Media Training

Summary
! Media terminology
! Smart planning
! principles
! targeting
! which media?
! television planning
! effective frequency
! short copy lengths
! copy wear-out
 Media Terminology

Universe - Total number of people within a specified

segment of the population.

Target Audience - Specific segment of the population

which the campaign is aimed at.

Total population of Romania Target Audience

22,500,000 All 18-49 Urban
5,300,000
(23.5%)
 Media Terminology
Rating - Audience express as % of total audience.
GRPs (Gross Rating Points) -Sum of the ratings for TG all urban.
TRPs (Target Rating Points) -Sum of the ratings for TG Telemobil.
Programme TRPs GRPs
EUROVISION 2004/Romania1 9 12
“Vacanta Mare”/ProTV 12 11
Local Kombat /ProTV 8 7
Observator 22:00/Antena1 6 6
35 36
 Media Terminology
Affinity index - shows on which programs/stations/periods
there is a higher concentration of the TG under examination.

All 18-49 Urban target

Programme vs. All urban
EUROVISION 2004/Romania1 75
“Vacanta Mare”/ProTV 109
Local Kombat /ProTV 114
Observator 22:00/Antena1 100

Formula: TRPs/GRPs * 100 = Affinity index

 Media Terminology
CPP (Cost Per Point) - Cost of one GRP.
CPM/CPT (Cost Per Mil.) - Cost of reaching one thousand
of your target audience.

Target Audience : All 18-49, urban

Universe (000) : 5,300

Program RC (30") All 18-49 Urban CPP CPM

EURO % '000 EURO EURO
Eurovision 7,000 9 477 777.78 14.68
Vacanta Mare 6,000 12 636 500.00 9.43
Local Kombat 6,000 8 424 750.00 14.15
Observator 22:00 2,400 6 318 400.00 7.55
TOTAL 21,400 35 1,855 611.43 11.54
Formula: RC / Rating(%) = 7,000/9 = 777.78 EURO= CPP
RC / Rating (‘000) = 7,000/477 = 14.68 EURO = CPM
 Media Terminology
Reach/Coverage - % target audience who have seen the ad at least once during the campaign.

Frequency/OTS (Opportunities To See) - Average number of times the target audience see the
ad during the campaign (Average Frequency = GRPs/Reach).

Share of Audience (SHR %) - It is the proportion of average audience of a channel/program in

percentage contrasted with the audience of total television in percentage (SHR = Rating
(‘000) / Total Viewership on the selected time slot).

Target Audience : All 18-49, urban

Universe (000) : 5,300

Program All 18-49 Urban Avg.

Rating (%) Reach (%) Share (%) Frequency
Eurovision 9 26 32 0.35
Vacanta Mare 12 25 31 0.48
Local Kombat 8 24 29 0.33
Observator 22:00 6 12 16 0.50
* TOTAL 35 29 1.21
 Campaign Frequency Distribution
All 18-49 Urban target : 2,000 TRPs
Coverage : 92.5%
OTS : 23

Cover at exact frequency Coverage at cumulated frequency

(non-cumulated)-1,2,3….99 (1+,2+,3+,4+,5+)
5
95
4.5

4 90
3.5

3
85

2.5
80
2

1.5 75
1

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70
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 Keys To Smart Media Planning
Key Issue

! Portfolio management

Key Questions
! What are the most important brand goals?
! What are the priorities?
! Who are we trying to influence?
! What do we want them to do?

Key Tasks
! Hit the right people, with the right advertising, at the right
time, in the right place, at the right price

SIMPLE TO SAY, HARDER TO DO

 Smart Media Planning Principles

! Better to do one variant properly, than many

inadequately.

! Better to hit fewer people properly, than more people

inadequately.

! Better to use one medium properly, than many

inadequately.
 Smart Media Planning Guidelines
! Points to cover when devising media strategy:
– Achievement goals
– Target audience definition
– Creative/”what we are saying”
– Choice of medium
– Media use
! effective frequency

! coverage

! clutter

! competitive environment

! GRP levels

– Copy wear out

– Timelengths
– Seasonality
 Target Audience
Task of media
Transform the marketing target group into an applicable
and useable media target group.

Definition-possibilities/ factors of influence

Demographics
Psycho-graphics
Brand/product usage
Lifestyle

Research Sources
Client market research
Market media surveys
Lifestyle analysis
 Marketing Media Target Group
Analyze user group from consumer research

Define demographic criteria

Compare users to base to get index v population

Select criteria with high index and high volume

Take into account limitations in research capabilities

 Media Decision Process
WHICH MEDIUM?

TELEVISION OUTDOOR PRINT RADIO

which stations? which cities? which titles? which stations?

which days? which size? which editions? which days?

which time? what weight? which position? which time?

which prog? what position? which prog?

which blocks? which blocks?

 Which media?- Smart Questions

! What is the brand trying to achieve?

! launch, increase trial, increase market share

! What does the advertising content and how does it say it?
! change attitudes, emotional/rational, simple/complex

! What are the strengths & weaknesses of each medium?

! Have I done a good enough job on the primary medium

before recommending a second or third?
 Television

Strengths Weaknesses

Most powerful communicator High cost of entry

Visual+sound+movement Limited regionality
Emotional Expensive production
cost
Reach mass audience quickly
Cost effective v broad audience

Proven sales generator

 Outdoor

Strengths Weaknesses

Bold, impactful, spectacular Hard to target

Can buy by region Brief message only
More and more formats Accountability
difficult
Reach mass audience High cost
Builds branding/awareness

Powerful for short messages

 Press

Strengths Weaknesses

Ability to target: Passive reception of ads.

(by demographic and regionally) (average noting is 2 sec.)
Rational & emotional Slow burn (reach and effect)
Credible
Editorial environment

Effective for specific audiences and specific messages

 Radio

Strengths Weaknesses

Immediate One dimensional

Informative Passive listening
Specific audiences Low recall (vs TV)
Low production costs Need high frequency
Cost effective
Can buy by region

Good call to action!

 Cinema

Strengths Weaknesses

Visual+sound+movement Relatively low audiences

+Captive audience Very targeted to young
Emphasis on young people Little audience
measurement
High advertising recall Expensive production
costs

Target the young with IMPACT!

 Which media?- check list
TV Outdoor Press Radio Cinema
Powerful
Emotional
Image
Information
Coverage
Niche
Regional
Total Cost
CPM
 Which media?- Cover vs. Cost
High CPM
Cinema

Press

Low Cover High Cover

Television

Radio Outdoor
Low CPM
 Which media?- Emotional vs. Detail
Emotional
Creative

Television Radio
Detailed Message Simple Message
Cinema
Outdoor

Press
Rational
Creative
 Which media?

! Compare demographic profile

Sex
Age
Education The most effective
media for the TG
Income

! Compare coverage&costs
 Smart Observations- Use of Non TV
! Real issue is multi-media campaigns- TV +
! “road block” their media consumption
! creative development, diversity and refreshment

! But...

! Only small increases in coverage

! Diversity vs dilution?

! Awareness benefits - yes. Sales?

! Have we explored creativity on TV properly yet?

 Television Planning

Timing of campaign
! Influencing Factors

! Seasonality

! Promotions/initiatives

! Competitive activity

! Cost and effectiveness of media

 Different Buying Strategies

J F M A M J J A S O N D
Continuity

Waving

Pulsing

Flighting
 What Is The Right Media Weight?
The Ingredients
Consumer attitudes

Creative impact Proposition

Status
of
Brand
Direct Competitive
Recent support
Environment

Media Clutter
Cover Build At Selected Frequency Levels
100

90

80

70

60

50

40

30

20

10

0
100 200 300 400 500 600 700 800 900 1000

1+ 2+ 3+ 4+ 5+

Source: CSOP
 Effective OTS for different
communication tasks
Introduce new category/product concept Higher OTS
Change previous values, associations
Introduce new product
Line extension
Event, promotion Median OTS
Comparison with competition
Evolved message values or associations
Basic message values or associations
Brand identification Lower OTS
Teaser
 Example GRP Weights Per Burst
To achieve at least 50% coverage at effective frequency levels

Maintenance
Frequency/GRP Guideline
Low Clutter Medium Clutter High Clutter
Frequency 2+ 3+ 4+
GRP 200 350 500

Launch/Relaunch/Innovation
Frequency/GRP Guildeline
Low Clutter Medium Clutter High Clutter
Frequency 4+ 5+ 6+
GRP 500 600 750
 Choose the programs

! Input
! Qualitative data - Life style and attitudes
!Quantitative indicators - Rch, Rtg, Shr, Aff vs.
buying target, Telappeal (measure of fidelity), OTS
! Output
!The TG will be reached at the effective frequency
in the right moment and this can be observed in
sales

Source: CSOP
 TV Spot Cost Index

10" 15" 20" 30" 35" 40" 45" 60"

Poland 33 50 67 100 117 134 150 200
Czech 50 75 85 100 117 140 165 200
Bulgaria 35 71 86 100 131 150 164 191
Romania 50 70 80 100 120 150 170 200

What are the benefits / disadvantages for various

spot lengths in your market?
 Mix channels
Objective maximize Rch on TG
Antena 1 Pro TV Prima TV
GRP's (%) 37.1 58.6 4.3
RCH (%) 81.5

Pro TV Prima TV
GRP's (%) 81.9 18.1
RCH (%) 71.0

Antena 1 Pro TV
GRP's (%) 40 60
RCH (%) 74.8

Antena 1 Prima TV
GRP's (%) 87 13
RCH (%) 78.7

Higher Duplication between Pro TV and Antena1

Source: CSOP
 Smaller TV Formats?

More GRP’s and cover/OTS at lower cost

Plan 1 Plan 2
30” 15”

Gross Budget $ 60,000 60,000

GRPs 400 800
Reach 80% 89%
OTS 5.0 8.8

But... as effective as 30”?

 Cost and Recall of Various Formats
Example: Germany

Format Non-Prompted (Index) (Cost Index) Cost vs.

Recall Recall

46% (100) (100) 100

30"
41% (89) (67) 75
20"
39% (85) (50) 59
15"
33% (72) (33) 46
10"
Even after compensating for recall loss (but not effective resulting purchases),
smaller seem to be more economical .
 Is It Smart to Use Shorter Time Lengths?
! Recent studies show 15” commercials are less effective than
originally thought (based on purchase data).

! Reasons?
– Not enough time to completely convey message
– Does not capture viewers’ attention
– 60% to 70% recall does not = 60% to 70% of purchases

! Quality of communication is the key consideration.

! Recommendation:
– use only when longer (30”+) message is established.
– Be aware of non-linear ratecard pricing.
 Copy “Wear Out”
! An advertising and not just a media issue.

! Excessive repetition (frequency) may impact negatively on

communication.

! Implement copy wear out “health check” for any ad

receiving:
! > 2,000 GRPs

! > 6 months on air continuous

 Summary

! Outsmart, don’t just outspend.

! Media is flexible- use it!

! Not always one “correct” route.

! Look for area to gain competitive advantage.

! Use data/learning Grey/MediaCom has

! Make suggestions!