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MARKETING MANAGEMENT - PROMOTION DECISION

Introduction of Media Profile For Advertising

   Posted On :  19.06.2018 06:35 am

Role of Media. Media has a vital role in the process of advertising communication. Effective advertising is possible only if suitable media are available.

Introduction of Media Profile For Advertising

Role of Media. Media has a vital role in the process of advertising communication. Effective advertising is possible only if suitable media are available.
 
The appropriateness of media used vis – a –vis the target audience and their reach are also of crucial importance.
 
Advertising Message ==> Media Mix ==> Target Audience Result will reflect on the sales graph of the company <== Maximum Reach
 
A substantial portion of the advertising budget allocation to the mass media is spent on buying space and time. Therefore media decisions assume a considerable importance when financial implications come to the force.
 

Media Planning

 
 
Advertisement becomes effective only when it reaches the desired audience. The value of the advertisement is determined by the number of persons seeing it, reading it and thus becoming aware of the product or the service.
 

Media Selection

 
 
Each media has a specific function to perform and its selection depends upon the requirements of the job. Media can be divided into two categories:

Main Media  -- also called “above the line” media, e.g., newspapers, T.V. Radio, Magazines, etc.
 
Secondary Media- also called “below the line” media, e.g., hoarding, direct mail, point of purchase, etc. 
These are also known as reminder media.
 

Media Planning Process

 
The steps involved in media planning are:
 
(i)       Media planning and buying space is the financial side of advertising.
 
(ii)       It interacts with the creative process to form an important part of the overall marketing process.
 
(iii)     Whereas the creative process is a descriptive process, the media process is one of transforming their description to the public, i.e., a vehicle of communication.
 
(iv)     The primary responsibility of media practitioners is to ensure that the advertising message is seen, heard, read or recognized by the target audience. We believe this is a crucial role as there is no point in having the best advertising if nobody sees the advertisement.
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