Module 2

1. Media planning
Media planning is a strategic process used by marketers, advertisers, or public relations
professionals to determine how, when, and where to deliver a brand’s message to its target
audience. The goal is to achieve maximum impact by optimizing media channels and formats
while staying within a budget

Key steps involved in media planning:

1. Market analysis – study market size, competition

2. Defining target audience - A target audience is a specific group of people who are most
likely to be interested in and buy a company's product or service

3. Choosing media mix - combining different media for maximum impact

4. Scheduling - Plan when your ads will run

5. Budget allocation - Determine the budget

Advertising campaigns
Ad campaigns are a set of advertisements and activities designed to achieve a specific
marketing goal (that focus on a single message). They are intended to meet a specific business
goal as well as lead to conversions.

- To reach a target audience and achieve a larger outcome, such as increasing brand
awareness, generating leads, or driving sales.

Example:

• Nike - “Just Do It”

• Coca-Cola - “Share a Coke”

• Apple – “Think Different”

• McDonald’s – “I'm Lovin’ It”

Elements of an Advertising Campaign
1. Clear Objectives and Goals

Determine, what is expected from the campaign: brand awareness, sales, or customer loyalty.

A set goal gives focus to an advertising campaign.

- For example, the campaign's goal could be "to increase online sales by 20% in three
months through targeted digital ads" instead of "to increase sales”.

2. Know Your Audience

Conduct market research to identify their demographics, preferences, behaviors, and pain
points. Tailor your messaging and creative elements to resonate with their interests and needs.

3. Compelling Message and Creative Execution

Craft a compelling message that captures attention and communicates the USP of your product
or service. Your message should be clear, concise, and memorable

Develop creative assets that stand out and align with your brand identity:

- Visual elements, copywriting, or multimedia content - ensure that your creative

execution is captivating, relevant, and consistent across all channels.

4. Advertising Channels and Mediums

Pick platforms where your audience is active, such as:

• Google Ads (PPC) for search intent

• Facebook and Instagram ads for engagement

• LinkedIn Ads and SEO for B2B targeting

• TV, print, and radio for broader reach

5. Budget and Resource Allocation

Determine a daily/monthly budget based on expected ROI. Choose a bidding strategy:

Example: CPC (Cost Per Click) for website traffic

- Bids: The amount an advertiser is willing to pay for an ad placement.

6. Call-to-Action (CTA)

Clear, urgent messaging like “Shop Now” - boosts engagement.

7. Landing Pages

A dedicated, standalone webpage that visitors "land" on after clicking a link in an online
advertisement, email, or social media post

- Ensure that your ads link to optimized landing pages that continue the conversation started by
the ad. This increases conversion rates.

8. Testing

A/B test different versions of ads (e.g., different headlines, images, or CTAs) to determine which
performs best.

9. Monitor Performance

Monitor Key Performance Indicators (KPI) such as:

- click-through rate (CTR), conversion rate, cost-per-click (CPC), and return on ad spend (ROAS)
to evaluate performance.

Market Analysis
Market analysis in advertising is a detailed assessment of a target market and its competitive
landscape, used to inform marketing strategy and predict the success of an ad/ad campaign.
1. Product Research
Understand the product or service you are advertising.

Question:

- What are the product’s key features and benefits?

- What problem does the product solve for customers?
- What is the product’s competitive advantage?

2. Media Reach and Frequency

Media Reach: The total number of unique individuals exposed to your ad. Aim to maximize
reach to increase brand awareness.

Frequency: The average number of times an individual is exposed to the ad. Higher frequency
helps in reinforcing the message.

Balance: Find a balance between reach and frequency to ensure your message is not
overexposed (leading to ad fatigue) but reaches enough people.

3. Media Schedule
Plan when your ads will run (specific days, times of day, seasons).

Types of Scheduling:

Continuity: Ads are run at regular intervals over time (best for products with consistent
demand).

Flighting: Ads run intermittently in bursts (useful for seasonal products).

Example: Christmas Ads – products related to that season.

Pulsing: Combines both continuity and flighting, with continuous baseline ads supplemented by
bursts.

4. Market Segmentation
Dividing the broader market into smaller, more manageable segments based on specific criteria
like:

Demographics (age, gender, income)

Psychographics (lifestyle, values)

Behavioral (purchase habits, brand loyalty)

Geographic (location-based targeting)

5. Positioning
Define how the product should be perceived in the minds of the target audience.

Question:

- What is the unique selling proposition (USP)?

- How does the product stand out from competitors?
- What emotions or needs does the product fulfill?

6. Niche
Niche marketing involves focusing on a specific,
smaller segment of a larger market by creating
products, services, and marketing messages tailored to
that group's unique needs and preferences, rather
than appealing to the entire broad market

• The niche pockets within your target

audience have unique preferences and needs.

For instance, makeup sector is broad (market) ->

there’s makeup for acne-prone skin, professional artists, older skin

A niche reinforces your unique selling proposition, allowing your brand to differentiate itself in
the marketplace.

• Ads tailored to a niche audience are more likely to be relevant and appealing, leading to
better performance metrics, such as higher click-through rates (CTR) and lower bounce
rates.

How brands can use influencers to connect with niche markets

• Identify a niche within your target audience

• Find influencers trending within the niche

• Conduct influencer outreach

• Collaborate on content

• Engage with the niche’s community

Niche marketing campaign Example:

- Ring x Pet-fluencers
Home security company Ring asked pet parents to share videos or pictures
from their Ring camera on Instagram or TikTok with the hashtag #RingPets.
For each submission, Ring pledged a donation to the ASPCA (the American
Society for the Prevention of Cruelty to Animals) and local animal shelters.
In total, the brand donated $500,000.

7. Media Mix
Determine the combination of media channels to effectively deliver the campaign message.

Channels:

Traditional Media: TV, radio, print.

Digital Media: Social media, search engines, video platforms, email marketing.

Out-of-home (OOH): Billboards, transit ads.

Direct Channels: Owned platforms like a company’s website or app.

David Ogilvy (1911–1999)

• “Father of Advertising”

• David Ogilvy is a legendary figure known for his research-driven, fact-based approach to
advertising.

• His philosophy was simple: the purpose of advertising is to sell.

• Founder of Ogilvy & Mather, one of the biggest ad agencies in the world.

• Famous for clear, research-based, long-copy ads.

• Many Indian brands still use storytelling and simple, clear messaging in the Ogilvy style.

Notable Campaigns:

Rolls-Royce:

• "At sixty miles an hour the loudest noise in this new Rolls-Royce
comes from the electric clock,"

• was written by David Ogilvy for an advertisement campaign of a

Rolls-Royce in 1958
 • This specific, factual headline immediately captured attention and highlighted the car's
quality.

Hathaway Shirts - 1951

• Used a model with an eye patch

• → became iconic.

Dove

Ogilvy positioned Dove not just as a soap, but as a

"beauty bar," elevating its status and appeal to women.

He wrote two influential books on advertising—

• Confessions of an Advertising Man (1963)

• Ogilvy on Advertising (1983)

• An Autobiography (1997; a revised edition of a book originally published as Blood,

Brains, and Beer, 1978)

“The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a
mere slogan and a few vapid adjectives will persuade her to buy anything.”

- David Ogilvy: Confessions of an Advertising Man

Alyque Padamsee (1931–2018)

• "Father of Modern Indian Advertising"

• Indian ad filmmaker, theatre personality

• He was the CEO of Lintas India (now MullenLowe Lintas

Group)

• Believed ads must touch emotions and reflect Indian

values.

Famous Campaigns:

• Fair & Handsome - 2003

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 • Hamara Bajaj - 1989

Emotional campaign connecting Bajaj scooters with Indian family life.

[Link]

• Surf Detergent

• Promoted quality over price, showed smart homemakers (Lalitaji character)

• [Link]

Padamsee’s emotional and cultural style continues in ads like Asian Paints (Har Ghar Kuch Kehta
Hai).

Piyush Pandey (1955– )

• Piyush Pandey is a creative genius who has transformed
Indian advertising by rooting it in local culture and
emotions.

• Pandey joined the ad industry as a client servicing

executive at Ogilvy in 1982.

• Believes in using local language, humor, and Indian culture to make ads relatable.

Famous Campaigns:

Fevicol

• Ads showing unbreakable bonds (like a whole village sitting on

one bench).

• [Link]

Amul

• Witty topical ads and “Utterly Butterly Delicious” tagline.

Cadbury Dairy Milk – Kuch Khaas Hai Zindagi Mein (girl dancing on
cricket ground).
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