MEDIA MANAGEMENT: Integrated Marketing Communication

1. MEDIA
MANAGEMENT
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3. • “Advertising media selection involves finding
the most cost effective media to deliver the
desired number of exposures to the target
audience”.
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4. • “Media planning is the series of decisions
involved in delivering the promotional
message to the prospective purchasers and/or
users of the product or brand”.
• The media planning process is not an easy task
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5. Some Basic Terms and Concepts
• The media or medium: The media or medium is
the general category of available delivery
systems, which includes-
– Broadcast media (like TV and radio),
– Print media (like newspapers and magazines),
– Direct mail,
– Outdoor advertising, and other support media.
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6. • Media vehicle: “The media vehicle is the specific
carrier within a medium category”. For example-
– Time of India and Business world are print vehicles;
– Star Plus and Sony are broadcast vehicles.
• Each vehicle has its own characteristics as well as
its own relative advantages and disadvantages.
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7. • Reach: “Reach is a measure of the number of
different audience members exposed at least once to
a media vehicle in a given period of time”.
• Coverage: “Coverage refers to the potential audience
that might receive the message through a vehicle”.
• Reach refers to the actual audience delivered
whereas, Coverage relates to potential audience .
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8. • Frequency: “Frequency refers to the number
of times the receiver is exposed to the media
vehicle in a specified period”.
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10. Types
of
Media
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12. – Broadcast media
– Television
– Radio (and the choices available within
– Print media
– Newspapers
– Magazines
• Newspapers
– Daily news papers
– Weekly news papers
– National news papers
– Special audience news papers
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13. • Magazines
– Consumers Magazines
– Farm Magazines
– Business Magazines
– Support media
– Out-of-the-home media
– In store media
• Out-of-the-home media
– Outdoor advertising
– Transit advertising
– Electronic Billboards & Signs
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14. • Out-of-the-home media
– Mobile billboards
– Aerial
» Airplane pulling banners
» Sky writing
» Blimps
• In store media
– Display
– Banners
– Shelf signs
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15. • Other media
– Advertising in movie theaters
– Product placement in movies & TV
– In flight advertising
• In flight magazines, videos, radio, catalogs.
– Miscellaneous
• Place based media
• kiosks
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16. Characteristics
of
Television
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17. Advantages of T V
• Mass coverage
• High reach
• Impact of sight, sound, and
motion
• High prestige
• Low cost per exposure
• Attention getting
• Favorable image
Disadvantages of T V
• Low selectivity
• Short message life
• High absolute cost
• High production costs
• Clutter
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18. Characteristics
of
Radio
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19. Advantages of Radio
• Local coverage
• Low cost
• High frequency
• Flexible
• Low production costs
• Well-segmented audiences
Disadvantages of Radio
• Audio only
• Clutter
• Low attention getting
• Fleeting message
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20. Characteristics
of
Magazines
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21. Advantages of Magazines
• Segmentation potential
• Quality reproduction
• High information content
• Longevity
• Multiple readers
Disadvantages of Magazines
• Long lead time for ad
placement
• Visual only
• Lack of flexibility
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22. Characteristics
of
Newspapers
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23. Advantages of Newspapers
• High coverage
• Low cost
• Short lead time for placing ads
• Ads can be placed in interest
sections
• Timely (current ads)
• Reader controls exposure
• Can be used for coupons
Disadvantages of Newspapers
• Short life
• Clutter
• Low attention-getting
capabilities
• Poor reproduction quality
• Selective reader exposure
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24. Characteristics
of
Outdoor
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25. Advantages of Outdoor
• Location specific
• High repetition
• Easily noticed
Disadvantages of Outdoor
• Short exposure time
requires short ad
• Poor image
• Local restrictions
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26. Characteristics
of
Direct mail
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27. Advantages of Direct mail
• High selectivity
• Reader controls exposure
• High information content
• Opportunities for repeat
exposures
Disadvantages of Direct mail
• High cost/contact
• Poor image (junk mail)
• Clutter
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28. Characteristics
of
Internet and Interactive
Media
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29. Advantages of Internet and
Interactive media
• User selects product
information
• User attention and
involvement
• Interactive relationship
• Direct selling potential
• Flexible message platform
Disadvantages of Internet and
Interactive media
• Limited creative capabilities
• Websnarl (crowded access)
• Technology limitations
• Few valid measurement
techniques
• Limited reach
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