media planning
TRANSCRIPT
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Media Planning: Media Planning: Print, Television and Print, Television and
RadioRadio
Presented by: K. Suresh
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Where are the 18–24 Where are the 18–24 Year-Old Males?Year-Old Males?
• Smallest audience in prime time TVSmallest audience in prime time TV• Far less likely than female Far less likely than female
counterparts to have heard of a counterparts to have heard of a brand from TV.brand from TV.
• Media organizations creating Media organizations creating programming for this target marketprogramming for this target market
• So, where are you?So, where are you?
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Which Media: Which Media: Print, Television or Radio?Print, Television or Radio?
• Great ads will fail if the media chosen Great ads will fail if the media chosen do not reach the right audiences.do not reach the right audiences.
• Newspapers and magazines have Newspapers and magazines have inherent advantages and inherent advantages and disadvantages.disadvantages.
• Broadcast media, TV and radio also Broadcast media, TV and radio also have inherent advantages and have inherent advantages and disadvantages.disadvantages.
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NewspapersNewspapers
• $6.7 billion (around Rs 29,727 crore) $6.7 billion (around Rs 29,727 crore) spent on newspaper ads in 2010 in spent on newspaper ads in 2010 in the Asia Pacific region.the Asia Pacific region.
• Ideal for reaching narrow geographic Ideal for reaching narrow geographic areaarea
• Facing circulation declinesFacing circulation declines
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Newspapers AdvantagesNewspapers Advantages
• Reach over 50% of households—150 Reach over 50% of households—150 million adultsmillion adults
• Geographic selectivityGeographic selectivity• TimelinessTimeliness• Creative opportunitiesCreative opportunities• CredibilityCredibility• Audience interestAudience interest• CostCost
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Newspapers DisadvantagesNewspapers Disadvantages
• Limited segmentationLimited segmentation• Creative constraintsCreative constraints• Poor reproductionPoor reproduction• Cluttered environmentCluttered environment
• Short lifeShort life
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Audience/ Coverage/ FrequencyAudience/ Coverage/ Frequency
Target AudienceTarget Audience• General populationGeneral population• BusinessBusiness• EthnicEthnic
Geographic Geographic coveragecoverage• Metropolitan areaMetropolitan area• StateState• NationalNational
Frequency of Frequency of PublicationPublication• DailyDaily• WeeklyWeekly
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Categories of Newspaper AdvertisingCategories of Newspaper Advertising
Display AdvertisingDisplay Advertising• Display advertisingDisplay advertising• Co-op advertisingCo-op advertising
Classified Classified AdvertisingAdvertising
InsertsInserts• Preprinted insertPreprinted insert• Free-standing insertFree-standing insert
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Costs and Buying Procedures for Costs and Buying Procedures for Newspaper AdsNewspaper Ads
Rate CardsRate Cards Costs determined Costs determined
by:by:• Size of adSize of ad• Use of colorUse of color• Size of audienceSize of audience• Extent of coverageExtent of coverage
Space is sold in Space is sold in column column centimetres or in centimetres or in per Sq. Cmper Sq. Cm
Rates lower for Rates lower for ROP (run of paper) ROP (run of paper) rather than rather than preferred position preferred position or full position.or full position.
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Measuring Newspaper AudiencesMeasuring Newspaper Audiences
CirculationCirculation• Paid circulationPaid circulation• Controlled circulationControlled circulation
ReadershipReadership
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Future of NewspapersFuture of Newspapers Survival of newspapers depends on their Survival of newspapers depends on their
ability to evolve.ability to evolve.
In the future, newspapers will have to:In the future, newspapers will have to:• Provide in-depth coverage of local issues.Provide in-depth coverage of local issues.• Increase coverage of national and international Increase coverage of national and international
events.events.• Provide follow-up reports of news.Provide follow-up reports of news.• Maintain role as local source for consumer Maintain role as local source for consumer
information.information.• Become more mainstream in integrated brand Become more mainstream in integrated brand
promotions relating to new media.promotions relating to new media.
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MagazinesMagazines
Magazines saw an eight per cent increase Magazines saw an eight per cent increase YOY at $393 million (about Rs 1740 crore). YOY at $393 million (about Rs 1740 crore).
Magazines show diversity as a media Magazines show diversity as a media class.class.
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Magazine Advantages and Magazine Advantages and DisadvantagesDisadvantages
AdvantagesAdvantages• Audience selectivityAudience selectivity• Audience interestAudience interest• Creative Creative
opportunitiesopportunities• Long lifeLong life
DisadvantagesDisadvantages• Limited reach and Limited reach and
frequencyfrequency• ClutterClutter• Long lead timesLong lead times• CostCost
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Types of MagazinesTypes of Magazines
• Consumer publicationsConsumer publications Femina, Men’s Health, Good LivingFemina, Men’s Health, Good Living
• Business publicationsBusiness publications Business Today, Outlook MoneyBusiness Today, Outlook Money
• Entertainment publicationsEntertainment publications Filmfare, ScreenFilmfare, Screen
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Measuring Magazine AudiencesMeasuring Magazine Audiences
Rates are based on guaranteed Rates are based on guaranteed circulation.circulation.• Stated minimum number of copies that Stated minimum number of copies that
will be delivered to readerswill be delivered to readers Publishers also estimate pass-along Publishers also estimate pass-along
readership.readership.• Estimates are verified by Audit Bureau Estimates are verified by Audit Bureau
of Circulationsof Circulations
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Future of MagazinesFuture of Magazines
Last 15 years have been a roller-coaster Last 15 years have been a roller-coaster for magazinesfor magazines• Currently: revenues and ad pages are upCurrently: revenues and ad pages are up• Advertisers find magazines usefulAdvertisers find magazines useful
Continued success requires:Continued success requires:• Adapting to new media optionsAdapting to new media options• A robust environment for A robust environment for
mergers and acquisitions mergers and acquisitions in the industryin the industry
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TelevisionTelevision
For many, TV defines what For many, TV defines what advertising isadvertising is
• In 2010 advertisers spent $2.4 billion In 2010 advertisers spent $2.4 billion (around Rs 10,648 crore) on television.(around Rs 10,648 crore) on television.
• Many more billions are spent on Many more billions are spent on commercial production.commercial production.
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Television CategoriesTelevision Categories
Network televisionNetwork television Cable televisionCable television Syndicated televisionSyndicated television
• Off-network syndicationOff-network syndication• First-run syndicationFirst-run syndication• Barter syndicationBarter syndication
Local televisionLocal television Satellite and closed-circuit televisionSatellite and closed-circuit television
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Advantages of TelevisionAdvantages of Television
AdvantagesAdvantages• Creative opportunitiesCreative opportunities• Coverage, reach, and repetitionCoverage, reach, and repetition• Cost per contactCost per contact• Audience selectivityAudience selectivity
NarrowcastingNarrowcasting
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Disadvantages of TelevisionDisadvantages of Television
DisadvantagesDisadvantages• Fleeting messageFleeting message• High absolute costHigh absolute cost• Poor geographic selectivityPoor geographic selectivity• Poor audience attitude and Poor audience attitude and
attentivenessattentiveness• DVR/Online entertainmentDVR/Online entertainment• ClutterClutter
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Buying Procedures for Buying Procedures for Television AdvertisingTelevision Advertising
SponsorshipSponsorship ParticipationParticipation Spot advertisingSpot advertising
Choosing a day-Choosing a day-partpart• MorningMorning• DaytimeDaytime• Early fringeEarly fringe• Prime-time accessPrime-time access• Prime timePrime time• Late newsLate news• Late fringeLate fringe
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Measuring Television AudiencesMeasuring Television Audiences
Sources for network and local Sources for network and local audience information: audience information: • A. C. Nielsen (India)A. C. Nielsen (India)• TAM IndiaTAM India
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Measures of TV AudiencesMeasures of TV Audiences
Television householdsTelevision households
• Number of households in a market Number of households in a market owning a televisionowning a television
Households using television (HUT)Households using television (HUT)
• Number of households tuned to a TV Number of households tuned to a TV program in a time periodprogram in a time period
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Future of TelevisionFuture of Television
Future appears exciting.Future appears exciting. Interactive era will affect TV as an Interactive era will affect TV as an
advertising medium.advertising medium. DVR’s increase viewer satisfaction but DVR’s increase viewer satisfaction but
may compromise advertising.may compromise advertising. An increase in direct broadcast by satelliteAn increase in direct broadcast by satellite Arrival of HDTVArrival of HDTV Massive consolidation of media companiesMassive consolidation of media companies
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RadioRadio
Radio categoriesRadio categories• Radio networksRadio networks• Radio syndicationRadio syndication• AM versus FMAM versus FM• Satellite radioSatellite radio
Types of radio adsTypes of radio ads• Local spot radioLocal spot radio• Network radio advertisingNetwork radio advertising• National spot radio advertisingNational spot radio advertising
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Radio Advantages and Radio Advantages and DisadvantagesDisadvantages
AdvantagesAdvantages• CostCost• Reach and Reach and
frequencyfrequency• Target audience Target audience
selectivityselectivity• Flexibility and Flexibility and
timelinesstimeliness• Creative Creative
opportunitiesopportunities
DisadvantagesDisadvantages• Poor audience Poor audience
attentivenessattentiveness• Creative limitationsCreative limitations• Fragmented Fragmented
audiencesaudiences• Chaotic buying Chaotic buying
proceduresprocedures
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Buying Procedures for Buying Procedures for Radio AdvertisingRadio Advertising
Ad time may be Ad time may be purchased from:purchased from:• NetworksNetworks• SyndicationsSyndications• Local radio stationsLocal radio stations• About 80% is About 80% is
placed locallyplaced locally
Radio has five Radio has five basic day partsbasic day parts• Morning drive timeMorning drive time• Day Day
Afternoon/evening Afternoon/evening drivedrive
• NightNight• Late nightLate night
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Measuring Radio AudiencesMeasuring Radio Audiences
Average quarter hour personsAverage quarter hour persons• Average number of station listeners in a 15-Average number of station listeners in a 15-
minute segmentminute segment Average quarter-hour shareAverage quarter-hour share
• Percentage of total radio audience listening to Percentage of total radio audience listening to a station during a specified 15-minute segmenta station during a specified 15-minute segment
Average quarter-hour ratingAverage quarter-hour rating• Audience during a quarter-hour expressed as a Audience during a quarter-hour expressed as a
percentage of the measurement area percentage of the measurement area populationpopulation
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The Future of RadioThe Future of Radio
Subscription radio/satelliteSubscription radio/satellite Emerging technologies and new Emerging technologies and new
mediamedia ConsolidationConsolidation