Media selection & Measurement

Media Selection
• Where should we advertise?
• Which media vehicles?
• When during the year?
• Should we concentrate our advertising?
• How often should it run?
• What opportunities are there to integrate our
media planning with other Promotion or
Communication tools?

Relationship Between Trial, Awareness,
and the Exposure Function

• For e.g. in a product trial, this exposure could be
the level of brand awareness among the
audience.
• Suppose the rate of product trial increases with
the level of audience awareness, as shown in
diagram 1(a). If the advertiser seeks a trial rate of
T*, it will be necessary to achieve a brand
awareness level of A*.
• The next step is to determine how many
exposures of the message E*, will produce a level
of audience awareness of A*.
• The effect of exposures on audience awareness
depends on the exposures’ reach, frequency, and
impact:

• ‘What is ‘desired number of exposures’?
Reach

Reach
• Reach is the number of different individuals or
households exposed to a particular media
schedule during a specified time period.

Frequency

• Frequency (F): The number of times that an
average person or household is exposed to the
message within the specified time period.

Impact

• Impact (I): The qualitative value of an
exposure through a given medium (for e.g. a
clothing product ad in a fashion magazine
would have a higher impact than in Fortune
magazine)

Example
• advertising budget is Rs.10,00,000 and the
cost per 1,000 exposures of average quality is
Rs.5.
• Means It can buy 20,00,00,000 exposures
• If frequency is 10
• So, Reach would be 2,00,00,000

• The relationship between reach, frequency, and
impact is captured in the following concepts:
• Total number of exposures (E): This is the reach
time multiplied by the average frequency i.e. E =
R x F. It is also called the gross rating points
(GRP).
• If a media schedule reaches 80% of homes with
an average frequency of 3, then it has a media
schedule GRP of: 80 x 3 = 240.
• Weighted number of exposures (WE): This is the
product of the reach time, average frequency
time, and average impact i.e. WE= R x F x I.

• Reach is more important when launching new
products, brands, brand extensions,
infrequently purchased brands, or entering an
undefined target market.
• Frequency is more important where the
competition is strong, high consumer
resistance, or a frequent purchase cycle.

Media Mix……….???

Profile of Major Media Types
Medium Advantages Disadvantages
Newspapers
Flexibility; timeliness;
local; believability
Short life; small “pass-
along”; reproduction
Television
Multiple senses;
appealing; high attention;
high reach
High absolute cost;
clutter; fleeting exposure;
less audience selectivity
Direct Mail
Audience selectivity;
flexibility; personalized
Relatively high cost;
“junk mail” image
Radio
Mass use; high selectivity;
low cost
Single sense; passive;
fleeting exposure
Telephone
Many users, personal
touch
Relatively high cost
Magazines
High selectivity; high
quality; credibility and
prestige; long life
Long lead time; waste in
circulation

Medium Advantages Disadvantages
Outdoor
Flexibility; low cost;
high repeat exposure;
low competition
Low audience selectivity;
creative limitations
Yellow Pages
Excellent local coverage;
high believability; wide
reach; low cost
High competition; long
lead time; creative
limitations
Internet
High selectivity;
interactive possibilities;
low relative cost
Increasing clutter
Brochures
Flexibility, full control,
can dramatize messages
Overproduction could
lead to runaway costs
Newsletters
High selectivity, full
control, interactive
opportunities, low costs
Cost can run out of
control

Variables to select a media
Media planners select a media by considering the following
variables:
• Target audience media habits: Radio and television are
the most effective media for reaching teens, households.
• Product characteristics: Media types have different
potential for demonstration, visualization, explanation,
believability, and colour.
EX:Women’s clothing is best shown in colour magazines,
whereas high-tech products requiring dynamic
presentation such as digital cameras, printers, or cell
phones are best demonstrated on television.

• Message characteristics: Information and
timeliness will influence media choice.
– For ex: Autodrive, Photogrphy
• Cost: Television is expensive, whereas
newspaper advertising is relatively inexpensive.

Alternative Media options

Foster’s “How to Speak Australian” TV
Campaign

Folgers coffee ad
Ad Line:My City that Never sleep. Wake up Folgers

eBay Campign

Tata AIG Medical insurance Ad

Jaquar ad:

Out of Home advertising or Place
advertising
• Out-of-home advertising or place advertising is a
broad category including many creative and
unexpected forms of media to grab consumers’
attention.
• The idea is that it is easy to reach people where they
work, play, and shop. Some of the OOH options
include billboards, public spaces, product placement,
and point of purchase.

Orient Fans ad

Public Space
Source: freshplaza.com
Source: outerglow.blogspot.com
Source: informal.ro

Point of Purchase
• There are many ways to advertise at the point of
purchase (P-O-P). It includes ads on shopping carts,
cart straps, aisles, and shelves, as well as promotion
options such as demonstrations, live sampling, and
instant coupon machines.

Johnscliffe ad

MilkyBar ad:

Evaluating Alternative Media

Product Placement
• Product placement has expanded to TV shows
from movies. Now advertisers pay huge fees to
make their products cameo appearances in
movies and on television.
• There are two types:
– Active
– Passive

Passive Product Placement
– Product or signage is usually placed in the
background in some scenes or song
sequence of the movie.

From a Movie – A girl with a Dragon Tatoo

• Apple i-pad in Modern Family

Active Product Placement
– Product is actually used & talked by the film
star in the movie

• Ex:
– Koi Mil Gaya(video)
• Hero Honda
• Bournvita
– Krrish
• Star Plus as News Channel
– Taal,Yaaden
• Coke

Selecting Specific Media
• It is basically the process involved in
answering a client’s question :
“ What are the best means of reaching out
and communicating to the prospective
customers of my brand ?”

Selecting Specific Media
• In making the media choices, the planner must rely on
measurement services that provide estimates of audience
size, composition, and media cost. Audience size has several
possible measures:
– Circulation: The number of physical units carrying the
advertising
– Audience: The number of people exposed to the vehicle
– Effective audience: The number of people with target
audience characteristics exposed to the vehicle
– Effective ad-exposed audience: The number of people
with target audience characteristics who actually saw the
ad

Print

Readership & Circulation
• NRS - National Readership Survey
• IRS - Indian Readership Survey
• Product profiles - Data on product and
brand usage
• ABC (Audit Bureau of Circulation) -
Circulation figures

What is the difference between 'circulation' and
'readership'?
• 'Circulation' refers to unique, individual printed
copies actually sold, not just printed, by a
newspaper. These numbers are measured by the
ABC.
• 'Readership' refers to the number of people who
read a newspaper, irrespective of whether they
have bought it or not. Theoretically, therefore,
readership will always be higher than circulation.
Three members of your family, for instance, may
read today's single copy of TOI in your home.

Urban & Rural Classification
According to the Census of India 1991, the following
criteria were adopted for treating a place as urban :
1. All statutory towns, i.e., all places with a municipality,
corporation, cantonment board or notified town area
committee, etc.
2. All other places which satisfied the following criteria :
- A minimum population of 5000
- At least 75% of the male working population
engaged in non-agricultural pursuits, and
- A density of population of at least 400 per sq km

Urban & Rural Classification
3. Apart from these, the outgrowths of cities and
towns have also been treated as urban.
All areas not identified as Urban, are classified as
Rural

Claimed Readership :
No. of people who claim to have read a
publication with a frequency greater than zero

The National Readership Survey
Conducted by National Readership Studies Council
- Advertising Agencies Association of India
- Audit Bureau of Circulations
- Indian Newspaper Society
• NRS has been strictly an Urban survey
• 6 NRS studies have been conducted till date.
• From 1995, it was decided to make it a once in 2 years
survey
• From 1997 plans are to make NRS a 6-monthly
survey and would also cover rural areas like the IRS.

General Interest Magazines - English
All India Top 8 Metros
Index Index
Adult Popln 100 100
Exposed to Press 45 54
Expsd to Eng Mags 8 13
India Today 100 100
The Week 21 26
Sunday 16 19
Frontline 16 19
Outlook 9 22
India Today still the undisputed leader

Women’s Magazines - English
All India Top 8 Metros Women
Index Index Index
Adult Popln 100 100 100
Exposed to Press 45 54 32
Expsd to Eng Mags 8 13 5
Femina 100 100 100
Woman’s Era 80 81 94
Savvy 22 30 23
Society 18 23 14
Cosmopolitan 13 22 9
Femina & Women’s Era are way ahead of the others

Women’s Magazines - Hindi
All India Top 8 Metros Women
Index Index Index
Adult Popln 100 100 100
Exposed to Press 45 54 32
Expsd to Eng Mags 8 13 5
Grihashobha 100 100 100
Sarita 56 50 45
Grihalakshmi 39 38 36
Meri Saheli 38 28 39
Manorama 33 22 33
Grihashobha continues to lead

Ex:
• Media planners calculate the cost per 1,000
persons reached by a vehicle.
• If a full-page, ad in a weekly magazine costs
Rs.2,00,000 and the magazine’s estimated
readership is 30,00,000 people, the cost of
exposing the ad to 1,000 persons is
approximately Rs.67 [(200000/3000000) x 1000].
• The same ad in another weekly may cost
Rs.70,000 but reach only 9,70,000 persons at a
cost-per-thousand of Rs.72.

TV

Calculating TRP-The Diary Method
Suppose there are 150
HHs in Kanpur
30 people indicate in the diary that they watched DID
Therefore the TRP for DID : (30/150 )x100 = 20
100 people indicate that they watched the Sunday Hindi
Film
Therefore the TRP for Hindi Film : (100/150)x100 = 66.6

Calculation of TRP
- The Peoplemeter Method
Universe : 10 people (A,B,C,D,E,F,G,H,I,J)
Program : EK HAJARO MAI MERI BAHENA HAI telecast at 8.30 - 9.00 pm
Duration : 30 minutes
Viewership
Viewer Start Time End Time Minutes Watched
A 8:30 8:40 10
B DNW - -
C DNW - -
D 8:46 8:50 4
E DNW - -
F 8:30 8:35 5
G DNW - -
H DNW - -
I DNW - -
J 8:33 8:58 25

Calculating TRP Method:
TRP of EHMMBH :
10 4 5 25
+ + +
30 30 30 30 x 100 = 15
10
The corresponding TRP under Diary Method : (4/10)x100 = 40

Radio

Radio Audience Measurement
DIARY METHOD FOR RAM
• Around the world, the most common type of radio listening
diary runs for one week, and is filled in by one person.
• Usually there's one page opening for each day, with quarter-
hour units down the page, and one column for each station.
• When there aren't very many radio stations in the area being
surveyed - less than about 10 stations - the station name is
usually printed at the head of each column.
• To indicate listening to a station during most of one quarter
hour, the respondent just ticks box for one station (choosing
the appropriate column) on one quarter-hour (choosing the
appropriate row on the page).

• When there are many radio stations in the area, a common method
is to use a system that was first developed in Canada.
• Each diary comes with a set of stickers, and each sticker has a
station name on it.
• If it's a 7-day diary, there are 7 stickers for each station in the area.
When the interviewer is explaining the diary to the respondent, she
(the interviewer) asks him (the respondent) which radio stations he
normally listens to, finds the stickers for those stations, and sticks
them in the blank column headings for each day of the diary.
• The respondent is asked, if he listens to any other stations during
the week, to stick the sticker for that station at the head of a spare
column.

Media Timing and Allocation
• Macro-scheduling
– The macro-scheduling issue involves scheduling
the advertising in relationship to seasons and the
business cycle.
– Ex:
suppose 70% of a product’s sales occur between
June and September. The firm can vary its
advertising expenditures to follow the seasonal
pattern, to oppose the seasonal pattern, or to be
constant throughout the year.

• Micro-scheduling
– The micro-scheduling problem calls for allocating
advertising expenditures within a short period to
get the maximum benefit.
– For example:
• The firm decides to buy 30 radio spots in the month of
September.

• Buyer turnover which is the rate at which new
buyers enter the market (the higher this rate,
the more continuous the advertising should
be).
• Purchase frequency is the number of times
during the period that the average buyer buys
the product (the higher the purchase
frequency, the more continuous the
advertising should be).

• The forgetting rate is the rate at which the
buyer forgets the brand (the higher the
forgetting rate, the more continuous the
advertising should be).

• In launching a new product, the advertiser must
choose among continuity, concentration,
flighting, and pulsing.
– Continuity means exposures appear evenly
throughout a given period. This form of
advertising is used in expanding market situations,
with frequently purchased items, and in tightly
defined buyer categories.
– Ex: Salt, Soap, Detergent Powder etc.

– Concentration calls for spending all the
advertising money in a single period. This makes
sense for products with one selling season or
related holiday.
– Ex:During Festival & seasonal

– Flighting calls for advertising for a period,
followed by a period with no advertising, followed
by a second period of advertising activity. It is
useful when there is limited funding, the purchase
cycle is relatively infrequent, or items are
seasonal.
– Ex: Rasna

• Pulsing draws on the strength of continuous
advertising and flights to create a compromise
scheduling strategy. Those who favour pulsing think
that the audience will learn the message more
thoroughly, and at a lower cost to the firm.
• Ex: Pepsi, coke, Deodorants

Activity
• In an effort to market an online gaming site,
one tutu-wearing (a skirt worn as a costume in
a ballet performance) man leapt into an
Olympic pool at the 2004 Athens games. He
was convicted of various counts of trespassing
and creating a disturbance and was sentenced
to multiple months in a prison. Some divers
were apparently put off by the incident and
subsequently failed to complete their dives.

• What other media
could’ve been used to
effectively advertise
the same message?

• Thank you!!!

• The man, 31-year-old Rob Bensimhon of Montreal,
jumped off the pool's diving board strangely clad and
with an ad for an Internet casino stenciled on his chest.
• Bensimhon was subsequently sentenced to five
months in jail. While on trial, he denied having
performed the stunt for money, saying that he "didn't
think what he did was so serious." He claimed that he
had wanted to honor Greek marathon runner Spyros
Louis, who won the gold medal in the first modern
Olympics, held in 1896.

• After working with other industry circulation audit firms
throughout the past 13 years of my daily newspaper
career, it is refreshing to see CVC is so customer-friendly,
informative and supportive of the publications your
company audits."
• Jason Sethre
Fillmore County Journal
• If advertisers know what they're buying, it's a lot easier to
keep them satisfied, based on their expectations. The
audit lets the advertiser know exactly who the reader is,
and that's the most important thing."
• Rick Wamre
Advocate Publishing

• Find out examples of campaigns that failed
b’coz of lack of pre-launch research. what
went wrong in that cases?