SUMMER INTERSHIP REPORT

UNDERSTANDING OF MEDIA PLANNING At ALLIED MEDIA NETWORK PVT., LTD. BANGALORE

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF

MASTERS OF BUSINESS ADMINISTRATION TO AMITY SCHOOL OF COMMUNICATION AMITY UNIVERSITY NOIDA 2011-2013

R.Sivakumar ENROLL. NO. A2021311005

FACULTY MENTOR

Ms. Anvesha Sharma

CONTENTS

ACKNOWLEGDEMENT

Certificate (Industry mentor)

Certificate (Faculty mentor)

1. EXCUETIVE SUMMARY OF INTERNSHIP

2. INTRODUCTION PERCEPT GROUP ALLIED MEDIA 8 10

3. MEDIA PLANNING

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4. ROLE OF VARIOUS MEDIA

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5. MEDIA TERMS

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6. MEASUREMENT TV VIEWERSHIP MEASUREMENT PRESS CIRCULATION MEASUREMENT PRESS READERSHIP MEASUREMENT 22 23 24

7. WORK EXPERIENCE

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8. OBSERVATIONS AND CONCLUSION

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9. BIBLIOGRAPHY

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ACKNOWLEDGEMENT

On completing the project assigned to me on

UNDERSTANDING

OF MEDIA

PLANNING for my Internship Training at ALLIED MEDIA NETWORK PVT., LTD. as a part of the MBA -MEDIA MANAGEMENT curriculum, we would like to take this opportunity to thank and convey our gratitude to everyone who made this possible.

I sincerely thankful to Mr.CHAKRAPANI and Mrs. ANVESHA SHARMA, for their valuable guidance, continuous encouragement and strong support at every stage of our Project.

I also acknowledge with deep gratitude, the immense support we received from our parents who have always encouraged us and have been a source of inspiration and help in continuing our effort.

Last but not least, I also thank all those people whom I met in the industry during my internship And helped me to accomplish my assignments in the most efficient and effective manner.

R.SIVAKUMAR

CERTIFICATE
Certified that the project work entitled UNDERSTANDING OF MEDIA PLANNING is a bona-

fide work carried out by R.SIVAKUMAR in partial fulfilment of the award of the degree of MBA MEDIA MANAGEMENT of Amity University, Noida .The project report has been approved as it satisfies the academic requirements in respect of project work prescribed for the MBA degree.

Mrs. ANVESHA SHARMA

FACULTY MENTOR MBA-MEDIA MANAGEMENT ASCO AMITY UNIVERSITY, NOIDA

EXECUTIVE SUMMARY
My internship is started with training in the Allied Media Network Pvt. Ltd., at Bangalore, Allied Media Network Pvt. Ltd. is the media planning, evaluation and buying arm of Percept Limited. Allied Media offers media solutions to clients in conventional as well as traditional media. It has a dedicated multi-city intranet network which helps the centralized planning and buying process with the capability to execute & activate at a localized level. The training was to know all about the detail planning of the media and evaluation of the plans. Allied media is one of the top 5 media agencies in India, which gained the level in shorter period since its inception in the year 2007. Allied Media offers turnkey solutions in conventional and traditional media, out of home, below the line, activation, retail, rural, experiential marketing, entertainment marketing, new media, digital and interactive media, sports marketing, sponsorships & endorsements. Allied Media is the only company to provide such 360-degree offerings as they have all the resources and services available within themselves. Allied Media gives as much transparency as possible in all transactions. Media buying and execution benchmarks / metrics are mutually agreed upon between Allied Media and all its clients beforehand. Post-campaign audits are tracked to confirm adherence to the agreed benchmarks and metrics, thereby ensuring true transparency in the media buying process. Some of Allied Medias esteemed clientele includes brands like Future Group, BSNL, Panasonic, Canon, DLF and Sahara, to name a few.

My role is to help the media executives and planner as a media trainee, as I involved in all the planning work for Toyota, Allied medias esteemed client. During this project I had learned about the process of planning and buying, I majorly involved in the planning process of the corporate campaign.

The planning department wills mainly handles the entire planning of mediums for the campaign such as Channels, Press, Magazines and Internet. The process is not just merely selecting the mediums, it involves lot of analysis based on the mediums current and previous performance, to do the analysis there are some third parties who provides the metrics about the mediums.

This project report will give the detail about all the technical as well as analytical details of the planning & buying of mediums for a corporate campaign and how they are evaluated before and after the release.

PREFACE
The purpose of this report is to explain what I did and learned during my internship period with the Allied Media Network Pvt. Ltd., in the Division of Planning Department. The report focuses primarily on the assignments handled, working environment, successes and shortcomings that as an intern did encounter when handling various tasks assigned by the company guide.

Introduction
About Percept group Founded in 1984, Percept Limited, an entertainment, media and communications company, is at an enviable leadership position today, with a team of over 1,000 people and 62 offices in India and the Middle East and a capitalized billings of about INR 26 billion (FY11).

Percept companies deliver marketing solutions that reach consumers at every moment of their lives. From integrated advertising campaigns, to embedded content, to innovative media solutions; Percept companies construct tailor-made solutions that deliver in both local and global markets. Percept services hundreds of customers in India and West Asia catering to national and multinational clients.

Percept operates in 3 verticals:

Percept Entertainment Group - this encompasses Television and Movie Content Production, Aggregation, Distribution & Marketing, Ad Films, Celebrity Endorsements and Talent Management, Experiential and Entertainment Marketing, Sports Management and Marketing, Wedding Management, Event Management and Marketing, Entertainment Branding and Marketing, Branded Entertainment, Merchandising, Brand Activations and Promotions, and Entertainment Intellectual Properties.

Percept Media Group - this comprises of Media Planning, Buying and Representation, Outdoor Media, Retail Media, Rural Media, Digital Media and Digital IPs.

Percept Communications Group - this includes Advertising, Brand Communication, Strategy, Creative, Public & Media Relations and Integrated Marketing Communication Consultancy services.

Business Domains of Percept

Entertainment

Percept Pictures Percept Sports & Entertainment Percept ICE Percept Entertainment Percept Sport Percept Art Percept Talent Management P9 Integrated Spark Entertainment Percept IP Bollywood Corporation

Media Allied Media Percept Out-Of-Home Percept Knorigin Percept Activ

Communications Percept/H Hakuhodo Percept IBD India MASH Advertising Percept Gulf Fz LLC Percept Profile Perspectrum 9

About Allied Media

Allied Media Network Pvt. Ltd. is the media planning, evaluation and buying arm of Percept Limited started by the year 2007. Allied Media offers media solutions to clients in conventional as well as traditional media. It has a dedicated multi-city intranet network which helps the centralized planning and buying process with the capability to execute & activate at a localized level. The strong IT based network not only enables a bottom up planning approach, instead of the traditional top down models, but also provide a unique media service delivery platform through its micro-marketing infrastructure. This ensures reduced national and regional response time apart from increased speed and efficiency for clients. Allied Media intends to surge ahead with a four-point agenda of transparency, agency alliances, consolidation, and true 360-degree communication. The key focus of Allied Media is to provide clearly audited transactions for the clients to increase transparency and bring in a fair and level playing field in the media business. Businesses Geared to meet the current and emerging market needs, Allied Media offers turnkey solutions in conventional and traditional media, out of home, below the line, activation, retail, rural, experiential marketing, entertainment marketing, new media, digital and interactive media, sports marketing, sponsorships & endorsements. Allied Media is the only company to provide such 360-degree offerings as they have all the resources and services available within themselves. Allied Media strives to bring in as much transparency as possible in all transactions. Media buying and execution benchmarks / metrics are mutually agreed upon between Allied Media and all its clients beforehand. Post-campaign audits are tracked to confirm adherence to the agreed benchmarks and metrics, thereby ensuring true transparency in the media buying process. Key Relations Developed Some of Allied Medias esteemed clientele includes brands like Future Group, BSNL, Canon, Panasonic, DLF and Sahara, to name a few. 10

Introduction to Media planning

The process of media planning consists of the series of decisions made to answer the question, what are the best means of delivering advertisements to prospective purchasers of my brand or service? This definition is rather general, but it provides a broad picture of what media planning is all about. Within this broad context, a media planner attempts to answer specific questions, such as the following:

How many prospects (for purchasing a given brand of product) do I need to reach?

In which medium (or media) should I place ads? How many times a month should prospects see each ad? In which months should ads appear? Where should the ads appear? In which markets and regions? How much money should be spent in each medium?

When all questions have been asked and decisions made, the recommendations and rationales are organized into a written document called a media plan.

Major Mediums Traditional Media -Press -Radio -Television -Hoardings Contemporary Media (New Media) -Internet Banners -YouTube Ads

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Keys to successful Media planning

A media plan is the blueprint for how the advertising message will be delivered to the target audiences. It is also a persuasive document that communicates the rationale behind a recommendation to spend significant amount of money. The process of media planning is consists of several steps.

Corporate brand communication process

Develop Communication Strategy

Brand Team Creative Media

Develop Actual Communication

Ensure that the communication Reaches the consumer

Media planning Process

MEDIA BRIEF MEDIA PLAN MEDIA BUYING IMPLEMENTATION POST ANALYSIS 12

Media Brief Purpose: To provide agency with all the information necessary to translate marketing goals into effective media plans. A good media brief must contain Key Brand Considerations Key Advertising Considerations Geographical Priorities Budget Priorities Key Learning from Past activity Key Planned Activity Competitive Environment Creative Considerations Timelines

Media Plan & Strategy Purpose: To present the agencys recommendation on how best to invest Clients media investment to accomplish the task and objectives identified in the media brief. Covers Media Objective & Strategy Target Audience Definition Seasonality / scheduling Geographical Considerations Competitive Analysis & Implications Client Brand Considerations Media Selection Determining Media Weights Creative Considerations Activity Flow Chart

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Medium Buying & Implementation Purpose: To negotiate, purchase and implement the approved plan ensuring that it meets its goals The process must ensure that the agency has wherever possible Post analysis Purpose: To ensure that the goals have been achieved . Quantifies the media performance & serves as a base for an ongoing process of evaluation and learning Must cross check Did the campaign achieve media objectives? If not, why? Does the amount spent match with the approved budget? What are the key learning that can be taken on to the next planning phase? Was there any competitive reaction? How did the plan perform better than that of competition? Did the plan challenge standard media practices? Best Media Rates Best Positioning Renewal Options Bonus Units Product Placement Sponsorships Category Exclusivity Cancellation Options

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Role of various Media

TV Strengths Audiovisual Impact Mass audience at efficient cost Mass and Niche Options Quick reach buildup Immediate Audience Feedback Flexible ( National Vs. Regional and by departs )

Limitations High absolute costs High costs of production Mass Market Skew Clutter and Zapping Audience fragmentation

Newspapers Strengths Sense of Immediacy Lends Credibility Local emphasis/ Geographical flexibility Mass reach Merchandise to local trade, co-op opportunities, local retail support Can convey long or detailed copy Special interest targeting through specialized sections

Limitations Uni Dimensional Expensive and inefficient for national plans Unreliable Colour reproduction quality but improving with new technology Smaller shelf life High Costs 15

Magazines Strengths Mass and Niche options exist Good cost efficiencies, especially for females and upscale audiences Specialized content on the rise Good color reproduction Longer shelf life Excellent for conveying long or detailed copy Portable

Limitations Radio Strengths Low cost frequency Reaching specific audiences Support medium imagery transfer Localised Reaches consumers on the move Jingles and other sound effects engage the listener Shorter Lead Time Allows quick copy changes Low production cost Flexible scheduling Mass (AIR) and select (FM) options available 16 Single Dimensional Clutter Level (Up to 50%) Early closing dates/ Longer lead periods Lack of Immediacy Slow reach build up Limited geographical flexibility Inability to control exposure by time of the day or day of the week High premium for regional/metropolitan editions wherever they exist

Limitations Uni Dimensional Low reach Clutter : As many as 19 commercial minutes per hour Limited syndicated Research on listenership

Cinema Strengths Low cost frequency Support medium Localized Opportunity for specialized event, promotions, events, stalls

Limitations Outdoor Strengths Coverage of mobile population Size Impact Geographic flexibility Simple message 24 hour exposure Point of purchase presence feasibility Low reach Slow reach build up No syndicated Research

Limitations Static Medium High cost Largely unorganized Limited exposure time (especially for drivers) Many elements compete for attention Demographic selectivity is difficult Restricted availability with tightening of zonal laws 17

Target Audience

It is the audience group that is identified as the key consumer group for the brand. All marketing/advertising activity is concentrated on reaching and appealing to this group

Should Ideally be defined in terms that makes it measurable

Traditionally defined in terms of demographics ( gender/age/SEC )

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Media Terms
Medium Television Reach / Coverage Defined as the percentage of target audience who saw the program/commercial at least once during the evaluation period. Reach is always unduplicated TRP ( Television Rating Point) o Defined as the sum of all individual ratings achieved during a campaign. Usually measured over a weekly or monthly level and also, defined as a product of Reach and OTS GRP ( Gross Rating Point ) Defined as the percentage of target audience who saw a particular program/ commercial Average Frequency / OTS Defined as the number of times, on an average, the audience reached , gets an opportunity to see the commercial during the campaign period Effective Reach It is the reach delivered at a given frequency level

Frequency Distribution It is the distribution highlighting reach delivered at each frequency level in a campaign

CPRP ( Cost Per Rating Point) Defined as the cost of buying one rating point in the audience CPRP = Total Cost / Total GRP Used for comparing/evaluating cost efficiency of program/program mixes, CPRP will differ from channel to channel and from audience to audience

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Medium Print Periodicity The time period between two consecutive issues of a publication

Reach / Coverage Defined as the percentage of target audience who saw the advertisement at least once, Reach is always unduplicated

Circulation It is defined as the number of copies of a publication distributed based on average number of issues

Readership AIR ( Average Issue Readership) is defined as the percentage of people in the target audience who have read or looked at any issue of publication within a specific time interval which is equal to the periodicity of the publication

Average OTS Defined as the number of times, on an average, the audience reached , gets an opportunity to see/read the publications selected in the campaign

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MEDIA TERMINOLOGY FOR COMPETITIVE ANALYSIS

Share of Expenditure : SOE A brands share of the total advertising expenditure for the product category

Share of Voice : SOV A brands share of the total advertising GRP for the product category

Sources of information Sources of Media can be broadly divided into the following categories Audience Media Interaction Estimates Media Spend Estimates

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MEASUREMENT
TV VIEWERSHIP MEASUREMENT

TAM ( TV Audience Measurement ) / Media X Press A joint venture between AC Nielson and IMClient Covers 4+ years individuals A viewership analysis package that provides information such as TVRs at a program/ spot or daypart level Channel Shares Time Spent GRPs and reach for activity that has happened

Also facilitates creation and evaluation of TV plans Uses two streams of data TV Viewership Data from People Meter Measurement Service TV Program and Advertising schedules from TV Monitoring services

Areas covered by TAM are Andhra Pradesh Gujrat Karnataka Kerala Maharashtra Madhya Pradesh Punjab/Har/MP Tamil Nadu Uttar Pradesh West Bengal - Mumbai - Delhi - Chennai - Kolkatta - Bangalore - Hyderabad

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PRESS CIRCULATION MEASUREMENT

ABC ( Audit Bureau of Circulations) ABC is a non- profit, self-regulatory organization of advertisers, agencies and newspaper and magazine publishers and members and reports the data to advertisers and agency members Six Monthly Report Separate volumes for dailies and magazines Provides circulations by editions Provides detailed circulation break up at the state, town and district level for every publication

PRESS READERSHIP MEASUREMENT

IRS ( Indian Readership Survey) 12+ years Cliental , Rural, All India Individual & HH level data Provides Information on - Reach of various media - Readership by Publication - Channels Tuned in/watched - Radio stations listened to - Viewership of Cinema - Usage of Internet - Time spent on various media - Duplication across media - Product penetration - Press Planning & Evaluation for the selected TG definition Data available at a six month period

NRS (National Readership survey) 15+ years Cliental , Rural, All India Individual & HH level data Provides Information on Reach of various media Readership by Publication Channels Tuned in/watched Radio stations listened to Viewership of Cinema Usage of Internet Time spent on various media Duplication across media Product penetration Press Planning & Evaluation for the selected TG definition Data available at a six month period

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HOW IS READERSHIP CALCULATED? Respondent is shown the publication Masthead He/She is asked about the number of issues read by him/her in a certain period : 1 year for quarterlies 6 months for monthlies 3 months for fortnightlies 1 month for weeklies 1 month for bi-weklies 7 days for dailies 6 days for 6 day dailies

If the number > 0 the respondent is asked if the occasion fell within the periodicity of the publication If yes - then AIR ( Average Issue Readership) If no; then included in claimed readership

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Work Experiences
When I first arrived, it was unclear to me exactly what my duties were to be. This was because my terms of reference didnt indicate exactly what I was to work on. Through my senior supervisor Mr.Chakrapani, and other colleagues within ALLIED MEDIA, I was able to quickly understand what my work involved and to what extend I was to do it. The following were some of the motivations that made my work easier and enjoyable: Working as team with the rest of ALLIED MEDIA contributors was something that I truly treasured then since it was through them that I found it more enjoyable. Working on projects that I believed would eventually provide a clear understanding on the daily operation of ALLIED MEDIA. This gave me the morale to work even harder in order to meet deadlines. Being given a chance to learn about the planning for media. Working in ALLIED MEDIA was good experience for me

The Impact of My Work Most of the task that I did work on focused more on Planning of media for Allied Medias client Toyota. My work is to help the planners in order to their needs, where I learned lot of planning process of a campaign. From the buying side of the Allied Media i have involved in the process of analyzing the deals from the channels. I learned a lot of planning and buying tactics which helps a lot for success of the planning and also I gained a lot of contacts too.

LEARNING FROM INTERNSHIP While the work I performed during this period was particularly analytical and equally based on perfect decision making, I feel that this internship period exposed me to experiences which have significantly altered my perception of planning of media.

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My Expectations My expectation was exceeded. I have not only gained the knowledge from the ALLIED MEDIA but also benefited from vast experience and knowledge of the planning and buying of media. I have worked with Allied Media for nearly 50 days and worked for a major campaign of Toyota. Here I learned a lot all the entire planning process of the media which involves like analysis of data such as TRP and readership of the particular media. I gained lot of experience in all the planning side of the media. Benefits of the Program In retrospective, I can say that I benefited from the internship program than I thought I would in a number of ways:

Having a rare opportunity to use the knowledge and skills that I had acquired back at the college to provide in planning of media.

Career-wise, the internship program undoubtedly enriched my curriculum vitae (CV). Also, having gotten a chance to interact with most staff and to understand their knowledge, I have had an insight on how to shape my career towards a humanitarian job in the near future.

The internship program gave me a chance not only to work with Allied Media but also a chance to learn from the best experienced and creative people in the field. This would reflect much onto my experience

To conclude, I can state that my internship at the Allied Media was a rewarding experience and provided me with some new perspectives that I did not come across during my studies back at the college. I also have to stress that my colleagues at the Allied Media contributed greatly to making my stay there a very enjoyable one. Particularly, working together with Mr. Chakrapani &Mr. Bhaskar was a true pleasure and his faith in my abilities was a real source of motivation to date.

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OBSERVATION AND CONCLUSION

Observations During the fifty days, I realized that it takes many steps to achieve success in a planning. This was ascertained by a number of observations:

As a internee I observed all the planning process of the Media agency and how much of data content is required and how people are working in a team to get the good output with their entire effort to make the campaigns success and to help the client with the preferred output.

In the planning process I have observed all the data analysis work and to get information from the data and also buying process of the media and to run the campaign is also very difficult and it includes lot of ground work and perfect planning will be maintained according to the time. I think in planning the decision making based on numbers and also TG is more important to make the success of the planning.

Interns are given the much needed supervisory support that goes beyond work related issues. This is so given the fact that a supervisor would once in a while spend at least part of his/her private time total with an intern over issues that touches on personal life. This was very encouraging.

Conclusion
In conclusion, I have to attest my supervisor (Mr.Chakrapani, Business Director) at ALLIED MEDIA for the good job. I really appreciate the way I have been guided through this internship program with Planning & Buying and Operations, beginning from the opportunity to take the time I needed to refresh and expand my knowledge in several issues concerning planning of media and Operations department, over a somehow protected period where I could discover and learn to value my new working environment, and finally earned the confidence to deal with assignments myself. It is through them that I did enjoy my work every day.

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BIBILOGRAPHY Websites http://www.perceptindia.in http://www.campaignindia.in http://www.rohitbhargava.com http://blogwyse.com www.wikipedia.com Books Advertising Media Planning, Seventh Edition -Roger Baron, Jack Sissors Marketing Management -Philip Kotler

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