adv analysis of strategy 6.pptx

8/13/2019 ADV analysis of strategy 6.pptx

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Analysis of AD media & Media Strategies

Overview of major media:

Ad industry terminology conventionallydistinguishes between advertising media and

vehicles. Media are the general communication methods that

carry advertising messages, that is, television,magazines, newspapers, and so on.

Vehicles are the specific broadcast programs or printchoices in which advertisements are placed.

For example: magazines are medium and Business

Today is vehicle.


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Television, radio, newspaper, magazines, and out-of-home advertising on billboards are the five majoradvertising media, within which the majority of

advertising expenditures are placed. Each medium and each vehicle has a set of unique

characteristics and virtues. Advertisers attempt toselect those media and vehicles whose characteristics

are most compatible with the advertised brand inreaching its target audience and conveying itsintended message.

For example: if the objective is to demonstrate

product features, television is the best medium,


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followed by magazines, newspapers, radio, and out-of-home advertising.

Television is also particularly powerful in terms of its

entertainment and excitement value and its ability tohave an impact on the viewer.

Magazines are strong in terms of elegance, beauty,prestige, and tradition.

Newspapers offers newsworthiness and low prices.

Radio, allows listeners imagination to play a part.

Outdoor, ad is especially appropriate for package

identification.


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The overall value or worth of an advertising mediumdepends on the advertisers specific needs in aparticular situation and the overall budget availablefor advertising a brand.

What medium is best depends entirely on theadvertisers objectives, the creative needs, thecompetitive challenge, and budget availability.

The best medium, or combination of media, isdetermined not by counting advantages andlimitations but by conducting a careful examinationof the advertised brands needs and resources.


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Out-of-home advertising, or outdoor for short, is theoldest form of advertising with origins dating backliterally thousands of years.

Although billboard advertising is the major aspect ofout-of-home advertising, outdoor encompasses avariety of other delivery modes: ads on bus shelters,various forms of transit ads (including ads painted

on buses and trucks), shopping-mall displays, T-shirts with brand logos, and so on.

Outdoor advertising is regarded as a supplementary,rather than primary.


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Although there are a variety of out-of-homeadvertising vehicles,billboardadvertising is themajor outdoor medium.

Advertising on billboards is designed with namerecognition as the primary objective. The majorforms of billboard advertising are poster and painted

bulletins.

Poster Panels: these billboards are what we regularlysee alongside highways and in other heavily traveledlocals. Posters are silk-screened or lithographed andthen brought and pasted in sheets to the billboard.


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Painted Bulletins: painted bulletins are handpainted (technology has changed nowadays) directlyon the billboard by artists hired by the billboardowner.

These bulletins are generally repainted every severalmonths to provide a fresh look.

Advertisers typically purchase these large bulletinsfor a one-to-three-year period with the objective ofachieving a consistent and relatively permanentpresence in heavily traveled locations.

Spectaculars: an extremely large outdoor display

that incorporates special electrical or mechanicaldevices


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Outdoor advertising strengths: Its broad reach and high frequency levels. It is

effective in reaching virtually all segments of thepopulation. The number of exposures is especially

high when signs are strategically located in heavy-traffic areas.

Another advantage is geographic flexibility.

Low cost per thousand. It is least expensiveadvertising medium on a cost-per-thousand basis.

Outdoor ad is literally bigger than life, productidentification is substantial. The ability to use large


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representations offers marketers excellentopportunities for brand and package identification.

Outdoor advertising also provides an excellent

opportunity to reach consumers as a last reminderbefore purchasing. This explains why frequentlypurchased products and services (like soft drinks,

beer, and restaurants) are the heaviest users of

outdoor advertising. Advertisers in these categorieshope to have their brands seen just prior to theconsumers brand choice.

Flexibility: endless colours, typeface, size, shapes can

be varied


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Limitations:

A significant problem with outdoor advertising is

non selectivity. Short exposure time is another drawback.

It is also difficult to measure outdoor advertisingsaudience.

Environmental concerns.

Message- frequent change required.

Public criticism.


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Newspapers have historically been the leadingadvertising medium, but recently television (use of

Internet also) surpassed newspapers as the mediumthat receives the greatest amount of advertisingexpenditures. This is partially attributed to the factthat newspaper readership has been on a constant

cycle of decline for a number of years. Butnewspapers also enjoy a reputation for credibilitythat creates a positive advertising environment.


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Pros:

Newspapers appeal primarily to an upscale audience,especially those adults 35 and older.

It is extremely flexible with opportunities for color,large and small space ads, timely insertion schedules,coupons, and some selectivity through specialsections and targeted editions.

With coupons & sophisticated tracking methodology,it is much easier to measure newspaper responserates than with most other media.


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Cons:

Most newspapers have about 60% advertisingcontent. This high ratio of advertising, combined

with average reading time of less than 30mins,means few ads are read.

Overall newspaper circulation has fallen far behindpopulation & household growth. In many markets

total newspaper penetration is below 30%. Inaddition, readership among a number of keydemographics such as teens and young adults hasnot kept pace with population growth.


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Newspaper advertising offers a number ofadvantageto businesses from large organization tothe smallest retailer.

Flexibility of advertising formats and audiencecoverage.

Newspapers are especially useful in reaching upscalehouseholds and opinion leaders along with all major

demographic segments. N. offer advertisers a number of creative options

including outstanding color reproduction andpreprinted inserts.


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Categories of newspaper advertising N. derives approximately 70% of their revenues from

advertising. All newspaper advertising is divided intotwo categories:

CLASSIFIED advertising- is comprised of a variety ofads from a small notice announcing a yard sale tothose for the largest automobile dealers and real

estate firms. DISPLAY advertising-is all the non classified

advertising in a newspaper.

Classified Display


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Strengths:

People read newspaper for news, so they are in the

right mental frame to process advertisements. Mass audience coverage

Flexibility-different types of ad can be placed indifferent relevant sections

The ability to use detailed copy

Timeliness


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Limitations:

Clutter

Not highly selective media Occasional users of newspaper space pay higher rates

than regular users

Offer a mediocre reproduction quality Buying difficulty

Changing composition of newspaper readers.


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Virtually all magazinesare targeted to specialinterests, business, demographics, or lifestyles oftheir readers.

Today magazinesare made for niche readersespecially those in categories with special value toadvertisers.

Magazineshave adopted internet technology to

provide web versions of their publications as value-added resources for both readers and advertisers.


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Pros: Creative flexibility available with magazines through

superior colours and good quality paper.

The number & range of specialized magazinesprovide advertisers with an opportunity for narrowlytargeted audiences.

Magazines provide strong visuals to enhance brandawareness and they have the ability to deliver amemorable message to their niche audiences.

Magazines are portable, they have a long life, andthey are often passed along to several readers.


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Cons: In recent years, magazine audience growth has not

kept up with increase in advertising rates. Magazinesare among the most expensive media on a per

prospect basis. Advertising clutter has become a concern of many

magazine advertisers.

Despite the obvious advantages of magazines

specialization, it means that a single magazine rarelyreaches the majority of a market segment.

long lead time-need to book AD long time before ofthe publication.


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Radiois nearly ubiquitous medium: most homeshave radios, virtually all cars have radio, sometelevision models have radios, radios are free withmost of the mobile phones.

Radio can always be considered as strong potentialadvertising medium. Although radio has always beena favorite of local advertisers, it is only in recent

years that regional and national advertisers havebegun to appreciate radios advantages as anadvertising medium.


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Radio advertisers are interested in reaching targetcustomers at a reasonable expense while ensuringthat the station is compatible with the advertisers

brands image and its creative message strategy.

A second consideration is the choice of geographicareas to cover. National advertisers buy time fromstations whose audience coverage matches theadvertisers geographic areas of interest. This means

locating stations in preferred metropolitan statisticalareas (MSAs) or in areas of dominant influence(ADIs)


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A third consideration in buying radio time is thechoice of day part. Rate structures vary depending onthe attractiveness of the day part and popularity ofthe slots.

Strengths:

An extensive variety of radio programming enablesadvertisers to pick specific formats and stations to beoptimally compatible with both the composition oftheir target audience & their creative messagestrategy.


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Second major advantage is its ability to reachprospective consumers on a personal and intimatelevel. Unlike local store merchants, radio announcerssometimes are extremely personable and convincing.

Economy is a third advantage of radio advertising. Interms of target audience, radio advertising isconsiderably cheaper than other mass media.

A very important advantage of radio advertising is its

ability to transfer images from television advertising.The mental image which can evoked from televisioncan be transferred into radio ad for sustainable effect


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Limitations:

Radio listeners frequently switch stations, especially

on their car radios, to avoid commercials. Second limitation is radio is the only major medium

that is unable to employ visualization.

The advertiser is unable to reach a diverse audience

because each radio station and program has its ownunique set of audience demographics & interests.

Difficulty of buying radio time.


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As an advertising medium, Television is uniquelypersonal and demonstrative, yet it is also expensiveand subject to considerable competitive clutter.

Consumers consider television the most cluttered ofall ad media.

Advertising costs, audience characteristics, andprogramming appropriateness vary greatly at

different times of the day and during different daysof the week. The 3 major day parts are prime time,daytime, and fringe time.


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Fringe time: the period preceding and followingprime time is known as fringe time. Early fringe timestarts with afternoon and is devoted primarily tochildren. Late fringe appeals primarily to youngadults.

Cable advertising focus on narrow areas of viewing

interest, advertisers are able to reach more finelytargeted audiences (in terms of demographics andpsychographics).


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Strengths:

Television possesses the unique capability todemonstrate a product in use. Viewers can see and

hear a product being used, identify with the productsusers, and imagine themselves using the product.

Television advertisements engage ones senses andattraction attention, i,e it has intrusion value.

Television ad is the combination of ability to provideentertainment and generate excitement.

It has unique ability to reach consumers one on one.


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Limitations:

First, and perhaps most serious, is the rapidly

escalating advertising cost. Erosion of television viewing audience.

Audience fractionalization.

Research reveals that perhaps as high as one-third ofa potential audience for TV commercials may be lostto zapping.

Clutter.


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Interactive ad media: Interactive media allows an individual to seek

information ask questions and get answers withoutany human assistance .

Interactive media at this time includes-

CD_ROM

Virtual reality-interactive kiosks etc

Internet, pop-up boxes, e-mails etc Streaming Media: multimedia content that can be

accessed on Internet without being downloaded first


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Alternative ad media: Several alternative or unconventional media options

are available to advertisers are identifies, like:

Yellow page advertising

Video ad/ DVD ad Product placement in movies, soap-operas

Virtual signage-logos in various sports fields

Ads in yellow pages, behind the aircrafts seats etc,back of tickets, gate passes, comic books etc

Promotional Ring Tones on cell phones

Ads through SMS


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Media planning process:

Marketing

strategy Media

strategy

Advertising

objectiveAd budget Message

strategy

Target audience selectionObjective specification

Media & vehicle selection

Media buying


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Media Planning Strategies:

While media strategy is being developed, the focusof analysis is on the media and delivering themessages. The key questions at this stage are:

1.Who is the target audience for advertising?

2.What internal & external factors may influencethe media plan?

3.Where(geographic area) & When (timing) tofocus the advertising efforts?


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The situation analysis may reveal more than a fewtarget market and to decide which specific group to

be addressed, the media planner need to work withthe following people:

a) Client

b) Account Executive

c) Marketing Department

d) Creative Director

At this stage several other data is also required like:

Audience size, product users among adults (M&F),

teens, heavy users, light users etc.


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Few Decision Making Parameters:

WHERE & WHEN to advertise?

Generally, sales volume are not uniform in allmarkets and market potential also varies acrossmarkets.

Where would it be wise to spend the advertising

money?

Obviously, those markets should be the priority areasthat are most likely to meet the desired objectives.


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Develop & Implement Media Strategies:

a number of media alternatives and media vehiclesare available to advertisers.

In certain instances it is possible that only onemedium and vehicle may be used, this sometimesmay be the case with small budget organizations.

Large organizations usually use a number of media

alternatives and vehicles. The goal could be full coverage of the market,

however, in real situations the coverage of the mediadoes not allow for this, some potentials are left

without exposure always.


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The media planners objective is to reach as manymembers of the target audience as possible and atthe same time minimize the extent of any wastecoverage.

This is something where perfection is almostimpossible and the media planner has to live withtradeoffs.

for advertising mass consumption products, massmedia are generally very effective in reaching largenumbers of target audience. In such situations thereis bound to be some waste coverage.


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So far, there is no known way to determine howmuch reach is required to achieve desired levels ofawareness, attitude change or purchase intentions.

Also, there is no certainty that an ad placed in aparticular media vehicle will actually reach the targetaudience.

In advertising terminology, FRQUENCY refers to the

average number of times audienceindividuals/households are exposed to a media in anadvertising cycle, not necessarily to theadvertisement itself.

adv analysis of strategy 6.pptx

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