TYBMS SEM 6: Marketing: Media Planning & Management (Q.P. April 2025 with Solution)

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

TYBMS SEM 6: 

Marketing: 

Media Planning & Management 

(Q.P. April 2025 with Solution)

Q.1) a) Multiple Choice Questions (Any 8)            8 Marks

1. ________ media is a good source of promotion for mass communication of FMCG Products.

a) Pamphlet

b) Magazines

c) Television 

d) Newsletters

2. _________ indicates a percentage of target audience who is exposed at least once in a given period to a particular media vehicle.

a. Reach 

b. Frequency 

c. Cumulative Reach

d. All

3. ________ is all about information about the market we are catering to.

a. Market Analysis

b. Media Objective

c. Frequency

d. None of the above

4. _______ method is a "let's not rock the boat', or 'if something's going well, why fix it' way of setting budgets.

a) Status quo

b) Change the system

c) Fire all employees employe

d) Adjusting inflation

5. In the slots a a diary with quarter hour times slots across the rows, and channels across the columns is given to a panel.

a) diary system

b) People meter

c) TRP/TVR-Television Rating Points

d) All

6. In the advertising budget is set as a percentage of sales.

a. Advertising-Sales (A-S) Ratio 

b. Case Rate and Advertising to Margin Method

c. SOV-SOM Method 

d. None of the above

7. ________ is not a strength of magazines.

a. shelf line

b. deadline flexibility

c. inherit design flexibility

d. quality reproduction

8. This method is slightly modified version of the 'status-quo' method.

a. Inflation adjusted method

b. Status-quo

c. SOV-SOM Method

d. Yardstick Method

9. This scheduling involves advertising the message evenly throughout a given period.

a. Continuity

b. Concentrated Advertising

c. Fighting Advertising

d. Pulsing Advertising

10. In consumer is not able to miss the communication even if he changes the channel. the ad gets aired across all channels at the same time, ensuring that the

a. Day or Day-part Emphasis

b. Multiple Spotting

c. Teasers

d. Road-blocking strategy

b) True or False (Any 7)                7 Marks

1. Television media is one of the most expensive media.

Ans: True

2. Teasers can be spots aired on T.V. or radio, or even print ads carried in the same or successive issues.

Ans: True

3. Pulsing Advertising scheduling is the combination of both continuous and fighting advertisements.

Ans: True

4. The people meter comprises of two units-a remote to register the viewer details, and a channel monitoring device attached to the TV which records the channel being watched.

Ans: True

5. A measure called stickiness actually helps look beyond the TRP.

Ans: True

6. GRP stands for Gross Rating Power.

Ans: False

7. SOV or share of voice is used to get a sense of media weights in a competitive context.

Ans: True

8. Stickiness Index Program TRP/Reach of Program 100

Ans: False

9. Circulation is the average number of copies of publication that are sold.

Ans: True

10. It is not required to monitor the inflation in media buying.

Ans: False

Q.2) Answer the Following:            15 Marks

A. Explain the Features of Mass Communication.

Features of Mass Communication

1. Large, Heterogeneous Audience

   • Messages are intended for many people, not a specific individual or small group.

   • Audience members differ in background, education, socioeconomic status, values.

   • Implication: messages must be broad enough to be understood by many, but that can reduce specificity.

2. Use of Mass Media / Technology

   • Media like television, radio, newspapers, magazines, and now digital platforms are central.

   • Technology enables wide geographic distribution, faster speed, and repeated transmission.

   • Means of production and distribution are more complex — involving technical, creative, and organizational resources.

3. One-way Flow of Communication

   • The sender (media institution or communicator) sends messages to the public.

   • Feedback, if any, is delayed (letters to editor, ratings, comments). It is not interactive in real time (though new media is changing this).

4. Message Standardization

   • Since the audience is large and diverse, messages are generalized (not tailor-made for individuals).

   • Schemes, formats, codes (like style of journalism, advertising format) are often standardized.

5. Process of Reproduction & Repetition

   • Messages are reproduced many times and in different formats or across media.

   • Repetition helps retention and reinforcement of information (advertising, publicity).

6. Commercial / Institutional Control

   • Mass media are usually run by institutions — media houses, broadcasters, publishers.

   • There is often commercial motivation (ads, paying subscribers), or governmental regulation.

7. Impersonal Nature

   • Communication does not address personal, face-to-face interaction. The message is impersonal.

   • The sender usually does not know the entire audience personally, so appeals are broad.

8. Reach and Simultaneity

   • Messages can reach many people at once, possibly over large distances.

   • Simultaneity: many audience members can receive the message at the same time (e.g. live TV, radio broadcast).

9. Delayed / Indirect Feedback

   • Unlike interpersonal communication, feedback is slower and mediated (surveys, opinion polls, ratings).

   • Sometimes feedback might be gathered but not immediately used to modify messages.

10. Influence and Persuasion

    • Mass media have the power to shape opinions, attitudes, values, and behaviors at scale.

    • There is a persuasive element: Advertising, political messaging, social campaigns aim to influence public.

11. Cultural Transmission

    • Media transmit and reinforce norms, values, and identities.

    • They play roles in ideology, societal conformity, social change.

12. Regulation and Ethical Considerations

    • Because mass media affect many people, there are laws, regulatory bodies, ethical norms around what is allowed (e.g. censorship, truth in advertising, decency).

13. Economies of Scale

    • Media production often benefits from scaling: high fixed costs (equipment, talent) but cheaper marginal cost per extra reach.

    • The more people reached, the lower average cost of communication per person.

B. What are the factors Influencing Media Planning Decision?

1. Target Audience

The cornerstone of any media plan is a deep understanding of the target audience. This involves identifying their:

• Demographics: Age, gender, income, education, occupation, location, and family status. These factors help determine which media channels are most likely to reach the desired audience. For example, a campaign targeting teenagers might focus on social media platforms like TikTok and Instagram, while a campaign targeting retirees might utilize television and print media.

• Psychographics: Values, attitudes, interests, and lifestyles. Understanding these aspects helps tailor the message and choose media that resonate with the audience's beliefs and preferences. For instance, an environmentally conscious audience might be more receptive to messages delivered through sustainable media channels or those highlighting a brand's commitment to environmental responsibility.

• Media Consumption Habits: Which media channels they use, when they use them, and how frequently. This information is crucial for selecting the most effective media mix. Data on website visits, social media engagement, television viewing habits, and radio listening patterns can provide valuable insights.

• Purchase Behavior: How they make purchasing decisions, what influences their choices, and where they buy products or services. This helps determine the optimal timing and placement of advertisements. For example, understanding that a target audience frequently researches products online before making a purchase might lead to an increased focus on search engine marketing (SEM) and online reviews.

2. Media Objectives and Strategies

Clearly defined media objectives are essential for guiding the planning process. These objectives should be:

• Specific: Clearly state what the media plan aims to achieve (e.g., increase brand awareness by 20% within six months).

• Measurable: Quantifiable metrics should be established to track progress and evaluate success (e.g., website traffic, social media engagement, sales figures).

• Achievable: Objectives should be realistic and attainable given the available resources and market conditions.

• Relevant: Objectives should align with the overall marketing goals and business objectives.

• Time-bound: A specific timeframe should be set for achieving the objectives.

Based on these objectives, media strategies are developed to outline how the objectives will be met. These strategies might include:

• Reach: Maximizing the number of people exposed to the message.

• Frequency: Ensuring the target audience is exposed to the message multiple times.

• Impact: Creating a memorable and persuasive message that resonates with the audience.

• Continuity: Maintaining a consistent presence in the media over time.

3. Media Budget

The budget is a significant constraint on media planning decisions. It dictates:

• Media Selection: Which media channels can be afforded. High-reach channels like television advertising are often more expensive than online advertising or print media.

• Reach and Frequency: How many people can be reached and how often they can be exposed to the message. A limited budget might necessitate a focus on niche media channels or a shorter campaign duration.

• Creative Execution: The quality and complexity of the creative materials. A larger budget allows for more sophisticated and engaging advertisements.

• Geographic Scope: The geographic area that can be covered by the campaign. A smaller budget might require a focus on specific regions or cities.

Media planners must carefully allocate the budget across different media channels to maximize return on investment (ROI). This involves considering the cost-effectiveness of each channel and its ability to reach the target audience.

4. Media Characteristics

Each media channel has its own unique characteristics that influence its effectiveness. These include:

• Reach: The number of people who can be exposed to the message.

• Frequency: How often the message can be delivered to the audience.

• Cost: The cost of advertising on the channel.

• Targeting Capabilities: The ability to reach specific segments of the audience.

• Creative Flexibility: The ability to use different creative formats (e.g., video, audio, text).

• Lifespan: How long the message remains visible or audible to the audience.

• Engagement Level: The degree to which the audience interacts with the message.

For example, television advertising offers high reach but can be expensive and lacks precise targeting capabilities. Online advertising offers more precise targeting and is often more cost-effective, but it may not reach as many people. Print media offers a longer lifespan and can be effective for reaching older demographics, but it may not be as engaging as other channels.

5. Product/Service Characteristics

The nature of the product or service being advertised also influences media planning decisions.

• Complexity: Complex products or services may require more detailed explanations and demonstrations, which might be better suited for channels like video or print.

• Price: High-priced products or services may require a more premium media environment to convey a sense of quality and exclusivity.

• Purchase Frequency: Frequently purchased products may benefit from more frequent advertising to maintain top-of-mind awareness.

• Tangibility: Tangible products can be effectively advertised through visual media, while intangible services may require a focus on testimonials and demonstrations.

6. Competitive Activity

Analyzing the media strategies of competitors is crucial for identifying opportunities and avoiding pitfalls. This involves:

• Monitoring Competitor Spending: Tracking how much competitors are spending on different media channels.

• Analyzing Competitor Messaging: Understanding the messages that competitors are using to reach the target audience.

• Identifying Competitor Strengths and Weaknesses: Determining what competitors are doing well and where they are falling short.

• Differentiating the Brand: Developing a media strategy that sets the brand apart from the competition.

7. Media Availability and Regulations

The availability of media channels and any relevant regulations can also influence media planning decisions.

• Media Availability: Some media channels may not be available in certain geographic areas or at certain times.

• Advertising Regulations: Regulations regarding advertising content, placement, and targeting can restrict the options available to media planners.

• Industry Standards: Adherence to industry standards and best practices is essential for maintaining ethical and responsible advertising practices.

8. Seasonality and Timing

The timing of the campaign can significantly impact its effectiveness.

• Seasonal Products: Products or services that are seasonal in nature should be advertised during the relevant seasons.

• Special Events: Advertising can be timed to coincide with special events or holidays.

• Purchase Cycle: Understanding the purchase cycle of the target audience can help determine the optimal timing for advertising.

9. Measurement and Evaluation

Establishing metrics and methods for measuring the effectiveness of the media plan is crucial for optimizing performance and demonstrating ROI. Key metrics include:

• Reach and Frequency: Measuring the number of people reached and the frequency of exposure.

• Website Traffic: Tracking website visits and engagement.

• Social Media Engagement: Monitoring likes, shares, comments, and followers.

• Sales Figures: Analyzing sales data to determine the impact of the campaign.

• Brand Awareness: Measuring changes in brand awareness and perception.

OR 

C. Explain various sources of media research.

1. Syndicated / Secondary Research Sources

These are pre-existing data sources that provide insights into media consumption patterns and audience behavior.

• Audit Bureau of Circulation (ABC): Provides circulation data for print media, helping advertisers assess the reach of newspapers and magazines.

• Press Audits: Assessments of media content and audience engagement, offering insights into the effectiveness of media channels.

• National Readership Survey (NRS) / Indian Readership Survey (IRS): Surveys that provide data on the readership habits and demographics of various publications.

• Businessmen’s Readership Survey: A specialized survey focusing on the media consumption habits of business professionals.

• Television Rating Points (TRP): Measures the popularity of television programs, indicating viewer preferences and program reach.

• National Television Study: A comprehensive study providing data on television viewership patterns across the country.

• ADMAR Satellite Cable Network Study: Analyzes the reach and viewership of satellite and cable television networks.

• Reach and Coverage Study: Evaluates the extent to which media channels reach their intended audience.

• CIB Listenership Survey: Provides data on radio listenership, helping advertisers understand audience engagement with radio programs.

2. Primary Research Sources

These are custom studies conducted to gather specific data relevant to a particular campaign or target audience.

• Surveys: Structured questionnaires distributed to a sample of the target audience to collect quantitative data on media preferences and behaviors.

• Focus Groups: Small, moderated discussions with a group of participants to gain qualitative insights into audience perceptions and attitudes.

• Observation: Monitoring and recording audience behavior in natural settings to understand media consumption patterns.

• Panels: Groups of selected individuals who provide continuous feedback over time, offering insights into long-term media consumption trends.

3. Media Owner / Publisher Research

Media organizations often conduct their own research to provide advertisers with data on their audience.

• Television Channels: Provide data on viewership, audience demographics, and program popularity.

• Radio Stations: Offer information on listener demographics, program reach, and engagement levels.

• Print Media: Newspapers and magazines share data on circulation, readership demographics, and audience engagement.

• Digital Platforms: Online media outlets provide analytics on website traffic, user demographics, and engagement metrics.

4. Experimental / Tracking Research

These studies assess the effectiveness of advertising campaigns and media strategies.

• Pre-testing: Evaluates advertisements before they are launched to gauge potential effectiveness.

• Post-testing: Assesses the impact of advertisements after they have been aired or published.

• Tracking Studies: Continuous monitoring of advertising campaigns to measure performance and make necessary adjustments.

5. Government & Industry Sources

Government agencies and industry bodies provide data and regulations that influence media planning.

• Government Reports: Publications from government agencies offering data on demographics, economic trends, and media regulations.

• Industry Associations: Organizations that provide industry standards, guidelines, and research reports on media trends and best practices.

6. Internal Company Sources

Organizations can leverage their own data to inform media planning decisions.

• Sales Data: Analyzing sales figures to understand the effectiveness of past media campaigns.

• Customer Databases: Utilizing customer information to identify target audiences and personalize media strategies.

• Past Campaign Results: Reviewing the outcomes of previous campaigns to inform future media planning decisions.

D. Explain the factors Influencing Media Planning Decision

1. Marketing Factors

• Target Audience Profile: Understanding the demographics, psychographics, and media consumption habits of the target audience is crucial. This includes factors such as age, gender, income, education, and lifestyle.

• Product Characteristics: The nature of the product—whether it's a consumer good, industrial product, or service—determines the choice of media. For instance, FMCG products may require mass media exposure, while niche products might benefit from specialized media.

• Communication Objectives: The goals of the advertising campaign, such as brand awareness, lead generation, or sales promotion, influence media selection. Different objectives may require different media strategies.

• Budget Constraints: The available budget dictates the scope of media planning. A limited budget may necessitate a focus on cost-effective media, whereas a larger budget allows for a more extensive media mix.

2. Media Factors

• Reach and Frequency: The ability of a medium to reach a large audience (reach) and the number of times the audience is exposed to the message (frequency) are critical considerations.

• Media Characteristics: Each medium has its unique attributes. For example, television offers visual impact, radio provides auditory engagement, print allows detailed information, and digital media offers interactivity and targeting capabilities.

• Cost Efficiency: Evaluating the cost per thousand impressions (CPM) helps in assessing the cost-effectiveness of different media options.

• Media Availability: The availability of media slots or space, especially during peak times, can influence media planning decisions.

3. Creative Factors

• Message Complexity: The complexity of the message determines the choice of medium. Complex messages may require print or digital media, while simple messages can be effectively communicated through television or radio.

• Creative Flexibility: Some media offer more flexibility in terms of ad formats and scheduling. Digital platforms, for example, allow for real-time changes and targeted messaging.

• Visual and Auditory Elements: The need for visual or auditory elements in the advertisement can influence the choice of medium. Television and digital media are suitable for ads requiring both visuals and sound.

4. Competitive Factors

• Share of Voice (SOV): The proportion of total advertising expenditure within a category that a brand controls. A higher SOV can lead to increased brand awareness and market share.

• Competitive Activity: Monitoring competitors' media strategies helps in identifying opportunities and threats. It also aids in differentiating the brand's message and positioning.

• Market Share Objectives: Brands aiming to increase market share may need to invest more heavily in media to outpace competitors.

5. Environmental Factors

• Seasonality: The time of year can affect media consumption patterns. For instance, certain products may have higher demand during specific seasons, influencing media planning.

• Economic Conditions: Economic factors such as inflation, recession, or changes in consumer spending power can impact media budgets and media consumption habits.

• Technological Advancements: The rise of digital media and new technologies can provide additional platforms for reaching the target audience but may also require adjustments in media strategies.

• Regulatory Constraints: Government regulations and industry standards can impose restrictions on certain types of advertising, affecting media planning decisions.

6. Internal Factors

• Organizational Objectives: The overall goals and objectives of the organization align with the media planning strategy to ensure consistency in messaging and branding.

• Sales and Distribution Channels: The effectiveness of sales and distribution channels can influence media planning. For example, products available in specific regions may require targeted media in those areas.

• Past Campaign Performance: Analyzing the success or failure of previous campaigns provides insights into what media strategies have been effective and where improvements can be made.

Q.3) Answer the Following            15 Marks

A. Explain the need for a Media mix.

A media mix refers to the strategic combination of various media channels—such as television, radio, print, digital, and outdoor—to achieve optimal reach, frequency, and impact for an advertising campaign. The necessity for a media mix arises from several key factors:

1. Diverse Audience Reach

Different media channels cater to distinct audience segments. For instance:

• Television offers broad reach and is effective for mass communication.

• Print media targets specific demographics with in-depth content.

• Digital platforms allow for precise targeting and interactive engagement.

By utilizing a combination of these media, advertisers can ensure that their message reaches a wider and more varied audience.

2. Enhanced Message Impact

Each medium has unique strengths. For example:

• Television combines sight, sound, and motion, creating a powerful emotional appeal.

• Print media provides detailed information and allows for creative layouts.

• Digital platforms enable real-time interaction and personalized content.

Integrating these media can reinforce the advertising message, leading to greater impact and recall.

3. Cost Efficiency

Relying on a single medium may lead to inefficiencies. For example, television advertising can be expensive, while digital platforms may offer more cost-effective solutions. By strategically combining media, advertisers can optimize their budget allocation, achieving desired outcomes without overspending.

4. Flexibility and Adaptability

The media landscape is dynamic, with audience preferences and behaviors constantly evolving. A diversified media mix allows advertisers to adapt to these changes swiftly. For instance, if a particular medium's effectiveness diminishes, resources can be reallocated to more effective channels.

5. Synergistic Effect

When different media work together, they can produce a synergistic effect, where the combined impact is greater than the sum of individual media efforts. This synergy enhances brand visibility and strengthens the overall advertising strategy.

Need for a Media Mix

A media mix is the combination of various media channels—television, radio, print, digital, outdoor, and direct marketing—used in a coordinated way to achieve advertising objectives. The need arises because relying on a single medium rarely achieves maximum effectiveness.

1. To Reach a Diverse Audience

• Different media channels appeal to different audience segments. Some people prefer television, others newspapers or digital content.

• Example: FMCG brands like detergents may use TV for mass awareness, while beauty brands may supplement with Instagram for younger audiences.

• Benefit: Using multiple media ensures that the campaign reaches a broader and more heterogeneous audience.

2. To Enhance Message Effectiveness

• Each medium has unique characteristics and strengths that influence how a message is perceived.

  • TV: Combines sight, sound, and motion → strong emotional appeal

  • Print: Provides detailed information → supports in-depth understanding

  • Digital: Interactive, measurable, allows targeting → engages users personally

• Example: A car brand may launch a TV ad for emotional storytelling, support it with magazine ads for detailed specifications, and run digital campaigns for test drive sign-ups.

• Benefit: Multiple touchpoints reinforce the message, improving recall and brand impact.

3. Cost Optimization

• Media costs vary widely. Using only high-cost media (e.g., prime-time TV) can exceed budget constraints. A mix balances expensive and economical options.

• Example: A brand may use television for reach, supplemented with social media ads and email marketing for cost-effective engagement.

• Benefit: Achieves high reach and frequency without unnecessary overspending.

4. Flexibility and Adaptability

• Audience behavior and media trends are constantly changing. A diverse media mix allows adjustments based on campaign performance or market shifts.

• Example: If social media engagement is low, resources can be shifted to digital video platforms or outdoor campaigns.

• Benefit: Ensures the advertising campaign remains relevant and effective over time.

5. Synergistic Effects

• Combining media can create synergy, where the total effect is greater than the sum of individual efforts.

• Example: An ad first appears on TV to create awareness, then on digital channels for engagement, followed by print ads for detailed follow-up.

• Benefit: Reinforces the message, builds trust, and strengthens brand recall across multiple platforms.

6. To Address Different Communication Objectives

• Awareness: TV and digital media can quickly inform a large audience.

• Interest and Consideration: Print, brochures, and websites provide detailed information.

• Action: Direct mail, email, or digital retargeting encourages purchase or engagement.

• Benefit: A mix allows marketers to target each stage of the consumer journey effectively.

7. Media Limitations Compensation

• Reason: No single medium is perfect; each has limitations. A media mix compensates for these weaknesses.

• Example: TV is great for reach but not for detailed information; print is good for depth but has limited reach. Using both covers the weaknesses of each.

B. Explain the factors that are affecting Print Media Decisions.

When an advertiser or media planner chooses print media (newspapers, magazines, journals, brochures, etc.) for advertising, several factors must be carefully evaluated. These factors ensure that the message reaches the right audience at the right cost with the desired impact.

1. Circulation of the Publication

• Meaning: Circulation refers to the number of copies printed and distributed (either sold, subscribed, or free distribution).

• It indicates the potential size of the audience that the advertisement will reach.

• Example: The Times of India with circulation in millions provides national exposure, while a regional daily may only cover one state.

2. Readership of the Publication

• Meaning: Readership is always higher than circulation because one copy is often read by multiple people (family, office colleagues, waiting rooms, etc.).

• It reflects the real audience base and helps advertisers judge the cost-effectiveness of ad placement.

• Example: A copy of India Today magazine in a library may be read by 30–40 people, giving it a high readership multiplier effect.

3. Audience Profile

• Meaning: Every publication attracts a specific type of audience depending on its language, content, and positioning.

• Advertisers must ensure that the target audience matches the readership profile of the publication.

• Example: Business newspapers (Economic Times, Business Standard) are more suitable for financial services, while fashion magazines (Femina, Vogue) suit beauty products.

4. Coverage (Geographical Reach)

• Meaning: Some publications are local or regional, while others are national or international.

• The geographical distribution of the publication must align with the advertiser’s target market coverage.

• Example: For a product launching only in Maharashtra, advertising in Maharashtra Times is more relevant than in a national daily.

5. Cost of Advertising

• Meaning: Cost is one of the most critical factors. Space in popular newspapers and premium magazines is expensive.

• Evaluation Method: Advertisers calculate Cost per Thousand (CPM) to check efficiency.

• Helps in budgeting and comparing different publications.

• Example: A full-page color ad in The Hindu may cost several lakhs, while in a small-town daily, it could be a fraction of that.

6. Quality of Reproduction

• Meaning: Quality depends on paper, ink, and printing technology.

• High-quality reproduction ensures the brand image is maintained and the ad is visually attractive.

• Example: Glossy magazines (like India Today, Outlook) reproduce high-resolution ads better than regular newsprint.

7. Frequency of Publication

• Meaning: Frequency refers to how often the publication comes out—daily, weekly, fortnightly, or monthly.

• It influences how often the audience sees the advertisement.

• Example: Newspapers (daily frequency) are ideal for time-bound offers, while monthly magazines are better for image-building campaigns.

8. Shelf Life of the Publication

• Meaning: Shelf life refers to how long the publication is retained and read.

• Longer shelf life = repeated exposure to the same advertisement.

• Example: A newspaper has a short shelf life (1 day), while a monthly magazine can be kept for weeks or months, giving the ad longer visibility.

9. Competition and Ad Clutter

• Meaning: In some publications, multiple ads appear together, creating clutter.

• High clutter reduces the visibility and recall of individual ads.

• Example: During festive seasons, newspapers are filled with ads, so a single ad may not stand out unless it is innovative or large.

10. Editorial Environment and Credibility

• Meaning: The type and quality of editorial content influence the credibility of the publication.

• Ads in respected newspapers and magazines enjoy greater trust and acceptance by readers.

• Example: A luxury car ad looks more credible in The Economic Times or Business World than in a small local tabloid.

11. Flexibility of Space and Format

• Meaning: Print media allows advertisers flexibility in terms of size (full page, half page, quarter), placement (front page, supplements), and use of color.

• Flexible options make print adaptable for different budgets and creative needs.

• Example: Classified ads in newspapers are affordable for small businesses, while front-page color ads suit big brands.

OR

C. Explain the need for Media Strategy.

A media strategy is the plan which guides advertisers in selecting the most suitable media, allocating budgets, fixing the timing, and coordinating different channels so that the advertising message reaches the right audience in the most cost-effective manner. It is the backbone of media planning.

The need for a well-designed media strategy arises due to the following factors:

1. To Reach the Target Audience

• Every product or service is meant for a specific group of consumers, defined by age, gender, income, education, lifestyle, or geography.

• A media strategy ensures that the advertiser selects only those media vehicles which are most popular among the intended audience.

• Example: For a cosmetics brand, lifestyle magazines and Instagram work better than financial dailies.

2. To Optimize the Advertising Budget

• Advertising budgets are always limited, while media options are numerous and costly.

• Media strategy helps allocate resources across various media in such a way that maximum reach and frequency are obtained within the available funds.

• It avoids wastage of money by cutting down exposure to irrelevant audiences.

3. To Achieve Communication Objectives

• Different campaigns have different purposes: awareness, image building, product trial, or sales promotion.

• Media strategy aligns the media choice with the communication goal.

  • If the goal is awareness, wide-reach media like television or YouTube are preferred.

  • If the goal is information, print media works well.

  • If the goal is engagement, digital and social media are more effective.

4. To Decide the Timing and Scheduling

• Advertising impact depends not only on where ads appear, but also on when they appear.

• Media strategy helps decide between continuity, flighting, or pulsing patterns.

• It also considers seasonality and consumer buying cycles.

• Example: Ice-cream ads are concentrated in summer, while Diwali ads for electronics are scheduled around festive weeks.

5. To Counter Competition

• In competitive markets, brands must ensure that their voice is not drowned out.

• A good media strategy maintains the brand’s share of voice (SOV) in line with or higher than competitors.

• It helps identify competitor’s strong media presence and guides whether to match, differentiate, or out-spend them in certain channels.

6. To Ensure Synergy Across Media

• Each medium has strengths and weaknesses. When used together, they create synergy.

• A media strategy coordinates TV, print, radio, outdoor, and digital so that the same message is repeated through different touchpoints.

• This consistency enhances brand recall and strengthens the impact.

• Example: A film promotion may release trailers on TV, posters in malls, interviews in magazines, and teasers on Instagram simultaneously.

7. To Provide Flexibility and Adaptability

• Media environment is dynamic: consumer preferences shift, media costs change, and new platforms emerge.

• A strategy ensures that the advertiser can adjust allocations or change media vehicles without losing direction.

• It reduces the risk of relying on a single medium.

8. To Enable Measurement and Control

• Media strategy defines performance benchmarks like reach, frequency, GRPs, TRPs, impressions, CTRs etc.

• These measures help assess whether the campaign objectives are being achieved.

• It also creates a feedback loop to improve future campaigns.

D. Briefly explain OOH Media.

Out-of-Home (OOH) media, also known as outdoor advertising, encompasses all advertising formats that reach consumers when they are outside their homes. It is a broad category that includes various visual and audio advertising methods designed to capture the attention of potential customers in public spaces. Unlike traditional media like television, radio, or print, OOH media targets individuals who are on the move, commuting, shopping, or engaging in other outdoor activities.

Types of OOH Media

OOH media can be categorized into several types, each offering unique characteristics and targeting capabilities:

• Billboards: These are large-format displays, typically located along highways, major roads, and in urban areas. They offer high visibility and can create a significant impact due to their size. Billboards can be static (printed) or digital (electronic).

• Street Furniture: This category includes advertising displays integrated into street furniture such as bus shelters, benches, kiosks, and telephone booths. Street furniture advertising is often located in high-traffic pedestrian areas, providing exposure to a captive audience.

• Transit Advertising: This involves advertising on or within public transportation vehicles and facilities. Examples include ads on buses, trains, subways, taxis, and in stations or terminals. Transit advertising reaches a diverse audience and can be highly effective in urban areas.

• Place-Based Advertising: This refers to advertising in specific locations where people gather, such as shopping malls, airports, stadiums, cinemas, gyms, and restaurants. Place-based advertising allows for targeted messaging based on the environment and the audience present.

• Digital Out-of-Home (DOOH): This is a dynamic and interactive form of OOH advertising that utilizes digital displays to deliver engaging content. DOOH can include video ads, animated graphics, and real-time information, offering greater flexibility and personalization compared to static OOH formats.

• Alternative OOH: This encompasses unconventional and creative OOH advertising methods, such as aerial advertising (banners towed by airplanes), mobile billboards (ads on vehicles), and guerrilla marketing tactics. Alternative OOH aims to generate buzz and create memorable experiences.

Advantages of OOH Media

OOH media offers several advantages as an advertising medium:

• High Reach and Frequency: OOH advertising can reach a large and diverse audience, especially in high-traffic areas. Consistent exposure to OOH ads can lead to high frequency and brand recall.

• Geographic Targeting: OOH media allows for precise geographic targeting, enabling advertisers to focus their efforts on specific regions, cities, or neighborhoods.

• Cost-Effectiveness: Compared to some other advertising channels, OOH can be relatively cost-effective, particularly when considering its reach and frequency.

• Continuous Exposure: OOH ads are typically displayed 24/7, providing continuous exposure to potential customers.

• Creative Flexibility: OOH media offers creative flexibility in terms of size, format, and design, allowing advertisers to create visually appealing and memorable ads.

• Complementary to Other Media: OOH advertising can effectively complement other marketing channels, reinforcing brand messaging and driving traffic to online or offline destinations.

Disadvantages of OOH Media

Despite its advantages, OOH media also has some limitations:

• Limited Message Length: Due to the nature of OOH advertising, messages must be concise and easily digestible. Complex or detailed information is difficult to convey effectively.

• Difficulty in Measuring Effectiveness: Measuring the direct impact of OOH advertising can be challenging, as it is difficult to track individual consumer responses.

• Environmental Concerns: Traditional OOH formats, such as printed billboards, can contribute to visual clutter and environmental waste.

• Location Restrictions: Regulations and zoning laws may restrict the placement of OOH advertising in certain areas.

• Vandalism and Damage: OOH ads are susceptible to vandalism, damage from weather, and other external factors, which can reduce their effectiveness.

• Limited Audience Selectivity: While geographic targeting is possible, OOH media may not be as effective in reaching specific demographic or psychographic segments compared to other advertising channels.

Q.4) Q.4) Answer the following                15 Marks

A. Explain any three methods of setting a media Budget.

1. Percentage of Sales Method

The percentage of sales method is a straightforward and widely used approach to media budgeting. It involves allocating a fixed percentage of past or anticipated future sales revenue to the media budget.

The core principle is simple: a predetermined percentage of sales is earmarked for advertising and promotion. This percentage can be based on:

• Past Sales: Analyzing previous years' sales figures and applying a percentage to that amount. For example, if last year's sales were $1,000,000 and the chosen percentage is 5%, the media budget would be $50,000.

• Anticipated Future Sales: Forecasting sales for the upcoming period and applying the percentage to the projected revenue. This requires accurate sales forecasting. If the projected sales are $1,200,000 and the chosen percentage is 5%, the media budget would be $60,000.

Advantages:

• Simplicity: Easy to understand and implement, requiring minimal analytical effort.

• Affordability: The budget is directly tied to sales, ensuring that the advertising expenditure remains within the company's financial capacity.

• Stability: Provides a relatively stable budget, making it easier to plan and manage media campaigns.

• Industry Benchmarking: Companies can compare their percentage of sales allocation with industry averages to gauge their spending relative to competitors.

Disadvantages:

• Reverse Causality: Treats advertising as a consequence of sales rather than a driver of sales. It assumes that sales drive advertising, ignoring the potential for advertising to stimulate demand.

• Inflexibility: Fails to account for changing market conditions, competitive pressures, or specific marketing objectives. A fixed percentage may be inadequate during periods of intense competition or when launching a new product.

• Ignores Opportunity: May lead to under-investment in advertising when sales are already strong, potentially missing opportunities for further growth.

• Arbitrary Percentage: The chosen percentage is often based on historical data or industry norms without a clear rationale.

Example:

A company selling consumer electronics decides to allocate 3% of its projected sales of $5,000,000 to its media budget. The resulting budget would be $150,000. This budget would then be used to fund various advertising activities, such as television commercials, online advertising, and print ads.

2. Competitive Parity Method

The competitive parity method involves setting the media budget based on the advertising spending of competitors. The underlying assumption is that maintaining a similar level of advertising effort is necessary to remain competitive in the market.

This method focuses on matching or exceeding the advertising expenditure of key competitors. There are two main approaches:

• Matching Competitors: Setting the budget equal to the average advertising spending of competitors in the industry. This requires gathering data on competitors' advertising expenditures, which can be challenging.

• Percentage of Market Share: Setting the budget to maintain a similar advertising-to-sales ratio as competitors with comparable market share. This approach considers both advertising spending and market share.

Advantages:

• Competitive Response: Helps to maintain a competitive presence in the market by ensuring that the company's advertising efforts are comparable to those of its rivals.

• Industry Norms: Provides a benchmark for advertising spending, helping companies avoid under-investing in advertising.

• Stability: Can lead to a more stable advertising environment, as companies tend to react to each other's spending levels.

Disadvantages:

• Assumes Competitor Knowledge: Assumes that competitors have a better understanding of the market and are making optimal advertising decisions, which may not be the case.

• Ignores Company Specifics: Fails to account for the company's unique marketing objectives, target audience, or competitive advantages.

• Potential for Inefficiency: May lead to wasteful spending if competitors are inefficient in their advertising efforts.

• Difficult Data Collection: Obtaining accurate data on competitors' advertising spending can be difficult and expensive.

Example:

A small beverage company observes that its main competitor, with a similar market share, spends approximately 8% of its sales revenue on advertising. The company decides to match this percentage and allocates 8% of its own sales revenue to its media budget.

3. Objective and Task Method

The objective and task method is a more strategic and results-oriented approach to media budgeting. It involves setting specific marketing objectives and then determining the tasks required to achieve those objectives. The media budget is then based on the estimated cost of performing those tasks.

This method follows a structured process:

1. Define Objectives: Clearly define specific, measurable, achievable, relevant, and time-bound (SMART) marketing objectives. Examples include increasing brand awareness by 20% within six months or generating 10,000 leads through online advertising.

2. Identify Tasks: Determine the specific tasks required to achieve the defined objectives. This may include creating advertising campaigns, running social media promotions, conducting public relations activities, and organizing events.

3. Estimate Costs: Estimate the cost of performing each task, including media buying, creative development, production, and personnel expenses.

4. Calculate Total Budget: Sum the estimated costs of all tasks to arrive at the total media budget.

Advantages:

• Strategic Alignment: Ensures that the media budget is directly aligned with the company's marketing objectives.

• Results-Oriented: Focuses on achieving specific, measurable results, making it easier to evaluate the effectiveness of advertising campaigns.

• Flexibility: Allows for adjustments to the budget based on changing market conditions or the performance of advertising campaigns.

• Justifiable Budget: Provides a clear rationale for the media budget, making it easier to justify to management.

Disadvantages:

• Complexity: Requires more time, effort, and expertise than other methods.

• Subjectivity: Estimating the cost of tasks can be subjective and may require assumptions about media rates, creative costs, and other expenses.

• Potential for Overspending: May lead to overspending if the estimated costs are inaccurate or if the objectives are unrealistic.

• Difficult to Implement: Can be challenging to implement, especially for companies with limited marketing resources or expertise.

Example:

A company wants to increase its website traffic by 30% in the next quarter. They identify the following tasks:

• Running a Google Ads campaign: Estimated cost $5,000.

• Creating and promoting blog content: Estimated cost $2,000.

• Social media advertising: Estimated cost $3,000.

The total media budget would be $10,000.

B. Explain the role of media buyer.

Meaning

A media buyer is the person or agency responsible for purchasing advertising space and time in different media such as television, radio, print, outdoor, and digital. The buyer ensures that the advertiser’s message is delivered to the right audience at the right cost and time. While media planners decide what media to use, media buyers execute the plan by negotiating and booking media space.

Roles and Responsibilities of Media Buyer

1. Understanding the Media Plan

• The media buyer works closely with the media planner to understand campaign objectives, target audience, and budget.

• Buyer ensures that the plan is practically implementable in the chosen media markets.

2. Market and Media Research

• Media buyers study circulation figures, TRPs, readership surveys, and digital analytics.

• They keep track of media trends, audience preferences, and seasonal rates.

• This helps in selecting the most cost-effective media options.

3. Negotiation with Media Owners

• A key role is to negotiate the best possible rates with TV channels, radio stations, publishers, outdoor vendors, and digital platforms.

• Buyers secure added value through discounts, bonus spots, or free insertions.

• Strong negotiation saves money for the advertiser and maximizes exposure.

4. Purchasing Media Space and Time

• Media buyers are responsible for actually booking ad slots (like 30-second TV ads, half-page print ads, outdoor hoardings, or digital banners).

• They ensure that the ads appear in the agreed locations, programs, or websites as per schedule.

5. Budget Management

• Buyers allocate the approved budget efficiently across different media vehicles.

• They make sure not to exceed the budget while still achieving maximum reach and frequency.

6. Coordination with Creative and Media Houses

• Media buyers act as a link between advertisers, creative agencies, and media vendors.

• They ensure the right ad format, size, and duration are delivered on time to publishers and broadcasters.

7. Monitoring and Execution

• Media buyers track whether the ads have been aired, printed, displayed, or published as per contract.

• They maintain proof of performance like telecast certificates, tear sheets, photographs, or digital screenshots.

8. Post-Campaign Evaluation

• Buyers help in measuring effectiveness of the campaign by comparing actual delivery with planned goals (reach, TRP, impressions, clicks).

• They submit reports to advertisers and suggest improvements for future campaigns.

9. Maintaining Relationships

• A successful media buyer builds long-term relationships with media owners and vendors.

• These relations help in getting priority placements, last-minute bookings, and special deals.

OR

C. Explain the scheduling patterns

1. First-Come, First-Served (FCFS) / First-In, First-Out (FIFO)

FCFS, also known as FIFO, is the simplest scheduling algorithm. Processes are executed in the order they arrive in the ready queue.

Characteristics:

• Non-preemptive: Once a process starts executing, it runs until completion or until it voluntarily releases the CPU.

• Easy to implement: Requires minimal overhead.

• Fair in terms of arrival order.

Advantages:

• Simple and easy to understand.

• Fair to all processes in terms of arrival time.

Disadvantages:

• Can lead to long waiting times for short processes if a long process arrives first (convoy effect).

• Not suitable for time-sharing systems or real-time systems.

• Average waiting time can be high.

Example: Imagine a single checkout line at a grocery store. Customers are served in the order they join the line.

2. Shortest Job First (SJF)

SJF schedules the process with the shortest estimated execution time next.

Characteristics:

• Can be preemptive (Shortest Remaining Time First - SRTF) or non-preemptive.

• Requires knowledge of the execution time of each process.

Advantages:

• Minimizes average waiting time.

• Maximizes throughput.

Disadvantages:

• Requires knowing the execution time in advance, which is often not possible.

• Can lead to starvation for long processes if short processes keep arriving.

• Difficult to implement in practice due to the need for accurate execution time predictions.

Example: Imagine a doctor seeing patients. The doctor prioritizes patients with the shortest appointments to minimize the overall waiting time for all patients.

3. Priority Scheduling

Each process is assigned a priority, and the process with the highest priority is executed next.

Characteristics:

• Can be preemptive or non-preemptive.

• Priorities can be assigned statically or dynamically.

Advantages:

• Allows important processes to be executed quickly.

• Provides a mechanism for prioritizing critical tasks.

Disadvantages:

• Can lead to starvation for low-priority processes.

• Requires careful assignment of priorities to avoid unfairness.

• Priority inversion problem: A high-priority process can be blocked by a low-priority process holding a resource.

Example: In an operating system, system processes might be assigned higher priorities than user processes.

4. Round Robin (RR)

Each process is given a fixed time slice (quantum) to execute. If the process does not complete within the time slice, it is moved to the back of the ready queue.

Characteristics:

• Preemptive.

• Suitable for time-sharing systems.

• The size of the time slice is a critical parameter.

Advantages:

• Provides fair allocation of CPU time to all processes.

• Prevents starvation.

• Simple to implement.

Disadvantages:

• Performance depends on the size of the time slice.

• Too small a time slice leads to excessive context switching overhead.

• Too large a time slice degrades to FCFS.

• Average waiting time can be higher than SJF.

Example: Imagine a group of people taking turns speaking in a meeting. Each person gets a fixed amount of time to speak before the next person gets a turn.

5. Multilevel Queue Scheduling

The ready queue is divided into multiple queues, each with its own scheduling algorithm. Processes are assigned to a queue based on their characteristics (e.g., priority, type).

Characteristics:

• Processes are permanently assigned to a queue.

• Each queue can have a different scheduling algorithm.

• Scheduling between queues can be based on priority or time slicing.

Advantages:

• Allows for different scheduling policies for different types of processes.

• Provides flexibility in managing different workloads.

Disadvantages:

• Can be complex to implement and configure.

• Requires careful assignment of processes to queues.

• Inflexible, as processes cannot move between queues.

Example: An operating system might have separate queues for system processes, interactive processes, and batch processes, each with its own scheduling algorithm.

6. Multilevel Feedback Queue Scheduling

Similar to multilevel queue scheduling, but processes can move between queues based on their behavior.

Characteristics:

• Processes can move between queues.

• A process that uses too much CPU time may be moved to a lower-priority queue.

• A process that waits too long in a lower-priority queue may be moved to a higher-priority queue (aging).

Advantages:

• More flexible than multilevel queue scheduling.

• Can adapt to changing workload characteristics.

• Reduces starvation.

Disadvantages:

• More complex to implement and configure than multilevel queue scheduling.

• Requires careful tuning of parameters to achieve optimal performance.

Example: An operating system might move interactive processes to a higher-priority queue if they are waiting for user input, and move CPU-intensive processes to a lower-priority queue to prevent them from monopolizing the CPU.

7. Real-Time Scheduling

Designed for systems with strict timing requirements, where tasks must be completed within specific deadlines.

Characteristics:

• Prioritizes tasks based on their deadlines.

• Can be preemptive or non-preemptive.

• Requires accurate timing information.

Types:

• Rate Monotonic Scheduling (RMS): Assigns priorities based on the frequency of the task. Higher frequency tasks get higher priority.

• Earliest Deadline First (EDF): Assigns priorities based on the deadline of the task. Tasks with earlier deadlines get higher priority.

Advantages:

• Guarantees that critical tasks will meet their deadlines.

• Suitable for applications with strict timing requirements.

Disadvantages:

• Can be complex to implement and analyze.

• Requires accurate timing information.

• May not be suitable for general-purpose systems.

Example: Industrial control systems, robotics, and multimedia applications.

8. Fair-Share Scheduling

Aims to provide a fair share of CPU time to each user or group of users.

Characteristics:

• Allocates CPU time based on user or group shares.

• Prevents one user or group from monopolizing the CPU.

Advantages:

• Provides fairness among users or groups.

• Prevents starvation.

Disadvantages:

• Can be complex to implement.

• Requires careful configuration of user or group shares.

Example: In a multi-user system, each user might be allocated a certain percentage of CPU time, regardless of the number of processes they are running.

D. Explain scheduling strategies for creating impact.

Principles of Effective Scheduling

Effective scheduling is more than just filling up a calendar. It's about strategically allocating time and resources to activities that contribute most significantly to achieving goals. Several core principles underpin successful scheduling:

• Prioritization: Identifying and focusing on the most important tasks first. This often involves using techniques like the Eisenhower Matrix (urgent/important) or Pareto Principle (80/20 rule) to distinguish between high-impact and low-impact activities.

• Time Blocking: Allocating specific blocks of time for specific tasks. This helps to prevent distractions and ensures that dedicated time is available for focused work.

• Realistic Estimation: Accurately estimating the time required to complete tasks. Overestimating can lead to wasted time, while underestimating can cause stress and delays.

• Flexibility: Building in buffer time to accommodate unexpected events or delays. A rigid schedule can quickly fall apart when faced with unforeseen circumstances.

• Regular Review and Adjustment: Periodically reviewing the schedule to assess its effectiveness and make necessary adjustments. This ensures that the schedule remains aligned with changing priorities and goals.

• Task Batching: Grouping similar tasks together to minimize context switching and improve efficiency. For example, responding to all emails at once rather than sporadically throughout the day.

• Delegation: Assigning tasks to others when appropriate. This frees up time for higher-priority activities and empowers team members.

Scheduling Techniques

Different scheduling techniques are better suited for different contexts. Here are some common techniques and their applications:

1. Timeboxing

• Allocating a fixed amount of time to a specific task. Once the time is up, the task is stopped, regardless of whether it is completed.

• Useful for preventing tasks from dragging on indefinitely and for maintaining focus on a specific activity. Particularly effective for creative tasks or tasks prone to perfectionism.

• Example: Allocating 2 hours to write a blog post, regardless of whether the post is fully polished within that time.

2. Kanban

• A visual system for managing workflow. Tasks are represented as cards on a board, which are moved through different stages of completion (e.g., "To Do," "In Progress," "Done").

• Ideal for managing projects with multiple tasks and team members. Provides a clear overview of progress and helps to identify bottlenecks.

• Example: Using a Kanban board to track the progress of software development tasks, with columns representing stages like "Backlog," "Development," "Testing," and "Deployment."

3. Agile Scheduling

• An iterative approach to scheduling that emphasizes flexibility and adaptability. Work is broken down into short sprints, with regular reviews and adjustments.

• Well-suited for projects with evolving requirements or uncertain timelines. Allows for continuous improvement and responsiveness to change.

• Example: Using Agile scheduling for a marketing campaign, with weekly sprints to plan and execute different marketing activities, followed by a review of results and adjustments to the strategy.

4. Pomodoro Technique

• Working in focused bursts of 25 minutes, followed by a short break. After four Pomodoros, a longer break is taken.

• Effective for maintaining focus and preventing burnout. Particularly useful for tasks that require intense concentration.

• Example: Using the Pomodoro Technique to study for an exam, working in 25-minute intervals with 5-minute breaks in between.

5. Calendar Blocking

• Allocating specific blocks of time in a calendar for specific activities.

• Useful for creating a structured schedule and ensuring that time is dedicated to important tasks.

• Example: Blocking out 9-11 AM every day for focused work on a specific project.

6. Task Management Software

• Using software tools to organize, prioritize, and track tasks.

• Ideal for managing complex projects with multiple tasks and deadlines. Provides features such as task assignment, progress tracking, and collaboration.

• Example: Using tools like Asana, Trello, or Jira to manage project tasks, assign responsibilities, and track progress.

Q.5) Answer the following:                15 Marks

A. Explain basic metrics in detail.

Metrics are quantifiable measurements used to track and assess the status of a specific process. They provide a way to monitor performance, identify trends, and evaluate the effectiveness of strategies. Metrics are essential for understanding progress toward goals and making informed decisions.

Types of Basic Metrics

Here's a breakdown of some fundamental metrics, categorized for clarity:

1. Website and Web Analytics Metrics

These metrics are crucial for understanding website performance and user behavior.

• Page Views: The total number of times a page on your website is viewed. This is a basic measure of website traffic. A high number of page views suggests that your content is attracting visitors.

• Unique Visitors: The number of distinct individuals who visit your website during a specific period. This metric avoids counting the same user multiple times if they visit multiple pages or return to the site.

• Bounce Rate: The percentage of visitors who leave your website after viewing only one page. A high bounce rate can indicate problems with website design, content relevance, or slow loading times.

• Average Session Duration: The average amount of time visitors spend on your website during a single session. Longer session durations often indicate that visitors are engaged with your content.

• Conversion Rate: The percentage of visitors who complete a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter.

2. Sales and Marketing Metrics

These metrics are essential for evaluating the effectiveness of sales and marketing efforts.

• Leads: Potential customers who have expressed interest in your product or service.

• Customer Acquisition Cost (CAC): The total cost of acquiring a new customer.

• Customer Lifetime Value (CLTV): The predicted revenue a customer will generate throughout their relationship with your company.

• Return on Investment (ROI): The profitability of an investment relative to its cost.

• Click-Through Rate (CTR): The percentage of people who click on a specific link or advertisement.

3. Financial Metrics

These metrics are crucial for understanding the financial health of a business.

• Revenue: The total income generated from sales of goods or services.

• Profit Margin: The percentage of revenue that remains after deducting expenses.

• Gross Profit: Revenue minus the cost of goods sold (COGS).

• Net Profit: Revenue minus all expenses, including COGS, operating expenses, interest, and taxes.

4. Social Media Metrics

These metrics are used to measure the performance of social media campaigns and engagement.

• Reach: The total number of unique people who have seen your content.

• Engagement: The level of interaction with your content, including likes, comments, shares, and clicks.

• Follower Growth: The rate at which your social media audience is growing.

B. Explain the evaluation of Radio buys and Cinema buys.

Evaluation of Radio Buys

Radio is an audio-only medium, consumed mostly in the background—while driving, working, or doing chores. Its strength lies in local reach and frequency. Evaluating radio buys means looking at both the media value and how well it fits the brand’s objectives.

1. Reach and Frequency

• Reach: The number of unique listeners a station can deliver. For example, an FM station in Mumbai might reach 3 million listeners weekly.

• Frequency: How many times the average listener will hear the ad. Since radio is a reminder medium, ads need repetition.

2. Station and Program Fit

• Stations have distinct audience profiles: youth-oriented FM, talk radio, classical music, etc.

• Evaluators check if the station’s audience matches the target group.

• Within the station, programs (morning shows, drive-time, late-night shows) attract different demographics.

Example:

• A food delivery app might buy evening drive-time slots when office-goers are commuting home and likely to order food.

3. Daypart Analysis

• Morning Drive (6–10 am): High listenership, people commuting.

• Midday (10 am–3 pm): Homemakers, flexible workers.

• Evening Drive (3–7 pm): Peak traffic, high youth listenership.

• Late Night (7 pm–12 am): Fewer listeners but strong engagement.

Planners evaluate which dayparts deliver the best audience at the right cost.

4. Cost Efficiency Metrics

• CPRP (Cost per Rating Point): Cost to reach 1% of the target audience.

• CPM (Cost per Thousand): Cost to reach 1,000 listeners.

• Lower CPRP/CPM indicates better efficiency.

5. Spot Length and Scheduling

• Common ad durations: 10s, 15s, 30s, 60s.

• Evaluators check which length works best for the message.

• Scheduling matters: running several short ads at different times may outperform one long ad.

6. Geographic and Local Relevance

• Radio is strongest for local campaigns (retail, restaurants, events, regional brands).

• Evaluators assess how well stations cover key cities or regions.

7. Creative Effectiveness

• Radio depends entirely on sound. Evaluators consider how well the ad uses:

  • Catchy jingles

  • Humor or drama through voices

  • Clear calls-to-action

• A great radio buy paired with a weak creative won’t deliver results.

Evaluation of Cinema Buys

Cinema is a high-attention visual and audio medium, consumed in a distraction-free environment. It’s not about mass reach but about strong, memorable impact.

1. Audience Profile

• Cinema audiences are generally younger, urban, and more affluent.

• Evaluators check if this matches the brand’s target.

Example:

• A luxury watch brand benefits from cinema because audiences are aspirational, style-conscious, and urban.

2. Geographic Targeting

• Cinema allows hyper-local buys (specific screens, multiplex chains, or cities).

• Evaluators decide whether to buy across nationwide multiplex chains (like PVR, INOX, Cinepolis in India) or focus on specific cities.

3. Engagement and Impact

• Cinema delivers captive attention: no skipping, large screens, surround sound.

• Evaluators look at how immersive the ad will be compared to TV or digital.

• Recall from cinema ads is often higher than other media.

4. Movie Selection

• Different films attract different audiences:

  • Animated films → families, children.

  • Action blockbusters → young male audiences.

  • Romantic comedies → couples, young women.

• Evaluators choose movies that align with the target audience.

Example:

• A gaming laptop ad placed before a superhero film will have higher relevance than before a family drama.

5. Cost Efficiency

• Cinema ads are priced based on expected footfalls (occupancy).

• Evaluators calculate CPM (Cost per Thousand viewers).

• While more expensive per viewer than radio, cinema’s impact justifies the premium.

6. Ad Formats

• On-screen video ads (the most common).

• Static slides shown before trailers.

• In-theater activations: sampling, booths, lobby displays.

• Evaluators decide which format best fits the brand and budget.

7. Frequency and Reach

• Cinema reach is limited: only people who go to theaters are exposed.

• Frequency is low because audiences may see a movie only once or twice a month.

• Evaluators balance this limitation against the high engagement and memorability.

OR

Q.5) Short notes (Any 3 out of 5)

1. Share of Voice

Share of Voice (SOV) represents the percentage of conversations, mentions, or visibility a brand has within its market or industry compared to its competitors. It's essentially a measure of how much a brand is being talked about relative to others. SOV can be measured across various channels, including:

• Social Media: Mentions, hashtags, and conversations on platforms like Twitter, Facebook, Instagram, LinkedIn, etc.

• Search Engines: Visibility in search results for relevant keywords.

• Paid Advertising: Percentage of ad impressions compared to competitors.

• Traditional Media: Mentions in news articles, magazines, and broadcast media.

• Industry Forums and Blogs: Discussions and mentions in relevant online communities.

Important

SOV is a valuable metric for several reasons:

• Brand Awareness: A higher SOV generally indicates greater brand awareness. The more people talk about a brand, the more likely potential customers are to become familiar with it.

• Competitive Analysis: SOV provides insights into how a brand is performing relative to its competitors. It helps identify who the key players are and how they are positioning themselves in the market.

• Marketing Effectiveness: Tracking SOV over time can help assess the effectiveness of marketing campaigns. An increase in SOV following a campaign suggests that the campaign is resonating with the target audience.

• Market Share Prediction: While not a direct correlation, a strong SOV often precedes an increase in market share. Being top-of-mind for consumers can translate into increased sales.

• Crisis Management: Monitoring SOV can help identify and address potential crises before they escalate. A sudden drop in SOV, especially accompanied by negative sentiment, could indicate a problem that needs immediate attention.

• Identifying Trends: Analyzing the context surrounding brand mentions can reveal emerging trends and customer preferences.

Types of Share of Voice

SOV can be measured in different ways depending on the channel:

1. Advertising SOV – based on ad spend across TV, print, digital, etc.

2. Digital SOV – based on online impressions, clicks, or visibility in search and display ads.

3. Social SOV – based on brand mentions, hashtags, or conversations on social media compared to competitors.

4. Search SOV – based on visibility in search results, usually measured by keywords where your brand ranks versus others.

2. Gross Rating Points

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.

3. Target group

A target group (or target audience) is the specific segment of people a business or advertiser wants to reach with its products, services, or communication. Instead of trying to appeal to “everyone,” companies focus on a defined group of people who are most likely to be interested in what they offer.

Think of it as the who behind your marketing strategy.

Important

• Efficiency: Marketing budgets are limited. Focusing on the right people ensures money isn’t wasted on uninterested audiences.

• Relevance: When messages match people’s needs, lifestyles, or preferences, they feel more personal and effective.

• Positioning: A clear target group helps a brand position itself distinctly in the market (e.g., “luxury skincare for women over 40” vs “affordable skincare for teenagers”).

Marketers usually break down a target group using these criteria:

1. Demographic Factors

• Age

• Gender

• Income level

• Education

• Occupation

• Marital status

• Family size
  Example: Women, 25–40 years old, working professionals with medium-to-high income.

2. Geographic Factors

• Country, region, city, or neighborhood

• Urban vs rural

• Climate or local culture
  Example: Young adults in metro cities in India.

3. Psychographic Factors

• Lifestyle

• Social class

• Personality traits

• Interests and values
  Example: Health-conscious millennials who value sustainability and prefer eco-friendly products.

4. Behavioral Factors

• Buying habits

• Product usage (heavy, medium, light users)

• Brand loyalty

• Benefits sought (e.g., convenience, price, luxury, durability)
  Example: Tech-savvy consumers who upgrade their smartphones every two years and value cutting-edge features.

Examples of Target Groups

1. Nike Running Shoes: Men and women, 18–35, urban, fitness-oriented, middle to high income.

2. Disney+ Streaming Service: Families with kids, young adults, entertainment lovers, global audience.

3. Luxury Car Brand: Men and women, 30–55, high income, status-conscious, urban professionals.

4. Challenges of Media planning

1. Fragmented Audiences

Audiences no longer stick to one or two media channels. They watch TV, stream shows on Netflix, scroll through Instagram, listen to podcasts, and read blogs—all within the same day. This fragmentation makes it harder for media planners to choose the right mix of platforms and ensure consistent exposure. The challenge is not just reaching people, but reaching them in the right place, at the right time, and without too much repetition.

2. Data Overload and Accuracy

Media planners have access to enormous amounts of data: impressions, clicks, viewability, engagement rates, and more. While this seems helpful, the problem is that data from different platforms often uses different definitions and methods of measurement. For example, what counts as a “view” on YouTube may not be the same as a “view” on Facebook. This inconsistency makes it hard to compare performance and decide where to invest.

3. Changing Consumer Behavior

Consumer preferences are shifting faster than ever. A platform or trend that dominates today may become irrelevant in a year. TikTok’s rapid rise is a good example. Media planners must stay ahead of these shifts, otherwise campaigns risk missing audiences who have already moved on to the next trend. This requires ongoing monitoring and flexibility in planning.

4. Budget Constraints

No brand has unlimited money. Media planners often face the challenge of stretching a limited budget across multiple platforms. They must balance reach (how many people see the message) and frequency (how often they see it). Spending too little spreads the budget too thin, while overspending in one place risks missing potential customers elsewhere.

5. Ad Avoidance

Consumers are increasingly resistant to ads. Many use ad blockers online, skip commercials on streaming services, or simply ignore ads altogether. This forces planners to find ways of integrating messages more naturally, such as through influencer marketing, sponsored content, or interactive ads. Even then, there’s a fine line between being engaging and being intrusive.

6. Cross-Channel Measurement

People rarely make buying decisions after seeing a single ad. Instead, they’re influenced by a mix of TV, online, social, and even word-of-mouth. Measuring the combined impact of these touchpoints is very challenging. Traditional media like TV still rely heavily on surveys and estimates, while digital platforms offer precise metrics—but tying them together into one clear picture is difficult.

7. Competition and Clutter

Consumers are bombarded with thousands of marketing messages every day. In such a noisy environment, standing out is difficult, especially if competing brands are targeting the same audience. Premium ad slots, such as during major sports events or on trending social platforms, are expensive, which makes it harder for smaller budgets to compete.

8. Privacy and Regulation

Laws like GDPR in Europe and CCPA in California restrict how brands can collect and use personal data. This limits highly targeted advertising, which used to be a major advantage of digital media. As third-party cookies are phased out, planners need to find new ways to target effectively while respecting privacy.

5. Dairy v/s People meter

1. Diary Method

The diary method is one of the older ways of measuring TV or radio audiences.

• Participants (a selected sample of households) are given paper diaries where they manually record what programs they watch or listen to, at what time, and for how long. These diaries are usually collected weekly or monthly and then analyzed.

• Advantages:

  • Inexpensive compared to electronic devices.

  • Simple to distribute and collect.

  • Can provide detailed insights about household viewing habits if participants are honest.

• Limitations:

  • Relies heavily on memory and honesty. People may forget to log their behavior, or they may fill out the diary all at once instead of in real time.

  • Time-consuming for participants, which often leads to errors or incomplete data.

  • Doesn’t capture second-by-second accuracy, so data may be vague or inflated.

  • Often biased toward what people think they should be watching rather than what they actually watch (social desirability bias).

2. People Meter Method

The people meter is a more modern, electronic system used to measure TV viewership.

• A device is installed on the household’s television set. Each family member is assigned a button or code. When they start watching, they log in by pressing their assigned button, and when they stop, they log out. The meter records channel, time, and duration of viewing. Data is transmitted automatically to the research company (such as Nielsen).

• Advantages:

  • Provides accurate, real-time data.

  • Eliminates reliance on memory or manual logging.

  • Allows measurement of individual viewing, not just household-level.

  • Can capture second-by-second channel switching and viewing behavior.

• Limitations:

• Expensive to install and maintain.

• Requires participants to remember to log in and log out; if they forget, the data can be inaccurate.

• Sample size is often limited due to cost, which can raise questions about representation.

• Does not capture out-of-home viewing (watching at a friend’s house, workplace, or on mobile devices).