Page 221 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 12: Media Planning and Strategy

Notes
He further stated, "The idea was to showcase the new team and new players of Mumbai
Indians and to create buzz around it. We are the first IPL team to advertise through this
medium."
The company briefed the agency to cover Mumbai, execute some innovations and introduce
the new team of Mumbai Indians to the city.
Neeta Gulati, director, Alakh Advertising & Publicity, said, "The client wanted to get as
much support for the local team as we could get. Maximum reach was planned and all
types of media taken to get maximum support. The team spirit was aroused by painting
trains getting shelters and hoardings as a mix.
To be present every in Mumbai and going in line with the stated objective of the client, the
agency has used hoardings, bus-shelters, train painting and double decker bus wraps.

This campaign is another demonstration of the fact that outdoor advertising delivers
extremely high value for localised campaigns that are targeted at an audience within a
limited geographical spread.
Question
What can be possible benefits of such an initiative to the brand Mumbai Indians?

Source: www.network2media.com

12.3 Summary

TV presented a combination of some very desirable characteristics, not offered by any
other media, and became a primary source of entertainment, news, and other types of
information for a very large number of people.

Print media has successfully met the challenge posed by television because it has certain
advantages not offered by broadcast media. In spite of tremendous popularity of TV as an
advertising medium, newspapers and magazines command a position of significance
among advertisers.
Newspapers are the major form of print media, and the largest of all advertising media.
Newspapers are quite important to national advertisers, and an especially important
advertising medium to local advertisers.
National, Daily/regional and special audience newspapers from the types of newspaper
media. There are different types of newspaper advertising like classifieds, display ads and
special inserts.
Newspapers have a greater coverage, flexibility, penetration and reader involvement.
However, it also suffers from few limitations like limited selectivity, limited life span and
poor reproduction quality.
The media planner must understand the size and nature of the audience reached by a
newspaper in evaluating its suitability for a particular campaign.
Magazines are considered as the most specialized of all the advertising media. The magazine
industry has often been described as "survival of the discriminating." The number of
magazines has increased steadily to serve the educational, informational, entertainment
and other specialized needs of consumers, business, and industry.

Consumer magazines represent the major part of the magazine industry and attract the
largest share of total money spent in magazine advertising. This group of magazines is

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