Transcript Welcome To 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
X
Mon/2100
Tue/2100
Wed/2100
Thu/2100
Fri/2100
Sat/2100
Sun/2100
30
30
30
30
30
30
30
100
200
300
400
500
600
700
Y
A
B
C
D
E
F
G
Plan Total
Spots
Cost
4
4
4
4
4
4
4
400
800
1200
1600
2000
2400
2800
28
11200
Print Plan
Publ.
Lang
Freq
Circl.
Edition
A
B
C
X
Y
Z
Eng
Hin
Eng
Ben
Tam
Tel
Dly
Dly
Dly
Mnly
Fnly
Wkly
50
60
40
100
20
10
All
All
All
Cal
Mad
Hyd
Plan Total
Size
100 cc
100 cc
100 cc
FP
FP
DS
Col/BW
BW
BW
BW
Col
Col
Col
Ins Rate
Cost
100
150
200
250
300
200
400
600
800
250
600
800
4
4
4
1
2
4
19
3450
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 :
(CMB/AOR)
Since recession
Unbundling of agency :
Since Carat
Media Service = Independent Business :
TODAY
Some Basic Concepts
Reach
The total number of different people who
have been exposed at least once to the
campaign
Frequency
The no. of times the audience gets exposed
to the campaign during the campaign period.
Average Frequency/OTS
The average number of times the target
audience was exposed to the campaign
during the campaign period.
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
Media Research
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 Household ranging
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.
Broad SEC Classification - Urban
SEC
By Education
By Occupation
A1
Grad & Post Grads
(General & Professional)
B/I/SEP/Officer &Execs
(Sr & Mdl)
A2
Grad & Post Grads
(Professional)
SSC+ < Grad
Shop ownrs, Sup Level,
Ofiicers & Execs (Jr Lvl)
Skld wrkrs, Petty Trdrs,
Clerk,Salesmen
Skld wrkrs, Petty
Clerk,Salesmen
B1B2
C
Schooling 5-9 yrs
Trdrs,
D
Schooling upto 4 yrs
E
Illiterate
Skld/Unskld, Petty Trdrs,
Clerks,Salesmen
Skld/Unskld, Petty Trdrs,
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.
Broad SEC Classification Grid - Rural
SEC
By Education
By Type of House
R1
Some College but not Grad.,
Grads & Post Grads
Pucca
R2
SSC/HSC
Semi Pucca
R3
No formal school,
Schooling upto 9th Std
Semi Pucca
R4
Illiterate
Kuchha
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
Databases Used by Planners
Print
Readership & Circulation
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NRS - National Readership Survey
IRS - Indian Readership Survey
Product profiles - Data on product and brand usage
ABC - Circulation figures
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..
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
Some Definitions (cont’d)
Household
-
A person living alone or a group of
persons staying together & sharing
food from the same kitchen
CWE
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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
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The female or the male member of the HH
who is chiefly responsible for HH tasks
and decides what should be purchased
for the HH, for products such as soaps/
toothpastes, etc.
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
Some Definitions cont’d)
Claimed Readership :
No. of people who claim to have read any
publication with a frequency greater than zero.
The National Readership Survey
Conducted by National Readership Studies Council
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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.
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
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.
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
Calculation of TRP
- The Peoplemeter Method
Universe: 10 people (A,B,C,D,E,F,G,H,I,J)
Programme
: Madhubala telecast 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
Calculation of TRP
- The Peoplemeter Method
TRP of Madhubala :
10
4
+
30
5
+
30
25
+
30
30
x 100 = 15
10
The corresponding TRP under Diary Method : (4/10)x100 = 40
Data on Competitive Media Activity
Print and TV
Print
• ORG Press Audit
• ABC
Television
• Time Monitoring Services
• Super services
• Current Opinions and Future Trends
• ORG TV Audit
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
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
The Planning Process
Various Steps in Media Planning
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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
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.
Examples of Marketing Objectives and
Media Objectives
Marketing Objective
• To increase share with special effort directed only to
the existing customer base
Examples of Marketing Objectives and
Media 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
Examples of Marketing Objectives and
Media Objectives
Marketing Objective
• To regain lost volume - target 14% market share
Examples of Marketing Objectives and
Media 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
Examples of Marketing Objectives and
Media 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
Examples of Marketing Objectives and
Media 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
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.
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
Factors Considered in Market
Prioritization
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Dispersion of Brand Sales
Competitive Activity
Dispersion of Target Audience
Growth rates in various markets
Category Sales Dispersion
Sales Targets
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.
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.