MEDIA PLANNING - Prof Sonam Pradhan
Oct 17, 2014
MEDIA PLANNING
- Prof Sonam Pradhan
“I know ½ of my advertising money is wasted…I just don’t know which ½.”
John WanamakerThe 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
Consumers
Media
Products
Planner
CONCERNS OF THE PLAYERS
Where is my money going?
Client
How am I delivering audience?
Media Agency
This in essence is the core of the business of Media
Delivering audience at optimal cost
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
SOCIO-ECONOMIC CLASSIFICATION
Occupation IIIiterate
School upto 4 years/literate but no formal
schooling
School 5-9 years
SSC/HSCSome College
but not Graduate
Graduate/ Post-
Gradutae (General)
Graduate/ Post-Graduate (Professional)
Unskilled Workers E2 E2 E1 D D D D
Skilled Workers E2 E1 D C C B2 B2
Petty Traders E2 D D C C B2 B2
Shop Owners D D C B2 B1 A2 A2
Bus. Men/Industls. with no. of Employees : None D C B2 B1 A2 A2 A1
Bus. Men/Industls. with no. of Employees : 1-9 C B2 B2 B1 A2 A1 A1
Bus. Men/Industls. with no. of Employees : 10+ B1 B1 A2 A2 A1 A1 A1
Self-employed Professionals D D D B2 B1 A2 A1
Clerical/Salesman D D D C B2 B1 B1
Supervisory Level D D C C B2 B1 A2
Officers/Executives Junior C C C B2 B1 A2 A2
Officers/Executives - Middle/Senior B1 B1 B1 B1 A2 A1 A1
Socio-Economic Class (SEC) - Urban
SOE V/S SOV
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!!
Internet
SatelliteTV
Supps
POS
In-storeBus
sides TerrestrialTV
Radio
Cinema
Lifestylemags
Satellite Radio
Coupons
DirectMrktng.
Advertising inHospitals
Outdoor
Newspapers
Events
SponsorshipProduct
placement
MULTIPLE MEDIA OPTIONS ADD TO THE CLUTTER
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?
Medium Advantages Limitations
Newspapers
Flexibility; timeliness; good local market coverage; broad acceptability; high believability
Short life; poor reproduction quality; small pass-along audience
Television
Good mass market coverage; low cost per exposure; combines sight, sound, and motion; appealing to the senses
High absolute costs; high clutter; fleeting exposure; less audience selectivity
Direct mail
High audience selectivity; flexibility; no ad competition within the same medium; allows personalization
Relatively high cost per exposure; “junk mail” image
Radio
Good local acceptance; high geographic and demographic selectivity; low cost
Audio only, fleeting exposure; low attention (the half-heard” medium); fragmented audiences
Magazines
High and demographic selectivity; credibility and prestige; high-quality reproduction; long life and good pass-along readership
Long ad purchase lead time; high cost; no guarantee of position
Outdoor
Flexibility; high repeat exposure; low cost; low message competition; good positional selectivity
Little audience selectivity, creative limitations
Online
High selectivity; low cost; immediacy; interactive capabilities
Small, demographically skewed audience; relatively low impact; audience controls exposure
PROFILES OF MEDIA VEHICLES
MEDIA MAP
MassPersonal
Low Measurability
High Measurability
TV
Newspapers
Magazines
Events
Direct Mailers
Personal Contact
RadioInternet
SMS
Loose Inserts
Word-of-mouth
Road Shows
COMPONENTS OF A MEDIA PLAN
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-/-
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,
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
Television Rating Points (TVR / TRP)
TVRS V/S REACH
A B C D E1 X X2 X X X3 X X X4 X5 X X
Individuals
Min
utes
TVRS V/S REACH
People that saw the programme for atleast 1 continuous minute :A + B+D+E =4Therefore, Reach=4/5Reach=80%
5 (i.e., A+B+C+D+E)
x 100
Ratings = On an average 44% of universe of the TG saw the entire Time band
Person Minutes Viewed Minutes Available
A 3 5
B 1 5
C 0 5
D 2 5
E 5 5
TVRs :(3/5)+(1/5)+(0/5)+(2/5)+(5/5)
TVR VS REACH
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 plan’s thrust
GROSS RATING POINTS (GRPS)
Our commercial appeared in the following programmes:
Programme RatingX 32Y 21Z 18A 24B 15
Thus GRP 110
GROSS RATING POINTS (GRPS)
How many GRP’s would be achieved by a campaign with Two spots in Shararat (achieving 8% rating on
one occasion & 6% rating on the other) One spot on Devi with a rating of 2% One spot on Kahin Kissi Roz with a rating of 2% A 23% spot in Kyunki Saas Bhi Kabhi Bahu Thi?
AVERAGE OPPORTUNITIES TO SEE
AOTS describes the number of times on an average a viewer sees the ad
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 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