Caselet on The Premium

Milkfood Drink

Media planning and goals

Media planning comprises of a series of decision made
to answers the various queries. Some of them are:
How many audiences is the media plan proposing to
reach?
What are the best media to place the ads in?
How many times should the ads appear?
Which geographical regions should the ads appear in?
What would be the ideal media mix be? Etc

Media goals
The media goal signifies the objective
to be achieved through the
appropriate selection of media are:
Reinforce the current position.
Re launch a declining product.
Improves the companys reputation.
Objective is to inc. volume from 800 kg
to 1020 kg of the product in next year.
Target is to attempt 90% reach and 3+
OTS within the budget of 6 cr.

Media mix
It is the combination of the different components of the
media for effective attainment of the media goals by
higher TRP, maximum Reach, optimal OTS and
minimum cost of GRP.
Media

Target audience

Results

Terr. TV +
press

1500+ and 4000+ Income group

people in all metros cities, AP,
Bihar, Kerala, TN and
Maharashtra

To achieve
90% + reach
within the
budget of 6 cr.

Terr. TV +
satellite &
cable HHs

Only 1500+ income group

people in Gujarat, Karnataka,
Punjab, UP

3+ AOTS, 50%
Reach