ByGroup no.

Media means the different tools through which the advertiser communicates his advertising message to the consumers Media research is called AUDIENCE RESEARCH. It is an important part of Market Research
2

A Target audience Profile (TAP) is a written and very detailed appraisal of your customers characteristics, attitudes, and behavior. Demographics describes who your customers are Psychographics describes what your customers choose and why

TRPs provide viewership data on TV programs Booking of time and space can be made accurately selection of a program to be sponsored

According to Mr. Ashish Bhasin, President, Initiative Media if people enjoy the advertisement it is more likely that they will remember to act upon it In terms of overall advertising expenditures, media advertising is still dominated by press and television Posters and radio follow some way behind Cinema representing a very specialist medium
5

FACILITATES SELF EVALUATION:

Provides additional revenue to the media owner Self evaluation is defined as judging the quality of their work, based on evidence and explicit criteria, for the purpose of doing better work in the future The classification of the target audience helps the media planner to understand the media consumption habits and accordingly choose the most appropriate media or media mix.
6

AVAILABILITY OF DATA:

BENEFITS OF MEDIA PLANNER:

Identify the best mix of media channels Using research data Allows planners to engage in detailed media research and analysis, site selection, planning and campaign analysis

BENEFITS TO RESEARCH ORGANIZATION:

MARG/ ORG/ABC conduct their research regularly Around the world in stores, homes and on the streets using the most richest most comprehensive market, professional service and analytical and proprietary tools in the industry
7

1.

Print Advertising Newspapers,

Magazines, Brochures

10

4. COVERT ADVERTISING Advertising in

Movies
5. SURROGATE ADVERTISING Advertising

Indirectly
6. PUBLIC SERVICE ADVERTISING Advertising

for Social Causes

11

12

13

ADVANTAGES
reach a huge number of people flexibility in deciding the ad size and placement ad can be as large as necessary exposure to ad is not limited

14

DISADVANTAGES

a price-oriented medium expensive compete against the clutter of other advertisers newspapers are a highly visible medium ad to have a short shelf life

15

ADVANTAGES Better targeting of audience Higher reader involvements Permits even small ads to stand out

DISADVANTAGES Space and ad layout costs higher Sometimes exposed to vulgarity

16

ADVANTAGES Wide availability Action oriented Reasonable inexpensive Response can be easily measured and tracked

DISADVANTAGES Pages can look cluttered Placed with the ads of competitors Limited creativity in ads Slow to reflect market changes

17

18

ADVANTAGES Universal medium Gives your business personality Free creative help Rates are negotiable Have seen less inflation

19

DISADVANTAGES Listeners are spread over many stations Listeners can not go back to your ad Its mainly a background medium

20

ADVANTAGES Permits you to reach large numbers of people

Ability to convey message with sight, sound and motion

21

DISADVANTAGES Message is temporary Limited length of exposures Relatively expensive Sometimes they are not realistic

22

The Department of Consumer Affairs has commissioned video spots of 30-second duration on various consumer related issues. Railway tickets as well as utility bills such as electricity bills. Released to more than 400 newspapers

23

24

SAVE WATER
CAST YOUR PRECIOUS VOTE
25

Telephone sales, or telemarketing is an effective system for introducing a company to a prospect and setting up appointments

ADVANTAGES
product services cost-effective highly measurable results lot of information outsourcing increased efficiency improves relationship expand sales territory

26

DISADVANTAGES increasing number of people implementing tougher measures lots of businesses extremely expensive

27

This kind of advertising entails the use of imprinted, useful, or decorative products called advertising, specialties, such as key chains, computer mouse, mugs etc. These articles are distributed for free recipients need not purchase or make a contribution to receive these items.
28

ADVANTAGES
flexibility high selectivity factor availability instant awareness DISADVANTAGES goodwill supplement targeting

inappropriate medium promotional product saturation

29

The nature of the product. Potential market of the product. The type of distribution strategy. The advertising objective. The type of selling message. The budget allocation of the advertiser for a particular product Competitive advertising. Media Availability.

30

Characteristics of media. Need of repetition of advertisement for expected results. Circulation, readership and goodwill of the media. Nature and feature of customers for the product to be advertised. e.g. literate, illiterate, rural etc.

31

Advertising can be define as a paid form of non professional but encouraging, complimenting and positively favorable presentati on of goods and services to a group of people by an identified sponsor.
32

IMPORTANCE OF ADVERTISING:

In a successful business, advertising play an essential and important role. Advertising create awareness in people. Advertising, in a straight line, increases profit of the companies by increasing its revenue.

33

MEDIA OF ADVERTISING:

Communication by which advertising message conveyed to the audience are called Media of Advertising. It helps the companies to develop the market equity. It creates the positioning of the company and facilitates the image of the company. It helps to send the message to large audience. success of advertising depends upon the right selection of media, the timely release of the advertisement message, its frequency and continuity, and the place of its release. Media of advertising includes both electronics and non-electronic means of communication.

34

IMPORTANCE OF NON ELECTRONIC ADVERTISING

This mode of advertising advertises brands via newspaper, pamphlets, brochures, magazines, journals and books. Non electronic media is in reach about every local. Advertising on print media is comparatively cheaper than advertising on television.

35

IMPORTANCE OF ELECTRONIC ADVERTISING:

Advertising by means of electronic means of communication is most popular way to advertising. One can cover a wide range of audiences of all ages, color and gender by using this mean. Advertising on internet is getting more popular with time.
36

Many of the firms have their own department of advertising whose aim to advertise the companys merchandise and services to the potential buyers and make general consumers aware of different aspects of their brand. While, on the other hand, many organizations depends upon advertising agencies for promoting their brands and services with are available under their roof for the consumers disposal. Advertising agencies have expert consultants and executives to make proper strategies to promote your brands.

37

We visited a newly established coaching class ACHIEVERS ACADEMY.

The class is solely owned by Mr. Nimesh Agarwal This class focuses or specializes only on professional courses or also known as self finance courses.

It has adopted a distinct way of advertising itself:

38

Posting banner behind the rickshaws Publicizing themselves through facebook Sponsoring local

community festivals like

Ganesh Utsav, Navratri, etc and local events like football tournaments word of mouth publicity
39

40