ADVERTISING

AND
BRAND
MANAGEMENT
 What is ADVERTISING?
Definition: A paid form of non-personal presentation and
promotion of ideas, goods or services by an identified sponsor
intended to promote or sell a business’s product or service.
O&M(Ogilvy & Mather), Lintas, Batten Barton Durstine & Osborn
(BBDO), Chaitra Leo Burnett, McCann Erickson, DDB Mudra
Communications.
• Heavily focused on the analysis, planning, implementation,
control and decision-making activities of the advertiser.
• The focal point is to develop an advertising program for the
advertiser.
• For multilayered products, multiple advertising programs have
to be formulated.
• The institutions involved- ad agency, media, research suppliers.
Target
THE CONSUMER
 Who ADVERTISES Whom?
DDB Mudra Communications: Founded 25th March 1980
Clients: Aditya Birla Group, Bharat Petroleum, Pepsi, Coalgate,
McDonalds, Reebok, Puma, Peter England etc. Became famous with
their ‘I love u Rasna’ campaign.
McCann-Erickson: Founded 1902. Registered worlds first advertising
trademark ‘Truth Well Told’ in 1912.
Clients: Maybelline, Coca-Cola, Nescafe, Microsoft, Master Card, Sprite
etc.
Ogilvy & Mather: Founded 1948 by David Ogilvy.
Clients: IBM, American Express, Dove, Philips, Coke Zero etc.
JWT (J Walter Thompson): Founded in 1896.
Clients: Nestle (Kit-Kat), Unilever, TATA Motors. etc.
Mercedes Benz- Publicis ad agency.
VishalMegamart Paltanbazar- Shiv Media Total Outdoor Adv Sol.
 What is ADVERTISING?
ADVERTISING is a part of a company’s marketing
communication. The best way to communicate with
ur customers.

LETS PLAY A GAME.

DO YOU KNOW THESE
 What is Advertising?
• Advertising plays the role of disseminating information and
education to the targeted customers.
• Advertising keeps the targeted customer informed about
the developments in the product/group by the
manufacturer/marketer.
 Ethical, Legal and Social Issues in Advertising
• Advertising plays three major roles in modern day
world
• Economic function
• Social function
and
• Psychological function

• Economic function
1. Communicates the message in persuasive language
2. Helps in creating wide market
3. Facilitates exchange between buyer and seller
 Ethical, Legal and Social Issues in Advertising
• Social function
1. Advertizing affects core cultural values and subsidiary values
2. Advertising helps in improving the standard of living of the
society
3. Advertising helps in changing the core set of values over a
period of time.

• Psychological function
1. Advertising impacts consumer behavior affecting his concept of
self, attitudes, perception, belief etc
2. Advertising appeals to our physiological and psychological
motives

4. Advertising creates employment opportunities

 Ethical, Legal and Social Issues in Advertising?
• In today’s fast changing world, companies cannot do without the use
of advertisements. The question here is what to say, whom to say,
how to say and how often.
• What is deceptive advertising?
An advertisement is called deceptive when it misleads people, alters
the reality and affects buying behavior. According to federal trade
commission deception occurs when
1. There is misinterpretation, omission, or a practice that is likely to
mislead
2. The consumer is acting responsibly in the given circumstances
3. The practice is material and consumer injury is possible because
consumers are likely to have chosen differently if there is no
deception.
 Ethical, Legal and Social Issues in Advertising
Deception exists when an ad is introduced in the perceptual process of
the audience in such a way that the output of the perceptual process
differs from the reality of the situation.
1.Violates consumers right to Information: Use of untrue paid
testimonials to convince buyers, quoting misleading prices,
disparaging a rival product in a misleading manner etc.
2. Violates consumers right to safety:
3.Violates consumers right to choice:
4. Advertisements directed at children: Constitute 1/3rd of the
population. Children are naive and vulnerable to the advertiser’s
enticements. They lack independent judgment and experience.
5. Puffery: Use of superlatives Ex Mobile manufacturer ‘Micromax’
recently quoted its Yutopia model as the worlds best smartphone.
6. Use of Sex appeals:
 Ethical, Legal and Social Issues in Advertising
7. Bait Advertising: Taking advantage of the consumers psychology and
depriving them of a choice. Ex Announcing a discount luring the
consumer to the store and then making him purchase product priced
higher.
8. Advertising of harmful products: Cigarettes, liquor, paan masala etc.
Surrogate advertising- Promoting brands which act as a reminder to
other brands by the same manufacturer of generally harmful
products.

Regulations
Role of the Advertising Standards Council of India (ASCI)
• ASCI is a voluntary self-regulatory council established in 1985 to
promote responsible advertising and to enhance public confidence in
advertisements. The council's objectives are:
• To ensure the truthfulness and honesty of representations and claims
made by advertisements
 Ethical, Legal and Social Issues in Advertising
• To ensure that advertisements are not offensive to generally
accepted standards of public decency
• To safeguard against the indiscriminate use of advertising for the
promotion of products regarded as hazardous to society or to
individuals.
• To ensure that advertisements observe fairness in competition so
as to inform the consumer on choices in the marketplace while
observing the canons of generally accepted competitive behaviour
in business
 Ethical, Legal and Social Issues in Advertising
Laws Governing Media
• The Press Council Act 1978
• Cable Television Network Rules, 1994
• Code for Commercial Advertising on Doordarshan and All India Radio
• Electronic Media Monitoring Centre (EMMC)
• Norms for Journalist Conduct issued by the Press Council of India
• Code of Conduct of the News Broadcasters Association

Laws Protecting Society and the Consumer

• Emblems and Names (Prevention of Improper Use) Act, 1950
• Young Persons (Harmful Publications) Act, 1956
• Companies Act, 1956
• Standards of Weight & Measures Act, 1976
• Indecent Representation of Women (Prohibition) Act, 1986
• Consumer Protection Act, 1986
• Laws related to intellectual property rights
 Ethical, Legal and Social Issues in Advertising
Industry-Specific Laws
• The Drugs and Cosmetic Act, 1940
• The Transplantation of Human Organs Act, 1994
• The Drugs and Magical Remedies (Objectionable Advertisements)
Act, 1954
• The Prenatal Diagnostic Techniques (Regulation and Prevention of
Misuse) Act, 1994
• Advocates Act, 1961
• Infant Milk Substitutes, Feeding Bottles and Infant Foods (Regulation
of Production, Supply and Distribution) Act, 1992
• Securities and Exchange Board of India Act, 1992
• The Prize Chits and Money Circulation Schemes (Banning) Act, 1978
 Ethical, Legal and Social Issues in Advertising
• Cigarettes and other Tobacco Products (Prohibition of
Advertisement and Regulation of Trade and Commerce,
Production, Supply and Distribution) Act, 2003
• Public Gambling Act, 1867, the Lotteries (Regulation) Act, 1998
and the Prize Competitions Act, 1955
• Indian Medical Council (Professional Conduct, Etiquette and
Ethics) Regulations, 2002
• The Food Safety & Standards Act, 2006
 Theory of Cognitive Dissonance
Cognitive dissonance is the mental stress or discomfort experienced by
an individual who holds two or more contradictory beliefs, ideas, or
values at the same time, performs an action that is contradictory to
one or more beliefs, ideas or values, or is confronted by new
information that conflicts with existing beliefs, ideas, or values.
The theory of cognitive dissonance states that when someone
experiences inconsistency between their own cognitions (attitudes,
beliefs, or behaviours), they relieve their discomfort (or dissonance)
and regain balance by changing one of their cognitions.
An individual who experiences inconsistency (dissonance) tends to
become psychologically uncomfortable, and is motivated to try to
reduce this dissonance—as well as actively avoid situations and
information likely to increase it.
Advertising companies are aware of this natural phenomena and use it
to their advantage as a persuasive method. 
 Theory of Cognitive Dissonance
Individuals can adjust their attitudes or actions in various ways.
Adjustments result in one of three relationships between two
cognitions or between a cognition and a behaviour.
• Consonant relationship
Two cognitions/actions that are consistent with one another (e.g.,
not wanting to get intoxicated while out, then ordering water instead
of alcohol)
• Irrelevant relationship
Two cognitions/actions that are unrelated to one another (e.g., not
wanting to get intoxicated while out, then tying your shoes)
• Dissonant relationship
Two cognitions/actions that are inconsistent with one another (e.g.,
not wanting to get intoxicated while out, then consuming a large
quantity of alcohol)
 Cognitive Dissonance in Target Audience
Advertising companies must know how to create cognitive dissonance
in their target audience.
The advertiser first needs to know who their target audience is. They
then need to know what their motives are, their attitudes, and what
influences them such as their family, friends, culture, and society.
From this information, advertising companies can use what advertising
angles they think will be most effective.

Advertisers must predict and influence how their target audience will
resolve their dissonance.
Companies want their ads to produce a certain outcome in their target
consumer audience. However, this intended outcome is not
guaranteed. They can better their chances of having their consumers
behave in the way that they want by appealing to stronger influences.
Eg: Smoking can be related to family health or habiting in children etc.
 Theory of Cognitive Dissonance
BUT
Unfortunately, consumers cannot escape the trap of cognitive
dissonance in advertisements.
When asked if knowledge of this phenomena being used in ads would
reduce it's affect on consumers, Dr Scott Roberts says it is unlikely
because cognitive dissonance is a fundamental experience, it is
largely unavoidable.
It is a physiological condition of human brains to want consistency and
to do what is necessary to regain it if it is lost. As mentioned by Dr.
Roberts, one way to regain consistency is to discredit the source as
being false or unreliable and therefore concluding that what they are
trying to persuade you of is bogus. So while we can never completely
avoid the manipulation of advertisements that create cognitive
dissonance, we can deny the persuasive source of the outcome it
wants to see.
Shannon and Weaver Communication Model
 Initial model consisted of three primary parts: sender, channel,
and receiver.
• Claude Shannon and Warren Weaver structured this model based on
the following elements:
• An information source, which produces a message.
• A transmitter, which encodes the message into signals
• A channel, to which signals are adapted for transmission
• A receiver, which 'decodes' (reconstructs) the message from the
signal
• A destination, where the message arrives. Shannon and Weaver
argued that there were three levels of problems for communication
within this concept
The technical problem: how accurately can the message be
transmitted? The semantic problem: how precisely is the meaning
'conveyed'? The effectiveness problem: how effectively does the
received meaning affect behaviour?
BACKGROUND
• THE PROPONENT
Wilbur Schramm
(1907-1987)
 Schramm’s Communication Model
• Based on Shannon & Weaver’s
prior mathematical model.
Features
• the Fields of Experience
• Role of Exchangeability
• Feedback loops
 Definition of Terms
• Encoding – formatting data in coded form
• Decoding- converting coded message into original
sequence
• Interpreting- translate meaning
• Message-
• Source
• Destination
• Signal
• Feedback
Schramm’s Model of Communication

Message

Encoder Decoder

Interpreter Interpreter

Decoder Encoder
Message
 Schramm’s Model of
Communication with Feedback
Message

Encoder Decoder

Interpreter Interpreter

Decoder Encoder
Message
• Feedback “the return process in which the
originator of a message also acts as the recipient of
a message resulting directly from the first message”
– Tannenbaum

• Two Sources of Feedback

• The message returning to the originator of the first
message from the recipient (originated with
Ferdinand de Saussure – 1915)
• People are constantly monitoring their personal
communication behavior and evaluating it – what is
sometimes called “self-monitoring”.
• * Feedback can initiate from sender or receiver.
Schramm’s Field of Experience
Model

Field of Experience Field of Experience

Source Encoder Signal Decoder Destination

 STRENGTHS
• The model provides an additional
perspective which is the ‘field of
experience’
• Included feedback, context and
culture
• Adapted by other model designers
 WEAKNESS

• Does not include multiple

levels of communication
 UNIT II
If it doesn't sell, it isn't creative.
David Ogilvy
 Stimulation of Demand
The primary objective of advertizing is to stimulate customer
demand. Stimulation of customer demand can be
accomplished in two ways.
Primary Demand advertizing: Primary demand
advertising educates the consumer base about the benefits
of an entire product class.
The major purpose of primary demand stimulation is either to
inform customers about a brand new product or technology
that they are unfamiliar with, or to persuade customers that
they haven’t recognized the benefits of a given product.
Typically used in one of two scenarios:
1. to launch a completely new product category or
2. to garner more attention to an under-appreciated category.
 Stimulation of Demand
General guidelines to use primary demand stimulation is if you meet
the following criteria:
(1) you own significant market share in a different category,
(2) all or most of the growth will come to you, or
(3) if your are advertising on behalf of a trade association.

Secondary Demand Stimulation

Secondary demand stimulation, also called selective demand
stimulation, is the better recognized form of traditional marketing.
Secondary demand stimulation advertisements try to take a bigger
piece of the pie from competitors by distinguishing the products
unique advantages.
 SETTING ADVERTISING OBJECTIVES
Advertisements are formulated by the clients for the obvious reason
to elicit response from the target audience. This desired action is-
purchase on the part of the customer.
Sales as an Objective: Even though the role of advertising in creating
awareness and communication can be judged, but its role in
bringing in immediate sales or market share is hard to achieve. The
reason, ads are only one of the many factors that influence sales.
Operational Objectives
Target Audience is almost always the end customer. So every
objective must keep him in mind, when being formulated. Thus,
proper identification and specification of the target audience must
be a part of the objectives.
What behavior do we expect on behalf of the customer- trial
purchase, maintain loyalty, increase brand awareness, increase
frequency of purchase etc.
 SETTING ADVERTISING OBJECTIVES
DAGMAR (Defining Advertising Goals for Measured Advertising
Results) APPROACH ( Hierarchy of effects model by Russel Colley)
Communication Objective:
Unaware Aware Comprehension Attitude Action
 Setting Advertising Objectives
DAGMAR
DAGMAR suggests that the primary objective of ads is to carry the
consumer through these five stages from being unaware to being
aware enough to take necessary action.
Once awareness is created, it has to be sustained throughout so that
the audience is not distracted by competing brands, which may
result in decline of the focus of the audience.
Awareness needs to be created, developed refined and sustained.
Situations where the buyer experiences high involvement the other
elements like sales promotion are better tools in persuading the
customer to buy.
But in situations where he experiences low involvement with high
awareness, they can be quickly persuaded into purchase.
 Setting Advertising Objectives
Comprehension
Awareness on its own may not be sufficient always to stimulate a
purchase. Knowledge about the product, producer, may be
necessary. This can be done by providing specific information.
Conviction
Creating conviction requires moulding of the audiences belief about
the product with the help of comparisons which demonstrate the
superiority of the product over the competitors.
Action
Communications job is accomplished when the customers engage in
purchase activity. Presence of toll free numbers reply cards are a
good option. For high involvement situations personal selling is
quite effective.
 Setting Advertising Objectives
Advertising Objectives
Characteristics of a good objective
Concrete and Measurable: Objective should be a precise statement
containing what message or appeal the advertiser wants to
communicate to the target audience.
Target Audience: Precisely define the target audience. This acts as the
basis for the reference for setting the measurement standards.
Benchmark and degree of change sought: Benchmark setting also
requires to determine where the target audience stands at the
beginning of the campaign in terms of the variables like awareness
knowledge, attitude etc. The benchmark must also specify the desired
change in the chosen parameter.
Specified Time period: The time period within which the objective is to
be achieved needs to be specified.
And all this is to be written down to analyze and evaluate shortcomings.
 Building the Advertising Program
Setting the Message Strategy
The primary objective of message is to gain the attention of
the target audience.
Attention is a filter- controls the quality and nature of
information an individual receives. Effectiveness of an adv
is reduced for two reasons- clutter of ads and proximity of
similar product category ads.
The issue becomes more complicated when we consider the
electronic media especially TV, because of three practices
of Clutter, Zapping and Zipping

Clutter- Volume of advertising the target audience is exposed

to daily. Affects less, if the specific ad features at the
beginning or the end of the commercial break compared to
when it features in between.
 Building the Advertising Program
Zipping: Applicable only in case of recorded programs.
Audiences in such cases fast-forward through the
advertisements. Lowest impact for the first advertisement
and highest for the last commercial.
Zapping: The practice of changing channels during
commercials or switching off the sound of the TV set.
Usually higher for the 1st commercial.
 Building the Advertising Program
What do we do with the advertisements?
Active Search
Passive Search
and
Passive attention

Why do we obtain information?

Motives
High level of utility
To reinforce existing perception
Exposure to new information
Motivated to stimuli that interests us.
The more informative your advertising, the more
persuasive it will be.
David Ogilvy
Elements in Creation of an Advertisement
Message
Headlines
Copy or Body
Illustrations
Message Appeal
Layout
 Message
Objective
To communicate the important points regarding the product,
service or the idea in the best possible way
To overcome opposing views in the audience
To create persuasion among the target audience

Message
How to structure a persuasive message for effectiveness
1. Order of presentation
2. Conclusion drawing
3. Message sidedness
4. Refutation
5. Verbal vs Visual
1. Order of Presentation
Where to place the strongest argument in the message
 Beginning---- Primacy effect
 End---- Recency effect
The primacy effect and the recency effect are the two
main components of a broader concept known as the
serial position effect. The serial position effect says
that when given a list of information and later asked
to recall that information, the items at the beginning
(primacy) and the items at the end (recency) are more
likely to be recalled than the items in the middle.
Target audience’s recall ability is the basis for deciding
whether the advertiser will use primacy or recency
effect.
 Levis
Monte Carlo
Britannia Milkbikis
Eveready
Mc Donald's
Van Heusen
McIntosh
Maruti
Polo
Horlicks
Redmi
Tata
Godrej
Sundrop
SUBWAY
2. Conclusion Drawing
• Advertiser’s own conclusion
• Audience’s own conclusion

I am a liquid you drink.

I am a white liquid when u drink, you may get a moustache.
Usually it is preferable to allow the audience to draw their
own conclusion.
Attempt by the advertiser may be seen as being over
aggressive.
Depends upon the education/awareness and the complexity
of the topic
3. Message Sidedness
• One sided: Only benefits are discussed
• Two sided: Both benefits and drawbacks are discussed

More effective when both the views are presented.

4. Refutation
Special kind of two sided message
• Tells both sides and refute (prove wrong) the negatives

5. Verbal vs. Visual

• Effective use of visuals
Message Appeals
• An approach used to attract the attention of consumers to
influence their feelings forward the product/service
• Anything that creates interest

1. Informational/ Rational appeal: Consumer utilitarian needs

• Feature: focus on dominant trait of the product, highly
informative
• Product popularity appeal: part of informational appeal
• Favorable price appeal: Value for money
2. Emotional
• Focus on consumer’s social/ psychological needs for
purchase of a product
1. Personal feelings: Safety, security, love, joy, fear etc
2. Social feelings: Recognition, status, acceptance etc.

3. Humor Appeals
• Best known
• Best remembered
• Sets a positive mood
• More used for low involvement products
• May be a distraction from brand attributes
4. Fear
Most commonly used appeal in advertisements. Fear increases
viewer interest in the ad and its persuasiveness.
Ex Toothpaste, Shampoo

5. Sex
Subliminal approach: Placing sexual clues or icons in ads an
attempt to affect a viewer’s subconscious is the subliminal
approach.
Sensuality: Sensuality is more sophisticated because it relies
on imagination.
Images of romance, love are more enticing than raw sexuality.
 Sexual Suggestiveness
Nudity or partial nudity
Overt Sexuality

6. Music
Gains attention. Connects through emotions, memories
and other experiences. Musical arrangements and jingles
and their association with products are well remembered.
Airtel jingle.
Advertising Execution

How appeal is presented to a consumer

• Factual Message: Industrial Products
• Technical evidence:
• Demonstrate:
• Comparison:
• Testimonial:
• Animation:
COPY
It is the heart of an advertisement. One should be particularly
careful about the copy.
‘Don’t bunt. Aim out of the ball park. Aim for the company of
immortals.’ -David Ogilvy
• Do your homework
You cannot write copy unless you know:
1. Who you’re writing it for
2. How that person thinks
3. What that person needs
Advertising people who ignore research are as dangerous as
generals who ignore decodes of enemy signals. -David
Ogilvy
• Never Talk down to Your Customers
A consumer is not a moron. She’s your wife. Don’t insult her
intelligence, and don’t shock her. -David Ogilvy
As great as your product may be, speaking down to your
audience is going to turn them away, and as much as you’d
love them to be infatuated with your charming pitch,
understand that, at the end of the day, they simply want to
solve a problem.
• The Headline is 80%
On the average, five times as many people read the
headline as read the body copy. When you have written
your headline, you have spent eighty cents out of your
dollar. -David Ogilvy
People don’t set aside time to read ads; they are probably in a
hurry, just taking a quick glance before they move on to
something else. If your point isn’t immediately obvious,
chances are they won’t get it, and you’ll lose them forever

• Don’t Get Distracted from Making the Sale

If it doesn’t sell, it isn’t creative. -David Ogilvy
• Explain Why They Should Buy
The more informative your advertising, the more persuasive
it will be. -David Ogilvy
You’ve hooked them with the headline, and you’re telling
them all about the product, but before they decide to buy
from you, they want to know one thing:
Why?
Why is the product important? Why is it a good deal? Why
should they be interested? Why should they buy it from
you? Why should they buy it now, rather than later? Why
should they trust you?
You need to answer them, and that means making your copy
informative.
What is copy
Copy includes all the elements of the ad message, whether
printed or broadcast.
In print media it includes: heading, subheads, slogan& body copy,
trade mark, company logo and visual symbols.
In broadcast media esp TV: Sight, sound ( words spoken by the
characters as well the music, sound effect, illustrative material
etc.
Copy writing for print media
• Headline
• Subhead
• Body
HEADLINE
Primarily used in case of print advertisement.
These are the initial attention grabbers. Getting attention, of
course, is the first step in completing the sale. This opener
focuses readers' attention on the rest of your sales
message, whatever form that message takes -- ad,
brochure, catalogue, package or statement insert, flyer,
mailer, or web site. Headlines can also help you pinpoint
the audience ("Attention novice investors!")

Usually Top or bottom of the ad that attracts attention,

communicates a key selling point or achieves brand
identification.
Purpose
• Give news about the brand
• Emphasize a brand claim
• Give advice to the audience or reader
• Stimulate curiosity
• Identify the brand

Functions
• It establishes a link with the target audience.
• Attention getting device
• Pushes the customer to read through the copy further
• It is the essence of the whole ad.
Guidelines for Headlines
• Limit headlines to 8-10 words
• Provide maximum information
• Include brand name in the headline
• Use familiar words to reduce ambiguity.

Sub-heading
Consists of a few words as a short sentence. Usually appear below the
headline. Along with the headline, can contain a longer message.
The sub-heading usually elaborates the promise made by the headline.
Slogan
“Finger Lickin' Good”,
Kya aap ke toothpaste mein namak hai?
A slogan is a catchy phrase or series of words used to help
consumers remember a company, brand or product.Phrase or a
sentence that describes the benefit derived from the brand. It
could also be telling the most important attribute of the
product.
The advertiser conveys an important idea, which will lead the
readers to remember and think favorably about the product.
The Body Copy
It is the textual component of an ad and tells the complete story
about the brand. It contains in detail all the required
information about the brand. The claims made in the headlines
are presented through demonstrations here.
Techniques for preparing Body-copy
- Straight line copy:
- Dialogue
- Testimonial
- Narrative
- Direct response copy

Guidelines
• Use present tense wherever possible
• Use singular nouns and singular active verbs
• Use familiar words and phrases
• Vary the length of the sentences.
Illustrations
An illustration is a drawing, painting or printed work of art
which explains, clarifies, illuminates, visually represents, or
merely decorates a written text, which may be of a literary
or commercial nature.
The art of illustration has become the technique of image
processing. Today, commercial artists produce professional
pictures without any traditional art training, or without any
ability in drawing. More and more professional illustrators
are being replaced by novices proficient in graphics
software programs like Adobe Illustrator,  Photoshop,
and CorelDRAW.
LOGO
A logo (abbr of logotype), is a graphic mark, emblem
or symbol commonly used by commercial enterprises,
organizations and even individuals to aid and promote
instant public recognition. Logos are either purely graphic
(symbols/icons) or are composed of the name of the
organization.
These days logo to a product is what DP is to a profile on
social media.
Through repeated impressions, the audience makes a visual
connection with the logo. Logos are usually part of an
overall “graphic language”.
 
LAYOUT
The process of presentation of the visualization. Visualization is
the process of forming a mental image, picture or
representation of an object or idea.
Layout involves decision as to how the various components of
headline, body copy, illustration, logo and identification
marks are to be arranged and positioned on the page.
Elements in a Layout
• Balance: It’s a matter of distribution. In a layout it relates to
the optical centre of the ad. The ad space is divided into left
and right spaces by an imaginary vertical line. Its better to put
equal elements on both side. Also horizontally it is worth to
keep the elements within one-third of the imaginary line.
• Proportion
As the name suggests proportion relates to the division of
space- amount of light area to the amount of dark area. It
also relates to the use of or the decision to not use colour in
the available space.

• Movement (Gaze Motion)

Eye and text movement coordination. Western and Devanagari
scripts are written from left to right. Arabic scripts are written
from right to left.
• Unity
Unity is achieved by grouping the elements, aligning the
elements with one another to attain unity of thought
appearance and design in the layout. Unity is achieved by
keeping the layout simple and uncluttered to help the
reader comprehend the ad.

• Contrast
Using of different sizes, shapes, and colours to enhance
attention.
 Media Planning
Media-The fourth estate.
A vehicle which brings the whole basket of products and
services to the targeted customers.
Decision regarding the most suitable vehicle to reach the target
audience.
Elements/ variables on which choice of media depends
• Who are the prospective buyers
• Where are they located
• Which are the markets
• What are the competitors strategy
• Suitability in terms of reach, accessibility and credibility
PRINT MEDIA
Includes Newspapers, Magazines, Press
ELECTRONIC MEDIA
Radio: Total listeners 164.35 millions
TV
Cinema
OUTDOOR MEDIA
Posters, Billboards/hoardings
NEWER MEDIA
Internet
Mobiles
 Marketing Information Checklist
Objective: The media brief must indicate the objective of the advertising
campaign.

Product Category Information:

Defining category- Necessity or luxury
Market share of the major competitor brands
Life cycle stage- Whether the product is a launching, mature, stagnating or
near extinction product.
Market expansion opportunity
Interest level of the consumers to the product- Varies with product
category and age group of consumers
Purchase cycle of product
 Marketing Information Checklist
Geographical Location: If the product is urban specific then the media
operations can be restricted to urban areas. Otherwise it can be
made to suit the need of the overall requirement with emphasis on
the areas where the consumption patterns are higher.
Seasonality/Timings: For products which are seasonal in nature,
attention has to be given to the timing of the advertisement. Also
festival seasons attract a spurt in purchases.
Target Audience: Consumers profile. People who buy the existing
category as well as the consumers of competing brands. Buying
pattern, frequency of purchases, point of purchase etc are all to be
considered.
 SOURCES OF MEDIA INFORMATION
• Population census: Every 10 years. Conducted by the
government of India
• India Year Book: Publication of ministry of I&B
• Annual Economic Survey
• Audit Bureau of Circulation: Information regarding circulation
details for newspapers, magazines, advertisers and ad agencies.
• Syndicated Research: IMRB( Indian Marketing and research
Bureau), MARG( Marketing and research Group),
NCEAR( National Council of Applied Economic Research),
NRS( National readership survey) etc.
Database for electronic Media
• Doordarshan India and Radio Handbook
• Rating Systems- TRP
• People meters- Electronically notes channel habits.
 Media Versus Vehicles
• Media are the general communication methods that
carry advertising messages—television, magazines,
newspapers, and so on.

• Vehicles are the specific broadcast programs or print

choices in which advertisements are placed.

• For example, television is the media, and Indian Idol,

IPL, MTV Roadies are the vehicles.

• Each medium and vehicle has a unique set of

characteristics and virtues.
 The Media-Planning Process

Media planning

The design of a strategy that shows how

investments in advertising time and space will
contribute to the achievement of
marketing objectives.
 Model of the Media Planning Process

Advertising Strategy

Marketing Advertising Advertising Message Media

Strategy Objectives Budget Strategy Strategy

Media Strategy
• Target Audience
Selection
• Objective Specification
• Media and Vehicle
• Media Buying
 The Media-Planning Process
As shown in the figure, media planning involves
coordination of three levels of strategy
formulations:

• Marketing Strategy

• Advertising Strategy

• Media Strategy
 The Media-Planning Process
Marketing Strategy:

Provides impetus and direction for choice of both advertising

and media strategies

Advertising Strategy:

Involves advertising budgets, objectives and message and media

strategies
– extends from overall marketing strategy
 The Media-Planning Process

1. Selecting the 2. Specifying media

target audience objectives

3. Selecting media
categories and 4. Buying media
vehicles
Selecting the Target Audience
Four major factors

(1) Buyographics

(2) Geographic

(3) Demographic

(4) Lifestyle/psychographics
 Specifying Media Objectives

1. What proportion of the population should be

reached with advertising message during specified
period (reach)

2. How frequently should audience be exposed to

message during this period (frequency)

3. How much total advertising is needed to accomplish

reach and frequency objectives (weight)
 Specifying Media Objectives

4. How should the advertising budget be allocated over

time (continuity)

5. How close to the time of purchase should the target

audience be exposed to the advertising message
(recency)

6. What is the most economically justifiable way to

accomplish objectives (cost)
 Reach

Percentage of target audience that is

exposed to an advertisement, at least
once, during a certain time frame
(usually four weeks)
 Reach
• Reach represents the percentage of target customers
who have an opportunity to see the advertisers
message.

• Other terms used by Media Planners to describe

reach:

• 1+ (read “one-plus”)
• net coverage
• unduplicated audience
• cumulative audience ( or “cume”)
 Factors Determining the Reach

• More people are reached when a media

schedule uses multiple media
• The number and diversity of media
vehicles used
• By diversifying the day parts- varying the
time duration during the 24hrs
 Frequency

Average number of times, during the media-

planning period that members of the
target audience are exposed to the media
vehicles that carry a brand’s advertising
message.
 Market Factors/Frequency Levels
Market Factor Type Frequency

• Brand History New High

• Brand Share High Low
• Brand Loyalty High Low
• Purchase Cycle Short High
• Usage Cycle Short High
• Share of Voice High Moderate
 Message Creative Factors/Frequency
Levels
Message/Creative Factor Type Frequency

• Message Complexity Simple Low

• Message Uniqueness Unique Low
• Newness New High
• Image Factors Image High
• Message variation Little Low
 Media Factors/Frequency Levels
Media Factor Type Frequency

• Clutter High High

• Editorial Nature Consistent Low
• Attentiveness High Low
• Scheduling Continuous Low
• Number of Media a Lot Low
 Advertising Volume or Weight
How much advertising volume is required to
accomplish advertising objectives

Three weight metrics:

• Gross ratings

• Target ratings

• Effective ratings
 What Are Ratings?
Ratings, in an advertising sense, simply mean
the percentage of an audience that has an
opportunity to see an advertisement placed
in a particular vehicle.
Ex: If there are 10cr households having TV in
India then 1 rating point means 1% of the
population i.e 10 lacks households.
If 1.5cr people have watched IPL between 18-
24 April then it has 15 rating points for the
week.
 Weight: Gross Rating Points

Gross rating points, or GRPs, are

an indicator of the amount of gross
weight that a particular advertising
schedule is capable of delivering

GRPs=Reach(R) X Frequency(F)
 Determining GRPs in Practice

• GRPs are the sum of all vehicle ratings in a

media schedule
• Rating: proportion of the target audience
presumed to be exposed to a single
occurrence of an advertising vehicle in which
the advertiser’s brand is advertised
Weight: Target Rating Points (TRPs)

Adjust a vehicle’s rating to reflect just

those individuals who match the
advertiser’s target audience
 Determining GRPs in Practice
• 100 GRPs could mean:
100 % exposed once
50 % exposed twice
25% exposed four times
etc.
 The Concept of Effective Reach
• How often does the target audience have an
opportunity to be exposed?
• Effective reach is based on the idea that an
advertising schedule is effective only if it does
not reach members of target audience too
few or too many times
 Effective Reach in Advertising Practice

• 3-10 exposures during a media-planning

period (typically 4 weeks)
• Using multiple media
• Subjective factors must be considered
 How Many Exposures are Needed?

The Efficiency-Index Procedure

Media schedule that generates the

most exposure value per GRP
The objective is to select the media schedule
that generates the most exposure value per
GRP.
 Continuity
How advertising is allocated during the course of an
advertising campaign: how should the media budget
be distributed?

Continuous advertising schedule: an equal number of ad

dollars are invested throughout the campaign

Pulsing: some advertising is used during every period of

the campaign, but the amount of advertising varies
from period to period.

Flighting: the advertiser varies expenditures throughout

the campaign and allocates zero expenditures in some
months.
Continuous, Pulsing, and Flighting Schedules

Advertising Schedules

600
Ad $ (in thousands)

400

200

0
J F M A M J J A S O N D (months)

Continuous Pulsing Flighting

Recency Planning (The Shelf-Space Model)

(1)Consumers’ first exposure to an

advertisement is the most powerful

(2)Advertising’s primary role is to influence

brand choice

(2) Achieving a high level of weekly reach for a

brand should be emphasized over acquiring
heavy frequency
 Optimizing Weekly Reach
• Advertising teaches consumers
• Influence brand selection
• Messages are most effective when close to
purchase time
• Cost-effectiveness of first exposure is greater
than subsequent
• Allocate budget to reach consumers often
• Reach target audience continuously rather
than sporadically
 Cost considerations
Cost per Thousand (CPM)
Target Market (TM)

CPM= Cost of ad
# of contacts (expressed in thousands)
CPM(TM) = Cost of ad

# of TM contacts
(expressed in thousands)
 Tradeoffs

• Tradeoff must be made because media

planners operate under the constraint of a
fixed advertising budget
 Media Buying
In advertising management, media buying is the procurement
of media inventory. The media buying function negotiates price
and placement for advertisements.
• Media buyers (also known as "practitioners in media") negotiate
and purchase audience targeted time, schedules for the ads and
advertising space to convey a marketing message.
• They consider station formats (radio),pricing rates, demographic,
geographic and psychographics relating to the advertiser's
particular product or key performance indicator.
• Media buyers can purchase media inventory regionally or
nationally. National media buyers might have to factor in
considerations based on their particular geography.
Media Research
Usually done by media buyers or media specialists
Includes research on the target audience and what type of
medium will work best to reach the largest number of
consumers with the most effective method.
Traditional media would include radio, TV, magazines,
newspapers, and out of home.
New media might include Satellite TV, cable TV, Satellite
radio, and internet.
 STEPS IN MEDIA BUYING
1. Identify the audience you want to reach- Today’s technology
provides the ability to target very discretely.

2. Figure out what that audience is doing in places and spaces

where you might be able to reach them- Do they watch TV? Surf
the internet? Commute long distances? Go to sports events? The
more you know about their habits, the more opportunities you
can discover to reach them.
3. Figure out how to reach your audience using what you know
about their lives and media consumption- Most people are
exposed to hundreds or thousands of advertising impressions
every day. Even people who try to avoid advertising will still run
into billboards, product placements, in-store point of sale, and
more.
4. Once you have a list of advertising possibilities, use the Internet
to research and find those who sell the ads- Some advertising can be
purchased online, but most is still sold in a face-to-face or over
phone conversations. Don’t forget places and spaces you have access
to in your business – point of sale in your business location provides
ad messages that you don’t have to pay to place.

5. Compare different types of advertising by establishing a common

denominator- Some advertising media provide audience data on
very narrowly targeted audiences. Find a way to compare different
media. Use this information to negotiate the best possible buy you
can. In advertising and media, much is negotiable – time, dates, cost,
and volume will all play a part in determining what kind of buy you
can negotiate. Media vendors can often be more flexible on pricing
if you can be flexible about some of the other components.
6. Be sure to follow up after the ads have run, and find out if they
performed as you expected
If your negotiation included an estimated audience, go back and
find out if you reached the audience you expected. Hold your vendor
accountable for delivering on what they sold you.
 Advertising Budget
“Money does matter a lot.”
Definition
An advertising budget is the money a company is willing to set aside
to accomplish its marketing objectives. When creating the advertising
budget, a company must weigh the trade-offs between spending one
additional advertising rupee with the amount of revenue that rupee
will bring in as revenue.
Advertising Budget is the amount of money which can be or has to be
spent on advertising of the product to promote it, reach the target
consumers and make the sales chart go on the upper side and give
reasonable profits to the company.
 Market Factors to be considered
1. Frequency of the Advertisement
This means the number of times advertise has been shown with the
description of the product or service, in the granted time slots. So here,
if any company needs more advertising frequency for its product, then
the company will have to increase its advertising budget.
2. Competition and Clutter
The companies may have many competitors for its product. And also
there are plenty of advertisements shown which is called clutter. The
company has to then increase their advertising budget.

3. Market Share
To get a good market share in comparison to their competitors, the
company should have a better product in terms of quality, uniqueness,
demand and catchy advertisements with resultant response of the
customers. All this is possible if the advertisement budget is high.
4. Product Life Cycle Stage
If the company is a newcomer or if the product is on its introduction
stage, then the company has to keep the budget high to create a niche
in the market with the existing players and to have frequent
advertisements. As the time goes on and product becomes older, the
advertising budget can come down as then the product doesn’t need
frequent advertising.
Once this process is complete the company can then chose among the
three methods
1.Percentage Of Sales: In this method, the budget is decided on the basis
of the sales of the product from previous year records or from the
predicted future sales. This is a pure prediction based method and best
applicable to the companies which have fixed annual sales. But if in case
there is a requirement for more promotional activities then this method
has a disadvantage because there will be decrease in advertisements as
the budget is fixed.
2. Affordability: this method is generally used by the small companies.
Only the companies which have funds and can afford advertising opt for
this method. The companies can go for advertising at any time in whole
year whenever they have money to spend. The amount spent also
varies from time to time as per the advertisements takes place.
3. Best guess: This method is basically for newcomers who have just
entered the market and they have no knowledge or say they are not
aware of how the market is and how much to spend on advertising.
Thus, this method is applied by the higher level executives of the
company as they are the only experienced people.
UNIT III
 ADVERTISING EVALUATION
Advertising is a costly affair. Naturally the sponsor is much
interested in knowing the outcome of the communication,
especially the achievement of the objectives.
Thus it is important to judge the effectiveness of the
advertisement at different levels. Starting from ad-copy to
running of ad on the media and also after the execution, to
know the extent to which the objectives have been achieved.
Types of Tests conducted
• Pre Testing
• Concurrent Testing
• Post Testing
 PRE TESTING
Based on the premise” Prevention is better than cure”
Pretesting of ad becomes important because of the huge
investments involved in the making of the ads. Ads can be
tested at several points in the pre-testing phase. It helps in
letting the sponsor know one last time regarding to make a final
go or not.
Pre-testing method refers to testing the potentiality of a
communication message or ad copy before printing,
broadcasting or telecasting.
Qualitative Methods used in pre-testing
1. Focus Group- As the name suggests a focus group involves
exposing the ad to a group of 8-12 respondents. A moderator
facilitates the discussion and carries the group through a series
of issues that are outlined in discussion guide.
2. In depth Interview: Involves intense one on one discussion with
the respondent. This method is suitable in cases where the
researcher has good idea about the critical issues but is clueless
about the kind of response one will get. Ideal for generating new
ad concepts.
3. Projective Techniques: The respondent is required to project
himself into the situation and verbalise the thoughts. Though it is
a good technique to evaluate ad concepts or to generate new
ideas, it is rarely used for making final decision.

Quantitative Methods of Pre-Testing

1. Checklist method: Used to check effectiveness of ad copy. The
purpose of this method is to ensure that all the elements of the
ad copy are included with due importance in the advertisement.
Consumer Jury Method: This method involves the exposure of
alternative advertisements to a sample of jury or prospects. This
test is designed for learning from a typical group of customers.
Sales Area Test: In this method the ad is run in a test markets. The
impact of the ad is measured against the sales generated in the
markets. The market with the highest sales is considered to be
the best market for effective sales campaign. For the other
markets suitable changes are made to the campaign.
Questionnaire Method: This method involves a questionnaire
comprising of the draft of the ad and some relevant questions to
a set of target customers or ad experts. There responses are
collected and analyzed to find out the suitability of the ad.
Recall Test: Under this method the ad copies are shown to a group
of prospects. After few minutes they are asked to recall and
reproduce them. Used to find if the ad is impressive enough or
not.
Reaction Test: It’s a test which is techno-mechanical in nature. The
potential effects of an ad is judged by recording the heart-beat,
pulse or blood pressure and the pupil movement with the help
of instruments. The reactions reveal the psychological effects of
the ads.
Readability Test: This test involves exposing the ad to a group of
respondents drawn from economic and geographical
backgrounds. This ensures that the readability of the
respondents are different. The method is used to judge the
level of effectiveness when the ad is read.
Eye Movement test: Eye movement is recorded using eye-
observation camera when ad is shown to the respondent. Used
to record the attention value.
 CONCURRENT TESTING
Concurrent testing is evaluated throughout the whole ad
execution process. Tests are conducted while audience is
exposed to different types of media.
Types of concurrent testing are
• Consumer Diaries: Consumers are provided with diaries to
record the details of the ads they watch, listen or read. The
diaries are collected and the data recorded periodically. The
results obtained reveals the effectiveness of the ads.
• Co-incidental Surveys: In this method groups of customers are
selected and called up at the time of broadcast of the ad
program. The data obtained and analyzed gives a picture about
the effectiveness of the ad.
• Electronic Devices: Electronic devices are now commonly used
to record consumer response to ads.
Post Testing
Post testing is done to know- to what extent the advertising
objectives are achieved.
• Recognition Test: Recognition test involves the ability of
viewers to correctly identify ad, brand, or message they
previously exposed to. The types of recognition test are: 
• Starch Test - The Starch test is applied only to print ads that
have already run. The interviewer shows each respondent a
magazine or newspaper containing the ads being tested. For
each ad the interviewer asks the respondents to reply to ad
related questions.
• Bruzzone Test - The Bruzzone test is conducted through mail
surveys. Questionnaires containing frames and audio scripts
from television commercials are sent to respondents and
respondents are asked whether they recognize the ad and
brand.
Recall or Impact Test: The recall test is designed to measure the
impression of readers or viewers of the advertisement. If a
reader has a favourable impression of the advertisement, he
will certainly retain something of the advertisement. The
measures of interest would be obtained by interviewing the
readers or viewers or listeners, days after the advertisement or
commercial is appeared in the newspaper, or on T.V.
Interviewer asks the readers or viewers to answer some ad
related questions, and in response to the question asked, the
reader reveals the accuracy and depth of his impression.
Few of the methods of this type of tests are:
• Recall Tests: The most popular post-tests are the brand recall
test. These essentially check on the recall levels of the ads, its
content, and the brand advertised. They measure the brand
awareness levels and the message comprehension levels.
Scores are based on percentage of respondents who can
accurately recall the ad.
• Aided recall:  In this method individuals are shown
advertisements in which the brand name has been marked and
they are asked to tell which product is advertised. This is used
to test the ability to remember brand marks, packages and
slogans. In this type of test, guessing is discouraged and
inaccuracy of memory is detected. This method shows
association between some features of the advertising campaign
and the brand name with the target audience.
• Unaided recall: It involves asking the respondents if they have
seen the publication by showing them only its cover and not inside
ads contained in it. They are then asked to name all the ads that
can be recalled in the publication. This method is based on the
memory alone and individuals are not given any help or aid to
recall as in the case above.
Methods of Unaided recall:
• DAR: Day-After-Recall - If brand recall test is done within a day
after the ad is released in media, then it is called the day after
recall test. Usually it checks for unaided and aided recall,
messages recall, and whether the message recall is ‘specific’ or
‘vague’.
• TPT: Total Prime Time - Here, the viewer’s television viewing
time is researched. This test just measure the awareness part of
the ads i.e. Only one half of effectiveness of the ad. But it does
not tell anything about how far it has been effective in
convincing or persuading the consumer.
MEDIA BUDGETING-
 Efficiency vs Effectiveness
What is Cost Efficiency?
 Relates to efficiency of Media delivery, and is usually
expressed as CPM (Cost Per Media)
 It is a method of comparing the value of different media for
a specific campaign on a MONETARY basis.

What is cost effectiveness for media?

 It is the method of comparing the value of different media
for a specific campaign on an achievement of objectives
basis.
PSCCM ( For Print Ads)
Per single column centimeter  
• Newspaper pages are divided into columns for advertising 
• These do not correlate to columns for editorial, which vary
depending on layout and editorial policy.
• Generally broadsheets are 54cm high by 10 columns wide.
• Tabloids are either 39cm high by 7 or 8 columns wide,
depending on the publication group.
•  Rates are worked out by multiplying rate by height, by
column
• Rates for full colour, black & white, 1 spot, 2 spot.
Generally what you see is what you are charged for, but
should be confirmed with the publication in question
SPONSORSHIPS
A sponsorship is the full or partial financing by the advertiser of a
programme /feature or event, in exchange for brand / corporate
awareness / association with/ within that programme or event
• Generally sponsorships have the following elements
• Opening Billboard- An introduction to a TV
/radio programme, which usually includes a mention of the
sponsors and normally 10” or 15” in length
•  Closing Billboard- A closing of a TV / radio programme, which
usually includes a mention of the sponsors and normally10”
or 15” in length.
• Stings often attached to station promotion of the programme
-5” or 10” in duration (tagged)
•  Commercial flighting during the programme & sometimes
stings during the programme
THE DEVELOPMENT OF THE MEDIA STRATEGY
The media Strategy Contains five basic elements:
• Target Audience WHO

• Geographic Spending WHERE

• Scheduling WHEN

• Creative Considerations WHAT

• Media Weight / Delivery HOW MUCH

 THE DEVELOPMENT OF THE MEDIA STRATEGY (CONT.)

• Always involves a series of trade-offs

• The decision made for each element has a “price tag”

• Trade-offs or compromises will be necessary

• The skill of media planning is to achieve the best balance of

these dimensions relative to the campaign objectives
 Continuity/ Time
(Longer Campaign, More bursts)

Cover Reach Frequency

(More publications, ( more no. of repetition,
different medium) higher no. of insertions)

Dominance/ Impact
( Longer commercials, Bigger spaces
colour, special positions)
 CONSTRUCTING THE TARGET
• The target market definition should be a brief,
clear and workable statement of the group of people to
whom the advertising is aimed
• The closer the match, the less money wasted on those
not needed and the more efficient the campaign
• Who are we talking to?
• Use all available research sources
(Psychographic, demographic, Lifestyle, Product Usage,
Media usage)
• Purchaser vs. user  same or different people
• Quantify the target universe
 TIMING / SEASONALITY

• When is the product purchased ?

• How often ?

• Promotional timing
(Do we need promotional advertising support pre
/ post / during promotional periods?)

• Will advertising have a greater effect at certain times of

the year?
 MEDIA BUYING
There are a number of ways the media buyer can make a
direct impact on the content of the actual media plan

• Rate negotiation
• Budget and Rate monitoring
• Campaign monitoring
• Scheduling

The above factors have given rise to a new term

“implementation planning”
 TELEVISION - A WORKING TIMEFRAME
• Airtime is always subject to availability
• Rate cards are received approximately 2 months prior 
• Bookings should be made as early as possible due to
limited availability
• Material deadline is 5 to 10 days prior 
• For sponsorships, material is required earlier for approval

• SONY TV Rs 4500/s
Video ads are telecasted during ad-breaks. The minimum
duration for a video ad is 10 seconds and increases by 5.
the ad-duration in Seconds, number of days, frequency per
day and the time band to know the cost of the campaign.
(less)
Package Rate: Rs171,000
Trial Package - Package consists of a 10 sec ad played 1 times per
day; Popular Package - Package consists of a 10 sec ad played 3
times per day; High Impact Package - Package consists of a 10
sec ad played 6 times per day.
STAR TV
Per second: Rs 6640/s
Per Aston Band: Rs 10,000
Aston Bands are thin horizontal strips which appear during a
program at the bottom of the screen. The Aston Band duration
per exposure is 10 seconds. Choose the number of Aston
Bands per day and the total number of days you'd prefer to
advertise. Prices vary according to the time band chosen.
Packages: Rs 4,48000/week
 RADIO - A WORKING TIMEFRAME
• Airtime is always subject to availability
• Booking deadlines vary from 3 to 5 weeks prior flighting.
• Material deadlines vary from 2 to 5 working days prior to
flighting
• For sponsorships or created features, the deadline is 2 weeks
• The cancellation deadline is 10 to 28 days or a 100% penalty
will apply
• Rate increases are generally advised 3 weeks to a month
prior to implementation and different station groups increase
rates at varied times of the year. Radio Mirchi Rate for a 10
sec, 5 spots, 7 days is Rs 21000.
• There are often more than one rate increase per annum with
radio advertising.
 CINEMA –A WORKING TIMEFRAME
Cinema must be booked 3 to 5 weeks before first screening
date on for 35mm and 10 days for digital

A cinema week starts on a Friday

35mm final material must be delivered 3weeks prior to first
screening date in order for bulk prints to be produced
Digital material must be delivered 2 weeks before first
screening date to accommodate transfer and checking 
The cancellation period is 28 days to 6 weeks
The PVR Cinema rates for a 60 sec video in Guwahati is
Rs 5600, while in PVR Vasantvihar, Delhi it is Rs 46,600. For
a 30sec video the rate is Rs 2900 in Guwahati as against Rs
24000 in PVR Vasantvihar.
 MAGAZINES -A WORKING TIME FRAME
 Booking as well as cancellation deadline is generally 6
weeks prior to scheduled month
 Material delivery deadlines are generally four weeks
 In the case of the weekly financial magazines, booking
deadline is two weeks prior to issue date with material
deadline ten days to one week prior to is sue date
 50% to 100% cancellation if after the booking deadline

Rates in Popular magazines

NAME FULL PAGE HALF PAGE DOUBLE Spr Back Cover Inside Fr Cvr
India Today 9,00,000 6,35,000 1,690,000 1,800,000 1,550,000
Forbes India 400,000 240,000 800,000 1,139,250 660,000
Star Dust 180,000 339,150 448,350 334,425
 NEWS PAPERS- A WORKING TIME FRAME
 Daily newspapers require 2 to 3 days for  booking as well as
cancellation
 Material delivery is 1 or 2 days before issue date
 Weekly newspapers should preferably be booked 7 working
days before issue date
 Material delivery 3 days before issue date
 Cancellation deadline is the same as booking deadline
 The Times of India for front page ad is rates/sq cm is Rs
6520 for NCR+ West Up& UK+ Chandigarh. Whereas in
Guwahati it is Rs 185.
• Cancellation deadline is 15 -28 working days or
100% penalty
 OUTDOOR -A WORKING TIME FRAME
An outdoor contract must be signed at least 21 working days
before application date.
Booking deadline is maximum 3 months prior or based on
availability
Contract renewal is at least 3 months prior to expiry
Final material must be delivered 10 working days before
application date in order to produce face
Cancellation of a contract is not accepted with some media
owners, while others require as much as 4 months
Failure to advise non-renewal incurs 100% penalty.
City Type Printing Mounting Monthly Fee GST Metro
Rs.8-15/sq.ft Rs.2-5/sq.ft Rs.1 – 15 lakhs 18%
Tier 2 Rs.10-15/sq.ft Rs.4-6/sq.ft Rs.25-45/sq. ft 18%
& 3 cities
 MONITORING THE PLAN
Once the plan has been booked, it requires constant
monitoring of all aspects of the media plan
The following four aspects need constant scrutiny
« Budget
« Performance
« Environment
« The Brand

CONCLUSION
« Media planning is an ongoing process, that means
constantly challenging the status quo and looking for new
solutions.