Media planning_unit_III

SYLLABUS
Unit - III
Media planning: Information Sources and analysis-
marketing sources, Creative sources & Media
sources- Setting Media Objectives: Audience
objective & Distribution Objective.
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EXPECTED OUTCOMES
∇ Students will be able to understand about the
various Information Sources and analysis-
marketing sources.
∇ Students will be able to remember various
Media Objectives related to media planning.
∇ Students will be able to choose Creative
sources for successful delivery of
advertisements.
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INTRODUCTION
∇ The mass media acts as vehicle through which
hours of entertainment and information flows to
the public. They represent a part of our culture
where it reflects our society. If not possible, they
are very difficult to pay no attention to.
Television (free, cable, or pay), Newspapers,
Films, Online media are those media groups that
communicate to people.
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INFORMATION SOURCES
∇ The sources where the informations can be
collected in order to plan marketing campaign
and produce advertisements.
∇ Eg: Public, Research agencies, Marketing
agencies, Other media vehicles, Ratings and
surveys etc.
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MEDIA VEHICLES
∇ It is the specific carrier in a media category.
For Eg : Newspaper is a medium and under this
is the Pioneer, Mathrubhumi, Malayala
Manorama, Dhinathanthi Etc.
∇ Media vehicle is the actual carrier of
advertisement in various category of media. In
Radio we have Various private FM radio
stations, AIR and for T.V. media we have Star,
Zee TV, Sun TV, Asianet etc. as media vehicles.
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SOURCES OF MEDIA RESEARCH
∇ Audit Bureau of Circulations (ABC)
∇ The Indian Readership Survey (IRS)
∇ BAR-O-meters
∇ Broadcast Audience Research Council (BARC)
∇ Neilson Clear decision (NCD for Print):
∇ Research and analysis of Media (RAM)
∇ ComScore Digital
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AUDIT BUREAU OF CIRCULATIONS (ABC)*
∇ Its an independent nonprofit auditing organization formed in
1914 .
∇ Advertisers, advertising agencies, and newspaper publishers,
web sites that sell advertising space, and all types of
magazines are members in this organization
∇ *Circulation figures that are checked and certified by an
independent body are an important tool and critical to the
advertising business community.
∇ *The Bureau issues ABC certificates every six months to those
publisher members whose circulation figures confirm to the
rules and regulations as set out by it.
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*Source: Media Planning and Buying , TYBMM SEM V, Revised syllabus 2017-18, Edition II By: Dr Hanif Lakdawala haniflakdawala@gmail.com

THE INDIAN READERSHIP SURVEY (IRS)*
∇ The largest continuous readership research study in the world
∇ IRS collects a broad range of demographic information and
provides wide coverage of consumer and other product
categories
∇ IRS is conducted by MRUC (Media Research Users Council) and
RSCI (Readership Studies Council of India.
∇ Bring together the readership information from a cross-section
of individuals, in great detail, so as to present a true and
balanced picture of their readership behavior.
∇ Also Collects information on television and cinema viewing
habits, radio listening habits and Internet usage.
snkb@nasc2020*Source: Media Planning and Buying , TYBMM SEM V, Revised syllabus 2017-18, Edition II By: Dr Hanif Lakdawala haniflakdawala@gmail.com

BROADCAST AUDIENCE RESEARCH COUNCIL (BARC)*
∇ An industry body, to design, commission, supervise
and own an accurate, reliable and timely television
audience measurement system for India.
∇ Together brings the Three key stakeholders in
television audience measurement - broadcasters,
advertisers, and advertising and media agencies
∇ Time shifted viewing: Metrics of programs that are
recorded and viewed later.
∇ Simulcast viewing: Details of programs broadcast
simultaneously on more than one channels
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*Source : Media Planningand Buying, TYBMM SEM V, Revisedsyllabus2017-18, Edition II By: Dr Hanif Lakdawala haniflakdawala@gmail.com

RESEARCH AND ANALYSIS OF MEDIA (RAM)*
∇ RAM is an international media research
company working with online surveys and
analysis of advertising and editorial content for
media companies, media consultants and
advertisers worldwide
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MEDIA SOURCES
∇ A media source is any resource that serves as a means
of communicating to a general, public audience. These
sources are important because the medium in which we
receive a message shapes the message.
∇ For example, television is a kind of visual media. The
combination of pictures and words often evoke an
emotional response from viewers.
∇ Television viewers typically remember how a news story
made them feel, rather than the details of the story. On
the other hand, readers are much more likely to
remember the details of a news story when they've read
an article in the newspaper.
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MEDIA OBJECTIVE
∇ Media objectives explains what you want the
media plan to get done. Mainly there are 5
important media objectives that a advertiser or
a media planner has to consider –
∇ Reach
∇ Continuity
∇ Frequency
∇ Cost and weight
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∇ Reach - Reach refers to the number of people that will be
exposed to a media vehicle at least once during a given period
of time.
∇ Frequency - Frequency refers to the average number of times
an individual within target audience is exposed to a media
vehicle during a given period of time.
∇ Continuity - It refers to the pattern of advertisements in a media
schedule.
∇ Continuous, Pulsating, & Discontinuous.
∇ Cost - It refers to the cost of different media
∇ Weight - Weight refers to total advertising required during a
particular period
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SETTING MEDIA OBJECTIVES
∇ Media objective draw rounds what the media
plan is expected to bring about.
∇ Media selection is at the strategy level;
objectives deal only with what is to be done.
E.g. For getting national coverage of a
particular product the media having national
coverage can be used for advertising.
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Five elements in media objective statements:
A. Target audience
B. Reach
C. Frequency
D. Message weight
E. Message distribution

TARGET AUDIENCE
“WHOM TO REACH”
∇ The media planner first examines their market
plans and advertising plans
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REACH
∇ Reach indicates a percentage of target
audience who is exposed at least once in a
given period to a particular media vehicle
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FREQUENCY
∇ Frequency means the number of times the
receiver is out in the open to a media vehicle. It
is important because recurrence is the key to
memory.
∇
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MESSAGE WEIGHT
∇ The entire size of the audience for a set of
advertisement or an entire campaign that is
designed by the media planner.
∇ Advertising impression or OTS(Opportunity to see)
∇ Gross Impressions
∇ Gross Rating Points (GRPs) and Gross Viewership per thousand
(GVT)
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WHY SET “MEDIA OBJECTIVES” ?
∇ Connection: the right media with the intended target audience.
∇ Reach and Geography: which areas do you want to cover,
national, regional, local or a combination?
∇ Timing: “When is the best time to place a message before the
target audience?” Timing decisions relate to factors such as
seasonality, holidays, days of the week, and time of day.
∇ Frequency and Duration: How long to advertise? The length
depends on a number of factors: the advertising budget; target
audience use cycles (the time between purchase and
repurchase); and competitors advertising campaigns.
∇ Size, duration and position of ad: what has greater stopping
power gets the message across the best and is affordable for
the duration we need?
snkb@nasc2020*Source: Media Planning and Buying , TYBMM SEM V, Revised syllabus 2017-18, Edition II By: Dr Hanif Lakdawala haniflakdawala@gmail.com

DISTRIBUTION OBJECTIVES
∇ Distribution objectives define where, when, and
how often advertising should appear. To answer
these questions, a media planner must
understand.
∇ Media planners analyze the cost efficiency of
each medium using Cost per thousand (CPM) &
cost per rating point (CPRP)
∇ Audience size & Recency planning.
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∇ Recency theory refers to the belief that
advertisements and promotions are most effective
when they air immediately prior to the time of
decision, and that the influence of ad exposure
diminishes with time. Exposure to fast food ads,
∇ For example, is optimal when it occurs just before
dinnertime, and exposure to movie ads is best just
prior to the movie release.
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MCQS / ASSESSMENT
♣ Multiple Choice Questions Link will be
shared in Quizziz.com/Google Forms
Model Question :
1. Media strategy describes how the advertiser will achieve
the stated
a) Media Objectives
b) Media Planning
c) Media Buying
d) Media Credibility
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SUMMARY
∇ The mass media acts as an infotainment
medium
∇ Newspapers, Films, Online media are those
media groups that communicate to people.
∇ Media source is any resource that serves as a
means of communicating to a general, public
audience.
∇ Media planners analyze the cost efficiency of
each medium using (CPM) & (CPRP)
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POINTS TO REMEMBER
∇ Media vehicle is the actual carrier of advertisement
in various category of media.
∇ Important information sources are Audit Bureau of
Circulations (ABC), The Indian Readership Survey
(IRS, Broadcast Audience Research Council
(BARC), Research and analysis of Media (RAM).
∇ The entire size of the audience for a set of
advertisement or an entire campaign that is designed
by the media planner is called as media weight
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SOURCE FOR REFERENCE
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1.Media Planning and Buying, Revised syllabus 2017-18 ,
Edition II By: Dr Hanif Lakdawala
2. https://sproutsocial.com/insights/reach-vs-impressions/
3. https://www.bionic-ads.com/2016/03/reach-frequency-
ratings-grps-impressions-cpp-and-cpm-in-advertising/
4. https://www.youtube.com/watch?v=OReZdwCwdaY
5. https://www.beet.tv/2019/03/jessica-hogue-2.html

INTRODUCTION OF NEXT SESSION
∇ Developing Media strategy
∇ Main components of media strategy
∇ Media Environment
∇ Calculating cost efficiency in media planning
∇ Testing the media plans.
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Thank You
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SANKARANARAYANAN K. B
ASST. PROFESSOR
DEPARTMENT OF VISUAL COMMUNICATION
NEHRU ARTS AND SCIENCE COLLEGE(Autonomous)
COIMBATORE
Mail Id: nascsankaranarayanan@nehrucolleges.com

Media planning_unit_III

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