Advertising

Advertising
Any paid form of non-personal communication about an organization, product, services, or idea by an identified sponsor.

Is non-personal, one way communication. Can reach masses of geographically dispersed buyers. Can repeat a message many times. Cost effective for large audience but it can be very costly for some media types. Can be used to create brand image It has got ability to strike a responsive chord with consumer. Popular advertising campaigns attract consumers attention and can help generate sales.
Promotion Management 2

Evaluation of Broadcast media

Television

Advantages and Limitations Buying Television Time

Network versus spot Methods for buying time Selecting time periods and programs Cable television

Measuring the TV audience

Radio

Advantages and Limitations Buying Radio Time Time classification Audience Information
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Television
Ideal advertising medium Able to combine visual images, sound, motion, and color presents the advertiser with the opportunity to develop the most creative and imaginative appeals of any medium.

Advantages:
Creativity and Impact

Provides opportunity for creative flexibility Possibility for dramatic, life like representation Can convey mood or image of the brand Develop emotional or entertaining appeals
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Advantages:
Coverage and Cost effectiveness

Reach to large audience Almost all age group watches and in developing economy it is in increasing trend. Cost effective - From coverage point of view (Relative Cost) Have to see with favorite program (unless we make special effort to avoid it) People give attention to some advertising message Effective for low-involvement product through repetition and with catchy slogan and jingles.

Captivity and Attention

Selectivity and Flexibility

Selecting target customer is possible with some specific program Flexibility in appealing to specific interest group (sports, news, history, the arts or music) Flexibility to access different geographic market and also to repeat in some specific occasion (sponsorship of events)
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Television

Limitations
Costs (Airing and preparation both) Absolute cost Lack of selectivity (for specific and small target group) Fleeting message (Timing is reducing and can not
have anything tangible)

Clutter (Increasing use of commercial)

Limited viewer attention

Zapping: changing the channel during com. Time Zipping: Fast forwarding commercial which watching recorded programs
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Distrust and negative evaluation

Buying television time

Network versus Spot

Buying airtime from television networks (affiliated series of local TV stations) Or buying Spots directly with local stations in non-network periods

Methods of buying time

Sponsoring the program Participating in the sponsorship Spot announcements

RADIO
The importance of Radio has come down tremendously after introduction of TV in developed economy. Still it is an important medium for advertising.

A medium characterized by highly specialized programming appealing to very narrow segments of the population.
In developing economy, it is one of the most effective medium for reaching to specific target group. Radio has survived and flourished as an advertising medium because of its certain advantages. Also has got certain limitations.

Use of FM radio has been increased tremendously in Nepali market. Useful for local approach, cost effective but becoming more clutter.
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Advantages:
Cost and efficiency

Low cost for high coverage Inexpensive for production of programs, jingles. More reach and frequency due to cost effectiveness.

Selectivity

High degree of audience selectivity Geographic coverage for specific target group Selectivity through specific program

Flexibility

Message can be changed in short notice Message can easily be adjusted to local market and marketing situation

Mental Imagery

Listeners can have their own imagination of the message Can reinforce the television message through a technique (Image transfer)
Can be related marketing with deejays and program host (popular one) Live radio program can be run for selling activities
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Integrated Marketing Opportunities

Limitations
Creative Limitations

Absence of visual image A short-lived and fleeting message

Fragmentation

High level of audience fragmentation Percentage of the market tuned to any particular station is very small.
Due to having number of radio stations (if access is needed for nationwide) Reduced to some extent with syndicated program and network in radio too. Comparing to TV, Magazine, Newspaper research data is limited

Chaotic Buying Procedures

Limited Research Data

Limited Listeners Attention Clutter

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Buying Radio Time

Network Radio

Can be purchased on a network basis using of the national network (US) Also have got some regional networks (US) Buying from Radio stations in various markets. Greater flexibility in selecting markets, individual stations, and airtime and adjusting the message for local market conditions. Buying time from Local radio stations

Spot Radio

Local Radio

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Evaluation of Print Media

The role of Magazine and Newspapers
Magazines

Classification of Magazines Advantages and Disadvantages

Magazine circulation and readership

Audience research for Magazines Purchasing Magazine Advertising Space The Future of Magazines

Newspapers

Types of Newspapers Types of Newspapers Advertising Advantages and Limitations The Newspaper Audience Purchasing Newspaper Space The Future of Newspapers
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Role of Magazines and Newspapers

It differs from broadcast media as the information can be processed by the readers at their own pace. Are not intrusive like radio, TV and need effort from readers part for reaching information (high involvement media) Most Magazines reach to very selective audience Newspaper has got extensive market coverage Both are print media but characteristics are different.

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Magazines
Most Magazines are specialized but some magazines are of mass appeal.
Classifications of Magazines

Consumer Magazines
Bought by general public for information and/or entertainment. There are many classifications under consumers magazines but majors are for general interest, sports, travel, and womens. It represents major portion of Magazines. Published for specific businesses, industries or occupations. Magazines and Trade journals.

Business publications

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Magazines

Advantages
Selectivity Reproduction Quality (can be reproduced as it is
produced in high quality paper and printing process)

Creative Flexibility

Gatefolds, bleed pages, 3d pop-ups, inserts (return cards, recipe booklets, coupons, records, product samples etc.)

Permanence (long life span) Prestige Consumer Receptivity and Involvement Services

Some magazines offer special services to advertiser like having merchandising staff for encouraging promotion of the product
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Magazines

Disadvantages
Costs

Limited Reach and Frequency

Long lead-time(30-90 days)

Clutter and Competition

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Magazines

Magazine Circulation and Readership

Circulation

Number of individuals who receive a publication through subscription and store purchase. Primary circulation: Copies to subscribers Pass along readership: another person who reads from purchasers (e.g. doctors waiting rooms, airplanes, beauty saloons etc.) Total Audience: Magazines X readers per copy.

Readership and Total Audience

Audience Research for Magazines

Media planner is interested in the match between magazines readers and advertisers audience. Information can be available from own research and syndicated studies.
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Purchasing Magazine Advertising Space

Cost Elements

Rates are primarily a function of circulation, other variables like size of the ad, its position, particular edition, any mechanical or production requirement, and the number of frequency. Frequency may get lower rates. Color chosen (B&W, one color, few colors, multiple colors)
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Newspapers
Largest of all advertising media in terms of volume. Important Medium due to its access and popularity.

Types of Newspapers

Daily Newspapers

Weekly Newspapers
National Newspapers Special Audience Newspapers

Newspaper Supplements

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Types of Newspapers Advertising

Display Advertising

General presentation uses illustration, headlines, white space and other visual devices in addition to the copy text. Under small subheads according to the subject matter - Classified ads and displays Govt. notices, public notices, Pre-printed inserts
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Classified Advertising

Special Ads and Inserts

Newspapers

Advantages
Extensive penetration

Flexibility
Geographic selectivity

Reader Involvement and Acceptance

Services offered

Offer special services to advertiser like having merchandising staff for encouraging promotion of the product
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Newspapers

Limitations
Poor reproduction

Short life span

Lack of Selectivity

Clutter

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The Newspaper Audience

Circulation is the major criteria Matching the target audience and circulation of newspaper is difficult job.

Audience Information
Basic data for media planner is the circulation Required to rely on various researches for target audience (in developed markets, this facility is available)

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Purchasing Newspaper Space

Rates are primarily a function of circulation, other variables like size of the ad, its position, particular edition, any mechanical or production requirement, and the number of frequency. Frequency may get lower rates. Color chosen (B&W, one color, few colors, multiple colors)

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