1. By
Prof IndraniSen
SIMC
22/7/11
Media, Advertising & Consumer

2. Media & Consumer
Consumer usually want from mass media
Information
Entertainment
The degree of intensity among consumers in evaluating media content depends on various factors, e.g.
Consumer perceptions
Strong/ weak feelings
Consumer loyalty
Type of consumption
Passive
Active
3. Relationship between Consumer & Media
Consumer is selective in what they want to hear or see in media
Varied relationship exists between consumer & media
From casual to intense
Linked with media content
Advertisement is less effective if relationship is casual, more if it is intense
Sports prgrammes with favourites playing
Reflected in ratings
Smaller audience with stronger relationship are more perceptive than larger audience with a casual relationship
4. Relationship between Consumer, Media & Advertising
Much of information received from advertisements placed in mediais stored in consumers short term memory
The challenge which advertising faces is to transfer the information from short term memory to long term memory
Media plannersdepend on numbers for selection of media vehicles to deliver advertising message
Can a media planner do any more?
5. Going beyond syndicated research
Understanding consumers purchase behaviour
Linking communication channels with purchase
Role of communication channels
Channel selection
6. Trigger
Experience
Search
Buy
Consider
Choose
Consumer Buying Cycle
7. Consumer buying process
TriggerNeed or problem recognition
SearchLook for alternatives or gather information
Consider Evaluation of alternatives
Choose Decide which one to buy
Buy Make the purchase or activate the decision
ExperienceConsume / use and evaluate
8. Trigger
Experience
Search
Buy
Consider
Choose
Communication Channels Influence
Strength of vehicle
at each stage by product categories
9. Various elements of Promotion
Advertising
Personal selling
Sales Promotion
Public Relations
Direct Marketing
Event Management
Local area activation
10. Integrated marketing communication
TV/ Radio
Events
Print
Packaging
Outdoor
Emerging
Media
Rural
Consumer
One-to-One
Merchandise
Interactive
PR
Promotions
11. Initiatives by Media Agencies
Going beyond syndicated research
Group M : Special Research & Analytics Cell: MCI
12. - Proprietary Research
Passion
Print
Pathways
Consumer
Voice
Passion
Visual
Sensory
Speech
Motor
Touch
Teen
Sight
Speech
Auditory
Media
Training

Consumer interrogation
New
Business
Consumer segmentation

360 contact points

Auditing
Qualitative effectiveness
Plan options
Real time trends
Strategy
Unique consumer Insights
Research
Systems
Mergers
13. Some key insights
Influence of News paper Ads. As a TRIGGER for NEED
Skin Care Category
Relative influence higher than TV sponsorship, Outdoor advertising, or a specialist (e.g. doctor) recommendation
Toilet Soap Category
Among Brand switchers, Relative influence higher than that of Magazine advertising or TV program sponsorships
14. Skin Care - Loyalists & Switchers
Loyalists
Upmarket
25-34 yrs
Usage throughout the year 63% follow regular skin care routine at home
Single reason for use
Regular visit to parlor
Switchers
Not very up market
Relatively Young
Usage- Throughout the year
Multiple reasons for use
Significant pathways gap between Trigger to Purchase
Loyalists - 2 days
Switcher - 3.5 days
15. Channel Contact Points
LoyalistsSwitchers
TV-100 TV-100
Friends/Collg-44Friends/Coll-70
Shops-13Dailies- 55
Docs-8Beautician-36
Beautician-5 Advert.Mag-29
Advert.Mag-3Shops- 25
Mag Ad-2
Insights beyond above the line media
16. Shampoo Case :Targeting Woman
Still segments media at macro level.
For focussed media strategy need to move
beyond demographics
Brand : New in high price category
Demographics: NRS: Single dimensional approach
Women SEC A/B: Affluent
Premium category consumer
No clear skew in age
17. TGI- Target Group IndexGoing Beyond Demographics
My kitchen is the most important room in my home
I really enjoy shopping in modern super markets
I usually buy best known brands
I enjoy entertaining people at home
When I see a new brand I often buy it to see what it is like
120 attitudinal statements
45 discriminating statements using
Women : Buyers of branded spices/ curry mix
Six consumer clusters
18. Sati Savitri (23L)
Slippery Suzy (19L)
Gharelu Geetha (21L)
Family oriented
Dependent on others
Non experimentative
Hip Hop
Hema
(31L)
Dashing
Divya
Believes in cash transactions
Not to stand out
Do not maintain traditions
Pessimists
(24L)
Experimentative
Swayed by other peoples views
Buys well
known brands
For Indian brands
Keep up with
latest fashion
Socialite
For Western
Culture
Believes in
credit Purchase
Fashion
Conscious
Elegant Esha (24L)
No strong point of view
Spendthrift
Money : Key
motivator for career
For western culture
Successful
Value Seeker
Happy and Contended
Fashion Conscious
Well Organised routine
Socialite
For Indian Products
No belief in Western
Culture
Not out of home
person
Segmenting Beyond Demographics
19. Selecting The Core Groups
Hip Hop
Hema
(31L)
Dashing
Divya (24L)
Socialite
Experimentative
Swayed by other peoples views
Buys well known brands
For Indian brands
Keep up with latest fashion
For Western
Culture
Believes in
credit Purchase
Fashion
Conscious
Elegant Esha (24L)
Successful
Value Seeker
Happy and Contended
Fashion Conscious
Well Organised routine
Socialite
For Indian Products
Attitude fit with category: Higher skew
79L:60% of the universe
20. Attitude Towards Media
Hip Hop
Hema
(31L)
Dashing
Divya (24L)
Loyal to the daily brand
Response to Promos
Shops through the net
Watches movies in cinema halls
Cant resist buying magazines
Like to watch movies on TV only
Elegant Esha (24L)
High loyalty among supplements
Spends time in super markets
Implication on effective media usage
21. TV - 90%
Print - 50%
Radio 17%
Restaurants - dinning out
58%, pubs -2%
Clubs - 6%
Out of Home - 50%
Theatre -14%
Gym, Aerobic classes, jogging parks - 10-20%
Art/Exhibition - 8%
Direct Mail - 11%
Travelling within India - By air 3 /4 star hotels- 18%
Heavy Housework
Temples
22. Analysis from syndicated data sources like NRS and TGI stops here
TM
Further insights for targeting high profit target segments
23. TM
A Revolution in Targeting
REACHING THE PEOPLE WHO COUNT
WHILE
COUNTING THE PEOPLE WE REACH
Large sample study covering 15 states, 1Lac + towns
24. Identifying the people who are most active in a product category and contribute most to brand profit

Understanding the lives of
core target groups; what they own,
what they think, how they behave
Understanding the media habits of core target group what & why

26 product categories : 15 brands per category:
>8000 sample in 15 TAM markets
25. Shampoo Case -TMUtility
Committed
Committed
3%
5%
Performance
Performance
50%
50%
Delivery
Delivery
52%
51%
54%
57%
Consideration
Consideration
70%
Familiarity
Familiarity
60%
Committed
3%
2%
Performance
35%
39%
46%
42%
Delivery
49%
Consideration
46%
57%
Familiarity
53%
Non Familiar
All Women
26. Higher Weights
Profit segments
Continuous brand
association
Lower weights
Commitment Comparisons
Shampoos75 95134
Tooth paste939499
Soft Drinks96112114
Skin Cream93113219
27. Media Implications
Vehicle selection based on the target groups brand relationship
Task based approach on focused vehicles
28. Preferred TV Genre
Committed
Profit segment
Create Association
Film based countdown
Game shows
Mythos
Fashion
Non - Familiar
Boost Awareness
Frequency &
Impact
Travel
Music
Comedy
Business Shows
Current affairs
Lifestyle
Chat Shows
Career
Science
Travel
Documentary
Wild Life
Events
Cartoon
29. TV Channel Loyalty
Committed
Profit segment
Create Association
Zee Eng
Star Movies
Sony
Non - Familiar
Boost Awareness
Frequency &
Impact
Regionals
BBC
Star World
Zee MGM
HBO
Star World
Star Plus
Discovery
Zee TV
Sony
Regionals
Aaj Tak
Star World
HBO
Star World
Zee MGM
Star Movies
30. Preferred Print Sections
Committed
Profit segment
Create Association
Social issues
Beauty
Fashion
Non - Familiar
Boost Awareness
Frequency &
Impact
Travel
Home Dcor
Cooking
Loyalists
Science & Tech
Education
Social issues
Property/Reality
Fashion
TV programs
Role of Supplements
Travel
Child care
Health
Appointments
Education
Marketing
31. TheTM Advantage
Media solutions targeted at key sources of business
TV
Channel loyalty
Daypart involvement
Choice viewing vs forced viewing
Intensity
Print evaluation
Time spent
Loyalty by sections
Vehicle profile
Ambient Media
Out of Home
32. TMAdvantage
Brand media relationship of multiple target groups
Minimum 10%- 15% increase in productivity
Attitudinal segmentation with clear differentiators which impact:
media weights
media mix
33. Thank You