The Media Market, Media Maximizing and its impact

Introduction

In the market of UK there are various forms channels like Cinema, Internet, Mobile, TV, Radios, Public relations, Social Media, Press media, Radio, etc. Along with these form of media, the new form of media are coming with new items but amongst these the online media are becoming the most strongest form thus there are a number of people are diverting to these media and the other traditional form of media like TV, Radio, Press media are loosing audiences. In this regard the audience measurement is becoming complicated. However the impact of media maximizing regarding (Impact of Media Modalities and Formats) is so responsive as there are different form audiences with different personality thus there maximization just increase the competitiveness as well as the expenditure is increasing in this response. The methods of GRP or TVR are the very all form of rating to set the standard of practice regarding to media channel to perform on which basis. The financial results of advertising as well as the cost analysis of the media is to promote a product regarding the perspective of highest frequency to capture to reach maximum number of people by a media frequency deal with the mechanism of viewers or audience

The Media Market and its impact (Impact of Media Modalities and Formats)

Advertising and promotion are the very effective tool to reach the customer within a very short time and the expenditure regarding the advertising and promotion the media have well-funded as it is the most effective form. Thus the expenditure represents one of the largest and most conspicuous lines of company expenditure to promote the product and the impact of it along with the maximizing media impact through the collaboration of different channel help to reach the customer. The methods of GRP or TVR are the very all form of rating to set the standard of practice regarding to media channel to perform on which basis. The financial results of advertising as well as the cost analysis of the media is to promote a product regarding the perspective of highest frequency to capture to reach maximum number of people by a media frequency deal with the mechanism of viewers or audience. In the market of UK there are various forms channels like Cinema, Internet, Mobile, TV, Radios, Public relations, Social Media, Press media, Radio, etc. All these media channel have their targeted audience or viewers in response to reach them within a very short time to capture the highest frequency. According to the frequency of audience reach in how many times and how many viewers are there on the OTS-Opportunity to See those measures the maximizing media impact.

Background of the study (Impact of Media Modalities and Formats)

The UK media market continues to increase elaborately in different form in sophistication to be more competitive within the area of complexity and competitiveness. The attitude of the people and the tastes of the people along with the behaviour manner all are changing with the up gradation of the technology. Changing social behaviours are the great impact to the maximization of media to the specified target audiences by the introduction of different form of media channels. Once it was the media of TV and press media. Now, the time is changed. People are more active in social media as a result those TV and Press as well radio media are coming with different form of strategies to capture the high frequency as they can reach more people as it is measure by how many number of people mare viewing which channel in how many times to get the feedback from GRP. To the aspect of the combination with the huge acceptance of consumer choice in media maximization may calculate the cost of running those channels by considering the fragmentation of mass audiences. The cost associated with the audience measurement are defined how many people are observing the particular channel in how many times. In the market of UK there are various forms channels like Cinema, Internet, Mobile, TV, Radios, Public relations, Social Media, Press media, Radio, etc. Along with these form of media, the new form of media are coming with new items but amongst these the online media are becoming the most strongest form thus there are a number of people are diverting to these media and the other traditional form of media like TV, Radio, Press media are loosing audiences. In this regard the audience measurement is becoming complicated. However the impact of media maximizing so responsive as there are different form audiences with different personality thus there maximization just increase the competitiveness as well as the expenditure is increasing in this response. Thus the empirical strengths and weaknesses of different form of media are within the extended or maximized marketplaces that have a number of limitations or difficulties to the competitive market.

Purpose of the Study (Impact of Media Modalities and Formats)

The purpose of the study to reflect the media responses to the different form of media channels and along with this the purpose of the study is to focus on the relationship among the target population to reach by the number of channels to explore the number of target audiences are involved with how many channels to observe how many times in a week. The purpose of the study to explore the weekly spends by the media to reach the target audiences and which media are spending how much amount in which strategy to reach the target audiences. There should be included to identify and measure the cost of maximising to reach by one media channel at a time through a specified frequency in a week by using which media as it could be Cinema, Internet, Mobile, TV, Radios, Public relations, Social Media, Press media, or Radio. It will be focused on the development of the method of calculating to reach highest target audiences across all media channels used at a specified frequency.

Analyse the theoretical concept of the study (Impact of Media Modalities and Formats)

The theoretical concept of maximizing media to reach the target audience is clarify the prospective issue to show the relationship between the target population reach by the media in how many times in a week. The criteria of audiences measurement is evaluated by the method of GRP and TVS. These two methods can define how many people are watching which media in a week in how many times. Moreover, along with this audience measure the cost of the media is interrelated to set the driving force to measure the analysis by the number of media channels like Cinema, Internet, Mobile, TV, Radios, Public relations, Social Media, Press media, Radio etc. Moreover, For each media channel, there are different form of strategies to reach the target audiences with the set of frequency in the dimension of 3+ media channels or 5+ media channels. As a result, the media planners who basically involved with the media maximization will have a good estimate to set the target audiences that can possibly be reached whereas more funding is required to for the maximum coverage of the channel to achieve the actual reach responses from the target audiences because in this area funding is not unlimited.

Synthesize and critically analyse the literature (Impact of Media Modalities and Formats)

The criteria of audiences measurement is evaluated by the method of GRP and TVS. These two methods can define how many people are watching which media in a week in how many times. Moreover, along with this audience measure the cost of the media is interrelated to set the driving force to measure the analysis by the number of media channels like Cinema, Internet, Mobile, TV, Radios, Public relations, Social Media, Press media, Radio etc. Moreover, For each media channel, there are different form of strategies to reach the target audiences with the set of frequency in the dimension of 3+ media channels or 5+ media channels.

Hypothesis (Impact of Media Modalities and Formats)

To calculate the cost of running those channels like Cinema, Internet, Mobile, TV, Radios, Public relations, Social Media, Press media, Radio, etc. by considering the fragmentation of mass audiences. The cost associated with the audience measurement are defined how many people are observing the particular channel in how many times. In the market of UK there are various forms channels like Cinema, Internet, Mobile, TV, Radios, Public relations, Social Media, Press media, Radio, etc. Along with these form of media, the new form of media are coming with new items but amongst these the online media are becoming the most strongest form thus there are a number of people are diverting to these media and the other traditional form of media like TV, Radio, Press media are loosing audiences. In this regard the audience measurement is becoming complicated. However the impact of media maximizing so responsive as there are different form audiences with different personality thus there maximization just increase the competitiveness as well as the expenditure is increasing in this response. Thus different form of media within the competitive marketplace has so many strengths, weakness, threats, opportunities and limitations to the competitive market.

The following equation will be used for further analysis:

Q = Qmax [(1-exp (-A/S)].

Literature Review of the Media Maximization Impact

- Historical background of the study (Impact of Media Modalities and Formats)

The prospective of media is not set a high quality of standard in a day. And the different form of media is elaborated with the expansion of time in different terms, different shapes, in deferent ideas or different phenomenon. The media is a diversified collection of different channels like Cinema, Internet, Mobile, TV, Radios, Public relations, Social Media, Press media, Radio etc that can reach a large number of audiences via mass communication. There are so much differentiation to the use of strategies to reach the mass people including the variation in the use of technology through which this media with different channels take place include a variety of outlets. The prospective of Broadcast media to share or view the in the form transmit information electronically in the means of broadcasting film, dramas, music, talk shows, news update etc. and the same means is similar to the activities of radio to reach the target people. The most dynamic form of media in recent time the digital media named as online media having the mass communication through mobile or computer by the connection of internet with the service of email, websites, social media sites, and Internet-based radio and television. The press media are also the active media channel to reach the target audience by sharing new, information and publishing different advertisement. But the major phenomenon of these media is the fund requirement to set the costing to reach the target audience.

Present Phenomenon of media to reach target audience

To reach the target audience within the maximizing media arena where too much competition is occurred require strategic plan to face the current competitive media market. It is required to understand selling points by the way of analysing existing audience and concentrating on potential audience’s tom know the mass people choices and tastes.

It is requiring to set aside resources for primary research to justify the assumptions to face the challenges, evaluate the consumer research and listen to customers. Later it is required to analyse the competitor along with the approaches of them to compete in the market. Besides this, it is required to identify the competitors, discover their audiences, and observe their way of success and major challenges they have taken to reach the customer. From the audience point of view, it is required to create an audience profile which includes the clear understanding of the audience profile about their tastes and choices by the help different survey. The data collection for this survey should be practical and authentic. As mass people are too much involved in social media, there should have a platform for the marketing people to reach their target people by sharing news or proper interaction with hem with regular update.

Technical Analysis

- Market Analysis (Impact of Media Modalities and Formats)

The UK media market continues to increase elaborately in different form in sophistication to be more competitive within the area of complexity and competitiveness. The attitude of the people and the tastes of the people along with the behaviour manner all are changing with the up gradation of the technology. Changing social behaviours are the great impact to the maximization of media to the specified target audiences by the introduction of different form of media channels. Once it was the media of TV and press media. Now, the time is changed. People are more active in social media as a result those TV and Press as well radio media are coming with different form of strategies to capture the high frequency as they can reach more people as it is measure by how many number of people mare viewing which channel in how many times to get the feedback from GRP. The consumer choice in media maximization may be helpful to analyse the media market by considering the fragmentation of mass audiences. The cost associated with the audience measurement are defined how many people are observing the particular channel in how many times. In the market of UK (Impact of Media Modalities and Formats) there are various forms channels like Cinema, Internet, Mobile, TV, Radios, Public relations, Social Media, Press media, Radio, etc. Along with these form of media, the new form of media are coming with new items but amongst these the online media are becoming the most strongest form thus there are a number of people are diverting to these media and the other traditional form of media like TV, Radio, Press media are losing audiences. In this regard the audience measurement is becoming complicated. However the impact of media maximizing so responsive as there are different form audiences with different personality thus there maximization just increase the competitiveness as well as the expenditure is increasing in this response. Thus the empirical strengths and weaknesses of different form of media within the marketplace have a number of limitations to the competitive market.

Promotional Analysis (Impact of Media Modalities and Formats)

Without promotion there is no value of the product. Promotion is considered as the very important component in the context of the marketing mix. Promotion can upraise the brand value as well as brand recognition. Promotion can increase the sales. Promotion can penetrate the market. In the context of the promotion the advertising of a product comes forward. Advertising of the product describes the product features. It covers communication between the producer and customer. Customer can know about a product from the aspect of advertising. Electronic media, Print Media, Online Media, Social Media are the common forms of promotion. But bow a day’s social media has become the most important stage to promote a product. All these are paid form of promotion. Public relations is also the another form of promotion and it is the non-paid from of promotion. One delivery or share the name of the product. On the other hand, exhibitions, sponsorship, seminars, conferences, and events are another form of promotion methodology. Word of mouth is the other forms of promotion.

Online publicity is the form of publicity to attract the customer by the means of online support like Facebook, twitter etc. SMS Publicity is the form of publicity to transfer product news and offers to the existing mobile users by the particular telecommunication network. Print Publicity is the form of publicity with the help of newspaper to attract the customer by displaying the advertisement in the newspaper by giving the product features or the product offers. Electronic Media Publicity is the form of publicity with the use of Television media where advertisements are broadcasted to attract the customer with the product offers, views and news of the product. Outdoor Publicity is the form of publicity used as the form of fieldwork or the form of campaign as street shows by the means of singing or doing drama to promote as well as do the publicity of the product. Celebrity Publicity is the form of publicity that is widely used by different large organization to show their brand value in the market as the customer can understand the brand value and they know if the customer are focused on the issue of using the product by an big celebrity then it will work greatly to attract the customer.

There are so many approaches for publicity ways of advertising in which female customers are considered for special cases. To attract the female customer celebrity endorsement play a vital role.

Celebrity endorsements are the form of publicity that actually more influenced to the behaviour of the female consumer. Female customers have the tendency to follow the style, the fashion and the trend of fashion of the celebrity. Thus the endorsement of the celebrity becomes a great weapons as well as tools to get the response to the market from the female consumer who are eagerly as well as highly tried to buy the product. The face value or the personality value along with the brand value takes a special corner to the mind of the celebrity endorsement. The popularity of this advertising strategy is so far ubiquitous marketing as well as modern advertising feature of modern day marketing. The dimension to use the application of the endorsement of the celebrity endorsement could be more special one to reach the target people as well as to increase the female customer attentiveness as they have a love and passion to the glamour world. As a result, it has more glamour value to the aspect of celebrity endorsement which makes the way of publicity policy in the area of media maximization to more memorable and credible to attract the female customer.

Online customer reviews are type feedback marketing to get the response of the customer. Customer like the female customers prefer to get the review result about a product those help them to take the decision. After going through the platform of online product review the customer set their mind about the product to get it there are positive feedbacks about the product. If she is satisfied from the review then she decides to purchase the product. If there are negative reviews she just avoid it and tell other about it. Positive review is also shared by them to their friends, families, colleges and others. Online reviews thoroughly provide product information with the recommendation as well as rating of the product from the different customer who had already used the product and be benefitted or not through sharing their views, opinions and experiences about the product in response to the quality of the product.

Print Media Advertising is the dimension of advertising to attract mass people. Electronic Media Advertising is also the dimension of advertising to attract the mass people. Internet Advertising is the dimension of advertising to attract the youth generation or who passed most of the day in the internet. Social Media Advertising is the dimension of advertising to attract the customer who are active in facebook, twitter etc. Website Advertising is the dimension of advertising to attract the customer who visit different website. FM Radio Advertising is the dimension of advertising to attract the customer who listen FM regularly.

Advertising affects the maximization of media impact to the children’s food preferences and promotes children’s spending behaviour in different ways. Children are also the concentration part for the producer in the maximization of media impact to attract the children to their product and the mechanism in the maximization of media impact that they applied to attract the customer. In the context of the children behaviour with the maximization of media impact to the area of which will attract them as the parents are loved to buy the product to their child.

It is tendency of the producer in the maximization of media impact to attract the children toward their product through advertising food products with different feature attaching some important information as they are delivered the message in the advertisement to the maximization of media impact as the food is more tasty and unhealthy. And they are successful when they can make believe to parents about the products those are more healthy and nutritious.

The factor of motivational responsiveness about the food delivering the speech that the food is tasty and it is worked as the motivational aspect to penetrate to the mind of food lovers to take the test of it. The state of mind could be pre assumed by the marketing people to reach the maximum coverage. , Moreover, psychological aspect plays a vital responses to reach the customer by reading as well as studying the customer mind and customer preferences to the exposure of advertising for buying the product while the message is delivered to the memory of the audience that penetrate to the feelings and emotions to purchase the product and increase the possibility to purchase the product.

Impact of media modalities and formats

Figure: Promotional Media

Marketing Mix Analysis (Impact of Media Modalities and Formats)

Product

In the context of the marketing mix mechanism (Impact of Media Modalities and Formats) Product is the most vital part. A product is the item of use that is produced by the producer according to demand of the consumer needs and demand to satisfy the consumer needs or for the specific groups. In the context product mix it is not necessary that the product will be only the tangible product but the marketing mix concept also allowed the product could be the intangible also. Because with the context of product the service is related this can be termed as the intangible context. The product is not produced within a short time. There are too many research and studies occurred behind the product development which is called the product development phase. There should have a market survey to find out the aspect of whether the product is demanded in the market or not, that is also the important task in the product development phase. Though there is a product life cycle in the marketing concept which is most lucrative to the product development phase. There need an extensive research on the context of the product life cycle that which product is producing and what is the durability of the product according to the demand and acceptance of the product. With the extension of growth, maturity, decline phase the product life cycle define the different stages of the product and according to which the product is designed. This is the job responsibility of the marketing people as the marketer to create as well as design the right and correct marketing mix in response to the product mix. It is always recommended to expand the current product mix by the diversification of the product diversification and increasing the product depth. Another issue is related to the product mix concept that is to keep the quality of the product up to the marks as the satisfaction of the customer can be achieved the product of the company. For developing the right product for the current and potential customer then it should be considered more importantly this product guideline is relevant to the Costa coffee product development.

Pricing

The payment for the consumption of the product is defined by the pricing methodology. That means price is the amount that has to be paid by the customer to buy the product. In the context of marketing mix, the pricing methodology is very necessary component determines the profit or loss of an organization by selling the product. So, to determine the profit or loss of the company from the sell of the product is necessary to having a proper pricing methodology. Pricing has a big impact on by defining the pricing methodology to set the price for the entire marketing strategy. On the other hand the pricing methodology imposes a great impact on affecting the sales and creating the market mechanism by the demand of the product. Pricing methodology (Impact of Media Modalities and Formats) in the marketing mix context is called touch area which can influence the whole company if there is any error occurred in the pricing strategy by observing as well as setting the target market where the customer will be willing to pay a high price if the product has the value to the customer. Pricing always help to create the perception among the customer inherent mind that the product is valued or not. It is always not necessary the lower priced product will attract the customer but the higher priced product may attract the product. Actually it differs to customer to customer, customer mind to mind. And it is focal of the pricing strategy to read the perception of the customer according to their mind set and if it is done successfully then it may entail to have the success pricing methodology set up that will keep the company in the focus of the customer. That is why, it called, and pricing of a product is the huge competitive issue in the competitive market. When setting the product price it should keep in mind of the marketing people that the perception variation must play a vital role in setting the price for a product. As a result, it is the common guideline to the marketer to consider the value like perceives value of the product according to product offers. The following are the major pricing strategies:

Neutral pricing
Market penetration pricing
Market skimming pricing

Place

There is a general talking regarding the place of the product. These are- Place is required for the distribution of the product. Place is required for the selling of the product. Place is required for the outlay of the product. Place is required for the display of the product. Place is required for the promotion of the product. So, placement is the very important topics in the context of the marketing Mix. A company has the position or place to distribute the product it means he has the opportunity to display the product, to sell the product, to outline the product, to promote the product, and to distribute the product. Above all the circumstances the place is also required to attract the customer. Now come to the point, a company has the place to sell product but there is limited access or the customer has to get trouble to go there or the point of place is totally unknown to all, then everything will be vain even the company has the place to sell the product but it is not attracting the customer.

The marketing people should have depth knowledge in the selection of place and should have the deep understanding for target market as well as target customer as it may become easy to attract the customer. Based the placement consideration the product future will be assumed and it will help to get the better understanding in the concept of designing the efficient positioning and distribution channels. There following are major placement or distribution strategies:

Selective distribution
Exclusive distribution
Franchising
Intensive distribution

Promotion

Assumptions for Maximizing Media Impact (Impact of Media Modalities and Formats)

There are relationship between marketing investment and sales revenue.
Advertising will not be stopped to the media and continue for long and long period.
Advertising spend volume of leads to the media exposure
The components media activity work best or worst it depends.
Additional sales come from the media contribution.
Effective branding of media channels is applicable to the promotional purpose.
The media generates the greatest effect and efficiency.
The capacity of media channel is so vast.
There are optimal marketing investments to achieve my market share goals
There should have the brand versus immediate ROI trade-off relationships.
There are relationships between pricing and promotion.
The media channels must have target audiences.
It has optimal media spend by media channel, by region, in order to maximise leads or sales given a fixed spend.
There are different media strategies by considering the market conditions, competitor activity, and brand strength and media exposure.

3.5 Measuring Exposure to Advertising

For each different form of advertising we required a suitable measure of the exposed population in order to quantify the response driven by that exposure. There are a variety of potential measures of exposure that are used to measure media response. These include:

Spend – The amount outlaid to the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily by the advertiser by media channel;

Opportunities to see/hear – The potential audience for the media to the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Impacts – The number of audience to the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily with the ‘hits’ for the media;

Reach – The number of unique audience ‘to the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily with hits’ for the media;

Frequency – The average number to the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily with the ‘hits’ per audience member for the media.

Television

City – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Television network – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Company – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Product/Campaign – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Duration of advertisement – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Day of week – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Date – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Time – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Program – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Content classification – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Number of advertisements in break – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Position of advertisement in break – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Position of break in program – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Position of advertisement relative to network promotions – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

RADIO

We collated summarised details of MortgageCo’s weekly radio advertising schedule. This included:

City – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Station – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Genre – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Network – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

OOH

We collated weekly summarised data covering advertisements lodged in community newspapers Australia-wide. This covered:

Publication – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Number of advertisements – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Each competitor we collated details of every print advertisement run in every national, metropolitan and regional magazine.

Publication – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Company – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Product/Campaign – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Press

Each competitor we collated details of every print advertisement run in every national, metropolitan and regional newspaper. This covered:

Publication – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Product/Campaign – To the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily

Against each publication we overlaid distribution and readership details to determine an exposed population.

Cinema

Develop and express the scenario of the society and provide information from the ethical point of view that explores the picture of the society.

Cinema affects the maximization of media impact to the preferences and promotes values, thoughts, behaviour in different ways. Cinemas are also the concentration part for the producer in the maximization of media impact to attract the mass people as well as share a ethical though by their product and the mechanism in the maximization of media impact that they applied to attract the customer. In the context of the cinema with the maximization of media impact to the area of which will attract them to vast audiences which is penetrating.

It is tendency of the cinema producer in the maximization of media impact to attract the mass people toward their product through advertising of products with different feature attaching some important information as they are delivered the message in the advertisement to the maximization of media impact as the news or ethical thought is important for social life as well as personal life. . And they are successful when they can make believe to audiences and viewers about the products those are highly proclaimed to accept.

The factor of motivational responsiveness about the cinema delivering the speech by the hero and heroine that the product is good as the motivational aspect to penetrate to the mind of cinema lovers to take information as process of learning. The state of mind could be pre assumed by the marketing people to reach the maximum coverage. Moreover, psychological aspect plays a vital responses to reach the customer by reading as well as studying the customer mind and customer preferences to the exposure of advertising for buying the product while the message is delivered to the memory of the audience that penetrate to the feelings and emotions to purchase the product and increase the possibility to purchase the product with the cinema media.

Internet information

Methodology of the marketing research on the product publicity in the context of the consumer item of having online customer reviews to get the proper feedback. It is the methodology of electronic publicity in the context of the consumer item. In this regard, customer specially the female customer prefer the online review system as they can choose the product by observing the feedback given by the existing user of the product and when she is satisfied in the context of the consumer item from the review then she go for purchase. Now days, the online review is also becoming helpful for the male customer also. Online reviews basically provide product information in the context of the consumer item where so many recommendation about the product are updated from the different existing customer who had already used the product in the context of the consumer item and be benefitted in the context of the consumer item or sharing their views, opinions and experiences whether the product is good or bad in response to the quality of the product. By the online review system, the marketing people also get the information regarding the product in the context of the consumer item to develop the product, or to increase the quality of the product, doing research and development of the product, doing the product development policy, product distribution policy, doing the product publicity for getting good feedback from the customer.

Procedural Analysis (Impact of Media Modalities and Formats)

4.1 Explore the relationship between the proportion of the target population that are reached exactly n times during a week by one media channel and the amount spent in the week.

By using excel in response to the given data, we got the followings:

Audience	Population (million)
ABC 1 Adults	26.2
Adults	49.3
Adults 16-34	14.8
Children	8.6
Housewives with Children	6.7
Men 16-34	7.5
	113.1

Using TV as an Example
Frequency	GRP	Target Population	Reach	Reach Percentage
1	2000	113.1	2000	17.68
2	2000	113.1	1000	8.84
3	2000	113.1	666.6667	5.89
4	2000	113.1	500	4.42
5	2000	113.1	400	3.54

Using TV as an example: GRP for TV £2000

Reach = (GRP/Frequency)

At frequency of 1, Reach = (2000/1) = 2000 Reach

Reach percentage = (Reach/Population) = (2000/113.1) = 17.68%

At frequency of 2, Reach = (2000/2) = 1000 Reach

Reach percentage = (Reach/Population) = (1000/113.1) = 8.84%

At frequency of 3, Reach = (2000/3) = 666.67 Reach

Reach percentage = (Reach/Population) = (666.67/113.1) = 5.89%

At frequency of 4, Reach = (2000/4) = 500 Reach

Reach percentage = (Reach/Population) = (500/113.1) = 4.42%

At frequency of 5, Reach = (2000/5) = 400 Reach

Reach percentage = (Reach/Population) = (400/113.1) = 3.54%

So, the relationship between the proportion of the target population reach and the amount spent in the week will be positive because there is cost involved to the reach of target population by using different tools of media policy.

4.2 Using TV as an example, chart the proportion of the target population reached as a function of the weekly spend for frequencies of 1 and above (1+), 2 and above (2+), 3 and above (3+), 4 and above (4+) and 5 and above (5+).

impact of media modalities and formats — Proportion of Target Population (Impact of Media Modalities and Formats)

4.3 Calculate the cost of maximising the reach by one media channel at a specified frequency of n in a week, using TV as an example (Impact of Media Modalities and Formats)

Media Channel	Q max	Exp	A	S	Q	Cost
TV	0.80	0.25	2	6	0.200	400.000

Media spend depend on the GRP costing. For TV media it costing £2000 GRP cost for per advertisement. This is huge. One potential approach would be to construct models using functional media spend as the only factor in our model. This comparison might represent the most common check of the marketer how has media spend that have been given in financial analysis part. Thus we get the cost of maximizing the reach by TV is £400.

4.4 Develop a method of calculating the total reach across all media channels used at a specified frequency or more (n+) – given the reach planned, the frequencies t+ planned and the maximum percentage reach for each media channel. You must be careful to count all possible ways of reaching the target audience at the specified frequency, but also to avoid double-counting.

The above equation could be derived by the following way,

Q = Qmax [(1-exp (-A/S)].

-ln (|Q – Qmax | ) + ln ( | 0 – Qmax | ) = A / S

Multiply both sides by -1
ln (Q – Qmax ) – ln ( Qmax ) = -A/S

ln(a) – ln(b) = ln(a/b) so…
ln [{Q -Qmax }/Qmax ] = -A/S

ln(a) = b ==> a = exp
(Q/Qmax) – (Qmax/Qmax) = exp(-A/S)

(Q/Qmax) – (1) = exp(-A/S)

So, Q = Qmax [(1-exp (-A/S)].

4.5 Finally, implement all of calculations in an Excel spread sheet.

Media Channel	Q max	Exp	A	S	Q
TV	0.80	0.25	2	6	0.2
RADIO	0.35	0.07	4		0.217
OOH	0.25	0.04	5		0.2
Press	0.40	0.06	4		0.251
Cinema	0.30	0.05	3		0.143
Internet Information	0.50	0.12	4		0.293
Total Reach					1.304
Note: The equation that has been used in excel is: Q = Qmax [(1-exp (-A/S)]. Here, Q = total reach across all media channels Qmax = Maximum Reach across all media channels Exp = Planned Reach across all media channels A = Planned Frequency across all media channels S = Specified frequency across all media channels

There are a number of reasons; however, to the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily why media spend does not make sense to include in our predictive model. Most notably, consumers are influenced by exposure to advertising to the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily, not advertising spend. The ability to negotiate to the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily better deals on advertising going forward will not result in fewer leads. Conversely, if market rates doubled for the same level of exposure, It would not expect a doubling in the number of leads. Indeed, one of the key reasons for developing a model of media effectiveness is to identify which media channels are more efficient than others.

By analysing the exposures of media and its competitors at a more granular level, we are able to predict leads with a much greater degree of accuracy. By excluding any variables to the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily relating to dollar spend we overcome the problems associated with changes in market pricing.

Financial Analysis (Impact of Media Modalities and Formats)

5.1 Target population Analysis

When media agencies run advertising campaigns on behalf of their clients, they do so with a target audience in mind. Some illustrative audience names and sizes for the UK are given in the table below (Impact of Media Modalities and Formats):

Audience	Population (million)
ABC 1 Adults	26.2
Adults	49.3
Adults 16-34	14.8
Children	8.6
Housewives with Children	6.7
Men 16-34	7.5

Source: Central Statistical Office of UK (Impact of Media Modalities and Formats)

The maximum portion of their target audience in their mind is the adult audience whore influences by different media channel. Therefore, all the above audiences are influenced by different media channel. In that case a statistical pie chat can be given here that the share of media to influence the audiences:

impact of media modalities and formats

Source: Central Statistical Office of UK (Impact of Media Modalities and Formats)

As it has already been mentioned, Electronic Media is the most traditional and effective form of media to reach the customer. Because now days in each family there are at least one Television set and people have a remote control to switch from one channel to another channel. This is the most viable reason to use the Electronic Media as the means of publicity to the maximum coverage by the marketing people to advertise as well as promotion of product to these circumstances (Impact of Media Modalities and Formats). Radio is also the part of the electronic media that is also used by the marketing people, especially the introduction and popularity of FM radio has taken the place as a platform to promote a product in the means of publicity. It could be said like a publicity policy to deal with current trend to reach the customer. So, from the above data and graph it is seen that almost 50% of the publicity coverage is done by the electronic media and the marketing people using the best protectiveness of the electronic media to promote the product in the maximum coverage to electronic Media.

Besides this, there is a result of publicity coverage of 23% by the print media. The Print Media is used by the marketing people to deliver the new offer or new promotional offer, exciting offer, product policy to share etc. There are many companies who use the print media to promote the product in a big page with big advertise to get the concentration of the newspaper reader as they could be known about the product or the product offer. The dimension of newspaper is to publicity of the product to promote the product especially the product which is coming with new exciting offer to reach the target customer. Moreover, there are different form of advertisement are published in the newspaper like product advertise, job advertisement, tender advertisement etc.

The next maximum coverage by the marketing people is to the aspect of celebrity Publicity. In this way of publicity coverage marketing people ot too many responses as well as good feedback from the customer. Though the way of celebrity publicity is too much expensive, as a result of it many companies cannot use the celebrity publicity to promote the consumer products. Here, it could be mentioned about LUX which gives the preferences of Celebrity to promote their product at the maximum level where this celebrity publicity also focused in electronic Media, print media even though online media. The percentage of coverage by the celebrity publicity is about 12%.

Now, it is the time to analyze the publicity market of online media. Currently the marketing people is using 11% coverage to promote their product but day by day the online media is becoming too popular and user friendly to most of the people. The day is not so far when online media will lead a strong place to promote the product especially the consumer product where completion is too high and the way of product publicity by the means of advertising will make the differences.

There are some areas of publicity coverage by the marketing people in the means of outdoor publicity and coverage percentage is about 3% of the total publicity coverage. The form of outdoor publicity could be publicity through event management, concert, special occasion’s programs; even the publicity through bill board could be taken place in the outdoor publicity. These types of outdoor publicity re not in regular form rather these publicity depends on the occasions.

At last but not the least the SMS publicity is the form of publicity operated by the mobile operate sending the promotional offer to the number of the mobile user to reach them and get to know them about the product dimension and its promotional offer. It only covers the 1% of the total publicity to the means of product publicity.

5.2 Media Spend

Media Channel	Q max	Exp	A	S	Q	Cost
TV	0.80	0.25	2	6	0.200	£ 400.00
RADIO	0.35	0.07	4		0.217	£ 434.00
OOH	0.25	0.04	5		0.200	£ 400.00
Press	0.40	0.06	4		0.251	£ 501.33
Cinema	0.30	0.05	3		0.143	£ 285.00
Internet Information	0.50	0.12	4		0.293	£ 586.67
Total Media Spend						£ 2,607.00
Note: The equation that has been used in excel is: Q = Qmax [(1-exp (-A/S)]. Here, Q = total reach across all media channels Qmax = Maximum Reach across all media channels Exp = Planned Reach across all media channels A = Planned Frequency across all media channels S = Specified frequency across all media channels Given, GRP for TV = 2000 For other Media = 500 -1000 We consider the maximum value for other media

In response to the reach and frequency by the above equation we go the spending of the media and it is seen the media spend in Internet information is maximum at £ 586.67.

There are a number of reasons; however, to the exposure of maximum reach to planned frequency in maximizing the media channel for the target audience to reach them easily why media spend does not make sense to include in our predictive model. That s why the equation like Q = Qmax [(1-exp (-A/S)] is used to get the proper result of each reach and frequency.

Most notably, consumers are influenced by exposure to advertising to the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily, not advertising spend. The ability to negotiate to the exposure of highest frequency in maximizing the media channel for the target audience to reach them easily better deals on advertising going forward will not result in fewer leads. Conversely, if market rates doubled for the same level of exposure, It would not expect a doubling in the number of leads. Indeed, one of the key reasons for developing a model of media effectiveness is to identify which media channels are more efficient than others.

6.0 Findings (Impact of Media Modalities and Formats)

There was a problem to create the method properly.

The variable of the equation is not so easy to identify.

By considering the binomial equation, there are some factor is found does not work to calculate the reach and the media spend.

The promotional strategy is not so strong.

Media spend on TV is less than the Internet Information, that is a problem for TV media channel.

As there are too many competitions in the market of the consumer item everyone has the propensity to cover the media for the maximum time to promote the market.

To the promotional purpose companies have to spend a lot of money to promote their product.

Sometimes marketing people cannot use the best form of media to promote their product.

For the publicity of the product, marketing people cannot capture the whole form of media because it will increase the publicity costs.

As TV as the means of electronic media covers the maximum publicity percentage, in this regards television media are being controlled by the promotional agency which is not a good practice.

When there are too many competition in the market, then the marketing people has always a tendency to promote their product for the purpose of publicity, in that case they marketing people tried to use more media use to reach the customer within a very short period of time. When it comes to the coverage of more media then cost is increased.

To promote the consumer item, marketing people prepare some advertisement including product features as well as product offers. But sometimes this advertising information fail to work done the philosophy of the publicity because it cannot reach the customer when the publicity is meaningless to target people.

There are too many barriers to get the publicity to promote the product on the peak hour of the television advertising. There are many organizations who cannot manage the peak time to promote their product; in that case the scope of publicity cannot be extended.

There are too many barriers to get the publicity to promote the product on the very first page or the last page of the newspaper to get the attention of the newspaper reader as it has the chance to get the attention of the customer very easily.

Though the taking place of the promotion of the product is too costly but the marketing people who are the market leader tends to choice the peak hour to advertise their product and choice the first page and last page to give the advertisement of the product publicity. If there is any error in the promotional information then cost will be increased without any help from the advertisement.

There are too many difficulties to get the publicity to promote the product on the different media as cost is the factor. There are many organizations who cannot manage the promotion of product just because of limited fund.

7.0 Limitation of the study (Impact of Media Modalities and Formats)

There are limitations on the collection of proper data regarding the publicity of the consumer product as the analysis could be done properly. There are too many limitations on the assumption of choosing the media coverage because there is no scope to use the media coverage without knowing the meaning and purpose of each media.

In case of future research publicity mechanism cloud be the great idea to develop the concept on the different product though here it is done the publicity mechanism with the consumer item. The best of way of future research will help if someone knows better about the marketing mix policy and the marketing mix strategies. So, future research may face appropriate data problem but it could be recovered if having proper marketing knowledge.

8.0 Recommendations (Impact of Media Modalities and Formats)

To set the equation, it was required to define the variable of the equation.

When the variables of the equation will be defined, then it will be proper method to use the method to get the total reach.

The calculation of media spend should determine the range of GRP for each media.

To cover the maximum usage of the product promotion there should have proper strategies to deal with the promotion.

There should have a trained up team who will be engaged with the product publicity to communicate with all the media to promote the product.

Communication between the parties should be increased to get the benefit form the promotion of the product.

There should have proper budgetary system in response to the activities of product promotion as the funding could not be the problem to the promotion of the consumer item.

The fund requirement should be preplanned and predetermined by the marketing people for the particular product for a specific period of time.

The media which will be used for which product and for which purpose should planned and managed by the marketing people.

In case of celebrity publicity, it should be considered about the personality of that celebrity that basically focuses on the product promotion and being trustable to the audience.

In case of TV advertisement, it should be more highlighted several times to promote the product as it can reach the customer very easily.

In case of online advertisement, the marketing people should consider the tastes and choices of the young generation as young generation are the active user of internet as they are always busy in facebooking, blogging etc.

To face the competition in the market of media exposure there should have proper strategies as whether to go with proactive strategies or whether to go with instant strategies.

The information regarding the product publicity should be fair and clear to the customer.

There should not have any imitation of the advertisement to the product promotion, otherwise it will be suit case of the breakdown of the copyright law.

The content of the product promotion should be unique.

The information regarding the product publicity should be understandable to the mass people.

The information regarding the product publicity should be acceptable to the society.

The barriers of peak time to capture should be properly managed by the marketing people as they can focus on it.

The barriers of getting the intention to first page and last page of newspaper to capture should be properly managed by the marketing people as they can focus on it.

9.0 Conclusions

The media maximization (Impact of Media Modalities and Formats) by the means of advertising of the product is a big task to connect and capture the customer mind in this era of competitive market. The global world is open and free. So, each and every time the marketing people have to engage to catch the customer concentration as customer use the product of the particular company. Regarding this, the above hypothesis and methodology make the clear idea to the aspect of the publicity mechanism to deal with the advertising the product in the context of the consumer item by using the different strategy for the success of advertising promotion in product publicity. Thtas why there is a positive relationship between the proportion of the target population reach and the amount spent in the week.

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Written by

Md. Shadequr Rahaman

Email: [email protected]

Impact of Media Modalities and Formats

Impact of Media Modalities and Formats

The Media Market, Media Maximizing and its impact

Introduction

Literature Review of the Media Maximization Impact

Technical Analysis

Marketing Mix Analysis (Impact of Media Modalities and Formats)

Procedural Analysis (Impact of Media Modalities and Formats)

Financial Analysis (Impact of Media Modalities and Formats)

References

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