Media Planning & Marketing Aims
Who’s a media planner?[/b][/b]
Media planner is a job title in an advertising agency or media planning and buying agency, responsible for selecting media for advertisement placement on behalf of their clients. The main aim of a media planner is to assist their client in achieving business objectives through their advertising budgets by recommending the best possible use of various media platforms available to advertisers. Their roles may include analyzing target audiences, keeping abreast of media developments, reading market trends and understanding motivations of consumers.
In developing your media plan:[/b][/b]
Review your marketing objectives through the "lens" of media planning.
Review the options available.
Evaluate them against your objectives.
Set your minimum and maximum budget constraints.
Create alternative scenarios until you uncover the strategy that accomplishes your objectives within those constraints.
Develop a schedule describing ad appearances in each medium.
Summarize your plan in the form of a calendar and a budget.
Negotiate with media representatives to execute your plan.
While choosing media root things that need to be taken into consideration are[/b][/b]
Which media will reach your target market in the best way
What will it cost to run campaigns for each
What do I want to achieve as a result of using this media
Take into consideration the media objectives:[/b][/b]
To reach photo enthusiasts of that age and income group who are the chief purchasers.
To concentrate the greatest weight in urban areas where the target audience would normally be found and where new ideas gain a quicker response.
To provide advertising support at a consistent level except when it needs extra weight during announcements and the holiday season, when such target buyers are planning to visit exotic places or to meet their kith and kin.
To select those media, which will help strengthen the creative strategy and help demonstrate convenience, ease of shooting and, of course, excellent results. The “Hot Shot” camera with the ’Khatak’ sound became an instant success with the photo enthusiasts in the late eighties in India.
To reach target buyers through those media to gain greater frequency and lesser cost per opportunity
Media strategy, as used in the advertising or content delivery (online broadcasting) industries, is concerned with how messages will be delivered to consumers or niche markets. It involves: identifying the characteristics of the target audience or market, who should receive messages and defining the characteristics of the media that will be used for the delivery of the messages, with the intent being to influence the behaviour of the target audience or market pertinent to the initial brief. Examples of such strategies today have revolved around an Integrated Marketing Communications approach whereby multiple channels of media are used i.e. advertising, public relations, events, direct response media, etc.
The Indian toothpaste market is estimated at around Rs 14 bn with Hindustan Lever (HLL) having a market share of 32.8%. Close-Up (15.6%) and Pepsodent (17.2%) are the major brands for the company (ACNielsen-ORG Marg 2003). Close-Up was launched in 1975 and was the first gel toothpaste brand of HLL. Since the late 1990s the brand has witnessed a decline in market share, mainly due to the stagnation in the toothpaste gel market since 1998.
Increased competition from Colgate and low-end players like Anchor and Ajanta was another reason for the brand’s poor showing. Besides, the oral care category itself declined, with toothpastes witnessing a 12.5 percent drop and toothpowders, an 8 percent fall (ACNielsen Retail Audit 2003).
HLL made several attempts to give a boost to the sagging sales of Close-Up. In the early 2000s, the company launched many variants including Ultra Whitening, Oxy Fresh, and Eucalyptus Blue along with the mother brand -- Tingly Red. In January 2004, the Tingly Red toothpaste was promoted through an ad campaign with the jingle “Kya aap Close Up karte hain?”. However, this move did not yield the desired results. In June 2004, HLL decided to restructure Close-Up’s brand portfolio by dropping the variants and restricting it to the mother brand -- Tingly Red -- and a single variant Lemon Mint.
Who’s a media planner?[/b][/b]
Media planner is a job title in an advertising agency or media planning and buying agency, responsible for selecting media for advertisement placement on behalf of their clients. The main aim of a media planner is to assist their client in achieving business objectives through their advertising budgets by recommending the best possible use of various media platforms available to advertisers. Their roles may include analyzing target audiences, keeping abreast of media developments, reading market trends and understanding motivations of consumers.
In developing your media plan:[/b][/b]
Review your marketing objectives through the "lens" of media planning.
Review the options available.
Evaluate them against your objectives.
Set your minimum and maximum budget constraints.
Create alternative scenarios until you uncover the strategy that accomplishes your objectives within those constraints.
Develop a schedule describing ad appearances in each medium.
Summarize your plan in the form of a calendar and a budget.
Negotiate with media representatives to execute your plan.
While choosing media root things that need to be taken into consideration are[/b][/b]
Which media will reach your target market in the best way
What will it cost to run campaigns for each
What do I want to achieve as a result of using this media
Take into consideration the media objectives:[/b][/b]
To reach photo enthusiasts of that age and income group who are the chief purchasers.
To concentrate the greatest weight in urban areas where the target audience would normally be found and where new ideas gain a quicker response.
To provide advertising support at a consistent level except when it needs extra weight during announcements and the holiday season, when such target buyers are planning to visit exotic places or to meet their kith and kin.
To select those media, which will help strengthen the creative strategy and help demonstrate convenience, ease of shooting and, of course, excellent results. The “Hot Shot” camera with the ’Khatak’ sound became an instant success with the photo enthusiasts in the late eighties in India.
To reach target buyers through those media to gain greater frequency and lesser cost per opportunity
Media strategy, as used in the advertising or content delivery (online broadcasting) industries, is concerned with how messages will be delivered to consumers or niche markets. It involves: identifying the characteristics of the target audience or market, who should receive messages and defining the characteristics of the media that will be used for the delivery of the messages, with the intent being to influence the behaviour of the target audience or market pertinent to the initial brief. Examples of such strategies today have revolved around an Integrated Marketing Communications approach whereby multiple channels of media are used i.e. advertising, public relations, events, direct response media, etc.
The Indian toothpaste market is estimated at around Rs 14 bn with Hindustan Lever (HLL) having a market share of 32.8%. Close-Up (15.6%) and Pepsodent (17.2%) are the major brands for the company (ACNielsen-ORG Marg 2003). Close-Up was launched in 1975 and was the first gel toothpaste brand of HLL. Since the late 1990s the brand has witnessed a decline in market share, mainly due to the stagnation in the toothpaste gel market since 1998.
Increased competition from Colgate and low-end players like Anchor and Ajanta was another reason for the brand’s poor showing. Besides, the oral care category itself declined, with toothpastes witnessing a 12.5 percent drop and toothpowders, an 8 percent fall (ACNielsen Retail Audit 2003).
HLL made several attempts to give a boost to the sagging sales of Close-Up. In the early 2000s, the company launched many variants including Ultra Whitening, Oxy Fresh, and Eucalyptus Blue along with the mother brand -- Tingly Red. In January 2004, the Tingly Red toothpaste was promoted through an ad campaign with the jingle “Kya aap Close Up karte hain?”. However, this move did not yield the desired results. In June 2004, HLL decided to restructure Close-Up’s brand portfolio by dropping the variants and restricting it to the mother brand -- Tingly Red -- and a single variant Lemon Mint.