Budgeting As Per

Different Media
Vehicles(4th Topic)

8th & 9th Lecture

3rd & 7th October 2022
 Topics

 Why Media Mix

 Types of Media Media Decisions
 Media Choices setting the context – Print, TV, Digital, Radio, Outdoor, Cinema, Radio, Mobile
 Strategic Decisions
 TG Media Consumption
 Competitive Activity
 Quantitative Parameters
 Qualitative Factors
 Role and Suitability of Medium
Why Media Mix

Intensity of consumption
Heavy, Medium, Light users
Augment Reach
(Adding new people from
another medium)

Add Frequency
For e.g. TV to build reach Radio to
frequency
Why do we need different Media Options

Reinforce the message

To deliver message to the
Sensory Stimuli – Audio,
consumer through the day
Visual, Audio-Visual

To reach different kind of audiences

Women – Serial and Women’s
Magazines
Kids – Cartoon Channels Discovery
 Types of Media Mix Decisions

 Broad Media Classes – To select one or more media classes as part of the mix
Options – Tv, Print, Digital, Outdoor, Radio, Cinema
 Media Vehicles -
Tv - Star Plus, Zee News, Asianet, Sun TV
 Media Units – Creative duration or Size
- Full page in TOI, 10 seconds ads as pre-roll in YouTube, 30 Seconds Tv
commercials
Media Choices

TV Print Digital
38% to the Axed
General Ent 22% to the Adex Interactivity/Two way
Sports - IPL Dailies 34% to Adex
News Magazines Desktop/Mobile
Movies Special Interest (Smartphones)
Regional Channels Magazines – Auto, Video – 29%
Music Lifestyle Socials - 20%
Kids Channels Annual Issues Search – 16%
Eng. Movies Sampling Display – 19%
Events & Specials Innovations – Jackets, E-comm -16%
Talent Hunts half jackets, sky - buses Innovations
On – Ground
Media Choices

Radio – 2%
Multiple Stations
Big – 58, 24 States , 18
languages, Outdoor – 3%
Radio City- 39 stations Cabs, Buses,
On-ground Activations Hoardings, Bus
Innovations Shelters, Airports,
Jingles Railway
RJ Mentions/In Digital Signages –
program Multiple Ads
Contests Innovations
RJ Jaggu – Saffola
World Heart Day
 Digital Innovations(Advergaming)

IPL Game 2012 Season 4

Official Game of IPL
IOS, Android, Java, Desktop
Volkswagen + Parle 20:20
4 & 6’s, in stadia branding, over
change, pre & post rolls
Volkswagen Committed – 40 lacs for 2
million downloads
Parle Products – 25 lacs for a million
download
Multiple Awards and Recognitions
https://www.mxmindia.com/2013/04/indiagames-parle-launch-ipl-cricket-fever-game/
Coke – Sales linked campaign(Mobile Marketing)

Code Underneath the Crown Cap Promotions

Promotion was linked to sales

Campaign promoted on TV with the missed call no.

IVR enable for eng,hindi local language

Contests with prizes

Meet and Greet the Celebrity

Filmcity – Salman Khan for thums up

Kareena Kapoor – 2013 for Limca

Total Spends in a year Fy 13 – 14 - 3 Cr

Average Spends 25 lacs/ campaign

Coke Fan Club

India’s large Media Entities

• Times Of india – Group, TV(News, Lifestyle, Eng Movies)

Print(Eng & Lang) Digital, Radio, exhibtions, activations
• Dainik Jagran – Print (Mid day, Dainik Jagran) Radiocity, Digital
• Dainik Bhaskar – Print, Radio, Cable TV, On-ground, events
• Zee Telefilms – OTT(Zee5), TV(Gec,News,Sports,International
Presence, Hindi Movie Channel, English Movie, Regional Channels,
• Disney Star - OTT(Hotstar), TV(Gec,Sports,Kids,movies(eng,hindi)
regional offering(Asianet, Star Vijay)
• Network 18 – OTT(Voot), TV (GEC Colors,News, Movies)
Strategic Media Decision

Marketing and Advertising Task

- FMCG is best advertised on TV, however media choices happen based on task
- Promotional Offer by a FMCG brand – Extra grammage – go for print for quick
reach building and impact
- Event(Localization) McDowell's Indian Derby – Print, Radio, Hoardings(Bus
Shelters) in Mumbai
- Amul Pro-biotic – educate the consumer – Advertorial in magazines(wellness
feature)
- Special offers in Large Format Retail – Retail Advertising(Radiowalla – Radio
network in Retail Chains)https://www.radiowalla.in/
Strategic Decisions (Dominos Pizza)

- Weekly offer – Discount Coupon Dailies like Mid-day, Mumbai Mirror,

Online(code)
- Cheese Burst Pizza – Demonstration of Cheese oozing out can an audio visual ad
on TV, Youtube – smaller 10 secs video ads
- Advertise the 30 min promise – Image building and continuous presence
required Frequency channels like News, Infotainment channels – NGC,
Discovery, English Hindi Movie Channels. Avoid Mass channels for Cost eff
- Toll Free Hunger Helpline – Catchy Radio Jingles with easy to remember phone
no, Internet Banners during lunch time for eg.88888888
- Kids & Youth as Influencers – Kids Channels, Video Ads in content accessed by
youth
Geographical Coverage

National vs Local Market Combinations Media Isolatibility

HSM MP, UP, Raj, Guj,
Market Coverage Bihar – National TV, Print Different offers and
Reliance Smart – etc promotions in Different
Hypermarket would be a South Markets – Telecom VAS
more local approach – Kerala, Karnataka, A.P, TN Karnataka Circle
Print, Radio, Outdoor, Lack of Strong National
SMS which in a local area Options Rexona Ad in Punjab only
Tata Safari – National Look @ Regional Print, TV, Geo Targetting on Digital
Jio – National Radio, Digital
Response

Leads, Footfalls, Conversions is the new mantra – ROI

Online/Digital, Events and On-ground activations score big on this
Digital – Performance Campaigns – Cost per download, Cost per install, Adding
Money(Gaming)
Traditional Media
- Redemption of Coupons
- SMS responses to a contest/ Reality show
Financial Services(leads) Auto(Test Drives)
- Such Mechanism give a good indication of which medium performed better
TG Media Consumption

• Consumption of Media by different TG has an impact on Media Budgets

• NCCS - New Consumer Classification system earlier Social Economic
Classification
• Low, Medium, High & Very High usage of Media
• Premium Vs Mass Brands – NCCS A, NCCS AB, NCCS BC
• Multiple TG’ S – Primary and Secondary(Kids + Mothers) - Horlicks
• Youth – Deos – Engage will go for digital, Outdoor, Music channels etc
• Males SEC A+ - NDTV, Times Now CNBC, Economic Times/Mint Digital
Automobile Brand – Honda City
Competitive Activity

• Keeping a tab of which Media Mix, being used by Competition

• Can we have the same Mix (provided budgets permit)?
• Reference Points – Barc, IRS
• Important to look at both spread and the share of the medium
• Based on the time and space an approximation can be done of budgeting
Quantitative Parameters

• Reach
Which Medium would give me the maximum reach

GEC Prime time shows - Zee, Sony Star would be best for NCCS AB Female 25+
but no the very best for NCCS Male A

• Cost Efficiency
CPT – Cost per thousand or CPRP

TV Might deliver better efficiency if the reach is better than Print, Digital
Qualitative Parameters
• Creative Considerations

- Cost dependent on creatives(celebrity)

- Type of Product For e.g. – Rolex
- Innovations
• Medium as a message

Context the ad appears

Difference of Advertisers on Hindi and Eng. News channels
KBC Kuch Meetha Ho Jaye Association with Winners
Magazine Advertorials
Finance - CNBC, Moneycontrol. Contextual Ads on Search
Qualitative Parameters

• Selectivity Index – Audience skew and preference for a medium

• It shows how much of the actual audience is our TG
Mass Brands – All Individuals base(Lux)
More Upmarket brand higher the selectivity index would be different (Dove)
• Time Spent, Loyalty & Clutter
- Involvement with the medium
- Loyal readers, viewers, listeners
- Jackets, Front page ads, Right Hand Side Ad(Print)
- In program, First Spot, Last Spot, Logo Presence
Role Suitability of the Medium
Medium Merits Demerits
Dailies Quick Reach build up, local, Literacy issues, exposures vs
portability, control, low lead reach, inability to segment,
times, informative, credible high cost of national

TV Audio Visual, Mass Reach, Cluttered, high cost of

Good for a national reach creatives, inventory issues
Magazines Higher Shelf life, Higher Inability to target markets,
retention, Active medium vs Longer lead times,
low reach
Radio High Frequency, Low Cost, Support Medium, Fleeting
Mobile, Localization
Digital Return path, measurable, No strong 3rd party
dynamic customization, monitoring
controlled cost, customer
profiling and
Role Suitability of the Medium
Medium Merits Demerits
Outdoor Local, Size, 24 hour targeting, Support medium,
disorganized and reporting
issues, fleeting

In- Store In a Mood to buy, Better Damaged displays, restricted

Information on Product reach
 Case Study – Goody Biscuits
Brand Promise

Healthy Biscuits with Natural Ingredients

Primary – Kids
Secondary TG – Mothers
Launch – 15th Jan 2023

Target Audience
Case Study – Goody Biscuits( Business Projections)
 Case Study – Goody Biscuits (Execution)
Goody’s Advertising Budget – 9 Cr

Creative
Agencies Invited
Rediffusion, Grey, Taproot
Budgets for Outdoor &
Budget for Creatives – 1.25 Cr for Includes Posters, Danglers other
Production of TVC & Radio Spot POP, Outdoor – Rs 25 lacs

(Includes agency commission of 12.50%)

Creative Agency for TV & Radio

Grey Worldwide

Total Budgets Allocated for Creative – 1.50 Cr

Case Study – Goody Biscuits (Execution)
Total Budgets – 7.50 CR( 9Cr – 1.50CR on creative )

Media AOR Selection – Pitches by Madison, Group M and DDB Mudra

Agency Brief

Need a execution plan for – National Markets

TV Budgets – 6Cr. Cr, Radio – 1Cr.

TV Channels – Top 3-4 National TV with Kids genre a must , Top 3-4 Regional Channels

Radio – Top 3 Radio Stations with national footprint Innovations which has not been executed
before

Priority Markets - P1 – HSM P2 – Tamilnadu, A.P. P3 – East(WB)

Grp’s per month – 1000, Reach 3+ – 40-50% reach min 15 crore kids between age 4-14

AOR selected – Madison due to the most effective and ROI driven plan with 2.50% as
commission
 Assignment – Individual
Scenario 1
Hair Glow is a new shampoo for women being launched by a leading FMCG co. which has been in the market
for a while. They have presence in beauty soaps, hair oils and skin cleansing creams. Annual Turnover of the
company is around 500 Crores from all the around 15 SKU’s across Skin Care and Hair care categories
The Sales team has given a projection of Rs 50 cr as the first year sales figures for an entire year. The marketing
team has been given the flexibility to set the advertising budgets of upto 30% of the Sales Turnover of 50 Crores
You have joined the company in the marketing team. The marketing head has asked you to do a study of the
Shampoo category and also take the help of the media agency(AOR) and check on the overall category in terms
of turnover, media being used by competition in the category. The marketing head has been given you
flexibility to set the advertising budgets of upto 30% of the Sales Turnover of 50 Crores.
After the study he’s asked you to arrive at the best media options which will give maximum reach and
optimum frequency. You need to arrive suggesting the various media options which should be considered for
Hair Glow with the following objectives with clear indications of
• the maximum reach which the media option provides
• Optimum frequency of the medium
• Support Medium for cost effectiveness to build frequency for the launch campaign
Assignment – Individual

Scenario -2
Sparkling Jewelry is opening up 5 stores across Mumbai – Ghatkopar, Borivali, Bandra,
Juhu, Hughes Rd. These stores would be premium outlets which will be inaugurated
around 10th of Dec.
The owners felt it would be nice to approach the students of Media and Entertainment
@ Welingkars and give them this project to come up with suggestions. The owners
want to create an impactful launch campaign for 3 months(90 day campaign) and
would like to consider various Media options within the city of Mumbai especially
options near to the stores.
• Please come up with your recommendations the best media options to the owners of
the store and give enough reasons as to why you have suggested the medium.
• The total budget is Rs. 1 crore on the campaign. Do allocate budgets with
approximation for each medium and with proper justification.
• Her again You need to give your suggestions in a PDF file of not more than 2 pages
References

• Media Planning and Buying – Arpita Menon

Chapter – Media Mix Decisions
• Case Study based on discussions with actual process @Parle Products