Advertising mediaA source to deliver the advertising message

It helps to carry the idea or message of the “Advertiser” to the masses or target group

Media Planning Media planning refers to an analytical method for

taking media decisions and describes the process of taking the message across to the target audience at the right time and place, and using the right media vehicle

Questions???????

1. what is our target audience and how to reach it?

2. How many time should we reach it?

3. When should we reach it?

4. Where should we reach it?

5. At what cost should we reach it?

“Media planning is the process designing a course of action that shows how advertising funds will be used in purchasing time and space and how they all should be utilized to contribute for achieving different objectives of advertising”

“Media planning means taking decisions about the selection of a media type and the media vehicle”

MEDIA PLANNING To decide which media to use

To decide which specific media vehicle to use

To decide how to use the media

To decide when to use them

To decide where to use them

Good reach ability

Attractive

Cost-effective

Mathematical model Liner programming

Inter-action

Simulation models

Concept Of Media Planning• Situation

• Marketing objective

• Marketing strategy

• Action plan

Marketing plan

• Promotional strategy

• Advertising objectives

• Advertising strategy

• Creative execution budget

Advertising plan

• Media objectives

• Media strategy

• Media vehicles

• Media schedule

Media plan

Different method of advertising media

Media of advertisement

Printer press media

NewspapersMagazines &

journal

Broad cast media

Radio Television

Print media NEWS PAPER ADVERTISING

MAGAZINE &JOURNALS

Newspaper AdvertisingPreferred media for local advertising of retailers

Also a media for business advertising, corporate advertising, financial advertising, legal notice and social advertising

Newspaper Advertising

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Local market circulation and readership make newspapers an attractive medium.

1. Newspapers are ideal for a “key market” media strategy.

2. Newspapers are attractive to national advertisers, and national and local retailers.

3. Newspapers offer “merchandising” opportunities.

FEATURES Types

Page size

Audience

Market

Types of news paper advertising Co-operative advertising

Classified ads

Pre-printed ads

Planning newspaper ad Circulation and readership

Newspaper ad rate

Placing the ad in the newspapers

Disadvantages of newspapers Having a very short life

Limited coverage

Advertisement may go unnoticed

Suffer s from literacy barrier

Lack of art work

Lack of drama &emotion

Demonstration of product features not effective

Overtaken by TV in speed

Average time devoted to news paper reading is very low

Advantages1. It is flexible &timely

2. High choice of market

3. Repetitive value

4. Prompt response

5. Message received at home in a relaxed atmosphere

6. Trusted

7. Regular attention

8. Detailed coverage

9. Written words has more credibility

10. Reader loyalty

Magazine Advertising

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Magazines are excellent at targeting precisely defined audiences.

1. Magazines are a “class” medium instead of a “mass”medium.

2. The clustering of ads has a negative influence on message impact.

3. Magazines are ideal for “profile matching” media strategies.

MAGAZINES & JOURNALSPublished weekly, monthly, quarterly or even annually

Generally read at leisure and with attention

Effective shelf life

general magazines

specialized magazines

special issues

Advantages1. Meant for a special group of readers

2. Have got a large shelf life

3. Better presentation and display

4. Good number of subscribers

5. Helpful in giving publicity to firms name

Disadvantages1. Having a high cost

2. Lack of flexibility

3. Limited circulation

4. Limited coverage

5. Not suitable for certain ads

Assessing Media Alternatives

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Medium Pro Con

Newspaper Local Reach Short Life

Key Market Coverage Clutter

Magazine Targeting Clutter

Message Quality Low Frequency

Other forms Inland letters

Post cards

Water &telephone bill

Telephone directory

Electricity bill

Carry bags

Match bags

Gift items

Radio Advertising

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In radio all decisions are usually based on demographics.

1. Station format determines the audience profile.

2. Radio is ideal for reaching targets defined by age.

3. Radio is an important medium if a “key market” strategy is recommended.

STRENGTH

Offering local coverage

Reaching the masses

Daily frequency

Repeatedly

Uneducated villages

Weakness

audio medium only

Operational limitations

Limited commercial time available

Limited availability of commercial radio

Advantages Provide message at home

Needs less efforts on the part of listeners

Elements of flexibility and time

Allow message to masses

Economical media

Disadvantages Requires repetition

Unsuitable for certain products

Having no pictorial representation

It is perishable in nature

TELEVISION ADVERTISING

TV Advertising Alternatives

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Factors such as the budget available and market coverage priorities influence television decisions. TV is expensive.

• Network Spots

• Selective Spots

• Local Spots

• Sponsorships

• Branded Content

ADVANTAGES1. Emotional context

2. Image building

3. Creative use of environment and mental make-up of viewers

4. Evocation of experience

5. Familiar and friendly voice

6. Excellent quality of production

7. High on credibility

8. Larger than life image

Disadvantages 1. Too much viewing bad for eyes

2. Too much sex and violence

3. An immobile medium

4. Difficulty to gain enquiries

Assessing Media Alternatives

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Medium Pro Con

Television Impact High Cost

Reach Clutter

Radio Targeting Fragmentation

Frequency Message (Sound only)

The strengths and weaknesses of all media options are evaluated.