Media, advertising & consumer


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Media, advertising & consumer

  1. 1. By <br />Prof IndraniSen<br />SIMC <br />22/7/11<br />Media, Advertising & Consumer<br />
  2. 2. Media & Consumer<br />Consumer usually want from mass media <br />Information <br />Entertainment<br />The degree of intensity among consumers in evaluating media content depends on various factors, e.g.<br />Consumer perceptions<br />Strong/ weak feelings<br />Consumer loyalty<br />Type of consumption<br />Passive<br />Active<br />
  3. 3. Relationship between Consumer & Media <br />Consumer is selective in what they want to hear or see in media <br />Varied relationship exists between consumer & media <br />From casual to intense <br />Linked with media content<br />Advertisement is less effective if relationship is casual, more if it is intense<br />Sports prgrammes with favourites playing<br />Reflected in ratings <br />Smaller audience with stronger relationship are more perceptive than larger audience with a casual relationship <br />
  4. 4. Relationship between Consumer, Media & Advertising<br />Much of information received from advertisements placed in media is stored in consumer’s short term memory<br />The challenge which advertising faces is to transfer the information from short term memory to long term memory<br />Media planners depend on numbers for selection of media vehicles to deliver advertising message<br />Can a media planner do any more? <br />
  5. 5. Going beyond syndicated research<br />Understanding consumers purchase behaviour<br />Linking communication channels with purchase<br />Role of communication channels<br />Channel selection<br />
  6. 6. Trigger<br />Experience<br />Search<br />Buy<br />Consider<br />Choose<br />Consumer Buying Cycle<br />
  7. 7. Consumer buying process <br />Trigger Need or problem recognition<br />Search Look for alternatives or gather information<br />Consider Evaluation of alternatives<br />Choose Decide which one to buy<br />Buy Make the purchase or activate the decision<br />Experience Consume / use and evaluate <br />
  8. 8. Trigger<br />Experience<br />Search<br />Buy<br />Consider<br />Choose<br />Communication Channels Influence<br />Strength of vehicle<br />at each stage by product categories<br />
  9. 9. Various elements of Promotion <br />Advertising<br />Personal selling <br />Sales Promotion<br />Public Relations<br />Direct Marketing<br />Event Management<br />Local area activation <br />
  10. 10. Integrated marketing communication <br />TV/ Radio<br />Events<br />Print<br />Packaging<br />Outdoor<br />Emerging <br />Media<br />Rural<br />Consumer<br />One-to-One<br />Merchandise<br />Interactive<br />PR<br />Promotions<br />
  11. 11. Initiatives by Media Agencies<br />Going beyond syndicated research<br />Group M : Special Research & Analytics Cell: MCI<br />
  12. 12. - Proprietary Research<br />Passion<br />Print<br />Pathways<br />Consumer<br />Voice<br />Passion<br />Visual<br />Sensory<br />Speech<br />Motor<br />Touch<br />Teen<br />Sight<br />Speech<br />Auditory<br />Media<br />Training<br /><br />Consumer interrogation<br />New<br />Business<br />Consumer segmentation<br /><br />360 contact points<br /><br />Auditing<br />Qualitative effectiveness<br />Plan options<br />Real time trends<br />Strategy<br />Unique consumer Insights<br />Research<br />Systems<br />Mergers<br />
  13. 13. Some key insights<br />Influence of News paper Ads. As a TRIGGER for NEED<br />Skin Care Category<br />Relative influence higher than TV sponsorship, Outdoor advertising, or a specialist (e.g. doctor) recommendation<br />Toilet Soap Category<br />Among Brand switchers, Relative influence higher than that of Magazine advertising or TV program sponsorships<br />
  14. 14. Skin Care - Loyalists & Switchers<br />Loyalists<br />Upmarket<br />25-34 yrs <br />Usage throughout the year 63% follow regular skin care routine at home<br />Single reason for use <br />Regular visit to parlor<br />Switchers<br />Not very up market<br />Relatively Young<br />Usage- Throughout the year<br />Multiple reasons for use<br />Significant pathways gap between Trigger to Purchase<br />Loyalists - 2 days<br />Switcher - 3.5 days<br />
  15. 15. Channel Contact Points<br />LoyalistsSwitchers<br />TV - 100 TV - 100<br />Friends/Collg - 44 Friends/Coll - 70<br />Shops - 13 Dailies - 55<br />Docs- 8Beautician - 36<br />Beautician - 5 Advert.Mag - 29<br />Advert.Mag - 3 Shops - 25 <br />Mag Ad - 2 <br />Insights beyond above the line media<br />
  16. 16. Shampoo Case :Targeting Woman<br />Still segments media at macro level.<br />For focussed media strategy need to move <br />beyond demographics<br />Brand : New in high price category<br />Demographics: NRS: Single dimensional approach<br />Women SEC A/B: Affluent<br />Premium category consumer<br />No clear skew in age<br />
  17. 17. TGI - Target Group IndexGoing Beyond Demographics<br />“My kitchen is the most important room in my home”<br />“I really enjoy shopping in modern super markets”<br />“I usually buy best known brands”<br />“I enjoy entertaining people at home”<br />“When I see a new brand I often buy it to see what it is like”<br />120 attitudinal statements<br />45 discriminating statements using<br />Women : Buyers of branded spices/ curry mix<br />Six consumer clusters<br />
  18. 18. Sati Savitri (23L)<br />Slippery Suzy (19L)<br />Gharelu Geetha (21L)<br />Family oriented<br />Dependent on others<br />Non experimentative<br />Hip Hop<br />Hema<br />(31L)<br />Dashing<br />Divya<br />Believes in cash transactions<br />Not to stand out<br />Do not maintain traditions<br />Pessimists<br />(24L)<br />Experimentative<br /> Swayed by other people’s views<br />Buys well<br />known brands<br />For Indian brands<br /> Keep up with <br /> latest fashion<br />Socialite<br />For Western<br />Culture<br />Believes in <br />credit Purchase<br />Fashion <br />Conscious<br />Elegant Esha (24L)<br />No strong point of view<br />Spendthrift<br />Money : Key<br />motivator for career<br />For western culture<br />Successful<br />Value Seeker<br />Happy and Contended<br />Fashion Conscious<br />Well Organised routine<br />Socialite<br />For Indian Products<br />No belief in Western<br />Culture<br />Not out of home<br /> person<br />Segmenting Beyond Demographics<br />
  19. 19. Selecting The Core Groups<br />Hip Hop<br />Hema<br />(31L)<br />Dashing<br />Divya (24L)<br />Socialite<br />Experimentative<br />Swayed by other people’s views<br />Buys well known brands<br />For Indian brands<br />Keep up with latest fashion<br />For Western<br />Culture<br />Believes in <br />credit Purchase<br />Fashion <br />Conscious<br />Elegant Esha (24L)<br />Successful<br />Value Seeker<br />Happy and Contended<br />Fashion Conscious<br />Well Organised routine<br />Socialite<br />For Indian Products<br />Attitude fit with category: Higher skew<br />79L:60% of the universe<br />
  20. 20. Attitude Towards Media<br />Hip Hop<br />Hema<br />(31L)<br />Dashing<br />Divya (24L)<br />Loyal to the daily brand<br />Response to Promos<br />Shops through the net<br />Watches movies in cinema halls<br />Cant resist buying magazines<br />Like to watch movies on TV only<br />Elegant Esha (24L)<br />High loyalty among supplements<br />Spends time in super markets<br />Implication on effective media usage<br />
  21. 21. TV - 90%<br />Print - 50%<br />Radio 17%<br />Restaurants - dinning out<br />58%, pubs -2%<br />Clubs - 6%<br />Out of Home - 50%<br />Theatre -14% <br />Gym, Aerobic classes, jogging parks - 10-20%<br />Art/Exhibition - 8%<br />Direct Mail - 11%<br />Travelling within India - By air 3 /4 star hotels- 18%<br />Heavy Housework<br />Temples<br />
  22. 22. Analysis from syndicated data sources like NRS and TGI stops here<br />TM<br />Further insights for targeting high profit target segments<br />
  23. 23. TM<br />A Revolution in Targeting<br />REACHING THE PEOPLE WHO COUNT <br />WHILE<br />COUNTING THE PEOPLE WE REACH<br />Large sample study covering 15 states, 1Lac + towns<br />
  24. 24. Identifying the people who are most active in a product category and contribute most to brand profit<br /><br />Understanding the lives of <br />core target groups; what they own, <br />what they think, how they behave<br />Understanding the media habits of core target group – what & why<br /><br />26 product categories : 15 brands per category: <br />>8000 sample in 15 TAM markets<br />
  25. 25. Shampoo Case - TMUtility<br />Committed<br />Committed<br />3%<br />5%<br />Performance<br />Performance<br />50%<br />50%<br />Delivery<br />Delivery<br />52%<br />51%<br />54%<br />57%<br />Consideration<br />Consideration<br />70%<br />Familiarity<br />Familiarity<br />60%<br />Committed<br />3%<br />2%<br />Performance<br />35%<br />39%<br />46%<br />42%<br />Delivery<br />49%<br />Consideration<br />46%<br />57%<br />Familiarity<br />53%<br />Non Familiar<br />All Women<br />
  26. 26. Higher Weights<br />Profit segments<br />Continuous brand <br />association<br />Lower weights<br />Commitment Comparisons<br />Shampoos 75 95 134<br />Tooth paste 93 94 99<br />Soft Drinks 96 112 114<br />Skin Cream 93 113 219<br />
  27. 27. Media Implications<br />Vehicle selection based on the target groups’ brand relationship<br />Task based approach on focused vehicles<br />
  28. 28. Preferred TV Genre<br />Committed<br />Profit segment<br />Create Association<br />Film based countdown<br />Game shows<br />Mythos<br />Fashion<br />Non - Familiar<br />Boost Awareness<br />Frequency &<br />Impact<br />Travel <br />Music<br />Comedy<br />Business Shows<br />Current affairs<br />Lifestyle<br />Chat Shows<br />Career<br />Science<br />Travel<br />Documentary<br />Wild Life<br />Events<br />Cartoon<br />
  29. 29. TV Channel Loyalty<br />Committed<br />Profit segment<br />Create Association<br />Zee Eng<br />Star Movies<br />Sony<br />Non - Familiar<br />Boost Awareness<br />Frequency &<br />Impact<br />Regionals<br />BBC<br />Star World<br />Zee MGM<br />HBO<br />Star World<br />Star Plus<br />Discovery<br />Zee TV<br />Sony<br />Regionals<br />Aaj Tak<br />Star World<br />HBO<br />Star World<br />Zee MGM<br />Star Movies<br />
  30. 30. Preferred Print Sections<br />Committed<br />Profit segment<br />Create Association<br />Social issues<br />Beauty<br />Fashion<br />Non - Familiar<br />Boost Awareness<br />Frequency &<br />Impact<br />Travel<br />Home Décor<br />Cooking<br />Loyalists<br />Science & Tech<br />Education<br />Social issues<br />Property/Reality<br />Fashion<br />TV programs<br />Role of Supplements<br />Travel<br />Child care<br />Health<br />Appointments<br />Education<br />Marketing<br />
  31. 31. The TM Advantage<br />Media solutions targeted at key sources of business<br />TV <br />Channel loyalty<br />Daypart involvement<br />Choice viewing vs forced viewing<br />Intensity<br />Print evaluation <br />Time spent<br />Loyalty by sections<br />Vehicle profile<br />Ambient Media<br />Out of Home<br />
  32. 32. TM Advantage<br />Brand media relationship of multiple target groups<br />Minimum 10%- 15% increase in productivity<br />Attitudinal segmentation with clear differentiators which impact:<br />media weights<br />media mix<br />
  33. 33. Thank You<br />