1. Media planning and scheduling
Chapter = 11
Media planning and scheduling

2. Wells Burnett says
“Media planning is a decision process regarding use of advertising time and space to assist in the achievement of marketing objectives”

3. Factors affecting Media planning
Nature of Product
Nature of customers
Distribution of product
Advertising objectives
Nature of message
Size of ad-budget
Media used by competitors
Media availability
Media reach and coverage
Media cost
Media frequency
Media image
Media discount
Language

4. Steps in involved in media planning
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 mix
Selecting suitable media vehicle within each selected media
Media scheduling
Executing advertising programme
Follow up and evaluation

5. Importance of Media planning
Optimum utilisation 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

6. Problems in media planning
Insufficient information
Time pressure
Difficulty in audience measurement
Difficulty in cost comparison
Changing environmental factors
Media decisions based on guess work
Inadequate expertise

7. Media Scheduling

8. Phases of media scheduling
Macro level media scheduling
Micro level media scheduling

9. Media scheduling strategies
Continuous option
Flighting option
Pulsing option

10. Factors affecting media scheduling
Nature of product
Nature of target audience
Stage of PLC
Competitors scheduling
Advertising budget
Rating of different T.V. programes
Government policy

11. Media Testing
Media strategy