Media Planning

BMM-Semester-V
Media Planning
Definition one: the process of deciding how to most effectively
get your marketing communications seen by your target audience.
Definition Two:
A process for determining the most cost-effective mix of media for
achieving a set of media objectives.
Goal: maximize impact while minimizing cost
Media is often the largest MC budget item
Definition: Three:
he design of a strategy that shows how investments in
advertising time and space will contribute to achievement of
marketing ob!ectives.
Definition four:
Media planning is about determining the best Media Mix "i.e.# the
best combination of one$way and two$way media% to reach a
particular target for a particular brand situation.
Media Planner- he person at the advertising agency who
develops and executes your media plan.
Media planners perform four basic functions:
1. Conduct media research
2. &etermine media ob!ectives and strategies
3. &etermine the media mix
4. &o the actual media buy
Decisions:
'(hich audience)
'(here)
'(hen)
'*ow long)
Various functions of Media Planning in Advertising
1. +roper media planning enables the selection of the right
media: selection of the right media is crucial in the entire
planning process. *ow best can , reach m! target
audience ,s the -uestion kept in mind)
2. ,t helps to allocate the advertising funds to the right
products in the right media: for example# ads for
chocolates will be placed in a slot where there is maximum
children viewer ship. .nd channels like /ickelodeon#
Cartoon /etwork or between 0$1 pm when most children
watch cartoons.
3. ,t indicates the period or the season in which the
advertiser need to concentrate advertising efforts: for
example all the paint advertisements concentrate on the
festive seasons. . few months before the festival like &iwali
the ads are released.
4. ,t helps achieve the advertising ob!ectives.
5. ,t minimizes wastages of advertising funds: when money is
used in the right direction there are minimum wastages. .
media plan helps the ad agency to obtain approval form the
client. +roper media planning will help the advertiser to
reach the right target audience. ,t helps to finalize the
fre-uency of advertisements: how many repetitions of the
advertisement should be done and are re-uired also
specified in a media plan.
Media Plan- the document or flow chart which details the tactics
used to accomplish your media ob!ectives.
T"# $%MP%&#&TS %' T"# M#D(A P)A&
. thorough knowledge of the characteristics of the various
advertising media is somewhat like knowing the vocabulary to a
language without the grammer. 2ike a vocabulary# media
characteristic don3t allow you to put the pieces together into a
meaningful whole. . media plan is made up of many elements in
addition to a descriptive analysis of the various media. (hile
there is no standard format# the following elements are found in
most national plans:
Media Plan components
%r
$riteria $onsidered in the Development of Media Plans
1. he media mix
2. arget market coverage
3. Geographic coverage
4. 4cheduling
5. 5each versus fre-uency
6. Creative aspects and mood
7. 6lexibility
8. 7udget considerations
1. Media mi*: he media mix has to reach the target
consumer. ,f the advertiser wants to reach men between 80
and 00 who are professional# the 9conomic imes will be
obviously a more appropriate choice than 6emina. 7ut
sometimes matching consumer profiles with media
characteristics becomes a lot more difficult. 6or example:
Media planners will find it difficult to decide which kind of
households can be reached by the *indi feature film : slot
v;s the < =3clock serial slot. . thorough analysis of the target
market will help in making this match and will reduce
wastage of media expenditure.
2. Target mar+et coverage: .udience can also be described in
psychographics terms ' activities# interest# and opinions
forming a life style# personality traits# and brand preferences.
.fter having a complete picture of our target audience# we
undertake the study of the media3s readership in terms of
demographic# economic and psychographics terms.
3. ,eographic coverage: Media strategy is based upon
market coverage. ,f media planners want to market products
nationally# they will select all$,ndia newspapers and
magazines. *owever# if market is limited to a particular
region# they shall select vernacular media popular in that
region. ,n this way# media planners do not waste resources
by advertising product in the regions in which it is not
available. hey have to see how strong a product is in a
particular geographical region and advertise more in high
potential areas.
4. Scheduling: Media scheduling decisions are the decisions
about the timing# continuity and size of the ads. (e have to
see when to advertise# for how long# and for what time
period. (e have to see the size and placement of our ad.
5. -each versus fre.uenc!: here should be an attempt in
the media ob!ectives to balance the reach and fre-uency.
here should be an appropriate message weight at the same
time. his will help us realize our advertising plan. o face
heavy competitive campaign# we should have greater
fre-uency to ensure the repetition of the message. ,t is not
so important to have a wider reach. (hile advertising an
innovation# a greater reach is preferred# to a greater
fre-uency. ,t is also important to have a large message
weight. =nce the media ob!ectives are set# we are ready to
develop strategies to realise them.
6. $reative aspects and mood: Creative considerations such
as the -uality of reproduction# the colour effect# special
effects# have to be considered. he medium must be
appropriate for the ad message. 6or example: he ads for
ice cream would be reproduced better in colour and
therefore black and white newsprint is not appropriate.
Media decisions have to be made in consultation with the
creative team that has actually produced the ad. (ithin the
medium selected# decisions related to unit buying# is also
influenced by the creative team. here is a constant tug$of$
war between the creative team and the media team . the
creative team wants larger space# more : and radio time
and superior -uality of +=+ material# while the media team
along with the finance department of the client looks for
economy and maximizing the effect of every rupee spent on
the media.
7. 'le*ibilit!: he ability of the media to adapt to changing and
specific needs of advertisers is flexibility. Certain media
allows such flexibility with respect to the advertised
message# the geographical coverage and the ad budget 6or
example: the times of ,ndia group of publication may offer
advertisers the flexibility of placing ads in different editions of
the paper. 4o if# for instance# +arle3s find that competitive
activity has increased in &elhi# it may use the &elhi edition of
imes of ,ndia to combat competitor3s activity.
8. Budget considerations: . choice of media will depend to a
large extent upon the size of the advertising budget. Certain
media types may be too expensive for the funds available.
Media Bu!er responsibilities:
Media 7uyer is responsible for purchasing media space or time#
as well as developing the campaign and researching how it will be
most effective for the client. heir mission is to find a combination
of media that will enable the marketer to communicate the
message in the most effective manner possible at the minimum
cost.
/0 Providing inside info
Media buyers are important information sources for media
planners. Close enough to day$to$day changes in media
popularity and pricing to be a constant source of inside
information
10 Selecting Media Vehicles
Choose the best vehicles that fit the target audience3s aperture.
he media planner lays out the direction> the buyer is responsible
for choosing specific vehicles
20 &egotiation
Media buyers pursue special advantages for clients. 2ocate the
desired vehicles and negotiate and maintain satisfactory schedule
and rates
30 Preferred Positions
2ocations in print media that offer readership advantages.
+referred positions often carry a premium surcharge
40 Billing and Pa!ment
,t is the responsibility of the advertiser to make payments to
various media
he agency is contractually obligated to pay the invoice on behalf
of the client
50 Monitoring the Bu!
he media buyer tracks the performance of the media plan as it is
implemented# as well as afterward. +oorly performing vehicles
must be replaced or costs must be modified
60 Ma+e-,oods
. policy of compensating for missed positions or errors in
handling the message presentation. 9nsure that the advertiser is
compensated appropriately when they occur
70 Post-campaign #valuation
=nce a campaign is completed# the planner compares the plan3s
expectations and forecasts with what actually happened. +rovides
guidance for future media plans
Media planning process:
Media planning is the process of designing a course of action that
shows how advertising space and time will be used to contribute
to the achievement of the marketing and advertising ob!ectives.
he media plan is created by the media planner from information
about the market and prospective customers. Media decisions are
primarily based on the creative strategy established for the
campaign and the characteristics of the target market. hrough
market research# facts about the target market are accumulated
and generalized into a consumer profile. his along with the basic
copy strategy and copy re-uirements is analysed by the media
planner# taking into account the size of the advertising budget.
his analysis is followed by matching the audience characteristics
of various media with the consumer profile and by evaluating the
adaptability of the physical format of the media to copy
re-uirements. 6inally# through the exercise of !udgment
concerning dimensions of coverage# reach# fre-uency# continuity#
ad size... the media plan emerges.
(ith all the advertising decision making the ultimate responsibility
for choosing media rests with the advertising; brand manager.
The Media Planning Steps
There are 4 steps in the Media planning process:
1. Market analysis
2. Media ob!ectives
3. Media strategies
4. Media Mix
5. 7udget and Media 7uying
Step one: Mar+et anal!sis
he goal of a market analysis is to determine the attractiveness of
a market and to understand its evolving opportunities and threats
as they relate to the strengths and weaknesses of the firm.
&etailed situation analysis is done to find out the following
information:
David A0 Aa+er outlined the following dimensions of a mar+et
anal!sis:
1 ?. Market size "current and future%
8. Market growth rate
@. Market profitability
A. ,ndustry cost structure
0. &istribution channels
B. Market trends
1. Cey success factors
D. Market 4ize
Step 1: Setting media ob8ectives:
Media Objective:
he specific goals an advertiser has for the media portion of the
advertising program. ,n the media planning context# you need to
establish firm ob!ectives for your plan in order to demonstrate how
it will help your brand achieve its marketing goals.
Media ob!ectives are in harmony with the advertising and the
marketing plans. hus while launching a new product or
repositioning an existing product# there are specific ob!ectives
which will guide our media decisions. hese ob!ectives must be
measurable. ,t facilitates co$ordination and evaluation once the
campaign is over.
There are broadl! five elements in media ob8ective
statements:
?. arget .udience
8. 5each
@. 6re-uency
A. Message (eight
5. Message &istribution
/0 Target Audience: "ow to reach
(hich is the audience for our product) his happens to be the
most important consideration in the media decisions. (e first
examine our market plans and advertising plans. hese provide
us details about the audience in terms of age# religion# sex#
education ' these are demographic characteristics.
(e can describe it in terms of their income and occupation.
.udience can also be described in psychographics terms '
activities# interest# and opinions forming a life style# personality
traits# and brand preferences. .fter having a complete picture of
our target audience# we undertake the study of the media3s
readership in terms of demographic# economic and
psychographics terms.
.gencies conduct their own media research. 9ven media itself
provides a demographic profile of their readers. here are
readership surveys to guide us. (e have to select those media
vehicles whose demographic profile matches the target audience
of our product.
(e can target our product to a segment of the market. hen we
have to select that media vehicle which reaches this segment.
(e may have to use another media vehicle to reach some
another segment> ,t should# however# be seen that a united image
is pro!ected and consistency of message is maintained through
different media mix.
10 -each
Reach indicates a percentage of target audience who is exposed
at least once in a given period to a particular media vehicle. ,t
does not matter how many times they actually see or hear the ad
message.
hough reach measures exposure# it does not actually measure
those who have noticed a particular ad.
he ob!ective of reaching target audience is calculated
irrespective of the fact whether these people have taken
cognizance of our ad. ,t is a term that is used for all media "print#
:# radio% and indicates the number of people who are actually
exposed to the medium in a given period# which is normally linked
to the periodicity of the medium.
(hile deciding about the reach# the time period selected is either
four$weeks or corresponds to the purchase$cycle of the product.
Determinants of -each
?. More prospective customers are reached by a media
schedule using multiple media rather than a single medium
.nother influencing factor is the number and diversity of media
vehicles used
5each can be increased by diversifying the day parts used to
advertise
20 're.uenc!
6re-uency indicates the number of times people in the target
audience are exposed to a media vehicle during a given period of
time. Average frequency gives the average number of times
people or households in our target audience are exposed to a
media vehicle.
Average 're.uenc! 9 Total &umber of #*posures
Total Audience -each
,f ?0EE people in the target audience tune in an 6M radio
programme @ times during a four week period# and ?0EE people
tune in B times# the calculation would be otal /umber of
exposures F "?0EE x @% G "?0EE x B%
F ?@#0EE
otal audience reach F ?0EE G ?0EE
F @EEE
.verage fre-uency F ?@0EE F A.0
@EEE
,n our example# we reach @EEE people A H times on an average.
,t does not necessarily mean that everyone has A.0 exposures. ,t
is !ust an average. Generally# a single exposure may not work
either in creating an awareness or provoking someone to buy.
he more the exposures# the better the impact. 7esides# more
exposures make us rise above the competitive noise. ,t is good to
plan how many times we would like our audience to see the
message in a given medium. (hile introducing a new product# we
need more fre-uency. (hen the ad size is small# we need more
fre-uency. (hen the message is complex# we need more
fre-uency. *igher fre-uency helps us stand out in the clutter.
(e have to decide the effective frequency$ it is not fre-uency#
which is needed to communicate effectively with the target
audience. ,t is a difficult thing to settle.
here can be a minimum fre-uency and maximum fre-uency to
be effective. 2esser fre-uency makes the communication
ineffective. *igher fre-uency may be a waste of ad resources.
here can be also ad fatigue if there are too many repetitions.
Iust as the situation analysis leads to establishment of marketing
and communications ob!ectives# the media situation analysis
should lead to determination of specific media ob!ectives. he
media ob!ectives are not ends in themselves. 5ather# they are
designed to lead to the attainment of communications and
marketing ob!ectives. Media ob!ectives are the goals for the
media strategies.
30 Message :eight
he sum of the reach number of specific media vehicles in a
given media plan gives the message weight. *ere while summing
the reach# duplication or overlapping is ignored. Message weight
is expressed in terms of gross impressions or gross rating points
"G5+%.
he total size of the audience for a set of ads or an entire
campaign.
Message weight can be expressed as:
a0 %pportunit! to see: he possible exposure of the advertising
message to one audience member is called an opportunity to see
"=4%.
b0 ,ross (mpressions: ,t is the total number of potential
exposures "audience size by the number of times the ad message
is used during a period%. Gross impressions are a summation of
exposures of the target audience to media vehicles in a media
plan.
9ach exposure is counted as one impression.
4uppose an advertiser puts advertisements on a programme of a
: channel viewed five times by BEEE people in the target
audience and seven times by BEEE people in a four week period.
.lso suppose during the same four week period# the ad is put
another programme of a second : channel viewed @ times by
@EEE people in the target audience# the gross impressions would
be:
Gross impression F "BEEE x 0% G "BEEE x 1% G "@EEE x @%
F D?EEE
he first group receives @EEEE impressions# the second group
receives A8EEE impressions and the third group receives <EEE
impressions. hus in all D?EEE impressions are received during a
four week period.
.s duplication is ignored between the media vehicles while
summing up the impressions# we use the term gross.
c0 Televisions households: 7ecause gross impressions are
often expressed in millions and are awkward to handle# media
planners prefer to use percentages $ or a rating# for example# a
rating of : households is the percentage of homes exposed to
an ad medium. . rating of 8EF8EJ of the households with :
sets> televisions households# or ":**%.
d0 ,ross -ating Points ;,-Ps< $ the total weight of a specific
media schedule# computed by multiplying the reach# expressed as
a percentage of the population# by the average fre-uency.
G5+ is the combined measure of reach and fre-uency indicating
the weight of a media plan
he more G5+s# the more KweightL a plan has
,-P is a unit of audience measurement# commonly used in the
audio$visual media# based on reach or coverage of an ad. . single
G5+# usually# represents ? per cent of the total audience in a
given region.
6or a mass media like a : channel# message weight is
expressed in gross rating points "G5+s%. ,t is a sum of the rating
points of all programmes in the : media plan. =ne rating point
indicates one percent of the target audience. G5+s of the entire
media plan are given by
G5+s for : are calculated generally for a week or a month.
elevision 5ating points "5+s% are available in ,ndia calculated
on the basis of the panel method. he ultimate business of : is
to deliver the eyeballs. ,t is obviously an issue of audience share.
Gross impressions in print media are counted for every ad in
every media vehicle used during the whole campaign.
here should be an attempt in the media ob!ectives to balance the
reach and fre-uency. here should be an appropriate message
weight at the same time.
his will help us realize our advertising plan. o face heavy
competitive campaign# we should have greater fre-uency to
ensure the repetition of the message. ,t is not so important to
have a wider reach.
(hile advertising an innovation# a greater reach is preferred# to a
greater fre-uency. ,t is also important to have a large message
weight. =nce the media ob!ectives are set# we are ready to
develop strategies to realize them.
The Simple 'ormula to $alculate ,-Ps
,ross -ating Points ;,-Ps< 9 -each * 're.uenc! ,ross -ating Points ;,-Ps< 9 -each * 're.uenc!
Print e*ample
0E reach M 0 insertions F 80E G5+s
Broadcast e*ample
B "rating% M 0 "fre-uency% F @E G5+s
Gross impressions are a summation of exposures of the target
audience to media vehicles in a media plan. 9ach exposure is
counted as one impression.
4uppose an advertiser puts advertisements on a programme of a
: channel viewed five times by BEEE people in the target
audience and seven times by BEEE people in a four$week period.
.lso suppose during the same four week period# the ad is put
another programme of a second : channel viewed @ times by
@EEE people in the target audience# the gross impressions would
be:
Gross impression F "BEEE x 0% G "BEEE x 1% G "@EEE x @%
F D?EEE.
6or a mass media like a : channel# message weight is
expressed in gross rating points "G5+s%. ,t is a sum of the rating
points of all programmes in the : media plan. =ne rating point
indicates one percent of the target audience. G5+s of the entire
media plan are given by
G5+s of Media +lan F +roportion of target audience reached x
average fre-uency
G5+s for : are calculated generally for a week or a month.
elevision 5ating points "5+s% are available in ,ndia calculated
on the basis of the panel method. he ultimate business of : is
to deliver the eyeballs. ,t is obviously an issue of audience share.
Gross impressions in print media are counted for every ad in
every media vehicle used during the whole campaign.
here should be an attempt in the media ob!ectives to balance the
reach and fre-uency. here should be an appropriate message
weight at the same time. his will help us realize our advertising
plan. o face heavy competitive campaign# we should have
greater fre-uency to ensure the repetition of the message. ,t is not
so important to have a wider reach.
(hile advertising an innovation# a greater reach is preferred# to a
greater fre-uency. ,t is also important to have a large message
weight. =nce the media ob!ectives are set# we are ready to
develop strategies to realise them.
40 Message Distribution:
Message$distribution ob!ectives define where# when# and how
often advertising should appear. o answer these -uestions# a
media planner must understand the following:
Audience si=e - simply the number of people in the mediumNs
audience. ,n print media# for example# .udit 7ureau of Circulation
actually counts and verifies the number of subscribers
"circulation% and multiplies by the number of readers per copy
"5+C% to determine total audience.

+roduction of the message is managed both centrally and locally
depending on the needs of the clients and the distribution of the
message in the region. 4ome agencies that create and execute
the marketing mix for multinationals with extensive product lines
organize their staff according to the marketing demands.
wo agencies in particular use a combination of central# regional
and local personnel to target their clientNs customers worldwide.
&epending on the scope of the brand and the regions to be
targeted# these agencies would accordingly distribute the
creation# production and execution of the message. he goal in
this case is to produce the most effective message for each
market.
Step 2: Media Strateg!
Media strategy is the way we seek to realize our media
ob!ectives. (hen formulated correctly# it enables an advertiser to
rise above the clutter of ads# and stand out in the competition.
Media strategy expects media planners to be creative in using the
media. he use of the media should complement and supplement
each other. he ad should be consistent with the editorial
environment of the media. he placement should be strategic.
he media3s creative potential is fully used.
he ad should provoke readers to look at it more than once. ,t
should be engaging enough# say incorporation of a crossword
puzzle in the copy of the ad. (e can use non$traditional media
like a amasha show or a magic$show. Media can be used to
build credibility.
'actors (nfluencing Media Strateg!
a) arget Market +rofile
b) /ature of the Message
c) Geographic Market +riorities
d) iming of .dvertising
e) 5each;6re-uency;Continuity
Media strateg! has to cover decisions ta+en in the areas of:
a0 ,eographic selectivit!
b0 Scheduling of the ads
c0 Media selection
d0 $ost efficienc! of the selected media0
a0 ,eographic Selectivit!
=ur media strategy is based upon our market coverage. ,f we
market our products nationally# we will select all$,ndia newspapers
and magazines.
*owever# if our market is limited to a particular region# we shall
select vernacular media popular in that region. ,n this way# we do
not waste our resources by advertising our product in the regions
in which it is not available.
.
(e have to see how strong a product is in a particular
geographical region and advertise more in high potential areas.
Marketers may measure the sales strength in particular market by
making use of two ratios ' the brand development index and the
category development index
Brand Development (nde*:
To determine BDI, a markets brand sales percentage is
divided by the total population percentage of that market
multiplied by 100.
he brand development index "7&,% measures the sales strength
of a brand in a particular area.
BD( 9 Percentage of brand>s total all ? (ndia sales in the
mar+et * /@@
Percentage of total (ndian population in the mar+et
his index enables a media planner to allocate the media budget
by setting his priorities.
$ategor! Development (nde*:
To determine DI, a markets category sales percentage
is divided by the total population percentage of that
market and multiplied by 100.
,t measures the sales potential of product category. hus it takes
into account the potential of all competitors selling the same
category.
$D( 9 Percentage of product categor!>s total all (ndia sales
* /@@
Percentage of total (ndian Population in the mar+et
These numbers over 100 are considered good but
comparing the BDI to the DI provides the most insight.
7rand and Category .nalysis
b0 Media Scheduling
Media scheduling decisions are the decisions about the timing#
continuity and size of the ads. (e have to see when to advertise#
for how long# and for what time period. (e have to see the size
and placement of our ad.
Timing: .dvertising message can be timed in four ways
depending upon our ob!ectives
I. o time the message in such a way that the customers are
most interested in buying that type of a product# e.g.# fridges
in summer# soft drinks in summer# woolens in winter# gift
items during &eepavali.
II. o time the message in such a way that it stimulates
demand in the lean period# e.g.# ice creams in winter# holiday
resorts in monsoons.
III. o time in such a way that it by$pass competitive
campaigns# e.g.# +epsi commercials are to be aired when
there are no Coke commercials.
IV. o time in such a way that the message is carried by
the media when the audience is receptive to it# e.g.#
household products in the afternoon slot of : when
housewives watch :.
he importance of time element must be understood in the
purchase behavior of the customer by doing suitable research.
Most %rgani=ations Ase %ne of These Three Scheduling
Strategies
Three Scheduling Methods
1. Continuity: (hen an ad is run in the media for a long period
without any gap# we are using continuity scheduling. ,t is used for
those products# which are in demand round the years. he ads
are in the form of reminder.
10 Alternative to continuit! is fighting where advertising runs
for some period and then there is a gap# and again it runs for
some period. he interval between two advertising runs comes
after a flight. he message can be schedule to correspond to
peak purchasing periods or at a time when the audience is most
receptive.
(hen we have a media mix alternative flights are ad!usted in
such a way in different media that overall continuity is achieved.
20 Pulsing is another option0
,t represents a consistent low$level advertising activity# and
addition of pulse to make a high$level of advertising during certain
periods. . pulse is a period of intense advertising activity. he
pulses can occur at the start while launching a new product.
here can a promotional pulse of one shot# e.g.# financial
advertising of a company3s issue. 7ursting is a techni-ue for
scheduling : ads. *ere the commercial is repeated on the same
channel time and again to reinforce the message for a short
period.
Timing and Duration as Media strategies
Timing:
1 a. Steady schedule or continuous
2 b. Flight
3 c. Pulse
Duration:
1 a. Reach
2 b. Frequency
3 c. GRP
4 d. CPRP
5 e. CPT
6 f. BDI
7 g. CDI
c0 Selecting the Media
.n advertiser can choose a single medium or a mix of media to
take its message to the target audience. Media mix ' a
combination of several media is used when it is not possible to
reach the target audience by one single medium ade-uately and
with a good impact.
Marketers segment a market# and a suitable media can be
chosen to match a specific segment. Creative execution becomes
varied when a media mix is used. ,n a media mix# one medium
can be used to promote a product and the other as reminder# thus
reinforcing each other. . combination must be synergistic# where
the sum total of effects is greater than the sum of individual
medium3s effect.
9ach media has a particular readership or viewer ship. (e have
to understand the size and the characteristics of the readership or
viewer ship.
(e have to match the target audience of our product to the
demographic characteristics of the readers;viewers of the media
as far as possible. Media research helps us in this matching the
product and the media.
9ach medium has different alternation value. 7ut attention given
to a medium also depends upon the message and its execution.
9ach medium has a motivation value whereby it stimulates
readers to respond. 9ach medium has its own editorial
environment provided by its contents which surround the ad
his environment should be compatible with the product and its
benefits. he environment should also be consistent with the
mood of the desired audience. . commercial of an air$line is not
consistent with the news of an air$crash.
he audience mood is not conducive to the reception of the
message. 4everal media provide an environment of respectability.
(e have to consider the placement of the ad and the editorial
material and keep on changing the same if necessary.
=ur competitors also via with us for the attention of the same
target audience. (e must understand their media strategy#
budgets and mixes. ,t helps us in setting our strategy correctly.
(e can confront them head on. (e can change the media mix.
(e can bypass a media selected by them. (e can change our
geographic allocation. . competitor3s share of voice can be
studied. ,t is given by:
Share of voice 9 Brand #*penditure
Product $ategor! e*penditure
(e have to decide whether we can match a competitor3s share of
voice or exceed it. (e can use another medium in which there is
a large share of voice for us.
(e should not forget that we never buy media. (e only buy
audiences. he client pays the agency to buy the audience
attention to his brand.
Si=e and Placement
he decisions about the size of the ad and its placement are also
important in scheduling. here are several size options in print
media right from a small portion of the page to a full page to
several pages.
,n electronic media# we have options to select commercials for
various lengths of time# ?E$seconds# @E$seconds or BE$seconds.
he size decision is based upon our ob!ectives# the creative
execution necessary# the budget and the reach and fre-uency
decisions.
. full$page ad does not cost twice the half$page ads. ,t is less
than that. 7y sacrificing the size of the ad# we can save costs but
we miss on attention. 7ut we can buy more ads of lesser space if
we sacrifice size# and thus a higher fre-uency ob!ective may be
satisfied by reducing the size. he small ads can be made more
effective by having suitable layouts and copy.
+lacement of the ads in the medium also affects the impact of the
ad. Covers are the preferred medium for their impact in
magazines.
he placement near important editorial matter is also preferred.
Media charge slightly higher if we specify a particular position and
so we must do a proper cost$benefit analysis.
d0 $ost #fficienc! of selected Media:
he cost of advertising in various media must be analysed
properly. (e have to compare the cost of different media. ,t helps
us select the best media to optimize our ob!ectives.
Cost per thousand "C+M% is one yard$stick to compare the costs
of different media. ,t is the cost of reaching a thousand persons.
The formula for $PM is:
Cost per housand F Cost of media unit x ?EEE
Gross ,mpression
o illustrate# if we take a full page ad at a price of 5s. 0EEEE in a
magazine to reach one lac people# our C+M would be
Cost per housand F 0EEEE x ?EEE
?EEEEE
F 5s. 0EE
CPRP: Cost per rating point
The cost of reaching one percent of the target population. C is
calculated by dividing the cost of the schedule by the gross rating
points. !ational and regional advertising buyers frequently use
this cost efficiency measure" since it can be applied across all
media.
he cost per rating point is used to estimate the cost for :
advertising on several shows.
Cost per rating point F Commercial time cost
+ercentage of audience.
Step four: Selecting Media Mi*
Media mix means the advertising strategy encompasses the use
of more than one type of advertising media to get its message
across the target audience.
. combination of media types is known as the media mix. /o
advertiser can rely only on one medium to reach his audience.
Selecting broad media classes
Purpose: o determine which broad class of media best fulfils the
criteria. ,nvolves comparison and selection of broad media
classes such as newspapers# magazines# radio# television# and
others. he analysis is called intermediate comparisons. .udience
size is one of the ma!or factors used in comparing the various
media classes.
Selecting media within classes:
Purpose: o compare and select the best media within broad
classes# again using predetermined criteria. ,nvolves making
decisions about the following:
?. ,f magazines were recommended# then which magazines)
8. ,f television was recommended# then
i.7roadcast or cable television)
ii. /etwork or spot television)
20 (f radio or newspapers were recommendedB then
a. (hich markets shall be used)
b. ,f network# which program "s%
c. ,f spot# which markets)
d. (hat criteria shall buyers use in making
purchases of local media)
:hat criteria shall bu!ers use in ma+ing purchases of local
media
a. Media use decisions$ 7roadcast:
b. (hat kind of sponsorship "sole# shared# participating# or
other%)
c. (hat levels of reach and fre-uency will be re-uired)
d. 4cheduling: =n which days and months are commercials to
appear)
e. +lacement of spots: ,n programs or between programs)
Media use decisions-Print:
a. /umber of ads to appear and on which days and
months.
b. +lacements of ads: .ny preferred position within
media)
c. 4pecial treatment: Gatefolds# bleeds# color# etc.
d. &esired reach or fre-uency levels;
Media use decisions-%ther media
/0 Billboards
i.2ocation of markets and plan of distribution
ii. Cinds of outdoor boards to be used.
8. &irect mail or other media: &ecisions peculiar to those media.
The Media Mi*
Media mix means the advertising strategy encompasses the use
of more than one type of advertising media to get its message
across the target audience. . combination of media types is
known as the media mix. /o advertiser can rely only on one
medium to reach his audience.
9ven a small advertiser having a small media budget has
thousands of media from which to choose. . typical media mix for
consumer products# such as a soft drink# will include television#
outdoor# +=+ and even the print media. this combination plays a
crucial role in reaching the maximum number of consumers at the
minimum cost.
=nce a media plan is ready# the decision is to be made about the
media mix. 4electing the media mix involves several
considerations.
Factors considered while selecting a media mix
he media plan which is derived from the marketing and
advertising plan has set a broad framework for media decisions.
he execution of this plan depends upon the following
considerations:
/0 Budget: . choice of media will depend to a large extent upon
the size of the advertising budget. Certain media types may be
too expensive for the funds available. 6or example: the cost of
national transmission over &oordarshan may be too high for an
advertiser. he cost of maintaining a neon sign cannot be
afforded by small budget advertisers.
10 $ompetitor>s Strateg!: Media decisions of one advertiser are
influenced by the competitor3s strategy. 4ome years ago only
large advertisers used television in ,ndia. 7ut with the runaway
success of /irma detergent# manufacturers large or small used
television to gain maximum exposure# with the hope of creating
another success story. .n advertiser tries to reach the same
audience as its competitors. *e may also attempt to find specific
target groups not reached by his competitors. ,n both these cases
he considers his competitor3s strategy before deciding his media
mix.
20 're.uenc! vCs -each0 .s explained in the earlier section#
fre-uency and reach are important considerations in the media
plan. 6re-uency refers to the number of times the advertiser
reaches the same person# while reach refers to the total number
of people covered. he greater the fre-uency with which you
reach the same person through media selection# smaller the
reach will be and vice 'versa "assuming a limitation in the size of
the budget%. .n advertiser will need to know the -uantitative data
about media audience in order to make more accurate fre-uency
and reach decisions.
6or example: ,f an advertiser uses radio# he may be able to afford
to broadcast the advertising !ingle every @E minutes# and this
increases the fre-uency of the radio listeners exposure to the
advertised message. 7ut the reach of this message is limited and
will not cover those who are not listening to the radio. (ith the
same budget# the advertiser can buy less radio time# place a few
insertions in the print media and buy some television time. his
combination will reduce the fre-uency at which an individual
consumer is exposed to the advertised message but will increase
its reach. hus# there is always a trade$off between these two
considerations.
30 (ncreasing distributors> support: .lthough consumer media
are selected primarily to affect the consumer# the impact of media
upon distribution channels# that is the middlemen# is also
important. 9ffective use of advertising media lends support to the
middlemen3s selling efforts. Middlemen are more likely to support
a brand that has greater exposure in the local media. 5etailer
sometimes runs their own tie$in advertising along with the
producer3s advertisement# in the same media.
40 $ontinuit!: . decision must be made about how long an
advertisement campaign should be run on one media. here is a
cumulative advantage from continuity# as a greater audience will
be reached in erms of both fre-uency and coverage by
advertisements continually placed in one medium. he same
medium will have some new audience. 6or products such as
toothpaste# soaps# that are fre-uently re$purchased# continuity is
a more important consideration. 7ut products that are purchased
infre-uently may find it more suitable to use a variety of media in
order to reach varied audience. 6or example: the ads of 4intex
water tanks.
50 'le*ibilit!: he ability of the media to adapt to changing and
specific needs of advertisers is flexibility. Certain media allows
such flexibility with respect to the advertised message# the
geographical coverage and the ad budget 6or example: the times
of ,ndia group of publication may offer advertisers the flexibility of
placing ads in different editions of the paper. 4o if# for instance#
+arle3s find that competitive activity has increased in &elhi# it may
use the &elhi edition of imes of ,ndia to combat competitor3s
activity.
60 'ranchise Position: .dvertisers using a particular medium
over a period of time may en!oy special franchise positions.
4pecial page positions in magazines and newspapers may be
reserved for them. 6or example: he back page of 7usiness ,ndia
may be booked by 7a!a! .uto while the inside back cover of ,ndia
oday may be booked on a long term basis by (ills 6ilter
Cigarettes.
70 Standard of Acceptance and $odes of #thics: Most media
vehicles have codes of ethics that set the standards of
acceptance.
D0 $ost per Thousand: his is the most important consideration
while making media decisions. .lthough the cost is considered
while fixing the budget# the concept of cost per thousand is the
accepted norm for measuring the media effectiveness. he
formula for computing cost per thousand is e-ual to +rice of the
medium to the advertiser;&elivered audience "in thousands%.
his formula has certain limitations. he delivered audience may
not be the same as the prospective customers. .d!ustments to
arrive at the prospective customers are possible but this is not
always easy to compute. 4econdly# there is no data available to
find out whether the delivered audience has actually seen or
heard the advertised message.
/@0 $reative considerations: Creative considerations such as
the -uality of reproduction# the colour effect# special effects# have
to be considered. he medium must be appropriate for the ad
message. 6or example: he ads for ice cream would be
reproduced better in colour and therefore black and white
newsprint is not appropriate. Media decisions have to be made in
consultation with the creative team that has actually produced the
ad. (ithin the medium selected# decisions related to unit buying#
is also influenced by the creative team. here is a constant tug$of$
war between the creative team and the media team . the creative
team wants larger space# more : and radio time and superior
-uality of +=+ material# while the media team along with the
finance department of the client looks for economy and
maximizing the effect of every rupee spent on the media.
//0 The medium and Target $onsumer Match: he media mix
has to reach the target consumer. ,t the advertiser wants to reach
men between 80 and 00 who are professional# the 9conomic
imes will be obviously a more appropriate choice than 6emina.
7ut sometimes matching consumer profiles with media
characteristics becomes a lot more difficult. 6or example: Media
planners will find it difficult to decide which kind of households can
be reached by the *indi feature film : slot v;s the < =3clock
serial slot. . thorough analysis of the target market will help in
making this match and will reduce wastage of media expenditure.
/10 )anguage: ,n ,ndia this is an important consideration and
depending upon which a particular ethic group has to be reached
a particular language newspaper# or television and radio
programme must be used.
/20 Prestige of media: ,t is said that the prestige of the
advertising medium is transferred to the advertised product. (hen
an ad appears in times of ,ndia# the image of the newspaper is
transferred to the product and this helps in building the brand
image. 4ponsorship of prestigious programme such as the =scar
awards# Grammy awards# (orld Cup matches# are also
considered prestigious advertising opportunities.
/30 The #ditorial #nvironment : 4ince the broadcast media #
that is the radio and : media# are government controlled# they
are not perceived to have independent editorial policies. 7ut the
print media en!oys the freedom of press and each publication has
its individual editorial philosophy. he editorial environment in turn
influences reader profile. .dvertisers would like to place their ads
in publication having an appropriate editorial environment. 6or
instance# the ads of political parties have appeared in various
newspapers while the ads promoting brand name of li-uor tend to
use men3s magazines as their vehicles.
/40 &ature of the product or services and nature of the
mar+et to be covered: 4ome products have niche markets and a
special direct advertising medium will be suitable for them. 6or
example: &etergents for washing machines can be used only by
people having washing machines# but daily consumer products
have a wider market and hence may use mass media.
he geographical extent of the market has also to be considered.
,s the market local# national or international for example: he ads
of .ir ,ndia will appear both in national media as well as
international magazines and other media. 7ut the ads of ,ndian
.irlines will probably use only national media.
/50 Availabilit! of Media Time and Space: Media time and
space have to be booked in advance. (hen an announcement is
to be made immediately# the advertiser has little choice but use
the available media time and space. Most popular media slots
have to be booked months in advance. Media buying has become
an important component of media planning due to the cost
constraints and increase in competitive activity.
Step five: Budget Allocation and Media Bu!ing
7udget .llocations: classifies spending my medium" region" and
time of year
Media Bu!ing
a. =ccurs once plan is approved
b. 7uyers work with media representatives to negotiate final
prices for the various activities
edia buyers !or" in ad#ertising and $edia agencies negotiating%
&urchasing and $onitoring $edia s&ace on behalf of their clients. They
ai$ to reach the highest nu$ber of &eo&le in the target audience at the
lo!est &ossible cost.
Chosen $edia $ay include ne!s&a&ers% $aga'ines% &osters% internet%
tele#ision and cine$a. edia buyers !or" across a range of $edia or
s&ecialise in one &articular area. They often !or" on $ore than one
client account at a ti$e.
In so$e full ser#ice agencies% offering both creati#e and $edia% the role
of $edia buyer is often co$bined !ith $edia &lanner.
ypical work activities
edia buyers !or" closely !ith $edia &lanners. edia buying and
&lanning acti#ities $ay be co$bined in one role% &articularly at the early
stages of a career.
Ty&ical !or" acti#ities of edia buyers include(
!or"ing on a range of client accounts at the sa$e ti$e% often
)uggling #arious &ro)ects and deadlines*
identifying the target audience for a &articular $edia ca$&aign and
deciding ho! best to co$$unicate to that audience*
"ee&ing u& to date !ith industry research figures% including
distribution figures +ne!s&a&ers and $aga'ines, and audience
figures +T- and radio,*
$onitoring buying strategies*
liaising and building relationshi&s !ith clients and $edia sales
co$&anies*
negotiating !ith $edia sales co$&anies to obtain the best rates and
$ost a&&ro&riate $edia s&aces in online% broadcast and &rint
ad#ertising*
liaising !ith $edia sales &eo&le to ad)ust $edia schedules in
res&onse to audience figures*
boo"ing indi#idual $edia s&ots% &ages% &osters% internet banners%
broadcast ad#erts% etc.*
ensuring that the ad#erts run accurately so the desired $edia
$essage is seen and heard by consu$ers*
client re&orting and budget $anage$ent% including &re&aring
costings for clients and &roducing s&ending u&dates throughout the
ca$&aign*
collecting and analysing sales and consu$er data*
underta"ing research using a !ide range of s&ecialist $edia
resources*
$onitoring the effecti#eness of the ca$&aign . this data $ay also
be used to $onitor future ca$&aigns*
su&&orting the $edia $anager and other colleagues.
Step Six: Evaluation
edia &lan e#aluation is a crucial final ste& to chec" !hether the
&lanned $edia. &rogra$$e confor$s to the ob)ecti#es as set for it. .
Media Bu!ing in Detail
T!pes of &ewspapers Advertising
/0 Display adertising: o distinguish advertising from editorial
matter# display advertising is designed comprising the copy# the
layout# and the visuals. hese ads come in all sizes. hey are
placed all over in a newspaper# depending upon the policy of that
paper. &isplay advertising is national or local.
10 Co!operatie adertising: 2ocal ads can be inserted on cost
sharing basis between the manufacturer and retailers ' co-
operative advertising. 2ocal display advertising is charged a lower
tariff than the general display advertising.
". Classified ads# are small ads charged in terms of number of
words# and putting the message in several categories or classes
such as employment# real estate# matrimonial# automobiles and
so on.
Classified ads can be classified display ads# where bold letters#
illustrations# borders and other visual elements are used.
/ewspaper also put a pre$printed ad insert in the paper. he
paper with the insert is delivered to the reader. ,t is !ust a method
of distribution for advertisers. ,t can be geographically selective
and cost$effective.
Placing the Ad in the &ewspapers
(e have to fill an insertion order while placing the ad. his order
gives specific date"s% on which the ad is to be published# the rate
at which it is to be published# and production details preparatory
to the publishing of the ad. .gencies provide newspapers the ad
material in finished form.
,f a small advertiser expects the newspapers to compose the ad#
the newspapers first create a proof which is to be checked by the
advertiser for correctness. =nce the ad is run# a tear-sheet which
is an actual page torn from the newspaper in which the ad was
run is sent to the advertiser. ,t is a proof of publishing as per
re-uirements. ,f there is an error# the advertiser or its agency can
ask for rate ad!ustment or free insertion.
Print Media Bu!ing
a0 &ewspaper bu!ing:
Characteristics of #ewspapers
/0 (mmediac!0 /ewspapers offer the greatest advantage of
conveying the message -uickly. hey are flexible and so the
advertising copy can be written very close to the time it goes to
press. his characteristic is especially useful while launching new
products or making public announcements. he advertisements
can thus have a powerful new emphasis. 6or example. (hen the
manufacturer of Good Cnight launched K*,L mos-uito repellent#
half page ads were inserted in the imes of ,ndia to announce this
launch.
1: Selectivit!0 his is one of the greatest advantages in the
,ndian context. he advertiser can select the geographical area
over which the message is to be communicated as also the
language. /ewspapers offer split$run facilities using which
advertisers can test different campaigns in different geographical
areas.
20 &ewspapers Mechanical -e.uirements. /ewspapers come
in standard and tabloid sizes. .dvertising space in newspapers is
sold on the basis of columns and inches.
Most newspapers are largely printed on newsprint "a coarse
paper stock% by high speed presses. herefore there are
limitations on the kinds of illustrative materials that can be
effectively reproduced. /ewspapers have recently begun offering
colour supplements. 6or example# the 4aturday imes of the
imes of ,ndia # 9 9s-uire of he 9conomic imes and the
4unday supplements of most of the newspapers.
,n addition to innovative colour techni-ues# newspapers are
adding other features to attract advertisers. 6lexform advertising
offers the advertiser the opportunity in any conceivable shape.
hose parts of the newspaper page not containing the
advertisement are filled with editorial matter. 6or example# the ads
of Cinthol 2ime# lime 2ite and 2iril have used the techn-ue. 4uch
unconventional layouts# surrounded by editorial matter are hard
for the reader to ignore.
30 Variet!: Most newspapers present a suitable variety of
material to provide an interesting mix for a wide range of readers.
. typical newspaper has sports# financial pages# society news#
city news# shopping columns# comic strips and other features.
4ome pages are widely read by women# other by men interested
in business news# and so on. .n advertiser can select a target
market by placing his advertisements in certain sections or pages
of the paper.
40 Penetration: Morning newspapers are read by almost all the
literate people. he readership is much more than the circulation.
6or example# the imes of ,ndia circulation is 1# EE#?8B while its
readership is @<# @B#EEE. Children are also keen readers of
certain section
50 T!pes of newspaper: here are a wide variety of newspapers
to choose from. .dvertisers who wish to make announcements
would use morning newspapers. 6or example# public issue of
shares and debentures. he copy in the morning newspapers has
to be short and attractively illustrated. he evening newspaper
can be used to advertise family products such as refrigerators#
television sets and cupboard# which re-uire detailed explanation
and long copy including special offers and hire$purchase
schemes. 4pecialty newspapers such as he 9conomic imes
can be used for business$to$business communication such as
advertisements of 4C6 ball$bearing# *C2 computers# and so on.
$dantages of #ewspapers as an $dertising %edium
/0 Prestige0 he prestige and respectability of the newspaper is
transferred to the advertised product;service.
10 Segmentation. 9ditorial content of the newspaper influences
the type of its readers and thus offers segmentation of the market.
6or example# Kthe ,ndependentL claims that its readers are young
decision$makers# highly educated and professional# while the
imes of ,ndia has greater appeal among the middle and older
age groups. he characteristics of selectivity and variety
explained above increase the newspaper3s advantage in market
segmentation.
20 'le*ibilit!0 he newspapers offer tremendous flexibility to
advertisers. (hen it is raining in 7ombay# it may be hot in &elhi.
(hile the 7ombay newspapers can be used to advertise
raincoats and umbrellas# the &elhi edition of the same newspaper
can be used to advertise air coolers. he most important is the
time flexibility that is the contents of the advertisement can be
changed upto a few hours before the paper goes to press. M56
yres use the press medium !ust before the monsoons in 7ombay
by predicting the date of the first rainfall and thereby
communicating to the consumers the urgency of changing to M56
yers before the monsoons.
30 Split -un 'acilities. Many newspapers offer split run facilities.
he split run test is a service used for testing print advertisements
in which the media cooperate with an advertiser in allowing the
same space for two or more copy variations to appear in
systematic rotation through the entire circulation. his permits
simultaneous circulation of two or more advertisements in
identical editorial surroundings with comparable audiences.
40 Ee!ing the advertisement0 ,t is possible to key the
advertisement and attach a mail order coupon in order to
measure its effectiveness.
50 Measuring -each0 he .udit 7ureau of circulation ".7C% gives
the readership and circulation figures and therefore it is possible
to measure the reach of different newspapers.
60 Mobilit!0 /ewspaper can be carried and read anywhere# while
travelling# at the place of work# in library# inn doctor3s waiting room
and so on.
&imitation of #ewspapers as an $dertising %edium
&espite the above advantages newspapers have the following
limitations:
/0 )imited coverage. ,n ,ndia with the literacy# level being low
newspapers cannot be used to penetrate the lower income
segments of the market.
10 Short )ife0 ,t is often said Kas stale as yesterday3s newspaper.L
. newspaper has a very limited life and therefore advertising will
have little impact beyond the day of publication.
20 "ast! reading0 4tudies indicate that people spend about @E
minutes on the paper. his means that the ad must make its
impression -uickly or it will fade.
30 $ost0 ,t is an expensive medium that is unsuitable for small
advertisers especially the morning 9nglish newspapers such as
the imes of ,ndia.
40 Poor -eproduction0 Most of the pages are in black and white
and the colour advertisements are not as well reproduced as
those in magazines. herefore we rarely find food and fashion
ads in newspapers.
50 Demonstration and Displa!0 ,t is not possible to demonstrate
product usage as in television commercials.
'actors affecting the choice of newspapers are as follows:
/0 $irculation and -eadership
,t is important to know who will notice our ad. 5each of a
newspaper is given by circulation# which is the number of copies
distributed each day for a daily or each week for a weekly. +aid
circulation means the subscribed copies sold on stalls. Controlled
circulation means free copies distributed. he circulation is
certified by a body .udit 7ureau of Circulation ".7C%.
'. Contract rate or earned rate is based on agreement0 ,t gives
a scheme of the number of ads or the amount space to be bought
for earning a discount. ,f this condition is not satisfied an
additional charge is levied called the short rate.
7asically# ad rates are 5=+ ' run of press# and ads can be placed
anywhere on any page. 7ut for special position# we have to pay
more. ,f the same publication house publishes more than one
newspaper# it can offer a combination rate which is lesser than the
rate of buying in each individual media.
20 Split -un 'acilities0
Many newspapers offer split run facilities. he split run test is a
service used for testing print advertisements in which the media
cooperate with an advertiser in allowing the same space for two
or more copy variations to appear in systematic rotation through
the entire circulation. his permits simultaneous circulation of two
or more advertisements in identical editorial surroundings with
comparable audiences.
3 Advertising -ates0 Most advertisers are constrained by their
budgets and thus a newspaper that offers a competitive rate is
most attractive. +ublishing groups such as the imes of ,ndia offer
special rates for booking space in several newspapers from the
same group. "for example# an advertiser would get a competitive
rate if he placed ads in the imes of ,ndia# /avbharat imes# he
9conomic imes and the ,llustrated (eekly.
40 Space Available0 (hen the advertisement is to be published
urgently# space availability may be the only determinant. he
positions available in the newspaper are also of a prime
consideration. he front page is the most attractive commands
the highest rate. Certain other positions close to a popular section
are also sought after by advertisers.
50 )anguage0 his consideration is closely related to the profile of
the readers. 6or products that have local markets# regional
language newspapers are attractive. (hen an advertiser wants to
appeal to a specified ethnic group he may use regional language
newspapers. 6or example# a music group catering for &andia
5aas enthusiasts would find Gu!arati newspapers the most
suitable medium.
60 $olour0 Many newspapers offer colour supplements which
are more attractive than the black and white section. .dvertisers
are willing to pay higher rates to en!oy the colour advantage.
70 Time of (ssue0 Morning newspapers attract advertisers of new
products who make announcements that re-uire immediate
attention. he copy is short and it has less technical information.
.fternoon newspapers attract advertisers of household products
and entertainment# while 4unday newspapers attract a great deal
of advertisers catering for women "colour ads of Garden saris%#
children "ice$creams%# men "industrial products%.
D0 #ditorial Polic!0 his factor plays a crucial role in today3s
changing political scenario. /ewspapers that are pro$government
may find it easier to attract advertisers. .dvertising in anti$
establishment newspapers would imply that the advertiser is
against the government and this may create problems such as
delay in granting license and so on. 4ome newspapers are owned
by political groups such as K4amnaL by the 4hiv 4ena in
Maharashtra. his also influences the reader profile.
b0 Maga=ine bu!ing:
Magazine are of three types ' general interest maga$ines like
%ndia Today and &utloo' or business magazines like (usiness
%ndia" (usiness )orld or (usiness Today or special maga$ines
for niche markets like 9astern +harmacist for pharmacists.
rofessional journals are also specialized magazines like the
!ournal for chartered accountants# company secretaries and costs
and works accountants. he advertisements at the top left and top
right hand of a newspaper are called ears.
Advantage of Maga=ine Advertising
he newspapers and magazines have different advantages
though both belong to the print media.
The peculiar advantages of maga=ines are:
1. Demographic selectiity: 9very magazine has a different
audience whose demographic and psychographic characteristics
are different. hus *emina is a magazine for young women#
whereas +avvy is a magazines for mature women. ,anohar
-ahaniyan has a typical audience of north ,ndian middle class.
9ach magazine thus helps us to target at a particular age group#
gender group and income group. 4pecial interest magazines
provide a specific audience.
'. (eographic )electiity: 4ome magazines have all$,ndia
circulation like %ndia Today. 4ome magazines are confined to a
region like ,alayalam ,anorama. 4o magazines help us target a
geographic market we re-uire without considerable waste.
". Creatie Flexi*ility: *igh fidelity reproduction is a speciality of
magazines on account of their superior -uality of paper and
printing. hey also provide opportunities for innovative adds like
pop-up ads# sample$bearing ads# scented ads# outside inserts as
booklets.
5. Dura*ility of %essage: Magazines are kept for a longer
time# and are read again and again. More time is devoted to
reading a magazine. ,t means that the chances of the ad
message being seen are more in magazines. .s the
magazines is preserved for a longer time# the message has
a durability of longer duration.
Disadvantages of Maga=ines Advertising
,n spite of several advantages# magazines have many drawbacks
as advertising media.
1. &ead Time &onger: he ad material will have to be submitted
much in advance because a magazine re-uires elaborate
production plan. he lead time is sometimes <E days before the
release of an issue. ,t is difficult to change the message on
account of changed circumstances and contingencies. hese
days magazines are trying to shorten the lead time as much as
they can.
'. &imited Reach and Fre+uency: Magazines have limited reach
as far as the total number of households are concerned. o reach
a larger audience# it is necessary to buy a lot of magazine space.
.s their periodicity is either a month or a fortnight or a week# it is
difficult to have higher fre-uency. o overcome this drawback# a
media planner uses several magazines or adds other media to
supplement magazine ads.
". #o )ound and %otion: Magazines rely upon the printed copy
and visuals to convey the message# and lack the sound of radio
or motion of : which makes these audio$visual ads greatly
effective.
Maga=ine bu!ing:
Factors affecting the choice of Magazine are as follos
(hile planning magazine ads# we have to consider factors like
circulation and readership# ad rates# placement of ads# special
facilities given by the magazines.
1. Circulation and Readership: Circulation figures indicate the
number of people who will get to see the ad. 7ut circulation for
magazines keeps on fluctuating. he ad rates are based on
guaranteed circulation. ,t is the figure of those least number of
copies which will be delivered. rimary readership of a magazine
is the readership of actual buyers or subscribers. +econdary
readership get to read the magazine as it is passed on by the
primary readers. +econdary readership is a matter of research. ,t
always exceeds the circulation. ".7C% .udit 7ureau of Circulation
certifies a magazines circulation.
'. %aga,ines $d Rates: he rate card shows the rate to be paid
and production specifications. ,t also spells out agency3s
commission policy and provides other relevant information. here
are separate rates for 7lack and (hite and colour ads. he rates
increase depending upon the number of colour used. 7leed ad
has its background colour spread all over the page till its edges. ,t
carries an extra charge. Magazines offer a variety of sizes ' full$
page# half$page# -uarter$page ads. 6ractions of a page in several
combination can be offered. .atefold ad opens like a safe# when
its two folds are opened. ,t occupies an extra$wide page.
-un-of-press ads are placed an!where. he preferred positions
are the first$cover# the front inside cover "second cover%# the
inside backcover "third cover% and the outside cover "fourth
cover%. Generally# ads are not sold on first cover. Cover ads get
more altention# and command higher rates. +referred position is
opposite to the contents# or near popular editorial features. 9ven
a run$of$press ad can be made effective by using appropriate
copy and layout.
a0 Preferred-position -ates: each newspaper specifies its
preferred$position rates.
b0 $ombination -ates: . number of combinations are available
to advertisers. (hat they all have in common is the advantage of
greatly reduced rates for purchasing several papers as a group.
c0 Multiple -ate card: Many /ewspapers offer a number of rate
cards for different categories of advertisers.
". $udience )electiity: .s we noted earlier# the audience niche
reached by a publication is normally the starting point for
evaluating a magazine. 4uccessful magazines tend to appeal to
relatively audience segments# especially compared to the general
magazines of the ?<0Es such as /ife" /oo'" and The +aturday
0vening ost. *owever# today even the largest ' circulation
publications have an identifiable editorial focus. +ports %llustrated"
T1 .uide" and ,odern ,aturity all reach millions of readers but
concentrate on relatively few topics.
he closest publications to the general ' circulation magazines of
the past are Reader2s 3igest and the newspaper ' distributed
supplements 4+A )ee'end and arade. *owever# it is apparent
that the typical consumer magazine reaches a particular
demographic or lifestyle category. he combination of clearly
defined demographics and compatible editorial environment make
magazines important to many advertisers# either as the primary
building block of a media schedule or as a valuable supplement to
other media.
-. .xposure to a company/s primary target audiences.
Magazines can reach narrowly defined audience segments#
especially among high ' income households. here is no -uestion
that magazines represent the most efficient means of reaching a
significant segment of affluent prospects. 6urthermore# the
ma!ority of this audience are not heavy users of other media.
herefore# when the marketing ob!ective is to reach affluent
customers# magazines will almost always play a central role in the
advertising plan.
6or more and more national advertisers# the decision is not one of
deciding between magazine and television# but rather how to use
hem as complementary media. . study commissioned by the M+.
found the following:
he combination of print and television produces greater
communication of brand attributes than print alone or television
alone.
he selection of a brand versus its competitors increases more
when print and television are used in con!unction with each other
than when television or magazines are used separately.
,t is evident that advertisers must plan their creative strategies
and executions to strengthen and enhance the communication
ob!ectives for both media. he complementary advantages of
combining magazines and television are greatly reinforced when
creative strategies are complementary for both media.
0. &ong life and creatie options. . : commercial is over in @E
seconds# we whiz by a highway billboard so -uickly that only a
fleeting glance is possible# and the average newspaper is in the
recycling bin before we leave for work. ,n this disposable media
world# magazines stand alone as a tangible vehicle. Magazines
are often used as reference sources. .rticles are clipped# back
issues are filed# and readers may go back to a favourite magazine
numerous times before finally discarding it. .dvertisers potentially
benefit from each of the exposures.
Magazines also offer advertisers a wide range of flexible formats
such as double$page spreads# bright colours# even product
sampling. Magazines are particularly suited to long copy.
&iscussions of detailed product attributes for automobiles and
appliances as well as advertising for financial services all lend
themselves to magazines.
1. 2ualitatie factors. .dvertisers buy magazines based on their
ability to deliver a particular audience at a reasonable cost.
*owever# more than any other medium# magazines depend on
less easily measured# -ualitative criteria that advertisers
traditionally look for in magazines are the following:
60 $redibilit!0 Many consumer magazines are considered the
leading authority in their field. Car owners look to Road 5 Trac'"
hunters to +ports Afield" stockholders to *ortune" and gardeners
to +outhern /iving as sources of reliable information. .s we
discussed earlier# it is this position of magazines as authoritative
sources that led to so many cross$media spinoffs into other
media. 4ometimes the relationship between media credibility and
advertising is direct. 6or example# the Good *ousekeeping 4eal
has been used by .ood 6ouse'eeping magazine for more than
0E years as a method of endorsing products that are advertised in
the publication. ,n other cases# the connection is less obvious but
nevertheless an important part of the -ualitative selling
environment of magazine advertising.
70 $ompatible editorial environment0 (hen a person picks up
.olf 3igest" .lamour" or C Computing" there is little doubt about
their interests. hese same readers also watch prime$time
television# listen to the radio on the way home from work# and see
numerous billboards each day. *owever# it is difficult o anticipate
what they are thinking about on these moments. =n the other
hand# specialized magazines can practically guarantee a
synergism between reader and editorial content.
D0 -eader involvement0 he average reading time for a
consumer magazine is 08 minutes. More importantly# the more
highly educated a reader# the more thoroughly he or she reads a
magazine. 4tudies show that readers with a college degree are
exposed to the average magazine page more fre-uently and also
are more likely to see the advertisements. 5eader involvement is
related to the credibility and editorial relationship that readers
develop with their favorite magazines. (hile not easy to -uantify#
these factors play a role in determining in which medium
advertisers will invest their dollars.
13. &ong closing dates. Onlike the spontaneity of radio and
newspapers# magazines re-uire a long lead time between when
advertising material must be submitted and when the ad will run.
6or example# a magazine advertisement may run D to ?E weeks
after an advertiser submits it. his long lead time makes it difficult
for advertisers react to current marketing conditions either in
scheduling space or developing competitive copy. he long
closing dates are one reason why most magazine copy is very
general.
11. $d 4an5ing. (hile not an inherent disadvantage of all
magazines# ad banking is a practice that some advertisers do not
like. .d banking is the practice of publications such as !ational
.eographic to cluster "or bank% all the advertisements toward the
front and back of the publication. .dvertisers fear that banking
creates advertising clutter and makes it less likely that their
advertising will gain high readership. 4ome advertisers exclude
such publications from their media schedules.
1'. $aila*ility of demographic and geographic editions. =n a
national scale# magazine demographic and geographic editions
meet the same demands of large advertisers. ,t is very rare that a
national magazine does not offer some type of regional or
demographic breakout of its total circulation. hese special
editions are called partial runs and are very common and
important to magazine advertising.
Demographic #ditions0 Ma!or magazines routinely offer
advertisers those P,+ codes with the highest average income.
.dvertisements can limit their ads to subscribers in those areas.
Vocational #ditions0 . magazine may identify professionals or
executives among its readers and allow advertisers to purchase a
partial$run directed only at these readers.
,eographic edition: he oldest# and still most available# form of
partial$run is the geographic edition. &epending on the
publication# a magazine may offer a combination of city# state# or
regional editions.
=ne advantage of geographic editions is that they can be used for
both subscriptions and newsstand sales# whereas both
demographic and vocational editions are confined to subscribers.
,t is extremely common for even relatively small circulation
magazines to offer some form of partial$run advertising.
Split--un #ditions
,t is a special form of the partial$run edition. 4plit$run editions
normally are used by both advertisers and publishers for testing
purposes. he simplest form of split$run test is where an
advertiser buys a regional edition " a full$run is usually not bought
because of the expense% and runs different advertisements in
every other issue.
9ach advertisement is the same size and runs in the same
position in the publication. he only difference is the element
being tested. ,t may be a different headline# illustration# product
benefit or even price.
Partial-run and split run editions offer a number of benefits to
advertisers0
?. Geographic editions allow advertisers to offer products only in
areas where they are sold.
8. +artial$run can localize advertising and support dealers or
special offers from one region to another. .s advertisers#
increasingly adopt local and regional strategies# the partial$run
advantages will become even more apparent.
@. split$run advertisement allows advertisers to test various
elements of a campaign in a realistic environment before
embarking on a national rollout.
A. 5egional editions allow national advertisers to develop closer
ties with their retailers by listing regional outlets. his strategy
also provides helpful information to consumers for products that
lack widespread distribution.
Partial-run editions also have disadvantages:
?. C+M levels are usually much more expensive than full$run
advertising in the same publication and close dates can be as
much as a month earlier than other advertising.
8. ,n the case of demographic editions# the lack of newsstand
distribution for these advertisements can be a ma!or disadvantage
if single$copy sales are significant for the publication.
@. 4ome publications bank their partial$run advertising in a special
section set aside for such material.
!arious "inds of rebates# discounts and rates offered in print media
bu$s
1. Scatter buys
2. /&front buys
3. a"e goods
4. S&ot buys
5. Bul" discounts
6. Full buy or &artial run
Television Bu!ing
Merits and Demerits of TV Advertising
Special Merits of TV:
1. T6 has immense impact:
/o other medium can ever complete : as far as effective
presentation is concerned. ,t attracts attention immediately.
Computer graphics has made it still more effective. ,t arouses
interest in the product. ,n print ads# these two steps re-uire
deliberation. *ere it comes spontaneously. : commercials and
sponsored programmes are impactive> even when the viewer is
temporarily not before the set.
2. .xcellent 2uality of Production: :3s sponsored
programmes and && programmes have been improving in
terms of -uality content wise as well as product wise
consistently over a period of time.
he agency exercises overall supervision. (e have cadre of :
producers now. 4ometimes the movie moghuls themselves
produce a : serial "e.g. 4agar produced 5amayana and 7. 5.
Copra the Mahabharat%. 4o skilled hands this medium.
4ome sponsored programmes are lavishly made. hey do a lot of
outdoor shooting. 7ut most of the programmes are indoor shot
programmes.
3. Retailers also watch T6: 7oth consumers and distributors
are : viewers. he retailers might miss out the ads in print
media. 7ut they are exposed to : ads. hus they fell
inclined to stock these products. /and Cishore Channa Q
4ons# a local firm making *omacol li-uid soap has definitely
improved its distribution after : advertising. he single
medium does a double !ob.
4. %t is a Comprehensive Technique: ,n :# there is a uni-ue
blend of sight# colour# movement# sound# timing# repetition
and presentation in the home. +ut together it has more
attributes than any other medium. ,t# therefore# produces
-uick results. =nly the product should be a nationally
marketed consumer product.
5. .ocation of .xperience: it stimulates the experience of
using and owning the product.
6. Demonstration: +roduct benefits can be shown most
effectively by :. 7enefits may accrue over a period of time.
7ut by using the techni-ue of time compression# product
benefits can be shown in a ?E second spot.
7. $nimation: ,t is possible to vest the product;logo with
human -ualities. .nimated characters do not alienate us.
8. 7mage 4uilding: : succeeds in building a powerful image
of the company and its products. ,t can also pro!ect an image
of the users rendering it excellent for life$style advertising.
9. .motional Content: : triggers off nostalgia# tenderness#
generosity kindness and such other emotions. he special
effects enhance the impact. RSou have to be extremely
genuine on :.
Special Demerits of TV Ads
1. 7t ta5es time to produce commercials and sponsored
programmes: his medium re-uires planning and
deliberation. he consent for sponsorship is hard to come by.
,t lacks the flexibility of press and radio. ,f not rightly
produced# the ads look very crude. 7ut once produced as
per our re-uirements# these ads can be repeated over a
period of time "/irma ad%.
2. 7t is a transient medium: *ere the commercial flickers for a
few seconds and goes off the air. (e work over hard with
insistent !ingles and repeated sales message. 4ometimes#
the commercial is repeated fre-uently. : ads alone may not
be sufficient. hey need supportive ads in other media. More
than one or two spots are necessary to be as noticeable as
one insertion in print.
3. Time gap to purchasing: ,f : advertisement sinks into the
mind# it is okay. 7ut otherwise# a mind that is well prepared
for buying a certain product cannot do so immediately
because there is a night to go by and only next morning the
action can be taken. 7y that time# we might not have kept
the product in mind. he Rbuy now3 pressure exerted on the
: viewers is totally wasted because the stimulus is often
lost by the following morning. his is one of the reasons why
: needs a very high fre-uency to sustain the impact.
4. $n immo*ile medium: 5adio can be listened to either in car
or while walking. /ewspapers are read in locals# in offices
and at many other locations. 5ight now# : is watched only
at home. ,t re-uires a captive audience. ,t penetrates the
home. his is an advantage as well as a disadvantage.
5. Difficult to gain en+uiries: : restricts itself to typical
purchases. &etailed en-uiries cannot come. ,t is difficult to
note either the telephone number or the address..nother
ma!or problem is that too much is compressed in a :
commercial lasting for a few seconds. ,t is a digest# and is
easily assimilated and absorbed. .t first viewing# there is
novelty. 7ut on absorption# this wears off. =n repeated
viewing# it becomes monotonous. 9verything is anticipated.
his problem can be overcome if we can serialize a
commercial. ,t is better to produce several less ambitious
films than to produce one super production. 4light changes
make all the difference in results.
6. Time Constraint: ,n a few seconds# we can put forward only
one selling proposition.
7. Production Costs: Cost of producing a commercial is high
as compared to costs of the print production. he paying
capacity of the client# the prevailing rates in the market# the
nature of the product# and the commercial values of the
programme that accompanies the commercial determine the
final production cost.
8. 8ardware Capa*ility: he .:. set of the viewer and its
technical capability determine the overall impact of the
commercial. Cinema can afford the luxury of long shots# but
not a .: commercial. .ll commercials should be tested in
real life situations# mostly on portable 7 Q ( sets. he colour
reproduction is controlled in the print media# but on colour
.:. set the capability of the set itself determines the colour
reproduction.
9. )tatutory Controls: .:. commercials have to conform to a
broadcast code strictly.
10. Fragmentation of $udiences: .ll channels have a diversity
of programmes to attract viewers. hey intend to penetrate
the viewers of other channels by a diverse programme mix.
his channels penetration at the same time gives
programme options. his naturally leads to fragmentation of
audiences and lower regularities of viewer ship. , is difficult
to convey a message in such a situation. ,t can prove a
blessing in disguise for the print media. he relationship with
.:. is extremely flirtatious.
11. .ffect of Clutter: the viewer ship of commercials is less than
the viewer ship of the programme which accompanies them.
he lengthier the chain of commercials# the less is the
viewer ship. 4everal studies in ,ndia have shown that the
total audience for commercial for an average .:.
programme is substantially lower than that of the
programme# sometimes below over 0E per cent. he figure is
further eroded due to large passive audiences of the total
commercial audience. he duration of a commercial does
not seem to play a significant role in brand name recall. op
rate programmes on any channels have high clutter leading
to poor and recall.
Factors affecting the choice of Television are as follos
/0 Television -ating Point: : advertisers3 evaluate the medium
according to the delivery of certain target audiences. ,n the case
of networks and large affiliates# advertisers tend to look for
exposure to fairly broad audience segments. he basic
measure of television of elevision is the rating point. he rating
expressed as a percentage of some population "Osually :
households%# gives the advertiser a measure of coverage based
on the potential of the market.
10 Share of audience:
.lthough the rating is the basic audience$measurement statistic
for :# another measure# the share of audience "or simple# share%#
is often used to determine the success of a show. he share is
defined as the percentage of households using television that are
watching a particular show. ,t is used by advertisers to determine
how a show is doing against its direct competition.
20 Ap-'ront and scatter Bu!s:
+urchase of : time by advertisers during the first offering for the
coming season by networks.
.mong the ma!or up$front trends are:
a. Greater demand for time
b. .gency using computer models called optimizers which
provides additional data to ma!or prime$time advertisers# which
gives them confidence to spread their budget.
c. Globalization
d. 4pecial events
he up$front season is followed by a second phase known as
scatter plan buys. 4catter plans are usually bought on a -uarterly
basis throughout the year.
hey are designed for larger advertisers who want to take
advantage of changing marketing conditions or# more often# for
smaller advertisers who are shut out of upfront buys. Generally#
scatter plans will sell at a higher C+M than up$front spots
because there is less time inventory and smaller advertisers do
not have the leveraged to negotiate the C+M levels of larger
networks.
30 Spot Television or Spot Bu!s
(hen national advertisers buy from local or regional stations# the
practice is known as spot television or spot buys. ,.e. purchase of
time from a local or regional station# in contrast to purchasing
from a national network.
he term comes from the fact that advertisers are spotting their
advertising in certain markets as contrasted to the blanket
coverage offered by network schedules.
he primary disadvantages of spot television are that it re-uires a
great deal more planning and paperwork than /ational /etwork
since each market must be bought on a one$to$one basis and its
more costly on a C+M basis than /ational /etwork buys.
Primar! purpose for Spot Bu!s:
?. o allow network advertisers to provide additional G5+3s in
those markets with the greatest sales potential.
8. o provide businesses with less than national or uneven
distribution# a means of avoiding waste circulation incurred by
network elevision.
@. 4pot buys allow network advertisers to control for uneven
network ratings on a market$by$market basis.
A. /ational advertisers can use spot to support retails and provide
localization for special marketing circumstances.
40 &egotiation:
/egotiation is the key to the elevision buying. 4ince each
advertising package is uni-ue to a particular advertiser# there are
no rate cards for network television advertising. ,n /egotiation
process advertisers negotiate for time across a number of
elevision options.
50 Pre-emption rate:
. considerable portion of spot : advertising time is sold on a
preemptible "lower$rate% basis# whereby the advertiser gives the
station the right to sell a time slot to another advertiser that may
pay a better rate for it or that has a package deal for which that
particular spot is needed
60 -un of Schedule ;-%S<
.n advertiser can earn a lower rate by permitting a channel to run
commercials at its convenience whenever time is available rather
than in a special position.
70 Product protection:
9very advertiser wants to keep the advertising of competitive
products as far away from its commercials as possible. his
brings up the -uestion of what protection against competition an
ad will get. .lthough some station say that they will try to keep
competing commercials 0 to ?E minutes apart# and guarantee that
they will not run them back to back.
D0 Stripping:
4cheduling a syndicated program on a five$day$per$week basis.
hat is# they will run KCyunki saas bhi kabhi bahu thiL or K&esh$
:ideshL# Monday through 6riday in the same time slot. his
practice is called stripping since the show is stripped across a
time period. ,t is cost efficient to buy fewer shows for multi$
showings and allows a station to build a consistent audience for
selling commercials to potential advertisers. Channels do not
want huge rating or audience composition swings from one day to
another.
Difference beteen SO% and rating point s$stem
1 SO%: 0o of &eo&le !ho ha#e s!itched on to a T-.
2 Total households !atching T- 1 233
Total T- 4ousehold
1 &ating 'oint: 0o of &eo&le !ho ha#e s!itched onto a T- Prog
Total household !atching a &articular &rog 1 233
Total T- 4ousehold
-adio Advertising:
Commercial radio in the ,ndian context has certain inherent
characteristics. ,ts strengths lie in:
?. =ffering local coverage on its medium wave channels
8. +ermeating all economic and social strata# thereby reaching
the masses
@. ,ts daily fre-uency# offering scope for continued messages
A. 7roadcasting throughout the day so that message may be
repeatedly broadcast
0. 5eaching un$educate village folk who do not read print
publication
B. (hen the message is to be carried to a large number of people
who speak different languages# radio is a most suitable medium
which admirably does the !ob at the least cost.
1. ,n a country like ,ndia# where literacy rates are low# and so
newspapers have limited significance# radio is a popular both with
advertisers and audiences.
,n radio# the news service is continuous> unlike : where we
receive news in the morning transmission# and again in the
network programme in the evening# which is wide spacing. o the
advertisers# news breaks on radio are the peak listening points
when it pays to advertise.
D. 5adio commercial can be produced -uickly and is not so costly
also. ,t can be repeated over a period of time. 5adio thus is
afforded by even small firms.
<. 5adio Creativity and 6lexibility
Onlike other out$of$home messages# radio commercials are not
static but can be changed almost immediately to reflect different
market conditions or new competition. he personal nature of
radio# combined with its flexibility and creativity# makes it a
powerful medium for all types of advertisers and product
categories.
=ne of radio3s greatest strengths is its flexibility. Copy changes
can be made very -uickly. (hen marketing conditions suddenly
change# you can react instantly with radio.
he short lead time in production and copy changes is an
enormous benefit to advertisers who may need last$minute
ad!ustments to their sales messages.
?E. he ability to anticipate or react to changing conditions cannot
be underestimated.
??. he simplicity of radio can be a ma!or advantage in making
tactical marketing decisions. 5adio3s sense of immediately and
flexibility# all at a cost within the budget of even the smallest
advertiser# has made it an important part of the strategy of many
advertisers.
$ommercial radioB howeverB suffers from the following
wea+nessesF
?. ,t is an audio medium only> hence it affects certain essential
elements of communication
8. Certain operational limitation are imposed> for example# the
minimum period of a fortnight reduces the medium3s flexibility
@. 2imited commercial time available. =nly ?E percent of time
availability restrict the fre-uency of message exposure
A. 2imited availability of commercial radio. here are only 8D radio
stations offering commercial broadcasting against @EE in a
country.
0. here are possibilities of distortion in communication. +recision
of script$ writing is a very challenging task. ,n :# vision
accompanies the words and so there is no misunderstanding.
B. (e know what is RChurram Churram3 +apad on : commercial
but the concept is transmitted poorly on radio. (ord pictures are
necessary on radio.
1. here is a overselling in place of precise explanation. ,t is a real
hazard. Much is at stake on the announcer3s presentation who
has to do hard$selling !ob. .n insistent voice really irritates. :
does this !ob effortlessly.
D. 5epetitions are monotonous. 5adio is also a transient medium
with no durability of message. .udience research of radio is really
grey area. ,n ,ndia# before advertisers can think of radio as a
serious medium# this research data should be easily available.
BAG(&, -AD(%
7efore radio salespeople can convince clients to buy the medium#
they must put themselves in the place of individual clients to
determine how radio will accomplish their marketing and
advertising goals. he successful salesperson must approach the
sale from the client3s point of view. .t one time# radio held a
uni-ue role in the media schedule of most advertisers. Generally#
radio accomplished one of three functions for an advertiser:
%t supplemented other media to add weight to a schedule. ,t is
particularly valuable for special sales or to react to unanticipated
marketing conditions.
Radio was valuable as a niche medium. .s we have seen# radio
often reaches market segments that are not heavy users of other
media. 6or example# for many teenagers radio is the primary
medium# while print is very ineffective.
*or a few retailers" especially smaller stores or those with
narrowly segmented clientele" it was their only medium.
oday# advertisers continue to use radio for each of these
marketing and advertising ob!ectives. *owever# the radio
salesperson finds that the medium landscape is full of new
competitors# each claiming to accomplish many of the same tasks
as radio. he localized strategy adopted by many national
advertisers# led media such as television to see the advantages of
competing for local dollars as well as selling added local weight to
national advertisers.
.t one time# radio competed only with newspapers for local
dollars. oday# radio finds Sellow +ages# local cable outlets#
broadcast stations# outdoor# direct mail# free shoppers and
specialty books for real estate# automobiles# etc. ' all trying to get
a share of the local advertising dollar. .ll of these competitors
have a visual element that radio lacks. ,t has never been more
important for radio to develop creative strategies to overcome this
ma!or disadvantage.
he radio salesperson must become a marketing consultant# a
partner with a client in showing how radio can solve the problems.
. central element in successful radio sales Kis an understanding
of other media$not merely to identify and take advantage of a
competitor3s weak spots# but to be able to speak from an
informed# ob!ective point of view about the strengths and
weakness of all the media# and to work with the client in
developing the most productive marketing plan.L
,t is clear that clients buy radio as a part of overall media strategy.
5adio# or for the matter any medium# is rarely purchased on an
individual basis. he client and the media salesperson must view
the media plan as a synergistic one in which each medium
complements with others. Onless radio can create a value to the
other media# it is unlikely it will be a part of media schedule.
6ortunately# radio offers uni-ue characteristics that will allow it to
be considered for at least a secondary role in the advertising
plans of virtually all advertisers.
AS(&, -AD(% -AT(&,S
5adio also uses ratings and shares and calculates them in the
same way as of the : ratings. *owever# the audiences and
programming of radio mandate that ratings be used in a way
much different from the way ratings are used in television. ,n this
section# we will discuss some uses of ratings that are uni-ue to
radio.
.mong the primary differences between the use of ratings in
television and radio are the following:
5adio advertisers are interested in broad formats rather than
programs or more narrowly defined television scatter plans.
5adio ratings tend to measure audience accumulation over
relatively long periods of time or several dayparts. Most :
ratings are for individual programs.
he audiences for individual radio stations are much smaller than
television# making radio ratings less reliable.
4ince most radio stations reach only a small segment of a market
at a given time# there is a need for much higher levels of
advertising fre-uency compared to other media.
6M 7roadcasting
,ndia ushered in a new era of 6M broadcasting on .ugust ?0#
?<<@ with the introduction of private participation in the channel.
2et us be ac-uainted with a few facts about 6M : 6re-uency
Modulation.
5adio# as perhaps you are aware# is a way of combining sound
waves with an electromagnetic wave. ,t was introduced by
5eginald .ubrey 6erguson# an engineer from Canada.
(ho .re the buyers of outdoor media) hey are tobacco
companies# tyres and soft drink companies# consumer goods
companies "DE p.c. business%# financial advertisers "8E p.c.
business%. /o where else in the world# financial advertising is
done by outdoor media. Cinema hoarding have become a thing of
the past.
Direct -esponse
&irect$response advertising can reach virtually any demographic#
product user# or even lifestyle segments with extreme accuracy. ,t
is a medium particularly attuned to the target marketing
philosophy of the ?<<Es and has shown significant growth in the
past decade.
$dantages of Direct $dertising
/0 Mar+et Segmentation0 ,t is possible to prepare mailing list
spread across different geographical areas depending upon your
target market. his is specially useful in ,ndia where people speak
different language and come from across cultural backgrounds.
10 Personal Touch0 &irect ad has personal touch and that appeal
to consumers. ,t is possible to select from mailing lists and
addresses letters individually. 5eading every name on the cover
and several times in the letter flatters the consumer and creates
the right atmosphere to sell the product idea.
20 $omplete attention0 Onlike : where ads is mixed with
entertaining and newspaper where it is read along serious news#
direct ads is read with minimum distractions.
30 'le*ibilit!0 Onlike the print medium where the ad is constrained
by limitations of size and space available# literature in direct ad
can come in different forms# shapes and sizes.
40 Testing the Advertisement. ,t is the most appropriate method
of testing effectiveness by KkeyingL different mailers. ,t is possible
to measures which ad got the maximum response.
50 $onfidentialit!0 ,t is possible to control the type of audience
that will be exposed to your ad message. his ensures relative
secrecy and it is possible to keep the rivals guessing about your
sales pitch.
60 An Aid to Sales People. . direct mailer preceded by a sales
persons visit makes it easier for the sales person.
70 (ndustrial Advertising0 &irect mailers are useful while
advertising industrial products which can be explained in detail in
categories.
D0 )ocal Advertising. his medium is used by a local advertiser
such as retailers# tuition and coaching classes# gyms and hobby
classes. he opening of new outlets# discount sales and other
special offers are also made using this medium.
/@0 #conomical0 (hen the market is small and can be identical it
is useful to use this medium.
//0 )egal -estrictions0 M5+ and other legal restrictions
disallow advertising by pharmaceutical companies for products
other than =C for example Crocin or :icks :apo5ub.
+rofessionals such as doctors and lawyers also cannot advertise
their services. 4uch classes of advertisers find direct advertising
most suitable.
&imitations of Direct $dertising
Mailing )ist0 he success of direct ad depends upon the mailing
list. ,f the mailing list is comprehensive and complete and it
reaches the target market it can be effective. ,n ,ndia with
limitations of computer facilities and accurate secondary data
about consumers3 demographic profile it is difficult to prepare a
suitable mailing list.
$ost: Cost per thousand is definitely more expensive than other
media that is when large numbers of people have to be reached
this medium is not suitable.
-eader (nvolvement: (hen too many mailers are received
reader involvement reduces and they tend to throw away the
sales letters even before opening them.
$ost of Production: 7rochures and catalogues produced in
colour on art$paper can be very expensive and cannot be used by
small firms.
67D.9 $) $# $D6.RT7)7#( %.D7:%
7ntroduction
,n recent times video has been one of the fastest growing
medium. Most advertisers reserve a part of their advertising
budget for video. Pandu +harmaceuticals has allocated ?0 per
cent of its 8 crore ad budget to this medium. .round ?8 per cent
of 7a!a! 9lectrical3s ad budget is devoted to video. he .kai 7ush
sound system is being pushed through video alone when the
video first arrived in the late 1Es its cost over 5s. 0E#EEE.
Cassettes had to be imported and there was no real prospects of
growth since &oordarshan had not started the colour telecast. .ll
this changed after ?<DA with the coming of the colour telecast
$dantages of 6ideo as an $dertising %edium
/0 $ost0 (t is mush cheaper than TV0 (hile a ?E sec spot on the
/ational /etwork in the < pm slot costs 5s. <E#EEE# the
comparative cost on a video cassette works out to be !ust rs.
B#EEE. .ccording to a study done a @E sec spot per thousand
viewers on video costs merely 5s. B compared to 5s. ?? and 5s.
?@ on : and Cinema.
10 Segmentation0 :ideo offers segmentation depending upon the
type of movies and languages. .n 9nglish movie will have a
different clientele than a Marathi or a *indi one
20 Situational Advertising0 ,t is possible to insert an ad before or
after as appropriate situation.
30 $overage. :ideo has been used effectively by companies
approaching the rural market. .rmed with video cassettes of films
and commercials of their product "called video Satra% they have
captivated the rural audience. he number of video sets is also on
the increase.
&imitations of ideo as an $dertising %edium
/0 Happing0 he fast forward control has been a problem area for
an advertiser. to overcome this computers have been used to
super impose ads on the frame of the film itself.
10 Short )ife0 . large number of films are released every month
and the life of a new film is somewhere between one week and
two months. .t the end of this period the pirated cassettes will
have some another films taped on them. hus while new films
have large viewer ship and are ideal for a number of campaign#
several media planners prefer old evergreen films for long term
ob!ectives
20 Variet!. hough there are several video magazines the ads are
more popular in film based cassettes. his limits the market
penetration in up$market segments. he alternative is the 9nglish
feature films which can reach the up$ market consumers. 7ut the
poor -uality of films imported by the /ational 6ilm &evelopment
corporation "/6&C% has been a handicap.
30 (nterference with #ntertainment0 oo much advertising on
video has a nuisance value especially ads superimposed on the
movie
0. 7oredom watching the same as again and again leads to
boredom and negative appeal.
50 Pirated $assettes0 his can be termed as an advantage since
more people watch the cassette than originally paid for. 7ut in
most of these films the ads are edited poorly which may spoil the
image of the product.
%ATD%%- ADV#-T(S(&,
=ut$of home media include outdoor posters "7illboards# +ainted
7ulletins and on$and$of premise signs of all descriptions.
(hatever may be the slight difference in the interpretation> all
outdoor ads have no editorial vehicle to carry the messages.
he viewer has to incur no expenditure# nor has he to make any
effort to see an outdoor advertising# where as this is not so with
other media. .n ad message is not brought to the audience> it is
audience who go the message# though they view it in the course
of their other activities.
=utdoor ads offer repeat opportunities for looking at the ad
messages# either at the same place on an identical 7illboard at
another location.
=nly such 7illboards are -ualified as outdoor media. 5oadside
and on premises devices# which are not of standard sizes and;or
designs# are not classified strictly as outdoor ad. hey are
referred to as signs. hese media can at the best be called =ut$of
*ome "==*% media.
:hat is a Billboard
=utdoor advertising is mostly 7illboard advertising. he first use
of this advertising was in promoting theatrical programmes. he
playbill was pasted outside the theatre# so that passer$by could
see it. his was done to promote attendance at these theatrical
performances# and was no doubt a primitive form of advertising>
but it is existence even today. he KbillsL were pasted on walls#
fences or on boards around the town.
he word 7illboard has its origin in the playbill posted outside the
theatre. .fter automobile came in and the road network became
increasing the extensive# the outdoor poster at the roadside
became a useful medium for advertising. he word +oster is used
to convey an advertising message# and it is posted on a structure
built for that purpose.
he original poster was a sheet of paper# 8D inches by A? inches.
4everal such Kone$sheetsL could be combined to make larger
posters to fit different frames. he most popular size poster is 8A$
sheet poster.
his is the size of a structure for which 8A individual sheets of the
above mentioned size are re-uired to fill the board. /ow# with the
modern printing press# bigger size sheets can be printed. he
same space can be now be filled say# with only ?E sheets> but we
still call this size a 8A sheet poster. . 8A$sheet poster lhas a copy
area which is ?EA inches high and 8@A inches long. . @E sheet
poster has also ac-uired a wide acceptance nowadays providing
a copy area of ??0 inches by 80< inches.
he bigger posters# called bleed posters# of size ?80 inches by
818 inches# have also gained popularity. +oster panels may be
illuminated or regular "non$illuminated%. (hen night traffic is
dense in metropolitan areas# there is a need for illuminating the
posters.
+ainted boards constitute another ma!or outdoor advertising.
,nstead of printing on a sheet of paper# the message is painted.
his is very important# particularly when the billboard is exposed
to rains and is likely to get spoiled soon. =f the outdoor boards
which have a longer life span# the painted poster is the most
acceptable.
The following are the advantages of the outdoor media:
?. he outdoor offers long life.
8. ,t offers geographic selectivity. 7illboards give us the flexibility
to vary the ad message to suit a particular segment of the market.
.n advertiser can use this medium nationally# globally# by region#
by market and even by specific location within those markets.
@. he advertiser can incorporate the names and addresses of
his local dealers or agents at the bottom of the poster. hese
dealer imprint strips are called snipes.
A. he outdoor offers impact. 4hoppers are exposed to last
minute reminders by outdoor advertising when they are driving
down to the stores or a shopping centre. =utdoor displays are in
large size and in bright colour# and have a provocative message$
all of which make a good impact on prospective customers.
0. =utdoor advertising allows for a psychedelic display of the
product# trademark and slogan.
B. 2ife$like :isuals and 2ifestyle .dvertising: /ew technology
makes it easier to advertise the branch on hoardings. ,t reinforces
the : and +rint advertising.
=utdoor alone among all other media generates for the local
governments and civic bodies.
%utdoor advertising has the following limitations:
?. 4ince the copy of billboard ads must be brief# it places a
limitation on getting the message across to the prospect in
enough words. his brevity has made outdoor advertising merely
supplementary advertising. he print or broadcasting media are
mainly relied upon to deliver longer messages.
8. =utdoor advertising is non$selective in the sense that the
audience who get the exposure are people of all ages# sexes#
educational and socio$economical levels. here is no selectivity of
a particular type of audience.
@. =utdoor advertising when employed on a national basis is
relatively expensive.
A. 7lind spot is the most dangerous thing that advertiser fear
when it comes to outdoor advertising. he term is used to refer to
a campaign that is sustained for a long $time. he -uestion is how
to continuously create novelty in hoardings. .mul has overcome
blind spot syndrome.
0. here is a problem of getting the reliable data on the number of
people who actually see an advertisement.
B. +rice of message decay: Most advertisers find that it takes
more and more money every year to advertise. Message decay
has emerged as a ma!or problem for all advertisers.
1. he outdoor advertising industry is mainly a local business
operation. 4everal individual firms run by a single businessmen#
own posters and painted display location. ,n cities# town and in
road sides# which sell those individual location for outdoor
advertising to advertiser.
D. /ormally# the sale of a location is for a certain period of days or
weeks or months. here are also large firm owning large number
of locations. 4elvel and .dvertiser are some of the names that are
popular in outdoor location selling business. here are few chain
of firms operating in this business.
<. (ith a regard to the location of outdoor advertising# let this
point be stated clearly that its value is only in its location. ,n order
to be effective the angle of the billboard from the road# and such
other accepts has helped in gaining better attention of the
motorist# are important. hese are many variables which make a
location good for a poster or a painted display. 4ome of these are:
'orms of outdoor advertising
.s we mentioned at the outset of this chapter# outdoor is only one
of the several categories of out of home advertising# however in
terms of revenues# public familiarity and long term usage# the two
basic forms of out of home are posters and painted bulletins. ,n
both vehicles# the message is designed by the advertising
agency. he design is then reproduced on paper posted on
panels#. he larger painted bulletins are prepared by outdoor
company artists in a studio or on site.
a0 Poster panels
he most common type of poster is really two posters in one.
7leed and @E sheet posters# which use the same frame# constitute
the typical highway billboard with which we are so familiar. hese
posters are available in some <#EEE communities. +oster buys
can be made for a single location or total national coverage.
he standard poster panel measures ?8 feet by 80 feet. he
bleed poster either prints to the edge of the frame or uses
blanking paper matching the background of the poster. he term
bleed is# of course# borrowed from the bleed magazine ad# which
has no border. he term sheet originated in the days when
presses were mush smaller and it took many sheets to cover a
poster panel. oday presses can print much larger sheets# but the
old space designations are still used.
+oster displays are sold on the basis of illuminated and
nonilluminated panels. /ormally# poster contracts are for @E days#
with discounts for longer periods. hose panels in locations with
high traffic volume are normally illuminated for 8A hours exposure.
. typical poster showing will consist of 1E$DE percent illuminated
posters. (hen buying an outdoor showing# the advertiser is given
the number of displays# the number that are illuminated and
nonilluminated# the monthly and per$ panel cost# and total
circulation or exposure.
The #ight-sheet poster
=ne of the fastest$growing types of outdoor advertising is the
eight$sheet poster. 9ight$ sheet posters measure 0 feet by ?? feet#
about one$sixth the size of @E$sheet posters. he posters#
sometimes called junior posters# were originally developed to
provide small# local businesses with affordable outdoor
advertising# but when the eight$sheet outdoor advertising
association established a standard poster size# it enabled national
and regional advertisers to use the medium throughout the
country. 5esearch shows that these small displays placed low
and close to the street deliver dramatic advertising visibility and
impact at a reasonable cost.
4ince most small businesses generate <E percent of their sales
from customers who live within a @ mile radius# eight$sheet
posters are an ideal way to deliver targeted advertising messages
in these well$defined trade areas while avoiding paying for costly
waste circulation. =ne of the strengths of eight$sheet posters is
that they often conform to local zoning regulations that exclude
larger boards.
.nother advantage of eight$sheet posters is their cost efficiency.
b0 Painted bulletin
+ainted bulletins are the largest and the most prominent type of
outdoor advertising. +ainted bulletins are of two types: permanent
and the more popular rotary. he permanent bulletin remains at a
fixed location and can vary in size# since it is never moved. he
rotary bulletin is a standardized sign that is three times larger
"?Afeet by AD feet% than the standard poster and provides greater
impact than traditional posters. ,t can be moved from site to site to
ensure maximum coverage of a market over a period of months.
7oth types of bulletin are located at choice sites along heavily
traveled thorough fares. hey are almost always illuminated.
7ulletins are approximately four times more expensive than
posters. ,n recent years# the basic bulletin has been augmented
with special embellishments# such as cutouts# free$standing
letters# special lighting effects# fiber optics# and inflatable. +ainted
bulletins contracts are usually for a minimum of one year>
however# short$term contracts are available at a higher monthly
rate.
he rotary bulletin gives the advertiser the advantage of the
greater impact of the painted bulletin along with more coverage
and penetration than a single site could deliver. he rotary bulletin
can be moved every @E# BE# or <E days# so that during a ?8 month
period consumers throughout the market will have seen the
advertiser3s message.
c0 Spectaculars
.s the name implies# outdoor spectaculars are large# usually
uni-ue displays designed for maximum attention in high traffic
areas. hey may consist of special lighting or other types of
ingenious material and innovations. ,n some cases they utilize a
building as the canvas for the message. he cost of spectaculars
is very expensive and both production and space rentals are
normally negotiated on a one$time basis. *owever# the minimum
contract period for most spectaculars is usually a year.
,n the near future# we may see the combination of outdoor and
video as a standard feature of outdoor. 5egardless of what new
technology comes to outdoor# it is obvious that static# paper
poster soon may be history.
K,n the futureTT..outdoor advertising companies may be able to
change the image# the text$a billboard3s whole look$with push of a
computer button because billboards across country may be
connected via satellite. 6or example a fast$food chain could
advertise breakfast goodies for the morning crowd# and later
lunch;evening meals by changing images and copy in a matter of
seconds. echnology for billboards to function as video screens
exists todayTT.but at this time cost don3t !ustify its use as a
mass$market tool.L
Transit advertising
ransit advertising includes a number of formats and distinctly
different advertising vehicles.
Among the ma8or forms of transit advertising are the
following:
7us exteriors
axi exteriors
7us and commuter rail interiors
Commuter station posters
Miscellaneous displays such as terminal clocks and air
terminal posters
he king$sized posters dominate bus advertising space and
are the most used format for both national and local transit
advertisers.
ransit provides a number of advantages to advertisers and#
although still a small medium by total advertising standards# has
grown at a significant rate in the past several years. 9stimated
revenues for transit are approximately U@EE million.
The popularity of transit adertising are due to a num*er of
factors:
Transit prices hae low oerall cost and CP% leels. ransit
prices are even lower than traditional outdoor.
Transit reaches prospects in the mar5et place and is
attracting an increasingly upscale audience as pu*lic
transportation *ecomes more popular in many cities. ,n the
case of interior signs# advertisers are reaching a captive audience
of riders who average almost 8E minutes per trip. he nature of
transit audience allows somewhat longer messages than outdoor
signs.
The repetitive nature of the transit audience .uic+l! builds
high levels of fre.uenc! over relativel! short periods0
ransit advertising provides a low$cost option for reaching a
mobile# urban audience. (ith likelihood that mass transit will be
more popular in the coming years> the growth of transit
advertising is assured.
.dded to its ability to reach this audience is the fact that municipal
governments are seeking new sources of revenue and transit
advertising rental space is one that is readily available.
T!pes of Transit advertising:
/0 Shelter advertising
(ith traditional out of home media facing falling revenues and
legal restrictions# shelter advertising is a ma!or growth area.
4helter advertising is normally used as a complementary medium
to outdoor posters. ,t has the advantage of being able to be used
in areas where zoning regulation ban outdoor.
,n addition# shelter messages reach not only bus riders but
vehicular traffic. ,n fact as much as <E$ percent of the total shelter
audience is vehicular.
Shelter advertising has three ma8or advantages:
a. 7t is an extremely inexpensie medium. C+M levels are
among the lowest of any advertising medium. ,t is also similar to
other out$of 'home media in that it generates high reach and
fre-uency in a short time.
*. $dertisers can use shelter adertising to target specific
mar5ets. 6or example# a packaged good may use shelters in
front of supermarkets or !eans wear on the college campus.
c. )helter adertising is illuminated for '-! hour reach and
proides maximum exposure and awareness. (ith AxB signs#
shelter advertising provides stopping power for both pedestrian
and vehicular traffic. Onlike other media# it rarely suffers from
clutter from other competing messages.
,t is obvious that shelter advertising# although accounting for a
small portion of all advertising revenues# will continue to grow at a
faster rate than overall advertising expenditures.
.s new product categories come into the medium# we may even
see larger increases in the shelter sector. 6inally rather than
facing the regulatory problems of outdoor# the revenues
generated by shelter posters are often shared with municipal
transit companies# making the medium a revenue producer to
many cities facing tight budget
10 (nterior cards or car cards
7uses and subways usually have overhead and wall mountings
for advertising. 2ocal trains also have advertising space on their
walls. hese are especially useful when catering for specific
target group such as women. he ads can be placed inside the
women3s compartments of the local trains.
Onlike the posters which cannot be read at length commuters in
train have ample time to reach the ad. .nd therefore a longer
copy can be used. 4ituational$specific advertising can also be
used# for instance Godre! has used car cards very effectively. Car
may be spoilt and disfigured by mischievous youngsters. he train
route is drawn and below that the product is advertised. his
ensures that commuters referring to the map will notice the
product for its marvel soap.
Godre! used the ad line K.fter the hot sticky !ourney you need the
creamy freshness of Marvel.L he main disadvantage of this
medium is that the ads environment is not pleasing for most
commuters and is not a very pleasurable experience. his may
put them in hostile frame of mind.
20 #*terior Posters0 7uses also have display ads on the outside
space.
794 buses rent out the entire bus that can be attractively
painted with the ad message. &ipy3s Iams was the first product
that used the 794 as an advertising medium. 4ince then several
products have used this medium effectively.
his medium is not useful during the rainy season as
maintenance cost increases. ,t has also not succeeded in rural
areas and semi$urban areas where the state transport buses ply.
his is because the roads are so dusty that the buses get very
dirty and the advertised message loses its appeal.

30 Station and Bus shelter and Bus and -ailwa! Tic+et
Point-of-purchase advertising
+oint$of$purchase advertising "+=+% is an essential part of any
sales promotion strategy for products sold through stores. ,t
provides a final# all$important step in the process of capitalizing on
brand awareness and influencing individual purchasing decisions.
+=+ advertising is both a part of the integrated marketing mix
and an impulse stimulant. (hat sets +=+ advertising apart from
other forms of promotional activity is its ability to influence the
purchasing decision at the very moment the consumer is selecting
a product.
hat distinction is reflected in the following definition of +=+ from
the +oint$of$+urchase .dvertising ,nstitute "+=+.,%: &isplays#
signs# structures# and devices that are promotional# and are used
to identify# advertise# or merchandise an outlet# service# or product
and serve as an aid to retail selling.
he key word here is promotional. Merely stocking a shelf with
soap or cereal doesnNt make for +=+. /or does a sign that says
VMeat &epartment.V
7ut within +=+ "sometimes known as point$of$sale advertising%
are dozens of bright# colorful# sometimes zany items used to
encourage the sale of individual brands# product lines# or even
entire product categories.
MAI%- TGP#S %' P%P
7. Signs differ from displays in that the messages on them are
more general. hey may serve notice that a given brand is being
promoted or simply direct shoppers to an area of the store where
a product is on sale. 4igns attached to a display may include price
or other information about the product.
Shelf media# such as shelf$talkers and shelf strips# may be
attached to existing fixtures# and they donNt take up precious floor#
wall# or counter space.
10 :indows Displa!s0
hese are very popular methods used by chemists3 department
stores showrooms. ,n fact the term K(indow 4hoppingL has been
used to describe Kthe pullKthese attractive window$displays exert
on every passes$by.
(indow display contents are used by manufactures to promote
retailers to display their products attractively. .t present (ipro3s
7abyCare product have grabbed window displays at chemists
outlets.
20 Displa!s $ards0
hese are elaborate cut$out models that are placed outside the
retail outlet or placed near the cash$counters.
6rooti# a tetra bricks pack soft drink used this medium effectively.
*uge cut$outs of the model drinking 6rooti were placed besides
boxes filled with hay and foorti packs.
his gave an impression that 6oorti was as fresh as mangoes.
30 :all Displa!s0
*ere the folders may be stringed placed across the wall

40 Merchandising of -ac+s and $ases0
he manufactures may supply the display racks for their products.
he round !ar of Cadbury3s 9clairs placed besides the cash
counters the racks to display Maggi 4oups and the huge hamper
with Maggi /oodles swinging at the doorway of the retail outlets
are striking examples.
50 (n store $ommercials0
his is the latest form of +.=.+ advertising. he commercials are
viewed by consumers within the store and act as sales people
trying to effect a sale. 9lectronically operated display panels near
cash counters or small screens near shelf$spaces can be used to
exhibit the commercials. hese are common in supermarkets.
$dantages of P.9.P $dertising
?. ,t is the last advertising opportunity before the purchase and
therefore the manufactures has to hardsell.
8. he +.=.+ material is generally similar to the press and :
advertisements and therefore acts as a reminder of mass
advertising.
@. ,t provides information and identification of the brand its image.
A. the most important advantage is that it increases the sales
turnover and makes their outlets attractive.
0. 5etailers recognize the value of +.=.+ as it increases the sales
turnover and makes their outlets attractive.
B. 4ales promotion contents can be successful by +.=.+ material#
for example: . retailer may display the latest +epsi promotional
campaign.
1. .t times it can be economical and convenient for the retailer to
use +.=.+ material# for 9xample: . manufacturer may be willing to
supply one with advertising for his brand# at a cost lower than a
retailer would pay for one without advertising. ,n short +.=.+
advertising acts as a dealer aid as well as stimulant for
consumers.
D. Manufacturers need not depend upon retailers to push their
brands as the +.=.+ acts as a pull techni-ue.
<. .s organized retail such as 7ig 7azar increases# self service
will become the order of the day. his increases the importance of
+.=.+ advertising
&imitations of P.9.P $dertising
?. (ith growing competition manufactures are fighting for limited
retail spaces. his increases the clout of retailers.
8. +.=.+ material is useful only when it is placed at a high level or
in an attractive manner. his may not be always possible.
@. . clutter of too many +.=.+ materials may confuse the
consumer.
A. 5etailers are not too bothered about installing the display and
when one salesman installs the +.=.+ materials# the next
salesman from the next sales firm replaces the display with his
own. his limits the life of the +.=.+ materials.
0. (all displays and signs may get damaged or may deteriorate.
B. &isplay racks may misused by stocking it with competitive
merchandise
1. 5etailers usually do not pay for +.=.+ material and therefore
may not use it correctly and effectively.
D. 2arge manufactures having a long term relationship with the
retailers and financial clout may en!oy premium places for their
displays to the disadvantage of smaller manufactures
(nternet as an emerging medium in (ndia
he internet is one of the emerging mediums in ,ndia as of today.
2ike many other media it too has its advantages and
disadvantages in the below mentioned areas:
Advantages:
#ffective targeting ? the internet as a medium poses an
advantage in this aspect as the kind of people visiting a site or
surfing the web can be determined and defined much better and
easier then other mediums. *owever# one must remember that
ma!ority of the people on the net are educated and from urban
backgrounds. 4o it makes sense only for those who are looking at
this target audience to advertise on the net.
9g. ,t doesn3t make much sense for lifebuoy to advertise on the
net.
'le*ibilit! of e*ecution - theoretically# internet as a medium
provides one with a good amount of flexibility of execution. =ne
can communicate its message in the form of print or one can
create a whole audio$visual experience or even set up a virtual
tour experience of the product.
9g. Many tour operators have a virtual tour site of different
countries. +roducts like mobile phones can be seen from all
angles because of @$& animation.
one-to-one with consumers: he primary attraction of the
,nternet is its ability to deal one$to$one with consumers. ,n theory#
business and consumers can buy products# exchange product
information# and ac-uire valuable research with the touch of a
computer key. ,n practice# the ,nternet remains an experimental
medium with vast underutilized potential
,rowth: *owever in future one expects the medium to grow
across sections of society. he ,nternet is the ultimate research
tool# with its ability to measure exactly how many people used the
medium and or purchased a product he ,nternet is among the
most flexible media# with an ability to immediately change copy in
reaction to market and competitive conditions.
-each: one of the main advantages of the medium is that it
exposes you to the world. he knowledge you can obtain from the
internet is close to infinite. .nyone in the world can see your
website> see your ad Weven if it is a little banner on a small siteX. ,t
is also a medium where you can communicate to a specific target
audience.
$heaper medium to advertise: ,t is a relatively cheaper medium
to advertise.
Disadvantages:
o this point# the ,nternet is mostly promise rather than
performance. ,t is difficult to determine the effectiveness of the
service because it is largely experimental in a commercial sense.
$onnectivit! with respect to (ndia ' this is one of the main
disadvantages of advertising on this medium. ,ts presence in the
rural areas is nonexistent and in the urban areas a lot is left to be
desired
&espite the growing popularity of the ,nternet as a means of
informal communication# many consumers are still reluctant to
use the service for purchasing products and services. ,n
particular# consumers seem reluctant to give their credit card
numbers over the ,nternet# even though secure sites are
available.
he sheer number of commercial and non$commercial web sites
makes it difficult for consumers to know what is available or# once
know# have much time to spend with any single site.
he limitations are that it is not widespread in the country. ,t is
almost redundant for rural advertising. he fact that you cannot do
more than animations of a website is a disadvantage.
here are several other disadvantages but over a period of time
this medium is bound to emerge as a strong force in media
planning.
(&&%VAT(V# M#D(A
,nnovative media focuses on alternative platforms of advertising
which open up new avenues for advertisers. .s technological
breakthroughs facilitate better modes of communication# the
emergence of new media has enhanced reach on several levels.
he result is new advertising vehicles which are wider in reach#
specific in targeting and most of all# lower in cost.
The Vidiwall:
he :idiwall is an intensely captivating advertising medium which
truly represents the best of todayNs technology. he :idiwall is
essentially a mega screen capable of broadcasting high -uality
audio$visuals# banners# logos Q slides of stunning size# resolution
and picture -uality.
SMS
.dvertisers are beginning to experiment with the mobile phone
and text messaging as an advertising medium# but as yet# there
are no fixed guidelines for the correct ways in which to use it. hat
means the potential for abuse is vast.
here are two ways that an advertiser can potentially use 4M4 as
an advertising medium. he first is to simply obtain a database of
mobile phone numbers and send messages directly to end$users.

his is similar to bulk e$mailing# which counts among the
marketing tactics that irritates customers and prospects the most.
*owever# the annoyance of unsolicited e$mail will pale beside the
nuisance of having hundreds of unwanted text messages
broadcast to oneNs cell phone every day.
here is certainly a place for this kind of direct messaging# but it
does need to be exceptionally well thought out and executed.
Most importantly# end$users that are contacted through this
mechanism need to agree to it# and should be able to easily opt
out of receiving the messages if and when they wish.
here is# however# another way that advertisers can reach the
large audience of users that have cellular phones. ,t is much less
problematic than direct messaging# which is believed to
represents the future of 4M4 advertising. his approach involves
the placement of a short tag$on# normally no longer than @A
characters# at the tail of every message sent out via a service
such as mtnsms.com.
(hen a user sends a message# it goes out with an unobtrusive
short brand message tagged on the bottom. his is the very sort
of viral marketing techni-ue that has allowed mtnsms.com itself to
grow to more than B#0m users in less than two years.
hese tag$ons can also be used where content is being delivered
to users who have opted in to receiving daily news# stock
exchange# sports or weather updates on their cell$phones.
(&&%VAT(V# -A-A) M#D(A
,n addition to the conventional media vehicles# a lot of innovative
mediums are used in rural advertising and marketing. 4ome of the
most striking ones are:
/0 Puppetr!
+uppetry is the indigenous theatre of ,ndia. 6rom time immortal it
has been the most popular form and well$appreciated form of
entertainment available to the village people. ,t is an inexpensive
activity. he manipulator uses the puppets as a medium to
express and communicate ideas# values and social messages.
2ife ,nsurance Corporation of ,ndia used puppets to educate rural
masses about 2ife ,nsurance> enlisting the help of the literacy
house in 2uck now. hese plays were shown to the audience in
villages in O+# 7ihar# Q M+. he number of in-uires at local 2ife
,nsurance Companies during the period immediately following the
performance was compared with normal fre-uency and found to
be considerable higher. he field staff of the corporation also
reported a definite impact on the business.
'ol+ Theatre
6olk theaters are mainly short and rhythmic in form. he simple
tunes help in informing and educating the people in informal and
interesting manner. ,t has been used as an effective medium for
social protest against in!ustice# exploitation and oppression.
Demonstration:
V&irect ContactV is a face$to$face relationship with people
individually and with groups such as the +anchayats and other
village groups. 4uch contact helps in arousing the villagerNs
interest in their own problem and motivating them towards self$
development.

,n result demonstration# help of audio $visual media can add
value. .sian +aints launched Otsav range by painting MukhiyaNs
house or +ost office to demonstrate that paint does not peel off.
:all Paintings
(all +aintings are an effective and economical medium for
advertising in rural areas. hey are silent unlike traditional
theatre .. speech or film comes to an end# but wall painting stays
as long as the weather allows it to.
5etailer normally welcomes paintings of their shops# walls# and
name boards. 4ince it makes the shop look cleaner and better.
heir shops look alluring and stand out among other outlets.
7esides rural households shopkeepers and panchayats do not
except any payment# for their wall to be painted with product
messages.
o get oneNs wall painted with the product messages is seemed
as a status symbol. he greatest advantage of the medium is the
power of the picture completed with its local touch.
he images used have a strong emotional association with the
surrounding# a feet impossible for even a moving visual medium
like television# which must use general image to cater to greatest
number of viewers.
Ambient Advertising
.mbient .dvertising definition is: he placement of advertising in
unusual and unexpected places "location% often with
unconventional methods "execution% and being first or only ad
execution to do so "temporal%.
/ewness# creativity# novelty and timing are key themes in ambient
advertising. his definition is deliberately narrow and attempts to
exclude Rmainstream3 advertising ,mplicit in this definition are that
.mbient is a moveable and somewhat sub!ective term and will
shift according to the advertising norms of the day.
=ne of the fundamental premises of .mbient is that the world is
an advertising stage. 9verything is a potential advertising medium
Ysides of cows# rockets# golf$hole cups etc.
.mbient was first used in relation to advertising in ?<<B by
Concord .dvertising# a OC agency specializing in outdoor
campaigns.
,t evolved from a need to apply a single term to what was an
increasing re-uest from clients for Rsomething a bit different3 in
their advertising. Clients# concerned with issues of cut$through#
competition# decreased effectiveness and disinterested audiences
wanted "and still want% advertising Rwith bite3 from their agencies.
his push by clients for something different saw agencies placing
ads in unusual places# such on as floors# petrol pump handles
and backs of toilet doors $ previously not considered as locations
for advertising.
4uch campaigns did not fit neatly into existing categories like out$
door# print# radio or television and hence anew term was coined.
Onusual locations are considered a defining characteristic for
.mbient advertising.
*owever# Runusual locations3 lose their point of difference with
repetition and time# and so cease to be something different.
This suggests two things0
Onusual location is not the only point of difference for .mbient.
he method of execution is often unusual as well.
*olographic pro!ections# role$plays and graffiti are a few examples
of this and certainly fit within the Rsomething different3 imperative
Media brief
he media brief is an invaluable resource that answers all of the
preliminary -uestions that we need in order to research# plan# and
present the best possible media program to achieve our clients3
ob!ectives.
he media brief can be referred to as a checklist for the media
planners to help them prepare a media plan for a client
organization.
A good media brief should ideall! include the following0
/0 Mar+eting information chec+list: his should reflect the
marketing ob!ectives and proposed strategies# product
characteristics# distribution channels# brand category# expenditure
level and ad expenditure of close competitors# ad expenditure on
the brand for the current# previous years and proposed
appropriation.
10 The ob8ectives: he media brief must indicate the ob!ective or
ob!ectives the proposed advertising is trying to accomplish. his
must clearly indicate whether the ob!ective is to introduce a new
product# increase awareness about the existing brand# reinforce
the current position# reposition the current brand# relaunch a
declining brand# elicit direct response# improve or enhance the
companies reputation or change the peoples attitudes towards the
company# brand or product category. ,t would also indicate the
source of business i.e. the target audience profile of the current
users# proposed users etc.
20 Product categor! information: ,t is pertinent for the media
planner to have thorough knowledge of the product category and
the positioning of the brand being handled. his helps in
assessing the strengths and weaknesses of the brand and also
helps in setting achievable targets. he information deals with the
following broad areasYcategory definition# competitive brands#
market share of various brands# sales volumes of each brand etc
Yto determine the scheduling pattern.
30 ,eograph!C)ocation: he media brief helps the planner in
knowing his media markets. ,n other words> if the product is
available in only the metros# then the planner will restrict his
media options to those vehicles which reach the target audience
in the metros. ,n case# however# the product is being launched on
an all country basis# the media planner although keeping in view
the holistic approach will also keep in mind the consumption
pattern in various geographical locations for giving relative
weightage to work areas# where the product usage is more.
7esides this he will also keep in view the brand development
index# sales volume and local market problems and opportunities.
40 Seasonalit!CTiming: ,nformation regarding seasonality of the
product is an important consideration for the media planner. ,n the
,ndian context where there are extreme climates in different parts
of the country at the same time# some products are season
specific. he sale of woolen products is always there in the hilly
regions especially# *imachal +radesh and higher reaches of Otter
+radesh# while in southern ,ndia# except probably in some parts of
Carnataka# woolen products are generally not available. he
/orth experiences severe cold for some months# hence one sees
a spurt in advertising 7esides# the planner should keep track of
the sales patterns# influence factors such as festivals# holidays
and the weather# spending considerations# specific sales
promotions drive and clE.ient mandated spending constraint# etc.
50 Target Audience: . profile of those who buy the existing
product category as also those who buy competitive brands is a
very important consideration for the media planner. 7uying habits
must also include information about buying cycles# purchase
points# fre-uency of purchase# etc. this helps the planner to know
the consumer characteristics by category# brand and competitor>
demographicsYage# income# education# occupation and
motivation> special market segmentations like doctors# architects#
children# etc. .s also media usage data for heavy users# light
users of various media vehicles.
$ommunication Mi*
8Communications component 9or communication mix: is that
portion of the media plan that considers the effectiveness of
message delivery as contrasted to the efficiency of audience
delivery.;
(hen we use the word creativity in advertising context# we
usually do not think about the media function. *owever# the
effective media planner must consider the creative goals# the
message themes# and the actual creative execution in developing
the media plan. 7ecause of high cost of time and space# there is a
tendency to become so concerned with media cost analysis that
we forget that effective advertising must communicate to our
listeners and readers.
The communication mi* consists of the following
considerationsF
Creative redispositions of the audience: for example# teens are
predisposed to radio in a different way than print.
<ualitative 0nvironment for the message: Golf magazine reaches
readers who are in the proper frame of mind for ads for golf balls
and golf clubs than any single medium used alone
#lements of the communication mi*
Advertising:
?. +rint:
a. /ews +aper
b. Magazine
10 Broadcasting:
a. elevision
b. 5adio
c. Cinema
d. :ideo
20 %utdoor:
a. 7illboards
b. *oardings
c. Cloth banners
d. Ciosks
e. /eon signs
f. electric displays
30 Ambient advertising
a. 7us tickets
b. petrol pumps
c. Cisan melas
40 Transit advertising:
a. 7us shelters
b. 5ailway stations
c. .irport
50 Sales promotion
a. +rice deals
b. 7onus packs
c. refunds and rebates
d. Coupons
e. Contests and sweepstakes
f. +remiums
g. 4ampling
h. Continuity plans
i. rade coupons
!. 9xchange offers
k. &isplays# trade fairs# exhibitions# and event sponsorship
60 Public -elation:
a. /ewsletter
b. +ress conference
c. corporate advertising
d. +ublic service advertising
e. 4pecial events
70 Personal Selling: +ersonal selling is oral communication with
potential buyers of a product with the intention of making a sale.
he personal selling may focus initially on developing a
relationship with the potential buyer# but will always ultimately end
with an attempt to Vclose the saleV
+ersonal selling is one of the oldest forms of promotion. ,t
involves the use of a sales force to support a push strategy
"encouraging intermediaries to buy the product% or a pull strategy
"where the role of the sales force may be limited to supporting
retailers and providing after$sales service%.
D0 Direct Mar+eting: &irect marketing is concerned with
establishing an individual relationship between the business
offering a product or service and the final customer. &irect
marketing has been defined by the ,nstitute of &irect Marketing
as: he planned recording# analysis and tracking of customer
behaviour to develop relational marketing strategies
he process of direct marketing covers a wide range of
promotional activities you may be familiar with. hese include:
a) &irect$response adverts on television and radio
b) Mail order catalogues
c) 9$commerce "you bought this marketing companion
following tutor8u3s direct marketing campaignZ%
d) Magazine inserts
e) &irect mail "sometimes also referred to as K!unk mailL%
f) elemarketing
/@0 (nternet advertising:
a. .d 7anners
b. (ebsites
c. .d 7uttons
d. 4ponsorship
e. ,nterstitial
f. Classified .d
??. &atabase advertising:
&atabase marketing is the techni-ue of gathering all the
information available about your customer# leads# and prospects
into a central database and using that information to drive all your
marketing efforts.
he information is stored in a marketing database and can be
used at both the strategic and tactical levels to drive targeted
marketing efforts.
. company that utilizes database marketing continually gathers#
refines# and analyzes data about their customers# their buying
history# prospects# past marketing efforts# demographics# and so
forth. hey analyze the data to turn it into information that
supports all their marketing and sales programs. More
enlightened marketing companies also use customer and
prospect interests and preferences# generally gathered on their
web site# to tailor marketing efforts right down to the individual
level.
/10 P%P:
a. &anglers
b. (indow displays
c. 4tickers
/10 Telemar+eting
a. ,nbound telemarketing
b. =utbound telemarketing
/20 off screen selling:
a. &emonstration on : with toll free call
/30 (n film advertising: ,n$film advertising# in its most effective
form# is about a brand being a part of the cinemaNs content. Many
global brands are now turning to this medium for the sheer impact
that a movie can make on its audiences.
a brand using the medium of cinema to promote its message. .
number of marketers are now using movies to pro!ect the core
values of their brands.
/40 Sponsorship: To sponsor something is to support an event"
activity" person" or organi$ation financially or through the
provision of products or services. +ponsorship is typically done
for promotional purposes" to generate publicity" or to obtain
access to a wider audience.
4ponsorship may be an arrangement to exchange advertising for
the responsibility of funding a popular event or entity. 6or
example# a corporate entity may provide e-uipment for a famous
athlete or sports team in exchange for brand recognition.
he sponsor earns popularity this way while the sponsored can
save a lot of money. his type of sponsorship is prominent in
sport# the arts# media and the charity "Ncause$relatedN% sector.
,t is also becoming increasingly important in education. Many
companies want their logo on sponsored e-uipment in return.
/50 #*hibition J Trade fairs: 9xhibiting at rade 4hows is
usually expensive. 7ut then it is the most effective and
respectable way to present company in the local and international
market.
he impact on prospective buyers;partners can not be so strong
in any other way in today3s world that is overloading with suppliers
and exporters. 7ut still# an exhibition cannot guarantee business
as most still depends on how you use the opportunity.
/60 Brand identit!
*ow you want the consumer to perceive your product or your
brand. Companies try to bridge the gap between the brand image
and the brand identity.
/70 $orporate identit!
Corporate ,dentity has become a universal techni-ue for
promoting companies and improving corporate culture.
,t means any form of advertising# which has as its ob!ective# the
building up of a company3s reputation. .dvertising whose
purpose is to promote the image of a corporation rather than the
sale of a product or service. .lso called V,mage .dvertising.V
he main aim is to build a positive image for the firm in the eyes
in internal and external public in institutional advertising. ,t does
not attempt to sell anything directly. *owever# it does a lot of
good to the organization as a whole. ,t forcefully tells how the
organisation is a socially responsible institution.
,t also tells about the nationalistic learning3s of the organization. ,t
shows how its actions are consistent with overall national
ob!ectives like environmental protection# employment generation#
literacy# loss prevention# health for all etc. ,t is integrated to public
relations function of the organisation.

Corporate advertisements may be addressed either to consumers
or other groups like government# suppliers# financial institutions
etc.
9ffective Corporate advertising evokes a positive response
amongst the target group and creates goodwill. Corporate
advertising may introduce products indirectly or may introduce the
sales people indirectly.
/D0 #vent sponsorship: . type of promotion whereby a company
develops sponsorship relations with a particular event such as a
concert# sporting event# or other activity.
Socio(Economic )lassification
The relevance of S#$ to media planning
49C is essentially !udged by two broad categories ' education
and occupation of the chief wage earner of a household.
.ccording to 4ocio 9conomic Classification# the groups 49C .
and 49C 7 represent educated urban consumers# making up 0.DD
million households in sixteen cities. More than 10J of 49C . and
7 homes live in eight cities of ,ndia# and receive the greatest
attention in respect of trendy and lifestyle products. oday# over
@0 million homes comprise the effective consumer base for
durables like automobiles# white goods# and consumer
electronics
,n the early days interviews were conducted within a particular
segment to identify the arget .udience re-uired. At these
interviewsB the respondents were reluctant to disclose an!
information about their income. his made the research far
more complicated# as they weren3t able to identify the proper
target audience.
4o in order to avoid such circumstances the 4ocio$9conomic
Classification was developed by the Market 5esearch 4ociety of
,ndia.
his system is based on the occupation and education of the chief
wage earner of the household# so as to create an alternative to
the household income# so far used as the basis of classifying
households.
he 49C classifies them into .# 7# C# &# and 9. .$ being the
Opper Class and 9$ being the 2ower Class. ,n order to know the
socio$economic classification of the various segments# one also
needs to look at the 4ocio$9conomic Classification Grid "49C%$
Orban and 5ural.
49C allows researchers to classify ,ndian households without
asking for the income details. (hile respondents in rural areas
are usually not as reluctant as their urban counterparts to reveal
incomes# they have their own problems. 5ural income is
seasonal# and includes hard$to$estimate aspects like barter and
self$consumption of produce. 7ut the standard 49C definition
comparing occupation of chief wage earner with his;her education
level was also unsuitable. V*ow do you compare occupations in
rural areas like artisans and farmers $$ which do you rank higher)V
asks Ioseph. V.nd peopleNs occupations arenNt fixed.
hey might farm six months and do something else at other
times.V .fter looking at other variables like ownership of durables
and tractors# and family size# =5G$Marg finally evolved a rural
49C definition which compares the education of the chief wage
earner with the type of house they live in $$ defined as pucca#
semi$pucca or kuchha# depending on the materials used for the
roof and walls.
Media Audit
Media .udit scrutinizes processes of media buying# scheduling#
planning# rates across media and compares it with a benchmark.
Media .udit essentially examines whether client got what it
ordered# and if you they are paying for what they intended.
There is various aspect of Media audit0
a0 'inancial Audit: he first is a financial audit by Media .udit
firm of the records of the Media 7uying .gency "M7.%. 4ince the
M7. is an external agency# they have a contractual relationship to
act on client behalf to buy media space and time. his audit
essentially examines whether client got what it ordered# and if
they are paying for what was intended.
.nother aspect of financial audit is the payment. Client pays M7.#
who in turn pays the media supplier. &id client money reach them#
and did it reach on the due date) hat involves reconciliation
between what client paid for and where it went. .part from this#
there is also a need to check if the authority is being exercised
correctly.
b0 K-eturn of rebates and discountsK: he second type of audit
is what is called Nreturn of rebates and discountsN# which some
media owners give the M7. directly for space or airtime bookings
in excess of a certain volume.
4o M7.s push advertisers to spend on a given medium or
channel to gain volumes# and thus rebates. ,t is called agency
volume discount. .dvertisers would want that discount passed
back to them# in proportion to their spends.
c0 criti.ue: he third aspect media audit is a criti-ue on the way
media planning has been done by the agency. . campaign plan is
done based on what is the optimal way of reaching your target
consumers. here are numerous combinations of media ; vehicles
options.
Media audit examine if where client advertised was correctly
optimized# both in terms of cost and in terms of thinking. . criti-ue
can# therefore# go into the kind of media chosen and then make
-ualitative assessments and comments. he media auditor audits
the media plan to examine if the plan was fair and optimum.
Aperture> Mar+eting
Aperture: he best place and time to reach a person in the target
market group.
.n aperture is the ideal moment for exposing consumers to an
advertising message. ,t is the moment for exposure effective
advertisement when interest and attention are high. Media
planner is responsible from locating the aperture opportunity
Definition: .perture is the ideal moment for exposing consumers
to an advertising message. (hen the consumer is in the
purchasing mode# when the consumer is in the information mode
"the search corridor%.
,n either case# advertising works best when interest and attention
are high. ,nterest and attention are high.
9ven the most brilliant message will fall on deaf ears if the target
is not ready to listen and in a position to act. 6or example# a
person vaguely aware of depression might pay little attention to a
: ad prompting one to your doctorV about an anti$depression
drug.
here are simply too many steps the consumer must take$$from
deciding to actually do something about the problem# to making
the doctorNs appointment# to actually visiting the doctor and asking
for the prescription. hus# the doctorNs office would seem to be a
better location to deliver the message.
7ut even a well$crafted anti$depression product ad in the doctorNs
waiting room may not motivate the patient to broach the sub!ect if
those patients are engaged in activities such as filling out
paperwork or reading tired magazines. ,ronic as it may seem# in
the waiting room their minds are not focused on their health
condition.
7ut take that message to a location only 0E feet away$$to the
physicianNs exam room$$and then youNve found the right moment
to prompt this very personal discussion# right in the location where
doctor and patient interact.
7ringing three dimensions of targeting together$$the right
consumer at the right time in the right place$$is the discipline we
like to call aperture marketing.
.perture is a term borrowed from photography to describe the
opening of a lens. ,n marketing# the aperture is the opening of the
consumerNs mind to grasp your message and take action based
on that message# in the perfect moment of time captured by a
well$crafted program. his is the aperture moment.
Aperture moments can vary widely according to the product#
category# brand and consumer. ,f you identify and leverage these
moments# you can assure yourself an audience that engages in
and acts on the message you provide. Moreover# youNve honed
your medium not only to the best consumer# but the best moment#
so you can afford to bring optimal resources to bear at that
precise moment.
9ffective aperture marketing re-uires# before anything else#
thorough consumer research that allows the marketer to glean
insights into the dimensions of time and place that make up an
aperture and consumer involvement with a decision.
(ithout such understanding# consumer targeting becomes
decidedly one dimensional# resulting in flat approaches that may
not break through to the consumer# and often donNt deliver results
for the marketer.
.rmed with an understanding of aperture marketing# savvy
marketers can directly influence targeted customers at the precise
time and place that involvement and intensity with the brand are
at a peak.
Sources of media information
=ne of the most important re-uisites of a media planner s
familiarity with media choices and various sources of media
information.
Media information is available from sources within the media
itself as well as external sources. 4ome of the media source
books in the ,ndian context and other database publications often
used by media planners include the following.
/0 Population $ensus
Conducted every ?E years# the census probably is the most broad
based database offering a profile of the ,ndian people.
he census data provides information about the population size#
population strata# age# sex ratio# literacy level# family size and
forms etc. .lso provides information about the various castes and
beliefs.
4rban 5 Rural Classification
.ccording to the Census of ,ndia ?<<?# the following criteria were
adopted for treating a place as urban :
?. .ll statutory towns# i.e.# all places with a municipality#
corporation# cantonment board or notified town area committee#
etc.
8. .ll other places which satisfied the following criteria :
$ . minimum population of 0EEE
$ .t least 10J of the male working population engaged in
non$agricultural pursuits# and
$ . density of population of at least AEE per s- km
@. .part from these# the outgrowths of cities and towns have also
been treated as urban.
.ll areas not identified as Orban# are classified as 5ural
Claimed 5eadership :
/o. of people who claim to have read a publication with a
fre-uency greater than zero
10 Annual #conomic Surve!:
his provides an industrial survey> based on 49C "socio$
economic classification%# income and occupation# etc.
he annual 9conomic 4urvey containing macro$economic review
is presented one day in advance of the Onion 7udget every year.
he annual 9conomic 4urvey makes pro!ections that the
government try to implement.
20 The (ndian &ews and 'eature Alliance
,/6.:,t has detailed information on various newspapers and
magazines.
he ,ndian /ews and 6eature .lliance# known as the ,/6.
yearbook# provides detailed information on various newspapers
and magazines.
,nformation included the who3s who in marketing# advertising and
in the press.
,t also contains mechanical date about the size of the population#
what kind of advertising material would be acceptable of the
public# circulation and names of people in the ad department etc
30 (ndia ? Gearboo+:
,t provides a holistic view of data on various aspects of
governance# demographics# progress etc.
40 Audit Bureau of $irculation:
,t provides advertisers with impartial and authentic check of
circulation statements of members$publications. Circulation
auditing organisations function in 80 countries.

,n .sia# audit bureaus function in Iapan# 4ingapore# Malayasia
and ,ndia. he ,ndian .7C is a founder$member of the
,nternational 6ederation of .udit 7ureau of Circulations.
he .udit 7ureau of Circulation "of ,ndia% was established in ?<AD
as a voluntary effort by national advertisers# advertising agencies
and newspaper publishers in their common interest to measure
circulation of publications in a true and standard manner.
Members of .7C are re-uired to keep records to facilitate audits.
.n independent of Chartered .ccountants# appointed by the
member# conducts half$yearly audits according to a procedure
prescribed by the 7ureau.
9very six months .7C provides its members with audited
circulation certificates of important newspapers and periodicals.
Circulation data covers distribution of copies in various 4tates and
Ma!or cities# which are potential markets.
he Certificates provide information of average figures of average
circulation for the audit period# month to month net sales and
average figures for the previous audit periods.
,nformation of single copy subscription sales# copies distributed at
discounted and free distribution is also given
50 &ational -eadership Surve!s ;&-S<
he /54 is a survey on all media# but especially the print
medium# conducted by the /ational 5eadership 4urvey Council.
his body consists of members from the ,/4 ",ndian /ewspaper
4ociety%# ..., ".dvertising .ssociations of ,ndia% and .7C ".udit
7ureau of Circulation%.
*ow is /54 different from the circulation figures reported by the
.7C)
.7C conducts a six$monthly audit of a publication3s sales. 7ut
each copy of a publication may be read by more than one person#
depending on the fre-uency and popularity of the publication.
his is what is captured in readership surveys like the /54. he
survey is done on an all$,ndia basis# urban as well as rural#
amongst individuals who are ?8 years and older.
.ll town classes are covered in the urban area. *owever# only
towns with a population higher than two lakh are reported on an
individual basis# smaller towns are reported on the basis of socio$
cultural regions defined by language homogeneity# geographic
homogeniety# financial and economic administration#
regionalisation of culture and lifestyle# caste and class
homogeniety.
/54 gives information on the macro parameters like the reach of
each medium among various audiences defined demographically.
,t also gives information on the duplication between media# as
well as between vehicles within the same medium.

6or publications# one gets the number of readers# type of readers
in demographic terms "/54 defines readers by sex# age# income#
socio$economic class# occupation# education# geographical
location%# spread of these readers# and lifestyle parameters such
as product ownership and consumption patterns.
4ince advertisers who relied on plain circulation "paid sales% data
for the allocation of their media budgets did not have access to
data on the -uality of readership each publication has# they did
not know whether money was being used effectively or wasted.
4tudies like the /54 give details not only about the number of
readers# but also -uality of readers# and the duplication of readers
with other competitive publications.
60 Television -ating Points ;T-Ps<
. unit of : audience measurement based on coverage. . single
5+ represents ? per cent of the targeted viewers in any
particular region.
:hat is a people meter
he people meter is an electronic data$capturing device for
measuring the member and kinds of people watching :
programmes.
,t is connected to the television set with a fre-uency running
device to monitor channels being watched and re-uires a remote
control for the viewers to register their presence in the room while
viewing the channel or specific programme.
o collect information on who is watching the programme or the
serial# when he or she watching the programme is or how much
time is spent watching# researchers use people meter technology
to measure second to second viewer ship.
he remote has a numbered button for every resident of the
household as well as visitor buttons. 9ach button is programmed
with the age;sex;demographic data of each household member.
:isitors input their age;sex information when logging on to the
meter.
he people meter has a tuner sensing device and it automatically
records households viewing# that is whether the set is on or not
and which station;channel it is tuned on to.
,ndividual and visitors in the house press their assigned button
upon entering and leaving the room when the set is on. ,t also
prompts as soon as television is switched on for viewers to
register on the people meter remote by pressing their numbered
button. :iewing is recorded continuously all through the year for
8A hours a day.
%mbient %dvertising
5$bient 5d#ertising definition is(
The &lace$ent of ad#ertising in unusual and une1&ected &laces
+location, often !ith uncon#entional $ethods +e1ecution, and being first
or only ad e1ecution to do so.
0e!ness% creati#ity% no#elty and ti$ing are "ey the$es in a$bient
ad#ertising. This definition is deliberately narro! and atte$&ts to
e1clude 6$ainstrea$7 ad#ertising I$&licit in this definition are that
5$bient is a $o#eable and so$e!hat sub)ecti#e ter$ and !ill shift
according to the ad#ertising nor$s of the day.
8ne of the funda$ental &re$ises of 5$bient is that the !orld is an
ad#ertising stage.
9#erything is a &otential ad#ertising $ediu$:sides of co!s% roc"ets%
golf.hole cu&s etc. 5$bient !as first used in relation to ad#ertising in
2;;< by Concord 5d#ertising% a /= agency s&eciali'ing in outdoor
ca$&aigns.
It e#ol#ed fro$ a need to a&&ly a single ter$ to !hat !as an increasing
request fro$ clients for 6so$ething a bit different7 in their ad#ertising.
Clients% concerned !ith issues of cut.through% co$&etition% decreased
effecti#eness and disinterested audiences !anted +and still !ant,
ad#ertising 6!ith bite7 fro$ their agencies.
This &ush by clients for so$ething different sa! agencies &lacing ads in
unusual &laces% such on as floors% &etrol &u$& handles and bac"s of
toilet doors . &re#iously not considered as locations for ad#ertising.
Such ca$&aigns did not fit neatly into e1isting categories li"e out.door%
&rint% radio or tele#ision and hence ane! ter$ !as coined. /nusual
locations are considered a defining characteristic for 5$bient
ad#ertising. 4o!e#er% 6unusual locations7 lose their &oint of difference
!ith re&etition and ti$e% and so cease to be so$ething different.
This suggests t!o things. /nusual location is not the only &oint of
difference for 5$bient. The $ethod of e1ecution is often unusual as
!ell.
Gou can solve all the sum b! using the following
?. G5+F5 x 6
>. F ? GRP@R
A. R ? GRP@F
B. GRP ? Budget@CPRP
5. Frequency ? 0o of &eo&le 1 0o of ti$es
Total no of &eo&le
<. Budget?GRP 1 CPRP
C. CPRP?B/DG9T @ GRP
D. CPRP ? 5#erage e1&osure cost @ Eof T5
;. 59C? CPRP 1 E 8F T5
23. E 8F T5 ? 59C@CPRP
22. 59C ? 0o of s&ots 1 cost &er s&ots
Total no of s&ots
*+,+ %T"T %pril -../
Media ,:
Reach? C5% Frequency? 23% TPC D% 33%333% 59C? B3%333
Media -:
Reach ?>3% Frequency?>3% TPC?<% 33%333% 59C? C3%333.
Find the E T5% GRP and CPRP for $edia2 and $edia>
If frequency is interchanged% deter$ine the changes for edia2 and
edia >
Sol:
Media ,
GRP ? R F F ? C5 F 23 ? C53
CPRP ? TPC@GRP?D33333@C53? 23<<.<<
E 8F T5 ? 59C@CPRP ? B3333@23<<.<< ? AC.53
Media -:
GRP ? R F F ? >3 F >3 ? B33
CPRP ? TPC@GRP?<33333@B33? 2533
E 8F T5 ? 59C@CPRP ? C3333@2533 ? B<.<<
If the Frequency is interchange
Media ,:
GRP ? R F F ? C5 F >3 ? 2533
CPRP ? TPC@GRP?D33333@2533? 5A.AA
E 8F T5 ? 59C@CPRP ? B3333@5AA.AA ? C5
Media -
GRP ? R F F ? >3F 23 ? >33
CPRP ? TPC@GRP?<33333@>33? A333
E 8F T5 ? 59C@CPRP ? C3333@A333 ? >A.AA
*+-+ %T"T %pril -../
b.25% 333 &eo&le see an ad#ertise$ent < ti$es% A5%333 &eo&le see an
ad#ertise$ent B ti$es and 23%333 &eo&le see an ad#ertise$ent > ti$es.
Reach is A5E and the T5 is 55E% 59C? B3%333.
Find% GRP% CPRP and B/DG9T.
If the frequency is deceased by 35 then !hat are the corres&onding
changesG
0o! if 59C is increased by 5333% !hat are the corres&onding changes
!ith the ne! frequencyG
Frequency ? 0o of &eo&le 1 0o of ti$es
Total no of &eo&le
+25333 1 <, H A5%333 1 B, 23333 1 >,
<3%333
+;3%333 H 2B3%333 H >3%333,
<3%333
Frequency ? >53333 ? B.2<
<3333
GRP ? R F F ? A5 F B.2<
? 2B5.<
CPRP? 59C ? B3%333 ? C>C.>C
T5 55
Budget ? CPRP F GRP
Budget? C>C.>C F 2B5.<
? 235D;3.52
Frequency is decreased by 35
B.2<.35 ? A.<<
0e! Frequency ? A.<<
59C ? B3%333 H 5333 ? B5%333
GRP ? A5 F A.<< ? 2>D.2
CPRP ? 59C
T5
CPRP ? B5333 ? D2D.2D
55
TPC ? CPRP F GRP
? D2D.2D F 2>D.2
? 23BD3D.D5
*+0+ %pril -..1:
I. 5 $edia &lanner &laced >3 ti$es an ad#ertise$ent of a &articular
brand on a $edia !hose reach !as A3E. The 5#erage 91&osure cost
!as Rs. <3% 333. The T5 is A3E. Deter$ine the GRP and the CPRP. If
the Budget !as increased by 23 la"hs and the 59C !as reduced by
23%333 !hat is the change in CPRP. If E T5. 5nd reach are constant.
Jhat is the change in GRPG
Gi#en( F?>3% R?A3% 59C?<3%333
T5?A3. GRP?G CPRP?G
GRP? R1F?>31A3?<33
CPRP ? 5#erage e1&osure cost @ Eof T5
CPRP ? <3%333 @ A3
CPRP ?>333
Budget?GRP 1 CPRP
Budget?<331>333
Budget?2>33333
If the Budget !as increased by 23 la"hs and the 59C !as reduced by
23%333 !hat is the change in CPRP.
Budget?2>33333
Budget?2>% 33333H 23% 33%333
Budget?>>% 33%333
59C?<3%333.23%333?53%333
CPRP ? 5#erage e1&osure cost @ Eof T5
CPRP? 53%333@A3
CPRP?2<<<.<<
GRP?Budget @ CPRP
GRP?>>% 33%333@2<<<.<<
GRP?2A>3
The change in GRP is 2A>3.<<3
<<3
*+2+ O)T -..2:
5 $edia &lanner &re&ared the follo!ing edia Plan.
edia2 edia 22
Reach A3 B3
Frequency 25 2>
5#g 91&osure A333 >533
E of T5 >5 >3
Deter$ine the budget of both edia 2 and edia 22. If 59C is
interchanged deter$ine the re#ised budgets of edia 2 and edia 22.
edia2 edia 22
GRP?R1F GRP?R1F
GRP?A3125 GRP? B312>
GRP?B53 GRP?BD3
CPRP ? 5#erage e1&osure cost@Eof T5
edia2 edia 22
CPRP?A333 @>5 CPRP?>533 @ >3
CPRP ? 2>3 CPRP ? 2>5
Budget?GRP 1 CPRP
B?B53 1 2>3 B?BD31 2>5
B?5B3333 B? <3%333
CPRP ? 5#erage e1&osure cost@Eof T5
edia2 edia 22
CPRP?>533@ >5 CPRP?A333@ >3
CPRP? 233 CPRP?253
Budget?GRP 1 CPRP
B?B53 1 233 B?BD31 253
B? B5333 B? C>%333
*+1+ Oct -..3
>3%333 &eo&le see an ad#ertise$ent 5 ti$es
25%333 &eo&le see an ad#ertise$ent 23 ti$es
23%333 &eo&le see an ad#ertise$ent 25 ti$es
The Reach is A5E and the T5 is B5 E
The cost &er s&ot is(
5K Rs D3%333 &er s&ot
DK Rs C3%333 &er s&ot
BK Rs C5%333 &er s&ot
AK Rs D5%333 &er s&ot
Jhat is TPCG
Jhat is the GRP if the Budget is increased by >3 E and the CPRP is
constantG
Frequency ? 0o of &eo&le 1 0o of ti$es
Total no of &eo&le
+>3%333 1 5, H +25%333 1 23, H +23%333 1 25, ?
B5%333
233333 H 2%53%333 H 2%53%333 ? B3%3333 ?
B5%333 B5%333
GRP ? R F F ? A5 F D.DD ? A23. D
59C ? 0o of s&ots 1 cost &er s&ots
Total no of s&ots

? + 5 1 D3%333, H + D 1 C3%333, H + B 1 C5%333, H + A 1 D5%333,
>3
? B3%3333 H 5<%3333 H A33%333 H >%55%333 ? 25%25333
?
C5C53
20 >3
59C ? C5C53
CPRP ? 59C ? C5C53
T5 B5
TPC ? CPRP F GRP ? 2<DA.AA F A23.D
? 5>A2CD.;<
If the Budget is increased by >3 E
>3 E of 5>A2CD.;< ? 23B<A5.C;
0e! Budget ? 5>A2CD.;< H 23B<A5.C;
? <>CD2B.C5
0e! GRP ? Budget ? <>CD2B.C5
CPRP 2<DA.AA

? AC>.;5
*+1+ Oct -..3
.b. Jhat is the Reach and CPRP if GRP is >53% frequency is C.5 L TPC
is 53%33333 +53 Ma"hs,. Jhat is 59C if the T5 is B3 E. If GRP is
increased by 53. Jhat is the final TPCG
R ? GRP@ F
>53 @ C.5
R? AA.AA
CPRP ? TPC ? 53%33333 ? >3%333
GRP >53
59C ? CPRP F T5
>3%333 F B3
59C ? D%33%333
0e! GRP ? >53 H 53
? A33
TPC ? GRP F CPRP
? A33 F >3.333
TPC ? <3%33333


Definitions:
/0 Audit Bureau of $irculations
.udit 7ureau of Circulations ".7C% is one of the several
organizations of the same name operating in different parts of the
world.
The $4C founded in 1;-< is a not for profit= oluntary
organisation consisting of Pu*lishers= $dertisers and
$dertising $gencies. 7t has done pioneering wor5 in
deeloping audit procedures to erify the circulation data
pu*lished *y those newspapers and periodicals which have
earned the right to display its emblem.
.7C as it is called and understood by all# is a founder member of
the ,nternational 6ederation of .udit 7ureaux of Circulations. he
main function of .7C is to evolve# lay down a standard and
uniform procedure by which a member publisher shall compute its
net paid sales. he circulation figure so arrived at is checked and
certified by a firm of Chartered .ccountants which are approved
by the 7ureau. he 7ureau issues .7C certificates every six
months to those publishers whose circulation figures confirm to
the rules and regulations as set out by the 7ureau.
6rom a modest beginning it has grown to remarkable proportions.
.7CNs membership today includes A?? +ublishers of national and
regional importance# ?0? .dvertising .gencies# 0? .dvertisers Q
8E /ew .gencies and .ssociations connected with print media
and advertising. ,t covers most of the ma!or towns in ,ndia.
6acts and figures which are checked and certified by an
independent body is a very important tool in the hands of the
advertising business community. he details of .7C certified
circulation figures are available online to all Members of the
7ureau "http:;;www.auditbureau.org% at no extra cost.
.n .dvertiser would like to know the facts and figures before
investing his money in advertising. .n .dvertiser ought to know
how many people buy a publication and in which area. he .7C
gives all these vital facts every six months. he .7C figures are
not the outcome of opinions# claims or guesswork# but they are
the result of rigid# indepth and impartial audits of paid circulations
of member publications by independent and leading firms of
Chartered .ccountants working in accordance with the rules ;
procedures prescribed by the 7ureau.
20 Advertorial: +aid$for advertising# clearly entitled
Radvertisement3 or Rpromotion3# produced in the editorial style of
the publication in which it appears.
30 Ambient media: /on$traditional ob!ects;sites that carry ad
messages. ,t is regarded as important for its proximity to the point
of purchase.
40 Average fre.uenc!: he number of average opportunities to
see "=4%. ,t is calculated by dividing gross reach by net reach.
Average issue readership: .n estimated number of people who
B. Below-the-line: .dvertising that uses controlled delivering
techni-ues like telemarketing# point$of$sale in shops# direct mail#
public relations etc. his falls below an arbitrary demarcation line
between the ad media that pay commission to ad agencies and
those who do not.
1. Bleed: (hen the printed area of an ad extends to the border of
the page rather than being set in a box or limited by white
margins. +rinting to the edge of the page# with no margin or
border. 7lock. Consecutive broadcast time periods.
D. Bou.uet: .n assemblage of : channels that are sold
together for advertising purposes.
D0 Brea+ bumper: . : commercial in the form of the sponsor3s
logo# restricted to a maximum of ?E seconds at the start and end
of a commercial break.
/@0 Burst strateg!: .n ardent phase of advertising within a
concentrated period of time.
//0 $lutter: . term describing a high intensity of competing ad
messages that consumers happen to come across in a given time
period.
/10 $ooperative advertising: (hen the expenditure of an ad#
placed by a retailer who is promoting the manufacturer3s brand# is
shared by both of them.
/20 $ost per thousand ;$PT<: he cost borne by the advertiser
to reach ?#EEE people in the target audience.
/2a0 $JS 3L audiences ;$able J Satellite 3 Gears and above<
/20 c0 $over date: Cover date refers to the date displayed on the
covers of magazines. *owever# this is not necessarily the true
date of publication.
,n ,ndia the standard practice is to display on magazine covers a
date which is some weeks or months in the future from the actual
publishing;release date. he reason for this apparent discrepancy
is to inform newsstands when an unsold magazine can be
removed from the stands and returned to the publisher or be
destroyed. (eeklies "such as ime and /ewsweek% are generally
dated a week ahead. Monthlies "such as /ational Geographic
Magazine% are generally dated a month ahead# and -uarterlies
are generally dated three months ahead.
/30 Direct mail: (hen advertisers send letters# information and
free samples directly to the consumers or e$mail messages to a
target group of users.
?0. Direct mar+eting: (hen advertisers market their
product;services to customers on an individual rather than mass
basis.
/50 #*posure: 9xposure of a target audience to an ad expressed
as an opportunity to see "=4% or opportunities to hear "=*%.
/50 'ull -un:
/60 ,ross -ating Point ;,-P<: . unit of audience measurement#
commonly used in the audio$visual media# based on reach or
coverage of an ad. . single G5+# usually# represents ? per cent of
the total audience in a given region.
/70 %ff-the-page advertising: .dvertising products;services in
the print media that invite consumers to purchase by filling in a
coupon "cut out from the ad%# by ringing up a number or by
accessing a website given in the ad.
/D0 're.uenc!0 he number of times that an average audience
member sees
or hears an advertisement> the number of times that an individual
or household is exposed to an advertisement or campaign
"fre-uency of exposure%> the number of times that an
advertisement is run "fre-uency of insertion%.
8E. %ptimi=ation: Media schedule planning method where a
computer uses data on viewers to frame an optimum schedule
according to various parameters set by a media planner. %TS:
=pportunities to see the advertisements in an ad campaign.
8?. %verclaim: (hen an advertiser misleads the market research
with exaggerated claims.
110 Ps!chographic groups: he groups defined in a survey by
their attitudes# motivations and values rather than by
demographics and purchasing habits.
120 Pulse: . pulse is a period of intense advertising activity. he
pulses can occur at the start while launching a new product.
here can a promotional pulse of one shot# e.g.# financial
advertising of a company3s issue.
Pulse strateg!: (hen ad messages are delivered at a
reasonable level of intensity for one$week periods with one week
gaps between advertising periods. . pulse strategy falls between
a burst strategy and a drip strategy.
(e can follow a steady schedule or a Rpulsed3 campaign.
/ormally# scheduling is done for a A$week period. he six types
of schedules available are:
a0 Stead! Pulse or Stead! schedule:
,t is the easiest. 6or instance# one ad;week for 08 weeks or one
.d;month for ?8 months could be an example.
b0 Seasonal Pulse
+roducts like :icks 7alm# Glycodin erp$:asaka 4yrup# +ond3s
Cold Cream follows this approach.
c0 Period Pulse
4cheduling follows a regular pattern# e.g.# media scheduling of
consumer durables# non$durables etc.
d0 #rratic Pulse
he ads are spaced irregularly. +erhaps# we want to change the
typical purchase cycles.
e0 Start-up Pulse
,t is concentrated media scheduling. ,t launches a new product or
a new campaign.
f0 Promotional Pulse
. one$shot affair it suits only a particular promotional theme.
*eavy concentration during a period is the characteristic of this
scheduling. 6or instance# financial K advertising of company3s
issue.
120 People meter0 4lang for a broadcast ratings measurement
device that
records individual audience members who are present during a
program.
130 -each: +ercentage or number of target audience that has
had an exposure to an ad or a campaign at least once within a
designated period.
$umulative reach0 he number of different households that are
ex$
posed to a medium or campaign during a specific time.
140 Share of voice: 9ach advertiser3s G5+ expressed as a
percentage of the total G5+s of all the advertisers belonging to a
specific product ;service category.
8B. Split run: . facility offered by a publication that allows
advertisers to run different copies in different parts of the
publication3s circulation area.
81. Spot advertising: ,n broadcast advertising# spot advertising
is bought on a market$by$market or station$by$station basis.

8D. Stranding: . : scheduling format where the same genre of
programme is aired on particular days of the week.

8<. Stripping: . : scheduling format where programmes are
broadcast on the same regular time slot throughout the week.
Tagline: Memorable words at the end of an advertisement
designed to summarise the ad message.
@E. Tease and reveal: . two$phased poster ad campaign. he
teaser comprises of a series of intriguing and confusing ads that
do not disclose the advertiser3s identity. ,t is then followed by the
reveal# the ads that clarify everything.
@?. Telemar+eting: Osing the telephone as a marketing tool in
contacting prospective buyers# database building# cash$flow
management and customer service. eleshopping: . :
programme$format demonstration of products that is also
e-uipped with a direct response advertising mechanism.
@8. Trac+ing: . process of evaluating advertising that provides
-uantitative data about consumers3 awareness and perception of
the ad campaign and their awareness of other brands in the
market.
@@. T-P ;Target -ating Point<: . unit of : audience
measurement based on coverage. . single 5+ represents ? per
cent of the targeted viewers in any particular region.
230 :astage: (hen an ad reaches the consumers whom the
advertiser does not want to reach.
@0.:earout: he level at which an ad campaign loses its
effectiveness after repeated exposures.
@B. Happing: Osing a remote control to switch channels during
commercial breaks on :. Hipping: 6ast$forwarding a commercial
break while watching a programme recorded on a video.
260 Short rate
: Charges resulting from the recalculation of an advertiserNs rate
after failing to fulfill contract stipulations.
270 Agenc! of -ecord: .n advertising agency# appointed by an
advertiser# with full authority to negotiate# contract and provide
insertion instructions to the media on the advertiserNs behalf.
2D0 Audience Duplication
: . measurement of the overlap of audience between different
media "external% between successive issues# or broadcasts of the
same medium "internal%.
3@0 ,atefold: &ouble or triple$size pages# generally in
magazines# that fold out into a large advertisement.
3/0 ,ross audience
: he audiences of all vehicles or media in a campaign#
combined. 4ome or much of the gross audience may actually
represent duplicated audience.
310 ,utter
: he inside page margins where a publication is bound. he
inside margins of two pages that face each other in a print
publication.
320 Milline rate: Osed to determine the cost effectiveness of
advertising in a newspaper> reached by multiplying the cost per
agate line by one million# then dividing by the circulation. .lso
referred to as Milline.
330 %pportunities To See ;%TS<: =4 is# the number of times
the publications;spots in the schedule are "potentially% seen by the
target audience. hus =pportunity to 4ee "=4% is a single
opportunity to view an adYused interchangeably with exposure
and impression.
340 -un-of-schedule: . stationNs option to place a commercial in
any time slot that they choose.
350 Share of voice: . competitive analysis of a productNs
advertising exposure within a specific category or market.
.nalyses commonly are based on the number of printed pages or
the total amount spent.
350 a : Share of Mind:
ar"eters try to $a1i$i'e the &o&ularity of their &roduct% so that the
brand co.e1ists !ith dee&er% $ore e$&irical categories of ob)ects.
=leene1% for e1a$&le% can distinguish itself as a ty&e of tissue. But%
because it has gained &o&ularity a$ongst consu$ers% it is frequently
used as a ter$ to identify any tissue% e#en if it is fro$ a co$&eting brand
8ne of the $ost successful fir$s to ha#e achie#ed &er#asi#e $ind share
is 4oo#er% !hose na$e has been synony$ous !ith #acuu$ cleaner for
se#eral decades. Si$ilarly% the ter$ NgooglingN% describing the act of
online searching% !as deri#ed fro$ the Internet search engine Google.
Po&ularity can be established to a greater or lesser degree de&ending on
&roduct and $ar"et.
For e1a$&le% it is co$$on to hear &eo&le refer to any soft drin" as a
Nco"eN% regardless of !hether it is actually &roduced by Coca.Cola or
not. The ter$ NcolaN !ould be a $ore accurate ter$.
360 Split run: esting two or more print advertisements by
running each only to a portion of the audience# usually in a single
issue.
370 Ap-front Bu!s: he purchasing of broadcast or print
advertising early in the buyings
3D0 -un-of-press or -un-of-paper ;-%P<: . newspaper
publisherNs option to place an ad anywhere in the publication that
they choose# as opposed to preferred position.
4@0 (nfomercial: . commercial that is similar in appearance to a
talk show# news program# or other non$advertising program
content. ,nfomercials are the broadcast e-uivalent to an
advertorial.
4/0 (nsertion %rder: .n agency or advertiserNs authorization for a
publisher to run a specific ad in a specific print publication on a
certain date at a specified price.
410 Pass-along -eaders: . reader that becomes familiar with a
publication without purchasing that publication. hese readers are
taken into account when calculating the publicationNs readership#
or total number of readers.
420 Preferred Position: . position in a printed publication that is
thought to attract most reader attention and is sold at a higher
rate. "9.g. he back cover of a magazine.%
430 -un-of-press or -un-of-paper ;-%P<: . newspaper
publisherNs option to place an ad anywhere in the publication that
they choose# as opposed to preferred position.
440 Spread: "?% . pair of facing pages in a periodical> or "8% an
advertisement printed across two such pages.
450 Tear Sheets: . page cut from a magazine or newspaper that
is sent to the advertiser as proof of the ad insertion. .lso used to
check color reproduction of advertisements.
01. Ma+e ,oods $ .d!ustments made by a publisher to an
advertiser to make up for a shortfall in contracted ad impressions
or errors.
470 -ide-Along: -ide-Alongs ;-A)s<B similar to +ackage ,nsert
+rograms# ride in tandem with outgoing mail packages> however#
they are not necessarily with purchased goods. .dvertisers still
receive the benefit of a name list mailing and high opening rate#
while delivering their message to targeted consumers. 5.2s are
essentially various communications sent by a company with which
the recipient has a pre$existing relationship. hese mailings have
special offers from the sponsoring company. 7y advertising in
5.2s# marketers can reach consumers based on similar
demographics or common interests.
4D0 (ndian readership surve!: ,t is the largest media survey
database source for demographics# media habits and product;
brand usage. ,54 was created in ?<<0 by media 5esearch Osers
Council "M5OC% ./& =5G Marg. M5OC is a non$profit body of
advertising media and
5@0 Split run0 esting two or more print advertisements by
running each
only to a portion of the audience# usually in a single issue.
5/0 Share of audience0 he percentage of sets$in$use "and thus
of *O
or of *O5% that are tuned to a particular station# network# or pro$
gram .
510 Share of voice ;S%V<0 he proportion of advertising
expenditures that are made for a brand versus competitive
brands. ,t3s a competitive analysis of a productNs advertising
exposure within a specific category or market.
.nalyses commonly are based on the number of printed pages or
the total amount spent.
520 -un of paper ;-%P<0 .dvertising that is positioned anywhere
in a pub$
lication# with no choice of a specific place for the advertisement
to appear.
530 -un of schedule ;-%S<0 7roadcast commercial
announcements that can
be scheduled at the stationNs discretion anytime> in some cases#
the advertiser can specify or re-uest certain time periods> for ex$
ample# 5=4 ?E:EE a.m. $ A:EE p.m. Monday $ 6riday.
540 %pen rate: he maximum rate charged by a magazine.
550 -oad bloc+
: Method of scheduling broadcast commercials to obtain
maximum reach by simultaneously showing the identical
advertisement on several different channels.
560 %n sale date: he date when Magazine hits the stand which
is different from cover date.
570 Duplication: he estimated number of people who read two
or more given publications. . duplication table measures the
crossover of readership
5D0 %pportunities To See ;%TS<: =4 is# the number of times
the publications;spots in the schedule are "potentially% seen by the
target audience.
hus =pportunity to 4ee "=4% is a single opportunity to view an
adYused interchangeably with exposure and impression
6@0 Short rate: Charges resulting from the recalculation of an
advertiserNs rate after failing to fulfill contract stipulations.
6/0 ,utter: he inside page margins where a publication is
bound. he inside margins of two pages that face each other in a
print publication.
610 Stripping: . : scheduling format where programmes are
broadcast on the same regular time slot throughout the week.
620 Pulse: pulse is a period of intense advertising activity. he
pulses can occur at the start while launching a new product.
here can a promotional pulse of one shot# e.g.# financial
advertising of a company3s issue
4o to solve Media plan case stud$
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aboard brand ne! Boeing CCC.>33 MR. The tic"et is &riced at 5% 53%333
&er seat. The schedule !ill last t!o $onths. The ad#ertise$ents are in
colour. The budget for the &rint ca$&aign is three crore +A3333333,.
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The Ti$es
of India
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The
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SO56T7O8:
De$ogra&hic Profile(
5ge( A5 to 5;
Gender( @F
9ducation( Graduate and abo#e
8ccu&ation(
a. Cor&orate $anagers both &ri#ate and &ublic sectors
b. 9ntre&reneurs
c. Traders
Inco$e( Rs 53%333 and abo#e
Psychogra&hic &rofile(
a. Frequent tra#ellers
b. Those !ho are al!ays under ti$e &ressure.
c. Those !ho !ant to co$bine business !ith &leasure
9DI5 PM50
-ehicles CP Si'e 0o of
Insertions 5$ount
Reasons for #ehicle
selection @ non
selection
The Times
of 7ndia
3.53 B 2A25>333 De$ogra&hics and
Psychogra&hic of the
&roduct and #ehicle
is a &erfect. CP IS
M8J% Reach is #ery
high and #ery
&restigious
The
4industan
Ti$es
3.5> 0il To a#oid du&lication
The 4indu 3.AC 0il Geogra&hic
selecti#ity. Its
&ublish in south
The Deccan
Chronicle
3.;5 0il Geogra&hic
selecti#ity. Its
&ublish in south
The
9cono$ic
>.53 5 22D33333 De$ogra&hics and
Psychogra&hic of the
Ti$es &roduct and #ehicle
is a &erfect $atch.
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it is the $ost
&restigious for the
Target grou&.
id.day 3.BA 0il Prestige of the
&roduct does not
$atch !ith the
&restige of the
#ehicle
Daini"
Pagran
3.2B 0il Geogra&hic
selecti#ity. Its
&ublish in 0orth
Daini"
Bhas"ar
3.2B 0il Geogra&hic
selecti#ity. Publish
fro$ Central and
Jestern India% 0ot
a#ailable in u$bai
0a#bharat
ti$es
3.>5 A 2D33333 For cor&orate
$anagers and
entre&reneurs fro$
/P and Bihar. 5lso
to get $a1i$u$
discount fro$ T8I
grou& as a
co$bination rates for
T8I% 9C8 Ti$es and
0a#bharat Ti$es
India Today 235.AD A 2;D3333 ost &restigious
Business $aga'ine
for TG% Mo! CP%
8utloo" 2C3.;C 0il To a#oid du&lication
also CP is #ery
high
Chitrale"ha
+Gu)arati,
2AD A 52C533 Chitrale"ha is #ery
&o&ular a$ongst
Gu)arati Traders and
9ntre&reneurs in
u$bai.
The Jee" >>5.5; 0il 4igh CP to a#oid
du&lication !ith
India Today. The
$aga'ine is &o&ular
in south
Reader7s
Digest
52.C3 0il The &restige of the
&roduct does not
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8utloo"
Tra#eller
3.C< A CD3333 Mo! CP and
De$ogra&hics and
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&roduct and #ehicle
is a &erfect $atch.
India Today
+4I0DI, J
A5.23 0il 4indi s&ea"ing
readers not the
&ri$ary target
Sarita
+4indi, J
A5.C; 0il Geogra&hic
selecti#ity and also
the #ehicle is
targeting house
!i#es% not $atching
!ith the TG of the
&roduct
Grihshobha
+4indi,
<<.CA 0il Geogra&hic
selecti#ity and also
the #ehicle is
targeting house
!i#es% not $atching
!ith the TG of the
&roduct
Total A33>;533
Date of Insertions
2st Jee" >
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Jee" A
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Jee" B
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Jee"
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