Advertising & Media

Unit 7
Evaluation of Various Media
T.V., Radio, Print media, support media,
Internet & Interactive media, Direct
Marketing, Sales promotion, PR, Etc….
Evaluation & Selection of Various Media

• Media simply refers to a vehicle or means of message delivery system to carry an

Ad message to a targeted audience.

• Media like TV, Radio, Print, Outdoor and Internet are instruments to convey an Ad
Message to the public.

• The main task of the Media Planner is to select the most appropriate media
channels that can communicate the message to the target audience.

Hence, a Media planner has to

• Keep up with latest media trends

• Keep up with the latest technological developments

• Determine long and short term effects of different media

• Analyze strengths and weaknesses of different media

Factors determining Media Selection

• Nature of the product

• Marketing requirements

• Adv. Objectives

• Distribution strategy

• Nature of message and appeal

• Adv. Budget

• Competitors choices

• Media availability

• Penetration

• Size and Nature of business

Different types of Media

1. Television and Radio

2. Print media

3. Support media

4. Internet and Interactive media

5. Direct marketing

6. Sales Promotion

7. PR

1. Television

• T.V is still the No.1 source of information and entertainment for people

• T.V combines visual, audio, motion and color to achieve viewers’ attention

• Audience have no control over nature and pace of Ad’s.

Types of Sales Promotion

There are two types

1. Types of sales promotion directed at consumers.

2. Types of sales promotion directed at dealers & distributors

1. Promotions directed at consumers

• Samples

• coupons, cash refunds offers, price packs, premiums, prizes

• patronage rewards (frequent flyer plans, Le Meridian’s “honored guest”)

• free trails, product warranties,

• tie-ins

• point of purchase displays and

• demonstrations.
2. Sales Promotion for dealers & distributors

• Price-off’s (straight discounts especially for bulk buyers)

• Allowances (if product is featured)

• Free goods

• Push money (cash or gift to dealers, so that they give more imp. To their products)

• Specialty Adv. Items (pens, pencil, calendars, paper weights, memo pads etc.)

Public Relations (PR)

• Getting your messages to the right audiences is key in effective public relations.

• It’s important to know the different channels and platforms and the best way to
use each of them.
There are two types of communications in PR:

i) controlled and

ii) uncontrolled.

• It’s essential to use both types of communication as well as the PESO model for
successful PR.

i) Controlled communication: You control the message

• In simple terms, controlled communication – or company communication – is any

communication that your company generates:

• Brochures, Handbooks, Letters, Posters, Flyers, Annual reports, Billing / pay

inserts, Audio-visual information, Webpages, Blogs, Social Media (Facebook,
Twitter).
It also includes different forms of advertising that your company produces:

• Print, Broadcast, Social media, Direct mail, Banners, Sign, Promotions

• Specialty items (pens, buttons and memo pads)

• You’re in charge of the final product – from what it consists of to the timing of
when you release it.

• Controlled communication allows you to create precise messages that help reach
your company’s objectives.

• You know exactly what your audience is going to see because you create and
control the message.
ii) Uncontrolled communication: Other sources control the message

• Uncontrolled communication comes from the news media and publicity.

• It consists of messages about your company originating from media outlets (both
mass and specialized) and includes feature stories, captioned photos, news
conferences, Public Service Announcements (PSA’s) and letters to the editor.

• People are more likely to believe a news story than an advertisement. While you
may try to influence this type of communication, you can’t control it completely.

• In other words, once you send a news release to a journalist, what happens next
is entirely up to the journalist.

• Uncontrolled communication is less expensive (usually free!) and audiences

perceive it as more credible than controlled communication.
PESO Model

• The PESO model helps PR practitioners use an integrated approach to the four
types of media.

• PESO stands for paid, earned, shared and owned media.

a) Paid media: This is any advertising you purchase, including paying for publicity,
sponsorships, billboards, banner ads, TV ads, print ads and radio ads.

b) Earned media: This is the best kind of media because consumers trust it the
most.

• It’s the result of your PR and media relations efforts; it’s what independent
sources are saying about your company.
c) Shared media: This occurs when your company interacts with its audience by
creating valuable content that members share on social networks.

d) Owned media: This is publicity your company creates that it directly controls –
such as blogs, publications, social media content and the company website.

• By having the right mix of the above, you can design an effective and efficient PR
campaign, which can bring about a positive image among it’s stakeholders.

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