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Media Concepts
Media Media exists primarily to deliver entertainment,information and advertisements to a vastaudience Media should be t...
Media Vs Vehicles A medium refers to a class of carriers such astelevision, newspapers, magazines, etc A vehicle is an i...
Classes of Media Mass Media (newspapers,magazines,radio,television)– Such media are able to deliver to large audiences at...
 Cybermedia– “Cybermeida” are media that require a computerand all the computer related communications fallunder this def...
Which Media Do We Use, Why OrWhy Not ?• Mass Reach• Audio-visual appeal• Appeals to senses• Emotional• Afinity• Targetable...
• Targetability• Frequency• Portability• Personal• Economical for local markets• Short lead times• Community involvement• ...
 Immediate high reachpotential National/local flexibility Short lead time Timely/newsworthyenvironment Shopping/retai...
Steps in a Media Campaign Define objectives. Nail down your strategy. Consider all options available. Gather and analy...
Because they establish the criteriafor evaluating the media planWhy Are Media Objectives SoImportant?
Media Strategies Evolve from media objectives anddescribe how they will be accomplished Reflect specific course of actio...
Media Strategies Should IncludeFour Elements Element One Broad selection of media to be used andrationale for their choic...
Media Planning“The process of designing a course of action thatshows how advertising time and space will be usedto contrib...
RATINGS (Rating Points) A rating is the percentage of individuals or homesexposed to an advertising medium e.g. “Mera Sa...
RATINGSPROGRAM A PROGRAM B PROGRAM C
RATINGS PROGRAME A = RATING OF 40% PROGRAME B = RATING OF 20% PROGRAME C = RATING OF 20%
SHARE % AGE WHICH A PARTICULAR PROGRAME ORCHANNEL HAS OF THE TOTAL LISTENING ANDVIEWING AUDIENCE
SHAREPROGRAM A PROGRAM B PROGRAM C4 OUT OF 5 = 100%
SHARE PROGRAME A = 2/4 50% SHARE PROGRAME B = 1/4 25% SHARE PROGRAME C = 1/4 25% SHARE
20100homeatsetTVwithHHsTotalprogramatotunedHHsTotal×=Rating100onsetTVwithHHsTotalprogramatotunedHHsTotal×=Share
GROSS RATING POINTS (GRP)/TARPS TARPs or GRPs is the sum of individual rating pointsfor each placement in a TV schedule a...
 GRPs offer a description of total audience delivery withoutregard to duplication or repeat exposure to the mediavehicle....
IMPRESSION Impressions are the sum of all advertising exposures Impressions are same as the GRPs/TRPs, but expressed in ...
Neither of the two indicates how manydifferent people will be exposed to themedia formsEnter – Reach and frequency
REACH (opportunity to see) The unduplicated reach of the defined target population. Reach takes into consideration your ...
Reach accumulation of alternative schedules1514131211109876543210Telecast1 2 3 4 5Reach5 Spots-Same prg.Telecast1 2 3 4 55...
Shape of a typical reach curve% of HH reached605040302010Week 1 2 3 4 5 6 7
FREQUENCY Frequency takes into consideration the number of times an individual isexposed to your message. You can build ...
AVG. FREQUENCY The average number of times an audience unit isexposed to a vehicleFrequency= GRPs or total duplicated aud...
Coverage Vs Reach Coverage could mean potential to be exposedto the advertising, and reach refers to thosepeople who actu...
COST EFFICIENCYIt is the relationship between a media vehicle’saudience and the cost of using that mediavehicle : Cost pe...
COST PER THOUSAND (C P M ) It is the advertising cost of reaching 1,000 units of agiven audience with a particular media ...
CPP(Cost Per Rating Point) It Is the cost of purchasing one rating point or cost ofreaching one percentage of target audi...
SHARE OF VOICE (SOV) It refers to the % of a product activity,in media weight terms,within thetotal category.e.g. Media W...
SHARE OF ADVERTISING (S O A) It refers to the % of a product activity, in terms of advertising dollar, withinthe total ca...
Develop A Media Plan That... Helps increase brand share by 5% versus last year Directs advertising to users of the compe...
Media Mix This is where you determine which media make sensefor you. Based on your objectives, budget and strategy, whic...
Media’s Relationship To MarketingShould Guide PlanningContinually QuestionHow will this media planhelp accomplishmy market...
Brand Development Index (BDI)BDI = % local market brand sales% local market populationA measure of a brand’s sales in a ma...
Category Development Index (CDI)CDI = % local market category sales% local market populationA measure of a product categor...
WHEN?TIMING
Timing Objectives Determine best times to advertise Weeks of year Days of week Times of day Establish a scheduling pa...
Three Scheduling MethodsContinuityPulsingFlightingJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Effective Frequency EF can be defined as the amount of frequencynecessary for advertisements to be effective incommunicat...
Response CurvesFrequencyResponseThreshold•Advertising doesn’tgive resultsimmediately•The first tworepetitions are athresho...
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Media Concept

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Media Concept

  1. 1. Media Concepts
  2. 2. Media Media exists primarily to deliver entertainment,information and advertisements to a vastaudience Media should be thought of as both carriersand delivery systems It is important to know that consumers havespecialized needs that media can meet
  3. 3. Media Vs Vehicles A medium refers to a class of carriers such astelevision, newspapers, magazines, etc A vehicle is an individual carrier within amedium– The News is a carrier within the newspaper group
  4. 4. Classes of Media Mass Media (newspapers,magazines,radio,television)– Such media are able to deliver to large audiences at relatively low cost– Varied contents – attracted to different kind of audiences Traditional Vs Nontraditional media– Media that have been traditionally used for reaching mass audiences(newspapers, magazines,radio,TV and outdoor)- Traditional mediums– Almost any innovative way of delivering ad messages to consumers isconsidered a nontraditional medium (SMS, CDs etc.)
  5. 5.  Cybermedia– “Cybermeida” are media that require a computerand all the computer related communications fallunder this definitionClasses of Media
  6. 6. Which Media Do We Use, Why OrWhy Not ?• Mass Reach• Audio-visual appeal• Appeals to senses• Emotional• Afinity• Targetable by program/contentselection• Demonstration• Credible/prestigious• High awareness• Low CPM• Impact• Creates desirePros Cons High out-of-pocket cost Limited target audienceselectivity Long lead time Clutter - Switching offTelevision
  7. 7. • Targetability• Frequency• Portability• Personal• Economical for local markets• Short lead times• Community involvement• Strong promotional vehicle• Low cost of entryPros Cons• No visual• Background medium• Expensive reach builderRadioWhich Media Do We Use, Why OrWhy Not ?
  8. 8.  Immediate high reachpotential National/local flexibility Short lead time Timely/newsworthyenvironment Shopping/retailenvironment Special interesttargetabilityPros Cons High out-of-pocket cost Short issue life Passive medium Non targeted readership Inferior reproductionquality High clutterNewspapersWhich Media Do We Use, Why OrWhy Not ?
  9. 9. Steps in a Media Campaign Define objectives. Nail down your strategy. Consider all options available. Gather and analyze research. Negotiate with suppliers. Execute/book. Campaign maintenance. Post buy analysis.
  10. 10. Because they establish the criteriafor evaluating the media planWhy Are Media Objectives SoImportant?
  11. 11. Media Strategies Evolve from media objectives anddescribe how they will be accomplished Reflect specific course of action to betaken A matter of evaluating different mediatypes and mixes to determine best way toachieve objectives within given budget
  12. 12. Media Strategies Should IncludeFour Elements Element One Broad selection of media to be used andrationale for their choice Element Two Specific use of media to be used (e.g. TVdayparts, magazine categories) andselection rationale Element Three Rationale for each vehicle’s use includingquantitative and qualitative analysis Element Four Description of scheduling including when,where and at what levels–
  13. 13. Media Planning“The process of designing a course of action thatshows how advertising time and space will be usedto contribute to the achievement of marketingobjectives.”
  14. 14. RATINGS (Rating Points) A rating is the percentage of individuals or homesexposed to an advertising medium e.g. “Mera Saain” has a rating of 3%.
  15. 15. RATINGSPROGRAM A PROGRAM B PROGRAM C
  16. 16. RATINGS PROGRAME A = RATING OF 40% PROGRAME B = RATING OF 20% PROGRAME C = RATING OF 20%
  17. 17. SHARE % AGE WHICH A PARTICULAR PROGRAME ORCHANNEL HAS OF THE TOTAL LISTENING ANDVIEWING AUDIENCE
  18. 18. SHAREPROGRAM A PROGRAM B PROGRAM C4 OUT OF 5 = 100%
  19. 19. SHARE PROGRAME A = 2/4 50% SHARE PROGRAME B = 1/4 25% SHARE PROGRAME C = 1/4 25% SHARE
  20. 20. 20100homeatsetTVwithHHsTotalprogramatotunedHHsTotal×=Rating100onsetTVwithHHsTotalprogramatotunedHHsTotal×=Share
  21. 21. GROSS RATING POINTS (GRP)/TARPS TARPs or GRPs is the sum of individual rating pointsfor each placement in a TV schedule among aspecific target audience without regard to duplicationor repeat exposure to the media vehicle.REACH x FREQUENCY = GRP’s TARPs = Add individual Rating Points.
  22. 22.  GRPs offer a description of total audience delivery withoutregard to duplication or repeat exposure to the mediavehicle. Individuals, homes are counted as many times asthey are exposed to the advertising Example: 10 spots with avg. rating of 20%-GRPS=200% The 10 spot schedule with 200 GRPs, will be seen onceby the equivalent of 200% of the populationGROSS RATING POINTS (GRP)/TARPS
  23. 23. IMPRESSION Impressions are the sum of all advertising exposures Impressions are same as the GRPs/TRPs, but expressed in terms ofnumber of individuals rather than as a percentage– Multiply GRPs delivered to a given population group by the number ofpeople in the population group– 200GRPs X 9m HH= 18m Impression, like GRPs indicate the gross delivery without regard tomultiple exposure to the same HH or individual 10 spot schedule will be seen by equivalent of 18m homes butobviously not by 18m different homes
  24. 24. Neither of the two indicates how manydifferent people will be exposed to themedia formsEnter – Reach and frequency
  25. 25. REACH (opportunity to see) The unduplicated reach of the defined target population. Reach takes into consideration your coverage area and your media selection. The coverage area you define. With media selection, the more you spread your dollars the broader the reach.However is it effective reach? Media selection should be based on the medium’s ability to cover your definedgeographic area with limited waste. It is always better to convince 10% of the buyers 100% of the way, than toconvince 100% of the buyers 10% of the way.e.g. If the target audience population is 1,000,000 people, and 800,000 areexposed to the media vehicle at least once, then reach is :800,001,000,000 X 100% = 80%
  26. 26. Reach accumulation of alternative schedules1514131211109876543210Telecast1 2 3 4 5Reach5 Spots-Same prg.Telecast1 2 3 4 55 Spots-different prg.DuplicatedUnduplicated
  27. 27. Shape of a typical reach curve% of HH reached605040302010Week 1 2 3 4 5 6 7
  28. 28. FREQUENCY Frequency takes into consideration the number of times an individual isexposed to your message. You can build frequency with consistency in media selection and creativemessage. For budgetary reasons this often means focusing on a specificgeographic area and a few well targeted media vehicles. Remember that the stronger the frequency of message, the quicker theresponse. The average consumer needs 4 exposures before the message registerswith them, and studies show that after 7 exposures they will take action.
  29. 29. AVG. FREQUENCY The average number of times an audience unit isexposed to a vehicleFrequency= GRPs or total duplicated audienceReach
  30. 30. Coverage Vs Reach Coverage could mean potential to be exposedto the advertising, and reach refers to thosepeople who actually are exposed– A network television program has a coverage 85%of TV homes in Pakistan– Television program X reaches 9 million men aged18-34 within a four-week period
  31. 31. COST EFFICIENCYIt is the relationship between a media vehicle’saudience and the cost of using that mediavehicle : Cost per Thousand (CPM) and Cost Per Rating Point (CPRP) are measures ofcost efficiency.
  32. 32. COST PER THOUSAND (C P M ) It is the advertising cost of reaching 1,000 units of agiven audience with a particular media vehicle. C P M is calculated by dividing the advertising unit costby the audience,in thousands :Cost of the prg. / Number of people = Cost-per-person
  33. 33. CPP(Cost Per Rating Point) It Is the cost of purchasing one rating point or cost ofreaching one percentage of target audience CPRP = COSTGRP’S
  34. 34. SHARE OF VOICE (SOV) It refers to the % of a product activity,in media weight terms,within thetotal category.e.g. Media WeightTotal Women S O VTARPs Per week %Brands A 180 23B 200 26C 250 33D 140 18770 100– To Evaluate S O V, one must use the same target group for allproducts.
  35. 35. SHARE OF ADVERTISING (S O A) It refers to the % of a product activity, in terms of advertising dollar, withinthe total category.e.g.Advertising S O VRs. Mil %Brands A 2.0 29B 1.0 14C 2.5 36D 1.5 217.0 100
  36. 36. Develop A Media Plan That... Helps increase brand share by 5% versus last year Directs advertising to users of the competition’sproduct (defined as women 25-54 employed with kids)to gain trial and increase share Generates effective reach levels that are 20% higherthan last year Limits each active period to five weeks to ensurecoverage of the product’s purchase cycle
  37. 37. Media Mix This is where you determine which media make sensefor you. Based on your objectives, budget and strategy, whichwill deliver results? You are setting a boundary around the types of mediayou will consider.
  38. 38. Media’s Relationship To MarketingShould Guide PlanningContinually QuestionHow will this media planhelp accomplishmy marketing objectives?
  39. 39. Brand Development Index (BDI)BDI = % local market brand sales% local market populationA measure of a brand’s sales in a market relativeto market’s populationKarachi% population = 7.74% brand sales =15.48BDI = 200
  40. 40. Category Development Index (CDI)CDI = % local market category sales% local market populationA measure of a product category’s sales in amarket relative to market’s populationKarachi% population = 7.74% category sales =11.98CDI = 155
  41. 41. WHEN?TIMING
  42. 42. Timing Objectives Determine best times to advertise Weeks of year Days of week Times of day Establish a scheduling pattern that Achieves communication goals Minimizes non-advertising periods Recognizes competitive activity
  43. 43. Three Scheduling MethodsContinuityPulsingFlightingJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  44. 44. Effective Frequency EF can be defined as the amount of frequencynecessary for advertisements to be effective incommunicating This number can vary from one repetition to asmany as ten or more Many thought that the optimum number of effectivefrequency was from three repetitions on – three plusconcept
  45. 45. Response CurvesFrequencyResponseThreshold•Advertising doesn’tgive resultsimmediately•The first tworepetitions are athreshold thataudiences have topass beforeadvertisementsbecome effective

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