Media go through it all and analyse it.

Media planning
consists of a series of questions that will make it easier to deliver the
promotional message to prospective purchasers and buyers. It should be thought
of as a process or a series of decisions that provides the best answers to a
set of problems. There are many problems in media planning such as insufficient
media data. Not everything all information that a media planer will need is
available for them. This could either be because it is too expensive to collect
or because the audience cannot be measure. Another problem is time pressure.

Sometimes, the media planner doesn’t have all the necessary information needed
to solve problems properly and so it takes time. On the other hand, sometimes
there is way too much information that there is no time for someone to go
through it all and analyse it. Institutional influences on media decisions are
another problem in media planning. This is the effect of client pressure to use
or not to use certain media vehicles or to use them in certain ways. The
problem with institutional influences is that there is hardly any information
or no information at all that concerns the level of which they exist or how
much they actually affect decisions. Planners are not always objective, which
is another issue. Media executives usually think that when numbers
substantiates a decision, then the decision is most definitely valid because
they think that the numbers prove that. It is also affected when the planner
accepts relative data as absolute.  The
problem with media planning is measuring advertising effectiveness. The
effectiveness of direct response online advertising can easily be found and
measured through click rates. However, sometimes there is no accepted way of
measuring advertising effectiveness for things such as consumer package goods
and so it makes it hard to prove the correctness of media decisions.

 

There are various
media types that can be used. Traditional mass media is any of radio,
television, newspaper, magazine, and any print publications. It is the most
used source of medium as it is easy to get the message across to a large
audience at a relatively low cost and it can reach to special kinds of
audiences. However, there is always a downside. This means that the marketing
would be forced on you and so it does not necessarily mean that people will pay
attention to it, which means that the response rates could be low. Any new
experimental way of delivering a message to prospective clients or buyers is
considered as a non-traditional medium. It is a way of getting yourself and
your company to stand out from your competitors and bring attention to your
buyers. This could be done through banners at public events, posters in health
clubs, TV screens at airports and so on. However, since it is hard to figure
out what the advertiser receives for the money, it makes it a problem this is
usually caused by not continuing measurements of the audience delivered by
these less established media.Online/digital media is when real time interaction
happens between the user and content producer through the Internet. It solves a
lot of problems that traditional mass media deals with. For example, it is far
less expensive and you are more able to reach the audience that you are
targeting. Online media allows you to learn about what you need to know about
the product before you even buy it but traditional mass media forces an opinion
on you. However, the main problem with online media is that your target
audience must be interactive on the Internet. If they are not, you are likely
to lose your customers. There has always been a battle between traditional mass
media and online media. For some businesses, one medium may work better than
the other. Using both may be the best way to get a well-balanced mix and the
best way to get your message to the audience that you want it to reach.

The last medium is
specialised/niche media. This is when magazines for example, focus on a
particular and specific interest such as photography, travel, business. It is
considered as niche media because of their special interest focus. Other
specialised media exists only to deliver advertising messages and they do not
carry editorial matter. However, because there has been a rise in the Internet
and many other sources, it affects the survivability of the medium.

 

 A media objective is a clear statement of a
goal. It tells the planner what they need to achieve. The rationale supports
the media objective with marketing facts. It is the basic or underlying reason
or explanation. There are many factors that need to be looked at before
deciding which medium you are going to select. First of all, the budget must be
considered. How much are you willing to spend or how much can you spend on your
advertising? If you do not know your budget, you may plan for something more
than you can afford. Your target audience is another factor. It is important to
know which media they are more associated with. Are they more likely to read a
newspaper/magazine or are they more likely to be on the Internet. If so, which
magazines/newspapers do they read and which social networking sites do they
visit? The message you are sending out is another factor that needs to be
considered, as you need to know the focus of the message. Readership of media
is important too, which is the estimate of how many readers a publication has
and so picking a certain newspaper or magazine is important. Circulation is the
count of how many copies a specific publication is distributed and who exactly
reads them. Timing is another factor. You need to know when the best time is to
send out your message, whether it is a specific season, month, week or
time. 

 

Print media is any
form of printed publication such as magazines and newspapers. It can even be
community newsletters, flyers or brochures. It gathers and publishes news in
the form of newspapers or magazines mostly. It reaches a broad audience of
readers on a daily basis. Newspapers have a mixed content and they target
different readerships as they include things from sports, fashion, politics and
business. Magazines on the other hand, cover a wider range of interests and
offer advertisers extensive choices of readership and frequency. There are many
reasons as to why print media is important. Firstly, some people prefer it more
because it is tangible. It is easily accessible and versatile. It is a more
serious form of advertising and investing in advertising in print media shows
people how serious you are. However, there are disadvantages to it too.  Print media does not reach to the same amount
of audience as another medium would such as the television. People may just
throw the print media away after one read or even after just skimming through
it. It is not suitable for those who do not have a lot of time to plan things
out carefully because of tight deadlines and not everyone has the time to read
through heaps of information.

 

The decline of
newspapers and print media has been widely debated. Newspapers are usually read
by people of older age. The younger generations are more into finding world
information out through the Internet and this is slowly affecting the older
generations too as we all have quick access to the Internet. Newspaper
publications are not aware of what appeals o the younger generations and so
they only have a limited amount of audience because of this. Sometimes,
newspapers are impractical. It is a bunch of papers with endless writing and so
the reader could lose interest. Not everyone is able to flip through that
amount of papers at their location and so it could be a hassle and inconvenient
for them. It is way easier to find something on the Internet, especially if you
are looking for something specific. The television is another reason as o why
print media is declining. This made reading useless. You can get reports on
stories that are happening around the world the same time that it is happening
without having to wait for the newspaper the next day or week. The major reason
as to why print media readership is declining is because of the Internet. Nearly
everyone all over the world has access to the Internet and anyone that has a
phone or laptop is likely to be on is constantly. Therefore, it is very easy
for them to get news as well as entertainment within seconds, at the tip of
their fingers.

 

The media of
Bahrain mainly consists of daily and weekly newspapers along with the radio and
television. The three main papers of the country are ‘Akhbar Al Khaleej’, ‘Al
Ayam’ and ‘Gulf Daily News’. Akhbar Al Khaleej has a circulation average of
40,000, Al Ayam 36,000 and Gulf Daily News is the English language sister paper
of Akhbar Al Khaleej. There are 7 daily newspapers in Arabic and English and 15
weekly newspapers and magazines in English and Arabic. There has been an
increase since the year 2000 when there were only 4 newspapers and magazines.

In 2000, there had only been 9 magazines and in 2014 it shot up to 38
magazines. It is estimated that around 2500 copies of imported newspapers are distributed
daily in Bahrain. Bahrain is at the head of countries, being ranked 1st
globally for mobile broadband penetration and 2nd for Internet
users. However, the Bahrain press declined in 2011. This caused an aggressive
attack on the press and on the journalists. 2011 is considered as one of the
worst years for the Bahraini press. It is said that because of what happened to
the Bahraini press, experienced journalists had left their jobs, as they could
not do it professionally anymore and the industry started to higher younger
inexperienced journalists to do the job instead and so that they could guide
them in whatever way they wanted to. Newspapers started to give importance to
issues that were not necessary and therefore, so many newspapers had the same stories
and headlines. This showed that there was a lack of professional work in
reporting due to the younger staff that they were hiring. Because of this,
readership in print media started to decline. It was also said that some
newspapers published photographs and named of people before trials as well as
fabricating news and so people started to lose interest. Because of certain
events that happened on the 14th of February in Bahrain, it was hard
to contain the flow of information because it took place in the digital age. It
is known that Bahrain has one of the highest Internet penetration rates. There
are 1,309,517 Internet users in June 30th 2017, which is 98% of the
population. 86% of the population find the Internet the best and most important
source for news but 82% use it as a source of entertainment. There are multiple
Internet service providers in Bahrain such as Batelco, Zain and Viva, which
gives people a choice of to pick which one is the most suitable for them. There
has been a rise in social media influencers in Bahrain as well. They spread
their news along with entertainment for their followers through regular videos
on snapchat and twitter. Some people of the younger generation rely on them to
get their news from, which shows that print media is slowly becoming unpopular.

 

In conclusion,
print media readership has declined not only in Bahrain but all over the world
too. The advancements in technologies and in social media networks made this
happen. Even though traditional mass media is always something hat is
considered when marketing and advertising, the easiest and quickest option is
for it to be done through online/digital media. Print media can be the most
useful for some companies such as those that need a daily print of new
information. Big newspapers are growing and developing on the Internet while
the smaller ones are finding it more difficult. People spend 19 hours per week
using their mobile Internet, not including time spent on other apps and games
on their phones. This shows that their time is consumed on their mobiles that
they may not even think about reading through magazines or newspapers. 68% of
users in Bahrain that are on the Internet at least once a day use it to look
for news, whether it is local, national or international.