Role of media vehicles Essay Example

channel addresses a special segment in terms of demographics, behaviour and attitude. You might think that the fragmentation has so much clutter that it has become impossible for advertisers to choose the most effective spots in which to advertise.

Actually it is not. Talking about the clutter, Manish Porwal, executive director, India-west, Starcom, says, "Fragmentation is an opportunity, not a problem. If you have communication architects who know how to utilise that opportunity and put you in the right mix of vehicles and channels, you have got your audience anyway."

In fact, if there were just a single publication or channel cutting across all audiences, advertising niche products on the channel would be very expensive because it would result in an over-kill since a large part of the channel's audience is not part of the target group.

Smart planning at the media agency can actually help advertisers to save money.

Media agencies have now begun to help clients to move their ads from the commercial breaks and into the programmes themselves. Advertisers who have smuggled themselves into programmes include SOTC, VLCC and ICICI Prudential. Top programmes like Kyunki saas bhi kabhi bahu thi on Star Plus and Jassi jaisi koi nahi on Sony have been more than happy to oblige.

Print: Ever since the 24x7 news channels made their way into India homes, speculation about the viability of the print media resurfaced.

Curiously, recent statistics indicate that at least the leading print publications are doing well. According to Adex India, for the

first time, in 2004, print has shown a growth of 17.40 per cent, compared with TV's 13 per cent.

And, if the launch of fat new newspapers is anything to go by, there is a lot of steam still left in the print business.

In just two month in mid-2005, Mumbai witnessed the launch of three major newspapers — the Mumbai Mirror from the Bennett & Coleman stable, the Mumbai edition of the Hindustan Times, and the Dainik Bhaskar-Zee Television coalition's Daily News and Analysis, or DNA.

Out-of-home (OOH): Out-of-home communication (on billboards and hoardings and on kiosks and buses) have usually been selected as supplementary reminder media playing second fiddle to TV and press advertising. Now, all of a sudden, outdoor advertising has been used in a more powerful way to launch products.