Module 2

• Advertising as Communication,
• Source- Message-Medium ,
• Advertising Media,
• Media Planning and Strategy,
• Broadcast & Interactive Online Media,
• Role of DAVP
• 1. Message:
• Message is the heart of any advertising campaign. It's the content, theme,
and creative elements that convey the advertiser's intended communication
to the target audience. The message should be clear, memorable, and align
with the brand's objectives. This includes:
• Content: What you want to communicate, whether it's product benefits, a social
message, or brand identity.
• Creativity: The way you present the message through visuals, copy, and storytelling.
• Brand identity: How you maintain the visual, verbal, and emotional attributes (Brand
Name, Logo, Colour Palette (Red, Blue, Green, etc), Tagline or Slogan, Brand
Experience) that defines a brand and distinguishes it from competitors in the minds of
consumers.
• 2. Medium: Medium refers to the channels and platforms used to convey
the advertising message to the target audience. The choice of medium
significantly impacts how the message is delivered and who it reaches.
Considerations include:
• Traditional vs. Digital: Selecting between traditional media (TV, radio, print)
and digital media (social media, websites, email).
• Audience Reach: Determining which medium(s) will effectively reach the
intended audience.
• Budget: Aligning the choice of medium with the available advertising
budget.
• 3. Market: Understanding the Market involves identifying and analyzing the target
audience or market segment for the advertising campaign. It goes beyond
demographics and includes psychographics, behavior, and consumer preferences.
Key segmentation considerations include:
• Demographics: Age, gender, location, income, etc.
• Psychographics: Interests, values, lifestyle, and attitudes.
• Behavior: Consumer buying habits, brand loyalty, online behavior.
• Geographic : Based on Country, Region, City, Postal code
• Example: Nike's "Just Do It" campaign targets athletes, fitness enthusiasts, and
individuals seeking inspiration. They segment their market based on sports interests
and lifestyles, and their advertisements feature prominent athletes like LeBron James
and Serena Williams to resonate with these segments.
4. Money: Money represents the budget allocated for the advertising campaign. It
encompasses all the financial resources required for planning, creating, and
executing the campaign. Key aspects include:
• Production Costs: Expenses related to creating advertisements (e.g., video
production, graphic design).
• Media Buying: Costs associated with purchasing advertising space or airtime.
• Research and Analysis: Budget for market research, testing, and measurement.
• Example: An online retail chain planning a end of season sale (Big Billion Day)
campaign would allocate a substantial budget for creating festive
advertisements, securing prime-time TV ad slots, and analysing sales data during
the campaign.
 Logo and
Colour Scheme and Branding
Typography

Event Title and

Sponsorships and Sponsorships and

Discounts and
Offers:

Call to Action
(CTA)
Powered By:
• Primary Branding: When a company is described as "Powered By" a particular event or
organization, it typically signifies a higher level of involvement and primary branding. The
company's name and logo are prominently featured and associated with the event in a way that
suggests a significant role in its execution.
• Strong Association: "Powered By" indicates a strong partnership where the sponsoring company
is often deeply integrated into the event's core activities, and its contributions might extend
beyond financial support to include resources, technology, or infrastructure that drive the
event's success.
• Visibility: The company's branding and messaging are highly visible and often integrated into the
event's promotional materials, such as banners, advertisements, and official communications.
Attendees and participants are likely to associate the event with the sponsoring company.
• Exclusive Benefits: Companies with a "Powered By" status typically enjoy exclusive benefits, such
as category exclusivity, meaning they are the sole sponsor in their industry or category.
Associate Sponsor:
• Secondary Branding: An "Associate Sponsor" typically plays a supporting role in an
event or initiative. While their branding and logo are present, they are not as
prominently featured as the main or title sponsor.
• Supportive Role: Associate sponsors contribute to the event's success, but their
involvement is not as central as that of the main sponsor. They may provide financial
support, services, or products to enhance the event.
• Logo Placement: The company's logo is visible but usually appears in a secondary
position on promotional materials, banners, and advertisements. It is intended to
acknowledge their support without overshadowing the main sponsor.
• Shared Benefits: Associate sponsors share benefits with other sponsors and may not
have category exclusivity. Multiple companies in the same industry or category can be
associate sponsors.
• 5. Measurement: Measurement in advertising involves tracking and analyzing
data to determine the impact and success of the advertising campaign. It
answers questions like "Did the campaign achieve its goals?" and "How well did
it perform?"
• Key Components: Measurement includes identifying and analyzing key
performance indicators (KPIs) relevant to the campaign's objectives. These KPIs
can vary depending on the campaign's goals but often include metrics like:
• Impressions: The number of times the ad was displayed.
• Click-Through Rate (CTR): The percentage of people who clicked on the ad after seeing it.
• Conversion Rate: The percentage of users who took the desired action (e.g., made a
purchase) after interacting with the ad.
• Return on Investment (ROI): The ratio of the campaign's gains (e.g., revenue generated)
to its costs.
• Customer Engagement: Tracking likes, shares, comments, and other forms of
engagement on social media or other platforms.
Advertising Media
• Advertising media refers to the various media channels through which
advertising is done. Advertising media is used for showcasing promotional
content which are communicated in various forms such as text, speech,
images, videos using TV, radio, online, outdoor, etc.
• Basically they are channels through which companies can advertise their
products and services to reach to customers.
Types of advertising media
• Advertising media is an important domain in business and advertising. With
the passage of time, there have been several ways in which ads are being
showcased and can be communicated to customers.
• There are different types of advertising media present. Depending upon
various parameters like budget, reach and customer preferences, companies
can choose the required advertising media and help boost their brand.
• Some of the most important types of advertising media are:
1. Broadcast media
• TV and radio are two of the most important advertising media known as broadcast (announcement) media.
• There are 2 types of broadcast media which can be considered here:
• a. Television
• Televisions have become a very important tool to advertise for companies. Companies can targets serials, reality
shows, sports events, live events etc. which are showcased on TV's and understand the demographics of the
people watching the TV. TV channels are anyways classified as news, sports, knowledge, entertainment, movies,
kids etc. This helps advertisers to pick and choose the channel. Thus, TV is one of the most widely used
advertising media in the world. Advertising slots are sold by broadcasting companies and channels based in
popularity of TV shows, TRPs etc.
• b. Radio
• As a tool for marketing and advertising, radio is the most cost effective tool which a customer can have. Since
radios have high penetration and are easy for customers to buy, they are a good tool for advertising. Radios
enable companies to reach out to a wide range of customers. Since radio cater to the needs of a particular city or
region, it is a good way to advertise based on customers selected from geographic segmentation. Thus, radio is
one of the most effective tools as advertising media.
• 2. Print Media
• Advertising media like newspapers, magazines, leaflets, brochures, billboards, signages, and other print
publications come under print media. With the massive reach of print media, it became a popular tool
for advertising. Print media caters to a regional audience and is published in different languages.
• 3. Online Media
• With the consistent growth in internet era, companies have started using online media for promotion
through advertising. People are connected to the internet through social media, website browsing etc.
This gives an opportunity to companies to use this advertising media and cater to customers using online
advertising. Online ads, blogs, content advertising, e-mail marketing etc. are all done using online as an
advertising media.
• 4. Outdoor Media
• Another popular form of advertising is using outdoor hoardings, billboards, etc. Outdoor advertising it
basically useful in capturing those customers who are travelling from one place to another.
• This gives an opportunity to companies to use outdoor advertising media to create brand awareness by
putting large bill boards and hoardings above buildings, near streets etc. to give maximum visibility.
• 5. Mobile
• With the increasing interest and usage of mobile phones, mobile advertising has become a critical aspect for every
business. Mobile as an advertising media helps to reach out to customer by promoting messages through SMS, social
media chat groups etc.
• Online and mobile media are also overlapping at times as websites can be accessible both through desktop, laptop and
smartphones.
• 6. Specialty Media
• These consist of items that are given away to the consumer on which the name of the company or brand is printed so
that more people get to know about it. For example- carry bags, membership cards, free merchandise like caps or
bags, etc.
• These type of advertising media are more niche and have a narrow reach as compared to the above mentioned media.
• 7. Other forms
• Apart from the ones discussed above, advertising can be done through transit signs i.e. the small posters that we see
on trains or buses, electronic billboards, etc.
• Some ads can be advertised before the movies in cinema halls as well, where it can reach out to a large group of
similar audience in terms of demography or geography.
Media planning
Media planning is the process of determining how, when, and to what a branding or advertising message will be
delivered to the audience. A media planner analyzes how a message is intended to support a marketing or
advertising strategy and then develops tactics to share that message in the right places with the right people.
• It is an important component of the promotional strategy formulation.
• Selection of appropriate media is important not only to reach the desired target audience but also to ensure
best utilization of promotional expenditure.
• The goal of the media plan is to find a combination of media that will enable the marketer to communicate
the message in the most effective manner possible at minimum cost.
• Media planning helps in finding the most appropriate media platform to advertise the company or client’s
brand/product.
• Media planners determine when, where and how often a message should be placed. Their goal is to reach
the right audience at the right time with the right message and then stay within the designated budget.
Media Planning Process:
There are 6 steps in the Media planning process:
1. Market analysis
2. Media objectives
3. Media strategies
4. Selecting Media Mix
5. Budget and Media Buying
6. Evaluation and follow up
• 1. Market Analysis:
• Every media plan begins with the market analysis
• Complete review of internal and external factors (Market Environment) is required to be
done.
• At this stage media planner try to identify answers of the following questions:
• ▪ Who is the target audience?
• ▪ The classification of target audience helps media planner to understand the customer
consumption habit, and accordingly choose the most appropriate media or media mix.
Market Environment:
• Marketing environment is a set of internal and external factors that influence a company's activities related
to the promotion of a product. Tracking the marketing environment helps a business avoid possible threats,
make the right business decisions, develop relevant marketing campaigns, and allocate resources efficiently.
• After researching the marketing environment, entrepreneurs make well-informed business decisions,
understand customer needs and behavior, create efficient budgeting, recognize potential opportunities and
threats, and develop an effective marketing strategy.
• Since the market constantly evolves and customer demand changes, you need to explore the marketing
environment before entering the market.
 Environmental

Legal

Social
Micro environment or Internal Environment:
• The microenvironment in marketing includes factors directly related to a company's ability to
serve its customers and achieve its marketing objectives. It is controllable in nature.
• These factors are often internal to the company or closely related to the company's
operations and include customers, suppliers, competitors, intermediaries, and the public.
Macro environment or External Environment:
• Macroenvironment refers to the broader societal forces that impact a company's ability to
operate and succeed in the market. These factors are generally beyond the company's control
and can include demographic, economic, technological, political, legal, and cultural forces.
• While companies may not have control over these factors, it is crucial to monitor and adapt
to changes in the macroenvironment to remain successful. For instance, technological
advancements, changes in consumer behavior, and shifting cultural attitudes can all
significantly impact a company's marketing environment.
Micro/ internal Factors:
• Company: The Company while designing marketing strategies must take the overall
company’s divisions into account. (R&D, Purchasing, operations, finance, production etc.).
All of these interrelated groups form the internal environment. All groups should work in
harmony to provide superior customer value and relationships. The company's goals,
strategies, and resources influence its relationships with suppliers, distributors, and
customers and its ability to compete with other companies in the market.
• Suppliers: Suppliers are other business organisations and individuals who provide the
organisation with raw materials, parts, components, supplies or services required to
produce and supply products to customers. Suppliers form an important link in the
organisations overall customer value delivery system. Supplier problems can seriously
affect marketing. Marketing managers must watch supply availability—supply shortages or
delays, labor strikes, and other events can cost sales in the short run and damage
customer satisfaction in the long run.
• Intermediaries: Many organisations rely on marketing intermediaries to ensure that
their products reach the final consumer. Marketing intermediaries help the company to
promote, sell, and distribute its products to final buyers. Some organisations supply
directly to the retailer whilst others use a complex “chain” including intermediaries such
as wholesalers, agents and distributors. Marketers recognize the importance of working
with their intermediaries as partners rather than simply as channels through which they
sell their products. It must partner effectively with marketing intermediaries to optimize
the performance of the total system. Like suppliers, marketing intermediaries form an
important component of the organisation overall value delivery system.
• Competitors: Competitors can affect a company's marketing efforts by influencing its
pricing strategies, product development, and advertising campaigns. Companies that
understand their competitors' strengths and weaknesses can position themselves more
effectively in the market.
• Public: In the context of the marketing environment, "publics" refer to groups or individuals who have a
significant interest in or impact on a company's operations and marketing efforts. Publics are one of the
components of the microenvironment, and they can play a crucial role in shaping a company's reputation,
success, and decision-making. Understanding and effectively managing relationships with various publics
are essential for businesses.
• These include individuals or entities that have a financial stake in the company, such as shareholders,
investors, and financial analysts.
• Media publics encompass journalists, reporters, editors, and media outlets.
• Customers: Customers are crucial and most important actors in the organisation’s micro environment. In
a commercial environment, no customers means no business. An organisation should be concerned about
the constantly changing requirements of its customers and should keep in touch with these changing
needs by designing and implementing an appropriate information gathering system. The organisation can
only influence their decisions by offering products and services that would delight them. Thus,
identifying, anticipating and satisfying/delighting their requirements are a crucial issue for marketers.
Macro Environment
EXAMPLE:
Consider a company that sells electric cars. The marketing environment for this
company could include factors such as the growing concern for the environment
and sustainable energy (social forces), government policies and incentives for
electric vehicles (political forces), advancements in battery technology
(technological forces), competition from traditional gasoline-powered cars and
other electric car companies (competitive forces), regulations regarding
emissions and safety (legal and regulatory forces), company culture and values
that prioritize innovation and sustainability (internal factors), and the overall
economic climate and consumer spending habits (economic forces). All of these
factors would shape the company's marketing strategies and tactics in order to
reach and persuade potential customers effectively.