1. ADVERTISEMENT AND BRAND MANAGEMENT
II year MBA, III Semester, 1st MID - EXAMANTION-2012
NAME: SOMU MOHANA RAGHAVENDRARAO
REGNO: 112L1E0074
Topic: ADVERTISING MEDIA – TYPE AND CHARACTERISTIES
INTRODUCTION
Businesses need advertising agencies to help them generate awareness, and
more importantly, interest in their offerings. This is one of the best resources out
there for finding those who can best utilize the advertising media, advertising
agencies.
Advertising media selection is the process of choosing the most cost-
effective media for advertising, to achieve the required coverage and number of
exposures in a target audience.
TYPES OF ADVERTISING MEDIA
As we noted in Managing the Advertising Campaign tutorial, selection of
the media outlet through which an ad will be presented has important implications
for the success of a promotion. Each outlet possesses unique characteristics though
not all outlet are equally effective for all advertisers. Thus, choosing the right
media can be a time consuming process requiring the marketer to balance the pros
and cons of each option.
While just a few years ago marketers needed to be aware of only a few media
outlets, today’s marketers must be well-versed in a wide range of media options.
The reason for the growing number of media outlets lies with advances in

2. communication technology, in particular, the Internet. In this tutorial we provide
an overview of the following advertising media:
 Television
 Radio
 Print Publications
 Internet
 Direct Mail
 Signage
 Product Placement
 Mobile Devices
 Sponsorships
 Other Media Outlets
CHARACTERISTICS
Audience Research
Identifying the audience for a magazine or newspaper, or determining who
watches television at a given time, is a specialized form of market research, often
conducted on behalf of media owners.
Press figures are slightly complicated by the fact that there are two measures:
readership (total number of readers of a publication, no matter where they read it),
and circulation (the number of copies actually sold, which is mostly independently
validated).

3. Advertising-free media
Advertising-free media refers to media outlets whose output is not funded or
subsidized by the sale of advertising space. It includes in its scope mass media
entities such as websites, television and radio networks, and magazines.
The public broadcasters of a number of countries air without commercials.
Perhaps the best known example of this is the United Kingdom's public
broadcaster, the BBC, whose domestic networks do not carry commercials.
Instead, the BBC, in common with most other public broadcasters in Europe, is
funded by a television licence fee levied on the owners of all television sets.
Advertising media scheduling
Scheduling refers to the pattern of advertising timing, represented as plots on
a yearly flowchart. These plots indicate the pattern of scheduled times advertising
must appear to coincide with favorable selling periods. The classic scheduling
models are Continuity, Flighting and Pulsing.
Continuity
This model is primarily for non-seasonal products, yet sometimes for
seasonal products. Advertising runs steadily with little variation over the campaign
period.
There may be short gaps at regular intervals and also long gaps—for
instance, one ad every week for 52 weeks, and then a pause. This pattern of
advertising is prevalent in service and packaged goods that require continuous
reinforcement on the audience for top of mind recollection at point of purchase.

4. Advantages:
Works as a reminder
Covers the entire purchase cycle
Cost efficiencies in the form of large media discounts
Positioning advantages within media
Program or plan that identifies the media channels used in an advertising
campaign, and specifies insertion or broadcast dates, positions, and duration of the
messages.
Flighting (or "bursting")
In media scheduling for seasonal product categories, flighting involves
intermittent and irregular periods of advertising, alternating with shorter periods of
no advertising at all. For instance, all of 2000 Target Rating Poinered in a single
month, "going dark" for the rest of the year. Halloween costumes are rarely
purchased all year except during the months of September and October.
Advantages:
Advertisers buy heavier weight than competitors for a relatively shorter
period of time
Little waste, since advertising concentrates on the best purchasing cycle
period
Series of commercials appear as a unified campaign on different media
vehicles

5. Pulsing
Pulsing combines flighting and continuous scheduling by using a low
advertising level all year round and heavy advertising during peak selling periods.
Product categories that are sold year round but experience a surge in sales at
intermittent periods are good candidates for pulsing. For instance, under-arm
deodorants, sell all year, but more in summer months.
Advantages:
Covers different market situations
Advantages of both continuity and flighting possible