Page 219 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 12: Media Planning and Strategy

Notes
According to the study, 62.6 per cent women profiled said that they were sometimes
influenced by print media ads for their garment purchase decisions, 13.1 per cent were
"often influenced" and only 22.2 per cent were never influenced by print ads. And here is
a reality check for the electronic media. As many as 32.3 per cent respondents said that
they were never influenced by TV ads. Also, over 60 per cent of the respondents profiled
said that they never took notice of television soaps and celebrities. At par with the print
media ads was the influence of point of purchase (PoP) ads, seasonal discount sales, and
other below-the-line promotions by brands and retailers. Up to 8.1 per cent working
women said that communication such as this always influenced their purchase decisions,
while 26.3 per cent said were often influenced. The study added that salwar-kameez is the
most preferred attire for the workplace, Allen Solly is the leader in formal shirts, Benetton
leads among T-shirts, Scullers is the favourite brand in trousers, and Levi's the most
popular jeans. The career profiles of the respondents, between 21 and 45, ranged from top-
level professionals to entry-level executives. The monthly income of the respondents
ranged from 10,000 to over 1 lakh.
According to the study, the country's apparel market is estimated to be worth 49,300
crore, growing at about 13 per cent annually. Womenswear constitutes roughly 37.5 per
cent of this market, which includes the 8,232-crore saris market, the 4,423-crore market
for ethnic wear, and the 738-crore market for western wear. Besides, a sizeable market
exists for jeans, lingerie and intimate apparel. A large part of this market remains unbranded.

Source: thehindubusinessline.com

12.2 Out of Home Media

Outdoor advertising is usually used as a supportive medium by most national advertisers and
includes billboards, hoarding, posters, wall paintings, and transit advertising, etc. Outdoor
advertising can generate considerable reach and frequency levels at a fraction of the cost of
mainstream media.
Advantages and Limitations

Outdoor medium combines high levels of reach and frequency at low CPM costs, and a colorful
presentation of products to audiences already in the marketplace. It offers the advertisers the
last opportunity to remind and influence the consumer prior to purchase.
The audience of outdoor advertising doesn't have to spend either the money or the effort to see
the ad. They are there, inviting anyone and everyone to come and see them, not just once but
repeatedly as long as they are there.
1. Audience Delivery: Outdoor advertising maximises both reach and frequency. It is estimated
that with proper placement, a moderate outdoor campaign reaches 75% adults in a market
at a minimum of 15 times in a 30-day period. This level of exposure is beyond any other
medium. The sheer size of outdoor ad makes it noticeable.
2. Geographic Flexibility: Outdoor advertising is highly flexible and can be placed almost
anywhere the law permits. It can be placed near stores, on buildings, along city roads, on
mobile billboards, and highways etc. Outdoor can conveniently cover local, regional, or
national markets.

3. Continuity: Outdoor advertising provides 24-hour coverage and cannot be turned off or
ignored like any other media. Exposure to outdoor media is not dependent on audience
habits, there is no zapping or zipping; it cannot be put aside or left unopened. The outdoor
ad message is always working for the advertiser.

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