Answer to Question #213556 in Management for PAS

Question

SUBJECT : ADVERTISING AND SALES MANAGEMENT

Highlight the process of media selection (elaborate steps in detail ) and process of media scheduling (elaborate steps in detail ) ? What precautions ( give at least 10 precautions ) should be taken while releasing advertisement in print media ?

Answer 1

Media selection steps

·        Media planning involves the following steps:

·        To know about the target audience.

·        To consider various factors affecting media planning.

·        To identify the geographical area.

·        Establishing media objectives.

·        Selecting suitable media.

·        Selecting optimum media-mix.

·        Executing advertising program.

Process of media scheduling

·        Market Analysis

·        Performing a market analysis involves determining who your audience is. The audience is the number and type of people your advertising targets.

·        Establishing the Media Objective

·        The media objective is the goal of the media plan. To establish this objective, you must determine your goal for reach, frequency, circulation, cost, and penetration. Reach is the number of people the message is in front of over a period of time.

·        Setting the Strategy

·        Now that you understand who you are marketing to and how much it will cost you, you will need to decide what type of media you will use. Some options include Internet, television, radio, newspaper, consumer and business publications, and interactive media platforms.

·        Implementation

·        Now you have a plan. Now it's time to set it in motion. This is when you buy media. Media buying is the purchasing of the space in the selected media. This involves committing to the media provider, submitting the ad, and paying the bill. This is the exciting part. You see all your hard work come together.

·        Evaluation and Follow-up

·        After everything is said and done, it is time to see how successful your media plan was. To do so, you need to follow up and evaluate the results.

Precautions to be taken while releasing advertisement in print media

1. Make sure your advertisement is registered, and there is no similar advertisement to it. Registration includes any other copyright material, including your website, with the national copyright office. Registering an ad and protecting it by copyright material alerts the competitor of a new advertisement. It gives the customer assurance that the ad is true and not false.
2. The advertisement shall not infringe on the privacy rights of third parties; care must be taken to ensure that an advertisement or idea is not reproduced.
3. If you're employing an e-commerce system, computer program advertising technology, or any other technological tool to generate an advertisement, make sure you have a formal license agreement.
4. Make sure you don't compare your product or service to that of your competitors when advertising it. Coca-cola and Pepsi, for example, are frequently seen competing in taste tests. Direct or indirect comparative advertising is possible. In direct advertising, a product is described as superior to competitors on specific characteristics or benefits; however, in indirect advertising, the competitors are not mentioned. The advertisement brand is described as superior but does not conflict with the competitor's brand.
5. Not deceptive or unfair, ensure that the advertisement that is transmitted is not ambiguous or fake and that it is not deceptive or unfair. When advertising a product or service, make sure that every branding, statement, or phrase is accurate and true to your belief and that the promises they make are backed up by proof.
6. When it comes to direct marketing, it's critical to ensure that the organization follows all applicable federal and state rules. Check to see if you comply with privacy and spam laws before launching a direct marketing campaign.
7. Ensure that the competitor's confidential information is not revealed, as trade secrets often protect such information. It is widely recognized as being easily accessible to the general population. Although the owner is not required to keep his confidential information, if it is gained independently, the owner is entitled to seek redress against whoever stole or disclosed the personal information in violation of duty or a contractual non-disclosure agreement.
8. All the advertisements should comply with the local laws of the area the advertisement target.

9. Ensure the competitor's proprietary information isn't leaked, as trade secrets are usually kept private. It is well-known for being generally accessible to the general public.

10. All ads must follow the regulations of the area to which they are aimed. Advertisements must adhere to specific local requirements; for example, some commercials are illegal in India, such as prohibited medical services and pre-natal gender discrimination.