Media Vehicle Selection

Presented By:-
Anuradha Maiya
Kamakshi Sharma
Nidhi Acharya
Priyanka Chaparia
Shaurya Bhushan Tyagi
Somya Bhargava
Suhani Sharma
Buyer’s Goal
 To purchase a schedule of vehicles-programs, stations
and time periods that deliver the planned GRPs within
the authorized budget.

 Select vehicles that reach a large no. of targets at a cost

effective price.
Magazine Planning Process
 Identificationof relevant magazines reading habits of
TG from past data, magazines used by competitors,
industry sources

 Efficiency of magazines
◦ CPM analysis— Composition and Coverage
◦ Composition-% of total audience who do the relevant task (users
of the product etc.)
◦ Coverage----(% of heavy users who read the magazine)
Optimization
 After seeing the budget, the TG, the list of publications and the
relevant costs  numerical solution ignoring the qualitative
measures

 Selection of magazines based on overall variations in costs and

efficiency  slight drop in reach v/s cost savings  determining
the no. of insertions
Negotiation  and Recommendation of the final schedule.

 Position and costs  Rate of the placement of ad at the desired

location Far forward, right hand page
 Merchandising contests, coupons etc.
Other factors Secondary Audiences

 Primary readers who purchased the magazine

themselves/ who live in the households of a subscriber
 Secondary Readers who come upon the magazine in a
public place
 2 Methods Discount the secondary readers to half, or
ignore them completely
 Alternative Imp of them in TG and the no. of
opportunities of their exposure.
Media Imperatives
 Comparing Magazines and Television based on the degree of
exposure to each medium.

 Television Imperatives% of target and selectivity index HTV

& LMR

 Magazine Imperatives% of HMR & LTV

 Dual Audiences heavily exposed to both media.

Flexibility
 Degree to which a medium can be used to precisely
reach geographically superior markets, while at the
same time avoiding the weaker markets.

 Production Flexibility Media value if changes in the

advertising message is expected.
Qualitative value
Some characteristic of the medium that
enhances the chances that an advertising
message carried within it would be effective.

Types of Qualitative Values:

Reading Days
Time spent Reading
Page Openings
Ad Positioning within Media

Position in Magazines
Position in Newspapers
Position in Television
Internet media vehicles
Steps:
◦ To decide on target audience, campaign
objectives and success metrics (dollar volume
of sales from advertisers website, change in
brand awareness or attitude etc)
◦ Identify websites that are selective to target
◦ Calculate on CPM or CPC for the
advertisement
◦ Decide whether profile based advertising is to
be done