Advertising

by:Smit Saini

Marketing Communications
Messages and related media used to communicate with a
market.
Advertising
Branding
Direct Marketing
Graphic Design
Packaging
Promotions
Publicity
Sponsorship
Public Relations
Two Types of Communications

Marketing Communication

Information

Positioning

Promotions

Demand Generation

Brand Image / Corporate Image

Product
Services

Corporate Communication

Image Building

Public Opinion

Company

Marketing Communication

Information

Positioning

Promotions

Demand Generation
Contact Points

Contact Points and Marketing Communications

Integrated Marketing
According to American Association;
Planning process designed to assure that all brand
contacts received by a customer or a prospect for a product
or service, are relevant to that person and consistent
over time.
There have been many shifts in the advertising and media
industry that have caused IMC to develop into a primary
strategy for most advertisers.

Main shifts
From media advertising to multiple forms of communication
(including promotions, product placements, mailers...)
From mass media to more specialized media,
From a manufacturer-dominated market to a
retailer-dominated market. BARGAINING POWER
From general-focus advertising to data-based marketing.
From low accountability to greater accountability of agencies
From traditional compensation to performance-based
compensation.
From limited Internet access to widespread Internet
availability.
Communication Planning

Communication planning 3 W & 1 H

Is the art and science of reaching target audiences using marketing
communication channels.
It is concerned with deciding
Whom to target,
When,
With what message
How
Frequency
Plan Includes

Communication Plan Includes:

Target audiences
Key messages
A budget
A calendar for message release

BTL, ATL, TTL

Marketing Communication

Above the Line Communication

ATL
Below the Line Communication
BTL
Through the Line Communication
TTL

ATL is a type of advertising through mass media such as TV, cinema, radio,
print, banners and search engines.
Increase brand awareness.
Useful when larger target audience is to be addressed
BTL uses less conventional methods than the usual specific channels of
advertising to promote products, services, etc.
These may include activities such as direct mail, public relations
and sales promotions.
It is more effectively used to increase sales.
When the targetn group is small and specific
TTL refers to an advertising strategy involving both above and below the line
communications in which one form of advertising points the target to another
form of advertising thereby crossing the 'line'.

Advertising
Paid form of non personal communication about an
organization or its products that is transmitted to a target
audience through a mass/broadcast medium.

While advertising is the event, Advertising Management is the

whole process - a function of marketing.
Starting from market research continuing through advertising
leading to actual sales or achievement of objective.

Pros
Flexibility allows you to focus on a small, precisely defined
segment (School newspapers) or a mass market
Cost efficient -reach a large number at a low cost per person,
allows the message to be repeated, and can improve public
image.
Allows for repeating the message-lets the buyer receive and
compare the messages of various competitors.
Very expressive, allows for dramatization.
Used to build a long term image of a product.
Trigger quick sales, sears advertising a weekend sale.

Cons
Absolute outlay cost very high, make a national
TV ad. approx Rs.150,000, local ad. Rs.60,000. 30 second spot,
Rarely provides quick feedback, or necessarily any feedback
Less persuasive than personal selling
Audience does not have to pay attention
Indirect feedback (without interactivity)

Scope and Importance of Advertising

Advertisements are important for:
standardized products
products aimed at large markets
products that have easily communicated features
products low in price
products sold through independent channel members
and/or are new.
Intense Competition
Introducing new Product

Objectives
- Information Advertising

- New product or new uses

- To build primary demand

- Explanations or descriptions

- Builds image

- Persuasive Ad

- Fight competition

- Build demand for your brand

- Buy now

- Compare to competition

-Reminder Ads

- Mature products

- Keep product on consumers minds

DAGMAR

Models of Communication
Effective Communication program involves
understanding the response process

Communication models aim at explaining the possible

sequence through which advertising may eventually
Affect the buyers

Operational AIDA
Model
Cognitive

Attention

Hierarchy of Innovation
Effects
Adoption

Information

Awareness

Presentation

Awareness

Processing

Attention
Affective

Interest

Knowledge
Liking

Interest

Comprehensive
Yielding

Evaluation
Trial

Retention
Behaviour

Preference
Conative

Desire
Action

Conviction
Purchase

Behaviour
Classification .

Classification of Advertising

(1) by geographical spread

(2) by target group
(3) by type of objective

National Advertising:
Some manufacturers may think that their
target is, the entire country.
They select media with a countryside base.
Generally large, established firms belong
to this category.
Hindustan Unilever, Brooke Bond,
Larsen & Toubro, Escorts, Pepsi, Coke

Local Advertising:
Small firms may like to restrict their business to
State or regional level.
Some firms first localize their marketing efforts
and once success has been achieved, they spread
out to wider horizons.
Classifieds in Local Dailies, Small companies,
Dealers

Target Group:
It is on the basis of target groups aimed at it can
further be divided into sub category as:
a. Consumer Advertising
b. Industrial Advertising
c. Trade Advertising:

Advertisements, which are directed by the

manufacturers to the distribution channel members, such as wholesalers or
retailers.

d. Professional Adverting:

There are certain products for

which the consumers themselves are not responsible for the buying choice.

Objective:
Product Advertising: promoting sale of a product
or brand
1.Informative
2.Persuasive
3.Reminder

Focus is on increasing the size of

existing customer base

Those Not
buying Product
Class

Those Buying
Other Brands
Exclusively

Existing Customers

Increasing share of requirements

Customers have more than one preferred brand.
Choosing on the basis of

Discounts
Promotions

Availability

Habits

Public Service Advertising (PSA's): sponsoring a

charity event,
PSA's are a way to promote company in a positive light.
Advocacy: Concerned with propagating an idea.
Another form of Public Service Advertising,
Company states the reasons for certain negative
issues Emerged.

Corporate Image Building: Aditya Birla Group, TATA,

BHEL, Hindustan Unilever
Brand Personality Association: brands developed in terms
Of human characteristics.
all the tangible and intangible traits of a brand,
beliefs,
values, prejudices, features, interests,

Case Discussion

The Following Data have been collected in 5 samples

Measure
Brand

CASE

CASE

CASE

CASE

CASE

II

III

IV

30%

80%

80%

80%

80%

25

25

45

45

10

23

23

23

35

35

20

20

20

30

Awareness
Favorable
Attitude
Purchased
Brand Once
Repeat
Purchases

Segmentation and Positioning through Advertising

Segmentation Strategy
involves :
Development and pursuit of marketing programs
directed towards subgroups of population that an
Organisation can serve potentially

An Advertising program can be created to appeal certain

types of buyers

In implementing segmented advertising more detailed

Breakdown of the market is required

An organisation focuses on style conscious upper class

Selects retail outlets and product lines that will
attract members of this group.
It may be useful to further divide this segment
on the basis of age.

Segmentation strategies

Segmentation Strategies
Concentration Strategy
Focus is on one subgroup and direct marketing plans
towards it
Differentiation Strategy
Two or more subgroups are focused and marketing plans
are developed

Developing segmentation strategy

The objective is to identify a group of consumers

That;
Are not being served well presently by competitors
And may try the product; Priori Base
The basis on which the market might be segmented is
Determined before any data is analysed from the market
place
Are large enough or growing in size; Priori Base

Bases for priori segmentation.

Bases for priori segmentation

Age

Gender

Geographical Location

Income
Usage

Consumers may seek different benefits from the same

product
Depending on the nature of the usage occasion
Brand Loyalty as priori segmentation

Empirical Segmentation Approach

Consumers differ in the need for which they buy a
product
Buyers tend to place different degrees of importance
on the benefits
Segmentation Strategies based on Attitudes and
Benefits
1.Benefit Segmentation
2.Sociable Segmentation
3.Independent Segmentation
Lifestyle or psychographic

Lifestyle or Psychographics as bases for

segmentation
A persons pattern of interests, opinions and activities
Combine to represent his or her lifestyle
It includes exploring information concerning attitudes
and personality traits.
Defining a segment empirically is called psychographics
Lifestyle segmentation is useful in categories where
Users self image is important
Reaching Target Segment

Reaching Target Segment

Controlled Coverage
Objective is to reach desired segment and to avoid
Reaching those who are not in the target segments
Customer Self Selection
Advertising program is directed to mass audience of
which target segment may be only a part.

Positioning Strategies

Positioning Strategies
Positioning involves a decision to stress only certain
Aspects of our brand and not others.
Key idea is that the consumers must have a clear idea
of what the brand stands for.
Positioning is achieved mostly through a brands
Marketing communications.
Strategic objective must be to have segmentation and
positioning strategies that fit together.

Brand Positioning is the set of associations the

consumer has with the brand, in terms of
Physical Attributes
Lifestyle
Use of occasion

Approaches to positioning strategies

1.Using Product characteristics or customer

benefits
2.Price-Quality
3.Use or Application
4.Product-User
5.Product Class
6.Cultural Symbol
7.Competitor Approach
Determining the positioning strategy

Determining the positioning strategy

Identify the competitors
Determine how the competitors are perceived and
evaluated
Determine the competitors positions
Analyse the customers
Select the position
Monitor the position
Identifying competitors

Identifying competitors
Pepsi May define its competitors as;
Other cola drinks
Non-diet soft drinks
All soft drinks
Non alcoholic beverages
All beverages except water

Message Strategy

Advertising Manager needs to make decisions about

The content of the advertising message, called as
Message Strategy
Message focus should be on communicating
Product Benefits
Developing / Reinforcing Brand Image
Evoking and associating specific feelings and emotions
Making the brand appear fashionable by creating social
and group influences.

The challenge is to identify which attributes are

considered in making the brand-choice decision
Which of them are most important in the targeted
product-market situation.
Success of a positioning strategy is reflected in link
between benefits or images and an overall attitude in the
mind of customers

Attitude

Attitude is associated with the notion of liking or

disliking
Attitude is not directly observable and have to be
identified from what people say about and what they do
Attitude is a central concept in the field of social
psychology
Attitude Structure is made up of three closely
Interrelated components

Cognitive
Awareness, comprehension, knowledge
Affective
Evaluation, Liking Preferences
Conative
Action Tendencies like trial, or purchase
We buy something because we like it, and we like it
Because we cognitively evaluate its benefits

Types of actions people take

People develop overall attitudinal liking for a

product without cognitively evaluating them.
Such Attitudes are purely based on emotions and
feelings rather than some rational evaluation

LOW

INVOLVEMENT

SITUATIONS

Vice Versa for High Involvement Situations

Making the Positioning Decision

1. Economic Analysis
Market Segment Size
Penetration Probability
Penetration Probability must indicate
Competitive Weakness to attack
Competitive advantage to exploit

2. Segmentation Commitment
An overt decision is made to ignore parts of the
Market.
Give Meaningful position through undifferentiation
Deliberately generating a diffuse image
Meaning different things to different people
VS.
Positioning through differentiation

3. If advertising is working, stick with it

Brand personality or image is developed over many
years
Consistency is desirous over change in personality
year after year
4. Dont try to be something which brand is not
5. Consider Symbol

Message Strategy through Attention

and Comprehension
Getting increasingly difficult to gain attention
There are two important prerequisites
Individual must be exposed to message and pay
attention

Those who pay attention must interpret /

comprehend as intended

Each of the stages discussed as

Attention
Comprehension
Go through a perceptual barrier
Perception Process
Stimulus

Attention

Interpretation

Active Search

Simplify

Passive Search

Distort

Passive Attention

Organize

Cognition

Stimulus Conditions
Intensity
Size
Message
Position
Context

Audience Conditions
Information Needs
Attitudes
Values
Interests
Confidence

Attention can be viewed as information filter

It is an screening mechanism that controls the quantity
and nature of information any individual receives

Amid advertising noise it is not easy to create an

Advertisement that gets noticed, processed and
Evaluated.
Effectiveness of advertising is reduced;
Higher Level of Clutter
Proximity of advertisements from competing brands
Television advertisers have to cope with much noise in
the form of;
Clutter
Zapping

Zipping

Clutter: Too many advertisements in related as well

as unrelated product categories.

Zapping: Switching programs during commercial breaks

Zipping: Fast-forwarding through advertisements when

Viewing pre-recorded programs.

Combating clutter, zapping and zipping

Combating Clutter, Zapping and Zipping

Clutter
Higher levels of clutter hurt the performance of
Individual advertisements
Effects of increased clutter do not affect all
advertisements
Ads placed either at beginning or end are less affected
High involvement advertisements are less affected
Print Media: three dimensional pop-ups, freebies,
etc.

Zapping
A viewer can turn off the sound or change channel
It is higher in households with Cable TV and with
Multiple people at home
Consumers are forced to pay more attention to ads they
Are zapping than those that are not.
One can make commercials that are interesting,
Entertaining or pleasurable
Consumers are forced to pay more attention to ads they
Are zapping than those that are not.
Executional elements are equally important

Zipping
Zipping rates are lowest for first commercial in
The first slot and highest for last ones.
Far more difficult to fight zipping than zapping
Combat zipping by developing commercials that use visual
Elements like; logos or still shots
These will be visible even if viewers are fast-forwarding

Creating Advertisements that attract

The attention filter operates at various levels of
Efforts and consciousness.
Information is an important stimulus for paying attention
There are 4 motives for attending to informative stimuli
Information of Practical Value
Information that Supports
Information that Stimulates
Information that Interests

Practical Value
Successful headline format How to.. in context
Of the problem that the consumer is trying to solve
Robert Burnkrant applies general theory of motivation
to process information; based on 3 factors
1. Information need depends upon the nature of product
Products that are costly, complex or unknown

2. Expectancy (probability) that processing a

particular ad will lead to relevant information
exposure
3. Value of the source of relevant information / goodness
or badness of the message
This structure provides an approach to determine the
extent to which a person might be motivated to process
information

Information that Supports

People have psychological preference for supportive
information
They tend to avoid non-supportive or discrepant
information
Dissonance Theory predicts that cognitive dissonance,
the existence of conflicting cognitive elements is
discomforting and that people will try to reduce it.

Information that Stimulates

Complexities Theory

Based on Salvatore Maddis Variety Theory; novelty,

unexpectedness, change, and complexity are pursued
Because they are inherently satisfying.
Assumption is; people get bored and are motivated to
reduce the boredom by seeking stimuli that are unusual
or different.

Adaptation-Level Theory suggests; not only focal

Stimuli determines perception but also the contextual
(background) and residual (past experience)
Advertisements that are sufficiently different from an
audiences adaptation level and expectations will attract
attention.
Suggested to use ad elements that are moderately
inconsistent rather than very consistent or extremely
inconsistent.

Information that interests

People tend to notice information that is interesting to
Them.
They are interested in subjects with which they are
involved
Approach could be to run an advertisement about the
Person or the persons to whom it is directed.
OR
To present a communication involving topical
issues in which audience is likely to be heavily
involved

Advertising Appeal
An Advertisement should contain an appeal for
creating human interest so that it catches attention.
Human needs are the basis for appeals
There are two issues that are important for an advertiser
Regarding needs:
The number and nature of basic needs
Intensity of motivated behaviour

Unsatisfied needs are motivators

Much of the human behaviour is motivated by sub
conscious and unconscious needs
Several needs operate simultaneously to cause a given
behaviour
We may spend a great deal of time and efforts to
Satisfy some of motives or vice versa.

People differ significantly in the efforts they put forth

To achieve what appears to be the same motive.

Intensity of Motivating Behaviour invokes the

concept of central and peripheral needs.

Central Needs: are closely related to our sense of

Survival and identity.
Peripheral Needs: are instrumental needs or wants,
consisting of preferences one has for alternative
means of satisfying central needs

Associating Feelings with the Brand

Previously we talked about logical processing of
information and rational thinking process
Creating feelings that can ultimately influence
attitudes or beliefs is also important consideration.
For example: Pepsi (youngistan commercial),
Thumsup (adventure commercials) evoking feeling of
energy, thrill .
Feelings created get associated with the brand and
thereby affect brand attitudes.

Buying Motives
Different kinds of motives encourage an individual to
Give attention to certain advertisements and purchase
Certain products.
Achievement: need to perform difficult tasks
Independence: need to be autonomous, have options,
be different
Exhibition / Recognition: need to gain public attention,
show off or to be held up as exemplary
Affiliation: need for close association with
others

Advertising Appeal
Rational Appeals: ads based on functional benefits
Emotional Appeals: are designed to stir up certain
positive (happiness) or negative emotions (fear, anxiety)
Moral Appeals: instilling sense of right and wrong.
often used in messages to arouse a favourable response

Product Oriented

Consumer Oriented

Feeling Advertising is execution focused opposed to

message focused.
Such advertisements develop:
EMTIONAL BONDING
BRAND IMAGERY
BRAND PERSONALITY
Feelings are more important in low involvement situations

Advertisements evoke feelings for products that are

likely to be needed when consumers have a low
level of intrinsic interest in the product category or
brand.
This is most likely to happen in the mature stages of
product life cycle.
When a product is new and product interest is high
consumers may seek more information.
It is suggested to have feeling oriented advertisements
For products in mature stage and informative
advertisements in introduction stage in PLC

FCB and Rossiter and Percy Grid

Defines different product categories and motives for
which consumers purchase a product
How advertisements can be designed to address each
buying motive.
Product categories can be classified into four categories
Based on
High Or Low Involvement
Thinking Products or Feeling Products

Motives can be
Informational or Transformational
Thinking Products could be purchased for several
informational motives
That have to do with the consumers desire to reduce
negative feelings
A product might be purchased for;
Remove a problem
Problem avoidance
Dissatisfaction with a prior
purchase

Feelings Products can be purchased for various

Transformational motives.
That have to do with increasing certain positive feelings
A product might be purchased for;
Sensory Gratification
Sense of achievement
Social Approval Needs

Transformational Advertising
Way in which feeling-oriented advertising succeeds in
Associating feelings with brands.

Such advertising involves developing associations with the

Brand or the brand use.
So that the experience of using the brand is transformed
Into something related to feelings.

Rossiter Percy Grid

Informational

Low Involvement
Trial Experience
Is sufficient

Transformational

Negative Motivation

Positive Motivation

Focus on one or two

key benefits

Unique and authentic

emotional benefits

Use simple problemsolution format

Frequently repeated
likeable ad
Drama Format

High Involvement

Convincing and logical

brand claims

Create a feeling of
lifestyle identification

Comparative formats

Supportive information
Thrown in

Search and Conviction

Is required prior
To purchase
Refutational or

High Repetition needed

Requirements for successful Transformational

Advertising
Adequate Budget: heavy repetition to build
Association is required
Consistency: thrust of advertisements can not be allowed
To change frequently.
Close Connect the brand with the advertising: connecting
Use experience to the brand.
An advertisement attempting to generate an
emotional response should be believable and
engender empathy

There are countless numbers of feelings and

combinations of feelings that could potentially be
precipitated by advertising.

Equity Building Advertising

Brands have equity because they have:
High Reputation for Perceived Quality
Brand Awareness
Positive Brand Association
Consumers prefer high-equity brands because:
they find it easier to interpret what
benefits the brand offers.
Feel more confident about it
Get more satisfaction by using it

Brand can charge a higher price.

Command more Loyalty
Run more efficient marketing programs

Brand Image
Attributes + Consequences + Brand Personality
A brand could acquire a personality profile through
Advertising-created association.
Feelings can be associated through advertisements.
security, calmness, excitement, happiness etc.

Why are Brand Personality Associations

Important
Importance to Marketers:
Differentiate from competition
Intense Competition in the same product category
Near Parity in terms of attributes, quality, price etc.
Only difference between brands is often the personality
associated with them

Brand Personality Association enables the

organisation to gain market share or charge premium
price.
While competitors can match product features,
price, promotions etc.
They can not duplicate the brand personality; it is done it
May lead to advertising for the original brand.
Long term advantages:
Increase the asset value
Brand Acquires higher sale price

Access to better distribution network

Better shelf space
High consumer awareness and loyalty
Increased repurchases
Economies in terms of marketing expenses and launching
new brands, categories or extensions

Importance to Consumers
Self Definition and Symbolic Association
Consumers regard their possessions as part of themselves
Brands encapsulate social meanings (intelligence,
sophistication)
Consumers select those brands that have a brand
Personality, which is congruent with their own selfconcept

When are Brand Personality Associations More

Important ?
Self rationale would be stronger in some product
Categories than in others.
High Involvement products vs. Low Involvement Products
It matters more when a product is socially visible
Relatively scarce product categories
Certain individuals are also susceptible to brand personality
symbolisms
People who are more conscious about there public
appearance

Implementing Brand Personality Association

1.Researching the symbolic associations that
currently exist with the product category and
competitive brands.
A. Photo Sorts: Consumers are given photographs of
Individuals and asked to pick those, which they think
use particular brand.
Then they are asked to describe the individual
B. Sentence Completion: Ladies like Sunsilk Shampoo
because

2. Deciding which brand personality is going to

be of greatest value with the target consumer
segment.
3. Executing the desired brand personality strategy
Every element of marketing and communication mix
Plays an important role: packaging, pricing, sales
promotions, distribution etc.

Key advertising elements that contribute to a

brands personality are:
Endorser: Personality of the endorser gets transferred
To the brand
Use Imagery: Kind of brand user portrayed in the ad .
Executional Elements: music, visual direction, colour
Schemes, typography
Symbols: Nike, Air Deccan
Consistency:

Creative Approach
Comparative Advertising:
Two or more named or recognizable brands of the same
Product class are compared and the comparison is made is
Made in terms of one or more attributes.
The comparisons can be:

Implicit (Brands implied but not Named) or Explicit

(Brand Names)
Verbal or Visual

Claims can be of complete superiority

Superiority on some attributes or of parity.
Inoculative (immunizing) Advertising:
Companies try to resist attempts by competitors or outside
Influences to change his or her attitudes.
Companies are involving with defensive marketing.
Refutational (denial) and Supportive Advertising:
Emotional Creative Approaches

Using an Endorser
Benefits of using Endorsers:
1. Enhance advertisement readership / viewership /
listenership.

2. Induce Positive attitude change towards the brand/

company.

3. Personality characteristics of the endorser can get

associated with brand personality.

Selecting an Endorser
A Celebrity: has the publicity of and attention getting
Power.
Large segments of the audience instantly recognize and
identify with the with the famous person.
Goodwill can be transferred to the brand.
Celebrities cost a lot and hard to get.
If they are used for other products they may loose
credibility
They may be overexposed

An Expert
Best choice when product is technical or consumers need
Reassurance that the product is right choice and safe to
Use.
A satisfied customer
To maximize the naturalness of the situation.
Best choice when it is anticipated that there will be strong
audience identification with the role involved.

Creative Process
1.Fact finding : Information search, advertising
objectives
a. Problem Definition: Picking out and pointing the problem
b. Preparation:
2. Idea Finding:
a. Idea Production: tentative ideas
b. Idea Development:

Copywriting
Some Important guidelines:
Cash in on personal experience
Write with heart
Learn from experience of others
Talk with the manufacturers or service providers
Study the product
Review previous advertisements of the product and that of
the competitors

Copy is more effective if:

it is simple and clear touching only one or two ideas.
It is extendible
Flows smoothly from beginning to end.
For Print media copy:
Key element is headline, it must flag down the target
reader and pull him into body copy.
Offer reward for reading on
Headline should appeal to readers
interest, offer new twists, evoke curiosity

Headlines and visuals should complement each other

Body copy should be detailed and specific, support
The headline, readable and interesting.
For Television Copy:
Right mix of visuals or sounds.
Frequent use of visual repetition of brand name, package
And key product attributes.
All elements should be well connected and linked to each
other

For Radio Copy:

Write copy that creates a picture in the mind of the
Listeners.
Elements used are, sound effects, human voice, humour
Or music. Should be well utilised
Short words and short sentences are more effective.
For Outdoor Copy:
Message should be communicated in few seconds.
Should be extremely short, simple, strong and distinctive

Layouts
Involves bringing all the pieces together
Important factors to consider:
Balance: Pleasing distribution
Contrast: different sizes, shapes and densities, colours
to enhance attention value and readability.
Gaze motion: logical sequence
Unity

Media
The vehicles that carry the ads to the
target market.
Which is most important? Picking the
correct media or having great
creative?
What are the types of media?

Newspapers

Magazines
Internet

Outdoor

Consumers
View of Media
Advertising
Radio

Wireless

World Wide Web

Television

Media Overview
Advertisers are placing more emphasis
than ever on media planning
Choosing media & vehicles is the most
complicated of all marketing
communications decisions
Aside from specific vehicles in media,
the planner has to choose
geographical locations and budget
distribution over time

Key Media Terms

Media plan: document that
establishes how media will be used to
disseminate an advertisers message,
including objectives and strategy.
Media objective: statement in media
plan that explains the goals of the
plan; usually states how many of the
target will be exposed to advertising
messages in a given
time period, and how often.

 Media strategy: statement in

media plan that outlines how
objectives
will
be
accomplished;
shows
where
and when advertising messages
will appear, and at what cost.

Media Planning
Media Planning = Selection + Scheduling
Factors Influencing Media Planning Decisions
Target Market Profile
Looking at Brand/Product Dynamics
The Creative Execution
Budget Considerations and Media Deals
The Competitive Situation
Availability and Timing Considerations

The Media-Planning
Process
Involves the process of designing a
scheduling plan that shows how
advertising time and space will
contribute to the achievement of
marketing objectives

The Media-Planning Process

media planning involves coordination
of three levels of strategy
formulations:
Marketing Strategy
Advertising Strategy
Media Strategy

Overview for the Media

Planning Process
Advertising Strategy

Marketing
Strategy

Advertising

Advertising
Budget

Objectives

Message
Strategy

Media
Strategy

Media Strategy

Audience Selection
Objective Specification
Media and Vehicle
Media Buying

The Media-Planning Process

Marketing Strategy:
Provides impetus and direction for choice of
both advertising and media strategies
Advertising Strategy:
Involves advertising budgets, objectives and
message and media strategies
extends from overall marketing
strategy

The Media-Planning Process

1. Selecting the
target audience

2. Specifying media
objectives

3. Selecting media
categories and
vehicles

4. Buying media

Selecting the Target

Audience
Four major factors

(1) Buying Behaviour

(2) Geographic
(3) Demographic
(4) Lifestyle/psychographics

Specifying Media Objectives

1. What proportion of the population
should be reached with advertising
message during specified period (reach)
2. How frequently should audience be
exposed to message during this period
(frequency)
3. How much total advertising is needed to
accomplish reach and frequency
objectives (weight)

Specifying Media Objectives

4. How should the advertising budget be
allocated over time (continuity)
5. How close to the time of purchase
should the target audience be exposed
to the advertising message (recency)
6. What is the most economically
justifiable way to accomplish
objectives (cost)

Reach
Percentage of target audience that is
exposed to
an advertisement.
At least once, during a certain time frame
(usually four weeks)
Reach represents the percentage of
target customers who have an
opportunity to see the advertisers
message.

Factors Determining the

Reach
More people are reached when a
media schedule uses multiple media
The number and diversity of media
vehicles used
By diversifying the day parts

Frequency
Average number of times an
advertisement reaches the target audience
in a four-week period

Media Scheduling
Reach
(% of target audience with opportunity for exposure to
media vehicle(s) or media plan in a given time frame)

+
Frequency
(average number of times target is likely to be exposed to
the ad in a given time frame)

100%

The Difference between

Reach and Frequency

Evaluating the Media: Key Terms

Rating point: the % of a given population group
that uses a specified media vehicle.
Share: Households/persons using television % of
homes or people watching TV at a given time.
Audience: number or % of homes or persons
using a media vehicle.
Coverage: Same as reach the % of homes or
persons receiving broadcast signal within
specified area, or receiving specific magazine or
newspaper.

 Circulation: Total number of copies of a

publication sold through various forms of
distribution.
Readers per copy: average number of
people who read each issue of publication.

Market Factors/Frequency Levels

Market Factor

Brand History
Brand Share
Brand Loyalty
Purchase Cycle
Usage Cycle
Share of Voice

Type
New
High
High
Short
Short
High

Frequency
High
Low
Low
High
High
High