Media Terminology

• Broadcast Media – either radio or television network or local

station broadcasts.
• Print Media – publications such as newspapers and
magazines.
• Media vehicle – the specific message carrier.
• Coverage – the potential audience that might receive the
message throughout the vehicle.
• Reach – the actual number of individual audience members
reached at least once by the vehicle in a given period of time.
• Frequency – the number of times the receiver is exposed to
vehicle in a specific time period.

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 Problems in media planning

• Lack of information
• Inconsistent terms
• Serious time pressure
• Measurement problems

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 Developing the media plan
• Analyze the market
• Establish media objectives
• Develop media strategy
• Implement media strategy
• Evaluate performance

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 Media Planning Criteria Considerations

• The media mix

• Target market coverage
• Geographic coverage
• Scheduling
• Reach versus frequency
• Creative aspects and mood
• Flexibility
• Budget considerations

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 Marketing Factors Important To Determining Frequency

• Brand history
• Brand share
• Brand loyalty
• Purchase cycles
• Usage cycle
• Competitive share of voice
• Target group

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 Message Or Creative Factors Important To
Determining Frequency
• Message complexity
• Message uniqueness
• New vs. continuing campaigns
• Image versus product sell
• Message variation
• Wear out
• Advertising units

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 Media Factors Important To Determining
Frequency
• Clutter
• Editorial environment
• Attentiveness
• Scheduling
• Number of media used
• Repeat exposures

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 Determining relative cost of media
• Cost per thousand (CPM)
CPM = Cost of ad space(absolute cost)
x 1,000
Circulation

• Cost per rating point (CPRP)

CPRP = Cost of commercial time
Program rating
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 Evaluating Advertising Effectiveness
• Pretests – evaluation of advertisements performed
before a campaign begins
– Consumer jury
• Posttest – evaluation of advertising effectiveness after
the campaign
– Recognition
– Unaided Recall
– Aided Recall

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 Social Aspects Of Advertising
 Advertising as apart of firm’s marketing effort
operates in the society. It has to therefore follow
the social norms.

 Key areas of debate regarding society and

advertising are :
• Deception
• Manipulation
• Taste

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 Legal Aspects Of Advertising
 The government in each country has to make
sure that advertisements appearing do not
flaunt of their rules and regulations.
 It should not :-
• Show anti-national feelings
• Contain misleading information abou the
product
• Violate government rules

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 Ethical Aspects Of Advertising
 Ethics are the moral standards against which
behavior is judged.
 Key areas of debate regarding ethics and
advertising are:
• Truth in advertising
• Advertising to children
• Advertising controversial products

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