MEDIA

PLANNING
4TH SEMESTER

QUESTIONS COVERED:
Content Generation online vs offline
Content Syndication
Effective Frequency & Effective Reach
Elaborate the media planning process
Explain in 1 or 2 Lines - Net Reach, Media Plan, TVR, Reach, Readership, Gross Reach,
GRP, effective frequency, effective reach
How media mix is different for different product categories, explain with respect to Cost and
Involvement
What are the elements in cost effectiveness
How media research is helpful for media decisions
How Product life cycle determine your media Brief - Short Note
Issues with Indian Media
What are the different influencers of media mix
Media Consultancy - Short note
Outdoor scheduling
What are the importance of media planning
Reach how its different by mediums
Reach Saturation analysis
What are the principles of for selecting media vehicles for a media campaign
SOV vs SOE
What are different consumer segments and how u target them through scheduling, with media
mix examples
what are the channel scheduling tactics
what are the content scheduling tactics for GEC
What are the core properties of Media brief
What are the different pattern of Scheduling
What are the different properties of media innovations
What are the elements in Media audits

BY: AHNAF RABBANI KHAN

What are the elements in outdoor advertising from scheduling perspective

What are the qualitative inputs in planning
What are various revenue models of ecommerce
What is the revenue model of news channels
What are the elements of selection or rejection of media properties

CONTENT GENERATION ONLINE VS OFFLINE

Content generation or content creation means creating some kind of media for other
people's consumption. So, for us freelance writers, this generally means creating textbased media for readers to consume. Since "content creation" and "content generation"
is generally referring to digital media, we're talking about web content here: articles,
lists and other kinds of text creation or generation.
People are continually searching for information, new things to read, and simple
entertainment. Various platforms are used for different types of content. The type
of content people searches for online differs greatly from the content they search for
offline. Knowing and understanding the differences between online content and offline
content are vital to the success of your website.
Online and offline content both require a specific topic or theme to hold the interest
of readers. Websites, blogs, journals, most magazines, and professionally published
books are centered on an area of interest, such as parenting, cognitive psychology, or
pop music news. Some offline content, such as you might find in newspapers, does
focus primarily on news that is pertinent to a particular area. However, newspapers
also contain other content, such as opinions and editorials, activities, and news for
areas outside of the geographic subscription range. Regardless of the form of the
content, it must have a theme in order to attract the attention of readers and maintain
an audience. In this aspect, online and offline content do not differ.
example: Educational content needs Subscription and so on:

CONTENT SYNDICATION

Content Syndication in Channel media means pushing the shows in various creative
style to the third party or get the third party content in the regional market to gain
more visibility
Indian television channels, hungrier than ever for revenues from a fragmented
advertising pie, are now looking at content syndication deals for those extra bucks.
Zee, Star and Sahara already have syndication deals in place in NRI-rich international
markets such as the US and UK. However, its the domestic syndication that hasnt
really caught on. Sensing this huge potential, many new entrants in the space, such as
Hindi general entertainment channel (GEC) NDTV Imagine, are betting big on
domestic syndication.
However, NDTV Imagines syndication is not just for television but also for other
formats such as home videos. Dubbed adaptation of Ramayana, the channels
weekday prime-time driver show, is being aired on Gemini TV in Andhra Pradesh.
Indian Channels are planning to use UTVs dubbing facility to reproduce the same
shows in other languages. Soon, India will be ready to do reverse syndication.
However, industry experts feel its too early to ascertain how much the syndication
would contribute to a channels revenues.
Content procurement
Other countries content procurement
Dubbed or remake
Content selling
Selling content to other channels
Dubbed or remake

EFFECTIVE REACH & EFFECTIVE FREQUENCY

Effective Reach
Reach: Is the term used to express the total percentage of a target audience who are
exposed to a commercial at least once throughout a campaign period. This figure
represents unduplicated audience exposure.
% of Target Audience who have been reached at least Effective Frequency number of
times
Example:

If 50% have been reached at least 5 times, then 50% is the Effective
Reach at 5+

Effective Frequency
Number of times an individual need to be exposed to a communication in a fixed time
frame for him to react in a desired way
Example:

Effective frequency of 5+ means reaching an individual at least 5 times

Frequency: Describes the average number of times that a person within the target
audience has had the opportunity to see an advertisement over the campaign period
Effective frequency: Is defined as the minimum number of times a communication
must be exposed to a viewer/potential consumer to positively impact on that
consumers buyer / purchasing behavior. When the concept was developed by Michael
Naples of Lever, it was interpreted as meaning that the effective frequency for any
product communication was 3 times.
1st time: Startle or provide the message that this communication has something to say
2nd time: Recognize communication
3rd time: Comfort, familiarity & acceptance

MEDIA PLANNING PROCESS

1. Marketing Objectives
2. Identification of Markets
3. Identification of TG
4. Communication Strategy
5. Analysis
6. Selection of Media Vehicles
7. Budgeting & Making plan
8. Communication material management
9. Plan on air
10.Tracking
11.Plan vs Post
12.Next burst

1. Marketing Objectives:
Before any Media Plan there is always an objective to be achieved on which the
planning and plotting is based.
Marketing objectives are the core component of any media plan, objectives defines
what has to be achieved and what are the key areas which have to be focus through the
campaign

2. Identification of Markets:
It is very Critical to have market analysis or environmental analysis. Complete review
of internal and external factors is required to be done. At this stage media planner try
to identify answers of the following questions:
What internal and external factors may influence the media plan?
Where and when to focus the advertising efforts?

3. Identification of TG:
The target audience can be classified in terms of age, sex, income, occupation, and
other variables. The classification of target audience helps media planner to
understand the media consumption habit, and accordingly choose the most appropriate
media or media mix.

4. Communication Strategy:
Creative Aspects - Creativity in ad campaigns decides the
success of the product, but to implement this creativity firm
must employ a media that supports such a strategy.
Flexibility - An effective media strategy requires a degree of
flexibility.
Reach - Reach refers to the number of people that will be exposed to to a media
vehicle at least once during a given period of time.
Frequency - Frequency refers to the average number of times an individual
within target audience is exposed to a media vehicle during a given period of
time.
Continuity - It refers to the pattern of advertisements in a media schedule.
Continuity alternatives are as follows:
Continuous: Strategy of running campaign evenly over a period of
time.
Pulsing: Strategy of running campaign steadily over a period of
time with intermittent increase in advertising at certain intervals, as
during festivals or special occasions like Olympics or World-Cup.
Discontinuous: Strategy of advertising heavily only at certain
intervals, and no advertising in the interim period, as in case of
seasonal products.
Cost - It refers to the cost of different media
Weight - Weight refers to total advertising required during a particular period.

5. Analysis:

 Collection of information: Media buying requires sufficient information

regarding nature of target audience, nature of target market, etc.
Negotiation: Price of media is negotiated to procure media at the lowest
possible price.
Issuing Ad - copy to media: Ad-copy is issued to the media for broadcast or
telecast
Monitoring performance of Media: Advertiser has to monitor whether the
telecast or broadcast of ad is done properly as decided.

6. Selection of Media Vehicles:

It covers two broad decisions - selection of media class, and selection of media vehicle
within media class.

7. Budgeting & making Plan:

In determining media strategy cost must be estimated and budget must be considered.

8. Communication material management:

communication

Use of different Platforms for

9. Plan on Air:
To Come up with a plan, finalizing what prime spots would be used for the
strategy and at what channels according to the budget allocated.

To Track down most appropriate options which can be used to achieve the
allocated reach and frequency within the focus target group, a media planner
can come up with alternate plans for the client if it is not suitable for the client

10. Tracking:
Evaluation is essential to assess the performance of any activity. Two factors are
important in evaluation of media plan:

 How successful were the strategies in achieving media objectives?

Was the media plan successful in accomplishing advertising objective?
11. Plan vs Post:
Comparing what has been planned with the actual scheduling activities

12. Next Burst:

Successful strategies help build confidence and serve as reference for developing
media strategies in future, and failure is thoroughly analyzed to avoid mistakes in
future.
EXPLAIN IN 1 OR 2 LINES - NET REACH, MEDIA PLAN, TVR, REACH,
READERSHIP, GROSS REACH, GRP, EFFECTIVE FREQUENCY,
EFFECTIVE REACH
1. Gross Reach:
Is expressed in numbers. Is mathematically equal to the number of spots / insertions
per vehicle multiplied by the reach in numbers of that particular vehicle. Hence this
may count each individual more than once
2. Net Reach:
Expressed in Numbers or %. Is equal to the total number of individuals reach.
Eliminates duplication
3. OTS: Opportunities to See:
Is actually a mathematical concept? Equals Gross Reach in numbers divided by Net
Reach Reach in numbers
OTS = Gross Reach (000s)
Net Reach (000s)
4. GRP:
Sum of TVRs for a particular plan. It is a measure of the media plans thrust
5. Media Plan:
An activity schedule by medium, by vehicle that is designed to meet a certain pre-set
objective. It shows the number of insertions, cost and schedule of spots / insertions
6. Viewership:

Reach of a particular TV Vehicle

% of Target Audience who view any particular TV Vehicle / Programmed
7. Readership:
Reach of a particular Press Vehicle
% of Target Audience who read any particular Press Vehicle
Can also be represented as number of Target Audience who read any particular Press
Vehicle

8. Primary vs Secondary Reach:

Primary Reach
% of Target Audience reached, who own, for example a TV
Secondary Reach
% of Target Audience reached, through, for example by TV, not owned by them
9. Effective Reach:
Reach: Is the term used to express the total percentage of a target audience who are
exposed to a commercial at least once throughout a campaign period. This figure
represents unduplicated audience exposure.
% of Target Audience who have been reached at least Effective Frequency number of
times
Example:

If 50% have been reached at least 5 times, then 50% is the Effective
Reach at 5+

10. Effective Frequency:

Number of times an individual need to be exposed to a communication in a fixed time
frame for him to react in a desired way
Example:

Effective frequency of 5+ means reaching an individual at least 5 times

Frequency: Describes the average number of times that a person within the target
audience has had the opportunity to see an advertisement over the campaign period

11. TVR:
TVR is a TV Rating point and it means a given percentage of a base population
watching a TV programmed where that base is defined as
1) a given target audience in 2) a given TV region or area.
Whats important here is that because we are talking percentages the bases from which
those percentages are taken can change, and this can mean huge differences in the
volumes of audience actually seeing an ad.
12. Reach:
Is the term used to express the total percentage of a target audience who are exposed to
a commercial at least once throughout a campaign period?
HOW MEDIA MIX IS DIFFERENT FOR DIFFERENT PRODUCT
CATEGORIES, EXPLAIN WITH RESPECT TO COST AND INVOLVEMENT

Product and category of the product influences media mix on a very high scale, as it is
very important to know what is the involvement and cost to be achieved. Whether the
involvement for the specific product is high or low, or the cost assigned is high or low,
because each factor has a different meaning,
Low Cost, Low Involvement: High Reach and Low Frequency
Low Cost, High Involvement: High Reach and Medium Frequency
High Cost, Low Involvement: We dont require to Advertise in this scenario
High Cost, High Involvement: High Reach and High Frequency

We dont require to
Advertise in this
scenario

High Reach and High

Frequency

High Reach and Low

Frequency

High Reach and

Medium Frequency

HIGH

C
O
S
T
LOW

LOW

INVOLVEMENT

HIGH

WHAT ARE THE ELEMENTS IN COST EFFECTIVENESS?

Low rates
More spots
More print insertions
More sponsorships
More value adds
Best rate than completion
Best SOV SOE than competition

HOW MEDIA RESEARCH IS HELPFUL FOR MEDIA DECISIONS

There are different types of media research which helps the planner for taking
decisions to attain the marketing objective

1. TV Research
Advertisements
channel
2. Print Research
3. Radio Research
4. Internet Key word research
5. Customized Research
Cluster Analysis
Statements Quality Research

1. TV Research
Advertisements:
GRP Projection
Break Research / Spot research
Channel Spots research
Celeb vs non celeb adds
Edit Duration
Market mapping
Trends
Relation between Reach & Frequency

 Duplication Channels
Advt testing

Channel:
Content Research
Show Stickiness & Segment duration
Lapsers Analysis
Duplication shows
Slot selling vs Spot selling
Light Medium and Heavy Analysis
Profiling / Channel Profile
Connectivity
Trends
Content test
Brand Track
Character India Loves
Movie analysis
Explained in PPT with graphs and Tables

SHOW STICKINESS

DUPLICATION OF SHOWS

DUPLICATION AMONG CONTENT

SLOT SELLING VS SPOT SELLING

LIGH MEDIUM HEAVY ANALYSIS

HOW PRODUCT LIFE CYCLE DETERMINE YOUR MEDIA BRIEF SHORT NOTE

Consider Advertisement and Investment cost for the media brief and profit for the ROI

Introduction
The need for immediate profit is not a pressure. The product is promoted to create
awareness and develop a market for the product. The impact on the marketing mix and
strategy is as follows:

Product branding and quality level is established and intellectual property

protection, such as patents and trademarks are obtained.

Promotion is
aimed
at
innovators
and
early
adopters.
Marketing communications seeks to build product awareness and educate potential
consumers about the product.
Reach: Very High

Frequency: Very High

Growth
Competitors are attracted into the market with very similar offerings. In the growth
stage, the firm seeks to build brand preference and increase market share.
Product quality is maintained
support services may be added.

and

additional

features

and

 Pricing is maintained as the firm enjoys increasing demand with little

competition.
Distribution channels are added as demand increases and customers accept
the product.
Promotion is aimed at a broader audience.

Reach: High

Frequency: High

Maturity
Those products that survive the earlier stages tend to spend longest in this phase. At
maturity, the strong growth in sales diminishes. Competition may appear with similar
products. The primary objective at this point is to defend market share while
maximizing profit.
Product features may be enhanced to differentiate the product from that of
competitors.
Pricing may be lower because of the new competition.
Distribution becomes more intensive, and incentives may be offered to
encourage preference over competing products.
Promotion emphasizes product differentiation.
Reach: High

Frequency: Low

Decline
At this point, there is a downturn in the market. For example, more innovative
products are introduced or consumer tastes have changed. There is
intense price cutting, and many more products are withdrawn from the market. Profits
can be improved by reducing marketing spending and cost cutting.
As sales decline, the firm has several options:

 Maintain the product, possibly rejuvenating it by adding new features and

finding new uses.
Reach: Low

Frequency: Low
ISSUES WITH INDIAN MEDIA

1. Media Dark areas

2. Electricity issues
3. Digitization
4. Problem of plenty vs distribution issues
a. TV
b. Print
c. Radio
5. Cumulative Multimedia Reach
6. No estimation of OOH

MEDIA SPENDS IN INDIA

WHAT ARE THE DIFFERENT INFLUENCERS OF MEDIA MIX?

1. Product and product category

2. Target audience
3. Geography
4. Sales
5. Media availability
6. Innovations

1. Product and Product Category:

Product and category of the product influences media mix on a very high scale,
as it is very important to know what is the involvement and cost to be achieved.
Whether the involvement for the specific product is high or low, or the cost assigned is
high or low, because each factor has a different meaning,
Low Cost, Low Involvement: High Reach and Low Frequency
Low Cost, High Involvement: High Reach and Medium Frequency
High Cost, Low Involvement: We dont require to Advertise in this scenario
High Cost, High Involvement: High Reach and High Frequency

2. Target Audience:
a. Age
Kids
Adolescent
Adults
Peak

b. Male and female

c. SEC: SEC A1+, SEC AB, SEC CDE

3. Geography:
Different regions influence the media mix, such as whether it is metros, mini metros,
urban, rural etc.
According to the geographic location media mix has to be set, which clearly impacts
the media mix
4. Sales:
Whether the product going to be marketed is B2B or B2C, different product has to be
marketed differently, as B2B products has no connection wit the final consumer it
would be vague to plan a same uniform pattern process plan as it is been for B2C.
5. Media Availability:
Whether the desired media channel or a platform has an appropriate availability in the
desired geographic locations matters the most, for e.g. If a radio has only 10% of hold
in a specific city and a media planner is planning to assign more than 40% of the
budget and action on radio, it would be clearly unsuccessful, so it is always advisable
to analyze the media availability as it influences the media plan
6. Innovations:
Cost effective
Spread
Newness
Long term impact
TG appeal
Brand connect
scale

 Repeat value
Relative advantage
Customize
Time factor
Confidence
Risk
Complexity vs simplicity

Media Consultancy - Short note

A media consultant is a marketing agent or public relations executive, hired by
businesses or political candidates to obtain positive press coverage. Media
consultants usually draft press releases to highlight positive achievements of a
business, organization, or individual.
Media consultants commonly assist a business with marketing to increase sales and
attract new customers. They may work closely with the advertising department to
design promotional material and produce Websites that maximize their employers
exposure. In some fields, a person with this job is responsible for multimedia
presentations to groups. A political media consultant helps a candidate devise a
strategy to get elected.
Media consultants in the business world often write press releases about products the
company produces. Tasks could also include designing brochures and other marketing
materials, and creating logos for printed advertising paraphernalia. In some
companies, the consultant works with printers to ensure that advertising materials are
completed in a timely manner and on budget. He or she may also be responsible for
updating the companys Website and posting information to promote the firm.
Some media consultant job descriptions are more akin to advertising representative
positions. These types of jobs routinely involve meeting clients who need advertising
and helping them develop a successful plan. People who work in these positions are
usually paid on commission and must meet sales quotas set by the company. They may
also be required to meet tight deadlines. These are important elements,
Strategic services
New trends in media
Media trending
New genres
innovations
Find new ways to cut cost and increase efficiency
Launch new channel / shows
Growth in various media and digital sectors

 New avenues of growth

Consumer engagement
Data analytics and response mechanism
OUTDOOR SCHEDULING & WHAT ARE THE ELEMENTS IN OUTDOOR
ADVERTISING FROM SCHEDULING PERSPECTIVE?

Billboard Advertising Methods

Using witty words and visuals are the main technique used in these advertising ideas.
Billboards may be banners, illuminated or electronic in this advertisement type. They
are usually crisp and limited in their usage of words and visuals. Ad agencies could
design the bill boards or you could do it through in house bill board companies. The
point where the hoarding is kept should have maximum coverage.
Outdoor Advertising through Bus Shelters
Since a bus commuter passes through the way once or twice every day, the persuading
effect would be better through this advertisement type. The advantage of bus shelter
advertising methods is that it cannot be ignored or switched off. Besides, it reaches a
wide range of audience from all walks of life.
Advertisement Type in Interior & Exterior of Buses, Auto Rickshaws & Trains
The advertising ideas used on moving vehicles such as bus, auto rickshaw and trains
could cover the entire exterior of the vehicle, form a narrow vertical strip on the
vehicles rear or placed in compact cards within the vehicle.The backsides of bus and
train tickets are used by contractors for outdoor advertising. As for trains, they are
flanked by billboards on either side throughout their route.
Stalls as Advertising Methods in Trade Shows
Trade shows are places where people enter with the sole purpose of indulging in
purchases. Good looking stalls with product demonstration on the process are
excellent advertising ideas. The visitors are also attracted to this outdoor advertising
through the audio system generated from a particular stall. These stalls have brochures

for distribution in their outdoor advertising and record the visitors contact details and
develop these sources into potential business.

Events
Products and business services are also promoted by conducting or sponsoring events.
These events may be related to the business or have pure entertainment purpose. Apart
from banners, visitors to the event are also given compliments with the company logo
in it as additional advertising methods.
Kiosks
These kiosks or portable stalls are advertising ideas set on road sides and are manned
by a staff who would explain the services when approached.
Scheduling As mentioned in PPT
Impact
Morning traffic
Evening traffic
Wall painting
Mall activation

WHAT ARE THE IMPORTANCE OF MEDIA PLANNING?

Media Planning is a tool to select best media vehicles to reach out to max possible
target audience in given budget / time
What are the best means of delivering advertisements to perspective
purchasers of my brand or services
Out of 100%,
85% goes to channel
13% goes to creative agency
02% for Media planning
Basic:
Media Planning helps us understand how many target audiences we need to
reach OR we can afford as an company
It also helps us understanding which Media should be used and how many
times?
Media Planning not only helps a company to understand the parameters for
planning purpose it can actually be implemented with analyzing which Month?
And Where should ads appear
And lastly it gives you and estimated budget of how much to be spend to
achieve the target assigned
Advance:
Media planning in worst scenarios helps the company to extend PLC of their
product with appropriate media marketing
Many Organization uses media planning to deliver massage in media dark areas
for acquiring in maximum reach
It indicates Specific period starts and end date fixed: Sale & offers
It also helps to conduct Reach led or frequency led campaign
Very high level burst or long edits

REACH HOW ITS DIFFERENT BY MEDIUMS

Reach:
Is the term used to express the total percentage of a target audience who are exposed to
a commercial at least once throughout a campaign period?
Channel Reach:
Channel reach is how different channels like Starplus, Zee, Colors etc have maximum
reach in both HSM (Urban + Rural)
The channel with such maximum reach is to be used to target audiences
Primary vs Secondary Reach:
Primary Reach
% of Target Audience reached, who own, for example a TV
Secondary Reach
% of Target Audience reached, through, for example by TV, not owned by them
Reach of a particular Press Vehicle (Readership):
% of Target Audience who read any particular Press Vehicle
Can also be represented as number of Target Audience who read any particular Press
Vehicle
Reach of a particular TV Vehicle (Viewership):
% of Target Audience who view any particular TV Vehicle / Programmed

REACH SATURATION ANALYSIS

Advertising saturation points may not be identifiable for every type of product, but
they are consistently apparent in one of the primary worldwide categories for
consumer advertising: the motor vehicle industry. Every automobile brand such as
Ford, Chevrolet, Toyota, or Fiat has its own unique optimal saturation point. Each
can be predicted in advance, before a budget is set, and thus can be used in planning
advertising spend strategies. A saturation point represents optimal advertising in terms
of profits. Once it is established, the saturation point becomes a key criterion by which
an advertising budget can be judged.
Investment on media decisions depend on type of campaign
a. Reach led campaign
b. Frequency campaign
c. Equilibrium between reach and GRP
d. Reach Saturation
(Didnt find any explanation for this, as excel file is missing)

WHAT ARE THE CORE PROPERTIES OF MEDIA BRIEF?

Simple
Audience Led
Seasonal Media Led
Brand problem
Tricky
Frequency oriented
Market led
Activation

 Target led
Offensive
Reach based
Innovation
Seasonal

WHAT ARE THE PRINCIPLES OF FOR SELECTING MEDIA VEHICLES

FOR A MEDIA CAMPAIGN?

Best Reach
Lowest cost
Lowest cost per thousand
Lowest CPRP
Minimum Waste
Within budget
Optimum Frequency
(elaborate on each points, self explanatory)

SOV VS SOE

SOV: Share of Voice

The percentage of advertising activities for one brand within the total advertising
activity for an entire sector or product type. The measurement indicates frequency,
reach and ad ratings.
GRPs for a particular brand expressed as a percentage of the GRP for the defined
category
Example:

GRPs for Coke in May = 1000

GRPs for the Soft Drink Category in May = 4000
Hence SOV for Coke = 1000 / 4000 = 25%

SOS: Share of Spends

Spends for a particular brand expressed as a percentage of the Spends for the defined
category
Example:

Spends for Coke in May = Rs 3 Crores

Spends for the Soft Drink Category in May = Rs 10
Crores
Hence SOS for Coke = 3 / 10 =30 %

SOE: Share Of Expenditure

A relative media measure
Brand spend in value as a % of total advertising expenditure of the category.
Gives the first level of indication of the level of dominance of a brand in
certain time period.

 Does not take into account the duration differentiation and buying
efficiencies of the different players
Data is monitored weekly at card rates by a third party.
WHAT ARE DIFFERENT CONSUMER SEGMENTS AND HOW U
TARGET THEM THROUGH SCHEDULING, WITH MEDIA MIX
EXAMPLES

CONSUMER SEGMENTS

SCHEDULING
STRATEGY

MEDIA MIX

Loyalist
Fringe
Non User

Pulsing
Flighting
Continuity

All
Specific
Specific

Loyalist:
Loyal consumer should be targeted using pulsing technique and all media mix
vehicles. These consumers are the one whom each brand would do anything for
retaining them. As it is said retaining the consumers are easy then attracting the new
ones, hence the brands usually use high cost budgets for pulsing strategy and diversify
their cost also on all the media vehicles just to retain this segment consumer.
Fringe:
Fringe are the consumers which are not so important on the revenue statement of the
brand, meaning that they dont give much of the business to the brand instead of being
aware about the presence, hence brand usually uses Flighting techniques for such
consumers, which helps to attract the consumers seasonally as per the demand of the
product goes higher also the media vehicles used for this segment are analyzed and
used according to that being specific.
Non User:
Non user are those people who dont consumes your product, for attracting these
segment one has to continuously advertise using specific media vehicle according to
your target group specified.

WHAT ARE THE CHANNEL SCHEDULING TACTICS?

Channel Promo Plans

Shows Originals
Shows Repeats
Tent poles time bands
Scheduling repeats
Kids hour
Movies & Premiers
Show Promos

Show Originals: To schedule a original show on prime spot, On going series new
episodes are schedules in show originals.
Shows Repeats: To Schedule a repeat telecast of the previous episodes of the prime
series at a different spot, for e.g., if original is scheduled on Monday 7pm the repeat
would be on Tuesday afternoon 2pm.
Tent pole Time Bands: Tent pole marketing is about centering your promotional
activities around big events. The term was first coined in Hollywood to describe the
hype surrounding popular movies, as interest levels peak over opening weekend
Scheduling Repeats: To schedule a long run sessions of repeat telecast since 1st
episode to the latest one to gain more attention towards the show, this are usually done
on odd timings where channel planners need to kill time slots
Kids Hour: These are dedicated timing slots for kids entertainment, usually 5pm to
7pm on weekdays and 9 am to 11am on weekends.
Movies & Premieres: Channels schedules big movies and premiers usually on
weekends and on holidays, where they can achieve more reach

Show Promos: These small promos are usually done before and after advertisements
breaks, it showcases promos of upcoming series on the channel

Figure Given in the PPT

WHAT ARE THE CONTENT SCHEDULING TACTICS FOR GEC?

PT high PUT Zone

Why repeat
o Content sampling
Repeat line up
o Order as like PT
o High rated show gets maximum repeats
Repeat as per audience availability
o Morning kids band
o Afternoon fiction shows repeats / movies
o Pre Prime light drama
o Late nights horror
Strategic Plug-ins
o Maha Saptha, Maha Episodes, Maha Bandhan
o Premiers
o Festival Specials
PUT: People using Televisions: Always schedule your content in high PUT zone, to
get maximum reach and frequency, these PUT high zones are also known as prime
spots, where the percentage of using television are usually high.
Why Repeat: Content Sampling is very critical to make a its effectiveness on the
minds of viewers, it is very important to attract new viewers using repeat techniques.
It helps a lot to attain viewers who missed the show because of any other reasons.
Repeats are schedules as per the rating of the show, if the show is highly rated, is
on the number 1 card of the channels, it gets maximum repeats on the channels.

Repeats are also based on audience Availability, as it is defined above, morning is

for kids and afternoon is appropriate time for repeating your content
Strategic Plugins: These are the most creative way to monetize your content and
attain visibility, planners come up with combining two or more shows, to get viewers a
hang of the others shows also, it gives the viewers a taste of different show using their
interested shows.
Maha Saptha is for a week, where every shows have high touch points disclosure in
the particular week.

WHAT ARE THE DIFFERENT PATTERN OF SCHEDULING?

To control when adv. appears on the TVA flow chart or schedule with number of spots
and channels for a specific duration, It has various elements
Creative of your product
Edit
Channel
Show
Time band
Date
Cost
Gross cost
Different Pattern of Scheduling are as follows:
1. Continuity Pattern: A timing pattern used in a media plan whereby the advertising
messages are scheduled continuously throughout the time period covered by the media
plan.

Run ads every day

365 days 52 weeks
New Creative
Rotation of creative
Covers entire purchase cycles
Categories with fierce competition
Works as strong reminder

 Huge budgets
Cost effective
Examples
o Telecom, Most of the FMCGs
o Soaps, Tooth Paste, Shampoos, Skin Care, Home Cleaning, Insecticides

2. Flighting Pattern: An advertising continuity or timing pattern in which advertising

messages are scheduled to run during intervals of time that are separated by periods in
which no advertising messages appear for the advertised item. Any period of time
during which the messages are appearing is called a flight.

Advertising in most favorable time

Seasonal or advertising during high concentration sales
Precisely to reach in most purchase cycle periods
Budget restrictions or sharp sales fluctuations
Some times gaps plugged with another medium
Cost saving
Always threat from competition
For examples
o Seasonal products
o Coffee
o Insurance

o Cold creams
o Air conditioners
o Heaters
o Tourism

3.Pulsing Pattern: An advertising timing or continuity pattern in which there is noted

variation of media spending in the media schedule. There is some spending during all
periods of the schedule, but there are periods in which the spending is notably heavier
than others. This approach stands in contrast to a continuous media pattern in which
equal amounts of spending are allocated to all time periods of the schedule.

 Advertising round the year with few heavy months

Mix of Continuity and Flighting pattern
Gets advantages of both Continuity and Pulsing
Huge cost
Cost efficient
Considerable reach and frequency difference in campaigns
Product categories sold across year with heavy concentration of sales during
certain times
Steady pulse schedule for all months.
Seasonal pulse
Period pulse regular basis ads.
Erratic pulse refers to irregular ads normally used for changing old patterns.
Start up pulse is used for new product with heavy advertisements.
Promotional pulse refers to short period single use ads used basically for
promoting products or events
o Clothing
o Telecom
o FMCGs
o With seasonal variants

WHAT ARE THE DIFFERENT PROPERTIES OF MEDIA

INNOVATIONS?

1. TV Specialized Shows
a. Laugh India Laugh

2. Radio Segment Creation

a. Char Gane Chipak Ke

3. Print
a. Newspaper Column
b. Magazine Article Creative

4. Outdoor
o Prime Hoardings
o Festivals
TV Property Evals and Presenting Sponsors
Examples:
1. KBC
2. Dramebaaz
3. Big Boss

WHAT ARE THE ELEMENTS IN MEDIA AUDITS?

The Media Audit is a multimedia survey conducted for the purpose of developing
statistically reliable information about the audience levels and audience characteristics
of radio stations, local TV news programs, cable TV viewing, daily newspapers,
weekly and monthly publications, the Internet, social media, mobile Internet usage,
local media websites, direct mail and out-of-home media. The Media Audit also
collects socioeconomic information, product buying plans and purchasing activity for
numerous products and services, retail stores and financial institutions that can be used
to define the quality of individual media audiences. In addition, the information can be
used in defining customer profiles and consumer market shares for the many products,
services, retail establishments and banking institutions that are covered in the survey.

Are you sending required amount on media?

Is your agency buying write media?
How much money spent on each medium?
do we require that much spends By each medium?
Total spots released vs total spots aired?
Campaign pre vs post evaluation
Is media agency targeting correct TG?
Is media agency targeting correct market?
Are we wasting money on certain channel / property?
Are we over paying any channel or for any property?
Are we airing spots at correct time?

WHAT ARE THE QUALITATIVE INPUTS IN PLANNING?

1. Planning factor Control Parameters

TG
Markets
Channels
Reach
Frequency
Innovation
2. Environmental open parameters
Competition
Brand
Media Sales
Impact
Change in Media
Situational
3. Checklist for Media Brief

WHAT ARE VARIOUS REVENUE MODELS OF ECOMMERCE

Revenue models for E commerce is very simple and easy to understand, it is divided
in to three categories,
1. Social Media
2. Search Engine
3. Services provided online

1. Social Media:
Social Media consist of Advertising on the social platforms and blogs. It
considers banner advertisements of different variants, carasouel advertisings and even
native advertisements.
2. Search Engine:
Search Engines considers various things such as Affiliated sites, lead
generations portals, partnership with different websites for revenue share, profit share
and other various factors
3. Services:
Such as Music, videos, files transfers, file sharing, documents, e mailers etc.

WHAT IS THE REVENUE MODEL OF NEWS CHANNELS?

For Understanding revenue model for news channels it is also important to understand
basic TV model,

This is the basic TV channel model, describing how things work to make revenue
form the business, if we talk about the news channel, the model is shown below,

News channel model works on three parameters, New collection agency from where
they collect the news or they even have their own agency formed for collecting the
news from various sources, Advertisers are the one who pays the new channels to
show their ad promos between the news shows to reach the viewers, the whole model

revolves around viewers the more the viewers the more the reach, which leds to more
advertisements and revenue.
The reach is depend upon the content which is shown on the channel, hence even
content generation is equally important for the model

WHAT ARE THE ELEMENTS OF SELECTION OR REJECTION OF MEDIA

PROPERTIES?

1. Cost of Property
2. Nature of Property
3. Cast
4. Premium
5. Channel
6. Channel Reach & Performance
7. Time
8. Competition
9. Other Elements
10.Promotions
11.Locations
12.Target Audience
13.Budgets Availability