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Short Message Life

High Production Cost

Low Selectivity

High Absolute Cost

Clutter

Mass Coverage

High Reach

Impact of Sight, Soundand Motion

High Prestige

Low Cost Per Exposure

Attention Getting

Favorable Image

High Production Cost

High Absolute Cost

Short Message Life

Low Selectivity

Favorable Image

Attention Getting

Low Cost Per Exposure

High Prestige

Impact of Sight, Soundand Motion

High Reach

Mass Coverage

Television Pros and Cons

Advantages Disadvantages

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Clutter

Fleeting Message

Audio Only

Low Attention Getting

Local Coverage

Low Cost

High Frequency

Flexible

Low Production Cost

Well-segmented Audience

Low Attention Getting

Clutter

Audio Only

Well-segmented Audience

Low Production Cost

Flexible

High Frequency

Low Cost

Local Coverage

Radio Pros and Cons

Advantages Disadvantages

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Visual Only

Long Lead Time forAd Placement

Lack of Flexibility

Segmentation Potential

Quality Reproduction

High Information Content

Longevity

Multiple Readers

Visual Only

Long Lead Time forAd Placement

Multiple Readers

Longevity

High Information Content

Quality Reproduction

Segmentation Potential

Magazine Pros and Cons

Advantages

Disadvantages

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Clutter

Poor Reproduction Quality

Short Life

Low Attention Getting

High Coverage

Low Cost

Short Lead Time for Placing Ads

Ads Can Be Placed in InterestSections

Timely (Current Ads)

Reader Controls Exposure

Can Be Used for Coupons

Selective Reader Exposure

Poor Reproduction Quality

Low Attention Getting

Clutter

Short Life

Can Be Used for Coupons

Reader Controls Exposure

Timely (Current Ads)

Ads Can Be Placed in InterestSections

Short Lead Time for Placing Ads

Low Cost

High Coverage

Newspaper Pros and Cons

Advantages Disadvantages

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Short Ads

Local Restrictions

Sort Exposure Time

Poor Image

Location Specific

High Repetition

Easily Noticed

Poor Image

Short Ads

Sort Exposure Time

Easily Noticed

High Repetition

Location Specific

Outdoor Pros and Cons

Advantages Disadvantages

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Poor Image (Junk Mail)

High Cost Per Contact

Clutter

High Selectivity

Reader Controls Exposure

High Information Content

Repeat Exposure Opportunities

Poor Image (Junk Mail)

High Cost Per Contact

Repeat Exposure Opportunities

High Information Content

Reader Controls Exposure

High Selectivity

Direct Mail Pros and Cons

Advantages Disadvantages

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Websnarl (Crowded Access)

Few Valid MeasurementTechniques

Limited Creative Capabilities

Technology Limitations

Limited Reach

User Selects Product Information

User Attention and Involvement

Interactive Relationship

Direct Selling Potential

Flexible Message Platform

Few Valid MeasurementTechniques

Technology Limitations

Websnarl (Crowded Access)

Limited Creative Capabilities

Flexible Message Platform

Direct Selling Potential

Interactive Relationship

User Attention and Involvement

User Selects Product Information

Internet Pros and Cons

Advantages Disadvantages

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MeasurementProblems

Lack of Information

Inconsistent

Terms

Time

Pressure

Inconsistent

Terminologies

Lack of InformationDifficulty measuringEffectiveness

Media Planning Difficulties

Problems

in Media

Planning

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Determining Relative Cost of Media-Print

Cost of ad space(absolute cost)

Circulation

CPM = X 1,000

Cost per thousand (CPM)

Hindu Indian Express

Per-page cost Rs.234,000 Rs.210,000

Circulation 4 million 3.1 million

Calculation of CPM 234,000 X 1000

4,000,000

210,000 X 1000

3,100,000

CPM Rs.58.5 Rs.67.74

Cost per Thousand Computation: Hindu Vs Indian Express

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Determining Relative Cost of Media-Broadcast

CPRP =Cost of commercial time

Program rating

Cost per ratings point (CPRP)

Sun TV Vijay TV

Cost per spot ad Rs.1,00,000 Rs.75,000

Rating 18 17

Reach (Households) 197,100 186,150

Calculation Rs.1,00,000/18 Rs.75,000/17

CPRP (CPP) Rs.5555 Rs.4411

Comparison of Cost per Rating Point: Sun TV Vs Vijay TV

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Determining Relative Cost of Media:

Cost of 1 unit of time X1000

Program rating

TV:Cost of ad spaceX 1000

Program rating

Newspaper:

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Measures of effectiveness must consider 2 factors:

(1) How well did these strategies achieve

the media objectives(2) How well did this media plan contribute to

attaining the overall marketing &

communications objectives