Media Management by p.rai87@Gmail

8/8/2019 Media Management by p.rai87@Gmail

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Praveen Rai





DefinitionDefinition

Media + ManagementMedia + Management



Media Speak Media Speak y Au dience/Coverage/CompositionAu dience

numb er or % exposed to a vehicle

Au dience Coveragex numb er or % reached by a single insertio n in a

specified area

Au dience Compositionx statistical breakdow n of a media vehicle·s

total a udience





Media Speak Media Speak y Ab ove-the-Line/Be low-the-Line

Ab ove = paid advertisi ngBe low = sales pro motio n, PR, eve nts

y T raditiona l/Non- T raditiona l

T raditiona l = major mass media

Non- T raditiona l = un ique mediaopport unities a nd new media for ms



Media Speak Media Speak y ´ Brand Contact Pointsµ & MoreBrand Co ntact Poi nts (Chapter 2)Perso nal Media N etwork (Chapter 2)

Apert ure (Chapter 2)y C lu tter & Fragmentation

C lu tter - a res ult of x More media cha nnelsx More messa ges in each cha nnelFragmentation - a res ult of

x More media cha nnelsx More a udiences. Smaller a udiences.



Media B u ilding B locksMedia B u ilding B locks

y F irst , we·ll exa mine the S trengths & Weaknesses of each Medi um

Strengths & Weaknesses:Strengths & Weaknesses:

Th en, we ll take you t hr oug h t h esteps of Buildi ng a Me di a P lan.Th en, we ll take you t hr oug h t h e

steps of Buildi ng a Me di a P lan.



PrintPrint

y Porta bley

´Ti me indepe ndentµy N ot a fleeti ng medium - it lastsy Acco mmodates co mplex cop yy Good pict ure q ualityy Easier to feat ure more tha n one prod ucty Versatilit yy Can be preserved a nd reready Journalistic co nte nt = credi bility & presti gey Can deliver co upo ns




N ewspaperN ewspaper

y ´Presti giousµy Readers upscaley Readers use adsy Less lead ti mey Stro ng local

emphasisy Sense of i mmediacyy ´Catalo ging Valueµ

y Reprod uctio n variesy N ot much passalo ngy Can be expe nsivey Clutteredy N ot read thoro ughlyy Poor de mographic

selectivit yy May have adverse

editorial




MagazineMagazine

y Special audienceopport unities

y Can be lo ng- lasting

y Repeat expos ure

y High ́ passalo ngµ

y Creative flexi bility

y Building audiencetakes ti me

y Can be cluttered

y Early closing dates




y Freq uency andrepetitio n

y Large a udiences.Low cost.

y Visual impacty B lanket covera gey Versatilit y

y Poor de mographicselectivit y

y Limited ti me.Limited cop y.

y Co mplicated lo gisticsy Can be expe nsivey Restrictio ns

O u t-of-HomeO u t-of-HomeStrengths & Weaknesses:Strengths & Weaknesses:



BROADCAST M EDIABROADCAST M EDIAElectronic instrumentation of radioand television, including local radioand television stations, radio andtelevision networks and cabletelevision systems. Because of their ability to reach vast numbers of

people, broadcast media play a veryimportant role in any advertisingcampaign that needs to reach a

broad market base.



T e levisionT e levision

A mile wide, an inch deep

Visuals justify the story

³Real´ people



T e levision A dvantagesT e levision A dvantages

High ImpactSight -Sound-Motio n

Mass Covera geHigh ReachAtte ntio n Getti ng

Favora ble ImageHigh Presti ge



T e levision DisadvantagesT e levision Disadvantages

Cost

Fleeti ng MessageClutter

Limited Viewer Atte ntio n



U se T e levision A dvertising When...U se T e levision A dvertising When...

T he budget is large enough toproduce high quality commercials.

T he media budget is sufficient to

generate and sustain the number of exposures needed.T he market is large enough and

reachable efficiently through aspecific network, station, orprogram.



TV Au dience Meas u resTV Au dience Meas u res

HH tuned to showIndian HH usingTV

Share =

Share of Audience

HH tuned to showTotal Indian HH

Rating

Program Rating



Radio

The prime purpose of radio is to convey

information from one place to another through the intervening media (i.e., air,space, nonconducting materials) withoutwires. Besides being used for transmittingsound signals, radio is used for thetransmission of data in coded form.



Cost a nd EfficiencyF lexibility

Inte gratedMarketi ng Opport unities

C reativeLimitations

Limited ListenerAttention

C lutter

A dvantages Disadvantages

Radio



R adio Differs from TVR adio Differs from TV

Offers o nly an audio

messa ge.Is more li mitedcommun icatio n.

Less advertisi ng cost

Has less stat us and presti ge.

Radio Broadcasting . . .



Both Media . . .

R adio and TV S imi laritiesR adio and TV S imi larities

Are ti me orie nted mediaHave so me network affiliatesWill be re gulated by BRAI

Huge covera ge





Basic ComponentsBasic Components(see Media Workbook #26)(see Media Workbook #26)

1 . R each, Freq u ency (and GRPs & GIs) & effectivereach/freq uency, if desired

2. Contin u ity (advertisi ng timing patter n)

3. Specification of T argets (primar y, seco ndar y)

4. Special Geographic Emphasis ( natio nal vs. spot ornatio nal with re gional/spot -heavy up)

Also basic are:y Restrictio ns/Implicatio ns fro m Budget , Creative Strate gy,

Sales pro motio n





b .Example of Reach and Frequency Goals

1 . Achieve a minimum reach level of 80 withadults women aged 35-54 during the twointroductory months

2. Maintain at least 50% reach in eachadvertising period and maximize when sales

promotion runs (in February and October)

3. Maximize reach and frequency during sales peaks (September ± November)





GRPs and GIsGRPs and GIs

Both indicate gross de l ivery of (ad or vehic le)expos u res

G ross Rating Points ( G RPs) are expressed as a

percent (of total population or) target population

e.g., 240 million GIs

G ross Impressions ( G is) are expressed as an absolutenumber

e.g., 2400 GRPs



d. How to et Reach and FrequencyGoals -- The es ir ed l eve l s will depend n

va ri s s it a ti na l f ac t r s

R each

D ecided according to the awareness level(goal) set -- e.g., 2400 GRPs/80% reach

7 0% awareness ?

S et equal to or higher than the maincompetition



d. How to S et Reach and FrequencyGoals -- The des ir ed l eve l s will depend n

va ri s s it a ti na l f ac t r s

R each

Emphasized When anything new isintroduced

- new distribution, new product features, new ad copy, new sale promo, new packaging,new marketing/advertising objectives



d. How to S et Reach and FrequencyGoals -- The des ir ed l eve l s will depend n va ri s s it a ti na l f ac t r s

F r equency

Emphasized When the competition isintense

The question is: how much frequencyis necessary



d. How to S et Reach and

Frequency Goals

O ther Marketing Factors to Consider:

Product Life Cycle, Breadth of Target, Purchasing Cycle, Budget



Prod u ct Life Cyc le (PLCProd u ct Life Cyc le (PLC ))

For prod ucts i n the i ntrod uctor y stage of prod uct life c ycle , __________ te nds to be

more i mporta nt.x e.g. To yota Matrix ,

Reach

Frequency

For established products in later life cycle

stages such as maturity stage __________ tends to be more important.e.g. Tide, Pillsbury C ookie Dough, C oca C ola





P u rchasing Cyc le (PC)P u rchasing Cyc le (PC)

For prod ucts with short PC (e. g., ), _________ may

be more i mporta nt;For prod ucts with lo ng PC (e. g., ), _________ may be more i mporta nt.Reach

Frequency



y The numb er or a ra nge of expos ures req uired toprod uce a desired i mpact (e. g., sales , brandaware ness , brand liking,..) -- 3+ , 4+ , 3-10 ,

N umber or % or targets exposed the required number of times

= Effective Frequency

= Effective Reach

E. S etting Effective Reach and Frequency



F. How to S et Effective Reach/FrequencyGoals

Jo seph O s tr o w¶ s M o de l ( pp. 249-252):

M a rk e ti n g F ac t o r s, C o py F ac t o r s, M ed i a F ac t o r s

May discard some of Ostrow¶s categoriesand add your own categories (see G S #2 1 )



y Whe n Is Each Co ntinuity Strate gy Usef ul?

C ontinuous:

Flighting:

Short PC, Mature PLC, Reminder Campaign G oals, Lack of Brand Loyalty , Media Discounts, Better Vehicle Choices &Ad Positions, Intense Competition,

Seasonal Products or with Limited Budget, Long PC, Ability toBuild Frequency/Familiarity for a Short Time, Introductory PLC

Pulsing:

Best, safest approach for products sold year round, those withdistinctive seasonality of sales, Intense Competition,



2. Continuity 2. Continuity

a.Three Basic Co ntinuity Strate gies:

C ontinuous:

Flighting:

Pulsing:

advertising effort remains relativelyconstant throughout

advertising effort varies over thecampaign period, with someperiods of time receiving noadvertising (" HIATUS ")

advertising effort is notably variedwith some advertising duringevery period



Example:

Example:

M edia G oalsTime PeriodReach Frequency GRPs

1. Jan / Feb

2. M ar / A pr 3. M ay

4. Jun / Jul / A ug

5. Sep / Oct /N ov

6. Dec

80% (Hi)

60% ( M ed)

--

50% ( M ed)

80% (Hi)

--

5 ( M ed)

7 ( M ed)

--

3 (Lo)

9 (Hi)

--

800

840

0

450

2160

0

C ampaign A ve.= Total G RPs=

80 X 5 X 2 mo.

60 X 7 X 2 mo.

--

50 X 3 X 3 mo.

80 X 9 X 3 mo.

--

C al.(R X F X Months.)

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