Role And Importance Of Media Planning

Mass Media:
A working group organised around some device for
circulating the same message, at about the same time to
a large number of people.
e.g. Press, Cinema, Radio & Television.

Mass Media Functions:

•Information

•Entertainment

•Development

•Advertising
 Role And Importance Of Media Planning

•How many prospects (for purchasing a given brand of product) do I need or

can I afford to reach?

•In which media should I place ads?

•How many times a month should prospects see each ad?

•During which months should ads appear?

•Where should the ads appear? In which markets and regions?

•How much money should be spent in each medium?

Role And Importance Of Media Planning
Media Brief
Market/Region:
Date:

Key Market Trends and Facts

Key Challenges:

Business and Marketing Objectives:

Media Objectives:

Target Audience & Key Insights:

Markets:

Product /Service Attributes

Budget:

Communication Channels:

Timings (Period):

Other relevant comments: NA

 CONCEPTS OF MEDIA PLANNING

Media Planning:
Media Planning is the science of tracking and placing advertisements in various
media.

Reach :
A measure of how many different people of households in a target audience are
exposed to a brand’s advertising messages during a specific period of time.

Frequency:
An estimate of how many times a specific segment of the target audience is
exposed to the advertising message.
 Concepts Of Media Planning

When to Emphasize Reach

•New distribution (new stores that now carry the brand).

•New features of a product that meet consumers’ needs.

•New advertising copy (new words or pictures).

•New sales promotion incentives.

•New packaging.
 Concepts Of Media Planning
When to Emphasize Reach

•New models of the brand being introduced.

•New media being used for the first time.

•New positions in the store where the brand is to be found.

•New servicing opportunities.

•New home-delivery patterns.

•New marketing or advertising objectives for the brand.

 Concepts Of Media Planning
When to Emphasize on Frequency

• Uniqueness of Message

• Perceived Value of the Brand

• Noise Level

• Competitors’ Levels
 Concepts Of Media Planning

TRASS

•Targeting

•Recency

•Acceleration

•Satiation

•Synergy
 Concepts Of Media Planning

Geo Targeting

TARGETING Receptivity Targeting

Near To Purchase

The mind games

 Media Planning Concepts

Skimming
RECENCY
Presence

Being present at the right time in front of the

consumer on the right medium.
 Media Planning Concepts

Satiation Acceleration Synergy

•Laws of •Increasing •Law of

Inverse returns to Convergence
Proportion to continuity.
frequency &
Concentration

When Money matters

 Media Mix

MEDIA CLASS REASONS TO USE LIMITATIONS

Lack of target
audience selectivity
High cost
Limited coverage
Sense of Imediacy Higher national
Newspapers Local emphasis advertising rates
Flexibility Small pass-along
audience
 Media Mix

MEDIA CLASS REASONS TO USE LIMITATIONS

Selectivity
Access to light TV viewers Early closing dates
Fine color reproduction Lack of immediacy
Magazines
Long life Slow building of reach
Pass-along audience
Controlled circulation
 Media Mix

MEDIA CLASS REASONS TO USE LIMITATIONS

Sight, sound, and motion

High cost
for dynamic selling
Low attention
Flexibility
DVR commercial skipping
Television Reach of both selective
High commercial loads
and mass markets
(clutter)
Short-lived messages
No catalogue value
Cost-efficiency.
 Media Mix
MEDIA CLASS REASONS TO USE LIMITATIONS
Reach of narrow
demographic Many stations in one
target audiences. market.
High frequency & No catalogue value.
Supporting medium Low attentiveness for
Radio Excellent for mobile some formats.
Populations.
Flexibility.
Geographic flexibility
Active medium.
 Media Mix
Sr. No. Kind Of Use Least Value Little Value Some Value More Value Most Value
1 Authority Outdoor Radio TV Newspapers Magazines
2 Beauty Radio Newspapers Outdoor TV Magazines
3 Bigger than Life Radio Magazines Newspapers TV Outdoor
4 Demonstration Outdoor Radio Newspapers Magazines TV
5 Elegance Newspapers Radio TV/outdoor TV/outdoor Magazines
6 Entertainment Outdoor Magazines Newspapers Radio TV
7 Events Outdoor Magazines Radio Newspapers TV
8 Excitement Newspapers Outdoor Radio Magazines TV
9 Features Radio Newspapers TV Magazines Outdoor
10 Humor Outdoor Magazines Newspapers Radio TV
11 Imagination Outdoor Newspapers Magazines TV Radio
12 Information Outdoor Radio TV Magazines Newspapers
13 Intimacy Newspapers Outdoor TV Magazines Radio
14 Intrusion Radio Newspapers Magazines Outdoor TV
15 Leadership Newspapers Outdoor Radio Magazines TV
16 News Outdoor Magazines Radio TV Newspapers
17 One-on-one Outdoor Newspapers Magazines Radio TV
18 Package Identification Radio Newspapers TV Magazines Outdoor
19 Personal Outdoor Newspapers TV Magazines Radio
20 Prestige Outdoor Radio TV Newspapers Magazines
21 Price Outdoor Magazines TV Radio Newspapers
22 Product in Use Radio Outdoor Newspapers Magazines TV
23 Quality Newspapers Radio Outdoor TV Magazines
24 Recipes Outdoor Radio TV Newspapers Magazines
25 Sex appeal Newspapers Radio Outdoor TV Magazines
26 Snob Appeal Outdoor Radio TV Newspapers Magazines
27 Tradition Outdoor Newspapers TV Radio Magazines
Media Models
 Media Research

Media research is the study of the social, psychological and physical aspects and
effects of the different mass media.

For example, how much time do people spend with a particular medium?

Whether it has the effect of bringing about changes in the perspectives of

people?

Does the use of medium have any harmful effects?

Whether these effects are because of technology or the program contents.

What the media users want and expect to hear or read or see and experience?
 Media Research

Media research includes a whole range of study about the development of media,
their achievements and effects.

It includes the methods used in collecting and analyzing information with regard to
newspapers, magazines, radio, TV, Cinema or other mass media.

It also concerns with an expanded discussion of the scientific methods of research.

 Media Research
While studying any medium of communication we may ask series of questions.

o What is the nature of the medium? o How does it work?

o What technology does it involve?

o How is it different or similar to any other media in any ways?

o What function and/or services does it provide?

o How much does it cost?

o Who will have access to the new medium?

o Is this medium effective?

o Can its performance be improved?

 Media Research
Media research also accumulates information about the uses of the mass media
and also the users of the mass media. In this connection we may ask:

o How the people use a medium or the various media?

o Whether it is used for information only and/or for entertainment and education
also?

o Which category of people use the different media more and why?

o What gratification do the media provide?

o What types of uses the media are put to?

 Media Research

A lot of media related research is done for practical application purposes.

Advertisers have been using media research to devise ways to persuade potential
customers to buy products and services.

As a result, a large number of media studies were conducted on

• message effectiveness
• Demography, and size of audience,
• Role of advertising in achieving higher degree of acceptance and sale.
• Frequencies of message to persuade potential customers and selection of media
that best suited to reach the target audience
 Media Research

The competition among different media for audience-share and advertising- revenue has
led to the growth of research.

There is an increasing dependency on data to support the decision-making process.

Program producers also seek relevant research data to develop the creative side of their
programs.

Mass media are now heading towards audience fragmentation and massive de-
massification has set in
To survive, the media requires information about the consumer’s changing
tastes and values, about shifts in demographic pattern.

Finally, media need to understand the various trends in life styles of target audiences:
 Media Research

FEEDBACK AND FEEDFORWARD STUDIES:

Feedback:
Communication, by definition, is a two-way process.
It is a co-operative and a joint effort. It is a mutual experience.
It is an exchange between two parties- a sender and receiver.

For the communication experience to become complete, what we

need is a response to the message of the communicator.

That response, when it reaches back the sender, is called feedback.

 Media Research

FEED FORWARD:

Another important aspect of media research is feed forward.

This involves collection and interpretation of information about

media contents before they are published or broadcast.

Preview of Movies, Pilot Episodes etc.

INDIAN READERSHIP SURVEY
 Media Research
The Indian Readership Survey (IRS) is the largest continuous readership research study in
the world with an annual sample size exceeding 2.56 lakh (256,000) respondents.

IRS collects a comprehensive range of demographic information and provides extensive

coverage of consumer and product categories, including cars, household appliances,
household durables, household care and personal care products, food and beverages,
finance and holidays.[1
IRS is not restricted to survey of readership alone but is synonymous with both readership &
consumption across various FMCG (Fast-Moving Consumer Goods) products throughout
India.[2]

IRS covers information on over 100 product categories.

IRS is conducted by MRUC (Media Research Users Council) and RSCI (Readership Studies
Council of India).
 MEDIA RESEARCH

 IRS covers nearly 70 cities, 1178 towns and 2894 villages with the coverage
being reviewed before the start of every round.
 The universe for IRS has been defined as the total resident urban and rural
population of India aged 12 years and over. The survey excludes the off-shore
territories such as Lakshadweep and Andaman and Nicobar Islands.
 North Eastern states (excluding Assam) and
 Jammu and Kashmir (excluding Srinagar) are also excluded from the survey
 Media Research

Sampling:

The annual sample spread exceeds 2.56 lakh (256,000) respondents with continuous
fieldwork spread across 10 months of the year.

Sample allocated proportionate to 12 years+ Universe of a geographic unit

More than 1 Lakh towns are sampled

All publication towns and districts are sampled in the four rounds

Remaining towns and non-publication districts are randomly sampled

Rural Sampling: Once a district is selected, 2 Talukas from the district are randomly sampled
 Media Research
Household and individual collection
The first Household in a cluster is randomly selected based on the electoral rolls
Remaining Households selected using Right Hand Rule
Individual selection made using Kish grid
Kish grid designed to maintain age X gender proportion in the sample.

Significance:
IRS is the single source survey for media and product ownership/usage.
The prime objective of the study is to collect readership information from a cross-section of
individuals, in great detail, so as to present a true and unbiased picture of their readership
habits.

In addition to this, IRS captures information on various FMCG (Fast Moving Consumer Goods)
products, usage and consumption and durable ownership amongst households. Since media
and product ownership/ consumption information is captured from the same household, it
enables linkages between the media and product data. IRS equips you with information that
is truly reflective of the Indian population for making informed decisions.[6]
BROADCAST AUDIENCE RESEARCH COUNCIL
The entire BARC India process can be broadly bucketed as follows:
Establishment Survey - A research study used to gather specific details of households and
individuals to be used together with Census data in the preparation of universe estimates for
TV audience characteristics – geographic, demographic, socio-economic status, etc. The
Establishment Survey also serves as a randomly selected pool of TV owning households for
use in the ongoing selection and recruitment of panel households.

Panel Locations & Identification - Identification of a specific sample locations.

Panel Selection and Training- Selection, recruitment, meter installation & training of
household members.

Panel Management- Supervision of panel operations with strict adherence to established

standards.

Measurement and Viewing Data Capture- Watermarking and BAR-O-Meter Technology used
to identify & capture TV viewing events.
Processing, Audience Estimation and Reporting- Process of error checking, editing,
validating, weighting, projecting to universe and delivering audience estimates to BARC India
clients in a form suitable for reporting, analysis and commercial use.

BARC India Media Workstation (BMW)- BARC’s desktop software application used to report
and analyse audience data in the format required by individual customer segments
 Media Research

TV usage measurements and viewing data collection is enabled by the use of two digital
devices.
One installed by the broadcaster (Embedder) at station head end/transmission site(s) and

The other device, the BAR-O-Meter is installed on each TV set in the panel household.
 Media Research

PROGRAM SCHEDULES AND CHANNEL LINE-UPS

After receiving householder consent, the PMA recruiter connects the BAR-O-Meter to the
TV set and establish a wireless network connection with the BARC server. The connection
process automatically creates and assigns a unique HHID for that household. Once an ID
is created for a HH, it is unique to that HH and is never re-used or assigned to another
household.

The BAR-O-Meter consists of a main unit, a display unit and a probe that captures the
audio output of the TV set.

Each main unit is equipped with a microprocessor and modem and placed near the TV set
being measured in the panel household.

Each main unit has an audio probe attached to it that is either placed near the TV set or
connected to the line or audio out of the TV.

The probe captures the audio feed of each tuned TV signal and feeds this to the main unit
where the watermarked station IDs placed in the audio by the TV station embedder are
identified when selected, time stamped and stored for transmission as viewing events to
 Media Research
The BAR-O-Meter has a handheld remote control unit with buttons made available for
assignment to household members who are asked to press their button when viewing TV.

Each panel household member aged 4 years and older is assigned a button on the remote
control of the BAR-O-Meter. Separate buttons on the remote are reserved on the remote for
guests to use, entering their gender and age bracket when viewing TV.

The BAR-O-Meter continuously and passively captures TV viewing events in real time,
recording the time and duration of watermarked channel tuning events and capturing the
viewership events of individual members that have pressed their viewer ID button to confirm
their presence in the audience.

The main unit stores the individual time stamped events for transmission to the BARC
server. The captured raw data is then received by the BARC server where it is simultaneously
backed up and made available for pre-processing software that cleans the raw event data,
checking for errors and inconsistencies.