Media Planning Process
Objective
→Strategy
→Select
→Measure
In This Article
Introduction
Media planning is the process of selecting the optimal combination of media channels to deliver advertising messages to target audiences. Effective media planning ensures that advertising budgets are spent efficiently to maximize reach, frequency, and impact.
The media landscape has become increasingly complex with the proliferation of digital channels, requiring planners to integrate traditional and digital media strategically.
Media Planning Process
- Define objectives: What do you want to achieve? (awareness, consideration, conversion)
- Identify target audience: Who are you trying to reach?
- Analyze media habits: Where does your audience consume media?
- Set budget: How much can you spend?
- Select media mix: Which channels best reach your audience?
- Determine scheduling: When should ads run?
- Execute and optimize: Launch campaigns and adjust based on performance
Key Media Metrics
| Metric | Definition | Formula |
|---|---|---|
| Reach | % of target audience exposed at least once | Unique viewers / Target audience × 100 |
| Frequency | Average times each person is exposed | Total impressions / Reach |
| GRPs | Gross Rating Points | Reach × Frequency |
| CPM | Cost per thousand impressions | (Cost / Impressions) × 1,000 |
| CPP | Cost per rating point | Cost / Rating Points |
| Share of Voice | Brand's ad spend vs. category | Brand spend / Total category spend |
Effective Frequency:
The minimum number of exposures needed for the message to have impact. Common benchmarks suggest 3-10 exposures depending on objectives and message complexity.
Media Channels
Traditional Media
| Channel | Strengths | Weaknesses |
|---|---|---|
| Television | Mass reach, sight/sound/motion | High cost, declining viewership |
| Radio | Local targeting, frequency | Audio only, fragmented |
| Credibility, detailed info | Declining readership | |
| Out-of-Home | High visibility, geographic | Limited message, hard to measure |
Digital Media
| Channel | Strengths | Weaknesses |
|---|---|---|
| Search | Intent-based, measurable | Limited branding |
| Social | Targeting, engagement | Ad fatigue, algorithm changes |
| Display | Reach, retargeting | Banner blindness |
| Video | Engagement, storytelling | Skip rates, production costs |
| Programmatic | Efficiency, real-time | Brand safety, fraud |
Media Strategy Considerations
Scheduling Strategies
- Continuous: Steady presence throughout period
- Flighting: Alternating periods of advertising and no advertising
- Pulsing: Continuous base with periodic bursts
Reach vs. Frequency Trade-off
- Reach focus: New product launches, awareness building
- Frequency focus: Complex messages, competitive markets
Conclusion
Key Takeaways
- Media planning optimizes channel selection to reach target audiences
- Key metrics include Reach, Frequency, GRPs, and CPM
- Traditional media offers mass reach; digital offers targeting and measurement
- Effective frequency determines minimum exposures needed for impact
- Choose scheduling strategy based on objectives and budget
- Integrated media plans combine traditional and digital channels
- Continuous optimization improves campaign performance
Special Thanks to Mr. Kavit Kaul, JBIMS batch of 2009 for sharing his marketing notes.