Selecting Advertising Media.
Presented To: Ms. Sobia Shujaat.GROUP MEMBERS Aziza Faryal Jawad Raza Sayeed Fahad Akhlaq Fatima Yasin Areeb Malick Asma Hamdani Anam Alam
ADVERTISING Any paid form of non personal communication that is transmitted to consumer through such mass media as television, radio, news paper, magazine, direct mail, and out door displays.
5 Ms of Advertising MISSION- Objectives MONEY- To pay for the Campaign MESSAGE- To be Delivered MEDIA- Selection of advertising Media MEASURE- Measuring the impact
Media DecisionsStep 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media TypesMedia Habits of Target Consumers, Nature of the Product, Types of Message, Cost
Specific Media Within a Given Type, i.e. Magazines. Must Balance Media Cost Against Media Factors:Audience Quality & Attention, Editorial Quality
Step 3. Selecting Specific Media Vehicles
Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing
Step 4. Selecting Media Timing
Deciding on the Media & Measuring Effectiveness Deciding on reach, frequency and impact Media selection (finding the most cost-effective media to deliver desired number & type of exposures to the target audience)
The effect of exposure on audience awareness depends on Reach (number of different persons or households exposed to a R Frequency (number of times within the specified time period that an average person or household is exposed to the message) F Impact (Qualitative value of an exposure through a given medium) Iparticular media schedule at least once during a specified time period)
The relation between reach, frequency and impact is captured in two concepts Total number of exposures (E) E=R*F, this measure is refereed as Gross Rating Point GRP Weighted number of exposures (WE) WE=R*F*I
Choosing Among Major Media Types One of the most important decisions when developing an advertising strategy. The media selected must be capable of accomplishing the communications objectives of informing, persuading, and reminding potential customers of the product or idea being advertised.
Media Types Advantages & DisadvantagesNewspapers Newspapers Magazines Magazines Radio Radio Television Television
Major Types Major Types of of Advertising Advertising Media Media
Outdoor Outdoor Internet Internet Alternative Media Alternative Media
NewspapersAdvantages Advantages High
coverage Low cost Short lead time for placing ads Ads can placed in interest sections Timely (current ads) Reader controls exposure
Short lifespan Low pass-along rate Color capabilities Selectivity of narrow markets
MagazinesAdvantages Advantages Disadvantages Disadvantages
Image reproduction Waste circulation Long life Visual only High geographic and demographic selectivity High quality reproduction
RadioAdvantages Advantages Disadvantages Disadvantages
Local coverage Low cost High frequency Flexible Low production costs Well-segmented audiences
No visual treatment Short life span Highly fragmented audience
TelevisionAdvantages Advantages Disadvantages Disadvantages
Mass coverage Low cost per customer Demographic selectivity High color capabilities
High execution cost Skepticism Technology High Clutter
Out door-Bill boardsAdvantages Advantages Disadvantages DisadvantagesMessage must be simple and short Can not target socioeconomic groups Rarely attract full attention Short lived May be seen as traffic hazard Difficult to measure effectiveness
Repeatedly seen 24/7 coverage Target particular area Local media May encourage impulse buying if close to shops
Internet AdvertisingAdvantages Advantages Disadvantages Disadvantages
Cheap Easy to set up Easily updated Number of hits can be monitored-useful measure of effectiveness
Problems of connecting Limited audience Technical problems Banner adverts not very effective
Selecting Media Vehicles MEDIA VEHICLE:Specific media within general media type. T.V Vehicle: ARY, GEO,TV ONE. Magazine Vehicle: Herald, Mag, TimeEtc.
Cost per thousand (CPM) CPM =(Cost of adv.space) X 1000 Circulation
For example.K&N,S Introduced TENDER POPS and advertise a full page color ad in Herald .If Costs 70,000 & Herald's
readership is 100,000 people, the cost of reaching each group of 1000 per month is 700 rupees.
Consider cost of producing.
Media Impact Factors. Audience Quality.For a ONE TOUCH Glucose meter For example, Herald magazine would have a high exposure value, Humsay would have a low exposure value.
Audience Attention.Readers for Vogue, For example, typically pay more attention to ads than do Humsay readers.
Editorial Quality.TIME and HERALD are more believable and prestigious than any local magazine.
Deciding on Media Timing And Schedule Seasonal Pattern. Be The Same All Year.
SEASONAL ADVERTISINGFor example Bonanza, Oxford only advertise in Winter season. Following seasonal advertising pattern.
Be The Same All YearLike Colgate toothpaste advertise same all the year.
Pattern of Advertisement Continuity: Refers to scheduling asevenly within a given period.
Flighting: Refers to schedulingintermittent periods of advertising & no advertising.
Pulsing: Refers to scheduling asunevenly over a given time period.
Continuity Flighting Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Example of PulsingFast-food companies such as McDonalds And KFC use pulsing patterns.
A word of caution Even good advertising can not overcome problems caused by Poor product Inefficient service Uncompetitive pricing
Half of all advertising is wasted- the problem is we dont know which half. (Lord leverhulm) founder of Unilever.