CONCEPT OF MEDIA, INGREDIENTS OF MEDIA SELECTION, MEDIA PLANNING PROCESS AND TYPES OF MEDIA

Submitted to: Prof. Dr. Nischay Upmanyu

Submitted by Saista Nasir Abhishek Jain

Media Terminology
Media Planning Media Objectives Media Strategy A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts

Media

Broadcast Media

Media Terminology
Print Media Publications such as newspapers, magazines, direct mail, outdoor, etc.

Media Vehicle

The specific carrier within a medium category

Reach

Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period

Coverage

Frequency

Concept of Media
Mass media consists of the various means by which information

reaches large numbers of people, such as

Television Radio Movies Newspapers

Internet.

Ingredients Of Media Selection

Nature of Product

Nature of Customer
Age Level of education No. of customer Distribution of product Advertising objectives

 Nature of message Media used by competitors Media availability Media reach and coverage

Media Cost
Media frequency

Media Image

Meaning of Media Planning

The process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective

The process of evaluating and selecting the media mix

that will deliver a clear, consistent, compelling message

to the intended audience.

Media Planning Process

Market Analyze the the Market Establish Media Objectives Develop Media Media Strategy Strategy Develop ImplementMedia MediaStrategy Strategy Implement Evaluate Performance

Types Of Media
Print Media
Newspaper Magazines All the other type of publications ( e.g.House Journals)

Electronic Media
Radio Television

Cinema (Media)

Outdoor Media
Hoardings Banner Neon Sign Boards Posters Glow sign

Transit media
Car cards Exterior displays Station Posters

Direct Marketing Personal Selling Telephone marketing Direct mail marketing Catalogue marketing Online marketing

Television Pros and Cons

Advantages
Mass MassCoverage Coverage High Reach Impact of ofSight, Sight,Sound Sound Impact and Motion Motion and High Prestige High Prestige Low LowCost CostPer PerExposure Exposure Attention Getting Attention Getting Favorable Image Favorable Image

Disadvantages
Low LowSelectivity Selectivity Short Message Life Short Message Life High Cost HighAbsolute Absolute Cost High Production Cost High Production Cost

Clutter

Radio Pros and Cons

Advantages
Local Coverage Local Coverage Low LowCost Cost Frequency High Frequency Flexible Flexible Production Cost Low Production Cost Well-segmented Audience Well-segmented Audience

Disadvantages
Audio Only Audio Only Clutter Clutter Attention Getting Low Attention Getting

Fleeting Message

Magazine Pros and Cons

Advantages
Segmentation Potential Segmentation Potential Quality Reproduction Quality Reproduction High Content HighInformation Information Content Longevity Longevity Multiple Readers Multiple Readers

Disadvantages
LongLead Lead Time Long Time for for Ad AdPlacement Placement
Visual Only Visual Only

Lack of Flexibility

Newspaper Pros and Cons

Advantages
High Coverage Low Cost Short Lead Time for Placing Ads Ads Can Be Placed in Interest Sections Timely (Current Ads) Reader Controls Exposure Can Be Used for Coupons

Disadvantages
Short Life Clutter

Low Attention Getting

Poor Reproduction Quality Selective Reader Exposure

Outdoor Pros and Cons

Advantages
Location Specific High Repetition Easily Noticed

Disadvantages
Sort Exposure Time Short Ads

Poor Image
Local Restrictions

Direct Mail Pros and Cons

Advantages
High Selectivity Reader Controls Exposure High Information Content Repeat Exposure Opportunities

Disadvantages
High Cost Per Contact Poor Image (Junk Mail) Clutter

Internet Pros and Cons

Advantages
User Selects Product Information User Attention and Involvement Interactive Relationship Direct Selling Potential Flexible Message Platform

Disadvantages
Limited Creative Capabilities Websnarl (Crowded Access)

Technology Limitations
Few Valid Measurement Techniques Limited Reach

Transit media Pros and Cons

Advantages
Cost effective Exposure and Repetitiveness Interactive Reach Large Relationship Audience

Disadvantages
Limited Creative Capabilities On the negative side, Transit advertising is limited to urban areas and there is a little validated information on its effectiveness essentially, it is a supplementary medium for national advertisers although it ay be used as the primary medium for local firms.

Cinema media Pros and Cons

Advantages
Wide Range User Attention and Involvement Helpful For Niche Marketing Interactive Relationship Economical

Disadvantages
Limiteddon't People Creative likeCapabilities the adverts

Benefits of Direct Marketing

Buyers Benefits
Convenient Easy & Private Product Access
Wide Selection Option Abundance of Information Interactive & Immediate

Sellers Benefits
One-to-one Consumer Relationship Building

Reduced Costs (no intermediaries) Increased Speed & Efficiency

Flexibility

Immediate and Direct Response Global Medium

Disadvantage of Direct Marketing

Limited Reach Customer Rejection Expensive Low Response

Thank You