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

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