IMC-MEDIA PLANNING

INTEGRATED MARKETING
COMMUNICATIONS
UNIT - 3
By:
Dr. PANKAJAKSHI R
B.E (ISE), MBA, Ph.D.

Integrated Marketing
Communications
UNIT - 3:
Media planning: Developing Media plan, Problems
encountered, Media Evaluation-Print, Broadcast
media, Support media in advertising.
Media strategy: Creativity, Elements of creative
strategies and its implementation, Importance of
Headline and body copy.

Media Planning
“Media–planning involves selecting appropriate media for carrying
advertising message to target audience and deciding how much to
spend on each media and scheduling when the advertisement is to
run.” – Fryburger.
This definition is rather general, but it provides a broad picture of
what media planning is all about. A media planner attempts to answer
the following specific questions:
 How many prospects (for purchasing a given brand of product) do I
need or can I afford to reach?
 In which media should I place ads?
 How many times a month should prospects see each ad?
 During which months should ads appear?
 Where should the ads appear? In which markets and regions?
 How much money should be spent in each medium?

In brief, media planning includes the answer to
following 5 W’s:
 Whom: Whom do we want to reach? i.e.,
identifying target audience
 Where: Where the potential customers located?
i.e., identifying geographical area.
 What: What type of message is to be
communicated? i.e., either the message is
informative or demonstrative in nature.
 Which: Which media is to be selected for
communicating with our potential consumers?
 When: When is the ad need to be issued? i.e.,
deciding month, day and time of ad.

Publications such as newspapers,
magazines, direct mail, outdoor, etc.
The specific carrier within a medium
category
Number of different audience members
exposed at least once in a given time period
The potential audience that might receive
the message through the vehicle
The number of times the receiver is exposed
to the media vehicle in a specific time period
The potential audience that might receive
the message through the vehicle
Number of different audience members
exposed at least once in a given time period
The specific carrier within a medium
category
Publications such as newspapers,
magazines, direct mail, outdoor, etc.
Media Terminology
Print
Media
Media
Vehicle
Reach
Coverage
Frequency

Terminologies Adopted
 Media vehicle – Media vehicle is the mode by which
the message is transmitted. Eg. Magazine, Banner etc.
 Coverage/Reach – Reach refers to the number of
audience exposed to a media vehicle at least once in
a given period of time.
 Coverage indicates the degree to which the
information reaches the market. It is expressed as
percentage. The greater the coverage, the greater the
number of people exposed to the message.
 Eg. If a newspaper has circulation of three lakh
households in the area covered, where the total
number of household is 10 lakhs, then the newspaper
coverage is said to be 30%.
Coverage = Circulation *100
Total number of households

 Circulation – Total number of copies sold
of a particular newspaper or a magazine. It
applies only to the press media.
 Readership – It refers to the number of
persons, who actually read the publication.
 Frequency – Refers to the number of times
a person or a household is exposed to the
same advertising message in a program
during a given period.
Frequency = Total number of exposure
Reach

 Continuity – Refers to whether the
advertisement is to be done on a continuous
basis or should it be done on a periodical
basis.
 Gross Rating Point = Reach x Frequency
 Target Rating Points – Number of
audience watching a particular program. One
TRP is considered equal to 1% of audience. In
this case, if 70 people watch the specificTV
program, thenTRP is 70%.

Developing Media Plan
 A number of promotional messages from the
manufacturer need to be communicated with
the prospective buyer and user of the product.
 Media plan determines the best way to get the
advertiser’s message to the market through
various media vehicles.
 The goal of the media plan is to find
combination of media that enables the
marketer to communicate the message in the
most effective manner to the largest number
of potential clients at the lowest possible cost.

Developing the Media Plan
 Market Analysis – Focus on the market is with
respect to demographic profile of population
such as gender, age, income, occupation, family
structure, geography and life style.
Market Analysis Establishment of
media objectives
Media strategy
development and
implementation
Evaluation
and follow-
up

The index number is considered a good indicator of the
potential of the market.This number is derived from the
formula
Index = Percentage of users in a demographic segment x 100
Percentage of population in the same segment
What internal and external factors are operating – Internal
factors may involve the size of the media budget, managerial
and administrative capabilities, or the organization of the
agency.
External factors may include the economy(the rising costs of
media), changes in technology(the availability of new media),
and competitive factors.

2. The brand development index (BDI)helps
marketers factor the rate of product usage
by geographic area into the decision process.
BDI = Percentage of brand to total sales in the market x 100
Percentage of total population in the market
The higher the index number, the more
market share
3. The category development index (CDI) uses
information regarding the product category
in the numerator.
CDI = Percentage of product category total sales in market x 100
Percentage of total population in market
The CDI provides information on the
potential for development of the total
product category rather than specific brands.
Higher the CDI good market potential

High market share
Good market
potential
High market share
Good market
potential
Brand and Category Analysis
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
LowCDIHighCDI
High BDI
Low market share
Good market potential
Low market share
Good market potential
Low BDI
High market share
Monitor for sales
decline
High market share
Monitor for sales
decline
Low market share
Poor market potential

The market usually
represents good sales
potential for both the
product and the brand.
The market usually
represents good sales
potential for both the
product and the brand.
Brand and Category Analysis
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
LowCDIHighCDI
High BDI
The product category
shows high potential but
the brand isn’t doing well;
the reason should be
determined.
The product category
shows high potential but
the brand isn’t doing well;
the reason should be
determined.
Low BDI
The category isn’t selling
well but the brand is;
may be a good market in
which to advertise but
should be monitored for
sales decline.
The category isn’t selling
well but the brand is;
may be a good market in
which to advertise but
should be monitored for
sales decline.
Both the product category
and the brand are doing
poorly; not likely to be a
good place to advertise.

 Establishing the media objectives – Create
awareness in the target market through the
following-
1. Use broadcast and print media to have 90%
coverage of the target market for another six
months for increasing other division’s sales
during FIFA World Cup. Use 60% to focus on
broadcast media, 25% on print media and 15%
on outdoor media for nationwide coverage.
2. Reach 60% of the target audience at least three
times over the same six-month period.
3. Focus more on Eastern and North-Eastern
parts of the country, since football lovers in that
part are more.

 Developing and Implementing the Media
Strategy – The following parameters have to be
considered for successful media strategy:
 a)Media mix,
 b) Target market coverage,
 c) Scheduling,
 d) Reach versus frequency,
 e) Flexibility,
 f) Budget considerations.
1. Media Mix – Refers to the combination of
media that is used. The objectives sought, the
characteristics of the product or service, the
size of the budget, and individual preferences
are just some of the factors that determine
what combination of media will be used.

2. Target Market Coverage –The issue is to get coverage of
the market.The optimal goal is full market coverage.
More realistically, the coverage of the media does not allow for
coverage of the entire market , leaving some potential
customers without exposure to the message.
The marketer also faces the problem of overexposure, in which
the media coverage exceeds the targeted audience.
3. Scheduling –The primary objective of scheduling is to time
promotional efforts so that they will coincide with the highest
potential buying times.
 Continuity refers to a continuous pattern of advertising,
which may mean every day, every week or every month.
 Flighting employs a less regular schedule, with intermittent
periods of advertising and nonadvertising.
 Pulsing is a combination of the first two methods where
continuity is maintained, but at certain times promotional
efforts are stepped up.

4.Reach Vs Frequency – Advertisers must decide
whether to have the message be seen or heard by more
people (reach) or by fewer people more often (frequency).
Achieving awareness requires reach. New brands or
products need a very high level of reach.
Frequency is the number of times one is exposed to the
media vehicle, not necessarily to the ad itself. Duplication
has to be avoided.
If one ad is placed in two different serials for the same
population, there will be duplication and wastage.
Continuity
Flighting
Pulsing

5. Flexibility – An effective media strategy requires
certain degree of flexibility.
This is because, the marketing environment changes rapidly
and strategies need to be modified.
Flexibility may be needed to sort out market opportunities,
market threats and availability of media.
6. Budget consideration – The value of any strategy can
be determined by “How well it delivers the message to
the audience at the lowest possible cost”.
There are two types of costs to be considered-
a) Absolute cost – Total cost required by using only one
media.
b) Relative cost – Refers to the relationship between
the price paid for advertising time or space and the size
of the audience delivered; it is used to compare media
vehicles.

Relative cost can be determined as:
Magazines = CPM (cost per thousand people) =
Cost of advertising space x 1000
Circulation
Cost per rating point (cprp)= Cost of commercial time
Program rating
9000/20= 450 8000/19 = 421
TV = Cost of 1 unit of time x 1000
Program rating
Newspaper = Cost of ad space x 1000
Circulation

 Evaluation and follow-up – Two
questions need to be answered to find
out the effectiveness:
 1)To what extent the strategies have
achieved the media objectives. This could
be found out by customer recall or the
customer seeking more information;
 2) How far the overall marketing
objectives have been achieved. How far
the sales have increased compared to
what it was before media planning.

 Situation analysis
* Strategy & targets (business/brand/consumer)
* Market situation and competition analysis
* Marketing und media objectives
 Objectives
* Definition of communication objectives
* cognitive-oriented objectives (awareness, recall)
* affective-oriented objectives (interest, brand positioning ,brand
development, brand management)
* conative-oriented objectives (purchase intentions, customer loyalty)
 Target group analysis
* target group identification: two-step segmentation process
* definition of core target groups based on
-demographic characteristics (age, gender)
- psychographic characteristics (interests, buying habits)
- socioeconomic characteristics (occupation, social status, income, buy power)
- behavioural characteristics (buying behaviour, decision behaviour)
 Strategic media planning
* Campaign strategy (duration, timing, recency/burst strategy)
* Media mix and budgeting
* Advertising impact
* Ad specials

 Detail planning/Optimization
* Detail planning for each media channel
* Availability
* Dates of publication
* Selection of time slots
* Positioning within the magazine or commercial break
 Purchasing
* Booking (order management, production plans)
* Job handling (artwork, tapes)
* Rescheduling/Optimization
 Completion
* Controlling, documentation
* Invoicing
 Evaluation/Controlling
* Campaign performance (expost analysis)
* Planning, purchasing efficiency
* Competition reporting
 Negotiations/Discounts
* Special conditions, performance optimization
* Client-specific agreements

Measurement
Problems
Lack of
Information
Inconsistent
Terms
Time
Pressure
Inconsistent
Terms
Lack of
Information
Measurement
Problems
Media Planning Difficulties
Problems
in Media
Planning

Problems in Media Planning
 Insufficient Information – Some data are just not
measured, either because they cannot be or because
measuring them would be too expensive. Inconsistent
Terminologies – The cost-base used is different in
different media. The methods adopted to estimate the cost
for different media are not consistent.
 Time Pressure – It is always found that the advertisers
are in a hurry. This is because they are afraid that the
competitor might overtake them. In this situation, media
selection may not be done properly.
 Difficulty in measuring effectiveness- Non-availability
of proper measurement tools to measure effectiveness.
This is because the ad message may be viewed by many to
whom the ad may mean nothing.

Factors to be considered in Media
Planning
Whether to emphasize Reach, Frequency or
continuity in choosing a media.
 Stage in the PLC – If a new product is to be
launched, the ad objective would be to create
awareness. Therefore, the media goal would
normally be to achieve the high level of reach.
 Breadth of the target market – In case the
target market is dispersed, both, geographically
and demographically, the reach would be more
important than frequency. This means that if we
target people of all age groups, then we should
select media that has a broad coverage.

 Re-purchase cycle – This refers to “How often
a product is purchased”. Soaps, soft drinks and all
consumer goods have a short re-purchase cycle.
 Consumer durables have a long purchase cycle. In
case of an item with short purchase cycle,
frequency is more important.
 In the case of product with long purchase cycle,
the media planner should concentrate on
reaching as many people as possible.
 Target market turnover – Turnover refers to
the life span of a product. Some products have a
quick turnover i.e., they are useful only for a
short period.
 In this case, the reach should be stressed. In the
case of products with slow turnover, i.e., longer
life span, frequency, as well as timing of the
advertisement would be important.

 Message Creativity – If your product
story is noteworthy, then it will draw
immediate attention. In this case, the
media planner should go for higher reach
and low frequency. This is because, one
exposure is normally sufficient to do the
selling job.
 Competitor Activity – When
competitor is using high frequency and
directing his message to the same target
segment as yours, you should go for high
frequency to counter his advertising.

Determining what the
advertising message will say
or communicate
Determining what the
advertising message will say or
communicate or presentation
of ideas differently
Advertising Creativity
Creative
Strategy
Creative
Tactics
Determining how the
message strategy will be
executed

Two Perspectives on Advertising Creativity
The ability to generate fresh, unique and
appropriate ideas that can be used as solutions
to communication problems.
Suits
“Its not
creative
unless it
sells”
Artists
“Only artistic
value and
originality
count”

6. Supporting Information and Requirements
5. Creative Strategy Statement
4. Selling Idea or Key Benefits to Communicate
3. Specify Target Audience
2. Advertising and Communications Objectives
1. Basic Problem Advertising Must Address
5. Creative Strategy Statement
4. Selling Idea or Key Benefits to Communicate
3. Specify Target Audience
2. Advertising and Communications Objectives
1. Basic Problem Advertising Must Address
Elements or Building a Copy Platform Outline
It’s a creative platform or work plan, creative brief, creative blue print or creative contract

Creative Strategy
 Creativity refers to the generation and
presentation of novel ideas, differently,
innovatively across the target audience
that can be used as solutions to
communications problems. It refers to eye
catching illustration that can create good
recall value.

Getting Raw Material, Data,
Immersing One's Self in the Problem
to Get the Background.
Immersion
Ruminating on the Data Acquired,
Turning It This Way and That in the
Mind.
Digestion
Ceasing Analysis and Putting the
Problem Out of Conscious Mind for
a Time.
Incubation
A Sudden Inspiration or Intuitive
Revelation About a Potential Solution.Illumination
Studying the Idea, Evaluating It, and
Developing It for Practical Usefulness.
Verification /
Reality
Getting Raw Material, Data,
Immersing One's Self in the Problem
to Get the Background.
Immersion
Ruminating on the Data Acquired,
Turning It This Way and That in the
Mind.
Digestion
Ceasing Analysis and Putting the
Problem Out of Conscious Mind for
a Time.
Incubation
A Sudden Inspiration or Intuitive
Revelation About a Potential Solution.Illumination
Young's Creative Process

Creative Process
Inputs to the creative process
1. Preparation
2. Incubation
3. Illumination
 Immersion – Gathering raw material and information through
background research and immersing yourself in the problem.
 Digestion (absorption) – Taking the information, working it over
and wrestling within the mind.
 Incubation – Putting the problems out of your conscious mind and
turning the information over to the subconscious to do the work.
 Illumination – The birth of an idea.
 Reality or verification – Studying the idea to see if it still looks
good or solves the problem; then shaping the idea to practical
usefulness.

Planning Creative Strategy
Apart from Background research and preplanning input,
creative people receive Product / service –specific
preplanning input.
This information generally comes in the form of specific
studies conducted on the product/service, target
audience, or combination of the two.
Quantitative and qualitative consumer research such as
Attitude studies
Market studies
Positioning studies such as perceptual mapping and
lifestyle research, focus group interviews, demographic
and psychographic profiles of users of a particular
product service, or brand are examples of product –
specific preplanning input

 Many product service specific studies conducted by the
client or the agency
 Problem detection study: It involves asking
consumers familiar with a product (or service) to
generate an exhaustive list of things that bother
them or problems they encounter when using it.
 The consumer rate these problems in order of
importance and evaluate various brands in terms of
their association with each problem.
 A problem detection study can provide valuable input
for product improvements, reformulations or new
products.
 It can also give the creative people ideas regarding
attributes or features to emphasize and guidelines for
positioning new or existing brands.

 Product/services – To exhibit product/service across the
target audience. Eg. MTR Ready to Eat Food for
bachelors.
 Must contain a powerful idea – The idea should be able
to attract the target group. Eg. Fevi Kwik “Fishing
Advertisement”.
 Creating unexpected impact – Eg. Pepsi Advertisement
which shows the football match between Sumo
wrestlers and Soccer Players.
 Portraying (represent) brand personality – Eg. Windows
XP - Mr. N. R. Narayanamurthy as a brand ambassador
to create a positive attitude.

 Should be visually stunning (eye catching) – Me-too
advertisement will have less impact compared to eye
catching commercial.
 Should focus on the central theme, appeal – Eg. “Taste of
India” An emotional patriotic appeal and a very powerful
theme used by Amul to create differentiation.
 Portrays (describe) the benefits offered to target
audience – Eg. Opel Corsa portrays the benefit offered to
the target group such as price, free insurance, free service
etc.
 Satisfies the inner wants of the target audience – Eg. Lux
Soap portrays celebrities and beauty queens to make the
target group to feel the glamour.

Elements of Creative Strategy
Copy Platform specifies the basic elements of
creative strategy.
Contents of a copy platform:
a) The issue which the advertising must
address
b) Advertising and communication objectives
c) Target Audience
d) Major selling idea or key benefit to
communicate
e) Strategy Statement ( message theme and
message appeal)

a) The issue which the advertising must address
 When a particular commercial is prepared, it should
contain the basic problem or issue which should be
communicated to the target group.
 Eg. Fair & Lovely cream communicates curing pimples and
providing glowing fairness.
b) Advertising and communication objectives
 Ad should provide maximum awareness as well as
maximum reach.
 Eg. Most of the companies in the FMCG sector rely on
broadcast media for maximum reach and awareness.
c)Target Audience
Ad should be created to focus on the target audience.
Eg. Ganga is a toilet soap mainly focuses on rural consumers
and the ad is created which appeals to the rural masses.
“Business Executive Raymonds – The complete Man”.

d) Major selling idea or key benefit to communicate
 Unique Selling Proposition – Attribute claim or benefit that forms
the basis of the USP should dominate the ad and be emphasized
through repetitive advertising.
 Creating a brand image –the creative strategy used to sell these
products is based on the development of a strong, memorable identity
for the brand through image advertising.
 Finding the inherent (natural) drama – This involves using
dramatic elements to emphasize the product or service features.
Usage of some small inside story in the commercial to create
attention and recall value
 Positioning – Many of the top brands in various product and service
categories have retained their market leadership because they have
established and maintained a strong position or identity in the minds
e) Strategy statement(message theme & message appeal)
 To create attention and recall value. Eg. Bajaj communicates its
services to the nation and how it respects the culture of the
country through emotional appeal “Hamara Bajaj”.

Creative Strategy : Implementation
Appeals and Execution Styles
The advertising appeal refers to the approach used to
attract the attention of consumers and/or to
influence their feelings toward the product, service or
cause.
Advertising appeal is something which moves the
people, speaks of their wants and needs and excites
their interest.
The creative execution style is the way a particular
appeal is turned into an advertising message
presented to the consumer.
The appeal can be said to form the underlying content
of the advertisement, and the execution the way in
which that content is presented.

Advertising Appeals
Two Categories:
 Informational/Rational Appeals
 Emotional Appeals
Informational /Rational Appeals focus on the
consumer’s practical, functional need for the product or
service and emphasize features of a product or service
and/or the benefits or reasons for owning or using a
particular brand.
 Emotional Appeal – Relate to the customer’s social
and/or psychological needs for purchasing a product or
service. It must contain the following components while
preparing the commercials:
a) Psychological need/want – Eg. God has created
woman for beauty and man has made sarees to appeal
them –Vimal.
b) Inner satisfaction – Eg. Earlier where, For the He Man
– Marlboro Cigarettes.

Advertising Execution
An advertising message can be executed in numerous ways:
 Straight Sell or Factual Message – Relies on a straightforward
presentation of information concerning the product or service.
 Scientific/Technical Evidence – Advertisers often cite technical
information, results of scientific or laboratory studies, or endorsements by
scientific bodies or agencies to support their advertising claims. Eg.1 Lifebuoy
Toilet Soap is endorsed by Indian Medical Technologists Association.
 Demonstration – Designed to illustrate the key advantages of the
product/service by showing it in actual use or in some staged situation. It can
be very effective in convincing consumers - utility or quality and of the
benefits of owning or using the brand. Eg: Indhuleka hair oil.
 Comparison –it offers a direct way of communicating a brand’s particular
advantage over its competitors
 Testimonial – A person praises the product or service on the basis of his
or her personal experience with it.. Eg. Doctors in Hair oil advertisement.
 Slice of life – This type of ad portrays a problem or conflict that consumers
might face in their daily lives. The ad then shows how the advertiser’s product
or service can resolve the problem. Eg. Fair and Lovely ad showing a lady
having the problem of dark complexion.

Importance of Headline & Body Copy
 Headline refers to the words in the leading position of
the Ad i e the words that will be read first or the ones
which should draw most attention.
 It helps to achieve following:
1. It should attract attention of advertisement.
2. It should select the right prospects.
3. It should present complete selling ideas.
4. Captions:Verbal explanations of visuals.
5. It should present product news of interest to the reader.
 There are 5 types of HL’s:
Direct, News Oriented, How to headline, Question HL,
Command HL.

Headlines - Importance
The headline is the words in the leading position of the ad-the
words that will be read first or are positioned to draw the
most attention. Headlines are usually set in larger type and
are often set apart from the body copy or text portion of
the ad to give them prominence.
Importance
1. Attract reader’s attention and interest them in the rest of
the message.
2. Give the reader good reason to read the copy portion of
the ad, which contains more detailed and persuasive
information about the product.
3. Perform a segmentation function by engaging the
attention and interest of consumers who are most likely to
buy a particular product.
4. Select good prospects for the product by addressing their
specific needs, wants or interests.

Types of Headlines
 Direct Headline – Straight forward, informative
headlines. These are used when the product has a new
value or its feature is strong enough to create interest.
Eg Headlines from Electrolux fully automatic washing
machine. More convenient to use with a simple single
knob operation.
 Indirect Headline – Advertising message is not direct
about the product. Product feature is not emphasized,
Instead it tries to appeal the mass audience who does
not have a direct interest in the product.
Eg.Teaser Ad.
 News-oriented Headline – This has some news
value for the reader and talks about the product.
Eg. Ad for a new body spray from Gillette – Introducing
Body Flowers, it follows you everywhere.

 How- to Headline – Has the power to
interest the people and make them want
to learn more. Eg. How to buy a mattress
– An ad by Duroflex.
 Question Headline – Poses a challenge
to the reader and increases his curiosity.
Tries to involve him/her to answer the ad.
Ad from Whirlpool Home Appliances – A
whirlpool effect…..Have you felt it as yet?
 Command headline – Politely orders
the reader to do something either
directly or indirectly.

Body Copy
 It is a logical continuation of headline & subheads.
 It is a smaller size than the headline.
 The Main Text Portion of a Print Ad.
 There are 2 types of BC:.
1. Long body copy: it is written for those products which
are complicated i.e. those carries technical explanation.
2. Short body copy: it is for sufficient for convenient
products such as soaps, where such decision making is
not necessary.

Body Copy
 It is a logical continuation of headline and sub
head.
 Length of the body copy – Two types of body copy
– a) Long Body Copy is written for those products
which are complicated such as those carrying
technical explanation.
b) Short Body Copy – is sufficient for convenient
products such as soaps, cigarettes where such
decision making is not necessary.
 Body copy content often flows from the points
made in the headline or various subheads but the
specific content depends on the type of advertising
appeal and execution style being used –
comparisons, price appeals, demonstrations,
humors etc.

When we think of “media”, we think of:
Media are the agencies, means, or instruments used
to convey advertising messages to the public.

Message Transmitted To A Large
Number of People At The Same Time

MEDIA CLASSIFICATION LEVEL
Print InteractiveOutdoorBroadcast
News
papers
Tele
phone
TOI
Business
World
MTV
Radio
Mirchi
America
online
portal
Tele
marketing
Agency
Maga-
zines
Tele
vision
Radio Poster
s
Bill
board
Intern
et
Types of Media

The three general categories of advertising
media are:
 Print:
• Newspapers
• Magazines
• Direct Mail
• Directory
• Outdoor
• Transit
 Broadcast:
• T.V.
• Radio
• Webcasting
• Cyber ads
• Cinemas
 Specialty

Print Media
 Print media is written advertising,
included in everything from
newspapers and magazines to direct
mail, signs, and billboards. These are
among the oldest and most effective
forms of advertising.

Types Of Print Media
1) Newspaper:
Newspapers—daily or weekly, local, regional, or national—are the
main form of print media for many businesses.
2) Magazines:
Both consumer and trade magazines generate a high level of reader
involvement.
Magazines can target specific regional areas or interest groups Most
magazines are national in scope and appear every week or every month.

3) Direct Mail:
Direct-mail advertising is sent by businesses directly through the mail to
prospective customers.Types of direct-mail advertising include newsletters,
catalogs, coupons, samplers, price lists, and others.
4) Directory:
Telephone directories are the best known directories.They are divided into the
White Pages (free alphabetical listings) and theYellow Pages (paid categorical
listings and free alphabetical listings for businesses).

5) Outdoor:
The most common form of outdoor advertising is a billboard and posters. They
are useful for local businesses and businesses that cater to travelers.
6) Transit:
Transit advertising includes printed posters found inside business and commuter
trains, exterior posters on taxis and buses, and station posters located near or in
subways and in railroad, bus, and airline terminals

Types Of Broadcasting
Media
1) Television:
Television has an advantage over any other medium because
it combines sounds, images, and motion. Some ads are so
effective that they become part of our everyday language. “15
minutes could save you 15% or more on health insurance.”
TV ads can be shown on national, local, or cable stations to
reach any kind of market.
An infomercial is a TV program, usually 30 minutes long, made
to advertise a product.

2) Radio:
It typically generates specific audiences at different times of the day; for example,
adults at breakfast, housewives thereafter, and motorists during rush hours. It
can be a very cost-effective way of reaching these audiences although the types
of message conveyed will be limited by the lack of any visual elements.
3) Webcasting:
A webcast is like a TV or radio broadcast but it is sent and received over the
Web. A webcast usually consists of a live broadcast made by a Web camera (or
“cam”) crew hired to film a specific location or event.

4) Cyber-ads:
Cyber ads are ads that appear on the Internet. Cyber ads are different from
webcasts in that they’re displayed like magazine ads.
Pop-Up ads:
Pop-up ads appear for a few seconds when you first log onto the Internet or
when you click on a site.

5) Cinemas:
Although the numbers in the national audience are now small,
this may be the most effective medium for extending coverage to
the younger age groups, since the core audience is aged 15-30.

Support Media
 It reinforces a message being delivered through
some other media vehicles.
 It is a non traditional media, these are useful in
local markets.
 2 types of supportive media.
1. Media based: outdoor, point of purchase( Window
sign, Counter Display, Shelf Display), transit
advertising(Vehicle Ads), etc….
2. Non Media based: Branding, logos. Slogan,
packaging,,,,,….

SPECIALITY
 Specialty media are relatively inexpensive,
useful items with an advertiser's name printed
on them. Successful specialty media include
bottle openers, calendars, magnets, pens and
pencils, memo pads, and key chains

Other Advertising Media
Businesses are constantly creating
innovative means of transmitting their
messages to potential customers.
 Examples include:-
 Ads placed on hot air balloons and
blimps,
 Skywriting.
 Airplanes pulling advertising
banners

Print Media
Medium Advantages Disadvantages
• Flexibility
• Timeliness
• Good Local Market
Coverage
• Low Costs
• Brand Acceptance
• High Believability
• Short Life
• Poor Reproduction Quality
• Selective Reader Exposure
• Segmentation potential
• Quality reproduction
• High information content
• Longevity
• Multiple readers
• Long lead time for ad
placement
• No Guarantee of position
• Lack of flexibility

Broadcast Media
Television
• High Reach
• High Attention
• Combines sight, sound and
motion
• Appealing to Senses
• High Absolute Cost
• High Clutter
• Fleeting Exposure
• Mass use
• Low cost
• High Geographic and
Demographic selectivity
• Audio Presentation only
• Lower attention than
television
• Non standardized rate
structures

Outdoor Media
• Location specific
• High resolution
• Easily noticed
• Short exposure time
requires short ad
• Poor image
• Local restrictions
• Cost effective
• Effective
• Credibility
• Controllable
• Messy and clustered
• No Potential feedback

Interactive Media
• Many users
• Opportunity to give a
personal touch
• Relative high costs unless
volunteers are used
• High selectivity
• Interactive Possibilities
• Relatively low Cost
• Relatively new media with
a low number of users in
some countries
• Technology limitations
• Web snarl (crowded
access)

IMC-MEDIA PLANNING

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