media
DESCRIPTION
MEDIA. BY: PRIYA BAJPAI (7357) SWAGATA NAG (7435). Media. When we think of “media”, we think of:. Message Transmitted To A Large Number of People At The Same Time. Types of Media used in Advertising Traditional or Mass Media Niche Media Non-Conventional Media. Media Goals. - PowerPoint PPT PresentationTRANSCRIPT
MEDIA
BY: PRIYA BAJPAI (7357)SWAGATA NAG (7435)
MediaWhen we think of “media”, we think of:
Message Transmitted To A Large Number of People At The Same Time
Types of Media used in Advertising
Traditional or Mass Media
Niche Media
Non-Conventional Media
Media Goals
• Inform the public
• Monitor what’s happening around us
Media Outlets
• Press• Radio• Television• Internet• Posters• Mobiles
PRESSThese are still traditionally categorized, from the media buyer's viewpoint, on the basis of class. Few types of press medias are:•National newspapers•Regional newspapers •Magazines
TELEVISION
This is normally the most expensive medium. It offers by far the widest coverage, particularly at peak hours (roughly 7.00--10.30 p.m.) and especially of family audiences. it has the greatest impact because of offering sight, sound, movement and colours.
POSTERSThis industry is also known as Out of Home Media. However, this category is not limited to posters and billboards. It may involve the use of media space in airports, malls, convenience stores, etc.
RADIOIt typically generates specific audiences at different times of the day; for example, adults at breakfast, housewives thereafter, and motorists during rush hours. It can be a very cost-effective way of reaching these audiences although the types of message conveyed will be limited by the lack of any visual elements.
MOBILE ADVERTISING
Although the personal mobile phone is becoming very attractive as an important advertising media to the network operators, it is relatively unproven and therefore still remains in the media buyers' sidelines.
CINEMA
Although the numbers in the national audience are now small, this may be the most effective medium for extending coverage to the younger age groups, since the core audience is aged 15-24.
INTERNET/WEB ADVERTISING
This is a rapidly growing force in marketing. It is very varied in form, but much of it still follows the example of press advertising, but the most effective usage .
Working with the Media
Each medium has specific expectations:
• Television - access to the “action visual” • Radio - immediate audio or an interview• Newspaper reporters - more detail and
background information
CHOOSING THE RIGHT MEDIA
Audience Research
Think logically
Audience Research
Think logically
Finding out exactly the audience for a magazine or newspaper, or who watches at a given time on television, is a specialized form of market research, which is often conducted on behalf of the media owners.Once you have done some initial research, all you have to do is think logically about the four main points: 1. How much money do I have to spend? 2. Which media will reach my target audience ?3. What is the main focus and objective of this campaign ?4. What kind of message do I want to give out ?
DEVELOPING THE MEDIA PLAN
MARKET ANALYSIS
ESTABLISHING MEDIA OBJECTIVES
DEVELOPING AND IMPLEMENTING MEDIA
STRATEGIES
EVALUATIO N AND FOLLOW -UP
Advantages /Disadvantages
MEDIA ADVANTAGES DISADVANTAGES
TELEVISION •MASS COVERAGE•ATTENTION GETTING•IMPACT OF SIGHT,SOUND AND MOTION•HIGH PRESTIGE
•LOW SELECTVITY•HIGH ABSOLUTE COST•HIGH PRODUCTION COST
RADIO •LOCAL COVERAGE•LOW COST•HIGH FREQUENCY•FLEXIBLE •LOW PRODUCTION COSTS
•AUDIO ONLY•FLEETING MESSAGE•LOW ATTENTION GETTING
MEDIA ADVANTAGES DISADVANTAGES
NEWSPAPER •HIGH COVERAGE•LOW COST•READER CONTROLS EXPOSURE
•SHORT LIFE•SELECTIVE READER EXPOSURE•LOW ATTENTION GETTING CAPABILITIES
DIRECT MAIL •NOT RESTRICTED TO SMALL COMPANIES•ABILITY TO SEGMENT THE MARKET•HIGH INFORMATION CONTENT
•POOR IMAGE(JUNK MAIL)•HIGH COST/CONTACT
Advertisements
CONCLUSIONS
Media works as platform for making information reach to the masses and in developing a direct and emotional bond between the service provider and the user .It helps in making people as consumers informative and knowledgeable about the diversity in product availability or in making them the right choosers. But what is important is to regulate and to have proper checks on the right usage of media in promoting the filtered and the authentic information so as the right purpose of media in making people aware and judicious can be achieved.
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