Media planning is the series of decisions involved in delivering the promotional message to the
prospective consumers. It is the process of directing the advertising message to the target
audience by using the appropriate channel at the proper time and place.
The media plan marks on the best way to get the advertiser’s message to the market. Generally,
the goal of the media plan is to find that combination of media that allows the marketer to
communicate the message in the most effective manner to the largest number of potential
customers at the lowest cost.
Media planning assists in controlling wasteful advertising. It ensures die optimum-utilisation of
resources spent on advertising. In media plan, media objectives are decided keeping in view the
advertising objectives of the organisation. Media plan specifies media strategies. Media strategy
means plans of action designed to attain media objectives.
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Fryburger opines, “Media planning involves selecting appropriate media for carrying
advertising message to target audience and deciding how much to spend on each media and
scheduling (deciding the time) when the advertisement is to run.”
Learn about:- 1. Introduction to Media Planning 2. Meaning of Media Planning 3. Definitions 4.
Factors Affecting 5. Importance 6. Steps Involved in the Process 7. Media Plan 8. Problems.
Media Planning: Introduction, Meaning, Definitions, Factors Affecting, Importance, Steps
and Problems
Media Planning – Introduction
Media planning refers to an analytical method for making media decisions, and describes the
process of taking the message across to the target audience at the right time and place, and using
the right media vehicle.
As we know by now, media planners work in close cooperation with the creative people. The
creative execution often decides the direction of media planning. Conversely, media planning
also shapes the creative execution.
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Media Plan is derived from advertising plan. Advertising plan itself, in its turn, is derived from
the marketing plan. Marketing plan considers the total marketing environment and sets the
marketing objectives.
To realise these objectives, we formulate marketing strategies. There is an action plan to
implement these strategies. Advertising plan is derived from marketing plan, and lays down
promotional strategy as a part of the marketing strategy.
We also set before us advertising objectives in terms of sales and communications. To realise
these objectives, advertising plan formulates the advertising strategy. Advertising strategy is in
other words the message strategy and decides what to say.
This strategy is executed by art directors by selecting proper production values. It is called
creative strategy or execution. The whole advertising plan is to be implemented to a
predetermined cost – the advertising budget.
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Our media plan is derived from the advertising plan. It sets the media objectives. The objectives
are realised through media strategies. We have to select media vehicles and a media schedule.
Media planning is the series of decisions involved in delivering the promotional message to the
prospective consumers. It is the process of directing the advertising message to the target
audience by using the appropriate channel at the proper time and place.
The planning should concentrate on:
i. Whom to reach,
ii. When and where to reach,
iii. The total target group,
iv. The frequency of exposure,
v. The affordable cost involvement.
After rationalisation of all the above issues, decisions are taken to formulate the media plan.
Media planning involves the coordination of three levels of strategy development – a) Marketing
Strategy, b) Advertising Strategy, c) Media Strategy. Based on the marketing strategy, the
advertising strategy and media strategy are generated.
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The media strategy involves the interrelated activities like – (i) selecting the target audience, (ii)
specifying media objectives, (iii) selecting media and vehicles, and (iv) buying media.
Media Planning – Meaning
The media planning marks on the best way to get the advertiser’s message to the market.
Generally, the goal of the media planning is to find that combination of media that allows the
marketer to communicate the message in the most effective manner to the largest number of
potential customers at the lowest cost.
It is a document laying out objectives, strategy, tactics, resource allocation, and media schedule
and media mix to be used in reaching a targeted audience.
The series of decisions concerned in delivering the promotional message to the prospective
purchasers and/or users of the product or brand is called as Media Planning. It is a process, of
making a number of decisions each of which may be altered or abandoned as the plan develops.
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It comprises of media plan brief, understanding budgets, goals and market scenario, target
audience analysis using research-driven tools, and different media sites and ad. It determines
how advertising time and space in various media will be used to achieve the advertising
objectives and marketing objectives of the company.
The basic goal of media planning is to find out that combination of media which enables the
advertiser to communicate the ad-message in the most effective manner at lowest cost.
Media planning assists in controlling wasteful advertising. It ensures die optimum-utilisation of
resources spent on advertising. In media plan, media objectives are decided keeping in view the
advertising objectives of the organisation. Media plan specifies media strategies. Media strategy
means plans of action designed to attain media objectives.
Therefore, deciding media objectives, media strategies, selecting of media, selection of
appropriate media-mix, deciding media-scheduling, etc., is known as media-planning. It also
involves monitoring media performance (follow up) and review of media plan.
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For the advertiser, the media for marketing would include the sales force, distribution network,
the brand, the package, display on the dealers’ shelves and also sales promotion, public relations
and mass media advertising. He allocates his budget resources in such a way that he gets the best
returns on his spend.
At the same time, he needs to coordinate the efforts so that the combined impact exceeds his
targets in terms of tasks accomplished, sales achieved, market share improved etc.
Some of these he controls. However, when it comes to mass media, the Media Planner in the
advertising agency (some advertisers have their own planners too) is the person who does the
planning. He first sets the media objectives.
Media Planning – Definitions
The definition of media planning given by some philosophers are:
Wells Burnett defines ‘Media Planning’ as, “Media planning is a decision process regarding use
of advertising time and space to assist in the achievement of marketing objectives.”
S.W. Dunn holds, “Media planning is the process of determining how to use time and space of
media to achieve advertising objectives.”
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Fryburger opines, “Media planning involves selecting appropriate media for carrying advertising
message to target audience and deciding how much to spend on each media and scheduling
(deciding the time) when the advertisement is to run.”
George EL Belch opines, “Media-planning is the series of decisions involved in delivering die
promotional message in the most effective manner to the largest number of potential customers
at lowest cost.”
Media planning includes the answer to following 5 Ws:
1. Which – Which media is to be picked for communicating with our target audience? i.e.,
identifying suitable media-mix.
2. When – When the ad is to be issued? i.e., deciding month, day, time of ad.
3. What – What type of message should be communicated? i.e., the message is informative or
demonstrative in nature.
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4. Whom – Whom does a marketer want to reach? i.e., identifying target audience (potential
customers).
5. Where – Where are potential customers located? i.e., identifying geographical area.
Media Planning – Top 13 Factors Affecting Media Planning
Media planning includes various decisions which are taken in delivering the promotional
message to the prospective customers. It helps the advertiser to determine the best way to deliver
its message to its target audience. The basic goal of media-plan is to select the suitable media, to
find their optimum combination and thus enable the advertiser to communicate his message in
most effective manner to the largest number of potential customers at lowest possible cost.
Following are the factors affecting media planning:
Factor # 1. Nature of Product:
Product to be advertised can be industrial/technical product or consumer product.
Industrial/technical products can better be advertised in specific trade- journals/magazines.
Consumer products can be better advertised through mass media such as television, newspaper,
outdoor advertising etc. Similarly, products for farmers like fertilizers, seeds etc. can be
advertised in T.V., radio, wall painting, etc.
Factor # 2. Nature of Customers:
An appropriate media plan must consider the type or number of consumers, for whom
advertising is to be done. Different consumers differ in their age-group, sex, income, personality,
educational level, attitude etc. On the basis of consumer traits, consumer groups can be- men,
women, children, young, old, professional, businessmen, high income group, middle-income
group, low-income group, Literate, illiterate, etc.
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Some of the consumer traits affecting media selection are described below:
(a) Age – For advertising for kids-products, television is the best for communicating message. In
T.V. ad can be given in cartoon channels. If target audience is young then television, magazines,
internet is suitable. If target audience consists of old age-group, then newspaper, television will
be good choice.
(b) Level of Education – If target-audience is highly educated, then advertisement should be
given in magazines, national newspapers, internet, television etc. If target audiences are less
educated as in rural area then local newspapers printed in local languages, T.V. etc. are suitable.
If audiences are illiterate, then print-media is not suitable. Here broadcast media is a good
choice.
(c) Number of Customers – If number of target customers is more, then mass-media like
television, newspaper will be suitable. If number of target customers is less, then direct mail-
media, tele-advertising (advertising through telephone) are suitable.
Factor # 3. Distribution of Product:
If the product is to be distributed locally or regionally, then media with local coverage and reach
should be considered like local newspaper, cable-network, etc. If product is distributed on
national level, then media with national coverage like national dailies (newspaper), national-level
T.V. channels will be suitable. If the product is to be sold at international level, then media
having reach and circulation in foreign countries will be effective e.g. internet, magazines with
circulation in foreign countries, T.V. channels having international coverage like B.B.C., CNN
should be considered.
Factor # 4. Advertising Objectives:
The main objective of every advertising campaign is to get favourable response from customer,
but the specific objectives can be different. If the objectives of advertising campaign are to get
immediate result then fast media of communication like newspapers, banners, pamphlets will be
considered. If the objective of advertising is to build corporate-goodwill and brand-equity, then
magazines, television, neon signboards will be considered.
Factor # 5. Nature of Message:
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If advertising message is informative in nature, then newspaper will be suitable. If ad- message is
to persuade consumers, and potential consumers need to be given emotional-appeal, rational-
appeal, demonstration of product, then television media will be suitable for advertising. If ad-
message is to inform the potential customers of sale-promotion schemes, discount offers,
exchange offer, festival offers, then it can be advertised through posters, banners, newspaper-
inserts and newspapers, etc.
Factor # 6. Size of Ad-Budget:
If amount of advertisement budget is more, then costly media like television, national dailies can
be selected. If amount of ad-budget is less, then low cost media like posters, banners, cable-
network, local newspaper, pamphlets will be suitable.
Factor # 7. Media Used by Competitors:
While planning for media the advertiser must consider the media used by competitors and
leaders of that industry. If advertiser does not consider competitor’s move regarding media, then
it is possible that advertiser’s market share is taken by competition. If industry-leader is using
T.V. as media, then the advertiser too must consider the same media. The advertiser must have a
close watch on media-strategies and ad-budget of competitors. However, competitor’s strategies
should not be followed blindly, as it is possible that decision of competitor is wrong.
Factor # 8. Media Availability:
Sometimes it is possible that desired space for advertisements in print media is booked by some
other advertisers and hence not available. For example, advertiser wants to issue an
advertisement on front page of newspaper or on the cover-page of any magazine, but this space
is already booked by some other advertiser, then this media is not available to the advertiser.
So the advertiser will have to plan for some other media or he will have to change timing of
advertisement. Similarly if an advertisement is to be issued on television during a particular
programme, then it is possible that it may have been booked/sponsored by other advertisers. So
media-availability must be considered for media planning.
Factor # 9. Media Reach and Coverage:
Such media should be selected as has wide reach and can cover our target customers. If the
advertiser has two available media, involving same cost, then media with more reach and
coverage of our target audience will be selected. Media reach means total circulation/viewership
of media in a given period of time, (say, one day). If ad is given on T.V., then expected audience
size of that T.V. programme in which ad is issued, in a given period of time is called its reach. It
measures the number of persons who are exposed at least once to this media in a specific period
of time.
For example, if advertisement is issued on newspaper, then number of copies circulated in a
given period of time (say, a day) will be called its reach. Media- coverage means number of
advertiser’s target customers exposed to media in a specific time- period.
It is possible that reach of a media is large, but its coverage for advertiser is poor, i.e. the media
has wide circulation, but it is not popular among the target customers of advertiser. So such
media is not of much use to the advertiser. The advertiser should select that media whose reach
and coverage, both are large. For improving coverage of target customers, advertisers generally
use combination of media (media-mix).
Factor # 10. Media Frequency:
Media frequency refers to average number of times, the audience is exposed to media- vehicle in
a specified period of time. Higher media-frequency is preferred. Greater the frequency, more are
the chances of advertisement message making deep impression on the minds of consumers. In
case of print media, frequency of newspaper is very less as the receiver is not exposed to the
same newspaper for a long period of time.
On the next day he will be getting the new newspaper and old newspaper will be discarded the
same day. In case of magazine, media-frequency is more as same magazine may be opened by
audience many a time, as he will get the next issue of magazine after a month, a fortnight or after
a week. Higher frequency will create better impressions on target audience. So, media with
higher frequency should be selected.
Factor # 11. Media Image:
Some media-vehicles enjoy better image in comparison to other media vehicles. Media- image
enhances the communication value of advertisement. Good reputation of editorial board and well
established media enjoy better image among public, so advertisements given in such media
enhance the credibility and trust of advertisements. So media with good image should be
selected. Media image also affects the product image and advertiser’s image. So, we should not
select media with bad image.
Factor # 12. Media Discount:
Sometimes some media offer attractive discount schemes. The advertisers consider these
discount schemes while selecting media as it reduces their media cost. Sometimes some
advertisers use only one medium or one class of media regularly so as to get media discount
offered by media to their regular users.
Factor # 13. Language:
The advertiser selects that media which communicates in the language well known to our target
customers. Like if ad is given for less educated customers, then ad in English newspaper will be
of little use.
Media Planning – Importance
Media planning helps the advertiser in selecting most appropriate media, media mix, and in
deciding time and space in various media so that available resources can be utilized in an
optimum manner. Media planning helps to control wasteful advertising. In the absence of media
planning the advertiser may select inappropriate media, or may issue the advertisement at the
wrong time and thus the advertising message may not reach the largest audience. It will result in
wasteful advertising.
The importance of media-planning is described below:
1. Optimum Utilisation of Resources:
Advertising involves huge cost. Through media planning, the advertiser can use available
resources in an optimum manner. In media planning, such combination of media is selected and
such time is selected, that helps the advertiser in communicating the advertising message to
largest number of target audience at lowest possible cost. In the absence of media planning, the
advertiser may select costly media which may not have good coverage of target audience.
2. Helps in Achieving Advertising Objectives:
Media plan is a part of overall advertising plan. Media planning is designed so as to achieve
marketing and advertising objectives of the organisation. Media planning includes all such
decisions like selecting appropriate media, appropriate media mix and deciding the scheduling of
advertisement. All these decisions help the organization in achieving advertising objectives, i.e.
to communicate the message to target audience and thus to promote sales.
3. Selection of Appropriate Media:
In media planning, different media are compared on the basis of cost per reader, cost per viewer,
media-image, media-coverage, media-rating etc. While selecting media the advertiser ensures
that selected media matches with the features of target audience.
For example, if our target audience are teenagers, then television will be appropriate media; if
target audience are literate, then print-media can be selected; if target audience is a specific
professional group, then professional journals and magazines will be appropriate media. Media
planning also ensures that selected media is as per the message requirements e.g. if message
involves demonstration, the media with audio-visual effects (viz. T.V.) will be selected.
4. Selection of Optimum Media Mix:
Media planning helps to select optimum media mix. Using different media combination ensures
wide and intensive coverage of target audience. It improves the chances of achieving advertising
objectives. A single media may not ensure communication with all the target audience. A well
planned media mix ensures wide coverage of target audience at minimum cost.
5. Helps in Allocating Advertising Budget:
Media planning helps to decide the amount to be spent on different media. It helps the
advertising manager in allocating the ad-budget among different media types/media vehicles.
Media plan decides the optimum media mix; this helps the advertising manager in allocating the
total ad-budget on different media in a scientific manner.
6. Ensures Appropriate Timing of Advertising:
Advertising can ensure best results only when ads are shown at the right time. Media planning
includes media scheduling i.e. it decides the time and space of advertisement in media. It decides
the month, day and time of advertisement. It ensures that advertisement is shown more
frequently in seasonal months and less frequently in off-season months. It also ensures that
advertisement is shown at that time when more target audience can be contacted e.g. if ad is for
school going kids, it is not shown in the morning or before noon time.
7. Helps in Controlling:
In media plan some standards of performance are fixed. These standards are with regard to
coverage of target audience. Such standards help the management in evaluating the effectiveness
of media, i.e. actual coverage is in accordance with the standards or not. If coverage is less than
standard, then it points to the inefficiency of media. So in future, advertising manager can think
of some other media type/media vehicle. Or take other necessary action. Thus, media planning
helps in exercising control over media.
Media Planning – Steps involved in the Media Planning Process
Following are the steps which are involved in media planning are:
Step # 1. Market Analysis:
Every media plan begins with the market analysis of environmental analysis. Complete review of
internal and external factors is required to be done.
At this stage media planners try to identify answers of the following questions:
i. Identification of the Target Audience:
Which is the audience for our product? This happens to be the most important consideration in
the media decisions. We first examine our market plans and advertising plans. These provide us
details about the audience for our product.
Detailed studies of our audience can be made. We can describe our audience in terms of age,
religion, sex, education – these are demographic characteristics. We can describe it in terms of
their income and occupation.
Audience can also be described in psychographic terms – activities, interests, opinions forming a
lifestyle, personality traits, brand preferences. After having a complete picture of our target
audience, we undertake the study of the media’s readership in terms of demographic, economic
and psychographic terms.
Agencies conduct their own media research. Even media itself provides a demographic profile of
their readers. There are readership surveys to guide us. We have to select those media vehicles
whose demographic profile matches the target audience of our product. We can target our
product to a segment of the market.
Then we have to select that media vehicle which reaches this segment. We may have to use
another media vehicle to reach some other segment. It should, however, be seen that a united
image is projected and consistency of message is maintained through different media mix.
The target audience can be classified in terms of age, sex, income, occupation and other
variables. The classification of target audience helps media planner to understand the media
consumption habit, and accordingly choose the most appropriate media or media mix. Different
customers differ with regard to age, income, education level, personality, attitude etc. If target
audience or customers are educated and young, print media and T.V., can be selected. If number
of target customers is more, then mass-media like, T.V., Newspapers will be suitable.
ii. Study of Factors Affecting Media Planning:
There are various factors which affect media planning.
While making media planning, the media-planner must consider these factors which are
described as follows:
(a) Internal Factors – Internal factors are those factors which are directly related to company like
size of company, advertising budget, size of organization, distribution strategy of organization,
potential market area etc. Advertising budget is very important factor, while selecting media
planning. If size of ad-budget is more, then costly media like T.V. can be selected. If size of ad
budget is small, the cheap media will be selected.
(b) External Factors – External factors includes media coverage, media image, media adopted by
competitors etc. while selecting the media, the advertiser must consider the media selected by
competitors and leaders of that industry. Along with cost of various media should be compared.
iii. Identifying the Geographical Area:
Total geographical area of target market is identified. Those areas, where the sale of the
company’s product is more, are identified. For low potential market area, smaller advertising
budget is allocated. The geographical area also includes whether advertising should be done at
local level or national level or international level.
Step # 2. Message Distribution:
The first step in the setting up of objectives was the definition of the target audience. The next
step is the distribution of message to this audience. The number of messages and the frequency
of their appearance matter a lot.
We have to decide whether a single message is sufficient or there should be several repetitions of
the same. These lead us to the concepts of reach and frequency, which are to be balanced.
The overall constraint on both these concepts is the advertising budget. We also have to calculate
the total message weight of the campaign.
i. Reach:
Reach indicates a percentage of target audience who is exposed at least once in a given period to
a particular media vehicle. It does not matter how many times they actually see or hear the ad
message.
We concentrate on one exposure only. Thus, if 3,000 out of a target audience of 10,000 teenagers
tune into the FM radio one or more times during a month, the reach is 30 per cent, i.e., 3,000
divided by 10,000.
Though reach measures exposure, it does not actually measure those who have noticed a
particular ad. The objective of reaching 30 p.c. of target audience is based on the people who
tune in radio FM, irrespective of the fact whether these people have taken cognizance of our ad.
It is a term that is used for all media (print, TV, radio) and indicates the number of people who
are actually exposed to the medium in a given period which is normally linked to the periodicity
of the medium.
While deciding about the reach, the time period selected is either four weeks or corresponds to
the purchase cycle of the product.
ii. Frequency:
Frequency indicates the number of times people in the target audience are exposed to a media
vehicle during a given period of time. Average frequency gives the average number of times
people or households in our target audience are exposed to a media vehicle.
In our example, we reach 3,000 people 4½ times on an average. It does not necessarily mean that
everyone has 4.5 exposures. It is just an average.
Generally, a single exposure may not work either in creating an awareness or provoking
someone to buy. The more the exposures, the better the impact. Besides, more exposures make
us rise above the competitive noise. It is good to plan how many we would like our audience to
see the message in a given medium.
While introducing a new product more frequency. When the ad size is small, we need more
frequency. When the message is complex, we need more frequency. Higher frequency helps us
stand out in the clutter.
We have to decide the effective frequency-it is not frequency which is needed to communicate
effectively with the target audience. It is a difficult thing to settle. There can be a minimum
frequency and maximum frequency to be effective.
Lesser frequency makes the communication ineffective. Higher frequency may be a waste of ad
resources. There can be also ad fatigue if there are too many repetitions.
While we talk of effective frequency to set the least number of exposures needed, we also
consider effective reach to indicate the percentage of the target audience exposed to the ad, some
minimum number of times or more. This adds the dimension of repetition to the concept of reach
and frequency.
Greater reach and frequency stretches the media budget. It is necessary to optimise both reach
and frequency. Balancing is difficult especially when two or more ads are being employed or two
or more media are being used. We have, therefore, to consider the message weight of the entire
media plan.
iii. Message Weight:
The sum of the reach number of specific media vehicles in a given media plan gives the message
weight. Here, while summing the reach, duplication or overlapping is ignored. Message weight is
expressed in terms of gross impressions or gross rating points (GRP).
Gross impressions are a summation of exposures of the target audience to media vehicles in a
media plan. Each exposure is counted as one impression. Suppose an advertiser puts
advertisements on a programme of a TV channel viewed five times by 6,000 people in the target
audience and seven times by 6,000 people in a four weeks period.
Also suppose during the same four weeks period, the ad is put on another programme of a second
TV channel viewed 3 times by 3,000 people in the target audience, the gross impressions would
be –
The first group receives 30,000 impressions, the second group receives 42,000 impressions and
the third group receives 9,000 impressions. Thus, in all 81,000 impressions are received during a
four weeks period. As duplication is ignored between the media vehicles while summing up the
impressions, we use the term gross.
For a mass media like a TV channel, message weight is expressed in gross rating points (GRPs).
It is a sum of the rating points of all programmes in the TV media plan. One rating point
indicates one per cent of the target audience. GRPs of the entire media plan are given by –
In the example given for gross impressions, the total target audience was 20,000. The audience
reached was 15,000. In other words, it was 75 per cent. The average frequency was (81,000 ÷
15,000) = 5.4. So the GRPs would be –
