BY:

PRIYA BAJPAI (7357)

SWAGATA NAG (7435)
Media
When we think of media, we think of:
Message Transmitted To A Large
Number of People At The Same Time
Types of Media used in
Advertising

Traditional or Mass Media


Niche Media


Non-Conventional Media
Media Goals


Inform the public



Monitor whats happening around us

Media Outlets
Press
Radio
Television
Internet
Posters
Mobiles

These are still traditionally
categorized, from the media
buyer's viewpoint, on the basis
of class. Few types of press
medias are:
National newspapers
Regional newspapers
Magazines

This is normally the most
expensive medium. It offers
by far the widest coverage,
particularly at peak hours
(roughly 7.00--10.30 p.m.)
and especially of family
audiences. it has the greatest
impact because of offering
sight, sound, movement and
colours.
This industry is also
known as Out of Home
Media. However, this
category is not limited to
posters and billboards. It
may involve the use of
media space in airports,
malls, convenience stores,
etc.
It typically generates
specific audiences at
different times of the day;
for example, adults at
breakfast, housewives
thereafter, and motorists
during rush hours. It can be
a very cost-effective way of
reaching these audiences
although the types of
message conveyed will be
limited by the lack of any
visual elements.
Although the personal
mobile phone is becoming
very attractive as an
important advertising media
to the network operators, it
is relatively unproven and
therefore still remains in the
media buyers' sidelines.

Although the numbers in the
national audience are now
small, this may be the most
effective medium for
extending coverage to the
younger age groups, since
the core audience is aged
15-24.

This is a rapidly growing
force in marketing. It is very
varied in form, but much of
it still follows the example
of press advertising, but the
most effective usage .
Working with the Media
Each medium has specific
expectations:

Television - access to the action visual
Radio - immediate audio or an interview
Newspaper reporters - more detail and
background information
Audience Research

Think logically
Audience Research

Think logically
Finding out exactly the audience for a magazine or
newspaper, or who watches at a given time on
television, is a specialized form of market research,
which is often conducted on behalf of the media
owners.
Once you have done some initial research, all you
have to do is think logically about the four main
points:
1. How much money do I have to spend?
2. Which media will reach my target audience ?
3. What is the main focus and objective of this
campaign ?
4. What kind of message do I want to give out ?








MARKET ANALYSIS
ESTABLISHING MEDIA OBJECTIVES
DEVELOPING AND IMPLEMENTING
MEDIA STRATEGIES
EVALUATIO N AND FOLLOW -UP
MEDIA

ADVANTAGES DISADVANTAGES
TELEVISION MASS COVERAGE
ATTENTION
GETTING
IMPACT OF
SIGHT,SOUND AND
MOTION
HIGH PRESTIGE

LOW SELECTVITY
HIGH ABSOLUTE
COST
HIGH PRODUCTION
COST
RADIO LOCAL COVERAGE
LOW COST
HIGH FREQUENCY
FLEXIBLE
LOW PRODUCTION
COSTS
AUDIO ONLY
FLEETING MESSAGE
LOW ATTENTION
GETTING
MEDIA ADVANTAGES DISADVANTAGES
NEWSPAPER HIGH COVERAGE
LOW COST
READER CONTROLS
EXPOSURE

SHORT LIFE
SELECTIVE READER
EXPOSURE
LOW ATTENTION
GETTING
CAPABILITIES

DIRECT MAIL NOT RESTRICTED
TO SMALL
COMPANIES
ABILITY TO
SEGMENT THE
MARKET
HIGH INFORMATION
CONTENT

POOR IMAGE(JUNK
MAIL)
HIGH
COST/CONTACT
Media works as platform for making
information reach to the masses and in
developing a direct and emotional bond
between the service provider and the user .It
helps in making people as consumers
informative and knowledgeable about the
diversity in product availability or in making
them the right choosers. But what is important
is to regulate and to have proper checks on the
right usage of media in promoting the filtered
and the authentic information so as the right
purpose of media in making people aware and
judicious can be achieved.