Media Planning @ XIC

ADMA – What I want & what you get – (Media Sales & Planning) ? : 

ADMA – What I want & what you get – (Media Sales & Planning) ? Reference Books Strategic Media Planning – Kent M. Lancaster & Helen E. Katz. (Edn. : 1990) Media Planning – Jim Surmanek. (Edn. : 1992) Additional Reference The Indian Media Business – Vanita Kohli (Edn. : 2003) Media Sales Project Submission Proposed date : 15th January 2010 Actual date : 22nd January 2010 by 1730 hrs. Presentation : Date & Time TBC. Written Test : Date & Time TBC.

- Media Planning – simplifying complexities : 

- Media Planning – simplifying complexities Arnob M

“I know ½ of my advertising money is wasted…I just don’t know which ½.”John Wanamaker : 

“I know ½ of my advertising money is wasted…I just don’t know which ½.”John Wanamaker

Why Media Planning ? : 

Why Media Planning ? Thumb Rule # 1: 80% - 85% of advertising budget is spent buying media space. Thumb Rule # 2 : You can’t sell all the products to all people all the time. (sorry Mr. Abraham Lincoln) The Rule of Rights Reaching the Right number of the Right audience at the Right time & the Right number of times

The media process : 

Awareness The media process Media GRPs Reach Intent/ Consumer Disposition

A host of things to manage and measure : 

Media GRPs Reach/Frequency Awareness Intent Sales A host of things to manage and measure Client Ad-agency Media Agency

Concerns of the players : 

Concerns of the players Where is my money going? Client How am I delivering audience? Media Agency This in essence is the core of the business of Media Delivering audience at optimal cost

Planner connects products & consumers using media : 

Planner connects products & consumers using media Products Planner

A typical question faced by a planner!! : 

A typical question faced by a planner!!

Multiple media options add to the clutter : 

Internet Satellite TV Supps POS In-store Bus sides Terrestrial TV Radio Cinema Lifestyle mags Satellite Radio Coupons Direct Mrktng. Advertising in Hospitals Outdoor News papers Events Sponsorship Product placement Multiple media options add to the clutter

Media planner needs to know. . . : 

Media planner needs to know. . . What profile of consumers consume what products/ brands? Consumers prefer which media? What are the media consumption patterns of the consumers? How many consumers can be reached by which media? What is the cost of reaching consumers by different media? As is apparent, measurability of media is a major concern for a planner

Media Map : 

Media Map Mass Personal Low Measurability High Measurability TV Newspapers Magazines Events Direct Mailers Personal Contact Radio Internet SMS Loose Inserts Word-of-mouth Road Shows

Media measurement and systems : 

Media measurement and systems Anything that can be measured can be controlled

Urban & Rural : 

Urban & Rural Urban & Rural Classification According to the Census of India 1991, the following criteria were adopted for treating a place as urban All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc. All other places which satisfied the following criteria : A minimum population of 5000 At least 75% of the male working population engaged in non-agricultural pursuits, and A density of population of at least 400 per sq km Apart from these, the outgrowths of cities and towns have also been treated as urban. All areas not identified as Urban, are classified as Rural

Socio-Economic Classification - Urban : 

Socio-Economic Classification - Urban A demographic indicator designed by the Market Research Society of India to study consumer behaviour It is based on 2 parameters - Education and Occupation of the Chief Wage Earner of the Household. The SEC of the CWE determines the SEC of the family members. SEC A1+ is one category which also has an income filter (Rs 10,000 + per month)

Socio-Economic Classification : 

Socio-Economic Classification

Broad SEC Classification Grid - Rural : 

Broad SEC Classification Grid - Rural SEC By Education By Type of House R1 Some College but not Grad., Pucca Grads & Post Grads R2 SSC/HSC Semi Pucca R3 No formal school, Semi Pucca Schooling upto 9th Std R4 Illiterate Kuchha

Research terms : 

Research terms Household A person living alone or a group of persons related by blood staying together & sharing food from the same kitchen CWE The member of the family who makes highest contribution to the HH expenditure Housewife The female or the male member of the HH who is chiefly responsible for HH tasks and decides what should be purchased for the HH, for products such as soaps/ toothpastes, etc. MHI The sum of income of all members of the family

Audience : 

Audience ‘Audience’ is usually often referred to as the Target Audience or Target Group for a particular brand Definition The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group.

Universe : 

Universe Universe Definition Universe is the actual number of individuals within the defined target audience

Planners concern: How do I deliver Audience? : 

Planners concern: How do I deliver Audience? Deliveries in Media are measured through Reach (% of people ) Frequency ( # of times ) Though these get translated in different forms for different media the principle remains the same

Concept of R&F : 

Concept of R&F Advertising generates two media effects Reach: The total number of different people who have been exposed to the campaign expressed as a percentage of the total target audience Frequency: The average number of times the target audience was exposed to the campaign (Average Frequency/ Average OTS)

Frequency Distribution : 

Frequency Distribution Average Frequency / AOTS is the average exposures to the audience Reach = 46%; AOTS = 3.4 Reach and Frequency exist in a relationship such that when one goes up, the other goes down (for a finite amount of advertising) As reach ; AOTS As reach ; AOTS AOTS = 3.4

Together Reach & Frequency : 

Together Reach & Frequency The product of reach and frequency is constant - GRP GRP = % Reach X AOTS GRP is a measure of the media weight delivered by a media plan 400 GRPs v/s 200 GRPs Gross Impressions Reach in Numbers X Average Frequency One impression is the equivalent of one person being exposed to one vehicle

Example : 

Example Universe : 1500 people Campaign : 10 ads released in Newspapers

The frequency distribution (FD) : 

The frequency distribution (FD) Frequency Number of Exposure Exposed 0 150 1 300 2 200 3 180 4 160 5 140 6 120 7 100 8 80 9 60 10 10

Calculating Reach : 

Reach = No. of people exposed to campaign at least once/ Universe X 100 = 1350/1500 X 100 = 90% Calculating Reach

Gross Impressions / Gross OTS : 

Gross Impressions / Gross OTS Frequency Number Gross Impressions/ of Exposure Exposed Gross OTS 0 150 0 1 300 300 2 200 400 3 180 540 4 160 640 5 140 700 6 120 720 7 100 700 8 80 640 9 60 540 10 10 100 5280

Calculating AOTS : 

Avg Frequency/Avg OTS = Gross Impressions or Gross OTS Total no. of different people reached by campaign The campaign has been seen 5280 times by 1350 people On an average one person has been exposed 5280/1350 times AOTS = 3.9 times Calculating AOTS

Calculating GRP : 

Calculating GRP GRPs = % Reach X Frequency = 90 X 3.9 = 351

The campaign results : 

The campaign results % Reach = 90% Reach in numbers = 1350 Gross Impressions = 5280 AOTS = 3.9 GRP = 351

Effective Frequency : 

Effective Frequency Effective frequency is the level of frequency at which communication takes place.

Effective Reach : 

Effective Reach Effective Reach is the reach at the level of Effective Frequency

What is the level of effective frequency? : 

What is the level of effective frequency? There are no readymade answers The frequency levels will vary from brand to brand, situation to situation. Therefore, we need to understand the factors that influence Effective Frequency

Factors influencing Effective Frequency : 

Factors influencing Effective Frequency Marketing Factors The stage of of Product Lifecycle of the brand Marketing objectives Strength of brand in the market Category salience Creative Factors Impact of advertising The communication task Complexity of message Media Factors The level of media clutter The level of category clutter The level of competitive activity Recent level of support Support in other media

Print : 

Print

Print terms : 

Print terms Circulation The average net paid sales of publications over a period of 6 months Readership The total number of persons who are exposed to a publication as distinguished from the circulation or the number of copies distributed Average Issue Readership (AIR) The no. of people who have read any issue of the publication within a specified time interval which is equal to the periodicity of the publication Claimed Readership (CR) No. of people who claim to have read a publication

Slide 38: 

Readers per Copy Readership/ Circulation CPT (Cost per Thousand) Cost / Readership in’000

Readership Characteristics : 

Readership Characteristics Readership is an individual phenomenon is an anywhere phenomenon has a ‘time’ dimension does not indicate time spent/ intensity of reading does not account for source of copy

Research Providers : 

Research Providers NRS (National Readership Survey) Survey commissioned by NRSC - a body constituted by AAAI, INA & ABC in 1995 Research Conducted by IMRB , AC Nielsen, TNS Mode IRS (Indian Readership Survey) Survey Commissioned by MRUC Research Conducted by ORG MARG/ NFO/ Hansa Research

Masthead Readership : 

Masthead Readership

Standard Questioning Technique : 

Standard Questioning Technique …….. go through this Booklet with me and tell me, for each Publication, roughly how many issues you have read or looked at…..

….read or looked at : 

….read or looked at By ‘read or looked at’, I mean not only careful reading but it could also be glancing through its pages. However, just looking at the cover does not mean ‘looking at’. It does not matter where you may have looked at it, for e.g. a train or in a doctor’s clinic or at a hair dresser’s/ barber’s shop, in an office or a library or at a friend’s place or borrowed it It does not matter which issue of the publication you have looked at

Market - Kerala : 

Market - Kerala

Television : 

Television

Reach / Coverage on TV : 

Reach / Coverage on TV Number of individuals from the universe who are exposed to the medium or vehicle for atleast 1 minute TV reach channel reach programme reach It is normally expressed in % terms Thus : 3+ 50% means 50% of the universe has seen the ad 3 or more times

Calculation of Reach : 

Calculation of Reach Universe: 10 individuals For a single episode of Bidaai, if out of the above 10 people 6 saw at least 1 minute of the program then, Reach is 6 out of 10 = 60% But,each person would have spent different time watching Hence, we need a measure that takes into account the time spent too Television Rating Points (TVR / TRP)

TVRs v/s Reach : 

TVRs v/s Reach

TVRs v/s Reach : 

TVRs v/s Reach People that saw the programme for atleast 1 continuous minute : A + B+D+E =4 Therefore, Reach=4/5 Reach=80%

TVR vs Reach : 

5 (i.e., A+B+C+D+E) x 100 Ratings = On an average 44% of universe of the TG saw the entire Time band TVRs : (3/5)+(1/5)+(0/5)+(2/5)+(5/5) TVR vs Reach

Gross Rating Points (GRPs) : 

Gross Rating Points (GRPs) The sum of all ratings achieved in a campaign GRP levels are generally measured and reported on a 4 week basis It is a measure of the media plan’s thrust

Gross Rating Points (GRPs) : 

Gross Rating Points (GRPs) Our commercial appeared in the following programmes: Programme Rating X 32 Y 21 Z 18 A 24 B 15 Thus GRP 110

Gross Rating Points (GRPs) : 

41 Gross Rating Points (GRPs) How many GRP’s would be achieved by a campaign with Two spots in Shararat (achieving 8% rating on one occasion & 6% rating on the other) One spot on Devi with a rating of 2% One spot on Kahin Kissi Roz with a rating of 2% A 23% spot in Kyunki Saas Bhi Kabhi Bahu Thi?

Average Opportunities to See : 

Average Opportunities to See AOTS describes the number of times on an average a viewer sees the ad Formula : Average Frequency = Total GRPs ÷ Reach In Practice : 110 GRPs ÷ 63% Reach = 1.75 AOTS Therefore, 63% of the target audience will see the commercial an average 1.75 times during the given period

Cost Per GRP : 

500 Cost Per GRP Definition : The cost of buying one rating point. Formula : Cost ÷ GRPs = Cost per GRP In Practice : Rs.220,000 ÷ 55 GRPs = Rs.400 cost per GRP Question: If your cost per GRP was Rs. 475 and your budget was Rs.237,500 for the month, how many GRPs would you expect to buy?

Measuring Television Viewership : 

Measuring Television Viewership Day After Recall The Diary Method The Electronic Measurement People Meter System Personal People Meter

Research Databases : 

Research Databases

Research Databases Available : 

Research Databases Available Press Readership Research - NRS, IRS, Platinum Circulation - ABC Press Spends - TAM Press Adex SPARR TV Viewership Research - TAM, AMAP Channel Distribution - OTS TV Spends - Time Monitoring, TAM TV Adex Radio Radio Spends - Time Monitoring MRUC Radio Research - ILT Others P:SNAP, TGI Census, NCAER, RK Swamy Guide ATP, Marketmind, P:PULSE

Data run process (TV) : 

Data run process (TV)

Metering Technology - ACN 6000 system : 

Set Monitoring Unit Detector Sensors TV Tuner Module Metering Technology - ACN 6000 system TAM Run

Technologies : 

Technologies Picture matching Sample of signal collected at regular intervals This sample ‘matched’ with master recording at ‘site’ Accordingly Channel, Programme attributed Frequency matching Set up ‘Frequency HHs’ in each panel area to establish channel-frequency Frequency of signal recorded every min The frequency ‘matched’ with the frequency HH data for channel attributes Channel recorded at ‘site’ for the timewise programme logs

Internet : 

Internet

Impression : 

Impression An impression happens when an ad banner is served If one page has 4 ads , that counts as 4 impressions

Click Rate : 

Click Rate It is the % of times an ad is clicked divided by the number of times it is served A visitor interaction with an advertisement that leads to an advertisers destination If an ad is served 200 times and 10 visitors actually click on the ad, the banner has a click rate of 5 %

Click Through : 

Click Through It is when a site visitor actually clicks on a banner ad and is transported to the site of the banner advertiser Number of impressions served

Eyeballs : 

Eyeballs The number of ‘eyes’ which view a web page, or the number of people who visit a site

Hits : 

Hits The number of files contained in a web page , which are successfully served to a visitor

Unique Visitor : 

Unique Visitor Is the unduplicated reach of a website over a certain period of time tracked through cookies

Visitor : 

Visitor Unlike unique visitors which is the a net number, a visitor is a gross number, meaning two ‘sessions’ by a single user would count as two visitors

Runglee Rungliot : 

Runglee Rungliot That’s it & no more…