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Media Advertising Project

Media Advertising Project

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Published by Sophia Ali

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Published by: Sophia Ali on May 21, 2009
Copyright:Attribution Non-commercial

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09/15/2013

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HTTP://PAKISTANMBA.JIMDO.COMFOR DOWNLOADING THIS REPORT AND FOR MOREPROJECTS, ASSIGNMENTS, REPORTS ONMARKETING,MANAGEMENT,ECONOMICSMARKETING MANAGEMENT,ACCOUNTING,HUMAN RESOURCE,ORGANIZATIONAL BEHAVIOR,FINANCIAL MANAGEMENTCOST ACCOUNTINGVISITHTTP://PAKISTANMBA.JIMDO.COM
MEDIA
 
III N NTTOODDUUCCTTIIIOO N N One of the challenges faced by marketers in markets isinadequate awareness about brands, product and its usage. It is observed that low awarenesslevel leads to? High inertia to adopt new products.? Reluctance to pay additional premium to pay for national brands? Rampant usage of counterfeit brands.It is hence necessary to create awareness as well as preferencefor your brands amongyour audience. This calls for extensive advertising and massmarketing for attracting andretaining the target markets. An urge to increase the marketshare and beat thecompetition is the aim of every company. And all this is possiblethrough advertising.Effective advertising refers to informing the public about theright product at the righttime through the right medium. A right message through thewrong medium at the wrongtime would definitely lead to a waste of resources.To get the most out of the advertising rupees sent, the primaryconcern of the advertiser is
 
media selection. The cost of buying space or time is weighedagainst the number of audience secured by such advertising. Media ability covers suchqualitative values asaudience characteristics, editorial personality, and contributionto advertisingeffectiveness; above all it refers to “media image” capable of enhancing the perceptionand communication value of a given message.Hence, the media plays a very important role in entire process of reaching the targetaudience and retaining them.EELLEEMEE N NTTSSOOFF MEEDDIIIAA Evaluation of a particular medium for inclusion in a campaignrests upon what itcontributes to the cumulative effect. Any medium comprises of 4elements.
??
Character 
??
Atmosphere
??
Reach and frequency
??
CostIn addition to this, we should also realize that the “value”contributed by the medium

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