feb11 abm l 05 basic media strategy

8/3/2019 Feb11 ABM L 05 Basic Media Strategy

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Basic Media Strategy

It is a plan of action by an advertiser for bringing

advertising messages to the attention of

consumers through the use of appropriate media.

Identifying the characteristics of the target audience Defining the characteristics of the media that will be used

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Developing Media PlanMarket Analysis

Set the Media Objectives

Media Strategy development and implementation

Evaluation & follow-up

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Steps in Media Planning

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DECIDING ON MEDIA OBJECTIVES

The media planner has to decide on themedia objectives. Media objectives often

are stated in terms of reach, frequency,gross rating points and continuity.

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The following could be the media objectives

To reach photo enthusiasts of that age and income group who are the chiefpurchasers.

To concentrate the greatest weight in urban areas where the target audiencewould normally be found and where new ideas gain a quicker response.

To provide advertising support at a consistent level except when it needs extraweight during announcements and the holiday season, when such targetbuyers are planning to visit exotic places or to meet their kith and kin.

To select those media, which will help strengthen the creative strategy andhelp demonstrate convenience, ease of shooting and, of course, excellentresults. The Hot Shot camera with the Khatak sound became an instant

success with the photo enthusiasts in the late eighties in India.

To reach target buyers through those media to gain greater frequency andlesser cost per opportunity

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MEDIAEVALUATION

After the objectives are defined there is aneed to evaluate each media in order to

reach a conclusion about the type of mediathat will be most effective for theaccomplishment of the objectives.

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The objects of the evaluation are:

To see which media are feasible.

To pick the main medium.

To prepare for the decision on how it should be used.

To see whether there are suitable supporting media ifrequired.

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Creative suitability:

There may be obvious reasons why a particular medium is especially

suitable for the campaign or another is unsuitable, a coupon is to beincluded or the absence of color is critical. Often the preference of thecreative group is not backed up by concrete evidence but they havestrong views nevertheless about the media to use and those not to use.

An idea:

Sometimes a media idea, or better an idea which involves media and creative

content, is obviously right or simply a novelty, which is expected to attract

attention and so work. A press advertisement in the shape of the product,

using publications that have never before carried this type of advertising, a

radio commercial announcing officially there is now no shortage of the

product, a TV commercial that starts with silence and black screen, a poster

that looks like a shop window and so on. Sometimes a change is as good as an

increased budget.

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Availability and timing:

The type of product or copy claim may prevent the use of a medium- this is most

likely to rule out TV, on which, for example cigarettes are not advertised. The

flexibility required by the advertiser, for example being able to cancel or change

advertising at a few days notice, may also rule out a medium-for example it may

make color press impossible.

Proven effectiveness:

When there is evidence that a particular medium is the most efficient, the choice

is obvious. The evidence may come from the tests on our own product or from a

study of competitors activities.

The advertiser often insists on using the same medium as before, even without

testing its effectiveness. The best predictor of an advertising schedule is the

schedule for the previous year. This is not always laziness. It is partly because the

media scene is not very different from year to year: media change is dictated by a

major shift in the market place, a new medium, a new definition of the target, ora new advertising idea. Advertisers resist change because it involves more risk

than to continue with a proven, viable strategy.

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CHOOSINGAMONG MAJOR MEDIATYPES

The media planner has to know the capacity of the major media

types to deliver reach, frequency, and impact. The majoradvertising media along with their costs, advantages, andlimitations are to be well understood. Every media plan requiresthat specific media types be selected Doordarshan, Directmail, satellite TV, newspapers, magazines, etc.

Media planners must consider several variables before choosingamong major types:

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Target audience media habits:

This is the most important factor. Housewives watch more of television, whereas, working women gofor magazines. Again television programmes have different viewers. For instance, world this week is

viewed by teenagers and young adults. Therefore, it would be advisable to advertise during Worldthis week such products which are of interest to teenagers and young adults. Radio and televisionare the most effective media for reaching teenagers.

Products:

Products that require demonstration can suit for television. For example, the demonstration of theuse of a vacuum cleaner by Eureka Forbes. Financial advertising such as new issue of shares is good innewspapers. Women's dresses are best shown in color magazines, and Polaroid cameras a bestdemonstrated on television. Media types have different potentials for demonstration, visualization,explanation, believability, and color.

Again there are media restrictions on certain products. For instance, alcoholic drinks and cigarettescannot be advertised in press as well as on DD and AIR, hence these two options are totally ruled out.

Message:

The type of message dictates the type of media. For example, an ad that features technicalinformation is best suited for specific magazines. Again, an ad from retailer announcing major sale ondiscount requires more of local newspapers.

Cost Factor:

Television is very expensive, where as, radio is very economical. However, cost is not the only factor,even if it is calculated on the basis of cost per- person reached. The impact of the media is to be takeninto account.

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SELECTING

SPECI

FIC

MEDIA

VEHICLE

SOnce a decision is made on media types, specific media vehicles within eachmedium must be chosen. For instance, the media planner may take a decision toselect only magazines. The question now appears in which magazines. There areseveral classes of magazines- General interest like Readers digest, Women Interestmagazines like Femina, Savvy, Elle, Business interest magazines like Business India,Business Today.

If the decision is to select Business Interest Magazines- then the media plannermay consider the following:

Business India

Business World

Fortune IndiaDalal Street Journal

Business Today

Advertising & Marketing

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Elements of Media

Evaluation of a particular medium for inclusion in a campaign rests upon what it contributes tothe cumulative effect. Any medium comprises of 4 elements.

Character

Atmosphere

Reach and frequency

Cost

In addition to this, we should also realize that the value contributed by the medium alsodepends upon the size of the advertisement or length of the commercial and the position ofthe advertisement.

By the word character, we mean the objective characteristics of the medium; type ofcoverage, seasonal implications etc. By atmosphere we mean the effect on the mind oremotions of the mood and circumstances in which the advertisement in the medium isperceived by the audience. We shall now see these two elements in detail.

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CHARACTER

There are ten aspects to character.Geography

Class

Age

Power to reach special groups

Physical characteristics of the mediumAssistance to selling

Duration of interest

Timing

Impact or repetition

Indirect effects on influential groups like retailersGeography

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ATMOSPHERE

Atmosphere is the mood of the audience and therelationship between the message and the atmosphere ofthe medium carrying it. Evaluating atmosphere begins withdrawing the distinction between media whose primaryfunction is advertising eg. Posters, and media whoseobjective is different eg. Entertainment for television

channels, where the advertising matter is the intruder,whether acceptable or otherwise. Many media have theability to reach customers when they are deciding theirpurchases. Any advertising message at this moment is notonly acceptable but is also considered helpful. Thisincreases the level of assistance to selling tremendously.

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MediaV

eh

icles andTh

eirT

ypesDeciding to include advertising in the communication mix process is arelatively easy decision compared to deciding which media and media vehicle(for example which magazine or which cancel on TV, etc.)

Most of the advertising budget gets spent on the media (and not the creativeor production side).This is why a careful planning, negotiating and knowledgeskills are very important. Expert media planners and buyers got the best out ofthe advertising by finding the right spaces or places for an ad campaign at thelowest cost.

There are a wide variety of media available today for the advertisers to choose

from. The decision is depended on a lot of factors at the same time it is a verycrucial decision since the success of the campaign is highly depended on themedia selection aspect.

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TYPES OF MEDIAVEHICLES

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BROADCAST MEDIA

Broadcast media are quite young in comparison to the printed word. Fundamentally there aretwo main forms of broadcast: television and radio. Advertisers use these classes of media inorder to reach mass audiences with their messages at a relatively low cost per target reached.

The media allows the advertisers to add audio and /or visuals to their messages. The mediagives life and energy to the advertising message which is not really possible through other

media.

However people are normally unable and unwilling to become actively involved in thebroadcast advertising message. They cant consume the pace at which the message is seen andunderstood as the time is very short due to the cost aspect. The advertisers are also unable toprovide excessive details and information.

As a result the medium becomes more suitable for low involvement products.

Advertising messages through the broadcast media use a small time period, normally 15 or 30or 60 seconds depending on their budget and the availability.

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NARROWCASTINGThe word "narrowcasting" is particularly unique to the industry of mediaspecifically that of broadcast media. It is, according to the dictionary, theability to "aim a radio or TV program or programming at a specific, limitedaudience or consumer market.

For example, music television is presented on MTV (Music Television), orChannel V, CMM.ETC, CNN (Cable News Network) offers 24-hour newscoverage; ESPN (Entertainment Sports Network) boasts an all sports format;and Star TV, Zee etc, covers the family entertainment segment. Other cablechannels feature programming such as shopping, comedy, science-fiction, orprograms aimed at specific ethnic or gender groups highly prized by specificadvertisers

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NEW MEDIA

Recent technological advances have increased the range of new media available to the advertisersto communicate with their prospects and the consumers. New media allows for far greater level of

interactions between the advertiser and the receiver.

The new media would include internet and short message service (SMS).

New media is different from traditional media on a number of fronts, but the most important beingthe time that elapses between message receipt and response.

With new media the advertisers can target tightly clustered audiences with well defined messages.

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INTERNETADVERTISING

The World Wide Web is a hybrid medium, which shares characteristics with mass communicationas well as interpersonal communication. The medium combines the ability of the mass media todisperse a message to a wider audience with some of interpersonal communications possibilitiesof feed-back and interaction.

From a marketing view point, one of the implications of this is that exposure and action

advertising and transactions can be integrated. Since the medium is interactive, users of theWorld Wide Web play a much more active role in the communication process than users oftraditional mass media.

Where traditional mass media are characterized by an information push, the communicationprocesses on the Web are driven by a basic information pull, meaning that the control balance ofthe communication process has shifted in favor of the user. The immense body of informationavailable to the individual user further pushes the control of the communication process towardsthe user, and has lead to a highly fragmented content structure that allows the individual user to

pursue his specific interests.

Internet advertising has gained significant momentum across the world and has become a part ofthe media mix that is being considered by advertisers worldwide.

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Media Plan - Making a Media Plan

Two Philosophies of Media Planning

Both assume a fixed budget, with a forced trade-off between reach and frequency.

Traditional philosophy is to determine frequencyneeds, and let that drive reach. Current movementis toward maximizing reach and frequency.

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GENERAL

Cost per thousand: It is the cost to reach 1,000 things, whether households or

women or children. CPT reduces a variety of different audiences, costs and

delivery to one common denominator. Always ask Cost per thousand what?

COST PER THOUSAND (CPM) = Cost Per Spot

Number HH Watching 1000

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

homes, the cost per thousand homes is Rs.

1000(Rs.30,00,000 divided by 3,00,000).The CPT allows crosscomparison across different media types and media

vehicles.

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Impression:

They represent the total number of messages delivered by a media plan,whatever the media used-the number of people who see a message

multiplied by the number of times they see it. The gross sum of all mediaexposures (numbers of people/homes) without regard to duplication.

Frequency:

Frequency refers to 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 need more frequency

Highly effective advertising generally requires lower frequency

When theory calls for exposure close to the purchase, higher frequency isneeded

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Reach:Reach refers to 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 an80% reach.

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Media ReachIn Metros

All Media Press TVCable and

Satellite(C&S)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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Coverage:

It is a term often used for reach, however should not be confused withreach. Coverage refers to the size of a potential audience that might be

exposed to a particular media vehicle. For media planers, coverage (thesize of the target audience) is very important. Reach will always be lowerthan coverage., as it is impossible to reach 100% of the target audience.

For example, the size of the target audience may be 5 lakhs andthe numbers of individuals who actually see the advertisement are 3.5lakhs. Then in this case5 lakhs is the coverage and 3.5 lakhs is the reach ofthe media vehicle.

Impact:

Impacts refer more to TV than to the press.

Impact =the total number of people who see the ad multiplied by thenumber of times they saw it.

Opportunity to see (OTSs):

OTSs are the number of exposures or opportunities that a particularaudience has to see a particular advertisement.

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feb11 abm l 05 basic media strategy

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