IMC-3

Media Planning Process Key Points:

1. Market Analysis and Research:
Audience Segmentation
Market Assessment
Media Consumption Habits
2. Setting Objectives and Goals:
Clear and measurable objectives aligned with marketing goals
3. Media Strategies:
Balancing reach vs. frequency
Developing a strategic media mix
Integrating campaigns across channels
Geographic targeting
Timing and seasonality considerations
4. Media Choices:
Television (TV)
Radio
Print (Newspapers, Magazines)
Outdoor (Billboards, Transit)
Digital (Online, Mobile, Social Media)
Experiential Marketing
Other Channels
5. Budget Allocation:
Based on estimated effectiveness, reach, and ROI potential
Considers audience reach, media costs, competition, seasonality, and objectives

Steps in Media Planning:

1. Understanding Advertising Objectives
2. Defining Target Audience
3. Market Research and Analysis
4. Setting Media Objectives
5. Developing Media Strategies
6. Media Mix Allocation
7. Media Planning and Buying
8. Media Scheduling
9. Creative Integration
10. Monitoring and Optimization
11. Evaluation and Reporting
Selection of Media Type:
1. Understanding Target Audience
2. Media Consumption Habits
3. Campaign Objectives
4. Budget Considerations
5. Media Reach and Coverage
6. Media Environment and Context
7. Media Trends and Innovations
8. Competitive Landscape

Allocation of Funds to Various Media:

1. Understand Advertising Objectives
2. Identify Target Audience
3. Consider Media Reach and Efficiency
4. Assess Media Costs
5. Evaluate Competitive Landscape
6. Review Historical Performance
7. Consider Seasonality and Timing
8. Optimize Media Mix
9. Allocate Testing Budget
10. Monitor and Adjust

Media Scheduling and Related Concepts:

1. Media Scheduling:
Timing
Frequency
Duration
Flighting
Reach and Frequency Analysis
2. Broadcast Audience Research Council (BARC):
Conducts audience measurement and television ratings in India
Provides accurate and comprehensive TV audience measurement data
Utilizes metering and panel-based methodologies
Helps advertisers and broadcasters evaluate TV program and advertising effectiveness
3. Television Rating Points (TRPs):
Metric for measuring TV program and advertising viewership
Represent the percentage of the target audience reached
Calculated based on audience measurement data
Used by advertisers and broadcasters for media planning and evaluation
4. Radio Audience Measurement (RAM):
Measures radio listenership and audience behavior
Provides data on audience size, composition, and engagement
Helps optimize radio advertising strategies
Metrics include reach, frequency, time spent listening, and audience share