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    Kohinoor Part 3 Version AJ

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    The document proposes a media plan for advertising Standard Chartered's personal banking services. It recommends television, print, and radio as the main media channels. For television, it suggests advertising during popular primetime shows on Hindi channels like Star Plus and Colors. For print, it selects Times of India newspaper. And for radio, it proposes creating a 30-second story ad to run for 30 days. The total estimated cost of the media plan is Rs. 5,01,93,000. Results will be tested by measuring enquiries generated and conducting pre-and post-campaign brand recall studies.

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    Kohinoor Part 3 Version AJ

    Uploaded by

    Akshit_Talwar_8981
    44 views5 pages
    The document proposes a media plan for advertising Standard Chartered's personal banking services. It recommends television, print, and radio as the main media channels. For television, it suggests advertising during popular primetime shows on Hindi channels like Star Plus and Colors. For print, it selects Times of India newspaper. And for radio, it proposes creating a 30-second story ad to run for 30 days. The total estimated cost of the media plan is Rs. 5,01,93,000. Results will be tested by measuring enquiries generated and conducting pre-and post-campaign brand recall studies.

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    The document proposes a media plan for advertising Standard Chartered's personal banking services. It recommends television, print, and radio as the main media channels. For television, it suggests advertising during popular primetime shows on Hindi channels like Star Plus and Colors. For print, it selects Times of India newspaper. And for radio, it proposes creating a 30-second story ad to run for 30 days. The total estimated cost of the media plan is Rs. 5,01,93,000. Results will be tested by measuring enquiries generated and conducting pre-and post-campaign brand recall studies.

    Copyright:

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    44 views5 pages

    Kohinoor Part 3 Version AJ

    Uploaded by

    Akshit_Talwar_8981
    The document proposes a media plan for advertising Standard Chartered's personal banking services. It recommends television, print, and radio as the main media channels. For television, it suggests advertising during popular primetime shows on Hindi channels like Star Plus and Colors. For print, it selects Times of India newspaper. And for radio, it proposes creating a 30-second story ad to run for 30 days. The total estimated cost of the media plan is Rs. 5,01,93,000. Results will be tested by measuring enquiries generated and conducting pre-and post-campaign brand recall studies.

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    of 5

    Advertisement Brief for

    Standard Chartered – Personal Banking


    Submission-3
    Project work for the subject Advertising Management (Term VI)

    Under Prof. Mukul Gupta

    Submitted By:

    Group B2

    Gaurav Anand 09P138


    Puneet Malhotra 09P159
    Raghav Nanda 09P160

    PGPM 2009-2011

    1|P a ge
    Alternative types of media channel to be used

    Media Research

    The Indian Readership Survey (IRS) conducted a survey based on shows in urban India. It mentions

    that the media vehicle who has the top two highest reach are TV and Print. Also, the concentration

    in higher end segment, with affluent audience, is likely to be higher. The radio segment is also

    another plausible option because of the reach it has on masses and will help in generating curiosity.

    This justifies choice of Television and Print as the main media vehicle and radio as the secondary

    media vehicle.

    Television

    Television, a huge source of entertainment for everyone, serves the purpose of reaching to mass

    market in best way. Our proposed Advertisement is a combination of its characteristics is being used

    like information, differentiation, positioning, connect. The advertising Theme – Based on

    Demonstration and Testimony Television, a huge source of entertainment for everyone, serves the

    purpose of reaching to mass market in best way. Moreover ours being a family product will be more

    appropriate to promote it mainly during the primetime. The prime time shows will be targeted given

    the chance of attracting the entire family together along with the working couples. The noon soaps

    are targeted at the non-working housewives and the elders who do not form the crux of our target

    market but can act as influencers. Hence the culinary show promotion will be beneficial in that

    regard.

    In terms of Television programs, Kasauti zindagi ki and Uttran, enjoys the maximum reach in case

    of cable and satellite homes in the primetime slot around 300000 each. Also, it is highly ranked in

    2|P a ge
    case of scripted shows, which are not social drama. Comedies on Star Plus generally attract the

    entire family. Social dramas on Hindi GECs like Star Plus, Zee TV, Colors etc. attract higher

    audience. Also, the 10 second spot ad rates at prime time are considerably cheaper at Rs. 50000.

    Moreover we have decided to target some of the evening culinary shows despite their comparatively

    smaller reach as they have the proper target audience for our product. The Foodie, the cookery

    show has the reach of 60000 and we have decided to select it.

    Media Mix

    TV

    Show No. of No. of Ads Rate Total

    Episodes/Matches

    Kasauti zindagi 166 2 50,000 1,66,00,000

    ki

    The Foodie 104 2 10,000 20,80,000

    Uttran 166 2 50,000 1,66,00,000

    Total 3,52,80,000

    Print

    The advantages of print media advertising are:

     Specific target audience

     Loyal readerships

     Specific ad positioning

     Ability to carry maximum information

    3|P a ge
    As per a finding, newspapers enjoy a major share in the print media, accounting for almost 97

    percent of the total ad space. This eliminates our option for using magazines as a medium. One of

    the obvious reasons for RTE food marketers to advertise in newspapers is also that it caters our

    target segment, which is upper middle class, who prefer reading English newspapers.

    We plan to use newspaper having the widest circulation, read by our target segment. For this

    purpose we selected “Times of India” which has a readership of 70.35 lakhs (highest in India) as per

    the Indian Readership Survey, 2010, Qtr 1.

    Cost of advertising in the front page of Times of India per their site is Rs. 3355 per sq.cm for color

    ads. We decided on the area of the ad to be 15*10 sq. cm amounting to 150 sq. cm.

    For a size of 150 this turns out to be = 3355 * 150 = Rs 5,03,250

    These advertisements will be fortnightly i.e. is appearing once every fortnight. Thus in a year there

    will be 24 instances. The total cost turns out to be

    = 5,03,250*24 = Rs. 1,20,78,000

    Radio

    The benefits of radio advertising are:

    - Targeting to a specific audience

    - Radio ads can be produced very easily

    We wish to use this medium of advertising in the month of December, in the run up before launch.

    This would help boost the sales due to the festive season. In order to do that, we will create a 30

    second story, keeping the product in the forefront, in order to engage listeners.

    4|P a ge
    The rates for a 10 second slot, in the super-prime time category is Rs 3000-4000 per 10 seconds. So

    the total cost of the ad = Rs 3500 * 3 = Rs 10,500

    In order to reach approximately 90% of the target audience, the ads must be played atleast 8-10

    times in a day. So the total cost per day = Rs 10,500 * 9 = Rs 94,500

    Number of days, the ad will run = 30. So total cost = Rs 28,35,000

    Therefore, the total cost of advertising comes to be

    Television 3,52,80,000

    Print 1,20,78,000

    Radio 28,35,000

    Total 5,01,93,000

    Testing of the Results

    To test the results, we would like to see the enquiries generated by the impact of the advertisements.

    The data can be measured with respect to the data of previous year. To check for the brand recall, a

    market research study can be conducted on the target sample. This has to be conducted twice, both

    before airing of the advertisements and after that.

    5|P a ge

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