Media Selection in Advertising

Chapter 8

What kinds of ads get your attention? Are they found in “traditional” media like television or unusual places?

Where is the most unique or “oddest” place that you have seen an ad?

Media Planning

• Focus on consumer behavior• Create plans that reflect purchase

process (Chapter 3)

• Influence consumer in the marketplace

Components of a Media Plan

• Marketing analysis• Advertising analysis• Media strategy• Media schedule• Justification and summary

Factors that have changed the role of Media

• IMC – more than just mass advertising now

• Cost factors• Globalization• Complexity of the media function• Profitability

F I G U R E 8 . 5

Developing Logical Combinations of Media

Media Selection Factors

• Organizational Objectives• Target market(s)• Costs• Message Theme• Constraints• Product/Service considerations

Media Selection Factors• Advertising Objectives

• Reach• Frequency/OTS• Gross Rating Points = Reach X OTS • Cost per Thousand (CPM) = Cost/Total audience X

1000• Cost per rating point (CPRP) = Cost of media/rating

• Gross impressions – audiences total exposure to a communication

• Continuity – exposure schedule/pattern used in the campaign

market ain households ofnumber total

program a to turnedhousehold ofnumber Rating

Table 8.1

MagazineCost for 4-color fullpage ad

Totalreadership

(000's)

CPMTotal

Target Market (20M)

Rating(Reach)

Cost per RatingPoint (CPRP)

National Geographic $346,080 21,051 $16.44 16.1 $21,496

Newsweek $780,180 15,594 $50.03 12.2 $63,949

People $605,880 21,824 $27.76 9.4 $64,455

Southern Living $11,370 5,733 $1.98 2.4 $4,738

Sports Illustrated $965,940 13,583 $71.11 10.5 $91,994

Time $1,324,282 21,468 $61.69 15.9 $83,288

Travel & Leisure $183,216 2,205 $83.09 2.3 $79,659

U.S. News $100,740 8,929 $11.28 8.3 $12,137

Ad Campaign ContinuityContinuous campaignAdvantages:• Serves as a constant reminder to the

customer• Covers the entire buying cycleDisadvantages:• Higher costs• Potential for overexposure

Flighting Campaign

Advantages:• Cost efficiency of advertising, only used

during purchase cycles• Allows for more than one medium or

vehicle on limited budgetsDisadvantages:• Lack of awareness, interest, retention or

promotional message during non-scheduled times – could lead to decay

Pulsating Campaign

Advantages:• Same as the two previous methodsDisadvantage:• Not required for seasonal products,

or other cyclical products

Selecting Media• Television• Radio• Transit• Billboard• Internet• Magazines• Newspapers• Direct Mail• Alternate media

Alternative Media

Leaflets, brochures, and carry-home menus Ads on carry-home bags Ads on clothing and caps Ads on movie trailers (theater and rentals) Yellow pages Ads sent by fax Video replay and signage at sporting events Ads on walls in airports, subways, etc. Guerrilla marketing Product placements

This ad for a portable e-mail device is aimed at busy travelers looking for convenience.

http://www.billboardinfo.com

How Important Is Advertising to Magazines?

The chart below shows the top five magazines and the percentage of their revenues generated by advertising, subscriptions and newsstand sales

Total Revenue Advertising Subscribers NewstandTV Guide $1,172,127,000 41.9% 43.2% 14.9%People $1,155,395,000 61.8% 18.9% 19.3%Time $962,651,000 68.4% 27.2% 4.4%Sports Illustrated $905,313,000 67.8% 28.6% 3.6%Better Homes & Garden $595,667,000 74.6% 23.0% 2.4%

Source: Http://www.adage.com (1999 figures)

Media Mix - United States

Radio3%

Television47.2%

Magazines20.9%

Internet5.3%

Outdoor2.2% Newspapers

21.4%

Source: “100 Leading National Advertisers,” Advertising Age (June 29, 2004), pp. 1-5.

Achieving Advertising Objectives

1. Three-exposure hypothesis• Intrusion value• Takes a minimum of three exposures for an ad to

be effective• Effective frequency – number of times that one

must be exposed to message to achieve its objective

• Effective reach - % of target market that must be exposed to ad to achieve its objective

Achieving Advertising Objectives

2. Recency theory• Effective the closer to a purchase• States that consumers use selective

retention when they consider ads.• Advertising is a waste of money when

intended market is not reached