Advertising Media

Strategy
UNIT 2

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Advertising Media Strategy
To put it simply, Mass Media can be defined as a technology which is
intended to communicate or reach a mass audience. Mass media is the
primary means of communication for the general public to communicate
with each other as well on a grander level. The most popular types of
mass media include Newspapers, Radio, Television, Internet, Magazines
and more!
The basic intention of media strategy is not only procuring customers for
their product but also placing a right message to the right people on the
right time and of course that message should be persuasive and relevant.
So, here the planners of the organization decide the Media Strategy to be
used but keeping the budget always in mind.
The Media Strategy process has three “W”s to be decided. They are
 Where to advertise?
 When to advertise?
 What media type to use?
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Role of media
• Media is dynamic and constantly changing with the advancement
of technology and society.
• Media is diverse and offers a variety of choices and options for
the users and audiences.
• Media is interactive and allows the users and audiences to
communicate and exchange feedback with the media and each
other.
• Media is influential and affects the opinions, attitudes,
behaviours, and values of the users and audiences.
• Media is powerful and can shape the public agenda, set the norms
and standards, and create the reality and perception of the world.
• Media is ubiquitous(any where, any time) and pervasive and can
reach and impact people anywhere and anytime.
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 Types of Media
• Media is the term we use to refer to different types
of media that provide us with important
information and knowledge. Media has always been
part of our society, even when people used
paintings and writings to share information.
Different Types of Media
• Print Media
• Broadcasting Media
• Internet Media

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 Print Media
This type of news media used to be the only way of delivering information to the public.
For the generations of the 80s and 90s, print media was the only media of entertain.
People relied on newspapers and magazines to learn everything, from recipes and
entertainment news to important information about the country or the world. Print
media includes:
• Newspapers – printed and distributed on a daily or weekly basis. They include news
related to sports, politics, technology, science, local news, national news, international
news, birth notices, as well as entertainment news related to fashion, celebrities, and
movies. Today’s parents grew up with this type of printed media.
• Magazines– printed on a weekly, monthly, quarterly, or annual basis. It contains
information about finance, food, lifestyle, fashion, sports, etc.
• Books – focused on a particular topic or subject, giving the reader a chance to spread
their knowledge about their favorite topic.
• Banners – used to advertise a company’s services and products, hung on easily-
noticed sights to attract people’s attention.
• Billboards – huge advertisements created with the help of computers. Their goal is to
attract people passing by.
• Brochures – a type of booklet that includes everything about one company – its
products, services, terms and conditions, contact details, address, etc. These online
brochures are either distributed with the newspapers or hand over to people.
• Flyers – used mostly by small companies due to the low cost of advertising. They
contain the basic information about a company, their name, logo service or product, 5
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and contact information, and they are distributed in public areas.
ADVANTAGES OF PRINT MEDIA
Established history
• Print media is still a widely trusted resource for relevant and fact-checked
information. Having your story published in print can mean a reputation
boost.
People are looking for you
• Advertising is one of the BIGGEST selling points for printed media purchases.
People LOVE reading magazine advertisements.
Targeted audiences
• As long as you reach out to publications that fit your industry, you’ll know only
ideal audiences will be seeing your content.
DISADVANTAGES OF PRINT MEDIA
May not be around forever
• While still widely circulated, Internet Media makes it so easy and affordable to
publish content. Hence, print media may fade away.
Bad for the environment
• Paper has detrimental impacts on the environment. In the wake of climate
change and wild-fires in Australia and the Amazon, audiences are looking for
greener ways of ingesting content.
Easy to get overlooked
• Since printed media is jam-packed with advertising, it can be easy for you to
get lost- especially if it’s competing with more prominent brands.
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 Broadcasting Media
Broadcasting media includes videos, audios, or written content that
provides important or entertaining information shared by different
methods:
• Television – in the past, there were a few channels sharing various
types of content, whereas now we have hundreds of TV channels to
choose from. Each channel delivers a different type of content, so
you have a separate channel for news, drama, movies, sports,
animation, nature, travel, politics, cartoon, and religion. It’s the
number one broadcasting media due to its reach to the audience.
• Radio – uses radio waves to transmit entertaining, informative,
and educative content to the public. Due to its high reach to the
audience, radio is widely used for advertising products and
services. Radio is one of the oldest means of entertainment, and
today people often hear it to find out the weather and traffic while
commuting.
• Movies – film, motion picture, screenplay, moving picture, or
movie has world-wide reachability. It’s the best type of mass
media to promote cultures and spread social awareness. Movies
have always played a huge part in the entertainment world.
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ADVANTAGES OF BROADCAST MEDIA
Massive audience reach
• Over 95% of US homes have televisions, and 93% of adults still listen to the
radio.
Trusted media outlets
• Just like printed media, broadcast media hosts respected programs and
personalities that people turn to religiously.
Accessible to TV, computing, and mobile
• Even though broadcast media centres around television and radio, most tv and
radio stations have an online presence. Thanks to platforms
like Netflix and Hulu, as well as podcasts, broadcast media is transient.
DISADVANTAGES OF BROADCAST MEDIA
Expensive
• It takes a pretty penny to secure a spot on prime-time television and radio.
Difficult to get your foot in the door
• It’s competitive and challenging to get the attention of decision-makers. It
might be harder for new companies without street-cred to get featured.
Dying medium
• Broadcast media is giving way to Internet Media as mobile devices are more
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 Internet Media
• Nowadays, we are relying on the Internet to get the news a lot more often
than traditional news sources. Websites provide information in the form of
video, text, and audio. We can even choose the way we want to receive the
news. Types of Internet media include:
• Social networks or websites – including Facebook, Instagram, Twitter,
YouTube, Tumblr, LinkedIn, Snapchat, Quora, Reddit, Pinterest, etc. They
are user-friendly and widely used by people around the world. Although
we can find any news here, they may be misleading because of the lack of
regulations on the content shared.
• Online forums - an online place where we can comment, message, or
discuss a particular topic. Forums allow us to share knowledge with other
people with the same interest. That’s why it’s regarded as the best
platform to seek support and assistance.
• Podcast – a series of audios focused on a particular topic or theme. We can
listen to them on a computer or a mobile phone. It’s a platform that allows
anyone to share their knowledge and communicate with the world. You
can browse some podcast hosting sites to see what fits your needs best.
• AI content – the rise of AI-generated content has disrupted the content
creation and online media landscape. Plenty of blogs, videos, and more
have been relying on different AI tools like ChatGPT, text to speech 9
generators, AI art generators, content writers, and more.
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ADVANTAGES OF Internet Media
It can only go up from here
• Internet Media is the way of the future. There’s no sign of slowing anytime
soon.
It's easy to publish anything
• With a plethora of easy and free platforms, you can publish stories at little to
no cost.
Targeted marketing
• SEO, CRMs, and online marketing have made it easier than ever to research,
identify, and target your perfect client avatar. Thanks to algorithms, your ideal
audience is directed to your content by their browsing patterns.
DISADVANTAGES OF Internet Media
Constantly changing but never forgetful
• It's challenging to stay ahead of technology, platforms, and trend evolutions.
Not to mention, whatever you put on the internet stays there. So you have to
handle PR like a hawk.
Over-saturation
• Because Internet Media is so easily accessible, it’s hard to build organic traffic
due to over-saturation.
Skeptical audience
• Since any human can post anything on the internet, you have to jump through
extra hoops to ensure your content is taken seriously. Internet users know 10
all-
too-well that you cannot trustwww.iadc.a
everything you read on the web.
 What is Media Research?
• Media Research is the study of the effects of the different mass
media on social, psychological and physical aspects. Research
segments the people based on what television programs they
watch, radio they listen, media they access and magazines they
read.
• It includes achievements and effects of media and a study
about the development of media. Newspapers, magazines,
radio, TV, Cinema or other mass media analysis and collection
of information’s. It helps to understand the ways in which
media can meet the needs of the audience.
• Whether it can provide information and entertainment to
more and different types of people. New technological
improvements that helps to improve or enhance the medium.
Thus in order to deal with social and political issues
insightfully, management and regulation of media is needed.
Unbiased evaluation of data can be achieved through media
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 Media research is important for several
reasons:
• Understanding Audience Behavior: It helps organizations understand how
audiences consume media, their preferences, and trends. This knowledge is
crucial for tailoring content to meet audience needs.
• Content Development: Research informs creators about what types of content
resonate with audiences, helping them develop more engaging and relevant
material.
• Effectiveness of Campaigns: Media research evaluates the effectiveness of
marketing and advertising campaigns, enabling businesses to optimize their
strategies for better reach and impact.
• Market Trends: It provides insights into market trends, allowing companies to
stay ahead of changes in consumer behavior and media consumption.
• Policy and Regulation: Research can inform policymakers about media impacts
on society, guiding regulations that ensure fair practices and protect consumers.
• Competitive Analysis: Understanding competitors’ media strategies and
audience engagement helps organizations position themselves effectively in the
market.
• Cultural Insights: Media research can reveal cultural trends and shifts, helping
organizations navigate social changes and align their messaging accordingly.
• Technological Impact: With the rapid evolution of technology, media research
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Advertising Decisions

• Advertising decision-making consists

of objectives setting, budget decision, message
decision, media decision, and ad effectiveness
evaluation. Advertisers should establish clear
goals as to whether the advertising is supposed
to inform, persuade, or remind buyers.

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Advertising Decisions

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 Media Planning
• Media planning is the process by which marketers
determine how, when, and where an audience is
given a selected advertising message. Media
planners analyse the audiences, channels, and
advertisements to determine the most efficient way
to communicate a message to the intended audience.
• In today’s competitive and busy marketing
landscape, media planning is essential. Marketers
need to serve consumers with the right message, at
the right time, on the right channel in order to see
engagements. Media planning is where marketers
determine what these “rights” are.

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• Media planning is most often done by media planners at advertising agencies.
Media planners must work with media buyers and the client organization to
develop a strategy to maximize ROI on media spend. Media planners are required
to have a firm understanding of the organization’s brand and target audience,
various media platforms and developing media trends.
• Media planning consists of formulating a strategy, evaluating its effectiveness, and
adjusting, while buying is the execution of the strategy.
• As noted, the media planner will evaluate brand and audience to determine the
correct combination of messaging and media mix on which to advertise in order to
reach consumers in a positive, impactful way.
What is a Media Plan?
• A media plan outlines which audience will be targeted, across which channels, at
what time, and with which message.
• An effective media plan will result in a set of advertising opportunities that target
a specific audience and fit in with the organization’s marketing budget. When
establishing a media plan, factor in the following considerations:
• Who does the ad need to reach?
• What is the marketing budget?
• What are the conversion goals?
• How frequency should the message be shown?
• What is the reach (how many people will see it)?
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 Types of Media Planning
• To create an effective media strategy for your brand, you must decide what
types of media (traditional or digital) will be cost-effective and bring in
sales.
• There are three main types of media that are considered when building a
media plan:
Paid Media
• Paid media refers to advertising that is the result of paid placement from
the brand. This includes pay-per-click advertising, display ads, and branded
content. This is the most common way for brands to get exposure and boost
sales.
Owned Media
• Owned media is content that is owned by your brand, i.e. blog posts and
social media accounts. By increasing the use of the company’s owned
media, you can increase your customer reach and increase brand
awareness.
Earned Media
• Earned media refers to the publicity the brand gets from outlets other than
their own company. For example, customer reviews, media coverage, and
word-of-mouth are all forms of earned media. This form of media is
valuable because it often comes directly from consumers. This feedback can
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 Media Selection
• When deciding which
media to select for
promotional purposes,
firms must consider a
number of factors in
order to maximise the
effectiveness of their
marketing campaigns.
In this article we
briefly discuss seven of
these factors.

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• Budget
What is your overall budget for advertising? Will your budget give you the coverage you want? A
firm that has a limited budget for advertising will limit the amount of coverage certain media can
provide. You will need to strike a balance between budget and coverage.
• Campaign Objectives
One factor that will influence the budget and coverage question is the objective of the campaign.
If the objective is to raise the brand awareness of the firm amongst the teenage market then this
will influence any decisions you make above. You may need to spend a little more on certain
publications in order to meet your objectives.
• Target Audience
The media you selected is obviously influenced by the target audience. A firm must select media
that the target audience is associated with e.g. the magazines or paper that they read, or the
social networking site they use.
• Focus
What is the message focus going to be? Will the message be emotional and work on guilt or will
the message be clear cut and say why the firm is better than the leading player?
• Readership of Media
What is the readership of the media you wish to select? Readership is the number times a
publication has been read, so if I pick up newspaper on the train, read it and leave it on the train
and that same newspaper has been read by 10 other commuters, the readership in total is 11.
• Circulation of Media
A firm will need to find out what the overall circulation of the media chosen is. So how many
publications are sold, and exactly who reads them.
• Timing
When do you want the advertising campaign to start? Is it specific to a particular time of19
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Media Scheduling
Media Scheduling Factors
These depends upon a number of
Media Scheduling refers to factors such as:
the pattern of timing of an 1. Nature of product- whether it is
advertising which is consumer usable, durables or
represented as plots on a industrial
flowchart on a yearly basis. 2. Nature of sales- whether the sales is
The plots in the flowchart seasonal or regular
indicate the pattern of 3. Product lifecycle- whether the
product introduction is in growth,
periods that matches with maturity or decline
favourable selling period. 4. Pattern of competitor’s programs
The classical scheduling 5. Entry of new competitors in the
models are commonly market
known as continuity, 6. Availability of funds for advertising
fighting and pulsing. and marketing campaigns

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 Types of Media Scheduling Models
• There are mainly three types of media scheduling
models names continuity, flighting & pulsing, which
are discussed as below

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Continuity
Continuity model focus on products which are not affected by
seasonality. These products can be advertised continuously with
minimum changes to the overall campaign during a period. The
campaigns can be run over a period with short gaps. Packaged goods &
services can be promoted using a continuous media campaign over a
period of time.
Flighting
This model focuses on certain seasons of advertising where the product
or service usage is of more utility. In this model, there are periods of
advertising in a year followed by months when there is no promotion
required. A lot of seasonal products which are dependent on different
seasons, festivities etc. can be promoted using this technique.
Pulsing
Pulsing focuses on limited promoted for most of the time period but on
certain occasions the advertising spends are increased manifold. Most of
these products are those which are sold normally throughout the year
based on need, but there are short periods where needs increase
significantly. That is when media spends are increased to ensure more
promotion and more sale.
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 Advertising Effectiveness
• Advertising effectiveness relates to measuring and
evaluating how a specific advertising campaign
meets the goals outlined by customers. There are
multiple ways in which businesses can measure the
success of an advertising campaign, either through
sales, the impact on the brand, or awareness of the
company.

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How to measure advertising effectiveness?
There are several ways to measure how well an advertising
campaign works. Let’s find them out below:
• Set a specific goal
• Setting a clear goal for your advertising effectiveness is essential
for measuring its success. What does it mean for your advertising
to be effective for your company? It could be to track the
conversions and sales of a campaign or the effect on brand
recognition following an advertising campaign. You have absolute
freedom of choice.
• For example, if your goal is to get 20% more Instagram followers, it’s
much easier to measure than if your goal is just to get more social
media followers.
• Analyze site traffic
• Usually, a successful advertising campaign will lead to more people
visiting a site. Customers who are interested in doing business
with a company research its website.
• Compare site traffic before and after your advertising campaign
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• Check lead quality
• Lead quality refers to how likely a lead will turn into a
customer. The better the quality of the lead, the more
likely it is that you will get a new customer. A lead’s
quality can be measured in a few ways:
• Check the types of pages people visit. For example, see
how many product pages they look at compared to
blog posts.
• Check how long people look at each page. Do they
look at your website for seconds or minutes?
• Learn how people found the page. Did they come
across it via a search engine or social media?
• When you concentrate on lead quality, you can
increase the likelihood of converting a lead into a sale.
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• Compare and contrast key metrics
• It is important to know the context to figure out advertising
effectiveness. When you have clear pre-campaign metrics to use as
a baseline, you can see what worked and what didn’t in your
campaign. And to understand your post-campaign performance,
you must examine how you performed before the campaign began.
• Survey testing
• Another important indicator for measuring advertising
effectiveness is survey testing. Getting survey data gives important
information about how well an advertising campaign is working.
When you ask your audience what they think about your
advertising campaign, you can ask them specific questions that will
help you.
• Survey data can help understand the success of advertising
campaigns. When you survey your audience about your advertising
campaign, you can ask specific questions that help you:
• Identify how many people saw your ad.
• Learn what viewers thought of the advertisement.
• Find out whether these potential leads remember your brand.
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 Rural Marketing
Rural Marketing is a high-level understanding of how
consumers vary between the developed urban
geographies, where disposable income & lifestyle is
high, compared to rural geographies which are in a
nascent stage of development.
Identification of key behavioral & infrastructure
differences in terms of communication touchpoints,
price sensitivity, product availability, logistics, and
buying frequency comes under rural marketing.
As a brand manager or a sales manager, we need to
show a clear intention of unlearning everything
urban & write new rules for the rural market.
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 Methods of Rural Advertising
• There are several tools that are applied in rural marketing, some of
which have been discussed below.
• Direct Marketing: As the people in rural marketing have a low
literacy rate, they need to be told about the usage of the product, and
they need to be made aware of the necessity of it as well.
• Rural Haats: These haats are traditional markets(sandhai) that the
local people are quite familiar with and are usually visited for any
purchase. These places can be used to market the goods and create
awareness.
• Mobile Vans: As transportation facilities are very limited in these
areas, mobile vans are a very economical option for promotions.
• Rural Fairs and Exhibitions: Due to limited areas where people
gather and can be educated about the products, the local fairs and
exhibitions can be used as areas where products can be displayed
and advertised to capture a larger audience.
• Digital Marketing: Although people are not very educated, now now
everyone has access to smartphones, which can be used as a medium
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Advertising Agencies
• An advertising agency, often referred to as a
creative agency or an ad agency, is a business
dedicated to creating, planning, and handling
advertising and sometimes other forms of
promotion and marketing for its clients.

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 Profile of major advertising
agencies in India
• Doing market research. While an advertising company supplies creative
services to produce campaigns, their work is also data-driven and based on
market research, ensuring that they target their efforts properly to be effective.
• Planning and budgeting advertising. An advertising or larger marketing
campaign can have many moving parts that take careful planning to ensure the
campaign runs smoothly and within budget.
• Selecting media. In their work, creative agencies have a wide range of media to
consider, including TV, print, interactive, social media advertising, billboards,
point of purchase (POP), direct marketing, and many others. Not only must the
right media be selected for a campaign, but the marketing agency also needs to
reserve ad space and negotiate pricing.
• Coordinating multichannel marketing campaigns. Multichannel
marketing integrates different channels—social media, blogs, email, TV, mobile,
and streaming services—to reach customers everywhere they are, to achieve the
client’s objectives and increase conversion rates.
• Integrating marketing efforts. Many campaigns require advertising agencies
to coordinate efforts across departments, suppliers, and partners. For example, a
digital advertising company may use a digital campaign to support a product
launch, which would also require event management and PR services to 30get
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Rural Advertising

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Rural Advertising
• Rural marketing is now a two-way marketing
process. There is inflow of products into rural
markets for production or consumption and
there is also outflow of products to urban areas.
The urban to rural flow consists of agricultural
inputs, fast-moving consumer goods (FMCG)
such as soaps, detergents, cosmetics, textiles, and
so on. The rural to urban flow consists of
agricultural produce such as rice, wheat, sugar,
and cotton. There is also a movement of rural
products within rural areas for consumption.
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Ethics in Advertising

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1. Truth in advertising: Advertising should be truthful and not mislead
consumers with false claims, misleading statements, or exaggerations. For
example, a weight loss product that claims to help you lose 10 pounds in one
week may be considered deceptive if it is not scientifically proven.
2. Respect for privacy: Advertisers should respect consumers' privacy by not
collecting personal information without their consent or using it for purposes
other than advertising. For example, online behavioral advertising that tracks
users' browsing habits without their knowledge or consent may be
considered unethical.
3. Avoiding offensive content: Advertisers should avoid using offensive content
that may be harmful or offensive to certain groups of people. For example, an
ad that perpetuates stereotypes or promotes hate speech may be considered
unethical.
4. Social responsibility: Advertisers have a responsibility to promote products
or services that are safe and beneficial to society, and to avoid promoting
products that may be harmful or have negative social impacts. For example,
promoting tobacco or alcohol products to minors may be considered
unethical.
5. Fair competition: Advertisers should compete fairly and avoid making false
or misleading claims about their competitors. For example, a company that
makes false claims about a competitor's product may be considered unethical.
6. Transparency: Advertisers should be transparent about their relationships
with endorsers or influencers and disclose any paid endorsements or
sponsored content. For example, an influencer who promotes a product
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Advertising Standards
Council of India (ASCI)
• The Advertising Standards Council of India (ASCI),
founded in 1985, is dedicated to the cause of self-
regulation in advertising and the protection of
consumers' interests. ASCI was founded with the
backing of all four advertising-related sectors:
advertisers, advertising agencies, media (including
broadcasters and the press), and others such as public
relations firms and market research firms.
• ASCI's heart and soul is the Consumer Complaints
Council (CCC). This collection of distinguished
individuals has provided significant momentum to
ASCI's activities and self-regulation in advertising.
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 Features of advertising
standards council of India are
• The Advertisement Standards Council of India (hereafter "ASCI")
was founded in 1985 under Section 25 of the Companies Act of
1956.
• It is a "voluntary, self-regulatory council" that has been registered as
a non-profit corporation.
• A board of governors, members of the Consumer Complaints
Council, and a secretariat comprise the ASCI staff.
• The ASCI Board of Directors is comprised of a governor and 16
members from renowned businesses, including media agencies,
advertisers, and others active in the advertising market.
• It is essential to remember that the ASCI is not a government agency
and is not tasked with creating laws for the general population.
• The Consumer Complaints Council is the authority in charge of
assessing and investigating complaints from customers and the
general public on any violations of the News Broadcasting
Association's Code of Conductwww.iadc.a
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FUNCTIONS
• The ASCI has developed a self-regulatory code as part of its
commitment to advancing consumer interests.
• The ASCI also welcomes consumer complaints against unfair,
untruthful, or deceptive statements and ads; all such complaints
are independently reviewed by the Consumer Complaints Council.
• ASCI detected commercials for paints, clothes, detergents, skin
care, air conditioners, fans, water purifiers, plywood and
laminates, supplements, and food, all of which promised COVID-
related advantages.
• In January-March 2021, it will deal with complaints against online
real money gambling advertisements and will provide thorough
rules for the industry.
• It investigates whether the advertisements violate the Drugs and
Magic Remedies Act.
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The primary goals of this self-regulatory agency are
as follows
• To verify the veracity and honesty of ads' promises,
as well as to protect consumers from deceptive
advertisements.
• To guarantee that the advertising is neither
obscene nor insulting to the general public.
• To protect consumers from the advertising of items
that are regarded as dangerous and are undesirable
to society as a whole.
• To ensure fair advertising so that consumers are
adequately informed about market options and to
sustain fair competition.
UNIT 2 COMPLETED
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