Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Media Planning

82.161 Aufrufe

Veröffentlicht am

an insight into the media planning p[rocess of the ad agencies

Veröffentlicht in: Business, Wirtschaft & Finanzen
  • Login to see the comments

Media Planning

  1. 1. Media Planning A game of darts ?
  2. 2. What is Media Planning?
  3. 3. Defining Media Planning Media Planning consists of a series of decisions made to answer the question for advertisers : `What is the best means of delivering advertisements to prospective purchasers of my brand or service ?’
  4. 4. Media Planning – The process QUESTIONS ANSWERS Who 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
  5. 5. Terms used in Planning
  6. 6. Target Audience <ul><li>Definition : The demographic group that has been identified as </li></ul><ul><li>the key consumer group for the brand. All </li></ul><ul><li>marketing/advertising activity is concentrated on </li></ul><ul><li>reaching/appealing to this group . </li></ul><ul><li>In Practice : The Pepsodent target audience is Female, SEC ABC, </li></ul><ul><li>25-44 year old . </li></ul>
  7. 7. Target Audience UNIVERSE <ul><li>Definition : The actual & total number of individuals present in a </li></ul><ul><li>Demographic segment </li></ul><ul><li>In Practice: </li></ul><ul><li>25-44 yrs Pepsodent universe is 2.7 million. </li></ul><ul><li>Size of the TA for Pepsodent is 2.7 million. </li></ul>
  8. 8. Demographics <ul><li>It is a way of describing audience based on factors </li></ul><ul><li>such as </li></ul><ul><li>-age </li></ul><ul><li>-gender </li></ul><ul><li>-education level </li></ul><ul><li>-town class </li></ul><ul><li>-income class etc… </li></ul>
  9. 9. Psychographics <ul><li>It is a way of describing audience, based on their </li></ul><ul><li>Life style </li></ul><ul><li>attitudes </li></ul><ul><li>aspirations </li></ul><ul><li>habits including media & product consumption </li></ul>
  10. 10. Consumer personalities Scientists/artists creative squiggles Secretaries/nurses Good interpersonal & peace Circles New employees & collage students State of transition, unpredictable Rectangles Politicians /executives Self assured respected Triangles Accounts,computer programmers Neat,organised structured Boxes Example Characteristics Shape
  11. 11. Socio-Economic Class ( SEC) <ul><li>Categorization of a household based on both occupation and education of the Chief Wage Earner </li></ul><ul><li>Approved by ‘Market Research Society of India </li></ul>
  12. 12. The SEC grid – Urban India
  13. 13. Socio Economic Classification - Rural
  14. 14. What is a Medium <ul><li>Media : All Carriers and deliverers </li></ul><ul><li>of advertisements </li></ul><ul><li>Medium : A broad general category of carriers </li></ul><ul><li>Vehicle : A specific carrier within a medium </li></ul><ul><li>Medium Vehicle </li></ul><ul><li>Television Jassi Jaisi Koi Nahi </li></ul><ul><li>Newspapers Times of India </li></ul><ul><li>Magazines India Today </li></ul><ul><li>Radio Radio Mirchi </li></ul><ul><li>Outdoor Any hoarding </li></ul><ul><li>CD/DVD CD or DVD of a movie </li></ul><ul><li>Internet Web site (Rediff.com) </li></ul>
  15. 15. Television Rating Definition : 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%
  16. 16. 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 Rating Jassi 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)
  17. 17. Reach <ul><li>THE OBJECTIVE OF ANY MEDIA BUDGET IS TO MAXIMIZE REACH & FREQUENCY & GRP`S within a given Advertising Budget </li></ul><ul><li>Reach defined as % of Target Audience who is exposed at least once to an advertisement in a given period to a particular media vehicle or a group of Media . </li></ul><ul><li>*Concentrates on one exposure only . </li></ul><ul><li>*Time selected is one month or a purchase cycle for it`s measurement. </li></ul>
  18. 18. Reach Formula Reach= Audience reached at least once X 100 Total Target Audience Universe
  19. 19. EG - Reach <ul><li>The size of T.A of Livon – 10 million </li></ul><ul><li>Our target is to reach 80% of the TA </li></ul><ul><ul><ul><ul><li>Thus our Advertising plan has to reach 8 million persons within a predefined budget. </li></ul></ul></ul></ul>
  20. 20. Average 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
  21. 21. Average Frequency/Average OTS Formula : Average Frequency = Total GRPs ÷ % Reach OR GRPs = Reach x Average Frequency In Practice: 110 GRPs ÷ 63 Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
  22. 22. Channel Share <ul><li>No of people watching channel as a % of total people watching TV for a particular day part. </li></ul><ul><ul><li>Total TV audience 1000 </li></ul></ul><ul><ul><li>No of people watching TV ( 8 – 9 PM ) 700 </li></ul></ul><ul><ul><li>No of people watching Star PlusV 600 </li></ul></ul><ul><ul><li>No of people other channels 100 </li></ul></ul><ul><ul><li>Channel share of Star Plus 86 % ( 600 / 700 x 100 ) </li></ul></ul>
  23. 23. Circulation Vs Readership <ul><li>Circulation </li></ul><ul><ul><li>Measured by the Audit Bureau of Circulations ( ABC ) on an on-going basis with results reported every 6 months </li></ul></ul><ul><ul><li>Copy count. Number of copies sold </li></ul></ul><ul><ul><li>Not possible to identify / profile the buyer. </li></ul></ul><ul><li>Readership </li></ul><ul><ul><li>Measured by independent periodic surveys ( IRS) </li></ul></ul><ul><ul><li>Measures the number of people who actually read the publication. </li></ul></ul><ul><ul><li>Possible to profile the consumer. </li></ul></ul><ul><ul><li>IRS – “ Indian Readership survey ” </li></ul></ul>
  24. 24. Circulation Vs Readership