onl y use d within me dia

adv erti sin g uni t wit h wh at the media

e mo st_ co~ o_n cos ts com par iso n use d. th
r mo st me dia s1tuat1ons.· . 15
e _co
Co st per .tho usa nd= Ad cos t~
100 0
Cir cul atio n
. the rate and an ·app rop e aud ien ce figures, pla
G11en fi th ·r ow n-p rob lemriat
. . .
nne rs can usuall .k ·. .
jsonsto t e1 . Y wo r . out comp
. . . . . ✓,.

TY PE S OF ME DIA OP TIO NS

5.3 PRINT MEDIA: NE WS PA PE RS AN D

MAGAZINES
Magazines and new spa per s are an imp ort ant
par t of our lives. For many consumers, new
pazrs are !beit ptiroar! sou rce of pr? duc t _in s-
formation. They wo uld not thin k of going
. shopping without che cki ng to _see wh o is hav
ing a_sale or clipping coupons from the wee
food section or Sunday inse rts. kly
n eo le rea d a num ber of different ma azines
week or month me bet ter info rme d, or simp y entertaine each
in various occupations rely on bus ine ss magaz . Ind ivid uals employed
ines to ke~p t em upd ate d abo ut trends and
developments in their ind ust ries as wel l as in bus
iness in general. While most of u~ are exces-
sively involved with the pri nt me dia , it is imp ort
ant to keep in min d tha t only a few newspa-
pers or magazines cou ld survive wit hou t the sup
por t of advertising re:venue.
The Role of Ne ws pa pe rs an d Ma ga zin es
The role of newspa ers and ma gaz ine s in the
advertiser's media differs from f the
broadcast me ia ecause t ey a ow t e res
ent atio n ·of detailed information tha can be
pr ss e rea er s ow n ace. The rint me dia are
not intrusive, like radio -an TY,
andJhey generally require saroe effo rt on the
!0.liiie an impact. r this rea son new spa perpar t of the rea er or the advertising roess~ge
s and magazines are often referred to as 'hig
.mvol
da~ement media_' . ) New '
spa per s are rece_ive • In ·
h
. w? -t ir. s. o _ ld
~an _ouse ~ s
val~ M~st maga_zines, h?w eve r, rea ch a very
selective audience. Like radt~, they can b~
~::d
Zines ble 10 reaching_specific types of con sum ers

·
newsp_apers are pri nt med_i~_,the adv ant age s
;t, as are the types of adv erti sin g eac h attr
and ma_r~et segments. Whil~ bot h ma~a
and disadvantages of the ~o are _q wte
act s.

of all adv erti sin · me dia · in

dvertisi
so val u
are a
 enetration

ility

· R~ader Involvement
;,·•.'" -,··

service Offered

Editorial Prestige

· Readers Controls Exposure

Relatively Low Cost

Figure 5._~: .Advantages _of newspapers

·t Newspapers l
I
· of cl!qracteristics that make them popular amongst ~
· their extensive penetration of local markets,flexibiml
both tra; 6.1
E- ~~ --- ~~ -:- ~~ en:.:.:t~an:.:.:d~s t;:,e:::.:c:.:.:ia::.:l~s::::,er:;.v::..:.ic:.:e_.:: s. Some of the important om; D~
ined below:
~
he rimary advanta ges offered by newspapers to • _:. H
covera e or enetration. In most urban
;;;; ;;:; ;;-c :::: r:ir ~~ ~!! .!!2 ~~ ~~ ch figure may ex '
. _t,

C
aj a:
incomes and education levels. The extensnt · di
s t em a trul mass med ium an ·- . 7, ~

f.E is the flexibi · · .

irements or
fer to th
a
d: 8.
laid out2 and prepared in a matter of hQY!S·
. by which the ad must be received is usuall
ion (although closing dates for special ads; ~uch
~s
supplements are longer). The shor t production
s an excellent medium for responding to c
on to _consumers~ - . . . . . . . .
 National adve
ify of ne concentrate their advert
they cann t reach with other media or to take advantage of strong
8
rticular area. · • . ·
a pader involvement and acceptance: Another im ortant feature of ne
~- Rea rs' level of acceptance and involvement with papers and the a
s
The ~ typical da1·1y newsp_aper rea.ders spend time
. each day reading· the weekda
aper and even more time readm~ the Su~day paper. Most consumers rely
P for news mformat1on and entertainment but also for ass
~----: 1
b
. d~cisions: Many consumers actually purchase a newspapei:;
. . . smg 1t cont~ms. ~ons~mers use retail ads to determine· rodµ~
P
rices nd ava1lab1ht and to see who 1s havmg a sale. One as ect of news rs that
is help ·
vert1sers . rea ders 'know e ge about particular sections
1s o t e paper.
Most O us now that ads for automotive products and sporting goods are generally
found in the sports section, while ads for_financial services are found in the business .
section. .
6 . Services offered: The special services, the newspapers offer can be valuable to adver- .
t' ers. For exam le, many news a ers offer merchandisin s rvices an ro rams to
manufacturers that ma e the trade aware of ads bein r om an 's roduct
an e p convince local retailers that the should stock dis la , and romote the · .
item. any newspapers are also excellent sources of local market information
t~ugh their knowledge of market conditions and research like readership studies
and consumer surveys. Newspapers can also assist small com anies throu h free
copywriting-and art services. Small advertisers without an ad agency or a vertis· g
de artinent often rel on the news a er to e t em wnte an ro u ·
7. Editoria prestige: Both retail and national advertisers like to associate themselves
with the editorial prestige which most newspapers enjoy because a part of it is passed
.on to the advertisement also. · · · . •· · - ·.
8· Reader controls exposure: Because
readers can scan, skip, or plod through the pap~r, .
the need not suffer the boredo r resentment the · t under o in the broadcast · _
~ rough newspapers, the advertiser can tell consumers abo~t what the
merchandise looks like how much it costs and where they can get it. Readers SP
or
:. tik,e ~s much as .Hui: rime as they want i~ reading the ad and can refer to it la5 ..
- ~h~.
9
. . . -... ·.
' ~latively low cost: In comparison to ~ther me i ·.··· has televisiOii mid.
· Wid: st of
~akin a n · ad as well as the cost of . .
· t_possible coverage: Newspaper can reach eo le from ·all
:, ,,,...,,nn or old and r
 ·
·.. · · Lack of Selectivity ·

· · Clu tte r

ion
On ly for Literate Populat

Figure 5.3: Limitations of

newspapers '
_ . _ . · __ 1. Se11
s
rimitation~ of Newspaper ed ia· th ey als o ha ve dis advantages that • is-,rl
y advantages, like all m , as depicted in _Figure 5.3
sele
~ le newspapers have m an pe rs
~
ita tio ns of ne ws pa
ider. Th e lim
nedia planners m us t cons s, sh or t life sp an , lack of selectivity, an d clutte
r.
pr ob le m
hclude th ei r re pr od uc tio n ad vertis ing ·- ~ ~
cs as an
1. Poor reproduction: O
ne of th e greatest limitatio
ua lit y. Th e
ns a£
co
oe ws pa po
arse paper used fo~ .newspa
pen ..... ;u
r ads. Newspap~rs haw dd
r''" '"~ ~
m ed iu m is th ei r oo r re ity of m os t ne ws Qa pe
~l
~ . _ u , . 1 1 e_
nt ye ar s, an d colour reprodQctton bas · . b1
colour in newspapif ··-·~ ~
tio n qual ity 1n re ce
improve t e1r re pr od uc g hi gh -q ua lit y
ementJ. .. .... ~
so, advertise rs de sir in
become m or e available. Al es ta nd in g in se rts or Su nd
te rn atives as fre '
ads ca n tu rn to such al m ay no t ab le to rpany a .
co st y an
· However, t ese are m or e hi ch m ay be re ta in ed ar ou nd the ouse or sevetr
magazines, w ad is unlikj!~
2. _Short life span: Unlike t for less ·th an a da . So an
· · osure is very ·
weeks, at io n an d re
have an ers s
o em ar e t e s or t am ou nt of time many consum
.· ~o m po un ing t is pr n
ss ib ili ty th at th ey m ay no t even open certain _sectio
. a newspaper an d th e po es e pr ob le m s so m ew ha t by using high frequ
n of fs et th
· . paper. Media planners ca g in a se ct io n wh ere consumers who are

.
d ad ve rti sin
. the newspaper schedule an e likely to look at it. ·
·
· mark~t for a particu la r pr
le
od uc
ne w
t or
sp a
se rv ice ·ar
· .- : •
se lectivity : W hi
3. Lack · of . •• •
· · ~ the are no t a selectiv
e medium in • r. -"
s reach br oa d an d v
keters to focus on n •
he r a
. .
• - • -• • • •
-
rtising •
-: --=.. . 11r...-s, lJ~e ._m!)st. ot s ot • •
must com ete ·w1t nn um er ou
n be •difficu t for a ·news · • •
such as large s • • •
tion. ·
 . . h. . ..
nes d
· ·t several deca es, magazines ave
0
..,.,,... m • ·

. d . b
thepas . .
. .. . er .1? oth the cons
. and entert~t all advert1s1ng media. Theri! 1
k Magazmes are the mo st spec1aI1sed of terms of demographics 1ifl"'~ 1
in
·ppeal to nearly every· type of con· sum er d ecific
' ~
b · ·
,
an4'
• e<f toa r?~ s ma azm es ar~ tar e~e tow ard s _s
1?e
s rofess1ons. Th e wide variety
. . . cerests, fasc ination._Nu
jrieS, lil_ wel l as tow ard s 1nd1·u,,,, .. ,..1s en a ed m variou gh TV accounts
5
eal in me diu m to a vas t num ber of advertisers.· Althou
in d mes aazi nes an app
f a d ve~1s1
l d
· · ng exp end.1tur~ am ong nat1ona a vertjsers,· more
-~1, esm ag st rup e~ am oun t_ o
~th e arge .. .•
s adv erti se m ma gaz ine s tha n 1n any oth er me diu m. .. . '. ..
[or • . _
COJ11pante
... - _ .. · _
.: f AdVantages o,f Magazines · . ·
ber of cha rac ter isti cs tha t ma ke the m attr act ive as an adv erti sin g _
Ma azines have a num Figure 5 .4, suc h .as the ir selec-
i Jum. Strength~ of ma gaz ine
qua
s inc
lity ,
lud
~re
e fea
ativ e
tur es
flex
sho
ibil
wn
ity,
in
per ~an enc e, prestige~ ~ eaders' hig h
; :vity, excellent reproduction ·
the y off er to advertisers.
,_ receptivity and involvement, and services
of the 1!1, ain adv ant age s of us1 ng ma gaz ine s as an adv ert isin g me diu m
1. Selectivity: One aud ien ce. Ma gaz ine s are the mo st
or abi lity to rea ch a spe cifi c tar get
pgai ··=is their selectivity il. Mo st ma gaz ine s are pub lish ed for special-
dia exc ept dir ect ma
f1P: selective, of all me vid ing selectivity, based on inte res ts,
ma gaz ine s can
In add itio n to pro

·
~ inte rest gro ups .
h hig h dem ogr aph ic and geo gra phi c selectivity. De mo gra phi c
j ,; · . provide advertisers wit wa ys.
den1ographic gro ups is ava ilab le in two
selectivity or the ability to rea ch specific

S
1
··· ·
• I · . dgpogr

~ .. _ . b_y ~om
First, mo st
aph
en.
ma
ic
A
gaz
seg
sec
ine
me
ond
s
nts
are
.
wa
Co
, as
sm
ma
a
opo
res ult

azi
itan
nes
of edi tor ial con ten t aim ed at fairl we
,·Fe
tha
min
t off er dem o ra hie select1v1 1s thr
ll-d efin ed
a, Wo me n's Era are rea d pre om ina tely

to bro ade ri aud ien ces , suc h as Re ade

oug h
r's
i:;, . . .. SP,ectal edi tion s. Eve n ma gaz ine s t at app eal
dem ogr a 2hi c selectivity thr ou( lh .
f.j ... Q:igesr, T1D1e2 News we ek can 2ro vid e a hig h deg ree of

Yc

Selectivity ..
Reproduction Quality

Creative Flexibility

Permanence

Prestige

Con sum er Receptivity

 ·c editions_. G e o g ra
p h ic se le
ct iv it y le ts an
ns. One w a y to . h' d .
ac l ie v e g e o g ra h
towards a p ar t1 cu p ic selectai\r\re
ih> ..
a r a re a . .
ne o f t . o st ··v a lu e d a tt . ., 1
.
. M a g a z in e s
se s th a
zi n es a re a v
of an ad th is is a v i u a m e iu m w h
er y im p o rt a n t
ad d it io n to th ei p ro p e
r a ve rt ts er s a ~ea d r ex ce e n t re p ro u c ti o n ca pa
0 t ea l o f flex 1'b. 11 'l ' • b' I• .
f the a ve rt is in g m 1n te rm
snN"ial o p ti o n s th-
at en al . S o m e m ag
az in es
s o f th e e size1 itianesdllla~
r - a t ca n en h an ce t h . o ff er. (o ft e n a t ex tr
an d re ad er sh ip . E e cr ea ti v 1 a ch a ) la~
x am p le s 1nclu de
. e a p p e a o f th e a d
. 4.. Permanence ~ at e
f an d incrge avan.et,1
:_ A n o th er distinc_ · er ts . . reas.e att--....._.:.i
lV rive ad v an ta
ra d io ar e ch ~ ca ct
n en se d by fl ee ti n is their Ion lif
g m es sa g es th a
is ca rd ed S<?..Q!l af t~ t h av e a very short lif
e r _b ei n re ad . M ag
h .:.::::;.;::::!;?::..=;. o ft en k e p t fo r _a az in es , ho~ever, ¥~
= .= .: :. ~ ~ :=;--== r~ fe re nc t: , T h ey are retained in~
.S. Prestige: o th
er p o si ti v e fe at u =~ a n d ar e g en er al ly re fe rr ed to
re o f m ag az in~
c t o r service w
it h_a fa-.,,.,.,,, ..,.._hle ad v er ti si n g is it o n several occasi<r,;
im a e m a y g ai n s ed it or ia l resti e.
ca ti o n s.
. fr o m ad v er ti si n I
· C o n su m er re ce
p ti v it y a n d in v o OOI·
~ e 11\,0re re ce p lv em en t: W it h th .
ti v e to ad v er ti si e ex ce p ti o n o f ne
n g th a wspapers, maga~ I
y ·c o n ta in in te re
st s th e re ad er a n n a n y o th e r m ed iu m , be ca us e
v a u e 1n m a in g d ad s ro v id e ad the informa~
a p u rc h as e d ec is d it io n al in fo rm at
·ces: A final ad v io n . . . io n that ma ~
£fer to ad ve rt is er s. an ta g e o f m ag az in
S o m e m ag az in es es is th e se ec ia l services th at ~o bl' tiOIII'
· · li ke re ta il er h av e m e pu ~-
s to le t th em k n o · · st af fs th at ca
to en co u ra g e t em w a- -·~..◄,,,,..... ~l on t~ a e
· to d is p la y o vertise~ m their
-- -i .,, ,.; ,,. ;; ;_ ;a r p ro m o te th e it em 0 therfim
"" -, ;; ;, ;; ;; ~= .
o anpa
~ ca =: =~ ~~ ~~ s,
.:' ~ ~ ~ ~ ~ ~ _ m ~ ~ ~ £ !! J~ ~ ~ e~ h er e tw o o r m o re vers1 ·
o ~ fL a! !. s d ertisers to
e w c a ge ne
ra te s th e m o st re .! m ~ a~ g ~ a: ,z 1·n~e.. It allow_s ~he a
· effectiveness. sp o n se s o r 1nqu1n v
es, p ro v1dmg some evidence as'°
. . -
--
S o f Magazines .
. . ck5
a d v an ta· g es o ff er · . -
· p· ed b y m ag az 'd
in es ar e cons1 er b l th ey have ce rt ai n drawchbaaiid
m 1gure 5 .S . T hes e · a e, . . th ei . 1· d rea
in cl u d e th e f dvert1sing, r Iun te
-, pg !~ ad ti m e re q
u ir ed in p la ci n g· co st s o a bl er n o f c1utt er an·d beafY ·
p et it io n . . . a n a d , a n d th e p
ro . di~
nf J - ~ ~ be
zi n es v a ·a cc o rd i
in g in la r

es a r e ~ ~ :: - ~
. s· ~
 tiigh Cost ·.._; ___ · - :. ····

Limited Reach and Fr~uen cy

Long Lead Time

Clutter and ~ompetition

Figure 5 .5: Limitations of magazines

one or more consumer magaz ines each month , the percentage of adults readin
g any
. individual publication tends to be much smaller, so magazines have a thin penetr
ation ·
of households.
3. .Long lead-time: Anoth er drawb ack of magazines is the long lead-time needed to
place
a~.M ost ma·or ublica tions have a 30-90 da ad time which means space
must
be urchased and the ad must be prepa red well in advance of the actua u icatio
n
~- No changes in ·t he art or copy o t e ad can be made after the closing date.
This
lo$ lead-time means magaz ine ads canno t be as timely as other media, such as
radio
· or newspa ers in res ondin to curren t events or chart •in m ...,,.1r,,..- . i ns . .
4• Outter an competition: While
the problem of .advertising clutter is generally discussed in
reference to the broadcast media, magazines also have this drawback. The clutter proble
m
for magazines is something of a parad ox: The more successful a magazine becom
es, the
~re ·advertising pages it attracts, and this leads to greater clutter. In fact, ·magaz
s. ~ally ~auie their success io terms of the number of advertising pages they sell. ines
~ for literates. . ' .

~ BROADCAST MEDIA: TELEVISION AND RADIO

n ~d radio have much in comm on as media of comm unicat ion. Unlike newspape~s
• · ion a'n d radio are tim~ rather than s ace-oriente . Both media's market
~en ts ranging from a few seconds to an hour or more. Both a
ot and local.

orso adve ·
 und SO% of the cou nt is co~ nec t~d
The tota1 advertisin.g expfend itur e 1n .
h" .
~ o t 1s 1s on nat1o~al ad
~~~~~=f":=:::::. Since a major port10 -
. d" for nat ion al adv erti ser s. -
now e leadmg me mm

ve rtising . . .. . ·
~n ta ge s of Te levlslo n Ad t1v1ty and impact co,
·- . d · ver oth er media, inc lud ing dcrea
fl ·b·1· and so on.' Some
vantages o - . .
erous a aptivity and attention, select1v1ty an ex1 1 1ty,
1V has num .ffi .
..
. and_cost e ect1ve_ness, ~-1st ed as und er and highlighted in the Fig ure 5.6 : . _ .
ant _ on~ s are _ , . . .
. the wp ort
t. Cre ativ ity and imp act: Per hap s the gre ate st advha~tage of :Y isft~ehoppodrtunityj~
s for pre sen ting rbe adv erti sing me ssa ge. T _e 1nteract10? o . s1g. t an sound offen
vide
end ous crea tive flex ibility and ma kes possible dra ma tic, !},fe hke rep res e~
t~m ·· dr
an be used to conve a mo
of products and services. TV commercials_f
enterta1n1ng app eal s tha t help makeadiil
a brand as well as to develop emotiona or _ .·
I
pro duc t appear interesting.
ons trat ion effe ct: Tel evis ion is also an excellent me diu m for demonstra · a
2. Dem
le, pri nt ads are ef ect1ve or s owing a car and c air
pro duc t or serv ice. For exa mp
ut on ya commercial ouia
info rma tion reg ar mg 1 s ea ure s,
- nicating .
o act ua riving.
... _.. ·th,t rivers seat an give you t e sense
ion advertising ma kes it possible to~
3. Coverage and cost effectiveness: Televis
(?f age, sex, income, or educatiorial I~
large audiences. Nearly everyone, regardless
so on · a reg ula r basis. Ma rke ters -----"'
watches at least some TY. Mo st people do
duc ts and serv ices tha t app eal to bro ad targ et audiences find that TV 1~
pro . ·.
ctive manner.
reac~ ~as s markets, _often m a very cost effe
basically intrusive in tha t cQmmercials ~-
·4- Captivity and ~ttent1on: Television is gra ms. Unl ess we make a5
the ir fav our ite pro
tbemselves 0 ? v!ewers as they watch
exposed to thousands of them each yea£
~£fort ~o a!01~ commercials, most of us are

. Creativity and lrnpact

Demonstration Effect .

Coverage and Cos t Effectiveness

•· Captivity and Attention

~-- · ·: Selectivity and Flexlbijity .

 . .-;" ions.- '. . .. - .. ' . . .. ' . . ' :
" .. . .
t:, appeals: A.!fverti~~s can use di~erent appeals uj vario~ ·markets 11
fJ.· jrable throu h telev1s10n a~ ~ m_edmm. The. im act of emotional a ·
bi 'ghted only through telev1s1on 1_n the most 1m ressive manner. . .:
. tea5t e ort: n te ev1s1on commercials, use of both audio as well as visual aufs
part of the target audience to get the messa~
7, inade· So it calls
. h. least
for • . d. the
effort on .
ac,ss As agamst t 1s m prmt me 1a, people have to read and understand the message
: ~ for tremendous effort on the part of the target audience. . · . .. . , '

urnHations ~f T~levision Advertising . _ . .

Although television_ 1s_ unsurpassed !rom a creaJ1ve persp~ct1ve, the medium has several
disadvantages that hm1t or preclude ns use by many advertisers. Some of them are listed as
under in Figure 5._7: · .
1. Costs: Despite the efficiency of TV in reaching large audiences, it is an expensive
medium in which to advertise. The high cost of TV stems not only from the expe__gse
ofbuym airtime but also from the costs of · roducin a uali commercial. The
hi costs of producing and airing commercials.,often force small and medium-size~
advertisers out of the market. . 1~ ··
2. Lack of selectivity: Audience selectivity is improving as advertisers target certain groups
of consumers through the type of program or day and/or time when they choose to
advertise. However, TV still does not offer as much audience selectivity as radio, rnaga-
. zfues, newspapers, or direct mail for reaching precise segments of the market. · . ·

High Costs .

Lack of Selectivity

Fleeting Message

Clutter

Limited Viewer Attention

: Limitations of te ev · ·
 TN co~ erc ials usu ally last only 30 secoods er
for the viewer to exa min e or 'cons tos, and ~
i·der. C ..-d
~s t e ema nd for a limi ted amo unt pmm erc1 ~s hav e .becotnc
ha
of . ime s
to et mor e im re . . med ia bud ets.
• e prob lem s of fl~eti~g mes sage s
by tht fact that the. adv erti ser s mes sa e isand on
sho rter com mer cial s are c~mpounded
e of man 5 ots and othe r non.
· mat eria l seen dur in · reak so it may hav e trou ble eing
ne of adv erti sers ' reat est con cern s with TV
advertising is the otentia\
e in effectiveness bec aus e o suc h clutter.
• r - _,.• ~ ~ viewet'. atte ntio n: Wh en adv ertis ers buy
time on a TV pro gra ~, they are not
.. "''·"·,. . . . purchas~ gua rant eed exp osu re but rath er the opp
ortu nity to comm~n~cate ~ message
to a large num ber of con sum ers. But
ther e is increasing evidence that the s~e of the
vicwin& audience shri nks dur ing a com mer cial bre
ak peo ple leave the roo m to go to the
· &th (oo m or to get som ethi ng to eat or drin\<.,
or they are dist ract ed in ~ome other way
dyrlng commercials. Gett~ng con sum ers to pay
atte ntio n to com mer cial s has bec~e
an even eater challen e m rece nt ears The incr
ease d r sence of rem ote controls has
1 to the roblems of zi ing and zap ping . Zip
ping occ urs whe n cust ome rs fast-for.
ward the commercials as the a ac a reviousl reco rded ro ram . Zap ping
.c n ·n channels to avo id com mer cial s. The r~
netw ork s use sud den tactics to hold
e viewer's attention, such as prev iew s of the
nex t wee k's sho w or the sho rt closing
scenes at the end of a prog ram . Som e adv ertis
ers believe tha t the ulti mat e way to zap- ·1
proof commercials is to prod uce crea tive adv erti
sing mes sage s tha t will attr act and hold
viewers' attention. As mor e viewers gain access
to rem ote con trol s, and the number ol 1
channels increases, the zap ping pro blem is like
ly to con tinu e. I
6. Distrust and negative eva luat ion; Vie wer s disl
ike TV adverti sing whe n they believe
i~ is offensive unin form ativ e, o~ sho wn too freq
uen tly or whe n they do not like i~
contents. Also, con cern has bee n rais ed abo ut
the effe ct s of TV adv erti sing an speciD: ·
gi:oups, such as children or the elderly.
7. Mortality rate: The sheer imp act of tele visi '
on cau ses bot h pro gra ms and commercials;
to wea r out at a rate unp aral lele d in othe r med ia.
Pub lie tast es in ente rtain ers, prQSiam
formats, and commercial app roac hes are eph eme
ral and reg uire s con stan t checkiyj,
Radio
!elevisio~ has ofte n bee n referred ~o as the idea l adv erti
sing med ium , and to many peot
It per5«:>nifies
the glam our and exc item ent of the indu stry .
Rad io, on the othe r hand, ·
not enJ~Y muc h of ~espect from man y adv
erti sers . Dom ina ted b ro .
ad . . ~ert
yergsmg mediumiser.
s befo re the row th of TV
. h s evo lved into a rirna

th 0
an S of radi o's reve nue . Rad io has also bee
• I I .• nar row s
000 . h V . · gla
ost its
· . ' Wtt
. ario us FM cha nne ls com ing up, ra d"10
 · ng Media Strategy

popularity. Today · · onsidered as a

mainl becaus -~~~~~~
lso mea
m the be .
?ec
g medi~~ _ _ tisers~__certa~n advantages or
-5-to their potential ~ustomers~However,_rad1_o h~s jn~erent limitations
;·gethe advertiser's media strategy. __ .. _ __ _ · ·
role111 _ • - _-- .. --
. -· ges of Radio Advertising : _ . · _·'. . -·. · . _.·.
Actvan18_ .. . · ~ ,. ·
Radio has many ~dvantag~s . over other me?ia, 1nclud1n~ _cost and efficiency, selectivity,
ftexibility, mental !ma~ery, integrated ma~ket1ng opportumt1es, etc. Some_of the important
ones are depicted m Figure 5. 8 and explained as under:
t. Cost and efficiency: One of the m,ilin strengths of radio as an advertising· medium is
. its low-cost. Radio commercials are very inexpensive to produce. They require oJlbr
i"scri t o(the commercial to be read b the radio announcers or a copy of the pre-
recorded message that can be broadcast by the station. The cost for ra · so
. -l~ The low cost of radio means advertisers can build niore reach and frequency into
their media schedule within a certain bud&et. Radio commercials can.be. produced
-more quickly than TV spots, and the companies can run them more often.
2. Selectivity: Another major advantage of radio is the high degree of audience selec-
.tivi available throu h the various program formats and eo ra hie covera e of
the ~urnerous stations. Radio ets companies ocus t eir advertising on speciali~~d
aud~ences such as certain demographic and lifestyle groups. Most areas ha~e radio .
sta
-- tions, which format such progra~s as ad tilt contemporary, classical music,. news,··

· · Cost and Efficiency

Selectivity

Flexibility

Mental Imagery

Integrated Marketing Opportunities

Widest possible Geographic 90vera.9!

Mass Appeal
·Moblllty
_ _ _._M_ Part I Acfve~
1
talk shows, top 20, to name a few. Some of the radio pr?grams ~~e meant excluaii _ '
for women and children. This provides radio geographic selectivity as well as ta elJ
audience selectivity. _ . . l'Btt ~;I,
3. Flexibility: Radio is probably the most flexible of all ~he advertisin media~
it has a very short closin erio which means advertls~rs can chan e their mes Ille
a most u to t e time · . a· r. ~a_4io co~mercials c~n us~ally b~ or2g:: ;
a.,,n sc eduled on a very short notice. R~dio ~dve~tisers can easily ad1ust their messages ~ n
to local market conditions and marketmg s1tuat10ns.
4. Mental imagery: A potential advantage of radio that is often . overlooked. 1is that·n
encourages listeners to use their ima~ination w hen processing_a commerc1a messag'e: .
While the creative options of radio are limited, many adve_rtisers ta_ke advantag~ of I
the absence of a visual element to let consumers create their own picture of what is I
happening in the radio message. Radio may also reinforce television messages through \
a techni ue called ima e transfer where the ima es of a TV commercial are im lanted
into a radio spot. T i · that :w en consumers hear the radio messa e the
make the connection to a TV commercial, reinforcing its video imag_es. Image transfer
offers advertisers a way to make radio and TV ads work together synergistically.
5. Integrated marketing opportunities: Radio provides marketers with a variety of inte-
g[!t~d. marketing opportnnjt~s. Radio stations become an integral part of many com- \
mumt1es, and_ the ~Js and program hosts may become popular figures. Adverti9
often use radio stations and persaoalities ta eobaoce rbeic iovo]vement with aJocal ·
°:1.>rket and ~o ga!n in~uence with their l~cal retailers. Radio also works veruffec- ,
tivel m _con u~ct1on with lace-based/ omt-of- se romotions. Retailers often ,
use on-site radio_ roadcasts, combined with special sales or promotions to attract I
crnsumer! to th~ir st~res a~d get them to make a purchase. Live radio broadcasts are \
~so used m ~on1unct1on ~1th events marketing. - . '
6. . alndesdi~ possible geographic coverage: }\adio can and does reach almost everywhere l
I!!. ,.a. Even places , wh ere t h ere 1s no television.. • • JW!l?le f
d at those. . connectivity
CGnot rea _ and wnt~ h d· ' l 0f
which th h' still ' th.ey d 0 theave a ra 10 or a transistor with theJ>.e P
rest a£ rbe wa r Jd- Th 1:: ra d·o a trulY
mass ey connect t emselves with
- media? · maKCS
__ JS _l
7• Mobility: Radio is extremely mob· 1 I f
to the beach and ra· ! · h l e. t O 11 ows the listener's from room to roorn~OCS
- - -to-• --~es of
---place e car Th
mtbus~s. £ -::::_:;:....;.;;...;;...-7 u11
w,orkers !bric ere are ew places it cann?t go. It can even ~
8. Mass appeal: Radio as a med'1Um is
.
good for peop1e from all the backgrounds-h"'thiet
. - literate O ill' ,~-
rhe are r1ch or d
. I r iterate fro . . :,c
9 • A u d 10 e ement: It depends solely h r re11 ion caste crec , or $ ·
hear ~he ro ams a on_t e sp~ken ~ords in human voice. Lis~e~e cat
o! domg other household worlc. The t h in other thin ch as 1v1ng a-~
of radio commercials. Human voice h:uc of human voice also adds to t e rece~ •
5
message rhar can be most effective So a ~armth and persuasiveness in convey tbC
part· · · • ' r 10 com~ercials call for
10. Sales promotion schemes: Radio is a ve eff~v sand_ et the messa
of a new roduct or a s cial ann e medi
promotion incenti~.
 _Planning Media Strate gy
.
.
-· _ tlo.ns of Radio A~vertising _ . . . -: . _
of them .
· IJ_r11~actors limit th~ effectiveness of radio ~s a~ a~ve~ ising medium~ some
chaoti c•buyi ng
Sef~ral e 5_9 and explam ed· as under _ar~, cre~tive limitat10~s, fragm entati on,
. Media planne rs
:::.:der
iJl f1gut · limited resear ch data, limite d listene r attent1 0n, and clutter
them in determ ining the role the mediu m will play in the advertising progra
m;
m is the -
Creative limitation~: A ma· or dr~wb ack ?f radio as an advert isin mediu
demon strate
1.. b ence of a visual nnage . The radio adver tiser ,.."'"""'"r w the roduc t lil_c~_ a TV_ ad, _
~·~ruse any type of ~isual appea l or i~fori nation ._A radio comm ercial is.~
receiver .
~hort lived and fleetmg messa ge that 1s extern ally placed and does not allow
: control the rate at which it is proces sed. J!ecau
se of these creativ e limita tions,
0
. many companies te?d to ignor~ radio, and agencies often a~sign junior peopl e to the
·development of rad10 comm ercial s.
2. Fragmentation: Anoth er proble m with radio is the high level of audien ce
fragm entati on
partic ular
due to the large numb er of station s. The percen tage of the marke t tuned to any
polita n
stanon 1s usually very small. The top-ra ted radio statio n in many major metro
the total
areas with a numb er of AM and FM station s may attrac t less than 10% of
media
listening audience. Agvertisers that want a broad reach in their radio advert ising
t.
-schedule have to buy time on a numb er of station s to coyer even a local marke
3. Limited research data: Audie nce research- data on ·r adio are .often limite
d, partic ularly
opera tors
compared with TY, magaz ines, or newsp apers. Most radio statio ns are small
users of
and lack the revenue to suppo rt detail ed studie s of their audien ces._And most
in· their _
radio are local compa nies that canno t suppo rt resear ch on radio listene rship
avail hie
markets. Thus, media plann ers do ·not have as much audien ce inform ation
·
t°:$Pide ~hem int e1t purch ase of ra dio tim e as they do with other media .
4 difficu lt to
· L~ted listener attent ion: Anoth er .probl em that affect s radio is that it is
music , is
· retam listener attent ion to comm ercial s. Radio progr ammi ng, partic ular!
0 0
.. .! _the bac groun to some ot er act1v1ty an
may not receiv e t e istene rs' full
t where ·
a~nt1<!!1· Thus, they may miss some or all of the comm ercial s. One enviro nmen

Creative Limitati ons

Fragmentations -- ---·

Limited Research Data

l,.imited Listene r Attention

Clutter
[ ____9_6_ Part I Ad"e11•
ISj~!

radio has a more captive audience is in cars. But getting listeners to pay attenr
10
commercials can still be difficulc. . . . nto
5. Clutter: Clutt · · . m wit . · in
Most radio stations carry an average of nearly 10 mmutes of commercials Illedia
. rus h h ours, t h e. amount of commevery .
hollt.
During the popular morning and evenmg .
erc1aJ tulle
. .b . h 1 bl
may exceed to 12 mmutes. Also contn utm to t e cutter ro em is th
of some stations to offer 'commercial-free' blocks of music to attract list e ractice
practice results m more commercials bein aired in a short time period ~s~
resu t m 1steners switc in to another station rather than istenin~ so
b oc _o a s. Advertisers must create commercials that brea k through th: ~lon~
use heavy reputation to make sure their messages reach consumers. c Utter or

6. Transient quality: ~ ' like any time medium, i.s, fleeting. The message is not av .
for reference or for rereading. ai)!ble

Suggest a sJitable media for advertising the following products:

L A new mobile app selling FMCG products
ii. An expensive laptop
iii. Mu/ti-media games
· iv. Pesticides
v. Dis,nfectant spray

p Support Media
Supp t d.
9r me ia are referred to by s
Cl,. , k -~
1 •I
measured media, and non-trad·t· elverad_tit es; amongst them are alternative media, non·
used deliver commun· t· I wna me ro ·
1ca 10 a
Ia These t erms d escn.bea vast variety of channels
d - .
d mote ro ucts and services. Support media are
use t reach those eo 1 · h .
. em t e tar et mark et , W h o h ave not been reached b the nmary
med1a, and to reinforce or s h .
upport t e1r messages.
►

Out-of-Home Media
Out-?f-horne advertisin encom a d
and_ s1gns);rransit (both inside d sses. man advertisin forms including outdoor (billboar_s
· 1 k ntm .. . f h media,
While outdoor advert1smg
..
is and outs1d the vehIC e s and a vane o ot er
d
· use most often th h
' e ot ers are also increasingly being use ·

5.5 OUTDOOR ADVERTISING

Outdoor advertisin h ,.,/
and the G k g as probably exist d . ptiaflS
p~ vasive :~~ s us~d i~ as early as 50;0 smce the days of cave dwellers. Both the~~~ mote
According to i ~ un1cat1on forms, particul y1ar~ ago. <?utd? or is certainl one of bafl area•
rapid pace in t n ustry analysts, the f 140 ar y if on~ lives m an ur an ~nd subur wing at a
led to m dhe last few months Th . 0 crore Indian outdoor industnes are gro f rce has
ore a vertising of prod . e Increase in the number of women in the work o rt1bet I
ucts targeted t 0 h. . the 11t1
t is segment, and the increases in
~ planning Media Strategy 97
't c"apter s -----
t he road and the number of miles driven have led to increased expenditures by
fvehtC · · · goo d sth roug h outdoor medium.
· Jes on nies in advertismg t h eir
l
O
. cornPaason for t · · · is
· ecl success o f outcl oor advert1smg · ability to remain
· its
various.
Arn~ or rhe ou h rechnolo y. Billboards are no longer limite to. stan ar sizes and two-
t1ve t r cl ·
inrtoVa. . 3_0 forms an extens10ns are now used to attract attent10n. Electronic billboards
1~ sb,le h ave also o ened new markets. Outdoor advertising does have its critiques.
d inflata · · ·
cl restnct10ns · t h e vanous
agamst · f orms of outdoor advertis-
a.n C urt has also impose
Suprern~ \eiieve that these mediums distract the drivers and are responsible for causing
ing, :: ;c;idents on the road. Media buyers have also no~ compl~te_ly a_dopted outdoor, par-
l~t!i because of image problems and ~ecause of the belief tha~ It 1~ difficult to buy. Let us
ua Y. some of the advantages and disadvantag es of the medmm m more detail.
examme

Advantages of Outdoor Advertising

Outdoor advertising offers a number of advantages as depicted in the Figure 5 .10: .

1. Wide coverage of local markets: With proper replacemen t, a broad base of exposure
is possible in local markets, with both day and night presence.
2. Frequency: Because purchase cycles are typically for 30~day periods, consumers are
usually exposed a number of times, resulting in high levels of frequency.
3. Geographic flexibility: O l!_tdoor advertising can be placed along highways, near stores,
or on mobile billboards, almost anywhere that law permits. Local, regional, or even
national markets may be covered . .
4. Creativity: Outdoor ads can be very creative. Large prints, colours, and other elements
attract attention.

Wide Coverage of Local Market

Frequency

Geographical Flexibility

Creativity

Ability to Create Last Minute Awareness

Efficiency

Effectiveness

Production Capabilities

Figure 5.10: Advantages of outdoor advertising

98 Part I Advertising l r5
5 Ability to create awareness: B.ecause of its impac t (and the need for a simple !Jlla(Je
. outdo or message) t, ~c
can lead to a high level of last minut e aware ness an d remm. der of a )
pr2,guct. 10J1ldP!l
6. Efficiency: Outdo or usuall y has a very competitive cost per thousa nd 11
measures when '.1~
compa red to other media.
,t ~,
7. Effectiveness: Outdo or advertising can often lead to increa sed sales, particu
larly \Yb.en ·. Leg
combi ned with a promo tional progra m.
; ni, outd(
8. Production capabilities: Mode rn techno logies have reduce d produ ction
time for an ~rroblen
outdoo r advertising to allow for rapid turnar ound time.

Limitations of Outdoor Advertising

iiRAN~
There are certain limitations to outdoo r as well. Some of the comm only quoted
are listed in Figure 5 .11 and discussed as under:
limitations !!ftr form --
:~n1e that
1. Waste coverage: While it is possible to reach very specific audien ces, in many
cases, the i~who ar
purchase of outdoo r advertising results io a high degree of waste covera ge.
It is 11ot ~a[plane~
likely that everyone driving past a billboard is part of the target marke t.
l1renewe(
2. Limited message capabilities: Because of the speed with which most people
pass by i~ijorce
o~tdoo r a~s, exposure time is short, so i:nessages are limited to a few words,
anjllor ~~has bi
an 1llustrat1on. Length y appeals are not likely to be effective.
- 'l fue
3. Wear 01:1t: Because of the high fre~uency of ex~osures, outdo or ~ dvertising
may lead -~~o;~ats
tQ,_ a qmck wear out. Peo le are likely to et tired of seein the same ad ever
day. ust
Moreover, because of_ the severe weat er conditions, the life of the outdo or
banners
and posters is genera lly very short.
4. Cost: Because of the decreasing signage available and the hi her cost associa
ted
with inflatable, outdoo r advertising can e expensive in both an absolu te and a
re auve
sense.
5. ~ urement problems: One of the more difficult problems of o.utdoor advertising
lies in the accuracy of measuring reach, frequency, and other effects.
-

Waste Coverage

Limited Message Capabilities

Quick Wear Out

Higher Cost

Measurement Problems

Image Problems

Legal Constraints

Figure 5.11: Limitations of outdoo r advertising

 (~apter 5 Planning Media Strategy 99

6. Image problems: Outdoor advertising has suffered some image problems as well •as
some disregard among consumers. People do not consider this medium aver authentic
and prestigious~ So, most of the renowne companies do not use this medium for
aavertising their products. · ·
7
· Legal constraints: This medium also confronts lots of legal problems from time to tjJpe.
lnsum o d . f
1
t~es ' ut oor advertising has both advantages and disadvantages for marketers. Some 0
eproblems can be avoided with other forms of out-of- h ome a dvert1s1ng.
..

~oT .
.· R4NSIT A
 co01pet1tlVC lUH.-C:!I; u1e number and t
' arketplace also affect the med. d. h~ ~ature of co .. 111 [
J1l db h . ia ec1s1on F rnpetitive f ---------~
capture y t e competitors, the media 1 s. or exam le . orces existin . ~ ., 7 '·
Media specific factors: also affect th p a~ners might dec~d , if television is \ in the i
• reach, frequency, and gross rating po~n~ei::hplann~ng, suche :~ ~h~~olr ~rint
e various med· at1on cov
rn:J'i~~- \
1

·11 have exactly the 1urn ' erag

1 w1
rnedia pans s. e,
No_ tWhoge to those media that they include sHame complements nor will th .
e1g ta d. 1 • · owever the f ey give th
w_ ·n every rne ia p an to arnve at the best d" . ' . se actors are taken. e same
auon 1 me 1a-m1x. into consider-

_ ABOVE THE LINE {ATL), ·BELOW THE LINE (BTL)

512 AND THROUGH THE LINE (TTL) '

Aove the )ire lATL), below the

-: line (BTL a d h h . ·
~ . d. ff - . ' n t roug the Lme (TTL) . k .
mmunicat1ons, are 1 erent ways companies try ·d .· m mar etmg
co h 11 b . - - an se t eu products b . .
wTthreople. In a nuts e , a ove the line (ATL) is an d . . . Y ~ommumcatmg
-- te brands a vert1smg techmgue usmg mass media
t£,.£!.omo ____ _ • ,

· carriedd out through

Promotional activities
· · · ra. d.w, out-of_
- mass media, such as television,
. .an .newspaper, are classed as above the line (ATL)
home, magazines, cinema, _ __ promo t·ion.
t his typ e of communication ts conventional in nature and is considered impersonal to
-
customers.
Below the line (BTL) is an advertising techni ue, which uses less conventional
methods than the usual specific channels o advertisin to romote pro ucts, services,
etf., such as direct mai , pu lie relations , and sales promotion.

While ATL communications use mediums that are broadcast and published to mass audi-
e~ , BTL communications use mediums that are more niche focused. Both ATL and BTL
communications can be used to either b uild brand awareness or drive sales through specific
of~ s (promotions) it is BTL communication, however, that gives the marketer the ability
~ to tailor their messa~ing in a more personal manner to the audience. It is difficult to me~s~re .
the results of the ATL promotions while BTL promotions are highly measurable, g1vmg
Dgrketers' valuable insights into th~ir return-on-investment. These insights can _then be ~s~~
::~form the next BTL communication to the .audience and ta1lo~ thed~::t!:Ju~:Ssees e-
. lle~dback received. BTL is a common techm ues used for _toucl an . . . ma-
c,a in c f h h h storner will re y on imm
tio h ase o t ose consumer items w ere t e cu f the brand while at the
nt an · . TL h · es en1s~!! ur~e~r~e~c~a ~ o~~~~~ ~ - -
it sa- . previously researched items. B tee mqu ~
me tim h. h ·
B'T'L e 1 h htin the features of the ro uc · d t . . • to purchase expresse d m .
1 sale · delayed incentive £' r·ng
1 a
11' cash . s promotion is an imme 1ate or ffi . t nd cost-effective or e 1
O
& li . r in kind, and having short duration. It is e c1enh Oad than the usual ATL cha~ne s
·fi ·tional rnet s only direct
/': of adv . . ec1 c rou . It uses less conven f unication, rnost comm
~ err1~'ng . ll . d" eans o cornrn . . onse rates.
,JV 111ail ~ , typ1ca y f ocus1ng on ire ct It1 f to rnax1rn1ze resp t d
.1i: n e-mail oft . h' hl targeted lists o names d tail stores n r tar e e
'
oth , en using 1g y 1 d lo e at re d It helps
P!Dd1t"~ r BTL techni ue involves sales personne . 1e f newl launched ro u ts . .
~ 'fhis techni ue ma be use to enerate tna so
 Pl
Pa rt I Advertisini chapte r 5
112
,,,1,'_ - -- - -

. . . b 50 mers while mass promo tions,l by.defuu. 3. Why h :

bl'1sh 0 oe-ra-one rel~rmosb1p wit - con___ o f. sa l es. E xamp es mdua(
marketers esta except at the time - decad e
k . d'ffi l tO ge consumer-response,
I
tion, ma e 1t cut gau . . shop and shoQ _-front activit
ies, display units.
- reader ~
telemarketin~. road shows, promotions, m-
4. How c
Through the line (UT,/ refers to an adve~tis ing strategy involv ing b oth above _and than a
below the line communications. This strategic approach allows brands to engage with a selecti ·
customer at multiple points (for example, the customer will see th e televis ion commer- 5. For w ·
cial, hear the radio advert and e handed a er on the street corner ) .
6. Discw
This enables an inte rated communications a roa h h · these
mu tip e me d'mms creates a customer percept'ion. c w ere consistent messaging acro1i
mark,
7. Exp\a
THINGS TO REMEMBER p
heha\
• . chapter
. This has pres d - ~F~- .:;? --_, 8
· Disct
d . ente an ov . _ n·
a verusers for rel . erv1ew of the . adve,
Vanous media o ptions available to t' 9 . .
• Newspapers and ~~mg _their ads. · Disc 1
role in the tned. 1gazmes, the two m . f
larg d ia pans and st a1or orrns f . tan1
,moor 10 exan
t ._ . rategy of t h .... _ . O Pnnt- mPrl t-: :1 nl ,-:rn 'l n . r ..