Professional Documents
Culture Documents
MEDIA RESEARCH
Session 1
Media Research
Media in market research is the vehicle used by a company to communicate with its consumers. Media Research is defined as a study of media such as radio, TV and print media for the purpose of reaching the optimal consumer audience. It is in fact a survey conducted to investigate which segment of consumers Read which periodicals and/or Listen to which radio programme or Watch which TV programme
Media Research
The main purpose of Media Research is to provide units of currency, for buying and selling time and space Advertisers and their agencies need information about the media habits of different types of consumers Media owners require readership or audience data to segment their medium & sell advertising space or time more effectively
Two important strategies adopted in media research Advertising strategies Media strategies
Advertising Strategy
Advertising strategy depends on whether
Launching a new product Maintaining the brand Building or evolving the brand image
Media Strategy
Defined as search first for the media and then for vehicles which are most suitable for advertisers communication objectives Using of suitable media mix or combination of advertising channels employed to achieve optimum results from an advertising campaign Aiming at building a communication plan to best support the message to convey it to the target audience in the most efficient way
Media Strategy
Media owners require the readership or data pertaining to audience To segment their medium and sell advertising space In market research is the vehicle used by a company to communicate with its consumers. Three main objectives
To inform present or potential customers about product To persuade persuade the customers to buy a firms market offering To remind marketers audience reminding of a brands benefits to its customers
Media Strategy
To achieve these objectives marketers rely on the following( media strategy mix)
Advertising
Non Personal Paid by an identified sponsor Disseminate through mass channels TV, Radio, Newspaper, Outdoor Most recognized marketing strategy due to its high visibility
Personal selling
Face to Face interaction Immediate feedback from buyer Ability to tailor the need after the feedback Good method to maintain the customer relationship based ion its flexibility and dynamic nature Better when the product is complex
Public relations
Function which identifies, establishes and maintains mutually beneficial relationships between an organization and various public Eg - Stakeholders, customers, employees, community members, Government
Media Strategy
Sales promotions
Includes communication activities which provide extra value or incentives to ultimate consumers, wholesalers, retailers, Try to stimulate product interest, trial or purchase Eg. Coupons, samples, trade show exhibits
Direct marketing
Communicating directly with target customers To encourage response by telephone, mail, E-Mails, personal visits
600
500
400
300
Maturity Stage
200
100
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
Introduction Stage
Strategy Evaluation
Implies that we know for all media, the quantitative elements with which we can count them and which enable us to combine the different media The effect of the qualitative differences between media should be evaluated by other techniques, mainly at the end of the communication process
Steps Involved
Defining the Target Group Determining the objectives to be achieved Deciding whether the campaign is short, medium or long term Allocating a budget Working out a time frame
(2) Geographic
(3) Demographic (4) Lifestyle/psychographics
Role of Media
TV to bring impact and awareness Radio to support events and spur immediate action Print to provide information and build image Posters for visibility
Media Planning
Translation of media strategy into plans That is, factual data related to vehicles such as number of dated insertions in selected newspapers, TV breaks, radio time slots Audience survey data used to obtain most suitable vehicles and verify performance of media plans Media models work with statistics and specialized software programs
Marketing Strategy
Advertising Objectives
Advertising Budget
Message Strategy
Media Strategy
Media Strategy Target Audience Selection Objective Specification Media and Vehicle Media Buying Time Frame
Adjust a vehicles rating to reflect just those individuals who match the advertisers target audience
Continuity
How advertising is allocated during the course of an advertising campaign: how should the media budget be distributed? Continuous advertising schedule: an equal number of ad dollars are invested throughout the campaign Pulsing: some advertising is used during every period of the campaign, but the amount of advertising varies from period to period. Flighting: the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months.
(1) Consumers first exposure to an advertisement is the most powerful (2) Advertisings primary role is to influence brand choice
(2) Achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency
Cost considerations
Cost per Thousand (CPM) Target Market (TM)
CPM=
(expressed in thousands)
Setting Ad Budgets
Manufacturer needs to sell additional 10 million of shampoo in coming year According to research, regular customers by 10 units per year on average Needs to gain 1 million new regular customers For every new regular customer needs to get 2 to try our shampoo( 50% remain triers) Therefore needs to get 2 million new triers To get one trier of a brand it as needs to get 5 to rate it as TOM ( 20% trial among TOMs) Needs 10 million target consumers with brand as TOM
Setting Ad Budgets
( An example)
Manufacturer needs to sell additional 10 million of shampoo in coming year How many exposures do we need to create ( & maintain) such TOM awareness per 4 week cycle(say) Research show that on average 3 exposures are adequate ( smaller brands may need more but benefit prop higher) Higher new-info content may need more