media - an overview

7/21/2019 Media - An Overview

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Media Planning

An Overview



What is Media Planning ?

‚Media Planning‛ is a process of selecting the

exact media vehicles to be used for advertising



Media Terminologies

• Target Audience

” A portion of the TV audience identified by the advertiser to be

most likely to purchase its product

• Reach - The number of different or unduplicated households or persons that are

exposed to a television program or commercial at least once during a reported

time period . It is also known as cum. reach or cum. audience

• Frequency - The number of times persons that are exposed to a television

program or commercial for a reported time period

• GRPs : Gross Rating Points (GRPs) equal Reach times Frequency, expressed as

a percentage. GRPs measure the total of all Rating Points during an advertising

campaign. A Rating Point is one percent of the potential audience. For example, if

25 percent of all targeted televisions are tuned to a show that contains your

commercial, you have 25 Rating Points

• NGRP: Normalised Gross Rating Points

• CPRP

(Cost per Rating Point) : Cost required to achieve 1 rating point

http://www.marketing-metrics-made-simple.com/frequency.html

http://www.marketing-metrics-made-simple.com/frequency.html



• TVR

: Weighted average time spent by universe watching a particular program at

any particular time

• FCT

: Fixed Commercial Time is the allowable amount of time per hour of

programming that can be used by a television network to broadcast commercials

• FPC : Fixed Point Chart is the time-wise , day-wise programming grid of a channel

• ER : Effective Rate is used to signify the final rate /10 sec that is obtained on a

channel after the buying is complete

• ACD

: Average Commercial Duration

• Share of Voice : Measures the percentage of total GRPs (normalized) of one brand

relative to the brand category• Share of expenditure : Measures the percentage of total advertising spending by

one brand relative to the competition

• Spill over : Contribution of GRPs from other markets apart from the selected market

Media Terminologies



• ROS: Run on schedule. Refers to the random running of spots across the entire

day

• RODP : Run on Day-part : Refers to the random running of spots within a

specified time band

• Channel Share : Number of people watching the channel as a percentage of total

people watching TV for a particular day part

• Media Penetration : The percentage of homes in a specified area that own

• Effective Reach : The reach at effective frequency that is needed to accomplish the

specified objective

• Duplication : Viewers who have been exposed to two or more times to a vehicle orschedule within a particular time frame

• Make goods : The commercial time given to advertiser either because an

advertisement was pre-empted or did not receive the exposure that had been agreed

to and paid for

Media Terminologies



Media Plan

A written document that summarizes the objectives and

strategies pertinent to the placement of a company’s

advertising messages



1. Setting media objectives in light of marketing and

advertising objectives

2. Developing a media strategy for implementing media

objectives

3. Designing media tactics for realizing media strategy

4. Proposing procedures for evaluating the effectiveness of

the media plan

How is a Media plan developed

Step Process



Media Objectives

The Reach Objective

The percentage of the audience that is exposed at least once to the

advertiser’s message during a specific time frame

The Frequency Objective

Estimates the number of times the exposure is expected to happen

– Average frequency

– Frequency distribution



Duplication effect on between Reach & Frequency

►When the duplication is lower , Reach increases and Frequency decreases

►When duplication goes up , Reach decreases and Frequency increases

Channel 1 Channel 2Duplication



1. Essentials of Media Brief

Target

Audience

Priority

Markets

Campaign

Objective

Budget

Edit Strategy

Campaign Period



Development of Marketing Strategy

At the beginning of theyear, the management

prepares an Annual

Operating Plan (AOP)

for the upcoming year

(Note 1)

The marketing teamconsults with the

media team and

recommends a budget

for the upcoming year

to the management.

On finalisation of the AOP,the finance team

communicates the budget

to various functions. For

marketing, month wise

bifurcation of media

spends is also provided by

the finance team.

Is the plan

approved

by the

media

team?

The media agency

prepares an annual

media plan based on

the budget and submits

it to the media team

for approval (Note 2)

Marketing team shares the

budget with the media

team.

Media team communicates

the same to the media

agency and also provides an

annual distribution of funds

across various media

The media plan is re-

iterated and resent by

the media agency to

the media team for

approval

Campaign Level Planning

No

Yes

Note 1: AOP consists of business goals, targets, sales strategy,media and marketing objectives

Note 2: Annual media plan consists of media environment analysis,focus strategy for the brand with respect to media, media mix

determination and market wise focus activities

START



Campaign Level Planning

On approval of the

annual media plan,

marketing team

communicates the month

wise budget to the media

team in case there is a

need for a campaign.

Media team forwardsthe campaign budget to

the media agency.Campaign Level Planning

Media agency prepares a

detailed media plan for

the campaign and

submits the same to the

media team for approval

(Note 1)

Agency sends mediumwise pre estimates for

the approved plan which

is then authorized by the

media team for

implementing the media

plan (Note 2)

The media team informsthe marketing team

about the media activity ,

shares the plan with

them to enable them to

align the marketing

activities

A detailed activityreport is sent to the

media team by the

media agency on

completion of the

media activity.

Invoicing and Billing

Is the plan

approved

by the

media

team?

The media plan is re-

iterated and resent by

the media agency to

the media team for

approval Note 1: Campaign media plan consists of channel / publication, markets,

editions, edit /size and program /space etc

Note 2: Pre- Estimate is made on the basis of a campaign schedule . It consists ofvendor names, FCT, rates and total cost etc

No

Yes



Billing and Invoicing

The media accounts team

reconciles the activityreport, verifies the rates

and publication / channel

details for the month before

sending the same to the

media committee for

approval.

The accounts team

generates purchase

orders (POs) on the

system. The value of the

POs cannot be changed

post generation.

Billing and Invoicing

The accounts team’s

Senior Manager

approves the POs in

order to enable

booking of invoices

against the POs.

The system generates

an approval request to

the Senior Manager to

initiate payment after

the invoices are booked

On receiving the invoices

from the agency, the

accounts team books the

same on the basis of

verification of the

invoices and supporting

documents.

Once the authorization

process is complete,

payment is made through

NEFT within 30 days of

receipt of invoice and

within 55 days of receipt

of activity report

END



Background• Digital marketing is the promotion of products or brands

via one or more forms of electronic media

• Digital marketing differs from traditional marketing in that it

involves the use of channels and methods that enable an

organization to analyse marketing campaigns and

understand what is working and what isn’t ” typically in

real time

l f l k



Elements of Digital Marketing

Email MarketingIt involves database marketing: segmenting your customer data and delivering personalised, targeted

messages at the right time

SEO

Search Engine Optimisation is about increasing a website’s visibility in the search engines and is

done by increasing the ranking of a particular keyword, or increasing the volume of keywords that

a site ranks for

Paid SearchPaid Search, PPC or pay-per-click is the management of paid adverts in the search results.

These paid adverts are typically placed above, or to the right of the ‘organic’ search results

Social Media Social media management is about managing a brand’s image through multiple social channels.That may be Twitter or Facebook, but it may also be Pinterest or Linkedin

Online Advertising

Online advertising differs from PPC in that you are advertising on other peoples’ websites. For

instance, you may want to buy banner space on a specific website, and you would pay the

website owner either based on the number of impressions, or the number of clicks the advert

receives

Affiliate Marketing

Affiliate marketing is quite similar to online advertising, except that the website hosting the advert

will be recompensed only when a sale is made. Affiliate marketing isn’t restricted to banner

advertising

Mobile Marketing

Mobile marketing is one of the biggest growth areas in digital marketing. The increased usage of

smartphones around the world has resulted in a greater dependency on them for quick and timely

information



Elements of Digital Marketing

Blogging Blogging ” and ensuring that blogs are visible ” involves not just writing blogs, butcreating a blogging strategy that brings together SEO, PR, social media and web design

Viral Marketing

Viral marketing combines many elements of the marketing mix. Some call it ‘content

marketing’, as it always involves disseminating an element of content across multiple

channels. This can include videos on Youtube, blogs, email marketing, as well as

traditional elements, but the aim is to ensure that the content captures the imagination

of your market, and that the content spreads naturally through online communities



Media Planning Process Areas to focus

Media Brief Comscore Data Website Analysis

Website Selection Media Selection Monitoring



Media Brief

Target

Audience

Priority

Markets

Campaign

PeriodMedia Units Budget

Campaign

Objective

Elements



ComScore Data

ComScore provides a complete view into the consumptionhabits of the TG as well as the client’s competitive set,

along with demographics and cross-visitation information

Gives insights into the following:

– Total Visitors to the website

– Unique Visitors to the website

– Pages Viewed on the website

– Time spent on the website

– Duplication data



Website Selection

Online Share

1Affinity

2Reach

3Deal Type

4

Parameters to decide channel worth

Website Selection rid



Monitoring

“ Measure of site's effectiveness in persuading visitors to

take a desired action

“ Here conversion means sale of productsConversion Rate

“ Cost of acquiring a customer by which company canmeasure the success of marketing initiatives.

“ ROI and Return on Ad-spend can be calculatedROI

“ User’s demographic details such as their location,

mind-set, demand, and frequency of visits are recorded

along-with duration of visit & pages visited

Visitor Stickiness

“ Has the payment been made basis the third Party

monitoring system deployed

Third Party

Monitoring



Thank you!

media - an overview

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