Write a short note on the advantages and disadvantages of internet as an emerging

medium in India.
The internet is one of the emerging mediums in India as of today. Like many other media
it too has its advantages and disadvantages in the below mentioned areas:

Effective targeting – the internet as a medium poses an advantage in this aspect as the
kind of people visiting a site or surfing the web can be determined and defined much
better and easier then other mediums. However, one must remember that majority of the
people on the net are educated and from urban backgrounds. So it makes sense only for
those who are looking at this target audience to advertise on the net.
Eg. It doesn’t make much sense for lifebuoy to advertise on the net.

Flexibility of execution - theoretically, internet as a medium provides one with a good

amount of flexibility of execution. One can communicate its message in the form of print
or one can create a whole audio-visual experience or even set up a virtual tour experience
of the product.
Eg. Many tour operators have a virtual tour site of different countries. Products like
mobile phones can be seen from all angles because of 3-D animation.

However, practically it is not always workable. The more components that you add on to
your site, the heavier the web page is and the longer it takes to load. It has been observed
that many times people skip a site if it takes too long to download. Therefore one does
not have a lot of flexibility of execution. The primary attraction of the Internet is its
ability to deal one-to-one with consumers. In theory, business and consumers can buy
products, exchange product information, and acquire valuable research with the touch of
a computer key. In practice, the Internet remains an experimental medium with vast
underutilized potential

Connectivity with respect to India – this is one of the main disadvantages of advertising
on this medium. Its presence in the rural areas is nonexistent and in the urban areas a lot
is left to be desired. However in future one expects the medium to grow across sections
of society. The Internet is the ultimate research tool, with its ability to measure exactly
how many people used the medium and or purchased a product The Internet is among the
most flexible media, with an ability to immediately change copy in reaction to market
and competitive conditions.

Cons
To this point, the Internet is mostly promise rather than performance. It is difficult to
determine the effectiveness of the service because it is largely experimental in a
commercial sense.

Despite the growing popularity of the Internet as a means of informal communication,

many consumers are still reluctant to use the service for purchasing products and
services. In particular, consumers seem reluctant to give their credit card numbers over
the Internet, even though secure sites are available.
The sheer number of commercial and noncommercial web sites makes it difficult for
consumers to know what is available or, once know, have much time to spend with any
single site.

Advantages and limitations of the medium itself – one of the main advantages of the
medium is that it exposes you to the world. The knowledge you can obtain from the
internet is close to infinite. Anyone in the world can see your website, see your ad [even
if it is a little banner on a small site]. It is also a medium where you can communicate to a
specific target audience. It is a relatively cheaper medium to advertise.
The limitations are that it is not widespread in the country. It is almost redundant for rural
advertising. The fact that you cannot do more than animations of a website is a
disadvantage.
There are several other disadvantages but over a period of time this medium is bound to
emerge as a strong force in media planning.

2. What are the various functions in Media Planning in Advertising?

Proper media planning enables the selection of the right media: selection of the right
media is crucial in the entire planning process. How best can I reach my target
audience? Is the question kept in mind.
It helps to allocate the advertising funds to the right products in the right media: for
example, ads for chocolates will be placed in a slot where there is maximum children
viewer ship. And channels like Nickelodeon, Cartoon Network or between 5-7 pm when
most children watch cartoons.
It indicates the period or the season in which the advertiser need to concentrate
advertising efforts: for example all the paint advertisements concentrate on the festive
seasons. A few months before the festival like Diwali the ads are released.
It helps achieve the advertising objectives.
It minimizes wastages of advertising funds: when money is used in the right direction
there are minimum wastages.
A media plan helps the ad agency to obtain approval form the client.
Proper media planning will help the advertiser to reach the right target audience.
It helps to finalize the frequency of advertisements: how many repetitions of the
advertisement should be done and are required also specified in a media plan.

3. Explain the media planning process in detail.

Media planning is the process of designing a course of action that shows how
advertising space and time will be used to contribute to the achievement of the
marketing and advertising objectives.
The media plan is created by the media planner from information about the market and
prospective customers. Media decisions are primarily based on the creative strategy
established for the campaign and the characteristics of the target market. Through
market research, facts about the target market are accumulated and generalized into a
consumer profile. This along with the basic copy strategy and copy requirements is
analysed by the media planner, taking into account the size of the advertising budget.
This analysis is followed by matching the audience characteristics of various media
with the consumer profile and by evaluating the adaptability of the physical format
of the media to copy requirements. Finally, through the exercise of judgement
concerning dimensions of coverage, reach, frequency, continuity, ad size... the media
plan emerges.
With all the advertising decision making the ultimate responsibility for choosing
media rests with the advertising/ brand manager.

3 decisions are made during the media selection process :

general type of media [which medium – say TV]
classes within certain type [which channel on TV – say star plus]
specific media vehicle [ which program on star plus – say KBC]

Key factors in influencing media planning :

marketing conditions facing the advertiser –
product characteristics
distribution channels
promotional strategy
nature of advertising copy
level of competitive advertising efforts –
most important is to improve or retain sellers market share
media considerations –
size of budget
reach
frequency
continuity
dominance
cost effectiveness
availability to advertiser

Media planning is defined as a process to conceive, analyze, and select channels of

communication that will direct the advertising message to the right people in the
right place at the right time.
PROCESS OF MEDIA PLANNING: Once the media plan has been completed and
scheduled, it must receive the approval of everyone involved, both within the agency
and, most importantly at the advertiser. At that point, the plan is ready for execution. This
means that the media that have been proposed must now be bought – commercial
time on radio and television, or ad space in newspapers, magazines, and billboards. Then,
the ads begin running.
The process by which the media are purchased differs not only by the media type
but also by geography. For national media such as television or magazines, the
media buyer usually works with his or her counterpart at the national office of the
TV network or magazine publisher (the media seller or rep.) Rates (costs) are negotiated
for the specific time or space required in the particular magazine issue or program. The
cost of electronic media will vary depending on supply and demand. It is likely to be
higher when the economy is doing well and companies are thus spending more on
advertising. The cost also depends on how popular the show or title is; an advertiser
pays more to advertise in “Seinfeld” than in “Nightline”, for example, because more
people watch that sitcom than the late night discussion show. The volatility of prices
for Television and radio also reflects the fact that what is actually being sold as
airtime, which is finite unlike the print media, where space can be added to
accommodate additional advertising needs, the electronic media only have a finite
amount of commercial time available, the commercial time must be sold before the
time has expired.

For local media, such as newspapers, local television, local radio, the media buyer works
with the individual representative at the local newspaper or TV or radio station. In the
case of local radio and television, this entails a good deal of negotiation, with the buyer
receiving competing bids from a number of possible stations that meet the plans criteria
in terms of reaching the desired target audience at the right cost. He or she will then
negotiate directly with the station to find the best deal in each market. With newspapers,
where there is generally only one per market, the negotiation typically involves
determining where the ad will appear (i.e., in which section). Pricing is less negotiable
here.

What does one mean by media objectives- define media strategies & explain in
detail?
Before media planning can start, companies have to define the marketing objectives
of the product/ idea proposed to be advertised. For example, if a professional
camera manufacturer decides to launch an automatic camera to expand his market,
his marketing objective would be to reach those segments of the population who are
photo enthusiasts
But do not want to be hassled by the intricacies of operation of professional
cameras, the fun loving people who want to capture moments of joy and
togetherness. The manufacturer may also target the existing professional camera
users to consider a replacement in order to have the pleasure of an automatic
camera which obviously will be faster, having mastered the manual one. The
marketing objective, hence, would be to
extend distribution into new geographic markets or income groups as also
the current users of cameras.

The media objectives will dovetail to the following:

1) To reach photo enthusiasts of the age and income group who are the
chief purchasers.
2) To concentrate the greatest weight in urban areas where the target
audience would normally be found and where new ideas gain a quicker
response.
3) To provide advertising support at a consistent level except when it
needs extra weight during announcement and the holiday season, when
such target buyers are planning to visit exotic places or to meet their
kith and kin.
4) To select those media which will help strengthen the creative
strategy and help of demonstrate convenience, ease of shooting and, of
course, excellent results. The “Hot Shot” camera with the ‘Khatak’ sound
became an instant success with the photo enthusiasts in the late 80’s in
India.

5) To reach target buyers through those media to gain greater frequency

and lesser cost per opportunity.

The above objectives, though spilt in several components, generally

focus on two major categories viz., audience objectives and message
distribution objectives.

MEDIA STRATEGY :
A Written media strategy is always an integral part of any media plan. This lists the
logic and consistency of the overall media schedule recommended.

Generally, the media strategy outlines the type of media proposed to be used; how
they will be used, and the rationale for the choices made. It defines the target
audience and the priorities of weighting them; the specific reach, frequency and
continuity goals.

It provides a break down of various media to be used over a period of time and the
budget for each of them, the cost of production and artworks, the intended size of
advertising units, the duration of spots/ jingles along with mechanical and timing
considerations.

To most people even in advertising agencies, a media plan consist of a specific list of
vehicles and schedule for their use. This, according to media planner, D.Sriram, is
entirely microscopic and inappropriate perspective of media.

Sriram outlines the following strategic decisions while preparing a media plan:
· Specify target audience against the weights that need to be
delivered.
· Determine the overall media weights to be delivered to target audience over
the course of the year.
· Decisions about the distribution of these weights across time and
markets.
· The mix of brand media types that should be used to deliver the
weights.

9. discuss the principles that govern media PLANNING?

The principle that governs Media Planning is:

Product category information: it is pertinent for the media planner to have a through
knowledge about the product category & the positioning of the brand being
handled. This helps in assessing the strength & weakness of the brand & also helps in
sending achievable targets. This information details with the following broad areas—
category definition, competitive brand, market shares of (new, mature, stagnating
or near extinct), market expansion opportunity, interest level (high/low),
responsiveness to advertising, purchase cycle of the product—to help determine the
scheduling pattern.

Market information: this should reflect the market objective & proposed strategies,
product categories, distribution channels, brand categories, expenditure level & ad.
Expenditure of close competitor, ad. Expenditure on the brand for the current,
previous year & proposed appropriation.

Media objective: the objective should be clearly indicated. The proposed advertising is
trying to accomplish. This must clearly indicate whether the objective is to introduce
a new product, increase awareness about the existing brand, reinforce the current
position, reposition the current brand, relaunch a declining brand, elicit direct
response, improve or enhance the company’s reputation or change the peoples
attitudes towards the company’s brand or product category. It would also indicate
the source of business.

Target audience: a profile of those who buy the existing category as also those who buy
the competitive brands is a very important consideration for the media planners. Buying
habits must also includes information about buying cycles, purchase points,
frequency of purchase, etc… this helps the planner to know consumer
characteristics by category, brand & competitor; demographics—age, income,
education, occupation& motivation, special market segment.

Data of competitors: it is very important to know the competitors activities especially

their ad. Spend. Procuring data about large national advertisers is generally not
difficult as they are published by newspapers, magazines & trade publications.
Since the data are gathered in piece- meal , most of the time firm data are not
available. What one gets is a fairly rough idea about the competitors ad, spend.
Gathering such information is a time consuming task for media analysts & the
planner generally bypass this important investigation to write his media planning.
 1 THE PROCESS - DETAILED
II) Developing a media mix / defining role of media.
Extracting media preferences (penetration) of the target group.
Calculating the cost - efficiencies of the media in isolation.
Super - imposing creative stance
Setting reach / OTS objectives for each medium, thereby designating primary and
secondary media.
THE PROCESS - DETAILED
III) Media vehicle selection
Publication / Programme selection is mainly based on 3 parameters
Reach (within the TG)
Cost - efficiency
Profile/ Image (synergy with the brand)

THE PROCESS - DETAILED

III) Media vehicle selection
Calculating the cost - efficiencies of individual media vehicles for each medium
Plotting reach v/s C.P.T.
Understanding readership / viewership profiles of publications / programmes and
matching them with the TG profile
THE PROCESS - DETAILED
IV) Costing & Scheduling
Designing a scheduling pattern across the advertising period based on nature of product
and competitive activity
Assigning number of insertions / spots to selected vehicles.
Multiplying rates with frequency to arrive at cost of plan.
THE PROCESS - DETAILED
V) Evaluating the plan
Calculating the reach / OTS delivered by market for each advertising burst
Calculating the cost efficiency of the plan
Comparing against reach / OTS target
Modifying, if necessary, to achieve reach / OTS targets / improve cost - efficiency
THE PROCESS - DETAILED
VI) Measuring actual delivery
After completion of advertising burst, compare actual schedule to plan.
Re - evaluate in case of any difference.

0. Explain Media Plan evaluation?

Once the Media plan has been devised, agreed to, and executed, it might seem that the
planers task is complete. In fact, there is one more key phase: evaluating the plan to make
sure it worked. There are three tasks involved: Posting, Monitoring and Measuring the
impact. Each task is considered brief below.
Posting And Follow Up – Following up after an ad has been executed, known as
posting, works differently for different Media forms. in Television, the buyer receives
a affidavit that shows exactly where the Commercial ran – the day, date, time, and
position in the program and in the pool of commercials. If it turns out that the ad
appeared in a Revenue or at a time significantly different from the one agreed upon with
the station or network, the advertiser can generally request a Make — Good. This means
that the media channel agrees either to give monetary compensation or, more commonly,
to place the spot again at no charge. Although the data about when and where the spot
ran are generated overnight, the advertiser or agency usually will not receive them
for a week or conger, which sometimes results in the timeliness of the commercial
being lost.

As for posting procedures in other Media, radio stations provide affidavits that state
when the ads ran. Magazines usually send a copy of the issue to their clients.
Newspaper ads can be checked by requesting the tear sheet, which is a copy of the
actual page with the ad on it. Services are available to provide proofs of purchase to
the agency or buyer. For outdoor billboards, it is possible to “ride the boards” with the
outdoor company, visiting all or a proportion of the actual boards in each city to
verify where they are located and whether all the negotiated terms have been met.

Ongoing Monitoring Of The Plan – The Media planner has to keep track of
possible changes occurring not only in the media but also in all elements of the
marketing mix that could potentially harm the plan’s ability to impact sales. On the
media side, for example, a major international or domestic crisis could disrupt
regularly scheduled Television programs and / or people’s viewing habits, which might
mean the chances of your ads being seen are substantially reduced. Other marketing
considerations that the planner must watch for in monitoring the plan include unexpected
new entrants into the category or a sudden increase in spending by a major
competitor.

Indeed, anything that upsets the marketing arena is liable to have an effect on the Media
plan. The planner therefore, should keep a close eye on the marketing and media
situations and be prepared to recommend changes in the media tactics to respond to
changes in the real world. It is not too uncommon for the plan to be cut midway
through the year, particularly if the company does not make its financial targets or
a new management team is brought in. in that case, the planner has to revise what
has been bought, canceling space and time when possible or look for relief by selling
what was bought to another advertiser.

Measuring The Impact – Although the potential impact of the media plan is
calculated upfront in terms of its reach and frequency, media planners also should
evaluate the plan’s effect based on actual figures. For example, the planner might
have planned to buy a total of 585 gross rating points for the year, generating a
monthly reach of 45%. If it turns out that the plan only got 450 points, that would
lower the reach estimate, which means the plan will not achieve its objectives. That,
in turn, could have consequences for the over all advertising and marketing plans,
potentially impeding them from obtaining their goals too.

A plan’s impact can be measured in several ways. One way is to test consumers
awareness of the ad campaign before, during and after it appears to see if the
desired communication objective has been reached. Sales data, such as that given by
scanners or sales transactions, can offer another very tangible indication of how
much the media plan has helped generate sales, even though it is difficult to tie sales
response directly to most media activity (with the exception of direct response).
Finally, the plan’s actual reach and frequency figures can be compared with what
was proposed beforehand.

One of the results of measuring the media plan’s impact is that it gives
you an important advantage in preparing the plan for the next year. Based on what
is discovered in the assessment of the current plan’s performance, the planner may
recommend significant changes in, for example, the media mix, the time frame, or even
the budget.

1. HOW DOES MP RELATE TO THE MARKETING STRATEGIES OF A

BRAND OR SERVICE?
The media plan is an integral part of the overall marketing strategy and as such
must take into consideration the brand manager’s current overall strategy. A
product introduction requires heavier advertising and promotion at the beginning
of the plan period. A mature brand requires even support. A lead generation
campaign may utilize specialized media.
A very good example (presume) of this would be Mc Donalds promotional campain for
promoting free toys with happy meal pack. The media planner will decide as to where the
ads will go and how should they be placed like the advertisement for happy meal should
be positioned keeping in mind the target audience i.e. children. So the ads will be placed
in programmes and channels viewed by children like nickelodeon, cartoon network etc.
for every successful strategy and media mix it is crucial to place ads that will directly
address to the target audience. No successful ad campain works until and unless they
are properly placed with effective budget analysis. Cost effective advertising,
promotion I also a part of media planning. Care should be taken by the media
planner to see that the media chosen fits into the 4p’s i.e. product, price, place, and
promotion in such a manner that maximum reach is achieved .

There are five power concepts that a media planner should keep in mind with regards to
marketing strategy of a brand or service:

Customer Focus i.e. Your message must be appealing, relevant and accurately timed and
must be based on the understanding and anticipation of what the customer expects and
wants, when he wants it, and how he wants it to be delivered to him.

Customer Empowerment i.e. you empower your customer to define the relevance,
you do not define it for him and do not force the content as per your convenience.
You allow him to decide how deeply he wants to be involved in the communications.
This concept extends beyond the permission from customer. Her you are asking your
customer to take the lead.

Immersive marketing i.e. you need to be consistent at all the contact points and need to
have continuity such that all the roads of different media lead down the same path to
the brand. The beauty of your communications lies in that the consumer gets the option
only to decide how far to go and not what different objective to go for.

Brand Resonance i.e. your communication while creating relationship must stand for
something that the customers think is worthy of a relationship with them.

Emotional bonding i.e. your brand develops a relationship with your customer based on
the insights about the customer. He is not only loyal to your brand but he treats the
brand as a friend, a trustee, a close relative, or as an inseparable part of his life. In
this case he becomes an advocate for your brand and propagates your message himself. In
other sense he becomes a contact point for the other consumers. Thus the
communications become vital to be managed so well that even this newly created contact
point speaks the same voice.

The media planning is at the strategic level. Generally it relates to the entire strategic
framework as to what does the product stand for, its attributes, the differentiation
and then segments which it wants to enter. Thus the plans need to be based which
must answer:

What contact opportunities do I have (taking into consideration the costs and the
benefits)?

What depth do I want to gain in any media?

What is my media strategy i.e. whether I want to just ensure my presence in the medium
or I want to dominate that particular medium?

In short the entire work of media planning is “ the strategic coordination of all the
messages and media to influence the perceived brand value”. Thus effective media
planning and effective media strategy result in successful brand or service.

12. What are the various elements involved in Communication Mix. How are they
related?
A: “Communications component (or communication mix) is that portion of the media
plan that considers the effectiveness of message delivery as contrasted to the efficiency
of audience delivery.”
 When we use the word creativity in advertising context, we usually do not think
about the media function. However, the effective media planner must consider the
creative goals, the message themes, and the actual creative execution in developing
the media plan. Because of high cost of time and space, there is a tendency to
become so concerned with media cost analysis that we forget that effective
advertising must communicate to our listeners and readers.
The communication mix consists of the following considerations;

Creative Predispositions of the audience: for example, teens are predisposed to radio in a
different way than print.

Qualitative Environment for the message: Golf magazine reaches readers who are in the
proper frame of mind for ads for golf balls and golf clubs.

The Synergistic effect: advertisers seek a combination of media that results in a

communicative effect that is greater than the sum of each medium. For example,
outdoors are used by automobile manufacturers to gain brand recognition,
magazines for detailed product information, newspapers for dealer locations and
price, and television for demonstrations and image. The net effect is greater than
any single medium used alone

. WHAT IS COMMUNICATION MIX?

Advertising
Direct Marketing
Sales Promotion
Public Relation
Personal Selling
Communication Mix describes the communication activities of advertising, personal
selling, sales promotion and publicity/public relations.
Advertising is a non-personal form of mass communication, paid for by an
identified sponsor.
Personal selling involves a seller attempting to persuade a potential buyer to make a
purchase.
Sales promotion encompasses short-term activities such as giving coupons, free
samples, etc. that encourage quick action by buyers. The company has control over
these three variables, but has little control over the fourth variable, publicity/public
relations.
This is another non-personal communication method that reaches a large number
of people, but it is not paid for by the company and is usually in the form of news or
editorial comment regarding a company’s product or service. Companies can gain
some control over the publicity it receives by the release of news items.
Put together, these promotional activities make up the promotional or
communications mix with varying emphasis on each element according to the type
of product or service, characteristics of consumers and company resources.
Company size, competitive strengths and weaknesses and style of management all
influence the promotional mix.
Other communications elements with which promotion must be coordinated are the
product itself, price and distribution channels used. Product communication, including
brand name, design of packaging and trademarks are all product cues, which
convey a message about the total product offering. Price can communicate different
things under varying circumstances, for instance conveying ‘prestige appeal’ for
those buyers who perceive that a high price is equal to quality and prestige. The
place in which the products are to be found also has notable communications value.
Retail stores have ‘personalities’ that consumers associate with the products they
sell. Products receive a ‘halo effect’ from the outlets in which they can be found and
two stores selling similar products can project entirely different product images. For
example, a perfume sold through an up-market store will have a much higher
quality image than one sold through supermarkets.

Q. 13 How is print buying different from Television buying?

A: Print buying Television buying

1. Buying space 1. buying time

2. Rates are maintained, less bargaining 2. more amount of bargaining
opportunity because it’s a use-or-lose because even if no
advertising is
proposition. Sold, there is still the cost of
putting
up the show.
3. Transaction mostly done in cash. 3. it can be cash or barter or
both.
4.Buying decision & cost depends upon the 4. depends on the shows TRP
publications Readership & circulation.
5. There is less chances of wastage because 5. Wastage is more because
the
Print medium is more selective in their audience is not selective.
Target audiences. E.g. magazines for various
Interests.
6. Buying depends on positions. More cost for 6. buying depends on prime
time
Premium pages. & non-prime time, there is
premium
Charged for prime time slots.

Q. 14 what are the demographic data required that would help decide on the
Medium to be selected. Explain the relevance of each data.
A: advertisers must always match the profile of the target market with the demographic
characteristics of a given medium’s audience. Let us consider an example of cigarette
advertising. The target market for this is men in the age group of 25 to 60 years. The
advertiser should consider placing the ads in magazines having a predominant male
readership. Advertising in magazines having a predominantly female readership would be
mostly wasteful for this product. Similarly, age also plays an important role in preparing
a media plan for a particular product. Suppose you want to advertise a fast food joint to
the teens. Hence it would be apt to advertise this product in magazines like JLT or radio
stations. Also income level is an important determinant for deciding on the media to be
selected. For example if you want to sell an elite product to the elite women, then
magazines like El or Femina would be apt, whereas if your product is targeted to middle
class housewives then magazines like Grihashobha, Saheli etc. could work better. In fact
the media itself demonstrates the kind of target audience it caters to depending
upon the socio-economic and demographic characteristics. The objective of the
media planner is to achieve the best possible matching of media and the market.

15. How does one evaluate media options and media choices?
The effectiveness of a well-designed advertising message depends upon “when” and
“where” it is released. These are “time and “place” decisions. In short, the success of
advertising depends upon the right selection of media, the timely release of the
advertisement message, its frequency and continuity, and the place of its release. For
the right media planning and selection, the advertiser must know the consumer profile
accurately and the market to be reached i.e. the target market. The more detailed and
specific the target market data available on geography, age group, sex, income, attitudes,
interests etc. the more appropriate the media selection would be. However, the available
advertising budget is also an important guide to the media selection.
The second significant step is to understand the nature of the message, so as to help in
deciding about the appropriate media to be used. Next, the “reach” and “frequency” are
important factors that play and important role while selecting a media vehicle. Here,
“reach” refers to the number of various people or households exposed to an advertising
schedule during a given time. “Frequency” refers to the number of times an advertising
message reaches the same person or household. The frequency of advertisement exposure
of the target market depends upon the amount of reinforcement of the image required or
the amount of reminding required to have sustaining patronage from the target customers.
The greater the frequency, the greater the probability of the advertisement message
making a deep and lasting impression.
The next important factor to be kept in mind while selecting a media vehicle is “cost per
rating”. Ad agencies frequently provide organizations with estimates of cost per rating
point especially for broadcast media. This is based on an evaluation of the cost of the
commercial time and the percentage of audience. The calculation is done as under:
CPR = Commercial time cost divided Percentage of audience

18. SOURSES OF MEDIA INFORMATION

One of the most important requisites of a media planner s familiarity with media choices
and various sources of media information. Media information is available from sources
within the media itself as well as external sources. Some of the media source books in
the Indian context and other daabase publications often used by media planners include
the following.
 Population Census: Conducted every 10 years, the census probably is the most
broadbased database offering a profile of the Indian people. The census data
provides information about the population size, population strata, age, sex
ratio, literacy level, family size and forms etc. Also provides information
about the various castes and beliefs.

 Annual Economic Survey: This provides an industrial survey; based on SEC

(socio-economic classification), income and occupation, etc.

 India – Yearbook: It provides a holistic view of data on various aspects of

governance, demographics, progress etc.

 INFA:It has detailed information on various newspapers and magazines. The

Indian News and Feature Alliance, known as the INFA yearbook, provides
detailed information on various newspapers and magazines. Information
included the who’s who in marketing, advertising and in the press. It also
contains mechanical date about the size of the population, what kind of
advertising material would be acceptable of the public, circulation and
names of people in the ad department etc

 Audit Bureau of Circulation: It provides advertisers with impartial and authentic

check of circulation statements of members-publications. Dp from vaz

 Indian Newspaper Society Handbook (INS): Syndicated Research do from vaz

National Readership Survey (NRS): The NRS was conducted to to yield reeadership
data.
Indian Readership Survey (IRS):It is a media sourve book that contains information on
readership, media consumption, demographics, product brand usage and ownership.

Statistical Outline of India: It offers meaningful insights into the changing economic
profile of India It is a comprehensive book about Indian Newspapers, which are
members if the INS. INS gives accreditation to advertising agencies on certain terms
and conditions. Only those agencies get credit facilities from the media, which are
accredited to the INS. It also includes information about accredited advertising
agencies and their key people.

Database for Electronic Media: The Doordarshan and All India Radio brings out the
following 2 publicaitons which are frequently used by media planners.
*T.V India
*Radio Handbook
People Meter:This is a device which measures the ratings depensding on the way it is
compiled and the audience who are asked to measure the ratings.
F.M:The listenership data could be used by media planners for reaching this target
segment.
Data on Market Share
Data on Competitors’ Media Expenditure: it gives you a fairly rough idea about the
competitors’ ad. spend.
Government and Industry sources

CBS – Central Broadcasting System (MarketWatch)

CBS (MarketWatch) is a leading multimedia source of financial news and information.
The company’s two largest investors are CBS and Pearson plc, the parent company of
The Financial Times Group. As a leading financial media company, more than 800
stories, briefs and headlines are created each market day by 70+ MarketWatch journalists
in 9 bureaus around the world, providing "the story behind the numbers" online and
offline. In addition to offering top-notch financial reporting and investment tools on its
Web sites, MarketWatch.com licenses a wide array of content and tools in custom-
designed formats for brokerages and other online businesses. The Company also
produces the syndicated CBS MarketWatch Weekend program, airs financial reports
over the CBS Television Network, and provides updates every 30 minutes on the
MarketWatch.com Radio Network

CBS – Central Bureau of Statistics (Palestine)

The main function of the Central Bureau of Statistics is to provide truthful and impartial
official statistics on demographic, social, economic and environmental states and trend to
serve the citizenry, and to serve the instrumental needs of businesses and their
organizations for statistical information on states and trends

24. What is BRS?

Businessmen's Readership Survey (BRS).
BRS provides data on the media habits and business involvement of very senior
business executives who are heads of functions in mid-to-large-size or multi-national
establishments. BRS is a more up market survey conducted via postal questionnaires
as it measures readership, demographics, business-to-business activity, travel,
technology usage and high-ticket purchasing habits among decision-makers.

25. What is MRS?

The Market Research Society is the world's largest professional body for individuals
employed in market research or with an interest in it.
It exists to set and enforce the ethical standards to be observed by research
practitioners, and to provide a framework of qualifications and membership grades
reflecting the education, knowledge and competence required for the effective
conduct of market research.
It has a diverse membership comprising individual researchers covering all levels of
seniority and job functions from within agencies and independent consultancies, as well
as client-side organizations.
19. Discuss the relevance of SEC to media planning
In the early days interviews were conducted within a particular segment to identify the
Target Audience required. At these interviews, the respondents were reluctant to
disclose any information about their income. This made the research far more
complicated, as they weren’t able to identify the proper target audience. So in order to
avoid such circumstances the Socio-Economic Classification was developed by the
Market Research Society of India. This system is based on the occupation and education
of the chief wage earner of the household, so as to create an alternative to the household
income, so far used as the basis of classifying households. The SEC classifies them into
A, B, C, D, and E. A- being the Upper Class and E- being the Lower Class. In order to
know the socio-economic classification of the various segments, one also needs to look at
the Socio-Economic Classification Grid (SEC)-Urban and Rural.

Write a short note on the various types outdoor in media in India & highlight the
introduction of better technology in recent times. Do from vaz
Outdoor advertising:
Historically, it is the oldest form of advertising & remains the most common medium
today even today. Outdoor advertising projects the message to a large number of
people of heterogeneous interests & as such the products that need a wide appeal
news use this method of advtg Outdoor advtg is meant for the moving public &
provides the advantage of reminding people frequently of the products and their
specialties. Thus, it successfully incorporates the advantage of repetition found in good
advertisements.

Kinds of Outdoor Advertising:

Outdoor Advertising may take any of the following:
MURAL ADVTG:
This refers to posters which are often pasted on walls. They being big contain pictures,
etc. advtg for a movie is done in this way. The advertisement on posters is either
lithographed or printed or painted by hand on a sheet of paper & paste it on walls.

ADVERTISING BOARDS:
These are also poster to be kept at certain fixed places especially at points where
people frequently assemble such as bus stops, railway stn. Generally, these boards are
made of metallic sheet enclosed in wooden frame and fixed with a panel having a
specified height at main junctions. In big cities, there are corporations, which provide
space of especially for pasting posters.

VEHICULAR TRANSPORT or TRANSIT ADVTG:

This refers to moving advertisements. The advertisement on moving vehicles such as
buses, trams etc., offer good examples of this type of advtg. Such type of advertisements
may appear on the inside or outside the vehicle. Marketer may use this type of advtg to
attain high exposure to particular groups as commuters on their way to and from work, &
tourists. Repeat exposure is possible in this form of advtg, for majority of people in
India use public transport daily. Transport advtg is very useful in reaching
consumer at a very advantageous point in time, i.e. while they are embarking on a
shopping trip. This method is low cost medium & is considered to b very effective.

ELECTRIC DISPLAYS, NEON SIGNS:

This is the newest & most attractive form of outdoor advtg. It attracts attention easily
and acts as a memoriser even when it is dark all around.

SKY ADVERTISING; (sky writing)

Sky –writing is one of the forms of outdoor advtg. In this form an aeroplane writes the
name of the product or the producer in the sky. Notices & other advertisement
materials such as printed balloons, etc., are dropped from the aeroplane in the sky.
Usually, near the circus tents, a large balloon is floats, from which a board hangs down
depicting the name of the circus.

Outdoor advertising has probably existed since the days of the cave dwellers. Although
outdoor advertising is commonly associated with ever-present billboards, the reality
is that outdoor media covers a broad range of advertising opportunities with varied
reach and selectivity. From aerial advertising to transit advertising, there is a
suitable outdoor medium for most purposes and budgets.
The various kinds of outdoors in India are:
Posters
Billboards
Panel billboards
Illuminated billboards
Kiosk
Neon signs
Banners
Roll on display
Transit advertising- provides a low cost option for reaching a mobile, urban audience. For
e.g., bus exteriors, taxi and rickshaw exteriors, bus and commuter rail interiors and
commuter station posters
Shelter advertising- reaches an audience on the move and therefore has the advantage of
being seen by transit riders, pedestrians and vehicular traffic. E.g. bus shelter
Aerial advertising- appears in open space, somewhat at a good height is known as sky
advertisements or aerial advertisements. For e.g. Sky banners tied to a low flying plane
and helium balloons where the product name appears prominently on the balloon.
Trade shows and fairs- where many producers display their goods for sale
Point-of-purchase- displays are arrangements of signs, banners, and other items within a
shop. The displays draw attention to certain products and are designed to encourage
impulse buying--that is, buying on the spur of the moment.
With a predicted growth rate of 30 per cent per annum, the signage (display) industry
in India is booming, as a larger portion of the advertising budget is being spent on display
and outdoors every year
In the Indian signage industry, the oldest advertising medium has now merged with the
latest technology to offer hi-tech outdoor advertising solutions. To provide a seamless,
enhanced solution from capture to output, to give customers a true “what you see is what
you get” solution. As a result, advanced technology has brought about far-reaching
changes in the industry all over the world.
For effective marketing plans, advertisers are now increasingly looking at innovations in
the display industry (signage industry). Some of the areas that are increasingly being
targeted are exhibitions, shopping malls, POP, sports stadium, supermarkets,
bookstores, restaurants, cinemas, bus shelters, kiosks/lamp post, railway stations
and traffic junction.
This is possible because of newer technologies such as digital printing can create can
create larger pictures than the standard sizes. Two dimensions and 3-D forms are
now used to attract attention. Electronic LED based display and signs-
alphanumerical, roll on display, panel billboards, illuminated billboards, inflatable,
painting on the sides of the trains is used to promote various products and have
opened new markets. This is truly a persuasive medium.

State and discuss the criterion for selecting the media vehicle [reach, frequency, cost
efficiency, CPT, CRP, waste, circulation]
After choosing the message that has to be conveyed, the advertiser’s task is now to
choose the media vehicle to carry it. The media selection is finding the most cost
effective media to deliver the desired number and type of exposures to the Target
Audience. A number of criterion are taken into consideration :

Reach – Reach
The total number of people within the target group, who have been exposed to the
medium/ advertising message at the least once, within a given time period.
the number of different households or persons exposed to a particular media schedule at
least once during a specified time period.

Frequency – the number of times within the specified time period that an average
person or household is exposed to the message.

Cost Per Thousand – CPT is cost to the advertiser for the delivery of a message to
1000 readers/ viewers, etc. it also may be applied to a variety of bases as : cost per
thousand homes, CPT circulation, CPT prospects
. CPM is determined by dividing the television audience into the cost of the schedule
times 1,000.

Cost per Rating point - CRP = Commercial time cost

 Percentage audience

Circulation – the number of physical units carrying the advertising/ number of

copies of a publication distributed.

Waste circulation – advertising in a geographical area where the advertiser has no

distribution for the advertised product. Also that portion of circulation of a medium
which cannot be considered to reach logical prospects for a product because they
are unable to use/ pay for it.

Define the following Flight, Pulsing, and Continuity & Steady Schedule.
Ans. Media Scheduling refers to the programming of media insertions. Media
scheduling strategies must be decided on this stage. The media scheduling strategies
depend on a number of factors such as the nature of the product, the stage of
product life cycle, the advertising objectives, the funds allocated to advertising, etc.

Flighting: The advertiser advertises heavily and constantly for a particular period, say 4
weeks, and then drop the ads altogether (hiatus), for say next 4 weeks, and then again
advertise heavily for a period say 4 weeks. •Achieves greater frequency
•Allows flexibility of timing relative to competition
•Recognises seasonality of brand sale
•Allows alternation between media

Pulsing: Pulsing is similar to flighting, except that the advertiser does not drop ads
altogether, during the second period. The pattern followed is –“heavy advertising,
followed by limited advertising, and then heavy advertising.” •Safest technique
•Costs more
•Suitable for consumer durables

Continuity: •Serves as constant reminder

•Covers the entire buying cycle
•Advantage of bulk buying

It refers to the timing of the ad insertions in the media. For example, the firm
allocate ad budget as follows:
50% in the first two months.
30% in the next four months.
10% in the next three months.
10% in the remaining three months.

Steady: The advertiser spends equal amount every month- a steady, continuing and
ongoing schedule. Very few advertisers resort to this strategy.

6. What is the role of a Media Planner?

Media planner begins with the target audience.
And then has to decide on the media objectives. Media objectives are stated in terms
of reach, frequency, gross rating points, and continuity.
Media planner also has to specify the media types be selected.
And also decide the specific media vehicles. The planner has the responsibility of
selecting the best and most appropriate media for advertising. I.e. cost effective
advertising with maximum utilization of the ad budget.
The media planner allocates the amount of funds to each media type and vehicle.
Planner also prepares the media schedule, which refers to the programming of media
insertions.
The role of a media planner is that of the wife who decided for the family where the
certain amount of money will be spent for the monthly grocery or utility for the house.
Properly framing, adjusting and making a plan to maximize reach and cost effectively
with right medium is the role of the media planner.

7. What is a Media brief and what are its components?

The media brief can be referred to as a checklist for the media planners to help them
prepare a media plan for a client organization. A good media brief should ideally
include the following.

Marketing information checklist: This should reflect the marketing objectives and
proposed strategies, product characteristics, distribution channels, brand category,
expenditure level and ad expenditure of close competitors, ad expenditure on the
brand for the current, previous years and proposed appropriation.

The objectives: The media brief must indicate the objective or objectives the proposed
advertising is trying to accomplish. This must clearly indicate whether the objective is to
introduce a new product, increase awareness about the existing brand, reinforce the
current position, reposition the current brand, relaunch a declining brand, elicit direct
response, improve or enhance the companies reputation or change the peoples attitudes
towards the company, brand or product category. It would also indicate the source of
business i.e. the target audience profile of the current users, proposed users etc.

Product category information: It is pertinent for the media planner to have thorough
knowledge of the product category and the positioning of the brand being handled. This
helps in assessing the strengths and weaknesses of the brand and also helps in setting
achievable targets. The information deals with the following broad areas—category
definition, competitive brands, market share of various brands, sales volumes of each
brand etc—to determine the scheduling pattern.

Geography/Location: The media brief helps the planner in knowing his media markets.
In other words; if the product is available in only the metros, then the planner will restrict
his media options to those vehicles which reach the target audience in the metros. In case,
however, the product is being launched on an all country basis, the media planner
although keeping in view the hostilic approach will also keep in mind the consumption
pattern in various geographical locations for giving relative weightage to work areas,
where the product usage is more. Besides this he will also keep in view the brand
development index, sales volume and local market problems and opportunities.

Seasonality/Timing: Information regarding seasonality of the product is an important

consideration for the media planner. In the Indian context where there are extreme
climates in different parts of the country at the same time, some products are season
specific. The sale of woolen products is always there in the hilly regions especially,
Himachal Pradesh and higher reaches of Utter Pradesh, while in southern India, except
probably in some parts of Karnataka, woolen products are generally not available. The
North experiences severe cold for some months, hence one sees a spurt in advertising
Besides, the planner should keep track of the sales patterns, influence factors such as
festivals, holidays and the weather, spending considerations, specific sales promotions
drive and cl0.ient mandated spending constraint, etc.

Target Audience: A profile of those who buy the existing product category as also
those who buy competitive brands is a very important consideration for the media
planner. Buying habits must also include information about buying cycles, purchase
points, frequency of purchase, etc. this helps the planner to know the consumer
characteristics by category, brand and competitor; demographics—age, income,
education, occupation and motivation; special market segmentations like doctors,
architects, children, etc. As also media usage data for heavy users, light users of various
media vehicles.

COMPONENTS OF MEDIA PLANNING:

Ad agencies charge plenty to create a media plan, but guess what? Media planning is
where most of their entry-level employees start out. What does that say? That media
planning is not hard to learn. A media plan has five components that funnel down from
broad considerations to specific tactical statements.
Background
Statement of objectives
Target market definition
Media mix
Scheduling considerations
While your plan will likely be less formal than one prepared by an ad agency, to be
successful it must touch on each of these components.
Review your overall marketing plan and communication objectives. Ground your
decisions in the context of known weaknesses and strengths, threats and opportunities.
Consider what you know about your customers. Describe their demographic makeup,
their geographic distribution and their purchase behavior.
State your objectives in specific terms. How many people would you like your message
to reach? How often do they need to be exposed to it for the message to sink in? How
long will the campaign last? How much can you afford to spend? You need to quantify
your goals.
What are the elements of Media Planning?
To develop an effective media strategy, media planners use the four M’s of the media
mix- markets, money, media and methodology.

MARKETS: the various targets for communication, business, trade or consumer,

geographic emphasis, segmentation considerations As an element of the media mix,
marketers refer to the various possible targets of a media plan. The media plan may have
to reach both trade and consumer audiences, global, national or regional audiences; and
certain ethnic or socio-economic groups.

MONEY:
How budget will get allotted between media, geographic regions, and target audiences
how much for print media, how much in T.V, how much to each geographic area. The
media planner recommends spending, using a combination of marketing savvy and
analytical skill.

.
MEDIA:
Integrates all media options, classes, subclasses, vehicles etc including publicity, sales
promotion, and direct marketing collateral.

METHODOLOGY:
Includes mechanical considerations (size of the time or space units, colors/W position in
the medium, etc) and the overall scheduling strategy to achieve the reach, frequency and
continuity objectives. Here again the media planners face a host of options and trade-offs
within a limited budget.

MEDIA:
Media includes all communication vehicles available to a marketer, including broad
media classes and subclasses such as radio, T.V, newspaper, magazine, outdoor, direct
mail, as well as various supplementary media and ancillary activities such as sales
promotion, direct marketing, public relations and publicity, special events, collateral
materials. Media planners should encourage company’s to integrate all their marketing
communication. They should look at the media element, not just analytically, but
creatively to achieve the company’s objectives.

9. What is the basis of costing for advertising in a newspaper?

A) Advertising rates are more stable for print media than broadcast media largely
because print media can adjust the number of advertising pages on an issue-to-issue
basis while broadcast media have a fixed amount of daily programming hours.
Thus, demand by advertisers has a stronger impact on the rates for broadcast time.
Newspaper space is usually sold according to rate cards; buyers of large volumes get
discounted Media buyers are professionals who are knowledgeable in estimating
media costs and skillful in negotiating rates. Some may offer added values such as
combination rates, merchandising, and event marketing.
Historically, newspapers have been printed in two sizes: tabloid (10 inches by 14) and
standard or broadsheet (22 inches by 14 inches). Today, the terms are still in use, even
though the actual measurements still may vary from paper to paper. In recent years,
many standard papers have switched from eight to six columns on a page for news
copy. Ad rates in the same papers however may still be based on the eight-or-nine
column format. Thus causing newspaper formats. The solution is the Standard
Advertising Unit (SAU) System that consists of 25 individuals advertising sizes that
can be accepted by all broadsheet newspaper regardless of their format or size, plus
5 alternative sizes. Within theses sizes are 16 units that also meet the needs of a tabloid
newspapers. By using this system an advertiser can prepare one advertisement in a
particular size or SAU and place it successfully in various papers regardless of the
format. Since the Expanded Standard Advertising Unit System was adopted back in
1984, it is now easier to buy advertising space in newspapers. Advertising is sold by
column and inch, instead of just line rates. You can determine the size ad you want
just by looking in the newspaper in which you want to advertise. If you can’t locate
an ad that’s the size you want, just measure the columns across and the inches
down. For example, an ad that measures 3 columns across and 7 inches down would
be a 21inch ad.
The SAU system has been so widely accepted that the next step, Newspaper Advertising
Unit, has been proposed. If adopted the standard broadsheet paper page would be 13
inches, would consists of six columns for advertising purposes, and would use a unit of
measure based on inches rather than agate lines. The proposed Newspaper Advertising
Unit system will simplify further the placement of national advertising.
Every publication based on its popularity puts forth its charges on advertising in the
paper; it is measured according to per cubic cm. The rates differ for black and white,
colour, gloss newsprint and standard newsprint. The ad slots are also perishable.

10. What are the basis of cost of Advertising in Television?

PRICING
How much will it cost? Well, the price DEPENDS on the product category, the
frequency of delivery, whether TV commercials or press ads and whether Indian or
international –or both. The preferred format also influences the price (VHS costs
somewhat more, for instance). Some examples:

LOW INTENSITY: A weekly service to supply Indian TVCs for Fruit Drink (about
12 TVCs per year) would be priced at approx Rs 4,500 annually.
MEDIUM INTENSITY: Indian TVCs for Hair Oil every week would be priced at
roughly Rs 22,000 annually (approx 80 TVCs per year).
HIGH INTENSITY: At the high end, the annual subscription for a weekly service in
a heavily advertised category like Skin Care (about 250 Indian TV commercials per
year) would be roughly Rs 35,000.

Some imp terms to be kept in mind while determinning the cost of basis
ofadvertisements in Television
Target Audience-That portion of the television audience seen by the advertiser to be
the most likely to purchase the product. For example, women 18-34; men 25-54

Rating-The audience of a particular TV program or station at a particular time

expressed as a percent of the audience population. The percent sign is not shown,
and the rating may represent household viewing or a specific demographic audience
segment’s viewing.

Cost-Per-Point (CPP)-The cost of a television schedule to reach one rating point

(one percent) of the specified target audience. CPP is determined by multiplying the
CPM by the target audience, divided by 100,000.

Share-The audience of a particular television program or station time period

expressed as a percent of the population viewing TV at that particular time. Share is
usually reported on a household basis

DMA (Designated Market Area)-An exclusive geographic area of counties in which

the home market television stations hold a dominance of total hours viewed. DMA is
an A.C. Nielsen Company term. Our DMA is titled Johnstown-Altoona and includes
the following counties: Bedford, Blair, Cambria, Cameron, Centre, Clearfield, Elk,
Forest, Huntingdon, Jefferson, and Somerset.Metro Area-Central area of the
market. Usually corresponds to the government’s PMSA (Primary Market
Statistical Area), which is the most densely populated and the trading area for many
local advertisers. Our metro area includes Blair, Cambria, Centre, and Somerset
countiesUniverse-All homes on a market, also known as households or
demographically defined group such as persons ages 25-54 or women ages 18-34.

Home Using television (HUT)-The percentage of all TV households in the survey

area with one or more sets in use during a specific time period. HUT differs from
rating because it combines all viewing, rather than identifying specific program
viewing.

CUME-New, unduplicated number of homes or people reached by a television

advertising schedule over a specific period of time.

Dayparts-Times of telecast; generally morning (5AM-9AM), daytime

(9AM-4PM), early fringe(4PM-6PM) early news (5PM-7PM), prime access(7PM-
8PM),
primetime(8PM-11PM, Sunday 7PM-11PM) and late news (11PM-1135PM), late
fringe(1135PM-2AM).

Schedule-Time of day and dates of an advertiser’s commercials, or a station’s or

networks programs, are planned to run.

11. Basis of cost of advertising in magazines?

Rate Base The publisher-provided assumption of circulation performance. (Also
referred to as the circulation guarantee.)
Analyzed Non-Paid Circulation Copies of a publication that are distributed free of
charge to defined recipients, or are available for pickup at designated locations.
Association "Qualified" association is defined as an association, society or parent
corporation that must meet postal and federal or state tax rules as a "nonprofit
entity" and governed by a Board of Directors who serve on a voluntary basis.
Association subscription Subscription received as part of a membership in an
association.
Audit Examination of a publisher's records and corroborative data to check for
correctness in the Publisher's Statements covering the period audited.
Audit Report Official document issued by the Audit Bureau of Circulations,
detailing its findings as the result of a third-party verification.
Average annualized price. The average price of individual subscriptions sold in a
12-month period - presented in a manner reflecting a one-year subscription.
Reporting of net average price is mandatory on the Publisher's Statement. Average
paid (or average analyzed non-paid)Circulation calculated by dividing the total
circulation of all the issues during the period being reported by the total number of
issues.Back copies An issue of a publication is considered to be a back copy
immediately upon the appearance for sale of the next issue.
Blue Book A semiannual volume of released ABC Publisher's Statements.
Bulk salesSee public place/sponsored copies. Club/membership Members
in a group or organization which is organized for a common purpose and the
organization does notmeet the definition of an association.
Club/membership subscriptions Subscriptions received as part of membership
in a club. Collection stimulant An inducement used to stimulate prompt
payment after the subscription order has been received by the
publisher. (See "premium.")
Combination saleSubscriptions of two or more different publications sold at a
special reduced combination price. Cost per thousand (CPM) A figure used in
comparing and evaluating the relative cost efficiency of the media vehicle; the
advertising cost of reaching 1,000 readers. For example:ABC magazine's page four-
color (4C) cost is $30,000. It reaches 1,000,000 men, ages 35 - 44. The CPM for men
35 - 44 would be $30,000/1,000,000 = $30.
Coverage The percentage of a population group reached by a magazine.
Credit subscription A subscription that is purchased on a deferred payment basis.
Deductible from dues Subscriptions to members of an association, club or
partnership sale which allows its members to deduct the subscription price from
their dues or contribution if they do not wish to receive the publication. Delivered
with host productsMagazines that act as inserts to another publication. Direct
request A subscription requested by the individual(s) receiving the publication.
Distribution The total number of
copies distributed per issue whether paid, analyzed non-paid or unpaid. Distributor
A general term applied to carriers, dealers, street vendors and all others who sell
publications. (See "wholesalers.")Draw The number of copies of a publication
delivered to dealers, carriers or other outlets for single-copy sales.Edition Each
version of the same issue of a magazine in which the editorial and/or advertising
content varies by region, demographics and/or metro area. Expiration End of
period for which subscription was paid. Extension Extending of a subscription
beyond its original date, due to lowered subscription price or reduced frequency of
issue. Field served The publisher's description of the market(s) or occupation(s) to
whose interest the publication's editorial content is
directed. Frequency The period issuance of an Advertising Rate
BaseThe publisher-provided assumption of circulation performance. (Also
referred to as the circulation guarantee.) Fulfillment Procedures involved in
delivering copies of a publication to recipients. Galley A list of all subscribers to a
publication.
Gift subscriptions Subscriptions paid for by one other than the recipient, used as a
gift and not to promote the interest of the donor. Group subscriptions
Subscriptions sold in quantities to corporations, institutions or individuals for
employees, subsidiary companies or branch offices under special conditions
specified in ABC rules. Individual recipient This is defined by the publisher and
identifies those people qualified to receive a magazine on an analyzed non-paid
basis.
Loyalty programs The purpose of these programs is to build brand loyalty and
increase sales volume of discretionary goods and services. There are qualification
standards for reporting magazine sales as paid circulation when the "currency"
used for remittance is award/loyalty points. Market coverage Magazine copies
where the delivery area and addresses are known, but are not necessarily addressed
by name; or where consecutive issue service requirements cannot be continued.
Newsdealer A merchant with a fixed place of doing business who buys publications
to sell again at retail. Nondeductible from dues Subscriptions to an association's or
club's publication in which the subscription price is automatically part of dues -
regardless of whether or not the member wishes to receive the publication. Non-paid
magazine circulation Analyzed:Non-paid circulation that meets the publisher's
definition of individual recipient, and is subject to audit by ABC. Non-
analyzed:Non-paid circulation that does not meet publisher's
definition of individual recipient. Non-paid direct request Copies of a publication
served to recipients who do not pay for them but receive copies, upon written or
telephone request, because they meet the publisher's definition of individual
recipient. Nonreturnable Not subject to credit on being returned. A sales plan in
which dealers or other distributors purchase their copies with the understanding
that they must pay for all copies whether they sell them or not. Paid subscription A
subscription paid
in accordance with rules defining a paid subscriber. (Refer to page 2.)
Post-expiration copies Formerly known as "arrears," these copies are sent to
subscribers up to three months after expiration and are served consecutively. These
copies may be included in paid circulation.
Premium Anything offered to a potential or renewing subscriber, either free or at a
price, to induce a subscription order. Public place/sponsored copies Formerly
known as "bulk," these are quantity sales of copies of a single issue or subscription
of 11 or more, which target the professional or business interests of the purchaser.
Publisher's Interim Statement Statement of circulation data made to ABC at the
publisher's option and
issued unaudited but subject to audit by ABC. Publisher's StatementsStatement of
circulation claims made to ABC by a publisher member and issued unaudited but
subject to audit by ABC. For magazines, they cover the six-month periods ended
June 30 and December 31. Magazines with 70 percent or more paid circulation file
on a "pink" Publisher's Statement. Magazines with less than 70 percent paid
circulation or with more than 50 percent paid public place/sponsored copies file on a
"desert sand" Publisher's Statement. Publisher's suggested priceThe price at which
the publication may be purchased by anyone without limitation for a definite
duration. No special, reduced or higher price, no matter how often or how regularly
repeated, even though established through announcement in the masthead or by any
other means, is considered a bona fide publisher's suggested basic price. Rate base
The estimated circulation of a
magazine upon which advertising space rates are based. These may or may not be
guaranteed by the publisher. Readers per copy (RPC) The average number of
readers who read or looked at a publication. Formula:RPC x Circulation
= average issue audience. Renewal A subscription which has been renewed
prior to, at or within a period after expiration, permitted under ABC rules.
Returnable Copies of publications sold to distributors under agreement to take
back unsold issues. Returns Copies left unsold by dealers or other retail outlets.
Short-term subscription Subscriptions secured for less than a year. Single-copy
sales Copies of a magazine sold at newsstands, racks in grocery stores, etc. as
opposed to a subscription. Wholesalers Distributors of newspapers or periodicals to
retailers.

Direct Response:
Direct Response advertising, with its ability to reach prospects with pinpoint
precision, is among the fastest growing media categories. With sophisticated computer-
generated programs, direct response advertisers can accurately reach virtually any
demographic, product-user, or even lifestyle segment.

Pros
Direct response has the ability to target even the most narrowly defined audiences on a
geographical, product-usage, or demographic basis.
Research is an important element of direct response. It allows advertisers instant
feedback to an advertising message using virtually any medium as well as telemarketing,
coupons, and so forth.

Direct response allows advertisers to personalize their messages and thus build a closer
relationship to target audiences than is possible in traditional mass media vehicles.

Cons
High cost per contact is a major problem with many forms of direct response. Expenses
for printing, production and personnel have all increased significantly in recent years.

Prospect lists must be constantly updated at considerable expense to the advertiser.

Direct response, especially direct mail and telemarketing, has an image problem among
many consumers and lacks the credibility of other major media.

Couponing, long one of the fundamental techniques of direct response, is demonstrating a

significant decrease in redemption levels, reducing the impact and tracking of many
direct response campaigns.

Out-Of-Home:
Outdoor advertising is a visual medium intended for brand-name reinforcement. It
also can be effective as a supplement medium in introducing new products and brands.
From the familiar highway billboard to the one-of-kind spectacular to transit advertising,
out-of-home is impossible to ignore.

Pros
Outdoor can reach most of the population in a market with high frequency at a very low
cost per exposure.

It is an excellent means of supplementing other media advertising for product

introduction or building brand name recognition.

With the use of colours and lighting, outdoor is a medium that gains immediate audience
attention.

The outdoor industry has diversified the product categories that use the medium in an
attempt to lose its image as a “beer and cigarette” medium.

Cons
Outdoor is rarely able to communicate detailed sales messages. Copy is usually limited to
seven to ten words.
The impact of outdoor advertising is extremely difficult to measure, making audience
comparisons with other media almost impossible.

Outdoor has been attacked in many communities as a visual pollutant, which has made it
the topic of some controversy and legal restrictions. A few state and local governments
have banned the medium altogether. This negative image may discourage some
advertisers from using outdoors.

Yellow Pages:
The Yellow Pages are excellent reference sources that direct consumers to a
specific company. However, they do little to create demand for a product or service.
Yellow Pages provide an easy means of finding a company once the decision to buy
has been made.

Pros
Yellow Pages are used by a large segment of the population on a regular basis. More than
50% of adults use the Yellow Pages Weekly.
Yellow pages appeal to a self-selected consumer already in the market for a specific
product or service, but still deciding on a particular business from which to
purchase.

Cons
The Yellow Pages offer limited promotional opportunities. They cannot create an
image, build demand or promote a special sale.

Yellow Pages cannot protect an advertiser from clutter. Virtually every major competitor
will be competing for consumer time with your ad.

Yellow pages are inflexible. If a company changes its product line, hours of operation,
prices, or address, it may be months before these adjustments are reflected in the
company’s advertising.

Direct Mail:
Direct Mail marketing involves sending an offer, announcement, reminder, or
other item to a person at a particular address using highly selective mailing lists. Direct
marketers send out Millions of mail pieces each year – letter, flyers, fold outs, and “sales
people with wings”.

It is a popular medium because it permits target market selectivity, can be

personalized, is flexible, and allows early testing and response measurement. Although
the cost per Thousand people reached is higher than with Mass Media. The people
reached are much better prospects.

In constructing an effective direct mail campaign, direct marketers must decide on

their objectives, target markets and prospect, offer element, means of testing the
campaign, and measures of campaign success. There are 3 forms i.e.
Fax Mail.
E-Mail.
Voice-Mail. Place based media: It is the media where you advertise as well assell the
product. e.g. Mots give prepaid card as well as advertiseat that same time same
place.

In store advertising: It is a kind of advertising where you advertise in the store itself
about the products available. e.g. Shoppers Stop, they sell various brands of
different products at the same time they advertise.The recently opened Planet M in
Shoppers Stop is one of its examples.

WHAT IS MEDIA MIX?

Media mix means the advertising strategy encompasses the use of more than one
type of advertising media to get its message across the target audience

1. Write short notes on:

BDI: Brand Development Index
A numerical display indicating the geographic or demographic areas of a product’s
strength or weakness.
CDI: Category Development Index
The same as a brand development index, but using product category sales rather
than product sales.

CPRP: Cost per rating point

The cost per rating point is used to estimate the cost for TV advertising on several
shows.

Cost per rating point = Commercial time cost

Percentage of audience.

SOV: Share of Voice

SOV = brand expenditure

Product category expenditure

i.e. total advertising expenditure for a product/brand divided by the total

expenditure done on advertising in that product category.

Duplication:
Duplication is defined as the number of individuals (or homes) exposed to more than
one of the media in a media mix.
Cumulative Reach:
This refers to the total number of people exposed to all the forms of advertising used
in a single campaign.

23. How are Target Audiences defined?

As a result of the baseline research you will have conducted in the marketplace, the
audiences that you must reach to affect change become clear. A "target" audience is a
group of people who have common identifying characteristic. A target audience is
the group of people the communicator wants to reach with a message. They can be
grouped in any number of ways; some of the most common are by
Demographics: level of education, geographic location, occupation, number of people in
household, type of household, owner or renter, income, age, marital status, etc.
Psychographics: A term identifying personality characteristics and attitudes that affect a
person’s lifestyle and purchasing behaviour.

26. Explain the TV channel scenario in India with respect to programme,

performance of TV plan, geography and group companies.
The milestone that changed the Indian media scene completely was the coming of
television. The overall impact of media inflation and fragmentation is cushioned by a
rapidly increasing base of TV homes – from 28 million households in 1990 to over 28
million today. With the explosion of channels and the proposed additional channels, DD
has lost its monopoly over the electronic broadcast. The media cost of late has gone up.
On TV, the cost of sponsoring a Hindi feature film on Saturdays has gone up from
Rs 1,12,500 for 10 seconds to anything between Rs 1,60,000 and Rs 2,50,000
depending upon the film.
TV audiences are put into slots of heavy viewers, medium viewers and light viewers.
In 4000 plus groups, the heavy viewing is dropping and light viewing is increasing.
To reach these light viewers we need many more commercial spots. The result of
this push and pull will be that, higher the demand rate for a television programme,
the higher will be the tariff, till the demand starts declining, in a multi – channel
scenario average CPT of all channels will tend o be similar but the average it self
will keep on rising. Therefore, all television channels will be more client friendly
particularly when it is in own pecuniary interest.

27. What is the difference between readership of a publication v/s its circulation?
Readership of a publication: it is the readership of a particular newspaper. i.e. the
number of people by whom the newspaper is read every day. E.g. Times of India is
taken by a family, which consists of 6 people. Out of these members only 3 people
actually read the newspaper. Then these 3 people of the family will become the part of
the readership of the publication.
Circulation: it is the number of copies that are circulated in a particular area,
irrespective of its readership.

28. Write short notes on the sources of Media research in India (any 2) ABC, NRS,
IMRB (TAM), MAP, ADMON.
ABC - supports the newspaper publisher, magazine publisher, advertisers and advertising
agencies. ABC provides advertiser with impartial and authentic check of circulation
statements of member publications.
NRS – brought first in the 1971, was conducted to yield readership data instead of
circulation data. It aims to provide information that ca be used for buying and selling of
advertising space in the print media and to provide media users with data on comparative
levels vis-a-vis TV/radio, cinema and video.
ADMON – or advertising monitoring, is proprietary in nature and aims at
supervising and monitoring television to gauge how various brands are advertised.
The research also covers the current opinions and further trends. It also covers
Share of voice and Share of expenditure of advertisers.

2 What are the various stages of media planning process?

The first stage in media planning is the collection of useful information about the
people or the market to be reached through advertising. The more detailed and
specific the target market data available on geography, age group, sex, income, attitude,
interest, etc, the more appropriate the media selection would be. However, it is well
understood that the available advertising budget is an important guide to the media
selection. The task is to select medium a medium most suited to the target market at a
given budget cost.
The second significant step in media planning process is to decide upon the nature of
message to be conveyed to the target market. However, this decisions necessarily
follows a thought understanding of consumer profile. The message is decided in light of
the aspect of consumer behavior or motivation, which is intended to be influenced.
Having gathered this significant information the next logical step is to search for an ideal
match of the audience characteristics of media with next target market profile and, for
the perfect adaptability of the message (copy) requirement with the media.
Reach is expressed in terms of the number of households or individuals reached by a
given medium over a period of time. This is usually expressed in terms of per cent of
totally households or individuals in the target market. Sometimes there is a duplication;
that is the target audience may be reached by two media. NRS provides information
about published material whereas several other conducted studies may provide the reach
per cent of the media.
Frequency
Frequency refers to the average number ofa given of time. The frequency of
advertisement exposure of the target market depends upon the amount of reinforcement
of the image required or the amount of reminding require to have sustaining patronage
from the target customer. The greater the frequency, the greater the probability of the
advertisements message making a deep and lasting impression.
Cost
It is most important factor to consider because every advertiser has limited budget and in
that limited budget he has to achieves optimum results. Advertiser has to select that the
media mix which will lead to achieve advertising objectives with the balance of its
advertising budget.
Competitors advertising media:
The media selected by the competitors have a strong influence on our advertising media
selection. Though there is no matching between the competitor’s media and advertising
and our every advertiser promote its product in its own way. Nonetheless, it is available
to access the competitor’s strategy and the choice of media.
Consumers and target market
For getting the optimum result from the advertising it is important that the message
should reach as many potential buyers as possible. The advertiser has also to see the
geographic distribution of the product. If the product is distributed locally than there is no
use to choosing national medium.
The product
Type and utility would decide the medium on which the product is to be advertised. For
e.g. if the product requires demonstration of utility than a television commercial would be
more suitable for industrial products and consumer products provides much information
suited to the print medium. Advertising objectives: At different points of time and in
different stages of the product life cycle the advertising objectives are different. A
Company that wants to build up its image may to advertise in prestigious magazines,
which are ready by the people who think objectively. With the persuasion objective, the
selection of media would be different e.g. broadcast as well as print with different type of
understanding.
In media buying what is the A.O.R and what is it’s function? Is it also responsible for in
media planning?
3. In Media Buying what is the AOR?
In Media buying the AOR or Agency of Record is an independent media buying
company or advertising agency, which purchases media on behalf of another agency
or group of agencies serving the same advertiser..
Functions Of The Agency of Record
The AOR is appointed by a client to purchase and schedule media time and or
space. It is responsible for media placement and billing for multi-brand advertisers
using more than one agency. It coordinates an advertiser's promotion of several
products handled by more than a single agency. The AOR should develop expertise
in direct response alongside branding.
Research
Account Planning
Market Research
Business Analytics
Media Planning
Strategic
Tactical
Media mix (a planner for traditional and interactive)
Media Buying
Print
Broadcast
Out-of-Home/Guerilla Marketing
Interactive
Sales Promotion
Couponing
Contests/Sweepstakes
In-Store Media Guerrilla Marketing
Account Management
Internal Agency Project Management
Client Coordination

Is it also responsible for in media planning?

AOR also holds significance in Media Planning. In the past few years, the media
planning function has moved toward the independents, a development that really marks
the coming-of-age of the independent media operation. For the longest time the creative
agencies held on to media planning with the argument that media planning needed to be
partnered with the creative group for true strategic innovation to happen. Since the largest
percentage of the advertising agency budget goes into media (85% for traditional and
70% for interactive), it stands to reason that the new media agency should become the
"agency of record" for all media.
The need to advertise at optimum level of spends is becoming critical. Advertisers are
forced to commit a much higher ad spend than they can actually afford. Understanding
the intricate science of determining the level of media presence required against a sales or
market share objective is becoming an art. In this scenario, clients are now looking for
specialists who can help them plan their media spends in the most optimum way as well
as buy at the best possible rates for them without compromising in any way. They are
looking upon a media agency as a partner that will respond to their marketing objectives
with accountability and an agency that has a hand-picked staff of top professionals so that
clients get what they need on time at the best value for them. It looks for in a media
planning agency — an AOR — to consolidate its Direct-to-Consumer advertising, media
buying and planning, including Internet buys, with one agency.

34. What’s the difference between the role of Dailies and Magazines in Print
Campaigns?

The difference between the roles of dailies and magazines in print campaigns

a) Newspapers have to appeal to all kinds of people in a particular region or

community. Newspapers seek to inform the masses of the latest news that happens in
the last 24 hours. This is an effective medium as it reaches out to the masses daily. Well-
planned newspaper ad’s are very effective in locating new customers, buying in
market and supporting.
b) Magazines appeal to particular kinds of people in all the regions or communities.
Magazines seek to inform, persuade and entertain their audiences. Since magazines
do not appear daily their articles or features are researched in-depth. It is very effective
in case of technical goods. It also has the goodwill of the publication to support.

a) Newspapers advertising have a very short life. Newspapers are published daily and so
you get day-by-day updates of the news as it breaks. And is preferable when
advertisers are seeking so launch or introduce a product to the general masses.
b) Magazine advertising has a longer life, as they are weekly, fortnightly, monthly and
even longer. Magazines life is associated with the frequency of the issues and whether it
is used for reference. It is a slick four colour, strong glossy paged print.

a) Newspapers are primarily a local medium.

Newspapers differ city to city and are published with the local audience in mind.
Advertisers whose target audience is the general masses of a specific area find that
newspapers are a fairly inexpensive proposition.
EXAMPLE: Local jewelry shops like Popley &Sons etc.
b) Magazines are a national medium.
Magazines have specific target audience who do not necessarily live within the same
geographic area.
EXAMPLE: Readers of National Geographic may live in different cities all over the
world but they share the same love for photography so advertisements of lenses, film,
cameras etc can be advertised here.

a) Newspapers readership is general.

Newspapers are read by the general public and do not have a specific target audience.
Public service advertising, government advertising, which seeks to inform the masses
and make them aware of a certain situation, will reach their target audience quickly and
effectively through this medium.
b) Magazines have a specific readership interest.
Magazines generally have a specific target audience as they focus their attention on a
particular area of expertise. Advertisers wanting to advertise for sports products – sports
equipment, clothing, adventure treks, white water rafting, mountain climbing etc can
advertise to reach their target audience.
EXAMPLE: Sport Illustrated is a sports magazine whose readership audience are avid
sports fans.

35. How is Radio as a medium structured with respect to Primary Channel, Vividh
Bharathi and now FM?
Programmes on AIR are designed to provide information, education and wholesome
entertainment for the benefit of large sections of society. The stations air programmes
ranging from the conventional local, national and international news bulletins to
informative talk shows and interviews. Radio dramas, features and documentaries figure
in both the general and specific targeted programmes. AIR programmes also include
educating and informing rural listeners and industrial workers, addressing women’s
issues, sports updates and relays, youth based programmes and interactive broadcasts.

Primary Channel
The Primary channel stations are divided into five main groups. Sponsorships on these
channels are accepted in rural programmes, women's programmes, film and light music
(Indian and Western); including listeners' choice, plays and other popular programmes.

Vividh Bharati and Commercial Service

At present there are 36 Vividh Bharati and Commercial Broadcasting Stations operating
in the country, which provide entertainment for over 14 Hrs. a day. Sixty per cent of the
time is devoted to film music and the rest is earmarked for devotional music, light music
and other verbal programmes.
Three short wave transmitters, one each at Madras, Mumbai and Guwahati, carry the
Vividh Bharati Service without the commercials.

FM Service
FM Service is available at All India Radio Stations in Delhi, Mumbai, Calcutta, Madras
and Panaji with time slots allocated to private parties for broadcasting programmes. The
content is mainly popular Indian and Western music presented in a vivacious and
contemporary style and therefore highly popular among the urban youth.

Besides reaching a varied audience, advertising on AIR is inexpensive. It costs less than
Rs.500 to send a message to millions nation-wide. Ad spots are available in the following
slots:

Advertising
Ads before, after and in between News Bulletins (Hindi/English/Regional languages)
For Women's Programmes
For Rural/Farming programmes
Light/Folk Music, Western Pop shows & Plays
For Film Music/Listener's Choice

Sponsorship
Film music programme
Rural/Farming educational programmes
Light/Folk Music, Western Pop & Plays
Sponsored film songs
Film sponsored Film songs
In case of co-sponsors, each sponsor is permitted a duration of 15mins.

Media planning is the process of designing a course of action, that shows how
advertising time and space can be used, to contribute to the achievement of
marketing objectives.
It translates into finding the most cost-effective method of utilising a given budget,
to reach a desired number of people, with a certain frequency,
frequency, within a given period
of time.

Principle-Media
Principle-Media Planning must evolve from and be entirely synergistic with
marketing objectives.

Media planning must conform to the following

–Marketing objectives
–Product characteristics and consumption patterns
–Distribution patterns
–Promotion & Merchandising strategies
–Competitive advertising activity
–Budgetary constraints
–Creative execution

Opportunities To See - O.T.S

Gross O.T.S
The total number of exposures generated by the advertising. (Equal to the sum of
products of reach and frequency of each media vehicle)

Average O.T.S
The average number of times an individual from the Target Group is exposed to an
advertising message, in a given period.

Cumulative Readership
It is the additional number of readers that a publication gathers as the number of
issues increases.

Readership Dispersion
It is the break-up of readership of a publication in various markets (states or towns)

Gross Rating Points (GRP)

It is the sum of products of the percentage reach and the frequency of advertising
across a set of media options

Example :
T.V. prog. % rating No. of spots G.R.P’s
Kyunki ... 12.3 4 49.2
Heena 6.8 3 20.4
69.6

EFFECTIVE REACH
For an ad to register/ be effective, an individual needs to see it more than once.
Although the ideal number of times, is highly subjective, it sometimes becomes
important to count the number of people (within the target group) who are
exposed to a multiple number of ads.
The number of individuals who have been exposed to the advertisements for a pre
-defined number of times.
eg : Those who have been exposed to (seen) the ad at least 3 times or atleast 5
times
Effective O.T.S.
The number of exposures required to generate a
 pre - defined minimum level of awareness.

The Audit Bureau of Circulation

Type : Certification of circulation

Frequency : Every six months
Universe : More than 250 publications\ editions
Conducted by:
by: The Audit Bureau of Circulations
(A.B.C)
The Audit Bureau of Circulation
Utility
Comparison of circulation of various publications
Area - wise (state/district/town) dispersion
Growth / Decline of trend analysis
Limitations
Not undertaken for non - ABC members
Stringent / outdated procedures of audit
Limited analytical software
Inconsistency of publication universe

The National Readership Survey - NRS - 2001

Type : A one - time (static) readership
measurement study.
Frequency : Once every six months, of late.
Universe : Urban adults, above 15 years of age
from all income strata.
Sample size : > 2,50,000
Spread : All India
Conducted by:
by: A.C.Neilsen, IMRB & MODE
Time Period : Feb’2001 - Apr’2001

The Indian Readership Survey - IRS’2001

Type : A rolling (dynamic) readership
measurement study mainly.
Frequency : Every six months with 50%
fresh sample.
Universe : Urban and rural, individuals above
12 years of age from all income strata.
Sample size : > 1,75,000 > 1,10,000 (urban)
> 65,000 (rural)
Spread : All India
Conducted by: by: ORG - MARG
Time Period : Jan 2001 - Dec 2001
PRINT DATABASES
Readership studies (NRS / IRS )
Utility
TG R’ship of 500 plus publications
Other media exposure
Co - relation of readership with product usership/ ownership
Final evaluation of press plans
Limitations
Does not include proper rural sample and individuals below 15 /12 years
Danger of obsolescence/ inaccuracy (particularly product usership data for
FMCG’s)
Based on familiarity with mast head.
Cumulative readership data unrealistic
TELEVISION VIEWERSHIP MEASUREMENT
PEOPLEMETER
Set top unit
Records Channel the TV set is tuned to at any point in time
Individuals (in the household) ‘press’ a pre - assigned button to enter
commencement of viewing and ‘press’ the button when they stop viewing. Some
provision for visitors to enter information
Based on above minute by minute or second by second individual viewership ratings
can be computed
TECHNOLOGY
People meter – A devise connected to the TV set
With eight/ten buttons on it – one each for individuals in the HH
Pre-programmed at the time of installation for channel identification based on
electronic frequency at which different channels are being received on the TV set
in the respondent HH
Electronically stores the numbers of viewers (whose buttons are on)
Electronically records the channel that is playing on the TV set and therefore
captures surfing
THE PEOPLEMETER BASED TRP REPORTS
Basically, a peoplemeter is an electronic device placed inside / outside a television set
and it constantly measures viewership of channels and programmes on the TV
set.
It is far more accurate as compared to the Diary - based system where people had to
actually sit and fill in a dairy.
Gives data at a constant level - minute to minute, something which was impossible in
the Diary system.
THE PEOPLEMETER BASED TRP REPORTS
The only limiting factor is that the sample sizes in India as of now are small because
of financial constraints
The peoplemeter based TRP reports as of now provide data for 35 centres
ADVANTAGES
Captures the dynamics of the medium and reflects fluctuation in viewership on
account of events, etc.
Considered much more accurate than the previous diary based measurement system
Makes it possible to calculate second-by-second viewership
Can therefore also generate numbers of viewers who “watched” any advertisement
Captures quality (stability) of viewership – Also measures audience flow
DRAWBACKS
Still relies a little on manual effort (of switching the button on/off)
Cannot capture changes made by the cable operator
Cannot accurately capture viewership of cable networks

THE DAIRY BASED TRP REPORTS

The method is not very accurate
Relies on human memory
Therefore popular programmes tend to get slightly over rated while ‘not-so-
popular’ programmes tend to get under rated
Currently the Diary system covers 9 centres
Bombay, Delhi, Calcutta, Madras, Bangalore, Hyderabad, Kanpur,
Trivandrum and Ahmedabad
SALIENT FEATURES OF PEOPLEMETERS
Can handle unique Indian Cable and Satellite redistribution environment
- Cable operator shifting of channel / station
- Cable operator timesharing of stations
Non invasive
Designed for Indian Power Conditions
Upgradable to 99 channels / future Cable and satellite environment e.g. pay TV.
SALIENT FEATURES OF PEOPLEMETERS
Built on a computer platform which enables changes via software at the household
itself
Designed for large households upto 16
Visitor count and demographics
Adaptable to community TV viewing situations
Programme Appreciation / Evaluation - exclusive to media
CALCULATION OF TRP
THE DAIRY METHOD
Suppose there are 150 Dairy HH’s in Nagpur
30 people indicate in the dairy that they watched Rangoli
Therefore the TRP for Rangoli ( 30 / 150 ) x 100 = 20
100 people indicate that they watched the Friday Hindi Film
Therefore the TRP for the Hindi film (100 / 150) x 100 = 66.6
CALCULATION OF TRP
THE PEOPLEMETER METHOD
Universe : 10 people ( A,B,C,D,E,F,G,H,I,J)
Programme : Amanat Telecast at 8.30 - 9.00 pm
Duration : 30 minutes
Viewership of Amanat
Viewer Start time End Time Min. Watched
A 8.30 8.40 10
B DNW -
C DNW -
D 8.46 8.50 4
E DNW -
F 8.30 8.35 5
G DNW -
H DNW -
I DNW -
J 8.33 8.58 25
DNW : Did not watch

Media mix
Determination of primary and support media and consequent proportion of budget
allocated to various media.

Media budgets
Determination of the most cost - efficient approach in media.
Scheduling
Selection of pattern - slow build - up v/s rapid build up

MARKET PRIORITISATION Objective

To deploy advertising efforts across the country in proportion to the potential/ past
sales contribution of various markets to the total.

Share of Voice of a brand is the ratio of that brand’s advertising to all advertising in
that product category. SOV can be expressed in terms of GRPs, amount spends, and
total time advertised, etc. but the most meaningful is GRPs

DEFINE BDI:
BDI (Brand Development Index) is defined as the ratio of percentage
of the total all India Brands to the percentage of the total Indian
population in the market

SEC stands for Social Economic Classification of the target audience that could
enable the media planner to know exactly which media should one include in the
media plan to reach the right target audience.

TRP is defined as the sum of rating delivered by a given list of media vehicles These
points were introduced in 1986 to assess the viewer-ship of DD programmes by IMRB.
The TRP survey is conducted in 9 major cities of India. The data are collected on a
weekly basis. The panel consists of 3124 adult members. Each panel records the viewer –
ship of different TV programmes in the diary specially given to them. The data is then
analyzed. One TRP is equal to one per cent of TV audience.
.

GRP’s are the product of reach * frequency and will express the gross duplicated
percentage of audience that will be reached one or more times by the media.
GRP’s are used in 2 basic ways:
To cost out media schedules and
To calculate reach\ frequency. or
The total audience or weight of a specific media schedule is counted by working on
the total number of impressions. However, in media parlance, the introduction is
gauged in gross rating points (GRP).
GRP are used to describe the total message weight of a media schedule, without
regard to audience duplication, over a given period of time.

CPRP is the abbreviation of Cost Per Rating Points.

“One measure of efficiency of a given program or time slot will be the Cost Per Rating
Point.” Or simply put Cost Per Rating Point is the evaluation of the cost of the
commercial time divided by the percentage of the audience.

Advertising agencies provide organizations with estimates of Cost Per Rating Points
especially for Broadcast Media.
It is used to calculate Gross Rating Points which is useful for working out ad
appropriations or analyse media expenditure.
This concept is used to determine advertising weight by evaluating the total number
of Gross Rating Points achieved by the budget.

EXAMPLE: Assume that the cost for a 19 second commercial is Rs.80, 000 on a
network program in television that has a rating of 20%. What’s the cost
Commercial Time cost = Rs.80, 000.
Percentage Of Audience = 20%.
Therefore, Cost Per Rating Points = Commercial Time Cost
Percentage Of Audience

Cost Per Rating Points = 80000 = 4000

20
Thus, one rating point reaching one percent of audience one time on that program will
cost Rs.4, 000.

CBS – Central Bureau of Statistics (Palestine)

The main function of the Central Bureau of Statistics is to provide truthful and impartial
official statistics on demographic, social, economic and environmental states and trend to
serve the citizenry, and to serve the instrumental needs of businesses and their
organizations for statistical information on states and trends.