Strategic Media Planning - Part 2

7/31/2019 Strategic Media Planning - Part 2

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Of the total audience the maximum numberof people that the medium covers

Target Audience : 120 Maximum Possible to reach by Print : 80 Reach of the Plan : 70

Therefore, Reach % TG = 70/120 x 100 = 58.3%

Reach% Max Poss = 70/80 x 100 = 87.5%


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The point on a reach/frequency curve wherediminishing returns set in defines reach objective.

GRPs / Cost

Reach %

80%3+

4+

5+


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FeminaPer-page cost : Rs. 2,00,000

Number of readers in TG : 4.0 MM

CPT : Rs. 2,00,000X1,000/4.0 MM

= Rs.50

Filmfare

Per-page cost : Rs. 2,20,000

Number of readers in TG : 3.0 MM

CPT : Rs. 2,20,000X1,000/3.0

MM

= Rs.73


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Type Characteristics

Dailies Primary Medium - Quick reach, low shelf life, very expensive

Magazines Secondary Medium - Precision targeting, low reach, good shelf life,adds OTS @ low cost

Television Primary Medium - Less expensive to dailies, audience fragmentation,high clutter, quick reach, audio visual impact, genre based targetingpossible

Radio Reminder Medium audio, low cost, many players, listenership datanot robust

Outdoor Reminder Medium Good for brand recall, tactical campaigns,different choices

Internet Least wastage, behavioural targeting, less expensive, can targetniche audiences

Cinema Reminder Medium tactical use of this medium


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A relative media measureBrand spend in value as a % of the total advertising

expenditure of the category

Gives the first level of indication of the level ofdominance of a brand in a certain time period.

Does not take into account the durationdifferentiation and the buying efficiencies of the

different playersData is monitored weekly at market rates


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A measure of media weight distribution

Represents the brand GRPs as a % of the total GRPs

delivered by the category A more reliable measure of relative weights

But not sensitive to duration


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Brought out by MRUC (Media ResearchUsers Council)

Masthead method 2 rounds every year Sample size > 2.5 lakhs > 4000 Cities, Towns & Villages

Data weighted to the Census Universe


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Brought out by NRSC (National Readership StudiesCouncil)

NRSC consists of representatives from AAAI, ABC and

INS Conducted by AC Nielsen ORG MARG Masthead method Has faced flak on the authenticity of results


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Set Monitoring Unit - PM

Detector

SensorsTV

TV Tuner

Module

.

1 2

3

5

4

9

6

7 8

1211

10

VAC TT

Remote


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Who is watching?

What Time, Day and Date is the Television

being viewed ?

What Frequency/channel is being viewed ?

What is the status of the TV set ? (e.g. TV On/Off, change in channel, ..)


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Meters that capture the picture on the TVset which is later matched with thepictures collected at the master control

station


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Suppose there are 150 Diary HHs in Bangalore

30 people indicate in the diary that they watchedKaun Banega Crorepati

TRP : (30/150 )x100 = 20


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Universe : 10 people (A,B,C,D,E,F,G,H,I,J)Programme : Telecast at 8.30 - 9.00 pm

Viewer Start Time End Time Minutes Watched

A 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


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10 4 5 25

+ + +30 30 30 30 x 100 = 14

10

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


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All markets might not be of equalimportance

Want to focus on some markets forstrategic reasons

Budget constraints Therefore cover markets with the

available money on a priority basis


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The Brand Development Index (BDI) helps marketersfactor the rate of brand usage by geographic area intothe decision process

BDI = % contribution of state to total brand sales /

% TG popl in that state to total TG

The Category Development Index (CDI) is computed in

the same manner as the BDI, except it uses informationregarding the product category (as opposed to thebrand) in the numerator

CDI = % contribution of state to total category sales /

% TG popl in that state to total TG


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Low CDI

High CDI

High BDILow BDI

Invest Potential Consolidate/

Strengthen

Ignore/Spillover Maintain/Threshold


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High BDI Low BDI

High CDI High market shareGood market potential

Low market shareGood market potential

Low CDI High market share

Monitor for sales decline

Low market share

Poor market potential

High BDI and high CDI This market represents good sales potential for

the category and the brand

High BDI and low CDI The category is not selling well, but the brand is

Low BDI and high CDI The category shows high potential but the

brand is not doing well

Low BDI and low CDI Both category and the brand are doing poorly

not likely to be a good place for advertising.


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Background andsituation analysis

Discusses media options, opportunities andTarget Audience

Strategy:Selection of Media

Explains why a single medium or set ofmedia is appropriate

Flow Chart Scheduling& Budgeting

Media buyers convert objectives and select,negotiate, & contract for media space

Media Objectives &aperture opportunities

Goal or task that media can accomplishbased on aperture opportunities


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1. What proportion of the target audienceshould be exposed to our message

Reach

2. How often should the target audiencebe exposed to our message? Frequency


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3. How much total advertising is necessaryto achieve the reach and frequencyobjective? Weight (GRPs/TRPs, Gross Impressions)

4. How to schedule the advertisingcampaign?

Scheduling or Continuity- Continuous scheduling- Pulsing- Flighting


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

Pulsing

Flighting

Continuity

Strategic Media Planning - Part 2

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