Economies of Television Media and its RFI Targeting Luxury Segment

P. Baskaran, S. Pragadeeswaran
2012 Procedia - Social and Behavioral Sciences  
The following need forced the researcher to go for this paper: (i) Ads especially Media Ads reaching luxury segment suffers drastically due to limitation of exaggerating the materialistic fact present in the concerned product; (ii) The frequency of the Ads influences the target segment to go for taking the purchase decision due to their lack in price consciousness; and (iii) The durability of the impact created upon the product by the Media Ad is short lived when the viewer become the user of
more » ... ecome the user of the product. The researcher proposing to do this initiative in order to facilitate the Corporate in taking absolute decision by avoiding miscommunication or gap between the promo assurances and the reality of the offering. This paper is going to rely upon the conceptual framework in regional as well as global perspective and a sample study with the responses of academicians and the employees of various sectors falling luxury segment. This study defines the luxury segment as the population longing for convenience in traveling and residing sophistications with absolute purchasing power of the same. In the recent scenario of country like India, Television Media has reached to the massive extent even to people living at downtrodden level. And so the companies can use the Television as the effective media tool. More over the people falling under luxury segment are assumed to be so busy, as they feel very hard to find time to view Television flashes regularly. So Message design and Media planning by the promoters (Companies) is to be considered with exclusive care after identifying the RFI (Reach, Frequency, Impact) estimates in order to reap or achieve the desired results. This objectives and the partial fulfilment of analysis carried out in this paper need to be confronted with experts for better redefinition, clarity and increased purview of the research premises, with added analytical view points in a descriptive research relating to the Media planning for the luxury segment.
doi:10.1016/j.sbspro.2012.03.287 fatcat:ftkrcwwpv5hexlkp2hpr2fr2ya