Media Planning and Buying

Media Planning and Buying
1/4/17
Dr. Sunder Rajdeep, Head, Dept. of Communication & Journalism,

University of Mumbai.
What is Media Planning?

A written document that summarises the
objectives and strategies relevant to the
placement of a companys advertising
messages.
1/4/17

Media Planning
With
the changing Media landscape,

increase media choices, fragmented
audience, rising cost and demand of
accountability from clients, media is no
longer a backroom function, but has grown
in both complexity and importance.
With
the increased availability of research

and data, marketers and media
practitioners need to understand the
science and theory behind media planning.
1/4/17
Dr. Sunder Rajdeep, Head,

Dept. of Communication & Journalism, University of Mumbai.
Media Planning
The
impact of technological
advancement has changed the
way people perceive, consume
media and calls for going beyond
the conventional understanding
of the art of media-creativity, big
ideas and 360 degree (total)
communication.
1/4/17

1/4/17

1/4/17

1/4/17

1/4/17

1/4/17

1/4/17

10
1/4/17

11
1/4/17
Fragmentation
of mainstream
media and
proliferation of
new media have
made media
buying and
planning more
challenging and
more creative.
The Aperture
Concept
The
goal of the
media planner is to
expose the target
audience to the
message at the
critical point when
the consumer is
receptive to the
brand message.

12

The Aperture Concept
Right Media + Right People + Right
Time
1/4/17
To find the most effective ways to

deliver messages at every contact
point a point where consumer connect
with the brand and respond to a brand
message.
13
Arvind Kejriwal, others slam Reliance

Jios ad featuring NarendraModi
14
E.g. Complan New Ad 2014 - Amitabh

Bachchan, `Taakat ka Bhoot
TheMaharashtra Prevention and
Eradication of Human Sacrifice and
other Inhuman, Evil and Aghori
Practices and Black Magic Act, 2013is a
criminal lawact for the state ofMaharashtra.
Originally drafted by anti-superstition activist
and the founder ofMaharashtra
`Andhashraddha Nirmoolan
Samiti(MANS),Narendra Dabholkar(19452013) in 2003.
Complan New Ad 2014 - Amitabh Bachchan, Taakat ka Bhoot.mp4
1/4/17

15
As garba season
sizzles,condom saleshot
Monday, Oct 6, 2008, 4:01 IST
up| Place: Ahmedabad
AHMEDABAD: A sure indication that the garba

season is beginning to simmer is Ahmedabad
pharmacists' estimate that the sale of condoms
and contraceptives has increased by up to 25%.
According to the Ahmedabad Chemists
Association, the figure is consistent with the past
Navaratri trends. Usually, the sale of emergency
contraceptive pills andcondoms rise by 20-25%
during the festival.
According to an Ahmedabad-based psychiatrist,
Dr. Mrugesh Vaishnav, young people enjoy a
degree of personal freedom during Navaratri that
is rarely granted to them at other times. The
16
1/4/17
slackening of
parentalUniversity
rules
and
supervision
of Mumbai.
1/4/17

17
Hindu festival Navratri, sex and

rise in condom sales
Navratri is an important nine day festival Hindu
festival. Navratri is celebrated with Garba
and Dandiya-Raas dance. Garba is celebrated
whole night. During Garba night men and
women mingle with each other and it is a fact
that during Navratri month female pregnancy
and sale of condoms and contraceptive pills
are on a high. This is reported by media on
almost every navratri.
For example: IbnLive reports:
Fest Boom: Surat condom sales
Dr. Sunder
Rajdeep, Head, Dept. of Communication & Journalism,
soarsduring
Navratris
1/4/17
18
Kumbh Mela: 5-fold increase

in 'condom' supply to Nashik
New Delhi, Jul 18, 2015 :Kumbh Mela, to be held in Nashik has
unexpectedly caught up into a condom controversy. According to
the media reports, there has been a five-fold increase in the
condom supply to the district ahead of the auspicious
congregations.
Maharashtra State AIDS Control Society (MSACS) has reportedly
dispatched 5.40 lakh condoms to Nashik on Monday whereas the
average monthly requirement of the city is 1.5-2 lakh condoms.
This sudden surge in the condom supply before the
commencement of Kumbh Mela, one of the largest religious
congregations, has raised eyebrows.
It is a worth a mention that Nashik houses 2,000 female sex
workers, 560 MSMs and 70 transgenders and one lakh migrants.
However, those associated with the Kumbh Mela are furious over the media reports. The traditional sect has been horrified with the very idea of connecting condoms to the holy festival that is revered by the sadhus, aghoris and
the like. "There is nothing wrong in creating awareness about use of condoms to prevent the spread of communicable diseases. However, the same should not be done using the pretext of Kumbh Mela. Doing so would hurt the
sentiments of lakhs of devotees who come for the holy dip," said Mahant Sudhirdas Pujari of Nashik to a leading daily.
Earlier, there were reports that MSACS fears the rise in unprotected sex during the Kumbh Mela, where more than a crore peopleincluding lakhs of sadhus are expected to participate.
The authority was fearing possible spread of STD and AIDS because of shortage of condoms after which the decision to dispatch higher number of condoms was taken.
However, after the matter came into media light, MSACS authorities said that the controversy is misrepresented and pointlessly created.
"First of all reports of supplying 5.40 lakh condoms to Nashik is not correct. The number of condoms that are being supplied to Nashik are 2.60 lakhs and this has nothing to do with the Kumbh Mela being held there, Kushalsinh
Pardeshi, the project director of MSACS was quoted as saying.
Like Nashik, all other districts in Maharashtra also receive condoms that are distributed to people, including the high-risk category, through the NGOs. Every month 68 lakh condoms are distributed free of cost across the state,"
Pardeshi further added.
19
Relevance in Public Relations (PR)

Facebook likes;
Press Conferences.
Website and
SEO (Search
Youtube advert.
Engine
Optimization) for keywords
(research tools can help you
find the right keywords to
optimize a website for search
engine users).
1/4/17

20
Relevance in Public Relations (PR)

Marcomm
activities managed by PR
professionals. (Marketing communication are Set
of activities organization do in order
tocommunicatewith the market- Marketing
communications professionals use every means
available to deliver marketing messages to
employees within the organization and customers
outside.
E.g. Sakaal Newspaper reimburse the bills of

subscriptions of their employees.
E.g. Ambuja cement- Subsidy in purchase to
employees AND workshop for Building contractor,
etc.).
1/4/17

21
1/4/17

22
Public Relations Tools

Calendar
Dairy
Note pad
Sac,
office bag, suit case brief

case.
Cap
Sticker
Paper weight
Other stationary materials, etc.
1/4/17

23
Why do we study Media

Planning and Buying ?
Choosing which media or type of advertising to use
is sometimes tricky with limited budgets.
Large-market television and newspapers are often
too expensive for a company that services only a
small.
Magazines, unless local, usually cover too much
territory to be cost-efficient, although some national
publications offer regional or city editions.
Metropolitan radio stations present the same
problems as TV and metro newspapers; however, in
smaller markets, the local radio station and
newspaper may sufficiently cover a small firm's
audience.
1/4/17

24
Indian Readership Survey (IRS)

Topline Findings
(HANSA RESEARCH) Dr. Sunder Rajdeep, Head,
1/4/17
Dept. of Communication & Journalism, University of

Mumbai.
25
IRS
(Indian Readership Survey) is

thelargest continuous studyof the world
with a sample size of more than 2,50,000
households across India. It has been
providing valuable information to the
media and marketing fraternity since
1997.
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 crosssection of individuals, in great detail, so as
to present a true and unbiased picture of
their readership habits.
1/4/17

Mumbai.
26
On
the media front, it also captures

information on television and cinema viewing
habits, radio listening habits and Internet
usage. In addition to this, IRS captures
information on various FMCG (Fast Moving
Consumer Goods) products, usage and
consumption and durable ownership amongst
households (PC, Landline phones, cameras,
cars, cupboards/cabinets, wardrobe, etc. ).
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.
1/4/17
27
IRS
covers information onover 100

product categories. IRS information is
available in user-friendly software and is
the essential tool for category, brand and
media understanding.
IRS is conducted byMRUC(Media Research
Users Council) andHansa Research.
MRUC
is a not for profit organization

constituted by advertisers, ad agencies
and media owners. Hansa Research is
the fastest growing market research
agency with successful track record of
media studies.
1/4/17

Mumbai.
28
Media Consumption
(Note : Figures in Corers)
Media
2011
2012
Any other
Media
63,6307
Press
35,0347
35,2115
TV
54,9864
55,4651
5.6
Radio
15,6692
15,4941
-4.2
75,768
75,195
-4.2
Cinema
64,0396
Average
%
3.2
1.3
29
Top 10 English-Dailies
(Fig.
in Cr.)
30
Top 10 Indian Publications-Dailies

(Fig. in Cr.)
31
Top 10 Magazines
(Fig. in Cr.)
32
Does the IRS matter to advertisers?
1/4/17
33
1/4/17
34
Components of Media Plan

Defining the marketing problem
Don`t spin your wheel solving the
wrong problem.
2. Marketer & researcher must sure
they are working on right problem.
3. Defining problem accurately is
more art than science.
4. It`s a combination of data &
judgment that demand real thought
& efforts.
1.
1/4/17

Mumbai.
35
What could be
the
Marketing
problems?
Geographical areas
: Selling the
refrigerator at
heavily snow fall
region (For e.g. LehLadakh, etc.)
Language
Ethnicity
Lack of need
among the
costumer?
Lack of aspirations
among the
36
e.g.- Discuss: Ambuja

cement case studies.
Ambuja has
flagged-off the
first-leg of the
mason awareness
initiative of
empowering the
masons by
educating them on
efficient
construction
techniques and
1/4/17
37
What could be the

Marketing problems?
Contradictory Content or
product is harmful, etc.
E.g.-Discuss case studies
: Maggi clear tests, may
be back by December
2015.
1/4/17

38
5, the same day

national food
regulator Food
Safety and
Standards Authority
of India (FSSAI)
banned its sale
alleging excessive
levels of lead in it
and mislabeling on
the pack. The
recall, the countrys
biggest and which
grabbed
international
headlines, almost
wiped out the
entire instant
noodles category
39

1.
2.
Translating the marketing

requirements into possible
media objectives.
Defining a media solution
by formulating media
strategies.
Television
Radio
Newspapers
Magazines (consumer and
trade)
1/4/17

40

Outdoor billboards
Public transportation
Yellow Pages
Direct mail
Specialty advertising (on items such as
matchbooks, pencils, calendars,

telephone pads, shopping bags and so
on)
Other media (catalogs, samples,
handouts, brochures, newsletters and
so on)
1/4/17
Mumbai.
41
Comparing the cost and effectiveness of

various advertising media
Reach
Frequency
Cost
per thousand (target audience)

E.g. Dinshaw`s brought to you a complimentary
copy of Hindustan Times Newspaper August
12, 2001 : Cost per thousand- Rs. 3.50 X 1000
= 3,500 Rs.
Impact
Reach and frequency are important aspects of an

media plan.
1/4/17

42
Media Research
Case Study :
http://www.mediacom.com/en/what-we-do/consumer-insight.aspx
Information
Sources
Client
information
Market
research
Competitive
advertising
Media
information
Consumer
1/4/17
Client information
Targeted markets
(Urban or Sub-Urban
or Rural, etc. )
Previous promotions
and their
performance
Product sales and
distribution patterns
Brand plans
The budget
Dr. Sunder Rajdeep, Head, Dept. of Communication & Journalism, University

of Mumbai.
11 - 43
New Client Company Information

Client name : _________________________
Client phone : ______________________ Client email : ________
Company name : ____________________
Address(s) : __________________________________________________
Company phone number(s) and fax : ______________
Hours of operation : _____________________
Company slogan/tagline : ____E.g. Connecting People
Business industry / niche : _________________________________
Year founded : ________________________________________________
List cities, townships, etc. you conduct business in : ________________
List product(s)/service(s) : __________________________________
Payment Options? : ___________________________________________________
What is your most profitable product or service? : ___________
Describe company/business in 200 words : ______
Company goals/mission statement : _______
Website URL or desired web address : ________________
List promotions, sales, coupons, you will run for web
customers_______________________ Dr. Sunder Rajdeep, Head,
1/4/17
44
Current Marketing Information

How are you currently marketing your business/company? __________
Types of marketing/advertising used in past? _______________________
Amount spent per month on advertising/marketing? ________
What is the value of your average sale/client? ________
How are you currently getting the majority of your business? ___
What is the reason customers come to you? ______
Top 5 keywords someone would use when searching for your
business, industry? _____
Who are your Top 5 competitors? _______________
What has been your most effective type of marketing in the past? _
List of publications/advertisements used for paid advertising in
past? ________
Approximately how many current customers/clients do you have? __
Approximately how many customers/clients have ever bought from
you? ________
Do you periodically touch base with current or previous
customers/clients? How often? __
What methods do you use to keep in touch with current/former
clients/customers? _____
1/4/17

45
Current Website and

Web Marketing Information
What type of online advertising have you used/are currently
using (SEO (Search Engine Optimization), banner ads, paid
directories, yellowpages.com, etc.)?
Are you currently showing up on the local search maps
(Google local, Yahoo local, Bing)? If so, which ones? _______
Are you currently utilizing any social media/networking
sites? If so, which ones? _______
Are you registered with any online business directories? If
so, which ones? ______
What other types of online marketing are you currently
using/have used in the past?____
What traffic techniques do you currently use to drive traffic
to your website? __
What methods are you currently using to track your web
marketing results? __
How many visitors does your website get per month? ______
1/4/17

46
Current Website and

Web Marketing Information
How many sales do you get per month from your
website?
How much are you currently spending per month in
online advertising? ___
What percentage of your revenue comes from sales
generated online? ____
What is your average cost per sale? ___________
What is your average profit per sale? _____
On average, how often does a regular customer buy
from you? _____
Do you have a blog? If so, how often do you post? What
is URL? ___
What aspects of your current website do you want to
maintain (content, design, graphics, etc)? ____
1/4/17

47
New Website Creation Form

List 5 websites you like, preferably in the same area as your
business niche/industry: ________________________
What is your goal for your new website and/or online
marketing services (outdated site, expanded services,
different audience)? ___
What are your primary objectives for your website and
online marketing efforts? ___
What are your color preferences for your website? ______
What content or visual elements from your current
website/marketing materials should be utilized (logo, color
scheme, branding, navigation, etc.) ______
What is the action you would like your website visitors to
take (call, email, fill in form, visit, etc.)? _____
What content do you currently have that could be used to
position you and company as experts in your niche market
(articles youve written, interviews conducted, press
releases, TV/Radio interviews, commercials, etc.)? ___
Do you have current photos of you, business, employees,
vehicles, buildings, signs, etc. to be used online? _______.
48
Media Research
Market
Research
Competitive Advertising
Media planners make
decisions based on the
amount of competitive
traffic
Share of voice
Independe
ntly
gathered
informatio
n about
markets
and
1/4/17
Measures the percentage
of total advertising
spending by one brand
relative to the
competition.

11 - 49
For Example : Market Research

Survey
What is your age range?
18-24 ___ 25- 34 ____35-50_______50 and above
What is your yearly income range?
Bellow Rs. 5000_____ Rs. 5001- 15000 _____Rs.
15001 -30000 ____More than Rs. 30000
Gender : Male ? Female ?
Which of the following products have your purchased
in the last 2 months. Please check all that apply ?
Product 1 ____ Product 2 _____ Product 3 ___________
How often would you use our new product?
Daily _____ Weekly________ Monthly
What would you pay for the new product? _______
What features would you like to see in the new
product? ___________________
1/4/17

50
For Example : Market Research

Survey
Please rate your level of agreement with the following statements:
Variables
Our products
are priced
fairly.
Our products
are high
quality.
You would
recommend
our product
to a friend or
colleagues.
1/4/17
Strongly
Disagree
Disagree
Agree
Strongly
Agree
Dr. Sunder Rajdeep, Head, Dept. of Communication & Journalism, University

of Mumbai.
51
Media Research
Media Information
Various
media provide
information about the size and
structure of their audiences.
Selected
1/4/17
marketing area.
11 - 52
Radio clearly dominates its presence in

Morning; TV takes its position post afternoon
1/4/17

53
On an average, Television garners 10

times more Advertising spends than Radio
SOURCE: TAM AdEx Period : Apr08 -Mar' 09 Markets: Mumbai, Delhi, Bangalore,
Kolkata.
54
Top Spenders on Television are from the FMCG industry
SOURCE: AdEx Period : Jan -Mar' 09
55
56
1/4/17
57
1/4/17
58
Monday, Oct 19,2015 : RAM Ratings

Week 40: Radio City takes the lead
in Mumbai
with Big FM at second spot.
59
Consumer Information
Media
planners use
consumer information to
locate the target audience
within media markets.
1/4/17

60
Media Objectives
Exposure
and GRPs
The Reach
Objective
The
Frequency
Objective
Effective
Frequency
Gross impressions
The sum of the audiences
of all the media vehicles
used during a certain
time span.
Gross Ratings Points

Media planners convert
impressions to gross
ratings points in order
to compare the
efficiency of media
schedules.
11 - 61
62
Radio attains two similar peaks in the mornings & evenings Peaks of TV - Radio are
quite comparable
1/4/17

63
Media Objectives
Exposure
and GRPs
The Reach
Objective
The
Frequency
Objective
Effective
Frequency
1/4/17
The percentage of
the audience that is
exposed at least once
to the advertisers
message during a
specific time frame.
(E.g. HT Spot the Dot
and win a lot.)
Unduplicated
audiences

11 - 64
Media Objectives
Exposure
and
GRPs
The Reach
Objective
The
Frequency
Objective
Effective
Frequency
1/4/17
Estimates the
number of times
the exposure is
expected to
happen.
Average
frequency
Frequency
distribution

11 - 65
1/4/17

66
Media Objectives
Exposure
and
GRPs
The Reach
Objective
The Frequency
Objective
Effective
Frequency
1/4/17
Combines
the
reach and
frequency
elements into
one fact.

11 - 67
Media Strategies
Media
planners determine the

most cost-effective media mix
that will reach the target audience
and satisfy the media objectives.
Strategies
are designed to deliver

on the media objectives, to deliver
the right level of exposure in
terms of reach and frequency.
1/4/17

11 - 68
Variables of Media Planning

The
marketing mix focuses on
elements:
Price
Product
Place (Distribution)
Promotion
These
variables are all interdependent.

Controllable variables as one can choose,
alter & control these.
1/4/17

69
For e.g. : Harley-Davidson

inaugurates new outlet in Pune
Eyeing the rising demand for premium bikes in India, Harley-Davidson has opened a new dealership in Pune. With Two rivers HarleyDavidson, the company has added yet another store, which takes its tally to 11 in India. At the inauguration of the 5000 sq. ft. state-of-theart showroom, Anoop Prakash, Managing Director of Harley-Davidson India and Sunil Christian, Dealer Principal of Two Rivers HarleyDavidson were present and they spoke about the firm's plans for India. Located on the Amanora Town Centre Mall in Pune, the new
showroom is expected to give boost to the leisure motorcycling culture of the city.
The latest addition to the dealership network comes at the right time as Pune already has a significant customer base of Harley-Davidson bikes. As the Two Rivers Harley-Davidson is the first showroom in Pune that provides dedicated servicing of the company's bikes, the existing owners will breathe a sigh of relief. Now they can get their bikes serviced locally in Pune instead of taking
them to Mumbai.
Speaking at the inauguration event, Anoop Prakash, said, We are the undisputed leader in the premium motorcycle segment in the country. Harley-Davidson is proud to lead the way in developing a strong leisure motorcycling culture in India and as the eleventh Harley-Davidson dealership in the country, Two Rivers Harley-Davidson will help with that development. A dealership in Pune
was a natural progression since Harley-Davidson is a much loved brand in Pune with a large number of customers already present here . We are delighted to open our doors to the wide motorcyclist base in Pune and welcome new customers to our growing family of Harley-Davidson owners.
He said that the passion, enthusiasm and respect that Harley-Davidson bikes have received in India will continue to inspire growth plans of the company. Prakash later on divulged some details about the future prospects of the company by saying that Goa is next on the radar of Harley-Davidson as it will get a new showroom in coming days. He also hinted that the all new Harley-Davidson
Street 750 model might be soon making inroads in the country.
On the behalf of Two Rivers Harley-Davidson, Sunil Christian, was quoted as saying, We at Two Rivers Harley-Davidson are absolutely delighted to bring Harley-Davidson to Pune, a city with an established leisure riding culture. The brand is renowned world-over for providing its customers with a premium lifestyle experience through a unique product offering. Through this launch, we seek
to fulfil the dreams of local enthusiasts to explore their spirit of freedom and self-expression and take to the roads, in the true Harley-Davidson style.
In the newly launched dealership, Harley-Davidson will be selling all the 11 models that are offered in India besides the availability of riding gear, apparel, and merchandise. The range of Harley-Davidson bikes in India start from an ex-showroom price of Rs. 591000 in Pune. To give away greater customer satisfaction, the new dealership would provide a wide range of genuine HarleyDavidson parts and accessories for customising bikes.
70
Media Strategies
Media mix selection
Target
audience
strategies
Media use.
Media selection is based

on message needs.
For E.g. MumyPoko
pants. (Half of the India
doesn`t know the diaper
concept.)
Geography.
Consumption
patterns.
1/4/17
Using a variety of media

to get your message out
to customers.

11 - 71
1/4/17
72
Scheduling Strategies
Timing Strategies
Duration: How long? :
set the period of time e.g. 3 months, 6 months,
whole year.
Continuity: How often?: the way the ad is
spread over the length (i.e. Frequency).
depends on the budget, product usage.
e.g. Shampoo Vs. Hair-conditioner.
LEAD TIME :
1) time allowed before the sales period
(seasonal)
2)production time needed to get ad into the
medium.
1/4/17
1-73
Continuity Scheduling
Strategies
1. Continuous strategy: spreads
continuously / match consumer use
cycle product usage. (e.g. Tooth
Pest, Soap, etc. )
2. Pulsing strategy: intensify ad

before the open aperture and
reduce the ad (Periodic intensity)
3. Flighting strategy: It has the
periods of intense and period of no
ad (Gap: On-and off schedule)
1/4/17

1-74
Continuity Scheduling Strategies
1/4/17

1-75
Media Budget
Media planner begins and ends with the
budget.
BUDGET
MEDIA MIX
BUDGET ALLOCATION
1/4/17

76
Media plan for print media
Publ. Lang. Freq.
Circl.
Edition
Size
Times Eng. Dly.5L. All 100cc BW.

of India
Col/BW
???
Nav
Hin. Dly.60T.
Bharat
All 100cc BW.
The
Hindu
All 100cc BW.
Eng. Dly.40T.
Ins.
Rate
???
???
???
???
???
Aanad Ben. Mnly.

Bazar
Patrika
1 L.
Cal.
FP
Col.
???
Thanti Tam. Fnly.
20 T.
Che.
FP
Col.
???
???
Eenadu Tel. Wkly.
10T.
Hyd.
HP
Col.
???
???
19
???
????
Plan Total
1/4/17
Cost
???

77
Database used by media planners

NRS
IRS
: National Readership Survey.
: Indian Readership Survey.
Product
profiles : Data on product

and brand usage.
ABC
: Audit Bureau of Circulation

(Circulation figures).
1/4/17

78
Mechanics of Media buying and selling in

electronic Media
For e.g. _Television Channel Advertisement
Reference :
http://www.tamindia.com/tamindia/Adex_News_TV.htm
1/4/17
79
TELEVISION
ADVERTISING :
TELEVISION
ADVERTISING usually abbreviated

toTV commercial,advert (to call attention or
make reference to something),ad, orad-films.
It mean Broadcast media advertising. It is a
paid form of targeted advertising, Brief
advertising spots range from few seconds to
several minutes, infomercials (a commercial
advertisement on television that is made to
appear like a full-length interview or
documentary program OR
Teleshopping
program).
1/4/17

Mumbai.
80
Type of TV Advertising :
Direct Response Television Advertising

(A marketing effort that encourages the
target audience to respond directly to
the advertiser: through the telephone, a
business reply card, a coupon and so
on)
For successful direct response spots,
follow these important guidelines:
Create 60-second spots. While 30-second spots are the
norm for most TV advertising, their primary function
is lead generation. The 60 second spot is the preferred
length for selling
products.
1/4/17
81
Type of TV Advertising :
Have a visible call to action. It's advisable to have a tollfree number, and possibly a website, onscreen for a
minimum of 40 seconds. Some advertisers display this
information throughout their spots.
Use the magic number, Rs. 19.95. This is the most
successful price point for direct response TV ads. With
only 60 seconds, it can very difficult to create value in
the audience's mind above an impulse,
Rs. 19.95 to , Rs. 29.95 price point. For higher-priced
products, 30-minute infomercials (a commercial advertisement on
television that is made to appear like a full-length interview or documentary program)
or placement on TV shopping networks work best.

1/4/17
82
Direct Response Television

Advertising, e.g.
1/4/17

83
Essentials of Effective TV Commercial:
Essentials of Effective TV Commercial

Put people in your commercial Plan &
plan out your video Writing a script,
Audio and video must match Never
forget your call to action.
E.g. Nirma Beauty Soap (Sonali).mp4
(https://www.youtube.com/watch?
v=CBCnrOIq61U)
1/4/17

84
Essentials of Effective TV Commercial:
Essentials
of Effective TV
Commercial Stick to time Hiring a
production company, Scheduling
your commercial Frequency &
Consistency.
1/4/17

85
Advantages of TV Advertising :
Advantages
of TV Advertising
Considered largest mass medium
Sight, sound and motion frequency,
impact and targeting abilities
Improvise creativity Build a
respectful and reliable reputation
for companies Ratings through
people meter.
E.g.
1/4/17

86
KEY TO TV AD SUCCESS :
KEY
TO TV AD SUCCESS: A
strong audio and video
combination Songs or melodies
(jingles) Colors, fonts,
background, etc. Humour
Animation Messages should be
short and punchy.
1/4/17

87
E.g. TV 18 group (CNNIBN)

The full Olympic games coverage
presented by :
1/4/17
88
Universe
The
Total or 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.
Reference :
http://www.tamindia.com/tamindia/Adex_News_TV.htm
1/4/17
89
Calculation of Reach
Universe : 10 individuals.
For a single episode of a program :
If out of the above 10 people 6 saw
atleast 1 minute of the programme then,
Reach : 6 out of 10.
Therefore, reach = 60%
1/4/17

90
Gross Reach
Gross
Reach = Summation of all
audiences who have been exposed to the

vehicle :
Week
1 : 1000
Week
2 : 2000
Week
3 : 1500
Week
4 : 1200
Hence, Gross Reach = ?

1000+2000+1500+1200=5700.
1/4/17

91
E.g. - Ad Tariff of Doordarshan
DD-NATIONAL : NEWS/ SAMACHAR

SPOT
BUY RATE ( PER 10 SECONDS)
Before/After Rs. 80,000

(8.00 PM to 8.15 PM)
Note :
News
Mid-Break
Rs. 90,000.
Samachar
Before/After
Samachar
Before/After Rs. 20,000.
80,000
(8.15 PM to 8.30 PM)
Mid-Break Rs. 90,000.
7.00AM to 7.15AM)
Mid-Break Rs. 25,000
1/4/17
Rs.
In the morning
Samachar &
Evening News/
Samachar there
will be a
minimum of two
breaks of 60
seconds each.

92
Media Strategies
Cost Efficiency
Cost per thousand
Cost of message unit
CPM = __________________________ X 1,000
Gross impressions
1/4/17

11 - 93
For example :
CPM = Cost of message unit = Rs.

5,40,000.
Gross impressions = 90,0000,000 Cr.
5,40,000
CPM = __________________________ X 1,000
90,0000,000
CPM = 0.6
1/4/17

94
1/4/17

95
1/4/17

96
Media Buying
Buying is a
complicated
process.
The American
Association of
Advertising
Agencies (AAAA)
lists not less than
21 elements in the
authorization for a
media buy.
1/4/17
Providing inside info

Media buyers are
important
information sources
for media planners
Close enough to
day-to-day changes
in media popularity
and pricing to be a
constant source of
inside information.

11 100
Media Buying
Selecting Media
Vehicles
Choose the best
vehicles that fit the
target audiences
aperture
The media planner
lays out the
direction; the buyer
is responsible for
choosing specific
vehicles.
1/4/17
Negotiation
Media buyers
pursue special
advantages for
clients
Locate the desired
vehicles and
negotiate and
maintain
satisfactory
schedule and rates.

11 101

102
Media Buying
Preferred Positions
Locations
in print
media that offer
readership
advantages
Preferred
positions often
carry a premium
surcharge.
1/4/17
Extra Support Offers
Value-added media
services
Contests
Special events
Merchandising space
at stores
Displays
Trade-directed
newsletters

11 103
Media Buying
Billing and payment
It is the
responsibility of
the advertiser to
make payments to
various media
The agency is
contractually
obligated to pay
the invoice on
behalf of the client.
1/4/17
Monitoring the Buy

The media buyer
tracks the
performance of the
media plan as it is
implemented, as
well as afterward.
Poorly performing
vehicles must be
replaced or costs
must be modified.

11 104
Case Study : SUNFEAST
DREAM CREAM
INTRODUCTION : ITC was formed on 24 August 1910
under the name Imperial Tobacco Company of India
Limited. Later the name was changed to India Tobacco
Company Limited in 1970 and then to I.T.C.
In July 2003, ITC forayed into the Biscuits market with the
Sunfeast range of Glucose, Marie and Cream Biscuits.
Sunfeasts brand essence Spread the Smile connotes
happiness, contentment, satisfaction & pleasure.
The launch of the Dream Cream range of biscuits in two
exciting and innovative dual cream formats reinforces ITCs
commitment to continuously delight the consumer.
Dream Cream, a unique offering from Sunfeast, is the only
biscuit in India with two delicious creams in one biscuit
with fun- filled variants -'Choco Vanilla', 'StrawberryVanilla& 'Butterscotch Zing.
1/4/17
106
Prepare a Media Plan

accordingly
The job of media planning involves
determining the
best combination of media to achieve the
marketing
campaign objectives.
The APERTURE concept in Media
Planning:An ideal time and place at which the
prospective customer will respond to
the advertising messages
Goal of a Media Planner:
Media Objectives- Sunfeast

Dream Cream
To create top of mind awareness of the
product by communicating with the target
audience through advertising thus
generating maximum sales.
To capture and control the cream biscuit
market.
Advertising messages should be
understanding and it should focus more on
dual cream fillings and the variants
available.
BUDGET-16,00,00,000
(16 Crore For One Month)
SegmentationMarketing DemographicObjective
Age
Quality
Group: 4-30
Conscious
Years
;Gender:
STP
PROFILE
Children,
Male & Female;
Occupation:
youngsters.
Students, Working
Target-Middle &
Class, Housewives.
Upper Middle
Psychographicclass, Upper
People who like
Class.
cream biscuits;
PositioningPeople who like
Smooth,
variety of choices
People who like
Yummy, Tasty
innovation.
Cream Biscuits
Do the SWOT analysis of SUNFEAST

DREAM CREAM ??????
Strengths ?
Opportunities
?
1/4/17
Weaknesses ?
Threats ?

110
Media Strategies
Television
will be the primary and the most

important source of delivering the message
to the target audience.
As ITC has range of Classmate books, it will
be ideal to place advertisements on the
back cover of the notebooks.
Using Print Media to connect the prospective
buyers.
To attract the potential customers, Radio will
be an important medium.
Outdoor Advertisements will create an
added impact.
TELEVISION
TV
CHANNEL
SPOTS
(One Day)
COST (Rs.)
Per Day
Monthly Campaign
Cost (Rs.)
Cartoon
Network
15
1,38,000
41,40,000
Pogo
15
1,50,000
45,00,000
Disney
15
1,08,000
32,40,000
Hungama
15
1,20,000
36,00,000
15 (12pm-5pm)
(6.30pm9pm)
17,40,000
5,22,00,000
4 (During
Boogie
Woogie)
40,00,000
3,20,00,000
SAB TV
Sony
TOTAL COST 62,56,000
9,96,80,000
PRINT
PUBLICATION
RATE
SIZE
INSERTIONS
Times of India
(Main)
6960/sq.cm
16x25
(Quarter
Page)
1,39,20,000
Mumbai Mirror
2648.45/sq.
cm
16.5x25.3
(Half Page)
55,27,977.26
Maharashtra
Times
2331/sq.cm
16x25
(Quarter
Page)
46,62,000
Hindustan
Times
3400/sq.cm
16x25
(Quarter
Page)
81,60,000
Navbharat
Times
1125/sq.cm
16x25
(Quarter
Page)
27,00,000
Mid Day
1494/sq.cm
33x25
(Half Page)
61,62,500
Lokmat
1625/sq.cm
33x25
(Half Page)
80,43,750
TOTAL
COST(RS.)
4,91,76,227.
26
Radio
RADIO
CHANNEL
RATE
(30SECS/AD)
SPOTS (PER
DAY)
Radio Mirchi
(98.3) FM
3084
10
9,25,200
Big (92.7) FM
2430
10
7,29,000
Red (93.5) FM
3240
10
9,72,000
Radio City
(91.1) FM
3300
10
9,90,000
Fever FM 104
1500
10
4,50,000
Radio One
(94.3) FM
1500
10
4,50,000
Oye FM (104.8)
1050
10
3,15,000
TOTAL
MONTHLY
CAMPAIGN
COST(RS.)
48,31,200
STANDEES IN MALLS OUTDOOR

MALLS
No. Of
Standees
COST
(Rs.)
R -City Mall
12
13,200
Phoenix
Market City
12
13,200
High Street
Pheonix
Oberoi Mall
8,800
Infinity Mall
11,000
Korum Mall
10
11,000
Inorbit Mall
10
11,000
R- Mall
BUS SHELTER
AREA
RATE (Rs.)
South Mumbai
(Marine DrivePrabhadevi)
11,06,260
South Mumbai
(VT- Colaba)
8,29,695
Western Suburbs
(Bandra to
Dahisar)
22,12,520
Central Suburbs
(Sion to Mulund)
19,35,955
9,900
8,800
TOTAL OUTDOOR BUDGET-Rs.61,71,330
TOTAL CAMPAIGN
BUDGET
Rs.15,98,59,417
Thank You
1/4/17

117

Media Planning and Buying

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Media Planning and Buying

Uploaded by

Copyright:

Available Formats

Media Planning and Buying

Dr. Sunder Rajdeep, Head, Dept. of Communication & Journalism,

What is Media Planning?

Dr. Sunder Rajdeep, Head, Dept. of Communication & Journalism,

the changing Media landscape,

the increased availability of research

Dr. Sunder Rajdeep, Head,

Dr. Sunder Rajdeep, Head,

Dr. Sunder Rajdeep, Head, Dept. of Communication & Journalism,

Dr. Sunder Rajdeep, Head,

Dr. Sunder Rajdeep, Head,

Dr. Sunder Rajdeep, Head,

Dr. Sunder Rajdeep, Head,

Dr. Sunder Rajdeep, Head,

Dr. Sunder Rajdeep, Head,