ADVERTISING & MEDIA MANAGEMENT PESBBM

CHAPTER-2

MEDIA MANAGEMENT

1. What is Media Planning?

Media Planning is the process of designing a course of action that shows how advertising
time and space will be utilized to contribute to the achievement of marketing and
advertising objectives

2. State the variables on which Media Decisions are made

 The creative strategy established for the campaign
 The characteristics of the target market

3. State the three basic decisions that are made during media selection process
 The general type of media is chosen (Newspaper, magazine, radio, television)
 Class within the chosen type are picked (type of magazine-
sports/business/fashion, channel category-sports, entertainment)
 A specific media vehicle (Business world/femina, ESPN/HBO)

4. Define ‘REACH’, ‘FREQUENCY’, ‘CONTINUITY’

REACH: It is related to coverage i.e. the number of people who are exposed to the
message at least once during a stated period (may be a week or a month)

FREQUENCY: It is the number of members of the audience are exposed to the

advertising message and the number of times they are exposed

CONTINUITY: It refers to continuous scheduling of advertising during a month or a

year. It is brought about by the advertising theme, style, layout etc

5. What is Media Testing

Media testing is that portion of media plan that evaluates controlled projects to discover
empirical criteria to evaluate media objectives and strategy

6. What is Communication

Communication is a process in which two or more persons , consciously or

unconsciously, attempt to influence each other through some use of symbols or stimuli.
ADVERTISING & MEDIA MANAGEMENT PESBBM

In other words communication is an exchange of facts, ideas, opinions, or emotions by

two or more persons.

7. What is Advertising goal

An Advertising goal is a specific communication task, to be accomplished among a

defined audience, in a given period of time.

8. What is an Advertising Agency

An Advertising agency is an independent company providing a series of
service to its client. It helps advertisers create advertisements and place them with
the appropriate media.

9. What is Publicity

Publicity is a planned effort to maintain a rapport between the organization and its
environment. Publicity refers to news items, conferences, seminars, awards, prizes,
interviews etc. all aiming at promoting the organization and its products

10. Differentiate between Advertising and Publicity

Publicity’s motive is to create a favorable climate for the organization
whereas advertising is having a narrower objective of selling.
Marketers have less control over publicity than they have over advertising

11. What is DAGMAR?

DAGMAR stands for “Defining Advertising Goals For Measured Results”. It
refers to the goal of advertising to achieve specialized objectives and it recognizes
that different advertisements could have a number of objectives.

12. What is an Ad Appeal?

An appeal is the earnest request to the prospects. An ad appeal presents the
creative attempt to motivate the consumers, a positive action to change consumer’s
attitude and opinions.
It is a powerful message that arouses a latent need or desire amongst
consumers.

13. Expand AIDAS

ATTENTION
INTEREST
DESIRE
ACTION
SATISFACTION
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14. Briefly explain the key factors influencing Media Planning

PRODUCT CHARACTERISTICS

MARKETING CONDITIONS CHANNELS OF DISTRIBUTION

PROMOTIONAL STRATEGY

NATURE OF ADVERTISING COPY

SIZE OF THE BUDGET

MEDIA CHARACTERISITICS
MEDIA CONSIDERTION

MEDIA DECISIONS

MEDIA COST EFFICIENCY

MEDIA AVAILABILITY

ADVERTISING PROGRAMME
EMPLOYED

COMPETITIVE
ADVERTISING EFFORTS COMPETITORS EXPENDITURE ON
ADVERTISING

A. MARKETING CONDITIONS
 Marketing conditions, to a great extent, influence the marketing plans of the
advertiser that in turn, influence the advertising plans
 Media plans are likewise affected by what the firm hopes to achieve in the
market place through the use of advertising

a. Product Characteristics
 Product characteristics decide the media to be used by the advertiser, certain
specific characteristics may disqualify its advertiser to use a particular medium
 If product requires demonstration, the advertiser may select television as a
medium. And similarly, if a detailed discussion of sales points are necessary,
print media will be preferred
b. Channels of Distribution
 Geographical distribution of goods or different channels of distribution should
be carefully selected
ADVERTISING & MEDIA MANAGEMENT PESBBM

 The choice of media is affected by area of market(regional/national), middlemen

reaction(wholesalers/retailers)
 The media planners should consider the pattern of distribution used in
marketing the advertised product
c. Promotional Strategy
 The advertiser must co-ordinate various promotional mix tools like personal
selling, sales promotional and public relation, so that an interdependence may
exist among them
 Media choices are important in product positioning or in creating the image of
the product in the minds of the consumer public because each medium carries a
different image of the product.
 Promotional and positioning strategies influence the choice of media.
d. Nature of the advertising copy
 The advertising message itself plays an important part in making choice for the
advertising media
 The message or the campaign themes may be desined for universal use, i.e, they
may be adapted to almost every advertising medium or the themes may be
developed only to suit the specific media.

B. MEDIA CONSIDERATIONS
 Advertising media posses certain dimensions that affect the media decision. In
deciding the media objectives, various factors have their impact on media
decision
a. Size Of the Budget
 The size of the advertising budget i.e, amount allocated for the advertising
activity puts an upper limit on the advertising efforts of the advertiser
 The size of the budget prescribes what media an advertiser can afford. A small
budget owner cannot afford to a media which is easily affordable by a large
budget owner
b. Media Characteristics
 In developing media objectives, the four major inherent characteristics
of the media should be considered
Reach , Frequency, Continuity and Dominance
c. Media Discounts
 After choosing the class of media, the advertiser may select an
advertising media because the discounts offered by the media owners
 The choice of media is strategically made and the savings are utilized to
enhance the quality of ad.
 The media buyer must weigh the possible gains and losses before final
media selections are made.
d. Media Cost Efficiency
 The advertisers focus is to carry the message to the largest number of
audience and thus attain an economy in cost of advertising per audience
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e. Media Availability
 The availability of time space may also determine the media choice.
Often, the advertiser may not be able to use the media because of non
availability of time slot

C. COMPETITIVE ADVERTISING EFFORTS

 Advertising is one of the forces used to design the right marketing
programme that improves the market share.
 The success of an advertiser can be ascertained on the basis of two
factors
a. The advertising programme employed
b. Competitor’s expenditure on advertising
 The advertiser should have a close watch on the media used by his
competitors

15. What are the various difficulties involved in selecting media type?
The procedure of selection of advertising media type is not so easy as it is taken.
Various considerations are there which make the selection difficult.
 Difficulty in Audience Measurement- The success of advertising is on
the point how many audiences were exposed to the advertisement in a
specified time. Audience measurement difficulty level varies with the
type of media
 Difficulty of Cost Comparison- There is a cost per thousand concept in
every medium type for the advertiser but the basic unit varies,
sometimes being cost per thousand homes or thousand viewers etc.
 Reliability of manufacturer- determination of how much reliability a
manufacturer should place on a particular type of medium. The factors
like availability, suitability, selectivity and competition are very
important aspects to be considered by an advertiser.

16. Depict the communication model and briefly describe the communication process

Communication is an exchange of facts, ideas, opinions, or emotions by two or more

persons. The communication process involves the following elements:

SENDER ENCODE MESSAGE CHANNEL DECODE RECEIVER

FEEDBACK
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A. SENDER: The sender may wish to communicate a feeling, an attitude, a belief, or some fact
to another person

B. ENCODING: The sender must find some way to encode the desired message so that it will
accurately convey the message to the desired destination. The source may use words,
pictures, symbols, body language, or some other recognizable code or signal

C. MESSAGE: The sender has to encode the message in a way that will maximize the likelihood
that the receiver will interpret it in a way that would enable the receiver to understand the
intended meaning

D. CHANNEL:
 The sender must then find a suitable channel or medium through which to transmit
the message.
 Considerable deliberation must be taken to select the channel with characteristics
most appropriate to the type of message involved.
 To make the message delivery efficient, the channel must have direct access to the
receiver and be relatively free from noise and distortion

E. DECODE:
 The sender’s message, after being received by the target audience, is transformed
into a perceived message.
 The perceived message is the outcome of receiver’s information processing
activities leading to interpretation of thoughts or meanings by the receiver.
 The nature of relationship between the sender and receiver, the sender’s and
receiver’s experiences, attitudes, values, biases and the context in which the
message is perceived will influence the decoded message and also influence any
meaning derived by the individual from it.

F. FEEDBACK:
 The feedback mechanism helps the original sender to monitor how accurately the
intended meaning of the message was conveyed and received.
 In case of many marketing communications, mass media is used to reach widely
scattered audience and in such situations accurate feedback information is rare and
very difficult to obtain

17. Briefly write a note on DAGMAR APPROACH

Russel H.Colley introduced the concept of DAGMAR approach which means ‘Defining
Advertising Goals for Measured Advertising Result’. An advertising goal is a specific
communication task, to be accomplished among a defined audience, in a given period of
time.
ADVERTISING & MEDIA MANAGEMENT PESBBM

 DAGMAR outlines a specific approach to measuring whether advertising goals have

been achieved
 The development of operational objectives usually starts with a consideration of
the ultimate behavior that advertising is to influence i.e, whether it is to maintain
the loyalty of the existing customers or to attract new ones or to generate visits to
retailers.
 Operational objectives provide criteria for decision making and serve as a standard
to evaluate the performance
The two concepts which are focused in this approach are:
a. It involves a communication task as opposed to a marketing task
b. Involving an unambiguously defined task, among a defined audience, in a given
time period.

COMMUNICATION TASK

 Advertising has been well recognized as a mass paid communication media

that is intended to create awareness, impart information, develop attitudes,
or induce action- all beneficial to advertiser
 It is important to recognize that advertising is mass communication and that
communication is only a part of total marketing effort
 The communication task is based on hierarchy of effects model of
communication process involving awareness, comprehension and image,
conviction or attitude and action

SPECIFIC TASK

 The advertising goal should be a measurable task involving a starting

point, a defined audience, a fixed time period and written

Suggestions of DAGMAR Approach

 A systematic information gathering process, termed the 6-M

approach be employed to analyse the market and product situation
 To use checklist of reasonable promotional task
 To stimulate ideas or decision alternatives, thus guiding towards
more rational decisions

18. Write a note on stimulating and expanding demand

Demand stimulation directly means that the demand should be increased, for this the marketer
should focus on the following factors:

A.Understanding and attacking customer’s need

 The marketer should focus on the very need of the consumer to attract them indeed,
then only the stimulations will be converted into the sales.
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B. Reminder

 To stimulate the demand the advertisement or promotion efforts should be reminded

time to time so that the audience can be stimulated enough and the objective of
demand can be fulfilled

C.Use of Multimedia

 This gives a right shape to the advertising because it is very clear that not all the people
watch television and not all read newspaper.
 Hence, multimedia will be used to perform two important jobs for the marketer. Giving
the completeness to the advertising as well as it will remind the ads with the help of
different mediums

D. Experts and trained staff

 to achieve the objective of sales expansion the staff should be trained enough
which is going for direct marketing the advertising management should be done
by experts

E. Right Scheduling
 The proper scheduling of every effort should be done to put a positive impact on
the buyers of the product and potential customers
 Time scheduling is also very important when there is some direct contact with
the customers

Demand Expansion considers the following factors into consideration

A. Current Demand
 The efforts are directed to promote the current demand of the products
 Sales promotion activities are done very rapidly and seasonal
 Advertising is also done to stimulate demand in short run
B. Future Demand
 The efforts of expansion of sales are done to promote the sales in future
 The advertisement and promotional activities are done to position the product
for a long time period

19. What are various kinds of appeals? What are the essentials of a sound advertising appeal?
20. State the functions of Advertising
21. Write a note on Advertising Plan