Deepika A S
Media planning is a very important task in the advertising process, which deals about four W’s.
Media planning involves selecting appropriate media for carrying the advertisers message to target markets, deciding what to buy and how much to spend in each medium and scheduling when the advertising is to run. Eighty percent of the budget paid to media. This, in it suggests how important media decisions are. Considering the extent and diversity of the Indian market, which is matched by a vast and diverse network of advertising media, the complexity of the media planning becomes apparent.
Media Planning is a very important component of the Marketing Strategy of an organization. Media Planning is defined as "Process of designing a scheduling plan that shows how advertising time and space in selected media and vehicles contribute to the achievement of marketing objectives in an advertising campaign". Media planning, in general terms, is a tool that allows the advertiser to select the most appropriate media to communicate the message in sufficient frequency towards the maximum number of potential customers at the lowest cost.
Objectives of media planning:
* Grab : ATTENTION
* Excite : INTEREST
* Create : DESIRE
* Prompt : ACTION
Media planning strategy:
The purpose of media planning is to conceive, analyze, and select channels of communication that will direct advertising message to the right people, in the right place at the right time.
Media objectives translate the advertising strategy into goals that media can accomplish. They explain who the target audience is and why. Where messages will be delivered and when and how much advertising weight needs to be delivered.
In the initial stage of the product life cycle, the objective is to maximize awareness of it by consumers. At the maturity stage, continuity of the purchase... [continues]
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