Dr. Arun Mittal

TYPES OF MEDIA

“A medium is a channel or a system of communication such as newspapers or radio. A ‘vehicle’ is a specific carrier within the channel”.

-Dorothy Cohen

A message to be transmitted to the target audience requires a media through which the desired message reaches its destination. This throws light on the importance of media in advertising. Advertising a mediated communication needs the media to reach out to the desired group of consumers.

In the process of transmission, the advertisers try different kinds of media to woo the masses. It could be newspaper, magazine, TV or radio. The major advertising media include.

May times, the terms ‘medium’ and ‘vehicle’ are used interchangeably. It is important to differentiate between the two.

This suggests that a medium is broader channel of communications, whereas vehicle is a part o of the particular channel. To elaborate, for instance, Television is a ‘Medium” and Star Plus is a media vehicle. Similarly, in print media, Stardust or Femina are the specific media vehicles.

Media has a vital role in the process of advertising communication. Effective advertising is possible only if suitable media are available. A substantial proportion of the advertising budget allocation to the mass media is spent on buying space and time. Therefore media decisions assume considerable importance. The following decisions are of critical importance:

All the above choices of media and media vehicles are to be made in such a way that the desired exposure is obtained. There may be situations where it is not possible to attain the optimum level of exposure. In such situations, the effort of the media planners should be to see that optimum value for the money spent is obtained.

Before we go on to discuss the complications involved in placing an advertisement in the media, we shall discuss the difference types of media available for an advertiser.

1. Broadcast Media a) Television b) Radio	ü DOORDARSHAN ü STAR TV NETWORK ü SONY ENTERTAINMENT TELEVISION ü ZEE TV (Zee Smile, Zee News etc.) ü AAJ TAK, Total TV, NDTV India etc. ü MTV, etc ü Vividh Bharti ü FM (Radio Mirchi, Radio City, Red FM etc.) ü
2. Non Broadcast Media a) Cinema b) Video Cassettes c) Audio Cassettes d) Cable Television
3. Print Media a) Newspapers b) Magazines	ü National newspapers ü Regional/Local newspapers ü Daily newspapers ü Weekly newspapers ü Sunday newspapers ü Sunday/weekend sections of daily newspapers ü General magazines ü Special interest magazines ü Business/ Trade publications ü Personal/Institutional publications
4. Direct Response	ü Direct Mail Marketing ü Telemarketing
5. Outdoor Media	ü Posters ü Hoardings ü Wall-paintings ü Neon signs ü Sky Advertising (Air ballons, etc.)
6. Vehicular Media	ü Mainline trains ü Sub-urban trains ü Buses and trams ü Taxis & Auto-Rickshaw ü Private vehicles
7. Point-of-Purchase Media	ü Banners ü Stickers ü Packaging ü Painted signs ü Hangings ü Baskets ü Dummies,
8. Specialty Media	ü Signs printed on t-shirts ü Buttons/badges ü Caps stickers
9. Internet	ü Vortals ü Portals ü Independent websites
10. Miscellaneous Media	ü Trolleys at superstores ü Trolleys at airports ü Clowns/tall man, etc.

After listing down the various options available to an advertiser, we can now discuss the detailed analysis of each of the media type. To set the stage for our examination of the basic media strategy, it will be helpful to briefly outline their major characteristics.

1. Television

TV reaches every demographic category and achieves a creative impact with the use of colour, audio and motion. Since its invention, television has been primary source of the advertising. It is its uniqueness and the reach, which makes TV the most preferred type of media.

The advertising bookings on the TV have to be done well in advance. It is normally done for each quarter rather than the whole year. The advertising rates for various segments (e.g., prime time) are hiked from time to time depending upon the success of programmes being aired during that slot. For example, the advertising rates for Star Plus prime time went upto Rs. One lakh per second during the initial grand success of “Kaun Banega Karorpati (KBC)” a game show hosted by ‘Amitabh Bachchan’.

Advantages of Advertising on Television

a) Virtual Exhibition of Products: TV is an extremely creative and flexible medium. Virtually any product/service message can be communicated to the audience through this media.

b) Wide Reach: The reach and exposure of television is countrywide.

c) Cost Effective: Despite the higher cost of advertising on the television, it will remain extremely cost efficient for large advertisers who want to reach a mass audience.

d) Audio as Well Visual: The audiovisual impact of television commercial is said to be higher as compared to any other media type.

e) Prestigious Media: Television offers prestige to advertisers and gives the brand advertised a national image.

Disadvantages of Advertising on Television

a) Perishable – the message advertised on television is perishable and easily forgotten, if the repetitions are not there, which is often very expensive.

b) Cluster – Most advertisement are shown in a cluster, usually prior to, during breaks and at the end of the programme. The risk is that with so may not be able to start out or get noticed or may be confused with some other commercial.

c) Switching Channels: with the number of television channels available to the target audience, the choice of watching programme has increased. At the time of commercials being aired on a particular channel, audience might switch on to some other channel with the help of a remote control. This acts as a waste of money on that group of audience.

d) Less Attention – Many a time, not much attention may be given to the commercial because the viewers have the television on but may not be actually watching it. The potential audience may be busy in some other work.

2. Radio

Radio is a personal medium, which has lost some of its importance after commercial advertisement was allowed on television. The listeners of the radio news and programmes had come down drastically as more and more population switched on the television for news and other entertainment programmes. However, radio regained its lost luster with FM band gaining much popularity. This helped the advertising budget to be directed towards radio. The listener-ship figure kept going up and the programme on the FM kept gaining popularity. The cost of advertisement on the radio is still low as compared to that of other broadcast media. However, the present situation is that bulk of advertisement is still done on television as it has an extensive reach as compared to that of the most popular stations of the radio.

Advantage of Advertisement on Radio

a) Cost Effective: As compared to other medium, radio is a cheaper media and has a distinct appeal. This gives scope to the advertiser for continuous advertisement on the radio.

b) Regional Coverage: Radio offers local coverage on its medium wave channels. This facilitates advertises to reach the local markets with local products and local retail stores.

For example, in Delhi on the FM band, advertisement for fast food chains of Dominos, McDonalds, etc. is done continuously.

c) Specific Segment Advertisement: Radio can target its narrow listeners segment more selectively than television. For example, teenagers are often the heavy listeners of radio, especially in hostels and guesthouse where it is not affordable to keep a television.

d) Quick Response: Due to its relatively low cost of production and immediacy, radio can react quickly to the changing environment. Unlike television where the advertisement is scheduled for a quarter, advertisement on the radio can be place with in a week’s time also. This is one of the reasons that advertisement for local sale of a product and inauguration of a showroom are often aired on the radio.

e) Mobile Means: Radio is a mobile means of communication. Radio in the cars and other private and commercial vehicles gives proximity to the advertisers for sales even when the listener is on the move.

Disadvantage of Advertisement on Radio

a) Only Audio No Virtual Show: This is the biggest limitation of Radio that it is only an audio medium and lacks the visual impact. Products that require demonstration – washing machine or a virtual presentation like fabrics and ready-to-wear garments cannot be advertised effectively on the radio. For a number of products visual impact is very important in taking the potential customer to the stage of ‘desire’ to own the product, which is one of the limitations of radio.

b) Less Attention: Often the listeners play radio only as ‘background’ and rarely pay full attention to the advertisement being aired.

c) Less Quantity of Audience: Most of the radio stations register low average listeners. For an advertiser to achieve the acceptable reach and frequency, high repetition of advertisement is required, thereby pushing the costs up.

d) Difficult Research and Checkout of Effectiveness: Not sufficient listener research is available for important listener categories. For example the drive time and ad-of-home categories of listeners. This acts as one of the limitations of the actual reach figures of radio.

3. Newspapers

Newspapers have become the breakfast table partner in most of the literate households. For the majority of the educated population, the day starts with the newspapers. This is one of the reasons that the advertisers see it as one of the most important media reaching in the hands of certain sections of the society. Though most of the advertisements placed in the newspapers are primarily of local products or services, less that 15 per cent of revenues come from the national advertisers.

Newspapers have an edge over most of the other media because certain detailed information regarding the product or service being advertised could be easily made available to the reader. Though newspapers is a very influential weapon in the hands of the advertiser, but the overall advertisement revenue for the newspapers is coming down year after year.

Advantages of Advertisement in Newspapers

a) Wide Circulation: The circulation and readership data about the newspapers are easily available from the Audit Bureau of Circulation (ABC). Independent research agencies also conduct periodical readership surveys and make the findings available to the advertisers. With the help of this information advertisers can easily and scientifically plan their advertising schedules.

b) Low Cost: The production and media cost of the newspapers advertisement are much lower than the advertisement placed in TV and radio. Thus, well-placed and well-time advertisement in newspaper can prove to be more cost effective in rejecting the target readers.

c) Flexible Media: Advertising in the newspapers is extremely flexible. The creative group has the opportunity for using different colours, fonts, designs, etc. various coupons, sample sachets etc. can also be placed in the newspapers giving it leverage over other media.

d) Effective Research Possibility: The newspaper advertisement can be probed in for more detail by the reader. Due to its relatively cheaper rates, the advertisement space can be used for giving sufficient information about the components or ingredients of the product.

e) Storable not Perishable: The advertisement placed in newspapers can be read by the reader as per own convenience any time because it is not perishable like an TV advertisement. The reader can revert any advertisement at his own choice or might look through it if he doesn’t feel interested init.

Disadvantages of Advertisement in Newspapers

a) Less Attention and Reading: Most of the leading newspapers have 60 percent advertising content. According to the research studies the average reading time is of less than 30 minutes per newspaper. This means that very few advertisements are read by an average reader.

b) One-Day Life: Newspapers have a short life. Generally an advertisement missed on a day cannot be noticed again without a repetition.

c) Clutter: Clutter is yet another problem of advertisement. The reader zips through the pages and looks only for relevant news. As there are so many advertisements being placed in a newspaper for it would become difficult for the advertiser to get proper attraction for his product from the reader.

d) Only for Literate People: One of the most obvious limitations of placing the advertisement in the newspapers is that it does not reach the illiterate or non-reading sections.

e) Difficult to Target Advertising Group: Usually one newspaper is read by all the members of the family. This means the advertisement is faced with the readers of different age groups, gender, life-style, etc. Targeting becomes difficult thus causing a lot of the waste in advertising.

f) Quality of paper and Attraction is mandatory: The quality of the paper used in most of the newspapers is not very high. This hinders the high quality display advertising in colour.

4. Magazines

Magazines can be grouped as weekly, monthly, bi-monthly, etc. for example, Business World & India Today are weekly magazines, Advertising and Marketing (A and M) is a bimonthly and the economist is a monthly magazine. The magazines can be further classified as general interest magazines like India Today and Sarita or special interest magazines like film magazines Star Dust, Women’s magazines like Femina; student’s magazines – Competition Success Review, sports magazines, business magazines, investment magazines, general knowledge refreshers, fashion magazines, etc. Such a narrow classification of the magazines helps the advertisers to target a particular segment of customers.

Advantages of Advertisement in Magazines

a) Easy Availability: Magazines are easily available, in an umber of general and specialized titles with both geographic and demographic editions. This provides an opportunity to the advertisers to reach the narrowly defined readers segments.

b) Long Life: Advertisements placed in the magazines have a long life and is often passed along to several readers. Business publications are especially useful as reference tools and are routinely passed along and kept for long period of time.

c) More Attractive and Better Positioning: Advertisement for products or services positioned on lifestyle variable can be placed well in the magazines as compared to newspapers.

d) Prestigious Media: Magazine advertising lends prestige to the product, especially when the magazine has high credibility and visibility.

Disadvantages of Advertisement in Magazines

a) Not so Flexible: Most magazines have relatively long advertising deadlines, reducing the flexibility and the ability of advertisers to react to fast changing market conditions. Often new products cannot be brought to the notice of dealers and consumers within a very short time.

b) Less Impact in Repetition: Repetitive advertisements in the magazines do not have the same impact as that in the newspapers.

c) Small Coverage: Despite the obvious advantages of magazines specialization, it rarely reaches the majority of a market segment. Therefore, for an effective exposure, either several magazines must be used or some alternative media must supplement the magazine schedule.

5. Direct Response

Direct response means where in individual potential customer of any demographic background, product-user or even lifestyle segment could be reached with extreme accuracy. It is a medium particularly attuned to the target marketing philosophy of the 1990’s and has shown significant growth in the past decade. Direct mailers and telemarketing are the two forms where an individual inquiry is handled and informed about the product or service. Direct mailers are more of an advertisement in print form, where a letter or a pamphlet describing the relevant details of the product is mailed to potential customers. The purpose of such mailers is either to generate curiosity, offer a discount or a special scheme and of course to end up getting a sale. On the other hand, telemarketing is an interactive process whereby the potential customer is detailed about the product or service by the company’s executive on phone. Any queries can be sought on the phone there and then.

Advantages of Advertisement through Direct Response

a) Special One to One Communication: Direct response has the ability to target even the most narrowly defined audience.

b) Instant feedback: Instant Feedback and reaction to a particular advertising message can be taken through the mediums like telemarketing, coupons, etc.

c) Easy Evaluation: Advertising effectiveness becomes easier to be evaluated in direct response advertising by establishing a direct proportion between the amount spent on advertising and the number of inquiries generated or the sales figure.

d) More Persuasion: The potential customer can be convinced for a sale more effectively and personally in case of telemarketing.

Disadvantages of Advertising through Direct Response

a) High cost: High Cost per inquiry may become a major problem with some form of direct response advertising. The cost of printing, production and personnel had all increased significantly in recent years.

b) Same List of Prospects: Many times, the list of the prospect may not be updated. The cost of trying to reach this group with changed address or changed phone numbers may pinch the total budget. Further, the cost of updating the list may also be considerably high.

c) Less Interest of Prospects: Some prospects do not respond well to the calls of the telemarketing executives. They feel it a waste of time and even get rid, at times. Similarly, information, which is unsought, and reaches a prospect, may not receive the required attention, causing a waste of effort and money.

d) No Proof of Word of Mouth: Direct mails and telemarketing also has an image problem among many consumer groups and lacks the credibility that is enjoyed by some of the other mediums.

6. Non-Broadcast Media

Non-broadcast media include:

v The slides displayed in the cinema halls during breaks or intervals. This also includes the advertisements displayed before the movie begins.

v Video cassettes also carry slides of different products or services which constitute a part of the non-broadcast media. Many a times, a running slide at the bottom or on the top-end corners of the screen may also be displayed.

v Advertising messages usually at the end or in between of a slide of the audio cassettes may also be used by the advertiser as a means to convey the message to the prospective buyers.

v Today cable TV network has enveloped most of the cities and towns. Local advertisements can be displayed as a full-fledged audio-visual advertisement during various breaks, or as graphic full-screen slides or a running slide at the bottom of the screen.

All the above mediums together constitute the non-broadcast media and are very frequently being used by the advertisers.

Advantages of Advertisement on Non-Broadcast Media

a) The non-broadcast media is a very cost-effective media. It reaches the target audience at a cost which is affordable and avoids any kind of wastage, for example the advertisement of a newly released audio cassette may be placed at the end of the audio-cassette. Music lovers might get interested in buying the advertised cassette.

b) The repetition of the message also is cost effective and might act as a reinforcement to get interested in buying a product. Whenever the audio or the video cassette is played, the advertised message is displayed.

c) Cinema ensures a captive audience as people come to the hall of watch a movie of their choice. This choice ensures a higher degree of concentration as compared to TV viewing.

Disadvantages of Advertisement on Non-Broadcast Media

a) Zipping is one of the most common problems faced by the audio or the video cassette advertising. This means that the audience may fast-forward and track whenever advertised message plays on the cassette.

b) Constantly running slide on the cable or the videocassette may irritate the viewer. Instead of generating a positive attitude towards the advertised product, he audience may get hostile. This is especially true when the running slide causes any sort of disturbance in viewing the main programme or any disturbance in the audio performance is caused.

7. Outdoor Media

Outdoor advertising in

India

is mainly used by the marketers of consumer goods, government agencies, social and charitable organisations, hospitals, commercial houses, newspapers etc. for commercial purposes and the municipal authorities for civic purposes. Outdoor media includes:

Ø Posters

Ø Banners

Ø Hoardings

Ø Wall paintings

Ø Neon signs and displays

Ø Sky advertising

Banners, hoardings and displays can be put up on the road sides, on the road-dividers, bus-stands, railway stations and highways. One of the most important sites in the outdoor media is the playground where matches like cricket, football, tennis, etc are to be played. Here the viewer-ship is both direct and indirect, as the audience is present in the ground, as well as watching the match on there television sets. Outdoor media is a visual medium intended for the brand name reinforcement. It can also be effective in introducing new products. Since the hoarding is designed in an attractive manner it is difficult to ignore.

Advantages of Advertisement on Outdoor Media

a) Outdoor media with the messages put at the right places, can reach most of the production in a market with high frequency at very low cost per exposure.

b) It is one of the best mediums to be used for the announcement of or the introduction of new products and the brand name reinforcement.

c) Medium like neon signs and sky advertising and make use of attractive colours and lights. These are highly visible and instantly catch attention.

d) Teaser campaigns can be effective in the outdoor media, for example, the commercial launch of the “Rediff”, “Aquafina”, etc. were very effectively placed in the outdoor media as teaser campaigns.

Disadvantages of Advertisements on Outdoor Media

a) Outdoor media can carry very brief message of the advertiser. The copy usually is limited to 7-10 words. A detailed sales message cannot be read by a passer by and hence is ineffective.

b) Outdoor media has been attached constantly as a visual pollutant which distracts the driver. This has made it the topic of some controversy and legal restrictions. Some states and local legislation bans the medium partially and some ban it altogether. This negative image may discourage some advertisers from using the medium.

c) The effectiveness of the outdoor media is extremely difficult to evaluate. For example, to evaluate the hoarding sites, criteria such as visibility, height and illuminations angle, competition, deflection and obstruction as well as the number of pedestrians and the vehicles passing by is used. But the optimum level of each of the criteria is a difficult thing to assess.

8. Vehicular Media

Advertisers leave no opportunity untapped to deliver the desired message to the prospective customers. One of the most mobile mean of communication to the target audience by advertisers is the vehicular or the transit media. This refers to the paintings or stickers pasted on the vehicles with keep moving in the city or in an area of appeal of the advertised product.

Buses, taxis, auto-rickshaws carry the advertised message at a very nominal price. These vehicles move in the whole town or city and make the advertised message available to a wide range of audience. The advertised message may be put outside or inside the vehicle. Private vehicles like scooters, etc. carry the advertised message on the step in wheels covers. Stickers are pasted on the back windows of cars and other four wheel private vehicles. Products like soft drinks, along with social awareness messages like AIDS, cancer, education to the girl child, etc. may be advertised through this media.

Advantages of Advertisements on the Vehicular Media

a) The vehicular media is comparatively cheap and records for a higher exposures.

b) It works as a strong reinforcement of the brand name. It is therefore very effective for reminder advertisements.

c) Bright colours and creativity can catch the attention of the passers in a powerful way putting the message to an advantage.

d) The commuters inside the bus and trains have enough time to gaze through the advertised message. Similarly the passengers waiting at the bus stop and railway station get time to read the advertised message on the buses and the trains.

e) Since the vehicles are moving, more number of exposures can be generated.

Disadvantages of Advertisements on the Vehicular Media

a) People have raised objection against the vehicular advertisement as it distract the attention of the people driving on the road. Further concern has been raised by groups about its appearance on the public transport vehicles.

b) Since the vehicles move at a speed. The advertised message may not be read by the people. On the other hand, those who are commuting may not have so much of time to read the message.

c) This media does not focus on a particular audience group. The message travels wherever the vehicle moves. Diverse group of people might gaze at it. Therefore selectivity of the audience is missing.

9. Internet

It is very commonly said that the new era is the internet era. Everywhere, everyone seems to be availing of the facilities on-line i.e. internet. Whether one owns the PC or not, cyber café’s have made it possible for the interested people to surf the net. According to the recent survey conducted by NASSCOM, majority of the net users access the net for the purpose of E-mail (Electronic-mail) and chatting. Only a small proportion of the users do electronic-shopping i.e. buying and selling on the internet. The websites on the net also provide a wide range of information on almost every aspect of a variety of field like geography, science, general information, etc. Thus, such sites called the search engines are also frequently accessed for the purpose of collecting information. During the time when a person is connected to the net his concentration is on the screen. Advertisers make the best use of this concentration and make their message available on this screen in different forms to catch the attention of the net surfers:

v Most common advertisements over the net are the Banner-advertisement. These are advertisement of different sizes and are usually placed on top of the screen in such a way that the surfer might doubtfully understand it as a part of the whole screen.

v The second form of the internet advertisements are the button-advertisement. These are small buttons which, when clicked on get a connection to the website of the advertised message.

These buttons are usually of 3x3 cms. In dimension and are placed on the top corners of the web-page.

v More and more of the animation and interactive advertisement are coming to the fore with more and more subscribers getting connected online. Detailed information can be made available to the surfer on the click of his mouse. This facilitates the surfer to get into the detail of a particular message only if he is interested in proving for more. But generally these messages are so designed that surfer get attracted to click the message.

Advantages of Advertisement on the Internet

a) Advertisement place on the internet are targeted to the particular audience type. For example advertisement of baby products can be placed on the baby center site. Demating and other finance relating advertisements fan be placed on the financial advertisements, gift items advertisements can be placed on the sites relating to e-greetings, etc.

b) The internet advertisement is more interactive than any other form of advertisement. Here the viewer can probe in for more details on the parameters of his choice.

c) Internet advertisement provides the net surfer with the virtual experience of not only watching the audio and listening to the visual effects but also to feel and experience the product. For example, driving a car, etc.

d) Internet is one media which has an exposure across the national boundaries. Portals like Yahoo, Alta Vista have the viewer-ship across different countries. Thus advertisers on the internet have an opportunity to spread awareness about their product at the global level.

e) The behaviour of the internet users while watching the advertisement can be measured, the number of click through, page hits and movement of the eyeballs, etc. give an idea to the advertiser about the interest of the viewer on the net. This helps in designing attractive advertisement messages.

Disadvantages of Advertisement on the Internet

a) Presently, Bandwidth is a major problem in

India

. As a medium it is not quick enough. To be connected on-line is a task that checks the patience of the person.

b) The user has the freedom to choose from thousands of websites. It is quite difficult to motivate him to visit a particular site.

c) The frequent net-users get used to viewing the web-page. Their eyes become accustomed to ignoring the advertisement and they work very smartly only to watch the information of their use. This accounts as wastage on the part of the advertisers.

d) The click through advertisement do not account for the actual page views. Many a times the surfer might click-through an advertised message but may not actually view it and come back to the main site.

e) Presently, internet advertising is being used only as a supplementary media. Internet advertising as a full-fledged media has not developed till today. It accounts for a nominal part of the total advertising budget.

10. Miscellaneous Media

Apart from the above mentioned media, advertisers today have found numerous other mediums to make their presence felt by the target audience. The aim is to catch the attention of the prospects y any means. Any place or item, wherever a number of people put their eyes on, is being tapped by the advertisers to convey their message.

Ø Point of Purchase Advertisement

Marketers put attractively designed messages in innovative ways at the point where the purchase is to be made. Departmental stores, super store, chemist shops and other shops and stores catering to the consumer segments provide ample opportunity to the marketers for providing information at the last stage of decision making to the customer just before he buys any brand.

The most common ways the advertisers tap at the point of purchase are:

ü Putting banners

ü Hangings

ü Baskets

ü Stickers

ü Posters

One of the most impressive ways at the point of purchase is Window Advertising. Here the marketer hires a shelf or two by giving some sort of incentive to the shopkeeper. The shopkeeper is required to reserve the space for the brands of the marketer. The space carries the brand posters in the background and very loosely kept samples of brand. This gives an attractive look away from the cluster of hundreds of other competitive and non-competitive brands. This method is very commonly used by Hindustan lever ltd. For the promotion of its various brands like, fair and lovely, and pears naturals.

The point of purchase advertisement is considered to be highly effective as a reminder advertisement just before the customer is about to take the decision.

Attention

Interest

Desire

Action

Fig. Consumer decision – making process

The point of purchase advertisement is aimed at hitting just before the action stage in the consumer decision making process. Therefore, it has its own importance in reminding of a brand to a customer just before he is ready to buy a product. This reminder may work in the advantage of the marketer, when the customer might buy a brand on impulse or the one which is more visible.

Ø Speciality Media

Media times, for the sake of more visibility, marketers attempts to use things like:

ü T shirts

ü Caps

ü Bands

ü Buttons

ü Bags

ü Stickers

To put their message on and distribute it among the general group of people. For example, Fanta, from the house of Coco Cola company, distributed bands and buttons among the college students as a part of its advertising campaign. Maggi Noodles was advertised by Nestle Indian on T-shirts, Bags, Caps, etc. and distributed to the school students.

Specialities media may also, at times take the form of sales promotion. When T-shirts, Bags, etc. are given on the purchase of a specific quantity of the brand. The aim of Speciality media is the reinforcement of a brand name with more of its visibility.

Group member’s names and Roll no.	Topic Name
Group 1 Dhruv Arora (BBA/4546/17) Rishabh (4583) Yash (4581)	Role of IOT (Internet of Things) in Retail
Group 2 Rimjhim Sharma (4569) Somya Sharma (4570) Kamaljeet Singh (4556)	Future perspectives of Online and Offline Retailing in India: Comparative analysis of Issues, challenges and strategies
Group 3 Jalag Gupta (4555) Karthik Ahuja (4567) Naman (4543)	Promotional Schemes of Big Bazaar (including Profit Club Scheme, Payback Card and Exchange offer)
Group 4 Himanshi (4592) Pooja (4576) Akansha Rawat (4573)	Role and Application of RFM in Online and store retailing in India
Group 5 Udit Sharma (4577) Anurag Thakur (4568) Nibha (4580)	Role and application of Customer Lifetime value in Online and store retailing in India
Group 6 Surbhi Raj (4552) Aakansha Sinha (4560)	Merchandise Mix strategies of Multi-brand Store retailer: A Comparison of Lifestyle and Shoppers’ stop
Group 7 Gaurav Kumar (4541) Bhavya Dutt (4547)	Visual Merchandising strategies and practices in Luxury retail catering different merchandising: A Comparative study of Armani and Calvin Klein
Group 8 Shreya (4561) Jaya Laxmi (4563) Riya Kumari (4559) Raveena (4549)	Role of Information Technology in Organized Retailing in India
Group 9 Mahima Gupta (4565)	A review of existing promotional strategies of Store based Retailers in India
Group 10 Subheshwar Jha (4575) Manvi Goel (4585)	Role of Propos in visual merchandising in Store based retailing (Review of any 5 stores with using props effectively)
Group 11 Abha (4584) Vaishali (4591)	Merchandise display in a hypermarket: Review of General Techniques and categories wise strategies with special reference to application of planogram
Group 12 Raghav (4542) Jatin (4586) Divyank (4587)	Role of Private labels in retail with their impact on Profits and sustainability of a retailer.
Group 13 Anshu (4590)	Location decision in retail: Vicinity analysis and other strategic constraints
Group 14 Simran (4558) Akash (4566)	Role of Perceived value pricing in determining the retail pricing
Group 15 Harshnidhi (45 ) Manish (4578) Rajnish (4589)	Applications of AI in as a innovation for Future Retail Stores

Group member’s names and Roll no.	Topic Name
Group 1 Jinisha (BBA/4508/17) Anant(4595) Sakshi (4501)	Role of IOT (Internet of Things) in Retail
Group 2 Aniket (4520) Shubham (4599) Aishwarya (4521)	Future perspectives of Online and Offline Retailing in India: Comparative analysis of Issues, challenges and strategies
Group 3 Haravindh (4548) Rishabh (4513) Paramjeet (4539)	Promotional Schemes of Big Bazaar (including Profit Club Scheme, Payback Card and Exchange offer)
Group 4 Aakash D. (4514) Prince (4579) Sehej (4524)	Role and Application of RFM in Online and store retailing in India
Group 5 Isha (4502) Saahil (4504) Srishti (4594)	Role and application of Customer Lifetime value in Online and store retailing in India
Group 6 Ginni (4538) Aditi (4525)	Merchandise Mix strategies of Multi-brand Store retailer: A Comparison of Lifestyle and Shoppers’ stop
Group 7 Sanchit (4596) Manav (4529) Nikhil (4530)	Visual Merchandising strategies and practices in Luxury retail catering different merchandising: A Comparative study of Armani and Calvin Klein
Group 8 Areesha (4597) Ragini (4563) Diksha (4526)	Role of Information Technology in Organized Retailing in India
Group 9 Mayank (4523) Abhishek (4510) Kanika (4503)	A review of existing promotional strategies of Store based Retailers in India
Group 10 Vrinda (4519) Mansi (4517) Tanvi (4518)	Role of Propos in visual merchandising in Store based retailing (Review of any 5 stores with using props effectively)
Group 11 Aakash N. (4532) Amritanshu (4550) Ayush (4554)	Merchandise display in a hypermarket: Review of General Techniques and categories wise strategies with special reference to application of planogram
Group 12 Sachin (4505) Pooja (4509) Ravi (4537)	Role of Private labels in retail with their impact on Profits and sustainability of a retailer.
Group 13 Siddharth (4512)	Location decision in retail: Vicinity analysis and other strategic constraints

Dr. Arun Mittal

Pages

Friday, September 27, 2019

BBA 5005 Retail Management Assignment - Section B

BBA 50005 Retail Management: List of Assignments - SECTION A

Friday, May 03, 2019

TYPES OF MEDIA : ADVERTISING MANAGEMENT

Disadvantages of Advertising on Television

Disadvantages of Advertising through Direct Response