ADVERTISEMENT MEDIA PLANNING & TYPES OF ADVERTISEMENT MEDIA

3. Advertising media
A source to deliver the advertising message
It helps to carry the idea or message of the “Advertiser”
to the masses or target group

4. Media Planning
 Media planning refers to an analytical method for
taking media decisions and describes the process of
taking the message across to the target audience at the
right time and place, and using the right media vehicle

5. Questions???????
1. what is our target audience and how to reach it?
2. How many time should we reach it?
3. When should we reach it?
4. Where should we reach it?
5. At what cost should we reach it?

6. “Media planning is the process designing a course of
action that shows how advertising funds will be used
in purchasing time and space and how they all should
be utilized to contribute for achieving different
objectives of advertising”
“Media planning means taking decisions about the
selection of a media type and the media vehicle”

7. MEDIA PLANNING
 To decide which media to use
 To decide which specific media vehicle to use
 To decide how to use the media
 To decide when to use them
 To decide where to use them

8. Good reach ability
Attractive
Cost-effective

9. Mathematical model
 Liner programming
 Inter-action
 Simulation models

11. Concept Of Media Planning
• Situation
• Marketing objective
• Marketing strategy
• Action plan
Marketing
plan
• Promotional strategy
• Advertising objectives
• Advertising strategy
• Creative execution budget
Advertising
plan
• Media objectives
• Media strategy
• Media vehicles
• Media schedule
Media plan

16. Different method of advertising
media
Media of
advertisement
Printer press
media
Newspapers
Magazines &
journal
Broad cast
media
Radio Television

17. Print media
 NEWS PAPER ADVERTISING
 MAGAZINE &JOURNALS

19. Newspaper Advertising
Preferred media for local advertising of retailers
Also a media for business advertising, corporate
advertising, financial advertising, legal notice and
social advertising

20. Newspaper Advertising
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Local market circulation and readership make newspapers an
attractive medium.
1. Newspapers are ideal for a “key market” media strategy.
2. Newspapers are attractive to national advertisers, and national
and local retailers.
3. Newspapers offer “merchandising” opportunities.

21. FEATURES
 Types
 Page size
 Audience
 Market

22. Types of news paper advertising
 Co-operative advertising
 Classified ads
 Pre-printed ads

23. Planning newspaper ad
 Circulation and readership
 Newspaper ad rate
 Placing the ad in the newspapers

24. Disadvantages of newspapers
 Having a very short life
 Limited coverage
 Advertisement may go unnoticed
 Suffer s from literacy barrier
 Lack of art work
 Lack of drama &emotion
 Demonstration of product features not effective
 Overtaken by TV in speed
 Average time devoted to news paper reading is very
low

25. Advantages
1. It is flexible &timely
2. High choice of market
3. Repetitive value
4. Prompt response
5. Message received at home in a relaxed atmosphere
6. Trusted
7. Regular attention
8. Detailed coverage
9. Written words has more credibility
10. Reader loyalty

27. Magazine Advertising
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Magazines are excellent at targeting precisely defined audiences.
1. Magazines are a “class” medium instead of a “mass”medium.
2. The clustering of ads has a negative influence on message
impact.
3. Magazines are ideal for “profile matching” media strategies.

28. MAGAZINES & JOURNALS
Published weekly, monthly, quarterly or even annually
Generally read at leisure and with attention
Effective shelf life
general magazines
specialized magazines
special issues

29. Advantages
1. Meant for a special group of readers
2. Have got a large shelf life
3. Better presentation and display
4. Good number of subscribers
5. Helpful in giving publicity to firms name

30. Disadvantages
1. Having a high cost
2. Lack of flexibility
3. Limited circulation
4. Limited coverage
5. Not suitable for certain ads

31. Assessing Media Alternatives
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Medium Pro Con
Newspaper Local Reach Short Life
Key Market Coverage Clutter
Magazine Targeting Clutter
Message Quality Low Frequency

32. Other forms
 Inland letters
 Post cards
 Water &telephone bill
 Telephone directory
 Electricity bill
 Carry bags
 Match bags
 Gift items

35. Radio Advertising
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In radio all decisions are usually based on demographics.
1. Station format determines the audience profile.
2. Radio is ideal for reaching targets defined by age.
3. Radio is an important medium if a “key market” strategy is
recommended.

36. STRENGTH
 Offering local coverage
 Reaching the masses
 Daily frequency
 Repeatedly
 Uneducated villages

37. Weakness
 audio medium only
Operational limitations
Limited commercial time available
Limited availability of commercial radio

38. Advantages
 Provide message at home
 Needs less efforts on the part of listeners
 Elements of flexibility and time
 Allow message to masses
 Economical media

39. Disadvantages
 Requires repetition
 Unsuitable for certain products
 Having no pictorial representation
 It is perishable in nature

40. TELEVISION ADVERTISING

41. TV Advertising Alternatives
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Factors such as the budget available and market coverage priorities
influence television decisions. TV is expensive.
• Network Spots
• Selective Spots
• Local Spots
• Sponsorships
• Branded Content

42. ADVANTAGES
1. Emotional context
2. Image building
3. Creative use of environment and mental make-up of
viewers
4. Evocation of experience
5. Familiar and friendly voice
6. Excellent quality of production
7. High on credibility
8. Larger than life image

43. Disadvantages
1. Too much viewing bad for eyes
2. Too much sex and violence
3. An immobile medium
4. Difficulty to gain enquiries

44. Assessing Media Alternatives
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Medium Pro Con
Television Impact High Cost
Reach Clutter
Radio Targeting Fragmentation
Frequency Message (Sound only)
The strengths and weaknesses of all media options are evaluated.