Write short notes on the following: (a) Cinema and cinema slide (b) Criteria for development of media plans.

Write short notes on the following:

(a) Cinema and cinema slide

(b) Criteria for development of media plans.

Ans.

(a) Cinema and Cinema Slides

Cinema and cinema slide advertising is also medium of publicity featured by motion, sound, vision, colour, etc. It is audio visual media of advertising. It has a wide range commencing from ordinary slide presentation to the film screening. The merit of cinema and cinema slides are as under-

1. Cinema and cinema slides have wide appeal.

2. They overcome language barriers.

3. Sound and sight both are employed to communicate advertising message.

4. Repeat advertising is possible.

5. There is deep impact on the viewers due to large screen size and the fine picture.

6. The audience consists of the various segments of the society.

7. A cinema shall offers the unique speciality. It provides mass publicity ranges from 1000 to 3000 persons.

8. Cinema advertising cuts across the barrier of literacy and languages.

Demerits of Cinema and Cinema Slides

These are as under-

1. It is a costly affair as it involves lot of activities e.g. film shooting, distribution etc.

2. Majority of the viewers resent advertisement messages.

3. It has limited coverage. In India there are hardly 6000 towns with 15000 theatres.

(b) Criteria for the Development of Media Plans

Following are the criteria for the development of media plans –

1. The Media Mix – It refers to the combination of different media. There is a w le variety of media and media vehicles are available. Firm may use only one medium or number of medium keeping in account budget size, features of product etc.

2. Reach – Firm makes decision on the message to be seen or heard by people. A new brand will require a very high level of reach. High reach is also desired at later stage.

3. Geographic Coverage – Promotional efforts are made in those geographical areas where people show their interest in the product.

4. Target Market Coverage – The media planner’s goal is to extend media coverage to many target audience to minimize the quantity of waste coverage. Target market coverage refers to the determination of market targeted for media message.