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Organization of the Media
Function
Media planners- responsible for the overallstrategy of the media component of the advertisingstrategy.
The role of the media planner- to supervise allareas of the advertising campaign as it relates tothe media functions.
Contemporary media planners have added the roleof marketing specialities too. Media environment changing rapidly, so media
planners must anticipate future trends in
communications.
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Media Buying department executes the
overall media plan. Media buyers select and negotiate specific
media placements.
They are responsible for monitoring post- placement executions.
Depending on the size of the unit,there may
be separate groups for Print & Broadcast.
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The New Media Function An assessment of the future of media planning & buying
includes the following important aspects: Convergence,Interactivity, Creativity & Optimizers.
Convergence: is one of the primary trends. It is the
blending of distribution, content and/or hardware from anumber of media companies to create a new or significantly expanded communication system.
Example: cable company offering internet connections,home TV becomes a computer link etc.
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Interactivity: The future of advertising to agreat extent will be controlled by the
audience.The advent of technology will permitconsumers to deal directly with marketersfor their entertainment, purchases and other
services.This system will allow buyers & sellers todeal on a one-to-one basis with
communication & production which willmeet specific households & individuals.
Sony anticipates to use the Web & broadband to sell directly to consumers.
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Creativity: Interactivity will have effect on the
creative process.
This is an era of ‘permission marketing’ and thusthe need for attention getting creative techniques
& interest building advt. Formats will be greatly
diminished.
Optimisers: In the 1990s, the concept of optimization was applied to television spot
buys.Media planners made use of optimising
computer programs to budget advt funds to those
commercial spots that would deliver the greatest
number of prospects at the lowest cost per viewer.
Cost considerations- integral to optimising models
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Importance of Media Planning
Proper media planning enables the selection of the
right media
It helps allocate advertising funds to the right products in the right media
It indicates the period or season in which the
advertiser needs to concentrate on advertising
efforts
It helps in achieving the objective of advertising
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(Continuation)
It minimizes wastage of advertising funds
A media plan helps the advertiser agency to
obtain approval from the client
Proper media planning will help the
advertiser to reach the right target audience
It helps to finalise the frequency of
advertisements.
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Media Unbundling &
Independent Media Buying Firms In a media environment characterized by
convergence & creativity, one of the new
approaches to media function isUnbundling.
Unbundling refers to the establishment of
agency media departments as IndependentUnit besides the traditional role as
departments in the full service agencies.
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(Continuation)
The idea of breaking out media function as a
separate business is a major trend since the last
decade. Some independent media firms- have control of
the overall media function including both
negotiation & buying
Some firms execute only the media planning & the
buying is left to the agency/client
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(Continuation)
Very essential to have good co-operation
and communication between media &
creative departments yet they can operatewell independently.
Though some media directors opine
differently & state that media planning is astrategic function & an integral part of the
communication process.
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Media Strategy
Media planners –have made use of the building
block strategy to develop a media schedule
Its important to keep in mind the factor of cost &cost efficiency in media planning. Therefore, they
start with the medium that reaches the most
prospects & works down to those that reach the
smallest portion of the audience .First or second“blocks” were quite easy to understand (in the
past).
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(Continuation)
Most advertisers used television or magazines as adominant medium.
Other media vehicles were considered by media planners to reach smaller audience segments. Media options available to supplement an
advertiser primary vehicles have grown.
The introduction of Internet, video catalogueshave brought major changes to the job of themedia planner.
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(Continuation)
Important to go beyond costs in developing
plans.
While dealing with specialized media,importance to consider factors such as
additional weight against prime prospects,
ability to deliver a common message in aunique manner.
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(Continuation)
Importance for media planners to examine the
communication interactions between the audience
& the individual media Media placement was viewed as a channel for
creative messages; but this idea is fast changing in
some fundamental wages.
Core value of the media: Media planners &
creative departments work together to understand
the quantitative core values of each medium.
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(Continuation)
These core values-interact with advertising
messages to enhance or diminish the
advertising. For example: Magazines provide
information.
T.V. scores better as an emotional medium. Direct mail-is about presentation.
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(Continuation)
If the ‘brand message’ is conflicting to
these values-the advertising won’t be
credible..it simply won’t connect to anaudience, however thoughtful &
introspective seeming a brand maybe-it
might be difficult to sell on a billboard evento the audiences-to be registered by drivers-
going at 60 miles an hour.
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(Continuation)
It is important for the experienced media
buyer to be able to look beyond personal
media preferences & determine the mediavehicles that will BEST reach prospects.
Media planners must step away from their
personal biases & put themselves in the place of a client’s prime prospects.
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Fading distinctions among Media
Technology is changing the fundamentalrelationships among media,audiences &
advertisers & it is creating an environmentwhere distinctions among media are fading. For example: The delivery of a newspaper
content over a computer-is it still a printmedium?
Text messages available through television-still broadcast signals?
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(Continuation)
In this new environment media planners must be
creative in the utilisation of media vehicles.
They should look less at the distribution system &more at the audiences & communication
effectiveness.
Its important to realise the traditional
organizations of agency media departments in
order to comply with the changing media
technology.
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Media Accountability
Changes in media buying and schedulingare putting pressure on media planners to
become more knowledgeable in the areas
that were not part of their responsibilityonly a few years ago.
In the near future,job functions such as
media planners & media buyers-maybereplaced by more inclusive terms such as
marketing specialist.
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(Continuation)
The new approach to media planning isdemanding greater acceptability for advertisingmedia planners.
A number of research tools are being developed
to allow planners to view the media buying inunique & creative ways.
(In the US The Media Edge (TME)-developedsoftware known as TME Television Tree (T3)
The entire network TV schedule is divided into program clusters that are most likely to reach particular target audiences)
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(Continuation)
The idea of T3 is to treat program-program cluster as brands.
Research has shown that networks also have
distinctive brand identities that appeal to
demographic & buyer categories.
For Example: The Discovery channel,Weather
channel,National Geographic-top brands- viewership
is limited (viewing audience).It foretells well for thenetworks since audience fragmentation drive
viewers to niche vehicles.
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Network Branding
Another factor –just as in the case of products.Affinity of audience for certainnetworks.
Survey conducted researcherson(respondents) which media preferred,typesof people they wanted to associate.
By correlating the 2 scores,media planners
able to understand which media have thehighest affinity & those programs & networkswith whom advertisers & consumers wouldwant to have their products associated.
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Chapter 2
Media Planning- Overview
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Media Planning
A general Overview
What is Marketing? It is a task of creating and /or fulfilling a customer need
for a profit. It is defined as
“The management process responsible for identifying,anticipating and satisfying customer requirements profitably”
It involves mainly sever activities Identifying the needs of existing and potential
customers/consumers.
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(Continuation)
Providing a product that satisfies those requirements Developing the best possible product strategy
Making the product available across the length and
the breadth of the market place
Informing customers of its availability and
persuading them to buy it(which is where
advertising plays an important role)
Determining the price at which the product should be sold
Ensuring after sales service of the right quality
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(Continuation)
Elements of the marketing mix:(the 4P’s of marketing) Product-The object/service which aims to satisfy
consumer/customer needs
Place-The outlet where the product/service isavailable
Promotion-All the activity that is undertaken to sell
the product-including advertising and schemes
Pricing- The cost of the product/service to the buyer
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The Role of Advertising
The role of advertising really begins with themarketing objective.
Marketers set an objective,and use advertising as
one of the tools to achieve that objective.
MARKETING OBJECTIVE
The marketing objective for a brand is almost
always related to sales.Usually it is defined as
follows To increase sales(in terms of value or volume)
To increase /consolidate market share.
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(Continuation) Introduce a new product or service
Increase market share by Increasing width of consumption(demographic and /or
geographic) Increase depth of consumption Consolidate position in the market Fend off competitive threats It is imperative for the marketer to identify the source
of growth(of sales).In other words,is the growth likelyto come From new consumers/costumers(demographic)or new
markets(geographic),which is called width of
consumption.
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(Continuation)
By getting existing consumers /costumers to
use more of the brand (which is called depth
of consumption)What is Advertising?
Advertising is any paid for communication
,overtly intended to inform and /or influenceone or more persons.
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(Continuation)
Advertising ObjectivesThe task of advertising is to get consumers to
react
Confirm a favorable opinion/image Accept the significance of a product attribute
Change a long held belief
Become aware of a previously overlooked benefit
Elicit a direct response (couponing)
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The process is really one of movement –moving
consumers from point A to point B
Point A Point B
What our prospects think What we want
today ? them to think in
one,two or three
years from now?
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Elements of the Advertising Strategy
Target Consumer DescriptionWho
Creative Strategy What & How
Media Strategy When,Where,
To how many,
How often
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Chapter3
Introduction to Media Planning & its
components
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Introduction to Media Planning
The success of advertising depends upon theextent to which it persuades the audience toreact. Advertising persuasiveness is a functionof
Exposure to the advertising message Retention of the message To create advertising that sells, an optimum use
of media is absolutely essential. Hence media planning has become integral to
advertising.
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(Continuation)
The function of media planning assumes greater importance when
Budget is limited Number of available options are large
Definition
Media planning is the process of designing a course of action, that shows how advertising time and spacecan be used, to contribute to the achievement of marketing objectives.It translates into finding themost cost-effective method of utilising a given
budget,to reach a desired number of people ,with acertain frequency,within a given period of time.
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A Typical Media Plan Marketing Analysis
A) Fundamental Market Strategy:
1. Sales, share of market, profitability goals.
2. Prime prospects identified by:
a) Demographic characteristicsb) Psychographics’ characteristics
c) Geographic location
d) Level of product usage
B) Product benefits & differentiating characteristics:C) Pricing strategy
D) Competitive environment:
1. Number & competitive market share of product
t fi
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category firms
2. Regulatory & economic situation facing
product category Advertising Analysis
A) Fundamental Advertising Strategy:
1. Product awareness goals
2. Target audience/s advertising weight
B) Budget:
1. Allocation to marketing communication
mix2. Allocation by media category
3. Allocation by media vehicle
M di St t
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Media Strategy
A) Match media vehicles with preferences of
target audiencesB) Creative & Communication considerations:
1. Need for product demonstration
2. Need for complex message3. Day part and/or seasonal requirements
4. Media compatibility with message themes &
competitive considerations Media Scheduling
A) Print insertion dates & production
requirements
B) B d t ll ti & il biliti
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B) Broadcast allocations & availabilities
C) Budget allocation- each medium & medium
vehicleD) CPM estimates(by total audience, prime
prospects)
Justification & SummaryA) Statement of ad goals in terms of measurable
results
B) Research plan to measure achievement of adgoals
C) Contingencies for media scheduling
adjustments
N d f t C t
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Need for greater Cost
Efficiencies Major expenditure for most advertisers is the cost of media. Media planners need to examine factors like circulation &
costs to ensure best media buys.
Media planners are looking at cost efficiencies.
Requires that media plans maximize delivery of
prospects as opposed to people or households.
Media planners tended till recently, to concentrate on overall
audience delivery by various media i.e.reaching the greatestaudience at the lowest cost- ensures that the media schedule
would reach a fair share of prospects.
This strateg orked in a da of mass circ lation
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This strategy worked in a day of mass circulationmagazines & network television domination of theairwaves.
The most common measure of cost efficiency was theCost per Thousand (CPM).
The CPM is a means of comparing media costs amongvehicles with different circulations. The formula is
CPM= cost of ad X 1000circulation
e.g. Assume that Femina has a circulation of 8 lakh
& the ad rate for a 4 color page is Rs.1 lakh, its
CPM is calculated: 1,000,00 X 1000
8,000,00
i.e. Rs.125 is the cost per thousand
T d ’ ld i f f d di
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Today’s world consists of fragmented media
with much smaller, but homogeneous audiences.
Advertisers are paying more for each personreached these days.
The continuing splintering of the audience will
lead to great opportunities for target marketing. Media planners today look at reaching the
advertising messages to consumers who are
more engaged and receptive.
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Media Planning Media Planning – Definition one
The process of deciding how to mosteffectively get your marketingcommunications seen by your targetaudience.
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Media Planning
Media planning: Definition Two
A process for determining the most cost-effective mix of media for achieving a set of
media objectives
• Goal: maximize impact while minimizingcost
• Media is often the largest MC budget item
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Definition Three: Media Planning
The design of a strategy that shows howinvestments in advertising time and space will
contribute to achievement of marketing
objectives
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Functions of Media Planning
Goal: Delivering ad to target audienceDecisions:
– Which audience?
– Where?
– When? – How long?
Media planners perform four basic
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1. Conduct media research
2. Determine media objectives and
strategies
3. Determine the media mix
4. Do the actual media buy
Media planners perform four basic
functions
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Media Planning
Driven by strategic goals of campaign Nature of the product leads to:
– Target market, ad content, media choices
Nature of target market leads to: – Ad content, media choices
Nature of ad content leads to:
– Media choices Media choices:
– Type of medium and media vehicles
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Media Plan components
media plan
Campaign objectives
BudgetTiming
Geographic focusCompetitive context
Target audience
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Media Planning Process
Media planning involves the co-ordination of three levels of
strategy formulations:
Marketing strategy
Advertising Strategy Media Strategy
What Are The Media Planning Steps?
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Planning
Steps
Planning
Steps
Market analysisMarket analysis
What Are The Media Planning Steps?
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Activities involved in developing the Market analysis
The situation analysis:
The purpose: To Understand the Marketingproblem.
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An analysis is made of a company and
its competitors on the basis of:
1. Size & share of the total Market.
2. Sales history, costs, and profits.
3. Distribution practices. 4. Methods of selling
5. Identification of prospects.
6. Nature of the product
The marketing strategy plan
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The marketing strategy plan
Purpose: To plan activities that will solve one or more of the marketing problems, includes the
determination of:
1. Marketing objectives
2. Product and spending strategy.
3. Distribution strategy.
4. Which elements of the marketing mix are to be used.
5. Identification of “ best” market segments.
The creative strategy plan
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The creative strategy plan
Purpose: To determine what to communicatethrough advertisements. Includes the determination
of:
1. How product can meet consumer needs.
2. How product will be positioned in
advertisements. 3. Copy themes.
4. Specific objectives of each advertisement.
5. Number and sizes of advertisements.
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Determining media objectives
Purpose: To translate marketing objectives
and strategies into goals that media canaccomplish.
S tti di bj ti i h d
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Setting media objective is the second step
in media planning. Media objectives are in
harmony with the advertising and themarketing plans.
Thus while launching a new product or repositioning an existing product, there are specific
objectives which will guide our media decisions.
These objectives must be measurable. It facilitates
Co-ordination and evaluation once the campaign is
over.
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There are broadly five elements in a media
objective statements:
1. Target Audience
2. Reach
3. Frequency
4. Message Distribution
5. Message Weight
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Specifying Media Objectives
4. How should the advertising budget beallocated over time (continuity)?
5. How close to the time of purchase shouldthe target audience be exposed to theadvertising message (recency)?
6. What is the most economically justifiableway to accomplish objectives (cost)?
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Decision on the Target Market It begins with the proper identification of the
prime target market/s for a brand.
The target audience is classified – Gender, Age,
Income & other factors such as Demographics,Social & Psychological terms.
The classification of the target audience helps the
media planner to understand the profile of the
T.A. & their media habits. This helps the media
planner to select the most appropriate media.
For media planning operations, it is important to keep their
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p g p , p pfocus on the total picture of the consumer, the product &
benefit.
e.g. Rasna- T.A.- middle & upper middle income groupfamilies having children. Primary T.A.-
women i.e. women who actually buy the products for their households, while the Secondary T.A.-
children, who influence the purchase.The media planner will therefore decide to put 60% of the
emphasis on women & 40% on children.
In the media strategy the target audience must be
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In the media strategy the target audience must be
defined more clearly and thoroughly.
1. Target audience and advertisement must fit eachother.
a. Kind of argumentation, aesthetics, used language
etc.
b. Appropriate prominent endorsers (e.g., Aamir
Khan for Coke).
2. Advertising might communicate to different targetaudiences with different objectives, e.g., Increase
product sales in age group 14-29, Increase brand
awareness and image in age group 30+.
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Agencies conduct their own media research
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Agencies conduct their own media research.
Even media itself provides a demographic profile of
their readers. There are readership surveys to guide
us.
Media Planner have to select those media vehicles
whose demographic profile matches the target
audience of our product.
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Media Planner can target product to a segment of the
market. Then they have to select that media vehiclewhich reaches this segment.
Media Planner may have to use another media
vehicle to reach some another segment;
It should, however, be seen that a united image is
projected and consistency of message is maintained
through different media mix.
2 Reach
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2. Reach
Reach: The percentage of an
audience that has had the
opportunity to be exposed to amedia vehicle within a specified
period of time
• Ideal goal: 100% reach
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l h if 3000
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We concentrate on one exposure only. Thus if 3000
out of a target audience of 10000 teenagers tune in
to the FM radio one or more time during a month,the reach is 30 percent, i.e., 3000 divided by 10000.
3 Frequency
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3. Frequency
Frequency: The average number
of times those who are reached
have an opportunity to be exposed
to a brand message within a
specified time period
• Frequency to be effective: 3-10
exposures• Varies widely by brand
F i di t th b f
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Frequency indicates the number of
times people in the target audience are
exposed to a media vehicle during a
given period of time.
Average frequency gives the average number of
times people or households in our target
audience are exposed to a media vehicle.
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Frequency
Average Frequency = Total Number of ExposuresTotal Audience Reach
If 1500 people in the target audience tune in to
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If 1500 people in the target audience tune in to
an FM radio program 3 times during a four
week period, and 1500 people tune in 6 times,the calculation would be Total Number of
exposures
= (1500 x 3) + (1500 x 6)
= 13,500
Total audience reach = 1500 + 1500
= 3000
Average frequency = 13500 = 4.5
3000
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The more the exposures, the better the
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p
impact.
Besides, more exposures make us
rise above the competitive noise. It is good to plan how many times we would like
our audience to see the message in a given medium.
While introducing a new product, we need
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While introducing a new product, we need
more frequency.
When the ad size is small, we need more
frequency.
When the message is complex, we need more
frequency.
Higher frequency helps us stand out in the clutter.
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We have to decide the effective frequency-
it is not frequency which is needed to
communicate effectively with the target audience. It is a difficult thing to settle.
There can be a minimum frequency and
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There can be a minimum frequency and
maximum frequency to be effective.
Lesser frequency makes the
communication ineffective.
Higher frequency may be a waste of ad resources.
There can be also ad fatigue if there are too manyrepetitions.
J t th it ti l i l d t t bli h t f
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Just as the situation analysis leads to establishment of
marketing and communications objectives, the media
situation analysis should lead to determination of specific media objectives.
The media objectives are not ends in themselves.
Rather, they are designed to lead to the attainmentof communications and marketing objectives. Mediaobjectives are the goals for the media strategies.
While we talk of effective frequency to set the least
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f ff f q y
number of exposures needed, we also consider
effective reach to indicate the percentage of the target
audience exposed to the ad some minimum number of
times or more.
This adds the dimension of repetition to the concept
of reach and frequency.
Greater reach and frequency stretches the media
budget. It is necessary to optimize both reach and
frequency.
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Balancing is difficult especially when
two or more ads are being employed or two or more media are being used.
We have, therefore, to consider the message weight
of the entire media plan.
M k F Aff i F
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Market Factors Affecting Frequency
Market FactorsMarket Factors TypeType FrequencyFrequency
Brand HistoryBrand History NewNew HighHigh
Brand ShareBrand Share HighHigh LowLow
Brand LoyaltyBrand Loyalty HighHigh LowLow Purchase CyclePurchase Cycle ShortShort HighHigh
Usage CycleUsage CycleShort HighShort High
Share of VoiceShare of Voice HighHigh HighHigh
Message Factors Affecting Frequency
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Message Factors Affecting Frequency
Message FactorsMessage Factors TypeType FrequencyFrequency
Message ComplexityMessage Complexity SimpleSimple LowLow Message UniquenessMessage Uniqueness UniqueUnique LowLow
NewnessNewness NewNew HighHigh
Image FactorsImage Factors ImageImage HighHigh
Message variationMessage variation LittleLittle LowLow
Media Factors Affecting Frequency
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Media Factors Affecting Frequency
Media FactorsMedia Factors Type FrequencyType Frequency
ClutterClutter HighHigh HighHigh Editorial NatureEditorial Nature ConsistentConsistent LowLow
AttentivenessAttentiveness HighHigh LowLow
SchedulingScheduling ContinuousContinuous LowLow Number of Media FewerNumber of Media Fewer LowLow
4 M W i ht
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4. Message Weight
The sum of the reach number of specific media
vehicles in a given media plan gives the message
weight .
Here while summing the reach, duplication or
overlapping is ignored.
Message weight is expressed in terms of gross
impressions or gross rating points (GRP).
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Message weight
The total size of the audience for a set of ads
or an entire campaign.
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Message weight can be expressed as:
1. Opportunity to see: Advertising impression is
possible exposure of the advertising message to
one audience member, sometimes called anopportunity to see (OTS).
2. Gross Impressions is the total number of potential
exposures (audience size by the number of times
the ad message is used during a period).
Gross impressions are a summation of
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Gross impressions are a summation of
exposures of the target audience to media
vehicles in a media plan.
Each exposure is counted as one impression.
Suppose an advertiser puts advertisements on a
programme of a TV channel viewed five times by
6000 people in the target audience and seven times by 6000 people in a four week period.
Also suppose during the same four week period, thead is put another programme of a second TV
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ad is put another programme of a second TV
channel viewed 3 times by 3000 people in the target
audience, the gross impressions would be:
Gross impression = (6000 x 5) + (6000 x 7) + (3000 x
3)
= 81000
The first group receives 30000 impressions, thesecond group receives 42000 impressions and the
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second group receives 42000 impressions and the
third group receives 9000 impressions. Thus in all
81000 impressions are received during a four week period.
As duplication is ignored between the media
vehicles while summing up the impressions, we use
the term gross.
3. Televisions households: Because gross impressions
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3. Televisions households: Because gross impressions
are often expressed in millions and are awkward to
handle, media planners prefer to use percentages - or a rating, for example, a rating of TV households is the
percentage of homes exposed to an ad medium. A
rating of 20=20% of the households with TV sets;
televisions households, or (TVHH).
4. Gross Rating Points ( GRP s) - the total
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weight of a specific media schedule, computed
by multiplying the reach, expressed as a
percentage of the population, by the average
frequency.
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Gross Rating Points (GRPs):
The combined measure of reach
and frequency indicating the
weight of a media plan
• The more GRPs, the more “weight”
a plan has
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Gross Rating Point (GRP)
A unit of audience measurement, commonly used in the
audio-visual media, based on reach or coverage of an ad.
A single GRP, usually, represents 1 per cent of the total
audience in a given region.
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For a mass media like a TV channel,
message weight is expressed in grossrating points (GRPs).
It is a sum of the rating points of all programmes in
the TV media plan.
One rating point indicates one percent of the target
audience.
The Simple Formula to Calculate GRPs
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Gross Rating Points (GRPs) = Reach x FrequencyGross Rating Points (GRPs) = Reach x Frequency
Print example
50 reach X 5 insertions = 250 GRPs
Broadcast example
6 (rating) X 5 (frequency) = 30 GRPs
GRPs for TV are calculated generally for a week or a
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GRPs for TV are calculated generally for a week or a
month.
Television Rating points (TRPs) are available in
India calculated on the basis of the panel method.
The ultimate business of TV is to deliver to theeyeballs. It is obviously an issue of audience share.
Gross impressions in print media are counted for every ad in every media vehicle used during thewhole campaign.
There should be an attempt in the media objectives to
balance the reach and frequency
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balance the reach and frequency.
There should be an appropriate message weight at the same time.
This will help us realize our advertising plan.
To face heavy competitive campaign, we should
have greater frequency to ensure the repetition of the message.
It is not so important to have a wider reach
h l d
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While advertising an innovation, a
greater reach is preferred, to a greater frequency.
It is also important to have a large message weight.
Once the media objectives are set, we are ready todevelop strategies to realize them.
For a mass media like a TV channel, messageweight is expressed in gross rating points (GRPs) It
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weight is expressed in gross rating points (GRPs). It
is a sum of the rating points of all programs in the
TV media plan. One rating point indicates one percent of the target audience. GRPs of the entire
media plan are given by
GRPs of Media Plan = Proportion of targetaudience reached X average frequency
In the example given for gross impressions, the total targetaudience was 20000. The audience reached was 15000. In
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other words, it was 75 per cent. The average frequency was
(81000/15000) = 5.4. So the GRPs would be
GRPs = (75 x 5.4) = 405
GRPs can also be computed by us using the following
formula:
The number of gross impression x 100
The number of people in the target audience
In the above example, there was a target audience of 20000
and there were 81000 gross impressions. Therefore GRPs = (81000/20000) x 100 = 405
5. Message Distribution:
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A. Message-distribution objectivesdefine where, when, and how oftenadvertising should appear. Toanswer these questions, a mediaplanner must understand the
following: Audience size and message weight
Audience size - simply the number
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of people in the medium's audience.In print media, for example, AuditBureau of Circulation actuallycounts and verifies the number of subscribers (circulation) and
multiplies by the number of readersper copy (RPC) to determine totalaudience.
Reach vs Frequency
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q y
Since advertisers have a variety of objectivesand face constraints in budget, they usually
must trade off reach & frequency.
They must decide whether they want the
message to be seen or heard by more people
(reach) or by fewer people more often(frequency).
How much Reach is necessary?
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y
The hierarchies model requires that the first
stage of each model requires ‘Awareness’ of the product and/or brand.
The more people are aware, the more likely are
they to move to each subsequent stage. Achieving ‘awareness’ requires ‘Reach’- that
is, exposing potential buyers to the message.
New brands or products need a very high levelof ‘reach’ since the objective is to make all
potential buyers aware of the new entry.
High reach is also desired at the later stages of
the hierarchy For example at the trial stage of
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the hierarchy. For example, at the trial stage of
the adoption hierarchy, a promotional strategy
such as ‘sampling’ may be considered useful soas to reach a large number of people with these
samples.
The problem arises because there is no way of determining how much reach is required to
achieve levels of awareness, attitude change, or
buying intentions. We cannot be sure that an ad placed in a vehicle
will actually reach the intended audience.
While buying advertising time in say, a 8-8.30
p m program in ‘Star Plus’ channel the question
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p.m. program in Star Plus channel, the question
that arises is that will everyone who is tuned to
the program see the ad? Many viewers may leavethe room or engage themselves in some other
activity during the ad or may be distracted during
the commercial, and so on.
If I expose everyone in my target group to the
message once, will this be sufficient to create a
100% level of awareness? The answer here is
‘No’. So this leads to the next question of what‘frequency’ of exposure is necessary for the ad to
be seen and to have an impact?
What Frequency Level is Needed?
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In media planning, ‘frequency’ is the number of times
one is exposed to the media vehicle, not necessarilyto the ad itself, during a specified period of time.
Research studies estimate the actual audience for a
commercial may be as much as 30-40 percent lower
than that for the program. Not all researchers agree tothis.
Many advertisers feel that a 1:1 exposure ratio does
not exist. So, if your ad has been placed in a certainvehicle, the fact that the consumer has been exposed
to that vehicle does not ensure that your ad has been
seen.
As a result, the frequency level expressed in the
di l t t th t l l l f t
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media plan overstates the actual level of exposure to
the ad.
Hence this has led some media buyers to refer to the
reach of the media vehicle as ‘opportunities to see’ an
ad rather than actual exposure to it.
Since the advertiser has no sure way to ascertainwhether the exposure to a vehicle results in exposure
to the ad, the media and advertisers have adopted a
compromise; one exposure to the vehicle constitutes
‘reach’, given that this exposure must occur for theviewer to have an opportunity to see the ad. Thus, the
exposure figure is used to calculate reach &
frequency levels.
This compromise does not help determine the
frequency required to make an impact
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frequency required to make an impact.
The creativity of the ad, the involvement of the
receiver, noise, and many other intervening
factors confound any attempts to make a precise
determination.
How does then, one make these decisions? Thetruth is that the decisions are not always made
on hard data.
“Establishing frequency goals for an advertisingcampaign is a mix of art & science but with a
definite bias toward art.”- Joseph Ostrow.
Establishing Reach & Frequency
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Objectives
It is possible to be exposed to more than one mediavehicle with an ad, resulting in repetition
(frequency).
If one ad is placed on one TV show, the number of people exposed is the ‘reach.’
If the ad is placed on two shows, the total number
exposed once is ‘unduplicated reach.’ Some
people will see the ad twice. The ‘reach’ of twoshows, includes a number of people who were
reached by both shows. This overlap is referred to as
‘duplicated reach.’
Representation of reach and frequency
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Both unduplicated and duplicated reach figures areimportant. Unduplicated reach indicates potential new
hil d li d h id i
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exposures, while duplicated reach provides an estimate
of frequency.
Most media buys include both forms of reach. Let us
consider an example. A measure of potential reach in
the broadcast industry is the TV (or radio) program
rating. This number is expressed as a percentage.
Using Gross Rating points: The media buyer typically
uses a numerical indicator to know how many potential
audience members may be exposed to a series of
commercials. A summary measure that combines the program rating and the average number of times the
home is reached during this period (frequency of
exposure) is a commonly used reference point known as
gross ratings points (GRPs):GRP= Reach x Frequency
GRPs are based on the total audience the media
schedule may reach; they use a duplicated reach
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schedule may reach; they use a duplicated reach
estimate. Target ratings points (TRPs) refer to the
number of people in the primary target audience themedia buy will reach—and the number of times.
Unlike GRP, TRP does not include waste coverage.
Given that GRPs do not measure actual reach, theadvertiser must ask:
How many GRPs are needed to attain a certain reach?
How do these GRPs translate into effective reach? For
example, how many GRPs must one purchase to attainan unduplicated reach of 50 percent, and what
frequency of exposure will this schedule deliver?
The following example may help you to
understand how this process works
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understand how this process works.
First you must know what these ratings points
represent. A purchase of 100 GRPs could mean100 percent of the market is exposed once or 50
percent of the market is exposed twice or 25
percent of the market is exposed four times, and soon. As you can see, this information must be more
specific for the marketer to use it effectively.
To know how many GRPs are necessary, the
manager needs to know how many members of the
intended audience the schedule actually reaches.
The effects of Reach & Frequency
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1. One exposure of an ad to a target group
within a purchase cycle has little or no effectin most circumstances.
2. Since one exposure is usually ineffective, the
central goal of productive media planningshould be to enhance frequency rather than
reach.
3. The evidence suggests strongly that anexposure frequency of two within a purchase
cycle is an effective level.
4. Beyond three exposures within a brand purchase cycleor over a period of four or even eight weeks, increasing
f ti t b ild d ti i ff ti t
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frequency continues to build advertising effectiveness at
a decreasing rate but with no evidence of decline.
5. Although there are general principles with respect tofrequency of exposure and its relationship to advertising
effectiveness, differential effects by brand are equally
important.
6. Nothing we have seen suggests that frequency response
principles or generalizations vary by medium.
7. The data strongly suggest that wear out is not a
function of too much frequency; it is more of a creativeor copy problem.
Determining Effective Reach
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g ff Since marketers have budget constraints, they must
decide whether to increase reach at the expense of frequency or increase the frequency of exposure but
to a smaller audience. A number of factors
influence this decision.
For example, a new product or brand introduction
will attempt to maximize reach, particularly
unduplicated reach, to create awareness in as many
people as possible as quickly as possible. At thesame time, for a high-involvement product or one
whose benefits are not obvious, a certain level of
frequency is needed to achieve effective reach.
Effective reach represents the percentage of a
vehicle’s audience reached at each effective
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frequency increment. This concept is based on the
assumption that one exposure to an ad may not beenough to convey the desired message. As we saw
earlier, no one knows the exact number of exposures
necessary for an ad to make an impact, although
advertisers have settled on three as the minimum. Fewer than 3 exposures is considered insufficient
reach, while more than 10 is considered
overexposure and thus ineffective reach. Thisexposure level is no guarantee of effective
communication; different messages may require
more or fewer exposures.
“The three-exposure theory was valid in the
1970s when consumers were exposed to
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1970s when consumers were exposed to
approximately 1,000 ads per day. Now that
they are exposed to 3,000 to 5,000 per day,three exposures may not be enough” (Jack
Myers of Myers Reports). Adding in the
fragmentation of television, the proliferation of magazines, and the advent of a variety of
alternative media leads Myers to believe that
12 exposures may be the minimum level of frequency required.
Also, Jim Surmanek, vice president of
International Communications Group contends
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International Communications Group, contends
that the complexity of the message, message
length, and recency of exposure also impact
this figure.
Since they do not know how many times the
viewer will actually be exposed, advertiserstypically purchase GRPs that lead to more than
three exposures to increase the likelihood of
effective reach and frequency.
Determining effective reach is further complicated by
the fact that when calculating GRPs, advertisers use a
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g ,
figure that they call average frequency, or the
average number of times the target audience reached by a media schedule is exposed to the vehicle over a
specified period. The problem with this figure is
revealed in the following scenario:
Consider a media buy in which:
50 percent of audience is reached 1 time.
30 percent of audience is reached 5 times.
20 percent of audience is reached 10 times. Average frequency = 4
In this media buy, the average frequency is 4, which is
slightly more than the number established as
effective. Yet a full 50 percent of the audience
receives only one exposure Thus the
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receives only one exposure. Thus, the
average-frequency number can be misleading,
and using it to calculate GRPs might result in
underexposing the audience.
Although GRPs have their problems, they can
provide useful information to the marketer. Acertain level of GRPs is necessary to achieve
awareness, and increases in GRPs are likely to
lead to more exposures and/or morerepetitions—both of which are necessary to
have an effect on higher-order objectives.
Perhaps the best advice for purchasing GRPs isoffered by Ostrow, who recommends the following
t t i
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strategies:
1. Instead of using average frequency, the marketer
should decide what minimum frequency goal is
needed to reach the advertising objectives effectively
and then maximize reach at that frequency level.
2. To determine effective frequency, one must consider marketing factors, message factors, and media
factors.
In summary, the reach-versus-frequency decision,
while critical, is very difficult to make. A number of
factors must be considered, and concrete rules do not
always apply. The decision is often more of an art
than a science
Media weight theories
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g
A media plan may have various media to suit theobjective of the advertising campaign.
Media weight theories are about the number of media selected and the relative emphasis given to
various media in these schedules.
The following theories are kept in view by planner to
choose from exclusive or in combination
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choose from exclusive or in combination.
The wave theory
This theory denotes that the advertiser buy spaceand time in various media for a relative short time
and move out in “wave” in the hope that the impact
of advertising will carry over from the period heavy
concentration to those of no advertising
The media dominance theory
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The media dominance theory
This theory suggests that advertisers buy bulk time
or space in one media for a short time.
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After building a coverage and a frequency in that media, he shift to another media for a short time in
belief that concentration in a single media helps him
build the recall and shifting to other media also helps
him gain continuously over a variety of media.
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Media concentration theory
This is when the advertiser concentrates only on 1
media to attain both dominance and continuity.
Timing strategy
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Besides deciding which media to concentrate on,
scheduling requires a determination of extent of
advertising that should appear in various media.
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M di St t
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Media Strategy
Media strategy is the way we seek to realize our
media objectives. When formulated correctly, it
enables an advertiser to rise above the clutter of ads,and stand out against the competition.
Media strategy expects media planners to be creative
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in using the media. The use of the media should
complement and supplement each other.
The ad should be consistent with the editorialenvironment of the media. The placement should be
strategic. The media’s creative potential is fully
used.
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Factors Influencing Media
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f g
Strategy
Target Market Profile
Nature of the Message
Geographic Market Priorities
Timing of Advertising
Reach/Frequency/Continuity
Media strategy has to cover
d i i k i h f
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decisions taken in the areas of:
(i) geographic selectivity
(ii) scheduling of the ads
(iii) media selection
(iv) cost efficiency of the selected media.
1 Geographic Selectivity
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1. Geographic Selectivity
Our media strategy is based upon our market
coverage. If we market our products
nationally, we will select all-India
newspapers and magazines.
However, if our market is limited to a
particular region, we shall select vernacular
media popular in that region.
In this way, we do not waste the
b d ti i th
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resources by advertising the
products in the regions in which it isnot available.
It is necessary for us to see how strong a product is
in a particular geographical region and advertisemore in high potential areas. Marketers may
measure the sales strength in particular market by
making use of two ratios – i) Brand developmentindex &
ii) Category development index
Brand Development Index
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(BDI):Brand Development Index indicates the sales
potential of a particular Brand in a specific
market area.
Formula: "BDI" equals "percent of brand's
total India sales in the area" divided by
"percent of total India population in the area"
multiplied by 100.
Where to promote?
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Percentage of brand tototal U.S. sales in market
Percentage of total U.S.population in market
BDI = X 100
Brand Development Index
Where to promote?
Percentage of brand sales to total
All India sales in market
Percentage of total Indian populationin market
Brand Development Index
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The brand development index (BDI) measuresthe sales strength of a brand in a particular
area of India.
This index enables a media planner to
allocate the media budget by setting his
priorities.
Applying a BDI
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Region Sales % Popn % BDI
North India 7.6 7.6 100.0
South India 21.5 23.9 89.9
West India 42.5 38.5 110.4
East India 13.4 16.8 79.8
Export 15.0 13.2 113.6
Total 100.0 100.0 ----
Category Development
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Index(CDI)
The category development index indicates the
sales potential of an entire product category.
Formula: "CDI" equals "percent of the product
category's total India sales in the area" divided by"percent of total India population in the area"
multiplied by 100.
Where to promote?
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Percentage of productcategory total sales in market
Percentage of total Indianpopulation in market
CDI = X 100
Category Development Index
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Category Development Index
It measures the sales potential of product
category. Thus it takes into account the potential of all competitors selling the same
category.
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2. Media Scheduling
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Media scheduling decisions are the decisions
about the timing, continuity and size of the
ads. We have to see when to advertise, for howlong, and for what time period. We have to see
the size and placement of our ad.
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to time in such a way that it by-passes competitivecampaigns, e.g., Pepsi commercials are to be aired
when there are no Coke commercials
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when there are no Coke commercials.
to time in such a way that the message is carried by
the media when the audience is receptive to it, e.g.,
household products in the afternoon slot of TV
when housewives watch TV.
The importance of time element must be understood
in the purchase behaviour of the customer by doing
suitable research.
Continuity: When an ad is run in the media for a long
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period without any gap, we are using continuity
scheduling.
It is used for those products which are in demandround the years. The ads are in the form of
reminder.
Alternative to continuity is flighting where advertising
runs for some period and then there is a gap, and
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again it runs for some period. The interval between
two advertising runs come after a flight.
The message can be schedule to correspond to peak
purchasing periods or at a time when the audience is
most receptive.
When we have a media mix alternative flights areadjusted in such a way in different media thatoverall continuity is achieved.
Pulsing is another option.
It represents a consistent low-level advertising
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activity, and addition of pulse to make a high-level of
advertising during certain periods.
A pulse is a period of intense advertising activity.The pulses can occur at the start while launching a
new product. There can a promotional pulse of one
shot, e.g., financial advertising of a company’sissue.
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Bursting is a technique for scheduling TV ads.
Here the commercial is repeated on the samechannel time and again to reinforce the message for
a short period.
3. Selecting the Media
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An advertiser can choose a single medium or a mix
of media to take its message to the target audience.
Media mix – a combination of several media is used
when it is not possible to reach the target audience by one single medium adequately and with a good
impact.
Marketers segment a market, and a suitable media can
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be chosen to match a specific segment. Creative
execution becomes varied when a media mix is used.
In a media mix, one medium can be used to promotea product and the other as reminder, thus re-
inforcing each other.
A combination must be synergistic, where the sum
total of effects is greater than the sum of individual
medium’s effect
Each media has a particular readership or
viewership We have to understand the size and the
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viewership. We have to understand the size and the
characteristics of the readership or viewership.
We have to match the target audience of our productto the demographic characteristics of the
readers/viewers of the media as far as possible.
Media research helps us in this matching the product
and the media.
Each medium has a different attention value. But
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attention given to a medium also depends upon the
message and its execution.
Each medium has a motivation value whereby itstimulates readers to respond. Each medium has its
own editorial environment provided by its contents
which surround the ad
This environment should be compatible with the product and its benefits. The environment should also
be consistent with the mood of the desired audience A
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be consistent with the mood of the desired audience. A
commercial of an air-line is not consistent with thenews of an air-crash.
The audience mood is not conducive to thereception of the message. Several media provide an
environment of respectability. We have to consider
the placement of the ad and the editorial material
and keep on changing the same if necessary.
We can confront them head on. We can change the
media mix We can bypass a media selected by them
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media mix. We can bypass a media selected by them.
We can change our geographic allocation. Acompetitor’s share of voice can be studied.
It is given by:Share of voice = Brand Expenditure
Product Category expenditure
We have to decide whether we can match a
competitor’s share of voice or exceed it. We can use
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another medium in which there is a large share of
voice for us.
We should not forget that we never buy media. Weonly buy audiences. The client pays the agency to
buy the audience attention to his brand.
Size and Placement
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The decisions about the size of the ad and its placement are also important in scheduling. Thereare several size options in print media right from a
small portion of the page to a full page to several pages.
In electronic media, we have options to
select commercials for various lengths of
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time, 10-seconds, 30-seconds or 60-seconds.
The size decision is based upon our
objectives, the creative execution necessary,
the budget and the reach and frequency
decisions.
Cost Efficiency of Selected
M di
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Media The cost of advertising in various media
must be analyzed properly. Costs of various
media must be compared based on cost-
efficiency. It helps us select the best media
to optimize our objectives.
Cost per Thousand
Cost per thousand (CPM) is one yard-stick to compare the
t f diff t di It i th t f hi
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costs of different media. It is the cost of reaching a
thousand persons. The formula for CPM is:Cost per Thousand = Cost of media unit x 1000
Gross Impression
Though two media can be compared on the basis of costs, this cannot account for the differing media ability
and creative execution in the two media. CPM is good
for cost comparisons, but fails to measure effectiveness.
Determining Media Cost Cost per thousand (CPM):
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Cost per thousand (CPM):
What a communication vehicle charges to deliver a message to 1,000 members of its audience
– Used commonly for print media
Cost of ad unit X 1,000 = CPM
Circulation or audience
C h d
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Cost per Thousand
Cost per thousand is expressed as CPM because
‘M’ stands for 1000 in the Roman numeral.It is also expressed as CPT.
CPRP: Cost per rating point
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The cost of reaching one percent of the target
population. CPP is calculated by dividing the cost
of the schedule by the gross rating points. National and regional advertising buyers frequently use this
cost efficiency measure, since it can be applied
across all media.
The cost per rating point is used to
ti t th t f TV d ti i
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estimate the cost for TV advertising on
several shows.
Cost per rating point = Commercial time cost
Percentage of audience.
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Step four: Selecting Media Mix
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Media mix means the advertising strategyencompasses the use of more than one type of
advertising media to get its message across the
target audience. A combination of media types is known as the
media mix. No advertiser can rely only on one
medium to reach his audience..
Even a small advertiser having a small media
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budget has thousands of media from which tochoose.
A typical media mix for consumer products, suchas a soft drink, will include television, outdoor,
POP and even the print media. this combination
plays a crucial role in reaching the maximum
number of consumers at the minimum cost.
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Media Use
Decision
Media Use
Decision
— Broadcast
Media Use
Decision
— Other Media
Selecting Media Within
Class
Selecting Broad Media
Classes
Determining Media
Mix
Selecting broad media classes
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Purpose: To determine which broad class of media best fulfills the criteria. Involves comparisonand selection of broad media classes such asnewspapers, magazines, radio, television, and
others.
The analysis is called intermediate comparisons.
Audience size is one of the major factors used incomparing the various media classes.
Selecting media within classes
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Purpose: To compare and select the best mediawithin broad classes, again using predetermined
criteria. Involves making decisions about the
following: 1. If magazines were recommended, then which
magazines?
2. If television was recommended, thena. Broadcast or cable television?
b. Network or spot television?
3. If radio or newspapers were recommended, thena. Which markets shall be used?
b If network which program/s
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b. If network, which program/s
c. If spot, which markets?
d. What criteria shall buyers use in making
purchases of local media?
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Media use decisions-Print 1. Number of ads to appear and on which days
and months
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and months.
2. Placements of ads: Any preferred position
within media?
3. Special treatment: Gatefolds, bleeds, color, etc.
4. Desired reach or frequency levels
Media use decisions-Other media 1. Billboards
L ti f k t d l f di t ib ti
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a. Location of markets and plan of distribution
b. Kinds of outdoor boards to be used.
2. Direct mail or other media: Decisions peculiar
to those media.
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The Media Mix
Media mix means the advertising strategy
encompasses the use of more than one type of
advertising media to get its message across the
target audience.
A combination of media types is known as the media
mix. No advertiser can rely only on one medium to
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reach his audience. Even a small advertiser having a small media budget has thousands of media from
which to choose.
A typical media mix for consumer products, such as
a soft drink, will include television, outdoor, POP
and even the print media. this combination plays a
crucial role in reaching the maximum number of consumers at the minimum cost.
Once a media plan is ready, the decision is
to be made about the media mix. Selecting
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the media mix involves several considerations.
Factors considered while selecting a
media mix
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The media plan which is derived from the marketing
and advertising plan has set a broad framework for
media decisions.
The execution of this plan depends upon thefollowing considerations:
Budget
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Choice of media depends to a large extent on theadvertising budget. Certain media types are too
expensive.
Example:The cost of national transmission may be high
for an advertiser. The cost of maintaining a neon signcannot be afforded by small budget advertisers.
Competitor’s Strategy
M di d i i i fl d b th t t f th
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Media decisions are influenced by the strategy of the
competitors. Earlier, only large advertisers –usedtelevision in India. But with the success of Nirma
detergent- both large & small manufacturers use T.V. to
gain maximum exposure.
An advertiser-tries to reach the same audience as its
competitors. Also they try to identify specific target
groups not reached by its competitors. An advertiser
considers his competitors strategy before deciding hismedia mix.
Frequency Vs Reach
A th i t t id ti i th di l i
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Another important consideration in the media plan is
the frequency & reach. Frequency refers to the no.of
times the advertiser reaches the same person,whereas
Reach refers to the total no.of people covered.
The greater the frequency with which you reach thesame person through the media selection,smaller the
reach will be & vice-versa (assuming a limitation in the
size of the budget)
An advertiser must know the quantitative data aboutmedia audience in order to make more accurate
frequency & reach decisions.
For example: if an advertiser uses radio, he maybe able
to afford to broadcast the advertising jingle every 30
minutes & this increases the frequency of the radio
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listeners exposure to the message.But ‘reach’ of thismessage is limited & will not cover those who are not
listening to the radio. With the same budget,the
advertiser can buy less radio time,place a few insertions
in the print media & buy some time in television. Thecombination –reduce the frequency at which an
individual consumer is exposed to the message but will
increase its Reach. There will always be a trade off
between these 2 considerations.
Increasing distributor’s support Although consumer media is selected primarily to affect
the consumer, the impact of the media upon distributionchannels is also important. Effective use of advertising
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media-lends support to the distributor’s efforts at sellingthe product. Distributors are more likely to support a brand that has grater exposure in the local media.Promotional efforts such as POP, display material,hoarding & posters are welcomed by retailers.
Continuity Important to consider as to how long an advertising
campaign should be run on one media. There is a
cumulative advantage from continuity as a greater audience will be reached in terms of both frequency &coverage by advertisements continually placed in onemedium.
For FMCG products (that are frequently purchased)
continuity –is an important consideration. Products
infrequently purchased –may find it suitable to use a variety
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of media in order to reach varied audience. For example: a
water tank.
Flexibility
Is the ability of the media to adapt to changing & specific
needs of advertisers. Certain media allows advertisers suchflexibility with respect to the advertised message. For
example: The Times of India group of publications may
offer advertisers such flexibility of placing ads in different
editions of the paper. So, if the competitive activity-increases in Delhi, make use of Delhi edition to match
competition.
Franchise Position
When an advertiser uses a certain medium over a period
of time, the advertiser may enjoy special franchise
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positions .Special page positions may be reserved for them in magazines & newspapers. ‘India Today’-back
page may be booked by Hero Honda for a long time
while the inside back cover may be booked on a long
term basis by Cartier.Standard of Acceptance & Code of Ethics
Most media vehicles-codes of ethics that set the
standards of acceptance.For example:the code of ethics
may not permit the use of medium for advertising
cigarettes or liquour etc while some other vehicle may
permit to do so.
Cost per Thousand
This is an important consideration while making media
decisions. Although, the cost is considered while fixing
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the budget,the concept of cost per thousand is theaccepted norm for measuring the media effectiveness.
The formula for the same is Price of medium to the
advertiser /Delivered audience(in thousands).
CPM= ad cost x 1000
Delivered Audience (circulation)
The formula has its limitations.The delivered audience
may not be the same as the prospectivecustomers.Also,there is no data available to determine if
the delivered audience has actually seen or heard the
advertised message.
Creative Considerations This refers to the quality of reproduction, the color
effect, special effects; all these have to be considered.The medium chosen must be appropriate for the ad
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The medium chosen must be appropriate for the ad
message also in keeping with creative considerations.Example: Ads for paints or ice-creams or a luxury car-are reproduced better in color & therefore black & whitenewsprint is not an appropriate medium. Media
decisions must be made in consultation with the creativeteam. Within the selected medium, decisions related tounit buying is also influenced by the creative team.While the creative team seeks larger space in T.V, print,
POP material, the media planning along with the financedepartment looks for economy & maximizing the effectof every money spent on the media.
The Medium & the Target Consumer Match The media mix must importantly reach the target
consumer. If the advertiser requires to reach men between the ages of 25 & 55 who are professional, the
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obvious choice of media would be Economic Times over Femina. But, sometimes matching consumer profileswith media characteristics become difficult. A thoroughanalysis should be made to reduce wastage of mediaexpenditure.
Language
The appropriate language must be used for any media.
Prestige of the Media
The prestige of the advertising medium is transferred tothe advertised product. Sponsorship of prestigious
programs such as Grammy’s,Oscar’s,Filmfare Awards,World Cup matches should be considered.
The Editorial Environment Using the appropriate editorial environment :every
publication has its individual editorial philosophy.
Nature of the Product or Service & Nature of the
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Nature of the Product or Service & Nature of the
market to be covered
Some products have niche markets & a special direct
advertising medium will be suitable for them. Daily
consumer products have a wider market & may make useof mass media. The geographical extent of the market too
must be considered.
Availability of Time & Space
Media time & space have to be booked in advance. If anannouncement has to be made suddenly, then the
advertiser has to make use of whatever media & space is
available to him.
Media buying has become an important component
of media planning due to cost constraints and
increase in competitive activity.
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Media targeting
Media targeting
The Media Planning Steps
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PlanningSteps
PlanningSteps
Media targetingMedia targeting
Determining media
objectives
Determining media
objectives
Determining mediastrategies
Determining mediastrategies
Budget allocation and Mediabuying
Budget allocation and Mediabuying
Selecting Media MixSelecting Media Mix
Step five: Budget Allocation and Media Buying
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Budget Allocations: classifiesspending on medium, region,
and time of year
Media Buying
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Occurs once plan is approved
Buyers work with media
representatives to negotiate final pricesfor the various activities
The important thing is not awareness but
impact. It's not about remembering a brand but
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impact. t s not about emembe ing a b and but
remembering that brand in the context of a
certain content-led story.
So, if you can create an impact in consumer's mind -which is long lasting and probably equivalent to 10
exposures - there will be a shift towards qualitative
aspects. Clients will definitely appreciate this
paradigm shift and agencies will also be inspired to
take risks.
Earlier, brand managers with Rs 10 or 20
million budgets felt that they couldn't get
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million budgets felt that they couldn t get
on to television.
Today, appropriate consumer profiling enables one to
choose channels and accordingly advertise. For
instance, a combination of Star Movies and Star World would give a SEC A+ kind of a household.
So this combination which makes it possible to reachout to that particular segment despite budgetary
constraints.
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Wastage levels will be lower and segments can bereached in a focused manner.
A lot of segmentation is possible in the medium of televisiondue to the existing fragmentation.
Earlier, advertisers used to feel inhibited due to the preoccupation with mass-based programmes and planning
was restricted. Now, we have moved much ahead from the previously
restricted scenario.
Print Media Buying
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Newspaper buyingFactors affecting the choice of
newspapers are as follows: 1. Circulation and Readership
It is important to know who will notice our ad.
Reach of a newspaper is given by circulation whichis the number of copies distributed each day for a
daily or each week for a weekly.
Paid circulation means the subscribed
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copies sold on stalls.
Controlled circulation means free copies
distributed. The circulation is certified by a body
Audit Bureau of Circulation (ABC).
2. Advertising RatesMost advertisers are constrained by
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their budgets and thus a newspaper that offers a competitive rate is most
attractive. Publishing groups such as the Times of India offer
special rates for booking space in severalnewspapers from the same group. (for example, an
advertiser would get a competitive rate if he placedads in the Times of India, Navbharat Times, TheEconomic Times and the Illustrated Weekly.
The number of readers exceeds its circulation figure;because each copy of the paper is read by more than
one person.
Readership is thus the total number of person who
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Readership is thus the total number of person who
read a print vehicle – either newspapers or
magazines.
Readership thus can be equated to audience. An
average 3-5 person read a newspaper in India. It
determines the number of people who notice the
publication in which the ad is carried.
Newspaper Ad RatesThe rates of the ads, production specifications and ad
deadlines and other relevant details are given in a
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rate card . When no discount is offered, it is called a flat rate.
Some newspapers offer a volume discount for
repetitions. Open rate is highest rate for the single
ad. We have to pay open rate first, and then qualify
for a discount by buying further space.
Contract rate or earned rate is based on
agreement. It gives a scheme of the number of ads or
the amount space to be bought for earning a discount.
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If this condition is not satisfied an additional charge islevied called the short rate.
Basically, ad rates are ROP – run of press, and ads can be placed anywhere on any page. But for special position, wehave to pay more. If the same publication house publishesmore than one newspaper, it can offer a combination rate which is lesser than the rate of buying in each individualmedia.
3. Split Run Facilities
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Many newspapers offer split run facilities. The split run test is a service used for testing print
advertisements in which the media cooperate with
an advertiser in allowing the same space for two or more copy variations to appear in systematicrotation through the entire circulation.
This permits simultaneous circulation of two or more advertisements in identical editorialsurroundings with comparable audiences.
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5.Space Available
When the advertisement is to be published
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urgently, space availability may be the onlydeterminant. The positions available in the
newspaper is also of a prime consideration.
The front page is the most attractive commands the
highest rate. Certain other positions close to a
popular section are also sought after by advertisers.
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7. Editorial PolicyThis factor plays a crucial role in
today’s changing political scenario
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today s changing political scenario.
Newspapers that are pro-government
may find it easier to attract advertisers. Advertising in anti-establishment newspapers would imply
that the advertiser is against the government and this maycreate problems such as delay in granting license and so on.
Some newspapers are owned by political groups such as“Samna” by the Shiv Sena in Maharashtra. This alsoinfluences the reader profile.
8. Color
Many newspapers offer color supplements
which are more attractive than the black and
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which are more attractive than the black and
white section. Advertisers are willing to pay
higher rates to enjoy the color advantage.
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Types of Newspapers Advertising
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1. Display advertising :To distinguish
advertising from editorial matter, display
advertising is designed comprising the copy, the
layout, the visuals. These ads come in all sizes.
They are placed all over in a newspaper, depending
upon the policy of that paper. Display advertising
is national or local.
2. Co-operative advertising:. Local ads can
be inserted on cost sharing basis between the
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manufacturer and retailers – co-operative advertising. Local display advertising is charged a lower tariff
than the general display advertising.
3. Classified ads: are small ads charged in terms
of number of words, and putting the message in
several categories or classes such as employment real
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several categories or classes such as employment, real
estate, matrimonial, automobiles and so on.
Classified ads can be classified display ads, where boldletters, illustrations, borders and other visual elements areused.
Newspaper also put a pre-printed ad insert in the paper. The paper with the insert is delivered to the reader. It is just amethod of distribution for advertisers. It can begeographically selective and cost-effective.
Placing the Ad in the Newspapers
We have to fill an insertion order while placing the
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We have to fill an insertion order while placing the
ad. This order gives specific date(s) on which the ad
is to be published, the rate at which it is to be
published, and production details preparatory to the
publishing of the ad. Agencies provide newspapersthe ad material in finished form.
If a small advertiser expects thenewspapers to compose the ad, the
newspapers first create a proof which is to
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newspapers first create a proof which is to
be checked by the advertiser for
correctness.
Once the ad is run, a tear-sheet which is an actual page
torn from the newspaper in which the ad was run is sent
to the advertiser. It is a proof of publishing as per
requirements. If there is an error, the advertiser or itsagency can ask for rate adjustment or free insertion.
Characteristics of Newspapers
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1. Immediacy
Newspapers offer the greatest advantage of
conveying the message quickly. They are flexibleand so the advertising copy can be written very
close to the time it goes to press.
This characteristic is especially useful
while launching new products or making
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public announcements. The advertisementscan thus have a powerful new emphasis.
2. SelectivityThis is one of the greatest advantages in the Indian
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context. The advertiser can select the geographical area over which the message is to be communicated
as also the language.
Newspapers offer split-run facilities using which
advertisers can test different campaigns in different
geographical areas.
3. Newspapers Mechanical Requirements
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p p q
Newspapers come in standard and tabloid sizes.
Advertising space in newspapers is sold on the basis
of columns and inches.
In addition to innovative color techniques,
newspapers are adding other features to attract
advertisers. Flex form advertising offers the
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f g ff
advertiser the opportunity in any conceivable
shape.
Those parts of the newspaper page not containingthe advertisement are filled with editorial matter.For example, the ads of Cinthol Lime, lime Lite and
Liril have used the technique. Such unconventionallayouts, surrounded by editorial matter are hard for the reader to ignore.
4. VarietyMost newspapers present a suitable variety of
material to provide an interesting mix for a wide
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range of readers. A typical newspaper has sports, financial pages, society news, city news, shopping
columns, comic strips and other features.
Some pages are widely read by women, other by
men interested in business news, and so on. An
advertiser can select a target market by placing his
advertisements in certain sections or pages of the paper.
5. Penetration
Morning newspapers are read by
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g p p y
almost all the literate people.
The readership is much more than the circulation.
For example, the Times of India circulation is
6,00,126 while its readership is 35,36,000. Children
are also keen readers of certain section
6. Types of newspaper There are a wide variety of newspapers to
choose from. Advertisers who wish to make
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f
announcements would use morning
newspapers.
Specialty newspapers such as The Economic Times
can be used for business-to-business communication
such as advertisements of SKF ball-bearing, HCL
computers, and so on.
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3. Flexibility
The newspapers offer tremendous
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p p ff
flexibility to advertisers.
When it is raining in Bombay, it may be hot in
Delhi. While the Bombay newspapers can be used
to advertise raincoats and umbrellas, the Delhi
edition of the same newspaper can be used toadvertise air coolers.
The most important is the time flexibility,
that is the contents of the advertisement can
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be changed upto a few hours before the paper goes to press.
MRF Tyres use the press medium just before the
monsoons in Bombay by predicting the date of the
first rainfall and thereby communicating to the
consumers the urgency of changing to MRF Tyers before the monsoons.
4. Split Run FacilitiesMany newspapers offer split run facilities. The
split run test is a service used for testing print
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advertisements in which the media cooperatewith an advertiser in allowing the same space
for two or more copy variations to appear in
systematic rotation through the entirecirculation.
This permits simultaneous circulation of two or
more advertisements in identical editorial
surroundings with comparable audiences.
5. Keying the advertisement
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y g
It is possible to key the advertisement and attach amail order coupon in order to measure its
effectiveness.
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Limitation of Newspapers as an Advertising
Medium
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Despite the above advantages newspapers have the
following limitations:
1. Limited coverage. In India with the literacy,level being low newspapers cannot be used to
penetrate the lower income segments of the market.
2. Short Life. It is often said “as stale as yesterday’s newspaper.” A newspaper has a
very limited life and therefore advertising will
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have little impact beyond the day of publication.
3. Hasty reading. Studies indicate that peoplespend about 30 minutes on the paper. This means
that the ad must make its impression quickly or it
will fade.
4. Cost. It is an expensive medium that is unsuitable for small advertisers
especially the morning English
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p y g g
newspapers such as the Times of India.
5. Poor Reproduction. Most of the pages are in
black and white and the colour advertisements are
not as well reproduced as those in magazines.
Therefore we rarely find food and fashion ads innewspapers.
6. Demonstration and Display. It is not
possible to demonstrate product usage
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as in television commercials.
Advantage of Magazine Advertising
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The newspapers and magazines have different
advantages though both belong to the print media.
The peculiar advantages of magazines are:
Demographic selectivity: Every magazine has a
different audience whose demographic and
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psychographic characteristics are different.
Thus Femina is a magazine for young women, whereasSavvy is a magazines for mature women. Manohar
Kahaniyan has a typical audience of north Indian middle
class. Each magazine thus helps us to target at a particular
age group, gender group and income group. Special interest
magazines provide a specific audience.
Geographic Selectivity: Some magazines have all-
India circulation like India Today. Some magazines
are confined to a region like Malayalam Manorama.
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So magazines help us target a geographic market we
require without considerable waste.
Creative Flexibility: High fidelity reproduction isa specialty of magazines on account of their superior quality of paper and printing. They also provide
opportunities for innovative adds like pop-up ads,sample-bearing ads, scented ads, outside inserts as booklets.
Long life and creative options. A TV commercial is over in 30 seconds, we whiz by a
highway billboard so quickly that only a fleeting
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glance is possible, and the average newspaper is in
the recycling bin before we leave for work
In this disposable media world, magazines standalone as a tangible vehicle. Magazines are oftenused as reference sources. Articles are clipped, back
issues are filed, and readers may go back to afavorite magazine numerous times before finallydiscarding it. Advertisers potentially benefit fromeach of the exposures.
Magazines also offer advertisers a wide
range of flexible formats such as double-
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page spreads, bright colors, even product sampling.
Magazines are particularly suited to long copy.Discussions of detailed product attributes for
automobiles and appliances as well as advertising
for financial services all lend themselves tomagazines.
Durability of Message: Magazines are
kept for a longer time, and are read
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again and again. More time is devoted to reading a magazine.
It means that the chances of the ad message beingseen are more in magazines. As the magazines is
preserved for a longer time, the message has a
durability of longer duration.
Disadvantages of Magazines
Advertising
i f l d i h
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In spite of several advantages, magazines havemany drawbacks as advertising media.
Lead Time Longer: The ad material will have to
be submitted much in advance because a magazinerequires elaborate production plan.
The lead time is sometimes 90 days before
the release of an issue. It is difficult to
h h f h d
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change the message on account of changed circumstances and contingencies.
These days magazines are trying to shorten the leadtime as much as they can.
Limited Reach and Frequency: Magazines have
limited reach as far as the total number of
households are concerned. To reach a larger
d b l f
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audience, it is necessary to buy a lot of
magazine space.
As their periodicity is either a month or a fortnightor a week, it is difficult to have higher frequency.
To overcome this drawback, a media planner uses
several magazines or adds other media tosupplement magazine ads.
No Sound and Motion: Magazines rely upon the
printed copy and visuals to convey the message, and
l k h d f di i f TV hi h
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lack the sound of radio or motion of TV whichmakes these audio-visual ads greatly effective.
Planning Magazine Advertising
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While planning magazine ads, we have to consider
factors like circulation and readership, ad rates,
placement of ads, special facilities given by the
magazines.
Placements of Ads:
Th d li f i i h l
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Three date-lines are of importance in the placement.The on-sale date is the date on which the magazineappears on the stalls for sale. It indicates whenexactly the readers will first see a specific issue. Thecover date is the date that appears on the cover of the magazines. Mostly, the on-sale date precedes thecover date. Closing date is the deadline by which
the advertisement material must reach themagazines – it is either a few days or a few weeks prior to the on-sale date.
Magazine buying
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Factors affecting the choice of
Magazine are as follows:
1. Circulation and Readership:
Circulation figures indicate the number of people who
will get to see the ad. But circulation for magazines
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keep on fluctuating. The ad rates are based on
guaranteed circulation.
It is the figure of those least number of copies which will bedelivered..
Because the guaranteed circulation is the number of readers advertisers
purchase, it is also known as the Rate Base. i.e. The circulation that
magazines guarantee advertisers in computing advertising costs.
Primary readership of a magazine is thereadership of actual buyers or subscribers.
Secondary readership get to read the
d b h
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magazine as it is passed on by the primary
readers.
Secondary readership is a matter of research. Italways exceeds the circulation. (ABC) Audit Bureau
of Circulation certifies a magazines circulation
2. Magazines Ad Rates:
The rate card shows the rate to be paid
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and production specifications.
It also spells out the agency’s commission policyand provides other relevant information. There are
separate rates for Black and White and colour ads.
The rates increase depending upon the
number of color used. Bleed ad has its
b k d l d ll th
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background color spread all over the pagetill its edges. It carries an extra charge.
Magazines offer a variety of sizes – full-page, half- page, quarter-page ads. Fractions of a page in
several combination can be offered. Gatefold ad
opens like a safe, when its two folds are opened. Itoccupies an extra-wide page.
Run-of-press ads are placed anywhere. The preferred positions are the first-cover, the front
inside cover (second cover), the inside
b k (thi d ) d th t id
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backcover (third cover) and the outside cover (fourth cover). Generally, ads are not sold on
first cover.
Cover ads get more attention, and command higher rates. Preferred position is opposite to the contents,
or near popular editorial features. Even a run-of-
press ad can be made effective by using appropriatecopy and layout.
3. Audience Selectivity. As we noted earlier, the audience niche
reached by a publication is normally
h f l
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the starting point for evaluating a
magazine.
Exposure to a company’s primary target audiences.
Magazines can reach narrowly defined audience
t i ll hi h i
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segments, especially among high – income
households.
There is no question that magazines represent themost efficient means of reaching a significant
segment of affluent prospects.
Furthermore, the majority of this
audience are not heavy users of other
d
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media.
Therefore, when the marketing objective is to reachaffluent customers, magazines will almost always
play a central role in the advertising plan.
For more and more national advertisers, the decisionis not one of deciding between magazine and
television, but rather how to use hem as
complementary media A study commissioned by the
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complementary media. A study commissioned by theMPA found the following:
The combination of print and television producesgreater communication of brand attributes than print
alone or television alone.
The selection of a brand versus its competitors
increases more when print and television are used in
conjunction with each other than when television or
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conjunction with each other than when television or
magazines are used separately.
It is evident that advertisers must plan their
creative strategies and executions to
t th d h th i ti
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strengthen and enhance the communicationobjectives for both media.
The complementary advantages of combiningmagazines and television are greatly reinforced
when creative strategies are complementary for both
media.
4. Availability of demographic and geographic editions.
On a national scale magazine demographic and
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On a national scale, magazine demographic and geographic editions meet the same demands of large
advertisers.
It is very rare that a national magazine does notoffer some type of regional or demographic
breakout of its total circulation.
These special editions are called partial runs and arevery common and important to magazine
advertising.
5. CREDIBILITY .
Many consumer magazines are
id d th l di th it i
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considered the leading authority intheir field.
As we discussed earlier, it is this position of magazines as authoritative sources that led to so
many cross-media spin offs into other media.
Sometimes the relationship between mediacredibility and advertising is direct.
6. COMPATIBLE EDITORIAL ENVIRONMENT
When a person picks up Golf Digest, Glamour,
or PC Computing there is little doubt about
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or PC Computing, there is little doubt about their interests.
Specialized magazines can practically guarantee asynergism between reader and editorial content.
7. READER INVOLVEMENT The average reading time for a consumer
i i 52 i t
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magazine is 52 minutes.
More importantly, the more highly educated areader, the more thoroughly he or she reads a
magazine.
Reader involvement is related to the credibility
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Reader involvement is related to the credibilityand editorial relationship that readers develop with
their favorite magazines.
While not easy to quantify, these factors play a
role in determining in which medium advertisers
will invest their money.
8. Long closing dates Unlike the spontaneity of radio and newspapers,
magazines require a long lead time between
when advertising material must be submitted
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when advertising material must be submitted
and when the ad will run.
For example, a magazine advertisement may run 8 to 10weeks after an advertiser submits it.
This long lead time makes it difficult for advertisers react to
current marketing conditions either in scheduling space or
developing competitive copy. The long closing dates are
one reason why most magazine copy is very general.
9. Ad Banking. While not an inherent disadvantage of all
magazines ad banking is a practice that
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magazines, ad banking is a practice that some advertisers do not like.
Ad banking is the practice of publications such as National Geographic to cluster (or bank) all the advertisements toward the
front and back of the publication. Advertisers fear that banking
creates advertising clutter and makes it less likely that their
advertising will gain high readership. Some advertisers excludesuch publications from their media schedules.
10. Partial – Run Magazine Editions
When an advertiser buys the entire
circulation of a magazine it is known
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circulation of a magazine, it is knownas buying the full-run edition.
The demand for even more selective audiencedelineation has required magazines to provide
advertisers with special audience segments within
their total circulation.
These less-than-full-run buys are called
partial-runs. Among the more common
partial run editions are:
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partial-run editions are:
Demographic Editions. Major magazinesroutinely offer advertisers those ZIP codes with the
highest average income. Advertisements can limit
their ads to subscribers in those areas.
Vocational Editions. A magazine mayidentify professionals or executives
among its readers and allow
d ti t h ti l
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advertisers to purchase a partial-run
directed only at these readers.
Geographic edition
The oldest, and still most available,
form of partial run is the geographic
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form of partial-run is the geographicedition.
Depending on the publication, a magazine may offer a combination of city, state, or regional editions.
One advantage of geographic editions is that
they can be used for both subscriptions and
newsstand sales whereas both demographic and
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newsstand sales, whereas both demographic and vocational editions are confined to subscribers.
It is extremely common for even relatively smallcirculation magazines to offer some form of partial-
run advertising.
Split-Run Editions
It is a special form of the partial-run edition Split-
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It is a special form of the partial-run edition. Split-run editions normally are used by both advertisers
and publishers for testing purposes.
The simplest form of split-run test is where anadvertiser buys a regional edition( a full-run is
usually not bought because of the expense) and runs
different advertisements in every other issue.
Each advertisement is the same size
and runs in the same position in the
publication
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publication.
The only difference is the element being tested. Itmay be a different headline, illustration, product
benefit or even price.
Partial-run and split run editions offer anumber of benefits to advertisers.
1. Geographic editions allow advertisers to offer
products only in areas where they are sold
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products only in areas where they are sold.
2. Partial-run can localize advertising and supportdealers or special offers from one region to another.
As advertisers, increasingly adopt local and regional
strategies, the partial-run advantages will becomeeven more apparent.
3. Split-run advertisement allowsadvertisers to test various elements of a
campaign in a realistic environment
before embarking on a national rollout
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before embarking on a national rollout.
4. Regional editions allow national advertisers todevelop closer ties with their retailers by listing
regional outlets. This strategy also provides helpful
information to consumers for products that lack widespread distribution.
Partial-run editions also have
disadvantages:
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1. CPM levels are usually much more expensivethan full-run advertising in the same publication and
close dates can be as much as a month earlier than
other advertising.
2. In the case of demographic editions, the lack of news stand distribution for these
advertisements can be a major disadvantage if
single-copy sales are significant for thebl
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single copy sales are significant for the publication.
3. Some publications bank their partial-runadvertising in a special section set aside for such
material.
Various Kinds of rebates, discounts and rates offered in magazine buys
Frequency & Volume discounts : Discounts based
on total time or space bought, usually within a year.
Also called bulk discounts
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Also called bulk discounts.
Other discounts such as continuity discounts for
advertisers who agree to advertise at a certain rate
over a period of time, usually 2 years. Remnant Space: Unsold advertising space in
geographic or demographic editions. It is offered to
advertisers at a significant discount.
Radio Advertising:
Commercial radio in the Indian context has
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Commercial radio in the Indian context has
certain inherent characteristics. Its strengths lies
in:
Offering local coverage on its medium wave
channels;
Permeating all economic and social strata,
thereby reaching the masses;
Various formats. Radio is
Radio
Strengths & Weaknesses:
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Special audiences.
Inexpensive – Affordable frequency
– Affordable production
Reaches mobile market
Scheduling & creative
flexibility Immediacy
Radio iscluttered
• Radio spots are
fleeting
Its daily frequency, offering scope for continued messages;
Broadcasting throughout the day so that messagemay be repeatedly broadcast;
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Broadcasting throughout the day so that messagemay be repeatedly broadcast;
Reaching un-educated village folk who do notread print publication
BUYING RADIO
Before radio salespeople can convince clients to buy
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Before radio salespeople can convince clients to buythe medium, they must put themselves in the place
of individual clients to determine how radio will
accomplish their marketing and advertising goals.
Generally, radio accomplished one of threefunctions for an advertiser:
It supplemented other media to add weight to a
schedule. It is particularly valuable for special sales
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schedule. It is particularly valuable for special salesor to react to unanticipated marketing conditions.
Radio was valuable as a niche medium. As we have
seen, radio often reaches market segments that arenot heavy users of other media. For example, for
many teenagers radio is the primary medium, while
print is very ineffective.
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Unless radio can create a value to the
other media, it is unlikely it will be a
part of media schedule
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part of media schedule.
Fortunately, radio offers unique characteristics thatwill allow it to be considered for at least a secondary
role in the advertising plans of virtually all
advertisers.
Radio Creativity and Flexibility
Unlike other out-of-home messages, radio commercials are not static
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g , but can be changed almost immediately to reflect different marketconditions or new competition.
The personal nature of radio, combined with its flexibility and
creativity, makes it a powerful medium for all types of advertisers and product categories.
One of radio’s greatest strengths is its flexibility. Copy changes can be made very quickly. When marketing conditions suddenly change,you can react instantly with radio.
The short lead time in production and copy changes is an enormous benefit to advertisers who may need last-minute adjustments to their sales messages.
The ability to anticipate or react to changing
conditions cannot be underestimated.
The simplicity of radio can be a major advantage in
making tactical marketing decisions.
Radio’s sense of immediately and flexibility all at
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Radio s sense of immediately and flexibility, all at
a cost within the budget of even the smallest
advertiser, has made it an important part of the
strategy of many advertisers.
Television Buying
Television Rating Point: TV advertisers eveluate the
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Television Rating Point: TV advertisers eveluate the
medium according to the delivery of certain target
audiences. In the case of networks and large affiliates,
advertisers tend to look for exposure to fairly broadaudience segments. The basic measure of television of
Television is the rating point. The rating expressed as a
percentage of some population (Usually TV households),
gives the advertiser a measure of coverage based on the potential of the market.
1. Share of audience:
Although the rating is the basic audience-
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g g
measurement statistic for TV, another measure, the
share of audience ( or simple, share), is often used to
determine the success of a show.
The share is defined as the percentage of
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p ghouseholds using television that are
watching a particular show.
It is used by advertisers to determine how a
show is doing against its direct competition.
2. Up-Front and scatter Buys:
Purchase of TV time by advertisers during the first
offering for the coming season by networks.
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o e g o t e co g seaso by etwo s.
Among the major up-front trends are:
1. Greater demand for time
2. Agency using computer models called
optimizers which provides additional data to major
prime-time advertisers, which gives them
confidence to spread their budget.
3. Globalization
4. Special events
The up-front season is followed by a second phase known
as scatter plan buys. Scatter plans are usually bought on a
quarterly basis throughout the year.
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They are designed for larger advertisers who want to take
advantage of changing marketing conditions or, more often,
for smaller advertisers who are shut out of upfront buys.
Generally, scatter plans will sell at a higher CPM than up-
front spots because there is less time inventory and smaller
advertisers do not have the leveraged to negotiate the CPM
levels of larger networks.
3. Negotiation:
N i i i h k h T l i i b i
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Negotiation is the key to the Television buying.
Since each advertising package is unique to a
particular advertiser, there are no rate cards for network television advertising.
In Negotiation process advertisers negotiate for timeacross a number of Television options.
4. Spot Television Or Spot Buys
When national advertisers buy from local or
regional stations, the practice is known as spot
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g , p p
television or spot buys. i.e. purchase of time from
a local or regional station, in contrast to
purchasing from a national network.
The term comes from the fact that advertisers are
spotting their advertising in certain markets as
contrasted to the blanket coverage offered by network
schedules.
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The primary disadvantages of spot television arethat it requires a great deal more planning and
paperwork than National Network since each market
must be bought on a one-to-one basis and it is morecostly on a CPM basis than National Network buys.
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3. Spot buys allow network advertisers to
control for uneven network ratings on a market-
by-market basis.
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y
4. National advertisers can use spot to supportretails and provide localization for special marketing
circumstances.
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6. Run of Schedule (ROS)
An advertiser can earn a lower rate by permitting a
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An advertiser can earn a lower rate by permitting a
channel to run commercials at its convenience
whenever time is available rather than in a special
position.
7. Product protection:
Every advertiser wants to keep the advertising of
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y p gcompetitive products as far away from its commercials as
possible.
This brings up the question of what protection againstcompetition an ad will get.
Although some station say that they will try to keepcompeting commercials 5 to 10 minutes apart, andguarantee that they will not run them back to back.
8. Stripping:
Scheduling a syndicated program on a five-day-
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g y p g y
per-week basis. That is, they will run “Jassi” or
“Desh-Videsh”, Monday through Friday in the
same time slot.
This practice is called stripping since the show is
stripped across a time period.
It is cost efficient to buy fewer shows for multi-
showings and allows a station to build a
consistent audience for selling commercials topotential advertisers
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f g potential advertisers.
Channels do not want huge rating or audiencecomposition swings from one day to another.
Merits and Demerits of TV
Advertising
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Special Merits of TV:
TV has immense impact : No other medium canever complete TV as far as effective presentation
is concerned. It attracts attention immediately.
Computer graphics has made it still more
effective.
It arouses interest in the product. In printads these two steps require deliberation
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ads, these two steps require deliberation.
Here it comes spontaneously. TVcommercials and sponsored programmesare impactive; even when the viewer istemporarily not before the set.
Excellent Quality of Production: TV’s sponsored programmes and DD programmes have
been improving in terms of quality content wise as well
as product wise consistently over a period of time.
The agency exercises overall supervision. We have cadreof TV producers now Sometimes the movie moghuls
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of TV producers now. Sometimes the movie moghuls
themselves produce a TV serial (e.g. Sagar produced
Ramayana and B. R. Copra the Mahabharat). So skilled
hands this medium.
Some sponsored programmes are lavishly made. They
do a lot of outdoor shooting. But most of the
programmes are indoor shot programmes.
Familiar, Friendly Voices: Here the models are all
familiar and their presence is reassuring. The audience likesthe face, and welcomes it. We thus see Karan Lunel, MayaAlagh, Malavika, Suchitra Krishnamurthy, KavitaChowdhary (Lalitaji) Kittoo (Kaushalya) Gidwani, Juhi
Chawla. After all, it is an entertainment medium. The modelattracts attention in his or her own right It adds to our
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attracts attention in his or her own right. It adds to our pleasure. This is a distinct advantage of TV.
Retailers also watch TV : Both consumers and
distributors are TV viewers. The retailers might miss out theads in print media. But they are exposed to TV ads. Thusthey fell inclined to stock these products. Nand KishoreKhanna & Sons, a local firm making Homacol liquid soap
has definitely improved its distribution after TV advertising.The single medium does a double job.
It is a Comprehensive Technique: In TV, there is a
unique blend of sight, colour, movement, sound, timing,
repetition and presentation in the home. Put together it has
more attributes than any other medium. It, therefore,
produces quick results. Only the product should be anationally marketed consumer product.
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Evocation of Experience: it stimulates the experience
of using and owning the product.
Demonstration: Product benefits can be shown most
effectively by TV. Benefits may accrue over a period of
time. But by using the technique of time compression,
product benefits can be shown in a 10 second spot.
Creative use of Environment and Mental Make-up of
Viewers: The editorial environment of a sponsored programme can be creatively used to produce a commercial, e.g., circus artistes can beshown using ACTION shoes before the teleserial of CIRCUS.
Animation: It is possible to vest the product/logo with human
qualities. Animated characters do not alienate us. Image Building : TV succeeds in building a powerful image of the
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g g g p gcompany and its products. It can also project an image of the usersrendering it excellent for life-style advertising.
Emotional Content :TV triggers off nostalgia, tenderness,
generosity kindness and such other emotions. The special effectsenhance the impact. ‘You have to be extremely genuine on TV. Theslightest put-up is easily captured on the camera’-Amin Sayani whilespeaking to Alyque in Dream Merchants.
Special Demerits of TV Ads It takes time to produce commercials and
sponsored programmes: This medium requires
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planning and deliberation. The consent for
sponsorship is hard to come by. It lacks the
flexibility of press and radio. If not rightly produced, the ads look very crude. But once
produced as per our requirements, these ads can be
repeated over a period of time (Nirma ad).
It is a transient medium: Here the commercial
flickers for a few seconds and goes off the air. We
work over hard with insistent jingles and repeated
sales message. Sometimes, the commercial is
repeated frequently. TV ads alone may not beffi i Th d i d i h di
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sufficient. They need supportive ads in other media.
More than one or two spots are necessary to be as
noticeable as one insertion in print.
Time gap to purchasing : If TV advertisement sinks into
the mind, it is okay. But otherwise, a mind that is well prepared for buying a certain product cannot do soimmediately because there is a night to go by and only nextmorning the action can be taken. By that times, we mightnot have kept, the product in mind.
The ‘buy now’ pressure exerted on the TV viewers is totallywasted because the stimulus is often lost by the following
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wasted because the stimulus is often lost by the followingmorning. This is one of the reason why TV needs a veryhigh frequency to sustain the impact.
An immobile medium: Radio can be listened to either incar or while walking. Newspapers are read in locals, inoffices and at many other locations. Right now, TV iswatched only at home. It requires a captive audience. It
penetrates the home. This is an advantage as well as adisadvantage.
Difficult to gain enquiries: TV restricts itself to typical
purchases. Detailed enquiries cannot come. It is difficult tonote either the telephone number or the address.
Another major problem is that too much is compressed in aTV commercial lasting for a few seconds. It is a digest, and
is easily assimilated and absorbed. At first viewing, there isnovelty But on absorption this wears off On repeated
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novelty. But on absorption, this wears off. On repeatedviewing, it becomes monotonous. Everything is anticipated.This problem can be overcome if we can serialize a
commercial. It is better to produce several less ambitiousfilms than to produce one super production. Slight changesmake all the difference in results.
Time Constraint : In a few seconds, we can put forward
only one selling proposition.
Production Costs: Cost of producing a commercial is
high as compared to costs of the print production. The paying capacity of the client, the prevailing rates in themarket, the nature of the product, and the commercialvalues of the programme that accompanies the commercialdetermine the final production cost.
Hardware Capability: The T.V. set of the viewer and itstechnical capabilit determine the o erall impact of the
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technical capability determine the overall impact of thecommercial. Cinema can afford the luxury of long shots, butnot a T.V commercial. All commercials should be tested in
real life situations, mostly on portable B & W sets. Thecolour reproduction is controlled in the print media, but oncolour T.V. set the capability of the set itself determines thecolour reproduction.
Statutory Controls: T.V. commercials have to conformto a broadcast code strictly.
Fragmentation of Audiences: All channels have a
diversity of programs to attract viewers. They intend
to penetrate the viewers of other channels by a
diverse program mix. This channels penetration at
the same time gives program options. This naturallyleads to fragmentation of audiences and lower
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leads to fragmentation of audiences and lower
regularities of viewership. I is difficult to convey a
message in such a situation. It can prove a blessingin disguise for the print media. The relationship with
T.V. is extremely flirtatious.
Effect of Clutter : the viewership of commercials
is less than the viewership of the programme whichaccompanies them. The lengthier the chain of commercials, the less is the viewership. Several
studies in India have shown that the total audiencefor commercial for an average T.V. programme is
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substantially lower than that of the programme,sometimes below over 50 per cent. The figure is
further eroded due to a large passive audiences of the total commercial audience. The duration of acommercial does not seem to play a significant rolein brand name recall. Top rate programmes on anychannels have high clutter leading to poor andrecall.
1. Network television advertising :Network
audience continues to decline slightly after a decade
of significant slippage. However, network
advertising still delivers a huge audience, especially
for top-rated shows. Network television is a mediumf h
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for heavy
hitters.
Fewer than 700 companies use network television,
and the top 10 network
advertiser is willing g to I vest millions of dollars,
network advertising is probably not a
viable option.
2. Local and cable advertising :
The proliferation of nonnetwork options has made
television a practical alternative for many
advertisers formerly shut out of the medium.
However, many (most) of theses options draw very
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, y ( ) p y
small audience. On a CPM basis advertising
independent stations local cable outlets and many
cable networks are paying a premium for the
viewers they reach.
In some cases audience selectively partially offsets
this high CPM. In other cases, advertisers simply are
lured by the glamour of television without
realistically figuring its cost.
Impact Fleeting
Television
Strengths Weaknesses:
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Impact
Market coverage
Intrusive Flexible
Cost-efficient (CPM)
Prestigious
g
Expensive – Big shows.
Big Bucks. – Production can
be expensive
Best shows havelimited availability
VIDEO
Advantages of Video as an Advertising Medium
1. Cost. It is mush cheaper than TV. While a 10 sec spot on the
National Network in the 9 pm slot costs Rs. 90,000, thecomparative cost on a video cassette works out to be just rs.
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6,000. According to a study done a 30 sec spot per thousand
viewers on video costs merely Rs. 6 compared to Rs. 11 and
Rs. 13 on TV and Cinema. 2. Segmentation. Video offers segmentation depending upon
the type of movies and languages. An English movie will have
a different clientele than a Marathi or a Hindi one while the
profile of viewers of Newstrack would be different from theclientele for star buzz.
3. Situational Advertising. It is possible to insert an ad
before or after as appropriate situation. For eg. KaranKapoor’s Bombay Dying spot appeared just before he madean entry in his maiden film Loha, while the Burnol spotsshown just when a character in the film suffered burns.
4. Coverage. Video has been used effectively by companiesapproaching the rural market. Armed with video cassettes of films and commercials of their product (called video yatra)
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films and commercials of their product (called video yatra)they have captivated the rural audience. The number of video sets is also on the increase. A survey done by Mode
Services in mid 87 puts the numbers at 1.8 million. Each Agrade movie is transferred to about 10 to 20 thousandscassettes. Some movies such as Shahenshah had 70 to 90thousands copies. This ensures a wide coverage.
Limitations of video as an Advertising Medium 1. Zapping. The fast forward control has been a problem area for a
advertisers. to overcome this computers have been used to super impose ads on the frame of the film itself.
2. Short Life. A large number of films are released every month and
the life of a new film is somewhere between one week and twomonths. At the end of this period the pirated cassettes will have someanother films taped on them Thus while new films have large
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another films taped on them. Thus while new films have largeviewership and are ideal for a number of campaign, several media
planners prefer old evergreen films for long term objectives
3. Variety. Though there are several video magazines the ads are more popular in film based cassettes. This limits the market penetration inup-market segments. The alternative is the English feature filmswhich can reach the up- market consumers. But the poor quality of films imported by the National Film Development corporation
(NFDC) has been a handicap.
4. Interference with Entertainment. Too much
advertising on video has a nuisance value especially
ads superimposed on the movie
5. Boredom Watching the same as again and again
leads to boredom and negative appeal.
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6. Pirated Cassettes. This can be termed as an
advantage since more people watch the cassette than
originally paid for. But in most of these films theads are edited poorly which may spoil the image of
the product.
8. OUTDOOR ADVERTISING Out-of home media include outdoor posters (Billboards,
Painted Bulletins and on-and-of premise signs of alldescriptions Whatever may be the slight difference in the
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descriptions. Whatever may be the slight difference in the
interpretation, all outdoor ads have no editorial vehicle to
carry the messages.
The viewer has to incur no expenditure, nor has he to
make any effort to see an outdoor advertising, where as
this is not so with other media. An ad message is not
brought to the audience, it is audience who go themessage, though they view it in the course of their other
activities.
Outdoor ads offer repeat opportunities for looking at
the ad messages, either at the same place on an
identical Billboard at another location.
Only such Billboards are qualified as outdoor
media. Roadside and on premises devices, which arenot of standard sizes and/or designs are not
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not of standard sizes and/or designs, are not
classified strictly as outdoor ad. They are referred to
as signs. These media can at the best be called Out-of Home (OOH) media.
What is a Billboard? Outdoor advertising is mostly Billboard
advertising. The first use of this advertising was inti th t i l Th l bill
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promoting theatrical programmes. The playbill
was pasted outside the theatre, so that passerby
could see it. This was done to promote attendanceat these theatrical performances, and was no doubt
a primitive form of advertising; but it is existence
even today. The “bills” were pasted on walls,fences or on boards around the town.
The following are the advantages of theoutdoor media The outdoor offers long life. With proper
placement, a broad base of exposure is possible in
local markets, with both day & night presence. So,it will yield high levels of reach
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it will yield high levels of reach. Frequency of high levels is also established because
purchase cycles are typically for 30-days periods,and hence consumers are usually exposed a number of times.
It offers geographic selectivity. Local, regional or
even national markets may be covered. It may be placed along highways, near stores, importanttraffic intersections or on mobile billboards.
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The outdoor offers impact and can thus create high levels of
awareness. Shoppers are exposed to last minute reminders by outdoor advertising when they are driving down to the
stores or a shopping centre. Outdoor displays are in large
size and in bright colour, and have a provocative message-
all of which make a good impact on prospective customers.
O td d ti i ll f h d li di l f th
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Outdoor advertising allows for a psychedelic display of the
product, trademark and slogan.
Life-like Visuals and Lifestyle Advertising: Newtechnology makes it easier to advertise the branch on
hoardings. It reinforces the TV and Print advertising.
Outdoor alone among all other media generates for the local
governments and civic bodies.
Disadvantages of outdoor media Waste Coverage: While it is possible to reach
specific audiences, in many cases the purchase
of outdoor results in a high degree of wastecoverage It is not likely that everyone going
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coverage. It is not likely that everyone going
past it is a part of the target market.
Limited message capabilities: Because of thespeed with which most people pass by outdoor
ads, exposure time is short, so messages are
limited to a few words and/or an illustration.Lengthy appeals are not likely to be effective.
Wearout: Because of the high frequency of exposures, outdoor may lead to a quick
wearout. People are likely to get tired of
seeing the same ad every day. Measurement problems: The accuracy of
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p y
measuring reach, frequency and other effects
is a problem.
Additional Out-of-home Media Aerial Advertising: Skywriting, airplanes
pulling banners and blimps constitute for
another form of outdoor advertising. Thesemedia are useful in reaching specific target
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media are useful in reaching specific target
markets.
Mobile Billboards: This is another popular form of outdoor media. Costs depend on the
area and the fees for the mobile board.
Transit Advertising Transit advertising encompasses a number of
formats and distinctly different advertising vehicles.Among the major forms of transit advertising are the
following: Bus exteriors
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Taxi exteriors Bus and commuter rail interiors
Commuter station posters Miscellaneous displays such as terminal clocks and
air terminal posters The king-sized posters dominate bus advertising
space and are the most used format for both nationaland local transit advertisers.
Transit provides a number of advantages toadvertisers and, although still a small medium
by total advertising standards, has grown at asignificant rate in the past several years.Estimated revenues for transit areapproximately $300 million. The popularity of transit advertising are due to a number of
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gfactors:
Transit prices have low overall cost and CPM levels. Transit prices are even lower thantraditional outdoor, less than $1 CPM in manymarkets.
Transit reaches prospects in the market placeand is attracting an increasingly upscaleaudience as public transportation becomesmore popular in many cities.
In the case of interior signs, advertisers arereaching a captive audience of riders whoaverage almost 20 minutes per trip. The natureof transit audience allows somewhat longer
messages than outdoor signs. Creative opportunities are increasing. TheNew York subway system recently approved a
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New York subway system recently approved a plan to install lighted station posters that were
purchased by major advertisers such as THEGAP AND CALVIN The repetitive nature of the transit audience quickly
builds high levels of frequency over relatively short periods.
Transit advertising provides a low-costoption for reaching a mobile, urban
audience. With likelihood that mass transit
will be more popular in the coming years;the growth of transit advertising is assured.
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g g
Added to its ability to reach this audience is
the fact that municipal governments areseeking new sources of revenue and transit
advertising rental space is one that is readily
available.
Types of transit advertising Interior cards or car cards
Exterior posters Station, Platform and Terminal Poster
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Bus and Railway Tickets
Interior Cards or Car Cards. Buses and subways
usually have overhead and wall mountings for advertising. Local trains also have advertising space
on their walls. These are specially useful when
catering for specific target group such as women.
The ads can be placed inside the women’s
compartments of the local trains Unlike the posters
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compartments of the local trains. Unlike the posters
which cannot be read at length, commuters in train
have ample time to read the ad. And therefore alonger copy can be used. Situational-specific
advertising can also be used, for instance Godrej has
used car cards very effectively. Car may be spoilt
and disfigured by mischievous youngsters.
The train route is drawn and below that the product is advertised. This ensures that
commuters referring to the map will notice the
product for its marvel soap. Godrej used the ad
line “After the hot sticky journey you need the
creamy freshness of Marvel ”
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creamy freshness of Marvel.
The main disadvantage of this medium is that
the ads environment is not pleasing for most
commuters and is not a very pleasurable
experience. This may put them in hostile frame
of mind.
Exterior Posters. Buses also have display adson the outside space. Trains are painted with
the messages of advertisers and so are cabs.
The outside posters may appear on yhe sides, backs, and/or roofs of buses, taxis, trains and
b
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subway cars.
The increasing sophistication of this medium
is visibly seen in this form of advertising
through innovative techniques such as
animation, vibrant colors, and lighting.
Space is sold in blocks of time, with cost
dependent on the neighborhood it travels.
This medium is not useful during the rainy
season as maintenance cost increases. It has alsonot succeeded in rural areas and semi-urban areas
where the state transport buses ply. This is
because the roads are so dusty that the buses getvery dirty and the advertised message loses its
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appeal.
Stations, Platform, and Terminal Posters: Floor displays, electronic signs and other forms of
advertising that appear in train or subway
stations, airline terminals, and the like forms of
transit advertising. They can be made in a veryattractive manner so as to get the attention of the
audiences.
Advantages & Disadvantages of Transit
Advertising
1. Exposure: Long length of exposure. The long
drive will expose the message for a long time
and thus allowing more exposure time to a
captive audience
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captive audience.
2. Frequency: Since daily routines are standard,
audiences will be exposed to the message
repeatedly.
3. Timeliness: An ad promoting a product or
service at a particular area could be a verytimely communication.
4. Geographic selectivity: Transit advertising canreach a very select section of the population.
5. Cost: Transit advertising tends to be one of the
least expensive media.Disadvantages :
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1. Image Factors
2. Reach3. Waste Coverage
4. Mood of the audience
Direct Response Direct-response advertising can reach virtually any
demographic, product user, or even lifestyle segments
with extreme accuracy. It is a medium particularly
attuned to the target marketing philosophy of the 1990sand has shown significant growth in the past decade.
Ad f Di Ad i i
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Advantages of Direct Advertising
1. Market Segmentation. It is possible to
prepare mailing list spread across different
geographical areas depending upon your target
market. This is specially useful in India where
people speak different language and come fromacross cultural backgrounds.
2. Personal Touch. Direct ad has personal
touch and that appeal to consumers. It is
possible to select from mailing lists and
addresses letters individually. Reading every
name on the cover and several times in theletter flatters the consumer and creates the
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letter flatters the consumer and creates the
right atmosphere to sell the product idea.
3. Complete attention. Unlike TV where adsis mixed with entertaining and newspaper
where it is read along serious news, direct ads
is read with minimum distractions.
4. Flexibility. Unlike the print medium where thead is constrained by limitations of size and space
available, literature in direct ad can come in
different forms, shapes and sizes.
5. Testing the Advertisement. It is the most
appropriate method of testing effectiveness by
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appropriate method of testing effectiveness by
“keying” different mailers. It is possible to
measures which ad got the maximum response. 6. Confidentiality. It is possible to control the
type of audience that will be exposed to your ad
message. This ensures relative secrecy and it is possible to keep the rivals guessing about your
sales pitch.
7. An Aid to Sales People. A direct mailer
preceded by a sales persons visit makes it easier
for the sales person.
8. Industrial Advertising. Direct mailers are useful
while advertising industrial products which can be explained in detail in categories.
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p g
9. Local Advertising. This medium is used by a
local advertiser such as retailers, tuition andcoaching classes, gyms and hobby classes. The
opening of new outlets, discount sales and other
special offers are also made using this medium.
10. Economical. When the market is small and can be
identical it is useful to use this medium.
11. Legal Restrictions. MRTP and other legal
restrictions disallow advertising by pharmaceutical
companies for products other than OTC for exampleCrocin or Vicks VapoRub. Professionals such as
d t d l l t d ti th i
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doctors and lawyers also cannot advertise their
services. Such classes of advertisers find direct
advertising most suitable.
Limitations of Direct Advertising
Mailing List. The success of direct ad depends
upon the mailing list. If the mailing list is
comprehensive and complete and it reaches thetarget market it can be effective. In India with
limitations of comp ter facilities and acc rate
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limitations of computer facilities and accurate
secondary data about consumers’ demographic
profile it is difficult to prepare a suitablemailing list.
Cost: Cost per thousand is definitely more
expensive than other media that is when largenumbers of people have to be reached this
medium is not suitable.
Reader Involvement: When too many mailersare received reader involvement reduces and
they tend to throw away the sales letters even
before opening them.
Cost of Production: Brochures and catalogues
produced in colour on art paper can be very
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produced in colour on art-paper can be very
expensive and cannot be used by small firms.
Point-of-purchase advertising Point-of-purchase advertising (POP) is an essential
part of any sales promotion strategy for products
sold through stores. It provides a final, all-important
step in the process of capitalizing on brandawareness and influencing individual purchasing
d i i
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decisions.
POP advertising is both a part of the integrated
marketing mix and an impulse stimulant. What sets
POP advertising apart from other forms of
promotional activity is its ability to influence the
purchasing decision at the very moment theconsumer is selecting a product.
That distinction is reflected in the following
definition of POP from the Point-of-Purchase
Advertising Institute (POPAI): Displays,
signs, structures, and devices that are
promotional, and are used to identify,advertise, or merchandise an outlet, service, or
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, , ,
product and serve as an aid to retail selling.
The key word here is promotional. Merelystocking a shelf with soap or cereal doesn't
make for POP. Nor does a sign that says "Meat
Department."
But within POP (sometimes known as point-of-sale
advertising) are dozens of bright, colorful,
sometimes zany items used to encourage the sale of
individual brands, product lines, or even entire
product categories. MAJOR TYPES OF POP
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1. Signs differ from displays in that the messages on
them are more general. They may serve notice that agiven brand is being promoted or simply direct
shoppers to an area of the store where a product is
on sale. Signs attached to a display may include
price or other information about the product.
Shelf media, such as shelf-talkers and shelf strips, may be
attached to existing fixtures, and they don't take up preciousfloor, wall, or counter space.
2. Windows Displays.
These are very popular methods used by chemists’department stores showrooms. In fact the term “Window
Shopping” has been used to describe “the pull“these
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Shopping has been used to describe the pull these
attractive window-displays exert on every passes-by.
Window display contents are used by manufactures to promote retailers to display their products attractively. At
present Wipro’s BabyCare product have grabbed window
displays at chemists outlets.
3. Displays Cards.
These are elaborate cut-out models that are placed
outside the retail outlet or placed near the cash-
counters.
Frooti, a tetra bricks pack soft drink used thismedium effectively.
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Huge cut-outs of the model drinking Frooti were
placed besides boxes filled with hay and foorti packs. This gave an impression that Foorti was as fresh as
mangoes.
4. Wall Displays. Here the folders may be stringed placed across the wall
5. Merchandising of Racks and Cases. The manufactures
may supply the display racks for their products. The round
jar of Cadbury’s Eclairs placed besides the cash counters
the racks to display Maggi Soups and the huge hamper
with Maggi Noodles swinging at the doorway of the retail
outlets are striking examples.
6 In store Commercials This is the latest form of P O P
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6. In store Commercials. This is the latest form of P.O.P
advertising. The commercials are viewed by consumers
within the store and act as sales people trying to effect asale. Electronically operated display panels near cash
counters or small screens near shelf-spaces can be used to
exhibit the commercials. These are common in
supermarkets.
Advantages of P.O.P Advertising 1. It is the last advertising opportunity before the
purchase and therefore the manufactures has to
hardsell.
2. The P.O.P material is generally similar to the press
and TV advertisements and therefore acts as a
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and TV advertisements and therefore acts as a
reminder of mass advertising.
3. It provides information and identification of the brand its image.
4. the most important advantage is that it increases the
sales turnover and makes their outlets attractive.
5.Retailers recognize the value of P.O.P as it increases the
sales turnover and makes their outlets attractive.
6. Sales promotion contents can be successful by P.O.P
material, for example: A retailer may display the latest
Pepsi promotional campaign.7. At times it can be economical and convenient for the
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retailer to use P.O.P material, for Example: A
manufacturer may be willing to supply one with
advertising for his brand, at a cost lower than a retailer
would pay for one without advertising. In short P.O.P
advertising acts as a dealer aid as well as stimulant for
consumers
8. Manufacturers need not depend upon retailers to
push their brands as the P.O.P acts as a pulltechnique.
9. As organized retail such as Big Bazar increases,
self service will become the order of the day.This increases the importance of P.O.P
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advertising.
Limitations of P.O.P Advertising
1. With growing competition manufactures are
fighting for limited retail spaces. This increasesthe clout of retailers.
2. P.O.P material is useful only when it is placed
at a high level or in an attractive manner. This
may not be always possible.
3. A clutter of too many P.O.P materials may
confuse the consumer.
4 Retailers are not too bothered about installing
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4. Retailers are not too bothered about installing
the display and when one salesman installs the
P.O.P materials, the next salesman from thenext sales firm replaces the display with his
own. This limits the life of the P.O.P materials.
5. Wall displays and signs may get damaged or may deteriorate.
6.Display racks may misused by stocking it with
competitive merchandise
7. Retailers usually do not pay for P.O.P
material and therefore may not use it correctly
and effectively.
8 Large manufacturers having a long term
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8. Large manufacturers having a long term
relationship with the retailers and financial
clout may enjoy premium places for their displays to the disadvantage of smaller
manufacturers
Internet as an emerging medium
in India The internet is one of the emerging mediums in
India as of today. Like many other media it too
has its advantages and disadvantages in the
below mentioned areas:
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below mentioned areas:
Advantages:
Effective targeting – the internet as a medium
poses an advantage in this aspect as the kind of
people visiting a site or surfing the web can be
determined and defined much better and easier
then other mediums. However, one must
remember that majority of the people on the net
are educated and from urban backgrounds. So it
makes sense only for those who are looking at
this target audience to advertise on the net.
Eg. It doesn’t make much sense for lifebuoy to
advertise on the net.
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Flexibility of execution - theoretically, internet
as a medium provides one with a good amount
of flexibility of execution. One can
communicate its message in the form of printor one can create a whole audio-visual
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Growth: However in future one expects the medium to
grow across sections of society. The Internet is the
ultimate research tool, with its ability to measure exactly
how many people used the medium and or purchased a
product The Internet is among the most flexible media,with an ability to immediately change copy in reaction to
market and competitive conditions.
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market and competitive conditions.
Reach: one of the main advantages of the medium is that it
exposes you to the world. The knowledge you can obtainfrom the internet is close to infinite. Anyone in the world
can see your website; see your ad [even if it is a little
banner on a small site]. It is also a medium where you can
communicate to a specific target audience.
Cheaper medium to advertise: It is a relatively
cheaper medium to advertise.
Disadvantages:
To this point, the Internet is mostly promise rather
than performance. It is difficult to determine theeffectiveness of the service because it is largely
experimental in a commercial sense
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experimental in a commercial sense.
Connectivity with respect to India – this is one of
the main disadvantages of advertising on this
medium. Its presence in the rural areas is nonexistent
and in the urban areas a lot is left to be desired
Despite the growing popularity of the Internet as a means
of informal communication, many consumers are still
reluctant to use the service for purchasing products and
services. In particular, consumers seem reluctant to give
their credit card numbers over the Internet, even though
secure sites are available.
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The sheer number of commercial and non-commercial web
sites makes it difficult for consumers to know what isavailable or, once know, have much time to spend with any
single site.
The limitations are that it is not widespread in
the country. It is almost redundant for rural
advertising. The fact that you cannot do more
than animations of a website is a
disadvantage. There are several other disadvantages but over
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g
a period of time this medium is bound to