basic media concepts

8/10/2019 Basic Media Concepts

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Understanding Media


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Setting the lingo...


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Basic Terminology

Media/Medium- The various categories of

delivery systems, including broadcast andprint media.

Media Vehicle- The specific messagecarrier, such as the Times of India orKSBKBT

Broadcast Media - Either radio or televisionnetwork or local station broadcasts.

Print Media - Publications such as newspapers,magazines, direct mail, outdoor, and the like.


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Basic Terminology

Coverage- The potential audience that mightreceive the message through the the vehicle.

Also referred to as MPR (Maximum possible reach) &

penetration

Reach- The actual number of individual audiencemembers reached at least once by the vehicle

Represented as a % of TG or in 000s

Readership, viewership, listnership, TRP are equivalent

terms - context defines meaning

Frequency/OTS- The number of times the

receiver is exposed to vehicle in a specific time

period


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What is Media Planning

Excel Sheet

Numbers

Jargon


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Consists of two principle

components

1) Strategy

2) Objective


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Media Strategy

Decisionson how the mediaobjectives can be attained


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Media Objectives

Goalsto be attained by the mediastrategy and program


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Media Planning

A series of

decisions (strategy)

involving the

delivery of messages (Objective)

to audiences


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Media Planning -

A path to solve the Marketing

Problems like...

To increase market-share

Or to launch a product

Change some behaviour


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Flows from Marketing Strategy


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Media Use Decision

Print

Media Use Decision

Broadcast

Media Use Decision

Other Media

Creative Strategy Plan

The Planning Process

Setting Media Objectives

Selecting Media Within Class

Selecting Broad Media Classes

Determining Media Strategy

Marketing Strategy PlanSituation Analysis

Evaluate Performance


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What are the elements of

Media Strategy?


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Ideally, one should

Reach all markets

Reach all the prospects

Maximize reach and frequency All year coverage

Long duration commercials and Full Pages

Even the richest of clients will not have the money to do it !

Media strategy is the art of achieving a balance of the

above tasks of advertising media


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Media Strategy

Decisionson how the mediaobjectives can be attained

A decision process of optimisingoutcomes subject to constraints


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Target Audience

Environment

Market

Message

Budget

Media Strategy

Key Constraints of Media

Strategy


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Target Audience

Environment

Market

Message

Budget

Media Strategy

Budget...


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Budget

Target AudienceTarget Audience

EnvironmentEnvironment

MarketMarket

MessageMessage

BudgetBudget

Media Strategy

It is the starting point

Affects all the variables of the mediastrategy

There is no ideal media plan,

a clear indication of budget will setthe media planner to think better


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Impact of budget

Variable ImpactMedia Mix How many media vehicles can be used

Reach What proportion of the TG can be reached

Frequency The number of repeat exposures possible

Coverage Number of markets that can be reached

Schedule How often in the time period can one bepresent in media



MarketMarket

MessageMessage

BudgetBudget

Media Strategy


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What will the budget allow?

Population excluding target market

Target market

Media coverage

Media overexposure

Coverage

Exceeding

Market

Partial

Market

Coverage

Full

Market

Coverage

Target

Market

Proportion

Target Audience Coverage



MarketMarket

MessageMessage

BudgetBudget

Media Strategy


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Consider

What is the possible budget - a guesstimate

Hoe much more can we go beyond budget?

Should 2 plans with varying budgets or

strategies be presented - if so what can bebudgets?

And, which of the other variables of strategy can

we rationalise - Markets, TG?



MarketMarket

MessageMessage

BudgetBudget

Media Strategy


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Target Audience

Environment

Market

Message

Budget

Media Strategy

Target Audience...

T t A diT t A di


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Target Audience Definition

Define demographically

Age

MHI

SEC

Pop Strata

Psychographically

Mindset

Attitudes

Behaviour



MarketMarket

MessageMessage

BudgetBudget

Media Strategy

}}

NRS, IRS

3D, TGI

Target A dienceTarget Audience


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Impact on Strategy

Define demographically

Age

MHI

SEC

Pop Strata

Psychographically

Mindset

Attitudes

Behaviour



MarketMarket

MessageMessage

BudgetBudget

Media Strategy

} Media mix

Vehicle mix (program,

Page position, content

type, message

environment)

Coverage Achievable

Frequency required

Cost


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DEMOGRAPHICS

Attitudes differ

and hence

Brand preference

All SEC As are not the same!


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Audience Segments

Understand

Attitudes and thus their impact on brand choice

Design Promos that have an Attitude Match

Measure Change brought out by communication


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To summariseConformerConservative

More Religious/Spiritual than others

Follows organised routineNot image conscious

Not very self confident

Not a leader

Is risk averse

Dissatisfied with many things in life

Not well informed

More old-fashionedFeels women should stay at home

The Aspirer

Image Conscious

Keeps up with latest fashions

FlashyImpulsive spender

Tries out new products

Not very health conscious

Not a leader, averse to responsibilities

Does not plan/worry about the future

Friends more important than family

Swayed easily by friends

The ProgressivesExtrovert, socialFashionable

Health ConsciousSatisfied in different aspects of lifeFamily more important than friendsForward lookingAspiringNot swayed by discounts/offersDoes not try out new productsWorries about the future

Likes nature

The ProvidersPlans aheadNot very westernised

LeaderNot impulsiveNot superficialProgressiveFamily manBrand LoyalWell plannedDoes not worry about the future

Well dressed

23%19%

39% 19%



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Related concepts

Gross Reach

Net Reach Avg. OTS

Effective Reach

Effective Frequency



MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Gross Reach, Net Reach,Avg. OTS

Cine Blitz (1) Femina (1)

20,00020,000 30,000

Gross Reach in numbers = 90,000

Net Reach (Unduplicated) = 40,000 + 50,000 - 20,000

= 70,000

Avg. OTS = 90,000 / 70,000

= 1.29

gg


MarketMarket

MessageMessage

BudgetBudget

Media Strategy

Duplication



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Net Reach

It is equal to the total number of individuals reached. Iteliminates duplication

gg


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Avg. OTS: Avg. Opportunities To See

Equals Gross Reach in numbers divided by Net ReachReach in numbers

OTS = Gross Reach (000s)Net Reach (000s)


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Effective Frequency

Number of times an individual needs to beexposed to a communication in a fixed time

frame for him to react in a desired way

Example : Effective frequency of 5+ meansreaching an individual at least 5 times


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Effective Reach

% of Target Audience who have been reachedat least Effective Frequency number of times

Example : If 50% have been reached at least 5

times, then 50% is the Effective Reachat 5+


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Typical Reach Distribution

0

10

20

30

40

50

60

70

80

90

1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+

Reach%

frequency

Effective frequency

Effective Reach


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Reach vs Frequency

Demographic variables

young - less freq. Vs. Old - more freq.

Which of these factors are (or are both) more

important?

Reach -important for launch

Frequency for conversions, maintenance

Psychographic

Experimenters - less frequency

Tradional outlook - more frequency


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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TG Factors Important

to Determining Frequency

Brand history

Brand share

Brand loyalty

Purchase cycles

Usage cycle


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Consider...

Is TG definition in line with your definition for

creative

While for creative we look at a person, in

media it is in numbers + the person


MarketMarket

MessageMessage

BudgetBudget

Media Strategy


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Media Weight

Advertising Awareness

Brand AwarenessBrand Benefit

Brand Value

Sales

AdvertisingResponse

0

20

40

60

80

100

0

1

2

3

4

5

6

7

8

9

10

OTS

Awareness

The Communication Model


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4 KEY ELEMENTS


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30

20

10

0

250

0

GRPs

1years

Advertisingawareness

Typical Awareness Data


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Base Level

Sales drop back

to base level after

advertising stops

Time: 1 Year

Awareness

Advertising Base Sales

% claiming to have seen

this brand advertised

recently even when there

has been no advertising

for some time.


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Build

Time: 1 Year

Awareness


Effect builds

during advertising


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Build

Size of build depends on amount of advertising!

Therefore consider build per GRP or per 100 GRPs.

Millward Browns Awareness Index is extra awareness per 100 GRPs.


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Awareness and sales effects

Comparison Between Sales Effects and Awareness Index

Excluding New News

R2= 0.75

.00

.20

.40

.60

.80

1.00

1.20

1.40

1.60

1.80

2.00

.00 .50 1.00 1.50 2.00

Awareness Index within brand

Sal

esIndexwithinbrand

All ads

Fitted line


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Decay

Time: 1 Year

Awareness


Awareness drops back

to base level after

advertising stops


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Multi media Effect

The conclusions of Multiplying the Media Effect are:

not only can one medium communicate ideas additional to

those derived from seeing another

one medium can also affect and enrich what is understood

from a subsequent exposure to another medium

Greater strength can be added to a mixed-media campaign

by encouraging this process through creative links

The current approach


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The current approachSet Communications

Goals/Targets

Identify BrandsResponsiveness to

Advertising

AdResponse

Identify Channels to

Reach Goals and

Targets

AdSelect

Set Budget Given

Goals, Channels and

Responsiveness

AdBudget*

Allocate Budget

Among Channels AdMix

Assess/Compare

Plan Options

AdMind*

Campaign


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Target Audience

Environment

Market

Message

Budget

Media Strategy

Market...



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Market Considerations

How has the selection been done?

Only top markets or potential too

Has it been done in a scientific manner?

Is the distribution okay in these markets?

If it is a launch, look at realistic roll-out dates


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Impact on Strategy

Local Options

E.g. Daily Press

FM radio

Regional Options

E.g. Sun TV

Other media

Outdoor

Multi market

media

Star Plus

National media

??

Which mix willproduce the

OPTIMUM

solution

Most of the

mediaplanners

time is spent

in this

process


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Related concepts

BDI

CDI

CPRP

CPT


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Percentage of brand sales inthat market to total Indian sales

Percentage of total Indianpopulation in that market

BDI = X 100

BDI - Brand Development Index


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Percentage of product categorysales in that market to total Indian

category sales

Percentage of total Indianpopulation in that market

CDI = X 100

CDI - Category Development Index


MarketMarket

MessageMessage

BudgetBudget

Media Strategy

Brand and CategoryTarget AudienceTarget Audience


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Brand and CategoryAnalysis

High market share

Good market

potential

High market share

Monitor for sales

decline

Low market share

Good market

potentialHig

hCDI

LowC

DI

Low market share

Poor market

potential

High BDI Low BDI


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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CPRP - Cost per rating point

Medium Vehicle TRP Rate CPRP

(reach%) (Rs) (Rs)

Star Plus KSBKBT 12 300000 2500

Audience : FemalesMarket : BombayDuration : 30

CPRP - cost of reaching 1% of the TG in the given market


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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CPT/CPM - Cost per Thousand

Related to CPRP

It is the sum of money required to reach 1000individuals in the TG in a given market


MarketMarket

MessageMessage

BudgetBudget

Media Strategy


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Target Audience

Environment

Market

Message

Budget

Media Strategy

Message...



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The mediumEnvironmentEnvironment

MarketMarket

MessageMessage

BudgetBudget

Media Strategy

Medium as the vehicle - the coverage

Medium as the medium - the characteristics

Medium as the message - the imagery

The medium chosen communicates inabove three ways



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Medium as the medium


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Television Characteristics

Advantages

Mass coverage

High reach

Impact of sight, sound,and motion

High prestige

Low cost per exposure

Attention getting

Favorable mage

Disadvantages

Low selectivity

Short message life

High absolute cost High production costs

Clutter


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Radio Characteristics

Advantages

Local coverage

Low cost

High frequency

Flexible

Low production costs

Well-segmented

audiences (the future!)

Disadvantages

Audio only

Clutter

Low attention getting

Fleeting message


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Magazines Characteristics

Advantages

Segmentation potential

Quality reproduction High information

content

Longevity

Multiple readers

Disadvantages

Long lead time for ad

placement Visual only

Lack of flexibility


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Newspapers Characteristics

Advantages High coverage

Low cost

Short lead time for

placing ads Ads can placed in

interest sections

Timely (current ads)

Reader controls

exposure Can be used for

coupons

Disadvantages Short life

Clutter

Low attention-getting

capabilities Poor reproduction

quality

Selective readerexposure


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Outdoor Characteristics

Advantages

Location specific High resolution

Easily noticed

Disadvantages

Short exposure timerequires short ad

Poor image

Local restrictions


MarketMarket

MessageMessage

BudgetBudget

Media Strategy

Internet / Interactive Media



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Internet / Interactive MediaCharacteristics

Advantages

User selects product

information

User attention andinvolvement

Interactive relationship

Direct selling potential

Flexible message Platform

Unlimited creative

capabilities

Few valid measurement

techniques

Disadvantages

Web snarl (crowded

access)

Technology limitations Limited reach


MarketMarket

MessageMessage

BudgetBudget

Media Strategy

Message or Creative FactorsTarget AudienceTarget Audience


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Message or Creative FactorsImportant to Determining

Frequency

Message complexity

Message uniqueness

New vs. continuing campaigns

Image versus product sell

Message variation

Wearout

Advertising units


MarketMarket

MessageMessage

BudgetBudget

Media Strategy



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Innovations

Are there any innovations?

If so are they in line with strategy? Or arethey mere gimmicks

Can the innovation communicate the brand

message?


MarketMarket

MessageMessage

BudgetBudget

Media Strategy


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Target Audience

Environment

Market

Message

Budget

Media Strategy

Environment...

TargetAudience TargetAudience


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Deals with

Medias role in the The daily life of the TG

Can it it break through all the other ad. Noisein the market

noticability is the name of the game

How can I be different from competition

Will media choice/use make this difference?

Environment Environment

Market Market

Message Message

Budget Budget

MediaStrategy

Media Factors Important toTargetAudience TargetAudience


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Media Factors Important toDetermining Frequency

Clutter

Editorial environment

Attentiveness

Scheduling

Number of media used

Repeat Exposures


Market Market

Message Message

Budget Budget

MediaStrategy



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Scheduling

Is it scheduled at the right time?

Is there enough pressure/impact?-Or is it

spread out Are there adequate GRPs /burst?

Is it different from competition?

Has the consumption pattern been looked at?

E.g. morning or monthly or seasonal


Market Market

Message Message

Budget Budget

MediaStrategy



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Three Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec


Market Market

Message Message

Budget Budget

MediaStrategy



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Related Concepts

GRP

SOV

SOS

Channel Share


Market Market

Message Message

Budget Budget

MediaStrategy


Bdt Bdt


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GRP

1) Sum of TRPs for a particular plan.

2) A measure of the impact of a plan

3) Helps compare two or more plan withdifferent program compositions


Market Market

Message Message

Budget Budget

MediaStrategy


Mkt Mkt Bdt Budget


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Calculating GRP - 2

Medium Vehicle TRP GRPs

Jan Feb Mar Total

TV Program 1 30 120 120 60 300

Program 2 38 76 76 76 228

Program 3 35 140 140 140 420

TV Total 336 336 276 948

Audience : FemalesMarket : BombayDuration : 30


Market Market

Message Message

Budget Budget

MediaStrategy


Mkt Mkt Budget Budget


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SOV : Share of Voice

GRPs for a particular brand expressed as a percentage of

the GRP for the defined category

Example :

GRPs for Coke in May = 1000

GRPs for the Soft Drink Category in May = 4000

Hence SOV for Coke = 1000 / 4000

= 25%


Market Market

Message Message

Budget Budget

MediaStrategy


Market Market Budget Budget


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SOS: Share of Spends

Spends for a particular brand expressed as a percentage ofthe Spends for the defined category

Example :

Spends for Coke in May = Rs 3 Crores

Spends for the Soft Drink Category in May = Rs10 Crores

Hence SOSforCoke = 3 / 10

= 30 %


Market Market

Message Message

Budget Budget

MediaStrategy


Market Market Budget Budget


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Channel Share

It is the % of the Total TV viewing that is spent on a

channel

It is a measure of the popularity of the channel among agiven TG


Market Market

Message Message

Budget Budget

MediaStrategy


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In summary

Clarity on these variables


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Target Audience

Environment

Market

Message

BudgetMedia Strategy

Clarity on these variables

FOCUSED MEDIA PLAN - Maximises ROI


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At the end of the day...

How different is your strategy from that of thecompetitor?

What can be done to bring in some difference?

Have qualitative factors been looked at?

Will it help deliver the impact?

Does it complement the creative?

AM I GETTING VALUE FOR MONEY


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Response Measures

The only way towards a better media (&

better ROI) solutions is to measure impact of

delivery and fine tune the media strategy

drop vehicles that do not work

Measuring response is the next leap that

media planning is driving towards...


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Cheers!

basic media concepts

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