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Media refers to the way messages are delivered to target audiences and increasingly, back to companies and among audience members.

Media is the channel step in the communication model; the way messages are sent and returned by the source and receiver.

Here, the source and receiver are the company or brand, and its customers.


All marketing communication areas use a variety of media to deliver messages to customers.

In traditional mass media, it is a one-way process from source to receiver.

Today’s media are also interactive, because they offer opportunities for dialogue and two-way conversation.

Media also offers engagement opportunities and connect a brand with its audience.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall11-4

The recession, combined with the explosion of online media, seriously hurt traditional media.

Television continues to dominate media budgets, partially because television costs are higher than other media.

New forms of unmeasured media are an exciting growth area, but hard to track.


Size and profile of audience

1. Mass media: the channels through which messages are sent to large, diverse audiences.

2. Broadcasting media cast their audio and visual signals broadly to reach mass audiences.

3. Niche media are communication channels through which messages are sent to niche segments

4. Measured media: the ability to analyze the cost of a media buy relative to the size of its audience.


Paid, owned, and earned media

Paid media are the traditional measured media, such as print and broadcast.

Ad placements—both time and space --are bought by the company or organization.



Owned media

Channels that are controlled by the organization and that carry branded content, such as:

1. Websites

2. Direct mail

3. E-mail address lists

4. Facebook sites

5. Blogs

6. Public relations publications

7. Catalogs



Earned media are channels where brand communication is spread by outsiders, such as:

Social media users

News media

…that carry publicity stories where the brand may be mentioned.


Convergence

New media tends to launch themselves by adapting the forms of the media that preceded them

Older media also adapts by adopting some of the advances of new media.

For example, nearly every media vehicle, now has one or more websites.


On the selling side:

Media salespeople work for a magazine or TV station; provide sales kits with information about audience and medium.

Media brokers are people/companies who sell space and time for a variety of media, allowing the media buyer to make an entire buy with one order.


Media researchers compile audience measurement data, media costs, and availability for various media.

Media planners develop the strategic decisions outlined in the media plan, such as where and when to advertise and which type of media to use.


Media buyers implement the media plan by contracting for specific amounts of time or space, based on the plan developed by the media planner.

Media buying companies specialize in media research, planning, and buying. They may be a spinoff from an advertising agency, and work for a variety of clients.


Media MixThe way various types of media are strategically combined to create a certain kind of impact.

MultiplatformDescribes multichannel and multimarketingopportunities, including:

◦ Social media◦ Branded entertainment◦ Video games◦ Product placement◦ Guerilla marketing


Place-BasedAirport TVIn-store radioMall TV

Affinity-basedRestaurantCinemaService stationsIn-schoolIn-storeIn-stadium

AlternativeAerialEvent sponsorNaming rightsSports sponsor

GuerrillaCoffee sleevesAdVansPizza boxesUmbrellasBrand ambassadors‘Reverse Graffiti’

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Includes:

◦ Print

◦ Broadcast

◦ Out-of-home

◦ Online media

◦ Other traditional or alternative forms

The advertiser controls the size and timing of the message, but has no control over whether readers or viewers will notice the ad.


Print media vehicles include:

◦ Newspapers

◦ Magazines

◦ Brochures

◦ Posters

◦ Outdoor boards

Print provides more information, richer imagery, and longer messages than other media forms.


To reach a more digitally oriented audience, USA Today redesigned its online presence to reflect the horizontal layout stylistics of a website page that fits on a tablet, such as the iPad.


Most U.S. adults read at least one magazine per month, spending significant time with each issue.

Color and quality of reproduction is their greatest strength.

Advertisers look at the audience, geographic coverage, demographics, and editorial diversity of magazines as criteria for using them in a media plan.


Radio is close to being a universal medium.

Virtually every U.S. household has at least one radio.

Radio is a $17 billion industry tightly targeted based on special interests:

◦ Religion◦ Spanish language◦ Talk shows


Categories of radio buys

Network radio advertising◦ Group of local affiliates connected to one or more national networks.

◦ Growth has contributed to increase in syndicated radio

Spot radio advertising – both local and national◦ Advertiser places ads with an individual station, not a network

◦ Messages can be tailored for particular audiences

◦ Flexibly in content, timing, and rates

Syndicated radio advertising◦ Offers advertisers of high-quality, specialized, and original programs

◦ Advertisers value the high level of audience loyalty.


Dayparts Audiences are grouped by the time of day when they

are most likely to be listening.

Typical dayparts:

◦ Morning drive time: 6–10 a.m.

◦ Midday: 10 a.m.–3 p.m.

◦ Evening drive time: 3–7 p.m.

◦ Evening: 7 p.m.–midnight

◦ Late night: midnight–6 a.m.


Describe the audience demographics and psychographics

Recommend 3 radio stations where you would place the spot and the dayparts

Recommend 2 add’l channels: Paid, Owned, Earned

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Business

media budgets

niche media

variety of media

broadcasting media

todays media

traditional mass media

traditional measured

media owned mediachannels