FACTORS
AFFECTING MEDIA SELECTION
BY
SMART
LEARNING WAY
CONTENTS
·
Introduction of
media
·
Various
definition of media selection
·
Media of
advertising chart
·
Media selection
·
Factors affecting
media selections
·
Characteristics
of important media
·
Conclusion
·
Bibliography
INTRODUCTION
Selection of the most effective television shows, Radio, Programs,
Magazines, Newspapers and other media vehicles to convey a message to a target
population has always been more involved than simply selecting the set of media
vehicles with the lowest cost-per-thousand. Other factors to be considered
include the editorial climate of the vehicle, its prestige, the visual and / or
audio qualities in relation to the requirements of the
product message interactions among vehicles, and the social environment
in which the audience reads or views the vehicles. Prior of the sixties these
additional factors were combined under the title “experienced judgment.”
Cost-per-thousand estimates were adjust by an agency’s “experienced judgment,”
implying that all relevant factors were taken into account in the ultimate
media selection.
Various definition of media selection
1. Communication channels through which news,
entertainment, education, data, or promotional messages are disseminated. Media
includes every broadcasting and narrowcasting medium such as newspapers,
magazines, TV, radio, billboards, direct mail, telephone, fax, and internet.
2. Data
storage material divided into three broad categories according to the recording
method: (1) Magnetic, such as diskettes, disks, tapes, (2) Optical, such as
microfiche, and (3) Magneto-Optical, such as CDs, and DVDs.
3. In general, "media" refers to various
means of communication. For example, television, radio, and the newspaper are
different types of media. The term can also be used as a collective noun for
the press or news reporting agencies. In the computer world, "media"
is also used as a collective noun, but refers to different types of data
storage options.
4. Computer media can be hard drives,
removable drives (such as Zip disks), CD-ROM or CD-R discs, DVDs, flash memory,
USB drives, and yes, floppy disks. For example, if you want to bring your
pictures from your digital camera into a photo processing store, they might ask
you what kind of media your pictures are stored on. Are they on the flash
memory card inside your camera or are they on a CD or USB drive?
Media selection
In making media decision, we have to consider
the following factors :
·
The financial
allocation for advertising.
·
The nature of the
product and the demand for it.
·
The type of the
prospects, their location and other characteristics.
·
The nature of
competition and the extent of coverage required.
·
Cost of media,
co-operation and promotional aids offered by media, media circulation.
· Right media of
advertisement will enable the advertiser to deliver the message effectively to
the intended markets or prospects.
Factors
affecting media selections
Nature of product :-
product to be advertised can
be industrial product or consumer product. Such product advertised in specific
trade journals, magazines. consumer product advertised through mass media
television, newspaper and outdoor advertising etc. such magazines circulation
at in other countries ‘product form India’, ‘products finders’.
Nature of customers :-
An appropriate media plan must
consider the type of consumer. Differ in their age-group, sex, income,
personality, educational, attitude etc. consumer group that is man, women,
children, young, old, professional, businessman, literate, illiterate etc. some
of the consumer traits affecting media selection are discussed below.
Age:-
advertising for kids products , television is the best media for
communicating message. TV add in
cartoon, tv channels and for young Magazines and for old television are good
choice.
level of education:-
For highly educated – in magazines, national newspaper, internet and
television etc.
For less educated – local newspaper, languages, TV ,magazines etc.
For illiterate – print media is not suitable. Broadcast media is good
choice.
Number
of customer:-
For more customer - mass media,
like television, newspaper.
For less customer – direct mail, media, advertising on telephone are
suitable.
Distribution of product :-
At the time of product
distribution locally or regionally, then media with local coverage like
newspaper, cable network etc. it the product is national level, then national
dailies , level , TV channels will be suitable.
Advertising objectives :-
The main objective of every
advertising is to get favorable response from customer and also for get
immediate results, for these fast media like newspaper will be considered. If
for build corporate goodwill and brand equity then magazines, television will
be considered.
Nature of message :-
If advertising message is
informative newspaper will be suitable. If persuade consumer and potential
consumer, emotional apple and rational apple for television media will be
suitable for advertising. At the time of schemes, discount, exchange, festival
offer. then posters, banners and newspaper are suitable.
Size of ad-budget :-
If budget is more then costly
media, that is television, national dailies, popular magazines can be selected.
If budget is less Then media like
posters , banners, cable-network, local newspaper will be suitable.
Media used by competitors :-
If advertiser does not
consider competitors move regarding media, then is possible that advertiser’s
market share is taken by competitors. If the industry leader is using TV as
media at that time consider the same media.
Media – availability :-
sometimes specific space for
advertisements is in print media is already book by other advertiser and hence
space not available. Sometimes it happens advertisement.
On
front page , cover page is already book by others. Similarly advertisement on
television during particular programme.
It happens booked by others advertisers.
Media reach and coverage :-
Such media should be selected
which has wide reach and can cover our target customers. Media reach means
total circulations viewership of media for a given time. Media reach means
total numbers of person who are exposed to a media in a specific time period.
Media coverage means number of advertiser target customers Exposed to media in a specific time period.
Media cost:-
Advertiser should compare the
cost of each media by considering the number of audience covered by such media.
It seems to be costly but it can cover large number of audience, then cost per
audience will be less.
Media cost should also be
compared in terms of cost per unit of reader, or cost per unit of viewer. That
media should be selected whose cost per reader or cost per viewer are minimum.
Media frequency :-
It is refers to average number
of times, the audience is exposed to media vehicle in a specific period of
time. Sometimes the new newspaper will come and old newspaper will be discarded
the same day, in case of magazines, media frequency is more. Magazines are used
for so many times. So media with higher frequency should be selected.
Media image :-
Some media image is better
image in comparison with other media vehicles. So media with good image should
be selected. And we should not select media with bed image.
CHARACTERISTICS
OF IMPORTANT MEDIA
1.) MURAL ADVERTISING :-
Mural or outdoor advertising has long life. It
has a general and wide appeal. It can attract attention of numerous people. It
is good to remind prospects. An advertiser has ample scope to use his skill and
art in advertising.
However, outdoor advertising has certain
limitations. It can not have a long message. It is not useful in selective
advertising or for specialized products.
2.) PRESS ADVERTISING :-
Newspaper have a general and wide appeal. It
is a very common method of publicity. Newspaper are flexible and timely. Repeat
advertising is possible. Periodical change in size and contents is also easy.
Selective advertising to some extent is available. Effectiveness of advertising
can be estimated by having keyed advertisements. Newspaper offer promotional
assistance. Colored and attractive advertisements are now available even in newspapers.
They are the best source of market information.
Newspaper are truly a way of life to most of
the literate people. They have short closing times.
However, newspaper have short span of life.
Waste in advertising is considerable. Illiteracy affects its utility. magazines
and trade journals are other means of press publicity. they are best for colored
and attractive advertisements. They have longer life, greater retentive value
as well as reference value. Selective appeal is possible.
They have limited circulation. They have
higher unit cost per contact.
FILM ADVERTISING :-It is a wide appeal.
It
can overcome language barriers. Audio-visual (sound and sight) technique has
maximum impact on audience. Sound and sight both are employed for communicating
our message. Repeat advertising is possible. However, both cost of production
as well as cost of distribution of slides and films are quite high. Selective
advertising is not possible. Effectiveness cannot be measured. Waste in film
publicity can be considerable.
RADIO ADVERTISIMEN :-
Of all the media, radio has the shortest
closing times: radio use only an audio signal. The copy can be submitted up to
air time. Announcement can be made very quickly. It can secure dealer support.
It has a very wide apple. It is suitable even for illiterate people. Repeat
message is quite common. Spoken word has greater impact than written word. With
the entry of FM radio programme ranging from all – talk to Indian and western
music, certain target markets can be easily approached. However, radio cannot permit
selective advertising. it cannot give detailed information. It has law memory
value. Radio has low listing level as it is often used as background for
working, studying or some other activity.
TELEVISION ADVERTISEMENT: -
Television uses both video and audio signals.
It is a unique combination of vision, motion and sound. Products can be
demonstrated and also described. We have best sales presentation. Television
has all the advantages of radio, namely, sound and explanation, plus the
additional advantages of sight. It can appeal through ear as well as eye.
Product can be demonstrated with explanation. Television reaches the audience
almost like personal face-to-face contact.
Television combines all of the elements of
communication :
(1) Illustration,
(2) Music,
(3) Spoken Words,
(4) Written Words.
Commercial ads by sponsors of T.V. series have
shown creativity and innovation. For global marketers it is a boon.
T.V. ADVERTISEMENT IN INDIA:-
·
T.V. is somewhat
expensive medium.
·
It takes permanence.
·
T.V. message must
be seen and understood immediately.
·
HEANCE, T.V. does
not allow complicated messages.
In India, by 2005 we have round the clock coloured T.V. programmes with
multichannels. Tailor-made T.V. programmes can be made for each age-group or
each market segment. T.V. has penetrated even in rural India. T.V ads have very
bright future. Tv ad appears many channels.
DIRECT MAIL :-
Direct mail is any advertising sent by mail
including sales letters, folders, pamphlets, booklets, catalogues and the like.
Direct mail is the most personal and selective media. It reaches only the
desired prospects. It has minimum waste in circulation.
The advertising copy
can be very flexible. It has maximum possible personal features even without
personal contact. It can provide detailed information about the product or
service, creating lasting impression. Its effectiveness is measurable. it can
be timed as per advertiser’s will. It has maximum personal appeal.
however, direct mail is costly.
We may not
have proper mailing list. Receiver may consider it as junk mail as it may not
have entertainment value. It is not a good means of mass communication.
ADVERTISING SPECIALITES :-
These
include a wide variety of items, such as calendars, book, matches, pens,
pencils, knives, key rings, diaries, memo advertisements, cigarette lighters,
blotters, paper weights, electronic clocks, purses, rain hats and so on.
They are given to advertising targets without
cost or obligation. advertiser’s name, address, phone, number, and a short
sales message are Imprinted on the
item. The advertiser can choose from among 5000 specialties in the market.
Advertising specialties are reminder type of
promotion. It is hoped that they will lead to customer’s orders and re-orders. However, they
have limited space available for sales message.
They are also costly.
POINT-OF-PURCHASE ADVERTISING :-
It
really represents sales promotion devices. It covers the display material used
in advertising programme. Such
point-of-purchase material may include advertising on the package, window
banners, shelf-talkers, merchandise tags, package stuffers, information folders
and booklets and such other displaying materials.
TRANSIT ADVERTISING :-
It onsists of card advertising, which is
located within buses, railways, subways, and outside displays which appear on
the fronts, sides, and backs of buses or other public transport and transportation
terminals. It is the lowest-cost media. It gives geographic selectivity and
seasonal selectivity. It has high readership. It can reach pedestrians and
traveling public. Non-riders are not exposed to car-cards located inside the
vehicle. Car-cards have small size, and they can carry only short copy. Transit
advertising is limited in quantity by the number of public vehicles in
operation.
CONCLUSION
Most media may be used
effectively for the attainment of different objectives, also most objectives
may be achieved through any of a verity of media.
BIBLIOGRAPHY
1.) Marketing management
-
S.A.Sherlekar
2.) Advertising management
- RAJEEV
BATRA
- JOHN G.
MYERS
- DAVID A. AAKER
3.) Advertising management
- Frank
jefkins
- Daniel
yadin
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