2. DEFINITION
Various media provide information about the size and
makeup of their audiences.
Designated marketing area.
The term ‘ Research ’ is used to describe the collection
of information about a particular subject.
Relatively, Media Research is used to gather some
information about the media , its usage , its budget ,
effective media reach etc., in a descriptive manner.
3. FUNCTIONS OF MEDIA RESEARCH
EFFICIENT MEDIA
To find out the most efficient media by
measuring and comparing different media and different
vehicles in terms of ‘Vehicle distribution’ , ‘Vehicle
Exposure’ , ‘Advertising Exposure’
ADVERTISING EXPOSURE
Refers to the number of people exposed to
the advertising message and also to the number of
times a person exposes himself to the advertising
message
4. MEDIA SELECTION
It refers to the selection of specific
media or the combinations of media
which is termed as ‘Media Mix’
Can choose the particular vehicle in the
media
Example: The Hindu alone /
Indian Express alone
Can choose all the availabilities in the
media mix.
Example: TV , Radio , Internet….
Can adopt all the vehicles in the media
mix
Example: BBC, CNN, VIJAY TV….
5. MEDIA PLANNING
SEGMENTATION
Demographic, Psychographic,
Economic, cultural etc.,
TARGET MARKET STUDY
Study about the target market ,
location and conditions for the
advertisement etc.,
DECIDING THE AD MESSAGE
Based on the media,
information can be supplied
7. MEDIA COSTS
NEWSPAPER RATES
Paid by word or line
Display Ads
More cost for more creative
Paid by “column inch
Run-of-paper rate
Color vs. black and white
8. MEDIA COSTS
MAGAZINE RATES
Bleed – ads printed to the edge of page
No white border
15-20% extra for bleeds
Color rates
if any color is added
Price increases as color added
Four-color – “Full-color ads”
Premium position – where ad placed
9. MEDIA COSTS
TELEVISION RATES
Creative opportunities
Coverage, reach, and repetition
Cost per contact
Audience selectivity
Sponsorship
Spot advertising
Choosing a day-part:
Morning
Daytime
Early fringe
Prime-time access
10. TYPES OF MEDIA
TELEVISION
Advantages
1. High Reach
2. High Frequency Potential
3. Quality
4. High value
5. Segmentation possibilities
through cable outlets
Disadvantages
1. Greater cost for actors
2. Channel distribution
3. Short amount of copy
4. High cost per ad
5. Low recall
11. RADIO
Advantages
Lower cost per spot than television
Low production cost
Music can match station’s programming
Flexibility in making new ads
Creative opportunities with music and
other sounds
Mobile: people carry radios everywhere
Disadvantages
Short exposure time
Low attention
Few chances to reach national audience
Target duplication when several stations use
same format
12. Advantages Disadvantages
1. High market segmentation
2. Targeted audience interest by magazine
3. High color quality
4. Availability of special features (e.g., scratch
and sniff)
5. Long life
6. Direct response techniques (e.g. coupons,
web addresses, toll-free numbers)
7. Read during leisure time (longer attention
to ad)
1. Long lead time to ad showing
2. Little flexibility
3. High cost
4. High level ofclutter
5. Declining readership (some magazines)
13. INTERNET
ADVANTAGES
High reach among literates
Time saver
Easy for the corporate
DISADVANTAGES
Difficult procedures
Only for computer literates
No recall