Media.media types

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7-1 Copyright 2009 Pearson Education Canada

Media


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Media Types


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Media Decisions in Advertising

Newspapers

Magazines

Yellow Pages

Internet

Radio

Television

Outdoor Media

Direct Mail

Trade Exhibits

Cooperative Advertising(70+30)

Brochures

Coupons

Catalogs

Special Events

Monitored Media Unmonitored Media


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Major Advertising Media

Newspapers

Magazines

Radio

Television

Outdoor Media

Yellow Pages

Internet


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Newspapers

Advantages

Geographic selectivity

Short-term advertiser

commitments News value and immediacy

Year-round readership

High individual marketcoverage

Co-op and local tie-inavailability

Short lead time

Disadvantages

Limited demographicselectivity

Limited color Low pass-along rate

May be expensive


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Magazines

Advantages

Good reproduction

Demographic selectivity

Regional/local selectivity Long advertising life

High pass-along rate

Disadvantages

Long-term advertisercommitments

Slow audience build-up Limited demonstration

capabilities

Lack of urgency

Long lead time


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Radio

Advantages

Low cost

Immediacy of message

Short notice scheduling No seasonal audience

change

Highly portable

Short-term advertiser

commitments Entertainment carryover

Disadvantages

No visual treatment

Short advertising life

High frequency togenerate comprehensionand retention

Background distractions

Commercial clutter


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Television

Advantages

Wide, diverse audience

Low cost per thousand

Creative opportunities fordemonstration

Immediacy of messages

Entertainment carryover

Demographic selectivity

with cable

Disadvantages

Short life of message

Consumer skepticism

High campaign cost Little demographic

selectivity with stations

Long-term advertisercommitments

Long lead times forproduction

Commercial clutter


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Outdoor Media

Advantages

Repetition

Moderate cost

Flexibility Geographic selectivity

Disadvantages

Short message

Lack of demographic

selectivity High noise level


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Internet

Advantages

Fast growing

Ability to reach narrow

target audience Short lead time

Moderate cost

Disadvantages

Difficult to measure adeffectiveness and ROI

Ad exposure relies onclick through frombanner ads

Not all consumers haveaccess to Internet

Online


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Alternative Media

Ads in Movies

Interactive Kiosks

ComputerScreen Savers

Shopping Carts

DVDsCell Phone Ads

Floor Ads

Video Game Ads


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Public Relations

The element in the promotional

mix that:

Public

Relations

evaluates public attitudes

identifies issues of public concern

executes programs to gain public

acceptance


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Functions of Public

Relations

Press relations

Product publicity

Corporate communication

Public affairs

Lobbying

Employee and investor relations

Crisis management


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Public Relations Tools

Product placement

Consumer education

Event sponsorship

Issue sponsorship

Internet Web sites

New product publicity

Online


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Qualitative Factors in Media Selection

Attention to the commercial and the program

Program liking

Lack of distractions

Other audience behaviors


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Media Planning

Process of developing a plan of actionfor communicating messages

to the right people (target)

at the right time, and

with the right frequency.

Efficiency in media planning can be loosely

defined as gaining maximum impact orexposure at minimum cost to the client.


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The Media Plan

Document that outlines all relevantdetails including:

How a clients budget will be spent

Clearly defined objectives

Rationalized strategies

Precise execution details


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Media Planning Process

Marketing Plan

Media Objectives

Media Strategies

Creative Plan

Advertising Plan

Media Evaluation

Media Execution


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Media Objectives

Clearly worded statements that outline whatthe media plan should accomplish.

1. Who is the target market?

2. What is the advertising message?3. Where are the market priorities?

4. When is the best time to advertise?

5. How many, often, long?


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Media Strategies

Numerous factors are considered forachieving objectives:Target Market

Nature of Advertising MessageReach/Frequency/Continuity

Market Coverage

Best time to reach target

Competitor media strategies

Media alternatives

Budget

T t M k t M di


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Target Market MediaStrategies

Profile-

matchingRifleShotgun


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Nature of Advertising Message

Factual message

print & website

Emotional message

broadcast, online video & website

Promotional message

TV for awareness

Print, POP & website for details on how to enter

Brand-name awareness

outdoor &transit


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Reach/Frequency/Continuity

Reach

How many?

Frequency

How often?

Continuity

How long?


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Reach

The total unduplicatedaudience [individuals orhouseholds] exposed to a message one or more

times in a period (week).

Reach Formula= # households tuned in

# households in area

= 50 000 or 1

250 000 5

= 20%


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Frequency

The averagenumber of times an audience isexposed to a message over a period of time

(week).

Frequency Formula = Total Exposures

Reach

= 250 00050 000

= 5.0


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Impressions

Total number of commercial occasionsscheduled, multiplied by the total targetaudience potentially exposed to eachoccasion.

Impressions = Reach X Frequency

= 100 000 X 3

= 300 000

Over an 8-week schedule the gross impressionswould be:

2 400 000 (300 000 X 8)


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GRPs refer to the weight of a media

schedule against a pre-determined

target audience.

GRP = Reach (%) x Frequency

Gross Rating Points (GRPs)

C ti it E t &


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Continuity, Engagement, &

Flexibility

Continuity:The length of time required to generate impact

on a target audience.

Engagement:

The degree of involvement a person has with

the media when they are using it.

Flexibility:

The ability to modify media spending plansthroughout the scheduled advertising period.


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National Regional

Key Market

Selective

Identifying the number of markets

where advertising will occur.

Media Coverage


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Competitor Media Strategies

Media planners should analyzecompetitors media usage andexpenditure patterns.

Should you follow a similar pattern?Should you recommend a unique strategicdirection?


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Media Alternatives

Television

RadioNewspaper

Magazines

Out-of-Home

Direct-Response

Internet

1. Nature of the product

2. Description of the

target market and themedia they refer to

most often

3. Budget is key

influence

B d t I fl


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Budget Influence onMedia Strategy

Media Mix:

Primary &Secondary

Media

Selective

MediaUsage

Small

Budget

Large

BudgetReach

FrequencyContinuity

Market Coverage

Timing

Competition Media Usage

Type (Choice) of Media

Limited

strategy

Flexible

strategy


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Media Execution

Fine tuning the strategy and translating it intospecific action plans.

Media Selection Process


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Cost incurred in delivering a message

to one thousand individuals.

The formula for calculating CPM is as follows:

Unit Cost of Message

CPM = Circulation (000)

Cost per Thousand (CPM)

Media Scheduling and


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Media Scheduling and

Budgeting

Media schedule is normally presented in acalendar format, often referred to as a blockingchart.

Outlined in one or two pages

Media usage

Market coverage

Weight levels

GRPs

Reach

Frequency

Timing


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Media Scheduling

Even Skip

Pulse Seasonal

Blitz Build-Up


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Media Buying

Once the media plan is approved, the mediabuyernegotiates the buy with mediarepresentatives to obtain the most effective andefficient buy within the guidelines of the plan.


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Factors affecting budget size:

Size of Customer Base

Degree of Competition

Stage in the Product Life Cycle

Product Characteristics

Management Philosophy about Advertising

The Media Budget


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1. Percentage of Sales

2. Fixed Sum per Unit Sold3. Industry Average (Competition Spending)

4. Task (Objective) Method

5. Share of Advertising / Share of Market

Budgeting Methods

Documents

Media.media types