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MEDIA

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Title: Welcome To Media Author: SHIKHA Last modified by: mnt Created Date: 10/3/1999 8:56:58 AM Document presentation format: On-screen Show Other titles – PowerPoint PPT presentation

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Title: MEDIA


1
MEDIA
2
Media PlanningThe Official Definition
  • It is basically the process involved in answering
    a clients question
  • What are the best means of reaching out and
    communicating to the prospective customers of
    my brand ?

3
TV Plan
  • Channel Prog Day/Time Dur Rate
    Spots Cost
  • X A Mon/2100 30 100 4 400
  • B Tue/2100 30 200 4 800
  • C Wed/2100 30 300 4 1200
  • Y D Thu/2100 30 400 4 1600
  • E Fri/2100 30 500 4 2000
  • F Sat/2100 30 600 4 2400
  • G Sun/2100 30 700 4 2800
  • Plan Total 28 11200

4
Print Plan
  • Publ. Lang Freq Circl. Edition
    Size Col/BW Ins Rate Cost
  • A Eng Dly 50 All 100 cc BW 4 100 400
  • B Hin Dly 60 All 100 cc BW 4 150 600
  • C Eng Dly 40 All 100 cc BW 4 200 800
  • X Ben Mnly 100 Cal FP Col 1 250 250
  • Y Tam Fnly 20 Mad FP Col 2 300 600
  • Z Tel Wkly 10 Hyd DS Col 4 200 800
  • Plan Total 19 3450

5
Evolution of Media Function The front end
Insignificant part of a full service agency
Till TV (TRP) Significant part of a
full service agency Till Zee
TV Critical part of a full service agency
Since Zee TV Beginning of media
unbundling Since
recession (CMB/AOR) Unbundling of agency
Since
Carat Media Service Independent Business
TODAY
Media specialists in Europe From3 in
1980 To67 in 1997
6
Some Basic Concepts
7
Reach
  • The total number of different people who have
    been exposed to the campaign

8
Frequency
  • The no. of times the audience gets exposed to the
    campaign

9
Average Frequency/OTS
  • The average number of times the target audience
    was exposed to the campaign

10
Media weight
  • The product of reach and frequency is known as
    GRPs.
  • GRP is a measure of the media weight delivered by
    a media plan

11
Media Research
12
Socio-Economic Classification - Urban
  • A demographic indicator designed by the Market
    Research Society of India to reflect purchase
    behaviour.
  • It is based on 2 parameters - Education and
    Occupation of the Chief Wage Earner of the
    Household.
  • The SEC of the HH determines the SEC of the
    family members.
  • SEC A1 is one category which also has an income
    filter (Rs 10,000 per month).

13
Broad SEC Classification - Urban
  • SEC By Education By Occupation
  • A1 Grad Post Grads B/I/SEP/Officer Execs
  • (General Professional) (Sr Mdl)
  • A2 Grad Post Grads Shop ownrs, Sup Level,
  • (Professional) Ofiicers Execs
    (Jr Lvl)
  • B1B2 SSC lt Grad Skld wrkrs, Petty Trdrs,
    Clerk,Salesmen
  • C Schooling 5-9 yrs Skld wrkrs,
    Petty Trdrs, Clerk,Salesmen
  • D Schooling upto 4 yrs Skld/Unskld, Petty Trdrs,
    Clerks,Salesmen
  • E Illiterate Skld/Unskld, Petty Trdrs,

14
Socio-Economic Classification - Rural
  • A demographic indicator designed by the Market
    Research Users Council (yet to be ratified by the
    Market Research Society of India).
  • It is based on 2 parameters - Education of the
    Chief Wage Earner of the Household and the Type
    of House
  • The SEC of the HH determines the SEC of the
    family members.

15
Broad SEC Classification Grid - Rural
  • SEC By Education By Type of House
  • R1 Some College but not Grad., Pucca
  • Grads Post Grads
  • R2 SSC/HSC Semi Pucca
  • R3 No formal school, Semi Pucca
  • Schooling upto 9th Std
  • R4 Illiterate Kuchha

16
Databases Used by PlannersPrint
17
Readership Circulation
  • NRS - National Readership Survey
  • IRS - Indian Readership Survey
  • Product profiles - Data on product and brand
    usage
  • ABC - Circulation figures

18
Some Definitions
  • Urban Rural Classification
  • According to the Census of India 1991, the
    following criteria were adopted for treating a
    place as urban
  • 1. All statutory towns, i.e., all places with a
    municipality, corporation, cantonment board or
    notified town area committee, etc.
  • 2. All other places which satisfied the following
    criteria
  • - A minimum population of 5000
  • - At least 75 of the male working population
    engaged in non-agricultural pursuits, and
  • - A density of population of at least 400 per sq
    km

Contd..
19
Some Definitions
  • Urban Rural Classification
  • 3. Apart from these, the outgrowths of cities and
    towns have also been treated as urban.
  • All areas not identified as Urban, are classified
    as Rural

20
Some Definitions
  • Household - A person living alone or a group of
    persons staying together
    sharing food from the same
    kitchen
  • CWE - The member of the family who makes
    highest contribution to the HH
    income
  • MHI - The sum of income of all members
    of the family
  • Housewife - The female or the male
    member of the HH who is chiefly
    responsible for HH tasks and
    decides what should be purchased for the
    HH, for products such as soaps/
    toothpastes, etc.

21
Some Definitions
  • Literate - A person who can with
    understanding do both - read write
    in any one language. It is however not
    necessary that he should have received
    formal education in a school.
  • Avg issue readership The estimated no. of
    people who have read
  • any
    issue of the publication within a

  • specified time interval which is equal
  • to
    periodicity of the publication.
  • Eg.A person would be counted in the
    average issue readership of outlook if
    he/she has read outlook in the last one
    week

22
Some Definitions
  • Claimed Readership
  • No. of people who claim to have read a
    publication with a frequency greater than zero

23
The National Readership Survey
  • Conducted by National Readership Studies Council
  • - Advertising Agencies Association of India
  • - Audit Bureau of Circulations
  • - Indian Newspaper Society
  • NRS has been strictly an Urban survey
  • 6 NRS studies have been conducted till date.
  • From 1995, it was decided to make it a once in 2
    years survey
  • From 1997 plans are to make NRS a 6-monthly
    survey and would also cover rural areas like
    the IRS.

24
Television
25
Television Reach
  • NRS V NRS VI
  • Total HHs 449 L 486 L
  • TV HHs 270 L 336 L
  • TV Penetration 60 69
  • C S HHs 93 L 150 L
  • C S Penetration 34 45

26
Television HHs - Changing Scenario
  • Growth over Change in
  • NRS V Absolute Nos.
  • Total HHs 8 38 L
  • TV HHs 24 66 L
  • CS HHs 62 57 L
  • Col TV HHs 43 33 L
  • Remote HHs 105 35 L
  • Over 50 of the new TV HHs added over NRS V have
    colour TV sets and remote controls

27
CS Penetration
  • NRS V NRS VI
  • SEC A 48 61
  • B 39 51
  • C 33 42
  • D 29 38
  • E 21 31
  • Total 34 45

CS Penetration has grown across the board
28
CS Penetration
  • NRS V NRS VI
  • Pop strata 25 L 31 47
  • 10-25 L 38 41
  • 5 - 10 L 34 40
  • 1 - 5 L 31 42
  • lt 1 L 40 47
  • Maximum growth in 25 L towns

29
CS Penetration
  • Zone Total
  • West 52
  • South 60
  • East 31
  • North (Less UP/Raj) 38
  • UP/Raj 27

South West are very clearly Satellite markets
30
CS PenetrationSEC ABC HHs
  • CS Penetration States
  • High Maharashtra, Gujarat, MP, TN, (50
    ) AP, Karnataka
  • Medium Orissa, Haryana, Punjab,
  • (45-50) Chandigarh, HP, Delhi
  • Low North East, Bihar, West Bengal,
  • (30 - 40) Rajasthan, UP, Kerala

31
Colour TV, B/W TV, Multiple TV sets...
  • NRS V NRS VI
  • TV HHs 270 L 336 L
  • Multiple TV HHs 3 4
  • Colour TV HHs 29 33
  • B/W TV HHs 71 67
  • Remote Control HHs 12.5 21

32
Remote Controls
  • of TV HHs with RC
  • SEC NRS V NRS VI
  • A 32 46
  • B 16 28
  • C 8 17
  • D 5 10
  • E 2 5
  • Total 13 21
  • 67 of all remotes are in AB HHs

33
Print
34
Print Reach
35
Print Reach
36
General Interest Magazines - English
  • All India Top 8 Metros
  • Index Index
  • Adult Popln 100 100
  • Exposed to Press 45 54
  • Expsd to Eng Mags 8 13
  • India Today 100 100
  • The Week 21 26
  • Sunday 16 19
  • Frontline 16 19
  • Outlook 9 22

India Today still the undisputed leader
37
Womens Magazines - English
  • All India Top 8 Metros Women
  • Index Index Index
  • Adult Popln 100 100 100
  • Exposed to Press 45 54 32
  • Expsd to Eng Mags 8 13 5
  • Femina 100 100 100
  • Womans Era 80 81 94
  • Savvy 22 30 23
  • Society 18 23 14
  • Cosmopolitan 13 22 9

Femina Womens Era are way ahead of the others
38
Womens Magazines - Hindi
  • All India Top 8 Metros Women
  • Index Index Index
  • Adult Popln 100 100 100
  • Exposed to Press 45 54 32
  • Expsd to Eng Mags 8 13 5
  • Grihashobha 100 100 100
  • Sarita 56 50 45
  • Grihalakshmi 39 38 36
  • Meri Saheli 38 28 39
  • Manorama 33 22 33

Grihashobha continues to lead
39
Film Magazines - English
  • All India Top 8 Metros
  • Index Index
  • Adult Popln 100 100
  • Exposed to Press 45 54
  • Expsd to Eng Mags 8 13
  • Stardust 100 100
  • Filmfare 98 113
  • Cine Blitz 30 26
  • Movie 22 32

The battle is between Stardust and Filmfare
40
Business Magazines
  • All India Top 8 Metros OEB
  • Index Index Index
  • Adult Popln 100 100 100
  • Exposed to Press 45 54 89
  • Expsd to Eng Mags 8 13 34
  • Business India 100 100 100
  • Business Today 85 87 77
  • Business World 48 49 48

41
Radio
42
Radio Reach
  • NRS V NRS VI
  • SEC A 47 35
  • B 46 33
  • C 45 31
  • D 41 29
  • E 34 24
  • Total 42 29

A dramatic fall for Radio
43
Radio Reach
  • NRS V NRS VI
  • Top 8 metros 44 35
  • 10 - 25 L 42 29
  • 5 - 10 L 40 28
  • 1 - 5 L 40 27
  • lt 1 L 40 26
  • Total 42 29

Radio reach has dropped across all town classes
44
Cinema
45
Cinema Reach
  • Townclass NRS V NRS VI
  • 25 L 61 52
  • 10 - 25 L 66 55
  • 5 - 10 L 68 52
  • 1 - 5 L 66 54
  • lt 1 L 58 46
  • Total 62 51

Contrary to popular belief Cinema Going is still
on the decline
46
Cinema Reach
  • NRS V NRS VI
  • SEC A 69 61
  • B 67 57
  • C 64 52
  • D 62 49
  • E 56 43
  • Total 62 51

Cinema Reach has declined across SEC categories
47
INTAM - Current Status
  • Reporting 21 centres
  • - Bombay - Jalandhar
  • - Delhi - NasikSolapurAurangabad
  • - Calcutta - Vishakhapatnam
  • - Madras - Vijaywada
  • - Bangalore
  • - Hyderabad
  • - Ahmedabad
  • - Lucknow Kanpur
  • - Pune Nagpur
  • - Madurai Coimbatore
  • - Bhopal Indore

48
Peoplemeter Types
  • Tuner Substitution
  • These meters work by substituting the tuner
    inside the TV set with their own tuner. Thus
    these meters have a direct control over what is
    happening on the TV set
  • Tuner Monitoring
  • Monitoring meters work by placing a small
    antenna-like probe near the tuner inside the TV
    set to detect the channel being viewed.
  • Picture Matching
  • Meters that capture the picture on the TV
    set which is later matched with the pictures
    collected at the master control station.

49
Calculation of TRP- The Diary Method
  • Suppose there are 150 Diary HHs in Kanpur
  • 30 people indicate in the diary that they watched
    Boogie Woogie
  • Therefore the TRP for Boogie Woogie (30/150
    )x100 20
  • 100 people indicate that they watched the Sunday
    Hindi Film
  • Therefore the TRP for Hindi Film (100/150)x100
    66.6

50
Calculation of TRP- The Peoplemeter Method
  • Universe 10 people (A,B,C,D,E,F,G,H,I,J)
  • Programme Kasauti Zindagi Ki telecast at 8.30
    - 9.00 pm
  • Duration 30 minutes
  • Viewership of KZK
  • Viewer Start Time End Time Minutes Watched
  • A 830 840 10
  • B DNW - -
  • C DNW - -
  • D 846 850 4
  • E DNW - -
  • F 830 835 5
  • G DNW - -
  • H DNW - -
  • I DNW - -
  • J 833 858 25

51
Calculation of TRP- The Peoplemeter Method
  • TRP of KZK
  • 10 4 5 25
  • 30 30 30 30 x 100 15
  • 10
  • The corresponding TRP under Diary Method
    (4/10)x100 40

52
Data on Competitive Media Activity
53
Print and TV
  • Print
  • ORG Press Audit
  • ABC
  • Television
  • Time Monitoring Services
  • Super services
  • Current Opinions and Future Trends
  • ORG TV Audit

54
TV - Advertising Monitoring
  • Coverage
  • All TV advertising across categories
  • Information
  • Time of telecast of ad
  • Spot duration
  • Estimate of spend
  • Reporting
  • Category/Brand/Channel
  • Periodicity
  • Weekly
  • Utility
  • Keeping track of competition

55
Print - Advertising Monitoring
  • Coverage
  • Across product categories
  • Information
  • Date of insertion
  • Colour/BW ad
  • Size/position of ad
  • Estimate of spend
  • Reporting
  • Category/Brand/Publication/Statewise
  • Periodicity
  • Monthly
  • Utility
  • Keeping track of competition

56
The Planning Process
57
Various Steps in Media Planning
  • Studying the Target Audience and its Media
    preferences
  • Review of our previous years performance
  • Competitive Analysis
  • Identifying Media Tasks/Setting Objectives
  • Framing a Media Strategy
  • Channel Selection
  • Progs/Dlys/Mags Selection
  • Developing the Final Plan
  • Plan Evaluation
  • Post Campaign Review

These do not necessarily happen sequentially -
there are overlaps between these steps
58
Identifying Media Tasks/Setting Objectives
  • Given the marketing objectives, one needs to
    identify Media Tasks and set objectives
    accordingly
  • The Media Objectives should be more a reflection
    of the Marketing Objectives
  • The marketing objectives provide direction for
    the planner in selecting Media. Media objectives
    should give further leads based on this.

59
Examples of Marketing Objectives andMedia
Objectives
  • Marketing Objective
  • To increase share with special effort directed
    only to the existing customer base

60
Examples of Marketing Objectives andMedia
Objectives
  • Marketing Objective
  • To increase share with special effort directed
    only to the existing customer base
  • Media Objective
  • Focus on the Core Target segment in the existing
    markets and increase frequency of exposure to our
    advertising

61
Examples of Marketing Objectives andMedia
Objectives
  • Marketing Objective
  • To regain lost volume - target 14 market share

62
Examples of Marketing Objectives andMedia
Objectives
  • Marketing Objective
  • To regain lost volume - target 14 market share
  • Media Objective
  • Special focus on markets where market share has
    dropped and step up activity levels. Maintain a
    consistent level of activity the other markets to
    maintain market share

63
Examples of Marketing Objectives andMedia
Objectives
  • Marketing Objective
  • To acquire 20 market share in year 1 after
    national launch, 25 in the next year and 30 in
    the 3rd year

64
Examples of Marketing Objectives andMedia
Objectives
  • Marketing Objective
  • To acquire 20 market share in year 1 after
    national launch, 25 in the next year and 30 in
    the 3rd year
  • Media Objective
  • Focus on markets where there is a higher return
    in value for every rupee spent. Focus on growth
    markets and capture market share

65
Framing a Media Strategy
  • Media Strategy is all about concrete steps taken
    to achieve Media Objectives
  • This would include steps like setting
    quantifiable media targets, finalising Media Mix,
    taking decisions on scheduling, market
    prioritization, identifying role for each element
    in the Media Mix, etc.

66
Market Prioritization - The Need
  • All markets might not be of equal importance
  • The client might want to focus on some markets
    for strategic reasons
  • Budget constraints - therefore cover markets with
    the available money on a priority basis

67
Factors Considered in Market Prioritization
  • Dispersion of Brand Sales
  • Competitive Activity
  • Dispersion of Target Audience
  • Growth rates in various markets
  • Category Sales Dispersion
  • Sales Targets
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