Key elements that has a bearing on media planning

Clear understanding of the role of the advertising message in meeting the marketing objectives Thorough appreciation of the companys and products marketing situation, marketing objectives and strategies

Insight into implications of key competitors media strategy

Ability to establish correct media objectives

Key requirements for being a good media planner

Complete knowledge of media Imagination, creativity Expertise in crafting media strategies that will make it all work

Role of Advertising
What is advertising trying to accomplish Stimulate/increase awareness/trial Maintain/sustain current position remind/reinforce Introduce a new brand Reposition a current brand - IA Relaunch a declining brand Change attitudes Establish or improve image/reputation Merchandise to the trade Support sales force, impress franchisees, employees Elicit a direct response

Advertising Plan
What is the opportunity and/or problem which the advertising must address? What is the role of advertising? Who are we talking to? What is the key response we want from the advertising? What information/attributes are likely to produce this response? What aspect(s) of our brands personality should the advertising express? What are the key media considerations?

Four Basic Consumer Segments

First time triers of brand Repeat purchaser of the same brand Switchers back to the brand Users of the brand

Summing up key responses

Direct : Great. I will go and buy it now Seek Information : Sounds interesting. I must find out more about it Relate to own needs : What a good idea. Just the thing for me or that I was looking for Bring to Top-of-Mind : Ah, that reminds me. Modify attitudes : I never thought of it like that Reinforce attitudes : I made the right choice

Introduction to Media Planning

Media Planning
optimal resources right people right place right time often enough under suitable environment

to create the desired response

Media Planning
Strategic Media Planning
About the brand Sets the approach
Guidelines Framework

Implementation Planning
About media In the battlefront
Efficiency On-line Control

Media Strategy
Target Audience Target Markets Media Weights Media Environment Scheduling

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11

Terminologies

Market Terminologies

What is the difference between Urban and Rural

Urban Definition
In the Census of India - 2001, Urban areas have been defined as :a] All places with a municipality, corporation, Cantonment board or notified town area committee, etc. so declared by a state law. These entities are termed as Statutory Towns. b] All places which satisfy the following criteria :i) a minimum population of 5,000 ii) at least 75 per cent of the male working population is engaged in non-agricultural pursuits; and iii) a density of population of at least 400 persons per sq. km.

Socio-Economic Classification - Urban

 A demographic indicator designed by the Market Research Society of India to reflect purchase behaviour. It is based on 2 parameters - Education and Occupation of the Chief Wage Earner of the Household. The SEC of the HH determines the SEC of the family members. SEC A1+ is one category which also has an income filter (Rs 10,000 + per month).

Occupation / Education

Illiterate

Literate but no formal schoolin g/ School upto 4 yrs E2 E1 D D

School 5-9 years

SSC/HS C (School 10-12 years)

Some College but not Graduat e

Graduat e/PG General

Graduate/P GProfessiona l

Unskilled Worker Skilled Worker Petty Trader Shop Owner Business Men / Industrialist with number of Employees None 19 10+ Self Employed Professional Clerical / Salesman Supervisory Level Officer / Executive - Jr. Officer / Executive Mid/Sr.

E2 E2 E2 D

E1 D D C

D C C B2

D C C B1

D B2 B2 A2

D B2 B2 A2

D C B1

C B2 B1

B2 B2 A2

B1 B1 A2

A2 A2 A1

A2 A1 A1

A1 A1 A1

D
D D C B1

D
D D C B1

D
D C C B1

B2
C C B2 B1

B1
B2 B2 B1 A2

A2
B1 B1 A2 A1

A1
B1 A2 A2 A1

Socio-Economic Classification - Rural

Socio-Economic Classification - Rural

A demographic indicator designed by the Market Research Users Council

It is based on 2 parameters - Education of the Chief Wage Earner of the Household and the Type of House The SEC of the HH determines the SEC of the family members.

Socio Economic Classification - Rural

Education/Type of House Kacha SemiPucca Pucca

Illiterate
Literate but no formal sch. Upto 4 yrs 5-9 yrs. SSC/HSC Some College but not grad. Grad/PG -Gen Grad/PG -Prof

R4
R4 R4 R4 R3 R3 R3 R3

R4
R4 R3 R3 R3 R2 R2 R2

R4
R3 R3 R3 R2 R1 R1 R1

Household

One person or a group related by blood, marriage or adoption Live together Food and other household expenses are managed as one unit Does not include friends, colleagues, paying guests or hostelers

Housewife
The person in the household who takes decisions with regard to purchase of household commodities normally listed in the provision list. Need not always decide on the brands. Need not always physically go the shop to buy these products; the housewife may only be suggesting the requirements while someone else implements it

Housewife may be a male or a female

Media Neutral Terminologies

What is a Medium ?

It is a broad Communication platform

Broad Communication platforms are

Dailies

Magazines

TV

What is a Media Vehicle ?

Media vehicle is a specific constituent of the medium Or a carrier of communication

Media Vehicle
Medium
Television Newspapers Magazines Radio

Vehicle
Sun TV Publication X India Today, Ananda Vikatan Radio Mirchi, Big 92.7 FM

Out of Home
Cinema Video Internet

Railway Station CCTV, Airport Hoarding

Slumdog Millionaire DVD of a movie www.yahoo.com

What is Reach ?

Reach is

Distinct number of individuals or households exposed at least once to a vehicle or medium or plan It is a measure of audience accumulation

For example, in Market A

(000s) 5000

Estimated Individuals

Readers of Publication X

1000

% Reach of Publication X

(1000/5000) X 100
20 %

Maximum Possible Reach

Maximum percent of Target Audience that can be reached by any particular vehicle or medium Maximum Possible Reach of a publication is equal to its Total Readership

MPR : Example
Medium
TV Print Radio Cinema Internet All Media
Source : IRS2009R1

% MPR
95 69 43 26 10 98

Medium
Dailies English Dailies Tamil Dailies Magazines English Mags Tamil Mags

% MPR
67 22 60 37 09 35

Cumulative Reach

Cumulative Reach
Reach of a vehicle or schedule or a plan built across multiple insertions/spots

For example in Market A..

Insertion 1st 2nd 3rd 5th 10th

Publication X 280 324 365 416 512

20th
50th

628
762

Duplication
The number or percentage of a mediums audience, or of those reached with a media schedule ,who are exposed to more than one media vehicle or advertising message In press, it is the proportion of average readers of one publication who are also readers of another publication

Overlap between audiences reached of two or more media vehicles/media, measured in percentages / absolute numbers of the target audience

Duplication

Times of India

Midday

1334

276

Duplication of 1,90,000 readers between TOI & Midday in Mumbai

Duplication

Times of India

Midday

1334

190

276

Effectively with a combination we can reach out to 1420 individuals

Net Reach

Expressed in Numbers or %. Is equal to the total number of individuals reached after eliminating duplication

An Exercise
For example in Market A for Publication X readers..
Ins
Gross Reach (000s)
280 560

Net Reach (000s)

280 324

Duplication (000s)

1st 2nd

10th

2800

512

Source : IRS2009R1

Net Reach
For example in Market A for Publication X readers..
Ins
Gross Reach (000s)
280 560

Net Reach (000s)

280 324

Duplication (000s)
0 560 minus 324 = 236 2800 minus 512 = 2288

1st 2nd

10th

2800

512

Source : IRS2009R1

Frequency

Number of times an individual is exposed to a message

Opportunity To See (OTS)

Is actually a mathematical concept. Calculated by dividing the Gross Reach in numbers by Net Reach in numbers

Opportunity To See (OTS)

OTS = Gross Reach (000s) Net Reach (000s)

Example
Gross Reach
Vehicle 1 Vehicle 2

40,000

50,000

Gross Reach in numbers

= 90,000

Example

Assume Duplicated Reach in numbers = 20,000

Then Net Reach

Vehicle 1

Vehicle 2

20,000

20,000

30,000

Net Reach

= 40,000 + 50,000 - 20,000 = 70,000

Or
Net Reach = 20,000 + 20,000 + 30,000 = 70,000

OTS
Vehicle 1 Vehicle 2

20,000

20,000

30,000

Gross Reach in numbers Net Reach OTS

= 90,000 = 40,000 + 50,000 - 20,000 = 70,000 = 90,000 / 70,000 = 1.29

Average Frequency/OTS

Source : IRS2009R1

Average Frequency/OTS
The average number of times the target audience was exposed to the campaign within a specified period of time

Source : IRS2009R1

An Exercise

Ins
1st
2nd 10th

Gross Reach (000s)

280
560 2800

Net Reach (000s)

280
324 512

AOTS
1.0
560 divided by 324 = 1.7 5.5

Source : IRS2009R1

Reach and Frequency Tradeoff

Reach and Frequency exist in a relationship such that when one goes up, the other goes down (for a finite amount of advertising).

Reach

Frequency

Effective Frequency

Number of times an individual needs to be exposed to a communication in a fixed time frame for him to react in a desired way

Effective Frequency
Example : Effective frequency of 5+ means reaching the TG at least 5 times

Share of Spends or Expenditure(SOS/SOE)

Spends for a particular brand expressed as a percentage of the Spends for the defined category Example : Spends for Lux in May = Rs 3 cr. Spends for the Toilet Soap Category in May = Rs15 cr.

Hence SOS for Lux = 3 / 15 =20 %

TV Terminologies

Reach
Average number of individuals who have viewed a particular TV content for at least 1 minute.

For example:

- Doesnt Watch TV

Total No. of individuals

10

Individuals that watch TV for at least a Min - 6 Therefore, Reach = 6/10 = 60%

TVR
A Time Weighted Figure which also accounts for Time Spent by a Viewer along with the Reach

For example

- Doesnt Watch TV

Total Programme Time = 5 Mins.

Reach

= 6/10 = 60% TVR = 2/5 + 0/5 + 3/5 + 0/5 + 1/5 + 0/5 + 5/5 + 2/5 + 0/5 + 1/5 10

Therefore, TVR = 0.28 or 28 %

How can TVR be Read?

If TVR = 44%

It Means,
44% of the Universe saw 100% of the Programme Or 100% of the Universe saw 44% of the Programme

Average TVR
Its the Mean TVR achieved within a specified period provided it is for the same Market & for the same TG.

For example
Episode No. 1 2 3 4 TVR (%) 5.6 8.2 6.25 8.9

Average TVR = 5.6 + 8.2 + 6.25 + 8.9 4

= 7.24

For example
Episode No. 1 2 TVR (%) 5.6 8.2 Duration (mins.) 20 35 TVR x Duration 112 287

3
4

6.25
8.9

40
25

250
222.5

Average TVR =

112 + 287 + 250 + 222.5

20 + 35 + 40 + 25 (Total Duration)
= 7.26

GRPs

 GRPs is the summation of all the TVRs achieved within a period. It can be for a Genre, Channel, Day Part, Market, TG, Programme or combinations of them.
Episode No.
1 2 3 4

TVR (%)
5.6 8.2 6.25 8.9

GRPs

28.95