media planning concepts
TRANSCRIPT
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Media Planning Concepts
Preeti Jog
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Making a Media Plan
MEDIA PLAN - CONCEPTS
The place to start is, understanding media
language.
Some terms apply to all media;
some apply only to broadcast
some apply only to only print.
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What is???
CPM
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Target Market Coverage
Population excluding target market
Target market
Media coverage
Media overexposure
Coverage
Exceeding
Market
Partial
Coverage
Full
Coverage
Target
Market
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General
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Comparing the Cost of Media
CPM =Cost of commercial time
1000 viewers
Cost per rating point (CPM)
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CPT(Cost Per Thousand)
The cost to reach 1,000 things, whetherhouseholds or women or children.
CPT reduces a variety of different audiences, costsand delivery to one common denominator.
Always ask Cost per thousand what?
COST PER THOUSAND (CPM) = Cost Per Spot
Number HH Watching 1000
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If a TV spot costs Rs.30,00,000 and reaches 3
lac homes, CPT is Rs. 1000.
The CPT allows cross comparison across
different media types and media vehicles.
They represent the total number of messages
delivered by a media plan,
Multiplied by the number of times they see it.
The gross sum of all media exposures without
regard to duplication.
CPT(Cost Per Thousand)
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Reach
The percentage of target audience who are
exposed to the message at least once during
the relevant time period.
If your media plan gets to four out of five
homes, it is said to have an 80% reach.
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Media Reach In Metros
All Media Press TV Cable Radio
4 mega metros 93.8 67.2 85.6 35.2 30.1
8 Mini metros 93.2 67.6 85.1 32.6 18.5
11 Other
metros
91.9 67.6 81.8 37.7 20.4
23 Metros
(overall)
93.3 67.4 93.3 34.8 24.9
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Overall Media Reach
TV Press TV (C&S) Radio
All India 45 34 21 12
Urban 76 59 23 31
Rural 33 24 20 05
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Frequency
The number of times the member of the targetaudience is exposed to a media vehicle.
Factors determining the need for frequency
Complex messages need more frequency
More demanding advertising objectives needmore frequency
Highly effective advertising generally requireslower frequency
When theory calls for exposure close to thepurchase, higher frequency is needed
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Coverage
Coverage refers to the size of a potential
audience that might be exposed to a particular
media vehicle.
For media planers, coverage (the size of thetarget audience) is very important.
Reach will always be lower than coverage., as it is
impossible to reach 100% of the target audience. For example, 5 lakhs is the coverage and 3.5 lakhs
is the reach of the media vehicle.
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Impact
Impacts refer more to TV than to the press.
Impact =the total number of people who see
the ad multiplied by the number of times they
saw it.
Opportunity to see (OTSs):
OTSs are the number of exposures or
opportunities that a particular audience has to
see a particular advertisement.
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Two Philosophies of Media Planning
Assume a fixed budget, with a forced trade-off
between reach and frequency.
Traditional philosophy is to determine
frequency needs, and let that drive reach.
Current movement is toward maximizing
reach and frequency.
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Print Medium
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Circulation:
The number of distributed copies of a publication.
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Sr. Newspaper Language City, State Cir.
1 The Times of India English Various 3.146
2 Dainik Bhaskar Hindi Various 2.547
3 Dainik Jagran Hindi Various 2.168
4 Malayala Manorama Malayalam cities in Kerala 1.514
5 The Hindu English Various 1.360
6 Eenadu Telugu cities in A P 1.350
7 Deccan Chronicle English Various 1.349
8 Ananda Bazar Patrika Bengali Kolkata,West Bengal 1.277
9 Amar Ujala Hindi Various 1.230
10 Hindustan Times English Various 1.143
11 Hindustan Hindi Various 1.142
14 Gujarat Samachar Gujarati Ahmedabad, Gujarat 1.051
15 Punjab Kesari Hindi Punjab, Harayana .902
Circulation:
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Audience
Primary audience: The number of users who geta magazine at a newsstand or in the mail assubscribers.
Secondary audience (Pass-along readers):Readers who obtain the publication second hand,(i.e. from a reception room, from afriend/neighbour, etc.) in other words those whodo not pay for the publication they are reading.
Total audience: It is the total o primary as well assecondary audiences.
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Coverage
The percentage of a population group reached
by a publication.
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Readership
Total number of individuals in a selectedgroup (e.g., adults, males, females 18-34) thatare estimated to recognize, or to have read or
looked into a particular publication within anissues life cycle.
The technical definition varies, depending onthe method used to measure it.
Readership is a more useful tool foradvertisers than is circulation.
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Assignment
Study the given Media Vehicle on above headings:
Business World. Advertising & Marketing.
Business Today. India Today.
Femina. Business India.
Times Of India. Indian Express.
Maharashtra Times Samna
Navbharat Times Any Regional/National PrintMedia vehicle
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Test the efficiency of Vehicle.
S.N. Media Vehicle Full page Rate Readership
1. Times of India 3200 950000
2. Indian Express 2400 460000
3. Hindustan Times 2700 530000
4. Economic Times 2200 230000
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Broadcast Media
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Audience Potential
The total number of people within a
demographic group / market
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TARP
Target Audience Rating Point
= The audience viewing a specific program
(expressed as a % of the potential)
Target Rating Points
= Total target market exposures
________________________________
Target market population
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CPT
Cost Per TARP
Way of comparing the costs of different TV
Program relative to audience
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An estimate of the number or percentage of
different people exposed to one or more
vehicles in a media schedule within a given
period of time.
Different individuals or homes exposed
"Opportunity to see"
Reach
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Provide an indication of the percentage of peoplethat have an opportunity to be exposed to yourmessage
Used to determine cost of the placement of an ad.
RATING = Households Viewing Program 100
TVHH
Rating
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Market TVHH RatingNumber of
Homes
Mumbai 6,000,000 5 300,000
Chennai 1,300,000 5 65,000
Tamil nadu 381,200 5 19,060
Rating
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The number of times people are exposed to or
reached by a message
the average number of times
Ex: 10 X 1 + 10 X 2 = 30/20 = 1.5
or
# of exposures divided by # reach = avg. freq.
Frequency
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Frequency
1. Three exposures are best.
2. More exposures work, but at a decreasing rate.
3. These principles are consistent across media.
4. Wearout may depend on the message.
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Frequency: Creative Factors
Message complexity
Message uniqueness
New vs. continuing campaigns
Image versus product sell
Message variation
Wearout
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Frequency: Media Factors
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat Exposures
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Used to assess a market share or percent of
people tuned to particular program.
(ex: share of audience)
Indicates the percentage of the total
viewing/listening audience a program, or
station, has.
Share
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Gross Rating Points & Impressions* This is the sum of rating points for a selected
group of programs which an advertiser may wishto sponsor.
Used to analyze relationships of various mediaplans and schedules
Often used to "pitch" and win new business.
Ex: 100 gross rating points means that almost100% of the population will and could be exposedto your message at least one time.
GRP
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. The following schedule would give the advertiser exactly 14
"points" at a cost of 250,000
GRP
Program Rating Points
Cost Per Spot
(in 000s)
Program A 3.4 40.00
Program B 5.8 150.00
Program C 4.8 60.00
Gross Totals: 14.0 250.00
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how many people you are targeting will be
exposed to the message --Reach
how many times the person will have anopportunity to see your message
The gross rating points of the target audienceGRPS = Reach X Frequency
Reach/Frequency/GRPs
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Percent or number of people reached by a media scheduleat a frequency deemed "effective."
You define the level that you feel is the right level to getyour message across to the consumer.
Reach and frequency tell a planner nothing about theeffectiveness of the media plan. For example, Will theplan result in sales?
Analyze alternative media plans and combinations
Select the combination that delivers the most reach amongpeople.
Effective Reach
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Maximizing Effectiveness
Frequency
Reach
0 5 10 15
25%
20%
15%
10%
5%
0%
IneffectiveReach
EffectiveReach
IneffectiveReach
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portion of marketer's audience that are not in the
target market
Waste
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Number of exposures each advertisement
generates and how long it remains available to the
audience;
outdoor ads, many exposures/message,
magazines retained for a long period of time.
Message Performance
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clutter, # of advertisements contained in asingle program/issue of a medium.
TV ads moving to 15 secs. each is increasing
clutter. Some moving to 2 minutes...or even 5,
especially if there is a complex message...
Find the Primetime ad. Clutter of : Zee TV Star Plus Colours
Aj Tak CNBC Dicovery
Clutter
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The Process Assembling Elements of a Media Plan:
1. State the marketing problem
2. State the most significant marketing objectivesand strategies
3. Write media objectives
4. Write media strategies
5. Write rationales
6. Show numerical data in table form
Evaluating The Media Plan
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The Process Assembling Elements of a Media Plan:
7. Present an Overview of Competitive Activity and
the effects on your strategies
8. Explain how decisions were made for spot TV
9. Do not confuse creative strategies with media
strategies.
10. Provide a flow chart or a media calendar
11. Make the plan interesting
Evaluating The Media Plan
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The macro scheduling problem : Scheduling to seasons and the business cycle.
Follow or oppose the seasonal pattern,
To be constant throughout the year. Off-season may boost sales and consumption
without hurting seasonal consumption.
Media Timing & Allocation
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The micro scheduling problem : Allocating advertising expenditures within a short
period to obtain maximum impact. Over a given
period,
Concentrated (burst advertising), dispersed
continuously, or dispersed intermittently.
Decide whether to leave ad messages level, increase
them, decrease them, or alternate them in theaschedule.
Media Timing & Allocation
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The advertiser can choose Allocation as1. Continuity
2. Concentration
3. Flighting4. Pulsing.
Media Timing & Allocation
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Continuity : scheduling exposures evenly throughout
a given period. expanding market situations,
frequently purchased items, buyer categories.
Concentration : spending in a single period. one
selling season or holiday.
Media Timing & Allocation
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Flighting : advertising for some period, followed by a
period with no advertising, followed by a second
period of advertising activity. When funding is
limited, the purchase cycle is relatively infrequent,and with seasonal items.
Pulsing is continuous advertising at low-weight levels
reinforced periodically by waves of heavier activity.
Media Timing & Allocation
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Scheduling Options
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Media Terminology
Reach - The number of audience members
reached at least once (per week).
Frequency - The number of times a receiver is
exposed to the message per time period(week).
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Managerial Approaches to Budget
Factors Influencing the Budget Decision
1. Market Size
2. Market Potential
3. Market Share Goals
4. Economies of Scale in Advertising
5. IMC Tools
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Ad Spending and Share of Voice
Decreasefind aDefensible Niche
Increase to Defend
Attack With LargeSOV Premium
Maintain ModestSpending PremiumC
omp
etitors
Share
ofVoice
High
Low
HighLowYour Share of Market
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Bottom line
The main GOAL of Media Planning
is to find the most EFFICIENT
means to reach the target audience
Not always the lowest $!