media planning

MEDIA PLANNING

&

MEDIA RESEARCH

SUSHIL DESAI

PRESENTED TO

PROF. SUBBARAO

MEDIA PLANNINGMEDIA PLANNING

““Media Planning refers to a series of Media Planning refers to a series of decisions required in delivering the decisions required in delivering the

advertising message to target audience.”advertising message to target audience.”

MEDIA PLANNING PROCESS:MEDIA PLANNING PROCESS:

MARKET ANALYSIS

SET THEMEDIA

OBJECTIVES

MEDIA STRATEGY DEVELOPMENT &IMPLEMENTATION

EVALUATION &

FOLLOW-UP

Selecting Media Within ClassSelecting Media Within Class

Selecting Broad Media ClassesSelecting Broad Media Classes

Determining Media StrategyDetermining Media Strategy

Media Use Decision— Print

Media Use Decision— Print

Media Use Decision— Broadcast

Media Use Decision— Broadcast

Media Use Decision— Other Media

Media Use Decision— Other Media

Selecting Media Within ClassSelecting Media Within Class

Determining Media StrategyDetermining Media Strategy

Selecting Broad Media ClassesSelecting Broad Media Classes

Developing the Media PlanDeveloping the Media Plan

Setting Media ObjectivesSetting Media ObjectivesSetting Media ObjectivesSetting Media Objectives

Marketing Strategy PlanMarketing

Strategy PlanCreative

Strategy PlanCreative

Strategy PlanMarketing

Strategy PlanMarketing

Strategy PlanSituation Analysis

Situation Analysis

Creative Strategy Plan

Creative Strategy Plan

Situation Analysis

Situation Analysis

Evaluate PerformanceEvaluate Performance

Implement Media StrategyImplement Media Strategy

Develop Media StrategyDevelop Media Strategy

Establish Media ObjectivesEstablish Media Objectives

Analyze the MarketAnalyze the Market

Implement Media StrategyImplement Media Strategy

Develop Media StrategyDevelop Media Strategy

Establish Media ObjectivesEstablish Media Objectives

Analyze the MarketAnalyze the Market

Developing the Media PlanDeveloping the Media Plan

Measurement Problems


Lack of Information

Lack of Information

InconsistentTerms

InconsistentTerms

TimePressure

TimePressure

InconsistentTerms

InconsistentTerms

Lack of Information

Lack of Information



Media Planning DifficultiesMedia Planning Difficulties

Problemsin MediaPlanning

Problemsin MediaPlanning

5 BASIC DIMENSIONS TO BE CONSIDERED:5 BASIC DIMENSIONS TO BE CONSIDERED:

CONTINUITYCONTINUITYTAARGET MARKET DEFINITIONTAARGET MARKET DEFINITIONMEDIA TYPEMEDIA TYPEMEDIA VEHICLES & UNITSMEDIA VEHICLES & UNITSMEDIA SCHEDULINGMEDIA SCHEDULING

TargetMarket

Proportion

FullMarket

Coverage

PartialMarket

Coverage

CoverageExceeding

Market

Target Audience CoverageTarget Audience Coverage

Population excluding target marketTarget marketMedia coverageMedia overexposure

Short Message LifeShort Message Life

High Production CostHigh Production Cost

Low SelectivityLow Selectivity

High Absolute CostHigh Absolute Cost

ClutterClutter

Mass CoverageMass Coverage

High ReachHigh Reach

Impact of Sight, Sound and Motion


High PrestigeHigh Prestige

Low Cost Per ExposureLow Cost Per Exposure

Attention GettingAttention Getting

Favorable ImageFavorable Image

High Production CostHigh Production Cost

High Absolute CostHigh Absolute Cost

Short Message LifeShort Message Life

Low SelectivityLow Selectivity

Favorable ImageFavorable Image

Attention GettingAttention Getting

Low Cost Per ExposureLow Cost Per Exposure

High PrestigeHigh Prestige



High ReachHigh Reach

Mass CoverageMass Coverage

Television Pros and ConsTelevision Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages

ClutterClutter

Fleeting MessageFleeting Message

Audio OnlyAudio Only

Low Attention GettingLow Attention Getting

Local CoverageLocal Coverage

Low CostLow Cost

High FrequencyHigh Frequency

FlexibleFlexible

Low Production CostLow Production Cost

Well-segmented AudienceWell-segmented Audience


ClutterClutter

Audio OnlyAudio Only

Well-segmented AudienceWell-segmented Audience

Low Production CostLow Production Cost

FlexibleFlexible

High FrequencyHigh Frequency

Low CostLow Cost

Local CoverageLocal Coverage

Radio Pros and ConsRadio Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages

Visual OnlyVisual Only

Long Lead Time for Ad Placement


Lack of FlexibilityLack of Flexibility

Segmentation PotentialSegmentation Potential

Quality ReproductionQuality Reproduction

High Information ContentHigh Information Content

LongevityLongevity

Multiple ReadersMultiple Readers

Visual OnlyVisual Only



Multiple ReadersMultiple Readers

LongevityLongevity


Quality ReproductionQuality Reproduction

Segmentation PotentialSegmentation Potential

Magazine Pros and ConsMagazine Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages

ClutterClutter

Poor Reproduction QualityPoor Reproduction Quality

Short LifeShort Life


High CoverageHigh Coverage

Low CostLow Cost

Short Lead Time for Placing Ads


Ads Can Be Placed in Interest Sections


Timely (Current Ads)Timely (Current Ads)

Reader Controls ExposureReader Controls Exposure

Can Be Used for CouponsCan Be Used for Coupons

Selective Reader ExposureSelective Reader Exposure

Poor Reproduction QualityPoor Reproduction Quality


ClutterClutter

Short LifeShort Life

Can Be Used for CouponsCan Be Used for Coupons


Timely (Current Ads)Timely (Current Ads)





Low CostLow Cost

High CoverageHigh Coverage

Newspaper Pros and ConsNewspaper Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages

Short AdsShort Ads

Local RestrictionsLocal Restrictions

Sort Exposure TimeSort Exposure Time

Poor ImagePoor Image

Location SpecificLocation Specific

High RepetitionHigh Repetition

Easily NoticedEasily Noticed Poor ImagePoor Image

Short AdsShort Ads

Sort Exposure TimeSort Exposure Time

Easily NoticedEasily Noticed

High RepetitionHigh Repetition

Location SpecificLocation Specific

Outdoor Pros and ConsOutdoor Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages

Poor Image (Junk Mail)Poor Image (Junk Mail)

High Cost Per ContactHigh Cost Per Contact

ClutterClutter

High SelectivityHigh Selectivity



Repeat Exposure Opportunities


Poor Image (Junk Mail)Poor Image (Junk Mail)

High Cost Per ContactHigh Cost Per Contact





High SelectivityHigh Selectivity

Direct Mail Pros and ConsDirect Mail Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages

Websnarl (Crowded Access)

Websnarl (Crowded Access)

Few Valid Measurement Techniques


Limited Creative Capabilities


Technology LimitationsTechnology Limitations

Limited ReachLimited Reach

User Selects Product Information


User Attention and Involvement


Interactive RelationshipInteractive Relationship

Direct Selling PotentialDirect Selling Potential

Flexible Message PlatformFlexible Message Platform



Technology LimitationsTechnology Limitations

Web snarl (Crowded Access)

Web snarl (Crowded Access)



Flexible Message PlatformFlexible Message Platform

Direct Selling PotentialDirect Selling Potential

Interactive RelationshipInteractive Relationship





Internet Pros and ConsInternet Pros and ConsAdvantagesAdvantages DisadvantagesDisadvantages

FACTORS AFFECTING CHOICE FACTORS AFFECTING CHOICE OF MEDIAOF MEDIA

PRODUCT CHARECTERISTICSPRODUCT CHARECTERISTICSTARGET AUDIENCETARGET AUDIENCECOMPETITORS ADVERTISINGCOMPETITORS ADVERTISINGDISTRIBUTORS COVERAGEDISTRIBUTORS COVERAGEADVERTISING OBJECTIVESADVERTISING OBJECTIVESMEDIA COSTMEDIA COSTMEDIA SELECTIONMEDIA SELECTIONMEDIA CIRCULATIONMEDIA CIRCULATION

MEDIA RESTRICTIONMEDIA RESTRICTION

MEDIA FLEXIBILITYMEDIA FLEXIBILITY

MEDIA LIFEMEDIA LIFE

MEDIA SUPPORT & BENEFITMEDIA SUPPORT & BENEFIT

MEDIA AVAILABILITYMEDIA AVAILABILITY

MEDIA IMAGEMEDIA IMAGE

ADVERTISING BUDGETADVERTISING BUDGET

FACTORS AFFECTING CHOICE FACTORS AFFECTING CHOICE OF MEDIAOF MEDIA

FACTORS CONSIDERED WHILE FACTORS CONSIDERED WHILE SELECTING MEDIA MIXSELECTING MEDIA MIX

BUDGETBUDGET

COMPETITOR’S COMPETITOR’S STRATEGYSTRATEGY

FREQUENCY V/S REACHFREQUENCY V/S REACH

INCREASING INCREASING DISTRIBUTOR’S SUPPORTDISTRIBUTOR’S SUPPORT

CONTINUITYCONTINUITY

FLEXIBILITYFLEXIBILITY

FRANCHISE POSITIONFRANCHISE POSITION

STD OF ACCEPTANCE & STD OF ACCEPTANCE & CODE OF ETHICSCODE OF ETHICS

COST PER THOUSANDCOST PER THOUSAND

CREATIVE CREATIVE CONSIDERATIONCONSIDERATION

THE MEDIUM & TARGET THE MEDIUM & TARGET CONSUMER MATCHCONSUMER MATCH

LANGUAGELANGUAGE

PRESTIGE OF THE MEDIAPRESTIGE OF THE MEDIA

THE EDITORIAL THE EDITORIAL ENVIRONMENTENVIRONMENT

NATURE OF PRODUCT NATURE OF PRODUCT SERVICE & MARKETSERVICE & MARKET

AVAILABILITY OF MEDIA AVAILABILITY OF MEDIA TIME & SPACETIME & SPACE

THE DO’S & DON’TS FOR THE DO’S & DON’TS FOR EFFECTIVE MEDIA PLANNINGEFFECTIVE MEDIA PLANNING

DO- understand the clients business needs.DO- understand the clients business needs.DO- study the clients brand that requires to DO- study the clients brand that requires to be worked on.be worked on.DON’T- stereotype solutions.DON’T- stereotype solutions.DON’T-base your strategy purely on DON’T-base your strategy purely on numbers generated by various software.numbers generated by various software.DO- select the type of media making sure it DO- select the type of media making sure it will hit the target.will hit the target.DO- make sure to try maximizing visibility.DO- make sure to try maximizing visibility.

DON”T- make your schedules clash with major DON”T- make your schedules clash with major events.events.

DON”T- ever act like a “buyer”. Media buying is to DON”T- ever act like a “buyer”. Media buying is to a great extent a function of relationshipsa great extent a function of relationships

DO- make sure to take advantage of major events DO- make sure to take advantage of major events for advertising.for advertising.

DON’T- be rigid in your thinkingDON’T- be rigid in your thinking

DO- every client has a year beginning & endingDO- every client has a year beginning & ending

DON’T- always look out for CPRP& GRPS.DON’T- always look out for CPRP& GRPS.

DO- start any plan with a clear picture.DO- start any plan with a clear picture.

THE DO’S & DON’TS FOR THE DO’S & DON’TS FOR EFFECTIVE MEDIA PLANNINGEFFECTIVE MEDIA PLANNING

Media strategyMedia strategy

Step 1:Step 1:

Reviewing the marketing and advertising Reviewing the marketing and advertising situation.situation.

Marketing factors.Marketing factors. who is the competition and what do they hold?who is the competition and what do they hold? what is our marketing strategy? Our marketing what is our marketing strategy? Our marketing

objectives? objectives? what buyer problems does our product solve?what buyer problems does our product solve?

What marketing decisions have been What marketing decisions have been made about the internal marketing made about the internal marketing elements ( product, price, promotion elements ( product, price, promotion and distribution)?and distribution)?

what external environmental factors are what external environmental factors are influencing of our product?influencing of our product?

Advertising factorsAdvertising factors

What role is advertising expected to play in the What role is advertising expected to play in the stimulation of brand demand?stimulation of brand demand?

What are the advertising objectives?What are the advertising objectives?

What is the size of the advertising investment?What is the size of the advertising investment?

What is the creative strategy? What are our What is the creative strategy? What are our creative tactics?creative tactics?

Step 2: Selecting the target Step 2: Selecting the target marketmarket

Classification of target audience:Classification of target audience:

lifestyleslifestyles

Product usage.Product usage.

Age, sex group.Age, sex group.

Geographic conditions.Geographic conditions.

Step 3: Setting media Step 3: Setting media objectivesobjectives

Terminology of media objectives.Terminology of media objectives.

Reach.Reach.

Frequency.Frequency.

Continuity.Continuity.

The Difference between Reach The Difference between Reach and Frequencyand Frequency

Reach and FrequencyReach and FrequencyA. Reach of One Program

Total market audience reached

B. Reach of Two Programs

Total market audience reached

C. Duplicated Reach of Both

Total reached with both shows

D. Unduplicated Reach of Both

Total reach less duplicate

Step 4: Evaluating media Step 4: Evaluating media alternativesalternatives

Two levels of media evaluations:Two levels of media evaluations:

Media type level.Media type level.

Media vehicle level.Media vehicle level.

Comparing media vehicle Comparing media vehicle efficiencyefficiency

CPM = cost of advertising x 1000CPM = cost of advertising x 1000

total circulationtotal circulation

= Rs. 150000 x 1000 = Rs. 150000 x 1000

500000500000

Rs. 30Rs. 30

GROSS RATING POINTGROSS RATING POINT

GRP is the basic unit of the counting in GRP is the basic unit of the counting in buying television slots.buying television slots.

GRP = reach x average frequency.GRP = reach x average frequency.

How to evaluate media How to evaluate media alternatives?alternatives?

Stimulation modelsStimulation models

ADMODADMOD

MEDIACMEDIAC

ADMOD modelADMOD model

Aims to achieve cognitive changes in the Aims to achieve cognitive changes in the consumption pattern among customers.consumption pattern among customers.

Concentrates within the segment rather than the Concentrates within the segment rather than the total segment.total segment.

Product change which takes place over a period Product change which takes place over a period of time.of time.

The exposure probability of media schedule is:The exposure probability of media schedule is:

Pij=bij hjPij=bij hj

Where, Pij = probability that individual ‘i’ is Where, Pij = probability that individual ‘i’ is expected to be exposed to media option ‘j’.expected to be exposed to media option ‘j’.

Bij = probability that individual ‘i’ is exposed Bij = probability that individual ‘i’ is exposed to vehicle ‘j’ is the vehicle associated with to vehicle ‘j’ is the vehicle associated with media option ‘j’.media option ‘j’.

Hj = probability that any one exposed to Hj = probability that any one exposed to vehicle ‘j’ will be exposed to media optionvehicle ‘j’ will be exposed to media option ‘j’.‘j’.

Step 5: Media SchedulingStep 5: Media Scheduling

Media scheduling refers to preparing a Media scheduling refers to preparing a calendar or blueprint of the advertising calendar or blueprint of the advertising plan. It offers specific details regarding plan. It offers specific details regarding what media will be bought, when it will what media will be bought, when it will be purchased, and how much time or be purchased, and how much time or space will be used for each space will be used for each advertisement or commercial.advertisement or commercial.

Media scheduling involves :Media scheduling involves :

Macro scheduling - in relation to the Macro scheduling - in relation to the season and the buyers cycle.season and the buyers cycle.

Micro scheduling - allocates Micro scheduling - allocates advertising expenditure within a short advertising expenditure within a short period to obtain maximum impact.period to obtain maximum impact.

Three Scheduling MethodsThree Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

SeasonalSeasonal

Teaser set-upTeaser set-up

Step downStep down

SteadySteady

Alternate methodAlternate method

RISING FALLING ALTERNATINGLEVEL

Step 6: implementation the Step 6: implementation the media planmedia plan

Media prices.Media prices.

Contracts.Contracts.

Insertion orders.Insertion orders.

Execution media plans.Execution media plans.

Media departments of advertising Media departments of advertising agencies.agencies.

Media buying services.Media buying services.

In house media group.In house media group.

Step 7 : Evaluating the media Step 7 : Evaluating the media planplan..

To understand the relevant media environment.To understand the relevant media environment.

The target market, particularly its The target market, particularly its demographically, life-styles media habits.demographically, life-styles media habits.

The competitions media investment patterns.The competitions media investment patterns.

All the possible media alternative and their All the possible media alternative and their abilities to help fulfill the media.abilities to help fulfill the media.

Media ResearchMedia Research

Concerned with advertising reach, Concerned with advertising reach, frequency and the effectiveness of frequency and the effectiveness of different media and combination of media different media and combination of media in reaching target audience.in reaching target audience.

Role of Media ResearchRole of Media Research

Reader’s ProfileReader’s ProfileSelection of MediaSelection of MediaBooking of Time & SpaceBooking of Time & SpaceImportance to media ownersImportance to media ownersSponsorship of programmersSponsorship of programmersBenefit to AudienceBenefit to AudienceBenefit to media plannersBenefit to media plannersBenefit to Research OrganizationsBenefit to Research Organizations

Scope of Media ResearchScope of Media Research

The Reach & Circulation of different mediaThe Reach & Circulation of different mediaMeasuring impact of new mediaMeasuring impact of new mediaFinding appropriation of slots Finding appropriation of slots Understanding Consumer ProfileUnderstanding Consumer ProfileGathering information about best media buysGathering information about best media buysInnovations that will increase visibilityInnovations that will increase visibilityMedia schedulingMedia schedulingIncreasing effectiveness of ad campaignIncreasing effectiveness of ad campaignReducing wastageReducing wastageAppropriate positioningAppropriate positioning

Research MethodsResearch Methods

Measuring BroadcastMeasuring Broadcast Co-incidental MethodCo-incidental Method Roster RecallRoster Recall Diary MethodDiary Method The AudimeterThe Audimeter

Measuring PrintMeasuring Print Recent Reading MethodRecent Reading Method Reading Habit MethodReading Habit Method Through the Book Method Through the Book Method

Media Research in IndiaMedia Research in India

Research on PressResearch on Press Audit Bureau of CirculationsAudit Bureau of Circulations Press AuditsPress Audits National Readership SurveyNational Readership Survey Children’s Media SurveyChildren’s Media Survey Up market Media SurveyUp market Media Survey Decision Makers Media SurveyDecision Makers Media Survey Businessman’s Readership SurveyBusinessman’s Readership Survey

Research on TVResearch on TV Audience ResearchAudience Research Television Rating Points (TRP)Television Rating Points (TRP) TV Monitoring ReportsTV Monitoring Reports NTS – MRASNTS – MRAS TRP Clutter IndexTRP Clutter Index MRAS Ad Viewer ship StudyMRAS Ad Viewer ship Study

Radio ResearchRadio Research Reach and Coverage StudyReach and Coverage Study CBS Listener ship Survey, 1989CBS Listener ship Survey, 1989 CBS of AIRCBS of AIR

Advertisement BriefAdvertisement Brief

The client briefs the agency on what is The client briefs the agency on what is required and obtains agreement before required and obtains agreement before creative work is done. Simply put it creative work is done. Simply put it consists of what the ad is expected to consists of what the ad is expected to shoot for.shoot for.

Ingredients Of An Advertising BriefIngredients Of An Advertising Brief

Promotional objectivesPromotional objectives

BudgetBudget

Product profileProduct profile

Company profileCompany profile

Market analysis/CompetitionMarket analysis/Competition

Production plansProduction plans

Pricing policyPricing policy

Distribution plansDistribution plans

Legal aspectsLegal aspects

Any other informationAny other information

Media briefMedia brief

TeamTeam

ProductProduct

CompetitionCompetition

BudgetBudget

TimetableTimetable

Target audienceTarget audience

AreaArea

TimingTiming

Purpose of campaignPurpose of campaign

RegionalityRegionality

SeasonalitySeasonality

Creative objectivesCreative objectives

Media objectivesMedia objectives

ResearchResearch

Media budgetMedia budget

Corporate objectivesCorporate objectives

Stage in product life cycleStage in product life cycle

Competition and clutterCompetition and clutter

Market share and consumer baseMarket share and consumer base

Market share goalsMarket share goals

Advertising frequencyAdvertising frequency

Product substitutabilityProduct substitutability

Budgeting periodBudgeting period

AffordabilityAffordability

Crisis managementCrisis management

Importance of middlemenImportance of middlemen

Scope of the marketScope of the market

Quality of campaignQuality of campaign

To measure the effectiveness of the media To measure the effectiveness of the media planplan

If the media they selected reached the If the media they selected reached the designated target marketdesignated target market

If the media plan delivered the desired If the media plan delivered the desired levels of reach and frequencylevels of reach and frequency

If the media plan was efficient.If the media plan was efficient.

media planning

Documents

media plananalyze

media planning process

broad media classes

exposure low cost

contact high cost

exposure attention

ads ads

market analysis