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Media Planning

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an insight into the media planning p[rocess of the ad agencies

Publié dans : Business, Économie & finance
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Media Planning

  1. 1. Media Planning A game of darts ?
  2. 2. What is Media Planning?
  3. 3. Defining Media Planning Media 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. 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. 5. Terms used in Planning
  6. 6. Target Audience <ul><li>Definition : The demographic group that has been identified as </li></ul><ul><li>the key consumer group for the brand. All </li></ul><ul><li>marketing/advertising activity is concentrated on </li></ul><ul><li>reaching/appealing to this group . </li></ul><ul><li>In Practice : The Pepsodent target audience is Female, SEC ABC, </li></ul><ul><li>25-44 year old . </li></ul>
  7. 7. Target Audience UNIVERSE <ul><li>Definition : The actual & total number of individuals present in a </li></ul><ul><li>Demographic segment </li></ul><ul><li>In Practice: </li></ul><ul><li>25-44 yrs Pepsodent universe is 2.7 million. </li></ul><ul><li>Size of the TA for Pepsodent is 2.7 million. </li></ul>
  8. 8. Demographics <ul><li>It is a way of describing audience based on factors </li></ul><ul><li>such as </li></ul><ul><li>-age </li></ul><ul><li>-gender </li></ul><ul><li>-education level </li></ul><ul><li>-town class </li></ul><ul><li>-income class etc… </li></ul>
  9. 9. Psychographics <ul><li>It is a way of describing audience, based on their </li></ul><ul><li>Life style </li></ul><ul><li>attitudes </li></ul><ul><li>aspirations </li></ul><ul><li>habits including media & product consumption </li></ul>
  10. 10. Consumer personalities Scientists/artists creative 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. 11. Socio-Economic Class ( SEC) <ul><li>Categorization of a household based on both occupation and education of the Chief Wage Earner </li></ul><ul><li>Approved by ‘Market Research Society of India </li></ul>
  12. 12. The SEC grid – Urban India
  13. 13. Socio Economic Classification - Rural
  14. 14. What is a Medium <ul><li>Media : All Carriers and deliverers </li></ul><ul><li>of advertisements </li></ul><ul><li>Medium : A broad general category of carriers </li></ul><ul><li>Vehicle : A specific carrier within a medium </li></ul><ul><li>Medium Vehicle </li></ul><ul><li>Television Jassi Jaisi Koi Nahi </li></ul><ul><li>Newspapers Times of India </li></ul><ul><li>Magazines India Today </li></ul><ul><li>Radio Radio Mirchi </li></ul><ul><li>Outdoor Any hoarding </li></ul><ul><li>CD/DVD CD or DVD of a movie </li></ul><ul><li>Internet Web site (Rediff.com) </li></ul>
  15. 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. 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. 17. Reach <ul><li>THE OBJECTIVE OF ANY MEDIA BUDGET IS TO MAXIMIZE REACH & FREQUENCY & GRP`S within a given Advertising Budget </li></ul><ul><li>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 . </li></ul><ul><li>*Concentrates on one exposure only . </li></ul><ul><li>*Time selected is one month or a purchase cycle for it`s measurement. </li></ul>
  18. 18. Reach Formula Reach= Audience reached at least once X 100 Total Target Audience Universe
  19. 19. EG - Reach <ul><li>The size of T.A of Livon – 10 million </li></ul><ul><li>Our target is to reach 80% of the TA </li></ul><ul><ul><ul><ul><li>Thus our Advertising plan has to reach 8 million persons within a predefined budget. </li></ul></ul></ul></ul>
  20. 20. Average Frequency/Average OTS Definition : 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. 21. Average Frequency/Average OTS 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.
  22. 22. Channel Share <ul><li>No of people watching channel as a % of total people watching TV for a particular day part. </li></ul><ul><ul><li>Total TV audience 1000 </li></ul></ul><ul><ul><li>No of people watching TV ( 8 – 9 PM ) 700 </li></ul></ul><ul><ul><li>No of people watching Star PlusV 600 </li></ul></ul><ul><ul><li>No of people other channels 100 </li></ul></ul><ul><ul><li>Channel share of Star Plus 86 % ( 600 / 700 x 100 ) </li></ul></ul>
  23. 23. Circulation Vs Readership <ul><li>Circulation </li></ul><ul><ul><li>Measured by the Audit Bureau of Circulations ( ABC ) on an on-going basis with results reported every 6 months </li></ul></ul><ul><ul><li>Copy count. Number of copies sold </li></ul></ul><ul><ul><li>Not possible to identify / profile the buyer. </li></ul></ul><ul><li>Readership </li></ul><ul><ul><li>Measured by independent periodic surveys ( IRS) </li></ul></ul><ul><ul><li>Measures the number of people who actually read the publication. </li></ul></ul><ul><ul><li>Possible to profile the consumer. </li></ul></ul><ul><ul><li>IRS – “ Indian Readership survey ” </li></ul></ul>
  24. 24. Circulation Vs Readership