Marketing Research by Parveen Ahluwalia as on 18/11/13

“Higher the education – Higher the occupation – Higher the earning” 

Media Strategy 

•                Advertising Objective 

•                Target Audience 

-       From a media point of view

• -       SEC basis

• -       Media Habits (Newspapers, Magazines)
• -       Netographics (Web-portals, websites, html links)
• -       Media Objectives

From a reach and OTS point of view:

Reach

• -       Regionality
• -       Market Prioritization
• -       Seasonality
• 
  

Market Prioritization

Zone                                                State                                                        City

North                                   Delhi/NCR                                           Delhi

                                                Rajasthan                                             Jaipur/Kota

                                                Harayana                                             Chandigar

                                                Punjab                                         Amritsar/Ludhiana/Dhar*                                                            Himachal                                            Shimla

                                                 Uttar Pradesh                                         Lucknow/Kanpur/Varanasi

                                                  Uttarakhand                                              Dehradun

                                                J&K                                                                                               

West                                                  Maharashtra                                       Mumbai/Pune/Nagpur                                                                    Gujurat                                      Gujurat                                                   Ahmedabad/Vadodra/Surat

                                                     Madhya Pradesh                        Bhopal/Indore            

                                                      Chattisgarh                                           Raipur

East                                                 Assam                                                 Guwhati

                                                North Eastern States                                   

                                                West Bengal                                     Calcutta

                                                Orissa                                                Bhuwaaneshwar/Cuttack*

                                                Bihar                                                Patna

                                                Jharkhand                                     Ranchi

South                                                TamilNadu                                     Chennai/Coimbatore/Trichy

                                                Karnataka                                    Bangalore/Mysore

                                                Andhra Pradesh             Hyderabad/Vishakapattanam

                                                Kerala                                                Cochin                               

27 – 35 cities define the markets of India. If a brand is present in more than 12 cities, then you can consider television as a medium to advertise.  

Media Strategy/Rationale (2)

Media Mix

• -       TV – ATL 
• -       Magazines– ATL 
• -       Press – ATL
• -       Cinema – BTL 
• -       OOH – BTL 
• -       FM (Radio) – BTL 

The Line

• -       Mass impact
• -       Mass Reach
• -       Fastest Build Up for Your Brand
• -       National Reach
• -       Expensive

Media Weightages

• -                Across Media
• -                Across Markets
• -                Media Schedule

                -> Flighting

                ->Pulsing

•  Media Budget  

“A campaign will have to complimented I, e a presence in at least 2 mediums”