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ASSIGNMENT MEMORANDUM SUBJECT
: MEDIA STRATEGY (MS)
ASSIGNMENT
: 1st SEMESTER 2009
QUESTION 1
[15]
“Media planning is an art as well as a science”: this is a very true statement. Students are required to discuss this statement and to give examples of both media planning as an art and as a science. It is science – there are many sources that provide the detail and research to assist media planners in decision-making, such as AMPS for profiles, readership, buying patterns, etc.; TAMS for TV research; RAMS for radio research; and ADex for media expenditure, etc. This refers to the ‘science’ part of the question. As examples the student can use readership, listenership, and viewership patterns to assist in determining which medium/media to use. The ‘art’ part of the statement refers to ‘going beyond figures’. This is really what makes the media decision interesting and challenging. It is when you have to go against what the ‘numbers’ are telling you and apply experience and, in many cases, common sense. QUESTION 2
[5]
Students are expected to discuss the importance of target markets. It is a fact that marketers try to identify their target markets as accurately as possible. The objective is to reach the selected market with minimal wastage. QUESTION 3
[20]
The SAARF LSM scale is divided up into ten groups. Those of least status form the group referred to as SAARF LSM 1, and those of highest status form SAARF LSM 10. These SAARF LSMs are based entirely on household variables so that all members of a household belong to the same SAARF group. The list of variables has been expanded to 29, to give finer definition to the scale. What makes them different:
The SAARF LSM are based on 29 variables instead of the 20 of previous classifications,
Marking Memorandum 1st Semester 2009
© IMM Graduate School of Marketing Media Strategy (MS)
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All variables in the LSMs are household-based and therefore can be consistently used across all SAARF surveys, including the TAMS household panel. Members of the same household will be attributed to the same LSM group, Previous versions included variables that were not suitable for minors.
For target marketing:
LSMs are really a point of entry in the targeting process. They require unpacking to truly understand consumer insights and purchasing behaviour trends, Do not use them in isolation from other tools such as lifestages, product consumption data, home language, gender, and age. These remain critical dimensions. Understand and interrogate them regularly. LSMs are updated each year, and their make-up, access to facilities such as electricity, and so on change with each survey as well. Understand the cultural diversities within the LSM groups. People are only grouped together in terms of the “things” they have, but their outlook on life and the language they speak are completely different. Do not assume one message in one language will reach all members of an LSM group. Try and understand your target consumer’s buying power and disposable income. Look at other sources to establish this. Commission one’s own research to understand consumer’s attitudes, etc.
QUESTION 4 4.1
[10]
Radio Audience Measurement Survey (RAMS) The SAARF RAMS® diaries are designed to provide this information. The RAMS diaries are placed at the end of the AMPS® CAPI interview. Respondents enter details of their radio listening behaviour into the diary which is kept for a period of seven consecutive days.
QUESTION 5
[20]
Cost Per Thousand Comparison R8000+ Adults Universe in ‘000: 9 237 000 LSM 7-10 39X7 FC Mail & Guardian
R8000+ R8000+ readers readers in in '000 % reach
Cost per '000
R 40,540.50
320
3.5
Sunday World
IV
619
6.7
R 56.01
Beeld-Naweek
R 36,928.71
I
3.1
R 129.57
R 125,034.00
1,246
13.5
II
R 34,944.00
942
VI
R 37.10
III
238
2.6
R 163.62
R 42,456.96
V
3.7
R 125.61
Rapport Sunday Sun Weekend Argus: Saturday Edition Saturday Star
Marking Memorandum 1st Semester 2009
R 126.69
© IMM Graduate School of Marketing Media Strategy (MS)
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5.1
Complete the table above by supplying the missing figures (I - VI). I 286 000 II R100.35 III R38 941.56 IV R34 670.19 V 342 000 VI 2.6%
5.2 5.3 5.4 5.5
Weekend Argus Rapport It is 29% cheaper Weekend Argus.
QUESTION 6
[20]
Complete the table below by supplying the missing figures (I - X). Target LSM 7-10 Adults Universe: 9.1 million TV Universe Sample: 1,878 Start time
Channel Description
Typolgy
AR 4.5
Cost per Spot Cost Point
1
19:00:02 M-Net
CARTE BLANCHE
Magazine
2
20:09:47 M-Net
FANTASTIC FOUR:RISE OF THE SILVER SURFER
Movies
3
17:59:55 SABC 2
NUUS
News
14.2
VI
R 53,000
4
19:00:02 SABC 3
NEWS
News
6.9
R 7,657
III
5
19:59:56 e-TV
BLADE TRINITY
Movies
13.0
IV
R 53,000
6
19:30:28 e-TV
ARRESTED DEVELOPMENT
Sitcom
10.0
R 5,224
X
7
19:30:00 SABC 1
ZULU NEWS
News
V
R 7,601
R 48,000
8
18:29:48 SABC 2
FOKUS
Actuality
13.4
R 3,278
VII
9
19:00:02 e-TV
NEWS
News
6.6
VIII
R 44,000
STOKVEL
Sitcom
IX
R 3,665
R 40,000
10 19:01:02 SABC 2
6.1
II
R 70,000
I
R 13,780 R 70,000
Complete the table above I R15, 555.55 II 5.1AR III R52, 833.30 IV R4076.92 V 6.3AR VI R3,732.39 VII R43, 269.60 VIII R6,666.00 IX 10.9AR X R52, 240.00
PRESENTATION
Marking Memorandum 1st Semester 2009
[10] © IMM Graduate School of Marketing Media Strategy (MS)