Media Planning

sajith@plink.co.in

Media Terminology
Media Planning Media Objectives Media Strategy A series of decisions involving the delivery of messages to audiences Goals to be attained by the campaign media strategy (media strategy and program) and program Decisions on how the media objectives can be attained The various categories of delivery systems, viz. TV, Radio, Print, Outdoor, internet, including broadcast and print media The specific carrier within a medium category

Media

Media Vehicle

Media Terminology

Reach

Number of different target audience Number of different audience members members exposed at least once in a given exposed at least once in a given time period campaign time period The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period

Coverage

Frequency

Reach and Frequency

A. Reach of One Program B. Reach of Two Programs

Total target audience reached C. Duplicated Reach of Both

Total target audience reached D. Unduplicated Reach of Both

Total reached with both shows

Total reach less duplicate

TVR
Ratings point is a measure of viewership of a particular television program One single television ratings point represents 1% of viewers from the Target audience in a given minute The rating point of a show is the average rating across the duration of the show (TRP) Ratings points are often used for specific demographics rather than just households

Top TV Programs (29 Aug 4 Sep 2010)

Channel Date Day Start Time 7:59 PM 12:00 PM Programme TVR

Star Plus MAX

4-Sep-10 29-Aug-10

Sat Sun

PRATIGYA HFF 3 IDIOTS

4.77 4.67

Star Plus Colors

31-Aug-10 30-Aug-10

Tue Mon

9:29 PM 10:00 PM

YEH RISHTA KYA KEHLATA HAI UTTARAN

4.23 4.18

Zee TV Star Plus Star Plus

31-Aug-10 31-Aug-10 31-Aug-10

Tue Tue Tue

9:00 PM 8:59 PM 10:00 PM

PAVITRA RISHTA BIDAYI TERE LIYE

4.1 3.78 3.63

Zee TV

4-Sep-10

Sat

9:30 PM

HERO HONDA SAREGAMAPA SINGINGSUPERSTAR SAATHIYA SAATH NIBHANA BALIKA VADHU

3.37

Star Plus Colors

3-Sep-10 31-Aug-10

Fri Tue

6:59 PM 7:59 PM

3.28 3.28

Gross Rating Points

GRP = Reach x Frequency % of Target Audience reached by an advertisement Sum of ratings: GRP Disregards duplication

Rating
TV: TAM- People meter GRP=% of mkt coverage of tgt audience by that program X no. of ads Print: IRS - Readership GRP=% of mkt coverage of tgt audience by that vehicle X no. of inserts Outdoor: Unorganised - People travelling from that place GRP=% of mkt coverage of tgt audience by that billboard X no. of times they pass by it

Gross Impressions
Raw nos. of media audiences Duplicated Quick look at total audience of size of media Make comparisons between media alternatives GI = GRP x audience base GI = sum of tgt audience sizes delivered by each vehicle

Effective Frequency
The amount of repetition that a planner considers to be necessary for ads to be effective Ordinary reach and frequency do not exactly tell us about the effectiveness of ads Its Subjective 3 hit theory : the first time audience asks : what is it the second time they ask : what of it the third time they begin to pay no attention to it Today effective frequency has now even become 12 messages. What is the most preferred frequency???

Effective Reach

Percentage of the target audience expected to reach at the decided frequency level

Marketing Factors Determining Frequency

Marketing Factors

Brand Loyalty

Brand Share

Usage Cycle

Brand History

Share of Voice

Purchase Cycles

Target Group

Message Factors Determining Frequency

Message or Creative Factors

Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Advertising units Wearout

Media Factors Determining Frequency

Clutter Repeat Exposures

Scheduling

Media Factors
Attentiveness

Editorial Environment Number of Media Used

Determining Relative Cost of Media-Broadcast

Cost per rating point (CPRP)

Cost of ad (time / space / etc)

CPRP =

Program rating

Developing the Media Plan

Situation Analysis Marketing Strategy Plan Creative Strategy Plan

Setting Media Objectives Determining Media Strategy Selecting Broad Media Classes Selecting Media Within Class

M Vehicle Decision TV

M Vehicle Decision Print

M Vehicle Decision Other Media

Developing the Media Plan

Analyze the Market Establish Media Objectives Develop Media Strategy Implement Media Strategy Evaluate Performance

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

Three Scheduling Methods

Continuity

Flighting

Pulsing

Jan

Feb Mar

Apr May Jun

Jul

Aug Sep Oct Nov Dec

Television Pros and Cons

Advantages
Mass Coverage High Reach Impact of Sight, Sound and Motion High Prestige Low Cost Per Exposure Attention Getting

Disadvantages
Low Selectivity Short Message Life High Absolute Cost High Production Cost Clutter

Radio Pros and Cons

Advantages
Local Coverage Mass Low Cost High Frequency Local Coverage Flexible Low Production Cost

Disadvantages
Audio Only Clutter Low Attention Getting Fleeting Message

Magazine Pros and Cons

Advantages
Segmentation Potential Quality Reproduction High Information Content Longevity Multiple Readers Lack of Flexibility Flexibility

Disadvantages
LongerLead Time for Long Lead Time for Ad Placement Visual Only

Newspaper Pros and Cons

Advantages
High Coverage Low Cost Short Lead Time for Placing Ads Ads Can Be Placed in Interest Sections Timely (Current Ads) Reader Controls Exposure Can Be Used for Coupons

Disadvantages
Short Life Clutter Low Attention Getting Poor Reproduction Quality Selective Reader Exposure

Outdoor Pros and Cons

Advantages
Location Specific High Repetition Easily Noticed

Disadvantages
ShortExposure Time Sort Exposure Time Low Content Short Ads Poor Image Inconsistent Quality Unorganised

Direct Mail Pros and Cons

Advantages
High Selectivity Reader Controls Exposure High Information Content Repeat Exposure Opportunities

Disadvantages
High Cost Per Contact Poor Image (Junk Mail) Clutter

Internet Pros and Cons

Advantages
User Selects Product Information User Attention and Involvement Interactive Relationship Direct Selling Potential Selling Potential Flexible Message Platform

Disadvantages
FewLimited Creative Valid Measurement Capabilities Techniques Websnarl (Crowded User Technology Limitations Access) Technology Limitations Broadband access Few Valid Measurement Techniques

Thank You