Selecting Advertising Media.
Presented To:Ms. Sobia Shujaat.
GROUP MEMBER’S
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.
• MISSION-MISSION- ObjectivesObjectives
• MONEY-MONEY- To pay for the CampaignTo pay for the Campaign
• MESSAGE- MESSAGE- To be Delivered To be Delivered
• MEDIA-MEDIA- Selection of advertising MediaSelection of advertising Media
• MEASURE-MEASURE- Measuring the impactMeasuring the impact
5 Ms of Advertising
Step 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
Step 3. Selecting Specific Media VehiclesSpecific Media Within a Given Type, i.e. Magazines.
Must Balance Media Cost Against Media Factors:Audience Quality & Attention, Editorial Quality
Media Decisions
Step 4. Selecting Media Timing Scheduling of Advertising Over the Course of a Year
Pattern of Ads: Continuity or Pulsing
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 particular media schedule at
least once during a specified time period) 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) I
• 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 & Disadvantages
NewspapersNewspapers
MagazinesMagazines
RadioRadio
TelevisionTelevision
OutdoorOutdoor
InternetInternet
Alternative MediaAlternative Media
Major Types Major Types ofof
AdvertisingAdvertisingMediaMedia
Major Types Major Types ofof
AdvertisingAdvertisingMediaMedia
Newspapers
• Short lifespan• Low pass-along rate• Color capabilities• Selectivity of narrow markets
AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages
● High coverage Low cost Short lead time for
placing ads Ads can placed in
interest sections Timely (current ads) Reader controls
exposure
Magazines
• Image reproduction• Long life• High geographic and
demographic selectivity• High quality reproduction
• Waste circulation• Visual only
AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages
Radio
• No visual treatment• Short life span• Highly fragmented audience
AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages
Local coverage Low cost High frequency Flexible Low production costs Well-segmented
audiences
Television
• Mass coverage• Low cost per
customer• Demographic selectivity• High color
capabilities
• High execution cost• Skepticism• Technology• High Clutter
AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages
Out door-Bill boards
• Repeatedly seen• 24/7 coverage• Target particular area• Local media• May encourage
impulse buying if close to shops
• Message 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
AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages
Internet Advertising
• 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
AdvantagesAdvantagesAdvantagesAdvantages DisadvantagesDisadvantagesDisadvantagesDisadvantages
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 ADVERTISING
For example Bonanza, Oxford only advertise in Winter season. Following seasonal advertising pattern.
Be The Same All Year
Like Colgate toothpaste advertise same all the year.
Pattern of Advertisement
• Continuity: Refers to scheduling as evenly within a given period.
• Flighting: Refers to scheduling intermittent periods of advertising & no advertising.
• Pulsing: Refers to scheduling as unevenly over a given time period.
Continuity
Flighting
Pulsing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Example of Pulsing
Fast-food companies such as McDonald’s 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 don’t know which half”. (Lord leverhulm) founder of Unilever.
THANK YOU.