MARKETING MEDIA

A Project Report

Submitted by

Amritpal Singh

in partial fulfillment for the award of the degreeof

PGDBM

At

GURU NANAK COLLEGE OF SUKHCHAINANA SAHIB, PHAGWARA

ACKNOWLEDGMENT

We feel honored to express our sincere gratitude to Mrs. Harpreet Kaur for providing us important guidance and encouraging us, their continuous support and providing us all necessary needed to complete our project with their significant interest in our project.

We are very thankful our Teacher Mrs. Harpreet Kaur for their constructive criticism through which we have been able to complete our project in schedule.

Amritpal Singh

MEDIA MARKET A media market, broadcast market, media region, designated market area (DMA), Television Market Area (FCC term), or simply market is a region where the population can receive the same (or similar) television and radio station offerings, and may also include other types of media including newspapers and Internet content. They can coincide or overlap with 1 or more metropolitan areas, though rural regions with few significant population centers can also be designated as markets. Conversely, very large metropolitan areas can sometimes be subdivided into multiple segments. Market regions may overlap, meaning that people residing on the edge of one media market may be able to receive content from other nearby markets. They are widely used in audience measurements, which are compiled in the United States by Nielsen Media Research. Nielsen measures both television and radio audiences since its acquisition of Arbitron, which was completed in September 2013.Markets are identified by the largest city, which are usually located in the center of the market region. However, geography and the fact that some metropolitan areas have large cities separated by some distance can make markets have unusual shapes and result in two, three, or more names being used to identify a single region (such as Wichita-Hutchinson, Kansas; Chico-Redding, California; Albany-Schenectady-Troy, New York; and Harrisburg-Lebanon-Lancaster-York, Pennsylvania).In North America, radio markets are generally a bit smaller than their television counterparts, as broadcast power restrictions are stricter for radio than TV, and TV reaches further via cable. AM band and FM band radio ratings are sometimes separated, as are broadcast and cable television. Market researchers also subdivide ratings demographically between different age groups, genders, and ethnic backgrounds; as well as psycho graphically between income levels and other non-physical factors. This information is used by advertisers to determine how to reach a specific audience. In countries such as the United Kingdom, a government body defines the media markets; in countries such as the United States, media regions are defined by a privately held institution, without government status.Meaning of marketing Marketing is the process of creating, communicating and delivering value to customers.From a societal point of view, marketing is the link between a societys material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.There are five competing concepts under which organizations can choose to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept. The four components of holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing. The set of engagements necessary for successful marketing management includes, capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans.NEW MEDIANew media refers to on-demand access to content anytime, anywhere, on any digital device, as well as interactive user feedback, creative participation. Another aspect of new media is the real-time generation of new, unregulated content.

Most technologies described as "new media" are digital, often having characteristics of being manipulated, networkable, dense, compressible, and interactive. Some examples may be the Internet, websites, computer multimedia, video games, CD-ROMS, and DVDs. New media does not include television programs, feature films, magazines, books, or paper-based publications unless they contain technologies that enable digital interactivity. Wikipedia, an online encyclopedia, is an example, combining Internet accessible digital text, images and video with web-links, creative participation of contributors, interactive feedback of users and formation of a participant community of editors and donors for the benefit of non-community readers. Facebook is an example of the social media model, in which most users are also participants.Globalization and new mediaThe rise of new media has increased communication between people all over the world and the Internet. It has allowed people to express themselves through blogs, websites, pictures, and other user-generated media.Flew (2002) stated that, "as a result of the evolution of new media technologies, globalization occurs." Globalization is generally stated as "more than expansion of activities beyond the boundaries of particular nation states". Globalization shortens the distance between people all over the world by the electronic communication (Carely 1992 in Flew 2002) and Cairncross (1998) expresses this great development as the "death of distance". New media "radically break the connection between physical place and social place, making physical location much less significant for our social relationships" (Croteau and Hoynes 2003: 311).However, the changes in the new media environment create a series of tensions in the concept of "public sphere". According to Ingrid Volkmer, "public sphere" is defined as a process through which public communication becomes restructured and partly disembedded from national political and cultural institutions. This trend of the globalized public sphere is not only as a geographical expansion form a nation to worldwide, but also changes the relationship between the public, the media and state (Volkmer, 1999:123). "Virtual communities" are being established online and transcend geographical boundaries, eliminating social restrictions.[ Howard Rheingold (2000) describes these globalised societies as self-defined networks, which resemble what we do in real life. "People in virtual communities use words on screens to exchange pleasantries and argue, engage in intellectual discourse, conduct commerce, make plans, brainstorm, gossip, feud, fall in love, create a little high art and a lot of idle talk" (Rheingold cited in Slevin 2000: 91). For Sherry Turkle "making the computer into a second self, finding a soul in the machine, can substitute for human relationships" (Holmes 2005: 184). New media has the ability to connect like-minded others worldwide.While this perspective suggests that the technology drives and therefore is a determining factor in the process of globalization, arguments involving technological determinism are generally frowned upon by mainstream media studies. Instead academics focus on the multiplicity of processes by which technology is funded, researched and produced, forming a feedback loop when the technologies are used and often transformed by their users, which then feeds into the process of guiding their future development.While commentators such as Castells[11] espouse a "soft determinism" whereby they contend that "Technology does not determine society. Nor does society script the course of technological change, since many factors, including individual inventiveness and entrpreneurialism, intervene in the process of scientific discovery, technical innovation and social applications, so the final outcome depends on a complex pattern of interaction. Indeed the dilemma of technological determinism is probably a false problem, since technology is society and society cannot be understood without its technological tools." (Castells 1996:5) This, however, is still distinct from stating that societal changes are instigated by technological development, which recalls the theses of Marshall McLuhan.[13][14]Interactivity and new mediaInteractivity has become a term for a number of new media use options evolving from the rapid dissemination of Internet access points, the digitalization of media, and media convergence. In 1984, Rice defined new media as communication technologies that enable or facilitate user-to-user interactivity and interactivity between user and information.[24] Such a definition replaces the "one-to-many" model of traditional mass communication with the possibility of a "many-to-many" web of communication. Any individual with the appropriate technology can now produce his or her online media and include images, text, and sound about whatever he or she chooses.[25] Thus the convergence of new methods of communication with new technologies shifts the model of mass communication, and radically reshapes the ways we interact and communicate with one another. In "What is new media?" Vin Crosbie[26] (2002) described three different kinds of communication media. He saw Interpersonal media as "one to one", Mass media as "one to many", and finally New Media as Individuation Media or "many to many".When we think of interactivity and its meaning, we assume that it is only prominent in the conversational dynamics of individuals who are face-to-face. This restriction of opinion does not allow us to see its existence in mediated communication forums. Interactivity is present in some programming work, such as video games. It's also viable in the operation of traditional media. In the mid 1990s, filmmakers started using inexpensive digital cameras to create films. It was also the time when moving image technology had developed, which was able to be viewed on computer desktops in full motion. This development of new media technology was a new method for artists to share their work and interact with the big world. Other settings of interactivity include radio and television talk shows, letters to the editor, listener participation in such programs, and computer and technological programming.[27] Interactive new media has become a true benefit to every one because people can express their artwork in more than one way with the technology that we have today and there is no longer a limit to what we can do with our creativity.Interactivity can be considered a central concept in understanding new media, but different media forms possess different degrees of interactivity,[28] and some forms of digitized and converged media are not in fact interactive at all. Tony Feldman[29] considers digital satellite television as an example of a new media technology that uses digital compression to dramatically increase the number of television channels that can be delivered, and which changes the nature of what can be offered through the service, but does not transform the experience of television from the user's point of view, and thus lacks a more fully interactive dimension. It remains the case that interactivity is not an inherent characteristic of all new media technologies, unlike digitization and convergence.Terry Flew (2005) argues that "the global interactive games industry is large and growing, and is at the forefront of many of the most significant innovations in new media" (Flew 2005: 101). Interactivity is prominent in these online video games such as World of Warcraft, The Sims Online and Second Life. These games, which are developments of "new media," allow for users to establish relationships and experience a sense of belonging that transcends traditional temporal and spatial boundaries (such as when gamers logging in from different parts of the world interact). These games can be used as an escape or to act out a desired life. Will Wright, creator of The Sims, "is fascinated by the way gamers have become so attached to his invention-with some even living their lives through it".[30] New media have created virtual realities that are becoming virtual extensions of the world we live in. With the creation of Second Life and Active Worlds before it, people have even more control over this virtual world, a world where anything that a participant can think of can become a reality.[31]New Media changes continuously because it is constantly modified and redefined by the interaction between users, emerging technologies, cultural changes, etc.

Marketing researchMarketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and attain information from suppliers. Marketing researchers use statistical methods such as quantitative research, qualitative research, hypothesis tests, Chi-squared tests, linear regression, correlations, frequency distributions, poisson distributions, binomial distributions, etc. to interpret their findings and convert data into information. The marketing research process spans a number of stages, including the definition of a problem, development of a research plan, collection and interpretation of data and disseminating information formally in the form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information.A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research.

Marketing EnvironmentStaying ahead of the consumer is an important part of a marketer's job. It is important to understand the "marketing environment" in order to comprehend the consumers concerns, motivations and to adjust the product according to the consumers needs. Marketers use the process of marketing environmental scans, which continually acquires information on events occurring outside the organization to identify trends, opportunities and threats to a business. The six key elements of a marketing scan are the demographic forces, socio-cultural forces, economic forces, regulatory forces, competitive forces, and technological forces. Marketers must look at where the threats and opportunities stem from in the world around the consumer to maintain a productive and profitable business.[10]The market environment is a marketing term and refers to factors and forces that affect a firms ability to build and maintain successful relationships with customers.Three levels of the environment are: Micro (internal) environment - forces within the company that affect its ability to serve its customers. Meso environment the industry in which a company operates and the industrys market(s). Macro (national) environment - larger societal forces that affect the microenvironment.Market Segmentation: Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. For instance, Kellogg's cereals, Frosties are marketed to children. Crunchy Nut Cornflakes are marketed to adults. Both goods denote two products which are marketed to two distinct groups of persons, both with similar needs, traits, and wants. In another example, Sun Microsystems can use market segmentation to classify its clients according to their promptness to adopt new products.Market segmentation allows for a better allocation of a firm's finite resources. A firm only possesses a certain amount of resources. Accordingly, it must make choices (and incur the related costs) in servicing specific groups of consumers. In this way, the diversified tastes of contemporary Western consumers can be served better. With growing diversity in the tastes of modern consumers, firms are taking note of the benefit of servicing a multiplicity of new markets.Market segmentation can be viewed as a key dynamic in interpreting and executing a logical perspective of Strategic Marketing Planning. The manifestation of this process is considered by many traditional thinkers to include the following;Segmenting, Targeting and Positioning.

MEDIA MARKETING STRATEGIESThe first day will be a full-day conference featuring evidence-based case studies, round table discussions and panel sessions. It will take you through five highly focused sections, covering every aspect of a successful media marketing strategy:Becoming a digital marketing leaderBecoming a data-driven marketerHarnessing the power of ecommerceBecoming a technology-enabled marketerPricing, bundling, paid content and multi-platform sellingDay Two Workshops:The second day will break out into two practical sessions, giving you a choice from the following options:a) Data Management Workshop a half-day practical session offering four in-depth workshops on how to define, integrate and get value from your datab) B2B Sales-Marketing Alignment a half-day workshop helping B2B marketing and sales professionals to align their objectives and optimize the sales funnelOur various pricing options, outlined in the link below, allow multiple representatives to attend different days of the conference.

TYPES OF MARKETING MEDIAPrint Print marketing still matters, but it has lost its dominant position as the most effective marketing tool in a world of so many choices. Today it should be one of the choices you make to publicize what you are selling. Combined with some carefully selected online outreach, print can deliver a cross-generational audience to whom you can make your case. Some time-tested print marketing options are newspaper and magazine ads, posters, banners, postcards, direct mail, brochures, billboards, flyers, classifieds, placed articles, news releases, free media, business cards and catalogs.Electronic Television commercials are expensive but still accomplish branding to large numbers of people; audiences for programs are pre-selected niche targets. Radio commercials may be cheaper than TV but lack the visual impact. Guest appearances on TV and radio talk and news shows are a cost-effective way to get out your message and get known by potential buyers.

Web Ignore the web at your marketing peril. You need, at the very least, a business website with the most basic information: how to reach you, where to find you, what you offer and more. New customers can find you just by doing a search for something they already wantif you have optimized your website so the search engines pull it from the infinite number of choices on the Internet. Social media is increasingly driving selections and purchases, as people receive information about products and services from sites and sources they trust. Publishing useful articles for sharing on the web, creating a trailer or other video that goes viralor that is at least up on YouTube--publishing an e-newsletter and growing a readership that is predisposed to buy from you are strategies that can increase your market share. Web marketing includes ezines, free classifieds, banner ads, border ads like Google Adsense, social media, webinars, e-newsletters, websites and affiliate marketing.Personal Face-to-face connections do count in a virtual world. Public speaking can be both a source of income and a way to get your product or service known to an interested audience. Join an organization that synchronizes with your interest or business, and network to find opportunities and customers.

TRAITS OF A SUCCESSFUL MARKETING To make it as asuccessful marketing manager, there are many traits thatyou need to have. It no longer is just about understanding and delivering in a marketing capacity, but more importantly being able to understand the fundamentals of business and have an ability to execute the companys business plan from a sales and marketing perspective.Marketing Managerstoday are very different to a marketing manager 10 years ago. While having an overarching capability to ensure that your team delivers the marketing plan as it was meant to be delivered, it is also equally as imperative to be kept up to date with the latest in marketing techniques, changes in economic and political environments and an ability to work closely in partnership with sales professionals.Here are some characteristics that a successful marketing manager should possess:VisionA strong vision for what they want to accomplish for the brand in the short-term and long term and an ability to articulate this vision across multiple platforms and communications channels.Strategic ThinkingBeing able to develop a marketing strategy that is in line with the overall business strategy and think strategically in all aspects of marketing is not only something that a Marketing Manager needs to possess it is also a deal breaker. If a Marketing Manager is not a strategic thinker, then they are simply not a Marketing Manager and another role would be best suited to their capabilities. A Marketing Manager needs to have a firm understanding of market trends, be able to develop a targeted marketing strategy and meet company goals.

Business AcumenThe marketing department must understand and deliver on the overall company business plan. That means understanding the fundamentals and influencers of business. Knowing the market, what makes it tick, how it is going to develop, change and evolve is paramount. A successful Marketing Manager can drive business and improve growth through innovative business solutions.Customer CentricA successful Marketing Manager needs to be in bed with the customer. They need to understand every aspect of the customers traits, likes, dislikes and drivers. Being in bed with the customers means sharing the covers, adapting to habits that are not always appealing like snoring, and understanding each others sleeping patterns. It means knowing if the first thing the customers does in the morning is pick up their Blackberry or iphone or whether they wake in the middle of the night to have a drink or go to the toilet. All high level Marketing Managers walk in their customers shoes regularly to understand how it feels like to be the customer. They take on board feedback and adapt product and service delivery accordingly. A Marketing Manager also knows who to target and when with capabilities of finding the customer no matter where they may be hiding.Brand ChampionPassion for your brand is a deal breaker. If you dont love your brand, you cant market it. Inspiring your team, customers and the market to love your brand is about inspiring them and seeing the passion alive in every single brand touch point.PersonalityA bit of personality goes a long way in marketing. When you speak with an entrepreneur or business leader and ask them about the personality of their favourite marketing manager, the answer will always be along the lines of 'having a great personality, straight-forward, strategic and a bit of fun'. Remember, as a marketing manager, you are not an accountant or lawyer. People expect you to be well presented, on top of your game, innovative and confident.How does the traits of a marketing manager effect a small business owner?When hiring a marketing manager, make sure they tick every item on this list. By hiring the right marketing manager, your business can grow leaps and bounds. It could be the difference from being where you are today, or being an industry leader. Just because you have a small business does not mean that you cannot have the best.Talk through your dreams and aspirations as a business owner with your perspective marketing manager. Get their buy-in and inspire them to want to work for you not because they will be paid a certain rate, but because it is their dream too.MARKETING & MEDIA SERVICESAny media, any channelIndustry professionals trusting your services can be managing global brands or simply rely on you for producing digital data for their cross-medial publications. And once the intricacy of their distribution or industry specific manufacturing processes are no longer a secret for you, having your operational resources available on your clients computer, smartphone or tablet is just one ingredient for today's multichannel solutions.Your business consists of embracing web services and turn them into tailor made 24/7 offerings with instant turnaround and data delivery to the right person at the right time in the right file format. A state-of-the-art portal for ordering and job tracking is your storefront, driving an intelligent manufacturing engine for automated data, artwork and media processing as a self service application to your customers.ESEnable and facilitate delivery, tracking, and approval of your customer's projects with ES. Combined with TWIST, files arrive only after a thorough preflight check and go through all the stages of your internal processes, all linked to deadlines and your business procedures to anticipate delays and reallocate resources if necessary. All in a highly customizable, user friendly interface, reachable anytime through a standard web browser.Dialogue TouchDIALOGUE Touch is the seamless link to your ES production system while out and about. The unique pixel streaming technology enables your clients to stay connected with current projects from their Apple iPhone and iPad devices and offers full approval features incl. annotations, zooming, single separation view, density readings and more, regardless of time of day or geographic location.TwistAs a centralized workflow engine, TWIST automates repetitive tasks such as preflight, color management, optimization and file delivery of print ready files for all members of the production team. Its unique flexibility and scaleability and the way TWIST can act as the engine behind the scenes of customer facing web services, make the difference between traditional, hotfolder based workflows and a fully automated production environment, powered by TWIST.Dialogue EngineSpecifically designed to be implemented into already existing Digital Asset Management systems, MIS or brand communication platforms, DIALOGUE Engine adds color accurate viewing (Fogra and SWOP certified) and communication services to high resolution files and enables document sharing without actual file transfer.

Following are the tasks performed by the Media-Marketing department:Searching clientseting clientsConvincing clientsDetailed surveys and analysis of the target marketsSatisfying the clients needsThese people have an in-depth understanding of various facets of Market-Behavior such as:The readership of their own newspaper and of the other players in the market.Identification of that segment of readers who are the actual target for the product to be advertisedThe extent of benefit reaped by the clients by putting their commercials in the newspaper.The most momentous task of the media- marketing people is to maintain cordial and symbiotic relationship with the clients so as to expand the loyal customer base of the organization.

CLIENT OVERVIEWThe clients who approach HT for placing their advertisements can be broadly classified as:AgenciesDirect ClientsGovernment ClientsAssociates (QBCs)AGENCIESAgencies refer to the advertising agencies, which book the Ads on behalf of their clients. eg: Lintas, J.Walter Thompson, Mudra Communications etc. These advertising Agencies are further classified as:ACCREDITED AGENCIESNON-ACCREDITED AGENCIESAccredition to the agencies is granted by INS (Indian Newspaper Society) upon the fulfillment of certain pre-decided criteria.The implication of being granted an Accredition is that Accredited Agencies are allowed a 60-days Credit period for making the payments of the published Ads ( i.e., payable on the last day of the 2 months granted).Non-Accredited Agencies are required to pay the entire amount in advance. All agencies* receive a 15% commission, which is a sort of incentive for zeroing in on HT for publishing their Ads.

Before an Agency is granted Full Accredition, it has to get Provisional Accredition. Thereafter upon fulfillment of all stipulated conditions, the agency is granted full accredition by INS.

It includes Accredited agencies and those non-accredited agencies which are outside Delhi or which achieve a target of Rs.2 lacs within the first year of their operation in Delhi/NCR region.}Some other terminologies pertinent to this topic are-DISACCREDITION NOTICE-It is served to the Accredited agencies, owing to non-payment of bills or non-performance of stipulated INS conditions. They are provided with a time frame to meet up their deficiencies.DISACCREDITION NOTICE SERVED- The DN Agencies, which fail to make up for the deficiencies, after the expiry of the time frame, are disaccredited, i.e. they are banned.Direct Clients:It refers to those clients who approach HT to publish their advertisements directly, without any Ad agency being the intermediary. The charges for advertising are same whether clients are coming direct or through agency.Government Clients:The Government Ads are not charged according to the card/slab rates. They are given DAVP rates(which are subsided rates).DAVP(Directorate of Audio-Visual Publicity) is an agency which routes government ads. DAVP, being an agency is also entitled to a 15% commission.Associates:It refers to Business associates of HT, which bring in clients to them. i.e QBCs (Quick Booking Centers).CLASSIFICATION OF ADSThe Ads that published are basically of 2 types:ClassifiedsDisplayClassifieds:These are the ads which are advertised in maximum number. The peculiar thing that make classified Ads different from Display Ads is that under a single heading only that type of Ad will be published.Classified Ads are of mainly 3 types:ROL-Run on LineROD-Run on DisplayClassified DisplayThe above classified Ads are classified into these headings.MATRIMONIALS- The subheadings under this are:1. By Profession -Advocates, Doctors, Businessmen, NRI, I.A.S, MBA, Defense etc.2. By religion/caste/community-Agarwal, Arora, Brahmin, Bengali, Christian, Jat, Marathi, Kashmiri etc.PROPERTY/TO LET- These are Ads related to Sale, Purchase and Renting of properties.SITUATION VACANT- These are classifieds ads related to employment, situations empty in various organizations and their requirements. E.g.: Academic, Account/Finance, Advertising, Marketing, Sales, Architect, Call Center, Engineers, Hotel/Restaurant, Medical etc.MISCELLANEOUS- In this various types of ads published are:i. Retailii. Businessa) Paying Guestb) Estate Agentc) Farm Houseiii. Miscellaneous:a)Personalb) For Salec) Obituaryd) Greetingse)Public Noticef) Lost and Found

iii. Motor Vehicles-These classified Ads are related to sale of different brands of motor vehicles in different conditions:a) Maruti Suzukib) Hondac) Hyundaid) Forde) Tata etc.CONCLUSIONA media market, broadcast market, media region, designated market area (DMA), Television Market Area (FCC term), or simply market is a region where the population can receive the same (or similar) television and radio station offerings, and may also include other types of media including newspapers and Internet content. They can coincide or overlap with 1 or more metropolitan areas, though rural regions with few significant population centers can also be designated as markets. Conversely, very large metropolitan areas can sometimes be subdivided into multiple segments. Market regions may overlap, meaning that people residing on the edge of one media market may be able to receive content from other nearby markets.