Page 236 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes such as product users among adults (males and females), teenagers, heavy users, or light users
etc. Media planners are usually more concerned with the percentage figures and index numbers
rather than with raw numbers. The index number is considered a fairly good indicator of the
market potential.

Percentage of users in a demographic segment
Index 100
Percentage of population in the same segment
An index number of more than 100 would indicate that the product use is proportionately more
in that segment compared to the one where the number is 100 (average) or less than 100. The
planners, depending on their overall strategy, may decide to focus on groups where the usage
index is less than average, average, or more than average.
Use of index number is helpful but it should be combined with percentages and product usage
figures to get a clearer and more accurate picture of the market. Index alone may in some
instances be deceptive as the figure may be the outcome of a very small population in the
segment.

Internal and external factors influence the media strategies. Important internal factors that may
influence the decisions are media budget, managerial and administrative capabilities of the
agency personnel, and the pattern of agency organisation.

Example: An agency may organise its media buying department on the basis of product
expertise, market expertise, or media expertise.
Other factors, external in nature, include rising costs of media, changes in technology, and the
competitive environment, etc.

Figure 13.1: Four Important Steps in the Development of Media Plan

Media strategy
Market Set the media Evaluation and
analysis objectives development and follow-up .
implementation

The next issue concerns where and when to advertise. Generally, the sales are not uniform in all
markets, and market potential also varies across markets. The big question is where would it be
wise to spend the advertising money. Obviously, those markets should be the priority areas that
are most likely to meet the desired objectives.

13.4.2 Establishing Media Objectives

Media objectives are formulated to help accomplish the advertising communications task and
marketing objectives. Media objectives are translated into specific goals for the media programme
and are limited to those that can be achieved through media strategies.

Example: The media objectives can be stated as:
1. Use print media to provide coverage of 80% of the target market over a six-month period,
starting July.

2. Reach 60% of the target audience at least three times (frequency) over the same six-month
period.
3. Concentrate heaviest advertising between October and December, with lighter emphasis
in earlier months.

230 LOVELY PROFESSIONAL UNIVERSITY