Amit Morya

Media
TV, Newspapers, Magazines,
Radio, Outdoor, Online
Readership profile
Viewership profile
 Reach
▪ The total number of different persons exposed
to an ad at least once.
 Effective Reach
▪ The number of different persons exposed to an
ad at least once among its defined “target
audience”
 Cumulative Reach
▪ The total number of different persons reached
at least once for an entire media schedule
 Frequency
▪ The number of times a person is exposed to
an ad
 Effective Frequency
▪ The minimum number of times an ad is to be
exposed to each reached person among the
defined “target audience”
 Average Frequency
▪ The average number of times a person is
exposed to the entire media schedule
 Existing
New Customers
Customers

Repeat
Trial Purchase
Purchase

Brand Brand Brand

Awareness Persuasion Reinforcement

Optimize Reach Maximize

Maximize Reach
& Frequency Frequency
 Creative Impact
 Persuasive ads work better
 Brand Image
 Premium brand needs to be advertise in
premium media
 Competitive Environment
 Cluttered space and high noise level
 Percentage of Sale Approach
 Companies peg the advertising budget
as a certain percentage of the projected
sales for that year
 Payout Plan Approach
 Similar to percentage of sale approach;
the critical difference is a % of projected
sales of the ‘next’ year and not of the
same year
 Category Average Approach
 The total sales revenue generated by
the entire category is divided by the
total ad spend in the category to arrive
at the required figure
 Competitive Budgeting Approach
 Ad budget benchmarked against the
nearest competitor, or against a cluster
of close competitors, or against the
category leader
 Visibility Top of mind recall Preference

Brand Ad Spend Brand Ad Exposure Who Prefer Brand Brand Sales

Total Category Total Category Total Category Total Category
Ad Spend Ad Exposure Consumers Sales

The greater the share of voice, the higher the market

share.
* Keeping the qualitative impact of advertising constant
 Share of Market
Advertising Effectiveness
=
Share of Voice

Momentum = Share of Market x Share of Mind x Share of Voice

omentum = % Who Buy Brand x % Who Prefer Brand x % Who Re
 Demographic Profile
 Age, Income, Sex, Location, Language,
Social Class, Socio-economic Class,
Education level, Occupation, etc.
 Helps in quantifying the ‘available’ and
‘reachable’ audience through media
 Identify Potential Brand Contact Points
 Psychographic Profile
 Attitude, Behavior, Lifestyle
 Qualitative Aspect
Similarly for Press, Radio and Digital medias
 Channel, 60 secs; 30 Date, Day,
TV
Programs secs Time slot

Full Page, Half

Date, Day,
Newspaper, Page, 100 cc,
Press Position, Page
Magazine Double
No.
Spread

Channel, 60 secs; 30 Date, Day,

Radio
Programs secs Time slot

Location,
Billboards, 40 x 40,
Outdoor Position,
Kiosk 60x30
Duration
 Matrix
 Continuous
 Ad exposures are scheduled ‘evenly’ throughout a
given period.
 Suits best for – ‘Impulse purchase’ and FMCG items.
No seasonality factor products
 Flighting
 Advertising exposed in a heavy burst for some time
followed by a break. “on-off-on-off”
 Suits best for – Seasonality products. Products with
longer purchase cycle
 Pulsing
 Advertising is exposed continuously for the entire
duration at a low frequency level but reinforced
time to time. Mix of “Continuous” and “Flighting”.
 Television
 T(otal)RP = % age of total TV households
watching the program/Total TV households
 G(ross)RP = TRP x Number of spots
 C(ost/)RP = Cost efficiency. Cost/GRP
 Press
 Readership = Circulation x Average readers
per copy
 Reach = % age reading the publication/Total
readership of all publications
 OTS = Reach x Average frequency
 C(ost)PT = OTS/Cost