The selection of media involves the selection of a particular source or vehicle of advertisement and its utilisation over a period of time. The media strategy may be determined, keeping in view these strategies. Media-wise collection of data of past expenditure. Visiting the cinema is seen as a social outing. The length of time media is momentary. There is a cost per thousand concept in every medium type but the basic unit varies, sometimes being cost per thousand homes or thousand viewers, sometimes being cost per thousand passersby, sometimes being cost per page per thousand copies sold. These are business gifts and means of publicity and patronage. Newspapers have been analysed under classification, advantages, and disadvantages, types of advertising, rate structure and exposure to customers. Commonly accepted standards of taste may also influence media choice. Difficulties in Selecting of Media Types: The media sell circulation or the opportunity to develop circulation. No purchasing and reading efforts are involved. There are many national newspapers, some state level newspapers and some local newspapers. The preferred media should be compatible with the advertising; message. This theory values continuity for longer periods. Proper selection of the media enables the advertiser to achieve the desired results. The amount of funds available for advertising should cover its cost. These are: The success of display advertising depends on the perfect understanding of: Coming to ‘showrooms’ and ‘show cases’, ‘showroom’ is a specially designed room or a room-cum-office, rented or owned, located in the prominent place of the sales territory used mainly for display, demonstration and after sale services. Media Plan, is the plan that details the usage of media in an advertising campaign including costs, running dates, markets, reach, frequency, rationales, and strategies. It may be multiple types–if so, you should put a % weight value on each and consider your budget and media selection accordingly. (iii) Frequency – The media should allow the adjustment of frequency of advertisement. The media vary in their efficiency as measured in cost per reaching a thousand viewers or readers or listeners. The media strategy is developed within the framework of the marketing strategy. Austin, TX 78738. The selection of a media is very important. Prize contests will help to build up the goodwill of the firm and may increase sales also. Image Guidelines 4. (iii) The Reliance a Manufacturer Should Place on a Particular Type of Medium: How much of his promotion effort should a food manufacturer place in magazines and how much on TV how much, if any, in outdoor or point of purchase? High involvement with the medium gets greater exposure. Market research can give valuable information in this regard. Based on these criteria, they rate as “most effective” those ads (brands) that are recalled by most people. Audience composition is used as the primary means of comparison between the media alternatives. So, if the advertiser wants to get the best results for the money spent and efforts made, he should consider the factors mentioned above while selecting the media. Advertising on TV is expensive. Found inside – Page 126of a medium requires media strategy , the use of the print media , television and radio media , and the advertising media and approaches to media selection ... The selection of media types to be used in an undertaking deserves, even demands, the very best thought and judgement of on the part of the top management. Every advertiser has good many media for his selection. That is, there is hardly any company that is happy with only one medium or media vehicle. The phrase ‘product-positioning’ signifies an effort to find a new segment of the market, a unique niche not tightly controlled by a competitor. The profitability of any one type varies from manufacturer to manufacturer even within a single product classification, and may vary from year to year for a single manufacturer. It is internal showmanship in the garb of storage. Often used in India by smaller advertisers who cannot afford the cost of print and television. It reaches only the desired prospects. They are best for coloured and attractive advertisements. Learn how to build your website, get found in search engines, do email marketing, write a blog, create online advertising and develop a following on social media. Periodical change in size and contents is also easy. The radio is not a good medium for these lines. (v) Creative Scope – Does the media allow a creative scope for the message or visual. It can attract attention of numerous people; it is good to remind prospects. Advertiser’s name, address, phone number, and a short sales message are imprinted on the item. However, there are some specific problems which are to be tackled for better results. In the beginning of the marketing of new products, the pull strategy is used. Demographic and psychographic data on product usage of customers should be generated by market research so as to decide the media vehicle for different age groups or different ethnics groups. In essence, this theory sacrifices continuity and builds-up coverage and frequency. Media schedule portrays the total audience coverage, the message frequency and the continuity of the message. It is the means to deliver the advertising message. The first one is the Wave Theory, according to which the advertiser purchases time and space in different media for a relative short time and moves out of these media in ‘waves’ in the hope that the impact of his advertising will carry over from the periods of heavy concentration to those of no advertising. Terms of Service 7. 2 ½ hours. Newspapers appeal to people in a particular locality; but magazines reach special types of people in all localities. "Advertising is necessary to establish a brand and to increase the sale of the products. Advertising is the dominant function of the marketing function. The main task of media planners is to select the most appropriate media channels that can effectively communicate the advertising message to a targeted audience. The purpose of media selection is to transmit the message of advertising to the target audience effectively and economically. It can provide detailed information about the product or service, creating lasting impression. In this context, newspapers, magazines, radio, television and cinema are known for mass coverage. We may also have non-conventional media such as wall paintings, kirtanas, tamashas, special stalls at haats and shandies in rural markets. Found inside – Page 3Stephen Jacob Miller. □ to the advertising unit. Exposure, although not a sufficient condition, Consider various methods/techniques to be adopted. Frequency refers to the number of different times the same person is exposed to the advertising message during a particular period. It is really a wonderful means of mass communication for creating market. Report a Violation 11. So, the advertiser must go in for that medium or media, where he gets the maximum participation, or schedule of insertions, to achieve an effective advertising programme. Radio and television, the two important media of broadcasting, have their distinctive advantages and disadvantages. Privacy Policy 9. (ii) Flexibility – The flexibility in a media will allow the advertiser a freedom to adjust as per his requirements. It is hoped that they will lead to customer’s orders and re-orders. Prohibited Content 3. 2. Car-cards have small size and they can carry only short copy. The PR group also has the editorial schedule that helps identify the target audience. It offers specialised information to a special audience. The second one is Media Dominance Theory according to which an advertiser buys unusually large amounts of space in one medium; after building up coverage and frequency in that medium, he shifts another medium for a short period. Overall Campaign Objectives and Strategy: 3. Found inside – Page 180(A) Problem 7.1 Media selection Introductory comments Selecting media in which to place advertising is one of the most important decisions of a media plan. Therefore, the media planner should consider them seriously and purposively. Prohibited Content 3. Choice of a particular medium or combination of media viz. The success of mail advertising depends on the content and postal efficiency. Here, the message reaches the audience indoors when it is cozy and in receptive mood because, house is the resting place for the inmates to relax. Legal and ethical considerations may be important. Media planning, therefore, is the study of different advertising media and media vehicles in depth that facilitates media selection and development of media-mix that is most suitable for the firm in question. Since there are 500,000 subscribers, you divide Rs. Consists of hoardings (painted by sign painters), posters(large sized posters pasted on the board) and electronic hoardings. Assume, for instance, that the objective is to make teenagers aware of a new disco club. It has high readership. the magazines or paper that they read, or the social networking site they use. A desirable medium is one whose listeners, viewers or readers are target consumers of the marketer. Research has shown that readers stay loyal to their newspaper and consider it as the most authoritative medium. It covers the display material used in advertising programme. If a detailed discussion of sales points is required, the print media may be most useful. An analysis of radio advertising involves the structure and types of advertising, its advantages, disadvantages, its rate structure and audience exposure. Copyright 10. The Complete Guide to Digital Marketing will teach you how to promote your business online. Every work to be done needs a plan of action so that the work is done in a desired and correct manner. Content Guidelines 2. Colour can enhance appetite appeal or useful for products that depend on colour such as paints, colour cosmetics etc. newspapers, ladies magazines, sports magazines, general magazines, TV, radio, outdoor, etc. For every 40 literate persons there is one paper. To how many people it reaches? The media sustain the continuity of the impressions developed by innovators and opinion leaders. Advertising Media Selection – Important Strategies: With Approaches. The radio commercial must create a picture in the mind (since there are no visuals), therefore complicated messages or vivid demonstrations are not possible. There are 6,000 cinema towns with 15,000 permanent cinema houses with an average capacity of 1,000 seats. But consumer durables need demonstration and so they can be advertised on television. The significance of display advertising lies in four points: 1. Receiver may consider it as junk mail as it may not have entertainment value. The effectiveness of an advertising message and medium depends on the class of medium, media vehicles and uses of the media over a time. If the product is promoted through advertising and ordered by the customer through the mail, it is known as mail order advertising. Just how does the reaction of a thousand housewives, who read a food advertisement about Magi noodles, compare with that of a different thousand housewives who watch the same on TV? Thus, the theme is prime ad message. Mural or outdoor advertising has long life. It cannot .have a long message. It may be multiple types–if so, you should put a % weight value on each and consider your budget and media selection accordingly. Continuity is a function of the media schedule and is a measure of the regularity of the advertising effort. The success of poster rests on poster designing and the site of pasting. Other forms of outdoor are transit and transportation sites-such as bus stops, electric poles, buses, trains, taxies, rickshaws. Television has all the advantages of radio, namely, sound and explanation, plus the additional advantage of sight. Disclaimer 9. Advertising costs vary in different newspapers, depending on their circulation and specialities. Accordingly, the advertising planner has to select the media which matches the product and its nature. The thesis looks at the selection of advertising media. This trial and error method is like the linear programming model of media-mix which has been developed to help the advertising executives in making media-mix choices. It is not in direct competition with the rival’s matter. If the medium is information source e.g., Radio, it has greater exposure. Announcements can be made very quickly. In media selection, a target audience is pinpointed, and media are chosen to reach that segment of the population. Five factors are known to increase attention: i. Just because someone reads or buys a magazine does not mean they the sees the ads. v. Exposure is more when placement of the ad in a magazine, news or broadcast is on front cover page or in between a program which is broadcasted. Audience measurement in the broadcast media is not as precise as advertisers would prefer. c. To use the intrinsic value of an additional medium to extend the creative effectiveness of the ad campaign. 3. This is one of the reason’s I usually get PRs assistance in the media selection–they know who covers your space by the type and number of articles produced for your desired target. This includes the following: Understanding your customers and being able to answer each of the previous questions is the hard part. The next step in media strategy is to select specific vehicles within each medium. A product may have so slight a market that a medium such as the radio would not be indicated for use. Magazines are qualitative and serve the special interests of people. In India the advertising is carried by Vividh Bharati and the primary channel of All India Radio, and now also transmitted through the FM Channels. (ii) The nature of the product and the demand for it. In India, very high frequency channels and very low frequency channels have started relaying advertisement programmes. The direct mail is next in importance to television and newspaper in terms of quantity, quality and cost. The success of the advertising programme and strategy also depends on the media used by competitors. Most budgets for advertising do not come up to the most desirable level of expenditure. Found inside – Page 92Marketing managers (n = 153) were asked how competent they perceive advertising agencies, media agencies, and themselves to be concerning media selection ... The market and products positions are also considered when determining the media strategy. It should be the message which be developed as fully as possible. Media planning is the process by which marketers determine where, when, and how often they will run an advertisement in order to maximize engagements and ROI. A ‘travelling display’ is an advertising sign seen in and outside travelling vehicles like train, buses, car, taxis, trams, autos and the like. Repeat advertising is possible. Each of the mass media has specific characteristics, potentials, and liabilities that must be taken into consideration when selecting a medium for advertising effort. Registration is free and they even include a free on-line media scheduling tool. The merits of exhibition and trade fair are: 1. There are 3,000 touring theatres with the average capacity of 450 seats. Prestige is an intangible. Creating goodwill for the manufacturer may be the other objective. Media planning is the process of identifying and selecting media outlets – mainly newspapers, magazines, websites, TV and radio stations, and outdoor placement – in which to place paid advertisements. Media vehicle refers to a specific method (like digital, radio, newspaper etc.) These are the related techniques which we recommend as important for managing Media selection effectively. (vi) Co-Operation and Promotional Aids Offered by Media: A manufacturer may want to tie in his advertising with that of his dealers. The magazines can be evaluated on the basis of classification, advantages, and disadvantages, types of advertising, rate structure and exposure. 5000 by 5, 00,000. The objective is to achieve adequate media coverage without advertising beyond the identifiable limits of the potential market. Magazines have a long life span and pass along readership. These are placed in the conspicuous places like railway stations, airports, bus terminals, cinema houses, or specially rented buildings, city squares, parks, post offices and other market places. Marketing, Products, Advertising, Media, Advertising Media Selection. Advertising Media Selection – Media Choices as per Market Preference, Media Selection – With Difficulties in Selection. This refers to the number of times the advertising impression reaches the target audience. Cinema lost out to television but it is staging a comeback with the building of multiplexes in the urban cities. 3. If a local area is to be covered, newspaper and outdoor advertising media are helpful. It allows the prospects to experience the product before buying, 3. The value of each medium is calculated by the planner on a set of specific criteria. Changes and shifts are about the only rule, making generalizations dangerous and any scientific selection of media types impossible. Direct mail may be considered as a mass medium, because the same information is sent to a large number of persons. Display advertising or promotional advertising is hinged on the concept of display. The advertising budget should also be considered, particularly, when it is relatively small. For this reason, outdoor advertising, is often good for petroleum products. Media planning and selection deals with media identification, identification of factors governing media and vehicle choices, laying down criteria for media selection and evaluation of each media against another, developing media-mix, resources allocation and media scheduling. Consequently, the geographic scope of the market will considerably influence the choice of media. While choosing the appropriate media for advertising, the following factors should be considered: The product to be advertised is the main determinant of the advertising medium. For e.g. Advertising media analysis including investment trends, results linked to message and repeated messages increase results Without using these criteria it is difficult for the client and agency management to analyse the logic and consistency of the recommended media schedule. There are however also general interest magazines. The adage ‘seeing is believing’ is applicable to press advertisements. The success of an advertisement in achieving advertising objectives largely depends on how each show or magazine reaches the consumers in the target market segment. The use of computers and models in determining media strategy is increasing as a result of the increased size and complexities of media schedules. Television advertisements can be analysed under structure, types of advertising, advantages, disadvantages, kinds of user, rate structure and audience exposure. Continuing our magazine example, the advertiser searches for those magazines whose quality and quantity of circulation fit his needs. The number of vehicles, the quality of the vehicle and scheduling are important considerations in media selection. They are in the time range of 15 second to 300 seconds. You can find a fairly comprehensive on-line listing of TV, radio, newspapers, on-line, and trade magazines at Media Post. Thus, it speaks of saturating one medium at a time before touching another. The exhibition is done by theatre owners. The media vary in terms of how far in advance advertisements must be submitted. Display is the systematic arrangement of samples of saleable products to catch the imagination and the notice of the people. Here, a mention is made of three theories of scheduling. They cure the best source of market information. Media planning and selection are of top significance once the advertising goals and the organisation have been set. This is the reason why media objectives are formulated only after the marketing objectives have been determined by management. Minimum copy, as the massage has to be taken in at a glance. All these factors are considered for media selection, which covers: The main approach to media selection is made in the light of: Media scheduling involves the micro scheduling problem and the macro scheduling problem. Found inside – Page 517In this chapter you will learn about several widely used media selection models that can help U.S. companies allocate this $512 billion dollars more ... The advertiser must deliver this effective message at a cost which he can afford at a figure which will make the advertising effort profitable. 2. However, newspapers have short span of life. • Media Planning = Selection + Scheduling 9. It can secure dealer support. Which type should be dominant and which ones supplementary? 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