To effectively communicate, we must realize

that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.
Anthony Robbins

Media & Advertising

ABHISHEK BHATTACHARYA

Media & Advertising

Contents
Marketing (in Brief)
Definition, Brand, Positioning, Advertising

Media
Types of Media, Advantages, Disadvantages, Insights

Key Insights into Advertising Functions

Media Planning, Media Research, Media Operations

Identify the Brand

Identify the Brand

Identify the Brand

Mar-ket-ing mrkitiNG (N)

The action or business of promoting and selling products or services

Marketing is process To Identify the customer, Reach out to the customer, Attract the customer, Satisfy the customer, and Maintain Relationship with the customer

Elements of Brand Brief

Source: This graphic is from a book by Alina Wheeler : Designing Brand Identity

Income levels

Served market
Market Share

Market Make Up

Habits and religion

Actual Market Real Potential Market

Total Population

Those with teeth

Theoretical Potential Market

Theoretical Realistic Market

Theoretical Maximum Market

Actual share

Yesteryears Advertising

Positioning
The art of reaching consumers mind, remaining there successfully!

Task
Three stages
1. 2. 3. identifying a set of possible competitive advantages upon which to build a position choosing the right competitive advantages selecting an overall positioning strategy

Then, effective communication for delivery of the chosen position to the market

Everything has been thought of before, but the problem is to think of it again!
Johann Von Goethe German poet

Population of INDIA is about 120 Cr There are 28 States & 7 Union Territories

74% INDIA is Rural*

Literacy rate 65% (Male 75% , Female 54%)*
Net GDP (current prices) is Rs.

73,06,990 Cr (1.4 Tn USD) 49 Billionaires, who have Combined Wealth - 20% of GDP

62% INDIA is below age of 30 years

Source: Statistical Outline of India, 2008-09, *Census 2001, #Central Statistics Office - Data May 2011

Advertising?!! What's that?

Any paid form of non-personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor.
(Principles of Marketing: Kotler, Armstrong, Saunders and Wong)

Advertising is the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.

Make a Note of it!

A recent study of brain activity has shown that humans think about
300 to about a 1,000 thoughts an hour

An average person has about 12,000 thoughts a day

It is also discovered that a deeper thinker can have up to 50,000 thoughts a day
In fact its known that a child is exposed to about

40,000 ads a year

Source: hoomancan.com

Normal Life Span of a Brand

12 years on average
Must be promoted at least

4 times per year

Thus, 12 x 4 =

48 different dramatizations are

required

Freshness keeps your sales staff going and your customers interested

The media's the most powerful entity on earth. They have the power to make the innocent guilty and to make the guilty innocent, and that's power. Because they control the minds of the masses. Malcolm X

Media

Media Vehicle
Advantages Broad reach within a defined market area Reaches 57% Urban Individuals and 38% Nationally Newspaper offers targeting capability with regional delivery and special advertising sections Geographic selectivity is available in small towns Print lends Credibility i.e. Trusted by its Discerning Audience Marketplace for competitive price shopping Disadvantages Costly frequency medium Real time dissemination of info not possible Static Medium of Communication Highly cluttered

Commands 44% media advertising revenue pie Habitual in nature, used to Tactical sales driven activities

Education, Real Estate, Financial Services are major advertisers

Media Vehicle
Advantages High speed of delivery and coverage Reaches 82% Urban Individuals and 57% Nationally 3/4th TV Home has C&S Connections Measurability of each spot Use of audio and visual Ideal for Frequency & Emotive connect Seamless brand content integration possible Doordarshan connects a large rural audience Disadvantages Coverage too vast for small advertisers Loyalty is with content not with channel Creative / content development is Expensive Limited Inventory

Commands 41% media advertising revenue pie There are 520 TV channels currently in India

FMCG, Automobiles, Insurance, HFL, Telecom are major advertisers

Media Vehicle
Advantages Higher shelf life then other mediums Least expensive cost per impression Ideal for Focused targeting Larger then life graphics = stopping power Increase awareness faster Aided recall for other media Believable copy due to visibility and tangibility Disadvantages Cannot change copy readily Local zoning ordinances can limit coverage Medium Reach

Commands 6% media advertising revenue pie Considered as a lead medium to create impact through frequency Three major categories Traditional, Transit and Alternate media

Media Vehicle
Advantages High speed of delivery with modest coverage Reaches 23% Urban Individuals and 20% Nationally Easily and widely available Social listening a great opportunity to reach/ connect with rural India Flexible for seasonal or spot promotions Disadvantages Market segment without geographic consistency Highly cluttered market in Metros Lack of robust data (listenership) Audio not as believable as visual

4% media advertising revenue pie There are 260 FM radio stations currently in 90 cities in India

Retail, Social Awareness, Government are major advertisers

Media Vehicle
Advantages High reach and longevity then other mediums (in film) Engaged and seated audience with a leisure mindset Ideal for Focused targeting Emotional Connect (in film) Low cost of engagement Disadvantages High Cost (in film) Permanent Medium (in film) Unable to generate high frequency Delivering smaller audiences

On average 750 feature films are produced in India Acc. to Film Federation of India there are over 13000 theaters in India 60% of these are in 4 southern states Financial Services, FMCG extensively use In film placement for high impact

Media Vehicle
Advantages Low cost and High speed of delivery Unmatched Targeting & Re-Targeting capabilities Personalized (Direct marketing) Facilitates two-way communication Emotional connect with social media Measurable Results Disadvantages The competition can easily detect the new movements and develop a quick counter strategy May look Intrusive and create immediate dissonance

Fastest growing medium in India, almost doubling every year

4th Largest Market in world. Penetration only 7%

Interactivity takes brand closer to Target Automobiles, Financial Services, Technology, Travel are major advertisers
Source: juxtconsult.com

Key Insights into Advertising Functions

Source: Advertising Agencies Association of India - www.aaaindia.org

Advertising Agency
Advertising agencies need to have a wide expertise in the area of marketing and communications Hence they employ specialists who expertise in understanding economic, demographic and psychographic data

They add significant insights to this from their own experience and data banks
Source: Advertising Agencies Association of India - www.aaaindia.org

The Parts of an Agency

Account Management: They are the face of the agency. They meet the client regularly and ensure that the work goes out on time and the bills are paid

Media Planning: They ensure that the client's money is spent efficiently to get maximum efficiency from a campaign
Definition : Media planning is the process of designing a course of action, that shows how advertising time and space can be used, to contribute to the achievement of marketing objectives

Source: Advertising Agencies Association of India - www.aaaindia.org

The Parts of an Agency

Account Planning: The planners come up with insights and are the 'futurologists' of the agency. They analyse markets and consumer behavior and are the ones who write the briefs

Creative: Probably the most important set of people. They write the ads and it is their work that the world gets to see Digital Studio: Often called the DTP section, this set of people work on the final artworks that are sent to the various publications for release
Source: Advertising Agencies Association of India - www.aaaindia.org

Elements of Media Strategy

Target Audience Geography WHO? WHERE? is the girl you want to impress can you meet her

Scheduling
Creative considerations

WHEN?
WHAT?

is the best time to approach her

will you say to her

Media Reach/ Frequency

HOW OFTEN?

must you reach her to get results

Print Plan
Publ. Lang Freq Circl. Edition Size Col/BW Ins Rate Cost

A B C X Y Z

Eng Hin Eng Ben Tam Tel

Dly Dly Dly Mnly Fnly Wkly

50 60 40 100 20 10

All All All Cal Mad Hyd

400 sqc 240 sqc 800 sqc FP FP DS

BW BW BW Col Col Col

4 4 4 1 2 4

100 150 200 250 300 200

400 600 800 250 600 800

Plan Total

19

3450

Rate for Newspapers is per sqcms basis. For magazines it is as per prescribed dimensions.
*The above chart is for information purpose only.

TV Plan
Channel
X

Prog
A B C D E F G

Day/Time
Mon/2100 Tue/2100 Wed/2100 Thu/2100 Fri/2100 Sat/2100 Sun/2100

Dur
30 30 30 30 30 30 30

Rate
100 200 300 400 500 600 700

Spots
4 4 4 4 4 4 4

Cost
400 800 1200 1600 2000 2400 2800

Plan Total Rate for TV is per spot (10 sec each) basis. Two types of Advertising 1 - Regular Spots

28

11200

A: RODP Run on Day Part Ads displayed during the channel prime time B: ROS Run on Spot/ Schedule Time other then prime time 2 AFP Advertisers Funded Program : Content is specially created for advertiser.
*The above chart is for information purpose only.

Databases Used by Planners

NRS - National Readership Survey IRS - Indian Readership Survey Product profiles - Data on product and brand usage ABC - Circulation figures TAM Television Audience Measurement RAM Radio Audience Measurement AdEx

Some Basic Concepts

Reach
Reach is a measurement of the size of the audience to whom you wish to communicate The total number of different people who have been exposed to the campaign

Frequency
The number of times the audience gets exposed to the campaign Number of times an advertisement or message may reach its prospect in a particular time frame

CDI
Category Development Index: Ratio of the sales of a product category to the population of a specific area

BDI
Brand Development Index: Percentage of a brand's sales in a particular area in relation to the percentage of the country's population in that area
Eg.: If a brand has 10 percent of sales, in an area where the 20 percent of country's people live then its BDI in that area is 50 (10 x 100 20). BDI indicates where significant groups of a brand's customers live and helps direct marketing efforts

Average Frequency/OTS
The average number of times the target audience was exposed to the campaign

Media weight
The product of reach and frequency is known as GRPs. Gross Rating Point : This is the sum of all TVRs of programmes, running in a particular channel.
Suppose, Zee Bangla runs two programmes : Subarnolata & Keya Patar Nouka The TVR of Subarnolata is 1.5 & that of Keya Pata is 2.5. Then the GRP is 4.0 for Zee Bangla

GRP is a measure of the media weight delivered by a media plan

CPRP
CPRP is the abbreviated term for Cost Per Rating Point.
(aka. CPR Cost Per Rating, CPP Cost Per Point)

This is used in TV. This the cost of every rating point of a programme Cost Per Rating is a method of comparing different media forms by relating costs of advertising units to audience ratings

Eg.: An ad has been run in a show with a cost of Rs. 1,00,000 & the show TVR is 5.0 Then CPRP: 1,00,000/5 = 20,000

CPM
Cost Per Mille: This is used for digital business, This is also called "Cost Per Thousand impressions (CPT), is where advertisers pay for exposure of their message to a specific audience. "Per mille" means per thousand impressions, or loads of an advertisement
EG.: The cost of running an ad in a particular website is Rs. X. The total
impression on this website during the campaign period is Y.

CPM

: (Rs. X/ Y) *1000

CPT (Print) : (Cost of Ad/ Readership IRS Figures) * 1000 Mille Rate (Print) : (Cost of Ad/ Circulation ABC Figures) * 1000

Media Research

SEC Classification - Urban

SEC Classification - Rural

Calculation of TRP - The Peoplemeter Method

Universe Programme Duration Viewership of BV Viewer A B C D E F G H I J : 10 people (A,B,C,D,E,F,G,H,I,J) : Balika Vadhu telecast at 8.00 - 9.30 pm : 30 minutes Start TimeEnd Time 8:30 DNW DNW 8:46 DNW 8:30 DNW DNW DNW 8:33 Minutes Watched 8:40 8:50 8:35 8:58

10 4 5 25

Calculation of TRP - The Peoplemeter Method

TRP of BV :
10 + 4 + 5 + 25

30

30
10

30

30

x 100 = 15

The corresponding TRP under Diary Method : (4/10)x100 = 40

Success of Marketing is Understanding that Every Man has Two Personalities One, what he is Another, what he wants/ aspires to be!

Media & Advertising

ABHISHEK BHATTACHARYA