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Integrated Marketing Communications – Media planning perspective

Goa Institute of Management
Rohan Prasher
Long term Associations
Advertiser Funded Programme
Advertising spends in 2019 – 2020
36% TV, 33% Print, , 20% internet, 6% OOH, 4% radio, 1% cinema
What is this graph?
 What’s this ?

TVR
Television Rating
Full form of this ?

SOV
Share of Voice
 What is Media?

◼ Dictionary defines media as

“Communication channels through which news, entertainment,

education, data,or promotional messages are disseminated”
 Where is it?

 In a movie
 Within your favorite serial
 On the cinema screen
 On your LPG/Mobile bills
 In the bus
 Within your favorite cricket match
 On railway / airway / movie tickets
 Inside all malls
 Inside mall washrooms

\
\ Everywhere
 Why is it used?

Advertising is used as a communication tool to achieve marketing objectives.

The primary role of advertising is to get the consumers to react to the message
✓ Create Awareness
✓ Create Intent to purchase
✓ Create a Desire for the product
✓ Induce an Action to purchase the product

The success of advertising depends on the correct use of media

✓ To connect to the end consumer at the right time, right place
and in the most efficient way

\This creates the need for media planning \

 Media Planning

✓ Media Planning, simply defined is:

✓ Optimum utilization of the limited resources(budgets)
✓ To maximize deliverables(audiences)
✓ The function of media planning assumes greater importance when
✓ Budgets are limited
✓ No. of available options are large
✓ Today, the options available to the advertiser are large
✓ Print
✓ Television
✓ Radio
✓ Internet
✓ Outdoor
✓ Point of Purchase etc
✓ Many more
Partners we work with
Measurement Systems
Who is our potential target audience?

Demographics Softer Targeting Options

Gender Psychographics
Age Interest Targeting
Geography Behavioral Targeting
Socio-Economic Strata Lifestyle Based Approach
Data sources we use
• TV viewership, planning and competitive TV usage: BARC

• Competitive spends in traditional medium: Adex

• Print Reach and plan evaluation: IRS

• Digital benchmarking and spends: Similar Web, ComScore

• Audience demographic sizing/Market sizing: IRS

• TG psychographic analysis, medium reach and time spent: TGI

 Television Measurement in India

✓ The research agency that monitors this in India is called

BARC (Broadcast and Research Council of India)
✓ It functions as a third party to the entire Indian Media Industry
✓ It gives information to TV channels, agencies and clients who use
TV as a medium of advertising
 What is a Peoplemeter System?

✓ A Peoplemeter is an electronic device attached to a TV set that automatically records

✓ The time the TV is switched on/off
✓ The channel that the TV is tuned to
✓ Channel change
✓ Peoplemeters report viewing on a continuous basis
✓ They report every minute of the day
✓ A handset is provided to the household by which the members of the household can
register commencement and end of TV viewing
 Using Peoplemeters

Research Company

✓ Research company determines representative sample

✓ “Meters” installed
✓ Individual householder details recorded
✓ Householder “pushes button” when watching.
✓ Recorded as a viewer Handset
✓ Data on-line to research company
 Before we begin

Select a product
 Universe

The Total/Actual number of people in a defined target audience

 Universe

✓Universe can be segmented on the basis of:

✓Status of TV Owned : C&S/Terrestrial
Within C&S – Digital/Analog
✓Geographical Market
✓Age Group
✓SEC (Now NCCS)
✓Gender
 Target Audience

✓The demographic group that has been identified as

the key consumer group for the brand

✓All marketing/advertising activity is concentrated on

reaching/appealing to this group
SEC GRID (Now NCCS)
 Reach

Defined as : The number or % of people who

tuned-in to the programme for at least 1 minute
 Reach

Average number of people who have viewed a particular TV content for at least 1 Min
 Calculating Reach..

Individuals

A B C D
1 Y
Minutes

2 Y Y

3 Y Y

4
5 Y

People who saw the programme for at least 1 minute :

A + B+ D =3
Therefore, Reach=3/4 or 75 %
 Time Spent

✓Amount of time spent by viewers on a programme

/timeband/channel
Time Spent by Viewer (TSV)
 The Basic Concept

No of people who The amount of time

viewed a particular they spent watching
program the program

Reach Time Spent

TVR
 TVR

✓A Time Weighted Figure which also accounts for Time

Spent by a Viewer along with the Reach

Therefore, TVR = 28%

 Average TVR

✓It’s the Mean TVR achieved within a specified period

provided it is for the same Market & for the same TG
Episode No. TVR(%)
1 5.6
2 8.2
3 6.25
4 8.9
 Cost Per Rating Point

✓CPRP (Cost per Rating Point) is the amount an advertiser invests

to achieve a TVR of 1 for a commercial.

✓It is a effectiveness score which evaluates the value of Spots.

Print measurement
 Print measurement

✓Print is measured by IRS and ABC circulation

✓ Any one who sees the mast head of a publication is considered

as a reader of that publication

✓ Print is measured in terms on reach only

✓Currency used is CPT(cost per thousand reached) and not CPRP

 Print measurement

Top Publications All Amritsar Chandigarh Jalandhar Ludhiana Rest of Punjab

('000)
Est. Individuals (000s) 1373 180 107 133 257 696
Punjab Kesari 258 27 7 35 62 128
Dainik Bhaskar 238 54 39 45 35 65
Dainik Jagran 170 19 4 13 51 83
The Tribune 142 17 29 11 22 63
Ajit 128 21 1 7 16 83
Jag Bani 103 16 8 5 74
Hindustan Times 76 9 28 7 9 22
Punjabi Tribune 44 1 2 2 38
The Times Of India 29 4 9 7 9
India Today (Eng) 21 3 7 2 4 5
 Print measurement

Publication Opt 1 Opt 2 Opt 3 Opt 4 Opt 5 Opt 6 Opt 7 Opt 8

Punjab Kesari 1 1 2 2 1
Dainik Bhaskar 1 1 2 1 2
Dainik Jagran 1 1 1 1 1
The Tribune 1 1 1 1 1

Opt 1 Opt 2 Opt 3 Opt 4 Opt 5 Opt 6 Opt 7 Opt 8

Pop 1373 1373 1373 1373 1373 1373 1373 1373
AOTs 1.0 1.0 1.0 1.0 1.2 1.8 1.5 1.5
1+ 19 17 12 10 48 53 51 50
2+ 10 31 21 18
3+ 1 8 5 4
4+ 2 1 1
Reach (000) 660 726 697 685
Cost 1423680 2003520 1731600 1895600
CPT 2157 2759 2483 2675
 Radio

✓RAM measures radio only in 5 metros. Rest it is measured by IRS

Top Station All Amritsar Chandigarh Jalandhar Ludhiana Rest of Punjab
('000)
Est. Individuals (000s) 1373 180 107 133 257 696
Big FM (92.7) 99 7 36 9 9 38
My FM (94.3) 67 9 31 7 19
Radio Mirchi (98.3) 27 11 2 13
AIR FM Rainbow 19 3 5 12
Radio Mantra (91.9) 19 4 4 4 7
Vividh Bharati 15 7 1 6
Radio Dhamaal (106.4) 13 5 8
AIR FM Gold 8 1 4 3
Akashvani 8 1 6
OYE FM (104.8) 6 1 5
AIR FM others 4 1 3
Other FM station 4 1 3
Any FM Listenership 185 18 47 24 19 77
Did not listen to Radio in the last 1
week 80 10 7 14 15 35
Do not listen to Radio 1089 150 48 95 222 573
 Pros and Cons of radio

Local Coverage Only Audio

High frequency can be built Fragmented audience

in

Lower cost Limited attention

Suitable for local buzz creation, reminder media for TV jingle, frequency
building, offer announcement etc.
Not good for SMS CTA, imagery building, higher SEC brands, high information
content
 Out of home advertising

✓ Create impact in media dark locations

✓Lower Investments

✓High visibility for internal stakeholders

 Pros and Cons of OOH

Can pick strategic spots in local markets Simple messages only

Can build exposures Clutter

Wide canvas – imagery can be built Measurement not possible

 Cinema Advertising

Flexibility in markets
and language

Slow reach and

frequency build up
Can target broad
demographics by
cinema type and
town
Measurement not
accurate
Lower cost options
like slides

Suitable as a support media to other mass media

Media – Pros & Cons

TV Print Digital Radio Outdoor

Highest Reach Behavioral / Growing at a Build Strategic

Local Coverage
Medium Habituated significant pace Relevance

Lowest CPT & Helps High Reach basis High Frequency at

Real Time &
garner affinity on Build Exposures
Publications chosen Intelligent Targeting Lower Cost
account of impact

Short Air Time & Highest CPT / Only Audio & No Measurement &
Stickiness?
High Investments Localized Limited Attention Clutter

Clutter
 What determines media budgets?

✓ Share of Voice

✓ x% of Sales

✓Type of media campaign – launch? Sustenance ? Promotion?

Call to Action ?
 What determines media vehicle ?

✓ Complexity of brand communication

✓ Target audience

✓ Budgets

✓Brand objective