7/29/2019 Print Planning Process As

1/17

Print Planning Process

7/29/2019 Print Planning Process As

2/17

Start with a Brief :

Ujala launches a dishwasher in

Mumbai market with 1cr budget

on Print to best reach the

audience with a 100 cc launch

ad . TG :F 25 + ABC

Suggest alternative options to

reach the TG through reachbased and cost based methods .

7/29/2019 Print Planning Process As

3/17

Why Dailies ?

Reasons for using

Local Emphasis

Sense of Immediacy

Flexibility

Reasons for not using

Lack of Audio-Visual impact

Less Time Spent

Lack of research

7/29/2019 Print Planning Process As

4/17

Why Magazines ?

Reasons for using

Selectivity

Fine Color Presentation

Long Shelf Life High RPC

Reasons for not using

Early Closing Dates Lack of Immediacy

Slow Reach Build-up

7/29/2019 Print Planning Process As

5/17

Print Plan

ReachBased

Cost Based

7/29/2019 Print Planning Process As

6/17

Analysis

Circulation

Readership

Rate Card

Duplication

Sole Readership

Optimisation

Plan Optimiser

Plan Evaluator

Brief Required

Marketing Objective

Media Objective

TG

Campaign Duration

Market

Creative UnitSize & Hue

Final Plan

Print Plan (Allied Format)

Schedule

Deliveries

7/29/2019 Print Planning Process As

7/17

Analysis

SelectionCriteria

PublicationReach

DuplicationQualitative

Factors

Incremental

Reach

Selectivity

Index

7/29/2019 Print Planning Process As

8/17

Brief Required

Marketing Objective Launch of Dishwasher

Objective of the plan Reach based planning Reach

35@3+

Cost based Planning Media Budget 1 Crores

TG F 25+ SEC ABC

Campaign Duration

Creative Unit Size & Hue

120 cc BW, FP colour Market

Mumbai

7/29/2019 Print Planning Process As

9/17

Process Required:

Press Mix

Deciding your Press Mix is of

prime element before you start

building a plan. Go to the Press Mix

Choose the ideal Mix

Reach of Hindi/Eng/Regional Dailies

and Magazines

7/29/2019 Print Planning Process As

10/17

Press Mix

Press Mix All City Western Suburb Eastern Suburb New Bombay

Est. Individuals ('000s) 3035 519 906 542 1068

English Dailies 26 31.8 28.5 22.6 22.8

English Magazines 10.8 14.3 13.3 8.9 7.9

English Publication 28.8 34.7 31.2 27.2 24.6

Hindi Dailies 7.9 7.6 10.2 6.2 6.8

Hindi Magazines 3.4 4.8 3.9 3.1 2.5

Hindi Publication 10.2 11.3 12.8 8.9 8.1

Gujarati Dailies 11 9.8 16.3 14.1 5.4

Gujarati Magazines 2.4 1.8 3.6 3.1 1.2Gujarati Publication 11.1 9.9 16.5 14.3 5.4

Local language Dailies 36 38 29.5 36.5 40.3

Local language Magazines 5.6 5 5 5.5 6.3

Local language Publication 36.6 38.5 30.2 36.7 40.9

English + Hindi Dailies 31.2 36.7 34.7 28.1 27.1

English + Hindi Magazines 12.4 17.3 15.2 9.8 8.9

English + Hindi Publication 34.3 40.3 38.2 32 29.1

English + Local language Dailies 52.4 57.9 48.7 51.2 53.6

English + Local language Magazines 15 17.6 17 13.7 12.8English + Local language Publication 53.4 58.5 50.2 52.6 54.2

Hindi + Local language Dailies 42 44.4 37.7 39.7 45.8

Hindi + Local language Magazines 8.1 8.9 8.2 7.8 7.7

Hindi + Local language Publication 43.8 47.2 39.6 40.9 47.1

Any Daily 66.2 70.5 66.6 64.7 64.6

Any Magazine 18.5 21.3 21.9 17.2 15

Any Publication 67.1 71.1 67.8 65.6 65.3

7/29/2019 Print Planning Process As

11/17

Process Required:

Publication Selector What are the Publications which help me

reach the TG

How do we freeze on what publication totake ?

Reach Based Select the option andLook at the HRLC publication andSelect

Cost based Select the option andInput cost in Publication Selector andselect

7/29/2019 Print Planning Process As

12/17

Name Language Periodicity Cell.Positi Cell Id Reach CPT

Maharashtra Times Marathi Daily 1.001 HR.LC 264 5.07

Loksatta - Mumbai Marathi Daily 1.002 HR.LC 217 6.21

The Times of India - Greater Mumbai English Daily 3.001 HR.HC 360 11.93

Gujarat Samachar - Greater Mumbai Gujarati Daily 5.001 MR.MC 186 6.45

Hindustan Times - Greater Mumbai English Daily 5.002 MR.MC 118 8.46

Mumbai Mirror English Daily 6.001 MR.HC 174 17.74

Lokmat - Greater Mumbai Marathi Daily 7.001 LR.LC 86 5.33

Mid-Day (Eng) English Daily 8.001 LR.MC 79 10.17

DNA English Daily 9.001 LR.HC 118 12.2

7/29/2019 Print Planning Process As

13/17

Name Language Periodicity Cell.Positi Cell Id Reach CPT

Maharashtra Times Marathi Daily 1.001 LC.HR 264 5.07

Loksatta - Mumbai Marathi Daily 1.002 LC.HR 217 6.21

Lokmat - Greater Mumbai Marathi Daily 3.001 LC.LR 86 5.33

Gujarat Samachar - Greater Mumbai Gujarati Daily 5.001 MC.MR 186 6.45

Hindustan Times - Greater Mumbai English Daily 5.002 MC.MR 118 8.46

Mid-Day (Eng) English Daily 6.001 MC.LR 79 10.17

The Times of India - Greater Mumbai English Daily 7.001 HC.HR 360 11.93

Mumbai Mirror English Daily 8.001 HC.MR 174 17.74

DNA English Daily 9.001 HC.LR 118 12.2

7/29/2019 Print Planning Process As

14/17

Process Required:

Plan Optimiser

Module helps in arriving at the best

possible option as per the priority set

Plan Evaluator How will you evaluate the plan options

Go to Evaluator and try various

permutations and combinations through

the planning logics to arrive at thedesired objective plan.

7/29/2019 Print Planning Process As

15/17

Details

Readership (AIR)

Reach %

Sole Readership

Duplication CPT

7/29/2019 Print Planning Process As

16/17

Things to be considered

Reach

CPT

Optimisation On reach at 80%

Top publications

Max insertions 10 each

Rates for 100 CC B/W ads

Options Evaluation TG :

Markets:

7/29/2019 Print Planning Process As

17/17

Print Card Rates

A rate card is a document provided by a print

publication featuring the advertising rates Artwork Deadlines

Separate Rates for classified/retail and national

Types of ad sizes Display Mechanical Measurement

Discount Frequency Discounts on Display Ad Rates

Open Rates and Bulk Space Contract