Media Planning 01

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Organization of the Media

Function

Media planners- responsible for the overallstrategy of the media component of the advertisingstrategy.

The role of the media planner- to supervise allareas of the advertising campaign as it relates tothe media functions.

Contemporary media planners have added the roleof marketing specialities too. Media environment changing rapidly, so media

planners must anticipate future trends in

communications.



Media Buying department executes the

overall media plan. Media buyers select and negotiate specific

media placements.

They are responsible for monitoring post- placement executions.

Depending on the size of the unit,there may

be separate groups for Print & Broadcast.



The New Media Function An assessment of the future of media planning & buying

includes the following important aspects: Convergence,Interactivity, Creativity & Optimizers.

Convergence: is one of the primary trends. It is the

blending of distribution, content and/or hardware from anumber of media companies to create a new or significantly expanded communication system.

Example: cable company offering internet connections,home TV becomes a computer link etc.



Interactivity: The future of advertising to agreat extent will be controlled by the

audience.The advent of technology will permitconsumers to deal directly with marketersfor their entertainment, purchases and other

services.This system will allow buyers & sellers todeal on a one-to-one basis with

communication & production which willmeet specific households & individuals.

Sony anticipates to use the Web & broadband to sell directly to consumers.



Creativity: Interactivity will have effect on the

creative process.

This is an era of ‘permission marketing’ and thusthe need for attention getting creative techniques

& interest building advt. Formats will be greatly

diminished.

Optimisers: In the 1990s, the concept of optimization was applied to television spot

buys.Media planners made use of optimising

computer programs to budget advt funds to those

commercial spots that would deliver the greatest

number of prospects at the lowest cost per viewer.

Cost considerations- integral to optimising models



Importance of Media Planning

Proper media planning enables the selection of the

right media

It helps allocate advertising funds to the right products in the right media

It indicates the period or season in which the

advertiser needs to concentrate on advertising

efforts

It helps in achieving the objective of advertising



(Continuation)

It minimizes wastage of advertising funds

A media plan helps the advertiser agency to

obtain approval from the client

Proper media planning will help the

advertiser to reach the right target audience

It helps to finalise the frequency of

advertisements.



Media Unbundling &

Independent Media Buying Firms In a media environment characterized by

convergence & creativity, one of the new

approaches to media function isUnbundling.

Unbundling refers to the establishment of

agency media departments as IndependentUnit besides the traditional role as

departments in the full service agencies.



(Continuation)

The idea of breaking out media function as a

separate business is a major trend since the last

decade. Some independent media firms- have control of

the overall media function including both

negotiation & buying

Some firms execute only the media planning & the

buying is left to the agency/client



(Continuation)

Very essential to have good co-operation

and communication between media &

creative departments yet they can operatewell independently.

Though some media directors opine

differently & state that media planning is astrategic function & an integral part of the

communication process.



Media Strategy

Media planners –have made use of the building

block strategy to develop a media schedule

Its important to keep in mind the factor of cost &cost efficiency in media planning. Therefore, they

start with the medium that reaches the most

prospects & works down to those that reach the

smallest portion of the audience .First or second“blocks” were quite easy to understand (in the

past).



(Continuation)

Most advertisers used television or magazines as adominant medium.

Other media vehicles were considered by media planners to reach smaller audience segments. Media options available to supplement an

advertiser primary vehicles have grown.

The introduction of Internet, video catalogueshave brought major changes to the job of themedia planner.



(Continuation)

Important to go beyond costs in developing

plans.

While dealing with specialized media,importance to consider factors such as

additional weight against prime prospects,

ability to deliver a common message in aunique manner.



(Continuation)

Importance for media planners to examine the

communication interactions between the audience

& the individual media Media placement was viewed as a channel for

creative messages; but this idea is fast changing in

some fundamental wages.

Core value of the media: Media planners &

creative departments work together to understand

the quantitative core values of each medium.



(Continuation)

These core values-interact with advertising

messages to enhance or diminish the

advertising. For example: Magazines provide

information.

T.V. scores better as an emotional medium. Direct mail-is about presentation.



(Continuation)

If the ‘brand message’ is conflicting to

these values-the advertising won’t be

credible..it simply won’t connect to anaudience, however thoughtful &

introspective seeming a brand maybe-it

might be difficult to sell on a billboard evento the audiences-to be registered by drivers-

going at 60 miles an hour.



(Continuation)

It is important for the experienced media

buyer to be able to look beyond personal

media preferences & determine the mediavehicles that will BEST reach prospects.

Media planners must step away from their

personal biases & put themselves in the place of a client’s prime prospects.



Fading distinctions among Media

Technology is changing the fundamentalrelationships among media,audiences &

advertisers & it is creating an environmentwhere distinctions among media are fading. For example: The delivery of a newspaper

content over a computer-is it still a printmedium?

Text messages available through television-still broadcast signals?



(Continuation)

In this new environment media planners must be

creative in the utilisation of media vehicles.

They should look less at the distribution system &more at the audiences & communication

effectiveness.

Its important to realise the traditional

organizations of agency media departments in

order to comply with the changing media

technology.



Media Accountability

Changes in media buying and schedulingare putting pressure on media planners to

become more knowledgeable in the areas

that were not part of their responsibilityonly a few years ago.

In the near future,job functions such as

media planners & media buyers-maybereplaced by more inclusive terms such as

marketing specialist.



(Continuation)

The new approach to media planning isdemanding greater acceptability for advertisingmedia planners.

A number of research tools are being developed

to allow planners to view the media buying inunique & creative ways.

(In the US The Media Edge (TME)-developedsoftware known as TME Television Tree (T3)

The entire network TV schedule is divided into program clusters that are most likely to reach particular target audiences)



(Continuation)

The idea of T3 is to treat program-program cluster as brands.

Research has shown that networks also have

distinctive brand identities that appeal to

demographic & buyer categories.

For Example: The Discovery channel,Weather

channel,National Geographic-top brands- viewership

is limited (viewing audience).It foretells well for thenetworks since audience fragmentation drive

viewers to niche vehicles.



Network Branding

Another factor –just as in the case of products.Affinity of audience for certainnetworks.

Survey conducted researcherson(respondents) which media preferred,typesof people they wanted to associate.

By correlating the 2 scores,media planners

able to understand which media have thehighest affinity & those programs & networkswith whom advertisers & consumers wouldwant to have their products associated.



Chapter 2

Media Planning- Overview



Media Planning

A general Overview

What is Marketing? It is a task of creating and /or fulfilling a customer need

for a profit. It is defined as

“The management process responsible for identifying,anticipating and satisfying customer requirements profitably”

It involves mainly sever activities Identifying the needs of existing and potential

customers/consumers.



(Continuation)

Providing a product that satisfies those requirements Developing the best possible product strategy

Making the product available across the length and

the breadth of the market place

Informing customers of its availability and

persuading them to buy it(which is where

advertising plays an important role)

Determining the price at which the product should be sold

Ensuring after sales service of the right quality



(Continuation)

Elements of the marketing mix:(the 4P’s of marketing) Product-The object/service which aims to satisfy

consumer/customer needs

Place-The outlet where the product/service isavailable

Promotion-All the activity that is undertaken to sell

the product-including advertising and schemes

Pricing- The cost of the product/service to the buyer



The Role of Advertising

The role of advertising really begins with themarketing objective.

Marketers set an objective,and use advertising as

one of the tools to achieve that objective.

MARKETING OBJECTIVE

The marketing objective for a brand is almost

always related to sales.Usually it is defined as

follows To increase sales(in terms of value or volume)

To increase /consolidate market share.



(Continuation) Introduce a new product or service

Increase market share by Increasing width of consumption(demographic and /or

geographic) Increase depth of consumption Consolidate position in the market Fend off competitive threats It is imperative for the marketer to identify the source

of growth(of sales).In other words,is the growth likelyto come From new consumers/costumers(demographic)or new

markets(geographic),which is called width of

consumption.



(Continuation)

By getting existing consumers /costumers to

use more of the brand (which is called depth

of consumption)What is Advertising?

Advertising is any paid for communication

,overtly intended to inform and /or influenceone or more persons.



(Continuation)

Advertising ObjectivesThe task of advertising is to get consumers to

react

Confirm a favorable opinion/image Accept the significance of a product attribute

Change a long held belief

Become aware of a previously overlooked benefit

Elicit a direct response (couponing)



The process is really one of movement –moving

consumers from point A to point B

Point A Point B

What our prospects think What we want

today ? them to think in

one,two or three

years from now?



Elements of the Advertising Strategy

Target Consumer DescriptionWho

Creative Strategy What & How

Media Strategy When,Where,

To how many,

How often



Chapter3

Introduction to Media Planning & its

components



Introduction to Media Planning

The success of advertising depends upon theextent to which it persuades the audience toreact. Advertising persuasiveness is a functionof

Exposure to the advertising message Retention of the message To create advertising that sells, an optimum use

of media is absolutely essential. Hence media planning has become integral to

advertising.



(Continuation)

The function of media planning assumes greater importance when

Budget is limited Number of available options are large

Definition

Media planning is the process of designing a course of action, that shows how advertising time and spacecan be used, to contribute to the achievement of marketing objectives.It translates into finding themost cost-effective method of utilising a given

budget,to reach a desired number of people ,with acertain frequency,within a given period of time.



A Typical Media Plan Marketing Analysis

A) Fundamental Market Strategy:

1. Sales, share of market, profitability goals.

2. Prime prospects identified by:

a) Demographic characteristicsb) Psychographics’ characteristics

c) Geographic location

d) Level of product usage

B) Product benefits & differentiating characteristics:C) Pricing strategy

D) Competitive environment:

1. Number & competitive market share of product

t fi



category firms

2. Regulatory & economic situation facing

product category Advertising Analysis

A) Fundamental Advertising Strategy:

1. Product awareness goals

2. Target audience/s advertising weight

B) Budget:

1. Allocation to marketing communication

mix2. Allocation by media category

3. Allocation by media vehicle

M di St t



Media Strategy

A) Match media vehicles with preferences of

target audiencesB) Creative & Communication considerations:

1. Need for product demonstration

2. Need for complex message3. Day part and/or seasonal requirements

4. Media compatibility with message themes &

competitive considerations Media Scheduling

A) Print insertion dates & production

requirements

B) B d t ll ti & il biliti



B) Broadcast allocations & availabilities

C) Budget allocation- each medium & medium

vehicleD) CPM estimates(by total audience, prime

prospects)

Justification & SummaryA) Statement of ad goals in terms of measurable

results

B) Research plan to measure achievement of adgoals

C) Contingencies for media scheduling

adjustments

N d f t C t



Need for greater Cost

Efficiencies Major expenditure for most advertisers is the cost of media. Media planners need to examine factors like circulation &

costs to ensure best media buys.

Media planners are looking at cost efficiencies.

Requires that media plans maximize delivery of

prospects as opposed to people or households.

Media planners tended till recently, to concentrate on overall

audience delivery by various media i.e.reaching the greatestaudience at the lowest cost- ensures that the media schedule

would reach a fair share of prospects.

This strateg orked in a da of mass circ lation



This strategy worked in a day of mass circulationmagazines & network television domination of theairwaves.

The most common measure of cost efficiency was theCost per Thousand (CPM).

The CPM is a means of comparing media costs amongvehicles with different circulations. The formula is

CPM= cost of ad X 1000circulation

e.g. Assume that Femina has a circulation of 8 lakh

& the ad rate for a 4 color page is Rs.1 lakh, its

CPM is calculated: 1,000,00 X 1000

8,000,00

i.e. Rs.125 is the cost per thousand

T d ’ ld i f f d di



Today’s world consists of fragmented media

with much smaller, but homogeneous audiences.

Advertisers are paying more for each personreached these days.

The continuing splintering of the audience will

lead to great opportunities for target marketing. Media planners today look at reaching the

advertising messages to consumers who are

more engaged and receptive.



Media Planning Media Planning – Definition one

The process of deciding how to mosteffectively get your marketingcommunications seen by your targetaudience.



Media Planning

Media planning: Definition Two

A process for determining the most cost-effective mix of media for achieving a set of

media objectives

• Goal: maximize impact while minimizingcost

• Media is often the largest MC budget item



Definition Three: Media Planning

The design of a strategy that shows howinvestments in advertising time and space will

contribute to achievement of marketing

objectives



Functions of Media Planning

Goal: Delivering ad to target audienceDecisions:

– Which audience?

– Where?

– When? – How long?

Media planners perform four basic



1. Conduct media research

2. Determine media objectives and

strategies

3. Determine the media mix

4. Do the actual media buy

Media planners perform four basic

functions



Media Planning

Driven by strategic goals of campaign Nature of the product leads to:

– Target market, ad content, media choices

Nature of target market leads to: – Ad content, media choices

Nature of ad content leads to:

– Media choices Media choices:

– Type of medium and media vehicles



Media Plan components

media plan

Campaign objectives

BudgetTiming

Geographic focusCompetitive context

Target audience



Media Planning Process

Media planning involves the co-ordination of three levels of

strategy formulations:

Marketing strategy

Advertising Strategy Media Strategy

What Are The Media Planning Steps?



Planning

Steps

Planning

Steps

Market analysisMarket analysis

What Are The Media Planning Steps?



Activities involved in developing the Market analysis

The situation analysis:

The purpose: To Understand the Marketingproblem.



An analysis is made of a company and

its competitors on the basis of:

1. Size & share of the total Market.

2. Sales history, costs, and profits.

3. Distribution practices. 4. Methods of selling

5. Identification of prospects.

6. Nature of the product

The marketing strategy plan



The marketing strategy plan

Purpose: To plan activities that will solve one or more of the marketing problems, includes the

determination of:

1. Marketing objectives

2. Product and spending strategy.

3. Distribution strategy.

4. Which elements of the marketing mix are to be used.

5. Identification of “ best” market segments.

The creative strategy plan



The creative strategy plan

Purpose: To determine what to communicatethrough advertisements. Includes the determination

of:

1. How product can meet consumer needs.

2. How product will be positioned in

advertisements. 3. Copy themes.

4. Specific objectives of each advertisement.

5. Number and sizes of advertisements.



Determining media objectives

Purpose: To translate marketing objectives

and strategies into goals that media canaccomplish.

S tti di bj ti i h d



Setting media objective is the second step

in media planning. Media objectives are in

harmony with the advertising and themarketing plans.

Thus while launching a new product or repositioning an existing product, there are specific

objectives which will guide our media decisions.

These objectives must be measurable. It facilitates

Co-ordination and evaluation once the campaign is

over.



There are broadly five elements in a media

objective statements:

1. Target Audience

2. Reach

3. Frequency

4. Message Distribution

5. Message Weight



Specifying Media Objectives

4. How should the advertising budget beallocated over time (continuity)?

5. How close to the time of purchase shouldthe target audience be exposed to theadvertising message (recency)?

6. What is the most economically justifiableway to accomplish objectives (cost)?



Decision on the Target Market It begins with the proper identification of the

prime target market/s for a brand.

The target audience is classified – Gender, Age,

Income & other factors such as Demographics,Social & Psychological terms.

The classification of the target audience helps the

media planner to understand the profile of the

T.A. & their media habits. This helps the media

planner to select the most appropriate media.

For media planning operations, it is important to keep their



p g p , p pfocus on the total picture of the consumer, the product &

benefit.

e.g. Rasna- T.A.- middle & upper middle income groupfamilies having children. Primary T.A.-

women i.e. women who actually buy the products for their households, while the Secondary T.A.-

children, who influence the purchase.The media planner will therefore decide to put 60% of the

emphasis on women & 40% on children.

In the media strategy the target audience must be



In the media strategy the target audience must be

defined more clearly and thoroughly.

1. Target audience and advertisement must fit eachother.

a. Kind of argumentation, aesthetics, used language

etc.

b. Appropriate prominent endorsers (e.g., Aamir

Khan for Coke).

2. Advertising might communicate to different targetaudiences with different objectives, e.g., Increase

product sales in age group 14-29, Increase brand

awareness and image in age group 30+.



Agencies conduct their own media research



Agencies conduct their own media research.

Even media itself provides a demographic profile of

their readers. There are readership surveys to guide

us.

Media Planner have to select those media vehicles

whose demographic profile matches the target

audience of our product.



Media Planner can target product to a segment of the

market. Then they have to select that media vehiclewhich reaches this segment.

Media Planner may have to use another media

vehicle to reach some another segment;

It should, however, be seen that a united image is

projected and consistency of message is maintained

through different media mix.

2 Reach



2. Reach

Reach: The percentage of an

audience that has had the

opportunity to be exposed to amedia vehicle within a specified

period of time

• Ideal goal: 100% reach



l h if 3000



We concentrate on one exposure only. Thus if 3000

out of a target audience of 10000 teenagers tune in

to the FM radio one or more time during a month,the reach is 30 percent, i.e., 3000 divided by 10000.

3 Frequency



3. Frequency

Frequency: The average number

of times those who are reached

have an opportunity to be exposed

to a brand message within a

specified time period

• Frequency to be effective: 3-10

exposures• Varies widely by brand

F i di t th b f



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.



Frequency

Average Frequency = Total Number of ExposuresTotal Audience Reach

If 1500 people in the target audience tune in to



If 1500 people in the target audience tune in to

an FM radio program 3 times during a four

week period, and 1500 people tune in 6 times,the calculation would be Total Number of

exposures

= (1500 x 3) + (1500 x 6)

= 13,500

Total audience reach = 1500 + 1500

= 3000

Average frequency = 13500 = 4.5

3000



The more the exposures, the better the



p

impact.

Besides, more exposures make us

rise above the competitive noise. It is good to plan how many times we would like

our audience to see the message in a given medium.

While introducing a new product, we need



While introducing a new product, we need

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



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 manyrepetitions.

J t th it ti l i l d t t bli h t f



Just as the situation analysis leads to establishment of

marketing and communications objectives, the media

situation analysis should lead to determination of specific media objectives.

The media objectives are not ends in themselves.

Rather, they are designed to lead to the attainmentof communications and marketing objectives. Mediaobjectives are the goals for the media strategies.

While we talk of effective frequency to set the least



f ff f q y

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 optimize 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.

M k F Aff i F



Market Factors Affecting Frequency

Market FactorsMarket Factors TypeType FrequencyFrequency

Brand HistoryBrand History NewNew HighHigh

Brand ShareBrand Share HighHigh LowLow

Brand LoyaltyBrand Loyalty HighHigh LowLow Purchase CyclePurchase Cycle ShortShort HighHigh

Usage CycleUsage CycleShort HighShort High

Share of VoiceShare of Voice HighHigh HighHigh

Message Factors Affecting Frequency



Message Factors Affecting Frequency

Message FactorsMessage Factors TypeType FrequencyFrequency

Message ComplexityMessage Complexity SimpleSimple LowLow Message UniquenessMessage Uniqueness UniqueUnique LowLow

NewnessNewness NewNew HighHigh

Image FactorsImage Factors ImageImage HighHigh

Message variationMessage variation LittleLittle LowLow

Media Factors Affecting Frequency



Media Factors Affecting Frequency

Media FactorsMedia Factors Type FrequencyType Frequency

ClutterClutter HighHigh HighHigh Editorial NatureEditorial Nature ConsistentConsistent LowLow

AttentivenessAttentiveness HighHigh LowLow

SchedulingScheduling ContinuousContinuous LowLow Number of Media FewerNumber of Media Fewer LowLow

4 M W i ht



4. 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).



Message weight

The total size of the audience for a set of ads

or an entire campaign.



Message weight can be expressed as:

1. Opportunity to see: Advertising impression is

possible exposure of the advertising message to

one audience member, sometimes called anopportunity to see (OTS).

2. Gross Impressions is the total number of potential

exposures (audience size by the number of times

the ad message is used during a period).

Gross impressions are a summation of



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

6000 people in the target audience and seven times by 6000 people in a four week period.

Also suppose during the same four week period, thead is put another programme of a second TV



ad is put another programme of a second TV

channel viewed 3 times by 3000 people in the target

audience, the gross impressions would be:

Gross impression = (6000 x 5) + (6000 x 7) + (3000 x

3)

= 81000

The first group receives 30000 impressions, thesecond group receives 42000 impressions and the



second group receives 42000 impressions and the

third group receives 9000 impressions. Thus in all

81000 impressions are received during a four week period.

As duplication is ignored between the media

vehicles while summing up the impressions, we use

the term gross.

3. Televisions households: Because gross impressions



3. Televisions households: Because gross impressions

are often expressed in millions and are awkward to

handle, media planners prefer to use percentages - or a rating, for example, a rating of TV households is the

percentage of homes exposed to an ad medium. A

rating of 20=20% of the households with TV sets;

televisions households, or (TVHH).

4. Gross Rating Points ( GRP s) - the total



weight of a specific media schedule, computed

by multiplying the reach, expressed as a

percentage of the population, by the average

frequency.



Gross Rating Points (GRPs):

The combined measure of reach

and frequency indicating the

weight of a media plan

• The more GRPs, the more “weight”

a plan has



Gross Rating Point (GRP)

A unit of audience measurement, commonly used in the

audio-visual media, based on reach or coverage of an ad.

A single GRP, usually, represents 1 per cent of the total

audience in a given region.



For a mass media like a TV channel,

message weight is expressed in grossrating points (GRPs).

It is a sum of the rating points of all programmes in

the TV media plan.

One rating point indicates one percent of the target

audience.

The Simple Formula to Calculate GRPs



Gross Rating Points (GRPs) = Reach x FrequencyGross Rating Points (GRPs) = Reach x Frequency

Print example

50 reach X 5 insertions = 250 GRPs

Broadcast example

6 (rating) X 5 (frequency) = 30 GRPs

GRPs for TV are calculated generally for a week or a



GRPs for TV are calculated generally for a week or a

month.

Television Rating points (TRPs) are available in

India calculated on the basis of the panel method.

The ultimate business of TV is to deliver to theeyeballs. It is obviously an issue of audience share.

Gross impressions in print media are counted for every ad in every media vehicle used during thewhole campaign.

There should be an attempt in the media objectives to

balance the reach and frequency



balance the reach and frequency.

There should be an appropriate message weight at the same time.

This will help us realize our advertising plan.

To face 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

h l d



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 todevelop strategies to realize them.

For a mass media like a TV channel, messageweight is expressed in gross rating points (GRPs) It



weight is expressed in gross rating points (GRPs). It

is a sum of the rating points of all programs in the

TV media plan. One rating point indicates one percent of the target audience. GRPs of the entire

media plan are given by

GRPs of Media Plan = Proportion of targetaudience reached X average frequency

In the example given for gross impressions, the total targetaudience was 20000. The audience reached was 15000. In



other words, it was 75 per cent. The average frequency was

(81000/15000) = 5.4. So the GRPs would be

GRPs = (75 x 5.4) = 405

GRPs can also be computed by us using the following

formula:

The number of gross impression x 100

The number of people in the target audience

In the above example, there was a target audience of 20000

and there were 81000 gross impressions. Therefore GRPs = (81000/20000) x 100 = 405

5. Message Distribution:



A. Message-distribution objectivesdefine where, when, and how oftenadvertising should appear. Toanswer these questions, a mediaplanner must understand the

following: Audience size and message weight

Audience size - simply the number



of people in the medium's audience.In print media, for example, AuditBureau of Circulation actuallycounts and verifies the number of subscribers (circulation) and

multiplies by the number of readersper copy (RPC) to determine totalaudience.

Reach vs Frequency



q y

Since advertisers have a variety of objectivesand face constraints in budget, they usually

must trade off reach & frequency.

They must decide whether they want the

message to be seen or heard by more people

(reach) or by fewer people more often(frequency).

How much Reach is necessary?



y

The hierarchies model requires that the first

stage of each model requires ‘Awareness’ of the product and/or brand.

The more people are aware, the more likely are

they to move to each subsequent stage. Achieving ‘awareness’ requires ‘Reach’- that

is, exposing potential buyers to the message.

New brands or products need a very high levelof ‘reach’ since the objective is to make all

potential buyers aware of the new entry.

High reach is also desired at the later stages of

the hierarchy For example at the trial stage of



the hierarchy. For example, at the trial stage of

the adoption hierarchy, a promotional strategy

such as ‘sampling’ may be considered useful soas to reach a large number of people with these

samples.

The problem arises because there is no way of determining how much reach is required to

achieve levels of awareness, attitude change, or

buying intentions. We cannot be sure that an ad placed in a vehicle

will actually reach the intended audience.

While buying advertising time in say, a 8-8.30

p m program in ‘Star Plus’ channel the question



p.m. program in Star Plus channel, the question

that arises is that will everyone who is tuned to

the program see the ad? Many viewers may leavethe room or engage themselves in some other

activity during the ad or may be distracted during

the commercial, and so on.

If I expose everyone in my target group to the

message once, will this be sufficient to create a

100% level of awareness? The answer here is

‘No’. So this leads to the next question of what‘frequency’ of exposure is necessary for the ad to

be seen and to have an impact?

What Frequency Level is Needed?



In media planning, ‘frequency’ is the number of times

one is exposed to the media vehicle, not necessarilyto the ad itself, during a specified period of time.

Research studies estimate the actual audience for a

commercial may be as much as 30-40 percent lower

than that for the program. Not all researchers agree tothis.

Many advertisers feel that a 1:1 exposure ratio does

not exist. So, if your ad has been placed in a certainvehicle, the fact that the consumer has been exposed

to that vehicle does not ensure that your ad has been

seen.

As a result, the frequency level expressed in the

di l t t th t l l l f t



media plan overstates the actual level of exposure to

the ad.

Hence this has led some media buyers to refer to the

reach of the media vehicle as ‘opportunities to see’ an

ad rather than actual exposure to it.

Since the advertiser has no sure way to ascertainwhether the exposure to a vehicle results in exposure

to the ad, the media and advertisers have adopted a

compromise; one exposure to the vehicle constitutes

‘reach’, given that this exposure must occur for theviewer to have an opportunity to see the ad. Thus, the

exposure figure is used to calculate reach &

frequency levels.

This compromise does not help determine the

frequency required to make an impact



frequency required to make an impact.

The creativity of the ad, the involvement of the

receiver, noise, and many other intervening

factors confound any attempts to make a precise

determination.

How does then, one make these decisions? Thetruth is that the decisions are not always made

on hard data.

“Establishing frequency goals for an advertisingcampaign is a mix of art & science but with a

definite bias toward art.”- Joseph Ostrow.

Establishing Reach & Frequency



Objectives

It is possible to be exposed to more than one mediavehicle with an ad, resulting in repetition

(frequency).

If one ad is placed on one TV show, the number of people exposed is the ‘reach.’

If the ad is placed on two shows, the total number

exposed once is ‘unduplicated reach.’ Some

people will see the ad twice. The ‘reach’ of twoshows, includes a number of people who were

reached by both shows. This overlap is referred to as

‘duplicated reach.’

Representation of reach and frequency



Both unduplicated and duplicated reach figures areimportant. Unduplicated reach indicates potential new

hil d li d h id i



exposures, while duplicated reach provides an estimate

of frequency.

Most media buys include both forms of reach. Let us

consider an example. A measure of potential reach in

the broadcast industry is the TV (or radio) program

rating. This number is expressed as a percentage.

Using Gross Rating points: The media buyer typically

uses a numerical indicator to know how many potential

audience members may be exposed to a series of

commercials. A summary measure that combines the program rating and the average number of times the

home is reached during this period (frequency of

exposure) is a commonly used reference point known as

gross ratings points (GRPs):GRP= Reach x Frequency

GRPs are based on the total audience the media

schedule may reach; they use a duplicated reach



schedule may reach; they use a duplicated reach

estimate. Target ratings points (TRPs) refer to the

number of people in the primary target audience themedia buy will reach—and the number of times.

Unlike GRP, TRP does not include waste coverage.

Given that GRPs do not measure actual reach, theadvertiser must ask:

How many GRPs are needed to attain a certain reach?

How do these GRPs translate into effective reach? For

example, how many GRPs must one purchase to attainan unduplicated reach of 50 percent, and what

frequency of exposure will this schedule deliver?

The following example may help you to

understand how this process works



understand how this process works.

First you must know what these ratings points

represent. A purchase of 100 GRPs could mean100 percent of the market is exposed once or 50

percent of the market is exposed twice or 25

percent of the market is exposed four times, and soon. As you can see, this information must be more

specific for the marketer to use it effectively.

To know how many GRPs are necessary, the

manager needs to know how many members of the

intended audience the schedule actually reaches.

The effects of Reach & Frequency



1. One exposure of an ad to a target group

within a purchase cycle has little or no effectin most circumstances.

2. Since one exposure is usually ineffective, the

central goal of productive media planningshould be to enhance frequency rather than

reach.

3. The evidence suggests strongly that anexposure frequency of two within a purchase

cycle is an effective level.

4. Beyond three exposures within a brand purchase cycleor over a period of four or even eight weeks, increasing

f ti t b ild d ti i ff ti t



frequency continues to build advertising effectiveness at

a decreasing rate but with no evidence of decline.

5. Although there are general principles with respect tofrequency of exposure and its relationship to advertising

effectiveness, differential effects by brand are equally

important.

6. Nothing we have seen suggests that frequency response

principles or generalizations vary by medium.

7. The data strongly suggest that wear out is not a

function of too much frequency; it is more of a creativeor copy problem.

Determining Effective Reach



g ff Since marketers have budget constraints, they must

decide whether to increase reach at the expense of frequency or increase the frequency of exposure but

to a smaller audience. A number of factors

influence this decision.

For example, a new product or brand introduction

will attempt to maximize reach, particularly

unduplicated reach, to create awareness in as many

people as possible as quickly as possible. At thesame time, for a high-involvement product or one

whose benefits are not obvious, a certain level of

frequency is needed to achieve effective reach.

Effective reach represents the percentage of a

vehicle’s audience reached at each effective



frequency increment. This concept is based on the

assumption that one exposure to an ad may not beenough to convey the desired message. As we saw

earlier, no one knows the exact number of exposures

necessary for an ad to make an impact, although

advertisers have settled on three as the minimum. Fewer than 3 exposures is considered insufficient

reach, while more than 10 is considered

overexposure and thus ineffective reach. Thisexposure level is no guarantee of effective

communication; different messages may require

more or fewer exposures.

“The three-exposure theory was valid in the

1970s when consumers were exposed to



1970s when consumers were exposed to

approximately 1,000 ads per day. Now that

they are exposed to 3,000 to 5,000 per day,three exposures may not be enough” (Jack

Myers of Myers Reports). Adding in the

fragmentation of television, the proliferation of magazines, and the advent of a variety of

alternative media leads Myers to believe that

12 exposures may be the minimum level of frequency required.

Also, Jim Surmanek, vice president of

International Communications Group contends



International Communications Group, contends

that the complexity of the message, message

length, and recency of exposure also impact

this figure.

Since they do not know how many times the

viewer will actually be exposed, advertiserstypically purchase GRPs that lead to more than

three exposures to increase the likelihood of

effective reach and frequency.

Determining effective reach is further complicated by

the fact that when calculating GRPs, advertisers use a



g ,

figure that they call average frequency, or the

average number of times the target audience reached by a media schedule is exposed to the vehicle over a

specified period. The problem with this figure is

revealed in the following scenario:

Consider a media buy in which:

50 percent of audience is reached 1 time.

30 percent of audience is reached 5 times.

20 percent of audience is reached 10 times. Average frequency = 4

In this media buy, the average frequency is 4, which is

slightly more than the number established as

effective. Yet a full 50 percent of the audience

receives only one exposure Thus the



receives only one exposure. Thus, the

average-frequency number can be misleading,

and using it to calculate GRPs might result in

underexposing the audience.

Although GRPs have their problems, they can

provide useful information to the marketer. Acertain level of GRPs is necessary to achieve

awareness, and increases in GRPs are likely to

lead to more exposures and/or morerepetitions—both of which are necessary to

have an effect on higher-order objectives.

Perhaps the best advice for purchasing GRPs isoffered by Ostrow, who recommends the following

t t i



strategies:

1. Instead of using average frequency, the marketer

should decide what minimum frequency goal is

needed to reach the advertising objectives effectively

and then maximize reach at that frequency level.

2. To determine effective frequency, one must consider marketing factors, message factors, and media

factors.

In summary, the reach-versus-frequency decision,

while critical, is very difficult to make. A number of

factors must be considered, and concrete rules do not

always apply. The decision is often more of an art

than a science

Media weight theories



g

A media plan may have various media to suit theobjective of the advertising campaign.

Media weight theories are about the number of media selected and the relative emphasis given to

various media in these schedules.

The following theories are kept in view by planner to

choose from exclusive or in combination



choose from exclusive or in combination.

The wave theory

This theory denotes that the advertiser buy spaceand time in various media for a relative short time

and move out in “wave” in the hope that the impact

of advertising will carry over from the period heavy

concentration to those of no advertising

The media dominance theory



The media dominance theory

This theory suggests that advertisers buy bulk time

or space in one media for a short time.



After building a coverage and a frequency in that media, he shift to another media for a short time in

belief that concentration in a single media helps him

build the recall and shifting to other media also helps

him gain continuously over a variety of media.



Media concentration theory

This is when the advertiser concentrates only on 1

media to attain both dominance and continuity.

Timing strategy



Besides deciding which media to concentrate on,

scheduling requires a determination of extent of

advertising that should appear in various media.



M di St t



Media Strategy

Media strategy is the way we seek to realize our

media objectives. When formulated correctly, it

enables an advertiser to rise above the clutter of ads,and stand out against the competition.

Media strategy expects media planners to be creative



in using the media. The use of the media should

complement and supplement each other.

The ad should be consistent with the editorialenvironment of the media. The placement should be

strategic. The media’s creative potential is fully

used.



Factors Influencing Media



f g

Strategy

Target Market Profile

Nature of the Message

Geographic Market Priorities

Timing of Advertising

Reach/Frequency/Continuity

Media strategy has to cover

d i i k i h f



decisions taken in the areas of:

(i) geographic selectivity

(ii) scheduling of the ads

(iii) media selection

(iv) cost efficiency of the selected media.

1 Geographic Selectivity



1. Geographic Selectivity

Our media strategy is based upon our market

coverage. If we market our products

nationally, we will select all-India

newspapers and magazines.

However, if our market is limited to a

particular region, we shall select vernacular

media popular in that region.

In this way, we do not waste the

b d ti i th



resources by advertising the

products in the regions in which it isnot available.

It is necessary for us to see how strong a product is

in a particular geographical region and advertisemore in high potential areas. Marketers may

measure the sales strength in particular market by

making use of two ratios – i) Brand developmentindex &

ii) Category development index

Brand Development Index



(BDI):Brand Development Index indicates the sales

potential of a particular Brand in a specific

market area.

Formula: "BDI" equals "percent of brand's

total India sales in the area" divided by

"percent of total India population in the area"

multiplied by 100.

Where to promote?



Percentage of brand tototal U.S. sales in market

Percentage of total U.S.population in market

BDI = X 100


Where to promote?

Percentage of brand sales to total

All India sales in market

Percentage of total Indian populationin market




The brand development index (BDI) measuresthe sales strength of a brand in a particular

area of India.

This index enables a media planner to

allocate the media budget by setting his

priorities.

Applying a BDI



Region Sales % Popn % BDI

North India 7.6 7.6 100.0

South India 21.5 23.9 89.9

West India 42.5 38.5 110.4

East India 13.4 16.8 79.8

Export 15.0 13.2 113.6

Total 100.0 100.0 ----

Category Development



Index(CDI)

The category development index indicates the

sales potential of an entire product category.

Formula: "CDI" equals "percent of the product

category's total India sales in the area" divided by"percent of total India population in the area"

multiplied by 100.

Where to promote?



Percentage of productcategory total sales in market

Percentage of total Indianpopulation in market

CDI = X 100

Category Development Index



Category Development Index

It measures the sales potential of product

category. Thus it takes into account the potential of all competitors selling the same

category.



2. Media Scheduling



Media scheduling decisions are the decisions

about the timing, continuity and size of the

ads. We have to see when to advertise, for howlong, and for what time period. We have to see

the size and placement of our ad.



to time in such a way that it by-passes competitivecampaigns, e.g., Pepsi commercials are to be aired

when there are no Coke commercials



when there are no Coke commercials.

to time in such a way that the message is carried by

the media when the audience is receptive to it, e.g.,

household products in the afternoon slot of TV

when housewives watch TV.

The importance of time element must be understood

in the purchase behaviour of the customer by doing

suitable research.

Continuity: When an ad is run in the media for a long



period without any gap, we are using continuity

scheduling.

It is used for those products which are in demandround the years. The ads are in the form of

reminder.

Alternative to continuity is flighting where advertising

runs for some period and then there is a gap, and



f p g p

again it runs for some period. The interval between

two advertising runs come after a flight.

The message can be schedule to correspond to peak

purchasing periods or at a time when the audience is

most receptive.

When we have a media mix alternative flights areadjusted in such a way in different media thatoverall continuity is achieved.

Pulsing is another option.

It represents a consistent low-level advertising



activity, and addition of pulse to make a high-level of

advertising during certain periods.

A pulse is a period of intense advertising activity.The pulses can occur at the start while launching a

new product. There can a promotional pulse of one

shot, e.g., financial advertising of a company’sissue.



Bursting is a technique for scheduling TV ads.

Here the commercial is repeated on the samechannel time and again to reinforce the message for

a short period.

3. Selecting the Media



g

An advertiser can choose a single medium or a mix

of media to take its message to the target audience.

Media mix – a combination of several media is used

when it is not possible to reach the target audience by one single medium adequately and with a good

impact.

Marketers segment a market, and a suitable media can



be chosen to match a specific segment. Creative

execution becomes varied when a media mix is used.

In a media mix, one medium can be used to promotea product and the other as reminder, thus re-

inforcing each other.

A combination must be synergistic, where the sum

total of effects is greater than the sum of individual

medium’s effect

Each media has a particular readership or

viewership We have to understand the size and the



viewership. We have to understand the size and the

characteristics of the readership or viewership.

We have to match the target audience of our productto the demographic characteristics of the

readers/viewers of the media as far as possible.

Media research helps us in this matching the product

and the media.

Each medium has a different attention value. But



attention given to a medium also depends upon the

message and its execution.

Each medium has a motivation value whereby itstimulates readers to respond. Each medium has its

own editorial environment provided by its contents

which surround the ad

This environment should be compatible with the product and its benefits. The environment should also

be consistent with the mood of the desired audience A



be consistent with the mood of the desired audience. A

commercial of an air-line is not consistent with thenews of an air-crash.

The audience mood is not conducive to thereception of the message. Several media provide an

environment of respectability. We have to consider

the placement of the ad and the editorial material

and keep on changing the same if necessary.

We can confront them head on. We can change the

media mix We can bypass a media selected by them



media mix. We can bypass a media selected by them.

We can change our geographic allocation. Acompetitor’s share of voice can be studied.

It is given by:Share of voice = Brand Expenditure

Product Category expenditure

We have to decide whether we can match a

competitor’s share of voice or exceed it. We can use



another medium in which there is a large share of

voice for us.

We should not forget that we never buy media. Weonly buy audiences. The client pays the agency to

buy the audience attention to his brand.

Size and Placement



The decisions about the size of the ad and its placement are also important in scheduling. Thereare several size options in print media right from a

small portion of the page to a full page to several pages.

In electronic media, we have options to

select commercials for various lengths of



time, 10-seconds, 30-seconds or 60-seconds.

The size decision is based upon our

objectives, the creative execution necessary,

the budget and the reach and frequency

decisions.

Cost Efficiency of Selected

M di



Media The cost of advertising in various media

must be analyzed properly. Costs of various

media must be compared based on cost-

efficiency. It helps us select the best media

to optimize our objectives.

Cost per Thousand

Cost per thousand (CPM) is one yard-stick to compare the

t f diff t di It i th t f hi



costs of different media. It is the cost of reaching a

thousand persons. The formula for CPM is:Cost per Thousand = Cost of media unit x 1000

Gross Impression

Though two media can be compared on the basis of costs, this cannot account for the differing media ability

and creative execution in the two media. CPM is good

for cost comparisons, but fails to measure effectiveness.

Determining Media Cost Cost per thousand (CPM):



Cost per thousand (CPM):

What a communication vehicle charges to deliver a message to 1,000 members of its audience

– Used commonly for print media

Cost of ad unit X 1,000 = CPM

Circulation or audience

C h d



Cost per Thousand

Cost per thousand is expressed as CPM because

‘M’ stands for 1000 in the Roman numeral.It is also expressed as CPT.

CPRP: Cost per rating point



The cost of reaching one percent of the target

population. CPP is calculated by dividing the cost

of the schedule by the gross rating points. National and regional advertising buyers frequently use this

cost efficiency measure, since it can be applied

across all media.

The cost per rating point is used to

ti t th t f TV d ti i



estimate the cost for TV advertising on

several shows.

Cost per rating point = Commercial time cost

Percentage of audience.



Step four: Selecting Media Mix



Media mix means the advertising strategyencompasses the use of more than one type of

advertising media to get its message across the

target audience. A combination of media types is known as the

media mix. No advertiser can rely only on one

medium to reach his audience..

Even a small advertiser having a small media



g

budget has thousands of media from which tochoose.

A typical media mix for consumer products, suchas a soft drink, will include television, outdoor,

POP and even the print media. this combination

plays a crucial role in reaching the maximum

number of consumers at the minimum cost.



Media Use

Decision

— Print

Media Use

Decision

— Broadcast

Media Use

Decision

— Other Media

Selecting Media Within

Class

Selecting Broad Media

Classes

Determining Media

Mix

Selecting broad media classes



Purpose: To determine which broad class of media best fulfills the criteria. Involves comparisonand selection of broad media classes such asnewspapers, magazines, radio, television, and

others.

The analysis is called intermediate comparisons.

Audience size is one of the major factors used incomparing the various media classes.

Selecting media within classes



Purpose: To compare and select the best mediawithin broad classes, again using predetermined

criteria. Involves making decisions about the

following: 1. If magazines were recommended, then which

magazines?

2. If television was recommended, thena. Broadcast or cable television?

b. Network or spot television?

3. If radio or newspapers were recommended, thena. Which markets shall be used?

b If network which program/s



b. If network, which program/s

c. If spot, which markets?

d. What criteria shall buyers use in making

purchases of local media?



Media use decisions-Print 1. Number of ads to appear and on which days

and months



and months.

2. Placements of ads: Any preferred position

within media?

3. Special treatment: Gatefolds, bleeds, color, etc.

4. Desired reach or frequency levels

Media use decisions-Other media 1. Billboards

L ti f k t d l f di t ib ti



a. Location of markets and plan of distribution

b. Kinds of outdoor boards to be used.

2. Direct mail or other media: Decisions peculiar

to those media.



The Media Mix

Media mix means the advertising strategy

encompasses the use of more than one type of

advertising media to get its message across the

target audience.

A combination of media types is known as the media

mix. No advertiser can rely only on one medium to



y y

reach his audience. Even a small advertiser having a small media budget has thousands of media from

which to choose.

A typical media mix for consumer products, such as

a soft drink, will include television, outdoor, POP

and even the print media. this combination plays a

crucial role in reaching the maximum number of consumers at the minimum cost.

Once a media plan is ready, the decision is

to be made about the media mix. Selecting



the media mix involves several considerations.

Factors considered while selecting a

media mix



The media plan which is derived from the marketing

and advertising plan has set a broad framework for

media decisions.

The execution of this plan depends upon thefollowing considerations:

Budget



Choice of media depends to a large extent on theadvertising budget. Certain media types are too

expensive.

Example:The cost of national transmission may be high

for an advertiser. The cost of maintaining a neon signcannot be afforded by small budget advertisers.

Competitor’s Strategy

M di d i i i fl d b th t t f th



Media decisions are influenced by the strategy of the

competitors. Earlier, only large advertisers –usedtelevision in India. But with the success of Nirma

detergent- both large & small manufacturers use T.V. to

gain maximum exposure.

An advertiser-tries to reach the same audience as its

competitors. Also they try to identify specific target

groups not reached by its competitors. An advertiser

considers his competitors strategy before deciding hismedia mix.

Frequency Vs Reach

A th i t t id ti i th di l i



Another important consideration in the media plan is

the frequency & reach. Frequency refers to the no.of

times the advertiser reaches the same person,whereas

Reach refers to the total no.of people covered.

The greater the frequency with which you reach thesame person through the media selection,smaller the

reach will be & vice-versa (assuming a limitation in the

size of the budget)

An advertiser must know the quantitative data aboutmedia audience in order to make more accurate

frequency & reach decisions.

For example: if an advertiser uses radio, he maybe able

to afford to broadcast the advertising jingle every 30

minutes & this increases the frequency of the radio



listeners exposure to the message.But ‘reach’ of thismessage is limited & will not cover those who are not

listening to the radio. With the same budget,the

advertiser can buy less radio time,place a few insertions

in the print media & buy some time in television. Thecombination –reduce the frequency at which an

individual consumer is exposed to the message but will

increase its Reach. There will always be a trade off

between these 2 considerations.

Increasing distributor’s support Although consumer media is selected primarily to affect

the consumer, the impact of the media upon distributionchannels is also important. Effective use of advertising



p g

media-lends support to the distributor’s efforts at sellingthe product. Distributors are more likely to support a brand that has grater exposure in the local media.Promotional efforts such as POP, display material,hoarding & posters are welcomed by retailers.

Continuity Important to consider as to how long an advertising

campaign should be run on one media. There is a

cumulative advantage from continuity as a greater audience will be reached in terms of both frequency &coverage by advertisements continually placed in onemedium.

For FMCG products (that are frequently purchased)

continuity –is an important consideration. Products

infrequently purchased –may find it suitable to use a variety



of media in order to reach varied audience. For example: a

water tank.

Flexibility

Is the ability of the media to adapt to changing & specific

needs of advertisers. Certain media allows advertisers suchflexibility with respect to the advertised message. For

example: The Times of India group of publications may

offer advertisers such flexibility of placing ads in different

editions of the paper. So, if the competitive activity-increases in Delhi, make use of Delhi edition to match

competition.

Franchise Position

When an advertiser uses a certain medium over a period

of time, the advertiser may enjoy special franchise



y j y p

positions .Special page positions may be reserved for them in magazines & newspapers. ‘India Today’-back

page may be booked by Hero Honda for a long time

while the inside back cover may be booked on a long

term basis by Cartier.Standard of Acceptance & Code of Ethics

Most media vehicles-codes of ethics that set the

standards of acceptance.For example:the code of ethics

may not permit the use of medium for advertising

cigarettes or liquour etc while some other vehicle may

permit to do so.

Cost per Thousand

This is an important consideration while making media

decisions. Although, the cost is considered while fixing



the budget,the concept of cost per thousand is theaccepted norm for measuring the media effectiveness.

The formula for the same is Price of medium to the

advertiser /Delivered audience(in thousands).

CPM= ad cost x 1000

Delivered Audience (circulation)

The formula has its limitations.The delivered audience

may not be the same as the prospectivecustomers.Also,there is no data available to determine if

the delivered audience has actually seen or heard the

advertised message.

Creative Considerations This refers to the quality of reproduction, the color

effect, special effects; all these have to be considered.The medium chosen must be appropriate for the ad



The medium chosen must be appropriate for the ad

message also in keeping with creative considerations.Example: Ads for paints or ice-creams or a luxury car-are reproduced better in color & therefore black & whitenewsprint is not an appropriate medium. Media

decisions must be made in consultation with the creativeteam. Within the selected medium, decisions related tounit buying is also influenced by the creative team.While the creative team seeks larger space in T.V, print,

POP material, the media planning along with the financedepartment looks for economy & maximizing the effectof every money spent on the media.

The Medium & the Target Consumer Match The media mix must importantly reach the target

consumer. If the advertiser requires to reach men between the ages of 25 & 55 who are professional, the



g p

obvious choice of media would be Economic Times over Femina. But, sometimes matching consumer profileswith media characteristics become difficult. A thoroughanalysis should be made to reduce wastage of mediaexpenditure.

Language

The appropriate language must be used for any media.

Prestige of the Media

The prestige of the advertising medium is transferred tothe advertised product. Sponsorship of prestigious

programs such as Grammy’s,Oscar’s,Filmfare Awards,World Cup matches should be considered.

The Editorial Environment Using the appropriate editorial environment :every

publication has its individual editorial philosophy.

Nature of the Product or Service & Nature of the



Nature of the Product or Service & Nature of the

market to be covered

Some products have niche markets & a special direct

advertising medium will be suitable for them. Daily

consumer products have a wider market & may make useof mass media. The geographical extent of the market too

must be considered.

Availability of Time & Space

Media time & space have to be booked in advance. If anannouncement has to be made suddenly, then the

advertiser has to make use of whatever media & space is

available to him.

Media buying has become an important component

of media planning due to cost constraints and

increase in competitive activity.



Media targeting

Media targeting

The Media Planning Steps



PlanningSteps

PlanningSteps

Media targetingMedia targeting

Determining media

objectives

Determining media

objectives

Determining mediastrategies

Determining mediastrategies

Budget allocation and Mediabuying

Budget allocation and Mediabuying

Selecting Media MixSelecting Media Mix

Step five: Budget Allocation and Media Buying



Budget Allocations: classifiesspending on medium, region,

and time of year

Media Buying



Occurs once plan is approved

Buyers work with media

representatives to negotiate final pricesfor the various activities

The important thing is not awareness but

impact. It's not about remembering a brand but



impact. t s not about emembe ing a b and but

remembering that brand in the context of a

certain content-led story.

So, if you can create an impact in consumer's mind -which is long lasting and probably equivalent to 10

exposures - there will be a shift towards qualitative

aspects. Clients will definitely appreciate this

paradigm shift and agencies will also be inspired to

take risks.

Earlier, brand managers with Rs 10 or 20

million budgets felt that they couldn't get



million budgets felt that they couldn t get

on to television.

Today, appropriate consumer profiling enables one to

choose channels and accordingly advertise. For

instance, a combination of Star Movies and Star World would give a SEC A+ kind of a household.

So this combination which makes it possible to reachout to that particular segment despite budgetary

constraints.



Wastage levels will be lower and segments can bereached in a focused manner.

A lot of segmentation is possible in the medium of televisiondue to the existing fragmentation.

Earlier, advertisers used to feel inhibited due to the preoccupation with mass-based programmes and planning

was restricted. Now, we have moved much ahead from the previously

restricted scenario.

Print Media Buying



Newspaper buyingFactors affecting the choice of

newspapers are as follows: 1. Circulation and Readership

It is important to know who will notice our ad.

Reach of a newspaper is given by circulation whichis the number of copies distributed each day for a

daily or each week for a weekly.

Paid circulation means the subscribed



copies sold on stalls.

Controlled circulation means free copies

distributed. The circulation is certified by a body

Audit Bureau of Circulation (ABC).

2. Advertising RatesMost advertisers are constrained by



their budgets and thus a newspaper that offers a competitive rate is most

attractive. Publishing groups such as the Times of India offer

special rates for booking space in severalnewspapers from the same group. (for example, an

advertiser would get a competitive rate if he placedads in the Times of India, Navbharat Times, TheEconomic Times and the Illustrated Weekly.

The number of readers exceeds its circulation figure;because each copy of the paper is read by more than

one person.

Readership is thus the total number of person who



Readership is thus the total number of person who

read a print vehicle – either newspapers or

magazines.

Readership thus can be equated to audience. An

average 3-5 person read a newspaper in India. It

determines the number of people who notice the

publication in which the ad is carried.

Newspaper Ad RatesThe rates of the ads, production specifications and ad

deadlines and other relevant details are given in a



rate card . When no discount is offered, it is called a flat rate.

Some newspapers offer a volume discount for

repetitions. Open rate is highest rate for the single

ad. We have to pay open rate first, and then qualify

for a discount by buying further space.

Contract rate or earned rate is based on

agreement. It gives a scheme of the number of ads or

the amount space to be bought for earning a discount.



p g f g

If this condition is not satisfied an additional charge islevied called the short rate.

Basically, ad rates are ROP – run of press, and ads can be placed anywhere on any page. But for special position, wehave to pay more. If the same publication house publishesmore than one newspaper, it can offer a combination rate which is lesser than the rate of buying in each individualmedia.

3. Split Run Facilities



Many newspapers offer split run facilities. The split run test is a service used for testing print

advertisements in which the media cooperate with

an advertiser in allowing the same space for two or more copy variations to appear in systematicrotation through the entire circulation.

This permits simultaneous circulation of two or more advertisements in identical editorialsurroundings with comparable audiences.



5.Space Available

When the advertisement is to be published



urgently, space availability may be the onlydeterminant. The positions available in the

newspaper is also of a prime consideration.

The front page is the most attractive commands the

highest rate. Certain other positions close to a

popular section are also sought after by advertisers.



7. Editorial PolicyThis factor plays a crucial role in

today’s changing political scenario



today s changing political scenario.

Newspapers that are pro-government

may find it easier to attract advertisers. Advertising in anti-establishment newspapers would imply

that the advertiser is against the government and this maycreate problems such as delay in granting license and so on.

Some newspapers are owned by political groups such as“Samna” by the Shiv Sena in Maharashtra. This alsoinfluences the reader profile.

8. Color

Many newspapers offer color supplements

which are more attractive than the black and



which are more attractive than the black and

white section. Advertisers are willing to pay

higher rates to enjoy the color advantage.



Types of Newspapers Advertising



1. Display advertising :To distinguish

advertising from editorial matter, display

advertising is designed comprising the copy, the

layout, the visuals. These ads come in all sizes.

They are placed all over in a newspaper, depending

upon the policy of that paper. Display advertising

is national or local.

2. Co-operative advertising:. Local ads can

be inserted on cost sharing basis between the



manufacturer and retailers – co-operative advertising. Local display advertising is charged a lower tariff

than the general display advertising.

3. Classified ads: are small ads charged in terms

of number of words, and putting the message in

several categories or classes such as employment real



several categories or classes such as employment, real

estate, matrimonial, automobiles and so on.

Classified ads can be classified display ads, where boldletters, illustrations, borders and other visual elements areused.

Newspaper also put a pre-printed ad insert in the paper. The paper with the insert is delivered to the reader. It is just amethod of distribution for advertisers. It can begeographically selective and cost-effective.

Placing the Ad in the Newspapers

We have to fill an insertion order while placing the



We have to fill an insertion order while placing the

ad. This order gives specific date(s) on which the ad

is to be published, the rate at which it is to be

published, and production details preparatory to the

publishing of the ad. Agencies provide newspapersthe ad material in finished form.

If a small advertiser expects thenewspapers to compose the ad, the

newspapers first create a proof which is to



newspapers first create a proof which is to

be checked by the advertiser for

correctness.

Once the ad is run, a tear-sheet which is an actual page

torn from the newspaper in which the ad was run is sent

to the advertiser. It is a proof of publishing as per

requirements. If there is an error, the advertiser or itsagency can ask for rate adjustment or free insertion.

Characteristics of Newspapers



1. Immediacy

Newspapers offer the greatest advantage of

conveying the message quickly. They are flexibleand so the advertising copy can be written very

close to the time it goes to press.

This characteristic is especially useful

while launching new products or making



public announcements. The advertisementscan thus have a powerful new emphasis.

2. SelectivityThis is one of the greatest advantages in the Indian



context. The advertiser can select the geographical area over which the message is to be communicated

as also the language.

Newspapers offer split-run facilities using which

advertisers can test different campaigns in different

geographical areas.

3. Newspapers Mechanical Requirements



p p q

Newspapers come in standard and tabloid sizes.

Advertising space in newspapers is sold on the basis

of columns and inches.

In addition to innovative color techniques,

newspapers are adding other features to attract

advertisers. Flex form advertising offers the



f g ff

advertiser the opportunity in any conceivable

shape.

Those parts of the newspaper page not containingthe advertisement are filled with editorial matter.For example, the ads of Cinthol Lime, lime Lite and

Liril have used the technique. Such unconventionallayouts, surrounded by editorial matter are hard for the reader to ignore.

4. VarietyMost newspapers present a suitable variety of

material to provide an interesting mix for a wide



range of readers. A typical newspaper has sports, financial pages, society news, city news, shopping

columns, comic strips and other features.

Some pages are widely read by women, other by

men interested in business news, and so on. An

advertiser can select a target market by placing his

advertisements in certain sections or pages of the paper.

5. Penetration

Morning newspapers are read by



g p p y

almost all the literate people.

The readership is much more than the circulation.

For example, the Times of India circulation is

6,00,126 while its readership is 35,36,000. Children

are also keen readers of certain section

6. Types of newspaper There are a wide variety of newspapers to

choose from. Advertisers who wish to make



f

announcements would use morning

newspapers.

Specialty newspapers such as The Economic Times

can be used for business-to-business communication

such as advertisements of SKF ball-bearing, HCL

computers, and so on.



3. Flexibility

The newspapers offer tremendous



p p ff

flexibility to advertisers.

When it is raining in Bombay, it may be hot in

Delhi. While the Bombay newspapers can be used

to advertise raincoats and umbrellas, the Delhi

edition of the same newspaper can be used toadvertise air coolers.

The most important is the time flexibility,

that is the contents of the advertisement can



be changed upto a few hours before the paper goes to press.

MRF Tyres use the press medium just before the

monsoons in Bombay by predicting the date of the

first rainfall and thereby communicating to the

consumers the urgency of changing to MRF Tyers before the monsoons.

4. Split Run FacilitiesMany newspapers offer split run facilities. The

split run test is a service used for testing print



advertisements in which the media cooperatewith an advertiser in allowing the same space

for two or more copy variations to appear in

systematic rotation through the entirecirculation.

This permits simultaneous circulation of two or

more advertisements in identical editorial

surroundings with comparable audiences.

5. Keying the advertisement



y g

It is possible to key the advertisement and attach amail order coupon in order to measure its

effectiveness.



Limitation of Newspapers as an Advertising

Medium



Despite the above advantages newspapers have the

following limitations:

1. Limited coverage. In India with the literacy,level being low newspapers cannot be used to

penetrate the lower income segments of the market.

2. Short Life. It is often said “as stale as yesterday’s newspaper.” A newspaper has a

very limited life and therefore advertising will



have little impact beyond the day of publication.

3. Hasty reading. Studies indicate that peoplespend about 30 minutes on the paper. This means

that the ad must make its impression quickly or it

will fade.

4. Cost. It is an expensive medium that is unsuitable for small advertisers

especially the morning English



p y g g

newspapers such as the Times of India.

5. Poor Reproduction. Most of the pages are in

black and white and the colour advertisements are

not as well reproduced as those in magazines.

Therefore we rarely find food and fashion ads innewspapers.

6. Demonstration and Display. It is not

possible to demonstrate product usage



as in television commercials.

Advantage of Magazine Advertising



The newspapers and magazines have different

advantages though both belong to the print media.

The peculiar advantages of magazines are:

Demographic selectivity: Every magazine has a

different audience whose demographic and



psychographic characteristics are different.

Thus Femina is a magazine for young women, whereasSavvy is a magazines for mature women. Manohar

Kahaniyan has a typical audience of north Indian middle

class. Each magazine thus helps us to target at a particular

age group, gender group and income group. Special interest

magazines provide a specific audience.

Geographic Selectivity: Some magazines have all-

India circulation like India Today. Some magazines

are confined to a region like Malayalam Manorama.



So magazines help us target a geographic market we

require without considerable waste.

Creative Flexibility: High fidelity reproduction isa specialty of magazines on account of their superior quality of paper and printing. They also provide

opportunities for innovative adds like pop-up ads,sample-bearing ads, scented ads, outside inserts as booklets.

Long life and creative options. A TV commercial is over in 30 seconds, we whiz by a

highway billboard so quickly that only a fleeting



glance is possible, and the average newspaper is in

the recycling bin before we leave for work

In this disposable media world, magazines standalone as a tangible vehicle. Magazines are oftenused as reference sources. Articles are clipped, back

issues are filed, and readers may go back to afavorite magazine numerous times before finallydiscarding it. Advertisers potentially benefit fromeach of the exposures.

Magazines also offer advertisers a wide

range of flexible formats such as double-



page spreads, bright colors, even product sampling.

Magazines are particularly suited to long copy.Discussions of detailed product attributes for

automobiles and appliances as well as advertising

for financial services all lend themselves tomagazines.

Durability of Message: Magazines are

kept for a longer time, and are read

d d d



again and again. More time is devoted to reading a magazine.

It means that the chances of the ad message beingseen are more in magazines. As the magazines is

preserved for a longer time, the message has a

durability of longer duration.

Disadvantages of Magazines

Advertising

i f l d i h



In spite of several advantages, magazines havemany drawbacks as advertising media.

Lead Time Longer: The ad material will have to

be submitted much in advance because a magazinerequires elaborate production plan.

The lead time is sometimes 90 days before

the release of an issue. It is difficult to

h h f h d



change the message on account of changed circumstances and contingencies.

These days magazines are trying to shorten the leadtime as much as they can.

Limited Reach and Frequency: Magazines have

limited reach as far as the total number of

households are concerned. To reach a larger

d b l f



audience, it is necessary to buy a lot of

magazine space.

As their periodicity is either a month or a fortnightor a week, it is difficult to have higher frequency.

To overcome this drawback, a media planner uses

several magazines or adds other media tosupplement magazine ads.

No Sound and Motion: Magazines rely upon the

printed copy and visuals to convey the message, and

l k h d f di i f TV hi h



lack the sound of radio or motion of TV whichmakes these audio-visual ads greatly effective.

Planning Magazine Advertising



While planning magazine ads, we have to consider

factors like circulation and readership, ad rates,

placement of ads, special facilities given by the

magazines.

Placements of Ads:

Th d li f i i h l



Three date-lines are of importance in the placement.The on-sale date is the date on which the magazineappears on the stalls for sale. It indicates whenexactly the readers will first see a specific issue. Thecover date is the date that appears on the cover of the magazines. Mostly, the on-sale date precedes thecover date. Closing date is the deadline by which

the advertisement material must reach themagazines – it is either a few days or a few weeks prior to the on-sale date.

Magazine buying



Factors affecting the choice of

Magazine are as follows:

1. Circulation and Readership:

Circulation figures indicate the number of people who

will get to see the ad. But circulation for magazines



keep on fluctuating. The ad rates are based on

guaranteed circulation.

It is the figure of those least number of copies which will bedelivered..

Because the guaranteed circulation is the number of readers advertisers

purchase, it is also known as the Rate Base. i.e. The circulation that

magazines guarantee advertisers in computing advertising costs.

Primary readership of a magazine is thereadership of actual buyers or subscribers.

Secondary readership get to read the

d b h



magazine as it is passed on by the primary

readers.

Secondary readership is a matter of research. Italways exceeds the circulation. (ABC) Audit Bureau

of Circulation certifies a magazines circulation

2. Magazines Ad Rates:

The rate card shows the rate to be paid



and production specifications.

It also spells out the agency’s commission policyand provides other relevant information. There are

separate rates for Black and White and colour ads.

The rates increase depending upon the

number of color used. Bleed ad has its

b k d l d ll th



background color spread all over the pagetill its edges. It carries an extra charge.

Magazines offer a variety of sizes – full-page, half- page, quarter-page ads. Fractions of a page in

several combination can be offered. Gatefold ad

opens like a safe, when its two folds are opened. Itoccupies an extra-wide page.

Run-of-press ads are placed anywhere. The preferred positions are the first-cover, the front

inside cover (second cover), the inside

b k (thi d ) d th t id



backcover (third cover) and the outside cover (fourth cover). Generally, ads are not sold on

first cover.

Cover ads get more attention, and command higher rates. Preferred position is opposite to the contents,

or near popular editorial features. Even a run-of-

press ad can be made effective by using appropriatecopy and layout.

3. Audience Selectivity. As we noted earlier, the audience niche

reached by a publication is normally

h f l



the starting point for evaluating a

magazine.

Exposure to a company’s primary target audiences.

Magazines can reach narrowly defined audience

t i ll hi h i



segments, especially among high – income

households.

There is no question that magazines represent themost efficient means of reaching a significant

segment of affluent prospects.

Furthermore, the majority of this

audience are not heavy users of other

d



media.

Therefore, when the marketing objective is to reachaffluent customers, magazines will almost always

play a central role in the advertising plan.

For more and more national advertisers, the decisionis not one of deciding between magazine and

television, but rather how to use hem as

complementary media A study commissioned by the



complementary media. A study commissioned by theMPA found the following:

The combination of print and television producesgreater communication of brand attributes than print

alone or television alone.

The selection of a brand versus its competitors

increases more when print and television are used in

conjunction with each other than when television or



conjunction with each other than when television or

magazines are used separately.

It is evident that advertisers must plan their

creative strategies and executions to

t th d h th i ti



strengthen and enhance the communicationobjectives for both media.

The complementary advantages of combiningmagazines and television are greatly reinforced

when creative strategies are complementary for both

media.

4. Availability of demographic and geographic editions.

On a national scale magazine demographic and



On a national scale, magazine demographic and geographic editions meet the same demands of large

advertisers.

It is very rare that a national magazine does notoffer some type of regional or demographic

breakout of its total circulation.

These special editions are called partial runs and arevery common and important to magazine

advertising.

5. CREDIBILITY .

Many consumer magazines are

id d th l di th it i



considered the leading authority intheir field.

As we discussed earlier, it is this position of magazines as authoritative sources that led to so

many cross-media spin offs into other media.

Sometimes the relationship between mediacredibility and advertising is direct.

6. COMPATIBLE EDITORIAL ENVIRONMENT

When a person picks up Golf Digest, Glamour,

or PC Computing there is little doubt about



or PC Computing, there is little doubt about their interests.

Specialized magazines can practically guarantee asynergism between reader and editorial content.

7. READER INVOLVEMENT The average reading time for a consumer

i i 52 i t



magazine is 52 minutes.

More importantly, the more highly educated areader, the more thoroughly he or she reads a

magazine.

Reader involvement is related to the credibility



Reader involvement is related to the credibilityand editorial relationship that readers develop with

their favorite magazines.

While not easy to quantify, these factors play a

role in determining in which medium advertisers

will invest their money.

8. Long closing dates Unlike the spontaneity of radio and newspapers,

magazines require a long lead time between

when advertising material must be submitted



when advertising material must be submitted

and when the ad will run.

For example, a magazine advertisement may run 8 to 10weeks after an advertiser submits it.

This long lead time makes it difficult for advertisers react to

current marketing conditions either in scheduling space or

developing competitive copy. The long closing dates are

one reason why most magazine copy is very general.

9. Ad Banking. While not an inherent disadvantage of all

magazines ad banking is a practice that



magazines, ad banking is a practice that some advertisers do not like.

Ad banking is the practice of publications such as National Geographic to cluster (or bank) all the advertisements toward the

front and back of the publication. Advertisers fear that banking

creates advertising clutter and makes it less likely that their

advertising will gain high readership. Some advertisers excludesuch publications from their media schedules.

10. Partial – Run Magazine Editions

When an advertiser buys the entire

circulation of a magazine it is known



circulation of a magazine, it is knownas buying the full-run edition.

The demand for even more selective audiencedelineation has required magazines to provide

advertisers with special audience segments within

their total circulation.

These less-than-full-run buys are called

partial-runs. Among the more common

partial run editions are:



partial-run editions are:

Demographic Editions. Major magazinesroutinely offer advertisers those ZIP codes with the

highest average income. Advertisements can limit

their ads to subscribers in those areas.

Vocational Editions. A magazine mayidentify professionals or executives

among its readers and allow

d ti t h ti l



advertisers to purchase a partial-run

directed only at these readers.

Geographic edition

The oldest, and still most available,

form of partial run is the geographic



form of partial-run is the geographicedition.

Depending on the publication, a magazine may offer a combination of city, state, or regional editions.

One advantage of geographic editions is that

they can be used for both subscriptions and

newsstand sales whereas both demographic and



newsstand sales, whereas both demographic and vocational editions are confined to subscribers.

It is extremely common for even relatively smallcirculation magazines to offer some form of partial-

run advertising.

Split-Run Editions

It is a special form of the partial-run edition Split-



It is a special form of the partial-run edition. Split-run editions normally are used by both advertisers

and publishers for testing purposes.

The simplest form of split-run test is where anadvertiser buys a regional edition( a full-run is

usually not bought because of the expense) and runs

different advertisements in every other issue.

Each advertisement is the same size

and runs in the same position in the

publication



publication.

The only difference is the element being tested. Itmay be a different headline, illustration, product

benefit or even price.

Partial-run and split run editions offer anumber of benefits to advertisers.

1. Geographic editions allow advertisers to offer

products only in areas where they are sold



products only in areas where they are sold.

2. Partial-run can localize advertising and supportdealers or special offers from one region to another.

As advertisers, increasingly adopt local and regional

strategies, the partial-run advantages will becomeeven more apparent.

3. Split-run advertisement allowsadvertisers to test various elements of a

campaign in a realistic environment

before embarking on a national rollout



before embarking on a national rollout.

4. Regional editions allow national advertisers todevelop closer ties with their retailers by listing

regional outlets. This strategy also provides helpful

information to consumers for products that lack widespread distribution.

Partial-run editions also have

disadvantages:



1. CPM levels are usually much more expensivethan full-run advertising in the same publication and

close dates can be as much as a month earlier than

other advertising.

2. In the case of demographic editions, the lack of news stand distribution for these

advertisements can be a major disadvantage if

single-copy sales are significant for thebl



single copy sales are significant for the publication.

3. Some publications bank their partial-runadvertising in a special section set aside for such

material.

Various Kinds of rebates, discounts and rates offered in magazine buys

Frequency & Volume discounts : Discounts based

on total time or space bought, usually within a year.

Also called bulk discounts



Also called bulk discounts.

Other discounts such as continuity discounts for

advertisers who agree to advertise at a certain rate

over a period of time, usually 2 years. Remnant Space: Unsold advertising space in

geographic or demographic editions. It is offered to

advertisers at a significant discount.

Radio Advertising:

Commercial radio in the Indian context has



Commercial radio in the Indian context has

certain inherent characteristics. Its strengths lies

in:

Offering local coverage on its medium wave

channels;

Permeating all economic and social strata,

thereby reaching the masses;

Various formats. Radio is

Radio

Strengths & Weaknesses:



Special audiences.

Inexpensive – Affordable frequency

– Affordable production

Reaches mobile market

Scheduling & creative

flexibility Immediacy

Radio iscluttered

• Radio spots are

fleeting

Its daily frequency, offering scope for continued messages;

Broadcasting throughout the day so that messagemay be repeatedly broadcast;



Broadcasting throughout the day so that messagemay be repeatedly broadcast;

Reaching un-educated village folk who do notread print publication

BUYING RADIO

Before radio salespeople can convince clients to buy



Before radio salespeople can convince clients to buythe medium, they must put themselves in the place

of individual clients to determine how radio will

accomplish their marketing and advertising goals.

Generally, radio accomplished one of threefunctions for an advertiser:

It supplemented other media to add weight to a

schedule. It is particularly valuable for special sales



schedule. It is particularly valuable for special salesor to react to unanticipated marketing conditions.

Radio was valuable as a niche medium. As we have

seen, radio often reaches market segments that arenot heavy users of other media. For example, for

many teenagers radio is the primary medium, while

print is very ineffective.



Unless radio can create a value to the

other media, it is unlikely it will be a

part of media schedule



part of media schedule.

Fortunately, radio offers unique characteristics thatwill allow it to be considered for at least a secondary

role in the advertising plans of virtually all

advertisers.

Radio Creativity and Flexibility

Unlike other out-of-home messages, radio commercials are not static



g , but can be changed almost immediately to reflect different marketconditions or new competition.

The personal nature of radio, combined with its flexibility and

creativity, makes it a powerful medium for all types of advertisers and product categories.

One of radio’s greatest strengths is its flexibility. Copy changes can be made very quickly. When marketing conditions suddenly change,you can react instantly with radio.

The short lead time in production and copy changes is an enormous benefit to advertisers who may need last-minute adjustments to their sales messages.

The ability to anticipate or react to changing

conditions cannot be underestimated.

The simplicity of radio can be a major advantage in

making tactical marketing decisions.

Radio’s sense of immediately and flexibility all at



Radio s sense of immediately and flexibility, all at

a cost within the budget of even the smallest

advertiser, has made it an important part of the

strategy of many advertisers.

Television Buying

Television Rating Point: TV advertisers eveluate the



Television Rating Point: TV advertisers eveluate the

medium according to the delivery of certain target

audiences. In the case of networks and large affiliates,

advertisers tend to look for exposure to fairly broadaudience segments. The basic measure of television of

Television is the rating point. The rating expressed as a

percentage of some population (Usually TV households),

gives the advertiser a measure of coverage based on the potential of the market.

1. Share of audience:

Although the rating is the basic audience-



g g

measurement statistic for TV, another measure, the

share of audience ( or simple, share), is often used to

determine the success of a show.

The share is defined as the percentage of



p ghouseholds using television that are

watching a particular show.

It is used by advertisers to determine how a

show is doing against its direct competition.

2. Up-Front and scatter Buys:

Purchase of TV time by advertisers during the first

offering for the coming season by networks.



o e g o t e co g seaso by etwo s.

Among the major up-front trends are:

1. Greater demand for time

2. Agency using computer models called

optimizers which provides additional data to major

prime-time advertisers, which gives them

confidence to spread their budget.

3. Globalization

4. Special events

The up-front season is followed by a second phase known

as scatter plan buys. Scatter plans are usually bought on a

quarterly basis throughout the year.



They are designed for larger advertisers who want to take

advantage of changing marketing conditions or, more often,

for smaller advertisers who are shut out of upfront buys.

Generally, scatter plans will sell at a higher CPM than up-

front spots because there is less time inventory and smaller

advertisers do not have the leveraged to negotiate the CPM

levels of larger networks.

3. Negotiation:

N i i i h k h T l i i b i



Negotiation is the key to the Television buying.

Since each advertising package is unique to a

particular advertiser, there are no rate cards for network television advertising.

In Negotiation process advertisers negotiate for timeacross a number of Television options.

4. Spot Television Or Spot Buys

When national advertisers buy from local or

regional stations, the practice is known as spot



g , p p

television or spot buys. i.e. purchase of time from

a local or regional station, in contrast to

purchasing from a national network.

The term comes from the fact that advertisers are

spotting their advertising in certain markets as

contrasted to the blanket coverage offered by network

schedules.



The primary disadvantages of spot television arethat it requires a great deal more planning and

paperwork than National Network since each market

must be bought on a one-to-one basis and it is morecostly on a CPM basis than National Network buys.



3. Spot buys allow network advertisers to

control for uneven network ratings on a market-

by-market basis.



y

4. National advertisers can use spot to supportretails and provide localization for special marketing

circumstances.



6. Run of Schedule (ROS)

An advertiser can earn a lower rate by permitting a



An advertiser can earn a lower rate by permitting a

channel to run commercials at its convenience

whenever time is available rather than in a special

position.

7. Product protection:

Every advertiser wants to keep the advertising of



y p gcompetitive products as far away from its commercials as

possible.

This brings up the question of what protection againstcompetition an ad will get.

Although some station say that they will try to keepcompeting commercials 5 to 10 minutes apart, andguarantee that they will not run them back to back.

8. Stripping:

Scheduling a syndicated program on a five-day-



g y p g y

per-week basis. That is, they will run “Jassi” or

“Desh-Videsh”, Monday through Friday in the

same time slot.

This practice is called stripping since the show is

stripped across a time period.

It is cost efficient to buy fewer shows for multi-

showings and allows a station to build a

consistent audience for selling commercials topotential advertisers



f g potential advertisers.

Channels do not want huge rating or audiencecomposition swings from one day to another.

Merits and Demerits of TV

Advertising



Special Merits of TV:

TV has immense impact : No other medium canever complete TV as far as effective presentation

is concerned. It attracts attention immediately.

Computer graphics has made it still more

effective.

It arouses interest in the product. In printads these two steps require deliberation



ads, these two steps require deliberation.

Here it comes spontaneously. TVcommercials and sponsored programmesare impactive; even when the viewer istemporarily not before the set.

Excellent Quality of Production: TV’s sponsored programmes and DD programmes have

been improving in terms of quality content wise as well

as product wise consistently over a period of time.

The agency exercises overall supervision. We have cadreof TV producers now Sometimes the movie moghuls



of TV producers now. Sometimes the movie moghuls

themselves produce a TV serial (e.g. Sagar produced

Ramayana and B. R. Copra the Mahabharat). So skilled

hands this medium.

Some sponsored programmes are lavishly made. They

do a lot of outdoor shooting. But most of the

programmes are indoor shot programmes.

Familiar, Friendly Voices: Here the models are all

familiar and their presence is reassuring. The audience likesthe face, and welcomes it. We thus see Karan Lunel, MayaAlagh, Malavika, Suchitra Krishnamurthy, KavitaChowdhary (Lalitaji) Kittoo (Kaushalya) Gidwani, Juhi

Chawla. After all, it is an entertainment medium. The modelattracts attention in his or her own right It adds to our



attracts attention in his or her own right. It adds to our pleasure. This is a distinct advantage of TV.

Retailers also watch TV : Both consumers and

distributors are TV viewers. The retailers might miss out theads in print media. But they are exposed to TV ads. Thusthey fell inclined to stock these products. Nand KishoreKhanna & Sons, a local firm making Homacol liquid soap

has definitely improved its distribution after TV advertising.The single medium does a double job.

It is a Comprehensive Technique: In TV, there is a

unique blend of sight, colour, movement, sound, timing,

repetition and presentation in the home. Put together it has

more attributes than any other medium. It, therefore,

produces quick results. Only the product should be anationally marketed consumer product.



Evocation of Experience: it stimulates the experience

of using and owning the product.

Demonstration: Product benefits can be shown most

effectively by TV. Benefits may accrue over a period of

time. But by using the technique of time compression,

product benefits can be shown in a 10 second spot.

Creative use of Environment and Mental Make-up of

Viewers: The editorial environment of a sponsored programme can be creatively used to produce a commercial, e.g., circus artistes can beshown using ACTION shoes before the teleserial of CIRCUS.

Animation: It is possible to vest the product/logo with human

qualities. Animated characters do not alienate us. Image Building : TV succeeds in building a powerful image of the



g g g p gcompany and its products. It can also project an image of the usersrendering it excellent for life-style advertising.

Emotional Content :TV triggers off nostalgia, tenderness,

generosity kindness and such other emotions. The special effectsenhance the impact. ‘You have to be extremely genuine on TV. Theslightest put-up is easily captured on the camera’-Amin Sayani whilespeaking to Alyque in Dream Merchants.

Special Demerits of TV Ads It takes time to produce commercials and

sponsored programmes: This medium requires



planning and deliberation. The consent for

sponsorship is hard to come by. It lacks the

flexibility of press and radio. If not rightly produced, the ads look very crude. But once

produced as per our requirements, these ads can be

repeated over a period of time (Nirma ad).

It is a transient medium: Here the commercial

flickers for a few seconds and goes off the air. We

work over hard with insistent jingles and repeated

sales message. Sometimes, the commercial is

repeated frequently. TV ads alone may not beffi i Th d i d i h di



sufficient. They need supportive ads in other media.

More than one or two spots are necessary to be as

noticeable as one insertion in print.

Time gap to purchasing : If TV advertisement sinks into

the mind, it is okay. But otherwise, a mind that is well prepared for buying a certain product cannot do soimmediately because there is a night to go by and only nextmorning the action can be taken. By that times, we mightnot have kept, the product in mind.

The ‘buy now’ pressure exerted on the TV viewers is totallywasted because the stimulus is often lost by the following



wasted because the stimulus is often lost by the followingmorning. This is one of the reason why TV needs a veryhigh frequency to sustain the impact.

An immobile medium: Radio can be listened to either incar or while walking. Newspapers are read in locals, inoffices and at many other locations. Right now, TV iswatched only at home. It requires a captive audience. It

penetrates the home. This is an advantage as well as adisadvantage.

Difficult to gain enquiries: TV restricts itself to typical

purchases. Detailed enquiries cannot come. It is difficult tonote either the telephone number or the address.

Another major problem is that too much is compressed in aTV commercial lasting for a few seconds. It is a digest, and

is easily assimilated and absorbed. At first viewing, there isnovelty But on absorption this wears off On repeated



novelty. But on absorption, this wears off. On repeatedviewing, it becomes monotonous. Everything is anticipated.This problem can be overcome if we can serialize a

commercial. It is better to produce several less ambitiousfilms than to produce one super production. Slight changesmake all the difference in results.

Time Constraint : In a few seconds, we can put forward

only one selling proposition.

Production Costs: Cost of producing a commercial is

high as compared to costs of the print production. The paying capacity of the client, the prevailing rates in themarket, the nature of the product, and the commercialvalues of the programme that accompanies the commercialdetermine the final production cost.

Hardware Capability: The T.V. set of the viewer and itstechnical capabilit determine the o erall impact of the



technical capability determine the overall impact of thecommercial. Cinema can afford the luxury of long shots, butnot a T.V commercial. All commercials should be tested in

real life situations, mostly on portable B & W sets. Thecolour reproduction is controlled in the print media, but oncolour T.V. set the capability of the set itself determines thecolour reproduction.

Statutory Controls: T.V. commercials have to conformto a broadcast code strictly.

Fragmentation of Audiences: All channels have a

diversity of programs to attract viewers. They intend

to penetrate the viewers of other channels by a

diverse program mix. This channels penetration at

the same time gives program options. This naturallyleads to fragmentation of audiences and lower



leads to fragmentation of audiences and lower

regularities of viewership. I is difficult to convey a

message in such a situation. It can prove a blessingin disguise for the print media. The relationship with

T.V. is extremely flirtatious.

Effect of Clutter : the viewership of commercials

is less than the viewership of the programme whichaccompanies them. The lengthier the chain of commercials, the less is the viewership. Several

studies in India have shown that the total audiencefor commercial for an average T.V. programme is



substantially lower than that of the programme,sometimes below over 50 per cent. The figure is

further eroded due to a large passive audiences of the total commercial audience. The duration of acommercial does not seem to play a significant rolein brand name recall. Top rate programmes on anychannels have high clutter leading to poor andrecall.

1. Network television advertising :Network

audience continues to decline slightly after a decade

of significant slippage. However, network

advertising still delivers a huge audience, especially

for top-rated shows. Network television is a mediumf h



for heavy

hitters.

Fewer than 700 companies use network television,

and the top 10 network

advertiser is willing g to I vest millions of dollars,

network advertising is probably not a

viable option.

2. Local and cable advertising :

The proliferation of nonnetwork options has made

television a practical alternative for many

advertisers formerly shut out of the medium.

However, many (most) of theses options draw very



, y ( ) p y

small audience. On a CPM basis advertising

independent stations local cable outlets and many

cable networks are paying a premium for the

viewers they reach.

In some cases audience selectively partially offsets

this high CPM. In other cases, advertisers simply are

lured by the glamour of television without

realistically figuring its cost.

Impact Fleeting

Television

Strengths Weaknesses:



Impact

Market coverage

Intrusive Flexible

Cost-efficient (CPM)

Prestigious

g

Expensive – Big shows.

Big Bucks. – Production can

be expensive

Best shows havelimited availability

VIDEO

Advantages of Video as an Advertising Medium

1. Cost. It is mush cheaper than TV. While a 10 sec spot on the

National Network in the 9 pm slot costs Rs. 90,000, thecomparative cost on a video cassette works out to be just rs.



6,000. According to a study done a 30 sec spot per thousand

viewers on video costs merely Rs. 6 compared to Rs. 11 and

Rs. 13 on TV and Cinema. 2. Segmentation. Video offers segmentation depending upon

the type of movies and languages. An English movie will have

a different clientele than a Marathi or a Hindi one while the

profile of viewers of Newstrack would be different from theclientele for star buzz.

3. Situational Advertising. It is possible to insert an ad

before or after as appropriate situation. For eg. KaranKapoor’s Bombay Dying spot appeared just before he madean entry in his maiden film Loha, while the Burnol spotsshown just when a character in the film suffered burns.

4. Coverage. Video has been used effectively by companiesapproaching the rural market. Armed with video cassettes of films and commercials of their product (called video yatra)



films and commercials of their product (called video yatra)they have captivated the rural audience. The number of video sets is also on the increase. A survey done by Mode

Services in mid 87 puts the numbers at 1.8 million. Each Agrade movie is transferred to about 10 to 20 thousandscassettes. Some movies such as Shahenshah had 70 to 90thousands copies. This ensures a wide coverage.

Limitations of video as an Advertising Medium 1. Zapping. The fast forward control has been a problem area for a

advertisers. to overcome this computers have been used to super impose ads on the frame of the film itself.

2. Short Life. A large number of films are released every month and

the life of a new film is somewhere between one week and twomonths. At the end of this period the pirated cassettes will have someanother films taped on them Thus while new films have large



another films taped on them. Thus while new films have largeviewership and are ideal for a number of campaign, several media

planners prefer old evergreen films for long term objectives

3. Variety. Though there are several video magazines the ads are more popular in film based cassettes. This limits the market penetration inup-market segments. The alternative is the English feature filmswhich can reach the up- market consumers. But the poor quality of films imported by the National Film Development corporation

(NFDC) has been a handicap.

4. Interference with Entertainment. Too much

advertising on video has a nuisance value especially

ads superimposed on the movie

5. Boredom Watching the same as again and again

leads to boredom and negative appeal.



6. Pirated Cassettes. This can be termed as an

advantage since more people watch the cassette than

originally paid for. But in most of these films theads are edited poorly which may spoil the image of

the product.

8. OUTDOOR ADVERTISING Out-of home media include outdoor posters (Billboards,

Painted Bulletins and on-and-of premise signs of alldescriptions Whatever may be the slight difference in the



descriptions. Whatever may be the slight difference in the

interpretation, all outdoor ads have no editorial vehicle to

carry the messages.

The viewer has to incur no expenditure, nor has he to

make any effort to see an outdoor advertising, where as

this is not so with other media. An ad message is not

brought to the audience, it is audience who go themessage, though they view it in the course of their other

activities.

Outdoor ads offer repeat opportunities for looking at

the ad messages, either at the same place on an

identical Billboard at another location.

Only such Billboards are qualified as outdoor

media. Roadside and on premises devices, which arenot of standard sizes and/or designs are not



not of standard sizes and/or designs, are not

classified strictly as outdoor ad. They are referred to

as signs. These media can at the best be called Out-of Home (OOH) media.

What is a Billboard? Outdoor advertising is mostly Billboard

advertising. The first use of this advertising was inti th t i l Th l bill



promoting theatrical programmes. The playbill

was pasted outside the theatre, so that passerby

could see it. This was done to promote attendanceat these theatrical performances, and was no doubt

a primitive form of advertising; but it is existence

even today. The “bills” were pasted on walls,fences or on boards around the town.

The following are the advantages of theoutdoor media The outdoor offers long life. With proper

placement, a broad base of exposure is possible in

local markets, with both day & night presence. So,it will yield high levels of reach



it will yield high levels of reach. Frequency of high levels is also established because

purchase cycles are typically for 30-days periods,and hence consumers are usually exposed a number of times.

It offers geographic selectivity. Local, regional or

even national markets may be covered. It may be placed along highways, near stores, importanttraffic intersections or on mobile billboards.



The outdoor offers impact and can thus create high levels of

awareness. Shoppers are exposed to last minute reminders by outdoor advertising when they are driving down to the

stores or a shopping centre. Outdoor displays are in large

size and in bright colour, and have a provocative message-

all of which make a good impact on prospective customers.

O td d ti i ll f h d li di l f th



Outdoor advertising allows for a psychedelic display of the

product, trademark and slogan.

Life-like Visuals and Lifestyle Advertising: Newtechnology makes it easier to advertise the branch on

hoardings. It reinforces the TV and Print advertising.

Outdoor alone among all other media generates for the local

governments and civic bodies.

Disadvantages of outdoor media Waste Coverage: While it is possible to reach

specific audiences, in many cases the purchase

of outdoor results in a high degree of wastecoverage It is not likely that everyone going



coverage. It is not likely that everyone going

past it is a part of the target market.

Limited message capabilities: Because of thespeed with which most people pass by outdoor

ads, exposure time is short, so messages are

limited to a few words and/or an illustration.Lengthy appeals are not likely to be effective.

Wearout: Because of the high frequency of exposures, outdoor may lead to a quick

wearout. People are likely to get tired of

seeing the same ad every day. Measurement problems: The accuracy of



p y

measuring reach, frequency and other effects

is a problem.

Additional Out-of-home Media Aerial Advertising: Skywriting, airplanes

pulling banners and blimps constitute for

another form of outdoor advertising. Thesemedia are useful in reaching specific target



media are useful in reaching specific target

markets.

Mobile Billboards: This is another popular form of outdoor media. Costs depend on the

area and the fees for the mobile board.

Transit Advertising Transit advertising encompasses a number of

formats and distinctly different advertising vehicles.Among the major forms of transit advertising are the

following: Bus exteriors



Taxi exteriors Bus and commuter rail interiors

Commuter station posters Miscellaneous displays such as terminal clocks and

air terminal posters The king-sized posters dominate bus advertising

space and are the most used format for both nationaland local transit advertisers.

Transit provides a number of advantages toadvertisers and, although still a small medium

by total advertising standards, has grown at asignificant rate in the past several years.Estimated revenues for transit areapproximately $300 million. The popularity of transit advertising are due to a number of



gfactors:

Transit prices have low overall cost and CPM levels. Transit prices are even lower thantraditional outdoor, less than $1 CPM in manymarkets.

Transit reaches prospects in the market placeand is attracting an increasingly upscaleaudience as public transportation becomesmore popular in many cities.

In the case of interior signs, advertisers arereaching a captive audience of riders whoaverage almost 20 minutes per trip. The natureof transit audience allows somewhat longer

messages than outdoor signs. Creative opportunities are increasing. TheNew York subway system recently approved a



New York subway system recently approved a plan to install lighted station posters that were

purchased by major advertisers such as THEGAP AND CALVIN The repetitive nature of the transit audience quickly

builds high levels of frequency over relatively short periods.

Transit advertising provides a low-costoption for reaching a mobile, urban

audience. With likelihood that mass transit

will be more popular in the coming years;the growth of transit advertising is assured.



g g

Added to its ability to reach this audience is

the fact that municipal governments areseeking new sources of revenue and transit

advertising rental space is one that is readily

available.

Types of transit advertising Interior cards or car cards

Exterior posters Station, Platform and Terminal Poster



Bus and Railway Tickets

Interior Cards or Car Cards. Buses and subways

usually have overhead and wall mountings for advertising. Local trains also have advertising space

on their walls. These are specially useful when

catering for specific target group such as women.

The ads can be placed inside the women’s

compartments of the local trains Unlike the posters



compartments of the local trains. Unlike the posters

which cannot be read at length, commuters in train

have ample time to read the ad. And therefore alonger copy can be used. Situational-specific

advertising can also be used, for instance Godrej has

used car cards very effectively. Car may be spoilt

and disfigured by mischievous youngsters.

The train route is drawn and below that the product is advertised. This ensures that

commuters referring to the map will notice the

product for its marvel soap. Godrej used the ad

line “After the hot sticky journey you need the

creamy freshness of Marvel ”



creamy freshness of Marvel.

The main disadvantage of this medium is that

the ads environment is not pleasing for most

commuters and is not a very pleasurable

experience. This may put them in hostile frame

of mind.

Exterior Posters. Buses also have display adson the outside space. Trains are painted with

the messages of advertisers and so are cabs.

The outside posters may appear on yhe sides, backs, and/or roofs of buses, taxis, trains and

b



subway cars.

The increasing sophistication of this medium

is visibly seen in this form of advertising

through innovative techniques such as

animation, vibrant colors, and lighting.

Space is sold in blocks of time, with cost

dependent on the neighborhood it travels.

This medium is not useful during the rainy

season as maintenance cost increases. It has alsonot succeeded in rural areas and semi-urban areas

where the state transport buses ply. This is

because the roads are so dusty that the buses getvery dirty and the advertised message loses its



appeal.

Stations, Platform, and Terminal Posters: Floor displays, electronic signs and other forms of

advertising that appear in train or subway

stations, airline terminals, and the like forms of

transit advertising. They can be made in a veryattractive manner so as to get the attention of the

audiences.

Advantages & Disadvantages of Transit

Advertising

1. Exposure: Long length of exposure. The long

drive will expose the message for a long time

and thus allowing more exposure time to a

captive audience



captive audience.

2. Frequency: Since daily routines are standard,

audiences will be exposed to the message

repeatedly.

3. Timeliness: An ad promoting a product or

service at a particular area could be a verytimely communication.

4. Geographic selectivity: Transit advertising canreach a very select section of the population.

5. Cost: Transit advertising tends to be one of the

least expensive media.Disadvantages :



1. Image Factors

2. Reach3. Waste Coverage

4. Mood of the audience

Direct Response Direct-response advertising can reach virtually any

demographic, product user, or even lifestyle segments

with extreme accuracy. It is a medium particularly

attuned to the target marketing philosophy of the 1990sand has shown significant growth in the past decade.

Ad f Di Ad i i



Advantages of Direct Advertising

1. Market Segmentation. It is possible to

prepare mailing list spread across different

geographical areas depending upon your target

market. This is specially useful in India where

people speak different language and come fromacross cultural backgrounds.

2. Personal Touch. Direct ad has personal

touch and that appeal to consumers. It is

possible to select from mailing lists and

addresses letters individually. Reading every

name on the cover and several times in theletter flatters the consumer and creates the



letter flatters the consumer and creates the

right atmosphere to sell the product idea.

3. Complete attention. Unlike TV where adsis mixed with entertaining and newspaper

where it is read along serious news, direct ads

is read with minimum distractions.

4. Flexibility. Unlike the print medium where thead is constrained by limitations of size and space

available, literature in direct ad can come in

different forms, shapes and sizes.

5. Testing the Advertisement. It is the most

appropriate method of testing effectiveness by



appropriate method of testing effectiveness by

“keying” different mailers. It is possible to

measures which ad got the maximum response. 6. Confidentiality. It is possible to control the

type of audience that will be exposed to your ad

message. This ensures relative secrecy and it is possible to keep the rivals guessing about your

sales pitch.

7. An Aid to Sales People. A direct mailer

preceded by a sales persons visit makes it easier

for the sales person.

8. Industrial Advertising. Direct mailers are useful

while advertising industrial products which can be explained in detail in categories.



p g

9. Local Advertising. This medium is used by a

local advertiser such as retailers, tuition andcoaching classes, gyms and hobby classes. The

opening of new outlets, discount sales and other

special offers are also made using this medium.

10. Economical. When the market is small and can be

identical it is useful to use this medium.

11. Legal Restrictions. MRTP and other legal

restrictions disallow advertising by pharmaceutical

companies for products other than OTC for exampleCrocin or Vicks VapoRub. Professionals such as

d t d l l t d ti th i



doctors and lawyers also cannot advertise their

services. Such classes of advertisers find direct

advertising most suitable.

Limitations of Direct Advertising

Mailing List. The success of direct ad depends

upon the mailing list. If the mailing list is

comprehensive and complete and it reaches thetarget market it can be effective. In India with

limitations of comp ter facilities and acc rate



limitations of computer facilities and accurate

secondary data about consumers’ demographic

profile it is difficult to prepare a suitablemailing list.

Cost: Cost per thousand is definitely more

expensive than other media that is when largenumbers of people have to be reached this

medium is not suitable.

Reader Involvement: When too many mailersare received reader involvement reduces and

they tend to throw away the sales letters even

before opening them.

Cost of Production: Brochures and catalogues

produced in colour on art paper can be very



produced in colour on art-paper can be very

expensive and cannot be used by small firms.

Point-of-purchase advertising Point-of-purchase advertising (POP) is an essential

part of any sales promotion strategy for products

sold through stores. It provides a final, all-important

step in the process of capitalizing on brandawareness and influencing individual purchasing

d i i



decisions.

POP advertising is both a part of the integrated

marketing mix and an impulse stimulant. What sets

POP advertising apart from other forms of

promotional activity is its ability to influence the

purchasing decision at the very moment theconsumer is selecting a product.

That distinction is reflected in the following

definition of POP from the Point-of-Purchase

Advertising Institute (POPAI): Displays,

signs, structures, and devices that are

promotional, and are used to identify,advertise, or merchandise an outlet, service, or



, , ,

product and serve as an aid to retail selling.

The key word here is promotional. Merelystocking a shelf with soap or cereal doesn't

make for POP. Nor does a sign that says "Meat

Department."

But within POP (sometimes known as point-of-sale

advertising) are dozens of bright, colorful,

sometimes zany items used to encourage the sale of

individual brands, product lines, or even entire

product categories. MAJOR TYPES OF POP



1. Signs differ from displays in that the messages on

them are more general. They may serve notice that agiven brand is being promoted or simply direct

shoppers to an area of the store where a product is

on sale. Signs attached to a display may include

price or other information about the product.

Shelf media, such as shelf-talkers and shelf strips, may be

attached to existing fixtures, and they don't take up preciousfloor, wall, or counter space.

2. Windows Displays.

These are very popular methods used by chemists’department stores showrooms. In fact the term “Window

Shopping” has been used to describe “the pull“these



Shopping has been used to describe the pull these

attractive window-displays exert on every passes-by.

Window display contents are used by manufactures to promote retailers to display their products attractively. At

present Wipro’s BabyCare product have grabbed window

displays at chemists outlets.

3. Displays Cards.

These are elaborate cut-out models that are placed

outside the retail outlet or placed near the cash-

counters.

Frooti, a tetra bricks pack soft drink used thismedium effectively.



Huge cut-outs of the model drinking Frooti were

placed besides boxes filled with hay and foorti packs. This gave an impression that Foorti was as fresh as

mangoes.

4. Wall Displays. Here the folders may be stringed placed across the wall

5. Merchandising of Racks and Cases. The manufactures

may supply the display racks for their products. The round

jar of Cadbury’s Eclairs placed besides the cash counters

the racks to display Maggi Soups and the huge hamper

with Maggi Noodles swinging at the doorway of the retail

outlets are striking examples.

6 In store Commercials This is the latest form of P O P



6. In store Commercials. This is the latest form of P.O.P

advertising. The commercials are viewed by consumers

within the store and act as sales people trying to effect asale. Electronically operated display panels near cash

counters or small screens near shelf-spaces can be used to

exhibit the commercials. These are common in

supermarkets.

Advantages of P.O.P Advertising 1. It is the last advertising opportunity before the

purchase and therefore the manufactures has to

hardsell.

2. The P.O.P material is generally similar to the press

and TV advertisements and therefore acts as a



and TV advertisements and therefore acts as a

reminder of mass advertising.

3. It provides information and identification of the brand its image.

4. the most important advantage is that it increases the

sales turnover and makes their outlets attractive.

5.Retailers recognize the value of P.O.P as it increases the

sales turnover and makes their outlets attractive.

6. Sales promotion contents can be successful by P.O.P

material, for example: A retailer may display the latest

Pepsi promotional campaign.7. At times it can be economical and convenient for the



retailer to use P.O.P material, for Example: A

manufacturer may be willing to supply one with

advertising for his brand, at a cost lower than a retailer

would pay for one without advertising. In short P.O.P

advertising acts as a dealer aid as well as stimulant for

consumers

8. Manufacturers need not depend upon retailers to

push their brands as the P.O.P acts as a pulltechnique.

9. As organized retail such as Big Bazar increases,

self service will become the order of the day.This increases the importance of P.O.P



advertising.

Limitations of P.O.P Advertising

1. With growing competition manufactures are

fighting for limited retail spaces. This increasesthe clout of retailers.

2. P.O.P material is useful only when it is placed

at a high level or in an attractive manner. This

may not be always possible.

3. A clutter of too many P.O.P materials may

confuse the consumer.

4 Retailers are not too bothered about installing



4. Retailers are not too bothered about installing

the display and when one salesman installs the

P.O.P materials, the next salesman from thenext sales firm replaces the display with his

own. This limits the life of the P.O.P materials.

5. Wall displays and signs may get damaged or may deteriorate.

6.Display racks may misused by stocking it with

competitive merchandise

7. Retailers usually do not pay for P.O.P

material and therefore may not use it correctly

and effectively.

8 Large manufacturers having a long term



8. Large manufacturers having a long term

relationship with the retailers and financial

clout may enjoy premium places for their displays to the disadvantage of smaller

manufacturers

Internet as an emerging medium

in India The internet is one of the emerging mediums in

India as of today. Like many other media it too

has its advantages and disadvantages in the

below mentioned areas:



below mentioned areas:

Advantages:

Effective targeting – the internet as a medium

poses an advantage in this aspect as the kind of

people visiting a site or surfing the web can be

determined and defined much better and easier

then other mediums. However, one must

remember that majority of the people on the net

are educated and from urban backgrounds. So it

makes sense only for those who are looking at

this target audience to advertise on the net.

Eg. It doesn’t make much sense for lifebuoy to

advertise on the net.



Flexibility of execution - theoretically, internet

as a medium provides one with a good amount

of flexibility of execution. One can

communicate its message in the form of printor one can create a whole audio-visual



Growth: However in future one expects the medium to

grow across sections of society. The Internet is the

ultimate research tool, with its ability to measure exactly

how many people used the medium and or purchased a

product The Internet is among the most flexible media,with an ability to immediately change copy in reaction to

market and competitive conditions.



market and competitive conditions.

Reach: one of the main advantages of the medium is that it

exposes you to the world. The knowledge you can obtainfrom the internet is close to infinite. Anyone in the world

can see your website; see your ad [even if it is a little

banner on a small site]. It is also a medium where you can

communicate to a specific target audience.

Cheaper medium to advertise: It is a relatively

cheaper medium to advertise.

Disadvantages:

To this point, the Internet is mostly promise rather

than performance. It is difficult to determine theeffectiveness of the service because it is largely

experimental in a commercial sense



experimental in a commercial sense.

Connectivity with respect to India – this is one of

the main disadvantages of advertising on this

medium. Its presence in the rural areas is nonexistent

and in the urban areas a lot is left to be desired

Despite the growing popularity of the Internet as a means

of informal communication, many consumers are still

reluctant to use the service for purchasing products and

services. In particular, consumers seem reluctant to give

their credit card numbers over the Internet, even though

secure sites are available.



The sheer number of commercial and non-commercial web

sites makes it difficult for consumers to know what isavailable or, once know, have much time to spend with any

single site.

The limitations are that it is not widespread in

the country. It is almost redundant for rural

advertising. The fact that you cannot do more

than animations of a website is a

disadvantage. There are several other disadvantages but over



g

a period of time this medium is bound to

Media Planning 01

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