11 media characteristics

7/22/2019 11 Media Characteristics

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The Media BusinessThe word mediacomes from the Latin wordmiddle.

Media carry messages to or from a targetedaudience and can add meaning to thesemessages.


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Media Terminology Media Planning - A series of decisions involving the

delivery of messages to audiences.

Media Objectives - Goals to be attained by the

media strategy and program. Media Strategy - Decisions on how the media

objectives can be attained.

Media - The various categories of delivery systems,

including broadcast and print media. Broadcast Media - Either radio or television network

or local station broadcasts.


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Media Terminology Print Media - Publications such as newspapers,

magazines, direct mail, outdoor, and the like.

Media Vehicle - The specific message carrier, suchas the Washington Post or Tonight Show.

Coverage - The potential audience that mightreceive the message through the the vehicle.

Reach - The actual number of individual audiencemembers reached at least once by the vehicle.

Frequency - The number of times the receiver is

exposed to vehicle in a specific time period.


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Differences Between Levels of Message

Involvement and Number of Responses


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Media Classifications

Most mass media guarantee only the

opportunity for a large audience to beexposed to a brand.

Communication vehicles are specific

publications, networks, channels, stations,and programs that make up a medium.


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Media Classification Levels


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Media IntrusivenessMedia vary in their degree of intrusiveness.

Ways to reduce intrusiveness include:

Chose media in which the target audience isinterested in the product.

Ask customers what type of information theywould like to receive, in what way, andwhen.


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Relative Degrees of

Media Intrusiveness


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Print MediaPrint media include:

Newspapers

Magazines Directories

Mail brochures

Mail Packaging

All other forms, which are produced byprinting and are relatively permanent


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Newspapers CharacteristicsAdvantages High coverage Low cost Short lead time for

placing adsAds can placed in

interest sections Timely (current ads) Reader controls

exposure Can be used for

coupons

Disadvantages Short life Clutter Low attention-

getting capabilities Poor reproduction

quality Selective reader

exposure


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Magazines CharacteristicsAdvantages

Segmentation

potential Quality

reproduction

High informationcontent

Longevity

Multiple readers

Disadvantages

Long lead time for

ad placement Visual only

Lack of flexibility


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DirectoriesA directory is both a reference and an

advertising medium.

The most widely known is the Yellow Pages.

Yellow Pages advertising is often the primaryor only form of advertising used by manysmall, local retailers.

A weakness of the Yellow Pages is that theyare printed only once a year.


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Broadcast MediaBroadcast media include radio and television.

Broadcast media differs from print in thatpeople often do other things whilelistening or viewing, so messages arefleeting.

Broadcast commercials are more intrusivethan print ads.


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BMG


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Radios Daily Reach by

Daypart for Adults 18+


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Radio Characteristics

Advantages

Local coverage

Low cost

High frequency

Flexible

Low productioncosts

Well-segmented

audiences

Disadvantages

Audio only Clutter

Low attentiongetting

Fleeting message


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Television Characteristics

Advantages

Mass coverage

High reach Impact of sight,

sound, and motion

High prestige

Low cost perexposure

Attention getting

Favorable mage

Disadvantages

Low selectivity

Short message life High absolute cost

High productioncosts

Clutter


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Outdoor Characteristics

Advantages

Location specific

High resolution Easily noticed

Disadvantages

Short exposure

time requires shortad

Poor image

Local restrictions


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INTERACTIVE

A VARIETY OF MEDIA THAT ALLOWS THECONSUMER TO INTERACT WITH THE SOURCE

OF THE MESSAGE, ACTIVELY RECEIVINGINFORMATION AND ALTERING IMAGES,RESPONDING TO QUESTIONS, AND SO ON.


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INTERACTIVE MEDIA AUDIOTEX

AUTOMATED TELEPHONE INFORMATION SERVICES

CD-ROM

FAX ON DEMAND INTERACTIVE TV

INTERNET

KIOSKS

AVAILABLE IN HOTELS, SHOPPING MALLS

ONLINE SERVICES

AMERICAN ONLINE, PRODIGY

SCREEN TELEPHONY

TELEPHONES EQUIPPED WITH KEYBOARD TO ENTER

AND ACCESS DATA


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Internet / Interactive MediaCharacteristics

Advantages User selects

product information

User attention andinvolvement

Interactive

relationship Direct selling

potential

Flexible message

platform

Disadvantages Limited creative

capabilities

Web snarl(crowded access)

Technology

limitations Few valid

measurementtechniques

Limited reach


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Direct Mail Characteristics

Advantages

High selectivity

Reader controlsexposure

High informationcontent

Opportunities forrepeat exposures

Disadvantages

High cost/contact

Poor image (junkmail)

Clutter


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Media Use Decision

Print

Media Use Decision

Broadcast

Media Use Decision

Other Media

Creative Strategy Plan

Developing the Media Plan

Setting Media Objectives

Selecting Media Within Class

Selecting Broad Media Classes

Determining Media Strategy

Marketing Strategy PlanSituation Analysis


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MARKET ANALYSIS AND TARGET

MARKET IDENTIFICATION

ADVERTISING TARGET

SIMMONS MARKET RESEARCH BUREAU--AUDIENCE SIZEAND COMPOSITION--100 PUBLICATIONS, >800CONSUMER PRODUCTS AND SERVICES

MEDAIMARK RESEARCH, INC--DEMOGRAPHIC & PRODUCTUSAGE, PROVIDES LIFESTYLE INFORMATION & MEDIAUSAGE CHARACTERISTICS OF THE POPULATION

WHERE TO PROMOTE

BUYING POWER INDEX--SALES & MARKETING MGTMAGAZINE

BRAND DEVELOPMENT INDEX

CATEGORY DEVELOPMENT INDEX


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ESTABLISHING MEDIA

OBJECTIVES

GOALS FOR THE MEDIA PROGRAM

LIMITED TO THOSE THAT CAN BE

ACCOMPLISHED THROUGH MEDIA

EXAMPLES

USE BROADCAST MEDIA TO PROVIDE

COVERAGE OF 80 % OF THE TARGETMARKET OVER A SIX MONTH PERIOD

REACH 60% OF THE TARGET AUDIENCEAT LEAST THREE TIMES OVER THE SAME

SIX-MONTH PERIOD



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MARKET IDENTIFICATION--

continued

INTERNAL FACTORS--SIZE OF MEDIABUDGET, MGT & ADMIN CAPABILITIES,

ORGANIZATION OF THE AGENCY EXTERNAL FACTORS--ECONOMY,

RAISING COST OF MEDIA,

TECHNOLOGY SURVEY OF BUYING POWER INDEX--

POTENTIAL OF A METRO AREA



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MARKET IDENTIFICATION--

continued

BRAND DEVELOPMENT INDEX--COMPARES % OF THE BRANDS TOTAL

U.S. SALES IN A GIVEN MARKET AREAWITH THE % OF TOTAL POPULATIONIN THE MARKET TO DETERMINE SALES

POTENTIAL CATEGORY DEVELOPMENT INDEX--

POTENTIAL FOR DEVELOPING THE

TOTAL PRODUCT CATEGORY


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EVALUATION AND

FOLLOW-UP

HOW WELL DID THESE STRATEGIESACHIEVE THE MEDIA OBJECTIVES?

HOW WELL DID THIS MEDIA PLANCONTRIBUTE TO ATTAINING THE

OVERALL MARKETING ANDCOMMUNICATIONS OBJECTIVES


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Media Planning Difficulties

Lack of information

Inconsistent terms Serious time pressure

Measurement problems


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Media Planning CriteriaConsiderations

The media mix

Target market coverage

Geographic coverage

Scheduling

Reach versus frequency

Creative aspects and mood

Flexibility

Budget considerations


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Brand and Category Analysis

Percentage of brand tototal U.S. sales in market

Percentage of total U.S.

population in market

BDI = X 100

Brand Development Index


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BRAND DEVELOPMENT INDEX

A BDI IS CALCULATED BY DIVIDING THE PERCENT OF SALESA MARKET ACCOUNTS FOR, BY THE MARKETS PERCENTAGEOF POPULATION OF THE U.S. AN INDEX OF 100 WOULD

INDICATE A FLAT MARKET--SALES AND POPULATION AREEQUAL. AN INDEX OF LESS THAN 100 WOULD INDICATE APOOR SALES MARKET--SALES ARE LESS THAN THEPOPULATION, AND AN INDEX OVER 100 INDICATES ASTRONG SALES MARKET

% POPULATION % SALES BDI COMMENTS

6.28 6.28 100 FLAT SAL MKT 6.84 10.71 157 STRONG SAL MKT

10.06 8.34 83 WEAK SAL MKT


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Percentage of productcategory total sales in market

Percentage of total U.S.

population in market

CDI = X 100

Brand Development Index


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High market share

Good market

potential

High market share

Monitor for sales

decline

Low market share

Good market

potentialHighCDI

LowC

DI

Low market share

Poor market

potential

HighBDI LowBDI


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The market usually represents

good sales potential for both

the product and the brand.

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.

The product category shows

high potential but the brand

isnt doing well; the reason

should be determined.

H

ighCDI

LowC

DI Both the product category and

the brand are doing poorly;

not likely to be a good place

to advertise.

HighBDI Low BDI


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Target Audience CoveragePopulation excluding target market

Target marketMedia coverage

Media overexposure

Coverage

Exceeding

Market

Partial

Market

Coverage

Full

Market

Coverage

Target

Market

Proportion


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Three Scheduling Methods

Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec


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Reach and FrequencyReach of Two ProgramReach of One Program

Unduplicated Reach of BothDuplicated Reach of Both

Total market audience reached Total market audience reached

Total reached with both shows Total reach less duplicate


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Graph of Effective Reach

Exposures

PercentageR

each

0 5 10 15

25%

20%

15%

10%

5%

0%

IneffectiveReach

EffectiveReach

IneffectiveReach


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Marketing Factors Important toDetermining Frequency

Brand history

Brand share

Brand loyalty

Purchase cycles

Usage cycle

Competitive share of voice

Target group

M C ti


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Message or CreativeFactors Important to

Determining Frequency

Message complexity

Message uniqueness New vs. continuing campaigns

Image versus product sell

Message variation

Wearout

Advertising units

Media Factors Important to


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Media Factors Important toDetermining Frequency

Clutter

Editorial environment

Attentiveness

Scheduling

Number of media used

Repeat Exposures

Determining Relative


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Determining RelativeCost of Media

Cost of ad space(absolute cost)

Circulation

CPM = X 1,000

Cost per thousand (CPM)

Determining Relative


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Determining RelativeCost of Media

CPRP =Cost of commercial time

Program rating

Cost per rat ing po int (CPRP)


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COST OF MEDIA

MAGAZINE

PER-PAGE COST $156,000

CIRCULATION 4.0MM

CALCULATION OF CPM 156,000 X 1,0004,000,000

CPM $39.00

BROADCAST

COST PER-PER SPOT AD $3,500

RATING 11

REACH (HOUSEHOLDS) 109,000

CALCULATION $3,500/11

CPRP $318.18


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COST OF MEDIA--

CONTINUED

NEWSPAPER

COST PER PAGE $32,205

COST PER INCH $268.60

CIRCULATION 499,000

CALCULATION

CPM PAGE COST X 1,000

CIRCULATION CPM $32,205 X 1,000

499,000

$64.54


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CHARACTERISTICS OF MEDIA

MATCHING OF MEDIA TO MARKETS

EACH MEDIA HAS ITS OWNCHARACTERISTICS THAT MAKES ITBETTER OR WORST FOR ATTAINING

SPECIFIC OBJECTIVES

11 media characteristics

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