All posts in Advertising

For communicating a marketing or advertising message to the masses two major events have to occur – message creation and message dissemination. Media planning companies are concerned with message dissemination. The main aim of the media planning companies is to devise strategies which will make the advertising or marketing message reach to a very pin-pointed segment of consumers. A media planning company has to establish how much of each media category has to be used in dissemination of message.

Media options available

* T.V., Radio
* Digital media
* Social media
* Print media
* Mobile phones
* Outdoor advertising

Media planning decisions

* Which media to use
* When and where to use
* What duration to use
* How often to use

This means that the task of Media planning companies is to strategically use available platforms or channels of media like T.V., Radio, Social media or Newspapers and banners etc and tactically decide the timing of the advertising or marketing campaign as well as how much space it will use in each of the chosen media platforms. Normally the desired duration of a media campaign is communicated by the client to the media planning companies, otherwise it can be suggested by media planning companies also. Last step of media planning involves deciding the frequency with which the media message will be repeated in various media so that the campaigns impact and message retention by consumers can be maximized.

Media planning components

* Target Audience
* Communication goals
* Communication strategies
* Media mix
* Media tactics

Target audience

The Media planning companies start off the media planning process by establishing who the target audience is or can be. It means they have to evolve strategies which not only target the known target audience but also create new potential consumers. The target audience is categorized on the basis of variables like:

* Demographics
* Psychographics
* Generational cohort
* Product or brand usage
* Primary and secondary audience

Demographics Demographics means detailed information about a persons social standing. It includes gender, age, education levels, employment categories, income level, marital status, residence details etc. Social Media Marketing Companies use this information to ascertain the propensity or inclination of demography towards a particular media usage and based upon that try to categorize them into target audience or non-target audience.

Psychographics Psychographics refers to behavioral traits of target demography. It includes their personality, attitudes and beliefs, opinions and personal interests and most importantly their buying decision making tendencies. The Media planning companies try to sub-categorize the target audience on the basis of their psychographics so that media planning strategies can be downloaded with more effectiveness. Media planning companies refer to psychographics as VALS which stands for Values and Lifestyles.

Generational Cohort This categorization of target audience is on the belief that the new generation will be influenced by the choices of previous generations of the household because they were exposed to these choices in their early formative years.

Product or brand users Media planning companies identify the target audience by observing the historical product category or brand consumption levels of a given demography.

Primary and secondary consumers Sometimes the primary target audience do not actually make the buying activity but they influence the secondary target consumer to take the buying decision. For example parents buying toys for children or a big wall TV for old parents room.

Communication goals & strategies

Once the primary task of identifying target audience has been completed, the Media planning companies set their communication goals. This goal tries to quantify the degree of advertising message exposure within the target audience. For example the communication goal for a media plan can be exposing 60% of target audience at least once in a day to the advertisement message, be it on any media platform. Similarly another communication goal can be that the new brand will attain 30% of the market share within 3 months dislodging the present brands. The communication goal is achieved by careful strategizing of:-

* Reach
* Frequency
* Media mix
* Media scheduling

Reach Reach is the exposure of target audience to the advertisement message. Reach can be expressed as a percentage of population. For example, 60% of married women between the age group of 18 and 40. It can also be calculated as accumulation of target audience over a period of time. For example a communication goal can be to increase target audience from 30% to 60% or more. Lastly the reach is expressed as Gross rating point or GRP for the TV media. GRP is the viewership of a TV program expressed in percentage. A GRP of 35 means 35% of target audience with TV are presently watching a particular broadcast.

Frequency Frequency is the measure of repletion of Advertising or marketing message for the target audience over a period of time. Therefore it can also be called ratio of GRP over the reach. Mathematically it is expressed as Frequency = GRP/Reach. If Double GRP is 55 and reach is 35 then frequency will be 1.57. The media planning companies gauge their success by effective frequency criteria. Effective frequency is the minimum number of media exposure for a given media plan. It means how many people saw the Ad once, twice, thrice or n number of times.

Media Mix – Media objectives, budget and properties of media vehicles are the three deciding factors of a media mix strategy by the Media planning companies. The aim is to find the cheapest possible media vehicle to attain the objectives of media plan. The media planning companies may use any of these two media-mix strategies; media concentration or media dispersion. Media Concentration aims at exploiting fewer number of media vehicles whereas the media dispersion strategy tries to use a greater number of media vehicles.

Media scheduling Media planning companies schedule the media campaign in three basic scheduling strategies.

* Continuous scheduling Equal media spendings across media campaign duration
* Flight scheduling Variation scheduling, higher at one time and zero at another.
* Pulse scheduling Combination of upper points. Low and high variations.

Media Tactics Media tactics are employed to optimize reach and effective frequency. For example a high level of reach requirement would mean using more media vehicles. It may mean placing Advertisement in all major newspapers in a week or Advertising on all major TV channels during same time slot of the day or placing online Ad on all pages of a web service like Yahoo for a week. By tactically increasing the frequency, more number of audiences can be exposed using lesser media vehicles. For example media planning companies may decide to bombard only newspapers of a region with daily Ads in prominently visible space with the idea that over a period of time all target audience will be surely expose to it. Same may be the tactic for TV media or online media.

Media planning is the best Advertising tool

The scientific application of media planning is the best Advertising tool a business can have. Even the most creative of advertisement campaign can fall flat on its face if not handled by expert media planning companies. Its a science of consumer behavior and the arithmetic of probabilities, ratio proportions and law of averages. Best part is it works like magic every time !

Airport Advertising India is a prominent Advertising Platform that has always been adopted by the top brands for various promotional campaigns. However, there are still a few myths that circulate in the industry circles about this medium. These ill-researched notions are the top reasons why some of the brands are still hesitant in contacting Airport Advertising Agencies in India. This article discusses these myths and points out the reasons as to why they are nothing but highly inaccurate conjectures cooked by sources that chose to be unmindful of the facts.

High Cost

This is the first factor that comes into question. Brands opting out of the medium due to its high costs are common occurrences. Though it is true that Airport Advertising does cost higher than most other mediums, it is only the first half of the tale. What the myth propagators conveniently overlook are the High Returns on Investment (RoI) that the medium offers. The RoI from the airport medium is, in fact, way higher than even the media that cost more. Looking at only the investment part of the platform without considering the returns part at all is either a short sightedness or reeks of an intention to create myths. The brands, that have become royal patrons, know that the high returns, commanded by the medium, make the cost a worthwhile investment.

Only Selective Audiences

A reason why the relatively smaller brands do not include the discussed platform in their media spend is that they have formed an opinion that it is for those looking for an affluent audience only. It is true that affluent audiences form the cream of an Airport Audience, but with the surging popularity of low cost airlines, the upper middle class has also become an integral part of the audience. This new opportunity is only likely to grow with the Tier II and Tier III cities in India set to gain their own airports. With their number to reach 400 by the year 2030, there are whole new dimensions to the audience types that will be incorporated into the medium. One of the reasons why such a decision received a boost is the encouraging response received by the low cost carriers.

Time Consuming

Another impression, doing the rounds, is that due to the nature of the medium, a campaign would take much time in getting launched. Considering the large sizes of airports, this viewpoint is understandable. However, the reverse is true; as such a big transit point requires functioning at a highly organized fashion. Contrary to the stated myth, installing displays at the airports take much lesser time. The record time for complete installation at 4 airports in India and client intimidation, as set by TDI International India (P) Limited, is merely 13 hours from the signing of the contract.

Hassles

Airports are some of the most heavily guarded civilian places in the world. The impression that attaining the necessary clearances might involve hassle-filled procedures is understandable in this regard. However, the AAI ensures that the Advertising Licenses are given only to the agencies that have the requisite resources and experience to run campaigns in the prescribed manner. Due to this stringent selection, operational hassles are only at the bare minimum at the later stages. In fact, if the agency holds exclusive rights on the airport, these hassles do not exist at all.

The Airport Medium is often referred to as the king of OOH in India. Brands that have benefitted and are benefitting from the medium will second that reference. It is tragic that, due to the above myths that float in the market, some of the brands stay away from the rich benefits of the platform that has been accorded the highest position in Advertising in India.

Regardless of the promotion package, Internet ad media plays an important role in determining the success of your product or service awareness on-line.

What are their advantages over other established media such as selling TV ads?

Advantages

1: Low-Cost

Even if the Internet ad can be displayed as very comprehensive compared to other media, it is definitely much cheaper than most. Internet Ad Packages are offered as low as $ 10.00 for a period of one month, or by a set amount of “hits”, depending on the advertiser you go with.

2: The presentation to the market

If your product / service is aimed at the younger generation or the corporate world, Internet advertisements would be best because they are already hooked into the net, surfing websites. A few of these pages that you have your ad on, could give you a link to your own website as well. Result, a greater number of “hits” on your website!

3: Relatively trouble-free

Everything you really need is a PC, some knowledge and ideas for designing your site, then search for the best Internet ad package for your advertising needs and budgets, choose from a variety of advertisement ways like Banner Ads, text ads; whether you want to work with pop-ups or pop-unders, etc. All from the comfort of your home!

4: Update ads

Unlike TV commercials, which must be periodically updated, your Internet ads could go for some time without change. If they need updating, the amendment of the site or your ad is usually a very simple matter that can be done quickly and easily.

Disadvantages

1: Scope

It is a “limited” market that can be conquered, if you only use the Internet for advertising display. While more and more people every day are now into the use of technology and surfing the World Wide Web there are quite a few of the average consumers out there that are still on the older forms of advertising as a means to gather information on certain products and services. Fortunately for us Internet

advertisers, that is changing quickly in our favor, and this will soon no longer be an issue.

2: Additional costs

If you decide to rent the help of a professional, a freelancer or a company for the production of your site and /or advertising for your product or service, of course it costs more than if you did it yourself. While the costs can advance an initial disadvantage, the results in the long term may in fact be very beneficial if you have the right people to work with.

Conclusion:

The goal of Internet advertising is to offer the widest maximum exposure of your brand/product with the lowest possible cost. Given the list of advantages and disadvantages to using low-cost Internet advertising displays, an entrepreneur can now assess its applicability to his/her product or service.

In the final analysis, if you have an Internet presence and you are not using Internet advertising, then you are clearly missing out on a huge market. There is a lot of money to be made from the Internet, so go out there and snap up your share!

Advertising is defined as a non-personal form of communication deployed through various media by industries, non profit organizations, business firms, individuals etc. Advertising persuades, informs, instructs and educates target audiences about a particular brand or service and influence the purchasing behaviour or thought pattern of the audience. Advertising is one of the most important tools of marketing and can be coupled with other marketing tools such as sales promotion, personal selling tactics, publicity etc.

Advertising as a tool of marketing is quite different from personal selling. In personal selling, the customer is guided by a sales person, but publicising the advertisement is shown to the customer and the decision is in the hands of the customer. Therefore, advertising may be called written personal selling. Advertising is effective for every single brand, service or business to gain its position in the market.

Advertising creates an impact on every walk of life irrespective of age, gender, caste, creed or religion. Advertising is carried out in various proven tools and mediums and with defined techniques. In this article let us discuss about the four main objectives of an advertising campaign.

Objectives of advertising

The objective(s) of advertising imply the communication tasks to be accomplished. These tasks are directed towards specific customers that a company or organization is trying to reach during a defined time frame. An organization which involves in advertising activities usually strives to achieve at least one of the four common objectives of advertising i.e. trial, continuity, brand switching and switchback.

The purpose of trial objective of advertising is to encourage customers to make an initial purchase of a new product which has been launched in the market. Companies typically deploy creative ad strategies during product launch so that they can stay ahead in the competition. Repeat purchase of the product follows suit so trial objective of the ad campaign should be given more emphasis so as to invite targeted customers.

The next objective of advertising is continuity. Continuity is a typical strategy to keep current customers to stick to the same product. To keep the customers engaged the company usually provides new and different information about the product which is designed to build brand loyalty.

Thirdly, brand switching is one of the widely employed objective of advertising. This technique is adopted when companies want customers to switch to their brand from their competitor’s brand. Brand switching strategy needs a convincing communication so that the mindset of the customer is changed.

Last but not the least brand switchback objective is another strategy used by advertisers or brand owners to win back their former customers. For this a particular company may highlight new features about the product, discount of price, provide useful information about the product- all these to attract back their former customers.

Advertising is a tricky art for brand communication. As an advertiser one should have exceptional advertising skill(s) to influence the right target group and to provide a lasting impression about the brand so that customers stick to the same brand in the future.

Reference Website: – www.tdiindia.com

Billboard advertising is the buzz in the economic world. If you want to advertise your latest products, or be recognised for your state of the art services, advertising with billboards is the key to your success. No wonder many companies prefer advertising with the use of billboards over other means of making their products and services known to the public.

Why billboards?

Do you see billboards along the streets, the highway, and in business areas around your home? Do you see them advertising the latest products or services offered by a company? Indeed, you see them almost everywhere you look.

They come in different sizes and feature a wide array of products and services. Here’s why billboards are more preferred than other methods of advertising:

They are eye-catching

Billboards are one of those things that can easily catch your attention. Whether you are walking in the streets, or stuck in traffic, you can get hooked looking at their colourful display and what the advertiser has to offer.

Others even go to the extent of having popular actors endorse their products and reflect that in their billboards. These are enough to arouse the interest of consumers and make them want to know more. Further, their huge size is visible and clear to see, even at a distance.

They are practical

Why do you have to spend thousands of pounds just to have your product and services advertised? Television advertisements can cost a great deal of money, since you would have to buy airtime everyday. The same thing goes with advertising over radios. With billboards, all you have to do is pay a specific amount and the advertising company will handle everything. You will have your billboard visible to the public depending on your contract. It can stay there for a month or even for a year. There are also advertising companies that offer free repair in case of any damage.

They are convenient

Billboard advertising is definitely more convenient than other means of advertising. You no longer have to come up with jingles or scripts, or hire people to do your commercials. Moreover, it only takes a few days to put up a billboard, which makes it ideal for companies who want to make their products known to the public in the quickest time possible. Billboards can reveal everything, from the name of your product, to its amazing features. People who look at your billboard can tell exactly what you offer and how to avail of your services. They do not necessarily require famous personalities to catch the interest of consumers. In case you want a different style put up, you can change the layout and design anytime you desire.

Billboards can do wonders for your advertising needs. Make sure you find a good advertiser that can work on your billboard according to your own design and preference. It is also wise to look for advertisers that offer an excellent package at a reasonable price.