MEDIA SELECTION

Media selection is also called media planning. Media plan decides 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 plan is to find out that combination of media which enables the advertiser to communicate the ad-message in the most effective manner at lower cost. An advertising plan is decided by the advertiser to achieve advertising objectives. Advertising objectives are decided keeping in view the marketing objectives of the company. Media plan is based on advertising plan. In other words media plan is a part of the overall advertising plan. In media plan following main media decisions are taken: Selecting suitable media to serve the advertisers need i.e., selecting media which can reach the target audience. Selecting best combination of mix of media which is within the advertisers ad-budget. Selecting most suitable media schedules.

Media planning helps to control wastage in advertising. It ensures the optimum utilization of resources spent on advertising.

Definition: According to Fryburger, Mediaplanning involves selecting appropriate media for carrying advertising message to target audience and deciding how much to spend on each media and scheduling when the advertisement is to run. Media-planning is a decision process regarding use of advertising time and space to assist in the achievement of marketing objectives. -- Wells Burnett

In brief, media planning includes the answer to following 5 Ws: Whom: Whom do we want to reach? i.e., identifying target audience Where: Where the potential customers located? i.e., identifying geographical area. What: What type of message is to be communicated? i.e., either the message is informative or demonstrative in nature. Which: Which media is to be selected for communicating with our potential consumers?

When: When is the ad need to be issued? i.e., deciding month, day and time of ad.

Factors affecting Media Selection: Following are the main considerations in media selection 1) Nature of product: product to be advertised can be industrial /technical product or

consumer product. Industrial and technical products can be better advertised in specific trade journals and magazines. Consumer products can be better advertised through mass media such as television, newspapers, outdoor advertising etc. 2) Nature of customers: an appropriate media plan must be considered in its type, no. of

consumers, for whom the advertising is to be done. Different consumers differ in the age group, sex, incomes, personality, educational level, attitude etc.

3)

Distribution of products: if the product is to be distributed locally or regionally then

media with local coverage and reach should be considered like local newspapers, cable-network. If the product is to be distributed on national level, then media with national coverage will be suitable.

4)

Advertising objectives: The main objective of every advertising campaign is to get

favorable response from customer, but the specific objectives can be different. If the objective of advertising campaign is to get immediate results then fast media of communication such as newspapers, banners, pamphlets will be considered.

5)

Nature of message: if the message is informative in nature, then newspaper will be

suitable. If ad-message is to persuade consumers then they need to be given emotional appeal, rational appeal, demonstration of product, then television is suitable.

6)

Size of ad-budget: if amount of advertisement budget is more, then costly media like

television, national dailies, and popular magazines can be selected.

7)

Media reach and coverage: such media should be selected which has wider reach and

can cover out target customers.

8)

Media cost: advertiser should compare the cost of each media by considering the no. of

audience covered by such media. It is possible that a media seems to be costly, but if it can cover large no. of audience, then cost per audience will be less.

Process and steps in media selection:

Media planning involves following steps:

To know about target audience

To consider various factors affecting media planning

To identify the geographical area

Establishing media objectives

Selecting suitable media

Selecting optimum media-mix

Media scheduling

Executing advertising program

Follow up and evaluation

Importance and advantages of Media Selection:

1) 2) 3) 4) 5) 6) 7) Optimum utilization of resources Helps in achieving advertising objectives Selection of appropriate media Selection of optimum media mix Helps in allocating advertising budget Ensures appropriate timing of advertising Helps in controlling inefficiency

MEDIA SCHEDULING

Every advertiser wants to issue more advertisements to target audience to remind them of products or services provided by him. But, advertisement budget puts a limitation on advertiser. For optimum use of money available for advertising, appropriate media scheduling is done. Media scheduling refers to decision regarding date or time when advertisement is to appear, frequency of ads etc. Media scheduling starts after selection of media and media-mix. The advertiser will decide the no. of advertisements to be given in a specified period of time in each media, i.e., he will decide the timegap in different advertisements and size of advertisements.

Phases of Media scheduling: Media scheduling is done at macro and micro level: 1) Macro-level media scheduling: in macro-level media scheduling, yearly advertising budget is allocated in different months depending upon the nature of product. If the product is seasonal, then more ad-budget can be allocated for peak-season months and fewer amounts can be allocated for off-season months. On the other hand, if product has steady demand throughout the year then fairly equal amount of total ad-budget is allocated among different months.

2) Micro-level Media scheduling: After having decided the amount of advertisement expenditure to be incurred in each month of the year, the work of micro-scheduling starts. In micro-level media scheduling, it is decided that within a month, on what days and at what time advertisement will be issued in media. While deciding day and time, the advertiser will ensure that advertisement will be

shown on such day and time when target-audience are free and can be contacted by media most effectively.

Media scheduling strategies:

Following are the main media scheduling strategies:

1) Continuous Option: Under this strategy advertisement will run throughout the year. The amount of advertising budget is divided equally among different months. This strategy is usually used for the products which are sold during the year and for products of daily use. For example, for tooth paste, shampoo, soaps, etc., continuous-option is adopted. In this strategy, advertising is done on a regular pattern without gaps i.e., there is no non- advertising period. This strategy helps the advertiser in constantly reminding the target audience about its product. But in this strategy, advertising is not decided on the basis of actual requirements; rather ad-expenditure is spread evenly throughout the year. It may result in over advertising in a period when less advertising is required and under advertising in a period when more advertising is required.

2) Flighting option: This strategy refers to advertising in time gaps. At some time periods, there is heavy advertising and at other time there is no advertising, i.e., advertising in a certain period and advertising not at all in another period. This strategy is adopted by companies selling seasonal and festival related products like air conditioners, woolen garments, crackers, etc. In this strategy, advertising is done in accordance with purchase cycles. Here, continuous advertising is not done; rather advertising is done in flights. This will reduce advertisement expenses.

3) Pulsing option: In this strategy advertisement will run throughout the year. But at certain time period; ad expenses will be less and at other time period, ad expenses will be more. In this option continuity of advertising is made, but the amount of ad expenses is not same throughout the year. In this option there is no non-advertising period. This option removes the limitations of continuous option and flighting option. This is better than the first 2. In media scheduling strategies, pulse rate of advertisement is also decided. Pulse rate refers to the time gap between 2 advertisements. Pulse rate can be any one of the following: Seasonal pulse: ad is released more frequently in seasonal months and less in off-seasons.

 Start up pulse: more frequent advertising is done at the time of launching a new product or service and then frequency of ads are reduced to normal levels. Special pulse: these ads are spaced irregularly, i.e., very heavy advertising is done in a particular period of time and less advertising in other time periods.

Factors affecting media scheduling: Nature of products Nature of target audience Stage of Product Life Cycle Competitors scheduling Advertising budget Rating of different T.V. programmes Government policies