Page 243 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 13: Broadcast Media and Media Planning

by dividing the number of households tuned to a specific programme, by the total number Notes
of households owning a TV set in that area.
Radio has undergone considerable changes in the past nearly twenty-five years. It used to
be premier mass medium for audiences and advertisers.
Radio advertising is cost effective and creates a mental imagery while there is a limited
attention and lack of visual imagery.

The basic goal of media plan is to formulate a particular combination of media (media
mix) that would enable the advertiser to communicate the message successfully and
effectively to the maximum number of potential and existing customers in the target
market at the lowest cost.
Developing a media plan involves four crucial steps namely: identification of target audience
and market analysis, setting media objectives, developing and implementing media
strategy and finally, evaluation and follow up of the plan.

13.6 Keywords

Coverage: Refers to media potential
Frequency: Average no. of times audience is exposed to the media vehicle
Infomercials: Somewhat lengthy commercials shown on cable TV
Media Class: Media vehicles available to carry message to the audiences

Reach: Actual target audience exposed to the media vehicle
Retail Advertising: Used by local businesses to reach consumers
Spot Buys: Buying of local station time by national advertisers
Zapping: Changing of channels to avoid advertisements

Zipping: Forwarding ads in a recorded programme or movie

13.7 Self Assessment

State whether the following statements are true or false:
1. Television ads are cost effective because they have a mass appeal.
2. You can buy a radio slot for 12 seconds to advertise your product.

3. Index no. for a market is 105. We can say that market has good potential.
4. A major advantage of placing ads on cable television is that it reaches the near specific
target audience.

5. Radio can help reinforce images created by the television ads.
Fill in the blanks:
6. The…………………………,television time slot is said to be most sought after by the
advertisers.
7. Asian Sky Shop and Teleshopping Network programmes are examples of …………………
8. HUT is the ratio between total number of households who own a TV and
………………………………, in a given time.

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