ADMAN Session VII - Media Planning (Modified)

8/10/2019 ADMAN Session VII - Media Planning (Modified)

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CHALLENGES IN MEDIA

PLANNING A marketing oriented approach in Media Planning ismore relevant now in a time of

1. Escalating Costs2. New Media Options3. Audience Fragmentation

Effective Advertising is much more than just acompelling message. It also requires the right mediato reach the right (target) audience at right time


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Role of Media Planning

It helps to answer questions such as

v What audiences do we want to reach?v When and where do we want to reach them?v How many people should we reach?

v How often do we need to reach them?v What will it cost to reach them?


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Defining Target Audience

DetermineProduct /Brand Usage

Potential

Numerical Demographic/ JudgementPsychographic

Analysis SubjectiveAppraisal

Target AudienceDefinition


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REACH

Reach is the number of people within the Universe who are exposed atleast once to the ad message through one or more of the vehicles in theMedia Plan

People do not receive media the way it is shown in a flow chartWeeks

1 2 3 4 5 6 7 8 9 10 11 12

Flow chart X X X X X X X X

Person A X X X X

Person B X X X

Person C X


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Frequency

Frequency is the average number of exposures each person in the target group will receive from the givenMedia Plan.

At a simplistic level, the task of the campaign decideswhich of the two should be given relatively moreimportance.If the task is to create awareness for a brandREACH is relatively more importantIf the task is to reassure/ retain/increase usage bycurrent consumersFREQUENCY of exposure could be relatively moreimportant


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TRADE OFF between REACH &

FREQUENCY For the same budget, one can buy more of

either reach or frequency

Ex: 50 persons 4 times on an averageor

100 persons 2 times on an average


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GROSS RATING POINTReach X Frequency = GRP

FREQUENCY DISTRIBUTIONTarget Audience: Adults 18+

No.of %Viewers Gross Rating PointExposure

0 23 0

1 26 262 20 403 12 364 8 32

5 5 256 3 187 2 148 1 8

77 199Reach =77% GRP =199 AV.Frequency =2.6


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Gross Rating Points

CONCEPT GRP is a measure of total intensity or pressure of a

media plan in a given period GRPs offer a description of total audience delivery

with out regard to duplication or repeat exposure tothe media vehicles. It is a measure of cumulativeaudience

DEFINITIONGRPs are the sum of ratings delivered by a givenlist of media vehicles.


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Gross Rating Points

METHOD

GRPs are the product of reach % * No. of Spots

Average Ratings No.of Spots GRPs

Program A 50 2 100Program B 60 3 180Program C 70 5 350

10 630


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BRAND DEVELOPMENT INDEX

(BDI)

BDI is a ratio that measures the relative sales strength of agiven brand in a specific area of the country. Theformula to calculate BDI is

% of brands total sales (All India) in thismarket

= 100 X

% of countrys total population in the market


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CATEGORY DEVELOPMENT

INDEX (CDI)

CDI express the sales potential of a particular productcategory in a specific market in the country. Theformula to calculate CDI is

% of product categorys total (All India ) sales inthe market

=100 X% of countrys total population in the market


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SCHEDULING THE MESSAGE

1) Decision about timing2) Continuity3) Size/Length &position of ads

Determining Timing

1) To reach people when they are most interested in buyingyour type of product

2) To stimulate demand during slower or off season periods3) To avoid competitors messages4) To read the people in the target audience when they are

most receptive to the medium you use.


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SCHEDULING

v Distribution of advertising weight across the campaign periodv A pattern that is influenced by a number of product & Marketrelated factors.

Key Considerations Size of Advertising Budget Product purchase cycle Seasonality /contra-seasonal efforts Level of consumer interest Role of Advertising

Competitive activity / Share of Voice Timing of special promotional events Established Vs. New Products Level of Awareness

Effective Frequency Level


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MINIMUM EFFECTIVE FREQUENCY

- The no. of times a target audience must be exposed to a particularad in a given medium to communicate the message.

- Can be arrived at by using Effective frequency Estimator.

EFFECTIVE REACH

- That % of Target Group who saw the advertising at least theeffective frequency no. of times

e.g. If Effective Frequency is 5, Effective Reach is % ofaudience exposed 5 times or more.


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While considering Media weight & delivery, in addition toreach and frequency, there are two more elements- Impact

Period of Campaign

IMPACTThe force of the delivery of message factors which contribute to impact are Colour

Size &Duration Innovations Position

PERIOD OF CAMPAIGN

The time period /Length of campaign some factors which decide period ofcampaign are

Campaign Objective (Build Brand / One off) Seasonality of product Purchase cycle


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Methods Of Scheduling

Continuity Flighting Pulsing Semi Continuous drip

Burst


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Continuity

MONTH 1 MONTH 12

WEEK 1 WEEK 52

Equal weight in every month


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Continuity

ADVANTAGES DISADVANTAGES

Goods for product Seldom affordable.involving impulsePurchases and indeterminable Does not recognizePurchase cycles carry over effect of

advertising


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FLIGHTING

(4) (6) (8)

8 WEEKS 8 WEEKS 8WEEKS Longer periods of Advertising separated by

unequal breaks

Similar Media weight in each flight


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Flighting


Good for Building Ad commercial wearoutSustaining evidence

Long hiatus between flights

Ideal for new products Competitor can advertise

And new campaigns heavily during hiatus


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Pulsing

(2) (2) (2) (2)

2 WEEKS 2WEEKS 2WEEKS 2 WEEKS

Short burst of higher advertising separated byequally short periods of lower activity

Media weight equally distributed in every burst


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Pulsing


Creates perception of Does not recognizeContinuity Carry over effectGood for brands with of advertisingLow level of brand-salienceAnd frequent purchase cycle


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BURST

(13) (13)

13 WEEKS 13 WEEKS

Long periods of advertising Equally long breaks


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BURST


Good for brands withHigh seasonality.Small budgets


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Media Buying

Vehicle SelectionEg. Channel

Programme SelectionEg. Chitrahaar, KBC

Sourcing

Negotiating

Final Media Schedule


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The Media Planning Process Based on Marketing and Advertising strategies specified :-

STEP1. Define Target Audience

2. Study competitive Advertising

3. Define Media objectives

e.g. When a leading cosmeticproduct marketer wanted toimprove its image,it set amedia objective for first 3months to use media to reach75% of all upper middle classurban women aged 25 to 49, anaverage of 5 times every month

4. Media Strategy

ACTIVITYv Qualityv Assess their media habits

v Assess competitive media strategies/ budget

v What would we like media plan toachieve? Look at Brand problem also

competitive Brand activity

v Media Selection - which media to use ?v Relative importance of each media

categoryv Scheduling strategy Determining timing Continuity

Size or length Position


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STEP5. Preparing the media plan

6. Media Plan Evaluation

Total cost= TV Cost +Press Cost + cost on

other Media

ACTIVITY

v Select Programmes /Publications (Media Vehicles )

v Allocate no.of spots/ insertionv Cost them

v TV PLAN Total GRPsv Press plan Reach and Average

OTSv OTHER MEDIA Total Reach


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7. Calculating the Cost EfficiencyCost Per Thousand = Cost of Media Unit

(CPM ) X 1000Gross impressions(No.of People belongingto T.A. reached)

Although Cost indicated here is cost for reachingmedias entire audience, cost efficiency is determined

by how much you spend to reach only your targetaudience.

CPM is only a quantitative measure. It does not takeinto account Qualitative measures or factors.

ADMAN Session VII - Media Planning (Modified)

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