Media Planning Concepts

7/29/2019 Media Planning Concepts

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Media Planning Concepts

Preeti Jog


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Making a Media Plan

MEDIA PLAN - CONCEPTS

The place to start is, understanding media

language.

Some terms apply to all media;

some apply only to broadcast

some apply only to only print.


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What is???

CPM


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Target Market Coverage

Population excluding target market

Target market

Media coverage

Media overexposure

Coverage

Exceeding

Market

Partial

Coverage

Full

Coverage

Target

Market


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General


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Comparing the Cost of Media

CPM =Cost of commercial time

1000 viewers

Cost per rating point (CPM)


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CPT(Cost Per Thousand)

The cost to reach 1,000 things, whetherhouseholds or women or children.

CPT reduces a variety of different audiences, costsand delivery to one common denominator.

Always ask Cost per thousand what?

COST PER THOUSAND (CPM) = Cost Per Spot

Number HH Watching 1000


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If a TV spot costs Rs.30,00,000 and reaches 3

lac homes, CPT is Rs. 1000.

The CPT allows cross comparison across

different media types and media vehicles.

They represent the total number of messages

delivered by a media plan,

Multiplied by the number of times they see it.

The gross sum of all media exposures without

regard to duplication.

CPT(Cost Per Thousand)


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Reach

The percentage of target audience who are

exposed to the message at least once during

the relevant time period.

If your media plan gets to four out of five

homes, it is said to have an 80% reach.


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Media Reach In Metros

All Media Press TV Cable Radio

4 mega metros 93.8 67.2 85.6 35.2 30.1

8 Mini metros 93.2 67.6 85.1 32.6 18.5

11 Other

metros

91.9 67.6 81.8 37.7 20.4

23 Metros

(overall)

93.3 67.4 93.3 34.8 24.9


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Overall Media Reach

TV Press TV (C&S) Radio

All India 45 34 21 12

Urban 76 59 23 31

Rural 33 24 20 05


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Frequency

The number of times the member of the targetaudience is exposed to a media vehicle.

Factors determining the need for frequency

Complex messages need more frequency

More demanding advertising objectives needmore frequency

Highly effective advertising generally requireslower frequency

When theory calls for exposure close to thepurchase, higher frequency is needed


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Coverage

Coverage refers to the size of a potential

audience that might be exposed to a particular

media vehicle.

For media planers, coverage (the size of thetarget audience) is very important.

Reach will always be lower than coverage., as it is

impossible to reach 100% of the target audience. For example, 5 lakhs is the coverage and 3.5 lakhs

is the reach of the media vehicle.


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Impact

Impacts refer more to TV than to the press.

Impact =the total number of people who see

the ad multiplied by the number of times they

saw it.

Opportunity to see (OTSs):

OTSs are the number of exposures or

opportunities that a particular audience has to

see a particular advertisement.


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Two Philosophies of Media Planning

Assume a fixed budget, with a forced trade-off

between reach and frequency.

Traditional philosophy is to determine

frequency needs, and let that drive reach.

Current movement is toward maximizing

reach and frequency.


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Print Medium


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Circulation:

The number of distributed copies of a publication.


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Sr. Newspaper Language City, State Cir.

1 The Times of India English Various 3.146

2 Dainik Bhaskar Hindi Various 2.547

3 Dainik Jagran Hindi Various 2.168

4 Malayala Manorama Malayalam cities in Kerala 1.514

5 The Hindu English Various 1.360

6 Eenadu Telugu cities in A P 1.350

7 Deccan Chronicle English Various 1.349

8 Ananda Bazar Patrika Bengali Kolkata,West Bengal 1.277

9 Amar Ujala Hindi Various 1.230

10 Hindustan Times English Various 1.143

11 Hindustan Hindi Various 1.142

14 Gujarat Samachar Gujarati Ahmedabad, Gujarat 1.051

15 Punjab Kesari Hindi Punjab, Harayana .902

Circulation:


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Audience

Primary audience: The number of users who geta magazine at a newsstand or in the mail assubscribers.

Secondary audience (Pass-along readers):Readers who obtain the publication second hand,(i.e. from a reception room, from afriend/neighbour, etc.) in other words those whodo not pay for the publication they are reading.

Total audience: It is the total o primary as well assecondary audiences.


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Coverage

The percentage of a population group reached

by a publication.


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Readership

Total number of individuals in a selectedgroup (e.g., adults, males, females 18-34) thatare estimated to recognize, or to have read or

looked into a particular publication within anissues life cycle.

The technical definition varies, depending onthe method used to measure it.

Readership is a more useful tool foradvertisers than is circulation.


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Assignment

Study the given Media Vehicle on above headings:

Business World. Advertising & Marketing.

Business Today. India Today.

Femina. Business India.

Times Of India. Indian Express.

Maharashtra Times Samna

Navbharat Times Any Regional/National PrintMedia vehicle


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Test the efficiency of Vehicle.

S.N. Media Vehicle Full page Rate Readership

1. Times of India 3200 950000

2. Indian Express 2400 460000

3. Hindustan Times 2700 530000

4. Economic Times 2200 230000


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Broadcast Media


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Audience Potential

The total number of people within a

demographic group / market


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TARP

Target Audience Rating Point

= The audience viewing a specific program

(expressed as a % of the potential)

Target Rating Points

= Total target market exposures

________________________________

Target market population


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CPT

Cost Per TARP

Way of comparing the costs of different TV

Program relative to audience


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An estimate of the number or percentage of

different people exposed to one or more

vehicles in a media schedule within a given

period of time.

Different individuals or homes exposed

"Opportunity to see"

Reach


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Provide an indication of the percentage of peoplethat have an opportunity to be exposed to yourmessage

Used to determine cost of the placement of an ad.

RATING = Households Viewing Program 100

TVHH

Rating


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Market TVHH RatingNumber of

Homes

Mumbai 6,000,000 5 300,000

Chennai 1,300,000 5 65,000

Tamil nadu 381,200 5 19,060

Rating


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The number of times people are exposed to or

reached by a message

the average number of times

Ex: 10 X 1 + 10 X 2 = 30/20 = 1.5

or

# of exposures divided by # reach = avg. freq.

Frequency


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Frequency

1. Three exposures are best.

2. More exposures work, but at a decreasing rate.

3. These principles are consistent across media.

4. Wearout may depend on the message.


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Frequency: Creative Factors

Message complexity

Message uniqueness

New vs. continuing campaigns

Image versus product sell

Message variation

Wearout


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Frequency: Media Factors

Clutter

Editorial environment

Attentiveness

Scheduling

Number of media used

Repeat Exposures


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Used to assess a market share or percent of

people tuned to particular program.

(ex: share of audience)

Indicates the percentage of the total

viewing/listening audience a program, or

station, has.

Share


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Gross Rating Points & Impressions* This is the sum of rating points for a selected

group of programs which an advertiser may wishto sponsor.

Used to analyze relationships of various mediaplans and schedules

Often used to "pitch" and win new business.

Ex: 100 gross rating points means that almost100% of the population will and could be exposedto your message at least one time.

GRP


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. The following schedule would give the advertiser exactly 14

"points" at a cost of 250,000

GRP

Program Rating Points

Cost Per Spot

(in 000s)

Program A 3.4 40.00

Program B 5.8 150.00

Program C 4.8 60.00

Gross Totals: 14.0 250.00


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how many people you are targeting will be

exposed to the message --Reach

how many times the person will have anopportunity to see your message

The gross rating points of the target audienceGRPS = Reach X Frequency

Reach/Frequency/GRPs


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Percent or number of people reached by a media scheduleat a frequency deemed "effective."

You define the level that you feel is the right level to getyour message across to the consumer.

Reach and frequency tell a planner nothing about theeffectiveness of the media plan. For example, Will theplan result in sales?

Analyze alternative media plans and combinations

Select the combination that delivers the most reach amongpeople.

Effective Reach


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Maximizing Effectiveness

Frequency

Reach

0 5 10 15

25%

20%

15%

10%

5%

0%

IneffectiveReach

EffectiveReach

IneffectiveReach


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portion of marketer's audience that are not in the

target market

Waste


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Number of exposures each advertisement

generates and how long it remains available to the

audience;

outdoor ads, many exposures/message,

magazines retained for a long period of time.

Message Performance


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clutter, # of advertisements contained in asingle program/issue of a medium.

TV ads moving to 15 secs. each is increasing

clutter. Some moving to 2 minutes...or even 5,

especially if there is a complex message...

Find the Primetime ad. Clutter of : Zee TV Star Plus Colours

Aj Tak CNBC Dicovery

Clutter


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The Process Assembling Elements of a Media Plan:

1. State the marketing problem

2. State the most significant marketing objectivesand strategies

3. Write media objectives

4. Write media strategies

5. Write rationales

6. Show numerical data in table form

Evaluating The Media Plan


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The Process Assembling Elements of a Media Plan:

7. Present an Overview of Competitive Activity and

the effects on your strategies

8. Explain how decisions were made for spot TV

9. Do not confuse creative strategies with media

strategies.

10. Provide a flow chart or a media calendar

11. Make the plan interesting

Evaluating The Media Plan


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The macro scheduling problem : Scheduling to seasons and the business cycle.

Follow or oppose the seasonal pattern,

To be constant throughout the year. Off-season may boost sales and consumption

without hurting seasonal consumption.

Media Timing & Allocation


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The micro scheduling problem : Allocating advertising expenditures within a short

period to obtain maximum impact. Over a given

period,

Concentrated (burst advertising), dispersed

continuously, or dispersed intermittently.

Decide whether to leave ad messages level, increase

them, decrease them, or alternate them in theaschedule.



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The advertiser can choose Allocation as1. Continuity

2. Concentration

3. Flighting4. Pulsing.



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Continuity : scheduling exposures evenly throughout

a given period. expanding market situations,

frequently purchased items, buyer categories.

Concentration : spending in a single period. one

selling season or holiday.



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Flighting : advertising for some period, followed by a

period with no advertising, followed by a second

period of advertising activity. When funding is

limited, the purchase cycle is relatively infrequent,and with seasonal items.

Pulsing is continuous advertising at low-weight levels

reinforced periodically by waves of heavier activity.



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Scheduling Options

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec


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Media Terminology

Reach - The number of audience members

reached at least once (per week).

Frequency - The number of times a receiver is

exposed to the message per time period(week).


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Managerial Approaches to Budget

Factors Influencing the Budget Decision

1. Market Size

2. Market Potential

3. Market Share Goals

4. Economies of Scale in Advertising

5. IMC Tools


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Ad Spending and Share of Voice

Decreasefind aDefensible Niche

Increase to Defend

Attack With LargeSOV Premium

Maintain ModestSpending PremiumC

omp

etitors

Share

ofVoice

High

Low

HighLowYour Share of Market


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Bottom line

The main GOAL of Media Planning

is to find the most EFFICIENT

means to reach the target audience

Not always the lowest $!

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Media Planning Concepts