2/10/24

MEDIA PL ANNING
MESSAGE AND MEDIA

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 1
 2/10/24

MEDIA PLANNING

• The process of making decisions about delivering communication to the TG of the

product/brand.

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 2
 2/10/24

KEY TERMS – 1/2

• Medium/ ‘Media Class’ – Type of medium such as broadcast media
(television, radio), print media (newspaper, magazines), OOH, direct marketing,
social media, etc.

• Media Vehicle – Specific carrier within the particular media class. e.g., Zee,
Star, and Sony for Television.
– For Newspapers?

KEY TERMS – 2/2

• Media Schedule – which days and months

• Media Mix – Using more than one media class in the media plan.

• Media Plan – Details the media schedule for the chosen media mix.

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 3
 2/10/24

Why Media Mix is important in Media Planning?

TRP

• TRP (Television Rating Point) - %

• ~ weighted viewership

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 4
 2/10/24

REACH AND FREQUENCY

Reach - Total number of people who have seen the ad

• Reach at 1+ is 81% (at least once)
• Reach at 2+ is 74% (at least twice)
• Reach at 3+ is 68% (so on…)

Frequency (OTS)
• How many times your TG will watch your ad during the campaign, on an average

• REACH IS UNDUPLICATED.
• Duplicated Reach is what?
• à GRP (Total level of exposure) = Reach*Frequency
• How to get high GRP?

OTS, SOV, SOE

• OTS/Impressions/Exposures?
• Share of Voice (SOV)- How much noise your brand makes in a product category
• Share of Expenditures (SOE)- Share of your brand in the total ad spends on media

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 5
 2/10/24

CPM

Cost per Mille = Cost per Thousand

(used in evaluating the cost efficiency of media; the advertising cost of reaching 1000
readers/viewers/users)

e.g.,
Read from the
Television: (Cost of 1 unit of time/Program rating)*1000
textbook for the
Newspaper: (Cost of ad space/Circulation)*1000 next session

Circulation>Target Market
Target CPM

Number of readers per copy (true circulation)

Pass-along rate

EFFECTIVE FREQUENCY

• Minimum (threshold) frequency for ensuring a + response

– Three (Herbert Krugman)

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 6
 2/10/24

MEDIA CONSUMPTION RESEARCH -

TV
Broadcast Audience Research Council (BARC)
• Industry body set up by the recommendations of the TRAI and Ministry of
Information and Broadcasting
• Involves three key stakeholders - broadcasters, advertisers, and advertising
agencies
• 50000 household
• Data collection using “audio watermarking” (600+ watermarked channels)
• Embed audio watermarks – playout and broadcast – Bar-o-meters – viewership
data
• Establishment survey, Listing study
• Panel management

WHY DO BRANDS NEED THIS DATA?

• Are we investing too much or too little?

• Are the channels in which we are investing effective? Is it in line with the ratings?

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 7
 2/10/24

MEDIA CONSUMPTION RESEARCH -

PRINT
Indian Readership Survey
• Conducted by MRUC (Media Research Users Council) - a ‘not for profit’
organisation constituted by advertisers, ad agencies and media owners -
and Hansa Research
• Single source survey for media and product ownership/usage (over 100 product
categories in FMCG and durables)
• Prime objective - to collect readership information
• Sample size - more than 330,000 households
• Covers nearly 91 districts, 1178 towns and 2894 villages

MEDIA PLANNING
PROCESS

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 8
 2/10/24

MEDIA CHOICE

• Where and how brand message will be communicated

• Consumers? Passive exposure to ads or consumers actively seeking .

• Outbound marketing – consumer initiated by the firm through TV, radio, magazines, newspaper,
websites, social media

• Inbound Marketing – communication initiated by the consumer

– SEO, podcasts, blogs, retail placement

MEDIA CLASS DECISIONS – 1/4

• Fit between the media class and creative (e.g., audio-visual)

• Lead times involved in the production

– Scripting, pre-production, shooting, and post-production
– When, where, and how often will the ad be shown

• Competitive Setting

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 9
 2/10/24

MEDIA CHARACTERISTICS

• Mass media
• Addressable media- customisable

• Paid media, owned media and earned media?

MEDIA VEHICLE DECISIONS – 2/4

• Unbiasedness /Biasedness
– Popularity

• Expertness/Prestige

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 10
 2/10/24

MEDIA PLANNING MODELS – 3/4

• Mathematical Optimization Techniques

• Simulation Models

• Heuristic Models

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 11
 2/10/24

MEDIA SCHEDULING DECISIONS –

4/4
• Continuous – advertisements spread evenly throughout the period of the
campaign

• Flighting – advertisements with periods of inactivity during the campaign period

• Pulsing – advertisements with a continuous base augmented by an intermittent

base of heavy advertising

For instruction usage in the IMC course by

Prof. Ekta Srivastava at IIMK; Strictly not for
mass circulation 12