This document discusses the relationship between consumers, media, and advertising from the perspective of an expert in media, advertising, and consumer behavior. It makes the following key points: 1. Consumers have varying relationships with media, from casual to intense, depending on factors like their perceptions, feelings, and loyalty. This affects the effectiveness of advertising, with more intense relationships leading to greater impact. 2. Most information from advertisements is stored briefly in short-term memory, so the challenge is to transfer it to long-term memory. 3. Going beyond syndicated research, specialized proprietary research can provide deeper insights into consumer purchase behaviors, communication channel influences, and unique consumer insights to improve marketing strategies.

1. By Prof IndraniSenSIMC 22/7/11Media, Advertising & Consumer

2. Media & ConsumerConsumer usually want from mass media Information EntertainmentThe degree of intensity among consumers in evaluating media content depends on various factors, e.g.Consumer perceptionsStrong/ weak feelingsConsumer loyaltyType of consumptionPassiveActive

3. Relationship between Consumer & Media Consumer is selective in what they want to hear or see in media Varied relationship exists between consumer & media From casual to intense Linked with media contentAdvertisement is less effective if relationship is casual, more if it is intenseSports prgrammes with favourites playingReflected in ratings Smaller audience with stronger relationship are more perceptive than larger audience with a casual relationship

4. Relationship between Consumer, Media & AdvertisingMuch of information received from advertisements placed in media is stored in consumer’s short term memoryThe challenge which advertising faces is to transfer the information from short term memory to long term memoryMedia planners depend on numbers for selection of media vehicles to deliver advertising messageCan a media planner do any more?

5. Going beyond syndicated researchUnderstanding consumers purchase behaviourLinking communication channels with purchaseRole of communication channelsChannel selection

6. TriggerExperienceSearchBuyConsiderChooseConsumer Buying Cycle

7. Consumer buying process Trigger Need or problem recognitionSearch Look for alternatives or gather informationConsider Evaluation of alternativesChoose Decide which one to buyBuy Make the purchase or activate the decisionExperience Consume / use and evaluate

8. TriggerExperienceSearchBuyConsiderChooseCommunication Channels InfluenceStrength of vehicleat each stage by product categories

9. Various elements of Promotion AdvertisingPersonal selling Sales PromotionPublic RelationsDirect MarketingEvent ManagementLocal area activation

10. Integrated marketing communication TV/ RadioEventsPrintPackagingOutdoorEmerging MediaRuralConsumerOne-to-OneMerchandiseInteractivePRPromotions

11. Initiatives by Media AgenciesGoing beyond syndicated researchGroup M : Special Research & Analytics Cell: MCI

12. - Proprietary ResearchPassionPrintPathwaysConsumerVoicePassionVisualSensorySpeechMotorTouchTeenSightSpeechAuditoryMediaTrainingConsumer interrogationNewBusinessConsumer segmentation360 contact pointsAuditingQualitative effectivenessPlan optionsReal time trendsStrategyUnique consumer InsightsResearchSystemsMergers

13. Some key insightsInfluence of News paper Ads. As a TRIGGER for NEEDSkin Care CategoryRelative influence higher than TV sponsorship, Outdoor advertising, or a specialist (e.g. doctor) recommendationToilet Soap CategoryAmong Brand switchers, Relative influence higher than that of Magazine advertising or TV program sponsorships

14. Skin Care - Loyalists & SwitchersLoyalistsUpmarket25-34 yrs Usage throughout the year 63% follow regular skin care routine at homeSingle reason for use Regular visit to parlorSwitchersNot very up marketRelatively YoungUsage- Throughout the yearMultiple reasons for useSignificant pathways gap between Trigger to PurchaseLoyalists - 2 daysSwitcher - 3.5 days

15. Channel Contact PointsLoyalistsSwitchersTV - 100 TV - 100Friends/Collg - 44 Friends/Coll - 70Shops - 13 Dailies - 55Docs- 8Beautician - 36Beautician - 5 Advert.Mag - 29Advert.Mag - 3 Shops - 25 Mag Ad - 2 Insights beyond above the line media

16. Shampoo Case :Targeting WomanStill segments media at macro level.For focussed media strategy need to move beyond demographicsBrand : New in high price categoryDemographics: NRS: Single dimensional approachWomen SEC A/B: AffluentPremium category consumerNo clear skew in age

17. TGI - Target Group IndexGoing Beyond Demographics“My kitchen is the most important room in my home”“I really enjoy shopping in modern super markets”“I usually buy best known brands”“I enjoy entertaining people at home”“When I see a new brand I often buy it to see what it is like”120 attitudinal statements45 discriminating statements usingWomen : Buyers of branded spices/ curry mixSix consumer clusters

18. Sati Savitri (23L)Slippery Suzy (19L)Gharelu Geetha (21L)Family orientedDependent on othersNon experimentativeHip HopHema(31L)DashingDivyaBelieves in cash transactionsNot to stand outDo not maintain traditionsPessimists(24L)Experimentative Swayed by other people’s viewsBuys wellknown brandsFor Indian brands Keep up with latest fashionSocialiteFor WesternCultureBelieves in credit PurchaseFashion ConsciousElegant Esha (24L)No strong point of viewSpendthriftMoney : Keymotivator for careerFor western cultureSuccessfulValue SeekerHappy and ContendedFashion ConsciousWell Organised routineSocialiteFor Indian ProductsNo belief in WesternCultureNot out of home personSegmenting Beyond Demographics

19. Selecting The Core GroupsHip HopHema(31L)DashingDivya (24L)SocialiteExperimentativeSwayed by other people’s viewsBuys well known brandsFor Indian brandsKeep up with latest fashionFor WesternCultureBelieves in credit PurchaseFashion ConsciousElegant Esha (24L)SuccessfulValue SeekerHappy and ContendedFashion ConsciousWell Organised routineSocialiteFor Indian ProductsAttitude fit with category: Higher skew79L:60% of the universe

20. Attitude Towards MediaHip HopHema(31L)DashingDivya (24L)Loyal to the daily brandResponse to PromosShops through the netWatches movies in cinema hallsCant resist buying magazinesLike to watch movies on TV onlyElegant Esha (24L)High loyalty among supplementsSpends time in super marketsImplication on effective media usage

21. TV - 90%Print - 50%Radio 17%Restaurants - dinning out58%, pubs -2%Clubs - 6%Out of Home - 50%Theatre -14% Gym, Aerobic classes, jogging parks - 10-20%Art/Exhibition - 8%Direct Mail - 11%Travelling within India - By air 3 /4 star hotels- 18%Heavy HouseworkTemples

22. Analysis from syndicated data sources like NRS and TGI stops hereTMFurther insights for targeting high profit target segments

23. TMA Revolution in TargetingREACHING THE PEOPLE WHO COUNT WHILECOUNTING THE PEOPLE WE REACHLarge sample study covering 15 states, 1Lac + towns

24. Identifying the people who are most active in a product category and contribute most to brand profitUnderstanding the lives of core target groups; what they own, what they think, how they behaveUnderstanding the media habits of core target group – what & why26 product categories : 15 brands per category: >8000 sample in 15 TAM markets

25. Shampoo Case - TMUtilityCommittedCommitted3%5%PerformancePerformance50%50%DeliveryDelivery52%51%54%57%ConsiderationConsideration70%FamiliarityFamiliarity60%Committed3%2%Performance35%39%46%42%Delivery49%Consideration46%57%Familiarity53%Non FamiliarAll Women

26. Higher WeightsProfit segmentsContinuous brand associationLower weightsCommitment ComparisonsShampoos 75 95 134Tooth paste 93 94 99Soft Drinks 96 112 114Skin Cream 93 113 219

27. Media ImplicationsVehicle selection based on the target groups’ brand relationshipTask based approach on focused vehicles

28. Preferred TV GenreCommittedProfit segmentCreate AssociationFilm based countdownGame showsMythosFashionNon - FamiliarBoost AwarenessFrequency &ImpactTravel MusicComedyBusiness ShowsCurrent affairsLifestyleChat ShowsCareerScienceTravelDocumentaryWild LifeEventsCartoon

29. TV Channel LoyaltyCommittedProfit segmentCreate AssociationZee EngStar MoviesSonyNon - FamiliarBoost AwarenessFrequency &ImpactRegionalsBBCStar WorldZee MGMHBOStar WorldStar PlusDiscoveryZee TVSonyRegionalsAaj TakStar WorldHBOStar WorldZee MGMStar Movies

30. Preferred Print SectionsCommittedProfit segmentCreate AssociationSocial issuesBeautyFashionNon - FamiliarBoost AwarenessFrequency &ImpactTravelHome DécorCookingLoyalistsScience & TechEducationSocial issuesProperty/RealityFashionTV programsRole of SupplementsTravelChild careHealthAppointmentsEducationMarketing

31. The TM AdvantageMedia solutions targeted at key sources of businessTV Channel loyaltyDaypart involvementChoice viewing vs forced viewingIntensityPrint evaluation Time spentLoyalty by sectionsVehicle profileAmbient MediaOut of Home

32. TM AdvantageBrand media relationship of multiple target groupsMinimum 10%- 15% increase in productivityAttitudinal segmentation with clear differentiators which impact:media weightsmedia mix

33. Thank You