Media, advertising & consumer
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Media, advertising & consumer Presentation Transcript

  • 1. By
    Prof IndraniSen
    SIMC
    22/7/11
    Media, Advertising & Consumer
  • 2. Media & Consumer
    Consumer usually want from mass media
    Information
    Entertainment
    The degree of intensity among consumers in evaluating media content depends on various factors, e.g.
    Consumer perceptions
    Strong/ weak feelings
    Consumer loyalty
    Type of consumption
    Passive
    Active
  • 3. Relationship between Consumer & Media
    Consumer is selective in what they want to hear or see in media
    Varied relationship exists between consumer & media
    From casual to intense
    Linked with media content
    Advertisement is less effective if relationship is casual, more if it is intense
    Sports prgrammes with favourites playing
    Reflected in ratings
    Smaller audience with stronger relationship are more perceptive than larger audience with a casual relationship
  • 4. Relationship between Consumer, Media & Advertising
    Much of information received from advertisements placed in media is stored in consumer’s short term memory
    The challenge which advertising faces is to transfer the information from short term memory to long term memory
    Media planners depend on numbers for selection of media vehicles to deliver advertising message
    Can a media planner do any more?
  • 5. Going beyond syndicated research
    Understanding consumers purchase behaviour
    Linking communication channels with purchase
    Role of communication channels
    Channel selection
  • 6. Trigger
    Experience
    Search
    Buy
    Consider
    Choose
    Consumer Buying Cycle
  • 7. Consumer buying process
    Trigger Need or problem recognition
    Search Look for alternatives or gather information
    Consider Evaluation of alternatives
    Choose Decide which one to buy
    Buy Make the purchase or activate the decision
    Experience Consume / use and evaluate
  • 8. Trigger
    Experience
    Search
    Buy
    Consider
    Choose
    Communication Channels Influence
    Strength of vehicle
    at each stage by product categories
  • 9. Various elements of Promotion
    Advertising
    Personal selling
    Sales Promotion
    Public Relations
    Direct Marketing
    Event Management
    Local area activation
  • 10. Integrated marketing communication
    TV/ Radio
    Events
    Print
    Packaging
    Outdoor
    Emerging
    Media
    Rural
    Consumer
    One-to-One
    Merchandise
    Interactive
    PR
    Promotions
  • 11. Initiatives by Media Agencies
    Going beyond syndicated research
    Group M : Special Research & Analytics Cell: MCI
  • 12. - Proprietary Research
    Passion
    Print
    Pathways
    Consumer
    Voice
    Passion
    Visual
    Sensory
    Speech
    Motor
    Touch
    Teen
    Sight
    Speech
    Auditory
    Media
    Training

    Consumer interrogation
    New
    Business
    Consumer segmentation

    360 contact points

    Auditing
    Qualitative effectiveness
    Plan options
    Real time trends
    Strategy
    Unique consumer Insights
    Research
    Systems
    Mergers
  • 13. Some key insights
    Influence of News paper Ads. As a TRIGGER for NEED
    Skin Care Category
    Relative influence higher than TV sponsorship, Outdoor advertising, or a specialist (e.g. doctor) recommendation
    Toilet Soap Category
    Among Brand switchers, Relative influence higher than that of Magazine advertising or TV program sponsorships
  • 14. Skin Care - Loyalists & Switchers
    Loyalists
    Upmarket
    25-34 yrs
    Usage throughout the year 63% follow regular skin care routine at home
    Single reason for use
    Regular visit to parlor
    Switchers
    Not very up market
    Relatively Young
    Usage- Throughout the year
    Multiple reasons for use
    Significant pathways gap between Trigger to Purchase
    Loyalists - 2 days
    Switcher - 3.5 days
  • 15. Channel Contact Points
    LoyalistsSwitchers
    TV - 100 TV - 100
    Friends/Collg - 44 Friends/Coll - 70
    Shops - 13 Dailies - 55
    Docs- 8Beautician - 36
    Beautician - 5 Advert.Mag - 29
    Advert.Mag - 3 Shops - 25
    Mag Ad - 2
    Insights beyond above the line media
  • 16. Shampoo Case :Targeting Woman
    Still segments media at macro level.
    For focussed media strategy need to move
    beyond demographics
    Brand : New in high price category
    Demographics: NRS: Single dimensional approach
    Women SEC A/B: Affluent
    Premium category consumer
    No clear skew in age
  • 17. TGI - Target Group IndexGoing Beyond Demographics
    “My kitchen is the most important room in my home”
    “I really enjoy shopping in modern super markets”
    “I usually buy best known brands”
    “I enjoy entertaining people at home”
    “When I see a new brand I often buy it to see what it is like”
    120 attitudinal statements
    45 discriminating statements using
    Women : Buyers of branded spices/ curry mix
    Six consumer clusters
  • 18. Sati Savitri (23L)
    Slippery Suzy (19L)
    Gharelu Geetha (21L)
    Family oriented
    Dependent on others
    Non experimentative
    Hip Hop
    Hema
    (31L)
    Dashing
    Divya
    Believes in cash transactions
    Not to stand out
    Do not maintain traditions
    Pessimists
    (24L)
    Experimentative
    Swayed by other people’s views
    Buys well
    known brands
    For Indian brands
    Keep up with
    latest fashion
    Socialite
    For Western
    Culture
    Believes in
    credit Purchase
    Fashion
    Conscious
    Elegant Esha (24L)
    No strong point of view
    Spendthrift
    Money : Key
    motivator for career
    For western culture
    Successful
    Value Seeker
    Happy and Contended
    Fashion Conscious
    Well Organised routine
    Socialite
    For Indian Products
    No belief in Western
    Culture
    Not out of home
    person
    Segmenting Beyond Demographics
  • 19. Selecting The Core Groups
    Hip Hop
    Hema
    (31L)
    Dashing
    Divya (24L)
    Socialite
    Experimentative
    Swayed by other people’s views
    Buys well known brands
    For Indian brands
    Keep up with latest fashion
    For Western
    Culture
    Believes in
    credit Purchase
    Fashion
    Conscious
    Elegant Esha (24L)
    Successful
    Value Seeker
    Happy and Contended
    Fashion Conscious
    Well Organised routine
    Socialite
    For Indian Products
    Attitude fit with category: Higher skew
    79L:60% of the universe
  • 20. Attitude Towards Media
    Hip Hop
    Hema
    (31L)
    Dashing
    Divya (24L)
    Loyal to the daily brand
    Response to Promos
    Shops through the net
    Watches movies in cinema halls
    Cant resist buying magazines
    Like to watch movies on TV only
    Elegant Esha (24L)
    High loyalty among supplements
    Spends time in super markets
    Implication on effective media usage
  • 21. TV - 90%
    Print - 50%
    Radio 17%
    Restaurants - dinning out
    58%, pubs -2%
    Clubs - 6%
    Out of Home - 50%
    Theatre -14%
    Gym, Aerobic classes, jogging parks - 10-20%
    Art/Exhibition - 8%
    Direct Mail - 11%
    Travelling within India - By air 3 /4 star hotels- 18%
    Heavy Housework
    Temples
  • 22. Analysis from syndicated data sources like NRS and TGI stops here
    TM
    Further insights for targeting high profit target segments
  • 23. TM
    A Revolution in Targeting
    REACHING THE PEOPLE WHO COUNT
    WHILE
    COUNTING THE PEOPLE WE REACH
    Large sample study covering 15 states, 1Lac + towns
  • 24. Identifying the people who are most active in a product category and contribute most to brand profit

    Understanding the lives of
    core target groups; what they own,
    what they think, how they behave
    Understanding the media habits of core target group – what & why

    26 product categories : 15 brands per category:
    >8000 sample in 15 TAM markets
  • 25. Shampoo Case - TMUtility
    Committed
    Committed
    3%
    5%
    Performance
    Performance
    50%
    50%
    Delivery
    Delivery
    52%
    51%
    54%
    57%
    Consideration
    Consideration
    70%
    Familiarity
    Familiarity
    60%
    Committed
    3%
    2%
    Performance
    35%
    39%
    46%
    42%
    Delivery
    49%
    Consideration
    46%
    57%
    Familiarity
    53%
    Non Familiar
    All Women
  • 26. Higher Weights
    Profit segments
    Continuous brand
    association
    Lower weights
    Commitment Comparisons
    Shampoos 75 95 134
    Tooth paste 93 94 99
    Soft Drinks 96 112 114
    Skin Cream 93 113 219
  • 27. Media Implications
    Vehicle selection based on the target groups’ brand relationship
    Task based approach on focused vehicles
  • 28. Preferred TV Genre
    Committed
    Profit segment
    Create Association
    Film based countdown
    Game shows
    Mythos
    Fashion
    Non - Familiar
    Boost Awareness
    Frequency &
    Impact
    Travel
    Music
    Comedy
    Business Shows
    Current affairs
    Lifestyle
    Chat Shows
    Career
    Science
    Travel
    Documentary
    Wild Life
    Events
    Cartoon
  • 29. TV Channel Loyalty
    Committed
    Profit segment
    Create Association
    Zee Eng
    Star Movies
    Sony
    Non - Familiar
    Boost Awareness
    Frequency &
    Impact
    Regionals
    BBC
    Star World
    Zee MGM
    HBO
    Star World
    Star Plus
    Discovery
    Zee TV
    Sony
    Regionals
    Aaj Tak
    Star World
    HBO
    Star World
    Zee MGM
    Star Movies
  • 30. Preferred Print Sections
    Committed
    Profit segment
    Create Association
    Social issues
    Beauty
    Fashion
    Non - Familiar
    Boost Awareness
    Frequency &
    Impact
    Travel
    Home Décor
    Cooking
    Loyalists
    Science & Tech
    Education
    Social issues
    Property/Reality
    Fashion
    TV programs
    Role of Supplements
    Travel
    Child care
    Health
    Appointments
    Education
    Marketing
  • 31. The TM Advantage
    Media solutions targeted at key sources of business
    TV
    Channel loyalty
    Daypart involvement
    Choice viewing vs forced viewing
    Intensity
    Print evaluation
    Time spent
    Loyalty by sections
    Vehicle profile
    Ambient Media
    Out of Home
  • 32. TM Advantage
    Brand media relationship of multiple target groups
    Minimum 10%- 15% increase in productivity
    Attitudinal segmentation with clear differentiators which impact:
    media weights
    media mix
  • 33. Thank You