Media Buying – Media Characteristics- Newspapers – Magazines –Television- Radio-Direct Response – Out door- pros & cons - Media mix.

1. snkb@nasc2020

2.  Unit - II
 Media Buying – Media Characteristics-
Newspapers – Magazines –Television- Radio-Direct
Response – Out door- pros & cons - Media mix.
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3.  Students will be able to understand
about the various media buying
strategies.
 Students will be able to remember the
working patterns and principles of media
buying.
 Students will be able to choose the right
media for marketing a product.
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4. snkb@nasc2020

5.  Media buying is taking a
commercial, or newspaper ad, or
other sales message and getting it
viewed by the intended audience.
 Media buying links the ad to the
intended audience in order to
make the ad effective. These ads
are intended to sell a product and
may be published on TV, online,
newspapers or magazines.
 Through Media Buying one can
negotiate price and placement of
the ad for the advertisers.
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6.  A sub task of advertising. (Buying Process)
 It is the obtain of “media” “Space” at optimal placement
and price.
 The main chore of media buying lies within the finding the
middle ground of price and placement to ensure the best
possible price or value that can be secured.
 For example, an advertisement for Centrum Silver (vitamins
for senior citizens) would not do well in Teen Beat magazine
(a magazine for teens).
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7.  Media buyers negotiate and purchase audience-targeted
time and advertising space to convey
a marketing message.
 They consider station formats, pricing
rates, demographics, geographic,
and psychographics relating to the advertiser's particular
product or key performance indicator (KPI).
 All media inventory goes through phases of optimization,
which is dependent on budget, type of medium (radio,
internet, TV, print etc.), target audience and targeting.
 Media buyers can purchase media inventory regionally or
nationally. National media buyers might have to factor in
considerations based on their particular geography.
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8.  Media sales people work for a specific
media/medium
 Media representatives are those people
who sell space / time for a range of
media. They will be either freelancers
working as consultants or working in
advertising agencies or PR agencies.
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9.  Media buyers follow special advantages
for clients.
 Establish the desired medium and
negotiate
 Maintain satisfactory plan and rates.
 Special rates for Valued Clients.
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10.  Space in print related media like
Newspapers, Magazines, books that
offer readership advantages.
 Preferred positions often carry a
premium surcharge
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11. 1
•Dealing With Clients
2
•Information(Communication)
3
•Building and Maintaining Relationship
4
• Forecasting
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12.  Communication
 Good Relation with media agents/agencies
 Maintaining Relationship
 Bargaining/ Negotiating skills
 Ideal position
 Discounts/offers
 Bulk Buying
 Updating Media happenings in Industry.
 Troubleshooting
 Scheduling and planning of Work
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13. Source:
https://books.google.co.in/books?id=nIIiBAAAQBAJ&printsec=frontcover&dq=Media+Buying&hl=en&sa=X&ved=2ahUKEwiw3dixwZXqAhVE63MBHXd1Dv4Q6AEwBHoECAQQAg
2017? 2027? 2050?
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14.  Advertising space in the print Media.
 Airtime on Visual Media(TV)
 Airtime in Audio Media. (Radio/Podcast).
 Advertising space on the Internet.
 Space and place for outdoor advertising
(Paid/Rental)
 More Info Visit :
https://smartyads.com/programmatic-media-buying
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15.  Advantages of media buying:
 Clear idea of sales degree for advertising
space/time.
 Trigger marketing through effective use
of advertising space/time.
 Optimization of money.
 Media buying is the best way to
advertise and place your product.
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16.  Disadvantages of media buying:
 The risk of no sale previously purchased
advertising space/time.
 Wrong media buying options.
 Domination in advertising Industry.
 Unexpected rise in budget of marketing
a product.
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17.  There are mainly two types of media that is
used for communication - mass media and
interpersonal media.
 Interpersonal media is an expensive
medium but highly useful for focused reach.
 Mass media includes television, radio,
newspaper that needs less cost and has
wide reach. Now, let us go through the
characteristics of mass medium one by
one…..
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18.  Newspaper
 Newspapers have different editions for
different areas.
 Newspaper provide detailed information
with attractive copy, text and pictures.
 Newspaper have specific pages
intended by attract the target readers.
 Newspapers can be stored for years for
future reference.
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19. Advantages Disadvantages
High coverage area Short life span
Timely ad placement Less detail
Section wise news and
ads
Only selected readers
Better visual
perception
Poor replication
quality
Low cost and
consume less space
No audio
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20. Specialized Magazines are
available to reach out to the
specific target readers.
 Magazines provide readers to
scrutinize the information.
 Magazines can be stored for
future reference or reading.
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21.  Advantages
 High information
content with
copy and images
 Longer life .
 Multiple readers
 Audience
Segmentation
 Disadvantages
 Only 2D visuals
 Lack of flexibility
 Long lead time
 Less selection of
visual creativity
and attraction.
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22.  Radio can reach out both urban
and rural audience at the same
time.
 Cover the mobile population.
 The most cost efficient medium
among mass media.
 Local reach and wide coverage.
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23.  Advantages
 Minimal production
cost
 Local’s Medium
 Local coverage
 Well segmented
audience
 Immediacy
 Disadvantages
 Only audio, No
Visuals and
readability
 Clutters in
broadcasting
 Semantic barrier
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24.  Television is an audio-visual medium.
 Mass coverage and high emotional
impact on audience
 Lasting impact on audience
 Value for money, Regional
Broadcasting
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25. Advantages Disadvantages
Mass Coverage High absolute cost
Audio-visual impact Intrusive
catchy slogans, song and
dance sequences.
Usually expensive
High Reach & Emotional
touch
Switching on channels
during commercials
Celebrities exhibiting
products
Low selectivity of
audience
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26.  Outdoor is location specific media, it has
local market presence.
 It can be good prompting/reminding
media.
 Outdoor media is easily noticeable, and
it provides round the clock presence.
 Less Cost medium and big coverage.
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27.  Advantages
 Location
specific exposure
 High resolution
 Easily noticed from
vehicles/passing by.
 Round the clock
coverage.
 Disadvantages
 Short exposure time
 Poor image quality
 Local restriction
 Less space
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28.  A media mix is a mixture of
communication mediums used to meet
the marketing objectives of a business or
a Product/Service. These include
newspapers, Magazines, pamphlets
radio, television, outdoor media,
websites, email, direct mail, SMS the
Internet and social media, such as Face
book or Twitter etc.
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29.  To meet the objectives of
Communication.
 To reinforce/remind the message.
 Cost effectiveness
 The reach and frequency of the
message in the medium
 How media consume that message.
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30.  It’s the combination of various Medium
or a Vehicle.
 Media = collective form
 Medium = one type of media
 Vehicle = single carrier
 Goal-Oriented - increase sales/share
 Make logic - effective/efficient
 Emphasis Frequency and Reach
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31.  Ideal message delivery
 Identifying geographic and
demographic variables.
 Eye on Competitors
 Concentration on a media or dispersal
of media.
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32.  Multiple Choice Questions Link will be
shared in Quizziz.com/Google Forms
Model Question :
1. Media buying lies within the finding the middle
ground of ___and____
A) Price and Placement B) Product and Price
C) Price and Placement D) None of the Above
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33.  All media today are multi-dimensional, and
multi-faced utilizing numerous elements
somewhat than just one.
 Consumers today do not get all their
information in their finger tips. I
 There are many choices and reasons why
certain media are effective in reaching
specific intended audience.
 Only one media cannot get to the bottom
of the communication problem in today’s
society.
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34.  Role of media in delivering messages to
customers
 Methods employed by advertising
agency media departments.
 Basis of information required to make
good media buying decisions.
 Strategic growth of media planning.
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35. 1. https://books.google.co.in/books?id=SAyvNo881tcC&printsec=frontcover&so
urce=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
2. https://books.google.co.in/books?id=nIIiBAAAQBAJ&printsec=frontcover&dq
=Media+Buying&hl=en&sa=X&ved=2ahUKEwiw3dixwZXqAhVE63MBHXd1Dv4
Q6AEwBHoECAQQAg#v=onepage&q&f=false
3. https://www.sjsu.edu/ajeep/docs/MediaPlanning.pdf
4. https://www.capgemini.com/wp-
content/uploads/2017/07/digital_marketing25-06.pdf
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36.  Media planning & Marketing.
 Information Sources and analysis
 marketing sources
 Creative sources& Media sources
 Setting Media Objectives
 Audience objective & Distribution
Objective.
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37. Thank You
SANKARANARAYANAN K. B
ASST. PROFESSOR
DEPARTMENT OF VISUAL COMMUNICATION
NEHRU ARTS AND SCIENCE COLLEGE(Autonomous)
COIMBATORE
Mail Id: nascsankaranarayanan@nehrucolleges.com
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