Media Planning For A New World

Smart media planning calls for mastering changing consumer trends

- Shubhranshu Singh

The much quoted Michael Porter said, “Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different.” This applies to media planning in toto.

Any media mix can be understood through four prime considerations:

Reach: Where more is good. Reminding as many consumers as possible before purchase

Frequency: Where often is better. Focus only when there is a new and complex message aimed at changing behavior/habit

SOV: Where outshouting is religion. Gets into focus in a compelling competitive scenario

Steadiness: Where continuity matters. Reminding consumers every day

The traditional model of the FMCG inspired world was to emphasize maximizing of reach among the target audience and building continuity except where a radical change of behavior or habit was required.

Alas! That world is now no longer the real world. It has crumbled and blown away due to multiple factors.

The factors blowing in the change include:

Optimism that makes consumers see beyond the conventional

Youth as the vast majority of new media consumers

A technology-enabled and intermediated way of life

Breaking down of traditional habits