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Media selection & Measurement
Media Selection
• Where should we advertise?• Which media vehicles?• When during the year?• Should we concentrate our advertising?• How often should it run?• What opportunities are there to integrate our
media planning with other Promotion or Communication tools?
Relationship Between Trial, Awareness, and the Exposure Function
• For e.g. in a product trial, this exposure could be the level of brand awareness among the audience.
• Suppose the rate of product trial increases with the level of audience awareness, as shown in diagram 1(a). If the advertiser seeks a trial rate of T*, it will be necessary to achieve a brand awareness level of A*.
• The next step is to determine how many exposures of the message E*, will produce a level of audience awareness of A*.
• The effect of exposures on audience awareness depends on the exposures’ reach, frequency, and impact:
• ‘What is ‘desired number of exposures’?
Reach
Reach
• Reach is the number of different individuals or households exposed to a particular media schedule during a specified time period.
Frequency
• Frequency (F): The number of times that an average person or household is exposed to the message within the specified time period.
Impact
• Impact (I): The qualitative value of an exposure through a given medium (for e.g. a clothing product ad in a fashion magazine would have a higher impact than in Fortune magazine)
Example
• advertising budget is Rs.10,00,000 and the cost per 1,000 exposures of average quality is Rs.5.
• Means It can buy 20,00,00,000 exposures• If frequency is 10• So, Reach would be 2,00,00,000
• The relationship between reach, frequency, and impact is captured in the following concepts:
• Total number of exposures (E): This is the reach time multiplied by the average frequency i.e. E = R x F. It is also called the gross rating points (GRP).
• If a media schedule reaches 80% of homes with an average frequency of 3, then it has a media schedule GRP of: 80 x 3 = 240.
• Weighted number of exposures (WE): This is the product of the reach time, average frequency time, and average impact i.e. WE= R x F x I.
• Reach is more important when launching new products, brands, brand extensions, infrequently purchased brands, or entering an undefined target market.
• Frequency is more important where the competition is strong, high consumer resistance, or a frequent purchase cycle.
Media Mix……….???
Profile of Major Media TypesMedium Advantages Disadvantages
Newspapers Flexibility; timeliness; local; believability
Short life; small “pass-along”; reproduction
TelevisionMultiple senses; appealing; high attention; high reach
High absolute cost; clutter; fleeting exposure; less audience selectivity
Direct Mail Audience selectivity; flexibility; personalized
Relatively high cost; “junk mail” image
Radio Mass use; high selectivity; low cost
Single sense; passive; fleeting exposure
TelephoneMany users, personal touch
Relatively high cost
MagazinesHigh selectivity; high quality; credibility and prestige; long life
Long lead time; waste in circulation
Medium Advantages Disadvantages
OutdoorFlexibility; low cost; high repeat exposure; low competition
Low audience selectivity; creative limitations
Yellow PagesExcellent local coverage; high believability; wide reach; low cost
High competition; long lead time; creative limitations
InternetHigh selectivity; interactive possibilities; low relative cost
Increasing clutter
Brochures Flexibility, full control, can dramatize messages
Overproduction could lead to runaway costs
NewslettersHigh selectivity, full control, interactive opportunities, low costs
Cost can run out of control
Variables to select a media
Media planners select a media by considering the following variables:
• Target audience media habits: Radio and television are the most effective media for reaching teens, households.
• Product characteristics: Media types have different potential for demonstration, visualization, explanation, believability, and colour.
EX:Women’s clothing is best shown in colour magazines, whereas high-tech products requiring dynamic presentation such as digital cameras, printers, or cell phones are best demonstrated on television.
• Message characteristics: Information and timeliness will influence media choice.– For ex: Autodrive, Photogrphy
• Cost: Television is expensive, whereas newspaper advertising is relatively inexpensive.
Alternative Media options
Foster’s “How to Speak Australian” TV Campaign
Folgers coffee ad
Ad Line:My City that Never sleep. Wake up Folgers
eBay Campign
Tata AIG Medical insurance Ad
Jaquar ad:
Out of Home advertising or Place advertising
• Out-of-home advertising or place advertising is a broad category including many creative and unexpected forms of media to grab consumers’ attention.
• The idea is that it is easy to reach people where they work, play, and shop. Some of the OOH options include billboards, public spaces, product placement, and point of purchase.
Orient Fans ad
Public Space
Source: freshplaza.com
Source: outerglow.blogspot.com
Source: informal.ro
Point of Purchase
• There are many ways to advertise at the point of purchase (P-O-P). It includes ads on shopping carts, cart straps, aisles, and shelves, as well as promotion options such as demonstrations, live sampling, and instant coupon machines.
Johnscliffe ad
MilkyBar ad:
Evaluating Alternative Media
Product Placement
• Product placement has expanded to TV shows from movies. Now advertisers pay huge fees to make their products cameo appearances in movies and on television.
• There are two types:– Active– Passive
Passive Product Placement
– Product or signage is usually placed in the background in some scenes or song sequence of the movie.
From a Movie – A girl with a Dragon Tatoo
• Apple i-pad in Modern Family
Active Product Placement
– Product is actually used & talked by the film star in the movie
• Ex: – Koi Mil Gaya(video)
• Hero Honda• Bournvita
– Krrish• Star Plus as News Channel
– Taal,Yaaden• Coke
Selecting Specific Media
• It is basically the process involved in answering a client’s question :
“ What are the best means of reaching out and communicating to the prospective customers of my brand ?”
Selecting Specific Media
• In making the media choices, the planner must rely on measurement services that provide estimates of audience size, composition, and media cost. Audience size has several possible measures:– Circulation: The number of physical units carrying the
advertising– Audience: The number of people exposed to the vehicle– Effective audience: The number of people with target
audience characteristics exposed to the vehicle– Effective ad-exposed audience: The number of people with
target audience characteristics who actually saw the ad
Readership & Circulation
• NRS - National Readership Survey• IRS - Indian Readership Survey• Product profiles - Data on product and
brand usage• ABC (Audit Bureau of Circulation) -
Circulation figures
What is the difference between 'circulation' and 'readership'?
• 'Circulation' refers to unique, individual printed copies actually sold, not just printed, by a newspaper. These numbers are measured by the ABC.
• 'Readership' refers to the number of people who read a newspaper, irrespective of whether they have bought it or not. Theoretically, therefore, readership will always be higher than circulation. Three members of your family, for instance, may read today's single copy of TOI in your home.
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
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
Claimed Readership :
No. of people who claim to have read a publication with a frequency greater than zero
The National Readership SurveyConducted 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.
General Interest Magazines - English
All India Top 8 MetrosIndex Index
Adult Popln 100 100Exposed to Press 45 54Expsd to Eng Mags 8 13
India Today 100 100The Week 21 26Sunday 16 19Frontline 16 19Outlook 9 22
India Today still the undisputed leader
Women’s Magazines - English
All India Top 8 Metros WomenIndex Index Index
Adult Popln 100 100 100Exposed to Press 45 54 32Expsd to Eng Mags 8 13 5
Femina 100 100 100Woman’s Era 80 81 94Savvy 22 30 23Society 18 23 14Cosmopolitan 13 22 9
Femina & Women’s Era are way ahead of the others
Women’s Magazines - Hindi
All India Top 8 Metros WomenIndex Index Index
Adult Popln 100 100 100Exposed to Press 45 54 32Expsd to Eng Mags 8 13 5
Grihashobha 100 100 100Sarita 56 50 45Grihalakshmi 39 38 36Meri Saheli 38 28 39Manorama 33 22 33
Grihashobha continues to lead
Ex:
• Media planners calculate the cost per 1,000 persons reached by a vehicle.
• If a full-page, ad in a weekly magazine costs Rs.2,00,000 and the magazine’s estimated readership is 30,00,000 people, the cost of exposing the ad to 1,000 persons is approximately Rs.67 [(200000/3000000) x 1000].
• The same ad in another weekly may cost Rs.70,000 but reach only 9,70,000 persons at a cost-per-thousand of Rs.72.
TV
Calculating TRP-The Diary Method
Suppose there are 150 HHs in Kanpur
30 people indicate in the diary that they watched DID
Therefore the TRP for DID : (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
Calculation of TRP- The Peoplemeter Method
Universe : 10 people (A,B,C,D,E,F,G,H,I,J)Program : EK HAJARO MAI MERI BAHENA HAI telecast at 8.30 - 9.00 pmDuration : 30 minutesViewership Viewer Start Time End Time Minutes WatchedA 8:30 8:40 10B DNW - -C DNW - -D 8:46 8:50 4E DNW - -F 8:30 8:35 5G DNW - -H DNW - -I DNW - -J 8:33 8:58 25
Calculating TRP Method:
TRP of EHMMBH :
10 4 5 25+ + +
30 30 30 30 x 100 = 15
10
The corresponding TRP under Diary Method : (4/10)x100 = 40
Radio
Radio Audience Measurement
DIARY METHOD FOR RAM• Around the world, the most common type of radio listening
diary runs for one week, and is filled in by one person. • Usually there's one page opening for each day, with quarter-
hour units down the page, and one column for each station. • When there aren't very many radio stations in the area being
surveyed - less than about 10 stations - the station name is usually printed at the head of each column.
• To indicate listening to a station during most of one quarter hour, the respondent just ticks box for one station (choosing the appropriate column) on one quarter-hour (choosing the appropriate row on the page).
• When there are many radio stations in the area, a common method is to use a system that was first developed in Canada.
• Each diary comes with a set of stickers, and each sticker has a station name on it.
• If it's a 7-day diary, there are 7 stickers for each station in the area. When the interviewer is explaining the diary to the respondent, she (the interviewer) asks him (the respondent) which radio stations he normally listens to, finds the stickers for those stations, and sticks them in the blank column headings for each day of the diary.
• The respondent is asked, if he listens to any other stations during the week, to stick the sticker for that station at the head of a spare column.
Media Timing and Allocation
• Macro-scheduling– The macro-scheduling issue involves scheduling
the advertising in relationship to seasons and the business cycle.
– Ex:
suppose 70% of a product’s sales occur between June and September. The firm can vary its advertising expenditures to follow the seasonal pattern, to oppose the seasonal pattern, or to be constant throughout the year.
• Micro-scheduling– The micro-scheduling problem calls for allocating
advertising expenditures within a short period to get the maximum benefit.
– For example:• The firm decides to buy 30 radio spots in the month of
September.
• Buyer turnover which is the rate at which new buyers enter the market (the higher this rate, the more continuous the advertising should be).
• Purchase frequency is the number of times during the period that the average buyer buys the product (the higher the purchase frequency, the more continuous the advertising should be).
• The forgetting rate is the rate at which the buyer forgets the brand (the higher the forgetting rate, the more continuous the advertising should be).
• In launching a new product, the advertiser must choose among continuity, concentration, flighting, and pulsing.– Continuity means exposures appear evenly
throughout a given period. This form of advertising is used in expanding market situations, with frequently purchased items, and in tightly defined buyer categories.
– Ex: Salt, Soap, Detergent Powder etc.
– Concentration calls for spending all the advertising money in a single period. This makes sense for products with one selling season or related holiday.
– Ex:During Festival & seasonal
– Flighting calls for advertising for a period, followed by a period with no advertising, followed by a second period of advertising activity. It is useful when there is limited funding, the purchase cycle is relatively infrequent, or items are seasonal.
– Ex: Rasna
• Pulsing draws on the strength of continuous advertising and flights to create a compromise scheduling strategy. Those who favour pulsing think that the audience will learn the message more thoroughly, and at a lower cost to the firm.
• Ex: Pepsi, coke, Deodorants
Activity
• In an effort to market an online gaming site, one tutu-wearing (a skirt worn as a costume in a ballet performance) man leapt into an Olympic pool at the 2004 Athens games. He was convicted of various counts of trespassing and creating a disturbance and was sentenced to multiple months in a prison. Some divers were apparently put off by the incident and subsequently failed to complete their dives.
• What other media could’ve been used to effectively advertise the same message?
• Thank you!!!
• The man, 31-year-old Rob Bensimhon of Montreal, jumped off the pool's diving board strangely clad and with an ad for an Internet casino stenciled on his chest.
• Bensimhon was subsequently sentenced to five months in jail. While on trial, he denied having performed the stunt for money, saying that he "didn't think what he did was so serious." He claimed that he had wanted to honor Greek marathon runner Spyros Louis, who won the gold medal in the first modern Olympics, held in 1896.
• After working with other industry circulation audit firms throughout the past 13 years of my daily newspaper career, it is refreshing to see CVC is so customer-friendly, informative and supportive of the publications your company audits."
• Jason Sethre Fillmore County Journal
• If advertisers know what they're buying, it's a lot easier to keep them satisfied, based on their expectations. The audit lets the advertiser know exactly who the reader is, and that's the most important thing."
• Rick WamreAdvocate Publishing
• Find out examples of campaigns that failed b’coz of lack of pre-launch research. what went wrong in that cases?