Module 8 Media Strategy 2003

MODULE 8 MEDIA STRATEGY

• Media: General communication methods that carry advertising messages • Vehicles: Specific broadcast or print choices in which advertisements are placed • Any environment in which messages can be sung, blared, written, or communicated in any other form is a medium • Major advertising media: TV, Radio, Newspaper, Magazine, Out-of-home • Choice of medium: Target audience, Advertising objectives, Budget

MEDIUM

2007

2006

PRINT

8470

7000

TV

7110

6000

OUTDOOR

1275

1000

RADIO

480

28

INTERNET

250

165

CINEMA

104.5

55

TOTAL

17690

14505

INDIAN ADVERTISING INDUSTRY

OUT-OF-HOME / OUTDOOR • Seen outside homes • Billboards (Unipoles, Trisigns, Hoardings, Display boards, Glow sign boards) • Street furniture (Bus shelters, Pole kiosk / Median unipoles, Median railings, Gantry) • Digital displays (adfotainment) and LEDs • Transit media (Mobile vans, Railway glow signs, Railway scrollers) • T-shirts, Blimps (Giant inflatables), Pillar wraps

• Mostly supplementary medium • Billboard advertising: Name recognition Poster panels and Painted bulletins • Times OOH, TDI India, Accord advertising, Selvel, Vantage, Pioneer, Parivartan, Laqshya, Clear Channel • 7% ad share and growth of 28% last year

• HDFC, SBI, Times Of India, Nokia, Sony TV, Idea, MTNL Titan, Reliance, HT, Airtel , HSBC, Hitachi, Colgate Palmolive, Raymond, Mcdonald’s , Zee Music, U.T.I,. Larsen & Toubro, Surf, Parag, ONGC, Bizzare • Buying outdoor space: From Plants – Companies that own billboards • Strengths – Reach, Cost, Flexibility, Product identification, Reminder before purchase • Weaknesses – Nonselectivity, Measurement, Exposure time, Regulations

MOBILE VAN OUTSIDE DOMESTIC AIRPORT TERMINAL (Transit advertising)

UNIPOLE (Hoarding)

MEDIAN RAILING (Street furniture)

GANTRY (Street furniture)

VERTICAL HOARDING INSIDE ANSAL’S PLAZA

VERTICAL HOARDING / FLAGS

OUTSIDE ANSAL PLAZA

PODIUM IN A CINEMA HALL

MOTION DISPLAY (Digital display)

POLE KIOSKS / MEDIAN UNIPLOES

BUS SHELTER (Street furniture)

• • • • •

NEWSPAPERS Buying newspaper space – Agencies Circulation, Image, Audience characteristics, Cost ROP (Run of press) Strengths – Coverage, Mental frame, Detailed copy, Timeliness Limitations – Clutter, Not selective, Changing composition of readers

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MAGAZINES Mass medium to Special interest magazines Media kit for advertisers – Rate card, Demographics (Time, BI) Strengths – Large audience, Selectivity, Long life, Detailed information , Greater involvement for readers, Can enhance involvement Weaknesses – Not intrusive, Long lead times, Variation in circulation

RADIO • Radio re-emergence in India • Station format, Cost, Choice of geographic areas, Choice of day part • Strengths – Personal and intimate level, Economy, Short lead times, Transfer images from TV advertising • Weaknesses – Clutter, Unable to employ visualization, Audience fragmentation

TELEVISION • Different programming segments: Prime time, Daytime, Fringe time • Alternate outlets for TV commercials: Network TV advertising, Spot TV advertising/ Local TV advertising • Strengths – Demonstrate, Intrusion value, Entertain and excite, Ability to use emotions, Effective for sales force and trade, Impact • Weaknesses – Cost, Audience fractionalization, Clutter

• Infomercials – Full length commercial segments run on cable TV (combine news and entertainment)

• • • • • •

INTERACTIVE ADVERTISING MEDIA CD-ROM Virtual reality The internet Yellow pages In-film product placement Innovative media