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Media & AdvertisingABHISHEKBHATTACHARYA
To effectively communicate, we must realizethat we are all different in the way we
perceive the world and use this
understanding as a guide to ourcommunication with others.
Anthony Robbins
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Media & Advertising
Contents
Marketing (in Brief)Definition, Brand, Positioning, Advertising
Media
Types of Media, Advantages, Disadvantages, Insights
Key Insights into Advertising FunctionsMedia Planning, Media Research, Media Operations
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Identify the Brand
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Identify the Brand
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Identify the Brand
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Marketingis process
ToIdentify the customer,
Reach out to the customer,
Attract the customer,
Satisfy the customer,
and
Maintain Relationship with the customer
Mar-ket-ing mrkitiNG (N)
The action or business of promoting and selling
products or services
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Elements of Brand Brief
Source: This graphic is from a book byAlina Wheeler: Designing Brand Identity
http://www.amazon.com/gp/product/0470401427/ref=pd_lpo_k2_dp_sr_1?pf_rd_p=486539851&pf_rd_s=lpo-top-stripe-1&pf_rd_t=201&pf_rd_i=0471213268&pf_rd_m=ATVPDKIKX0DER&pf_rd_r=13P15YJ7TMY2YXJT89TDhttp://www.amazon.com/gp/product/0470401427/ref=pd_lpo_k2_dp_sr_1?pf_rd_p=486539851&pf_rd_s=lpo-top-stripe-1&pf_rd_t=201&pf_rd_i=0471213268&pf_rd_m=ATVPDKIKX0DER&pf_rd_r=13P15YJ7TMY2YXJT89TD7/30/2019 Media BMS SIES August 20
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Market Make Up
Theor
eticalMaxim
umMarket
TheoreticalRe
alisticMarket
Theoretica
lPotentialMarke
t
Rea
lPotentialMarke
t
ActualMarke
tMarketShare
Total Population
Those with teeth
Habits and religion
Income levels
Served market
Actual shareMarketShare
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Yesteryears Advertising
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Positioning
The art of reaching consumers mind, remaining there successfully!
Task
Three stages
1. identifying a set of possible competitive advantages upon which to build a
position
2. choosing the right competitive advantages
3. selecting an overall positioning strategy
Then, effective communication fordelivery of the chosen position to
the market
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Population of INDIA is about 120 Cr
There are 28 States & 7 Union Territories74%INDIA is Rural*
Literacy rate 65%(Male 75% , Female 54%)*
Net GDP (current prices) is Rs. 73,06,990Cr (1.4 Tn USD)
49 Billionaires, who have Combined Wealth - 20% of GDP
62% INDIA is below age of 30 years
Everything has been thought of before,but the problem is to think of it again!
Johann Von Goethe
German poet
Source: Statistical Outline of India, 2008-09, *Census 2001, #Central Statistics Office - Data May 2011
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Advertising?!!What's that?
Any paid form of non-personal presentation and promotion of
ideas, goods or services through mass media such as
newspapers, magazines, television or radio by an identified
sponsor.
(Principles of Marketing: Kotler, Armstrong, Saunders and Wong)
Advertising is the activity of attracting public attention to aproduct or business, as by paid announcements in the print,
broadcast, or electronic media.
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Make a Note of it!
A recent study of brain activity has shown that humans think about300 to about a 1,000thoughts an hour
An average person has about
12,000thoughts a day
It is also discovered that a deeper thinker can have up to
50,000 thoughts a day
In fact its known that a
childis exposed to about
40,000ads a year
Source: hoomancan.com
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Normal Life Span of a Brand
12 years on average
Must be promoted at least 4 times per year
Thus, 12 x 4 = 48different dramatizations arerequired
Freshness keeps your sales staff going and yourcustomers interested
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Media
The media's the most powerful entity on earth. Theyhave the power to make the innocent guilty and tomake the guilty innocent, and that's power. Because
they control the minds of the masses.
Malcolm X
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Media Vehicle
Advantages
Broad reach within a defined market area
Reaches 57% Urban Individuals and 38% Nationally
Newspaper offers targeting capability with regional
delivery and special advertising sections
Geographic selectivity is available in small towns
Print lends Credibility i.e. Trusted by its Discerning
Audience
Marketplace for competitive price shopping
Disadvantages
Costly frequency medium
Real time dissemination of info not possible
Static Medium of Communication
Highly cluttered
Commands 44% media
advertising revenue pie
Habitual in nature, used
to Tactical sales driven
activities
Education, Real Estate,
Financial Services are
major advertisers
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Media Vehicle
Advantages
High speed of delivery and coverage
Reaches 82% Urban Individuals and 57% Nationally
3/4th TV Home has C&S Connections
Measurability of each spot
Use of audio and visual
Ideal for Frequency & Emotive connect
Seamless brand content integration possible
Doordarshan connects a large rural audience
Disadvantages
Coverage too vast for small advertisers
Loyalty is with content not with channel
Creative / content development is Expensive
Limited Inventory
Commands 41% media
advertising revenue pie
There are 520 TV
channels currently in
India
FMCG, Automobiles,
Insurance, HFL,
Telecom are major
advertisers
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Media Vehicle
Advantages
Higher shelf life then other mediums
Least expensive cost per impression
Ideal for Focused targeting
Larger then life graphics = stopping power
Increase awareness faster
Aided recall for other media
Believable copy due to visibility and tangibility
Disadvantages Cannot change copy readily
Local zoning ordinances can limit coverage
Medium Reach
Commands 6% media
advertising revenue pie
Considered as a lead
medium to create impact
through frequency
Three major categories
Traditional, Transit and
Alternate media
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Media Vehicle
Advantages
High speed of delivery with modest coverage
Reaches 23% Urban Individuals and 20% Nationally
Easily and widely available
Social listening a great opportunity to reach/ connect
with rural India
Flexible for seasonal or spot promotions
Disadvantages
Market segment without geographic consistency
Highly cluttered market in Metros
Lack of robust data (listenership)
Audio not as believable as visual
4% media advertising
revenue pie
There are 260 FM radio
stations currently in 90
cities in India
Retail, Social
Awareness,
Government are major
advertisers
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Media Vehicle
Advantages
High reach and longevity then other mediums
(in film)
Engaged and seated audience with a leisure mindset
Ideal for Focused targeting
Emotional Connect (in film)
Low cost of engagement
Disadvantages
High Cost (in film) Permanent Medium (in film)
Unable to generate high frequency
Delivering smaller audiences
On average 750 feature
films are produced in India
Acc. to Film Federation of
India there are over 13000
theaters in India
60% of these are in4 southern states
Financial Services, FMCG
extensively use In film
placement for high impact
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Media Vehicle
Advantages
Low cost and High speed of delivery
Unmatched Targeting & Re-Targeting capabilities
Personalized (Direct marketing)
Facilitates two-way communication
Emotional connect with social media
Measurable Results
Disadvantages
The competition can easily detect the newmovements and develop a quick counter strategy
May look Intrusive and create immediate
dissonance
Fastest growing medium
in India, almost doublingevery year
4th Largest Market in world.
Penetration only 7%
Interactivity takes brand
closer to Target
Automobiles, Financial
Services, Technology,
Travel are major
advertisers
Source: juxtconsult.com
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Source: Advertising Agencies Association of India - www.aaaindia.org
Key Insights into
Advertising
Functions
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Advertising Agency
Advertising agencies need to have a wide expertise inthe area of marketing and communications
Hence they employ specialists who expertise inunderstanding economic, demographic andpsychographic data
They add significant insights to this from their ownexperience and data banks
Source: Advertising Agencies Association of India - www.aaaindia.org
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The Parts of an Agency
Account Management:They are the face of the agency.
They meet the client regularly and ensure that the work goes out on timeand the bills are paid
Media Planning:
They ensure that the client's money is spent efficiently to get maximumefficiency from a campaign
Definition : Media planning is the process of designing a course ofaction, that shows how advertising time and space can be used, tocontribute to the achievement of marketing objectives
Source: Advertising Agencies Association of India - www.aaaindia.org
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The Parts of an Agency
Account Planning:
The planners come up with insights and are the 'futurologists' of theagency. They analyse markets and consumer behavior and are the oneswho write the briefs
Creative:
Probably the most important set of people. They write the ads and it istheir work that the world gets to see
Digital Studio:
Often called the DTP section, this set of people work on the finalartworks that are sent to the various publications for release
Source: Advertising Agencies Association of India - www.aaaindia.org
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Elements of Media Strategy
Media Reach/Frequency
WHAT? will you say to her
Target Audience
Geography
Scheduling
Creativeconsiderations
WHO?
WHERE?
WHEN?
HOW OFTEN?
is the girl you want to impress
can you meet her
is the best time to approachher
must you reach her to getresults
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Print Plan
Publ. Lang Freq Circl. Edition Size Col/BW Ins Rate Cost
A Eng Dly 50 All 400 sqc BW 4 100 400
B Hin Dly 60 All 240 sqc BW 4 150 600
C Eng Dly 40 All 800 sqc BW 4 200 800
X Ben Mnly 100 Cal FP Col 1 250 250
Y Tam Fnly 20 Mad FP Col 2 300 600
Z Tel Wkly 10 Hyd DS Col 4 200 800
Plan Total 19 3450
Rate for Newspapers is per sqcms basis. For magazines it is as per prescribed dimensions.*The above chart is for information purpose only.
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TV PlanChannel Prog Day/Time Dur Rate Spots Cost
X A Mon/2100 30 100 4 400
B Tue/2100 30 200 4 800
C Wed/2100 30 300 4 1200
Y D Thu/2100 30 400 4 1600
E Fri/2100 30 500 4 2000
F Sat/2100 30 600 4 2400
G Sun/2100 30 700 4 2800
Plan Total 28 11200
Rate for TV is per spot (10 sec each) basis.
Two types of Advertising
1 - Regular Spots
A: RODP Run on Day Part Ads displayed during the channel prime time
B: ROS Run on Spot/ Schedule Time other then prime time
2 AFP Advertisers Funded Program : Content is specially created for advertiser.
*The above chart is for information purpose only.
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Databases Used by Planners
NRS - National Readership Survey
IRS - Indian Readership Survey
Product profiles - Data on product and brand usage ABC - Circulation figures
TAM Television Audience Measurement
RAM Radio Audience Measurement
AdEx
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Some Basic Concepts
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Reach
Reach is a measurement of the size of the audience to whom
you wish to communicate
The total number of different people who have been exposedto the campaign
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Frequency
The number of times the audience gets exposed
to the campaign
Number of times an advertisement or message
may reach its prospect in a particular time frame
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CDI
Category Development Index:
Ratio of the sales of a product category to
the population of a specific area
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BDI
Brand Development Index:
Percentage of a brand's sales in a particular
area in relation to the percentage of the
country's population in that area
Eg.: If a brand has 10 percent of sales, in an area
where the 20 percent of country's people live then its
BDI in that area is 50 (10 x 100 20).
BDI indicates where significant groups of a brand's
customers live and helps direct marketing efforts
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Average Frequency/OTS
The average number of times the target
audience was exposed to the campaign
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Media weight
The product of reach and frequency is known as GRPs.
Gross Rating Point :
This is the sum of all TVRs of programmes, running in a particular
channel.
Suppose, Zee Bangla runs two programmes : Subarnolata & Keya Patar Nouka
The TVR of Subarnolata is 1.5 & that of Keya Pata is 2.5. Then the GRP is 4.0 for
Zee Bangla
GRP is a measure of the media weight delivered by a media plan
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CPRP
CPRP is the abbreviated term for Cost Per Rating Point.(aka. CPR Cost Per Rating, CPP Cost Per Point)
This is used in TV. This the cost of every rating point of a
programmeCost Per Rating is a method of comparing different media
forms by relating costs of advertising units to audience ratings
Eg.: An ad has been run in a show with a cost of Rs. 1,00,000 & the show TVR is 5.0
Then CPRP: 1,00,000/5 = 20,000
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CPM
Cost Per Mille: This is used for digital business, This isalso called "Cost Per Thousand impressions (CPT), is
where advertisers pay for exposure of their message to a
specific audience. "Per mille" means per thousand
impressions, or loads of an advertisement
EG.: The cost of running an ad in a particular website is Rs. X. The totalimpression on this website during the campaign period is Y.
CPM : (Rs. X/ Y) *1000
CPT (Print) : (Cost of Ad/ Readership IRS Figures) * 1000
Mille Rate (Print) : (Cost of Ad/ Circulation ABC Figures) * 1000
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Media Research
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SEC Classification - Urban
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SEC Classification - Rural
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Calculation of TRP- The Peoplemeter Method
Universe : 10 people (A,B,C,D,E,F,G,H,I,J)Programme : Balika Vadhu telecast at 8.00 - 9.30 pm
Duration : 30 minutes
Viewership of BV
Viewer Start Time End Time Minutes Watched
A 8:30 8:40 10
B DNW - -
C DNW - -
D 8:46 8:50 4
E DNW - -
F 8:30 8:35 5
G DNW - -
H DNW - -
I DNW - -
J 8:33 8:58 25
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Calculation of TRP- The Peoplemeter Method
TRP of BV :
10 4 5 25
+ + +30 30 30 30 x 100 = 15
10
The corresponding TRP under Diary Method : (4/10)x100 = 40
S f M k i i U d di h
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Media & AdvertisingABHISHEKBHATTACHARYA
Success of Marketing is Understanding that
Every Man has Two Personalities
One, what he is
Another, what he wants/ aspires to be!