Promotions Management - Using Media.ppt

7/30/2019 Promotions Management - Using Media.ppt

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Print MediaAugust, 2013


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Print Media

Newspapers Magazines

National Regional GeneralContent

Niche

Content


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Print Media

High involvement media

Data processing at consumers pace

Non-intrusive

Suitable for providing detailed

information

Selective audience reach

In Nepal - limited reach due to low

literacy


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Newspapers

One of the largest mediums

Most effective mass media option


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Types of Newspapers

Target Audience

General Audience newspapers

Business newspapers

Sports newspapers

Ethnic newspapers

Geographic Coverage

National, regional

Frequency of publication

Daily, weekly, fortnightly


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Types of Newspaper Advertising

Display Inserts/Circular

Classified

Advertorials


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Advantages of Newspapers

Geographic selectivity

Quick turnaround

Opportunity for providing information Credibility

Loyal readership

Can be preserved

Audience interest

Cost


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Disadvantages of Newspapers

Limited segmentation

Creative constraints Uni-dimensional

Poor reproduction

Clutter Short life


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Buying newspaper space

CC or Column Inch

ROP or special position

Ear panels

Island ads Flexible shapes


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Is the NEWSPAPER on its way out?


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magazines


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Magazines

Developed in the 1890s

Specific interest groups

Innovations such as

perfumed inks & product

sampling


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Types of Magazines

Frequency - weekly, monthly, quarterly

Audience - consumer, business, trade

Distr ibut ion - paid circulation,

controlled circulation

Content - general interest, specificinterest


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Advantages of Magazines

Audience selectivity

Audience interest

Creative opportunities

Long life

Higher readership (Pass-along

readership) Reproduction quality

Prestige

Repeated hits


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Disadvantages of Magazines

Limited reach Cost

Clutter

Long lead times


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Buying space in Magazines

Page/Half/Quarter page

ROP and special position ads

Bleed

Gatefolds

Sponsorships


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Effective print ads

Advertise in the correct place

Clear and focused headline

Shape your sub-head

Build body copy

Complementing graphics

Easy flow layout Be specific

Use casual language

Lead to action


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Electronic Media


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TV

TV was introduced after world war II

TV was introduced in Nepal in the early 80sTV has grown from broadcast TV into cable

TV, Satellite TV, DTH and now DTR

The first commercial war aired on 1st July,1941


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Types of TV advertising

Commercials

Infomercials

Program sponsorships

Product placements


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Pros of TV advertising

Reach

Low cost per exposure

AV medium

Excellent quality of production

High impact

Creative opportunities

Prestige


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Cons of TV advertising

Long lead time

Cost (production and air-time)

Non-interactive

Generally, non-selective

Low product recall

Brevity

Clutter

Zipping and zapping


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Buying TV ad space

Seconds

Programs

Breaks

FCTs


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Effective TV advertising

Put people in your ads

Plan your video

Have a sharp script

Match audio and video

Make product the hero

Call to action

Focus on post-production


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Radio

Personal one-to-one medium

Mobile

National Radio and FM Radio

Largest reach medium in Nepal


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Buying Radio time

Seconds

Schedules

Timing

Breaks

Spots vs jingles


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Pros of Radio advertising

Reach and frequency

Cost

Selectivity

Flexibility


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Cons of Radio advertising

Limited to sound medium

Limited reach

Un-attentive audience

Clutter

Brevity

Non-interactive


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Effective radio advertising

Voice, voice and voice

Distinctive content

Keep it simple

Opening attention grabber

Music makes it memorable


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Thank You

Promotions Management - Using Media.ppt

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