3. media research

8/13/2019 3. Media Research

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Media Research

Media in market research is the vehicle used by acompany to communicate with its consumers.

Media Research is defined as a study of mediasuch as radio, TV and print media for the purpose

of reaching the optimal consumer audience.

It is in fact a survey conducted to investigatewhich segment of consumers

Read which periodicals and/or

Listen to which radio programme or Watch which TV programme


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Media Research

The main purpose of Media Research is to

provide units of currency, for buying and sellingtime and space

Advertisers and their agencies need informationabout the media habits of different types of

consumers

Media owners require readership or audiencedata to segment their medium & sell advertisingspace or time more effectively

Two important strategies adopted in mediaresearch

Advertising strategies

Media strategies


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Advertising Strategy

Advertising strategy depends on whether

Launching a new product

Maintaining the brand

Building or evolving the brand image


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Media Strategy

Defined as search first for the media andthen for vehicleswhich are most suitablefor advertiserscommunication objectives

Using of suitable media mix or combination

of advertising channels employed toachieve optimum results from anadvertising campaign

Aiming at building a communication plan to

best support the message to convey it tothe target audience in the most efficientway


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Media Strategy

Media owners require the readership ordata pertaining to audience

To segment their medium and selladvertising space

In market research is the vehicle usedby a company to communicate with itsconsumers.

Three main objectives To inform present or potential customers

about product To persuade persuade the customers to

buy a firmsmarket offering

To remind marketers audience remindingof a brandsbenefits to its customers


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Media Strategy To achieve these objectives marketers rely on the

following( media strategy mix)

Advertising Non Personal

Paid by an identified sponsor

Disseminate through mass channels TV, Radio, Newspaper,Outdoor

Most recognized marketing strategy due to its high visibility

Personal selling Face to Face interaction

Immediate feedback from buyer

Ability to tailor the need after the feedback

Good method to maintain the customer relationship based ion itsflexibility and dynamic nature

Better when the product is complex

Public relations Function which identifies, establishes and maintains mutually

beneficial relationships between an organization and variouspublic

Eg - Stakeholders, customers, employees, community members,

Government


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Media Strategy Sales promotions

Includes communication activities which provideextra value or incentives to ultimate consumers,

wholesalers, retailers,

Try to stimulate product interest, trial or purchase

Eg.Coupons, samples, trade show exhibits

Direct marketing

Communicating directly with target customers

To encourage response by telephone, mail, E-Mails,

personal visits


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Product Life Cycle and Media

Strategy

0

100

200

300

400

500

600

700

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Introduction Stage

Growth Stage

Maturity Stage

Decline stage

ToInform

Customers

To

Persuade

Customers

ToRemind

Customers

Littlemoney

onsales

promotions


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Strategy Evaluation

Implies that we know for all media,

the quantitative elements with which

we can count them and which enable

us to combine the different media

The effect of the qualitative

differences between media should beevaluated by other techniques,

mainly at the end of the

communication process


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Steps Involved

Defining the Target Group

Determining the objectives to be achieved

Deciding whether the campaign is short,

medium or long term

Allocating a budget

Working out a time frame


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Defining the Target Group

Four major factors

(1) Buyographics

(4) Lifestyle/psychographics

(2) Geographic

(3) Demographic


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Determining the objectives to be

achieved

1. What proportion of the population should be

reached with advertising message during

specified period (reach)

2. How frequently should audience be exposed to

message during this period (frequency)

3. How much total advertising is needed toaccomplish reach and frequency objectives

(weight)

D i i h bj i b


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Determining the objectives to be

achieved

4. How should the advertising budget be allocatedover time (continuity)

5. How close to the time of purchase should the

target audience be exposed to the advertising

message (recency)

6. What is the most economically justifiable way toaccomplish objectives (cost)


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Role of Media

TV to bring impact and awareness

Radio to support events and spur immediateaction

Print to provide information and build image

Posters for visibility


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Media Planning

Translation of media strategy into plans

That is, factual data related to vehicles such asnumber of dated insertions in selectednewspapers, TV breaks, radio time slots

Audience survey data used to obtain mostsuitable vehicles and verify performance ofmedia plans

Media models work with statistics and specializedsoftware programs


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The Media-Planning Process

Media planning

The design of a strategy that showshow

investments in advertising time and

space will contribute to theachievement of

marketing objectives.


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What is Media Planning:

Media Planning is the process of

selecting time and space in various

media for advertising in order toaccomplish marketing objectives. Or to

keep it short: It is the process of

establishing the exact media vehicles

to be used for advertising.


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Model of the Media Planning Process

Advertising Strategy

Advertising

Objectives

Advertising

Budget

Message

StrategyMedia

Strategy

Media Strategy

Target Audience

Selection Objective Specification

Media and Vehicle

Media Buying

Time Frame

Marketing

Strategy


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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 your

clients product!


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Basic WORDS in Media Planning:

Advertising Space -Advertising space is the space in-

between a television show where you see all theadvertisements

it is the pages of advertisement one sees in a magazine or

newspaper.

it is also the space in-between a radio show.

Medium - A medium is a carrier and deliverer of

Advertisements. It is a broad general category of carries such

as Newspapers, Television, Radio, Internet, Outdoor, Direct

Mail, etc.

Media Vehicle - It is a specific carrier within a Media category.So a Discovery would be the vehicle in the category of TV.

Many a time a specific programs or sections within a medium

may be termed as a vehicle.


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Methods of Audience Measurement

Recall Method

Method of collecting audience data in

interview surveys or self completion

questionnaires that ask respondents to

recall their viewing or other activities for a

specific time period.


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Methods of Audience Measurement .Cont

Diary Method

Where survey respondents record their viewing orlistening in diaries.

Diaries normally consists of booklet with one page ( ortwo) for each day of the week.

There is considerable scope for variation in terms offormat, unit intervals of measurement (eg- Quarter

hour/ 5 minute/ actual time), criteria of viewing,selection of sample (i.e. household or individuals),instructions on when to fill in and methods ofadministration and collection.

In the case of viewer-ship national diary systems havegiven way to people-meter system in most countries.

But diaries are still commonly used in larger countriesfor regional or local audience measurement or forcollecting data from rural areas.

Also diaries are still used for listnership measurement


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Meter Method

General methodology for collecting data by means of ahousehold panel sample equipped with a dual meteringsystem that register a) TV set status (i.e. which channel isbeing tuned to) and b) Viewer presence.

People-meter research is currently restricted to measuring in-home audiences with meters attached to each TV set.

Introduced commercially during the mid eighties, people-meter measurement now predominates over all othermethod/methodologies throughout the world.

Its key advantages for the advertising community are that itoffers highly detailed( minute by minute or even second by

second) continuous audience measurement for 24 hours aday and 365 days a year, and is impartial, being free from therecall interview methodologies.

Methods of Audience Measurement


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Key Definitions used in Media Research

ReachThe population that has viewed(exposed) at least once during the specifiedinterval/program or advertising campaign

FrequencyThe average number of times that

members of a target audience have beenexposed to a schedule of advertisement spots

ShareBased on overall audience time, thepercentage of audience time that belongs to a

particular program/time belt or station. ExposuresTotal number of times the target

group has had physical contact with anadvertisement


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Key Definitions used in Media

Research

AIRNo. of people who have read any issue ofpublication for specified period of time. The period

is equivalent to periodicity of the publication.

Claimed ReaderNumber of people whohave read any issue of publication at least once.

Cumulative ReadershipNumber of peoplewho read at least 1 issue out of n issues.


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How much advertising volume is required to

accomplish advertising objectives

Three weight metrics:

Gross ratings

Target ratings

Effective ratings

Key Definitions used in Media

Research


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What Are Ratings?

Ratings, in an advertising sense, simply

mean the percentage of an audience

that has an opportunity to see an

advertisement placed in a particular

vehicle.


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Weight: Gross Rating Points

Gross rating points, or GRPs, are

an indicator of the amount of gross

weight that a particular advertisingschedule is capable of delivering

GRPs=Reach(R) X Frequency(F)


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Determining GRPs in Practice

GRPs are the sum of all vehicle ratings in

a media schedule

Rating: proportion of the target audiencepresumed to be exposed to a single

occurrence of an advertising vehicle in

which the advertisers brand is advertised

Weight: Target Rating Points


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Weight: Target Rating Points

(TRPs)

Adjust a vehicles rating to reflect just

those individuals who match the

advertisers target audience


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Continuity

How advertising is allocated during the course ofan advertising campaign: how should the mediabudget be distributed?

Continuous advertising schedule: an equalnumber of ad dollars are invested throughout

the campaignPulsing: some advertising is used during every

period of the campaign, but the amount ofadvertising varies from period to period.

Flighting: the advertiser varies expendituresthroughout the campaign and allocates zeroexpenditures in some months.


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Recency Planning (a.k.a. The Shelf-SpaceModel)

(1)Consumers first exposure to an

advertisement is the most powerful

(2)Advertisings primary role is to influence

brand choice

(2) Achieving a high level of weekly reach for abrand should be emphasized over acquiring

heavy frequency


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Cost considerations

Cost per Thousand (CPM)

Target Market (TM)

CPM= Cost of ad# of contacts (expressed in thousands)

CPM-TM= Cost of ad# of TM contacts

(expressed in thousands)


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Research Inputs for Planning

Should meet the client requirement within thegiven budget

Correct combination of medium( TV/Radio/Publication etc.)

Correct combination of channels/ Stations/publications for the Target Group ReachChannel/ station penetration, readership. Best

combination of channels publications to get the highestreach( Least Duplication)

FrequencyChannels with high shares( Viewership/Listenership) to build frequency

Cost efficiencyLower CPRP


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Research Inputs for Planning

Correct combination of programs / time belts for the target groupPrograms to suit the brand

Best performing programs / Time belts

High Ratings / past trends

Duplicate viewing

Identifying the best commercial breaks / print placement Any important segments within the program ) news/ sports)

Viewer shift in out during program

Pre & post program ratings

Best position

First second or last Clutter length

Programs on other channels

Cost efficiency

CPRP

Justifying extra cost on ad positioning


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Setting Ad Budgets

Manufacturer needs to sell additional 10 million ofshampoo in coming year

According to research, regular customers by 10units per year on average

Needs to gain 1 million new regular customers For every new regular customer needs to get 2 totry our shampoo( 50% remain triers)

Therefore needs to get 2 million new triers

To get one trier of a brand it as needs to get 5 torate it as TOM ( 20% trial among TOMs)

Needs 10 million target consumers with brand asTOM


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Setting Ad Budgets( An example)

Manufacturer needs to sell additional10 million of shampoo in coming year

How many exposures do we need to

create ( & maintain) such TOMawareness per 4 week cycle(say)

Research show that on average 3exposures are adequate ( smaller

brands may need more but benefitprop higher)

Higher new-info content may need

3. media research

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