Media Planning & Research: Process, Models, Media Types & Scheduling

Core Concepts: Media and Media Planning

1. Definition of Media

Media refers to the channels or vehicles through which an advertising message is communicated to the target audience. These can be categorized into:

• Paid media (traditional ads: TV, radio, print)
• Owned media (brand websites, social media profiles)
• Earned media (word-of-mouth, PR, influencer endorsements)

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2. Definition of Media Planning

Media planning is the strategic process of selecting the most effective media channels to deliver an advertising message to the target audience at the right time, in the right place, and at the right cost. It involves:

• Research (audience analysis, media habits)
• Strategy (objectives, budget, reach/frequency goals)
• Execution (media mix selection, scheduling)
• Evaluation (performance metrics, ROI)

Why is media planning critical?

• Ensures cost-efficiency (avoiding wasted ad spend).
• Maximizes reach and frequency (how many people see the ad and how often).
• Aligns with campaign objectives (brand awareness, sales, etc.).

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The Media Planning Process: A Step-by-Step Breakdown

Step 1: Define Campaign Objectives

Use the DAGMAR model (Defining Advertising Goals for Measured Advertising Results) to set specific, measurable goals:

• Awareness (e.g., "Increase brand recognition by 20% in Kathmandu").
• Comprehension (e.g., "Ensure 50% of target audience knows the product’s key features").
• Conviction (e.g., "Persuade 30% of potential buyers to consider the product").
• Action (e.g., "Drive 15% of online traffic to purchase").

Example: Ncell’s "Unlimited Data" campaign used TV ads to increase awareness (DAGMAR’s first goal) before shifting to digital ads for conviction and action (discount offers via their app).

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Step 2: Market & Audience Research

Key research methods:

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Step 3: Setting the Media Budget

Budget allocation depends on:

• Campaign goals (e.g., national vs. regional reach).
• Media mix (TV is expensive; digital ads are cost-effective).
• Target audience (youth prefer digital; elders prefer TV/radio).

Budgeting Models:

1. Percentage of Sales (e.g., 5% of last year’s revenue).
2. Competitive Parity (matching competitors’ ad spend).
3. Objective & Task (allocate based on specific goals, e.g., "$50K for Facebook ads to reach 50K users").

Worked Example: Daraz’s Budget Allocation

• Goal: Increase app downloads by 30% in 6 months.
• Strategy:
  • Digital (60%): Google Ads ($30K), Facebook/Instagram ($20K).
  • Outdoor (20%): Billboards in high-traffic areas ($10K).
  • Influencers (20%): Micro-influencers ($10K).
• Why? Digital targets tech-savvy users; outdoor ads reinforce brand visibility.

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Step 4: Media Strategy (Reach, Frequency, Continuity)

MECCA Model for Message Design (Short Note Answer) The MECCA model helps design ads for maximum impact:

• Message (clear, benefit-driven).
• Emotive (emotional appeal: humor, fear, nostalgia).
• Creativity (unique visuals/storytelling).
• Consistency (brand voice across all media).
• Audience (tailored to demographics).

Example:

• Khalti’s "Digital Payment" ads use emotive (security reassurance) + creative (animated characters) to appeal to both urban and rural users.

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Step 5: Selecting the Media Mix

A. Indoor Media (Nepal Examples)

B. Outdoor Media (Nepal Examples)

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Step 6: Media Scheduling

Definition: The timing and frequency of ad placements to optimize impact.

Types of Scheduling:

1. Continuous Scheduling

   • Definition: Ads run steadily over the campaign period.
   • Example: NTC’s "Safe Driving" ads aired weekly for a year.
   • Best for: Brand awareness (e.g., Unilever’s detergents).

2. Flighting (Intermittent)

   • Definition: Ads run in bursts with gaps in between.
   • Example: Pathao’s "Summer Discount" ads run only in June-August.
   • Best for: Seasonal products (e.g., winter jackets in December).

3. Pulsing

   • Definition: Combines continuous and flighting—steady baseline with peak periods.
   • Example: Daraz’s "Black Friday" ads pulse in November-December.
   • Best for: Promotions with high demand (e.g., festival sales).

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Step 7: Execution & Monitoring

• Pre-campaign: Confirm ad placements, negotiate rates.
• During campaign: Track impressions, click-through rates (CTR), conversions.
• Post-campaign: Analyze ROI, brand lift, sales impact.

Tools Used in Nepal:

• Google Analytics (for digital ads).
• Social Blade (for YouTube/TikTok performance).
• Media Audits (e.g., Kantipur’s readership reports).

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In the Real World

1. eSewa’s Digital-First Strategy

   • Idea Used: Media mix selection (digital > print).
   • How? eSewa allocates 80% of its ad budget to digital (Google Ads, Facebook, influencer collabs) because 90% of its users are under 35 and active online. Print ads are minimal (only in financial newspapers like Nepal Samacharpatra).

2. Daraz’s Pulsing Scheduling for Black Friday

   • Idea Used: Pulsing media scheduling.
   • How? Daraz starts teaser ads in October, ramps up in November, and peaks in Black Friday week (Nov 24–Dec 1). This creates urgency and maximizes sales during the highest shopping period.

3. Ncell’s Outdoor + Digital Combo for 4G Launch

   • Idea Used: Multi-channel reach.
   • How? Ncell used:
     • Outdoor: Giant billboards near Thamel and Lakshmi Path (high foot traffic).
     • Digital: YouTube pre-roll ads targeting gamers and students (their primary 4G users).
     • Result: 40% increase in 4G sign-ups within 3 months.

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Factors Affecting Media Choice

Example: Choosing Media for a Bank Loan Campaign (Nabil Bank)

• Target Audience: Salaried professionals (25–45 years).
• Message: Complex (loan terms, interest rates).
• Media Choice:
  • Digital (60%): LinkedIn ads (professional audience), Google Ads (search intent).
  • Print (20%): The Kathmandu Post (business section).
  • Outdoor (20%): Billboards near Balkhu and Putalisadak (corporate hubs).
• Why? Digital allows detailed explanations; print builds credibility; outdoor reinforces visibility.

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Exam Tip: How to Score Full Marks

For Analytical Questions (e.g., "Discuss media planning process")

1. Structure: Use the 8-step process (objectives → research → budget → strategy → mix → scheduling → execution → evaluation).
2. Examples: Always tie steps to Nepalese brands (e.g., Daraz’s digital focus, Ncell’s outdoor ads).
3. Models: Mention DAGMAR (for objectives) and MECCA (for message design).
4. Visuals: If allowed, draw a simple flowchart of the process.

For Short Notes (e.g., "Media scheduling")

• Define in one line.
• Give two types (e.g., continuous vs. flighting).
• Add a real example (e.g., "Pathao uses flighting for seasonal promotions").

For Identification Questions (e.g., "Four indoor media types")

• List four clear examples (e.g., newspapers, transit ads, cinema ads, digital pop-ups).
• Add a brief advantage for each (e.g., "Cinema ads have captive audiences").

Avoid Common Mistakes

• ❌ Vague answers (e.g., "Media planning is important" → wrong).
• ✅ Specific answers (e.g., "Media planning ensures 70% reach for Ncell’s 4G campaign via TV + digital").
• ❌ Ignoring Nepal context (always relate to local brands/media).
• ❌ Mixing media types incorrectly (e.g., calling a billboard "indoor media").

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Final Checklist Before Submitting: ✔ Did I define all key terms (media, media planning, scheduling)? ✔ Did I cover all subtopics (process, models, indoor/outdoor media, factors)? ✔ Did I use 2–3 real-world examples (eSewa, Daraz, Ncell)? ✔ Did I include visuals for every major concept? ✔ Did I follow the exam format (structured, concise, exam-friendly)?