rupak choudhary

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rupak choudhary

  1. 1. Media Audit or Not <ul><li> By </li></ul><ul><li>Payal Datta (13) </li></ul><ul><li>Md. Irfan.(28) </li></ul>
  2. 2. WHAT IS MEDIA BUYING AUDIT <ul><li>COMPANIES WHO WANT TO ADVERTISE IN THE TV CHANNELS APPROACH THE MEDIA BUYING AGENTS(MBA) </li></ul><ul><li>MEDIA AUDITOR’S JOB IS TO KEEP A WATCH ON THESE MBAS </li></ul><ul><li>MEDIA BUYING HAS THREE KINDS OF AUDITS </li></ul><ul><li>VERIFICATION OF RECORDS </li></ul><ul><li>FINANCIAL AUDIT </li></ul><ul><li>STRATEGIES TO FURTHER IMPROVE EFFICIENCY </li></ul>
  3. 3. WELL KNOWN AUDITORS IN USA <ul><li>MEDIA IQ </li></ul><ul><li>HAWK AUDITS </li></ul><ul><li>THESE ARE SOME OF THE MEDIA BUYING AUDITORS </li></ul>
  4. 4. SERVICES PROVIDED <ul><li>BASIC EVALUATION SERVICE </li></ul><ul><li>ASSESSMENT SERVICE </li></ul><ul><li>HOW MEDIA AGENTS GUARANTEE COMPANIES THAT THEIR ADS WOULD OCCUR IN CHANNELS </li></ul><ul><li>HOW MUCH FREQUENCY IS ENOUGH </li></ul><ul><li>HOW CAN CHANNELS NEGOTIATE WITH MBA & COMPANIES </li></ul>
  5. 5. FIRST MEDIA BUYING AUDIT COMPANY IN INDIA <ul><li>SPATIAL ACCESS SOLUTIONS (SAS) IS THE FIRST MEDIA AUDIT COMPANY FOUNDED BY MEENAKSHI MADHVANI </li></ul><ul><li>SAS HAS GROWN TO 18 MEMBER TEAM TODAY & HAS AUDITED 30 TO 40% OF MEDIA ADS TILL TODAY. </li></ul>
  6. 6. DISADVANTAGE <ul><li>MAIN DISADVANTAGE IS “LACK OF AUTHENTICITY” </li></ul><ul><li>ONE CAN ONLY TRUST THE MEDIA AUDITORS THAT THEY ARE NOT LEAKING RATES & OTHER INFORMATION FROM ONE MBA TO OTHER </li></ul><ul><li>THERE IS NO WAY TO KEEP A WATCH ON MEDIA AUDITORS </li></ul>
  7. 7. IMPORTANCE OF MEDIA AUDIT IN INDIA <ul><li>MEDIA AUDITOR’S ROLE IN INDIA IS STILL AT A NASCENT STAGE & NOT SO CLEAR </li></ul><ul><li>IT FIRST NEEDS TO INCREASE TRANSPERANCY & PRACTISE POOLING BUT AGENTS HESITATE TO REVEAL RATES </li></ul><ul><li>MEDIA AUDIT IS AN UNORGANISED SECTOR & ALSO FACES MALADIES OF PLANNING </li></ul><ul><li>IN DEVELOPED COUNTRIES, AUDIT IS STANDARDISED & WORKS ON BENCHMARKS </li></ul><ul><li>MANY MEDIA BUYING AGENTS FEEL THAT AUDITORS ARE NOT NEEDED. </li></ul>
  8. 8. Case Study <ul><ul><ul><ul><ul><li>Lamina India’s media buying agency </li></ul></ul></ul></ul></ul><ul><ul><li>Media and Advertising </li></ul></ul><ul><li>MEDIA IS A MEDIUNM TO CONVEY & ADVERTISING IS SPREADING AWARENESS </li></ul><ul><ul><li>What is media audit ? </li></ul></ul><ul><li>TO JUDGE THE SPENDING & REVENUE OF MEDIA BUYING AGENTS </li></ul><ul><ul><li>What is MBA ? </li></ul></ul><ul><li>THEY BUY SPACE & TIME FROM CHANNELS ON BEHALF OF COMPANIES </li></ul><ul><ul><li>Space & Time </li></ul></ul><ul><li>COMMERCIAL BREAKS ARE SPACES & FREQUENCY OF EACH ADVERTISEMENT IS ITS TIME </li></ul>
  9. 9. Cont…. <ul><li>Type of Media audit </li></ul><ul><li>Financial audit </li></ul><ul><li>Return of rebates and discounts </li></ul><ul><li>Role of TV Channel </li></ul><ul><li>You buy bulk time from a channel </li></ul><ul><li>Importance of Power point Presentation </li></ul><ul><li>Small businesses to sign up </li></ul>
  10. 10. Cont….. <ul><li>Role of advertiser in media audit </li></ul><ul><li>Consumer pay the MRP </li></ul><ul><li>Today , many advertisers leave the negotiation completely to the MBA </li></ul><ul><li>Relationship-Based pricing </li></ul>
  11. 11. Cont…. <ul><li>Media Planning </li></ul><ul><li>Policies of agency </li></ul><ul><li>This agency has 10 – 20 clients </li></ul><ul><li>Pool average rate adopt by MBA </li></ul><ul><li>Agency give weight and grading method to advertisers </li></ul>
  12. 12. SWOT analysis <ul><li>Strengths: </li></ul><ul><li>Increase the transparency of the media buying agents </li></ul><ul><li>Negotiates the right rates among media buying agents, channels & companies to advertise. </li></ul><ul><li>Weakness </li></ul><ul><li>lack of authenticity </li></ul><ul><li>Opportunities: </li></ul><ul><li>Lots of scope for growth of media audits in India as its still in the nascent stage </li></ul><ul><li>Threats: </li></ul><ul><li>At the global level, there are many media auditors so Indians need to meet up to the standards of their global counterparts. </li></ul>
  13. 13. Conclusion <ul><li>Why should advertisers invest in media auditing? </li></ul><ul><li>This current situation media audit is necessary </li></ul><ul><li>This agency price police is very effective and also give the media effectiveness </li></ul><ul><li>Media auditing is a simple way to reduce the risk </li></ul><ul><li>Most channels even if they get many high offers & still little space is left & a lower rate MBA come Then the channel will accommodate it. </li></ul><ul><li>The media assume responsibility for promoting </li></ul>
  14. 14. Thank U

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