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MEDIA RESEARCH
INDEX
Sr no Topics
1
2 3
Media planning
Process Need and importance
4
5 6 7 8 9
Factors
Problems Media scheduling & methods Different media of advertising Types of advertising media Pros and Cons of various advertising media
NAME GAGAN BHASIN SPARSHENDU GHOSH SUMIT SHEKHAWAT AKANSHA SINGH ABHILASHA SRIVASTAVA
GAGAN BHASIN
MEDIA PLANNING
Media Planning refers to a series of decisions required in delivering the advertising message to target audience.
SELECTION OF MEDIA
selection
Promotion
suplements
FACTORS TO BE CONSIDERED BY MEDIA PLANNERS Reach Frequency Cost per thousand Cost per point Impact
Selectivity
SPARSHENDU GHOSH
MEDIA SCHEDULING
Media scheduling decisions are the decisions about the timing, continuity and the size of the ads. We have to see when to advertise, how long to advertise, and for what time period. The size decision is based upon our objectives, the creative execution necessary and the reach and frequency decision.
Reach-Media planners use reach to set their objective for the total
number of people exposed to the media plan. Reach is one of the most important terms in media planning and has three characteristics.
First, reach is a percentage, although the percentage sign is rarely used. When reach is stated, media planners are aware of the size of the target audience. Second, reach measures the accumulation of audience over time. Because reach is always defined for a certain period of time, the number of audience members exposed to the media vehicles in a media plan increases over time. Third, reach doesn't double-count people exposed multiple times if the media plan involves repeated ads in one media category or ads in multiple media categories. Media planners use reach because it represents that total number of people exposed to the marketing communication.
SUMIT SHEKHAWAT
Continuity- it relates to the timings of the media insertions . Coverage- the media planner determines which target market should receive
the most immediate emphasis developing media strategies involve matching the most appropriate media to this market by asking to which media and media vehicles can I best get my message to prospective buyers? This is called as the coverage of the market
Media planners perform geographic analyses by assessing the geographic concentration of sales in two ways. The first method is called the Brand Development Index (BDI) of a geographic region. BDI measures the concentration of sales of a company's brand in that region. The second method is called the Category Development Index (CDI) and measures the concentration of sales of the product category (across all brands) in that region.
6
BDI (Brand Development Index)-it is a percentage of a brands scales in a particular area in relation to the percentage of the countrys population in that area.
CDI (Category Development Index)-it measures the sales strength of a particular category of a product , within a specific market.
CDI=
x 100
8 Cost Per ThousandTo determine a publications cost per thousand , also known as CPM, divide the cost of the advertising by the publications circulation in thousands 9 Cost Per Point-one rating point equals 1% of your target audience. Divide the cost of the schedule being considered by the number of rating points it delivers 10 Cost Per Rating Point- (CPRP) the broad cast media provide a different comparative cost figure , referred to as cost per rating point (CPR) or cost per point (CPR). CPRP= cost of commercial time programme rating
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o o o o o o
Print media : magazines, newspapers, journals and other publications Broadcast : TV, radio, DD, satellite channels and prasar bharati Non- broadcast: cenema, video, cable, closed circuit tv Outdoor: hoardings, posters, xeon signs etc Vehicular/transit: trains, railways, busses, taxies, private vehicles
etc
Miscellaneous
AKANSHA SINGH
Disadvantages
Low Selectivity Short Message Life High Absolute Cost High Production Cost Clutter
Disadvantages
Audio Only Clutter Low Attention Getting Fleeting Message
Disadvantages
Long Lead Time for Ad Placement Visual Only Lack of Flexibility
ABHILASHA SRIVASTAVA
Disadvantages
Short Life Clutter Low Attention Getting Poor Reproduction Quality Selective Reader Exposure
Disadvantages
Sort Exposure Time Short Ads Poor Image Local Restrictions
Disadvantages
High Cost Per Contact Poor Image (Junk Mail) Clutter
Disadvantages
Limited Creative Capabilities Web snarl (Crowded Websnarl (Crowded Access) Technology Limitations Few Valid Measurement Techniques Limited Reach