Media BMS SIES August 20

7/30/2019 Media BMS SIES August 20

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Media & AdvertisingABHISHEKBHATTACHARYA

To effectively communicate, we must realizethat we are all different in the way we

perceive the world and use this

understanding as a guide to ourcommunication with others.

Anthony Robbins


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Media & Advertising

Contents

Marketing (in Brief)Definition, Brand, Positioning, Advertising

Media

Types of Media, Advantages, Disadvantages, Insights

Key Insights into Advertising FunctionsMedia Planning, Media Research, Media Operations


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Identify the Brand


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Identify the Brand


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Identify the Brand


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Marketingis process

ToIdentify the customer,

Reach out to the customer,

Attract the customer,

Satisfy the customer,

and

Maintain Relationship with the customer

Mar-ket-ing mrkitiNG (N)

The action or business of promoting and selling

products or services


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Elements of Brand Brief

Source: This graphic is from a book byAlina Wheeler: Designing Brand Identity
http://www.amazon.com/gp/product/0470401427/ref=pd_lpo_k2_dp_sr_1?pf_rd_p=486539851&pf_rd_s=lpo-top-stripe-1&pf_rd_t=201&pf_rd_i=0471213268&pf_rd_m=ATVPDKIKX0DER&pf_rd_r=13P15YJ7TMY2YXJT89TDhttp://www.amazon.com/gp/product/0470401427/ref=pd_lpo_k2_dp_sr_1?pf_rd_p=486539851&pf_rd_s=lpo-top-stripe-1&pf_rd_t=201&pf_rd_i=0471213268&pf_rd_m=ATVPDKIKX0DER&pf_rd_r=13P15YJ7TMY2YXJT89TD


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Market Make Up

Theor

eticalMaxim

umMarket

TheoreticalRe

alisticMarket

Theoretica

lPotentialMarke

t

Rea

lPotentialMarke

t

ActualMarke

tMarketShare

Total Population

Those with teeth

Habits and religion

Income levels

Served market

Actual shareMarketShare


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Yesteryears Advertising


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Positioning

The art of reaching consumers mind, remaining there successfully!

Task

Three stages

1. identifying a set of possible competitive advantages upon which to build a

position

2. choosing the right competitive advantages

3. selecting an overall positioning strategy

Then, effective communication fordelivery of the chosen position to

the market


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Population of INDIA is about 120 Cr

There are 28 States & 7 Union Territories74%INDIA is Rural*

Literacy rate 65%(Male 75% , Female 54%)*

Net GDP (current prices) is Rs. 73,06,990Cr (1.4 Tn USD)

49 Billionaires, who have Combined Wealth - 20% of GDP

62% INDIA is below age of 30 years

Everything has been thought of before,but the problem is to think of it again!

Johann Von Goethe

German poet

Source: Statistical Outline of India, 2008-09, *Census 2001, #Central Statistics Office - Data May 2011


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Advertising?!!What's that?

Any paid form of non-personal presentation and promotion of

ideas, goods or services through mass media such as

newspapers, magazines, television or radio by an identified

sponsor.

(Principles of Marketing: Kotler, Armstrong, Saunders and Wong)

Advertising is the activity of attracting public attention to aproduct or business, as by paid announcements in the print,

broadcast, or electronic media.


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Make a Note of it!

A recent study of brain activity has shown that humans think about300 to about a 1,000thoughts an hour

An average person has about

12,000thoughts a day

It is also discovered that a deeper thinker can have up to

50,000 thoughts a day

In fact its known that a

childis exposed to about

40,000ads a year

Source: hoomancan.com


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Normal Life Span of a Brand

12 years on average

Must be promoted at least 4 times per year

Thus, 12 x 4 = 48different dramatizations arerequired

Freshness keeps your sales staff going and yourcustomers interested


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Media

The media's the most powerful entity on earth. Theyhave the power to make the innocent guilty and tomake the guilty innocent, and that's power. Because

they control the minds of the masses.

Malcolm X


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Media Vehicle

Advantages

Broad reach within a defined market area

Reaches 57% Urban Individuals and 38% Nationally

Newspaper offers targeting capability with regional

delivery and special advertising sections

Geographic selectivity is available in small towns

Print lends Credibility i.e. Trusted by its Discerning

Audience

Marketplace for competitive price shopping

Disadvantages

Costly frequency medium

Real time dissemination of info not possible

Static Medium of Communication

Highly cluttered

Commands 44% media

advertising revenue pie

Habitual in nature, used

to Tactical sales driven

activities

Education, Real Estate,

Financial Services are

major advertisers


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Media Vehicle

Advantages

High speed of delivery and coverage


3/4th TV Home has C&S Connections

Measurability of each spot

Use of audio and visual

Ideal for Frequency & Emotive connect

Seamless brand content integration possible

Doordarshan connects a large rural audience

Disadvantages

Coverage too vast for small advertisers

Loyalty is with content not with channel

Creative / content development is Expensive

Limited Inventory

Commands 41% media


There are 520 TV

channels currently in

India

FMCG, Automobiles,

Insurance, HFL,

Telecom are major

advertisers


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Media Vehicle

Advantages

Higher shelf life then other mediums

Least expensive cost per impression

Ideal for Focused targeting

Larger then life graphics = stopping power

Increase awareness faster

Aided recall for other media

Believable copy due to visibility and tangibility

Disadvantages Cannot change copy readily

Local zoning ordinances can limit coverage

Medium Reach

Commands 6% media


Considered as a lead

medium to create impact

through frequency

Three major categories

Traditional, Transit and

Alternate media


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Media Vehicle

Advantages

High speed of delivery with modest coverage


Easily and widely available

Social listening a great opportunity to reach/ connect

with rural India

Flexible for seasonal or spot promotions

Disadvantages

Market segment without geographic consistency

Highly cluttered market in Metros

Lack of robust data (listenership)

Audio not as believable as visual

4% media advertising

revenue pie

There are 260 FM radio

stations currently in 90

cities in India

Retail, Social

Awareness,

Government are major

advertisers
http://localhost/var/www/apps/conversion/tmp/scratch_9/Workshop/Info/ring%20tone/ringtone_30_secs.mp3


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Media Vehicle

Advantages

High reach and longevity then other mediums

(in film)

Engaged and seated audience with a leisure mindset

Ideal for Focused targeting

Emotional Connect (in film)

Low cost of engagement

Disadvantages

High Cost (in film) Permanent Medium (in film)

Unable to generate high frequency

Delivering smaller audiences

On average 750 feature

films are produced in India

Acc. to Film Federation of

India there are over 13000

theaters in India

60% of these are in4 southern states

Financial Services, FMCG

extensively use In film

placement for high impact


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Media Vehicle

Advantages

Low cost and High speed of delivery

Unmatched Targeting & Re-Targeting capabilities

Personalized (Direct marketing)

Facilitates two-way communication

Emotional connect with social media

Measurable Results

Disadvantages

The competition can easily detect the newmovements and develop a quick counter strategy

May look Intrusive and create immediate

dissonance

Fastest growing medium

in India, almost doublingevery year

4th Largest Market in world.

Penetration only 7%

Interactivity takes brand

closer to Target

Automobiles, Financial

Services, Technology,

Travel are major

advertisers

Source: juxtconsult.com


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Source: Advertising Agencies Association of India - www.aaaindia.org

Key Insights into

Advertising

Functions


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Advertising Agency

Advertising agencies need to have a wide expertise inthe area of marketing and communications

Hence they employ specialists who expertise inunderstanding economic, demographic andpsychographic data

They add significant insights to this from their ownexperience and data banks



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The Parts of an Agency

Account Management:They are the face of the agency.

They meet the client regularly and ensure that the work goes out on timeand the bills are paid

Media Planning:

They ensure that the client's money is spent efficiently to get maximumefficiency from a campaign

Definition : Media planning is the process of designing a course ofaction, that shows how advertising time and space can be used, tocontribute to the achievement of marketing objectives



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The Parts of an Agency

Account Planning:

The planners come up with insights and are the 'futurologists' of theagency. They analyse markets and consumer behavior and are the oneswho write the briefs

Creative:

Probably the most important set of people. They write the ads and it istheir work that the world gets to see

Digital Studio:

Often called the DTP section, this set of people work on the finalartworks that are sent to the various publications for release



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Elements of Media Strategy

Media Reach/Frequency

WHAT? will you say to her

Target Audience

Geography

Scheduling

Creativeconsiderations

WHO?

WHERE?

WHEN?

HOW OFTEN?

is the girl you want to impress

can you meet her

is the best time to approachher

must you reach her to getresults


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Print Plan

Publ. Lang Freq Circl. Edition Size Col/BW Ins Rate Cost

A Eng Dly 50 All 400 sqc BW 4 100 400

B Hin Dly 60 All 240 sqc BW 4 150 600

C Eng Dly 40 All 800 sqc BW 4 200 800

X Ben Mnly 100 Cal FP Col 1 250 250

Y Tam Fnly 20 Mad FP Col 2 300 600

Z Tel Wkly 10 Hyd DS Col 4 200 800

Plan Total 19 3450

Rate for Newspapers is per sqcms basis. For magazines it is as per prescribed dimensions.*The above chart is for information purpose only.


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TV PlanChannel Prog Day/Time Dur Rate Spots Cost

X A Mon/2100 30 100 4 400

B Tue/2100 30 200 4 800

C Wed/2100 30 300 4 1200

Y D Thu/2100 30 400 4 1600

E Fri/2100 30 500 4 2000

F Sat/2100 30 600 4 2400

G Sun/2100 30 700 4 2800

Plan Total 28 11200

Rate for TV is per spot (10 sec each) basis.

Two types of Advertising

1 - Regular Spots

A: RODP Run on Day Part Ads displayed during the channel prime time

B: ROS Run on Spot/ Schedule Time other then prime time

2 AFP Advertisers Funded Program : Content is specially created for advertiser.

*The above chart is for information purpose only.


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Databases Used by Planners

NRS - National Readership Survey

IRS - Indian Readership Survey

Product profiles - Data on product and brand usage ABC - Circulation figures

TAM Television Audience Measurement

RAM Radio Audience Measurement

AdEx


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Some Basic Concepts


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Reach

Reach is a measurement of the size of the audience to whom

you wish to communicate

The total number of different people who have been exposedto the campaign


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Frequency

The number of times the audience gets exposed

to the campaign

Number of times an advertisement or message

may reach its prospect in a particular time frame


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CDI

Category Development Index:

Ratio of the sales of a product category to

the population of a specific area


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BDI

Brand Development Index:

Percentage of a brand's sales in a particular

area in relation to the percentage of the

country's population in that area

Eg.: If a brand has 10 percent of sales, in an area

where the 20 percent of country's people live then its

BDI in that area is 50 (10 x 100 20).

BDI indicates where significant groups of a brand's

customers live and helps direct marketing efforts


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Average Frequency/OTS

The average number of times the target

audience was exposed to the campaign


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Media weight

The product of reach and frequency is known as GRPs.

Gross Rating Point :

This is the sum of all TVRs of programmes, running in a particular

channel.

Suppose, Zee Bangla runs two programmes : Subarnolata & Keya Patar Nouka

The TVR of Subarnolata is 1.5 & that of Keya Pata is 2.5. Then the GRP is 4.0 for

Zee Bangla

GRP is a measure of the media weight delivered by a media plan


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CPRP

CPRP is the abbreviated term for Cost Per Rating Point.(aka. CPR Cost Per Rating, CPP Cost Per Point)

This is used in TV. This the cost of every rating point of a

programmeCost Per Rating is a method of comparing different media

forms by relating costs of advertising units to audience ratings

Eg.: An ad has been run in a show with a cost of Rs. 1,00,000 & the show TVR is 5.0

Then CPRP: 1,00,000/5 = 20,000


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CPM

Cost Per Mille: This is used for digital business, This isalso called "Cost Per Thousand impressions (CPT), is

where advertisers pay for exposure of their message to a

specific audience. "Per mille" means per thousand

impressions, or loads of an advertisement

EG.: The cost of running an ad in a particular website is Rs. X. The totalimpression on this website during the campaign period is Y.

CPM : (Rs. X/ Y) *1000

CPT (Print) : (Cost of Ad/ Readership IRS Figures) * 1000

Mille Rate (Print) : (Cost of Ad/ Circulation ABC Figures) * 1000


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Media Research


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SEC Classification - Urban


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SEC Classification - Rural


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Calculation of TRP- The Peoplemeter Method

Universe : 10 people (A,B,C,D,E,F,G,H,I,J)Programme : Balika Vadhu telecast at 8.00 - 9.30 pm

Duration : 30 minutes

Viewership of BV

Viewer Start Time End Time Minutes Watched

A 8:30 8:40 10

B DNW - -

C DNW - -

D 8:46 8:50 4

E DNW - -

F 8:30 8:35 5

G DNW - -

H DNW - -

I DNW - -

J 8:33 8:58 25


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Calculation of TRP- The Peoplemeter Method

TRP of BV :

10 4 5 25

+ + +30 30 30 30 x 100 = 15

10

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

S f M k i i U d di h


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Media & AdvertisingABHISHEKBHATTACHARYA

Success of Marketing is Understanding that

Every Man has Two Personalities

One, what he is

Another, what he wants/ aspires to be!

Media BMS SIES August 20

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