Media Concepts

1. Media Concepts

2. Media
 Media exists primarily to deliver entertainment,
information and advertisements to a vast
audience
 Media should be thought of as both carriers
and delivery systems
 It is important to know that consumers have
specialized needs that media can meet

3. Media Vs Vehicles
 A medium refers to a class of carriers such as
television, newspapers, magazines, etc
 A vehicle is an individual carrier within a
medium
– The News is a carrier within the newspaper group

4. Classes of Media
 Mass Media (newspapers,magazines,radio,television)
– Such media are able to deliver to large audiences at relatively low cost
– Varied contents – attracted to different kind of audiences
 Traditional Vs Nontraditional media
– Media that have been traditionally used for reaching mass audiences
(newspapers, magazines,radio,TV and outdoor)- Traditional mediums
– Almost any innovative way of delivering ad messages to consumers is
considered a nontraditional medium (SMS, CDs etc.)

5.  Cybermedia
– “Cybermeida” are media that require a computer
and all the computer related communications fall
under this definition
Classes of Media

6. Which Media Do We Use, Why Or
Why Not ?
• Mass Reach
• Audio-visual appeal
• Appeals to senses
• Emotional
• Afinity
• Targetable by program/content
selection
• Demonstration
• Credible/prestigious
• High awareness
• Low CPM
• Impact
• Creates desire
Pros Cons
 High out-of-pocket cost
 Limited target audience
selectivity
 Long lead time
 Clutter - Switching off
Television

7. • Targetability
• Frequency
• Portability
• Personal
• Economical for local markets
• Short lead times
• Community involvement
• Strong promotional vehicle
• Low cost of entry
Pros Cons
• No visual
• Background medium
• Expensive reach builder
Radio
Which Media Do We Use, Why Or
Why Not ?

8.  Immediate high reach
potential
 National/local flexibility
 Short lead time
 Timely/newsworthy
environment
 Shopping/retail
environment
 Special interest
targetability
Pros Cons
 High out-of-pocket cost
 Short issue life
 Passive medium
 Non targeted readership
 Inferior reproduction
quality
 High clutter
Newspaper
s
Which Media Do We Use, Why Or
Why Not ?

9. Steps in a Media Campaign
 Define objectives.
 Nail down your strategy.
 Consider all options available.
 Gather and analyze research.
 Negotiate with suppliers.
 Execute/book.
 Campaign maintenance.
 Post buy analysis.

10. Because they establish the criteria
for evaluating the media plan
Why Are Media Objectives So
Important?

11. Media Strategies
 Evolve from media objectives and
describe how they will be accomplished
 Reflect specific course of action to be
taken
 A matter of evaluating different media
types and mixes to determine best way to
achieve objectives within given budget

12. Media Strategies Should Include
Four Elements
 Element One Broad selection of media to be used and
rationale for their choice
 Element Two Specific use of media to be used (e.g. TV
dayparts, magazine categories) and
selection rationale
 Element Three Rationale for each vehicle’s use including
quantitative and qualitative analysis
 Element Four Description of scheduling including when,
where and at what levels
–

13. Media Planning
“The process of designing a course of action that
shows how advertising time and space will be used
to contribute to the achievement of marketing
objectives.”

14. RATINGS (Rating Points)
 A rating is the percentage of individuals or homes
exposed to an advertising medium
 e.g. “Mera Saain” has a rating of 3%.

15. RATINGS
PROGRAM A PROGRAM B PROGRAM C

16. RATINGS
 PROGRAME A = RATING OF 40%
 PROGRAME B = RATING OF 20%
 PROGRAME C = RATING OF 20%

17. SHARE
 % AGE WHICH A PARTICULAR PROGRAME OR
CHANNEL HAS OF THE TOTAL LISTENING AND
VIEWING AUDIENCE

18. SHARE
PROGRAM A PROGRAM B PROGRAM C
4 OUT OF 5 = 100%

19. SHARE
 PROGRAME A = 2/4 50% SHARE
 PROGRAME B = 1/4 25% SHARE
 PROGRAME C = 1/4 25% SHARE

20. 20
100homeatsetTVwithHHsTotal
programatotunedHHsTotal
×=Rating
100onsetTVwithHHsTotal
programatotunedHHsTotal
×=Share

21. GROSS RATING POINTS (GRP)/TARPS
 TARPs or GRPs is the sum of individual rating points
for each placement in a TV schedule among a
specific target audience without regard to duplication
or repeat exposure to the media vehicle.
REACH x FREQUENCY = GRP’s
 TARPs = Add individual Rating Points.

22.  GRPs offer a description of total audience delivery without
regard to duplication or repeat exposure to the media
vehicle. Individuals, homes are counted as many times as
they are exposed to the advertising
 Example: 10 spots with avg. rating of 20%-GRPS=200%
 The 10 spot schedule with 200 GRPs, will be seen once
by the equivalent of 200% of the population
GROSS RATING POINTS (GRP)/TARPS

23. IMPRESSION
 Impressions are the sum of all advertising exposures
 Impressions are same as the GRPs/TRPs, but expressed in terms of
number of individuals rather than as a percentage
– Multiply GRPs delivered to a given population group by the number of
people in the population group
– 200GRPs X 9m HH= 18m
 Impression, like GRPs indicate the gross delivery without regard to
multiple exposure to the same HH or individual
 10 spot schedule will be seen by equivalent of 18m homes but
obviously not by 18m different homes

24. Neither of the two indicates how many
different people will be exposed to the
media forms
Enter – Reach and frequency

25. REACH (opportunity to see)
 The unduplicated reach of the defined target population.
 Reach takes into consideration your coverage area and your media selection.
 The coverage area you define.
 With media selection, the more you spread your dollars the broader the reach.
However is it effective reach?
 Media selection should be based on the medium’s ability to cover your defined
geographic area with limited waste.
 It is always better to convince 10% of the buyers 100% of the way, than to
convince 100% of the buyers 10% of the way.
e.g. If the target audience population is 1,000,000 people, and 800,000 are
exposed to the media vehicle at least once, then reach is :
800,00
1,000,000 X 100% = 80%

26. Reach accumulation of alternative schedules
15
14
13
12
11
10
9
8
7
6
5
4
3
2
1
0
Telecast
1 2 3 4 5
R
e
a
c
h
5 Spots-Same prg.
Telecast
1 2 3 4 5
5 Spots-different prg.
Duplicated
Unduplicated

27. Shape of a typical reach curve
% of HH reached
60
50
40
30
20
10
Week 1 2 3 4 5 6 7

28. FREQUENCY
 Frequency takes into consideration the number of times an individual is
exposed to your message.
 You can build frequency with consistency in media selection and creative
message. For budgetary reasons this often means focusing on a specific
geographic area and a few well targeted media vehicles.
 Remember that the stronger the frequency of message, the quicker the
response.
 The average consumer needs 4 exposures before the message registers
with them, and studies show that after 7 exposures they will take action.

29. AVG. FREQUENCY
 The average number of times an audience unit is
exposed to a vehicle
Frequency= GRPs or total duplicated audience
Reach

30. Coverage Vs Reach
 Coverage could mean potential to be exposed
to the advertising, and reach refers to those
people who actually are exposed
– A network television program has a coverage 85%
of TV homes in Pakistan
– Television program X reaches 9 million men aged
18-34 within a four-week period

31. COST EFFICIENCY
It is the relationship between a media vehicle’s
audience and the cost of using that media
vehicle :
 Cost per Thousand (CPM) and
 Cost Per Rating Point (CPRP) are measures of
cost efficiency.

32. COST PER THOUSAND (C P M )
 It is the advertising cost of reaching 1,000 units of a
given audience with a particular media vehicle.
 C P M is calculated by dividing the advertising unit cost
by the audience,in thousands :
Cost of the prg. / Number of people = Cost-per-person

33. CPP(Cost Per Rating Point)
 It Is the cost of purchasing one rating point or cost of
reaching one percentage of target audience
 CPRP = COST
GRP’S

34. SHARE OF VOICE (SOV)
 It refers to the % of a product activity,in media weight terms,within the
total category.
e.g. Media Weight
Total Women S O V
TARPs Per week %
Brands A 180 23
B 200 26
C 250 33
D 140 18
770 100
– To Evaluate S O V, one must use the same target group for all
products.

35. SHARE OF ADVERTISING (S O A)
 It refers to the % of a product activity, in terms of advertising dollar, within
the total category.
e.g.
Advertising S O V
Rs. Mil %
Brands A 2.0 29
B 1.0 14
C 2.5 36
D 1.5 21
7.0 100

36. Develop A Media Plan That...
 Helps increase brand share by 5% versus last year
 Directs advertising to users of the competition’s
product (defined as women 25-54 employed with kids)
to gain trial and increase share
 Generates effective reach levels that are 20% higher
than last year
 Limits each active period to five weeks to ensure
coverage of the product’s purchase cycle

37. Media Mix
 This is where you determine which media make sense
for you.
 Based on your objectives, budget and strategy, which
will deliver results?
 You are setting a boundary around the types of media
you will consider.

38. Media’s Relationship To Marketing
Should Guide Planning
Continually Question
How will this media plan
help accomplish
my marketing objectives?

39. Brand Development Index (BDI)
BDI = % local market brand sales
% local market population
A measure of a brand’s sales in a market relative
to market’s population
Karachi
% population = 7.74
% brand sales =15.48
BDI = 200

40. Category Development Index (CDI)
CDI = % local market category sales
% local market population
A measure of a product category’s sales in a
market relative to market’s population
Karachi
% population = 7.74
% category sales =11.98
CDI = 155

41. WHEN?
TIMING

42. Timing Objectives
 Determine best times to advertise
 Weeks of year
 Days of week
 Times of day
 Establish a scheduling pattern that
 Achieves communication goals
 Minimizes non-advertising periods
 Recognizes competitive activity

43. Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

44. Effective Frequency
 EF can be defined as the amount of frequency
necessary for advertisements to be effective in
communicating
 This number can vary from one repetition to as
many as ten or more
 Many thought that the optimum number of effective
frequency was from three repetitions on – three plus
concept

45. Response Curves
Frequency
Response
Threshold
•Advertising doesn’t
give results
immediately
•The first two
repetitions are a
threshold that
audiences have to
pass before
advertisements
become effective