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"If print generates awareness and disseminates information, television is a vehicle to build the brand with its visual and emotional appeal." Outdoor and radio work as reminder media, although outdoor advertising has been used heavily recently for creating initial awareness at the time of product launch. The internet is being used increasingly to provide detailed information, as a reminder medium, and for the interactivity and transactional facilities it offers.
Interestingly, using tools, media agencies claim, they can accurately foretell the effect of a certain advertising format in a certain media vehicle and the effectiveness of a given creative on the given target group.
Ad budget allocation is much more scientific today than it was, say, a decade-and-a-half ago. Tools are used at every stage to achieve campaign objectives and derive maximum effectiveness from the advertising.
Television:
In 2004, the ad spend on television was Rs5,428 crore (46 per cent of total ad spend in India), the highest ever as yet. The ad to content ratio varies from network to network but is mostly around 30:70. This gives ample airtime availability every day. Each channel addresses a special segment in terms of demographics, behaviour and attitude. You might think that the fragmentation has so much clutter that it has become impossible for advertisers to choose the most effective spots in which to advertise. Actually it is not. Talking about the clutter, Manish Porwal, executive director, India-west, Starcom, says, "Fragmentation is an opportunity, not a problem. If you have communication architects who know how to utilise that opportunity and put you in the right mix of vehicles and channels, you have got your audience anyway." In fact, if there were just a single publication or channel cutting across all audiences, advertising niche products on the channel would be very expensive because it would result in an over-kill since a large part of the channel's audience is not part of the target group. Smart planning at the media agency can actually help advertisers to save money. Media agencies have now begun to help clients to move their ads from the commercial breaks and into the programmes themselves. Advertisers who have smuggled themselves into programmes include SOTC, VLCC and ICICI Prudential. Top programmes like Kyunki saas bhi kabhi bahu thi on Star Plus and Jassi jaisi koi nahi on Sony have been more than happy to oblige. Print: Ever since the 24x7 news channels made their way into India homes, speculation about the viability of the print media resurfaced. Curiously, recent statistics indicate that at least the leading print publications are doing well. According to Adex India, for the first time, in 2004, print has shown a growth of 17.40 per cent, compared with TV's 13 per cent. And, if the launch of fat new newspapers is anything to go by, there is a lot of steam still left in the print business. In just two month in mid-2005, Mumbai witnessed the launch of three major newspapers - the Mumbai Mirror from the Bennett & Coleman stable, the Mumbai edition of the Hindustan Times, and the Dainik Bhaskar-Zee Television coalition's Daily News and Analysis, or DNA. Number of news channels over years Source:TAM Three sectors - education (including coaching …show more content…
Today, consumers spend more time traveling in their vehicles than ever before. That makes outdoor advertising a more powerful medium than ever. In the past 25 years, the number of vehicles on the road increased 128%. Those are the people you reach over and over with outdoor advertising.
• Outdoor reaches your audience when they need it. Outdoor advertising is often the final reminder of a brand name product or service just before the point of purchase. It is the most visible media being exposed to everyone who leaves their home to work, shop or play.
• Outdoor is efficient. No other advertising medium reaches as many people, as often, at such a low cost. When it comes to generating repeat exposure to an audience, outdoor advertising is the most cost effective per 1,000 viewers.
• Outdoor is big, bold and dynamic. Its larger-than-life proportions and endless creative options will grab and hold consumer attention.
• Outdoor offers constant repetitive exposure. Seven days a week, 31 days a month, outdoor delivers your message over and over. Your prospects have your sales message right there in front of
Interestingly, using tools, media agencies claim, they can accurately foretell the effect of a certain advertising format in a certain media vehicle and the effectiveness of a given creative on the given target group.
Ad budget allocation is much more scientific today than it was, say, a decade-and-a-half ago. Tools are used at every stage to achieve campaign objectives and derive maximum effectiveness from the advertising.
Television:
In 2004, the ad spend on television was Rs5,428 crore (46 per cent of total ad spend in India), the highest ever as yet. The ad to content ratio varies from network to network but is mostly around 30:70. This gives ample airtime availability every day. Each channel addresses a special segment in terms of demographics, behaviour and attitude. You might think that the fragmentation has so much clutter that it has become impossible for advertisers to choose the most effective spots in which to advertise. Actually it is not. Talking about the clutter, Manish Porwal, executive director, India-west, Starcom, says, "Fragmentation is an opportunity, not a problem. If you have communication architects who know how to utilise that opportunity and put you in the right mix of vehicles and channels, you have got your audience anyway." In fact, if there were just a single publication or channel cutting across all audiences, advertising niche products on the channel would be very expensive because it would result in an over-kill since a large part of the channel's audience is not part of the target group. Smart planning at the media agency can actually help advertisers to save money. Media agencies have now begun to help clients to move their ads from the commercial breaks and into the programmes themselves. Advertisers who have smuggled themselves into programmes include SOTC, VLCC and ICICI Prudential. Top programmes like Kyunki saas bhi kabhi bahu thi on Star Plus and Jassi jaisi koi nahi on Sony have been more than happy to oblige. Print: Ever since the 24x7 news channels made their way into India homes, speculation about the viability of the print media resurfaced. Curiously, recent statistics indicate that at least the leading print publications are doing well. According to Adex India, for the first time, in 2004, print has shown a growth of 17.40 per cent, compared with TV's 13 per cent. And, if the launch of fat new newspapers is anything to go by, there is a lot of steam still left in the print business. In just two month in mid-2005, Mumbai witnessed the launch of three major newspapers - the Mumbai Mirror from the Bennett & Coleman stable, the Mumbai edition of the Hindustan Times, and the Dainik Bhaskar-Zee Television coalition's Daily News and Analysis, or DNA. Number of news channels over years Source:TAM Three sectors - education (including coaching …show more content…
Today, consumers spend more time traveling in their vehicles than ever before. That makes outdoor advertising a more powerful medium than ever. In the past 25 years, the number of vehicles on the road increased 128%. Those are the people you reach over and over with outdoor advertising.
• Outdoor reaches your audience when they need it. Outdoor advertising is often the final reminder of a brand name product or service just before the point of purchase. It is the most visible media being exposed to everyone who leaves their home to work, shop or play.
• Outdoor is efficient. No other advertising medium reaches as many people, as often, at such a low cost. When it comes to generating repeat exposure to an audience, outdoor advertising is the most cost effective per 1,000 viewers.
• Outdoor is big, bold and dynamic. Its larger-than-life proportions and endless creative options will grab and hold consumer attention.
• Outdoor offers constant repetitive exposure. Seven days a week, 31 days a month, outdoor delivers your message over and over. Your prospects have your sales message right there in front of