TYBMS SEM 6 Marketing: Media Planning and Management (Q.P. November 2019 with Answer)

 Paper/Subject Code: 86012/Marketing: Media Planning & Management

TYBMS SEM 6 :

Marketing: 

Media Planning & Management

(Q.P. November 2019 with Solution)

N.B.: All Questions are compulsory.

Each question carries equal marks

Q.1A) Match the Column; (Any 8 out of 10) :         (08)

Group ‘A	Group B
1) OTS	(A) Gross impression
2) Continuity	(B) Measuring the effectiveness Method
3) IRS	(C) No. of times a prospect is exposed to a advertisement
4) SD	(D) Emerging media option
5) Clutter in outdoor	(E) Aim a radio or TV program at specific, limited audience or consumer
6) Narrowcasting	(F) When too many hoardings are placed next to each other
7) Mobile advertisement in India	(G) Standard Definition
8 frequency	H) Indian readership survey
9) Diary method	(I) When an ad runs in the media for a long time without any gap
10) GI	(J) Opportunity to see

Ans: 

Group ‘A	Group B
1) OTS	(J) Opportunity to see
2) Continuity	(I) When an ad runs in the media for a long time without any gap
3) IRS	(H) Indian readership survey
4) SD	(G) Standard Definition
5) Clutter in outdoor	(F) When too many hoardings are placed next to each other
6) Narrowcasting	(E) Aim a radio or TV program at specific, limited audience or consumer
7) Mobile advertisement in India	(D) Emerging media option
8 frequency	C) No. of times a prospect is exposed to a advertisement
9) Diary method	(B) Measuring the effectiveness Method
10) GI	(A) Gross impression

Q.1 B) State whether the following statements are True or False (Any 7)    (07)

1. The word media is derived from the Latin word 'Middle" 

Ans: True. The word "media" is indeed derived from the Latin word "medium," which means "middle."

2. Geographic coverage is one of the elements of media mix.

Ans: False. While geographic coverage can be a consideration in media planning, it is not one of the elements typically included in the traditional media mix. The media mix usually consists of advertising channels such as television, radio, print, outdoor, and digital.

3. Reach Indicates a percentage of target audience who is exposed at least ones in a given period to a particular media vehicle. 

Ans: True. with a minor correction. Reach indicates the percentage of the target audience who is exposed at least once in a given period to a particular media vehicle.

4. The TRP stands for TAM rating Points.

Ans: False. TRP stands for Television Rating Points, not TAM rating Points. TAM (Television Audience Measurement) is a system used to measure television viewership.

5. Pulsing is same advertising intensity across the year.

Ans: False. Pulsing refers to a strategy where advertising intensity varies over time, with periods of higher advertising followed by periods of lower advertising. It is not the same as having the same advertising intensity across the year, which would be a continuous strategy.

6. You start as an editor in chief in a media company as new recruit. 

Ans: True.

7. Radio has the maximum reach as compared to all media vehicles.

Ans: False. While radio can have significant reach, it does not necessarily have the maximum reach compared to all media vehicles. The reach of each media vehicle depends on various factors such as the target audience, geographic location, and media consumption habits.

8. OOH stands for Option to Outdoor Home. 

Ans: False. OOH stands for Out of Home, not Option to Outdoor Home.

9. Slow internet speed is one of the challenge by internet advertising.

Ans: True. with a slight correction. Slow internet speed can indeed be a challenge for internet advertising.

10. Most Media companies work on fixed rates and no negotiations.

Ans: False. While some media companies may have fixed rates, negotiations are common in the media industry, especially for larger advertising campaigns or long-term partnerships.

Q.2 (A)What is Media planning? Discuss the role of Media in business.

Ans: Media planning is the process of strategically selecting and optimizing the use of various advertising media channels to effectively reach the target audience and achieve marketing objectives. It involves analyzing target audience demographics, understanding their media consumption habits, and then determining the most appropriate mix of media vehicles to deliver the advertising message.

The role of media in business is multifaceted and crucial for achieving marketing and business objectives. Here are some key aspects:

1. Audience Reach and Engagement: Media allows businesses to reach a large and diverse audience. Through various channels such as television, radio, print, digital, and outdoor advertising, businesses can engage with potential customers across different demographics, locations, and interests.

2. Brand Awareness and Recognition: Media exposure helps in building brand awareness and recognition. Consistent presence across multiple media channels increases brand visibility and familiarity among the target audience, which is essential for brand recall and preference.

3. Targeted Communication: Media planning enables businesses to tailor their message to specific audience segments. By understanding the demographics, psychographics, and media preferences of their target audience, businesses can select media channels that are most relevant and effective in delivering their message to the right people at the right time.

4. Market Positioning and Differentiation: Media allows businesses to position themselves effectively in the market and differentiate their products or services from competitors. Through strategic messaging and creative execution, businesses can convey their unique value propositions and establish a distinct market identity.

5. Driving Sales and Conversions: Media campaigns can directly impact sales and conversions by influencing consumer behavior and purchase decisions. By leveraging persuasive messaging, compelling offers, and targeted placement, businesses can drive traffic to their stores or websites and stimulate sales.

6. Customer Engagement and Relationship Building: Media provides platforms for businesses to engage with customers, gather feedback, and build relationships. Through interactive and social media channels, businesses can foster two-way communication, address customer inquiries, and cultivate brand loyalty.

7. Measuring and Optimizing Performance: Media planning involves tracking and analyzing the performance of advertising campaigns to evaluate their effectiveness and return on investment (ROI). By leveraging metrics such as reach, frequency, impressions, click-through rates, and conversion rates, businesses can optimize their media strategies and allocate resources more efficiently.

(B) What is Media Mix? Discuss the types of media mix decision.

Ans: Media mix refers to the combination of different communication channels or media platforms utilized by a company to deliver its advertising message to the target audience. The objective of developing a media mix is to effectively reach the desired audience, maximize the impact of marketing efforts, and achieve the desired marketing objectives. The media mix decision involves selecting the appropriate mix of media channels based on factors such as target audience demographics, media consumption habits, budget constraints, and campaign objectives. Here are the types of media mix decisions:

1. Traditional Media Mix:

   - Television: Television offers broad reach and the ability to convey visual and audio messages to a mass audience. It is suitable for reaching a diverse audience and building brand awareness.

   - Radio: Radio provides a cost-effective way to reach a targeted audience, especially in specific geographic locations or during specific times of the day. It is effective for reaching commuters and local audiences.

   - Print (Newspapers and Magazines): Print media allows for detailed information dissemination and targeted messaging. It is suitable for reaching niche audiences and conveying detailed product information.

   - Outdoor Advertising: Outdoor advertising includes billboards, posters, transit ads, and other forms of out-of-home advertising. It offers high visibility and exposure in public spaces, making it effective for building brand awareness and reaching audiences on the move.

2. Digital Media Mix:

   - Online Display Ads: Display advertising involves placing banner ads, rich media ads, or video ads on websites and social media platforms. It allows for precise targeting, real-time tracking, and interactive engagement with users.

   - Search Engine Marketing (SEM): SEM involves placing ads on search engine results pages (e.g., Google Ads) to target users actively searching for relevant keywords. It is effective for driving website traffic and generating leads.

   - Social Media Marketing: Social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and YouTube provide opportunities for targeted advertising, content distribution, and community engagement.

   - Email Marketing: Email marketing involves sending promotional messages or newsletters to a targeted list of subscribers. It is effective for nurturing leads, retaining customers, and driving conversions.

3. Integrated Media Mix:

   - Integrated Marketing Communications (IMC): IMC involves integrating various communication channels and marketing activities to deliver a consistent and cohesive brand message across multiple touchpoints. It ensures synergy and amplifies the impact of marketing efforts.

   - Cross-Media Campaigns: Cross-media campaigns combine traditional and digital media channels to reach a broader audience and reinforce brand messaging across different platforms. It leverages the strengths of each channel to maximize reach and engagement.

4. Emerging Media Mix:

   - Virtual Reality (VR) and Augmented Reality (AR): VR and AR technologies offer immersive and interactive experiences that can be utilized for advertising and brand storytelling.

   - Podcasts: Podcast advertising allows brands to reach highly engaged audiences through sponsored content or audio ads embedded within podcast episodes.

   - Influencer Marketing: Influencer marketing involves collaborating with social media influencers or content creators to promote products or services to their followers.

The selection of a media mix depends on the specific goals of the advertising campaign, the characteristics of the target audience, the available budget, and the overall marketing strategy of the company. By carefully analyzing these factors and strategically allocating resources across various media channels, companies can optimize their media mix to effectively reach and engage their target audience and achieve their marketing objectives.

OR 

(C) Briefly explain the role and importance of media research.

Ans: Media research plays a crucial role in the development, implementation, and evaluation of advertising and communication strategies. Its importance lies in providing valuable insights and data-driven information that guide decision-making processes within the media industry. Here's a brief overview of the role and importance of media research:

1. Understanding Audience Behavior: Media research helps in understanding audience demographics, preferences, and behavior regarding media consumption. By analyzing audience data, such as viewership ratings, readership surveys, and online behavior, media professionals can tailor their content and advertising strategies to effectively reach and engage their target audience.

2. Optimizing Media Planning and Buying: Media research provides insights into the effectiveness and efficiency of different media channels and platforms. It helps in identifying the most suitable media mix, determining optimal ad placement, and negotiating media buying decisions to maximize the impact of advertising campaigns within budget constraints.

3. Measuring Advertising Effectiveness: Media research enables the measurement of advertising effectiveness by tracking key performance indicators (KPIs) such as reach, frequency, awareness, brand recall, and purchase intent. Through pre-testing and post-testing methodologies, media researchers evaluate the impact of advertising messages and creative executions on target audiences.

4. Evaluating Market Trends and Competitor Analysis: Media research helps in monitoring market trends, industry developments, and competitor activities. By conducting competitive analysis and benchmarking studies, media professionals gain insights into market dynamics, emerging opportunities, and potential threats, which inform strategic decision-making and market positioning strategies.

5. Informing Content Development and Programming: Media research guides content development and programming decisions across various media platforms, including television, radio, print, and digital media. Audience feedback, viewer ratings, and audience engagement metrics help media producers and broadcasters in creating compelling and relevant content that resonates with their target audience.

6. Assessing Audience Feedback and Engagement: Media research facilitates audience feedback and engagement through surveys, focus groups, social media monitoring, and sentiment analysis. By listening to audience feedback and monitoring online conversations, media professionals gain valuable insights into audience preferences, opinions, and sentiments, which inform content optimization and audience engagement strategies.

7. Supporting Strategic Decision-Making: Media research serves as a foundation for strategic decision-making across various aspects of media planning, marketing, and business operations. By providing data-driven insights and actionable recommendations, media research enables stakeholders to make informed decisions that align with organizational goals and objectives.

(D) Explain briefly the different sources of media research.             (07)

Ans: Media research relies on various sources to gather data and insights about audience behavior, market trends, advertising effectiveness, and industry developments. Here are some of the different sources of media research:

1. Audience Measurement Services: Audience measurement services collect data on media consumption habits, viewership, readership, and digital engagement. These services utilize methodologies such as surveys, meters, diaries, and set-top boxes to track audience behavior across different media channels. Examples include Nielsen for television ratings, comScore for digital audience measurement, and Arbitron (now part of Nielsen) for radio ratings.

2. Market Research Firms: Market research firms conduct studies and surveys to gather data on consumer preferences, attitudes, and behavior related to media consumption and advertising. These firms use quantitative and qualitative research methods to collect primary data from representative samples of the population. Examples include Ipsos, Kantar, GfK, and YouGov.

3. Industry Reports and Publications: Industry reports, whitepapers, and publications provide valuable insights and analysis on media trends, market dynamics, and advertising expenditures. These reports are often published by research firms, industry associations, and media organizations. Examples include reports from PwC, Deloitte, eMarketer, and the Interactive Advertising Bureau (IAB).

4. Government Agencies: Government agencies collect and publish data on media consumption, advertising expenditures, and regulatory policies related to the media industry. These agencies conduct surveys, compile statistics, and regulate media markets to ensure compliance with laws and regulations. Examples include the U.S. Census Bureau, Federal Communications Commission (FCC), and Ofcom in the UK.

5. Academic Research: Academic researchers and scholars conduct studies and publish research papers on various topics related to media consumption, advertising effectiveness, audience behavior, and industry trends. Academic research provides theoretical frameworks, empirical evidence, and critical analysis to advance knowledge and understanding within the field of media studies.

6. Social Media and Online Platforms: Social media platforms, online forums, and digital analytics tools provide real-time data and insights on audience engagement, sentiment, and behavior. Media researchers analyze social media conversations, user-generated content, and online metrics to understand audience preferences, trends, and influencers.

7. Internal Data and Analytics: Media companies, advertising agencies, and brands collect internal data and analytics to monitor campaign performance, audience engagement, and marketing ROI. These organizations use data management platforms (DMPs), customer relationship management (CRM) systems, and web analytics tools to track user interactions and measure the effectiveness of their media strategies.

Q.3 (A) Explain the factors affecting selection of Radio as choice of communication.    (08)

Ans: The selection of radio as a choice of communication for advertising or broadcasting is influenced by various factors that affect its effectiveness and suitability for reaching the target audience. Here are the key factors affecting the selection of radio:

1. Target Audience: The demographic profile and behavior of the target audience play a significant role in determining the effectiveness of radio communication. Radio is particularly effective for reaching audiences such as commuters, working professionals, and local communities who listen to radio while driving, working, or relaxing at home.

2. Reach and Frequency: Radio offers broad reach and high frequency of exposure, allowing advertisers to reach a large audience multiple times throughout the day. The ability to target specific geographic areas or demographics enables advertisers to tailor their message and maximize the impact of their communication efforts.

3. Cost-Efficiency: Radio advertising is often more cost-effective compared to other mass media channels such as television or print. The lower production costs and flexible pricing options make radio accessible to advertisers with limited budgets, especially for local businesses and small-scale campaigns.

4. Flexibility and Timeliness: Radio offers flexibility in terms of ad placement, scheduling, and creative execution. Advertisers can quickly launch and modify campaigns to capitalize on changing market conditions, promotions, or seasonal events. The real-time nature of radio broadcasting allows for timely delivery of messages and immediate responses from the audience.

5. Local Relevance and Community Connection: Radio stations often have strong ties to local communities and provide content that is relevant and relatable to their audience. Advertisers can leverage this local connection to establish brand presence, build trust, and engage with consumers on a personal level, especially for businesses targeting specific geographic markets.

6. Audio Engagement and Immediacy: Radio engages audiences through the power of sound, music, voice, and storytelling. The intimate nature of audio communication allows advertisers to evoke emotions, create memorable experiences, and capture audience attention effectively. Additionally, radio offers immediacy in delivering messages, making it suitable for promoting time-sensitive offers or events.

7. Complementarity with Other Media: Radio can complement other media channels such as television, print, and digital advertising by extending reach, reinforcing brand messaging, and driving cross-channel engagement. Integrated media strategies that combine radio with other communication channels can enhance overall campaign effectiveness and ROI.

8. Measurability and Accountability: Advancements in radio audience measurement tools and analytics enable advertisers to track the effectiveness of radio campaigns, measure audience response, and evaluate ROI. Metrics such as reach, frequency, listener demographics, and call-to-action responses provide valuable insights for optimizing campaign performance and media planning decisions.

(B)What is Media strategy? Explain the steps in formulating media strategy.    (07)

Ans: Media strategy refers to the overarching plan or approach developed by advertisers or media planners to effectively reach and engage the target audience through various communication channels. It involves making informed decisions about how, when, and where to deliver advertising messages to achieve marketing objectives efficiently. Here are the steps in formulating a media strategy:

1. Define Marketing Objectives: The first step in formulating a media strategy is to clearly define the marketing objectives that the campaign aims to achieve. These objectives could include increasing brand awareness, driving sales, generating leads, or promoting a specific product or service.

2. Understand the Target Audience: Conduct comprehensive research to understand the demographics, psychographics, behaviors, and preferences of the target audience. Identify key characteristics such as age, gender, income, interests, media consumption habits, and purchasing behavior.

3. Set Media Objectives: Based on the marketing objectives and target audience insights, establish specific media objectives that align with the overall campaign goals. Media objectives may include reaching a certain percentage of the target audience, maximizing frequency of exposure, or optimizing media cost efficiency.

4. Select Target Markets: Determine the geographic markets or regions where the campaign will be executed based on the distribution channels, sales territories, and target audience concentration. Consider factors such as market size, growth potential, competitive landscape, and media availability.

5. Choose Media Channels: Evaluate the available media channels and platforms to determine the most appropriate mix for reaching the target audience effectively. Consider traditional media channels such as television, radio, print, and outdoor advertising, as well as digital media channels such as online display ads, social media, search engine marketing, and email marketing.

6. Allocate Budget: Allocate the budget across different media channels and tactics based on their effectiveness, reach, cost, and contribution to the overall campaign objectives. Balance the budget allocation to ensure optimal coverage and frequency while maximizing return on investment (ROI).

7. Develop Media Tactics: Develop specific media tactics and strategies for each selected channel or platform. Define the timing, frequency, duration, and placement of advertising messages to maximize exposure and impact. Consider factors such as seasonality, dayparting, flighting schedules, and creative messaging variations.

8. Implement Measurement and Evaluation: Implement mechanisms for tracking and measuring the performance of the media strategy against predefined objectives. Use key performance indicators (KPIs) such as reach, frequency, impressions, click-through rates, conversion rates, and return on ad spend (ROAS) to assess the effectiveness and efficiency of the campaign.

9. Optimize and Adjust: Continuously monitor campaign performance and gather feedback from audience responses, market trends, and competitive activities. Use data-driven insights to optimize media tactics, reallocate resources, and make adjustments to the media strategy as needed to improve outcomes and achieve desired results.

OR

(C) What is Media budget? Explain any four methods of setting media budget.        (08)

Ans: A media budget refers to the allocated financial resources or funds set aside by a company or advertiser for executing advertising and communication activities through various media channels. It represents the total amount of money available for planning, buying, and managing advertising space or time across different media platforms. The media budget plays a crucial role in determining the scope, scale, and effectiveness of the advertising campaign.

Here are four methods commonly used for setting a media budget:

1. Percentage of Sales Method: This method involves allocating a certain percentage of total sales revenue or projected sales revenue to the media budget. The percentage can be based on historical performance, industry benchmarks, or marketing goals. For example, a company may allocate 5% of projected sales revenue for advertising purposes. This method ensures that the media budget is directly tied to the company's sales performance and growth objectives.

2. Objective and Task Method: With this approach, the media budget is determined based on the specific advertising objectives and tasks outlined in the marketing plan. The advertiser identifies the desired outcomes (e.g., increasing brand awareness, driving website traffic, generating leads) and estimates the costs associated with achieving each objective. The media budget is then set to cover these costs. This method ensures that the media budget is aligned with the campaign goals and activities required to accomplish them.

3. Competitive Parity Method: In this method, the media budget is set based on the advertising expenditures of competitors or industry benchmarks. The advertiser monitors the advertising spending of key competitors and adjusts its own media budget to match or exceed the industry average or competitor spending levels. By maintaining parity with competitors, the advertiser aims to protect market share, stay competitive, and ensure adequate visibility in the marketplace.

4. Affordability Method: The affordability method involves setting the media budget based on what the company can afford to spend, considering its financial resources, profitability, and budget constraints. The advertiser evaluates its overall marketing budget, revenue projections, profit margins, and other financial factors to determine a realistic budget allocation for advertising. While this method is straightforward, it may not always align with marketing objectives or ensure optimal resource allocation.

These methods can be used individually or in combination to determine the media budget based on the unique circumstances, goals, and priorities of the advertiser. Regardless of the method used, it is essential for advertisers to carefully consider factors such as market conditions, competitive dynamics, target audience reach, and expected return on investment (ROI) when setting the media budget to maximize the effectiveness and efficiency of their advertising efforts.

(D) What is media scheduling? Explain scheduling patterns.                    (07)

Ans: Media scheduling is the strategic planning and timing of when and where advertising messages will be displayed or broadcasted to reach the target audience effectively. It involves deciding on the frequency, timing, and placement of advertisements across various media channels such as television, radio, print, online, and outdoor advertising. 

Scheduling patterns refer to the specific timing and frequency strategies used to maximize the impact of advertising campaigns. Here are some common scheduling patterns:

1. Continuous Scheduling: In continuous scheduling, advertising messages are spread evenly over a specified period, maintaining a consistent presence in the target audience's mind. This pattern is suitable for products or services with steady demand throughout the year.

2. Flighting: Flighting involves alternating periods of intense advertising activity with periods of no advertising at all. This pattern is often used for seasonal products or services or when advertising budgets are limited.

3. Pulsing: Pulsing combines elements of continuous scheduling and flighting. It involves maintaining a base level of advertising throughout the year while increasing advertising during key periods or seasons. This pattern is effective for products or services with both consistent and seasonal demand.

4. Bursting: Bursting involves concentrating advertising efforts within a short period, often around specific events, promotions, or product launches. This pattern aims to create a sudden impact and generate immediate response from the audience.

5. Seasonal: Seasonal scheduling aligns advertising efforts with specific seasons or holidays when consumer demand is typically higher. This pattern allows advertisers to capitalize on seasonal trends and consumer behavior.

6. Dayparting: Dayparting involves scheduling advertisements to air during specific times of the day when the target audience is most likely to be engaged. For example, ads targeting working professionals might air during commute times, while ads targeting stay-at-home parents might air during daytime television programming.

7. Reach and Frequency: Reach refers to the percentage of the target audience exposed to the advertisement within a given period, while frequency refers to the average number of times individuals within the target audience are exposed to the advertisement. Advertisers may use reach and frequency goals to determine the scheduling pattern that will best achieve their objectives.

Q.4 (A) Explain the following concepts

i) Selectivity Index 

Ans: The Selectivity Index is a measure used in media planning and advertising to evaluate the efficiency of a particular media vehicle (such as a TV show, radio program, website, etc.) in reaching a specific target audience compared to the total population. It helps advertisers and media planners assess how well a media vehicle aligns with the demographics or characteristics of their desired audience.

The formula for calculating the Selectivity Index is:

Selectivity Index =  % of target audience reached by the media vehicle / %  of total population reached by the media vehicle x 100

Here's what each component of the formula represents:

- % of target audience reached by the media vehicle: This is the percentage of the advertiser's desired target audience that is exposed to the advertisement through the chosen media vehicle. For example, if the target audience is women aged 18-34, this percentage would represent the proportion of women aged 18-34 who are reached by the media vehicle.

- % of total population reached by the media vehicle: This is the percentage of the entire population that is exposed to the advertisement through the chosen media vehicle. It represents the vehicle's overall reach, regardless of whether individuals are part of the target audience or not.

Media planners use the Selectivity Index to make informed decisions about which media channels and vehicles to include in their advertising campaigns. Vehicles with higher Selectivity Index values are generally preferred because they offer greater efficiency in reaching the desired audience, potentially leading to more effective advertising outcomes and a higher return on investment.

ii) Circulation

Ans: Circulation, in the context of media and advertising, refers to the total number of copies of a publication (such as newspapers or magazines) distributed or sold during a specific period. It is a key metric used by advertisers and media planners to assess the potential reach and exposure of their advertisements to the publication's audience.

Here are some important concepts related to circulation:

1. Print Circulation: Print circulation refers to the number of physical copies of a newspaper or magazine distributed or sold. It includes copies sold through subscriptions, single-copy sales at newsstands or retail outlets, and bulk sales to businesses or organizations. Print circulation is often reported on a daily, weekly, or monthly basis.

2. Audited Circulation: Many publications undergo audits by independent organizations, such as the Alliance for Audited Media (AAM) or the Audit Bureau of Circulations (ABC), to verify their circulation figures. Audited circulation provides advertisers with confidence in the accuracy of the publication's circulation numbers, as they are independently verified.

3. Paid Circulation vs. Total Circulation: Paid circulation includes copies of the publication that are sold to individual subscribers or purchased at retail outlets. Total circulation, on the other hand, includes both paid copies and complimentary copies distributed for free, such as copies provided to hotel guests, airline passengers, or in waiting rooms. Total circulation provides a more comprehensive view of the publication's reach but may include copies that are not actively read or engaged with by consumers.

4. Readership: Readership refers to the number of individuals who read or have access to each copy of the publication. While circulation measures the number of copies distributed, readership accounts for the fact that multiple individuals may read a single copy, especially in households or shared environments. Readership is often estimated based on circulation figures and audience surveys.

5. Coverage Area: Circulation figures may vary based on the geographic coverage area of the publication. Local newspapers typically have circulation concentrated in a specific city or region, while national publications may have broader distribution across multiple states or countries. Advertisers consider the coverage area of a publication when evaluating its suitability for reaching their target audience.

iii) GRP

Ans: GRP stands for Gross Rating Points, which is a metric used in advertising to quantify the total impact or exposure of a specific advertisement or campaign within a target audience. It combines the concepts of reach and frequency to provide a standardized measure of advertising effectiveness across different media channels.

1. Reach: Reach refers to the total number or percentage of unique individuals or households within the target audience who are exposed to the advertisement at least once during a specified time period, typically expressed as a percentage. It represents the breadth or scope of audience exposure to the advertisement.

2. Frequency: Frequency measures how often the target audience is exposed to the advertisement within the same time period. It represents the depth or intensity of audience exposure to the advertisement.

3. Calculation: Gross Rating Points are calculated by multiplying the reach (expressed as a percentage) by the frequency of exposure. The formula is:    

GRP = Reach x Frequency

   For example, if an advertisement reaches 50% of the target audience with an average frequency of 3 exposures per person, the GRP would be 150 (50% reach × 3 frequency = 150 GRP).

4. Interpretation: GRP provides a single, aggregated measure that quantifies the overall impact or effectiveness of an advertising campaign within the target audience. It represents the total number of impressions (or exposures) generated by the advertisement relative to the size of the target audience.

5. Comparison and Analysis: GRP allows advertisers and media planners to compare the relative effectiveness of different advertising campaigns, media channels, or creative executions in reaching and engaging the target audience. Higher GRP values indicate greater overall exposure and impact within the target audience.

6. Optimization: Advertisers use GRP data to optimize advertising strategies, budget allocations, and media plans to maximize campaign effectiveness and ROI. By adjusting factors such as media mix, scheduling, and messaging, advertisers can increase GRP levels and improve campaign performance.

7. Limitations: While GRP provides valuable insights into the reach and frequency of advertising campaigns, it does not account for factors such as audience demographics, engagement levels, or the quality of ad placements. Additionally, GRP should be interpreted in conjunction with other metrics, such as gross impressions, cost per thousand (CPM), and conversion rates, to provide a comprehensive understanding of campaign effectiveness.

iv) GI

Ans: Gross impressions are a key metric used in advertising to measure the total number of times an advertisement is viewed by an audience, regardless of whether the viewers are unique individuals or if there are repeat viewings. It represents the cumulative exposure of the advertisement across all instances and channels where it is displayed or broadcasted.

Here's a breakdown of the concept:

1. Total Impressions: Gross impressions encompass the total number of times an advertisement is seen or heard by viewers across all platforms and media channels where it is displayed. This includes television, radio, print publications, outdoor billboards, digital platforms, and any other medium used for advertising.

2. Cumulative Exposure: Gross impressions provide a measure of the overall exposure of an advertisement, taking into account all instances of viewing or hearing, regardless of whether the audience members are unique or if there are repeat exposures. It represents the total impact or reach of the advertisement within the target audience.

3. Calculation: Gross impressions are calculated by summing the number of exposures or views of the advertisement across all relevant channels and platforms. For example, in television advertising, gross impressions are calculated by multiplying the number of times the advertisement airs by the average audience size for each airing. Similarly, in digital advertising, gross impressions are calculated based on the number of times the ad is displayed on websites or viewed by users.

4. Comparison and Analysis: Gross impressions allow advertisers and media planners to compare the reach and effectiveness of different advertising campaigns, media channels, or creative executions. By analyzing gross impression figures, advertisers can assess the overall impact of their advertising efforts and make informed decisions about optimizing future campaigns to maximize audience exposure and engagement.

5. Campaign Evaluation: Gross impressions serve as a key performance indicator (KPI) for evaluating the success of advertising campaigns in reaching the target audience. Advertisers use gross impression data to assess campaign performance, track progress towards objectives, and determine the return on investment (ROI) of their advertising expenditures.

6. Considerations: While gross impressions provide valuable insights into the reach and exposure of advertising campaigns, it's important to consider factors such as audience demographics, media consumption habits, frequency of exposure, and the quality of ad placements when interpreting and analyzing gross impression data. Additionally, gross impressions should be evaluated in conjunction with other metrics, such as reach, frequency, engagement, and conversion, to provide a comprehensive understanding of campaign effectiveness.

(B)What is a Media buying? Discuss the steps in media buying process.

Ans: Media buying is the process of acquiring advertising space or time on various media platforms, such as television, radio, print, outdoor, and digital channels, to promote a product, service, or brand. Media buying involves negotiating, planning, and executing the purchase of advertising inventory to reach the target audience effectively and efficiently within the allocated budget.

Here are the key steps in the media buying process:

1. Identifying Objectives and Target Audience: The first step in media buying is to clearly define the advertising objectives, such as increasing brand awareness, driving website traffic, or generating sales leads. Additionally, advertisers identify their target audience, including demographic characteristics, interests, and media consumption habits.

2. Market Research and Media Planning: Media buyers conduct market research to understand the media landscape, audience preferences, and competitors' advertising strategies. Based on this information, they develop a media plan outlining the most appropriate media channels, timing, and budget allocation to achieve the advertising objectives.

3. Setting Budget and Negotiating Rates: Media buyers establish a budget for the advertising campaign and negotiate rates with media vendors or representatives. Negotiation may involve securing favorable pricing, discounts, or added value in the form of bonus placements or additional exposure.

4. Selecting Media Channels and Platforms: Media buyers select the most suitable media channels and platforms based on the target audience, budget, and campaign objectives. They consider factors such as reach, frequency, audience demographics, geographic coverage, and media efficiency to determine the optimal media mix.

5. Developing Media Buys and Placements: Once media channels and platforms are selected, media buyers create media buys or orders specifying the details of the advertising placements, including ad format, placement location, timing (e.g., dayparting), and frequency (e.g., flighting or continuous scheduling).

6. Executing the Media Buys: Media buyers finalize and execute the media buys by submitting purchase orders to media vendors or agencies. They ensure that all contractual agreements and terms negotiated during the buying process are accurately reflected in the media buys.

7. Monitoring and Optimizing Performance: Throughout the campaign, media buyers monitor the performance of advertising placements to assess effectiveness and ROI. They track key performance indicators (KPIs) such as reach, impressions, click-through rates, conversion rates, and cost per acquisition. Based on performance data, media buyers may make adjustments to media buys in real-time to optimize campaign performance.

8. Post-Campaign Analysis and Reporting: After the campaign concludes, media buyers conduct a post-campaign analysis to evaluate the overall effectiveness and impact of the advertising efforts. They analyze performance metrics, compare against campaign objectives, and prepare comprehensive reports for clients or stakeholders, highlighting key findings, insights, and recommendations for future campaigns.

OR

(C)Explain the different ways of evaluating Television media buying.

Ans: Television media buying involves the strategic purchase of advertising time or spots on television networks or stations to reach a target audience. Evaluating television media buying effectiveness involves assessing various factors to determine the impact and return on investment (ROI) of the advertising campaign. Here are different ways of evaluating television media buying:

1. Reach and Frequency: Reach refers to the total number of unique individuals or households exposed to the advertisement during a specific time period. Frequency, on the other hand, measures how often the target audience is exposed to the advertisement. Evaluating reach and frequency helps media buyers understand the breadth and depth of audience exposure, ensuring that the campaign effectively reaches the desired audience without overexposure.

2. Gross Rating Points (GRPs): GRPs quantify the total impact of a television advertising campaign by multiplying the reach (as a percentage of the target audience) by the frequency of exposure. GRPs provide a standardized metric for comparing the relative effectiveness of different television media buys and assessing the overall campaign performance.

3. Cost per Thousand (CPM): CPM measures the cost of reaching one thousand viewers or households with the advertisement. It is calculated by dividing the total cost of the advertising campaign by the total number of impressions (in thousands). CPM allows media buyers to compare the efficiency of different media buys in terms of reaching the target audience and managing advertising costs.

4. Rating Points and Share of Voice (SOV): Rating points represent the percentage of the total potential audience (usually within a specific demographic group) reached by the advertisement. Share of voice measures the proportion of advertising presence within a specific market or time period compared to competitors. Evaluating rating points and SOV helps assess the competitive landscape and determine the campaign's share of audience attention.

5. Conversion Metrics: Conversion metrics measure the effectiveness of television advertising in driving desired actions or responses from viewers, such as website visits, phone calls, store visits, or purchases. By tracking conversion metrics, media buyers can assess the direct impact of television advertising on consumer behavior and ROI.

6. Brand Awareness and Recall: Surveys and studies can be conducted to evaluate changes in brand awareness, brand recall, message retention, and other brand-related metrics before and after the television advertising campaign. Assessing brand impact helps determine the effectiveness of television media buying in building brand recognition and loyalty among the target audience.

7. Attribution Modeling: Attribution modeling involves analyzing the contribution of television advertising to overall marketing performance and sales outcomes. By integrating data from multiple touchpoints and channels, media buyers can determine the incremental impact of television advertising on consumer behavior and allocate budgets more effectively across various media channels.

8. Audience Demographics and Segmentation: Evaluating television media buying involves analyzing audience demographics, viewership patterns, and segmentation to ensure that the advertising campaign effectively targets the desired audience segments. By understanding the characteristics and preferences of the target audience, media buyers can optimize media buys for maximum impact and relevance.

(D) Write a note on Basic Metrics.

Ans: Basic metrics in advertising refer to fundamental measurements used to evaluate the performance and effectiveness of advertising campaigns. These metrics provide valuable insights into various aspects of campaign reach, engagement, and outcomes, helping advertisers assess the return on investment (ROI) and optimize future advertising efforts. Here's a note outlining some common basic metrics:

1. Impressions: Impressions represent the total number of times an advertisement is viewed or displayed to an audience. It quantifies the overall exposure of the advertisement across different media channels and platforms.

2. Click-Through Rate (CTR): CTR measures the percentage of individuals who click on an advertisement after viewing it. It indicates the level of engagement and effectiveness in driving traffic to a website or landing page.

3. Conversion Rate: Conversion rate measures the percentage of individuals who take a desired action after interacting with an advertisement, such as making a purchase, filling out a form, or subscribing to a service. It reflects the effectiveness of the advertisement in generating desired outcomes or conversions.

4. Cost per Thousand (CPM): CPM represents the cost of reaching one thousand individuals or households with an advertisement. It is calculated by dividing the total cost of the advertising campaign by the total number of impressions (in thousands). CPM allows advertisers to compare the efficiency of different media buys in terms of reaching the target audience.

5. Cost per Click (CPC): CPC measures the cost incurred by advertisers for each click on their advertisement. It is calculated by dividing the total cost of the advertising campaign by the total number of clicks generated. CPC helps advertisers assess the cost-effectiveness of their online advertising efforts.

6. Return on Investment (ROI): ROI quantifies the profitability of an advertising campaign by comparing the revenue generated or cost savings achieved to the cost of the campaign. It is calculated by subtracting the advertising costs from the revenue generated and dividing the result by the advertising costs. ROI helps advertisers evaluate the financial impact of their advertising investments.

7. Engagement Metrics: Engagement metrics measure the level of interaction and involvement of the audience with the advertisement, such as likes, shares, comments, or time spent viewing. These metrics provide insights into the effectiveness of the advertisement in capturing attention and stimulating audience interaction.

8. Reach and Frequency: Reach refers to the total number or percentage of unique individuals or households exposed to the advertisement, while frequency measures how often the target audience is exposed to the advertisement within a specified time period. Reach and frequency metrics help advertisers assess the breadth and depth of audience exposure to the advertisement.

These basic metrics serve as foundational tools for advertisers to monitor, analyze, and optimize the performance of their advertising campaigns. By tracking these metrics, advertisers can make data-driven decisions, refine their advertising strategies, and maximize the impact and ROI of their advertising investments.

Q5 A) Read the following case study & answer the questions below

Jinal Dance Academy is a popular dance and fitness academy and known to train kids from 03 years old's to senior citizens in various dance forms like Bollywood, Hip-hop, contemporary and traditional dance forms like Garba. Recently one of her dance teachers showed Jinal a video of Rhythmic Gymnastics as a dance form and also Ariel Dance with use of Silk ropes, straps and hoops where the performers have to perform the act suspended in the air.

Jinal was excited to see this new form and wanted to incorporate this in to her dance forms that she teaches however she will require more space and skilled teachers to the train the participants Her associates also mentioned that since its summer break lot of school and college students would like to combine dance and fitness and this new form of dance and fitness will be perfect for final to launch it in all.

India in all her 43 branches. Jinal has a question as to should she advertise on local TV cable however her associate told her that in the era of Netflix and Amazon Prime TV cable is not watched by students, she then though outdoors however her associates are recommending online marketing. Jinal being old school doesn't understand much of media so she has these two questions for you to help her.

Questions:

(i) Develop a media plan highlighting the media mix and media vehicles for Rhythmic Gymnastics and Aerial Dance for Jinal dance Academy.

(ii) Which media scheduling strategies should Jinal Dance Academy adopt? Justify

Ans: 

Media Plan for Jinal Dance Academy: Rhythmic Gymnastics & Aerial Dance

Target Audience: School and college students (16-24 years old) interested in dance and fitness.

Media Mix: This plan utilizes a combination of online and offline media to reach the target audience effectively.

Media Vehicles:

• Online:

  • Website: Update the Jinal Dance Academy website with information about the new dance forms, including videos, photos, and a registration form.
  • Social Media: Create engaging content on platforms like Instagram, Facebook, and YouTube. This could include short videos showcasing the dance forms, testimonials from satisfied students, and behind-the-scenes glimpses of training sessions. Run targeted ads on these platforms to reach the desired demographic.
  • Search Engine Marketing (SEM): Utilize targeted keywords related to "rhythmic gymnastics," "aerial dance," "summer dance classes," and "dance fitness classes" to ensure Jinal Dance Academy appears at the top of search engine results.
  • Influencer Marketing: Partner with local fitness or dance influencers to promote the new classes on their social media channels.

• Offline:

  • Brochures & Posters: Design attractive brochures and posters highlighting the new dance forms. Distribute these at local schools, colleges, gyms, and community centers.
  • Events: Organize free introductory workshops or demonstrations to showcase rhythmic gymnastics and aerial dance. This will generate interest and allow potential students to experience the programs firsthand.

Justification for Media Mix:

• Online: This media reaches the target audience where they spend their time - social media and search engines. Targeted advertising ensures efficient reach and cost-effectiveness.
• Offline: While online media is crucial, brochures, posters, and events create a local buzz and cater to those who might not be active online.

Media Scheduling Strategies:

Jinal Dance Academy should adopt the following media scheduling strategies:

• Pulsing: Focus marketing efforts throughout the summer break, with a peak around the beginning and ending of the break. This capitalizes on students' free time when they're more likely to enroll in new activities.
• Flighting: Utilize short bursts of advertising on social media and local cable TV (if Jinal decides to use it) closer to the launch date to create a sense of urgency and generate excitement.
• Continuity: Maintain a consistent online presence throughout the year. Regularly update social media with fresh content to stay top-of-mind for potential students.

Justification for Scheduling Strategies:

• Pulsing aligns advertising with the target audience's most active decision-making period.
• Flighting creates a sense of urgency and can be timed around specific events like workshops or registration deadlines.
• Continuity ensures the academy remains visible and builds brand awareness throughout the year, potentially attracting students outside the summer window.

OR

Q5 B) Write short notes on any 03 out of 05

1. Flighting

Ans: Flighting is a strategic scheduling approach used in advertising campaigns, characterized by alternating periods of intense advertising activity with periods of inactivity or reduced activity. This method is particularly effective for optimizing advertising budgets, capitalizing on seasonal demand fluctuations, and maximizing the impact of campaigns. By concentrating advertising efforts during key periods of consumer engagement while conserving resources during quieter times, advertisers can achieve higher levels of audience reach, frequency, and engagement. Flighting requires careful planning, coordination, and measurement to ensure effective execution and optimal results. Overall, flighting is a valuable tool in the advertiser's toolkit for achieving campaign objectives while maximizing efficiency and ROI.

2. People meter

Ans: A people meter is a device used in television audience measurement to track and record viewership data in households. It is an electronic device typically connected to television sets that monitors the viewing habits of individuals or households by detecting when the television is turned on, what channels are being watched, and for how long.

Here are some key points about people meters:

1. Functionality: People meters are designed to collect data on television viewing behavior in real-time. They capture information such as channel tuning, program duration, and household demographics.

2. Data Collection: People meters automatically transmit viewing data to centralized data collection centers operated by audience measurement organizations. This data is then used to generate television ratings, which provide insights into the popularity and viewership of TV programs and channels.

3. Household Recruitment: Audience measurement companies recruit households to participate in television ratings panels and install people meters in these households. Panels are typically designed to be representative of the broader population, with households selected to reflect various demographic characteristics such as age, gender, income, and geographic location.

4. Privacy Considerations: People meters are designed to collect viewing data anonymously, without identifying individual viewers. However, participants in ratings panels typically provide demographic information to help with audience segmentation and analysis.

5. Sample Size: The accuracy and reliability of television ratings depend on the size and representativeness of the ratings panel. Larger panels with diverse demographic representation are generally considered more reliable for estimating viewership patterns and audience preferences.

6. Continuous Measurement: People meters provide continuous measurement of television viewing behavior, allowing audience measurement organizations to track changes in viewership patterns over time. This data is valuable for broadcasters, advertisers, and content creators for planning and evaluating programming and advertising strategies.

7. Cross-Platform Measurement: With the rise of digital and streaming media, audience measurement organizations are increasingly incorporating cross-platform measurement capabilities into people meters to track viewership across multiple devices and platforms, such as smartphones, tablets, computers, and connected TV devices.

3. GRP

Ans: GRP stands for Gross Rating Points, which is a metric used in advertising to quantify the total impact or exposure of a specific advertisement or campaign within a target audience. It combines the concepts of reach and frequency to provide a standardized measure of advertising effectiveness across different media channels.

1. Reach: Reach refers to the total number or percentage of unique individuals or households within the target audience who are exposed to the advertisement at least once during a specified time period, typically expressed as a percentage. It represents the breadth or scope of audience exposure to the advertisement.

2. Frequency: Frequency measures how often the target audience is exposed to the advertisement within the same time period. It represents the depth or intensity of audience exposure to the advertisement.

3. Calculation: Gross Rating Points are calculated by multiplying the reach (expressed as a percentage) by the frequency of exposure. The formula is:    

GRP = Reach x Frequency

   For example, if an advertisement reaches 50% of the target audience with an average frequency of 3 exposures per person, the GRP would be 150 (50% reach × 3 frequency = 150 GRP).

4. Interpretation: GRP provides a single, aggregated measure that quantifies the overall impact or effectiveness of an advertising campaign within the target audience. It represents the total number of impressions (or exposures) generated by the advertisement relative to the size of the target audience.

5. Comparison and Analysis: GRP allows advertisers and media planners to compare the relative effectiveness of different advertising campaigns, media channels, or creative executions in reaching and engaging the target audience. Higher GRP values indicate greater overall exposure and impact within the target audience.

6. Optimization: Advertisers use GRP data to optimize advertising strategies, budget allocations, and media plans to maximize campaign effectiveness and ROI. By adjusting factors such as media mix, scheduling, and messaging, advertisers can increase GRP levels and improve campaign performance.

7. Limitations: While GRP provides valuable insights into the reach and frequency of advertising campaigns, it does not account for factors such as audience demographics, engagement levels, or the quality of ad placements. Additionally, GRP should be interpreted in conjunction with other metrics, such as gross impressions, cost per thousand (CPM), and conversion rates, to provide a comprehensive understanding of campaign effectiveness.

4. Internet Marketing 

Ans: Internet marketing, also known as online marketing or digital marketing, encompasses a wide range of strategies and tactics aimed at promoting products, services, or brands to a target audience through the internet. It leverages various online channels and platforms to reach and engage potential customers, drive traffic to websites or landing pages, and ultimately generate leads or sales.

Key components of internet marketing include:

1. Search Engine Optimization (SEO): SEO involves optimizing websites and content to improve their visibility and rankings in search engine results pages (SERPs). By optimizing for relevant keywords and improving website structure and content, businesses can attract organic traffic from search engines.

2. Content Marketing: Content marketing focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Content formats may include blog posts, articles, videos, infographics, ebooks, podcasts, and more.

3. Social Media Marketing: Social media marketing involves using social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and others to connect with audiences, build brand awareness, and promote products or services. It includes both organic (unpaid) and paid social media activities.

4. Email Marketing: Email marketing involves sending targeted promotional messages or newsletters to a subscriber list. It is a cost-effective way to nurture leads, build relationships with customers, and drive conversions.

5. Pay-Per-Click (PPC) Advertising: PPC advertising involves paying for ad placement on search engines or other websites, and advertisers only pay when users click on their ads. Common PPC platforms include Google Ads (formerly AdWords) and social media advertising platforms like Facebook Ads and LinkedIn Ads.

6. Affiliate Marketing: Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates for driving traffic or sales to their website through the affiliate's marketing efforts. Affiliates earn a commission for each successful referral.

7. Influencer Marketing: Influencer marketing involves partnering with influencers, who have a large and engaged following on social media or other online platforms, to promote products or services to their audience. Influencers can help businesses reach a targeted and receptive audience through authentic recommendations.

8. Online PR and Reputation Management: Online PR involves managing a company's online reputation and public perception through media relations, press releases, and other digital PR tactics. It aims to enhance brand credibility and mitigate negative publicity.

Internet marketing offers businesses numerous benefits, including global reach, precise targeting, measurable results, cost-effectiveness, and the ability to personalize marketing messages. By leveraging the power of the internet, businesses can connect with their target audience more effectively, build brand awareness, and drive business growth in the digital age.

5. Cumulative Reach

Ans: Cumulative reach, in the context of advertising and media planning, refers to the total number or percentage of unique individuals or households within a target audience who have been exposed to an advertising campaign over a specific period of time. It represents the combined reach achieved through multiple advertising channels, platforms, or media vehicles used in the campaign.

Here are some key points about cumulative reach:

1. Aggregation of Exposure: Cumulative reach accounts for the accumulation of exposure to an advertising message across various media channels and touchpoints. It includes both traditional channels such as television, radio, print, and outdoor advertising, as well as digital channels such as websites, social media, and mobile apps.

2. Overlapping Audiences: Cumulative reach considers the possibility of overlapping audiences across different media channels or platforms. For example, an individual may be exposed to the same advertisement on television, radio, and social media, contributing to the cumulative reach of the campaign.

3. Incremental Reach: Cumulative reach reflects the incremental addition of unique audience members reached by each additional media channel or exposure. It provides advertisers with insights into the total reach potential of their advertising efforts and helps assess the overall effectiveness of the campaign in reaching the target audience.

4. Frequency Considerations: Cumulative reach takes into account both the breadth (number of unique individuals reached) and depth (frequency of exposure) of audience exposure to the advertising message. By balancing reach and frequency, advertisers can maximize the impact and efficiency of their campaigns.

5. Measurement and Analysis: Cumulative reach is measured using audience measurement tools, market research, or advertising attribution models that track and aggregate exposure data across different media channels. Advertisers analyze cumulative reach data to evaluate campaign performance, optimize media planning, and allocate budgets effectively.

6. Campaign Planning: Cumulative reach is a critical factor in media planning and buying decisions. Advertisers aim to maximize cumulative reach by selecting a mix of media channels and platforms that collectively reach the largest portion of their target audience while minimizing duplication and waste.

7. Integrated Marketing Communications (IMC): Cumulative reach is particularly relevant in integrated marketing communications (IMC) strategies, where advertisers coordinate and integrate their messaging across multiple channels to achieve synergistic effects and maximize audience reach and engagement.