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MODULE ON MEDIA
PLANNING
Gautam Verma

Twitter: @gtmtwt
Media Plan

GRP’s
& TVR’s
CPRP’s
COVERAGE
or REACH

EFFECTIVE
REACH
CPT’s
or CPM’s

FREQUENCY
DISTRIBUTION
CIRCULATION
& R...
So much jargon…
what does it all mean ?

Twitter: @gtmtwt
BASIC
MEDIA
TERMINOLOGIES

Twitter: @gtmtwt
Target Audience


The total potential audience that we would like
to communicate to




SEC
SEX
Age

Twitter: @gtmtwt
SEC GRID

Occupation

Education
Illite- School School SSC/ Some
rate upto 4 yrs/ 5-9 yrs HSC Coll. but
No formal
not grad....
Reach of media (Max. Poss)

Of the total audience the maximum number of
people that the medium covers.

Twitter: @gtmtwt


Television




Press




The number of people who read any publication at least
once a week.

Radio




The numbe...
Media Penetration




It is the percentage of homes in a specified
area and TA that own at least one TV or
radio set or ...
Television Ratings (TVR)


The % of audience exposed to a particular
programme


Peoplemeter TVRs
 A time

averaged % o...
Time weighted TVR...
Viewer

Start

End

A
D
F
J
B/C/E/G/H/1

8.30
8.46
8.30
8.33
-

8.40
8.50
8.35
8.58
-

Total time vie...
Gross Rating Points (GRP)








A measure of gross message weight
 It is a % duplicated figure
A summation of all t...
The relationship...
GRP
GRP=Reach X AOTS

Reach% at 1+
R=GRP/AOTS

AOTS
A=GRP/Reach
Twitter: @gtmtwt
Reach (%)



The net unduplicated number of people that
the plan covers at least once in the defined
period

Twitter: @gt...
Reach


Definition :
The percentage of the target
audience who saw the commercial at least
once during a given campaign p...
Reach
Definition : the percentage of the target audience
who saw the commercial at least once during a
given campaign peri...
Plan reach (%)
TG = 300

Veh A
100 people

Veh B
80 people

20 people read pub. A and pub. B

Twitter: @gtmtwt
Plan Reach (%)
TG = 300
Total
readers
= 100

Veh A
80

Dup
20

Total
readers
= 80
Veh B
60

Plan reach = Total (A + B) - D...
Plan reach = (160/300) x 100
= 53 %

Twitter: @gtmtwt
Average OTS


Definition :The number of times, on average,
the
audience reached sees the
commercial during a given period...


Definition : The number of times, on average, the
audience reached sees the commercial during a
given period.

Formula:...
The relation between Reach &
AOTS ...

Twitter: @gtmtwt
Inversely proportional

Twitter: @gtmtwt
Determines R
each

Determines AOTS
W
hen the duplication is lower
Reach increases and AOTS decreases
W
hen the duplication...
Effective Frequency




The number of times a message needs to be
exposed to the TG to make it relevant
The OTS that wor...
Effective Reach
The reach at effective frequency that is needed

to accomplish the specified objective

Twitter: @gtmtwt
CPT


Cost Per Thousand :



A measure of cost effectiveness.
The cost of a unit (10 secs) of a vehicle/ the
total numb...
Cost Per GRP
Definition : The cost of buying one rating point.
Formula :

Cost ÷ GRPs = Cost per GRP

Twitter: @gtmtwt
Cost Per GRP
Definition :

The cost of buying one rating point.

Formula :

Cost ÷ GRPs = Cost per GRP

In Practice : Rs ....
Quick Quiz
The following schedule was constructed against the target audience Housewives 18-49
years. The campaign cost is...
Quick Quiz - Answer 1
The following schedule was constructed against the target audience Housewives 18-49
years. The campa...
Quick Quiz

15+7+9+4+2+5+1+5
=48 GRPs

Twitter: @gtmtwt
Quick Quiz - Answer 2
The following schedule was constructed against the target audience Housewives 18-49
years. The campa...
Quick Quiz

48/37 = 1.3
Twitter: @gtmtwt
Quick Quiz - Answer 3
The following schedule was constructed against the target audience Housewives 18-49
years. The campa...
Quick Quiz

Rs.800000/48 =
Rs. 16667
Twitter: @gtmtwt
Quick Quiz - Answer 4
The following schedule was constructed against the target audience
Housewives 18-49 years. The campa...
Quick Quiz

48 - 5 = 43 GRPs
37 - 1 = 36% Reach
Twitter: @gtmtwt
Channel Shares


Out of the total TV viewing universe in the
specified time period what proportion of the
audience has vi...
Cumulative Reach


The net unduplicated number of people that
have viewed a channel for at least a period
of 1 min within...
ROS




Run on
schedule.
Refers to the
random running
of spots across
the entire day

RODP



Run on daypart
Refers to...
FCT




Free commercial
time
It is the amount of
secondage that is
bought on a
channel.

FPC



Fixed point chart
It i...
Effective Rate (ER)
Used to signify the final rate/10 secs that is obtained
on a channel after the buying is complete.
 I...
Scheduling
Burst

Continuous

Time

Flighting

Time

Time

Pulsing

Time
Twitter: @gtmtwt
TERMINOLOGIES IN A
COMPETITIVE
FRAMEW
ORK
Twitter: @gtmtwt
Share of Expenditure (SOE)







A relative media measure
Brand spend in value as a % of the total
advertising expend...
Share of Voice (SOV)





A measure of media weight distribution
Represents the brand GRP’s as a % of the total GRPs
de...
TERMINOLOGIES IN
MARKET
PRIORITISATION
Twitter: @gtmtwt
Basic numbers...


Saliency or contribution:






A percentage number
The contribution of a state / city compared to...
Indices...


A measure of per capita consumption in a
particular state / city for a brand or category w.r.t
defined TG di...
Mapping for prioritisation...
High CDI

Invest Potential

Low BDI

Consolidate/
Strengthen

High BDI

Ignore/
Spillover

M...
ZOOMING IN ON
PRINT...
Press terminologies & concepts

Twitter: @gtmtwt
Readership


Average Issue readership





A percentage / portion of the audience who read
the vehicle within the peri...
Cost efficiency


CPT (Cost per thousand)




Cost of a defined creative unit say 100 cc or
Full Page/ the readership i...
Newspapers / Magazines
Circulation
Definitions : The number of copies each edition sells.
In Practice : The Readers Digest...
NET TERMINOLOGY
Twitter: @gtmtwt
Terminology…


Uniform Resource Locator (URL)






An Internet address
A means of identifying an exact location on t...
Terminology…


Rich Media





Ads with Rich Media use Java, Flash, Shockwave to
generate banners with animations, for...
Terminology…


Hit






Impression




A hit is generated by every request made to a web
server.
Eg. The Inbox, Com...
Terminology…



Unique visitors


The number of unique individuals who visit a site
within a specific period of time

Tw...
WHILE PLANNING
QUESTION
YOURSELF….
Twitter: @gtmtwt
1.W
hat is the marketing/
sales objective?






hold current users
change user profile
grab users from competition
e...
2.W
hat is the objective behind the current
burst ?
Specific sales objectives (if measurable)



Brand task - Introduce, ...
3.W is the role of advertising ?
hat
Increase awareness (measurable), generate trials etc.



Will impact coverage, conti...
4.W
hich are the focus markets?

Mkt. wise sales salience over at least 4 data points (by quarter)



Helps in market pri...
5.W is the competitive set ?
hat
What are their regional pockets of strength ?





Helps us look at the media in the co...
6.W is the brand's distribution status by
hat
geography, compared to the competition &
category ?



Can lead to a decisi...
7.W are we talking to ?
ho



Demographics
Psychographics

Twitter: @gtmtwt
8.W
here are current users coming from ?
(if not a new brand) TG definition & geography




Can help identify the strong...
9.W
here has been the maximum lapsing and why ?
(if applicable)



Can link this to media weights given.
Redefine thresho...
10.How much are the resources ?


Budget determined by client, allocated by
agency

Twitter: @gtmtwt
11.Are there any special considerations
that we need to bear in mind ?



Any market/category peculiarity that could
impa...
12.Are there any creative size
mandatories ?



Existing creatives
New creatives with size restrictions

Twitter: @gtmtw...
THE MEDIA PLANNING
PROCESS

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The Unifying:M factor...

Money...Marketing...Media

My Kitty

Twitter: @gtmtwt
Now that I have it,
what do I do?
Four key questions:
To whom
Where (mkt & broad mix)
How much
How & When (specific)

Twit...
To W
hom...

Twitter: @gtmtwt
To whom...
Demographics


Primary vs secondary

Psychographics
Mediagraphics


C&S vs NC&S

Twitter: @gtmtwt
Where - Markets...
Market Prioritisation






Salience (% contribution)
Growths
Mkt wise share
movements - competitiv...
How does our audience relate to
his/ media environment
her




W
here ...
Context of media

Twitter: @gtmtwt
The juggle...

Arriving at the right
media mix

Twitter: @gtmtwt
W a medium...
hy


Each medium has some inherent capabilities







TV - a-v/active - emotional/demo
Press - high ...
W a mix...
hy




Extend the reach beyond a single medium
Highly fragmented mkts
If the brand is targeting two differen...
Quantitative...


Maximum possible reach of a medium (Max
Pos):


How does a medium fare in numeric terms
within our def...
Qualitative...


Involvement





This adds the qualitative layer and gauges not
just the numbers but also the quality...
Planning in a competitive
 Not always actionable insights but a critical
context
backdrop.



MAP- Press (monthly)
Medi...
Competitive Tracking - Press



Spends across brands on a regular basis
Spot key trends







Type of publication...
Competitive Tracking - TV



Spends across brands on a regular basis
Spot key trends






Channel mix
Terrestrial ...
Twitter: @gtmtwt
How much...
To get some jargon
into perspective:



Reach
Frequency/OTS

What is effective ?

75% @ 3+

Twitter: @gtmtwt
Frequency based weight setting

Twitter: @gtmtwt
Frequency :
‘How much is enough’
 Krugman’s three hit theory :
 1st exposure : What is it ? A cognitive (screening
out/ ...
How much is enough ?


Given the budgets:




Media wt.

Setting Effective frequency targets and
optimising reach at th...
About the estimator...




A model for arriving at an optimal frequency
level for a brand in a particular market.
Parame...
BRAND FACTORS
Brand Lifecycle

1

2

3

4

5

6

7

8

On going activity
High

Proposition

10

Established

6
8

Weights
...
Reach based weight setting

Twitter: @gtmtwt
Setting reach objectives
Goal Orientation
 This approach is a bottom-up approach, which
flows from expected sales. An ill...
Setting reach objectives
TG (Sec A/B, Rs.4000+, Women)
Sales estimate
Avg. consumption/TG HH in
campaign period
Total cons...
Setting reach objectives
Maximising Efficiency


This approach is strictly quantitative in nature,
with the primary objec...
Setting reach objectives


The point on a reach/frequency curve where
diminishing returns set in defines reach
objective....
The Recipe for a Media Plan


A closer look at the cooking...

Twitter: @gtmtwt
Defining Objectives-by TG and Task

TG :




Men for Citibank
credit cards
Youth for
Valentine’s Day

Task :




Rapid...
The Print Process ...
Defining Objectives
Plan iterations
(reach/costs)

Evaluation of vehicles

Vehicle selection
•Quanti...
The Television Process ...
The Task
Budgets
How much is enough?
Defining Objectives Reach/Freq.

How do I get there ?
Prog...
The Television Process ...
Plan construction
and iterations (reach/costs)

FINAL PLAN

Pre-plan
Deliveries

Schedule

Moni...
The Outdoor Process ...
Defining Objectives
(based on campaign, TG, markets,
budget)

Site selection
•Quantitative(size)
•...
The internet process…
Defining objectives

Defining TG

(driving traffic/visits, building awareness)

(affinity groups, us...
Beyond the numbers
The “feel” aspects …

Twitter: @gtmtwt
Qualitative factors
I . The choice of a vehicle …
Clutter
Reproduction/Reception quality
Editorial/programming environment...
Plan Iterations




Begins after selection of the final basket of
vehicles
Build in insertions/spots across vehicles
acr...
Scheduling




Sequential exposure of creative subjects
Weekend skew
Cross scheduling


Juggling subjects across publi...
Deliveries


Determine how the plan performs in the relevant
TG on quantitative parameters like






Reach% @ 1+ i.e...
Twitter: @gtmtwt
CREATIVE
MEDIA SOLUTIONS

Twitter: @gtmtwt






How do you choose from all media vehicles to
most powerfully, persuasively communicate your
brand?
How it is deli...
Start with the consumer






Not what media do to people but what people do
with media
How do consumers and channels o...
Yesterday’s prevailing rule

“If you only have a hammer,
everything looks like a nail.”

Twitter: @gtmtwt
Old Thinking Based on Two
Fallacies
1.We only make ads
2.The consumer is a stationary target for me to
hit

Twitter: @gtmt...
Hit Her Here.



Consumer

Twitter: @gtmtwt
No Response?



Consumer

Twitter: @gtmtwt
Hit Her Harder.



Consumer

Twitter: @gtmtwt
But in truth, she’s not a static
object waiting to be hit!


She’s always moving







in process of persuading hers...






There are many contact points where the
consumer and persuasive communication can
intersect.
Selling messages com...
Creative Media Use

Innovative use of a brand idea or
Inventive use of a Target Audience’s media
consumption

Twitter: @gt...
Think

the box

Twitter: @gtmtwt
In media …




Leverage the existing properties of the
medium in a refreshing way
Create new opportunities

Twitter: @gt...
SOME EXAMPLES
Twitter: @gtmtwt
Twitter: @gtmtwt
Hello to all our readers in high office.
Twitter: @gtmtwt
Twitter: @gtmtwt
Twitter: @gtmtwt
Twitter: @gtmtwt
Twitter: @gtmtwt
Twitter: @gtmtwt
Twitter: @gtmtwt



Adding value to the Branding Idea
Strategic media decisions made prior to
creative development


Early involvement w...
Twitter: @gtmtwt
MEDIA OPERATIONAL
PROCEDURES
Twitter: @gtmtwt
WORK FLOW

Twitter: @gtmtwt
PRESENT SCENARIO
Approved Media Plan
Release Orders
Material
Requisitions from Servicing for a Media estimate

Media Estim...
IDEAL
Requisition + Approved Media Plan
Media Estimate
Approved estimate + Material
Release Orders

Twitter: @gtmtwt
THANK YOU
Gautam Verma

Twitter: @gtmtwt
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What is Media Planning? Single presentation to answer all your questions!

  1. 1. MODULE ON MEDIA PLANNING Gautam Verma Twitter: @gtmtwt
  2. 2. Media Plan GRP’s & TVR’s CPRP’s COVERAGE or REACH EFFECTIVE REACH CPT’s or CPM’s FREQUENCY DISTRIBUTION CIRCULATION & READERSHIP TARGET AUDIENCE Twitter: @gtmtwt
  3. 3. So much jargon… what does it all mean ? Twitter: @gtmtwt
  4. 4. BASIC MEDIA TERMINOLOGIES Twitter: @gtmtwt
  5. 5. Target Audience  The total potential audience that we would like to communicate to    SEC SEX Age Twitter: @gtmtwt
  6. 6. SEC GRID Occupation Education Illite- School School SSC/ Some rate upto 4 yrs/ 5-9 yrs HSC Coll. but No formal not grad. schooling Unskilled Workers E2 Skilled Workers E2 Petty Traders E2 Shop Owners D Businessmen/ Industrialist With no.of emp: None D 1-9 C 10+ B1 Self Employed Prof. D Clerical/Salesmen D Supervisory level D Officers/Execs- Jun C Officers/ExecsB1 Mid/Sen. Grad/ Post Grad Gen Grad/ Post Grad Prof. E2 E1 D D E1 D D C D C C B2 D C C B1 D B2 B2 A2 D B2 B2 A2 C B2 B1 D D D C B1 B2 B2 A2 D D C C B1 B1 B1 A2 B2 C C B2 B1 A2 A2 A1 B1 B2 B2 B1 A2 A2 A1 A1 A2 B1 B1 A2 A1 A1 A1 A1 A1 B1 A2 A2 A1 Twitter: @gtmtwt
  7. 7. Reach of media (Max. Poss) Of the total audience the maximum number of people that the medium covers. Twitter: @gtmtwt
  8. 8.  Television   Press   The number of people who read any publication at least once a week. Radio   The number of people who watch television at least once a week. The number of people who listen to radio at least once a week. Cinema  The number of people who visit cinema at least once a month. Twitter: @gtmtwt
  9. 9. Media Penetration   It is the percentage of homes in a specified area and TA that own at least one TV or radio set or have a TV with a C&S connection. Different from Reach Twitter: @gtmtwt
  10. 10. Television Ratings (TVR)  The % of audience exposed to a particular programme  Peoplemeter TVRs  A time averaged % of the audience universe across a defined time period Twitter: @gtmtwt
  11. 11. Time weighted TVR... Viewer Start End A D F J B/C/E/G/H/1 8.30 8.46 8.30 8.33 - 8.40 8.50 8.35 8.58 - Total time viewed (min.) 10 4 5 25 - (Did not watch) Calculation as per the Diary Method  Reach ( 5 MIN.+ for A, F & J) : 3 / 10 x 100 = 30 TVR Calculation as per the People Meter Method  Time Weighted. TRP : 10/30 + 4/30 + 5/30 + 25/30 x 100 = 15 TVR 10 Note : The figure 30 in the numerator is the duration of the programme Twitter: @gtmtwt
  12. 12. Gross Rating Points (GRP)     A measure of gross message weight  It is a % duplicated figure A summation of all the TVRs for a particular media schedule Alternately: G RP = Re a c h x A TS O AG RP is a lwa y s a c o m p a ra tive we ig ht… by its e lf, it ha s no re le va nc e . Twitter: @gtmtwt
  13. 13. The relationship... GRP GRP=Reach X AOTS Reach% at 1+ R=GRP/AOTS AOTS A=GRP/Reach Twitter: @gtmtwt
  14. 14. Reach (%)  The net unduplicated number of people that the plan covers at least once in the defined period Twitter: @gtmtwt
  15. 15. Reach  Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period Twitter: @gtmtwt
  16. 16. Reach Definition : the percentage of the target audience who saw the commercial at least once during a given campaign period. In practice : Programme Kyunki Saas... Amanat Movie Heena News TVR Unduplicated Reach Cumulative Reach 15 15 15 7 6 21 9 7 28 4 3 31 2 1 32 37 GRPs 32% 32% Reach Twitter: @gtmtwt
  17. 17. Plan reach (%) TG = 300 Veh A 100 people Veh B 80 people 20 people read pub. A and pub. B Twitter: @gtmtwt
  18. 18. Plan Reach (%) TG = 300 Total readers = 100 Veh A 80 Dup 20 Total readers = 80 Veh B 60 Plan reach = Total (A + B) - Dup (AB) or Exclusive (A+B+C) {(100 + 80) - 20} or {80+60+20} = 160 Twitter: @gtmtwt
  19. 19. Plan reach = (160/300) x 100 = 53 % Twitter: @gtmtwt
  20. 20. Average OTS  Definition :The number of times, on average, the audience reached sees the commercial during a given period. Formula : AOTS = Total GRPs ÷ Reach GRPs = Reach x AOTS or Twitter: @gtmtwt
  21. 21.  Definition : The number of times, on average, the audience reached sees the commercial during a given period. Formula: AOTS = Total GRPs ÷ Reach or GRPs = Reach x AOTS In Practice: 37 GRPs ÷ 32% Reach = 1.16 AOTS Therefore, 32% of the target audience will see the commercial on average 1.16 times during the given period. Twitter: @gtmtwt
  22. 22. The relation between Reach & AOTS ... Twitter: @gtmtwt
  23. 23. Inversely proportional Twitter: @gtmtwt
  24. 24. Determines R each Determines AOTS W hen the duplication is lower Reach increases and AOTS decreases W hen the duplication goes up Reach decreases and AOTS increases Twitter: @gtmtwt
  25. 25. Effective Frequency   The number of times a message needs to be exposed to the TG to make it relevant The OTS that works :  The optimal OTS to be achieved within a time frame to accomplish a specified objective  The frequency estimator one such tool. Twitter: @gtmtwt
  26. 26. Effective Reach The reach at effective frequency that is needed to accomplish the specified objective Twitter: @gtmtwt
  27. 27. CPT  Cost Per Thousand :   A measure of cost effectiveness. The cost of a unit (10 secs) of a vehicle/ the total number of target audience reached by the vehicle in thousands. Twitter: @gtmtwt
  28. 28. Cost Per GRP Definition : The cost of buying one rating point. Formula : Cost ÷ GRPs = Cost per GRP Twitter: @gtmtwt
  29. 29. Cost Per GRP Definition : The cost of buying one rating point. Formula : Cost ÷ GRPs = Cost per GRP In Practice : Rs .250,000 ÷ 15 GRPs = Rs. 2174 cost per GRP Twitter: @gtmtwt
  30. 30. Quick Quiz The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. Programme Kyunki Saas... Amanat Movie Heena Meri Saheli Ramayan Ally Mc Beal Ghar Ek Mandir 1) 2) 3) 4) TVR 15 7 9 4 2 5 1 5 Unduplicated R each 15 6 7 3 2 2 1 1 37% Cumulative R each 15 21 28 31 33 35 36 37 37% What GRP’s did this campaign achieve? What is the AOTS ? What is the cost per GRP? If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been? Twitter: @gtmtwt
  31. 31. Quick Quiz - Answer 1 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. Programme Kyunki Saas... Amanat Movie Heena Meri Saheli Ramayan Ally Mc Beal Ghar Ek Mandir 1) 2) 3) 4) 48 TVR 15 7 9 4 2 5 1 5 Unduplicated R each 15 6 7 3 2 2 1 1 37% Cumulative R each 15 21 28 31 33 35 36 37 37% What GRP’s did this campaign achieve? What is the AOTS ? What is the cost per GRP? If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been? Twitter: @gtmtwt
  32. 32. Quick Quiz 15+7+9+4+2+5+1+5 =48 GRPs Twitter: @gtmtwt
  33. 33. Quick Quiz - Answer 2 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. Programme Kyunki Saas... Amanat Movie Heena Meri Saheli Ramayan Ally Mc Beal Ghar Ek Mandir 1) 2) 3) 4) 1.3 TVR 15 7 9 4 2 5 1 5 Unduplicated R each 15 6 7 3 2 2 1 1 37% Cumulative R each 15 21 28 31 33 35 36 37 37% What GRP’s did this campaign achieve? What is the AOTS ? What is the cost per GRP? If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been? Twitter: @gtmtwt
  34. 34. Quick Quiz 48/37 = 1.3 Twitter: @gtmtwt
  35. 35. Quick Quiz - Answer 3 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. Programme Kyunki Saas... Amanat Movie Heena Meri Saheli Ramayan Ally Mc Beal Ghar Ek Mandir TVR 15 7 9 4 2 5 1 5 Unduplicated Reach 15 6 7 3 2 2 1 1 37% Cumulative Reach 15 21 28 31 33 35 36 37 37% Rs. 16667 1) 2) 3) 4) What GRP’s did this campaign achieve? What is the AOTS ? What is the cost per GRP? If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been? Twitter: @gtmtwt
  36. 36. Quick Quiz Rs.800000/48 = Rs. 16667 Twitter: @gtmtwt
  37. 37. Quick Quiz - Answer 4 The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs. GRPs- 43 Reach-36% Programme Kyunki Saas... Amanat Movie Heena Meri Saheli Ramayan Ally Mc Beal Ghar Ek Mandir TVR 15 7 9 4 2 5 1 5 Unduplicated Reach Cumulative Reach 15 15 6 21 7 28 3 31 2 33 2 35 1 36 1 37 37% 37% 1) What GRP’s did this campaign achieve? 2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been? Twitter: @gtmtwt
  38. 38. Quick Quiz 48 - 5 = 43 GRPs 37 - 1 = 36% Reach Twitter: @gtmtwt
  39. 39. Channel Shares  Out of the total TV viewing universe in the specified time period what proportion of the audience has viewed the channel. Twitter: @gtmtwt
  40. 40. Cumulative Reach  The net unduplicated number of people that have viewed a channel for at least a period of 1 min within the specified time period. Twitter: @gtmtwt
  41. 41. ROS   Run on schedule. Refers to the random running of spots across the entire day RODP   Run on daypart Refers to the random running of spots within a specified time band. Twitter: @gtmtwt
  42. 42. FCT   Free commercial time It is the amount of secondage that is bought on a channel. FPC   Fixed point chart It is the time wise, day wise programming grid for a particular channel. Twitter: @gtmtwt
  43. 43. Effective Rate (ER) Used to signify the final rate/10 secs that is obtained on a channel after the buying is complete.  It is arrived after averaging out the paid and the bonus component of the deal. For eg.  Paid Value = Rs 150,000  Paid secondage = 100 secs (ie @ Rs 15,000/10 secs)  Bonus secondage = 50 secs  Total secondage = 150 sec  ER/10 secs = 150,000/15 = Rs 10,000 Twitter: @gtmtwt
  44. 44. Scheduling Burst Continuous Time Flighting Time Time Pulsing Time Twitter: @gtmtwt
  45. 45. TERMINOLOGIES IN A COMPETITIVE FRAMEW ORK Twitter: @gtmtwt
  46. 46. Share of Expenditure (SOE)     A relative media measure Brand spend in value as a % of the total advertising expenditure of the category Gives the first level of indication of the level of dominance of a brand in a certain time period. Does not take into account the duration differentiation and the buying efficiencies of the different players  Data is monitored weekly at card rates by a third party.  In our case it is Time monitoring. Twitter: @gtmtwt
  47. 47. Share of Voice (SOV)    A measure of media weight distribution Represents the brand GRP’s as a % of the total GRPs delivered by the category A m reliable m ore easure of relative weights But not sensitive to duration.  Avg. duration used should always be looked at in conjunction. Twitter: @gtmtwt
  48. 48. TERMINOLOGIES IN MARKET PRIORITISATION Twitter: @gtmtwt
  49. 49. Basic numbers...  Saliency or contribution:     A percentage number The contribution of a state / city compared to All India or Total Gives you the relative importance of a state / city w.r.t other states / cities Growth rates  A simple linear increase / decrease in sales expressed in % across two time periods Twitter: @gtmtwt
  50. 50. Indices...  A measure of per capita consumption in a particular state / city for a brand or category w.r.t defined TG dispersion in that city.  BDI (Brand Development index)   % contribution of state to total brand sales / % TG popl in that state to total TG CDI (Category Development index)  % contribution of state to total category sales / % TG popl in that state to total TG Help inter-state comparisons and relative media weight setting. Twitter: @gtmtwt
  51. 51. Mapping for prioritisation... High CDI Invest Potential Low BDI Consolidate/ Strengthen High BDI Ignore/ Spillover Maintain/ Threshold Low CDI Twitter: @gtmtwt
  52. 52. ZOOMING IN ON PRINT... Press terminologies & concepts Twitter: @gtmtwt
  53. 53. Readership  Average Issue readership    A percentage / portion of the audience who read the vehicle within the periodicity of it being published Also referred to as reach of vehicle Sole Readers  A percentage / portion of the audience who reads only a particular vehicle and nothing else Twitter: @gtmtwt
  54. 54. Cost efficiency  CPT (Cost per thousand)   Cost of a defined creative unit say 100 cc or Full Page/ the readership in thousands. CPC (Cost per copy)  Cost of a defined creative unit say 100 cc or Full Page/ the circulation in thousands. Twitter: @gtmtwt
  55. 55. Newspapers / Magazines Circulation Definitions : The number of copies each edition sells. In Practice : The Readers Digest has a circulation of 58,000 copies. Readership Definition : The total number of adult readers for each title. In Practice : The Readers Digest has a circulation of 58,000, but an average of 8.5 readers per copy. Total Readership = 8.5 x 58,000 = 493,000 Twitter: @gtmtwt
  56. 56. NET TERMINOLOGY Twitter: @gtmtwt
  57. 57. Terminology…  Uniform Resource Locator (URL)     An Internet address A means of identifying an exact location on the Internet http://www.rediff.com HTML (HyperText Mark-up Language)  The set of codes that tells the web browser how to display the page Twitter: @gtmtwt
  58. 58. Terminology…  Rich Media    Ads with Rich Media use Java, Flash, Shockwave to generate banners with animations, form submissions etc. Interaction with the user Cookie   A packet of data stored on your computer’s hard drive by a Web site The code reveals info about you (pages you’ve visited, utilities used, etc.) that can be used for targeting of ads Twitter: @gtmtwt
  59. 59. Terminology…  Hit    Impression   A hit is generated by every request made to a web server. Eg. The Inbox, Compose etc. on Hotmail are treated as different hits One display of a banner to a single viewer Page View  One download of a complete page Twitter: @gtmtwt
  60. 60. Terminology…  Unique visitors  The number of unique individuals who visit a site within a specific period of time Twitter: @gtmtwt
  61. 61. WHILE PLANNING QUESTION YOURSELF…. Twitter: @gtmtwt
  62. 62. 1.W hat is the marketing/ sales objective?      hold current users change user profile grab users from competition expand category ie.new users get current users to use more Twitter: @gtmtwt
  63. 63. 2.W hat is the objective behind the current burst ? Specific sales objectives (if measurable)  Brand task - Introduce, Maintain, Stimulate, Reposition, Re-launch Twitter: @gtmtwt
  64. 64. 3.W is the role of advertising ? hat Increase awareness (measurable), generate trials etc.  Will impact coverage, continuity, dominance, frequency objectives in the plan Twitter: @gtmtwt
  65. 65. 4.W hich are the focus markets? Mkt. wise sales salience over at least 4 data points (by quarter)  Helps in market prioritisation and relative media weight allocation Twitter: @gtmtwt
  66. 66. 5.W is the competitive set ? hat What are their regional pockets of strength ?   Helps us look at the media in the context of the overall marketing plan to counter competition How is the category moving - growths, rural vs urban etc. ? Twitter: @gtmtwt
  67. 67. 6.W is the brand's distribution status by hat geography, compared to the competition & category ?  Can lead to a decision to delay media break in a mkt due to below -threshold distribution Twitter: @gtmtwt
  68. 68. 7.W are we talking to ? ho   Demographics Psychographics Twitter: @gtmtwt
  69. 69. 8.W here are current users coming from ? (if not a new brand) TG definition & geography   Can help identify the strong pockets Can impact the relative media weights for each market.  (Reach for width & frequency for depth) Twitter: @gtmtwt
  70. 70. 9.W here has been the maximum lapsing and why ? (if applicable)  Can link this to media weights given. Redefine threshold if there is a only media solution Twitter: @gtmtwt
  71. 71. 10.How much are the resources ?  Budget determined by client, allocated by agency Twitter: @gtmtwt
  72. 72. 11.Are there any special considerations that we need to bear in mind ?  Any market/category peculiarity that could impact the planning process  Client deals, below the line activities, seasonality, purchase cycle etc. Twitter: @gtmtwt
  73. 73. 12.Are there any creative size mandatories ?   Existing creatives New creatives with size restrictions Twitter: @gtmtwt
  74. 74. THE MEDIA PLANNING PROCESS Twitter: @gtmtwt
  75. 75. The Unifying:M factor... Money...Marketing...Media My Kitty Twitter: @gtmtwt
  76. 76. Now that I have it, what do I do? Four key questions: To whom Where (mkt & broad mix) How much How & When (specific) Twitter: @gtmtwt
  77. 77. To W hom... Twitter: @gtmtwt
  78. 78. To whom... Demographics  Primary vs secondary Psychographics Mediagraphics  C&S vs NC&S Twitter: @gtmtwt
  79. 79. Where - Markets... Market Prioritisation     Salience (% contribution) Growths Mkt wise share movements - competitive factors Distribution Twitter: @gtmtwt
  80. 80. How does our audience relate to his/ media environment her   W here ... Context of media Twitter: @gtmtwt
  81. 81. The juggle... Arriving at the right media mix Twitter: @gtmtwt
  82. 82. W a medium... hy  Each medium has some inherent capabilities       TV - a-v/active - emotional/demo Press - high involvement - information detail Radio - audio/passive - imagination/intimate Cinema - audio visual/unadulterated attention Outdoor - transient - announcement/localised Internet- interactive – one on one Twitter: @gtmtwt
  83. 83. W a mix... hy    Extend the reach beyond a single medium Highly fragmented mkts If the brand is targeting two different TG   different strokes for different folks Different stimuli aid in making the communication more memorable   Media multiplier Launch impact Twitter: @gtmtwt
  84. 84. Quantitative...  Maximum possible reach of a medium (Max Pos):  How does a medium fare in numeric terms within our defined audience  Eg: FM for teenagers, Women focus mags for women etc. Twitter: @gtmtwt
  85. 85. Qualitative...  Involvement    This adds the qualitative layer and gauges not just the numbers but also the quality of the interaction with a medium. Average time spent ( Heavy/ medium /light.) Context of use. Twitter: @gtmtwt
  86. 86. Planning in a competitive  Not always actionable insights but a critical context backdrop.   MAP- Press (monthly) Medialogist - TV (weekly) Twitter: @gtmtwt
  87. 87. Competitive Tracking - Press   Spends across brands on a regular basis Spot key trends       Type of publications used Periodicity (Dailies v/s Magazines) Colour v/s B&W Seasonality Specific positions English v/s language press Twitter: @gtmtwt
  88. 88. Competitive Tracking - TV   Spends across brands on a regular basis Spot key trends      Channel mix Terrestrial vs satellite focus Regional vs national focus Average duration of spot Scheduling pattern Twitter: @gtmtwt
  89. 89. Twitter: @gtmtwt
  90. 90. How much... To get some jargon into perspective:   Reach Frequency/OTS What is effective ? 75% @ 3+ Twitter: @gtmtwt
  91. 91. Frequency based weight setting Twitter: @gtmtwt
  92. 92. Frequency : ‘How much is enough’  Krugman’s three hit theory :  1st exposure : What is it ? A cognitive (screening out/ in) response  2nd exposure : What of it ? An evaluative response  3rd exposure : The true reminder  All subsequent exposures : Repeats of the 3rd exposure Twitter: @gtmtwt
  93. 93. How much is enough ?  Given the budgets:   Media wt. Setting Effective frequency targets and optimising reach at those levels The tool used: “The Effective Frequency Estimator”  Poor consumer Twitter: @gtmtwt
  94. 94. About the estimator...   A model for arriving at an optimal frequency level for a brand in a particular market. Parameters used    Brand (Awareness) related The media/market environment Communication factors Twitter: @gtmtwt
  95. 95. BRAND FACTORS Brand Lifecycle 1 2 3 4 5 6 7 8 On going activity High Proposition 10 Established 6 8 Weights Relatively New 10 10 7 5 Launch 10 10 6 5 New 7 Freq. Low 10 Marketing Objective Maintaining MS Involvement 10 Increasing MS Established brand Activity 9 8 10 Low 10 5 MARKET/MEDIA FACTORS Recent Support High 10 Competitve activity Low 7 High 7 5 Media market ClutterLow 7 High 7 5 Low 3 10 Market Support High Market Status MS high MS low 0 Brand Health/ MS TOMA>1.0 TOMA<1.0 0 Fav. Brand >1.0 Fav. Brand <1.0 0 Non peak Peak 0 New 10 5 Complex 4 5 Behaviour 2 10 Non-Persuasive 7 5 Seasonality 3 COMMUNICATION FACTORS Ad Lifecycle Established 10 Message complexity Simple 4 Role of Ad Attitude Ad message Persuasive Size of Ad Long 1 Short 1 5 No. of executions Single 1 Multiple 1 5 6.3 100 OPERATING FREQUENCY 2 7 Twitter: @gtmtwt
  96. 96. Reach based weight setting Twitter: @gtmtwt
  97. 97. Setting reach objectives Goal Orientation  This approach is a bottom-up approach, which flows from expected sales. An illustration : Twitter: @gtmtwt
  98. 98. Setting reach objectives TG (Sec A/B, Rs.4000+, Women) Sales estimate Avg. consumption/TG HH in campaign period Total consuming TG HH (2) / (3) =20,00,000 =100 Tons =250 gms Conversion ratio = 40% = 4,00,000 (20% of TG) (Awareness to Trial possible measure) Therefore reach (4) / (5) = 50% of TG Twitter: @gtmtwt
  99. 99. Setting reach objectives Maximising Efficiency  This approach is strictly quantitative in nature, with the primary objective of maximising efficiency. It can be applied only when effective frequency objectives have been set. Twitter: @gtmtwt
  100. 100. Setting reach objectives  The point on a reach/frequency curve where diminishing returns set in defines reach objective. 3+ 80% 4+ 5+ Reach % GRPs / Cost Twitter: @gtmtwt
  101. 101. The Recipe for a Media Plan  A closer look at the cooking... Twitter: @gtmtwt
  102. 102. Defining Objectives-by TG and Task TG :   Men for Citibank credit cards Youth for Valentine’s Day Task :   Rapid Reach build up to induce trial Higher frequency at threshold Reach for repeat purchase Twitter: @gtmtwt
  103. 103. The Print Process ... Defining Objectives Plan iterations (reach/costs) Evaluation of vehicles Vehicle selection •Quantitative •Qualitative FINAL PLAN Deliveries Schedule Twitter: @gtmtwt
  104. 104. The Television Process ... The Task Budgets How much is enough? Defining Objectives Reach/Freq. How do I get there ? Programme selection Twitter: @gtmtwt
  105. 105. The Television Process ... Plan construction and iterations (reach/costs) FINAL PLAN Pre-plan Deliveries Schedule Monitoring Post plan deliveries Twitter: @gtmtwt
  106. 106. The Outdoor Process ... Defining Objectives (based on campaign, TG, markets, budget) Site selection •Quantitative(size) •Qualitative(location) Site monitoring Site operation(Painting, vinyl) Twitter: @gtmtwt
  107. 107. The internet process… Defining objectives Defining TG (driving traffic/visits, building awareness) (affinity groups, usage data) Choosing a model (banners, sponsorships/branding, email marketing, referrals, keyword searches, contests) Targetting options (by country, city, time, day, demographics, content, geographic location) Evaluating a plan (Site centric / user centric) Twitter: @gtmtwt
  108. 108. Beyond the numbers The “feel” aspects … Twitter: @gtmtwt
  109. 109. Qualitative factors I . The choice of a vehicle … Clutter Reproduction/Reception quality Editorial/programming environment   TOI v/s Midday Star Plus v/s MTV Flexibility of publication/TV channel II. Treatm of the vehicle… ent  Supplements v/ Main issue s  Spots v/ Sponsorships s  Page position/ break position Twitter: @gtmtwt
  110. 110. Plan Iterations   Begins after selection of the final basket of vehicles Build in insertions/spots across vehicles across markets while keeping in mind      Media objectives Period of activity Cost efficiencies Creative considerations, i.e. subjects to be exposed, sizes/durations End product – FINAL PLAN Twitter: @gtmtwt
  111. 111. Scheduling    Sequential exposure of creative subjects Weekend skew Cross scheduling  Juggling subjects across publications/channels keeping in mind  Duplication  Nature of vehicle Twitter: @gtmtwt
  112. 112. Deliveries  Determine how the plan performs in the relevant TG on quantitative parameters like     Reach% @ 1+ i.e., how many people in our TG got to see the ad at least once Reach% @ 3+ i.e., how many people in our TG got to see the ad three times or more AOTS i.e., the average no. of exposures that my ad gets in the TG. Measurable through Media Xpress Twitter: @gtmtwt
  113. 113. Twitter: @gtmtwt
  114. 114. CREATIVE MEDIA SOLUTIONS Twitter: @gtmtwt
  115. 115.    How do you choose from all media vehicles to most powerfully, persuasively communicate your brand? How it is delivered will add value to the Idea. Magic applies as much to media selection as to creative development. Twitter: @gtmtwt
  116. 116. Start with the consumer    Not what media do to people but what people do with media How do consumers and channels of communications interact? “We should understand better than anyone else how people consume communications”. Twitter: @gtmtwt
  117. 117. Yesterday’s prevailing rule “If you only have a hammer, everything looks like a nail.” Twitter: @gtmtwt
  118. 118. Old Thinking Based on Two Fallacies 1.We only make ads 2.The consumer is a stationary target for me to hit Twitter: @gtmtwt
  119. 119. Hit Her Here.  Consumer Twitter: @gtmtwt
  120. 120. No Response?  Consumer Twitter: @gtmtwt
  121. 121. Hit Her Harder.  Consumer Twitter: @gtmtwt
  122. 122. But in truth, she’s not a static object waiting to be hit!  She’s always moving     in process of persuading herself full of communication opportunities requires many different messages along the way Twitter: @gtmtwt
  123. 123.    There are many contact points where the consumer and persuasive communication can intersect. Selling messages communicated via a variety of channels creates greater synergy and Multiplies the power of the persuasion Twitter: @gtmtwt
  124. 124. Creative Media Use Innovative use of a brand idea or Inventive use of a Target Audience’s media consumption Twitter: @gtmtwt
  125. 125. Think the box Twitter: @gtmtwt
  126. 126. In media …   Leverage the existing properties of the medium in a refreshing way Create new opportunities Twitter: @gtmtwt
  127. 127. SOME EXAMPLES Twitter: @gtmtwt
  128. 128. Twitter: @gtmtwt
  129. 129. Hello to all our readers in high office. Twitter: @gtmtwt
  130. 130. Twitter: @gtmtwt
  131. 131. Twitter: @gtmtwt
  132. 132. Twitter: @gtmtwt
  133. 133. Twitter: @gtmtwt
  134. 134. Twitter: @gtmtwt
  135. 135. Twitter: @gtmtwt
  136. 136.   Adding value to the Branding Idea Strategic media decisions made prior to creative development  Early involvement with creative teams Free Your Mind!!! Twitter: @gtmtwt
  137. 137. Twitter: @gtmtwt
  138. 138. MEDIA OPERATIONAL PROCEDURES Twitter: @gtmtwt
  139. 139. WORK FLOW Twitter: @gtmtwt
  140. 140. PRESENT SCENARIO Approved Media Plan Release Orders Material Requisitions from Servicing for a Media estimate Media Estimate Approved Estimate from Client Twitter: @gtmtwt
  141. 141. IDEAL Requisition + Approved Media Plan Media Estimate Approved estimate + Material Release Orders Twitter: @gtmtwt
  142. 142. THANK YOU Gautam Verma Twitter: @gtmtwt

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