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					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 ?


				
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posted:6/26/2009
language:English
pages:28