Download ASP Unit 2 - KV Institute of Management and Information Studies

Unit II
Advertising and Sales Promotion
Media plan – Type and choice criteria – Reach and frequency of advertisements – Cost of
advertisements - related to sales – Media strategy and scheduling.
Table of Contents
2.1 Advertising Media .................................................................................................................... 2
2.1.1Steps to a Coordinated Advertising Campaign ................................................................... 2
2.1.2Advertising and its Purpose ............................................................................................. 2
2.1.3 Determinants Of Advertising Media .............................................................................. 3
2.1.4 TYPES OF ADVERTISING MEDIA ............................................................................ 5
2.2 MEDIA PLANNING .............................................................................................................. 15
2.2.1 STEPS IN MEDIA PLANNING...................................................................................... 15
2.2.2 Media Objectives .......................................................................................................... 17
2.3.1 TYPE AND CHOICE CRITERIA..................................................................................... 18
2.4 REACH AND FREQUENCY OF ADVERTISEMENTS ..................................................... 18
2.4.1 Reach versus frequency.................................................................................................... 19
2.5 Cost of advertisements ............................................................................................................ 20
2.5.1 TYPES OF COSTS OF ADVERTISEMENT ................................................................. 20
2.6 COST OF COMMUNICATING ADVERTISEMENTS........................................................ 21
2.7 ADVERTISEMENT COST IN RELATION TO SALES ...................................................... 22
2.8 MEDIA SCHEDULING ......................................................................................................... 23
2.8.1 FACTORS AFFECTING MEDIA-SCHEDULING ........................................................ 24
2.9 MEDIA SCHEDULING STRATEGIES ............................................................................... 25
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2.1 Advertising Media
Why It's Important
Since advertising is an important element of promotion, you will need to know about the
different ways a business can use advertising media to promote its image and products.
2.1.1Steps to a Coordinated Advertising Campaign
2.1.2Advertising and its Purpose
Advertising is any paid form of nonpersonal promotion of ideas, goods, or services by an
identified sponsor. Advertising is either promotional or institutional.
Promotional advertising is designed to increase sales. It introduces new products and
businesses, encourages an interest in products, and explains products and service features.
Institutional advertising attempts to create a favorable impression and goodwill for a business
or an organization by providing positive information about a business.
The most brilliant and original advertising ideas will be wasted if they are not presented
through the right media in the right place at the right time to the right people. Hence the selection
of right media is an important for achieving the objectives of advertising. However, before
explaining the factors which should be kept in mind for selecting the right advertising media, it is
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essential that we must know the meaning of advertising media. An advertising media is a means
or vehicle of delivering a definite message. It is a means through which an advertising message
or information is passed on to the prospective customers, readers, viewers, listeners or passersby.
For instance, producer seeks through advertisement media to keep in touch with old customers
as well as to attract new customers. Media are subject to intensive buying and selling activity.
Examples of media are newspapers, magazines, radio,television, direct mail, posters, film,
catalogues etc.
2.1.3 Determinants Of Advertising Media
Selection of the right type of advertising media is a difficult task. Any media that are
selected must be capable of accomplishing atleast the three main objectives :
1. It must reach the largest number of people possible.
2. It must attract their attention.
3. It must be economical.
But in practice there is hardly any single media that satisfies the above three objectives. There
are number of advertising media choices available to the company in India. However, the real
managerial task is to identify from among them the one (s) which is relevant for the company.
For this purpose the management should consider the following factors:
1. The Nature of the Product :
The nature of the product determines the choice of the advertising media. For
instance,cinema, television, colour periodicals would be the obvious choice for products like
fabrics and toilets requiring visual presentation. In this connection, management should develop
a product-media match.
2. Market Requirements :
While selecting advertising media, the companys market requirements should be
considered. When they meet these requirements, they lend themselves to good use. For example,
specialised high fashion colour magazines would be the proper media for consumers with high
income groups and sophisticated tastes. Similarly, outdoor media would be appropriate when
consumer action is to be induced at the point of purchase.
3. Advertising Objectives :
The advertising objectives also determine the type of media to be selected. For example,
the press is preferred to project a corporate image while radio and television are relevant to
product advertising.
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4. Distribution Strategy :
The advertising media should be compatible with the distribution strategy adopted by the
company.For example, if the company is selling through middlemen wholesalers and retailers
etc., then outdoor advertising media duly supported by television, radio and cinema etc. may help
to pull the product out of channel.
5. Nature of the Message and Appeals :
The nature of advertising message appeal also determines the advertising media for a
company. The media should be able to carry the message and appeal to the right persons in the
perspective. For example, if time is the essence of communication, daily newspaper and radio
may be the best choice. Mass consumption items like soaps, toothpastes, hair oil etc. may
determine television, newspapers as the best selection.
6. Budget :
The budget available for advertising purpose will decide the choice of media of
advertising. For example, a manufacturer having comparatively large funds for advertising may
choose television or radio or both as a media of advertising. On the other hand a medium or
small sized businessman may prefer newspaper and magazine as an advertising media.
7. Competitors Choices :
A company should also take into account the wisdom of competitors media choices
despite differences in advertising objectives and appropriations. It is not desirable to outright
dismiss their choices. Generally, the advertising media used by competitors are preferred so as to
make an impressive appeal for the product.
8. Media Circulation :
The company should take into account the circulation of the advertising media. Media
circulation must match the distribution pattern of the product. This applies to the press media.
Circulation should not be confused with readership. Circulation means the number of copies sold
after deduction of free copies, returns and other differences between the total number of printed
copies and total number sold at full price. The advertising media selected should have maximum
circulation, such as Hindustan Times etc.
9. Media Availability :
The question of media availability is quite relevant while considering advertising media
alternatives because not all media are available to a company at all times whenever required. For
instance, in 1973, and 1974, owing to acute newsprint shortage, space availability in national
dailies was a real problem.
10. Penetration :
How can we penetrate the market most thoroughly or how can we reach the greatest
number of potential customers is also an important factor influencing the choice of a particular
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advertising media. Shall we reach housewives at the kitchen-sink by means of television or radio
and which is likely to have the greater impact ? This fact should be considered.
11. Size and Nature of the Business Enterprise :
The size and nature of the business enterprise also play an important part in making a
choice for the advertising media. Different media will suit to departmental stores, chain stores,
small shops, manufacturers and producers etc. A big business enterprise may make use of
television, radio and newspapers having national network, whereas a small unit may prefer local
newspapers and cinema-slides etc.Thus the above factors ,are generally considered while
selecting the advertising media for selling the products.
2.1.4 TYPES OF ADVERTISING MEDIA
Mass media provides a perfect channel for advertisers who want their advertising
campaigns to make a big impact at a low cost. There are four key mass media channelsnewspapers, magazines, radio and television. These four channels form the major elements of a
media mix for any advertiser as they provide a large reach and increase the cost-effectiveness of
the advertising campaign.
Their attractiveness to advertisers also derives from the audio-visual characteristics,
credibility and selectivity they provide. There are several other media in use for advertising
communication and many of them may, in fact, be used exclusively for advertising, e.g., outdoor,
shop signs and window displays, direct advertising, etc.
Types of advertising media
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Print media
Broadcasting media
Outdoor advertising media
Direct advertising media
Internet advertising
Other advertising media
Print Media Advertising :
The print media consists of newspapers, magazines, journals, handbills, etc. No
newspaper or,journal, today, can survive without advertising revenue. Print media
advertising, even today, is the most popular form; and revenue derived by mass media
from advertising has, therefore, been progressively increasing year after year. Print media
appeals only to the sense of sight, i.e. eyes.
Print advertising includes printed advertisements in newspapers, magazines,
brouchers, and on printed surfaces, such as posters and outdoor boards. Readers find that
reading a publication is more flexible than watching or listening to broadcast because
they can stop and re-read, read sections out of order, or move through the publication at
their own speed. Because the print message format is less fleeting than broadcast and
more concrete, people tend to spend more time with print and absorb its messages more
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thoroughly. Print provides more detailed information, rich imagery, and a longer
message life.
Print media refers to the publications that are distributed in a printed form on
paper, such as newspapers, which must be delivered to customers in physical form either
through hand delivery or physical purchase. Print media is one of the most common
ways for people to stay informed about current events, technology, and other special
interests. Print media is extremely varied in terms of what sorts of topics are covered;
normal newspapers typically report relevant current events, but other periodicals may be
printed purely for entertainment or made for a specific interest, such as fashion, fitness or
a certain sport. Print media is relatively cheap and does not require access to technology,
such as a computer, to use. Periodicals and magazines are also extremely portable.
The importance of print media may decline in the future due to the rise of mobile
technology and the internet which allow users to access news and other information from
remote locations on demand. Basic forms of print media are:
1)
Newspaper:
The newspaper is a local advertising medium. It has local coverage in the sense
that it reaches almost all homes within the given area of its circulation. Newspapers are
generally published on a daily basis. Very few are published as weeklies. It has been
observed in India that about 40 percent of families living in urban areas read some sort of
a newspaper. There are many national newspapers, some state level newspapers and
some local newspapers. Newspapers depend on their circulation and select news,
features and editorial subjects to meet the needs and requirements of their readers.
2)
Magazines
The second form of print media is the magazine. It offers specialized information
to a special audience. Newspapers appeal to people in a particular locality; but
magazines reach special types of people in all localities. Magazines are subscribed to by
those people who have certain tastes, they may be interested in movies, households,
sports, politics, industry. These magazines are specialized publications.
Broadcast media
Broadcast media consists of (i) radio, (ii) television, (iii) motion pictures, (iv)
video, and (v) the internet. The radio is audio in nature, appealing only to the sense of
sound (ears). Radio advertising is more effective in rural areas, as compared to urban
regions. Television, as an advertising medium, is more attractive and effective because it
is an audio-visual medium appealing to both the senses of sight sound (eyes and ears).
Different methods, such as, spot announcements, sponsored programs, etc., are used for
broadcasting advertising messages. However broadcasting media are a very expensive
form of advertising. Advertising is also undertaken through movies, video, and the
Internet
1)
Television
Television is believed to be the most authoritative, influential and exciting of all
mediums. It is often said that television is the ideal medium for advertising because of its
ability to combine visual images, sound, motion and color. These characteristics allow
the advertiser maximum opportunity to develop the most creative and imaginative ad
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messages as compared to any other medium. However, in spite of several advantages
over other media, television does have certain problems that limit, or even prevent, its use
in specific situations.
2)
Radio
Today, radio has emerged as one of our major advertising media. It provides a very large
coverage of audience in urban and rural areas. Now almost every family has a radio set in
our country.Radio advertising in India was started in 1967 when a commercial service on
“Vividh Bharati” was started. Commercial broadcasting is now undertaken by Delhi,
Bombay, Madras, Calcutta, Poona,Nagpur and Bangalore stations etc. of All-India Radio.
Ceylon Radio Commercial Broadcasting is quite popular throughout the country.
Commercial broadcasting is a major source of income.Today, radio advertising is
extremely popular with both trade and industry as the demand exceeds the time. Radio
advertising may be described as„word of mouth advertising on a wide scale‟. The
advertiser delivers the message orally and not visually. It makes appeal to the ear and not
to the eye with the effect that the message is conveyed to the masses whether literate or
illiterate.
Advantages or Merits of Radio Advertising
Radio advertising is quite popular in India on account of the following advantages:
1. It has a wide coverage. Even illiterate people are covered under this media. It can
convey message even to small remote areas.
2. It is quite flexible as it can be used on a national or local level according to the need.
It gives message of the advertiser at the door of the prospects when they are in a
respective mood.
4. It easily catches the attention of the people.
5. Today radio advertising is a major source of income.
6. It claims the advantage of memorizing value. In this connection,psychologists say that
anything learnt through the ears is not easily forgotten.
7. Radio advertising affords variety of programmes including entertainment on account of
which the goodwill is developed.People buy the product advertised by radio because they
enjoy the free show.
8. Radio advertising has human touch unequaled by any other media.
Disadvantages, Demerits or Limitations of Radio Advertising
Radio advertising has the following disadvantages, demerits or limitations :
1. The message given by radio advertising is short-lived.
2. It is costly and is beyond the reach of small and medium sized advertisers.
3. It only appeals to the sense of hearing and thus does not portray visually a picture of
the package of the product.
4. It is not suitable for all kinds of products, such as industrial goods which are not
needed by the average radio listener. It is useful only for the goods of common use.
5. Radio advertisements are very brief and thus details cannot be elaborated.
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6. Since there is a multiplicity of advertisements in a very short time, it is most likely that
the listener may forget the name of the product.
7. There is no possibility of demonstration in case of radio advertising.
8. It is a selective media of advertising.
FM broadcasting :
FM broadcasting is a broadcast technology pioneered by Edwin Howard
Armstrong that uses frequency modulation (FM) to provide high-fidelity sound over
broadcast radio.
The term "FM band" is effectively shorthand for "frequency band in which FM is
used for broadcasting". This term can upset purists because it conflates a modulation
scheme with a range of frequencies.
Modulation characteristics Frequency modulation (FM) is a form of modulation
which conveys information over a carrier wave by varying its frequency (contrast this
with amplitude modulation, in which the amplitude of the carrier is varied while its
frequency remains constant). In analog applications, the instantaneous frequency of the
carrier is directly proportional to the instantaneous value of the input signal. This form of
modulation is commonly used in the FM broadcast band.
Internet
The Internet facility has developed around for some 30 years. It actually began in the
early 1960 in USA, where the US Department of Defense saw it as a means of supercomputer
communication for researchers and military facilities across the country. Until it commercial
explosed in 1990s, the Internet remained a relatively obscure network of linked computersmostly by academics, military researchers, and scientists around the world to send and receive
electronic mail, transfer files, and find or retrieve information from databases–At present,
Internet the fastest growing medium in history, offers incredible opportunities for a wide range
of people in both business and advertising. For advertisers, there is a whole new world of
potential customers.
Type of Internet Advertising :
Ads on the Internet can take a variety by forms. Most advertising on Internet can be
classified as websites, banners, buttons, sponsorships, interstitials, Meta ads, classified ads, and
e-mail ads. Websites :Some companies consider their whole website as an ad. However, a
website is more than an ad-it‟s an alternative location where customers, prospects, shareholders,
investors, and others can come to find out more about the company, its products and services.
Some companies use their website like an extended brochure to promote their goods and
services. Others treat their website as an online catalog store,conducting business right on the
Net. Still other website act in information and entertainment provides. Website typically consist
of a home page and an indefinite number of subsequent pages that users can visit for further
information. A web page refers to a single HTML (hypertext markup language) file, which,
when viewed with a browser, may actually be several screens long. A large website may have
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hundreds of these pages of information. This means the site contains hundreds of different
documents of various lengths (from 1 to 10 or more screen), each probably covering a different
subject.
Banners :
The ad banner is the basic form of web advertising. A banner is a little billboard that
spreads across the top or bottom of the Web page. At present one comes across larger banner ads
that can dominate the screen or even provide television commercials. When users click their
mouse pointer on the banner, it sends them to the advertiser‟s site or a buffer page.
Buttons :
These are similar to banners. They are small version of the banner those often look like
an icon usually provides a link to an advertiser‟s home page. Since they take less space than
banner, they are less expensive.
Sponsorships :
A form of advertising on the Internet that is getting popular is the sponsorship of Web
pages. Corporations sponsor entire sections of a publisher‟s Web page or sponsor single events
for a limited period of time, usually calculated in months. In exchange for sponsorship support,
companies are given extensive recognition on the site. Sometimes an added-value package is
created by integrating the sponsor‟s brand with the publisher‟s content. For instance, a Web
page on Olympics or some other spots can be sponsored by a business firm.
Interstitials :
This is a dynamic form of Net advertising. It is a catch all term for a variety of animated
ads that pop up on the screen while the computer downloads a website that the user has clicked
on. There are now many types of interstitials including pop -up windows, splashs creens,
superstitials, etc.
Meta Ads :
Used in search engines (such as Yahoo, Google,etc.), a met ad is an advertisement
displayed on the results page of a search, specific to the searched item. Meta ads are also
referred to as keyword advertising. This method enables an advertiser to target a specific
audience. Advertisers can pay search engines to display their banners only when relevant
keywords are searched for by a user. For example, if a user searched for the term “handicrafts
and handlooms”, the methods displayed might be for handicrafts and handloom items.
Classified Ads :
Another growing area for Internet advertisers in the classified ad websites. Some of these
websites offer free classified advertising opportunities because ad banners of other advertisers
support them. They are similar to newspaper classified ads. You can search for homes, cars, jobs,
toys, shoes etc.
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E-Mail Advertising :
Advertisers can send e-mail advertising to customers who have asked for it. It is similar
to direct mail advertising, and therefore, it is the most effective form of internet advertising.
However, there is too much of span via the e-mail. Span refers to unsolicited, mass e-mail
advertising for product or service that is sent by an unknown entity to e-mail addresses.
Outdoor advertising media
Outdoor advertising is one of the oldest means of communications. It was initially used as an
effective generative medium in the semi-urban and rural areas where the reach of other media
was negligible. However, today no advertising campaign is complete without the support of
outdoor component in major towns.
1) Billboard
A billboard is a large outdoor advertising structure typically found in high traffic areas such as
alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers.
Typically showing large, witty slogans and distinctive visuals, billboards are highly visible in the
top-designated market areas.
Bulletins are the largest, most impactful standard-size billboards. Located primarily on major
highways, expressways, they command high-density consumer exposure.
2) Posters
Posters are the other common form of billboard advertising, located chiefly in commercial and
industrial areas on primary and secondary material roads. Posters are smaller format than
bulletins and are viewed principally by residents and commuter traffic, with some pedestrian
exposure
The poster is really a large advertisement exhibited on a hoarding or on walls, roofs, fences, or
even high up in the sky. A really commanding effect can be produced by posters which costs
less than any other media. Design is the basis of all poster advertising. The poster should be
simple, attractive and capable of telling its story at a glance. Persons who look at posters are
generally in a hurry and pre-occupied. It must, therefore, be capable of telling its story at a
glance.
3) Railway stations
Advertisements placed on railway stations are similar to posters. The point to be remembered
here is that in case of suburban stations the passengers arrive and depart in haste. In long
distance stations, the passengers may have to wait for a considerable time before the train arrives
and his friends and relatives also come to the station to see him off. In the latter type of stations,
the reader has a longer period to read the poster.
4) Vehicular advertising
Vehicular advertising consists in placing posters inside or outside vehicles such as delivery vans,
omni buses, railway carriages, etc. There are certain contractors who specialize in this work and
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the necessary orders may be placed with them. The main disadvantage of this system is the small
size available for such posters. The advantage however is that these posters are fairly level with
the eye and can be easily read.
5) Field signs
Field signs are large boards placed along the route of railways and are visible from the windows
of the carriage. Obviously, these signs must have the maximum of legibility because they are
seen in a flash. The shorter the message the greater is the chances of it being read. For this
reason the general practice is to mention only the name of the article and use suitable colors such
as black or yellow which enjoy maximum legibility. These field signs, as well as painted signs,
are used merely as reminders and generally contain only the name of the brand.
6) Electric light signs
Signs illuminated by electricity are today to be seen in large number in cities. They may consist
of wooden letters studded with bulbs. The rent and the cost of current are high. The main object
here is to gain publicity. Sometimes with a view to attract the attention, colored bulbs are used
and the colors are changed at short intervals. Another device used to attract attention is to turn
on the lights on one letter at a time to give the impression of the sign being written by an
invisible hand. In case of advertising motorcars a picture of the motor-car may be illuminated
and a device used which gives the impression of rotation to the wheels.
7) Neon signs
They are brilliantly colored tubes available in various shades. They can be of the still or the
flashing type. These signs are more interesting and attractive than the signs built up by a number
of electric bulbs. In both these types of illuminated signs, the position is of paramount
importance as the cost is high.
8) Sandwichmen
Sandwichmen are persons sent out to walk in the streets with posters placed about them and are
suitable for theatrical announcements. This type of advertising is easily localized. Devices may
be used to attract particular attention to these sandwichmen. The proprietor of a Turkish bath
once sent his sandwichmen, dressed up in bath robes and with towels round their heads, to attract
attention. There are various other methods which bring in some novelty in advertising. The
influences of these are no doubt temporary but quite forceful. This form of advertising also
caters for persons who generally pay little attention to the usual forms
9) Transit advertising
Transit advertising is a close cousin to billboard advertising and in many instances it is used in
tandem with billboards. The phrase out-of-home media is commonly used to refer to the
combination of transit and billboard advertising. Transit ads may also appear as signage on
terminal and station platforms, or actually envelop mass transit vehicles, as exemplified in. One
of the latest innovations in out-of-home media is taxi-top electronic billboards that deliver
customized messages by neighborhood using wireless internet technology.
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10) Mobile billboards
Another outdoor medium is mobile billboards. Mobile billboards are the ads on small billboards,
that are mounted on trailers and they drive around and / or park in the geographic areas being
targeted.
11) Aerial advertising
Aerial advertising includes various vehicles – blimps with signs or computed-generated scroll
messages, airplane tows featuring planes pulling banners over beaches and ballparks, and
skywriting airplanes that trail smoke and write messages in the sky. These techniques can be
particularly effective if a large number of the target audience is assembled in a single location.
12) In-flight advertising
Another rapidly growing medium is in-flight advertising. As the number of flying passengers
increases, so too does the attractiveness of this medium. In-flight advertising includes four
forms:
i)
In-flight magazines:
Free magazines published by the airlines are offered on almost every plane in the air.
ii)
In-flight videos
In-flight videos have been common on international flights for some time and are now being
used on domestic flights.
iii)
In-flight radio
USA today’s in-flight radio is run by the same people responsible for publishing its newspaper.
iv)
In-flight catalogs
Twenty domestic airlines not offer in-flight shopping catalogs, with more than 90 percent of
passengers having access.
13) Miscellaneous other media
Kiosks: advertisers pay rates ranging from $1000 to $2500 a month for signage and interactive
ads on kiosks that are placed in malls, movie theaters, and other high-traffic areas.
2.1.5 Direct advertising media
Direct advertising is one of the oldest methods of reaching the consumer or a prospect.
Direct advertising is very comprehensive phrase covering all forms of printed advertising
delivered directly to the prospective customers, instead of indirect distribution like newspapers
or the magazines. The printed matter is distributed house to house by personal delivery, handed
to passers-by on the side-walkes, placed in the automobiles, struck under the wind-screen of an
automobile, handed over at the retail counters or may be sent through post. It is direct mail
advertising if it reaches by mail alone. It consists of following media
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1) Post cards
Post card is the most widely used form to direct advertising because of its high attention value
and economy. It is designed to get direct and immediate attention of the recipient. Post cards are
used to carry brief messages, to acknowledge the orders, to announce the next mailing, to tease
the address, to make an offer, to answer an enquiry and to bring the mailing list up-to-date.
2) Broad-sides
Broad-side is a large size advertising folder.
3) Book-lets:Book-let is a very small book consisting of not more than 8 to 10 pages
4) Catalogues
Catalogue is quite similar to the book-let in physical make-up, except that it is much larger and
presents wider range of products of the business house.
5) Sales letters
Letter or sales letter is the silent ambassador of the firm speaking about the company products
and consumer satisfaction. A sales letter sells first the name of the company then the products or
the services.
6) Gift-novelties
Gift advertising or specialty advertising is the medium that employs useful articles known as
advertising specialties or the gift-novelties that are imprinted with the name and address and the
sales message of the advertiser. These are presented to selected audience free of cost or
obligation. These act as goodwill or reminders gift.
7) Package inserts
The phrase ‘package inserts’ is used in a broad sense and includes packages, labels and inserts.
Though a package is a container protecting the contents and facilitating easy handling, storage
and transportation, it is a very effective means of carrying message about the product. Thus, it
acts as a medium of advertising. For better results, the advertising message on the package must
be short, illustrative giving product features and uses.
8) Sampling
Sampling is that method of direct advertising where the advertisers distribute samples of the
product to prospective customers free of cost. This sampling works on the theory that a product
once tested by the use will sell itself. Sampling is done in cases of those products that are
cheaper and have repeat sales.
9) Leaflet
A leaflet is a single printed sheet. It is used to explain the message fully.
DISPLAY OR INDOOR PUBLICITY
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To display the goods means to show the goods to the people in order to induce them to
enter the shop to buy them. It is a device by which customers and people are attracted to the
shop.
Importance of Display :
1. It is only the part of the publicity which allows the people to touch the products, to handle
them or to actually see them. It is more realistic in salesmanship.
2. Another importance of display is that display is an important dealer aid. The display technique
helps the dealers to conduct an effective publicity.
3. The third importance factor that has given importance to display is that, it attracts the attention
of the prospects and makes the people walk into the shops.
4. Lastly Display is importance to its effects not only on prospects but also on suspects. It makes
the message directly to the prospects through their eyes.
Different Forms of Displays :
(a)Window Display :If refers to showing of goods in the window of the shop. Window of a shop
means a part of the front portion of the shop which can be seen from outside. Windows are
meant for outsiders to keep in.Window display technique is used by retailers or small
businessman because they can‟t afford to spend on other Medias.Window display is used for all
types of consumer goods. It makes people eager to know and see the products.
Interior Decoration : It refers to the various designs and equipments used by a retailer inside his
shop. Showcases, counters, lighting arrangement, ventilation etc. It creates a pleasant atmosphere
for the prospects and increases their comforts.Effective interior decoration does not require lot of
space but it makes appropriate use of the available space to provide for easy movement and get
up.
(c)Counter Display:It refers to arranging the products located within the shop. Counter display
helps the customer to know about all the items which are available in the shop. Such a facility is
not available in window display because all the items cannot be presented in the window.A good
salesman must see that he should not show any goods which may go against the window display.
Secondly, counter display must bring out as many varieties as are related to the particular type
displayed at the window. Thirdly, the salesman must see that goods are not placed one upon the
other.
(d)Showcases :In this type, the items are presented in a cupboard with glass front of cabinets
with glass front. These are similar to window display in the sense that, the showcases should be
rectangular, items should be placed horizontally. In showcases,items of similar nature and even
size should be grouped together so that, the customer knows the varieties of the same type
available. The showcases should contain all the items available in the shops.
(e)Showrooms : A showroom is used by many producers or dealers not only to expose goods for
sale but also demonstrate the uses and the working of the articles. It is meant for presentation of
technical products, sophisticated goods etc. which require lot of explanation before buying the
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products. Showrooms have technically qualified persons to assist the customers when they visit
the showrooms and also advice and guide them to understand the goods better.
(f)Exhibitions :The trade exhibitions are meant for introducing new products or latest
innovations in the fields of business. They are organised by Trade Associations of Chamber of
Commerce.The main idea behind exhibitions is that various traders, manufacturers etc. can be
induced to visit and get information about the products displayed.In exhibition there is only
present Action of the products and no sale takes place. For this purpose, the stalls are decorated
and the items are presented in an attractive manner. Exhibitions have mass approach because
many people visit them.
(g)Trade Fairs : Trade fair is similar to exhibition except that in the trade fair not only the items
are exhibited but are also sold. Besides, entertainment items are staged to attract hundreds of
people. Thus, there is business and fun in the trade fairs.
2.2 MEDIA PLANNING
Media planning is an exercise to find the best medium or combination of media that will
produce the best overall effect relative to the needs of the advertised brand. Media planning in
general should involve optimum benefits in the long run. The media mix, in terms of balance of
usage for TV, radio and print media or other types of media vehicles, should be such that the best
utility of the advertising budget is obtainned, and duplication of audience is avoided as far as
possible. There is no single best media strategy that is applicable in varied situations or
sometimes even in similar situations. Media strategies also differ because of changing situations.
For example,the state of the economy changes just as consumers‟ tastes change. Advertisements
for luxurious cars would therefore not be effective during times of economic depression.
Similarly, advertisements about blue jeans, when jeans are not in fashion,would not have much
impact.To select the right media and to search the right target audience for a desired response the
advertiser or his advertising agency should go for a systematic media planning.
2.2.1 STEPS IN MEDIA PLANNING
The following are the steps in media planning:


Decide Target Market :It is necessary to decide specific market where planned efforts can
be directed.
Media Objectives :Media objectives are often stated in term of reach, frequency, gross
rating points and continuity.
(a) Reach : It refers to the number of different persons or household exposed to a
particular media schedule at least once during a specific time period.
(b) Frequency :It refers to the number of times within the specified time period that an
average person or household is exposed to message.
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(c) Gross Ratings Points :It refers to the total weight of a media effort in quantitative
terms. GRP‟s are equal to each multiplied by average frequencies. E.g. 80% of the homes watch
Chitrahar and they are exposed on aver age 2.5 times within the 4 week period.
The total impact or GRP‟s = 80 × 2.5=200.
(d) Continuity: It refers to the timing of the media insertions.

Selection of Media Types : Every media plan requires that specific media types to be
selected.
There are a number of advertising media available to the advertiser for advertising the goods etc.
These may be grouped under the following heads:
1. Press Advertising Media
(a) Newspapers and (b) Magazines and Journals.
2. Outdoor or Mural Advertising Media
(i) Posters, (ii) Advertising Boards, (iii) Sandwich Boards, (iv) Electric Display, (v) Vehicular,
(vi) Sticker, and (vii) Sky Writing.
3. Direct Mail Advertising Media
(i) Circulars, (ii) Price lists, (iii)Booklets, (iv) Leaflets, and Folders, (v) Business Reply Envelops
and Cards, (vi) Gift Novelties, and (vii) Personal Letters.
4. Broadcast Advertising Media
(a) Radio, (b) Television
5. Promotional Advertising Media
(i) Window Display, (ii) ShowRoom, (iii) Exhibitions and Fairs, (iv) Interior Display, (v) Trade
Shows,
(vi) Samples, Coupons and Premiums etc.
6. Miscellaneous Advertising Media
-(a) Cinema and Cinema Slides, (b) Speciality Advertising, (c) Purchase Point Advertising, and
(d) Video Advertising etc.
4.Selecting Specific Media Vehicle :
Once a decision is made on media types, specific media vehicles within each medium must be
chosen.
Media Mix:Once the media selection is decided upon, the next step is to determine the mix of
the media one must use. This will be arrived at by considering the advertising company’s
marketing objectives, its target market, media characteristics, and its matching with the target
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market. The overall advertising budget also influences the nature of such mix, in addition to the
available audience. For example, to achieve certain advertising objectives, one may require using
a mix of 50% newspaper, 25% magazine and the rest 25% television. However, more than one
mix may fulfill the advertising objectives, and yet be within the overall budget cost. But one
should aim at balanced mix. Some advertisers prefer to concentrate on one media type mix
whereas others like to have a widely varied mix. While the former offers the advertiser an
opportunity to make a great impact on a specific market segment, the latter, being an assortment
of media, can deliver different messages about the same product in different market segments
more effectively.
Media Buying :The specialist who is the counter part of the media sales representative is the
media buyer. Most of these specialists work for advertising agencies, although some are retained
by advertisers and some work for firms of media specialists who offer media buying services to
both advertising agencies and advertisers. Media buying service is likely to be more personal and
direct.
The media buying specialist helps to decide what media should be used for a product, purchases
the media, and controls and evaluates the performance of the media purchased.
There is growth of Media Buying Units (MBUs) throughout the world. Advertising Agencies
merge and form a group and then setup an independent MBU to buy advertising space. The
MBU benefits not only the advertising agencies, and the advertisers because of cost -effective
rates, but also the media sellers. The media sellers can negotiate for rates, with one media buying
unit on behalf of a group of ad agencies.
5. Allocation of Funds: The planner should than decide on the amount of funds that would be
allocated to each media type and vehicle.
6. Media Scheduling: Media scheduling could be used depending upon the requirements of the
advertisers.
2.2.2 Media Objectives
1. Reach the target audience
•
Demographic, geographic, lifestyle / attitude
•
Single-source tracking services
2. Determine geographic scope of media placement
 Distribution area determines media choice
 Geo-target regions of high-purchase density
3. Identify the message weight
 Gross impressions, potential ad impressions, message impressions
 Between-vehicle / within-vehicle duplication
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2.3.1 TYPE AND CHOICE CRITERIA
Media choice / selection
Media selection or media choice is the process of choosing the most cost-effective media
for advertising, to achieve the required coverage and number of exposures in a target audience.
The purpose of media choice is to transmit the message of advertising to the target audience
effectively and economically
The choice of media involves the selection of particular source or vehicle of
advertisement and its utilization over a period of time. The constraints in the media choice are
the requirements of a suitable message, the nature of the audience and the budget. Therefore, the
media planner should consider them seriously and purposively.
The effectiveness of an advertising message and medium depends on the class of
medium, media vehicles and uses of the media over time. The number of vehicles, the quality of
the vehicle and scheduling are important considerations in media selection. Several factors are
borne in mind at the time of media choice, such as:
1)
Audience composition
It refers to the characteristics of the people in the target audience. Some media have greater
impact on the target audience while others have less impact on them. Audience composition is
used as the primary means of activities.
2)
Audience coverage
It refers to the capacity of the media to reach a large audience within a particular range.
Coverage can be extended by adding new media to the schedule because their deliver potentials
are increased by such activities.
3)
Frequency
It refers to the number of different times the same person is exposed to the advertising message
during a particular period.
4)
Continuity
It is a function of the media schedule and is a measure of the regularity of the advertising effort.
5)
Qualitative aspects
These aspects of media selection refer to the receptive frame of mine of the audience to act upon
the advertisement message.
2.4 REACH AND FREQUENCY OF ADVERTISEMENTS
Reach: the number of people/households in a target audience that will be exposed at least once to
a media vehicle during a given time period.
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Frequency: average number of times an individual is exposed to a media vehicle during a given
time period.
An important aspect of an advertising campaign is how many different members of the target
audience can be exposed to the message in a particular timeframe, which is a measure of the
campaign’s reach. Different or unduplicated audiences are those that have atleast one chance of
being exposed to a message. Most advertisers realize that a campaign’s success is due in part to
its ability to reach as many of the targeted audience as possible. Consequently, many planners
feel that reach is the most important objective, and that is the place to start in figuring-out a
media plan.
Reach is the number, households, or businesses in a target audience exposed to media vehicle or
message schedule atleast once during a given time period. A time period is normally four weeks.
In other words, how many targeted buyers did the ad reach within a specific time period.
While the reach estimate is based on only a single exposure, frequency, the rate of exposure,
estimates the number of times the exposure is expected to happen. Frequency is the average
number of times an individual, household, or business within a particular target market is
exposed to a particular advertisement within a specified time period, again, usually over four
weeks. Or, how many times did the person see the ad during the campaign?
2.4.1 Reach versus frequency
A media plan with a fixed budget can be strategically designed to reach a lot of people a few
times, or a few people a lot of times. This is the trade-off between reach and indicate
opportunities to employ timing in the media plan
Reach vs. Frequency





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Is it more effective to touch 100 potential customers once or 25 potential
customers four times?
Which marketing campaign do you think would get better results: the one that
contacts 100 customers one time, or the one that contacts 25 customers four
times? Your expenses are nearly identical for both campaigns, but the results
aren't.
Reach and frequency are terms generally used when planning advertising
campaigns. However, the concept of reach and frequency applies to any
promotional activity you undertake: direct mail, direct selling, and even
networking.
Reach is the number of people you touch with your marketing message or the
number of people that are exposed to your message. Frequency is the number of
times you touch each person with your message.
Marketing is the process of building a business relationship with potential
customers. Have you ever established a lifelong friendship with someone you had
contact with only once? Probably not. Generally friendships (and all
relationships) grow as a result of frequent contact over time.
2.5 Cost of advertisements
Firms can choose to vary the number of times a particular advertisement is repeated, or
they can decide to alter the combination of advertising media used. How the cost of achieving a
sale varies with these changes is another factor affecting the optimal level of advertising. If
advertising costs per unit of output fail, this will put firms with a small market share at a
disadvantage unless they multi-product firms able to capitalize on advertising a common brand
name.
The presence of an advertising threshold could be one reason why unit advertising costs
decrease. Threshold effects relate to the observation that a certain absolute amount of
advertising has to be undertaken before any increase in sales is noted.
2.5.1 TYPES OF COSTS OF ADVERTISEMENT
There are two general types of advertising costs:
Costs of producing advertisements
It includes advertising agency remuneration. There are six methods used to remunerate the
agencies for their varied services
1)
Commission
The most traditional method for compensating advertising agencies for their services is through a
‘commission system’. The agency is paid a fixed commission from the media on any advertising
space or time purchased for the advertiser. The rates for outdoor media are slightly higher. This
is a simple system to determine the amount of commission.
Agency compensation method of paying agency services
Assume an agency prepares a full-page magazine advertising, and arranges to place the
advertising on the back cover of a magazine at a cost of Rs.100000. The agency places the order
for the space and delivers the advertising to the magazine. Once the advertising is run, the
magazine will bill the agency for Rs.100000, less the 15 per cent (Rs.15000) commission. The
media will also offer a 2 per cent cash discount for early payment, which the agency may pass
along discount on the net amount, or a total of Rs.98300 as shown in the table below. The
Rs.15000 commission represents the agency’s compensation for its service.
2)
Fee arrangement
There are two basic types of fee arrangement systems. In the straight or fixed-fee method, the
agency charges a basic monthly fee for all its services, and credits to the client any media
commissions earned. Agency and client agree on the specific work to be done, and the amount
the agency will be paid for it. Sometimes agencies are compensated thorugh a fee-commission
combination, in which the media commissions received by the agency are credited against the
fee. If the commission are less than the agreed-on fee, the client must make-up the difference. If
the agency does much work for the client in non-commissionable media, the fee may be charged
over and above the communications received.
3)
Cost-plus agreement
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Under a cost-plus system, the client agrees to pay the agency a fee based on the costs of its work
plus some agreed-on profit margin. This system requires that the agency keep detailed records of
the costs it incurs in working on the client’s account. Direct costs plus an allocation for overhead
and a makeup for profits determine the amount the agency bills the client.
4)
Incentive-based compensation
Many clients these days are demanding more accountability from their agencies, and tying
agency compensation to performance through some type of incentive-based system. While there
are many variations, the basic idea is that the agency’s ultimate compensation level will depend
on how well it meets predetermined performance goals. These goals often include objective
measures such as sales or market share as well as more subjective measures such as evaluations
of the quality of the agency’s creative work. Companies using incentive-based systems
determine agency compensation through media commissions, fees, bonuses, or some
combination of these methods. The use of performance incentives varies by the size of the
advertiser, with large advertisers the most likely to use them.
5)
Percentage charges
When the agency purchases various services from outside providers, they do not allow the
agency a commission and to cover-up administrative costs and a reasonable profit for the
agency’s efforts, a mark-up of ‘percentage charges’ for such services is added to the bill. These
services may include market research, artwork, photography, printing, and other services
6)
Speculative basis
Though speculation is a market feature of risky and uncertain business areas, it is resorted to
vary rarely in advertising field. Under this method, the agency speculates the future trends of the
business of the client, and plans to charge accordingly. Every business house is to undergo the
period of ups and downs both in short-term and long-term periods. The agency charges very
little during the period of crises or may not charge at all. Once the client turns the corner and is
in sunshine, it will recover even what is lost during dark phase. This policy is liked by many
clients as agency goes in tune with the company’s ups and downs as a real friend who proves ‘a
friend in need is friend indeed’.
2.6 COST OF COMMUNICATING ADVERTISEMENTS
Costs of communicating advertisements should not be expensed until the dissemination service
has been received. For example, the costs of purchasing television or radio airtime should not be
expensed until the advertisement is aired
1)
Cost of advertising on T.V:
The cost of a television ad spot is a complex matter on its own. Prices vary depending on
time-slot, length, demographic, channel, program, and month. Television commercials are
commonly thirty to sixty seconds long. Although it can be shorter than this, ten to twenty second
commercials are seen very rarely and only serve well as a reminder to the audience by increasing
its frequency. Prime-time slots are generally more expensive than any other slot during the day
since this the time when most people are in tune. In the same manner, purchasing slots when
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popular programs and sitcoms are scheduled to air are also more expensive than their less
popular counterparts. If you wish to save on costs, opt for the less watched programs which you
will find incredibly cheaper. Another option is hiring agencies that can both produce your
commercial and offer you cheaper costs on T.V slots. They know the business so they are aware
when the price increases or fluctuates.
All in all, everything is negotiable when it comes to T.V. advertising costs. Of course, not
everyone will opt for an advertising agency because so many individuals only assume that it will
turn-out to be expensive. In truth, agencies can save you a lot of money especially for first time
advertisers. They are the right people who can explain elaborately the ropes of the company
every advertiser should know such as how to make a T.V. advertisement or the benefits of using
DRTV over brand commercials. But of course, do not rely on them to make miracles for you. It
helps to learn how to negotiate with them too.
2)
Newspaper advertising costs:
One of the most cost-effective methods for promoting your business is through the use of
newspaper advertising inserts, also known as preprints, pre-sorts or free-standing inserts. The
main feature for this advertising vehicle is the free-standing nature. Usually, this advertising
medium is pre-printed and then inserted into the body of the newspaper. Since they are freestanding these inserts will drop into the reader’s lap alerting the reader of the business message at
hand. They provide a type of instant messaging that will attract atleast a cursory perusal that, if
your product and/or services are something necessary in the reader’s daily life, will lead them to
read on. Many varying types of retail outlets employ the use of pre-printed inserts that announce
new arrivals, discounts, seasonal offering, or weekly specials.
3)
Internet advertising costs
Here are some basic ways how can these social media site to keep your internet
advertising cost low.
Youtube.com is a web 2.0 site that allows you to view and post videos for free. On youtube.com
you can watch music videos, sports highlights, T.V, episodes, and just about any non-adult video
can be viewed. Because youtube.com allows you to post videos on their site for free, you know
have the ability to upload and promote yourself or business to millions across the globe can
view. Uploading view on youtube.com is a very effective way to keep your internet advertising
cost low. A few more social media sites you can use to keep your internet advertising cost low
are facebook.com, myspace.com, and twitter.com
2.7 ADVERTISEMENT COST IN RELATION TO SALES
All advertising efforts and costs are directed mainly towards the achievement of business,
marketing, and advertising objectives, i.e., to increase the sales turnover and thus to market the
maximum profit. The advertiser spends lack of rupees in advertisements. In the background of
all these efforts, is an attempt to attract the customer towards the product through advertising.
As soon as the advertising campaign is over, a need is generally arisen to measure the
effectiveness of the campaign. Whether, it has achieved the desired results, i.e., desired sales
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profitability or results in terms the change in customer’ behavior in favor of the company’s
product which will naturally, affect the future sale of the product
We can correctly assume that some sales will occur even though there is no advertising or little
advertising or conversely there will be no increase in sales after the point of saturation is reached
or it may be that sales will show a decreasing trend at this point in spite of large amount of
expenditure on advertising is done. It is so because advertising is not the only variable that
affects the sales.
By stimulating the development of new products, advertising helps to increase competition.
Many economists believe that increased competition leads to lower prices, thereby benefiting
consumers, and the economy as a whole. These economists also argue that by interesting
consumers in purchasing goods, advertising enables manufacturers and other to sell their
products in large quantities. The increased volume of sales enables companies to produce
individual units at lower costs and ultimately to raise profits in following two ways:
1)
The primary purpose of the advertising must be to generate sales, and these sales must be
capable of being traced specifically to the advertising
2)
The advertising must result in probable future economic benefits
In order for the costs of advertising to be capitalized, sales derived there from must be tracable
directly to the advertising. The entity must maintain records that identify customers making
purchases and the advertisement that customers responded to. Acceptable documentation
includes the following example:
1)
Files indicating customer names and the applicable direct response advertisement
2)
A coded order form, coupon, or response card, included with and advertisement that
includes that customer name; and
3)
A log of customers placing phone orders in response to a number appearing in an
advertisement, linking those calls to the advertisement.
Estimating incremental sales resulting from advertising investments confront the following
issues:
1)
It is necessary to specify which variables affect the response in a cause-effect relationship
2)
Given an understanding of which variables are likely to influence that response, it is
important to consider how they affect it-whether an increase in the level of advertising
investment is at a point where it is likely to result in increasing, constant or diminishing returns
3)
The duration of advertising; i.e., how past advertising affects current response is also a
key consideration.
2.8 MEDIA SCHEDULING
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Every advertiser wants to issue more advertisements to target audience to remind them of
product or services provided by him. But advertisement budget puts a limitation on advertiser.
For optimum use of money available for advertising, appropriate media scheduling is done.
Media scheduling refers to decision regarding date or time when advertisement is to appear,
frequency of ads, etc. media scheduling starts after selection of the media and media-mix.
Scheduling is defined as the determination of the time when each items of preparation and
execution should be performed. The term scheduling has two meaning in adverting circles.
MEDIA SCHEDULING

Media schedule:
– Specifies exact media to use and when to use it

Advertising exposure:
– Defines degree to which the target market will see an ad message in specific
vehicles

Impressions:
– Measures number of people exposed to a message in one or more vehicles
FACTORS AFFECTING MEDIA SCHEDULING

Match between the target market profile and the people reached by different media
vehicles

Advertising patterns of competitors

Capability of medium to convey desired information

Compatibility of product with editorial content
Cost per Thousand (CPM) –
– compares the relative cost efficiency of different media vehicles
– reflects the cost to deliver a message to 1000 people
– ($ cost of ad/# of people reached)*1000
2.8.1 FACTORS AFFECTING MEDIA-SCHEDULING
Following are the main considerations in media scheduling:
1)
Nature of product:
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If product is seasonal then more frequent advertising can be done in peak season and less
advertising can be done in off-season period. Similarly festival-related products can be
advertised more during festival days. Products having demand throughout the year will be
advertised regularly throughout the year.
Automobile-manufacturer will issue more
advertisements in the beginning of the year as they can promote the sale of automobiles in new
model-year.
2)
Nature of target audience:
If target audience consists of school/college going students and advertisement is to be
shown though television, it will be of little use if it shown in before-noon-period because at this
time, most of target audience will be in school/colleges. So such advertisements should be
shown in after-noon, evening or night. If target audience consist of working class and
advertisement is to be shown through television, it should not be shown in the day-time as targetaudience will be busy in their offices, such advertisements should be shown in evening or night.
3)
Stage of product-life cycle:
If product is in introduction stage, then it needs more frequent advertising in popular
media; when the product is well-established, then advertising frequency can be less.
4)
Competitor’s scheduling
If competitors have started issuing big-size advertisements at shorter interval of time,
then advertiser too has to adjust it media-scheduling accordingly.
5)
Advertising-budget
If ad-budget is more, then advertiser can afford advertising at shorter intervals of time in
popular media, i.e, he can afford full page advertising in newspaper, cover-page advertising in
magazines, prime time advertising in television. But if ad-budget is less then media scheduling
will be different. In this case, relatively cheap media is selected and advertisements are issued
less frequently.
6)
Rating of different T.V. programs
The advertiser should decide the time of issuing T.V. advertisement according to latest
crating of T.V. programs
7)
Government policy
If government is expected to change excise duty or custom duty and is such change is
going to increase the price of our product, then advertiser will advertise it heavily, that ‘purchase
the product before the expected hike in prices’. In such case advertisements are repeated at short
interval of time. This practice of media scheduling is very common in India in pre-budget
period.
2.9 MEDIA SCHEDULING STRATEGIES
Following are the main media scheduling strategies
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1)
Continuous option :
Under this strategy advertisement will run throughout the year. The amount of advertising
budget is divided equally among different months. This strategy is usually used for the products
which are sold throughout the year and for products of daily use. For example, for toothpaste,
shampoo, soaps, etc., continuous option is adopted. In this strategy, advertising is done on a
regular pattern without gaps, i.e., there is no non-advertising period. This strategy helps the
advertiser in constantly reminding the target audience about its product. But in this strategy,
advertising is not decided on the basis of actual requirements; rather ad-expenditure is spread
evenly throughout the year. It may result in over-advertising in a period when less advertising is
required and under-advertising in a period when more advertising is required.
Rising continuity
This pattern is used when the advertising circles around a particular event. E.g. the advertisement
for Paints generally increases during the festive seasons like divali.
Falling continuity
This pattern may follow an initial burst to launch a new product or to inform a product
modification.
2)
Flighting option:
This strategy refers to advertising in time gaps. At some time periods, there are heavier
advertising and at other time there is no advertising, i.e., advertising in a certain period and
advertising not at all in another period. This strategy is adopted by companies selling seasonal
and festival related products. In this strategy advertising is done only during purchase cycles.
In this strategy continuous advertising is not done, rather advertising is done in flights. During
some parts of the year advertising is done and in some parts of the year no advertising is done.
This strategy is suitable for companies producing seasonal products like ads of air conditioners,
ads of woolen garments, etc. In this option, advertisements are done in accordance with the
purchase cycles. This strategy has one weakness, i.e., target audience may forget the advertiser’s
product brand in no-advertising period. It may result in less awareness and less interest of
audience in no-advertising period.
3)
Pulsing option:
In this strategy, advertisement will run throughout the year. But at certain time period, ad
expenses will be less; and at other time period, ad expenses will be more. This strategy is a
combination of first two options. In this option continuity of advertising is made, but the
amounts of ad expenses are not same throughout the year. In some parts of the year ad expenses
are more and in other parts of the year ad expenses are less. In this option there is no ‘nonadvertising period’.
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