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7/21/2019 Media - An Overview
http://slidepdf.com/reader/full/media-an-overview 1/23
Media Planning
An Overview
7/21/2019 Media - An Overview
http://slidepdf.com/reader/full/media-an-overview 2/23
What is Media Planning ?
‚Media Planning‛ is a process of selecting the
exact media vehicles to be used for advertising
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Media Terminologies
• Target Audience
” A portion of the TV audience identified by the advertiser to be
most likely to purchase its product
• Reach - The number of different or unduplicated households or persons that are
exposed to a television program or commercial at least once during a reported
time period . It is also known as cum. reach or cum. audience
• Frequency - The number of times persons that are exposed to a television
program or commercial for a reported time period
• GRPs : Gross Rating Points (GRPs) equal Reach times Frequency, expressed as
a percentage. GRPs measure the total of all Rating Points during an advertising
campaign. A Rating Point is one percent of the potential audience. For example, if
25 percent of all targeted televisions are tuned to a show that contains your
commercial, you have 25 Rating Points
• NGRP: Normalised Gross Rating Points
• CPRP
(Cost per Rating Point) : Cost required to achieve 1 rating point
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• TVR
: Weighted average time spent by universe watching a particular program at
any particular time
• FCT
: Fixed Commercial Time is the allowable amount of time per hour of
programming that can be used by a television network to broadcast commercials
• FPC : Fixed Point Chart is the time-wise , day-wise programming grid of a channel
• ER : Effective Rate is used to signify the final rate /10 sec that is obtained on a
channel after the buying is complete
• ACD
: Average Commercial Duration
• Share of Voice : Measures the percentage of total GRPs (normalized) of one brand
relative to the brand category• Share of expenditure : Measures the percentage of total advertising spending by
one brand relative to the competition
• Spill over : Contribution of GRPs from other markets apart from the selected market
Media Terminologies
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• ROS: Run on schedule. Refers to the random running of spots across the entire
day
• RODP : Run on Day-part : Refers to the random running of spots within a
specified time band
• Channel Share : Number of people watching the channel as a percentage of total
people watching TV for a particular day part
• Media Penetration : The percentage of homes in a specified area that own
• Effective Reach : The reach at effective frequency that is needed to accomplish the
specified objective
• Duplication : Viewers who have been exposed to two or more times to a vehicle orschedule within a particular time frame
• Make goods : The commercial time given to advertiser either because an
advertisement was pre-empted or did not receive the exposure that had been agreed
to and paid for
Media Terminologies
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Media Plan
A written document that summarizes the objectives and
strategies pertinent to the placement of a company’s
advertising messages
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1. Setting media objectives in light of marketing and
advertising objectives
2. Developing a media strategy for implementing media
objectives
3. Designing media tactics for realizing media strategy
4. Proposing procedures for evaluating the effectiveness of
the media plan
How is a Media plan developed
Step Process
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Media Objectives
The Reach Objective
The percentage of the audience that is exposed at least once to the
advertiser’s message during a specific time frame
The Frequency Objective
Estimates the number of times the exposure is expected to happen
– Average frequency
– Frequency distribution
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Duplication effect on between Reach & Frequency
►When the duplication is lower , Reach increases and Frequency decreases
►When duplication goes up , Reach decreases and Frequency increases
Channel 1 Channel 2Duplication
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1. Essentials of Media Brief
Target
Audience
Priority
Markets
Campaign
Objective
Budget
Edit Strategy
Campaign Period
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Development of Marketing Strategy
At the beginning of theyear, the management
prepares an Annual
Operating Plan (AOP)
for the upcoming year
(Note 1)
The marketing teamconsults with the
media team and
recommends a budget
for the upcoming year
to the management.
On finalisation of the AOP,the finance team
communicates the budget
to various functions. For
marketing, month wise
bifurcation of media
spends is also provided by
the finance team.
Is the plan
approved
by the
media
team?
The media agency
prepares an annual
media plan based on
the budget and submits
it to the media team
for approval (Note 2)
Marketing team shares the
budget with the media
team.
Media team communicates
the same to the media
agency and also provides an
annual distribution of funds
across various media
The media plan is re-
iterated and resent by
the media agency to
the media team for
approval
Campaign Level Planning
No
Yes
Note 1: AOP consists of business goals, targets, sales strategy,media and marketing objectives
Note 2: Annual media plan consists of media environment analysis,focus strategy for the brand with respect to media, media mix
determination and market wise focus activities
START
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Campaign Level Planning
On approval of the
annual media plan,
marketing team
communicates the month
wise budget to the media
team in case there is a
need for a campaign.
Media team forwardsthe campaign budget to
the media agency.Campaign Level Planning
Media agency prepares a
detailed media plan for
the campaign and
submits the same to the
media team for approval
(Note 1)
Agency sends mediumwise pre estimates for
the approved plan which
is then authorized by the
media team for
implementing the media
plan (Note 2)
The media team informsthe marketing team
about the media activity ,
shares the plan with
them to enable them to
align the marketing
activities
A detailed activityreport is sent to the
media team by the
media agency on
completion of the
media activity.
Invoicing and Billing
Is the plan
approved
by the
media
team?
The media plan is re-
iterated and resent by
the media agency to
the media team for
approval Note 1: Campaign media plan consists of channel / publication, markets,
editions, edit /size and program /space etc
Note 2: Pre- Estimate is made on the basis of a campaign schedule . It consists ofvendor names, FCT, rates and total cost etc
No
Yes
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Billing and Invoicing
The media accounts team
reconciles the activityreport, verifies the rates
and publication / channel
details for the month before
sending the same to the
media committee for
approval.
The accounts team
generates purchase
orders (POs) on the
system. The value of the
POs cannot be changed
post generation.
Billing and Invoicing
The accounts team’s
Senior Manager
approves the POs in
order to enable
booking of invoices
against the POs.
The system generates
an approval request to
the Senior Manager to
initiate payment after
the invoices are booked
On receiving the invoices
from the agency, the
accounts team books the
same on the basis of
verification of the
invoices and supporting
documents.
Once the authorization
process is complete,
payment is made through
NEFT within 30 days of
receipt of invoice and
within 55 days of receipt
of activity report
END
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7/21/2019 Media - An Overview
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Background• Digital marketing is the promotion of products or brands
via one or more forms of electronic media
• Digital marketing differs from traditional marketing in that it
involves the use of channels and methods that enable an
organization to analyse marketing campaigns and
understand what is working and what isn’t ” typically in
real time
l f l k
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Elements of Digital Marketing
Email MarketingIt involves database marketing: segmenting your customer data and delivering personalised, targeted
messages at the right time
SEO
Search Engine Optimisation is about increasing a website’s visibility in the search engines and is
done by increasing the ranking of a particular keyword, or increasing the volume of keywords that
a site ranks for
Paid SearchPaid Search, PPC or pay-per-click is the management of paid adverts in the search results.
These paid adverts are typically placed above, or to the right of the ‘organic’ search results
Social Media Social media management is about managing a brand’s image through multiple social channels.That may be Twitter or Facebook, but it may also be Pinterest or Linkedin
Online Advertising
Online advertising differs from PPC in that you are advertising on other peoples’ websites. For
instance, you may want to buy banner space on a specific website, and you would pay the
website owner either based on the number of impressions, or the number of clicks the advert
receives
Affiliate Marketing
Affiliate marketing is quite similar to online advertising, except that the website hosting the advert
will be recompensed only when a sale is made. Affiliate marketing isn’t restricted to banner
advertising
Mobile Marketing
Mobile marketing is one of the biggest growth areas in digital marketing. The increased usage of
smartphones around the world has resulted in a greater dependency on them for quick and timely
information
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Elements of Digital Marketing
Blogging Blogging ” and ensuring that blogs are visible ” involves not just writing blogs, butcreating a blogging strategy that brings together SEO, PR, social media and web design
Viral Marketing
Viral marketing combines many elements of the marketing mix. Some call it ‘content
marketing’, as it always involves disseminating an element of content across multiple
channels. This can include videos on Youtube, blogs, email marketing, as well as
traditional elements, but the aim is to ensure that the content captures the imagination
of your market, and that the content spreads naturally through online communities
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Media Planning Process Areas to focus
Media Brief Comscore Data Website Analysis
Website Selection Media Selection Monitoring
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Media Brief
Target
Audience
Priority
Markets
Campaign
PeriodMedia Units Budget
Campaign
Objective
Elements
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ComScore Data
ComScore provides a complete view into the consumptionhabits of the TG as well as the client’s competitive set,
along with demographics and cross-visitation information
Gives insights into the following:
– Total Visitors to the website
– Unique Visitors to the website
– Pages Viewed on the website
– Time spent on the website
– Duplication data
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Website Selection
Online Share
1Affinity
2Reach
3Deal Type
4
Parameters to decide channel worth
Website Selection rid
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Monitoring
“ Measure of site's effectiveness in persuading visitors to
take a desired action
“ Here conversion means sale of productsConversion Rate
“ Cost of acquiring a customer by which company canmeasure the success of marketing initiatives.
“ ROI and Return on Ad-spend can be calculatedROI
“ User’s demographic details such as their location,
mind-set, demand, and frequency of visits are recorded
along-with duration of visit & pages visited
Visitor Stickiness
“ Has the payment been made basis the third Party
monitoring system deployed
Third Party
Monitoring
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Thank you!