Mass Media Promotions

Mass Media Promotions • Newspapers & Advertising • Magazines & Advertising • Radio & Advertising • Television & Advertising

Newspapers & Advertising  3rd largest next to China and Japan  52% of corporate expenditure is absorbed by newspapers  Newspapers are classified based on: – Frequency of publication (Weekly, Daily) – Geographical coverage (National, Regional) – Subject area (General, Specific)

Newspapers & Advertising

Newspapers & Advertising

Magazines & Advertising  12% of the expenditure is absorbed by Magazines  Magazines are classified based on: • Frequency of publication (Weekly, monthly)

– Target audience • Consumer publication • Business publication General business Publications Professional Publications Industry Publications

Magazines & Advertising

Magazines & Advertising  Media Space Buying: – Offered in terms of pages • Full page, half page, 2/3 page, 1/3 page

– 3 color options available • Black & White • Black & 1 Color • 4 colors

 Rate Base – Guaranteed circulation promised by the magazine

Radio & Advertising  Oldest broadcasting medium introduced in 1923  Absorbs 2% of ad expenditure  5 major private players along with All India Radio – Radio Mirchi – Radio city – Radio Midday – Radio today – Win 94.6

Radio & Advertising

Radio & Advertising  Media Buying Space: – Network Radio • Cost effective • Easy negotiating process

– Spot Radio • Flexibility • Loses economies of scale • Complex and tedious

Television & Advertising  Launched in 1959  3rd largest next to US & China  Absorbs 40% of the ad expenditure  100 channels are present till date

Television & Advertising

Television & Advertising  Media Space Buying – Advertising buying strategy • Network advertising strategy • Spot advertising • Local advertising strategy

– Selection of the timing – Sponsorship issue • Complete show sponsor • Co-sponsor or Participator

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