Media Planning 3

8/7/2019 Media Planning 3

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Introduction t o AUDIENCE MEASUREMENTMETRICS


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Understanding Information sourcing for MPTarget Audience SEC understanding

Introduction to Audience Measurements

Efficiency Measurements

Strategic Analyses

Less on Obj e ctiv es


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Me dia Map

MassPersonal

Low Measurability

High Measurability

TV

Newspapers

Magazines

Events

Direct Mailers

Personal Contact

RadioInternet

SMS

Loose Inserts

Word-of-mouth

Road Shows


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Why do you n ee d m e asur e m e nt s?

Becau se of t he nee d to controlBecau se of ROI

Media GRPs Reach/Frequency Awareness Intent Sales

Client

Ad-agency

Media Agency


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Accessing databases

P opulation

Economy Marke ting

Estimat es

It is very important for amedia planner tounderstand the

marketing environment

Census , CMIE, NCEAR

AC NIELSON ORG MARGRe tail Audit s, IMRB Hou se hold purc hase pan e ls Mark e t P ulse

InformationRequirementsand

Databases forMediaPlanning


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SEC Socio Economic Cla ss ification

Presently 12 th largest consumer market in

the world(17 trillion Indian rupees)Poised to become the 5 th largest by2025(70 trillion Indian rupees)Indian spending patterns will evolve, withbasic necessities such as food and appareldeclining in relative importance, andcategories like communications andhealth care growing rapidly.

This classification is more stable than onebased on income alone and beingreflective of lifestyle is more relevant tothe examination of consumptionbehaviour.

Check Note


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Socio-Economic Cla ss ification - Urban

A de mograp hic indicator d es ign e d b y the Mark e tRese arc h Socie ty of India to r e fle ct purc hase be haviour.

It is

base

d on 2 parame

te

rs

- Education and Occupationof t he Chie f Wag e Earn e r of t he Hou se hold.

The SEC of t he HH de te rmin es the SEC of t he famil y m e mb e rs.

SEC A1+ is on e cat e gor y which also has an incom e filte r (Rs 10 ,000 + p e r mont h) .


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B road SEC Classification -Urban

SEC B y Education B y Occupation

A1 Grad and P ost Grad (G ene raland P rof ess ional )

Business, Office rs, Executiv es Sr. andMiddl e

A2 Grad and P ost Grad (G ene ral

and P rof ess ional )

Shop Own e rs, Sub l e ve l Office rs, Execs

Middl e and Jr s

B 1B 2 SSC+ Grad Skill Work e rs, P e tt y Trad e rs, Cle rks, Sales pe opl e

C Schooling - 5 to 9 th Skill Work e rs, P e tt y Trad e rs, Cle rks, Sales

pe opl e D Schooling 4t h Skill Work e rs, P e tt y Trad e rs, Cle rks, Sales

pe opl e

E Illite rat e Skille d and Un skilled work e rs, P e tt y Trad e rs


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Socio-Economic Cla ss ification - Rural

A de mograp hic indicator d es ign e d b y the Mark e tRese arc h Use rs Council ( ye t to b e ratifi e d b y the Mark e t Rese arc h Socie ty of India ).

It is ba se d on 2 param e te rs - Education of t he Chie f Wag e Earn e r of t he Hou se hold and t he Type of Hou se

The SEC of the HH de te rmin es the SEC of the famil y m e mb e rs.


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B road SEC Classification -Rural

SEC B y Education B y y s of ous s

R1 Colle ge andInstitution

P ucca

R2 SSC and HSC Semi P ucca

R3 Schooling till 4t h to9 th

Semi P ucca

R4 Illite rat e Kuccha

(Mark e t Rese arc h Use rs Council )


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Som e Vital SEC Te rm s

Term Definition

Household A pe rson living alon e or a group of P e rson s sta ying tog e the r & sharing food from t he

sam e kitc he nChief WageEarner

The m emb e r of t he famil y who mak es h ighes tcontribution to t he HH incom e

MHI The sum of incom e of all m e mb e rs of t he famil y

Housewife The f emal e or t he mal e m e mb e r of t he HHwho is ch ie fly res pon sible for HH ta sks andde cides what should b e purc hase d for t he HH, for product s suc h as soap s/ toot hpa stes, e tc.


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Introduction toAudi e nc e

Me asur e m e nt s


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Rese arc h In IndiaP

ress

Read e rsh ip Rese arc h - NRS, IRS, P latinum Circulation - A BC P ress Spe nd s - TAM P ress Adex SPARR

TV Vie we rsh ip Rese arc h - TAM, AMAP Chann e l Distribution - OTS TV Spe nd s - Time Monitoring , TAM TV Adex

Radio Radio Sp end s - Time Monitoring MRUC Radio R ese arc h - ILT

Othe rs P: SNAP, TGI Census, NCAER, R Swam y Guid e ATP, Mark e tmind , P:P ULSE


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Documents

Media Planning 3