Evaluation of Print Media as a Medium of Advertisement with Respect to Consumer & Advertiser

Abstract

The project Evaluation of Print Media with respect to customer & advertiser has the main objective to find out the market orientation towards the print media sector, how the print media market be built and what are the current trends in the print media market in both the public and the private sectors, and also helps the researcher, which gives a way of gathering specific pieces or lists of relevant information and provides a way to store and maintain the information in a central place. Media, as we know, is a very important component of advertising that carries the idea or message of the marketer or advertiser to the masses. It is therefore necessary to plan and formulate the marketing strategies for establishing the print media. By market building, we mean the process of designing a course of action that shows how publishing and advertising funds will be used in purchasing time and space and how they should be utilized to contribute to the achievement of marketing and advertising objectives, with the main motto of mass satisfaction. Media planners are responsible for preparing the media plan from information’s about the market and prospective consumers. So many factors influence the media market building. These factors may be grouped into three major forces – (i) Marketing conditions facing the publisher / advertiser, (ii) The level of competitive publishing/advertising efforts, (iii) Media considerations. The marketing conditions facing the publisher / advertiser are further based on Product Characteristics, Channels of Distribution, Promotional Strategy, and Nature of the publishing / advertising copy. Media considerations are one of the important factors, which are further influenced by Size of the Budget, Media Characteristics, Media Discounts, Media Cost Efficiency, and the Media Availability.