Deciding on Media and Measuring

Effectiveness

Nehal Mistry (491)Radhika Mor (492)Nagesh Navale (493)Nikita Nigam (494)Nitesh Behani (495)Pooja Trikha (496)

Agenda

Deciding on reach frequency

and impact

Selecting media types

Alternative advertising options

Evaluating advertising

effectiveness

Deciding on reach frequency and impact

Media selection

How many exposures, E*, will

produce audience awareness A*

depends on the exposures’: Reach (R)

Frequency (F)

Impact (I)

Contd…

Total Number of Exposures (E)

E = R * F

Weighted number of

exposures(WE)

WE = R * F * I

Where,

R= reach

F= frequency

I= impact

What is Media?

Media is one of the effective

means to reach the target

audience.

e.g newspapers, TV, magazines etc

Effectiveness of media

Promotes messages that value.

Help consumer to make better

decisions.

Less time consumption.

Less money is utilize in promotion

to consumers

Very fast way of message passing.

How media works over the mindset of consumer

Cumulative effects of different media combinations

Factors in deciding media

Target audience media habits

Product characteristics

Message characteristics

Cost

Choosing Among Major Media Types

Evaluating advertising effectiveness

Communication-Effect

Research(copy testing)

Sales-Effect Research

Communication-Effect Research

Consumer feedback method

What is the main message you get from this ad?

What do you think they want you to know, believe, or do? How likely is it that this ad will influence you to undertake the implied action?

What works well in the ad and what works poorly?

How does the ad make you feel? Where is the best place to reach

you with this message?

Sales-Effect Research