DECIDING ON MEDIA AND MEASURING EECTIVENESS BYRANJIT ANOOP POORNIMA ARCHANA Deciding on :Reach Frequency Impact IMPACT OF CUSTOMERS TOWARDS MEDIA OUTDOOR MEDIA 2% TELEVISION 43% RADIO 3% INTERNET 4% NEWSPAPER 20% MAGAZINE 16% YELLOW PAGES 12% Choosing Among Major Media Types Target Audience Media Habits Product Characteristics Message Characteristics Cost ALTERNATIVE ADVERTISING OPTIONS For longer time TV was the dominant medium. In recent years, researchers have noticed reduced effectiveness due to increased commercial clutter, increased zipping and zapping. TV advertising costs are risen faster than other media costs. PLACE ADVERTISING Is also called as out-of home advertising, is broadly defined category that captures many different alternative advertising forms. Marketers are using creative and unexpected ad placement to grab consumers. The rationale often given is that marketers are better off reaching people in other environments, such as where they work,play,and,ofcourse,shop. Some options are billboards, public spaces, product placement, and point-ofsale BILL BOARDS This are transformed over the years and now use colorful, digitally produced graphics, back lighting,sounds,movement,and unusual and three dimensional images. PUBLIC SPACES Advertisers are placing traditional TV and print ads in unconventional places such as movies,airlines,and lounges, as well as classrooms, sports areans,office and hotel elevators, and other public places. Transit ads on buses,subways,and trains. Advertisers can busy space in stadiums and arenas and on garage cans, bicycle racks, elevators, gasoline pumps, air line snacks packages. PRODUCT PLACEMENT Product placement has expanded from movies to all types of TV shows. Product placement are the result of a larger net work advertising deal, but other times they are work of small product placement. POINT-OF-PURCHASE There are so many ways to communicate with consumers at the p-o-p.p-o-p radio provides FM- style programming and commercial messages to thousands of food stores. Evaluating Alternative Media The advantage of non traditional media is that precise and because of the nature of the setting involved captive audience often can reached in a cost effective manner. SELECTING SPECIFIC VEHICLES N E W S P A P E R THE HINDU ECONOMIC TIMES OF INDIA BUSINESS LINE INDIAN EXPRESS TELEVISION STAR TV CNBC MTV ZEE TV NATIONAL GEOGRAPHIC NDTV OUTDOOR MEDIA VEHICLES HOARDINGS POSTERS AMUSEMENT PARKS DANCE, DRAMA SHOWS LOUDSPEAKER ANNOUNCEMENTS BALLOONS & SKYWRITINGS FAIRS & EXHIBITIONS TRANSIT ADVERTISING THINGS TO BE MEASURED Circulation Audience Effective Audience Effective ad-exposed Audience APPLICATION OF SOME ADJUSTMENTS TO THE COST-PER THOUSAND MEASURE AUDIENCE QUALITY Ex - Johnson's baby lotion ad AUDIENCE-ATTENTION PROBABILITY MAGAZINE’S EDITORIAL QUALITY Ex - ad of hp laptop Deciding on Media Timing and Allocation Macro-scheduling Micro-scheduling Classification of Advertising Timing Patterns Level (1) Concentrated (2) Rising (3) Falling Alternating (4) (5) (6) (7) (8) Continuous (9) (10) (11) (12) Intermittent Number of messages per month Month Factors to be considered in Advertising Timing Pattern Buyer Turnover Purchase Frequency Forgetting Rate MEDIA SCHEDULES Continuity Ex-Ivory Soap, Coca Cola,Malboro Cigarette Concentration Ex-Champagne, Contac Cold Tablet, Coppertone Suntan Lotion Flighting Pulsing EVALUATING ADVERTISING EFFECTIVENESS • Communication-Effect Research:• Consumer feedback method • Portfolio test method • Laboratory test method SALES-EFFECT RESEARCH SHARE OF EXPENDITURE SHARE OF VOICE SHARE OF MIND AND HEART SHARE OF MARKET DO YOU HAVE ANY DOUBTS ?