Selecting Advertising

Media.
 Presented To:
Ms. Sobia Shujaat.
GROUP MEMBER’S
Aziza Faryal
Jawad Raza Sayeed
Fahad Akhlaq
Fatima Yasin
Areeb Malick
Asma Hamdani
Anam Alam
 ADVERTISING
• Any paid form of non personal
communication that is transmitted to
consumer through such mass media
as television, radio, news paper,
magazine, direct mail, and out door
displays.
 5 Ms of Advertising

• MISSION- Objectives
• MONEY- To pay for the Campaign
• MESSAGE- To be Delivered
• MEDIA- Selection of advertising Media
• MEASURE- Measuring the impact
 Media Decisions
Step 1. Decide on Reach, Frequency,
and Impact

Step 2. Choosing Among Major Media Types

Media Habits of Target Consumers,
Nature of the Product, Types of Message, Cost

Step 3. Selecting Specific Media Vehicles

Specific Media Within a Given Type, i.e. Magazines.
Must Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality

Step 4. Selecting Media Timing

Scheduling of Advertising Over the Course of a Year
Pattern of Ads: Continuity or Pulsing
 Deciding on the Media &
Measuring Effectiveness
• Deciding on reach, frequency and impact
– Media selection (finding the most
cost-effective media to deliver
desired number & type of
exposures to the target
audience)
 The effect of exposure on audience awareness
depends on
– Reach (number of different persons or households exposed to a
particular media schedule at least once during a specified time period)
R
– Frequency (number of times within the specified time period that
an average person or household is exposed to the message) F

– Impact (Qualitative value of an exposure through a given medium) I

• The relation between reach, frequency
and impact is captured in two concepts
– Total number of exposures (E)
• E=R*F, this measure is refereed as
Gross Rating Point GRP
– Weighted number of exposures (WE)
• WE=R*F*I
 Choosing Among Major
Media Types
 One of the most important decisions when
developing an advertising strategy.
 The media selected must be capable of
accomplishing the communications
objectives of informing, persuading, and
reminding potential customers of the
product or idea being advertised.
 Media Types – Advantages &
Disadvantages
Newspapers
Newspapers
Magazines
Magazines
Radio
Radio
Television
Television

Major
Major Types
Types Outdoor
Outdoor
of
of
Advertising Internet
Internet
Advertising
Media
Media Alternative
Alternative Media
Media
 Newspapers
Advantages
Advantages Disadvantages
Disadvantages
● High coverage • Short lifespan
 Low cost • Low pass-along rate
 Short lead time for • Color capabilities
placing ads
• Selectivity of narrow
 Ads can placed in
interest sections
markets
 Timely (current ads)
 Reader controls
exposure
 Magazines
Advantages
Advantages Disadvantages
Disadvantages

• Image reproduction • Waste circulation

• Long life
• Visual only
• High geographic and
demographic selectivity
• High quality reproduction
 Radio
Advantages
Advantages Disadvantages
Disadvantages

 Local coverage • No visual treatment

 Low cost • Short life span
 High frequency • Highly fragmented
 Flexible audience
 Low production costs
 Well-segmented
audiences
 Television
Advantages
Advantages Disadvantages
Disadvantages

• Mass coverage • High execution cost

• Low cost per • Skepticism
customer • Technology
• Demographic • High Clutter
selectivity
• High color
capabilities
 Out door-Bill boards
Advantages
Advantages Disadvantages
Disadvantages
• Repeatedly seen • Message must be simple and
• short
24/7 coverage
• Can not target socioeconomic
• Target particular area groups
• Local media • Rarely attract full attention
• May encourage • Short lived
impulse buying if • May be seen as traffic hazard
close to shops • Difficult to measure
effectiveness
 Internet Advertising
Advantages
Advantages Disadvantages
Disadvantages
• Cheap • Problems of
• Easy to set up connecting
• • Limited audience
Easily updated
• • Technical problems
Number of hits can be
monitored-useful • Banner adverts not
measure of very effective
effectiveness
 Selecting Media Vehicles

• MEDIA VEHICLE:
Specific media within general media
type.
●T.V Vehicle: ARY, GEO,TV ONE.
● Magazine Vehicle: Herald, Mag, Time
Etc.
 Cost per thousand (CPM)

• CPM =(Cost of adv.space) X 1000

Circulation
 For example.
K&N,S Introduced TENDER POPS and
advertise a full page color ad in Herald .

●If Costs 70,000 & Herald's

readership is 100,000
people, the cost of reaching
each group of 1000 per
month is 700 rupees.
Consider cost of producing.
 Media Impact Factors.
• Audience Quality.
For a ONE TOUCH
Glucose meter For
example, Herald
magazine would have
a high exposure value,
Humsay would have a
low exposure value.
 ●Audience Attention.

Readers for Vogue,

For example,
typically pay more
attention to ads than
do Humsay readers.
 ●Editorial Quality.
TIME and HERALD
are more believable and
prestigious than any
local magazine.
Deciding on Media Timing
And Schedule
• Seasonal Pattern.
• Be The Same All Year.
 SEASONAL ADVERTISING
For example
Bonanza, Oxford
only advertise in
Winter season.
Following
seasonal
advertising
pattern.
 Be The Same All Year
Like
Colgate
toothpaste
advertise
same all
the year.
Pattern of Advertisement
• Continuity: Refers to scheduling as
evenly within a given period.
• Flighting: Refers to scheduling
intermittent periods of advertising & no
advertising.
• Pulsing: Refers to scheduling as
unevenly over a given time period.
 Continuity

Flighting

Pulsing

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
 Example of Pulsing
Fast-food companies such as McDonald’s
And KFC use pulsing patterns.
 A word of caution

• Even good advertising can not overcome

problems caused by
• Poor product
• Inefficient service
• Uncompetitive pricing
• “Half of all advertising is
wasted- the problem is we
don’t know which half”.
(Lord leverhulm) founder of
Unilever.
THANK YOU.