concept of media, ingredients of media selection final
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7/30/2019 Concept of Media, Ingredients of Media Selection Final
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Submitted to: Submitted by
Prof. Dr. Nischay Upmanyu Saista Nasir
Abhishek Jain
CONCEPT OF MEDIA,
INGREDIENTS OF MEDIASELECTION, MEDIA PLANNING
PROCESS AND TYPES OF MEDIA
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A series of decisions involving the delivery of messages
to audiences
Goals to be attained by the media strategy andprogram
Decisions on how the media objectives can beattained
The various categories of delivery systems, includingbroadcast and print media
Either radio or television network or local stationbroadcasts
Decisions on how the media objectives can beattained
Media Terminology
Media
Planning
Media
Objectives
Media
Strategy
Media
Broadcast
Media
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Publications such as newspapers, magazines, directmail, outdoor, etc.
The specific carrier within a medium category
Number of different audience members exposed atleast once in a given time period
The potential audience that might receive themessage through the vehicle
The number of times the receiver is exposed to themedia vehicle in a specific time period
The potential audience that might receive themessage through the vehicle
Number of different audience members exposed atleast once in a given time period
The specific carrier within a medium category
Publications such as newspapers, magazines, directmail, outdoor, etc.
Media Terminology
Print
Media
Media Vehicle
Reach
Coverage
Frequency
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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.
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Ingredients Of Media Selection
Nature of Product
Nature of Customer
Age
Level of education
No. of customer
Distribution of product
Advertising objectives
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Nature of message
Media used by competitors
Media availability
Media reach and coverage
Media Cost
Media frequency
Media Image
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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 messageto the intended audience.
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Evaluate Performance
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Implement Media Strategy
Develop Media Strategy
Establish Media Objectives
Analyze the Market
Media Planning Process
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Types Of Media
Print Media
Newspaper
Magazines
All the other type of publications ( e.g.House Journals)
Electronic Media
Radio
Television
Cinema (Media)
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Outdoor Media Hoardings
Banner
Neon Sign Boards
Posters Glow sign
Transit media
Car cards
Exterior displays Station Posters
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Direct Marketing Personal Selling
Telephone marketing
Direct mail marketing Catalogue marketing
Online marketing
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Short Message Life
High Production Cost
Low Selectivity
High Absolute Cost
Clutter
Mass Coverage
High Reach
Impact of Sight, Soundand Motion
High Prestige
Low Cost Per Exposure
Attention Getting
Favorable Image
High Production Cost
High Absolute Cost
ShortMessage Life
LowSelectivity
Favorable Image
Attention Getting
Low Cost Per Exposure
High Prestige
Impact of Sight, Soundand Motion
High Reach
Mass Coverage
Television Pros and Cons
Advantages Disadvantages
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Clutter
Fleeting Message
Audio Only
Low Attention Getting
Local Coverage
Low Cost
High Frequency
Flexible
Low Production Cost
Well-segmented Audience
Low Attention Getting
Clutter
Audio Only
Well-segmented Audience
Low Production Cost
Flexible
High Frequency
Low Cost
Local Coverage
Radio Pros and Cons
Advantages Disadvantages
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Visual Only
Long Lead Time forAd Placement
Lack of Flexibility
Segmentation Potential
Quality Reproduction
High Information Content
Longevity
Multiple Readers
Visual Only
Long Lead Time forAd Placement
Multiple Readers
Longevity
High Information Content
Quality Reproduction
Segmentation Potential
Magazine Pros and Cons
Advantages Disadvantages
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Clutter
Poor Reproduction Quality
Short Life
Low Attention Getting
High Coverage
Low Cost
Short Lead Time for Placing Ads
Ads Can Be Placed in InterestSections
Timely (Current Ads)
Reader Controls Exposure
Can Be Used for Coupons
Selective Reader Exposure
Poor Reproduction Quality
Low Attention Getting
Clutter
Short Life
Can Be Used for Coupons
Reader Controls Exposure
Timely (Current Ads)
Ads Can Be Placed in InterestSections
Short Lead Time for Placing Ads
Low Cost
High Coverage
Newspaper Pros and Cons
Advantages Disadvantages
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Short Ads
Local Restrictions
Sort Exposure Time
Poor Image
Location Specific
High Repetition
Easily Noticed Poor Image
Short Ads
Sort Exposure Time
Easily Noticed
High Repetition
Location Specific
Outdoor Pros and Cons
Advantages Disadvantages
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Poor Image (Junk Mail)
High Cost Per Contact
Clutter
High Selectivity
Reader Controls Exposure
High Information Content
Repeat Exposure Opportunities
Poor Image (Junk Mail)
High Cost Per Contact
Repeat Exposure Opportunities
High Information Content
Reader Controls Exposure
High Selectivity
Direct Mail Pros and Cons
Advantages Disadvantages
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Websnarl (Crowded Access)
Few Valid MeasurementTechniques
Limited Creative Capabilities
Technology Limitations
Limited Reach
User Selects ProductInformation
User Attention and Involvement
Interactive Relationship
Direct Selling Potential
Flexible Message Platform
Few Valid MeasurementTechniques
Technology Limitations
Websnarl (Crowded Access)
Limited Creative Capabilities
Flexible Message Platform
Direct Selling Potential
Interactive Relationship
User Attention and Involvement
User Selects ProductInformation
Internet Pros and Cons
Advantages Disadvantages
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Limited Creative CapabilitiesCost effective
Exposure and Repetitiveness
Interactive Relationship
On the negative side, Transitadvertising is limited to urban areasand there is a little validatedinformation on its effectivenessessentially, it is a supplementarymedium for national advertisersalthough it ay be used as the
primary medium for local firms.
Reach Large Audience
Transit media Pros and Cons
Advantages Disadvantages
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Limited Creative CapabilitiesWide Range
User Attention and Involvement
Interactive Relationship
People don't like the adverts
Economical
Helpful For Niche Marketing
Cinema media Pros and Cons
Advantages Disadvantages
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Convenient
Easy & Private
Wide Selection Option
Abundance ofInformation
Interactive &Immediate
Buyers Benefits Sellers Benefits
One-to-one ConsumerRelationship Building
Reduced Costs (no
intermediaries)
Increased Speed &Efficiency
Immediate and DirectResponse
Global Medium
Benefits of Direct Marketing
Flexibility
Product Access
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Disadvantage of Direct Marketing
Limited Reach Customer Rejection
Expensive
Low Response
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Thank You
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