BUILDING BLOCKS OF

MEDIA STRATEGY
Target Group definition
Market prioritization
Media weights
Media mix
Scheduling.

Target Group
Who are the users?
Heavy /light
Loyal /brand switchers

Who can be our users?

New segments
Fence sitters
Competitors customers.

Definition
Clearer the definition better it is for
media planners.
The TG to be clearly defined in terms
of..
Income, age, sex, education
Rural /urban
Psychographics
Nature of consumption.
Competitors users

Sources of information
Brand managers understanding.
Past research.
Syndicated data sources like NRS,
IRS
Household panel data.

size of the segment

Relative market potential of different
TG.
Important in allocating the media
budget and selecting the medium.
Helps in prioritisation.

User buyer decision

maker
Is there a difference?
If not, who do we target?
Who has greater say in the final
decision?
Dual TG definition?
Multiple influencer?

SEC
SEC uses education and occupation
of chief wage earner of the family to
classify individuals.
It is household level classification.
In rural area, instead of occupation,
kind house one lives in is considered
to be second parameter.

MHI
Monthly Hosehold Income.
People dont reveal their true
income.
Difficult to estimate purchasing
habits based on MHI.

New way to define SEC

Napscale
Classification is based on 8 durables
owned by the families to supplement
SEC criterion.
Some suggest that time of FMCG
products used should be considered.
No clear consensus on the issue.

Psychographics
It describes lifestyle of the consumers.
Activities interests opinion
Activities
How leisure and work time is spent.

Interests
How you relate to immediate surroundings.
Hobbies

Opinion
Stance on social issues.

Parameters that are used.

Marital status
Family size
Child in family and age.
Language spoken at home
Home ownership.
Fuel used
Dining table
Servants at home
Type of TV
Durable ownership
Travel
Comfort with technology
Investment profile.

Other important dimensions

Ethnicity
Life stages

 Dunkin' Donuts is on a drive to win customers

from Starbucks after the rival coffee and snacks
chain changed its loyalty scheme to favour
higher spending customers over frequent buyers.
"We've been targeting customers with $5 gift
cards,"
Under Starbucks' previous rewards programme,
customers earned redeemable points for every
purchase, whereas the new programme awards
points for every dollar spent, putting customers
who buy cheaper items at a disadvantage.

 customers would have to spend

$62.50 to receive their first beverage
reward, compared with $40 under
Dunkin' Donuts' loyalty programme.
customer defections from Starbucks
could add roughly 0.25 to 0.4
percentage points to sales growth at
Dunkin' Donuts, excluding new
outlets.

MARKET PRIORITISATION
WHERE TO FOCUS?

Parameters to consider

Market share
Sales contribution
Growth rate.
category size
Market potential

Base data

Sales data
Trend analysis
Competitors market share.
Feedback from sales force.
ORG data.

PER CAPITA CONSUMPTION

MARKET MARKET SHARE
MUMBAI 10%
5
UP
12%
18%

%TG

BDI /CDI

state

%
dispersio
n
Category

Brand

TG

BIHAR

14.7

10

3.8

AP

11.8

8.7

11.4

MAHA

9.3

9.3

5.7

NE

7.6

3.3

6.7

WB

7.6

13.3

1.4

 BDI BIHAR = BRAND SALES SALIENCE *100

----------------------------------------------------------

TG SALIENCE

10.*100 / 3.8 = 263

CDI BIHAR = CAT SALE SALIENCE*100

--------------------------------------------------

TG SALIENCE
14.7*100 / 3.8 = 385

Index less than 100 indicate scope

for developement

BDI /CDI

state

%
dispersio
n

BDI

CDI

Category

Brand

TG

BIHAR

14.7

10

3.8

262

385

AP

11.8

8.7

11.4

76

103

MAHA

9.3

9.3

5.7

163

162

NE

7.6

3.3

6.7

50

114

WB

7.6

13.3

1.4

932

531

BDI CDI GRID

LARGE MARKET

LARGE MARKET

BDI HIGHER THAN CDI

BRAND DOING BETTER THAN
CATEGORY. CONSOLIDATE
/MAINTAIN

BDI LESS THAN CDI

BRAND DOING POORLY AS
COMPARED TO CATEGORY
GROW

SMALL MARKET

SMALL MARKET

BDI HIGHER THAN CATEGORY

MAINTAIN

BDI LOWER THAN CATEGORY

IGNORE

Media isolatable markets

Specific media can be used for a
particular market.
Cost of reaching consumer is
important.
Two market with same priority but
one needs national media and the
other a local media. Which one would
you select.

Disparate [unequal] markets

Rural markets 2 lac 15% 5K+
1.9 lacs 63% 1k to 5k
3 lac 22% < 1k

Urban markets
8 29% 40+
2615% 10 to 40
339% 5 tp 10
509447% < 5

Allocation of budgets

Based on priority.
Level of BTL activities
Media characteristics
Media cost.

Media Mix

Why media mix?

Reach target audience left out by
main media
Every medium has different intensity.
Increasing frequency is effectively
done by supporting media.
Reinforce the message.
Hit the consumer throughout the day.

Break of Media
Media class
TV

Media Vehicle
Sony

Media Unit
Comedy with Kapil

Different media available

Tv
Press
Radio
Outdoor
Cinema
Internet
Mobile

How to select?

Relative strengths and weaknesses.

Overall marketing objective
Creative requirement
Cost
Reach
Impact
Consumer habits
Target audience
Product category.

Situations
Woodlands
50% off for a week in Mumbai city

Amul
Probiotic Curd

P&G
Ariel Detergent
Changing habit

Geographical coverage

National v/s local

Market combinations.
Media isolatability
Response
Mutual funds.

TG Media consumption
Competition

Quantitative parameters
Reach
Number of people /TG that can be
reached by a medium.
Basic parameter.

Cost effeciency
Cost to reach 1000 people of TG
through a particular vehicle.
Example
TOI has 10 lac readers and cost of 100 cc
ad is 25 lacs.
CPT = COST OF AD *1000 / REACH
= 2500000*1000 / 1000000
= 2500

Useful in deciding lead medium and

support medium.

QUALITATIVE FACTORS
Selectivity Index = TG TRP / TOTAL TRP * 100
Si = TG READERS / TPTAL READERS *100
This measure gives us idea of audience skew
or preference
Shows how much of the total audience of the
medium or vehicle is our TG.
Shows wastage
Useful in selection of vehicles with same
reach.

TIME SPENT /LOYALTY

/CLUTTER
Interaction and involvement of the
TG with the medium.
Regular viewers.
Time spent
Longer the ad break higher the
switch.
Noticeability of ads in lead stories /
solus position.

Creative Considerations

Premium products.
Demonstration.
Length of ads.
Scope for innovations.

Choice of media ads to the brand

image.

Vehicle with paan masala ads.

Premium magazines.
Industry specific magazines.
Editorial policy of the medium.
ideal sponsorship platform.

Media restrictions
Under the International Food & Beverage
Alliance (IFBA), major food companies had
taken a global pledge a few years ago to stop
advertising and promotional activities
targeted at kids below 12 years of age.
However, the advent of the digital medium is
proving to be more challenging for these
companies. Some of them are tweaking their
internal guidelines to ensure they remain
committed to the purpose in the digital space
as well.

Kids below 12 Digital Media

Digital is said to be more porous as a
medium and can attract a substantial
preteen traffic. Mondelez India Foods
has framed specific internal
guidelines with respect to digital,
internet and online media, stating it
will not advertise or place branded
advergames or downloads on thirdparty websites or digital sites where
more than 35% of the total visitors

 So brand websites, according to the

internal guidelines at the company,
will be designed to appeal to adults
or children aged 12 and older.
Moving a step further, Mondelez said
it will not permit children under 12 to
register on their websites.

SCHEDULING
When should we advertise the
products?

Factors affecting scheduling

Sales pattern
Depends on the nature of products.
Past trend is a good indicator.

Three categories
No seasonality
Even sales throughout the year and
blips if any is insignificant.

fmcg

 Some seasonality
Sales happen throughout the year but
during some period sales are higher or
lower.

Example
Cars, consumer durables
Mosquito repellent

 Seasonal
Sales pattern shows clear seasonality.
High sales during certain period,
negligible or zero sales during the rest of
the year
Important to decide how many days
prior to the start of season, one should
start the campaign

Category v/s Brand

seasonality
Product category doesnt show any
seasonality but Brand sales show
significant amount of seasonality.
Examples
Bajaj Almond Oil
Dove?
Talc

Purchase Cycle
Buying pattern of the consumer has
a bearing on scheduling strategy.

Typical pattern
Beginning of the month
End of the month.

Pack size buying pattern.

Sachet
Family pack

Product availability
no point in advertising if product is
not available.
However one may have minimum
ads to stay in the minds of the
customer.

 Typical cases
Production issues
Ban on Maggi
Re-launch
Renault -Kwid

Competitors adv schedule

Tracking major competitors.
One of the important tasks of Media
agency
Should you match their pattern?
Small companies is it advisable to
schedule when brand leader is
advertising heavily?

Marketing Task /objective

Co-relation between Marketing Task
and scheduling

Marketing Task /objective

Sales lower than the expected level.
Competitor becoming aggressive.
Product launch /re-launch /repositioning
Consumer promotion.
New variant
Different strategy in different markets.

Budget Constraints
Is it prudent to advertise below
threshold level throughout the year
or advertise heavily during specific
period and leave out certain
weeks /months?

Target group media

consumption
Male

Kids below 12
12 yrs to 18 yrs
18 to 25
25 to 45
45 and above

female

RECVEPTIVITY TARGETING
TG should be in the right frame of
mind when they receive the
message.
Advertising is communicating the
message.
Effectiveness depends on receptivity.
No amount of repetition and reach
will work if the consumer is not
receptive.

Ervin Ephron
When I was a kid and wanted to ask for
some money from my father, my mother
would advice me to wait till after dinner,
when he would have his wine and it
worked.
What a person is doing , thinking or
feeling at the time of receiving the
communication is of utmost importance
for the success of the communication and
can greatly impact the response.

Scheduling Patterns
Continuity
Flighting
Pulsing

Continuity
Media weights are spread evenly and
continuously through out the year.
Consumer is in the market year long
and it is important to be present in
his mind.
Helps in getting lower rates.
Difficult when budget is a constraint.
Sub threshold level to be avoided.

Flighting
When advertising happens in bursts
with gaps in between when there is
no activity.

When used
Seasonal products
Budget constraints
If competitor with big budget is using
Continuity model. Helps the brand shout
louder during certain period.
Multi medium companies use it
effectively

Drawbacks
No cumulative effect.
Competitor can take advantage of the
gaps.

Pulsing
Combination of Continuity and
Flighting. Best of both the strategies,
avoid the disadvantages.
Continuous and evenly spread
activity forms the base, accompanied
by heavier weights during key
periods.
Consumer durable
Combination of low /high cost
mediums.

Impact scheduling
Road block scheduling
TG has tendency to switch channel
between commercial breaks.
Ad is released on all major channels at
the same time so that chances of
missing the ad are minimized.
Expensive strategy.

Day or day part emphasis

A follower brand which does not have as
much budget as a lead brand may focus on
particular days only to increase the impact.
Brand that cant target their customer on
prime time on weak days, may use niche
channels on weakends.
When a particular vehicle is telecast twice
a day, one may go for cheaper slot which
may be more cost effective.

Multiple spotting
An ad is screened twice in the same
break so that even channel switchers
can be covered.
OTS is high but reach may be
compromised.

Teasers
Creative scheduling
Two or more teaser ads without the
mention of the brand may be
released before the main ad. This is
to generate consumer interest.
Can be on tv, radio or print.

Ad response function and

scheduling
Colin McDonald
Consumers were more likely to switch
ads if they had two or more exposures
to the ad in the interval between
purchases.

Krugman
Three exposures are enough to do the
job.
Three levels of exposure in
psychological terms
Curiosity
Recognition
Decision

Naples
Three exposures are optimal,
one totally ineffective.

Recency theory
Heavy advertising just before the
buying cycle begins

ADSTOCK MODELLING
Adstock
Is used to describe the measure of
advertising recall which in addition to
the recall of the current advertising ,
adds on the carry over effect of past
advertising.

Response Function
Each new exposure increases the ad
effect to a new level.
Sales
Awareness
Brand preference.

Advertising Decay
The effect of advertising starts
wearing out till the next exposure,
this wear out is called advertising
decay

Factors responsible
Strength /creativity /novelty of the
Advertisement.
Media used /vehicle used.
Scheduling pattern

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