What is Media?

Media Medium or channel of communication to carry the message from advertiser to prospects To bridge the gap between the producer and the end user by conveying the message to large no of prospects Advertiser advertising agency media consumer Media
Establishes among viewers/listeners/readers by fulfilling their needs (of knowledge, entertainment and information)
Apply marketing concepts to design the right product, selling it at right price, with right distribution channel ensuring maximum reach Once established, can charge premium from advertisers and can use the revenue so earned for the betterment of the media itself

Advertising is very instrumental in phenomenal growth of media and vice versa (WIN WIN) Sell space and time to advertisers and media themselves advertise their time and space

Types of Media?
Above the line Media where commission is charged by the advertisement agency Below the line Media where a fixed charge is taken from client

'above-the-line' is any work done involving media where a commission is taken by an advertising agency, and 'below-the-line' is work done for a client where a standard charge replaces commission. So TV advertising is 'above-the-line' since an agency would book commercial time on behalf of a client, but placing an advert in a series of local newspapers is 'below-the-line,' because newspapers tend to apply their own costing approach where no commission is taken by the agency i.e. instead the agency charges the client a transparent fee.

Types of Media?
Media Print Media Outdoor Media Transit Media Mail Media Specialty Media Motion Picture Media Sales Promotion Media Broadcast Media

News paper

megazine

POP, Trade shows, Samples, coupons

Radio

TV

Language classification

Consumer Megazines

New Age Media

Vividh Bharti

Network program

Daily

Industrial & Trade

Local Programmes

Local Program

Sunday

Technical Journals

National Programs

DD

Evening

FM

Cable TV

Media Press TV Satellite/Video Radio Cinema Outdoor Others Pessimist Outlays (in cr) Optimist Outlays (in cr)
press, 2.1

1994 66 17 4.5 2.5 1 1.5 0.5

2000 62 18 8.5 2 0.5 7.5 1.5

2010 54 20 13 2 0.5 7 3.5

2020 45 25 15 2 0.5 7 5.5

Exposure to Various Media

140 120 100 80 60 40 20 0

123 94 67 68

3000

7500 6500

12000 10000

20000 15000

press

tv

radio

cinema

Time Spend on various Media

ma, 0.3

o, 3 tv, 8.4

Print Media
Newspapers
Wide geographical spread Selection for local, national, international, dailies, weeklies, language, evening, special purpose Have shorter life

Newspapers
Advantages
Best suitable for Local advertisements Offer great Flexibility for size, position, type and time Ads Easy to prepare, inexpensive Wide reach and has reach to all economic classes Used effectively for test campaigns Short life span Quality of newspaper advertising is relatively poor compared to other medium Not a pleasure medium and read in hurry. Most likely people may overlook Complex difficulties in selecting the newspaper For products targeting specific class, there is considerable waste circulation Cluttering of ads causing ad to be buried Less control of advertiser ( printed on ROP basis)

Disadvantages

Print Media
Magazines
Weekly, fortnightly or monthly Appeal to particular readership Unlike newspaper, have longer life and national flavor and also better quality Can be classified on the basis of
Size (pocket, standard, flat, large) Readership (business, sport, womens) Frequency Purpose (special interest eg journals or leisure reading eg readers digest)

Magazines
Advantages
Due to high quality paper and printing technique offer good quality printing, pictorial, gloss and color display and hence are more appealing Ads are read more carefully because of the specific interest area and longer life Have well defined target market and hence caters to a class market rather than mass market Has secondary and further readership and hence kept for long Due to better quality, gives more flexibility to experiment with colors, textures, mechanics of advertisements Buyers are usually above average prospect Due to the specific target readership, the ads can be created closer to the taste of the group

Disadvantages
High cost Takes time to publish and needs planning to be done well in advance Not suitable for the local producers or smaller businesses Cluttering of the ads causing the ad to be overlooked Immediate ripples are not expected

Broadcast Media
Radio
Real mass medium, personal, can listen to when on move or doing something else Costs 10% to the cost of TV Mobile/portable medium Has deeper presence in rural area Reaches to far flung areas Instant medium TV is for adolescents and radio is for adults Dieing radio made tremendous comeback in last few years. Worldspace, digital radio, 24 hrs FM channels

Radio
Advantages
Personal medium Covers local as well as national listeners Vast coverage across distance, economic, social, educational barriers mass medium Instant medium Repeated telecast creating impact Low cost Option for selective broadcast Gives personal touch

Disadvantages
Too less time (10 sec) Perishable message Repeat telecast is required for ensuring sustainance No visual treatment Very challenging as there is no other aid need for great creativity Dependent on announcer Cluttering

 TV

Broadcast Media

82% of population and 70% of area covered by DD 61Mn satellite dish connections growing at 20% every month Use various aids (sound, pics, motion, emotion, music, special effects) can create high impact commercial With the presence of cable TV local commercials are also welcomed Reaches to large no of homogenous viewers (age group, interest, language etc)

TV
Advantages
Strong impact due to the use of motion, sound, music, emotions, colors Cable TV allowing for local advertising Omnipresent, part of daily routine Homogenous group of prospects Cost effective Target both the end customer and distributors Allow to demonstrate Time to produce commercial and air them Cost of production is fairly high Time gap to purchase Immobile medium Highly perishable Cost is a deciding factor Shown back to back. Hence retention is really difficult Taste of people vary Statuary controls programs vary in popularity Variable Hardware capability

Disadvantages

Outdoor Media
Most common and oldest advertising media Available to any advertiser in any part of country High suburban movement and increase in peoples mobility Very interesting and crisp using signs or symbols Types are
Posters / Billboards Painted displays painted wall or hoarding, balloons Electric Speculators glow-signs, neo-signs

Points to be kept in mind

Should be visible for as long as possible Message should be short, simple and legible Located where the traffic is slow moving Should be alone or shall stand out Illustrative material should be bold, beautiful and colorful Angle of placement is key Advertiser should be easily identifiable

Outdoor Media
Advantages
Have longer life and cannot be turned off or tuned out Offers geographical selectivity Can be incorporated with details of local dealers/service providers Medium to reinforce and remind what other mediums have shown Frequency of exposure and quality is really good

Disadvantages
Huge demand for creativity as the exposure time is very less and need to be very short and crisp Cluttering causing less retention and may have negative impact on ecology and environmental enthusiasts Not suitable for niche products Not for selective market/audience Need to overcome blind spot to be continuously creative with novelties

 Involves mainly advertising on transport system To attain high and repeated exposure Cost effective Similar to the outdoor media but this is mobile

Transit Media

Mail Media (direct advertising)

Sent directly to the prospects (postcards, booklets, leaflets, catalogues, mailers) Efficient and effective way Offers personalized touch Reinforces companys brand image Not for small advertisers

Mail Media
Advantages
Selectivity Flexibility of creativity, personalized approach Control of quality and message Hidden from competitors Returns/results can be evaluated more precisely as there is control on distribution Reliability and correctness of database Very sensitive Cluttering and junking Costly No control on delivery timing

Disadvantages

Specialty Media
Not a major medium, supplemental in nature Calendars, diaries, business gifts, coffee mugs, key chains, T-shirts with imprints To enhance public relations, and enhance publicizing product information Advantages
Readily identifiable as carry advertisers details Long lasting providing repeated exposures and enhanced retention Is a focused approach

Disadvantages
High cost The message delivered is fairly limited Not suitable for special campaigns

Motion Pictures
Has the combination of motion, sound and picture Unlike the TV, has the captive audience with undivided attention Could be
Theatrical shown in cinema theaters Non theatrical need to be shown with the help of clubs, schools, churches, lodges, companies, public displays

Has greater impact and retention

 Advantages

Motion Picture

Greater impact and longer retention Undivided attention Flexible for selection of spectator group (language, age, interest, regional) Also very useful for local advertising Tied-in products creating impact and close association to stars

Disadvantages
Costly affair to produce Need time and professional expertise to create effective advertisement Audience is limited

Sales Promotion Media

Can be of
POP advertising
material, signs, displays, indoor commercial placed in/on/near retail store Stimulate impulse buying Attracts buyers and create first impression Advertisers compete for strategic place and position of merchandise

Trade shows
Bring advertisers, dealers, distributors, prospects under one roof Gives chance to display and demonstrate the product more effectively and collect the feedbacks

Sampling
Samples of the product are given to the prospects to test Costly affair Dealers/distributors may nt distribute the samples rather sell them

Others contests, coupons,

New Age Media

Internet
Fastest growing media Able to provide lot many information required by the user Combination of pictures, motion, audio, text, animation, discussion boxes Fast, interactive, instant, cost effective Cluttering, perishable with each visit

Mobile
Both mass and selective media Can be personalized Fast, cost effective Available 24 x 7 Annoying, cluttering and junking Limited information can be provided

Media Planning
Series of decision involved in delivery of promotional message Very imp as 85% of advertising cost is media cost Involves analysis of target audience and media options and matching the both Decisive Points
Target audience Creative strategy Media options available Demographics of the audience Competition BUDGET

Situation Analysis Size, share of Market Method of selling, advert Distribution practice Nature of product identification of prospects

Marketing Strategy Mktg and distrib. Strategy Marketing mix Marketing objective

Creative Strategy Product positioning Objective of ads No and size USP

Setting Media Objective Translate marketing objective into goals to achieve

Determining Media strategy Translate goals into guidelines

Selecting broad media class Determine which broad category fulfills the criteria by comparing various media Selecting media within class To select best media in the media class eg if magazine then which magazine? MEDIA Use decision

Broadcast what type of sponsorship? (solo/shared) Frequency of ad Reach and scheduling (which days and months)

Print No of ad to appear Frequency, position of ad Special treatment (color, gloss)

Other Bill board location and distribution Type of boards

Broad Media Planning Process

Collect useful information about the people or the market to be reached
Detailed data about geography, age group, sex, income, attitudes, interests, culture to select the media correctly Select the medium on the basis of what can you afford

To decide upon the nature of message to be conveyed

On the basis of understanding the consumer profile and behavior

Search for an ideal match between the type of media and target market profile To answer
When ( the timing) Which (media selection) How (Media scheduling) How Much (media budgeting)

Developing the Media Plan

Analyze the Market Establish Media Objectives Develop Media Strategy Implement Media Strategy Evaluate Performance

Media Planning
Environmental Analysis Media Objectives

Reach Frequency Continuity Costs

Target Audience Decisions Media Budgeting Media Selection Media Scheduling Implementation of Media Plan

Media Strategy

Evaluation/Analytical Models

Market analysis and target market identification

To Whom Should We Advertise? What Internal and External Factors May Be Operating?
Internal Media Budget Managerial & Administrative capabilities Organizational Structure External Economy Changing Technology Competitive Factors

Where to Promote?

Establishing Media Objectives

Media objectives relate to the goals to be attained by the media program, and as such should be limited to those that can be accomplished through media strategies. Such objectives are often expressed in terms of coverage, reach, frequency, scheduling, etc. An example of media objectives; Create awareness in the target market through the following:
Use broadcast media to provide coverage of 80% of the target market over a six month period Reach 60% of the target audience at least three times over the same six month period Concentrate heaviest advertising in winter and spring, with lighter emphasis in summer and fall

Target Audience Coverage

Population excluding target market Target market Media coverage Media overexposure

Target Market Proportion

Full Market Coverage

Partial Market Coverage

Coverage Exceeding Market

Reach
Indicates the total no of individuals exposed to a message through a particular media over a set period of time Generally expressed in terms of percentage of total no of households in a prescribed area The purpose of reach is optimal exposure Greater reach is desirable when
New product is being launched New uses of the product are introduced To improve companys brand image

No known way to determine how much reach is required to achieve awareness, attitude change or enhance buying intentions

Reach
Effective reach
Budgetary constraints compel to decide between high frequency to a smaller group or more reach at lesser frequency Many factors influence this decision. E.g new product wd require high reach and product whose benefits are not very obvious will require high frequency Effective reach represents the percentage of total unduplicated vehicle audience reached with each increased exposure There is no way to calculate the exact no of exposures required, advertisers have settled for min of 3 and max of 10 as effective exposures (refer graph)

Frequency
Refers to the no of times a receiver is exposed to the same message through a media vehicle. Means repetition of the same message to increase recall and promote desire & interest The average frequency is the average no of times a household is exposed to a message Average frequency = total exposure/reach Effective frequency is the minimum average no of times an individual is to be exposed to a message to become aware of it. Falls between a minimum level that creates the awareness and a maximum level that becomes overexposure and lead to waste and wear out High frequency is required when
Message is not very easy to remember When direct order is desired from people When competitor is using high frequency to reach to same segment of the market When brand is not sufficiently differentiated from products and brand of competitor When a reaction is required within a limited period of time

Factors affecting frequency

Media factors
Attentiveness No of media used fewer media lower frequency Cluttering more frequency to break cluttering Repeat exposure eg magazines having repeat exposure requires less freq Brand loyalty Usage cycle daily use products requires higher frequency Brand history new brand require high frequency Target group ability of target group to learn and retain message Brand share higher the share, lower the frequency Competition level Image building versus product sell Message complexity Message uniqueness New versus continuing campaigns Message variation single message requires less frequency

Marketing Factors

Message or creative factors

GRP
Stands for Gross Rating Point Refers to total weight of a media effort i.e. no of people who received the message Here duplication is ignored GRP = reach * average frequency To determine the complete size of a media campaign

Continuity
The impact of an advertisement reduces after a period of time so it is necessary for the advertisers to repeat the ad Refers to the decision about the time periods for which the ad would run When the consumer wd hear or see the ad at proper time in a positive way, helps him to remember the product for a long period

InWhen Do We Advertise? (Scheduling) Which Media Classes Should We Advertise?

Target audience media usage habits Selectivity must consider geographic and class selectivity Lead Time the amount of time a medium requires before the advertisement will be run Creative Aspects how well the medium supports the message appeal and style Longevity how long the ad message will last Cost must consider absolute and relative costs

Media selection considerations

Cost Competitors advertising media Customers demographics Target market Product Product and brand positioning Media penetration and coverage Advertising objectives Media image

Media weight theories

Media campaign may have one media or mix of more than one media Different theories are
Media concentration theory
Dominance and continuation within one medium only Suggests that advertiser develop strength by sticking and concentrating only one media

Media Wave theory

Purchases time and space in various media from time to time and move in and out in waves Sacrifices continuity and build up coverage or frequency

Media dominance theory

Unusually large space in one media for short period of time After building coverage and frequency in this medium, they shift to another medium in same fashion, again for a short period Benefits from dominance in one medium

Media Budgeting
Process of determining how much to spend and how to spend Treat the advertisement as an investment rather that an expenditure Done by the advertisement manager of the company but advertising agency help them Media cost is the biggest expenditure in the budget

Determining Relative Cost of Media-Print

Cost per thousand (CPM) CPM =

Cost of ad space (absolute cost)

X 1,000

Circulation

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Calculating CPM Based on the Target Audience

Time Per page cost Circulation $234,000 4.0 million

Newsweek $210,000 3.1 million

Calculation of CPM

234,000 x 1,000 4,000,000

$58.5

210,000 x 1000 3,100,000

$67.74

CPM

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Determining Relative Cost of Media-Broadcast

Cost per rating point (CPRP) CPRP =

Cost of commercial time Program rating

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Scheduling
Continuous refers to a continuous pattern of advertisingthat is every day, week, or month (food products, laundry detergents, etc.) Flighting is a scheduling method in which there are intermittent periods of advertising and no advertising (cadburys dairy milk) Pulsing is actually a combination of the two previous methods, in which a continuous schedule is used, though the amount of monies spent will vary throughout the time period (automobiles). Blitz is intermittent strong advertising campaign that does not follow a particular trend. To create a sudden and strong impact Erratic does not follow any trend Start-up or promotional concentrated at the launch of the new products

Scheduling Methods
Continuity Flighting

Pulsing
BLITZ

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Flexibility in media planning

New Market threats/ opportunities Non availability of media Changes in media or media vehicles New media opportunities