media planning and buying

timer Asked: Dec 20th, 2018
account_balance_wallet $35

Question description

You will answer all the first 4 questions mandatory

For question 5 and 6 you can choose one of them

500 words for each answer

Total words almost 2200

No plagiarisms- Harvard referencing and in text -citation are required.

I will attach the course lectures so u can understand better.

The answers should be based on Saudi Arabia not other country

In Q.3 you will answer all the 4 examples. Vimto is a juice Saudi brand research about it to be clear.

please write the questions before each answer

and please answer the questions in essay formula

Tutor Answer

School: Purdue University



Media Planning and Buying




Q1. Analyze why newspapers and not TV is the number one media platform in the
Kingdom of Saudi Arabia in terms of attracting ad-spend?
The value retention by newsprints is relatively high as compared to television (Burns &
Guseinov, 2003). They lead to revenue diversification, digital transformation, and optimized
performance. In Saudi Arabia, Arab news ranks among top three newspaper sites. This implies
many Saudi Arabians love reading newspapers than watching television. Whether pitching
services or promoting products, each organization should advertise so as to create relationships
with paying and new clients. Many companies face a challenge in choosing between spending
their scarce advertising resources on television or print ads (Katz, 2006). While in Saudi Arabia
the newspapers come with lower sticker prices than television advertising, it is worth noting that
the circulations of newspapers and magazine continue to decrease.
26 million citizens of Saudi Arabia have more than dozens of daily newspapers to select
from (House et al. 2003). With only a few published in English, most of the newspapers are
published in Arabic. Generally, the scene of Saudi media supports about 130 publications. All
newspapers are privately owned. However, the editors and publishers are approved or must be
appointed by the state. In Saudi Arabia, virtually every home print publication unlike TV,
readers can read the advertisements from the local publications in their local language. The
Saudis love to acquire their newspapers every day from the local newsstand, whereas the
organizations tend to purchase subscriptions that are relatively cheaper as compared to buying
subscriptions in the television. Print publications are still very much alive in the Kingdom of
Saudi Arabia (Burns & Guseinov, 2003). For sure, the companies that make or deploy
newspapers as part of their marketing mixes have the possibility to greatly increase their rates of



The newspapers leverage credibility (Katz, 2006). Print publications which constantly
provide readers with reliable and high-quality content create credibility, and organizations can
simply leverage this credibility. The brands that put ads in recognized newspapers known as the
"hallo effect" receive similar positive feelings from the readers which are related to the print
publications themselves. This implies that the ads of the company can be viewed as totally
trustworthy that makes sales much easier and generating leads. The print publications sway the
influential (House et al. 2003). The customers with the capacity to convince and persuade other
clients are influenced by print ads, with 53% influenced by newspapers and 51% influenced by
Newspapers readers have bigger attention spans (Burns & Guseinov, 2003). The print
readers do not normally multitask when they read newspapers or magazines that make them far
more receptive to the advertisements within the publications. We tend to turn to print media as
an engagement and entertainment form. Print advertisements provide more options and
flexibilities. It allows the organizations to target their audiences. The companies can select
exactly which part of the magazine or newspaper that their target clients are most likely to read.
The firms can select to run ads only in newspapers or s...

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Tutor went the extra mile to help me with this essay. Citations were a bit shaky but I appreciated how well he handled APA styles and how ok he was to change them even though I didnt specify. Got a B+ which is believable and acceptable.

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