Media PlanningMedia Planning

A game of darts ?A game of darts ?

What is Media Planning?What is Media Planning?

Defining Media PlanningDefining Media Planning

Media Planning consists of a series of Media Planning consists of a series of decisions made to answer the decisions made to answer the

question for advertisers :question for advertisers :

`What is the best means of delivering `What is the best means of delivering advertisements to prospective advertisements to prospective

purchasers of my brand or service ?’purchasers of my brand or service ?’

Media Planning – The processMedia Planning – The process QUESTIONS ANSWERSWho 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

Terms used in PlanningTerms used in Planning

Target AudienceTarget Audience

•Definition : The demographic group that has been identified as

the key consumer group for the brand. Allmarketing/advertising activity is concentrated onreaching/appealing to this group.

•In Practice : The Pepsodent target audience is Female, SEC ABC, 25-44 year old.

Target AudienceTarget AudienceUNIVERSE

•Definition : The actual & total number of individuals present in a Demographic segment

•In Practice: 25-44 yrs Pepsodent universe is 2.7 million. Size of the TA for Pepsodent is 2.7 million.

DemographicsDemographics

• It is a way of describing audience based on factors such as

-age -gender -education level -town class -income class etc…

PsychographicsPsychographics

• It is a way of describing audience, based on their

- Life style- attitudes- aspirations- habits including media & product consumption

Consumer personalitiesConsumer personalities

ShapeShape CharacteristicsCharacteristics ExampleExample

BoxesBoxes Neat,organisedNeat,organised

structuredstructuredAccounts,compuAccounts,computer programmerster programmers

TrianglesTriangles Self assured Self assured respectedrespected

Politicians Politicians /executives/executives

RectanglesRectangles State of transition,State of transition,

unpredictableunpredictableNew employees New employees & collage & collage studentsstudents

CirclesCircles Good interpersonal & Good interpersonal & peace peace

Secretaries/Secretaries/nursesnurses

squigglessquiggles creativecreative Scientists/Scientists/artistsartists

Socio-Economic Class Socio-Economic Class ( SEC)( SEC)

• Categorization of a household based on both occupation and education of the Chief Wage Earner

• Approved by ‘Market Research Society of India

The SEC grid – Urban IndiaThe SEC grid – Urban India Education

Occupation

Unskilled Workers E2 E2 E1 D D D D

Skilled Workers E2 E1 D C C B2 B2Petty Traders E2 D D C C B2 B2Shop Owners D D C B2 B1 A2 A2Business/Ind.

No. employees - 0 D C B2 B1 A2 A2 A1

1-9 C B2 B2 B1 A2 A1 A110+ B1 B1 A2 A2 A1 A1 A1

Self Employed Prof.

D D D B2 B1 A2 A1

Clerical/Salesmen D D D C B2 B1 B1

Supervisory level D D C C B2 B1 A2Off./Exec.-Jun. C C C B2 B1 A2 A2Off./Exec.-Mid/Sen.

B1 B1 B1 B1 A2 A1 A1

College - not grad

Graduate/ PG - Gen

Graduate/ PG - Prof

IlletarateSch. Upto 4 yrs./

Lit no formal sch.

Sch. 5-9 yrs

SSC/ HSC

Socio Economic Classification - RuralSocio Economic Classification - Rural

Pucca Semi-Pucca Kuccha

Illetarate R4 R4 R4

Literate but no formal sch. R3 R4 R4

Upto 4 yrs R3 R3 R4

5-9 yrs. R3 R3 R4

SSC/HSC R2 R3 R3

Some College but not grad. R1 R2 R3

Grad/PG -Gen R1 R2 R3

Grad/PG -Prof R1 R2 R3

Education

Type of House

What is a MediumWhat is a Medium• Media : All Carriers and deliverers of advertisements• Medium : A broad general category of carriers • Vehicle : A specific carrier within a medium

Medium Vehicle Television Jassi Jaisi Koi Nahi

Newspapers Times of IndiaMagazines India TodayRadio Radio MirchiOutdoor Any hoardingCD/DVD CD or DVD of a movie

Internet Web site (Rediff.com)

Television RatingTelevision RatingDefinition : 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%

Gross Rating Points (GRP’s)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 RatingJassi 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)

Reach Reach THE OBJECTIVE OF ANY MEDIA BUDGET IS TO MAXIMIZE REACH & THE OBJECTIVE OF ANY MEDIA BUDGET IS TO MAXIMIZE REACH &

FREQUENCY & GRP`S within a given Advertising BudgetFREQUENCY & GRP`S within a given Advertising Budget

Reach defined as % of Target Audience who is Reach defined as % of Target Audience who is exposed at least once to an advertisement in a exposed at least once to an advertisement in a given period to a particular media vehicle or a group given period to a particular media vehicle or a group of Mediaof Media..

*Concentrates on one exposure only*Concentrates on one exposure only. . *Time selected is one month or a purchase cycle for it`s *Time selected is one month or a purchase cycle for it`s

measurement. measurement.

Reach FormulaReach Formula

Reach= Audience reached at least once X 100 Total Target Audience Universe

EG - ReachEG - Reach

The size of T.A of Livon – 10 millionThe size of T.A of Livon – 10 million

Our target is to reach 80% of the TA Our target is to reach 80% of the TA

• Thus our Advertising plan has to reach 8 million Thus our Advertising plan has to reach 8 million persons within a predefined budget.persons within a predefined budget.

Average Frequency/Average OTSAverage 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

Average Frequency/Average OTSAverage Frequency/Average OTS

Formula : Average Frequency = Total GRPs ÷ % Reach ORGRPs = Reach x Average Frequency

In Practice: 110 GRPs ÷ 63 Reach = 1.75 Average FrequencyTherefore, 63% of the target audience will seethe commercial on average 1.75 times during thegiven period.

Channel ShareChannel Share• No of people watching channel as a % of

total people watching TV for a particular day part.– Total TV audience 1000– No of people watching TV ( 8 – 9 PM )

700– No of people watching Star PlusV

600 – No of people other channels 100– Channel share of Star Plus 86 %

( 600 / 700 x 100 )

Circulation Vs ReadershipCirculation Vs Readership• Circulation

– Measured by the Audit Bureau of Circulations ( ABC ) on an on-going basis with results reported every 6 months

– Copy count. Number of copies sold– Not possible to identify / profile the buyer.

• Readership– Measured by independent periodic surveys

( IRS)– Measures the number of people who actually

read the publication.– Possible to profile the consumer.– IRS – “ Indian Readership survey ”

Circulation Vs ReadershipCirculation Vs Readership

Audience Publication Circ Rdrs Rdrs/000 000 Copy

Adults Filmfare 175 875 5Business Today 150 450 3

Men India Today 175 350 2Business Today 150 300 2

Women Femina 175 175 1Filmfare 150 300 2