Media Planning and Strategy
All those instrument are needed for Media Planning and Strategy or An Overview of Media Planning
1.Media planning
2.Media objectives
3.Media strategies
4.Medium
5.The media vehicle
6.Reach
7.Coverage
8.Frequency 
What is Media ?
Media is a instrument that helps to reach the buyer or potential buyers or future buyers. in a brief media is a communication tools that helps promote business. providing information the buyers, potential buyers or future buyers with proper knowledge. Like... Tv, Redio, newspaper, Facebook, + Google, twitter All are the media to communicate people.
The Media Plan
The media plan
determines the best way to get
the advertiser’s message to the market.
The goal of the
media plan is to find that combination
of media that enables the marketer to communicate
the message in the most effective manner
to the largest number of
potential customers at the lowest cost.
Problems in Media Planning
Insufficient
Information
Inconsistent
Terminologies
Time Pressures
Difficulty
Measuring Effectiveness
Developing the Media Plan
Market analysis
Establishment of
media objectives
Media strategy
development and Implementation
Evaluation and
follows plan.
Market Analysis
and Target Market Identification
To whom shall we advertise
(who is the target market)?
What internal and
external factors may influence the media plan?
Where (geographically)
and when should we focus our efforts?
To Whom Shall We
Advertise?
A variety of
factors can assist media planners in this decision.
Some will require
primary research,
Or will be
available from published (secondary) sources.
A Model can be used
The number of
adults in the country by each category under consideration
The number of
users
The percentage of
users falling into each category (for example, the percentage that is female)
The percentage of
each category that uses the product (the percentage of all females using)
An index number
The same information classified by heavy, medium, and light users.
The index
number is considered a good indicator of the potential of the market. This
number is derived from the formula:
Index = [Percentage
of users in a demographic segment/ Percentage of population in the same
segment] /100
Internal &
External Factors Are Operating?
Internal factors may involve the size of the media budget, managerial and administrative
capabilities, or the organization of the agency.
External factors may include the economy (the rising costs of media), changes in
technology (the availability of new media), competitive factors, and the like.
While some of this
information may require primary research, much information is available through
secondary sources, including magazines, syndicated services, and even the daily
newspaper.
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