Analysis of AD media & Media Strategies

Overview of major media: Ad industry terminology conventionally

distinguishes between advertising media and vehicles. Media are the general communication methods that carry advertising messages, that is, television, magazines, newspapers, and so on. Vehicles are the specific broadcast programs or print choices in which advertisements are placed. For example: magazines are medium and Business Today is vehicle.

Analysis of AD media & Media Strategies

Television, radio, newspaper, magazines, and out-of-

home advertising on billboards are the five major advertising media, within which the majority of advertising expenditures are placed. Each medium and each vehicle has a set of unique characteristics and virtues. Advertisers attempt to select those media and vehicles whose characteristics are most compatible with the advertised brand in reaching its target audience and conveying its intended message. For example: if the objective is to demonstrate product features, television is the best medium,

Analysis of AD media & Media Strategies

followed by magazines, newspapers, radio, and out

of-home advertising. Television is also particularly powerful in terms of its entertainment and excitement value and its ability to have an impact on the viewer. Magazines are strong in terms of elegance, beauty, prestige, and tradition. Newspapers offers newsworthiness and low prices. Radio, allows listeners imagination to play a part. Outdoor, ad is especially appropriate for package identification.

Analysis of AD media & Media Strategies

The overall value or worth of an advertising medium

depends on the advertisers specific needs in a particular situation and the overall budget available for advertising a brand. What medium is best depends entirely on the advertisers objectives, the creative needs, the competitive challenge, and budget availability. The best medium, or combination of media, is determined not by counting advantages and limitations but by conducting a careful examination of the advertised brands needs and resources.

Analysis of AD media & Media Strategies

Out-of-home advertising, or outdoor for short, is the

oldest form of advertising with origins dating back literally thousands of years. Although billboard advertising is the major aspect of out-of-home advertising, outdoor encompasses a variety of other delivery modes: ads on bus shelters, various forms of transit ads (including ads painted on buses and trucks), shopping-mall displays, Tshirts with brand logos, and so on. Outdoor advertising is regarded as a supplementary, rather than primary.

Analysis of AD media & Media Strategies

Although there are a variety of out-of-home

advertising vehicles, billboard advertising is the major outdoor medium. Advertising on billboards is designed with name recognition as the primary objective. The major forms of billboard advertising are poster and painted bulletins. Poster Panels: these billboards are what we regularly see alongside highways and in other heavily traveled locals. Posters are silk-screened or lithographed and then brought and pasted in sheets to the billboard.

Analysis of AD media & Media Strategies

Painted Bulletins: painted bulletins are hand

painted (technology has changed nowadays) directly on the billboard by artists hired by the billboard owner. These bulletins are generally repainted every several months to provide a fresh look. Advertisers typically purchase these large bulletins for a one-to-three-year period with the objective of achieving a consistent and relatively permanent presence in heavily traveled locations. Spectaculars: an extremely large outdoor display that incorporates special electrical or mechanical

Analysis of AD media & Media Strategies

Outdoor advertising strengths: Its broad reach and high frequency levels. It is

effective in reaching virtually all segments of the population. The number of exposures is especially high when signs are strategically located in heavytraffic areas. Another advantage is geographic flexibility. Low cost per thousand. It is least expensive advertising medium on a cost-per-thousand basis. Outdoor ad is literally bigger than life, product identification is substantial. The ability to use large

Analysis of AD media & Media Strategies

representations offers marketers excellent

opportunities for brand and package identification. Outdoor advertising also provides an excellent opportunity to reach consumers as a last reminder before purchasing. This explains why frequently purchased products and services (like soft drinks, beer, and restaurants) are the heaviest users of outdoor advertising. Advertisers in these categories hope to have their brands seen just prior to the consumers brand choice. Flexibility: endless colours, typeface, size, shapes can be varied

Analysis of AD media & Media Strategies

Limitations: A significant problem with outdoor advertising is

non selectivity. Short exposure time is another drawback. It is also difficult to measure outdoor advertisings audience. Environmental concerns. Message- frequent change required. Public criticism.

Analysis of AD media & Media Strategies

Newspapers have historically been the leading

advertising medium, but recently television (use of Internet also) surpassed newspapers as the medium that receives the greatest amount of advertising expenditures. This is partially attributed to the fact that newspaper readership has been on a constant cycle of decline for a number of years. But newspapers also enjoy a reputation for credibility that creates a positive advertising environment.

Analysis of AD media & Media Strategies

Pros: Newspapers appeal primarily to an upscale audience,

especially those adults 35 and older. It is extremely flexible with opportunities for color, large and small space ads, timely insertion schedules, coupons, and some selectivity through special sections and targeted editions. With coupons & sophisticated tracking methodology, it is much easier to measure newspaper response rates than with most other media.

Analysis of AD media & Media Strategies

Cons: Most newspapers have about 60% advertising

content. This high ratio of advertising, combined with average reading time of less than 30mins, means few ads are read. Overall newspaper circulation has fallen far behind population & household growth. In many markets total newspaper penetration is below 30%. In addition, readership among a number of key demographics such as teens and young adults has not kept pace with population growth.

Analysis of AD media & Media Strategies

Newspaper advertising offers a number of

advantage to businesses from large organization to the smallest retailer. Flexibility of advertising formats and audience coverage. Newspapers are especially useful in reaching upscale households and opinion leaders along with all major demographic segments. N. offer advertisers a number of creative options including outstanding color reproduction and preprinted inserts.

Analysis of AD media & Media Strategies

Categories of newspaper advertising N. derives approximately 70% of their revenues from

advertising. All newspaper advertising is divided into two categories: CLASSIFIED advertising- is comprised of a variety of ads from a small notice announcing a yard sale to those for the largest automobile dealers and real estate firms. DISPLAY advertising-is all the non classified advertising in a newspaper. Classified Display

Analysis of AD media & Media Strategies

Strengths: People read newspaper for news, so they are in the

right mental frame to process advertisements. Mass audience coverage Flexibility-different types of ad can be placed in different relevant sections The ability to use detailed copy Timeliness

Analysis of AD media & Media Strategies

Limitations: Clutter Not highly selective media

Occasional users of newspaper space pay higher rates

than regular users Offer a mediocre reproduction quality Buying difficulty Changing composition of newspaper readers.

Analysis of AD media & Media Strategies

Virtually all magazines are targeted to special

interests, business, demographics, or lifestyles of their readers. Today magazines are made for niche readers especially those in categories with special value to advertisers. Magazines have adopted internet technology to provide web versions of their publications as valueadded resources for both readers and advertisers.

Analysis of AD media & Media Strategies

Pros:

Creative flexibility available with magazines through

superior colours and good quality paper. The number & range of specialized magazines provide advertisers with an opportunity for narrowly targeted audiences. Magazines provide strong visuals to enhance brand awareness and they have the ability to deliver a memorable message to their niche audiences. Magazines are portable, they have a long life, and they are often passed along to several readers.

Analysis of AD media & Media Strategies

Cons: In recent years, magazine audience growth has not

kept up with increase in advertising rates. Magazines are among the most expensive media on a per prospect basis. Advertising clutter has become a concern of many magazine advertisers. Despite the obvious advantages of magazines specialization, it means that a single magazine rarely reaches the majority of a market segment. long lead time-need to book AD long time before of the publication.

Analysis of AD media & Media Strategies

Radio is nearly ubiquitous medium: most homes

have radios, virtually all cars have radio, some television models have radios, radios are free with most of the mobile phones. Radio can always be considered as strong potential advertising medium. Although radio has always been a favorite of local advertisers, it is only in recent years that regional and national advertisers have begun to appreciate radios advantages as an advertising medium.

Analysis of AD media & Media Strategies

Radio advertisers are interested in reaching target

customers at a reasonable expense while ensuring that the station is compatible with the advertisers brands image and its creative message strategy. A second consideration is the choice of geographic areas to cover. National advertisers buy time from stations whose audience coverage matches the advertisers geographic areas of interest. This means locating stations in preferred metropolitan statistical areas (MSAs) or in areas of dominant influence (ADIs)

Analysis of AD media & Media Strategies

A third consideration in buying radio time is the

choice of day part. Rate structures vary depending on the attractiveness of the day part and popularity of the slots.

Strengths:
An extensive variety of radio programming enables

advertisers to pick specific formats and stations to be optimally compatible with both the composition of their target audience & their creative message strategy.

Analysis of AD media & Media Strategies

Second major advantage is its ability to reach

prospective consumers on a personal and intimate level. Unlike local store merchants, radio announcers sometimes are extremely personable and convincing. Economy is a third advantage of radio advertising. In terms of target audience, radio advertising is considerably cheaper than other mass media. A very important advantage of radio advertising is its ability to transfer images from television advertising. The mental image which can evoked from television can be transferred into radio ad for sustainable effect

Analysis of AD media & Media Strategies

Limitations: Radio listeners frequently switch stations, especially

on their car radios, to avoid commercials. Second limitation is radio is the only major medium that is unable to employ visualization. The advertiser is unable to reach a diverse audience because each radio station and program has its own unique set of audience demographics & interests. Difficulty of buying radio time.

Analysis of AD media & Media Strategies

As an advertising medium, Television is uniquely

personal and demonstrative, yet it is also expensive and subject to considerable competitive clutter. Consumers consider television the most cluttered of all ad media. Advertising costs, audience characteristics, and programming appropriateness vary greatly at different times of the day and during different days of the week. The 3 major day parts are prime time, daytime, and fringe time.

Analysis of AD media & Media Strategies

Prime time: the period between 8 P.M. and 11 P.M.

(or between 7 P.M. and 10 P.M. in some parts of the country) is known as prime time. The best and most expensive programs are scheduled during this period. Audiences are large during prime time, and the networks naturally charge the highest rates for prime time advertising. Day time: the period that begins with the early morning news shows and extends to 4.30 P.M. is known as daytime. The programs are appealing to people who are mostly home makers, retire persons.

Analysis of AD media & Media Strategies

Fringe time: the period preceding and following

prime time is known as fringe time. Early fringe time starts with afternoon and is devoted primarily to children. Late fringe appeals primarily to young adults.
Cable advertising focus on narrow areas of viewing

interest, advertisers are able to reach more finely targeted audiences (in terms of demographics and psychographics).

Analysis of AD media & Media Strategies

Strengths:

Television possesses the unique capability to

demonstrate a product in use. Viewers can see and hear a product being used, identify with the products users, and imagine themselves using the product. Television advertisements engage ones senses and attraction attention, i,e it has intrusion value. Television ad is the combination of ability to provide entertainment and generate excitement. It has unique ability to reach consumers one on one.

Analysis of AD media & Media Strategies

Limitations: First, and perhaps most serious, is the rapidly

escalating advertising cost. Erosion of television viewing audience. Audience fractionalization. Research reveals that perhaps as high as one-third of a potential audience for TV commercials may be lost to zapping. Clutter.

Analysis of AD media & Media Strategies

Interactive ad media:

Interactive media allows an individual to seek

information ask questions and get answers without any human assistance . Interactive media at this time includesCD_ROM Virtual reality-interactive kiosks etc Internet, pop-up boxes, e-mails etc Streaming Media: multimedia content that can be accessed on Internet without being downloaded first

Analysis of AD media & Media Strategies

Alternative ad media: Several alternative or unconventional media options

are available to advertisers are identifies, like: Yellow page advertising Video ad/ DVD ad Product placement in movies, soap-operas Virtual signage-logos in various sports fields Ads in yellow pages, behind the aircrafts seats etc, back of tickets, gate passes, comic books etc Promotional Ring Tones on cell phones Ads through SMS

Analysis of AD media & Media Strategies

Media planning process:
Marketing strategy Advertising objective Ad budget Message strategy Media strategy

Target audience selection Objective specification Media & vehicle selection Media buying

Analysis of AD media & Media Strategies

Analysis of AD media & Media Strategies

Media Planning Strategies: While media strategy is being developed, the focus

of analysis is on the media and delivering the messages. The key questions at this stage are:

1.Who is the target audience for advertising? 2.What internal & external factors may influence

the media plan? 3.Where(geographic area) & When (timing) to focus the advertising efforts?

Analysis of AD media & Media Strategies

The situation analysis may reveal more than a few

target market and to decide which specific group to be addressed, the media planner need to work with the following people: a) Client b) Account Executive c) Marketing Department d) Creative Director At this stage several other data is also required like: Audience size, product users among adults (M&F), teens, heavy users, light users etc.

Analysis of AD media & Media Strategies

Few Decision Making Parameters: WHERE & WHEN to advertise?

Generally, sales volume are not uniform in all

markets and market potential also varies across markets. Where would it be wise to spend the advertising money? Obviously, those markets should be the priority areas that are most likely to meet the desired objectives.

Analysis of AD media & Media Strategies

Develop & Implement Media Strategies: a number of media alternatives and media vehicles

are available to advertisers. In certain instances it is possible that only one medium and vehicle may be used, this sometimes may be the case with small budget organizations. Large organizations usually use a number of media alternatives and vehicles. The goal could be full coverage of the market, however, in real situations the coverage of the media does not allow for this, some potentials are left without exposure always.

Analysis of AD media & Media Strategies

The media planners objective is to reach as many

members of the target audience as possible and at the same time minimize the extent of any waste coverage. This is something where perfection is almost impossible and the media planner has to live with tradeoffs. for advertising mass consumption products, mass media are generally very effective in reaching large numbers of target audience. In such situations there is bound to be some waste coverage.

Analysis of AD media & Media Strategies

So far, there is no known way to determine how

much reach is required to achieve desired levels of awareness, attitude change or purchase intentions. Also, there is no certainty that an ad placed in a particular media vehicle will actually reach the target audience. In advertising terminology, FRQUENCY refers to the average number of times audience individuals/households are exposed to a media in an advertising cycle, not necessarily to the advertisement itself.