MODULE I

1. AN OVERVIEW OF MEDIA PLANNING:

Media planning: is an important component of the promotional strategy formulation.
Selection of appropriate media is important not only to reach the desired target audience but
also to ensure best utilization of promotional expenditure.

The Media Plan—the goal of the media plan is to find a combination of media that will
enable the marketer to communicate the message in the most effective manner possible at
minimum cost

Media planning entails finding the most appropriate media platform to advertise the company
or client’s brand/product. Media planners determine when, where and how often a message
should be placed. Their goal is to reach the right audience at the right time with the right
message to generate the desired response and then stay within the designated budget. .

Definition one: the process of deciding how to most effectively get your marketing
communications seen by your target audience.

Definition Two:
A process for determining the most cost-effective mix of media for achieving a set of media
objectives.
•Goal: maximize impact while minimizing cost
•Media is often the largest MC budget item

Definition: Three:
The design of a strategy that shows how investments in advertising time and space will
contribute to achievement of marketing objectives.

Definition four:
Media planning is about determining the best Media Mix (i.e., the best combination of one-
way and two-way media) to reach a particular target for a particular brand situation.

Media Planner- The person at the advertising agency who develops and executes your media
plan.
 2. Basic Terms and Concepts: Given at the end of
the notes

3. Various functions of Media Planning in

Advertising?
1. Proper media planning enables the selection of the right media: selection of the right
media is crucial in the entire planning process. How best can I reach my target
audience? Is the question kept in mind?

2. It helps to allocate the advertising funds to the right products in the right media:
for example, ads for chocolates will be placed in a slot where there is maximum
children viewer ship. And channels like Nickelodeon, Cartoon Network or between 5-
7 pm when most children watch cartoons.

3. It indicates the period or the season in which the advertiser need to concentrate
advertising efforts: for example all the paint advertisements concentrate on the festive
seasons. A few months before the festival like Diwali the ads are released.

4. It helps achieve the advertising objectives.

5. It minimizes wastages of advertising funds: when money is used in the right direction
there are minimum wastages. A media plan helps the ad agency to obtain approval
form the client. Proper media planning will help the advertiser to reach the right target
audience. It helps to finalize the frequency of advertisements: how many repetitions
of the advertisement should be done and are required also specified in a media plan.

Media Buyer responsibilities:

Media Buyer is responsible for purchasing media space or time, as well as developing the
campaign and researching how it will be most effective for the client. Their mission is to find
a combination of media that will enable the marketer to communicate the message in the
most effective manner possible at the minimum cost.

1. Providing inside info

Media buyers are important information sources for media planners. Close enough to day-to-
day changes in media popularity and pricing to be a constant source of inside information

2. Selecting Media Vehicles

Choose the best vehicles that fit the target audience’s aperture. The media planner lays out
the direction; the buyer is responsible for choosing specific vehicles

3. Negotiation
Media buyers pursue special advantages for clients. Locate the desired vehicles and negotiate
and maintain satisfactory schedule and rates

4. Preferred Positions
Locations in print media that offer readership advantages. Preferred positions often carry a
premium surcharge

5. Billing and Payment

It is the responsibility of the advertiser to make payments to various media
The agency is contractually obligated to pay the invoice on behalf of the client

6. Monitoring the Buy

The media buyer tracks the performance of the media plan as it is implemented, as well as
afterward. Poorly performing vehicles must be replaced or costs must be modified

7. Make-Goods
A policy of compensating for missed positions or errors in handling the message presentation.
Ensure that the advertiser is compensated appropriately when they occur

8. Post-campaign Evaluation
Once a campaign is completed, the planner compares the plan’s expectations and forecasts
with what actually happened. Provides guidance for future media plans
Role of Media Planner:
Media planners perform the following basic functions:
1. Conduct media research
2. Determine media objectives and strategies
3. Determine the media mix
4. Do the actual media buy
5. Media planners work within advertising agencies or media planning and buying
agencies. They enable their clients to maximise the impact of their advertising
budgets through the use of a range of media.
6. Media planners combine creative thinking with factual analysis to develop appropriate
strategies to ensure that campaigns reach their target audiences as effectively as
possible.
7. They apply knowledge of media and communication platforms to identify the most
appropriate medium for building awareness of a clients brand. Some agencies may
combine the role of planner with the role of media buyer. Media planners usually
work on several projects at the same time, often for a number of different clients.
8. Working with the client and the account team to understand the clients business
objectives and advertising strategy. Liaising with the creative agency team, clients
and consumers to develop media strategies and campaigns. Making decisions on the
best form of media for specific clients and campaigns. Undertaking research and
analyzing data. Identifying target audiences and analysing their characteristics,
behaviour and media habits.
9. Presenting proposals, including cost schedules to clients.
10. Recommending the most appropriate types of media to use, as well as the most
effective time spans and locations.
11. Working with colleagues, other departments and media buyers either in-house or in a
specialist agency.
12. Making and maintaining good contacts with media owners, such as newspapers,
magazines and websites.
13. Managing client relationships to build respect and trust in your judgment.
14. Proofreading advertisement content before release.
15. Maintaining detailed records and evaluating the effectiveness of campaigns in order
to inform future campaigns.
Challenges in Media Planning:
1. The media landscape continues to evolve at breakneck speed. This is hardly headline
news; agencies are all too aware of the huge impact that digital technologies and
shifting consumer behaviours have had on their marketing campaigns over the last ten
to 15 years.
2. For decades, TV reigned supreme in the advertising world. Media agencies' main
tasks were isolated to planning or buying campaigns across a narrow selection of
channels. Only ten years ago, the first smartphone was yet to be released, Facebook
was unavailable to public users and Twitter was three months away from launching.
Now we have Apple Pay, wearables and a range of other technologies disrupting the
status quo, with consumers now more likely to see ads on a vertical screen than a
horizontal one.
3. Clearly, media agencies must adapt quickly if they want to stay relevant in such a
rapidly changing environment. Organisations not only need people with a wider set of
skills than ever before but also innovative tools that empower employees to perform
an increasingly challenging job.
4. In a world of big data, marketing automation and programmatic advertising, agencies
need people who possess talents across much wider areas. Strategists, data analysts,
content producers, developers, econometricians and search technicians are just some
of the varied skill sets on show at high-performing agencies.
5. However, finding the right talent is just part of the process and no one is strong in all
these specialisations. Media agencies must therefore take a more strategic approach
across the entire organisation - a task that is often easier said than done.
6. Unfortunately, the media strategy decision has not become a standardized task. A
number of problems contribute to the difficulty of establishing the plan and reduce its
effectiveness.
7. These problems include insufficient information, inconsistent terminologies, time
pressures, and difficulty measuring effectiveness.
8. Insufficient Information: While a great deal of information about markets and the
media exist, media planners often require more than is available. Some data are just
not measured, either because they cannot be or because measuring them would be too
expensive. For example, continuous measures of radio listenership exist, but only
periodic listenership studies are reported due to sample size and cost constraints.
There are problems with some measures of audience size in TV and print.
9. The timing of measurements is also a problem; some audience measures are taken
only at specific times of the year. This information is then generalized to succeeding
months, so future planning decisions must be made on past data that may not reflect
current behaviors. There are no data on the audiences of new shows, and audience
information taken on existing programs during the summer may not indicate how
these programs will do in the winter because summer viewership is generally much
lower. While the advertisers can review these programs before they air, they do not
have actual audience figures.
10. The lack of information is even more of a problem for small advertisers, who may
not be able to afford to purchase the information they require. As a result, their
decisions are based on limited or out-of-date data that were provided by the media
themselves or no data at all.
11. Inconsistent Terminologies: Problems arise because the cost bases used by different
media often vary and the standards of measurement used to establish these costs are
 not always consistent. For example, print media may present cost data in terms of the
cost to reach a thousand people (cost per thousand, or CPM), broadcast media use the
cost per ratings point (CPRP), and outdoor media use the number of showings.
Audience information that is used as a basis for these costs has also been collected by
different methods. Finally, terms that actually mean something different (such as
reach and coverage) may be used synonymously, adding to the confusion.
12. Time Pressures: It seems that advertisers are always in a hurry—sometimes because
they need to be; other times because they think they need to be. Actions by a
competitor—for example, the cutting of airfares by one carrier—require immediate
response. But sometimes a false sense of urgency dictates time pressures. In either
situation, media selection decisions may be made without proper planning and
analyses of the markets and/or media.

Media Brief:
The media brief is an invaluable resource that answers all of the preliminary questions that
we need in order to research, plan, and present the best possible media program to achieve
our clients’ objectives.

The media brief can be referred to as a checklist for the media planners to help them prepare
a media plan for a client organization.

A good media brief should ideally include the following.

1. Marketing information checklist: This should reflect the marketing objectives and
proposed strategies, product characteristics, distribution channels, brand category,
expenditure level and ad expenditure of close competitors, ad expenditure on the brand
for the current, previous years and proposed appropriation.
2. The objectives: The media brief must indicate the objective or objectives the
proposed advertising is trying to accomplish. This must clearly indicate whether the
objective is to introduce a new product, increase awareness about the existing brand,
reinforce the current position, reposition the current brand, relaunch a declining
brand, elicit direct response, improve or enhance the companies reputation or change
the peoples attitudes towards the company, brand or product category. It would also
indicate the source of business i.e. the target audience profile of the current users,
proposed users etc.
3. Product category information: It is pertinent for the media planner to have thorough
knowledge of the product category and the positioning of the brand being handled.
This helps in assessing the strengths and weaknesses of the brand and also helps in
setting achievable targets. The information deals with the following broad areas—
category definition, competitive brands, market share of various brands, sales
volumes of each brand etc—to determine the scheduling pattern.
4. Geography/Location: The media brief helps the planner in knowing his media
markets. In other words; if the product is available in only the metros, then the
planner will restrict his media options to those vehicles which reach the target
audience in the metros. In case, however, the product is being launched on an all
 country basis, the media planner although keeping in view the holistic approach will
also keep in mind the consumption pattern in various geographical locations for
giving relative weightage to work areas, where the product usage is more. Besides this
he will also keep in view the brand development index, sales volume and local market
problems and opportunities.
5. Seasonality/Timing: Information regarding seasonality of the product is an important
consideration for the media planner. In the Indian context where there are extreme
climates in different parts of the country at the same time, some products are season
specific. The sale of woolen products is always there in the hilly regions especially,
Himachal Pradesh and higher reaches of Utter Pradesh, while in southern India,
except probably in some parts of Karnataka, woolen products are generally not
available. The North experiences severe cold for some months, hence one sees a spurt
in advertising Besides, the planner should keep track of the sales patterns, influence
factors such as festivals, holidays and the weather, spending considerations, specific
sales promotions drive and cl0.ient mandated spending constraint, etc.
6. Target Audience: A profile of those who buy the existing product category as also
those who buy competitive brands is a very important consideration for the media
planner. Buying habits must also include information about buying cycles, purchase
points, frequency of purchase, etc. this helps the planner to know the consumer
characteristics by category, brand and competitor; demographics—age, income,
education, occupation and motivation; special market segmentations like doctors,
architects, children, etc. As also media usage data for heavy users, light users of
various media vehicles.

Media Brief:
The media brief is an invaluable resource that answers all of the preliminary questions that
we need in order to research, plan, and present the best possible media program to achieve
our clients’ objectives.

The media brief can be referred to as a checklist for the media planners to help them prepare
a media plan for a client organization.

A good media brief should ideally include the following.

7. Marketing information checklist: This should reflect the marketing objectives and
proposed strategies, product characteristics, distribution channels, brand category,
expenditure level and ad expenditure of close competitors, ad expenditure on the brand
for the current, previous years and proposed appropriation.
8. The objectives: The media brief must indicate the objective or objectives the
proposed advertising is trying to accomplish. This must clearly indicate whether the
objective is to introduce a new product, increase awareness about the existing brand,
reinforce the current position, reposition the current brand, relaunch a declining
brand, elicit direct response, improve or enhance the companies reputation or change
the peoples attitudes towards the company, brand or product category. It would also
indicate the source of business i.e. the target audience profile of the current users,
proposed users etc.
9. Product category information: It is pertinent for the media planner to have thorough
knowledge of the product category and the positioning of the brand being handled.
This helps in assessing the strengths and weaknesses of the brand and also helps in
setting achievable targets. The information deals with the following broad areas—
category definition, competitive brands, market share of various brands, sales
volumes of each brand etc—to determine the scheduling pattern.
10. Geography/Location: The media brief helps the planner in knowing his media
markets. In other words; if the product is available in only the metros, then the
planner will restrict his media options to those vehicles which reach the target
audience in the metros. In case, however, the product is being launched on an all
country basis, the media planner although keeping in view the holistic approach will
also keep in mind the consumption pattern in various geographical locations for
giving relative weightage to work areas, where the product usage is more. Besides this
he will also keep in view the brand development index, sales volume and local market
problems and opportunities.
11. Seasonality/Timing: Information regarding seasonality of the product is an important
consideration for the media planner. In the Indian context where there are extreme
climates in different parts of the country at the same time, some products are season
specific. The sale of woolen products is always there in the hilly regions especially,
Himachal Pradesh and higher reaches of Utter Pradesh, while in southern India,
except probably in some parts of Karnataka, woolen products are generally not
available. The North experiences severe cold for some months, hence one sees a spurt
in advertising Besides, the planner should keep track of the sales patterns, influence
factors such as festivals, holidays and the weather, spending considerations, specific
sales promotions drive and cl0.ient mandated spending constraint, etc.
12. Target Audience: A profile of those who buy the existing product category as also
those who buy competitive brands is a very important consideration for the media
planner. Buying habits must also include information about buying cycles, purchase
points, frequency of purchase, etc. this helps the planner to know the consumer
characteristics by category, brand and competitor; demographics—age, income,
education, occupation and motivation; special market segmentations like doctors,
architects, children, etc. As also media usage data for heavy users, light users of
various media vehicles.
Media Audit
Media auditing is the practice of checking that the media that a client has bought is in the
right places, at competitive prices. Being in the ‘right places’ is critical here: firstly, the audit
has to establish that the media was transmitted, and if that is so, then that its placements are
appropriate for the target audiences, environments and tasks that the advertising client needed
for his brands. To take an extreme example, there is little point in advertising denture fixative
in a kids’ TV programme, however cheaply the airtime in that programme has been bought.
 
Why media audit?
Media is typically the single largest line-item in the marketing budget (the making of the ad
itself is typically about a sixth of the size of the media spend). For some organizations, media
space or time (ie airtime on the TV or radio) is actually the single biggest purchase they make
– ahead of any single raw materials cost. Because the sums involved are large, and because
they can be cost-controlled via a media audit, it is simply good business practice.
 
Who uses media auditing?
In some markets, it is easier to answer who doesn’t! Most major advertisers use media
auditors in markets where developed solutions are possible. Most of the Ad-Age Global 

At the basic level, media audits help marketers to check media rates they’re paying vis a vis
the competition. At a tactical level, media audits can report on the efficacy of media plans for
a given time period. This includes suggesting alternate media options available to replace /
supplement the existing mix.

And finally at a process level, media audits can track processes deployed at the marketer’s
end and map them vis a vis “best practices” in the industry, minimizing.
Thus, a media audit can be seen as a periodic review of the constantly evolving media scene
from the advertiser's viewpoint.

Scope of Media Audit

An independent media audit team acts as independent consultant to brand marketers.
To assess whether the marketer’s media agency & their offering are aligned to the business
needs of the client. In order to that a media audit team provides the following services:
· Process Audit
· Planning Audit with New Media Options
· Buying Audit
Thus Media Audit scrutinizes processes of media buying, scheduling, planning, rates across
media and compares it with a benchmark. Media Audit essentially examines whether client
got what it ordered, and if you they are paying for what they intended.

There is various aspect of Media audit.

a. Financial Audit: This audit essentially examines whether client got what it ordered, and if
they are paying for what was intended.

Another aspect of financial audit is the payment. Client pays Media Buying Agency (MBA),
who in turn pays the media supplier. Did client money reach them, and did it reach on the due
date? That involves reconciliation between what client paid for and where it went. Apart from
this, there is also a need to check if the authority is being exercised correctly.

b. 'Return of rebates and discounts': The second type of audit is what is called 'return of
rebates and discounts', which some media owners give the MBA directly for space or airtime
bookings in excess of a certain volume.

So MBAs push advertisers to spend on a given medium or channel to gain volumes, and thus
rebates. It is called agency volume discount. Advertisers would want that discount passed
back to them, in proportion to their spends.

c. critique: The third aspect media audit is a critique on the way media planning has been
done by the agency.

Media audit examine if where client advertised was correctly optimized, both in terms of
cost and in terms of thinking. A critique can, therefore, go into the kind of media chosen and
then make qualitative assessments and comments. The media auditor audits the media plan to
examine if the plan was fair and optimum.
NCCS Grid

New Consumer Classification System (NCCS) is the new tool for classifying consumers in
India. The methodology is used by the Broadcast Audience Research Council in TV audience
measurement system. 
It was almost three decades ago that socio-economic classification (SEC) was introduced in
the country to classify consumers into different groups. Over time, flaws were noticed in the
system. That's when the industry decided to revise the consumer classification system and
introduce the New Consumer Classification System (NCCS), which, in many ways, is better
than the SEC.

What is NCCS? NCCS is used to classify households in India. It was co-developed by

Market Research Society of India (MRSI) and Media Research Users Council (MRUC) and
classifies households on two variables:
i. education of the chief wage earner and
ii. The 11 consumer durables owned by the household from a predefined list.

What are the 11 consumer durables listed in NCCS? Why only these 11?
The 11 durables (as on date) are Electricity Connection, Ceiling Fan, Gas Stove, Refrigerator,
Two Wheeler, Washing Machine, Colour TV, Computer, Four-wheeler, Air Conditioner and
Agricultural land (in rural areas). Research showed that it is an adequate classification. This
list will be relooked after a certain period of time.

The 11 shortlisted durables were identified as the best discriminators of the ‘purchasing
power’ of a household after evaluating the series of variables,
MODULE II

Sources of Media Research

1. Neilson Clear decision (NCD for Print): NCD enables advertising agencies, media
companies and marketers to quickly and easily access data to pinpoint markets,
channels and target groups. Clear Decisions goal is to help clients more accurately
identify and profile key audiences in order to make better media decisions and
generate better return-on-investment results. Clear Decisions offers a simple, flexible
interface design that provides the quickest path to the most frequently used analyses,
requiring far fewer steps to extract insights.  Clear Decisions also provides flexible
report formats, custom templates, and hundreds of presentation ready charts. Along
with the data analysis tool used by advertising agencies, publishers, broadcasters,
marketers, and other media companies.
2. Broadcast Audience Research Council (BARC): BARC (Broadcast Audience
Research Council) India is an industry body, to design, commission, supervise and
own an accurate, reliable and timely television audience measurement system for
India. Guided by the recommendations of the TRAI (Telecom Regulatory Authority
of India) and MIB (Ministry of Information and Broadcasting) notifications of
January 2014, BARC India brings together the three key stakeholders in television
audience measurement - broadcasters, advertisers, and advertising and media
agencies, via their apex bodies. BARC India seeks to establish a robust, transparent
and accountable governance framework for providing the data points required to plan
media spends more effectively.
BARC measures viewership habits of India’s 153.5 million TV households. Of these,
77.5 mn are in urban India, and 76 mn are in rural India.Currently, 22,000 homes are
seeded with BAR-O-Meters. BARC reports viewership of 658 million individuals as
compared to TAM’s 277 million individuals.
BARC India’s system reports the following also:
a. Time shifted viewing: Metrics of programs that are recorded and viewed later.
It observe VOSDAL+7, i.e. Viewed on Same Day as Live + 7 days after.
b. Simulcast viewing: Details of programs broadcast simultaneously on more
than one channels – viewership of every individual channel can be reliably
tracked.
c. Viewing as per the New SEC (NCCS): Details as per the new classification
based on the education of Chief Wage Earner of the family and the number of
durables owned by the home from a predefined list of 11 durables.
BAR-O-meters: The BAR-O-meters BARC place in their metered homes are
compact and use the latest technology. They have a 3rd-generation OLED display
(being more easily visible, this facilitates interaction between the viewer and the bar-
o-meter) and an embedded SIM to automatically upload viewing data (tie-ups with
leading GSM operators ensure wide coverage). As they are indigenously
manufactured, they cost almost one-sixth the price of imported meters, which lets us
deploy a lot more of them to measure viewership.

3. Audit Bureau of Circulations (ABC): Dictionary of Marketing Terms for: Audit

Bureau of Circulations (ABC), independent nonprofit auditing organization formed in
 1914 whose membership is composed of advertisers, advertising agencies, and
publishers of newspapers, magazines, and web sites that sell advertising space. Its
purpose is to audit and validate print media circulation claims and Internet traffic
figures for the benefit of its members. Relied upon as a principal information source
by media planners, the bureau publishes annual Audit Reports that detail the findings
of its auditors as well as semiannual Publisher’s Statements.
The Bureau issues ABC certificates every six months to those publisher members
whose circulation figures confirm to the rules and regulations as set out by it.
Circulation figures that are checked and certified by an independent body are an
important tool and critical to the advertising business community.

4. Research and analysis of Media (RAM): RAM is an international media research

company working with online surveys and analysis of advertising and editorial
content for media companies, media consultants and advertisers worldwide. With
hundreds of media clients and about 1000 publications in 18 countries, RAM provides
the industry with cutting edge metrics of how ads, articles and other media
communication are consumed and understood – and what kind of impact it has.
RAM’s vision is to provide easy to use advanced IT solutions and be the world’s
leading supplier of knowledge-based and cost efficient analysis services for media
companies. With probably the largest reference database in the world for media, RAM
compare measured results against standard values in order to evaluate the results
achieved. In a period of over 10 years, RAM has carried out over 50 million
interviews of ads and editorial content in order to measure the effectiveness of the
communication and the database is continuously growing. RAM was founded in 2001
with its headquarters in Stockholm, Sweden. In 2007, RAM started a subsidiary
company in the United States, Research and Analysis of Media of Americas Inc. and
subsidiaries also in Norway and Finland in 2008. RAM opened 2008 an office in
London for the UK & Ireland and most recently in Germany in 2012.
5. ComScore Digital: ComScore is a global media measurement
and analytics company providing marketing data and analytics to many of the world's
largest enterprises, media and advertising agencies, and publishers. With the
introduction of Unified Digital Measurement (UDM) in May 2009, comScore
implemented a solution to digital audience measurement that organically blended both
panel and census-based measurement approaches into a single unified methodology.
comScore has developed this proprietary methodology to calculate audience reach in
a manner not affected by variables such as cookie deletion and cookie
blocking/rejection to help reconcile longstanding differences between the two
measurement approaches.
ComScore Digital is a competitive intelligence tool that allows agencies, advertisers
& publishers to quantify and evaluate the overall display advertising landscape.

What advertising insights does Ad Metrix offer?

 Sophisticated advertising metrics for over 10,000 sites and 60,000
advertisers/products
 2 years of advertising data in monthly, quarterly, annual or custom time ranges
 Millions of advertising creative with advanced analysis and downloading capabilities
How does Ad Metrix present its advertising insights?
 11 Quick Reports, including sales prospects, new advertisers, ad clutter, etc.
 Advanced reports, such as advertising by ad type/format, publisher
demographics, etc.
  Comprehensive advertiser/product dictionary and comScore Media Metrix
integration

MODULE III

Media planning process:

These steps are essentially the same as those presented in the decision sequence model
presented in Chapter 1, except now they are involved directly with media decisions. These
steps include: market analysis, establishment of media objectives, media strategy
development and implementation, and evaluation and follow-up.

Media planning is the process of designing a course of action that shows how advertising
space and time will be used to contribute to the achievement of the marketing and advertising
objectives.

The media plan is created by the media planner from information about the market and
prospective customers. Media decisions are primarily based on the creative strategy
established for the campaign and the characteristics of the target market. Through market
research, facts about the target market are accumulated and generalized into a consumer
profile. This along with the basic copy strategy and copy requirements is analysed by the
media planner, taking into account the size of the advertising budget.

This analysis is followed by matching the audience characteristics of various media with the
consumer profile and by evaluating the adaptability of the physical format of the media to
copy requirements. Finally, through the exercise of judgment concerning dimensions of
coverage, reach, frequency, continuity, ad size... the media plan emerges.
With all the advertising decision making the ultimate responsibility for choosing media rests
with the advertising/ brand manager.

The Media Planning Steps:

The process of developing the media plan involves a series of steps. These steps includes five
steps as under:

There are 5 steps in the Media planning process:

1. Situation analysis Market strategy Plan
2. Media objectives
3. Media strategies
4. Selecting Broad Media Classes
5. Selecting Media Within Class
6. Budget, Media Buying and Media Vehicle selection
7. Evaluation
Step one: Market analysis and Target market analysis:

The goal of a market analysis is to determine the attractiveness of a market and to understand
its evolving opportunities and threats as they relate to the strengths and weaknesses of the
firm. Detailed situation analysis is done find out the following information:

David A. Aaker outlined the following dimensions of a market analysis:

• 1. Market size (current and future)
2. Market growth rate
3. Market profitability
4. Industry cost structure
5. Distribution channels
6. Market trends
7. Key success factors
8. Market Size

Step 2: Setting media objectives:

Media Objective:
Media objective Outline what the media plan is expected to accomplish. Because the media objectives
tell what is to be accomplished, they do not mention specific media selection yet. Media selection is at
the strategy level; objectives deal only with what is to be done. E.g. Use media that will provide broad
national coverage to support national sales and distribution.

Basic Goals for Media Objectives

1. Connection: the right media with the intended target audience (challenge is there is a
lack of reliable research on the new media and sometimes there isn’t a perfect vehicle
to reach the target audience).
2. Reach and Geography: which areas do you want to cover, national, regional, local
or a combination?
3. Timing: tries to answer the question, “When is the best time to place a message
before the target audience?” Timing decisions relate to factors such as seasonality,
holidays, days of the week, and time of day.
4. Frequency and Duration: How long to advertise? The length depends on a number
of factors: the advertising budget; target audience use cycles (the time between
purchase and repurchase); and competitors advertising campaigns. The object is to
find media where the advertiser’s voice is not drowned out by competitor’s voices -
share of voice.
5. Size, length or position of ad: what has greater stopping power gets the message
across the best and is affordable for the duration we need?

There are broadly five elements in media objective statements:

a. Target Audience
 b. Reach
c. Frequency
d. Message Weight
e. Message Distribution

a. Target Audience: who to reach

Which is the audience for our product? This happens to be the most important consideration
in the media decisions. The media planner first examines their market plans and advertising
plans. These provide them details about the audience in terms of age, religion, sex, education
– these are demographic characteristics.

It can be describe in terms of their income and occupation. Audience can also be described in
psychographics terms – activities, interest, and opinions forming a life style, personality
traits, and brand preferences. After having a complete picture of our target audience, media
planner undertakes the study of the media’s readership in terms of demographic, economic
and psychographics terms.

Agencies conduct their own media research. Even media itself provides a demographic
profile of their readers. There are readership surveys to guide us. Media Planner has to select
those media vehicles whose demographic profile matches the target audience of product. First
they target product to a segment of the market. Then they have to select that media vehicle
which reaches this segment.

b. Reach
Reach indicates a percentage of target audience who is exposed at least once in a given period
to a particular media vehicle. It does not matter how many times they actually see or hear the
ad message.
Thus Reach is the percentage of an audience that has had the opportunity to be exposed to a
media vehicle within a specified period.

Def: The net unduplicated number of people that the plan covers at least once in the defined
period

Thus Reach can be defined as the total number of different people (or households) exposed to
the advertising schedule during a specified time
Reach can be expressed as either a percentage or as a raw number.

e.g. reach at least 70% of target audiences during time that computer buying is at its highest.

Effective reach is an extension of target marketing and is defined as the percentage of an audience
that is exposed to a certain number of messages or has achieved a specific level of awareness. The
Effective reach describes the quality of the exposure, measuring the number or percent-age of
the audience who receive enough exposures to truly receive the message. Some researchers
maintain three OTSs over a four-week period.

Determinants of Effective Reach

1. More prospective customers are reached by a media schedule using multiple media rather
than a single medium.
a. To determine effective reach, the media planner must think about the
core audience, second tier prospects, third tier prospects, etc.
b. Another influencing factor is the number and diversity of
media vehicles used
c. Reach can be increased by diversifying the day parts used to
advertise.

c. Frequency
Frequency refers to the number of times the receiver is exposed to the media vehicle. Also
Frequency refers to the number of exposures to the same message that each household
supposedly receives. Frequency is important because repetition is the key to memory.

Average frequency: gives the average number of times people or households in our target
audience are exposed to a media vehicle.
Average frequency means that the average household is exposed to the message (x.) times.
Since frequency may differ for different set of households the average frequency is

Average frequency = total exposure for all households

Reach
EFFECTIVE FREQUENCY: Is defined as the minimum number of times a communication
must be exposed to a viewer/potential consumer to positively impact on that consumer’s
buyer / purchasing behaviour. Thus Effective Frequency is the average number of times a
person must see or hear a message before it becomes effective (between a minimum level that
achieves awareness and a maximum level that becomes overexposure that leads to “wear out”
and irritates customers).

When the concept was developed by Michael Naples of Lever, it was interpreted as meaning
that the effective frequency for any product communication was 3 times.

i. 1st time: Startle or provide the message that this communication has something to say
ii. 2nd time: Recognise communication
iii. 3rd time: Comfort, familiarity & acceptance

Average Frequency = Total Number of Exposures

Total Audience Reach

If 1500 people in the target audience tune in an FM radio programme 3 times during a four
week period, and 1500 people tune in 6 times, the calculation would be Total Number of
exposures = (1500 x 3) + (1500 x 6)
= 13,500
Total audience reach = 1500 + 1500
= 3000
Average frequency = 13500 = 4.5
3000

In our example, we reach 3000 people 4 ½ times on an average. It does not necessarily mean
that everyone has 4.5 exposures. It is just an average. Generally, a single exposure may not
work either in creating an awareness or provoking someone to buy.

Continuity: refers to the duration of an advertising message or campaign over a given period
of time. While frequency is important to “create” memory, continuity is important to
“sustain” it.

High frequency is required:

1. When the message is not easy to remember
2. When the direct order from people is desired as a result of a given advertisement
3. When competitor is using higher frequency to reach the same segment of the market .
4. When product or brand differentiation is low from that of competitor
5. When a reaction is desired within a limited time period

Conventional wisdom considers effective frequency to be three or more opportunities-to-see

(OTS) over a four-week period, but no magic number works for every commercial and every
product. The concepts of effective reach and frequency are controversial, but virtually all
agencies use them. Most studies of the advertising response curve indicate that incremental
response to advertising actually diminishes — rather than builds — with repeated exposures.
The optimal frequency concept moves the focus of media planning from exposure
effectiveness to effective exposures per dollar.

d. Message Weight:
Message weight: media planners often define media objective by the schedule's message
weight, the total size of the audience for a set of ads or an entire campaign. Message weight
can be expressed as:
1. Advertising impression or OTS: possible exposure of the advertising message to
one audience member, sometimes called an opportunity to see (OTS). OTS is
measuring the strength of the medium/its efficiency at reaching and conveying a
message to consumers.
The number of times a specific advertisement is delivered to a potential customer.
The term, "Opportunities to see", is used to clarify that all reported audiences are not
the same. In magazines, a reader has recognized the magazine and some editorial to
prove that they read the magazine. In local TV, viewers watched five minutes out of
the quarter-hour in which the ad ran -- these are not necessarily comparable measures
of audience. Media planners/analysts will often then adjust the OTC by some noticing
adjustment: what percentage of each vehicle is actually likely to notice the ad. OTS
clarifies that no further adjustment has been made to the gross audience estimates, that
it is the number of people who have read the magazine not the number who read a
particular ad.

An OTC is generated every time someone picks up a copy, and that can be more than
10 times the circulation.
2. Gross Impressions: the total number of potential exposures (audience size by the
number of times the ad message is used during a period). As gross impressions are
often expressed in millions and are awkward to handle, media planners prefer to use
percentages — or a rating, for example, a rating of TV households is the percentage
of homes exposed to an ad medium. A rating of 20=20% of the households with TV
sets; television households, or (TVHH).
Each exposure is counted as one impression.
E.g. suppose an advertiser puts advertisements on a programme of a TV channel
viewed five times by 6000 people in the target audience and seven times by 6000
people in a four week period. Also suppose during the same four week period, the ad
is put another programme of a second TV channel viewed 3 times by 3000 people in
the target audience, the gross impressions would be:
Gross impression = (6000 x 5) + (6000 x 7) + (3000 x 3) = 81000

3. Gross Rating Points (GRPs) and Gross Viewership per thousand (GVT):
 In advertising, a gross rating point (GRP) or Gross Viewership in thousand (GVT)
is a measure of the size of an advertising campaign by a specific medium or schedule.
It does not measure the size of the audience reached.
The total weight of a specific media schedule, computed by multiplying the reach,
expressed as a percentage of the population, by the average frequency. GRP or GVT
if the sum of all rating points delivered by the media vehicles carrying an
advertisement or campaign.

Thus Gross Rating Points (GRPs) equal Reach times Frequency, expressed as a
percentage.
Whereas Gross Viewership in thousand (GVT) equal Reach times Frequency,
expressed as per thousand.

GRPs or GVTs measure the total of all Rating Points during an advertising campaign.
A Rating Point is one percent of the potential audience. For example, if 25 percent of
all targeted televisions are tuned to a show that contains your commercial, you have
25 Rating Points. Media planners calculate total Reach, average Frequency, and GRPs
as part of the planning of a campaign. The goal is to obtain the highest possible GRPs
at the lowest possible cost, while remaining focused on the target market. After the
campaign, you can calculate actual Reach x Frequency = GRPs to produce a
permanent record.

The Simple Formula to Calculate GRPs

Gross Rating Points (GRPs) = Reach % x Frequency

Print example
50 reach X 5 insertions = 250 GRPs

Broadcast example
6 (rating) X 5 (frequency) = 30 GRPs

The Simple Formula to Calculate GVT

GVT = Reach (000s) x Frequency

5. Message Distribution:
Message-distribution objectives define where, when, and how often advertising should
appear. To answer these questions, a media planner must understand the following:
i. Audience size – simply the number of people in the medium's audience. In print
media, for example, Audit Bureau of Circulation actually counts and verifies the
number of subscribers (circulation) and multiplies by the number of readers per copy
(RPC) to determine total audience.
ii. Recency planning is based on the belief that most advertising works by influencing
the brand choice of consumers who are actually ready to buy. This would suggest that
continuity is the most important objective.
 Recency theory refers to the belief that advertisements and promotions are most
effective when they air immediately prior to the time of decision, and that the
influence of ad exposure diminishes with time. Exposure to fast food ads, for
example, is optimal when it occurs just before dinnertime, and exposure to movie ads
is best just prior to the movie release.

Step 3: Media Strategy

The media strategy describes how the advertiser will achieve the stated media objectives:
which media will be used, where, how often, and when. Advertisers develop media strategies
by blending the elements of the media mix. When formulated correctly, it enables an
advertiser to rise above the clutter of ads, and stand out in the competition.

Media strategy expects media planners to be creative in using the media. The use of the
media should complement and supplement each other. The ad should be consistent with the
editorial environment of the media. The placement should be strategic. The media’s creative
potential is fully used.

The ad should provoke readers to look at it more than once. It should be engaging enough,
say incorporation of a crossword puzzle in the copy of the ad. We can use non-traditional
media like a Tamasha show or a magic-show. Media can be used to build credibility.

Factors Influencing Media Strategy

a) Target Market Profile
b) Nature of the Message
c) Geographic Market Priorities
d) Timing of Advertising
e) Reach/Frequency/Continuity

Media strategy has to cover decisions taken in the areas of:

a. Geographic selectivity
b. Cost efficiency of the selected media.
c. Media selection
d. Scheduling of the ads

a. Geographic Selectivity:
Media strategy is based upon market coverage. If the product is marketed nationally, then
media planner will select all-India newspapers and magazines.
However, if the market is limited to a particular region, then media planner selects vernacular
media popular in that region. In this way, we do not waste our resources by advertising our
product in the regions in which it is not available.
Media planners have to ensure how strong a product is in a particular geographical region and
advertise more in high potential areas.
Marketers may measure the sales strength in particular market by making use of two ratios –
the brand development index and the category development index.

Brand Development Index: indicates the sales potential of a particular brand in a specific
market area. Its A numerical indicator of a particular brand's sales within a market relative to
all other markets in which the brand is sold.
To determine BDI, a market’s brand sales percentage is divided by the total population
percentage of that market multiplied by 100.

The brand development index (BDI) measures the sales strength of a brand in a particular
area.

BDI = Percentage of brand’s total all – India sales in the market x 100
Percentage of total Indian population in the market

This index enables a media planner to allocate the media budget by setting his priorities.

Category Development Index: indicates the sales potential of an entire product category.
It’s a numerical indicator of the relative consumption rate in a particular market for a
particular product category.
To determine CDI, a market’s category sales percentage is divided by the total population
percentage of that market and multiplied by 100.

It measures the sales potential of product category. Thus it takes into account the potential of
all competitors selling the same category.

CDI = Percentage of product category’s total all India sales x 100

Percentage of total Indian Population in the market

These numbers over 100 are considered good but comparing the BDI to the CDI provides the
most insight.

Brand and Category Analysis

b. Cost Efficiency of Media Vehicles:
Finally, media planners analyze the cost efficiency of each medium. A common term used
in media planning and buying is:
i. Cost per thousand (CPM), which is based on the medium's total audience (ad cost
divided by the number of thousands of people in the audience). However, media
planners are more interested in cost efficiency, which relates to the cost of exposing
the message to the target audience rather than to the total circulation (percentage of
total audience held by the target market times the subscriber base = the cost per
thousand to reach the targeted market). The media planner must evaluate each
medium’s advantages and disadvantages, using all the criteria to determine:
 How much of each medium’s audience matches the target audience.
 How each medium satisfies the campaign’s objectives and strategy.
 How well each medium offers attention, exposure, and motivation.
d. The media planner may want to calculate the cost per rating point (CPRP) or cost per
point (CCP) of different broadcast programs. This is done the same way as cost per
thousand, except you divide the cost by the rating points instead of the gross impressions.

Media Scheduling

Media scheduling decisions are the decisions about the timing, continuity and size of the ads.
We have to see when to advertise, for how long, and for what time period. We have to see the
size and placement of our ad.

Timing: Advertising message can be timed in four ways depending upon our objectives
I. To time the message in such a way that the customers are most interested in buying
that type of a product, e.g., fridges in summer, soft drinks in summer, woolens in
winter, gift items during Deepavali.
 II. To time the message in such a way that it stimulates demand in the lean period, e.g.,
ice creams in winter, holiday resorts in monsoons.
III. To time in such a way that it by-pass competitive campaigns, e.g., Pepsi commercials
are to be aired when there are no Coke commercials.
IV. To time in such a way that the message is carried by the media when the audience is
receptive to it, e.g., household products in the afternoon slot of TV when
housewives watch TV.

The importance of time element must be understood in the purchase behavior of the customer
by doing suitable research.
Most Organizations Use One of These Three Scheduling Strategies

Three Scheduling Methods

1. Continuity: Placing media throughout the year with equal weight in each month. When an
ad is run in the media for a long period without any gap, we are using continuity scheduling.
It is used for those products, which are in demand round the years. The ads are in the form of
reminder.

2. Alternative to continuity is fighting:

Where advertising runs for some period and then there is a gap, and again it runs for
Some period. Thus its a scheduling strategy in which planned messages run in
intermittent periods. The interval between two advertising runs comes after a flight.
The message can be schedule to correspond to peak purchasing periods or at a time
When the audience is most receptive. When we have a media mix alternative flights
are adjusted in such a way in different media that overall continuity is achieved.

3. Pulsing is another option.

A combination of flighting and continuous scheduling that provides a "floor" of media
support throughout the year with periodic increases. It represents a consistent low-level
advertising activity, and addition of pulse to make a high-level of advertising during certain
periods. A pulse is a period of intense advertising activity. The pulses can occur at the start
while launching a new product. There can a promotional pulse of one shot, e.g., financial
advertising of a company’s issue. Bursting is a technique for scheduling TV ads. Here the
commercial is repeated on the same channel time and again to reinforce the message for a
short period.
Write short note on timing and duration as Media strategies:

Timing and Duration as Media strategies

Timing:
• a. Steady schedule or continuous
• b. Flight
• c. Pulse

Duration:
• a. Reach
• b. Frequency
• c. GRP
• d. CPRP
• e. CPT
• f. BDI
• g. CDI

c. Selecting the Media

An advertiser can choose a single medium or a mix of media to take its message to the target
audience. Media mix – a combination of several media is used when it is not possible to reach
the target audience by one single medium adequately and with a good impact.

Marketers segment a market, and a suitable media can be chosen to match a specific segment.
Creative execution becomes varied when a media mix is used. In a media mix, one medium
can be used to promote a product and the other as reminder, thus reinforcing each other. A
combination must be synergistic, where the sum total of effects is greater than the sum of
individual medium’s effect.

Each media has a particular readership or viewer ship. We have to understand the size and the
characteristics of the readership or viewer ship.
We have to match the target audience of our product to the demographic characteristics of the
readers/viewers of the media as far as possible. Media research helps us in this matching the
product and the media.

Each medium has different alternation value. But attention given to a medium also depends
upon the message and its execution. Each medium has a motivation value whereby it
stimulates readers to respond. Each medium has its own editorial environment provided by its
contents which surround the ad

This environment should be compatible with the product and its benefits. The environment
should also be consistent with the mood of the desired audience. A commercial of an air-line
is not consistent with the news of an air-crash.
The audience mood is not conducive to the reception of the message. Several media provide
an environment of respectability. We have to consider the placement of the ad and the
editorial material and keep on changing the same if necessary.

Our competitors also via with us for the attention of the same target audience. We must
understand their media strategy, budgets and mixes. It helps us in setting our strategy
correctly. We can confront them head on. We can change the media mix. We can bypass a
media selected by them. We can change our geographic allocation.
A Share of Voice is a brand's or group of brands' advertising weight expressed as a
percentage of a defined total market or market segment in a given time period. The weight is
usually defined in terms of expenditure, ratings, pages, poster sites etc.

A competitor’s share of voice can be studied. It is given by:

Share of voice = Brand Expenditure

Product Category expenditure

We have to decide whether we can match a competitor’s share of voice or exceed it. We can
use another medium in which there is a large share of voice for us.

We should not forget that we never buy media. We only buy audiences. The client pays the
agency to buy the audience attention to his brand.

Share of Mind: degree to which a particular brand is associated with the general product
category. Often a consumer will ask for a product by the specific brand name rather than the
general name- for example, a person wanting facial tissues may ask for Kleenex. When this
happens, the consumer is making a brand association.

Size and Placement

The decisions about the size of the ad and its placement are also important in scheduling.
There are several size options in print media right from a small portion of the page to a full
page to several pages.

In electronic media, we have options to select commercials for various lengths of time, 10-
seconds, 30-seconds or 60-seconds. The size decision is based upon our objectives, the
creative execution necessary, the budget and the reach and frequency decisions.

A full-page ad does not cost twice the half-page ads. It is less than that. By sacrificing the
size of the ad, we can save costs but we miss on attention. But we can buy more ads of lesser
space if we sacrifice size, and thus a higher frequency objective may be satisfied by reducing
the size. The small ads can be made more effective by having suitable layouts and copy.

Placement of the ads in the medium also affects the impact of the ad. Covers are the preferred
medium for their impact in magazines.
The placement near important editorial matter is also preferred. Media charge slightly higher
if we specify a particular position and so we must do a proper cost-benefit analysis.

COMMUNICATION MIX

Communications Mix are the means by which firms attempt to inform, persuade, and remind
consumers, directly or indirectly, about the products and brands they sell. What is Communication
Mix: “Communication Mix” is aimed at not only creating awareness about the product/service but
also at persuading the customer to use and experience it.

Communication Mix is also called as “Promotion Mix” . The Communications Mix is the specific
mix of advertising, personal selling, sales promotion, public relations, and direct marketing a
company uses to pursue its advertising and marketing objectives. Promotion involves disseminating
information about a product, product line, brand, or company. It is one of the four key aspects of the
marketing mix.

1. Advertising: Any paid form of non-personal presentation and promotion of ideas, goods,
or services by an identified sponsor.
2. Personal selling: Personal presentation by the firm’s sales force for the purpose of making
sales and building customer relationships. Communication processes in which sales
associates help customers satisfy their needs through face-to-face exchanges of information.
3. Public relations: Building good relationships with the company’s various publics by
obtaining favorable publicity, building up a good "corporate image", and handling or heading
off unfavorable rumors, stories, and events. Public Relations (PR).
4. Direct marketing: Direct communications with carefully targeted individual consumers to
obtain an immediate response and cultivate lasting customer relationships.Direct marketing is
the use of consumer-direct channels to reach and deliver goods and services to customers
without using market middlemen.
5. Sales promotion: Short-term benefits or incentives to encourage the purchase or sale of a
product or service.
6. Events: A promotional activity such as festival, sporting event, concert or other
activity that draws the right people and gets your message across in the best way possible.
7. Sponsorship: Sponsorship is about providing money to an event, in turn the product or
company is acknowledged for doing so. Sponsorship helps the company improve its image and
public relations within the market.
8. Viral Marketing: Viral marketing occurs when consumers pass on or recommend
product/company/website to others. This could be via email, or bulletin boards or word of
mouth.
Viral marketing may take the form of video clips,
interactive Flash games, advergames, ebooks, brandable software, images, text
messages, email messages, or web pages. The most commonly utilized transmission vehicles
for viral messages include: pass-along based, incentive based, trendy based, and undercover
based. However, the creative nature of viral marketing enables an "endless amount of potential
forms and vehicles the messages can utilize for transmission", including mobile devices.
The ultimate goal of marketers interested in creating successful viral marketing programs is to
create viral messages that appeal to individuals with high social networking potential (SNP) and
that have a high probability of being presented and spread by these individuals and their
competitors in their communications with others in a short period of time.

9. Merchandising: Merchandising refers to the methods, practices and operations conducted

to promote and sustain certain categories of commercial activity. The term is understood to
have different specific meanings depending on the context.
Merchandise is sale goods at a store
.
10. Word-of-Mouth Marketing: Word of mouth, or viva voce, is the passing of information
from person to person by oral communication, which could be as simple as telling someone
the time of day. Storytelling is a common form of word-of-mouth communication where one
person tells others a story about a real event or something made up. Oral tradition is cultural
material and traditions transmitted by word of mouth through successive generations.
Storytelling and oral tradition are forms of word of mouth that play important roles in folklore
and mythology. Another example of oral communication is oral history—the recording,
preservation and interpretation of historical information, based on the personal experiences
and opinions of the speaker.
Oral history preservation is the field that deals with the care and upkeep of oral history materials
collected by word of mouth, whatever format they may be in.
In marketing, word-of-mouth communication (WOM) involves the passing of information
between a non-commercial communicator (i.e. someone who is not rewarded) and a receiver
concerning a brand, a product, or a service.

When WOM is mediated through electronic means, the resulting electronic word of mouth
(eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks,
instant messages, news feeds) about a product, service, brand, or company.

If the sender of word-of-mouth communication is rewarded than this process is referred to as

word-of-mouth marketing, which relies on the added credibility of person-to-person
communication, a personal recommendation. Using WOM as an opposing force to commercially
motivated word-of-mouth marketing has been coined Proconsumer WOM.

11. Interactive marketing: Interactive Marketing refers to the evolving trend in marketing
whereby marketing has moved from a transaction-based effort to a conversation. Interactive
marketing features the ability to address an individual and the ability to gather and remember the
response of that individual” leading to “the ability to address the individual once more in a way
that takes into account his or her unique response.

Interactive marketing is not synonymous with online marketing, although interactive marketing
processes are facilitated by internet technology. The ability to remember what the customer has
said is made easier when we can collect customer information online and we can communicate
with our customer more easily using the speed of the internet. Amazon.com is an excellent
example of the use of interactive marketing, as customers record their preferences and are shown
book selections that match not only their preferences but recent purchases.

12. Mobile Marketing: Mobile marketing is marketing through wireless handheld devices, such
as cellular telephones, and m-commerce or mobile commerce involves completing a transaction
via the cell phone.

13. Telemarketing: Telemarketing is a method of direct marketing in which a

salesperson solicits prospective customers to buy products or services, either over the
phone or through a subsequent face to face or Web conferencing appointment scheduled
during the call. Telemarketing can also include recorded sales pitches programmed to be
played over the phone via automatic dialing.

14. Brand identity: How a business wants a brand's name, communication style, logo and other
visual elements to be perceived by consumers. The components of the brand are created by the
business itself, making brand identity the way in which a business wants consumers to perceive its
brands, not necessarily how it is actually perceived. Brand identity is different than brand image,
which is what consumers actually think. It is constructed by the business itself. A negative gap
between brand identity and brand image means a company is out of touch with market sentiment,
which will make selling its products more difficult. The brand image held by consumers can reach
a point at which a business or product has to rebrand itself or risk not bringing in sales. 

15. Corporate identity: A corporate identity is the overall image of a corporation or firm
or business in the minds of diverse publics, such as customers and investors and
employees. It is a primary task of the corporate communications department to maintain
and build this identity to accord with and facilitate the attainment of business objectives.
It is usually visibly manifested by way of branding and the use of trademarks.

Corporate identity comes into being when there is a common ownership of an

organizational philosophy that is manifest in a distinct corporate culture. At its most
 profound, the public feel that they have ownership of the philosophy. Corporate
identity helps organizations to answer questions like “who are we?” and “where are we
going?” Corporate identity also allows consumers to denote their sense of belonging
with particular human aggregates or groups. In general, this amounts to a corporate
title, logo (logotype and/or logogram) and supporting devices commonly assembled
within a set of guidelines. These guidelines govern how the identity is applied and
confirm approved colour palettes, typefaces, page layouts and other such.

16. Point-of-purchase advertising: Displays, signs, structures, and devices that are
promotional, and are used to identify, advertise, or merchandise an outlet, service, or product
and serve as an aid to retail selling. The key word here is promotional. Merely stocking a shelf
with soap or cereal doesn't make for POP. Nor does a sign that says "Meat Department."
MAJOR TYPES OF POP
1. Signs
2. Shelf media, such as shelf-talkers and shelf strips, may be attached to existing fixtures, and
they don't take up precious floor, wall, or counter space.
3. Windows Displays.
4. Instore Commercials.
5. Standees

17. In film advertising: In-film advertising, in its most effective form, is about a brand being a
part of the cinema's content. Many global brands are now turning to this medium for the sheer
impact that a movie can make on its audiences. A brand using the medium of cinema to promote
its message. A number of marketers are now using movies to project the core values of their
brands.

18. Transit advertising: Advertising that appears inside and outside on public transport vehicles,
in waiting areas, and at stations and terminals. Transit is targeted at the millions of people who are
exposed to commercial transportation facilities, including buses, taxis, commuter trains, elevators,
trolleys, airplanes, and subways. The increased number of women in the work force, audience
segmentation, and the rising cost of TV advertising.

19. Ambient Advertising:  Ambient Advertising definition is: The placement of advertising
in unusual and unexpected places (location) often with unconventional methods (execution)
and being first or only ad execution to do so (temporal). Newness, creativity, novelty and
timing are key themes in ambient advertising. This definition is deliberately narrow and
attempts to exclude ‘mainstream’ advertising Implicit in this definition are that Ambient is a
moveable and somewhat subjective term and will shift according to the advertising norms of
the day.
Ambient Advertising
Ambient Advertising definition is: The placement of advertising in unusual and unexpected
places (location) often with unconventional methods (execution) and being first or only ad
execution to do so (temporal).

Newness, creativity, novelty and timing are key themes in ambient advertising. This
definition is deliberately narrow and attempts to exclude ‘mainstream’ advertising Implicit in
this definition are that Ambient is a moveable and somewhat subjective term and will shift
according to the advertising norms of the day.

One of the fundamental premises of Ambient is that the world is an advertising stage.
Everything is a potential advertising medium—sides of cows, rockets, golf-hole cups etc.
Ambient was first used in relation to advertising in 1996 by Concord Advertising, a UK
agency specializing in outdoor campaigns.

It evolved from a need to apply a single term to what was an increasing request from clients
for ‘something a bit different’ in their advertising. Clients, concerned with issues of cut-
through, competition, decreased effectiveness and disinterested audiences wanted (and still
want) advertising ‘with bite’ from their agencies.

This push by clients for something different saw agencies placing ads in unusual places, such
on as floors, petrol pump handles and backs of toilet doors - previously not considered as
locations for advertising.

Such campaigns did not fit neatly into existing categories like out-door, print, radio or
television and hence anew term was coined. Unusual locations are considered a defining
characteristic for Ambient advertising.

However, ‘unusual locations’ lose their point of difference with repetition and time, and so
cease to be something different.

This suggests two things.

Unusual location is not the only point of difference for Ambient. The method of execution is
often unusual as well.

Holographic projections, role-plays and graffiti are a few examples of this and certainly fit
within the ‘something different’ imperative

This suggests two things. Unusual location is not the only point of difference for Ambient.
The method of execution is often unusual as well.

 Messages on the backs of car park receipts

 Hanging straps in railway carriages and on the handles of supermarket trolleys
 Projecting huge images on the sides of buildings
 Slogans on the gas bags of hot air balloons
 Ambient media in the field of advertising are often mixed with ambient media
developed based on ambient intelligent technology
Aperture’ Marketing
Aperture: The best place and time to reach a person in the target market group.
An aperture is the ideal moment for exposing consumers to an advertising message. It is the
moment for exposure effective advertisement when interest and attention are high. Media
planner is responsible from locating the aperture opportunity

Definition: Aperture is the ideal moment for exposing consumers to an advertising message.
When the consumer is in the purchasing mode, when the consumer is in the information
mode (the search corridor).

In either case, advertising works best when interest and attention are high. Interest and
attention are high.

Even the most brilliant message will fall on deaf ears if the target is not ready to listen and in
a position to act. For example, a person vaguely aware of depression might pay little attention
to a TV ad prompting one to your doctor" about an anti-depression drug.

There are simply too many steps the consumer must take--from deciding to actually do
something about the problem, to making the doctor's appointment, to actually visiting the
doctor and asking for the prescription. Thus, the doctor's office would seem to be a better
location to deliver the message.

But even a well-crafted anti-depression product ad in the doctor's waiting room may not
motivate the patient to broach the subject if those patients are engaged in activities such as
filling out paperwork or reading tired magazines. Ironic as it may seem, in the waiting room
their minds are not focused on their health condition.

But take that message to a location only 50 feet away--to the physician's exam room--and
then you've found the right moment to prompt this very personal discussion, right in the
location where doctor and patient interact.

Bringing three dimensions of targeting together--the right consumer at the right time in the
right place--is the discipline we like to call aperture marketing.
Aperture is a term borrowed from photography to describe the opening of a lens. In
marketing, the aperture is the opening of the consumer's mind to grasp your message and take
action based on that message, in the perfect moment of time captured by a well-crafted
program. This is the aperture moment.

Aperture moments can vary widely according to the product, category, brand and consumer.
If you identify and leverage these moments, you can assure yourself an audience that engages
in and acts on the message you provide. Moreover, you've honed your medium not only to
the best consumer, but the best moment, so you can afford to bring optimal resources to bear
at that precise moment.

Effective aperture marketing requires, before anything else, thorough consumer research that
allows the marketer to glean insights into the dimensions of time and place that make up an
aperture and consumer involvement with a decision.
Without such understanding, consumer targeting becomes decidedly one dimensional,
resulting in flat approaches that may not break through to the consumer, and often don't
deliver results for the marketer.

Armed with an understanding of aperture marketing, savvy marketers can directly influence
targeted customers at the precise time and place that involvement and intensity with the brand
are at a peak.