selecting advertising media

Selecting Advertising Media.

Presented To:Ms. Sobia Shujaat.

GROUP MEMBER’S

Aziza Faryal

Jawad Raza Sayeed

Fahad Akhlaq

Fatima Yasin

Areeb Malick

Asma Hamdani

Anam Alam

ADVERTISING

• Any paid form of non personal communication that is transmitted to consumer through such mass media

as television, radio, news paper, magazine, direct mail, and out door

displays.

• MISSION-MISSION- ObjectivesObjectives

• MONEY-MONEY- To pay for the CampaignTo pay for the Campaign

• MESSAGE- MESSAGE- To be Delivered To be Delivered

• MEDIA-MEDIA- Selection of advertising MediaSelection of advertising Media

• MEASURE-MEASURE- Measuring the impactMeasuring the impact

5 Ms of Advertising

Step 1. Decide on Reach, Frequency, and Impact

Step 2. Choosing Among Major Media TypesMedia Habits of Target Consumers,

Nature of the Product, Types of Message, Cost

Step 3. Selecting Specific Media VehiclesSpecific Media Within a Given Type, i.e. Magazines.

Must Balance Media Cost Against Media Factors:Audience Quality & Attention, Editorial Quality

Media Decisions

Step 4. Selecting Media Timing Scheduling of Advertising Over the Course of a Year

Pattern of Ads: Continuity or Pulsing

Deciding on the Media & Measuring Effectiveness

• Deciding on reach, frequency and impact– Media selection (finding the most

cost-effective media to deliver desired number & type of exposures to the target audience)

The effect of exposure on audience awareness depends on

– Reach (number of different persons or households exposed to a particular media schedule at

least once during a specified time period) R– Frequency (number of times within the

specified time period that an average person or

household is exposed to the message) F– Impact (Qualitative value of an exposure through

a given medium) I

• The relation between reach, frequency and impact is captured in two concepts– Total number of exposures (E)

•E=R*F, this measure is refereed as Gross Rating Point GRP

– Weighted number of exposures (WE)•WE=R*F*I

Choosing Among Major Media Types

One of the most important decisions when developing an advertising strategy.

The media selected must be capable of accomplishing the communications objectives of informing, persuading, and reminding potential customers of the product or idea being advertised.

Media Types – Advantages & Disadvantages

NewspapersNewspapers

MagazinesMagazines

RadioRadio

TelevisionTelevision

OutdoorOutdoor

InternetInternet

Alternative MediaAlternative Media

Major Types Major Types ofof

AdvertisingAdvertisingMediaMedia

Major Types Major Types ofof

AdvertisingAdvertisingMediaMedia

Newspapers

• Short lifespan• Low pass-along rate• Color capabilities• Selectivity of narrow markets

AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages

● High coverage Low cost Short lead time for

placing ads Ads can placed in

interest sections Timely (current ads) Reader controls

exposure

Magazines

• Image reproduction• Long life• High geographic and

demographic selectivity• High quality reproduction

• Waste circulation• Visual only

AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages

Radio

• No visual treatment• Short life span• Highly fragmented audience

AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages

Local coverage Low cost High frequency Flexible Low production costs Well-segmented

audiences

Television

• Mass coverage• Low cost per

customer• Demographic selectivity• High color

capabilities

• High execution cost• Skepticism• Technology• High Clutter

AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages

Out door-Bill boards

• Repeatedly seen• 24/7 coverage• Target particular area• Local media• May encourage

impulse buying if close to shops

• Message must be simple and short

• Can not target socioeconomic groups

• Rarely attract full attention • Short lived• May be seen as traffic hazard• Difficult to measure

effectiveness

AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages

Internet Advertising

• Cheap • Easy to set up• Easily updated• Number of hits can be

monitored-useful measure of effectiveness

• Problems of connecting

• Limited audience• Technical problems• Banner adverts not

very effective

AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages

Selecting Media Vehicles

• MEDIA VEHICLE: Specific media within general media

type.

●T.V Vehicle: ARY, GEO,TV ONE.

● Magazine Vehicle: Herald, Mag, TimeEtc.

Cost per thousand (CPM)

• CPM =(Cost of adv.space) X 1000

Circulation

For example.K&N,S Introduced TENDER POPS and

advertise a full page color ad in Herald .

●If Costs 70,000 & Herald's readership is 100,000 people, the cost of reaching each group of 1000 per month is 700 rupees.

Consider cost of producing.

Media Impact Factors.• Audience Quality. For a ONE TOUCH

Glucose meter For example, Herald magazine would have a high exposure value, Humsay would have a low exposure value.

●Audience Attention.

Readers for Vogue, For example, typically pay more attention to ads than do Humsay readers.

●Editorial Quality.

TIME and HERALD are more believable and prestigious than any local magazine.

Deciding on Media Timing And Schedule

• Seasonal Pattern.

• Be The Same All Year.

SEASONAL ADVERTISING

For example Bonanza, Oxford only advertise in Winter season. Following seasonal advertising pattern.

Be The Same All Year

Like Colgate toothpaste advertise same all the year.

Pattern of Advertisement

• Continuity: Refers to scheduling as evenly within a given period.

• Flighting: Refers to scheduling intermittent periods of advertising & no advertising.

• Pulsing: Refers to scheduling as unevenly over a given time period.

Continuity

Flighting

Pulsing

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Example of Pulsing

Fast-food companies such as McDonald’s And KFC use pulsing patterns.

A word of caution

• Even good advertising can not overcome problems caused by

• Poor product• Inefficient service• Uncompetitive pricing

• “Half of all advertising is wasted- the problem is we don’t know which half”. (Lord leverhulm) founder of Unilever.

THANK YOU.