Media Planning

What is Media Planning?

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 ?

Media Planning The process QUESTIONS ANSWERSWho 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

Terms used in Planning

Target AudienceDefinition :The demographic group that has been identified asthe key consumer group for the brand. Allmarketing/advertising activity is concentrated onreaching/appealing to this group.In Practice :The Pepsodent target audience is Female, SEC ABC, 25-44 year old.

Target AudienceUNIVERSEDefinition :The actual & total number of individuals present in a Demographic segmentIn Practice: 25-44 yrs Pepsodent universe is 2.7 million. Size of the TA for Pepsodent is 2.7 million.

Demographics It is a way of describing audience based on factors such as

-age -gender -education level -town class -income class etc

Psychographics It is a way of describing audience, based on their

Life style attitudes aspirations habits including media & product consumption

Consumer personalities

ShapeCharacteristicsExampleBoxesNeat,organisedstructuredAccounts,computer programmersTrianglesSelf assured respectedPoliticians /executivesRectanglesState of transition,unpredictableNew employees & collage studentsCirclesGood interpersonal & peace Secretaries/nursessquigglescreativeScientists/artists

Socio-Economic Class ( SEC)Categorization of a household based on both occupation and education of the Chief Wage EarnerApproved by Market Research Society of India

The SEC grid Urban India

Socio Economic Classification - Rural

Sheet1

EducationType of House

PuccaSemi-PuccaKuccha

IlletarateR4R4R4

Literate but no formal sch.R3R4R4

Upto 4 yrsR3R3R4

5-9 yrs.R3R3R4

SSC/HSCR2R3R3

Some College but not grad.R1R2R3

Grad/PG -GenR1R2R3

Grad/PG -ProfR1R2R3

What is a MediumMedia : All Carriers and deliverers of advertisementsMedium : A broad general category of carriers Vehicle : A specific carrier within a medium MediumVehicle TelevisionJassi Jaisi Koi NahiNewspapersTimes of IndiaMagazinesIndia TodayRadioRadio MirchiOutdoorAny hoardingCD/DVDCD or DVD of a movie InternetWeb site (Rediff.com)

Television RatingDefinition : The percentage of the target audience who saw the programme & thus the commercial1 rating point = 1% of the target audienceFormula : 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%

Gross Rating Points (GRPs)Definition : The sum of all ratings ( TVR`s) achieved in a campaign In Practice : Our commercial appeared in the following programmes -

ProgrammeRatingJassi 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)

Reach THE OBJECTIVE OF ANY MEDIA BUDGET IS TO MAXIMIZE REACH & FREQUENCY & GRP`S within a given Advertising Budget

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.

*Concentrates on one exposure only. *Time selected is one month or a purchase cycle for it`s measurement.

Reach FormulaReach= Audience reached at least once X 100 Total Target Audience Universe

EG - ReachThe size of T.A of Livon 10 million

Our target is to reach 80% of the TA Thus our Advertising plan has to reach 8 million persons within a predefined budget.

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

Average Frequency/Average OTSFormula : Average Frequency = Total GRPs % Reach ORGRPs = Reach x Average Frequency

In Practice:110 GRPs 63 Reach = 1.75 Average FrequencyTherefore, 63% of the target audience will seethe commercial on average 1.75 times during thegiven period.

Channel ShareNo of people watching channel as a % of total people watching TV for a particular day part.Total TV audience1000No of people watching TV ( 8 9 PM ) 700No of people watching Star PlusV 600 No of people other channels 100Channel share of Star Plus 86 %( 600 / 700 x 100 )

Circulation Vs ReadershipCirculationMeasured by the Audit Bureau of Circulations ( ABC ) on an on-going basis with results reported every 6 monthsCopy count. Number of copies soldNot possible to identify / profile the buyer.ReadershipMeasured by independent periodic surveys ( IRS)Measures the number of people who actually read the publication.Possible to profile the consumer.IRS Indian Readership survey

Circulation Vs Readership

Sheet1

AudiencePublicationCircRdrsRdrs/

000000Copy

AdultsFilmfare1758755

Business Today1504503

MenIndia Today1753502

Business Today1503002

WomenFemina1751751

Filmfare1503002

&A

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