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Media Planning Considering this hypothetical scenario that proposes for the San Juan de la Pena Monks to engage in some new area of business, which is producing bottled water that they have plenty, it is necessary to give them some insights of the modern business and how important is media aspect in its marketing program. Obviously contemporary marketing programs always involve media aspects and therefore we are going to start the research by providing briefing for the monks as to why is the media aspect is so important in order to gain success in any business venture. The growth of communication from sign language and drumbeats to the instantaneous transmission of words and pictures round the globe via satellite is a long and fascinating story. After Gutenberg's invention of the movable printing press in 1468 and the emergence of newspapers thereafter, we saw the first signs of mass media. The world witnessed major breakthroughs like the first black and white photograph by Fox Talbot in England in 1939, the development of electric telegraphy in 1850 s, the first movie by the Lumiere Brothers in Paris 1895, the invention of the phonograph by Edison in 1896, the wireless radio by Marconi in 1912 and the first regular television sets and transmission in 1936.
Today, media has become a social institution whose main function it is to inform, analyze and entertain. It is dictated by societal norms and is a mirror of the prevalent cultures and thought processes. It includes within its gamut, various channels of communication like newspapers, magazines, television channels, radio stations, the Internet, news agencies, publishing houses, etc. These media organizations together form the media industry. One characteristic of the media industry is that it functions as a people to people dynamic chain. Organization and proper management of this industry is, therefore, essential for success as well as survival.
This means the effective application of management principles and techniques through the process of planning, organizing, staffing, directing and controlling. Media organizations thus create organizational systems and structures to enable speed and efficiency of all operations. Keeping these requirements in mind, let us focus on an important component of the media industry - the news agency. The history of the world news agencies can be traced back to the mid 19 th century when newspapers in advanced countries joined together to send correspondents abroad to cover events of common interest to them. Such pooling was dictated by economic necessity.
Charles Havas founded the first news agency, Havas in France, in 1835. In the US, the newspapers of New York got together in 1848 for the coverage of the war with Mexico. A trend developed into the system of a countrys newspapers jointly establishing a news agency for the coverage of both domestic and foreign news. Today, national news agencies exist in 120 sovereign countries but the major ones are located in the developed countries of the west. Some 35 developing countries have no news agencies at all including 24, with populations of more than 1 million.
A special feature of development is that five major news agencies dominate news collection and distribution all over the world by virtue of their size and technological strength. These are: 1) Agence France Press (AFP) - France 2) Reuters - Britain 3) Associated Press (AP) USA; 4) United Press International (UPI) USA; 5) TASS News Agency Russia. Each of these has offices in a large number of countries. Together they transmit millions of words each day to all parts of the world, informing and influencing public opinion and perceptions. The use of a news media agency would be necessary in order to bring a message to the public about the existence of the new product and about this products features. The reach of the news agencies is no longer limited to the press.
It includes the electronic media, especially the radio, which occupies a predominant place in developing countries. A news agency's product is not directly available to the public. It is served through intermediaries like the press, radio and television that determine what is offered to the public through a process of selection of news items. Where there is a multiplicity of papers and other media, almost everything that an agency puts out gets utilized in one form or another. But the agency itself has no say over what part of its service is published.
One must keep in mind that an agency's output is widely used by all media. It reaches the far corners of the country and travels beyond its borders. Its reach therefore, is many times greater than any chain of newspapers. The news agency thus becomes a pace setter for other media by virtue of its concentration on news work.
It is a source of basic news for all media and as such, influences the character of journalism itself. The scope of molding and influencing public opinion and the opinion of policy makers is far greater for an agency than for a single newspaper. This imposes a special responsibility on the news agency to be accurate, fair, objective and adequate in its presentation of news besides being independent. Therefore, in this way, news agencies form an integral part of the media industry. Not only is it a matter of convenience for newspapers to get information on world affairs through a centralized channel like a news agency; it is also an economic necessity. Even news agencies which derive their strength from large number of newspapers and other media would find it difficult to cover the entire world without depending on each other or drawing on local newspapers or information centers.
The speed of flow and spread of information, its power to incite and influence, subject news agencies to increasing stresses and obligations. The capacity of a news agency to fulfill these responsibilities to society and to the world will depend largely upon the caliber and the commitment to professional ethics of those who man the agency. Primarily, a news agency is a countrys main supplier of foreign news, which it obtains directly from: 1. A string of correspondents posted within the country and abroad; 2. From the monitoring of radio and television stations; 3.
Through exchange arrangements with other news agencies. A news agency deals with the matters of the moment. It offers topical information, news and comments, background and features, which may have abiding value but are chosen but are chosen primarily for their current interest. Unlike radio, television, newspapers and periodicals, the news agency does not seek to entertain even if it often deals in human-interest stories. It does not undertake to put across its opinions on issues and controversies, even if its back grounding helps readers to form their opinions. News agency activity is confined to an area where the major impact of its service is to inform people on matters of national and international importance through the media.
If it has any influence on the formation of public opinion, it is very indirect. News agency procedures are devised to facilitate quick transmission of news. The procedures may vary from agency to agency but the underlying principle is the same to inform and instruct. The news agency journalist must scrupulously follow the procedure in practice to avoid delay in transmission and confusion at the receiving end.
Unlike newspapers, a news agency does not operate under deadlines. Instead the agency transmits reports about a news event as it unfolds. Because it deals with a variety of news reports simultaneously, the order in which the stories are transmitted becomes important so as to ensure that a major story isnt held up by a less important report. In the case of running stories, an agency cannot afford to wait until the event is concluded to transmit its report.
The story is filed as developments occur. Thus it is necessary to conclude that media agencies have great importance in the developing of a marketing plan for entering into the new area of business for our particular situation as well as for any new intervention in business. We have discussed why the media is so important in this venture and now we move on to the subject of the advertising campaign that should be implemented in order for the product to be successful in the UK marketplace. For this purpose it is very useful to use services of an advertising agency that we have quite a few around. Advertising agency is a business that assists advertisers in all stages of the advertising process - from account management and planning to message creation, media planning, and research (Bergh & Katz, 1999, p. 29). In another words, advertising agencies are service companies that specialize in planning and execution of advertising programmes for their clients (Belch & Belch, 1990, p. 61 - 63).
An advertising agency acts on the basis of an assignment placed by the client in which the client also delegates some decision-making authority to the agency (Mills, 1990). In most cases the agency makes the creative and media decisions. Often it supplies supporting market research as well, and may even be involved in the total marketing plan. The activities undertaken and the amount of autonomy allowed to the agency vary from one relation ship to another (After & Myers, 1987, p. 10). Advertising services can be defined as packages of activities that are offered to other companies and which concern the planning, production and / or delivery of advertising. Advertising services are bought and designed to improve the purchasing companys performance and well being (Wilson, 1982).
Advertising is expected to influence the attitudes, intentions and behavior of the clients customers and thus increase sales and contribute to the growth of the client company. The core of any service is linked to the benefit it offers to the buyers. Therefore in buying advertising services, companies are purchasing knowledge and creativity embodied in individual people. Creativity is the heart and soul of advertising services and consequently a vital resource in every business relationship (Halinen, p. 28). The advertising services acts, planning; production and delivery of advertising are all essentially intangible activities, despite the fact that the knowledge and creativity are often translated in tangible forms. e.
g. written briefs, research reports, commercials and advertising videos etc. The outcomes of advertising and its effect on customers are often intangible as well. The final goal of advertising is usually to produce concrete economic benefits for the clients, but it is extremely difficult to assess these benefits.
Advertising services, in contrast to capital-intensive services are people-intensive. In organizations, the knowledge may be embedded in individuals, in the organization itself or in capital equipment. In the advertising business the core service is bound primarily to the individuals who provide it. The role of facilities and equipment is secondary in the provision of services. This means that the participation individuals
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