Q1C · Explain the Functions of Media Planning

Answer

Definition. Media planning translates communication objectives into an organised delivery plan and a basis for measuring performance.

In simple words. Budget ko random jagah kharch karne ke bajay audience ke hisaab se allocate karo.

Understand it step by step

1. Find the audience: use research to identify relevant people, locations and media habits.
2. Select and coordinate vehicles: choose formats capable of communicating the message and avoid unnecessary duplication.
3. Allocate resources: compare relevant cost and audience quality, not only the cheapest inventory.
4. Specify delivery: set reach, frequency, timing and continuity goals.
5. Evaluate and adapt: compare actual delivery and communication outcomes with objectives. More channels, fragmented attention and complex buying options make a clear plan increasingly useful.

See it in use

Definition. Media selection balances audience fit, message requirements, geography, competitive context, exposure goals, flexibility and cost.

In simple words. Sirf cheap media nahi; relevant audience aur message fit bhi chahiye.

Understand it step by step

1. Audience and geography: compare the vehicle’s users with the actual target and product availability. Gross audience size can hide poor target fit.
2. Message and context: a demonstration needs visuals; a detailed offer needs readable information. Programme or page context can affect reception.
3. Reach and frequency: decide whether broad initial coverage or repeated exposure is more important to the objective. Balance them within budget.
4. Competition and timing: consider clutter, seasonal need and opportunities to reach neglected segments; do not copy a competitor automatically.
5. Cost and flexibility: include production as well as placement cost, availability, changes and cancellation constraints. A cheap exposure can still be ineffective.

See it in use