This document discusses advertising media and media planning. It defines advertising media as channels used to promote brands to potential customers. Examples of offline media include newspaper, TV, radio, and posters, while online media includes social media, email marketing, and video. Media planning is selecting the best channels and timing to deliver messages to the right audience. Factors like reach, frequency and cost are considered to maximize impact. The document provides examples of media planning and scheduling strategies used by companies.

1. INTEGRATED MARKETING COMMUNICATIONS
UNIT 2
ADVERTISEMENT MEDIA
Dr. Kanchan Kumari
Assistant Professor

2. ADVERTISEMENT MEDIA
• Advertising media is a wide range of channels aimed at promotion.
Brands use various advertising media to communicate their message
to potential customers. The right channels help companies increase
sales and build long-lasting relationships with their audience.
• With the correct channel and well-thought-out advertising message,
companies build brand awareness, create buzz around their brand,
showcase and demonstrate the benefits of their products, increase
their sales volume and revenue, and collect clients’ personal
information that allows them to craft highly relevant and personalized
offers.

3. Types of Advertising Media(offline)
Offline advertising media include the following channels:
• newspaper advertising;
• TV advertising;
• radio advertising;
• leaflets and flyers;
• brochures;
• posters;
• direct mail;
• business cards;
• different types of guerrilla marketing(ambush marketing, ambient
marketing, undercover marketing, experiential marketing).

4. Types of Advertising Media(Online)
Online advertising media offers a wide choice of channels which include the following
ones:
• social media
• email marketing
• PPC advertising;
• chatbots
• SMS;
• web push notifications;
• podcasts;
• landing pages;
• contextual advertising;
• video marketing;

5. Example of Advertising Media
• Dominos days discount
• Amazon super sales
• Offseason sale
• Big brands often combine these channels to better approach each
customer. Such a mix is called integrated marketing communications.
This strategy allows companies to reinforce their marketing efforts
and ensure the best user experience.

6. Media plan
• Media planning is the process of selecting the best media channels
and timing to deliver the right message to the right audience at the
right time. This includes identifying and selecting media outlets, such
as TV, radio, magazines, newspapers, and online media, as well as the
timing of the ads.
• An example of a media plan is an electronics company advertising its
products. It can advertise using a media channel of its choice like the
television or magazines. Another example is a furniture company
advertising its products to a particular target audience using social
media platforms like Facebook and Instagram

7. Media planning process

8. Reach and frequency of advertisements
• As modern marketing industries continue to analyze what makes
some campaigns work and others fail, one core conclusion from
AcuityAds can’t be ignored: “Ad effectiveness declines as consumers
become inundated with the same ads.”

9. Marketing Reach, Frequency and Advertising
Impact
• Reach is the total number of households or (with modern, online
advertisements) the number of individual consumers exposed to a specific
medium or entertainment platform over a standard time.
• Frequency is the average, approximate, or exact number of times a specific
household or individual has been exposed to the same advertisement.
Marketing platforms can measure the average frequency by dividing the
number of impressions by the number of unique viewers or listeners. More
in-depth platforms can track the exact frequency for individual consumers.
• Impact is the measure of how quickly and completely members of the
audience receive the message. This is affected by the consumer’s individual
need or interest in the message, the message itself, and even the
advertising mediums.

10. What is the media cost of advertising?
• Media cost is the price you pay display, run, or present your
advertisement or campaign during a specified date range or campaign
period. There are many different ways to price media including points,
impressions, flips, clicks, leads, actions, days, weeks, months, etc
• Advertising costs are categorized as those expenses associated with
marketing a company's brand, product, or service via media outlets.
• Advertising is defined as the paid distribution of a controlled marketing
message found in print ads, radio or TV broadcast, online, or via direct
mail.
• Advertising costs are sometimes recorded as a prepaid expense on the
balance sheet and then moved to the income statement when sales relate
to those costs come in.

11. Media strategy and scheduling.
• Media scheduling refers to the decision taken by media planner
regarding – timing of an advertisement, continuity of and
advertisement and the size of an advertisement to be played.

12. Media strategy and scheduling

13. Thank You !
Dr. KANCHAN KUMARI