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Media Planning
With
With
Media Planning
The
impact of technological
advancement has changed the
way people perceive, consume
media and calls for going beyond
the conventional understanding
of the art of media-creativity, big
ideas and 360 degree (total)
communication.
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Fragmentation
of mainstream
media and
proliferation of
new media have
made media
buying and
planning more
challenging and
more creative.
The Aperture
Concept
The
goal of the
media planner is to
expose the target
audience to the
message at the
critical point when
the consumer is
receptive to the
brand message.
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As garba season
sizzles,condom saleshot
Monday, Oct 6, 2008, 4:01 IST
up| Place: Ahmedabad
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Youtube advert.
Engine
Optimization) for keywords
(research tools can help you
find the right keywords to
optimize a website for search
engine users).
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activities managed by PR
professionals. (Marketing communication are Set
of activities organization do in order
tocommunicatewith the market- Marketing
communications professionals use every means
available to deliver marketing messages to
employees within the organization and customers
outside.
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IRS
IRS
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On
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IRS
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Media Consumption
(Note : Figures in Corers)
Media
2011
2012
Any other
Media
63,6307
Press
35,0347
35,2115
TV
54,9864
55,4651
5.6
Radio
15,6692
15,4941
-4.2
75,768
75,195
-4.2
Cinema
64,0396
Average
%
3.2
1.3
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Top 10 English-Dailies
(Fig.
in Cr.)
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Top 10 Magazines
(Fig. in Cr.)
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What could be
the
Marketing
problems?
Geographical areas
: Selling the
refrigerator at
heavily snow fall
region (For e.g. LehLadakh, etc.)
Language
Ethnicity
Lack of need
among the
costumer?
Lack of aspirations
among the
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Ambuja has
flagged-off the
first-leg of the
mason awareness
initiative of
empowering the
masons by
educating them on
efficient
construction
techniques and
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2.
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Mumbai.
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Frequency
Cost
Impact
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Media Research
Case Study :
http://www.mediacom.com/en/what-we-do/consumer-insight.aspx
Information
Sources
Client
information
Market
research
Competitive
advertising
Media
information
Consumer
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Client information
Targeted markets
(Urban or Sub-Urban
or Rural, etc. )
Previous promotions
and their
performance
Product sales and
distribution patterns
Brand plans
The budget
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Media Research
Market
Research
Competitive Advertising
Media planners make
decisions based on the
amount of competitive
traffic
Share of voice
Independe
ntly
gathered
informatio
n about
markets
and
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of total advertising
spending by one brand
relative to the
competition.
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50
Strongly
Disagree
Disagree
Agree
Strongly
Agree
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Media Research
Media Information
Various
media provide
information about the size and
structure of their audiences.
Selected
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marketing area.
Dr. Sunder Rajdeep, Head,
Dept. of Communication & Journalism, University of Mumbai.
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SOURCE: TAM AdEx Period : Apr08 -Mar' 09 Markets: Mumbai, Delhi, Bangalore,
Kolkata.
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Consumer Information
Media
planners use
consumer information to
locate the target audience
within media markets.
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Media Objectives
Exposure
and GRPs
The Reach
Objective
The
Frequency
Objective
Effective
Frequency
Gross impressions
The sum of the audiences
of all the media vehicles
used during a certain
time span.
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Radio attains two similar peaks in the mornings & evenings Peaks of TV - Radio are
quite comparable
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Media Objectives
Exposure
and GRPs
The Reach
Objective
The
Frequency
Objective
Effective
Frequency
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The percentage of
the audience that is
exposed at least once
to the advertisers
message during a
specific time frame.
(E.g. HT Spot the Dot
and win a lot.)
Unduplicated
audiences
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Media Objectives
Exposure
and
GRPs
The Reach
Objective
The
Frequency
Objective
Effective
Frequency
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Estimates the
number of times
the exposure is
expected to
happen.
Average
frequency
Frequency
distribution
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Media Objectives
Exposure
and
GRPs
The Reach
Objective
The Frequency
Objective
Effective
Frequency
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Combines
the
reach and
frequency
elements into
one fact.
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Media Strategies
Media
Strategies
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elements:
Price
Product
Place (Distribution)
Promotion
These
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Eyeing the rising demand for premium bikes in India, Harley-Davidson has opened a new dealership in Pune. With Two rivers HarleyDavidson, the company has added yet another store, which takes its tally to 11 in India. At the inauguration of the 5000 sq. ft. state-of-theart showroom, Anoop Prakash, Managing Director of Harley-Davidson India and Sunil Christian, Dealer Principal of Two Rivers HarleyDavidson were present and they spoke about the firm's plans for India. Located on the Amanora Town Centre Mall in Pune, the new
showroom is expected to give boost to the leisure motorcycling culture of the city.
The latest addition to the dealership network comes at the right time as Pune already has a significant customer base of Harley-Davidson bikes. As the Two Rivers Harley-Davidson is the first showroom in Pune that provides dedicated servicing of the company's bikes, the existing owners will breathe a sigh of relief. Now they can get their bikes serviced locally in Pune instead of taking
them to Mumbai.
Speaking at the inauguration event, Anoop Prakash, said, We are the undisputed leader in the premium motorcycle segment in the country. Harley-Davidson is proud to lead the way in developing a strong leisure motorcycling culture in India and as the eleventh Harley-Davidson dealership in the country, Two Rivers Harley-Davidson will help with that development. A dealership in Pune
was a natural progression since Harley-Davidson is a much loved brand in Pune with a large number of customers already present here . We are delighted to open our doors to the wide motorcyclist base in Pune and welcome new customers to our growing family of Harley-Davidson owners.
He said that the passion, enthusiasm and respect that Harley-Davidson bikes have received in India will continue to inspire growth plans of the company. Prakash later on divulged some details about the future prospects of the company by saying that Goa is next on the radar of Harley-Davidson as it will get a new showroom in coming days. He also hinted that the all new Harley-Davidson
Street 750 model might be soon making inroads in the country.
On the behalf of Two Rivers Harley-Davidson, Sunil Christian, was quoted as saying, We at Two Rivers Harley-Davidson are absolutely delighted to bring Harley-Davidson to Pune, a city with an established leisure riding culture. The brand is renowned world-over for providing its customers with a premium lifestyle experience through a unique product offering. Through this launch, we seek
to fulfil the dreams of local enthusiasts to explore their spirit of freedom and self-expression and take to the roads, in the true Harley-Davidson style.
In the newly launched dealership, Harley-Davidson will be selling all the 11 models that are offered in India besides the availability of riding gear, apparel, and merchandise. The range of Harley-Davidson bikes in India start from an ex-showroom price of Rs. 591000 in Pune. To give away greater customer satisfaction, the new dealership would provide a wide range of genuine HarleyDavidson parts and accessories for customising bikes.
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Media Strategies
Media mix selection
Target
audience
strategies
Media use.
Geography.
Consumption
patterns.
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Scheduling Strategies
Timing Strategies
Duration: How long? :
set the period of time e.g. 3 months, 6 months,
whole year.
Continuity: How often?: the way the ad is
spread over the length (i.e. Frequency).
depends on the budget, product usage.
e.g. Shampoo Vs. Hair-conditioner.
LEAD TIME :
1) time allowed before the sales period
(seasonal)
2)production time needed to get ad into the
medium.
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Continuity Scheduling
Strategies
1. Continuous strategy: spreads
continuously / match consumer use
cycle product usage. (e.g. Tooth
Pest, Soap, etc. )
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Media Budget
Media planner begins and ends with the
budget.
BUDGET
MEDIA MIX
BUDGET ALLOCATION
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Circl.
Edition
Size
Col/BW
???
Nav
Hin. Dly.60T.
Bharat
The
Hindu
Eng. Dly.40T.
Ins.
Rate
???
???
???
???
???
1 L.
Cal.
FP
Col.
???
20 T.
Che.
FP
Col.
???
???
10T.
Hyd.
HP
Col.
???
???
19
???
????
Plan Total
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Cost
???
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Product
ABC
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TELEVISION
ADVERTISING :
TELEVISION
Teleshopping
program).
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Type of TV Advertising :
Type of TV Advertising :
Have a visible call to action. It's advisable to have a tollfree number, and possibly a website, onscreen for a
minimum of 40 seconds. Some advertisers display this
information throughout their spots.
Use the magic number, Rs. 19.95. This is the most
successful price point for direct response TV ads. With
only 60 seconds, it can very difficult to create value in
the audience's mind above an impulse,
Rs. 19.95 to , Rs. 29.95 price point. For higher-priced
products, 30-minute infomercials (a commercial advertisement on
television that is made to appear like a full-length interview or documentary program)
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Essentials
of Effective TV
Commercial Stick to time Hiring a
production company, Scheduling
your commercial Frequency &
Consistency.
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Advantages of TV Advertising :
Advantages
of TV Advertising
Considered largest mass medium
Sight, sound and motion frequency,
impact and targeting abilities
Improvise creativity Build a
respectful and reliable reputation
for companies Ratings through
people meter.
E.g.
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KEY TO TV AD SUCCESS :
KEY
TO TV AD SUCCESS: A
strong audio and video
combination Songs or melodies
(jingles) Colors, fonts,
background, etc. Humour
Animation Messages should be
short and punchy.
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Universe
The
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Calculation of Reach
Universe : 10 individuals.
For a single episode of a program :
If out of the above 10 people 6 saw
atleast 1 minute of the programme then,
Reach : 6 out of 10.
Therefore, reach = 60%
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Gross Reach
Gross
1 : 1000
Week
2 : 2000
Week
3 : 1500
Week
4 : 1200
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Note :
News
Mid-Break
Rs. 90,000.
Samachar
Before/After
Samachar
80,000
(8.15 PM to 8.30 PM)
Mid-Break Rs. 90,000.
7.00AM to 7.15AM)
Mid-Break Rs. 25,000
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Rs.
In the morning
Samachar &
Evening News/
Samachar there
will be a
minimum of two
breaks of 60
seconds each.
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Media Strategies
Cost Efficiency
Cost per thousand
Cost of message unit
CPM = __________________________ X 1,000
Gross impressions
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For example :
5,40,000
CPM = __________________________ X 1,000
90,0000,000
CPM = 0.6
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Media Buying
Buying is a
complicated
process.
The American
Association of
Advertising
Agencies (AAAA)
lists not less than
21 elements in the
authorization for a
media buy.
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Media Buying
Selecting Media
Vehicles
Choose the best
vehicles that fit the
target audiences
aperture
The media planner
lays out the
direction; the buyer
is responsible for
choosing specific
vehicles.
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Negotiation
Media buyers
pursue special
advantages for
clients
Locate the desired
vehicles and
negotiate and
maintain
satisfactory
schedule and rates.
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Media Buying
Preferred Positions
Locations
in print
media that offer
readership
advantages
Preferred
positions often
carry a premium
surcharge.
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Value-added media
services
Contests
Special events
Merchandising space
at stores
Displays
Trade-directed
newsletters
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Media Buying
Billing and payment
It is the
responsibility of
the advertiser to
make payments to
various media
The agency is
contractually
obligated to pay
the invoice on
behalf of the client.
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DREAM CREAM
INTRODUCTION : ITC was formed on 24 August 1910
under the name Imperial Tobacco Company of India
Limited. Later the name was changed to India Tobacco
Company Limited in 1970 and then to I.T.C.
In July 2003, ITC forayed into the Biscuits market with the
Sunfeast range of Glucose, Marie and Cream Biscuits.
Sunfeasts brand essence Spread the Smile connotes
happiness, contentment, satisfaction & pleasure.
The launch of the Dream Cream range of biscuits in two
exciting and innovative dual cream formats reinforces ITCs
commitment to continuously delight the consumer.
Dream Cream, a unique offering from Sunfeast, is the only
biscuit in India with two delicious creams in one biscuit
with fun- filled variants -'Choco Vanilla', 'StrawberryVanilla& 'Butterscotch Zing.
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SegmentationMarketing DemographicObjective
Age
Quality
Group: 4-30
Conscious
Years
;Gender:
STP
PROFILE
Children,
Male & Female;
Occupation:
youngsters.
Students, Working
Target-Middle &
Class, Housewives.
Upper Middle
Psychographicclass, Upper
People who like
Class.
cream biscuits;
PositioningPeople who like
Smooth,
variety of choices
People who like
Yummy, Tasty
innovation.
Cream Biscuits
Strengths ?
Opportunities
?
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Weaknesses ?
Threats ?
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Media Strategies
Television
TELEVISION
TV
CHANNEL
SPOTS
(One Day)
COST (Rs.)
Per Day
Monthly Campaign
Cost (Rs.)
Cartoon
Network
15
1,38,000
41,40,000
Pogo
15
1,50,000
45,00,000
Disney
15
1,08,000
32,40,000
Hungama
15
1,20,000
36,00,000
15 (12pm-5pm)
(6.30pm9pm)
17,40,000
5,22,00,000
4 (During
Boogie
Woogie)
40,00,000
3,20,00,000
SAB TV
Sony
9,96,80,000
PRINT
PUBLICATION
RATE
SIZE
INSERTIONS
Times of India
(Main)
6960/sq.cm
16x25
(Quarter
Page)
1,39,20,000
Mumbai Mirror
2648.45/sq.
cm
16.5x25.3
(Half Page)
55,27,977.26
Maharashtra
Times
2331/sq.cm
16x25
(Quarter
Page)
46,62,000
Hindustan
Times
3400/sq.cm
16x25
(Quarter
Page)
81,60,000
Navbharat
Times
1125/sq.cm
16x25
(Quarter
Page)
27,00,000
Mid Day
1494/sq.cm
33x25
(Half Page)
61,62,500
Lokmat
1625/sq.cm
33x25
(Half Page)
80,43,750
TOTAL
COST(RS.)
4,91,76,227.
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Radio
RADIO
CHANNEL
RATE
(30SECS/AD)
SPOTS (PER
DAY)
Radio Mirchi
(98.3) FM
3084
10
9,25,200
Big (92.7) FM
2430
10
7,29,000
Red (93.5) FM
3240
10
9,72,000
Radio City
(91.1) FM
3300
10
9,90,000
Fever FM 104
1500
10
4,50,000
Radio One
(94.3) FM
1500
10
4,50,000
Oye FM (104.8)
1050
10
3,15,000
TOTAL
MONTHLY
CAMPAIGN
COST(RS.)
48,31,200
No. Of
Standees
COST
(Rs.)
R -City Mall
12
13,200
Phoenix
Market City
12
13,200
High Street
Pheonix
Oberoi Mall
8,800
Infinity Mall
11,000
Korum Mall
10
11,000
Inorbit Mall
10
11,000
R- Mall
BUS SHELTER
AREA
RATE (Rs.)
South Mumbai
(Marine DrivePrabhadevi)
11,06,260
South Mumbai
(VT- Colaba)
8,29,695
Western Suburbs
(Bandra to
Dahisar)
22,12,520
Central Suburbs
(Sion to Mulund)
19,35,955
9,900
8,800
TOTAL CAMPAIGN
BUDGET
Rs.15,98,59,417
Thank You
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