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Media Strategy Planning - Dimensions
Who Where
When How much
TA Selection Mkt Prioritization/Identification
Timing/Scheduling
Media Weight
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Socio-Economic Classification - Urban
• A demographic indicator designed by the Market Research Society of India to reflect purchase behaviour.
• It is based on 2 parameters - Education and Occupation of the Chief Wage Earner of the Household.
• The SEC of the HH determines the SEC of the family members.
• SEC A1+ is one category which also has an income filter (Rs 10,000 + per month).
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Some Definitions
Urban & Rural Classification
According to the Census of India 1991, the following criteria were adopted for treating a place as urban :1. All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc.
2. All other places which satisfied the following criteria :- A minimum population of 5000- At least 75% of the male working population engaged in
non-agricultural pursuits, and- A density of population of atleast 400 per sq km
Contd..Contd..
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Some Definitions
Urban & Rural Classification
3. Apart from these, the outgrowths of cities and towns have also been treated as urban.
All areas not identified as Urban, are classified as Rural
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Some DefinitionsHousehold - A person living alone or a group of
persons staying together & sharing food from the same kitchen
CWE - The member of the family who makes highest contribution to the HH income
MHI - The sum of income of all members of the family
Housewife - The female or the male member of the HH who is chiefly responsible for HH tasks and decides what should be purchased for the HH, for products such as soaps/ toothpastes, etc.
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Some DefinitionsLiterate - A person who can with
understanding do both - read & write in any one language. It is however not necessary that he should have received formal education in a school.
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Broad SEC Classification - Urban
SEC By Education By Occupation
A1 Grad & Post Grads Officer &Execs(General & Professional) (Sr & Mdl)
A2 Grad & Post Grads Shop ownrs, Sup Level,(Professional) Ofiicers & Execs (Jr Lvl)
B1B2 SSC+ < Grad Skld wrkrs, Ptty Trdrs, Clrk,Slsmn
C Schooling 5-9 yrs Skld wrkrs, Ptty Trdrs, Clrk,Slsmn
D Schooling upto 4 yrs Skld/Unskld, Ptty Trdrs, Clrks,Slsmn
E Illiterate Skld/Unskld, Ptty Trdrs,
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Broad SEC Classification Grid - Rural
SEC By Education By Type of House
R1 Some College but not Grad., PuccaGrads & Post Grads
R2 SSC/HSC Semi Pucca
R3 No formal school, Semi PuccaSchooling upto 9th Std
R4 Illiterate Kuchha
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BDI & CDI
High share of market
Good Market potential
Low ShareGood Potential
High Share
Always monitor for sales decline
Low share of market
Poor Market potential
HIGH BDI LOW BDI
High CDI
Low CDI
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Scheduling Strategy
• Campaign Objective– Launch vs Reminder campaign
• Buying season– Seasonal vs Year round buy
• Purchase cycle– Monthly vs Impulse purchase
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Scheduling patternsFlighting
Pulsing
Continuous
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How complex is Media today?
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Reaching the consumer : Media in India
Press : 30,000+ publications
Television : 200+ channels
Radio : 200+ commercial stations
Cinema : 12,000 theatres
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Relative Media Penetration
Population 763.1 100.0 223.3 29.3 539.9 70.7
in Millions %^ in Millions %^ in Millions %^
Press (Any Publication-AIR) 186.9 24.5 102.9 46.1 84.0 15.6
TV (At least once a week) 407.8 53.4 178.2 79.8 229.6 42.5
TV(At least once a week in C&S) 155.8 20.4 102.5 45.9 53.3 9.9
Radio (At least once a week) 164.0 21.5 56.3 25.2 107.7 19.9
Cinema (At least once a month) 53.7 7.0 24.1 10.8 29.6 5.5
Internet (At least once a week) 6.5 0.9 6.1 2.7 0.4 0.1
Source: NRS '03
All India Urban Rural
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Cinema
• Number of Theatres– 1995 9,000 Theatres
– 2000 12,000 Theatres
– 2004 20,000 Screens
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Outdoor is today OOH!
• Hoardings
• Kiosks
• Bus-shelters
• Hoardings• Kiosks• Bus-shelters• Malls• Restaurants• Multiplexes• Trains• Airplanes
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How complex are messages becoming?
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Ads are jumping out of ad breaks……and invading programming space!
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Number of Companies on TV versus Print : Ad Clutter!!! 28768
21801
15768
9137
6234509347344378
27792151 2474 2657
36364246 4339 4137 4630
2025
1994 1995 1996 1997 1998 1999 2000 2001 2002*
Press TV
Source : TAM ADEX
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Number of Brands on TV versus Print : TV far behind
1994 1995 1996 1997 1998 1999 2000 2001 2002
49562
36900
26834
14811
10616858880077052
465789007972827281487134
4970466441064013
TV Press
Source : TAM ADEX
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Consumers are experiencing newer forms of media everyday
• SMS
• Direct Mail
• Internet Spam
• Telemarketing
• Direct-to-home sales
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As a result…
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Numerators going North…Denominators heading South!
FragmentationMedia Proliferation
Inflation
Rising costsCost Efficiency =Cost of Media Inventory
Audience Size
• Poor Advertisers! – Cost efficiencies are being subjected to a double
whammy!– Hence, CPRPs, CPTs are jumping by leaps and bounds
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What the hell is…
Media Planning?
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Is it like a Purchase Function?
• Purchase Dept.– Raw materials
– Quantity
– Quality
– Best Price
• Media Planning– Media
– Audiences
– Conversions
– Best Price
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Or is it like…
Equity Investing?
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Or is Media Planning a
Science?• Cost per Rating Point
Market Share increase per lac of media spends
Increase in Awareness/ 100 GRPs
• Cost per customer
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Or is it the
technique……of reaching out to the maximum potential audience set at the
least possible cost?
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Or is it the art…
…of coinciding your Media Communication with a Consumer need for your product
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5W + 1H = Media Plan
OR is it a Simple Equation?
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The 5Ws & 1H of Media Planning
WhoWhen
WhyWhat
Where
How
The Product,Ad Message
TheConsumer
MediaSelections
Seasonality
MarketsLaunch,Promo
Media PlanMedia Plan
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The Recent History
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The Early 90s• DD1 still king
• Few programs give exceptional reach since
program viewership at 40, 60, 80 levels
• Satellite channels get launched
• Print Planning also fairly simple - few dailies and
magazines did the trick
• An age when Media Planning in most agencies
was still a back-room function
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The Mid 90s• In ’93, ‘94, some top brands started getting
advertised on Satellite channels• Inclusion of these channels for brands became
a big debate• Towards ‘95, ‘96 the no. of brands onto these
channels started going up substantially• It was also the beginning of a new era in Print
with some high profile launches• Outlook came in this same period as a
challenger to India-Today
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The Late 90s• This period started with the raging debate across
Advertisers and Agencies on DD vs C&S
• Then Peoplemeter suddenly changed the picture
• Larger monies started going into Satellite
• In Print, Dainik Bhaskar started the trend of moving into other publication’s strongholds for expansion
• Some international magazines also set up their shop here. Elle redefined fashion for women
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2000-01• 2000 ended on the note - “Content is King and consumers
the Kingmakers” • 2001 the year of relaunches- channels trying to reinvent
themselves with innovating programming• Regional Satellite boom. Channel bouquets, Networks• The DD vs C&S debate changed to Mass vs Niche channels
in Advertiser plans• Regional Publications made forays into each others
territories - Amar Ujala, Bhaskar, Jagran, TOI• Magazines learnt the trick of narrow focussing – more and
more offered edition splits• Net becomes a medium for business for financial
institutions. Web advertising undergoes radical change
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Introduction to some basic terms & definitions used in media
research
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The Brief…
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Client Inputs for Media Plan
1. Category sales figures2. Geographic sales distribution3. Market size/Market shares4. Profitability trends5. Seasonality6. Cost history/price fluctuations7. Product attributes8. Consumer demographics/psychographics9. Buying habits10. Distribution network/marketing strategy11. Budget allocated
MediaBrief