Media Planning

BMM-Semester-V

By: M H Lakdawala

By: M H Lakdawala

Media Planning Definition one: the process of deciding how to most effectively get your marketing communications seen by your target audience. Definition Two: A process for determining the most cost-effective mix of media for achieving a set of media objectives. Goal: maximize impact while minimizing cost Media is often the largest MC budget item Definition: Three: he design of a strategy that shows how investments in advertising time and space will contribute to achievement of marketing ob!ectives. Definition four: Media planning is about determining the best Media Mix "i.e.# the best combination of one$way and two$way media% to reach a particular target for a particular brand situation. Media Planner- he person at the advertising agency who develops and executes your media plan. Media planners perform four asi! fun!tions: &. Conduct media research '. (etermine media ob!ectives and strategies ). (etermine the media mix *. (o the actual media buy Decisions: +,hich audience+,here+,hen+.ow longVarious fun!tions of Media Planning in "d#ertising$ %& /roper media planning enables the sele!tion of the right media: selection of the right media is crucial in the entire planning process. .ow best can 0 rea!h my target audien!e$ 0s the 1uestion kept in mind'& 0t helps to allocate the ad#ertising funds to the right produ!ts in the right media: for example# ads for chocolates will be placed in a slot where there is maximum children viewer ship. 2nd channels like 3ickelodeon# Cartoon 3etwork or between 4$5 pm when most children watch cartoons.

By: M H Lakdawala

(& 0t indicates the period or the season in whi!h the ad#ertiser need to !on!entrate advertising efforts: for example all the paint advertisements concentrate on the festive seasons. 2 few months before the festival like (iwali the ads are released. *. 0t helps achieve the advertising ob!ectives. 4. 0t minimizes wastages of advertising funds: when money is used in the right direction there are minimum wastages. 2 media plan helps the ad agency to obtain approval form the client. /roper media planning will help the advertiser to reach the right target audience. 0t helps to finalize the fre1uency of advertisements: how many repetitions of the advertisement should be done and are re1uired also specified in a media plan. Media Plan- the document or flow chart which details the tactics used to accomplish your media ob!ectives.

TH) *+MP+,),TS +- TH) M)D." PL",

2 thorough knowledge of the characteristics of the various advertising media is somewhat like knowing the vocabulary to a language without the grammer. 6ike a vocabulary# media characteristic don7t allow you to put the pieces together into a meaningful whole. 2 media plan is made up of many elements in addition to a descriptive analysis of the various media. ,hile there is no standard format# the following elements are found in most national plans:

Media Plan !omponents +r *riteria *onsidered in the De#elopment of Media Plans

&. '. ). *. 4. :. 5. <. he media mix arget market coverage Geographic coverage 8cheduling 9each versus fre1uency Creative aspects and mood ;lexibility =udget considerations

&. Media mi/: he media mix has to reach the target consumer. 0t the advertiser wants to reach men between '4 and 44 who are professional# the >conomic imes will be obviously a more appropriate choice than

By: M H Lakdawala

;emina. =ut sometimes matching consumer profiles with media characteristics becomes a lot more difficult. ;or example: Media planners will find it difficult to decide which kind of households can be reached by the .indi feature film ? slot v@s the A B7clock serial slot. 2 thorough analysis of the target market will help in making this match and will reduce wastage of media expenditure. '. Target market !o#erage : 2udience can also be described in psychographics terms + activities# interest# and opinions forming a life style# personality traits# and brand preferences. 2fter having a complete picture of our target audience# we undertake the study of the media7s readership in terms of demographic# economic and psychographics terms. ). 0eographi! !o#erage: Media strategy is based upon market coverage. 0f media planners want to market products nationally# they will select all$ 0ndia newspapers and magazines. .owever# if market is limited to a particular region# they shall select vernacular media popular in that region. 0n this way# media planners do not waste resources by advertising product in the regions in which it is not available. hey have to see how strong a product is in a particular geographical region and advertise more in high potential areas. *. S!heduling: Media scheduling decisions are the decisions about the timing# continuity and size of the ads. ,e have to see when to advertise# for how long# and for what time period. ,e have to see the size and placement of our ad. 4. 1ea!h #ersus fre2uen!y: here should be an attempt in the media ob!ectives to balance the reach and fre1uency. here should be an appropriate message weight at the same time. his will help us realize our advertising plan. o face heavy competitive campaign# we should have greater fre1uency to ensure the repetition of the message. 0t is not so important to have a wider reach. ,hile advertising an innovation# a greater reach is preferred# to a greater fre1uency. 0t is also important to have a large message weight. Bnce the media ob!ectives are set# we are ready to develop strategies to realise them. :. *reati#e aspe!ts and mood: Creative considerations such as the 1uality of reproduction# the colour effect# special effects# have to be considered. he medium must be appropriate for the ad message. ;or example: he ads for ice cream would be reproduced better in colour and therefore black and white newsprint is not appropriate. Media decisions have to be made in consultation with the creative team that has actually produced the ad. ,ithin the medium selected# decisions related to unit buying# is also influenced by the creative team. here is a constant tug$of$war between

By: M H Lakdawala

the creative team and the media team . the creative team wants larger space# more ? and radio time and superior 1uality of /B/ material# while the media team along with the finance department of the client looks for economy and maximizing the effect of every rupee spent on the media. 5. -le/i ility: he ability of the media to adapt to changing and specific needs of advertisers is flexibility. Certain media allows such flexibility with respect to the advertised message# the geographical coverage and the ad budget ;or example: the times of 0ndia group of publication may offer advertisers the flexibility of placing ads in different editions of the paper. 8o if# for instance# /arle7s find that competitive activity has increased in (elhi# it may use the (elhi edition of imes of 0ndia to combat competitor7s activity. <. Budget !onsiderations: 2 choice of media will depend to a large extent upon the size of the advertising budget. Certain media types may be too expensive for the funds available. Media Buyer responsi ilities: Media =uyer is responsible for purchasing media space or time# as well as developing the campaign and researching how it will be most effective for the client. heir mission is to find a combination of media that will enable the marketer to communicate the message in the most effective manner possible at the minimum cost. %& Pro#iding inside info Media buyers are important information sources for media planners. Close enough to day$to$day changes in media popularity and pricing to be a constant source of inside information '& Sele!ting Media Vehi!les Choose the best vehicles that fit the target audience7s aperture. he media planner lays out the directionC the buyer is responsible for choosing specific vehicles (& ,egotiation Media buyers pursue special advantages for clients. 6ocate the desired vehicles and negotiate and maintain satisfactory schedule and rates 3& Preferred Positions 6ocations in print media that offer readership advantages. /referred positions often carry a premium surcharge 4& Billing and Payment 0t is the responsibility of the advertiser to make payments to various media

By: M H Lakdawala

he agency is contractually obligated to pay the invoice on behalf of the client 5& Monitoring the Buy he media buyer tracks the performance of the media plan as it is implemented# as well as afterward. /oorly performing vehicles must be replaced or costs must be modified 6& Make-0oods 2 policy of compensating for missed positions or errors in handling the message presentation. >nsure that the advertiser is compensated appropriately when they occur 7& Post-!ampaign )#aluation Bnce a campaign is completed# the planner compares the plan7s expectations and forecasts with what actually happened. /rovides guidance for future media plans

Media planning pro!ess:

Media planning is the process of designing a course of action that shows how advertising space and time will be used to contribute to the achievement of the marketing and advertising ob!ectives. he media plan is created by the media planner from information about the market and prospective customers. Media decisions are primarily based on the creative strategy established for the campaign and the characteristics of the target market. hrough market research# facts about the target market are accumulated and generalized into a consumer profile. his along with the basic copy strategy and copy re1uirements is analysed by the media planner# taking into account the size of the advertising budget. his analysis is followed by matching the audience characteristics of various media with the consumer profile and by evaluating the adaptability of the physical format of the media to copy re1uirements. ;inally# through the exercise of !udgment concerning dimensions of coverage# reach# fre1uency# continuity# ad size... the media plan emerges. ,ith all the advertising decision making the ultimate responsibility for choosing media rests with the advertising@ brand manager.

The Media Planning Steps$

By: M H Lakdawala

There are 4 steps in the Media planning pro!ess:

&. '. ). *. 4. Market analysis Media ob!ectives Media strategies Media Mix =udget and Media =uying

Step one: Market analysis

he goal of a market analysis is to determine the attractiveness of a market and to understand its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm. (etailed situation analysis is done find out the following information: Da#id "& "aker outlined the following dimensions of a market analysis: &. Market size "current and future% '. Market growth rate ). Market profitability *. 0ndustry cost structure 4. (istribution channels :. Market trends 5. Dey success factors <. Market 8ize

Step ': Setting media o 8e!ti#es: Media Objective:

he specific goals an advertiser has for the media portion of the advertising program. 0n the media planning context# you need to establish firm ob!ectives for your plan in order to demonstrate how it will help your brand achieve its marketing goals. Media ob!ectives are in harmony with the advertising and the marketing plans. hus while launching a new product or repositioning an existing product# there are specific ob!ectives which will guide our media decisions. hese ob!ectives must be measurable. 0t facilitates co$ordination and evaluation once the campaign is over.

By: M H Lakdawala

There are roadly fi#e elements in media o 8e!ti#e statements:

&. arget 2udience '. 9each ). ;re1uency *. Message ,eight 5. Message (istribution %& Target "udien!e: How to rea!h ,hich is the audience for our product- his happens to be the most important consideration in the media decisions. ,e first examine our market plans and advertising plans. hese provide us details about the audience in terms of age# religion# sex# education + these are demographic characteristics. ,e can describe it in terms of their income and occupation. 2udience can also be described in psychographics terms + activities# interest# and opinions forming a life style# personality traits# and brand preferences. 2fter having a complete picture of our target audience# we undertake the study of the media7s readership in terms of demographic# economic and psychographics terms. 2gencies conduct their own media research. >ven media itself provides a demographic profile of their readers. here are readership surveys to guide us. ,e have to select those media vehicles whose demographic profile matches the target audience of our product. ,e can target our product to a segment of the market. hen we have to select that media vehicle which reaches this segment. ,e may have to use another media vehicle to reach some another segmentC 0t should# however# be seen that a united image is pro!ected and consistency of message is maintained through different media mix. '& 1ea!h Reach indicates a percentage of target audience who is exposed at least once in a given period to a particular media vehicle. 0t does not matter how many times they actually see or hear the ad message. hough reach measures exposure# it does not actually measure those who have noticed a particular ad. he ob!ective of reaching target audience is calculated irrespective of the fact whether these people have taken cognizance of our ad. 0t is a term that is used for all media "print# ?# radio% and indicates the number of people who are actually exposed to the medium in a given period# which is normally linked to the periodicity of the medium. ,hile deciding about the reach# the time period selected is either four$weeks or corresponds to the purchase$cycle of the product.

By: M H Lakdawala

Determinants of 1ea!h &. More prospective customers are reached by a media schedule using multiple media rather than a single medium 2nother influencing factor is the number and diversity of media vehicles used 9each can be increased by diversifying the day parts used to advertise (& -re2uen!y ;re1uency 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. "#erage -re2uen!y 9 Total ,um er of )/posures Total "udien!e 1ea!h 0f &4EE people in the target audience tune in an ;M radio programme ) times during a four week period# and &4EE people tune in : times# the calculation would be otal 3umber of exposures F "&4EE x )% G "&4EE x :% F &)#4EE otal audience reach F &4EE G &4EE F )EEE 2verage fre1uency F &)4EE F *.4 )EEE 0n our example# we reach )EEE people * H times on an average. 0t does not necessarily mean that everyone has *.4 exposures. 0t is !ust an average. Generally# a single exposure may not work either in creating an awareness or provoking someone to buy. he more the exposures# the better the impact. =esides# more exposures make us rise above the competitive noise. 0t is good to plan how many times we would like our audience to see the message in a given medium. ,hile introducing a new product# we need more fre1uency. ,hen the ad size is small# we need more fre1uency. ,hen the message is complex# we need more fre1uency. .igher fre1uency helps us stand out in the clutter. ,e have to decide the effective frequency$ it is not fre1uency# which is needed to communicate effectively with the target audience. 0t is a difficult thing to settle. here can be a minimum fre1uency and maximum fre1uency to be effective. 6esser fre1uency makes the communication ineffective. .igher fre1uency may be a waste of ad resources. here can be also ad fatigue if there are too many repetitions. Iust as the situation analysis leads to establishment of marketing and communications ob!ectives# the media situation analysis should lead to

By: M H Lakdawala

determination of specific media ob!ectives. he media ob!ectives are not ends in themselves. 9ather# they are designed to lead to the attainment of communications and marketing ob!ectives. Media ob!ectives are the goals for the media strategies.

3& Message :eight he sum of the reach number of specific media vehicles in a given media plan gives the message weight. .ere while summing the reach# duplication or overlapping is ignored. Message weight is expressed in terms of gross impressions or gross rating points "G9/%. he total size of the audience for a set of ads or an entire campaign. Message weight can be expressed as: a& +pportunity to see: he possible exposure of the advertising message to one audience member is called an opportunity to see "B 8%. & 0ross .mpressions: 0t 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 exposures of the target audience to media vehicles in a media plan. >ach exposure is counted as one impression. 8uppose an advertiser puts advertisements on a programme of a ? channel viewed five times by :EEE people in the target audience and seven times by :EEE people in a four week period. 2lso suppose during the same four week period# the ad is put another programme of a second ? channel viewed ) times by )EEE people in the target audience# the gross impressions would be: Gross impression F ":EEE x 4% G ":EEE x 5% G ")EEE x )% F <&EEE he first group receives )EEEE impressions# the second group receives *'EEE impressions and the third group receives AEEE impressions. hus in all <&EEE impressions are received during a four week period. 2s duplication is ignored between the media vehicles while summing up the impressions# we use the term gross. !& Tele#isions households: =ecause 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 ? households is the percentage of homes exposed to an ad medium. 2 rating of 'EF'EJ of the households with ? setsC televisions households# or " ?..%.

By: M H Lakdawala

10

d& 0ross 1ating Points ;01Ps< $ the total weight of a specific media schedule# computed by multiplying the reach# expressed as a percentage of the population# by the average fre1uency. G9/ is the combined measure of reach and fre1uency indicating the weight of a media plan he more G9/s# the more KweightL a plan has 01P is a unit of audience measurement# commonly used in the audio$visual media# based on reach or coverage of an ad. 2 single G9/# usually# represents & per cent of the total audience in a given region. ;or a mass media like a ? channel# message weight is expressed in gross rating points "G9/s%. 0t is a sum of the rating points of all programmes in the ? media plan. Bne rating point indicates one percent of the target audience. G9/s of the entire media plan are given by G9/s for ? are calculated generally for a week or a month. elevision 9ating points " 9/s% are available in 0ndia calculated on the basis of the panel method. he ultimate business of ? is to deliver the eyeballs. 0t is obviously an issue of audience share. Gross impressions in print media are counted for every ad in every media vehicle used during the whole campaign. here should be an attempt in the media ob!ectives to balance the reach and fre1uency. here should be an appropriate message weight at the same time. his will help us realize our advertising plan. o face heavy competitive campaign# we should have greater fre1uency to ensure the repetition of the message. 0t is not so important to have a wider reach. ,hile advertising an innovation# a greater reach is preferred# to a greater fre1uency. 0t is also important to have a large message weight. Bnce the media ob!ectives are set# we are ready to develop strategies to realize them. The Simple -ormula to *al!ulate 01Ps 0ross 1ating Points ;01Ps< 9 1ea!h / -re2uen!y Print e/ample 4E reach M 4 insertions F '4E G9/s Broad!ast e/ample : "rating% M 4 "fre1uency% F )E G9/s Gross impressions are a summation of exposures of the target audience to media vehicles in a media plan. >ach exposure is counted as one impression.

By: M H Lakdawala

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8uppose an advertiser puts advertisements on a programme of a ? channel viewed five times by :EEE people in the target audience and seven times by :EEE people in a four$week period. 2lso suppose during the same four week period# the ad is put another programme of a second ? channel viewed ) times by )EEE people in the target audience# the gross impressions would be: Gross impression F ":EEE x 4% G ":EEE x 5% G ")EEE x )% F <&EEE. ;or a mass media like a ? channel# message weight is expressed in gross rating points "G9/s%. 0t is a sum of the rating points of all programmes in the ? media plan. Bne rating point indicates one percent of the target audience. G9/s of the entire media plan are given by G9/s of Media /lan F /roportion of target audience reached x average fre1uency G9/s for ? are calculated generally for a week or a month. elevision 9ating points " 9/s% are available in 0ndia calculated on the basis of the panel method. he ultimate business of ? is to deliver the eyeballs. 0t is obviously an issue of audience share. Gross impressions in print media are counted for every ad in every media vehicle used during the whole campaign. here should be an attempt in the media ob!ectives to balance the reach and fre1uency. here should be an appropriate message weight at the same time. his will help us realize our advertising plan. o face heavy competitive campaign# we should have greater fre1uency to ensure the repetition of the message. 0t is not so important to have a wider reach. ,hile advertising an innovation# a greater reach is preferred# to a greater fre1uency. 0t is also important to have a large message weight. Bnce the media ob!ectives are set# we are ready to develop strategies to realise them. 4& Message Distri ution: Message$distribution ob!ectives define where# when# and how often advertising should appear. o answer these 1uestions# a media planner must understand the following: "udien!e si=e - simply the number of people in the mediumNs audience. 0n print media# for example# 2udit =ureau of Circulation actually counts and verifies the number of subscribers "circulation% and multiplies by the number of readers per copy "9/C% to determine total audience. /roduction of the message is managed both centrally and locally depending on the needs of the clients and the distribution of the message in the region. 8ome

By: M H Lakdawala

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agencies that create and execute the marketing mix for multinationals with extensive product lines organize their staff according to the marketing demands. wo agencies in particular use a combination of central# regional and local personnel to target their clientNs customers worldwide. (epending on the scope of the brand and the regions to be targeted# these agencies would accordingly distribute the creation# production and execution of the message. he goal in this case is to produce the most effective message for each market.

Step (: Media Strategy

Media strategy is the way we seek to realize our media ob!ectives. ,hen formulated correctly# it enables an advertiser to rise above the clutter of ads# and stand out in the competition. Media strategy expects media planners to be creative in using the media. he use of the media should complement and supplement each other. he ad should be consistent with the editorial environment of the media. he placement should be strategic. he media7s creative potential is fully used. he ad should provoke readers to look at it more than once. 0t should be engaging enough# say incorporation of a crossword puzzle in the copy of the ad. ,e can use non$traditional media like a amasha show or a magic$show. Media can be used to build credibility. -a!tors .nfluen!ing Media Strategy a% arget Market /rofile b% 3ature of the Message c% Geographic Market /riorities d% iming of 2dvertising e% 9each@;re1uency@Continuity Media strategy has to !o#er de!isions taken in the areas of: a& 0eographi! sele!ti#ity & S!heduling of the ads !& Media sele!tion d& *ost effi!ien!y of the sele!ted media& a& 0eographi! Sele!ti#ity Bur media strategy is based upon our market coverage. 0f we market our products nationally# we will select all$0ndia newspapers and magazines. .owever# if our market is limited to a particular region# we shall select vernacular media popular in that region. 0n this way# we do not waste our resources by advertising our product in the regions in which it is not available. .

By: M H Lakdawala

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,e have to see how strong a product is in a particular geographical region and advertise more in high potential areas. Marketers may measure the sales strength in particular market by making use of two ratios + the brand development index and the category development index Brand De#elopment .nde/: To determi e B!"# a market$% &ra d %ale% 'er(e ta)e i% di*ided &y t+e total 'o',latio 'er(e ta)e o- t+at market m,lti'lied &y 100. he brand development index "=(0% measures the sales strength of a brand in a particular area. BD. 9 Per!entage of rand>s total all ? .ndia sales in the market / %@@ Per!entage of total .ndian population in the market his index enables a media planner to allocate the media budget by setting his priorities. *ategory De#elopment .nde/: To determi e .!"# a market$% (ate)ory %ale% 'er(e ta)e i% di*ided &y t+e total 'o',latio 'er(e ta)e o- t+at market a d m,lti'lied &y 100. 0t measures the sales potential of product category. hus it takes into account the potential of all competitors selling the same category. *D. 9 Per!entage of produ!t !ategory>s total all .ndia sales Per!entage of total .ndian Population in the market / %@@

T+e%e ,m&er% o*er 100 are (o %idered )ood &,t (om'ari ) t+e B!" to t+e .!" 'ro*ide% t+e mo%t i %i)+t.

By: M H Lakdawala

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=rand and Category 2nalysis

=rand and Category 2nalysis
High BD. High *D.
The Themarket marketusually usuallyrepresents represents good sales potential good sales potentialfor for oth oth the theprodu!t produ!tand andthe the rand& rand&

Low BD.

The Theprodu!t produ!t!ategory !ategoryshows shows high potential ut the high potential ut the rand rand isn>t isn>tdoing doingwellA wellAthe thereason reason should e determined& should e determined&

Low *D.

The The!ategory !ategoryisn>t isn>tselling sellingwell well ut the rand isA may e a ut the rand isA may e a good goodmarket marketin inwhi!h whi!hto to ad#ertise ad#ertise ut utshould should e e monitored monitoredfor forsales salesde!line& de!line&

Both Boththe theprodu!t produ!t!ategory !ategory and the rand are and the rand aredoing doing poorlyA poorlyAnot notlikely likelyto to e ea agood good pla!e pla!eto toad#ertise& ad#ertise&

2pplying a =(0
1egion
3orth 0ndia 8outh 0ndia ,est 0ndia >ast 0ndia >xport otal

Sales B Pop>n B
5.: '&.4 *'.4 &).* &4.E &EE.E 5.: ').A )<.4 &:.< &).' &EE.E

BD.
&EE.E <A.A &&E.* 5A.< &&).: $$$$

By: M H Lakdawala

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& Media S!heduling Media scheduling decisions are the decisions about the timing# continuity and size of the ads. ,e have to see when to advertise# for how long# and for what time period. ,e have to see the size and placement of our ad. Timing: 2dvertising message can be timed in four ways depending upon our ob!ectives 0. o time the message in such a way that the customers are most interested in buying that type of a product# e.g.# fridges in summer# soft drinks in summer# woolens in winter# gift items during (eepavali. 00. o time the message in such a way that it stimulates demand in the lean period# e.g.# ice creams in winter# holiday resorts in monsoons. 000. o time in such a way that it by$pass competitive campaigns# e.g.# /epsi commercials are to be aired when there are no Coke commercials. 0?. o time in such a way that the message is carried by the media when the audience is receptive to it# e.g.# household products in the afternoon slot of ? when housewives watch ?. he importance of time element must be understood in the purchase behavior of the customer by doing suitable research. Most +rgani=ations Cse +ne of These Three S!heduling Strategies Three S!heduling Methods 1. Continuity: ,hen an ad is run in the media for a long period without any gap# we are using continuity scheduling. 0t is used for those products# which are in demand round the years. he ads are in the form of reminder. '& "lternati#e to !ontinuity is fighting where advertising runs for some period and then there is a gap# and again it runs for some period. he interval between two advertising runs comes after a flight. he message can be schedule to correspond to peak purchasing periods or at a time when the audience is most receptive. ,hen we have a media mix alternative flights are ad!usted in such a way in different media that overall continuity is achieved. (& Pulsing is another option& 0t represents a consistent low$level advertising activity# and addition of pulse to make a high$level of advertising during certain periods. 2 pulse is a period of intense advertising activity. he pulses can occur at the start while launching a new product. here can a promotional pulse of one shot# e.g.# financial advertising of a company7s issue. =ursting is a techni1ue for scheduling ?

By: M H Lakdawala

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ads. .ere the commercial is repeated on the same channel time and again to reinforce the message for a short period. Most +rgani=ations Cse +ne of These Three S!heduling Strategies

hree 8cheduling Methods

*ontinuity -lighting Pulsing
Dan -e Mar "pr May Dun Dul "ug Sep +!t ,o# De!

By: M H Lakdawala

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Timing and Duration as Media strategies

Timing: a. /teady %(+ed,le or (o ti ,o,% &. 0li)+t (. 1,l%e Duration: a. 2ea(+ &. 0re3,e (y (. 421 d. .121 e. .1T -. B!" ). .!" !& Sele!ting the Media 2n 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 ade1uately and with a good impact. Marketers segment a market# and a suitable media can be chosen to match a specific segment. Creative execution becomes varied when a media mix is used. 0n a media mix# one medium can be used to promote a product and the other as reminder# thus reinforcing each other. 2 combination must be synergistic# where the sum total of effects is greater than the sum of individual medium7s effect. >ach media has a particular readership or viewer ship. ,e have to understand the size and the characteristics of the readership or viewer ship. ,e have to match the target audience of our product to 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. >ach medium has different alternation value. =ut attention given to a medium also depends upon the message and its execution. >ach medium has a motivation value whereby it stimulates readers to respond. >ach medium has its own editorial environment provided by its contents which surround the ad his environment should be compatible with the product and its benefits. he environment should also be consistent with the mood of the desired audience. 2 commercial of an air$line is not consistent with the news of an air$crash.

By: M H Lakdawala

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he audience mood is not conducive to the reception of the message. 8everal media provide an environment of respectability. ,e have to consider the placement of the ad and the editorial material and keep on changing the same if necessary. Bur competitors also via with us for the attention of the same target audience. ,e must understand their media strategy# budgets and mixes. 0t helps us in setting our strategy correctly. ,e can confront them head on. ,e can change the media mix. ,e can bypass a media selected by them. ,e can change our geographic allocation. 2 competitor7s share of voice can be studied. 0t is given by: Share of #oi!e 9 Brand )/penditure Produ!t *ategory e/penditure

,e have to decide whether we can match a competitor7s share of voice or exceed it. ,e can use another medium in which there is a large share of voice for us. ,e should not forget that we never buy media. ,e only buy audiences. he client pays the agency to buy the audience attention to his brand. Si=e and Pla!ement he decisions about the size of the ad and its placement are also important in scheduling. here are several size options in print media right from a small portion of the page to a full page to several pages. 0n electronic media# we have options to select commercials for various lengths of time# &E$seconds# )E$seconds or :E$seconds. he size decision is based upon our ob!ectives# the creative execution necessary# the budget and the reach and fre1uency decisions. 2 full$page ad does not cost twice the half$page ads. 0t is less than that. =y sacrificing the size of the ad# we can save costs but we miss on attention. =ut we can buy more ads of lesser space if we sacrifice size# and thus a higher fre1uency ob!ective may be satisfied by reducing the size. he small ads can be made more effective by having suitable layouts and copy. /lacement of the ads in the medium also affects the impact of the ad. Covers are the preferred medium for their impact in magazines. he placement near important editorial matter is also preferred. Media charge slightly higher if we specify a particular position and so we must do a proper cost$ benefit analysis. d& *ost )ffi!ien!y of sele!ted Media:

By: M H Lakdawala

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he cost of advertising in various media must be analysed properly. ,e have to compare the cost of different media. 0t helps us select the best media to optimize our ob!ectives. Cost per thousand "C/M% is one yard$stick to compare the costs of different media. 0t is the cost of reaching a thousand persons. The formula for *PM is: Cost per housand F Cost of media unit Gross 0mpression x &EEE

o illustrate# if we take a full page ad at a price of 9s. 4EEEE in a magazine to reach one lac people# our C/M would be Cost per housand F 4EEEE x &EEE &EEEEE F 9s. 4EE

Determining Media *ost

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 M &#EEE F C/M Circulation or audience

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.ow (oes Cost 2ffect Media 8electionMaga=ine " *ost of a -ull Page "d: *ir!ulation: 9s O'E#EEE 'E#EEE 9s O'E#EEE 'E#EEE <EE#EEE <EE#EEE 9s 9s 'E#EEE 'E#EEE x x &#EEE &#EEE <EE#EEE <EE#EEE Maga=ine B 9s O)E#EEE )E#EEE 9s O)E#EEE )E#EEE &#4EE#EEE &#4EE#EEE 9s 9s )E#EEE )E#EEE x x &#EEE &#EEE &#4EE#EEE &#4EE#EEE

*PM:

9 1s '4

9 1s '@

CPRP: Cost per rating point The cost of reaching one percent of the target population. C is calculated by dividing the cost of the schedule by the gross rating points. !ational and regional advertising buyers frequently use this cost efficiency measure" since it can be applied across all media. he cost per rating point is used to estimate the cost for ? advertising on several shows. Cost per rating point F Commercial time cost /ercentage of audience.

Step four: Sele!ting Media Mi/

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. 2 combination of media types is known as the media mix. 3o advertiser can rely only on one medium to reach his audience. Sele!ting road media !lasses Purpose: o determine which broad class of media best fulfils the criteria. 0nvolves comparison and selection of broad media classes such as newspapers# magazines# radio# television# and others. he analysis is called intermediate

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comparisons. 2udience size is one of the ma!or factors used in comparing the various media classes. Sele!ting media within !lasses: Purpose: o compare and select the best media within broad classes# again using predetermined criteria. 0nvolves making decisions about the following: &. 0f magazines were recommended# then which magazines'. 0f television was recommended# then i. =roadcast or cable televisionii. 3etwork or spot television(& .f radio or newspapers were re!ommendedE then a. ,hich markets shall be usedb. 0f network# which program "s% c. 0f spot# which marketsd. ,hat criteria shall buyers use in making purchases of local media:hat !riteria shall uyers use in making pur!hases of lo!al media$ a. b. c. d. e. Media use decisions$ =roadcast: ,hat kind of sponsorship "sole# shared# participating# or other%,hat levels of reach and fre1uency will be re1uired8cheduling: Bn which days and months are commercials to appear/lacement of spots: 0n programs or between programs-

Media use de!isions-Print: a. 3umber of ads to appear and on which days and months. b. /lacements of ads: 2ny preferred position within mediac. 8pecial treatment: Gatefolds# bleeds# color# etc. d. (esired reach or fre1uency levels@ Media use de!isions-+ther media %& Bill oards i. 6ocation of markets and plan of distribution ii. Dinds of outdoor boards to be used. '. (irect mail or other media: (ecisions peculiar to those media.

The Media Mi/

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. 2 combination of media types is known as the media mix. 3o advertiser can rely only on one medium to reach his audience. >ven a small advertiser having a small media budget has thousands of media from which to choose. 2 typical media mix for consumer products# such as a soft

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drink# will include television# outdoor# /B/ and even the print media. this combination plays a crucial role in reaching the maximum number of consumers at the minimum cost. Bnce a media plan is ready# the decision is to be made about the media mix. 8electing the media mix involves several considerations.

Factors considered while selecting a media mix

he media plan which is derived from the marketing and advertising plan has set a broad framework for media decisions. he execution of this plan depends upon the following considerations: %& Budget: 2 choice of media will depend to a large extent upon the size of the advertising budget. Certain media types may be too expensive for the funds available. ;or example: the cost of national transmission over (oordarshan may be too high for an advertiser. he cost of maintaining a neon sign cannot be afforded by small budget advertisers. '& *ompetitor>s Strategy: Media decisions of one advertiser are influenced by the competitor7s strategy. 8ome years ago only large advertisers used television in 0ndia. =ut with the runaway success of 3irma detergent# manufacturers large or small used television to gain maximum exposure# with the hope of creating another success story. 2n advertiser tries to reach the same audience as its competitors. .e may also attempt to find specific target groups not reached by his competitors. 0n both these cases he considers his competitor7s strategy before deciding his media mix. (& -re2uen!y #Fs 1ea!h& 2s explained in the earlier section# fre1uency and reach are important considerations in the media plan. ;re1uency refers to the number of times the advertiser reaches the same person# while reach refers to the total number of people covered. he greater the fre1uency with which you reach the same person through media selection# smaller the reach will be and vice +versa "assuming a limitation in the size of the budget%. 2n advertiser will need to know the 1uantitative data about media audience in order to make more accurate fre1uency and reach decisions. ;or example: 0f an advertiser uses radio# he may be able to afford to broadcast the advertising !ingle every )E minutes# and this increases the fre1uency of the radio listeners exposure to the advertised message. =ut the reach of this message is limited and will not cover those who are not listening to the radio. ,ith the same budget# the advertiser can buy less radio time# place a few insertions in the print media and buy some television time. his combination will reduce the fre1uency at which an individual consumer is exposed to the advertised message but will increase its reach. hus# there is always a trade$off between these two considerations.

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3& .n!reasing distri utors> support: 2lthough consumer media are selected primarily to affect the consumer# the impact of media upon distribution channels# that is the middlemen# is also important. >ffective use of advertising media lends support to the middlemen7s selling efforts. Middlemen are more likely to support a brand that has greater exposure in the local media. 9etailer sometimes runs their own tie$in advertising along with the producer7s advertisement# in the same media. 4& *ontinuity: 2 decision must be made about how long an advertisement campaign should be run on one media. here is a cumulative advantage from continuity# as a greater audience will be reached in erms of both fre1uency and coverage by advertisements continually placed in one medium. he same medium will have some new audience. ;or products such as toothpaste# soaps# that are fre1uently re$purchased# continuity is a more important consideration. =ut products that are purchased infre1uently may find it more suitable to use a variety of media in order to reach varied audience. ;or example: the ads of 8intex water tanks. 5& -le/i ility: he ability of the media to adapt to changing and specific needs of advertisers is flexibility. Certain media allows such flexibility with respect to the advertised message# the geographical coverage and the ad budget ;or example: the times of 0ndia group of publication may offer advertisers the flexibility of placing ads in different editions of the paper. 8o if# for instance# /arle7s find that competitive activity has increased in (elhi# it may use the (elhi edition of imes of 0ndia to combat competitor7s activity. 6& -ran!hise Position: 2dvertisers using a particular medium over a period of time may en!oy special franchise positions. 8pecial page positions in magazines and newspapers may be reserved for them. ;or example: he back page of =usiness 0ndia may be booked by =a!a! 2uto while the inside back cover of 0ndia oday may be booked on a long term basis by ,ills ;ilter Cigarettes. 7& Standard of "!!eptan!e and *odes of )thi!s: Most media vehicles have codes of ethics that set the standards of acceptance. G& *ost per Thousand: his is the most important consideration while making media decisions. 2lthough the cost is considered while fixing the budget# the concept of cost per thousand is the accepted norm for measuring the media effectiveness. he formula for computing cost per thousand is e1ual to /rice of the medium to the advertiser@(elivered audience "in thousands%. his formula has certain limitations. he delivered audience may not be the same as the prospective customers. 2d!ustments to arrive at the prospective customers are possible but this is not always easy to compute. 8econdly# there is no data available to find out whether the delivered audience has actually seen or heard the advertised message.

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%@& *reati#e !onsiderations: Creative considerations such as the 1uality of reproduction# the colour effect# special effects# have to be considered. he medium must be appropriate for the ad message. ;or example: he ads for ice cream would be reproduced better in colour and therefore black and white newsprint is not appropriate. Media decisions have to be made in consultation with the creative team that has actually produced the ad. ,ithin the medium selected# decisions related to unit buying# is also influenced by the creative team. here is a constant tug$of$war between the creative team and the media team . the creative team wants larger space# more ? and radio time and superior 1uality of /B/ material# while the media team along with the finance department of the client looks for economy and maximizing the effect of every rupee spent on the media. %%& The medium and Target *onsumer Mat!h: he media mix has to reach the target consumer. 0t the advertiser wants to reach men between '4 and 44 who are professional# the >conomic imes will be obviously a more appropriate choice than ;emina. =ut sometimes matching consumer profiles with media characteristics becomes a lot more difficult. ;or example: Media planners will find it difficult to decide which kind of households can be reached by the .indi feature film ? slot v@s the A B7clock serial slot. 2 thorough analysis of the target market will help in making this match and will reduce wastage of media expenditure. %'& Language: 0n 0ndia this is an important consideration and depending upon which a particular ethic group has to be reached a particular language newspaper# or television and radio programme must be used. %(& Prestige of media: 0t is said that the prestige of the advertising medium is transferred to the advertised product. ,hen an ad appears in times of 0ndia# the image of the newspaper is transferred to the product and this helps in building the brand image. 8ponsorship of prestigious programme such as the Bscar awards# Grammy awards# ,orld Cup matches# are also considered prestigious advertising opportunities. %3& The )ditorial )n#ironmental: 8ince the broadcast media # that is the radio and ? media# are government controlled# they are not perceived to have independent editorial policies. =ut the print media en!oys the freedom of press and each publication has its individual editorial philosophy. he editorial environment in turn influences reader profile. 2dvertisers would like to place their ads in publication having an appropriate editorial environment. ;or instance# the ads of political parties have appeared in various newspapers while the ads promoting brand name of li1uor tend to use men7s magazines as their vehicles. %4& ,ature of the produ!t or ser#i!es and nature of the market to e !o#ered: 8ome products have niche markets and a special direct advertising medium will be suitable for them. ;or example: (etergents for washing machines

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can be used only by people having washing machines# but daily consumer products have a wider market and hence may use mass media. he geographical extent of the market has also to be considered. 0s the market local# national or international for example: he ads of 2ir 0ndia will appear both in national media as well as international magazines and other media. =ut the ads of 0ndian 2irlines will probably use only national media. %5& "#aila ility of Media Time and Spa!e: Media time and space have to be booked in advance. ,hen an announcement is to be made immediately# the advertiser has little choice but use the available media time and space. Most popular media slots have to be booked months in advance. Media buying has become an important component of media planning due to the cost constraints and increase in competitive activity.

Step fi#e: Budget "llo!ation and Media Buying

=udget 2llocations: classifies spending my medium" region" and time of year Media Buying a. Bccurs once plan is approved b. =uyers work with media representatives to negotiate final prices for the various activities

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9ole of Media =uyer

&. /rovide inside information to the media planner '. 8electing the media vehicle ). 3egotiating the price *. Monitoring the Media vehicle 4. /ost campaign evaluation

Media &,yer% work i ad*erti%i ) a d media a)e (ie% e)otiati )# ',r(+a%i ) a d mo itori ) media %'a(e o &e+al- o- t+eir (lie t%. T+ey aim to rea(+ t+e +i)+e%t ,m&er o- 'eo'le i t+e tar)et a,die (e at t+e lowe%t 'o%%i&le (o%t. .+o%e media may i (l,de ew%'a'er%# ma)a5i e%# 'o%ter%# i ter et# tele*i%io a d (i ema. Media &,yer% work a(ro%% a ra )e o- media or %'e(iali%e i o e 'arti(,lar area. T+ey o-te work o more t+a o e (lie t a((o, t at a time. " %ome -,ll %er*i(e a)e (ie%# o--eri ) &ot+ (reati*e a d media# t+e role o- media &,yer i% o-te (om&i ed wit+ media 'la er.

ypical work activities

Media &,yer% work (lo%ely wit+ media 'la er%. Media &,yi ) a d 'la i ) a(ti*itie% may &e (om&i ed i o e role# 'arti(,larly at t+e early %ta)e% o- a (areer. Ty'i(al work a(ti*itie% o- Media &,yer% i (l,de:

worki ) o a ra )e o- (lie t a((o, t% at t+e %ame time# o-te 6,))li ) *ario,% 'ro6e(t% a d deadli e%7 ide ti-yi ) t+e tar)et a,die (e -or a 'arti(,lar media (am'ai) a d de(idi ) +ow &e%t to (omm, i(ate to t+at a,die (e7 kee'i ) ,' to date wit+ i d,%try re%ear(+ -i),re%# i (l,di ) di%tri&,tio -i),re% 8 ew%'a'er% a d ma)a5i e%9 a d a,die (e -i),re% 8T: a d radio97 mo itori ) &,yi ) %trate)ie%7

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liai%i ) a d &,ildi ) relatio %+i'% wit+ (lie t% a d media %ale% (om'a ie%7 e)otiati ) wit+ media %ale% (om'a ie% to o&tai t+e &e%t rate% a d mo%t a''ro'riate media %'a(e% i o li e# &road(a%t a d 'ri t ad*erti%i )7 liai%i ) wit+ media %ale% 'eo'le to ad6,%t media %(+ed,le% i re%'o %e to a,die (e -i),re%7 &ooki ) i di*id,al media %'ot%# 'a)e%# 'o%ter%# i ter et &a er%# &road(a%t ad*ert%# et(.7 e %,ri ) t+at t+e ad*ert% r, a((,rately %o t+e de%ired media me%%a)e i% %ee a d +eard &y (o %,mer%7 (lie t re'orti ) a d &,d)et ma a)eme t# i (l,di ) 're'ari ) (o%ti )% -or (lie t% a d 'rod,(i ) %'e di ) ,'date% t+ro,)+o,t t+e (am'ai) 7 (olle(ti ) a d a aly%i ) %ale% a d (o %,mer data7 , dertaki ) re%ear(+ ,%i ) a wide ra )e o- %'e(iali%t media re%o,r(e%7 mo itori ) t+e e--e(ti*e e%% o- t+e (am'ai) ; t+i% data may al%o &e ,%ed to mo itor -,t,re (am'ai) %7 %,''orti ) t+e media ma a)er a d ot+er (ollea),e%.

Step Six: Eva uation

Media 'la e*al,atio i% a (r,(ial -i al %te' to (+e(k w+et+er t+e 'la ed media. 'ro)ramme (o -orm% to t+e o&6e(ti*e% a% %et -or it. .

Media Buying in Detail Types of ,ewspapers "d#ertising

%& Display ad ertising: o distinguish advertising from editorial matter# display advertising is designed comprising the copy# the layout# and the visuals. hese ads come in all sizes. hey are placed all over in a newspaper# depending upon the policy of that paper. (isplay advertising is national or local. '& Co!operati e ad ertising: 6ocal ads can be inserted on cost sharing basis between the manufacturer and retailers + co-operative advertising. 6ocal display advertising is charged a lower tariff than the general display advertising. ". 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 estate# matrimonial# automobiles and so on. Classified ads can be classified display ads# where bold letters# illustrations# borders and other visual elements are used.

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3ewspaper also put a pre$printed ad insert in the paper. he paper with the insert is delivered to the reader. 0t is !ust a method of distribution for advertisers. 0t can be geographically selective and cost$effective. Pla!ing the "d in the ,ewspapers ,e have to fill an insertion order while placing the ad. his 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. 2gencies provide newspapers the ad material in finished form. 0f a small advertiser expects the newspapers to compose the ad# the newspapers first create a proof which is to be checked by the advertiser for correctness. Bnce 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. 0t is a proof of publishing as per re1uirements. 0f there is an error# the advertiser or its agency can ask for rate ad!ustment or free insertion.

Print Media Buying

a& ,ewspaper uying: Characteristics of #ewspapers
%& .mmedia!y& 3ewspapers offer the greatest advantage of conveying the message 1uickly. hey are flexible and so the advertising copy can be written very close to the time it goes to press. his characteristic is especially useful while launching new products or making public announcements. he advertisements can thus have a powerful new emphasis. ;or example. ,hen the manufacturer of Good Dnight launched K.0 L mos1uito repellent# half page ads were inserted in the imes of 0ndia to announce this launch. ': Sele!ti#ity& his is one of the greatest advantages in the 0ndian context. he advertiser can select the geographical area over which the message is to be communicated as also the language. 3ewspapers offer split$run facilities using which advertisers can test different campaigns in different geographical areas. (& ,ewspapers Me!hani!al 1e2uirements. 3ewspapers come in standard and tabloid sizes. 2dvertising space in newspapers is sold on the basis of columns and inches. Most newspapers are largely printed on newsprint "a coarse paper stock% by high speed presses. herefore there are limitations on the kinds of illustrative

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materials that can be effectively reproduced. 3ewspapers have recently begun offering colour supplements. ;or example# the 8aturday imes of the imes of 0ndia # > >s1uire of he >conomic imes and the 8unday supplements of most of the newspapers. 0n addition to innovative colour techni1ues# newspapers are adding other features to attract advertisers. ;lexform advertising offers the advertiser the opportunity in any conceivable shape. hose parts of the newspaper page not containing the advertisement are filled with editorial matter. ;or example# the ads of Cinthol 6ime# lime 6ite and 6iril have used the techn1ue. 8uch unconventional layouts# surrounded by editorial matter are hard for the reader to ignore. 3& Variety: Most newspapers present a suitable variety of material to provide an interesting mix for a wide range of readers. 2 typical newspaper has sports# financial pages# society news# city news# shopping columns# comic strips and other features. 8ome pages are widely read by women# other by men interested in business news# and so on. 2n advertiser can select a target market by placing his advertisements in certain sections or pages of the paper. 4& Penetration: Morning newspapers are read by almost all the literate people. he readership is much more than the circulation. ;or example# the imes of 0ndia circulation is 5# EE#&': while its readership is )A# ):#EEE. Children are also keen readers of certain section 5& Types of newspaper: here are a wide variety of newspapers to choose from. 2dvertisers who wish to make announcements would use morning newspapers. ;or example# public issue of shares and debentures. he copy in the morning newspapers has to be short and attractively illustrated. he evening newspaper can be used to advertise family products such as refrigerators# television sets and cupboard# which re1uire detailed explanation and long copy including special offers and hire$purchase schemes. 8pecialty newspapers such as he >conomic imes can be used for business$to$business communication such as advertisements of 8D; ball$bearing# .C6 computers# and so on.

$d antages of #ewspapers as an $d ertising %edium

%& Prestige& he prestige and respectability of the newspaper is transferred to the advertised product@service. '& Segmentation. >ditorial content of the newspaper influences the type of its readers and thus offers segmentation of the market. ;or example# Kthe 0ndependentL claims that its readers are young decision$makers# highly educated and professional# while the imes of 0ndia has greater appeal among the middle and older age groups. he characteristics of selectivity and variety explained above increase the newspaper7s advantage in market segmentation.

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(& -le/i ility& he newspapers offer tremendous flexibility to advertisers. ,hen it is raining in =ombay# it may be hot in (elhi. ,hile the =ombay newspapers can be used to advertise raincoats and umbrellas# the (elhi edition of the same newspaper can be used to advertise air coolers. he most important is the time flexibility that is the contents of the advertisement can be changed upto a few hours before the paper goes to press. M9; yres use the press medium !ust before the monsoons in =ombay by predicting the date of the first rainfall and thereby communicating to the consumers the urgency of changing to M9; yers before the monsoons. 3& Split 1un -a!ilities. Many newspapers offer split run facilities. he 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 systematic rotation through the entire circulation. his permits simultaneous circulation of two or more advertisements in identical editorial surroundings with comparable audiences. 4& Heying the ad#ertisement& 0t is possible to key the advertisement and attach a mail order coupon in order to measure its effectiveness. 5& Measuring 1ea!h& he 2udit =ureau of circulation "2=C% gives the readership and circulation figures and therefore it is possible to measure the reach of different newspapers. 6& Mo ility& 3ewspaper can be carried and read anywhere# while travelling# at the place of work# in library# inn doctor7s waiting room and so on.

&imitation of #ewspapers as an $d ertising %edium

(espite the above advantages newspapers have the following limitations: %& Limited !o#erage. 0n 0ndia with the literacy# level being low newspapers cannot be used to penetrate the lower income segments of the market. '& Short Life& 0t is often said Kas stale as yesterday7s newspaper.L 2 newspaper has a very limited life and therefore advertising will have little impact beyond the day of publication. (& Hasty reading& 8tudies indicate that people spend about )E minutes on the paper. his means that the ad must make its impression 1uickly or it will fade. 3& *ost& 0t is an expensive medium that is unsuitable for small advertisers especially the morning >nglish newspapers such as the imes of 0ndia. 4& Poor 1eprodu!tion& Most of the pages are in black and white and the colour advertisements are not as well reproduced as those in magazines. herefore we rarely find food and fashion ads in newspapers.

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5& Demonstration and Display& 0t is not possible to demonstrate product usage as in television commercials.

-a!tors affe!ting the !hoi!e of newspapers are as follows:

%& *ir!ulation and 1eadership 0t is important to know who will notice our ad. 9each of a newspaper is given by circulation# which is the number of copies distributed each day for a daily or each week for a weekly. /aid circulation means the subscribed copies sold on stalls. Controlled circulation means free copies distributed. he circulation is certified by a body 2udit =ureau of Circulation "2=C%. '. Contract rate or earned rate is ased on agreement& 0t gives a scheme of the number of ads or the amount space to be bought for earning a discount. 0f this condition is not satisfied an additional charge is levied called the short rate. =asically# ad rates are 9B/ + run of press# and ads can be placed anywhere on any page. =ut for special position# we have to pay more. 0f the same publication house publishes more than one newspaper# it can offer a combination rate which is lesser than the rate of buying in each individual media. (& Split 1un -a!ilities& Many newspapers offer split run facilities. he 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 systematic rotation through the entire circulation. his permits simultaneous circulation of two or more advertisements in identical editorial surroundings with comparable audiences. 3 "d#ertising 1ates& Most advertisers are constrained by their budgets and thus a newspaper that offers a competitive rate is most attractive. /ublishing groups such as the imes of 0ndia offer special rates for booking space in several newspapers from the same group. "for example# an advertiser would get a competitive rate if he placed ads in the imes of 0ndia# 3avbharat imes# he >conomic imes and the 0llustrated ,eekly. 4& Spa!e "#aila le& ,hen the advertisement is to be published urgently# space availability may be the only determinant. he positions available in the newspaper are also of a prime consideration. he front page is the most attractive commands the highest rate. Certain other positions close to a popular section are also sought after by advertisers. 5& Language& his consideration is closely related to the profile of the readers. ;or products that have local markets# regional language newspapers are

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attractive. ,hen an advertiser wants to appeal to a specified ethnic group he may use regional language newspapers. ;or example# a music group catering for (andia 9aas enthusiasts would find Gu!arati newspapers the most suitable medium. 6& *olour& Many newspapers offer colour supplements which are more attractive than the black and white section. 2dvertisers are willing to pay higher rates to en!oy the colour advantage. 7& Time of .ssue& Morning newspapers attract advertisers of new products who make announcements that re1uire immediate attention. he copy is short and it has less technical information. 2fternoon newspapers attract advertisers of household products and entertainment# while 8unday newspapers attract a great deal of advertisers catering for women "colour ads of Garden saris%# children "ice$ creams%# men "industrial products%. G& )ditorial Poli!y& his factor plays a crucial role in today7s changing political scenario. 3ewspapers that are pro$government may find it easier to attract advertisers. 2dvertising in anti$establishment newspapers would imply that the advertiser is against the government and this may create problems such as delay in granting license and so on. 8ome newspapers are owned by political groups such as K8amnaL by the 8hiv 8ena in Maharashtra. his also influences the reader profile.

& Maga=ine uying:

Magazine are of three types + general interest maga$ines like %ndia Today and &utloo' or business magazines like (usiness %ndia" (usiness )orld or (usiness Today or special maga$ines for niche markets like >astern /harmacist for pharmacists. rofessional journals are also specialized magazines like the !ournal for chartered accountants# company secretaries and costs and works accountants. he advertisements at the top left and top right hand of a newspaper are called ears.

"d#antage of Maga=ine "d#ertising

he newspapers and magazines have different advantages though both belong to the print media. The pe!uliar ad#antages of maga=ines are:

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1. Demographic selecti ity: >very magazine has a different audience whose demographic and psychographic characteristics are different. hus *emina is a magazine for young women# whereas +avvy is a magazines for mature women. ,anohar -ahaniyan has a typical audience of north 0ndian middle class. >ach magazine thus helps us to target at a particular age group# gender group and income group. 8pecial interest magazines provide a specific audience. '. (eographic )electi ity: 8ome magazines have all$0ndia circulation like %ndia Today. 8ome magazines are confined to a region like ,alayalam ,anorama. 8o magazines help us target a geographic market we re1uire without considerable waste. ". Creati e Flexi*ility: .igh fidelity reproduction is a speciality of magazines on account of their superior 1uality of paper and printing. hey also provide opportunities for innovative adds like pop-up ads# sample$bearing ads# scented ads# outside inserts as booklets. 4. Dura*ility of %essage: Magazines are kept for a longer time# and are read again and again. More time is devoted to reading a magazine. 0t means that the chances of the ad message being seen are more in magazines. 2s the magazines is preserved for a longer time# the message has a durability of longer duration.

Disad#antages of Maga=ines "d#ertising

0n spite of several advantages# magazines have many drawbacks as advertising media. 1. &ead Time &onger: he ad material will have to be submitted much in advance because a magazine re1uires elaborate production plan. he lead time is sometimes AE days before the release of an issue. 0t is difficult to change the message on account of changed circumstances and contingencies. hese days magazines are trying to shorten the lead time as much as they can. '. &imited Reach and Fre+uency: Magazines have limited reach as far as the total number of households are concerned. o reach a larger audience# it is necessary to buy a lot of magazine space. 2s their periodicity is either a month or a fortnight or a week# it is difficult to have higher fre1uency. o overcome this drawback# a media planner uses several magazines or adds other media to supplement magazine ads. ". #o )ound and %otion: Magazines rely upon the printed copy and visuals to convey the message# and lack the sound of radio or motion of ? which makes these audio$visual ads greatly effective.

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Maga=ine uying: !actors a""ecting the choice o" Maga#ine are as "o o$s
,hile planning magazine ads# we have to consider factors like circulation and readership# ad rates# placement of ads# special facilities given by the magazines. 1. Circulation and Readership: Circulation figures indicate the number of people who will get to see the ad. =ut circulation for magazines keeps on fluctuating. he ad rates are based on guaranteed circulation. 0t is the figure of those least number of copies which will be delivered. rimary readership of a magazine is the readership of actual buyers or subscribers. +econdary readership get to read the magazine as it is passed on by the primary readers. +econdary readership is a matter of research. 0t always exceeds the circulation. "2=C% 2udit =ureau of Circulation certifies a magazines circulation. '. %aga,ines $d Rates: he rate card shows the rate to be paid and production specifications. 0t also spells out agency7s commission policy and provides other relevant information. here are separate rates for =lack and ,hite and colour ads. he rates increase depending upon the number of colour used. =leed ad has its background colour spread all over the page till its edges. 0t carries an extra charge. Magazines offer a variety of sizes + full$page# half$page# 1uarter$ page ads. ;ractions of a page in several combination can be offered. .atefold ad opens like a safe# when its two folds are opened. 0t occupies an extra$wide page. 1un-of-press ads are pla!ed anywhere. he preferred positions are the first$ cover# the front inside cover "second cover%# the inside backcover "third cover% and the outside cover "fourth cover%. Generally# ads are not sold on first cover. Cover ads get more altention# and command higher rates. /referred position is opposite to the contents# or near popular editorial features. >ven a run$of$press ad can be made effective by using appropriate copy and layout. a& Preferred-position 1ates: each newspaper specifies its preferred$position rates. & *om ination 1ates: 2 number of combinations are available to advertisers. ,hat they all have in common is the advantage of greatly reduced rates for purchasing several papers as a group. !& Multiple 1ate !ard: Many 3ewspapers offer a number of rate cards for different categories of advertisers. ". $udience )electi ity: 2s we noted earlier# the audience niche reached by a publication is normally the starting point for evaluating a magazine. 8uccessful magazines tend to appeal to relatively audience segments# especially compared to the general magazines of the &A4Es such as /ife" /oo'" and The +aturday 0vening ost. .owever# today even the largest + circulation publications have an identifiable editorial focus. +ports %llustrated" T1 .uide" and ,odern ,aturity all reach millions of readers but concentrate on relatively few topics. By: M H Lakdawala 35

he closest publications to the general + circulation magazines of the past are Reader2s 3igest and the newspaper + distributed supplements 4+A )ee'end and arade. .owever# it is apparent that the typical consumer magazine reaches a particular demographic or lifestyle category. he combination of clearly defined demographics and compatible editorial environment make magazines important to many advertisers# either as the primary building block of a media schedule or as a valuable supplement to other media. -. .xposure to a company/s primary target audiences. Magazines can reach narrowly defined audience segments# especially among high + income households. here is no 1uestion that magazines represent the most efficient means of reaching a significant segment of affluent prospects. ;urthermore# the ma!ority of this audience are not heavy users of other media. herefore# when the marketing ob!ective is to reach affluent customers# magazines will almost always play a central role in the advertising plan. ;or more and more national advertisers# the decision is not one of deciding between magazine and television# but rather how to use hem as complementary media. 2 study commissioned by the M/2 found the following: he combination of print and television produces greater communication of brand attributes than print alone or television alone. he selection of a brand versus its competitors increases more when print and television are used in con!unction with each other than when television or magazines are used separately. 0t is evident that advertisers must plan their creative strategies and executions to strengthen and enhance the communication ob!ectives for both media. he complementary advantages of combining magazines and television are greatly reinforced when creative strategies are complementary for both media. 0. &ong life and creati e options. 2 ? commercial is over in )E seconds# we whiz by a highway billboard so 1uickly that only a fleeting glance is possible# and the average newspaper is in the recycling bin before we leave for work. 0n this disposable media world# magazines stand alone as a tangible vehicle. Magazines are often used as reference sources. 2rticles are clipped# back issues are filed# and readers may go back to a favourite magazine numerous times before finally discarding it. 2dvertisers potentially benefit from each of the exposures. Magazines also offer advertisers a wide range of flexible formats such as double$ page spreads# bright colours# even product sampling. Magazines are particularly suited to long copy. (iscussions of detailed product attributes for automobiles and appliances as well as advertising for financial services all lend themselves to magazines.

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1. 2ualitati e factors. 2dvertisers buy magazines based on their ability to deliver a particular audience at a reasonable cost. .owever# more than any other medium# magazines depend on less easily measured# 1ualitative criteria that advertisers traditionally look for in magazines are the following: 6& *redi ility& Many consumer magazines are considered the leading authority in their field. Car owners look to Road 5 Trac'" hunters to +ports Afield" stockholders to *ortune" and gardeners to +outhern /iving as sources of reliable information. 2s we discussed earlier# it is this position of magazines as authoritative sources that led to so many cross$media spinoffs into other media. 8ometimes the relationship between media credibility and advertising is direct. ;or example# the Good .ousekeeping 8eal has been used by .ood 6ouse'eeping magazine for more than 4E years as a method of endorsing products that are advertised in the publication. 0n other cases# the connection is less obvious but nevertheless an important part of the 1ualitative selling environment of magazine advertising. 7& *ompati le editorial en#ironment& ,hen a person picks up .olf 3igest" .lamour" or C Computing" there is little doubt about their interests. hese same readers also watch prime$time television# listen to the radio on the way home from work# and see numerous billboards each day. .owever# it is difficult o anticipate what they are thinking about on these moments. Bn the other hand# specialized magazines can practically guarantee a synergism between reader and editorial content. G& 1eader in#ol#ement& he average reading time for a consumer magazine is 4' minutes. More importantly# the more highly educated a reader# the more thoroughly he or she reads a magazine. 8tudies show that readers with a college degree are exposed to the average magazine page more fre1uently and also are more likely to see the advertisements. 9eader involvement is related to the credibility and editorial relationship that readers develop with their favorite magazines. ,hile not easy to 1uantify# these factors play a role in determining in which medium advertisers will invest their dollars. 13. &ong closing dates. Pnlike the spontaneity of radio and newspapers# magazines re1uire a long lead time between when advertising material must be submitted and when the ad will run. ;or example# a magazine advertisement may run < to &E weeks after an advertiser submits it. his long lead time makes it difficult for advertisers react to current marketing conditions either in scheduling space or developing competitive copy. he long closing dates are one reason why most magazine copy is very general. 11. $d 4an5ing. ,hile not an inherent disadvantage of all magazines# ad banking is a practice that some advertisers do not like. 2d banking is the practice of publications such as !ational .eographic to cluster "or bank% all the advertisements toward the front and back of the publication. 2dvertisers fear that

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banking creates advertising clutter and makes it less likely that their advertising will gain high readership. 8ome advertisers exclude such publications from their media schedules. 1'. $ aila*ility of demographic and geographic editions. Bn a national scale# magazine demographic and geographic editions meet the same demands of large advertisers. 0t is very rare that a national magazine does not offer some type of regional or demographic breakout of its total circulation. hese special editions are called partial runs and are very common and important to magazine advertising. Demographi! )ditions& Ma!or magazines routinely offer advertisers those Q0/ codes with the highest average income. 2dvertisements can limit their ads to subscribers in those areas. Vo!ational )ditions& 2 magazine may identify professionals or executives among its readers and allow advertisers to purchase a partial$run directed only at these readers. 0eographi! edition: he oldest# and still most available# form of partial$run is the geographic edition. (epending on the publication# a magazine may offer a combination of city# state# or regional editions. Bne advantage of geographic editions is that they can be used for both subscriptions and newsstand sales# whereas both demographic and vocational editions are confined to subscribers. 0t is extremely common for even relatively small circulation magazines to offer some form of partial$run advertising.

Split-1un )ditions
0t is a special form of the partial$run edition. 8plit$run editions normally are used by both advertisers and publishers for testing purposes. he simplest form of split$run test is where an advertiser buys a regional edition " a full$run is usually not bought because of the expense% and runs different advertisements in every other issue. >ach advertisement is the same size and runs in the same position in the publication. he only difference is the element being tested. 0t may be a different headline# illustration# product benefit or even price. Partial-run and split run editions offer a num er of enefits to ad#ertisers& &. Geographic editions allow advertisers to offer products only in areas where they are sold. '. /artial$run can localize advertising and support dealers or special offers from one region to another. 2s advertisers# increasingly adopt local and regional strategies# the partial$run advantages will become even more apparent. ). split$run advertisement allows advertisers to test various elements of a campaign in a realistic environment before embarking on a national rollout.

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*. 9egional editions allow national advertisers to develop closer ties with their retailers by listing regional outlets. his strategy also provides helpful information to consumers for products that lack widespread distribution. Partial-run editions also ha#e disad#antages: &. C/M levels are usually much more expensive than full$run advertising in the same publication and close dates can be as much as a month earlier than other advertising. '. 0n the case of demographic editions# the lack of newsstand distribution for these advertisements can be a ma!or disadvantage if single$copy sales are significant for the publication. ). 8ome publications bank their partial$run advertising in a special section set aside for such material.

%arious &inds o" rebates' discounts and rates o""ered in print media bu(s
1. 2. 3. 4. 5. 6. /(atter &,y% <'-ro t &,y% Make )ood% /'ot &,y% B,lk di%(o, t% 0,ll &,y or 'artial r,

Tele#ision Buying

By: M H Lakdawala

39

Tele#ision
Strengths
. mpa!t

:eaknesses:
-leeting

Market !o#erage . ntrusi#e -le/i le *ost-effi!ient ; *PM< Prestigious

)/pensi#e
+ Big show s& Big Bu!ks& + Produ!tion !an e e/pensi#e

Best show s ha#e limited a#aila ility

Merits and Demerits of TV "d#ertising

Spe!ial Merits of TV:

%& T6 has immense impact:

3o other medium can ever complete ? as far as effective presentation is concerned. 0t attracts attention immediately. Computer graphics has made it still more effective. 0t arouses interest in the product. 0n print ads# these two steps re1uire deliberation. .ere it comes spontaneously. ? commercials and sponsored programmes are impactiveC even when the viewer is temporarily not before the set. '. .xcellent 2uality of Production : ?7s sponsored programmes and (( programmes have been improving in terms of 1uality content wise as well as product wise consistently over a period of time. he agency exercises overall supervision. ,e have cadre of ? producers now. 8ometimes the movie moghuls themselves produce a ? serial "e.g. 8agar produced 9amayana and =. 9. Copra the Mahabharat%. 8o skilled hands this medium. 8ome sponsored programmes are lavishly made. hey do a lot of outdoor shooting. =ut most of the programmes are indoor shot programmes.

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). Retailers also watch T6: =oth consumers and distributors are ? viewers. he retailers might miss out the ads in print media. =ut they are exposed to ? ads. hus they fell inclined to stock these products. 3and Dishore Dhanna R 8ons# a local firm making .omacol li1uid soap has definitely improved its distribution after ? advertising. he single medium does a double !ob. *. %t is a Comprehensive Technique: 0n ?# there is a uni1ue blend of sight# colour# movement# sound# timing# repetition and presentation in the home. /ut together it has more attributes than any other medium. 0t# therefore# produces 1uick results. Bnly the product should be a nationally marketed consumer product. 4. . ocation of .xperience: it stimulates the experience of using and owning the product. :. Demonstration: /roduct benefits can be shown most effectively by ?. =enefits may accrue over a period of time. =ut by using the techni1ue of time compression# product benefits can be shown in a &E second spot. 5. $nimation: 0t is possible to vest the product@logo with human 1ualities. 2nimated characters do not alienate us. <. 7mage 4uilding: ? succeeds in building a powerful image of the company and its products. 0t can also pro!ect an image of the users rendering it excellent for life$style advertising. A. .motional Content: ? triggers off nostalgia# tenderness# generosity kindness and such other emotions. he special effects enhance the impact. STou have to be extremely genuine on ?.

Spe!ial Demerits of TV "ds

&. 7t ta5es time to produce commercials and sponsored programmes : his medium re1uires planning and deliberation. he consent for sponsorship is hard to come by. 0t lacks the flexibility of press and radio. 0f not rightly produced# the ads look very crude. =ut once produced as per our re1uirements# these ads can be repeated over a period of time "3irma ad%. '. 7t is a transient medium: .ere the commercial flickers for a few seconds and goes off the air. ,e work over hard with insistent !ingles and repeated sales message. 8ometimes# the commercial is repeated fre1uently. ? ads alone may not be sufficient. hey need supportive ads in other media. More than one or two spots are necessary to be as noticeable as one insertion in print.

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). Time gap to purchasing: 0f ? advertisement sinks into the mind# it is okay. =ut otherwise# a mind that is well prepared for buying a certain product cannot do so immediately because there is a night to go by and only next morning the action can be taken. =y that time# we might not have kept the product in mind. he Sbuy now7 pressure exerted on the ? viewers is totally wasted because the stimulus is often lost by the following morning. his is one of the reasons why ? needs a very high fre1uency to sustain the impact. *. $n immo*ile medium: 9adio can be listened to either in car or while walking. 3ewspapers are read in locals# in offices and at many other locations. 9ight now# ? is watched only at home. 0t re1uires a captive audience. 0t penetrates the home. his is an advantage as well as a disadvantage. 4. Difficult to gain en+uiries: ? restricts itself to typical purchases. (etailed en1uiries cannot come. 0t is difficult to note either the telephone number or the address.2nother ma!or problem is that too much is compressed in a ? commercial lasting for a few seconds. 0t is a digest# and is easily assimilated and absorbed. 2t first viewing# there is novelty. =ut on absorption# this wears off. Bn repeated viewing# it becomes monotonous. >verything is anticipated. his problem can be overcome if we can serialize a commercial. 0t is better to produce several less ambitious films than to produce one super production. 8light changes make all the difference in results. :. Time Constraint: 0n a few seconds# we can put forward only one selling proposition. 5. Production Costs: Cost of producing a commercial is high as compared to costs of the print production. he paying capacity of the client# the prevailing rates in the market# the nature of the product# and the commercial values of the programme that accompanies the commercial determine the final production cost. <. 8ardware Capa*ility: he .?. set of the viewer and its technical capability determine the overall impact of the commercial. Cinema can afford the luxury of long shots# but not a .? commercial. 2ll commercials should be tested in real life situations# mostly on portable = R , sets. he colour reproduction is controlled in the print media# but on colour .?. set the capability of the set itself determines the colour reproduction. A. )tatutory Controls: .?. commercials have to conform to a broadcast code strictly.

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&E. Fragmentation of $udiences: 2ll channels have a diversity of programmes to attract viewers. hey intend to penetrate the viewers of other channels by a diverse programme mix. his channels penetration at the same time gives programme options. his naturally leads to fragmentation of audiences and lower regularities of viewer ship. 0 is difficult to convey a message in such a situation. 0t can prove a blessing in disguise for the print media. he relationship with .?. is extremely flirtatious. &&. .ffect of Clutter: the viewer ship of commercials is less than the viewer ship of the programme which accompanies them. he lengthier the chain of commercials# the less is the viewer ship. 8everal studies in 0ndia have shown that the total audience for commercial for an average .?. programme is substantially lower than that of the programme# sometimes below over 4E per cent. he figure is further eroded due to large passive audiences of the total commercial audience. he duration of a commercial does not seem to play a significant role in brand name recall. op rate programmes on any channels have high clutter leading to poor and recall.

!actors a""ecting the choice o" Te evision are as "o o$s

%& Tele#ision 1ating Point: ? advertisers7 evaluate the medium according to the delivery of certain target audiences. 0n the case of networks and large affiliates# advertisers tend to look for exposure to fairly broad audience segments. he basic measure of television of elevision is the rating point. he rating expressed as a percentage of some population "Psually ? households%# gives the advertiser a measure of coverage based on the potential of the market. '& Share of audien!e: 2lthough the rating is the basic audience$measurement statistic for ?# another measure# the share of audience "or simple# share%# is often used to determine the success of a show. he share is defined as the percentage of households using television that are watching a particular show. 0t is used by advertisers to determine how a show is doing against its direct competition.

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(& Cp--ront and s!atter Buys: /urchase of ? time by advertisers during the first offering for the coming season by networks. 2mong the ma!or up$front trends are: a. Greater demand for time b. 2gency using computer models called optimizers which provides additional data to ma!or prime$time advertisers# which gives them confidence to spread their budget. c. Globalization d. 8pecial events he up$front season is followed by a second phase known as scatter plan buys. 8catter plans are usually bought on a 1uarterly basis throughout the year. hey are designed for larger advertisers who want to take advantage of changing marketing conditions or# more often# for smaller advertisers who are shut out of upfront buys. Generally# scatter plans will sell at a higher C/M than up$front spots because there is less time inventory and smaller advertisers do not have the leveraged to negotiate the C/M levels of larger networks. 3& Spot Tele#ision or Spot Buys ,hen national advertisers buy from local or regional stations# the practice is known as spot television or spot buys. 0.e. purchase of time from a local or regional station# in contrast to purchasing from a national network. he term comes from the fact that advertisers are spotting their advertising in certain markets as contrasted to the blanket coverage offered by network schedules. he primary disadvantages of spot television are that it re1uires a great deal more planning and paperwork than 3ational 3etwork since each market must be bought on a one$to$one basis and its more costly on a C/M basis than 3ational 3etwork buys. Primary purpose for Spot Buys: &. o allow network advertisers to provide additional G9/7s in those markets with the greatest sales potential. '. o provide businesses with less than national or uneven distribution# a means of avoiding waste circulation incurred by network elevision. ). 8pot buys allow network advertisers to control for uneven network ratings on a market$by$market basis. *. 3ational advertisers can use spot to support retails and provide localization for special marketing circumstances. 4& ,egotiation: 3egotiation is the key to the elevision buying. 8ince each advertising package is uni1ue to a particular advertiser# there are no rate cards for network television

By: M H Lakdawala

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advertising. 0n 3egotiation process advertisers negotiate for time across a number of elevision options. 5& Pre-emption rate: 2 considerable portion of spot ? advertising time is sold on a preemptible "lower$rate% basis# whereby the advertiser gives the station the right to sell a time slot to another advertiser that may pay a better rate for it or that has a package deal for which that particular spot is needed 6& 1un of S!hedule ;1+S< 2n advertiser can earn a lower rate by permitting a channel to run commercials at its convenience whenever time is available rather than in a special position. 7& Produ!t prote!tion: >very advertiser wants to keep the advertising of competitive products as far away from its commercials as possible. his brings up the 1uestion of what protection against competition an ad will get. 2lthough some station say that they will try to keep competing commercials 4 to &E minutes apart# and guarantee that they will not run them back to back. G& Stripping: 8cheduling a syndicated program on a five$day$per$week basis. hat is# they will run KDyunki saas bhi kabhi bahu thiL or K(esh$?ideshL# Monday through ;riday in the same time slot. his practice is called stripping since the show is stripped across a time period. 0t is cost efficient to buy fewer shows for multi$showings and allows a station to build a consistent audience for selling commercials to potential advertisers. Channels do not want huge rating or audience composition swings from one day to another. Di""erence bet$een SO) and rating point s(stem SO): =o o- 'eo'le w+o +a*e %wit(+ed o to a T:. Total +o,%e+old% wat(+i ) T: > 100 Total T: Ho,%e+old *ating Point: =o o- 'eo'le w+o +a*e %wit(+ed o to a T: 1ro)

Total +o,%e+old wat(+i ) a 'arti(,lar 'ro) > 100 Total T: Ho,%e+old

1adio "d#ertising:
Commercial radio in the 0ndian context has certain inherent characteristics. 0ts strengths lie in: &. Bffering local coverage on its medium wave channels

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'. /ermeating all economic and social strata# thereby reaching the masses ). 0ts daily fre1uency# offering scope for continued messages *. =roadcasting throughout the day so that message may be repeatedly broadcast 4. 9eaching un$educate village folk who do not read print publication :. ,hen the message is to be carried to a large number of people who speak different languages# radio is a most suitable medium which admirably does the !ob at the least cost. 5. 0n a country like 0ndia# where literacy rates are low# and so newspapers have limited significance# radio is a popular both with advertisers and audiences. 0n radio# the news service is continuousC unlike ? where we receive news in the morning transmission# and again in the network programme in the evening# which is wide spacing. o the advertisers# news breaks on radio are the peak listening points when it pays to advertise. <. 9adio commercial can be produced 1uickly and is not so costly also. 0t can be repeated over a period of time. 9adio thus is afforded by even small firms. A. 9adio Creativity and ;lexibility Pnlike other out$of$home messages# radio commercials are not static but can be changed almost immediately to reflect different market conditions or new competition. he personal nature of radio# combined with its flexibility and creativity# makes it a powerful medium for all types of advertisers and product categories. Bne of radio7s greatest strengths is its flexibility. Copy changes can be made very 1uickly. ,hen marketing conditions suddenly change# you can react instantly with radio. he short lead time in production and copy changes is an enormous benefit to advertisers who may need last$minute ad!ustments to their sales messages. &E. he ability to anticipate or react to changing conditions cannot be underestimated. &&. he simplicity of radio can be a ma!or advantage in making tactical marketing decisions. 9adio7s 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.

*ommer!ial radioE howe#erE suffers from the following weaknessesA

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&. 0t is an audio medium onlyC hence it affects certain essential elements of communication '. Certain operational limitation are imposedC for example# the minimum period of a fortnight reduces the medium7s flexibility ). 6imited commercial time available. Bnly &E percent of time availability restrict the fre1uency of message exposure *. 6imited availability of commercial radio. here are only '< radio stations offering commercial broadcasting against )EE in a country. 4. here are possibilities of distortion in communication. /recision of script$ writing is a very challenging task. 0n ?# vision accompanies the words and so there is no misunderstanding. :. ,e know what is SDhurram Dhurram7 /apad on ? commercial but the concept is transmitted poorly on radio. ,ord pictures are necessary on radio. 5. here is a overselling in place of precise explanation. 0t is a real hazard. Much is at stake on the announcer7s presentation who has to do hard$selling !ob. 2n insistent voice really irritates. ? does this !ob effortlessly. <. 9epetitions are monotonous. 9adio is also a transient medium with no durability of message. 2udience research of radio is really grey area. 0n 0ndia# before advertisers can think of radio as a serious medium# this research data should be easily available.

BCJ.,0 1"D.+
=efore radio salespeople can convince clients to buy the medium# they must put themselves in the place of individual clients to determine how radio will accomplish their marketing and advertising goals. he successful salesperson must approach the sale from the client7s point of view. 2t one time# radio held a uni1ue role in the media schedule of most advertisers. Generally# radio accomplished one of three functions for an advertiser: %t supplemented other media to add weight to a schedule. 0t is particularly valuable for special sales or to react to unanticipated marketing conditions. Radio was valuable as a niche medium. 2s we have seen# radio often reaches market segments that are not heavy users of other media. ;or example# for many teenagers radio is the primary medium# while print is very ineffective. *or a few retailers" especially smaller stores or those with narrowly segmented clientele" it was their only medium.

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47

oday# advertisers continue to use radio for each of these marketing and advertising ob!ectives. .owever# the radio salesperson finds that the medium landscape is full of new competitors# each claiming to accomplish many of the same tasks as radio. he localized strategy adopted by many national advertisers# led media such as television to see the advantages of competing for local dollars as well as selling added local weight to national advertisers. 2t one time# radio competed only with newspapers for local dollars. oday# radio finds Tellow /ages# local cable outlets# broadcast stations# outdoor# direct mail# free shoppers and specialty books for real estate# automobiles# etc. + all trying to get a share of the local advertising dollar. 2ll of these competitors have a visual element that radio lacks. 0t has never been more important for radio to develop creative strategies to overcome this ma!or disadvantage. he radio salesperson must become a marketing consultant# a partner with a client in showing how radio can solve the problems. 2 central element in successful radio sales Kis an understanding of other media$not merely to identify and take advantage of a competitor7s weak spots# but to be able to speak from an informed# ob!ective point of view about the strengths and weakness of all the media# and to work with the client in developing the most productive marketing plan.L 0t is clear that clients buy radio as a part of overall media strategy. 9adio# or for the matter any medium# is rarely purchased on an individual basis. he client and the media salesperson must view the media plan as a synergistic one in which each medium complements with others. Pnless radio can create a value to the other media# it is unlikely it will be a part of media schedule. ;ortunately# radio offers uni1ue characteristics that will allow it to be considered for at least a secondary role in the advertising plans of virtually all advertisers. CS.,0 1"D.+ 1"T.,0S 9adio also uses ratings and shares and calculates them in the same way as of the ? ratings. .owever# the audiences and programming of radio mandate that ratings be used in a way much different from the way ratings are used in television. 0n this section# we will discuss some uses of ratings that are uni1ue to radio. 2mong the primary differences between the use of ratings in television and radio are the following: 9adio advertisers are interested in broad formats rather than programs or more narrowly defined television scatter plans. 9adio ratings tend to measure audience accumulation over relatively long periods of time or several dayparts. Most ? ratings are for individual programs.

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he audiences for individual radio stations are much smaller than television# making radio ratings less reliable. 8ince most radio stations reach only a small segment of a market at a given time# there is a need for much higher levels of advertising fre1uency compared to other media. ;M =roadcasting 0ndia ushered in a new era of ;M broadcasting on 2ugust &4# &AA) with the introduction of private participation in the channel. 6et us be ac1uainted with a few facts about ;M : ;re1uency Modulation. 9adio# as perhaps you are aware# is a way of combining sound waves with an electromagnetic wave. 0t was introduced by 9eginald 2ubrey ;erguson# an engineer from Canada. ,ho 2re the buyers of outdoor media- hey are tobacco companies# tyres and soft drink companies# consumer goods companies "<E p.c. business%# financial advertisers "'E p.c. business%. 3o where else in the world# financial advertising is done by outdoor media. Cinema hoarding have become a thing of the past.

Dire!t 1esponse
(irect$response advertising can reach virtually any demographic# product user# or even lifestyle segments with extreme accuracy. 0t is a medium particularly attuned to the target marketing philosophy of the &AAEs and has shown significant growth in the past decade.

$d antages of Direct $d ertising

%& Market Segmentation& 0t is possible to prepare mailing list spread across different geographical areas depending upon your target market. his is specially useful in 0ndia where people speak different language and come from across cultural backgrounds. '& Personal Tou!h& (irect ad has personal touch and that appeal to consumers. 0t is possible to select from mailing lists and addresses letters individually. 9eading every name on the cover and several times in the letter flatters the consumer and creates the right atmosphere to sell the product idea. (& *omplete attention& Pnlike ? where ads is mixed with entertaining and newspaper where it is read along serious news# direct ads is read with minimum distractions. 3& -le/i ility& Pnlike the print medium where the ad is constrained by limitations of size and space available# literature in direct ad can come in different forms# shapes and sizes.

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4& Testing the "d#ertisement. 0t is the most appropriate method of testing effectiveness by KkeyingL different mailers. 0t is possible to measures which ad got the maximum response. 5& *onfidentiality& 0t is possible to control the type of audience that will be exposed to your ad message. his ensures relative secrecy and it is possible to keep the rivals guessing about your sales pitch. 6& "n "id to Sales People. 2 direct mailer preceded by a sales persons visit makes it easier for the sales person. 7& .ndustrial "d#ertising& (irect mailers are useful while advertising industrial products which can be explained in detail in categories. G& Lo!al "d#ertising. his medium is used by a local advertiser such as retailers# tuition and coaching classes# gyms and hobby classes. he opening of new outlets# discount sales and other special offers are also made using this medium. %@& )!onomi!al& ,hen the market is small and can be identical it is useful to use this medium. %%& Legal 1estri!tions& M9 / and other legal restrictions disallow advertising by pharmaceutical companies for products other than B C for example Crocin or ?icks ?apo9ub. /rofessionals such as doctors and lawyers also cannot advertise their services. 8uch classes of advertisers find direct advertising most suitable.

&imitations of Direct $d ertising

Mailing List& he success of direct ad depends upon the mailing list. 0f the mailing list is comprehensive and complete and it reaches the target market it can be effective. 0n 0ndia with limitations of computer facilities and accurate secondary data about consumers7 demographic profile it is difficult to prepare a suitable mailing list. *ost: Cost per thousand is definitely more expensive than other media that is when large numbers of people have to be reached this medium is not suitable. 1eader .n#ol#ement: ,hen too many mailers are received reader involvement reduces and they tend to throw away the sales letters even before opening them. *ost of Produ!tion: =rochures and catalogues produced in colour on art$paper can be very expensive and cannot be used by small firms.

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67D.9 $) $# $D6.RT7)7#( %.D7:% 7ntroduction 0n recent times video has been one of the fastest growing medium. Most advertisers reserve a part of their advertising budget for video. Qandu /harmaceuticals has allocated &4 per cent of its ' crore ad budget to this medium. 2round &' per cent of =a!a! >lectrical7s ad budget is devoted to video. he 2kai =ush sound system is being pushed through video alone when the video first arrived in the late 5Es its cost over 9s. 4E#EEE. Cassettes had to be imported and there was no real prospects of growth since (oordarshan had not started the colour telecast. 2ll this changed after &A<* with the coming of the colour telecast $d antages of 6ideo as an $d ertising %edium %& *ost& .t is mush !heaper than TV& ,hile a &E sec spot on the 3ational 3etwork in the A pm slot costs 9s. AE#EEE# the comparative cost on a video cassette works out to be !ust rs. :#EEE. 2ccording to a study done a )E sec spot per thousand viewers on video costs merely 9s. : compared to 9s. && and 9s. &) on ? and Cinema. '& Segmentation& ?ideo offers segmentation depending upon the type of movies and languages. 2n >nglish movie will have a different clientele than a Marathi or a .indi one (& Situational "d#ertising& 0t is possible to insert an ad before or after as appropriate situation. 3& *o#erage. ?ideo has been used effectively by companies approaching the rural market. 2rmed with video cassettes of films and commercials of their product "called video Tatra% they have captivated the rural audience. he number of video sets is also on the increase. &imitations of ideo as an $d ertising %edium %& Kapping& he fast forward control has been a problem area for an advertiser. to overcome this computers have been used to super impose ads on the frame of the film itself. '& Short Life& 2 large number of films are released every month and the life of a new film is somewhere between one week and two months. 2t the end of this period the pirated cassettes will have some another films taped on them. hus while new films have large viewer ship and are ideal for a number of campaign# several media planners prefer old evergreen films for long term ob!ectives (& Variety. hough there are several video magazines the ads are more popular in film based cassettes. his limits the market penetration in up$market segments. he alternative is the >nglish feature films which can reach the up$

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market consumers. =ut the poor 1uality of films imported by the 3ational ;ilm (evelopment corporation "3;(C% has been a handicap. 3& .nterferen!e with )ntertainment& oo much advertising on video has a nuisance value especially ads superimposed on the movie 4. =oredom watching the same as again and again leads to boredom and negative appeal. 5& Pirated *assettes& his can be termed as an advantage since more people watch the cassette than originally paid for. =ut in most of these films the ads are edited poorly which may spoil the image of the product.

+CTD++1 "DV)1T.S.,0
But$of home media include outdoor posters "=illboards# /ainted =ulletins and on$ and$of premise signs of all descriptions. ,hatever may be the slight difference in the interpretationC all outdoor ads have no editorial vehicle to carry the messages. he viewer has to incur no expenditure# nor has he to make any effort to see an outdoor advertising# where as this is not so with other media. 2n ad message is not brought to the audienceC it is audience who go the message# though they view it in the course of their other activities. Butdoor ads offer repeat opportunities for looking at the ad messages# either at the same place on an identical =illboard at another location. Bnly such =illboards are 1ualified as outdoor media. 9oadside and on premises devices# which are not of standard sizes and@or designs# are not classified strictly as outdoor ad. hey are referred to as signs. hese media can at the best be called But$of .ome "BB.% media.

:hat is a Bill oard$

Butdoor advertising is mostly =illboard advertising. he first use of this advertising was in promoting theatrical programmes. he playbill was pasted outside the theatre# so that passer$by could see it. his was done to promote attendance at these theatrical performances# and was no doubt a primitive form of advertisingC but it is existence even today. he KbillsL were pasted on walls# fences or on boards around the town. he word =illboard has its origin in the playbill posted outside the theatre. 2fter automobile came in and the road network became increasing the extensive# the outdoor poster at the roadside became a useful medium for advertising. he word /oster is used to convey an advertising message# and it is posted on a structure built for that purpose.

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he original poster was a sheet of paper# '< inches by *& inches. 8everal such Kone$sheetsL could be combined to make larger posters to fit different frames. he most popular size poster is '*$sheet poster. his is the size of a structure for which '* individual sheets of the above mentioned size are re1uired to fill the board. 3ow# with the modern printing press# bigger size sheets can be printed. he same space can be now be filled say# with only &E sheetsC but we still call this size a '* sheet poster. 2 '*$sheet poster lhas a copy area which is &E* inches high and ')* inches long. 2 )E sheet poster has also ac1uired a wide acceptance nowadays providing a copy area of &&4 inches by '4A inches. he bigger posters# called bleed posters# of size &'4 inches by '5' inches# have also gained popularity. /oster panels may be illuminated or regular "non$ illuminated%. ,hen night traffic is dense in metropolitan areas# there is a need for illuminating the posters. /ainted boards constitute another ma!or outdoor advertising. 0nstead of printing on a sheet of paper# the message is painted. his is very important# particularly when the billboard is exposed to rains and is likely to get spoiled soon. Bf the outdoor boards which have a longer life span# the painted poster is the most acceptable.

The following are the ad#antages of the outdoor media:

&. he outdoor offers long life. '. 0t offers geographic selectivity. =illboards give us the flexibility to vary the ad message to suit a particular segment of the market. 2n advertiser can use this medium nationally# globally# by region# by market and even by specific location within those markets. ). he advertiser can incorporate the names and addresses of his local dealers or agents at the bottom of the poster. hese dealer imprint strips are called snipes. *. he outdoor offers impact. 8hoppers are exposed to last minute reminders by outdoor advertising when they are driving down to the stores or a shopping centre. Butdoor displays are in large size and in bright colour# and have a provocative message$ all of which make a good impact on prospective customers. 4. Butdoor advertising allows for a psychedelic display of the product# trademark and slogan. :. 6ife$like ?isuals and 6ifestyle 2dvertising: 3ew technology makes it easier to advertise the branch on hoardings. 0t reinforces the ? and /rint advertising. Butdoor alone among all other media generates for the local governments and civic bodies.

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+utdoor ad#ertising has the following limitations: &. 8ince the copy of billboard ads must be brief# it places a limitation on getting the message across to the prospect in enough words. his brevity has made outdoor advertising merely supplementary advertising. he print or broadcasting media are mainly relied upon to deliver longer messages. '. Butdoor advertising is non$selective in the sense that the audience who get the exposure are people of all ages# sexes# educational and socio$economical levels. here is no selectivity of a particular type of audience. ). Butdoor advertising when employed on a national basis is relatively expensive. *. =lind spot is the most dangerous thing that advertiser fear when it comes to outdoor advertising. he term is used to refer to a campaign that is sustained for a long $time. he 1uestion is how to continuously create novelty in hoardings. 2mul has overcome blind spot syndrome. 4. here is a problem of getting the reliable data on the number of people who actually see an advertisement. :. /rice of message decay: Most advertisers find that it takes more and more money every year to advertise. Message decay has emerged as a ma!or problem for all advertisers. 5. he outdoor advertising industry is mainly a local business operation. 8everal individual firms run by a single businessmen# own posters and painted display location. 0n cities# town and in road sides# which sell those individual location for outdoor advertising to advertiser. <. 3ormally# the sale of a location is for a certain period of days or weeks or months. here are also large firm owning large number of locations. 8elvel and 2dvertiser are some of the names that are popular in outdoor location selling business. here are few chain of firms operating in this business. A. ,ith a regard to the location of outdoor advertising# let this point be stated clearly that its value is only in its location. 0n order to be effective the angle of the billboard from the road# and such other accepts has helped in gaining better attention of the motorist# are important. hese are many variables which make a location good for a poster or a painted display. 8ome of these are: -orms of outdoor ad#ertising 2s we mentioned at the outset of this chapter# outdoor is only one of the several categories of out of home advertising# however in terms of revenues# public familiarity and long term usage# the two basic forms of out of home are posters

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and painted bulletins. 0n both vehicles# the message is designed by the advertising agency. he design is then reproduced on paper posted on panels#. he larger painted bulletins are prepared by outdoor company artists in a studio or on site. a& Poster panels he most common type of poster is really two posters in one. =leed and )E sheet posters# which use the same frame# constitute the typical highway billboard with which we are so familiar. hese posters are available in some A#EEE communities. /oster buys can be made for a single location or total national coverage. he standard poster panel measures &' feet by '4 feet. he bleed poster either prints to the edge of the frame or uses blanking paper matching the background of the poster. he term bleed is# of course# borrowed from the bleed magazine ad# which has no border. he term sheet originated in the days when presses were mush smaller and it took many sheets to cover a poster panel. oday presses can print much larger sheets# but the old space designations are still used. /oster displays are sold on the basis of illuminated and nonilluminated panels. 3ormally# poster contracts are for )E days# with discounts for longer periods. hose panels in locations with high traffic volume are normally illuminated for '* hours exposure. 2 typical poster showing will consist of 5E$<E percent illuminated posters. ,hen buying an outdoor showing# the advertiser is given the number of displays# the number that are illuminated and nonilluminated# the monthly and per$ panel cost# and total circulation or exposure. The )ight-sheet poster Bne of the fastest$growing types of outdoor advertising is the eight$sheet poster. >ight$ sheet posters measure 4 feet by && feet# about one$sixth the size of )E$ sheet posters. he posters# sometimes called junior posters# were originally developed to provide small# local businesses with affordable outdoor advertising# but when the eight$sheet outdoor advertising association established a standard poster size# it enabled national and regional advertisers to use the medium throughout the country. 9esearch shows that these small displays placed low and close to the street deliver dramatic advertising visibility and impact at a reasonable cost. 8ince most small businesses generate AE percent of their sales from customers who live within a ) mile radius# eight$sheet posters are an ideal way to deliver targeted advertising messages in these well$defined trade areas while avoiding paying for costly waste circulation. Bne of the strengths of eight$sheet posters is that they often conform to local zoning regulations that exclude larger boards. 2nother advantage of eight$sheet posters is their cost efficiency.

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& Painted ulletin /ainted bulletins are the largest and the most prominent type of outdoor advertising. /ainted bulletins are of two types: permanent and the more popular rotary. he permanent bulletin remains at a fixed location and can vary in size# since it is never moved. he rotary bulletin is a standardized sign that is three times larger "&*feet by *< feet% than the standard poster and provides greater impact than traditional posters. 0t can be moved from site to site to ensure maximum coverage of a market over a period of months. =oth types of bulletin are located at choice sites along heavily traveled thorough fares. hey are almost always illuminated. =ulletins are approximately four times more expensive than posters. 0n recent years# the basic bulletin has been augmented with special embellishments# such as cutouts# free$standing letters# special lighting effects# fiber optics# and inflatable. /ainted bulletins contracts are usually for a minimum of one yearC however# short$term contracts are available at a higher monthly rate. he rotary bulletin gives the advertiser the advantage of the greater impact of the painted bulletin along with more coverage and penetration than a single site could deliver. he rotary bulletin can be moved every )E# :E# or AE days# so that during a &' month period consumers throughout the market will have seen the advertiser7s message. !& Spe!ta!ulars 2s the name implies# outdoor spectaculars are large# usually uni1ue displays designed for maximum attention in high traffic areas. hey may consist of special lighting or other types of ingenious material and innovations. 0n some cases they utilize a building as the canvas for the message. he cost of spectaculars is very expensive and both production and space rentals are normally negotiated on a one$time basis. .owever# the minimum contract period for most spectaculars is usually a year. 0n the near future# we may see the combination of outdoor and video as a standard feature of outdoor. 9egardless of what new technology comes to outdoor# it is obvious that static# paper poster soon may be history. K0n the futureUU..outdoor advertising companies may be able to change the image# the text$a billboard7s whole look$with push of a computer button because billboards across country may be connected via satellite. ;or example a fast$food chain could advertise breakfast goodies for the morning crowd# and later lunch@evening meals by changing images and copy in a matter of seconds. echnology for billboards to function as video screens exists todayUU.but at this time cost don7t !ustify its use as a mass$market tool.L

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Transit ad#ertising
ransit advertising includes a number of formats and distinctly different advertising vehicles. "mong the ma8or forms of transit ad#ertising are the following: =us exteriors axi exteriors =us and commuter rail interiors Commuter station posters Miscellaneous displays such as terminal clocks and air terminal posters he king$sized posters dominate bus advertising space and are the most used format for both national and local transit advertisers. ransit provides a number of advantages to advertisers and# although still a small medium by total advertising standards# has grown at a significant rate in the past several years. >stimated revenues for transit are approximately O)EE million. The popularity of transit ad ertising are due to a num*er of factors: Transit prices ha e low o erall cost and CP% le els. ransit prices are even lower than traditional outdoor. Transit reaches prospects in the mar5et place and is attracting an increasingly upscale audience as pu*lic transportation *ecomes more popular in many cities. 0n the case of interior signs# advertisers are reaching a captive audience of riders who average almost 'E minutes per trip. he nature of transit audience allows somewhat longer messages than outdoor signs. The repetiti#e nature of the transit audien!e 2ui!kly uilds high le#els of fre2uen!y o#er relati#ely short periods& ransit advertising provides a low$cost option for reaching a mobile# urban audience. ,ith likelihood that mass transit will be more popular in the coming yearsC the growth of transit advertising is assured. 2dded to its ability to reach this audience is the fact that municipal governments are seeking new sources of revenue and transit advertising rental space is one that is readily available. Types of Transit ad#ertising: %& Shelter ad#ertising ,ith traditional out of home media facing falling revenues and legal restrictions# shelter advertising is a ma!or growth area. 8helter advertising is normally used as a complementary medium to outdoor posters. 0t has the advantage of being able to be used in areas where zoning regulation ban outdoor. By: M H Lakdawala 57

0n addition# shelter messages reach not only bus riders but vehicular traffic. 0n fact as much as AE$ percent of the total shelter audience is vehicular. Shelter ad#ertising has three ma8or ad#antages: a. 7t is an extremely inexpensi e medium. C/M levels are among the lowest of any advertising medium. 0t is also similar to other out$of +home media in that it generates high reach and fre1uency in a short time. *. $d ertisers can use shelter ad ertising to target specific mar5ets . ;or example# a packaged good may use shelters in front of supermarkets or !eans wear on the college campus. c. )helter ad ertising is illuminated for '-! hour reach and pro ides maximum exposure and awareness. ,ith *x: signs# shelter advertising provides stopping power for both pedestrian and vehicular traffic. Pnlike other media# it rarely suffers from clutter from other competing messages. 0t is obvious that shelter advertising# although accounting for a small portion of all advertising revenues# will continue to grow at a faster rate than overall advertising expenditures. 2s new product categories come into the medium# we may even see larger increases in the shelter sector. ;inally rather than facing the regulatory problems of outdoor# the revenues generated by shelter posters are often shared with municipal transit companies# making the medium a revenue producer to many cities facing tight budget '& .nterior !ards or !ar !ards =uses and subways usually have overhead and wall mountings for advertising. 6ocal trains also have advertising space on their walls. hese are especially useful when catering for specific target group such as women. he ads can be placed inside the women7s compartments of the local trains. Pnlike the posters which cannot be read at length commuters in train have ample time to reach the ad. 2nd therefore a longer copy can be used. 8ituational$ specific advertising can also be used# for instance Godre! has used car cards very effectively. Car may be spoilt and disfigured by mischievous youngsters. he train route is drawn and below that the product is advertised. his ensures that commuters referring to the map will notice the product for its marvel soap. Godre! used the ad line K2fter the hot sticky !ourney you need the creamy freshness of Marvel.L he main disadvantage of this medium is that the ads environment is not pleasing for most commuters and is not a very pleasurable experience. his may put them in hostile frame of mind. (& )/terior Posters& =uses also have display ads on the outside space.

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=>8 buses rent out the entire bus that can be attractively painted with the ad message. (ipy7s Iams was the first product that used the =>8 as an advertising medium. 8ince then several products have used this medium effectively. his medium is not useful during the rainy season as maintenance cost increases. 0t has also not succeeded in rural areas and semi$urban areas where the state transport buses ply. his is because the roads are so dusty that the buses get very dirty and the advertised message loses its appeal. 3& Station and Bus shelter and Bus and 1ailway Ti!ket

Point-of-pur!hase ad#ertising
/oint$of$purchase advertising "/B/% is an essential part of any sales promotion strategy for products sold through stores. 0t provides a final# all$important step in the process of capitalizing on brand awareness and influencing individual purchasing decisions. /B/ advertising is both a part of the integrated marketing mix and an impulse stimulant. ,hat sets /B/ advertising apart from other forms of promotional activity is its ability to influence the purchasing decision at the very moment the consumer is selecting a product. hat distinction is reflected in the following definition of /B/ from the /oint$of$ /urchase 2dvertising 0nstitute "/B/20%: (isplays# signs# structures# and devices that are promotional# and are used to identify# advertise# or merchandise an outlet# service# or product and serve as an aid to retail selling. he key word here is promotional. Merely stocking a shelf with soap or cereal doesnNt make for /B/. 3or does a sign that says VMeat (epartment.V =ut within /B/ "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. M"D+1 TJP)S +- P+P 7. Signs differ from displays in that the messages on them are more general. hey may serve notice that a given brand is being promoted or simply direct shoppers to an area of the store where a product is on sale. 8igns 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 donNt take up precious floor# wall# or counter space.

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'& :indows Displays& hese are very popular methods used by chemists7 department stores showrooms. 0n fact the term K,indow 8hoppingL has been used to describe Kthe pullKthese attractive window$displays exert on every passes$by. ,indow display contents are used by manufactures to promote retailers to display their products attractively. 2t present ,ipro7s =abyCare product have grabbed window displays at chemists outlets. (& Displays *ards& hese are elaborate cut$out models that are placed outside the retail outlet or placed near the cash$counters. ;rooti# a tetra bricks pack soft drink used this medium effectively. .uge cut$outs of the model drinking ;rooti were placed besides boxes filled with hay and foorti packs. his gave an impression that ;oorti was as fresh as mangoes. 3& :all Displays& .ere the folders may be stringed placed across the wall 4& Mer!handising of 1a!ks and *ases& he manufactures may supply the display racks for their products. he round !ar of Cadbury7s >clairs placed besides the cash counters the racks to display Maggi 8oups and the huge hamper with Maggi 3oodles swinging at the doorway of the retail outlets are striking examples. 5& .n store *ommer!ials& his is the latest form of /.B./ advertising. he commercials are viewed by consumers within the store and act as sales people trying to effect a sale. >lectronically operated display panels near cash counters or small screens near shelf$spaces can be used to exhibit the commercials. hese are common in supermarkets. $d antages of P.9.P $d ertising &. 0t is the last advertising opportunity before the purchase and therefore the manufactures has to hardsell. '. he /.B./ material is generally similar to the press and ? advertisements and therefore acts as a reminder of mass advertising. ). 0t provides information and identification of the brand its image. *. the most important advantage is that it increases the sales turnover and makes their outlets attractive.

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4. 9etailers recognize the value of /.B./ as it increases the sales turnover and makes their outlets attractive. :. 8ales promotion contents can be successful by /.B./ material# for example: 2 retailer may display the latest /epsi promotional campaign. 5. 2t times it can be economical and convenient for the retailer to use /.B./ material# for >xample: 2 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. 0n short /.B./ advertising acts as a dealer aid as well as stimulant for consumers. <. Manufacturers need not depend upon retailers to push their brands as the /.B./ acts as a pull techni1ue. A. 2s organized retail such as =ig =azar increases# self service will become the order of the day. his increases the importance of /.B./ advertising &imitations of P.9.P $d ertising &. ,ith growing competition manufactures are fighting for limited retail spaces. his increases the clout of retailers. '. /.B./ material is useful only when it is placed at a high level or in an attractive manner. his may not be always possible. ). 2 clutter of too many /.B./ materials may confuse the consumer. *. 9etailers are not too bothered about installing the display and when one salesman installs the /.B./ materials# the next salesman from the next sales firm replaces the display with his own. his limits the life of the /.B./ materials. 4. ,all displays and signs may get damaged or may deteriorate. :. (isplay racks may misused by stocking it with competitive merchandise 5. 9etailers usually do not pay for /.B./ material and therefore may not use it correctly and effectively. <. 6arge manufactures having a long term relationship with the retailers and financial clout may en!oy premium places for their displays to the disadvantage of smaller manufactures

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.nternet as an emerging medium in .ndia

he internet is one of the emerging mediums in 0ndia as of today. 6ike many other media it too has its advantages and disadvantages in the below mentioned areas: "d#antages: )ffe!ti#e 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. .owever# one must remember that ma!ority of the people on the net are educated and from urban backgrounds. 8o it makes sense only for those who are looking at this target audience to advertise on the net. >g. 0t doesn7t make much sense for lifebuoy to advertise on the net. -le/i ility of e/e!ution - theoretically# internet as a medium provides one with a good amount of flexibility of execution. Bne can communicate its message in the form of print or one can create a whole audio$visual experience or even set up a virtual tour experience of the product. >g. Many tour operators have a virtual tour site of different countries. /roducts like mobile phones can be seen from all angles because of )$( animation. one-to-one with !onsumers: he primary attraction of the 0nternet is its ability to deal one$to$one with consumers. 0n theory# business and consumers can buy products# exchange product information# and ac1uire valuable research with the touch of a computer key. 0n practice# the 0nternet remains an experimental medium with vast underutilized potential 0rowth: .owever in future one expects the medium to grow across sections of society. he 0nternet is the ultimate research tool# with its ability to measure exactly how many people used the medium and or purchased a product he 0nternet is among the most flexible media# with an ability to immediately change copy in reaction to market and competitive conditions. 1ea!h: one of the main advantages of the medium is that it exposes you to the world. he knowledge you can obtain from the internet is close to infinite. 2nyone in the world can see your websiteC see your ad Weven if it is a little banner on a small siteX. 0t is also a medium where you can communicate to a specific target audience. *heaper medium to ad#ertise: 0t is a relatively cheaper medium to advertise. Disad#antages:

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o this point# the 0nternet is mostly promise rather than performance. 0t is difficult to determine the effectiveness of the service because it is largely experimental in a commercial sense. *onne!ti#ity with respe!t to .ndia + this is one of the main disadvantages of advertising on this medium. 0ts presence in the rural areas is nonexistent and in the urban areas a lot is left to be desired (espite the growing popularity of the 0nternet as a means of informal communication# many consumers are still reluctant to use the service for purchasing products and services. 0n particular# consumers seem reluctant to give their credit card numbers over the 0nternet# even though secure sites are available. he sheer number of commercial and non$commercial web sites makes it difficult for consumers to know what is available or# once know# have much time to spend with any single site. he limitations are that it is not widespread in the country. 0t is almost redundant for rural advertising. he fact that you cannot do more than animations of a website is a disadvantage. here are several other disadvantages but over a period of time this medium is bound to emerge as a strong force in media planning.

.,,+V"T.V) M)D."
0nnovative media focuses on alternative platforms of advertising which open up new avenues for advertisers. 2s technological breakthroughs facilitate better modes of communication# the emergence of new media has enhanced reach on several levels. he result is new advertising vehicles which are wider in reach# specific in targeting and most of all# lower in cost. The Vidiwall: he ?idiwall is an intensely captivating advertising medium which truly represents the best of todayNs technology. he ?idiwall is essentially a mega screen capable of broadcasting high 1uality audio$visuals# banners# logos R slides of stunning size# resolution and picture 1uality. SMS 2dvertisers are beginning to experiment with the mobile phone and text messaging as an advertising medium# but as yet# there are no fixed guidelines for the correct ways in which to use it. hat means the potential for abuse is vast.

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here are two ways that an advertiser can potentially use 8M8 as an advertising medium. he first is to simply obtain a database of mobile phone numbers and send messages directly to end$users. his is similar to bulk e$mailing# which counts among the marketing tactics that irritates customers and prospects the most. .owever# the annoyance of unsolicited e$mail will pale beside the nuisance of having hundreds of unwanted text messages broadcast to oneNs cell phone every day. here is certainly a place for this kind of direct messaging# but it does need to be exceptionally well thought out and executed. Most importantly# end$users that are contacted through this mechanism need to agree to it# and should be able to easily opt out of receiving the messages if and when they wish. here is# however# another way that advertisers can reach the large audience of users that have cellular phones. 0t is much less problematic than direct messaging# which is believed to represents the future of 8M8 advertising. his approach involves the placement of a short tag$on# normally no longer than )* characters# at the tail of every message sent out via a service such as mtnsms.com. ,hen a user sends a message# it goes out with an unobtrusive short brand message tagged on the bottom. his is the very sort of viral marketing techni1ue that has allowed mtnsms.com itself to grow to more than :#4m users in less than two years. hese tag$ons can also be used where content is being delivered to users who have opted in to receiving daily news# stock exchange# sports or weather updates on their cell$phones.

.,,+V"T.V) 1C1"L M)D." 0n addition to the conventional media vehicles# a lot of innovative mediums are used in rural advertising and marketing. 8ome of the most striking ones are: %& Puppetry /uppetry is the indigenous theatre of 0ndia. ;rom time immortal it has been the most popular form and well$appreciated form of entertainment available to the village people. 0t is an inexpensive activity. he manipulator uses the puppets as a medium to express and communicate ideas# values and social messages. 6ife 0nsurance Corporation of 0ndia used puppets to educate rural masses about 6ife 0nsuranceC enlisting the help of the literacy house in 6uck now. hese plays were shown to the audience in villages in P/# =ihar# R M/. he number of in1uires at local 6ife 0nsurance Companies during the period immediately

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following the performance was compared with normal fre1uency and found to be considerable higher. he field staff of the corporation also reported a definite impact on the business. -olk Theatre ;olk theaters are mainly short and rhythmic in form. he simple tunes help in informing and educating the people in informal and interesting manner. 0t has been used as an effective medium for social protest against in!ustice# exploitation and oppression. Demonstration: V(irect ContactV is a face$to$face relationship with people individually and with groups such as the /anchayats and other village groups. 8uch contact helps in arousing the villagerNs interest in their own problem and motivating them towards self$development. 0n result demonstration# help of audio $visual media can add value. 2sian /aints launched Ptsav range by painting MukhiyaNs house or /ost office to demonstrate that paint does not peel off. :all Paintings ,all /aintings are an effective and economical medium for advertising in rural areas. hey are silent unlike traditional theatre .2 speech or film comes to an end# but wall painting stays as long as the weather allows it to. 9etailer normally welcomes paintings of their shops# walls# and name boards. 8ince it makes the shop look cleaner and better. heir shops look alluring and stand out among other outlets. =esides rural households shopkeepers and panchayats do not except any payment# for their wall to be painted with product messages. o get oneNs wall painted with the product messages is seemed as a status symbol. he greatest advantage of the medium is the power of the picture completed with its local touch. he images used have a strong emotional association with the surrounding# a feet impossible for even a moving visual medium like television# which must use general image to cater to greatest number of viewers.

"m ient "d#ertising

2mbient 2dvertising definition is: he placement of advertising in unusual and unexpected places "location% often with unconventional methods "execution% and being first or only ad execution to do so "temporal%.

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3ewness# creativity# novelty and timing are key themes in ambient advertising. his definition is deliberately narrow and attempts to exclude Smainstream7 advertising 0mplicit in this definition are that 2mbient is a moveable and somewhat sub!ective term and will shift according to the advertising norms of the day. Bne of the fundamental premises of 2mbient is that the world is an advertising stage. >verything is a potential advertising mediumYsides of cows# rockets# golf$ hole cups etc. 2mbient was first used in relation to advertising in &AA: by Concord 2dvertising# a PD agency specializing in outdoor campaigns. 0t evolved from a need to apply a single term to what was an increasing re1uest from clients for Ssomething a bit different7 in their advertising. Clients# concerned with issues of cut$through# competition# decreased effectiveness and disinterested audiences wanted "and still want% advertising Swith bite7 from their agencies. his push by clients for something different saw agencies placing ads in unusual places# such on as floors# petrol pump handles and backs of toilet doors $ previously not considered as locations for advertising. 8uch campaigns did not fit neatly into existing categories like out$door# print# radio or television and hence anew term was coined. Pnusual locations are considered a defining characteristic for 2mbient advertising. .owever# Sunusual locations7 lose their point of difference with repetition and time# and so cease to be something different. This suggests two things& Pnusual location is not the only point of difference for 2mbient. he method of execution is often unusual as well. .olographic pro!ections# role$plays and graffiti are a few examples of this and certainly fit within the Ssomething different7 imperative

Media rief
he media brief is an invaluable resource that answers all of the preliminary 1uestions that we need in order to research# plan# and present the best possible media program to achieve our clients7 ob!ectives. he media brief can be referred to as a checklist for the media planners to help them prepare a media plan for a client organization.

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" good media rief should ideally in!lude the following&

%& Marketing information !he!klist: his should reflect the marketing ob!ectives and proposed strategies# product characteristics# distribution channels# brand category# expenditure level and ad expenditure of close competitors# ad expenditure on the brand for the current# previous years and proposed appropriation. '& The o 8e!ti#es: he media brief must indicate the ob!ective or ob!ectives the proposed advertising is trying to accomplish. his must clearly indicate whether the ob!ective is to introduce a new product# increase awareness about the existing brand# reinforce the current position# reposition the current brand# relaunch a declining brand# elicit direct response# improve or enhance the companies reputation or change the peoples attitudes towards the company# brand or product category. 0t would also indicate the source of business i.e. the target audience profile of the current users# proposed users etc. (& Produ!t !ategory information: 0t is pertinent for the media planner to have thorough knowledge of the product category and the positioning of the brand being handled. his helps in assessing the strengths and weaknesses of the brand and also helps in setting achievable targets. he information deals with the following broad areasYcategory definition# competitive brands# market share of various brands# sales volumes of each brand etcYto determine the scheduling pattern. 3& 0eographyFLo!ation: he media brief helps the planner in knowing his media markets. 0n other wordsC if the product is available in only the metros# then the planner will restrict his media options to those vehicles which reach the target audience in the metros. 0n case# however# the product is being launched on an all country basis# the media planner although keeping in view the holistic approach will also keep in mind the consumption pattern in various geographical locations for giving relative weightage to work areas# where the product usage is more. =esides this he will also keep in view the brand development index# sales volume and local market problems and opportunities. 4& SeasonalityFTiming: 0nformation regarding seasonality of the product is an important consideration for the media planner. 0n the 0ndian context where there are extreme climates in different parts of the country at the same time# some products are season specific. he sale of woolen products is always there in the hilly regions especially# .imachal /radesh and higher reaches of Ptter /radesh# while in southern 0ndia# except probably in some parts of Darnataka# woolen products are generally not available. he 3orth experiences severe cold for some months# hence one sees a spurt in advertising =esides# the planner should keep track of the sales patterns# influence factors such as festivals# holidays and

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the weather# spending considerations# specific sales promotions drive and clE.ient mandated spending constraint# etc. 5& Target "udien!e: 2 profile of those who buy the existing product category as also those who buy competitive brands is a very important consideration for the media planner. =uying habits must also include information about buying cycles# purchase points# fre1uency of purchase# etc. this helps the planner to know the consumer characteristics by category# brand and competitorC demographicsY age# income# education# occupation and motivationC special market segmentations like doctors# architects# children# etc. 2s also media usage data for heavy users# light users of various media vehicles.

*ommuni!ation Mi/
8Communications component 9or communication mix: is that portion of the media plan that considers the effectiveness of message delivery as contrasted to the efficiency of audience delivery.; ,hen we use the word creativity in advertising context# we usually do not think about the media function. .owever# the effective media planner must consider the creative goals# the message themes# and the actual creative execution in developing the media plan. =ecause of high cost of time and space# there is a tendency to become so concerned with media cost analysis that we forget that effective advertising must communicate to our listeners and readers. The !ommuni!ation mi/ !onsists of the following !onsiderationsA Creative redispositions of the audience: for example# teens are predisposed to radio in a different way than print. <ualitative 0nvironment for the message : Golf magazine reaches readers who are in the proper frame of mind for ads for golf balls and golf clubs than any single medium used alone

)lements of the !ommuni!ation mi/

"d#ertising: &. /rint: a. 3ews /aper b. Magazine '& Broad!asting: By: M H Lakdawala 68

a. elevision b. 9adio c. Cinema d. ?ideo (& +utdoor: a. =illboards b. .oardings c. Cloth banners d. Diosks e. 3eon signs f. electric displays 3& "m ient ad#ertising a. =us tickets b. petrol pumps c. Disan melas 4& Transit ad#ertising: a. =us shelters b. 9ailway stations c. 2irport 5& Sales promotion a. /rice deals b. =onus packs c. refunds and rebates d. Coupons e. Contests and sweepstakes f. /remiums g. 8ampling h. Continuity plans i. rade coupons !. >xchange offers k. (isplays# trade fairs# exhibitions# and event sponsorship 6& Pu li! 1elation: a. 3ewsletter b. /ress conference c. corporate advertising d. /ublic service advertising e. 8pecial events 7& Personal Selling: /ersonal selling is oral communication with potential buyers of a product with the intention of making a sale. he personal selling may focus

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initially on developing a relationship with the potential buyer# but will always ultimately end with an attempt to Vclose the saleV /ersonal selling is one of the oldest forms of promotion. 0t involves the use of a sales force to support a push strategy "encouraging intermediaries to buy the product% or a pull strategy "where the role of the sales force may be limited to supporting retailers and providing after$sales service%. G& Dire!t Marketing: (irect marketing is concerned with establishing an individual relationship between the business offering a product or service and the final customer. (irect marketing has been defined by the 0nstitute of (irect Marketing as: he planned recording# analysis and tracking of customer behaviour to develop relational marketing strategies he process of direct marketing covers a wide range of promotional activities you may be familiar with. hese include: a% (irect$response adverts on television and radio b% Mail order catalogues c% >$commerce "you bought this marketing companion following tutor'u7s direct marketing campaignZ% d% Magazine inserts e% (irect mail "sometimes also referred to as K!unk mailL% f% elemarketing %@& .nternet ad#ertising: a. 2d =anners b. ,ebsites c. 2d =uttons d. 8ponsorship e. 0nterstitial f. Classified 2d

&&. (atabase advertising:

(atabase marketing is the techni1ue of gathering all the information available about your customer# leads# and prospects into a central database and using that information to drive all your marketing efforts. he information is stored in a marketing database and can be used at both the strategic and tactical levels to drive targeted marketing efforts. 2 company that utilizes database marketing continually gathers# refines# and analyzes data about their customers# their buying history# prospects# past marketing efforts# demographics# and so forth. hey analyze the data to turn it into information that supports all their marketing and sales programs. More enlightened marketing companies also use customer and prospect interests and preferences# generally gathered on their web site# to tailor marketing efforts right down to the individual level. %'& P+P:

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a. (anglers b. ,indow displays c. 8tickers %'& Telemarketing a. 0nbound telemarketing b. Butbound telemarketing %(& off s!reen selling: a. (emonstration on ? with toll free call %3& .n film ad#ertising: 0n$film advertising# in its most effective form# is about a brand being a part of the cinemaNs content. Many global brands are now turning to this medium for the sheer impact that a movie can make on its audiences. a brand using the medium of cinema to promote its message. 2 number of marketers are now using movies to pro!ect the core values of their brands. %4& Sponsorship: To sponsor something is to support an event" activity" person" or organi$ation financially or through the provision of products or services. +ponsorship is typically done for promotional purposes" to generate publicity" or to obtain access to a wider audience. 8ponsorship may be an arrangement to exchange advertising for the responsibility of funding a popular event or entity. ;or example# a corporate entity may provide e1uipment for a famous athlete or sports team in exchange for brand recognition. he sponsor earns popularity this way while the sponsored can save a lot of money. his type of sponsorship is prominent in sport# the arts# media and the charity "Ncause$relatedN% sector. 0t is also becoming increasingly important in education. Many companies want their logo on sponsored e1uipment in return. %5& )/hi ition I Trade fairs: >xhibiting at rade 8hows is usually expensive. =ut then it is the most effective and respectable way to present company in the local and international market. he impact on prospective buyers@partners can not be so strong in any other way in today7s world that is overloading with suppliers and exporters. =ut still# an exhibition cannot guarantee business as most still depends on how you use the opportunity. %6& Brand identity .ow you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity.

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%7& *orporate identity Corporate 0dentity has become a universal techni1ue for promoting companies and improving corporate culture. 0t means any form of advertising# which has as its ob!ective# the building up of a company7s reputation. 2dvertising whose purpose is to promote the image of a corporation rather than the sale of a product or service. 2lso called V0mage 2dvertising.V he main aim is to build a positive image for the firm in the eyes in internal and external public in institutional advertising. 0t does not attempt to sell anything directly. .owever# it does a lot of good to the organization as a whole. 0t forcefully tells how the organisation is a socially responsible institution. 0t also tells about the nationalistic learning7s of the organization. 0t shows how its actions are consistent with overall national ob!ectives like environmental protection# employment generation# literacy# loss prevention# health for all etc. 0t is integrated to public relations function of the organisation. Corporate advertisements may be addressed either to consumers or other groups like government# suppliers# financial institutions etc. >ffective Corporate advertising evokes a positive response amongst the target group and creates goodwill. Corporate advertising may introduce products indirectly or may introduce the sales people indirectly. %G& )#ent sponsorship: 2 type of promotion whereby a company develops sponsorship relations with a particular event such as a concert# sporting event# or other activity.

Socio+Economic C assi"ication
The rele#an!e of S)* to media planning 8>C is essentially !udged by two broad categories + education and occupation of the chief wage earner of a household. 2ccording to 8ocio >conomic Classification# the groups 8>C 2 and 8>C = represent educated urban consumers# making up 4.<< million households in sixteen cities. More than 54J of 8>C 2 and = homes live in eight cities of 0ndia# and receive the greatest attention in respect of trendy and lifestyle products.

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oday# over )4 million homes comprise the effective consumer base for durables like automobiles# white goods# and consumer electronics 0n the early days interviews were conducted within a particular segment to identify the arget 2udience re1uired. "t these inter#iewsE the respondents were relu!tant to dis!lose any information a out their in!ome . his made the research far more complicated# as they weren7t able to identify the proper target audience. 8o in order to avoid such circumstances the 8ocio$>conomic Classification was developed by the Market 9esearch 8ociety of 0ndia. his system is based on the occupation and education of the chief wage earner of the household# so as to create an alternative to the household income# so far used as the basis of classifying households. he 8>C classifies them into 2# =# C# (# and >. 2$ being the Ppper Class and >$ being the 6ower Class. 0n order to know the socio$economic classification of the various segments# one also needs to look at the 8ocio$>conomic Classification Grid "8>C%$Prban and 9ural. 8>C allows researchers to classify 0ndian households without asking for the income details. ,hile respondents in rural areas are usually not as reluctant as their urban counterparts to reveal incomes# they have their own problems. 9ural income is seasonal# and includes hard$to$estimate aspects like barter and self$ consumption of produce. =ut the standard 8>C definition comparing occupation of chief wage earner with his@her education level was also unsuitable. V.ow do you compare occupations in rural areas like artisans and farmers $$ which do you rank higher-V asks Ioseph. V2nd peopleNs occupations arenNt fixed. hey might farm six months and do something else at other times.V 2fter looking at other variables like ownership of durables and tractors# and family size# B9G$ Marg finally evolved a rural 8>C definition which compares the education of the chief wage earner with the type of house they live in $$ defined as pucca# semi$ pucca or kuchha# depending on the materials used for the roof and walls.

Media "udit
Media 2udit scrutinizes processes of media buying# scheduling# planning# rates across media and compares it with a benchmark. Media 2udit essentially examines whether client got what it ordered# and if you they are paying for what they intended. There is #arious aspe!t of Media audit& a& -inan!ial "udit: he first is a financial audit by Media 2udit firm of the records

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of the Media =uying 2gency "M=2%. 8ince the M=2 is an external agency# they have a contractual relationship to act on client behalf to buy media space and time. his audit essentially examines whether client got what it ordered# and if they are paying for what was intended. 2nother aspect of financial audit is the payment. Client pays M=2# who in turn pays the media supplier. (id client money reach them# and did it reach on the due date- hat involves reconciliation between what client paid for and where it went. 2part from this# there is also a need to check if the authority is being exercised correctly. & L1eturn of re ates and dis!ountsL: he second type of audit is what is called Nreturn of rebates and discountsN# which some media owners give the M=2 directly for space or airtime bookings in excess of a certain volume. 8o M=2s push advertisers to spend on a given medium or channel to gain volumes# and thus rebates. 0t is called agency volume discount. 2dvertisers would want that discount passed back to them# in proportion to their spends. !& !riti2ue: he third aspect media audit is a criti1ue on the way media planning has been done by the agency. 2 campaign plan is done based on what is the optimal way of reaching your target consumers. here are numerous combinations of media @ vehicles options. Media audit examine if where client advertised was correctly optimized# both in terms of cost and in terms of thinking. 2 criti1ue can# therefore# go into the kind of media chosen and then make 1ualitative assessments and comments. he media auditor audits the media plan to examine if the plan was fair and optimum.

"perture> Marketing
"perture: he best place and time to reach a person in the target market group. 2n aperture is the ideal moment for exposing consumers to an advertising message. 0t is the moment for exposure effective advertisement when interest and attention are high. Media planner is responsible from locating the aperture opportunity Definition: 2perture is the ideal moment for exposing consumers to an advertising message. ,hen the consumer is in the purchasing mode# when the consumer is in the information mode "the search corridor%. 0n either case# advertising works best when interest and attention are high. 0nterest and attention are high. By: M H Lakdawala 74

>ven the most brilliant message will fall on deaf ears if the target is not ready to listen and in a position to act. ;or example# a person vaguely aware of depression might pay little attention to a ? ad prompting one to your doctorV about an anti$depression drug. here are simply too many steps the consumer must take$$from deciding to actually do something about the problem# to making the doctorNs appointment# to actually visiting the doctor and asking for the prescription. hus# the doctorNs office would seem to be a better location to deliver the message. =ut even a well$crafted anti$depression product ad in the doctorNs waiting room may not motivate the patient to broach the sub!ect if those patients are engaged in activities such as filling out paperwork or reading tired magazines. 0ronic as it may seem# in the waiting room their minds are not focused on their health condition. =ut take that message to a location only 4E feet away$$to the physicianNs exam room$$and then youNve found the right moment to prompt this very personal discussion# right in the location where doctor and patient interact. =ringing three dimensions of targeting together$$the right consumer at the right time in the right place$$is the discipline we like to call aperture marketing. 2perture is a term borrowed from photography to describe the opening of a lens. 0n marketing# the aperture is the opening of the consumerNs mind to grasp your message and take action based on that message# in the perfect moment of time captured by a well$crafted program. his is the aperture moment. "perture moments can vary widely according to the product# category# brand and consumer. 0f you identify and leverage these moments# you can assure yourself an audience that engages in and acts on the message you provide. Moreover# youNve honed your medium not only to the best consumer# but the best moment# so you can afford to bring optimal resources to bear at that precise moment. >ffective aperture marketing re1uires# before anything else# thorough consumer research that allows the marketer to glean insights into the dimensions of time and place that make up an aperture and consumer involvement with a decision. ,ithout such understanding# consumer targeting becomes decidedly one dimensional# resulting in flat approaches that may not break through to the consumer# and often donNt deliver results for the marketer. 2rmed with an understanding of aperture marketing# savvy marketers can directly influence targeted customers at the precise time and place that involvement and intensity with the brand are at a peak.

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Sour!es of media information

Bne of the most important re1uisites of a media planner s familiarity with media choices and various sources of media information. Media information is available from sources within the media itself as well as external sources. 8ome of the media source books in the 0ndian context and other database publications often used by media planners include the following. %& Population *ensus Conducted every &E years# the census probably is the most broad based database offering a profile of the 0ndian people. he census data provides information about the population size# population strata# age# sex ratio# literacy level# family size and forms etc. 2lso provides information about the various castes and beliefs. 4rban 5 Rural Classification 2ccording to the Census of 0ndia &AA&# the following criteria were adopted for treating a place as urban : &. 2ll statutory towns# i.e.# all places with a municipality# corporation# cantonment board or notified town area committee# etc. '. 2ll other places which satisfied the following criteria : $ 2 minimum population of 4EEE $ 2t least 54J of the male working population engaged in non$agricultural pursuits# and $ 2 density of population of at least *EE per s1 km ). 2part from these# the outgrowths of cities and towns have also been treated as urban. 2ll areas not identified as Prban# are classified as 9ural

Claimed 9eadership : 3o. of people who claim to have read a publication with a fre1uency greater than zero '& "nnual )!onomi! Sur#ey: his provides an industrial surveyC based on 8>C "socio$economic classification%# income and occupation# etc.

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he annual >conomic 8urvey containing macro$economic review is presented one day in advance of the Pnion =udget every year. he annual >conomic 8urvey makes pro!ections that the government try to implement. (& The .ndian ,ews and -eature "llian!e 03;2:0t has detailed information on various newspapers and magazines. he 0ndian 3ews and ;eature 2lliance# known as the 03;2 yearbook# provides detailed information on various newspapers and magazines. 0nformation included the who7s who in marketing# advertising and in the press. 0t also contains mechanical date about the size of the population# what kind of advertising material would be acceptable of the public# circulation and names of people in the ad department etc 3& .ndia ? Jear ook: 0t provides a holistic view of data on various aspects of governance# demographics# progress etc. 4& "udit Bureau of *ir!ulation: 0t provides advertisers with impartial and authentic check of circulation statements of members$publications. Circulation auditing organisations function in '4 countries. 0n 2sia# audit bureaus function in Iapan# 8ingapore# Malayasia and 0ndia. he 0ndian 2=C is a founder$member of the 0nternational ;ederation of 2udit =ureau of Circulations. he 2udit =ureau of Circulation "of 0ndia% was established in &A*< as a voluntary effort by national advertisers# advertising agencies and newspaper publishers in their common interest to measure circulation of publications in a true and standard manner. Members of 2=C are re1uired to keep records to facilitate audits. 2n independent of Chartered 2ccountants# appointed by the member# conducts half$ yearly audits according to a procedure prescribed by the =ureau. >very six months 2=C provides its members with audited circulation certificates of important newspapers and periodicals. Circulation data covers distribution of copies in various 8tates and Ma!or cities# which are potential markets. he Certificates provide information of average figures of average circulation for the audit period# month to month net sales and average figures for the previous audit periods.

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0nformation of single copy subscription sales# copies distributed at discounted and free distribution is also given 5& ,ational 1eadership Sur#eys ;,1S< he 398 is a survey on all media# but especially the print medium# conducted by the 3ational 9eadership 8urvey Council. his body consists of members from the 038 "0ndian 3ewspaper 8ociety%# 2220 "2dvertising 2ssociations of 0ndia% and 2=C "2udit =ureau of Circulation%. .ow is 398 different from the circulation figures reported by the 2=C2=C conducts a six$monthly audit of a publication7s sales. =ut each copy of a publication may be read by more than one person# depending on the fre1uency and popularity of the publication. his is what is captured in readership surveys like the 398. he survey is done on an all$0ndia basis# urban as well as rural# amongst individuals who are &' years and older. 2ll town classes are covered in the urban area. .owever# only towns with a population higher than two lakh are reported on an individual basis# smaller towns are reported on the basis of socio$cultural regions defined by language homogeneity# geographic homogeniety# financial and economic administration# regionalisation of culture and lifestyle# caste and class homogeniety. 398 gives information on the macro parameters like the reach of each medium among various audiences defined demographically. 0t also gives information on the duplication between media# as well as between vehicles within the same medium. ;or publications# one gets the number of readers# type of readers in demographic terms "398 defines readers by sex# age# income# socio$economic class# occupation# education# geographical location%# spread of these readers# and lifestyle parameters such as product ownership and consumption patterns. 8ince advertisers who relied on plain circulation "paid sales% data for the allocation of their media budgets did not have access to data on the 1uality of readership each publication has# they did not know whether money was being used effectively or wasted. 8tudies like the 398 give details not only about the number of readers# but also 1uality of readers# and the duplication of readers with other competitive publications.

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6& Tele#ision 1ating Points ;T1Ps< 2 unit of ? audience measurement based on coverage. 2 single 9/ represents & per cent of the targeted viewers in any particular region. :hat is a people meter$ he people meter is an electronic data$capturing device for measuring the member and kinds of people watching ? programmes. 0t is connected to the television set with a fre1uency running device to monitor channels being watched and re1uires a remote control for the viewers to register their presence in the room while viewing the channel or specific programme. o collect information on who is watching the programme or the serial# when he or she watching the programme is or how much time is spent watching# researchers use people meter technology to measure second to second viewer ship. he remote has a numbered button for every resident of the household as well as visitor buttons. >ach button is programmed with the age@sex@demographic data of each household member. ?isitors input their age@sex information when logging on to the meter. he people meter has a tuner sensing device and it automatically records households viewing# that is whether the set is on or not and which station@channel it is tuned on to. 0ndividual and visitors in the house press their assigned button upon entering and leaving the room when the set is on. 0t also prompts as soon as television is switched on for viewers to register on the people meter remote by pressing their numbered button. ?iewing is recorded continuously all through the year for '* hours a day.

)mbient )dvertising
?m&ie t ?d*erti%i ) de-i itio i%: T+e 'la(eme t o- ad*erti%i ) i , ,%,al a d , e>'e(ted 'la(e% 8lo(atio 9 o-te wit+ , (o *e tio al met+od% 8e>e(,tio 9 a d &ei ) -ir%t or o ly ad e>e(,tio to do %o. =ew e%%# (reati*ity# o*elty a d timi ) are key t+eme% i am&ie t ad*erti%i ). T+i% de-i itio i% deli&erately arrow a d attem't% to e>(l,de @mai %tream$ ad*erti%i ) "m'li(it i t+i% de-i itio are t+at ?m&ie t i% a mo*ea&le a d %omew+at %,&6e(ti*e term a d will %+i-t a((ordi ) to t+e ad*erti%i ) orm% o- t+e day. A e o- t+e -, dame tal 'remi%e% o- ?m&ie t i% t+at t+e world i% a ad*erti%i ) %ta)e.

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B*eryt+i ) i% a 'ote tial ad*erti%i ) medi,mC%ide% o- (ow%# ro(ket%# )ol-;+ole (,'% et(. ?m&ie t wa% -ir%t ,%ed i relatio to ad*erti%i ) i 1996 &y .o (ord ?d*erti%i )# a <D a)e (y %'e(iali5i ) i o,tdoor (am'ai) %. "t e*ol*ed -rom a eed to a''ly a %i )le term to w+at wa% a i (rea%i ) re3,e%t -rom (lie t% -or @%omet+i ) a &it di--ere t$ i t+eir ad*erti%i ). .lie t%# (o (er ed wit+ i%%,e% o- (,t;t+ro,)+# (om'etitio # de(rea%ed e--e(ti*e e%% a d di%i tere%ted a,die (e% wa ted 8a d %till wa t9 ad*erti%i ) @wit+ &ite$ -rom t+eir a)e (ie%. T+i% ',%+ &y (lie t% -or %omet+i ) di--ere t %aw a)e (ie% 'la(i ) ad% i , ,%,al 'la(e%# %,(+ o a% -loor%# 'etrol ',m' +a dle% a d &a(k% o- toilet door% ; 're*io,%ly ot (o %idered a% lo(atio % -or ad*erti%i ). /,(+ (am'ai) % did ot -it eatly i to e>i%ti ) (ate)orie% like o,t;door# 'ri t# radio or tele*i%io a d +e (e a ew term wa% (oi ed. < ,%,al lo(atio % are (o %idered a de-i i ) (+ara(teri%ti( -or ?m&ie t ad*erti%i ). Howe*er# @, ,%,al lo(atio %$ lo%e t+eir 'oi t odi--ere (e wit+ re'etitio a d time# a d %o (ea%e to &e %omet+i ) di--ere t. T+i% %,))e%t% two t+i )%. < ,%,al lo(atio i% ot t+e o ly 'oi t o- di--ere (e -or ?m&ie t. T+e met+od o- e>e(,tio i% o-te , ,%,al a% well.

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Jou !an sol#e all the sum y using the following

&. 2. 3. 4. 5. G9/F9 x ; 0 E 421F2 2 E 421F0 421 E B,d)etF.121 0re3,e (y E =o o- 'eo'le > =o o- time% Total o o- 'eo'le 6. B,d)etE421 > .121 7. .121EB<!4BT F 421 8. .121 E ?*era)e e>'o%,re (o%t F Go- T? 9. ?B.E .121 > G A0 T? 10. G A0 T? E ?B.F.121 11. ?B. E =o o- %'ot% > (o%t 'er %'ot% Total o o- %'ot% ,-.- )T&T )pri /001 Media .: 2ea(+E 75# 0re3,e (yE 10# T1. 8# 00#000# ?B.E 40#000 Media /: 2ea(+ E20# 0re3,e (yE20# T1.E6# 00#000# ?B.E 70#000. 0i d t+e G T?# 421 a d .121 -or media1 a d media2 "- -re3,e (y i% i ter(+a )ed# determi e t+e (+a )e% -or Media1 a d Media 2 So : Media . 421 E 2 H 0 E 75 H 10 E 750 .121 E T1.F421E800000F750E 1066.66 G A0 T? E ?B.F.121 E 40000F1066.66 E 37.50 Media /: 421 E 2 H 0 E 20 H 20 E 400 .121 E T1.F421E600000F400E 1500 G A0 T? E ?B.F.121 E 70000F1500 E 46.66 "- t+e 0re3,e (y i% i ter(+a )e Media .: 421 E 2 H 0 E 75 H 20 E 1500 .121 E T1.F421E800000F1500E 53.33 G A0 T? E ?B.F.121 E 40000F533.33 E 75 Media / 421 E 2 H 0 E 20H 10 E 200 .121 E T1.F421E600000F200E 3000 G A0 T? E ?B.F.121 E 70000F3000 E 23.33 ,-/- )T&T )pri /001

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&.15# 000 'eo'le %ee a ad*erti%eme t 6 time%# 35#000 'eo'le %ee a ad*erti%eme t 4 time% a d 10#000 'eo'le %ee a ad*erti%eme t 2 time%. 2ea(+ i% 35G a d t+e T? i% 55G# ?B.E 40#000. 0i d# 421# .121 a d B<!4BT. "- t+e -re3,e (y i% de(ea%ed &y 05 t+e w+at are t+e (orre%'o di ) (+a )e%I =ow i- ?B. i% i (rea%ed &y 5000# w+at are t+e (orre%'o di ) (+a )e% wit+ t+e ew -re3,e (yI 0re3,e (y E =o o- 'eo'le > =o o- time% Total o o- 'eo'le 815000 > 69 J 35#000 > 49 10000 > 29 60#000 890#000 J 140#000 J 20#0009 60#000 0re3,e (y E 250000 E 4.16 60000 421 E 2 H 0 E 35 H 4.16 E 145.6 .121E ?B. E 40#000 E 727.27 T? 55 B,d)et E .121 H 421 B,d)etE 727.27 H 145.6 E 105890.51 0re3,e (y i% de(rea%ed &y 05 4.16;05 E 3.66 =ew 0re3,e (y E 3.66 ?B. E 40#000 J 5000 E 45#000 421 E 35 H 3.66 E 128.1 .121 E ?B. T? .121 E 45000 E 818.18 55

By: M H Lakdawala

82

T1. E .121 H 421 E 818.18 H 128.1 E 104808.85 ,-2- )pri /003: K. ? media 'la er 'la(ed 20 time% a ad*erti%eme t o- a 'arti(,lar &ra d o a media w+o%e rea(+ wa% 30G. T+e ?*era)e B>'o%,re (o%t wa% 2%. 60# 000. T+e T? i% 30G. !etermi e t+e 421 a d t+e .121. "- t+e B,d)et wa% i (rea%ed &y 10 lak+% a d t+e ?B. wa% red,(ed &y 10#000 w+at i% t+e (+a )e i .121. "- G T?. ? d rea(+ are (o %ta t. L+at i% t+e (+a )e i 421I 4i*e : 0E20# 2E30# ?B.E60#000 T?E30. 421EI .121EI 421E 2>0E20>30E600 .121 E ?*era)e e>'o%,re (o%t F Go- T? .121 E 60#000 F 30 .121 E2000 B,d)etE421 > .121 B,d)etE600>2000 B,d)etE1200000 "- t+e B,d)et wa% i (rea%ed &y 10 lak+% a d t+e ?B. wa% red,(ed &y 10#000 w+at i% t+e (+a )e i .121. B,d)etE1200000 B,d)etE12# 00000J 10# 00#000 B,d)etE22# 00#000 ?B.E60#000;10#000E50#000 .121 E ?*era)e e>'o%,re (o%t F Go- T? .121E 50#000F30 .121E1666.66 421EB,d)et F .121 421E22# 00#000F1666.66

By: M H Lakdawala

83

421E1320 T+e (+a )e i 421 i% 1320;660 660 ,-4- OCT /004: ? media 'la er 're'ared t+e -ollowi ) Media 1la . Media1 Media 11 2ea(+ 30 40 0re3,e (y 15 12 ?*) B>'o%,re 3000 2500 G o- T? 25 20 !etermi e t+e &,d)et o- &ot+ Media 1 a d Media 11. "- ?B. i% i ter(+a )ed determi e t+e re*i%ed &,d)et% o- Media 1 a d Media 11. Media1 Media 11 421E2>0 421E2>0 421E30>15 421E 40>12 421E450 421E480 .121 E ?*era)e e>'o%,re (o%tFGo- T? Media1 Media 11 .121E3000 F25 .121 E 120 .121E2500 F 20 .121 E 125

B,d)etE421 > .121 BE450 > 120 BE480> 125 BE540000 BE 60#000 .121 E ?*era)e e>'o%,re (o%tFGo- T? Media1 Media 11 .121E2500F 25 .121E3000F 20 .121E 100 .121E150 B,d)etE421 > .121 BE450 > 100 BE480> 150 BE 45000 BE 72#000 ,-3- Oct /005 20#000 'eo'le %ee a ad*erti%eme t 5 time% 15#000 'eo'le %ee a ad*erti%eme t 10 time%

By: M H Lakdawala

84

10#000 'eo'le %ee a ad*erti%eme t 15 time% T+e 2ea(+ i% 35G a d t+e T? i% 45 G T+e (o%t 'er %'ot i%: 5M 2% 80#000 'er %'ot 8M 2% 70#000 'er %'ot 4M 2% 75#000 'er %'ot 3M 2% 85#000 'er %'ot L+at i% T1.I L+at i% t+e 421 i- t+e B,d)et i% i (rea%ed &y 20 G a d t+e .121 i% (o %ta tI 0re3,e (y E =o o- 'eo'le > =o o- time% Total o o- 'eo'le

820#000 > 59 J 815#000 > 109 J 810#000 > 159 E 45#000 100000 J 1#50#000 J 1#50#000 E 40#0000 E 45#000 45#000 421 E 2 H 0 E 35 H 8.88 E 310. 8 ?B. E =o o- %'ot% > (o%t 'er %'ot% Total o o- %'ot% E 8 5 > 80#0009 J 8 8 > 70#0009 J 8 4 > 75#0009 J 8 3 > 85#0009 20 E 40#0000 J 56#0000 J 300#000 J 2#55#000 20 ?B. E 75750 .121 E ?B. T? E 75750 45 E 15#15000 20
E

75750

T1. E .121 H 421 E 1683.33 H 310.8 E 523178.96 "- t+e B,d)et i% i (rea%ed &y 20 G 20 G o- 523178.96 E 104635.79

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=ew B,d)et E 523178.96 J 104635.79 E 627814.75 =ew 421 E B,d)et E 627814.75 .121 1683.33 E 372.95 ,-3- Oct /005 .&. L+at i% t+e 2ea(+ a d .121 i- 421 i% 250# -re3,e (y i% 7.5 N T1. i% 50#00000 850 Lak+%9. L+at i% ?B. i- t+e T? i% 40 G. "- 421 i% i (rea%ed &y 50. L+at i% t+e -i al T1.I 2 E 421F 0 250 F 7.5 2E 33.33 .121 E T1. E 50#00000 E 20#000 421 250 ?B. E .121 H T? 20#000 H 40 ?B. E 8#00#000 =ew 421 E 250 J 50 E 300 T1. E 421 H .121 E 300 H 20.000 T1. E 60#00000

Definitions: %& "udit Bureau of *ir!ulations 2udit =ureau of Circulations "2=C% is one of the several organizations of the same name operating in different parts of the world. The $4C founded in 1;-< is a not for profit= oluntary organisation consisting of Pu*lishers= $d ertisers and $d ertising $gencies. 7t has

By: M H Lakdawala

86

done pioneering wor5 in de eloping audit procedures to erify the circulation data pu*lished *y those newspapers and periodicals which have earned the right to display its emblem. 2=C as it is called and understood by all# is a founder member of the 0nternational ;ederation of 2udit =ureaux of Circulations. he main function of 2=C is to evolve# lay down a standard and uniform procedure by which a member publisher shall compute its net paid sales. he circulation figure so arrived at is checked and certified by a firm of Chartered 2ccountants which are approved by the =ureau. he =ureau issues 2=C certificates every six months to those publishers whose circulation figures confirm to the rules and regulations as set out by the =ureau. ;rom a modest beginning it has grown to remarkable proportions. 2=CNs membership today includes *&& /ublishers of national and regional importance# &4& 2dvertising 2gencies# 4& 2dvertisers R 'E 3ew 2gencies and 2ssociations connected with print media and advertising. 0t covers most of the ma!or towns in 0ndia. ;acts and figures which are checked and certified by an independent body is a very important tool in the hands of the advertising business community. he details of 2=C certified circulation figures are available online to all Members of the =ureau "http:@@www.auditbureau.org% at no extra cost. 2n 2dvertiser would like to know the facts and figures before investing his money in advertising. 2n 2dvertiser ought to know how many people buy a publication and in which area. he 2=C gives all these vital facts every six months. he 2=C figures are not the outcome of opinions# claims or guesswork# but they are the result of rigid# indepth and impartial audits of paid circulations of member publications by independent and leading firms of Chartered 2ccountants working in accordance with the rules @ procedures prescribed by the =ureau. (& "d#ertorial: /aid$for advertising# clearly entitled Sadvertisement7 or Spromotion7# produced in the editorial style of the publication in which it appears. 3& "m ient media: 3on$traditional ob!ects@sites that carry ad messages. 0t is regarded as important for its proximity to the point of purchase. 4& "#erage fre2uen!y: he number of average opportunities to see "B 8%. 0t is calculated by dividing gross reach by net reach. "#erage issue readership: 2n estimated number of people who :. Below-the-line: 2dvertising that uses controlled delivering techni1ues like telemarketing# point$of$sale in shops# direct mail# public relations etc. his falls below an arbitrary demarcation line between the ad media that pay commission to ad agencies and those who do not. 5. Bleed: ,hen the printed area of an ad extends to the border of the page

By: M H Lakdawala

87

rather than being set in a box or limited by white margins. /rinting to the edge of the page# with no margin or border. =lock. Consecutive broadcast time periods. <. Bou2uet: 2n assemblage of ? channels that are sold together for advertising purposes. G& Break umper: 2 ? commercial in the form of the sponsor7s logo# restricted to a maximum of &E seconds at the start and end of a commercial break. %@& Burst strategy: 2n ardent phase of advertising within a concentrated period of time. %%& *lutter: 2 term describing a high intensity of competing ad messages that consumers happen to come across in a given time period. %'& *ooperati#e ad#ertising: ,hen the expenditure of an ad# placed by a retailer who is promoting the manufacturer7s brand# is shared by both of them. %(& *ost per thousand ;*PT<: he cost borne by the advertiser to reach &#EEE people in the target audience. %(a& *IS 3M audien!es ;*a le I Satellite 3 Jears and a o#e< %(& !& *o#er date: Cover date refers to the date displayed on the covers of magazines. .owever# this is not necessarily the true date of publication. 0n 0ndia the standard practice is to display on magazine covers a date which is some weeks or months in the future from the actual publishing@release date. he reason for this apparent discrepancy is to inform newsstands when an unsold magazine can be removed from the stands and returned to the publisher or be destroyed. ,eeklies "such as ime and 3ewsweek% are generally dated a week ahead. Monthlies "such as 3ational Geographic Magazine% are generally dated a month ahead# and 1uarterlies are generally dated three months ahead. %3& Dire!t mail: ,hen advertisers send letters# information and free samples directly to the consumers or e$mail messages to a target group of users. &4. Dire!t marketing: ,hen advertisers market their product@services to customers on an individual rather than mass basis. %5& )/posure: >xposure of a target audience to an ad expressed as an opportunity to see "B 8% or opportunities to hear "B .%. %5& -ull 1un: %6& 0ross 1ating Point ;01P<: 2 unit of audience measurement# commonly used in the audio$visual media# based on reach or coverage of an ad. 2 single G9/# usually# represents & per cent of the total audience in a given region. %7& +ff-the-page ad#ertising: 2dvertising products@services in the print media that invite consumers to purchase by filling in a coupon "cut out from the ad%# by ringing up a number or by accessing a website given in the ad. %G& -re2uen!y& he number of times that an average audience member sees or hears an advertisementC the number of times that an individual or household

By: M H Lakdawala

88

is exposed to an advertisement or campaign "fre1uency of exposure%C the number of times that an advertisement is run "fre1uency of insertion%. 'E. +ptimi=ation: Media schedule planning method where a computer uses data on viewers to frame an optimum schedule according to various parameters set by a media planner. +TS: Bpportunities to see the advertisements in an ad campaign. '&. +#er!laim: ,hen an advertiser misleads the market research with exaggerated claims. ''& Psy!hographi! groups: he groups defined in a survey by their attitudes# motivations and values rather than by demographics and purchasing habits. '(& Pulse: 2 pulse is a period of intense advertising activity. he pulses can occur at the start while launching a new product. here can a promotional pulse of one shot# e.g.# financial advertising of a company7s issue. Pulse strategy: ,hen ad messages are delivered at a reasonable level of intensity for one$week periods with one week gaps between advertising periods. 2 pulse strategy falls between a burst strategy and a drip strategy. ,e can follow a steady schedule or a Spulsed7 campaign. 3ormally# scheduling is done for a *$week period. he six types of schedules available are: a& Steady Pulse or Steady s!hedule: 0t is the easiest. ;or instance# one ad@week for 4' weeks or one 2d@month for &' months could be an example. & Seasonal Pulse /roducts like ?icks =alm# Glycodin erp$?asaka 8yrup# /ond7s Cold Cream follows this approach. !& Period Pulse 8cheduling follows a regular pattern# e.g.# media scheduling of consumer durables# non$durables etc. d& )rrati! Pulse he ads are spaced irregularly. /erhaps# we want to change the typical purchase cycles. e& Start-up Pulse 0t is concentrated media scheduling. 0t launches a new product or a new campaign. f& Promotional Pulse 2 one$shot affair it suits only a particular promotional theme. .eavy concentration during a period is the characteristic of this scheduling. ;or instance# financial K advertising of company7s issue.

By: M H Lakdawala

89

'(& People meter& 8lang for a broadcast ratings measurement device that records individual audience members who are present during a program. '3& 1ea!h: /ercentage or number of target audience that has had an exposure to an ad or a campaign at least once within a designated period. *umulati#e rea!h& he number of different households that are ex$ posed to a medium or campaign during a specific time. '4& Share of #oi!e: >ach advertiser7s G9/ expressed as a percentage of the total G9/s of all the advertisers belonging to a specific product @service category. ':. Split run: 2 facility offered by a publication that allows advertisers to run different copies in different parts of the publication7s circulation area. '5. Spot ad#ertising: 0n broadcast advertising# spot advertising is bought on a market$by$market or station$by$station basis. '<. Stranding: 2 ? scheduling format where the same genre of programme is aired on particular days of the week. 'A. Stripping: 2 ? scheduling format where programmes are broadcast on the same regular time slot throughout the week. Tagline: Memorable words at the end of an advertisement designed to summarise the ad message. )E. Tease and re#eal: 2 two$phased poster ad campaign. he teaser comprises of a series of intriguing and confusing ads that do not disclose the advertiser7s identity. 0t is then followed by the reveal# the ads that clarify everything. )&. Telemarketing: Psing the telephone as a marketing tool in contacting prospective buyers# database building# cash$flow management and customer service. eleshopping: 2 ? programme$format demonstration of products that is also e1uipped with a direct response advertising mechanism. )'. Tra!king: 2 process of evaluating advertising that provides 1uantitative data about consumers7 awareness and perception of the ad campaign and their awareness of other brands in the market. )). T1P ;Target 1ating Point<: 2 unit of ? audience measurement based on coverage. 2 single 9/ represents & per cent of the targeted viewers in any particular region. (3& :astage: ,hen an ad reaches the consumers whom the advertiser does not want to reach. )4.:earout: he level at which an ad campaign loses its effectiveness after repeated exposures. ):. Kapping: Psing a remote control to switch channels during commercial breaks on ?. Kipping: ;ast$forwarding a commercial break while watching a programme recorded on a video.

By: M H Lakdawala

90

(6& Short rate : Charges resulting from the recalculation of an advertiserNs rate after failing to fulfill contract stipulations. (7& "gen!y of 1e!ord: 2n advertising agency# appointed by an advertiser# with full authority to negotiate# contract and provide insertion instructions to the media on the advertiserNs behalf. (G& "udien!e Dupli!ation : 2 measurement of the overlap of audience between different media "external% between successive issues# or broadcasts of the same medium "internal%. 3@& 0atefold: (ouble or triple$size pages# generally in magazines# that fold out into a large advertisement. 3%& 0ross audien!e : he audiences of all vehicles or media in a campaign# combined. 8ome or much of the gross audience may actually represent duplicated audience. 3'& 0utter : he inside page margins where a publication is bound. he inside margins of two pages that face each other in a print publication. 3(& Milline rate: Psed to determine the cost effectiveness of advertising in a newspaperC reached by multiplying the cost per agate line by one million# then dividing by the circulation. 2lso referred to as Milline. 33& +pportunities To See ;+TS<: B 8 is# the number of times the publications@spots in the schedule are "potentially% seen by the target audience. hus Bpportunity to 8ee "B 8% is a single opportunity to view an adYused interchangeably with exposure and impression. 34& 1un-of-s!hedule: 2 stationNs option to place a commercial in any time slot that they choose. 35& Share of #oi!e: 2 competitive analysis of a productNs advertising exposure within a specific category or market. 2nalyses commonly are based on the number of printed pages or the total amount spent. 35& a : Share o" Mind: Marketer% try to ma>imi5e t+e 'o',larity o- t+eir 'rod,(t# %o t+at t+e &ra d (o;e>i%t% wit+ dee'er# more em'iri(al (ate)orie% o- o&6e(t%. Dlee e># -or e>am'le# (a di%ti ),i%+ it%ela% a ty'e o- ti%%,e. B,t# &e(a,%e it +a% )ai ed 'o',larity amo )%t (o %,mer%# it i% -re3,e tly ,%ed a% a term to ide ti-y a y ti%%,e# e*e i- it i% -rom a (om'eti ) &ra d

By: M H Lakdawala

91

A e o- t+e mo%t %,((e%%-,l -irm% to +a*e a(+ie*ed 'er*a%i*e mi d %+are i% Hoo*er# w+o%e ame +a% &ee %y o ymo,% wit+ *a(,,m (lea er -or %e*eral de(ade%. /imilarly# t+e term O)oo)li )O# de%(ri&i ) t+e a(t o- o li e %ear(+i )# wa% deri*ed -rom t+e " ter et %ear(+ e )i e 4oo)le. 1o',larity (a &e e%ta&li%+ed to a )reater or le%%er de)ree de'e di ) o 'rod,(t a d market. 0or e>am'le# it i% (ommo to +ear 'eo'le re-er to a y %o-t dri k a% a O(okeO# re)ardle%% ow+et+er it i% a(t,ally 'rod,(ed &y .o(a;.ola or ot. T+e term O(olaO wo,ld &e a more a((,rate term. 36& Split run: esting two or more print advertisements by running each only to a portion of the audience# usually in a single issue. 37& Cp-front Buys: he purchasing of broadcast or print advertising early in the buyings 3G& 1un-of-press or 1un-of-paper ;1+P<: 2 newspaper publisherNs option to place an ad anywhere in the publication that they choose# as opposed to preferred position. 4@& .nfomer!ial: 2 commercial that is similar in appearance to a talk show# news program# or other non$advertising program content. 0nfomercials are the broadcast e1uivalent to an advertorial. 4%& .nsertion +rder: 2n agency or advertiserNs authorization for a publisher to run a specific ad in a specific print publication on a certain date at a specified price. 4'& Pass-along 1eaders: 2 reader that becomes familiar with a publication without purchasing that publication. hese readers are taken into account when calculating the publicationNs readership# or total number of readers. 4(& Preferred Position: 2 position in a printed publication that is thought to attract most reader attention and is sold at a higher rate. ">.g. he back cover of a magazine.% 43& 1un-of-press or 1un-of-paper ;1+P<: 2 newspaper publisherNs option to place an ad anywhere in the publication that they choose# as opposed to preferred position. 44& Spread: "&% 2 pair of facing pages in a periodicalC or "'% an advertisement printed across two such pages.

By: M H Lakdawala

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45& Tear Sheets: 2 page cut from a magazine or newspaper that is sent to the advertiser as proof of the ad insertion. 2lso used to check color reproduction of advertisements. 45. Make 0oods $ 2d!ustments made by a publisher to an advertiser to make up for a shortfall in contracted ad impressions or errors. 47& 1ide-"long: 1ide-"longs ;1"Ls<E similar to /ackage 0nsert /rograms# ride in tandem with outgoing mail packagesC however# they are not necessarily with purchased goods. 2dvertisers still receive the benefit of a name list mailing and high opening rate# while delivering their message to targeted consumers. 926s are essentially various communications sent by a company with which the recipient has a pre$existing relationship. hese mailings have special offers from the sponsoring company. =y advertising in 926s# marketers can reach consumers based on similar demographics or common interests. 4G& .ndian readership sur#ey: 0t is the largest media survey database source for demographics# media habits and product@ brand usage. 098 was created in &AA4 by media 9esearch Psers Council "M9PC% 23( B9G Marg. M9PC is a non$ profit body of advertising media and 5@& Split run& esting two or more print advertisements by running each only to a portion of the audience# usually in a single issue. 5%& Share of audien!e& he percentage of sets$in$use "and thus of .P or of .P9% that are tuned to a particular station# network# or pro$ gram . 5'& Share of #oi!e ;S+V<& he proportion of advertising expenditures that are made for a brand versus competitive brands. 0t7s a competitive analysis of a productNs advertising exposure within a specific category or market. 2nalyses commonly are based on the number of printed pages or the total amount spent. 5(& 1un of paper ;1+P<& 2dvertising that is positioned anywhere in a pub$ lication# with no choice of a specific place for the advertisement to appear. 53& 1un of s!hedule ;1+S<& =roadcast commercial announcements that can be scheduled at the stationNs discretion anytimeC in some cases# the advertiser can specify or re1uest certain time periodsC for ex$ ample# 9B8 &E:EE a.m. $ *:EE p.m. Monday $ ;riday. 54& +pen rate: he maximum rate charged by a magazine.

By: M H Lakdawala

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55& 1oad lo!k : Method of scheduling broadcast commercials to obtain maximum reach by simultaneously showing the identical advertisement on several different channels. 56& +n sale date: he date when Magazine hits the stand which is different from cover date. 57& Dupli!ation: he estimated number of people who read two or more given publications. 2 duplication table measures the crossover of readership 5G& +pportunities To See ;+TS<: B 8 is# the number of times the publications@spots in the schedule are "potentially% seen by the target audience. hus Bpportunity to 8ee "B 8% is a single opportunity to view an adYused interchangeably with exposure and impression 6@& Short rate: Charges resulting from the recalculation of an advertiserNs rate after failing to fulfill contract stipulations. 6%& 0utter: he inside page margins where a publication is bound. he inside margins of two pages that face each other in a print publication. 6'& Stripping: 2 ? scheduling format where programmes are broadcast on the same regular time slot throughout the week. 6(& Pulse: pulse is a period of intense advertising activity. he pulses can occur at the start while launching a new product. here can a promotional pulse of one shot# e.g.# financial advertising of a company7s issue

6o$ to so ve Media p an case stud( K.1. .?/B /T<!P: .reate a Media 1la -or t+e ew o ;%to' M,m&ai; =ew Pork -li)+t a&oard &ra d ew Boei ) 777;200 L2. T+e ti(ket i% 'ri(ed at 5# 50#000 'er %eat. T+e %(+ed,le will la%t two mo t+%. T+e ad*erti%eme t% are i (olo,r. T+e &,d)et -or t+e 'ri t (am'ai) i% t+ree (rore 8300000009.
By: M H Lakdawala 94

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2eader$% !i)e%t A,tlook Tra*eller

51.70

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0.76

780000

35.10 " dia Today 8H"=!"9 L 35.79 /arita 8Hi di9 L

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.+itralek+a i% *ery 'o',lar amo )%t 4,6arati Trader% a d B tre're e,r% i M,m&ai. Hi)+ .1M to a*oid d,'li(atio wit+ " dia Today. T+e ma)a5i e i% 'o',lar i %o,t+ T+e 're%ti)e o- t+e 'rod,(t doe% ot mat(+ wit+ *e+i(le Low .1M a d !emo)ra'+i(% a d 1%y(+o)ra'+i( ot+e 'rod,(t a d *e+i(le i% a 'er-e(t mat(+. Hi di %'eaki ) reader% ot t+e 'rimary tar)et 4eo)ra'+i( %ele(ti*ity a d al%o t+e *e+i(le i% tar)eti ) +o,%e wi*e%# ot mat(+i ) wit+ t+e T4 o- t+e 'rod,(t
99

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By: M H Lakdawala

4ri+%+o& 66.73 +a 8Hi di9 M

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4eo)ra'+i( %ele(ti*ity a d al%o t+e *e+i(le i% tar)eti ) +o,%e wi*e%# ot mat(+i ) wit+ t+e T4 o- t+e 'rod,(t

Total

30029500

!ate o- " %ertio % 1%t Leek 2 d Leek TA"F BTF"TF.L BTF=BT 5t+ Leek 6t+ Leek TA"F.LFAT BTF"T

3rd Leek 4t+ Leek TA"F=BTFAT BTF"T 7t+ Leek =BTF.L 8t+ Leek TA"FBTFAT

By: M H Lakdawala

100

By: M H Lakdawala

101