ROL E OF M E D I A IN S A L E S

TE D T O: PR O F . M IL IN D S HAHANE
PRESEN
 Faizan Shaikh MMM – 24

Rohan Hatalkar MMM – 06

TEAM:
Sailee Prabhu MMM – 13

Viraj Desai MMM – 04

WHAT IS MEDIA
• MEDIA IS AN INTEGRAL PART OF MARKETING.

• INCLUDES ALL MEDIUMS OF COMMUNICATIONS LIKE PRINT, TV, RADIO,

OUTDOOR, DIGITAL, ETC.

• REACH TARGETED AUDIENCE IN THE RESPECTIVE MARKETS.

• ESSENCE OF THE WHOLE CIRCLE OF MARKETING ACTIVITIES OF ANY

ORGANIZATION.

• BREAK POINT OF ANY BRAND DEPENDS ON IT.

• RIGHT SELECTION OF MEDIA VEHICLES WOULD TAKE THE BRANDS

MESSAGE TO THE AUDIENCE IN AN EFFECTIVE WAY.

• MAXIMUM REACH, MAXIMUM AWARENESS RESULTING IN DESIRE AND

ACTION I.E. CONVERS ION INTO SALES FOR THE PRODUCTS OR SERVICES.
MED I A S A L ES
IT H NEW
US E M ED IA TO FI N D A ND EN G AG E W
PL E
• W H EN SALES PE O U SE M E D IA TO PR O V ID E VA L U E TO
S PE O PL E
PR OS P EC TS . SALE Q UE ST IO N AN D RE SP O N D
IN G TO
E RI NG
PR O SP EC TS BY AN
SW
N TE NT TH R O UG HO U T TH E BU Y IN G
S HA R IN G CO NT IL A PR O S P EC T
C O M M EN TS A N D BY N SI D E RA TI ON , U
AR E NE SS TO CO
PR O CE SS FR O M AW
IS R E AD Y TO BU Y.
G OF
IS U S ED TO D ES CR IB E TH E SE LL IN
IA SA LES' AS
• THE PH R AS E 'M E D O M M UN IC AT IO N P LA TF O R M , SUC H
CE IN A N Y C M E R CI AL
AD V E R TISI NG SPA TD O O R / BILL BO A RD S, CO M
AZIN ES , O U IS IN G ,
N E W SPA P ER, MAG O NS O RS H I P & CIN E M A A DV ER T
, EV E NT SP
RA D IO , TE LE V IS IO N / DIGITAL
SS I NFO RM AT IO N / DATA AND ONLINE
BUSINE
KEY ST AG ES I N
ADVERTISING
PROCESS
(AIDA)
D I FF E R E N T T Y P E S
OF M E D I A E S O F
MEDIA
PRINT MEDIA
AY B E INCL UD ED IN EVER YTHING FROM
AT M
• WRITTEN ADVERTISING TH IGN S A ND BILLBOARDS.
NES TO D IR EC T M A IL, S
NEWSPAPER AND MAGAZI
E O LD ES T AN D M OS T EF FECTIVE TYPES OF
THEY ARE AMONG TH
ADVERTISING.
TYPES OF PRINT MEDIA

Newspaper Magazine Direct-Mail Directory

Advertising Advertising Advertising Advertising
NEWSPAPER
ADVERTISING
Types
• Local or National
• Daily or weekly

Advantages
• Wide coverage
• Quick response
• Regular and frequent
• Flexibility:
• Economical

Disadvantages
• Short life
• lacks quality reproduction
• Limited readership
• Element of uncertainty
MAGAZINE ADVERTISING
• CLASSIFIED AS
• LOCAL, REGIONAL, OR NATIONAL
• WEEKLIES, MONTHLIES, AND QUARTERLIES
• CONSUMER OR BUSINESS (TRADE)

• ADVANTAGES
• CAN TARGET AUDIENCES
• LONGER LIFE SPAN
• PRINT QUALITY IS GOOD
• PEOPLE KEEP MAGAZINES LONGER THAN
• NEWSPAPERS
• OFFER A VARIETY OF PRESENTATION FORMATS

• DISADVANTAGES
• LESS MASS APPEAL WITHIN A GEOGRAPHICAL AREA
• MORE EXPENSIVE
• DEADLINES MAKE THEM LESS TIMELY
DIRECT-MAIL
ADVERTISING
• SENT BY BUSINESSES DIRECTLY THROUGH THE MAIL
• SENT TO A HOME OR BUSINESS
• ELECTRONIC MAIL

• INCLUDES NEWSLETTERS, CATALOGS,

• COUPONS, SAMPLERS, PRICE LISTS, CIRCULARS,
INVITATIONS, POSTAGE PAID REPLY CARDS, AND
LETTERS.

• MAILING LISTS ARE ASSEMBLED FROM CURRENT CUSTOMER

RECORDS OR THEY MAY BE PURCHASED.

Can be highly selective Low response level

Advantages

Disadvantages

Controlled timing People think of it as

Can be used to actually “junk mail”
make the sale Cost is high
OUTDOOR A D V E R TI S I NG

M O F P RO M OTI ON O F Y O UR PRODUCTS
ANY FOR
• OUTDOOR ADVERTISING IS R ED TO AS OUT-OF-HOME
O R S. IT IS A LS O R EF ER
OR SERVICES DONE OUTDO H EN TH EY ARE OUTSIDE
ES THE CU S TO M ER S W
ADVERTISING AS IT REACH
THEIR HOMES.
 TYPES OF OUTDOOR ADVERTISING

• Transit advertising is a

Street Furniture
Transit
Billboards:

Lampposts
• A billboard (hoarding) is a
large outdoor advertising
structure typically found
in high-traffic areas
designed to capture the
attention of motorists and
pedestrians and placed
alongside busy roads
• Lamp post advertising is
one of the most cheapest
and efficient ways of
promoting your brand
among masses of people.
These are the most
traditional forms of
outdoor advertising and
helps advertisers to
specifically target their
desired geographical
area.
form of advertising which • Street furniture is another
is placed in or on popular means of outdoor
• modes of public advertising.
transportation or in • These types of
public transportation advertising includes
areas such bench advertising and
• as railway station, bus bus
stop, parking areas • shelter advertising. These
are typically found in
highly traffic regions
• such as waiting areas, or
slow, busy pedestrian
areas
ADVANTAGES & DISADVANTAGES
Advantages
Highly visible and relatively
ECONOMICAL
24-hour a day message an
Defined market
Reaches a wide captive audience
Disadvantages
Becoming more restricted
increasingly regulated
Limited viewing time
Subject to defacement
BROA D C A S T M E D IA
R V ID EO SIGNALS WHIC H TRANSMIT
A UD IO A ND /O
• THE DISTRIBUTION OF IENCE.
PROGRAMS TO AN AUD
LAR G E S EG M EN T OF TH E MASS MEDIA
• FORMS A VERY
VISION
• INCLUDES RADIO AND TELE
EA R LY TE N YE AR S W AT CHING TV AND
L SPEND N
• THE AVERAGE PERSON WIL ER A 70 YEAR LIFETIME
ING TO T HE R AD IO O V
ALMOST SIX YEARS LISTEN
TYPES OF BROADCAST MEDIA

TELEVISION RADIO
 •
TELEVISION
COMMUNICATES WITH SOUND, ACTION, AND COLOR.

• PRIME TIME IS BETWEEN 8 AND 11 P.M.

ADVERTISING • IS APPEALING TO LARGE COMPANIES WITH WIDESPREAD DISTRIBUTION.

ADVANTAGES & DISADVANTAGES
Advantages
Grabs attention
Combines sight and sound
Fosters emotion and empathy
Reaches a wide, targeted audience
Disadvantages
It's a big production
Costs can be prohibitive.
Frequency is essential
Changes are difficult and costly
RADI O A D V E RTI S I N G
TISI N G IS T HE QU IC K ES T MEDIUM OF
IO ADVER
• SOUND MOVES FASTER. RAD
ER CI AL BR OA D CA ST IN G HAS BECOME MORE
ADVERTISING. COMM G REACHES A LARGE
ES . R AD IO AD VE R TI SI N
POPULAR IN ALL COUNTRI D TH E ILLITERATE. PEOPLE
TH TH E ED UC ATE D AN
NUMBER OF LISTENERS BO TIS IN G TH R O UGH RADIO
TERTAINM EN T. ADV ER
TUNE ON THE RADIO FOR EN
OPL E B EC AU SE M US IC, S ONGS, DIALOGUES,
APPEALS TO THE PE
PANY IT. 
INTERVIEWS ETC. ACCOM
ADVANTAGES & DISADVANTAGES

Advantages Disadvantages
Affordability Poor Attentiveness and Fragmentation
Wide Reach and Audience Targeting Lack of Visual Appeal
Timely Message Delivery
DIGITAL MARKETING

• DIGITAL MARKETING ENCOMPASSES ALL MARKETING EFFORTS THAT USE AN ELECTRONIC DEVICE OR THE
INTERNET. BUSINESSES LEVERAGE DIGITAL CHANNELS SUCH AS SEARCH ENGINES, SOCIAL MEDIA, EMAIL,
AND THEIR WEBSITES TO CONNECT WITH CURRENT AND PROSPECTIVE CUSTOMERS.
 TYPES OF DIGITAL ADVERTISING

• FACEBOOK • The Welcome Email • Google AdWords is a Paid • Affiliate marketing is a • WEB SITES

AFFILIATE MARKETING
GOOGLE ADWORDS
SOCIAL MEDIA MARKETING

EMAIL MARKETING

WORD PRESS
• TWEETER Series. ... Platform service from type of performance- • BLOG
• INSTAGRAM • The Standard Promotional Google where you can use based marketing in which • SHOPPING WEBSITES
• LINKEDIN Campaign. ... this platform for your a business rewards one
• YOUTUBE • The Seasonal promotion/marketing of or more affiliates for each
Campaign. ... your products/services or visitor or customer
• The Triggered Email brand. Basically Google brought by the affiliate's
Series. ... AdWords works on the own marketing efforts.
• The Post-Purchase Drip. ... basis of Bidding strategy
where you can bid for
• The Connect-via-Social certain keywords to rank
Campaign in SERP (Search Engine
Result Pages) of Google.
ADVANTAGES & DISADVANTAGES

Advantages Disadvantages
Bigger Reach It Isn’t Easy
Cheaper Bigger Competition
Tailored Targeting You Can’t Afford to Slip
The Ability to Track Results Privacy Problems
CASE STUDY
MAHINDRA
MARAZZO
 • BREAKING INTO THE SATURATED MULTI-PURPOSE VEHICLE MARKET IN INDIA
WAS NOT EASY.
PROBLEM • THIS CATEGORY IS DOMINATED BY 2 BIG BRANDS - TOYOTA INNOVA CRYSTA
AND MARUTI ERTIGA, WHICH SELL ABOUT 13,000 VEHICLES IN A MONTH.
TA SK AT HA N D
AR A ZZO A ND ES TA BL IS H MARAZZO’S
• SUCCESSFULLY LAUNCH M G TO D RIVE AND LOOK
THAT M AKE S IT EXC IT IN
ENGINEERING EXCELLENCE
AT
USED C AT EG ORY CODES OF FAMILY,
VER
• BREAK AWAY FROM THE O
NESS
COMFORT AND SPACIOUS

• GAIN 10% MARKET SHARE

• IT WAS A GOLIATH TASK.
EVERYONE FAILED
AVERAGE
• BUT HOW DO YOU SUCCEED WHERE MULTIPLE MONTHLY
BRANDS HAD FAILED?
SALES
• RENAULT LODGY, HONDA MOBILIO, NISSAN < 500 CARS
EVALIA AND CHEVROLET ENJOY
THE INSIGHT

FO RT FOR THE FAM ILY , BUT HE ALSO WISHES

OM
• THE MPV OWNER WANTS C
BE S OME THR ILL FO R HIMSELF TOO.
THERE COULD
THE IDEA
• WE AMPLIFIED MARAZZO’S ENGINEERING EXCELLENCE STORY AND
LAUNCHED THE CAMPAIGN WITH OUR FILM AND IT CAPTURED
MARAZZO – SMOOTH AS A
THE IMAGINATION OF OUR AUDIENCE.
SHARK, SILENT AS SHARK
THE EXECUTION

• WE VISCERALLY BROUGHT ALIVE THE THRILL

AND CAPTURED THE AUDIENCES’ IMAGINATION
TO CUE AN EXCITING DRIVE AND COMFORT IN
OUR MPV.
THE RESULT
EN QUIR Y TA RG ET O F 6 5,000 IN A MONTH
• WE REACH OUR
ALL ENQU IR ES O F 93 ,000 IN A MONTH
• RECEIVED OVER AN 45 DAYS
0 0 B OOK IN GS IN LES S TH
• AND HAD MORE THAN 10,0
• 
AND AC COM PLIS HED OUR MISSION.
• WE REACHED OUR TARGET
MEDIA ALLOCATION
Media Spends in Crores
[CELLRANGE],
BTL 5
[CELLRANGE],
POS 0.5
[CELLRANGE],
Dig 2
[CELLRANGE],
Out 4
[CELLRANGE],
P 7
[CELLRANGE],
TV 46
0 5 10 15 20 25 30 35 40 45 50
THA NK Y OU