L 10 Media Strategies and Media Planning

Prof. (DR.) R. Bakshi
Professor of Strategic Marketing and
Brand Management
L -10 Media Strategies

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Learning Objectives
 Media Planning Process
 Media Mix
 Media Coverage
 Advertising Reach, Frequency, Impact
 Media Scheduling
 Types of Media and Characteristics
 Media Channel Design
 Network Marketing
© Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written

Top Advertisers in India Week 51
16th December 2017 22nd December 2017
Source: http://www.barcindia.co.in/statistic.aspx
Accessed on: 29.12.2017|IST 10.44 PM
Rank Channel Name
Weekly
Impressi
ons
(000s)
sum
Week 51
1 Sun TV 1044767
2 STARBharat 697634
3 Zee Anmol 695320
4 Colors 622522
5 Zee TV 622034
6 STARPlus 577847
7 STARUtsav 573464
8 Sony MAX 555122
9 Sony Pal 546834
10 Gemini TV 520374
Rank Advertiser Insertions
Week 51
1 HINDUSTAN LEVER LTD 145173
2 ITC LTD 36865
3 RECKITT BENCKISER (INDIA) LTD 34345
4 CADBURYS INDIA LTD 31326
5 PROCTER & GAMBLE 30791
6 BROOKE BONDLIPTON INDIA LTD 26343
7 AMAZON ONLINEINDIA PVT LTD 25860
8 PATANJALIAYURVEDLTD 24732
9 PONDS INDIA 18289
10 GODREJ CONSUMERPRODUCTS LTD 17608

Share of Advertising by segments in
2017

Media
The various categoriesof advertising message
delivery systems.
 Above-the-line-media, in such type, the
advertising agency gets a commission. These
include Broadcast, press, outdoor, posters and
cinema.
 Below-the-line-media, in such type, the agency
does not get any commission. These include Direct
mail, sales promotion, exhibitions, merchandising,
sales literature, etc.

Media Characteristics Advantage /
Disadvantage
Medium Advantage Disadvantage
Television Mass coverage, High reach,
Impact of sight sound,and
motion, High prestige,
Attention getting
Low selectivity, Short
messagelife, High absolute
cost, High production costs,
Clutter
Radio Local coverage, Low cost,
High frequency, Flexible,
Low productioncosts
Audio only, Clutter, Low
attention getting, Fleeting
message.
Magazines Quality reproduction, High
informationcontent,
Longevity, Multiplereaders
Long lead time for ad
placement, Visual only,
Lack of flexibility
Newspaper
s
High coverage, Low cost,
Short lead time, Ads can
placed in interest sections,
Timely, Used for coupons
Short life, Clutter, Low
attention-getting
capabilities, Poor
reproduction quality,
Selective reader exposure

Media Characteristics Advantage /
Disadvantage
Medium Advantage Disadvantage
Outdoor Location specific, High
resolution,Easilynoticed
Short exposuretime, Poor
image, Local restrictions
Direct mail High selectivity, Reader
controls exposure, High
information content,
Opportunities for repeat
exposures
High cost/contact, Poor
image (junk mail), Clutter
Internet
Interactive
User selects product
information,User attention
and involvement, Interactive
relationship,Direct selling
potential, Flexible message
platform
Limited creative
capabilities,
Web snarl (crowded
access), Technology
limitations,Few valid
measurementtechniques,
Limited reach

Outdoor Media

Other forms of Outdoor media

Electricity (CESC) Electricity Bill and
Bill Delivery Envelope

Rise of Media in India
 1950’s Print / AM-Radio.
 1960’s Evolution of TV.
 1980’s Emergence of the Outdoor Advertising.
 1990’s Emergence of the Internet.
 2000’s Emergence of the FM Radio
 2010’s Evolution of Smart phone and Social Media.

Media usage by Advertiers in India in
2017

What is Media Planning?
It is based on a series of decisions involved in delivering the
promotional message to the prospective consumer of the
product. “Plan -2- Process”
It specifies the media class in which ad message will be
placed to reach the desired target audience
Media Class is a broad category of media such as television,
radio or newspapers (this refers to the avenues that can be
adopted to reach the consumer)
Media Vehicle is particular option for the placement of
media class (this is actually the message carrier)

Problems in Media Planning
1. Lack of information
2. Inconsistent terms
3. Serious time pressure
4. Measurement problems

Key Issues in Media Planning
1. Target audience to talk.
2. Markets, where the consumers are.
3. Number of people to reach
4. Avg. number times to repeat the ad.
5. Rating of the media to be selected
6. The vehicles on which the ad is to be placed
7. Time on which ad campaign is to run

Basis for Allocation of Media Budget
 Affordable Method
 Unit of Sales Method
 Objective and Task Method
 Competitive Parity Method
 Share of Voice Method

Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure

4-M’s of Media Planning
1. Market
2. Message
3. Medium
4. Money

Prerequisites of a good media plan
A good media plan include
1. Objectives
2. Strategies
3. Media Choices
4. Media Schedule

Developing the Media Plan
Media Use Decision
— Print
Media Use Decision
— Broadcast
Media Use Decision
— Other Media
Creative Strategy Plan
Setting Media Objectives
Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Marketing Strategy PlanSituation Analysis

Media Choices
 Determine which medium is appropriate for
message on three factors
 media mix,
 media efficiency
 competitve media assessment
 Share of Voice – any advertisers expense relative to
overall spending in a product category
 CPT/CPM Cost to reach out to thousand members
of an audience using a particular medium

Media Planning Criteria
• The media mix
• Target market coverage
• Geographic coverage
• Scheduling
• Reach versus frequency
• Creative aspects and mood
• Flexibility
• Budget considerations

Establishment of Media Objectives
Goals of the media programme that can only be
achieved through media strategies
E.g.
Create awareness in the market through the following
1. Use broadcast media to achieve coverage of 80
percent of the target market in next six months
2. Reach at least 50 percent of the target audience at
least three times in next three months
3. Concentrate heaviest advertising during a fixed
season and reduce to a moderate level in other
times

Market Analysis and Market
Identification
Whom Should We Advertise?
1. What Internal and External Factors May
Be Operating?
2. Where to Promote?
Index = X 100
Percentage of users in the
demographic segment
Percentage of total population
of the same segment

Brand Development Index
BDI = X 100
Percentage of brand sales to
total sales in market
in market

Category Development Index
Percentage of product category
total sales in market
in market
CDI = X 100

Brand and Category Analysis
High market share
Good market
potential
High market share
Monitor for sales
decline
Low market share
Good market
potential
HighCDILowCDI
Low market share
Poor market potential
High BDI Low BDI

Three Scheduling Methods
Media schedule is the calendar of advertising plan and is
concerned with timing of insertion of ads in the selected
media.

Characteristics of Scheduling Methods
Method Advantage Disadvantage
Continuity
1. Serves as a constant
reminder
2. Covers the entire buying
cycle
3. Allows media priorities
1. Higher costs
2. Potential of
overexposure
3. Limited media
allocation
Flighting
1. Cost efficiency of
advertising during
purchasecycle
2. May allow for inclusion
of more medium and
vehicles
1. Weighting may give
competitors advantage
2. Lack of AIDA
3. Increased likelihood
wareout
Pulsing
All the sameof above
methods
Not required for seasonal/
cyclical products

Details of Usage
Ads
Pur.
Days of Month
Ads in a
Month
Ads
Left
Total Ad
Cost
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Print Media
Newspaper
Times of India (Full PageB/W) 7 1 1 1 1 1 1 1 7 0 1500000
Times of India (Half PageColour) 10 1 1 1 1 1 1 1 1 1 1 10 0 800000
Anandabazaar Patrika(Cover Page Colour) 5 1 1 1 1 1 5 0 500000
Ei Samoy (Cover Page Colour) 5 1 1 1 1 1 5 0 400000
Bartaman (Full PageB/W) 3 1 1 1 3 0 100000
Magazines
Desh (Inside Cover Page) 10 1 1 1 1 1 1 1 7 3 250000
Outlook (InsideCover Page) 10 1 1 1 1 1 1 6 4 350000
Unish Kuri (Half pageB/W) 15 1 1 1 1 1 1 1 1 1 1 1 1 12 3 150000
Electronic
Radio
Radio Mirchi (10 Secs) 150 6 6 6 6 6 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 110 40 300000
Radio BigFM (10 Secs) 150 6 6 6 6 6 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 115 35 250000
Television
Serial Mega 1 Vehicle 1 (PrimeTime 30 Sec) 120 4 3 3 3 4 3 3 3 4 4 3 3 3 3 4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 95 25 350000
Sample Media Plan
(for a fixed seasonal month)

Units to Measure Media Audience
 Readership for Print (Newspaper and
Magazines)
 Viewership (For TV)
 Listenership (For Radio)
 Page views / Hits (For Internet and Social
Media)
 Passers-by (For Outdoor Media)
 Ticket saleout Rate in Cinema Halls /
Multiplexes

Advertising Impact
 No one really knows the exact number of exposures
necessary for an ad to make an impact.
 ‘Impact’ is the intrusiveness of the ad message i.e. the
ad message actually being perceived by the audience.
 Impact is taken into consideration while measuring
effective frequency.
 Most advertisers have settled on three exposures as the
least number; fewer than three is assumed to give
insufficient reach, and more than ten are considered
overexposure and thus ineffective reach.

Reach
 Reach refers to the total number of different people or
households exposed, at least once, to a medium during a
given period. It is the number of people who are exposed to
the medium
 Reach may be stated either as an absolute number, or as a
fraction of a given population (for instance 'TV households',
'men' or 'those aged 25–35').
Opportunity to See (OTS): Is the number of times the
viewer is most likely to see the advertisement. It is used in
media planning or advertising media selection to answer
the question- how many times an ad should be put up?.

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

Eg. Reach and Frequency
 Four television homes = universe.
 Three homes or 75% of universe receive message.
That’s a rating of 75.
 In total, the message had 8 exposures.
 Exposures divided by number of homes hit = Average
exposures.
 (8 Exposures / 3 Homes) = 2.67 Average exposures
 (Reach X Frequency) = Gross ratings points:
 75 rating (3 homes hit in universe of 4) times 2.67
exposures = 200.25 gross rating points.

Graph of Effective Reach

Circulation Vs Readership
Circulation:
 Measured by the Audit Bureau of Circulations ( ABC ) on
an on-going basis with results reported every 6 months
 Copy count: Number of copies sold,
 Not possible to identify / profile the buyer.
Readership:
 Measured by independent periodic surveys
 Measures the number of people who actually read the
publication.
 It is possible to profile the consumer.
 IRS – “ Indian Readership survey.

Circulation Relationship
Circulation is the number of copies distributed on an average day. It is one
of the principal factors used to set advertising rates. It is not always the
same as copies sold,often called paid circulation, since somenewspapers
are distributed withoutcost to the reader
Source: http://www.auditbureau.org/files/Highest%20Circulated%20amongst%20ABC%20Member%20Publications%20(language%20wise).pdf
Language Names of Daily Avg. Qfl. Sales Jul - Dec 16
Bengali Ananda Bazar Patrika 1,102,955
Bartaman 649,586
Ei SamaySangbadpatra 270,018
English
The Timesof India 3,184,727
The Hindu 1,464,297
HindustanTimes 1,194,816
The Telegraph 466,001
The Economic Times 390,316
Hindi
Dainik Jagran 3,921,267
Dainik Bhaskar 3,813,271
Amar Ujala 2,961,833
Hindustan 2,611,261
Rajasthan Patrika 1,840,917

Reach vs. OTS
Increase with duplication increases OTS but
decreases Net Reach
Publication Circulation Readers/Copy Total Reach Duplication OTS
A 100000 4 400000 Gross
Reach/Net
Reach
B 125000 4 500000
Gross Reach 900000
Duplication 75000
Net Reach (Gross Reach - Duplication) 825000 1.09
Publication Circulation Readers/Copy Total Reach Duplication OTS
A 100000 4 400000 Gross
Reach/Net
Reach
B 125000 4 500000
Gross Reach 900000
Duplication 100000
Net Reach (Gross Reach - Duplication) 800000 1.125
With increased Duplication
During brand
launch it is
targeted to
have 3-4 OTS
i.e. higher
visibility is
targeted

Frequency
Frequency is the number of times
a person must be exposed to an
advertising message before a
response is made and before
exposure is considered wasteful

Message Factors Important to
Frequency
 Message complexity
 Message uniqueness
 New vs. continuing campaigns
 Image versus product sell
 Message variation
 Wear out
 Advertising units

Media Factors Important to Frequency
 Clutter
 Editorial environment
 Attentiveness
 Scheduling
 Number of media used
 Repeat Exposures

Media Rating System
Programme rating is a measure of potential reach of
broadcast media and is expressed as a percentage
Gross Rating Point (GRP) = (Reach)(Frequency)
GRP is a numerical figure indicating number of potential audiences
that are likely to be exposed to a series of commercials. It combines
programme rating and the average number of times the household
is reached during the advertising cycle
No. of households
viewing the programme
Total no. of households
owning TV sets
Programme
rating =
100

Qualitative Aspects of Media Vehicle
Source
 Qualitative value of the media vehicle source exists.
 Ad exposure in one vehicle might have more impact on the
audience than if placed in another vehicle.
 Six attributes must be considered while choosing a media
vehicle:
1. Expertise
2. Prestige
3. Editorial ‘fit’
4. Mood created,
5. Involvement,and
6. Unbiased approach

Reach and Frequency
Reach of Two ProgramsReach of One Program
Unduplicated ReachDuplicated Reach
Total market audience reached Total market audience reached
Total reached with both shows Total reach less duplicate

Effects of Reach and Frequency
 One exposure of an ad to a target group within a
purchase cycle usually has little or no effect.
 The central goal of productive media planning is to
enhance frequency rather than reach.
 An exposure frequency of two within a purchase cycle is
an effective level.
 Beyond three exposures in a brand purchase cycle or
over a period of four or even eight weeks, increasing
frequency continues to build advertising effectiveness at
a decreasing rate but with no evidence of decline.
 Frequency response principles or generalizations do not
vary by medium.

Factors Important to Frequency
• Brand history
• Brand share
• Brand loyalty
• Purchase cycles
• Usage cycle
• Competitive share of voice
• Target group

 CMIE Reports
 NCAER Reports
 AC Nielson-ORG Marg Retail
Audits
 IMRB’S Household Panels
 Demographics
 Age/Sex/Income/Education/Occu
pation
 Socio-Economic Classification-
Urban/Rural
 Psychographics
 Usage and Attitude Studies
 Readership Surveys-IRS/NRS
 Circulation Data through ABC
 Press Advertising Spending
through Press Ad spending audits
 Television Audience Measurement
Studies ( TAM/AMap)
 Radio Audience Measurement
Studies(RAM)
 Outdoor/Cinema/Internet-Initial
steps at measurement
Media Planning Databases
permission. Illustrations and screenshots are property of companies as applicable .Usage

Determination of Cost
 Cost per thousand (CPM)
 Cost per rating point (CPRP)
 Daily inch rate
 Target Cost per thousand (tCPM) : CPM
based on target audience and not on
overall audience

Determining Media Cost
Cost per thousand (CPM): What a communication
vehicle charges to deliver a message to 1,000
members of its audience
 Used commonly for print media
CPM





1000
audienceornCirculatio
unitadofCost

Magazine A Magazine B
Cost of Ad
Per page $30,000
Circulation: 626,450 653,000
CPM: 43680 x 1,000
626450
20450 x 1,000
653,000
= 69.72 = 31.32
43,680 20,450
Cost/ inch: 453 490
Page cost x 1,000
Circulation
Cost Per Inch Calculation

Magazine A Magazine B
Cost of a
Full Page Ad: $30,000
Circulation: 800,000 1,500,000
CPM: 200,000 x 1,000
800,000
300,000 x 1,000
1,500,000
= 25 = 20
200,000 300,000
800,000 1,500,000
How Does Cost Affect Media Selection?

Online Advertising: Placement and
Pricing (Eg. Bartaman)
Pricing and Minimum
Booking
Top/ Bottom/ Middle
Horizantal : Dimensions
in pixels
Side Vertical / Box Ad :
Dimensions in pixels
CPM (Rate per mille or per
thousand page views)
160w X 80h (Ear panel) Wing Banner (Standard
Size)
Price per 1000 :: INR 45.00
CPM Page views
970w X 90h (Top Banner) 160w X 600h (Right
Column below Epaper)
Minimum Booking :: one
Week
728w X 90h (Middle and
Footer Banner)
300w X 300h (Middle
Panel)
468w X 90h (Smal Middle
Horizantal Banner)
300w X 250h (Middle
Panel
120w X 600h (Right
120w X 800h (Right
Bartamanpatrika.com is the 2nd largest Bengali Daily in West
Bengal, averaging more than 4,00,000 pageviews daily

Determining Relative Cost of Media
Cost per rating point (CPRP)
CPRP
ratingProgram
timecommercialofCost


Buying TV Time
Network Versus Spot
 Networks
 Affiliated stations are linked
 Purchase transactions are simplified
 Spot and local
 Commercials shown on local stations
 May be local or “national spot” commercials
Syndicated Programs
 Sold and distributed station by station
 Off-network syndication are “reruns”
 First-run syndications are also featured
 Advertiser-supported or bartered
 Programs sold to stations in return for air time

Methods of Buying Time
Sponsorship
i. Advertiser assumes responsibility for the production and
perhaps the content of the program
ii. Sponsor has control and can capitalize on the prestige
associated with a show
Participations
i. Multiple advertisers buy spots on a program
ii. May participate regularly or sporadically
iii. Advertiser isn’t responsible for production
iv. Participants lack control over content
Spot Announcements
i. May be purchased by day part or adjacency

INTAM (Indian Television
Audience Measurement TRP)
Television Rating Point (TRP) is a tool provided to judge which programmes are viewed the
most. This gives us an index of the choice of the people and also the popularity of a
particular channel.
A device called as People's Meter is attached to the TV set in a few thousand viewers'
houses for judging purpose. These numbers are treated as sample from the overall TV
owners in different geographical and demographic sectors. It records the time and the
programme that a viewer watches on a particular day. Then, the average is taken for a 30-
day period which gives the viewership status for a particular channel.
 The first is frequency monitoring, in which 'people meters' are installed in sample
homes and these electronic gadgets continuously record data about the channel
watched by the family members. It reads the frequencies of channels, which are later,
decoded into the name of the channels and the agency prepares a national data on the
basis of its sample homes readings.
 Second technique picture matching is more reliable. In technique people meter
continuously records a small portion of the picture that is being watched on that
particular television set. Data collected from the sample homes is later on matched
with the main data bank to interpret the channel name. And this way national rating is
produced.

Source:
http://www.ddindia.gov.in/Business/Pages/Nat
ional%20Rate%20Card/National-Rate-
Card.aspx
Accessed on:28.12.2017|IST 10.12 AM
Source:https://www.google.co.in/url?sa=t&source=web&rct=j&url=http://www
.ddbangla.gov.in/files/pdf/75_RATE%2520CARD%2520WEF%252001.05.13.pdf
&ved=0ahUKEwiQla3Rtq7YAhXLPo8KHUepBcYQFggdMAA&usg=AOvVaw1UhRrV
7riQOGsAs7IZnWya
Accessed on:28.12.2017|IST 10.24 AM
TV time catagorization
(Eg. Doordarshan)

Private TV Channel Ad Rate Card in
INR
Source: https://www.themediaant.com/television
Accessed at: 30.12.2017|IST 1.10 AM
Channel Name Language
Weekly
Viewers(000s) Rate
STAR Plus Hindi 160,110 7500
Colors Hindi 152,769 4609
Aaj Tak Hindi 124,962 590
Zee News Hindi 91,890 450
Sony EntertainmentTelevision Hindi 145,504 2250
NDTV 24x7 English 4,998 400
Zee TV Hindi 146,504 5205
Zee Bangla Bengali 24,472 950
Sony MAX Hindi 179,197 960
CNBC TV18 English 2,861 450
STAR Jalsha Bengali 26,833 1350

How to buy TV air-time?
In the end, you’re buying access to people’sminds.Pay for good advice,
not prime time rates at full whack. TV time is not rocket science. It’s
simply air time sold to the highest bidder.
 Buy on the R&F’s, as Frequency is fundamental
 Buy Peak and Off Peak
 Buy many channels at the same time
 Select appropriate shows
 Regularly on the shows
 Buy the Top and the Tail
 Buy the cheapest in the slot.
 Buy Unsold Time
 Buy Direct
 Bargain on price
 Buy on length

Computers in Media Planning
 Reach Frequency Analysis
 Adplus - Media Planning
 Adware - Media Cost
 Media plan Inc - Reach Frequency multi
reach
 Nielsen Savie – Ad Express
 Peoplemeter

Final Note
 Media scheduling and other elements
of the brand offering (packaging, publicity
releases, etc.) must be integrated so that a
company does not miss opportunities for
reaching the right audiences, at the right
time, in dynamic ways
 A bad scenario: the media schedule begins
running before the product is available.

Network Marketing
A business model in which a distributor network is
needed to build a business.
Usually such business are multilevel marketing in
nature in which payout occurs at more than one level.
Some of the best-known companies in America,
including Avon, Mary Kay Cosmetics and Tupperware

Why Network Marketing
 No employees
 Low overhead and Low start-up
 No special qualifications needed
 Unrestricted income
 Time freedom
 Ability to leverage

Features of network marketing
 Low investments
 Generate lead
 Sell directly to networks
 Recruits (adding customers and / or
business partners) constitute down-line and
their sales generate income for up-lines
 Train and Manage Recruits
 Pyramid structure

Types of Networks
 Single –Tire: Make direct sale without
adding further networks
 Two – Tire: Get paid from affiliates or
distributorsthat you generate and added
under yourself
 Multi-Level: Involves more than Two Tires,
it may go up to five or more levels to
generate revenue

7- Tips for network marketing success
 Choose wisely
 Practice what they teach
 The higher ups
 Take-up the lead with your downtime
 On the net
 Take care of business
 Don’t quit your day job

Success in Network Marketing
 Know your target market (TM)
 Establish why should consumers in your TM buy
 Don’t chase friends
 Use specific strategy
 Keep updating yourself
 Include social media
 Stay consistent
 Don’t quit
 Deliver value to prospect

Case Prestige Pressure
Cooker TTK Group

Media strategy
 The media strategy aimed at a high impact launch. Each
market was kicked off with press followed by an intensive
television effort.
 The combination was used to drive two critical aspects
The fact of the new product launch (whichever
category).
 The new line ‘Are you ready for a smarter kitchen?,
which positioned the brand
 Prestige as a deliverer of ‘today’s smart kitchen’
 The high impact burst was planned during the festival
season, as the purchases seemed to peak during the
season.© Prof.( Dr.) R. Bakshi- This ppt presentation (or any part) is not be used without written

Launch effect
 Markets responded with consumers asking for
Prestige Smart. The brand could not cope with
the initial demand and this response effectively
blocked competition out of key markets.
 Retail excitement was at its highest level in
recent times.
 Increase in the number of dealers who wanted
to join the Prestige network.
 Competition gets active and the category itself
sees more excitement.

Smart
Pressure
Cooker

Results
 Research indicates that consumers believe that
Prestige has more innovative kitchen products
than just pressure cookers.
 Market gains in the North, which was traditionally
a weak market for Prestige.
 There were gains in the new product categories as
well.
 There was a favourable shift in the perception of
Prestige as a modern brand.

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