MPM Internals

MPM
INTERNALS
Unit 1 Content:
1. Overview of Media and Media Planning:
- Meaning of Media & Features of Media
- Meaning of Media Planning, Scope, and Elements
- Role of Media in Business and Consumer Buying Decisions
- Media Planning Process and Factors Influencing Decisions
- Role of Media Planner and Challenges in Media Planning
- Organization Structure of Media Company
- Regulatory Framework and Legal Aspects
- Media Research: Meaning, Role, Importance, and Sources
Unit 4 Content:
1. Media Measurement Metrics:

- Basic Metrics: Reach, Cumulative/Frequency Reach, Distribution, Average Opportunity to
See (AOTS), Effective Frequency/Reach
- Television Metrics: Dairy vs. Peoplemeter, TRP/TVR, Program Reach & Time Spent,
Stickiness Index, Ad Viewership
- Radio Metrics: Arbitron Radio Rating
- Print Metrics: Circulation, Average Issue Readership (AIR), Total or Claimed Reader, Sole or
Solus reader
- Out-of-Home (OOH) Metrics: Traffic Audit Bureau (TAB)
- Benchmarking Metrics: Share, Profile, and Selectivity Index
- Plan Metrics: Gross Rating Points (GRP), Gross Impressions (GI), Share of Voice (SOV)
IMPORTANCE
### Unit 1: Media and Media Planning
1. **Overview of Media and Media Planning**:

- Brief introduction to the concept of media and the process of media planning.
2. **Features of Media**:
- Key characteristics or attributes of various media channels, such as television, radio, print,
digital, etc.
3. **Media Planning**:
- Definition: The strategic process of selecting the most appropriate media channels and
allocating resources to achieve advertising objectives.
4. **Need and Importance of Media Planning**:

- Explanation of why media planning is essential for effective advertising campaigns and
achieving marketing objectives.
5. **Scope of Media Planning**:

- Examination of the range and extent of activities involved in media planning, including target
audience analysis, media selection, budgeting, etc.
6. **Media Planning Elements**:

- Components or factors considered in the media planning process, such as audience
demographics, media reach, frequency, budget, etc.
7. **Role of Media in Business**:

- The significance of media in facilitating communication, brand promotion, customer
engagement, and revenue generation for businesses.
8. **Media Planning Process**:

- Step-by-step approach or methodology involved in developing a media plan, from initial
research to campaign execution and evaluation.
9. **Impact of Marketing Objectives on Media Planning**:

- Examination of how marketing goals and objectives influence media planning decisions,
such as target audience selection, media mix, messaging, etc.
10. **Factors Influencing Media Planning Decision**:

- External and internal factors that affect media planning strategies and decisions, including
market trends, competition, budget constraints, etc.
11. **Role and Importance of Media Planning in Consumer Buying Decision**:
- Discussion on how media planning influences consumer behavior and purchasing decisions
through effective communication and brand messaging.
12. **Role of Media Planner**:

- Responsibilities and functions of a media planner in developing and implementing media
strategies and campaigns.
13. **Challenges of Media Planning**:

- Common obstacles or difficulties encountered in the media planning process, such as
changing media landscape, audience fragmentation, measurement issues, etc.
14. **Structure of Media Company**:

- Overview of the organizational hierarchy and departments within a media company,
including sales, marketing, content creation, etc.
15. **Regulatory and Legal Aspects in Media Planning**:

- Consideration of laws, regulations, and industry standards governing advertising and media
content.
16. **Ethical Aspects in Media Planning**:

- Discussion on ethical considerations and best practices in media planning, including
transparency, honesty, and consumer privacy.
17. **Media Research**:

- Explanation of the purpose, need, and importance of media research in informing media
planning decisions.
18. **Sources of Media Research**:

- Overview of various research sources and tools used in media planning, including industry
surveys, audience measurement systems, and market research data. Abbreviations:
- ABC: Audit Bureau of Circulations
- IRS: Indian Readership Survey
- TRP: Television Rating Point
- NTS: National Television System
- CIB: Continuous Improvement Bulletin
### Unit 4: Media Measurement Metrics
1. **Basic Matrices**:
- Fundamental measurement metrics used in media planning and evaluation, including reach,
frequency, GRP, etc.
2. **Television Matrix**:
- Metrics and measurements specific to television advertising, such as TRP, TVR, program
reach, etc.
3. **Radio Matrix**:
- Metrics and measurements specific to radio advertising, including Arbitron ratings,
listenership data, etc.
4. **Print Matrix**:
- Metrics and measurements specific to print advertising, such as circulation, readership, AIR,
etc.
5. **OOH Matrix**:
- Metrics and measurements specific to out-of-home advertising, including traffic counts,
visibility data, etc.
6. **Benchmarking**:
- Comparative analysis of advertising performance against industry standards or competitors.
7. **Plan Matrix**:
- Metrics used to evaluate advertising plans and strategies, including GRP, SOV, media
vehicles, etc.
8. **ATL, BTL, BDI, CDI, BTS**:

- Abbreviations for Above the Line, Below the Line, Brand Development Index, Category
Development Index, and Behind the Scenes, respectively.
CONTENT OVERVIEW
### Unit 1: Media and Media Planning
1. **Overview of Media and Media Planning**:

- Media refers to various channels or platforms used for communication and advertising
purposes, including television, radio, print, digital, outdoor, and social media.
- Media planning is the systematic process of selecting the most appropriate media channels
and allocating resources to achieve advertising objectives effectively.
- It involves research, analysis, strategy development, implementation, and evaluation of
media campaigns.
2. **Features of Media**:
- Each media channel has unique characteristics and attributes that influence its effectiveness
for reaching target audiences.
- Features may include reach, frequency, audience demographics, geographic coverage, cost,
engagement levels, and format suitability.
3. **Media Planning**:
- Media planning is the strategic process of determining where, when, and how to deliver
advertising messages to the target audience.
- It involves analyzing market conditions, consumer behavior, and media options to develop a
customized media strategy.
- The goal is to maximize the impact of advertising campaigns within budget constraints.
4. **Need and Importance of Media Planning**:

- Media planning ensures that advertising messages reach the right audience at the right time
and place, maximizing return on investment (ROI).
- It helps advertisers allocate resources efficiently, minimize waste, and achieve marketing
objectives effectively.
- Media planning is essential for building brand awareness, driving sales, influencing
consumer behavior, and maintaining competitive advantage in the market.
5. **Scope of Media Planning**:

- Media planning encompasses various activities, including target audience analysis, media
selection, budget allocation, scheduling, and performance measurement.
- It involves both strategic decision-making and tactical execution to create effective media
campaigns that resonate with the target audience.
6. **Media Planning Elements**:

- Key elements of media planning include defining advertising objectives, identifying target
audience segments, selecting appropriate media channels, determining reach and frequency
goals, setting budgets, scheduling ads, and evaluating campaign performance.
- These elements work together to create a cohesive and impactful media strategy that aligns
with overall marketing goals.
7. **Role of Media in Business**:

- Media plays a crucial role in business by facilitating communication, brand promotion,
customer engagement, and revenue generation.
- It helps businesses reach and connect with their target audience, build brand awareness and
credibility, drive sales and conversions, and foster long-term customer relationships.
8. **Media Planning Process**:

- The media planning process typically involves several stages, including research and
analysis, strategy development, media buying and negotiation, campaign implementation, and
performance evaluation.
- It is an iterative process that requires continuous monitoring and optimization to achieve
desired outcomes.
9. **Impact of Marketing Objectives on Media Planning**:

- Media planning strategies are influenced by marketing objectives, which may include
increasing brand awareness, generating leads, driving website traffic, boosting sales, or
launching new products.
- Different objectives require different media strategies, messaging approaches, and
measurement metrics to achieve success.
10. **Factors Influencing Media Planning Decision**:

- Media planning decisions are influenced by various internal and external factors, including
target audience characteristics, market trends, competition, budget availability, advertising
goals, media availability, and technological advancements.
- Media planners must consider these factors carefully to develop effective and efficient
media plans that deliver desired results.
11. **Role and Importance of Media Planning in Consumer Buying Decision**:

- Media planning plays a crucial role in influencing consumer buying decisions by delivering
persuasive and relevant advertising messages to the target audience.
- It helps businesses create awareness, educate consumers, build trust, evoke emotions, and
drive purchase intent through strategic media placement and messaging.
- Effective media planning can significantly impact consumer perceptions, preferences, and
behaviors throughout the buying journey.
12. **Role of Media Planner**:

- A media planner is responsible for developing and implementing media strategies that align
with client objectives, target audience insights, and market dynamics.
- They conduct research, analyze data, negotiate media buys, collaborate with creative
teams, monitor campaign performance, and make optimization recommendations to maximize
ROI.
- Media planners play a critical role in translating marketing goals into actionable media plans
that deliver results and drive business growth.
13. **Challenges of Media Planning**:

- Media planning faces various challenges, including fragmented media landscape, audience
fragmentation, ad clutter, ad avoidance, measurement limitations, changing consumer behavior,
budget constraints, and evolving technology.
- Media planners must adapt to these challenges by staying informed, leveraging data and
technology, testing new approaches, and collaborating cross-functionally to overcome obstacles
and achieve campaign objectives.
14. **Structure of Media Company**:

- A media company typically consists of various departments and functions, including sales,
marketing, content creation, research, finance, operations, and management.
- Each department plays a unique role in the creation, distribution, and monetization of media
content and advertising inventory.
- The organizational structure may vary based on company size, industry focus, and business
model.
15. **Regulatory and Legal Aspects in Media Planning**:

- Media planning must adhere to laws, regulations, and industry guidelines related to
advertising content, consumer protection, privacy, competition, intellectual property, and ethical
standards.
- Compliance with regulatory requirements helps mitigate legal risks, maintain brand
reputation, and build trust with consumers and stakeholders.
16. **Ethical Aspects in Media Planning**:

- Ethical considerations in media planning include honesty, transparency, integrity, respect for
consumer privacy, and compliance with ethical standards and industry codes of conduct.
- Media planners should prioritize the interests of consumers, avoid deceptive practices,
disclose sponsored content, and ensure that advertising messages are truthful, accurate, and
socially responsible.
17. **Media Research**:

- Media research involves the collection, analysis, and interpretation of data related to media
consumption, audience behavior, market trends, advertising effectiveness, and competitive
landscape.
- It provides valuable insights to inform media planning decisions, optimize media strategies,
measure campaign performance, and identify opportunities for improvement.
- Media research helps media planners understand audience preferences, media habits,
content consumption patterns, and advertising receptivity to develop targeted and impactful
media plans.
18. **Sources of Media Research**:
- Various sources of media research provide data and insights to support media planning
efforts, including industry surveys, audience measurement systems, syndicated research
reports, proprietary data platforms, and market research studies.
- Common sources include ABC (Audit Bureau of Circulations), IRS (Indian Readership
Survey), TRP (Television Rating Point), NTS (National Television System), and CIB (Continuous
Improvement Bulletin).
- These research sources offer valuable information on audience demographics, media
consumption habits, viewership ratings, circulation figures, advertising trends, and market
dynamics to guide media planning decisions effectively.
1. **Basic Matrices**:
- Fundamental measurement metrics used in media planning and evaluation, including reach,
frequency, GRP (Gross Rating Points), impressions, CPM (Cost Per Thousand), etc.
- These metrics provide insights into the size, scope, and impact of advertising campaigns
across different media channels and platforms.
2. **Television Matrix**:
- Metrics and measurements specific to television advertising, such as TRP (Television Rating
Point), TVR (Television Viewership Rating), program reach, ad viewership, channel share, etc.
- Television metrics help advertisers assess the reach, frequency, and effectiveness of TV
advertising campaigns in reaching target audiences and achieving marketing objectives.
3. **Radio Matrix**:
- Metrics and measurements specific to radio advertising, including listenership ratings,
audience demographics, reach, frequency, AQH (Average Quarter-Hour Persons), Cume
(Cumulative Audience), etc.
- Radio metrics provide insights into the listenership patterns, audience preferences, and
advertising impact of radio campaigns across different time slots and formats.
4. **Print Matrix**:
- Metrics and measurements specific to print advertising, such as circulation, readership,
Average Issue Readership (AIR), Total Leadership, Claimed Leadership, Sole Leadership, etc.
- Print metrics help advertisers evaluate the reach, engagement, and effectiveness of print
media campaigns in conveying brand messages and influencing consumer perceptions.
5. **OOH Matrix**:
- Metrics and measurements specific to out-of-home advertising, including traffic counts,
visibility data, reach, frequency, location-based targeting, etc.
- OOH metrics help advertisers assess the visibility, exposure, and impact of outdoor
advertising campaigns in reaching target audiences and driving brand awareness.
6. **Benchmarking**:
- Comparative analysis of advertising performance against industry standards, competitor
benchmarks, historical data, or predefined targets.
- Benchmarking helps advertisers evaluate the effectiveness and efficiency of their advertising
campaigns, identify strengths and weaknesses, and make data-driven decisions to optimize
future strategies.
7. **Plan Matrix**:
- Metrics used to evaluate advertising plans and strategies, including GRP (Gross Rating
Points), TRP (Television Rating Point), SOV (Share of Voice), share of market, share of
category, etc.
- Plan metrics provide insights into the reach, frequency, and competitive positioning of
advertising campaigns, helping advertisers optimize media allocation and budget allocation
decisions.
8. **ATL, BTL, BDI, CDI, BTS**:

- Abbreviations commonly used in media planning and advertising:
- ATL (Above the Line): Refers to mass media channels used for broad reach and
brand-building, such as television, radio, print, and outdoor advertising.
- BTL (Below the Line): Refers to targeted and personalized marketing activities aimed at
specific audience segments, such as direct mail, email marketing, experiential marketing, etc.
- BDI (Brand Development Index): Measures the sales performance of a brand in a specific
market relative to its national average.
- CDI (Category Development Index): Measures the sales performance of a product category
in a specific market relative to its national average.
- BTS (Behind the Scenes): Refers to the planning, coordination, and execution of
advertising campaigns, including creative development, media planning, production, and
distribution.
GENERAL NOTES
Unit 1: Overview of Media and Media Planning
1. **Meaning of Media & Features of Media**: Media refers to various channels or platforms
used to communicate information, entertainment, or promotional messages to a large audience.
Features of media include reach, frequency, flexibility, cost-effectiveness, and the ability to
target specific demographics.
2. **Meaning of Media Planning, Scope, and Elements**: Media planning involves the strategic
selection and use of media channels to deliver advertising messages to the target audience
effectively. Its scope includes identifying objectives, analyzing target audience behavior,
selecting appropriate media channels, determining media budgets, scheduling advertisements,
and evaluating performance. Elements of media planning include audience analysis, media
selection, scheduling, and budget allocation.
3. **Role of Media in Business and Consumer Buying Decision**: Media plays a crucial role in
influencing both business and consumer buying decisions by providing information, creating
brand awareness, shaping perceptions, and influencing preferences. Effective media strategies
can drive sales, build brand loyalty, and differentiate products or services in the marketplace.
4. **Media Planning Process and Factors Influencing Decisions**: The media planning process
involves setting objectives, conducting market research, identifying target audiences, selecting
appropriate media channels, allocating budgets, creating media schedules, and evaluating
performance. Factors influencing media planning decisions include target audience
demographics, media consumption habits, competitive landscape, advertising goals, and budget
constraints.
5. **Role of Media Planner and Challenges in Media Planning**: Media planners are responsible
for developing strategic media plans that align with marketing objectives and target audience
preferences. They analyze data, negotiate media buys, optimize campaigns, and measure
effectiveness. Challenges in media planning include fragmentation of media channels, evolving
consumer behavior, ad clutter, limited budgets, and measuring ROI accurately.
6. **Organization Structure of Media Company**: Media companies typically have hierarchical

structures comprising departments such as sales, marketing, content creation, editorial,
advertising, and finance. Larger organizations may also have specialized units for digital media,
broadcast, print, and outdoor advertising.
7. **Regulatory Framework and Legal Aspects**: Media planning must adhere to regulatory
guidelines and legal requirements governing advertising, content, privacy, and consumer
protection. Regulations vary by country and may include restrictions on advertising content,
placement, targeting, and disclosure of sponsored content.
8. **Media Research: Meaning, Role, Importance, and Sources**: Media research involves
gathering and analyzing data to understand audience behavior, media consumption patterns,
advertising effectiveness, and market trends. It helps media planners make informed decisions,
optimize campaigns, and measure ROI. Sources of media research data include audience
surveys, ratings agencies, market research firms, industry reports, and digital analytics tools.
This overview provides a comprehensive understanding of media and media planning, covering
its definition, scope, processes, roles, challenges, and regulatory considerations.
Unit 4: Media Measurement Metrics
1. **Basic Metrics**:
- **Reach**: The total number or percentage of different individuals or households exposed to
a particular media vehicle or advertising campaign within a specified time frame.
- **Cumulative/Frequency Reach**: The total number or percentage of individuals or
households reached by an advertisement over a specified period, taking into account multiple
exposures.
- **Distribution**: The extent to which a media vehicle or content is available to the target
audience.
- **Average Opportunity to See (AOTS)**: The average number of opportunities an individual
has to see an advertisement.
- **Effective Frequency/Reach**: The number of times an individual must be exposed to an
advertisement within a specific time frame for it to be effective.
2. **Television Metrics**:
- **Diary vs. Peoplemeter**: Methods used to measure television viewership, with diary-based
systems relying on participants to manually record their viewing habits and peoplemeter
systems using electronic devices to automatically track viewing.
- **TRP/TVR (Television Rating Points/Television Viewership Rating)**: A measure of the
percentage of a target audience reached by a television program or advertisement.
- **Program Reach & Time Spent**: The number or percentage of individuals or households
reached by a specific television program and the average time spent viewing it.
- **Stickiness Index**: A measure of the level of viewer engagement with a television program
or channel.
- **Ad Viewership**: The number or percentage of individuals who watched a specific
advertisement.
3. **Radio Metrics**:
- **Arbitron Radio Rating**: A system used to measure radio listenership and audience
demographics, providing ratings based on listenership levels and audience characteristics.
4. **Print Metrics**:
- **Circulation**: The total number of copies of a publication distributed.
- **Average Issue Readership (AIR)**: The average number of individuals who read or look at
a single issue of a publication.
- **Total or Claimed Reader**: The total number of individuals who claim to have read a
publication, including primary and secondary readers.
- **Sole or Solus reader**: An individual who exclusively reads a particular publication.
5. **Out-of-Home (OOH) Metrics**:

- **Traffic Audit Bureau (TAB)**: An organization that provides standardized measurement and
auditing of out-of-home advertising, including traffic counts and audience demographics.
6. **Benchmarking Metrics**:
- **Share**: The percentage of a specific audience segment reached by a media vehicle or
campaign compared to competitors.
- **Profile**: The demographic characteristics of the audience reached by a media vehicle or
campaign.
- **Selectivity Index**: A measure of the effectiveness of a media vehicle or campaign in
reaching a specific target audience compared to the total population.
7. **Plan Metrics**:
- **Gross Rating Points (GRP)**: The total sum of the ratings achieved by a media schedule
over a specific period, calculated by multiplying the reach percentage by the frequency of
exposure.
- **Gross Impressions (GI)**: The total number of times an advertisement is viewed or heard,
calculated by multiplying the reach by the frequency.
- **Share of Voice (SOV)**: The percentage of total advertising spending within a specific
market or industry that is allocated to a particular brand or advertiser.
These metrics are essential for evaluating the effectiveness and efficiency of media campaigns
across various platforms, enabling advertisers and media planners to make informed decisions
and optimize their strategies.
POINTERS -
### Unit 1: Overview of Media and Media Planning
#### Overview of Media and Media Planning:

- **Definition of Media**: Media refers to various channels or platforms used to communicate
information, entertainment, or promotional messages to a large audience.
- It encompasses traditional channels like television, radio, print, and out-of-home advertising,
as well as digital platforms such as social media, websites, and mobile apps.
- **Definition of Media Planning**: Media planning is the strategic process of selecting and using
media channels to deliver advertising messages to the target audience effectively.
- It involves analyzing target audience behavior, selecting appropriate media channels,
determining budgets, scheduling advertisements, and evaluating performance.
#### Features of Media:

- **Reach**: The total number or percentage of individuals or households exposed to a
particular media vehicle or advertising campaign within a specified time frame.
- **Flexibility**: Media channels offer flexibility in terms of content format, timing of
advertisements, and targeting options.
- **Cost-effectiveness**: Media planning aims to optimize the allocation of budgets to maximize
the impact of advertising efforts.
- **Targeting**: Media channels allow advertisers to target specific demographics, interests, and
behaviors of the audience.
- **Frequency**: The number of times an individual is exposed to an advertisement, which
contributes to brand awareness and message retention.
#### Need and Importance of Media Planning:

- **Maximizing ROI**: Effective media planning ensures that advertising efforts reach the right
audience at the right time, maximizing return on investment.
- **Message Delivery**: Media planning helps in delivering the brand message to the target
audience efficiently, increasing brand awareness and recall.
- **Competitive Advantage**: Strategic media planning gives businesses a competitive edge by
optimizing media budgets and targeting the most relevant audience segments.
- **Resource Optimization**: By allocating resources effectively, media planning helps in
optimizing media budgets and minimizing wastage.
- **Evaluation and Improvement**: Media planning facilitates the evaluation of advertising
effectiveness, allowing for continuous improvement of campaigns.
#### Scope of Media Planning:

- **Setting Objectives**: Defining clear objectives for advertising campaigns, such as increasing
sales, brand awareness, or market share.
- **Audience Analysis**: Understanding the demographics, preferences, and behaviors of the
target audience to select appropriate media channels.
- **Media Selection**: Choosing the most suitable media platforms based on audience reach,
relevance, and cost-effectiveness.
- **Budget Allocation**: Determining the allocation of advertising budgets across different media
channels to achieve campaign objectives.
- **Scheduling**: Planning the timing and frequency of advertisements to maximize exposure
and impact.
- **Evaluation**: Assessing the performance of advertising campaigns against predefined
metrics and objectives.
#### Media Planning Elements:

- **Audience Analysis**: Understanding the characteristics, preferences, and behaviors of the
target audience.
- **Media Selection**: Choosing the most appropriate media channels based on audience
demographics, reach, and relevance.
- **Budget Allocation**: Determining the allocation of advertising budgets across different media
platforms.
- **Scheduling**: Planning the timing and frequency of advertisements to optimize exposure and
impact.
- **Creative Strategy**: Developing compelling ad creatives that resonate with the target
audience and effectively communicate the brand message.
- **Evaluation and Optimization**: Monitoring the performance of advertising campaigns and
making adjustments to optimize results.
#### Basic Metrics:

- **Reach**: The total number or percentage of different individuals or households exposed to a
- **Cumulative/Frequency Reach**: The total number or percentage of individuals or households
reached by an advertisement over a specified period, taking into account multiple exposures.
audience.
#### Television Metrics:

- **Diary vs. Peoplemeter**: Methods used to measure television viewership, with diary-based
systems relying on participants to manually record their viewing habits and peoplemeter
systems using electronic devices to automatically track viewing.
- **TRP/TVR (Television Rating Points/Television Viewership Rating)**: A measure of the
percentage of a target audience reached by a television program or advertisement.
- **Program Reach & Time Spent**: The number or percentage of individuals or households
reached by a specific television program and the average time spent viewing it.
- **Stickiness Index**: A measure of the level of viewer engagement with a television program or
channel.
- **Ad Viewership**: The number or percentage of individuals who watched a specific
advertisement.
#### Radio Metrics:

- **Arbitron Radio Rating**: A system used to measure radio listenership and audience
demographics, providing ratings based on listenership levels and audience characteristics.
#### Print Metrics:

- **Circulation**: The total number of copies of a publication distributed.
- **Average Issue Readership (AIR)**: The average number of individuals who read or look at a
single issue of a publication.
- **Total or Claimed Reader**: The total number of individuals who claim to have read a
publication, including primary and secondary readers.
- **Sole or Solus reader**: An individual who exclusively reads a particular publication.
#### Out-of-Home (OOH) Metrics:

- **Traffic Audit Bureau (TAB)**: An organization that provides standardized measurement and
auditing of out-of-home advertising, including traffic counts and audience demographics.
#### Benchmarking Metrics:

- **Share**: The percentage of a specific audience segment reached by a media vehicle or
campaign compared to competitors.
- **Profile**: The demographic characteristics of the audience reached by a media vehicle or
campaign.
- **Selectivity Index**: A measure of the effectiveness of a media vehicle or campaign in
#### Plan Metrics:

- **Gross Rating Points (GRP)**: The total sum of the ratings achieved by a media schedule
over a specific period, calculated by multiplying the reach percentage by the frequency of
exposure.
- **Gross Impressions (GI)**: The total number of times an advertisement is viewed or heard,
calculated by multiplying the reach by the frequency.
- **Share of Voice (SOV)**: The percentage of total advertising spending within a specific
These metrics are crucial for evaluating the effectiveness and efficiency of media campaigns
across various platforms, enabling advertisers and media planners to make informed decisions
and optimize their strategies.
#### Basic Metrics:

- **Reach**: The total number or percentage of individuals or households exposed to a
- **Cumulative/Frequency Reach**: The total number or percentage of individuals or households
reached by an advertisement over a specified period, considering multiple exposures.
audience.
#### Television Matrix:

- Television matrices include various metrics to measure viewership and the effectiveness of
television advertising.
- Key metrics include TRP/TVR (Television Rating Points/Television Viewership Rating),
program reach, time spent viewing, stickiness index, and ad viewership.
- TRP/TVR measures the percentage of the target audience reached by a television program or
advertisement.
- Program reach indicates the number or percentage of individuals or households reached by a
specific television program.
- Time spent viewing reflects the average duration of time individuals spend watching television
content.
- Stickiness index measures viewer engagement with television programs or channels.
- Ad viewership quantifies the number or percentage of individuals who watched a particular
advertisement.
#### Radio Matrix:

- Radio matrices assess listenership and audience demographics for radio advertising.
- Key metrics include Arbitron Radio Rating, which measures radio listenership and provides
ratings based on listenership levels and audience characteristics.
#### Print Matrix:

- Print matrices evaluate readership and circulation for print media advertising.
- Metrics include circulation, average issue readership (AIR), total or claimed readership, and
sole or soleus readership.
#### Out-of-Home (OOH) Matrix:
- OOH matrices analyze exposure and audience reach for out-of-home advertising.
- Metrics may include data from organizations like the Traffic Audit Bureau (TAB), providing
standardized measurement and auditing of out-of-home advertising.
#### Benchmarking:
- Benchmarking involves comparing the performance of advertising campaigns or media
vehicles against industry standards or competitors.
- Key benchmarking metrics include share, profile, and selectivity index, which assess the
effectiveness of media vehicles or campaigns in reaching specific target audiences compared to
competitors.
#### Plan Matrix:

- Plan matrices quantify the performance and impact of media plans and advertising campaigns.
- Metrics such as Gross Rating Points (GRP), Gross Impressions (GI), and Share of Voice
(SOV) are commonly used to measure the reach, frequency, and effectiveness of advertising
efforts.
#### Additional Concepts:

- **ATL (Above-the-Line) and BTL (Below-the-Line)**: Refers to advertising strategies aimed at
mass audiences (ATL) and targeted or personalized approaches (BTL).
- **BDI (Brand Development Index) and CDI (Category Development Index)**: Measure the
sales performance of a brand or product category in a specific geographic area compared to the
national average.
- **BTS (Behind-the-Scenes)**: Refers to activities and strategies not directly visible to
consumers but essential for marketing and advertising success.
- **Media Vehicle**: Refers to specific channels or platforms used to deliver advertising
messages, such as television networks, radio stations, newspapers, websites, etc.
- **Broad Media Class**: Categories of media channels, such as broadcast (TV and radio), print
(newspapers and magazines), digital (websites and social media), outdoor (billboards and
transit ads), etc.
- **Media Unit**: The basic unit of advertising space or time in a particular media channel, such
as a 30-second TV spot, a full-page newspaper ad, etc.
#### Basic Metrics:
**Reach**:
- **Definition**: Reach refers to the total number or percentage of different individuals or
households exposed to a particular media vehicle or advertising campaign within a specified
time frame.
- **Importance**: It helps advertisers understand the potential size of their audience and the
extent of their message's exposure.
**Cumulative/Frequency Reach**:
- **Definition**: Cumulative or frequency reach measures the total number or percentage of
individuals or households reached by an advertisement over a specified period, considering
multiple exposures.
- **Importance**: It provides insights into the effectiveness of an advertising campaign in
reaching its target audience repeatedly.
**Distribution**:
- **Definition**: Distribution refers to the extent to which a media vehicle or content is available
to the target audience.
- **Importance**: Understanding distribution helps advertisers assess the potential reach and
accessibility of their message across different media channels.
**Average Opportunity to See (AOTS)**:

- **Definition**: AOTS represents the average number of opportunities an individual has to see
an advertisement.
- **Importance**: It helps in estimating the likelihood of ad exposure and evaluating the potential
effectiveness of advertising efforts.
**Effective Frequency/Reach**:
- **Definition**: Effective frequency or reach refers to the number of times an individual must be
exposed to an advertisement within a specific time frame for it to be effective.
- **Importance**: Determining the optimal frequency of ad exposure ensures that the message
is reinforced sufficiently without causing audience fatigue or overexposure.
#### Television Metrics:
**Diary vs. Peoplemeter**:

- **Definition**: Diary-based systems rely on participants to manually record their television
viewing habits, while peoplemeter systems use electronic devices to automatically track viewing.
- **Importance**: The choice between these methods impacts the accuracy and reliability of
television viewership data, which is crucial for media planning and buying decisions.
**TRP/TVR (Television Rating Points/Television Viewership Rating)**:
- **Definition**: TRP/TVR measures the percentage of a target audience reached by a television
program or advertisement.
- **Importance**: It provides insights into the popularity and effectiveness of television content
and advertising, helping advertisers evaluate the potential reach and impact of their campaigns.
**Program Reach & Time Spent**:

- **Definition**: Program reach indicates the number or percentage of individuals or households
reached by a specific television program, while time spent viewing reflects the average duration
of time individuals spend watching television content.
- **Importance**: These metrics help advertisers identify popular programs and assess
audience engagement levels, informing media planning and content placement decisions.
**Stickiness Index**:
- **Definition**: Stickiness index measures the level of viewer engagement with a television
program or channel.
- **Importance**: It helps advertisers gauge the effectiveness of television content in capturing
and retaining audience attention, which influences ad placement and campaign effectiveness.
**Ad Viewership**:
- **Definition**: Ad viewership quantifies the number or percentage of individuals who watched a
particular advertisement.
- **Importance**: It assesses the reach and impact of television advertisements, allowing
advertisers to evaluate the effectiveness of their messaging and creative execution.
#### Radio Metrics:
**Arbitron Radio Rating**:

- **Definition**: Arbitron Radio Rating is a system used to measure radio listenership and
audience demographics, providing ratings based on listenership levels and audience
characteristics.
- **Importance**: It helps advertisers understand the listenership patterns of radio audiences,
allowing them to target specific demographics effectively and make informed media buying
decisions.
#### Print Metrics:
**Circulation**:
- **Definition**: Circulation refers to the total number of copies of a publication distributed.
- **Importance**: It indicates the potential reach of print media, helping advertisers assess the
exposure their advertisements can achieve and make decisions about placement and
frequency.
**Average Issue Readership (AIR)**:
- **Definition**: Average Issue Readership (AIR) is the average number of individuals who read
or look at a single issue of a publication.
- **Importance**: AIR provides insights into the actual readership of print media, considering
factors like pass-along readership and multiple readers per copy.
**Total or Claimed Reader**:

- **Definition**: Total or Claimed Reader is the total number of individuals who claim to have
read a publication, including primary and secondary readers.
- **Importance**: It helps advertisers understand the potential audience reach of print media,
considering both primary and secondary readership.
**Sole or Solus Reader**:

- **Definition**: A Sole or Solus Reader is an individual who exclusively reads a particular
publication.
- **Importance**: Identifying Sole Readers helps advertisers target highly engaged audiences,
which may have a stronger affinity for the publication's content and advertisements.
#### Out-of-Home (OOH) Metrics:
**Traffic Audit Bureau (TAB)**:

- **Definition**: TAB provides standardized measurement and auditing of out-of-home
advertising, including traffic counts and audience demographics.
- **Importance**: It helps advertisers assess the visibility and exposure of their out-of-home
advertisements, informing decisions about locations, formats, and creative strategies.
#### Benchmarking:
**Share**:
- **Definition**: Share compares the percentage of a specific audience segment reached by a
media vehicle or campaign compared to competitors.
- **Importance**: Share metrics provide insights into market competitiveness and help
advertisers evaluate their performance relative to industry benchmarks and competitors.
**Profile**:
- **Definition**: Profile analyzes the demographic characteristics of the audience reached by a
media vehicle or campaign.
- **Importance**: Understanding audience profiles helps advertisers tailor their messaging and
targeting strategies to better resonate with their target demographics.
**Selectivity Index**:
- **Definition**: Selectivity Index measures the effectiveness of a media vehicle or campaign in
- **Importance**: It helps advertisers identify media channels or campaigns that are most
efficient in reaching their desired audience segments, optimizing media spend and ROI.
#### Plan Metrics:
**Gross Rating Points (GRP)**:

- **Definition**: GRP is the total sum of the ratings achieved by a media schedule over a specific
period, calculated by multiplying the reach percentage by the frequency of exposure.
- **Importance**: GRP measures the overall impact and frequency of advertising exposure,
guiding media planning and budget allocation decisions.
**Gross Impressions (GI)**:

- **Definition**: GI is the total number of times an advertisement is viewed or heard, calculated
by multiplying the reach by the frequency.
- **Importance**: GI provides a comprehensive measure of advertising exposure, helping
advertisers assess the potential reach and frequency of their campaigns.
**Share of Voice (SOV)**:

- **Definition**: SOV is the percentage of total advertising spending within a specific market or
industry that is allocated to a particular brand or advertiser.
- **Importance**: SOV indicates a brand's share of advertising presence compared to
competitors, influencing brand visibility and market share.
1) **Unduplicated Reach**:
- **Definition**: Unduplicated reach refers to the total number or percentage of unique
individuals or households exposed to an advertising campaign across multiple media channels
without duplication.
- **Importance**: It helps advertisers understand the unique audience reached by their
campaign, avoiding overestimation of reach due to duplication across different channels.
2) **Gross Reach**:
- **Definition**: Gross reach represents the total number or percentage of individuals or
households exposed to an advertising campaign through any media channel, including
duplicated exposures.
- **Importance**: Gross reach provides insights into the overall potential reach of an
advertising campaign, including repeated exposures to the same audience.
3) **Net Reach**:
- **Definition**: Net reach is the actual number or percentage of unique individuals or
households reached by an advertising campaign after eliminating duplication.
- **Importance**: Net reach provides a more accurate measure of the campaign's
effectiveness in reaching the target audience without redundancy.
4) **Cumulative Reach**:
- **Definition**: Cumulative reach measures the total number or percentage of individuals or
households reached by an advertisement over a specified period, considering repeated
exposures.
- **Importance**: It helps advertisers understand the incremental reach achieved by their
campaign over time, considering multiple exposures to the same audience.
5) **Frequency**:
- **Definition**: Frequency refers to the average number of times an individual or household is
exposed to an advertisement within a specified time frame.
- **Importance**: Frequency plays a crucial role in reinforcing the message and increasing
brand recall among the target audience, influencing purchase behavior.
6) **Average OTS (Opportunity to See)**:

- **Definition**: Average OTS represents the average number of opportunities an individual
- **Importance**: It helps advertisers estimate the likelihood of ad exposure and evaluate the
potential effectiveness of advertising efforts in generating awareness and recall.
7) **Effective Reach**:
- **Definition**: Effective reach measures the percentage of the target audience reached with
enough frequency to achieve advertising objectives.
- **Importance**: Effective reach focuses on reaching the most relevant audience segments
with sufficient exposure, maximizing the impact of advertising campaigns.
8) **Effective Frequency**:
- **Definition**: Effective frequency determines the number of times an individual must be
exposed to an advertisement within a specific time frame for it to be effective.
- **Importance**: It helps advertisers optimize ad frequency to ensure message retention and
action among the target audience without causing fatigue or annoyance.
9) **People Meter System**:

- **Definition**: People Meter System is an electronic device used to automatically track
television viewership by monitoring the viewing habits of selected households.
- **Importance**: People Meter System provides accurate and real-time data on television
viewership, helping broadcasters and advertisers make informed decisions about programming
and advertising placement.
10) **Television Rating (TVR)**:

- **Definition**: TVR is a measure of the percentage of a target audience reached by a
television program or advertisement.
- **Importance**: TVR helps advertisers understand the popularity and effectiveness of
television content and advertising, guiding media planning and buying decisions.
11) **Stickiness Index**:
- **Definition**: Stickiness Index measures the level of viewer engagement with a television
program or channel.
- **Importance**: It helps advertisers gauge the effectiveness of television content in capturing
and retaining audience attention, which influences ad placement and campaign effectiveness.
12) **Ad Viewership**:

- **Definition**: Ad viewership quantifies the number or percentage of individuals who watched
a specific advertisement.
- **Importance**: It assesses the reach and impact of television advertisements, allowing
13) **Channel Share**:

- **Definition**: Channel share measures the percentage of total viewership or audience share
captured by a particular television channel.
- **Importance**: Channel share provides insights into the competitiveness and popularity of
different television channels among viewers, guiding media planning and advertising strategies.
14) **Profile**:
- **Definition**: Profile analyzes the demographic characteristics of the audience reached by a
media vehicle or campaign.
- **Importance**: Understanding audience profiles helps advertisers tailor their messaging and
targeting strategies to better resonate with their target demographics.
15) **Selectivity Index**:

- **Definition**: Selectivity Index measures the effectiveness of a media vehicle or campaign in
- **Importance**: It helps advertisers identify media channels or campaigns that are most
efficient in reaching their desired audience segments, optimizing media spend and ROI.
16) **Benchmarking Matrix**:

- **Definition**: The benchmarking matrix involves comparing the performance of advertising
campaigns or media vehicles against industry standards or competitors.
- **Importance**: It helps advertisers evaluate their performance relative to industry
benchmarks and competitors, identifying strengths, weaknesses, and areas for improvement.
17) **Gross Rating Points (GRP)**:

- **Definition**: GRP is the total sum of the ratings achieved by a media schedule over a
specific period, calculated by multiplying the reach percentage by the frequency of exposure.
- **Importance**: GRP measures the overall impact and frequency of advertising exposure,
guiding media planning and budget allocation decisions.
18) **Share of Voice (SOV)**:
- **Definition**: SOV is the percentage of total advertising spending within a specific market or
industry that is allocated to a particular brand or advertiser.
- **Importance**: SOV indicates a brand's share of advertising presence compared to
competitors, influencing brand visibility and market share.
19) **Share of Market**:

- **Definition**: Share of Market measures the percentage of total sales or revenue captured
by a particular brand or product category within a specific market.
- **Importance**: It helps advertisers understand their market position relative to competitors
and identify opportunities for growth and expansion.
20) **Gross Impressions**:

- **Definition**: Gross Impressions represent the total number of times an advertisement is
viewed or heard, calculated by multiplying the reach by the frequency.
- **Importance**: GI provides a comprehensive measure of advertising exposure, helping
advertisers assess the potential reach and frequency of their campaigns.
21) **Print Metrics**:

- **Average Issue Readership (AIR)**:
- **Definition**: AIR is the average number of individuals who read or look at a single issue of
a publication.
- **Importance**: AIR provides insights into the actual readership of print media, considering
factors like pass-along readership and multiple readers per copy.
22) **Total & Claimed Leadership (Print Matrix)**:

- **Definition**: Total Leadership refers to the total number of individuals who read a
publication, including both primary and secondary readers. Claimed Leadership includes
individuals who claim to have read a publication.
- **Importance**: Total and Claimed Leadership metrics provide advertisers with an
understanding of the potential audience reach and engagement of print media, helping them
make informed decisions about ad placement and frequency.
23) **Sole Leadership (Print Matrix)**:

- **Definition**: Sole Leadership refers to individuals who exclusively read a particular
publication without reading any other competing publication.
- **Importance**: Identifying Sole Readers helps advertisers target highly engaged audiences,
indicating a strong affinity for the publication's content and advertisements.
24) **OOH Matrix (Out-of-Home Matrix)**:

- **Definition**: OOH Matrix analyzes exposure and audience reach for out-of-home
advertising, such as billboards, transit ads, and street furniture.
- **Importance**: It helps advertisers assess the visibility and effectiveness of their
out-of-home advertisements, informing decisions about locations, formats, and creative
strategies.
SHORT NOTES
1) **Unduplicated Reach**:
- Unduplicated reach refers to the unique number or percentage of individuals or households
exposed to an advertising campaign across multiple media channels without duplication.
- It provides a more accurate measure of the actual audience reached by the campaign, as it
eliminates redundancy and ensures that each individual is counted only once.
- Unduplicated reach is essential for understanding the true reach and effectiveness of an
advertising campaign, particularly when using multiple media channels simultaneously.
2) **Gross Reach**:
- Gross reach represents the total number or percentage of individuals or households exposed
to an advertising campaign through any media channel, including duplicated exposures.
- It provides insights into the overall potential reach of the campaign, including repeated
exposures to the same audience.
- Gross reach helps advertisers understand the total audience reached by their campaign
across all media channels, regardless of duplication.
3) **Net Reach**:
- Net reach is the actual number or percentage of unique individuals or households reached
by an advertising campaign after eliminating duplication.
- It provides a more accurate measure of the campaign's effectiveness in reaching the target
audience without redundancy.
- Net reach helps advertisers assess the true impact of their campaign on unique individuals,
guiding decisions about media planning and budget allocation.
4) **Cumulative Reach**:
- Cumulative reach measures the total number or percentage of individuals or households
reached by an advertisement over a specified period, considering repeated exposures.
- It helps advertisers understand the incremental reach achieved by their campaign over time,
considering multiple exposures to the same audience.
- Cumulative reach is important for evaluating the overall effectiveness of an advertising
campaign in reaching its target audience across different media channels and time periods.
5) **Frequency**:
- Frequency refers to the average number of times an individual or household is exposed to
an advertisement within a specified time frame.
- It plays a crucial role in reinforcing the message and increasing brand recall among the
target audience.
- Frequency helps advertisers optimize ad exposure to ensure that the message is seen or
heard often enough to be remembered without causing audience fatigue or overexposure.
6) **Average OTS (Opportunity to See)**:

- Average OTS represents the average number of opportunities an individual has to see an
advertisement.
- It helps advertisers estimate the likelihood of ad exposure and evaluate the potential
effectiveness of advertising efforts in generating awareness and recall.
- Average OTS is important for assessing the potential reach and impact of advertising
campaigns, guiding decisions about media selection and placement.
7) **Effective Reach**:
- Effective reach measures the percentage of the target audience reached with enough
frequency to achieve advertising objectives.
- It focuses on reaching the most relevant audience segments with sufficient exposure,
maximizing the impact of advertising campaigns.
- Effective reach helps advertisers identify the proportion of the audience that is likely to take
action or respond positively to the advertising message, guiding decisions about media planning
and budget allocation.
8) **Effective Frequency**:
- Effective frequency determines the number of times an individual must be exposed to an
- It helps advertisers optimize ad frequency to ensure message retention and action among
the target audience without causing fatigue or annoyance.
- Effective frequency considers factors such as message complexity, audience receptivity, and
competitive clutter to determine the optimal frequency level for advertising effectiveness.
9) **People Meter System**:

- The People Meter System is an electronic device used to automatically track television
viewership by monitoring the viewing habits of selected households.
- It provides accurate and real-time data on television viewership, including channel
preferences, program ratings, and demographic information.
- The People Meter System revolutionized television audience measurement by offering more
precise and comprehensive data compared to traditional diary-based methods, enabling
broadcasters and advertisers to make informed decisions about programming and advertising
placement.
10) **Television Rating (TVR)**:
- TVR, or Television Rating, is a measure of the percentage of a target audience reached by a
television program or advertisement.
- It helps advertisers understand the popularity and effectiveness of television content and
advertising, guiding media planning and buying decisions.
- TVR provides insights into the viewership patterns and preferences of the target audience,
allowing advertisers to optimize their advertising strategies for maximum impact.
11) **Stickiness Index**:

- The Stickiness Index measures the level of viewer engagement with a television program or
channel.
- It indicates how effectively a program or channel retains its audience's attention and
encourages prolonged viewing.
- A higher Stickiness Index suggests that viewers are more engaged and likely to stay tuned
to the program or channel, making it more attractive to advertisers seeking to reach a captive
audience.
12) **Ad Viewership**:

- Ad viewership quantifies the number or percentage of individuals who watched a specific
advertisement.
- It provides insights into the reach and impact of television advertisements, allowing
- Ad viewership metrics help advertisers assess the performance of their ad campaigns and
optimize future advertising strategies to maximize audience engagement and response.
13) **Channel Share**:

- Channel share measures the percentage of total viewership or audience share captured by a
particular television channel.
- It provides insights into the competitiveness and popularity of different television channels
among viewers.
- Channel share data helps advertisers identify high-performing channels with large audience
shares, guiding media planning and advertising investment decisions.
14) **Profile**:
- Profile analyzes the demographic characteristics of the audience reached by a media vehicle
or campaign.
- It provides valuable insights into the composition of the audience, including factors such as
age, gender, income, education, and interests.
- Audience profile data helps advertisers tailor their messaging and targeting strategies to
better resonate with their target demographics, improving campaign effectiveness and ROI.
15) **Selectivity Index**:
- The Selectivity Index measures the effectiveness of a media vehicle or campaign in reaching
a specific target audience compared to the total population.
- It helps advertisers identify media channels or campaigns that are most efficient in reaching
their desired audience segments.
- Selectivity Index data enables advertisers to optimize their media mix and allocation
strategies to maximize reach and engagement among their target audience while minimizing
waste.
16) **Benchmarking Matrix**:

- Benchmarking involves comparing the performance of advertising campaigns or media
vehicles against industry standards or competitors.
- A benchmarking matrix provides a structured framework for evaluating campaign
effectiveness and identifying areas for improvement.
- Key performance indicators (KPIs) such as reach, frequency, GRP, and ROI are often used
in benchmarking matrices to measure and compare campaign performance.
- By benchmarking against industry standards or competitors, advertisers can gain valuable
insights into their relative performance and identify opportunities to enhance their advertising
strategies.
17) **Gross Rating Points (GRP)**:

- GRP, or Gross Rating Points, is the total sum of the ratings achieved by a media schedule
over a specific period.
- It is calculated by multiplying the reach percentage by the frequency of exposure.
- GRP measures the overall impact and frequency of advertising exposure, providing a
standardized metric for comparing the effectiveness of different media campaigns.
- Advertisers use GRP to evaluate the reach and frequency of their campaigns and to make
informed decisions about media planning and budget allocation.
18) **Share of Voice (SOV)**:

- SOV, or Share of Voice, is the percentage of total advertising spending within a specific
- It measures the proportion of advertising presence that a brand or advertiser has compared
to competitors.
- SOV is an important metric for assessing brand visibility and market share, as brands with a
higher SOV are typically more top-of-mind among consumers.
- Advertisers use SOV to gauge their competitive position in the market and to adjust their
advertising strategies accordingly.
19) **Share of Market**:
- Share of Market measures the percentage of total sales or revenue captured by a particular
brand or product category within a specific market.
- It provides insights into a brand's market share relative to competitors and overall market
trends.
- Share of Market data helps advertisers understand their brand's performance in the market
and identify opportunities for growth and expansion.
- By tracking changes in Share of Market over time, advertisers can assess the effectiveness
of their marketing efforts and adjust their strategies to capitalize on emerging trends or
opportunities.
20) **Gross Impressions**:

- Gross Impressions represent the total number of times an advertisement is viewed or heard
by the target audience.
- It is calculated by multiplying the reach of the advertisement by the average frequency of
exposure.
- Gross Impressions provide a comprehensive measure of advertising exposure, accounting
for both the size of the audience reached and the frequency of ad exposure.
- Advertisers use Gross Impressions to assess the overall impact and effectiveness of their
advertising campaigns, helping them make informed decisions about media planning and
budget allocation.
21) **Print Metrics**:

- Print metrics refer to the measurement and analysis of advertising effectiveness in print
media, such as newspapers and magazines.
- These metrics include various measures of readership and circulation, such as Average
Issue Readership (AIR), Total Leadership, Claimed Leadership, and Sole Leadership.
- Print metrics help advertisers evaluate the reach and engagement of their print advertising
campaigns, allowing them to make data-driven decisions about ad placement and frequency.
- By analyzing print metrics, advertisers can optimize their print advertising strategies to
maximize audience reach and impact.
22) **Average Issue Readership (AIR)**:

- AIR is the average number of individuals who read or look at a single issue of a publication
within a specified period.
- It provides insights into the actual readership of print media, taking into account factors such
as pass-along readership and multiple readers per copy.
- Advertisers use AIR to assess the reach and engagement of print publications, helping them
make informed decisions about ad placement and budget allocation.
23) **Total & Claimed Leadership (Print Matrix)**:

- Total Leadership refers to the total number of individuals who read a publication, including
both primary and secondary readers.
- Claimed Leadership includes individuals who claim to have read a publication, providing an
estimate of the publication's reach based on self-reported data.
- These metrics help advertisers understand the potential audience reach and engagement of
print media, guiding decisions about ad placement and frequency.
24) **Sole Leadership (Print Matrix)**:

- Sole Leadership refers to individuals who exclusively read a particular publication without
reading any other competing publication.
- It indicates a high level of engagement and loyalty among readers, making them a valuable
target audience for advertisers.
- Advertisers use Sole Leadership metrics to identify highly engaged readership segments and
tailor their print advertising strategies to effectively reach and influence these audiences.
25) **OOH Matrix (Out-of-Home Matrix)**:

- The OOH Matrix analyzes exposure and audience reach for out-of-home advertising, such
as billboards, transit ads, and street furniture.
- It provides insights into the visibility and effectiveness of out-of-home advertisements,
helping advertisers make data-driven decisions about ad placement and creative strategies.
- OOH Matrix data enables advertisers to optimize their out-of-home advertising campaigns to
maximize audience reach and impact.
---
**Q1: Match the Column (5 marks)**

Match the terms in Column A with their corresponding descriptions in Column B.
1. OTS - j) Opportunity to see

2. Media Vehicle - i) Combination of media vehicles
3. Media Research - d) IRS
4. Media Mix - h) Umbrella term
5. Posters Billboards - g) OOH
6. BDI - c) How well the brand is performing
7. Frequency - b) No. of times prospect is exposed to a message
8. Target Market - a) Fixed market segment
9. Benchmarking Matrix - f) Specific Channel
10) Media - e) Channel Share
---
**Q2: Concepts (5 marks)**

Explain the following concepts briefly:
1. **Media Unit**:
- A media unit refers to a standardized measure used in media planning to quantify the
exposure of an advertisement to the target audience.
- It can vary depending on the media channel and the specific context of the advertising
campaign.
- For example, in television advertising, a media unit may represent a 30-second commercial
spot, while in print advertising, it may refer to a full-page ad or a column-inch space.
- Media units help advertisers compare the cost and effectiveness of different media channels
and formats when planning their campaigns.
2. **TRP (Television Rating Point)**:

- TRP is a metric used to measure the viewership of television programs and advertisements.
- It represents the percentage of the total target audience (typically expressed as a rating
point) that is tuned in to a particular program or advertisement during a specific time period.
- TRP is calculated by dividing the number of impressions (i.e., the total number of individuals
or households watching) by the total potential audience and multiplying by 100.
- TRP data helps advertisers evaluate the popularity and reach of TV programs and ads,
allowing them to make informed decisions about media buying, scheduling, and budget
allocation.
3. **Duplicate Reach**:
- Duplicate reach measures the extent to which the same individuals or households are
exposed to an advertisement through multiple media channels or exposures.
- It indicates the overlap in audience reach between different media vehicles or advertising
placements.
- Duplicate reach is calculated by comparing the total reach of each media channel
individually with the combined reach across all channels and subtracting the unduplicated
reach.
- Understanding duplicate reach helps advertisers assess the incremental impact of additional
media exposures on overall campaign reach and frequency.
4. **Stickiness Index**:
- The Stickiness Index measures the level of audience engagement and retention for a
particular media channel, program, or website.
- It indicates the ability of content to attract and retain viewers or visitors over time.
- A higher Stickiness Index suggests that content is compelling, relevant, and engaging,
leading to longer viewing or browsing sessions.
- Advertisers use the Stickiness Index to identify media properties with high audience
engagement and to optimize their media plans for maximum impact and effectiveness.
5. **CDI (Category Development Index)**:

- CDI measures the sales performance of a product category in a specific market relative to its
national average.
- It helps advertisers identify markets with high or low category potential and tailor their
marketing strategies accordingly.
- A CDI value above 100 indicates that the product category is overperforming in the local
market compared to the national average, while a value below 100 suggests underperformance.
- Advertisers use CDI data to prioritize marketing efforts, allocate resources, and capitalize on
market opportunities based on category demand and consumer behavior.
---
**Q3: Answer the following 2/3 (10 marks)**
1. **Question: Bring out the concept of Effective reach and frequency.**

- **Answer:** Effective reach refers to the percentage of the target audience exposed to a
message with enough frequency to have an impact, while effective frequency determines the
number of times an individual must be exposed to an advertisement within a specific time frame
for it to be effective.
- **Explanation:** Effective reach ensures that the message reaches a significant portion of
the target audience, while effective frequency ensures that the message is seen or heard
enough times to be remembered and acted upon.
- **Impact:** Achieving effective reach and frequency helps in maximizing the effectiveness
of advertising campaigns by increasing brand awareness, driving message retention, and
influencing consumer behavior.
- **Avoiding Overexposure:** Effective frequency helps in avoiding overexposure to
advertisements, which can lead to ad fatigue and diminishing returns on investment.
- **Measurement:** Media planners use various metrics and research methodologies to
determine the optimal balance between reach and frequency based on campaign objectives,
target audience characteristics, and media consumption habits.
- **Integration with Media Planning:** Effective reach and frequency considerations are
integral to media planning, guiding decisions related to media selection, scheduling, budget
allocation, and creative messaging.
2. **Question: Discuss the role of media planner.**

- **Answer:** Media planners are responsible for developing strategic media plans that align
with client objectives, target audience insights, and market dynamics.
- **Explanation:** They conduct in-depth research and analysis to understand the
demographics, preferences, and behavior of the target audience, helping to identify the most
effective media channels and messaging strategies.
- **Media Selection:** Media planners evaluate various media options, negotiate rates, and
select the most appropriate media channels and placements to reach the target audience
efficiently.
- **Budget Allocation:** They allocate advertising budgets across different media channels
and campaigns, ensuring optimal resource utilization and cost-effectiveness.
- **Campaign Optimization:** Media planners monitor campaign performance, analyze data,
and make optimization recommendations to maximize ROI and achieve campaign objectives.
- **Collaboration:** They collaborate closely with creative teams, media buyers, clients, and
other stakeholders to ensure seamless execution and alignment with overall marketing
strategies.
- **Market Research:** Media planners stay updated on industry trends, media consumption
patterns, and emerging technologies through market research and industry reports,
incorporating relevant insights into media planning decisions.
- **Measurement and Reporting:** They track key performance indicators, measure
campaign effectiveness, and prepare reports to evaluate the success of media campaigns and
inform future planning efforts.
3. **Question: Explain the relevance of Television viewership rating in media planning.**
- **Answer:** Television viewership ratings, such as TRP (Television Rating Point), provide
valuable insights into the popularity and reach of TV programs and advertisements among
different demographic segments.
- **Media Selection:** Media planners use TV ratings data to select the most appropriate
channels, programs, and time slots to reach their target audience effectively.
- **Reach and Frequency:** TV ratings help in estimating the potential reach and frequency
of television advertising campaigns, guiding decisions related to scheduling, frequency capping,
and budget allocation.
- **Cost Efficiency:** Television ratings enable advertisers to evaluate the cost-effectiveness
of TV advertising options, comparing the cost per rating point (CPP) or cost per thousand
impressions (CPM) across different channels and programs.
- **Competitive Analysis:** TV ratings data allow advertisers to assess the performance of
their ads relative to competitors and industry benchmarks, identifying opportunities for
improvement and differentiation.
- **Campaign Evaluation:** Media planners use TV ratings data to measure the effectiveness
of TV advertising campaigns, tracking changes in viewership trends, ad recall, brand
awareness, and purchase intent over time.
- **Media Mix Optimization:** TV ratings data inform decisions about media mix optimization,
helping advertisers balance investments across TV, digital, print, and other media channels to
maximize reach, engagement, and ROI.
QUESTION BANK
**Question 1: What are the features of mass communications?**
Mass communication refers to the process of transmitting information to a large audience

through various channels. Here are the key features of mass communications:
1. **Wide Audience Reach**: Mass communication channels have the ability to reach a vast and
diverse audience, spanning across geographical boundaries and demographic segments.
2. **One-to-Many Communication**: Mass communication involves the dissemination of

messages from a single source to multiple recipients simultaneously. This allows for efficient
transmission of information to a large audience.
3. **Impersonal Nature**: Mass communication channels often lack direct interaction between
the sender and receiver. Messages are typically broadcasted or published without personalized
feedback or dialogue.
4. **Selective Audience Targeting**: While mass communication reaches a broad audience, it

also allows for some degree of audience segmentation and targeting. Marketers can tailor
messages to specific demographic or psychographic groups within the larger audience.
5. **Use of Media**: Mass communication relies on various media channels such as television,
radio, print, digital platforms, and social media networks to disseminate information to the
audience.
6. **Feedback Mechanism**: Although mass communication is primarily one-way, feedback

mechanisms such as surveys, polls, and social media interactions allow receivers to respond to
messages and express their opinions.
7. **Influence on Public Opinion**: Mass communication has the power to shape public opinion,
influence attitudes, and mobilize individuals towards specific actions or causes.
8. **Gatekeeping**: Mass media outlets serve as gatekeepers, controlling the flow of information
and selecting which stories to cover or prioritize. This editorial process impacts the
agenda-setting function of mass communication.
9. **Synchronization of Messages**: Mass communication channels enable the synchronization

of messages across different regions and time zones, allowing for simultaneous delivery of
content to a global audience.
10. **Influence of Technology**: Advances in technology have transformed mass

communication, enabling faster, more interactive, and multimedia-rich content delivery through
digital platforms and mobile devices.
These features highlight the unique characteristics and impact of mass communication on
society, culture, and individual behavior.
---
**Question 2: What is the scope of media planning?**
The scope of media planning encompasses a wide range of activities and considerations aimed
at developing effective strategies for reaching target audiences and achieving advertising
objectives. Here are the key components of the scope of media planning:
1. **Audience Analysis**: Media planners conduct comprehensive research to understand the

demographics, psychographics, behaviors, and preferences of the target audience. This
includes analyzing data on consumer habits, media consumption patterns, and market trends.
2. **Media Selection**: Based on audience insights, media planners evaluate various media
channels and platforms to determine the most appropriate ones for reaching the target audience
effectively. This may include traditional channels such as television, radio, print, as well as
digital and social media platforms.
3. **Budget Allocation**: Media planners work within budget constraints to allocate resources
across different media channels and campaigns. This involves optimizing media investments to
maximize reach, frequency, and impact while minimizing costs.
4. **Media Buying and Negotiation**: Media planners negotiate with media vendors, publishers,
and agencies to secure favorable rates, placements, and ad positions. This includes negotiating
prices, securing discounts, and ensuring optimal placement for advertising messages.
5. **Campaign Scheduling**: Media planners develop detailed schedules for ad placements,

taking into account factors such as timing, frequency, and seasonality. This ensures that ads are
delivered at the right time and frequency to reach the target audience effectively.
6. **Performance Monitoring**: Media planners track and analyze the performance of media
campaigns in real-time, using metrics such as reach, frequency, GRP (Gross Rating Points),
impressions, and engagement. This allows for continuous optimization and adjustment of media
strategies to improve campaign effectiveness.
7. **Integration with Marketing Objectives**: Media planning aligns closely with overall
marketing objectives and strategies. Media planners collaborate with marketing teams to ensure
that media plans support broader marketing goals such as brand awareness, lead generation,
sales growth, and customer engagement.
8. **Measurement and Evaluation**: Media planners measure the effectiveness of media

campaigns through post-campaign analysis and evaluation. This includes assessing key
performance indicators (KPIs), analyzing ROI (Return on Investment), and identifying areas for
improvement or optimization.
9. **Market Research and Insights**: Media planning involves leveraging market research data,
industry insights, and consumer trends to inform media strategies and decision-making. This
includes staying abreast of market developments, competitor activities, and emerging media
trends.
10. **Ethical Considerations**: Media planners adhere to ethical standards and industry
guidelines in developing media strategies and campaigns. This includes ensuring transparency,
accuracy, and integrity in advertising practices, as well as respecting consumer privacy and
rights.
The scope of media planning is dynamic and multidimensional, encompassing a range of

strategic, tactical, and analytical activities aimed at maximizing the effectiveness and efficiency
of advertising campaigns.
---
**3. Elements of Media Planning:**
Media planning involves several key elements that contribute to the development and execution
of successful advertising campaigns. These elements include:
1. **Objective Setting:** Defining clear and measurable advertising objectives is the first step in
media planning. Objectives may include increasing brand awareness, driving sales, launching a
new product, or targeting a specific audience segment.
2. **Target Audience Analysis:** Identifying the target audience is crucial for effective media
planning. This involves analyzing demographic, geographic, psychographic, and behavioral
characteristics of the audience to ensure that the media plan reaches the right people with the
right message.
3. **Media Selection:** Choosing the most appropriate media channels and platforms to reach
the target audience effectively. Factors such as reach, frequency, cost, audience demographics,
media habits, and advertising objectives are considered during media selection.
4. **Budget Allocation:** Determining the advertising budget and allocating resources

strategically across different media channels to achieve maximum reach, frequency, and impact
within budget constraints.
5. **Message Development:** Crafting compelling and persuasive advertising messages that

resonate with the target audience and communicate the brand's value proposition effectively.
Messages should be tailored to each media channel and aligned with campaign objectives.
6. **Media Buying:** Negotiating and purchasing advertising space or airtime from media outlets
at optimal rates and placements to maximize exposure and ROI. This involves considering
factors such as audience delivery, media rates, ad placement, and timing.
7. **Campaign Monitoring and Optimization:** Continuously monitoring the performance of

advertising campaigns in real-time and analyzing key metrics such as reach, frequency, GRP,
impressions, click-through rates, and conversion rates. Optimization involves making
data-driven adjustments to media strategies and tactics to maximize campaign effectiveness
and ROI.
8. **Evaluation and Reporting:** Assessing the overall effectiveness and impact of the
advertising campaign against predetermined objectives. This involves analyzing campaign
performance metrics, identifying strengths and weaknesses, and generating insights for future
campaigns. A comprehensive report is prepared to document the campaign's success and
provide recommendations for improvement.
By integrating these elements into the media planning process, advertisers can develop
strategic and data-driven media plans that effectively reach the target audience, deliver the
intended message, and achieve desired advertising objectives.
**4. Role of Media in Business:**
Media plays a crucial role in business across various aspects, contributing to brand
development, customer engagement, market communication, revenue generation, and strategic
decision-making. Here's an elaboration:
- **Brand Promotion:** Media channels serve as powerful platforms for promoting brand
awareness, visibility, and recognition among target audiences. Through advertisements,
sponsorships, and branded content, businesses can create a strong brand presence in the
market and differentiate themselves from competitors.
- **Customer Engagement:** Media enables businesses to engage with customers through

interactive content, social media interactions, and personalized communications. By fostering
meaningful connections and dialogue with customers, businesses can build brand loyalty,
advocacy, and long-term relationships.
- **Market Communication:** Media channels facilitate communication between businesses and

their target markets, conveying information about products, services, promotions, and events.
Effective communication helps businesses stay relevant, inform consumers about offerings,
address customer needs, and influence purchase decisions.
- **Lead Generation:** Media campaigns play a crucial role in generating leads and inquiries
from potential customers. By reaching out to target audiences through targeted advertising and
promotional activities, businesses can attract prospects, stimulate interest, and encourage them
to take action, such as visiting a website, making a purchase, or requesting more information.
- **Market Research:** Media channels provide valuable insights into market trends, consumer
preferences, competitor strategies, and industry developments. Through media monitoring,
social listening, and audience analytics, businesses can gather actionable intelligence to inform
strategic decision-making, product development, and marketing strategies.
- **Crisis Management:** Media plays a vital role in managing crises and reputational issues for
businesses. In times of crisis, effective communication through media channels allows
businesses to address concerns, respond to inquiries, and mitigate negative publicity, thereby
safeguarding brand reputation and maintaining stakeholder trust.
- **Revenue Generation:** For media companies, advertising revenue is a significant source of

income, supporting the production and distribution of content across various platforms. By
investing in advertising space or airtime, businesses can reach a wider audience, increase
brand visibility, and drive sales, contributing to revenue growth and profitability.
Overall, media serves as a strategic tool for businesses to communicate with stakeholders, build
brand equity, drive sales, and achieve business objectives in a competitive marketplace.
**5. Media Planning Process:**
The media planning process is a systematic approach to developing and executing advertising
campaigns effectively. It involves several sequential steps aimed at maximizing the reach,
frequency, and impact of marketing messages. Here's an elaboration of the media planning
process:
1. **Market Analysis:**
- Conduct thorough research to understand the target market, including demographic,
geographic, psychographic, and behavioral characteristics.
- Analyze market trends, competitor strategies, consumer behavior, media consumption
habits, and industry developments.
- Identify opportunities and challenges in the market landscape to inform media planning
decisions.
2. **Objective Setting:**
- Define clear and measurable advertising objectives aligned with overall marketing goals.
Objectives may include increasing brand awareness, driving sales, launching a new product, or
targeting specific audience segments.
- Ensure that objectives are specific, achievable, relevant, and time-bound (SMART criteria).
3. **Target Audience Identification:**

- Segment the target audience based on relevant criteria such as age, gender, income,
lifestyle, interests, and purchasing behavior.
- Develop detailed audience personas to understand their needs, preferences, motivations,
and media consumption habits.
- Determine the primary and secondary target audience segments to tailor media strategies
accordingly.
4. **Media Selection:**
- Evaluate various media channels and platforms to determine the most effective ones for
reaching the target audience.
- Consider factors such as reach, frequency, cost, audience demographics, media habits,
competitive landscape, and advertising objectives.
- Choose a mix of traditional and digital media channels, including television, radio, print,
outdoor, online, social media, and mobile, to maximize campaign reach and impact.
5. **Budget Allocation:**
- Determine the advertising budget available for the campaign based on overall marketing
objectives, financial resources, and ROI expectations.
- Allocate budget strategically across different media channels and tactics to optimize reach,
frequency, and effectiveness.
- Consider factors such as media rates, production costs, creative expenses, agency fees,
and campaign duration when allocating budget.
6. **Message Development:**
- Develop compelling and persuasive advertising messages that resonate with the target
audience and communicate the brand's value proposition effectively.
- Ensure that messages are consistent, relevant, engaging, and aligned with campaign
objectives and brand identity.
- Tailor messages to each media channel and platform to maximize impact and audience
engagement.
7. **Media Buying:**
- Negotiate and purchase advertising space or airtime from media outlets at optimal rates and
placements to maximize exposure and ROI.
- Consider factors such as audience delivery, media rates, ad placement, timing, and
negotiation leverage when buying media.
- Ensure that media buys are aligned with campaign objectives, target audience, and budget
constraints.
8. **Campaign Monitoring and Optimization:**

- Monitor the performance of advertising campaigns in real-time using key metrics such as
reach, frequency, GRP, impressions, click-through rates, conversion rates, and cost per
acquisition (CPA).
- Analyze campaign data to identify trends, opportunities, and areas for improvement.
- Optimize media strategies and tactics based on insights gathered from campaign
performance to maximize effectiveness and ROI.
- Make data-driven adjustments to media plans, creative messaging, targeting parameters,
and budget allocations as needed throughout the campaign duration.
9. **Evaluation and Reporting:**

- Evaluate the overall effectiveness and impact of the advertising campaign against
predetermined objectives.
- Analyze campaign performance metrics, including reach, frequency, GRP, impressions,
engagement, conversion, and ROI.
- Prepare comprehensive reports to document campaign results, insights, learnings, and
recommendations for future campaigns.
- Use findings from campaign evaluation to inform strategic decision-making, refine media
planning strategies, and optimize future advertising efforts.
By following these steps, media planners can develop strategic and data-driven media plans
that effectively reach the target audience, deliver the intended message, and achieve desired
advertising objectives.
**6. Concepts:**
In media planning, several key concepts play a crucial role in understanding and optimizing
advertising campaigns. Here's an explanation of each concept:
1. **Reach:**
- Reach refers to the total number or percentage of unique individuals or households exposed
to an advertising message within a specified time period.
- It indicates the breadth of audience coverage and represents the potential size of the
campaign's audience.
2. **Frequency:**
- Frequency measures the average number of times individuals or households within the
target audience are exposed to an advertising message during a given time period.
- It reflects the depth or repetition of message exposure and influences message retention and
recall among the audience.
3. **GRP (Gross Rating Points):**

- GRP is a measure used to evaluate the overall impact or intensity of an advertising
campaign.
- It is calculated by multiplying the reach of the campaign (expressed as a percentage of the
target audience) by the average frequency of exposure.
4. **CDI (Category Development Index):**

- CDI compares the sales performance of a product category in a specific market relative to its
average performance across all markets.
- It helps advertisers identify markets with high or low category potential for targeting
advertising efforts.
5. **Pulsing:**
- Pulsing refers to a media scheduling strategy that combines continuous advertising with
intermittent bursts of increased advertising activity.
- It allows advertisers to maintain a consistent presence in the market while also capitalizing
on peak demand periods or promotional opportunities.
6. **CPRP (Cost per Rating Point):**

- CPRP measures the cost efficiency of an advertising campaign by calculating the cost of
reaching one rating point (GRP) in a specific media vehicle or channel.
- It helps advertisers compare the relative cost-effectiveness of different media options and
optimize media allocations within budget constraints.
7. **CIB Listenership:**
- CIB Listenership refers to the audience measurement metric used to assess the listenership
of radio programs or stations.
- It provides insights into the reach, audience demographics, and listening habits of radio
audiences, guiding media planning decisions.
8. **TRP (Television Rating Point):**

- TRP is a metric used to measure the viewership of television programs or commercials.
- It represents the percentage of the target audience (typically expressed as a percentage of
households or individuals) tuned in to a particular program or ad during a specific time period.
9. **ADMAR:**
- ADMAR stands for Advertising Market Research and refers to the process of conducting
research to gather insights into market trends, consumer behavior, competitive landscape, and
advertising effectiveness.
- It helps advertisers make informed decisions about media planning, message development,
and campaign optimization.
Understanding these concepts is essential for media planners to develop effective media
strategies, optimize media plans, and evaluate campaign performance accurately.
**7. Factors Considered While Selecting a Media Mix:**
When selecting a media mix for an advertising campaign, media planners consider various
factors to ensure optimal reach, frequency, and impact. Here are the key factors:
1. **Target Audience Profile:**

- Understanding the demographic, psychographic, and behavioral characteristics of the target
audience is essential for selecting media channels that align with their preferences and media
consumption habits.
2. **Media Consumption Patterns:**

- Analyzing how the target audience consumes media helps determine the most effective
channels for reaching them. Factors such as preferred media formats, devices, platforms, and
timeslots influence media selection.
3. **Reach and Frequency Requirements:**

- Assessing the desired reach (total audience exposure) and frequency (number of exposures
per individual) helps determine the media mix needed to achieve campaign objectives while
minimizing waste and duplication.
4. **Budget Constraints:**
- Considering the available advertising budget is crucial for determining the affordability and
feasibility of different media options. Media planners allocate budget strategically to maximize
reach and impact within budget constraints.
5. **Media Efficiency and Effectiveness:**

- Evaluating the cost-effectiveness and performance metrics of each media channel (e.g.,
CPM, CPP, CPRP, ROI) helps identify the most efficient channels for delivering desired
outcomes and maximizing ROI.
6. **Brand and Campaign Objectives:**

- Aligning media selection with brand objectives and campaign goals ensures that the chosen
channels are capable of delivering the desired message to the target audience and achieving
specific outcomes (e.g., brand awareness, lead generation, sales).
7. **Competitive Landscape:**
- Analyzing competitors' media strategies and presence helps identify opportunities for
differentiation and positioning. Media planners may choose channels where competitors are
underrepresented or leverage competitor insights to refine their own media mix.
8. **Media Availability and Reach Potential:**

- Assessing the availability and reach potential of media channels in the target market helps
determine the feasibility and scalability of the media mix. Media planners prioritize channels with
high reach potential and sufficient inventory availability.
9. **Seasonality and Timing:**
- Considering seasonal fluctuations, consumer behavior trends, and timing factors (e.g.,
holidays, events, product launches) helps optimize media planning strategies and capitalize on
peak demand periods or promotional opportunities.
10. **Media Synergy and Integration:**

- Integrating multiple media channels synergistically enhances campaign effectiveness and
reinforces brand messages across different touchpoints. Media planners strive for cohesive and
integrated media plans that leverage the strengths of each channel.
By carefully considering these factors, media planners can develop a well-balanced and
optimized media mix that effectively reaches the target audience, delivers the intended
message, and achieves campaign objectives.
**8. Factors Influencing Media Planning Decision:**
Media planning decisions are influenced by various internal and external factors that impact the
effectiveness and efficiency of advertising campaigns. Here are the key factors:
1. **Target Audience Characteristics:**

- Understanding the demographic, psychographic, and behavioral attributes of the target
audience is crucial for selecting media channels that effectively reach and resonate with them.
2. **Market Conditions:**
- Market dynamics, including economic conditions, industry trends, competitive landscape,
and consumer preferences, influence media planning decisions. Media planners adapt
strategies to capitalize on market opportunities and mitigate challenges.
3. **Advertising Objectives:**
- Clear and specific advertising objectives guide media planning decisions. Whether the goal
is to build brand awareness, drive sales, launch a new product, or target a specific audience
segment, media plans are tailored to achieve desired outcomes.
4. **Budget Constraints:**
- Available advertising budget constraints influence media planning decisions, impacting the
selection of media channels, allocation of resources, and negotiation of media buys. Media
planners seek to maximize reach and impact within budget limitations.
5. **Media Reach and Frequency:**

- Evaluating the reach (total audience exposure) and frequency (number of exposures per
individual) of media channels helps determine their effectiveness in delivering campaign
messages to the target audience. Media planners aim for optimal reach and frequency levels to
maximize campaign impact.
6. **Media Consumption Trends:**
- Analyzing media consumption trends, including changes in audience preferences,
technology adoption, and content consumption habits, informs media planning decisions. Media
planners adapt strategies to align with evolving media consumption patterns.
7. **Competitor Analysis:**
- Monitoring competitors' media strategies, presence, and messaging helps identify market
trends, opportunities, and areas for differentiation. Media planners leverage competitive insights
to refine their own media plans and gain a competitive edge.
8. **Creative Considerations:**
- Aligning media planning decisions with creative considerations, such as message format,
tone, and style, ensures cohesive and integrated campaigns. Media planners collaborate with
creative teams to develop media strategies that complement creative concepts and objectives.
9. **Regulatory and Legal Considerations:**

- Compliance with regulatory requirements, advertising standards, and industry guidelines
influences media planning decisions. Media planners ensure that campaigns adhere to relevant
regulations and ethical standards to avoid legal risks and maintain brand reputation.
10. **Media Effectiveness Metrics:**

- Evaluating media effectiveness metrics, such as GRP, reach, frequency, impressions,
engagement, and ROI, informs media planning decisions. Media planners prioritize channels
and tactics that deliver the best performance and align with campaign objectives.
By considering these factors, media planners can develop strategic and data-driven media
plans that effectively reach the target audience, deliver the intended message, and achieve
advertising objectives.
**9. Role of Media Planner:**
A media planner plays a pivotal role in the advertising process, responsible for developing
strategic media plans that effectively reach the target audience and achieve campaign
objectives. Here's an elaboration of the role of a media planner:
1. **Market Research and Analysis:**

- Conducting comprehensive market research to understand the target audience, market
trends, competitive landscape, and media consumption habits.
- Analyzing data and insights to identify opportunities, challenges, and key factors influencing
media planning decisions.
2. **Media Strategy Development:**

- Developing strategic media plans aligned with brand objectives, target audience
characteristics, and advertising goals.
- Selecting the most appropriate media channels, platforms, and tactics to maximize reach,
frequency, and impact within budget constraints.
3. **Audience Segmentation and Targeting:**

- Segmenting the target audience based on demographic, psychographic, and behavioral
factors to identify the most relevant and responsive audience segments.
- Tailoring media strategies and messaging to resonate with each audience segment and
optimize campaign effectiveness.
4. **Media Buying and Negotiation:**

- Negotiating with media vendors to secure optimal rates, placements, and deals that
maximize campaign reach and ROI.
- Managing media budgets effectively and optimizing media buys to ensure efficient allocation
of resources across different channels.
5. **Campaign Execution and Management:**

- Overseeing the execution and implementation of media plans, including scheduling,
trafficking, and monitoring of advertising placements.
- Coordinating with creative teams, media vendors, and other stakeholders to ensure
seamless campaign execution and delivery of campaign assets.
6. **Performance Monitoring and Optimization:**

- Monitoring campaign performance in real-time using key metrics such as reach, frequency,
GRP, impressions, and engagement.
- Analyzing data and insights to identify trends, opportunities, and areas for optimization.
- Making data-driven adjustments to media strategies, tactics, and budgets to maximize
campaign effectiveness and ROI.
7. **Campaign Evaluation and Reporting:**

- Evaluating the overall effectiveness and impact of advertising campaigns against
predetermined objectives.
- Generating comprehensive reports to document campaign results, insights, learnings, and
recommendations for future campaigns.
- Providing insights and recommendations to stakeholders to inform strategic decision-making
and improve future media planning efforts.
8. **Industry Knowledge and Innovation:**

- Staying abreast of industry trends, emerging technologies, and best practices in media
planning and advertising.
- Innovating and experimenting with new media channels, platforms, and tactics to drive
innovation and competitive advantage.
In summary, a media planner plays a multifaceted role in the advertising process, combining
strategic thinking, analytical skills, creativity, and industry knowledge to develop and execute
effective media plans that achieve desired outcomes for brands and advertisers.
**10. Sources of Media Research:**
Media research provides valuable insights and data that inform media planning decisions and
advertising strategies. Various sources contribute to media research, offering information about
audience demographics, media consumption habits, market trends, and advertising
effectiveness. Here are some key sources of media research:
1. **ABC (Audit Bureau of Circulations):**

- ABC provides verified circulation figures for print publications, including newspapers,
magazines, and journals.
- Media planners use ABC data to assess the reach and distribution of print media and make
informed decisions about advertising placements.
2. **IRS (Indian Readership Survey):**

- IRS is a comprehensive study conducted by the Media Research Users Council (MRUC) that
provides readership data for newspapers and magazines in India.
- It offers insights into readership demographics, readership habits, and publication
preferences, helping media planners understand the audience profile and consumption patterns.
3. **Businessmen Leadership Survey:**

- Businessmen Leadership Survey is a research study focused on business leaders and
decision-makers, providing insights into their media consumption habits, preferences, and
attitudes.
- Media planners use this data to tailor advertising strategies and messages to effectively
reach and engage business audiences.
4. **TRP (Television Rating Point):**
- TRP data measures the viewership of television programs and commercials, indicating the
popularity and reach of TV content.
- It helps media planners evaluate the performance of TV channels and programs, select
advertising slots, and optimize media investments for maximum impact.
5. **NTS (National Television Audience Measurement):**

- NTS is a television audience measurement system that provides data on TV viewership,
audience demographics, and program ratings.
- Media planners use NTS data to understand TV audience behavior, identify viewing trends,
and optimize advertising strategies for better reach and engagement.
6. **AdEx (Advertising Expenditure):**

- AdEx tracks advertising expenditure across different media channels, including television,
print, radio, digital, and outdoor.
- It offers insights into industry-wide advertising trends, spending patterns, and competitive
analysis, helping media planners benchmark their campaigns and allocate budgets effectively.
7. **AdMAS (Advertising Monitoring and Analytics System):**

- AdMAS is a monitoring and analytics tool that tracks advertising campaigns across various
media channels.
- It provides real-time data on ad placements, impressions, reach, frequency, and performance
metrics, enabling media planners to monitor campaign effectiveness and optimize strategies on
the fly.
8. **Reach and Coverage Studies:**

- Reach and coverage studies measure the reach and coverage of media channels, including
television, radio, print, and digital platforms.
- These studies help media planners understand the audience reach of different media options
and select channels that offer maximum exposure to the target audience.
9. **CIB (Continuous Internet Broadcast):**

- CIB measures internet radio listenership and streaming data, providing insights into online
audio consumption habits.
- Media planners use CIB data to understand digital audio trends, audience demographics,
and advertising opportunities in the online audio space.
By leveraging data from these sources, media planners can make informed decisions, optimize
media plans, and develop advertising strategies that effectively reach and engage target
audiences across various media channels.
UNIT 4 -
**1. Cumulative Reach:**
Cumulative reach, also known as unduplicated reach, refers to the total number or percentage
of unique individuals within a target audience who are exposed to an advertising message over
a specified period, typically a campaign duration. Unlike gross reach, which counts all
exposures regardless of duplication, cumulative reach accounts for overlap or duplication
among different media channels or ad placements.
Elaboration:
- Cumulative reach provides a more accurate representation of the actual audience reached by
an advertising campaign by accounting for individuals who may have been exposed to the
message multiple times through different channels.
- It is calculated by combining the reach of each media channel or ad placement while
eliminating duplicates to avoid inflating the audience size.
- Cumulative reach helps advertisers understand the extent to which their campaign messages
are penetrating the target audience and reaching unique individuals.
- Media planners use cumulative reach to assess the incremental impact of additional media
channels or tactics on expanding audience reach beyond the initial exposure.
**2. Discrete Reach:**
Discrete reach, also known as unique reach or net reach, refers to the number or percentage of
individuals within a target audience who are exposed to an advertising message only once
during a specified period, typically a campaign duration. Unlike cumulative reach, which
accounts for all exposures, discrete reach focuses specifically on unique or non-duplicated
exposures.
Elaboration:
- Discrete reach provides insights into the number of distinct individuals reached by an
advertising campaign, without counting repeated exposures.
- It helps advertisers understand the breadth of their audience reach and the proportion of
unique individuals who have been exposed to the campaign message.
- Discrete reach is calculated by identifying and counting individuals who have been exposed to
the campaign message only once, regardless of the media channel or ad placement.
- Media planners use discrete reach to evaluate the efficiency of their media strategies in
reaching a broad and diverse audience without excessive duplication.
- By optimizing media plans to maximize discrete reach, advertisers can ensure that their
messages are effectively reaching new and unique individuals within the target audience.
**3. Average Opportunity to See (OTS):**
Average Opportunity to See (OTS) is a metric used in media planning to measure the average
number of times an individual within the target audience has the opportunity to see an
advertising message during a specified period, typically a campaign duration. OTS provides
insights into the frequency of exposure to the campaign message across the target audience.
Elaboration:
- OTS helps advertisers gauge the level of exposure their campaign messages receive among
the target audience, providing insights into message repetition and potential impact.
- It is calculated by dividing the total number of opportunities to see the ad (impressions) by the
total number of individuals within the target audience.
- OTS considers all potential exposures to the ad, regardless of whether the individual actually
sees or recalls the message, providing a measure of exposure intensity.
- Media planners use OTS to optimize frequency levels in media plans, ensuring that the
campaign message is seen often enough to create awareness and recall without overwhelming
the audience with excessive repetition.
- By balancing OTS with reach, media planners can achieve an optimal exposure level that
maximizes message retention and campaign effectiveness.
**4. Stickiness Index:**
The Stickiness Index is a metric used to measure the level of engagement or "stickiness" of a
website, app, or other digital platform. It quantifies the extent to which users remain on the
platform and interact with its content, indicating the platform's ability to retain users and capture
their attention.
Elaboration:
- The Stickiness Index is calculated by dividing the average time spent on the platform by the
average session duration or visit duration.
- A higher Stickiness Index indicates that users spend more time engaging with the platform's
content, suggesting a higher level of user satisfaction, relevance, and interest.
- Media planners and digital marketers use the Stickiness Index to evaluate the effectiveness of
digital platforms in retaining users and driving engagement.
- Platforms with a high Stickiness Index are considered more attractive for advertising
placements, as they offer advertisers the opportunity to reach a highly engaged and attentive
audience.
- By analyzing the Stickiness Index of different digital platforms, media planners can prioritize
placements on platforms that offer the greatest potential for audience engagement and
interaction.
**5. Radio Metrics:**
Radio metrics are measurement tools and techniques used to evaluate the performance and
effectiveness of radio advertising campaigns. These metrics provide insights into audience
reach, frequency, engagement, and impact, helping advertisers assess the ROI of their radio
advertising investments.
Elaboration:
- **Arbitron Radio Rating:** Arbitron Radio Rating, now known as Nielsen Audio, is a leading
audience measurement service that provides radio ratings data, including audience
demographics, listening habits, and market share.
- **CIB Listenership:** Continuous Internet Broadcast (CIB) Listenership is a metric used to

measure internet radio listenership and streaming data. It offers insights into online audio
consumption habits, audience demographics, and listening preferences.
- **TRP (Television Rating Point):** While TRP is primarily associated with television, it can also
be used as a radio metric in some contexts. TRP measures the percentage of the target
audience (typically expressed as a percentage of households or individuals) tuned in to a
particular radio program or ad during a specific time period.
- **Stickiness Index:** As mentioned earlier, the Stickiness Index can also be applied to radio
platforms to measure user engagement and retention. A high Stickiness Index for a radio station
or program indicates that listeners spend more time tuned in and engaged with the content.
- **Ad Viewership:** Ad viewership metrics for radio measure the number of listeners who are
exposed to radio advertisements. This includes metrics such as reach (the total number of
listeners exposed to the ad) and frequency (the average number of times listeners are exposed
to the ad).
- **Engagement Metrics:** Radio engagement metrics assess listener interaction and response
to radio advertisements. This may include metrics such as call-ins, website visits, social media
mentions, and other forms of listener engagement generated by radio ads.
Radio metrics provide advertisers and media planners with valuable insights into the
performance of radio advertising campaigns, helping them optimize strategies, allocate budgets
effectively, and maximize ROI.
**6. Traffic Audit Bureau (TAB):**
The Traffic Audit Bureau (TAB) is an organization that provides audience measurement and
verification services for out-of-home (OOH) advertising campaigns. TAB's primary role is to
ensure transparency, accountability, and standardization in OOH advertising measurement
through the auditing and certification of audience data.
Elaboration:
- **Audience Measurement:** TAB collects and analyzes data on OOH advertising placements,
including billboards, transit ads, and street furniture, to measure audience exposure and reach.
This data helps advertisers understand the potential impact of their OOH campaigns on target
audiences.
- **Verification and Certification:** TAB conducts audits of OOH media companies and their
audience measurement methodologies to verify the accuracy and reliability of audience data.
Companies that meet TAB's standards receive certification, providing assurance to advertisers
and agencies.
- **Methodology Development:** TAB collaborates with industry stakeholders to develop

standardized methodologies and best practices for OOH audience measurement. This includes
defining measurement metrics, sampling techniques, and data collection methodologies to
ensure consistency and reliability.
- **Data Reporting:** TAB provides reports and insights based on audience measurement data,
including audience demographics, traffic patterns, and exposure levels. Advertisers and
agencies use this information to evaluate the effectiveness of their OOH campaigns and make
data-driven decisions.
- **Industry Advocacy:** TAB advocates for the OOH advertising industry by promoting the value
and effectiveness of OOH advertising, educating stakeholders about audience measurement
standards and practices, and addressing industry challenges and concerns.
- **Innovation and Technology:** TAB continually explores new technologies and methodologies
to enhance OOH audience measurement capabilities. This includes leveraging mobile tracking,
GPS data, and digital signage analytics to improve the accuracy and granularity of audience
measurement.
- **Transparency and Accountability:** TAB prioritizes transparency and accountability in OOH

audience measurement, providing advertisers and agencies with access to audited data,
methodologies, and certifications to ensure confidence and trust in OOH advertising
investments.
Overall, TAB plays a critical role in ensuring the integrity and credibility of OOH audience
measurement, facilitating informed decision-making and accountability within the OOH
advertising ecosystem.
**7. Share of Voice (SOV):**
Share of Voice (SOV) is a metric used in advertising to assess a brand's presence or share of
advertising within a specific market or industry. SOV represents the proportion of total
advertising spending or exposure that a brand contributes compared to its competitors.
Elaboration:
- **Calculation:** SOV is calculated by dividing a brand's advertising spending or exposure by
the total advertising spending or exposure within a market or industry segment. It is typically
expressed as a percentage.
- **Competitive Benchmarking:** SOV allows advertisers to compare their brand's advertising

presence relative to competitors within the same market or industry. A higher SOV indicates a
greater share of advertising voice compared to competitors.
- **Brand Visibility:** SOV provides insights into a brand's visibility and prominence in the
marketplace. Brands with a higher SOV are more likely to capture audience attention and
influence consumer perceptions.
- **Market Share Correlation:** SOV is often correlated with market share, as brands that invest
more in advertising tend to achieve higher brand awareness, consideration, and market
penetration. However, other factors such as product quality, pricing, and distribution also
influence market share.
- **Campaign Effectiveness:** Monitoring changes in SOV over time helps advertisers assess
the effectiveness of their advertising campaigns and track competitive dynamics within the
market. A sudden increase or decrease in SOV may indicate shifts in advertising strategy or
market conditions.
- **Strategic Planning:** SOV insights inform strategic decisions regarding advertising budget
allocation, media planning, and competitive positioning. Advertisers may adjust their advertising
investments to maintain or increase their share of voice relative to competitors.
- **Media Buying Strategy:** Advertisers may leverage SOV data to negotiate media buying
deals and secure favorable advertising placements. A higher SOV may command premium
media rates or priority placement opportunities.
- **Brand Equity:** Consistently maintaining a strong SOV can contribute to the development of
brand equity and market leadership perceptions. Consumers may perceive brands with a
dominant share of voice as industry leaders or category authorities.
Overall, Share of Voice (SOV) provides advertisers with valuable insights into their brand's
competitive positioning and advertising effectiveness within the marketplace, informing strategic
decisions and driving brand visibility and growth.
**8. Gross Impressions (GI):**
Gross Impressions (GI) is a metric used in advertising to quantify the total number of
opportunities for exposure to an advertising message within a given target audience. It
represents the cumulative sum of all impressions generated by an advertising campaign across
various media channels and placements.
Elaboration:
- **Definition:** Gross Impressions measure the total number of times an advertising message is
potentially seen by individuals within the target audience. It accounts for all potential exposures,
regardless of whether the message is actually seen or acknowledged.
- **Calculation:** GI is calculated by multiplying the total audience reach (expressed in terms of

individuals or households) by the average frequency of exposure (the number of times the
message is seen per individual).
- **Total Exposure:** GI provides advertisers with an estimate of the total exposure generated
by an advertising campaign, reflecting the overall reach and frequency of message delivery.
- **Media Planning:** Media planners use GI to evaluate the scale and impact of advertising
campaigns across different media channels and platforms. It helps assess the effectiveness of
media strategies in reaching the target audience and generating exposure.
- **Comparison and Benchmarking:** GI enables advertisers to compare the exposure levels of

different campaigns, media plans, or advertising tactics. It serves as a benchmark for evaluating
the relative effectiveness of advertising efforts.
- **Budget Allocation:** GI data informs decisions regarding advertising budget allocation and
resource prioritization. Advertisers may allocate more resources to campaigns or channels with
higher GI to maximize overall exposure and impact.
- **Audience Reach Optimization:** By analyzing GI data, advertisers can identify opportunities

to optimize audience reach and frequency distribution. Adjustments to media plans or
messaging strategies may be made to enhance campaign effectiveness and efficiency.
- **ROI Measurement:** GI data contributes to the measurement of advertising ROI by

quantifying the total exposure generated relative to campaign costs. It provides a basis for
assessing the cost-effectiveness of advertising investments and optimizing future campaigns.
- **Cross-Media Comparisons:** GI facilitates comparisons between different media channels
and platforms by standardizing exposure metrics. Advertisers can evaluate the contribution of
each channel to overall campaign reach and identify opportunities for cross-media optimization.
Overall, Gross Impressions (GI) serve as a fundamental metric in advertising measurement,

providing insights into campaign exposure, reach, and effectiveness across various media
channels and placements.
**9. Selectivity Index:**
The Selectivity Index is a metric used in media planning to assess the degree of alignment
between a specific media channel or vehicle and the target audience. It measures the relative
concentration of the target audience within the audience reached by a particular media option.
Elaboration:
- **Definition:** The Selectivity Index quantifies the extent to which a media option effectively
reaches the desired target audience compared to the total population or a broader demographic
group.
- **Calculation:** The Selectivity Index is calculated by dividing the percentage of the target
audience reached by the media option by the percentage of the total population or a reference
demographic group represented by the media option.
- **High Selectivity:** A high Selectivity Index indicates that the media option is highly
concentrated with the target audience relative to the overall population. It suggests that the
media option is well-suited for reaching the desired audience segment effectively.
- **Low Selectivity:** Conversely, a low Selectivity Index suggests that the media option reaches
a more diverse audience, including individuals outside the target demographic. While it may still
deliver some exposure to the target audience, it may be less efficient in reaching specific
audience segments.
- **Target Audience Alignment:** Media planners use the Selectivity Index to evaluate the
alignment between media options and the target audience profile. Media options with higher
Selectivity Index values are preferred for reaching niche or specialized audience segments.
- **Media Planning Optimization:** By analyzing the Selectivity Index of different media options,
advertisers can optimize media plans to prioritize channels and vehicles that offer the greatest
alignment with the target audience. This ensures efficient resource allocation and maximizes
campaign effectiveness.
- **Market Segmentation:** The Selectivity Index helps identify media options that effectively
target specific demographic, psychographic, or behavioral segments within the overall
population. It enables advertisers to tailor messaging and strategies to resonate with these
segments.
- **Audience Insights:** Insights derived from the Selectivity Index provide valuable information
about the composition and characteristics of the audience reached by different media options.
This information informs strategic decisions about media selection and audience targeting.
- **Competitive Analysis:** Comparing the Selectivity Index of competing media options allows
advertisers to assess the relative strengths and weaknesses of each option in reaching the
target audience. It helps identify opportunities for differentiation and competitive advantage.
- **Campaign Performance Evaluation:** Monitoring changes in the Selectivity Index over time
enables advertisers to evaluate the impact of media planning decisions on campaign
performance. Adjustments can be made based on evolving audience dynamics and market
conditions.
Overall, the Selectivity Index serves as a valuable tool for media planners in assessing
audience alignment, optimizing media plans, and maximizing the effectiveness of advertising
campaigns.

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1. Media Measurement Metrics:

### Unit 1: Media and Media Planning

1. **Overview of Media and Media Planning**:

4. **Need and Importance of Media Planning**:

5. **Scope of Media Planning**:

6. **Media Planning Elements**:

7. **Role of Media in Business**:

8. **Media Planning Process**:

9. **Impact of Marketing Objectives on Media Planning**:

10. **Factors Influencing Media Planning Decision**:

12. **Role of Media Planner**:

13. **Challenges of Media Planning**:

14. **Structure of Media Company**:

15. **Regulatory and Legal Aspects in Media Planning**:

16. **Ethical Aspects in Media Planning**:

17. **Media Research**:

18. **Sources of Media Research**:

8. **ATL, BTL, BDI, CDI, BTS**:

1. **Overview of Media and Media Planning**:

4. **Need and Importance of Media Planning**:

5. **Scope of Media Planning**:

6. **Media Planning Elements**:

7. **Role of Media in Business**:

8. **Media Planning Process**:

9. **Impact of Marketing Objectives on Media Planning**:

10. **Factors Influencing Media Planning Decision**:

11. **Role and Importance of Media Planning in Consumer Buying Decision**:

12. **Role of Media Planner**:

13. **Challenges of Media Planning**:

14. **Structure of Media Company**:

15. **Regulatory and Legal Aspects in Media Planning**:

16. **Ethical Aspects in Media Planning**:

17. **Media Research**:

### Unit 4: Media Measurement Metrics

8. **ATL, BTL, BDI, CDI, BTS**:

6. **Organization Structure of Media Company**: Media companies typically have hierarchical

Unit 4: Media Measurement Metrics

5. **Out-of-Home (OOH) Metrics**:

### Unit 1: Overview of Media and Media Planning

#### Overview of Media and Media Planning:

#### Features of Media:

#### Need and Importance of Media Planning:

#### Scope of Media Planning:

#### Media Planning Elements:

### Unit 4: Media Measurement Metrics

#### Basic Metrics:

#### Television Metrics:

#### Radio Metrics:

#### Print Metrics:

#### Out-of-Home (OOH) Metrics:

#### Benchmarking Metrics:

#### Plan Metrics:

#### Basic Metrics:

#### Television Matrix:

#### Radio Matrix:

#### Print Matrix:

#### Plan Matrix:

#### Additional Concepts:

#### Basic Metrics:

**Average Opportunity to See (AOTS)**:

#### Television Metrics:

**Diary vs. Peoplemeter**:

1. Overview of Media and Media Planning:

4. Need and Importance of Media Planning:

5. Scope of Media Planning:

6. Media Planning Elements:

7. Role of Media in Business:

8. Media Planning Process:

9. Impact of Marketing Objectives on Media Planning:

10. Factors Influencing Media Planning Decision:

12. Role of Media Planner:

13. Challenges of Media Planning:

14. Structure of Media Company:

15. Regulatory and Legal Aspects in Media Planning:

16. Ethical Aspects in Media Planning:

17. Media Research:

18. Sources of Media Research:

8. ATL, BTL, BDI, CDI, BTS:

1. Overview of Media and Media Planning:

4. Need and Importance of Media Planning:

5. Scope of Media Planning:

6. Media Planning Elements:

7. Role of Media in Business:

8. Media Planning Process:

9. Impact of Marketing Objectives on Media Planning:

10. Factors Influencing Media Planning Decision:

11. Role and Importance of Media Planning in Consumer Buying Decision:

12. Role of Media Planner:

13. Challenges of Media Planning:

14. Structure of Media Company:

15. Regulatory and Legal Aspects in Media Planning:

16. Ethical Aspects in Media Planning:

17. Media Research:

8. ATL, BTL, BDI, CDI, BTS:

6. Organization Structure of Media Company: Media companies typically have hierarchical

5. Out-of-Home (OOH) Metrics:

Average Opportunity to See (AOTS):

Diary vs. Peoplemeter:

Program Reach & Time Spent:

Arbitron Radio Rating:

Total or Claimed Reader:

Sole or Solus Reader:

Traffic Audit Bureau (TAB):

Gross Rating Points (GRP):

Gross Impressions (GI):

Share of Voice (SOV):

6) Average OTS (Opportunity to See):

9) People Meter System:

10) Television Rating (TVR):

12) Ad Viewership:

13) Channel Share:

15) Selectivity Index:

16) Benchmarking Matrix:

17) Gross Rating Points (GRP):

19) Share of Market:

20) Gross Impressions:

21) Print Metrics:

22) Total & Claimed Leadership (Print Matrix):

23) Sole Leadership (Print Matrix):

24) OOH Matrix (Out-of-Home Matrix):

6) Average OTS (Opportunity to See):

9) People Meter System:

11) Stickiness Index:

12) Ad Viewership:

13) Channel Share:

16) Benchmarking Matrix:

17) Gross Rating Points (GRP):

18) Share of Voice (SOV):

20) Gross Impressions:

21) Print Metrics:

22) Average Issue Readership (AIR):

23) Total & Claimed Leadership (Print Matrix):

24) Sole Leadership (Print Matrix):

25) OOH Matrix (Out-of-Home Matrix):

Q1: Match the Column (5 marks)

Q2: Concepts (5 marks)

2. TRP (Television Rating Point):

5. CDI (Category Development Index):

1. Question: Bring out the concept of Effective reach and frequency.

2. Question: Discuss the role of media planner.

2. One-to-Many Communication: Mass communication involves the dissemination of

4. Selective Audience Targeting: While mass communication reaches a broad audience, it