Selection of Media

There are five steps in the selection of media.

These are:

1. Write an objective.

2. Determine the domain in which the objective can be classified: Cognitive, : Affective, Psychomotor.

3. Consider various factors affecting media selection.

4. Consider various methods/techniques to be adopted.

5. Select appropriate media.

Point of sale (POS)

A place where sales are made. On a macro-level, a point of purchase may be a mall, market or city. On a micro-level, retailers consider a point of purchase to be the area surrounding the counter where customers pay. Also known as "point of sale".

In recent years, the point of purchase for products and services has become an important focus for marketers, because consumers tend to make purchasing decisions on very high-margin products or services at these strategic locations. Points of purchase may be real, as in the case of a "brick and mortar" store, or virtual, as in the case of an electronic retailer that sells goods and services over the internet.

Source: Internet

Media Buying

Media Buying, a sub function of advertising management, is the procurement of media real estate at optimal placement and price. The main task of media buying lies within the negotiation of price and placement to ensure the best possible value can be secured.

Media Buyers are the individuals responsible for purchasing time and advertising space for the purpose of advertising. When planning what to buy, they must evaluate factors based on but not limited to station formats, pricing rates, demographics, geographic, and psychographics relating to the advertiser's particular product or service objectives. The Media Buyer needs to optimize what is bought and that is dependent on budget, type of medium (radio, internet, TV, print), quality of the medium (target audience, time of day for broadcast, etc.), and how much time and space is wanted.

Advertising Effectiveness

Many researchers are of the opinion that effectiveness refers to whether the cost of advertising is returned back to the advertiser in the form of current or potential sales revenue, thus focusing on sales.

There is often an indirect link between advertising and sales.

The main “actors” related to the effectiveness in the advertising activities are consumer, advertisement, product/service, medium, and environment. The advertising effectiveness can be studied from the different manifestations of these actors.

Consumers are audience of the advertisement and potential purchasers of the product or service. Many models of consumer behaviour have been developed to measure the advertising effectiveness.

Corporate advertising

Advertising that is more public relations than sales promotion. Its objective is to build a firm's corporate image, reputation, and name-awareness among the general public or within an industry. See also institutional advertising.

Corporate advertising is a promotional strategy that is designed to not only interest consumers in products and services offered by the company, but also to cultivate a positive reputation among consumers and others within the business world. The focus of corporate advertising is on the company itself, with the attention to the products produced by the corporation being a byproduct of the advertising effort. This type of corporate marketing is often employed along with advertising campaigns that are directly focused on the goods and services produced by the company.

The main function of corporate advertising is to generate and enhance a sense of confidence and appeal among vendors and consumers. Depending on the exact nature of the corporate marketing approach, the advertising may also be developed with an eye of enhancing the reputation of the company among its peers in a community or within a given sector of the marketplace. In any application, the idea is to build the most agreeable public image for the corporation as possible.

Advertising Budget

An estimation of a company's promotional expenditures over a period of time. An advertising budget is the money a company is willing to set aside to accomplish its marketing objectives. When creating the advertising budget, a company must weigh the trade-offs between spending one additional advertising dollar with the amount of revenue that dollar will bring in as revenue.

Companies can determine what level to set their advertising budget several different ways, each of which has its positives and negatives. A business can set its budget as a percentage of sales, at the same level as its competitors, as the amount required to meet a certain objective, as the entirety of its profits or as a function of the units of product it wants to sell among others.

News reporting

Journalism has as its main activity the reporting of events stating who, what, when, where, why and how, and explaining the significance and effect of events or trends. Journalism exists in a number of media: newspapers, television, radio, magazines and, most recently, the World Wide Web through the Internet.

News reporting is a type of journalism, typically written or broadcast in news style. Most news is investigated and presented by journalists or news Reporters, and can be distributed to various outlets via news agencies. News is often reported by a variety of sources, such as newspapers, television, and radio programs, wire services, and web sites.

Reporter is a type of journalist who researches and presents information in certain types of mass media. Reporters gather their information in a variety of ways, including tips, press releases, and witnessing events. They perform research through interviews, public records, and other sources.

Types of New writing

Every news story has to have a focus, which could be a person or an event. Thestory emerges sharper when the focus is clear and blurred when the focus isunclear. A news story is built on a central idea (theme), sometimes on two or threecentral ideas. So it is called as single element story or two-element story or three-element story depending on the number of themes it has.Journalists use many different kinds of frameworks for organizing stories.Journalists may tell some stories chronologically. Other stories may read like agood suspense novel that culminates with the revelation of some dramatic piece of information at the end. Still other stories will start in the present, then flashback tothe past to fill in details important to a fuller understanding of the story. All aregood approaches under particular circumstances.

1. Inverted pyramid:

News Values

Eight primary factors that determine the newsworthiness of a potential story:

1.     Impact: The significance, importance, or consequence of an event or trend; the greater the consequence, and the larger the number of people for whom an event is important the greater the newsworthiness.

2.     Timeliness: The more recent, the more newsworthy. In some cases, timeliness is relative. An event may have occurred in the past but only have been learned about recently.

3.     Prominence: Occurrences featuring well-know individuals or institutions are newsworthy. Well-knowingness may spring either from the power the person or institution possess – the president, the Speaker of the House of Representatives – or from celebrity – the late Princess Diana or fashion designer Gianni Versace.

4.     Proximity: Closeness of the occurrence to the audience may be gauged either

News Sources

‘Sources of news are everywhere’. A journalist is surrounded by sources of potential news stories ore features. A conversation with a friend, a poster on a wall, an unexpected juxtaposition-all might result in a story if you keep your eyes, ears and mind open. Some sources will be routine points of contact for journalists while others may be one-offs, some will be proactive, approaching journalists because they want news access for their views or events, while other sources may not even be aware that they are sources. A journalist should maintain a contact book having list of people categorized and carrying vital information. Sources of news can be listless, some sources are: