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Major
elements in media objective are as follows.
In above chart Objective is the guidelines for media plan and shadow plan is the actual plan
that he made in software. The process of making plan is as below.
After finalizing Objective media planner start making plan in TAM (Xpress) software.
He has to consider following attributes while making plan.Market, Channels, Audience,
Dayparts.
Media planner is making log file, in which he is adding spots after spots which he want to be
in his plan. After he finishes with one channel in every market he checks the deliveries of
that plan. It gives him the right picture whether he is going in right direction or not.
First media planner select option Spot Reach and Frequency –Pre
Click on Create new option from popup window, which allows media planner to
create new Log file.
As you can see in above screen there are two ways of making media plans.
1. By program/commercial wise and
2. By day part wise
First type is most frequently use in media planning. Which allow you to add spots by
channels and by program? First type is use when media planners are planning its spots on
high TRP programs like serials, game shows etc.
Second type is use when media planner wants to plan its spots time band wise. He usually
uses second type when he is planning its ad on movie, news, music channels.
Before start adding sports in log file planner ensures that the period of the media plan and
time band is proper.
Then he starts adding spots in log file. You can see that I have selected 3 spots of KSBKBT
in the selected spot section of log creator.
Media planner should always start from Hindi satellite. This is because all the Hindi satellite
channels creates spill over on the other satellites. He should always go for regional satellite
after completion of Hindi satellite.
This act allows him to see the optimum deliveries of his media plan.
While building plan for NCS he should make sure that first he will start with DD national
network which has its impact on all the markets.
After he finished with plan he makes the costing of the plan. Please find the example below.
In the costing process the most important element is budget allocated by Marketing
Manager for media campaign. MP has to deliver his plan in that specified budget.