basic media concepts
TRANSCRIPT
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Understanding Media
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Setting the lingo...
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Basic Terminology
Media/Medium- The various categories of
delivery systems, including broadcast andprint media.
Media Vehicle- The specific messagecarrier, such as the Times of India orKSBKBT
Broadcast Media - Either radio or televisionnetwork or local station broadcasts.
Print Media - Publications such as newspapers,magazines, direct mail, outdoor, and the like.
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Basic Terminology
Coverage- The potential audience that mightreceive the message through the the vehicle.
Also referred to as MPR (Maximum possible reach) &
penetration
Reach- The actual number of individual audiencemembers reached at least once by the vehicle
Represented as a % of TG or in 000s
Readership, viewership, listnership, TRP are equivalent
terms - context defines meaning
Frequency/OTS- The number of times the
receiver is exposed to vehicle in a specific time
period
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What is Media Planning
Excel Sheet
Numbers
Jargon
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Consists of two principle
components
1) Strategy
2) Objective
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Media Strategy
Decisionson how the mediaobjectives can be attained
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Media Objectives
Goalsto be attained by the mediastrategy and program
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Media Planning
A series of
decisions (strategy)
involving the
delivery of messages (Objective)
to audiences
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Media Planning -
A path to solve the Marketing
Problems like...
To increase market-share
Or to launch a product
Change some behaviour
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Flows from Marketing Strategy
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Media Use Decision
Print
Media Use Decision
Broadcast
Media Use Decision
Other Media
Creative Strategy Plan
The Planning Process
Setting Media Objectives
Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Marketing Strategy PlanSituation Analysis
Evaluate Performance
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What are the elements of
Media Strategy?
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Ideally, one should
Reach all markets
Reach all the prospects
Maximize reach and frequency All year coverage
Long duration commercials and Full Pages
Even the richest of clients will not have the money to do it !
Media strategy is the art of achieving a balance of the
above tasks of advertising media
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Media Strategy
Decisionson how the mediaobjectives can be attained
A decision process of optimisingoutcomes subject to constraints
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Target Audience
Environment
Market
Message
Budget
Media Strategy
Key Constraints of Media
Strategy
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Target Audience
Environment
Market
Message
Budget
Media Strategy
Budget...
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Budget
Target AudienceTarget Audience
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
It is the starting point
Affects all the variables of the mediastrategy
There is no ideal media plan,
a clear indication of budget will setthe media planner to think better
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Impact of budget
Variable ImpactMedia Mix How many media vehicles can be used
Reach What proportion of the TG can be reached
Frequency The number of repeat exposures possible
Coverage Number of markets that can be reached
Schedule How often in the time period can one bepresent in media
Target AudienceTarget Audience
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
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What will the budget allow?
Population excluding target market
Target market
Media coverage
Media overexposure
Coverage
Exceeding
Market
Partial
Market
Coverage
Full
Market
Coverage
Target
Market
Proportion
Target Audience Coverage
Target AudienceTarget Audience
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
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Consider
What is the possible budget - a guesstimate
Hoe much more can we go beyond budget?
Should 2 plans with varying budgets or
strategies be presented - if so what can bebudgets?
And, which of the other variables of strategy can
we rationalise - Markets, TG?
Target AudienceTarget Audience
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
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Target Audience
Environment
Market
Message
Budget
Media Strategy
Target Audience...
T t A diT t A di
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Target Audience Definition
Define demographically
Age
MHI
SEC
Pop Strata
Psychographically
Mindset
Attitudes
Behaviour
Target AudienceTarget Audience
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
}}
NRS, IRS
3D, TGI
Target A dienceTarget Audience
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Impact on Strategy
Define demographically
Age
MHI
SEC
Pop Strata
Psychographically
Mindset
Attitudes
Behaviour
Target AudienceTarget Audience
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
} Media mix
Vehicle mix (program,
Page position, content
type, message
environment)
Coverage Achievable
Frequency required
Cost
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DEMOGRAPHICS
Attitudes differ
and hence
Brand preference
All SEC As are not the same!
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Audience Segments
Understand
Attitudes and thus their impact on brand choice
Design Promos that have an Attitude Match
Measure Change brought out by communication
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To summariseConformerConservative
More Religious/Spiritual than others
Follows organised routineNot image conscious
Not very self confident
Not a leader
Is risk averse
Dissatisfied with many things in life
Not well informed
More old-fashionedFeels women should stay at home
The Aspirer
Image Conscious
Keeps up with latest fashions
FlashyImpulsive spender
Tries out new products
Not very health conscious
Not a leader, averse to responsibilities
Does not plan/worry about the future
Friends more important than family
Swayed easily by friends
The ProgressivesExtrovert, socialFashionable
Health ConsciousSatisfied in different aspects of lifeFamily more important than friendsForward lookingAspiringNot swayed by discounts/offersDoes not try out new productsWorries about the future
Likes nature
The ProvidersPlans aheadNot very westernised
LeaderNot impulsiveNot superficialProgressiveFamily manBrand LoyalWell plannedDoes not worry about the future
Well dressed
23%19%
39% 19%
Target AudienceTarget Audience
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Related concepts
Gross Reach
Net Reach Avg. OTS
Effective Reach
Effective Frequency
Target AudienceTarget Audience
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Gross Reach, Net Reach,Avg. OTS
Cine Blitz (1) Femina (1)
20,00020,000 30,000
Gross Reach in numbers = 90,000
Net Reach (Unduplicated) = 40,000 + 50,000 - 20,000
= 70,000
Avg. OTS = 90,000 / 70,000
= 1.29
gg
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Duplication
Target AudienceTarget Audience
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Net Reach
It is equal to the total number of individuals reached. Iteliminates duplication
gg
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Avg. OTS: Avg. Opportunities To See
Equals Gross Reach in numbers divided by Net ReachReach in numbers
OTS = Gross Reach (000s)Net Reach (000s)
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Effective Frequency
Number of times an individual needs to beexposed to a communication in a fixed time
frame for him to react in a desired way
Example : Effective frequency of 5+ meansreaching an individual at least 5 times
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Effective Reach
% of Target Audience who have been reachedat least Effective Frequency number of times
Example : If 50% have been reached at least 5
times, then 50% is the Effective Reachat 5+
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Typical Reach Distribution
0
10
20
30
40
50
60
70
80
90
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+
Reach%
frequency
Effective frequency
Effective Reach
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Reach vs Frequency
Demographic variables
young - less freq. Vs. Old - more freq.
Which of these factors are (or are both) more
important?
Reach -important for launch
Frequency for conversions, maintenance
Psychographic
Experimenters - less frequency
Tradional outlook - more frequency
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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TG Factors Important
to Determining Frequency
Brand history
Brand share
Brand loyalty
Purchase cycles
Usage cycle
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Consider...
Is TG definition in line with your definition for
creative
While for creative we look at a person, in
media it is in numbers + the person
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
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Media Weight
Advertising Awareness
Brand AwarenessBrand Benefit
Brand Value
Sales
AdvertisingResponse
0
20
40
60
80
100
0
1
2
3
4
5
6
7
8
9
10
OTS
Awareness
The Communication Model
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4 KEY ELEMENTS
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30
20
10
0
250
0
GRPs
1years
Advertisingawareness
Typical Awareness Data
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Base Level
Sales drop back
to base level after
advertising stops
Time: 1 Year
Awareness
Advertising Base Sales
% claiming to have seen
this brand advertised
recently even when there
has been no advertising
for some time.
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Build
Time: 1 Year
Awareness
Advertising Base Sales
Effect builds
during advertising
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Build
Size of build depends on amount of advertising!
Therefore consider build per GRP or per 100 GRPs.
Millward Browns Awareness Index is extra awareness per 100 GRPs.
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Awareness and sales effects
Comparison Between Sales Effects and Awareness Index
Excluding New News
R2= 0.75
.00
.20
.40
.60
.80
1.00
1.20
1.40
1.60
1.80
2.00
.00 .50 1.00 1.50 2.00
Awareness Index within brand
Sal
esIndexwithinbrand
All ads
Fitted line
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Decay
Time: 1 Year
Awareness
Advertising Base Sales
Awareness drops back
to base level after
advertising stops
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Multi media Effect
The conclusions of Multiplying the Media Effect are:
not only can one medium communicate ideas additional to
those derived from seeing another
one medium can also affect and enrich what is understood
from a subsequent exposure to another medium
Greater strength can be added to a mixed-media campaign
by encouraging this process through creative links
The current approach
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The current approachSet Communications
Goals/Targets
Identify BrandsResponsiveness to
Advertising
AdResponse
Identify Channels to
Reach Goals and
Targets
AdSelect
Set Budget Given
Goals, Channels and
Responsiveness
AdBudget*
Allocate Budget
Among Channels AdMix
Assess/Compare
Plan Options
AdMind*
Campaign
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Target Audience
Environment
Market
Message
Budget
Media Strategy
Market...
Target AudienceTarget Audience
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Market Considerations
How has the selection been done?
Only top markets or potential too
Has it been done in a scientific manner?
Is the distribution okay in these markets?
If it is a launch, look at realistic roll-out dates
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Impact on Strategy
Local Options
E.g. Daily Press
FM radio
Regional Options
E.g. Sun TV
Other media
Outdoor
Multi market
media
Star Plus
National media
??
Which mix willproduce the
OPTIMUM
solution
Most of the
mediaplanners
time is spent
in this
process
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Related concepts
BDI
CDI
CPRP
CPT
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Percentage of brand sales inthat market to total Indian sales
Percentage of total Indianpopulation in that market
BDI = X 100
BDI - Brand Development Index
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Percentage of product categorysales in that market to total Indian
category sales
Percentage of total Indianpopulation in that market
CDI = X 100
CDI - Category Development Index
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Brand and CategoryTarget AudienceTarget Audience
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Brand and CategoryAnalysis
High market share
Good market
potential
High market share
Monitor for sales
decline
Low market share
Good market
potentialHig
hCDI
LowC
DI
Low market share
Poor market
potential
High BDI Low BDI
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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CPRP - Cost per rating point
Medium Vehicle TRP Rate CPRP
(reach%) (Rs) (Rs)
Star Plus KSBKBT 12 300000 2500
Audience : FemalesMarket : BombayDuration : 30
CPRP - cost of reaching 1% of the TG in the given market
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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CPT/CPM - Cost per Thousand
Related to CPRP
It is the sum of money required to reach 1000individuals in the TG in a given market
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
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Target Audience
Environment
Market
Message
Budget
Media Strategy
Message...
Target AudienceTarget Audience
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The mediumEnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Medium as the vehicle - the coverage
Medium as the medium - the characteristics
Medium as the message - the imagery
The medium chosen communicates inabove three ways
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Medium as the medium
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Television Characteristics
Advantages
Mass coverage
High reach
Impact of sight, sound,and motion
High prestige
Low cost per exposure
Attention getting
Favorable mage
Disadvantages
Low selectivity
Short message life
High absolute cost High production costs
Clutter
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Radio Characteristics
Advantages
Local coverage
Low cost
High frequency
Flexible
Low production costs
Well-segmented
audiences (the future!)
Disadvantages
Audio only
Clutter
Low attention getting
Fleeting message
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Magazines Characteristics
Advantages
Segmentation potential
Quality reproduction High information
content
Longevity
Multiple readers
Disadvantages
Long lead time for ad
placement Visual only
Lack of flexibility
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Newspapers Characteristics
Advantages High coverage
Low cost
Short lead time for
placing ads Ads can placed in
interest sections
Timely (current ads)
Reader controls
exposure Can be used for
coupons
Disadvantages Short life
Clutter
Low attention-getting
capabilities Poor reproduction
quality
Selective readerexposure
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Outdoor Characteristics
Advantages
Location specific High resolution
Easily noticed
Disadvantages
Short exposure timerequires short ad
Poor image
Local restrictions
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Internet / Interactive Media
Target AudienceTarget Audience
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Internet / Interactive MediaCharacteristics
Advantages
User selects product
information
User attention andinvolvement
Interactive relationship
Direct selling potential
Flexible message Platform
Unlimited creative
capabilities
Few valid measurement
techniques
Disadvantages
Web snarl (crowded
access)
Technology limitations Limited reach
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Message or Creative FactorsTarget AudienceTarget Audience
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Message or Creative FactorsImportant to Determining
Frequency
Message complexity
Message uniqueness
New vs. continuing campaigns
Image versus product sell
Message variation
Wearout
Advertising units
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
Target AudienceTarget Audience
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Innovations
Are there any innovations?
If so are they in line with strategy? Or arethey mere gimmicks
Can the innovation communicate the brand
message?
EnvironmentEnvironment
MarketMarket
MessageMessage
BudgetBudget
Media Strategy
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Target Audience
Environment
Market
Message
Budget
Media Strategy
Environment...
TargetAudience TargetAudience
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Deals with
Medias role in the The daily life of the TG
Can it it break through all the other ad. Noisein the market
noticability is the name of the game
How can I be different from competition
Will media choice/use make this difference?
Environment Environment
Market Market
Message Message
Budget Budget
MediaStrategy
Media Factors Important toTargetAudience TargetAudience
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Media Factors Important toDetermining Frequency
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat Exposures
Environment Environment
Market Market
Message Message
Budget Budget
MediaStrategy
TargetAudience TargetAudience
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Scheduling
Is it scheduled at the right time?
Is there enough pressure/impact?-Or is it
spread out Are there adequate GRPs /burst?
Is it different from competition?
Has the consumption pattern been looked at?
E.g. morning or monthly or seasonal
Environment Environment
Market Market
Message Message
Budget Budget
MediaStrategy
TargetAudience TargetAudience
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Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Environment Environment
Market Market
Message Message
Budget Budget
MediaStrategy
TargetAudience TargetAudience
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Related Concepts
GRP
SOV
SOS
Channel Share
Environment Environment
Market Market
Message Message
Budget Budget
MediaStrategy
TargetAudience TargetAudience
Bdt Bdt
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GRP
1) Sum of TRPs for a particular plan.
2) A measure of the impact of a plan
3) Helps compare two or more plan withdifferent program compositions
Environment Environment
Market Market
Message Message
Budget Budget
MediaStrategy
TargetAudience TargetAudience
Mkt Mkt Bdt Budget
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Calculating GRP - 2
Medium Vehicle TRP GRPs
Jan Feb Mar Total
TV Program 1 30 120 120 60 300
Program 2 38 76 76 76 228
Program 3 35 140 140 140 420
TV Total 336 336 276 948
Audience : FemalesMarket : BombayDuration : 30
Environment Environment
Market Market
Message Message
Budget Budget
MediaStrategy
TargetAudience TargetAudience
Mkt Mkt Budget Budget
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SOV : Share of Voice
GRPs for a particular brand expressed as a percentage of
the GRP for the defined category
Example :
GRPs for Coke in May = 1000
GRPs for the Soft Drink Category in May = 4000
Hence SOV for Coke = 1000 / 4000
= 25%
Environment Environment
Market Market
Message Message
Budget Budget
MediaStrategy
TargetAudience TargetAudience
Market Market Budget Budget
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SOS: Share of Spends
Spends for a particular brand expressed as a percentage ofthe Spends for the defined category
Example :
Spends for Coke in May = Rs 3 Crores
Spends for the Soft Drink Category in May = Rs10 Crores
Hence SOSforCoke = 3 / 10
= 30 %
Environment Environment
Market Market
Message Message
Budget Budget
MediaStrategy
TargetAudience TargetAudience
Market Market Budget Budget
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Channel Share
It is the % of the Total TV viewing that is spent on a
channel
It is a measure of the popularity of the channel among agiven TG
Environment Environment
Market Market
Message Message
Budget Budget
MediaStrategy
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In summary
Clarity on these variables
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Target Audience
Environment
Market
Message
BudgetMedia Strategy
Clarity on these variables
FOCUSED MEDIA PLAN - Maximises ROI
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At the end of the day...
How different is your strategy from that of thecompetitor?
What can be done to bring in some difference?
Have qualitative factors been looked at?
Will it help deliver the impact?
Does it complement the creative?
AM I GETTING VALUE FOR MONEY
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Response Measures
The only way towards a better media (&
better ROI) solutions is to measure impact of
delivery and fine tune the media strategy
drop vehicles that do not work
Measuring response is the next leap that
media planning is driving towards...
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Cheers!