Advertising

by:-
Smit Saini
 Marketing Communications

• Messages and related media used to communicate with a

market.

• Advertising
• Branding
• Direct Marketing
• Graphic Design
• Packaging
• Promotions
• Publicity
• Sponsorship
• Public Relations

Two Types of Communications

 Marketing Communication

Positioning Promotions Product

Information
Services

Demand Generation

Brand Image / Corporate Image

 Corporate Communication

Image Building Public Opinion Company

Marketing Communication

Information Positioning Promotions

Demand Generation

Contact Points
Contact Points and Marketing Communications
 Integrated Marketing

According to American Association;

“Planning process designed to assure that all brand

contacts received by a customer or a prospect for a product
or service, are relevant to that person and consistent
over time.”

There have been many shifts in the advertising and media

industry that have caused IMC to develop into a primary
strategy for most advertisers.
 Main shifts
• From media advertising to multiple forms of communication
(including promotions, product placements, mailers...)

• From mass media to more specialized media,

• From a manufacturer-dominated market to a

retailer-dominated market. BARGAINING POWER

• From general-focus advertising to data-based marketing.

• From low accountability to greater accountability of agencies

• From traditional compensation to performance-based

compensation.

• From limited Internet access to widespread Internet

availability. Communication Planning
 Communication planning 3 W & 1 H

Is the art and science of reaching target audiences using marketing

communication channels.

It is concerned with deciding

Whom to target,

When,

With what message

How

Frequency
Plan Includes
Communication Plan Includes:

Target audiences

Key messages

A budget

A calendar for message release

BTL, ATL, TTL

 Marketing Communication

Above the Line Communication

ATL

Below the Line Communication

BTL

Through the Line Communication

TTL
ATL is a type of advertising through mass media such as TV, cinema, radio,
print, banners and search engines.

Increase brand awareness.

Useful when larger target audience is to be addressed

BTL uses less conventional methods than the usual specific channels of
advertising to promote products, services, etc.

These may include activities such as direct mail, public relations

and sales promotions.

It is more effectively used to increase sales.

When the targetn group is small and specific

TTL refers to an advertising strategy involving both above and below the line
communications in which one form of advertising points the target to another
form of advertising thereby crossing the 'line'.
 Advertising

Paid form of non personal communication about an

organization or its products that is transmitted to a target
audience through a mass/broadcast medium.

While advertising is the event, Advertising Management is the

whole process - a function of marketing.

Starting from market research continuing through advertising

leading to actual sales or achievement of objective.
 Pros
• Flexibility allows you to focus on a small, precisely defined
segment (School newspapers) or a mass market

• Cost efficient -reach a large number at a low cost per person,

allows the message to be repeated, and can improve public
image.

• Allows for repeating the message-lets the buyer receive and

compare the messages of various competitors.

• Very expressive, allows for dramatization.

• Used to build a long term image of a product.

• Trigger quick sales, sears advertising a weekend sale.

 Cons

• Absolute outlay cost very high, make a national

TV ad. approx Rs.150,000, local ad. Rs.60,000. 30 second spot,

• Rarely provides quick feedback, or necessarily any feedback

• Less persuasive than personal selling

• Audience does not have to pay attention

• Indirect feedback (without interactivity)

 Scope and Importance of Advertising

Advertisements are important for:

• standardized products

• products aimed at large markets

• products that have easily communicated features

• products low in price

• products sold through independent channel members

and/or are new.

• Intense Competition

• Introducing new Product

 Objectives

- Information Advertising - New product or new uses

- To build primary demand - Explanations or descriptions

- Builds image - Persuasive Ad

- Fight competition - Build demand for your brand

- Buy now - Compare to competition

-Reminder Ads - Mature products

- Keep product on consumers minds

DAGMAR
 Models of Communication

Effective Communication program involves

understanding the response process

Communication models aim at explaining the possible

sequence through which advertising may eventually
Affect the buyers
Operational AIDA Hierarchy of Innovation Information
Model Effects Adoption Processing

Cognitive Attention Awareness Awareness Presentation

Attention
Knowledge Comprehensive
Affective Interest Liking Interest Yielding
Preference
Desire Conviction Evaluation Retention
Conative Action Purchase Trial Behaviour

Behaviour

Classification …….
 Classification of Advertising

(1) by geographical spread

(2) by target group

(3) by type of objective

National Advertising:

Some ‘manufacturers may’ think that their

target is, the entire country.

‘They select media with’ a countryside base.

Generally large, established firms belong
to this category.

Hindustan Unilever, Brooke Bond,

Larsen & Toubro, Escorts, Pepsi, Coke
Local Advertising:

Small firms may like to restrict their business to

State or regional level.

Some firms first localize their marketing efforts

and once success has been achieved, they spread
out to wider horizons.

Classifieds in Local Dailies, Small companies,

Dealers
Target Group:

It is on the basis of target groups aimed at it can

further be divided into sub category as:

a. Consumer Advertising

b. Industrial Advertising

c. Trade Advertising: Advertisements, which are directed by the

manufacturers to the distribution channel members, such as wholesalers or
retailers.

d. Professional Adverting: There are certain products for

which the consumers themselves are not responsible for the buying choice.
 Objective:

Product Advertising: promoting sale of a product

or brand

1.Informative

2.Persuasive

3.Reminder
 Focus is on increasing the size of
existing customer base

Those Not Those Buying

buying Product Other Brands
Class Exclusively

Existing Customers
 Increasing share of requirements

Customers have more than one preferred brand.

Choosing on the basis of

Habits
Discounts
Promotions

Availability
Public Service Advertising (PSA's): sponsoring a
charity event,

PSA's are a way to promote company in a positive light.

Advocacy: Concerned with propagating an idea.

Another form of Public Service Advertising,

Company states the reasons for certain negative

issues Emerged.
Corporate Image Building: Aditya Birla Group, TATA,
BHEL, Hindustan Unilever

Brand Personality Association: brands developed in terms

Of human characteristics.

all the tangible and intangible traits of a brand,

beliefs,
values, prejudices, features, interests,
Case Discussion
The Following Data have been collected in 5 samples
Measure CASE CASE CASE CASE CASE
I II III IV V
Brand 30% 80% 80% 80% 80%
Awareness
Favorable 25 25 45 45 10
Attitude
Purchased 23 23 23 35 35
Brand Once

Repeat 20 20 20 30
Purchases 8
Segmentation and Positioning through Advertising
Segmentation Strategy
involves :

Development and pursuit of marketing programs

directed towards subgroups of population that an
Organisation can serve potentially

An Advertising program can be created to appeal certain

types of buyers
In implementing segmented advertising more detailed
Breakdown of the market is required

An organisation focuses on style conscious upper class

Selects retail outlets and product lines that will

attract members of this group.

It may be useful to further divide this segment

on the basis of age.

Segmentation strategies…
 Segmentation Strategies

Concentration Strategy
Focus is on one subgroup and direct marketing plans
towards it

Differentiation Strategy

Two or more subgroups are focused and marketing plans

are developed

Developing segmentation strategy

The objective is to identify a group of consumers
That;

Are not being served well presently by competitors

And may try the product; Priori Base

The basis on which the market might be segmented is

Determined before any data is analysed from the market
place

Are large enough or growing in size; Priori Base

Bases for priori segmentation….

 Bases for priori segmentation

Age Gender Income

Geographical Location Usage

Consumers may seek different benefits from the same

product

Depending on the nature of the usage occasion

Brand Loyalty as priori segmentation

 Empirical Segmentation Approach

Consumers differ in the need for which they buy a

product

Buyers tend to place different degrees of importance

on the benefits

Segmentation Strategies based on Attitudes and

Benefits

1.Benefit Segmentation
2.Sociable Segmentation
3.Independent Segmentation
Lifestyle or psychographic
 Lifestyle or Psychographics as bases for
segmentation

A person’s pattern of interests, opinions and activities

Combine to represent his or her lifestyle

It includes exploring information concerning attitudes

and personality traits.

Defining a segment empirically is called psychographics

Lifestyle segmentation is useful in categories where

User’s self image is important

Reaching Target Segment

 Reaching Target Segment

Controlled Coverage

Objective is to reach desired segment and to avoid

Reaching those who are not in the target segments

Customer Self Selection

Advertising program is directed to mass audience of

which target segment may be only a part.

Positioning Strategies
 Positioning Strategies

Positioning involves a decision to stress only certain

Aspects of our brand and not others.

Key idea is that the consumers must have a clear idea

of what the brand stands for.

Positioning is achieved mostly through a brand’s

Marketing communications.

Strategic objective must be to have segmentation and

positioning strategies that fit together.
Brand Positioning is the set of associations the
consumer has with the brand, in terms of

Physical Attributes

Lifestyle

Use of occasion

Approaches to positioning strategies

1.Using Product characteristics or customer
benefits

2.Price-Quality

3.Use or Application

4.Product-User

5.Product Class

6.Cultural Symbol

7.Competitor Approach

Determining the positioning strategy

 Determining the positioning strategy

Identify the competitors

Determine how the competitors are perceived and

evaluated

Determine the competitor’s positions

Analyse the customers

Select the position

Monitor the position

Identifying competitors
 Identifying competitors

Pepsi May define its competitors as;

Other cola drinks

Non-diet soft drinks

All soft drinks

Non alcoholic beverages

All beverages except water

Message Strategy
Advertising Manager needs to make decisions about
The content of the advertising message, called as
Message Strategy

Message focus should be on communicating

Product Benefits

Developing / Reinforcing Brand Image

Evoking and associating specific feelings and emotions

Making the brand appear fashionable by creating social

and group influences.
The challenge is to identify which attributes are
considered in making the brand-choice decision

Which of them are most important in the targeted

product-market situation.

Success of a positioning strategy is reflected in link

between benefits or images and an overall attitude in the
mind of customers

Attitude
Attitude is associated with the notion of liking or
disliking

Attitude is not directly observable and have to be

identified from what people say about and what they do

Attitude is a central concept in the field of social

psychology

Attitude Structure is made up of three closely

Interrelated components
Cognitive
Awareness, comprehension, knowledge

Affective
Evaluation, Liking Preferences

Conative

Action Tendencies like trial, or purchase

We buy something because we like it, and we like it

Because we cognitively evaluate its benefits

Types of actions people take

 People develop overall attitudinal liking for a
product without cognitively evaluating them.

Such Attitudes are purely based on emotions and

feelings rather than some rational evaluation

LOW INVOLVEMENT SITUATIONS

Vice Versa for High Involvement Situations

 Making the Positioning Decision

1. Economic Analysis

Market Segment Size

Penetration Probability

“Penetration Probability must indicate “

Competitive Weakness to attack

Competitive advantage to exploit

 2. Segmentation Commitment

An overt decision is made to ignore parts of the

Market.

Give Meaningful position through undifferentiation

Deliberately generating a diffuse image

Meaning different things to different people

VS.

Positioning through differentiation

3. If advertising is working, stick with it

Brand personality or image is developed over many

years

Consistency is desirous over change in personality

year after year

4. Don’t try to be something which brand is not

5. Consider Symbol
 Message Strategy through Attention
and Comprehension

Getting increasingly difficult to gain attention

There are two important prerequisites

Individual must be exposed to message and pay

attention

Those who pay attention must interpret /

comprehend as intended
 Each of the stages discussed as

Attention
Comprehension

Go through a perceptual barrier

Perception Process

Stimulus Attention Interpretation Cognition

Active Search Simplify

Passive Search Distort

Passive Attention Organize

 Stimulus Conditions Audience Conditions
Intensity Information Needs
Size Attitudes
Message
Values
Position
Interests
Confidence
Context

Attention can be viewed as information filter

It is an screening mechanism that controls the quantity

and nature of information any individual receives
Amid advertising noise it is not easy to create an
Advertisement that gets noticed, processed and
Evaluated.

Effectiveness of advertising is reduced;

Higher Level of Clutter

Proximity of advertisements from competing brands

Television advertisers have to cope with much noise in

the form of;
Clutter
Zapping
Zipping
Clutter: Too many advertisements in related as well
as unrelated product categories.

Zapping: Switching programs during commercial breaks

Zipping: Fast-forwarding through advertisements when

Viewing pre-recorded programs.

Combating clutter, zapping and zipping

 Combating Clutter, Zapping and Zipping

Clutter

Higher levels of clutter hurt the performance of

Individual advertisements

Effects of increased clutter do not affect all

advertisements

Ads placed either at beginning or end are less affected

High involvement advertisements are less affected

Print Media: three dimensional pop-ups, freebies,

etc.
Zapping

A viewer can turn off the sound or change channel

It is higher in households with Cable TV and with

Multiple people at home

Consumers are forced to pay more attention to ads they

Are zapping than those that are not.

One can make commercials that are interesting,

Entertaining or pleasurable

Consumers are forced to pay more attention to ads they

Are zapping than those that are not.

Executional elements are equally important

Zipping

Zipping rates are lowest for first commercial in

The first slot and highest for last ones.

Far more difficult to fight zipping than zapping

Combat zipping by developing commercials that use visual

Elements like; logos or still shots

These will be visible even if viewers are fast-forwarding

 Creating Advertisements that attract

The attention filter operates at various levels of

Efforts and consciousness.

Information is an important stimulus for paying attention

There are 4 motives for attending to informative stimuli

Information of Practical Value

Information that Supports

Information that Stimulates

Information that Interests

 Practical Value

Successful headline format “How to……..” in context

Of the problem that the consumer is trying to solve

Robert Burnkrant applies general theory of motivation

to process information; based on 3 factors

1. Information need depends upon the nature of product

Products that are costly, complex or unknown

. Expectancy (probability) that processing a
particular ad will lead to relevant information
exposure

. Value of the source of relevant information / goodness

or badness of the message

This structure provides an approach to determine the

extent to which a person might be motivated to process
information
Information that Supports

People have psychological preference for supportive

information

They tend to avoid non-supportive or discrepant

information

Dissonance Theory predicts that cognitive dissonance,

the existence of conflicting cognitive elements is
discomforting and that people will try to reduce it.
Information that Stimulates Complexities Theory

Based on Salvatore Maddi’s Variety Theory; novelty,

unexpectedness, change, and complexity are pursued
Because they are inherently satisfying.

Assumption is; people get bored and are motivated to

reduce the boredom by seeking stimuli that are unusual
or different.
Adaptation-Level Theory suggests; not only focal
Stimuli determines perception but also the contextual
(background) and residual (past experience)

Advertisements that are sufficiently different from an

audience’s adaptation level and expectations will attract
attention.

Suggested to use ad elements that are moderately

inconsistent rather than very consistent or extremely
inconsistent.
 Information that interests

People tend to notice information that is interesting to

Them.

They are interested in subjects with which they are

involved

Approach could be to run an advertisement about the

Person or the persons to whom it is directed.

OR

To present a communication involving topical

issues in which audience is likely to be heavily
involved
 Advertising Appeal
An Advertisement should contain an appeal for
creating human interest so that it catches attention.

Human needs are the basis for appeals

There are two issues that are important for an advertiser

Regarding needs:

The number and nature of basic needs

Intensity of motivated behaviour

 Unsatisfied needs are motivators

Much of the human behaviour is motivated by sub

conscious and unconscious needs

Several needs operate simultaneously to cause a given

behaviour

We may spend a great deal of time and efforts to

Satisfy some of motives or vice – versa.

People differ significantly in the efforts they put forth

To achieve what appears to be the same motive.
 Intensity of Motivating Behaviour invokes the
concept of central and peripheral needs.

Central Needs: are closely related to our sense of

Survival and identity.

Peripheral Needs: are instrumental needs or wants,

consisting of preferences one has for alternative
means of satisfying central needs
 Associating Feelings with the Brand

Previously we talked about logical processing of

information and rational thinking process

Creating feelings that can ultimately influence

attitudes or beliefs is also important consideration.

For example: Pepsi (youngistan commercial),

Thumsup (adventure commercials) evoking feeling of
energy, thrill ……….

Feelings created get associated with the brand and

thereby affect brand attitudes.
 Buying Motives

Different kinds of motives encourage an individual to

Give attention to certain advertisements and purchase
Certain products.

Achievement: need to perform difficult tasks

Independence: need to be autonomous, have options,

be different

Exhibition / Recognition: need to gain public attention,

show off or to be held up as exemplary

Affiliation: need for close association with

others
 Advertising Appeal

Rational Appeals: ads based on functional benefits

Emotional Appeals: are designed to stir up certain

positive (happiness) or negative emotions (fear, anxiety)

Moral Appeals: instilling sense of right and wrong.

often used in messages to arouse a favourable response

Product Oriented Consumer Oriented

Feeling Advertising is execution focused opposed to
message focused.

Such advertisements develop:

EMTIONAL BONDING

BRAND IMAGERY

BRAND PERSONALITY

Feelings are more important in low involvement situations

Advertisements evoke feelings for products that are
likely to be needed when consumers have a low
level of intrinsic interest in the product category or
brand.

This is most likely to happen in the mature stages of

product life cycle.

When a product is new and product interest is high

consumers may seek more information.

It is suggested to have feeling oriented advertisements

For products in mature stage and informative
advertisements in introduction stage in PLC
 FCB and Rossiter and Percy Grid

Defines different product categories and motives for

which consumers purchase a product

How advertisements can be designed to address each

buying motive.

Product categories can be classified into four categories

Based on

High Or Low Involvement

Thinking Products or Feeling Products

Motives can be

Informational or Transformational

Thinking Products could be purchased for several

informational motives

That have to do with the consumer’s desire to reduce

negative feelings

A product might be purchased for;

Remove a problem

Problem avoidance

Dissatisfaction with a prior

purchase
 Feelings Products can be purchased for various
Transformational motives.

That have to do with increasing certain positive feelings

A product might be purchased for;

Sensory Gratification

Sense of achievement

Social Approval Needs

 Transformational Advertising

Way in which feeling-oriented advertising succeeds in

Associating feelings with brands.

Such advertising involves developing associations with the

Brand or the brand use.

So that the experience of using the brand is transformed

Into something related to feelings.
 Rossiter Percy Grid

Informational Transformational
Negative Motivation Positive Motivation
Focus on one or two Unique and authentic
Low Involvement key benefits emotional benefits
Trial Experience
Is sufficient Use simple problem- Frequently repeated
solution format likeable ad

Drama Format

High Involvement Convincing and logical Create a feeling of

brand claims lifestyle identification
Search and Conviction
Is required prior
To purchase Refutational or Supportive information
Comparative formats Thrown in

High Repetition needed

 Requirements for successful Transformational
Advertising

Adequate Budget: heavy repetition to build

Association is required

Consistency: thrust of advertisements can not be allowed

To change frequently.

Close Connect the brand with the advertising: connecting

Use experience to the brand.

An advertisement attempting to generate an

emotional response should be believable and
engender empathy
There are countless numbers of feelings and
combinations of feelings that could potentially be
precipitated by advertising.
 Equity Building Advertising
• Brands have equity because they have:

• High Reputation for Perceived Quality

• Brand Awareness

• Positive Brand Association

• Consumers prefer high-equity brands because:

• they find it easier to interpret what
benefits the brand offers.
• Feel more confident about it
• Get more satisfaction by using it
Brand can charge a higher price.

Command more Loyalty

Run more efficient marketing programs

Brand Image

Attributes + Consequences + Brand Personality

A brand could acquire a personality profile through

Advertising-created association.

Feelings can be associated through advertisements.

security, calmness, excitement, happiness etc.
 Why are Brand Personality Associations
Important

Importance to Marketers:

Differentiate from competition

Intense Competition in the same product category

Near Parity in terms of attributes, quality, price etc.

Only difference between brands is often the personality

associated with them
Brand Personality Association enables the
organisation to gain market share or charge premium
price.

While competitors can match product features,

price, promotions etc.

They can not duplicate the brand personality; it is done it

May lead to advertising for the original brand.

Long term advantages:

Increase the asset value

Brand Acquires higher sale price

Access to better distribution network

Better shelf space

High consumer awareness and loyalty

Increased repurchases

Economies in terms of marketing expenses and launching

new brands, categories or extensions
 Importance to Consumers

Self Definition and Symbolic Association

Consumers regard their possessions as part of themselves

Brands encapsulate social meanings (intelligence,

sophistication)

Consumers select those brands that have a brand

Personality, which is congruent with their own self-
concept
 When are Brand Personality Associations More
Important ?

Self rationale would be stronger in some product

Categories than in others.

High Involvement products vs. Low Involvement Products

It matters more when a product is socially visible

Relatively scarce product categories

Certain individuals are also susceptible to brand personality

symbolisms
People who are more conscious about there public
appearance
 Implementing Brand Personality Association

1.Researching the symbolic associations that

currently exist with the product category and
competitive brands.

A. Photo Sorts: Consumers are given photographs of

Individuals and asked to pick those, which they think
use particular brand.

Then they are asked to describe the individual

B. Sentence Completion: Ladies like Sunsilk Shampoo

because …………………
 2. Deciding which brand personality is going to
be of greatest value with the target consumer

segment.
3. Executing the desired brand personality strategy

Every element of marketing and communication mix

Plays an important role: packaging, pricing, sales
promotions, distribution etc.
 Key advertising elements that contribute to a
brand’s personality are:

Endorser: Personality of the endorser gets transferred

To the brand

Use Imagery: Kind of brand user portrayed in the ad .

Executional Elements: music, visual direction, colour

Schemes, typography

Symbols: Nike’, Air Deccan

Consistency:
 Creative Approach

Comparative Advertising:

Two or more named or recognizable brands of the same

Product class are compared and the comparison is made is
Made in terms of one or more attributes.

The comparisons can be:

Implicit (Brands implied but not Named) or Explicit

(Brand Names)

Verbal or Visual
Claims can be of complete superiority

Superiority on some attributes or of parity.

Inoculative (immunizing) Advertising:

Companies try to resist attempts by competitors or outside

Influences to change his or her attitudes.

Companies are involving with defensive marketing.

Refutational (denial) and Supportive Advertising:

Emotional Creative Approaches

 Using an Endorser

Benefits of using Endorsers:

1. Enhance advertisement readership / viewership /

listenership.

2. Induce Positive attitude change towards the brand/

company.

3. Personality characteristics of the endorser can get

associated with brand personality.
 Selecting an Endorser

A Celebrity: has the publicity of and attention getting

Power.
Large segments of the audience instantly recognize and
identify with the with the famous person.

Goodwill can be transferred to the brand.

Celebrities cost a lot and hard to get.

If they are used for other products they may loose

credibility
They may be overexposed
An Expert
Best choice when product is technical or consumers need
Reassurance that the product is right choice and safe to
Use.

A satisfied customer

To maximize the naturalness of the situation.

Best choice when it is anticipated that there will be strong

audience identification with the role involved.
 Creative Process

1.Fact finding : Information search, advertising

objectives

a. Problem Definition: Picking out and pointing the problem

b. Preparation:

2. Idea Finding:
a. Idea Production: tentative ideas

b. Idea Development:
 Copywriting

Some Important guidelines:

Cash in on personal experience

Write with heart

Learn from experience of others

Talk with the manufacturers or service providers

Study the product

Review previous advertisements of the product and that of

the competitors’
Copy is more effective if:

it is simple and clear touching only one or two ideas.

It is extendible

Flows smoothly from beginning to end.

For Print media copy:

Key element is headline, it must flag down the target

reader and pull him into body copy.

Offer reward for reading on

Headline should appeal to reader’s

interest, offer new twists, evoke curiosity
 Headlines and visuals should complement each other

Body copy should be detailed and specific, support

The headline, readable and interesting.

For Television Copy:

Right mix of visuals or sounds.

Frequent use of visual repetition of brand name, package

And key product attributes.

All elements should be well connected and linked to each

other
For Radio Copy:

Write copy that creates a picture in the mind of the

Listeners.

Elements used are, sound effects, human voice, humour

Or music. Should be well utilised

Short words and short sentences are more effective.

For Outdoor Copy:

Message should be communicated in few seconds.

Should be extremely short, simple, strong and distinctive

 Layouts

Involves bringing all the pieces together

Important factors to consider:

Balance: Pleasing distribution

Contrast: different sizes, shapes and densities, colours

to enhance attention value and readability.

Gaze motion: logical sequence

Unity
 Media
• The vehicles that carry the ads to the
target market.

• Which is most important? Picking the

correct media or having great creative?

• What are the types of media?

 Newspapers Magazines

Internet
Outdoo
r
Consumer’s
View of Media
Advertising
Wireless Radio

World Wide Web Television

 Media Overview
• Advertisers are placing more emphasis
than ever on media planning

• Choosing media & vehicles is the most

complicated of all marketing
communications decisions

• Aside from specific vehicles in media,

the planner has to choose geographical
locations and budget distribution over
time
 Key Media Terms
❖ Media plan: document that establishes
how media will be used to disseminate
an advertiser’s message, including
objectives and strategy.

❖ Media objective: statement in media

plan that explains the goals of the
plan; usually states how many of the
target will be exposed to advertising
messages in a given
time period, and how often.
❖ Media strategy: statement in
media plan that outlines how
objectives will be
accomplished; shows where
and when advertising messages
will appear, and at what cost.
 Media Planning
Media Planning = Selection + Scheduling

Factors Influencing Media Planning Decisions

❖ Target Market Profile

❖ Looking at Brand/Product Dynamics
❖ The Creative Execution
❖ Budget Considerations and Media Deals
❖ The Competitive Situation
❖ Availability and Timing Considerations
 The Media-Planning
Process

Involves the process of designing a

scheduling plan that shows how
advertising time and space will
contribute to the achievement of
marketing objectives
The Media-Planning Process

media planning involves coordination

of three levels of strategy
formulations:

• Marketing Strategy

• Advertising Strategy

• Media Strategy
 Overview for the Media
Planning Process
Advertising Strategy

Marketing Advertising Advertising Message Media

Strategy Budget Strategy Strategy
Objectives

Media Strategy
• Audience Selection
• Objective Specification
• Media and Vehicle
• Media Buying
The Media-Planning Process

Marketing Strategy:

Provides impetus and direction for choice of both

advertising and media strategies

Advertising Strategy:

Involves advertising budgets, objectives and

message and media strategies –
extends from overall marketing strategy
The Media-Planning Process

1. Selecting the 2. Specifying media

target audience objectives

3. Selecting media
categories and 4. Buying media
vehicles
Selecting the Target
Audience
Four major factors

(1) Buying Behaviour

(2) Geographic

(3) Demographic

(4) Lifestyle/psychographics
 Specifying Media Objectives

1. What proportion of the population should be

reached with advertising message during
specified period (reach)

2. How frequently should audience be exposed

to message during this period (frequency)

3. How much total advertising is needed to

accomplish reach and frequency objectives
(weight)
 Specifying Media Objectives

4. How should the advertising budget be

allocated over time (continuity)

5. How close to the time of purchase

should the target audience be exposed
to the advertising message (recency)

6. What is the most economically

justifiable way to accomplish
objectives (cost)
 Reach
Percentage of target audience that is exposed
to
an advertisement.

At least once, during a certain time frame

(usually four weeks)

• Reach represents the percentage of target

customers who have an opportunity to see
the advertisers message.
 Factors Determining the
Reach
• More people are reached when a
media schedule uses multiple media

• The number and diversity of media

vehicles used

• By diversifying the day parts

 Frequency
Average number of times an
advertisement reaches the target audience
in a four-week period
 Media Scheduling
Reach
(% of target audience with opportunity for exposure to
media vehicle(s) or media plan in a given time frame)

+
Frequency
(average number of times target is likely to be exposed to
the ad in a given time frame)

100%
The Difference between
Reach and Frequency
 Evaluating the Media: Key Terms
❖ Rating point: the % of a given population group
that uses a specified media vehicle.

❖ Share: Households/persons using television % of

homes or people watching TV at a given time.

❖ Audience: number or % of homes or persons

using a media vehicle.

❖ Coverage: Same as reach – the % of homes or

persons receiving broadcast signal within
specified area, or receiving specific magazine or
newspaper.
❖ Circulation: Total number of copies of a
publication sold through various forms of
distribution.

❖ Readers per copy: average number of

people who read each issue of publication.
 Market Factors/Frequency Levels

Market Factor Type Frequency

• Brand History New High

• Brand Share High Low
• Brand Loyalty High Low
• Purchase Cycle Short High
• Usage Cycle Short High
• Share of Voice High High