Symbiosis skills and
professional
university
Submitted by:
Ishika Jaiswal
Manav Bidhuri
Aryan Bhosale
Sidharth Vijayan
Swapnil pandey
Aditya Choudhary
Shivanshu raj
BBA DIGITAL MEDIA AND MARKETING
Under guidance by:
Dr Girish Rangnekar
Media planning for
nd
2 convocation
program
Symbiosis Skills and Professional
University
Symbiosis Skills and Professional University (formerly as
Symbiosis Skills and Open University) Pune, Maharashtra,
India.
Established by the Symbiosis Open Education Society,
Symbiosis Skills and Professional University is the first
skill-building and development university in the state
of Maharashtra. On 3 May 2017, the state passed a
legislation bill to enact this university.
CONTINUED
Presently, this university offers diplomas, degrees and certificates in
various fields such as Automobile, Construction, Mechatronics, Software
engineering, Computer science and IT, Beauty and Wellness, Data
Science, Retail, Logistics and Ports as well as Architecture. The main
objective of this university is to create industry -ready youth, who can work
efficiently and effectively in an organization. Furthermore, SSPU has also
built strong ties with many leading organizations for joint -curricula
development. Some of the famous industry partners of this university
are Shopper Stop, Daikin, LSC and Enrich.
Introduction
Media planning
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.
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 w asteful advertising. It ensures die optimum -utilization of resources spent on
advertising. In media plan, media objectives are decided keeping in view the advertising objectives of the organization.
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 know n as media -planning. It also involves monitoring media performance (follow up) and review
of media plan.
F o r t h e a d v e r t i s e r, t h e m e d i a f o r m a r k e t i n g w o u l d i n c l u d e t h e s a l e s f o r c e , d i s t r i b u t i o n n e t w o r k , t h e b r a n d , t h e p a c k a g e ,
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 t h e s a m e t i m e , h e n e e d s t o c o o r d i n a t e t h e e f f o r t s s o t h a t t h e c o m b i n e d i m p a c t e x c e e d s h i s t a r g e t s i n t e r m s o f t a s k s
accomplished, sales achieved, market share improved etc.
S o m e o f t h e s e h e c o n t r o l s . H o w e v e r, w h e n i t c o m e s t o m a s s m e d i a , t h e M e d i a P l a n n e r i n t h e a d v e r t i s i n g a g e n c y ( s o m e
advertisers have their ow n planners too) is the person w ho does the planning. He first sets the media objectives.
Factors affecting media planning
• 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.
Media Frequency:
M e d i a f r e q uen cy r e f e rs t o a ve r a g e n u m b er o f t i m e s, t h e a u d i e nce i s e xp o s e d t o
m e d i a - ve h i c l e i n a s p e c ifi ed p e r i o d o f t i m e . Hi g h e r m e d i a -fre que ncy i s p r e f err ed.
G r e a ter t h e f r e qu ency, m o r e a r e t h e c h a n ces o f a d ve r t i seme nt m e s s age m a k i ng
d e e p i m p r e ssi on o n t h e m i n d s o f c o n su me rs. I n c a s e o f p r i n t m e d i a , f r e q uen cy o f
n e ws p a p er i s ve r y l e s s a s t h e r e c e ive r i s n o t e xp o s e d t o t h e s a m e n e ws p a p er f o r a
long period of time.
O n t h e n e xt d a y h e wi l l b e g e t t in g t h e n e w n e ws p a pe r a n d o l d n e ws p a per wi l l b e
d i s c ard ed t h e s a m e d a y. I n c a s e o f m a g a z in e, m e d i a -freq uen cy i s m o r e a s s a m e
m a g a z ine m a y b e o p e n ed b y a u d i e nce m a n y a t i m e , a s h e wi l l g e t t h e n e xt i s s u e o f
m a g a z ine a f t er a m o n t h, a f o r tni ght o r a f t e r a we e k . H i g h e r f r e q uency wi l l c r e a te
b e t te r i m p r e ssio ns o n t a r g et a u d i e nce. So , m e d i a wi t h h i g h e r f r e qu ency s h o u ld b e
s e l e cted .
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.
Media Used by Competitors
W hi l e p l a n n in g f o r m e d i a t h e a d ve r t i ser m u s t c o n s ide r t h e m e d i a u s e d b y
c o m p eti tors a n d l e a d e rs o f t h a t i n d u str y. I f a d ve r t ise r d o e s n o t c o n si der
c o m p eti tor ’s m o ve r e g a r di ng m e d i a , t h e n i t i s p o s s i bl e t h a t a d ve r t ise r ’s m a r k et
s h a r e i s t a k e n b y c o m p e titi on. I f i n d u stry - l ea der i s u s i n g T. V. a s m e d i a , t h e n t h e
a d ve r t i ser t o o m u s t c o n s ide r t h e s a m e m e d i a . Th e a d ve r t ise r m u s t h a ve a c l o s e
wa t c h o n m e d i a - strate gi es a n d a d - b udg et o f c o m p eti tors. H o we ve r, c o m p eti tor ’s
s t r ateg ie s s h o ul d n o t b e f o l l o we d b l i n d l y, a s i t i s p o s si bl e t h a t d e c i si on o f
c o m p eti tor i s wr o n g .
Media Availability:
So m e t i me s i t i s p o s s i ble t h a t d e s i red s p a ce f o r a d ve r t isem en ts i n p r i n t m e d i a i s
b o o k ed b y s o m e o t h er a d ve r t i sers a n d h e n c e n o t a va i l a b l e . Fo r e xa m p l e ,
a d ve r t i ser wa n t s t o i s s u e a n a d ve r t ise me nt o n f r o n t p a g e o f n e ws p a pe r o r o n t h e
c o ve r - pag e o f a n y m a g a z i ne, b u t t h i s s p a c e i s a l r e a dy b o o k ed b y s o m e o t h er
a d ve r t i ser, t h e n t h i s m e d i a i s n o t a va i l a b l e t o t h e a d ve r t iser.
So t h e a d ve r t i ser wi l l h a ve t o p l a n f o r s o m e o t h er m e d i a o r h e wi l l h a ve t o c h a n ge
t i m i n g o f a d ve r t i sem ent. Si m i l a r ly i f a n a d ve r t i sem ent i s t o b e i s s u ed o n t e l e vi s ion
d u r i n g a p a r t icu lar p r o g ram me , t h e n i t i s p o s si bl e t h a t i t m a y h a ve b e e n
b o o k ed/sp onsor ed b y o t h e r a d ve r t i sers. So m e d i a -ava i l ab il ity m u s t b e c o n s i dere d
f o r m e d i a p l a n n i ng.
Importance of media planning
1. 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.
2.Selection of Appropriate Media
I n m e d i a p l a n n i n g , d i ff e r e n t m e d i a a r e c o m p a r e d o n t h e b a s i s o f c o s t p e r r e a d e r, c o s t
p e r vi e we r, m e d i a - i m a g e , m e d i a - c o ve r a g e , m e d i a - r a t i n g e t c . W h i l e s e l e c t i n g m e d i a t h e
a d ve r t i s e r e n s u r e s t h a t s e l e c t e d m e d i a m a t c h e s wi t h t h e f e a t u r e s o f t a r g e t a u d i e n c e .
F o r e xa m p l e , i f o u r t a r g e t a u d i e n c e a r e t e e n a g e r s , t h e n t e l e vi s i o n wi l l b e a p p r o p r i a t e
media; if target audience are literate, then print -media can be selected; if target
a u d i e n c e i s a s p e c i f i c p r o f e s s i o n a l g r o u p , t h e n p r o f e s si o n a l j o u r n a l s a n d m a g a z i n e s wi l l
b e a p p r opr i a t e m e d i a . M e d i a p l a n n i n g a l s o e n s ur es t h a t s e l ec t ed m e d i a i s a s p e r t h e
m e s s a g e r e q u i r e m e n ts e . g . i f m e s s a g e i n vo l ve s d e m o n s t r a t i o n , t h e m e d i a wi t h a u d i o vi s u a l e ff e c t s ( vi z . T. V. ) wi l l b e s e l e c te d .
3. 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.
4. Ensures Appropriate Timing of
Advertising:
Ad ve r t i si ng c a n e n s u re b e s t r e s u lts o n l y wh e n a d s a r e s h o wn a t t h e r i g h t t i m e .
M e d i a p l a n n in g i n c l u des m e d i a s c h e dul i ng i . e . i t d e c i d es t h e t i m e a n d s p a c e o f
a d ve r t i seme nt i n m e d i a . I t d e c i d es t h e m o n t h, d a y a n d t i m e o f a d ve r t ise me nt. I t
e n s u res t h a t a d ve r t i sem ent i s s h o wn m o r e f r e q uentl y i n s e a son al m o n t hs a n d l e s s
f r e q uentl y i n o ff - seaso n m o n t hs. I t a l s o e n s ur es t h a t a d ve r t i seme nt i s s h o wn a t
t h a t t i m e wh e n m o r e t a r ge t a u d i e nce c a n b e c o n tacted e . g . i f a d i s f o r s c h o ol
g o i n g k i d s, i t i s n o t s h o wn i n t h e m o r n i ng o r b e f o re n o o n t i m e .
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.
Steps involved in the Media Planning
Process
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.
• Identification of the Target Audience
• Study of Factors Affecting Media Planning :
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.
External Factors – External factors includes media coverage, media image, media adopted by
competitors etc.
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.
3. Selecting Suitable Media:
For selecting appropriate media, different media are compared on the
basis of cost per reader, cost per viewer, media -image, etc. While
selecting media, the advertiser should ensure that media matches with
features of target audience. The selected media should match with
message-requirements, e.g. If message involves demonstration, then
media with audio visual effects will be selected. While selecting suitable
media, availability of media should also be kept in mind. It is possible that
a particular media suits our requirements, but it is already booked, so
some other media will have to be selected.
4. Selecting Optimum Media-Mix:
I f t h e a d ve r t i s e r f e e l s t h a t n o s i n g l e m e d i a i s s u ff i c i e n t i n i t s e l f i n a c h i e vi n g a d ve r t i s i n g
o b j e c ti ve s t h e n d i ff e r e n t m e d i a c a n b e u s e d i n c o m b i n a t i o n a n d t h e i r o p t i mu m m i x i s
d e c i d e d b y t h e a d ve r t i s e r. B y c o m b i n i n g d i ff e r e n t m e d i a , a d ve r t i s e r c a n i n c r e a s e
c o ve r a g e a n d i m p r o ve t h e c h a n ce s o f a c h i e vi n g a d ve r t i s i n g g o a l s . O ve r a l l a d - b u d g e t
a l s o i n f l u e n c e s t h e r a t i o n o f d i ff e r e n t e l e m e n t s o f m e d i a m i x.
F o r e xa m p l e , t o a c h i e ve a d ve r t i s i n g o b j e c t i ve s a n d a f t e r c o n s i d e r i n g a d ve r t i s i n g
b u d get , t h e a d ve r t i s e r m a y d e c i d e a m i x o f 4 5 % t e l e vi s i on, 2 0 % n e ws p aper, 1 0 %
m a g a z i n e , 1 5 % o u t d o o r m e d i a a n d 1 0 % i n t e r n e t m e d i a . D i ff e r e n t a d ve r t i s e r s m a y
d e c i d e d i ff e r e n t m e d i a - mi x d e p e n d i n g u p o n t h e i r r e q u i r e me n t s , b u t m e d i a - m i x s h o u l d b e
s u c h t h a t a d ve r t i s e r c a n c o m m u n i c a t e a d ve r t i s i n g - m e ss a g e t o t h e t a r g e t a u d i e n c e m o s t
e ff e ct i ve l y a n d a t l o we s t p o s s i b l e c o s t .
5. Selecting Suitable Media Vehicle within
Each Selected Media:
Af t e r s e l e cti ng m e d i a , a p p r op ria te m e d i a ve h i c l e s a r e t o b e s e l e cted. Fo r e xa m p l e ,
a f t er d e c i d in g t h a t a d ve r t i sin g i s t o b e d o n e t h r ou gh n e ws p a p er, i t i s d e c i de d t h a t
i n wh i c h n e ws p a p er i t i s b e d o n e - wh ethe r t h r ou gh I n d i a n Exp r e s s, Tr i b u ne , o r
H i n d u sta n Ti m e s , e t c .
I f i t i s d e c i d ed t h a t a d ve r t isi ng i s t o b e d o n e t h r o ug h m a g a zi ne, t h e n o u t o f va r i o u s
m a g a z ine s, a p p r o pri ate m a g a z in e/m agazi ne s a r e s e l e cte d. I f a d ve r t i sin g i s t o b e
d o n e t h r o ugh t e l e vi s i on, t h e n i t i s d e c i ded t h a t a t wh i c h T. V. c h a n n el o r i n wh i c h
T. V. p r o g ram me a d ve r t ise men t i s t o b e g i ve n . Su i t a bl e m e d i a ve h i c l e s a r e s e l e c ted
t o a t t ai n m e d i a o b j e c tive s.
6. Media Scheduling:
I n m e d i a s c h e dul i ng, d e c i si ons r e g a rd in g d a t e o r t i m e wh e n t h e se a d ve r ti sem ents
a r e t o b e s h o wn a r e t a k en. I n m e d i a - schedu li ng, t i m e - gap i n t wo a d ve r t isem en ts i s
a l s o d e c i d ed. Pu r p o se o f m e d i a -sch edu li ng i s t o i s s u e a d ve r t ise me nts a t
a p p r op ria te t i m e wi t h a p p r op riate f r e qu ency s o t h a t t a r g et a u d i e nce c a n b e
c o n ta cted a t m i n i m u m a d ve r t isi ng c o s t .
I t h e l p s t o c o n tr ol wa s t e f ul a d ve r t isi ng e xp e n s e s. I f a d ve r t i sem ent i s r e l a ted t o
p r o d uct t o b e u s e d b y s c h ool /col le ge g o i n g c h i l d ren, t h e n i t i s b e t ter t o s h o w t h e
a d ve r t i seme nt i n t h e e ve n i n g t i m e i n T. V. p r o g r am me s. I f t h e p r o d u ct i s o f
s e a s onal n a t u re, t h e n a d s h o u l d b e s h o wn m o r e f r e q ue ntly i n t h e s e a s on p e r i o d
a n d l e s s f r e que ntl y i n t h e o ff s e a s on p e r i o d.
7. Executing Advertising Programme
After selecting media and deciding its schedule, advertising
department is given the task of designing suitable advertising copy and
executing it in the selected media. Some companies assign this task of
designing advertising to professional advertising agencies
8. Follow-Up and Evaluation:
After implementing advertising programme, advertiser evaluates its
effectiveness to know whether media objectives have been achieved,
whether media-plan has contributed in achieving overall advertising objectives. Answers to these questions help the advertiser to know
success or failure of media strategy. If our media strategy is not
effective, then corrective actions will be taken for future media
planning, so that in future, better media -plans can be made.
Symbiosis skills and
professional
university
Media planning
Target Audience
Demographics
•
•
•
•
Age: 17+ and their parents.
Gender: male/female or other.
Income: three hundred thousand or above.
Education: Intermediate.
Psychographics
•
•
•
•
Lifestyle: Upper middle class and elite class.
Activity: Educational Purposes.
Belief: Skill Development.
Opinion: One of the leading university of India.
DAILIES
EDITION
READER AD RATE
SHIP
(RATE×100)
CPM
INSERTI TOTAL
ON
COST
JUSTIFICATION
TIMES OF
ALL OVER 7442
INDIA (ENG) INDIA
3870
0.65
3
11610
It has the largest
circulation among
all English language
newspaper in the
world, Trustworthy,
high reach.
THE HINDU
(ENG)
ALL OVER 2095
INDIA
1840
1.09
3
5520
Most trusted
newspaper in
India.
HINDUSTAN ALL OVER 3692
TIMES (ENG) INDIA
3200
1.08
3
9600
It has a wide
reach in Northern
India.
MID-DAY
(ENG)
1300
2.51
3
3900
Advertisement
and
Entertainment
tabloid popular in
Mumbai.
TOT.
12
30630
MUMBAI
358
MAGAZINE
FREQUANCY
SIZE
READERS
HIP
AD RATE
CPM
INSERTI TOTAL
ON
COST
JUSTIFICATION
INDIA TODAY WEEKLY
(ENG)
FULL
PAGE
1650
9000
545.45
6
3273
Leading newsmagazine
in the country.
NEW
WOMEN
(ENG)
MONTHLY
FULL
PAGE
85
1562
1838.23
3
4686
Popular amongst
women, specific TA.
BUSINESS
INDIA (ENG)
FORT
NIGHTLY
BACK
SIDE
COVER
189
4040
2137.57
6
24240
Number one business
magazine.
OUTLOOK
MONEY
(ENG)
FORT
NIGHTLY
INSIDE
FRONT
COVER
114
2800
2456.14
6
16800
It gives complete
information about the
investment market.
OUTLOOK
PROFIT
(ENG)
FORT
NIGHTLY
FULL
PAGE
34
1500
4411.76
6
6000
It is package of market
information and stock
market.
TOT.
27
54999
• Total Budget: 10,00,000
• Duration of the Campaign: 3 MONTHS
• Total Cost: Rs. 30630(Newspaper)+
Rs. 54999(Magazine)
= Rs. 85629
• Amount Remaining: Rs. 914317
Campaigns
Ad visibility
Desktops/Tablets/Mobiles
Platform
Googl e
Leads
Campaign Type
Placements
Ad Type
Targeting
Type
Clicks
Avg Bid
Cost
CTR
Reach
C. Rate
Conv.
Cost per Lead
Search Campaign
Google Search
Text
INDIA
Clicks
14,286
35
500,000
5%
285714
12.00%
1714
291.6666667
Display
Third Party
Sites,Youtube
Creatives
INDIA
2%
6250000
0.50%
625
400
Remarketing
Third Party site,
Youtube,Apps &
Games
Creatives
INDIA
3%
3888889
1.00%
1167
300
3506
314
Clicks
125,000
2
116,667
Clicks
250,000
350,000
3
139,286
1,100,000
6535714
Campaigns
Ad visibility
Desktops/Tablets/Mobiles
Platform
Campaign Type
Placement
Ad Type
Targeting
Facebook
Traffic
Generation
Facebook
Banner
India
Inst agr am
Traffic
Generation
Instagram
STORY
India
Type
Clicks
Clicks
Total
The Total Monthly Budget
150000
Previous CPL
INR XX/ lead
Expectation
Improvement of
about x%
Clicks
2,667
2,000
4,667
Avg Bid
3
5
Cost
8,000
10,000
18,000
Est. Conversions
CTR
Reach
C. Rate
Leads
Cost per Lead
3%
88889
1%
27
300
50000
1.50%
30
333
57
318
4%
138889
"It takes real planning to organize this
kind of chaos." - Mel Odom
Thank you