Understanding Media

Setting the lingo...

Basic Terminology
Media/Medium - The various categories of
delivery systems, including broadcast and
print media.
Media Vehicle - The specific message
carrier, such as the Times of India or
KSBKBT
Broadcast Media - Either radio or television
network or local station broadcasts.
Print Media - Publications such as newspapers,
magazines, direct mail, outdoor, and the like.

Basic Terminology
Coverage - The potential audience that might
receive the message through the the vehicle.
Also referred to as MPR (Maximum possible reach) &
penetration

Reach - The actual number of individual audience

members reached at least once by the vehicle
Represented as a % of TG or in 000s
Readership, viewership, listnership, TRP are equivalent
terms - context defines meaning

Frequency/OTS - The number of times the

receiver is exposed to vehicle in a specific time
period

What is Media Planning

Excel Sheet
Numbers
Jargon

Consists of two principle

components
1) Strategy
2) Objective

Media Strategy
Decisions on how the media
objectives can be attained

Media Objectives
Goals to be attained by the media
strategy and program

Media Planning
A series of

decisions (strategy)
involving the
delivery of messages (Objective)
to audiences

Media Planning A path to solve the Marketing

Problems like...
To increase market-share

Or to launch a product
Change some behaviour

Flows from Marketing Strategy

The Planning Process

Situation Analysis

Marketing Strategy Plan

Creative Strategy Plan

Setting Media Objectives

Determining Media Strategy
Selecting Broad Media Classes
Selecting Media Within Class

Media Use Decision

Broadcast

Media Use Decision

Print

Evaluate Performance

Media Use Decision

Other Media

What are the elements of

Media Strategy?

Ideally, one should

Reach all markets

Reach all the prospects
Maximize reach and frequency
All year coverage
Long duration commercials and Full Pages

Even the richest of clients will not have the money to do it !

Media strategy is the art of achieving a balance of the
above tasks of advertising media

Media Strategy
Decisions on how the media
objectives can be attained

A decision process of optimising

outcomes subject to constraints

Key Constraints of Media

Strategy
Target Audience

Budget

Market
Media Strategy

Environment

Message

Budget...
Target Audience

Budget

Market
Media Strategy

Environment

Message

Target Audience

Budget

Market
Media Strategy

Environment

Message

Budget
It is the starting point

Affects all the variables of the media

strategy

There is no ideal media plan,

a clear indication of budget will set
the media planner to think better

Target Audience

Budget

Market
Media Strategy

Environment

Message

Impact of budget

Variable

Impact

Media Mix

How many media vehicles can be used

Reach

What proportion of the TG can be reached

Frequency

The number of repeat exposures possible

Coverage

Number of markets that can be reached

Schedule

How often in the time period can one be

present in media

Target Audience

Budget

Market
Media Strategy

Environment

What will the budget allow?

Message

Target Audience Coverage

Population excluding target market

Target market
Media coverage
Media overexposure
Target
Market
Proportion

Full
Market
Coverage

Partial
Market
Coverage

Coverage
Exceeding
Market

Target Audience

Budget

Market
Media Strategy

Environment

Message

Consider

What is the possible budget - a guesstimate

Hoe much more can we go beyond budget?
Should 2 plans with varying budgets or
strategies be presented - if so what can be
budgets?
And, which of the other variables of strategy can
we rationalise - Markets, TG?

Target Audience...
Target Audience

Budget

Market
Media Strategy

Environment

Message

Target Audience

Budget

Market
Media Strategy

Environment

Target Audience Definition

Message

Define demographically

Age
MHI
SEC
Pop Strata

NRS, IRS

Psychographically
Mindset
Attitudes
Behaviour

3D, TGI

Target Audience

Budget

Market

Impact on Strategy

Media Strategy

Environment

Message

Define demographically

Age
MHI
SEC
Pop Strata

Psychographically
Mindset
Attitudes
Behaviour

Media mix
Vehicle mix (program,
Page position, content
type, message
environment)
Coverage Achievable
Frequency required
Cost

All SEC As are not the same!

DEMOGRAPHICS

Attitudes differ
and hence
Brand preference

Audience Segments
Understand
Attitudes and thus their impact on brand choice
Design Promos that have an Attitude Match
Measure Change brought out by communication

To summarise
Conformer
Conservative
More Religious/Spiritual than others
Follows organised routine
Not image conscious
Not very self confident
Not a leader
Is risk averse
Dissatisfied with many things in life
Not well informed
More old-fashioned
Feels women should stay at home

23%

19%

The Providers

The Progressives

Extrovert, social
Fashionable
Health Conscious
Satisfied in different aspects of life
Family more important than friends
Forward looking
Aspiring
Not swayed by discounts/offers
Does not try out new products
Worries about the future
Likes nature

The Aspirer
Image Conscious
Keeps up with latest fashions
Flashy
Impulsive spender
Tries out new products
Not very health conscious
Not a leader, averse to responsibilities
Does not plan/worry about the future
Friends more important than family
Swayed easily by friends

39%

19%

Plans ahead
Not very westernised
Leader
Not impulsive
Not superficial
Progressive
Family man
Brand Loyal
Well planned
Does not worry about the future
Well dressed

Target Audience

Budget

Market

Related concepts

Media Strategy

Environment

Message

Gross Reach
Net Reach
Avg. OTS
Effective Reach
Effective Frequency

Target Audience

Budget

Market
Media Strategy

Environment

Message

Gross Reach, Net Reach,

Avg. OTS

Cine Blitz (1)

Femina (1)

20,000

20,000

30,000

Duplication
Gross Reach in numbers

= 90,000

Net Reach (Unduplicated)

= 40,000 + 50,000 - 20,000

= 70,000

Avg. OTS

= 90,000 / 70,000
= 1.29

Target Audience

Budget

Market
Media Strategy

Environment

Message

Net Reach
It is equal to the total number of individuals reached. It
eliminates duplication

Target Audience

Budget

Market
Media Strategy

Environment

Message

Avg. OTS: Avg. Opportunities To See

Equals Gross Reach in numbers divided by Net Reach

Reach in numbers
OTS = Gross Reach (000s)
Net Reach (000s)

Target Audience

Budget

Market
Media Strategy

Environment

Message

Effective Frequency

Number of times an individual needs to be

exposed to a communication in a fixed time
frame for him to react in a desired way
Example :

Effective frequency of 5+ means

reaching an individual at least 5 times

Target Audience

Budget

Market
Media Strategy

Environment

Message

Effective Reach

% of Target Audience who have been reached

at least Effective Frequency number of times
Example :

If 50% have been reached at least 5

times, then 50% is the Effective Reach
at 5+

Target Audience

Budget

Market

Typical Reach Distribution

Media Strategy

Environment

Message

Effective Reach

90
80

Reach %

70
60
50
40
30
20

Effective frequency

10
0
1+

2+

3+

4+

5+

6+

frequency

7+

8+

9+

10+

Target Audience

Budget

Market
Media Strategy

Environment

Message

Reach vs Frequency

Demographic variables
young - less freq. Vs. Old - more freq.

Which of these factors are (or are both) more

important?
Reach -important for launch
Frequency for conversions, maintenance

Psychographic
Experimenters - less frequency
Tradional outlook - more frequency

Target Audience

Budget

Market
Media Strategy

Environment

Message

TG Factors Important
to Determining Frequency
Brand history
Brand share
Brand loyalty

Purchase cycles
Usage cycle

Target Audience

Budget

Market
Media Strategy

Environment

Message

Consider...

Is TG definition in line with your definition for

creative
While for creative we look at a person, in
media it is in numbers + the person

The Communication Model

Advertising Response

Media Weight

Awareness

100
80
60
40
20
0
0

OTS

Advertising Awareness
Brand Awareness
Brand Benefit
Brand Value

Sales

10

4 KEY ELEMENTS

Typical Awareness Data

30

20

10
Advertising
awareness
0
250
GRPs

0
1years

Awareness

Base Level
% claiming to have seen
Sales drop back
this brand advertised
to base level after
recently even when there
advertising stops
has been no advertising
for some time.

Time: 1 Year
Advertising

Base

Sales

Build

Awareness

Effect builds
during advertising

Time: 1 Year
Advertising

Base

Sales

Build
Size of build depends on amount of advertising!
Therefore consider build per GRP or per 100 GRPs.
Millward Browns Awareness Index is extra awareness per 100 GRPs.

Awareness and sales effects

Sales Index within brand

Comparison Between Sales Effects and Awareness Index

Excluding New News
2.00
1.80
1.60
1.40
1.20
1.00
.80
.60
.40
.20
.00
.00

R2 = 0.75

All ads
Fitted line

.50

1.00

1.50

Awareness Index within brand

2.00

Decay

Awareness

Awareness drops back

to base level after
advertising stops

Time: 1 Year
Advertising

Base

Sales

Multi media Effect

The conclusions of Multiplying the Media Effect are:
not only can one medium communicate ideas additional to
those derived from seeing another
one medium can also affect and enrich what is understood
from a subsequent exposure to another medium

Greater strength can be added to a mixed-media campaign

by encouraging this process through creative links

The current approach

Set Communications
Goals/Targets

Campaign

Identify Brands
Responsiveness to
Advertising
Identify Channels to
Reach Goals and
Targets
Set Budget Given
Goals, Channels and
Responsiveness

Allocate Budget
Among Channels
Assess/Compare
Plan Options

AdResponse

AdMind*

AdSelect

AdBudget *

AdMix

Market...
Target Audience

Budget

Market
Media Strategy

Environment

Message

Target Audience

Budget

Market
Media Strategy

Environment

Message

Market Considerations

How has the selection been done?

Only top markets or potential too

Has it been done in a scientific manner?

Is the distribution okay in these markets?

If it is a launch, look at realistic roll-out dates

Target Audience

Budget

Market
Media Strategy

Environment

Message

Impact on Strategy

Local Options

Regional Options

E.g. Daily Press

FM radio

E.g. Sun TV

National media
??
Other media

Multi market
media

Outdoor
Star Plus

Which mix will

produce the
OPTIMUM
solution

Most of the
media
planners
time is spent
in this
process

Target Audience

Budget

Market

Related concepts

Media Strategy

Environment

Message

BDI
CDI
CPRP
CPT

Target Audience

Budget

Market
Media Strategy

Environment

Message

BDI - Brand Development Index

Percentage of brand sales in
that market to total Indian sales
BDI =

Percentage of total Indian

population in that market

X 100

Target Audience

Budget

Market
Media Strategy

Environment

Message

CDI - Category Development Index

CDI =

Percentage of product category

sales in that market to total Indian
category sales
Percentage of total Indian
population in that market

X 100

Target Audience

Budget

Market

Brand and Category

Media Strategy

Environment

Analysis

Message

High CDI

Low BDI

High market share

Good market
potential

Low market share

Good market
potential

Low CDI

High BDI

High market share

Monitor for sales
decline

Low market share

Poor market
potential

Target Audience

Budget

Market
Media Strategy

Environment

Message

Audience
Market
Duration

Medium

CPRP - Cost per rating point

:
:
:

Females
Bombay
30

Vehicle

Star Plus KSBKBT

TRP
(reach%)

Rate
(Rs)

CPRP
(Rs)

12

300000

2500

CPRP - cost of reaching 1% of the TG in the given market

Target Audience

Budget

Market
Media Strategy

Environment

Message

CPT/CPM - Cost per Thousand

Related to CPRP
It is the sum of money required to reach 1000
individuals in the TG in a given market

Message...
Target Audience

Budget

Market
Media Strategy

Environment

Message

Target Audience

Budget

Market
Media Strategy

Environment

Message

The medium

Medium as the vehicle - the coverage

Medium as the medium - the characteristics

Medium as the message - the imagery

The medium chosen communicates in
above three ways

Target Audience

Budget

Market
Media Strategy

Environment

Message

Medium as the medium

Target Audience

Budget

Market
Media Strategy

Environment

Television Characteristics

Message

Advantages
Mass coverage
High reach
Impact of sight, sound,
and motion
High prestige
Low cost per exposure
Attention getting
Favorable mage

Disadvantages

Low selectivity
Short message life
High absolute cost
High production costs
Clutter

Target Audience

Budget

Market
Media Strategy

Environment

Radio Characteristics

Message

Advantages

Local coverage
Low cost
High frequency
Flexible
Low production costs
Well-segmented
audiences (the future!)

Disadvantages

Audio only
Clutter
Low attention getting
Fleeting message

Target Audience

Budget

Market
Media Strategy

Environment

Magazines Characteristics

Message

Advantages
Segmentation potential
Quality reproduction
High information
content
Longevity
Multiple readers

Disadvantages
Long lead time for ad
placement
Visual only
Lack of flexibility

Target Audience

Budget

Market
Media Strategy

Environment

Newspapers Characteristics

Message

Advantages
High coverage
Low cost
Short lead time for
placing ads
Ads can placed in
interest sections
Timely (current ads)
Reader controls
exposure
Can be used for
coupons

Disadvantages
Short life
Clutter
Low attention-getting
capabilities
Poor reproduction
quality
Selective reader
exposure

Target Audience

Budget

Market
Media Strategy

Environment

Message

Outdoor Characteristics

Advantages

Disadvantages

Location specific
High resolution
Easily noticed

Short exposure time

requires short ad
Poor image
Local restrictions

Target Audience

Budget

Market
Media Strategy

Environment

Message

Internet / Interactive Media

Characteristics

Advantages
User selects product
information
User attention and
involvement
Interactive relationship
Direct selling potential
Flexible message Platform
Unlimited creative
capabilities
Few valid measurement
techniques

Disadvantages
Web snarl (crowded
access)
Technology limitations
Limited reach

Target Audience

Budget

Market
Media Strategy

Environment

Message

Message or Creative Factors

Important to Determining
Frequency
Message complexity
Message uniqueness
New vs. continuing campaigns
Image versus product sell
Message variation
Wearout
Advertising units

Target Audience

Budget

Market
Media Strategy

Environment

Message

Innovations

Are there any innovations?

If so are they in line with strategy? Or are
they mere gimmicks
Can the innovation communicate the brand
message?

Environment...
Target Audience

Budget

Market
Media Strategy

Environment

Message

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Deals with

Medias role in the The daily life of the TG

Can it it break through all the other ad. Noise
in the market
noticability is the name of the game
How can I be different from competition

Will media choice/use make this difference?

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Media Factors Important to

Determining Frequency

Clutter

Editorial environment

Attentiveness

Scheduling

Number of media used

Repeat Exposures

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Scheduling

Is it scheduled at the right time?

Is there enough pressure/impact?-Or is it
spread out
Are there adequate GRPs /burst?
Is it different from competition?
Has the consumption pattern been looked at?
E.g. morning or monthly or seasonal

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Three Scheduling Methods

Continuity
Flighting

Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

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GRP
SOV
SOS

Channel Share

Related Concepts

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GRP

1) Sum of TRPs for a particular plan.

2) A measure of the impact of a plan

3) Helps compare two or more plan with
different program compositions

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Calculating GRP - 2

Audience : Females
Market : Bombay
Duration : 30
Medium Vehicle

TV

TV Total

Program 1
Program 2
Program 3

TRP

30
38
35

Jan

GRPs
Feb
Mar

120
76
140

120
76
140

60
76
140

300
228
420

336

336

276

948

Total

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SOV : Share of Voice

GRPs for a particular brand expressed as a percentage of

the GRP for the defined category
Example :
GRPs for Coke in May
GRPs for the Soft Drink Category in May
Hence SOV for Coke

=
=

1000
4000

=
=

1000 / 4000
25%

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SOS: Share of Spends

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Spends for a particular brand expressed as a percentage of

the Spends for the defined category
Example :
Spends for Coke in May
Spends for the Soft Drink Category in May
Coke

=
=

Rs 3 Crores
Rs10 Crores

=
=

Hence SOS for

3 / 10
30 %

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Channel Share

It is the % of the Total TV viewing that is spent on a

channel
It is a measure of the popularity of the channel among a
given TG

In summary

Clarity on these variables

Target Audience

Budget

Market

Media Strategy

Environment

Message

FOCUSED MEDIA PLAN - Maximises ROI

At the end of the day...

How different is your strategy from that of the
competitor?
What can be done to bring in some difference?

Have qualitative factors been looked at?

Will it help deliver the impact?
Does it complement the creative?
AM I GETTING VALUE FOR MONEY

Response Measures
The only way towards a better media (&
better ROI) solutions is to measure impact of
delivery and fine tune the media strategy
drop vehicles that do not work

Measuring response is the next leap that

media planning is driving towards...

Cheers!