Concept of Media, Ingredients of Media Selection Final

7/30/2019 Concept of Media, Ingredients of Media Selection Final

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Submitted to: Submitted by

Prof. Dr. Nischay Upmanyu Saista Nasir

Abhishek Jain

CONCEPT OF MEDIA,

INGREDIENTS OF MEDIASELECTION, MEDIA PLANNING

PROCESS AND TYPES OF MEDIA


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A series of decisions involving the delivery of messages

to audiences

Goals to be attained by the media strategy andprogram

Decisions on how the media objectives can beattained

The various categories of delivery systems, includingbroadcast and print media

Either radio or television network or local stationbroadcasts

Decisions on how the media objectives can beattained

Media Terminology

Media

Planning

Media

Objectives

Media

Strategy

Media

Broadcast

Media


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Publications such as newspapers, magazines, directmail, outdoor, etc.

The specific carrier within a medium category

Number of different audience members exposed atleast once in a given time period

The potential audience that might receive themessage through the vehicle

The number of times the receiver is exposed to themedia vehicle in a specific time period

The potential audience that might receive themessage through the vehicle

Number of different audience members exposed atleast once in a given time period

The specific carrier within a medium category

Publications such as newspapers, magazines, directmail, outdoor, etc.

Media Terminology

Print

Media

Media Vehicle

Reach

Coverage

Frequency


4/23

Concept of Media

Mass media consists of the various means by which information

reaches large numbers of people, such as

Television

Radio

Movies

Newspapers

Internet.


5/23

Ingredients Of Media Selection

Nature of Product

Nature of Customer

Age

Level of education

No. of customer

Distribution of product

Advertising objectives


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Nature of message

Media used by competitors

Media availability

Media reach and coverage

Media Cost

Media frequency

Media Image


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Meaning of Media Planning

The process of selecting the advertising media and

deciding the time or space in which the ads should

appear to accomplish a marketing objective

The process of evaluating and selecting the media mix

that will deliver a clear, consistent, compelling messageto the intended audience.


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Evaluate Performance

Implement Media Strategy

Develop Media Strategy

Establish Media Objectives

Analyze the Market

Implement Media Strategy

Develop Media Strategy

Establish Media Objectives

Analyze the Market

Media Planning Process


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Types Of Media

Print Media

Newspaper

Magazines

All the other type of publications ( e.g.House Journals)

Electronic Media

Radio

Television

Cinema (Media)


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Outdoor Media Hoardings

Banner

Neon Sign Boards

Posters Glow sign

Transit media

Car cards

Exterior displays Station Posters


11/23

Direct Marketing Personal Selling

Telephone marketing

Direct mail marketing Catalogue marketing

Online marketing


12/23

Short Message Life

High Production Cost

Low Selectivity

High Absolute Cost

Clutter

Mass Coverage

High Reach

Impact of Sight, Soundand Motion

High Prestige

Low Cost Per Exposure

Attention Getting

Favorable Image

High Production Cost

High Absolute Cost

ShortMessage Life

LowSelectivity

Favorable Image

Attention Getting

Low Cost Per Exposure

High Prestige

Impact of Sight, Soundand Motion

High Reach

Mass Coverage

Television Pros and Cons

Advantages Disadvantages


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Clutter

Fleeting Message

Audio Only

Low Attention Getting

Local Coverage

Low Cost

High Frequency

Flexible

Low Production Cost

Well-segmented Audience


Clutter

Audio Only

Well-segmented Audience

Low Production Cost

Flexible

High Frequency

Low Cost

Local Coverage

Radio Pros and Cons



14/23

Visual Only

Long Lead Time forAd Placement

Lack of Flexibility

Segmentation Potential

Quality Reproduction

High Information Content

Longevity

Multiple Readers

Visual Only

Long Lead Time forAd Placement

Multiple Readers

Longevity


Quality Reproduction

Segmentation Potential

Magazine Pros and Cons



15/23

Clutter

Poor Reproduction Quality

Short Life


High Coverage

Low Cost

Short Lead Time for Placing Ads

Ads Can Be Placed in InterestSections

Timely (Current Ads)

Reader Controls Exposure

Can Be Used for Coupons

Selective Reader Exposure

Poor Reproduction Quality


Clutter

Short Life

Can Be Used for Coupons


Timely (Current Ads)

Ads Can Be Placed in InterestSections

Short Lead Time for Placing Ads

Low Cost

High Coverage

Newspaper Pros and Cons



16/23

Short Ads

Local Restrictions

Sort Exposure Time

Poor Image

Location Specific

High Repetition

Easily Noticed Poor Image

Short Ads

Sort Exposure Time

Easily Noticed

High Repetition

Location Specific

Outdoor Pros and Cons



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Poor Image (Junk Mail)

High Cost Per Contact

Clutter

High Selectivity



Repeat Exposure Opportunities

Poor Image (Junk Mail)

High Cost Per Contact

Repeat Exposure Opportunities



High Selectivity

Direct Mail Pros and Cons



18/23

Websnarl (Crowded Access)

Few Valid MeasurementTechniques

Limited Creative Capabilities

Technology Limitations

Limited Reach

User Selects ProductInformation

User Attention and Involvement

Interactive Relationship

Direct Selling Potential

Flexible Message Platform

Few Valid MeasurementTechniques

Technology Limitations

Websnarl (Crowded Access)

Limited Creative Capabilities

Flexible Message Platform

Direct Selling Potential



User Selects ProductInformation

Internet Pros and Cons



19/23

Limited Creative CapabilitiesCost effective

Exposure and Repetitiveness


On the negative side, Transitadvertising is limited to urban areasand there is a little validatedinformation on its effectivenessessentially, it is a supplementarymedium for national advertisersalthough it ay be used as the

primary medium for local firms.

Reach Large Audience

Transit media Pros and Cons



20/23

Limited Creative CapabilitiesWide Range



People don't like the adverts

Economical

Helpful For Niche Marketing

Cinema media Pros and Cons



21/23

Convenient

Easy & Private

Wide Selection Option

Abundance ofInformation

Interactive &Immediate

Buyers Benefits Sellers Benefits

One-to-one ConsumerRelationship Building

Reduced Costs (no

intermediaries)

Increased Speed &Efficiency

Immediate and DirectResponse

Global Medium

Benefits of Direct Marketing

Flexibility

Product Access


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Disadvantage of Direct Marketing

Limited Reach Customer Rejection

Expensive

Low Response


23/23

Thank You

Documents

Concept of Media, Ingredients of Media Selection Final