Institute of Practitioners in Advertising

Means of providing
the most persuasive selling message
to the right prospects
at the lowest possible cost
Where do we advertise to reach our
audience?

How do we reach our audience?
An average consumer looks over only 9
magazines out of 200 available
A radio listener tunes in to only 3 of the
available radio stations
Television viewers watch less than 8 channels
out of the 30-plus available
Prime-time ratings have declined
Account Executives and Media Buyers finding
it even more difficult
Prices of ad time or space has increased
Client budgets havent gone up proportionately
Stronger demands for results and accountability
A Series of Decisions
Aimed at Delivering promotional message
To the prospective Purchasers and/or Users
of the Product or Brand
Analysis of Media strength and
weaknesses
How these characteristics fit into
advertisers strategy
Above-the-line
Traditional Commission-paying media
TV, Press, Radio, Cinema & Outdoor
Below-the-line
Non-commission paying media
Direct mail, Sales Promotion, POP displays
Market situation
analysis
Develop Media
Objectives
Decide the
Media Mix
Media Strategy
implementation
Evaluation and
Control
To whom shall we advertise?
What internal and external factors may
influence the media plan?
Where (geographically) and when should we
focus our efforts?
Focus on consumer behaviour
Create plans reflecting Consumers or
businesss purchasing process
Influence consumers in the marketplace

Study the Media choices that your
Audience might make during a day
Marketing analysis
Sales, Mkt. share, Psychographics, Pricing
Advertising analysis: Strategy & Budget
Media Strategy: Media mix & Creatives
Media Scheduling: Timing of promotions
Justification & Summary
Quality Media choices
Creativity
Financial stewardship
Agency culture and track record
Technology to analyze data
Relation between Agency & Media Sales rep.
REACH
Number of people, household or businesses
In a target audience
Exposed to media vehicle or message schedule
Atleast once during a time period

How many targeted buyers did the ad reach?
FREQUENCY Opportunities to see (OTS)
Average no. times
A person, household or business
Within a target market
Exposed to an ad within a time period

How many times did the person see the ad?
Exposure pattern or schedule of an ad
3 types
Continuous Campaign
Pulsating Schedule
Flighting Schedule
Find an effective combination of media
That reaches and speaks to the Audience
Integrating all Marcomm elements

Media Multiplier Effect impact of using two
or more media
Media Mix
Target market
coverage
Geographic coverage
Scheduling
Reach
Frequency
Creative aspects and
mood
Flexibility
Budget
considerations
Media Mix and Media Vehicle
Reach and exposure
Frequency
Scheduling and timings
The advertising plan
What is to be done?
Who will do it?
When will it be done?
How will it be done?
Market
Scale
Market
Characteristics
Media
Choices
Message
content
Local
Regional
National
Global
Demographics
Psychographics
Geography
Geodemographics
Media habits
Television
Radio
Outdoor
Newspaper
Magazine
Internet
Direct-mail
Others