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Lets start at the very beginning.

Media fundamentals..

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 star plus
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, listenership, ratings are equivalent terms - context defines meaning

Frequency/OTS - The number of times the receiver is exposed to a vehicle in a specific time period

What is Media Planning ?


Excel Sheet
Numbers Jargon

Media Planning Should help achieve a marketing task Launch a product Increase market share Effect a change in behaviour

Flows from Marketing Strategy

Media Planning
A series of decisions involving the delivery of messages to audiences

So, whats the big deal?


Messages are anyway ready.. Just cover all markets , reach all the prospects Be present all year round Outshout all competition Make sure we have long duration commercials and Full Page ads.

Even the richest of clients will not have the money to do it ! Media planning and buying is the art of achieving a balance of the above

Consists of two principle components


1) Objectives 2) Strategy

Media Objectives
Specific Goals to be achieved in the delivery of the messages

Media Strategy
Decisions on how the media objectives can be attained A decision process of optimising outcomes subject to constraints

The Planning Process


Situation Analysis Marketing Strategy Plan Creative Strategy Plan Setting Media Objectives Determining Media Strategy Selecting Broad Media Vehicles Selecting Media Within media vehicles

Media Use Decision Broadcast

Media Use Decision Print

Media Use Decision Other Media

Evaluate Performance

The media challenge


Carry the message to the
Right People In the right Place Through the right Media With the right Message In the right Environment All this, at the right Cost } Target Audience } Market Prioritisation } Media Mix } }Media-message match } Budget

The media challenge


Ensure that the message is seen by
The right number of People The right Number of times At the right time And registers adequately } Reach } Frequency } Scheduling ) Impact

Key Constraints of Media Strategy


Target Audience

Budget
Media Strategy

Market

Environment

Message

Target Audience...
Target Audience

Budget
Media Strategy

Market

Environment

Message

Target Audience Definition


Define demographically
Gender Age Monthly Household Income Socio Economic Classification Population Strata Socio Cultural Regions

Product / brand usage Psychographically


Mindset Attitudes Behaviour

}
}

NRS, IRS

TGI

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

Reach & Frequency

Gross Reach, Net Reach, Avg. OTS


Cine Blitz (1) Femina (1)

20,000

20,000

30,000

Duplication
Gross Reach in numbers Net Reach (Unduplicated) = 90,000 = 40,000 + 50,000 - 20,000 = 70,000 = 90,000 / 70,000 = 1.29

Avg. OTS

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

A OTS: Average Opportunities To See


Number of times an average person is exposed to the vehicle in the given time period OTS = Gross Reach (000s) Net Reach (000s)

AOTS is a derived number: Nobody saw the ad 4.6 times, this is the average number of exposures seen among those who saw the ad at least once

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

Effective Reach
% of Target Audience who have been reached Effectively
Example : If 50% have been reached at least 5 times, then 50% is the Effective Reach at 5+

Typical Reach Distribution


90 80 70

Effective Reach

Reach %

60 50 40 30 20 10 0 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+

Effective frequency

frequency

Reach vs Frequency
Demographic variables
young - lower freq. Vs. Old - more freq.

Usage variables
Among non users- reach Among exisiting users- frequency

Psychographic
Experimenters - lower frequency Traditional outlook - more frequency

Ratings / TRPs
Traditionally defined as the % of people (of total audience or TG) who watched a particular programme or time-slot In the Peoplemeter system, viewership is time-weighted to arrive at TRPs Distinct from Reach which is a simple headcount

Differences in Measurement

Universe

: 10 individuals (A,B,C,D,E,F,G, H, I and J) : 8.30 - 9.00 pm

Programme X

Head-count v/s Time-weighted


Viewer Start End Total time (min) A 8.30 8.40 10 D 8.46 8.50 4 F 8.30 8.35 6 J 8.33 8.58 25 B/C/E/G/H/I Peoplemeter Reach : 4/10 = 40% Peoplemeter TRP : 10/30 + 4/30 + 6/30 + 25/30 = 15% 10

But what if I want Del+Mum?


What if my market is Delhi + Mumbai? Cannot simply calculate an average (36.1) Need to have a combined rating for both markets

City Delhi Mumbai

Population 3 4

Rating 38.9 33.3

For Delhi + Mumbai Rating = ((38.9 x 3) +(33.3 x 4))/(3+4) = 35.7 TVRs

Q5
HT TOI
A = 100
B = 80 D= 35
G = 10

Plan: HT 1 Ins TOI 1 ins Hin 1 Ins

F= 30

E=25

Find Reach & AOTS Plan Reach = 92.5

Hin

C = 90 H = 30

Plan A OTS = 1.30

Q6
HT TOI
A = 100
B = 80 D= 35
G = 10

Plan: HT 2 Ins TOI 1 ins Hin 1 Ins

F= 30

E=25

Find Reach & AOTS Plan Reach = 92.5

Hin

C = 90 H = 30

Plan A OTS = 1.77

Q7
HT TOI
A = 100
B = 80 D= 35
G = 10

Plan: HT 1 Ins TOI 2 ins Hin 1 Ins

F= 30

E=25

Find Reach & AOTS Plan Reach = 92.5

Hin

C = 90 H = 30

Plan A OTS = 1.70

Q8
HT TOI
A = 100
B = 80 D= 35
G = 10

Plan: HT 1 Ins TOI 1 ins Hin 3 Ins

F= 30

E=25

Find Reach & AOTS Plan Reach = 92.5

Hin

C = 90 H = 30

Plan A OTS = 2.14

Market...
Target Audience

Budget
Media Strategy

Market

Environment

Message

Market Considerations
Links back completely to category and brand strengths in each market Stems from organisational and brand objectives by market Distribution- key variable Could be National, specific states, specific town sizes or even select SCRs Are additional markets covered wastage or bonus?

Impact on Strategy
Local Options
Daily Press FM radio Regional Options E.g. Sun TV National media ?? Other media Outdoor E.g. HT Multi market media

Which mix will produce the OPTIMUM solution

Most of the media planners time is spent in this process

CPRP - Cost per rating point


Audience Market Duration : : : Females Bombay 30

Medium

Vehicle

TRP

Rate (Rs)

CPRP (Rs)

Star Plus KSBKBT

12

300000

2500

CPRP - cost of reaching 1% of the TG(1GRP/TVR) in the given market

Message...
Target Audience

Budget
Media Strategy

Market

Environment

Message

The medium
Medium as the vehicle - the coverage Medium as the medium - the characteristics

Medium as the message - the imagery


Any medium/ vehicle chosen is evaluated on all the three dimensions

Television Characteristics
Advantages
Mass coverage High reach Impact of sight, sound, and motion
High prestige Attention getting Favorable image

Disadvantages
Low selectivity

Short message life Clutter


Low credibility

Message affects Frequency

Message complexity Message uniqueness New vs. continuing campaigns Image versus product sell Wearout Advertising units

Environment...
Target Audience

Budget
Media Strategy

Market

Environment

Message

Deals with
Medias role in the The daily life of the TG What other activities does the TG do while receiving this media? Can it it break through all the other ad. Noise in the market
noticability is the name of the game

Will media choice/use make a difference?

Some thoughts
Newspapers inform, TV entertains, Magazines provide companionship, Internet interacts, Mobile phones intrude Each media is consumed differently- alone, with family, solus or with other household chores Attentiveness and response to communication in each media will be different

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

Three Scheduling Methods


Continuity Flighting

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

Budget...
Target Audience

Budget
Media Strategy

Market

Environment

Message

Budget
It is the key constraint of a media plan Affects all the variables of the media strategy

There is no ideal number of exposures

Impact of budget
Variable
Media Mix Reach Frequency Coverage Schedule

Impact
How many media vehicles can be used What proportion of the TG can be reached The number of repeat exposures possible Number of markets that can be reached How often in the time period can one be present in media

Budget- some concepts


Share of Expenditure (SOE)- your brands share of the total category expenditure in a market in a given period Share of Voice(SOV)- your brands share of the total category exposures in a given market in a given period Budget determines your dominance in your category

Frequency

Reach

Interplay of media forces


Impact

Continuity

But the question remains...


What to use when?

When to emphasize Reach


When introducing something new to the market
Product : New launch Variant: Aha Creative

A need to reach a large base in a short span of time


Sales promotion

Media for mass reach: Press at a local level Television at a national level But options exist today in TV for regional boosters

When to emphasize on Frequency


To remain TOM
Impulse purchase Low loyalty High clutter: at shop level

Message is complex Media is cluttered


Radio, Outdoor are typically used as constant reminders to help maintain brand at TOM level, Local and niche television provide frequency at low cost

Impact and Continuity


Impact required during a New Launch To emphasise dominance During a promotion
Outdoor, Cinema: usually play a larger than life role in the media mix FPS, Innovations in press / TV ensure noticeability

Continuity is pertinent at POP to induce impulse purchase and ensure that the brand is TOM
Outdoor at POP, Radio are ideal for a continuous presence

Clarity on these variables


Target Audience

Budget

Market

Media Strategy

Environment

Message

FOCUSED Approach - Maximise returns

Memory check
crossword.ppt

Thank you