1. By Prof IndraniSen SIMC 22/7/11 Media, Advertising & Consumer

2. Media & Consumer Consumer usually want from mass media Information Entertainment The degree of intensity among consumers in evaluating media content depends on various factors, e.g. Consumer perceptions Strong/ weak feelings Consumer loyalty Type of consumption Passive Active

3. Relationship between Consumer & Media Consumer is selective in what they want to hear or see in media Varied relationship exists between consumer & media From casual to intense Linked with media content Advertisement is less effective if relationship is casual, more if it is intense Sports prgrammes with favourites playing Reflected in ratings Smaller audience with stronger relationship are more perceptive than larger audience with a casual relationship

4. Relationship between Consumer, Media & Advertising Much of information received from advertisements placed in media is stored in consumer’s short term memory The challenge which advertising faces is to transfer the information from short term memory to long term memory Media planners depend on numbers for selection of media vehicles to deliver advertising message Can a media planner do any more?

5. Going beyond syndicated research Understanding consumers purchase behaviour Linking communication channels with purchase Role of communication channels Channel selection

6. Trigger Experience Search Buy Consider Choose Consumer Buying Cycle

7. Consumer buying process Trigger Need or problem recognition Search Look for alternatives or gather information Consider Evaluation of alternatives Choose Decide which one to buy Buy Make the purchase or activate the decision Experience Consume / use and evaluate

8. Trigger Experience Search Buy Consider Choose Communication Channels Influence Strength of vehicle at each stage by product categories

9. Various elements of Promotion Advertising Personal selling Sales Promotion Public Relations Direct Marketing Event Management Local area activation

10. Integrated marketing communication TV/ Radio Events Print Packaging Outdoor Emerging Media Rural Consumer One-to-One Merchandise Interactive PR Promotions

11. Initiatives by Media Agencies Going beyond syndicated research Group M : Special Research & Analytics Cell: MCI

12. - Proprietary Research Passion Print Pathways Consumer Voice Passion Visual Sensory Speech Motor Touch Teen Sight Speech Auditory Media Training  Consumer interrogation New Business Consumer segmentation  360 contact points  Auditing Qualitative effectiveness Plan options Real time trends Strategy Unique consumer Insights Research Systems Mergers

13. Some key insights Influence of News paper Ads. As a TRIGGER for NEED Skin Care Category Relative influence higher than TV sponsorship, Outdoor advertising, or a specialist (e.g. doctor) recommendation Toilet Soap Category Among Brand switchers, Relative influence higher than that of Magazine advertising or TV program sponsorships

14. Skin Care - Loyalists & Switchers Loyalists Upmarket 25-34 yrs Usage throughout the year 63% follow regular skin care routine at home Single reason for use Regular visit to parlor Switchers Not very up market Relatively Young Usage- Throughout the year Multiple reasons for use Significant pathways gap between Trigger to Purchase Loyalists - 2 days Switcher - 3.5 days

15. Channel Contact Points LoyalistsSwitchers TV - 100 TV - 100 Friends/Collg - 44 Friends/Coll - 70 Shops - 13 Dailies - 55 Docs- 8Beautician - 36 Beautician - 5 Advert.Mag - 29 Advert.Mag - 3 Shops - 25 Mag Ad - 2 Insights beyond above the line media

16. Shampoo Case :Targeting Woman Still segments media at macro level. For focussed media strategy need to move beyond demographics Brand : New in high price category Demographics: NRS: Single dimensional approach Women SEC A/B: Affluent Premium category consumer No clear skew in age

17. TGI - Target Group IndexGoing Beyond Demographics “My kitchen is the most important room in my home” “I really enjoy shopping in modern super markets” “I usually buy best known brands” “I enjoy entertaining people at home” “When I see a new brand I often buy it to see what it is like” 120 attitudinal statements 45 discriminating statements using Women : Buyers of branded spices/ curry mix Six consumer clusters

18. Sati Savitri (23L) Slippery Suzy (19L) Gharelu Geetha (21L) Family oriented Dependent on others Non experimentative Hip Hop Hema (31L) Dashing Divya Believes in cash transactions Not to stand out Do not maintain traditions Pessimists (24L) Experimentative Swayed by other people’s views Buys well known brands For Indian brands Keep up with latest fashion Socialite For Western Culture Believes in credit Purchase Fashion Conscious Elegant Esha (24L) No strong point of view Spendthrift Money : Key motivator for career For western culture Successful Value Seeker Happy and Contended Fashion Conscious Well Organised routine Socialite For Indian Products No belief in Western Culture Not out of home person Segmenting Beyond Demographics

19. Selecting The Core Groups Hip Hop Hema (31L) Dashing Divya (24L) Socialite Experimentative Swayed by other people’s views Buys well known brands For Indian brands Keep up with latest fashion For Western Culture Believes in credit Purchase Fashion Conscious Elegant Esha (24L) Successful Value Seeker Happy and Contended Fashion Conscious Well Organised routine Socialite For Indian Products Attitude fit with category: Higher skew 79L:60% of the universe

20. Attitude Towards Media Hip Hop Hema (31L) Dashing Divya (24L) Loyal to the daily brand Response to Promos Shops through the net Watches movies in cinema halls Cant resist buying magazines Like to watch movies on TV only Elegant Esha (24L) High loyalty among supplements Spends time in super markets Implication on effective media usage

21. TV - 90% Print - 50% Radio 17% Restaurants - dinning out 58%, pubs -2% Clubs - 6% Out of Home - 50% Theatre -14% Gym, Aerobic classes, jogging parks - 10-20% Art/Exhibition - 8% Direct Mail - 11% Travelling within India - By air 3 /4 star hotels- 18% Heavy Housework Temples

22. Analysis from syndicated data sources like NRS and TGI stops here TM Further insights for targeting high profit target segments

23. TM A Revolution in Targeting REACHING THE PEOPLE WHO COUNT WHILE COUNTING THE PEOPLE WE REACH Large sample study covering 15 states, 1Lac + towns

24. Identifying the people who are most active in a product category and contribute most to brand profit  Understanding the lives of core target groups; what they own, what they think, how they behave Understanding the media habits of core target group – what & why  26 product categories : 15 brands per category: >8000 sample in 15 TAM markets

25. Shampoo Case - TMUtility Committed Committed 3% 5% Performance Performance 50% 50% Delivery Delivery 52% 51% 54% 57% Consideration Consideration 70% Familiarity Familiarity 60% Committed 3% 2% Performance 35% 39% 46% 42% Delivery 49% Consideration 46% 57% Familiarity 53% Non Familiar All Women

26. Higher Weights Profit segments Continuous brand association Lower weights Commitment Comparisons Shampoos 75 95 134 Tooth paste 93 94 99 Soft Drinks 96 112 114 Skin Cream 93 113 219

27. Media Implications Vehicle selection based on the target groups’ brand relationship Task based approach on focused vehicles

28. Preferred TV Genre Committed Profit segment Create Association Film based countdown Game shows Mythos Fashion Non - Familiar Boost Awareness Frequency & Impact Travel Music Comedy Business Shows Current affairs Lifestyle Chat Shows Career Science Travel Documentary Wild Life Events Cartoon

29. TV Channel Loyalty Committed Profit segment Create Association Zee Eng Star Movies Sony Non - Familiar Boost Awareness Frequency & Impact Regionals BBC Star World Zee MGM HBO Star World Star Plus Discovery Zee TV Sony Regionals Aaj Tak Star World HBO Star World Zee MGM Star Movies

30. Preferred Print Sections Committed Profit segment Create Association Social issues Beauty Fashion Non - Familiar Boost Awareness Frequency & Impact Travel Home Décor Cooking Loyalists Science & Tech Education Social issues Property/Reality Fashion TV programs Role of Supplements Travel Child care Health Appointments Education Marketing

31. The TM Advantage Media solutions targeted at key sources of business TV Channel loyalty Daypart involvement Choice viewing vs forced viewing Intensity Print evaluation Time spent Loyalty by sections Vehicle profile Ambient Media Out of Home

32. TM Advantage Brand media relationship of multiple target groups Minimum 10%- 15% increase in productivity Attitudinal segmentation with clear differentiators which impact: media weights media mix

33. Thank You