CONSUMER BEHAVIOR & MARKETING COMMUNICATION

(KMBN MK01)
UNIT 4

MARKETING MESSAGE

A marketing message is the words you use to communicate with your audience to convince

them to do business with you. Your message is extremely influential in helping you meet your

business goals, as it can be the difference between a new acquisition or sending a customer on

to your competitor. Because of this, you should craft your marketing message with care,

specifically for the audiences you’re trying to reach. It should also address their pain points

and present your business as a solution.

Think of it like this: if you know you want to post about a new product launch on Instagram,

how will you prove to your audience that they need to buy this new product? Your marketing

message. Essentially, no marketing message means no way to execute your strategy. When

your message speaks to their needs, you’ll build trust with your audience and inspire customer

retention. It’s worth investing time in crafting the perfect message, especially when 59% of

shoppers prefer to buy from brands they trust.

MESSAGING IN MARKETING

Messaging in marketing is how a brand communicates what customers want to know about

your brand. It goes beyond just sharing information about the product or service available; it

builds your brand identity through the “why” of your company; its mission, vision, and values.

1
Marketing messaging lets customers see your brand’s beliefs and ideas — helping the customer

make an impression of your business. This type of communication can be a decision point

between buying from just any company or buying from an authentic and engaging one instead.

Every business engaging in marketing needs a marketing message, whether you sell B2C or

B2B, software as a service (SaaS), or clothing. Let’s take a look at some brands that made clear

and enticing messaging.

Example: Zoom

Zoom is a virtual meeting tool that allows users to connect virtually. It markets to an audience

who wants to continue having fulfilling conversations, regardless of their physical location:

“Meet on Zoom. A marketplace for immersive experiences.”

All in all, these marketing messages capture attention and, in just a couple of words, explain

why Zoom’s business is the best fit to meet its audience’s needs.

MAIN FEATURES OF AN EFFECTIVE MARKETING MESSAGING

The main features of an effective marketing messaging are as follows:

(i) They are personal and human

Your messages should obviously feel like they’re written by humans and not be presented

purely as sales messages.

(ii) They are short and to-the-point

Most marketing messages can be boiled to a single sentence or slogan. Brief messages hold

readers’ attention and are ideal for social media, email subject lines and so on.

2
(iii) They put emotions and benefits above features

Again, brands should strive to make a connection with their prospects ASAP. Emotions make

it happen, while a laundry list of features and specifications don’t.

Note: communicating features is typically reserved for later in your marketing funnel after your

leads have had the time to do their homework.

(iv) They are actionable

The best marketing messages create a sense of urgency or help people imagine products in their

hands. Be specific in what you’re offering. Many brands make the mistake of trying to be

“creative” but they just end up presenting a vague message.

(v) They are memorable

Lastly, punchy messages (“Make your outfit pop” or “#DYEFORACAUSE”) are the ones

people are going to remember. This again speaks to the importance of coming up with short-

but-sweet messages that consumers can recall.

MESSAGING STRATEGY

A messaging strategy is the key to successfully marketing your business. It’s how you position

yourself, it’s your communication methods, and it influences every bit of text connected to

your business, from in-store signage and advertising to customer support emails and web copy.

Your messaging strategy helps you build brand awareness and informs your customers about

who you are as a business—and it just might be a deciding factor in whether or not they choose

to support you. So, it’s important to construct it with care: think about your overarching

message, how you want to market yourself, and how you want to develop your messaging over

time.

3
Example: Nike

Industry: Sports apparel and equipment

Location: Worldwide

Messaging strategy: Spark a desire to exercise in customers of all fitness levels, from first-

timers to serious athletes

Nike’s messaging is tough, straightforward, and motivational without being pandering. Their

most famous campaign of all time, which first launched in 1988, created one of the most

recognizable retail slogans out there. Maybe you know it?

The entire brand strategy revolves around this line. It works because “Just Do It” speaks to

everyone: it’s a no-nonsense statement, whether you’re a casual gym-goer or a professional

athlete. Nike credits their messaging strategy for helping them grow their sales worldwide by

over $8 billion from 1988 to 1998.

ESSENTIAL ELEMENTS OF A MESSAGING STRATEGY

The essential elements of a messaging strategy are as follows:

(i) Distinguishing factors

What sets your business apart? Think about the factors that distinguish you, and focus on them.

If you’re having trouble, try to think about this from the perspective of your customers. Why

should they come to your business instead of your competitors? What do you offer that makes

you unique?

It could be your impeccable customer service, your ethical business practices, your high-quality

products—the list is endless, since every company is different. Here’s a quick example:

4
M&Ms. Since 1949, their slogan has been “Melts in your mouth, not your hand.” Even though

it’s a little long for a slogan, it’s recognizable and relatable. M&Ms were born of the desire to

eat chocolate in hot climates without melting, so the unique selling point followed naturally.

Nobody likes eating messy melted chocolate. Without a unique selling point, a messaging

strategy isn’t likely to be effective. Clarify your distinguishing factors and make them a key

part of your brand.

(ii) A stated goal

What do you want to accomplish with your business? And how do you want to convey that to

your customers? “Generate profit” probably won’t cut it as a meaningful marketing objective,

unless your product is related to investments. Today’s consumers are more globally conscious

than ever, so they’re drawn to companies with a purpose. When your customers understand

your purpose and are drawn to it, it’ll ultimately benefit both them and your business.

Mozilla Firefox, for example, is the world’s third most popular internet browser and has

managed to retain this position despite its lack of backing from any major technology

corporation. (For reference, Google Chrome is number one, and Apple’s Safari is number two).

Mozilla’s company goals are clearly laid out on their website: “… to ensure the internet is a

global public resource, open and accessible to all… where individuals can shape their own

experience and are empowered, safe and independent.”

Mozilla’s emphasis on privacy and security has garnered them a devoted following: it’s a goal

that both boosts employee engagement and gives users something to believe in. Having a good

marketing report can help you get an accurate view of whether you’re hitting your marketing

goals.

5
(iii) An understanding of your target audience

Just as your customers need to understand your goal, you need to understand your customers.

Finding out as much as you can will help you to refine your messaging strategy so that it speaks

to the customers you want to reach. Defining a target audience can be tricky. But don’t start

too big—if your target is too broad, it may be hard to craft an effective messaging strategy.

Tesla is a good example of a company that started with a narrow target market. Their earliest

vehicle, the Tesla Roadster, was the first of its kind: a highway-legal mass-produced electric

car. The Roadster, which was first delivered to customers in 2008 and ceased production in

2012, wasn’t cheap. Tesla targeted wealthy individuals with a green mindset, who wanted to

drive an electric car with a luxury feel. As Tesla’s fame grew, its target audience expanded,

and it began to produce more affordable electric cars—which had been its plan all along. By

understanding its customers, Tesla was able to grow its business exponentially, and its vehicles,

such as the more affordable Model 3, are now the top-selling electric cars worldwide.

(iv) A compelling story

You have a reason for starting your business, so talk about it. The story behind a company can

help customers form an emotional connection with it. Your story should form a key part of

your messaging strategy—it’s where you came from, what you’re doing, and where you want

to go. Making your business feel personal is a great way to resonate with your target audience.

Good stories create feelings. Toms Shoes, for example, tells the story of their company’s

founder, who travelled to Argentina in 2006. While there, he witnessed intense poverty, and a

key facet of this was the lack of shoes. This inspired him “to create a for-profit business that

was sustainable and not reliant on donations.” Over the years, this story has remained a central

pillar of the company’s messaging strategy. Toms Shoes donates one pair of shoes for every

pair sold, and their current donation numbers stand at over 88 million pairs.

6
EFFECTIVE MESSAGING STRATEGIES

The effective messaging strategies are as follows:

(i) Ads using emotions

“People buy with their emotions and justify it using logic.” You probably have heard that quote

before, and it’s true that the most efficient way to get people to buy something is by appealing

to their emotions. You can use this fact to your advantage by preparing a message strategy that

capitalizes on your audience’s emotion to sell. You can create an ad that makes people develop

an emotional connection to your brand or product.

Example: Coca-Cola Happiness Machine

This ad succeeded in making the brand name associated with positivity such as smiling,

laughing, and having a good time. Coca-Cola's “Choose Happiness” campaign got their

consumers to share happy memories and feel special.

(ii) Ad using your USP

USP or Unique Selling Proposition is supposed to highlight something about your brand or

product that others cannot/do not offer. To create the messaging for this type of ad, you must

figure out what sets you apart and if that resonates with the audience.

Apifonica, for example, offers companies an all-in-one platform where they can build superb

customer communication service with SMS, voice, and social messaging.

Every product or offering “should” have a USP, how you get across to people depend on your

marketing message.

7
(iii) Ads using Brand image

Not every sale has to come from the advertising you’re offering. In fact, the best way to secure

customers and keep them with you for a long time is by creating a psychological connection

with your brand.

(iv) Ads using Positioning

Using positioning in your message is the best way to compare yourself to your competitor. We

talked a lot about positioning before; what we didn’t mention is that it needs to be believable

and unique, above all things.

Otherwise, the message will go largely ignored by your target market. Here’s some advice to

keep in mind when writing your positioning statement:

 It should be short–ideally fewer than 12 words, not counting your product or brand

name.

 It should be written in a simple language, devoid of jargons.

 Should be adaptable to different types of media.

 Should consist of one significant benefit.

 The major benefit should be supported by three or four additional claims.

 Should be unique, usable, imported, and most importantly, believable.

(v) The generic ad

The generic ad is one of the most obvious and commonly used. It focuses on selling a particular

category rather than a specific brand or product. The goal here is to educate and give the

audience something to think about; not hard sell.

8
(vi) Preemptive advertising

Pre-emptive marketing is something anyone could use and get great results from. What you

have to do? Just explain to your customers and prospects the processes upon which your

business relies. If you’re in retail, tell your customers all about the meticulous planning that

goes into picking out the product line for your store. Tell them how your employees are some

of the finest and how much they are dedicated to guaranteeing your satisfaction.

If you have a creative or manufacturing business, explain to your customers the complete

process that you follow step-by-step to ensure they are getting the absolute best. Talk about the

raw materials used and why. Tell them about the strict quality checks and brainstorming that

precedes production. None of this has to be “unique;” they just have to be real and told before

your audience hears it from somewhere else.

VARIOUS MESSAGE STRATEGIES

Various message strategies are as follows:

(i) Cognitive Strategies

A cognitive message strategy is the presentation of rational arguments or pieces of information

to consumers. These ideas require cognitive processing. When a cognitive message strategy is

used, the advertisement’s key message is about the product’s attributes or the benefits.

Customers can obtain these benefits by using the product. The goal of the cognitive message

strategy approach is to design an ad that will have an impact on a person’s beliefs and/or

knowledge structure. This can be accomplished by suggesting any one of a wide variety of

potential product benefits. Foods may be described as healthful, pleasant tasting, or low calorie.

A tool can be shown as durable, convenient, or handy to use. A drill press machine used in a

9
manufacturing operation may be portrayed as being more reliable or faster than comparable

machines on the market. Cognitive message strategies make these benefits clear to potential

customers.

There are five major forms of cognitive strategies:

(a) Generic messages

Generic messages are direct promotions of product attributes or benefits without any claim of

superiority. This type of strategy works best for a firm that is clearly the brand leader and is

the dominant company in the industry. The goal of the generic message is to make the brand

synonymous with the product category. Generic message strategies are seldom found in

business-to-business advertisements, because few firms dominate an industry to the extent of

Campbell’s or Nintendo.

One major exception is Intel, which controls 13.7% percent of the global micro-conductor

market, which is double its closest competitor, Samsung (6.7% market share). The generic

message “Intel inside” has been used for years to convey to both businesses and end users that

the processor inside is made by Intel. The Intel name is synonymous with quality. One of Intel’s

major customers is IBM. For several years IBM’s marketing team wanted to discontinue

displaying the Intel logo, because they thought it distracted from the IBM’s brand. IBM,

however, was compelled to continue to display the Intel inside logo to assure buyers that IBM

computers contain Intel microprocessors. Forcing IBM to display the Intel inside logo on

IBM’s products illustrates the power a generic message has when the firm dominates the

market. Generic message strategies can also be used to create brand awareness. The goal of the

advertiser may be to develop a cognitive linkage between a specific brand name and a product

category, such as Skechers and sporty footwear. The ad may contain very little information

10
about the product’s attributes. The intent of the ad is simply to put the brand name in a person’s

cognitive memory and cognitive map.

(b) Preemptive messages

Preemptive messages claim superiority based on a product’s specific attribute or benefit. The

idea is to prevent the competition from making the same or a similar statement. For example,

Crest toothpaste is so well-known as “the cavity fighter” that the brand preempts other

companies from making similar-sounding claims, even though all toothpastes fight cavities.

The key to effectively using a preemptive strategy is to be the first company to state the

advantage. This keeps competitors from saying the same thing. Those that do are viewed as

“me-too” brands or copycats.

(c) Unique selling proposition (USP)

A unique selling proposition is an explicit, testable claim of uniqueness or superiority that can

be supported or substantiated in some manner. Brand parity makes a unique selling proposition

more difficult to establish. Reebok claims it is the only shoe that uses DMX technology, which

provides for a better fit. Reebok can use this unique selling proposition because the company

holds patents on DMX technology. In the Bonne Bell advertisement, the company proposes a

unique selling proposition aimed at teenagers. The message that Bonne Bell Lipshade is “your

1 and only, 1 handed, sleek sweep flipstick” stresses a unique product feature

(d) Hyperbole

The hyperbole approach makes an untestable claim based upon some attribute or benefit. When

NBC claims that its Thursday night lineup is “America’s favorite night of television,” the claim

is a hyperbole. These claims do not have to be substantiated, which makes this cognitive

strategy quite popular.

11
(e) Comparative advertisement

When an advertiser directly or indirectly compares a good or service to the competition, it is

the comparative method. The advertisement may or may not mention the competitor by name.

Sometimes, an advertiser simply presents a “make-believe” competitor, giving it a name like

product X.

To provide protection from lawsuits, company leaders must be sure any claim concerning the

competition can be clearly substantiated. AT&T and MCI compare rates. VISA brags that many

merchants using the card will not accept American Express. Burger King explains the

advantages of flame broiling as opposed to frying, which McDonald’s and Wendy’s use. In the

business-to-business sector, shipping companies compare delivery times and accuracy rates.

(ii) Affective strategies

Affective strategies are a common approach to developing a strong brand name. When an

advertisement gets you to like a brand and have positive feelings for a brand, then the hope is

that you will also purchase that brand. Cognitive beliefs about the brand then follow. This

approach relies on the attitude development sequence of affective → conative →cognitive. For

some products, affective ads are an effective approach because there are no real tangible

differences among the brands. Coke and Pepsi primarily use affective message strategies. The

ads are made to evoke liking, positive emotions, and favorable feelings toward the products

and the companies who sell them.

(iii) Conative Strategies

Conative message strategies are designed to lead more directly to some type of consumer

response. They can be used to support other promotional efforts, such as coupon redemption

programs, Internet “hits” and orders, and in-store offers such as buy-one-get-one-free. The goal

of a conative advertisement is to elicit behavior. A conative strategy is present in any television

12
advertisement for music CDs that seeks to persuade viewers to call a toll-free number to

purchase the music. These ads typically encourage quick action by stating that the CD cannot

be purchased at stores and is available for only a limited time.

STEPS TO CREATING A MARKETING MESSAGE

The steps to create a marketing message are as follows:

Step 1: Identify your target market

The first step starts out by asking, “Who is my target market?”

Once you have narrowed this down then it’s easier to craft a message to that market. Every

successful business has a target market whether they know it or not. Even the local dry cleaner

has a target market, which is probably all the professional people living within a five-mile

radius of their store.

Step 2: Identify the problems that your target market experiences

The second step starts by asking, “What problems do my target market have and how does it

make them feel?”

Each market experiences its frustrations and pains. The secret to crafting a marketing message

that will make your market sit up and listen is to identify their problem and the pain and

suffering they feel as a result of that problem. Remember the old saying that goes, “People

don’t care about you, until they know you care.” Identifying your market’s pain and suffering

tells them that you understand and empathize with them.

Step 3: Present your solution to your market’s problem

The third step starts by asking, “What is the solution that I have to offer my prospect?

13
Present your solution as a simple cure for all the pain and suffering your market is feeling as a

result of their problem. This step is important in that most people won’t lift a finger unless they

feel an urgent excruciating pain. Now, identify all the benefits of your solution and how those

benefits will improve the life of your prospect and take away all their pain and anguish.

Step 4: Present the results you’ve produced for other people in the same situation

The fourth step starts by asking, “What are the results that my solution has produced?”

It’s not enough just to tell people you have a solution; you have to prove to them that your

solution works. And you can talk all day about how you solved this and that problem, but

people are skeptical and don’t automatically believe you. People will believe other people who

are similar to them that have achieved positive results. In this step you’ll need to prove your

results by giving testimonials from current and former customers and provide case studies of

actual problems that were solved and the results that were achieved.

Step 5: Explain what makes you different from your competitors

The fifth step starts by asking, “How am I different from my competitors?”

You need to communicate your differences. Prospects are looking for you to communicate your

differences. And those differences need to have perceived value to the prospect. It needs to be

something they care about.

EXECUTIONAL FRAMEWORKS USED IN ADVERTISING

An executional framework is the manner in which an ad appeal is presented. The executional

framework is chosen after an advertising appeal has been selected. The types of appeals that

are most commonly used were described, including fear, humor, sex, music, rationality,

emotions, and scarcity.

14
(i) Animation

Animation is a popular type of executional framework. In recent years, the use of animation in

advertising has dramatically increased. This is due in part to the growing sophistication of

computer graphics programs. The animation technologies available to advertising creative are

far superior to the cartoon type that was previously used. One new animation technique is called

roto-scoping. Roto-scoping is the process of digitally painting or sketching figures into live

sequences. This makes it possible to present both live actors and animated characters in the

same frame. The creative can also merge or modify various live scenes within the same frame.

Animation characters can be human, animal, or product personifications. Animation was

originally a last-resort technique for advertisers who did not have money to prepare a live

commercial. Most agencies did not hold it in high regard. Currently animation is one of the

most popular advertising techniques. Successful films such as The Incredibles and Finding

Nemo generated a great deal of interest in animation advertising. One well known product

personification is the Pillsbury Doughboy. Computer graphics technology now allows

production companies to superimpose these personifications in live scenes.

Animation is used mostly in television spots. It can be utilized in movie trailers and Internet

ads. Single shots of animated characters, such as Tony the Tiger, are also placed into print ads.

For years animation was rarely used in business-to-business advertising. Many advertising

agencies had negative views of it. Agency leaders tended to believe animation appealed to

children but not to businesspeople. These views have changed. Business ads shown on

television can now take advantage of high-quality graphics technologies to illustrate a

product’s uses with animated figures and graphics.

15
(ii) Slice-of-Life commercials

In Slice-of-Life commercials, advertisers attempt to provide solutions to the everyday problems

consumers or businesses face. This format was made famous by Procter & Gamble during the

early days of television advertising in the 1950s. The advertisements normally show the

common experiences and especially the problems people encounter. Then, the good or service

is made available to solve the problem.

The executional framework is popular because it allows the advertiser to highlight the ways a

product can meet business needs. For example, a typical business-to-business ad begins with a

routine business experience, such as a sales manager making a presentation to the board of

directors. Then, the projector being used by the salesperson does not have a clear picture. The

ad offers the solution: a projector from Sony. The presentation is made with great clarity, and

the board of directors accepts the customer’s bid for the account. As with all slice-of-life

commercials, disaster is avoided and, by using the advertised brand, a happy ending result.

Slice-of-life executional frameworks are possible in most media, including magazines or

billboards, because a single picture can depict a normal, everyday situation or problem. The

challenge is creating one image that can tell the entire story, with the product being the solution.

(iii) Dramatization

A dramatization is similar to the slice-of-life executional framework. It uses the same format

in which a problem is first presented and then a solution is offered. The difference lies in the

intensity and story format. Dramatization uses a higher level of excitement and suspense to tell

the story. A dramatization story normally builds to a crisis point. An example of a dramatization

is a recent Maytag commercial, which did not use the “lonely repairman” theme the company

had featured for decades. The ad was designed to launch a new product—the Gemini range.

Thirty- and sixty-second

16
spots featured children carrying pizzas, yelling and rushing toward a throng of adults carrying

casserole dishes. The groups run toward each other on a battlefield. The two groups are ready

to break into battle when the Maytag representative intervenes with the dual-oven range that

accommodates the needs of both groups. The commercial contains all of the critical

components of a drama execution. It tells a story in a dramatic way, leading up to a suspenseful

climax. Suddenly, the Maytag product provides a solution to the crisis. An effective and

dramatic advertisement is difficult to create, because the drama must be completed in either 30

or 60 seconds. Building a story to a climactic moment is challenging, given such a short time

period. Not all dramatic execution styles can, however, accomplish the high level of suspense

required to make them successful. It is often easier to simply produce the ad using the slice-of-

life framework.

(iv) Testimonial

The testimonial of executional framework has been successful for many years, especially in

the business-to-business and service sectors. When a customer is presented in an advertisement

talking about a positive experience with a product, it is a testimonial. In the business-to-

business sector, testimonials from current customers add credibility to the claims being made.

In many business buying situations, prospective vendors are asked for references. Testimonials

provide references in advance. Further, most buyers believe what others say about a company

more than they believe what a company says about itself.

Thus, testimonials by someone else offer greater credibility than self-proclamations.

Testimonials also are an effective method for promoting services. Services are intangible; they

cannot be seen or touched. Consumers cannot examine services before making decisions. A

testimony from a current customer is an effective method of describing the benefits or attributes

of the service. This matches the method most consumers use in selecting a service. A

17
testimonial ad for a service simulates this type of word-of-mouth recommendation. One major

reason companies choose testimonials is that they enhance company credibility.

(v) Authoritative

Authoritative when using the authoritative executional framework, the advertiser is seeking to

convince viewers that a given product is superior to other brands. One form is expert authority.

These ads employ a physician, dentist, engineer, or chemist to state the particular brand’s

advantages compared to other brands. Firms also can feature less recognized experts such as

automobile mechanics, professional house painters, nurses, or even aerobics instructors.

Advertising presents each of these as an expert or authority in a particular field. These experts

normally talk about the brand attributes that make the product superior. Many authoritative

advertisements include some type of scientific or survey evidence.

(vi) Demonstration

A Demonstration execution shows how a product works. A demonstration is an effective way

to communicate the attributes of a product to viewers. Other product benefits can be described

as the product is exhibited. For example, one recent advertisement featured a new form of dust

cloth that could be attached to a handle or used separately. The demonstration highlighted the

product’s multiple uses by cleaning a television screen, a wooden floor, a saxophone, and light

fixtures on the ceiling. Thus, consumers were being shown how to use the product while at the

same time hearing about its advantages.

(vii) Fantasy

Some products lend themselves to a fantasy-type of executional framework. Fantasy executions

are designed to lift the audience beyond the real world to a make-believe experience. Some

fantasies are meant to be realistic. Others are completely irrational. Often, the more irrational

and illogical ads are, the more clearly consumers recall them. Fantasies can deal with anything

18
from a dream vacation spot or cruise ships to a juicy hamburger or an enticing DiGiorno pizza.

One product category that frequently uses fantasy executions is the perfume and cologne

industry. In the past, the most common theme was that splashing on a certain cologne causes

women to flock to a man. For women, the reverse was suggested.

(viii) Informative

A common advertising executional framework is an informative advertisement. Informative

ads present information to the audience in a straightforward manner. Agencies prepare

informative messages extensively for radio advertisements, where only verbal communication

is possible. Informative ads are less common in television and print because consumers tend to

ignore them. With so many ads bombarding the consumer, it takes more than just the

presentation of information to capture someone’s attention. Consumers highly involved in a

particular product category pay more attention to an informational ad. Such is often the case

when business buyers are in the process of gathering information for either a new buy or

modified rebuy. On the other hand, if the business is not in the market for a particular product,

buying center members do not pay much attention to informative ads. Thus, informative ads

tend to work well only in high involvement situations

FOUR TYPES OF SOURCES OR SPOKESPERSONS THAT ARE USED BY THE

ADVERTISERS

Sources or spokespersons are the individuals who delivers an advertising message either

visually or verbally to the audience. Selection of proper sources and spokespersons is very

important for effectively designing the advertisements.

19
Four types of sources or spokespersons that are used by the advertisers are the following:

(i) Celebrities

These are the most common spokespersons in designing advertisements. Celebrities helps in

creating emotional bonds with the brands and the bond is transferred into the purchase of the

product. Celebrities also helps in establishing a brand “personality”. But, their appearances

have been declining due to the high cost of celebrity endorsements. For example- A sport shoes

making company ‘X’ features famous cricketers in the advertisements to attract the customers.

(ii) CEO Spokespersons

Advertisers also employs a CEO as a spokesperson in the advertising appeal as a famous and

affable CEO becomes a major asset for the company and its products. For example; A mobile

company ‘N’ features the CEO of the company in the advertisement to succeed in the market.

(iii) Experts

Experts’ spokespersons include physicians, lawyers, accountants, doctors and financial

planners. They provide backing for testimonials and enhance the trustworthiness of

advertisements. For example- A Mutual fund advertisement for the company ‘X’ features the

financial planners in order to enhance the reliability and make audience more aware of the

plans of mutual funds.

(iv) Typical persons

Typical persons include actors or models and actual, everyday people. Typical persons

including actual people are becoming more popular as consumers become bored by the

advertisements that endorses the celebrities. For example- A grocery store features its store

employees in the advertisement.

20
SOURCE CHARACTERISTICS

The effectiveness of an advertisement depends on the degree to which a spokesperson has one

or more of the following five characteristics.

(i) Attractiveness

Attractiveness, which consists of physical and personality characteristics.

(ii) Likability

Likability, because consumers respond more positively to spokespersons they like.

(iii) Trustworthiness

Trustworthiness, or the degree of confidence or the level of acceptance consumers place in the

spokesperson’s message.

(iv) Expertise

Expertise, because spokespersons with higher levels of expertise are more believable than

sources with low expertise.

(v) Credibility

Credibility, which is the sum of the other characteristics. Thus, it is a composite of

attractiveness, trustworthiness, likability, and expertise. Credibility affects a receiver’s

acceptance of the spokesperson and message.

Matching Source Types and Characteristics

Celebrities normally score well in terms of trustworthiness, believability, persuasiveness, and

likability. These benefits increase if the match between the product and celebrity is a logical

and proper fit. Several dangers exist in using celebrities. First, any negative publicity about the

celebrity caused by inappropriate conduct can reflect on the brands being endorsed. Second,
21
celebrities can endorse so many products that they lose their credibility. It is this potential for

negative publicity that has led some advertisers to use deceased celebrities, as what was

essentially negative likability became attached to the company and its products. Another

problem associated with celebrity endorsements is credibility. Consumers know celebrities are

paid, which detracts from their believability.

A CEO or prominent corporate official may or may not possess the characteristics of

attractiveness and likability. The individual should appear to be trustworthy, have expertise,

and maintain a degree of credibility.

Experts should be, first and foremost, credible. The ad agency should seek out an expert who

is also attractive, likable, and trustworthy. An expert who is not attractive and likable may not

be able to convince consumers that he or she can be trusted, and credibility drops as a result.

Experts are often used in business-to-business ads. The advertising agency should be certain

that the spokesperson truly is an expert, and that the individual can explain a good or service’s

benefits in terms other companies can understand.

Typical person ads are sometimes difficult to prepare, especially when real persons are used.

Typical person sources do not have the name recognition of celebrities. Consequently,

advertisers often use multiple sources within one advertisement in order to build credibility.

Real person ads are a kind of two-edged sword. On the one hand, trustworthiness and credibility

may rise when the source is bald, overweight, or has some other physical imperfections. On

the other hand, using a real person in advertisements can be difficult because they will flub

lines and look less natural on the screen.

In general, the ad agency should seek to be certain that the source or spokesperson has the

major characteristics needed for the ad.

22
ADVERTISING EFFECTIVENESS

Advertising effectiveness is the process to learn if the ads by a brand are targeting the right

audience and how successful the ads are. It helps understand if the ads have any impact on the

audience.

With ad effectiveness, you can identify the strengths and weaknesses of the marketing

campaigns. You can also learn the ROI you are gaining from the campaign. Market researchers

need to develop a research plan to conduct an ad effectiveness study.

CONDUCTING AN AD EFFECTIVENESS STUDY

It is always better to coordinate with all the teams involved in a marketing campaign to

determine when is the best time to conduct the study for your ads. The marketing Team and

creative team have the knowledge of the development and campaign launching timeframe.

There are ideally three-time frames you can conduct an ad effectiveness study for your brand.

(i) Pre-campaign

Testing before launching the campaign helps ensure that the best and most effective ad

campaign will be launched. The process of ad development varies depending on the type, TV

ads take a month while online banners are generated in weeks. Make sure you conduct the pre-

campaign testing weeks prior to the launch so you have time to analyze insight and act upon it.

(ii) During campaign

Testing days or weeks into the campaign can help you understand the impact it has on the target

audience. Insights from conducting tests during the running period of a campaign can help you

decide the length of the campaign and the further resource spend on the media.

23
(iii) Post-campaign

This includes testing the impact the ad left on the audience after the campaign. It helps the

company learn if the advertisement was successful in communicating the message and

establishing an emotional connection with the audience.

HOW TO COLLECT DATA TO STUDY FOR THE AD

The ways to collect data to study for the ad are as follows:

(i) From Audience

Online surveys and interviews are the best way to figure out how successful the ad has been.

You can ask your customers directly for their feedback on the relevance of the message and ad

likability.

Asking your customers can give you detailed insight about how impactful the ad has been

according to them. You receive the audience’s perspective about the effectiveness of the ad –

if the ad managed to influence them or drove them away from your company. You have the

opportunity to learn the reason behind their action and decision.

(ii) Digital Metrics

Ad views impression tells you the number of times the ad has been shown to your audience.

Click-through rate refers to the number of times audiences click on your ad.

Conversion rate refers to the number of times your ad leads to a sale or subscription. Earned

mention shows you the number of times your brand has been organically mentioned or linked

to by other online sites.

24
(iii) 3rd Party Cookies

A cookie is a code that has been used by companies to track and identify the user who visit the

company website.

A 3rd party cookie is used for the purpose of Ad retargeting and Behavioral advertising. When

an advertiser adds a tag to an ad page the brand can track the users who visit the page. The

brand can also track the device they used; across all the websites they visit after the visit to the

ad page.

MEASURING AD EFFECTIVENESS

For the ad effectiveness study to be fruitful you need to analyze the data you have collected.

There are four metrics you can track to measure ad effectiveness.

(i) Campaign Impact

You need to measure the impact your campaign has on your target customers. Ad recall is a

metric that measures if the audiences can recall the ad in relation to the product category and

the brand from their memory. A recall is a diagnostic measure, it helps identify what is working

and not with a particular ad. Measuring campaign impact is a way to ensure that the customers

will recall your brand at the time of purchase. There are other metrics you can measure as well

such as brand awareness, interest, purchase intent. brand image and favorability. These metrics

are also called performance measures since these metrics inform you about the performance of

campaigns in the market.

(ii) Campaign Resonance

The purpose of an effective ad is to resonate with the audience it is targeted for. If an ad

manages to establish a connection with the audience and invoke a response from them, it is

25
considered successful. To resonate with the target customers the advertisement must be – clear,

credible, and compelling. It should translate the message of the brand to the audience clearly.

The ad must influence the audience to consider the brand at the time of purchase.

(iii) Brand Fit

Your Ads must fit the image that your brand portrays. You cannot have your ads and brand

have clashing images. The marketing campaigns should be consistent with the brand elements

through and through. A coherent display of the same brand element in brand image and ad

campaign helps in building a stable brand in the market.

You need to make sure that your ads pre-launch fit the brand properly. You cannot have an

extremely serious ad campaign running for a brand selling baby apparel. That would confuse

the audience and result in a low success rate.

(iv) Brand Favorability

Ads are meant to create appeal among the audience so that customers have the brand on top of

their minds for the product category. An ad shapes the way customers perceive and think about

a brand. So, it is important that the ads promoting products and services increase the

favorability of the brand. It needs to shift the brand perception and let the customer see special

attributes of the brand that sets them apart from the competition. The ads must be designed so

that it brings out the unique quality of the brand.

MEDIA PLANNING

Media planning is the process of identifying the appropriate marketing mediums and channels

to reach the target audience, targeting the right messages, at the right time, in the right place. It

involves understanding the target audience, defining the message, and selecting the right

26
channel to reach them. In simple terms, it includes planning what media to use, which channels

to use and how much to spend to boost a company’s ROI.

OBJECTIVES OF MEDIA PLANNING

The main objective of media planning is to reach the target audience with the right message at

the right time and in the right place.

Besides this, it also aims for:

(i) Efficiency

Media planning aims to reduce costs by reaching the target audience with the right message

through the most efficient channels.

(ii) Effectiveness

It also aims to increase efficacy by ensuring that the target audience is reached with the right

frequency and at the right time.

(iii) Fulfilling long-term goals

Media planning also looks at the bigger picture and strives to achieve long-term goals such as

brand awareness and building relationships with customers.

27
COMPONENTS OF MEDIA PLANNING

A media plan has the following main components:

(i) Target Audience

The target audience refers to a defined group of consumers or businesses that are potential

customers for the business’s offering.

(ii) Message

The message is the key point the business wants to communicate to the target audience.

(iii) Channels

The channels refer to the specific touchpoints that will be used to reach the target audience.

These can include TV, radio, print, digital, etc.

(iv) Timing

The timing refers to when the message will be delivered. This includes frequency, reach, and

exposure.

(v) Budget

The budget refers to the amount of money that will be allocated to the media plan.

(vi) KPI

The KPI or key performance indicators are the metrics that will be used to measure the success

of the media plan.

FACTORS AFFECTING MEDIA PLANNING

Several factors can affect media planning, including:

28
(i) Audience demographics

The target audience’s age, gender, income, location, etc., affect the choice of media as different

channels are better suited for different demographics. For example, a younger audience is more

likely to be reached through social media.

(ii) Audience behaviour

The target audience’s browsing and buying habits affect the choice of media. For example,

someone who is always on the go is more likely to see an ad on a mobile device than someone

who is always at home.

(iii) Product type

The type of product being advertised also affects the media choice as some products are better

suited for certain channels than others. For example, a luxury product would be better

advertised on more personalised channels like Google Ads, while a mass-market product would

be better advertised on more public channels like newspapers.

(iv) Media availability

The availability of channels plays a role in media planning. For example, a renowned TV

channel might not have ad spaces during its prime time shows.

(v) Media costs

The cost of reaching a target audience affects media planning. For example, an advertisement

on television will be more expensive than advertising on the radio because television reaches

a larger audience.

29
(vi) Campaign objectives

Different objectives will affect the choice of media as different channels help achieve different

goals. For example, an objective might be to reach a large audience quickly, which would mean

using more public channels like newspapers or radio.

(vii) Competition

Other players in the market also influence the choice of media and may force the business to

use a similar strategy as theirs.

MEDIA PLANNING PROCESS

The media planning process can be broken down into the following steps:

(i) Market Analysis

The first step involves researching the market to gain insights into the target audience, their

media habits, and the business’s objectives. This involves studying existing data and

conducting focus groups, surveys, social listening etc. The audience can be classified according

to demographics, geography, psychographics, and behaviour. At the end of this step, the media

planner understands the target audience’s needs, desires, challenges, etc.

(ii) Establishing Media Objective

The market analysis results in an understanding of the potential reach, frequency and exposure.

Now, the media planner determines what they want to achieve with this campaign. For this,

they set objectives, that could be anything from increasing brand awareness to generating leads

or sales.

30
But to establish this objective, the media planner needs to determine the goal for:

(i) Reach

This is the number of people the marketing message will be in front of over a period of time.

The industry norm is to have a minimum of 80% reach in any given month.

(ii) Frequency

This is how many times each person will be exposed to the campaign on average.

(iii) Continuity

It involves the strategy of how advertising is allocated during the campaign’s course. It can be

either continuous scheduling, pulsing scheduling, or flighting scheduling.

(iv) Cost

This is the total cost of the campaign. It is broken down into two costs: CPM (cost per 1000

impressions) and CPP (the cost per person).

(v) Penetration

This is the percentage of a target audience that will be reached or who will see the message at

least once.

(iii) Media Selection

Once the objectives have been established, the next step is selecting the channels that will be

used to reach the target audience.

31
The media planner considers various factors such as:

(i) Campaign objective

The type of campaign will dictate the most appropriate channels. For example, a brand

awareness campaign might use TV, radio, and print, while a direct response campaign would

use TV, digital, and direct mail.

(ii) Audience characteristics

Some channels may appeal to some demographics more than others. For example, people are

more likely to use smartphones for online shopping rather than PCs or laptops. Also, certain

shows on cable networks may attract a younger audience compared to prime-time shows on a

network.

(iv) Budget Allocation

Once the channels are selected, the next step is to allocate a budget for each channel. The

budget is allocated to allow the marketing message to be seen by the target audience multiple

times.

(v) Message Development

The message is developed keeping in mind the target audience and the objectives of the

campaign. The developed message is clear, concise, and persuasive.

(vi) Media Buying and Scheduling

Media buying is the process of negotiating rates and placing ads with media outlets. Once

bought, media is scheduled in a way that will allow the target audience to see the marketing

message multiple times. The frequency is kept high enough so that the target audience can

remember the message but not so high that they get tired of seeing it.

32
(vii) Measurement and Evaluation

Finally, the campaign is evaluated to see how effective it was in achieving its objectives.

Various metrics can be used for this purpose:

 CPM (Cost per thousand)

This refers to the cost of each 1000 impressions.

 CPP (Cost per person)

This is the cost of each person who sees the ad.

 CPA (Cost per action)

This is the cost of each action taken, such as a sale or a lead.

 ROI (Return on investment)

This is the most important metric as it measures the profitability of the advertising campaign.

It is the total revenue generated minus the cost of the campaign and divided by the cost of the

campaign.

Media planners keep a close eye on all these metrics to see how effective their campaign is and

make necessary adjustments.

BENEFITS OF MEDIA PLANNING

Media planning isn’t just about laying out which channels to use and how much budget to

allocate. Many benefits come along with it, such as:

(i) Allocating budget efficiently

A good media plan will allocate the budget in a way that is most efficient. This means that

more people will be reached with the same amount of money.

33
(ii) Generating leads

An effective media campaign can generate leads which can be converted into customers.

(iii) Increasing brand awareness

Media planning can help increase brand awareness by reaching a larger number of people.

(iv) Improving brand image

A good media campaign can improve the brand image by showing the target audience a positive

image of the product or service.

(v) Building relationships with customers

An effective media campaign can help build relationships with customers by creating a

connection with them.

(vi) Analysing customer behaviour

Media planning can help to analyse customer behaviour and understand what they want. This

information can be used to improve the product or service.

(vii) Creating loyalty

A good media campaign can create loyalty among customers by making them feel like they are

part of a community.

CHALLENGES OF MEDIA PLANNING

Various challenges come along with media planning, such as:

(i) Budget constraints

Companies may not have the funds to allocate for an effective campaign.

34
(ii) Competing brands

Brands competing in the same market will be trying to get their message across, which can

make it difficult for a brand to stand out.

(iii) Changing trends

Trends in the media landscape are always changing, which can make it difficult to keep up.

(iv) Low attention span

People’s attention span is getting shorter, which means that a brand has less time to make an

impression.

DIFFERENT TYPES OF MEDIA AND THEIR CHARACTERISTICS

Different types of media and their characteristics are as follows:

The goal of media is to convey an advertising message to the audience through the most

appropriate media channel for their product. In general, you can classify media in three main

categories.

(i) Print Media

This type of news media used to be the only way of delivering information to the public. For

the generations of the 80s and 90s, print media was the only media of entertain. People relied

on newspapers and magazines to learn everything, from recipes and entertainment news to

important information about the country or the world. Print media includes:

 Newspapers

Newspapers printed and distributed on a daily or weekly basis. They include news related

to sports, politics, technology, science, local news, national news, international news, birth

35
 notices, as well as entertainment news related to fashion, celebrities, and movies. Today’s

parents grew up with this type of printed media.

 Magazines

Magazines printed on a weekly, monthly, quarterly, or annual basis. It contains information

about finance, food, lifestyle, fashion, sports, etc.

 Books

Books focused on a particular topic or subject, giving the reader a chance to spread their

knowledge about their favorite topic.

 Banners

Banners used to advertise a company’s services and products, hung on easily-noticed sights

to attract people’s attention.

 Billboards

Huge advertisements created with the help of computers. Their goal is to attract people

passing by.

 Brochures

Brochures a type of booklet that includes everything about one company – its products,

services, terms and conditions, contact details, address, etc. They are either distributed with

the newspapers or hand over to people. Check this article to learn more on how to ease the

brochure design process here

36
 Flyers

Flyers used mostly by small companies due to the low cost of advertising. They contain the

basic information about a company, their name, logo, service or product, and contact

information, and they are distributed in public areas.

(ii) Broadcasting Media

Broadcasting media includes videos, audios, or written content that provides important or

entertaining information shared by different methods:

 Television

Television in the past, there were a few channels sharing various types of content, whereas

now we have hundreds of TV channels to choose from. Each channel delivers a different

type of content, so you have a separate channel for news, drama, movies, sports, animation,

nature, travel, politics, cartoon, and religion. It’s the number one broadcasting media due

to its reach to the audience.

 Radio

Radio uses radio waves to transmit entertaining, informative, and educative content to the

public. Due to its high reach to the audience, radio is widely used for advertising products

and services. Radio is one of the oldest means of entertainment, and today people often

hear it to find out the weather and traffic while commuting.

 Movies

Film, motion picture, screenplay, moving picture, or movie has world-wide reachability.

It’s the best type of mass media to promote cultures and spread social awareness. Movies

have always played a huge part in the entertainment world.

37
(iii) Internet Media

Nowadays, we are relying on the Internet to get the news a lot more often than traditional news

sources. Websites provide information in the form of video, text, and audio. We can even

choose the way we want to receive the news. Types of Internet media include:

 Social networks or websites

Social networks or websites--including Facebook, Instagram, Twitter, YouTube, Tumblr,

LinkedIn, Snapchat, Quora, Reddit, Pinterest, etc. They are user-friendly and widely used

by people around the world. Although we can find any news here, they may be misleading

because of the lack of regulations on the content shared.

 Online forums

An online place where we can comment, message, or discuss a particular topic. Forums

allow us to share knowledge with other people with the same interest. That’s why it’s

regarded as the best platform to seek support and assistance.

 Podcast

A series of audios focused on a particular topic or theme. We can listen to them on a

computer or a mobile phone. It’s a platform that allows anyone to share their knowledge

and communicate with the world. You can browse some podcast hosting sites to see what

fits your needs best.

38
FACTORS AFFECTING ADVERTISING MEDIA SELECTION

The factors affecting advertising media selection are as follows:

(i) Objectives of Firm

Company’s general and advertising objectives are the prime considerations in media selection.

Those media capable to meet company’s expectations are likely to be selected. Advertising

objectives may be to inform, remind, convince, create prestige, or to increase sales and profits.

Different media have varying capacity to meet these objectives.

(ii) Costs Media and Company’s Financial Position

Media selection decision is highly influenced by media costs and firm’s ability to pay.

Company has to pay for buying space or time and preparing advertising copy fit for the media

to be selected. TV, radio, films are costly in terms of buying time and preparing advertising

copy. Print media are relatively cheaper in both space and preparation of advertising message.

Some outdoor media are quite low in cost. As per media costs and company’s financial

capacity, the appropriate media should be selected.

(iii) Reach or Number of People Exposed to The Message

It is an important criterion to choose among ad media. Reach means the number of different

people exposed to a particular medium at least once during a specified time period. Mass media

are capable to reach millions of people by just one exposure. Television has more exposure

capacity compared to outdoor media in a particular time. Local media can expose the message

to limited persons. In the same way, frequency (the number of times within a specified time

period the average person exposed to the message), and impact (the impact created on audience

by an exposure through given medium) are also key criteria to choose among advertising

39
media. Reach, frequency, and impact are important variables that determine cost-effectiveness

of various media.

(iv) Company’s Advertising Policy and Approach

Company’s advertising policy and approach determine which of the media should be selected.

For example, if company’s policy is not to spend more money for advertisement and to offer

the product at a low price, it may go for cheaper media.

(v) Type of Buyers

People to be influenced should be taken into account while selecting the media. Buyers can be

classified into various classes as discussed in market segmentation. Each medium has its

special viewers, readers, or audience. For the firm, it is important to know whether the target

groups can be exposed by the particular medium. Television is the most common medium, but

can be made more particular by selecting the special programme. Magazines are capable to

appeal particular sex, age groups, or professionals. Daily newspapers are again very general in

nature.

(vi) Condition under which Customers are Influenced

Readers’/viewers’ mood and interest determine receptivity of message. Television is the best-

fit medium to associate advertising message when people are watching or enjoying related

programmes. For example, advertising TVS Victor motorbike on television during the live

telecast of the TVS Cup One-day Series. However, it is difficult to determine mood or interest

of readers for daily newspapers. It is relatively easy to determine mood of people during a

specific programme in radio or television. In case of outdoors media, the place is very important

to judge mood of people. For example, hoardings, posters, or banner near gardens or picnic

places are more likely to be attracted.

40
(vii) Circulation/Coverage

The area covered by (or number of people exposed to) the medium is an important criterion.

Some media are capable to cover the globe while some can cover only the limited locality. For

example, the local newspapers cover limited areas, the national newspapers like The Time of

India and The Economic Times cover the whole nation. Similarly, certain magazines have

national and international circulation. And, the same is true with audio-visual and outdoor

media. As per geographical concentration of customers, the suitable media should be selected.

(viii) Repetition or Frequency

Repetition or frequency implies the number of times within specific time period an average

person is exposed to the message by specific medium. Most of the outdoor media hold the

message for relatively long time. Magazines or periodicals publish monthly or quarterly;

mostly they publish advertisements only in a particular edition. The more is the repetition of

advertising message, the more is the effect of the medium on people. Naturally, advertisement

appears frequently is more likely to read or attend than if it appears only once. However,

repetition in case of newspapers, TV, radio, etc., depends on company’s ability to pay.

(ix) Credibility and Image of Media

In case of newspapers and magazines, the factor is critical. Naturally, advertising message

appears in the reputed newspapers or magazines carry heavy impression and effect than

substandard media. People don’t trust the appeal published in the lower standard media.

Prestige of media becomes the prestige of advertiser. Firms opt for credible or prestigious

media to carry the advertising message.

41
(x) Past Experience

Company’s own past experience may be instrumental to decide on advertising media. For

example, if company has satisfactory experience of using a particular medium, there are more

chances to use the same medium and vice versa.

(xi) Experience of other Companies

Experience of other companies is one of the important considerations in media selection.

Company may try to know what other companies say about applicability and usefulness of

various media. Views of other companies must be followed with care and caution.

(xii) Expert Opinion

Marketing experts or consultants who work on professional basis can be consulted to suggest

an appropriate medium to carry the message. These experts, on the basis of analysis of market

situations in relation to products to be advertised, can recommend the suitable media. Since

they have experience and expertise in the field, they are in better position to judge the suitability

of each of the media in relation to product and company’s financial position. They charge fees

for their consultancy services.

(xiii) Type of Advertising Message

Each advertising message needs specific advertising vehicle. If a message is simple, print

media are sufficient. If a message is complicated, and the company wants to demonstrate and

explain, audio-visual media suit the needs.

Media selection is a crucial decision. It determines the cost-effectiveness of media. Failure of

advertising programme, in many cases, is attributed to use of inappropriate media. Advertiser

should consider all these factors carefully and should select the most favoured or suitable media

42
MEDIA STRATEGY

A media strategy is a type of strategy that implements the use of a particular media to achieve

advertising or marketing goals. Media strategies are frequently used in advertising campaigns

to increase brand awareness and interest in a company's products or services. However, media

strategies often don't solely center around promoting a product or service; rather, they work to

get the right message in front of the right people to draw in more of a company's target audience

both in the short term and long term. Today, many media strategies implemented by businesses

are done so on social media platforms. This is because most people spend a significant amount

of time on social media and even shop for and make purchases on these platforms.

Example

Let us take an example of a pair of jeans. Now to make the right media strategy, the company

needs to see the factors. As jeans is a product targeted to youngsters and also to other people

who prefer them, a right strategy has to be made. Hoardings, print ads in magazines along with

TV ads can reach out a lot of target groups. For reaching more specific audience, online

channels can be explored with proper messaging and positioning.

FACTORS IN DECIDING MEDIA STRATEGY

Following are the factors in devising media strategy for a company:

(i) Location

Location is all about where to launch and run the campaign. Location should be the one which

gives maximum ROI. In current scenarios, online and offline locations are both considered

while deciding a media strategy. Apart from conventional channels, even social media for

relevant locations is used.

43
(ii) Budget

For deciding the media strategy, budget is very important. Every brand wants to reach

maximum target audience using all possible channels but that is not possible as everything

costs money and we need to optimize costs and hence the budget impacts the media strategy.

(iii) Timing

Timing is an important aspect of media strategy. When to show the messaging to the customers

can make all the difference. Toothbrush or toothpaste ads may be more effective during

morning or late evening as target group might actually be about to interact with a

toothpaste/brush.

(iv) Channel

Channels and locations are quite similar in current context where online media is very relevant

but for conventional advertising and messaging, a lot of channels like

 TV

 Print

 Radio

are still very relevant and used extensively in the media strategy.

The timing of advertisement is very critical especially with respect to the seasonal products.

There is no point in airing advertisement for room heaters in summer season. It should be aired

right at the end of monsoon and beginning of winter season.

44
TYPES OF MEDIA STRATEGIES

Understanding the different types of media strategy is key when deciding which one to

implement to achieve your desired outcome. The following are the primary types of media

strategies:

(i) Media concentration strategy

A media concentration strategy is an approach that focuses only on a select few types of media

to reach a distinct target audience. Whereas some other media strategies incorporate the use of

several media types, a media concentration approach narrows down the types of media used

based on a specific target audience’s trend. For example, a company may choose to only

advertise or market on a specific social media platform rather than divvying up its resources to

market on multiple social media platforms.

This type of strategy is ideal for companies that only want to attract a particular audience rather

than a broader customer base. For example, a company that makes pool tables likely doesn't

want to market to a broad audience as many people aren't in the market for purchasing a pool

table. So, the company is more likely to use a media concentration strategy to reach a select

group of consumers the company knows is interested in purchasing this type of product.

(ii) Media dispersion strategy

A media dispersion strategy is an approach that uses a large variety of media types to reach a

broad audience. This approach is most frequently used when a company's target audience can't

be reached by marketing on only a few media platforms. A company using a media dispersion

approach may place advertisements in several different media categories such as radio, social

media, television and search engines. Using this strategy allows a business to reach a mass

audience that may or may not be interested in its goods or services.

45
(iii) Earned media strategy

An earned media strategy refers to a marketing and advertising approach that aims to gain

media or publicity organically. This is considered one of the best types of media strategies

because it requires no payment or commission and is generated by a third party. Earned media

strategies work because they increase trust in a brand or company through the promotion of

that brand or company by others or third-party credibility. For example, a customer is more

likely to purchase a product they see their favorite social media influencer using than they are

a product they see a paid ad for.

Examples of earned media include:

 Blog posts

 Social media shares

 Customer testimonials and reviews

 Social media mentions

 Newspaper and magazine articles

 Social media reposts

(iv) Paid media strategy

A paid media strategy refers to a media approach in which the company promotes its content,

services or goods through paid advertisements. These paid ads can be placed on various

platforms, including social media, TV and radio. For example, pay-per-click advertising is a

type of paid media that charges the company a small fee every time a user clicks on its ad.

Other examples of paid media include:

 Paid ad placements

 Branded content

46
 Display ads

 Influencer collaborations

Paid media often works best in tandem with other types of media strategies such as earn media.

It's a good way to attract potential customers but typically isn't used as the only media approach.

Too much paid media can have more of a negative than a positive effect on target consumers

as it can come off as pushy or forced.

(v) Owned media strategy

An owned media strategy refers to an approach in which a company uses its own media to

advertise or market its products or services. For example, posting information about an

upcoming product launch on your company's blog is a type of owned media strategy. Owned

media is any online property that is owned by the company or brand. Examples of owned media

include social media platforms, websites and blogs. Having more owned media channels allows

a company to have a larger digital footprint and reach more potential customers.

47