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MEDIA. BY: PRIYA BAJPAI (7357) SWAGATA NAG (7435). Media. When we think of “media”, we think of:. Message Transmitted To A Large Number of People At The Same Time. Types of Media used in Advertising Traditional or Mass Media Niche Media Non-Conventional Media. Media Goals.
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MEDIA BY: PRIYA BAJPAI (7357) SWAGATA NAG (7435)
Media When we think of “media”, we think of:
Types of Media used in Advertising Traditional or Mass Media Niche Media Non-Conventional Media
Media Goals • Inform the public • Monitor what’s happening around us
Media Outlets • Press • Radio • Television • Internet • Posters • Mobiles
Press These are still traditionally categorized, from the media buyer's viewpoint, on the basis of class. Few types of press medias are: National newspapers Regional newspapers Magazines
Television This is normally the most expensive medium. It offers by far the widest coverage, particularly at peak hours (roughly 7.00--10.30 p.m.) and especially of family audiences. it has the greatest impact because of offering sight, sound, movement and colours.
Posters This industry is also known as Out of Home Media. However, this category is not limited to posters and billboards. It may involve the use of media space in airports, malls, convenience stores, etc.
Radio It typically generates specific audiences at different times of the day; for example, adults at breakfast, housewives thereafter, and motorists during rush hours. It can be a very cost-effective way of reaching these audiences although the types of message conveyed will be limited by the lack of any visual elements.
Mobile Advertising Although the personal mobile phone is becoming very attractive as an important advertising media to the network operators, it is relatively unproven and therefore still remains in the media buyers' sidelines.
Cinema Although the numbers in the national audience are now small, this may be the most effective medium for extending coverage to the younger age groups, since the core audience is aged 15-24.
Internet/Web Advertising This is a rapidly growing force in marketing. It is very varied in form, but much of it still follows the example of press advertising, but the most effective usage .
Working with the Media • Each medium has specific • expectations: • Television - access to the “action visual” • Radio - immediate audio or an interview • Newspaper reporters - more detail and background information
Choosing THE right media Audience Research Audience Research Think logically Think logically
Finding out exactly the audience for a magazine or newspaper, or who watches at a given time on television, is a specialized form of market research, which is often conducted on behalf of the media owners. Once you have done some initial research, all you have to do is think logically about the four main points: 1. How much money do I have to spend? 2. Which media will reach my target audience ? 3. What is the main focus and objective of this campaign ? 4. What kind of message do I want to give out ?
MARKET ANALYSIS Developing THE media plan ESTABLISHING MEDIA OBJECTIVES DEVELOPING AND IMPLEMENTING MEDIA STRATEGIES EVALUATIO N AND FOLLOW -UP
CONCLUSIONS Media works as platform for making information reach to the masses and in developing a direct and emotional bond between the service provider and the user .It helps in making people as consumers informative and knowledgeable about the diversity in product availability or in making them the right choosers. But what is important is to regulate and to have proper checks on the right usage of media in promoting the filtered and the authentic information so as the right purpose of media in making people aware and judicious can be achieved.