ADVERTISING

Advertising refers to the practice of promoting a product, service, or idea through various
forms of media in order to reach a target audience and encourage them to take some kind
of action, such as making a purchase, subscribing to a service, or changing their opinion on a
particular topic. Advertising can take many different forms, including television
commercials, radio ads, print ads, online banners, social media campaigns, and more. The
goal of advertising is to create awareness about a product, service or brand and persuade
the target audience to take some kind of action that benefits the advertiser, such as buying
a product or service, visiting a website, or signing up for a newsletter.

Advertising nature

1 Showcase the beauty: One of the easiest and most effective ways to
advertise nature is by showcasing its beauty. Using stunning images or videos
of natural landscapes or wildlife can help capture the attention of viewers and
make them appreciate the beauty of nature.

2 Highlight the benefits: Another way to advertise nature is by highlighting the

benefits it provides. For example, an advertisement could focus on the health
benefits of spending time in nature, such as reducing stress and improving
mood.

3 Educate and inform: An advertisement can also be used to educate and

inform people about nature. For example, it could focus on the importance of
conservation and protecting natural habitats.

4 Use social media: Social media platforms such as Instagram, Twitter, and
Facebook are great places to advertise nature. Using hashtags and sharing
images and videos can help reach a wider audience and encourage people to
appreciate and protect nature.

5 Collaborate with organizations: Collaborating with organizations such as

environmental groups or national parks can help promote nature and its
benefits. For example, an advertisement could feature a partnership with a
national park and encourage people to visit and explore the park.
Scopes of advertising

1 Product advertising: This type of advertising promotes a specific product or

service, highlighting its features and benefits.

2 Brand advertising: Brand advertising focuses on creating a brand image and

identity for a company, highlighting its values, mission, and unique selling
propositions.

3 Cause-related advertising: Cause-related advertising is used to promote a

social or environmental cause, often in partnership with a nonprofit
organization or charity.

4 Promotional advertising: Promotional advertising involves offering discounts,

free gifts, or other incentives to encourage customers to buy a product or
service.

5 Event advertising: Event advertising promotes a specific event, such as a

concert, festival, or sports game, to encourage attendance and generate
interest.

6 Online advertising: Online advertising includes a variety of digital marketing

strategies, such as social media ads, search engine marketing, email marketing,
and display ads.

7 Outdoor advertising: Outdoor advertising refers to ads displayed in public

spaces, such as billboards, bus shelters, or on public transportation.

8 Broadcast advertising: Broadcast advertising includes TV and radio

commercials, which can reach a wide audience but may be more expensive
than other advertising methods.

9 Print advertising: Print advertising includes ads in newspapers, magazines,

and other print publications, which can be targeted to specific audiences but
may have a smaller reach than other methods.
Method of advertising budget
1 Unit of Sales Method: This method involves allocating a certain percentage of the
expected sales revenue towards advertising. For example, a company may decide to allocate
5% of its projected sales revenue towards advertising. This method is useful when the
company has a good understanding of its sales volume and the correlation between
advertising expenditure and sales.

2 Comparative Method: This method involves looking at how much competitors are
spending on advertising and allocating a similar amount. This can help ensure that the
company is not being outspent by competitors and can remain competitive in the market.

3 Objectives Task Method: This method involves identifying specific marketing objectives
and then determining the tasks required to achieve those objectives. The advertising budget
is then allocated based on the estimated cost of completing those tasks. This method can be
useful for companies that have specific marketing goals in mind.

4 Arbitrary Allocation: This method involves allocating a fixed amount of money towards
advertising without any specific reasoning or calculation. This can be a risky approach as it
may not be based on any data or analysis.

5 Affordable Method: This method involves allocating a certain percentage of the company's
overall budget towards advertising, based on what the company can afford. This can be a
conservative approach, but it may not allow for sufficient investment in advertising.

6 Sales Response and Decay Method: This method involves analyzing the impact of previous
advertising campaigns on sales and using that information to allocate the advertising
budget. For example, if a previous campaign led to a certain percentage increase in sales,
the company may allocate a similar amount towards advertising in the future.

7 Communication Stage Method: This method involves allocating the advertising budget
based on the stage of the communication process with potential customers. For example,
more money may be allocated towards advertising during the initial awareness stage, and
less during the post-purchase evaluation stage.

8 Payout Planning Method: This method involves allocating the advertising budget based on
the expected return on investment (ROI) from the advertising campaign. The budget is then
adjusted based on the actual ROI achieved. This method can be useful for ensuring that
advertising spend is being used efficiently and effectively.
MEDIA PLANNING Media planning is the process of determining the most effective way
to reach a target audience with a specific message through various media channels. It
involves analyzing the audience demographics, psychographics, and behaviors to
understand their media consumption habits and preferences. Media planners then use this
information to select the most appropriate media channels, such as television, radio, print,
digital, social media, outdoor advertising, and other channels, to reach the target audience
with the message. They also consider factors such as reach, frequency, timing, and budget
to optimize the media plan and ensure that it achieves the desired objectives.

Factor affectng media planning

1 Target audience: The first and most important factor in media planning is the target
audience. It is important to identify the demographic characteristics, behaviors, and
preferences of the target audience to select the most appropriate media channels to reach
them.

2 Message: The nature of the message also affects media planning. The type of message, its
complexity, and the tone can influence the choice of media channels. For example, a
complex message may require a longer format, such as a TV program or a newspaper article,
while a simple message may be communicated effectively through a short TV commercial or
a social media post.

3 Budget: The budget allocated for media planning is also a crucial factor. It determines the
range and scope of media channels that can be utilized. For example, TV advertising is
generally more expensive than social media advertising, and therefore, a larger budget may
be required to run a TV campaign.

4 Competition: The competitive landscape can affect media planning. If the competition is
high, it may be necessary to use more aggressive or creative media channels to reach the
target audience effectively.

5 Media availability: The availability of media channels also affects media planning. Some
channels may not be available in certain geographic areas or may be fully booked during
certain times of the year, making it necessary to adjust the media plan accordingly.

6 Timing: The timing of the campaign is also an important factor in media planning. Certain
channels may be more effective at certain times of the day or year, such as social media
during peak usage hours or TV during prime time.

7 Media mix: The mix of media channels selected can affect the effectiveness of the
campaign. A diverse media mix can help reach a broader audience, while a focused media
mix can be more effective at reaching a specific target audience.
Steps involved in media planning
1 Review media brief: This is the starting point for media planning. The media brief typically
outlines the marketing objectives, target audience, budget, and other key information that
will guide the media planning process. Media planners review the brief to gain an
understanding of the client's needs and goals.

2 Develop media strategy: Based on the information in the media brief, media planners
develop a media strategy that outlines the overall approach to reaching the target audience.
This may involve selecting specific media channels, determining the timing and frequency of
ads, and setting overall goals for the campaign.

3 Conduct media research: Media planners conduct research to gain insights into the target
audience and the media channels they use. This may involve analyzing audience
demographics, media usage patterns, and competitor activity. The research helps inform the
media strategy and the selection of specific media channels.

4 Formulate media plan: Using the information gathered from the media brief and research,
media planners formulate a detailed media plan. This plan outlines the specific media
channels to be used, the timing and frequency of ads, and the budget allocation for each
channel. The media plan also includes metrics for measuring the effectiveness of the
campaign.

5 Analyze media plan: Media planners analyze the media plan to ensure that it aligns with
the client's objectives and budget. They also consider factors such as reach, frequency, and
cost efficiency to ensure that the plan is effective and efficient.

6 Media plan approval: Once the media plan is finalized, it is presented to the client for
approval. The client may request changes or modifications to the plan before giving final
approval.

7 Implementation: With the media plan approved, the media planning team works to
implement the campaign. This involves buying media space, creating ad content, and
managing the campaign. Throughout the implementation process, the team monitors and
evaluates the campaign to ensure that it is meeting its goals and making adjustments as
needed.