MEDIA MIX
After understanding the various aspects of each media separately and the advantages and the limitations of each, we can conclude that no single media would be able to reach the target population individually.
The advertisers need to prepare an extensive media mix in order to accomplish their objective of maximum reach and frequency. Considering the advertising company’s marketing objectives will arrive this at, its target market, media characteristics, and it’s matching with the target market. Also, the overall advertising budget does influence the nature of such a mix, in addition to t he available gross audience.
The primary need for a combination of media naturally arises from the necessity to reach more people in more ways than any single medium can encompass. There are few other needs too.
- The need for getting the campaign message over to different types of public, such as professional people as well as consumers, or retail traders as well as both.
- The combination of a short term and a long term element in the campaign’s objective, which cannot be satisfied within the limits of a single medium; e.g., the need for building up the product’s reputation while giving reminder at point-of-sale.
- The superimposition of a piece of marketing news, such as a new size or a special pack, on top of a steady long-term development of the brand image.
- The combination of a need for detailed and perhaps technical specifications with a more superficial appeal to a much wider market.
- The different attitudes which different sections of the population bring to the choosing of a given product, and the consequent need to catch each section in the appropriate mood.
- Competitive circumstances which necessitate a strong temporary impact superimposed on the steady long-term effort.
- Differences of buying psychology at different times of the year, e.g., holiday seasons compared with normal seasons.
CONCLUSION
The importance of media can not be underestimated when considering planned communications. Each of the main classes and types of media that are available to advertisers have their own strengths and weaknesses. In addition, each media type has its own properties that are important to each situation faced by individual advertisers. Hence each selection and deployment should be based on a contingency approach.
The general media are facing increased competition from the technology driven media. This has resulted in the fragmentation of the market and increased choice for advertisers in order to customize messages for particular, precise and well defined target markets.
MEDIA PLAN - CONCEPTS
GENERAL
Ø Cost per thousand: It is the cost to reach 1,000 things, whether households or women or children. CPT reduces a variety of different audiences, costs and delivery to one common denominator. Always ask “Cost per thousand what?”
COST PER THOUSAND (CPM) = Cost Per Spot
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Number HH Watching ÷ 1000
If a television spot costs Rs.30,00,000 and reaches 3 lac homes, the cost per thousand homes is Rs. 1000(Rs.30,00,000 divided by 3,00,000)
The CPT allows cross comparison across different media types and media vehicles.
Ø Impression: They represent the total number of messages delivered by a media plan, whatever the media used-the number of people who see a message multiplied by the number of times they see it. The gross sum of all media exposures (numbers of people/homes) without regard to duplication.
Ø Frequency: frequency refers to the number of times the member of the target audience is exposed to a media vehicle.
Factors determining the need for frequency
• Complex messages need more frequency
• More demanding advertising objectives need more frequency
• Highly effective advertising generally requires lower frequency
• When theory calls for exposure close to the purchase, higher frequency is needed
Ø Reach: reach refers to the percentage of target audience who are exposed to the message at least once during the relevant time period. If your media plan gets to four out of five homes, it is said to have an 80% reach.
Media Reach In Metros
| | All Media | Press | TV | Cable and Satellite(C&S) | Radio |
| 4 mega metros | 93.8 | 67.2 | 85.6 | 35.2 | 30.1 |
| 8 Mini metros | 93.2 | 67.6 | 85.1 | 32.6 | 18.5 |
| 11 Other metros | 91.9 | 67.6 | 81.8 | 37.7 | 20.4 |
| 23 Metros (overall) | 93.3 | 67.4 | 93.3 | 34.8 | 24.9 |
Overall Media Reach
| | TV | Press | TV (C&S) | Radio |
| All | 45 | 34 | 21 | 12 |
| Urban | 76 | 59 | 23 | 31 |
| Rural | 33 | 24 | 20 | 05 |
Ø Coverage: it is a term often used for reach, however should not be confused with reach. Coverage refers to the size of a potential audience that might be exposed to a particular media vehicle. For media planers, coverage (the size of the target audience) is very important. Reach will always be lower than coverage., as it is impossible to reach 100% of the target audience.
For example, the size of the target audience may be 5 lakhs and the numbers of individuals who actually see the advertisement are 3.5 lakhs. Then in this case5 lakhs is the coverage and 3.5 lakhs is the reach of the media vehicle.
Ø Impact: impacts refer more to TV than to the press.
Impact =the total number of people who see the ad multiplied by the number of times they saw it.
Ø
Two Philosophies of Media Planning
• Both assume a fixed budget, with a forced trade-off between reach and frequency.
•Traditional philosophy is to determine frequency needs, and let that drive reach.Current movement is toward maximizing reach and frequency.
PRINT
Ø Circulation: The number of distributed copies of a publication .
Ø Primary audience: The number of users who get a magazine at a newsstand or in the mail as subscribers.
Ø Secondary audience (Pass-along readers): Readers who obtain the publication second hand, (i.e. from a reception room, from a friend/neighbor, etc.) in other words those who do not pay for the publication they are reading.
Ø Total audience: It is the total o primary as well as secondary audiences.
Ø Coverage: The percentage of a population group reached by a publication.
Ø Readership: Total number of individuals in a selected group (e.g., adults, males, females 18-34) that are estimated to recognize, or to have read or looked into a particular publication within an issues life cycle. The technical definition varies, depending on the method used to measure it. However it is measured, readership is a more useful tool for advertisers than is circulation.
Ø Television Rating Points:
These points were introduced in 1986 to assess the viewer ship of DD programmes by IMRB. The TRP survey is conducted in nine key metropolitan cities of
The panel consists of 3214 adult members. Earlier each panel member recorded the viewer ship of different TV programmes in the diary specially given to him. The data then analyzed.
The panel has two groups: Primary audience from TV owning household and secondary audience from non-TV owning households but who watch TV at least once a week. Programme’s rating point is the percentage of panel members who viewed those programmes. One TRP is equal to one percent of TV audience.
To illustrate, if Ramayana gets 75 TRPs it means 75% panel members watched Ramayana during that week. TRP Weekly Reports provide data on the weekly viewer ship city wise for different programmes. The data are broken down for both the primary audience and the total audience (primary audience plus secondary audience). TRP Monthly Reports give data of frequency of viewing, overlapping of viewership amongst programmes, cumulative reach for different episodes of the same programme. They also give viewer’s profit. TRP reports are a good help for media planners. DD has started publishing weekly TRPs of its programmes. Feedback on viewership data is still not adequate. TRP is not representative enough
This diary based system reports on the Quarter Hour ratings for Cable and, Satellite TV channels as well as the state owned terrestrial network.
Currently, IMRB is in the process of phasing out this diary system by gradually launching its People Meter based TRP People Meter System. The TRP PeopleMeter System is currently operational in four major metros and is being extended to report on viewership at an All India level with a sample of 5,500 metered homes.
Ø TRP Constant Watch System
The country's only electronic TV audit system currently monitors the advertising and programming appearing on 10 key channels. This system records the precise start and end times for each programme and commercial appearing on these channels. The commercial information is further classified by product category, brand and variant, execution and main message. Similarly, the programming information is also supplemented by programme type, language of programme and main/repeat telecast.
In order to understand the calculation of the Rating it is necessary to understand a few terms:
Ø Television households (TVHH):
With households as the focus of most television ratings, this term was developed to express the number of households which have a television set in them.
The TVHH does not take into account whether the television set is being used. It is simply a hard count of households which contain a TV set and thus have the potential to watch television at all. This is, in effect, the population of TV households in a market (for local ratings) or the nation (for national ratings).
Ø Households using television (HUT):
The number of households using television at a given time. HUT measures the number of households with their televisions on at this moment, regardless of who's watching.This varies by the time of day, the day of the week, the season of the year, and the area of the country.
Television viewing goes up in the evening, and in the winter, raising the potential audience (and cost) for your commercial.
Ø Rating:
It measures the number of households tuned into a particular program, as a percentage of the total households which exist in the local market (local ratings) or in the nation (national ratings).
The Nielsen Television Index (NTI) is an example of a rating point index for national televisions. The Nielsen Station Index (NSI) is an example of a rating point index for local television ratings. Whatever the name, the formula is as follows:
RATING = Households Viewing Program × 100
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TVHH
- Example #1: If there are 250,000 television households in the city of
- Example #2: The same rating in different markets makes a substantial difference in the audience delivered to an advertiser. All of the following ratings are the same, but the number of households delivered varies dramatically:
| Market | TVHH | Rating | Number of Homes |
| Mumbai | 6,000,000 | 5 | 300,000 |
| Chennai | 1,300,000 | 5 | 65,000 |
| Tamil nadu | 381,200 | 5 | 19,060 |
Total target market
Target Rating Points = Total target market exposures
Target market population
Ø Gross Rating Points: This is the sum of rating points for a selected group of programs which an advertiser may wish to sponsor. The following schedule would give the advertiser exactly 14 "points" at a cost of 250,000
| Program Rating | Points | Cost Per Spot (in ‘000s) |
| Program A | 3.4 | 40.00 |
| Program B | 5.8 | 150.00 |
| Program C | 4.8 | 60.00 |
| Gross Totals: | 14.0 | 250.00 |
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