Media research is used to gather information about various media outlets, their audiences, and effectiveness for advertising. It helps determine the most efficient media by measuring factors like exposure. Media research aids in media selection by evaluating specific outlets or combinations, and supports media planning through audience segmentation and message development. It also considers the costs and rates associated with different media like newspapers, magazines, television, radio, and internet.

1. BY
II BBA B

2. DEFINITION
 Various media provide information about the size and
makeup of their audiences.
 Designated marketing area.
 The term ‘ Research ’ is used to describe the collection
of information about a particular subject.
 Relatively, Media Research is used to gather some
information about the media , its usage , its budget ,
effective media reach etc., in a descriptive manner.

3. FUNCTIONS OF MEDIA RESEARCH
 EFFICIENT MEDIA
To find out the most efficient media by
measuring and comparing different media and different
vehicles in terms of ‘Vehicle distribution’ , ‘Vehicle
Exposure’ , ‘Advertising Exposure’
 ADVERTISING EXPOSURE
Refers to the number of people exposed to
the advertising message and also to the number of
times a person exposes himself to the advertising
message

4. MEDIA SELECTION
 It refers to the selection of specific
media or the combinations of media
which is termed as ‘Media Mix’
 Can choose the particular vehicle in the
media
Example: The Hindu alone /
Indian Express alone
 Can choose all the availabilities in the
media mix.
Example: TV , Radio , Internet….
 Can adopt all the vehicles in the media
mix
Example: BBC, CNN, VIJAY TV….

5. MEDIA PLANNING
 SEGMENTATION
Demographic, Psychographic,
Economic, cultural etc.,
 TARGET MARKET STUDY
Study about the target market ,
location and conditions for the
advertisement etc.,
 DECIDING THE AD MESSAGE
Based on the media,
information can be supplied

6. TYPES OF MEDIA
BROADCAST MEDIA PRINT MEDIA

7. MEDIA COSTS
 NEWSPAPER RATES
 Paid by word or line
 Display Ads
 More cost for more creative
 Paid by “column inch
 Run-of-paper rate
 Color vs. black and white

8. MEDIA COSTS
 MAGAZINE RATES
 Bleed – ads printed to the edge of page
 No white border
 15-20% extra for bleeds
 Color rates
 if any color is added
 Price increases as color added
 Four-color – “Full-color ads”
 Premium position – where ad placed

9. MEDIA COSTS
 TELEVISION RATES
 Creative opportunities
 Coverage, reach, and repetition
 Cost per contact
 Audience selectivity
 Sponsorship
 Spot advertising
 Choosing a day-part:
 Morning
 Daytime
 Early fringe
 Prime-time access

10. TYPES OF MEDIA
 TELEVISION
Advantages
1. High Reach
2. High Frequency Potential
3. Quality
4. High value
5. Segmentation possibilities
through cable outlets
Disadvantages
1. Greater cost for actors
2. Channel distribution
3. Short amount of copy
4. High cost per ad
5. Low recall

11.  RADIO
Advantages
 Lower cost per spot than television
 Low production cost
 Music can match station’s programming
 Flexibility in making new ads
 Creative opportunities with music and
other sounds
 Mobile: people carry radios everywhere
Disadvantages
 Short exposure time
 Low attention
 Few chances to reach national audience
 Target duplication when several stations use
same format

12. Advantages Disadvantages
1. High market segmentation
2. Targeted audience interest by magazine
3. High color quality
4. Availability of special features (e.g., scratch
and sniff)
5. Long life
6. Direct response techniques (e.g. coupons,
web addresses, toll-free numbers)
7. Read during leisure time (longer attention
to ad)
1. Long lead time to ad showing
2. Little flexibility
3. High cost
4. High level ofclutter
5. Declining readership (some magazines)

13. INTERNET
 ADVANTAGES
High reach among literates
Time saver
Easy for the corporate
 DISADVANTAGES
Difficult procedures
Only for computer literates
No recall