Unit II

Media
According to Philip Kotler

The communication channels through which message
moves from sender to receiver

Role of media
Inform
Educate
Entertain
Socialize
Persuasion
Determinants Of Advertising Media

Selection of the right type of advertising media is a
difficult task. Any media that are selected must be
capable of accomplishing at least the three main
objectives :
It must reach the largest number of people possible.
It must attract their attention.
It must be economical.

Management should consider the
following factors
The Nature of the Product :
Market Requirements
Advertising Objectives
Distribution Strategy
Nature of the Message and Appeals
Budget
Competitors Choices
Media Circulation
Media Availability
Penetration
Size and Nature of the Business Enterprise

TYPES OF ADVERTISING MEDIA
Print media
- Newspaper:
-Magazines
Broadcasting media
- TV
- Radio


Internet advertising

Banner
Sponsorships :
Interstitials(request)
Roadblock Ads
Classified Ads
E-Mail Advertising

Outdoor advertising media

Billboard
Posters
Railway stations
Vehicular advertising
Field signs
Electric light signs
Neon signs
Sandwich men
Transit advertising
Mobile billboards
Aerial advertising
In-flight advertising

Direct advertising media

Post cards
Broad-sides
Book-lets:
Catalogues
Sales letters
Gift-novelties
Package inserts
Sampling
Leaflet

DISPLAY OR INDOOR PUBLICITY

Window Display
Interior Decoration
Showcases
Showrooms
Exhibitions
Trade Fairs

MEDIA PLANNING
Media planning is an exercise to find the best medium or
combination of media that will produce the best overall effect relative to
the needs of the advertised brand.

Media planning in general should involve optimum benefits in the
long run.

- Consumers tastes change

e.g. Advertisements for luxurious cars would therefore not be effective
during times of economic depression.
STEPS IN MEDIA PLANNING

Decide Target Market
Media Objectives : Media objectives are often stated in term of
reach, frequency, gross rating points and continuity.
(a)Reach : It refers to the number of different persons or
household exposed to a particular media schedule at least once
during a specific time period.
(b) Frequency :It refers to the number of times within the
specified time period that an average person or household is exposed
to message.
(c) Gross Ratings Points :It refers to the total weight of a media
effort in quantitative terms. GRPs are equal to each multiplied by
average frequencies.
Continuity: It refers to the timing of the media insertions

News

Now SpiceJet offers Rs. 499 fare on domestic network
Kalanithi Maran-promoted budget airline SpiceJet had announced a similar discounted
scheme offering passengers fares starting Rs. 1,888 across its domestic destinations


Maruti Suzuki to open bookings for Ciaz from September 3
Ciaz, which will compete with other car models like Honda City and Hyundai Verna,
will be available in Petrol and Diesel fuel options.
1,370 sales outlets across 1,050 cities with a token advance amount of Rs 21,000

After SpiceJet, IndiGo enters fare war

Budget carrier IndiGo Tuesday started promotional air fares by offering discounted one-way fares
starting at a low of Rs.999 (all inclusive one-way fare), a day after SpiceJet started its offer of Rs.499
one-way charge. According to IndiGo, its Delhi-Japiur flight is priced at Rs.999 one-way, followed by
Rs.1,399 Srinagar-Chandigarh. The fares go all the way up to Rs.4,829 for Bangalore-Delhi. The fares
are applicable for booking in 90 days in advance.
Apple cuts online price of iPhone 5S to clear stocks; ties up
with Amazon, Flipkart and Snapdeal



2 Media Objectives

1. Reach the target audience
Demographic, geographic, lifestyle / attitude
Single-source tracking services
2. Determine geographic scope of media placement
Distribution area determines media choice
regions of high-purchase density
3. Identify the message weight
Gross impressions, potential ad impressions,

Type and Choice Criteria

Several factors are borne in mind at the time of media choice, such as:
1) Audience composition
It refers to the characteristics of the people in the target audience. Some media have greater impact on
the target audience while others have less impact on them. Audience composition is used as the
primary means of activities.
2) Audience coverage
It refers to the capacity of the media to reach a large audience within a particular range. Coverage can be
extended by adding new media to the schedule because their deliver potentials are increased by such
activities.
3) Frequency
It refers to the number of different times the same person is exposed to the advertising message during a
particular period.
4) Continuity
It is a function of the media schedule and is a measure of the regularity of the advertising effort.
5) Qualitative aspects
These aspects of media selection refer to the receptive frame of mine of the audience to act upon the
advertisement message.

Cost of advertisements
Firms can choose to vary the number of times a particular advertisement is
repeated, or they can decide to alter the combination of advertising media used.
How the cost of achieving a sale varies with these changes is another factor
affecting the optimal level of advertising.
Types of costs of Advertisement
It includes advertising agency remuneration. There are six methods
used to remunerate the agencies for their varied services

Commission
Fee arrangement
Cost-plus agreement
Incentive-based compensation
Percentage charges
Speculative basis