Strategic Media Planning and Buying : Integration of Traditional and Digital Media

This book explores media planning, media buying and the advertising landscape in India. It provides a comprehensive look into the essential aspects of media strategies for brands and businesses to effectively reach their intended audiences and consumers. The book cuts through and demystifies complex media jargon and theories to provide an understanding of the key concepts for developing a media mix that will yield results for businesses. It discusses media research and theories and offers marketers suggestions on how to use both traditional and digital media effectively to build brands. The first section of the book introduces the basics of media theory, including data collection methodologies and their application. The second section covers the fundamentals of planning a media strategy and advertising plans and campaigns based on the goals of the company or brand. The third section discusses the practical nuances of planning – like media mix selections, media vehicle selections and media buying across all types of media. This book will be of interest to students and researchers of business and management studies, media and communication studies as well as to marketing and media professionals working in different sectors of business. Cover Half Title Title Page Copyright Page Dedication Table of Contents List of Figures List of Tables Foreword Preface Acknowledgements Chapter 1: Basic Concepts Humans and Memory Memory Formation and Traces Types of Learning How to Lay Down a Memory Human Memory Is Fallible Put the Human First What Is Media Planning? The Evolution of Media Planning The Evolution of the Media Planning Agency in India The Sequence of Events in the Media Process Media Consumer Interface Basic Concepts Used in Media Planning Reach Cumulative Reach Frequency Gross Rating Points (GRPs) The Significance of GRPs GRP as a Summation of TVRs GRP as the Product of Plan Reach and Frequency Duplication Audience Accumulation Chapter Summary Further Reading Chapter 2: Media Research Need for Research What Kind of Research Is Available and Used in India? Key Research Terms Socio-Economic Classification (SEC) SEC Classification Grid New Consumer Classification System (NCCS) Chief Wage Earner (CWE) Urban and Rural Household Householder Literates Socio-Cultural Regions Overview of Media Research in India Print Research in India Indian Readership Survey Sampling IRS Sample Size and Methodology Geographical Areas Covered and Reported by IRS How Is the Data Collected? Information Areas Covered by the IRS Uses of IRS TV Research in India Establishment Survey Currency Panel Homes Data Capture Data Processing Data Reporting Uses of TV Research Data Digital Research in India Comscore Data Capture At the Panel Level Site-Centric Measurement Arriving at Audience Estimates Some Key Terminologies Data Reporting Client-Focused Dictionary Google Analytics Google Analytics Reports Uses of Digital Research Radio Research in India Radio Audience Measurement (RAM) Data Provided by RAM Radio Listenership Data Captured by Indian Readership Survey (IRS) Cinema Research in India Audit Bureau of Circulation (ABC) TAM TV Adex Print Adex Digital Adex Radio Adex Uses of Adex The Way Forward on Media Research Chapter Summary Print Research in India TV Research in India Digital Research in India Radio Research in India Cinema Research in India Audit Bureau of Circulation (ABC) TAM Adex The Way Forward on Media Research Further Reading Chapter 3: Effective Frequency and Effective Reach What Is Effective Frequency? Factors that Influence the Effective Frequency Level Marketing Factors Creative Factors Media Factors What Is Effective Reach? History behind Effective Frequency How Does One Arrive at an Effective Frequency Number? How Do We Find Effective Reach? How Is Effective Reach Different from Ordinary Reach? But What Was the Debate around Effective Frequency? Proceedings of the Advertising Research Foundation Seminar, New York, November 1994 The Aftermath of Effective Frequency Research Day What Is STAS? The Recency Theory Implications on Planning But How Much Is Too Much? The Issue of Frequency Capping Chapter Summary Further Reading Chapter 4: Marketing Strategy and Media Market Situation Consumer Understanding Understanding the Brand Understanding the Competitive Environment Chapter Summary Further Reading Chapter 5: Media Strategy Planning Decisions – Who Is the Target Audience? The Need for Defining an Audience Identifying and Defining an Audience Based on the Experience of the Marketer Based on Product Usage Norms Based on Category Penetration Levels Depending Upon the Campaign/Marketing Objectives of the Brand Buying Decision Process Targeting Consumers Who Account for a Large Part of the Consumption Based on Purchase Intentions and Purchase Behaviour Targeting based on Consumer Responsiveness to Advertising Behavioural Targeting Targeting based on Geodemographics What Are Psychographics? Target Group Index (TGI) Kind of Information Available through TGI Applications of TGI Data An Example of Using Psychographics to Segment Audiences: Segmenting the Hair Oil Market Background Objective of the Exercise Methodology New Thinking on Defining Audiences Conclusion and the Way Forward Chapter Summary Further Reading Chapter 6: Media Strategy Planning Decisions – Where?: Identifying Geographic Markets and Prioritizing Them Brand Development Index (BDI) Category Development Index (CDI) Weighted BDI and CDI Identifying Markets Based on Product Usage Data Identifying Markets Based on Sales Contribution Identifying Markets Based on Sales Growth Identifying Markets Based on Market Shares Identifying Markets Based on Category and Brand Contribution Identifying Markets Based on Brand Market Share and Brand Sales Contribution The Need for Market Prioritization The Use of Index Numbers in Market Prioritization Data that Could Be Used for Market Planning and Prioritization RK Swamy Guide to Market Planning NCAER Reports Centre for Monitoring Indian Economy (CMIE) Market Skyline Data from Indicus Analytics Nielsen Retail Measurement Chapter Summary Further Reading Chapter 7: Media Strategy Planning Decisions – When to Advertise? Types of Scheduling Patterns Continuity Flighting Pulsing Scheduling Patterns Followed by Different Categories International Research Experiments on Scheduling Chapter Summary Types of Scheduling Patterns Further Reading Chapter 8: Dimensions of Media Strategy – How Much? Geographic Weighting Allocating Budgets for Different Markets Allocating GRPs for Different Markets Competitive Benchmarking Category Spending Trends Category Scheduling Pattern Market-wise Spending Skews of the Category Portfolio Skew Absolute Spend, Share of Spends, and Growth Pattern Brandwise Scheduling Pattern Brand Spend Skews across Markets Genre Mix Daypart Usage Size/Duration Analysis Share of Voice Effective Frequency Approach Stage 1: Marketing and Campaign Context Stage 2: Estimating Effective Frequency Ostrow's Model Stage 3: Estimate Optimum Reach at the EF Level Recency Approach Implications on Planning When to Emphasize Reach? How Does One Set the Reach Levels? When to Emphasize Frequency? How Does One Set Frequency Levels? Some Thumb Rules for Focusing on Frequency and Reach Chapter Summary Key Techniques of Media Weight Setting Setting Reach Thresholds Setting Frequency Thresholds Further Reading Chapter 9: Principles of Strategy Planning Whom to Target? What about Reach and Frequency? How Should One Look at Budget Allocations, and What Kind of Media Will Deliver Results? Does SOV Matter in a New Era? What's the Importance of Context? The Rise of Content Marketing So How Does One Go about Content Marketing? Types of Content And What about a Cookie-less World? Planning in an Altered Digital Landscape: An Alternate Point of View Chapter Summary Further Reading Chapter 10: Media Mix Selections What Is a Media Mix? Why Do We Need a Media Mix? Major Types of Media Television Print Radio Digital Out of Home (OOH) Cinema Key Factors Kept in Mind while Selecting a Media Mix How Does One Look at Media Integration? Chapter Summary Further Reading Chapter 11: Vehicle Selection I – Traditional Media Television Planning Genre/Channel Selection Programme/Daypart Selection Plan Optimization Dealing with Sponsorships Dailies Planning Radio Planning OOH Planning Options in OOH Current Tools and Techniques Used in OOH Planning Categories that Use OOH Chapter Summary Further Reading Chapter 12: Vehicle Selection II – Digital Media Digital Planning Planning on Google Step 1: Defining a Campaign Objective Step 2: Choose a Campaign Type Search Campaigns Display Campaigns Video Campaigns Shopping Campaigns App Campaigns Local Campaigns Smart Campaigns Step 3: Set a Campaign Budget Step 4: Choose Your Bidding Step 5: Add Extensions to Your Ads Step 6: Create Ad Groups Step 7: Select Your Targeting Step 8: Set Up Conversions Planning for Social through Facebook Planning for Programmatic Planning for Branded Content and Partnerships on Digital Chapter Summary Further Reading Chapter 13: Media Buying The Media The Advertisers The Agency Initial Pre-Buy Analysis Demand Supply Equation Category Competitive Considerations Other Factors Delivering Value to the Brand Understanding the Economics of Media The White Collar Model The Home-Grown Model Evaluating TV Deals Evaluating Big Format Properties on TV Evaluating Print Deals Evaluating Radio Deals Evaluating Outdoor Deals Internet Buying on Search Buying on Social Buying on Programmatic Evaluating Value-Adds Chapter Summary The Media The Advertisers The Agency Further Reading Chapter 14: Media Marketing Changes in Media and Entertainment Dispersion and Consumption Changes in Media Planning Changes in Media Buying Changes in Media Research Chapter Summary Further Reading Chapter 15: Advertising Budget Setting Different Methods of Setting Budgets Advertising to Sales (A:S) Advertising to Margin (A:M) Per Unit Allowance Other Allowances Inertia Media Inflation Multiplier Competitive Considerations Task/Objective Method Affordable Share of Voice–Share of Market Modelling Experimenting Critical Inputs Chapter Summary Further Reading Chapter 16: Media Briefing Information That a Brief Should Have Business and Marketing Objectives Set Expectations Set Measurable Deliverables Timing Budget Market Situation and Competitive Scenario Consumption Patterns Target Audience What's the Change Required? Branding/Communication Idea Creative Formats/Campaign Type Markets Available Research Chapter Summary Chapter 17: Organizational Structures in Media TV Media Organizations Print Media Organizations Editorial Department Advertising Department Brand/Marketing Department Circulation Department Production Department IT Department Finance Department Legal Department Scheduling Department Human Resources Department Stores Department Administrative Department Internet Media Organizations Radio Organizations Programming Marketing Brand Communication and PR Digital Media Sales Other Support Departments OOH Organizations Media Agencies Digital Agencies Chapter Summary Further Reading Index