Media.ppt

Media Media

Mr. Amit GargMr. Amit GargAssistant Professor,Assistant Professor,

Deptt. of Management Studies,Deptt. of Management Studies,Malout Institute of Management & Information Technology, Malout Institute of Management & Information Technology,

Malout - 152107Malout - 152107Distt. Muktsar (Punjab)Distt. Muktsar (Punjab)

84271-0500284271-05002Email: Email: [email protected]@gmail.com

Media Media

Mass media denotes a section of the media specifically Mass media denotes a section of the media specifically designed to reach a large audience. The term was coined in the designed to reach a large audience. The term was coined in the 1920s with the advent of nationwide radio networks, mass-1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines. However, some forms circulation newspapers and magazines. However, some forms of mass media such as books and manuscripts had already of mass media such as books and manuscripts had already been in use for centuries.been in use for centuries.

Mass media includes Internet media (like blogs, message Mass media includes Internet media (like blogs, message boards, and video sharing) because individuals now have a boards, and video sharing) because individuals now have a means to exposure that is comparable in scale to that means to exposure that is comparable in scale to that previously restricted to a select group of mass media previously restricted to a select group of mass media producers.producers.

Types of mediaTypes of media

Advertising media, various media, content, buying and Advertising media, various media, content, buying and placement for advertising placement for advertising

Electronic media, communications delivered via electronic or Electronic media, communications delivered via electronic or electromechanical energy electromechanical energy

Digital media, electronic media used to store, transmit, and Digital media, electronic media used to store, transmit, and receive digitized information receive digitized information

Electronic Business Media, digital media for electronic Electronic Business Media, digital media for electronic business business

Hypermedia, media with hyperlinks Hypermedia, media with hyperlinks Multimedia, communications that incorporate multiple forms Multimedia, communications that incorporate multiple forms

of information content and processing of information content and processing

Print media, communications delivered via paper or canvas Print media, communications delivered via paper or canvas Published media, any media made available to the public Published media, any media made available to the public Mass media, all means of mass communication Mass media, all means of mass communication Broadcast media, communications delivered over mass Broadcast media, communications delivered over mass

electronic communication networks electronic communication networks News media, mass media focused on communicating news News media, mass media focused on communicating news News media (United States), the news media of the United News media (United States), the news media of the United

States of America States of America New media, media that can only be created or used with the New media, media that can only be created or used with the

aid of modern computer processing power aid of modern computer processing power Recording media, devices used to store information Recording media, devices used to store information Social media, media disseminated through social interaction Social media, media disseminated through social interaction

Media class: general category of message delivery systems Media class: general category of message delivery systems available to carry advertising messages to targeted audience. available to carry advertising messages to targeted audience. Eg: print media, broadcast media, outdoor mediaEg: print media, broadcast media, outdoor media

Media sub class (medium): newspapers, magazines, TV etcMedia sub class (medium): newspapers, magazines, TV etc Media vehicle: specific message carrier within medium. Eg: Media vehicle: specific message carrier within medium. Eg:

star sports, tribunestar sports, tribune Media schedule: specifies media scheduling & timing Media schedule: specifies media scheduling & timing

decisions decisions

Media Planning process Media Planning process

Involves the process of designing a scheduling plan that shows how advertising time and space will contribute to the achievement of marketing objectives

Media Planning/strategy processMedia Planning/strategy process

Advertising Strategy

Advertising

Objectives

AdvertisingBudget

MessageStrategy

MediaStrategy

Media Strategy

• Audience Selection• Objective Specification• Media and Vehicle

• Media Buying

Marketing Strategy

Media planning involves coordination the coordination of Media planning involves coordination the coordination of three levels of strategy formulations:three levels of strategy formulations:

Marketing StrategyMarketing Strategy

Advertising StrategyAdvertising Strategy

Media StrategyMedia Strategy

4. Buying media

Media-Planning ProcessMedia-Planning Process

1. Selecting the target audience

2. Specifying media objectives

3. Selecting media categories and

vehicles

Selecting the Target AudienceSelecting the Target Audience

Four major factorsFour major factors

Buyographics

Lifestyle/psychographics

Geographic

Demographic

Specifying Media ObjectivesSpecifying Media Objectives

1.1. What proportion of the population should be reached with What proportion of the population should be reached with advertising message during specified period (reach)advertising message during specified period (reach)

2.2. How frequently should audience be exposed to message How frequently should audience be exposed to message during this period (frequency)during this period (frequency)

3.3. How much total advertising is needed to accomplish reach and How much total advertising is needed to accomplish reach and frequency objectives (weight)frequency objectives (weight)

4.4. How should the advertising budget be allocated over time How should the advertising budget be allocated over time (continuity)(continuity)

5.5. How close to the time of purchase should the target audience How close to the time of purchase should the target audience be exposed to the advertising message (recency)be exposed to the advertising message (recency)

6.6. What is the most economically justifiable way to accomplish What is the most economically justifiable way to accomplish objectives (cost)objectives (cost)

Media SelectionMedia Selection

Comparing and selecting media class that best fulfills the Comparing and selecting media class that best fulfills the criteria such as TV, newspaper, magazine etc.criteria such as TV, newspaper, magazine etc.

Audience size and characteristics are used in making inter-Audience size and characteristics are used in making inter-media comparisons.media comparisons.

Media planners will specify particular media vehicles in a Media planners will specify particular media vehicles in a media class such as names of magazines, newspapers, TV media class such as names of magazines, newspapers, TV programs etc.programs etc.

Print:#Number of ads to appear on which days & months#Any preferred position

of ads within media#Any special treatment such as colour, font etc

#What reach & frequency

Support & other media:#Billboards (location

of markets, kinds of outdoor

to be used)#Direct mail, catalogues etc

#Internet#Product placement

Television, radio:#Sponsorship

(sole, shared etc)#Required level of reach,

frequency#Which days & months

commercials are scheduled#Placement of spots between & within

the programs

Selection of media

Multi-Media StrategiesMulti-Media Strategies

Media strategy is the way we seek to realize our media Media strategy is the way we seek to realize our media objectives. objectives.

It expects media planners to be creative in using the media.It expects media planners to be creative in using the media. Use of different media should complement & supplement each Use of different media should complement & supplement each

other.other. Ad should be consistent with the editorial environment of the Ad should be consistent with the editorial environment of the

media.media. Placement should be strategic.Placement should be strategic. Media’s creative potential should be fully used.Media’s creative potential should be fully used. It should provoke readers/viewers to look at it more than once. It should provoke readers/viewers to look at it more than once.