Marketing Communication

This document provides an overview of marketing communication and media planning. It discusses the definition of media and media vehicle, the role of media planning, different media types and forms, the role of media in marketing functions, the steps of media planning, and the concepts of reach, frequency, and continuity. It also explores the practice of mixing media in marketing communication.

Running head: MARKETING COMMUNICATION
Marketing Communication
Name of the Student
Name of the University
Author Note

1MARKETING COMMUNICATION
Table of Contents
Introduction................................................................................................................................2
Definition of Media and Media Vehicle....................................................................................2
Role of Media Planning.............................................................................................................2
Media Types and Forms.............................................................................................................3
Role in Media Functions............................................................................................................4
Description of Media Planning and Media Plan........................................................................4
Steps of Media Planning............................................................................................................5
Reach, Frequency and Continuity..............................................................................................5
Practice of Mixing Media...........................................................................................................6
References..................................................................................................................................7
Appendix....................................................................................................................................8

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Introduction
Media planning is one of the major and one of the most vital activity for any
organization1. Thus, it is important to assess the activities that are related to the media
planning. This is one of the major tool for the marketing strategy. Thesgala is a dairy
company that operate Greece2. They operate in the market by offering milk and milk based
products such as curd, butter, cheese and the world renowned Greek Yogurt. They have
identified a need to promote their products effectively for which they need to incorporate a
media plan. The purpose of the study is to incorporate the measures that will be projecting the
activities that are related to media planning in terms of operations of Thesgala Greek Milk
Company. The study will be stating about media and media vehicle along with stating about
the process of media planning.
Definition of Media and Media Vehicle
Media is a medium that helps in communicating with the masses that will be
projecting the desired message for the targeted set of audience3. This is inclusive of the
activities that will be inclusive of various channels.
Media vehicle is an important part for the organizations and the same will be liable
for the liability of the Media Plan that is to be formulated by Thesgala Greek Milk Company.
This is a specific method for the media that will be used to transfer the message projecting
the key values to the customers. This is also known as a media channel4.
1 Jugenheimer, Donald W., Kim Sheehan, and Larry D. Kelley. Advertising media planning: a brand
management approach. Routledge, 2015.
2 Thesgala.gr. "<Span Style='Color:#D71820'></Span> Thesgala,Θες Γάλα, Συνεταιρισμός Αγελαδοτροφων,
Θεσσαλία, Πιερία, Μακεδονία, Gala, Αυτόματος Πωλητής Γάλακτος, Αυτοματοι Πωλητές Γαλακτος, Γάλα
Κακαό, Choco". Thesgala.Gr, 2019, https://www.thesgala.gr/.
3 Jugenheimer, Donald W., Kim Sheehan, and Larry D. Kelley. Advertising media planning: a brand
management approach. Routledge, 2015.
4 Jugenheimer, Donald W., Kim Sheehan, and Larry D. Kelley. Advertising media planning: a brand
management approach. Routledge, 2015.

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Role of Media Planning
Media Planning is the process of delivering the correct message to the correct people
this is one of the major contributor towards the directing the advertisements to the right
people and at the correct time. The media planning activities for Thesgala will consist
activities that will be required for the emphasizing the activities such as place of
advertisements, determining the channels for the advertisements also known as media
vehicle. The Media plan for Thesgala also consists of the activities that will be required to
determine the period of advertisements, frequency along with finding the right opportunities
that will be helping in integrating the communication tools with the advertisement plan.
Media Types and Forms
There are different type of media that is existing that can be utilized by Thesgala for
reaching the targeted audience. The different type of the media is inclusive of broadcast
media, print media, out of home media and one of the most popular media that is being
utilized by the organization for the advertisement is internet5.
 Print: Print media is one of the major platform that is consisting off the newspaper,
circulars, magazines, bill boards. However if there is incorporation of the critical
thinking it can be utilized to share the key values of the company and get to know the
real need of the customer.
 Broadcast: Broadcast media is of the activities projecting the message with the audio-
visual projecting the message. Incorporation of the critical thinking is one of the most
vital point that will help the organization to incorporate the creative advertisements
for gaining the attention of the customers.
 Out of Home: The concept outdoor advertisement is also known as the out of home
advertisement. This is the type of media is usually used for the delivering the message
5 Bertrand, Claude-Jean. Media ethics and accountability systems. Routledge, 2018.

4MARKETING COMMUNICATION
to the audience while they are not in their homes. This concept is mainly focused on
the delivering the message one the go.
 Internet: Internet is one of the major media that can be used by the company that can
be used for the advertisements. This is one of the medium that will be projecting the
activities that will be transferring the message to the audience via the internet.
Role in Media Functions
There are certain roles that the media will play in for the attaining the objective of
sustainability and awareness for the company. The key roles in media functions are stated
below. The major roles are educate, aware, transfer of message, persuade and image
building6.
 Educate: Educate audience in by providing the requisite information about the
product offered by the company and about the health benefits of consuming milk and
milk based products.
 Aware: Create awareness about the product and the company as a whole.
 Message Transfer: One of the main role for the media is to deliver the message that
will be liable providing the ultimate intention of the company and the value that is
offered by the latter.
 Persuade: One of the important role for the media is to persuade the thinking of the
targeted audience which will lead to increase of turnover that will be enjoyed by the
company.
 Image Building: There is another role that media is about projecting the image of the
product and Thesgala to the customers. It will help the company in creation of brand
awareness and goodwill formulation.
6 Andrews, J. Craig, and Terence A. Shimp. Advertising, promotion, and other aspects of integrated marketing
communications. Nelson Education, 2017.

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Description of Media Planning and Media Plan
Media plan is the description of the objectives that will be consisting of the strategy
related to the media plan and its implementation, resource allocation for the activities,
scheduling the media along with the description of the media mix. Media plan is also the plan
that is concerned about the activities such as directing the correct audience7.
Media planning is the complex process that is associated with delivering the correct
promotional message to the correct set of customers that will be liable for the creating a
prospective. Thus, it can be opined that Thesgala should incorporate a proper media planning
mechanism that will help the company increase their turnover and help in the development of
the image of the brand8. It will also contribute to the long-term sustainability of the company.
Steps of Media Planning
There are steps that are associated with the development of the activities that will be
liable for the media planning9. Same can be incorporated in the media plan of Thesgala. The
required steps for the media planning is stated below;
 Collection of Information: This is the first step that is associated with the
developing the target by gathering the information through which Thesgala will
collect information about the potential target market.
 Setting-up Goals: Thesgala will then have to set-up the goals that will determine
the goals and strategies that will be liable for the strategic objectives of the
company. This is one of the most important step to determine the ultimate
strategic outcome.
7 Jordan, Jane. The four stages of highly effective crisis management: How to manage the media in the digital
age. CRC press, 2016.
8 Rosenberg, Mike, and Philip H. Seager, eds. Managing Media Businesses: A Game Plan to Navigate
Disruption and Uncertainty. Springer, 2017.
9 Yasin, Md. "The planning process for BTL marketing campaigns." (2016).

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 Determination of the Media Strategy: This is important to address the
implementation of the plans. By incorporating the above steps properly, Thesgala
can determine the proper media strategy that can help them contribute to the
sustainability in the long run.
 Selection of the Vehicle: This step is concerned with the selection of the correct
vehicle to deliver the message. The company can determine the correct medium
through which they can communicate the promotional and marketing prowess.
 Decision Making: This step relate to the taking the decision based on the
strategies. This is a step where critical thinking plays a major role to assess the
situation and take the correct decision making.
 Action Planning: This is one of the major activity that will be liable for executing
the strategies that are taken by the company, once they have carried out the above
steps properly.
Reach, Frequency and Continuity
There are some of the key determinants that are associated with the media planning
which are the significant while concerned with the reach, frequency and continuity10. These
factors are stated below;
 Reach: This related to the number of unique people that have been exposed to the
advertisement of the company for a single incident at least.
 Frequency: It is related to the number of times that the number households and
individuals have been exposed to that particular advertisement.
 Continuity: This is a method of scheduling the media planning. This is
scheduling states about the projecting the advertisements in regular intervals.
10 Einstein, Mara. Advertising: What Everyone Needs to Know®. Oxford University Press, 2017.

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Practice of Mixing Media
Media Mix is one of the major contributor towards the development of the key aspects
that will be contributing towards the allocation of the resources for media plan. Incorporation
of all the factors of the Marketing mix from the part of Theslaga will determine the viability
of operation of the company. This is one of the major factor that will be liable for the
development of the activities that are related to efficient and integrated market
communication. This is inclusive of earned media, paid media and owned media11.
11 Lovett, Mitchell J., and Richard Staelin. "The role of paid, earned, and owned media in building entertainment
brands: Reminding, informing, and enhancing enjoyment." Marketing Science 35.1 (2016): 142-157.

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References
Andrews, J. Craig, and Terence A. Shimp. Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education, 2017.
Bertrand, Claude-Jean. Media ethics and accountability systems. Routledge, 2018.
Einstein, Mara. Advertising: What Everyone Needs to Know®. Oxford University Press,
2017.
Jordan, Jane. The four stages of highly effective crisis management: How to manage the
media in the digital age. CRC press, 2016.
Jugenheimer, Donald W., Kim Sheehan, and Larry D. Kelley. Advertising media planning: a
brand management approach. Routledge, 2015.
Lovett, Mitchell J., and Richard Staelin. "The role of paid, earned, and owned media in
building entertainment brands: Reminding, informing, and enhancing enjoyment." Marketing
Science 35.1 (2016): 142-157.
Rosenberg, Mike, and Philip H. Seager, eds. Managing Media Businesses: A Game Plan to
Navigate Disruption and Uncertainty. Springer, 2017.
Yasin, Md. "The planning process for BTL marketing campaigns." (2016).
Thesgala.gr. "<Span Style='Color:#D71820'></Span> Thesgala,Θες Γάλα, Συνεταιρισμός
Αγελαδοτροφων, Θεσσαλία, Πιερία, Μακεδονία, Gala, Αυτόματος Πωλητής Γάλακτος,
Αυτοματοι Πωλητές Γαλακτος, Γάλα Κακαό, Choco". Thesgala.Gr, 2019,
https://www.thesgala.gr/.

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Appendix
1. Media Mix
2. Print Media Example
3. Broadcast Media Example

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4. Out of Home Advertisement
5. Internet Advertisement Example

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6. Media Planning Steps
Collection of
Information
Setting-up
Goals
Determination
of the Media
Strategy
Selection of
the Vehicle
Decision
Making
Action
Planning