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Contemporary IssueContemporary IssueOnOn

Recent Advertising MediaRecent Advertising Media

Submitted By: - Submitted To:-Aman Gupta Dr. Sharmila GaurMBA II Sem Lecturer

SIMCSB.R. Shah M.B.A. Block, Rambagh Circle,

Jaipur, Rajasthan, India-302004 Phone: 91-141-2573808, 5118808 Fax : 91-141-2570237 E-mail : simcsjaipur@hotmail.com

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ObjectivesObjectives

Describe the four major traditional advertising media.Describe the four major traditional advertising media.

Discuss newspaper advertising and its strengths and Discuss newspaper advertising and its strengths and limitations.limitations.

Evaluate magazine advertising and its strengths and Evaluate magazine advertising and its strengths and limitations.limitations.

Discuss radio advertising and its strengths and limitations Discuss radio advertising and its strengths and limitations

Discuss television advertising and its strengths and Discuss television advertising and its strengths and limitationslimitations

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OverviewOverview

The overall value of an advertising medium depends on The overall value of an advertising medium depends on

The advertiser's specific needs in a particular The advertiser's specific needs in a particular situationsituation

The overall budget available for advertising brand The overall budget available for advertising brand

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Achieving Advertising Achieving Advertising ObjectivesObjectives

Attention is selective and focusedAttention is selective and focused Impact dissipates over timeImpact dissipates over time Maximize exposureMaximize exposure

– Run ads over longer period of timeRun ads over longer period of time– Place ads in multiple outletsPlace ads in multiple outlets

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Advertisers attempt to select the media and vehicles whose characteristics are most compatible with the advertised brand in reaching its target audience and

conveying its intended message

Four Major Advertising MediaFour Major Advertising Media

Magazines

Radio

Newspaper

Television

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Which Media Do It Best?Which Media Do It Best?

•Consider:

Advertiser’s objectives

Creative needs

Competitive challenge

Budget availability

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The advertiser must weight:The advertiser must weight:1.1. The size of the potential audience that a vehicle The size of the potential audience that a vehicle

might reachmight reach

2.2. The attractiveness of its coverage as revealed by The attractiveness of its coverage as revealed by the total product purchasers exposed to that the total product purchasers exposed to that vehicle and compared with other media vehicle and compared with other media

3.3. Its cost compared with other vehicles Its cost compared with other vehicles

4.4. Its appropriateness for the advertised brand Its appropriateness for the advertised brand

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InformationsInformations

The production cost is expensiveThe production cost is expensive

Especially effective promotional tool for moving merchandiseEspecially effective promotional tool for moving merchandise

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InformationsInformations

Introduced in the early 1980sIntroduced in the early 1980s

Long commercial (28 to 30 minutes) is an alternative to the Long commercial (28 to 30 minutes) is an alternative to the conventional, short form of television commercial conventional, short form of television commercial

Infomercials are full-length commercial segments run on television that Infomercials are full-length commercial segments run on television that typically last 28 to 30 minutes typically last 28 to 30 minutes

And combine product news and entertainmentAnd combine product news and entertainment

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Brand Placements in TV ProgramsBrand Placements in TV Programs

Reason: fear that TV advertising is no longer as effective as it used to Reason: fear that TV advertising is no longer as effective as it used to bebe

Brand managers pay to get prominent placement for their brandsBrand managers pay to get prominent placement for their brands

““Survivor” program is the poster child for this trendSurvivor” program is the poster child for this trend

Advertisers who purchased commercial time in “Survivor” got prime Advertisers who purchased commercial time in “Survivor” got prime brand placement in the programbrand placement in the program

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Developing Logical Combinations of Media

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Figure 8.8Figure 8.8Global Media SpendingGlobal Media SpendingMedia Usage in North America, Europe, and Japan

Source: Adapted from Colin MacLeod, “Global Adspend Trends,” International Journal of Advertising, Vol. 24, No. 2 (2005), pp. 261-262.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

Per

cet o

f Tot

al

United States 10.3% 30.7% 3.1% 38.9% 12.4% 4.6%

Europe 17.0% 34.5% 6.1% 35.7% 5.8% 3.9%

Japan 9.4% 25.1% 11.6% 46.0% 4.2% 4.1%

Magazines Newspapers Outdoor Television Radio Internet

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Media SelectionMedia Selectionin International Marketsin International Markets Media importance varies.Media importance varies. Media viewing habits vary across countries.Media viewing habits vary across countries. Media buying is different.Media buying is different. Cultural mores vary.Cultural mores vary.

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Media TermsMedia Terms Spot adsSpot ads ReachReach FrequencyFrequency Opportunity to see (OTS)Opportunity to see (OTS) Gross rating pointsGross rating points Cost per thousand (CPM)Cost per thousand (CPM) Cost per rating point (CPRP)RCost per rating point (CPRP)R RatingsRatings Continuity (continuous, pulsating, discontinuous)Continuity (continuous, pulsating, discontinuous) Gross impressionsGross impressions

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In today’s world which is fast moving & dynamic, people’s wants, need and desires are changing; it’s very important to know them and give them what they want. This is the main objective of advertising where ad agency plays major role in market research, making of creative, launching it in the market, taking the feedback of consumer and making any product famous and acceptable among consumers.

CONCLUSION

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