the media grand prix. the problem with plenty is the scarcity

The Media Grand PrixThe Media Grand Prix

The problem with plenty is the The problem with plenty is the scarcityscarcity

Scarcity of …...Scarcity of …...

InformationInformation

AccuracyAccuracy

Thought ProcessThought Process

Time…..24 Hrs is less! Wish a day was bigger !!!!

Leading to Leading to

Usage of media like….Usage of media like….

A drunkard uses a lamp-post ..more for A drunkard uses a lamp-post ..more for support than for light !!!!support than for light !!!!

Let’s start at the very Let’s start at the very beginning….beginning….

Media fundamentals…..Media fundamentals…..

Lets begin with the Lets begin with the ABC of media...ABC of media...

What is Media Planning ?What is Media Planning ?

Excel SheetExcel Sheet

NumbersNumbers

JargonJargon

Media PlanMedia Plan

Media Plan

TARGET AUDIENCE

Media Plan

TARGET AUDIENCE

GRP’s & TVR’s

Media Plan

TARGET AUDIENCE

GRP’s & TVR’s

CPRP’s

Media Plan

TARGET AUDIENCE

GRP’s & TVR’s

CPRP’s

COVERAGE or REACH

Media Plan

TARGET AUDIENCE

GRP’s & TVR’s

CPRP’s

COVERAGE or REACH

EFFECTIVEREACH

Media Plan

TARGET AUDIENCE

GRP’s & TVR’s

CPRP’s

COVERAGE or REACH

EFFECTIVEREACH AVERAGE

OTS

Media Plan

TARGET AUDIENCE

GRP’s & TVR’s

CPRP’s

COVERAGE or REACH

EFFECTIVEREACH AVERAGE

OTSCPT’s or CPM’s

Media Plan

TARGET AUDIENCE

GRP’s & TVR’s

CPRP’s

COVERAGE or REACH

EFFECTIVEREACH FREQUENCY

DISTRIBUTIONCPT’s or CPM’sCIRCULATION

& READERSHIP

So much jargon…So much jargon…

what does it all what does it all mean ?mean ?

Like ..Like ..

– Medium/VehicleMedium/Vehicle– UniverseUniverse– Target AudienceTarget Audience– RatingRating– DuplicationDuplication– CPRPCPRP– GRP/TRPGRP/TRP

– ReachReach– FrequencyFrequency– Frequency DistributionFrequency Distribution– Effective Reach & Effective Reach &

frequencyfrequency– SchedulingScheduling– CirculationCirculation– ReadershipReadership

What is a medium ?What is a medium ?Media : Carriers and deliverers of advertisements.Media : Carriers and deliverers of advertisements.Medium : A broad general category of carriers Medium : A broad general category of carriers Vehicle : A specific carrier within a mediumVehicle : A specific carrier within a medium

MediumMedium VehicleVehicleTelevisionTelevision SanjeevaniSanjeevaniNewspaperNewspaper Times of IndiaTimes of IndiaMagazinesMagazines OutlookOutlookRadioRadio Good Morning Mumbai / Good Morning Mumbai /

Ranga a RangRanga a RangOutdoorOutdoor Patel Bridge Patel Bridge VideoVideo Cassette of a movieCassette of a movie

InternetInternet Indiatimes.com Indiatimes.com

The particular segment of the The particular segment of the population that our campaign is trying to population that our campaign is trying to reachreach

Target AudienceTarget Audience

Broadly three ways in which Broadly three ways in which targeting can be approachedtargeting can be approached

Demographics

Psychographics

Mindset, Affinity group

The percentage (%) of the target universeThe percentage (%) of the target universeexposed to a TV or Radio Spot at a given momentexposed to a TV or Radio Spot at a given moment

One rating point represents 1% of a given Target

RatingRating

Spot ASpot ATotal Audience = 9Total Audience = 9

Target: M18-34Target: M18-34Universe = 10Universe = 10

Target Rating of Spot A = 30% = 3/10 Rating

The Universe = 10 Women, 18-34The Universe = 10 Women, 18-34

Sunday 16th Dec2003, 9:30 p.m.

Channel 1

Channel 2

Rating Channel 1 = 40%Rating Channel 2 = 20%Not watching TV = 40%

RatingRating

Gross Rating points ( GRPs )Gross Rating points ( GRPs )

Sum of audience sizes for more than one ad or program.Sum of audience sizes for more than one ad or program.

Media schedule for Brand XMedia schedule for Brand XTVRTVR SpotsSpots

– KBCKBC 1010 11– KSKBTKSKBT 2020 22– KkusumKkusum 1515 11– KanganKangan 1010 11– KutumbKutumb 66 11

Total GRPs for brand X = 81

GRPs or TRPs are results of the reach and GRPs or TRPs are results of the reach and frequency goals we set frequency goals we set

GRPs or TRPs are not goals by themselvesGRPs or TRPs are not goals by themselves

GRPs or TRPs alone don’t tell us what we really GRPs or TRPs alone don’t tell us what we really achieveachieve

Let’s see then how Reach - Frequency and Let’s see then how Reach - Frequency and

GRPs / TRPs are related to each otherGRPs / TRPs are related to each other

GRPs / TRPsGRPs / TRPs

Percentage of our target universe that was exposed at Percentage of our target universe that was exposed at least once to an advertising schedule. Usually measured least once to an advertising schedule. Usually measured

over 1 or 4 week periodover 1 or 4 week period

Example:Example:

Target Universe = 1,000,000Target Universe = 1,000,000

A campaign achieves 80% reach in 1 week A campaign achieves 80% reach in 1 week

80% of the target have seen the commercial at least once 80% of the target have seen the commercial at least once

800,000 of the target have seen the commercial at least once800,000 of the target have seen the commercial at least once

Reach (Coverage)Reach (Coverage)

Reach (Coverage)Reach (Coverage) Cont... Cont...As insertions are added to the media schedule, only the As insertions are added to the media schedule, only the audience not previously exposed to the message are added audience not previously exposed to the message are added to the reach total.to the reach total.

Thus, once a person is counted in the reach, that person is Thus, once a person is counted in the reach, that person is not counted again no matter how many times the person is not counted again no matter how many times the person is exposed.exposed.

Reach can never be greater than 100%.Reach can never be greater than 100%.

Reach (Coverage)Reach (Coverage)

Frequency:Frequency: (also called Average Frequency or OTS) (also called Average Frequency or OTS)

The average number of times that each person is exposed to a The average number of times that each person is exposed to a brand’s advertising campaign or schedule. In the Frequency brand’s advertising campaign or schedule. In the Frequency calculation we only consider the people reached by the ad.calculation we only consider the people reached by the ad.

Example:Example:

Average Frequency of Average Frequency of 4.04.0 means that, as an average, every person means that, as an average, every person reached has seen the commercial 4 times. This is an average, which reached has seen the commercial 4 times. This is an average, which means that some people will have seen the commercial more times, means that some people will have seen the commercial more times, and some less. The average gives us a general idea of the campaign and some less. The average gives us a general idea of the campaign frequency performancefrequency performance..

FrequencyFrequency

Media Planning Media Planning Should help achieve a marketing task…Should help achieve a marketing task…

Launch a productLaunch a product

Increase market shareIncrease market share

Effect a change in behaviourEffect a change in behaviour

Flows from Marketing StrategyFlows from Marketing Strategy

Media PlanningMedia Planning

A series ofA series of

decisions decisions

involving theinvolving the

delivery of messagesdelivery of messages

to audiencesto audiences

Target AudienceTarget Audience

EnvironmentEnvironment

MarketMarket

MessageMessage

BudgetBudget

Media Strategy

Key Constraints of Media Key Constraints of Media StrategyStrategy

Zooming in on Print...Zooming in on Print...

Press terminologies & Press terminologies & conceptsconcepts

ReadershipReadership

Average Issue readershipAverage Issue readership– A percentage / portion of the audience who A percentage / portion of the audience who

read the vehicle within the periodicity of it read the vehicle within the periodicity of it being publishedbeing published

– Also referred to as reach of vehicleAlso referred to as reach of vehicle

Sole ReadersSole Readers– A percentage / portion of the audience who A percentage / portion of the audience who

reads only a particular vehicle and nothing reads only a particular vehicle and nothing elseelse

Newspapers / MagazinesCirculationDefinitions : The number of copies each edition sells.In Practice : The Readers Digest has a circulation of 58,000 copies.

ReadershipDefinition : The total number of adult readers for each title.In Practice : The Readers Digest has a circulation of 58,000, but an average of 8.5 readers per copy.Total Readership = 8.5 x 58,000 = 493,000

Media Planner’s Tool kit Media Planner’s Tool kit

TVTV– TAM – Media Express and Xpert (Optimiser)TAM – Media Express and Xpert (Optimiser)– INTAM – TV PointerINTAM – TV Pointer

PrintPrint– NRSNRS – Sesame – Sesame (A C Nielsen)(A C Nielsen)

– Press Evaluation Model (PEM) (IMRB)Press Evaluation Model (PEM) (IMRB)– GalelioGalelio (TN Sofres MODE) (TN Sofres MODE)

– IRS – Print PointerIRS – Print Pointer

Monitoring ServicesMonitoring Services– TV - ADMON TV - ADMON (Ideal Monitoring )(Ideal Monitoring )– Print – ORG MAP Print – ORG MAP (ORG MARG)(ORG MARG)

OperationsOperations– MediawareMediaware

Media Planner’s Life cycleMedia Planner’s Life cycle

TAM ….TAM …TAM & ONLY TAM

Media PlanningMedia Planning

The science behind the artThe science behind the art

Critical questions before you Critical questions before you start planning...start planning...

1.What is the marketing/sales objective?1.What is the marketing/sales objective?2.What is the objective behind the current burst ?2.What is the objective behind the current burst ?

3.What is the role of advertising3.What is the role of advertising ? ? 4.Which are the focus markets?4.Which are the focus markets?5.What is the competitive set ?5.What is the competitive set ?

6.What is the brand's distribution status by geography, 6.What is the brand's distribution status by geography, compared to the competition & category ?compared to the competition & category ?

7.Who are we talking to ? 7.Who are we talking to ? 8.Where are current users coming from ? 8.Where are current users coming from ?

9.Where has been the maximum lapsing and why ? 9.Where has been the maximum lapsing and why ?

10.How much are the resources ? 10.How much are the resources ? 11.Are there any special considerations that we need to bear 11.Are there any special considerations that we need to bear

in mind ?in mind ? 12.Are there any creative size mandatories ? 12.Are there any creative size mandatories ?

The Media Planning The Media Planning ProcessProcess

The Unifying:M factor...The Unifying:M factor...

MMoney...oney...MMarketing...arketing...MMediaedia

My Kitty

Now that I have it,Now that I have it,what do I do?what do I do?

Four key questions:Four key questions:To whomTo whomWhere (mkt & broad mix)Where (mkt & broad mix)How muchHow muchHow & When (specific)How & When (specific)

To Whom...To Whom...

To whom...To whom...

DemographicsDemographics– Primary vs secondaryPrimary vs secondary

PsychographicsPsychographics

MediagraphicsMediagraphics– C&S vs NC&SC&S vs NC&S

Where - Markets...Where - Markets...

Market PrioritisationMarket Prioritisation– Salience (% contribution)Salience (% contribution)– GrowthsGrowths– Mkt wise share Mkt wise share

movements - competitive movements - competitive factorsfactors

– DistributionDistribution

How does our audience relate How does our audience relate to his/her media environmentto his/her media environment

Where ...Where ...

Context of mediaContext of media

The juggle...The juggle...

Arriving at the right Arriving at the right media mixmedia mix

The three pillars of media... The three pillars of media...

The Recipe for a Media PlanThe Recipe for a Media Plan

A closer look at the cooking...A closer look at the cooking...

The Print Process ...The Print Process ...

Defining Objectives Evaluation of vehicles

Vehicle selection

•Quantitative

•Qualitative

Plan iterations (reach/costs)

Schedule

FINAL PLAN

Deliveries

The Television Process ...The Television Process ...The Task

How much is enough?

Defining Objectives - Reach/Freq.

How do I get there ?

Programme selection

Budgets

The Television Process ...The Television Process ...Plan construction

and iterations (reach/costs)

Schedule

FINAL PLAN

Pre-plan Deliveries

Monitoring Post plan deliveries

Beyond the numbersBeyond the numbers

The “feel” aspects …The “feel” aspects …

If you can’t convince them…If you can’t convince them……seduce them!…seduce them!

Creative Creative Media SolutionsMedia Solutions

Start with the consumerStart with the consumer

Not what media do to people but what people do Not what media do to people but what people do with mediawith media

How do consumers and channels of How do consumers and channels of communications interact? communications interact?

““We should understand better than anyone else We should understand better than anyone else how people consume communications”.how people consume communications”.

Yesterday’s prevailing ruleYesterday’s prevailing rule

““If you only have a hammer, If you only have a hammer,

everything looks like a nail.”everything looks like a nail.”

Old Thinking Based on Old Thinking Based on TwoTwo FallaciesFallacies

1.We only make ads1.We only make ads

2.The consumer is a stationary target for me to hit2.The consumer is a stationary target for me to hit

Hit Her Here.Hit Her Here.

ConsumerConsumer

No Response?No Response?

ConsumerConsumer

Hit Her Harder.Hit Her Harder.

ConsumerConsumer

But in truth, she’s not a static But in truth, she’s not a static object waiting to be hit!object waiting to be hit!

She’s always movingShe’s always moving– in process of persuading herselfin process of persuading herself– full of communication opportunitiesfull of communication opportunities– requires many different messages along the requires many different messages along the

wayway

There are many contact points where the There are many contact points where the consumer and persuasive communication consumer and persuasive communication can intersect.can intersect.

Selling messages communicated via a variety Selling messages communicated via a variety of channels creates greater synergy andof channels creates greater synergy and

Multiplies the power of the persuasionMultiplies the power of the persuasion

Think the boxThink the box

In media …In media …

Leverage the existing properties of the Leverage the existing properties of the medium in a refreshing waymedium in a refreshing way

Create new opportunitiesCreate new opportunities

Some ExamplesSome Examples

Out of home opportunitiesOut of home opportunities

If you can see your toes, may we suggest a wonderbra

Push. Push. Push. Stork’s Landing

Hello to all our readers in high office.

American ExpressAmerican Express

In the baggage claim centre of airportsIn the baggage claim centre of airports

Anything else is excess Anything else is excess baggagebaggage

Sony WalkmanSony Walkman

Reaffirming Reaffirming Sony Walkman's status as Sony Walkman's status as the generic productthe generic product amongst the youth amongst the youthGetting them on the streetGetting them on the street– Medium: Superlites (illuminated posters)Medium: Superlites (illuminated posters)– Becoming a talking point Becoming a talking point

'So'Sonny Sports Walkman - for people who y Sports Walkman - for people who don't just walk'don't just walk'

11% of the posters were stolen due to their cult status

Creating a difference Creating a difference

on existing mediaon existing media

Beyond the Internet BannerBeyond the Internet Banner

ShoshkelesShoshkeles– "floating" graphics that incorporate sound, are "floating" graphics that incorporate sound, are

not of a standard shape, and which move not of a standard shape, and which move across a Web page, instead of residing in a across a Web page, instead of residing in a fixed locationfixed location

Adding value to the Branding IdeaAdding value to the Branding Idea

Strategic media decisions made Strategic media decisions made priorprior to to creative developmentcreative development– Early involvement with creative teamsEarly involvement with creative teams

Free Your Mind!!!Free Your Mind!!!

BuyingBuying

Why negotiate?Why negotiate?

You both have something to trade that will You both have something to trade that will benefit the other partybenefit the other party

The Red-Blue GameThe Red-Blue Game

The game that sorts the “men from the boys”

What sort of negotiator are you?What sort of negotiator are you?

AggressiveAggressive

SneakySneaky

InflexibleInflexible

What makes a good negotiation?What makes a good negotiation?

Personal integrityPersonal integrityTrustTrustFocusFocusListeningListening

Quality relationships with the mediaQuality relationships with the media

The ProcessThe Process

PREPARATION

PROPOSAL

DEBATE

BARGAINING

CLOSING

Con

sid

er

an

d r

e-e

valu

ate

SharabSharab

++

ShababShabab

==

Good BuyGood Buy

Remember !!!Remember !!!

Listen ,Learn & Incorporate

TrustTrust

Honesty

Immerse myself in their business

Spend more time understanding Spend more time understanding their structuretheir structure

& processes

Take the initiativeTake the initiative

Get rid of the smoke & the Get rid of the smoke & the mirrorsmirrors

Remember that whilst I spend Remember that whilst I spend

100% of my time on media,100% of my time on media,

my client spends approx. 2% my client spends approx. 2%

of their time on mediaof their time on media

Present aPresent a

solution to solution to

every every

problemproblem

Suggest better faster, effective Suggest better faster, effective ways of doing things without ways of doing things without

being askedbeing asked

Understand that they are Understand that they are

being approached by other being approached by other

agencies all the timeagencies all the time

Don’t get paranoid!Don’t get paranoid!

Leave the business in good Leave the business in good shape for the next personshape for the next person

Keep excellent historical recordsKeep excellent historical records

Sell the agency at Sell the agency at

every opportunity !every opportunity !

Start a pitch team….Start a pitch team….

Red hot reasons why they should stay with your team

CommunicationCommunication

Listen better !!Listen better !!

Keep them informedKeep them informed

Ask your client….what do you Ask your client….what do you think ?think ?

Tell them the good news Tell them the good news quickly……quickly……

And the bad news even quicker

My fabulous, creative, My fabulous, creative,

insightful, “Blood, insightful, “Blood,

sweat & tears” work sweat & tears” work

may not always be may not always be

acceptedaccepted

Identify the quick way to get a Identify the quick way to get a response in my absenceresponse in my absence

Practice good judgmentPractice good judgment

Think about the next questionThink about the next question

I’m likely to be askedI’m likely to be asked

““Why are you unavailable if you Why are you unavailable if you only work on my business?”only work on my business?”

Remember my client is probably related Remember my client is probably related to someone in the industryto someone in the industry

Every detail is Every detail is importantimportant Set realistic deadlinesSet realistic deadlines

Be punctual & beBe punctual & be prepared for the meetings prepared for the meetings

Remember their birthdaysRemember their birthdays

Cash on the three F’s FormulaCash on the three F’s Formula

Free FoodFree Food

Freed BoozeFreed Booze

Free Gifts & TripsFree Gifts & Trips

Career PropositionCareer Proposition

Opportunities in the Opportunities in the Cluster!!!Cluster!!!

Conventional Planning Unconventional Planning

TV Below the LineRadio Print

Outdoors Cinema Brand placement in Movies

Events/Sports Retail (Malls)Trade activation

InternetBrand Association

In Fairs/MelasMultiplex Activation

What is your fit!!!!!

Research

No Guts… No StoryNo Guts… No Story

No Balls… No Glory!No Balls… No Glory!

If you’re not aroused … If you’re not aroused … you never will be!you never will be!

Thank YouThank You