Chapter

15
 Media
 Media Hierarchy
 Print
 Television
 Radio
 Cinema
 Outdoor
 Ambient Media
 Internet
 A medium is a single form of communication
(television, billboards, online media). Combining
media (using TV, radio, and magazines) is a
media mix. A media vehicle is a single
programme, magazine, or radio station.
 Media as the very meaning implies is nothing
but a medium or a channel for carrying the
intended advertising message to the target
audience. The media plan identifies and details
the media schedule that is to be used.
 Name of media All India Urban
Print 25% 46%
Terrestrial television 53% 80%
Cable and satellite 20% 46%
television
Radio 22% 25%
Cinema 7% 11%
Internet 1% 3%

Source: http://en.wikipedia.org/wiki/Mass_media_in_India
The media hierarchy includes five types of
media factors
◦ Media Category or Type
◦ Media class
◦ Media vehicles
◦ Media option
◦ Scheduling and timing
 Media Category or Type: Audio-visual
 Media class: Television, radio and cinema
 Media vehicles: Specific programme like WWE
wrestling in TEN Sports or Kyunki Saas Bhi kabhi
Bahu Thi in Star World or Big Fight in NDTV 24X7.
 Media option: Length of ad – slot of 10, 30 or
60 seconds.
 Scheduling and timing: Britannia 50-50 ads to be
shown for each 3rd umpire decision in a limited-over
cricket match.
Newspapers
 There are several major publishing groups in
India, the most prominent among them being
the Times of India Group, the Indian Express
Group, the Hindustan Times Group, The Hindu
group, the Anandabazar Patrika Group, the
Eenadu Group, the Malayala Manorama Group,
the Mathrubhumi group, the Sahara group, the
Bhaskar group, and the Dainik Jagran group.
 India has more than forty domestic news
agencies. The Express News Service, the Press
Trust of India (PTI), and the United News of India
(UNI) are among the major news agencies. PTI is
a non-profit cooperative of the Indian
newspapers, which was formed after it took over
the operations of the Associated Press of India
and the Indian operations of Reuters soon after
independence on August 27, 1947. UNI began its
operations on March 21, 1961, though it was
registered as a company in 1959.
 National daily papers in English
 Regional dailies
 Afternooners
 Evening News Paper
 Business Dailies
 Normally the ads are 2 types viz.
◦ Classified like tenders, appointments or various
information expressed only in texts
◦ Display where visuals are used

 Advertorial is a special type of ad where the ad

message is written in the form of editorials

 The ads are placed in various positions except

on the editorial page and the page adjacent to it
◦  Solus
◦ Ear Panel
 Newspaper is common reading material across
all and ensures a very large coverage.
 Advertiser can choose national or regional
newspapers according to their need for coverage
budget as well.
 Proper position of advertisement matching with
the proper editorial is possible.
 There are wide options available in newspaper in
terms of size and locations.
 Advertisements are accepted on a daily basis
and announcements and daily events can be
advertised best here.
 Since newspaper is a mass media read by a
wide section of society, it is not useful for
specific targeting.
 The print quality on the newsprint is poor and
hence the advertisement reproduction is bad
which results in ineffective impact on the target
audience.
 There is a problem of clutter in newspaper as it
carries many advertisements with more than
one in each page.
 Pan-national magazines (Time)
 General consumer magazines (Outlook, India Today)
 Specialist consumer magazines (Motoring, Photography)
 Technical magazines (PC Quest, Chip)
 Business magazine (Business World, The Brand
Reporter)
 Lifestyle magazines (Cosmopolitan)
 Gender-specific magazines (Women’s Era, Femina)
 Free distribution magazines (Curiosity)
 Special interest magazines (Stardust, Filmfare, Mad)
 Others

◦ Trade journals (Retail Bizz)

◦ Directories (Tata Yellow Pages)

◦ Innovative ones (backside of retail

payment slip)
 Audience can be selected as per the demographic
and psychographic characteristics suited for the
product under consideration.
 Magazines have global, national and regional
circulation and hence the advertiser can make the
choice of geographical coverage through
advertising in the required type of magazine.
 The magazine having more life retains the
advertisement with the reader for a longer period.
 Magazines have various kinds of paper quality and
hence as per the budget various quality of
advertisement can be reproduced on the magazine
pages.
 Various locations and positions are available in the
magazines for taking out the advertisement.
 The advertisement needs to be submitted much
earlier as the magazine production is planned.
Moreover once the plan is done it is very difficult
to change the content of the advertisement.
 Since the per unit cost of magazine is higher than
the newspaper so the reach of the magazine is
limited.
 Advertisements are very bright in colour and
texture in magazines but there is no sound and
visual effect.
 Broad acceptance  Complex advertising
and preference  Press offers
 Special interest flexibility in the form
readers of topical issues,
 Loyalty spilt runs, display
 High believability and classified
 Relationship sections
 Timeliness
 Advertising content
is not easy to ignore
 Readers can dwell
on relevant and
 Good local market
interesting coverage
advertisements
 Poor reproduction quality
 The life span of newspaper is very small i.e.
24 hrs.
 The newspaper is not selective in terms of
demographics and lifestyle characteristics.
 Press media also has a clutter of
advertisements
This medium consists of various forms like
terrestrial, satellite and cable. Television
was introduced in India on September 15,
1959 as a pilot project in Delhi.
 The creative potential for the fusion of sight, sound
and motion through pictures, symbols, movement,
colour, text, music, effects and dialogue ensures
advertising has a high impact on viewers
 It gives access to vast audiences, and can raise
awareness very quickly
 It gives opportunities to match advertising
messages to likely audiences for programmes.
 It offers selectivity through regional coverage,
broadcast time and programme content, thus
catering to the selected target audience as per
requirement
 It appeals to the senses
 Models day after day become familiar and part
of the family and hence whatever they say are
more convincing
 It is very convenient and effective to
demonstrate the product in the television
 High attention is possible due to the
combination of sound and visuals
 It is a very powerful media in building up the
image of the product
 It is an expensive media of advertising
compared to the Press media
 Advertisers might need to deliver the
message to a selected group of audience,
which is very narrow
 The advertisement on TV is short lived as
the commercials last for 30 seconds or less
 Like the other media there is a huge clutter
of advertisement on television
 The attention paid by viewers is limited because
of increase in number of commercials, channel
zapping i.e. changing channels to avoid
commercials, zipping i.e. fast forwarding through
commercials if watching a prerecorded movie.
 It takes longer time compared to the print media
to produce the commercials and sponsored
programmes.
 Generally it is difficult to carry the television set
along with you.
 Television commercials have to abide by the
broadcast code strictly
 Some characteristics of commercial radio in
India
◦ On its medium wave channels, it offers local
coverage
◦ It offers scope for daily messages
◦ Since it is broadcast throughout the day,
messages can be repeated
◦ It reaches the masses because for its low cost
◦ It is only audio and not visual
◦ Commercial time is limited
 Advertising is perceived to be less intrusive on
radio than on television
 It provides more opportunities for frequent
repetition of messages
 Radio stations create and record radio
advertisements for local businesses
 National campaigns can be bought on local
stations through sales houses
 Spread of radios all across rural areas paves the
way for mass use
 High geographic and demographic selectivity
 The cost of radio ad is relatively low
 The most important limitation of the radio is the
lack of visuals because of which the product cannot
be shown or demonstrated
 The large number of radio stations fragments the
audience because of which the number of audience
per station reduces
 Research data on radio is limited compared to
television, newspaper etc
 The switching of stations is very high in radio and it
is difficult to hold or retain the attention of the
audience
 Like other media, the clutter of advertisement is
again very high here
 The unrivalled creative potential for the fusion of
pictures, symbols, movement, colour, text, music,
effects and dialogue, greater even than that offered by
television
 Television campaigns can be run simultaneously in the
cinema with no extra production costs
 It gives access to a large audience especially among
younger generations
 It provides opportunities to match advertising
messages to a certain feature films, which help to
target a well-defined audience
 It may allow inclusion of some adult contents into
advertising than would not be permitted on television
 The recall of the messages shown in movie is very
high
 In-film placement and brand association
with movies is a big business in Hollywood
in tune of $450-billion. Tom Hanks-Meg
Ryan starred You Have Got Mail made $ 6
million from AOL whereas BMW with its
association with James Bond flick Die
Another Day made $120 million.
 Raj Kapoor was perhaps the first Bollywood
producer to bring in the concept of brand
association in films with his 1970 hit Bobby.
The film had launched Rajdoot DTS
motorbike from Escorts.
 American beer company Stroh's paid Rs 15 lakh to the
producers of Dilwale Dulhania Le Jayenge for a 15-
second scene in which Shah Rukh Khan mentions the
brand name while downing a canned Stroh's.

 Coca-Cola spent Rs 1 crore on sponsoring Subhash

Ghai's film Taal, in which the brand name figures
prominently in a scene. In fact, Taal recovered its
entire production cost even before its release thanks
to corporate sponsorships in the form of surrogate
advertisements. Apart from Coke, brands like Kenstar,
BPL and the Manikchand group shelled out Rs 50 lakh
each to pay for advertising that seemed embedded in
the movie's storyline.
 Subhas Ghai’s film Yaddein synergistically
promoted the brand like Pass Pass, Coca Cola
and Hero cycles through the in-film
merchandizing.

 In the film Viruddh directed by Mahesh

Manjarekar, several brands like Western Union
Money Transfer, ELF oil, Club HP, ICICI
Insurance and Nerolac paints advertised.
 Billboards / Hoardings
 Street Furniture: Bus
queue shelters, phone
kiosks, and newsstands.
 Transit/Airport/Malls/
Buses (sides and
exterior), railings, street
furniture/gantries,
flyovers, Public utilities,
trains, station platforms,
commuter rail cards,
underground, airports,
malls, trucks, taxi tops,
mobile van with
illuminated ad and
more.
 Spectaculars and Walls
 Posters, banners,
handbills
 Neon signs and other
illuminations
 Fairs and exhibitions
 Amusement parks, dance
drama and puppet shows
 Loud speaker
announcements
 Town crier
 New technologies like
Video walls, LED displays,
moving vinyls, mobile
signages and remote
access hoardings using
broadband networks.
 Today, the Out-of-Home (OOH) market is estimated to be
at Rs. 600-700 crores and it accounts for approximately
6.0% of the total ad spends in India.
 

 The strategies that the Indian outdoor companies are

employing are:
◦ Expansion of the network of out-of-home media sites
◦ Explore opportunities to lease sites on a long-term basis
◦ Introduce innovative technology and processes
 Brevity  Full-time Audience
 Strategic  Directional

Placement  Concentrated in

 Attention Grabbing Metros and Large

 Low Cost
Towns
 Moveable message
 Creative Flexibility
 Impact Medium
 High repeat
 Attracts Local
exposure Advertising
 Brevity
 Limited Availability
 Lack of Effective Measuring Tools
 Low Recall
 Fragmented Business
 Inflexible
 Obstruction by trees
 Environmental concern
 The benefits of poster and banner advertising
◦ It is a mass medium capable of making a rapid impact
◦ The frequency of impact upon passers-by builds a
cumulative effect
◦ Big and colourful poster­s create a startling impact
◦ Posters in train, bus and other public places can be aimed
for captive audience
◦ Posters can be located close to the points-of-sale;
examples are posters and banners of oil, lubricant or any
motor accessories near petrol pumps and car showrooms,
 The media choice for advertisers and their
agencies, that was once dominated by the
big five (television, press, posters, cinema
and radio), is now being supplemented by a
fledgling group of 'non-traditional out of
home' media, known collectively as ambient
media.
Environment Locations Ambient media vehicles
Retail Shopping centres; car parks; petrolTrolley advertising; ticket
pumps; supermarkets; fast food advertising; take-away lid
outlets advertising;
Leisure Cinemas; stadiums; pubs, clubs Postcard racks
and restaurants; fitness clubs,
music venues
Travel Train and buses/coaches (vehicles Posters on lorries, autos, buses
and stations); bus-stops; petrol andetc.; petrol pump nozzles; car park
service stations; airports, etc advertising; ticket advertising
Other Aerial and mobile media Sponsored balloons; sky-writing
Schools, universities and colleges; Posters; video screens; payroll
libraries advertising; bookmarks; litter bins
Community Playgrounds; emergency services Sponsorship opportunities
ATM
 Increased  Direct contact
interaction  Segmentation
 Rapid response  Direct response
 Reliability  Call to action
 Integration  Comparatively
 Urgency cost-effective
 Viral marketing  Simple graphics
 Pepsi and Coca-Cola: The fizzy drink giants have started the
move away from television advertising towards more targeted
SMS campaigns.
 Carlsberg. Free beer was the incentive in one of Carlsberg's
SMS campaigns.
 Cadbury: The confectionery giant promoted an SMS-based
competition on 65 million of its chocolate bars.
 Men's Health: The hugely popular men's magazine has
launched a text message diet service.
 McDonald's: The burger chain ran a year-long text
messaging campaign in a joint venture with mobile marketing
agency 12Snap. It still uses SMS as part of its activity.
 Heineken: Heineken has used SMS to send out sports scores
for events that it sponsors. It also used SMS in China to market
its SuperClub dance parties, where winners of a drawing were
informed via SMS.
 Cosmopolitan: Cosmopolitan offers its readers SMS alerts on
how to improve their sex lives.
 According to Leckenby and Li, The Internet
provides the means for “interaction”
between buyers and sellers to such a
degree that some have suggested this is
the defining characteristic of the Internet
This interaction can be “human-machine,”
“machine-machine,” and “human-
message,” among others.
Source: IAB
 Rich media is a generic term for a variety of
highly interactive, visually influential
Internet display advertising formats. With
vector-based graphics, streaming audio and
video, and Java-powered interactivity, rich
media ads deliver enhanced impact and
result in improved user response
 Types of ads Ad sizes (in pixels)
Rectangular/pop-up ads
Medium Rectangle 300 by 250
Square Pop-Up 250 by 250
Vertical Rectangle 240 by 400
Large Rectangle 336 by 280
Rectangle 180 by 150
3:1 Rectangle 300 by 100
Pop-Under 720 by 300
Banner/button ads
Full Banner 468 by 60
Half Banner 234 by 60
Micro Bar 88 by 31
Button 1 120 by 90
Button 2 120 by 60
Vertical Banner 120 by 240
Square Button 125 by 125
Leaderboard 728 by 90
"Skyscraper" ads
Wide Skyscraper 160 by 600
Skyscraper 120 by 600
Half Page Ad 300 by 600
Interstitials
include pop-ups
and pop-unders,
where the
display of a
page of ads
occurs before
the requested
content.
 Similar in many ways to television
commercials, this highly effective form of
web-based advertising & promotion is meant
to drive traffic to a specific promotion or
marketing campaign that can exist online,
offline or both.
 To retain the viewer's attention, webmercials
are highly visual in nature and most times
contain a background music score or voice-
over.
 Guideline Recommendation
Placement The following placements may be available (publisher specific):
• Pre Roll = Before Content
• Mid Roll = During Content
• Post Roll = After Content
Content may include streaming video, animation and gaming in an interactive
environment
Panel Size Recommended minimum of 300 x 225
Panel Aspect Ratio 4:3 aspect ratio (e.g. 400x300) or 16:9 ratio (e.g. 720x480)
Encoded Bit Rate Recommended minimum of 200 Kbps
Commercial Length • Pre & Mid Roll = up to 30 seconds
• Post Roll = No Minimum or Maximum
Frequency Capping Since these are user-initiated content experiences, no capping
Content-to Commercial Ratio Publisher specific

Commercial Interactivity Available, publisher specific

Controls
Surrounding Advertising
• Host-initiated Play & Audio
• Start/Stop & Volume On/Off Controls Required
• Fast Forward disabled through ad play
Synchronized banners or text links may appear in close proximity to commercial.
IAB Standard ad sizes recommended (http://www.iab.net/standards/adunits.asp)

Source: http://www.iab.net/standards/broadband/downloads/Broadband_Ad_Creative_Guidelines.pdf
 The IAB has developed two compliance
programs for IAB members who subscribe to
the above standards. Self-attested
compliance can be achieved by both
publishers and rich media technology
providers
Compliant Applicable Definition
Participant

Publishers If an agency or advertiser provides creative executions following

the specifications as described in the overview above, my
company will accept these advertisements.

Technology My company’s ad serving system will support the serving of all

Providers ads conforming to specifications described in the overview
above and we will highlight or indicate those units, which are
IAB compliant.
 Definition
 Scope
 Location
 Panel Size
 Encoded Bit Rate
 Commercial Length Standards
 Frequency Controls And Capping Standards
 Interactivity of Broadband Video Commercials
 Controls and Control Actions
 Around Stream Standards for Interactive
Broadband Video Commercials
 Areas of Further Examination
 Floating ad
 Expanding ad
 Polite ad
 Wallpaper ad
 Trick banner
 Video ad
 Map ad
 Keyword advertising refers to any advertising
that is linked to specific words or phrases.
Common forms of keyword advertising are known
by many other terms including pay per click (PPC)
and cost per action (CPA). There are multiple
variations each starting with "pay per" or "cost
per" such as pay per action (PPA), pay per cost,
(PPC) cost per mille (CPM). Keyword advertising is
based on a principle of search engine
optimization, which states that the anchor text of
incoming hyperlinks to a site will cause search
engines to associate the site with that term and
improve the site's Search engine ranking for that
keyword.
 Google AdWords is the most well-known
form of Keyword Advertising..

 Other search engines offering Keyword

Advertising include Yahoo! Search
Marketing, Microsoft AdCenter, B2B ITAH
AdLinks, Looksmart, Miva (FindWhat and e-
Spotting are now part of Miva), Kanoodle
and many others.
Advergames
 Product placement in online games is another
example of ad-content integration, where interactive
technology is used to embed brand messages in an
entertaining fashion. The degree to which a brand is
integrated into a game varies.

Paid inclusion
 Paid inclusion is a search engine based marketing
product where the search engine company charges
fees related to inclusion of websites in their search
index. Paid inclusion products are provided by most
search engine companies, the most notable
exception being Google.
Contextual advertising
 Contextual advertising is the term applied to
advertisements appearing on websites or other media,
such as content displayed in mobile phones, where the
advertisements are selected and served by automated
systems based on the content displayed by the user. A
contextual ad system scans the text of a Web site for
keywords and returns ads to the Web page based on what
the user is viewing, either through ads placed on the page
or pop-up ads.

Adware
  Adware or advertising-supported software is any software
package that automatically plays, displays, or downloads
advertising material to a computer after the software is
installed on it or while the application is being used.
TopMoxie Cursor Mania Oemji Toolbar
123 Cydoor Xango Toolbar
Messenger Ebates Smiley Central
Bonzi Buddy MoneyMaker WeatherBug
BlockChecker ErrorSafe WhenU
ClipGenie Gator WinFixer
Comet Cursor Hotbar Tag A saurus
Crazy Girls Mirar Toolbar

Source: http://en.wikipedia.org/wiki/Adware
Sponsorship
 Online sponsorship involves placements of the sponsor’s
identify (corporate logo or brand name) in sponsored Web
sites to build good-will more than traffic to its site. Like
traditional sponsorship taking advantage of an event or
activity, online sponsorship benefits from the user's
visitation and positive dispositions toward sponsored Web
sites.

Affiliate marketing
 Affiliate marketing is a form of advertising where the
advertiser allows a potentially large number of small
publishers to pick specific creative elements or offers to
market in exchange for payment should such marketing
create sales or other revenue. This is usually accomplished
through a self-service online system, such as those offered
by third parties like Performics, Commission
Junction/BeFree, Linkshare or Motive Interactive
 High selectivity

 Interactive possibilities

 Relatively low cost

 Relatively new media with low number of
users

 Web banner adverts are restricted by high

cost and limited physical banner area.

 Ad filtering or ad blocking