media characteristics

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Principles of Principles of Advertising & Advertising & Marketing Marketing Communication Communication Chapter 11: Media Chapter 11: Media Characteristics Characteristics

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Lecture 9A: Media Characteristics

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Page 1: Media Characteristics

Principles of Advertising & Principles of Advertising & Marketing CommunicationMarketing Communication

Chapter 11: Media CharacteristicsChapter 11: Media Characteristics

Page 2: Media Characteristics

Media ClassificationsMedia Classifications

Media: an umbrella term for all Media: an umbrella term for all types of print, broadcast, out-of-types of print, broadcast, out-of-out, and interactive out, and interactive communication.communication.

Medium: Each specific type of Medium: Each specific type of media (TV, Radio, Newspapers)media (TV, Radio, Newspapers)

Examples of Media Vehicles: Examples of Media Vehicles: Manila Bulletin, MTV, 90.7Manila Bulletin, MTV, 90.7

Page 3: Media Characteristics

Media Classifications…Media Classifications…Cont’dCont’d

Mass Media: communication Mass Media: communication channels through which channels through which messages may be sent to the messages may be sent to the “masses”-large, diverse “masses”-large, diverse audiences.audiences.

Niche Media: communication Niche Media: communication channels through which channels through which messages are sent to audiences messages are sent to audiences with a distinct commonality.with a distinct commonality.

Page 4: Media Characteristics

Media Classifications…Media Classifications…Cont’dCont’d

Addressable Media: media that Addressable Media: media that carry messages to identifiable carry messages to identifiable customers or prospects.customers or prospects.

Interactive Media: two-way Interactive Media: two-way media allowing both companies media allowing both companies and customers to send and and customers to send and receive messages.receive messages.

Page 5: Media Characteristics

Media Selection:Media Selection:Quicklist of AdvantagesQuicklist of Advantages

Medium

Newspapers

Magazines

TV

Radio

Direct Mail

Outdoor

Advantages

Many ad sizes available, quick placement,

and local targeting.

High-quality graphics/reproduction, prestige factor, and color.

Combines sight, sound, movement. A single message. Demonstration.

Intimacy, loyal following, and ability to change message quickly.

Measurable, graphics, color, 3-D, and highly personal.

Local targeting, graphics, color, simple message, and larger than life.

Page 6: Media Characteristics

Print MediaPrint Media

NewspapersNewspapers Formats and Features:Formats and Features:

Broadsheets Broadsheets TabloidsTabloids Content divided by topicContent divided by topic Ad space is sold per column inch (a space Ad space is sold per column inch (a space

that is one column wide and one inch tall) that is one column wide and one inch tall) (Ex. If column is 4 columns wide and 10 (Ex. If column is 4 columns wide and 10 inches tall-40 column inches).inches tall-40 column inches).

Coverage & audience measurement: Coverage & audience measurement: circulation and readers per copy (RPC)circulation and readers per copy (RPC)

Page 7: Media Characteristics

Print Media…Print Media…Cont’dCont’d

NewspapersNewspapers Classified ads: small-space, words-only ads Classified ads: small-space, words-only ads

presented in a clearly labeled section with no presented in a clearly labeled section with no surrounding editorial content. (Classified display surrounding editorial content. (Classified display ads: includes graphics and larger sizes of type)ads: includes graphics and larger sizes of type)

Display ads: ads that generally contain more Display ads: ads that generally contain more graphics and white space that copy and appear graphics and white space that copy and appear next to editorial content.next to editorial content.

Supplement inserts: inserts that are preprinted Supplement inserts: inserts that are preprinted by an advertiser and enclosed with the by an advertiser and enclosed with the newspapernewspaper

Free-standing inserts: supplements that contain Free-standing inserts: supplements that contain ads, most with coupons, for a variety of national ads, most with coupons, for a variety of national brands.brands.

Page 8: Media Characteristics

Pros of Newspapers AdvertisingPros of Newspapers Advertising

Mass medium

Local medium

Comprehension in scope

Geographic selectivity

Timeliness

Credibility

Selective attention

Creative flexibility

An active medium

A permanent record

Reasonable cost

Page 9: Media Characteristics

What Works Best in PrintWhat Works Best in Print

Use simple layouts

Always caption photos

Long copy is okay

Avoid negative headlines

Seek story appeal

Photos work better than illustrations

Look at your ad in its editorial environment

Develop a single ad format

Before-and-after photos better than words

Do not print copy in reverse type

Make each ad a complete sale

Page 10: Media Characteristics

Print Media…Print Media…Cont’dCont’d

MagazinesMagazines Classification:Classification:

Frequency of distribution (weekly, monthly, Frequency of distribution (weekly, monthly, quarterly)quarterly)

Type of audience (consumer, business, Type of audience (consumer, business, trade and professional)trade and professional)

Type of distribution:Type of distribution: Paid-circulation publications-magazines that Paid-circulation publications-magazines that

sell subscriptionssell subscriptions Controlled-circulation publications-trade, Controlled-circulation publications-trade,

industrial, and organizational magazines that industrial, and organizational magazines that are distributed free to those working in a are distributed free to those working in a given subject area or affiliated with a given given subject area or affiliated with a given organizationorganization

Higher pass-along rate or RPCHigher pass-along rate or RPC

Page 11: Media Characteristics

Print Media…Print Media…Cont’dCont’d

MagazinesMagazines Gatefolds: two or more oversize pages that fold-Gatefolds: two or more oversize pages that fold-

out from the magazineout from the magazine Tip-ins: Pre-printed ads that are bound or glued Tip-ins: Pre-printed ads that are bound or glued

into the magazine but are printed on heavier into the magazine but are printed on heavier paper than the rest of the magazine.paper than the rest of the magazine.

Business Reply Cards (BRCs): postcard-sized Business Reply Cards (BRCs): postcard-sized ads that are (a) slipped between the pages (so ads that are (a) slipped between the pages (so they easily fall out when the magazine is read), they easily fall out when the magazine is read), (b) tipped into the binding so they are easily (b) tipped into the binding so they are easily seen but held in place, or (c) stuck onto an ad.seen but held in place, or (c) stuck onto an ad.

Pop-up ads: three-dimensional ads that stand Pop-up ads: three-dimensional ads that stand up when the magazine is opened to the page on up when the magazine is opened to the page on which they appear.which they appear.

Scent strips: patches that readers can scratch or Scent strips: patches that readers can scratch or pull off to elicit a smell (used for perfumes, air pull off to elicit a smell (used for perfumes, air fresheners, and foods).fresheners, and foods).

Page 12: Media Characteristics

Print Media…Print Media…Cont’dCont’d

MagazinesMagazines Ad space sold in portions of a Ad space sold in portions of a

page-quarter-, half-, and full-age page-quarter-, half-, and full-age ads, as well as double-page ads, as well as double-page spreads (which are ads printed spreads (which are ads printed across two facing pages).across two facing pages).

Bleed ads: ads with graphics that Bleed ads: ads with graphics that go to the edge of the page.go to the edge of the page.

Page 13: Media Characteristics

Pros of Magazine AdvertisingPros of Magazine Advertising

Flexibility

Color

Authority and believability

Permanence

Prestige

Audience selectivity

Cost efficiency

Selling power

Reader loyalty

Extension pass-along readership

Merchandising assistance

Page 14: Media Characteristics

Broadcast MediaBroadcast Media

Audience measurementAudience measurement Rating point: 1 percent of a Rating point: 1 percent of a

communication vehicle’s coverage communication vehicle’s coverage area that has been exposed to a area that has been exposed to a broadcast program.broadcast program.

Audience share: the percentage of Audience share: the percentage of persons using a radio or TV at a persons using a radio or TV at a particular time who are tuned to a particular time who are tuned to a particular station.particular station.

Sales pricing (:30 and :60)Sales pricing (:30 and :60)

Page 15: Media Characteristics

Broadcast Media…Broadcast Media…Cont’dCont’d

RadioRadio Image transfer: a process by which Image transfer: a process by which

members of a target audience exposed members of a target audience exposed to the sights and sounds of a brand’s TV to the sights and sounds of a brand’s TV message when they are exposed to a message when they are exposed to a similar soundtrack on radio.similar soundtrack on radio.

Daypart: block of time identified by a Daypart: block of time identified by a station for the purpose of setting ad station for the purpose of setting ad rates (6-10AM, 10AM-3PM, 3-7PM, rates (6-10AM, 10AM-3PM, 3-7PM, 7PM-Midnight, Midnight-6AM)7PM-Midnight, Midnight-6AM)

Page 16: Media Characteristics

Broadcast Media…Broadcast Media…Cont’dCont’d

TVTV Infomercials: 30-minute commercial Infomercials: 30-minute commercial

“program” that demonstrates a product, “program” that demonstrates a product, presents testimonials from satisfued presents testimonials from satisfued users, and offers viewers one or more users, and offers viewers one or more ways to buy the product direct (toll-free ways to buy the product direct (toll-free number, website address, mailing number, website address, mailing address).address).

Interactive TV: the convergence of Interactive TV: the convergence of computers, television, and the internetcomputers, television, and the internet

Page 17: Media Characteristics

Pros and Cons of Pros and Cons of Broadcast TV AdvertisingBroadcast TV Advertising

Mass coverage

Low cost

Some selectivity

Impact

Creativity

Prestige

Social dominance

High production costs

High air-time costs

Limited selectivity

Brevity

Clutter

Zipping and Zapping

Pros Cons

Page 18: Media Characteristics

TV Network and Syndication DistributionTV Network and Syndication Distribution

Advertiser

a. Network

CommercialsNetworkProducer Localstation

Advertiser

b. Syndication

CommercialsProducer Localstation

Programming

Programming

Programming

Page 19: Media Characteristics

Pros and Cons of Radio Pros and Cons of Radio AdvertisingAdvertising

Reach and Frequency

Selectivity

Cost-efficiency

Timelessness

Immediacy

Local relevance

Creative flexibility

Limitations of sound

Segmented audiences

Short-lived and half- heard commercials

Clutter

Pros Cons

Page 20: Media Characteristics

Out-of-Home MediaOut-of-Home Media

Out-of-homeOut-of-home Billboards or outdoor boardsBillboards or outdoor boards Theater and video adsTheater and video ads Product placement in moviesProduct placement in movies Aerial advertisingAerial advertising Electronic kiosksElectronic kiosks Ads in elevators or bathroom stallsAds in elevators or bathroom stalls Banner displays on ATMBanner displays on ATM Chalk and stencil sidewalk messagesChalk and stencil sidewalk messages Placards on shopping cartsPlacards on shopping carts

Page 21: Media Characteristics

Out-of-Home Media…Out-of-Home Media…Cont’dCont’d

Out-of-homeOut-of-home Bulletins: 14x48 ft; either painted or printed Bulletins: 14x48 ft; either painted or printed

panels; usually create for a local marketer in the panels; usually create for a local marketer in the outdoor company’s shop and then assembled outdoor company’s shop and then assembled on the billboard structure.on the billboard structure.

30-sheet posters: 12x25 ft; printed on large 30-sheet posters: 12x25 ft; printed on large sheets in multiple copies and then distributed to sheets in multiple copies and then distributed to a local outdoor companies, which mount the a local outdoor companies, which mount the sheets on the outdoor board.sheets on the outdoor board.

8-shweet panels (also called junior panels): 8-shweet panels (also called junior panels): 5x11 ft; good with pedestrian traffic; often used 5x11 ft; good with pedestrian traffic; often used by food-product manufacturers as a reminder by food-product manufacturers as a reminder near a grocery store.near a grocery store.

Spectaculars: nonstandard; used in busy metro Spectaculars: nonstandard; used in busy metro areas such as New York, Hong Kong, etc.; areas such as New York, Hong Kong, etc.; electronic signs with movement, color, and electronic signs with movement, color, and flashing lights designed to grab attention in high-flashing lights designed to grab attention in high-traffic areas.traffic areas.

Page 22: Media Characteristics

Out-of-Home Media…Out-of-Home Media…Cont’dCont’d

Cinema and VideoCinema and Video Promotional video networks: Promotional video networks:

companies that use videos or companies that use videos or satellite transmission to a satellite transmission to a distribute programs and distribute programs and commercial messages.commercial messages.

Nontraditional MediaNontraditional Media Guerilla marketing: a marketing Guerilla marketing: a marketing

approach that reaches people in approach that reaches people in unconventional ways-in the streets unconventional ways-in the streets or in other unexpected places.or in other unexpected places.

Page 23: Media Characteristics

Out-of-Home Media…Out-of-Home Media…Cont’dCont’d

Product PlacementProduct Placement Paid verbal or visual brand Paid verbal or visual brand

exposure in entertainment exposure in entertainment programmingprogramming

Page 24: Media Characteristics

The Pros and Cons of Outdoor The Pros and Cons of Outdoor AdvertisingAdvertising

Accessibility

Reach

Frequency

Geographic flexibility

Demographic flexibility

Cost (lowest per exposure)

Impact

Creative flexibility

Location

Fleeting message

Environmental influence

Audience measurement

Control (hard to inspect panels for quality, etc.)

Planning and costs (long lead times, upfront costs)

Availability of locations

Visual pollution

Pros Cons

Page 25: Media Characteristics

Transit AdvertisingTransit Advertising

Truck AdsTruck Ads Bus WrapsBus Wraps

Page 26: Media Characteristics

The Pros and Cons of The Pros and Cons of Transit AdvertisingTransit Advertising

Long exposure

Repetitive value

Eagerly read messages

Low cost

Creative flexibility (special constructions, etc.)

Need satisfying (able to target it well)

Environmentally sensitive (fits growth in public transit)

Status (lack of)

Crowded environment

Selectivity

Clutter

Location

Creative restrictions (copy limited, etc.)

Pros Cons

Page 27: Media Characteristics

Internet AdvertisingInternet Advertising

Banner AdsBanner Ads Content SponsorshipsContent Sponsorships Email AdsEmail Ads WebsitesWebsites

Page 28: Media Characteristics

Pros and Cons of Pros and Cons of Internet AdvertisingInternet Advertising

Truly Interactive

Enormous audience

Immediate response

Affluent market

In-depth information

Rapid-growth industry

Business-to-business

Advertorials

Virtual storefront

Untested medium

Targeting costs

Slow downloads

Not yet mainstream

Ad may be placed inappropriately

Unproved security and privacy

Global marketing limitations

Pros Cons

Page 29: Media Characteristics

Pros and Cons of Pros and Cons of Direct-Mail AdvertisingDirect-Mail Advertising

Selectivity

Intensive coverage, extensive reach

Flexibility

Control

Personal Impact

Exclusivity

Highest response

Testability

High per-exposure cost

Delivery problems

Lack of editorial content support

Selectivity problems

Negative attitudes

Environmental concerns

Pros Cons

Page 30: Media Characteristics

Consumer Attitudes Toward Consumer Attitudes Toward Media (abbreviated)Media (abbreviated)

57%

9%

20%

11%

3%

Television

Radio

Newspapers

Magazines

Don’t know

81%

5%9%

2%3%

Authoritative Influential

Page 31: Media Characteristics

Consumers’ Expectations Consumers’ Expectations for Packagingfor Packaging

• Ease (to handle and store)

• Convenience

• List ingredients

• Instructions

• Life o f product

• Disposal method

• Toll-free phone number for emergencies

• Performance guarantees

• Safety guarantees

• Environmental safety (biodegradability)

• Reusable

• Recyclable

Page 32: Media Characteristics

Consumer Advocacy Groups’ Consumer Advocacy Groups’ Expectations for PackagingExpectations for Packaging

• Package safe to handle and use

• Environmentally safe

• Package free of health hazards

• Self-informative – List of ingredients – Instructions

– Disposable method – Toll-free phone number for emergencies

– Warranties – Expiration dated

• Recyclable

• Adherence to federal and local regulators