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Media Planning A game of darts ?
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  ANSWERS Who 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 Audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target Audience UNIVERSE ,[object Object],[object Object],[object Object],[object Object],[object Object]
Demographics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Psychographics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer personalities Scientists/artists creative squiggles Secretaries/nurses Good interpersonal & peace  Circles New employees & collage students State of transition, unpredictable Rectangles Politicians /executives Self assured respected Triangles Accounts,computer programmers Neat,organised structured Boxes Example Characteristics Shape
Socio-Economic Class  ( SEC) ,[object Object],[object Object]
The SEC grid – Urban India
Socio Economic Classification - Rural
What is a Medium ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Television Rating Definition :  The percentage of the target audience who  saw the programme & thus the commercial 1 rating point = 1% of the target audience Formula  :  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 (GRP’s) Definition :  The sum of all ratings ( TVR`s) achieved in a campaign   In Practice :  Our commercial appeared in the following  programmes - Programme Rating Jassi 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  ,[object Object],[object Object],[object Object],[object Object]
Reach Formula Reach=  Audience reached at least once   X 100 Total Target Audience Universe
EG - Reach ,[object Object],[object Object],[object Object]
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 OTS Formula :  Average Frequency = Total GRPs ÷ % Reach  OR GRPs = Reach x Average Frequency In Practice: 110 GRPs ÷ 63 Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
Channel Share ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Circulation Vs Readership ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Circulation Vs Readership

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Media Planning

  • 1. Media Planning A game of darts ?
  • 2. What is Media Planning?
  • 3. 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 ?’
  • 4. Media Planning – The process QUESTIONS ANSWERS Who 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
  • 5. Terms used in Planning
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. Consumer personalities Scientists/artists creative squiggles Secretaries/nurses Good interpersonal & peace Circles New employees & collage students State of transition, unpredictable Rectangles Politicians /executives Self assured respected Triangles Accounts,computer programmers Neat,organised structured Boxes Example Characteristics Shape
  • 11.
  • 12. The SEC grid – Urban India
  • 14.
  • 15. Television Rating Definition : The percentage of the target audience who saw the programme & thus the commercial 1 rating point = 1% of the target audience Formula : 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%
  • 16. Gross Rating Points (GRP’s) Definition : The sum of all ratings ( TVR`s) achieved in a campaign In Practice : Our commercial appeared in the following programmes - Programme Rating Jassi 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)
  • 17.
  • 18. Reach Formula Reach= Audience reached at least once X 100 Total Target Audience Universe
  • 19.
  • 20. 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
  • 21. Average Frequency/Average OTS Formula : Average Frequency = Total GRPs ÷ % Reach OR GRPs = Reach x Average Frequency In Practice: 110 GRPs ÷ 63 Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.
  • 22.
  • 23.