Media Planning & Strategies

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Factors important in determining Frequency
Levels
Marketing Factors
Brand History New brands require higher frequency
Brand Share Higher the Brand share, lower the Frequency required
Brand Loyalty Higher the Brand Loyalty, lower the frequency required
Purchase Cycles Shorter purchasing cycles require higher frequency levels to
maintain top-of-mind awareness
Usage cycle Products used more often need to be replaced quickly,
higher level frequency is desired
Competitors voice Higher frequency levels are required when lot of
competitor noise exists
Target group The ability of the Target group to learn and to retain
messages has a direct effect on frequency

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Factors important in determining Frequency
Levels …..

Message / Creative Factors

Message complexity Simpler the Message & unique, less frequency required

Image V/s Product Cell Creating an image requires higher frequency

Wearout Higher frequency may lead to wearout

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Factors important in determining Frequency
Levels …..
Media Factors

Clutter The more Advertising that appears in the media used, the
more frequency is needed to break through the clutter

Attentiveness The higher the level of attention achieved by the media

vehicle, the less frequency is required.

Low attention getting media require more repetitions

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Determining relative Cost of Media
(to find out the alternative best media)

Cost Per Thousand (CPM)

– Cost to reach 1000 people

CPM = Cost of Ad Space

Circulation

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 Eg: Print Media

Times of India Deccan Herald

Per Page Cost Rs. 50 lakhs Rs. 30 lakhs

Circulation 10 crores 6 crores

CPM 50 lakhs 30 lakhs

10 crores 6 crores)

= 50 = 75

Times of India is more cost effective, though absolute cost is Higher than

Deccan Herald

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Cost Per Rating point (CPRP) :

CPRP = Cost of Ad time

Program Rating

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 Eg: Broadcast Media

Republic TV CNN

Cost per spot Ad Rs. 35 lakhs Rs. 40 lakhs

Rating 15 20

CPRP 35 lakhs 40 lakhs

15 20

= 2.33 2

Republic TV CPRP is more than that of CNN, though absolute cost is

less than that of CNN

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 Media Characteristics
Media Advantages Disadvantages
TV • Mass Coverage • Low selectivity (of Target
Audience)
• High Reach
• Short message life
• Impact of Sight, Sound & Motion
• High absolute cost
• Higher Prestige
• High production cost
• Low cost per exposure
• Clutter (noise, confusion ..)
• Attention getting

• Favourable Image

Radio • Local coverage • Audio only

• Low cost • Clutter (to many channels)

• High Frequency • Low attention getting

• Low production cost • Fleeting (momentary)

• Well segmented audiences message
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 …. Media Characteristics

Media Advantages Disadvantages

Magazines • Segmentation potential • Visual only

• High Information Content • Long lead time for Ad

placement
• Longevity

Newspapers • High Coverage • Short life

• Low cost • Clutter low attention

• Short lead time for placing Ads • Low attention getting

capability
• Ads can be placed in interest
sections • Selective reader exposure
• Timely (current Ads)

• Reader controls exposure

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 …. Media Characteristics

Media Advantages Disadvantages

Outdoor • Location specific • Local restriction

• Easily noticed • Poor image

Direct Mail • High selectivity • Poor image

(Marketer can choose Target audience) (junk Mail)

• Reader controls exposure • Clutter

• High information content

• Opportunities for repeat exposure

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 …. Media Characteristics

Media Advantages Disadvantages

Internet & • User selects product information • Technology limitations

Interactive
• User attention & involvement • Crowded access

• Interactive Relationship

• Direct selling potential

• Flexible message platform

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Sales Promotions

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 Sales Promotions (SP)
• Advertising alone always will not sell the
products
• Companies use SP to target both consumer &
Intermediaries (Retailer, Wholesaler,
distributor …. ) to stimulate demand
• Companies IMC programs include Consumer
& Trade promotions, that are coordinated
with Advertising, Direct marketing,
Publicity/Public relations

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 Scope & Role of SP
• SP is “a direct inducement that offers an extra
value or incentive for the product to the Sales
Force, Distributors or the ultimate Consumers
– With the primary objective of creating an immediate
sale
• This incentive (free coupons, price reduction,
money back refund, contest opportunities, extra
amount of products, free samples … ) are the
key element in a promotional program
– With hopes of generating instant/future purchase
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 Advertising V/s SP

• Advertising appeals to the mind and emotions to

give the consumer a reason to buy
– SP appeals more to the pocket book and
provides an incentive for purchasing a
brand
– SP also provide an inducement to
marketing intermediaries
– Eg:
• A trade allowance / discount gives retailers a financial
incentive to stock and promote manufacturers products

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• SP is an accelerating tool to speed up the
Selling process
• SP motivates customer to buy products who
have not responded to the Ads

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 Sales Promotions

Consumer Oriented Trade Oriented

Samples
Dealer Contests
Coupons
Trade allowances
Premiums
POP Displays
Contests
Sales Training
Refunds/ Rebates Programmes

Bunus packs Trade Shows

Price offs Cooperative

Advertising
Event Marketing
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