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Contemporary IssueContemporary Issue
OnOn
Recent Advertising MediaRecent Advertising Media
Submitted By: - Submitted To:-
Aman Gupta Dr. Sharmila Gaur
MBA II Sem Lecturer
SIMCS
B.R. Shah M.B.A. Block, Rambagh Circle,
Jaipur, Rajasthan, India-302004 Phone: 91-141-2573808, 5118808
Fax : 91-141-2570237 E-mail : simcsjaipur@hotmail.com

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ObjectivesObjectives
 Describe the four major traditional advertising media.Describe the four major traditional advertising media.
 Discuss newspaper advertising and its strengths andDiscuss newspaper advertising and its strengths and
limitations.limitations.
 Evaluate magazine advertising and its strengths andEvaluate magazine advertising and its strengths and
limitations.limitations.
 Discuss radio advertising and its strengths and limitationsDiscuss radio advertising and its strengths and limitations
 Discuss television advertising and its strengths andDiscuss television advertising and its strengths and
limitationslimitations

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OverviewOverview
 The overall value of an advertising medium depends onThe overall value of an advertising medium depends on
The advertiser's specific needs in a particularThe advertiser's specific needs in a particular
situationsituation
The overall budget available for advertising brandThe overall budget available for advertising brand

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Achieving AdvertisingAchieving Advertising
ObjectivesObjectives
 Attention is selective and focusedAttention is selective and focused
 Impact dissipates over timeImpact dissipates over time
 Maximize exposureMaximize exposure
– Run ads over longer period of timeRun ads over longer period of time
– Place ads in multiple outletsPlace ads in multiple outlets

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Advertisers attempt to select the media and vehicles
whose characteristics are most compatible with the
advertised brand in reaching its target audience and
conveying its intended message
Four Major Advertising MediaFour Major Advertising Media
Magazines
Radio
Newspaper
Television

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Which Media Do It Best?Which Media Do It Best?
•Consider:
Advertiser’s objectives
Creative needs
Competitive challenge
Budget availability

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The advertiser must weight:The advertiser must weight:
1.1. The size of the potential audience that a vehicleThe size of the potential audience that a vehicle
might reachmight reach
2.2. The attractiveness of its coverage as revealed byThe attractiveness of its coverage as revealed by
the total product purchasers exposed to thatthe total product purchasers exposed to that
vehicle and compared with other mediavehicle and compared with other media
3.3. Its cost compared with other vehiclesIts cost compared with other vehicles
4.4. Its appropriateness for the advertised brandIts appropriateness for the advertised brand

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InformationsInformations
 The production cost is expensiveThe production cost is expensive
 Especially effective promotional tool for moving merchandiseEspecially effective promotional tool for moving merchandise

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InformationsInformations
 Introduced in the early 1980sIntroduced in the early 1980s
 Long commercial (28 to 30 minutes) is an alternative to theLong commercial (28 to 30 minutes) is an alternative to the
conventional, short form of television commercialconventional, short form of television commercial
 Infomercials are full-length commercial segments run on television thatInfomercials are full-length commercial segments run on television that
typically last 28 to 30 minutestypically last 28 to 30 minutes
 And combine product news and entertainmentAnd combine product news and entertainment

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Brand Placements in TV ProgramsBrand Placements in TV Programs
 Reason: fear that TV advertising is no longer as effective as it used toReason: fear that TV advertising is no longer as effective as it used to
bebe
 Brand managers pay to get prominent placement for their brandsBrand managers pay to get prominent placement for their brands
 ““Survivor” program is the poster child for this trendSurvivor” program is the poster child for this trend
 Advertisers who purchased commercial time in “Survivor” got primeAdvertisers who purchased commercial time in “Survivor” got prime
brand placement in the programbrand placement in the program

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8-11
Developing Logical Combinations of Media

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8-12
Figure 8.8Figure 8.8
Global Media SpendingGlobal Media SpendingMedia Usage in North America, Europe, and Japan
Source: Adapted from Colin MacLeod, “Global Adspend Trends,” International Journal of Advertising, Vol.
24, No. 2 (2005), pp. 261-262.
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
PercetofTotal
United States 10.3% 30.7% 3.1% 38.9% 12.4% 4.6%
Europe 17.0% 34.5% 6.1% 35.7% 5.8% 3.9%
Japan 9.4% 25.1% 11.6% 46.0% 4.2% 4.1%
Magazines Newspapers Outdoor Television Radio Internet

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8-13
Media SelectionMedia Selection
in International Marketsin International Markets
 Media importance varies.Media importance varies.
 Media viewing habits vary across countries.Media viewing habits vary across countries.
 Media buying is different.Media buying is different.
 Cultural mores vary.Cultural mores vary.

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Media TermsMedia Terms
 Spot adsSpot ads
 ReachReach
 FrequencyFrequency
 Opportunity to see (OTS)Opportunity to see (OTS)
 Gross rating pointsGross rating points
 Cost per thousand (CPM)Cost per thousand (CPM)
 Cost per rating point (CPRP)RCost per rating point (CPRP)R
 RatingsRatings
 Continuity (continuous, pulsating, discontinuous)Continuity (continuous, pulsating, discontinuous)
 Gross impressionsGross impressions

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In today’s world which is fast moving & dynamic,
people’s wants, need and desires are changing;
it’s very important to know them and give them
what they want. This is the main objective of
advertising where ad agency plays major role in
market research, making of creative, launching it
in the market, taking the feedback of consumer
and making any product famous and acceptable
among consumers.
CONCLUSION

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