MEDIA PLANNING

- Prof Sonam Pradhan

I know of my advertising money is wastedI just dont know which . John Wanamaker The father of modern advertising

INTRODUCTION - MEDIA PLANNING

Media planning is all about being able to communicate efficiently and effectively with your potential consumers. Not only selection of media vehicle but content, timing, and placement of the ads can be aptly mapped to reach out to the potential Target Group, making them an invaluable part of any campaign.

WHY MEDIA PLANNING?:

Without media planning, advertisers would not know where to sell their products as well as what is the most effective media for their product. Media Planning helps identify the best advertising space, target market and media for clients product. In short, Reaching the Right number of the Right audience at the Right time & the Right number of times

WHO ARE MEDIA PLANNERS

Media Planner is person responsible for selecting media for advertisement placement on behalf of their clients. Assist their client in achieving business objectives through their advertising budgets by recommending the best possible use of various media platforms available to advertisers. Analyzing target audiences, Competitor Analysis, keeping abreast of media developments, reading market trends and understanding motivations of consumers

PLANNER CONNECT PRODUCTS &

CONSUMERS USING MEDIA

Planner

Consumers

Products

Media

CONCERNS OF THE PLAYERS

How am I delivering audience?

Where is my money going?

This in essence is the core of the business of Media Delivering audience at optimal cost

Media Agency

Client

PEOPLE METER

A people meter is a tool used to measure the viewing habits of TV audiences. The People Meter is a 'box', about the size of a paperback book. The box is hooked up to each television set and is accompanied by a remote control unit. Each family member in a sample household is assigned a personal 'viewing button'. It identifies each household member's age and sex.

MEDIA TERMINOLOGY
Universe
The Total/Actual number of people in a defined target audience

Reach
Number of individuals from the universe who are exposed to the medium or vehicle, Reach is normally expressed in % terms

Frequency
The average number of times an individual is likely to be exposed to the communication within a specified period

Target Group(TG)
The particular segment of the population that our campaign is trying to reach

GRP
A summation of all the TRPs for a particular media schedule

SOCIO-ECONOMIC CLASSIFICATION
Socio-Economic Class (SEC) - Urban School upto 4 years/literate but no formal schooling E2 E1 D D C B2 B1 D D D C B1 Some College but not Graduate Graduate/ PostGradutae (General) D B2 B2 A2 A2 A1 A1 A2 B1 B1 A2 A1 Graduate/ Post-Graduate (Professional)

Occupation

IIIiterate

School 5-9 years

SSC/HSC

Unskilled Workers Skilled Workers Petty Traders Shop Owners Bus. Men/Industls. with no. of Employees : None Bus. Men/Industls. with no. of Employees : 1-9 Bus. Men/Industls. with no. of Employees : 10+ Self-employed Professionals Clerical/Salesman Supervisory Level Officers/Executives Junior Officers/Executives - Middle/Senior

E2 E2 E2 D D C B1 D D D C B1

E1 D D C B2 B2 A2 D D C C B1

D C C B2 B1 B1 A2 B2 C C B2 B1

D C C B1 A2 A2 A1 B1 B2 B2 B1 A2

D B2 B2 A2 A1 A1 A1 A1 B1 A2 A2 A1

SOE V/S SOV

Share of Expenditure (SOE)-% of the total advertising expenditure of the category

Share of Voice (SOV)-% of the total GRPs delivered by the category

MEDIA PLAN
Def: The process of establishing the exact media vehicles to be used for advertising A media plan is a custom tailored-designed expressly to meet the needs of an advertiser at a given time for specific marketing purposes

A TYPICAL QUESTION FACED BY A PLANNER!!

MULTIPLE MEDIA OPTIONS ADD TO THE

CLUTTER
Radio Direct Mrktng. In-store Bus sides Satellite TV News papers

Terrestrial TV

Sponsorship Product placement Internet Events Supps Cinema Advertising in Hospitals Coupons POS Lifestyle mags Satellite Radio Outdoor

MEDIA PLANNER NEEDS TO KNOW. . .

What profile of consumers consume what products/ brands? Consumers prefer which media? What are the media consumption patterns of the consumers? How many consumers can be reached by which media? What is the cost of reaching consumers by different media?

PROFILES OF MEDIA VEHICLES

Medium Advantages Flexibility; timeliness; good local market coverage; broad acceptability; high believability Good mass market coverage; low cost per exposure; combines sight, sound, and motion; appealing to the senses High audience selectivity; flexibility; no ad competition within the same medium; allows personalization Good local acceptance; high geographic and demographic selectivity; low cost Limitations

Newspapers

Short life; poor reproduction quality; small pass-along audience

Television

High absolute costs; high clutter; fleeting exposure; less audience selectivity

Direct mail

Radio

Relatively high cost per exposure; junk mail image Audio only, fleeting exposure; low attention (the half-heard medium); fragmented audiences

Magazines

High and demographic selectivity; credibility and prestige; highquality reproduction; Long ad purchase lead long life and good time; high cost; no pass-along guarantee of position readership Flexibility; high repeat exposure; low cost; low message competition; good positional selectivity High selectivity; low cost; immediacy; interactive capabilities

Outdoor

Online

Little audience selectivity, creative limitations Small, demographically skewed audience; relatively low impact; audience controls exposure

MEDIA MAP
High Measurability SMS Personal Contact Internet Radio Magazines TV Newspapers

Personal Loose Inserts Direct Mailers Events Road Shows Word-of-mouth

Mass

Low Measurability

COMPONENTS OF A MEDIA PLAN

Client Brand objectives and corresponding media expectations.
Objective

Competition Analysis

Studying Competitor Media spend trends

Target Audience

Analyze TG viewing patterns

Media Strategy

Selection of Media vehicle, GRP weights , reach & Frequency Targets. A statement of strategy backed up by a rationale

Budget and calendar

Budget Allocation as per media vehicle and Scheduling

MEDIA PLANNING CYCLE

SHORTCOMINGS OF MEDIA PLANNING

Clutter Increasing Cost of Media Unfair Media Practices (Dove v/s Pantene) Unrealistic Deadlines Vague client objectives

QUICK RECAP

QUICK RECAP

CASE STUDY 1 : HAIR & CARE

Brand Info: Hair & Care, a pleasantly perfumed non-sticky hair oil is a strong brand in its category. It is positioned on the platform of being the lightest perfumed hair oil offering both "Style & Nourishment". Hair & Care is upto 50% non sticky than any other hair oil & is enriched with "Herbal Proteins", TG: 15-34 years ,Young Females, SEC ABC Objective: To increase TG connectivity with brand Market: Gujarat Budgets: Rs 30 lakh-/-

MEDIA MEASUREMENT AND

SYSTEMS
Anything that can be measured can be controlled

TELEVISION MEASUREMENT

REACH / COVERAGE ON TV
Number of individuals from the universe who are exposed to the medium or vehicle for atleast 1 minute It is normally expressed in % terms Thus : 1+ 50% means 50% of the universe has seen the ad 1 atleast time

CALCULATION OF REACH

Universe: 10 individuals For a single episode of Bidaai, if out of the above 10 people 6 saw at least 1 minute of the program then,
y

Reach is 6 out of 10 = 60%

But,each person would have spent different time watching

Hence, we need a measure that takes into account the time spent too y Television Rating Points (TVR / TRP)
y

TVRS V/S REACH

Individuals Minutes
1 2 3 4 5 A X X X B C D X X X E X X X X X

TVRS V/S REACH

People that saw the programme for atleast 1 continuous minute :

A + B+D+E =4 Therefore, Reach=4/5 Reach=80%

TVR VS REACH
Person A B C D E Minutes Viewed 3 1 0 2 5 Minutes Available 5 5 5 5 5

(3/5)+(1/5)+(0/5)+(2/5)+(5/5) TVRs : 5 (i.e., A+B+C+D+E)

100

Ratings = On an average 44% of universe of the TG saw the entire Time band

GROSS RATING POINTS (GRPS)

The sum of all ratings achieved in a campaign GRP levels are generally measured and reported on a 4 week basis It is a measure of the media plans thrust

GROSS RATING POINTS (GRPS)

Our commercial appeared in the following programmes:

Programme X Y Z A B Thus GRP Rating 32 21 18 24 15 110

GROSS RATING POINTS (GRPS)

How many GRPs would be achieved by a campaign with

Two spots in Shararat (achieving 8% rating on one occasion & 6% rating on the other) y One spot on Devi with a rating of 2% y One spot on Kahin Kissi Roz with a rating of 2% y A 23% spot in Kyunki Saas Bhi Kabhi Bahu Thi?
y

AVERAGE OPPORTUNITIES TO SEE

AOTS describes the number of times on an average a viewer sees the ad

y

Formula : Average Frequency = Total GRPs Reach In Practice : 110 GRPs 63% Reach = 1.75 AOTS

Therefore, 63% of the target audience will see the commercial an average 1.75 times during the given period

COST PER RATING POINT (CPRP)

Definition :The cost of buying one rating point. Formula : Cost GRPs = Cost per GRP In Practice :Rs.2,20,000 55 GRPs = Rs.4000 cost per GRP Question: If your cost per GRP was Rs. 475 and your budget was Rs.237,500 for the month, how many GRPs would you expect to buy?

MEASURING TELEVISION VIEWERSHIP

Day After Recall The Diary Method The Electronic Measurement

y

People Meter System

QUICK RECAP

CASE STUDY 2: MEDIKER

Brand Info:: Mediker is a brand for treating lice and a market leader in its category.. Lice problem is a very common problem among girl children in the age group of 5 12 years. A child can go through physical, mental and psychological problems due to lice. Problems like anemia, pediculosis, lack of concentration, bleeding through excessive scratching, rejection, social embarrassment etc. can add to the child's growing up pains. Mediker is an easy painless solution, which helps the mother tackle this problem. TG: 25-44 yrs Females (with daughters between age of 5-12 years) SEC BCDE Objective: Change the attitude of lice comb to Mediker Market: TN Media Vehicles: Avoid conventional Media Vehicles

THANK YOU