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medium in India.
The internet is one of the emerging mediums in India as of today. Like many other media
it too has its advantages and disadvantages in the below mentioned areas:
Effective targeting – the internet as a medium poses an advantage in this aspect as the
kind of people visiting a site or surfing the web can be determined and defined much
better and easier then other mediums. However, one must remember that majority of the
people on the net are educated and from urban backgrounds. So it makes sense only for
those who are looking at this target audience to advertise on the net.
Eg. It doesn’t make much sense for lifebuoy to advertise on the net.
However, practically it is not always workable. The more components that you add on to
your site, the heavier the web page is and the longer it takes to load. It has been observed
that many times people skip a site if it takes too long to download. Therefore one does
not have a lot of flexibility of execution. The primary attraction of the Internet is its
ability to deal one-to-one with consumers. In theory, business and consumers can buy
products, exchange product information, and acquire valuable research with the touch of
a computer key. In practice, the Internet remains an experimental medium with vast
underutilized potential
Connectivity with respect to India – this is one of the main disadvantages of advertising
on this medium. Its presence in the rural areas is nonexistent and in the urban areas a lot
is left to be desired. However in future one expects the medium to grow across sections
of society. The Internet is the ultimate research tool, with its ability to measure exactly
how many people used the medium and or purchased a product The Internet is among the
most flexible media, with an ability to immediately change copy in reaction to market
and competitive conditions.
Cons
To this point, the Internet is mostly promise rather than performance. It is difficult to
determine the effectiveness of the service because it is largely experimental in a
commercial sense.
Advantages and limitations of the medium itself – one of the main advantages of the
medium is that it exposes you to the world. The knowledge you can obtain from the
internet is close to infinite. Anyone in the world can see your website, see your ad [even
if it is a little banner on a small site]. It is also a medium where you can communicate to a
specific target audience. It is a relatively cheaper medium to advertise.
The limitations are that it is not widespread in the country. It is almost redundant for rural
advertising. The fact that you cannot do more than animations of a website is a
disadvantage.
There are several other disadvantages but over a period of time this medium is bound to
emerge as a strong force in media planning.
For local media, such as newspapers, local television, local radio, the media buyer works
with the individual representative at the local newspaper or TV or radio station. In the
case of local radio and television, this entails a good deal of negotiation, with the buyer
receiving competing bids from a number of possible stations that meet the plans criteria
in terms of reaching the desired target audience at the right cost. He or she will then
negotiate directly with the station to find the best deal in each market. With newspapers,
where there is generally only one per market, the negotiation typically involves
determining where the ad will appear (i.e., in which section). Pricing is less negotiable
here.
What does one mean by media objectives- define media strategies & explain in
detail?
Before media planning can start, companies have to define the marketing objectives
of the product/ idea proposed to be advertised. For example, if a professional
camera manufacturer decides to launch an automatic camera to expand his market,
his marketing objective would be to reach those segments of the population who are
photo enthusiasts
But do not want to be hassled by the intricacies of operation of professional
cameras, the fun loving people who want to capture moments of joy and
togetherness. The manufacturer may also target the existing professional camera
users to consider a replacement in order to have the pleasure of an automatic
camera which obviously will be faster, having mastered the manual one. The
marketing objective, hence, would be to
extend distribution into new geographic markets or income groups as also
the current users of cameras.
1) To reach photo enthusiasts of the age and income group who are the
chief purchasers.
2) To concentrate the greatest weight in urban areas where the target
audience would normally be found and where new ideas gain a quicker
response.
3) To provide advertising support at a consistent level except when it
needs extra weight during announcement and the holiday season, when
such target buyers are planning to visit exotic places or to meet their
kith and kin.
4) To select those media which will help strengthen the creative
strategy and help of demonstrate convenience, ease of shooting and, of
course, excellent results. The “Hot Shot” camera with the ‘Khatak’ sound
became an instant success with the photo enthusiasts in the late 80’s in
India.
MEDIA STRATEGY :
A Written media strategy is always an integral part of any media plan. This lists the
logic and consistency of the overall media schedule recommended.
Generally, the media strategy outlines the type of media proposed to be used; how
they will be used, and the rationale for the choices made. It defines the target
audience and the priorities of weighting them; the specific reach, frequency and
continuity goals.
It provides a break down of various media to be used over a period of time and the
budget for each of them, the cost of production and artworks, the intended size of
advertising units, the duration of spots/ jingles along with mechanical and timing
considerations.
To most people even in advertising agencies, a media plan consist of a specific list of
vehicles and schedule for their use. This, according to media planner, D.Sriram, is
entirely microscopic and inappropriate perspective of media.
Sriram outlines the following strategic decisions while preparing a media plan:
· Specify target audience against the weights that need to be
delivered.
· Determine the overall media weights to be delivered to target audience over
the course of the year.
· Decisions about the distribution of these weights across time and
markets.
· The mix of brand media types that should be used to deliver the
weights.
Product category information: it is pertinent for the media planner to have a through
knowledge about the product category & the positioning of the brand being
handled. This helps in assessing the strength & weakness of the brand & also helps in
sending achievable targets. This information details with the following broad areas—
category definition, competitive brand, market shares of (new, mature, stagnating
or near extinct), market expansion opportunity, interest level (high/low),
responsiveness to advertising, purchase cycle of the product—to help determine the
scheduling pattern.
Market information: this should reflect the market objective & proposed strategies,
product categories, distribution channels, brand categories, expenditure level & ad.
Expenditure of close competitor, ad. Expenditure on the brand for the current,
previous year & proposed appropriation.
Media objective: the objective should be clearly indicated. The proposed advertising is
trying to accomplish. This must clearly indicate whether the objective is to introduce
a new product, increase awareness about the existing brand, reinforce the current
position, reposition the current brand, relaunch a declining brand, elicit direct
response, improve or enhance the company’s reputation or change the peoples
attitudes towards the company’s brand or product category. It would also indicate
the source of business.
Target audience: a profile of those who buy the existing category as also those who buy
the competitive brands is a very important consideration for the media planners. Buying
habits must also includes information about buying cycles, purchase points,
frequency of purchase, etc… this helps the planner to know consumer
characteristics by category, brand & competitor; demographics—age, income,
education, occupation& motivation, special market segment.
As for posting procedures in other Media, radio stations provide affidavits that state
when the ads ran. Magazines usually send a copy of the issue to their clients.
Newspaper ads can be checked by requesting the tear sheet, which is a copy of the
actual page with the ad on it. Services are available to provide proofs of purchase to
the agency or buyer. For outdoor billboards, it is possible to “ride the boards” with the
outdoor company, visiting all or a proportion of the actual boards in each city to
verify where they are located and whether all the negotiated terms have been met.
Ongoing Monitoring Of The Plan – The Media planner has to keep track of
possible changes occurring not only in the media but also in all elements of the
marketing mix that could potentially harm the plan’s ability to impact sales. On the
media side, for example, a major international or domestic crisis could disrupt
regularly scheduled Television programs and / or people’s viewing habits, which might
mean the chances of your ads being seen are substantially reduced. Other marketing
considerations that the planner must watch for in monitoring the plan include unexpected
new entrants into the category or a sudden increase in spending by a major
competitor.
Indeed, anything that upsets the marketing arena is liable to have an effect on the Media
plan. The planner therefore, should keep a close eye on the marketing and media
situations and be prepared to recommend changes in the media tactics to respond to
changes in the real world. It is not too uncommon for the plan to be cut midway
through the year, particularly if the company does not make its financial targets or
a new management team is brought in. in that case, the planner has to revise what
has been bought, canceling space and time when possible or look for relief by selling
what was bought to another advertiser.
Measuring The Impact – Although the potential impact of the media plan is
calculated upfront in terms of its reach and frequency, media planners also should
evaluate the plan’s effect based on actual figures. For example, the planner might
have planned to buy a total of 585 gross rating points for the year, generating a
monthly reach of 45%. If it turns out that the plan only got 450 points, that would
lower the reach estimate, which means the plan will not achieve its objectives. That,
in turn, could have consequences for the over all advertising and marketing plans,
potentially impeding them from obtaining their goals too.
A plan’s impact can be measured in several ways. One way is to test consumers
awareness of the ad campaign before, during and after it appears to see if the
desired communication objective has been reached. Sales data, such as that given by
scanners or sales transactions, can offer another very tangible indication of how
much the media plan has helped generate sales, even though it is difficult to tie sales
response directly to most media activity (with the exception of direct response).
Finally, the plan’s actual reach and frequency figures can be compared with what
was proposed beforehand.
One of the results of measuring the media plan’s impact is that it gives
you an important advantage in preparing the plan for the next year. Based on what
is discovered in the assessment of the current plan’s performance, the planner may
recommend significant changes in, for example, the media mix, the time frame, or even
the budget.
There are five power concepts that a media planner should keep in mind with regards to
marketing strategy of a brand or service:
Customer Focus i.e. Your message must be appealing, relevant and accurately timed and
must be based on the understanding and anticipation of what the customer expects and
wants, when he wants it, and how he wants it to be delivered to him.
Customer Empowerment i.e. you empower your customer to define the relevance,
you do not define it for him and do not force the content as per your convenience.
You allow him to decide how deeply he wants to be involved in the communications.
This concept extends beyond the permission from customer. Her you are asking your
customer to take the lead.
Immersive marketing i.e. you need to be consistent at all the contact points and need to
have continuity such that all the roads of different media lead down the same path to
the brand. The beauty of your communications lies in that the consumer gets the option
only to decide how far to go and not what different objective to go for.
Brand Resonance i.e. your communication while creating relationship must stand for
something that the customers think is worthy of a relationship with them.
Emotional bonding i.e. your brand develops a relationship with your customer based on
the insights about the customer. He is not only loyal to your brand but he treats the
brand as a friend, a trustee, a close relative, or as an inseparable part of his life. In
this case he becomes an advocate for your brand and propagates your message himself. In
other sense he becomes a contact point for the other consumers. Thus the
communications become vital to be managed so well that even this newly created contact
point speaks the same voice.
The media planning is at the strategic level. Generally it relates to the entire strategic
framework as to what does the product stand for, its attributes, the differentiation
and then segments which it wants to enter. Thus the plans need to be based which
must answer:
What contact opportunities do I have (taking into consideration the costs and the
benefits)?
What is my media strategy i.e. whether I want to just ensure my presence in the medium
or I want to dominate that particular medium?
In short the entire work of media planning is “ the strategic coordination of all the
messages and media to influence the perceived brand value”. Thus effective media
planning and effective media strategy result in successful brand or service.
12. What are the various elements involved in Communication Mix. How are they
related?
A: “Communications component (or communication mix) is that portion of the media
plan that considers the effectiveness of message delivery as contrasted to the efficiency
of audience delivery.”
When we use the word creativity in advertising context, we usually do not think
about the media function. However, the effective media planner must consider the
creative goals, the message themes, and the actual creative execution in developing
the media plan. Because of high cost of time and space, there is a tendency to
become so concerned with media cost analysis that we forget that effective
advertising must communicate to our listeners and readers.
The communication mix consists of the following considerations;
Creative Predispositions of the audience: for example, teens are predisposed to radio in a
different way than print.
Qualitative Environment for the message: Golf magazine reaches readers who are in the
proper frame of mind for ads for golf balls and golf clubs.
Q. 14 what are the demographic data required that would help decide on the
Medium to be selected. Explain the relevance of each data.
A: advertisers must always match the profile of the target market with the demographic
characteristics of a given medium’s audience. Let us consider an example of cigarette
advertising. The target market for this is men in the age group of 25 to 60 years. The
advertiser should consider placing the ads in magazines having a predominant male
readership. Advertising in magazines having a predominantly female readership would be
mostly wasteful for this product. Similarly, age also plays an important role in preparing
a media plan for a particular product. Suppose you want to advertise a fast food joint to
the teens. Hence it would be apt to advertise this product in magazines like JLT or radio
stations. Also income level is an important determinant for deciding on the media to be
selected. For example if you want to sell an elite product to the elite women, then
magazines like El or Femina would be apt, whereas if your product is targeted to middle
class housewives then magazines like Grihashobha, Saheli etc. could work better. In fact
the media itself demonstrates the kind of target audience it caters to depending
upon the socio-economic and demographic characteristics. The objective of the
media planner is to achieve the best possible matching of media and the market.
15. How does one evaluate media options and media choices?
The effectiveness of a well-designed advertising message depends upon “when” and
“where” it is released. These are “time and “place” decisions. In short, the success of
advertising depends upon the right selection of media, the timely release of the
advertisement message, its frequency and continuity, and the place of its release. For
the right media planning and selection, the advertiser must know the consumer profile
accurately and the market to be reached i.e. the target market. The more detailed and
specific the target market data available on geography, age group, sex, income, attitudes,
interests etc. the more appropriate the media selection would be. However, the available
advertising budget is also an important guide to the media selection.
The second significant step is to understand the nature of the message, so as to help in
deciding about the appropriate media to be used. Next, the “reach” and “frequency” are
important factors that play and important role while selecting a media vehicle. Here,
“reach” refers to the number of various people or households exposed to an advertising
schedule during a given time. “Frequency” refers to the number of times an advertising
message reaches the same person or household. The frequency of advertisement exposure
of the target market depends upon the amount of reinforcement of the image required or
the amount of reminding required to have sustaining patronage from the target customers.
The greater the frequency, the greater the probability of the advertisement message
making a deep and lasting impression.
The next important factor to be kept in mind while selecting a media vehicle is “cost per
rating”. Ad agencies frequently provide organizations with estimates of cost per rating
point especially for broadcast media. This is based on an evaluation of the cost of the
commercial time and the percentage of audience. The calculation is done as under:
CPR = Commercial time cost divided Percentage of audience
Statistical Outline of India: It offers meaningful insights into the changing economic
profile of India It is a comprehensive book about Indian Newspapers, which are
members if the INS. INS gives accreditation to advertising agencies on certain terms
and conditions. Only those agencies get credit facilities from the media, which are
accredited to the INS. It also includes information about accredited advertising
agencies and their key people.
Database for Electronic Media: The Doordarshan and All India Radio brings out the
following 2 publicaitons which are frequently used by media planners.
*T.V India
*Radio Handbook
People Meter:This is a device which measures the ratings depensding on the way it is
compiled and the audience who are asked to measure the ratings.
F.M:The listenership data could be used by media planners for reaching this target
segment.
Data on Market Share
Data on Competitors’ Media Expenditure: it gives you a fairly rough idea about the
competitors’ ad. spend.
Government and Industry sources
Write a short note on the various types outdoor in media in India & highlight the
introduction of better technology in recent times. Do from vaz
Outdoor advertising:
Historically, it is the oldest form of advertising & remains the most common medium
today even today. Outdoor advertising projects the message to a large number of
people of heterogeneous interests & as such the products that need a wide appeal
news use this method of advtg Outdoor advtg is meant for the moving public &
provides the advantage of reminding people frequently of the products and their
specialties. Thus, it successfully incorporates the advantage of repetition found in good
advertisements.
ADVERTISING BOARDS:
These are also poster to be kept at certain fixed places especially at points where
people frequently assemble such as bus stops, railway stn. Generally, these boards are
made of metallic sheet enclosed in wooden frame and fixed with a panel having a
specified height at main junctions. In big cities, there are corporations, which provide
space of especially for pasting posters.
Outdoor advertising has probably existed since the days of the cave dwellers. Although
outdoor advertising is commonly associated with ever-present billboards, the reality
is that outdoor media covers a broad range of advertising opportunities with varied
reach and selectivity. From aerial advertising to transit advertising, there is a
suitable outdoor medium for most purposes and budgets.
The various kinds of outdoors in India are:
Posters
Billboards
Panel billboards
Illuminated billboards
Kiosk
Neon signs
Banners
Roll on display
Transit advertising- provides a low cost option for reaching a mobile, urban audience. For
e.g., bus exteriors, taxi and rickshaw exteriors, bus and commuter rail interiors and
commuter station posters
Shelter advertising- reaches an audience on the move and therefore has the advantage of
being seen by transit riders, pedestrians and vehicular traffic. E.g. bus shelter
Aerial advertising- appears in open space, somewhat at a good height is known as sky
advertisements or aerial advertisements. For e.g. Sky banners tied to a low flying plane
and helium balloons where the product name appears prominently on the balloon.
Trade shows and fairs- where many producers display their goods for sale
Point-of-purchase- displays are arrangements of signs, banners, and other items within a
shop. The displays draw attention to certain products and are designed to encourage
impulse buying--that is, buying on the spur of the moment.
With a predicted growth rate of 30 per cent per annum, the signage (display) industry
in India is booming, as a larger portion of the advertising budget is being spent on display
and outdoors every year
In the Indian signage industry, the oldest advertising medium has now merged with the
latest technology to offer hi-tech outdoor advertising solutions. To provide a seamless,
enhanced solution from capture to output, to give customers a true “what you see is what
you get” solution. As a result, advanced technology has brought about far-reaching
changes in the industry all over the world.
For effective marketing plans, advertisers are now increasingly looking at innovations in
the display industry (signage industry). Some of the areas that are increasingly being
targeted are exhibitions, shopping malls, POP, sports stadium, supermarkets,
bookstores, restaurants, cinemas, bus shelters, kiosks/lamp post, railway stations
and traffic junction.
This is possible because of newer technologies such as digital printing can create can
create larger pictures than the standard sizes. Two dimensions and 3-D forms are
now used to attract attention. Electronic LED based display and signs-
alphanumerical, roll on display, panel billboards, illuminated billboards, inflatable,
painting on the sides of the trains is used to promote various products and have
opened new markets. This is truly a persuasive medium.
State and discuss the criterion for selecting the media vehicle [reach, frequency, cost
efficiency, CPT, CRP, waste, circulation]
After choosing the message that has to be conveyed, the advertiser’s task is now to
choose the media vehicle to carry it. The media selection is finding the most cost
effective media to deliver the desired number and type of exposures to the Target
Audience. A number of criterion are taken into consideration :
Reach – Reach
The total number of people within the target group, who have been exposed to the
medium/ advertising message at the least once, within a given time period.
the number of different households or persons exposed to a particular media schedule at
least once during a specified time period.
Frequency – the number of times within the specified time period that an average
person or household is exposed to the message.
Cost Per Thousand – CPT is cost to the advertiser for the delivery of a message to
1000 readers/ viewers, etc. it also may be applied to a variety of bases as : cost per
thousand homes, CPT circulation, CPT prospects
. CPM is determined by dividing the television audience into the cost of the schedule
times 1,000.
Define the following Flight, Pulsing, and Continuity & Steady Schedule.
Ans. Media Scheduling refers to the programming of media insertions. Media
scheduling strategies must be decided on this stage. The media scheduling strategies
depend on a number of factors such as the nature of the product, the stage of
product life cycle, the advertising objectives, the funds allocated to advertising, etc.
Flighting: The advertiser advertises heavily and constantly for a particular period, say 4
weeks, and then drop the ads altogether (hiatus), for say next 4 weeks, and then again
advertise heavily for a period say 4 weeks. •Achieves greater frequency
•Allows flexibility of timing relative to competition
•Recognises seasonality of brand sale
•Allows alternation between media
Pulsing: Pulsing is similar to flighting, except that the advertiser does not drop ads
altogether, during the second period. The pattern followed is –“heavy advertising,
followed by limited advertising, and then heavy advertising.” •Safest technique
•Costs more
•Suitable for consumer durables
It refers to the timing of the ad insertions in the media. For example, the firm
allocate ad budget as follows:
50% in the first two months.
30% in the next four months.
10% in the next three months.
10% in the remaining three months.
Steady: The advertiser spends equal amount every month- a steady, continuing and
ongoing schedule. Very few advertisers resort to this strategy.
Marketing information checklist: This should reflect the marketing objectives and
proposed strategies, product characteristics, distribution channels, brand category,
expenditure level and ad expenditure of close competitors, ad expenditure on the
brand for the current, previous years and proposed appropriation.
The objectives: The media brief must indicate the objective or objectives the proposed
advertising is trying to accomplish. This must clearly indicate whether the objective is to
introduce a new product, increase awareness about the existing brand, reinforce the
current position, reposition the current brand, relaunch a declining brand, elicit direct
response, improve or enhance the companies reputation or change the peoples attitudes
towards the company, brand or product category. It would also indicate the source of
business i.e. the target audience profile of the current users, proposed users etc.
Product category information: It is pertinent for the media planner to have thorough
knowledge of the product category and the positioning of the brand being handled. This
helps in assessing the strengths and weaknesses of the brand and also helps in setting
achievable targets. The information deals with the following broad areas—category
definition, competitive brands, market share of various brands, sales volumes of each
brand etc—to determine the scheduling pattern.
Geography/Location: The media brief helps the planner in knowing his media markets.
In other words; if the product is available in only the metros, then the planner will restrict
his media options to those vehicles which reach the target audience in the metros. In case,
however, the product is being launched on an all country basis, the media planner
although keeping in view the hostilic approach will also keep in mind the consumption
pattern in various geographical locations for giving relative weightage to work areas,
where the product usage is more. Besides this he will also keep in view the brand
development index, sales volume and local market problems and opportunities.
Target Audience: A profile of those who buy the existing product category as also
those who buy competitive brands is a very important consideration for the media
planner. Buying habits must also include information about buying cycles, purchase
points, frequency of purchase, etc. this helps the planner to know the consumer
characteristics by category, brand and competitor; demographics—age, income,
education, occupation and motivation; special market segmentations like doctors,
architects, children, etc. As also media usage data for heavy users, light users of various
media vehicles.
MONEY:
How budget will get allotted between media, geographic regions, and target audiences
how much for print media, how much in T.V, how much to each geographic area. The
media planner recommends spending, using a combination of marketing savvy and
analytical skill.
.
MEDIA:
Integrates all media options, classes, subclasses, vehicles etc including publicity, sales
promotion, and direct marketing collateral.
METHODOLOGY:
Includes mechanical considerations (size of the time or space units, colors/W position in
the medium, etc) and the overall scheduling strategy to achieve the reach, frequency and
continuity objectives. Here again the media planners face a host of options and trade-offs
within a limited budget.
MEDIA:
Media includes all communication vehicles available to a marketer, including broad
media classes and subclasses such as radio, T.V, newspaper, magazine, outdoor, direct
mail, as well as various supplementary media and ancillary activities such as sales
promotion, direct marketing, public relations and publicity, special events, collateral
materials. Media planners should encourage company’s to integrate all their marketing
communication. They should look at the media element, not just analytically, but
creatively to achieve the company’s objectives.
LOW INTENSITY: A weekly service to supply Indian TVCs for Fruit Drink (about
12 TVCs per year) would be priced at approx Rs 4,500 annually.
MEDIUM INTENSITY: Indian TVCs for Hair Oil every week would be priced at
roughly Rs 22,000 annually (approx 80 TVCs per year).
HIGH INTENSITY: At the high end, the annual subscription for a weekly service in
a heavily advertised category like Skin Care (about 250 Indian TV commercials per
year) would be roughly Rs 35,000.
Some imp terms to be kept in mind while determinning the cost of basis
ofadvertisements in Television
Target Audience-That portion of the television audience seen by the advertiser to be
the most likely to purchase the product. For example, women 18-34; men 25-54
Direct Response:
Direct Response advertising, with its ability to reach prospects with pinpoint
precision, is among the fastest growing media categories. With sophisticated computer-
generated programs, direct response advertisers can accurately reach virtually any
demographic, product-user, or even lifestyle segment.
Pros
Direct response has the ability to target even the most narrowly defined audiences on a
geographical, product-usage, or demographic basis.
Research is an important element of direct response. It allows advertisers instant
feedback to an advertising message using virtually any medium as well as telemarketing,
coupons, and so forth.
Direct response allows advertisers to personalize their messages and thus build a closer
relationship to target audiences than is possible in traditional mass media vehicles.
Cons
High cost per contact is a major problem with many forms of direct response. Expenses
for printing, production and personnel have all increased significantly in recent years.
Direct response, especially direct mail and telemarketing, has an image problem among
many consumers and lacks the credibility of other major media.
Out-Of-Home:
Outdoor advertising is a visual medium intended for brand-name reinforcement. It
also can be effective as a supplement medium in introducing new products and brands.
From the familiar highway billboard to the one-of-kind spectacular to transit advertising,
out-of-home is impossible to ignore.
Pros
Outdoor can reach most of the population in a market with high frequency at a very low
cost per exposure.
With the use of colours and lighting, outdoor is a medium that gains immediate audience
attention.
The outdoor industry has diversified the product categories that use the medium in an
attempt to lose its image as a “beer and cigarette” medium.
Cons
Outdoor is rarely able to communicate detailed sales messages. Copy is usually limited to
seven to ten words.
The impact of outdoor advertising is extremely difficult to measure, making audience
comparisons with other media almost impossible.
Outdoor has been attacked in many communities as a visual pollutant, which has made it
the topic of some controversy and legal restrictions. A few state and local governments
have banned the medium altogether. This negative image may discourage some
advertisers from using outdoors.
Yellow Pages:
The Yellow Pages are excellent reference sources that direct consumers to a
specific company. However, they do little to create demand for a product or service.
Yellow Pages provide an easy means of finding a company once the decision to buy
has been made.
Pros
Yellow Pages are used by a large segment of the population on a regular basis. More than
50% of adults use the Yellow Pages Weekly.
Yellow pages appeal to a self-selected consumer already in the market for a specific
product or service, but still deciding on a particular business from which to
purchase.
Cons
The Yellow Pages offer limited promotional opportunities. They cannot create an
image, build demand or promote a special sale.
Yellow Pages cannot protect an advertiser from clutter. Virtually every major competitor
will be competing for consumer time with your ad.
Yellow pages are inflexible. If a company changes its product line, hours of operation,
prices, or address, it may be months before these adjustments are reflected in the
company’s advertising.
Direct Mail:
Direct Mail marketing involves sending an offer, announcement, reminder, or
other item to a person at a particular address using highly selective mailing lists. Direct
marketers send out Millions of mail pieces each year – letter, flyers, fold outs, and “sales
people with wings”.
In store advertising: It is a kind of advertising where you advertise in the store itself
about the products available. e.g. Shoppers Stop, they sell various brands of
different products at the same time they advertise.The recently opened Planet M in
Shoppers Stop is one of its examples.
The cost per rating point is used to estimate the cost for TV advertising on several
shows.
Duplication:
Duplication is defined as the number of individuals (or homes) exposed to more than
one of the media in a media mix.
Cumulative Reach:
This refers to the total number of people exposed to all the forms of advertising used
in a single campaign.
27. What is the difference between readership of a publication v/s its circulation?
Readership of a publication: it is the readership of a particular newspaper. i.e. the
number of people by whom the newspaper is read every day. E.g. Times of India is
taken by a family, which consists of 6 people. Out of these members only 3 people
actually read the newspaper. Then these 3 people of the family will become the part of
the readership of the publication.
Circulation: it is the number of copies that are circulated in a particular area,
irrespective of its readership.
28. Write short notes on the sources of Media research in India (any 2) ABC, NRS,
IMRB (TAM), MAP, ADMON.
ABC - supports the newspaper publisher, magazine publisher, advertisers and advertising
agencies. ABC provides advertiser with impartial and authentic check of circulation
statements of member publications.
NRS – brought first in the 1971, was conducted to yield readership data instead of
circulation data. It aims to provide information that ca be used for buying and selling of
advertising space in the print media and to provide media users with data on comparative
levels vis-a-vis TV/radio, cinema and video.
ADMON – or advertising monitoring, is proprietary in nature and aims at
supervising and monitoring television to gauge how various brands are advertised.
The research also covers the current opinions and further trends. It also covers
Share of voice and Share of expenditure of advertisers.
34. What’s the difference between the role of Dailies and Magazines in Print
Campaigns?
The difference between the roles of dailies and magazines in print campaigns
a) Newspapers advertising have a very short life. Newspapers are published daily and so
you get day-by-day updates of the news as it breaks. And is preferable when
advertisers are seeking so launch or introduce a product to the general masses.
b) Magazine advertising has a longer life, as they are weekly, fortnightly, monthly and
even longer. Magazines life is associated with the frequency of the issues and whether it
is used for reference. It is a slick four colour, strong glossy paged print.
35. How is Radio as a medium structured with respect to Primary Channel, Vividh
Bharathi and now FM?
Programmes on AIR are designed to provide information, education and wholesome
entertainment for the benefit of large sections of society. The stations air programmes
ranging from the conventional local, national and international news bulletins to
informative talk shows and interviews. Radio dramas, features and documentaries figure
in both the general and specific targeted programmes. AIR programmes also include
educating and informing rural listeners and industrial workers, addressing women’s
issues, sports updates and relays, youth based programmes and interactive broadcasts.
Primary Channel
The Primary channel stations are divided into five main groups. Sponsorships on these
channels are accepted in rural programmes, women's programmes, film and light music
(Indian and Western); including listeners' choice, plays and other popular programmes.
FM Service
FM Service is available at All India Radio Stations in Delhi, Mumbai, Calcutta, Madras
and Panaji with time slots allocated to private parties for broadcasting programmes. The
content is mainly popular Indian and Western music presented in a vivacious and
contemporary style and therefore highly popular among the urban youth.
Besides reaching a varied audience, advertising on AIR is inexpensive. It costs less than
Rs.500 to send a message to millions nation-wide. Ad spots are available in the following
slots:
Advertising
Ads before, after and in between News Bulletins (Hindi/English/Regional languages)
For Women's Programmes
For Rural/Farming programmes
Light/Folk Music, Western Pop shows & Plays
For Film Music/Listener's Choice
Sponsorship
Film music programme
Rural/Farming educational programmes
Light/Folk Music, Western Pop & Plays
Sponsored film songs
Film sponsored Film songs
In case of co-sponsors, each sponsor is permitted a duration of 15mins.
Media planning is the process of designing a course of action, that shows how
advertising time and space can be used, to contribute to the achievement of
marketing objectives.
It translates into finding the most cost-effective method of utilising a given budget,
to reach a desired number of people, with a certain frequency,
frequency, within a given period
of time.
Principle-Media
Principle-Media Planning must evolve from and be entirely synergistic with
marketing objectives.
Average O.T.S
The average number of times an individual from the Target Group is exposed to an
advertising message, in a given period.
Cumulative Readership
It is the additional number of readers that a publication gathers as the number of
issues increases.
Readership Dispersion
It is the break-up of readership of a publication in various markets (states or towns)
Example :
T.V. prog. % rating No. of spots G.R.P’s
Kyunki ... 12.3 4 49.2
Heena 6.8 3 20.4
69.6
EFFECTIVE REACH
For an ad to register/ be effective, an individual needs to see it more than once.
Although the ideal number of times, is highly subjective, it sometimes becomes
important to count the number of people (within the target group) who are
exposed to a multiple number of ads.
The number of individuals who have been exposed to the advertisements for a pre
-defined number of times.
eg : Those who have been exposed to (seen) the ad at least 3 times or atleast 5
times
Effective O.T.S.
The number of exposures required to generate a
pre - defined minimum level of awareness.
Media mix
Determination of primary and support media and consequent proportion of budget
allocated to various media.
Media budgets
Determination of the most cost - efficient approach in media.
Scheduling
Selection of pattern - slow build - up v/s rapid build up
Share of Voice of a brand is the ratio of that brand’s advertising to all advertising in
that product category. SOV can be expressed in terms of GRPs, amount spends, and
total time advertised, etc. but the most meaningful is GRPs
DEFINE BDI:
BDI (Brand Development Index) is defined as the ratio of percentage
of the total all India Brands to the percentage of the total Indian
population in the market
SEC stands for Social Economic Classification of the target audience that could
enable the media planner to know exactly which media should one include in the
media plan to reach the right target audience.
TRP is defined as the sum of rating delivered by a given list of media vehicles These
points were introduced in 1986 to assess the viewer-ship of DD programmes by IMRB.
The TRP survey is conducted in 9 major cities of India. The data are collected on a
weekly basis. The panel consists of 3124 adult members. Each panel records the viewer –
ship of different TV programmes in the diary specially given to them. The data is then
analyzed. One TRP is equal to one per cent of TV audience.
.
GRP’s are the product of reach * frequency and will express the gross duplicated
percentage of audience that will be reached one or more times by the media.
GRP’s are used in 2 basic ways:
To cost out media schedules and
To calculate reach\ frequency. or
The total audience or weight of a specific media schedule is counted by working on
the total number of impressions. However, in media parlance, the introduction is
gauged in gross rating points (GRP).
GRP are used to describe the total message weight of a media schedule, without
regard to audience duplication, over a given period of time.
Advertising agencies provide organizations with estimates of Cost Per Rating Points
especially for Broadcast Media.
It is used to calculate Gross Rating Points which is useful for working out ad
appropriations or analyse media expenditure.
This concept is used to determine advertising weight by evaluating the total number
of Gross Rating Points achieved by the budget.
EXAMPLE: Assume that the cost for a 19 second commercial is Rs.80, 000 on a
network program in television that has a rating of 20%. What’s the cost
Commercial Time cost = Rs.80, 000.
Percentage Of Audience = 20%.
Therefore, Cost Per Rating Points = Commercial Time Cost
Percentage Of Audience
20
Thus, one rating point reaching one percent of audience one time on that program will
cost Rs.4, 000.