Professional Documents
Culture Documents
Media Terminology
Media Planning Media Objectives Media Strategy Media Broadcast Media A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Media Terminology
Print Media Media Vehicle Reach Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Coverage
Frequency
Setting Media Objectives Determining Media Strategy Selecting Broad Media Classes Selecting Media Within Class Media Use Decision Broadcast Media Use Decision Print
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Time Pressure
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Inconsistent Terms
Low BDI
High market share Good market potential High market share Monitor for sales decline
Low CDI
The category isnt selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline.
Low CDI
Media Scheduling
Advertising is run steadily throughout the period. Advertising is run heavily every other month or every two weeks. Advertising combines continuous scheduling with flighting.
Continuity
Flighting
Pulsing
Jan
Feb Mar
Jul
The number of times an individual is exposed to a message during a time period. The ability of an advertising medium to reach a precisely defined market.
Audience Selectivity
+
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketing Factors
Brand Loyalty
Brand Share
Usage Cycle
Brand History
Share of Voice
Purchase Cycles
Target Group
Message Complexity
Message Uniqueness
New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout
Advertising Units
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Media Factors
Attentiveness
X 1,000
Circulation
Media Selection
Coverage is the theoretical maximum number
of consumers in the retailers target market that can be reached by a medium and not the number actually reached. Reach is the actual total number of target customers who come in contact with an advertising message. Cumulative Reach is the reach that is achieved over a period of time.
Media Selection
of times each person who is reached is exposed to an advertisement during a given time period. Cost Per Thousand Method (CPM) is a technique used to evaluate advertisements in different media based on cost. The cost per thousand is the cost of
the advertisement divided by the
Media Selection
Alternative Media
Television
Has grown to rival newspapers as the dominant advertising medium Greatest share of TV ad revenues come from companies that advertise nationally Virtual Ads that are superimposed onto sporting events -- they seem to be part of the arenas signage, but cant be seen by those attending the event Another trend: abbreviated spots 15 and 30 second spots Cable TVs share of ad revenues has grown, while the networks share is
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Advantages
Television
Disadvantages
Short life of message Expensive with high campaign cost Little demographic selectivity with network Long-term advertiser commitments Long lead times Clutter
Wide, diverse audience Low cost per thousand Creative and demonstrative Immediacy of messages Entertainment carryover Demographic selectivity with cable
Disadvantages
Low Selectivity Short Message Life High Absolute Cost High Production Cost Clutter
Radio
Popular choice for up-to-the-minute newscasts Also popular for targeting advertising messages to local audiences Recently, has become one of the fastest-growing media alternative Playing an increasingly important role as a national, an even the global, favorite
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Advantages
On Line http://www.radioindustry.about.com
Radio
Disadvantages
No visual treatment Short advertising life
Selectivity and audience segmentation Immediate and portable Geographic flexibility Entertainment carryover Short-term ad commitments
Commercial clutter
Background distractions
Disadvantages
Audio Only Clutter
Magazines
Divided into two broad categories of consumer magazines and business magazines These categories are also subdivided into monthly publications and weekly publications Top five in the U.S.
AARP The Magazine Readers Digest TV Guide Better Homes & Gardens National Geographic
Automotive, retail, and movies and media advertisers are the biggest
Magazines
Advantages
Disadvantages
Higher cost per contact
Long-term advertiser commitments
Good reproduction Demographic selectivity Regional/local selectivity Long advertising life High pass-along rate
Lack of urgency
Long lead time
Disadvantages
Long Lead Time for Ad Placement Visual Only Lack of Flexibility
Newspapers
Continue to dominate local markets Retail and classified advertisement are key Important advantages include flexibility and community prestige Newspapers facilitate coordination between local and national advertising Newspapers offer powerful merchandising services like promotional and research support
Newspapers
Advantages
Disadvantages Limited demographic selectivity
Little color
Year-round readership
Geographic selectivity
Immediacy High individual market coverage Short lead time
May be expensive
Low pass-along rate Clutter Mass market medium
Disadvantages
Short Life Clutter Low Attention Getting Poor Reproduction Quality Selective Reader Exposure
Outdoor Advertising
Includes billboards, painted bulletins or displays (such as those appearing on walls of buildings), and electric spectaculars The oldest and simplest media business Is particularly effective along metropolitan streets and other hightraffic areas Faces public concern over aesthetics
Outdoor Media
Advantages Disadvantages
Short message Lack of demographic selectivity High noise level
High exposure frequency Moderate cost Flexibility Geographic selectivity Broad, diverse market
Disadvantages
Sort Exposure Time Short Ads
Poor Image
Local Restrictions
Direct Mail
Almost half is immediately discarded as junk Detailed information and personalization Use of direct-mail accounts for 19% of total advertising expenditures
Disadvantages
High Cost Per Contact Poor Image (Junk Mail) Clutter
Interactive Media
Contains characteristics of both print and broadcast media Enhances two-way communication and encourages audience participation Although E-mail is considered a form of direct-mail, it has recently taken on the characteristics of interactive media Companies use interactive media to supplement other media
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Advantages
Fast growing
Internet
Disadvantages
Difficult to measure ad effectiveness and ROI
Ability to reach narrow Ad exposure relies on target audience click through Short lead time Not all consumers Moderate cost have access to internet
Disadvantages
Limited Creative Capabilities Websnarl (Crowded Access) Technology Limitations Few Valid Measurement Techniques Limited Reach
Post testing is the assessment of an advertisements effectiveness after it has been used Methods used include:
Readership Report Unaided recall tests Split runs
A print run of a newspaper during which some articles or advertisements are changed to produce a different edition
Advertising:
Some call for advertising to children be curtailed Others would ban alcoholic beverage advertising Marketers must carefully draw the line between advertising and entertainment Cookies in cyberspace ads Puffery and Deception
The Uniform Commercial Code