Module-IV Media in Advertising CO Popular Media for Advertising in India such as television, radio, newspaper, magazines, films and Out-Of- Home -Options of Online Advertising on world-wide-web through Internet-Digital Media and its impact on Advertising 1 Media Research and its Publications Media: concept - They are the tools or channels One of the active participants Alink between the advertiser and the target audi nce Many types of media Each one has its unique characteristics, merits, Advertising media refers to...The various media channels through which advertising is done’ They are used to communicate promotional content in various forms such as text, speech, images, videos using print, TV, radio, online, outdoor etc. Basically they are the channels through which advertisers advertise their products and services to reach to customers Types of Media 1. Print media: newspapers, magazines, journals, etc. 2. Broadcast: radio and television 3. Non-broadca: : cinema, cable, VCDs/DVDs, in movies, etc. 4. Outdoor: hoarding, banners, neon signs 5. Direct mail: letters, circulars, brochures 6. POP: hangings, painted signs, racks, trolleys, indoor displays, window displays 7. Transit/Vehicular: bus, train, taxies 8. Internet/Digital: blogs, social media 9. Miscellaneous: writings on the play grounds, balloons, T-shirts, di es, calendars, chairs, Newspaper (Medium)Adverti 18 - Normally, itis daily, there are few weekly newspapers 1 Morning and afternoon/evening C2 Broadsheet (full-size) or small-size (tabloid) Merits of Newspaper Advertising 1. Flexibility: easy to make changes daily 2. Mobility: easy to carry at places 3. More details can be given 4. Reference value: can be preserved and referred back5. Easy to get the data/feedback 6. Economical: due to wide circulation 7. Geographical selectivity 8. Popularit still large number of people read it Limitations of Newspaper Advertising 2. Poor quality: of paper and printing 3. Li ited attention: casual reading 4. Not suitable for illiterates Magazine (Medium)Advertising - Can be weekly, fortnightly, monthly, bi-monthly, quarterly, annually Merits: 1. Long life 2. More reference value 3. More attention value: reading at leisure 4. Better production quality: paper & printing 5. Better selecti ity of target audience 6. More details Limitations of Magazine Advertising 1. Li ited circulation imited appeal 2. Expensive: due to limited reach 3. Lacks flexi ity 4. Problem of illiteracy 5. Not suitable for certain types of ads: e.g. ads of ‘SALE’, discount, offers, etc. Television Advertising: merits 1. Wide coverage: jide reach and appeal 2. Economical: due to wide coverage 3. Audio-visual effect: high effectiveness 4. Better demonstration 5. Useful for illiterates6. Better selectivity of target audience 7. Availability of viewership data Limitations of Television Advertising 1. Expensive of making the ads 2. Problem of clutter: dilutes the impacts 3. Lacks reference value imited attention value: change of channels Short life imited contents Lacks flexibility Immobility eu Ow Not suitable for industrial goods Radio Advertising: merits 1. Useful as a supportive medium: acts as reminder 2. Reaches different sections of society 3. Economical 4, Popular in rural areas 5. Useful for illiterates 6. Mobilit 7. Flexibility 8. Suitable for local and regional ads ns of Radio Advert Limi ing 1. Only audio impact: no visuals 2. No demonstration 3. Limited attention value 4. Short life: less contents 5. Limited coverage: less popularity 6. No reference value 7. Not suitable for industrial goods ads Cinema Advertising: merits 1. Audio-visual effect: high effectiveness 2. Better demonstration: wide screen 3. Useful for4. Better selectivity of target audience 5. Availability of viewership data 6. Better attention: more captive audience, they have no control Limitations of Cinema Adverti ing 1, Limited coverage: less reach and audience 2. immobile 3. Expensive to make cinema ads 4, May interrupt the entertainment: may be considered as a nuisance 5. Short life: limited contents Outdoor Advertising: merits(hoardings, banners, posters, balloons, etc.) 1. Better flexibility 2. Long life 3. More reference value 4, Suitable for local advertising 5. Economical 6. The oldest medium: acts as a supportive medium ions of Outdoor Advertising d appeal: used as a support imited message contents: limited copy 3. Lacks attention value 4. Problem of clutter 5. No audience selecti y 6. Spoils the natural beauty: many restrictions over placing the hoarding 7. Needs regular cleaning/maintenance 8. Difficult to get authentic audience data Direct Mail Advertising: merits(letters, brochures, catalogues, etc.) 1, Personal touch: satisfies ego of being important 2. Conveni nt: reading at leisure 3. Easy to know the response/feedback 4. Flexible: can be customised also 5. Very high reference value 6. More details7. Can reach any part of the world Limitations of direct mail Advertising 1. Lacks mass appeal: used only as a supportive medium 2 racy 3. Needs regular updating of mailing list 4. Delays from the respondents 5. Delays from the post department POP Medium (hangings, stickers, racks, indoor & window displays): merits 1. Acts as an aid to retailers/dealers: helps in exhibition/display or better explanation of goods 2. Stimulates impulse buying 3. Flexible 4. Supplementary mediu ns of POP medium Advert 1. Needs periodic changes 2. Proper cleaning/maintenance 3. Needs active involvement of retailers 4, Misuse of display materials 5. Clutter: may confuse the audience Benefits of Internet/O1 1e/ Di 1, Easy and economical to the advertiser 2. Easy and affordable access to Internet: growing in size and scale, it is around 20% of the total ad spend 3. Wide reach: global transactions 4. Quick feedback: direct interaction 5. More informative: quick updates Limi ns of Internet/Online Adverti 1, Chances of cybercrimes& frauds 2. Problems of privacy and data secrecy 3. Limited reach and use: appeal is limited as penetration is low in developing countries, less in rural areas, though it is growing fast 4. Some people dislike digital/E-mail and consider it to be ‘junk mail’: interfering 5. May create a negative image about the advertiser/brandMedia Research: concept and importance 1 Itis ‘the study of different media to find out their effectiveness’ 1 Media research is ‘the study of information related to any form of mass communication’ Media Research: Need and Importance 1. Finds out the media popularity: reach and coverage 2. Useful to know the details of target audience: their profile 3. Useful in media selection: media-mix 4. Helps media planners: in media buying, booking of media time and space 5. Useful to media owners: to know the media popularity and fix the ad rates 6. Benefits media research firms: they get business and earn revenue, create jobs 7. Helps advertisers: to decide their ad budgets and allocation of the ad budgets 8. Benefits the audience: they get better quality programmes. Media owners, to maintain the popularity (TRPs), always try to improve the quality of their programmes/contents Media Research Organisations 1. Audit Bureau of Circulation (ABC) 2. KANTAR-Indian Market Research Bureau (IMRB) 3. Market & Research Group (MARG) 4. Market Research Advisory Services (MRAS) 5. Pathfinders India 6. Indian Newspapers Society (INS) 7. Broadcast Audience Research Council (BARC) India 8. The IRS (Indian Readership Survey) Audit Bureau of Circulation(ABC) CO Founded in 1948, AB and advertising agencies as members is a not-for-profit, voluntary organisation consisting of publishers, advertisers 11 It does pioneering work in developing audit procedures to certify the circulation figures of publications which are members of ABC 1 ABC's membership today includes 562 Dailies, 107 Weeklies and 50 magazines plus 125 Advert Agencies, 45 Advertisers & 22 New Agencies and Associations connected with print media and advertising. It covers most of the major towns in India 1 The main fun: publisher shall compute its Quali n of ABC is to frame a standard & uniform audit procedure by which a member- jing Copies (copies which are paid) (The circulation figure verified by a firm of chartered accountants which are on the panel of the ABC(1 The Bureau issues ABC certificates every six months to those publisher-members whose circulation figures confirm to the rules and regulations of ABC Indian Market Research Bureau(IMRB) C2 Kantar IMRB (formerly IMRB International) is a market research, survey and business consultancy firm (1 Headquartered in Mumbai, India with operations in over 15 countries, IMRB is a part of the Kantar Group, WPP’s research, insights, and consultancy network 1 It provides market research and insights across South Asia, the Middle East and North Africa with specialist divisions in many areas such as media, retail, customer satisfaction social and rural research Indian Newspapers Society(INS) CO The Indian Newspaper Society(INS) (formerly known as the Indian and Eastern Newspaper Society) founded in 1939, is an independent body that authenticates circulation figures of Indian newspapers and periodicals CO The INS has a system of granting accreditation to Indian Ad Agencies which enables the agencies to access certain facilities from the members CO The INS accreditation grants advertising agencies a certification of competence, authority, and credibility in the market Broadcast Audience Research Council(BARC) India (1 BARCis a joint industry body founded by stakeholder bodies that represent Broadcasters (IBF), Advertisers (ISA) and Advertising & Media Agencies (AAAI) OO BARC In owns and manages a transparent, accurate, and inclu je TV audience measurement system 1 Itis also the world's largest television audience measurement body Research Surveys:The IRS (Indian Readership Survey) (2 The IRS is the largest continuous readership research study in the world with an annual sample size exceeding 2.56 lakh (256,000) respondents 11 IRS collects a comprehensive range of demographic information and provides extensive coverage of consumer and product categories, including cars, household appliances & durables, home care & personal care products, etc. 1 IRS covers information on over 100 product categories O India) conducted by MRUC (Media Research Users Council) and RSCI (Readership Studies Council of 1 IRS covers nearly 70 cities, 1178 towns and 2894 villages (1 the IRS collects readership information from a cross-section of indi present a true and unbiased picture of their readership habits iduals, in great detail, so as to C1 On the media front, it captures information on television and cinema viewing habits, radio listening habits and Internet usage 1 in addition to this, IRS captures information on various FMCG products, and ownership of consumer durables