This document discusses advertising media and media planning and buying. It defines advertising media and advertising agencies. It provides an overview of the Indian advertising industry and trends in advertising spending worldwide. It then covers the evolution of advertising and different types of media like print, television, radio, out of home, and digital media. It explains the processes of media planning, which involves research, objectives, strategy, implementation and measurement, and media buying, which involves identifying target audiences and finding the best ways to reach them.

1. ME03001 - ADVERTISING AND
SALES PROMOTION
Unit 2
COURSE FACULTY: MS VIDHYA J
ASSISTANT PROFESSOR
SAVEETHA SCHOOL OF MANAGEMENT

2. UNIT – 2
 ADVERTISING MEDIA
 Advertising media – Industry overview and Concepts; Types of media; Media Planning and Buying

3. Advertising media
 Advertising media refers to a variety of
mass media or alternative media channels
where businesses can promote their
products, services, or brand. Since it is
impossible for every customer to know
about every brand’s offerings, knowing
which advertising media channels are
beneficial for your company can be crucial
in getting ahead of your competitors.

4. Ad agency
Definition of Advertising Agency
 According to American marketing Association, "An Advertising agency is an independent business organisation
composed of creative and business people who develop, prepare and place advertising in advertising media for sellers
seeking to find customers for their goods and services."
 Advertising Agency is an independent business organisation specialised in advertising related work which undertakes
the work of planning, preparing, and executing advertising campaign for its clients. Advertising Agency is a body of
experts specialised in advertising. Advertising Agency performs following activities for its clients:
1. Planning: Advertising agency studies the product or services of clients to identify the inherent qualities in relation to
competitor's product or services, analyses competition and marketing environment to formulate advertising plan.
2. Preparing: After the study of product, competition, and marketing environment the experts of agency has to write,
design, and produce the advertisement, it is also called formulation of ad-copy.
3. Executing: Now, media is selected for time or space, ad is delivered to media, checked, verified, and released in media.
After ad release payment is done to media and client is billed for the services provided.

5. Advertising industry overview
 India’s advertising industry plays an important role, like in other world markets, in shaping sentiments
towards products and services in the minds of its consumers. India has one of the fastest-growing
advertising industries, recording just under 750 billion Indian rupees in revenues in 2021, indicating a
speedy recovery since the pandemic. A high share of television ownership across the country made it
the leading source of revenues for ads, having long overtaken print. Television in India remains the
booming source for ads among traditional media – thanks mostly to a sustained love for daily soaps,
reality shows, movies, and cricket in particular.
 Digital advertising in India has seen tremendous growth in recent years. Propelled by the Digital India
initiative and the rapid adoption of smartphones with the availability of cheap data, mobile ads made up
the largest share within this segment. Other catalysts included the decreasing urban-rural gap, enabling a
more homogenous reach of all online content. Social media made up the highest share in terms of
format for ads in this category, followed by paid search. With the highest levels of online video
consumption among digital users in the country, the outlook for growth remained optimistic.

6. Advertising spending in the world's largest ad
markets in 2021(in billion U.S. dollars)

7. Advertising evolution

8. . Early advertising

43. Types of media

45. Print media

72. Media planning and buying
 Media planning is the process of determining how, when, where, and why your business shares
media content with your audience. The process includes deciding what media will be shared and
which channels you’ll use to boost reach, engagements, conversions, ROI, and more.
 Media planning is the process advertisers go through before buying and launching ads to gauge
effectiveness and maximize ROI (return on investment). It is a critical first step in any ad campaign.
The tangible outcome of the media planning process is a media plan document that will guide your
ad campaign.

73. Media planning process
 Research and analysis: Your intended audience(s), market segment stakeholders, lessons learned
from previous campaigns, and peers within your category.
 Marketing objectives and KPIs (key performance indicators): Your main business objectives and key
results and the analytics you will use to evaluate success, including everything from conversion
rates to social media metrics to cost per click or result.
 Media strategy: Your budget, ideal media and media to avoid (both paid and unpaid), key
messages, CTA (call to action), specifications, deliverables, and timeline.
 Implementation, evaluation, and measurement: When and how you’ll launch, monitor, and measure
the ad campaign’s effectiveness.

74. Components of media planning
Media
Budget
Media
messaging
Media
scheduling
strategy

76. Social media plan - example

77. Blogging media plan - example

78. Media buying
 Media buying is related to paid media — whether that means your business is buying campaigns or
ad space on various channels, paying to share targeted campaigns and ads, or negotiating with
media vendors.
 Media buying is the process of purchasing ad space and time on digital and offline platforms, such
as websites, YouTube, radio, and TV. A media buyer is also responsible for negotiating with
publishers for ad inventory, managing budgets, and optimizing ads to improve campaign
performance.
 Direct buy – Media buyers forge relationships with publishers to negotiate ad inventory, e.g.,
working with a newspaper to have an ad placed in the upcoming issue.
 Programmatic buy – The buying process is done using automated technology.

79. Media buying process
 The five steps of the media buying process are as follows:
 Identify target audiences through comprehensive market research.
 Understand your audiences’ interests.
 Find your audiences when they are most receptive to your messages.
 Deliver creative that motivates them to take action.
 Test and retest your ad placements and creative to uncover what’s working and what’s not. Refine
and improve.

81. Media buying tactics
 SEM
 SEO
 PPC
 Social media ads
 Digital display advertising (demographic and behavioral)
 TV & OTT
 Outdoor billboards / out of home ads / geospatial targeting
 Radio and digital audio (e.g., Pandora, Spotify, iHeart, podcasts, etc.)
 Print
 PR
 Strategic partnerships