adv analysis of strategy 6.pptx
TRANSCRIPT
-
8/13/2019 ADV analysis of strategy 6.pptx
1/40
Analysis of AD media & Media Strategies
Overview of major media:
Ad industry terminology conventionallydistinguishes between advertising media and
vehicles. Media are the general communication methods that
carry advertising messages, that is, television,magazines, newspapers, and so on.
Vehicles are the specific broadcast programs or printchoices in which advertisements are placed.
For example: magazines are medium and Business
Today is vehicle.
-
8/13/2019 ADV analysis of strategy 6.pptx
2/40
Analysis of AD media & Media Strategies
Television, radio, newspaper, magazines, and out-of-home advertising on billboards are the five majoradvertising media, within which the majority of
advertising expenditures are placed. Each medium and each vehicle has a set of unique
characteristics and virtues. Advertisers attempt toselect those media and vehicles whose characteristics
are most compatible with the advertised brand inreaching its target audience and conveying itsintended message.
For example: if the objective is to demonstrate
product features, television is the best medium,
-
8/13/2019 ADV analysis of strategy 6.pptx
3/40
Analysis of AD media & Media Strategies
followed by magazines, newspapers, radio, and out-of-home advertising.
Television is also particularly powerful in terms of its
entertainment and excitement value and its ability tohave an impact on the viewer.
Magazines are strong in terms of elegance, beauty,prestige, and tradition.
Newspapers offers newsworthiness and low prices.
Radio, allows listeners imagination to play a part.
Outdoor, ad is especially appropriate for package
identification.
-
8/13/2019 ADV analysis of strategy 6.pptx
4/40
Analysis of AD media & Media Strategies
The overall value or worth of an advertising mediumdepends on the advertisers specific needs in aparticular situation and the overall budget availablefor advertising a brand.
What medium is best depends entirely on theadvertisers objectives, the creative needs, thecompetitive challenge, and budget availability.
The best medium, or combination of media, isdetermined not by counting advantages andlimitations but by conducting a careful examinationof the advertised brands needs and resources.
-
8/13/2019 ADV analysis of strategy 6.pptx
5/40
Analysis of AD media & Media Strategies
Out-of-home advertising, or outdoor for short, is theoldest form of advertising with origins dating backliterally thousands of years.
Although billboard advertising is the major aspect ofout-of-home advertising, outdoor encompasses avariety of other delivery modes: ads on bus shelters,various forms of transit ads (including ads painted
on buses and trucks), shopping-mall displays, T-shirts with brand logos, and so on.
Outdoor advertising is regarded as a supplementary,rather than primary.
-
8/13/2019 ADV analysis of strategy 6.pptx
6/40
Analysis of AD media & Media Strategies
Although there are a variety of out-of-homeadvertising vehicles,billboardadvertising is themajor outdoor medium.
Advertising on billboards is designed with namerecognition as the primary objective. The majorforms of billboard advertising are poster and painted
bulletins.
Poster Panels: these billboards are what we regularlysee alongside highways and in other heavily traveledlocals. Posters are silk-screened or lithographed andthen brought and pasted in sheets to the billboard.
-
8/13/2019 ADV analysis of strategy 6.pptx
7/40
Analysis of AD media & Media Strategies
Painted Bulletins: painted bulletins are handpainted (technology has changed nowadays) directlyon the billboard by artists hired by the billboardowner.
These bulletins are generally repainted every severalmonths to provide a fresh look.
Advertisers typically purchase these large bulletinsfor a one-to-three-year period with the objective ofachieving a consistent and relatively permanentpresence in heavily traveled locations.
Spectaculars: an extremely large outdoor display
that incorporates special electrical or mechanicaldevices
-
8/13/2019 ADV analysis of strategy 6.pptx
8/40
Analysis of AD media & Media Strategies
Outdoor advertising strengths: Its broad reach and high frequency levels. It is
effective in reaching virtually all segments of thepopulation. The number of exposures is especially
high when signs are strategically located in heavy-traffic areas.
Another advantage is geographic flexibility.
Low cost per thousand. It is least expensiveadvertising medium on a cost-per-thousand basis.
Outdoor ad is literally bigger than life, productidentification is substantial. The ability to use large
-
8/13/2019 ADV analysis of strategy 6.pptx
9/40
Analysis of AD media & Media Strategies
representations offers marketers excellentopportunities for brand and package identification.
Outdoor advertising also provides an excellent
opportunity to reach consumers as a last reminderbefore purchasing. This explains why frequentlypurchased products and services (like soft drinks,
beer, and restaurants) are the heaviest users of
outdoor advertising. Advertisers in these categorieshope to have their brands seen just prior to theconsumers brand choice.
Flexibility: endless colours, typeface, size, shapes can
be varied
-
8/13/2019 ADV analysis of strategy 6.pptx
10/40
Analysis of AD media & Media Strategies
Limitations:
A significant problem with outdoor advertising is
non selectivity. Short exposure time is another drawback.
It is also difficult to measure outdoor advertisingsaudience.
Environmental concerns.
Message- frequent change required.
Public criticism.
-
8/13/2019 ADV analysis of strategy 6.pptx
11/40
Analysis of AD media & Media Strategies
Newspapers have historically been the leadingadvertising medium, but recently television (use of
Internet also) surpassed newspapers as the mediumthat receives the greatest amount of advertisingexpenditures. This is partially attributed to the factthat newspaper readership has been on a constant
cycle of decline for a number of years. Butnewspapers also enjoy a reputation for credibilitythat creates a positive advertising environment.
-
8/13/2019 ADV analysis of strategy 6.pptx
12/40
Analysis of AD media & Media Strategies
Pros:
Newspapers appeal primarily to an upscale audience,especially those adults 35 and older.
It is extremely flexible with opportunities for color,large and small space ads, timely insertion schedules,coupons, and some selectivity through specialsections and targeted editions.
With coupons & sophisticated tracking methodology,it is much easier to measure newspaper responserates than with most other media.
-
8/13/2019 ADV analysis of strategy 6.pptx
13/40
Analysis of AD media & Media Strategies
Cons:
Most newspapers have about 60% advertisingcontent. This high ratio of advertising, combined
with average reading time of less than 30mins,means few ads are read.
Overall newspaper circulation has fallen far behindpopulation & household growth. In many markets
total newspaper penetration is below 30%. Inaddition, readership among a number of keydemographics such as teens and young adults hasnot kept pace with population growth.
-
8/13/2019 ADV analysis of strategy 6.pptx
14/40
Analysis of AD media & Media Strategies
Newspaper advertising offers a number ofadvantageto businesses from large organization tothe smallest retailer.
Flexibility of advertising formats and audiencecoverage.
Newspapers are especially useful in reaching upscalehouseholds and opinion leaders along with all major
demographic segments. N. offer advertisers a number of creative options
including outstanding color reproduction andpreprinted inserts.
-
8/13/2019 ADV analysis of strategy 6.pptx
15/40
Analysis of AD media & Media Strategies
Categories of newspaper advertising N. derives approximately 70% of their revenues from
advertising. All newspaper advertising is divided intotwo categories:
CLASSIFIED advertising- is comprised of a variety ofads from a small notice announcing a yard sale tothose for the largest automobile dealers and real
estate firms. DISPLAY advertising-is all the non classified
advertising in a newspaper.
Classified Display
-
8/13/2019 ADV analysis of strategy 6.pptx
16/40
Analysis of AD media & Media Strategies
Strengths:
People read newspaper for news, so they are in the
right mental frame to process advertisements. Mass audience coverage
Flexibility-different types of ad can be placed indifferent relevant sections
The ability to use detailed copy
Timeliness
-
8/13/2019 ADV analysis of strategy 6.pptx
17/40
Analysis of AD media & Media Strategies
Limitations:
Clutter
Not highly selective media Occasional users of newspaper space pay higher rates
than regular users
Offer a mediocre reproduction quality Buying difficulty
Changing composition of newspaper readers.
-
8/13/2019 ADV analysis of strategy 6.pptx
18/40
Analysis of AD media & Media Strategies
Virtually all magazinesare targeted to specialinterests, business, demographics, or lifestyles oftheir readers.
Today magazinesare made for niche readersespecially those in categories with special value toadvertisers.
Magazineshave adopted internet technology to
provide web versions of their publications as value-added resources for both readers and advertisers.
-
8/13/2019 ADV analysis of strategy 6.pptx
19/40
Analysis of AD media & Media Strategies
Pros: Creative flexibility available with magazines through
superior colours and good quality paper.
The number & range of specialized magazinesprovide advertisers with an opportunity for narrowlytargeted audiences.
Magazines provide strong visuals to enhance brandawareness and they have the ability to deliver amemorable message to their niche audiences.
Magazines are portable, they have a long life, andthey are often passed along to several readers.
-
8/13/2019 ADV analysis of strategy 6.pptx
20/40
Analysis of AD media & Media Strategies
Cons: In recent years, magazine audience growth has not
kept up with increase in advertising rates. Magazinesare among the most expensive media on a per
prospect basis. Advertising clutter has become a concern of many
magazine advertisers.
Despite the obvious advantages of magazines
specialization, it means that a single magazine rarelyreaches the majority of a market segment.
long lead time-need to book AD long time before ofthe publication.
-
8/13/2019 ADV analysis of strategy 6.pptx
21/40
Analysis of AD media & Media Strategies
Radiois nearly ubiquitous medium: most homeshave radios, virtually all cars have radio, sometelevision models have radios, radios are free withmost of the mobile phones.
Radio can always be considered as strong potentialadvertising medium. Although radio has always beena favorite of local advertisers, it is only in recent
years that regional and national advertisers havebegun to appreciate radios advantages as anadvertising medium.
-
8/13/2019 ADV analysis of strategy 6.pptx
22/40
Analysis of AD media & Media Strategies
Radio advertisers are interested in reaching targetcustomers at a reasonable expense while ensuringthat the station is compatible with the advertisers
brands image and its creative message strategy.
A second consideration is the choice of geographicareas to cover. National advertisers buy time fromstations whose audience coverage matches theadvertisers geographic areas of interest. This means
locating stations in preferred metropolitan statisticalareas (MSAs) or in areas of dominant influence(ADIs)
-
8/13/2019 ADV analysis of strategy 6.pptx
23/40
Analysis of AD media & Media Strategies
A third consideration in buying radio time is thechoice of day part. Rate structures vary depending onthe attractiveness of the day part and popularity ofthe slots.
Strengths:
An extensive variety of radio programming enablesadvertisers to pick specific formats and stations to beoptimally compatible with both the composition oftheir target audience & their creative messagestrategy.
-
8/13/2019 ADV analysis of strategy 6.pptx
24/40
Analysis of AD media & Media Strategies
Second major advantage is its ability to reachprospective consumers on a personal and intimatelevel. Unlike local store merchants, radio announcerssometimes are extremely personable and convincing.
Economy is a third advantage of radio advertising. Interms of target audience, radio advertising isconsiderably cheaper than other mass media.
A very important advantage of radio advertising is its
ability to transfer images from television advertising.The mental image which can evoked from televisioncan be transferred into radio ad for sustainable effect
-
8/13/2019 ADV analysis of strategy 6.pptx
25/40
Analysis of AD media & Media Strategies
Limitations:
Radio listeners frequently switch stations, especially
on their car radios, to avoid commercials. Second limitation is radio is the only major medium
that is unable to employ visualization.
The advertiser is unable to reach a diverse audience
because each radio station and program has its ownunique set of audience demographics & interests.
Difficulty of buying radio time.
-
8/13/2019 ADV analysis of strategy 6.pptx
26/40
Analysis of AD media & Media Strategies
As an advertising medium, Television is uniquelypersonal and demonstrative, yet it is also expensiveand subject to considerable competitive clutter.
Consumers consider television the most cluttered ofall ad media.
Advertising costs, audience characteristics, andprogramming appropriateness vary greatly at
different times of the day and during different daysof the week. The 3 major day parts are prime time,daytime, and fringe time.
-
8/13/2019 ADV analysis of strategy 6.pptx
27/40
-
8/13/2019 ADV analysis of strategy 6.pptx
28/40
Analysis of AD media & Media Strategies
Fringe time: the period preceding and followingprime time is known as fringe time. Early fringe timestarts with afternoon and is devoted primarily tochildren. Late fringe appeals primarily to youngadults.
Cable advertising focus on narrow areas of viewing
interest, advertisers are able to reach more finelytargeted audiences (in terms of demographics andpsychographics).
-
8/13/2019 ADV analysis of strategy 6.pptx
29/40
Analysis of AD media & Media Strategies
Strengths:
Television possesses the unique capability todemonstrate a product in use. Viewers can see and
hear a product being used, identify with the productsusers, and imagine themselves using the product.
Television advertisements engage ones senses andattraction attention, i,e it has intrusion value.
Television ad is the combination of ability to provideentertainment and generate excitement.
It has unique ability to reach consumers one on one.
-
8/13/2019 ADV analysis of strategy 6.pptx
30/40
Analysis of AD media & Media Strategies
Limitations:
First, and perhaps most serious, is the rapidly
escalating advertising cost. Erosion of television viewing audience.
Audience fractionalization.
Research reveals that perhaps as high as one-third ofa potential audience for TV commercials may be lostto zapping.
Clutter.
-
8/13/2019 ADV analysis of strategy 6.pptx
31/40
Analysis of AD media & Media Strategies
Interactive ad media: Interactive media allows an individual to seek
information ask questions and get answers withoutany human assistance .
Interactive media at this time includes-
CD_ROM
Virtual reality-interactive kiosks etc
Internet, pop-up boxes, e-mails etc Streaming Media: multimedia content that can be
accessed on Internet without being downloaded first
-
8/13/2019 ADV analysis of strategy 6.pptx
32/40
Analysis of AD media & Media Strategies
Alternative ad media: Several alternative or unconventional media options
are available to advertisers are identifies, like:
Yellow page advertising
Video ad/ DVD ad Product placement in movies, soap-operas
Virtual signage-logos in various sports fields
Ads in yellow pages, behind the aircrafts seats etc,back of tickets, gate passes, comic books etc
Promotional Ring Tones on cell phones
Ads through SMS
-
8/13/2019 ADV analysis of strategy 6.pptx
33/40
Analysis of AD media & Media Strategies
Media planning process:
Marketing
strategy Media
strategy
Advertising
objectiveAd budget Message
strategy
Target audience selectionObjective specification
Media & vehicle selection
Media buying
-
8/13/2019 ADV analysis of strategy 6.pptx
34/40
Analysis of AD media & Media Strategies
-
8/13/2019 ADV analysis of strategy 6.pptx
35/40
Analysis of AD media & Media Strategies
Media Planning Strategies:
While media strategy is being developed, the focusof analysis is on the media and delivering themessages. The key questions at this stage are:
1.Who is the target audience for advertising?
2.What internal & external factors may influencethe media plan?
3.Where(geographic area) & When (timing) tofocus the advertising efforts?
-
8/13/2019 ADV analysis of strategy 6.pptx
36/40
Analysis of AD media & Media Strategies
The situation analysis may reveal more than a fewtarget market and to decide which specific group to
be addressed, the media planner need to work withthe following people:
a) Client
b) Account Executive
c) Marketing Department
d) Creative Director
At this stage several other data is also required like:
Audience size, product users among adults (M&F),
teens, heavy users, light users etc.
-
8/13/2019 ADV analysis of strategy 6.pptx
37/40
Analysis of AD media & Media Strategies
Few Decision Making Parameters:
WHERE & WHEN to advertise?
Generally, sales volume are not uniform in allmarkets and market potential also varies acrossmarkets.
Where would it be wise to spend the advertising
money?
Obviously, those markets should be the priority areasthat are most likely to meet the desired objectives.
-
8/13/2019 ADV analysis of strategy 6.pptx
38/40
Analysis of AD media & Media Strategies
Develop & Implement Media Strategies:
a number of media alternatives and media vehiclesare available to advertisers.
In certain instances it is possible that only onemedium and vehicle may be used, this sometimesmay be the case with small budget organizations.
Large organizations usually use a number of media
alternatives and vehicles. The goal could be full coverage of the market,
however, in real situations the coverage of the mediadoes not allow for this, some potentials are left
without exposure always.
-
8/13/2019 ADV analysis of strategy 6.pptx
39/40
Analysis of AD media & Media Strategies
The media planners objective is to reach as manymembers of the target audience as possible and atthe same time minimize the extent of any wastecoverage.
This is something where perfection is almostimpossible and the media planner has to live withtradeoffs.
for advertising mass consumption products, massmedia are generally very effective in reaching largenumbers of target audience. In such situations thereis bound to be some waste coverage.
-
8/13/2019 ADV analysis of strategy 6.pptx
40/40
Analysis of AD media & Media Strategies
So far, there is no known way to determine howmuch reach is required to achieve desired levels ofawareness, attitude change or purchase intentions.
Also, there is no certainty that an ad placed in aparticular media vehicle will actually reach the targetaudience.
In advertising terminology, FRQUENCY refers to the
average number of times audienceindividuals/households are exposed to a media in anadvertising cycle, not necessarily to theadvertisement itself.