INTRODUCTION

THE PROCESS OF DETERMINING HOW

ADVERTISING SPACE AND TIME WILL BE
USED TO ATTAIN MARKETING OBJECTIVES
WHY MEDIA PLANNING SO IMPORTANT NOW?
 1. LEVEL OF CLUTTER ON TV/PRESS

• 750,000 TVCS IN 2008

• 14,000 PER WEEK
• 2000 DAILY
• 63:37 AD CONTENT RATIOS IN NPs
2.MEDIA IS EXPENSIVE
3.MEDIA COVERAGE IS “DISTRIBUTION”
4. NEW MARKETING CONCEPTS

PRODUCT PLACEMENT

PUBLICITY

VIRAL MARKETING
5. INCREASED DEMAND OF ACCOUNTIBILITY
 MEDIA PLANNING PROCESS

1. THE PROCESS BEGINS WITH THE MARKETING GOALS OF

A BRAND

2. BRAND MANAGERS ARTICULATE ADVERTISING

OBJECTIVES IN THEIR AD BRIEFS

OLPERS WAS LAUNCHED IN 2006 AND HAD A GOAL

OF ATTAINING A MARKET SHARE OF 20%+ WITHIN 2
YEARS OF LAUNCH AGAINST HEAVY WIEGHTS-
MILKPAK.HALEEB
 MEDIA PLANNING PROCESS

THEY ASSIGNED AN AD BUDGET OF MORE

THAN Rs. 1.5 B TO ACHIEVE MEDIA
OBJECTIVES OF

REACHING OUT TO 80% OF HOUSEWIVES

 MEDIA PLANNING PROCESS

MEDIA MIX INCLUDED TV,RADIO,

NEWSPAPER, OOH, RED PACKAGING
DESIGN, IN-STORE DISPLAYS WITH BRAND
ACTIVATION AND PUBLICITY
MARKETING COMMUNICATION PLANNING
STARTS WITH SETTING UP MEDIA
OBJECTIVES
1. TARGET MARKET

2. COMMUNICATION GOALS
 TARGET MARKET

 DEMOGRAPHY
 PSYCHOGRAPHY
 GEOGRAPHICAL
 BEHAVIORAL
 ATTITUDENAL
 VOLUMETRIC
 PRIMARY/SECONDARY-WHO BUYS. WHO
CONSUMES
 CORE TARGET

TARGET EPICENTRE

BULLS EYE

INSPIRATION GROUP
WHAT IS OUR TARGET FOR AND AGAINST?
 24-HOUR CLOCK-A DAY IN THE LIFE

 TIME OF THE DAY

 DOING WHAT?
 WHERE?
 BRAND MESSAGES EXPOSED
 IMPACT?
 RECEPTIVENESS TO MESSAGES?
 Media 12-15 Years 16-25 Years 26-40 Years 41-55 Years
M F M F M F M F

TV Viewership 92 93 89 93 90 88 92 86

Radio Listenership 20 21 32 21 34 19 30 17

Print Readership 65 50 80 47 78 51 80 45

Magazine 35 57 42 66 34 64 28 55
Readership

Video Viewership 51 43 55 44 49 36 35 35

Cinema 11 2 14 2 16 6 13 5

Internet 15 7 28 8 18 5 11 5

REGULAR + OCCASIONAL MEDIA CONSUMERS

 Timings 12-15 16-25 26-40 41-55
Female Male Female Male Female Male Female Male
6 am - 7 am 3 9 10 22 17 11 23 9
7 am - 8 am 5 15 6 8 25 9 18 16
8 am - 9 am 8 14 13 9 19 11 30 18
9 am - 10 am 23 9 25 15 18 9 23 11
10 am - 11 am 24 9 34 13 22 19 33 24
11 am - 12 p.m 13 8 15 10 20 19 10 11
12 p.m - 1 p.m 8 10 20 13 20 14 6 10
1 p.m - 2 p.m 12 5 11 2 16 9 15 12
2 p.m - 3 p.m 11 8 11 10 13 13 2 5
3 p.m - 4 p.m 14 12 5 7 5 13 5 13
4 p.m - 5 p.m 8 12 7 7 11 9 4 5
5 p.m - 6 p.m 4 9 9 9 8 9 1 9
6 p.m - 7 p.m 7 10 4 1 5 12 4 6
7 p.m - 8 p.m 9 10 3 5 4 3 5 7
8 p.m - 9 p.m 3 13 6 7 12 6 6 19
9 p.m - 10 p.m 5 18 5 5 5 13 3 8
10 p.m - 11 p.m 7 8 5 9 7 11 4 9
11 p.m - 12 a.m 6 4 5 6 4 4 3 1
12 a.m - 6 a.m 1 0 0 2 2 1 2 1
 COMMUNICATION GOALS

TO WHAT DEGREE THE TARGET AUDIENCE MUST

BE EXPOSED TO BRAND MESSAGES TO ATTAIN
MARKETING AND ADVERTISING OBJECTIVES
-80% TARGET MARKET WILL SEE THE TVC AT
LEAST 3 TIMES DURING FIRST QUARTER

-AD RECALL WILL BE 55%LEADING TO AN

INCREASE IN MARKET SHARE OF 5%
REACH.FREQUENCY.GRP.SOV.SOS
 REACH
TOTAL NO. OF PEOPLE EXPOSED TO A MEDIA
PLAN AT LEAST ONCE

ALWAYS EXPRESSED IN % BUT OFTEN USED

ONLY AS A NUMBER
 IF A MEDIA PLAN TARGETS 10 M OF
HOUSEWIVES WHO ARE 20-25 YEARS OLD,
THEN A REACH OF 75 MEANS 7.5 M TARGET
AUDIENCE WILL BE EXPOSED TO AN AD
REACH MEASURES AUDIENCE OVER TIME

IT IS ALWAYS DEFINED FOR A CERTAIN

PERIOD OF TIME
REACH MAY GROW FROM 10% IN THE 1ST.
WEEK TO 70% AT THE END OF A 2 MONTH
CAMPAIGN
 •Percentage of the target audience for one spot that is also
exposed to another spot

Spot A Target: M18-34

Total Audience = 9 Universe = 10

DUPLICATED REACH =
30% = 3/10 Rating
 RATINGS
NO OF INDIVUALS EXPOSED TO A MEDIA
VEHCILE

- % OF PEOPLE WHO READ DAWN

- % OF PEOPLE WHO WATCH STAR+
- RATINGS ARE EXPRESSED IN % OR A SIMPLE
NO BUT DUE TO DUPLICATION, MAY ADD UP TO
MORE THAN 100
 GEOEntertainment GEOSuper GEONews
10:00- 10:14 0.4 0 0.2
10:15- 10:29 0.4 0 0.2
10:30- 10:44 0.4 0 0.2
10:45- 10:59 0.4 0 0.2
11:00- 11:14 0.4 0 0.2
11:15- 11:29 0.3 0 0.1
11:30- 11:44 0.3 0 0.1
11:45- 11:59 0.3 0 0.1
12:00- 12:14 0.2 0 0.1
12:15- 12:29 0.2 0 0.1
12:30- 12:44 0.1 0 0.1
15:00- 15:14 0.1 0 0.1
15:15- 15:29 0.2 0 0.1
15:30- 15:44 0.2 0 0.1
15:45- 15:59 0.2 0 0.1
16:00- 16:14 0.3 0 0.1
16:15- 16:29 0.3 0 0.1
16:30- 16:44 0.3 0 0.1
16:45- 16:59 0.2 0 0.1
17:00- 17:14 0.2 0 0.1
17:15- 17:29 0.2 0 0.1
17:30- 17:44 0.2 0 0.1
17:45- 17:59 0.2 0 0.1
19:00- 19:14 0.8 0.1 0.6
19:15- 19:29 0.8 0.1 0.6
19:30- 19:44 0.7 0.1 0.6
19:45- 19:59 0.9 0.1 0.7
20:00- 20:14 1.4 0 0.8
20:15- 20:29 1.4 0 0.8
20:30- 20:44 1.4 0 0.8
20:45- 20:59 1.5 0 1
21:00- 21:14 1.5 0 1.4
21:15- 21:29 1.4 0 1.3
21:30- 21:44 1.3 0 1.2
21:45- 21:59 1.2 0 1.1
22:00- 22:14 0.9 0 0.7
22:15- 22:29 0.7 0 0.6
22:30- 22:44 0.6 0 0.5
22:45- 22:59 0.5 0 0.5
23:00- 23:14 0.3 0 0.3
23:15- 23:29 0.2 0 0.3
23:30- 23:44 0.2 0 0.3
23:45- 23:59 0.1 0 0.3
00:00- 00:14 0 0 0.2
00:15- 00:29 0 0 0.2
 PTV PTVNational PTVWorld
10:00- 10:14 5.1 0.1 0.5
10:15- 10:29 5.1 0.1 0.6
10:30- 10:44 5.1 0.1 0.6
10:45- 10:59 4.9 0.1 0.6
11:00- 11:14 4.4 0 0.5
11:15- 11:29 4.1 0 0.5
11:30- 11:44 3.8 0 0.5
11:45- 11:59 3.1 0.1 0.5
12:00- 12:14 2.6 0.1 0.7
12:15- 12:29 2.5 0 0.8
12:30- 12:44 2.4 0.1 0.8
12:45- 12:59 2.5 0.1 0.8
15:00- 15:14 3.5 0 1.2
15:15- 15:29 3.5 0 1.3
15:30- 15:44 3.6 0 1.3
15:45- 15:59 3.7 0 1.4
16:00- 16:14 4.1 0.1 1.7
16:15- 16:29 3.7 0 1.9
16:30- 16:44 3.5 0.1 1.8
16:45- 16:59 3.5 0 1.7
17:00- 17:14 4.1 0 1.2
17:15- 17:29 4.1 0 1.1
17:30- 17:44 3.9 0 0.9
17:45- 17:59 3.3 0 0.8
19:00- 19:14 18.5 0.3 2.7
19:15- 19:29 19.6 0.4 3.3
19:30- 19:44 22.2 0.4 3.7
19:45- 19:59 27.3 0.4 3.8
20:00- 20:14 32.3 0.5 4
20:15- 20:29 32.2 0.5 4.2
20:30- 20:44 31.5 0.5 4.3
20:45- 20:59 30.4 0.5 4.5
21:00- 21:14 23.2 0.7 4.3
21:15- 21:29 20.7 0.7 4.2
21:30- 21:44 16.5 0.6 3.7
21:45- 21:59 14 0.6 3.4
22:00- 22:14 7.6 0.3 2.8
22:15- 22:29 6.2 0.2 2.5
22:30- 22:44 5.1 0.2 2.4
22:45- 22:59 4.4 0.2 2.1
23:00- 23:14 2.1 0.1 0.7
23:15- 23:29 1.7 0.1 0.5
23:30- 23:44 1.4 0.1 0.4
23:45- 23:59 1.1 0.1 0.4
00:00- 00:14 0.6 0 0.2
00:15- 00:29 0.5 0 0.2
 HumTV
10:00-10:14 0.1
10:15-10:29 0.1
10:30-10:44 0.1
10:45-10:59 0.1
11:00-11:14 0.2
11:15-11:29 0.1
11:30-11:44 0.2
11:45-11:59 0.1
12:00-12:14 0.1
12:15-12:29 0.1
12:30-12:44 0.1
12:45-12:59 0.1
15:00-15:14 0
15:15-15:29 0
15:30-15:44 0
15:45-15:59 0
16:00-16:14 0.1
16:15-16:29 0.1
16:30-16:44 0
16:45-16:59 0.1
17:00-17:14 0.1
17:15-17:29 0.1
17:30-17:44 0.1
17:45-17:59 0.1
19:00-19:14 0.6
19:15-19:29 0.6
19:30-19:44 0.5
19:45-19:59 0.5
20:00-20:14 0.5
20:15-20:29 0.5
20:30-20:44 0.5
20:45-20:59 0.4
21:00-21:14 0.5
21:15-21:29 0.5
21:30-21:44 0.5
21:45-21:59 0.4
22:00-22:14 0.3
22:15-22:29 0.3
22:30-22:44 0.3
22:45-22:59 0.2
23:00-23:14 0.2
23:15-23:29 0.2
23:30-23:44 0.2
23:45-23:59 0.2
00:00-00:14 0.1
00:15-00:29 0.1
ADVERTISING EXPOSURE
 ADVERTISING EXPOSURE

IT REFLECTS HOW MANY PEOPLE ACTUALLY

SAW AN AD
BUT IT IS RARELY MEASURED AND MEDIA
PLANNERS USE RATINGS AS A SUBSTITUTE
OF ADVERTISING EXPOSURE
 ADVERTISING EXPOSURE

ADVERTISING EXPOSURE MAY BE 50-60% OF

A TV RATING OR 70-75% OF A NEWSPAPER
RATING
FREQUENCY
 FREQUENCY

FREQUENCY IS A MEASURE OF REPITITION

NO OF TIMES AN AD IS AIRED IN TV OR
NEWSPAPER/MAGAZINE

ALSO KNOWN AS OTS

AVERAGE FREQUENCY
 AVERAGE FREQUENCY

ON AN AVERAGE AN OPPURTUNITY TO SEE

AN AD IN A CAMPAIGN BY VIEWERS
 AVERAGE FREQUENCY

IT IS DIFFERENT FROM FREQUENCY

AVERAGE FREQUENCY REFLECTS THE

AVERAGE CHANCE OF REPITITION

IT SHOWS GENERAL FREQUENCY

PERFORMANCE
 AVERAGE FREQUENCY

Average Frequency of 4.0 means that, as an

average, every person reached has seen
the commercial 4 times. This is an average,
which means that some people will have
seen the commercial more times, and some
less
ASSUMING WE HAVE A TARGET AUDIENCE OF 10 PEOPLE

… AND MY CAMPAIGN IS MADE OF 3 SPOTS

1 in PROGRAMME A
1 in PROGRAMME B
1 in PROGRAMME C
Programme A 5 PEOPLE WATCHED
PROGRAMME A AND SAW THE
COMMERCIAL

1 TV SPOT
TRP = 50
Reach = 50 %
Average Frequency
TRP/R = 50/50 = 1
Frequency Unique Reach
Rating = 50% 1 50 %
2 0%
3 0%
 Programme B
Programme A
Building REACH

Rating = 60%
Rating = 50%

Duplicated audience
(Building FREQUENCY)

We add Programme B
and 6 people watch this programme
Programme A Programme B

Rating = 50% Rating = 60%

TRPs = 110
We added 60 TRPs but not Spot Reach build Total
60% reach as 30% is 1 50 % 50%
duplicated 2 30 % 80%
Reach = 80 %
 Programme A Programme B

Rating = 50% Rating = 60%

3 TV SPOTS
Programme C adds 50 TRPs but
Programme C
only 10% reach as the other Rating = 50%
40% is duplicated with
Programme A or/and B Frequency Unique Reach
TRPs = 160 1 50 %
Reach = 90 %
Average Frequency = 1.8 2 30 %
3 10 %
GRP
 GRP

IT’S A MEASURE OF AUDIENCE COVERAGE

WITH DUPLICATION

MAY BE EXPRESSED WITH THE FORMULA:

GRP=FREQUENCY X RATINGS
 GRP

TO MAXIMIZE REACH, MEDIA PLANNERS TAKE

INTO CONSIDERATION RATINGS AND AD
PRICES
 GRP

HIGHER RATING PROGRAMMES HAVE HIGH

AD PRICES
ADS ARE THEREFORE PLACED IN DIFFERENT
PROGRAMMES WITH VARYING RATINGS TO
ATTAIN
“REACH “GOALS
 GRP

IF A MEDIA PLAN CALLS FOR HIGH REACH

AND HIGH REPITITION, IT IS ASKING FOR
VERY HIGH GRPs
 GRP

LOTS OF AD EXPOSURE TO LOTS OF

PEOPLE.BUT HIGH GRP MEANS VERY HIGH
COSTS

MEDIA PLANNERS, THUS, START WITH THE

BUDGETS.THEN ESTIMATE THE GRPs THEY
CAN AFFORD
 GRP

THEY MAY HAVE TO EITHER COMPROMISE ON

“REACH” TO MAINTAIN “FREQUENCY” OR
LET FREQUENCY DROP TO MAXIMIZE
REACH
 Formulae

GRP GRP
= Reach GRPs Frequency =
Frequency Reach

Frequency Reach

Frequency x Reach = GRPs

RELATIONSHIP BETWEEN GRP AND
REACH
AS GRP INCREASES, REACH ALSO INCREASE
BUT WITH A DECLINING RATE
REACH

GRP
AS IT HAPPENS, MEDIA PLANNERS CHANGE
AD SCHEDULES
COMMUNICATION TARGETING

Stagnancy may be avoided by

adjusting schedules Freq. 1

Freq. 2

Freq. 3

Channels used are AAJ,

PTV World, ARY and Indus
GRPs v/s TOM
2008-2009
GRPs v/s Current Usage
2008-2009
GRPs v/s Unprompted Brand Aware
2008-2009
EFFECTIVE FREQUENCY.EFFECTIVE
REACH

MEDIA PLANNERS ALSO CONSIDER

FREQUENCY DISTRIBUTION TO FULLY
UNDERSTAND EXACTLY HOW MANY
EXPOSURES DIFFERENT PEOPLE
EXPERIENCE
 EFFECTIVE FREQUENCY.EFFECTIVE REACH

HOW MANY PEOPLE WILL SEE THE AD

ONCE,TWICE,THRICE ETC
THEY WILL LET THE PLANNERS ESTIMATE THE
EFFECTIVE REACH OF THE PLAN AT THE
EFFECTIVE FREQUENCY NEEDED BY THE
CAMPAIGN
EFFECTIVE FREQUENCY.EFFECTIVE REACH

THE NO OF PEOPLE WHO SEE THE ADS A

SUFFICIENT NO OF TIMES FOR THE MEDIA
PLAN TO BE EFFECTIVE
 GRPs = 200
SCHEDULE
SCHEDULE A
A Reach = 68
Average Frequency = 2.9
Frequency % Reached
0 31.7
1 22.3 Meaning:
2 15.4 32% were not exposed at all
3 10.5 68% saw at least one message
4 7.1 22.3% saw one and only one message
5 4.7 15.4% saw two and only two
6 3.1 etc.
7 2.0
8 1.3
9 0.8
10+ 1.2

1.2% saw 10 or more messages

 However,
However, the
the same
same 200
200 GRPs
GRPs in
in aa different
different schedule
schedule yields
yields
very
very different
different results:
results:

Frequency % Reached
SCHEDULE
SCHEDULE B
B
0 30.1
GRPs = 200 1 8.2
Reach = 70 2 9.0
Average Frequency = 2.8 3 9.5
4 10.8
5 7.7
6 5.2
7 2.1
8 1.3
9 0.5
10 0.3
 Schedule A Schedule B
Frequency % Reached Frequency % Reached
0 31.7 0 30.1
1 22.3 1 8.2
2 15.4 2 9.0
3 10.5 3 9.5
4 7.1 4 10.8
5 4.7 5 7.7
6 3.1 6 5.2 If we set 2 as Effective
7 2.0 7 2.1 Frequency
8 1.3 8 1.3 What is the Effective
9 0.8 9 0.5 Reach in Schedule A
10+ 1.2 10 0.3 and B ?

Effective Reach @ 2+
Schedule A = 46.0%
Schedule B = 61.7%
EFFECTIVE FREQUENCY REFERS TO MINIMUM
NO OF MEDIA EXPOSURE REQUIRED FOR A
COMMUNICATION GOAL TO BE ACHIEVED
EFFECTIVE REACH IS THE REACH AT THE
EFFECTIVE FREQUENCY LEVEL
MEDIA PLANNERS CHOOSE AN EFFECTIVE
FREQUENCY BASED ON COMMUNICATION
GOALS
GOALS MAY VARY FROM BRAND AWARENESS,
PREFERENCE, ATTITUDE CHANGE TO TRIAL,
PURCHASE OR RE-PURCHASE
TO CHANGE BRAND ATTITUDE MORE
EXPOSURES ARE REQUIRED THAN FOR
INCREASING BRAND AWARENESS
SOV.SOS.EFFECIENCY RATIO
 SHARE OF VOICE (SOV) IS THE % OF GRPs
GENERATED BY A BRAND IN ITS CATEGORY

IT REFLECTS HOW MUCH SHARE IN TERMS OF

VOLUME A BRAND COULD ACQUIRE
VIZ-A-VIZ OTHER BRANDS IN THE CATEGORY
 SOV.SOS.EFFECIENCY RATIO

SHARE OF SPEND IS THE % OF MONEY SPENT

BY A BRAND IN A CATEGORY ON A MEDIA
CAMPAIGN

IT MANIFESTS HOW MUCH MONEY A BRAND

SPENT ON PROMO ACTIVITY IN RELATION TO
OTHER BRANDS
 SOV.SOS.EFFECIENCY RATIO

EFFICIENCY RATIO INDICATES HOW SMARTLY

THE MONEY WAS SPENT AND WHO COULD
ACQUIRE GREATER GRPs WITH LESSER
MONEY

EFFECIENCY RATIO=SOV/SOS
CPP.CPM
CPP
CPP(Cost per rating point):
Cost of reaching 1% of my target with a
specific medium

Medium Total Cost

CPP _____________________
Rating or GRP
=

Usually used to compare efficiency of different

media or different markets.
 CPP.CPM

CPP MAY BE USED TO COMPARE THE FINANCIAL

EFFECACY OF ONE MEDIA PLAN TO ANOTHER

LESSER THE CPP, BETTER THE PLAN

IT MAY ALSO BE USED TO COMPARE ONE MEDIA

VEHICLE WITH ANOTHER
 CPM

COST PER THOUSAND IMPRESSIONS, WHICH

IS THE COST OF REACHING OUT TO 1000
MEMBERS OF A TARGET MARKET EXPOSED
TO AN AD
CPM

CPM or CPT (Cost per Thousand):

Cost of reaching 1,000 people within the
target
with a given medium or specific vehicle.
Medium or vehicle Cost x1000
CPM = ______________________________________
Target Audience

Usually used to compare efficiency of different media

or different markets.
 Percentage of a spot audience that belongs to the target

Spot A Target M 18-49

Total Audience = 9 Universe = 10

Target Composition in
Spot A = 33% = 33
Rating

87
An Index that indicates the relationship
between a program target composition and the
composition of the target universe in the total people universe

Programme A Total People Universe = 1 million people

Total Audience = 90,000

Target
20%
Target
33%

Others
80%
Others
67%
Affinity of Program A for Target
33%
Affinity = ______ x 100 = 165
20%

If Affinity is > than 100 the program is skewed to the target

88
 Brand Spots Airtime (Sec) GRP,s SOV % Spend SOS % REACH +1 CPRP

                 

DAWLANCE 18518 313,898 20,860 52 197,687,542 35 93.70 9,477

LG ELECTRONICS 11,637 200,926 5,511 14 80,117,713 14 61.40 14,537

SUPER ASIA 8,778 102,684 2,459 6 38,365,268 7 46.60 15,605

COOL INDUSTRIES 2,135 46,665 650 2 24,144,642 4 36.40 37,163

HITACHI 149 1,485 7 0 396,130 0 1.60 56,590

MITSUBISHI 4,758 80,041 1,177 2.92 27,734,984 4.96 52.40 23,564

HAIER 5488 23850 667.6 1.66 25384694 4.54 29.20 38,024

ORIENT GROUP 12,144 146,148 6,398 15.90 49,838,125 8.92 41.00 7,790

SABRO 417 7,613 349 0.87 7,439,557 1.33 19.70 21,317

PHILIPS 99 2,074 43 0.11 1,471,296 0.26 4.30 34,216

WAHID INDUSTRIES 62.00 1,239 72 0.18 780,748 0.14 17.90 10,844

ORIENT ENTERPRISES 105 2,310 84 0.21 717,750 0.13 4.50 8,545

PAK ELECTRON LIMITED 13,342 208,017 11,971 4.90 104,536,892 18.71 81.00 8,733

Total 77,632 1,136,950 40,248 100 558,615,341 100    

YEARLY REACH CONSOLIDATED
SETTING COMMUNICATION
GOALS
 REACH

MEDIA EXPERTS SUGGEST HIGH REACH IS

APPROPRIATE WHEN SOMETHING NEW IS
ASSOCIATED WITH THE BRAND, SUCH AS NEW
FEATURES, NEW SALES INCENTIVE, NEW
PACKAGING OR NEW SERVICE OPPURTUNITIES.

THE NEWNESS REQUIRES A HIGH LEVEL OF

AWARENESS AMONG THE TARGET AUDIENCE
 REACH

A HIGH REACH IS ALSO NECESSARY IN THREE

OTHER SITUATIONS:

1. ADVERTISING IN SALES PROMOTION ACTIVITY

( SURF
2. REMINDER ADVERTISING FOR A MASS PRODUCT
3. WHEN THE BRAND FACES SEVERE COMPETITION
 FREQUENCY

WHEN SETTING LEVELS OF FREQUENCY, MEDIA

PLANNERS HAVE MORE RULES OF THUMB TO
CHOOSE FROM VIZ-A-VIZ REACH

3 HIT THEORY SUGGEST THAT 3 AD EXPOSURES

DURING A PURCHASE CYCLE ARE
NECESSARY.ADVERTISING BELOW THIS
THRESHOLD WILL BE IN-EFFECTIVE
THIS RULE IS STILL USED BY MEDIA PLANNERS
IN SETTING EFFECTIVE FREQUENCY OF A
MEDIA PLAN

OTHERS FOUND THAT ONE EXPOSURE

GENERATES THE HIGHEST PROPORTION OF
SALES AND THAT ADDITIONAL EXPOSURES
ADD VERY LITTLE EFFECT
 RECENCY PLANNING THEORY ADVOCATES THAT
WHEN IS MORE IMPORTANT THAN HOW MANY

REACH IS MORE IMPORTANT THAN FREQUENCY

ADVERTISING WILL BE MOST EFFECTIVE IF IT IS

TIMED TO WHEN CONSUMERS ARE IN A BUYING
MODE

APERTURE IS THE IDEAL MOMENT FOR EXPOSING

CONSUMERS TO AN ADVERTISING MESSAGE
Low Required Frequency Frequency Adjustment High Required Frequency

Market Factors
Established brand -.2 -.1 +.1 +.2 New brand Lux ; Amore
High brand share -.2 -.1 +.1 +.2 Low brand share Dawlance ; Toshiba
High brand loyalty -.2 -.1 +.1 +.2 Low brand loyalty Sony ; LG TV
Long purchase cycle -.2 -.1 +.1 +.2 Short purchase cycle Suzuki ; Pepsi
Less frequent usage -.2 -.1 +.1 +.2 Frequency usage Millat Fan ; Shan
Low share of voice -.2 -.1 +.1 +.2 High share of voice Hajmolla ; Knorr
Target other group -.2 -.1 +.1 +.2 Target old people or children Fair & Lovely ; Safeguard

Competition - Low -.2 -.1 +.1 +.2 Competition Intense Ufone /Zong ; Max
Message Factors
Low message complexity -.2 -.1 +.1 +.2 High message complexity Tang ; Compaq
High message uniqueness -.2 -.1 +.1 +.2 Low message uniqueness English TP ; Zong
Continuing campaign -.2 -.1 +.1 +.2 New campaign National Spices ; Warid

Product-focused message -.2 -.1 +.1 +.2 Image-focused message Iodex ; Slice Aam
Low message variety -.2 -.1 +.1 +.2 High message variety Clean&Clear ; Zong
High wear out -.2 -.1 +.1 +.2 Low wear out Ufone ; Limo Pani
Large advertising units -.2 -.1 +.1 +.2 Small advertising units Mobilink ; Sooper
Media Factors
Low clutter -.2 -.1 +.1 +.2 High clutter Corolla ; Jazz
High audience attentiveness -.2 -.1 +.1 +.2 Low audience attentiveness IBA ; Minute Maid

Continuous scheduling -.2 -.1 +.1 +.2 Pulse or flight scheduling Pepsi ; H&S/ Sunsilk
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visibility
POS
PR
media repercusion
trade
activities brings out
T the Star in
Promotional you Marketing
Activities Events

casting
Sampling Sponsorship

alternative
&
massive TV Programme
 MIX STRATEGY

MEDIA CONCENTRATION
vs.
MEDIA DISPERSION
 2008 % 2009 %
NEWSPAPERS 127,366 27 130,955 26

MAGAZINES 56,427 12 58,518 12

TELEVISION 180,335 38 189,110 38

RADIO 37,782 8 39,437 8

CINEMA 2,180 0.5 2,414 0.5

OUTDOOR 27,145 6 29,099 6

INTERNET 44,583 9 51,963 10

TOTAL 475,818 501,496

SOURCE : Zenith Optimedia.com

 Rs. In Billion %

TELEVISION 9.6 31

PRINT 9.8 31

OOH 8.0 26

RADIO 3.2 10

INTERNET 0.2 0.5

CINEMA 0.2 0.5

TOTAL 31 100

SOURCE: NEILSEN/UNILEVER MEDIA

HABIT STUDY,2008-2009
CHANGE
MEDIA CONCENTRATION APPROACH USES
FEWER MEDIA CATEGORIES AND GREATER
SPENDING PER CATEGORY
THIS LETS THE MEDIA PLANNER CREATE
HIGHER FREQUENCY AND REPITITION
WITHIN THAT ONE MEDIA CATEGORY
HELPS AVOIDS COMPETITIVE CLUTTER AND
CONFUSSION
A BRAND CAN CREATE A HIGH SHARE OF
VOICE WITH A CONCENTRATED MEDIA
STRATEGY
SUITS BRANDS WITH WITH SMALL BUDGETS
IT’S AN ALL EGGS IN ONE BASKET STRATEGY
 F-08 M-08 A-08 M-08 J-08 J-08 A-08 S-08 O-08 N-08 D-08 J-09 F-09 M-09 A-09 M-09

TV
Radio
Always

NP
Magazines
OOH
Instore
DM
TV
Radio
NP
Trust

Magazines
OOH
Instore
DM
TV
Radio
Butterfly

NP
Magazines
OOH
Instore
DM
TV
Radio
Feminex

NP
Magazines
OOH
Instore
DM
TV
Radio
Freedom

NP
Magazines
OOH
Instore
DM
IF AN AD IS NOT WELL RECEIVED OR THAT
MEDIA HAS LIMITED REACH, IT WILL
PERFORM POORLY
IN CONTRAST MEDIA DISPERSION APPROACH
TAKES THE 360 DEGREE IMC
USING ALL OR A COMBINATION OF SEVERAL
MEDIA
TV.NEWSPAPERS.MAGAZINES.INTERNET.
OOH
THIS APPROACH NORMALLY RESULTS IN
HIGHER REACH
IT BRINGS REINFORCEMENT AS CONSUMERS
ARE OFTEN EXPOSED TO MORE THAN ONE
MEDIA
 MEDIA MIX SELECTION

1. TYPE OF PRODUCTS

LOW INVOLVEMENT. HIGH INVOLMENT

LOW INVOLVEMENT PRODUCTS ARE OF LOW
PRICE.HIGH FREQUENCY OF USUAGE.LOW
RISK

SHAMPOOS.TOOTHPASTE.SPICES.DRINKS
HIGH INVOLMENT PRODUCTS ARE HIGH
PRICED.DURABLES.LOW FREQUENCY OF
PURCHASE

FRIDGE.MOTORCYCLE.CAR.COMPUTER
LOW INVOLVEMENT REQUIRES MEDIA LIKE
TV.OOH.RADIO

HIGH INVOLVEMENT REQUIRES DETAILS

NEWSPAPERS, MAGAZINES

DOCTORS WILL REQUIRE LEAFLETS,SALES

VISITS,SEMINARS
2. MEDIA OBJECTIVES

TO CREATE BROAD AWARENESS OR

GENERATE HIGH REACH, MASS MEDIA LIKE
TV AND RADIO WILL BE PREFERRED
TO BUILD RELATIONSHIP WITH CUSTOMERS
OR ENCOURAGE IMMEDIATE RESPONSE

DIRECT MAIL. INTERNET.MOBILE PHONE ARE

GOOD CHOICES
TO CONVERT SHOPPERS INTO BUYERS, POP
MEDIA LIKE SAMPLING, COUPONS AND
PRICE-OFF PROMOTIONS
AN IMC-INTEGRATED MARKETING CAMPAIGN
WILL COMBINE ALL THESE
TVCs, RADIO AND NEWSPAPERS TO LAUNCH
THE BRAND

INTERNET TO PROVIDE ONE-TO-ONE INFO

AND IN-STORE DISPLAYS TO DRIVE SALES
HOWEVER, COST OF DEVELOPING CREATIVE
MATERIAL FOR SPECIFIC MEDIA MAY LIMIT
MEDIA PLANNERS USE OF MEDIA
DISPERSION APPROACH
 WHERE TO ADVERTISE (GEOGRAPHIC
ALLOCATION DECISIONS)
3 APPROACHES MAY BE TAKEN

1. NATIONAL-ADVERTISE IN ALL MARKETS

2. SPOT -ADVERTISE ONLY IN SELECTED
MARKETS
3. COMBINED-ADVERTISE IN ALL MARKETS
WITH ADDITIONAL SPENDING IN SELECTED
MARKETS
GEOGRAPHIC ANALYSIS MAY BE DONE THROUGH

______________________________________
SHARE OF THE TOTAL BRAND SALES IN MARKET
BDI =
BRAND SHARE OF THE TOTAL POPULATION

BRAND DEVELOPMENT INDEX

MEASURES THE CONCENTRATION OF SALES OF A
BRAND IN THAT REGION OR CITY
 ___________________________________
BRAND SHARE OF TOTAL CATEGORY SALES
CDI =
BRAND SHARE OF TOTAL POPULATION

CATEGORY DEVELOPMENT INDEX

MEASURES CONCENTRATION OF SALES OF THE
PRODUCT CATEGORY ACROSS ALL BRANDS IN
THAT AREA.IT REFLECTS PRODUCT CATEGORY
PERFORMANCE
BOTH BDI AND CDI GUIDE IN ALLOCATION DECISIONS

1. BOTH BDI AND CDI HIGH

MORE ADVERTISING TO GAIN MARKET SHARE

2. BOTH LOW
CUT DOWN ADVERTISING

3. HIGH CDI.LOW BDI

MORE ADVERTISING WORTHWHILE

4.CDI.HIGH BDI
CONTINUED ADVERTISING FOR SUPIOR BRAND
PERFORMANCE
 WHEN TO ADVERTISE
(Media schedule decisions)

AFTER DECIDING THE MEDIA MIX AND WHERE TO

ADVERTISE, MEDIA PLANNERS FOCUS ON WHEN
TO BREAK THE CAMPAIGN?

WITH A FIXED ANNUAL BUDGET, THE MONEY HAS

EITHER TO BE SPENT EQUALLY OVER THE
MONTHS OR SOME PERIODS SHOULD RECEIVE
MORE OR LESS OR EVEN NOTHING?
 Overall Day-part Split

Pre-Prime Morning
18:45 - 19:50 09:00 - 13:00

Post Prime
21:30 +

Prime
19:50 - 21:00
 Communication Timing
AAJ-GEO -ARY
18

16
Females 18 -25 Males 18+

14

12

10

0
2008: Rs. 375-380 million
2009 :Rs. 490 million- approx
(30% Media Inflation included)
“Media Inflation – Increase in the
cost of buying space and time in
the media.”
Strike Rate Analysis
 “Strike rate analysis – position of
spots”

1. Ordinary positions ( RODP)

2. Premium positions
 First spot
 Second spot 4 spots of Mid
Break
 Second last spot
 Last spot
 Island spot
 Strike Rate
Analysis -EBM
 60% better recall than
the average level

Average for all

Ads = 100
Impact 35% less effective
Index

None 30 Min 10 Min Same

break
Proximity to a competitor
SCHEDULING HAS 3 METHODS :

1. CONTINUITY

2. FLIGHTING

3. PULSING
  A technique used by advertisers in which media is
scheduled to run continuously throughout a period
without interruption in order to build or maintain
advertising awareness and recall.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
 A scheduling tactic that alternates reasonably heavy
periods of advertising with periods of hiatus or no
activity

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  A combination of burst and drip, where small bursts of
activity are interspersed with short hiatus periods.
Provides continuity of presence throughout the year
with a degree of cost-efficiency

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
FACTORS FOR CHOOSING BETWEEN
CONTINUITY, FLIGHTING OR PULSING

1. SALES SEASONALITY

2. PRODUCT PURCHASE CYCLE

3. CONSUMER USE CYCLE

 1. SALES SEASONALITY

ICE CREAM IS NORMALLY NOT ADVERTISED IN

WINTERS
OR
BLANKETS IN SUMMER

VALENTINES,
EIDS
COMPANIES WITH SEASONAL PRODUCTS WILL
CHOOSE MORE OF FLIGHTING SCHEDULES

EVERYDAY GOODS MAY BETTER BE SERVED

WITH CONTINUITY SCHEDULES
 2. PRODUCT PURCHASE CYCLE

THE INTERVAL BETWEEN TWO PURCHASES

FMCGs REQUIRE CONTINOUOS ADVERTISING
IN A COMPETITIVE MARKET TO CONSTANTLY
REINFORCE BRAND AWARENESS AND
INFLUENCE FREQUENTLY-MADE PURCHASE
DECISIONS
IN CONTRAST,LESS FREQUENTLY BOUGHT
PRODUCTS-CARPETS,PAINTS-MAY ONLY
NEED ADVERTISING A FEW TIMES A YEAR
 3. CONSUMER USE CYCLE

TIME INTERVAL BETWEEN BUYING AND USING A

PRODUCT/SERVICE

VACATIONS ARE OFTEN PLANNED MONTHS

BEFORE THE TRIP

TRAVEL INDUSTRY WILL SCHEDULE THEIR ADS

MUCH BEFORE SUMMER
 NEW BRAND LAUNCHES NORMALLY NEED
INITIAL HEAVY ADVERTISING FOR BRAND
AWARENESS AND INTEREST

THIS LAUNCH PERIOD MAY LAST FROM A FEW

MONTHS TO A YEAR
 HOW LONG TO ADVERTISE?

3 FACTORS ARE TAKEN INTO CONSIDERATION:

1. AD BUDGET – SALES
2. PRODUCT PURCHASE CYCLE
3. COMPETITION
 HONDA MOTOR CYCLE

1. CHINESE BIKES
2. RS. 14 BILLION ANNUAL SALES

CONTINUED ADVERTISING FOR 2 YEARS WITH

7% OF SALES AS SUPPORT BUDGET
 TELENOR/ZONG/UFONE

1. INTENSECOMPETITION
2. LARGE REVENUE LANDSCAPE

CONTINUED AND UNABATED HEAVY ADVERTISING

 OLPERS
1. TOUGH COMPETITION FROM MILKPAK AND
HALEEB
2. VERY LARGE UNTABED TETRA MILK MARKET

HEAVY ADVERTISING FOR 2 YEARS

 SILK BANK

1. TO CREAT BRAND AWARENESS

ADVERTISING FOR ONLY A QUARTER

Monday, May 2, 2011
 Clutter is when non-program material leads to the
interruption in program viewing and the viewer is
bombarded with multiple commercial messages.

 The basic idea is that clutter exists when the

advertising environment is over-saturated.
 There are basically 3 different definitions:-
◦ Quantity

◦ Competitiveness

◦ Intrusiveness
 A large number of commercials and
promos are broadcast in a certain time
period.
 Situation
◦ The commercial time available is limited and must be
shared by advertisers.
◦ Brands have generally shortened their ad lengths to be
more efficient and, as a result, clutter has increased over
time in many countries
◦ When advertisers choose efficiency in this context, they
may be loosing effectiveness by, for example, running a 15”
commercial which does not communicate as well as a 30”
 More than one competing brand from the same product
category are shown in a media vehicle or within the
same break.
 The proximity between the advertisements of
competing brands in the same product category in a
media vehicle.
Situation:
There are few regulations about the proximity, but not
about the quantity of competitive advertising.
Impact 35% less effective
Index

None 30 Min 10 Min Same

break
Proximity to a competitor
 The advertising becomes intrusive because it
interrupts the flow of the editorial content the
viewer/reader is actually trying to follow
 Situation:
People are overloaded with advertising messages
and they have different ways to filter the
information received
 Zapping
Zipping
Ad avoiding
No. Of
Ads

750,000 ADS IN YEAR 2008

14000 ADS/ WEEK
2000/ DAY
Satellite viewers are less likely to view ads as they have
Medium Ads Content AD : Content
PTV 30 min 45 min 40:60
Primetime
Jang (Sun) 1082 CCM 646 CCM 63:37
FP,BP, Pg2, Pg11

Jang (Mon) 453 CCM 1275 CCM 25:75

FP,BP, Pg2, Pg11

Dawn (Sun) 504 CCM 1275 CCM 29:71

FP,BP, Pg2, Pg15

Dawn (Mon) 492 CCM 1275 CCM 28:72

FP,BP, Pg2, Pg15
 Advertising
Clutter is
highest at
the Prime
Time.
% age

Time Slots
 Primetime Dramas
are the most
The News
cluttered programs
segment is
on television. (33%)
second
highest in
terms of
% age

clutter (17%)

Program Types
Monday, May 2, 2011
 60% better recall than
the average level

Average for all

Ads = 100
 PTV – no upper limit on advertising time

 GEO – 17 min commercial time per hour.

 HBO – 8 min to an hour.

 ARY & ATV – 20 min to an hour.

 TV
Radio
Print Media
OOH

Monday, May 2, 2011

Monday, May 2, 2011
 Station Branding
 Island Spot
 Break bumper (Time Checks)
 Scroll
 Pack shot
 Time Check
 Sponsorship
 Product Placement
 L –Shaped Ad
 Multiple Ads
Road Blocking
◦ During a program, a 7-10 sec scroll runs on the
lower half of the screen without interrupting the
content. This message is bound to get noticed as
the viewer is watching the program and the scroll
distracts the viewer to see what the message is.

A 20 seconds scroll with animated graphics

costs: Rs. 2,500/- GST per airing
 Only One Brand of a certain product category is
advertised during the whole day. Competing
brands are not advertised. This provides
category exclusivity and a relief from
competitive clutter. The whole channel then
represents the brand properties.
 Station Branding Includes:
◦ Break Bumper
◦ Scrolls
◦ Logos
◦ Opening & closing 5-10 sec spot,
◦ Announcement at the opening and closing of the mid-break
◦ Station Branding
◦ Linking with a Host
◦ Commercial Airtime
◦ Fixed Spots
 On ARY - Rs 850000 inclusive of GST

 On GEO - RS 1500 000 Inclusive of GST

 Costs upward of Rs. 600,000.

It is a form of reminder advertising, by
showing the rotating logo of a brand to
the viewer throughout the show in the
top corner of the screen.

During a new brand launch it is

necessary to register the logo with the
consumer. Therefore displaying the
pack shot/ logo on the screen
reinforces the new look.
Just before the break actually starts, an
ad is played and then the program
continues so seamlessly that the ad
may appear to be a part of the show.

Break bumper is successful in avoiding

the zipping/zapping phenomenon as it
occurs when people don’t really expect
it.
 An island spot is shown before and after
the news break. The program stops and
the ad is shown. It is known as an island
spot because there are no other
advertisements either before or after it.
 PTV :
After headline news (9.00 pm) 465%
premium
News mid break 315% premium
Mid break of drama 65% premium.

 ARY :
Rs, 85,000 inclusive of GST
 GEO :
Rs 95,000 inclusive of GST.
 These are standard spots which are easily
available, however due to their location
they are not affected by clutter too
greatly.

◦ Opening spot

◦ Closing spot

◦ Island spot
 In order to connect with TV viewers and
allow them to develop a deeper
relationship with the brand, the ad is
placed within the content of the program
in a way that the program supports the
brand and reinforces brand properties.
 Brands may sponsor programs and events
as a way to resonate with their audience
more closely.
 This ad does not conflict / interrupt the
content. However the program screen
shrinks to 60% of its original size and an L –
Shaped ad plays on the bottom and right
hand sides of the screen. The ad to content
ratio is 40% : 60%
 “To break the clutter you have to dominate
the clutter”
 Thus by placing several ads within the same
break there is increased frequency, the
brand stands out and the clutter is broken.
 Playing the same Ad on multiple channels at
the same time so that the viewer is exposed
to the ad regardless of zipping/zapping. The
viewer cannot avoid the ad even by
changing the channel.
 Place an upper limit on the number of ads
appearing in programs/print publications
 Increase the rates. Its time for all channels to
further increase the advertising rates.
 Policies on disallowing the broadcast of ads for
competing brands within a break.
 A brand should not place spots in ad breaks
containing directly competitive brands.
 Negotiate for greater protection from competitive
clutter
 Air commercials at the same time on a number of
channels.
Monday, May 2, 2011
 Magazines:
Front Inside
Centerfold
Back inside
Back Outside
 Newspapers:
Front Page
Front Inside
Back Page
Centre Fold
 Odd Sizes
 Odd Shapes
 Inserts
 Multiple Ads within the SAME Media Vehicle
 Leading (Teaser) Print Ads
 Pop – Up Ads / 3 – Dimensional Ads
 Odd Placements
The size and the shape of the print ad is
non-standard and thus stands out from the
clutter. The distinctive size lets even a
simple creative stand out. It also grabs
attention and interest.
 Inserts are freestanding, preprinted pieces
ranging in size from a single card to multiple
pages. They are separate from the content of
the magazine/newspaper and are merely
attached to the medium.
 A color insert costs Rs. 4 - 5. per newspaper and
thus is not a cost effective option considering
the size of newspaper circulation.
 Magazine inserts are cost effective in contrast.
Samples and Sachets attached to inserts induce
trial.
 By placing multiple ads within the SAME
media vehicle at the same time, the
advertiser is ensured audience attention.
 There is a teaser print ad that only hints
towards the upcoming ad and thus arouses
audience curiosity. As such it is a creative
attention-grabbing technique.
e.g. Walls “Thand Hai Toh Kiya Hua”
Campaign
 These ads ‘pop – out’ of the media vehicle
and thus attract a great deal of attention
and interest. However they are expensive
and require special printing.
 Odd Placement refers to the advertisement
being placed at unusual positions within the
print medium rather than the standard
locations.
Monday, May 2, 2011
THEN
There were only 1.2 million Internet
Users in Oct 2000
NOW
Internet users have crossed 4.4
million in Pakistan.
 More specific targeting
◦ Age
◦ Country
◦ Gender
◦ Interests etc
 Less Clutter to break through
 Creative Advertising Options
◦ Interactive Games
◦ Immediate Response
◦ Banner Options
 Creative Banner Options
 Interactive Advertising
 Innovative Placements
Monday, May 2, 2011
 Over 30 million listeners
 FM is present in more than 10 cities of
Pakistan.
 Karachi
Lahore
Islamabad
Multan
Faisalabad
Sialkot
Hyderabad
Gujrat
And even GWADAR!!!!!
The Ad to Content Ratio for Radio as a
medium is 20:80
 8:00 – 11:00 am.

 2:00 – 3:00 pm

 4:00 – 6:00 pm

 9:00 – 10:00 pm
 Time checks (similar to that of TV)
 RJ endorsements
 Event Coverage of the Brand/Activity
 Day branding with Linking where RJ’s can
endorse the product.
 Dedicated Shows
 Branded Songs
 Exclusive AD slot
 Time Checks can be for any time slot that
the brand wants.
 Either the standard quarterly or hourly time
checks or special time checks such as Sony
Ericcson’s 8:08 pm, 9:09 pm and so on.
 During the course of the show the RJ
promotes the brand or the product very
subtly as part of his/her link and usually
cites personal cravings or appreciation of
the product.
 RJ’s give live feeds about the event during
the course of the show. Keep the listeners
involved with what is happening with the
event.
 Day Branding does not automatically refer
to category exclusivity. It simply means that
a particular show has been brought to the
audience by a certain brand. Competing ads
may be run during the program.
 Exclusivity may be purchased but at a much
higher cost.
 This refers to a PARTICULAR show that has
been sponsored by the brand. It includes:
 Time Checks
 Linkings
 Opening & Closing Slots
 This refers to songs that have been
specially made by a brand to represent
them.

 E.g.
‘Koi Dar Nahi’ - Lifebouy
‘Sohni Dharti’ - HBL
‘Hum Bolain’ - Mobilink
 Exclusive Ad Slots are specially reserved for
certain brands who advertise specially at
those particular timings.
 Depending on the context and brand
strategy the duration is selected.
 FMCG’s generally use 30 sec ads with
adaptations of 10 sec and 15 sec.
 The lesser the duration the more the
frequency.
Emerging Trends

3 D Graphics
 Emerging Trends
3D Graphics
Mobile Billboard

Replica Pole Sign

 Emerging Trends

Building
Panel

LED Screen

Building Wrap
 Emerging Trends

Aerial Advertising

Wall Murals

Rail Wrapping
3-D INTERACTIVE FILM