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Which Media?

Which Media?. Media buying considerations: Reach/ coverage/ circulation Frequency OTS – Opportunity to see The budget Economy Profile Primary or support role. Media Types Print Media. Newspaper Magazine Trade publications Direct mail Special interest publications Yellow pages.

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Which Media?

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  1. Which Media? Media buying considerations: • Reach/ coverage/ circulation • Frequency • OTS – Opportunity to see • The budget • Economy • Profile • Primary or support role

  2. Media TypesPrint Media Newspaper Magazine Trade publications Direct mail Special interest publications Yellow pages TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  3. Media TypesOnline Media Online directories, portals, aggregators Web page Banner ads Search engines 3 TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  4. Media TypesBroadcast Media Radio Television Film Video 4 TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  5. Media TypesDisplay Media Posters Billboards Point of sale material Other outdoor 5 TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  6. Newspaper - Advantages Large coverage Relatively low cost per prospect Immediate/timely Access to many socioeconomic groups Target specific audience via specialty sections Flexibility - colour, size Visibility – colour, picture Measure effectiveness Calls to action, coupons Short lead time TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  7. Newspaper - Disadvantages Inconsistent reproduction One day exposure (typically) Clutter – can be lost Maybe limited to text or black & white Lack of movement and sound TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  8. Radio - Advantages Specific audience (demographics) Immediate, timely High entertainment value Celebrity endorsement or pitch Time and content flexibility Use of human voice - emotion Reinforcement Frequent (multiple exposure) TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  9. Radio - Disadvantages Time limitations restricts message Need for repetition Clutter – can be lost Low recall esp detail (contacts, website etc) Station ‘surfing’ during commercials Short ad exposure TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  10. Television - Advantages Large coverage area Can target a specific audience Uses both visual & auditory stimulants Large repeat exposure Easy to reproduce advertisement TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  11. TV - Disadvantages Expensive to air and produce Time limitations restrict message Need for repetition Inattention or absence during ads Inverse relationship between hours watched and income TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  12. Point of Sale Advantages Influences impulse purchasing Helps product stand out from competition Direct response/ action Branding/ FOMA Disadvantages Reliance on RTA Can be expensive Competing point of sale material TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  13. Outdoor Advantages Large audience exposure Use of colour Signs - information and directions Continuous Impulse visitation Disadvantages Limited message length Initial production and preparation costs ideal site selection hard to get TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  14. Magazine - Advantages Large coverage of qualified prospects Low ‘total’ cost relative to newspapers Anticipated Access to many socioeconomic groups Can target a specific audience with compatible interests, demographics Can use colour and flexibility in size Visibility eg picture Call to action to measure effectiveness TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  15. Magazine - Disadvantages Clutter – can be lost among others Lack of movement and sound More expensive than newspaper per ‘eyeball’ Longer lead time Can also become out of date, expiry TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

  16. Evaluating effectiveness • Sales • Enquiries • Awareness • Changes in attitude • Changes in customer profiles

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