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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
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