Media selection & Measurement

Media Selection

• Where should we advertise?• Which media vehicles?• When during the year?• Should we concentrate our advertising?• How often should it run?• What opportunities are there to integrate our

media planning with other Promotion or Communication tools?

Relationship Between Trial, Awareness, and the Exposure Function

• For e.g. in a product trial, this exposure could be the level of brand awareness among the audience.

• Suppose the rate of product trial increases with the level of audience awareness, as shown in diagram 1(a). If the advertiser seeks a trial rate of T*, it will be necessary to achieve a brand awareness level of A*.

• The next step is to determine how many exposures of the message E*, will produce a level of audience awareness of A*.

• The effect of exposures on audience awareness depends on the exposures’ reach, frequency, and impact:

• ‘What is ‘desired number of exposures’?

Reach

Reach

• Reach is the number of different individuals or households exposed to a particular media schedule during a specified time period.

Frequency

• Frequency (F): The number of times that an average person or household is exposed to the message within the specified time period.

Impact

• Impact (I): The qualitative value of an exposure through a given medium (for e.g. a clothing product ad in a fashion magazine would have a higher impact than in Fortune magazine)

Example

• advertising budget is Rs.10,00,000 and the cost per 1,000 exposures of average quality is Rs.5.

• Means It can buy 20,00,00,000 exposures• If frequency is 10• So, Reach would be 2,00,00,000

• The relationship between reach, frequency, and impact is captured in the following concepts:

• Total number of exposures (E): This is the reach time multiplied by the average frequency i.e. E = R x F. It is also called the gross rating points (GRP).

• If a media schedule reaches 80% of homes with an average frequency of 3, then it has a media schedule GRP of: 80 x 3 = 240.

• Weighted number of exposures (WE): This is the product of the reach time, average frequency time, and average impact i.e. WE= R x F x I.

• Reach is more important when launching new products, brands, brand extensions, infrequently purchased brands, or entering an undefined target market.

• Frequency is more important where the competition is strong, high consumer resistance, or a frequent purchase cycle.

Media Mix……….???

Profile of Major Media TypesMedium Advantages Disadvantages

Newspapers Flexibility; timeliness; local; believability

Short life; small “pass-along”; reproduction

TelevisionMultiple senses; appealing; high attention; high reach

High absolute cost; clutter; fleeting exposure; less audience selectivity

Direct Mail Audience selectivity; flexibility; personalized

Relatively high cost; “junk mail” image

Radio Mass use; high selectivity; low cost

Single sense; passive; fleeting exposure

TelephoneMany users, personal touch

Relatively high cost

MagazinesHigh selectivity; high quality; credibility and prestige; long life

Long lead time; waste in circulation

Medium Advantages Disadvantages

OutdoorFlexibility; low cost; high repeat exposure; low competition

Low audience selectivity; creative limitations

Yellow PagesExcellent local coverage; high believability; wide reach; low cost

High competition; long lead time; creative limitations

InternetHigh selectivity; interactive possibilities; low relative cost

Increasing clutter

Brochures Flexibility, full control, can dramatize messages

Overproduction could lead to runaway costs

NewslettersHigh selectivity, full control, interactive opportunities, low costs

Cost can run out of control

Variables to select a media

Media planners select a media by considering the following variables:

• Target audience media habits: Radio and television are the most effective media for reaching teens, households.

• Product characteristics: Media types have different potential for demonstration, visualization, explanation, believability, and colour.

EX:Women’s clothing is best shown in colour magazines, whereas high-tech products requiring dynamic presentation such as digital cameras, printers, or cell phones are best demonstrated on television.

• Message characteristics: Information and timeliness will influence media choice.– For ex: Autodrive, Photogrphy

• Cost: Television is expensive, whereas newspaper advertising is relatively inexpensive.

Alternative Media options

Foster’s “How to Speak Australian” TV Campaign

Folgers coffee ad

Ad Line:My City that Never sleep. Wake up Folgers

eBay Campign

Tata AIG Medical insurance Ad

Jaquar ad:

Out of Home advertising or Place advertising

• Out-of-home advertising or place advertising is a broad category including many creative and unexpected forms of media to grab consumers’ attention.

• The idea is that it is easy to reach people where they work, play, and shop. Some of the OOH options include billboards, public spaces, product placement, and point of purchase.

Orient Fans ad

Public Space

Source: freshplaza.com

Source: outerglow.blogspot.com

Source: informal.ro

Point of Purchase

• There are many ways to advertise at the point of purchase (P-O-P). It includes ads on shopping carts, cart straps, aisles, and shelves, as well as promotion options such as demonstrations, live sampling, and instant coupon machines.

Johnscliffe ad

MilkyBar ad:

Evaluating Alternative Media

Product Placement

• Product placement has expanded to TV shows from movies. Now advertisers pay huge fees to make their products cameo appearances in movies and on television.

• There are two types:– Active– Passive

Passive Product Placement

– Product or signage is usually placed in the background in some scenes or song sequence of the movie.

From a Movie – A girl with a Dragon Tatoo

• Apple i-pad in Modern Family

Active Product Placement

– Product is actually used & talked by the film star in the movie

• Ex: – Koi Mil Gaya(video)

• Hero Honda• Bournvita

– Krrish• Star Plus as News Channel

– Taal,Yaaden• Coke

Selecting Specific Media

• It is basically the process involved in answering a client’s question :

“ What are the best means of reaching out and communicating to the prospective customers of my brand ?”

Selecting Specific Media

• In making the media choices, the planner must rely on measurement services that provide estimates of audience size, composition, and media cost. Audience size has several possible measures:– Circulation: The number of physical units carrying the

advertising– Audience: The number of people exposed to the vehicle– Effective audience: The number of people with target

audience characteristics exposed to the vehicle– Effective ad-exposed audience: The number of people with

target audience characteristics who actually saw the ad

Print

Readership & Circulation

• NRS - National Readership Survey• IRS - Indian Readership Survey• Product profiles - Data on product and

brand usage• ABC (Audit Bureau of Circulation) -

Circulation figures

What is the difference between 'circulation' and 'readership'?

• 'Circulation' refers to unique, individual printed copies actually sold, not just printed, by a newspaper. These numbers are measured by the ABC.

• 'Readership' refers to the number of people who read a newspaper, irrespective of whether they have bought it or not. Theoretically, therefore, readership will always be higher than circulation. Three members of your family, for instance, may read today's single copy of TOI in your home.

Urban & Rural Classification

According to the Census of India 1991, the following criteria were adopted for treating a place as urban :1. All statutory towns, i.e., all places with a municipality, corporation, cantonment board or notified town area committee, etc.

2. All other places which satisfied the following criteria :- A minimum population of 5000- At least 75% of the male working population engaged in non-

agricultural pursuits, and- A density of population of at least 400 per sq km

Urban & Rural Classification

3. Apart from these, the outgrowths of cities and towns have also been treated as urban.

All areas not identified as Urban, are classified as Rural

Claimed Readership :

No. of people who claim to have read a publication with a frequency greater than zero

The National Readership SurveyConducted by National Readership Studies Council

- Advertising Agencies Association of India- Audit Bureau of Circulations- Indian Newspaper Society

• NRS has been strictly an Urban survey• 6 NRS studies have been conducted till date. • From 1995, it was decided to make it a once in 2 years

survey• From 1997 plans are to make NRS a 6-monthly

survey and would also cover rural areas like the IRS.

General Interest Magazines - English

All India Top 8 MetrosIndex Index

Adult Popln 100 100Exposed to Press 45 54Expsd to Eng Mags 8 13

India Today 100 100The Week 21 26Sunday 16 19Frontline 16 19Outlook 9 22

India Today still the undisputed leader

Women’s Magazines - English

All India Top 8 Metros WomenIndex Index Index

Adult Popln 100 100 100Exposed to Press 45 54 32Expsd to Eng Mags 8 13 5

Femina 100 100 100Woman’s Era 80 81 94Savvy 22 30 23Society 18 23 14Cosmopolitan 13 22 9

Femina & Women’s Era are way ahead of the others

Women’s Magazines - Hindi

All India Top 8 Metros WomenIndex Index Index

Adult Popln 100 100 100Exposed to Press 45 54 32Expsd to Eng Mags 8 13 5

Grihashobha 100 100 100Sarita 56 50 45Grihalakshmi 39 38 36Meri Saheli 38 28 39Manorama 33 22 33

Grihashobha continues to lead

Ex:

• Media planners calculate the cost per 1,000 persons reached by a vehicle.

• If a full-page, ad in a weekly magazine costs Rs.2,00,000 and the magazine’s estimated readership is 30,00,000 people, the cost of exposing the ad to 1,000 persons is approximately Rs.67 [(200000/3000000) x 1000].

• The same ad in another weekly may cost Rs.70,000 but reach only 9,70,000 persons at a cost-per-thousand of Rs.72.

TV

Calculating TRP-The Diary Method

Suppose there are 150 HHs in Kanpur

30 people indicate in the diary that they watched DID

Therefore the TRP for DID : (30/150 )x100 = 20

100 people indicate that they watched the Sunday Hindi Film

Therefore the TRP for Hindi Film : (100/150)x100 = 66.6

Calculation of TRP- The Peoplemeter Method

Universe : 10 people (A,B,C,D,E,F,G,H,I,J)Program : EK HAJARO MAI MERI BAHENA HAI telecast at 8.30 - 9.00 pmDuration : 30 minutesViewership Viewer Start Time End Time Minutes WatchedA 8:30 8:40 10B DNW - -C DNW - -D 8:46 8:50 4E DNW - -F 8:30 8:35 5G DNW - -H DNW - -I DNW - -J 8:33 8:58 25

Calculating TRP Method:

TRP of EHMMBH :

10 4 5 25+ + +

30 30 30 30 x 100 = 15

10

The corresponding TRP under Diary Method : (4/10)x100 = 40

Radio

Radio Audience Measurement

DIARY METHOD FOR RAM• Around the world, the most common type of radio listening

diary runs for one week, and is filled in by one person. • Usually there's one page opening for each day, with quarter-

hour units down the page, and one column for each station. • When there aren't very many radio stations in the area being

surveyed - less than about 10 stations - the station name is usually printed at the head of each column.

• To indicate listening to a station during most of one quarter hour, the respondent just ticks box for one station (choosing the appropriate column) on one quarter-hour (choosing the appropriate row on the page).

• When there are many radio stations in the area, a common method is to use a system that was first developed in Canada.

• Each diary comes with a set of stickers, and each sticker has a station name on it.

• If it's a 7-day diary, there are 7 stickers for each station in the area. When the interviewer is explaining the diary to the respondent, she (the interviewer) asks him (the respondent) which radio stations he normally listens to, finds the stickers for those stations, and sticks them in the blank column headings for each day of the diary.

• The respondent is asked, if he listens to any other stations during the week, to stick the sticker for that station at the head of a spare column.

Media Timing and Allocation

• Macro-scheduling– The macro-scheduling issue involves scheduling

the advertising in relationship to seasons and the business cycle.

– Ex:

suppose 70% of a product’s sales occur between June and September. The firm can vary its advertising expenditures to follow the seasonal pattern, to oppose the seasonal pattern, or to be constant throughout the year.

• Micro-scheduling– The micro-scheduling problem calls for allocating

advertising expenditures within a short period to get the maximum benefit.

– For example:• The firm decides to buy 30 radio spots in the month of

September.

• Buyer turnover which is the rate at which new buyers enter the market (the higher this rate, the more continuous the advertising should be).

• Purchase frequency is the number of times during the period that the average buyer buys the product (the higher the purchase frequency, the more continuous the advertising should be).

• The forgetting rate is the rate at which the buyer forgets the brand (the higher the forgetting rate, the more continuous the advertising should be).

• In launching a new product, the advertiser must choose among continuity, concentration, flighting, and pulsing.– Continuity means exposures appear evenly

throughout a given period. This form of advertising is used in expanding market situations, with frequently purchased items, and in tightly defined buyer categories.

– Ex: Salt, Soap, Detergent Powder etc.

– Concentration calls for spending all the advertising money in a single period. This makes sense for products with one selling season or related holiday.

– Ex:During Festival & seasonal

– Flighting calls for advertising for a period, followed by a period with no advertising, followed by a second period of advertising activity. It is useful when there is limited funding, the purchase cycle is relatively infrequent, or items are seasonal.

– Ex: Rasna

• Pulsing draws on the strength of continuous advertising and flights to create a compromise scheduling strategy. Those who favour pulsing think that the audience will learn the message more thoroughly, and at a lower cost to the firm.

• Ex: Pepsi, coke, Deodorants

Activity

• In an effort to market an online gaming site, one tutu-wearing (a skirt worn as a costume in a ballet performance) man leapt into an Olympic pool at the 2004 Athens games. He was convicted of various counts of trespassing and creating a disturbance and was sentenced to multiple months in a prison. Some divers were apparently put off by the incident and subsequently failed to complete their dives.

• What other media could’ve been used to effectively advertise the same message?

• Thank you!!!

• The man, 31-year-old Rob Bensimhon of Montreal, jumped off the pool's diving board strangely clad and with an ad for an Internet casino stenciled on his chest.

• Bensimhon was subsequently sentenced to five months in jail. While on trial, he denied having performed the stunt for money, saying that he "didn't think what he did was so serious." He claimed that he had wanted to honor Greek marathon runner Spyros Louis, who won the gold medal in the first modern Olympics, held in 1896.

• After working with other industry circulation audit firms throughout the past 13 years of my daily newspaper career, it is refreshing to see CVC is so customer-friendly, informative and supportive of the publications your company audits."

• Jason Sethre Fillmore County Journal

• If advertisers know what they're buying, it's a lot easier to keep them satisfied, based on their expectations. The audit lets the advertiser know exactly who the reader is, and that's the most important thing."

• Rick WamreAdvocate Publishing

• Find out examples of campaigns that failed b’coz of lack of pre-launch research. what went wrong in that cases?