Praveen Rai

Media
Management
 Definition
Media + Management
 Media Speak
 Audience/Coverage/Composition
◦ Audience
number or % exposed to a vehicle

◦ Audience Coverage
 number or % reached by a single insertion in a
specified area

◦ Audience Composition
 statistical breakdown of a media vehicle’s
total audience
 Media Speak
 Reach & Ratings

◦ Broadcast Media use Rating Points

 % of Target Audience reached by a media
vehicle

◦ Print Media use Circulation

 Number of copies sold or distributed
 Media Speak
 Above-the-Line/Below-the-Line
◦ Above = paid advertising
◦ Below = sales promotion, PR, events
 Traditional/Non-Traditional
◦ Traditional = major mass media
◦ Non-Traditional = unique media opportunities
and new media forms
 Media Speak
 “Brand Contact Points” & More
◦ Brand Contact Points (Chapter 2)
◦ Personal Media Network (Chapter 2)
◦ Aperture (Chapter 2)
 Clutter & Fragmentation
◦ Clutter - a result of
 More media channels
 More messages in each channel
◦ Fragmentation - a result of
 More media channels
 More audiences. Smaller audiences.
 Media Building Blocks

Strengths & Weaknesses:

 First, we’ll examine the Strengths &

Weaknesses of each Medium
 Then, we’ll take you through the
steps of Building a Media Plan.
 Print
Strengths & Weaknesses:

 Portable
 “Time independent”
 Not a fleeting medium - it lasts
 Accommodates complex copy
 Good picture quality
 Easier to feature more than one product
 Versatility
 Can be preserved and reread
 Journalistic content = credibility & prestige
 Can deliver coupons
 Newspaper
Strengths & Weaknesses:
 “Prestigious”  Reproduction varies
 Readers upscale  Not much passalong
 Readers use ads  Can be expensive
 Less lead time  Cluttered
 Strong local  Not read thoroughly
emphasis  Poor demographic
 Sense of immediacy selectivity
 “Cataloging Value”  May have adverse
editorial
 Magazine
Strengths & Weaknesses:
Special audience Building audience
opportunities takes time
 Can be long-lasting  Can be cluttered
 Repeat exposure  Early closing dates
 High “passalong”
 Creative flexibility
 Out-of-Home
Strengths & Weaknesses:
 Frequency and  Poor demographic
repetition selectivity
 Large audiences.  Limited time.
Low cost. Limited copy.
 Visual impact  Complicated logistics
 Blanket coverage  Can be expensive
 Versatility  Restrictions
 BROADCAST
MEDIA
Electronic instrumentation of radio
and television, including local radio
and television stations, radio and
television networks and cable
television systems. Because of their
ability to reach vast numbers of
people, broadcast media play a very
important role in any advertising
campaign that needs to reach a broad
market base.
 Television

• A mile wide, an inch deep

• Visuals justify the story

• “Real” people
Television Advantages

 High Impact
 Sight-Sound-Motion
 Mass Coverage
 High Reach
 Attention Getting
 Favorable Image
 High Prestige
Television Disadvantages

 Cost

 Fleeting Message
 Clutter

 Limited Viewer Attention

Use Television Advertising When...

The budget is large enough to

produce high quality commercials.
The media budget is sufficient to
generate and sustain the number of
exposures needed.
The market is large enough and
reachable efficiently through a
specific network, station, or
program.
TV Audience Measures

Program Rating

HH tuned to show
Rating =
Total Indian HH

Share of Audience

HH tuned to show
Share = Indian HH using
TV
 Radio

 The prime purpose of radio is to convey

information from one place to another
through the intervening media (i.e., air,
space, nonconducting materials) without
wires. Besides being used for transmitting
sound signals, radio is used for the
transmission of data in coded form.
 Radio
Advantages Disadvantages

 Cost and Efficiency  Creative

Limitations
 Flexibility  Limited Listener
Attention
 Integrated
Marketing  Clutter
Opportunities
Radio Differs from TV

Radio Broadcasting . . .

 Offers
only an audio
message.
 Is
more limited
communication.
 Less advertising cost
 Has less status and prestige.
Radio and TV Similarities

Both Media . . .

 Are time oriented media

 Have some network affiliates
 Will be regulated by BRAI
 Huge coverage
Big TV and radio advertiser 2009-10 in

India
TV RADIO

Himani
 Basic Components
(see Media Workbook #26)

1. Reach, Frequency (and GRPs & GIs) & effective

reach/frequency, if desired
2. Continuity (advertising timing pattern)
3. Specification of Targets (primary, secondary)

4. Special Geographic Emphasis (national vs. spot or

national with regional/spot-heavy up)
Also basic are:
 Restrictions/Implications from Budget, Creative Strategy,
Sales promotion
a. Specify reach and frequency, (and
GRP) goals desired for each month or
each flight or each quarter or overall
campaign period on average

e.g., January: R = 80%, F = 5

Quarter 1: R = 80% F = 7

Overall campaign R = 70%+, F = 6

b.Example of Reach and Frequency Goals

1. Achieve a minimum reach level of 80 with

adults women aged 35-54 during the two
introductory months
2. Maintain at least 50% reach in each
advertising period and maximize when sales
promotion runs (in February and October)
3. Maximize reach and frequency during sales
peaks (September – November)
 C. Definitions

Reach and Frequency

% of different targets or households exposed to

a vehicle or schedule at least once over a
specified (typically 4-week in broadcast) period
= Reach

average # of times the reached households or
target are exposed to a schedule over a
specified (typically 4-week in broadcast) period

= Average Frequency
 GRPs and GIs

Both indicate gross delivery of (ad or vehicle) exposures

Gross Impressions (Gis) are expressed as an absolute

number

e.g., 240 million GIs


Gross Rating Points (GRPs) are expressed as a
percent (of total population or) target population

e.g., 2400 GRPs

d. How to Set Reach and Frequency
Goals -- The desired levels will depend on various
situational factors

 Reach

Decided according to the awareness level

(goal) set -- e.g., 2400 GRPs/80% reach 
70% awareness?

Set equal to or higher than the main

competition
d. How to Set Reach and Frequency
Goals -- The desired levels will depend on various
situational factors

 Reach

Emphasized When anything new is

introduced

- new distribution, new product features, new

ad copy, new sale promo, new packaging,
new marketing/advertising objectives
d. How to Set Reach and Frequency
Goals -- The desired levels will depend on various
situational factors

 Frequency

Emphasized When the competition is

intense

The question is: how much frequency

is necessary
d. How to Set Reach and
Frequency Goals

Other Marketing Factors to Consider:

Product Life Cycle, Breadth of

Target, Purchasing Cycle, Budget
 Product Life Cycle (PLC)

◦ For products in the introductory stage of

product life cycle, __________
Reach tends to be
more important.
 e.g. Toyota Matrix,

 For established products in later life cycle

stages such as maturity stage __________
tends to be more important. Frequency
 e.g. Tide, Pillsbury Cookie Dough, Coca Cola
  Breadth of Target Market

◦ If target is broadly defined demographically or

geographically, _________
Reach would be more
important.

 Frequency
If target is narrowly defined, __________
would be more important.
 Purchasing Cycle (PC)

◦ For products with short PC (e.g., ), _________

Frequency may be
more important; For products with long PC (e.g., ),
Reach
_________ may be more important.
 E. Setting Effective Reach and Frequency

The number or a range of exposures required to produce

a desired impact (e.g., sales, brand awareness, brand
liking,..) -- 3+, 4+, 3-10,

= Effective Frequency


Number or % or targets exposed the required number of
times

= Effective Reach
F. How to Set Effective Reach/Frequency
Goals

Joseph Ostrow’s Model (pp. 249-252):

Marketing Factors, Copy Factors, Media

Factors

May discard some of Ostrow’s categories

and add your own categories (see GS #21)
When Is Each Continuity Strategy Useful?

Continuous:
Short PC, Mature PLC, Reminder Campaign Goals, Lack of
Brand Loyalty , Media Discounts, Better Vehicle Choices &
Ad Positions, Intense Competition,

Flighting:
Seasonal Products or with Limited Budget, Long PC, Ability to
Build Frequency/Familiarity for a Short Time, Introductory
PLC

Pulsing:
Best, safest approach for products sold year round, those with
distinctive seasonality of sales, Intense Competition,
 2. Continuity
a. Three Basic Continuity Strategies:

Continuous: advertising effort remains relatively

constant throughout
Flighting: advertising effort varies over the
campaign period, with some
periods of time receiving no
advertising ("HIATUS")
Pulsing: advertising effort is notably varied
with some advertising during
every period
 Example:

Time Period Media Goals

Reach Frequency GRPs Cal.(R X F X Months.)
1. Jan / Feb
80% (Hi) 5 (Med) 800 80 X 5 X 2 mo.
2. Mar / Apr
60% (Med) 7 (Med) 840 60 X 7 X 2 mo.
3. May
-- -- 0 --
4. Jun / Jul /
50% (Med) 3 (Lo) 450 50 X 3 X 3 mo.
Aug
80% (Hi) 9 (Hi) 2160 80 X 9 X 3 mo.
5. Sep / Oct /
Nov -- -- 0 --
6. Dec

Campaign Ave.= Total GRPs=