Some media selection issues

There needs an answer to

Questions like

Which medias to use?

How to use?
When to Use?
Where to use?
THIS IS ANSWERED IN MEDIA
OBJECTIVE
Ie; A media objective may
answer Qns like
What audiences to reach?
When and Where to deliver
messages?
What is the geographic area?
How often to reach?
 For ex:
If Ad: objective can be stated as

To build awareness by 60% from the present

10% in six months period among target
audience
media objective could be put as
“to reach 60% of the target audience in
six month period”
 From this we know that
The objective got two main
components as
1.Audience objectives:
Type of people
demographic, psychographic
aspects
2. Message distribution
objectives : what reach and
frequency
 Factors in deciding media mix
1. Degree of interest in specific media type
.so match media mix with target
2.match media type with the
objectives
ie, reach or frequency
3.media type used by the competitor
avoid it
4.nature of the product
demonstrable :tv
explainable: mags
prestige :tv ,speciality mags
 Terminologies
Media Vehicle: is the Mode by
which the Message is
Transmitted
Reach/coverage:Audience
exposed to a media vehicle
at least once in a given period
Frequency: refers to the no:
of time one member of
audience is exposed to the
message
 Media comparison
• MAGS(Advntgs • TELEVISION
compared to TV) (Advntgs compared
to mags )
• High READER • DEMONSTRABILITY
INVOLVEMENT(to • IMPACT
know more) • ATTENTION
• TIME PERMANENCE GRABBING ABILITY
And better • COVERAGE
frequency • CREATIVE
• RELAXED READING FLEXIBILITY(COMP
• LESS CLUTTER ARATIVELY)
• BOTH MORE OR LESS SAME

• SELECTIVITY(DEMOGRAPHIC
/GEOGRAPHIC)
• REPRODUCTION QUALITY
• PRESTIGE VALUE
• BELIEVABILITY
• OUTDOOR • TELEVISION

• GEOGRAPHIC FLEXIBILITY CREATIVE OPPORTUNITY

• DEFINITE VIEWING(ATTN) HIGH
• COST CONTROL DEMONSTRABILITY
FLEXIBILITY DEMOGRAPHIC SELECTIVITY
• TOTAL COST very LOW IMPACT ENSURED BY LIFE
• HIGH FREQUENCY LIKE EXPERIENCE
ATTAINED FOR LOW COST PRESTIGE
• IMPACT ENSURED BY
COLOUR ,SIZE
• COMMON CHARACTERISTICS

• COVERAGE
• OUTDOOR • PRINT(GENERAL)

• AUDIENCE • RELAXED EXPOSURE

DELIVERY(DEFINITE VIEW) • READER INVOLVEMENT
• FREQUENCY MORE • HIGH AD CONTENT
• HIGH GEOGRAPHIC POSSIBLE
FLEXIBILITY • BELIEVABILITY
• COST EFFICIENCY
• SIZE FLEXIBILITY
• COMMON
• LANGUAGE SELECTIVITY
• TELEVISION • RADIO

• CREATIVE FLEXIBILITY --LOW COST,COST PER

• DEMONSTRABILITY MILLION Lower than TV
• PRESTIGE VALUE --THRO REPETITION
• HIGH IMPACT FREQUENCY
ATTAINABLE WITH LOW
COST

--GOOD FOR PRODUCTS

NEEDING LOCALISED
COVERAGE.
• COMMON

• ATTN GRABBING
• FOR TV, ZAPPING MAY PREVENT IT
WHILE
• FOR RADIO ,SPLIT
CONCENTRATION DUE TOSOME
OTHER WORK ENGAGEMENT
PREVENTS ATTN.

COVERAGE
LANGUAGE SELECTIVITY.
• NEWS PAPER • TELEVISION
• READER INVOLVEMENT • HIGH CREATIVE
• READING TIME FLEXIBILITY FLEXIBILITY
• COST /MILLION • IMPACT
• DEMONSTRABILITY
• QUICK ATTN
• BETTER DEMOGRAPHIC
SELECTIVITY
• PRESTIGE VALUE
 COMMON

• COVERAGE/REACH
• LANGUAGE SELECTIVITY
• BELIEVABILITY HIGH ON BOTH
• FOR N P IT S BECAUSE OF EDITORIAL STRENGTH
• FOR TV BCSE OF TRUE TO LIFE DEPICTION
• NEWS PAPER • MAGS

• PENETRATION AMNG ALL DEMOGRAPHIC SELECTIVITY

TYPES REPRODUCTION QUALITY
• LANGUAGE SELECTIVITY CREATIVE FLEXIBILITY
• TIME FLEXIBILITY BLEED PAGES
INSERTS
• COST PER MILLION LOW
GATE FOLDS
MORE PERMANENCE
READER INVOLVEMENT
COMPARATIVELY HIGHER
PRESTIGE
• COMMON

• BELIEVABILITY
• TELEVISION • GENERAL PRINT

IMPACT • READER
DEMONTRABILITY INVOLVEMENT
CREATIVE
FLEXIBILITY
 Scheduling
is the calendar of advtsg plan
It tries to find out the correct timing of insertions
ways of scheduling are
1.continuous:is a continuous pattern of
advrtsng which may be every week ,every day
etc
ie, there is no non advrtsg period
2.flighting:intermittent periods of advrtsg.
Some heavier some none.
3.pulsing:a combinatin of both.
Ie continuity is maintained at at alevel with
bursts of promotion efforts at intervals.