Unit- 4

What is Advertising Campaign?

Brands create advertising campaigns as a means of boosting their product sales and brand
recognition. It is done over various platforms and usually carries a central strategy or theme to it.
A brand may run an advertising campaign due to various reasons. It can be to market a new
product, to announce restructuring of business, or to simply send a message out to its target
market.
Message strategy:
1. Emotional
An emotional message strategy uses feelings to sell. An ad using this tactic should make its
target audience feel an emotional connection to the product or brand. For a powerful example of
emotional advertising, watch this ad about the importance of first aid. Emotion is more than just
a handy tool to sprinkle throughout marketing tactics, it has a very real, scientifically-proven
impact on consumer decision-making.
Antonio Damasio is a professor of neuropsychology at the University of Southern California. He
conducted extensive studies wherein he examined the decision-making capabilities of individuals
whose brains had been damaged or affected in such a way as to hinder their ability to feel
emotion. Ostensibly, one might think these individuals would have an easier time making
decisions than those bogged down with emotions; after all, they could look at situations logically
with an almost pure sense of objectivity. However, what Damasio discovered was that they had
significantly more difficulty with decision-making than their emotionally charged counterparts.
He suspected that this was because they could not decide how they felt about each option despite
having all the information they might need to decide.
How does this apply to marketing? It means that marketers can throw all the facts, logic and
features they want at consumers, but it will ultimately be an emotion that drives their decisions.
2. Unique Selling Proposition
This strategy highlights something unique about your product or brand that others do not offer.
What is the differentiated factor that sets your practice apart? What resonates with your
prospects? This is the main selling point. A great example of this is included in Simon Sinek’s
Golden Circle TED Talk in which he expresses a simple but powerful model for inspirational
leadership; starting with a golden circle and the question “Why?”
The essence of a Unique Selling Proposition can be difficult to pin down, as it varies so wildly
based on the offerings of specific companies. To make matters more confusing, a USP is not a
slogan, but can be used as such. One of the best examples of a successful USP is the classic
Domino’s Pizza offer of “fresh hot pizza delivered to your door in 30 minutes or less or it’s
free.” While no longer offered, this highly specific offering helped the Domino’s brand stand out
in a competitive industry by expressing a unique proposition that benefitted the consumer in
either scenario.
When writing your USP, experts advise breaking up the process into these 3 steps:
 Analyzing your competitors
 Putting yourself in your customers’ shoes
 Brainstorming emotional concepts for your business
3. Generic
Don’t be confused or put off by the word “generic.” This does not mean that you should use
uninspired, non-descriptive language in your messaging. When an ad is using a generic strategy,
it is focusing on selling the category rather than the specific brand. For example, you may choose
to highlight why visiting a clinic is a smart choice rather than highlighting why visiting your
specific practoce is a good choice. For example, a dentist might use the category of teeth
whitening to drive traffic to their office without specifically selling people on it first.
Before pursuing this strategy, be warned: the marketing landscape has seen a marked
shift away from generic messaging, especially after the events of 2020 led to marketing
messaging becoming a congealed mass of generic platitudes (e.g., “we’re all in this together”)
that made it nearly impossible for the offending brands to stand out. Specificity can go a long
way, as Forbes contributor Pia Silver says in her blog: “Without making some bold decisions
about where you are going to draw a line in the sand and what you want to build a solid
reputation on, writing copy or coming up with your brand message is going to be a lot of fluff.”
4. Positioning
Positioning identifies the product or brand as the best in comparison to the competition.
Oftentimes these ads will boast features such as #1 in customer service.
For a more clear understanding, take a look at this 7 Step Brand Positioning Strategy
Process, courtesy of Cult Branding:
In order to create a position strategy, you must first identify your brand’s uniqueness and
determine what differentiates you from your competition.
There are 7 key steps to effectively clarify your positioning in the marketplace:
1. Determine how your brand is currently positioning itself
2. Identify your direct competitors
3. Understand how each competitor is positioning their brand
4. Compare your positioning to your competitors’ to identify your uniqueness
5. Develop a distinct and value-based positioning idea
6. Craft a brand positioning statement
7. Test the efficacy of your brand positioning statement
5. Brand Image
If you decide to create a psychological connection with a brand/product, then you are likely
using this message strategy. This strategy oftentimes creates a personality for a brand and may
not always specifically sell a product. For example, Johnson & Johnson used the idea of “love”
in one of its ads, not necessarily targeted at a specific product.
Your brand image plays perhaps the most important role in how potential patients perceive your
brand. It encompasses everything from the colors in your logo to the imagery in your marketing
materials. It’s crucial that you stay consistent in your imagery so that people think of you when
they see it.
6. Pre-emptive
Last but not least is the choice to use a preemptive strategy. This means that you are choosing to
be the first to make a claim about your product or service. This claim may also be true for your
competition, but you are the first to tell your target audience about it. Listerine used this strategy
in their ads that claimed their breath strips would be like covering up a crime scene. If you plan
to use this approach, make sure that you are extremely thorough in your research of competitors
and their marketing approaches and strategies.
Success depends on first finding the right message, but it’s equally critical to distribute this
message effectively.
Message Strategies
The message then can be created using a number of different message strategies, which is the
primary tactic or approach used to deliver the message theme.
 Cognitive
 Affective
 Conative
(a) Cognitive Message Strategy
When rational arguments or pieces of information are presented to consumers
Ideas require cognitive processing
Key message is about attributes & benefits customer can obtain if use the product
Impact consumer’s belief and knowledge structure

Cognitive Message Strategy

Cognitive message strategies would make benefits clear to potential customers

5 forms of Cognitive Strategies

Five major forms:
 Generic
 Preemptive
 USP
 Hyperbole
 Comparative ads
1. Generic Messages
Direct promotion of good or service attributes or benefits without any claim of superiority.
They work best for a firm that is clearly the brand leader and dominant in the industry within
which it operates.
2. Preemptive messages
Claims of superiority based on a specific attribute or benefit of a product. Once made, the claim
normally preempts the competition from making such a statement.
3. Unique Selling Proposition
An explicit, testable claim of uniqueness or superiority, which can be supported or substantiated
in some manner. Stresses unique product feature Often used in food and cosmetics advertising
4. Hyperbole
An untestable claim based upon some attribute or benefit. Claims do not need to be substantiated
Very popular strategy
5. Comparative Advertising
An advertiser directly or indirectly compares a good or service to the competition. The
competitor may or may not be mentioned by name. A danger is the negative attitudes consumers
may develop toward the ad. Less common in other countries due to both social and cultural
differences as well as legal restrictions.

(b) Affective Message Strategies

Affective message strategies are designed to invoke feelings and emotions and match them with
the product, service, or company.
Seek to enhance the likability of the product
Build recall of the appeal
Increase comprehension of the advertisement
 Elicit emotions which then in turn affect the consumer’s reasoning process, and finally lead to
action.

(c) Conative Message Strategies

Designed to lead more directly to some type of consumer behavior. (purchase)
Action-inducing approaches to create situations in which consumers buy first and evaluate later
A point of purchase display (impulse buys)

Promotional support conative advertisements are designed to support other promotional efforts
using :
Coupons
Phone-in promotions
Sweepstakes
Internet promotions/coupons

Executional Frameworks
An executional framework is the manner in which an ad appeal is presented
Animation
Slice of life
Dramatization
Testimonial
Authoritative
Demonstration
Fantasy
Informative

Animation
Originally used by firms with small advertising budgets.
Increased use due to advances in computer technology.
Rotoscoping
Clay animation
Computer graphics

Slice of Life
(Dramatization)
Attempt to provide solutions to the everyday problems faced by consumers or businesses.
Show common things people experience, especially the problems they encounter. Then, the
product is made available to solve the problem.
Encounter
Problem
Interaction
Solution

Dramatization
Similar to slice-of-life executional framework.
• Uses the same format of presenting a problem, then providing a solution.
• The difference lies in the intensity and story format.
An effective and dramatic advertisement is difficult to pull off, because it must be completed in
either thirty or sixty seconds. Building a story to a climatic moment is challenging, given such a
short time period.

Testimonials
The testimonial type of executional framework is being used when a customer in an
advertisement tells about a positive experience with a product.
Enhance credibility
Source
Customers
Paid actors

Authoritative
In using the authoritative executional framework, an advertiser seeks to convince viewers that a
given product is superior to other brands.
Expert authority
Scientific or survey authority

Demonstration
Advertisements using the demonstration executional framework are designed to show how a
product works.
Effective way to communicate the attributes of a product
Shows product being used
Television and the Internet

Fantasy
Fantasy executions are designed to lift the audience beyond the real world to a make-believe
experience.
Some fantasies are meant to be realistic. Others are completely irrational.
Common themes- Sex, Love, Romance
Products such as perfume/cologne

Informative
Informative ads present information to the audience in a straightforward matter. One of the keys
to informative advertising is the placement of the advertisement.
Informative ads are prepared extensively for radio advertisements, where only verbal
communication is possible but are less common in television and print because consumers tend
to ignore them.
Informative ads work well in high involvement purchase situations.
As a result, the informative framework continues to be a popular approach for business-to-
business advertisers.

Spokespersons
Celebrities
CEOs
Experts
Typical persons

Celebrity Spokespersons
Most common
Featured in 6% of ads
Enhance brand equity
Create emotional bonds
More effective with younger consumers
Athletes popular
Establish brand personality

Three variations on celebrity endorsements:

1. Unpaid spokespersons for charitable causes.
2. Celebrity voice-overs.
3. Dead-person endorsements.

Spokespersons
CEOs
Highly visible and personable
Can be major asset
Used by local companies
Experts
Expert in their field
Authoritative figure
Typical persons
Paid actors
Typical, everyday people

Expert Sources
Physicians
Lawyers
Financial Planners
Nutritionists
Musicians

Source Characteristics
Attractiveness
Trustworthiness
Similarity
Expertise
Likeability

Matching Source Types and Characteristics

Several dangers exist in using celebrities.
Any negative publicity about the celebrity caused by inappropriate conduct can reflect on the
brands being endorsed.
Celebrities can endorse so many products that they lose their credibility.
It is this potential for negative publicity that has led some advertisers to use deceased celebrities

Advertising Effectiveness
Advertising effectiveness helps brands determine if their ads are hitting the mark with their
audience, and whether they’re getting the best returns.
This enables them to measure the strengths, weaknesses and ROI of specific campaigns, so they
can adjust accordingly.
With more consumers taking control and blocking ads they don’t want to see, brands must take
care to ensure theirs hit the mark, with the perfect mix of reach and relevance.
There are different tests and several techniques in each of the test to evaluate advertising
effectiveness. Test depends on the aspects to be evaluated. Based on Philip Kotler’s views, let us
first discuss classification of tests (various ways or approaches) to evaluate advertising
effectiveness.
1. Pre-test and Post Test:
Pre-test implies testing advertising message before it is sent to specific media. Post test implies
testing impact of a message after it is published in any of the media.

2. Communication and Sales Effect Test:

Communication test measures communicability (ability to communicate) of the message.
Whereas sales-effect test measures advertising impact on sales volume.

3. Laboratory and Field Test:

Clearly, a laboratory test is conducted in a controlled environment in a limited scale.
Respondents are invited in a laboratory to state their response. Quite opposite, a field test is
conducted in original setting, artificial climate is not created. It is similar as conducting survey to
measure what customers think about company’s advertisement.

4. Experimental and Survey Test:

Experimental test involves testing advertising effect by conducting test by manipulating
independent variable (i.e., advertising efforts) and measuring the effect of the manipulation on
other dependent variables like sales, profits, consumer satisfaction, etc. Experimental test may be
laboratory or field test. Survey test involved knowing consumers’ view’s through a survey
method.

5. Message and Media Effect Test:

While message test involves measuring clarity, contents, believability, action ability, etc., of the
message, the media test measures effectiveness/ suitability of one or more media.
Mostly, a company is interested to measure advertisement’s communication effect and sales
effect. Therefore, it is worthwhile to discuss communication and sales effect test.

Media Planning
Media planning is the series of decisions involved in delivering the promotional message to the
prospective consumers. It is the process of directing the advertising message to the target
audience by using the appropriate channel at the proper time and place.
The media plan marks on the best way to get the advertiser’s message to the market. Generally,
the goal of the media plan is to find that combination of media that allows the marketer to
communicate the message in the most effective manner to the largest number of potential
customers at the lowest cost.
Media planning assists in controlling wasteful advertising. It ensures die optimum-utilisation of
resources spent on advertising. In media plan, media objectives are decided keeping in view the
advertising objectives of the organisation. Media plan specifies media strategies. Media strategy
means plans of action designed to attain media objectives.
Media planning refers to an analytical method for making media decisions, and describes the
process of taking the message across to the target audience at the right time and place, and using
the right media vehicle.
As we know by now, media planners work in close cooperation with the creative people. The
creative execution often decides the direction of media planning. Conversely, media planning
also shapes the creative execution.
It comprises of media plan brief, understanding budgets, goals and market scenario, target
audience analysis using research-driven tools, and different media sites and ad. It determines
how advertising time and space in various media will be used to achieve the advertising
objectives and marketing objectives of the company.
The basic goal of media planning is to find out that combination of media which enables the
advertiser to communicate the ad-message in the most effective manner at lowest cost.
Media planning assists in controlling wasteful advertising. It ensures die optimum-utilisation of
resources spent on advertising. In media plan, media objectives are decided keeping in view the
advertising objectives of the organisation. Media plan specifies media strategies. Media strategy
means plans of action designed to attain media objectives.
Therefore, deciding media objectives, media strategies, selecting of media, selection of
appropriate media-mix, deciding media-scheduling, etc., is known as media-planning. It also
involves monitoring media performance (follow up) and review of media plan.

Media planning includes the answer to following 5 Ws:

1. Which – Which media is to be picked for communicating with our target audience? i.e.,
identifying suitable media-mix.
2. When – When the ad is to be issued? i.e., deciding month, day, time of ad.
3. What – What type of message should be communicated? i.e., the message is informative or
demonstrative in nature.
4. Whom – Whom does a marketer want to reach? i.e., identifying target audience (potential
customers).
5. Where – Where are potential customers located? i.e., identifying geographical area.

Following are the steps which are involved in media planning are:
Step # 1. Market Analysis:
Every media plan begins with the market analysis of environmental analysis. Complete review of
internal and external factors is required to be done.

At this stage media planners try to identify answers of the following questions:
i. Identification of the Target Audience:
Which is the audience for our product? This happens to be the most important consideration in
the media decisions. We first examine our market plans and advertising plans. These provide us
details about the audience for our product.
Detailed studies of our audience can be made. We can describe our audience in terms of age,
religion, sex, education – these are demographic characteristics. We can describe it in terms of
their income and occupation.
Audience can also be described in psychographic terms – activities, interests, opinions forming a
lifestyle, personality traits, brand preferences. After having a complete picture of our target
audience, we undertake the study of the media’s readership in terms of demographic, economic
and psychographic terms.
Agencies conduct their own media research. Even media itself provides a demographic profile of
their readers. There are readership surveys to guide us. We have to select those media vehicles
whose demographic profile matches the target audience of our product. We can target our
product to a segment of the market.
Then we have to select that media vehicle which reaches this segment. We may have to use
another media vehicle to reach some other segment. It should, however, be seen that a united
image is projected and consistency of message is maintained through different media mix.
The target audience can be classified in terms of age, sex, income, occupation and other
variables. The classification of target audience helps media planner to understand the media
consumption habit, and accordingly choose the most appropriate media or media mix. Different
customers differ with regard to age, income, education level, personality, attitude etc. If target
audience or customers are educated and young, print media and T.V., can be selected. If number
of target customers is more, then mass-media like, T.V., Newspapers will be suitable.

ii. Study of Factors Affecting Media Planning:

There are various factors which affect media planning.
While making media planning, the media-planner must consider these factors which are
described as follows:
(a) Internal Factors – Internal factors are those factors which are directly related to company like
size of company, advertising budget, size of organization, distribution strategy of organization,
potential market area etc. Advertising budget is very important factor, while selecting media
planning. If size of ad-budget is more, then costly media like T.V. can be selected. If size of ad
budget is small, the cheap media will be selected.
(b) External Factors – External factors includes media coverage, media image, media adopted by
competitors etc. while selecting the media, the advertiser must consider the media selected by
competitors and leaders of that industry. Along with cost of various media should be compared.

iii. Identifying the Geographical Area:

Total geographical area of target market is identified. Those areas, where the sale of the
company’s product is more, are identified. For low potential market area, smaller advertising
budget is allocated. The geographical area also includes whether advertising should be done at
local level or national level or international level.

Step # 2. Message Distribution:

The first step in the setting up of objectives was the definition of the target audience. The next
step is the distribution of message to this audience. The number of messages and the frequency
of their appearance matter a lot.
We have to decide whether a single message is sufficient or there should be several repetitions of
the same. These lead us to the concepts of reach and frequency, which are to be balanced.
The overall constraint on both these concepts is the advertising budget. We also have to calculate
the total message weight of the campaign.
i. Reach:
Reach indicates a percentage of target audience who is exposed at least once in a given period to
a particular media vehicle. It does not matter how many times they actually see or hear the ad
message.
We concentrate on one exposure only. Thus, if 3,000 out of a target audience of 10,000 teenagers
tune into the FM radio one or more times during a month, the reach is 30 per cent, i.e., 3,000
divided by 10,000.
Though reach measures exposure, it does not actually measure those who have noticed a
particular ad. The objective of reaching 30 p.c. of target audience is based on the people who
tune in radio FM, irrespective of the fact whether these people have taken cognizance of our ad.
It is a term that is used for all media (print, TV, radio) and indicates the number of people who
are actually exposed to the medium in a given period which is normally linked to the periodicity
of the medium.
While deciding about the reach, the time period selected is either four weeks or corresponds to
the purchase cycle of the product.
ii. Frequency:
Frequency indicates the number of times people in the target audience are exposed to a media
vehicle during a given period of time. Average frequency gives the average number of times
people or households in our target audience are exposed to a media vehicle.

In our example, we reach 3,000 people 4½ times on an average. It does not necessarily mean that
everyone has 4.5 exposures. It is just an average.
Generally, a single exposure may not work either in creating an awareness or provoking
someone to buy. The more the exposures, the better the impact. Besides, more exposures make
us rise above the competitive noise. It is good to plan how many we would like our audience to
see the message in a given medium.
While introducing a new product more frequency. When the ad size is small, we need more
frequency. When the message is complex, we need more frequency. Higher frequency helps us
stand out in the clutter.
We have to decide the effective frequency-it is not frequency which is needed to communicate
effectively with the target audience. It is a difficult thing to settle. There can be a minimum
frequency and maximum frequency to be effective.
Lesser frequency makes the communication ineffective. Higher frequency may be a waste of ad
resources. There can be also ad fatigue if there are too many repetitions.
While we talk of effective frequency to set the least number of exposures needed, we also
consider effective reach to indicate the percentage of the target audience exposed to the ad, some
minimum number of times or more. This adds the dimension of repetition to the concept of reach
and frequency.
Greater reach and frequency stretches the media budget. It is necessary to optimise both reach
and frequency. Balancing is difficult especially when two or more ads are being employed or two
or more media are being used. We have, therefore, to consider the message weight of the entire
media plan.  

iii. Message Weight:

The sum of the reach number of specific media vehicles in a given media plan gives the message
weight. Here, while summing the reach, duplication or overlapping is ignored. Message weight is
expressed in terms of gross impressions or gross rating points (GRP).
Gross impressions are a summation of exposures of the target audience to media vehicles in a
media plan. Each exposure is counted as one impression. Suppose an advertiser puts
advertisements on a programme of a TV channel viewed five times by 6,000 people in the target
audience and seven times by 6,000 people in a four weeks period.
Also suppose during the same four weeks period, the ad is put on another programme of a second
TV channel viewed 3 times by 3,000 people in the target audience, the gross impressions would
be –

In the example given for gross impressions, the total target audience was 20,000. The audience
reached was 15,000. In other words, it was 75 per cent. The average frequency was (81,000 ÷
15,000) = 5.4. So the GRPs would be –

GRPs for TV are calculated generally for a week or a month. Television Rating Points in (TRPs)
are available in India calculated on the basis of the panel method. The ultimate business of TV is
to deliver the eyeballs. It is obviously an issue of audience share. Gross impressions in print
media are counted for every ad in every media vehicle used during the whole campaign.
There should be an attempt in the media objectives to balance the reach and frequency. There
should be an appropriate message weight at the same time. This will help us realise our
advertising plan. To face a heavy competitive campaign, we should have greater frequency to
ensure the repetition of the message.
It is not so important to have a wider reach. While advertising an innovation, a greater reach is
preferred to a greater frequency. It is also important to have a large message weight. Once the
media objectives are set, we are ready to develop strategies to realise them.

Step # 3. Selecting Suitable Media:

For selecting appropriate media, different media are compared on the basis of cost per reader,
cost per viewer, media-image, etc. While selecting media, the advertiser should ensure that
media matches with features of target audience. The selected media should match with message-
requirements, e.g. If message involves demonstration, then media with audio visual effects will
be selected. While selecting suitable media, availability of media should also be kept in mind. It
is possible that a particular media suits our requirements, but it is already booked, so some other
media will have to be selected.

Step # 4. Selecting Optimum Media-Mix:

If the advertiser feels that no single media is sufficient in itself in achieving advertising
objectives then different media can be used in combination and their optimum mix is decided by
the advertiser. By combining different media, advertiser can increase coverage and improve the
chances of achieving advertising goals. Overall ad-budget also influences the ration of different
elements of media mix.
For example, to achieve advertising objectives and after considering advertising budget, the
advertiser may decide a mix of 45% television, 20% newspaper, 10% magazine, 15% outdoor
media and 10% internet media. Different advertisers may decide different media-mix depending
upon their requirements, but media-mix should be such that advertiser can communicate
advertising-message to the target audience most effectively and at lowest possible cost.

Step # 5. Selecting Suitable Media Vehicle within Each Selected Media:
After selecting media, appropriate media vehicles are to be selected. For example, after deciding
that advertising is to be done through newspaper, it is decided that in which newspaper it is be
done-whether through Indian Express, Tribune, or Hindustan Times, etc.
If it is decided that advertising is to be done through magazine, then out of various magazines,
appropriate magazine/magazines are selected. If advertising is to be done through television, then
it is decided that at which T.V. channel or in which T.V. programme advertisement is to be
given. Suitable media vehicles are selected to attain media objectives.

Step # 6. Media Scheduling:

In media scheduling, decisions regarding date or time when these advertisements are to be shown
are taken. In media-scheduling, time-gap in two advertisements is also decided. Purpose of
media-scheduling is to issue advertisements at appropriate time with appropriate frequency so
that target audience can be contacted at minimum advertising cost.
It helps to control wasteful advertising expenses. If advertisement is related to product to be used
by school/college going children, then it is better to show the advertisement in the evening time
in T.V. programmes. If the product is of seasonal nature, then ad should be shown more
frequently in the season period and less frequently in the off season period.

Step # 7. Executing Advertising Programme:

After selecting media and deciding its schedule, advertising department is given the task of
designing suitable advertising copy and executing it in the selected media. Some companies
assign this task of designing advertising to professional advertising agencies.

Step # 8. Follow-Up and Evaluation:

After implementing advertising programme, advertiser evaluates its effectiveness to know
whether media objectives have been achieved, whether media-plan has contributed in achieving
overall advertising-objectives. Answers to these questions help the advertiser to know success or
failure of media strategy. If our media strategy is not effective, then corrective actions will be
taken for future media planning, so that in future, better media-plans can be made.

What are the Types of Media?

From a newspaper and magazine to TV and radio to billboards to social media and websites, all
are understood as different types of media.
Generally, they all can be classified into four different categories-
1. Print Media
2. Broadcast Media or Mass Media
3. Internet Media
4. Out of Home Media
1. Print Media
Print Media is the oldest form of media, and it used to be the only medium of entertainment back
in the 80s and 90s. People depended on different types of print news media like magazines,
newspapers, and books for all kinds of political, social, entertainment, and informative news.
Print media is one of the most effective media types to know all kinds of information about the
world or a country. Print media includes newspapers, magazines, books, and direct mail
(including flyers and postcards).

1. Newspapers as print media

There are national, regional, and newspapers of specific interest made by news and organizations
for the masses to know about the world. They spread a large amount of information, to the
readers, especially at low prices.
They include various advertisements like classified ads, special and free-standing inserts, and
display ads. Classified ads are arranged according to the product or service. Display ads are
promoted through illustrations, visual elements, or photos.
The inserts like public notices and tender notices are classified as Special Inserts. The ads
inserted in between the newspapers to attract the customers are classified as Free Standing Insert.
Newspapers provide instant delivery of news and information and certain unique features that
might interest the readers. Some of the advantages and disadvantages of this medium are listed
below.
Merits
 Newspapers enjoy a large number of readers.
 The target audience is local and national.
Demerits
 The paper quality is low and cheap.

2. Magazines as print media

Magazines are the medium of specialized advertising, resulting in paying higher for
advertisements than newspapers. Magazines can be categorized into two types, consumer
magazines, and business magazines.
Consumer magazines include information about lifestyle, glamour, special interests, and the
world of entertainment. They are published monthly. On the other hand, business magazines
deliver news, research, and information associated with a specific industry. They are printed
quarterly or monthly.
They also contain content like informational pieces, research, recipes, etc., which are helpful
even after a long time. So, magazines enjoy a more extended period of relevance than
newspapers.
However, the competition level for magazines is high as magazines have similar target
audiences. So the competition increases when it comes to ad space and readership.
Merits
 Magazines use high-quality paper, unlike newspapers.
 The level of reader engagement is high.
Demerits
 Magazines can also prove to be expensive.
3. Direct Mail as print media
It is a type of media that delivers informational flyers or performs promotions through postcards
via USPS. It ensures the delivery of information to the customers at their business or home
address.
 Merits
 It personalizes the emails for advertisers.
 The audiences are primarily specific.
Demerits
 It can be expensive and requires planning.

2. Broadcast Media or Mass Media

The term broadcasting stands for the seeds sown in farms by scattering them in a large field.
So, broadcast media or mass media also eases the expansion of information by disseminating it
to a larger audience.
It can conveniently reach illiterate people as it requires just the visual and auditory sense organs
to understand the news played on radio, television, or movies. Audios, videos, and the written
content are included in broadcasting or mass media.
They are the mediums through which information, whether essential or entertaining, is reached
to the masses using specific methods. Television, radio, movies are the primary forms of
Broadcast media.

1. Television as Broadcast or Mass Media

The invention of the television was done long after the newspapers were considered the original
form of media. It turned out to be one of the most effective mediums of delivering information as
it was used for various purposes. There were very few channels available on television for the
audience in the past.
However, the tv channels are now largely numbered and are categorized according to news,
drama, children, movies, entertainment, sports, etc., making it the number one media of
broadcasting.
The flexibility of advertising on television is high as the advertisers can use shocking, creative,
or emotional methods to gain viewers’ attention. However, the running span of ads is short, and
any advertisement can play only for 15, 30, or 60 seconds.
 Merits
 Television has a high rate of viewers.
 Viewers can watch advertisements without extra effort.
Demerits
 Advertisements played on tv cost high.

2. Radio as Broadcast or Mass Media

The radio waves deliver the news by transmitting the content to the public. Radio has a high
audience reach, so it is widely used for advertisements of products and brands.
It is the oldest type of media, and people use it today for knowing weather forecasts and
traffic. Radio has extended coverage as it enjoys millions of listeners across the nation.
It can be conveniently accessible to those who cannot afford to read or listen to other Types of
Media.
Merits
 The advertisements on the radio are cheaper.
  The audience can be targeted specifically.
Demerits
 The listeners might lose interest in responding.

3. Movies as Broadcast or Mass Media

Movies are the most significant opportunity for advertisers to market their products beyond the
traditional methods of advertising. Movies have vast reach and are reported to have 1 billion
viewers on an annual basis.
The movie studio can have a deal with the company wanting to sell its product. As a result, the
characters in the movies may take the names of products or brands or can be shown using them,
which leads to their advertisement.
Movie theatres also run ads before a movie starts. Advertisers can research the market and play
ads by specifically targeting the audience according to interests and age.
Despite this, movie ads can have a low frequency as people might not go to theatres because
theatres are expensive, and they also have OTTs running and giving them competition.
 Merits
 They have an engaged audience.
 There are few distractions in movie theatres.
Demerits
 The ads played in movies are expensive.

3. Internet Media
Tim Berners Lee invented the World Wide Web in 1989, and since then, the internet has been
taking over other types of media drastically. It is also known as Digital Media or New Media.
It is an attractive two-way communication where the users get to stay active and produce
information. The video or audio content delivered and communicated online comes in Internet
Media. Graphics, interactive elements, words, and images can be included in this type of media.
The Internet also allows us to see the types of news we want, making it a lot more convenient
than traditional media. From electronic mails to mobile messaging to online journals, all are
integral to internet media channels.

The types of internet media are Emails, Social Media, podcasts, online forums, blog websites,
classified ads, etc.

1. Emails as Internet Media

Emails help companies to quickly and easily reach their customers. They require less research as
one doesn’t need to search for a customer’s email address as they frequently provide it at sales.
On the other hand, people also have the facility to open or not open the mails. So few of them
might open and visit the advertising site. Most of them might not prefer even opening the mail,
let alone seeing the site.
Merits
 The sending and receiving messages are free.
 They are pretty easy to create.
Demerits
 The competition is high for advertising.

2. Social Media as Internet Media

Social media or social networking sites are Instagram, Facebook, Twitter, Snapchat, YouTube,
Quora, etc. People across the globe frequently and widely use this type of media.
So, it becomes an important medium for companies to market their products as it is popular and
has longevity. Social media aim to establish interaction and communication, so the ads can also
be quite interactive, increasing the chances of user engagement.
Companies can directly communicate with customers. It has a large amount of data available,
which increases the evaluation and performance of knowing the customers.
Advertisers can easily use various programs to track, report, or monitor performance on social
media. Nevertheless, this media can be expensive if in-depth user research is conducted. The
lack of privacy can be felt among the users because the ads are highly targeted.
Social media has the feature of writing comments in an open section which increases the chances
of negative posts and comments.
Merits
 The advertisements on social media are targeted.
 Interacting with customers is free of cost.
Demerits
 Creating a brand and advertising consumes time.

4. Out of Home Media

It is also known as outdoor media and is one of the most prominent types of media. Home media
focuses on delivering the news or information to the public when they are outdoors.
Advertisements are promoted through display on vehicles, streets, etc., which also acquaints the
customers with the new arrival of products. They help in encouraging the masses to contribute to
a social cause or a development in society. It is highly used for advertisements associated with
public welfare and commercials in general.
The media has its types, such as posters, billboards, distribution of brochures, etc. The
advertisements promoted through this platform are cheaper than many other forms of media.
It also provides higher frequency as people who take the same route see the advertisements
regularly. However, it can also result in the public’s desensitization, as they might turn neutral to
the message or information if they come across it daily.

1. Billboards as OOH Media

They make advertising for a product or a cause easier, as they attract the people who pass by
them.
Billboards are large advertisements created with the help of computers. They can be found on
streets, city sidewalks, recreation centers, etc.
Merits
 Billboards provide a wider reach for advertisements.
 They can help create impactful messages.
Demerits
 The response rate on billboards is low.

2. Transit Station Advertisements as OOH Media

Transit media focuses on advertising and delivering information to people when traveling in
public places or are in transit. It displays the ads on vehicles and other modes of transportation.
Transit media has the aim of “driving home a message,” through which it attracts millions of
people roaming around the streets or traveling the world. It might seem like a traditional method
of advertising, but it is effective to date.
Advertisements are displayed mainly on the sides of buses or auto-rickshaws, subway cars, and
stations where people enter or exit from public modes of transportation.
There are four forms of transit ads like Transit Shelter Advertising, Taxi Advertising, Bus
Advertising, and Railway Advertising.
Merits
 The reach of transit media is broad.
 They help in impactful messaging.
Demerits
 The performance rate is challenging to measure.

Establishing the Media Objective

The media objective is the goal of the media plan. To establish this objective, you must
determine your goal for reach, frequency, circulation, cost, and penetration. Reach is the amount
of people the message is in front of over a period of time. Frequency is the average number of
times the message is in front of those people. Circulation is used for printed advertisements.
This is the number of prints that are produced and sent out. Cost is broken down into two
different sections: cost per thousand (CPM) and cost per person (CPP). It is important to
understand the cost as you are budgeting. The cost will tell you which form of media is the best
option for your business. Penetration is the number of audience members reached by the
advertising. The company must determine if it wants to take over a market or just reach a certain
group prior to setting the penetration goals and strategies.

Setting the Strategy

Now that you understand who you are marketing to and how much it will cost you, you will need
to make a decision about what type of media you will use. Some options include Internet,
television, radio, newspaper, consumer and business publications, and interactive media
platforms. Which option reaches the largest audience? How often will it reach the audience?
Does it fit in your budget?

Implementation
Now you have a plan. Now it's time to set it in motion. This is when you buy media. Media
buying is the purchasing of the space in the selected media. This involves committing to the
media provider, submitting the ad, and paying the bill. This is the exciting part. You see all your
hard work come together.

Evaluation and Follow-up

After everything is said and done, it is time to see how successful your media plan was. To do so,
you need to follow-up and evaluate the results. Ask yourself, 'Did we meet media objectives?
How successful were the strategies?' The success of this media plan will determine future media
plans.

Media Strategy
A media strategy is a plan of action that helps your business reach its target audience and to
improve the overall customer conversion rate. The conversion rate is the percentage
of people who take the desired action after engaging with your website, or any other form of
media that makes a call to action.
Media strategy, as used in the advertising or content delivery industries, is concerned with how
messages will be delivered to consumers or niche markets.
Elements of Media Strategy
There are several layers of the media environment. One needs to understand these layers and
then plan the media strategy accordingly.
1. Communication channels
The channels to establish excellent and clear communication with the media houses are
significant. They need to provide unambiguous, authentic, and clear information to these media.
2. News cycles
The media are mainly concerned with the news generation. There are various types of news
cycles, viz. the daily news like newspapers, 24-hours news like those on TV or blogs on the
internet, and the weekly or monthly news in magazines.
3. Popularity and reach of the medium
The effect of your media strategy can be measured by the reputation of your brand or company.
If the reach of your news and information is good, the viewership and the readership of your
articles are good and so is their impact.
4. Target audience
Here, you need to know what you expect from the media circulation. It would be best if you had
a clear idea of whom you want to target. The type of clients you expect determines the media
you choose.
The attributes of the target audience can be age, profession, culture, and many more.
5. Quality and quantity of media outlets
There are two main types of media outlets, viz. conventional and modern media outlets. The
quality and the amount of these media outlets play a massive role in determining the reach of the
circulated news.
Hence, these parameters should be planned wisely.
6. Conventional media outlets
These are those outlets that have been used traditionally for years. Television, Radio, and
magazines are some of the traditional media outlets.
They have a fixed readership and viewership given by loyal users.
7. Modern media outlets
With the emergence of technology, the internet has conquered our world. The social media
platforms, live news streaming channels, and blogging sites are some of the newest media
outlets.
They have been embraced by lots of people, mainly young adults.
8. Level of access
The choice of the right media outlet for your brand and product depends on its accessibility. If
you want your news to be circulated among some specific target audiences, you have to select
that media outlet that a group of viewers can easily access.

Media Selection
The selection of a media is very important. It will influence the impact and cost of advertising.
The target audience should also be identified. An advertising campaign cannot contribute to
success unless the target audience is exposed to it. The purpose of media selection is to transmit
the message of advertising to the target audience effectively and economically.
The selection of media involves the selection of a particular source or vehicle of advertisement
and its utilisation over a period of time. Medium or media selection is a unique decision to be
made by the advertiser. There is no one medium that is best for all business units and what is best
depends on the unique individual situation of the business unit.