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Media, advertising & consumer
 

Media, advertising & consumer

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

    • By
      Prof IndraniSen
      SIMC
      22/7/11
      Media, Advertising & Consumer
    • 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
    • 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
    • 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?
    • Going beyond syndicated research
      Understanding consumers purchase behaviour
      Linking communication channels with purchase
      Role of communication channels
      Channel selection
    • Trigger
      Experience
      Search
      Buy
      Consider
      Choose
      Consumer Buying Cycle
    • 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
    • Trigger
      Experience
      Search
      Buy
      Consider
      Choose
      Communication Channels Influence
      Strength of vehicle
      at each stage by product categories
    • Various elements of Promotion
      Advertising
      Personal selling
      Sales Promotion
      Public Relations
      Direct Marketing
      Event Management
      Local area activation
    • Integrated marketing communication
      TV/ Radio
      Events
      Print
      Packaging
      Outdoor
      Emerging
      Media
      Rural
      Consumer
      One-to-One
      Merchandise
      Interactive
      PR
      Promotions
    • Initiatives by Media Agencies
      Going beyond syndicated research
      Group M : Special Research & Analytics Cell: MCI
    • - 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Analysis from syndicated data sources like NRS and TGI stops here
      TM
      Further insights for targeting high profit target segments
    • TM
      A Revolution in Targeting
      REACHING THE PEOPLE WHO COUNT
      WHILE
      COUNTING THE PEOPLE WE REACH
      Large sample study covering 15 states, 1Lac + towns
    • 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
    • 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
    • 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
    • Media Implications
      Vehicle selection based on the target groups’ brand relationship
      Task based approach on focused vehicles
    • 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
    • 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
    • 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
    • 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
    • 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
    • Thank You