Professional Documents
Culture Documents
-By
Vinay N M
Shweta Ganesh
Bindhu A S
Plan of Presentation
Introduction to Media Decision
Types of Media and Characteristics
Media Mix Decision
Selection of Media
Evaluating Media Plan Effectiveness
Introduction to Media
Decision
Media decisions in advertising can take
many different directions depending on the
product being sold.
There are many different types of media
that can be used.
Media Terminology
Media Terminology
1.Television
Following are the specific characteristics of
television:
It is more impact-full as it is the
combination of sound, sight, and motion,
It has broad reach and mass coverage,
It is highly intrusive medium,
It has high absolute cost but cost per
thousand is moderate.
2.Radio
Following are the specific characteristics of
radio:
It can reach out to remote audiences,
It is most cost efficient among all mass
media,
Radio can reach mobile population,
Radio has local market identification.
3.Newspaper
Following are the specific characteristics of
newspaper:
Newspaper is a better option to provide detailed
information,
A publication have different editions for
different areas, so there is a geographic
flexibility in newspaper,
Newspaper have different sections, so there is
opportunity of targeting special interest groups,
Newspaper are vehicle for coupon delivery.
4.Magazine
Following are the specific characteristics of
magazine:
There are magazines for sports, corporate,
business, women. children, etc., so we can say
magazines have specific audience selectivity,
as they are specialised,
Magazines have longer life,
Magazines provide them opportunity for
message scrutiny, and geographic
anddemographic flexibility.
5.Outdoor
Following are specific characteristics of
outdoor media:
Outdoor media is easilynoticeable, and it
provides 24 hours coverage,
Outdoor is location specific media, it has
local market presence,
Outdoor media is Cost efficient medium,
It can be good reminder media.
6.Internet
Advantages
Online advertising is multi-dimensional
Online advertising owns most vigorous
consumer group
Online advertising making features low cost, fast
speed, and flexible revision.
Strong interaction is the biggest advantage of
Internet media
Online advertising draws high attention form the
audience
Disadvantages
Customers Ignore Ads
Viewing Problems
Expensive Ad Prices
Too Many Options
Other factors:
There are several other factors such as
media life, media flexibility, etc.
Selection of Media
Budget
What is your overall budget for advertising? Will
your budget give you the coverage you want? A
firm that has a limited budget for advertising will
limit the amount of coverage certain media can
provide.
You will need to strike a balance between budget
and coverage.
Campaign Objectives
One factor that will influence the budget and
coverage question is the objective of the
campaign. If the objective is to raise the brand
awareness of the firm amongst the teenage
market then this will influence any decisions you
make above.
You may need to spend a little more on certain
publications in order to meet your objectives.
Target Audience
The media you selected is obviously influenced by
the target audience. A firm must select media
that the target audience is associated with e.g.
the magazines or paper that they read, or the
social networking site they use.
Focus
What is the message focus going to be? Will the
message be emotional and work on guilt or will
the message be clear cut and say why the firm is
better than the leading player?
Readership of Media
What is the readership of the media you wish to
select?
Circulation of Media
A firm will need to find out what the overall
circulation of the media chosen is. So how many
publications are sold, and exactly who reads
them.
Timing
When do you want the advertising campaign to
start? Is it specific to a particular time of the year
e.g. Easter or Christmas?
What to Measure?
The effectiveness of media planning should
be measured with multiple indictors.
The first measure is the actual execution of
scheduled media placements.
How to Measure?
The measurement of the effectiveness of a
media plan can be conducted by the
advertising agency or by independent
research services
Using methods such as surveys, feedback,
tracking, and observation. Each method has
its strengths and weaknesses.
Surveys
Surveys can be conducted among a
sampling of the target audience in the
different periods of a media campaign, such
as in the beginning, the middle and the end
of the campaign.
Surveys can ask questions about the target
audience's media behavior, advertising
recall, brand attitudes and actual purchase.
Feedback
Feedback can be collected to measure the
media and ad exposure of the target
audience.
Feedback devices such as reply cards, tollfree numbers, coupons and Web addresses
can be provided in ads so that tallies of the
responses or redemptions can be made to
estimate the impact of advertising media.
Tracking
Tracking is measurement method that media
buyers use to track the effectiveness of online
ads.
When a user visits a Web site or clicks on a
banner ad, Web servers automatically log that
action in real time.
The logs of these visits and actions are very
useful for media buyers, because the buyers
can use them to estimate the actual
interaction of audience members with the
interactive media.
Observation
Finally, in the physical world, media buyers
can use observation to collect audience
reaction information at the points of
purchase or during marketing events.
For example, researchers can be stationed
in grocery stores to observe how consumers
react to in-store advertising or how they
select an advertised brand in comparison of
other brands.
Thank You