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

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