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8/14/2019 Media Planning by Amit Morya
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Amit Morya
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ediaV, Newspapers, Magazines,adio, Outdoor, Onlineeadership profileiewership profile
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ReachThe total number of different persons exposed
to an ad at least once.
Effective ReachThe number of different persons exposed to an
ad at least once among its defined targetaudience
Cumulative ReachThe total number of different persons reached
at least once for an entire media schedule
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FrequencyThe number of times a person is exposed to
an ad
Effective FrequencyThe minimum number of times an ad is to be
exposed to each reached person among thedefined target audience
Average FrequencyThe average number of times a person is
exposed to the entire media schedule
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New CustomersExisting
Customers
Trial PurchaseRepeat
Purchase
BrandAwareness
BrandPersuasion
BrandReinforcement
Maximize ReachOptimize Reach& Frequency
MaximizeFrequency
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Creative Impact Persuasive ads work better
Brand Image Premium brand needs to be advertise in
premium mediaCompetitive Environment Cluttered space and high noise level
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Percentage of Sale Approach Companies peg the advertising budget
as a certain percentage of the projectedsales for that yearPayout Plan Approach Similar to percentage of sale approach;
the critical difference is a % of projectedsales of the next year and not of thesame year
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Category Average ApproachThe total sales revenue generated by
the entire category is divided by thetotal ad spend in the category to arriveat the required figure
Competitive Budgeting Approach
Ad budget benchmarked against thenearest competitor, or against a clusterof close competitors, or against thecategory leader
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Visibility Top of mind recall Preference
Brand Ad Spend
Total CategoryAd Spend
Brand Ad Exposure
Total CategoryAd Exposure
Who Prefer Brand
Total CategoryConsumers
Brand Sales
Total CategorySales
The greater the share of voice, the higher the marketshare.
* Keeping the qualitative impact of advertising constant
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Advertising Effectiveness=Share of Market
Share of Voice
mentum = % Who Buy Brand x % Who Prefer Brand x % Who R
omentum = Share of Market x Share of Mind x Share of Voice
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Demographic Profile Age, Income, Sex, Location, Language,
Social Class, Socio-economic Class,
Education level, Occupation, etc. Helps in quantifying the available and
reachable audience through media
Identify Potential Brand Contact Points
Psychographic Profile Attitude, Behavior, Lifestyle
Qualitative Aspect
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Similarly for Press, Radio and Digital medias
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TV
Press
Radio
Channel,Programs
Newspaper,Magazine
Channel,Programs
60 secs; 30secs
Full Page, HalfPage, 100 cc,
Double
Spread
60 secs; 30secs
Date, Day, Time slot
Date, Day,Position, Page
No.
Date, Day, Time slot
OutdoorBillboards,
Kiosk
40 x 40,
60x30
Location,Position,
Duration
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Matrix
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Continuous Ad exposures are scheduled evenly throughout a
given period. Suits best for Impulse purchase and FMCG items.
No seasonality factor products Flighting
Advertising exposed in a heavy burst for some timefollowed by a break. on-off-on-off
Suits best for Seasonality products. Products with
longer purchase cycle Pulsing Advertising is exposed continuously for the entire
duration at a low frequency level but reinforcedtime to time. Mix of Continuous and Flighting.
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TelevisionT(otal)RP = % age of total TV households
watching the program/Total TV households
G(ross)RP = TRP x Number of spots C(ost/)RP = Cost efficiency. Cost/GRP
Press Readership = Circulation x Average readers
per copy
Reach = % age reading the publication/Totalreadership of all publications OTS = Reach x Average frequency C(ost)PT = OTS/Cost
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