8 th INDIAN MAGAZINE CONGRESS Day 2 | 25th February 2014 How is media buying changing? Anupriya Acharya, Group CEO, ZenithOptimedia Group, India.

Slides:

Advertisements

Similar presentations

Presented by Amanda Groover Oct. 16 th, MBA- Marketing from Ashford University BBA- Management from University of North GA Previous Work Experience:

Advertisements

Promotion Chap Advertising. Ads. vs PR Advertising is paid for by a company. See Inspiration diagram. Advertising is paid for by a company. See.

Up for Negotiation: Time to Approach the Media. Up for Negotiation Print (Magazines and Newspapers)  Rates, bonus insertions.  Colour cost/free.  Priority.

Multichannel Personalization At Scale: Building Incremental Value With #dunnhumby.

UNIT 6.1 Advertising Media

18 Managing Mass Communications 1. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2 Figure 18.1 The Five M’s of Advertising.

TVB ROLL-UP SMB ADVERTISERS SURVEY FIRST HALF– 2011.

Copyright © 2004 South-Western. All rights reserved.14–1 Learning Goals Explain promotion benefits. advertising personal selling sales promotion. public.

Advertising and Public Relations Chapter Definition Advertising  Any paid form of nonpersonal presentation and promotion of ideas, goods, or.

Unit 5 Advertising.

Online Advertising & PPC (Pay Per click). What is advertising?  Advertising is a (usually paid) placement or promotion of a product in a public arena.

CALGARY REGIONAL PARTNERSHIP MEDIA OVERVIEW FOR CRP SUB REGIONAL TRANSIT PILOT MEETING MAY 9, 2014.

Brand Engagement Study - Retail. Brand Engagement Studies To demonstrate the ability of internet advertising to drive engagement To measure the effects.

Newspaper Target Marketing Coalition Thérèse Mulvey Consumer Engagement Officer February 4 th 2015 Consumer Trade Area The Newspaper Advantage.

Becoming The Economist of Metro Newspapers & The Pursuit of the Tablet Audience Jim Moroney April 2012.

9.02 International Advertising

DIGITAL AND INTERACTIVE QUICK FACTS. $193m was spent in the interactive category in 2008 in New Zealand This is up 43% YOY* The interactive category now.

Changes in the Markets Changes in the Technologies therefore Changes in the Publishing Industry New Business Models in a rapidly evolving World Robert.

The Scope of Advertising: From Local to Global

MARKETING MANAGEMENT 12 th edition KotlerKeller 18 Managing Mass Communications.

Advertising and magazines Adam Smith Head of knowledge management ZenithOptimedia 26 th April 2005.

How Media Works: Advertising and the Purchase Funnel

ADVERTISING & PROMOTION. UNIT OBJECTIVES  Objectives:  Understand the difference between advertising and promotion  Understand the various components.

Traditional Media Channels

Fashion Advertising and Promotion

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 7.

Promotional Mix The combination of promotional activities that an organization uses to communicate its message and sell its products. Possible Activities.

SALES PROMOTION How have you been induced to buy merchandise?

Google Confidential and Proprietary Turismo en la Web: Como Llegar a un Publico Global Primer Congreso Internacional Punta del Este David Hyman Gerente,

Newspaper Media Drive Vehicle Sales December 2014.

Internet Vs. TV Vs. Content Advertisements Types of advertisements. What is the size of ads business? Ads through history Internet Vs.

Marketing Management, 13th ed

Portfolio. Your Company´s Strategy Your Client´s Experience.

DIGITAL AND INTERACTIVE QUICK FACTS. $193m was spent in the interactive category in 2008 in New Zealand This is up 43% YOY* The interactive category now.

PROMOTION AND PROMOTIONAL MIX

DIGITAL AND INTERACTIVE QUICK FACTS. QUICK FACTS $193m was spent in the interactive category in 2008 in New Zealand This is up 43% YOY* The interactive.

A HEALTHY FOUNDATION CONSUMER HEALTH & ADVERTISING.

Communication models and theories

Definition The mass media are diversified communication technologies that reach a large audience by means of mass communication Examples include radio,

Creativity, Challenge, Confidence Automotive Consumer Trends Marketing Insight Manager: Kyong-Seuk Lee Tel

“Mobile - making the most of the newest new media” 16 th Jan Takashi Koyanagi Dentsu Media India.

Chapter 5 Advertising Planning: Traditional Media

Advertising. Advertising Topics: Advertising –Creating good advertising –Selecting Media Friday – Project Introduction -Forming of Groups -Choosing of.

Agenda A brief introduction to COI –The work of COI Digital Media Industry update Consumers – changing / evolving Briefing / planning / integrating digital.

Promotional Mix Written by: Stacy Orr and Cheryl Tays GACTAE Resource Network.

MKTG 370 PROMOTION Lars Perner, Instructor 1 Integrated Marketing Communications and Promotion  Elements of promotion  Advertising strategies  Other.

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ All Rights Reserved Chapter 15: Advertising.

Bell Ringer Have you ever heard of the Microsoft X Box? How did you hear about it?

Fundamentals of Online Promotion

“Promotion” Roles of Promotion Communication Process Promotional Mix Promotional Planning Unit 6.

6 Factors that drive consumer purchase Income and price – ex. Ikea (affordable) Status – ex. BMW or Rolex watch Current Trends – ex. skateboarding Customs.

Brief Intro to Promotion & Promotional Mix Objectives Explain the role of promotion in business and marketing Identify the various types of promotion.

Creative Product Promotion Introduction to Promotion Methods.

Marketing Communications & Promotional Practice Week 1 Lecture 3 Media – Print/Press, Broadcast, Outdoor and Cinema.

Ten Reasons Why Newspaper Preprints Work Environment.

DIGITAL AND INTERACTIVE QUICK FACTS. $214m was spent in the interactive category in 2009 in New Zealand, this is up 11% YOY* The interactive category.

Community Newspapers Drive Results 5 Things You Thought You Knew About Community Newspapers.

[ 1 ] MAGAZINES DELIVER CURATED CONTENT THAT INSPIRES AND INFLUENCES MAGAZINE BRANDS ARE NO LONGER JUST PRINT MAGAZINES ARE THE MOST TRUSTED SOURCE OF.

Community Newspapers Drive Results

Trade Fairs in Marketing Mix Germany

MARKETING MANAGEMENT 12th edition

Marketing Management, 13th ed

Media – Print/Press, Broadcast, Outdoor and Cinema

How to communicate your message to the target market.

Unit 1: Different types of advertising in media industries

PROMOTION BMI – Marketing Mix.

Native Advertising Native advertising allows your business to position itself as the expert in your industry and reach potential customers in a new,

Advertising and Public Relations

MARKETING COMMUNICATIONS & BRAND EQUITY

Market Research Council

Presentation transcript:

8 th INDIAN MAGAZINE CONGRESS Day 2 | 25th February 2014 How is media buying changing? Anupriya Acharya, Group CEO, ZenithOptimedia Group, India

Explosion of choices

Are Magazines still relevant?

E O P PR Social UGC Reviews News Mobile Content Blogs Events Content Mobile Content Packaging Instore Brand Site Social OOH Cinema Radio TV Sponso rship Display Print Sponsorship Paid Search Social E O P

Interviews with c.1,000 category consumers per project 18 brands, 35 touchpoints TOUCHPOINT INFLUENCE relative influence of each touchpoint on category buying decisions BRAND RECALL IN EACH TOUCHPOINT % recalling each brand in each touchpoint (in recent months) relative contribution of each touchpoint to brand sales BRAND EXPERIENCE POINTS X = Consumer segments

Advice/ Reco Mass Media One-to-One POS Spons/ Events Total – Touchpoint types

Ads near store Advertorial/ infomerical Brand website Branded merchandise Bus shelter ads/ other small Celeb endorsement Cinema ads Internet display ads Internet search Internet video ads Leaflets Magazine ads Mass transit ads Newspaper ads Outdoor ads Print inserts/ leaflets Print promo/ coupons Product placement Radio ads Sample in magazines Specialist magazine ads TV ads Vehicle exteriors Total – Mass media

8 Ads near store Brand website Celeb endorsement Cinema ads Internet display ads Magazine ads Newspaper ads Outdoor ads Product placement Radio ads TV ads India – Mass media

Digital onslought?

Lean back print  Lean forward web  Lean back Digital! Habit led In depth reading Habit led In depth reading Snacking Quick cursory reading Snacking Quick cursory reading Leisure reading In depth is back Leisure reading In depth is back Andrew Rashbass, Ex- Chief Executive, The Economist Group FIRST AGE SECOND AGE THIRD AGE You cant judge future based on the past: Lean Back 2.0

Lean Back 2.0

Coming soon to your town

It’s the same!  Lean back 2.0 = Lean back 1.0  Quality content and visual appeal  Authoritative information and analysis  Strong bond with the reader  Engagement!

 Lean back 2.0 ≠ Lean back 1.0  Liquid content – share, comment, curate  Way higher reach  Free is in but so is measurability!  Sustainability  Tech glitches And yet different!  Lean back 2.0 = Lean back 1.0  Quality content and visual appeal  Authoritative information and analysis  Strong bond with the reader  Engagement!

Thank you!