MODULE 8

MEDIA STRATEGY
• Media: General communication methods that
carry advertising messages
• Vehicles: Specific broadcast or print choices in
which advertisements are placed
• Any environment in which messages can be sung,
blared, written, or communicated in any other
form is a medium
• Major advertising media: TV, Radio, Newspaper,
Magazine, Out-of-home
• Choice of medium: Target audience, Advertising
objectives, Budget
 MEDIUM 2007 2006

PRINT 8470 7000

TV 7110 6000

OUTDOOR 1275 1000

RADIO 480 28

INTERNET 250 165

CINEMA 104.5 55

TOTAL 17690 14505

INDIAN ADVERTISING INDUSTRY

 OUT-OF-HOME / OUTDOOR

• Seen outside homes

• Billboards (Unipoles, Trisigns, Hoardings, Display
boards, Glow sign boards)
• Street furniture (Bus shelters, Pole kiosk / Median
unipoles, Median railings, Gantry)
• Digital displays (adfotainment) and LEDs
• Transit media (Mobile vans, Railway glow signs,
Railway scrollers)
• T-shirts, Blimps (Giant inflatables), Pillar wraps
• Mostly supplementary medium
• Billboard advertising: Name recognition
Poster panels and Painted bulletins
• Times OOH, TDI India, Accord advertising,
Selvel, Vantage, Pioneer, Parivartan, Laqshya,
Clear Channel
• 7% ad share and growth of 28% last year
• HDFC, SBI, Times Of India, Nokia, Sony TV, Idea,
MTNL Titan, Reliance, HT, Airtel , HSBC, Hitachi,
Colgate Palmolive, Raymond, Mcdonald’s , Zee
Music, U.T.I,. Larsen & Toubro, Surf, Parag, ONGC,
Bizzare
• Buying outdoor space: From Plants – Companies that
own billboards
• Strengths – Reach, Cost, Flexibility, Product
identification, Reminder before purchase
• Weaknesses – Nonselectivity, Measurement,
Exposure time, Regulations
MOBILE VAN OUTSIDE DOMESTIC AIRPORT TERMINAL
(Transit advertising)
UNIPOLE MEDIAN RAILING
(Hoarding) (Street furniture)
 GANTRY
(Street furniture)
VERTICAL HOARDING INSIDE ANSAL’S PLAZA
VERTICAL HOARDING / FLAGS
OUTSIDE ANSAL PLAZA
PODIUM IN A CINEMA HALL
MOTION DISPLAY
(Digital display)
POLE KIOSKS / MEDIAN UNIPLOES
BUS SHELTER (Street furniture)
 NEWSPAPERS
• Buying newspaper space – Agencies
• Circulation, Image, Audience characteristics,
Cost
• ROP (Run of press)
• Strengths – Coverage, Mental frame, Detailed
copy, Timeliness
• Limitations – Clutter, Not selective, Changing
composition of readers
 MAGAZINES
• Mass medium to Special interest magazines
• Media kit for advertisers – Rate card,
Demographics (Time, BI)
• Strengths – Large audience, Selectivity, Long
life, Detailed information , Greater
involvement for readers, Can enhance
involvement
• Weaknesses – Not intrusive, Long lead times,
Variation in circulation
 RADIO

• Radio re-emergence in India

• Station format, Cost, Choice of geographic
areas, Choice of day part
• Strengths – Personal and intimate level,
Economy, Short lead times, Transfer images
from TV advertising
• Weaknesses – Clutter, Unable to employ
visualization, Audience fragmentation
 TELEVISION
• Different programming segments:
Prime time, Daytime, Fringe time
• Alternate outlets for TV commercials:
Network TV advertising, Spot TV advertising/ Local
TV advertising
• Strengths – Demonstrate, Intrusion value, Entertain
and excite, Ability to use emotions, Effective for
sales force and trade, Impact
• Weaknesses – Cost, Audience fractionalization,
Clutter
• Infomercials – Full length commercial
segments run on cable TV (combine news and
entertainment)

INTERACTIVE ADVERTISING MEDIA

• CD-ROM
• Virtual reality
• The internet
• Yellow pages
• In-film product placement
• Innovative media