Transcript Media Vehicle

Background
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Media planning is a process of determining how to use time and
space to achieve advertising objectives
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Media decisions are complex due to cross- substitutability of various
media. Each media is capable of achieving what the other- media
may achieve.
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Media choice is important from two reasons : It leads to outgo of
funds and delivers message to desired target market.
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For making right decisions about media choice, it is important for the
marketer to know where does the customer spend his entertainment
time.
Steps in Media Manning
Marketing Objectives
Marketing Communication
 Objectives
 Strategy
Direct Marketing
• Objectives
• Strategy
Sales Promotions
• Objectives
• Strategy
Advertising
• Objectives
• Strategy
Personal Setting
• Objectives
• Strategy
Media Planning
Target Audience Analysis
Media Objectives
Media Class Decisions
Media Vehicle & Option
Media Schedule & Training
Evaluation & Control
Public Relations
• Objectives
• Strategy
Internet
• Objectives
• Strategy
Creative Planning
• Factors that influence major Media decisions:
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Type of Product
Stage of PLC
Company Policy
Budget
Nature of Audience
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Major media decisions are : Media class, media vehicle, media
option, media scheduling and timings.
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Media planning is important due to proliferation of media choices
and their increased costs.
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Media planning is the last stage and very important in marketing
strategy of a firm. if not handled professionally, it may jeopardize
the whole efforts and money.
Terms in Media Planning
Media Class : Type of Media : TV, Newsletter, Magazine, Radio &
Internet etc.
Media Vehicle : A single programme, magazine, or radio station (TOI,
India Today)
Media Option : It is selecting the unit of advertising that is to be
employed. Example. 15 seconds or 30 seconds sport in TV Commercial;
Half page or Full page; Black & While or color Ad; Inside page or Back
cover page.
Scheduling : Scheduling is concerned with timing the insertion of
advertisements in the selected media. Decisions in this area are
essentially based on certain assumptions regarding how the target
audience will respond to the presence or absence of the advertising
messages with respect to the set advertising objectives.
3 approaches to scheduling : Continuity, Fighting and Pulsing. It is
based on the advertising objectives (Brand awareness or brand
attitudes), buying cycles, competitive spending, advertising decay and
available budget etc.
Timing's : It relates to where and when the ad. be placed i.e. specific
issues, days and time etc.
Target Rating Points (TRPs) : The reach of Media to number of
persons in the primary target audience and the number of times.
Gross Rating Points (GRPs) : This measure represents the total
delivery of a media schedule during a specified time period. It is reach
multiplied by average frequency of media schedule.
Frequency : Refers to the number of times the audience is exposed to
the advertising message in a given period of time.
Reach : is the measure of the number of different audience members
exposed at least once to a media vehicle carrying the advertising
message within a given time period (actual audience).
Coverage : Refers to the potential audience that might get exposed to
the ad. message through a media vehicle. (potential audience)
Zipping : It occurs when customers fast – forward through commercials
as they play back a previously recorded program.
Zapping : It refers to changing channels by the remote to avoid
commercials.
Fleeting message : The commercials are becoming shorter & shorter
because of the increasing cost & increasing demand for a limited amount
of broadcast time. Increasing media costs are forcing advertisers to
consider shorter commercials of 15 second, 10 seconds & 5 seconds.
The commercials appears to be a fleeting moment in time.
Scheduling Strategy : Deals with when to insert the advertisements
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Pulsing – It alternates between high and low levels of advertising.
It has peaks & valleys.
Peak
Ad. Spend
Valleys
Time
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Continuity : It spreads the advertising continuously & evenly over
the length of a campaign.
Ad. Spend
Time
Flighting : It alternates between intense & no advertising
Ad. Spend
Intense
Nil
Time
Setting Media Budget
Basic principles :
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Affordability
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Objectives - oriented
Methods of setting objectives
i.
% of sales
ii. Affordable rate
iii. Competitive parity
iv. Object and Task oriented
Source of Media Statistics
Information related to consumer demographics and popularity of a
media is available with :
a) IRS
b) NRS
c) AC Nielsen
d) ORG – MARG
Examples of Media Plan
(a) Fast Food Co. Media Mix decisions
Magazines
Newspapers
Pizza Hut
0%
0.7%
Domino’s
0%
0.3%
TV
Radio
Yellow Pages
0.16%
91.0%
3.3%
5.5%
0.19%
90.0%
4.4%
5.4%
TAM Rating (of a Media Vehicle) for TV Medium
Star News
DD News
Aaj Tak
Zee News
ND TV
Channel7
Sahara
Samay
India TV
26%
4%
22%
16%
14%
6%
6%
6%
Readership Survey
Newspaper & Magazines etc.
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NRS
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IRS
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AC Nelson Report
(b) SBI (Personal Banking)
Objective :
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Change of consume perception
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Bank of choice not bank of habit
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Talk to Youth and not the Yuppies : without alienating the loyalists
(Attract New Gen. Indian through surprise & Delight)
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Product knowledge (category & line)
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Understand Target audience (Non customers, All adults SEC AB
25-35 years & current customers)
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Total Ad spend by banks Rs.341 crores (TV + Press)
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SBI is highest with 45% of total spend
Print
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All India & cities are decided
Dailies — English, Hindi & Language
Publications are decided (Media Vehicles)
Ad Size in CC & No. of Insertions are decided
Total cost is calculated
Magazines are decided
Location and issues are decided
Size (Full or Half)
Radio
Stations
Market
Duration
H.spots
Cost (in lacs)
AIR
FM
Mumbai
Delhi
30 Sec.
30 sec.
480
480
15 lacs
15 lacs
3 sports/day for 3 months
Roll out activities are decided (fighting or pulsing etc.)
Period : 20 Sept. – 31 Dec., 2005
Media Mix
(a) IV – 30 Secs, 6 Copies
(b) Press – Theme – 10 copies, 260 cc color
Auto Loans – 1 copy, 260 cc color
Home Loans – 1 copy, 260 cc color
Vishwa Yatra Card - 1 copy, 260 cc color
( c) Radio
30 secs. Commercial
(d) Internet
Pop – under
Email logout
Targeted Mailer
Fixed spot
Banner
Rediff.com, Google, India times, Yahoo, India infoline
Shaadi.com, Naukari.com, Sify.com, Thomas Cook, Journey Mart etc.
TV Channels
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Star plus, Sony
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Aaj Talk, ND TV India
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NDTV 24x7, Star News, CNBC
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MAX, Star Gold
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ESPYN-Star Sports
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Star Movies, HBO
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Discovery, National Geography
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Sun TV, Gemini, Surya, Eenadu, Uday
 No. of spots and its associated cost is decided channelwise
 Frequency and reach is decided to get GRPs
 Media Vehicle & sports are decided