Advertising Media Research

Characteristics of Media Messages

All media messages share similar characteristics in terms of information, entertainment, and commercial aspects. All media messages are structured. We can say that media messages are presentations filtered by individual decisions and framed by the limitations of media technologies. This basic structure allows the audience's attention to focus not only on the message but also on the source behind the message and its purpose.

Each medium has different features, strengths, and a different structural discourse. Each medium has its own grammatical rules that allow it to be understood by users. In texts, this grammar creates names, verbs, sentences, paragraphs, and the like. In visuals, elements such as camera angles, movements, framing, and others create the discourse. In audio texts, effects, voice-over, and notes determine the grammar. On the internet, URL addresses, banners, sliders, and dynamic links are involved.

Media messages have specific purposes. Media messages are usually produced for multiple reasons and are created with separate objectives for each of these reasons by many groups.

All media messages contain specific values and perspectives in their content. Generally, all media messages also reveal the experiences and assumptions of the producers and the target audience. We can add social norms and the traditional behavior of the media to these. For example, while the prominent content of an apparel brand's advertisement is related to selling clothes (or the brand), the model appearing in the advertisement (body structure, height, weight, hair style, and color) also contains implicit ideas and cultural values about beauty.

Individuals draw meaning from media messages using their personal skills, experiences, and beliefs. Readers, listeners, or viewers are active participants in the mass communication process. Each individual is different, and it is not possible for everyone to arrive at the same interpretation; therefore, despite dominant interpretations that many people may agree on, unsupported misinterpretations can also be made. Interpretations of media content can be influenced by culture, geographical location, socioeconomic class, sexual identity, previous experiences, and knowledge.

Media and media messages have the power to influence beliefs, attitudes, values, and behaviors. Although the effect of the media is significant, it is not a definite or automatic process. While media messages can influence people, this is not always the case. Sometimes people may ignore messages. They may not want to be exposed to message sources they do not find appropriate or reliable. Sometimes messages reach so few people that they become insignificant. Nevertheless, marketing, advertising, and media planning proceed from the assumption that the media is effective and powerful.

Media Planning

Media planning consists of three main stages:

Selecting the mass communication vehicle that will deliver the advertising message to the target audience
Purchasing the time when the advertising message will be delivered
Ensuring that the advertising message is published at the purchased time

In other words, media planning can be defined as determining the place and time of advertising to achieve marketing objectives.

In the media planning process, the following questions need to be answered:

Which target audience will be reached?
What message will be conveyed?
Which media channel will be used?
When will the message be published?
What is the advertising budget?

Advertising Media Research

Characteristics of Media Messages

Each medium has different features, strengths, and a different structural discourse. Each medium has its own grammatical rules that allow it to be understood by users. In texts, this grammar creates names, verbs, sentences, paragraphs, and similar elements. In visuals, elements such as camera angles, movements, framing, and others create the discourse. In audio texts, effects, voice-overs, and notes determine the grammar. On the internet, URL addresses, banners, sliders, and dynamic links are involved.

Media messages have specific purposes. Media messages are usually produced for multiple reasons and are created with separate objectives for each of these reasons by many groups.

Media Planning

Media planning consists of three main stages:

Selecting the mass communication vehicle that will deliver the advertising message to the target audience
Purchasing the time when the advertising message will be delivered
Ensuring that the advertising message is published at the purchased time

In other words, media planning can be defined as determining the place and time of advertising to achieve marketing objectives.

In the media planning process, the following questions need to be answered:

Which target audience will be reached?
What message will be conveyed?
Which media channel will be used?
When will the message be published?
What is the advertising budget?
What percentage of the target audience needs to be reached to make a profit?
Where should advertisements be placed or in which media vehicles?
How many times should the target audience see the advertisement?
On which days and at what times should the advertisement be shown?
How much budget should be allocated to each medium?

Media planning should be considered as a series of decisions that provide the best solutions to a series of problems. The aim of planning is to balance many variables within a certain budget and to provide the best solutions. In essence, media planning aims to deliver the advertising message to the largest potential customers with the lowest cost and most effective manner. It is also worth noting that media is generally the highest cost item in marketing communication budgets.

Target Audience Analysis

Demographic Characteristics: The demographic characteristics of the target audience are determined based on factors such as age, gender, income level, occupation, etc. These details are crucial in deciding who the advertising will target and on which platforms it should be published.

Psychographic Characteristics: The psychological and social characteristics of the target audience, such as lifestyle, values, interests, etc., are analyzed through psychographic segmentation. This information helps determine what type of content the advertising should convey and what tone should be used.

Sociocultural Characteristics: The target audience's social class, cultural background, ethnic origin, etc., are analyzed to determine which cultural references to leverage and which values to emphasize in the advertising.

Regional Focus of the Advertising

The geographical regions targeted by the advertising campaign are determined at this stage. Regions with high population usually indicate high sales potential, making focusing on these areas strategic. In media planning, both quantitative and qualitative data are used to develop regional strategies.

Timing of the Advertising

Once the target audience and geographical regions are identified, decisions are made regarding when the advertising will be published. The fundamental principle of this stage is to ensure that the advertising is published at times when the target audience is inclined to purchase the product. Timing decisions are made based on seasonal factors, holidays and special occasions, days of the week, and hours of the day.

Seasonality

Advertising timing is based on the seasonal demands for products. For example, beach products in summer and heating devices in winter.

Holidays and Special Occasions

During special occasions like New Year's Eve, the purchasing tendency of the target audience increases, hence advertising strategies are strengthened during these periods.

Days of the Week

Weekdays and weekends have different impacts on consumer behavior. This information is important in determining the timing of advertising publication.

Hours of the Day

The advertising strategy is determined considering the impact of different hours of the day on consumer behavior. For example, food products can be advertised during meal times.

Duration of the Advertising Campaign

The campaign duration, which is the period of communication with the target audience, is determined at this stage. Factors include budget, purchasing cycle, competitors' advertisements, brand loyalty, and creativity of the advertisement.

Budget

Budget is as crucial as ammunition for the campaign. It must be effectively utilized towards the target. Continuous high-cost advertising is not sustainable.
Effective use of budget is facilitated through media planning, allowing for lower unit costs in media placements.
Advance planning always provides purchasing advantages; unplanned purchases of newspaper spaces, radio, and television result in higher unit costs and increased budget.
Advertising budget is the most important factor influencing the length of the advertising campaign.

Purchasing Cycle

When determining the length of the advertising campaign, the purchasing cycle, i.e., the time between consecutive purchases of the product by consumers, is taken into account.
Products that need to be continuously used such as food items, beverages, and cleaning products may require longer advertising durations.
To influence the target audience within a purchasing cycle, it is recommended to have three impressions (frequency).

Competitor Advertising

When determining the length of the advertising campaign, competitor advertising is also taken into account.
To maintain market share, if competitors continue advertising, it is necessary to continue advertising as well.
Planning based on competitors' advertisements provides a competitive advantage.

Brand Loyalty

The interest and dependency of the target audience on the brand are another important factor to consider when determining the campaign length.
Maintaining communication with loyal consumers through reminder advertisements is sufficient.

Creativity of Advertising

The effectiveness of the campaign duration is influenced by creative films and designs that align with the advertising goals.
A highly creative, attention-grabbing advertisement can spread through word of mouth, eliminating the need for repetition.

Status of Media

The overall condition of the media influences the adjustment of the advertising campaign duration.
During periods of high advertising density in the media, the cost of advertising spaces increases.
Evaluating new and creative media during peak usage periods is crucial.

Timing Strategies

5.1. Continuity Strategy

In this strategy, advertisements continue consistently throughout the year in a certain pattern. Advertising is uninterrupted and is sustained with the same expenditures apart from minor changes.
Continuity is required for products that require continuous usage throughout the purchasing cycle.

Budget

Budget is as crucial as ammunition for the campaign. It must be effectively utilized towards the target. Continuous high-cost advertising is not sustainable.
Effective use of budget is facilitated through media planning, allowing for lower unit costs in media placements.
Advance planning always provides purchasing advantages; unplanned purchases of newspaper spaces, radio, and television result in higher unit costs and increased budget.
Advertising budget is the most important factor influencing the length of the advertising campaign.

Purchasing Cycle

When determining the length of the advertising campaign, the purchasing cycle, i.e., the time between consecutive purchases of the product by consumers, is taken into account.
Products that need to be continuously used such as food items, beverages, and cleaning products may require longer advertising durations.
To influence the target audience within a purchasing cycle, it is recommended to have three impressions (frequency).

Competitor Advertising

When determining the length of the advertising campaign, competitor advertising is also taken into account.
To maintain market share, if competitors continue advertising, it is necessary to continue advertising as well.
Planning based on competitors' advertisements provides a competitive advantage.

Brand Loyalty

The interest and dependency of the target audience on the brand are another important factor to consider when determining the campaign length.
Maintaining communication with loyal consumers through reminder advertisements is sufficient.

Creativity of Advertising

The effectiveness of the campaign duration is influenced by creative films and designs that align with the advertising goals.
A highly creative, attention-grabbing advertisement can spread through word of mouth, eliminating the need for repetition.

Status of Media

The overall condition of the media influences the adjustment of the advertising campaign duration.
During periods of high advertising density in the media, the cost of advertising spaces increases.
Evaluating new and creative media during peak usage periods is crucial.

Timing Strategies

5.1. Continuity Strategy

In this strategy, advertisements continue consistently throughout the year in a certain pattern. Advertising is uninterrupted and is sustained with the same expenditures apart from minor changes.
Continuity is required for products that require continuous usage throughout the purchasing cycle.

Budget

Budget is as crucial as ammunition for the campaign. It must be effectively utilized towards the target. Continuous high-cost advertising is not sustainable.
Effective use of budget is facilitated through media planning, allowing for lower unit costs in media placements.
Advance planning always provides purchasing advantages; unplanned purchases of newspaper spaces, radio, and television result in higher unit costs and increased budget.
Advertising budget is the most important factor influencing the length of the advertising campaign.

Purchasing Cycle

When determining the length of the advertising campaign, the purchasing cycle, i.e., the time between consecutive purchases of the product by consumers, is taken into account.
Products that need to be continuously used such as food items, beverages, and cleaning products may require longer advertising durations.
To influence the target audience within a purchasing cycle, it is recommended to have three impressions (frequency).

Competitor Advertising

When determining the length of the advertising campaign, competitor advertising is also taken into account.
To maintain market share, if competitors continue advertising, it is necessary to continue advertising as well.
Planning based on competitors' advertisements provides a competitive advantage.

Brand Loyalty

The interest and dependency of the target audience on the brand are another important factor to consider when determining the campaign length.
Maintaining communication with loyal consumers through reminder advertisements is sufficient.

Creativity of Advertising

The effectiveness of the campaign duration is influenced by creative films and designs that align with the advertising goals.
A highly creative, attention-grabbing advertisement can spread through word of mouth, eliminating the need for repetition.

Status of Media

The overall condition of the media influences the adjustment of the advertising campaign duration.
During periods of high advertising density in the media, the cost of advertising spaces increases.
Evaluating new and creative media during peak usage periods is crucial.

Timing Strategies

5.1. Continuity Strategy

In this strategy, advertisements continue consistently throughout the year in a certain pattern. Advertising is uninterrupted and is sustained with the same expenditures apart from minor changes.
Continuity is required for products that require continuous usage throughout the purchasing cycle.

5.2. Pulse Strategy

Similar to the continuity strategy, the pulse strategy also involves consistency, but in this strategy, advertisements intensify during certain periods and then decrease.
As the consumer's purchasing cycle lengthens, the pulse strategy becomes more advantageous.
Products like ice cream, which are more preferred during summer months, can be considered suitable examples for the pulse strategy.

5.3. Pulsing Strategy

In this strategy, advertisements are aired at regular intervals, with breaks in between where no ads are aired. These periods without ads are known as gaps.
Pulsing strategy is also referred to as "alternate intensity."

5.4. Bursting Strategy

Used when aiming for rapid success, this strategy involves airing the same advertisement every half hour during prime-time hours when viewership is highest.

5.5. Roadblocking Strategy

In this strategy, the same advertisement is aired simultaneously across multiple channels to prevent the target audience from channel surfing and missing the ad.

5.6. Blinking Strategy

Used for effective solutions, typically on important days, this strategy involves heavy advertising across all channels for a single day.

5.2. Pulse Strategy

Similar to the continuity strategy, the pulse strategy also involves consistency, but in this strategy, advertisements intensify during certain periods and then decrease.
As the consumer's purchasing cycle lengthens, the pulse strategy becomes more advantageous.
Products like ice cream, which are more preferred during summer months, can be considered suitable examples for the pulse strategy.

5.3. Pulsing Strategy

In this strategy, advertisements are aired at regular intervals, with breaks in between where no ads are aired. These periods without ads are known as gaps.
Pulsing strategy is also referred to as "alternate intensity."

5.4. Bursting Strategy

Used when aiming for rapid success, this strategy involves airing the same advertisement every half hour during prime-time hours when viewership is highest.

5.5. Roadblocking Strategy

In this strategy, the same advertisement is aired simultaneously across multiple channels to prevent the target audience from channel surfing and missing the ad.

5.6. Blinking Strategy

Used for effective solutions, typically on important days, this strategy involves heavy advertising across all channels for a single day.

5.2. Pulse Strategy

Similar to the continuity strategy, the pulse strategy also involves consistency, but in this strategy, advertisements intensify during certain periods and then decrease.
As the consumer's purchasing cycle lengthens, the pulse strategy becomes more advantageous.
Products like ice cream, which are more preferred during summer months, can be considered suitable examples for the pulse strategy.

5.3. Pulsing Strategy

In this strategy, advertisements are aired at regular intervals, with breaks in between where no ads are aired. These periods without ads are known as gaps.
Pulsing strategy is also referred to as "alternate intensity."

5.4. Bursting Strategy

Used when aiming for rapid success, this strategy involves airing the same advertisement every half hour during prime-time hours when viewership is highest.

5.5. Roadblocking Strategy

In this strategy, the same advertisement is aired simultaneously across multiple channels to prevent the target audience from channel surfing and missing the ad.

5.6. Blinking Strategy

Used for effective solutions, typically on important days, this strategy involves heavy advertising across all channels for a single day.

5.2. Pulse Strategy

Similar to the continuity strategy, the pulse strategy also involves consistency, but in this strategy, advertisements intensify during certain periods and then decrease.
As the consumer's purchasing cycle lengthens, the pulse strategy becomes more advantageous.
Products like ice cream, which are more preferred during summer months, can be considered suitable examples for the pulse strategy.

5.3. Pulsing Strategy

In this strategy, advertisements are aired at regular intervals, with breaks in between where no ads are aired. These periods without ads are known as gaps.
Pulsing strategy is also referred to as "alternate intensity."

5.4. Bursting Strategy

Used when aiming for rapid success, this strategy involves airing the same advertisement every half hour during prime-time hours when viewership is highest.

5.5. Roadblocking Strategy

In this strategy, the same advertisement is aired simultaneously across multiple channels to prevent the target audience from channel surfing and missing the ad.

5.6. Blinking Strategy

Used for effective solutions, typically on important days, this strategy involves heavy advertising across all channels for a single day.

5.2. Pulse Strategy

Similar to the continuity strategy, the pulse strategy also involves consistency, but in this strategy, advertisements intensify during certain periods and then decrease.
As the consumer's purchasing cycle lengthens, the pulse strategy becomes more advantageous.
Products like ice cream, which are more preferred during summer months, can be considered suitable examples for the pulse strategy.

5.3. Pulsing Strategy

In this strategy, advertisements are aired at regular intervals, with breaks in between where no ads are aired. These periods without ads are known as gaps.
Pulsing strategy is also referred to as "alternate intensity."

5.4. Bursting Strategy

Used when aiming for rapid success, this strategy involves airing the same advertisement every half hour during prime-time hours when viewership is highest.

5.5. Roadblocking Strategy

In this strategy, the same advertisement is aired simultaneously across multiple channels to prevent the target audience from channel surfing and missing the ad.

5.6. Blinking Strategy

Used for effective solutions, typically on important days, this strategy involves heavy advertising across all channels for a single day.

5.2. Pulse Strategy

Similar to the continuity strategy, the pulse strategy also involves consistency, but in this strategy, advertisements intensify during certain periods and then decrease.
As the consumer's purchasing cycle lengthens, the pulse strategy becomes more advantageous.
Products like ice cream, which are more preferred during summer months, can be considered suitable examples for the pulse strategy.

5.3. Pulsing Strategy

In this strategy, advertisements are aired at regular intervals, with breaks in between where no ads are aired. These periods without ads are known as gaps.
Pulsing strategy is also referred to as "alternate intensity."

5.4. Bursting Strategy

Used when aiming for rapid success, this strategy involves airing the same advertisement every half hour during prime-time hours when viewership is highest.

5.5. Roadblocking Strategy

In this strategy, the same advertisement is aired simultaneously across multiple channels to prevent the target audience from channel surfing and missing the ad.

5.6. Blinking Strategy

Used for effective solutions, typically on important days, this strategy involves heavy advertising across all channels for a single day.

5.2. Pulse Strategy

Similar to the continuity strategy, the pulse strategy also involves consistency, but in this strategy, advertisements intensify during certain periods and then decrease.
As the consumer's purchasing cycle lengthens, the pulse strategy becomes more advantageous.
Products like ice cream, which are more preferred during summer months, can be considered suitable examples for the pulse strategy.

5.3. Pulsing Strategy

In this strategy, advertisements are aired at regular intervals, with breaks in between where no ads are aired. These periods without ads are known as gaps.
Pulsing strategy is also referred to as "alternate intensity."

5.4. Bursting Strategy

Used when aiming for rapid success, this strategy involves airing the same advertisement every half hour during prime-time hours when viewership is highest.

5.5. Roadblocking Strategy

In this strategy, the same advertisement is aired simultaneously across multiple channels to prevent the target audience from channel surfing and missing the ad.

5.6. Blinking Strategy

Used for effective solutions, typically on important days, this strategy involves heavy advertising across all channels for a single day.

Media Selection

Media selection is crucial for reaching the target audience effectively. During this process, media classes and specific channels are carefully chosen.

Media Classes and Types of Channels

Mass Media: This is the most effective choice for products and services marketed to large audiences. It is used to build brand awareness and attitude.
Point-of-Decision Media: Aims to reach consumers at the point of purchase or use. For example, point of purchase (POP) tools fall into this category.
Direct Response Media: Utilizes tools like direct mail, telemarketing, interactive TV, and internet marketing. It is often used as an alternative to personal selling and is not effective for long-term brand awareness.

Media Consumption Habits of the Target Audience

The media consumption habits of the target audience are crucial in media selection. With advancements in technology, consumers' media consumption habits have diversified and changed.

Product Characteristics and Media Alignment

Product characteristics should align with the chosen advertising media. For example, visual products should be advertised on visual media like television.

Considerations in Media Selection

Media classes and channels should be chosen correctly to reach the target audience most effectively.
Determine whether global, national, regional, or local channels should be selected.
Consider the target audience's media consumption habits when selecting media.

Based on this information, a customized media plan should be created for each product and service, selecting the most appropriate channels to maximize the intended impact.

Media Processing Capacity of Channels

The media processing capacity of channels is a critical factor in managing the target audience's perceptions of the brand. Brand attitude strategy varies depending on whether brand awareness is low or high and whether the reason for brand preference is informational or transformational (persuasive).

Advertisements for Low Involvement - Informational Brands

These types of brands are typically introduced with one or two benefit claims and can be communicated through any mass media.

Advertisements for Low Involvement - Transformational Brands

Visual ads are essential for these brands focused on "image."
Media like radio, which is purely auditory, is not preferred.
Magazines are often excluded due to the high frequency required.

Advertisements for High Involvement - Informational Brands or Products

For example, ads for products like cars or household appliances typically contain a wealth of information.

Cost Factor

Television is expensive, whereas radio is much more affordable compared to television. On the other hand, costliness or affordability is evaluated based on the cost per thousand (CPT) in media planning. In this regard, television is a cost-effective channel in terms of the audience size it reaches, and attention should be paid to this cost-effectiveness.

Media selection should differ for brands with a small target audience, local retailers, and national or multinational companies. Local firms, due to their narrow target audience, will use local newspapers, local outdoor advertising, catalogs, brochures, and direct mail instead of mass media.

Media selection concludes with the creation of a media plan, followed by media buying after approval.

Purchase and Post-Purchase Evaluation

Media Objectives

Are media objectives sufficiently aligned with marketing goals and strategies?
Has it been proven that the identified target audience is the most suitable?
Are the objectives comprehensive?

Media Strategies

To what extent do strategies achieve media objectives?
How well thought out were the strategies selected?
Were all options evaluated before selecting strategies?
Are the strategies comprehensive?

Reach / Frequency / GRP

Have the correct levels been selected for Reach, Frequency, and GRP?
Have the appropriate relationships between Reach and Frequency been chosen?

Media Vehicle Selection

Have the right vehicles been chosen?
Has statistical target audience data been provided?
Have all suitable alternatives been evaluated?
Is there a need for subjective evaluations of the vehicles?

Geographical Weighting

How well was geographical weighting performed?
Is the weighting method used logical?
Has the weighting been completed?