Description
Social media differentiates from traditional/industrial media in many aspects such as quality,[4] reach, frequency, usability, immediacy, and permanence
MEDIA MANAGEMENT
Objectives, Strategy, Planning and Selection
OVERVIEW
? Media
Strategy
? Media
Planning – Roles of planners and buyers Objectives
? Advertising
? Media
Choices
2
? Media
Selection
MEDIA STRATEGY - INDIAN CONTEXT
?
By 2012:
Medium
Newspapers TV Outdoor Radio
Spend (in Rs Crores) 13,957
12,801 1,408 965
Magazines
Internet Cinema
729
669 172
3
MEDIA PLANNING
?
Focus on Consumer Behavior Create plans that reflect the consumers’ purchase process Influence consumers in the marketplace Marketing + Advertising Analysis Media Strategy Media Scheduling
4
?
?
COMPONENTS OF A MEDIA PLAN
?
?
?
?
Justification and Summary
MEDIA PLANNERS
?
Formulate a media program stating where and when to place the ads Conduct Media Research Identify the optimum medium for a particular campaign
?
?
?
Match the product’s target market with the correct media and programs within the chosen media
5
MEDIA BUYERS
?
Buy ad space, negotiate rates, times and schedules for the ads Watch for special deals and tie-ins Watch for block deals for brands with large spends
?
?
6
EFFECTIVENESS OF ADVERTISING
?
This varies due to a variety of reasons:
?
Quality media choices made by each agency Creativity Financial Stewardship Agency culture and track record Computer systems to analyze data Relationship between the agency and the medium’s representatives
7
?
?
?
?
?
ADVERTISING OBJECTIVES
?
Reach Frequency
?
Cost per Rating Point Cost Continuity Impressions
?
?
?
Opportunities to See (OTS)
Gross Rating Points (GRP)
?
?
?
8
ADVERTISING OBJECTIVES EXPLAINED
?
Reach – number of people / households / businesses in the target audience exposed to the message at least once during a given period usually 4 weeks
?
Frequency – average number of times people / households / businesses in the target audience are exposed to the message at least once during a given period usually 4 weeks
Opportunities to See (OTS) – Cumulative exposures achieved in a given time (only for print / internet / TV media)
?
9
ADVERTISING OBJECTIVES EXPLAINED
?
Gross Rating Points (GRP) – Measure of impact or intensity of a media plan Cost per Thousand ? CPM = (Cost of Media Buy / Total Audience) * 1000
?
? Cost
Per Rating Point
?
(CPRP) = Cost of Media Buy / Medium’s Rating
? Ratings
measure the % of a firm’s target that is exposed to a show on TV or an article in the newspaper
10
ADVERTISING OBJECTIVES EXPLAINED
Continuity is the exposure pattern or schedule used in the ad campaign ? Three types of continuity patterns are used:
?
?
Continuous campaign Pulsating campaign Discontinuous campaign
?
?
11
ADVERTISING OBJECTIVES EXPLAINED
?
Continuous Campaign ? Uses media time in a steady stream ? Ad space in media is bought for longer terms ? Ads are then rotated so as to break the monotony
? Pulsating
Campaign
?
Minimal level of advertising at all times but increases in ads at periodic intervals
? Discontinuous
Campaign
12
?
Ads at specific intervals only with no ads in between
MEDIA SELECTION
?
TV
?
Radio
Outdoor Advertising Internet + Email marketing Print – Newspapers, Magazines Alternate Media
?
?
?
?
13
TELEVISION
? Advantages
? ? ? ? ? ? ?
High Reach High frequency potential Low cost per contact High intrusion value (motion, sound) Quality Creative opportunities Segmentation possibilities
? Disadvantages
Greater Clutter ? Low recall due to clutter ? Channel surfing during commercials ? High cost per ad
14
RADIO
? Advantages
Better recall ? Narrower target markets ? Ad music can complement the station’s programming ? High segmentation potential ? Flexibility in making new ads ? Ability to modify ads to suit local conditions ? Intimacy with RJs ? Relatively inexpensive mass medium ? Creative opportunities with music and other sounds
?
15
RADIO
? Disadvantages
Short exposure time ? Low attention ? Few chances to reach national audiences ? Target duplication when several stations use the same format ? Information overload
?
16
OUTDOOR ADVERTISING
? Advantages
? ? ? ? ? ?
Able to select key geographic locations Accessible for local ads Low cost per impression Broad reach High frequency on major commuter routes Large, spectacular ads possible Short exposure time Brief messages Little segmentation possible Cluttered travel routes – Visual Pollution
?
Disadvantages
? ? ? ?
17
18
19
20
21
22
23
24
25
26
27
INTERNET (ONLINE) ADVERTISING
? Advantages
? ? ? ? ?
Creative possibilities Short lead time to send ad Simplicity of segmentation High audience interest on each site Easier to measure responses directly
? Disadvantages
Clutter on each site ? Difficult procedures to buy space ? Only for computer owners ? Short life span ? Low intrusion value ? Hard to retain interest of surfers
?
28
PRINT ADVERTISING - NEWSPAPERS
? Advantages
Geographic selectivity ? High flexibility ? High credibility ? Strong audience interest ? Longer copy ? Cumulative volume discounts ? Coupons and special response features
?
29
PRINT ADVERTISING - NEWSPAPERS
? Disadvantages
Poor buying procedures ? Short life span ? Major clutter ? Poor quality reproduction ? Internet competition with classified ads
?
30
PRINT ADVERTISING - MAGAZINES
? Advantages
? ? ? ? ? ? ?
High market segmentation Targeted audience interest by magazine Direct response techniques High color quality Availability of special features Long life Read during leisure time
31
PRINT ADVERTISING - MAGAZINES
? Disadvantages
Declining readership ? High level of clutter ? Long lead time ? Little flexibility ? High cost
?
32
MEDIA SELECTION
Market Scale
Message Content
Characteristics
Local Regional National Global
Demographic Geographic Psychographic Geodemographics Media Habits
TV Radio Outdoor Newspaper Internet Magazine Direct Mail Other
Choices
33
MEDIA STRATEGY - INDIAN CONTEXT
Ad Spends by 2012
Newspaper Magazines TV Internet 3% 2% 2% 1% 5% 45% Outdoor Cinema Radio
42%
34
35
doc_364973994.pptx
Social media differentiates from traditional/industrial media in many aspects such as quality,[4] reach, frequency, usability, immediacy, and permanence
MEDIA MANAGEMENT
Objectives, Strategy, Planning and Selection
OVERVIEW
? Media
Strategy
? Media
Planning – Roles of planners and buyers Objectives
? Advertising
? Media
Choices
2
? Media
Selection
MEDIA STRATEGY - INDIAN CONTEXT
?
By 2012:
Medium
Newspapers TV Outdoor Radio
Spend (in Rs Crores) 13,957
12,801 1,408 965
Magazines
Internet Cinema
729
669 172
3
MEDIA PLANNING
?
Focus on Consumer Behavior Create plans that reflect the consumers’ purchase process Influence consumers in the marketplace Marketing + Advertising Analysis Media Strategy Media Scheduling
4
?
?
COMPONENTS OF A MEDIA PLAN
?
?
?
?
Justification and Summary
MEDIA PLANNERS
?
Formulate a media program stating where and when to place the ads Conduct Media Research Identify the optimum medium for a particular campaign
?
?
?
Match the product’s target market with the correct media and programs within the chosen media
5
MEDIA BUYERS
?
Buy ad space, negotiate rates, times and schedules for the ads Watch for special deals and tie-ins Watch for block deals for brands with large spends
?
?
6
EFFECTIVENESS OF ADVERTISING
?
This varies due to a variety of reasons:
?
Quality media choices made by each agency Creativity Financial Stewardship Agency culture and track record Computer systems to analyze data Relationship between the agency and the medium’s representatives
7
?
?
?
?
?
ADVERTISING OBJECTIVES
?
Reach Frequency
?
Cost per Rating Point Cost Continuity Impressions
?
?
?
Opportunities to See (OTS)
Gross Rating Points (GRP)
?
?
?
8
ADVERTISING OBJECTIVES EXPLAINED
?
Reach – number of people / households / businesses in the target audience exposed to the message at least once during a given period usually 4 weeks
?
Frequency – average number of times people / households / businesses in the target audience are exposed to the message at least once during a given period usually 4 weeks
Opportunities to See (OTS) – Cumulative exposures achieved in a given time (only for print / internet / TV media)
?
9
ADVERTISING OBJECTIVES EXPLAINED
?
Gross Rating Points (GRP) – Measure of impact or intensity of a media plan Cost per Thousand ? CPM = (Cost of Media Buy / Total Audience) * 1000
?
? Cost
Per Rating Point
?
(CPRP) = Cost of Media Buy / Medium’s Rating
? Ratings
measure the % of a firm’s target that is exposed to a show on TV or an article in the newspaper
10
ADVERTISING OBJECTIVES EXPLAINED
Continuity is the exposure pattern or schedule used in the ad campaign ? Three types of continuity patterns are used:
?
?
Continuous campaign Pulsating campaign Discontinuous campaign
?
?
11
ADVERTISING OBJECTIVES EXPLAINED
?
Continuous Campaign ? Uses media time in a steady stream ? Ad space in media is bought for longer terms ? Ads are then rotated so as to break the monotony
? Pulsating
Campaign
?
Minimal level of advertising at all times but increases in ads at periodic intervals
? Discontinuous
Campaign
12
?
Ads at specific intervals only with no ads in between
MEDIA SELECTION
?
TV
?
Radio
Outdoor Advertising Internet + Email marketing Print – Newspapers, Magazines Alternate Media
?
?
?
?
13
TELEVISION
? Advantages
? ? ? ? ? ? ?
High Reach High frequency potential Low cost per contact High intrusion value (motion, sound) Quality Creative opportunities Segmentation possibilities
? Disadvantages
Greater Clutter ? Low recall due to clutter ? Channel surfing during commercials ? High cost per ad
14
RADIO
? Advantages
Better recall ? Narrower target markets ? Ad music can complement the station’s programming ? High segmentation potential ? Flexibility in making new ads ? Ability to modify ads to suit local conditions ? Intimacy with RJs ? Relatively inexpensive mass medium ? Creative opportunities with music and other sounds
?
15
RADIO
? Disadvantages
Short exposure time ? Low attention ? Few chances to reach national audiences ? Target duplication when several stations use the same format ? Information overload
?
16
OUTDOOR ADVERTISING
? Advantages
? ? ? ? ? ?
Able to select key geographic locations Accessible for local ads Low cost per impression Broad reach High frequency on major commuter routes Large, spectacular ads possible Short exposure time Brief messages Little segmentation possible Cluttered travel routes – Visual Pollution
?
Disadvantages
? ? ? ?
17
18
19
20
21
22
23
24
25
26
27
INTERNET (ONLINE) ADVERTISING
? Advantages
? ? ? ? ?
Creative possibilities Short lead time to send ad Simplicity of segmentation High audience interest on each site Easier to measure responses directly
? Disadvantages
Clutter on each site ? Difficult procedures to buy space ? Only for computer owners ? Short life span ? Low intrusion value ? Hard to retain interest of surfers
?
28
PRINT ADVERTISING - NEWSPAPERS
? Advantages
Geographic selectivity ? High flexibility ? High credibility ? Strong audience interest ? Longer copy ? Cumulative volume discounts ? Coupons and special response features
?
29
PRINT ADVERTISING - NEWSPAPERS
? Disadvantages
Poor buying procedures ? Short life span ? Major clutter ? Poor quality reproduction ? Internet competition with classified ads
?
30
PRINT ADVERTISING - MAGAZINES
? Advantages
? ? ? ? ? ? ?
High market segmentation Targeted audience interest by magazine Direct response techniques High color quality Availability of special features Long life Read during leisure time
31
PRINT ADVERTISING - MAGAZINES
? Disadvantages
Declining readership ? High level of clutter ? Long lead time ? Little flexibility ? High cost
?
32
MEDIA SELECTION
Market Scale
Message Content
Characteristics
Local Regional National Global
Demographic Geographic Psychographic Geodemographics Media Habits
TV Radio Outdoor Newspaper Internet Magazine Direct Mail Other
Choices
33
MEDIA STRATEGY - INDIAN CONTEXT
Ad Spends by 2012
Newspaper Magazines TV Internet 3% 2% 2% 1% 5% 45% Outdoor Cinema Radio
42%
34
35
doc_364973994.pptx