3. Media, Medium & Vehicle
• Medium – A medium refers to a class of
carriers such as television, newspaper,
magazines etc. It refers to a group of carriers
that have similar characteristics.
• Media is a singular form of medium.
• Vehicle is an individual carrier within medium
– ex. Times of India within newspaper group
4. • Media is non – personal means of carrying &
delivering the message to the target audience
• Media can pass information both from
company to consumers & vice a versa
• Media has become interactive in today’s time
5. Types of Media
• Print – newspaper, magazine, brochures, fliers
• Broadcast – radio, television, internet
• Network – phones, cable
• Display – OOH – signage, hoarding, kiosks,
fairs, BQS, ‘on road’, transit media –
transfers(trains & buses), vans
• Digital – internet - social media tools -
websites
• Covert – theatres, entertainment, shows
6.
7.
8. Print - Newspaper
Advantages
• Local Emphasis
• Immediacy
• Geography flexibility
• Demographic accuracy
(Target Specific)
• Detail centric
• Sizes can vary
• Ease in gauging response
• Easy circulation
• Scope of Innovation
Disadvantages
• Limited shelf life
• Limited to literate audience
• Limited appeal compared to
broadcast
• Lost in clutter among other
adverts, content etc
9. Print – Magazine/Trade Journals
Advantages
• Specific Targeting
• Higher Shelf Life
• Demographic accuracy
• Detail centric
• Prestige value
• Ease in gauging response
Disadvantages
• Limited scope in sizes
• Limited to literate audience
• Lost in clutter among other
adverts, content etc
• Lead time
• Less flexibility – innovation
• Subscription dependency
10. Broadcast – Radio (support medium)
Advantages
• Sensory – sound - creative
• Portable medium
• Vast reach across
geographies
• Technologically advanced
• Mass marketing
• Specific targeting
• Inexpensive in mass media
• Support to other medium
Disadvantages
• Impersonal
• Difficult or and expensive to
alter
• Limited time play – limited
attention span
• Background medium
• Selective message due to
time constraints
• Cluttered
• Message reach dilution
11. Broadcast - TV
Advantages
• Sensory – sound & sight -
appeal maximum
• Intrusive
• Vast reach across
geographies
• Creativity
• Cheap cost per contact due
to reach
• Believability factor added
Disadvantages
• Impersonal
• Expensive compared to
other forms
• Difficult or and expensive to
alter
• Limited time play
• Selective message due to
time constraints
• Cluttered
• Message reach dilution
12. Broadcast - Internet
Advantages
• Interactive
• Instantaneous feedback
• Easy to alter
• Scope for Creativity
• Cost effective
• Measurable
• Specific & mass marketing
• Facilitates direct action like
e-commerce
Disadvantages
• Cluttered
• Message reach dilution
• Support medium
• Two possibilities - image
building or image tarnishing
13. Media Planning
• Media Planning is a process of designing a
course of action that shows how advertising
time and space will be used to contribute to
the achievement of marketing objectives.
• In this process, the media planner takes into
consideration factors like media strategy,
media tactics, media planning models and the
cumulative effect of advertising along with
procedures for buying media.
Media Plan is a
blue print of
advertising
program of a
company. Sheet
given**
14. Media Buying
• Media Buying is the procurement of the best possible
placement and price of a piece of media (vehicle) within
any given media. The main task of Media Buying lies
within the negotiation of price and placement to ensure
the best possible value can be secured
• Media Buyers are individuals responsible for purchasing
time and advertising space for the purpose of advertising
• They need to optimize what is bought and that is
dependent on budget, type of medium (radio, internet,
TV, print), quality of the medium (target audience, time
of day for broadcast, etc.), and how much time and
space is wanted.
15. Terms
• Circulation – No. of prints in circulation or
subscribed. Forbes magazine, TOI subscription rates.
Different of different media
• Coverage/Reach***chk – No. of people or household
covered by that media/medium. TOI reaches in
Mumbai to X no. of houses. Or it covers X% of houses
in Mumbai or areas in Mumbai. Different of different
media
• Frequency – No. of times a message is being passed
on to prospects
16. Process of Media Planning
• Sheet circulated***
• Based on Marketing Objectives, planners derive
Media Objectives
17. Media Objective
Media objectives are guidelines. They answer –
• Who the advertising has to reach (Target group)
• Where they are to be reached
• When (timing)
• How (which media or vehicles)
• How many medium
• How often (frequency)
• How long (duration)
• What environment (strategic)
18. • Sheet circulated***
Use Depends
on ……
Direct Advtg
Radio Advtg
Point of Purchase
Outdoor
Newspaper
Magazine
Transit
Television
Specialty
Others etc
Media objectives
Cost
Media selectivity
Media coverage
Media availability
Media restrictions
Media Flexibility
Media life
Media acceptance
Media benefits
19. Problems in Media Planning
• Media Selection – variety of choices
• Media Proliferation – too many options and too
cluttered; no direct connection with prospects**
• Insufficient media data measurement
• Time pressures – time bound activity
• Highly coordinated efforts
20. Important Factors for Media
Planners…. Planners ought to know before staring a plan
• Marketing Problems – what the advertiser aims to
achieve. Local, national or international.
Understanding marketing mix
• The Recommended Actions – a list of actions in
conjunction to the advertisers list. Reach vs
Frequency vs Creativity
• Complexity of Strategies – Budget constraints,
execution constraints, market situation
• How the product is sold – Marketing mix &
communication
21. • How advertising sells a product to one customer –
trial
• Neutralize competitors strategies – increase reach,
frequency, budgets, better the communication,
understanding consumers
• Cost of the strategies – budget?
