ACKNOWLEDGEMENT

I would like to thank Almighty God for making me capable of completing this report. I am
greatly indebted to my parents who have been my constant source of inspiration.

I must acknowledge my principal Dr. Sister Maria Rashmi A.C, Patna Women’s College for
her kind support and inspiration. I would also like to thank Dr. Shazia Rahman HOD, Dept. of
AMM, Patna Women’s College for giving me the opportunity to prepare a dissertation on
Advertising and Media. I would like to thank my subject faculty Ms. Yosha Singh, Assistant
Professor, Dept. of AMM, Patna Women’s College for her consistent guidance.

I am also thankful to my friends who helped me throughout this dissertation, and I express my
deep sense of gratitude to all of them for their stimulus and valuable assistance.

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 TABLE OF CONTENTS
Sl. No. PARTICULARS Page No.
1. INTRODUCTION TO MEDIA 4-6

1.1. What is Media? 4

1.2. Types of Media 4

1.3. Media Planning 4

1.4. Media Scheduling 5

1.5. Media Budgeting 5

1.6. Media Research 6

2. PRINT MEDIA 7-15

2.1. Newspaper Advertisements 8-11

2.2. Magazine Advertisements 12-15

3. ELECTRONIC MEDIA 16-24

3.1. Television Advertisements 17-20

3.2. Radio Advertisements 21-24

4. OUTDOOR MEDIA 25-31

4.1. Hoarding Advertisements 26-29

4.2. Transit Media Advertisements 30-31

5. SOCIAL MEDIA 32-36

6. DIRECT MAIL 37-39

7. RURAL MEDIA 40-42

2
INTRODUCTION TO MEDIA

3
 1.1. WHAT IS MEDIA?

Media refers to various means of communication that transit information,

messages, content to a mass audience. It encompasses a wide range of
platform, technologies and formats used for distributing news, entertainment,
advertising, educational content and more. It plays a crucial role in shaping
public opinion, influencing societal norms, facilitating cultural exchange and
connecting people across geographical boundaries.

1.2. TYPES OF MEDIA

 Traditional Media
 Print Media
 Electronic Media
 Direct Mail
 Rural Media

 Non-Traditional Media
 Social Media
 Outdoor Media

1.3. MEDIA PLANNING

Media planning is the strategic process of identifying target audiences, setting
campaign objectives, researching and selecting appropriate media channels,
negotiating and purchasing ad space or time, optimizing the media mix based on
performance data, and evaluating campaign effectiveness. It involves
understanding audience demographics and behaviors, analyzing various media
options, and making data-driven decisions to maximize the impact of advertising
efforts within the allocated budget, ultimately aiming to achieve marketing goals
such as brand awareness, engagement, and sales.

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 1.4. MEDIA SCHEDULING
Media scheduling, also known as ad scheduling or media placement, is a
component of media planning that involves determining when and how often
advertisements will be shown or aired on selected media channels to reach the
target audience effectively. It entails creating a timetable or schedule that
specifies the timing, frequency, and duration of ad placements to optimize
exposure and maximize impact. Media schedulers consider factors such as
audience demographics, viewing habits, peak times, and competitor activity to
strategically allocate ad placements for maximum visibility and engagement. By
scheduling ads strategically, media planners aim to achieve optimal reach and
frequency within budget constraints, ensuring that the message is delivered to the
right audience at the right time to achieve campaign objectives.

1.5. MEDIA BUGDETING

Media budgeting is the process of allocating financial resources to various media
channels and advertising initiatives as part of a marketing campaign. It involves
determining how much money will be spent on advertising and promotion efforts
across different media platforms such as television, radio, print, digital, and
outdoor. It typically starts with setting overall campaign objectives and then
estimating the costs associated with achieving those objectives through
advertising. Factors considered in media budgeting include the target audience
size and demographics, media channel reach and effectiveness, etc. The budget
allocation is carefully planned to optimize reach, frequency, and impact within
the available budget, ensuring that resources are allocated efficiently to maximize
the return on investment (ROI) and achieve marketing goals. Throughout the
campaign, media budgeting involves monitoring expenses, analyzing
performance metrics, and adjusting as needed to optimize spending and achieve
the desired outcomes.

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 1.6. MEDIA RESEARCH
Media research involves gathering and analyzing data about audience
demographics, preferences, and media consumption habits to inform advertising
strategies and campaign decisions. It helps advertisers understand audience
behavior, select appropriate media channels, target specific demographics, and
evaluate campaign effectiveness.

Top 10 Media Research Agencies of India:-

1. Nielsen India
2. Ipsos India
3. Kantar IMRB
4. International Data Corporation (IDC) India
5. Kantar Milward Brown
6. RNB Research
7. Majestic MRSS
8. Bare International
9. MarketXcel
10. Stitch Marketing Research

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 PRINT MEDIA
ADVERTISEMENTS

7
8
 2.1. NEWSPAPER ADVERTISEMENTS
Newspaper advertising comprises display ads, visually striking and varying in
size, classified ads, text-based and categorized, coupons for discounts, and inserts
for promotional purposes. It is a powerful tool for reaching diverse audiences,
offering cost-effectiveness, wide-reaching potential, and precise targeting
options.

1. Newspaper Name: Dainik Bhaskar

Page: 3
Brand Name: LEHAR Footwear

2. Newspaper Name: Dainik Bhaskar

Page: 3
Brand Name: SAFEXPRESS

3. Newspaper Name: Dainik Bhaskar Madhurima

Page: 3
Brand Name: MYFAIR Cream

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10
4. Newspaper Name: Dainik Bhaskar
Page: 3
Brand Name: ZED BLACK Incense Stick

5. Newspaper Name: Dainik Bhaskar Madhurima

Page: 3
Brand Name: TRICHUP Natural Shampoo

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1. 2.

3.

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2.2. MAGAZINE ADVERTISEMENTS
Magazine advertisements, appearing in various sizes like full-page, half-page,
or quarter-page, aim to promote products, services, or ideas. Despite the digital
era, print publications retain value, especially among young adults and
millennials who favor printed content. Magazine ads offer a powerful avenue
for generating brand awareness and revenue, relying heavily on attention-
grabbing designs for effectiveness.

1. Magazine Name: MERI SAHELI

Brand Name: LUX

2. Magazine Name: DALAL STREET Investment Journal

Brand Name: ICICI Prudential Mutual Fund

3. Magazine Name: NIROGDHAM

Brand Name: Baidnath Sundari Kalp

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 4.

5.

14
4. Magazine Name: MERI SAHELI
Brand Name: PONDS Fragrance Talc

5. Magazine Name: NIROGDHAM

Brand Name: Kesh Ratan Tel

15
ELECTRONIC MEDIA
ADVERTISEMENTS

16
17
3.1. TELEVISION ADVERTISEMENTS
Television advertisements, also called TV commercials, are brief programs
created and funded by companies to promote their brand, product, service, or
idea. These ads are designed to be highly creative, engaging, and memorable,
utilizing sight, sound, and motion to captivate viewers. With a specific
marketing objective in mind, they deliver their message within a short
timeframe of 15 to 30 seconds, strategically interrupting viewers'
programming. The cost of airing TV commercials varies based on factors like
time slot, ad length, show ratings, and channel.

1. Brand Name: GHADI Detergent

Channel Name: TV9 BHARATVARSH
Duration: 20 Seconds

2. Brand Name: RUPA Jon Innerwear

Channel Name: TV9 BHARATVARSH
Duration: 15 Seconds

3. Brand Name: PATANJALI Oil

Channel Name: TV9 BHARATVARSH
Duration: 31 Seconds

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4.

5.

19
4. Brand Name: TATA CAPITAL Loan
Channel Name: TV9 BHARATVARSH
Duration: 10 Seconds

5. Brand Name: LIVGUARD Inverter

Channel Name: TV9 BHARATVARSH
Duration: 1 Minute

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1.

2.

3.

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3.2. RADIO ADVERTISEMENTS
Radio advertising utilizes radio waves to promote products, services, or brands to
target audiences through broadcast messages. Key features include creating brief
audio commercials in various forms like jingles or voiceovers, targeting specific
demographics through appropriate radio stations, and promoting brand
awareness, driving traffic, and generating sales. The benefits of radio advertising
include wider reach compared to other channels, higher consumer trust levels,
and increased memorability, making it an effective tool for enhancing brand
recognition and awareness.

1. Brand name: Chunni Lal Mega Mart

Frequency: 98.3FM
Time: 08:15PM
Duration: 01Minutes

2. Brand name: Patanjali Chyawanprash

Frequency: 98.3FM
Time: 08:30PM
Duration: 45 Seconds

3. Brand name: Smart Bazaar

Frequency: 98.3FM
Time: 09:15PM
Duration: 30 Seconds

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4.

5.

23
4. Brand name: Dabur Lal Paste
Frequency: 98.3FM
Time: 09:30PM
Duration: 15 Seconds

5. Brand name: Vicco Turmeric Cream

Frequency: 98.3FM
Time: 10:00PM
Duration: 20 Seconds

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OUTDOOR MEDIA
ADVERTISEMENTS

25
1.

2.

3.

26
 4.1. HOARDING ADVERTISEMENTS
Hoarding advertisements, also called billboard or outdoor advertising, feature
large-scale print ads on structures like billboards or posters in high-traffic areas.
They aim to capture attention with bold graphics and short messages, targeting
drivers and pedestrians. Types include construction, retail, event, and
development hoarding advertising, each tailored to specific audiences and
locations. With the integration of digital technology, hoarding ads now offer
dynamic content delivery, utilizing consumer insights and location data for
enhanced effectiveness.

1. Brand Name: SARVODAYA COACHING

Location: Rajbanshi Nagar

2. Brand Name: LAGMANI GARDENS

Location: Rajbanshi Nagar

3. Brand Name: MASTERMIND G. CLASSES

Location: Rajbanshi Nagar

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4.

5.

28
4. Brand Name: Call 112 Bihar Government
Location: Bailey Road

5. Brand Name: OPEN MINDS BIRLA

Location: Rajbanshi Nagar

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1.

2.

30
4.2. TRANSIT MEDIA ADVERTISEMENTS
Transit media advertisements are promotional content displayed on public
transportation vehicles and transit hubs, targeting commuters and travelers during
their journeys. They can take the form of posters, digital screens, or vehicle
wraps, offering brands a way to reach a captive audience on the move.

1. Brand Name: Dhananjay IAS Academy

Location: Bailey Road

2. Brand Name: TVS Jupiter 125

Location: Rajbanshi Nagar

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 SOCIAL MEDIA
ADVERTISEMENTS

32
1. 2.

3.

33
5.1. SOCIAL MEDIA ADVERTISEMENTS
Social media advertisements are promotional content displayed on platforms like
Facebook, Instagram, Twitter, and LinkedIn. They come in various formats and
target specific demographics, interests, and behaviors. These ads aim to increase
brand awareness, drive traffic, generate leads, boost sales, or promote
products/services. They often include call-to-action buttons, links, hashtags, and
interactive features to engage users and prompt actions like sharing or purchasing.
Social media ads offer businesses a targeted and cost-effective way to reach
audiences and achieve marketing goals online.

1. Source: YOUTUBE
Brand Name: GROW Stocks, Mutual Funds

2. Source: YOUTUBE
Brand Name:

3. Source: YOUTUBE
Brand Name: CRICKEX

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4.

5.

35
4. Source: YOUTUBE
Brand Name: SPRITE

5. Source: YOUTUBE
Brand Name: DWOOZLE

36
 DIRECT MAIL
ADVERTISEMENT

37
1.

38
 6.1. DIRECT MAIL ADVERTISEMENT
Direct mail advertisements involve sending promotional materials directly to
targeted individuals or households via postal mail. These materials can include
postcards, letters, brochures, catalogs, or samples, personalized to engage
recipients and drive desired actions such as purchases or store visits.

1. Source: DALAL STREET Investment Journal

Brand Name: DALAL STREET Investment Journal

39
 RURAL MEDIA
ADVERTISEMENT

40
1.

41
7.1. RURAL MEDIA ADVERTISEMENT
Rural media advertisements are promotional messages tailored for rural
audiences, often featured in local newspapers, radio stations, and TV channels.
They aim to resonate with rural lifestyles and interests, utilizing outdoor
advertising like billboards to reach local populations.

1. Brand Name: ODOMOS Cream

Location: Gaya

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