Media Planning by Amit Morya

8/14/2019 Media Planning by Amit Morya

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Amit Morya


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ediaV, Newspapers, Magazines,adio, Outdoor, Onlineeadership profileiewership profile


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ReachThe total number of different persons exposed

to an ad at least once.

Effective ReachThe number of different persons exposed to an

ad at least once among its defined targetaudience

Cumulative ReachThe total number of different persons reached

at least once for an entire media schedule


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FrequencyThe number of times a person is exposed to

an ad

Effective FrequencyThe minimum number of times an ad is to be

exposed to each reached person among thedefined target audience

Average FrequencyThe average number of times a person is

exposed to the entire media schedule


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New CustomersExisting

Customers

Trial PurchaseRepeat

Purchase

BrandAwareness

BrandPersuasion

BrandReinforcement

Maximize ReachOptimize Reach& Frequency

MaximizeFrequency


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Creative Impact Persuasive ads work better

Brand Image Premium brand needs to be advertise in

premium mediaCompetitive Environment Cluttered space and high noise level


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Percentage of Sale Approach Companies peg the advertising budget

as a certain percentage of the projectedsales for that yearPayout Plan Approach Similar to percentage of sale approach;

the critical difference is a % of projectedsales of the next year and not of thesame year


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Category Average ApproachThe total sales revenue generated by

the entire category is divided by thetotal ad spend in the category to arriveat the required figure

Competitive Budgeting Approach

Ad budget benchmarked against thenearest competitor, or against a clusterof close competitors, or against thecategory leader


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Visibility Top of mind recall Preference

Brand Ad Spend

Total CategoryAd Spend

Brand Ad Exposure

Total CategoryAd Exposure

Who Prefer Brand

Total CategoryConsumers

Brand Sales

Total CategorySales

The greater the share of voice, the higher the marketshare.

* Keeping the qualitative impact of advertising constant


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Advertising Effectiveness=Share of Market

Share of Voice

mentum = % Who Buy Brand x % Who Prefer Brand x % Who R

omentum = Share of Market x Share of Mind x Share of Voice


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Demographic Profile Age, Income, Sex, Location, Language,

Social Class, Socio-economic Class,

Education level, Occupation, etc. Helps in quantifying the available and

reachable audience through media

Identify Potential Brand Contact Points

Psychographic Profile Attitude, Behavior, Lifestyle

Qualitative Aspect


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Similarly for Press, Radio and Digital medias


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TV

Press

Radio

Channel,Programs

Newspaper,Magazine

Channel,Programs

60 secs; 30secs

Full Page, HalfPage, 100 cc,

Double

Spread

60 secs; 30secs

Date, Day, Time slot

Date, Day,Position, Page

No.

Date, Day, Time slot

OutdoorBillboards,

Kiosk

40 x 40,

60x30

Location,Position,

Duration


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Matrix


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Continuous Ad exposures are scheduled evenly throughout a

given period. Suits best for Impulse purchase and FMCG items.

No seasonality factor products Flighting

Advertising exposed in a heavy burst for some timefollowed by a break. on-off-on-off

Suits best for Seasonality products. Products with

longer purchase cycle Pulsing Advertising is exposed continuously for the entire

duration at a low frequency level but reinforcedtime to time. Mix of Continuous and Flighting.


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TelevisionT(otal)RP = % age of total TV households

watching the program/Total TV households

G(ross)RP = TRP x Number of spots C(ost/)RP = Cost efficiency. Cost/GRP

Press Readership = Circulation x Average readers

per copy

Reach = % age reading the publication/Totalreadership of all publications OTS = Reach x Average frequency C(ost)PT = OTS/Cost


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Media Planning by Amit Morya

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