Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Summary – Advertising & Sales Promotions Chapter Nine Media Vehicles Learning Objectives: 1. Know about the different advertising messages media available to carry 2. Evaluation of Broadcast Media 3. Evaluation of Print Media 4. Evaluation of Digital Media 5. Evaluation of Out of Home (OOH) Media 6. Examine the pros and cons of each media option 9. Introduction 9.1 Introduction Media planning and media selection are increasingly becoming complex due to technology advancements. Digital media is sweeping the media landscape as it offers engagement possibilities. Main factors which can influence media selection are product type, target group, type of ad campaign, budget and availability of media space. Media vehicle refers to specific methods of media used by advertisers to deliver advertising messages to the target audience. It is different from media channel / class – TV, Radio, Print etc. If TV is a media channel / class, Star TV is media vehicle. Thus, first right channel / class is selected and later media vehicle is selected. It‟s the media vehicle which takes you to your ASHISH V. HATHI, [email protected], 9920345222 / 24140231 Summary – Advertising & Sales Promotions target customers. Media vehicles not only encompass conventional, new age media but also collaterals. The role of any media could be to deliver brand message, create brand relationship, sustain brand relationship, strengthen brand relationship and connect companies with customers. Message delivery is only the first step in connecting as it opens the door to touch a customer in a meaningful way with brand message. Each media channel / class and media vehicles with their „reach‟ and „viewership (readership)‟ have a significant role to play. Right mix of vehicles ensures meeting the advertising and media objectives Eg: print – generates awareness and reinforcement, TV – build awareness and persuasion, radio is suitable as a reminder medium, Outdoor can help as reminder and building initial awareness during product launches, the internet will help you to engage with the consumers. Advertising can thus become effective when suitable media is used to carry the message. The Time and space with chosen media vehicles needs to be booked to ensure release. Once, media scholar Marshall McLuhan has said “the medium is the message”. What he meant was that medium or manner, through which the message is transmitted, shapes the meaning of the message. People perceive media from their eyes and attach significance based on their life and stature. Thus their emotions, feeling, info gathering is attached to significance they give to respective media. Each media has own strengths and weaknesses. Different media available to advertisers are broadcast media like TV, Radio, Cinema, print media like newspapers, magazines, Out of Home Media like billboards, neon displays, digital media like internet, direct mail advertising, point of purchase advertising and other ASHISH V. HATHI, [email protected], 9920345222 / 24140231 Summary – Advertising & Sales Promotions media like yellow pages, product placements, infomercial, in-cinema etc. 9.2 Broadcast Media Broadcast media covers television and radio. Individuals spend 85% of time with broadcast media. However, it is fleeting thus once message appears, it‟s gone till it‟s repeated. Commercials are more intrusive than print as they are presented in stream during a program. In print, reader has choice to ignore add. 9.2 Broadcast Media a) Television Television as a media channel covers satellite, terrestrial, cable and iTV (Interactive TV) through which it reaches millions of viewers simultaneously and allows advertisers to make ad memorable and emotional. It has large viewership as one TV set attracts many viewers. However, there are few limitations of TV advertisements namely intrusive in nature thus ads get skipped, technology allows blocking of commercials, high cost of ads releases due to multiple vehicles – Star, Life Ok, Sony. It needs to be brief thus complete message can‟t be delivered. There are few advantages of TV advertisements as well such as it has high impact and a very creative medium. It has widest reach and widest demographic coverage. Ads can be directed at both the masses as well as a particular target audience by choosing broadcast time. Producer can combine audio-video-text and colors to make ad memorable and emotional. Also, with simple voice over's, same ad can become suitable for different regions / languages. ASHISH V. HATHI, [email protected], 9920345222 / 24140231 Summary – Advertising & Sales Promotions Prominent disadvantages of TV advertisements are that TV commercials are very costly to air & produce; it has so much of clutter, message needs to be repeated several time to get noticed and have lasting impression and it is considered as intrusive in nature as it comes in-between the ongoing program thus people skip watching commercials. b) Radio Radio as a media channel covers vehicles like AM, FM and community centers. Radio reaches lakhs of local listeners simultaneously. Wide variety of program especially on FM channel appeals to everyone thus you can target better. Radio is used as an excellent complimentary medium, suitable to create buzz and hype. Radio advertisement is most flexible as easy to produce and schedule. Advertisers can easily adjust their message to local market conditions and marketing situations. Radio is cost-effective medium appropriate for increasing brand awareness and drive direct sale. With radio, it is possible to target national and local audiences. Advantages of radio advertisement are namely low cost and thus cost-effective medium – low radio time and low production cost, low cost and other features allows advertisers to build reach and frequency both, offers high degree of audience selectivity available through the various radio stations, allows focused advertisement on specialized audiences such as certain demographics / lifestyle, commands high attention and radio encourages listeners to use their imagination when processing delivered message, leading to high level of engagement. Disadvantages of radio advertising are lack of visual image thus not possible to build emotional appeal, high ASHISH V. HATHI, [email protected], 9920345222 / 24140231 Summary – Advertising & Sales Promotions level of audience fragmentation due to large number of channels and stations, need frequent repetition due to low reach, increased clutter needs widespread vehicle selection thereby increasing cost 9.3 Print Media Print media covers newspapers, magazines, brochures etc. National dailies, weekly, financial newspapers are variations available. Same is with magazines. a) Newspapers Newspapers have wide reach, visibility and readership. Readership has different hues which gets captured during NRS and used by media planner for developing media plan. Newspapers give reach and frequency both. A newspaper advertisement cost is moderately high but low production cost makes it cost-effective per reach. Advantages of newspapers advertisements are numerous such as it has very good reach, With many newspapers being dailies frequency can be built quickly, readers are above average in terms of education and covers semi-literate to professionals, upscale individuals. Newspapers ads can be produced with extremely short deadline and it is possible to modify its content. It allows ads to be built in any size. Newspapers editorial equity ads legitimacy to the brand being advertised, being tangible form it allows reader to read at its own convenience, re-read if needed and newspapers ads are not intrusive as it allows reader to see ads for their requirements while others can ignore the advertisements. Disadvantages of newspapers advertisements are that with high readership and circulations their advertisement charges are very expensive, source of very high clutter, ASHISH V. HATHI, [email protected], 9920345222 / 24140231 Summary – Advertising & Sales Promotions printed on newsprints thus re-production is not very good, average lifespan is just few minutes in a day besides high percentage of media wastage likely – poor TG coverage, online editions reading etc. b) Magazine Magazine is referred as bundled publications with articles of interest, analyzed news, investigated stories etc. Magazines are classified by its publication frequency (weekly, monthly, bimonthly, quarterly), by type of audience (consumer, business, trade and professional). Magazine is a chosen medium by the reader thus most preferred and attention grabbing. Reader himself engages with the medium. Magazine classification helps you in proper targeting and offers far better print quality. Many special magazines are designed for welldefined consumer segments – Filmfare, Outlook thus ads in take can attract like minded people and thus more impactful. Advantages of magazine advertisement are like excellent reproduction quality of advertisement, offers flexibility in terms of types, size, placement of the advertising material, allows you to reach specific target audience, allows readers to read at their own time. Magazines are kept for longer duration, frequently used for reading thus offers frequency, message being seen and impact created. Disadvantages of magazine advertisement are like it is more costly than newspaper ads. Cost of ads rate differ based on popularity, circulation and readership and nature of readership they reach, their overall reach among the target audience is lower, longer lead time to ASHISH V. HATHI, [email protected], 9920345222 / 24140231 Summary – Advertising & Sales Promotions print, materials for print needs to be reached before scheduled dates thus less flexibility, can‟t offer frequency as they appear as per their print frequency and magazine advertisements also suffers from clutter especially more among popular magazines. 9.4 Digital Media The internet provides a cost-effective way to connect with prospects and consumers. It offers global connectivity. Internet attracts younger generation more. Websites as a digital media helps customers to find more information about the brand. Other digital media such as social media, banner ads, pop-ups, sponsorship, blogs, search engines. People are more engaged with social media. Digital media can enhance selling support efforts. Digital media are suitable for both B2C & B2B industries and it can enhance trial, comparison and demonstrations. Internet enables companies to gain exposure to potential customers at a fraction of the investment. It has the capability to target specific groups of individuals with minimum waste coverage as only interested individuals will visit the website. Advantages of digital media is its capability to offer precise targeting thus messages can be designed to appeal to the specific needs and wants of the target audience. As it is interactive, it provides strong potential for increasing customer involvement and satisfaction and almost immediate feedback for buyers and sellers. Disadvantages of digital media are few like it has ads clutter being such a powerful medium, consumer come to internet for some need and thus gets irritated by frequent ads like banner or pop-ups. Its reach is still ASHISH V. HATHI, [email protected], 9920345222 / 24140231 Summary – Advertising & Sales Promotions behind television due to poor infrastructure not allowing it to spread. There is no reliable research data to vouch for its reach and its user-friendliness depends on backbone infra such as download speed, broadband reach, Wi-Fi connectivity etc. 9.5 Out of Home Media Using outdoor board in a local market is a good way to extend reach and frequency. Outdoor boards also provide geographical flexibility for targeting. Outdoor boards can be signs by the road or hoardings at prime locations besides posters on buses, bus shelters, local trains etc. Modern outdoor mediums are like bulletin boards, posters, neon displays including shopping bags, uniforms and vehicles branding etc. Advantages of Out of Home Media are few such as it gives proper placement to get broad base of exposure possible thus gives you high rich, can be placed at many strategic locations, helps you to cover local to national market, can be creative and innovative thus medium to create awareness and recall. Outdoor ads with promotion can bring significant impact on sales. Modern print technologies have reduced production times thus it has rapid turnaround time. Disadvantages of Out of Home Media are few such as it gives high degree of waste coverage as everyone who pass by need not be target customers, exposure time is so low that it has to be limited to a few words or illustrations, due to high cost, it is an expensive medium for reach and now a days in many vantage points, OOH media face restrictions due to high rates of distraction to drivers resulting in accidents. ASHISH V. HATHI, [email protected], 9920345222 / 24140231 Summary – Advertising & Sales Promotions Next , Chapter 10 ‘Legal & Ethical Aspects of Advertising’ ASHISH V. HATHI, [email protected], 9920345222 / 24140231