2. Media Media exists primarily to deliver
entertainment,information and advertisements to a vastaudience
Media should be thought of as both carriersand delivery systems It
is important to know that consumers havespecialized needs that
media can meet 3. Media Vs Vehicles A medium refers to a class of
carriers such astelevision, newspapers, magazines, etc A vehicle is
an individual carrier within amedium The News is a carrier within
the newspaper group 4. Classes of Media Mass Media
(newspapers,magazines,radio,television) Such media are able to
deliver to large audiences at relatively low cost Varied contents
attracted to different kind of audiences Traditional Vs
Nontraditional media Media that have been traditionally used for
reaching mass audiences(newspapers, magazines,radio,TV and
outdoor)- Traditional mediums Almost any innovative way of
delivering ad messages to consumers isconsidered a nontraditional
medium (SMS, CDs etc.) 5. Cybermedia Cybermeida are media that
require a computerand all the computer related communications
fallunder this definitionClasses of Media 6. Which Media Do We Use,
Why OrWhy Not ? Mass Reach Audio-visual appeal Appeals to senses
Emotional Afinity Targetable by program/contentselection
Demonstration Credible/prestigious High awareness Low CPM Impact
Creates desirePros Cons High out-of-pocket cost Limited target
audienceselectivity Long lead time Clutter - Switching
offTelevision 7. Targetability Frequency Portability Personal
Economical for local markets Short lead times Community involvement
Strong promotional vehicle Low cost of entryPros Cons No visual
Background medium Expensive reach builderRadioWhich Media Do We
Use, Why OrWhy Not ? 8. Immediate high reachpotential
National/local flexibility Short lead time
Timely/newsworthyenvironment Shopping/retailenvironment Special
interesttargetabilityPros Cons High out-of-pocket cost Short issue
life Passive medium Non targeted readership Inferior
reproductionquality High clutterNewspapersWhich Media Do We Use,
Why OrWhy Not ? 9. Steps in a Media Campaign Define objectives.
Nail down your strategy. Consider all options available. Gather and
analyze research. Negotiate with suppliers. Execute/book. Campaign
maintenance. Post buy analysis. 10. Because they establish the
criteriafor evaluating the media planWhy Are Media Objectives
SoImportant? 11. Media Strategies Evolve from media objectives
anddescribe how they will be accomplished Reflect specific course
of action to betaken A matter of evaluating different mediatypes
and mixes to determine best way toachieve objectives within given
budget 12. Media Strategies Should IncludeFour Elements Element One
Broad selection of media to be used andrationale for their choice
Element Two Specific use of media to be used (e.g. TVdayparts,
magazine categories) andselection rationale Element Three Rationale
for each vehicles use includingquantitative and qualitative
analysis Element Four Description of scheduling including
when,where and at what levels 13. Media PlanningThe process of
designing a course of action thatshows how advertising time and
space will be usedto contribute to the achievement of
marketingobjectives. 14. RATINGS (Rating Points) A rating is the
percentage of individuals or homesexposed to an advertising medium
e.g. Mera Saain has a rating of 3%. 15. RATINGSPROGRAM A PROGRAM B
PROGRAM C 16. RATINGS PROGRAME A = RATING OF 40% PROGRAME B =
RATING OF 20% PROGRAME C = RATING OF 20% 17. SHARE % AGE WHICH A
PARTICULAR PROGRAME ORCHANNEL HAS OF THE TOTAL LISTENING ANDVIEWING
AUDIENCE 18. SHAREPROGRAM A PROGRAM B PROGRAM C4 OUT OF 5 = 100%
19. SHARE PROGRAME A = 2/4 50% SHARE PROGRAME B = 1/4 25% SHARE
PROGRAME C = 1/4 25% SHARE 20.
20100homeatsetTVwithHHsTotalprogramatotunedHHsTotal=Rating100onsetTVwithHHsTotalprogramatotunedHHsTotal=Share
21. GROSS RATING POINTS (GRP)/TARPS TARPs or GRPs is the sum of
individual rating pointsfor each placement in a TV schedule among
aspecific target audience without regard to duplicationor repeat
exposure to the media vehicle.REACH x FREQUENCY = GRPs TARPs = Add
individual Rating Points. 22. GRPs offer a description of total
audience delivery withoutregard to duplication or repeat exposure
to the mediavehicle. Individuals, homes are counted as many times
asthey are exposed to the advertising Example: 10 spots with avg.
rating of 20%-GRPS=200% The 10 spot schedule with 200 GRPs, will be
seen onceby the equivalent of 200% of the populationGROSS RATING
POINTS (GRP)/TARPS 23. IMPRESSION Impressions are the sum of all
advertising exposures Impressions are same as the GRPs/TRPs, but
expressed in terms ofnumber of individuals rather than as a
percentage Multiply GRPs delivered to a given population group by
the number ofpeople in the population group 200GRPs X 9m HH= 18m
Impression, like GRPs indicate the gross delivery without regard
tomultiple exposure to the same HH or individual 10 spot schedule
will be seen by equivalent of 18m homes butobviously not by 18m
different homes 24. Neither of the two indicates how manydifferent
people will be exposed to themedia formsEnter Reach and frequency
25. REACH (opportunity to see) The unduplicated reach of the
defined target population. Reach takes into consideration your
coverage area and your media selection. The coverage area you
define. With media selection, the more you spread your dollars the
broader the reach.However is it effective reach? Media selection
should be based on the mediums ability to cover your
definedgeographic area with limited waste. It is always better to
convince 10% of the buyers 100% of the way, than toconvince 100% of
the buyers 10% of the way.e.g. If the target audience population is
1,000,000 people, and 800,000 areexposed to the media vehicle at
least once, then reach is :800,001,000,000 X 100% = 80% 26. Reach
accumulation of alternative
schedules1514131211109876543210Telecast1 2 3 4 5Reach5 Spots-Same
prg.Telecast1 2 3 4 55 Spots-different prg.DuplicatedUnduplicated
27. Shape of a typical reach curve% of HH reached605040302010Week 1
2 3 4 5 6 7 28. FREQUENCY Frequency takes into consideration the
number of times an individual isexposed to your message. You can
build frequency with consistency in media selection and
creativemessage. For budgetary reasons this often means focusing on
a specificgeographic area and a few well targeted media vehicles.
Remember that the stronger the frequency of message, the quicker
theresponse. The average consumer needs 4 exposures before the
message registerswith them, and studies show that after 7 exposures
they will take action. 29. AVG. FREQUENCY The average number of
times an audience unit isexposed to a vehicleFrequency= GRPs or
total duplicated audienceReach 30. Coverage Vs Reach Coverage could
mean potential to be exposedto the advertising, and reach refers to
thosepeople who actually are exposed A network television program
has a coverage 85%of TV homes in Pakistan Television program X
reaches 9 million men aged18-34 within a four-week period 31. COST
EFFICIENCYIt is the relationship between a media vehiclesaudience
and the cost of using that mediavehicle : Cost per Thousand (CPM)
and Cost Per Rating Point (CPRP) are measures ofcost efficiency.
32. COST PER THOUSAND (C P M ) It is the advertising cost of
reaching 1,000 units of agiven audience with a particular media
vehicle. C P M is calculated by dividing the advertising unit
costby the audience,in thousands :Cost of the prg. / Number of
people = Cost-per-person 33. CPP(Cost Per Rating Point) It Is the
cost of purchasing one rating point or cost ofreaching one
percentage of target audience CPRP = COSTGRPS 34. SHARE OF VOICE
(SOV) It refers to the % of a product activity,in media weight
terms,within thetotal category.e.g. Media WeightTotal Women S O
VTARPs Per week %Brands A 180 23B 200 26C 250 33D 140 18770 100 To
Evaluate S O V, one must use the same target group for allproducts.
35. SHARE OF ADVERTISING (S O A) It refers to the % of a product
activity, in terms of advertising dollar, withinthe total
category.e.g.Advertising S O VRs. Mil %Brands A 2.0 29B 1.0 14C 2.5
36D 1.5 217.0 100 36. Develop A Media Plan That... Helps increase
brand share by 5% versus last year Directs advertising to users of
the competitionsproduct (defined as women 25-54 employed with
kids)to gain trial and increase share Generates effective reach
levels that are 20% higherthan last year Limits each active period
to five weeks to ensurecoverage of the products purchase cycle 37.
Media Mix This is where you determine which media make sensefor
you. Based on your objectives, budget and strategy, whichwill
deliver results? You are setting a boundary around the types of
mediayou will consider. 38. Medias Relationship To MarketingShould
Guide PlanningContinually QuestionHow will this media planhelp
accomplishmy marketing objectives? 39. Brand Development Index
(BDI)BDI = % local market brand sales% local market populationA
measure of a brands sales in a market relativeto markets
populationKarachi% population = 7.74% brand sales =15.48BDI = 200
40. Category Development Index (CDI)CDI = % local market category
sales% local market populationA measure of a product categorys
sales in amarket relative to markets populationKarachi% population
= 7.74% category sales =11.98CDI = 155 41. WHEN?TIMING 42. Timing
Objectives Determine best times to advertise Weeks of year Days of
week Times of day Establish a scheduling pattern that Achieves
communication goals Minimizes non-advertising periods Recognizes
competitive activity 43. Three Scheduling
MethodsContinuityPulsingFlightingJan Feb Mar Apr May Jun Jul Aug
Sep Oct Nov Dec 44. Effective Frequency EF can be defined as the
amount of frequencynecessary for advertisements to be effective
incommunicating This number can vary from one repetition to asmany
as ten or more Many thought that the optimum number of
effectivefrequency was from three repetitions on three plusconcept
45. Response CurvesFrequencyResponseThresholdAdvertising doesntgive
resultsimmediatelyThe first tworepetitions are athreshold
thataudiences have topass beforeadvertisementsbecome effective
