WHAT IS MEDIA PLANNING ?

• Marketers determine how, when and where an audience is given a

selected advertising message.
• Most efficient way to analyse the audiences, channels and
advertisements.
• Maximization of ROI on media spend
• To determine the correct combination of messaging and media mix in
an impactful way.
MEDIA PLANNING OF MC DONALDS
HOW MC DONALDS USES MEDIA
PLANNING
• MC DONALDS brilliantly placed billboards to give directions to the
travellers to nearest store.
• The ad was catchy due to red and yellow colour which make it easy to
resonate.
• The placement of these billboards for communication makes these
types of campaigns a success.
• Creative strategy and Media strategy goes hand in hand.
ELEMENTS OF MEDIA PLANNING

• Understanding marketing objectives.

• Setting campaign goals.
• Performing market research.
• Managing a budget.
• Structuring media objectives to establish a media planning strategy.
• Creating a media plan.
• Implementing the plan and evaluating the results.
 HYPOTHETICAL CASE
BDI=SALES% DIVIDED BY POPULATION%

REGION SALES% POP’N% BDI

NORTHEN 7.6 7.6 100.0

NORTH-EASTERN 21.5 23.9 89.9

CENTRAL 42.5 38.5 110.4

WESTERN 13.4 16.8 79.8

SOUTHERN 15.0 13.2 113.6

TOTAL 100.0 100.0 ------

EXPLANATION:
• The BDI in central region is 110.4. The BDI was determined by dividing
42.5 by 38.5
• ANALYSIS-
CENTRAL and SOUTHERN region over contribute to sales while north
eastern and western under contribute. A media planner could
concentrate media spending in areas where the brand enjoys most
usage(CENTRAL AND SOUTHERN) OR transfer funds from strong regions
to weak regions(EASTERN AND WESTERN)
 MEDIA SCHEDULING
• Pattern of timing of an advertising represented as plots on flow chart
on yearly basis.
• Plots in flowchart indicate the pattern of periods that matches with
favourable selling periods.
• Scheduling models-continuity, fighting, and pulsing
• Dependent upon no. of factors-nature of sales, nature of product, the
product lifecycle, the entry of new competitors in market, pattern
of competitors programs etc.
IMPORTANCE OF MEDIA SCHEDULE IN MARKETING PLAN

• Time gap in two advertisement is decided.

• Purpose of media scheduling is to issue advertisements at appropriate
time with appropriate frequency with minimum cost.
• Control wasteful advertising expenses.
• For eg- If ad is related to school going children then the
advertisement is to be shown in the evening, if product is of seasonal
nature then more frequently in seasonal.
Challenges of Media Planning

•Consumer-Level Targeting
•Platform preference
•Heavy budget focus
•Integrating measurements
 DIGITAL MEDIA
PLANNING
It’s a process that involves developing a digital
marketing plan that supports online media
campaigns.
Its purpose is to optimise a company’s message
across multiple channels – from social media
and search to display and mobile. 
 How to Write a Media Plan
• Step 1: Determine Media Goals and Objectives
• Step 2: Determine Target Audience
• Step 3: Consider Frequency & Reach
• Step 4: Analyse and Optimise Campaign
performance
RESOURCES TO LEARN ABOUT DIGITAL MEDIA PLAN

•HubSpot Media Planning Template

•Bionic Media Planning Software
•Kantar SRDS Media Planning Platform
•Media Plan HQ
•BluHorn
•Quantcast
•Basis Technologies
•Comscore
•Nielsen
•HubSpot Social Media Software