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Advertising Management Submission – II
Under the Guidance of Prof. Mukul Gupta
Submitted by:Group B7 Aseem Srivastava Jyoti Kumari Abhay Agarwal Abhineet Saxena Ashish Sinha Shilpi Varshney Soumendu Ray 08P074 08P088 08P117 08P236 08P235 08P233 08P239
............Table of Contents Table of Contents......................................................................................................................................................13 Page 2 ...................................................................................... 2 Media Mix.............. 3 Budget Allocation........................................................................................................9 Scheduling Strategies............................................................................................................3 Television Media Channel......................
Product advertising used for offering information to its customers about status of car delivery Print Media . Here newspapers are preferred because of the product-detailing characteristic of the newspapers. Cheapest in terms of Cost per thousand (CPM) Wide reach Page 3 .Product advertising where a combination of its characteristics is being used like information. the rest being used for television and radio advertisement. Television .Objectives In the earlier submissions we have identified the following objectives for the next year • • • • Positioning of TATA Nano to gain mindshare of customers Create Perception of TATA Nano as a safe car Delivery Assurance/Booking cancellation prevention Opening of Future Bookings Media Mix We plan to use the following Alternative types of media channels Television.in” supports this argument.co. The following excerpt from an article in “automonitor. positioning. Radio & Print media. differentiation. We plan to allocate the major portion of our budget for print media advertising. Advantage of advertising in Print media is • • • • In print media we have newspaper and magazines as two primary alternatives.Product advertising used for Brand-Customer connects Budget Allocation The budget which was allocated to us in the first phase of the project was Rs 5 Crores. The ability to carry maximum information (product detailing). connect Radio .
7 mn (highest in India) as per the Indian Readership Survey. Product detailing is one of the most vital parts of automobile communication. ‘The primary role a newspaper plays in the automobile purchase decision process is of product detailing. Besides. For this purpose we selected “Dainik Jagran” which has a readership of 55. newspapers also end immediacy and impact to a campaign due to their wide reach and daily periodicity (Automotive advertising expenditure: Show us the money.co. We plan to use newspaper having the widest circulation. One of the obvious reasons for automobile manufacturers preferring newspapers to magazines and other mediums is the wide reach which newspapers offer. automonitor. is of the opinion that it’s attributive to the product-detailing characteristic of the newspapers. 2008 Round 2.As per another finding. however.in. Kumar. newspapers enjoy a major share in the print media. We will target all the editions as they will give us a wide audience as well as we will be in line with the trends of advertising in non-metro newspapers Page 4 . And this role is unique to this medium – no other medium is as able to perform this role as newspapers. 2005) The following graph shows the rise in print ads. accounting for almost 97 percent of the total ad space.
3132 per sq.e.409. Assuming similar premium is applicable on colour ads. We have a 100% premium on advertising in front page semi-solus. 6264 For a size of 256 this turns out to be = 6264 * 225 = Rs. We decided on a square size of 15*15 sq. On the site. The total cost turns out to be = 1.400 These advertisements will be fortnightly i. = 3132 * [1 + 1(premium for front page)] = Rs. cm.cm for colour ads. 33.Cost of advertising in all editions of Dainik Jagran as per their site is Rs. Premium on advertisement is given for B/W ads and not for colour ads. cm.600 Thus out of our budget of 5 Crores we will spend approximately 67% in advertising in newspaper. So these may help it to get some discounts on these rates. Has already spent a huge amount of money in advertising in print media in recent times (launch of new vehicles Indigo CS and Vista). One thing we didn’t consider in these calculations is that TATA motors Ltd.400*24 = Rs.409. is appearing once every fortnight. 1. Page 5 . cm. The minimum size allowed is 120 sq. cm amounting to 225 sq.825. Thus in a year there will be 24 instances. Thus the cost turns out to be Per sq. cm while the maximum size allowed is 240 sq. These can bring down the costs a little bit..
We will not advertise in auto magazines in India because of much lower circulation. Limited circulation has been responsible for traditional automobile advertising being done in General Interest magazines.000 and Overdrive – 93.000.A small amount of advertisement will be done in magazines. Here we plan to advertise in most popular magazine “Saras Salil” with 84. This is shown by the following graph Page 6 . Auto Car – 176.000. 2008 Round 2 released recently by the Media Research Users Council (MRUC). Auto India – 123.61 lakhs readers and viewers as per the Indian Readership Survey.
8% of our budget.000 = Rs 3. With a fortnightly frequency of publication.500 We will use full page ads.000 244. The print campaign will be mainly focused on Brand promotion which is the second highest type of advertisement for passenger vehicles Page 7 .Cost of advertising in saras salil will be (Delhi press magazines ad rates) SARAS SALIL : National Rate Card (Per Insertion) F/P 4-COL H/P 4-COL 325.900. The total advertisement cost would be = 12 * 325.000 This is 7. The main reason for choosing this magazine was that it has been the largest selling magazine in India for almost a decade and thus will take our message to masses. we will only advertise once every 2 issues.
600 + Rs 3. where it made global news due to the fact that it is an Indian manufacturer building the world's cheapest car and also for the wrong reasons. In real life also this has been replicated as the primary advertising strategy was using print and innovative public relations-driven campaigns.725.825.900. The company also saved on account of not running a television commercial. 37. The total cost for both the print media campaigns comes to a total of = Rs. like the Singur controversy.000 = Rs. 33. as the Nano has become a household name much before its launch.4% of our budget.The reason for Print being the primary media channel is the small budget for the advertising campaign. The company has already got publicity worth over Rs 500 Crore (Rs 5 billion) due to its public relations campaign.The unconventional advertising strategy resulted in huge savings for the company.600 This is 75. The rest of the budget will be divided between Radio and Television. Page 8 .
Television Media Channel The data for TV viewing for major Hindi and English news channel is as follows. We will simultaneously advertise both in the most watched Hindi news channel and English news channel which are “Aaj Tak” and “Times Now” respectively. Page 9 .
The slots could only be bought for a minimum duration of 10 seconds.000 175. Other rates for different slots were as follows.000 225. 19:00 19:30 Yeh Rishta Kya Kehlata Hai .000 280.000th Tata Nano. 280. As we were unable to find the relevant data we took the ad rates of most popular channel (as per TRP) “Star plus”. Ads will be shown in National channels on Prime time mainly to remind the consumers that we deliver our promises. The costliest spot rate for 10 sec slot was between 9-10 pm and was found out to be Rs.000 125. Thus we will have to pay different rates for them.R 19:30 20:00 Burey bhi Hum Bhale Bhi Hum 19:30 20:00 Burey bhi Hum Bhale Bhi Hum 20:00 20:30 Raja Ki Aayegi Baraat 20:30 21:00 Kis Desh Mein Hain Merra Dil 21:00 21:30 Bidaai 21:30 22:00 Yeh Rishta Kya Kehlata Hai 22:00 22:30 Sabki Laadli Bebo 22:30 23:00 Chehra 85.000 136.000.000 280. The ads will run on an hourly basis between 7-11pm.The television advertisement will only be shown on special occasion of Delivery of 100. The campaign will run for a brief period of 5 days.000 102.000 Page 10 .000 221.
000 Total no of slots at hourly intervals between 7-11 pm in a day = 4.000 = 726.000 Total expenditure in Television = Rs 73 lacs approx This is 14. the rates will be = 85.5% of our total budget.Assuming we show ads at start of each slot.260. 7.000+136.000+225. Total no. of days = 5days Cost of advertising = 726. Page 11 .000+280.000*5*2 (as we plan to show on two channels) = Rs.
For advertising on FM radio’s ad rates are (as of 2009) Rs 1. Ads at every half an hour during the 4 hour schedule will amount to 8 slots daily.500-Rs 2. Also Radio Mirchi operates in more than 33 cities.of slots = 40*52 =2080 Advertising cost = 2080 * 2500 (prime time rate) = Rs.3 FM)” will be the chosen station. The prime time to air advertisements will be during the office commuting hours that are between 8-10 in the morning and 5-7 in evening during weekdays that is 5 days a week.” says Jai Lala. “The target audience. through messages on the mobile. including the 6 metros of India. “Companies are constantly looking at various means to reach their target consumers. The following paragraph is taken from an article (TV. “Radio Mirchi (98.” he adds. a media buying agency.Radio Media Channel The radio medium is slowly gaining popularity among the masses and thus has emerged as one of the viable alternative for auto advertisement. Radio Mirchi reaches almost 70% of FM radio listeners in Mumbai and Delhi. 5. general manager at Mindshare.000. digital media and through outdoor media at retail spaces such as malls. multiplexes. Page 12 . Gouri Shah and Ravi Krishnan) in mint. spends a fair amount of time commuting in their car due to traffic jam. FM is chosen as the clarity and quality is much better compared to traditional SW radio.200. especially in metro cities such as Mumbai. print losing out auto ads to new mediums. airports and even on the in-flight entertainment network. For a complete week (only weekdays) this amounts to 5*8 = 40 slots per week Annual No .500 for the 10second ad slot across the industry.
Thus television advertising will be a sort of burst campaign. Continuity – We plan our major expenditure in print media.000th vehicle. 50. Similarly Radio will also follow a continuous strategy. For television we will only advertise on achieving the landmark of producing and delivering. Here a continuous strategy will be used and advertising will be spread evenly over the campaign. duration of exposure and continuity of exposure Duration – Print media campaign will run throughout the year. Television ads will not be duration based but will instead focus on the special event of delivery of 100. Radio ads will also run throughout the year.600 Scheduling Strategies Scheduling strategies involve timing.185. Page 13 .Thus the budget allocations in the form of a pie chart can be represented as Total budget comes out to be = Rs.
Nielsen Page 14 . Our proposed mode to test media planning Evaluating Audience Exposure For print media: • • • Audit Bureau of Circulation (ABC) Simmons-Scarborough(SMRB) Media Mark (MRI) Provide data. while for broadcast.C. • • • Arbitron RADAR A.Media planning test The challenge in selection of media is to reach the target audience by the cheapest medium possible due to limited budget.
Then we shall allocate points to each of these factors. we can use conduct survey to get a score on impact factors mentioned above. (Weighted number of exposure) WE= (Reach) R* (Frequency) F* (Impact) I We can calculate WE index for each medium and then form a report card for the exposures by different media. we may improve our media plan to get the cheapest way to attain desired results. We propose a system in which.Provide audience monitoring. the total crosses the threshold then we can approve the media mix.option source effect Constraints will be • • Costs Vehicles Page 15 . To test the impact of advertisement. We propose a system under which we decide that for the three factors we have to reach a threshold of 100 points. If. under the media we are using. Then using the above technique and not violating the media planning technique. we get an indicator for the cheapest media available as per desired actions/effects. the factors • • • Testing the reach of media as per geography (in various markets) Testing the reach of media in target segment length of exposure of an advertisement using a particular media will all be given importance. Then dividing this index by the cost of advertisement. Existing quantitative techniques that can be used: 1. We can form an objective function to • • • • Maximise GRP Minimise repetition effect Minimise forgetting effect Optimum media. 2. This can be used as a model for media planning.
aspx?id=ratecard&show=Saras+Salil Page 16 .htm http://www.co.com/money/report_the-ideal-media-plan-fornano_1247590 http://audiencemap.com/money/2009/mar/24nano-ad-budget-for-the-nano.com/2007/08/07005952/TV-print-losing-out-auto-ads.in/index.• Frequency References http://www.com/about/adrates.html http://www.html http://www.htm http://www.slideshare.business-standard.womansera.htm http://www.star.com/ http://www6.livemint.exchange4media.com/press/tarrif.com/yesterday/ http://www.net/news/n16416.jagran.indiacar.rediff.dnaindia.net/arjungehlot/trp-ratings-in-july-2009-india http://www.com/india/news/fm-radio-ad-rates-to-fall-by-1015/347961/ http://www.
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