media planning & buying basics
TRANSCRIPT
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MODULE ON MEDIA
PLANNING
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Media Plan
TARGET
AUDIENCE
GRP’s
& TVR’s
CPRP’s
COVERAGE
or REACH
EFFECTIVE
REACH FREQUENCY
DISTRIBUTIONCPT’s
or CPM’s CIRCULATION
& READERSHIP
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So much jargon…
what does it all mean ?
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BASIC
MEDIA
TERMINOLOGIES
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Target Audience
The total potential audience that we would like
to communicate to
SEC
SEX
Age
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SEC GRID
Education
Illite- School School SSC/ Some Grad/ Grad/
rate upto 4 yrs/ 5-9 yrs HSC Coll. but Post Post
Occupation No formal not grad. Grad - Grad -
schooling Gen Prof.
Unskilled Workers E2 E2 E1 D D D D
Skilled Workers E2 E1 D C C B2 B2
Petty Traders E2 D D C C B2 B2
Shop Owners D D C B2 B1 A2 A2
Businessmen/
Industrialist
With no.of emp:
None D C B2 B1 A2 A2 A1
1-9 C B2 B2 B1 A2 A1 A1
10+ B1 B1 A2 A2 A1 A1 A1
Self Employed Prof. D D D B2 B1 A2 A1
Clerical/Salesmen D D D C B2 B1 B1
Supervisory level D D C C B2 B1 A2
Officers/Execs- Jun C C C B2 B1 A2 A2
Officers/Execs- B1 B1 B1 B1 A2 A1 A1
Mid/Sen.
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Reach of media (Max. Poss)
Of the total audience the maximum number of
people that the medium covers.
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Television The number of people who watch television at least
once a week.
Press The number of people who read any publication at least
once a week.
Radio The number of people who listen to radio at least once
a week.
Cinema The number of people who visit cinema at least once a
month.
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Media Penetration
It is the percentage of homes in a specified area and TA that own at least one TV or radio set or have a TV with a C&S connection.
Different from Reach
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Television Ratings (TVR)
The % of audience exposed to a particular
programme
Peoplemeter TVRs
A time averaged % of the audience universe across
a defined time period
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Time weighted TVR...
Viewer Start End Total time viewed (min.)
A 8.30 8.40 10
D 8.46 8.50 4
F 8.30 8.35 5
J 8.33 8.58 25
B/C/E/G/H/1 - - -(Did not watch)
Calculation as per the Diary Method
Reach ( 5 MIN.+ for A, F & J) : 3 / 10 x 100 = 30 TVR
Calculation as per the People Meter Method
Time Weighted. TRP : 10/30 + 4/30 + 5/30 + 25/30 x 100 = 15 TVR10
Note : The figure 30 in the numerator is the duration of the programme
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Gross Rating Points (GRP)
A measure of gross message weight
It is a % duplicated figure
A summation of all the TVRs for a particular
media schedule
Alternately: GRP = Reach x AOTS
A GRP is always a comparative
weight…by itself, it has no relevance.
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The relationship...
GRP
GRP=Reach X AOTS
Reach% at 1+
R=GRP/AOTS
AOTS
A=GRP/Reach
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The net unduplicated number of people that
the plan covers at least once in the defined
period
Reach (%)
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Reach
Definition : The percentage of the target
audience who saw the commercial at least
once during a given campaign period
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Reach
Definition : the percentage of the target audience who saw the commercial at least once during a given campaign period.
In practice :
Programme
Kyunki Saas...
Amanat
Movie
Heena
News
TVR
15
7
9
4
2
37 GRPs
Unduplicated Reach
15
6
7
3
1
32%
Cumulative Reach
15
21
28
31
32
32% Reach
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Plan reach (%)
Veh A
100 people
Veh B
80 people
20 people read pub. A and pub. B
TG = 300
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Plan Reach (%)
Veh A
80
Veh B
60
Dup
20
Plan reach = Total (A + B) - Dup (AB) or Exclusive (A+B+C)
{(100 + 80) - 20} or {80+60+20}
= 160
TG = 300
Total
readers
= 100
Total
readers
= 80
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Plan reach = (160/300) x 100
= 53 %
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Definition :The number of times, on average, the audience reached sees the commercial during a given period.
Formula : AOTS = Total GRPs ÷ Reach or
GRPs = Reach x AOTS
Average OTS
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Definition : The number of times, on average, theaudience reached sees the commercial during a
given period.
Formula: AOTS = Total GRPs ÷ Reach or
GRPs = Reach x AOTSIn Practice: 37 GRPs ÷ 32% Reach = 1.16 AOTS
Therefore, 32% of the target audience will see the commercial on average 1.16 times during
the given period.
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The relation between Reach &
AOTS ...
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Inversely proportional
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When the duplication is lower
Reach increases and AOTS decreases
Determines AOTS
Determines Reach
When the duplication goes up
Reach decreases and AOTS increases
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Effective Frequency
The number of times a message needs to be
exposed to the TG to make it relevant
The OTS that works : The optimal OTS to be achieved within a time frame to
accomplish a specified objective
The frequency estimator one such tool.
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Effective Reach
The reach at effective frequency that is needed
to accomplish the specified objective
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CPT
Cost Per Thousand :
A measure of cost effectiveness.
The cost of a unit (10 secs) of a vehicle/ the
total number of target audience reached by the
vehicle in thousands.
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Cost Per GRP
Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per GRP
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Cost Per GRP
Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per GRP
In Practice : Rs .250,000 ÷ 15 GRPs =
Rs. 2174 cost per GRP
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Quick Quiz
The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs.
ProgrammeKyunki Saas...AmanatMovieHeenaMeri SaheliRamayanAlly Mc BealGhar Ek Mandir
TVR157942515
Unduplicated Reach156732211
37%
Cumulative Reach1521283133353637
37%
1) What GRP‟s did this campaign achieve?
2) What is the AOTS ?
3) What is the cost per GRP?
4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?
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Quick Quiz - Answer 1
The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs.
ProgrammeKyunki Saas...AmanatMovieHeenaMeri SaheliRamayanAlly Mc BealGhar Ek Mandir
TVR157942515
Unduplicated Reach156732211
37%
Cumulative Reach1521283133353637
37%
1) What GRP‟s did this campaign achieve?
2) What is the AOTS ?
3) What is the cost per GRP?
4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?
48
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Quick Quiz
15+7+9+4+2+5+1+5
=48 GRPs
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Quick Quiz - Answer 2
The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs.
ProgrammeKyunki Saas...AmanatMovieHeenaMeri SaheliRamayanAlly Mc BealGhar Ek Mandir
TVR157942515
Unduplicated Reach156732211
37%
Cumulative Reach1521283133353637
37%
1) What GRP‟s did this campaign achieve?
2) What is the AOTS ?
3) What is the cost per GRP?
4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?
1.3
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Quick Quiz
48/37 = 1.3
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Quick Quiz - Answer 3
The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs.
ProgrammeKyunki Saas...AmanatMovieHeenaMeri SaheliRamayanAlly Mc BealGhar Ek Mandir
TVR157942515
Unduplicated Reach156732211
37%
Cumulative Reach1521283133353637
37%
1) What GRP’s did this campaign achieve?
2) What is the AOTS ?
3) What is the cost per GRP?
4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?
Rs. 16667
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Quick Quiz
Rs.800000/48 =
Rs. 16667
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Quick Quiz - Answer 4
The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs.
ProgrammeKyunki Saas...AmanatMovieHeenaMeri SaheliRamayanAlly Mc BealGhar Ek Mandir
TVR157942515
Unduplicated Reach156732211
37%
Cumulative Reach1521283133353637
37%
1) What GRP‟s did this campaign achieve?
2) What is the AOTS ?
3) What is the cost per GRP?
4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the
campaign have achieved and what would the campaign reach have been?
GRPs- 43
Reach-36%
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Quick Quiz
48 - 5 = 43 GRPs
37 - 1 = 36% Reach
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Channel Shares
Out of the total TV viewing universe in the
specified time period what proportion of the
audience has viewed the channel.
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Cumulative Reach
The net unduplicated number of people that
have viewed a channel for at least a period
of 1 min within the specified time period.
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ROSRun on
schedule.
Refers to the
random running
of spots across
the entire day
RODPRun on daypart
Refers to the random running of spots within a specified time band.
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FCT Free commercial
time
It is the amount of
secondage that is
bought on a
channel.
FPC Fixed point chart
It is the time wise,
day wise
programming grid
for a particular
channel.
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Used to signify the final rate/10 secs that is obtained on a channel after the buying is complete.
It is arrived after averaging out the paid and the bonus component of the deal. For eg.Paid Value = Rs 150,000Paid secondage = 100 secs (ie @ Rs
15,000/10 secs)Bonus secondage = 50 secsTotal secondage = 150 secER/10 secs = 150,000/15 = Rs 10,000
Effective Rate (ER)
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Scheduling
Continuous
Time
Flighting
Time
Pulsing
Time
Burst
Time
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TERMINOLOGIES IN A
COMPETITIVE
FRAMEWORK
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A relative media measure
Brand spend in value as a % of the total advertising expenditure of the category
Gives the first level of indication of the level of dominance of a brand in a certain time period.
Does not take into account the duration differentiation and the buying efficiencies of the different players Data is monitored weekly at card rates by a third
party. In our case it is Time monitoring.
Share of Expenditure (SOE)
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Share of Voice (SOV)
A measure of media weight distribution
Represents the brand GRP‟s as a % of the total GRPs
delivered by the category
A more reliable measure of relative weights
But not sensitive to duration.
Avg. duration used should always be looked at in
conjunction.
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TERMINOLOGIES IN
MARKET
PRIORITISATION
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Basic numbers...
Saliency or contribution:
A percentage number
The contribution of a state / city compared to All India or Total
Gives you the relative importance of a state / city w.r.t other states / cities
Growth rates
A simple linear increase / decrease in sales expressed in % across two time periods
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Indices...
A measure of per capita consumption in a particular state / city for a brand or category w.r.t defined TG dispersion in that city.
BDI (Brand Development index) % contribution of state to total brand sales / % TG popl in that
state to total TG
CDI (Category Development index) % contribution of state to total category sales / % TG popl in that
state to total TG
Help inter-state comparisons and relative media weight setting.
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Mapping for prioritisation...
Low CDI
High CDI
High BDILow BDI
Invest Potential Consolidate/
Strengthen
Ignore/Spillover Maintain/Threshold
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ZOOMING IN ON
PRINT...
Press terminologies & concepts
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Readership
Average Issue readership
A percentage / portion of the audience who read the vehicle within the periodicity of it being published
Also referred to as reach of vehicle
Sole Readers
A percentage / portion of the audience who reads only a particular vehicle and nothing else
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Cost efficiency
CPT (Cost per thousand)
Cost of a defined creative unit say 100 cc or Full Page/ the readership in thousands.
CPC (Cost per copy)
Cost of a defined creative unit say 100 cc or Full Page/ the circulation in thousands.
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Newspapers / Magazines
Circulation
Definitions : The number of copies each edition sells.
In Practice : The Readers Digest has a circulation of
58,000 copies.
Readership
Definition : The total number of adult readers for each
title.
In Practice : The Readers Digest has a circulation of
58,000, but an average of 8.5 readers per copy.
Total Readership = 8.5 x 58,000 = 493,000
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NET TERMINOLOGY
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Terminology…
Uniform Resource Locator (URL)
An Internet address
A means of identifying an exact location on the Internet
http://www.rediff.com
HTML (HyperText Mark-up Language)
The set of codes that tells the web browser how to display the page
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Terminology…
Rich Media
Ads with Rich Media use Java, Flash, Shockwave to generate banners with animations, form submissions etc.
Interaction with the user
Cookie A packet of data stored on your computer‟s hard drive by a
Web site
The code reveals info about you (pages you‟ve visited, utilities used, etc.) that can be used for targeting of ads
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Terminology…
Hit
A hit is generated by every request made to a web
server.
Eg. The Inbox, Compose etc. on Hotmail are treated
as different hits
Impression
One display of a banner to a single viewer
Page View
One download of a complete page
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Terminology…
Unique visitors
The number of unique individuals who visit a site within a specific period of time
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WHILE PLANNING
QUESTION
YOURSELF….
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1.What is the marketing/sales
objective?
hold current users
change user profile
grab users from competition
expand category ie.new users
get current users to use more
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2.What is the objective behind the current
burst ?Specific sales objectives (if measurable)
Brand task - Introduce, Maintain, Stimulate,
Reposition, Re-launch
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3.What is the role of advertising ? Increase awareness (measurable), generate trials etc.
Will impact coverage, continuity, dominance,
frequency objectives in the plan
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4.Which are the focus markets?Mkt. wise sales salience over at least 4 data points (by quarter)
Helps in market prioritisation and relative
media weight allocation
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5.What is the competitive set ?What are their regional pockets of strength ?
Helps us look at the media in the context of
the overall marketing plan to counter
competition
How is the category moving - growths, rural
vs urban etc. ?
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6.What is the brand's distribution status by
geography, compared to the competition &
category ?
Can lead to a decision to delay media break
in a mkt due to below -threshold distribution
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7.Who are we talking to ?
Demographics
Psychographics
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8.Where are current users coming from
? (if not a new brand) TG definition & geography
Can help identify the strong pockets
Can impact the relative media weights for
each market.
(Reach for width & frequency for depth)
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9.Where has been the maximum lapsing and why
?
(if applicable)
Can link this to media weights given.
Redefine threshold if there is a only media
solution
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10.How much are the resources ?
Budget determined by client, allocated by
agency
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11.Are there any special
considerations that we need to bear in
mind ?
Any market/category peculiarity that could
impact the planning process
Client deals, below the line activities,
seasonality, purchase cycle etc.
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12.Are there any creative size
mandatories ?
Existing creatives
New creatives with size restrictions
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THE MEDIA PLANNING
PROCESS
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The Unifying:M factor...
Money...Marketing...Media
My Kitty
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Now that I have it,
what do I do?
Four key questions:
To whom
Where (mkt & broad mix)
How much
How & When (specific)
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To Whom...
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To whom...
Demographics
Primary vs secondary
Psychographics
Mediagraphics
C&S vs NC&S
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Where - Markets...
Market Prioritisation Salience (% contribution)
Growths
Mkt wise share movements - competitive factors
Distribution
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How does our audience relate
to his/her media environment
Where ...
Context of media
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The juggle...
Arriving at the right
media mix
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Why a medium...
Each medium has some inherent capabilities
TV - a-v/active - emotional/demo
Press - high involvement - information detail
Radio - audio/passive - imagination/intimate
Cinema - audio visual/unadulterated attention
Outdoor - transient - announcement/localised
Internet- interactive – one on one
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Why a mix...
Extend the reach beyond a single medium
Highly fragmented mkts
If the brand is targeting two different TG
different strokes for different folks
Different stimuli aid in making the
communication more memorable
Media multiplier
Launch impact
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Quantitative... Maximum possible reach of a medium
(Max Pos):
How does a medium fare in numeric terms
within our defined audience
Eg: FM for teenagers, Women focus mags for
women etc.
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Qualitative...
Involvement
This adds the qualitative layer and gauges not
just the numbers but also the quality of the
interaction with a medium.
Average time spent ( Heavy/ medium /light.)
Context of use.
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Planning in a competitive
context Not always actionable insights but a
critical backdrop.
MAP- Press (monthly)
Medialogist - TV (weekly)
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Competitive Tracking - Press
Spends across brands on a regular basis
Spot key trends
Type of publications used
Periodicity (Dailies v/s Magazines)
Colour v/s B&W
Seasonality
Specific positions
English v/s language press
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Competitive Tracking - TV
Spends across brands on a regular basis
Spot key trends
Channel mix
Terrestrial vs satellite focus
Regional vs national focus
Average duration of spot
Scheduling pattern
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How much...
To get some jargon into perspective: Reach
Frequency/OTS
What is effective ?
75% @ 3+
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Frequency based weight setting
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Frequency :
„How much is enough‟
Krugman’s three hit theory :
1st exposure : What is it ? A cognitive (screening
out/ in) response
2nd exposure : What of it ? An evaluative
response
3rd exposure : The true reminder
All subsequent exposures : Repeats of the 3rd
exposure
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How much is enough ?
Given the budgets:
Setting Effective frequency targets and
optimising reach at those levels
The tool used:
“The Effective
Frequency Estimator”
Media wt.
Poor
consumer
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About the estimator...
A model for arriving at an optimal
frequency level for a brand in a particular
market.
Parameters used
Brand (Awareness) related
The media/market environment
Communication factors
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BRAND FACTORS 1 2 3 4 5 6 7 8 9 10 Freq. Weights
Brand Lifecycle Established brand 10 Relatively New 10 10
Marketing Objective Maintaining MS 7 Increasing MS 7 5
Activity On going activity 10 Launch 10 10
Involvement High 6 Low 6 5
Proposition Established 8 New 8 10
MARKET/MEDIA FACTORS
Recent Support High 10 Low 10 5
Competitve activity Low 7 High 7 5
Media market ClutterLow 7 High 7 5
Market Support High 3 Low 3 10
Market Status MS high MS low 0
Brand Health/ MS TOMA>1.0 TOMA<1.0 0
Fav. Brand >1.0 Fav. Brand <1.0 0
Seasonality Non peak Peak 0
COMMUNICATION FACTORS
Ad Lifecycle Established 10 New 10 5
Message complexity Simple 4 Complex 4 5
Role of Ad Attitude 2 Behaviour 2 10
Ad message Persuasive 7 Non-Persuasive 7 5
Size of Ad Long 1 Short 1 5
No. of executions Single 1 Multiple 1 5
OPERATING FREQUENCY 6.3 100
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Reach based weight setting
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Setting reach objectives
Goal Orientation
This approach is a bottom-up approach, which
flows from expected sales. An illustration :
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Setting reach objectives
TG (Sec A/B, Rs.4000+, Women) =20,00,000
Sales estimate =100 Tons
Avg. consumption/TG HH in =250 gms
campaign period
Total consuming TG HH (2) / (3) = 4,00,000 (20% of TG)
Conversion ratio = 40%(Awareness to Trial possible measure)
Therefore reach (4) / (5) = 50% of TG
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Setting reach objectives
Maximising Efficiency
This approach is strictly quantitative in nature,
with the primary objective of maximising
efficiency. It can be applied only when effective
frequency objectives have been set.
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Setting reach objectives
The point on a reach/frequency curve where
diminishing returns set in defines reach
objective.
GRPs / Cost
Reach %
80%
3+
4+
5+
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The Recipe for a Media Plan
A closer look at the cooking...
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Defining Objectives-by TG and
Task
TG :
Men for Citibank
credit cards
Youth for
Valentine’s Day
Task :
Rapid Reach build up to induce trial
Higher frequency at threshold Reach for repeat purchase
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The Print Process ...
Defining Objectives Evaluation of vehicles
Vehicle selection
•Quantitative
•Qualitative
Plan iterations
(reach/costs)
Schedule
FINAL PLAN
Deliveries
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The Television Process ...
The Task
How much is enough?
Defining Objectives -
Reach/Freq.
How do I get there ?
Programme selection
Budgets
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The Television Process ...
Plan construction
and iterations (reach/costs)
Schedule
FINAL PLAN
Pre-plan
Deliveries
Monitoring Post plan deliveries
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The Outdoor Process ...
Defining Objectives
(based on campaign, TG, markets,
budget)
Site selection
•Quantitative(size)
•Qualitative(location)
Site operation(Painting, vinyl)Site monitoring
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The internet process…
Defining objectives
(driving traffic/visits, building awareness)
Defining TG
(affinity groups, usage data)
Targetting options
(by country, city, time, day,
demographics, content,
geographic location)
Choosing a model
(banners, sponsorships/branding, email
marketing, referrals, keyword searches,
contests)
Evaluating a plan
(Site centric / user centric)
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Beyond the numbers
The “feel” aspects …
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Qualitative factors
II. Treatment of the vehicle…
Supplements v/s Main issue
Spots v/s Sponsorships
Page position/break position
I . The choice of a vehicle…
Clutter
Reproduction/Reception quality
Editorial/programming environment
TOI v/s Midday
Star Plus v/s MTV
Flexibility of publication/TV channel
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Plan Iterations
Begins after selection of the final basket of
vehicles
Build in insertions/spots across vehicles
across markets while keeping in mind
Media objectives
Period of activity
Cost efficiencies
Creative considerations, i.e. subjects to be
exposed, sizes/durations
End product – FINAL PLAN
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Scheduling
Sequential exposure of creative subjects
Weekend skew
Cross scheduling
Juggling subjects across publications/channels keeping in mind
Duplication
Nature of vehicle
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Deliveries
Determine how the plan performs in the relevant TG on quantitative parameters like
Reach% @ 1+ i.e., how many people in our TG got to see the ad at least once
Reach% @ 3+ i.e., how many people in our TG got to see the ad three times or more
AOTS i.e., the average no. of exposures that my ad gets in the TG.
Measurable through Media Xpress
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CREATIVE
MEDIA SOLUTIONS
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How do you choose from all media vehicles to
most powerfully, persuasively communicate your
brand?
How it is delivered will add value to the Idea.
Magic applies as much to media selection as to
creative development.
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Start with the consumer
Not what media do to people but what people do
with media
How do consumers and channels of
communications interact?
“We should understand better than anyone else
how people consume communications”.
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Yesterday‟s prevailing rule
“If you only have a hammer,
everything looks like a nail.”
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Old Thinking Based on Two
Fallacies
1.We only make ads
2.The consumer is a stationary target for me to
hit
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Hit Her Here.
ConsumerConsumer
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No Response?
ConsumerConsumer
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Hit Her Harder.
ConsumerConsumer
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But in truth, she‟s not a static object waiting to be hit!
She‟s always moving in process of persuading herself
full of communication opportunities
requires many different messages along the way
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There are many contact points where the
consumer and persuasive communication can
intersect.
Selling messages communicated via a variety
of channels creates greater synergy and
Multiplies the power of the persuasion
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Creative Media Use
Innovative use of a brand idea or
Inventive use of a Target Audience‟s media
consumption
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Think the box
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In media …
Leverage the existing properties of the
medium in a refreshing way
Create new opportunities
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SOME EXAMPLES
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Hello to all our readers in high office.
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Adding value to the Branding Idea
Strategic media decisions made prior to creative development
Early involvement with creative teams
Free Your Mind!!!
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MEDIA OPERATIONAL
PROCEDURES
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WORK FLOW
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Approved Media Plan
Release Orders
Material
Requisitions from Servicing for a Media estimate
Media Estimate
Approved Estimate from Client
PRESENT SCENARIO
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IDEAL
Requisition + Approved Media Plan
Media Estimate
Approved estimate + Material
Release Orders
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THANK YOU