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Transcript

  • 1. MEDIA
  • 2. Media Planning The Official Definition
    • It is basically the process involved in answering a client’s question :
    • “ What are the best means of reaching out and communicating to the prospective customers of my brand ?”
  • 3. TV Plan
    • Channel Prog Day/Time Dur Rate Spots Cost
    • X A Mon/2100 30 100 4 400
    • B Tue/2100 30 200 4 800
    • C Wed/2100 30 300 4 1200
    • Y D Thu/2100 30 400 4 1600
    • E Fri/2100 30 500 4 2000
    • F Sat/2100 30 600 4 2400
    • G Sun/2100 30 700 4 2800
    • Plan Total 28 11200
  • 4. Print Plan
    • Publ. Lang Freq Circl. Edition Size Col/BW Ins Rate Cost
    • A Eng Dly 50 All 100 cc BW 4 100 400
    • B Hin Dly 60 All 100 cc BW 4 150 600
    • C Eng Dly 40 All 100 cc BW 4 200 800
    • X Ben Mnly 100 Cal FP Col 1 250 250
    • Y Tam Fnly 20 Mad FP Col 2 300 600
    • Z Tel Wkly 10 Hyd DS Col 4 200 800
    • Plan Total 19 3450
  • 5. Evolution of Media Function : The front end Insignificant part of a full service agency : Till TV (TRP) Significant part of a full service agency : Till Zee TV Critical part of a full service agency : Since Zee TV Beginning of media unbundling : Since recession (CMB/AOR) Unbundling of agency : Since Carat Media Service = Independent Business : TODAY Media specialists in Europe From:3% in 1980 To: 67% in 1997
  • 6. Some Basic Concepts
  • 7. Reach
    • The total number of different people who have been exposed to the campaign
  • 8. Frequency The no. of times the audience gets exposed to the campaign
  • 9. Average Frequency/OTS
    • The average number of times the target audience was exposed to the campaign
  • 10. Media weight
    • The product of reach and frequency is known as GRPs.
    • GRP is a measure of the media weight delivered by a media plan
  • 11. Media Research
  • 12. Socio-Economic Classification - Urban
    • A demographic indicator designed by the Market Research Society of India to reflect purchase behaviour.
    • It is based on 2 parameters - Education and Occupation of the Chief Wage Earner of the Household.
    • The SEC of the HH determines the SEC of the family members.
    • SEC A1+ is one category which also has an income filter (Rs 10,000 + per month).
  • 13. Broad SEC Classification - Urban
    • SEC By Education By Occupation
    • A1 Grad & Post Grads B/I/SEP/Officer &Execs
    • (General & Professional) (Sr & Mdl)
    • A2 Grad & Post Grads Shop ownrs, Sup Level,
    • (Professional) Ofiicers & Execs (Jr Lvl)
    • B1B2 SSC+ < Grad Skld wrkrs, Petty Trdrs, Clerk,Salesmen
    • C Schooling 5-9 yrs Skld wrkrs, Petty Trdrs, Clerk,Salesmen
    • D Schooling upto 4 yrs Skld/Unskld, Petty Trdrs, Clerks,Salesmen
    • E Illiterate Skld/Unskld, Petty Trdrs,
  • 14. Socio-Economic Classification - Rural
    • A demographic indicator designed by the Market Research Users Council (yet to be ratified by the Market Research Society of India).
    • It is based on 2 parameters - Education of the Chief Wage Earner of the Household and the Type of House
    • The SEC of the HH determines the SEC of the family members.
  • 15. Broad SEC Classification Grid - Rural
    • SEC By Education By Type of House
    • R1 Some College but not Grad., Pucca
    • Grads & Post Grads
    • R2 SSC/HSC Semi Pucca
    • R3 No formal school, Semi Pucca
    • Schooling upto 9th Std
    • R4 Illiterate Kuchha
  • 16. Databases Used by Planners Print
  • 17. Readership & Circulation
    • NRS - National Readership Survey
    • IRS - Indian Readership Survey
    • Product profiles - Data on product and brand usage
    • ABC - Circulation figures
  • 18. Some Definitions
    • Urban & Rural Classification
    • According to the Census of India 1991, the following criteria were adopted for treating a place as urban :
    • 1. All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc.
    • 2. All other places which satisfied the following criteria :
    • - A minimum population of 5000
    • - At least 75% of the male working population engaged in non-agricultural pursuits, and
    • - A density of population of at least 400 per sq km
    Contd..
  • 19. Some Definitions
    • Urban & Rural Classification
    • 3. Apart from these, the outgrowths of cities and towns have also been treated as urban.
    • All areas not identified as Urban, are classified as Rural
  • 20. Some Definitions
    • Household - A person living alone or a group of persons staying together & sharing food from the same kitchen
    • CWE - The member of the family who makes highest contribution to the HH income
    • MHI - The sum of income of all members of the family
    • Housewife - The female or the male member of the HH who is chiefly responsible for HH tasks and decides what should be purchased for the HH, for products such as soaps/ toothpastes, etc.
  • 21. Some Definitions
    • Literate - A person who can with understanding do both - read & write in any one language. It is however not necessary that he should have received formal education in a school.
    • Avg issue – readership The estimated no. of people who have read
    • any issue of the publication within a
    • specified time interval which is equal
    • to periodicity of the publication.
    • Eg.A person would be counted in the average issue readership of outlook if he/she has read outlook in the last one week
  • 22. Some Definitions
    • Claimed Readership :
    • No. of people who claim to have read a publication with a frequency greater than zero
  • 23. The National Readership Survey
    • Conducted by National Readership Studies Council
    • - Advertising Agencies Association of India
    • - Audit Bureau of Circulations
    • - Indian Newspaper Society
    • NRS has been strictly an Urban survey
    • 6 NRS studies have been conducted till date.
    • From 1995, it was decided to make it a once in 2 years survey
    • From 1997 plans are to make NRS a 6-monthly survey and would also cover rural areas like the IRS.
  • 24. Television
  • 25. Television Reach
    • NRS V NRS VI
    • Total HHs 449 L 486 L
    • TV HHs 270 L 336 L
    • TV Penetration 60% 69%
    • C & S HHs 93 L 150 L
    • C & S Penetration 34% 45%
  • 26. Television HHs - Changing Scenario
    • Growth over Change in
    • NRS V Absolute Nos.
    • Total HHs 8 % 38 L
    • TV HHs 24% 66 L
    • C&S HHs 62 % 57 L
    • Col TV HHs 43% 33 L
    • Remote HHs 105% 35 L
    • Over 50% of the new TV HHs added over NRS V have colour TV sets and remote controls
  • 27.
    • NRS V NRS VI
    • SEC A 48% 61%
    • B 39% 51%
    • C 33% 42%
    • D 29% 38%
    • E 21% 31%
    • Total 34% 45%
    C&S Penetration C&S Penetration has grown across the board
  • 28.
    • NRS V NRS VI
    • Pop strata 25 L 31% 47%
    • 10-25 L 38% 41%
    • 5 - 10 L 34% 40%
    • 1 - 5 L 31% 42%
    • < 1 L 40% 47%
    • Maximum growth in 25 L+ towns
    C&S Penetration
  • 29. C&S Penetration
    • Zone Total
    • West 52%
    • South 60%
    • East 31%
    • North (Less UP/Raj) 38%
    • UP/Raj 27%
    South & West are very clearly Satellite markets
  • 30.
    • C&S Penetration States
    • High Maharashtra, Gujarat, MP, TN, (50% +) AP, Karnataka
    • Medium Orissa, Haryana, Punjab,
    • (45-50%) Chandigarh, HP, Delhi
    • Low North East, Bihar, West Bengal,
    • (30 - 40%) Rajasthan, UP, Kerala
    C&S Penetration SEC ABC HHs
  • 31.
    • NRS V NRS VI
    • TV HHs 270 L 336 L
    • Multiple TV HHs 3% 4%
    • Colour TV HHs 29% 33%
    • B/W TV HHs 71% 67%
    • Remote Control HHs 12.5% 21%
    Colour TV, B/W TV, Multiple TV sets...
  • 32.
    • % of TV HHs with RC
    • SEC NRS V NRS VI
    • A 32% 46%
    • B 16% 28%
    • C 8% 17%
    • D 5% 10%
    • E 2% 5%
    • Total 13% 21%
    • 67% of all remotes are in AB HHs
    Remote Controls
  • 33. Print
  • 34. Print Reach
  • 35. Print Reach
  • 36. General Interest Magazines - English
    • All India Top 8 Metros
    • Index Index
    • Adult Popln 100 100
    • Exposed to Press 45 54
    • Expsd to Eng Mags 8 13
    • India Today 100 100
    • The Week 21 26
    • Sunday 16 19
    • Frontline 16 19
    • Outlook 9 22
    India Today still the undisputed leader
  • 37. Women’s Magazines - English
    • All India Top 8 Metros Women
    • Index Index Index
    • Adult Popln 100 100 100
    • Exposed to Press 45 54 32
    • Expsd to Eng Mags 8 13 5
    • Femina 100 100 100
    • Woman’s Era 80 81 94
    • Savvy 22 30 23
    • Society 18 23 14
    • Cosmopolitan 13 22 9
    Femina & Women’s Era are way ahead of the others
  • 38. Women’s Magazines - Hindi
    • All India Top 8 Metros Women
    • Index Index Index
    • Adult Popln 100 100 100
    • Exposed to Press 45 54 32
    • Expsd to Eng Mags 8 13 5
    • Grihashobha 100 100 100
    • Sarita 56 50 45
    • Grihalakshmi 39 38 36
    • Meri Saheli 38 28 39
    • Manorama 33 22 33
    Grihashobha continues to lead
  • 39. Film Magazines - English
    • All India Top 8 Metros
    • Index Index
    • Adult Popln 100 100
    • Exposed to Press 45 54
    • Expsd to Eng Mags 8 13
    • Stardust 100 100
    • Filmfare 98 113
    • Cine Blitz 30 26
    • Movie 22 32
    The battle is between Stardust and Filmfare
  • 40. Business Magazines
    • All India Top 8 Metros OEB
    • Index Index Index
    • Adult Popln 100 100 100
    • Exposed to Press 45 54 89
    • Expsd to Eng Mags 8 13 34
    • Business India 100 100 100
    • Business Today 85 87 77
    • Business World 48 49 48
  • 41. Radio
  • 42. Radio Reach
    • NRS V NRS VI
    • SEC A 47% 35%
    • B 46% 33%
    • C 45% 31%
    • D 41% 29%
    • E 34% 24%
    • Total 42% 29%
    A dramatic fall for Radio
  • 43.
    • NRS V NRS VI
    • Top 8 metros 44% 35%
    • 10 - 25 L 42% 29%
    • 5 - 10 L 40% 28%
    • 1 - 5 L 40% 27%
    • < 1 L 40% 26%
    • Total 42% 29%
    Radio Reach Radio reach has dropped across all town classes
  • 44. Cinema
  • 45. Cinema Reach
    • Townclass NRS V NRS VI
    • 25 L + 61% 52%
    • 10 - 25 L 66% 55%
    • 5 - 10 L 68% 52%
    • 1 - 5 L 66% 54%
    • < 1 L 58% 46%
    • Total 62% 51%
    Contrary to popular belief Cinema Going is still on the decline
  • 46.
    • NRS V NRS VI
    • SEC A 69% 61%
    • B 67% 57%
    • C 64% 52%
    • D 62% 49%
    • E 56% 43%
    • Total 62% 51%
    Cinema Reach Cinema Reach has declined across SEC categories
  • 47. INTAM - Current Status
    • Reporting 21 centres
    • - Bombay - Jalandhar
    • - Delhi - Nasik+Solapur+Aurangabad
    • - Calcutta - Vishakhapatnam
    • - Madras - Vijaywada
    • - Bangalore
    • - Hyderabad
    • - Ahmedabad
    • - Lucknow + Kanpur
    • - Pune + Nagpur
    • - Madurai + Coimbatore
    • - Bhopal + Indore
  • 48. Peoplemeter Types
    • Tuner Substitution
    • These meters work by substituting the tuner inside the TV set with their own tuner. Thus these meters have a direct control over what is happening on the TV set
    • Tuner Monitoring
    • Monitoring meters work by placing a small antenna-like probe near the tuner inside the TV set to detect the channel being viewed.
    • Picture Matching
    • Meters that capture the picture on the TV set which is later matched with the pictures collected at the master control station.
  • 49. Calculation of TRP - The Diary Method
    • Suppose there are 150 Diary HHs in Kanpur
    • 30 people indicate in the diary that they watched Boogie Woogie
    • Therefore the TRP for Boogie Woogie : (30/150 )x100 = 20
    • 100 people indicate that they watched the Sunday Hindi Film
    • Therefore the TRP for Hindi Film : (100/150)x100 = 66.6
  • 50. Calculation of TRP - The Peoplemeter Method
    • Universe : 10 people (A,B,C,D,E,F,G,H,I,J)
    • Programme : Kasauti Zindagi Ki telecast at 8.30 - 9.00 pm
    • Duration : 30 minutes
    • Viewership of KZK
    • Viewer Start Time End Time Minutes Watched
    • A 8:30 8:40 10
    • B DNW - -
    • C DNW - -
    • D 8:46 8:50 4
    • E DNW - -
    • F 8:30 8:35 5
    • G DNW - -
    • H DNW - -
    • I DNW - -
    • J 8:33 8:58 25
  • 51. Calculation of TRP - The Peoplemeter Method
    • TRP of KZK :
    • 10 4 5 25
    • + + +
    • 30 30 30 30 x 100 = 15
    • 10
    • The corresponding TRP under Diary Method : (4/10)x100 = 40
  • 52. Data on Competitive Media Activity
  • 53. Print and TV
    • Print
    • ORG Press Audit
    • ABC
    • Television
    • Time Monitoring Services
    • Super services
    • Current Opinions and Future Trends
    • ORG TV Audit
  • 54. TV - Advertising Monitoring
    • Coverage
      • All TV advertising across categories
    • Information
      • Time of telecast of ad
      • Spot duration
      • Estimate of spend
    • Reporting
      • Category/Brand/Channel
    • Periodicity
      • Weekly
    • Utility
      • Keeping track of competition
  • 55. Print - Advertising Monitoring
    • Coverage
      • Across product categories
    • Information
      • Date of insertion
      • Colour/BW ad
      • Size/position of ad
      • Estimate of spend
    • Reporting
      • Category/Brand/Publication/Statewise
    • Periodicity
      • Monthly
    • Utility
      • Keeping track of competition
  • 56. The Planning Process
  • 57. Various Steps in Media Planning
    • Studying the Target Audience and its Media preferences
    • Review of our previous year’s performance
    • Competitive Analysis
    • Identifying Media Tasks/Setting Objectives
    • Framing a Media Strategy
    • Channel Selection
    • Progs/Dlys/Mags Selection
    • Developing the Final Plan
    • Plan Evaluation
    • Post Campaign Review
    These do not necessarily happen sequentially - there are overlaps between these steps
  • 58. Identifying Media Tasks/Setting Objectives
    • Given the marketing objectives, one needs to identify Media Tasks and set objectives accordingly
    • The Media Objectives should be more a reflection of the Marketing Objectives
    • The marketing objectives provide direction for the planner in selecting Media. Media objectives should give further leads based on this.
  • 59. Examples of Marketing Objectives and Media Objectives
    • Marketing Objective
    • To increase share with special effort directed only to the existing customer base
  • 60. Examples of Marketing Objectives and Media Objectives
    • Marketing Objective
    • To increase share with special effort directed only to the existing customer base
    • Media Objective
    • Focus on the Core Target segment in the existing markets and increase frequency of exposure to our advertising
  • 61. Examples of Marketing Objectives and Media Objectives
    • Marketing Objective
    • To regain lost volume - target 14% market share
  • 62. Examples of Marketing Objectives and Media Objectives
    • Marketing Objective
    • To regain lost volume - target 14% market share
    • Media Objective
    • Special focus on markets where market share has dropped and step up activity levels. Maintain a consistent level of activity the other markets to maintain market share
  • 63. Examples of Marketing Objectives and Media Objectives
    • Marketing Objective
    • To acquire 20% market share in year 1 after national launch, 25% in the next year and 30% in the 3rd year
  • 64. Examples of Marketing Objectives and Media Objectives
    • Marketing Objective
    • To acquire 20% market share in year 1 after national launch, 25% in the next year and 30% in the 3rd year
    • Media Objective
    • Focus on markets where there is a higher return in value for every rupee spent. Focus on growth markets and capture market share
  • 65. Framing a Media Strategy
    • Media Strategy is all about concrete steps taken to achieve Media Objectives
    • This would include steps like setting quantifiable media targets, finalising Media Mix, taking decisions on scheduling, market prioritization, identifying role for each element in the Media Mix, etc.
  • 66. Market Prioritization - The Need
    • All markets might not be of equal importance
    • The client might want to focus on some markets for strategic reasons
    • Budget constraints - therefore cover markets with the available money on a priority basis
  • 67. Factors Considered in Market Prioritization
    • Dispersion of Brand Sales
    • Competitive Activity
    • Dispersion of Target Audience
    • Growth rates in various markets
    • Category Sales Dispersion
    • Sales Targets

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