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Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
Media planning session 2
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Media planning session 2

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  • 1. Media Planning v2
  • 2. Topics to be covered Generic Research definitions Research definitions for Print How Print readership is measured Auditing print advertising Product ownership and readership Using readership data in media  To determine media mix  The making of a Print plan  Using TGI for psychographics
  • 3. Topics to be covered Generic Research definitions Research definitions for Print How Print readership is measured Auditing print advertising Product ownership and readership Using readership data in media  To determine media mix  The making of a Print plan  Using TGI for psychographics
  • 4. Generic researchterms
  • 5. EnvironmentThe media process Competition Marketing Mix Media GRPs Sales of the Brand Reach Intent/ Creative Awareness Consumer Disposition SOV Duration of Ad No. of Executions Other Media
  • 6. A host of things to manage andmeasure Media Agency Client Media GRPs Reach/Frequency Awareness Intent Sales Ad-agency
  • 7. Scope of this session Media Agency Client Media GRPs Reach/Frequency Awareness Intent Sales Ad-agency
  • 8. The business ofcommunication is all about the CONSUMER!
  • 9. SegmentingMeasuring Consumers Media Studying their disposition
  • 10. Why do we need to segmentconsumers? Segmenting Measuring Consumers Media Studying their media habits
  • 11. Research terms 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 expenditure 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. MHI  The sum of income of all members of the family
  • 12. Audience ‘Audience’ is usually often referred to as the Target Audience or Target Group for a particular brand  Definition  The demographic group that has been identified as the key consumer group for the brand.  All marketing/advertising activity is concentrated on reaching/appealing to this group.
  • 13. Universe Universe  Definition  Universe is the actual number of individuals within the defined target audience  In Practice  The All India, Males, 25+, SEC BC universe is 5,000,000
  • 14. Media v/s vehicle TV . . . . . . Programs Print . . . . . Publications (Dailies & Magazines) Radio . . . . . Programs Outdoor . . . . Sites Internet . . . . Portals/ Sites
  • 15.  All products are not meant for everyone All consumers don’t consume a product uniformly Different brands appeal to different types of consumers Brands have a positioning that they want to register in select consumer mindsets To focus on those who will give the best yield = > Avoid wastage
  • 16. How do we estimate anaudience? Physical count – Census Population Census in India  Done every decade  www.censusofindia.com Covers :  Population of a region  Gender breakup  Age of population  Literacy levels
  • 17. How do we estimate anaudience? Sampling & extrapolation Assuming sample to be homogeneous, extrapolate to the entire population
  • 18. What factors determine thepropensity to purchaseproducts? MHI? Age? Presence of children? Disposable income? Psychographic factors? Occupation? Education? Type of house?
  • 19. SEC(Socio Economic Classification) Understanding Basic Research Terms
  • 20. Urban & Rural According to the Census of India 1991, the following criteria were adopted for treating a place as urban  All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc.  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 atleast 400 per sq km  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
  • 21. The classic SEC grid Education of Chief Wage Earner / Main Income Earner (MIE) Grad./ Lit. no Some Grad./ Post- Illiterat sch/scho College Post-OCCUPATION Sch 5-9 yrs SSC/HSC Grad. e ol upto 4 but not Grad. Profession years Grad. General alUnskilled Workers E2 E2 E1 D D D DSkilled Workers E2 E1 D C C B2 B2Petty Traders E2 D D C C B2 B2Shop Owners D D C B2 B1 A2 A2Businessmen/ Industrialists with noof employees: None D C B2 B1 A2 A2 A11-9 C B2 B2 B1 A2 A1 A110 + B1 B1 A2 A2 A1 A1 A1Self employed Professional D D D B2 B1 A2 A1Clerical / Salesman D D D C B2 B1 B1Supervisory level D D C C B2 B1 A2Officers/ Executives Junior C C C B2 B1 A2 A2Officers/Executives Middle/ B1 B1 B1 B1 A2 A1 A1Senior
  • 22. Rural SEC Type of House Education of CWE Pucca Semi Pucca Kuccha Illiterate R4 R4 R4 Self learning / No School R 3 R4 R4 Upto Class 4 R3 R3 R4 Upto Class 4 to 9 R3 R3 R4 SSC/HSC R2 R3 R3 College R1 R2 R3 Graduate / Gen PG R1 R2 R3 Prof Degree R1 R2 R3
  • 23. The inadequaciesof the existingsystem
  • 24. What SEC does thisgentleman belong to?
  • 25. Courtesy :Sumegha Rao
  • 26. Topics to be covered Generic Research definitions Research definitions for Print How Print readership is measured Auditing print advertising Product ownership and readership Using readership data in media  To determine media mix  The making of a Print plan  Using TGI for psychographics
  • 27. Print terms Circulation  The average net paid sales of publications over a period of 6 months Readership  The total number of persons who are exposed to a publication as distinguished from the circulation or the number of copies distributed Average Issue Readership (AIR)  The no. of people who have read any issue of the publication within a specified time interval which is equal to the periodicity of the publication Claimed Readership (CR)  No. of people who claim to have read a publication
  • 28.  Readers per Copy  Readership/ Circulation` CPT (Cost per Thousand)  Cost / Readership in’000
  • 29. Topics to be covered Generic Research definitions Research definitions for Print How Print readership is measured Auditing print advertising Product ownership and readership Using readership data in media  To determine media mix  The making of a Print plan  Using TGI for psychographics
  • 30. How it all began? The Audit Bureau of Circulation Measured Circulation – not readers Reported a six monthly figure Did not report in case not approached Enter Readership The NRS The IRS
  • 31. The procedure The universe for IRS has been defined as the total resident urban and rural population of India aged 12 years and over The survey excludes the off-shore territories such as Lakshadweep and Andaman & Nicobar islands. North Eastern states and J & K (excluding Srinagar) are also excluded from the survey The annual sample spread exceeds 2.5 lac respondents with continuous fieldwork spread across 10 months of the year All 1 Lakh+ towns are sampled All publication towns and districts are sampled in the four rounds Remaining towns and non-publication districts are randomly sampled Rural Sampling: Once a district is selected, 2 Talukas from the district are randomly sampled
  • 32. Administer individualWithin city segment Administer HH questionnaire toby electoral wards questionnaire to HW selected respondent Within HH determine Divide sample by pre-respondent and Back check of the electoral wards respondent using HH the Kish grid Follow Right handRandom selection Classification and rule for determining of starting point Analysis of the HH further houses
  • 33. How does the Kisch gridwork?Table : Kish gridNumber of eligible youth in household 1 2 3 4 5 6 7 81 1 1 1 1 1 1 1 12 1 2 1 2 1 2 1 23 1 2 3 1 2 3 1 24 1 2 3 4 1 2 3 45 1 2 3 4 5 3 4 56 1 2 3 4 5 6 3 67 1 2 3 4 5 6 7 48 1 2 3 4 5 6 7 89 1 2 3 4 5 6 7 8
  • 34. Standard QuestioningTechnique…….. go through this Booklet with me and tell me,for each Publication, roughly how many issuesyou have read or looked at…..
  • 35. ….read or looked at By ‘read or looked at’, I mean not only careful reading but it could also be glancing through its pages. However, just looking at the cover does not mean ‘looking at’. It does not matter where you may have looked at it, for e.g. a train or in a doctor’s clinic or at a hair dresser’s/ barber’s shop, in an office or a library or at a friend’s place or borrowed it It does not matter which issue of the publication you have looked at
  • 36. Masthead Readership
  • 37. Readership Characteristics Readership  is an individual phenomenon  is an anywhere phenomenon  has a ‘time’ dimension  does not indicate time spent/ intensity of reading  does not account for source of copy
  • 38. What emergesfrom the data…
  • 39. Topics to be covered Generic Research definitions Research definitions for Print How Print readership is measured Auditing print advertising Product ownership and readership Using readership data in media  To determine media mix  The making of a Print plan  Using TGI for psychographics
  • 40. A word on MAP
  • 41. Topics to be covered Generic Research definitions Research definitions for Print How Print readership is measured Auditing print advertising Product ownership and readership Using readership data in media  To determine media mix  The making of a Print plan  Using TGI for psychographics
  • 42. Lets make a Printplan
  • 43. Introducing TGI
  • 44.  The need for TGI The additional data coverage The limitations
  • 45. About TGI A study established across 36 countries From 2001, four rounds completed Last round field work March – July 2007 Sample size – 29,325 All Ind 15-55 ABC Covers:  200+ categories  3000+ brands  Media consumption (TV channels by daypart, Radio stations, Print titles)  Over 100 psychographic statements
  • 46. What it covers  Everything(!) including:  demographics  product consumption - to brand level  detailed expenditure information - to individual items  Media consumption (including Radio, TV, Internet, Press and Outdoors)  financial services  hobbies, leisure and interests  attitudinal statements  information on holidays, travel  working status  ownership information (cars, electronic goods etc)
  • 47. City Sample City SampleSample sizesAhmedabad 800 RO AP 1550Bangalore 1000 RO Bihar/ Jhar 750Bhubhaneshwar 500 RO Gujarat 1550Chennai 1000 RO Karnataka 1250Kochi 700 RO Kerala 1000Delhi 1400 MP/ Chattisgarh 1250Hyderabad 1000 RO Maharashtra 1900Kolkatta 1000 RO Orissa 500Luck/Kan 1000 RO Punj/Har 1250Ludhiana 500 Rajasthan 1400Mumbai 1100 RO TN 1950Patna 600 RO UP 2350Pune 800 RO WB 1200
  • 48. Categories coveredAfter Shave/Sprays/Cologne Face Washes & Scrubs Liquid Soaps for washing handsToilet/Bathing Soaps Fairness & Turmeric Creams Nail Polish/VarnishBleach Foundation (Make Up) Razors & Hair Removing ProductsBlushers & Highlighters Hair Colourants (Clours, Hair Dye) Razors/Razor BladesBody Creams & Lotions Hair Conditioners Santory Napkins/Tampons/LinersBody Sprays & Perfumes Hair Oil ShampoosCleansing Creams & Lotions & Wipes Hair Sprays (Aerosols) Shaving Cream, Round Foams, GelsDeodrants- Anti perspirants Hair Styling Gels, Mousses & Creams Shower GelsEye Make Up Hair Creams & Lotions Talcum PowderFace Moisturising Creams Henna /Mehendi ToothbrushFace Powder (Compacts) Lipstick Toothpaste

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