Introduction advertising unit Structure

 
 
 
 
 
 
 

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62 
5 
 
 
MEDIA PLANNING 
 
Unit Structure : 
 
5.0 
Objectives of the lesion 
5.1 
Introduction
5.2 
Steps in Media Planning 
5.3 
Media Vehicle choice 
5.4 
Significance of Reach Frequency and Continuity in media 
planning 
5.5 
Zipping and Zapping 
5.6 
Summary
5.7 
Questions 
5.0 OBJECTIVES OF THE LESSON
 
After completion of this lesson the student will be able to 
understand : 
Media Planning : Process involved in Media planning 
Major Media types - Media-Vehicle, Media Vehicle Choices 
Significance of (a) Reach (b) Frequency and (c) Continuity in 
media planning 
Objectives of Greater Frequency : Media Mix 
Zipping and Zapping 
5.1 INTRODUCTION
 
Media planning is an exercise to find the best medium or 
combination of media that will produce the best overall effect 
relative to the needs of the advertised brand. Media planning in 
general should involve optimum benefits in the long run. The media 
mix, in terms of balance of usage for TV, radio and print media or 
other types of media vehicles, should be such that the best utility of 
the advertising budget is obtained, and duplication of audience is 
avoided as far as possible. 

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There is no single best media strategy that is applicable in 
varied situations or sometimes even in similar situations. Media 
strategies also differ because of changing situations. For example, 
the state of the economy changes just as consumers‟ tastes 
change. Advertisements for luxurious cars would therefore not be 
effective during times of economic depression. Similarly, 
advertisements about blue jeans, when jeans are not in fashion, 
would not have much impact. 
To select the right media and to search the right target 
audience for a desired response the advertiser or his advertising 
agency should go for a systematic media planning.