Todays Session

Media Mix
Decisions
Reasons for Media Mix: Building
blocks
Defn.: More than one medium in a plan is a
media mix
Reasons:
1. To add audience which is not available
through a single medium: heavy versus
light viewers of TV
2. To add frequency, we may use a secondary
medium which is less expensive for
support: TOI and MD
3. To deliver the message to the consumer
through the day: a day in the life of.
4. To reach different kinds of audiences:
distinct demographics and psychographics
 Types of Media Mix
decisions
Broad Media Types- select one or
more media types
Media vehicles: specific vehicles
within broad media type
Media units: duration or size to be
run in the media vehicle/s
 Strategic Issues: Marketing &
Advertising Task
Brand or category significantly influences the
media mix eg repeat purchase FMCG goods on
TV
Product launch will have a different media mix
from a promotion or educative campaign and
vice versa
Eg a limited period Promo offer: Malls
1. Daily newspaper to convey the offer & build
reach quickly
2. If there is an Event linked to it: combination of
City supplement and Radio
. Eg an Educative campaign: Amul pro-biotic
curd
1. Newspapers for credibility
2. Scope for providing info
 Strategic Issues: Marketing &
Advertising Task
Changing consumer habits is always a
complicated task eg Ariel detergent
Perceived as an expensive product when
launched in India
Ariels communication conveyed its cost
efficiency to the housewife: only powder is
enough, no need of a detergent bar
Not an easy task: had to change an
entrenched Indian habit of soaking clothes
in detergent and then using the bar to
scrub the clothes
High decibal campaign: mother-in-law v/s
modern and progressive daughter-in-law
TV was indispensable to demonstrate the
 Strategic Issues: Geographical
coverage
National versus Local : Pantene
versus Big Bazaar

Market combinations: selective

presence needs selective media

Media isolatibility: different markets,

different promo offers- local media
 Media mix: The Pizza case
example
Weekly coupon offer: Mid Day, Mumbai
Mirror- frequency
Promote the new cheese burst pizza: TV
to demonstrate cheese oozing out-
creative , reach
Promote toll free hunger line: Radio-
low cost, high frequency using a catchy
jingle
Kids- the influencers to be targeted:
Cartoon network, Discovery- focused
channels
Highlight the 30 min delivery guarantee
in all communication and media
 TG & Media involvement:
Sample grid
T D MT R C O WM
G a a V a i d e o
il g d n o b b
i s i e o i
e o m r l
s a e
Y M L M H H H V V
o e o e ig ig i e e
u d w di h h g r r
t i u h y y
h u m
1 m H H
5 i i
- g g
2 h h
5
,
S
E
C
 Role suitability of each
Medium
Dailies
 Role suitability of each medium:
Dailies
Advantages Limitations
Quick reach build up Cost-inefficient for
Local emphasis national campaigns
Portability Low pass along
Informative Literacy cap
Credible Lack of segmentation
Low lead time Exposure versus reach
Magazines
 Role suitability of each medium:
Magazines
Advantages Limitations
Long shelf life Not mass reach
Incidence of re- builders
reading Slow reach builders
Active not passive Continuity of
Editorial environment readership
Niche targeting Long lead time
Radio
 Role suitability of each
medium: Radio
Advantages Limitations
High frequency build Background medium
up Fleeting message
Mobile medium Support medium
Low cost
Local
Cinema
 Role suitability of each
medium: Cinema
Advantages Limitations
Local Slow reach build up
Audio-visual Long lead times
Larger-than-life Low level of frquency
imagery
Scope for targeting
Small town reach
Low cost options
TV
 Role suitability of each
medium: TV
Advantages Limitations
Audio-visual impact High total cost
Mass reach Clutter
National , Local & Passive
Niche coverage Inventory issues
Cost efficient High production cost
Outdoor
 Role suitability of each medium:
Outdoor
Advantages Limitations
Local Simple messages only
Larger than life No content
imagery Local laws
24 hour targeting Lack of data
Quick reach build up High cost outlay
Unorganised
Internet
 Role suitability of each medium:
Internet
Advantages Limitations
Active medium Limited reach
Dynamic Digital divide
customization Technology gap
Geo- targeting Scope of data
Measurable
Controlled costs
Mobile
 Role suitability of each medium:
Mobile
Advantages Limitations
Personalized Data access restricted
Low cost TRAI regulations
Interactive Creative impact
Measurable
Mass reach
Direct Mail
Role suitability of each medium: Direct
Mail

Advantages Limitations
Personalized Suspect data base
Low cost
Targeted
Measurable
Product Placement
 Role suitability of each medium: Product
Placement

Advantages Limitations
Attentiveness Intrusive
Image rub-off May not be noticed
Size Restrictions
Multiple exposures
In Store
 Role suitability of each medium:
In-store
Advantages Limitations
Closest to purchase Damaged displays
Information Talking to committed
Re-enforcement consumers
Clutter
 Any questions
please?