Media Planning

MEDIA PLANNING & MEDIA RESEARCH

SUSHIL DESAI PRESENTED TO PROF. SUBBARAO

MEDIA PLANNING “Media Planning refers to a series of decisions required in delivering the advertising message to target audience.”

MEDIA PLANNING PROCESS:

MARKET ANALYSIS

SET THE MEDIA OBJECTIVES

MEDIA STRATEGY DEVELOPMENT & IMPLEMENTATION

EVALUATION & FOLLOW-UP

Developing the Media Plan Situation Situation Analysis Analysis

Marketing Marketing Strategy Strategy Plan Plan

Creative Creative Strategy Strategy Plan Plan

Setting Setting Media Media Objectives Objectives Determining Determining Media Media Strategy Strategy Selecting Selecting Broad Broad Media Media Classes Classes Selecting Selecting Media Media Within Within Class Class Media Media Use Use Decision Decision — — Broadcast Broadcast

Media Media Use Use Decision Decision — — Print Print

Media Media Use Use Decision Decision — — Other Other Media Media

Developing the Media Plan Analyze Analyze the the Market Market Establish Establish Media Media Objectives Objectives Develop Develop Media Media Strategy Strategy Implement Implement Media Media Strategy Strategy Evaluate Evaluate Performance Performance

Media Planning Difficulties Measurement Measurement Problems Problems

Lack Lack of of Information Information

Problems Problems in in Media Media Planning Planning

Time Time Pressure Pressure

Inconsistent Inconsistent Terms Terms

5 BASIC DIMENSIONS TO BE CONSIDERED:

CONTINUITY TAARGET MARKET DEFINITION MEDIA TYPE MEDIA VEHICLES & UNITS MEDIA SCHEDULING

Target Audience Coverage Population excluding target market Target market Media coverage Media overexposure Target Market Proportion

Full Market Coverage

Partial Market Coverage

Coverage Exceeding Market

Television Pros and Cons Advantages

Disadvantages

Mass Mass Coverage Coverage

Low Low Selectivity Selectivity

High High Reach Reach

Short Short Message Message Life Life

Impact Impact of of Sight, Sight, Sound Sound and and Motion Motion

High High Absolute Absolute Cost Cost

High High Prestige Prestige

High High Production Production Cost Cost

Low Low Cost Cost Per Per Exposure Exposure

Clutter Clutter

Attention Attention Getting Getting Favorable Favorable Image Image

Radio Pros and Cons Advantages

Disadvantages

Local Local Coverage Coverage

Audio Audio Only Only

Low Low Cost Cost

Clutter Clutter

High High Frequency Frequency

Low Low Attention Attention Getting Getting

Flexible Flexible

Fleeting Fleeting Message Message

Low Low Production Production Cost Cost Well-segmented Well-segmented Audience Audience

Magazine Pros and Cons Advantages

Disadvantages

Segmentation Segmentation Potential Potential

Long Long Lead Lead Time Time for for Ad Ad Placement Placement

Quality Quality Reproduction Reproduction

Visual Visual Only Only

High High Information Information Content Content

Lack Lack of of Flexibility Flexibility

Longevity Longevity Multiple Multiple Readers Readers

Newspaper Pros and Cons Advantages

Disadvantages

High High Coverage Coverage

Short Short Life Life

Low Low Cost Cost

Clutter Clutter

Short Short Lead Lead Time Time for for Placing Placing Ads Ads

Low Low Attention Attention Getting Getting

Ads Ads Can Can Be Be Placed Placed in in Interest Interest Sections Sections

Poor Poor Reproduction Reproduction Quality Quality

Timely Timely (Current (Current Ads) Ads)

Selective Selective Reader Reader Exposure Exposure

Reader Reader Controls Controls Exposure Exposure Can Can Be Be Used Used for for Coupons Coupons

Outdoor Pros and Cons Advantages

Disadvantages

Location Location Specific Specific

Sort Sort Exposure Exposure Time Time

High High Repetition Repetition

Short Short Ads Ads

Easily Easily Noticed Noticed

Poor Poor Image Image Local Local Restrictions Restrictions

Direct Mail Pros and Cons Advantages

Disadvantages

High High Selectivity Selectivity

High High Cost Cost Per Per Contact Contact

Reader Reader Controls Controls Exposure Exposure

Poor Poor Image Image (Junk (Junk Mail) Mail)

High High Information Information Content Content

Clutter Clutter

Repeat Repeat Exposure Exposure Opportunities Opportunities

Internet Pros and Cons Advantages

Disadvantages

User User Selects Selects Product Product Information Information

Limited Limited Creative Creative Capabilities Capabilities

User User Attention Attention and and Involvement Involvement

Web Websnarl snarl (Crowded Web Websnarl snarl(Crowded (Crowded (Crowded Access) Access)

Interactive Interactive Relationship Relationship

Technology Technology Limitations Limitations

Direct Direct Selling Selling Potential Potential

Few Few Valid Valid Measurement Measurement Techniques Techniques

Flexible Flexible Message Message Platform Platform

Limited Limited Reach Reach

FACTORS AFFECTING CHOICE OF MEDIA PRODUCT CHARECTERISTICS TARGET AUDIENCE COMPETITORS ADVERTISING DISTRIBUTORS COVERAGE ADVERTISING OBJECTIVES MEDIA COST MEDIA SELECTION MEDIA CIRCULATION

FACTORS AFFECTING CHOICE OF MEDIA MEDIA RESTRICTION MEDIA FLEXIBILITY MEDIA LIFE MEDIA SUPPORT & BENEFIT MEDIA AVAILABILITY MEDIA IMAGE ADVERTISING BUDGET

FACTORS CONSIDERED WHILE SELECTING MEDIA MIX BUDGET COMPETITOR’S STRATEGY FREQUENCY V/S REACH INCREASING DISTRIBUTOR’S SUPPORT CONTINUITY FLEXIBILITY FRANCHISE POSITION STD OF ACCEPTANCE & CODE OF ETHICS COST PER THOUSAND

CREATIVE CONSIDERATION THE MEDIUM & TARGET CONSUMER MATCH LANGUAGE PRESTIGE OF THE MEDIA THE EDITORIAL ENVIRONMENT NATURE OF PRODUCT SERVICE & MARKET AVAILABILITY OF MEDIA TIME & SPACE

THE DO’S & DON’TS FOR EFFECTIVE MEDIA PLANNING DO- understand the clients business needs. DO- study the clients brand that requires to be worked on. DON’T- stereotype solutions. DON’T-base your strategy purely on numbers generated by various software. DO- select the type of media making sure it will hit the target. DO- make sure to try maximizing visibility.

THE DO’S & DON’TS FOR EFFECTIVE MEDIA PLANNING DON”T- make your schedules clash with major events. DON”T- ever act like a “buyer”. Media buying is to a great extent a function of relationships DO- make sure to take advantage of major events for advertising. DON’T- be rigid in your thinking DO- every client has a year beginning & ending DON’T- always look out for CPRP& GRPS. DO- start any plan with a clear picture.

Media strategy Step 1: Reviewing the marketing and advertising situation. Marketing factors.  who is the competition and what do they hold?  what is our marketing strategy? Our marketing objectives?  what buyer problems does our product solve?

 What marketing decisions have been

made about the internal marketing elements ( product, price, promotion and distribution)?  what external environmental factors are

influencing of our product?

Advertising factors  What role is advertising expected to play in the

stimulation of brand demand?  What are the advertising objectives?  What is the size of the advertising investment?  What is the creative strategy? What are our

creative tactics?

Step 2: Selecting the target market Classification of target audience:  lifestyles  Product usage.  Age, sex group.  Geographic conditions.

Step 3: Setting media objectives Terminology of media objectives. 

Reach.



Frequency.



Continuity.

The Difference between Reach and Frequency

Reach and Frequency A. Reach of One Program

B. Reach of Two Programs

Total market audience reached

Total market audience reached

C. Duplicated Reach of Both

D. Unduplicated Reach of Both

Total reached with both shows

Total reach less duplicate

Step 4: Evaluating media alternatives Two levels of media evaluations:  Media type level.  Media vehicle level.

Comparing media vehicle efficiency CPM = cost of advertising total circulation = Rs. 150000 x 1000 500000 Rs. 30

x 1000

GROSS RATING POINT GRP is the basic unit of the counting in buying television slots. GRP = reach x average frequency.

How to evaluate media alternatives? Stimulation models ADMOD MEDIAC

ADMOD model Aims to achieve cognitive changes in the consumption pattern among customers. Concentrates within the segment rather than the total segment. Product change which takes place over a period of time. The exposure probability of media schedule is:

Pij=bij hj Where, Pij = probability that individual ‘i’ is expected to be exposed to media option ‘j’. Bij = probability that individual ‘i’ is exposed to vehicle ‘j’ is the vehicle associated with media option ‘j’. Hj = probability that any one exposed to vehicle ‘j’ will be exposed to media option ‘j’.

Step 5: Media Scheduling Media scheduling refers to preparing a calendar or blueprint of the advertising plan. It offers specific details regarding what media will be bought, when it will be purchased, and how much time or space will be used for each advertisement or commercial.

Media scheduling involves : Macro scheduling - in relation to the season and the buyers cycle. Micro scheduling - allocates advertising expenditure within a short period to obtain maximum impact.

Three Scheduling Methods Continuity

Flighting

Pulsing

Jan

Feb Mar

Apr May Jun

Jul

Aug Sep Oct Nov Dec

Seasonal Teaser set-up Step down Steady Alternate method

LEVEL

RISING

FALLING

ALTERNATING

Step 6: implementation the media plan Media prices. Contracts. Insertion orders. Execution media plans. Media departments of advertising agencies. Media buying services. In house media group.

Step 7 : Evaluating the media plan. To understand the relevant media environment.  The target market, particularly its

demographically, life-styles media habits.  The competitions media investment patterns.  All the possible media alternative and their

abilities to help fulfill the media.

Media Research

Concerned with advertising reach, frequency and the effectiveness of different media and combination of media in reaching target audience.

Role of Media Research Reader’s Profile Selection of Media Booking of Time & Space Importance to media owners Sponsorship of programmers Benefit to Audience Benefit to media planners Benefit to Research Organizations

Scope of Media Research The Reach & Circulation of different media Measuring impact of new media Finding appropriation of slots Understanding Consumer Profile Gathering information about best media buys Innovations that will increase visibility Media scheduling Increasing effectiveness of ad campaign Reducing wastage Appropriate positioning

Research Methods Measuring Broadcast  Co-incidental Method  Roster Recall  Diary Method  The Audimeter Measuring Print  Recent Reading Method  Reading Habit Method  Through the Book Method

Media Research in India Research on Press  Audit Bureau of Circulations  Press Audits  National Readership Survey  Children’s Media Survey  Up market Media Survey  Decision Makers Media Survey  Businessman’s Readership Survey

Research on TV  Audience Research  Television Rating Points (TRP)  TV Monitoring Reports  NTS – MRAS  TRP Clutter Index  MRAS Ad Viewer ship Study

Radio Research  Reach and Coverage Study  CBS Listener ship Survey, 1989  CBS of AIR

Advertisement Brief The client briefs the agency on what is required and obtains agreement before creative work is done. Simply put it consists of what the ad is expected to shoot for.

Ingredients Of An Advertising Brief Promotional objectives Budget Product profile Company profile Market analysis/Competition

Production plans Pricing policy Distribution plans Legal aspects Any other information

Media brief Team Product Competition Budget

Timetable Target audience Area Timing Purpose of campaign

Regionality Seasonality Creative objectives Media objectives Research

Media budget Corporate objectives Stage in product life cycle Competition and clutter Market share and consumer base

Market share goals Advertising frequency Product substitutability Budgeting period

Affordability Crisis management Importance of middlemen Scope of the market Quality of campaign

To measure the effectiveness of the media plan  If the media they selected reached the designated target market  If the media plan delivered the desired levels of reach and frequency  If the media plan was efficient.