media planning
TRANSCRIPT
MEDIA PLANNING
&
MEDIA RESEARCH
SUSHIL DESAI
PRESENTED TO
PROF. SUBBARAO
MEDIA PLANNINGMEDIA PLANNING
““Media Planning refers to a series of Media Planning refers to a series of decisions required in delivering the decisions required in delivering the
advertising message to target audience.”advertising message to target audience.”
MEDIA PLANNING PROCESS:MEDIA PLANNING PROCESS:
MARKET ANALYSIS
SET THEMEDIA
OBJECTIVES
MEDIA STRATEGY DEVELOPMENT &IMPLEMENTATION
EVALUATION &
FOLLOW-UP
Selecting Media Within ClassSelecting Media Within Class
Selecting Broad Media ClassesSelecting Broad Media Classes
Determining Media StrategyDetermining Media Strategy
Media Use Decision— Print
Media Use Decision— Print
Media Use Decision— Broadcast
Media Use Decision— Broadcast
Media Use Decision— Other Media
Media Use Decision— Other Media
Selecting Media Within ClassSelecting Media Within Class
Determining Media StrategyDetermining Media Strategy
Selecting Broad Media ClassesSelecting Broad Media Classes
Developing the Media PlanDeveloping the Media Plan
Setting Media ObjectivesSetting Media ObjectivesSetting Media ObjectivesSetting Media Objectives
Marketing Strategy PlanMarketing
Strategy PlanCreative
Strategy PlanCreative
Strategy PlanMarketing
Strategy PlanMarketing
Strategy PlanSituation Analysis
Situation Analysis
Creative Strategy Plan
Creative Strategy Plan
Situation Analysis
Situation Analysis
Evaluate PerformanceEvaluate Performance
Implement Media StrategyImplement Media Strategy
Develop Media StrategyDevelop Media Strategy
Establish Media ObjectivesEstablish Media Objectives
Analyze the MarketAnalyze the Market
Implement Media StrategyImplement Media Strategy
Develop Media StrategyDevelop Media Strategy
Establish Media ObjectivesEstablish Media Objectives
Analyze the MarketAnalyze the Market
Developing the Media PlanDeveloping the Media Plan
Measurement Problems
Measurement Problems
Lack of Information
Lack of Information
InconsistentTerms
InconsistentTerms
TimePressure
TimePressure
InconsistentTerms
InconsistentTerms
Lack of Information
Lack of Information
Measurement Problems
Measurement Problems
Media Planning DifficultiesMedia Planning Difficulties
Problemsin MediaPlanning
Problemsin MediaPlanning
5 BASIC DIMENSIONS TO BE CONSIDERED:5 BASIC DIMENSIONS TO BE CONSIDERED:
CONTINUITYCONTINUITYTAARGET MARKET DEFINITIONTAARGET MARKET DEFINITIONMEDIA TYPEMEDIA TYPEMEDIA VEHICLES & UNITSMEDIA VEHICLES & UNITSMEDIA SCHEDULINGMEDIA SCHEDULING
TargetMarket
Proportion
FullMarket
Coverage
PartialMarket
Coverage
CoverageExceeding
Market
Target Audience CoverageTarget Audience Coverage
Population excluding target marketTarget marketMedia coverageMedia overexposure
Short Message LifeShort Message Life
High Production CostHigh Production Cost
Low SelectivityLow Selectivity
High Absolute CostHigh Absolute Cost
ClutterClutter
Mass CoverageMass Coverage
High ReachHigh Reach
Impact of Sight, Sound and Motion
Impact of Sight, Sound and Motion
High PrestigeHigh Prestige
Low Cost Per ExposureLow Cost Per Exposure
Attention GettingAttention Getting
Favorable ImageFavorable Image
High Production CostHigh Production Cost
High Absolute CostHigh Absolute Cost
Short Message LifeShort Message Life
Low SelectivityLow Selectivity
Favorable ImageFavorable Image
Attention GettingAttention Getting
Low Cost Per ExposureLow Cost Per Exposure
High PrestigeHigh Prestige
Impact of Sight, Sound and Motion
Impact of Sight, Sound and Motion
High ReachHigh Reach
Mass CoverageMass Coverage
Television Pros and ConsTelevision Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages
ClutterClutter
Fleeting MessageFleeting Message
Audio OnlyAudio Only
Low Attention GettingLow Attention Getting
Local CoverageLocal Coverage
Low CostLow Cost
High FrequencyHigh Frequency
FlexibleFlexible
Low Production CostLow Production Cost
Well-segmented AudienceWell-segmented Audience
Low Attention GettingLow Attention Getting
ClutterClutter
Audio OnlyAudio Only
Well-segmented AudienceWell-segmented Audience
Low Production CostLow Production Cost
FlexibleFlexible
High FrequencyHigh Frequency
Low CostLow Cost
Local CoverageLocal Coverage
Radio Pros and ConsRadio Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages
Visual OnlyVisual Only
Long Lead Time for Ad Placement
Long Lead Time for Ad Placement
Lack of FlexibilityLack of Flexibility
Segmentation PotentialSegmentation Potential
Quality ReproductionQuality Reproduction
High Information ContentHigh Information Content
LongevityLongevity
Multiple ReadersMultiple Readers
Visual OnlyVisual Only
Long Lead Time for Ad Placement
Long Lead Time for Ad Placement
Multiple ReadersMultiple Readers
LongevityLongevity
High Information ContentHigh Information Content
Quality ReproductionQuality Reproduction
Segmentation PotentialSegmentation Potential
Magazine Pros and ConsMagazine Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages
ClutterClutter
Poor Reproduction QualityPoor Reproduction Quality
Short LifeShort Life
Low Attention GettingLow Attention Getting
High CoverageHigh Coverage
Low CostLow Cost
Short Lead Time for Placing Ads
Short Lead Time for Placing Ads
Ads Can Be Placed in Interest Sections
Ads Can Be Placed in Interest Sections
Timely (Current Ads)Timely (Current Ads)
Reader Controls ExposureReader Controls Exposure
Can Be Used for CouponsCan Be Used for Coupons
Selective Reader ExposureSelective Reader Exposure
Poor Reproduction QualityPoor Reproduction Quality
Low Attention GettingLow Attention Getting
ClutterClutter
Short LifeShort Life
Can Be Used for CouponsCan Be Used for Coupons
Reader Controls ExposureReader Controls Exposure
Timely (Current Ads)Timely (Current Ads)
Ads Can Be Placed in Interest Sections
Ads Can Be Placed in Interest Sections
Short Lead Time for Placing Ads
Short Lead Time for Placing Ads
Low CostLow Cost
High CoverageHigh Coverage
Newspaper Pros and ConsNewspaper Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages
Short AdsShort Ads
Local RestrictionsLocal Restrictions
Sort Exposure TimeSort Exposure Time
Poor ImagePoor Image
Location SpecificLocation Specific
High RepetitionHigh Repetition
Easily NoticedEasily Noticed Poor ImagePoor Image
Short AdsShort Ads
Sort Exposure TimeSort Exposure Time
Easily NoticedEasily Noticed
High RepetitionHigh Repetition
Location SpecificLocation Specific
Outdoor Pros and ConsOutdoor Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages
Poor Image (Junk Mail)Poor Image (Junk Mail)
High Cost Per ContactHigh Cost Per Contact
ClutterClutter
High SelectivityHigh Selectivity
Reader Controls ExposureReader Controls Exposure
High Information ContentHigh Information Content
Repeat Exposure Opportunities
Repeat Exposure Opportunities
Poor Image (Junk Mail)Poor Image (Junk Mail)
High Cost Per ContactHigh Cost Per Contact
Repeat Exposure Opportunities
Repeat Exposure Opportunities
High Information ContentHigh Information Content
Reader Controls ExposureReader Controls Exposure
High SelectivityHigh Selectivity
Direct Mail Pros and ConsDirect Mail Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages
Websnarl (Crowded Access)
Websnarl (Crowded Access)
Few Valid Measurement Techniques
Few Valid Measurement Techniques
Limited Creative Capabilities
Limited Creative Capabilities
Technology LimitationsTechnology Limitations
Limited ReachLimited Reach
User Selects Product Information
User Selects Product Information
User Attention and Involvement
User Attention and Involvement
Interactive RelationshipInteractive Relationship
Direct Selling PotentialDirect Selling Potential
Flexible Message PlatformFlexible Message Platform
Few Valid Measurement Techniques
Few Valid Measurement Techniques
Technology LimitationsTechnology Limitations
Web snarl (Crowded Access)
Web snarl (Crowded Access)
Limited Creative Capabilities
Limited Creative Capabilities
Flexible Message PlatformFlexible Message Platform
Direct Selling PotentialDirect Selling Potential
Interactive RelationshipInteractive Relationship
User Attention and Involvement
User Attention and Involvement
User Selects Product Information
User Selects Product Information
Internet Pros and ConsInternet Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages
FACTORS AFFECTING CHOICE FACTORS AFFECTING CHOICE OF MEDIAOF MEDIA
PRODUCT CHARECTERISTICSPRODUCT CHARECTERISTICSTARGET AUDIENCETARGET AUDIENCECOMPETITORS ADVERTISINGCOMPETITORS ADVERTISINGDISTRIBUTORS COVERAGEDISTRIBUTORS COVERAGEADVERTISING OBJECTIVESADVERTISING OBJECTIVESMEDIA COSTMEDIA COSTMEDIA SELECTIONMEDIA SELECTIONMEDIA CIRCULATIONMEDIA CIRCULATION
MEDIA RESTRICTIONMEDIA RESTRICTION
MEDIA FLEXIBILITYMEDIA FLEXIBILITY
MEDIA LIFEMEDIA LIFE
MEDIA SUPPORT & BENEFITMEDIA SUPPORT & BENEFIT
MEDIA AVAILABILITYMEDIA AVAILABILITY
MEDIA IMAGEMEDIA IMAGE
ADVERTISING BUDGETADVERTISING BUDGET
FACTORS AFFECTING CHOICE FACTORS AFFECTING CHOICE OF MEDIAOF MEDIA
FACTORS CONSIDERED WHILE FACTORS CONSIDERED WHILE SELECTING MEDIA MIXSELECTING MEDIA MIX
BUDGETBUDGET
COMPETITOR’S COMPETITOR’S STRATEGYSTRATEGY
FREQUENCY V/S REACHFREQUENCY V/S REACH
INCREASING INCREASING DISTRIBUTOR’S SUPPORTDISTRIBUTOR’S SUPPORT
CONTINUITYCONTINUITY
FLEXIBILITYFLEXIBILITY
FRANCHISE POSITIONFRANCHISE POSITION
STD OF ACCEPTANCE & STD OF ACCEPTANCE & CODE OF ETHICSCODE OF ETHICS
COST PER THOUSANDCOST PER THOUSAND
CREATIVE CREATIVE CONSIDERATIONCONSIDERATION
THE MEDIUM & TARGET THE MEDIUM & TARGET CONSUMER MATCHCONSUMER MATCH
LANGUAGELANGUAGE
PRESTIGE OF THE MEDIAPRESTIGE OF THE MEDIA
THE EDITORIAL THE EDITORIAL ENVIRONMENTENVIRONMENT
NATURE OF PRODUCT NATURE OF PRODUCT SERVICE & MARKETSERVICE & MARKET
AVAILABILITY OF MEDIA AVAILABILITY OF MEDIA TIME & SPACETIME & SPACE
THE DO’S & DON’TS FOR THE DO’S & DON’TS FOR EFFECTIVE MEDIA PLANNINGEFFECTIVE MEDIA PLANNING
DO- understand the clients business needs.DO- understand the clients business needs.DO- study the clients brand that requires to DO- study the clients brand that requires to be worked on.be worked on.DON’T- stereotype solutions.DON’T- stereotype solutions.DON’T-base your strategy purely on DON’T-base your strategy purely on numbers generated by various software.numbers generated by various software.DO- select the type of media making sure it DO- select the type of media making sure it will hit the target.will hit the target.DO- make sure to try maximizing visibility.DO- make sure to try maximizing visibility.
DON”T- make your schedules clash with major DON”T- make your schedules clash with major events.events.
DON”T- ever act like a “buyer”. Media buying is to DON”T- ever act like a “buyer”. Media buying is to a great extent a function of relationshipsa great extent a function of relationships
DO- make sure to take advantage of major events DO- make sure to take advantage of major events for advertising.for advertising.
DON’T- be rigid in your thinkingDON’T- be rigid in your thinking
DO- every client has a year beginning & endingDO- every client has a year beginning & ending
DON’T- always look out for CPRP& GRPS.DON’T- always look out for CPRP& GRPS.
DO- start any plan with a clear picture.DO- start any plan with a clear picture.
THE DO’S & DON’TS FOR THE DO’S & DON’TS FOR EFFECTIVE MEDIA PLANNINGEFFECTIVE MEDIA PLANNING
Media strategyMedia strategy
Step 1:Step 1:
Reviewing the marketing and advertising Reviewing the marketing and advertising situation.situation.
Marketing factors.Marketing factors. who is the competition and what do they hold?who is the competition and what do they hold? what is our marketing strategy? Our marketing what is our marketing strategy? Our marketing
objectives? objectives? what buyer problems does our product solve?what buyer problems does our product solve?
What marketing decisions have been What marketing decisions have been made about the internal marketing made about the internal marketing elements ( product, price, promotion elements ( product, price, promotion and distribution)?and distribution)?
what external environmental factors are what external environmental factors are influencing of our product?influencing of our product?
Advertising factorsAdvertising factors
What role is advertising expected to play in the What role is advertising expected to play in the stimulation of brand demand?stimulation of brand demand?
What are the advertising objectives?What are the advertising objectives?
What is the size of the advertising investment?What is the size of the advertising investment?
What is the creative strategy? What are our What is the creative strategy? What are our creative tactics?creative tactics?
Step 2: Selecting the target Step 2: Selecting the target marketmarket
Classification of target audience:Classification of target audience:
lifestyleslifestyles
Product usage.Product usage.
Age, sex group.Age, sex group.
Geographic conditions.Geographic conditions.
Step 3: Setting media Step 3: Setting media objectivesobjectives
Terminology of media objectives.Terminology of media objectives.
Reach.Reach.
Frequency.Frequency.
Continuity.Continuity.
The Difference between Reach The Difference between Reach and Frequencyand Frequency
Reach and FrequencyReach and FrequencyA. Reach of One Program
Total market audience reached
B. Reach of Two Programs
Total market audience reached
C. Duplicated Reach of Both
Total reached with both shows
D. Unduplicated Reach of Both
Total reach less duplicate
Step 4: Evaluating media Step 4: Evaluating media alternativesalternatives
Two levels of media evaluations:Two levels of media evaluations:
Media type level.Media type level.
Media vehicle level.Media vehicle level.
Comparing media vehicle Comparing media vehicle efficiencyefficiency
CPM = cost of advertising x 1000CPM = cost of advertising x 1000
total circulationtotal circulation
= Rs. 150000 x 1000 = Rs. 150000 x 1000
500000500000
Rs. 30Rs. 30
GROSS RATING POINTGROSS RATING POINT
GRP is the basic unit of the counting in GRP is the basic unit of the counting in buying television slots.buying television slots.
GRP = reach x average frequency.GRP = reach x average frequency.
How to evaluate media How to evaluate media alternatives?alternatives?
Stimulation modelsStimulation models
ADMODADMOD
MEDIACMEDIAC
ADMOD modelADMOD model
Aims to achieve cognitive changes in the Aims to achieve cognitive changes in the consumption pattern among customers.consumption pattern among customers.
Concentrates within the segment rather than the Concentrates within the segment rather than the total segment.total segment.
Product change which takes place over a period Product change which takes place over a period of time.of time.
The exposure probability of media schedule is:The exposure probability of media schedule is:
Pij=bij hjPij=bij hj
Where, Pij = probability that individual ‘i’ is Where, Pij = probability that individual ‘i’ is expected to be exposed to media option ‘j’.expected to be exposed to media option ‘j’.
Bij = probability that individual ‘i’ is exposed Bij = probability that individual ‘i’ is exposed to vehicle ‘j’ is the vehicle associated with to vehicle ‘j’ is the vehicle associated with media option ‘j’.media option ‘j’.
Hj = probability that any one exposed to Hj = probability that any one exposed to vehicle ‘j’ will be exposed to media optionvehicle ‘j’ will be exposed to media option ‘j’.‘j’.
Step 5: Media SchedulingStep 5: Media Scheduling
Media scheduling refers to preparing a Media scheduling refers to preparing a calendar or blueprint of the advertising calendar or blueprint of the advertising plan. It offers specific details regarding plan. It offers specific details regarding what media will be bought, when it will what media will be bought, when it will be purchased, and how much time or be purchased, and how much time or space will be used for each space will be used for each advertisement or commercial.advertisement or commercial.
Media scheduling involves :Media scheduling involves :
Macro scheduling - in relation to the Macro scheduling - in relation to the season and the buyers cycle.season and the buyers cycle.
Micro scheduling - allocates Micro scheduling - allocates advertising expenditure within a short advertising expenditure within a short period to obtain maximum impact.period to obtain maximum impact.
Three Scheduling MethodsThree Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
SeasonalSeasonal
Teaser set-upTeaser set-up
Step downStep down
SteadySteady
Alternate methodAlternate method
RISING FALLING ALTERNATINGLEVEL
Step 6: implementation the Step 6: implementation the media planmedia plan
Media prices.Media prices.
Contracts.Contracts.
Insertion orders.Insertion orders.
Execution media plans.Execution media plans.
Media departments of advertising Media departments of advertising agencies.agencies.
Media buying services.Media buying services.
In house media group.In house media group.
Step 7 : Evaluating the media Step 7 : Evaluating the media planplan..
To understand the relevant media environment.To understand the relevant media environment.
The target market, particularly its The target market, particularly its demographically, life-styles media habits.demographically, life-styles media habits.
The competitions media investment patterns.The competitions media investment patterns.
All the possible media alternative and their All the possible media alternative and their abilities to help fulfill the media.abilities to help fulfill the media.
Media ResearchMedia Research
Concerned with advertising reach, Concerned with advertising reach, frequency and the effectiveness of frequency and the effectiveness of different media and combination of media different media and combination of media in reaching target audience.in reaching target audience.
Role of Media ResearchRole of Media Research
Reader’s ProfileReader’s ProfileSelection of MediaSelection of MediaBooking of Time & SpaceBooking of Time & SpaceImportance to media ownersImportance to media ownersSponsorship of programmersSponsorship of programmersBenefit to AudienceBenefit to AudienceBenefit to media plannersBenefit to media plannersBenefit to Research OrganizationsBenefit to Research Organizations
Scope of Media ResearchScope of Media Research
The Reach & Circulation of different mediaThe Reach & Circulation of different mediaMeasuring impact of new mediaMeasuring impact of new mediaFinding appropriation of slots Finding appropriation of slots Understanding Consumer ProfileUnderstanding Consumer ProfileGathering information about best media buysGathering information about best media buysInnovations that will increase visibilityInnovations that will increase visibilityMedia schedulingMedia schedulingIncreasing effectiveness of ad campaignIncreasing effectiveness of ad campaignReducing wastageReducing wastageAppropriate positioningAppropriate positioning
Research MethodsResearch Methods
Measuring BroadcastMeasuring Broadcast Co-incidental MethodCo-incidental Method Roster RecallRoster Recall Diary MethodDiary Method The AudimeterThe Audimeter
Measuring PrintMeasuring Print Recent Reading MethodRecent Reading Method Reading Habit MethodReading Habit Method Through the Book Method Through the Book Method
Media Research in IndiaMedia Research in India
Research on PressResearch on Press Audit Bureau of CirculationsAudit Bureau of Circulations Press AuditsPress Audits National Readership SurveyNational Readership Survey Children’s Media SurveyChildren’s Media Survey Up market Media SurveyUp market Media Survey Decision Makers Media SurveyDecision Makers Media Survey Businessman’s Readership SurveyBusinessman’s Readership Survey
Research on TVResearch on TV Audience ResearchAudience Research Television Rating Points (TRP)Television Rating Points (TRP) TV Monitoring ReportsTV Monitoring Reports NTS – MRASNTS – MRAS TRP Clutter IndexTRP Clutter Index MRAS Ad Viewer ship StudyMRAS Ad Viewer ship Study
Radio ResearchRadio Research Reach and Coverage StudyReach and Coverage Study CBS Listener ship Survey, 1989CBS Listener ship Survey, 1989 CBS of AIRCBS of AIR
Advertisement BriefAdvertisement Brief
The client briefs the agency on what is The client briefs the agency on what is required and obtains agreement before required and obtains agreement before creative work is done. Simply put it creative work is done. Simply put it consists of what the ad is expected to consists of what the ad is expected to shoot for.shoot for.
Ingredients Of An Advertising BriefIngredients Of An Advertising Brief
Promotional objectivesPromotional objectives
BudgetBudget
Product profileProduct profile
Company profileCompany profile
Market analysis/CompetitionMarket analysis/Competition
Production plansProduction plans
Pricing policyPricing policy
Distribution plansDistribution plans
Legal aspectsLegal aspects
Any other informationAny other information
Media briefMedia brief
TeamTeam
ProductProduct
CompetitionCompetition
BudgetBudget
TimetableTimetable
Target audienceTarget audience
AreaArea
TimingTiming
Purpose of campaignPurpose of campaign
RegionalityRegionality
SeasonalitySeasonality
Creative objectivesCreative objectives
Media objectivesMedia objectives
ResearchResearch
Media budgetMedia budget
Corporate objectivesCorporate objectives
Stage in product life cycleStage in product life cycle
Competition and clutterCompetition and clutter
Market share and consumer baseMarket share and consumer base
Market share goalsMarket share goals
Advertising frequencyAdvertising frequency
Product substitutabilityProduct substitutability
Budgeting periodBudgeting period
AffordabilityAffordability
Crisis managementCrisis management
Importance of middlemenImportance of middlemen
Scope of the marketScope of the market
Quality of campaignQuality of campaign
To measure the effectiveness of the media To measure the effectiveness of the media planplan
If the media they selected reached the If the media they selected reached the designated target marketdesignated target market
If the media plan delivered the desired If the media plan delivered the desired levels of reach and frequencylevels of reach and frequency
If the media plan was efficient.If the media plan was efficient.