What is Media Planning? Single presentation to answer all your questions!
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Transcript of What is Media Planning? Single presentation to answer all your questions!
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MODULE ON MEDIA PLANNINGGautam Verma
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Media Plan
TARGET AUDIENCE
GRP’s & TVR’s
CPRP’s
COVERAGE or REACH
EFFECTIVEREACH FREQUENCY
DISTRIBUTION
CPT’s or CPM’s CIRCULATION
& READERSHIP
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So much jargon…what does it all
mean ?
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BASICMEDIA TERMINOLOGIES
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Target Audience
The total potential audience that we would like to communicate to SEC SEX Age
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SEC GRID
EducationIllite- School School SSC/ Some Grad/ Grad/rate upto 4 yrs/ 5-9 yrs HSC Coll. but Post Post
Occupation No formal not grad. Grad - Grad -schooling Gen Prof.
Unskilled Workers E2 E2 E1 D D D DSkilled Workers E2 E1 D C C B2 B2Petty Traders E2 D D C C B2 B2Shop Owners D D C B2 B1 A2 A2Businessmen/IndustrialistWith no.of emp:None D C B2 B1 A2 A2 A11-9 C B2 B2 B1 A2 A1 A110+ B1 B1 A2 A2 A1 A1 A1Self Employed Prof. D D D B2 B1 A2 A1Clerical/Salesmen D D D C B2 B1 B1Supervisory level D D C C B2 B1 A2Officers/Execs- Jun C C C B2 B1 A2 A2Officers/Execs- B1 B1 B1 B1 A2 A1 A1Mid/Sen.
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Reach of media (Max. Poss)
Of the total audience the maximum number of people that the medium covers.
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Television The number of people who watch television at
least once a week. Press
The number of people who read any publication at least once a week.
Radio The number of people who listen to radio at least
once a week. Cinema
The number of people who visit cinema at least once a month.
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Media Penetration
It is the percentage of homes in a specified area and TA that own at least one TV or radio set or have a TV with a C&S connection.
Different from Reach
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Television Ratings (TVR) The % of audience exposed to a
particular programme Peoplemeter TVRs
A time averaged % of the audience universe across a defined time period
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Time weighted TVR...
Viewer Start End Total time viewed (min.)
A 8.30 8.40 10D 8.46 8.50 4F 8.30 8.35 5J 8.33 8.58 25B/C/E/G/H/1 - - -(Did not watch)
Calculation as per the Diary Method Reach ( 5 MIN.+ for A, F & J) : 3 / 10 x 100 = 30 TVR
Calculation as per the People Meter Method Time Weighted. TRP : 10/30 + 4/30 + 5/30 + 25/30 x 100 = 15
TVR 10
Note : The figure 30 in the numerator is the duration of the programme
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Gross Rating Points (GRP) A measure of gross message weight
It is a % duplicated figure A summation of all the TVRs for a particular
media schedule Alternately: GRP = Reach x AOTS A GRP is always a comparative
weight…by itself, it has no relevance.
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The relationship...
GRPGRP=Reach X AOTS
Reach% at 1+R=GRP/AOTS
AOTSA=GRP/Reach
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The net unduplicated number of people that the plan covers at least once in the defined period
Reach (%)
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Reach
Definition : The percentage of the target audience who saw the commercial at least once during a given campaign period
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Reach
Definition : the percentage of the target audience who saw the commercial at least once during a given campaign period.
In practice :ProgrammeKyunki Saas...AmanatMovieHeenaNews
TVR157942
37 GRPs
Unduplicated Reach156731
32%
Cumulative Reach1521283132
32% Reach
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Plan reach (%)
Veh A 100 people
Veh B 80 people
20 people read pub. A and pub. B
TG = 300
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Plan Reach (%)
Veh A 80
Veh B 60
Dup 20
Plan reach = Total (A + B) - Dup (AB) or Exclusive (A+B+C) {(100 + 80) - 20} or {80+60+20} = 160
TG = 300
Total readers = 100
Total readers = 80
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Plan reach = (160/300) x 100
= 53 %
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Definition :The number of times, on average, the audience reached sees the commercial during a given period.
Formula : AOTS = Total GRPs ÷ Reach or
GRPs = Reach x AOTS
Average OTS
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Definition : The number of times, on average, the audience reached sees the commercial during a given period.
Formula: AOTS = Total GRPs ÷ Reach or
GRPs = Reach x AOTSIn Practice: 37 GRPs ÷ 32% Reach = 1.16 AOTS
Therefore, 32% of the target audience will see the commercial on average 1.16 times during
the given period.
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The relation between Reach & AOTS ...
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Inversely proportional
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When the duplication is lower Reach increases and AOTS decreases
Determines AOTS
Determines Reach
When the duplication goes upReach decreases and AOTS increases
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Effective Frequency
The number of times a message needs to be exposed to the TG to make it relevant
The OTS that works : The optimal OTS to be achieved within a time
frame to accomplish a specified objective The frequency estimator one such tool.
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Effective Reach
The reach at effective frequency that is needed to accomplish the
specified objective
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CPT
Cost Per Thousand : A measure of cost effectiveness. The cost of a unit (10 secs) of a vehicle/
the total number of target audience reached by the vehicle in thousands.
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Cost Per GRP
Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per GRP
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Cost Per GRP
Definition : The cost of buying one rating point.
Formula : Cost ÷ GRPs = Cost per GRP
In Practice : Rs .250,000 ÷ 15 GRPs = Rs. 2174 cost per GRP
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Quick Quiz
The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs.
ProgrammeKyunki Saas...AmanatMovieHeenaMeri SaheliRamayanAlly Mc BealGhar Ek Mandir
TVR157942515
Unduplicated Reach156732211
37%
Cumulative Reach1521283133353637
37%
1) What GRP’s did this campaign achieve?2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
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Quick Quiz - Answer 1
The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs.
ProgrammeKyunki Saas...AmanatMovieHeenaMeri SaheliRamayanAlly Mc BealGhar Ek Mandir
TVR157942515
Unduplicated Reach156732211
37%
Cumulative Reach1521283133353637
37%1) What GRP’s did this campaign achieve?2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
48
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Quick Quiz
15+7+9+4+2+5+1+5=48 GRPs
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Quick Quiz - Answer 2
The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs.
ProgrammeKyunki Saas...AmanatMovieHeenaMeri SaheliRamayanAlly Mc BealGhar Ek Mandir
TVR157942515
Unduplicated Reach156732211
37%
Cumulative Reach1521283133353637
37%
1) What GRP’s did this campaign achieve?2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
1.3
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Quick Quiz
48/37 = 1.3
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Quick Quiz - Answer 3
The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs.
ProgrammeKyunki Saas...AmanatMovieHeenaMeri SaheliRamayanAlly Mc BealGhar Ek Mandir
TVR157942515
Unduplicated Reach156732211
37%
Cumulative Reach1521283133353637
37%
1) What GRP’s did this campaign achieve?2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
Rs. 16667
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Quick Quiz
Rs.800000/48 = Rs. 16667
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Quick Quiz - Answer 4The following schedule was constructed against the target audience Housewives 18-49 years. The campaign cost is Rs 8 lakhs.
ProgrammeKyunki Saas...AmanatMovieHeenaMeri SaheliRamayanAlly Mc BealGhar Ek Mandir
TVR157942515
Unduplicated Reach156732211
37%
Cumulative Reach1521283133353637
37%1) What GRP’s did this campaign achieve?2) What is the AOTS ? 3) What is the cost per GRP? 4) If Ghar Ek Mandir was not on the schedule, how many GRPs would the campaign have achieved and what would the campaign reach have been?
GRPs- 43Reach-36%
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Quick Quiz
48 - 5 = 43 GRPs
37 - 1 = 36% Reach
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Channel Shares
Out of the total TV viewing universe in the specified time period what proportion of the audience has viewed the channel.
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Cumulative Reach
The net unduplicated number of people that have viewed a channel for at least a period of 1 min within the specified time period.
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ROS Run on
schedule. Refers to the
random running of spots across the entire day
RODP Run on
daypart Refers to the
random running of spots within a specified time band.
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FCT Free commercial
time It is the amount
of secondage that is bought on a channel.
FPC Fixed point chart It is the time
wise, day wise programming grid for a particular channel.
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Used to signify the final rate/10 secs that is obtained on a channel after the buying is complete. It is arrived after averaging out the paid and
the bonus component of the deal. For eg.Paid Value = Rs 150,000 Paid secondage = 100 secs (ie @ Rs
15,000/10 secs) Bonus secondage = 50 secsTotal secondage = 150 sec ER/10 secs = 150,000/15 = Rs 10,000
Effective Rate (ER)
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Scheduling
Continuous
Time
Flighting
Time
Pulsing
Time
Burst
Time
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TERMINOLOGIES IN A COMPETITIVE FRAMEWORK
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A relative media measure Brand spend in value as a % of the total
advertising expenditure of the category Gives the first level of indication of the level
of dominance of a brand in a certain time period.
Does not take into account the duration differentiation and the buying efficiencies of the different players Data is monitored weekly at card rates by a third
party. In our case it is Time monitoring.
Share of Expenditure (SOE)
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Share of Voice (SOV)
A measure of media weight distribution Represents the brand GRP’s as a % of the total
GRPs delivered by the category A more reliable measure of relative
weights But not sensitive to duration.
Avg. duration used should always be looked at in conjunction.
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TERMINOLOGIES IN MARKET PRIORITISATION
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Basic numbers...
Saliency or contribution: A percentage number The contribution of a state / city
compared to All India or Total Gives you the relative importance of a
state / city w.r.t other states / cities Growth rates
A simple linear increase / decrease in sales expressed in % across two time periods
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Indices...
A measure of per capita consumption in a particular state / city for a brand or category w.r.t defined TG dispersion in that city. BDI (Brand Development index)
% contribution of state to total brand sales / % TG popl in that state to total TG
CDI (Category Development index) % contribution of state to total category sales / % TG
popl in that state to total TG
Help inter-state comparisons and relative media weight setting.
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Mapping for prioritisation...
Low CDI
High CDI
High BDILow BDI
Invest Potential Consolidate/Strengthen
Ignore/Spillover Maintain/Threshold
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ZOOMING IN ON PRINT...
Press terminologies & concepts
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Readership
Average Issue readership A percentage / portion of the audience
who read the vehicle within the periodicity of it being published
Also referred to as reach of vehicle Sole Readers
A percentage / portion of the audience who reads only a particular vehicle and nothing else
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Cost efficiency
CPT (Cost per thousand) Cost of a defined creative unit say 100 cc
or Full Page/ the readership in thousands.
CPC (Cost per copy) Cost of a defined creative unit say 100 cc
or Full Page/ the circulation in thousands.
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Newspapers / MagazinesCirculationDefinitions : The number of copies each edition sells.In Practice : The Readers Digest has a circulation of 58,000 copies.
ReadershipDefinition : The total number of adult readers for each title.In Practice : The Readers Digest has a circulation of 58,000, but an average of 8.5 readers per copy.Total Readership = 8.5 x 58,000 = 493,000
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NET TERMINOLOGY
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Terminology…
Uniform Resource Locator (URL) An Internet address A means of identifying an exact location on
the Internet http://www.rediff.com
HTML (HyperText Mark-up Language) The set of codes that tells the web browser
how to display the page
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Terminology…
Rich Media Ads with Rich Media use Java, Flash,
Shockwave to generate banners with animations, form submissions etc.
Interaction with the user Cookie
A packet of data stored on your computer’s hard drive by a Web site
The code reveals info about you (pages you’ve visited, utilities used, etc.) that can be used for targeting of ads
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Terminology…
Hit A hit is generated by every request made to a
web server. Eg. The Inbox, Compose etc. on Hotmail are
treated as different hits Impression
One display of a banner to a single viewer Page View
One download of a complete page
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Terminology…
Unique visitors The number of unique individuals who visit a
site within a specific period of time
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WHILE PLANNING QUESTION YOURSELF….
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1.What is the marketing/sales objective? hold current users change user profile grab users from competition expand category ie.new users get current users to use more
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2.What is the objective behind the current burst ?Specific sales objectives (if measurable)
Brand task - Introduce, Maintain, Stimulate, Reposition, Re-launch
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3.What is the role of advertising ? Increase awareness (measurable), generate trials etc.
Will impact coverage, continuity, dominance, frequency objectives in the plan
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4.Which are the focus markets? Mkt. wise sales salience over at least 4 data points (by quarter)
Helps in market prioritisation and relative media weight allocation
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5.What is the competitive set ?What are their regional pockets of strength ?
Helps us look at the media in the context of the overall marketing plan to counter competition
How is the category moving - growths, rural vs urban etc. ?
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6.What is the brand's distribution status by geography, compared to the competition & category ?
Can lead to a decision to delay media break in a mkt due to below -threshold distribution
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7.Who are we talking to ?
Demographics Psychographics
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8.Where are current users coming from ? (if not a new brand) TG definition & geography
Can help identify the strong pockets Can impact the relative media weights
for each market. (Reach for width & frequency for depth)
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9.Where has been the maximum lapsing and why ?
(if applicable)
Can link this to media weights given. Redefine threshold if there is a only media solution
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10.How much are the resources ?
Budget determined by client, allocated by agency
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11.Are there any special considerations that we need to bear in mind ?
Any market/category peculiarity that could impact the planning process Client deals, below the line activities,
seasonality, purchase cycle etc.
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12.Are there any creative size mandatories ?
Existing creatives New creatives with size restrictions
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THE MEDIA PLANNING PROCESS
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The Unifying:M factor...
Money...Marketing...Media
My Kitty
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Now that I have it,what do I do?
Four key questions:To whomWhere (mkt & broad mix)How muchHow & When (specific)
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To Whom...
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To whom...
Demographics Primary vs
secondary
PsychographicsMediagraphics C&S vs NC&S
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Where - Markets...
Market Prioritisation Salience (%
contribution) Growths Mkt wise share
movements - competitive factors
Distribution
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How does our audience relate to his/her media environment
Where ... Context of media
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The juggle...
Arriving at the right media mix
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Why a medium...
Each medium has some inherent capabilities TV - a-v/active - emotional/demo Press - high involvement - information detail Radio - audio/passive - imagination/intimate Cinema - audio visual/unadulterated attention Outdoor - transient - announcement/localised Internet- interactive – one on one
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Why a mix...
Extend the reach beyond a single medium
Highly fragmented mkts If the brand is targeting two different TG
different strokes for different folks Different stimuli aid in making the
communication more memorable Media multiplier Launch impact
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Quantitative... Maximum possible reach of a
medium (Max Pos): How does a medium fare in numeric
terms within our defined audience Eg: FM for teenagers, Women focus mags for
women etc.
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Qualitative...
Involvement This adds the qualitative layer and gauges
not just the numbers but also the quality of the interaction with a medium.
Average time spent ( Heavy/ medium /light.)
Context of use.
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Planning in a competitive context
Not always actionable insights but a critical backdrop. MAP- Press (monthly) Medialogist - TV (weekly)
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Competitive Tracking - Press Spends across brands on a regular basis Spot key trends
Type of publications used Periodicity (Dailies v/s Magazines) Colour v/s B&W Seasonality Specific positions English v/s language press
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Competitive Tracking - TV Spends across brands on a regular basis Spot key trends
Channel mix Terrestrial vs satellite focus Regional vs national focus Average duration of spot Scheduling pattern
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How much...
To get some jargon into perspective: Reach Frequency/OTS
What is effective ?
75% @ 3+
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Frequency based weight setting
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Frequency : ‘How much is enough’
Krugman’s three hit theory : 1st exposure : What is it ? A cognitive
(screening out/ in) response 2nd exposure : What of it ? An evaluative
response 3rd exposure : The true reminder All subsequent exposures : Repeats of the
3rd exposure
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How much is enough ?
Given the budgets: Setting Effective frequency targets and
optimising reach at those levels The tool used:
“The Effective Frequency Estimator”
Media wt.
Poor consumer
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About the estimator...
A model for arriving at an optimal frequency level for a brand in a particular market.
Parameters used Brand (Awareness) related The media/market environment Communication factors
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BRAND FACTORS 1 2 3 4 5 6 7 8 9 10 Freq. Weights
Brand Lif ecycle Established brand 10 Relatively New 10 10
Marketing Objective Maintaining MS 7 I ncreasing MS 7 5
Activity On going activity 10 Launch 10 10
I nvolvement High 6 Low 6 5
Proposition Established 8 New 8 10
MARKET/MEDIA FACTORS
Recent Support High 10 Low 10 5
Competitve activity Low 7 High 7 5
Media market ClutterLow 7 High 7 5
Market Support High 3 Low 3 10
Market Status MS high MS low 0
Brand Health/ MS TOMA>1.0 TOMA<1.0 0
Fav. Brand >1.0 Fav. Brand <1.0 0
Seasonality Non peak Peak 0
COMMUNICATION FACTORS
Ad Lif ecycle Established 10 New 10 5
Message complexity Simple 4 Complex 4 5
Role of Ad Attitude 2 Behaviour 2 10
Ad message Persuasive 7 Non-Persuasive 7 5
Size of Ad Long 1 Short 1 5
No. of executions Single 1 Multiple 1 5
OPERATING FREQUENCY 6.3 100
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Reach based weight setting
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Setting reach objectives
Goal Orientation This approach is a bottom-up approach,
which flows from expected sales. An illustration :
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Setting reach objectives
TG (Sec A/B, Rs.4000+, Women)=20,00,000Sales estimate =100 TonsAvg. consumption/TG HH in =250
gms campaign periodTotal consuming TG HH (2) / (3) = 4,00,000
(20% of TG)
Conversion ratio = 40%(Awareness to Trial possible measure)
Therefore reach (4) / (5) = 50% of TG
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Setting reach objectives
Maximising Efficiency
This approach is strictly quantitative in nature, with the primary objective of maximising efficiency. It can be applied only when effective frequency objectives have been set.
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Setting reach objectives
The point on a reach/frequency curve where diminishing returns set in defines reach objective.
GRPs / Cost
Reach %
80%3+
4+
5+
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The Recipe for a Media Plan A closer look at the cooking...
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Defining Objectives-by TG and Task
TG :
Men for Citibank credit cards
Youth for Valentine’s Day
Task :
Rapid Reach build up to induce trial
Higher frequency at threshold Reach for repeat purchase
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The Print Process ...
Defining Objectives Evaluation of vehicles
Vehicle selection
•Quantitative
•Qualitative
Plan iterations (reach/costs)
Schedule
FINAL PLAN
Deliveries
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The Television Process ...
The Task
How much is enough?
Defining Objectives - Reach/Freq.
How do I get there ?
Programme selection
Budgets
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The Television Process ...
Plan construction
and iterations (reach/costs)
Schedule
FINAL PLAN
Pre-plan Deliveries
Monitoring Post plan deliveries
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The Outdoor Process ...
Defining Objectives(based on campaign, TG, markets,
budget)
Site selection
•Quantitative(size)
•Qualitative(location)
Site operation(Painting, vinyl) Site monitoring
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The internet process… Defining objectives(driving traffic/visits, building awareness)
Defining TG(affinity groups, usage data)
Targetting options(by country, city, time, day, demographics, content, geographic location)
Choosing a model(banners, sponsorships/branding, email marketing, referrals, keyword searches, contests)
Evaluating a plan (Site centric / user centric)
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Beyond the numbers
The “feel” aspects
…
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Qualitative factors
II. Treatment of the vehicle… Supplements v/s Main issue Spots v/s Sponsorships Page position/break position
I . The choice of a vehicle…ClutterReproduction/Reception qualityEditorial/programming environment
TOI v/s Midday Star Plus v/s MTV
Flexibility of publication/TV channel
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Plan Iterations
Begins after selection of the final basket of vehicles
Build in insertions/spots across vehicles across markets while keeping in mind Media objectives Period of activity Cost efficiencies Creative considerations, i.e. subjects to be
exposed, sizes/durations End product – FINAL PLAN
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Scheduling
Sequential exposure of creative subjects Weekend skew Cross scheduling
Juggling subjects across publications/channels keeping in mind Duplication Nature of vehicle
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Deliveries
Determine how the plan performs in the relevant TG on quantitative parameters like Reach% @ 1+ i.e., how many people in our
TG got to see the ad at least once Reach% @ 3+ i.e., how many people in our
TG got to see the ad three times or more AOTS i.e., the average no. of exposures
that my ad gets in the TG. Measurable through Media Xpress
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CREATIVE MEDIA SOLUTIONS
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How do you choose from all media vehicles to most powerfully, persuasively communicate your brand?
How it is delivered will add value to the Idea.
Magic applies as much to media selection as to creative development.
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Start with the consumer
Not what media do to people but what people do with media
How do consumers and channels of communications interact?
“We should understand better than anyone else how people consume communications”.
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Yesterday’s prevailing rule
“If you only have a hammer, everything looks like a nail.”
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Old Thinking Based on Two Fallacies
1.We only make ads
2.The consumer is a stationary target for me to hit
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Hit Her Here.
ConsumerConsumer
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No Response?
ConsumerConsumer
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Hit Her Harder.
ConsumerConsumer
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But in truth, she’s not a static object waiting to be hit!
She’s always moving in process of persuading herself full of communication opportunities requires many different messages
along the way
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There are many contact points where the consumer and persuasive communication can intersect.
Selling messages communicated via a variety of channels creates greater synergy and
Multiplies the power of the persuasion
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Creative Media Use
Innovative use of a brand idea or
Inventive use of a Target Audience’s media consumption
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Think the box
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In media …
Leverage the existing properties of the medium in a refreshing way
Create new opportunities
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SOME EXAMPLES
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Hello to all our readers in high office.
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Adding value to the Branding Idea Strategic media decisions made prior to
creative development Early involvement with creative teams
Free Your Mind!!!
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MEDIA OPERATIONAL PROCEDURES
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WORK FLOW
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Approved Media Plan
Release Orders
Material
Requisitions from Servicing for a Media estimate
Media Estimate
Approved Estimate from Client
PRESENT SCENARIO
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IDEAL
Requisition + Approved Media Plan
Media Estimate
Approved estimate + Material
Release Orders
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THANK YOU
Gautam Verma