Advertising Media and Research

Overview of Media
Overview of Media :Meaning of Media, Role of media in advertising and study their advantages and limitations of the following:Print Meaning- Factors Affecting Selection of Print Media Decisions , Types of Print Media, Advantages and Limitations, Television- Meaning, Factors Affecting Selection of Television Media Decisions, Advantages and Limitations, Radio- Meaning, Factors Affecting Selection of Radio Media Decision, Advantages and Limitations, Out of Home (OOH)- Meaning, Types of OOH, Factors Affecting OOH Planning Decision, Advantages and Limitations, Special Media-Specialty Advertising

Overview of Media Planning
Overview of Media Planning: Meaning of Media Planning, Role and Importance of Media in Consumer Buying Decision, Media Objectives and Media Strategies, Media Planning Process, Problems in media planning, Factors Influencing Media Planning Decisions

Basic Measurements and Calculations I
Basic Measurements and Calculations I:
Basic Measurements: Nielson television Rating: Nielson people meter, Integrated Set Meter, diary Only

Basic Measurements and Calculations II
Basic Measurements and Calculations II: Concept of GRP, Gross impression, Reach, frequency, Cost per thousand, Cost per rating, Circulation. Media Timing: Flight, pulsing and Scheduling

Advertising Research
Advertising Research: Meaning and Scope of Advertising Research, Media Research, Creative Research and Motivational Research.
Pre-test and Post Test: Consumer Jury Test, Portfolio test, Mock magazine Test, Direct questioning Test, Perceptual Meaning Studies (PMS)
Post Test Methods: Coupon and inquiry, Readership survey Test, Attitude Measurement Test Method