Planning & Development of Advertisement.ppt

Unit 3
Planning and Development of
Advertisement

Strategic Planning
• Strategic planning helps in knowing what
we are and where we want to go so that
environmental threats and opportunities
can be exploited, given the strengths and
weaknesses of the organization.

• Strategic planning may be defined as the
process of determining the objectives of
the organization and the resources to be
used to attain these objectives, as also the
policies to govern the acquisition,
utilization and disposition of these
resources.

• Strategic planning is a process in which
business strategies are formulated,
implemented and reviewed by
organizational leaders to achieve long
term goals and objectives.
• Organizational leaders include: CEO,
President, Chairman, Board of Governors,
etc.

• Strategic planning deals with long term ( 5-
10 years or 10-15 years) planning of an
organization.
• It includes business decisions step of new
business unit, new factory, mergers and
acquisition, joint ventures, etc.

Strategic Planning Process
• Define or review the organization’s values,
Vision and mission.

• Transform the vision and mission into a
series of key goals for your organization.
• Conduct an environmental scan
• Identify key issues, questions and choices
to be addressed
• Finalize a written strategic plan that
summarizes your decisions
• Build procedures for monitoring and
modifying strategies

Three steps of Strategic
planning
• Strategy Formulation
• Strategy Implementation
• Strategy Evaluation

Planning & Development of Advertisement.ppt

The five steps Strategic
Planning Process
• Step one: Select the Target Audience
Your target audience refers to the specific group of
consumers most likely to want your product or service,
and therefore, the group of people who should see your
ad campaigns. Target audience may be identified by
age, gender, income, location, interests, etc.

Step two: Understand target audience
decision making
• Consumer decision making process
1.Problem recognition: Recognizes the need
for a service or product
2.Information search: Gathers information
3.Alternatives evaluation: Considers choices
against comparable alternatives
4.Purchase decision: Makes actual purchase
5.Post-purchase evaluation: Reflects on the
purchase they made

Step Three: Determine the best positioning
• There are 7 key steps to effectively clarify your
positioning in the marketplace:
1. Determine how your brand is currently positioning itself
2. Identify your direct competitors
3. Understand how each competitor is positioning their
brand
4. Compare your positioning to your competitors to
identify your uniqueness
5. Develop a distinct and value-based positioning idea
6. Craft a brand positioning statement
7. Test the efficacy of your brand positioning statement

Step Four: Develop a Communication
Strategy
• Communication Effects
1) Category need: A product category is a group of similar
products that share related characteristics. Product
category marketing focuses on promoting certain
categories to meet consumer expectations.
2) Brand awareness is a marketing term that describes the
degree of consumer recognition of a product by its name.
3) Brand attitude is the customer opinion towards a product
or a service identified through a conducted market
research.
4) Brand Purchase intention means to plan to buy a product
or attain a service. It refers to the desire of a customer to
buy a particular product of a certain brand.

• Brand awareness and brand attitude
strategy
• Social marketing communication
strategy
• Promotional Strategy
1)Consumer Promotions
2)Retail Promotions
3)Trade Promotions

Step Five: Media Strategy
• A media strategy is a type of strategy that
implements the use of a particular media to
achieve advertising or marketing goals. Media
strategies are frequently used in advertising
campaigns to increase brand awareness and
interest in a company's products or services.
• For example, posting information about an
upcoming product launch on your company's
blog is a type of owned media strategy.

Brand/Trademark
•Trademark: Legal concept
•Brand: Marketing concept
•Registration of a trademark adds value as it
protects its other inherent assets
•Brand profile and positioning may vary over
time, but trademark protection remains the
same

WHAT IS A TRADEMARK?
• Any sign, or any combination of signs, capable of
distinguishing the goods or services of one
undertaking from those of other undertakings,
shall be capable of constituting a trademark.
• Words including personal names, letters,
numerals, figurative elements (logos),
combination of colors, sounds, smells, etc
• Visually perceptible; 2D or 3D (shape)
• Graphic representation

Any Distinctive Words, Letters, Numerals,
Pictures, Shapes, Colors, Logotypes,
Labels
• Examples:

What is Brand?
• Brand is identity.
• Brand is value.
• Brand is trust.
• Brand is credibility.
• Brand is a promise that the product will perform
as per customer’s expectations.
• It is a name, term, sign, symbol or a combination
of all these which differentiate the
goods/services of one seller or group of sellers
from those of competitors.

Definition of a Brand
“A name, term, sign, symbol, or design, or a
combination of them, intended to identify the
goods or services of one seller or group of sellers
and to differentiate them from those of
competitors.”
-American marketing Association

What is branding?
• Branding is the process of creating a
distinct identity for a business in the mind
of your target audience and consumers. At
the most basic level, branding is made up
of a company's logo, visual design,
mission, and tone of voice.

What all can be branded?
• Product- iPhone, Tesla
• Service- KFC
• Firm- Tata, Reliance
• Person- Virat Kohli
• Place- Dubai
• Sports and Entertainment- IPL

What is Brand Management?
Now, that you have learnt
about ‘brands’, let us see
what is brand management.
Brand management is the process
of building, managing and
improving a brand.
It begins by having a thorough
knowledge of the term “brand”.
Hence, brand management includes
developing a promise, making that
promise and maintaining it.
It means defining the brand, positioning the
brand, and delivering the brand. It is an art of
creating and sustaining the brand.

• Brand management is a concept which deals
with strategizing and evaluating brands in
terms of brand positioning, target customers,
brand perception and brand image.
• For brand management, the company should
maintain a good image among the customers.
• The main objective of brand management is to
ensure that the product and service highlight the
quality of the brand.

Why brand management is important?
• Attachment on an emotional level: example
share a Coke campaign
• Buying habits: Most of the purchase decisions
are made due to habit. It becomes difficult to
break the habit of people.
• Making decisions is simple: With some
research and experience with a brand, the
buyers can easily make decisions on the
purchase of the brand.

• Reduce the chance of making a wrong
product decision: Consumers may
identify many risks or barriers involved in
utilizing a product.
• It creates brand loyalty
• It protects your brand reputation
• It increases brand equity

Types of Brand
• Product Brand:
Product brands refer to the individual products
of a company and are the foundation of its
brand world. They are at the lowest hierarchy
level of the brand architecture. Examples of
well-known product brands are Coca-Cola, Ariel,
etc.
• Service Brand: Service brands are not limited
to any sector; they exist for instance in the fields
of telecommunications, financial services,
tourism, and as online platforms.

• Corporate Brand: Corporate branding refers to the
practice of promoting the brand name of a corporate
entity, as opposed to specific products or services. The
activities and thinking that go into corporate branding are
different from product and service branding because the
scope of a corporate brand is typically much broader.
• Place Brand: Place branding (includes place
marketing and place promotion) is a term based on the
idea that "cities and regions can be branded," whereby
branding techniques and other marketing strategies are
applied to "the economic, political and cultural
development of cities, regions and countries."

• Personal Brand: Personal branding is the process of
creating an identity for yourself as an individual or
business. This involves developing a well-defined and
consistent look, message, and presence online and
offline. There are many psychology-based reasons why
you might want to work on your personal brand.
• Activist Brand or Purpose Brand: Brand activism
refers to a company's efforts to promote or direct change
that aligns with the brand's core values. These changes
can be of a social, political, economic, or environmental
nature with the goal of improving society or the natural
world.

• An ingredient brand is not sold directly to the
end consumer. It is a component of a complete
product that is available to consumers on the
market.
• A luxury brand is a brand that is characterized
by a high level of quality, exclusivity and high
price tags. Luxury brands are present in many
different sectors, especially retail, hospitality and
automotive.

The elements of brand identity:
1. Name
2. Logo
3. Color
4. Theme Line
5. Shape
6. Design
7. Movement
8. Taste
9. Smell
10.Sound

Brand Equity
• Brand equity refers to a value premium that a
company generates from a product with a
recognizable name when compared to a generic
equivalent. Companies can create brand equity
for their products by making them memorable,
easily recognizable, and superior in quality and
reliability.
• For example, when Apple releases a new
product, customers line up around the block to
buy it even though it is usually priced higher
than similar products from competitors.

Brand Positioning
• Brand positioning is the process of positioning
your brand in the mind of your customers. More
than a tagline or a fancy logo, brand positioning
is the strategy used to set your business apart
from the rest.
• For example, Tesla has effectively differentiated
themselves from other luxury vehicle brands like
Mercedes Benz or eco-friendly cars like the
Toyota Prius, but Toyota and Mercedes Benz
still have effective brand positioning that
resonates with their consumers.

5 Brand Strategies
• Line Extension Brand Strategy: A product line
extension is when an existing brand launches new
products in a product category they already offer
products within. For example, when a soft drink company
offers a new flavor of soda. Coca-Cola line extended its
brand by introducing Diet Coke.

• Brand Extension Brand Strategy: Brand extension
strategy refers to the use of an established company's
name or brand to enter a new product class or industry.
Perhaps one of the most well-known giants of brand
extension is Amazon. In 1995, Amazon began as an
online bookseller.

• New Brand, Brand Strategy: A new brand occurs when
the firm is expanding is offering – by developing a new
product line that they haven't offered before – and as a
result, need to build a new brand. The new brand
strategy is the most costly, since starting a new brand
includes costs such as advertising, sales personnel,
manufacturing costs and more.

• Fighter brand Strategy: A fighter brand is
designed to combat, and ideally eliminate,
low-price competitors while protecting an
organization's premium-price offerings.

• Flanker Brand Strategy: A flanker brand is a new brand
introduced into the market by a company that already
has an established brand in the same product category.
The new brand is designed to compete in the category
without damaging the existing item's market share by
targeting a different group of consumers.
• Hindustan Unilever Limited has 3 detergent brands
namely Surf Excel for Premium segment customers, RIN
for middle segment customers and Wheel for the lower
segment customers.

Difference between Marketing and
brand Management
Marketing Brand Management
Handle individual campaigns that
promote the brand
Involves creating the brand itself
Marketing may convince the
customers to buy
Brand would create an impact that
would make them loyal customers
Marketing efforts may get over after
the customer buys the product.
Brand management stays till the
customer is the user of the product.

Difference between a product and a
brand
Product Brand
Products are manufactured by
companies
Brand is an image of the company
that gets stored in customer’s mind
Product is an item that is on sale in
the market
Brand is something that distinguishes
other products in market.
Product is what you need Brand is your desire
Product can be copied Brand has particular identity that can
not be copied

Difference between a product and a
brand
Product Brand
Product can get antiquated or
replaced
Brand is built by customers overtime.
Brand remains forever.
Product are more about getting sold to
customers.
Brands tends to provide emotional
connect and experiences to
consumers.
Product without a brand lacks
credibility and reliability.
Branded products attracts customers
due to their credibility and reliability.

Strategic Brand Management Process
The Strategic Brand Management Process consists of the following
four steps:
Strategic
Brand
Management
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Step 1
Identify and Establish Brand Positioning and
Values
The first step of the strategic brand management
process starts with a clear and concise
understanding of what the brand is to represent
and how it should be positioned with respect to
competitors.

Step 2
Plan and Implement Brand Marketing
Programs
Building brand equity requires creating a brand that
consumers are acceptable aware of and with which
they have favourable, strong and unique brand
associations.

Step 3
Measure and Interpret Brand
Performance
To understand the effects of brand marketing
programs, it is important to measure and interpret
brand performance.

Step 4
Growing and Sustaining Brand Equity
The next step involves growing and sustaining
brand equity. Maintaining and expanding brand
equity can be quite challenging.

Role of Brands: For the Company
• In a highly competitive world, where
manufacturers are losing their pricing power,
branding is seen as a way of clawing back some
of the lost influence.
• Value of Brands is a key determinant of
enterprise value and stock market capitalization
• Financial markets reward consistently focused
brand strategies
• Brand management a vital ingredient for success
in corporate strategy

•Real and marketable asset
•Higher profit margin (Price Premium)
•Incremental cash flow
•Reduces cash flow sustainability risk
•Increases speed of cash flow
•Increases bonding and customer loyalty
•Increases market share
•Entry barrier
•Limits growth of competitors

•Requires lower investment levels
•Better negotiating position with trade and other
suppliers
•Facilitates higher product availability (better
distribution coverage)
•Dealers order what customers explicitly request
•Extends products’ life cycle
•Allows lower cost brand extensions
•Can be the basis for international expansion
•Provides legal protection; licensing; franchising
•Buffer to survive market or product problems

But...
•Brand Building Requires Time and Money;
nd Money;
•Brand Nourishing Should be a Continuous
Brand Nourishing Should be a Continuous
Process;
Process;
•Higher Profile/Exposure, Greater its
Higher Profile/Exposure, Greater its
Vulnerability;
Vulnerability;
•Can be Target of Counterfeiting/Criminal
Can be Target of Counterfeiting/Criminal
Activities
Activities

Time required...
“It took seven years of marketing
before car buyers began to recognize
that the BMW brand was distinctive”

So...
The cost of building a brand can be
very substantial over a period of time.
That is why buying a brand sometimes
makes sense to many companies.

The Importance of Brands
“Consumers are starved for time and
overwhelmed by the choices
available to them. They want strong
brands that simplify their decision
making and reduce their risks”

Media Planning
• What is Media?
Media refers to the communication channels through which
we broadcast news, music, movies, education,
promotional messages and other data.
Modern media comes in many different formats, including
print media (books, magazines, newspapers), television,
movies, video games, music, cell phones, various kinds
of software, and the Internet. Each type of media
involves both content, and also a device or object
through which that content is delivered.

What is Media Planning?
• Media planning is the process of determining
how, when, and to what audience a branding or
advertising message will be delivered. A media
planner analyzes how a message is intended to
support a marketing or advertising strategy and
then develops tactics to share that message in
the right places with the right people.
• An example of a media plan is an electronics
company advertising its products. It can
advertise using a media channel of its choice
like the television or magazines.

• “Media planning involves selecting
appropriate media for carrying
advertising message to target audience
and deciding how much to spend on each
media and scheduling (deciding the time)
when the advertisement is to run.” -
Fryburger

Important Terms related to Media
Planning
• Media Mix: A media mix refers to the combination of
various communication channels and platforms that a
business or organization uses to reach its target
audience and deliver its marketing messages.

• Media Vehicle: After selecting media, appropriate media
vehicles are to be selected. For example, after deciding
that advertising is to be done through newspaper, it is
decided that in which newspaper it is be done-whether
through Indian Express, or Hindustan Times, etc.

• Media Reach- Media reach refers to the
total number of unique individuals or
households exposed to a specific media
channel or a particular advertising
campaign during a specified period.

• Media Coverage: It is possible that reach of a media is
large, but its coverage for advertiser is poor, i.e. the
media has wide circulation, but it is not popular among
the target customers of advertiser.
• For example, if advertisement is issued on newspaper,
then number of copies circulated in a given period of
time (say, a day) will be called its reach. Media-
coverage means number of advertiser’s target
customers exposed to media in a specific time-
period.

• Media Frequency: Media frequency
refers to average number of times, the
audience is exposed to media vehicle in a
specified period of time. Higher media-
frequency is preferred.

Media planning includes the answer to
following 5 Ws:
• Which – Which media is to be picked for communicating
with our target audience? i.e., identifying suitable media-
mix.
• When – When the ad is to be issued? i.e., deciding month,
day, time of ad.
• What – What type of message should be communicated?
i.e., the message is informative or demonstrative in nature.
• Whom – Whom does a marketer want to reach? i.e.,
identifying target audience (potential customers).
• Where – Where are potential customers located? i.e.,
identifying geographical area.

Factors Affecting Media Planning
• Nature of Product
• Nature of Customers
• Distribution of Product
• Advertising Objectives
• Nature of Message
• Size of Ad-Budget
• Media Used by Competitors
• Media Availability
• Media Reach and Coverage
• Media Frequency
• Media Image
• Media Discount
• Language

Media Planning – Importance
• Optimum Utilisation of Resources
• Helps in Achieving Advertising Objectives
• Selection of Appropriate Media
• Selection of Optimum Media Mix
• Helps in Allocating Advertising Budget
• Ensures Appropriate Timing of Advertising
• Helps in Controlling

Steps involved in Media Planning Process
• Step # 1. Market Analysis
• Step # 2. Message Distribution
• Step # 3. Selecting Suitable Media
• Step # 4. Selecting Optimum Media-Mix
• Step # 5. Selecting Suitable Media Vehicle
within Each Selected Media
• Step # 6. Media Scheduling
• Step # 7. Executing Advertising Programme
• Step # 8. Follow-Up and Evaluation

Step # 1. Market Analysis
• Every media plan begins with the market analysis of
environmental analysis. Complete review of internal and
external factors is required to be done.
• At this stage media planners try to identify answers of the
following questions:
i. Identification of the Target Audience
ii. Study of Factors Affecting Media Planning
(a)Internal Factors
(b) External Factors
iii. Identifying the Geographical Area

Step # 2. Message Distribution:
• The first step in the setting up of objectives was the
definition of the target audience. The next step is the
distribution of message to this audience. The number of
messages and the frequency of their appearance matter a
lot. We also have to calculate the total message weight of
the campaign.
• i. Reach
• ii. Frequency
• iii. Message Weight: Media weight is a term used in
advertising to refer to the size of the audience reached by
an advertising campaign. Media weight is determined by
the number and placement of advertisements in media
such as television commercials, online ads, or billboards.

Step # 3. Selecting Suitable Media
• For selecting appropriate media, different media are
compared on the basis of cost per reader, cost per
viewer, media-image, etc. While selecting media, the
advertiser should ensure that media matches with
features of target audience. The selected media should
match with message-requirements, e.g. If message
involves demonstration, then media with audio visual
effects will be selected. While selecting suitable media,
availability of media should also be kept in mind. It is
possible that a particular media suits our requirements,
but it is already booked, so some other media will have
to be selected.

Step # 4. Selecting Optimum Media-Mix
• If the advertiser feels that no single media is sufficient in
itself in achieving advertising objectives then different
media can be used in combination and their optimum
mix is decided by the advertiser. By combining different
media, advertiser can increase coverage and improve
the chances of achieving advertising goals.

Step # 5. Selecting Suitable Media Vehicle
within Each Selected Media
• After selecting media, appropriate media vehicles are to
be selected. For example, after deciding that advertising
is to be done through newspaper, it is decided that in
which newspaper it is be done-whether through Indian
Express, Tribune, or Hindustan Times, etc.
• If it is decided that advertising is to be done through
magazine, then out of various magazines, appropriate
magazine/magazines are selected. Suitable media
vehicles are selected to attain media objectives.

Step # 6. Media Scheduling
• In media scheduling, decisions regarding date or time
when these advertisements are to be shown are taken.
In media-scheduling, time-gap in two advertisements is
also decided. Purpose of media-scheduling is to issue
advertisements at appropriate time with appropriate
frequency so that target audience can be contacted at
minimum advertising cost.

Step # 7. Executing Advertising Programme
• After selecting media and deciding its schedule,
advertising department is given the task of
designing suitable advertising copy and
executing it in the selected media. Some
companies assign this task of designing
advertising to professional advertising agencies.

Step # 8. Follow-Up and Evaluation
• After implementing advertising programme, advertiser
evaluates its effectiveness to know whether media
objectives have been achieved, whether media-plan has
contributed in achieving overall advertising-objectives.
Answers to these questions help the advertiser to know
success or failure of media strategy. If our media
strategy is not effective, then corrective actions will be
taken for future media planning, so that in future, better
media-plans can be made.

MEDIA PLANNING STRATEGIES
• Media Weight Theory: Media Weight theories
refer to the number of media selected and what
is the emphasis given to these media according
to the schedule.
• The Wave Theory: The advertiser uses one
specific media for a short period of time then
discontinues this media and switch over to other
media.

• The Media Dominance Theory: The portion of
ad- expenditure is allocated to one media while
the other media are given lesser importance.
• Media Concentration Theory: This theory
states that the advertiser concentrates only on
one media to attain both dominance and
continuity.

Implementation of the Media Plan
• A media plan has the following
components:
(i) Media objectives
(ii) Situational analysis
(iii) Media strategy
(iv) Media schedule and budget

The main problems in media planning
• Insufficient Information
• Time Pressure
• Difficulty in Audience Measurement
• Difficulty in Cost Comparison
• Changing Environment Factors
• Media Decisions Based on Guess Work
• Inadequate Expertise
• Confusions Regarding Different Terminologies
• Immediate Action

Some Other Challenges to Media
Planning
• Increasing Media Options Increases Audience
Fragmentation
• Cost of Reaching Audience is Increasing
• Increasing Competition
• Increasing Complexity in Media Buying and
Selling

Print Media
• Print media of mass communication comprises
of newspapers, popular magazines and
periodicals, trade journals, posters, leaflets,
books, in particular paperbacks and other
printed materials. Of these, newspapers,
magazines and periodicals are most extensively
used.

Electronic Media
• Electronic media, comprising of radio, television, satellite
TV, cable TV, motion films, recordings, etc. is distinctly
different from print media, as it provides news and
information immediately. It is essentially entertainment
media but has many other features, which are both
instructive and informative. It carries information across
distances and to the masses that are geographically,
culturally, intellectually and emotionally separated from
one another. It is the fastest media much quicker than
print media. Its impact on audiences is strongly much
greater than print media.

Difference Between Print Media and Electronic
Media

Parameters Print Media Electronic Media
Time Required for Editing One needs more time for editing
the information and updating it on
the print media.
You can quickly and easily update
the information available on
electronic media. The process is
much easier in this case.
Availability It is not available to its targeted
audience 24×7. It is rather
available in particular instances-
for example, monthly comics,
weekly magazines, daily
newspapers, etc.
The availability of electronic
media is evergreen and 24×7. You
get the information as soon as a
publisher uploads it- for example,
television news, news on mobile
apps, etc.
Space Occupied It occupies more space because a
person needs to physically carry
the printed material around with
them, like taking a magazine or
newspaper in a bag, etc.
One can easily avail of the
electronic media anywhere at any
given time by simply using an
electronic device- such as a laptop
or a cellphone.

Parameters Print Media Electronic Media
Deadlines Deadlines always exist in the case of
print media, and it depends on the
collection of the content that we want.
For instance, reporters collect news
from today and publish them in
tomorrow’s newspapers.
No such kinds of deadlines exist in
the case of electronic media.
Live Content Print media does not allow its users to
get access to live shows,
performances, news, etc., with this
medium.
Electronic media is the primary media
used by the audience to get access to
live content in the form of reports,
discussions, debates, news, etc.
Coverage Area The print media covers comparatively
lesser areas and genres of content
because the type of information it can
display is very limited.
Electronic media can display all kinds
of information- from texts to
photographs, audio, video, etc. Thus,
it covers more areas, categories, and
topics pretty conveniently and
generously.
Reader-Friendly The print media is comparatively
more reader-friendly.
The electronic media is
comparatively more viewer-friendly.

Digital Media
• Digital media is any form of media that uses electronic
devices for distribution. This form of media can be created,
viewed, modified and distributed via electronic devices.
Digital media is commonly used software, video games,
videos, websites, social media, and online advertising. Even
though digital media is part of our everyday culture,
business owners still find themselves uncomfortable with
replacing their paper advertising with internet marketing
services.

Print Media Vs Electronic Media Vs Digital
Media
• Print media: means of mass communication in the form of printed
publications, such as newspapers and magazines.
• Any equipment used in the electronic communication process (e.g.
television, radio, telephone, game console, handheld device) may also be
considered electronic media.
• Digital media means any communication media that operate with the use of
any of various encoded machine-readable data formats. Digital media can
be created, viewed, distributed, modified, listened to, and preserved on a
digital electronics device. Digital can be defined as any data represented by
a series of digits, while media refers to methods of broadcasting or
communicating this information. Together, digital media refers to mediums
of digitized information broadcast to us through a screen and/or a speaker.
This also includes text, audio, video, and graphics that are transmitted over
the internet for viewing or listening to on the internet.

Difference in Advertising between Print, Audio
and Audio-Visual Media
Sr.
No.
Point of
difference
Print Media Audio Media Audio-Visual
Media
Digital Media
1) Concept If an ad is printed on paper,
be it newspapers,
magazines, newsletters,
booklets, flyers it is
considered as ad in print
media.
Mainly Ads
played on radio
are the in audio
media.
Ads on TV,
which are in the
video format are
the audio-visual
ads.
Ads on
YouTube,
Facebook, web
portals, etc.
which are
reaching to the
audience using
internet are the
digital media
ads.
2) Writing style They have crisp written
text or poet ad or can be
even without words using
cartoons, graphics or
photos.
They are written
in the form of
audio
conversations or
jingles
They are written
in the form of
dialogue or
animation or
they can even be
speechless and
may be
supported by an
apt background
music.
They can be
written in any of
the besides form.
That is, they can
be simply a
picture or
graphics with
wording, audio
or audio-visual
media.

Sr.
No.
Point of
difference
Media
Digital Media
3) Effectiveness in
measurement of
response
In this case it’s little
difficult to measure the
response of advertising.
Because Ads in
Newspapers are going to
homes, offices and
libraries where variety age
groups, different localities
and people of different
interests are reading the
news papers
Here the ads are
inserted before,
during and after
the programs
where it is
possible to
identify the target
audience because
the programs are
for specific
listeners with
definite interest
depending the
subject of the
program.
In case of TV
ads also similar
to audio media.
It is possible to
develop a
response
measurement
mechanism just
as in case of
audio media.
This is most
effective in
measuring the
impact of the
advertisement as
it gives much
more details
about the
viewers of the
ads such as their
country,
sometimes age,
etc.
4) Reach Control on Locality
specific coverage is better
in case of print media.
Here the reach is
lesser as
compared to print
media as only
radio listeners can
listen the ads
The reach of this
media is very
good but
depending upon
the popularity
and Television
Rating Point
(TRP) of the TV
channel.
With advent of
smart phones
and internet now
ads on websites,
portals and other
digital ads like
digital hoardings
now the reach
has increased a
lot.

Sr.
No.
Point of
difference
Media
Digital Media
5) Frequency The ads in print can be
only once inserted per
day
Ads in this
media can be
transmitted
several times a
day with
different
advertising
packages
Same as that
of audio media
Here the
frequency can
be highest.
Many times
while the web
page is
displayed the
ads can pop-up
and on every
refresh of page
also it can be
popped-up.
Also display
of ads is now
possible to be
automated
more
flexibility in
this media.

Planning & Development of Advertisement.ppt

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