an insight into the media planning p[rocess of the ad agencies

1. Media Planning A game of darts ?

2. What is Media Planning?

3. Defining Media Planning Media Planning consists of a series of decisions made to answer the question for advertisers : `What is the best means of delivering advertisements to prospective purchasers of my brand or service ?’

4. Media Planning – The process QUESTIONS ANSWERS Who are we talking to ? : Target audience Where are these people ? : Markets How many people to reach ? : Reach How many times ? : Avg Frequency/ Avg OTS Which media ? : Media selection Which vehicles ? : Vehicle selection Which months & what time of the day? : Scheduling

5. Terms used in Planning

10. Consumer personalities Scientists/artists creative squiggles Secretaries/nurses Good interpersonal & peace Circles New employees & collage students State of transition, unpredictable Rectangles Politicians /executives Self assured respected Triangles Accounts,computer programmers Neat,organised structured Boxes Example Characteristics Shape

12. The SEC grid – Urban India

13. Socio Economic Classification - Rural

15. Television Rating Definition : The percentage of the target audience who saw the programme & thus the commercial 1 rating point = 1% of the target audience Formula : Audience who saw ÷ Defined Universe (x 100) In Practice: 18-40 yrs Women watching Friends - 1,110,000 18-40 yrs Universe of women - 2,750,000 Television Rating for FRIEND - 40%

16. Gross Rating Points (GRP’s) Definition : The sum of all ratings ( TVR`s) achieved in a campaign In Practice : Our commercial appeared in the following programmes - Programme Rating Jassi Jaisi 32% Kyuki Saas 21% Who Dares Wins 18% News at 9:00 24% India Vs Pak 15% 110% - 110 GRPs achieved (or 110% of defined universe)

18. Reach Formula Reach= Audience reached at least once X 100 Total Target Audience Universe

20. Average Frequency/Average OTS Definition : The number of times, on average, the audience reached sees the commercial during a given period. Measure of repetition indicating to what extent audience members were exposed to the same vehicle or group of vehicles. OTS : Opportunities to see

21. Average Frequency/Average OTS Formula : Average Frequency = Total GRPs ÷ % Reach OR GRPs = Reach x Average Frequency In Practice: 110 GRPs ÷ 63 Reach = 1.75 Average Frequency Therefore, 63% of the target audience will see the commercial on average 1.75 times during the given period.

24. Circulation Vs Readership