Advertising Appropriation methods &

Emerging forms of Advertising

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 Contents

 Advertising and Trends in Advertising

 Role and function of Media
 Media Budget setting
 Media planning concepts
 Various Media available
– their strengths and weakness
 Questions and discussion

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 Importance of Advertising
 In market based developing economies, consumers rely
on Advertising and other forms of promotion to
make their purchase decisions
 The ability of Advertising to deliver the message to
the target audience has given them a major role in the
marketing programs of most organizations
 Advertising helps create a brand image and symbolic
appeal for the brand, which is a very important for
companies selling products/services that are difficult to
differentiate on functional attributes.
 Also Advertising ….
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 ……… is a cost effective method to
communicate to a large audience.
 Task of Advertising?
 In today's time consumers are difficult to catch,
advertising messages has to find them wherever they
can be found.
 Consumers read and notice what interests them,
sometimes it’s an ad.
 The task of advertising is to solve a client’s marketing
problem with a simple idea that not only delivers the
solution but also engages its audience/consumers to
consume the communication and inviting them to spend
more time with the brand and its proposition.

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 Advertising
 In earlier days, things used to be very simple
 Create a product
 Generate a catchy name
 Create a nice jingle
 Air it repeatedly on Chitrahaar and Mahabharat
 Result – TOM awareness for the brand
 Quite a few brands owe their super brand status to
this formula of brand building.

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 Advertising
 But such days of one-plan-fits-all are over.
 Many companies have recognized the need to

integrate their various marketing communication

efforts such as the mass media advertising,
interactive advertising, public relations, sales
promotion and direct marketing to achieve more
effective marketing communication to create a

big impact in the market place

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Integrated Marketing Communications
 Advertising is changing rapidly and the new
buzz word is
Integrated Marketing Communications
or

360°
communication
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Integrated Marketing Communications
 What does this mean??

 IMC is a concept of marketing communications

planning that recognizes the added value of a
comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines –
like Advertising, DM, PR, SP, etc. and combines
these disciplines to provide clarity, consistency,
and maximum communication impact (through the
seamless integration of discrete messages)
American Association of Advertising Agencies

 Simply put it is

 Twenty-first century marketing will mean bringing a

brand to life using all possible contact points and not
simply relying on old formulas.
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 Marketing Communications
Traditional Approach

Sales
Publicity Promotion
Point of
Purchase

Media Packaging
Special Adver-
Events tising
Direct
Response
Public
Relations
Interactive
Direct Marketing
Marketing @ RAJESH NAMBIAR
 Marketing Communications
Contemporary IMC Approach
Sales Direct
Packaging Promotion Response

Media
Point of
Purchase
Adver-
tising Public
Relations
Publicity

Interactive
Marketing Direct
Special
Marketing
Events
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Integrated Marketing
Communications
has now evolved to

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Integrated Marketing
Communications
has now evolved to

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Engagement
Planning
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 Engagement Planning
 Engagement planning involves understanding how the
consumer can be connected with the content and the brand
using media.
 Engagement planning is about consumer and media.
Channel/Media thinking comes right at the beginning of any
strategic process rather than towards its end in Engagement
planning.
 Engagement planning brings the old world and the new world
together.
 Its very different from the old world, where people assume
the answer is a TV execution. It’s a bit complex now, with a
need to start a conversation in the social media space before
it ends up on TV.

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 Engagement Planning
 Media industry is obsessed with the thought of making the
client business grow


ROI is now actually Return on Ideas -
Ideas that can drive more effectiveness than efficiencies


ROI also means Return on Involvement
and not only return on investment

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 Engagement Planning
 Today using analytics, we can measure the effectiveness

of ideas and how buzzy the idea is.

 The new way of measuring ROI is not to see
whether people talk about it but how many
people talk about it
 Television can get ideas into the popular world, but
ideas that are truly liked by the consumers are
always shared blogged and discussed.

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 What is ADVERTISING?

Advertising is the delivery of the most

persuasive product message at the right
time, in the right place, to the right
person, at the lowest possible cost

Today’s Product/Brand Manager

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Role and Function of
Media in Advertising

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 Where Does Media Fit,
In The Agency Work Flow ?

Importance of the Media function

in the Agency

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The Agency’s Key Function

Communicate with the consumers so

as to get a desired response

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 The Agency’s Key Function

Communicate with the consumers so

as to get a desired response

Develop Communication
Strategy

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 The Agency’s Key Function

Communicate with the consumers so

as to get a desired response

Develop Communication
Strategy

Develop Actual
Communication

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 The Agency’s Key Function

Communicate with the consumers so

as to get a desired response

Develop Communication
Strategy

Develop Actual
Communication

Ensure that the communication

reaches the consumer
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 The Agency’s Key Function

Communicate with the consumers so

as to get a desired response

Develop Communication Brand Team

Strategy

Develop Actual
Communication

Ensure that the communication

reaches the consumer
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 The Agency’s Key Function

Communicate with the consumers so

as to get a desired response

Develop Communication Brand Team

Strategy

Creative Develop Actual

Communication

Ensure that the communication

reaches the consumer
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 The Agency’s Key Function

Communicate with the consumers so

as to get a desired response

Develop Communication Brand Team

Strategy

Creative Develop Actual

Communication

Media Ensure that the communication

reaches the consumer
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Q2

What Does Media Do ?

Media’s basic role

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 Media’s Primary Role

To ensure that the communication

reaches a predetermined number of people,
with certain common characteristics,
with an adequate degree of impact,
at the right time and at the lowest cost

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What Inputs Does Media Require ?

Media Brief

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What Inputs Does Media Require ?

What to include in a Media Brief ?

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 Inputs to Media

To ensure that the communication reaches a

predetermined number of people, with certain common
characteristics, with an adequate degree of impact, at
the right time and at the lowest cost

Media Brief

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 Inputs to Media

To ensure that the communication reaches a

predetermined number of people, with certain common
characteristics, with an adequate degree of impact, at
the right time and at the lowest cost

Media Brief

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 Inputs to Media : The Media Brief
The Communication

 What are we trying to say ?

 Tone and Manner of the communication
 What is the objective of this communication ?
 Increase sales
 Create awareness
 Counter short term competitive activity
 Get response to a promotional offer
 etc.. etc.
 Very often the creative brief forms a part of a
good media brief
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 Inputs to Media

To ensure that the communication reaches a predetermined

number of people, with certain common characteristics, with
an adequate degree of impact, at the right time and at the
lowest cost

Media Brief

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 Inputs to Media

To ensure that the communication reaches a predetermined

number of people, with certain common characteristics, with
an adequate degree of impact, at the right time and at the
lowest cost

Media Brief

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Inputs to Media : The Media Brief
People with certain common characteristics

How do we define them ?

The Target Audience

Inputs to Media : The Media Brief
People with certain common characteristics

How do we define them ?

The Target Audience

Where do they live ?

Target Markets
 Inputs to Media : The Media Brief
Target Audience
 Primary Target Audience
 Core group of people we expect to get business
from
 Secondary Target Audience
 The next group of people in terms of importance
 Influencers

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 Inputs to Media : The Media Brief
Target Audience
Psychographic Definition Demographic Definition
 Helps in getting a feel  Helps in quantifying the TA
of the TA

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 Inputs to Media : The Media Brief
Target Audience
Psychographic Definition Demographic Definition
 Helps in getting a feel  Helps in quantifying the TA
of the TA
 Example  Example
 Sheela works as an  Women, 30 yrs +, SEC AB
executive in a
multinational. Has two
children. Is over weight.
Envies others with
perfect figures.

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 Inputs to Media : The Media Brief
Target Audience
Psychographic Definition Demographic Definition
 Helps in getting a feel  Helps in quantifying the TA
of the TA
 Example  Example
 Sheela works as an  Women, 30 yrs +, SEC AB
executive in a
multinational. Has two  Parameters
children. Is over weight.  Sex
Envies others with
perfect figures.  Age
 Income
 SEC
 Occupation
 Education.. Urban/ Rural
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 Inputs to Media : The Media Brief
Target Markets
 Definition
 Which States and/or
 Cities or
 Zones and/or
 Urban/ Rural

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 Inputs to Media : The Media Brief
Target Markets
 Definition
 Which States and/or
 Cities or
 Zones and/or
 Urban/ Rural
 Relative importance of
each market
 Market Prioritisation

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 Inputs to Media : The Media Brief
Target Markets
 Definition
 Which States and/or
 Cities or
 Zones and/or
 Urban/ Rural
 Relative importance of  Priority I
each market  UP
 Market Prioritisation  Bihar
 MP
 Priority II
 AP
 Kerala

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 Inputs to Media : The Media Brief
Target Markets
 Definition
 Which States and/or
 Cities or
 Zones and/or
 Urban/ Rural
 Relative importance of
each market  Priority I
 Market Prioritisation  UP
 Basis of Prioritization  Bihar
 Current Sales  MP
 Target Sales  Priority II
 Potential  AP
 Competitive Activity  Kerala

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 Inputs to Media

To ensure that the communication reaches a predetermined

number of people, with certain common characteristics, with
an adequate degree of impact, at the right time and at the
lowest cost

Media Brief

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 Inputs to Media : The Media Brief
Adequate Degree of Impact : Definitions

Quantifiable Impact or Non-Quantifiable Impact

Media Weights  Innovative usage of
 GRPs Media
 Reach/ Frequency

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 Inputs to Media : The Media Brief
Adequate Degree of Impact : Definitions

 Adequate degree of impact depends on

 Communication objective
 Market Priority
 Sales Targets
 Awareness among Targets
 Market Share Targets
 Competitive Sales
 Competitive Media Weights
 GRPs & Reach/ Frequency
 Spends
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 Inputs to Media : The Media Brief
Adequate Degree of Impact : Definitions

 Adequate degree of impact depends on

 Communication objective
 Market Priority
From
 Sales Targets
Client/
 Awareness among Targets Account Management
 Market Share Targets
 Competitive Sales
 Competitive Media Weights
Decided by Media
 GRPs & Reach/ Frequency
 Spends
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 Inputs to Media

To ensure that the communication reaches a predetermined

number of people, with certain common characteristics, with
an adequate degree of impact, at the right time and at the
lowest cost

Media Brief

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 Inputs to Media : The Media Brief
At The Right Time : Scheduling

 Scheduling depends on
 Sales Seasonality
 Seasonality of Competitive Advertising

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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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 Inputs to Media

To ensure that the communication reaches a predetermined

number of people, with certain common characteristics, with
an adequate degree of impact, at the right time and at the
lowest cost

Media Brief

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 Inputs to Media : The Media Brief
The Cost : Budget

 What is the budget ?

 Specified by you (client)
 Need based

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Setting the budgets

Depends on the goals

that have been set

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 Method 1
Affordability

Simple-
Kitna Paisa hai bhai ?

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 Method II
Percentage Of Sales

Based on either forecast of current

year or last year.
Cosmetics – 10% to 20%
Industrial equipment – 1%

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 Method III
Competitive Parity Method

To achieve share of voice

parity with your competition.

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 Method IV
Objective and Task Method

 Develop a promotion budget by defining specific

objectives
 Determine the tasks that must be performed to
achieve these objectives
 Estimate the cost of performing these tasks.

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 The Media Brief - Contents
 Communication
 Objective
 Tone and Manner
 Target Audience
 Psychographic
 Demographic
 Target Markets
 Prioritisation
 Basis of Prioritisation and numbers for the same

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 The Media Brief - Contents
 Targets
 Sales
 Awareness
 Market Share
 Competitive information
 Competitive Sales and Market share
 Seasonality of category/ brand sales
 Budget

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 Databases
Press TV Radio
 IRS  TAM  RAM
 ABC

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 Research Outputs
Additional Information

 Print
 Readership of Publications
 Profile of Publications
 Issue Readership
 Duplication of Readership by Publications

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 IRS Software
 Information Access
 Press & Other media
 Consumer Demographics
 Media Planning System
 Target audience calculation
 Maximum potential reach

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 ABC
 Audited circulation of registered publications
 Audit period - every 6 months
 Circulation by State/District/City/Edition

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 TAM
 a Peoplemeter panel

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 The Peoplemeter system

 The most advanced, commercially active technology in the world

today
 The Peoplemeter is an electronic device attached to TV
set which automatically records:
• The time that the TV is switched on / off
• The channel that the set is tuned to at any point
in time
• Channel change

 A handset is provided to the household by which household

members can register commencement and end of TV viewing

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 Television
Audience Measurement
 Tam Media Research is 50 : 50 joint venture
between AC Media & Kantar Media
Research/IMRB that conducts measurements
in India.
 They use “PEOPLEMETERS”.
 These meters are installed in major cities
 Data is churned every week.
 Source is called TAM peoplemeter system

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 Now what is People Meter?
It is a “BOX”, about the size of a paperback Book –
that’s hooked up to each TV set & is accompanied by a
remote control unit. Each family member in a sample
house hold is assigned a personal viewing button,
which is matched to that person’s age & sex. Whenever
the TV is turned on, a light flashes on the meter,
reminding the viewers to press their assigned button
and to indicate that they’re watching television.
Additional buttons on the People Meter enable guest
who are also watching to participate in the sample by
entering their age, sex & viewing status into the
system.
“PEOPLE METER”
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 TAM measures?

1. TAM measures in-home minute to minute TV viewing for

all TV owning households in Class I India
2. The reporting for the data is done across standard
regions and demographic classifications

Hence, TAM does not measure :

1. Out-of-home

2. Rural

3. Urban India with towns having population < 100,000

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 Viewership reported for ~100% Urban
Class I towns (except J&K and North East)

Reporting broken up by
1. 6 metros
2. State/RoState – 1 Mn.+
3. State/RoState – 0.1 - 1 Mn.
- Punjab, Haryana, Chandigarh, Himachal Pradesh reported together
- Madhya Pradesh and Chattisgarh reported together
- Uttar Pradesh and Uttaranchal reported together
- Bihar and Jharkhand reported together
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 TAM operations: A snapshot

 Across 73 towns in India

 Panel comprising 7000 homes

Imagine asking 20,000+ individuals every minute, 365

days of the year what they watch!

 Viewing monitored for ~ 400 active channels

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 Television Audience Measurement (TAM) (…
contd.)

Notes:
1. RoMah includes 350 homes of Less than
Class1 Strata
2. UP includes Uttaranchal
3. Pune and Ahmedabad are included in
Maharashtra and Gujarat respectively

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Schematic Representation of the Peoplemeter Equipment

Set Monitoring Unit

Data Module
1 2
3 4
5 6
7 8
9 10
TV 11 12
VAC TT

Detector Sensors TV Tuner Handset

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It automatically picks Up…..
 What is the status of the TV set ?

(e.g. TV On/ Off, change in channel, ……..)

 Who is watching the Television ?
 What Time, Day and Date is the Television
being viewed ?
 What Frequency (channel) is being viewed ?

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 Media Concepts

Media Plan

An activity schedule by medium, by vehicle that is

designed to meet a certain pre-set objective.
It shows the number of insertions, cost and
schedule of spots / insertions

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 Media Concepts
TRP

% of Target Audience in a particular market who

have viewed any particular episode of a TV
programme, expressed as a number

 For example TRP for Balika Badhu among females

in Bombay on the 2nd of July was 3 i.e. 3 % of all
females watched Balika Badhu on the 2nd

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 Media Concepts

GRP

Sum of TRPs for a particular plan. It is a

measure of the media plan’s thrust

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 Media Concepts

CPT

Cost per every thousand Target Audience reached

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 Media Concepts
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 = 1000

GRPs for the Soft Drink Category in May = 4000

Hence SOV for Coke = 1000 / 4000 = 25%

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 Media Concepts
SOS : Share of Spends
Spends for a particular brand expressed as a
percentage of the Spends for the defined
category

Example : Spends for Coke in May = Rs 3 Crores

Spends for the Soft Drink Category in May
Rs 10 Crores

Hence SOS for Coke = 3 / 10 =30 %

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 Media Concepts
Thus Far

 Media Plan  Gross Reach

 TRP  Net Reach
 GRP  OTS
 CPRP  SOV
 CPT  SOS

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Various media
Their Armour and its chinks.

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 Television
Pros Cons
•Reach (All India & Regional) To many channels - fragmented

•Audio Visual ( Image and effective City/geographical

communication)
High Costs
•Impact High
Clutter
•Medium Imagery
Fleeting Exposure
•Development of niche channels
(suited to sharp focusing) Production costs high

•Goes beyond the literate Still TV penetration an issue

•Good lead medium

FMCG’s - Soft Drinks, Soaps, Foods, Durables,
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 Press
Pros Cons
 Fragmented/ Flexible
 Not National
 Demos
 Psychographical Segmentation  High Costs on a national
 Geographical platform
 Timeliness  Static medium – Less
 Higher involvement effective message delivery
 Longer Shelf life  Clutter on a page
 More Details possible
 Poor reproduction quality
 Product info
 Dealers
 Credibility
 Visual medium
Durables, Regional players, Contests, Promotions,
Launch phase, Local Advertisers (Ent.& Retail)
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 Radio
Pros Cons
 Regional/local flavor  Low reach
 Cost effective  Only Audio
 Enters your mind space  Lower attention than
television
 Captive (for what its
 Non standardized rate
worth)
card
 Evaluation ?
 Fleeting exposure
Retail, Entertainment, Contest,
Promotions, Reminder
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 Outdoor
Pros Cons
 Flexibility  Static
 High repeat exposure  Creative limitations
 Relatively less cluttered
 Evaluation ?
 Good reminder medium
 Regional focus
 Area specific (sharp
focus)

All categories- Serves as a reminder.

Foods, Durables, etc.
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 Direct Mail

Pros Cons
 Sharp focused – lowest
 Low response
wastage
 Involving  Consumer knows a
 Measurement direct mail and thus
 Sharper message might ignore
development  Does not carry image
 Lower Cost (on a limited ‘halo’ of mass media
scale)
 Innovation possible (Audio
Data
visualBase
etc) – Controlled Identified target group.

Banks, CC’s, Financial Products, Retail ..

The list widens everyday!
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 Events
Pros
 Involving Cons
 Dynamic  Costs
 Touch and feel opportunity
 Reach
 Experience the brand
 Sharp focused
 Creates WOM Publicity
 Brings the consumer closer to
the brand
 Innovative
 Memorability
 Reach in conjunction with PR /
advertising

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 Public Relations
 There is a distinction between Publicity and Public Relations.
 When an organization systematically plans and distributes
information in an attempt to control and mange its image and
the nature of the Publicity it receives, then it is engaging in a
function known as Public Relations.
 Public Relations is defined as the management function which
evaluates public attitudes, identifies the policies and
procedures of an organization with the public interest and
executes a program of action to earn public understanding and
acceptance
 Public Relations generally have a broader objective than
Publicity as its purpose is to maintain a positive image of the
company among its various publics.
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 Public Relations
Pros Cons
 Credible – 3rd party  Message control
 Off guard – more effective  Not timely
than sales communication
 No guarantees of publishing
 Dramatization possibility
 Free
 High Involvement and lots of
information possible
 Reader picks to read about
you

Charities, Clubs, Corporates

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 Internet
Pros Cons
 Interactivity
 Evaluation credibility in
 Costs
doubt
 CRM tool
 Ability to establish a
 No Standardized Rates
relationship  Not yet mass reach
 Involvement/ Info.
Dissemination
 Works well in conjunction with
other mediums
 Sharp focused targeting based on
interests. Demos and psycho’s

Almost everyone!
Across all categories.
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 Other, New, Innovative and
Emerging Media/ disciplines
 Point of Sale  In film/serial product
 Flyers placements
 Stickers  Tie ups with movies
 W-O-M  Multiplexes
 Balloons  Carrybags/Hangtags
 Bulk SMS  Celebrity endorsement
 MMS  Trains and Buses
 Rural Mela’s/festivals  Lifts

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 Properties

Using the right media to

enhance messaging

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 Movie Tie Ups

Take a genre and appropriate it for your

brand – Axe, Fevicol, Nike, Centre shock.
Amithabh Festivals, Romance Movies,

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 Channel Tie Ups

Use the channel imagery to runoff on

you brand. Fashion TV, MTV, AXN, Zee
TV, National Geographic

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 Program Tie Ups
Top Gear, Star Travel Asia, Kyon Ki Saas, Fear
Factor, Garfield, Trend Mill, CNBC Business
Hour, Hard talk, What Women Want.
ICICI, Nike, Safari, Diamonds, Hot Wheels,

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Special Events

World Cup,
FilmFare awards etc.

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Summing Up

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The Agency Process
Marketing
Sales/ Trial/ Awareness
Objective

Marketing
4 Ps
Strategy

Role of Target
Advertising Consumer

Advertising Creative Media

Strategy Strategy Strategy
Positioning @ RAJESH NAMBIAR
Distinct Role of each Component of
the Advertising Strategy
 Defines WHO we will
want to influence

Target
Consumer

Creative Media
Strategy Strategy

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Distinct Role of each Component of
the Advertising Strategy
 Defines WHAT to and
HOW to speak to our
prospects to move
Target them ..
Consumer

Creative Media
Strategy Strategy

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Distinct Role of each Component of
the Advertising Strategy
 Defines WHEN, WHERE,
to HOW MANY and
HOW OFTEN we must
Target speak to effectively
Consumer deliver the message/
elicit the desired
response
Creative Media
Strategy Strategy

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9833416604
or

namrajesh@gmail.com
@ RAJESH NAMBIAR
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Rajesh Nambiar
+919833416604
namrajesh@gmail.com
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@2rajeshnambiar

@ RAJESH NAMBIAR