9/25/2023

MEDIA
PLANNING

MEDIA CATEGORIES

• Paid media
• Owned media
• Earned media

MEDIA CATEGORIES
Paid media

Media purchased at a cost

from a publisher/station/….
(e.g: Facebook, VTV3,…)

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MEDIA CATEGORIES
Owned media

Media platforms owned by the

advertisers themselves (e.g:
Facebook page, website,
assets,…)

MEDIA CATEGORIES
Earned media

Media coverage that a campaign or

advertisement gets from other media
organisations, websites, and through
shares that advertisers do not pay for

LEGACY MEDIA

• Television
• Radio
• Newspapers/Magazines
• OOH Advertising (Out of
Home)

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ONLINE MEDIA

• Social media: social media

platforms, KOL, KOC,…
• Banners: Online publications and
platforms
• SEM: Search Engine Marketing

WHEN TO USE VARIOUS MEDIA

Newspaper
• Local business
• Products which have a news element
• Up-scale, well-educated audience
• Moderated budget
• Want to explain, but not demonstrate
• Quality of the image is not important

WHEN TO USE VARIOUS MEDIA

Magazines
• Target audience with a special interest
• Static but accurate and beautiful image

• Anything else?

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WHEN TO USE VARIOUS MEDIA

OOH Advertising
• Local business
• Remind or reinforce brands
• Directional message
• Situational, place-based message?
• Nothing much to explain/demonstrate

WHEN TO USE VARIOUS MEDIA

Radio

• Local business (differences between AM/FM?)

• Build frequency, remind people
• Time is money
• Products are aligned with the radio content
• Human voice is essential
• Message in Poem/Song?
• Not so large budget

WHEN TO USE VARIOUS MEDIA

Television

• MASS AUDIENCE
• Need both sight and sound
• Action or drama for emotional response
• Need for demonstration, prove something
• Halo effect
• BIG BUDGET

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WHEN TO USE VARIOUS MEDIA

Internet

• Target audience is difficult to reach

• Create buzz
• Two-ways communication
• Generate engagement, provide brand
experiences
• Controlled budget

WHEN TO USE VARIOUS MEDIA

SEM

• National and local both work but local needs

more
• CREATE ACTION
• Provide information for basic inquiry, map,…
• Controlled budget

WHEN TO USE VARIOUS MEDIA

What about:
- Cinema?
- Product placement?
- Social media: KOL, KOC?

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Media terms
Reach
Reach is the percentage of different people
in a target audience who have been
exposed at least once to an advertisement
or a program within a specific time frame.

Media terms
Frequency
Frequency refers to the number of times a
person is exposed to an advertisement.

Media terms
Impacts
An exposure is one person’s opportunity
to see (OTS) an ad once in a medium,
which is why exposure and opportunity to
see are interchangeable terms. These
exposures, or opportunities, are
collectively referred to as impacts.

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Media terms
Cost efficiency
Calculating cost to
• Compare the ROI of reaching an audience =>
effectiveness of the ad
• Compare options

CPT, CPR (television), CPM (print, online),

CPC, CPE, CPA (social media)

Media planning
The aperture concept

• Right people
• Right time
• Right place

Planning considerations
• Marketing information: Distribution patterns,
market sales, rivals’ pattern, location, time,..
• Creative idea: Theme, Message, Research
• Media & Audience Data: Popularity of media,
Profiles, Cost forecast

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Media Plan
Media strategy involves balancing REACH,
FREQUENCY, IMPACT, MARKET
COVERAGE, CONTINUITY OF ACTIVITY
within BUDGET

Media Plan
› Situation and consumer analysis
› Media objectives
› Media considerations
› Media strategy: mix and rationale
› Media schedule
› Budget breakdown
› Evaluation

Scheduling strategies

Timing: When?
Duration: How long?
Continuity: How often?

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Scheduling strategies

Pulsing strategy
Flighting strategy
Continuous strategy