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MEDIA

MEDIA. Media Planning. It is basically the process involved in answering a client’s question : “ What are the best means of reaching out and communicating to the prospective customers of my brand ?”. TV Plan. Channel Prog Day/Time Dur Rate Spots Cost

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MEDIA

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  1. MEDIA

  2. Media Planning • It is basically the process involved in answering a client’s question : “ What are the best means of reaching out and communicating to the prospective customers of my brand ?”

  3. TV Plan Channel Prog Day/Time Dur Rate Spots Cost X A Mon/2100 30 100 4 400 B Tue/2100 30 200 4 800 C Wed/2100 30 300 4 1200 Y D Thu/2100 30 400 4 1600 E Fri/2100 30 500 4 2000 F Sat/2100 30 600 4 2400 G Sun/2100 30 700 4 2800 Plan Total 28 11200

  4. Print Plan Publ. Lang Freq Circl. Edition Size Col/BW Ins Rate Cost A Eng Dly 50 All 100 cc BW 4 100 400 B Hin Dly 60 All 100 cc BW 4 150 600 C Eng Dly 40 All 100 cc BW 4 200 800 X Ben Mnly 100 Cal FP Col 1 250 250 Y Tam Fnly 20 Mad FP Col 2 300 600 Z Tel Wkly 10 Hyd DS Col 4 200 800 Plan Total 19 3450

  5. Evolution of Media Function : The front end Insignificant part of a full service agency : Till TV (TRP) Significant part of a full service agency : Till Zee TV Critical part of a full service agency : Since Zee TV Beginning of media unbundling : Since recession (CMB/AOR) Unbundling of agency : Since Carat Media Service = Independent Business : TODAY

  6. Some Basic Concepts

  7. Reach The total number of different people who have been exposed at least once to the campaign

  8. Frequency The no. of times the audience gets exposed to the campaign during the campaign period.

  9. Average Frequency/OTS The average number of times the target audience was exposed to the campaign during the campaign period.

  10. Media weight • The product of reach and frequency is known as GRPs. • GRP is a measure of the media weight delivered by a media plan

  11. Media Research

  12. Socio-Economic Classification • A demographic indicator designed by the Market Research Society of India to reflect purchase behaviour. • It is based on 2 parameters - Education and a predefined list of 11 goods and services ownership of the Chief Wage Earner of the Householdranging from electricity connection, agricultural land to consumer durables such as airconditioners and cars. • The SEC of the HH determines the SEC of the family members. • It has 12 grades from A1 to E3

  13. Broad SEC Classification - Urban SEC By Education By Occupation A1 Grad & Post Grads B/I/SEP/Officer &Execs (General & Professional) (Sr & Mdl) A2 Grad & Post Grads Shop ownrs, Sup Level, (Professional) Ofiicers & Execs (Jr Lvl) B1B2 SSC+ < Grad Skld wrkrs, Petty Trdrs, Clerk,Salesmen C Schooling 5-9 yrs Skld wrkrs, Petty Trdrs, Clerk,Salesmen D Schooling upto 4 yrs Skld/Unskld, Petty Trdrs, Clerks,Salesmen E Illiterate Skld/Unskld, Petty Trdrs,

  14. Socio-Economic Classification - Rural • A demographic indicator designed by the Market Research Users Council • It is based on 2 parameters - Education of the Chief Wage Earner of the Household and the Type of House • The SEC of the HH determines the SEC of the family members.

  15. Broad SEC Classification Grid - Rural SEC By Education By Type of House R1 Some College but not Grad., Pucca Grads & Post Grads R2 SSC/HSC Semi Pucca R3 No formal school, Semi Pucca Schooling upto 9th Std R4 Illiterate Kuchha

  16. New SEC Classification • This is a revision on the earlier SEC scales • It has 12 (A1 to E3) subgroups as against the previous 8 for Urban and 4 for Rural. • As against education and occupation for urban and education and type of house for rural, the present system takes ownership of durables(list of 11), which is common for urban and rural households. • Questions asked of the sample are relating to ownership of durables, agricultural land, income and education of the chief earner • Advantages – uniform system for urban and rural, easy to classify, less subjectivity and more discrimination between subgroups

  17. Databases Used by PlannersPrint

  18. Readership & Circulation • NRS - National Readership Survey • IRS - Indian Readership Survey • Product profiles - Data on product and brand usage • ABC - Circulation figures

  19. Some Definitions Urban & Rural Classification According to the Census of India 1991, the following criteria were adopted for treating a place as urban : 1. All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc. 2. All other places which satisfied the following criteria : - A minimum population of 5000 - At least 75% of the male working population engaged in non-agricultural pursuits, and - A density of population of at least 400 per sq km Contd..

  20. Some Definitions (cont’d) Urban & Rural Classification 3. Apart from these, the outgrowths of cities and towns have also been treated as urban. All areas not identified as Urban, are classified as Rural

  21. Some Definitions (cont’d) Household - A person living alone or a group of persons staying together & sharing food from the same kitchen CWE - The member of the family who makes highest contribution to the HH income MHI - The sum of income of all members of the family Housewife - The female or the male member of the HH who is chiefly responsible for HH tasks and decides what should be purchased for theHH, for products such as soaps/ toothpastes, etc.

  22. Some Definitions (cont’d) Literate - A person who can with understanding do both - read & write in any one language. It is however not necessary that he should have received formal education in a school. Avg issue –readership - The estimated no. of people who have read any issue of a publication within the periodicity of the publication. Eg. A person would be counted in the average issue readership of outlook if he/she has read outlook in the last one week

  23. Some Definitions cont’d) Claimed Readership : No. of people who claim to have read any publication with a frequency greater than zero.

  24. The National Readership Survey Conducted by National Readership Studies Council - Advertising Agencies Association of India - Audit Bureau of Circulations - Indian Newspaper Society • NRS has been strictly an Urban survey • 6 NRS studies have been conducted till date. • From 1995, it was decided to make it a once in 2 years survey • From 1997 plans are to make NRS a 6-monthly survey and would also cover rural areas like the IRS (MRUC). Covers 12+ age group as against 15+ age group in NRS.

  25. INTAM - Current Status Reporting 21 centres - Bombay - Jalandhar - Delhi - Nasik+Solapur+Aurangabad - Calcutta - Vishakhapatnam - Madras - Vijaywada - Bangalore - Hyderabad - Ahmedabad - Lucknow + Kanpur - Pune + Nagpur - Madurai + Coimbatore - Bhopal + Indore

  26. Peoplemeter Types Tuner Substitution These meters work by substituting the tuner inside the TV set with their own tuner. Thus these meters have a direct control over what is happening on the TV set Tuner Monitoring Monitoring meters work by placing a small antenna-like probe near the tuner inside the TV set to detect the channel being viewed. Picture Matching Meters that capture the picture on the TV set which is later matched with the pictures collected at the master control station.

  27. Calculation of TRP- The Diary Method Suppose there are 150 Diary HHs in Kanpur 30 people indicate in the diary that they watched Boogie Woogie Therefore the TRP for Boogie Woogie : (30/150 )x100 = 20 100 people indicate that they watched the Sunday Hindi Film Therefore the TRP for Hindi Film : (100/150)x100 = 66.6

  28. Calculation of TRP- The Peoplemeter Method Universe : 10 people (A,B,C,D,E,F,G,H,I,J) Programme : Madhubalatelecast at 8.30 - 9.00 pm Channel : Colors Duration : 30 minutes Viewership of KZK Viewer Start Time End Time Minutes Watched A 8:30 8:40 10 B DNW - - C DNW - - D 8:46 8:50 4 E DNW - - F 8:30 8:35 5 G DNW - - H DNW - - I DNW - - J 8:33 8:58 25

  29. Calculation of TRP- The Peoplemeter Method TRP of Madhubala: 10 4 5 25 + + + 30 30 30 30 x 100 = 15 10 The corresponding TRP under Diary Method : (4/10)x100 = 40

  30. Data on Competitive Media Activity

  31. Print and TV Print • ORG Press Audit • ABC Television • Time Monitoring Services • Super services • Current Opinions and Future Trends • ORG TV Audit

  32. TV - Advertising Monitoring • Coverage • All TV advertising across categories • Information • Time of telecast of ad • Spot duration • Estimate of spend • Reporting • Category/Brand/Channel • Periodicity • Weekly • Utility • Keeping track of competition

  33. Print - Advertising Monitoring • Coverage • Across product categories • Information • Date of insertion • Colour/BW ad • Size/position of ad • Estimate of spend • Reporting • Category/Brand/Publication/Statewise • Periodicity • Monthly • Utility • Keeping track of competition

  34. The Planning Process

  35. Various Steps in Media Planning • Studying the Target Audience and its Media preferences • Review of our previous year’s performance • Competitive Analysis • Identifying Media Tasks/Setting Objectives • Framing a Media Strategy • Channel Selection • Progs/Dlys/Mags Selection • Developing the Final Plan • Plan Evaluation • Post Campaign Review These do not necessarily happen sequentially - there are overlaps between these steps

  36. Identifying Media Tasks/Setting Objectives • Given the marketing objectives, one needs to identify Media Tasks and set objectives accordingly • The Media Objectives should be more a reflection of the Marketing Objectives • The marketing objectives provide direction for the planner in selecting Media. Media objectives should give further leads based on this.

  37. Examples of Marketing Objectives andMedia Objectives Marketing Objective • To increase share with special effort directed only to the existing customer base

  38. Examples of Marketing Objectives andMedia Objectives Marketing Objective • To increase share with special effort directed only to the existing customer base Media Objective • Focus on the Core Target segment in the existing markets and increase frequency of exposure to our advertising

  39. Examples of Marketing Objectives andMedia Objectives Marketing Objective • To regain lost volume - target 14% market share

  40. Examples of Marketing Objectives andMedia Objectives Marketing Objective • To regain lost volume - target 14% market share Media Objective • Special focus on markets where market share has dropped and step up activity levels. Maintain a consistent level of activity the other markets to maintain market share

  41. Examples of Marketing Objectives andMedia Objectives Marketing Objective • To acquire 20% market share in year 1 after national launch, 25% in the next year and 30% in the 3rd year

  42. Examples of Marketing Objectives andMedia Objectives Marketing Objective • To acquire 20% market share in year 1 after national launch, 25% in the next year and 30% in the 3rd year Media Objective • Focus on markets where there is a higher return in value for every rupee spent. Focus on growth markets and capture market share

  43. Framing a Media Strategy • Media Strategy is all about concrete steps taken to achieve Media Objectives • This would include steps like setting quantifiable media targets, finalising Media Mix, taking decisions on scheduling, market prioritization, identifying role for each element in the Media Mix, etc.

  44. Market Prioritization - The Need • All markets might not be of equal importance • The client might want to focus on some markets for strategic reasons • Budget constraints - therefore cover markets with the available money on a priority basis

  45. Factors Considered in Market Prioritization • Dispersion of Brand Sales • Competitive Activity • Dispersion of Target Audience • Growth rates in various markets • Category Sales Dispersion • Sales Targets

  46. Media metrics • CPM – Cost per thousand audience reached • Weighted CPM – Cost per thousand of target market reached • CPRP – Cost per rating point ie. cost of media buy/vehicle’s rating. Ratings indicate the % of a firm’s target market that is exposed to the communication. eg. if the rating of India Today is 16.1 and the cost of advertising in India Today is Rs 350000 for a FP ad, then CPRP would be Rs 21739. if the rating of Frontline is 4.9 and the cost of advertising for a FP ad is Rs 50000 for a FP ad, then CPRP would be Rs 10204.

  47. Media Metrics (cont’d) • Gross impressions – The total exposure of the audience to the communication eg. If the readership to Business India is 20 million and there are 6 insertions placed for a campaign lasting 3 months, then the total gross impressions is 120 mllion.

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