The document discusses various types of media used for advertising and marketing. It covers offline media platforms like newspaper, magazines, radio, television, outdoor promotions and special events. It also discusses key components of a media plan such as reach, frequency, continuity and timing. The document then talks about media planning, media strategy and provides a sample media plan template. It defines advertising and discusses different types of advertising like product advertising, institutional advertising. It also outlines key players in advertising like agencies and media. Finally, it covers the components of advertising including idea, execution and media.

1. Sales & Marketing Management
Prepared & Lectured
By
Pyi Kyaw Lynn
15th Dec 2019 1

2. Types of Media
Advertising media
2
Broadcast
media
Newspapers
Print/
Offline
media
Magazines
Television
Radio
Outdoor/
Promotional
media
Specialty
media
Mail
media
Social/Online
media
FB,
Instangram,
Twitter,
Digital
publications,
blogs
etc.
Advertising
companies:
POS ads
Banners
Tradeshows
Samples
Coupons
Lucky draws
Cinemas
Marketing
Agencies
for
calendars,
cups, pens,
key chains,
etc.
Books, CDs,
DVDs,
Direct mail
via Postal
service
within
trade area.
Newsletters
subscriptions
Yellow Pages

3. 3

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One important function of marketing activities.
By synchronizing/coordinating activities (synergy), the
marketing program will be
More effective
Economical
Adjustable to market conditions
Adaptable to the growing needs of the company
A media plan is a detailed plan of all the outside
advertising and promotional activities of the business for
a defined period (depends on the sales cycle) (Ref: page-
37)
Well prepared media plan ensure accurate
forecast & budget for the advertising expenditures.
Media
Planning
Media planning

5. Offline Media Platforms
Newspaper
 Print media Ads (national, regional, community &
specialized markets newspapers/industries publications).
Published daily, twice daily, bi-weekly, weekly, monthly,
quarterly, etc.
Flyers:
 Inserts: Produced separately from the newspaper and
inserted in a newspapers. (junk advertising : thrown away
by some people before reading)
 ROP (Run of paper) flyers that are produced in the regular
production of the newspaper as part of the paper. Basically,
at the back of the newspaper.
5

6. Cont’d
Handbills & Coupons
 Letter size sheets of paper (printed on both sides) inserted
into newspapers like flyers.
Magazines
 Much targeted form of advertising. More expensive & have
specific group of readers. Raise more customer awareness &
image building. E.g. fashion & beauty magazines.
Radio
 Sound effects, special voice effects & music theme shapes or
reflects the business. Radio Ads production costs per radio
(air time) are reasonable compared to other types.
15th Dec 2019 6

7. 7

8. Cont’d
TVC
 Powerful advertising medium effective for image building
& item advertising. Illustrate product features & benefits.
 Cons: Highly expensive for small business. May not be a
right medium to reach target market if air time is not
consistent. E.g. 7:00 am rather than 7:00 pm.
8
TV viewers
41%
Channel
viewers
32%
Program
viewers
27%

9. Cont’d
Promotional events
 Good way of stimulating customer interest. E.g. grand
openings, Charitable fund raising events, Seasonal holidays
(Thadingyut, Christmas, Thanksgiving), New product launch
ceremony, Clearance sales, trade shows.
Special promotional activity
 Activities that fall outside of regular media activity.
 E.g. Press releases, free publicity in editorials or business
columns, sponsorship of sport teams, goodwill giveaway items
for special customers such as key chains, pens, T-shirts, etc.
15th Dec 2019 9

10. 10
The actual number of individual audience
reached at least once by the Ad message.
The % of the target audience in a prescribed
area who are exposed to the Ad message via a
particular media at least once during a given
campaign period of time.
Key Components of Media Plan
Reach , Frequency & Continuity
REACH
Coverage: The potential audience area that might receive the Ad
message via a media.

11. 11
Purpose: To gain optimal exposure. New
brands or products need a very high level of
reach to get awareness from potential clients.
E.g. Total target audience: 600, Target
audience who are exposed the Ad: 400.
Reach % = 400/600 (67%)
REACH
Reach

12. Reach
15th Dec 2019 12
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Highest reach Medium reach Lowest reach

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Frequency (Over or Under exposure?)
How many times the consumer will be
exposed or reached to the ad over the course
of the campaign. ( 2 or 3 times per day/week?)
The number of exposures to the same
message that each target consumer
supposedly receives.
High frequency is especially required when
competitor is using higher frequency to reach
the same segment of the market and when
brand is not distinctive.
FREQUENCY
Frequency

14. Effective frequency
 The number of times a person must be exposed to
an Ad message before a response is made.
 As H Krugman’s 3 Hit theory : 3 levels of frequency
exposure in psychological terms.
15th Dec 2019 14
1st exposure
CURIOSITY
2nd exposure
RECOGNITION
3rdexposure
DECISION
** Reach without Frequency = Waste of MONEY

15. Reach & Frequency
15th Dec 2019 15
0%
20%
40%
60%
80%
100%
Reach
Frequency
Radio
TV
Platform Reach Frequency
TV 40% 4/day
Radio 60% 8/day

16. Continuity: Length of time or run time a media schedule
and patterns are as follows:
 Continuous: spreading out advertising evenly across
months.
 Fighting: alternating advertising across months, with
heavy advertising in certain months & no advertising
at all in other months.
 Pulsing: Combines the two above so that the brand
maintains a low level of advertising across all months
but spends more in selected months.
CONTINUITY
Continuity

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Timing
Timing is everything. Too early no one cares.
Too late we have missed out.
Perfect timing Optimize ROI & drive brand
awareness.
The Ad should be delivered with perfect timing when
most customers are likely to buy the product.
Different products have different timing. E.g.
Christmas toys, Ice-cream, Insurance.
E.g. You can’t show a rain-coat Ad in the winter season
but you need to Ad as soon as the summer season is
coming to an end and rainy season is about to start.
.
TIMING

18. 18
1.Target
Audience
[Who to
target]
2.Target
markets:
Where to go?
3.Media
weights:
How many
audience to
reach & how
many times?
(frequency &
reach)
4. Media mix:
Which media
to use?
5. Scheduling
(timing):
When to
launch?
Media strategy
Media strategy is required to adjust or decide budget or cost per
acquisition, under serve or over serve.

19. Media Plan (sample)
Types Categories Objectives Target
audience
Content Running
time
Projected
Costs
Actual
Costs
Remarks
/Evaluation
Print Newspap
ers,
Magazine
s,
News
letters,
Yellow
pages
1. Reach
60% of
target
audience
2.Frequen
cy 3+
times
/day
3.
Conversio
n rate: 5%
4. No of
Circulatio
ns for
print
media
1. Age: 10
~ 40
2.
Gender:
M/F
3. Income
level:
$1000/mo
nth
4. Media
habits:
where/wh
en they
consume
1. Oral
contents
2. Written
contents
[Texts]
3. Audio
& Visual
contents
[Images &
videos]
Starting
point –
Ending
point
,000 ,000 Over or
under
exposure?
Broadcast TV, Radio √ √ √ √ √ √ √
Outdoor Tradesho
ws
√ √ √ √ √ √ √
Specialty Calendars √ √ √ √ √ √ √
Mail DVDs √ √ √ √ √ √ √
Social FB, etc √ √ √ √ √ √ √ 19

20. Advertising
15th Dec 2019 20
According to
Professor Philip Kotler
Any paid form of non
personal presentation of
 Ideas
 Goods
 Services
by an identified
sponsor.

21. 21
Product advertising
 Any method of communication
about the promotion of a
product to persuade potential
buyers.
 A good product advertising
program educates potential
customers on
 why they need the product,
 how it is used and the benefits of
using it
 how the products is better than
competitor’s products.
 Objective:
 Promote reputation, good image
& create positive mindset of an
organization.
 PR is an important part in
case image is damaged.
 E.g. Tobacco industries promote
quitting smoking by warning sign
 Adidas launched a campaign to
donate 10% of revenues to
orphans in Africa
 Non-profit advertising (goodwill
ambassador for UNICEF)
 Public – service advertising
Types of Advertising
Institutional advertising

22. In-house
(creative departments in corporations)
 Work only for one client/brand
(project base), flexible & faster
service for client.
 E.g. Content factory [Coca-
cola], BBC creative [BBC],
Fidelity [Fidelity Investments].
External Agencies
(Traditional)
 Work for many clients &
employ freelancers.
 E.g. Mango media , Media
lane (local firms)
22
 Agencies have Strategic, specialized & creative expertise,
strong media knowledge, experienced workforce talent,
and negotiating skills
Key Players – 1. Agencies

23. 23
Channels of communication that carry
the message to the audience
Media companies : E.g. Wired media
myanmar, Mango media group,
Mass media advertising can be cost
effective as the costs are spread over the
large number of people the Ad message
reaches.
The target audience for the Ad message
Advertisers must have strong knowledge
about the various target audience they are
reaching to.
Media
Audience
2. Media & 3. Audience

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Create awareness of products and brand building
Increase brand image (beliefs & impressions)
Provide product knowledge & info
Awareness
Brand
image
Information
Persuades audience & increase sales
Audience
Past
Purchase
Functions of Advertising
Reinforces, remind past purchases & customer’s loyalty

25. 25
Advertising plan
matched the
 Right Audience
to the
 Right Message
and presents
with
 Right Media
to reach
 Target
Audience
3 Elements:
 Target
audience
[Whom are
you trying to
reach]
 Message
[What do you
say]
 Media strategy
[How & when
do you reach
them]
Advertising Plan

26. Components of Advertising
15th Dec 2019 26
Idea
Media

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1. Idea/Creativity
 Foundation of the Ad message to target
audience.
Creative ideas grabs the customer’s
attention & store in memory.
Placing Ads require creative thinking to
be effective & efficient.
E.g. KOHLER’S creative Ad concept turns
its products into a reputation for
sophistication & luxury.
Idea

28. KOHLER’s Idea
28

29. 29

30. 30

31. 31
2. Execution
 Execution styles/types of the Ad message
need to influence target audience’s
emotions, increasing the conversion
(purchase).
Emotions are related to the audience’s
psychological & social needs and wants for
buying a product or service.
Needs & wants: status, happiness, safety,
respect, beauty, attention, fear for loss of
health, recognition, etc.
Lifestyle: Align with how the product or
service will fit perfectly into the target
audience’s various lifestyles & preferences.
Execution

32. 32
Execution techniques
(how to sell Ad Message)
1. Straight sell
2. Scientific evidence
3. Demonstration
4. Comparison
5. Testimonial
6. Slice of life
7. Humorous
8. Fantasy
9. Dramatization

33. 33
Straight sell
The simple & common way of
execution.
Present straight forward & factual Ad
message about the features & quality of
the product.
This style is not enough to make the
product stand out (noticeable).
 E.g. Print Ads: catalogues, pamphlets.

34. 34
Scientific evidence
A bit different from
the straight sell where
scientific & technical
information (lab results
or endorsed by an
institution e.g. FDA) of
product is presented
to reinforce the Ad.

35. 35
Demonstration
This type of execution is to
prove the key benefits of a
product by demonstrating to
audience in actual use or in
staged setting.
Effective in convincing
audience of a product’s usage
& quality by using the brand.
E.g. TV Ad is well suited for
this type

36. 36
Comparison
 The execution involves a
direct or indirect comparison
of a brand against the
nearest competitor.
 This type relies on simple
creativity or imagery rather
than facts & figure to
compare.
 The approach is increasing
popular among advertisers
for new or lesser known
brand with industry leaders.

37. 37

38. 38
Testimonial/Endorsement
Presenting Ad messages
in the form of testimonial
whereby a celebrity or
product blogger endorse on
behalf of the product based
on his/her own personal
experience (positive) by
using it.
The more trustworthy the
source, the more effective
the testimonial.

39. 39
Slice of life
Widely used and based on
problem/solution type.
This execution show case real life
conditions of how easy it is to use the new
product into their lives.
Generally, this type is applied for food &
beverages and cleaning products.
Easy & don’t require a big budget to
execute the Ad and in some cases the Ad is
boring.
Interesting twist is needed to get more
audience’s attention.
E.g. Packaged products: shampoos,
mosquito coils, detergents

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Humorous/Animation
This technique use audio,
visual or animated
characters tied to product
and resonates with/attract
audience or scenes by
artists.
Well suited for TV & Radio
Ads.

41. 41
Fantasy
This type is often used
by showing an imaginary
situation or illusion
involving a consumer and
the product.
E.g. FMCG Ads often use
to create images &
symbols associated with
the product.

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Dramatization
The technique creates a
situation or scenario in the
form of a short story (similar
to Slice of life) but more
focused on excitement &
action.
More interesting to watch.
Risk of viewers being so
drawn into the action and
missing out on the product
advertised.

43. 43
Combination
The above mentioned
execution techniques can be
mixed & matched in
presenting an Ad message
based on product, brand
image, channel & finally
audience.
E.g. Slice of life Ads are
combined with Demonstration
to display a product or make a
brand comparisons.

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 Media vehicles: Prints media,
Broadcast media, Online media, etc., are
used to reach various audiences.
Deciding how to effectively &
efficiently deliver the Ad message
require both creativity & execution
techniques.
How to Ad & Where to Ad is as
important as What to Ad.
Finally, Execution & Media is as
important as Idea generation of Product
or Service.
Media
3. Media

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Thank You !!