traditional media channels chapter 8 8-1 copyright © 2010 pearson education, inc. publishing as...
TRANSCRIPT
TraditionalMedia Channels
Chapter 8
8-1Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
Chapter Objectives1. What activities are involved in creating
a media strategy?2. How do roles played by media planners
and media buyers differ from others in the marketing department?
3. What are reach, frequency, continuity, impressions, and CPM?
4. What are the advantages and disadvantages of the various forms of traditional media used in advertising?
5. Why is the mix of media a key part of an advertising campaign?
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M & M’s
• Spanish Civil War – Spain• United States – 1941• Television advertising• Print advertising• Popularity of M&M characters• September 11, 2001 package• Charitable causes
Special Olympics Susan G. Komen Breast Cancer
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Chapter Overview
• Nature of media strategy• Media planning• Media buying• Media choices• B-to-B and international
media selection
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Media Strategy
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The process of analyzing and choosing media for an advertising and promotional campaign.
Components of a Media Plan
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• Marketing analysis• Advertising analysis• Media strategy• Media schedule• Justification and summary
Media SelectionPeople Involved
• Media buyer• Media planner• Creative• Account executive• Clients
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Media Planning
• Focus on consumer behavior
• Create plans that reflect purchase process
• Influence consumer in the marketplace
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Media Planner• Formulates media program• Conducts research on
audience characteristics• Matches media with target
market characteristics
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Media Buyer• Works closely with media
planner
• Purchases media time and space
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Media Terms
• Reach• Frequency• Opportunity to see (OTS)• Gross rating points• Cost per thousand (CPM)• Cost per rating point (CPRP)• Ratings• Continuity• Impressions
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Ad Campaign Continuity
• Continuous campaign
• Pulsating campaign
• Flighting campaign
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• Intrusion value• Clutter• Effective frequency and Effective reach• Objective
Increase brand recognition – visual important
Increase brand recall – frequency important
• Size, placement, length of ad• Number of media used
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• Attention is selective and focused
• Impact dissipates over time• Maximize exposure
Run ads over longer period of time Place ads in multiple outlets
• Business-to-business
Traditional Media Selection
• Broadcast media Television Radio
• Outdoor• Print media
Magazines Newspapers
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Television
• High reach• High frequency
potential• Low cost per
contact• Creative
opportunities• High intrusion
value• Segmentation
possibilities
• Clutter• Channel surfing
during commercials
• Short amount of copy
• High cost per ad• Low recall due to
clutter
Advantages Disadvantages
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Nielsen Ratings• Measure TV audience• Determines ad rates• Nielsen rating – number of
households tuned into a program
• Share – number of households with TV on watching a particular program.
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Radio
• Low cost per spot• Low production cost• Use of music• High segmentation
potential• Flexibility in making
new ads• Ability to modify ads
quickly and locally• DJ intimacy• Mobility
• Short exposure time
• Low attention• Poor national
audience capability
• Target duplication in many areas
Advantages Disadvantages
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Outdoor
• Large ads• Select
geographic areas
• Accessible for local ads
• Low cost per impression
• Broad reach• High frequency
• Legal limitations
• Short-exposure time
• Brief message• Limited
segmentation• Cluttered
travel routes
Advantages Disadvantages
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Magazines
• High segmentation
• High color quality• Long life• Direct response
techniques• Read during
leisure• Longer attention
to ads
• Long lead time• Little flexibility• High cost• Clutter• Declining
readership
Advantages Disadvantages
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Newspapers
• Priority to local ads• Coupons and
special response ads
• High credibility• Strong audience
interest• Longer copy• High flexibility• Cumulative volume
discounts
• Clutter• Short time span• Poor quality
reproduction• Limited
audience• Poor national
buying procedures
Advantages Disadvantages
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Media MixUnited States
• Television – 47.2%• Radio – 3%• Outdoor 2.2%• Magazines – 20.9%• Newspapers – 21.4%• Internet – 5.3%
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B-to-BAdvertising
• Shift in media buys 56% of all b-to-b ad dollars are in non-
business environments• Reasons for shift
Business decision makers are consumers.
Business decision makers are difficult to reach at work.
Clutter among business outlets.
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B-to-B Advertising• Television – 25.4%• Radio – 6.7%• Outdoor – 3.0%• Magazines
Business publications – 26.0% Consumer magazines – 11.5%
• Newspapers – 18%• Internet – 9.6%
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Media SelectionInternational Markets
• Media importance varies• Media viewing habits vary• Media buying is different• Cultural mores vary
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