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Media Planning
- 1. Media Planning Agame of darts ?
- 2. What is MediaPlanning?
- 3. Defining Media PlanningMedia Planning consists of a series of decisions made to answer the question for advertisers : `What is the best means of delivering advertisements to prospective purchasers of my brand or service ?’
- 4. Media Planning –The process QUESTIONS ANSWERS Who are we talking to ? : Target audience Where are these people ? : Markets How many people to reach ? : Reach How many times ? : Avg Frequency/ Avg OTS Which media ? : Media selection Which vehicles ? : Vehicle selection Which months & what time of the day? : Scheduling
- 5. Terms used inPlanning
- 6. Target Audience Definition : The demographic group that has been identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching/appealing to this group . In Practice : The Pepsodent target audience is Female, SEC ABC, 25-44 year old .
- 7. Target Audience UNIVERSEDefinition : The actual & total number of individuals present in a Demographic segment In Practice: 25-44 yrs Pepsodent universe is 2.7 million. Size of the TA for Pepsodent is 2.7 million.
- 8. Demographics It isa way of describing audience based on factors such as -age -gender -education level -town class -income class etc…
- 9. Psychographics It isa way of describing audience, based on their Life style attitudes aspirations habits including media & product consumption
- 10. Consumer personalities Scientists/artistscreative squiggles Secretaries/nurses Good interpersonal & peace Circles New employees & collage students State of transition, unpredictable Rectangles Politicians /executives Self assured respected Triangles Accounts,computer programmers Neat,organised structured Boxes Example Characteristics Shape
- 11. Socio-Economic Class ( SEC) Categorization of a household based on both occupation and education of the Chief Wage Earner Approved by ‘Market Research Society of India
- 12. The SEC grid– Urban India
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- 14. What is aMedium Media : All Carriers and deliverers of advertisements Medium : A broad general category of carriers Vehicle : A specific carrier within a medium Medium Vehicle Television Jassi Jaisi Koi Nahi Newspapers Times of India Magazines India Today Radio Radio Mirchi Outdoor Any hoarding CD/DVD CD or DVD of a movie Internet Web site (Rediff.com)
- 15. Television Rating Definition: The percentage of the target audience who saw the programme & thus the commercial 1 rating point = 1% of the target audience Formula : Audience who saw ÷ Defined Universe (x 100) In Practice: 18-40 yrs Women watching Friends - 1,110,000 18-40 yrs Universe of women - 2,750,000 Television Rating for FRIEND - 40%
- 16. Gross Rating Points(GRP’s) Definition : The sum of all ratings ( TVR`s) achieved in a campaign In Practice : Our commercial appeared in the following programmes - Programme Rating Jassi Jaisi 32% Kyuki Saas 21% Who Dares Wins 18% News at 9:00 24% India Vs Pak 15% 110% - 110 GRPs achieved (or 110% of defined universe)
- 17. Reach THEOBJECTIVE OF ANY MEDIA BUDGET IS TO MAXIMIZE REACH & FREQUENCY & GRP`S within a given Advertising Budget Reach defined as % of Target Audience who is exposed at least once to an advertisement in a given period to a particular media vehicle or a group of Media . *Concentrates on one exposure only . *Time selected is one month or a purchase cycle for it`s measurement.
- 18. Reach Formula Reach= Audience reached at least once X 100 Total Target Audience Universe
- 19. EG - ReachThe size of T.A of Livon – 10 million Our target is to reach 80% of the TA Thus our Advertising plan has to reach 8 million persons within a predefined budget.
- 20. Average Frequency/Average OTSDefinition : The number of times, on average, the audience reached sees the commercial during a given period. Measure of repetition indicating to what extent audience members were exposed to the same vehicle or group of vehicles. OTS : Opportunities to see
- 21. Average Frequency/Average OTSFormula : 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.
- 22. Channel Share Noof people watching channel as a % of total people watching TV for a particular day part. Total TV audience 1000 No of people watching TV ( 8 – 9 PM ) 700 No of people watching Star PlusV 600 No of people other channels 100 Channel share of Star Plus 86 % ( 600 / 700 x 100 )
- 23. Circulation Vs ReadershipCirculation Measured by the Audit Bureau of Circulations ( ABC ) on an on-going basis with results reported every 6 months Copy count. Number of copies sold Not possible to identify / profile the buyer. Readership Measured by independent periodic surveys ( IRS) Measures the number of people who actually read the publication. Possible to profile the consumer. IRS – “ Indian Readership survey ”
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