Mmkomui-kuliah Iii Media Research

KULIAH III

MEDIA RESEARCH

MM KOM-UI

Basic Information for Media Selection • What media types and media vehicles ? • How much media space and time ? • How much expenditure should be spent in each medium ? • Who are the media audiences ? • What is the audience size for each medium ?

Media Choice 3 key dimensions to media choice : 1.

Media Environment  effectiveness of media message • Personality (authoritative, entertaining, practical, sensational, modern, etc). • Relationship of editorial to target market. • Style and language. • Topicality.

2.

Characteristics physical suitability to carry message • Movement • Sound • Reproduction quality • Ability to attract attention

3.

Efficiency  effectiveness in reaching target audience • Reach : ability to reach high enough proportion of target audience and those not reached by other media. • Composition: how many people outside target audience will see, and does this matter ? • Entry cost : cost of reaching target audience, meeting minimum frequency criteria or matching competitive spending.

Strengths and Weaknesses of Media Types Medium

Advantages

Limitation

Newspaper

Wide exposure to general population Flexible, color, large/small size, timely insertions special sections Reach audience at convenience of audience

Average less than 30 minutes to read. Most ads go unread Teenagers & women : low readership. Small “pass along” audience. Short life span.

Magazine

Opportunity for segmented focused audiences. Provide specific environment for advertisers. Long life, passed along.

More expensive in terms of audience reach basis. Long ad deadlines, reduce flexibility to react to fast-changing conditions. Rarely reaches the majority of a market segment, therefore several media must be used.

Medium

Advantages

Limitation

Television

Creative and flexible, accommodate any type of message. Primary medium for reaching mass audiences. Offer prestige lacking in most other media.

Without repetition easily forgotten. Fragmented audience with alternative channels, VCR and cable vying for viewing time. Increased costs shortens messages.

Radio

Selective audience segments. Goes with listeners into market place, giving proximity to sale. Low cost for production, can react quickly to market change.

Without visual component, used as background, rather than full attention. Low audience average requires high frequency. No adequate audience research especially for smaller stations.

Cost Effectiveness 1.

Cost per-thousand circulation index.

2.

Cost per-thousand reader index.

1.

Cost per-thousand circulation index. Cost per ‘000 circulation = =

Advertisement cost Circulation

x 1000

rata-rata harga iklan yang ditanggung pengiklan untuk menempatkan iklan disetiap 1000 exemplar yang disirkulasikan. Contoh

Tarif Iklan

Sirkulasi

Majalah A

Rp. 24.000.000,-

150.000

Majalah B

Rp. 14.400.000,-

72.000

Majalah C

Rp. 12.000.000,-

62.000

CPM circulation index Majalah A = Majalah B = Majalah C =

Rp. 24.000.000,150.000 Rp. 14.400.000,72.000 Rp. 12.000.000,62.000

x 1000 = Rp. 160.000,x 1000 = Rp. 200.000,x 1000 = Rp. 192.000,-

2.

Cost per-thousand reader index. Cost per ‘000 reader = =

Advertisement rate readership

x 1000

rata-rata harga ongkos yang dikeluarkan untuk menjangkau setiap 1000 pembaca. Contoh

Tarif Iklan

Readership

SKH P

Rp. 24.000.000,-

720.000

SKH Q

Rp. 8.000.000,-

210.000

SKH R

Rp. 13.600.000,-

380.000

CPM reader index SKH P = SKH Q = SKH R =

Rp. 24.000.000,720.000 Rp. 8.000.000,210.000 Rp. 13.600.000,380.000

x 1000 = Rp. 25.360,x 1000 = Rp. 38.080,x 1000 = Rp. 35.760,-

Media Planning Tactics Steps to be considered 1.

Reach

: total number of unduplicated audience delivered by a medium.

2.

Frequency

: The number of times audience is exposed to a medium within a given period of time. (usually, weekly basis, for schedule planning).

3.

Continuity

: the length of time media schedule runs.

Reach Frequency Continuity

Must be balanced with budget. Balance between : • Least expensive media (efficiency) • Most able to communicate message and reach best prospects (effectiveness)

Effective Reach Effective Reach Empty Reach *) Effective Reach

: those in the audience exposed enough times*) to be aware of the message. : those in the audience exposed to a message but still have no awareness of it. : the number of exposures required to achieve minimal level of communication impact.

Reach, Frequency and Continuty Relation with Fixed Budget Plan I : Budget : Rp. 8 M

R

F

C

Plan II : Budget : Rp. 8 M

R

F

C

Plan III : Budget : Rp. 8 M

R

F

C

Strategy : maximize reach for duration of a year-long campaign. Sacrifice freq to expose highest level of prospect.

Strategy : Short term blitz campaign to reach relatively small number of prime prospects as many times as possible.

Strategy : Continuing campaign to reach selected prospects many times.

Product : Chewing gum.

Product : End-of-year sale luxury automobiles.

Product : Top-of-the-line Jewelry collection.

The Rating-Point System Basic measure of media = Rating. Program audience Rating = Total TV households Rating

: The percentage of TV households a TV station reaches with a program. Percentage varies with time of day.

Segment

:

Rating :

18 – 34 year old males.

18 – 34 year old males viewing program Total 18 – 34 year old males in population of total TV households

GRP (Gross Rating Points) GRP = R x F GRP R= F

R = Reach F = Frequency

F=

GRP R

Advertisers use GRP’s to calculate total ratings for all commercial spots bought and to examine relations between reach and frequency.

GRP (Gross Rating Points) All commercial spots bought in various programs : Vehicle

Rating

Cost

Spots

GRP’s

Sinetron A

8.6

$ 15.950

25

215.0

Sinetron B

8.7

$ 15.950

25

217.5

Sinetron C

7.4

$ 15.950

19

140.6

Sinetron D

7.4

$ 15.950

14

103.6

TOTAL GRPs

676.7

Reach

Frequency

GRPs

-----------------------------------------------------------Program A

10

6

60

Magazine B

30

4

120

------------------------------------------------------------TOTAL GRPs

180

Share of Audience contoh: Program “X”: 5000 rumah tangga yang menonton program“X”. 50.000 rumah tangga memiliki TV 25.000 menonton TV Rating :

Penonton program “X” Total TV households 5000 50.000

Share :

x 100

x 100 = 10

Penonton program “X” HUT (household using TV) 5000 25.000

x 100

x 100 = 20

Rating

: 10

Share

: 20

(Tidak pakai %)