Media orientation Basics
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Transcript of Media orientation Basics
The Media Work Flow
Strategic Planning
Implementation Planning
Negotiations / Buying
Plan Implementation
Elements of Media Planning
Competitive Analysis
Target Audience Definition
Market Prioritization
Media Weight Setting
Media Mix Scheduling
Competitive Intelligence
Reported expenditures Competitors’ spending patterns, scheduling
strategies/tactics, geographic skews etc.
Creative executions Positioning, Complexity of message, Target
Audience,
Communication Objectives
Market intelligence Likely happenings, degree of success of past
competitive
strategies etc.
Target Audience
Issues How do we effectively define TA in media terms ? Is the TA same in all markets ? Is the TA same for theme and scheme ?
Identifying the Target Audience
Demographic variables Sex, Income, Age, SEC, Occupation, Marital Status etc.
Socio-psychographic variables Lifestyles, Attitudes etc. Product usage variables Heavy/Medium/Light or Non-users What is our source of business? Category/Competitors, Sole/Primary/Secondary/Non-users Need to address multiple segments End consumers, Decision Makers, Influencers, Buyers
Defining the Target Audience
Primary
Secondary
Infl
uenc
ers
Infl
uenc
ers
Example: Defining the TA for a Color Television brand…
Target Audience Redefined
Parameter Old TA New TA Remarks
SEC AB ABC55% increase in buying audience
Gender All Male90% of purchase decision made by
the male
Age 25+ 25+The age definition to
be retained
Old TA: As per Client Brief
The old SEC definition leaves out 27% of CTV buying population
% of All Buyers of CTV0
10
20
30
40
50
60
70
80
90
100
49
76
AB ABC
Decision Maker is Male
Parameters All Top 8M Oth 10L+ 5-10 L 1-5 L <1 Lakh
CTV owners 57042 21115 7379 5358 11193 11997
Decision makerMale 89 87 90 89 91 91Female 11 13 10 11 9 9
Clearly the purchase decision is male skewed. As one goes down Town-class the decision making gets further skewed
Decision Maker 25+ years
Parameters All Top 8M Oth 10L+ 5-10 L 1-5 L <1 Lakh
CTV owners 57042 21115 7379 5358 11193 1199715-19 0.3 0.3 0.3 0.4 0.3 0.420-24 2.2 2.3 2.4 1.9 2.4 1.825-34 17.6 18.8 17.8 15.3 16.6 17.335-44 28.2 28.8 28.1 27.8 27.8 27.745+ 51.7 49.8 51.3 54.6 52.9 52.9
Thus… The new TA definition – M, SEC ABC, 25+ years
Market Prioritization
Issues How important is each market for the brand ? How responsive is each market to media ? What are the non-media factors that influence sale
in each market ?
What do we need to do for Market Prioritization?
Look at the Distribution Look at Brand Volumes Brand/Category Development Competitive Advertising Past history of market’s performance Sales force input Local market quirks Media cost National delivery in local markets
Market Opportunity Index (MOI)
Brand Development Index (BDI)
Ratio of brand consumption intensity to population intensity
i.e . % local market brand sales
% local market population Category Development Index (CDI)
Ratio of category consumption intensity to population intensity
i.e. % local market category sales
% local market population
Market Opportunity Index (MOI)
Ratio of CDI to BDI
Using BDI, CDI & MOIStrategy
Key Priority Areas High BDI and high CDIStrong markets; invest in and build on them, minimising risk and maximising potential High BDI and low CDIMaintain current ad spend levels and react in line with competition High Potential Areas MOI > 1Opportunity areas, where category is strong, but brand is weak. Invest after looking at distribution, growth, media strengths
Media-Weight
Issues How much is enough ? How much in first week, and how much in later weeks ? How much on each advertisement if two of them run
parallel ?
Setting Media Weights
Set Effective Reach
Set Effective FreqDetermine the number ofexposures the consumer needs toget in a purchase cycle
Determine the point where costof incremental reach is exorbitant
• These are the building blocks of Media Weights• These vary by market and by brand• These could vary by Theme V/s Promo
3. Role of Media
Factors TV Dailies Magazines
Image High Low HighImpact High High HighMemorability High Low MediumInformation Low High High
Focused Targeting Medium High HighImmediacy Medium High Low
The Implementation Planning Brief
ImplementationPlanning
Channel Evaluation
Programme/ Publication Evaluation
Plan Implementation
Check for Deliveries
Post Buy Analysis
The Implementation Planning Process
Timing Objectives
Determine best time to advertiseWeeks of yearDays of weekTimes of day
Establish a scheduling pattern thatAchieves communication goalsMinimizes non-advertising periods Recognizes competitive activity
Scheduling Patterns
Continuity
Flighting
Media weight scheduled for many weeks throughout year
Intermittent, with gaps in advertising
Pulsing Continuous advtg with heavier weight in some months - flighting and continuity combined
Scheduling Patterns
Continuity
Pulsing
Flighting
Covers entire purchase cycleConstant reminder Improves media discounts
Similar to ContinuityAllows for timing deviations
Used due to budget limitationsSharp seasonal fluctuationsCompetitive advantage
Affordability
Affordability
Consumers are always buying the product
Consumers forget during non-advtg periods
Pattern Pros Cons
Terms explained Target Audience & Universe TV
o Ratingso GRPso Coverage (Reach)o Average Frequencyo Cost per GRPo CPT o Frequency Distributiono Effective Reach
Quick Quiz Print Media
Introductory Terms
TARGET AUDIENCE Definition : The demographic group that has been identified
as
the key consumer group for the brand. All
marketing/advertising activities are concentrated on
reaching/appealing to this group. For Example: Brand A’s target audience is 16-60 year old
Women.
(Market X) Brand B’s target audience is Women aged 18-40 yrs.
UNIVERSE Definition : The actual number of individuals within the
defined target audience. For Example: The 16-60 yr Women universe is 5,000,000.
(Market X) The 18-40 yrs universe is 2,750,000.
How a TV Rating is measured .......
Using People-o-meters:-Meter
Research Company
* Research company determines representative sample
* “Meters” installed
* Individual householder details recorded
* Householder “pushes button” when watching - Recorded as a viewer
* Data on-line to research company Handset
* *
Using the Diary Method :-
Research company determines representative sample Weekly diaries circulated Panel members complete diary
Instructed to complete on a daily basis Research company has no control over panel Could be completed just prior to collection Accuracy dependent upon memorizing viewing habits
Diaries collected and processed by research company
How a TV Rating is measured .......
People-o-meter vs. Diary
PEOPLE METER Based on actual viewing Push button technology
High degree of Accuracy Minute by minute GRPs
Immediate Results Ability to monitor new stations
quickly Guest Viewing Facility On-line access providing
cross tabulations Increased targeting options Reach & frequency data
DIARY Based on recalled viewing Manual self completion
Less accurate 1/4 hour GRPs
2/3 week delay in reporting results
Panel viewing only Paper access only Delay in reporting new
stations Lack of targeting options Limited reach & frequency
data
Definition : The percentage of the target audience who saw
the programme/commercial
1 rating point = 1% of the target audience.
Formula : Audience Achieved ÷ Defined Universe (x 100) = Rating
In Practice : 18-40 yrs Women watching Prog. A - 1,110,000
18-40 yrs Universe - 2,750,000
Rating - 40%
Question: If 9,00,000 Housewives saw our commercial during
programme “X” and the universe for Housewives is 36 lakhs, what
rating did we achieve?
Television Rating Point (TRP)
25
Gross Rating Points (GRP)Definition :The sum of all ratings achieved in a campaign.
(Note : GRP levels are generally measured andreported on a 4 week basis.)
In Practice : Our commercial appeared in the followingprogrammes :Programme RatingSerial 1 32Serial 2 21Movie 18Sport 24News 15
110- 110 GRPs achieved
Question: How many GRP’s would be achieved by a campaign with two spots in a movie (achieving 21% rating on one occasion
& 25% rating on the other), a spot in a serial (achieving a 18% rating) & a spot in the News (achieving 16% rating)?
80
Definition : %age of the target audience who saw
the commercial at least once during a given campaign period.
In Practice : ProgrammeSerial 1Serial 2MovieSportNews
Rating3221182415
110 GRPs
Unduplicated Reach3211974
63%
Cumulative Reach3243525963
63% Reach
Coverage (Net Reach)
Question: If we did not have the News on the above schedule, how many GRPs and what Reach would this campaign achieve?
GRPs - 95Reach - 59%
Reach:
As insertions/ spots are added to the media schedule, only the audience not previously exposed to the message are added to the reach total
Thus, once a person is counted as reached, that person is not counted again no matter how many times the person is exposed to the vehicle
To cut a long story short…Reach is always unduplicated
Definition : The number of times, on average, the audience
reached sees the commercial during a given period.
Formula : Average Frequency = Total GRPs ÷ Reach or
GRPs = Reach x Average Frequency
In Practice : 110 GRPs ÷ 63% Reach = 1.75 Average Frequency
Therefore, 63% of the target audience will see
the commercial on average 1.75 times during the
given period.
Average Frequency
Short Quiz
Question:
350 GRPs and 7.0 Av Frequency = ? % Reach 80% Reach and 5.0 Av Frequency = ? GRPs
400 GRPs and 80% Reach = ? Av Frequency 300 GRPs and 55% Reach = ? Av Frequency 350 GRPs and 60% Reach = ? Av Frequency
504005.0
5.455.83
Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per rating point
In Practice : Rs 440,000 ÷ 55 GRPs = Rs 8000 cost per rating pt.
Question: If your cost per GRP was Rs 10,000 and your budget was
Rs 12 lakhs for the month, how many GRPs would you
expect to buy?
Cost Per Rating Point (CPRP)
120
Definition : The cost of reaching 1000 individuals within the
campaign target audience.Formula : Cost
(GRPs ÷ 100) x Universe
In Practice : Rs 12,00,000 cost; 110 GRPs; 50,00,000 Universe
12,00,000 1.1 x 50,00,000
Question: Work out the CPT given the following components :
Universe 65,00,000Campaign Cost Rs 20,00,000Eight spots on the schedule that achieved
the following individual ratings : 23, 18, 24, 16, 9, 31, 17 and 12
x 1000 = CPT
x 1000 = Rs 218 CPT
Cost Per Thousand (CPT)
205
Definition : The percentage of the target audience who have seen the commercial at the defined optimum frequency levels.
In Practice : The optimum frequency level to achieve brand awareness may be 3+. The effective reach in theexample below is therefore 44%.
Effective Reach
Frequency Distribution
Frequency 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+Reach% 63% 55% 44% 31% 23% 15% 11% 7%
The following schedule was constructed against the target audience Housewives 18-49 years. The universe for the target audience is 7,800,000 and the campaign cost is Rs. 110,000.
ProgrammeMusic CountdownBaywatchMovieTTMMDynastyL.A. LawCheersSaans
Rating19149
13217
1518
Unduplicated Reach1911378258
63
Cumulative Reach1930334048505563
63%
1) What GRP’s did this campaign achieve?2) What is the Average Frequency? 3) What is the cost per GRP? 4) What is the CPT? 5) If Saans was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
Quiz Summary
116116/63 = 1.84
110,000/116 = Rs. 948Rs. 12.16
GRP=98, Reach=55%
Newspapers / MagazinesCirculationDefinitions : The number of copies each edition sells. In Practice : India Today (E) has a circulation of 414,000 copies.
ReadershipDefinition : The total number of adult readers for each title.In Practice : India Today has a circulation of 414,000, but an average
of 13.9 readers per copy. Total Readership = 13.9 x 414,000 = 57,80,000
CompositionDefinition : The number of readers per title who fall into our target
audience - expressed as a percentage of the readership.In Practice : Readership - 57,80,000
: Composition of Men Readers 78% : Total Men reading Readers Digest =
57,80,000 x 78% = 45,13,000
A Rating
Definition :The percentage of the target audience who saw the insertion..1 rating point = 1% of the target audience.
Formula : (Audience Achieved ÷ Defined Universe) x 100 = Rating
In Practice : All Men reading India Today - 45 lakhsAll Men Universe - 3555
lakhsRating - 1.2%
Question: If 356,000 Women 25+ SEC AB saw our insertion in “Femina” & the universe for Women 25+ SEC AB is 156 lakhs, what rating did
we achieve?
2.3