6 Media Planning and Promotion

8/3/2019 6 Media Planning and Promotion

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What is Media? Media Medium or channel of communication to carry the message from

advertiser to prospects To bridge the gap between the producer and the end user by conveying the

message to large no of prospects

Advertiser advertising agency media consumer

Media

Establishes among viewers/listeners/readers by fulfilling their needs (ofknowledge, entertainment and information)

Apply marketing concepts to design the right product, selling it at right price, with rightdistribution channel ensuring maximum reach

Once established, can charge premium from advertisers and can use the revenue soearned for the betterment of the media itself

Advertising is very instrumental in phenomenal growth of media and vice versa

(WIN WIN) Sell space and time to advertisers and media themselves advertise their time

and space


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Types of Media?

Above the line Media where commission is charged by the advertisementagency

Below the line Media where a fixed charge is taken from client

'above-the-line' is any work done involving media where a commission is taken by anadvertising agency, and 'below-the-line' is work done for a client where a standard chargereplaces commission.

So TV advertising is 'above-the-line' since an agency would book commercial time onbehalf of a client, but placing an advert in a series of local newspapers is 'below-the-line,'

because newspapers tend to apply their own costing approach where no commission istaken by the agency i.e. instead the agency charges the client a transparentfee.


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Types of Media?

Media

Print Media Outdoor Media Transit Media Mail Media Specialty Media Motion Picture Media Sales Promotion Media Broadcast Media

News paper megazine Radio TVPOP, Trade shows,Samples, coupons

Languageclassification

Daily

Sunday

Evening

ConsumerMegazines

Industrial &Trade

TechnicalJournals

Vividh Bharti

LocalProgrammes

National Programs

FM

Networkprogram

Local Program

DD

Cable TV

New Age Media


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Media 1994 2000 2010 2020

Press 66 62 54 45

TV 17 18 20 25

Satellite/Vide 4.5 8.5 13 15

Radio 2.5 2 2 2

Cinema 1 0.5 0.5 0.5

Outdoor 1.5 7.5 7 7

Others 0.5 1.5 3.5 5.5

Pessimist

Outlays (in cr) 3000 7500 12000 20000

OptimistOutlays (in cr) 6500 10000 15000

Time Spend on various Media

tv, 8.4, 3

a, 0.3

press, 2.1

Exposure to Various Media

94

123

67 68

0

20

40

60

80

100

120

140

press tv radio cinema


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Print Media

Newspapers

Wide geographical spread

Selection for local, national, international,dailies, weeklies, language, evening, special

purpose Have shorter life


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Newspapers Advantages

Best suitable for Local advertisements Offer great Flexibility for size, position, type and time

Ads Easy to prepare, inexpensive

Wide reach and has reach to all economic classes

Used effectively for test campaigns

Disadvantages

Short life span

Quality of newspaper advertising is relatively poor compared to other medium

Not a pleasure medium and read in hurry. Most likely people may overlook

Complex difficulties in selecting the newspaper

For products targeting specific class, there is considerable waste circulation

Cluttering of ads causing ad to be buried Less control of advertiser ( printed on ROP basis)


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Print Media Magazines

Weekly, fortnightly or monthly Appeal to particular readership

Unlike newspaper, have longer life and

national flavor and also better quality Can be classified on the basis of

Size (pocket, standard, flat, large)

Readership (business, sport, womens)

Frequency

Purpose (special interest eg journals or leisurereading eg readers digest)


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Magazines Advantages

Due to high quality paper and printing technique offer good quality printing,

pictorial, gloss and color display and hence are more appealing Ads are read more carefully because of the specific interest area and longer life

Have well defined target market and hence caters to a class market rather thanmass market

Has secondary and further readership and hence kept for long

Due to better quality, gives more flexibility to experiment with colors, textures,mechanics of advertisements

Buyers are usually above average prospect

Due to the specific target readership, the ads can be created closer to the tasteof the group

Disadvantages

High cost Takes time to publish and needs planning to be done well in advance

Not suitable for the local producers or smaller businesses

Cluttering of the ads causing the ad to be overlooked

Immediate ripples are not expected


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Broadcast Media Radio

Real mass medium, personal, can listen towhen on move or doing something else

Costs 10% to the cost of TV

Mobile/portable medium

Has deeper presence in rural area

Reaches to far flung areas

Instant medium

TV is for adolescents and radio is for adults

Dieing radio made tremendous comeback inlast few years. Worldspace, digital radio, 24

hrs FM channels


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Radio Advantages

Personal medium

Covers local as well as national listeners

Vast coverage across distance, economic, social, educational barriers massmedium

Instant medium

Repeated telecast creating impact

Low cost Option for selective broadcast

Gives personal touch

Disadvantages

Too less time (10 sec)

Perishable message

Repeat telecast is required for ensuring sustainance

No visual treatment

Very challenging as there is no other aid need for great creativity

Dependent on announcer

Cluttering


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Broadcast Media TV

82% of population and 70% of area coveredby DD

61Mn satellite dish connections growing at20% every month

Use various aids (sound, pics, motion,emotion, music, special effects)

can create high impact commercial

With the presence of cable TV localcommercials are also welcomed

Reaches to large no of homogenous viewers(age group, interest, language etc)


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TV Advantages

Strong impact due to the use of motion, sound, music, emotions, colors

Cable TV allowing for local advertising

Omnipresent, part of daily routine

Homogenous group of prospects

Cost effective

Target both the end customer and distributors

Allow to demonstrate

Disadvantages Time to produce commercial and air them

Cost of production is fairly high

Time gap to purchase

Immobile medium

Highly perishable

Cost is a deciding factor

Shown back to back. Hence retention is really difficult

Taste of people vary

Statuary controls

programs vary in popularity

Variable Hardware capability


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Outdoor Media Most common and oldest advertising media

Available to any advertiser in any part of country High suburban movement and increase in peoplesmobility

Very interesting and crisp using signs or symbols Types are

Posters / Billboards Painted displays painted wall or hoarding, balloons Electric Speculators glow-signs, neo-signs

Points to be kept in mind Should be visible for as long as possible

Message should be short, simple and legible Located where the traffic is slow moving Should be alone or shall stand out Illustrative material should be bold, beautiful and colorful Angle of placement is key

Advertiser should be easily identifiable


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Outdoor Media Advantages

Have longer life and cannot be turned off or tuned out

Offers geographical selectivity Can be incorporated with details of local dealers/serviceproviders

Medium to reinforce and remind what other mediums haveshown

Frequency of exposure and quality is really good

Disadvantages Huge demand for creativity as the exposure time is very less and

need to be very short and crisp

Cluttering causing less retention and may have negative impacton ecology and environmental enthusiasts

Not suitable for niche products

Not for selective market/audience

Need to overcome blind spot to be continuously creative withnovelties


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Transit Media Involves mainly advertising on transport system

To attain high and repeated exposure

Cost effective

Similar to the outdoor media but this is mobile

Mail Media (direct advertising) Sent directly to the prospects (postcards,

booklets, leaflets, catalogues, mailers)

Efficient and effective way Offers personalized touch

Reinforces companys brand image

Not for small advertisers


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Mail Media Advantages

Selectivity

Flexibility of creativity, personalized approach

Control of quality and message

Hidden from competitors

Returns/results can be evaluated more precisely asthere is control on distribution

Disadvantages

Reliability and correctness of database

Very sensitive Cluttering and junking

Costly

No control on delivery timing


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Specialty Media Not a major medium, supplemental in nature

Calendars, diaries, business gifts, coffee mugs, keychains, T-shirts with imprints

To enhance public relations, and enhance publicizingproduct information

Advantages Readily identifiable as carry advertisers details

Long lasting providing repeated exposures and enhancedretention

Is a focused approach Disadvantages

High cost

The message delivered is fairly limited

Not suitable for special campaigns


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Motion Pictures Has the combination of motion, sound and

picture

Unlike the TV, has the captive audience withundivided attention

Could be

Theatrical shown in cinema theaters

Non theatrical need to be shown with the help

of clubs, schools, churches, lodges, companies,public displays

Has greater impact and retention


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Motion Picture Advantages

Greater impact and longer retention

Undivided attention

Flexible for selection of spectator group(language, age, interest, regional)

Also very useful for local advertising Tied-in products creating impact and close

association to stars

Disadvantages Costly affair to produce

Need time and professional expertise tocreate effective advertisement

Audience is limited


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Sales Promotion Media Can be of

POP advertising material, signs, displays, indoor commercial placed in/on/nearretail store

Stimulate impulse buying Attracts buyers and create first impression Advertisers compete for strategic place and position of

merchandise Trade shows

Bring advertisers, dealers, distributors, prospects under one roof Gives chance to display and demonstrate the product more

effectively and collect the feedbacks

Sampling Samples of the product are given to the prospects to test Costly affair Dealers/distributors may nt distribute the samples rather sell

them

Others contests, coupons,


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New Age Media Internet

Fastest growing media Able to provide lot many information required by the user

Combination of pictures, motion, audio, text, animation,discussion boxes

Fast, interactive, instant, cost effective Cluttering, perishable with each visit

Mobile Both mass and selective media

Can be personalized Fast, cost effective

Available 24 x 7

Annoying, cluttering and junking

Limited information can be provided


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Media Planning Series of decision involved in delivery of

promotional message Very imp as 85% of advertising cost is media

cost

Involves analysis of target audience and media

options and matching the both Decisive Points

Target audience

Creative strategy

Media options available

Demographics of the audience

Competition

BUDGET

Situation Analysis

Marketing Strategy

Creative Strategy


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ySize, share of MarketMethod of selling, advertDistribution practiceNature of product identification of prospects

Marketing Strategy

Mktg and distrib. StrategyMarketing mixMarketing objective

gy

Product positioningObjective of adsNo and sizeUSP

Setting Media Objective

Translate marketing objective into goals to achieve

Determining Media strategy

Translate goals into guidelines

Selecting broad media class

Determine which broad category fulfills the criteria by comparing various media

Selecting media within class

To select best media in the media class eg if magazine then which magazine?

Broadcastwhat type of sponsorship?(solo/shared)Frequency of adReach and scheduling(which days and months)

Print

No of ad to appearFrequency, position of adSpecial treatment (color,gloss)

Other

Bill board location and distribution Type of boards

MEDIA Use decision


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Broad Media Planning Process Collect useful information about the people or the market

to be reached Detailed data about geography, age group, sex, income,attitudes, interests, culture to select the media correctly

Select the medium on the basis of what can you afford

To decide upon the nature of message to be conveyed

On the basis of understanding the consumer profile and behavior Search for an ideal match between the type of media

and target market profile

To answer When ( the timing)

Which (media selection)

How (Media scheduling)

How Much (media budgeting)


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Media Planning Environmental Analysis

Media Objectives Reach Frequency Continuity

Costs Media Strategy

Target Audience Decisions Media Budgeting

Media Selection Media Scheduling Implementation of Media Plan

Evaluation/Analytical Models

k l d k


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Market analysis and target market

identification

To Whom Should We Advertise?

What Internal and External Factors May Be Operating?

Internal

Media Budget

Managerial & Administrative capabilities

Organizational Structure

External

Economy

Changing Technology

Competitive Factors

Where to Promote?


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Media objectives relate to the goals to be attained by the media

program, and as such should be limited to those that can be

accomplished through media strategies.

Such objectives are often expressed in terms of coverage, reach,

frequency, scheduling, etc.

An example of media objectives;

Create awareness in the target market through the following:

Use broadcast media to provide coverage of 80% of the target market over a

six month period Reach 60% of the target audience at least three times over the same six month

period

Concentrate heaviest advertising in winter and spring, with lighter emphasis

in summer and fall

Establishing Media Objectives


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Target Audience Coverage

Population excluding target market

Target marketMedia coverage

Media overexposure

CoverageExceeding

Market

PartialMarket

Coverage

FullMarket

Coverage

TargetMarket

Proportion


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Reach Indicates the total no of individuals exposed to a

message through a particular media over a setperiod of time Generally expressed in terms of percentage of

total no of households in a prescribed area The purpose of reach is optimal exposure Greater reach is desirable when

New product is being launched New uses of the product are introduced To improve companys brand image

No known way to determine how much reach isrequired to achieve awareness, attitude changeor enhance buying intentions


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Reach Effective reach

Budgetary constraints compel to decide between highfrequency to a smaller group or more reach at lesserfrequency

Many factors influence this decision. E.g new productwd require high reach and product whose benefitsare not very obvious will require high frequency

Effective reach represents the percentage of totalunduplicated vehicle audience reached with eachincreased exposure

There is no way to calculate the exact no ofexposures required, advertisers have settled for minof 3 and max of 10 as effective exposures (refergraph)


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F


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Frequency Refers to the no of times a receiver is exposed to the same message

through a media vehicle.

Means repetition of the same message to increase recall and promotedesire & interest

The average frequency is the average no of times a household isexposed to a message

Average frequency = total exposure/reach Effective frequency is the minimum average no of times an individual is

to be exposed to a message to become aware of it. Falls between aminimum level that creates the awareness and a maximum level thatbecomes overexposure and lead to waste and wear out

High frequency is required when Message is not very easy to remember When direct order is desired from people When competitor is using high frequency to reach to same segment of the

market When brand is not sufficiently differentiated from products and brand of

competitor When a reaction is required within a limited period of time


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Factors affecting frequency Media factors

Attentiveness

No of media used fewer media lower frequency Cluttering more frequency to break cluttering Repeat exposure eg magazines having repeat exposure requires less freq

Marketing Factors Brand loyalty Usage cycle daily use products requires higher frequency Brand history new brand require high frequency Target group ability of target group to learn and retain message Brand share higher the share, lower the frequency Competition level

Message or creative factors Image building versus product sell Message complexity

Message uniqueness New versus continuing campaigns Message variation single message requires less frequency


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GRP

Stands for Gross Rating Point

Refers to total weight of a media effort i.e.no of people who received the message

Here duplication is ignored

GRP = reach * average frequency

To determine the complete size of a mediacampaign


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Continuity

The impact of an advertisement reducesafter a period of time so it is necessary forthe advertisers to repeat the ad

Refers to the decision about the timeperiods for which the ad would run

When the consumer wd hear or see the

ad at proper time in a positive way, helpshim to remember the product for a longperiod

Wh D W Ad ti ? (S h d li )

I Whi h M di Cl Sh ld W Ad ti ?


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Target audience media usage habits

Selectivity must consider geographic and classselectivity

Lead Time the amount of time a mediumrequires before the advertisement will be run

Creative Aspects how well the mediumsupports the message appeal and style

Longevity how long the ad message will last

Cost must consider absolute and relative costs

When Do We Advertise? (Scheduling)In Which Media Classes Should We Advertise?


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Media selection considerations Cost

Competitors advertising media Customers demographics

Target market

Product Product and brand positioning

Media penetration and coverage

Advertising objectives

Media image

M di i ht th i


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Media weight theories Media campaign may have one media or mix of

more than one media

Different theories are Media concentration theory

Dominance and continuation within one medium only

Suggests that advertiser develop strength by sticking and

concentrating only one media

Media Wave theory Purchases time and space in various media from time to time

and move in and out in waves

Sacrifices continuity and build up coverage or frequency

Media dominance theory Unusually large space in one media for short period of time

After building coverage and frequency in this medium, they shiftto another medium in same fashion, again for a short period

Benefits from dominance in one medium

M di B d ti


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Media Budgeting

Process of determining how much to

spend and how to spend Treat the advertisement as an investment

rather that an expenditure

Done by the advertisement manager of thecompany but advertising agency helpthem

Media cost is the biggest expenditure inthe budget

Determining Relative Cost of Media Print


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Determining Relative Cost of Media-Print

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Cost of ad space(absolute cost)

Circulation

CPM = X 1,000

Cost per thousand (CPM)

Calculating CPM Based on the Target Audience


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Calculating CPM Based on the Target Audience


Time Newsweek

Per page cost $234,000 $210,000

Circulation 4.0 million 3.1 million

Calculation of CPM 234,000 x 1,000 210,000 x 1000

4,000,000 3,100,000

CPM $58.5 $67.74

Determining Relative Cost of Media Broadcast


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Determining Relative Cost of Media-Broadcast


CPRP =Cost of commercial time

Program rating

Cost per rating point (CPRP)

Media Scheduling


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Media Scheduling Continuous refers to a continuous pattern of advertisingthat is every day,

week, or month (food products, laundry detergents, etc.)

Flighting is a scheduling method in which there are intermittent periods of

advertising and no advertising (cadburys dairy milk)

Pulsing is actually a combination of the two previous methods, in which a

continuous schedule is used, though the amount of monies spent will varythroughout the time period (automobiles).

Blitz is intermittent strong advertising campaign that does not follow a

particular trend. To create a sudden and strong impact

Erratic does not follow any trend

Start-up or promotional concentrated at the launch of the new products


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Scheduling Methods

Continuity

Pulsing

Flighting

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

BLITZ

Fl ibili i di l i


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Flexibility in media planning

New Market threats/ opportunities

Non availability of media

Changes in media or media vehicles

New media opportunities

6 Media Planning and Promotion

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