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MODULE I, INTRODUCTION TO MEDIA PLANNING, Media planning: is an important component of the promotional strategy formulation., Selection of appropriate media is important not only to reach the desired target audience but, also to ensure best utilization of promotional expenditure. Media planning is the process of, strategically selecting a mix of media platforms to place ads over a period of time in order to, achieve an advertiser's campaign goals., The Media Plan—the goal of the media plan is to find a combination of media that will enable, the marketer to communicate the message in the most effective manner possible at minimum, cost. Media planning entails finding the most appropriate media platform to advertise the, company or client’s brand/product. Media planners determine when, where and how often a, message should be placed. Their goal is to reach the right audience at the right time with, the right message to generate the desired response and then stay within the designated budget. ., •, •, , •, •, , Definition one: the process of deciding how to most effectively get your marketing, communications seen by your target audience., Definition Two: A process for determining the most cost-effective mix of media for, achieving a set of media objectives., •Goal: maximize impact while minimizing cost, •Media is often the largest MC budget item, Definition: Three: The design of a strategy that shows how investments in advertising, time and space will contribute to achievement of marketing objectives., Definition four: Media planning is about determining the best Media Mix (i.e., the, best combination of one-way and two-way media) to reach a particular target for a, particular brand situation., , Media Planner- The person at the advertising agency who develops and executes your media, plan., 1. Basic Terms and Concepts: Given at the end of the notes, 2. Various functions of Media Planning in Advertising?, 1. Proper media planning enables the selection of the right media: selection of the right, media is crucial in the entire planning process. How best can I reach my target, audience? Is the question kept in mind?, 2. It helps to allocate the advertising funds to the right products in the right media: for, example, ads for chocolates will be placed in a slot where there is maximum children, viewer ship. And channels like Nickelodeon, Cartoon Network or between 5-7 pm, when most children watch cartoons., 3. It indicates the period or the season in which the advertiser need to concentrate, advertising efforts: for example all the paint advertisements concentrate on the festive, seasons. A few months before the festival like Diwali the ads are released., 4. It helps achieve the advertising objectives., 5. It minimizes wastages of advertising funds: when money is used in the right direction, there are minimum wastages. A media plan helps the ad agency to obtain approval form, the client. Proper media planning will help the advertiser to reach the right target, audience. It helps to finalize the frequency of advertisements: how many repetitions of, the advertisement should be done and are required also specified in a media plan., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 2

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Media Buyer responsibilities:, Media Buyer is responsible for purchasing media space or time, as well as developing the, campaign and researching how it will be most effective for the client. Their mission is to find, a combination of media that will enable the marketer to communicate the message in the most, effective manner possible at the minimum cost., 1. Providing inside info: Media buyers are important information sources for media, planners. Close enough to day-to-day changes in media popularity and pricing to be a, constant source of inside information, 2. Selecting Media Vehicles: Choose the best vehicles that fit the target audience’s, aperture. The media planner lays out the direction; the buyer is responsible for choosing, specific vehicles, 3. Negotiation: Media buyers pursue special advantages for clients. Locate the desired, vehicles and negotiate and maintain satisfactory schedule and rates, 4. Preferred Positions: Locations in print media that offer readership advantages., Preferred positions often carry a premium surcharge, 5. Billing and Payment: It is the responsibility of the advertiser to make payments to, various media. The agency is contractually obligated to pay the invoice on behalf of, the client, 6. Monitoring the Buy: The media buyer tracks the performance of the media plan as it, is implemented, as well as afterward. Poorly performing vehicles must be replaced or, costs must be modified, 7. Make-Good: A policy of compensating for missed positions or errors in handling the, message presentation. Ensure that the advertiser is compensated appropriately when, they occur, 8. Post-campaign Evaluation: Once a campaign is completed, the planner compares the, plan’s expectations and forecasts with what actually happened. Provides guidance for, future media plans, , What skills make a successful media buyer?, Media buyers wear a lot of hats in order to get the job done. From understanding the media, buying market to having the soft skills to negotiate with others, there’s a wide gamut of traits, that media buyers need to develop in order to be successful., , What Do Media Buyers Do?, Media buyers plan, negotiate, buy and maintain media schedules. It looks simple when it’s, written out like that, but media buying is an intricate business, and only getting finer-tuned as, technology for advertising, media and analytics grows more complex. The process is also, refined by the platform that is being used – radio, television and digital media buying, programs may all look slightly different. In addition to managing media buys and schedules,, buyers will also keep their finger on the pulse of the market so they can make, recommendations for new media opportunities. Based on feedback from clients, analytics and, negotiations with outlets, they’ll need to adjust their approach to get better results for clients., Doing this job successfully requires a number of different key skills. Here’s what to look for, in a successful media buyer that can help any company leverage their advertising investment, for specific business actions:, , An effective media buyer has:, 1. Strong negotiating skills – Ensuring the client is accessing the lowest rates is, absolutely key. With a better rate for advertising, clients get more exposure, which, leads to better results. Media buyers need to negotiate with networks and providers to, seek out the right combination of exposure, target market and price per ad., 2. Strategic thinking capabilities – The media landscape is changing constantly, and, plans need to change to meet them. Your media buyer can’t use the same plans they, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 3

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3., , 4., , 5., , 6., , 7., , 8., , 9., , relied on five – or even two – years ago. Responding to the rapidly changing climate, and developing a new strategic plan is an essential for any buyer. Look for a track, record of their ability to adapt to new situations., Efficient research skills to find what will work for target consumers – Each, campaign has unique consumers with specific needs. From a certain time of day, ad, length and overall marketing message, a media buyer needs to be able to understand, what works for target consumers and craft campaigns that efficiently reach those, audiences., A skill for analysis and optimization – After results come in from campaigns,, buyers should have the tools and know-how to analyze those results to make more, strategic decisions in the future. The process of analyzing is continuous so it’s, something that an excellent media buyer will be well versed in. It empowers them to, understand what’s really going on through the course of a campaign and how to make, improvements in the future., An understanding of the complex landscape of media – Offline media like print, ads, newspaper ads, radio and TV were complicated enough. Modern media buyers, have to pair these offline formats with newer digital media forms. Although there are, some major differences between the two groups, they need to work together for an, effective media campaign. Media buyers need to understand the ins and outs of each,, as well as how they can be effectively used together., Strong relations with media outlets – Media buyers act as the go between for clients, and media outlets that have space and time to share. Understanding clients’ needs and, who they are trying to reach is important, but buyers also need to understand and have, connections with media outlets. A media buyer who has taken time to develop these, relationships in order to take advantage of fire sales, special programming,, seasonality, new shows, cross-channel promotions and other opportunities is a, valuable addition to any marketing team., A mindset geared toward testing – Perpetually testing is the only way to ensure that, a campaign is in a constant state of evolution and adaptation. Successful media buyers, not only understand that testing is part of the process, but they look for opportunities, to test and refine their processes throughout the course of a campaign., An ongoing strategic planning process – Although every media campaign is, different, there are elements that are the same within each successful one., Experienced media buyers use reliable processes that they can use again and again to, get consistent results. These processes are used throughout the life of a campaign so, that the strategies can be refined for better results., Effective media buyers don’t learn these keys overnight – but over years of, experience in the field. Media buyers that offer the best work know the market inside, and out and have the strategic acumen to make smart decisions on behalf of their, clients., , Role of Media Planner:, Media planners perform the following basic functions:, 1. Conduct media research, 2. Determine media objectives and strategies, 3. Determine the media mix, 4. Do the actual media buy, 5. Media planners work within advertising agencies or media planning and buying, agencies. They enable their clients to maximise the impact of their advertising budgets, through the use of a range of media., 6. Media planners combine creative thinking with factual analysis to develop appropriate, strategies to ensure that campaigns reach their target audiences as effectively as, possible., 7. They apply knowledge of media and communication platforms to identify the most, appropriate medium for building awareness of a clients brand. Some agencies may, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 4

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8., , 9., 10., 11., 12., 13., 14., 15., , combine the role of planner with the role of media buyer. Media planners usually work, on several projects at the same time, often for a number of different clients., Working with the client and the account team to understand the clients business, objectives and advertising strategy. Liaising with the creative agency team, clients and, consumers to develop media strategies and campaigns. Making decisions on the best, form of media for specific clients and campaigns. Undertaking research and analyzing, data. Identifying target audiences and analysing their characteristics, behaviour and, media habits., Presenting proposals, including cost schedules to clients., Recommending the most appropriate types of media to use, as well as the most effective, time spans and locations., Working with colleagues, other departments and media buyers either in-house or in a, specialist agency., Making and maintaining good contacts with media owners, such as newspapers,, magazines and websites., Managing client relationships to build respect and trust in your judgment., Proofreading advertisement content before release., Maintaining detailed records and evaluating the effectiveness of campaigns in order to, inform future campaigns., , Challenges in Media Planning, 1. The media landscape continues to evolve at breakneck speed. This is hardly headline, news; agencies are all too aware of the huge impact that digital technologies and, shifting consumer behaviours have had on their marketing campaigns over the last ten, to 15 years., 2. For decades, TV reigned supreme in the advertising world. Media agencies' main tasks, were isolated to planning or buying campaigns across a narrow selection of channels., Only ten years ago, the first smartphone was yet to be released, Facebook was, unavailable to public users and Twitter was three months away from launching. Now, we have Apple Pay, wearables and a range of other technologies disrupting the status, quo, with consumers now more likely to see ads on a vertical screen than a horizontal, one., 3. Clearly, media agencies must adapt quickly if they want to stay relevant in such a, rapidly changing environment. Organisations not only need people with a wider set of, skills than ever before but also innovative tools that empower employees to perform an, increasingly challenging job., 4. In a world of big data, marketing automation and programmatic advertising, agencies, need people who possess talents across much wider areas. Strategists, data analysts,, content producers, developers, econometricians and search technicians are just some of, the varied skill sets on show at high-performing agencies., 5. However, finding the right talent is just part of the process and no one is strong in all, these specialisations. Media agencies must therefore take a more strategic approach, across the entire organisation - a task that is often easier said than done., 6. Unfortunately, the media strategy decision has not become a standardized task. A, number of problems contribute to the difficulty of establishing the plan and reduce its, effectiveness., 7. These problems include insufficient information, inconsistent terminologies, time, pressures, and difficulty measuring effectiveness., 8. Insufficient Information: While a great deal of information about markets and the, media exist, media planners often require more than is available. Some data are just not, measured, either because they cannot be or because measuring them would be too, expensive. For example, continuous measures of radio listenership exist, but only, periodic listenership studies are reported due to sample size and cost constraints. There, are problems with some measures of audience size in TV and print., 9. The timing of measurements is also a problem; some audience measures are taken, only at specific times of the year. This information is then generalized to succeeding, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 5

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months, so future planning decisions must be made on past data that may not reflect, current behaviors. There are no data on the audiences of new shows, and audience, information taken on existing programs during the summer may not indicate how these, programs will do in the winter because summer viewership is generally much lower., While the advertisers can review these programs before they air, they do not have actual, audience figures., 10. The lack of information is even more of a problem for small advertisers, who may not, be able to afford to purchase the information they require. As a result, their decisions, are based on limited or out-of-date data that were provided by the media themselves or, no data at all., 11. Inconsistent Terminologies: Problems arise because the cost bases used by different, media often vary and the standards of measurement used to establish these costs are, not always consistent. For example, print media may present cost data in terms of the, cost to reach a thousand people (cost per thousand, or CPM), broadcast media use the, cost per ratings point (CPRP), and outdoor media use the number of showings., Audience information that is used as a basis for these costs has also been collected by, different methods. Finally, terms that actually mean something different (such as reach, and coverage) may be used synonymously, adding to the confusion., 12. Time Pressures: It seems that advertisers are always in a hurry—sometimes because, they need to be; other times because they think they need to be. Actions by a, competitor—for example, the cutting of airfares by one carrier—require immediate, response. But sometimes a false sense of urgency dictates time pressures. In either, situation, media selection decisions may be made without proper planning and analyses, of the markets and/or media., , Factors influencing media strategy decisions:, 1., 2., 3., 4., 5., 6., 7., 8., , Frequency of the advertisement, Competition and Clutter, Market Share of the Product, Product Life Cycle Stage, Buyer Turnover:, Purchase Frequency:, Forgetting Rate:, Financial Condition of Company:, , 1. Frequency of the Advertisement: This means the number of times advertises has, been shown with the description of the product or service, in the granted time slots., So here, if any company needs more advertising frequency for its product, then the, company will have to increase its advertising budget., 2. Competition and Clutter: The companies may have many competitors for its, product. And also there are plenty of advertisements shown which is called clutter., The company has to then increase their advertising budget., 3. Market Share: To get a good market share in comparison to their competitors, the, company should have a better product in terms of quality, uniqueness, demand and, catchy advertisements with resultant response of the customers. All this is possible if, the advertisement budget is high., 4. Product Life Cycle Stage: If the company is a newcomer or if the product is on its, introduction stage, then the company has to keep the budget high to make place in the, market with the existing players and to have frequent advertisements. As the time, goes on and product becomes older, the advertising budget can come down as then, the product doesn’t need frequent advertising., 5. Buyer Turnover: It shows the rate at which new buyers enter the market. The rule, is, the higher the rate of buyer turnover, the more continuous the advertisement, should be., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 6

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6. Purchase Frequency: It shows the number of times during the specific period that, the average buyer buys the product. The common rule is, the higher the purchase, frequency, the more continuous the advertisement should be., 7. Forgetting Rate: It shows the rate at which the buyer forgets the brand. The rule is,, the higher the forgetting rate, the more continuous the advertisement should be., 8. Financial Condition of Company: It shows an ability of a company to spend for, advertisement. The rule is, the more is the ability to spend, the more continuous the, advertisement will be., , Media Plan components, Or, , Criteria Considered in the Development of Media Plans, 1., 2., 3., 4., 5., 6., 7., 8., 1., , 2., , 3., , 4., , 5., , 6., , The media mix, Target market coverage, Geographic coverage, Scheduling, Reach versus frequency, Creative aspects and mood, Flexibility, Budget considerations, Media mix: The media mix has to reach the target consumer. It the advertiser wants, to reach men between 25 and 55 who are professional, the Economic Times will be, obviously a more appropriate choice than Femina. But sometimes matching consumer, profiles with media characteristics becomes a lot more difficult. For example: Media, planners will find it difficult to decide which kind of households can be reached by, the Hindi feature film TV slot v/s the 9 O’clock serial slot. A thorough analysis of the, target market will help in making this match and will reduce wastage of media, expenditure., Target market coverage: Audience can also be described in psychographics terms –, activities, interest, and opinions forming a life style, personality traits, and brand, preferences. After having a complete picture of our target audience, we undertake the, study of the media’s readership in terms of demographic, economic and, psychographics terms., Geographic coverage: Media strategy is based upon market coverage. If media, planners want to market products nationally, they will select all-India newspapers and, magazines. However, if market is limited to a particular region, they shall select, vernacular media popular in that region. In this way, media planners do not waste, resources by advertising product in the regions in which it is not available. They have, to see how strong a product is in a particular geographical region and advertise more, in high potential areas., Scheduling: Media scheduling decisions are the decisions about the timing,, continuity and size of the ads. We have to see when to advertise, for how long, and, for what time period. We have to see the size and placement of our ad., Reach versus frequency: There should be an attempt in the media objectives to, balance the reach and frequency. There should be an appropriate message weight at, the same time. This will help us realize our advertising plan. To face heavy, competitive campaign, we should have greater frequency to ensure the repetition of, the message. It is not so important to have a wider reach. While advertising an, innovation, a greater reach is preferred, to a greater frequency. It is also important to, have a large message weight. Once the media objectives are set, we are ready to, develop strategies to realise them., Creative aspects and mood: Creative considerations such as the quality of, reproduction, the colour effect, special effects, have to be considered. The medium, must be appropriate for the ad message. For example: The ads for ice cream would be, reproduced better in colour and therefore black and white newsprint is not, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 7

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appropriate. Media decisions have to be made in consultation with the creative team, that has actually produced the ad. Within the medium selected, decisions related to, unit buying, is also influenced by the creative team. There is a constant tug-of-war, between the creative team and the media team . the creative team wants larger space,, more TV and radio time and superior quality of POP material, while the media team, along with the finance department of the client looks for economy and maximizing, the effect of every rupee spent on the media., 7. Flexibility: The ability of the media to adapt to changing and specific needs of, advertisers is flexibility. Certain media allows such flexibility with respect to the, advertised message, the geographical coverage and the ad budget For example: the, times of India group of publication may offer advertisers the flexibility of placing ads, in different editions of the paper. So if, for instance, Parle’s find that competitive, activity has increased in Delhi, it may use the Delhi edition of Times of India to, combat competitor’s activity., 8. Budget considerations: A choice of media will depend to a large extent upon the, size of the advertising budget. Certain media types may be too expensive for the, funds available., , Media Brief:, The media brief is an invaluable resource that answers all of the preliminary questions that we, need in order to research, plan, and present the best possible media program to achieve our, clients’ objectives. The media brief can be referred to as a checklist for the media planners to, help them prepare a media plan for a client organization., A good media brief should ideally include the following., 1. Marketing information checklist: This should reflect the marketing objectives and, proposed strategies, product characteristics, distribution channels, brand category,, expenditure level and ad expenditure of close competitors, ad expenditure on the brand, for the current, previous years and proposed appropriation., 2. The objectives: The media brief must indicate the objective or objectives the proposed, advertising is trying to accomplish. This must clearly indicate whether the objective is, to introduce a new product, increase awareness about the existing brand, reinforce the, current position, reposition the current brand, relaunch a declining brand, elicit direct, response, improve or enhance the companies reputation or change the peoples attitudes, towards the company, brand or product category. It would also indicate the source of, business i.e. the target audience profile of the current users, proposed users etc., 3. Product category information: It is pertinent for the media planner to have thorough, knowledge of the product category and the positioning of the brand being handled. This, helps in assessing the strengths and weaknesses of the brand and also helps in setting, achievable targets. The information deals with the following broad areas—category, definition, competitive brands, market share of various brands, sales volumes of each, brand etc—to determine the scheduling pattern., 4. Geography/Location: The media brief helps the planner in knowing his media, markets. In other words; if the product is available in only the metros, then the planner, will restrict his media options to those vehicles which reach the target audience in the, metros. In case, however, the product is being launched on an all country basis, the, media planner although keeping in view the holistic approach will also keep in mind, the consumption pattern in various geographical locations for giving relative weightage, to work areas, where the product usage is more. Besides this he will also keep in view, the brand development index, sales volume and local market problems and, opportunities., 5. Seasonality/Timing: Information regarding seasonality of the product is an important, consideration for the media planner. In the Indian context where there are extreme, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 8

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climates in different parts of the country at the same time, some products are season, specific. The sale of woolen products is always there in the hilly regions especially,, Himachal Pradesh and higher reaches of Utter Pradesh, while in southern India, except, probably in some parts of Karnataka, woolen products are generally not available. The, North experiences severe cold for some months, hence one sees a spurt in advertising, Besides, the planner should keep track of the sales patterns, influence factors such as, festivals, holidays and the weather, spending considerations, specific sales promotions, drive and cl0.ient mandated spending constraint, etc., 6. Target Audience: A profile of those who buy the existing product category as also, those who buy competitive brands is a very important consideration for the media, planner. Buying habits must also include information about buying cycles, purchase, points, frequency of purchase, etc. this helps the planner to know the consumer, characteristics by category, brand and competitor; demographics—age, income,, education, occupation and motivation; special market segmentations like doctors,, architects, children, etc. As also media usage data for heavy users, light users of various, media vehicles., , Media Audit, Media auditing is the practice of checking that the media that a client has bought is in the right, places, at competitive prices. Being in the ‘right places’ is critical here: firstly, the audit has to, establish that the media was transmitted, and if that is so, then that its placements are appropriate, for the target audiences, environments and tasks that the advertising client needed for his, brands. To take an extreme example, there is little point in advertising denture fixative in a kids’, TV programme, however cheaply the airtime in that programme has been bought., Why media audit?, Media is typically the single largest line-item in the marketing budget (the making of the ad, itself is typically about a sixth of the size of the media spend). For some organizations, media, space or time (ie airtime on the TV or radio) is actually the single biggest purchase they make, – ahead of any single raw materials cost. Because the sums involved are large, and because they, can be cost-controlled via a media audit, it is simply good business practice., Who uses media auditing?, In some markets, it is easier to answer who doesn’t! Most major advertisers use media auditors, in markets where developed solutions are possible. Most of the Ad-Age Global. At the basic, level, media audits help marketers to check media rates they’re paying vis a vis the competition., At a tactical level, media audits can report on the efficacy of media plans for a given time, period. This includes suggesting alternate media options available to replace / supplement the, existing mix. And finally at a process level, media audits can track processes deployed at the, marketer’s end and map them vis a vis “best practices” in the industry, minimizing., Thus, a media audit can be seen as a periodic review of the constantly evolving media scene, from the advertiser's viewpoint., Scope of Media Audit, An independent media audit team acts as independent consultant to brand marketers., To assess whether the marketer’s media agency & their offering are aligned to the business, needs of the client. In order to that a media audit team provides the following services:, • Process Audit, • Planning Audit with New Media Options, • Buying Audit, Thus Media Audit scrutinizes processes of media buying, scheduling, planning, rates across, media and compares it with a benchmark. Media Audit essentially examines whether client got, what it ordered, and if you they are paying for what they intended., There is various aspect of Media audit., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 9

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a. Financial Audit: This audit essentially examines whether client got what it ordered,, and if they are paying for what was intended. Another aspect of financial audit is the, payment. Client pays Media Buying Agency (MBA), who in turn pays the media, supplier. Did client money reach them, and did it reach on the due date? That involves, reconciliation between what client paid for and where it went. Apart from this, there is, also a need to check if the authority is being exercised correctly., b. 'Return of rebates and discounts': The second type of audit is what is called 'return, of rebates and discounts', which some media owners give the MBA directly for space, or airtime bookings in excess of a certain volume. So MBAs push advertisers to spend, on a given medium or channel to gain volumes, and thus rebates. It is called agency, volume discount. Advertisers would want that discount passed back to them, in, proportion to their spends., c. critique: The third aspect media audit is a critique on the way media planning has, been done by the agency. Media audit examine if where client advertised was, correctly optimized, both in terms of cost and in terms of thinking. A critique can,, therefore, go into the kind of media chosen and then make qualitative assessments, and comments. The media auditor audits the media plan to examine if the plan was, fair and optimum., , NCCS Grid, New Consumer Classification System (NCCS) is the new tool for classifying consumers in, India. The methodology is used by the Broadcast Audience Research Council in TV audience, measurement system., It was almost three decades ago that socio-economic classification (SEC) was introduced in the, country to classify consumers into different groups. Over time, flaws were noticed in the, system. That's when the industry decided to revise the consumer classification system and, introduce the New Consumer Classification System (NCCS), which, in many ways, is better, than the SEC., What is NCCS? NCCS is used to classify households in India. It was co-developed by Market, Research Society of India (MRSI) and Media Research Users Council (MRUC) and classifies, households on two variables:, i., education of the chief wage earner and, ii., The 11 consumer durables owned by the household from a predefined list., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 10

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What are the 11 consumer durables listed in NCCS? Why only these 11?, The 11 durables (as on date) are Electricity Connection, Ceiling Fan, Gas Stove, Refrigerator,, Two Wheeler, Washing Machine, Colour TV, Computer, Four-wheeler, Air Conditioner and, Agricultural land (in rural areas). Research showed that it is an adequate classification. This list, will be relooked after a certain period of time., The 11 shortlisted durables were identified as the best discriminators of the ‘purchasing power’, of a household after evaluating the series of variables,, Why is it used?, NCCS is used to discriminate between households and define the entire consumer behaviour, of a household - what will his family aspire for, gender ratio or life expectancy of a family, member. It is used by IRS and will even be used in the soon-to-be-launched TV ratings, methodology from BARC. It is similar to SEC but here, the attempt is to understand the, behavioural variables of a consumer as well., How is the data for NCCS collected?, The IRS is the primary source of information about the dispersion of NCCS segments in, different geographical units, from individual metros and Class I towns to village classes taken, as groups at a state, socio-cultural region (SCR) or district level., Marketers and researchers need to project their research findings back to the population of the, geographic unit they are investigating. To enable this, they must incorporate the entire NCCS, module into their research questionnaire and classify the output within the NCCS framework., This is not discretionary any more as the MRSI mandates incorporation of the module into all, studies conducted by its members. As more and more commercial market research uses, NCCS and projects study results to populations, it will test the robustness and predictive, power of the system. A classification system will only succeed if it is consistently able to, produce reliable projections and predictions., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 11

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MODULE II, Negotiation skills in Media Buying, What is Negotiation?, Negotiation is a method by which people settle differences. It is a process by which, compromise or agreement is reached while avoiding argument and dispute. In any, disagreement, individuals understandably aim to achieve the best possible outcome for their, position (or perhaps an organisation they represent). However, the principles of fairness,, seeking mutual benefit and maintaining a relationship are the keys to a successful outcome., Specific forms of negotiation are used in many situations: international affairs, the legal, system, government, industrial disputes or domestic relationships as examples. However,, general negotiation skills can be learned and applied in a wide range of activities. Negotiation, skills can be of great benefit in resolving any differences that arise between you and others., •, •, , Negotiation is a method by which people settle differences. It is a process by which, compromise or agreement is reached while avoiding argument and dispute., Negotiation skills can be of great benefit in resolving any differences that arise, between you and others., , Stages of Negotiation, In order to achieve a desirable outcome, it may be useful to follow a structured approach to, negotiation. For example, in a work situation a meeting may need to be arranged in which all, parties involved can come together., The process of negotiation includes the following stages:, 1. Preparation, 2. Discussion, 3. Clarification of goals, 4. Negotiate towards a Win-Win outcome, 5. Agreement, 6. Implementation of a course of action, 1. Preparation: Before any negotiation takes place, a decision needs to be taken as to, when and where a meeting will take place to discuss the problem and who will, attend. Setting a limited time-scale can also be helpful to prevent the disagreement, continuing. This stage involves ensuring all the pertinent facts of the situation are, known in order to clarify your own position. In the work example above, this would, include knowing the ‘rules’ of your organisation, to whom help is given, when help is, not felt appropriate and the grounds for such refusals. Your organization may well, have policies to which you can refer in preparation for the negotiation. Undertaking, preparation before discussing the disagreement will help to avoid further conflict and, unnecessarily wasting time during the meeting., 2. Discussion: During this stage, individuals or members of each side put forward the, case as they see it, i.e. their understanding of the situation. Key skills during this stage, include questioning, listening and clarifying.Sometimes it is helpful to take notes, during the discussion stage to record all points put forward in case there is need for, further clarification. It is extremely important to listen, as when disagreement takes, place it is easy to make the mistake of saying too much and listening too little. Each, side should have an equal opportunity to present their case., 3. Clarifying Goals: From the discussion, the goals, interests and viewpoints of both, sides of the disagreement need to be clarified. It is helpful to list these factors in order, of priority. Through this clarification it is often possible to identify or establish some, common ground. Clarification is an essential part of the negotiation process, without, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 12

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it misunderstandings are likely to occur which may cause problems and barriers to, reaching a beneficial outcome., 4. Negotiate Towards a Win-Win Outcome: This stage focuses on what is termed a, 'win-win' outcome where both sides feel they have gained something positive through, the process of negotiation and both sides feel their point of view has been taken into, consideration. A win-win outcome is usually the best result. Although this may not, always be possible, through negotiation, it should be the ultimate goal. Suggestions of, alternative strategies and compromises need to be considered at this point., Compromises are often positive alternatives which can often achieve greater benefit, for all concerned compared to holding to the original positions., 5. Agreement: Agreement can be achieved once understanding of both sides’, viewpoints and interests have been considered. It is essential to for everybody, involved to keep an open mind in order to achieve an acceptable solution. Any, agreement needs to be made perfectly clear so that both sides know what has been, decided., 6. Implementing a Course of Action: From the agreement, a course of action has to be, implemented to carry through the decision., , Six Successful Strategies for Negotiation, , •, •, , When doing business we don’t have a choice as to whether or not we negotiate. The only choice, we have is how well we negotiate. We all go through some sort of negotiation each day. We, promote products, services, thoughts: supervisors use negotiating skills to motivate employees,, set budgets and timelines, employees negotiate for promotions and raises, parents negotiate, with their children to clean up and spouses negotiate each time they decide how to manage their, time or finances., Here are six important strategies that may be used for negotiations in business but pertain, especially to the negotiating process:, 1. The negotiating process is continual, not an individual event. Good negotiating, outcomes are a result of good relationships and relationships must be developed over, time. Because of that, good negotiators are constantly looking for opportunities to enhance the, relationship and strengthen their position. In some cases, the result of the negotiation is, determined even before the individuals meet for discussion., 2. Think positive. Many negotiators underestimate themselves because they don’t perceive, the power they have inside of themselves accurately. In most negotiating situations, you have, more power than you think. You must believe that the other party needs what you bring to the, table as much as you want the negotiation to be a success. Also, be sure that that positivity is, visible during the negotiation. Be aware of the tone of your voice and non-verbal body, language while interacting with the other party., 3. Prepare. Information is crucial for negotiation. Research the history, past problems or any, sensitive points of the other party. The more knowledge you have about the situation of the, other party, the better position you’ll be in to negotiate. The most important part of preparation, is Practice! The study of negotiation is like golf or karate. You have to practice to execute, well., 4. Think about the best & worst outcome before the negotiations begin. Don’t be upset if, things don’t go your way. In these instances, it’s a good time to reevaluate all positions and, return to the table. In most cases, as long as you know the highest and lowest expectations of, each party a middle ground can usually be reached in the overlapping areas., 5. Be articulate & build value. This is key, and it’s what separates the good negotiators from, the masters. When you have a strong belief in what you’re negotiating for, you will, shine. Become a master at presenting your thoughts and ideas so that others see the value., A tip on how to do that well:, Be direct when presenting a situation. Be clear about what is expected. Discuss ways to apply, how it can happen., Don’t simply talk about what needs to happen. Discuss the consequences – how your solution, will be beneficial to the other party., 6. Give & Take. When a person gives something up or concedes on part of a negotiation,, always make sure to get something in return. Otherwise, you’re conditioning the other party to, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 13

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ask for more while reducing your position and value. Maintaining a balance will establish that, both parties are equal., Central to the art and science of persuasion understands three goals for which everyone is, aiming. The art and science of persuasion is often discussed as though changing people’s minds, is about using the right arguments, the right tone of voice or the right negotiation tactic., But effective influence and persuasion isn’t just about patter, body language or other, techniques, it’s also about understanding people’s motivations., In the scrabble to explain technique, it’s easy to forget that there are certain universal goals of, which, at least some of the time, we are barely aware. Influence and persuasion attempts must, tap into these to really gain traction., , MAIN NEGOTIATION STRATEGIES, 1., 2., 3., 4., , Avoıdance strategy, Competıtıve strategy, Collaboratıve strategy, Accommodatıve strategy, , 15, , 17, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 14

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1. Avoidance Strategy:, The decision to negotiate is closely related to the desirability of available alternatives., Alternatives are the outcomes that can be achieved if negotiations don’t work out. Avoidance, may be appropriate when the negotiator is responsible for developing others into becoming, better negotiators., 2. Competıtıve strategy: Distributive Bargainingng, Win-Lose Bargaining (I win, you, lose). Zero-sum game: whatever extent one party wins something, the other party losses., Distributive Bargaining refers to the process of dividing or distributing scarce, resources Two parties have different but interdependent goals. There is a clear conflict of, interests, 3. Collaborative strategy :Integrative Bargaining , Win-Win Bargaining (I win, you win), Positive-sum situations are those where each party gains without a corresponding loss for, the other party., 4. Accommodatıve strategy Win-lose strategy (I lose, you win), The negotiator wants to let the other win, keep the other happy, or not to endanger the, relationship by pushing hard to achieve some goal on the substantive issues., Accommodative Strategy is often used, when the primary goal of the exchange is to, build or strengthen the relationship and the negotiator is willing to sacrifice the outcome., If the negotiator expects the relationship to extend past a single negotiation episode., , Six Principles of Influence, 1. Principle #1: Reciprocation: Reciprocation recognizes that people feel indebted to, those who do something for them or give them a gift. For marketers, the implication is, you have to go first. Give something: give information, give free samples, give a, positive experience to people and they will want to give. you something in return. The, reciprocation principle explains why free samples can be so effective. People who, receive a free, unexpected gift are more likely to listen to a product’s features, donate, to a cause, or tip a waitress more money. The gifts do not have to be expensive or even, material; information and favors can work., 2. Principle #2: Social Proof: When people are uncertain about a course of action, they, tend to look to those around them to guide their decisions and actions. They especially, want to know what everyone else is doing –especially their peers. “Laugh tracks on, comedy shows exist for this very reason,” Testimonials from satisfied customers show, your target audience that people who are similar to them have enjoyed your product or, service. They’ll be more likely to become customers themselves. A similar principle, applies to television commercials that say: “If our lines are busy, please call again.”, Instead of saying “Operators are standing by.” The first response implies that other, people like your offer so much that the phone lines are busy, which may persuade others, to act similarly., 3. Principle #3: Commitment and Consistency: People do not like to back out of deals., We’re more likely to do something after we’ve agreed to it verbally or in writing., People strive for consistency in their commitments. They also prefer to follow preexisting attitudes, values and actions. People want to be both consistent and true to their, word. Getting customers or co-workers to publicly commit to something makes them, more likely to follow through with an action or a purchase. Ask your team members if, they’ll support your next initiative and say why. Getting people to answer ‘yes’ makes, them more powerfully committed to an action. For instance, don’t tell people: “Please, call if you have to cancel.” Asking “Will you please call if you have to cancel?” gets, customers to say yes, and measurably increases their response rates. Age matters: The, older we get, the more we value consistency. And that makes it harder for older people, to make a change. Researcher Stephanie Brown co-authored a 2005 study titled, “Evidence of a positive relationship between age and preference for consistency,”, published in the Journal of Research in Personality. The study confirmed the belief that, older people become “set in their ways.” The solution? Praise them for making good, past decisions, based on the information they had at the time. Then find ways to stress, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 15

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the consistent values connecting old actions and purchases with values underlying any, new actions or purchases., 4. Principle #4: Liking: “People prefer to say ‘yes’ to those they know and like,”. People, are also more likely to favor those who are physically attractive, similar to themselves,, or who give them compliments. Even something as ‘random’ as having the same name, as your prospects can increase your chances of making a sale. “One of the things that, marketers can do is honestly report on the extent to which the product or service – or, the people who are providing the product or service – are similar to the audience and, know the audience’s challenges, preferences and so on. So, for instance, sales people, could improve their chances of making a sale by becoming more knowledgeable about, their prospects’ existing preferences., 5. Principle #5: Authority: People respect authority. They want to follow the lead of real, experts. Business titles, impressive clothing, and even driving an expensive, highperforming automobile are proven factors in lending credibility to any individual., Giving the appearance of authority actually increases the likelihood that others will, comply with requests – even if their authority is illegitimate. When people are, uncertain, they look outside themselves for information to guide their decisions. Given, the incredible influence of authority figures, it would be wise to incorporate, testimonials from legitimate, recognized authorities to help persuade prospects to, respond or make purchases., 6. Principle #6: Scarcity: In fundamental economic theory, scarcity relates to supply and, demand. Basically, the less there is of something, the more valuable it is. The more rare, and uncommon a thing, the more people want it. Familiar examples are frenzies over, the latest holiday toy or urban campers waiting overnight to pounce on the latest, iPhone. “The tendency to be more sensitive to possible losses than to possible gains is, one of the best-supported findings in social science.” Therefore, it may be worthwhile, to switch your advertising campaign’s message from your product’s benefits to, emphasizing the potential for a wasted opportunity: - “Don’t miss this chance…” “Here’s what you’ll miss out on…” In any case, if your product or service is genuinely, unique, be sure to emphasize its unique qualities to increase the perception of its, scarcity., , MODULE III, MEDIA PLANNING PROCESS, These steps are essentially the same as those presented in the decision sequence model, presented in Chapter 1, except now they are involved directly with media decisions. These steps, include: market analysis, establishment of media objectives, media strategy development and, implementation, and evaluation and follow-up. Media planning is the process of designing a, course of action that shows how advertising space and time will be used to contribute to the, achievement of the marketing and advertising objectives., The media plan is created by the media planner from information about the market and, prospective customers. Media decisions are primarily based on the creative strategy established, for the campaign and the characteristics of the target market. Through market research, facts, about the target market are accumulated and generalized into a consumer profile. This along, with the basic copy strategy and copy requirements is analysed by the media planner, taking, into account the size of the advertising budget., This analysis is followed by matching the audience characteristics of various media with the, consumer profile and by evaluating the adaptability of the physical format of the media to copy, requirements. Finally, through the exercise of judgment concerning dimensions of coverage,, reach, frequency, continuity, ad size... the media plan emerges., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 16

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With all the advertising decision making the ultimate responsibility for choosing media rests, with the advertising/ brand manager., , The Media Planning Steps:, The process of developing the media plan involves a series of steps. These steps includes five, steps as under:, There are 6 steps in the Media planning process:, Steps in Development of Media Plan, 1., 2., 3., 4., 5., 6., , Market analysis, Media objectives, Media strategies, Selecting Media Mix, Budget and Media Buying, Evaluation and follow up, , 1. Market Analysis:, Every media plan begins with the 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:, • Who is the target audience?, • What internal and external factors may influence the media plan?, • Where and when to focus the advertising efforts?, 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., 2. Establishing Media Objective, Media objectives describes what you want the media plan to accomplish. There are five key, media objectives that a advertiser or media planner has to consider - reach, frequency,, continuity, cost, and weight., a. 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., b. 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., c. 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., d. Cost - It refers to the cost of different media, e. Weight - Weight refers to total advertising required during a particular period., 3. Determining Media Strategies: It describes how the advertiser will achieve the stated media, objectives., Media strategy is determined considering the following:, a. Media Mix - From the wide variety of media vehicles, the advertiser can employ one, vehicle or a mix suitable vehicles., b. Target Market, c. Scheduling - It shows the number of advertisements, size of advertisements, and time, on which advertisements to appear., • Seasonal Pulse: Seasonal products like cold creams follows this scheduling., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 17

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•, , Steady Pulse: According to this scheduling one ad is shown over a period of, time, say one ad per week or one ad per month., • Periodic Pulse: A regular pattern is followed in such scheduling, as in case of, consumer durable, and non-durable., • Erratic Pulse: No regular pattern is followed in such scheduling., • Start-up Pulse: Such scheduling is followed during a new campaign or a launch, of a new product., • Promotional Pulse: It is for short time, only for a promotional period., d. 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., e. Flexibility - An effective media strategy requires a degree of flexibility., f. Budget Considerations - In determining media strategy cost must be estimated and, budget must be considered., g. Media Selection - It covers two broad decisions - selection of media class, and, selection of media vehicle within media class., 4. Selecting Media Mix: Media mix means the advertising strategy encompasses the use of, more than one type of advertising media to get its message across the target audience. A, combination of media types is known as the media mix. No advertiser can rely only on one, medium to reach his audience. Even a small advertiser having a small media budget has, thousands of media from which to choose. A typical media mix for consumer products, such, as a soft drink, will include television, outdoor, POP and even the print media. this, combination plays a crucial role in reaching the maximum number of consumers at the, minimum cost. Once a media plan is ready, the decision is to be made about the media mix., Selecting the media mix involves several considerations., , 5. Budget and Media Buying: Budget Allocations: classifies spending my medium, region,, and time of year, Media Buying, a. Occurs once plan is approved, b. Buyers work with media representatives to negotiate final prices for the various, activities, Competitive Strategies and Budget Considerations: Advertisers always consider what, competitors are doing, particularly those that have larger advertising budgets. This will, affect the media, mechanics, and methodology elements of the media mix. It sometimes, makes sense to use media similar to the competition's if the target audiences are the same, or if competitors are not using their media effectively. Media planner should analyze the, company’s “share of voice” in the market place., , 6. Evaluation and Follow-up: 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?, , DETAILS OF MEDIA PLANNING PROCESS:, Step 1: Market analysis and Target market analysis:, The goal of a market analysis is to determine the attractiveness of a market and to understand, its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm., Detailed situation analysis is done find out the following information:, David A. Aaker outlined the following dimensions of a market analysis:, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 18

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•, , 1. Market size (current and future), 2. Market growth rate, 3. Market profitability, 4. Industry cost structure, 5. Distribution channels, 6. Market trends, 7. Key success factors, 8. Market Size, , Step 2: Setting media objectives:, Media Objective:, Media objective Outline what the media plan is expected to accomplish. Because the media, objectives tell what is to be accomplished, they do not mention specific media selection yet., Media selection is at the strategy level; objectives deal only with what is to be done. E.g. Use, media that will provide broad national coverage to support national sales and distribution., Basic Goals for Media Objectives, 1. Connection: the right media with the intended target audience (challenge is there is a, lack of reliable research on the new media and sometimes there isn’t a perfect vehicle, to reach the target audience)., 2. Reach and Geography: which areas do you want to cover, national, regional, local or, a combination?, 3. Timing: tries to answer the question, “When is the best time to place a message before, the target audience?” Timing decisions relate to factors such as seasonality, holidays,, days of the week, and time of day., 4. Frequency and Duration: How long to advertise? The length depends on a number of, factors: the advertising budget; target audience use cycles (the time between purchase, and repurchase); and competitors advertising campaigns. The object is to find media, where the advertiser’s voice is not drowned out by competitor’s voices - share of voice., 5. Size, length or position of ad: what has greater stopping power gets the message, across the best and is affordable for the duration we need?, There are broadly five elements in media objective statements:, a. Target Audience, b. Reach, c. Frequency, d. Message Weight, e. Message Distribution, a. Target Audience: who to reach, Which is the audience for our product? This happens to be the most important consideration in, the media decisions. The media planner first examines their market plans and advertising plans., These provide them details about the audience in terms of age, religion, sex, education – these, are demographic characteristics., It can be describe in terms of their income and occupation. Audience can also be described in, psychographics terms – activities, interest, and opinions forming a life style, personality traits,, and brand preferences. After having a complete picture of our target audience, media planner, undertakes the study of the media’s readership in terms of demographic, economic and, psychographics terms., Agencies conduct their own media research. Even media itself provides a demographic profile, of their readers. There are readership surveys to guide us. Media Planner has to select those, media vehicles whose demographic profile matches the target audience of product. First they, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 19

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target product to a segment of the market. Then they have to select that media vehicle which, reaches this segment., b. Reach, Reach indicates a percentage of target audience who is exposed at least once in a given period, to a particular media vehicle. It does not matter how many times they actually see or hear the, ad message., Thus Reach is the percentage of an audience that has had the opportunity to be exposed to a, media vehicle within a specified period., Def: The net unduplicated number of people that the plan covers at least once in the defined, period, , Reach, 1. The % of target audience who saw a particular content on TV (ad, channel,, day-part, programme) atleast once during a specified campaign period, 2. Reach is always unduplicated, 3. Reach is usually measured over the activity period (one week, 4 weeks, 6, weeks, etc), , - Doesn’t, , Watch TV, , • Total number of people available, - 10, • People that watch TV for at least a min - 6, • Hence, Reach, = 6/10 = 60%, , Thus Reach can be defined as the total number of different people (or households) exposed to, the advertising schedule during a specified time, Reach can be expressed as either a percentage or as a raw number., e.g. reach at least 70% of target audiences during time that computer buying is at its highest., Effective reach is an extension of target marketing and is defined as the percentage of an, audience that is exposed to a certain number of messages or has achieved a specific level of, awareness. The Effective reach describes the quality of the exposure, measuring the number or, percent-age of the audience who receive enough exposures to truly receive the message. Some, researchers maintain three OTSs over a four-week period., Determinants of Effective Reach, 1., More prospective customers are reached by a media schedule using multiple media, rather than a single medium., a. To determine effective reach, the media planner must think, about the core audience, second tier prospects, third tier, prospects, etc., b. Another influencing factor is the number and diversity of, media vehicles used, c. Reach can be increased by diversifying the day parts used to, advertise., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 20

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c. Frequency, Frequency refers to the number of times the receiver is exposed to the media vehicle. Also, Frequency refers to the number of exposures to the same message that each household, supposedly receives. Frequency is important because repetition is the key to memory., Average frequency: gives the average number of times people or households in our target, audience are exposed to a media vehicle., Average frequency means that the average household is exposed to the message (x.) times., Since frequency may differ for different set of households the average frequency is, Average frequency = total exposure for all households, Reach, , 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 consumer’s buyer, / purchasing behaviour. Thus Effective Frequency is the average number of times a person must, see or hear a message before it becomes effective (between a minimum level that achieves, awareness and a maximum level that becomes overexposure that leads to “wear out” and, irritates customers)., , 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., i., ii., iii., , 1st time: Startle or provide the message that this communication has something to say, 2nd time: Recognise communication, 3rd time: Comfort, familiarity & acceptance, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 21

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Average Frequency = Total Number of Exposures, Total Audience Reach, If 1500 people in the target audience tune in an FM radio programme 3 times during a four, week period, and 1500 people tune in 6 times, the calculation would be Total Number of, exposures = (1500 x 3) + (1500 x 6), = 13,500, Total audience reach = 1500 + 1500, = 3000, Average frequency, = 13500 = 4.5, 3000, In our example, we reach 3000 people 4 ½ times on an average. It does not necessarily mean, that everyone has 4.5 exposures. It is just an average. Generally, a single exposure may not, work either in creating an awareness or provoking someone to buy., Continuity: refers to the duration of an advertising message or campaign over a given period, of time. While frequency is important to “create” memory, continuity is important to “sustain”, it., , High frequency is required:, 1., 2., 3., 4., 5., , When the message is not easy to remember, When the direct order from people is desired as a result of a given advertisement, When competitor is using higher frequency to reach the same segment of the market ., When product or brand differentiation is low from that of competitor, When a reaction is desired within a limited time period, , Conventional wisdom considers effective frequency to be three or more opportunities-to-see, (OTS) over a four-week period, but no magic number works for every commercial and every, product. The concepts of effective reach and frequency are controversial, but virtually all, agencies use them. Most studies of the advertising response curve indicate that incremental, response to advertising actually diminishes — rather than builds — with repeated exposures., The optimal frequency concept moves the focus of media planning from exposure effectiveness, to effective exposures per dollar., d. Message Weight:, Message weight: media planners often define media objective by the schedule's message, weight, the total size of the audience for a set of ads or an entire campaign. Message weight, can be expressed as:, 1., Advertising impression or OTS: possible exposure of the advertising message to one, audience member, sometimes called an opportunity to see (OTS). OTS is measuring, the strength of the medium/its efficiency at reaching and conveying a message to, consumers., The number of times a specific advertisement is delivered to a potential customer., The term, "Opportunities to see", is used to clarify that all reported audiences are not, the same. In magazines, a reader has recognized the magazine and some editorial to, prove that they read the magazine. In local TV, viewers watched five minutes out of, the quarter-hour in which the ad ran -- these are not necessarily comparable measures, of audience. Media planners/analysts will often then adjust the OTC by some noticing, adjustment: what percentage of each vehicle is actually likely to notice the ad. OTS, clarifies that no further adjustment has been made to the gross audience estimates, that, it is the number of people who have read the magazine not the number who read a, particular ad., An OTC is generated every time someone picks up a copy, and that can be more than, 10 times the circulation., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 22

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2., , Gross Impressions: the total number of potential exposures (audience size by the, number of times the ad message is used during a period). As gross impressions are, often expressed in millions and are awkward to handle, media planners prefer to use, percentages — or a rating, for example, a rating of TV households is the percentage of, homes exposed to an ad medium. A rating of 20=20% of the households with TV sets;, television households, or (TVHH)., Each exposure is counted as one impression., E.g. suppose an advertiser puts advertisements on a programme of a TV channel viewed, five times by 6000 people in the target audience and seven times by 6000 people in a, four week period. Also suppose during the same four week period, the ad is put another, programme of a second TV channel viewed 3 times by 3000 people in the target, audience, the gross impressions would be:, Gross impression = (6000 x 5) + (6000 x 7) + (3000 x 3) = 81000, , 3., , Gross Rating Points (GRPs) and Gross Viewership per thousand (GVT):, In advertising, a gross rating point (GRP) or Gross Viewership in thousand (GVT), is a measure of the size of an advertising campaign by a specific medium or schedule., It does not measure the size of the audience reached., The total weight of a specific media schedule, computed by multiplying the reach,, expressed as a percentage of the population, by the average frequency. GRP or GVT if, the sum of all rating points delivered by the media vehicles carrying an advertisement, or campaign., Thus Gross Rating Points (GRPs) equal Reach times Frequency, expressed as a, percentage., Whereas Gross Viewership in thousand (GVT) equal Reach times Frequency,, expressed as per thousand., GRPs or GVTs measure the total of all Rating Points during an advertising campaign., A Rating Point is one percent of the potential audience. For example, if 25 percent of, all targeted televisions are tuned to a show that contains your commercial, you have 25, Rating Points. Media planners calculate total Reach, average Frequency, and GRPs as, part of the planning of a campaign. The goal is to obtain the highest possible GRPs at, the lowest possible cost, while remaining focused on the target market. After the, campaign, you can calculate actual Reach x Frequency = GRPs to produce a permanent, record., , The Simple Formula to Calculate GRPs, Gross Rating Points (GRPs) = Reach % x Frequency, Print example, 50 reach X 5 insertions = 250 GRPs, Broadcast example, 6 (rating) X 5 (frequency) = 30 GRPs, , The Simple Formula to Calculate GVT, GVT = Reach (000s) x Frequency, , 5. Message Distribution:, Message-distribution objectives define where, when, and how often advertising should appear., To answer these questions, a media planner must understand the following:, i., Audience size – simply the number of people in the medium's audience. In print media,, for example, Audit Bureau of Circulation actually counts and verifies the number of, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 23

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ii., , subscribers (circulation) and multiplies by the number of readers per copy (RPC) to, determine total audience., Recency planning is based on the belief that most advertising works by influencing, the brand choice of consumers who are actually ready to buy. This would suggest that, continuity is the most important objective., Recency theory refers to the belief that advertisements and promotions are most, effective when they air immediately prior to the time of decision, and that the influence, of ad exposure diminishes with time. Exposure to fast food ads, for example, is optimal, when it occurs just before dinnertime, and exposure to movie ads is best just prior to, the movie release., , Step 3: Media Strategy, The media strategy describes how the advertiser will achieve the stated media objectives: which, media will be used, where, how often, and when. Advertisers develop media strategies by, blending the elements of the media mix. When formulated correctly, it enables an advertiser to, rise above the clutter of ads, and stand out in the competition., Media strategy expects media planners to be creative in using the media. The use of the media, should complement and supplement each other. The ad should be consistent with the editorial, environment of the media. The placement should be strategic. The media’s creative potential is, fully used., The ad should provoke readers to look at it more than once. It should be engaging enough, say, incorporation of a crossword puzzle in the copy of the ad. We can use non-traditional media, like a Tamasha show or a magic-show. Media can be used to build credibility., Factors Influencing Media Strategy, a) Target Market Profile, b) Nature of the Message, c) Geographic Market Priorities, d) Timing of Advertising, e) Reach/Frequency/Continuity, , Media strategy has to cover decisions taken in the areas of:, a. Geographic selectivity, b. Cost efficiency of the selected media., c. Media selection, d. Scheduling of the ads, a. Geographic Selectivity:, Media strategy is based upon market coverage. If the product is marketed nationally, then media, planner will select all-India newspapers and magazines., However, if the market is limited to a particular region, then media planner selects vernacular, media popular in that region. In this way, we do not waste our resources by advertising our, product in the regions in which it is not available., Media planners have to ensure how strong a product is in a particular geographical region and, advertise more in high potential areas., Marketers may measure the sales strength in particular market by making use of two ratios –, the brand development index and the category development index., Brand Development Index: indicates the sales potential of a particular brand in a specific, market area. Its A numerical indicator of a particular brand's sales within a market relative to, all other markets in which the brand is sold., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 24

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To determine BDI, a market’s brand sales percentage is divided by the total population, percentage of that market multiplied by 100., The brand development index (BDI) measures the sales strength of a brand in a particular area., BDI = Percentage of brand’s total all – India sales in the market x 100, Percentage of total Indian population in the market, This index enables a media planner to allocate the media budget by setting his priorities., Category Development Index: indicates the sales potential of an entire product category. It’s, a numerical indicator of the relative consumption rate in a particular market for a particular, product category., To determine CDI, a market’s category sales percentage is divided by the total population, percentage of that market and multiplied by 100., It measures the sales potential of product category. Thus it takes into account the potential of, all competitors selling the same category., CDI = Percentage of product category’s total all India sales, Percentage of total Indian Population in the market, , x 100, , These numbers over 100 are considered good but comparing the BDI to the CDI provides the, most insight., Brand and Category Analysis, , Low CDI, , High CDI, , Brand and Category Analysis, High BDI, , Low BDI, , The, Themarket, marketusually, usuallyrepresents, represents, good, sales, potential, good sales potentialfor, forboth, both, , The, Theproduct, productcategory, categoryshows, shows, high, potential, but, the, brand, high potential but the brand, , the, theproduct, productand, andthe, thebrand., brand., , isn’t, isn’tdoing, doingwell;, well;the, thereason, reason, should, shouldbe, bedetermined., determined., , The, Thecategory, categoryisn’t, isn’tselling, sellingwell, well, but, butthe, thebrand, brandis;, is;may, maybe, beaa, , Both, Boththe, theproduct, productcategory, category, and, andthe, thebrand, brandare, aredoing, doing, , good, goodmarket, marketin, inwhich, whichto, to, advertise, but, should, be, advertise but should be, , poorly;, poorly;not, notlikely, likelyto, tobe, beaagood, good, place, to, advertise., place to advertise., , monitored, monitoredfor, forsales, salesdecline., decline., , b., Cost Efficiency of Media Vehicles:, Finally, media planners analyze the cost efficiency of each medium. A common term used in, media planning and buying is:, i., Cost per thousand (CPM), which is based on the medium's total audience (ad cost, divided by the number of thousands of people in the audience). However, media, planners are more interested in cost efficiency, which relates to the cost of exposing, the message to the target audience rather than to the total circulation (percentage of, total audience held by the target market times the subscriber base = the cost per, thousand to reach the targeted market). The media planner must evaluate each, medium’s advantages and disadvantages, using all the criteria to determine:, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 25

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•, •, •, , How much of each medium’s audience matches the target audience., How each medium satisfies the campaign’s objectives and strategy., How well each medium offers attention, exposure, and motivation., d., The media planner may want to calculate the cost per rating point (CPRP) or cost per, point (CCP) of different broadcast programs. This is done the same way as cost per thousand,, except you divide the cost by the rating points instead of the gross impressions., Media Scheduling, Media scheduling decisions are the decisions about the timing, continuity and size of the ads., We have to see when to advertise, for how long, and for what time period. We have to see the, size and placement of our ad., Timing: Advertising message can be timed in four ways depending upon our objectives, I. To time the message in such a way that the customers are most interested in buying that, type of a product, e.g., fridges in summer, soft drinks in summer, woolens in winter,, gift items during Deepavali., II. To time the message in such a way that it stimulates demand in the lean period, e.g.,, ice creams in winter, holiday resorts in monsoons., III. To time in such a way that it by-pass competitive campaigns, e.g., Pepsi commercials, are to be aired when there are no Coke commercials., IV. To time in such a way that the message is carried by the media when the audience is, receptive to it, e.g., household products in the afternoon slot of TV when housewives, watch TV., The importance of time element must be understood in the purchase behavior of the customer, by doing suitable research., Most Organizations Use One of These Three Scheduling Strategies, Three Scheduling Methods, 1. Continuity: Placing media throughout the year with equal weight in each month., When an ad is run in the media for a long period without any gap, we are using, continuity scheduling. It is used for those products, which are in demand round the, years. The ads are in the form of reminder., 2., Alternative to continuity is fighting: Where advertising runs for some period and, then there is a gap, and again it runs for Some period. Thus its a scheduling strategy in, which planned messages run in intermittent periods. The interval between two, advertising runs comes after a flight. The message can be schedule to correspond to, peak purchasing periods or at a time When the audience is most receptive. When we, have a media mix alternative flights are adjusted in such a way in different media that, overall continuity is achieved., 3., Pulsing is another option: A combination of flighting and continuous scheduling that, provides a "floor" of media support throughout the year with periodic increases. It, represents a consistent low-level advertising activity, and addition of pulse to make a, high-level of advertising during certain periods. A pulse is a period of intense, advertising activity. The pulses can occur at the start while launching a new product., There can a promotional pulse of one shot, e.g., financial advertising of a company’s, issue., 4., Bursting is a technique for scheduling TV ads. Here the commercial is repeated on, the same channel time and again to reinforce the message for a short period., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 26

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Most Organizations Use One of These Three, Scheduling Strategies, , Three Scheduling Methods, Continuity, Flighting, Pulsing, Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec, , Write short note on timing and duration as Media strategies:, Timing and Duration as Media strategies, Timing:, • a. Steady schedule or continuous, • b. Flight, • c. Pulse, Duration:, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 27

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•, •, •, •, •, •, •, , a. Reach, b. Frequency, c. GRP, d. CPRP, e. CPT, f. BDI, g. CDI, , c. Selecting the Media, An advertiser can choose a single medium or a mix of media to take its message to the target, audience. Media mix – a combination of several media is used when it is not possible to reach, the target audience by one single medium adequately and with a good impact. Marketers, segment a market, and a suitable media can be chosen to match a specific segment. Creative, execution becomes varied when a media mix is used. In a media mix, one medium can be used, to promote a product and the other as reminder, thus reinforcing each other. A combination, must be synergistic, where the sum total of effects is greater than the sum of individual, medium’s effect., Each media has a particular readership or viewer ship. We have to understand the size and the, characteristics of the readership or viewer ship. We have to match the target audience of our, product to the demographic characteristics of the readers/viewers of the media as far as possible., Media research helps us in this matching the product and the media. Each medium has different, alternation value. But attention given to a medium also depends upon the message and its, execution. Each medium has a motivation value whereby it stimulates readers to respond. Each, medium has its own editorial environment provided by its contents which surround the ad, This environment should be compatible with the product and its benefits. The environment, should also be consistent with the mood of the desired audience. A commercial of an air-line is, not consistent with the news of an air-crash., The audience mood is not conducive to the reception of the message. Several media provide an, environment of respectability. We have to consider the placement of the ad and the editorial, material and keep on changing the same if necessary., Our competitors also via with us for the attention of the same target audience. We must, understand their media strategy, budgets and mixes. It helps us in setting our strategy correctly., We can confront them head on. We can change the media mix. We can bypass a media selected, by them. We can change our geographic allocation., A Share of Voice is a brand's or group of brands' advertising weight expressed as a percentage, of a defined total market or market segment in a given time period. The weight is usually, defined in terms of expenditure, ratings, pages, poster sites etc., A competitor’s share of voice can be studied. It is given by:, Share of voice =, , Brand Expenditure, Product Category expenditure, , We have to decide whether we can match a competitor’s share of voice or exceed it. We can, use another medium in which there is a large share of voice for us., We should not forget that we never buy media. We only buy audiences. The client pays the, agency to buy the audience attention to his brand., Share of Mind: degree to which a particular brand is associated with the general product, category. Often a consumer will ask for a product by the specific brand name rather than the, general name- for example, a person wanting facial tissues may ask for Kleenex. When this, happens, the consumer is making a brand association., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 28

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Size and Placement, The decisions about the size of the ad and its placement are also important in scheduling. There, are several size options in print media right from a small portion of the page to a full page to, several pages., In electronic media, we have options to select commercials for various lengths of time, 10seconds, 30-seconds or 60-seconds. The size decision is based upon our objectives, the creative, execution necessary, the budget and the reach and frequency decisions., A full-page ad does not cost twice the half-page ads. It is less than that. By sacrificing the size, of the ad, we can save costs but we miss on attention. But we can buy more ads of lesser space, if we sacrifice size, and thus a higher frequency objective may be satisfied by reducing the size., The small ads can be made more effective by having suitable layouts and copy., Placement of the ads in the medium also affects the impact of the ad. Covers are the preferred, medium for their impact in magazines., The placement near important editorial matter is also preferred. Media charge slightly higher if, we specify a particular position and so we must do a proper cost-benefit analysis., d. Cost Efficiency of selected Media: The cost of advertising in various media must be, analysed properly. We have to compare the cost of different media. It helps us select the best, media to optimize our objectives., Cost per thousand (CPM) is one yard-stick to compare the costs of different media. It is the, cost of reaching a thousand persons., The formula for CPM is:, Cost per Thousand = Cost of media unit, Gross Impression, , x 1000, , To illustrate, if we take a full page ad at a price of Rs. 50000 in a magazine to reach one lac, people, our CPM would be, Cost per Thousand = 50000, x 1000, 100000, = Rs. 500, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 29

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Determining Media Cost, , Cost per thousand (CPM):, What a communication vehicle, charges to deliver a message to, 1,000 members of its audience, Used commonly for print media, Cost of ad unit X 1,000 = CPM, Circulation or audience, , How Does Cost Affect Media Selection?, , Cost of a, Full Page Ad:, Circulation:, , CPM:, , Magazine A, , Magazine B, , Rs, $20,000, 20,000, Rs, $20,000, 20,000, , Rs, $30,000, 30,000, Rs, $30,000, 30,000, , 800,000, 800,000, , 1,500,000, 1,500,000, , Rs, Rs 20,000, 20,000 xx 1,000, 1,000, 800,000, 800,000, , Rs, Rs 30,000, 30,000 xx 1,000, 1,000, 1,500,000, 1,500,000, , = Rs 25, , = Rs 20, , CPRP: Cost per rating point, The cost of reaching one percent of the target population. CPP is calculated by dividing the, cost of the schedule by the gross rating points. National and regional advertising buyers, frequently use this cost efficiency measure, since it can be applied across all media., The cost per rating point is used to estimate the cost for TV advertising on several shows., Cost per rating point = Commercial time cost, Percentage of audience, Step 4: Selecting Media Mix, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 30

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Media plan evaluation is a crucial final step to check whether the planned media. programme, conforms to the objectives as set for it. ., Selecting broad media classes, Purpose: To determine which broad class of media best fulfils the criteria. Involves comparison, and selection of broad media classes such as newspapers, magazines, radio, television, and, others. The analysis is called intermediate comparisons. Audience size is one of the major, factors used in comparing the various media classes., Selecting media within classes:, Purpose: To compare and select the best media within broad classes, again using, predetermined criteria. Involves making decisions about the following:, 1. If magazines were recommended, then which magazines?, 2. If television was recommended, then, i. Broadcast or cable television?, ii. Network or spot television?, 3. If radio or newspapers were recommended, then, a. Which markets shall be used?, b. If network, which program (s), c. If spot, which markets?, d. What criteria shall buyers use in making purchases of local, media?, What criteria shall buyers use in making purchases of local media?, a., b., c., d., e., , Media use decisions- Broadcast:, What kind of sponsorship (sole, shared, participating, or other)?, What levels of reach and frequency will be required?, Scheduling: On which days and months are commercials to appear?, Placement of spots: In programs or between programs?, , Media use decisions-Print:, a. Number of ads to appear and on which days and months., b. Placements of ads: Any preferred position within media?, c. Special treatment: Gatefolds, bleeds, color, etc., d. Desired reach or frequency levels/, Media use decisions-Other media, 1. Billboards, i. Location of markets and plan of distribution, ii. Kinds of outdoor boards to be used., 2., Direct mail or other media: Decisions peculiar to those media., , Step 5: Budget and Media Buying, Budget Allocations: classifies spending my medium, region, and time of year, Media Buying, c. Occurs once plan is approved, d. Buyers work with media representatives to negotiate final prices for the various, activities, Competitive Strategies and Budget Considerations: Advertisers always consider what, competitors are doing, particularly those that have larger advertising budgets. This will affect, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 31

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the media, mechanics, and methodology elements of the media mix. It sometimes makes sense, to use media similar to the competition's if the target audiences are the same or if competitors, are not using their media effectively. Media planner should analyze the company’s “share of, voice” in the market place., Share of voice (SOV): is the total volume of advertising a brand own in a market. SOV is, defined as an individual brand’s percent of the total spending for the category for a specific, time period. Percentage of advertising for one brand in a particular product category as, compared to other brands in the same category. If five different brand names advertise in one, product category and the percentage of advertising for one of them is 60% of the total volume, of advertising in that product category, that brand will have the greatest share of voice (in that, product category)., Share of Market: SOM is the same brand’s percent of total sales for the new category for the, same time period., Share of Voice vs. Share of Market:, Most mature markets are in a state of equilibrium where SOV and SOM do not generally, change in a major way. An individual brand is in a relative state of equilibrium when its SOV, approximates its SOM. Equilibrium exists with the competition when the primary market share, leaders stay within ten percentage points of each other’s SOV., The market leader’s SOV can be less than its SOM. However, when SOV falls, disproportionately low, the marketer is vulnerable to challenges. Decreases in SOM among, established brands (those with at least 13% SOM) start to occur when a brand’s SOV, consistently drops below its SOM by 4% or more. Smart marketers investment spend (SOV, slightly exceeds SOM) to some degree to deter attack. To show major gains in SOM, you must, create or exploit disequilibrium …using advertising spending as an offensive weapon, based, upon an analysis of the competitive situation., To show increases in SOM, SOV must be double that of the leader for approximately 18, months and should equal approximately 25% of the total spending for the category. To gain, SOM, it is best to target markets or products where competition is under spending (not, protecting their SOM.) Marketers must resist the lure of cutting ad spending to generate, short-term profits. Cutting spending too much means you lose the competitive war., , Role of Media Buyer, 1. Provide inside information to the media, planner, 2. Selecting the media vehicle, 3. Negotiating the price, 4. Monitoring the Media vehicle, 5. Post campaign evaluation, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 32

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Media buyers work in advertising and media agencies negotiating, purchasing and monitoring, media space on behalf of their clients. They aim to reach the highest number of people in the, target audience at the lowest possible cost., Chosen media may include newspapers, magazines, posters, internet, television and cinema., Media buyers work across a range of media or specialise in one particular area. They often work, on more than one client account at a time., In some full service agencies, offering both creative and media, the role of media buyer is often, combined with media planner., Typical work activities, Media buyers work closely with media planners. Media buying and planning activities may be, combined in one role, particularly at the early stages of a career., Typical work activities of Media buyers include:, • working on a range of client accounts at the same time, often juggling various projects, and deadlines;, • identifying the target audience for a particular media campaign and deciding how best, to communicate to that audience;, • keeping up to date with industry research figures, including distribution figures, (newspapers and magazines) and audience figures (TV and radio);, • monitoring buying strategies;, • liaising and building relationships with clients and media sales companies;, • negotiating with media sales companies to obtain the best rates and most appropriate, media spaces in online, broadcast and print advertising;, • liaising with media sales people to adjust media schedules in response to audience, figures;, • booking individual media spots, pages, posters, internet banners, broadcast adverts,, etc.;, • ensuring that the adverts run accurately so the desired media message is seen and heard, by consumers;, • client reporting and budget management, including preparing costings for clients and, producing spending updates throughout the campaign;, • collecting and analysing sales and consumer data;, • undertaking research using a wide range of specialist media resources;, • monitoring the effectiveness of the campaign - this data may also be used to monitor, future campaigns;, • supporting the media manager and other colleagues., , Step 6: Evaluation, Media plan evaluation is a crucial final step to check whether the planned media. Programme, conforms to the objectives as set for it. ., , The Media Mix, Media mix means the advertising strategy encompasses the use of more than one type of, advertising media to get its message across the target audience. A combination of media types, is known as the media mix. No advertiser can rely only on one medium to reach his audience., Even a small advertiser having a small media budget has thousands of media from which to, choose. A typical media mix for consumer products, such as a soft drink, will include television,, outdoor, POP and even the print media. this combination plays a crucial role in reaching the, maximum number of consumers at the minimum cost., Once a media plan is ready, the decision is to be made about the media mix. Selecting the media, mix involves several considerations., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 33

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Factors considered while selecting a media mix, The media plan which is derived from the marketing and advertising plan has set a broad, framework for media decisions. The execution of this plan depends upon the following, considerations:, a. Budget: A choice of media will depend to a large extent upon the size of the advertising, budget. Certain media types may be too expensive for the funds available. For example:, the cost of national transmission over Doordarshan may be too high for an advertiser., The cost of maintaining a neon sign cannot be afforded by small budget advertisers., b. Competitor’s Strategy: Media decisions of one advertiser are influenced by the, competitor’s strategy. Some years ago only large advertisers used television in India., But with the runaway success of Nirma detergent, manufacturers large or small used, television to gain maximum exposure, with the hope of creating another success story., An advertiser tries to reach the same audience as its competitors. He may also attempt, to find specific target groups not reached by his competitors. In both these cases he, considers his competitor’s strategy before deciding his media mix., c. Frequency v/s Reach. As explained in the earlier section, frequency and reach are, important considerations in the media plan. Frequency refers to the number of times, the advertiser reaches the same person, while reach refers to the total number of people, covered. The greater the frequency with which you reach the same person through, media selection, smaller the reach will be and vice –versa (assuming a limitation in the, size of the budget). An advertiser will need to know the quantitative data about media, audience in order to make more accurate frequency and reach decisions., d. For example: If an advertiser uses radio, he may be able to afford to broadcast the, advertising jingle every 30 minutes, and this increases the frequency of the radio, listeners exposure to the advertised message. But the reach of this message is limited, and will not cover those who are not listening to the radio. With the same budget, the, advertiser can buy less radio time, place a few insertions in the print media and buy, some television time. This combination will reduce the frequency at which an, individual consumer is exposed to the advertised message but will increase its reach., Thus, there is always a trade-off between these two considerations., e. Increasing distributors’ support: Although consumer media are selected primarily to, affect the consumer, the impact of media upon distribution channels, that is the, middlemen, is also important. Effective use of advertising media lends support to the, middlemen’s selling efforts. Middlemen are more likely to support a brand that has, greater exposure in the local media. Retailer sometimes runs their own tie-in, advertising along with the producer’s advertisement, in the same media., f. Continuity: A decision must be made about how long an advertisement campaign, should be run on one media. There is a cumulative advantage from continuity, as a, greater audience will be reached in Terms of both frequency and coverage by, advertisements continually placed in one medium. The same medium will have some, new audience. For products such as toothpaste, soaps, that are frequently re-purchased,, continuity is a more important consideration. But products that are purchased, infrequently may find it more suitable to use a variety of media in order to reach varied, audience. For example: the ads of Sintex water tanks., g. Flexibility: The ability of the media to adapt to changing and specific needs of, advertisers is flexibility. Certain media allows such flexibility with respect to the, advertised message, the geographical coverage and the ad budget For example: the, times of India group of publication may offer advertisers the flexibility of placing ads, in different editions of the paper. So if, for instance, Parle’s find that competitive, activity has increased in Delhi, it may use the Delhi edition of Times of India to combat, competitor’s activity., h. Franchise Position: Advertisers using a particular medium over a period of time may, enjoy special franchise positions. Special page positions in magazines and newspapers, may be reserved for them. For example: The back page of Business India may be, booked by Bajaj Auto while the inside back cover of India Today may be booked on a, long term basis by Wills Filter Cigarettes., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 34

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i., j., , k., , l., , m., , n., , o., , p., , q., , r., , Standard of Acceptance and Codes of Ethics: Most media vehicles have codes of, ethics that set the standards of acceptance., Cost per Thousand: This is the most important consideration while making media, decisions. Although the cost is considered while fixing the budget, the concept of cost, per thousand is the accepted norm for measuring the media effectiveness. The formula, for computing cost per thousand is equal to Price of the medium to the, advertiser/Delivered audience (in thousands)., This formula has certain limitations. The delivered audience may not be the same as, the prospective customers. Adjustments to arrive at the prospective customers are, possible but this is not always easy to compute. Secondly, there is no data available to, find out whether the delivered audience has actually seen or heard the advertised, message., Creative considerations: Creative considerations such as the quality of reproduction,, the colour effect, special effects, have to be considered. The medium must be, appropriate for the ad message. For example: The ads for ice cream would be, reproduced better in colour and therefore black and white newsprint is not appropriate., Media decisions have to be made in consultation with the creative team that has actually, produced the ad. Within the medium selected, decisions related to unit buying, is also, influenced by the creative team. There is a constant tug-of-war between the creative, team and the media team . the creative team wants larger space, more TV and radio, time and superior quality of POP material, while the media team along with the finance, department of the client looks for economy and maximizing the effect of every rupee, spent on the media., The medium and Target Consumer Match: The media mix has to reach the target, consumer. It the advertiser wants to reach men between 25 and 55 who are professional,, the Economic Times will be obviously a more appropriate choice than Femina. But, sometimes matching consumer profiles with media characteristics becomes a lot more, difficult. For example: Media planners will find it difficult to decide which kind of, households can be reached by the Hindi feature film TV slot v/s the 9 O’clock serial, slot. A thorough analysis of the target market will help in making this match and will, reduce wastage of media expenditure., Language: In India this is an important consideration and depending upon which a, particular ethic group has to be reached a particular language newspaper, or television, and radio programme must be used., Prestige of media: It is said that the prestige of the advertising medium is transferred, to the advertised product. When an ad appears in times of India, the image of the, newspaper is transferred to the product and this helps in building the brand image., Sponsorship of prestigious programme such as the Oscar awards, Grammy awards,, World Cup matches, are also considered prestigious advertising opportunities., The Editorial Environmental: Since the broadcast media , that is the radio and TV, media, are government controlled, they are not perceived to have independent editorial, policies. But the print media enjoys the freedom of press and each publication has its, individual editorial philosophy. The editorial environment in turn influences reader, profile. Advertisers would like to place their ads in publication having an appropriate, editorial environment. For instance, the ads of political parties have appeared in various, newspapers while the ads promoting brand name of liquor tend to use men’s magazines, as their vehicles., Nature of the product or services and nature of the market to be covered: Some, products have niche markets and a special direct advertising medium will be suitable, for them. For example: Detergents for washing machines can be used only by people, having washing machines, but daily consumer products have a wider market and hence, may use mass media.The geographical extent of the market has also to be considered., Is the market local, national or international for example: The ads of Air India will, appear both in national media as well as international magazines and other media. But, the ads of Indian Airlines will probably use only national media., Availability of Media Time and Space: Media time and space have to be booked in, advance. When an announcement is to be made immediately, the advertiser has little, choice but use the available media time and space. Most popular media slots have to, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 35

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be booked months in advance. Media buying has become an important component of, media planning due to the cost constraints and increase in competitive activity., , Module IV, MEDIA MEASUREMENT, BASIC METRICS:, 1. REACH: Reach refers to the total number of households that will be exposed to the, message through a particular media. It is the measure of the number of different, audience members exposed to at least once to avehicle over a set period of time, or media vehicle in a given period of time., 2. FREQUENCY: Frequency is the average number of times a household is exposed to, your campaign over a set period of time., 3. Frequency versus Reach: Which Matters Most? Both reach and frequency are important, to consider throughout the lifecycle of your campaign. But the value you place on these, metrics really depends on your goals and the buying cycle for your product. Reach, should be a high priority with a new campaign. If you’re promoting new products,, packaging, or distribution, then reach is where you want to focus. Concentrating on, reach is also more effective with a broad demographic. Frequency is a more important, metric for facing stiff competition in your industry. When you’re struggling to establish, yourself as an industry leader with your targeted audience, frequency is your primary, focus. Frequency is most important for a narrowly defined audience within a very, specific demographic., 4. Effective Frequency: The number of exposures an advertiser deems necessary to, achieve a desired effect. The desired response can be as simple as gaining attention or, increasing awareness through to changing attitudes or prompting action. Advertisers, rely basic principles to establish optimal levels of effective frequency in which they, evaluate a range of factors including: the type of product, its stage of maturity, the, competitive environment, the communications objective and the market’s readiness to, buy. For instance, a FMCG brand with relatively high levels of awareness and moderate, competition may set an effective frequency objective of 3 exposures per purchase cycle., In advertising, the effective frequency is the number of times a person must be exposed, to an advertising message before a response is made and before exposure is considered, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 36

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wasteful. The theory of advertising by Krugman states that any customer should, be exposed to an advertisement at least three times within its purchasing, cycle., • The first time when the customer is attracted to your advertisement, is a time when nothing really happens. He simply asks a question, “What is it?, • The second time when the customer tries to link with the relevance, of the advertisement, he asks another question “So what?”, • The third time consumer takes a decision by answering the question, “Is this the time for me?” This results in either the purchase or no, purchase., , 5., , Effective Reach: The number of people reached at or above the effective, frequency level. For example,, •, , 1+ reach = audience members exposed to a media vehicle at least once, , •, , 3+ reach = audience members exposed to a media vehicle at least three, times, , •, , 5+ reach = audience members exposed to a media vehicle at least five, times, , 6. Frequency and Frequency Distribution:, The number of times an audience member is exposed to a message in a given, medium over a given time period., A frequency distribution refers to the number of people reached at each level of, exposure. It is designed to show how an audience builds when each additional, exposure is added to a schedule., To interpret the frequency distribution below, read the rows as follows:, (Row 1) 26% of men aged 18-54 years saw the advertisement in Program A once, (Row 2) 21% of men aged saw the advertisement in Program B once; 35% of them, saw at least one of the advertisements in Program A or B; 12% of them saw both, advertisements (2+ Reach), (Row 3) 25% of men saw the advertisement in Program C; 45% of men saw at least, one of the three advertisements and 5% of them saw all three advertisements (3+, Reach)., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 37

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7. Gross Impacts (also known as Gross Impressions or Gross Reach) The sum of, , all of the exposures provided by a schedule. Gross impacts can be estimated by, adding the reach estimates for each exposure within a schedule. In estimating, gross impacts, people will be counted more than once, when they have been, exposed to a message multiple times., , 8. Gross Rating Points (GRPs): A term used in campaign planning, GRPS are a, , blunt measure of schedule intensity. GRPs are estimated by multiplying a, schedule’s reach by the number of exposures. As with gross impacts, no, allowance is made for audience duplication. The table below shows three, different ways to achieve 100 GRPS, yet clearly each of these options represents, very different schedules., , 9. Opportunities to See (OTS): OTS is a measure in advertising media which denotes, number of times the viewer is most likely to see the advertisement. It is basically, frequency, , of media exposure., , It, , is, , used, , in media, , planning or, , advertising media selection to answer the question- how many times. Most audience, metrics attempt to capture OTS. OTS is a measure in advertising media which denotes, number of times the viewer is most likely to see the advertisement. It is basically, frequency, , of media exposure., , It, , is, , used, , in media, , planning or, , advertising media selection to answer the question- how many times, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 38

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10. Average frequency reports the average number of times a person is exposed to, , an advertising schedule. It is a basic measure of schedule intensity. Average, refers to an observation, taken from survey and is calculated by dividing an, advertising schedule’s gross impressions by its unduplicated reach. By, comparing average frequency with effective frequency (desired goals),, advertisers are able to evaluate a schedule’s performance. For most FMCG, an, average frequency of three is thought to be a “magic number.” Once the media, expenditure reaches this target, there is little to be gained from additional, exposures., , PRINT METRICS:, 11. Circulation: Circulation refers to the number of copies of an issue distributed or, sold. Most publications have their circulation audited by an independent agency. A few, minor publications do not participate in the audit. However, advertisers interested in, attracting serious advertising dollars expect to participate in the audit. For their part,, advertisers are sceptical about publishers’ claims for circulation that cannot be, substantiated by audit figures. Circulation are audited by the Audit Bureau of, Circulations (ABC). Currently, there are two annual audit periods (January to June and, July to December), however plans to audit high circulation titles four times per annum, are expected to take effect this year. Audit figures provide advertisers with some level, of confidence about a publication’s penetration. Publishers rely on circulation figures, combined with readership estimates, to establish advertising rates. Consequently, some, publishers use promotional tactics such as special price offers and price bundling to, inflate circulation figures. Such practices can be problematic because people who are, attracted by a promotional deal may be atypical. In an effort to overcome some of the, worst practices, the Audit Bureau now requires publishers to disclose the composition, of sales and has established caps for the numbers of sales at exhibitions and trade fairs., 12. Controlled Circulation Copies of a publication that are distributed free of, , charge to specific audiences. Examples of controlled circulation include, community newspapers, most custom magazines and some trade titles. The, Circulation Audit Board (CAB) audits controlled circulation., ABC (Audit Bureau of Circulation): An organisation with publishers,, advertisers and advertising agencies as its members, formed for the purpose of, certifying circulation figures of its member. Audit Bureau of Circulations, By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 39

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(ABC): The Audit Bureau of Circulations (ABC) of India is a nonprofit circulation-auditing organisation. It certifies, and audits the circulations of major publications, including newspapers and, magazines in India. ABC is a voluntary organisation initiated in 1948 that, operates in different parts of the world. The Bureau (ABC) certifies circulation, figures of member publications every six months i.e. for the audit periods January to, June and July to December. The Audits of circulation figures are carried out by, empanelled firms of Chartered Accountants as per the prescribed Bureau's audit, guidelines and procedures., , Circulation figures that are checked and certified by an independent body are, an important tool and critical to the advertising business community. The, Bureau certifies audited Net Paid circulation figures of publications enrolled with it, for a continuous and definite six-monthly audit periods and supplies copies of the, ABC Certificates issued for such publications to each member. Free distribution and, bulk sales are also shown on the certificates provided the relevant records are, adequately maintained. Such records are checked and facts and figures are scrutinised, by impartial Auditors, and only then is the Certificate of Net Paid Circulation issued., 13. Readership: Readership is a calculation based upon the average number of people who, read an individual copy of the publication. The number is an estimate of how many hands, a copy of a newspaper goes into. The theory is that though a household subscribes to a, publication, it is read by multiple people in that household. For this reason, readership is, always higher than circulation. Readership and Circulation help publications, such as, , newspaper and magazines, decide the cost of advertising. Advertisers also look at these, numbers when they are looking to improve the visibility of their product or service., However, circulation and readership are not interchangeable terms and there are, differences between the two., , Readership is defined in two ways:, a. Total Readership, b. Average Issue Readership Unless otherwise specified, readership refers to, average issue readership., Sole Readership: Overall for a publication is the estimated number of, individuals who read only that particular publication and no other, publications., Sole Readership- Language: The number of people who are readers, of a publication of any language but do not read any other publication, in that language. e.g. Sole Readership of an English Publication refers, to the estimated number of readers of the English publication who read, only that publication in the English language., By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 40

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Sole Readership- Periodicity: The number of people who are readers, of a publication of any periodicity but do not read any other, publication in that periodicity. e.g. Sole Readership of a monthly refers, to the estimated number of readers of the monthly who read only that, monthly across monthlies of all the languages, 14. Split Run: A facility offered by publications to advertisers, that allows different, , advertising copies to be run in different parts of the circulation area, 15. IRS (Indian Readership Survey): IRS is the largest continuous readership research, study in the world with an annual sample size exceeding 2.5 lakh respondents. In, addition to readership of newspapers and magazines IRS also measures other media, consumption namely, television viewing, radio listening, cinema attendance and, internet usage. IRS collects a comprehensive range of demographic information and, provides extensive coverage of consumer and product categories, including cars,, household appliances, household durables, household care and personal care products,, food and beverages etc… IRS also provides in-depth understanding of media behaviour, through its expanded media measures such as time spent using different media and, frequency of media usage)., 16. Average issue readership (AIR): An estimate of the number of people who read, an average issue of a publication. The estimate reflects the number of people who last, read any copy of a publication within its publication interval e.g. within the last seven, days for a weekly publication., 17. Cumulative Readership: The net reach achieved by a number of insertions of, , an advertisement in a single title or schedule. This is the number of people, who have at least one opportunity to see (OTS) an advertisement. It is, important because additional insertions in some titles will improve coverage, more than additional insertions in others., 18. Cost Efficiency A measure of the relative cost of an advertising schedule., , Although there are a number of ways of estimating cost efficiency, CPT is the, most commonly used., 19. Cost Per Thousand (CPM) or CPT: The cost of a medium is usually expressed, as the cost per thousand (CPT), Meaning the cost of reaching 1000 people. i.e. The, , cost of reaching one thousand people with an advertising exposure. Note that, the “M” is the Roman numeral for one thousand. For example, suppose the rate, for a fullpage advertisement is Rs 30,000 and the readership is 2.5 million, then, the CPM would be Rs 12.00., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 41

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20. Duplication: Duplication of audiences occurs when audiences exposed to one, , medium are also exposed to another medium. Some media have high levels of, duplication. For instance, people who watch Business Week are also likely to, read Business Standard. Other media have very low levels of duplication. For, example, Vogue readers are less likely to read ‘That’s Life’ resulting in low, audience duplication. A good understanding audience composition and, duplication is most useful in campaign planning. Advertisers wanting to achieve, high frequency schedule intentionally seek out media with high levels of, audience duplication. Conversely, a schedule where reach is the objective would, include media with low levels of duplication., , TELEVISION METRICS, 21. CPRP: cost Per Rating Point (CPRP): The cost of reaching 1% of the targeted, , audience in print (advertisements) or any other media vehicle is called cost per, rating point (CPRP or CPP). In other words, it refers to the cost of buying one, percent of the target population., 22. Peoplemeter ( Bar o Meter): A meter attached to a TV set. Peoplemeters are, , used in households that comprise the sample. That is householders must agree, to have a meter installed and to participate in the TV survey. Approximately, 20,000 homes participate in the BARC TRP survey., 23. Rating: Rating, a term associated with TV, refers to the number of people or, , households exposed to a TV program or advertising message over a given time, period. Ratings may be expressed as a percentage of the total potential audience, or simply as 000s of people. Ratings provide advertisers with an estimate of the, overall audience size for a TV network or program., 24. Share of Audience: A measure of the proportion of people who a tuned to a, , network at a particular time and tuned to a particular program. TV and Radio, networks use audience shares as a measure of competitive performance., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 42

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25. Share of Voice (SOV):, , SOV is a calculation of one advertiser’s brand, , advertising expenditure expressed as a percentage of the overall advertising, expenditure for the category. Analysis of share of voice combined with market shares, provide advertisers with a guide to the nature and extent of the advertising challenge., Site Stickiness A measure of the time users spend with an internet site. Sticky sites are, those where visitors stay for relatively lengthy periods. Web designers tend to build a, range of interactive site features in their efforts to increase site stickiness., 26. Site Stickiness: An engagement metric indicating the degree to which a program is, viewed. The percent of program that has been watched. The greater the percentage of, the program viewed compared to all programs of the same duration in a certain time, period, the greater the stickiness index., 27. Selectivity Index: " selectivity index " that expresses the proportion of a media, audience who are target market members as a percentage of the corresponding, proportion for the population. Thus Medium selectivity Medium selectivity refers to, the extent that a medium is directed towards the target Group. Medium selectivity can, be represented by a selectivity index showing how well the target group is represented, in the medium reach, relative to the universe:, , Selectivity index = % of the target group in total reach, , ─────────────────────── x 100, % of the target group in the universe, , •, , Selectivity index < 100: The target group is under-represented; The vehicle is not, selective on the target group, , •, , Selectivity index = 100: The target group is proportionally represented, , •, , Selectivity index > 100: The target group is over-represented; The vehicle is selective, on the target group, , MODULE V, Sources of Media Research, 1. Neilson Clear decision (NCD for Print): Nielsen Clear Decisions™ is a software, platform that analyzes media and marketing data. NCD provide several state of the art, analytical tools that support media and marketing decisions. The software is used to, analyze more than 1,200 syndicated and proprietary databases each year. NCD enables, advertising agencies, media companies and marketers to quickly and easily access data, to pinpoint markets, channels and target groups. Clear Decisions goal is to help clients, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 43

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more accurately identify and profile key audiences in order to make better media, decisions and generate better return-on-investment results. Neilson Clear Decisions, offers a simple, flexible interface design that provides the quickest path to the most, frequently used analyses, requiring far fewer steps to extract insights. Clear Decisions, also provides flexible report formats, custom templates, and hundreds of presentation, ready charts. Along with the data analysis tool used by advertising agencies, publishers,, broadcasters, marketers, and other media companies., 2. Broadcast Audience Research Council (BARC): BARC (Broadcast Audience, Research Council) India is an industry body, to design, commission, supervise and own, an accurate, reliable and timely television audience measurement system for, India. Guided by the recommendations of the TRAI (Telecom Regulatory Authority of, India) and MIB (Ministry of Information and Broadcasting) notifications of January, 2014, BARC India brings together the three key stakeholders in television audience, measurement - broadcasters, advertisers, and advertising and media agencies, via their, apex bodies. BARC India seeks to establish a robust, transparent and accountable, governance framework for providing the data points required to plan media spends, more effectively., BARC It currently measures TV Viewing habits of 210 million TV households in the, country, using 44,000 sample panel homes, BARC India’s system reports the following also:, a. Time shifted viewing: Metrics of programs that are recorded and viewed later., It observe VOSDAL+7, i.e. Viewed on Same Day as Live + 7 days after., b. Simulcast viewing: Details of programs broadcast simultaneously on more than, one channels – viewership of every individual channel can be reliably tracked., c. Viewing as per the New SEC (NCCS): Details as per the new classification, based on the education of Chief Wage Earner of the family and the number of, durables owned by the home from a predefined list of 11 durables., How does BARC collect data?, How is this data captured? BARC installs 'Bar-O-Meters' in the panel homes. Basically, audio, watermarks are embedded in video content prior to broadcast. These watermarks are not audible, to the human ear, but can be detected using special hardware and software., BAR-O-meters: The BAR-O-meters BARC place in their metered homes are compact, and use the latest technology. They have a 3rd-generation OLED display (being more, easily visible, this facilitates interaction between the viewer and the bar-o-meter) and, an embedded SIM to automatically upload viewing data (tie-ups with leading GSM, operators ensure wide coverage). As they are indigenously manufactured, they cost, almost one-sixth the price of imported meters, which lets us deploy a lot more of them, to measure viewership., 3. Audit Bureau of Circulations (ABC): The Audit Bureau of Circulations (ABC) of, India, is, a, non-profit circulation-auditing organisation., It, certifies, and audits the circulations of major publications, including newspapers and, magazines in India. ABC is a voluntary organisation initiated in 1948 that operates in, different parts of the world. The Bureau (ABC) certifies circulation figures of member, publications every six months i.e. for the audit periods January to June and July to, December. The Audits of circulation figures are carried out by empanelled firms of, Chartered Accountants as per the prescribed Bureau's audit guidelines and procedures., Circulation figures that are checked and certified by an independent body are an, important tool and critical to the advertising business community. The Bureau certifies, audited Net Paid circulation figures of publications enrolled with it for a continuous, and definite six-monthly audit periods and supplies copies of the ABC Certificates, issued for such publications to each member. Free distribution and bulk sales are also, shown on the certificates provided the relevant records are adequately maintained. Such, records are checked and facts and figures are scrutinised by impartial Auditors, and, only then is the Certificate of Net Paid Circulation issued., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 44

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4. Research and analysis of Media (RAM): RAM is an international media research, company working with online surveys and analysis of advertising and editorial content, for media companies, media consultants and advertisers worldwide. With hundreds of, media clients and about 1000 publications in 18 countries, RAM provides the industry, with cutting edge metrics of how ads, articles and other media communication are, consumed and understood – and what kind of impact it has. RAM’s vision is to provide, easy to use advanced IT solutions and be the world’s leading supplier of knowledgebased and cost efficient analysis services for media companies. With probably the, largest reference database in the world for media, RAM compare measured results, against standard values in order to evaluate the results achieved. In a period of over 10, years, RAM has carried out over 50 million interviews of ads and editorial content in, order to measure the effectiveness of the communication and the database is, continuously growing. RAM was founded in 2001 with its headquarters in Stockholm,, Sweden. In 2007, RAM started a subsidiary company in the United States, Research, and Analysis of Media of Americas Inc. and subsidiaries also in Norway and Finland, in 2008. RAM opened 2008 an office in London for the UK & Ireland and most recently, in Germany in 2012., 5. The Indian Readership Survey IRS is the single source survey for media and product, ownership/usage. The prime objective of the study is to collect readership information, from a cross-section of individuals, in great detail, so as to present a true and unbiased, picture of their readership habits. On the media front, it also captures information on, television and cinema viewing habits, radio listening habits and Internet usage. In, addition to this, IRS captures information on various FMCG (Fast Moving Consumer, Goods) products, usage and consumption and durable ownership amongst households., Since media and product ownership/ consumption information is captured from the, same household, it enables linkages between the media and product data. IRS equips, you with information that is truly reflective of the Indian population for making, informed decisions, IRS is the largest continuous readership research study in the world with an annual, sample size exceeding 2.56 lakh (256,000) respondents. IRS collects a comprehensive, range of demographic information and provides extensive coverage of consumer and, product categories, including cars, household appliances, household durables,, household care and personal care products, food and beverages, finance and holidays., IRS is not restricted to survey of readership alone but is synonymous with both, readership & consumption across various FMCG (Fast-Moving Consumer Goods), products throughout India. IRS covers information on over 100 product categories. IRS, is conducted by MRUC (Media Research Users Council) and RSCI (Readership, Studies Council of India)., 6. ComScore Digital: Comscore is a global media measurement and analytics company., They offer 3rd-party measurement of audience demographics and performance for, media across multiple mediums. From their own definition; Comscore is a trusted, partner for planning, transacting and evaluating media across platforms. The idea, behind 3rd-party audience tracking is to bring transparency to media and marketing, so, businesses can use data to drive growth. Comscore’s rankings are founded on the, audience measurement services they sell/provide to publishers. The Comscore Media, Matrix, which in 2016 accredited by the Media Rating Council (MRC) uses a series of, “panels” to measure audiences.These audience measurement services are often, observed by advertisers and agencies. The main differentiator between Comscore and, other web analytics solutions (like Google Analytics) is that their primary goal is to, measure exactly who an audience is and their consumption behavior. It takes a slightly, more traditional way of looking at human visitors since many mechanisms for tracking, audiences across television and other legacy mediums are less objective than digital, has become. Additionally, their panel method defines pageviews across all sites.The, panels and measurement techniques used by ComScore, and competitor Neilson, both, rely greatly on voluntary participation from all ecosystem parties to provide their, composite scoring. This means audiences, publishers, and agencies/advertisers must all, bend to the will of these 3rd parties if they want to participate in these systems. With, the introduction of Unified Digital Measurement (UDM), comScore implemented a, solution to digital audience measurement that organically blended both panel and, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 45

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census-based measurement approaches into a single unified methodology. comScore, has developed this proprietary methodology to calculate audience reach in a manner, not affected by variables such as cookie deletion and cookie blocking/rejection to help, reconcile longstanding differences between the two measurement approaches., ComScore Digital is a competitive intelligence tool that allows agencies, advertisers &, publishers to quantify and evaluate the overall display advertising landscape., •, •, •, , What advertising insights does Comscore Ad Metrix offer:, Sophisticated advertising metrics for over 10,000 sites and 60,000 advertisers/products, 2 years of advertising data in monthly, quarterly, annual or custom time ranges, Millions of advertising creative with advanced analysis and downloading capabilities, How does Ad Metrix present its advertising insights?, • 11 Quick Reports, including sales prospects, new advertisers, ad clutter, etc., • Advanced reports, such as advertising by ad type/format, publisher, demographics, etc., • Comprehensive advertiser/product dictionary and comScore Media Metrix, integration, , MODULE VI: Selecting suitable Media options, and Media Buying (Advantages &, Disadvantages), Types of Newspapers Advertising, 1., Display advertising: To distinguish advertising from editorial matter, display, advertising is designed comprising the copy, the layout, and the visuals. These ads, come in all sizes. They are placed all over in a newspaper, depending upon the, policy of that paper. Display advertising is national or local., 2., Co-operative advertising: Local ads can be inserted on cost sharing basis between, the manufacturer and retailers – co-operative advertising. Local display advertising, is charged a lower tariff than the general display advertising., 3., Classified ads: are small ads charged in terms of number of words, and putting the, message in several categories or classes such as employment, real estate,, matrimonial, automobiles and so on. Classified ads can be classified display ads,, where bold letters, illustrations, borders and other visual elements are used., Newspaper also put a pre-printed ad insert in the paper. The paper with the insert is delivered, to the reader. It is just a method of distribution for advertisers. It can be geographically selective, and cost-effective., Placing the Ad in the Newspapers, We have to fill an insertion order while placing the ad. This order gives specific date(s) on, which the ad is to be published, the rate at which it is to be published, and production details, preparatory to the publishing of the ad. Agencies provide newspapers the ad material in finished, form. If a small advertiser expects the newspapers to compose the ad, the newspapers first create, a proof which is to be checked by the advertiser for correctness. Once the ad is run, a tear-sheet, which is an actual page torn from the newspaper in which the ad was run is sent to the advertiser., It is a proof of publishing as per requirements. If there is an error, the advertiser or its agency, can ask for rate adjustment or free insertion., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 46

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Advantages of Newspapers as an Advertising Medium, 1. Prestige. The prestige and respectability of the newspaper is transferred to the advertised, product/service., 2. Segmentation. Editorial content of the newspaper influences the type of its readers and, thus offers segmentation of the market. For example, “the Independent” claims that its readers, are young decision-makers, highly educated and professional, while the Times of India has, greater appeal among the middle and older age groups. The characteristics of selectivity and, variety explained above increase the newspaper’s advantage in market segmentation., 3. Flexibility. The newspapers offer tremendous flexibility to advertisers. When it is raining, in Bombay, it may be hot in Delhi. While the Bombay newspapers can be used to advertise, raincoats and umbrellas, the Delhi edition of the same newspaper can be used to advertise air, coolers. The most important is the time flexibility that is the contents of the advertisement can, be changed upto a few hours before the paper goes to press. MRF Tyres use the press medium, just before the monsoons in Bombay by predicting the date of the first rainfall and thereby, communicating to the consumers the urgency of changing to MRF Tyers before the, monsoons., 4. Split Run Facilities. Technique used to test the effectiveness of advertising copy. Two, different versions of the same advertisement are printed in the same press run of an issue of a, particular publication, so that some of the copies contain one version of the ad and the others, contain the other version. The publication is distributed normally, but the distribution of the, advertisements is split according to the request of the advertiser. Some advertisers split their, run in alternate bundles; others prefer to split by geographic location or by subscription versus, newsstand sales. The purpose of the split run is to compare the effectiveness of the two, alternate ad copies. Advertisers will take advantage of this option when they desire to learn, which of two elements used in the advertising will achieve the desired objectives. Elements, that are often tested are prices, copy appeal, layout, type of illustration, coupon offered or no, coupon offered, or premium or rebate offered or not. The results of split-run testing are, revealed by the number of responses to each advertisement. The split-run option is offered as, a convenience to advertisers. However, not all publications offer this option., 5. Keying the advertisement. It is possible to key the advertisement and attach a mail order, coupon in order to measure its effectiveness., 6. Measuring Reach. The Audit Bureau of circulation (ABC) gives the readership and, circulation figures and therefore it is possible to measure the reach of different newspapers., 7. Mobility. Newspaper can be carried and read anywhere, while travelling, at the place of, work, in library, inn doctor’s waiting room and so on., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 47

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Limitation of Newspapers as an Advertising Medium, Despite the above advantages newspapers have the following limitations:, 1. Limited coverage. In India with the literacy, level being low newspapers cannot be used to, penetrate the lower income segments of the market., 2. Short Life. It is often said “as stale as yesterday’s newspaper.” A newspaper has a very, limited life and therefore advertising will have little impact beyond the day of publication., 3. Hasty reading. Studies indicate that people spend about 30 minutes on the paper. This, means that the ad must make its impression quickly or it will fade., 4. Cost. It is an expensive medium that is unsuitable for small advertisers especially the, morning English newspapers such as the Times of India., 5. Poor Reproduction. Most of the pages are in black and white and the colour, advertisements are not as well reproduced as those in magazines. Therefore we rarely find, food and fashion ads in newspapers., 6. Demonstration and Display. It is not possible to demonstrate product usage as in, television commercials., , Advantage of Magazine Advertising, The newspapers and magazines have different advantages though both belong to the, print media., The peculiar advantages of magazines are:, 1. Demographic selectivity: Every magazine has a different audience whose demographic and, psychographic characteristics are different. Thus Femina is a magazine for young women,, whereas Savvy is a magazines for mature women. Manohar Kahaniyan has a typical audience, of north Indian middle class. Each magazine thus helps us to target at a particular age group,, gender group and income group. Special interest magazines provide a specific audience., 2. Geographic Selectivity: Some magazines have all-India circulation like India Today. Some, magazines are confined to a region like Malayalam Manorama. So magazines help us target a, geographic market we require without considerable waste., 3. Creative Flexibility: High fidelity reproduction is a speciality of magazines on account of, their superior quality of paper and printing. They also provide opportunities for innovative, adds like pop-up ads, sample-bearing ads, scented ads, outside inserts as booklets., 4. Durability of Message: Magazines are kept for a longer time, and are read again and again., More time is devoted to reading a magazine. It means that the chances of the ad message, being seen are more in magazines. As the magazines is preserved for a longer time, the, message has a durability of longer duration., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 48

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Disadvantages of Magazines Advertising, In spite of several advantages, magazines have many drawbacks as advertising media., 1. Lead Time Longer: The ad material will have to be submitted much in advance because a, magazine requires elaborate production plan. The lead time is sometimes 90 days before the, release of an issue. It is difficult to change the message on account of changed circumstances, and contingencies. These days magazines are trying to shorten the lead time as much as they, can., 2. Limited Reach and Frequency: Magazines have limited reach as far as the total number of, households are concerned. To reach a larger audience, it is necessary to buy a lot of magazine, space. As their periodicity is either a month or a fortnight or a week, it is difficult to have, higher frequency. To overcome this drawback, a media planner uses several magazines or, adds other media to supplement magazine ads., 3. No Sound and Motion: Magazines rely upon the printed copy and visuals to convey the, message, and lack the sound of radio or motion of TV which makes these audio-visual ads, greatly effective., , Television advantages and disadvantages, , Television, Strengths, , &, , Weaknesses:, , • Impact, , • Fleeting, , •, •, •, •, , • Expensive, , Market coverage, Intrusive, Flexible, Cost-efficient, (CPM), • Prestigious, , – Big shows., Big Bucks., – Production can, be expensive, , • Best shows have, limited, availability, , Merits and Demerits of TV Advertising, Special Merits of TV:, , 1. TV has immense impact: No other medium can ever complete TV as far as, effective presentation is concerned. It attracts attention immediately. Computer, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 49

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graphics has made it still more effective. It arouses interest in the product. In print, ads, these two steps require deliberation. Here it comes spontaneously. TV, commercials and sponsored programmes are impactive; even when the viewer is, temporarily not before the set., , 2., , Excellent Quality of Production: TV’s sponsored programmes and DD, programmes have been improving in terms of quality content wise as well as product, wise consistently over a period of time. The agency exercises overall supervision. We, have cadre of TV producers now. Sometimes the movie moghuls themselves produce, a TV serial (e.g. Sagar produced Ramayana and B. R. Copra the Mahabharat). So, skilled hands this medium. Some sponsored programmes are lavishly made. They do, a lot of outdoor shooting. But most of the programmes are indoor shot programmes., , 3. Retailers also watch TV: Both consumers and distributors are TV viewers. The, retailers might miss out the ads in print media. But they are exposed to TV ads. Thus, they fell inclined to stock these products. Nand Kishore Khanna & Sons, a local firm, making Homacol liquid soap has definitely improved its distribution after TV, advertising. The single medium does a double job., , 4. It is a Comprehensive Technique: In TV, there is a unique blend of sight, colour,, movement, sound, timing, repetition and presentation in the home. Put together it has, more attributes than any other medium. It, therefore, produces quick results. Only the, product should be a nationally marketed consumer product., , 5. Evocation of Experience: it stimulates the experience of using and owning the, product., , 6. Demonstration: Product benefits can be shown most effectively by TV. Benefits, may accrue over a period of time. But by using the technique of time compression,, product benefits can be shown in a 10 second spot., , 7. Animation: It is possible to vest the product/logo with human qualities. Animated, characters do not alienate us., , 8. Image Building: TV succeeds in building a powerful image of the company and its, products. It can also project an image of the users rendering it excellent for life-style, advertising.\, , 9. Emotional Content: TV triggers off nostalgia, tenderness, generosity kindness and, such other emotions. The special effects enhance the impact. ‘You have to be, extremely genuine on TV., , Special Demerits of TV Ads, 1. It takes time to produce commercials and sponsored programmes: This medium, requires planning and deliberation. The consent for sponsorship is hard to come by. It, lacks the flexibility of press and radio. If not rightly produced, the ads look very crude., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 50

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But once produced as per our requirements, these ads can be repeated over a period of, time (Nirma ad)., 2. It is a transient medium: Here the commercial flickers for a few seconds and goes off, the air. We work over hard with insistent jingles and repeated sales message., Sometimes, the commercial is repeated frequently. TV ads alone may not be sufficient., They need supportive ads in other media. More than one or two spots are necessary to, be as noticeable as one insertion in print., 3. Time gap to purchasing: If TV advertisement sinks into the mind, it is okay. But, otherwise, a mind that is well prepared for buying a certain product cannot do so, immediately because there is a night to go by and only next morning the action can be, taken. By that time, we might not have kept the product in mind. The ‘buy now’, pressure exerted on the TV viewers is totally wasted because the stimulus is often lost, by the following morning. This is one of the reasons why TV needs a very high, frequency to sustain the impact., 4. An immobile medium: Radio can be listened to either in car or while walking., Newspapers are read in locals, in offices and at many other locations. Right now, TV, is watched only at home. It requires a captive audience. It penetrates the home. This is, an advantage as well as a disadvantage., 5. Difficult to gain enquiries: TV restricts itself to typical purchases. Detailed enquiries, cannot come. It is difficult to note either the telephone number or the address. Another, major problem is that too much is compressed in a TV commercial lasting for a few, seconds. It is a digest, and is easily assimilated and absorbed. At first viewing, there is, novelty. But on absorption, this wears off. On repeated viewing, it becomes, monotonous. Everything is anticipated. This problem can be overcome if we can, serialize a commercial. It is better to produce several less ambitious films than to, produce one super production. Slight changes make all the difference in results., 6. Time Constraint: In a few seconds, we can put forward only one selling proposition., 7. Production Costs: Cost of producing a commercial is high as compared to costs of the, print production. The paying capacity of the client, the prevailing rates in the market,, the nature of the product, and the commercial values of the programme that, accompanies the commercial determine the final production cost., 8. Hardware Capability: The T.V. set of the viewer and its technical capability, determine the overall impact of the commercial. Cinema can afford the luxury of long, shots, but not a T.V commercial. All commercials should be tested in real life, situations, mostly on portable B & W sets. The colour reproduction is controlled in the, print media, but on colour T.V. set the capability of the set itself determines the colour, reproduction., 9. Statutory Controls: T.V. commercials have to conform to a broadcast code strictly., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 51

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10. Fragmentation of Audiences: All channels have a diversity of programmes to attract, viewers. They intend to penetrate the viewers of other channels by a diverse programme, mix. This channels penetration at the same time gives programme options. This, naturally leads to fragmentation of audiences and lower regularities of viewer ship. I is, difficult to convey a message in such a situation. It can prove a blessing in disguise for, the print media. The relationship with T.V. is extremely flirtatious., 11. Effect of Clutter: the viewer ship of commercials is less than the viewer ship of the, programme which accompanies them. The lengthier the chain of commercials, the less, is the viewer ship. Several studies in India have shown that the total audience for, commercial for an average T.V. programme is substantially lower than that of the, programme, sometimes below over 50 per cent. The figure is further eroded due to, large passive audiences of the total commercial audience. The duration of a commercial, does not seem to play a significant role in brand name recall. Top rate programmes on, any channels have high clutter leading to poor and recall., , Radio Advertising, Commercial radio in the Indian context has certain inherent characteristics., Its strengths lie in:, 1. Offering local coverage on its medium wave channels, 2. Permeating all economic and social strata, thereby reaching the masses, 3. Its daily frequency, offering scope for continued messages, 4. Broadcasting throughout the day so that message may be repeatedly broadcast, 5. Reaching un-educate village folk who do not read print publication, 6. When the message is to be carried to a large number of people who speak different, languages, radio is a most suitable medium which admirably does the job at the least cost., 7. In a country like India, where literacy rates are low, and so newspapers have limited, significance, radio is a popular both with advertisers and audiences., In radio, the news service is continuous; unlike TV where we receive news in the morning, transmission, and again in the network programme in the evening, which is wide spacing. To, the advertisers, news breaks on radio are the peak listening points when it pays to advertise., 8. Radio commercial can be produced quickly and is not so costly also. It can be repeated, over a period of time. Radio thus is afforded by even small firms., 9. Radio Creativity and Flexibility: Unlike other out-of-home messages, radio commercials, are not static but can be changed almost immediately to reflect different market conditions or, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 52

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new competition. The personal nature of radio, combined with its flexibility and creativity,, makes it a powerful medium for all types of advertisers and product categories., One of radio’s greatest strengths is its flexibility. Copy changes can be made very quickly., When marketing conditions suddenly change, you can react instantly with radio., The short lead time in production and copy changes is an enormous benefit to advertisers who, may need last-minute adjustments to their sales messages., 10. The ability to anticipate or react to changing conditions cannot be underestimated., 11. The simplicity of radio can be a major advantage in making tactical marketing decisions., Radio’s sense of immediately and flexibility, all at a cost within the budget of even the, smallest advertiser, has made it an important part of the strategy of many advertisers., , Commercial radio, however, suffers from the following weaknesses;, 1. It is an audio medium only; hence it affects certain essential elements of communication, 2. Certain operational limitation are imposed; for example, the minimum period of a fortnight, reduces the medium’s flexibility, 3. Limited commercial time available. Only 10 percent of time availability restrict the, frequency of message exposure, 4. Limited availability of commercial radio. There are only 28 radio stations offering, commercial broadcasting against 300 in a country., 5. There are possibilities of distortion in communication. Precision of script- writing is a very, challenging task. In TV, vision accompanies the words and so there is no misunderstanding., 6. We know what is ‘Khurram Khurram’ Papad on TV commercial but the concept is, transmitted poorly on radio. Word pictures are necessary on radio., 7. There is a overselling in place of precise explanation. It is a real hazard. Much is at stake on, the announcer’s presentation who has to do hard-selling job. An insistent voice really irritates., TV does this job effortlessly., 8. Repetitions are monotonous. Radio is also a transient medium with no durability of, message. Audience research of radio is really grey area. In India, before advertisers can think, of radio as a serious medium, this research data should be easily available., , OUTDOOR ADVERTISING, By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 53

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Media that reach prospects outside their homes-like outdoor advertising, bus and taxicab, advertising, subway posters, and terminal advertising — are part of the broad category of outof-home media. Media that reaches prospects outside of their homes is called out-of-home, media. There are more than 30 different types of out-of-home media generating $5.2 billion, in annual revenues in 2000. The most common out-of-home media are on-premise signs., It is the one medium that carries a message 24 hours a day, seven days a week, day and night,, and without interruption. It's never turned off, zipped, zapped, put aside, or left unopened. In, addition, it's big. Some experts now refer to billboards as the last mass medium., Outdoor Advertising is the best place to reach consumers because it can’t be turned off, has, an incredible footprint across India and can be extremely targeted. An outdoor billboard is, always there, every time the target group step outside. Outdoor Advertising is so much about, the audience and as such, the best companies can deliver key messages in the best, locations. The “best” locations are simply a measurement for the type of audience in that, area, (purely, customer segmentation). By being able to drill down to this level of granularity,, advertisers can benefit even more by providing creative advertising to a very specific, demographic., , Outdoor advertising includes various types of promotional displays, from highway billboards, to transit posters and arena placement, all geared towards communicating a message to the, public. Out-of home media include outdoor posters (Billboards, Painted Bulletins and on-andof premise signs of all descriptions. Whatever may be the slight difference in the, interpretation; all outdoor ads have no editorial vehicle to carry the messages., , The viewer has to incur no expenditure, nor has he to make any effort to see an outdoor, advertising, where as this is not so with other media. An ad message is not brought to the, audience; it is audience who go the message, though they view it in the course of their other, activities. Outdoor ads offer repeat opportunities for looking at the ad messages, either at the, same place on an identical Billboard at another location., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 54

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Forms of outdoor advertising, A., , Billboard:, , What is a Billboard?, Billboards are advertisements that provide information to passing vehicles and pedestrians., These large formats out of home advertising structures typically found in high traffic areas, and are viewed at distances of 50 feet or more. There are a few types of billboards and their, sizes usually depend on the speed of traffic and distance from the person viewing it., , Types of billboard:, 1. Bulletin: A billboard on a highway or expressway is commonly called a bulletin. Bulletin, billboards are usually located in highly visible, heavy traffic areas such as expressways,, primary arteries, and major intersections. With extended periods of high visibility, billboard, advertisements provide advertisers with significant impact on commuters. This is the largest, standard out of home advertising format, usually measuring at 11x48 in overall size., 2. Poster: A billboard on a secondary roadway where traffic is 30 mph - 50 mph is, commonly called a poster. A poster is usually about half of the width of a bulletin. Target, local audiences with these billboards, which are highly visible to vehicular traffic and are, ideal for the introduction of new products/services. Marketers use posters to achieve, advertising objectives and increase brand awareness by placing multiple units in strategic, locations while lowering the cost per thousand impressions. This is a standardized poster, format, typically measuring 12'3" x 24'6"; formally known as a 30-Sheet Poster. Posters, have a "local" presence and can target demographic or geographic target very effectively., Posters are closer to street and traffic. Posters were originally called 30 sheet posters, because they were once 30 pages of paper posted with glue on the billboard. Poster, billboards are usually campaigns that last 4 to 8 weeks. These posters advertising, campaigns are much more locally focused and can target demographic or geographic, areas. Posters are often called the “workhorse” out of home advertising because they, provide wide distribution and continuity of a message. Excellent for providing instant, consumers awareness for seasonal promotions, special events and new product launches., Due to their inexpensive price, they can be used for long term advertising campaigns and, can easily fit in most ad budgets. Campaigns can be easily targeted based on geographic, and demographic criteria., They provide deep market penetration to reach both pedestrian and vehicle traffic at or, near point of purchase locations. Posters are extremely cost efficient and lower the CPM, (cost per thousand impressions) when added to an existing advertising campaign. Posters, are digitally/screen printed on recyclable vinyl., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 55

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3. Premier Panels, & Premier Squares: Premier Panels offer greater copy area by, converting a standard 30-Sheet Poster panel into a 300 sq.ft. vinyl surface, affording copy, area of 12’3” H x 24’6” W. Premier Square is a stacked Poster, wrapped with vinyl, to create, a unique “square” format that is designed to draw attention to the advertiser’s message., 4. Digital Billboards (14' high x 48'wide, 10.5' high x 36' wide, or similar sizes). Digital, billboards are a broadcast type of media for outdoor allowing advertisers to target their, audience and flexibility. Digital Billboards offer tremendous creative flexibility allowing upto-the-moment message opportunities. Unlike static displays, creative displays can be, changed monthly, weekly, daily or hourly from a computer terminal. Digital Displays offer, high-impact, crisp full-color definition and image quality. With the ability to immediately, customize the advertising messages time-sensitive messages such as one-day promotions,, special events, Amber and news alerts can be instantly promoted., 5. Wallscapes - (over 700 sq feet) very large format outdoor advertising that is usually in, metropolitan area or a landmark location for extended viewing. Wallscapes are generally, the signature piece in an outdoor campaign and create a lasting impression. Wallscapes, are the largest of all the outdoor advertising products and can be several stories tall and, wrap an entire side of a building. Wallscapes create maximum impact of the advertising, message and are often the crown jewel of an advertising campaign. The message becomes, a dramatic landmark and reaches both pedestrian and vehicle traffic with massive impact,, sometimes from great distances., These mammoth advertising displays create instant top of mind awareness and dramatic, impact. Because building designs come in such a wide variety, wallscapes can have, unusual shapes and sizes which help draw the attention to them. Sides of buildings in, urban and downtown areas, major highways and heavily traveled primary roads., Typically produced on vinyl or vinyl mesh. Programs are usually long term., 6. Spectaculars: As the name implies, outdoor spectaculars are large, usually unique,, displays designed for maximum attention in high traffic areas. They consist of special lighting, or other types of ingenious material and innovations. In some cases, they utilize a building as, the canvas for the message. The cost of spectaculars is very expensive and both production, and space rentals are normally negotiated on a one-time basis. The minimum contract period, for most spectaculars, however, is usually a year., , Other types of out of home, i., , Kiosks: Advertisers are extensively using pole kiosks, electric pole kiosks to reach, their audience while they are out of home, whether on the roads, exhibitions or trade, fairs. It is an outdoor medium that supports consecutive message display with, affordability. Advertisements of this sort are constantly before the eyes of observers on, the streets, be it vehicular or pedestrian. Kiosks are placed in a sequence of poles that, allow for repetitive advertising and hence result in higher registration. The kiosks are, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 56

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automatically lit by the lighting on the pole above them but you can also use specially, designed back-lit box type kiosks for greater visibility. Pole kiosks can be effectively, used to advertise a local shop or store in the vicinity of the pole. They can be even used, to give out store directions using arrows to lead the prospect to your store. They enjoy, a quick turnaround time, that is, they can be changed in a short span of time. They offer, flexibility with respect to creative applications and ad content. They even support, complete flow of communication of a particular campaign, being a string of, information, right from introduction to benefits to contact information that can be, placed sequentially on successive pole kiosks. Compared to the billboards these kiosks, are very small in size, so the message has to be to the point and legible to fast moving, traffic. It should not exceed more than 3-4 words per kiosk and be spread over to 2-3, consecutive boards or kiosks if it is long. Campaigns using 3-5 consecutive boards, should have some consistency and must appear and communicate as a single campaign., ii., , Street Furniture: From the beginning of each morning to the end of the day's rush, hour and into the evening's entertainment, the streets are busy, making them a perfect, selling opportunity. Street Furniture enables advertisers to connect with consumers on, a face to face level and provide broad-based coverage in many markets or a single, neighborhood. Product options are abundant ranging from telephone kiosks, urban, panels, news racks, beach kiosks, bus benches, to trash receptacles and more. Street, Furniture is visible to pedestrian and vehicular traffic offering a high reach and, frequency for brand awareness or point-of-purchase opportunities, , The following are the advantages of the outdoor media:, a. The outdoor offers long life., b. It offers geographic selectivity. Billboards give us the flexibility to vary the ad, message to suit a particular segment of the market. An advertiser can use this, medium nationally, globally, by region, by market and even by specific, location within those markets., c. The advertiser can incorporate the names and addresses of his local dealers or, agents at the bottom of the poster. These dealer imprint strips are called snipes., d. The outdoor offers impact. Shoppers are exposed to last minute reminders by, outdoor advertising when they are driving down to the stores or a shopping, centre. Outdoor displays are in large size and in bright colour, and have a, provocative message- all of which make a good impact on prospective, customers., e. Outdoor advertising allows for a psychedelic display of the product, trademark, and slogan., f., , Life-like Visuals and Lifestyle Advertising: New technology makes it easier to, advertise the branch on hoardings. It reinforces the TV and Print advertising., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 57

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Outdoor alone among all other media generates for the local governments and civic bodies., , Outdoor advertising has the following limitations:, a. Since the copy of billboard ads must be brief, it places a limitation on getting, the message across to the prospect in enough words. This brevity has made, outdoor advertising merely supplementary advertising. The print or, broadcasting media are mainly relied upon to deliver longer messages., b. Outdoor advertising is non-selective in the sense that the audience who get the, exposure are people of all ages, sexes, educational and socio-economical, levels. There is no selectivity of a particular type of audience., c. Outdoor advertising when employed on a national basis is relatively expensive., d. Blind spot is the most dangerous thing that advertiser fear when it comes to, outdoor advertising. The term is used to refer to a campaign that is sustained, for a long -time. The question is how to continuously create novelty in, hoardings. Amul has overcome blind spot syndrome., e. There is a problem of getting the reliable data on the number of people who, actually see an advertisement., f., , Price of message decay: Most advertisers find that it takes more and more, money every year to advertise. Message decay has emerged as a major problem, for all advertisers., , g. The outdoor advertising industry is mainly a local business operation. Several, individual firms run by a single businessmen, own posters and painted display, location. In cities, town and in road sides, which sell those individual location, for outdoor advertising to advertiser., h. Normally, the sale of a location is for a certain period of days or weeks or, months. There are also large firm owning large number of locations. Selvel and, Advertiser are some of the names that are popular in outdoor location selling, business. There are few chain of firms operating in this business., i., , With a regard to the location of outdoor advertising, let this point be stated, clearly that its value is only in its location. In order to be effective the angle of, the billboard from the road, and such other accepts has helped in gaining better, attention of the motorist, are important., , Advantages & Disadvantages of Advertising in Cinemas, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 58

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It was a conspiracy, just as you suspected all along. And it was executed with near perfection:, the movie theater alerted online ticket sources about movie start times. The theater operator, a, willing co-conspirator, made sure that the rows and seats were brushed free of popcorn to, greet you upon your arrival. You timed your arrival brilliantly to ensure you'd have enough, time to visit the concessions counter and find a good seat. Once you did that, you settled in to, enjoy the main attraction., , But after the theater went dark and the curtain opened, you were greeted not by the main, attraction, but a series of commercials. So there you sat, keenly aware that the scene felt oddly, similar to that of sitting in your own home and watching your favorite show on TV., , This was no conspiracy, at least not in a dark, evil way. It's the way that theaters make money, and how businesses promote their products and services. Simply put, it's cinema advertising,, and many businesses consider it to be the “brass ring” of the advertising world. You can see, why business leaders might believe this, even though the movie industry encountered an “off”, year in 2017: About 1.2 billion Americans and Canadians went to the movies in 2017,, contributing to ticket sales that raked in about $11 billion. Even though both numbers are, down from 2016, you wouldn't be the only small-business owner who appreciates this, modern-day “conspiracy,” and sees value in these numbers., , What Is Cinema Advertising?, Cinema advertising shouldn't be confused with movie trailers – the “coming attractions” that, immediately precede the main feature. Movie ads come before the trailers, and they have been, a presence in theaters since the first one opened in 1902. This means that your parents or, grandparents probably have fond memories of movie ads, too, if only for their comedic value., In the early days, movie ad montages were put together somewhat haphazardly, sometimes, with slides appearing upside down or with sketchy lines blocking an advertiser's phone, number., , Some enterprising business owners tried to overcome these obstacles by engaging viewers, with trivia questions that flashed on the screen. Some companies lobbied for better quality, control. And others may have suffered the indignity in silence. After all, as Film Journal says:, “Mostly, local companies wanted to part of the magic of the movies.”, , The same sentiment lingers today, as sure as the aroma of popcorn still wafts into theaters., But computer and digital technology have advanced so much that the production quality of, the advertisements can rival the quality of the feature presentation. And some people would, argue: consumers' expectations have helped raise this bar. As Americans acclimated to TV –, and TV commercials – the length of cinema ads began to mirror their length. Today, cinema, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 59

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advertisements usually run from between 15 and 30 seconds – long enough for a small, business to make an impression., , What Are the Benefits of Cinema Advertising?, If you haven't had the pleasure of meeting with someone who sells cinema ads, you may want, to prepare yourself for the distinct possibility of hearing how Americans love movies and,, perhaps even more intensely, the movie-going experience. They have a point. Aside from, newly released movies that you can see only in a theater, there is no doubt that watching a, movie in a theater offers some distinct advantages over watching the same movie on even a, jumbo screen at home., , A theater offers:, •, , A wall-to-wall, ceiling-to-floor screen., , •, , Surround sound., , •, , Pitch darkness., , The intensified emotional reaction of viewing a movie with a group, during which time a, mildly amusing scene can become laugh-out-loud funny while somewhat sad scenes can, become tear-jerkers. Even a cynical small-business owner might be hard-pressed to disagree, with these realities. But still. Tell me about the benefits of the actual advertising, you might, say, not the experience. At this point, you might also hear that the advantages of a movie, theater and that the advantages of movie theater advertising are intrinsically linked. The, synergistic relationship is similar to that of newspapers and magazines in that people gravitate, to newspapers and magazines because they can hold the paper in their hands, thumbing, through the pages. These readers enjoy the experience that these media provide. As you mull, the logic of this argument, consider the other distinctive advantages of movie theater, advertising:, A movie theater supplies a generally captive audience. People paid for their ticket and they, want to be there. The images on the screen don't have to compete with most people's No. 1, distraction: their phones. Most theaters ask customers to turn off their phones before the, cinema ads begin to roll., A movie theater is truly one of the “last frontiers” in terms of offering an advertiser an, uncluttered media environment in which to present a message. Sitting in a movie theater may, be one of those few times during the week when people are not working on a laptop or tablet, and are looking at their phone while a radio or TV plays in the background. Even people who, have grown impatient with commercials cannot fast-forward over cinema ads or rely on an ad, blocker to obstruct them. “Silence is golden” in movie theaters as soon as the house lights go, down and the ads start to roll. Talking over a commercial in a movie theater, unlike at home,, can be considered rude behavior., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 60

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A movie theater offers the small-business owner a targeted demographic group, meaning, people who live, within a 10-mile radius of the theater. Narrow the demographic group even, further by realizing that most movie-goers are between the ages of 16 and 44. A movie theater, offers an enviable forum in which to initiate some crossover marketing or promotional, activities. For example, you can hand out product samples or corporate keepsakes in the lobby, before the movie begins. Or you can say goodbye to movie-goers as they leave, handing them, discounts or coupons for your business., Do People Actually Watch Cinema Advertisements?, It would be surprising if your cynical side hasn't returned by now. After all, with so many, other venues competing for your advertising dollar, you want to do more than roll the dice, with your hard-earned money. You know that advertising provides no guarantees, but an, assurance that you can expect some return on investment, known as ROI, from cinema, advertising would go a long way. Keep in mind, however, that researchers_ know_ that, asking people if they actually watch cinema ads is much like asking people if they take the, time to read the newspaper they have delivered, either to their in-box or their mailbox, every, day. Since they're paying for the product, respondents often feel compelled to say that yes, indeed, they're riveted, alright., , In other words, the results of any research, study or report should be read with a grain of salt., One industry report, “The Bigger Picture,” is quoted often and widely. Conducted by Hall &, Partners for Digital Cinema Media, it found that:, •, , “... cinema is working in a very different way to any other media, with ads watched in, the cinema being processed by the brain more consciously, proving a much more, powerful and emotionally engaging medium for brands.”, , •, , The company arrived at this conclusion, Marketing Director Zoe Jones said, because:, “Cinema advertising is eight times more effective at making your brand stand out from, the crowd than television. If you show people an unbranded still from an ad, three times, as many cinemagoers will actually recall which brand it is for, when compared with, TV viewers. Cinema audiences are four times more likely to be emotionally engaged, than a television audience, and those exposed to ads in the cinema are twice as likely, to recall a brand compared to TV.”, , •, , Credit the “experience factor” of the movie-going experience, Jones said: “You still, can’t beat the big screen for sheer impact and scale.”, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 61

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How Much Does Cinema Advertising Cost Compared to Other Methods?, Your marketing team should compile a detailed analysis of how much it costs to advertise in, all the mediums that seem well matched to the customers you wish to reach. A comparison, with cinema advertising rates will be more straightforward, and less frustrating, with these, numbers in hand., , Like other forms of advertising, cinema advertising rates vary, based on:, The length of the ad: 15, 30 or 60 seconds. The number of theatres the ad will appear in. The, number of screens within those theaters the ads will appear on., The duration of the advertising campaign., “Ad buys typically include all the screens in a single movie theater, but can also include, certain screens to reduce movie ad costs,” Blue Line Media says., Still, keep in mind that some theater chains require a “minimum buy,” meaning a minimum, number of theaters (or screens) that will showcase your ads. Furthermore, ad rates may, change without notice, though once you've signed a contract, you should be safe from, unexpected rate increases., , Think in terms of ballpark figures, until a member of your marketing team can confirm the, rates at your favorite movie theater. To run an ad for four weeks, Blue Line Media says to, expect to pay: Between $1,000 and $2,000 per theater for a 15-second spot. Between $2,000, and $3,000 per theater for a 30-second spot. Between $3,000 and $4,000 per theater for a 60second spot., , What Is the Most Effective Type of Cinema Advertisement?, Cinema advertising may strike you as so “out of the box,” so different from other, more, conventional advertising methods, that you may be tempted to create an advertisement that is, equally outside of the norm., This would violate one of the steadfast rules of advertising: be true to your brand and your, image. Start with your logo and corporate colors, and then reproduce them to a T. Look at, your print ads for inspiration, and then use some of the same language. Review your online, ads and perhaps incorporate some of the same images. And if you rely on TV or radio, advertising, get some of the same actors involved. If you want to create an effective cinema, advertisement, create one that provides symmetry with your other advertising initiatives., Symmetry will help you build brand awareness among new customers while also solidifying, your image with people who already know you. In this case, symmetry can be a happy, conspiracy, just as you may have suspected all along., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 62

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Transit advertising, What It Is, Transit advertising is advertising placed in or on modes of public transportation or in, public transportation areas. Using this method of advertising, ads can be placed, anywhere from on the sides of buses, trains and taxis, to inside subway cars, inside bus, stations and near train or bus platforms. The main purpose of transit advertising is to, reach riders and acquaint them with your brand., Importance, Transit advertising is important because it can provide high visibility for your product, on a daily basis. Also, your audience may not necessarily be able to ignore your ads as, they would, for example, by fast-forwarding through a television commercial or radio, advertisement, or flipping past a magazine ad. Many times, it may be hard for a person, to ignore an ad they are sitting across from on a train or bus, simply because it's in their, direct line of view. Also, transit advertising guarantees your small business a varied, audience by age and income., Definition, Advertising that appears inside and outside on public transport vehicles, in waiting, areas, and at stations and terminals., • Transit is targeted at the millions of people who are exposed to commercial, transportation facilities, including buses, taxis, commuter trains, elevators,, trolleys, airplanes, and subways., •, , The increased number of women in the work force, audience segmentation, and, the rising cost of TV advertising, , Types of transit advertising:, Transit advertising is typically advertising placed on anything which moves, such as, buses, subway advertising, truckside, and taxis, but also includes fixed static and, electronic advertising at train and bus stations and platforms. Airport advertising, which, helps businesses address an audience while traveling, is also included in this category., Municipalities often accept this form of advertising, as it provides revenue to city and, port authorities. Transit advertising is a great value that gives a high visibility with a, consistent daily audience. It’s economical and instantly effective without wasted, circulation., Transit provides a number of advantages to advertisers and, although still a small, medium by total advertising standards, has grown at a significant rate in the past several, years. Estimated revenues for transit are approximately $300 million., The popularity of transit advertising are due to a number of factors:, Transit prices have low overall cost and CPM levels. Transit prices are even lower, than traditional outdoor., Transit reaches prospects in the market place and is attracting an increasingly, upscale audience as public transportation becomes more popular in many cities. In, the case of interior signs, advertisers are reaching a captive audience of riders who, average almost 20 minutes per trip. The nature of transit audience allows somewhat, longer messages than outdoor signs., The repetitive nature of the transit audience quickly builds high levels of, frequency over relatively short periods., By: Dr M H Lakdawala : haniflakdawala@gmail.com, 63

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Transit advertising provides a low-cost option for reaching a mobile, urban audience., With likelihood that mass transit will be more popular in the coming years; the growth, of transit advertising is assured., Added to its ability to reach this audience is the fact that municipal governments are, seeking new sources of revenue and transit advertising rental space is one that is readily, available., Types of Transit advertising:, 1. Shelter advertising, With traditional out of home media facing falling revenues and legal restrictions, shelter, advertising is a major growth area. Shelter advertising is normally used as a, complementary medium to outdoor posters. It has the advantage of being able to be, used in areas where zoning regulation ban outdoor., In addition, shelter messages reach not only bus riders but vehicular traffic. In fact as, much as 90- percent of the total shelter audience is vehicular., Shelter advertising has three major advantages:, a. It is an extremely inexpensive medium. CPM levels are among the lowest of any, advertising medium. It is also similar to other out-of –home media in that it generates, high reach and frequency in a short time., b. Advertisers can use shelter advertising to target specific markets. For example, a, packaged good may use shelters in front of supermarkets or jeans wear on the college, campus., c. Shelter advertising is illuminated for 24- hour reach and provides maximum, exposure and awareness. With 4x6 signs, shelter advertising provides stopping power, for both pedestrian and vehicular traffic. Unlike other media, it rarely suffers from, clutter from other competing messages., It is obvious that shelter advertising, although accounting for a small portion of all, advertising revenues, will continue to grow at a faster rate than overall advertising, expenditures., As new product categories come into the medium, we may even see larger increases in, the shelter sector. Finally rather than facing the regulatory problems of outdoor, the, revenues generated by shelter posters are often shared with municipal transit, companies, making the medium a revenue producer to many cities facing tight budget, 2. Interior cards or car cards, Buses and subways usually have overhead and wall mountings for advertising. Local, trains also have advertising space on their walls. These are especially useful when, catering for specific target group such as women. The ads can be placed inside the, women’s compartments of the local trains., Unlike the posters which cannot be read at length commuters in train have ample time, to reach the ad. And therefore a longer copy can be used. Situational-specific, advertising can also be used, for instance Godrej has used car cards very effectively., Car may be spoilt and disfigured by mischievous youngsters. The train route is drawn, and below that the product is advertised. This ensures that commuters referring to the, map will notice the product for its marvel soap., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 64

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Godrej used the ad line “After the hot sticky journey you need the creamy freshness of, Marvel.” The main disadvantage of this medium is that the ads environment is not, pleasing for most commuters and is not a very pleasurable experience. This may put, them in hostile frame of mind., 3. Exterior Posters. Buses also have display ads on the outside space., BEST buses rent out the entire bus that can be attractively painted with the ad message., Dipy’s Jams was the first product that used the BEST as an advertising medium. Since, then several products have used this medium effectively., This medium is not useful during the rainy season as maintenance cost increases. It has, also not succeeded in rural areas and semi-urban areas where the state transport buses, ply. This is because the roads are so dusty that the buses get very dirty and the advertised, message loses its appeal., 4. Station and Bus shelter and Bus and Railway Ticket, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 65

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Point-of-purchase advertising, About Point-Of-Sale (POS) Advertising and Great Design Examples, Definition: Marketing materials or advertising placed next to the merchandise it is, promoting. These items are generally located at the checkout area or other location, where the purchase decision is made., Point-of-sale or also known as POP (Point-of-Purchase) advertising is category in, Marketing communication specialized for sales promotion to attract shoppers. This kind, of advertising serves as a promoter-reminder for the loyal customers and also can be, used for promotion of special events. The goal is to create short-term impact preserving, the long-term brand name and short increase of selling products. The POS, communication attempts to influence customer buying decisions, and also presenting, the products to new customers to convey primary brand benefits. In today’s Advertising, industry using the latest technology, creativity overcomes the standards., Using this kind of promotion requires careful coordination with the marketer’s sales, statistics. This research is must-do for every Advertising agency in order to deliver, effective Point-of-sales brand promotion., Most common noted results in POS promotion is to draw consumers attention to the, brand that is presented. To remind and maintain purchase activity among loyal, customers and attracting new ones. Also, to stimulate trial use for the promoting brand, in target audience that uses competitive brands. The most important thing is to maintain, the brand image that is developed already by advertising. The time frame for using POS, advertising usually is predefined by the campaign and the story behind it., Also is good to know that Point-of-sale or Point-of-purchase strategy belongs to the, category Direct Marketing., Thus POP is Advertising that is built around impulse purchasing and that, utilizes display designed to catch a shopper's eye particularly at the place where, payment is made, such as a checkout counter. There are various types of point-ofpurchase displays, including window displays, counter displays, floor, stands display bins, banners of any kind, and all types of open and closed display cases., Generally, these displays are created and prepared by the manufacturer for distribution, to wholesalers or retailers who sell the manufacturer's merchandise. Often, a, manufacturer will discount the cost of merchandise or in some other way compensate, the, retailer, for, using, a, point-of-purchase, display., , MAJOR TYPES OF POP, 1. Signs differ from displays in that the messages on them are more general. They may, serve notice that a given brand is being promoted or simply direct shoppers to an area, of the store where a product is on sale. Signs attached to a display may include price or, other information about the product., Shelf media, such as shelf-talkers and shelf strips, may be attached to existing fixtures,, and they don't take up precious floor, wall, or counter space., , 2. Windows Displays., These are very popular methods used by chemists’ department stores showrooms. In, fact the term “Window Shopping” has been used to describe “the pull“these attractive, window-displays exert on every passes-by., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 66

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Window display contents are used by manufactures to promote retailers to display their, products attractively. At present Wipro’s BabyCare product have grabbed window, displays at chemists outlets., 3. Displays Cards., These are elaborate cut-out models that are placed outside the retail outlet or placed, near the cash-counters., Frooti, a tetra bricks pack soft drink used this medium effectively., Huge cut-outs of the model drinking Frooti were placed besides boxes filled with hay, and foorti packs., This gave an impression that Foorti was as fresh as mangoes., 4. Wall Displays., Here the folders may be stringed placed across the wall, 5. Merchandising of Racks and Cases., The manufactures may supply the display racks for their products. The round jar of, Cadbury’s Eclairs placed besides the cash counters the racks to display Maggi Soups, and the huge hamper with Maggi Noodles swinging at the doorway of the retail outlets, are striking examples., 6. In store Commercials., This is the latest form of P.O.P advertising. The commercials are viewed by consumers, within the store and act as sales people trying to effect a sale. Electronically operated, display panels near cash counters or small screens near shelf-spaces can be used to, exhibit the commercials. These are common in supermarkets., Advantages of P.O.P Advertising, 1. It is the last advertising opportunity before the purchase and therefore the, manufactures has to hardsell., 2. The P.O.P material is generally similar to the press and TV advertisements and, therefore acts as a reminder of mass advertising., 3. It provides information and identification of the brand its image., 4. the most important advantage is that it increases the sales turnover and makes their, outlets attractive., 5. Retailers recognize the value of P.O.P as it increases the sales turnover and makes, their outlets attractive., 6. Sales promotion contents can be successful by P.O.P material, for example: A retailer, may display the latest Pepsi promotional campaign., 7. At times it can be economical and convenient for the retailer to use P.O.P material,, for Example: A manufacturer may be willing to supply one with advertising for his, brand, at a cost lower than a retailer would pay for one without advertising. In short, P.O.P advertising acts as a dealer aid as well as stimulant for consumers., 8. Manufacturers need not depend upon retailers to push their brands as the P.O.P acts, as a pull technique., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 67

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9. As organized retail such as Big Bazar increases, self service will become the order, of the day. This increases the importance of P.O.P advertising, , Limitations of P.O.P Advertising, 1. With growing competition manufactures are fighting for limited retail spaces. This, increases the clout of retailers., 2. P.O.P material is useful only when it is placed at a high level or in an attractive, manner. This may not be always possible., 3. A clutter of too many P.O.P materials may confuse the consumer., 4. Retailers are not too bothered about installing the display and when one salesman, installs the P.O.P materials, the next salesman from the next sales firm replaces the, display with his own. This limits the life of the P.O.P materials., 5. Wall displays and signs may get damaged or may deteriorate., 6. Display racks may misused by stocking it with competitive merchandise, 7. Retailers usually do not pay for P.O.P material and therefore may not use it correctly, and effectively., 7. Large manufactures having a long term relationship with the retailers and, financial clout may enjoy premium places for their displays to the disadvantage, of smaller manufactures, , Advantages of Digital Media Advertising Bigger Reach, 1. Bigger Reach: The biggest advantage of digital media advertising has got to, be the huge reach it can give any business, and it’s bigger than any other, traditional means of marketing. If you look to everybody you know, you won’t, find anyone who doesn’t use the internet. So, to have an online presence means that, any brand can grow beyond its wildest dreams if they do it all right., , 2. Cheaper: Any ideas how much a street billboard cost, or a TV spot? Well, a lot,, thousands of dollars to be exact. On the contrary, promoting your brand online, doesn’t cost nearly half as much as one of those other traditional means. You can post, ads online and create campaigns, and they cost fractions of what 30 seconds on TV, would. This is the power of the internet, and why pretty much every company out, there is using it. You also have social media, and it won’t even cost you a thing to, create a page and start posting quality content on it. Sure you can boost your posts by, paying money, but if you choose, you don’t need to pay anything and you can still get, good reach., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 68

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3. Tailored Targeting: One of the most interesting and powerful qualities of digital, marketing is the fact that it helps you target specific customers. It’s how companies, multiply their sales, by reaching all the right people. How is this done? Thanks to the, massive data available in the world of digital media advertising, you get to learn who, your most interested demographics are, and you target them among all others., Platforms like Facebook or Google, for instance, give you access to all sorts of data, about your audience, like age, search and purchase patterns, location, interests, and, much more. You get to leverage that data to create content specifically tailored to, those demographics. In a nutshell, you find out who your loyal customers are, what, they like, and more importantly, how to create content specifically for them so they, could remain loyal and invested in your brand., 4. The Ability to Track Results: Another very important feature of digital, advertising is the fact that it allows you to track your results and how well your, campaigns did. Using web analytics and online tools, you get to learn what your, campaigns did best and where they went wrong, and who liked them of your target, audience and who didn’t. This helps you determine what ads of yours are working,, and in time you get to duplicate your successes and minimize your failures because, you have measurable metrics that help you track and understand them., , Disadvantages of Digital Media, , 1. Advertising It Isn’t Easy: In all honesty, digital marketing is complicated, and, it’s a science that needs a lot of time to master, if you even manage to do that., Between SEO, paid ads, pay per click ads, social media campaigns, websites, and, tons of other things, you’ll need a very capable team to manage that, and you’re, going to have to invest in training them and honing their skill if you want them to, truly be good at what they do. It’s a lot to absorb, and more importantly, there are, always new trends and tools created to even further improve the performance of your, campaigns and platforms. So, you need to also keep up to date and always stay aware, of what goes on in this intricate world., , 2. Bigger Competition : While digital advertising opened new doors for you and can, help you take your business to new heights, it did the exact same for your, competition. Every competitor you have is using the same strategies and approaches, you’re using, and that means you have to up your game. Businesses aren’t just local, anymore, and you can just as easily be faced with competition from another country, from out of nowhere. So you always have to be on your toes and at your best game if, you want to go head to head with the best., , 3. You Can’t Afford to Slip: With bigger reach comes a bigger responsibility. A, slip-up can be very costly in the world of digital advertising, and the internet doesn’t, forget or forgive. This is why you need to be very careful because if you offended, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 69

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someone with a campaign or stepped on the wrong toes, it can go viral within hours, and your business can be easily ruined., 4. Privacy Problems:There are some who claim that platforms gathering data on users, without their permission is both unethical and should be illegal. That is something, you need to take into consideration. Is it acceptable to collect information and data, about users, and does this constitute a breach of their privacy?, , MODULE VII: COMMUNICATION MIX, Print Media Buying, a. Newspaper buying:, Characteristics of Newspapers, 1. Immediacy. Newspapers offer the greatest advantage of conveying the message quickly., They are flexible and so the advertising copy can be written very close to the time it goes to, press. This characteristic is especially useful while launching new products or making public, announcements. The advertisements can thus have a powerful new emphasis. For example., When the manufacturer of Good Knight launched “HIT” mosquito repellent, half page ads were, inserted in the Times of India to announce this launch., 2: Selectivity. This is one of the greatest advantages in the Indian context. The advertiser can, select the geographical area over which the message is to be communicated as also the, language. Newspapers offer split-run facilities using which advertisers can test different, campaigns in different geographical areas., 3. Newspapers Mechanical Requirements. Newspapers come in standard and tabloid sizes., Advertising space in newspapers is sold on the basis of columns and inches. Most newspapers, are largely printed on newsprint (a coarse paper stock) by high speed presses. Therefore there, are limitations on the kinds of illustrative materials that can be effectively reproduced., Newspapers have recently begun offering colour supplements. For example, the Saturday, Times of the Times of India , ET Esquire of The Economic Times and the Sunday supplements, of most of the newspapers. In addition to innovative colour techniques, newspapers are adding, other features to attract advertisers. Flexform advertising offers the advertiser the opportunity, in any conceivable shape. Those parts of the newspaper page not containing the advertisement, are filled with editorial matter. For example, the ads of Cinthol Lime, lime Lite and Liril have, used the technque. Such unconventional layouts, surrounded by editorial matter are hard for the, reader to ignore., 4. Variety: Most newspapers present a suitable variety of material to provide an interesting, mix for a wide range of readers. A typical newspaper has sports, financial pages, society news,, city news, shopping columns, comic strips and other features. Some pages are widely read by, women, other by men interested in business news, and so on. An advertiser can select a target, market by placing his advertisements in certain sections or pages of the paper., 5. Penetration: Morning newspapers are read by almost all the literate people. The readership, is much more than the circulation. For example, the Times of India circulation is 7, 00,126, while its readership is 39, 36,000. Children are also keen readers of certain section, 6. Types of newspaper: There are a wide variety of newspapers to choose from. Advertisers, who wish to make announcements would use morning newspapers. For example, public issue, of shares and debentures. The copy in the morning newspapers has to be short and attractively, illustrated. The evening newspaper can be used to advertise family products such as, refrigerators, television sets and cupboard, which require detailed explanation and long copy, including special offers and hire-purchase schemes. Specialty newspapers such as The, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 70

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Economic Times can be used for business-to-business communication such as advertisements, of SKF ball-bearing, HCL computers, and so on., , Factors affecting the choice of newspapers are as follows, 1. Circulation and Readership, It is important to know who will notice our ad. Reach of a newspaper is given by circulation,, which is the number of copies distributed each day for a daily or each week for a weekly. Paid, circulation means the subscribed copies sold on stalls. Controlled circulation means free copies, distributed. The circulation is certified by a body Audit Bureau of Circulation (ABC)., 2. Contract rate or earned rate is based on agreement. It gives a scheme of the number of ads, or the amount space to be bought for earning a discount. If this condition is not satisfied an, additional charge is levied called the short rate., Basically, ad rates are ROP – run of press, and ads can be placed anywhere on any page. But, for special position, we have to pay more. If the same publication house publishes more than, one newspaper, it can offer a combination rate which is lesser than the rate of buying in each, individual media., 3. Split Run Facilities., Many newspapers offer split run facilities. The split run test is a service used for testing print, advertisements in which the media cooperate with an advertiser in allowing the same space for, two or more copy variations to appear in systematic rotation through the entire circulation. This, permits simultaneous circulation of two or more advertisements in identical editorial, surroundings with comparable audiences., 4 Advertising Rates. Most advertisers are constrained by their budgets and thus a newspaper, that offers a competitive rate is most attractive. Publishing groups such as the Times of India, offer special rates for booking space in several newspapers from the same group. (for example,, an advertiser would get a competitive rate if he placed ads in the Times of India, Navbharat, Times, The Economic Times and the Illustrated Weekly., 5. Space Available. When the advertisement is to be published urgently, space availability may, be the only determinant. The positions available in the newspaper are also of a prime, consideration. The front page is the most attractive commands the highest rate. Certain other, positions close to a popular section are also sought after by advertisers., 6. Language. This consideration is closely related to the profile of the readers. For products, that have local markets, regional language newspapers are attractive. When an advertiser wants, to appeal to a specified ethnic group he may use regional language newspapers. For example,, a music group catering for Dandia Raas enthusiasts would find Gujarati newspapers the most, suitable medium., 7. Colour. Many newspapers offer colour supplements which are more attractive than the, black and white section. Advertisers are willing to pay higher rates to enjoy the colour, advantage., 8. Time of Issue. Morning newspapers attract advertisers of new products who make, announcements that require immediate attention. The copy is short and it has less technical, information. Afternoon newspapers attract advertisers of household products and, entertainment, while Sunday newspapers attract a great deal of advertisers catering for women, (colour ads of Garden saris), children (ice-creams), men (industrial products)., 9. Editorial Policy. This factor plays a crucial role in today’s changing political scenario., Newspapers that are pro-government may find it easier to attract advertisers. Advertising in, anti-establishment newspapers would imply that the advertiser is against the government and, this may create problems such as delay in granting license and so on. Some newspapers are, owned by political groups such as “Samna” by the Shiv Sena in Maharashtra. This also, influences the reader profile., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 71

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b. Magazine buying:, Magazine are of three types – general interest magazines like India Today and Outlook or, business magazines like Business India, Business World or Business Today or special, magazines for niche markets like Eastern Pharmacist for pharmacists. Professional journals are, also specialized magazines like the journal for chartered accountants, company secretaries and, costs and works accountants. The advertisements at the top left and top right hand of a, newspaper are called ears., , Factors affecting the choice of Magazine are as, follows:, While planning magazine ads, we have to consider factors like circulation and readership, ad, rates, placement of ads, special facilities given by the magazines., 1. Circulation and Readership: Circulation figures indicate the number of people who will get, to see the ad. But circulation for magazines keeps on fluctuating. The ad rates are based on, guaranteed circulation. It is the figure of those least number of copies which will be delivered., Primary readership of a magazine is the readership of actual buyers or subscribers. Secondary, readership get to read the magazine as it is passed on by the primary readers. Secondary, readership is a matter of research. It always exceeds the circulation. (ABC) Audit Bureau of, Circulation certifies a magazines circulation., 2. Magazines Ad Rates: The rate card shows the rate to be paid and production specifications., It also spells out agency’s commission policy and provides other relevant information. There, are separate rates for Black and White and colour ads. The rates increase depending upon the, number of colour used. Bleed ad has its background colour spread all over the page till its edges., It carries an extra charge. Magazines offer a variety of sizes – full-page, half-page, quarter-page, ads. Fractions of a page in several combination can be offered. Gatefold ad opens like a safe,, when its two folds are opened. It occupies an extra-wide page., Run-of-press ads are placed anywhere. The basic rates quoted by a newspaper entitle the ad, to a run-of-paper (abbreviated ROP) position anywhere in the paper that the publisher, chooses to place it, although the paper will be mindful of the advertiser's request and interest, in getting a good position. An advertiser may buy a choice position by paying a higher,, preferred-position rate, which is similar to paying for a box seat in a stadium instead of, general admission. A cigar advertiser, for example, may elect to pay a preferred-position, rate to ensure getting on the sports page. A cosmetic advertiser may buy a preferred position, on the women's page. There are also preferred positions on individual pages. An advertiser, can pay for the top of a column or the top of a column next to news reading matter (called, full position)., Each newspaper specifies its preferred-position rates; there is no consistency in this practice., Preferred-position rates are not as common as they once were. Now many papers simply, attempt to accommodate advertisers that request a position, such as "above fold urgently, requested.", • Preferred-position Rates: each newspaper specifies its preferred-position rates., • Combination Rates: A number of combinations are available to advertisers. What, they all have in common is the advantage of greatly reduced rates for purchasing, several papers as a group., • Multiple Rate card: Many Newspapers offer a number of rate cards for different, categories of advertisers., 3. Audience Selectivity: As we noted earlier, the audience niche reached by a publication is, normally the starting point for evaluating a magazine. Successful magazines tend to appeal to, relatively audience segments, especially compared to the general magazines of the 1950s such, as Life, Look, and The Saturday Evening Post. However, today even the largest – circulation, publications have an identifiable editorial focus. Sports Illustrated, TV Guide, and Modern, Maturity all reach millions of readers but concentrate on relatively few topics., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 72

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The closest publications to the general – circulation magazines of the past are Reader’s Digest, and the newspaper – distributed supplements USA Weekend and Parade. However, it is, apparent that the typical consumer magazine reaches a particular demographic or lifestyle, category. The combination of clearly defined demographics and compatible editorial, environment make magazines important to many advertisers, either as the primary building, block of a media schedule or as a valuable supplement to other media., 4. Exposure to a company’s primary target audiences. Magazines can reach narrowly defined, audience segments, especially among high – income households. There is no question that, magazines represent the most efficient means of reaching a significant segment of affluent, prospects. Furthermore, the majority of this audience are not heavy users of other media., Therefore, when the marketing objective is to reach affluent customers, magazines will almost, always play a central role in the advertising plan., For more and more national advertisers, the decision is not one of deciding between magazine, and television, but rather how to use hem as complementary media. A study commissioned by, the MPA found the following:, • The combination of print and television produces greater communication of brand, attributes than print alone or television alone., • The selection of a brand versus its competitors increases more when print and television, are used in conjunction with each other than when television or magazines are used, separately., • It is evident that advertisers must plan their creative strategies and executions to, strengthen and enhance the communication objectives for both media. The, complementary advantages of combining magazines and television are greatly, reinforced when creative strategies are complementary for both media., 5. Long life and creative options. A TV commercial is over in 30 seconds, we whiz by a, highway billboard so quickly that only a fleeting glance is possible, and the average newspaper, is in the recycling bin before we leave for work. In this disposable media world, magazines, stand alone as a tangible vehicle. Magazines are often used as reference sources. Articles are, clipped, back issues are filed, and readers may go back to a favourite magazine numerous times, before finally discarding it. Advertisers potentially benefit from each of the exposures., Magazines also offer advertisers a wide range of flexible formats such as double-page spreads,, bright colours, even product sampling. Magazines are particularly suited to long copy., Discussions of detailed product attributes for automobiles and appliances as well as advertising, for financial services all lend themselves to magazines., 6. Qualitative factors. Advertisers buy magazines based on their ability to deliver a particular, audience at a reasonable cost. However, more than any other medium, magazines depend on, less easily measured, qualitative criteria that advertisers traditionally look for in magazines are, the following:, 7. Credibility. Many consumer magazines are considered the leading authority in their field., Car owners look to Road & Track, hunters to Sports Afield, stockholders to Fortune, and, gardeners to Southern Living as sources of reliable information. As we discussed earlier, it is, this position of magazines as authoritative sources that led to so many cross-media spinoffs into, other media. Sometimes the relationship between media credibility and advertising is direct., For example, the Good Housekeeping Seal has been used by Good Housekeeping magazine for, more than 50 years as a method of endorsing products that are advertised in the publication. In, other cases, the connection is less obvious but nevertheless an important part of the qualitative, selling environment of magazine advertising., 8. Compatible editorial environment. When a person picks up Golf Digest, Glamour, or PC, Computing, there is little doubt about their interests. These same readers also watch prime-time, television, listen to the radio on the way home from work, and see numerous billboards each, day. However, it is difficult o anticipate what they are thinking about on these moments. On, the other hand, specialized magazines can practically guarantee a synergism between reader, and editorial content., 9. Reader involvement. The average reading time for a consumer magazine is 52 minutes., More importantly, the more highly educated a reader, the more thoroughly he or she reads a, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 73

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magazine. Studies show that readers with a college degree are exposed to the average magazine, page more frequently and also are more likely to see the advertisements. Reader involvement, is related to the credibility and editorial relationship that readers develop with their favorite, magazines. While not easy to quantify, these factors play a role in determining in which medium, advertisers will invest their dollars., 10. Long closing dates. Unlike the spontaneity of radio and newspapers, magazines require a, long lead time between when advertising material must be submitted and when the ad will run., For example, a magazine advertisement may run 8 to 10 weeks after an advertiser submits it., This long lead time makes it difficult for advertisers react to current marketing conditions either, in scheduling space or developing competitive copy. The long closing dates are one reason why, most magazine copy is very general., 11. Ad Banking. While not an inherent disadvantage of all magazines, ad banking is a practice, that some advertisers do not like. Ad banking is the practice of publications such as National, Geographic to cluster (or bank) all the advertisements toward the front and back of the, publication. Advertisers fear that banking creates advertising clutter and makes it less likely, that their advertising will gain high readership. Some advertisers exclude such publications, from their media schedules., 12. Availability of partial runs editions: advertisers buying not the entire circulation but a part, of the circulation. On a national scale, magazine demographic and geographic editions meet, the same demands of large advertisers. It is very rare that a national magazine does not offer, some type of regional or demographic breakout of its total circulation. These special editions, are called partial runs and are very common and important to magazine advertising., • Demographic Editions. Major magazines routinely offer advertisers those pin codes, with the specific SEC. Advertisements can limit their ads to subscribers in those areas., • Vocational Editions. A magazine may identify professionals or executives among its, readers and allow advertisers to purchase a partial-run directed only at these readers., • Geographic edition: The oldest, and still most available, form of partial-run is the, geographic edition. Depending on the publication, a magazine may offer a combination, of city, state, or regional editions., One advantage of geographic editions is that they can be used for both subscriptions and, newsstand sales, whereas both demographic and vocational editions are confined to subscribers., It is extremely common for even relatively small circulation magazines to offer some form of, partial-run advertising., Split-Run Editions:, It is a special form of the partial-run edition. Split-run editions normally are used by both, advertisers and publishers for testing purposes. The simplest form of split-run test is where an, advertiser buys a regional edition ( a full-run is usually not bought because of the expense) and, runs different advertisements in every other issue., Each advertisement is the same size and runs in the same position in the publication. The only, difference is the element being tested. It may be a different headline, illustration, product benefit, or even price., Partial-run and split run editions offer a number of benefits to advertisers., 1. Geographic editions allow advertisers to offer products only in areas where they are sold., 2. Partial-run can localize advertising and support dealers or special offers from one region to, another. As advertisers, increasingly adopt local and regional strategies, the partial-run, advantages will become even more apparent., 3. split-run advertisement allows advertisers to test various elements of a campaign in a realistic, environment before embarking on a national rollout., 4. Regional editions allow national advertisers to develop closer ties with their retailers by, listing regional outlets. This strategy also provides helpful information to consumers for, products that lack widespread distribution., Partial-run editions also have disadvantages:, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 74

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1. CPM levels are usually much more expensive than full-run advertising in the same, publication and close dates can be as much as a month earlier than other advertising., 2. In the case of demographic editions, the lack of newsstand distribution for these, advertisements can be a major disadvantage if single-copy sales are significant for the, publication., 3. Some publications bank their partial-run advertising in a special section set aside for such, material., SPOT BUYS:, When national advertisers buy time on local stations the practice is known as spot television or, spot buys. The term comes from the fact that advertisers are spotting their advertising in certain, markets as contrasted to the blanket coverage offered by network schedules. Spot television, demonstrates two primary disadvantages compared to network buys., , 1. It requires a great deal more, planning and paperwork than network since each market must, be bought on a one-to-one basis., 2. It is normally more costly on a CPM basis., Various Kinds of rebates, discounts and rates offered in print media buys, 1. Scatter buys, 2. Upfront buys, 3. Make goods, 4. Spot buys, 5. Bulk discounts, 6. Full buy or partial run, 7. Scatter buys, 8. Upfront, 9. Reach, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 75

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Television Buying, Factors affecting the choice of Television are as, follows, 1. Television Rating Point: TV advertisers’ evaluate the medium according to the delivery of, certain target audiences. In the case of networks and large affiliates, advertisers tend to look, for exposure to fairly broad audience segments. The basic measure of television of, Television is the rating point. The rating expressed as a percentage of some population, (Usually TV households), gives the advertiser a measure of coverage based on the potential, of the market., 2. Share of audience: Percentage of radio or television sets tuned to a particular station or, channel during a given period. Formula: Radio (or TV) rating x 100 ÷ Number of Radio (or, TV) sets. The share is defined as the percentage of households using television that are watching, a particular show. It is used by advertisers to determine how a show is doing against its direct, competition., 3. Up-Front and scatter Buys: a term indicating that an advertiser has purchased advertising, for the coming broadcast year in an early buying season, typically for the benefit of lower rates, and CPM guarantees. Purchase of TV time by advertisers during the first offering for the, coming season by networks. Media buyers purchasing the slots in advance., Among the major up-front trends are:, i. Greater demand for time, ii. Agency using computer models called optimizers which provides, additional data to major prime-time advertisers, which gives them, confidence to spread their budget., iii. Globalization, iv. Special events, scatter Buys: The up-front season is followed by a second phase known as scatter, plan buys. Scatter plans are usually bought on a quarterly basis or on a Ad-hoc or as, and when required throughout the year. They are designed for larger advertisers who, want to take advantage of changing marketing conditions or, more often, for smaller, advertisers who are shut out of upfront buys. Generally, scatter plans will sell at a, higher CPM than up-front spots because there is less time inventory and smaller, advertisers do not have the leveraged to negotiate the CPM levels of larger networks., 4. Spot Television or Spot Buys: When national advertisers buy from local or regional, stations, the practice is known as spot television or spot buys. I.e. purchase of time from a, local or regional station, in contrast to purchasing from a national network., The term comes from the fact that advertisers are spotting their advertising in certain markets, as contrasted to the blanket coverage offered by network schedules., The primary disadvantages of spot television are that it requires a great deal more planning and, paperwork than National Network since each market must be bought on a one-to-one basis and, it’s more costly on a CPM basis than National Network buys., Primary purpose for Spot Buys:, 1. To allow network advertisers to provide additional GRP’s in those markets with the greatest, sales potential., 2. To provide businesses with less than national or uneven distribution, a means of avoiding, waste circulation incurred by network Television., 3. Spot buys allow network advertisers to control for uneven network ratings on a market-bymarket basis., 4. National advertisers can use spot to support retails and provide localization for special, marketing circumstances., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 76

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5. Negotiation: Negotiation is the key to the Television buying. Since each advertising package, is unique to a particular advertiser, there are no rate cards for network television advertising. In, Negotiation process advertisers negotiate for time across a number of Television options., 6. Pre-emption rate: A considerable portion of spot TV advertising time is sold on a, preemptible (lower-rate) basis, whereby the advertiser gives the station the right to sell a time, slot to another advertiser that may pay a better rate for it or that has a package deal for which, that particular spot is needed, 7. Run of Schedule (ROS): An advertiser can earn a lower rate by permitting a channel to run, commercials at its convenience whenever time is available rather than in a special position., 8. Product protection: Every advertiser wants to keep the advertising of competitive products, as far away from its commercials as possible. This brings up the question of what protection, against competition an ad will get. Although some station say that they will try to keep, competing commercials 5 to 10 minutes apart, and guarantee that they will not run them back, to back., 9. Stripping: A program scheduled at the same time each day, typically Monday-Friday.., Scheduling a syndicated program on a five-day-per-week basis. That is, they will run “, Balika Vadu” or “any television content”, Monday through Friday in the same time, slot. This practice is called stripping since the show is stripped across a time period. It is cost, efficient to buy fewer shows for multi-showings and allows a station to build a consistent, audience for selling commercials to potential advertisers. Channels do not want huge rating or, audience composition swings from one day to another., Difference between SOA and rating point system, • SOA: No of people who have switched on to a TV., •, Total households watching TV x 100, Total TV Household, •, , Rating Point: No of people who have switched onto a TV Prog, , Total household watching a particular prog x 100, Total TV Household, , Radio Advertising:, Commercial radio in the Indian context has certain inherent characteristics. Its strengths lie in:, 1. Offering local coverage on its medium wave channels, 2. Permeating all economic and social strata, thereby reaching the masses, 3. Its daily frequency, offering scope for continued messages, 4. Broadcasting throughout the day so that message may be repeatedly broadcast, 5. Reaching un-educate village folk who do not read print publication, 6. When the message is to be carried to a large number of people who speak different languages,, radio is a most suitable medium which admirably does the job at the least cost., 7. In a country like India, where literacy rates are low, and so newspapers have limited, significance, radio is a popular both with advertisers and audiences., In radio, the news service is continuous; unlike TV where we receive news in the morning, transmission, and again in the network programme in the evening, which is wide spacing. To, the advertisers, news breaks on radio are the peak listening points when it pays to advertise., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 77

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8. Radio commercial can be produced quickly and is not so costly also. It can be repeated over, a period of time. Radio thus is afforded by even small firms., 9. Radio Creativity and Flexibility, Unlike other out-of-home messages, radio commercials are not static but can be changed almost, immediately to reflect different market conditions or new competition. The personal nature of, radio, combined with its flexibility and creativity, makes it a powerful medium for all types of, advertisers and product categories., One of radio’s greatest strengths is its flexibility. Copy changes can be made very quickly., When marketing conditions suddenly change, you can react instantly with radio., The short lead time in production and copy changes is an enormous benefit to advertisers who, may need last-minute adjustments to their sales messages., 10. The ability to anticipate or react to changing conditions cannot be underestimated., 11. The simplicity of radio can be a major advantage in making tactical marketing decisions., Radio’s sense of immediately and flexibility, all at a cost within the budget of even the smallest, advertiser, has made it an important part of the strategy of many advertisers., , BUYING RADIO, Before radio salespeople can convince clients to buy the medium, they must put themselves in, the place of individual clients to determine how radio will accomplish their marketing and, advertising goals. The successful salesperson must approach the sale from the client’s point of, view. At one time, radio held a unique role in the media schedule of most advertisers. Generally,, radio accomplished one of three functions for an advertiser:, It supplemented other media to add weight to a schedule. It is particularly valuable for special, sales or to react to unanticipated marketing conditions., Radio was valuable as a niche medium. As we have seen, radio often reaches market segments, that are not heavy users of other media. For example, for many teenagers radio is the primary, medium, while print is very ineffective., For a few retailers, especially smaller stores or those with narrowly segmented clientele, it was, their only medium., Today, advertisers continue to use radio for each of these marketing and advertising objectives., However, the radio salesperson finds that the medium landscape is full of new competitors,, each claiming to accomplish many of the same tasks as radio. The localized strategy adopted, by many national advertisers, led media such as television to see the advantages of competing, for local dollars as well as selling added local weight to national advertisers., At one time, radio competed only with newspapers for local dollars. Today, radio finds Yellow, Pages, local cable outlets, broadcast stations, outdoor, direct mail, free shoppers and specialty, books for real estate, automobiles, etc. – all trying to get a share of the local advertising dollar., All of these competitors have a visual element that radio lacks. It has never been more important, for radio to develop creative strategies to overcome this major disadvantage., The radio salesperson must become a marketing consultant, a partner with a client in showing, how radio can solve the problems. A central element in successful radio sales “is an, understanding of other media-not merely to identify and take advantage of a competitor’s weak, spots, but to be able to speak from an informed, objective point of view about the strengths and, weakness of all the media, and to work with the client in developing the most productive, marketing plan.”, It is clear that clients buy radio as a part of overall media strategy. Radio, or for the matter any, medium, is rarely purchased on an individual basis. The client and the media salesperson must, view the media plan as a synergistic one in which each medium complements with others., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 78

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Unless radio can create a value to the other media, it is unlikely it will be a part of media, schedule. Fortunately, radio offers unique characteristics that will allow it to be considered for, at least a secondary role in the advertising plans of virtually all advertisers., USING RADIO RATINGS, Radio also uses ratings and shares and calculates them in the same way as of the TV ratings., However, the audiences and programming of radio mandate that ratings be used in a way much, different from the way ratings are used in television. In this section, we will discuss some uses, of ratings that are unique to radio. Among the primary differences between the use of ratings, in television and radio are the following:, • Radio advertisers are interested in broad formats rather than programs or more, narrowly defined television scatter plans., • Radio ratings tend to measure audience accumulation over relatively long periods of, time or several dayparts. Most TV ratings are for individual programs., • The audiences for individual radio stations are much smaller than television, making, radio ratings less reliable., • Since most radio stations reach only a small segment of a market at a given time, there, is a need for much higher levels of advertising frequency compared to other media., FM Broadcasting, India ushered in a new era of FM broadcasting on August 15, 1993 with the introduction of, private participation in the channel. Let us be acquainted with a few facts about FM : Frequency, Modulation. Radio, as perhaps you are aware, is a way of combining sound waves with an, electromagnetic wave. It was introduced by Reginald Aubrey Ferguson, an engineer from, Canada. Who Are the buyers of outdoor media? They are tobacco companies, tyres and soft, drink companies, consumer goods companies (80 p.c. business), financial advertisers (20 p.c., business). No where else in the world, financial advertising is done by outdoor media. Cinema, hoarding have become a thing of the past., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 79

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MODULE VIII: COMMUNICATION MIX, Communications Mix are the means by which firms attempt to inform, persuade, and remind, consumers, directly or indirectly, about the products and brands they sell. What is, Communication Mix: “Communication Mix” is aimed at not only creating awareness about, the product/service but also at persuading the customer to use and experience it., Communication Mix is also called as “Promotion Mix”. The Communications Mix is the, specific mix of advertising, personal selling, sales promotion, public relations, and direct, marketing a company uses to pursue its advertising and marketing objectives. Promotion, involves disseminating information about a product, product line, brand, or company. It is one, of the four key aspects of the marketing mix., 1., 2., , 3., , 4., , 5., 6., , 7., , 8., , 9., , Advertising: Any paid form of non-personal presentation and promotion of, ideas, goods, or services by an identified sponsor., Personal selling: Personal presentation by the firm’s sales force for the purpose, of making sales and building customer relationships. Communication processes, in which sales associates help customers satisfy their needs through face-to-face, exchanges of information., Public relations: Building good relationships with the company’s various, publics by obtaining favorable publicity, building up a good "corporate image",, and handling or heading off unfavorable rumors, stories, and events. Public, Relations (PR)., Direct marketing: Direct communications with carefully targeted individual, consumers to obtain an immediate response and cultivate lasting customer, relationships.Direct marketing is the use of consumer-direct channels to reach, and deliver goods and services to customers without using market middlemen., Sales promotion: Short-term benefits or incentives to encourage the purchase, or sale of a product or service., Events: A promotional activity such as festival, sporting event, concert or other, activity that draws the right people and gets your message across in the best way, possible., Sponsorship: Sponsorship is about providing money to an event, in turn the, product or company is acknowledged for doing so. Sponsorship helps the, company improve its image and public relations within the market., Viral Marketing: Viral marketing occurs when consumers pass on or, recommend product/company/website to others. This could be via email, or, bulletin boards or word of mouth. Viral marketing may take the form of video, clips,, interactive Flash games, advergames, ebooks, brandable, software, images, text messages, email messages, or web pages. The most, commonly utilized transmission vehicles for viral messages include: pass-along, based, incentive based, trendy based, and undercover based. However, the, creative nature of viral marketing enables an "endless amount of potential forms, and vehicles the messages can utilize for transmission", including mobile, devices. The ultimate goal of marketers interested in creating successful viral, marketing programs is to create viral messages that appeal to individuals with, high social networking potential (SNP) and that have a high probability of being, presented and spread by these individuals and their competitors in their, communications with others in a short period of time., Merchandising: Merchandising refers to the methods, practices and operations, conducted to promote and sustain certain categories of commercial activity. The, term is understood to have different specific meanings depending on the, context. Merchandise is sale goods at a store, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 80

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10., , Word-of-Mouth Marketing: Word of mouth, or viva voce, is the passing of, information from person to person by oral communication, which could be as, simple as telling someone the time of day. Storytelling is a common form of, word-of-mouth communication where one person tells others a story about a, real event or something made up. Oral tradition is cultural material and, traditions transmitted by word of mouth through successive generations., Storytelling and oral tradition are forms of word of mouth that play important, roles in folklore and mythology. Another example of oral communication is oral, history—the recording, preservation and interpretation of historical, information, based on the personal experiences and opinions of the speaker., Oral history preservation is the field that deals with the care and upkeep of oral, history materials collected by word of mouth, whatever format they may be in., In marketing, word-of-mouth communication (WOM) involves the passing of, information between a non-commercial communicator (i.e. someone who is not, rewarded) and a receiver concerning a brand, a product, or a service. When, WOM is mediated through electronic means, the resulting electronic word of, mouth (eWoM) refers to any statement consumers share via the Internet (e.g.,, web sites, social networks, instant messages, news feeds) about a product,, service, brand, or company. If the sender of word-of-mouth communication is, rewarded than this process is referred to as word-of-mouth marketing, which, relies on the added credibility of person-to-person communication, a personal, recommendation. Using WOM as an opposing force to commercially motivated, word-of-mouth marketing has been coined Proconsumer WOM., , 11., , Interactive marketing: Interactive Marketing refers to the evolving trend in, marketing whereby marketing has moved from a transaction-based effort to a, conversation. Interactive marketing features the ability to address an individual, and the ability to gather and remember the response of that individual” leading, to “the ability to address the individual once more in a way that takes into, account his or her unique response. Interactive marketing is not synonymous, with online marketing, although interactive marketing processes are facilitated, by internet technology. The ability to remember what the customer has said is, made easier when we can collect customer information online and we can, communicate with our customer more easily using the speed of the internet., Amazon.com is an excellent example of the use of interactive marketing, as, customers record their preferences and are shown book selections that match, not only their preferences but recent purchases., Mobile Marketing: Mobile marketing is marketing through wireless handheld, devices, such as cellular telephones, and m-commerce or mobile commerce, involves completing a transaction via the cell phone., Telemarketing: Telemarketing is a method of direct marketing in which a, salesperson solicits prospective customers to buy products or services, either over, the phone or through a subsequent face to face or Web conferencing appointment, scheduled during the call. Telemarketing can also include recorded sales pitches, programmed to be played over the phone via automatic dialing., Brand identity: How a business wants a brand's name, communication style, logo, and other visual elements to be perceived by consumers. The components of the, brand are created by the business itself, making brand identity the way in which a, business wants consumers to perceive its brands, not necessarily how it is actually, perceived. Brand identity is different than brand image, which is what consumers, actually think. It is constructed by the business itself. A negative gap between brand, identity and brand image means a company is out of touch with market sentiment,, which will make selling its products more difficult. The brand image held by, consumers can reach a point at which a business or product has to rebrand itself or, risk not bringing in sales., , 12., , 13., , 14., , 15., , Corporate identity: A corporate identity is the overall image of a corporation, or firm or business in the minds of diverse publics, such as customers and, investors and employees. It is a primary task of the corporate communications, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 81

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16., , 17., , 18., , 19., , department to maintain and build this identity to accord with and facilitate the, attainment of business objectives. It is usually visibly manifested by way of, branding and the use of trademarks. Corporate identity comes into being when, there is a common ownership of an organizational philosophy that is manifest, in a distinct corporate culture. At its most profound, the public feel that they, have ownership of the philosophy. Corporate identity helps organizations to, answer questions like “who are we?” and “where are we going?” Corporate, identity also allows consumers to denote their sense of belonging with particular, human aggregates or groups. In general, this amounts to a corporate title, logo, (logotype and/or logogram) and supporting devices commonly assembled, within a set of guidelines. These guidelines govern how the identity is applied, and confirm approved colour palettes, typefaces, page layouts and other such., Point-of-purchase advertising: Displays, signs, structures, and devices that, are promotional, and are used to identify, advertise, or merchandise an outlet,, service, or product and serve as an aid to retail selling. The key word here is, promotional. Merely stocking a shelf with soap or cereal doesn't make for POP., Nor does a sign that says "Meat Department.", In film advertising: In-film advertising, in its most effective form, is about a brand, being a part of the cinema's content. Many global brands are now turning to this, medium for the sheer impact that a movie can make on its audiences. A brand using, the medium of cinema to promote its message. A number of marketers are now, using movies to project the core values of their brands., Transit advertising: Advertising that appears inside and outside on public, transport vehicles, in waiting areas, and at stations and terminals. Transit is targeted, at the millions of people who are exposed to commercial transportation facilities,, including buses, taxis, commuter trains, elevators, trolleys, airplanes, and subways., The increased number of women in the work force, audience segmentation, and the, rising cost of TV advertising., Ambient Advertising: Ambient Advertising definition is: The placement of, advertising in unusual and unexpected places (location) often with, unconventional methods (execution) and being first or only ad execution to do, so (temporal). Newness, creativity, novelty and timing are key themes in, ambient advertising. This definition is deliberately narrow and attempts to, exclude ‘mainstream’ advertising Implicit in this definition are that Ambient is, a moveable and somewhat subjective term and will shift according to the, advertising norms of the day. One of the fundamental premises of Ambient is, that the world is an advertising stage. Everything is a potential advertising, medium—sides of cows, rockets, golf-hole cups etc. It evolved from a need to, apply a single term to what was an increasing request from clients for, ‘something a bit different’ in their advertising. Clients, concerned with issues, of cut-through, competition, decreased effectiveness and disinterested, audiences wanted (and still want) advertising ‘with bite’ from their agencies., However, ‘unusual locations’ lose their point of difference with repetition and, time, and so cease to be something different., , This suggests two things., Unusual location is not the only point of difference for Ambient. The method of execution is, often unusual as well., Holographic projections, role-plays and graffiti are a few examples of this and certainly fit, within the ‘something different’ imperative, This suggests two things. Unusual location is not the only point of difference for Ambient. The, method of execution is often unusual as well., , , , , Messages on the backs of car park receipts, Hanging straps in railway carriages and on the handles of supermarket trolleys, Projecting huge images on the sides of buildings, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 82

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, , , Slogans on the gas bags of hot air balloons, Ambient media in the field of advertising are often mixed with ambient media, developed based on ambient intelligent technology, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 83

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Aperture’ Marketing, Aperture: The best place and time to reach a person in the target market group. An aperture is, the ideal moment for exposing consumers to an advertising message. It is the moment for, exposure effective advertisement when interest and attention are high. Media planner is, responsible from locating the aperture opportunity, Definition: Aperture is the ideal moment for exposing consumers to an advertising message., When the consumer is in the purchasing mode, when the consumer is in the information mode, (the search corridor)., In either case, advertising works best when interest and attention are high. Interest and attention, are high. Even the most brilliant message will fall on deaf ears if the target is not ready to listen, and in a position to act. For example, a person vaguely aware of depression might pay little, attention to a TV ad prompting one to your doctor" about an anti-depression drug. There are, simply too many steps the consumer must take--from deciding to actually do something about, the problem, to making the doctor's appointment, to actually visiting the doctor and asking for, the prescription. Thus, the doctor's office would seem to be a better location to deliver the, message., But even a well-crafted anti-depression product ad in the doctor's waiting room may not, motivate the patient to broach the subject if those patients are engaged in activities such as, filling out paperwork or reading tired magazines. Ironic as it may seem, in the waiting room, their minds are not focused on their health condition., But take that message to a location only 50 feet away--to the physician's exam room--and then, you've found the right moment to prompt this very personal discussion, right in the location, where doctor and patient interact., Bringing three dimensions of targeting together--the right consumer at the right time in the right, place--is the discipline we like to call aperture marketing., Aperture is a term borrowed from photography to describe the opening of a lens. In marketing,, the aperture is the opening of the consumer's mind to grasp your message and take action based, on that message, in the perfect moment of time captured by a well-crafted program. This is the, aperture moment., Aperture moments can vary widely according to the product, category, brand and consumer., If you identify and leverage these moments, you can assure yourself an audience that engages, in and acts on the message you provide. Moreover, you've honed your medium not only to the, best consumer, but the best moment, so you can afford to bring optimal resources to bear at that, precise moment., Effective aperture marketing requires, before anything else, thorough consumer research that, allows the marketer to glean insights into the dimensions of time and place that make up an, aperture and consumer involvement with a decision., Without such understanding, consumer targeting becomes decidedly one dimensional, resulting, in flat approaches that may not break through to the consumer, and often don't deliver results, for the marketer., Armed with an understanding of aperture marketing, savvy marketers can directly influence, targeted customers at the precise time and place that involvement and intensity with the brand, are at a peak., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 84

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MODULE IX:, DIGITAL MEDIA BUYING, Buying Digital Advertising: An Overview Paid media, Owned media and Earned media), , What is earned, owned & paid media? The difference explained., , Think of earned, owned and paid media like a tripod. Each element is an important part, of the whole and all contribute to a complete digital marketing strategy. The illustration, above outlines each element's role and how they work together to form a cohesive, marketing mix., , Earned, Owned and Paid Media Defined:, Earned media:, , If owned media sites are the destination then earned media, is the vehicle that helps people get there. What good is a website or social media site, if no one is seeing or interacting with it? That's where earned media comes in. Earned, media is essentially online word of mouth, usually seen in the form of 'viral', tendencies, mentions, shares, reposts, reviews, recommendations, or content picked, up by 3rd party sites. One of the most effective driving forces of earned media is, usually a combined result of strong organic rankings on the Search Engines, and, content distributed by the brand. First page rankings and good content are typically, the biggest drivers. Rankings on the first page of the search engines place your owned, media sites and content links in a position to receive higher engagement and shares,, which is why a good SEO strategy is crucial. When it comes to brand content,, interesting, informative content can come in all shapes and sizes. Whether it be a, blog, infographic, video, press release, webinar or e-book, the bottom line is that the, content has to be worthwhile in order to receive the valuable earned media; which is, why a great content strategy is also important., By: Dr M H Lakdawala : haniflakdawala@gmail.com, 85

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Owned media: Owned media is any web property that you can control and, is unique to your brand. One of the most common examples is a website, although, blog sites and social media channels are other examples of owned media properties, too. Channels like social media and blogs are extensions of your website, and all three, are extensions of your brand as a whole. The more owned media you have, the more, chances you have to extend your brand presence in the digital sphere., , Paid media:, , Paid media is a good way to promote content in order to drive, earned media, as well as direct traffic to owned media properties. Paying to promote, content can help get the ball rolling and create more exposure. Social Media sites like, Facebook, Twitter and LinkedIn offer advertising that could potentially help boost your, content as well as your website. Another way to gain more exposure for your content is, to pay influencers to tweet or share your links, impacting the reach and recognition your, pieces receive. Using retargeting, Pay Per Click and display ads is an effective and more, direct way to drive searchers to your owned media sites like your website, to help, increase traffic and/or conversions., Key Takeaways, •, All three elements, owned, earned and paid are important to a digital strategy., It's up to you to evaluate these three themes and decide where to allocate your resources, to make the most sense for your brand., •, Owned media sites are an extension of your brand and create additional avenues, for people to interact with your brand. When it comes to owned media, as long as you, can keep up with the maintenance, the more the merrier., •, Earned media is the equivalent of online word of mouth and is the vehicle that, drives traffic, engagement and sentiment around a brand. While there are different ways, a brand can garner earned media, good SEO and content strategies are the most, controlled and effective., •, Paid media is a great way to promote content in order to generate more earned, media and can also be used to drive traffic directly to your owned media properties., While each element has its own role, using all three together will make your digital, media strategy that much more effective. Need help with your digital strategy? Contact, us!, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 86

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Digital Sales Funnel:, A digital sales funnel describes the steps that users take to move from being a prospect to, a customer. While there are multiple marketing funnels, most include stages focused on, awareness, consideration, purchase, and retention. Businesses can use any funnel to guide, their marketing efforts. Each of the sales funnel stages has an impact on consumer behavior., You need to know them intimately. By knowing each step, you can use tactics to improve the, number of people that go from one step to the next. A digital marketing funnel is a, framework that is used to help generate website traffic and nurture that traffic until they, become customers. A typical marketing sales funnel has four stages: Awareness,, discovery, consideration, and conversion. There are a variety of different strategies you, can employ to nurture and attract these visitors at different stages of the funnel., One important thing to note is that you’ll be attracting different visitors to different sales, funnel stages, and everyone won’t always follow the same path throughout your funnel., Digital sales Funnel Stages, There are four main digital marketing funnel stages:, Stage 1 – Awareness: This is when a person first becomes aware of your business or, website. This can occur through a wide variety of means including organic search, social, media, word of mouth, email, press release, links from another website, and more., Stage 2 – Discovery: During this phase, a visitor will start reading a few pages on your, website, consume content, and learn more about your company and what you offer., Stage 3 – Consideration: This is when your visitors will spend more time reading your, site, consuming your media, and even joining your email list., Stage 4 – Conversion: The conversion process can take some time, or it can be quick., This usually depends on what you’re selling, the price point, and how pressing of a, problem your products and services solve., , Retention and Relationship building:, The moment a customer makes a purchase, you’ll want to do everything in your power to, ensure they become a customer for the long-run. This includes the quality of your, customer service, their satisfaction with the product, and communication post-sale., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 87

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If the customer continues to have positive experiences, they’ll stay with you over the, long-run. This includes new products you release, ongoing communication, like email,, and continue making their lives better through your products and services., Another way to look at funnels is through the lens of providing a solution to your, visitors:, Top of the Funnel (TOFU) – Customers are aware of the problem, but not sure what the, solution is., Middle of the Funnel (MOFU) – Educating customers on how to choose the best, solution, and what the solutions are., Bottom of the Funnel (BOFU) – Show why your products or services are the best, solutions to their problem., Why is a Digital Funnel Important?, A digital funnel can be very beneficial to your business. It can benefit your business in, the following ways:, Get more targeted leads – With a funnel in place, the users who make it to the end of the, funnel will be highly qualified., Nurture customers for an easier sales experience – When you speak to customers at, multiple parts of the funnel, you’ll easily progress them from visitor to customer. A, proper funnel is all about providing value, not a hard and direct sales process., Increased revenue – Most aspects of the digital marketing sales funnel can be automated,, which means your business can make more sales with less effort., , How to Create a Powerful Digital Marketing Funnel, 1. Build brand awareness, 2. Identify your target audience for each of the funnel stages, 3. Set your marketing goals, 4. Setup different conversion funnels for each goal, 5. Create targeted content for all stages of the funnel, 6. Use different marketing channels to reach your audience, 7. Measure the results and optimize your funnels, 8. Pay attention to customer retention, 1. Build brand awareness: It’s no secret that Google loves brands. There is no, strict definition of a brand, but instead a variety of factors that contribute to a, strong brand, like the appearance of branded searches, brand mentions, and, more., Here are some brand signals:, • A real and verifiable business address listed on your website, • A local number on your website, • An about page that features detailed company and employee information, • Reviews and company information listed on sites like Yelp, Google My Business,, Glassdoor, and more, • An active social media presence on popular networks like Facebook, Instagram,, and Twitter, Another important factor are brand mentions, which include nofollow links. These can be, things like mentions of your brand name online, even without links., This shows to Google that you have a strong brand that’s featured on relevant, authoritative sources online. If people are talking about a brand by name, then it’s, probably high-quality., Overall, having a strong brand means that you’re trusted. People are more likely to click, on a search result and consume the information on a page if it’s from a brand they know, and follow., Finally, we have branded search terms. These are keywords that include a brand name,, this includes terms like “company name + blog”, “what is company name”, and more. If, keywords like these have a decent volume, then it suggests to Google that you have a, strong brand., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 88

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The first step to building a digital funnel is to start generating exposure for your brand to, generate more traffic back to your website.This phase is often referred to as the top of the, funnel (tofu) because your goal is to start getting as much traffic as possible. Your goal is, to cast a wide net, get these people to your website, and into your funnel to see what, converts and what audience segments respond to you more., Here are some tips for building your brand:, • Make sure your brand has relevant contact information and local citations if you, have a physical business, • Conduct a PR campaign to improve brand mentions, • Use guest blogging to associate your brand with popular websites in your niche, • Make sure you’re active and engaged with your followers on social media, • Focus on onsite and offsite SEO to improve search engine rankings, 2. Identify your target audience for each of the funnel stages:, The different stages of your funnel will speak to different aspects of your target audience., The further your audience moves down your funnel, the more narrow your targeting will, get., For example, if you have a website in the pet space, your top of the funnel will attract pet, owners, or maybe even animal lovers in general. The further they move down the funnel,, the more specific this will get. Maybe they start consuming information on your site about, grooming for dogs, which narrows down to their specific dog breed, then finally, grooming tools specifically created for their dog and the problem they’re experiencing., • This will be your largest audience and comprised of multiple groups. Here you’ll, be casting as wide of a net as possible., • Here you’ll start to segment your audience based on different groups, actions they, take, or even how they visited your site., • At this phase, you’ll have a variety of different audience segments, and people, tagged as buyers. You’ll have segments based on how much the user spends,, whether or not they bought something, and more., Here are some additional ways to segment your audience for more targeted marketing:, • Segment based on the source. This will segment your list based on how they, reach your site, i.e., paid ads, social media, organic search., • Segment based on activity. You can segment users when they take a certain, action, like clicking a link in an email., • Segment based on value. You can segment based on users who spent the most, money and are the most valuable to your business., 3. Set your marketing goals, You’ll want to set your marketing goals before you start setting up your marketing, funnels. There are all kinds of different types of funnels you can create for different, purposes., A funnel for an eCommerce store whose goal is to boost product sales with paid ads will, be different than a sales funnel for a course creator who is using long-form content to, attract email subscribers and make a sale down the road., The general process will remain the same, but the specifics will differ., Here are some examples of common marketing goals:, • Increase email subscribers by 5,000 by running Facebook ads., • Grow email list by 200% by adding strategic opt-ins to high-ranking blog posts., • Increase store sales by 500% by running Google Ads to a landing page opt-in, with, an automated email sequence., • Increase direct store sales by running coupon-based Instagram ads directly to, product landing pages., • Get more leads for telephone sales, 4. Setup different conversion funnels for each goal, Unless you have a single product and a simple one-product sales page you’re probably, going to have multiple conversion funnels in place., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 89

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If you have multiple goals you’re trying to achieve, then you’ll have different conversion, funnels set up to help you reach these goals., For example, you may have one funnel dedicated to getting more email subscribers,, another funnel where the goal is more sales, an email funnel that sells a high-ticket, product, and more., Here are a few examples of different kinds of funnels you can have running together:, • YouTube video > Directly to a product page, • YouTube video > Landing page > Email sequence > Product page, • Facebook ad > Landing page > Email sequence > Product page, • Blog post > Pop-up opt-in > Email sequence > Product page, • Blog post > Email list > Value-add email sequence, • Email list > Segment based on interest > High-ticket item email sales sequence, As you can see, there are all kinds of different conversion funnels you can create. These, are based on the type of content assets you have/want to create and your ultimate goal., Generally, you’ll have multiple funnels running at the same time and will be testing, different funnels to see what converts the best., 5. Create targeted content for all stages of the funnel, Now that you have a better understanding of how digital marketing sales funnels work,, and the various audience types you’re targeting, let’s look at how different types of, content will fit into your funnel., Attraction stage (TOFU), The attraction phase is at the top of your funnel (TOFU)., This is where you’ll be bringing people into your world. A lot of content during this stage, is about generating awareness for your brand. For most people coming into your funnel at, this stage, it’ll be one of the first times hearing about your brand., In this stage, people are beginning to engage and interact with your brand., Here are some content types associated with this stage:, • Paid advertising, • Landing pages, • Video content, • Blog posts, • Visual media, Engagement stage (MOFU), In this stage, people are starting to really engage with your brand. Usually, this involves, consuming a lot of your content, emails, and other media content like video., The engagement stage also has some overlap with the attraction stage. For example, by, ranking high in the search engines with your blog posts you’ll be generating traffic to, your website. But, blog posts will also be solving your visitor’s problems and providing a, ton of value., Here are some content types popular in the engagement stage:, • Long-form blog posts that solve a problem, • Product comparisons/Reviews, • Case studies, Decision-making stage (BOFU), In this stage, your visitors will already be familiar with who you are and will be deciding, whether or not to purchase your products or services., Depending on your niche the initial sale might not happen right away. For example, a, subscriber could join your email list, consume your daily or weekly emails, and finally, turn into a customer six months later., Ultimately, making a sale isn’t as important as forming a long-term relationship., Content that’ll help you make a sale includes:, • Free trials, • Live demos, • Coupons, • Sales pages, If you sell a physical product or even have a SaaS product, you can offer a free trial, free, sample, or a live demo of your product. This is going to be one of the last steps of the, conversion process., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 90

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After the free trial, sample, or demo they’ll either buy or won’t., Relationship building stage, The final stage is the relationship-building stage. Ideally, you’ll already have built a solid, relationship before they decide to buy, but now it’s time to deepen that relationship., There are a variety of ways to delight your customers:, • Sending special offers, • Running contests and giveaways, • Sending regular value-add no sales emails, 6. Use different marketing channels to reach your audience, There’s a nearly endless amount of approaches you can take to reach your target, audience. The methods you use will depend upon who your target audience is, where they, spend time online, and what your budget is., Here are some of the different marketing channels you can use to reach your audience:, Search Engine Optimization (SEO). Attract new visitors to your site by ranking highquality content in the search engines., Search Engine Marketing (SEM). Run ads that appear above the search results and send, traffic to a landing page., Paid Social Media Ads. Run ads across Facebook. Instagram, Pinterest, and more., Organic Social Media. Post creative content to your social media accounts with a link, back to your website in your bio., 7. Measure the results and optimize your funnels, Your sales funnel will be constantly evolving. To measure the success of your sales, funnels you’ll wan, For example, how many people join your email list after clicking on an Instagram ad? Or,, how long are people on your email list before they purchase a product? The only way to, answer these questions, and more, is to analyze your data., As you look over your data you can optimize your funnels to convert better., • A/B test your landing pages, • A/B test your email campaigns, • Analyze Google Analytics to uncover popular content, The best way to optimize your sales funnel is to start at the top and work your way to the, bottom., For example, if you’re creating content like paid ads, videos, or blog posts you can, experiment to see what works until you start getting traffic., Then, you can move onto your landing pages or opt-in pages and test different elements, of these pages including:, • Headline, • Body copy, • Images, • CTA, Finally, you can move onto your offer. Does a discount work better than a free trial? Does, free shipping improve your conversion rate?, Making little adjustments can mean huge improvements in your revenue. You’ll, eventually reach a point where your funnel is as good as it can be, but in the beginning,, you’ll be going through a lot of testing and experimentation., You’ll want to analyze each stage and see which stages convert the best and the worst, so, you can plug any holes in your funnel., 8. Pay attention to customer retention, One very important metric to track is your customer retention rate. This is the percentage, of people that stay with you over the long-term and continue to buy your products and, services. Making a single sale doesn’t mean the funnel is over., With a low retention rate, you’ll constantly have to generate new leads just to keep your, business afloat. However, with a high retention rate, you can focus less on traffic and lead, generation and more on serving your existing customers., Here are a few ways you can improve customer retention:, • Create an automated email sequence that helps buyers get the most out of the, product, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 91

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•, •, •, , Always respond to customer service requests as fast as possible, Invite your customers to offer feedback on your products or services via a survey, Up-sell a customer with more products and services that’ll further solve their, problems, The happier you keep your customers the more likely they’ll buy from you a second,, third, fourth, time. You can also turn customers into advocates who recommend your, business to others., DIRECT BUYS:, A direct buy involves contacting the website (publisher) you want your ad to appear, on and negotiating for placement with their ad sales team., • Direct campaigns are one-time, guaranteed deals from the brand to the publisher. The, brand pays the publisher to serve ads on its website, Direct campaigns are predetermined ad deals. A direct campaign is a fixed transaction between, one brand and one website with defined orders: a set time frame, a fixed campaign budget/spend, and a guaranteed impression amount. The main characteristic is that direct campaigns are onetime, guaranteed deals from the brand to the publisher. The brand pays the publisher to serve, ads on its website., Oftentimes direct campaigns are negotiated between the publisher and the individual brand (or, the brand’s representing ad agency or trading desk). Usually the brand asks for a proposal, request from the publisher, which outlines the types of ad units the site can run, ad inventory in, the desired campaign flight (or time period), and rate or campaign spend. If the brand decides, to move forward with the campaign, a formal Insertion Order (IO) will be sent to the publisher,, outlining final campaign specifications, Key Benefits to a Direct Digital Ad Buy:, • Placement of your ad around specific content :A direct buy allows you to go directly to, the website and place content where you want it. So if you know your audience likes, sports, you can place your ads directly on sports. Or, if you are trying to align your brand, with a sports team, you can place your ads specifically around the content for the team., Programmatic finds your audience. A direct buy gets the specific content you want., • Premium placements: A direct buy will allow you to place your ads in premium spots, throughout the website. Premium spots could be the first content block on the page, a, takeover, transitional, etc. A premium placement on the site typically interrupt the user’s, path and forces them to see your advertisement. Typically these type of placements are, not run through programmatic offerings, and thus make a direct buy necessary to place., • Premium or non-standard IAB ad sizes: Almost all sites will have a 300x250, 728x90, and 160x600. However, publishers will often have larger ad sizes, even non-standard IAB, ad sizes, to help advertisers stand out on the website. The Interactive Advertising, Bureau (IAB) is an advertising business organization that develops industry standards., • Creative: A publisher may be able to handle larger ad load size then what a DSP or ad, network will allow. What does this mean for you? Bigger, better, more engaging creative., The creative could capture emails, have multiple hot spots to click on, play a video, load, a map, have animation, and so forth. In other words, if you can think it up, the creative can, be accomplished. The more capabilities an ad has, the larger the file size, the larger the, load size. Thus making it too large for most programmatic ad systems. Direct buy is best, place way to place it., • Results: Direct buys – utilizing the right ad size, creative and placement – will typically, outperform programmatic buys. In our own research we have seen CTR’s from a direct, buy two to three times better than a programmatic buy., • Relationship: When you place a direct buy, instead of working with an algorithm, you, are most likely working with a person. A person who knows what creative is performing, well, what size is the most compelling, and what placement gets the best results. The, person on the other end of the direct buy will work for you to help you succeed., Drawbacks of Direct Buys, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 92

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•, , •, , •, , Bulk: Going the direct buy route gives you impressions in bulk, so your ads, display on a specific website rather than a range of sites. Depending on your, needs, this can be a disadvantage as it can limit the audiences you reach., Effort: Direct buying involves a lot of manual effort. Reaching out to a, publisher via email, exchanging phone calls, working with the ad team to g et a, good placement, and managing your ads once they’ve been placed is time consuming. Compared to automated programmatic buys, direct buying requires, human labor at every step of the advertising process. As a result, it’s, inefficient to only use direct buys for your campaigns., Transparency & Performance: Although it would seem like a direct buy, would be the most transparent, often times direct publishers lack the, sophisticated tools and viewability reporting that you get with more, established adservers., , Programmetic Buying: [DSP (Demand side, platform) or RTB (Real time bidding), Defining Digital Media Buying and Selling, • Programmatic: Buying digital media in an automated fashion, usually through an, exchange or a demand-side platform., • Ad Network: A media company that sells inventory across a range of publisher sites, to advertisers at a set price. Ad networks work directly with publishers to sell ad, impressions that a publisher has not directly sold. It is not programmatic., • Ad Exchange: A technology platform where publishers and ad networks sell their, impressions to advertisers programmatically. It is an online auction for ads, similar to, how E-Trade is an online marketplace for stocks. Ad exchanges work with multiple, seller sources simultaneously to auction off impressions through real-time bidding or, programmatic direct. Ad exchanges often connect to DSPs and SSPs, but advertisers, can buy from ad exchanges directly., • Demand-Side Platform (DSP): A technology platform that allows advertisers to, manage, purchase and optimize programmatic inventory from multiple ad exchanges, and SSPs through one interface. Inventory can be purchased through real-time, bidding or programmatic direct., • Supply-Side Platform (SSP): A technology platform that allows publishers to, manage, sell and optimize programmatic inventory for advertisers to bid on. SSPs, connect to multiple ad networks, exchanges and DSPs at once to maximize the, opportunity to sell inventory., , What is Programmatic Advertising? How is it, defined?, "Programmatic" ad buying typically refers to the use of software or machines to purchase, digital advertising inventory, as opposed to the traditional process that involves RFPs, human, negotiations and manual insertion orders. It's in simple terms using machines to buy ads., Programmatic buying, or the process of executing media buys through digital technology, platforms like ad exchanges, agency trading desks, and DSPs or SSPs rather than through, manual Request for Proposal (RFPs, negotiation, and buying,, , How is it different from traditional digital buying?, A traditional media plan involves directly approaching a publisher for an ad placement and, then if at all, the ad goes is shown to an audience. In programmatic, it is the other way round., It has moved away from placement buying towards audience buying. If you talk to a marketer, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 93

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and ask him what he wants, he will tell you that it is to raise product/brand awareness and for, him to showcase why his product is better than other similar products. Programmatic, advertising allows brands to have a conversation with its audience (with the right profile) at, the right place, right time and right moment. Digital buying also means a higher level of, efficiency and targeting., Programmatic buying offers a 100% transparent pricing model. Buyers can leverage third-party, data to automatically cherry pick impressions and optimize at the impression level., Programmatic buying automates the placement process by selecting who to serve impressions, to based on data an advertiser thinks is pertinent to the campaign. In a programmatic campaign,, an ad may only show on a specific website if the correct person is browsing that site., , Real-time bidding, What is Real-time bidding?, Real-time bidding refers to the buying and selling of online ad impressions through real-time, auctions that occur in the time it takes a webpage to load. Those auctions are often facilitated, by ad exchanges or supply-side platforms., REAL-TIME BIDDING IS NOT THE SAME AS PROGRAMMATIC, RTB is a decision process within programmatic however not all programmatic advertising, uses RTB. For example, programmatic direct refers to an arrangement made directly between, advertiser and publisher where inventory is agreed at a fixed price for a guaranteed number of, impressions however the execution is carried out programmatically (in an automated way)., Therefore, a real-time auction is not carried out., , How does it work?, As an ad impression loads in a user’s Web browser, information about the page it is on and, the user viewing it is passed to an ad exchange, which auctions it off to the advertiser willing, to pay the highest price for it. The winning bidder’s ad is then loaded into the webpage nearly, instantly; the whole process takes just milliseconds to complete. Advertisers typically, use demand-side platforms to help them decide which ad impressions to purchase and how, much to bid on them based on a variety of factors, such as the sites they appear on and the, previous behavior of the users loading them. Adidas might recognize that a user has, previously been on its site looking at a specific pair of shoes, for example, and therefore may, be prepared to pay more than Amazon or Best Buy to serve ads to him. The price of, impressions is determined in real time based on what buyers are willing to pay, hence the, name “real-time bidding.”, Why does it matter?, Historically, advertisers used websites as a proxy for their ads. If they wanted to reach sports, fans, they would buy ads on a sports-related site, for example. The advent of RTB has enabled, them to target their ads to specific users instead, as per the Adidas example above., RTB is the same as programmatic advertising, right?. RTB is a type of programmatic, advertising, but not all programmatic advertising uses RTB. Some “programmatic” or, technology-driven ad platforms let publishers sell their inventory in advance for a fixed price,, as opposed to auctioning it off. This is sometimes referred to as programmatic direct or, programmatic guaranteed., HOW RTB TRANSFORMS CAMPAIGN PERFORMANCE, • Improved ad performance, • Reduced media wastage, • Lowered cost per acquisition, • Better targeting capabilities, • Greater transparency, • Less operational efficiencies, • Increased margins, • Accurate attribution, HOW DOES THE BIDDING PROCESS WORK?, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 94

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As the name implies, RTB operates on an auction model. You set the max bid (CPM) that you, will pay for a placement and win impressions at $0.01 above the next highest bidder. Here is, an illustration:, , What is demand-side platform (DSP)?, A DSP is a technology platform that integrated with existing ad marketplaces., DSPs help buyers to evaluate and bid for online media on an impression -byimpression basis across multiple sources of inventory., , IDEALLY, A DSP PARTNER PROVIDES THREE LAYERS OF TECHNOLOGY:, A user interface that enables media buyers to quickly bid, optimize and report, on their media spend through all their inventory sources at once., Integration with other technologies that support an efficient online advertising, workflow including ad serving, analytics and reportin g., A real-time bidder, which consolidates access to multiple inventory sources, and supports real-time bidding protocols. This enables buyers to evaluate and, bid on any available impressions in real -time., ExactDrive provides a technology platform and servic e that enables you to use, real-time bidding to buy and optimize online advertising campaigns. ExactDrive, allows you to use global controls to manage your real -time media buying in a, smarter way., Top agencies and advertisers rely on ExactDrive’s transparent universal buying, platform and self-serve advertising booking engine to effectively engage, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 95

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audience. With access to data from nearly any major inventory source, plus the, freedom to create your own business rules for bidding and optimization, you can, drive greater control over campaign performance., , The Role of a demand -side platform (DSP), , Ad Network: A media company that sells inventory across a range of publisher sites to, advertisers at a set price. Ad networks work directly with publishers to sell ad impressions that, a publisher has not directly sold. It is not programmatic, , In essence, an ad network is a company., It’s an intermediary between the publishers and the advertisers and it handles the, communication and transaction to make it easier for its clients. To show how important these, ad networks were (and are), let’s take a look at one of the first of this type:, A company called DoubleClick., It was founded in 1998 and, at the time, it was one of the top 10 most-visited websites on the, internet. The advertisement giant survived the dotcom crash of the early 2000s and was, later bought out by Google for a handsome sum of 3.1 billion USD in 2007., At this time, Google AdSense was around 4 years old, and the newly acquired DoubleClick’s, proprietary software served as the basis for the Google Ad Exchange, under a convenient, moniker:, What you need to know about modern-day ad networks, Ad networks collect and aggregate info from potential advertisers and then post it for the, potential publishers who’ve got ad space to put it up. When the transaction is agreed upon, an, ad is sent from the network’s server to the website that called for it., All of this info is usually defined by the size and by where the ad is published, and it’s, commonly known as ad inventory, both for publishers and advertisers. For example, the, inventory of ad space (publisher’s inventory) can include mobile, email, YouTube, or desktop, ad space, or any other media for that matter., Typically, this space is bought by advertisers in packages that are created by the ad network,, based on the publishers they have at their disposal. All the ads are safely stored on the ad, network’s servers and then distributed to the publishers when called upon. In the other, direction, ad networks have to know which one of the publishers is responsible for a click on, the ad by the potential customer, in order to pay them out., The tracking on the ads is usually done via the so-called tracking pixel which is basically a, hidden pixel, usually right next to the ad. This pixel contains JavaScript code that tells the, network from which site the click on the ad came from., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 96

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AdSense is probably the biggest ad network around but it leaves a lot of the work in the hands, of its users. On the other hand, smaller or more specialized networks have dedicated teams, and services where they do the bidding, targeting, analytics and optimization., As the internet evolves, so do the advertising methods. Nowadays, a new form of an ad, marketplace has shown up and is slowly phasing out the traditional marketplaces – DSPs,, or Demand Side Platforms., Demand-Side Platforms are essentially a form of dynamic markets where you choose to bid, on individual impressions, or clicks, instead of bulk orders. In fact, these platforms, communicate with an ad exchange where advertisers post their inventory with a similar, platform – a Supply-Side Platform. This system allows for much more flexible advertising, strategies than the typical ad networks, which didn’t go unnoticed., Most networks are starting to offer these services, or are switching to a new model., Ad Exchange: A technology platform where publishers and ad networks sell their, impressions to advertisers programmatically. It is an online auction for ads, similar to how ETrade is an online marketplace for stocks. Ad exchanges work with multiple seller sources, simultaneously to auction off impressions through real-time bidding or programmatic direct., Ad exchanges often connect to DSPs and SSPs, but advertisers can buy from ad exchanges, directly., An ad exchange is an online marketplace for advertisers to buy and sell inventory, often, through real-time auctions. Publishers designate inventory, buyers can access and buy it, through bidding platforms, such as DSPs (demand-side platforms)., As more and more marketing moves toward buying audiences to drive efficiencies rather than, buying against specific media content, ad exchanges have grown more important. Ad, exchanges differ from ad networks in that they let buyers see exactly what price inventory is, selling at by aggregating impressions available. Ad networks pull together inventory from, several publisher sources, then sell it for a profit., The idea is that an ad exchange creates a rational marketplace and automates the tedious, buying process, allowing publishers to set a "floor" or minimum bid, as well as rules around, what types of ads they will accept. Buyers then bid for varying types of inventory available, but rarely know in advance where those ads will show up. Sellers also often don't know who, is buying their inventory., In pure exchanges, inventory is "blinded." Publishers will "blind" their inventory to avoid, channel conflict, or the problem of inventory being sold through both automated and live, salespeople., Some publishers, like Conde Nast and The Weather Channel, have created their own private, exchanges or networks of sites that feed into an exchange. Somewhat confusingly, many ad, networks now buy inventory from ad exchanges. Companies in the ad exchange space include, AppNexus, Facebook Exchange, Google's AdX, OpenX and The Rubicon Project, Yahoo's, Right Media., Demand-Side Platform (DSP): A DSP, or demand-side platform, allows advertisers to buy, impressions from a wide range of publisher sites that are targeted to specific users based on, things like location and previous browsing behaviours. A DSP ‘plugs in’ to an ad exchange, (covered below), where publishers make their inventory available. DSPs analyse the, impressions SSPs put out and purchase on behalf of advertisers. They might pay more for, impressions in a certain location or to reach a consumer who might find that ad relevant, How is a DSP different to an ad network?, DSPs pick up where ad networks left off. There’s some overlap in that you can access a wide, range of inventory and targeting, but the key differentiator is that DSPs offer a centralised tool, for buying, serving and tracking ads, and therefore the ability to optimise campaigns more, easily., What’s an SSP?, An SSP, or Supply-side platform, is used by online publishers to automate the selling of their, advertising space, or inventory. It’s basically the same as a DSP but from the other side., While a DSP used by marketers to buy ad impressions from exchanges as cheaply as, efficiently as possible, SSPs designed for publishers to maximise prices they sell impressions, at. They’re both powered by similar kinds of technology., SSPs allow publishers to connect their inventory to multiple ad exchanges, DSPs and, networks all at once, opening it up to more potential buyers. SSPs also offer publishers the, ability to set up ‘price floors’, or the minimum amount they will sell their inventory for to, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 97

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specific buyers or through specific channels. For example, some publishers may lower their, price slightly for a new advertiser as a way to bring them onto their site. SSPs are also, sometimes referred to as a sell-side platform or yield-optimisation platforms., Understanding Key Differences and Benefits, Ad Network, Ad Exchange, Benefits, , Centralized source, for inventory — no, need to buy from, sites individually., , Limitations:, , Lack of transparency, — site reporting, often masked, Fixed CPM — all, impressions cost the, same regardless of, value, No automation —, need to use an IO to, contract each buy, , History:, , Transparency — you, choose which sites to, buy, Bidding environment, — you choose what, CPM to pay, Data segments — use, third-party or firstparty audience data to, enhance buy, , Limited inventory —, you can only access, sites within the, exchange, Specific channels —, some exchanges, specialize in video or, mobile, requiring, access to multiple, exchanges to reach all, channels, Ad networks were, This digital, the first step in, marketplace was the, progressing from, next step in the, site-direct buys and, evolution of digital, are essentially, media buying after ad, simplified, networks, focusing on, aggregators that can audience buying over, categorize and sell, site buying. The, publisher inventory, auction-based, in an easy-toenvironment, understand way. The facilitates buying and, benefit to advertisers selling from multiple, is they no longer, sites or ad networks, need to contract, simultaneously,, dozens of individual bringing efficiencies, sites to reach their, and targeting, audience at scale., advances. Advertisers, The benefit to, have better targeting, publishers is they get through audienceto sell inventory, focused buying,, more effectively than greater visibility into, site direct. There are purchased inventory, many types of ad, and the ability to, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , Demand-Side, Platform, Multiple inventory, sources — DSPs, connect to several ad, exchanges and SSPs, and offer several, channels, Transparency — you, choose which sites to, buy, Bidding environment, — pay what you, think each individual, impression is worth, Data segments — use, third-party or firstparty audience data to, enhance buy, Steeper learning, curve — multiple, bidding options allow, for greater precision,, but it takes longer to, master the nuances of, buying, , Demand-side, platforms are the, latest phase in digital, media buying’s, evolution — going, beyond site or, audience buying and, using data in a much, deeper way., Programmatic has, more data available, than any other, medium, and this can, be used to evaluate, each impression, individually to, determine what it is, worth. Using a DSP, provides buyers with, more precision to, reach the right person, with the right, message at the right, , 98

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networks; most are, specialized by, vertical,, demographic or, medium., , choose how much to, bid. Publishers can, maximize profit by, offering inventory to, an ad exchange in, addition to an ad, network, increasing, opportunity for ad, sales., , time by allowing, buyers to bid, differently on various, factors, such as time, of day, geography,, data segment and, much more., Additionally, DSPs, connect to multiple, ad exchanges and, SSPs, which provide, buyers with a onestop shop to buy all, channels from a, single source., Publishers benefit, from the additional, opportunities to sell, their inventory., , What Is Affiliate Marketing?, Affiliate marketing is the process by which an affiliate earns a commission for marketing, another person’s or company’s products. The affiliate simply searches for a product they, enjoy, then promotes that product and earns a piece of the profit from each sale they make., The sales are tracked via affiliate links from one website to another., What does affiliate marketing do?, Affiliate marketing is an advertising model in which a company pays others (e.g., bloggers) to, advertise their products and services and generate sales. Affiliates place ads or market the, products or services on their website, app, or blog. Commissions are paid on leads that, convert to sales. Affiliate marketing is the process of earning money (commissions) every, time you promote a company's products or services and drive a sale. You only get paid every, time you drive a sale, just like a commission-only sales representative., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 99

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How Does Affiliate Marketing Work?, Because affiliate marketing works by spreading the responsibilities of product marketing and, creation across parties, it manages to leverage the abilities of a variety of individuals for a, more effective marketing strategy while providing contributors with a share of the profit. To, make this work, three different parties must be involved:, , •, , Seller and product creators., , •, , The affiliate or advertiser., , •, , The consumer., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 100

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Let’s delve into the complex relationship these three parties share to ensure affiliate, marketing is a success., , 1. Seller and product creators: The seller, whether a solo entrepreneur or large, enterprise, is a vendor, merchant, product creator, or retailer with a product to, market. The product can be a physical object, like household goods, or a, service, like makeup tutorials. Also known as the brand, the seller does not, need to be actively involved in the marketing, but they may also be the, advertiser and profit from the revenue sharing associated with affiliate, marketing. For example, the seller could be an ecommerce merchant that, started a dropshipping business and wants to reach a new audience by paying, affiliate websites to promote their products. Or the seller could be a SaaS, company that leverages affiliates to help sell their marketing software., 2. The affiliate or publisher: Also known as a publisher, the affiliate can be either, an individual or a company that markets the seller’s product in an appealing, way to potential consumers. In other words, the affiliate promotes the product, to persuade consumers that it is valuable or beneficial to them and convince, them to purchase the product. If the consumer does end up buying the product,, the affiliate receives a portion of the revenue made. Affiliates often have a, very specific audience to whom they market, generally adhering to that, audience’s interests. This creates a defined niche or personal brand that helps, the affiliate attract consumers who will be most likely to act on the promotion., , 3. The consumer: Whether the consumer knows it or not, they (and their, purchases) are the drivers of affiliate marketing. Affiliates share these, products with them on social media, blogs, and websites. When consumers, buy the product, the seller and the affiliate share the profits. Sometimes the, affiliate will choose to be upfront with the consumer by disclosing that they, are receiving commission for the sales they make. Other times the consumer, may be completely oblivious to the affiliate marketing infrastructure behind, their purchase. Either way, they will rarely pay more for the product purchased, through affiliate marketing; the affiliate’s share of the profit is included in the, retail price. The consumer will complete the purchase process and receive the, product as normal, unaffected by the affiliate marketing system in which they, are a significant part., , How Do Affiliate Marketers Get Paid?, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 101

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A quick and inexpensive method of making money without the hassle of actually selling a, product, affiliate marketing has an undeniable draw for those looking to increase their income, online. But how does an affiliate get paid after linking the seller to the consumer?, The consumer doesn’t always need to buy the product for the affiliate to get a kickback., Depending on the program, the affiliate’s contribution to the seller’s sales will be measured, differently., The affiliate may get paid in various ways:, , a. Pay per sale: This is the standard affiliate marketing structure. In this, program, the merchant pays the affiliate a percentage of the sale price of the, product after the consumer purchases the product as a result of the affiliate’s, marketing strategies. In other words, the affiliate must actually get the investor, to invest in the product before they are compensated., b. Pay per lead: A more complex system, pay per lead affiliate programs, compensates the affiliate based on the conversion of leads. The affiliate must, persuade the consumer to visit the merchant’s website and complete the, desired action — whether it’s filling out a contact form, signing up for a trial, of a product, subscribing to a newsletter, or downloading software or files., c., , Pay per click: This program focuses on incentivizing the affiliate to redirect, consumers from their marketing platform to the merchant’s website. This, means the affiliate must engage the consumer to the extent that they will move, from the affiliate’s site to the merchant’s site. The affiliate is paid based on the, increase in web traffic., , Become an Affiliate, If you are an affiliate, the first thing you need to do is find a product or service that you are, going to promote. This means that you will have to find a company or an individual whose, products or services you want to promote. Finding something to advertise should not be a, very hard thing to do if you know what you are looking for. That is why you should always, look for something specific, that you believe is relevant for your blog or useful to your, audience. The company you will choose will be your merchant that will pay you the, determined commission per visits or sales from other people that will use your affiliate link., To join a company’s partner program, you will have to apply first. For this purpose, you, should be looking for “Affiliates”, “Partners” or “Affiliate Program” as it goes under different, names online. When you finish this process, you will become their affiliate and you will be, given your own custom affiliate link to promote wherever you like. Every affiliate link has a, unique ID that the merchant as well as you can track., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 102

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When it comes to the steps you need to follow to become an online affiliate marketer, you, should know there are four main ones., The following steps are required to become an affiliate:, Step #1 — Review Niche Products: Since everyone can become an online affiliate marketer,, it is very important to be a good one. And, how can you become good at what you do?, Logically, if you know exactly what you are doing. As an affiliate, you will have to choose at, least one niche you feel comfortable being in. This niche should be something you have, experience or knowledge in. In order to become an affiliate marketer from products in a, specific niche, you will have to at least have some kind of experience with similar or identical, products. That is why, the first thing you should do, is to review niche products. Whatever, your niche is, stick to that. It is very interesting how people immediately recognize whether, someone knows the product they are advertising or not. So, do not be a bad marketer,, because, at the end of the day, it is you who lose. The more you promote a product you have, no idea how works, why it is good or how to use it, the fewer sales you will make., Step #2 — Focus on Building an Email List: One of the most common mistakes affiliate, marketers make is that they do not focus on their email list. Although it is seemingly, insignificant, the email list will become your best friend. So, put some time and effort into, building a quality one., Today, email is one of the best marketing channels. To be able to build your perfect email list,, you will first need to develop a concept. Decide on tools, apps, and systems that you are, going to use. For the part of documenting your data, I highly recommend using Google Sheets, or Excel. Further, divide all the important info into several columns so you will have all of, your “Who”s, “What”s, and “When”s. The columns should include the name of the person, you will later contact, what are they working (possibly the name of the company too), when, you would contact them and why them exactly. In order to have a good response rate, as with, any email campaign, you will have to create your emails to be as personalized and customized, as possible. So all the small details, such as the name of the Company they work at, and the, “Why” factor, can serve you a great purpose. You need to understand all of your prospects, and come up with ways of approaching them. Do not create templates for this part, because, not everybody will fit into that message. Other than manually building your email list, by, searching for people you believe will need or want the product you are promoting, you can, also acquire emails by inserting call-to-action buttons on your page. The important thing here, is to always offer them something in exchange for their email address., Step #3— Teach Your Audience Something: The more you see affiliate marketing as a, regular job, the worse you will be in it. Thanks to the Internet today, you can meet and talk to, people from all over the world. Therefore, use that in your advantage. Being an affiliate, marketer is not an easy job. Do you have an idea of how many affiliates are out there?, Dozens. Because of this reason and the reason you will want people to make purchases using, your affiliate link, you will have to be convincing, friendly, and most importantly-vocal. If, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 103

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you are not active on social media, or you do not have a blog/website, you are most likely to, never be successful at being an affiliate marketer. I am sorry, but it is the only truth., Many people assume getting an affiliate link and pasting it on forums and different sites will, do the work for them. Although this may work in some cases and smaller communities, if you, want to make good money from affiliate marketing, you need an audience that will believe, and value your words., How can people value your words? Once again, this is easier said than done, but definitely not, impossible. The more you teach people things, the higher the opinion they will have of you. It, is a golden rule for basically any business and industry. But, before you can teach others, something, you need to learn stuff yourself. Depending on the industry you are in, make sure, you educate yourself enough on certain topics, so you can know for a fact that what you say is, truthful. Then, share that knowledge with your audience., Step #4 — Use Paid Advertising: Even though I recommend using paid advertising to grow, as an affiliate marketer, do not use it right from the beginning. When you jump into paying, for advertisements right from the start, you have a risk of losing precious time and money., That is why you should leave yourself to grow as an affiliate and form some kind of audience., Then, you can start thinking of PPC advertising., So, here are some tips that may help you more easily find products and services to, promote., , 1. Promote Products You Already Use: As an affiliate, you will not be able to, promote all the products that you already use and love. But, the ones that you, do end up promoting online, you should definitely approve and find them, useful. Keep in mind that your audience will listen to your words, so do not, advertise something you have never tried or you hate. Already knowing the, product well enough, will allow you to give a more detailed review, therefore,, convince your audience to purchase that specific product. Make a list of all the, products you think are worth advertising and then search for affiliate, marketing options on their websites. Then apply to become their affiliate and, start spreading the message about their product while sharing your own, affiliate link., 2. Join Big Affiliate Networks: Affiliate networks have the main purpose of, being middleman between the merchants and the affiliate marketers. So, if, affiliate marketing is something you try for the first time, it is a great idea to, join some of the biggest affiliate networks. By joining these networks, you, will be able to see the products that are available for advertising as well as the, companies that offer partner programs. The affiliate networks will help you, quickly find products and services that are relevant in your industry and, By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 104

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promote them on your website or social media platforms.Currently, the list of, best affiliate marketing platforms mentions names such as eBay, Shopify,, Skimlinks, VigLinks, ShareASale, PeerFly, StudioPress and many more., 3., , Look for Products/ Services Others Promote: If you have a hard time, finding products or services to best fit your page or profile, what you should, do is look for products people or blogs similar to you, are recommending. This, will give you an insight into what their audience is interested in. If you already, have a similar profile or page means that you probably have the same audience, so those are the products or services you should be advertising too., , 4. Contact the Companies: Not all companies actively promote their affiliate, marketing programs. There are many companies that do not offer any kind of, information about their affiliate programs on their websites. This does not, mean that the company has no such program. Reach out to any company that, has a product or a service that you like and would like to promote. By sending, them an email, the companies will tell you whether they have an affiliate, program or not. If they actually have an affiliate program, they will invite you, in their program and will give you an affiliate link. You literally have nothing, to lose but a lot to gain., , LEAD PROGRESSION:, Lead progression is the act of persuading leads to take next steps that create, transitions forward in their buying journey. It's actually the art of creating, pipeline momentum. Lead progression, the first element of the Sales Cycle Triad,, includes identifying, assessing, assigning, responding, selling, tracking, and nurturing, leads. In simple terms, a lead is an individual or organization with an interest in, what you are selling. The interest is expressed by sharing contact information, like, an email ID, a phone number, or even a social media handle., Lead progression is the act of persuading leads to take next steps that create transitions forward, in their buying journey. It’s actually the art of creating pipeline momentum., Lead nurturing is the process you use to do that by providing the right content at the right time, based on the lead’s stage in their buying process., It’s the quality of the execution of lead nurturing that will produce lead progression. Nurturing, executed as “just keeping in touch” generally isn’t designed to produce progressive reaction,, only sustained awareness. So there can be a big difference if nurturing is executed without being, intentionally designed to produce progression., For example, if your lead is researching best practices, sending them an article about why they, need to solve the problem will not move them forward because they’ve already decided the, problem is a priority that needs to be solved – otherwise they wouldn’t be researching best, practices. In my book this would be the difference between the status quo stage of the buying, process and the research stage., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 105

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One of the fundamentals of inbound marketing is the idea of offering prospects engaging, content. The goal is not just to nurture or educate the prospect. The goal is to progress the, prospect forward through their buying process. You do that by offering them content that, matches the stage of the buying cycle that they are currently in and providing a series of call to, action steps that guides them through the buying process. You are trying to satisfy their need, for information so that they will, so to speak, check the box and move along to the next stage, in their process., Determining which stage of the buying cycle that a prospect is in is not always easy. And buyers, don’t always progress forward in a nice orderly fashion. Some buyers skip steps. Others take a, step forward, and then a step backwards. Each buyer progresses at their own individual pace., This is why it’s important to have a system to track and score each lead, based on the actions, (or inactions) that they have taken in response to your own marketing actions. Depending on, your volume of leads and marketing activities, you might get away with tracking leads and, activities in a spreadsheet. But it you have over a hundred prospects and a robust set of, campaigns designed to nurture your prospects along, then you’re more likely to need a system, that will handle lead tracking and scoring., , Push notifications:, A mobile app push notification is a message sent by an application to a customer’s, mobile device. You can send push notifications to customers who have installed your, mobile app and opted-in to receive messages. Mobile app push notifications are, typically used to deliver product updates, reminders, personalized offers, breaking, news and any information that’s integral to the functionality of the app and requires, special attention, or needs to be actioned quickly., Mobile app push notifications are typically used to deliver product updates, reminders,, personalized offers, breaking news and any information that's integral to the, functionality of the app and requires special attention, or needs to be actioned quickly., What are push notifications examples?, They can do a lot of things; for example, they can show the latest sports scores, get a, user to take an action, such as downloading a coupon, or let a user know about an, event, such as a flash sale. Push notifications look like SMS text messages and mobile, alerts, but they only reach users who have installed your app, , Native Ads: Native display advertising uses ads that automatically adjust, themselves to the webpage they appear on, matching the format and function of the, site. Native ads look and behave as if they were a part of the site they appear on., Yahoo’s research into display ad performance has proven that native ads generate 3.6, times higher uplift in brand searches than regular display ads and 3.9 times greater, uplift in the website view-through rate. At Click Consult we use Yahoo Gemini to, publish native ads across Yahoo Display Network that services on average 400, million users monthly on Yahoo products like Mail, Mobile Search, News, Sports,, Finance, Celebrity, Movies, TV, Music, Travel, Homes, Autos and My Yahoo. The, platform also allows managing tablet, mobile and desktop traffic separately allowing, By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 106

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us to formulate a more granular bidding strategy. While text ads sell with words and, display ads sell with pictures, rich media ads offer more ways to involve an audience, with an ad… ads can expand, float, peel down and more, , Compensation methods, Compensation methods (Remuneration), Pricing models and business models used for, the different types of internet marketing, including affiliate marketing, contextual, advertising, search engine marketing (including vertical comparison shopping search, engines and local search engines) and display advertising, a. Cost Per Action Advertising: Cost per action (CPA), also known as pay per, action (PPA) and cost per conversion, is an online advertising pricing model where the, advertiser pays for each specified action - for example, an impression, click, form, submit (e.g., contact request, newsletter sign up, registration etc.), double opt-in or sale., Cost per action advertising generally involves less risk for advertisers than other, advertising techniques. Since you only pay when you get a lead or a sale, you are, protecting yourself from potential eyeballs that won’t convert, as well as click fraud., Those possibilities can put a dent in your pocketbook fast. At the same time, you are, ensuring that you only pay when you have money coming in, or when the prospect for, money coming in is relatively great., b. Pay-per-sale (PPS) - (revenue share): Cost-per-sale (CPS). Advertiser pays the, publisher a percentage of the order amount (sale) that was created by a customer who, was referred by the publisher. Revenue sharing. Compensation methods, (Remuneration), Pricing models and business models used for the different types of, internet marketing, including affiliate marketing, contextual advertising, search engine, marketing (including vertical comparison shopping search engines and local search, engines) and display advertising., c. Pay-per-lead (PPL)/pay-per-action (PPA): Cost-per-action or cost-per-acquisition, (CPA), cost per lead (CPL). Advertiser pays publisher a commission for every visitor, referred by the publisher to the advertiser (web site) and performs a desired action, such, as filling out a form, creating an account or signing up for a newsletter. This, compensation model is very popular with online services from internet service, providers, cell phone providers, banks (loans, mortgages, credit cards) and subscription, services., d. Pay-per-call: Similar to pay per click, pay per call is a business model for ad listings, in search engines and directories that allows publishers to charge local advertisers on a, per-call basis for each lead (call) they generate (CPA). Advertiser pays publisher a, commission for phone calls received from potential prospects as response to a specific, publisher ad. The term "pay per call" is sometimes confused with click-to-call, the, technology that enables the "pay-per-call" business model. Call-tracking technology, allows to create a bridge between online and offline advertising. Click-to-call is a, service which lets users click a button or link and immediately speak with a customer, service representative. The call can either be carried over VoIP, or the customer may, request an immediate call back by entering their phone number. One significant benefit, to click-to-call providers is that it allows companies to monitor when online visitors, change from the website to a phone sales channel. Pay-per-call is not just restricted to, local advertisers. Many of the pay-per-call search engines allows advertisers with a, national presence to create ads with local telephone numbers. Pay-per-call advertising, is still new and in its infancy, but according to the Kelsey Group, the pay-per-phonecall market is expected to reach US$3.7 billion by 2010., e. Pay-per-install (PPI): Advertiser pays publisher a commission for every install by a, user of usually free applications bundled with adware applications. Users are prompted, first if they really want to download and install this software. Pay per install is included, in the definition for pay per action (like cost-per-acquisition), but its relationship to, how adware is distributed made the use of this term versus pay per action more popular, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 107

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f., , to distinguish it from other CPA offers that pay for software downloads. The term pay, per install is being used beyond the download of adware., Pay-per-click (PPC) or Cost-per-click (CPC): Advertiser pays publisher a, commission every time a visitor clicks on the advertiser's ad. It is irrelevant (for the, compensation) how often an ad is displayed. commission is only due when the ad is, clicked. See also click fraud., , Definitions:, 1) Average frequency: The number of average opportunities to see (OTS). It is calculated by, dividing gross reach by net reach. Average issue readership: An estimated number of people, who, 2) Below-the-line: Advertising that uses controlled delivering techniques like telemarketing,, point-of-sale in shops, direct mail, public relations etc. This falls below an arbitrary, demarcation line between the ad media that pay commission to ad agencies and those who do, not., 3) Bleed: When the printed area of an ad extends to the border of the page rather than being, set in a box or limited by white margins. Printing to the edge of the page, with no margin or, border. Block. Consecutive broadcast time periods., 4) Break bumper: A TV commercial in the form of the sponsor’s logo, restricted to a, maximum of 10 seconds at the start and end of a commercial break., 5) Burst strategy: An ardent phase of advertising within a concentrated period of time., 6) Clutter: A term describing a high intensity of competing ad messages that consumers happen, to, come, across, in, a, given, time, period., 7) Cost per thousand (CPT): The cost borne by the advertiser to reach 1,000 people in the, target audience., 8) Cover date: Cover date refers to the date displayed on the covers of magazines. However,, this is not necessarily the true date of publication. In India the standard practice is to display on, magazine covers a date which is some weeks or months in the future from the actual, publishing/release date. The reason for this apparent discrepancy is to inform newsstands when, an unsold magazine can be removed from the stands and returned to the publisher or be, destroyed. Weeklies (such as Time and Newsweek) are generally dated a week ahead., Monthlies (such as National Geographic Magazine) are generally dated a month ahead, and, quarterlies are generally dated three months ahead., 9) Exposure: Exposure of a target audience to an ad expressed as an opportunity to see (OTS), or opportunities to hear (OTH)., 10) Full Run: Buying the entire circulation of the magazine, Gross Rating Point (GRP): A unit of audience measurement, commonly used in the audiovisual media, based on reach or coverage of an ad. A single GRP, usually, represents 1 per, cent of the total audience in a given region., 11) Off-the-page advertising: Advertising products/services in the print media that invite, consumers to purchase by filling in a coupon (cut out from the ad), by ringing up a number or, by accessing a website given in the ad., 12) Frequency. The number of times that an average audience member sees, or hears an advertisement; the number of times that an individual or household is exposed to, an advertisement or campaign (frequency of exposure); the number of times that an, advertisement is run (frequency of insertion)., 13) Pulse: A pulse is a period of intense advertising activity. The pulses can occur at the start, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 108

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while launching a new product. There can a promotional pulse of one shot, e.g., financial, advertising of a company’s issue., 14) Reach: Percentage or number of target audience that has had an exposure to an ad or a, campaign at least once within a designated period., 15) Cumulative reach. The number of different households that are exposed to a medium or campaign during a specific time., 16) Share of voice: Each advertiser’s GRP expressed as a percentage of the total GRPs of all, the advertisers belonging to a specific product /service category., 17) Split run: A facility offered by a publication that allows advertisers to run different copies, in different parts of the publication’s circulation area., 18) Spot Buys: When national advertisers buy time on local stations the practice is known as, spot television or spot buys. The term comes from the fact that advertisers are spotting their, advertising in certain markets as contrasted to the blanket coverage offered by network, schedules. Spot television demonstrates two primary disadvantages compared to network buys., It requires a great deal more, planning and paperwork than network since each market must be, bought on a one-to-one basis., It is normally more costly on a CPM basis., 19) TRP (Target Rating Point): A unit of TV audience measurement based on coverage. A, single TRP represents 1 per cent of the targeted viewers in any particular region., 20) Wastage: When an ad reaches the consumers whom the advertiser does not want to reach., Reaching people who are neither customers nor prospects., 21) Wearout: The level at which an ad campaign loses its effectiveness after repeated, exposures., , 22) Short rate: Charges resulting from the recalculation of an advertiser's rate after failing to, fulfill contract stipulations., 23) Agency of Record: An advertising agency, appointed by an advertiser, with full authority, to negotiate, contract and provide insertion instructions to the media on the advertiser's behalf., 24) Audience Duplication: A measurement of the overlap of audience between different media, (external) between successive issues, or broadcasts of the same medium (internal)., 25) Gatefold: Double or triple-size pages, generally in magazines, that fold out into a large, advertisement., 26) Gross audience: The audiences of all vehicles or media in a campaign, combined. Some, or much of the gross audience may actually represent duplicated audience., 27) Gutter: The inside page margins where a publication is bound. The inside margins of two, pages that face each other in a print publication., 28) Milline rate: Used to determine the cost effectiveness of advertising in a newspaper;, reached by multiplying the cost per agate line by one million, then dividing by the circulation., Also referred to as Milline., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 109

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29) Opportunities To See (OTS): OTS is, the number of times the publications/spots in the, schedule are (potentially) seen by the target audience. Thus Opportunity to See (OTS) is a single, opportunity to view an ad—used interchangeably with exposure and impression., , 30) Run-of-schedule: A station's option to place a commercial in any time slot that they choose., 31) a. Share of voice: A competitive analysis of a product's advertising exposure within a, specific category or market. Analyses commonly are based on the number of printed pages or, the total amount spent., 31) b : Share of Mind:, Marketers try to maximize the popularity of their product, so that the brand co-exists with, deeper, more empirical categories of objects. Kleenex, for example, can distinguish itself as a, type of tissue. But, because it has gained popularity amongst consumers, it is frequently used, as a term to identify any tissue, even if it is from a competing brand, One of the most successful firms to have achieved pervasive mind share is Hoover, whose name, has been synonymous with vacuum cleaner for several decades. Similarly, the term "googling",, describing the act of online searching, was derived from the Internet search engine Google., Popularity can be established to a greater or lesser degree depending on product and market., For example, it is common to hear people refer to any soft drink as a "coke", regardless of, whether it is actually produced by Coca-Cola or not. The term "cola" would be a more accurate, term., , 32) Split run: Testing two or more print advertisements by running each only to a portion of, the audience, usually in a single issue., 33) Up-front Buys: The purchasing of broadcast or print advertising early in the buyings, 34) Run-of-press or Run-of-paper (ROP): A newspaper publisher's option to place an ad, anywhere in the publication that they choose, as opposed to preferred position., 35) Infomercial: A commercial that is similar in appearance to a talk show, news program, or, other non-advertising program content. Infomercials are the broadcast equivalent to an, advertorial., 36) Insertion Order: An agency or advertiser's authorization for a publisher to run a specific, ad in a specific print publication on a certain date at a specified price., 37) Pass-along Readers: A reader that becomes familiar with a publication without, purchasing that publication. These readers are taken into account when calculating the, publication's readership, or total number of readers., 38) Preferred Position: A position in a printed publication that is thought to attract most reader, attention and is sold at a higher rate. (E.g. The back cover of a magazine.), 39) Run-of-press or Run-of-paper (ROP): A newspaper publisher's option to place an ad, anywhere in the publication that they choose, as opposed to preferred position., 40) Spread: (1) A pair of facing pages in a periodical; or (2) an advertisement printed across, two such pages., 41) Tear Sheets: A page cut from a magazine or newspaper that is sent to the advertiser as, proof of the ad insertion. Also used to check color reproduction of advertisements., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 110

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42) Make Goods - Adjustments made by a publisher to an advertiser to make up for a shortfall, in contracted ad impressions or errors., 43) Ride-Along: Ride-Alongs (RALs), similar to Package Insert Programs, ride in tandem, with outgoing mail packages; however, they are not necessarily with purchased goods., Advertisers still receive the benefit of a name list mailing and high opening rate, while, delivering their message to targeted consumers. RALs are essentially various communications, sent by a company with which the recipient has a pre-existing relationship. These mailings have, special offers from the sponsoring company. By advertising in RALs, marketers can reach, consumers based on similar demographics or common interests., 44) Indian readership survey: It is the largest media survey database source for demographics,, media habits and product/ brand usage. IRS was created in 1995 by media Research Users, Council (MRUC) AND ORG Marg. MRUC is a non-profit body of advertising media and, 45) Split run. Testing two or more print advertisements, only to a portion of the audience, usually in a single issue., 46) Share of, or of HUR), gram, , audience., that are, , by, , running, , The percentage of sets-in-use (and thus, tuned to a particular station, network,, , each, , of HUT, or pro., , 47) Share of voice (SOV). The proportion of advertising expenditures that are made for a brand, versus competitive brands. It’s a competitive analysis of a product's advertising exposure within, a specific category or market., Analyses commonly are based on the number of printed pages or the total amount spent., , 48) Run of paper (ROP). Advertising that is positioned anywhere in a publication, with no, choice of a specific place for the advertisement to appear., 49) Run of schedule (ROS). Broadcast commercial announcements that can, be scheduled at the station's discretion anytime; in some cases, the advertiser can specify or, request certain time periods; for example, ROS 10:00 a.m. - 4:00 p.m. Monday - Friday., 50) Open rate: The maximum rate charged by a magazine., 51) Road block: Method of scheduling broadcast commercials to obtain maximum reach by, simultaneously showing the identical advertisement on several different channels., 52) On sale date: The date when Magazine hits the stand which is different from cover date., 53) Duplication: The estimated number of people who read two or more given publications. A, duplication table measures the crossover of readership, 54) Opportunities To See (OTS): OTS is, total number of times the publications / spots in, the schedule are (potentially) seen by the target audience. OTS = Readership x insertions, 55) Short rate: Charges resulting from the recalculation of an advertiser's rate after failing to, fulfill contract stipulations., 56) Gutter: The inside page margins where a publication is bound. The inside margins of two, pages that face each other in a print publication., 57) Stripping: A TV scheduling format where programmes are broadcast on the same regular, time slot throughout the week., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 111

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58) Pulse: pulse is a period of intense advertising activity. The pulses can occur at the start, while launching a new product. There can a promotional pulse of one shot, e.g., financial, advertising of a company’s issue, 59) Circulation and Readership: Circulation is a count of how many copies of a particular, publication are distributed. Circulation audits are provided by the Audit Bureau of, Circulations (ABC)., Readership is an estimate of how many readers a publication has. As most publications have, more than one reader per copy, the NRS readership estimate is very different from the, circulation count., Readership estimates also show:, • The demographic profile of readers., • What else they read and do., The relationship between readership and circulation is known as readers-per-copy, i.e., readership divided by circulation. The number of readers-per-copy varies considerably by, publication, as the following examples show, , CASE STUDY FORMAT, Defining tg:, Demographic profile:, Psychographic profile:, MEDIA PLAN, Vehicles, CPM, , Size, , No of, Insertions, , Amount, , Reasons for vehicle, selection / non selection, , Total, NUMERICALS, •, , •, , •, , You can solve all the sum by using the following, – GRP=R x F, – F = GRP/R, – R = GRP/F, – GRP = Budget/CPRP, – Frequency =, No of people x No of times, Total no of people, – Budget=GRP x CPRP, – CPRP=BUDGET / GRP, – CPRP = Average exposure cost / %of TA, – AEC= CPRP x % OF TA, – % OF TA = AEC/CPRP, – AEC = No of spots x cost per spots, Total no of spots, , Q.1., , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 112

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Media 1: Reach= 75, Frequency= 10, TPC 8, 00,000, AEC= 40,000, Media 2: Reach =20, Frequency=20, TPC=6, 00,000, AEC= 70,000, Find the % TA, GRP and CPRP for media1 and media2, Media 1, • GRP = R X F = 75 X 10 = 750, • CPRP = TPC/GRP=800000/750= 1066.66, • % OF TA = AEC/CPRP = 40000/1066.66 = 37.50, Media 2, • GRP = R X F = 20 X 20 = 400, • CPRP = TPC/GRP=600000/400= 1500, • % OF TA = AEC/CPRP = 70000/1500 = 46.66, , Q.2 Find the average frequency of the advertisement in the magazines using the data given, below:, Duplication, Magazine, Readership Magazine, Magazine, Magazine, Insertions, A, B, C, A, 40,000, 10000, 3, B, 50,000, 5000, 2, C, 45,000, 3750, 2, Formulae:, Average frequency = OTS/ Net readership, Net readership = Readership – Duplication, OTS = Readership x Insertions, Net readership, A= 40000- 10,000= 30,000, B= 50,000-5000= 45000, C= 45,000-3750= 41250, Net readership = 1, 16,250, OTS = Readership x Insertions, A= 40,000 X 3= 120000, B=50,000 X 2 = 100000, C= 45,000 X 2= 90,000, OTS= 3, 10,000, AF= 310000/116250, AF = 2.66, Formulae for GVT numerical, 1. GRPs = Reach % x Frequency, 2. GVT = Reach (000’s) x Frequency, 3. CPT = Total Cost, GVT (000’S), 4. Reach % = No of People Reached/Universe, 5. Reach 000’s = (No of People Reached)/1,000, Note:, 1. GRPS & CPRS are in percentages. GRPs are Gross Rating Points. CPRPS are Cost, Per Rating Points, 2. GVT & CPT are numbers in 000’s. GVT is Gross Viewership in 000’s. CPT is Cost, Per Thousand, Example, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 113

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Q.3. 15,000 people see an advertisement 6 times, 35,000 see an advertisement 4 times and, 10,000 people see an advertisement 2 times. Universe is 120,000. Total Cost of Advertising is, 45,000., Find Reach%, GVT & CPT, Answer:, Step 1, Reach % = No of People Reached/Universe, = (15,000+35,000+10,000)/120,000, = 50%, , Step 2, Reach 000’s = No of People Reached/Universe, (15,000+35,000+10,000)/1,000 = 60, Step 3, Frequency = No of People x No of times, Total No of People, = (15,000 x 6) + (35,000 x 4) + (10,000 x 2), (15,000+35,000+10,000), = 250,000 = 4.16, 60,000, , Step 4, GVT = Reach (000s) x Frequency, GVT = 60 x 4.16 = 249.6, Step 5, CPT = Total Budget, GVT (000’s), = 45,000/249.6, = 180.2884, , By: Dr M H Lakdawala : haniflakdawala@gmail.com, , 114