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Media?

Discussion Slide. 9. Media?. On the average, how much time per week do you spend with the following media? Television Radio Magazines Newspapers Internet Outdoor (billboards, bus signs, etc.) In which media do you pay the most attention to advertisements?

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Media?

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  1. Discussion Slide 9 Media? • On the average, how much time per week do you spend with the following media? • Television • Radio • Magazines • Newspapers • Internet • Outdoor (billboards, bus signs, etc.) • In which media do you pay the most attention to advertisements? • What differences do you see between your media habits and those of your parents?

  2. 9 Chapter Overview Advertising Media Selection • Nature of media strategy • Media planning • Media buying • Media choices • B-to-B and international media selection

  3. Media Strategy • Objectives of the campaign • Target audience • Message theme • Constraints

  4. F I G U R E 9 . 1 Examples of Times Workers Are Exposed to Advertisements • A favorite wake-up radio station or one that is listened to during the commute to work. • A favorite morning news show or newspaper. • Trade or business journals that are examined while at work. • A radio station that is played during office hours at work. • Favorite computer sites that are accessed during work. • Favorite magazines that are read during the evening hours. • Favorite television shows that are watched during the evening hours. • Internet sites that are accessed during leisurely hours. • Shopping, dining, and entertainment venues that are frequented.

  5. People Involved in Media Selection Media Buyer Media Planner Creative Account Executive Client

  6. Media Planner An advertisement by New Balance placed in Runner’s World magazine by the media planner.

  7. Factors in Effective Media Purchases • Quality of media choices. • Creativity in developing the media plan. • Financial stewardship. • Agency culture and track record. • Good data analysis. • Relationship between media buyer and sales representatives.

  8. Media Terms • Reach • Frequency • Rating • Gross rating points • Cost per thousand (CPM) • Cost per rating point (CPRP) • Continuity • Gross impressions

  9. Table 9.1

  10. Cost to Advertise on the Super Bowl Source: Nielsen Advertising Research, Advertising Age Research.

  11. Achieving Advertising Objectives • Reach vs Frequency • Recency theory

  12. T A B L E 9 . 2 TelevisionTable 9.2 Television • Advantages • High Reach • High Frequency Potential • Low cost per contact • Quality creative opportunities • High intrusion value • Segmentation possibilities through cable outlets • Disadvantages • Greater clutter • Channel surfing during commercials • Short amount of copy • High cost per ad • Low recall due to clutter

  13. STOP INTEGRATED LEARNING EXPERIENCE Nielsen TV Ratings Http://www.nielsenmedia.com • Who We Are and What We Do • Ratings 101 • What TV Ratings Really Mean • Measuring Ethnic TV Audience • Reports Available to the Public • Services Access the following sections of Nielsen Media Research

  14. T A B L E 9 . 3 Radio • Advantages • Lower cost per spot than television • Low production cost • Music can match station’s programming • High segmentation potential • Flexibility in making new ads • Able to modify ads to fit local conditions • Intimacy (with DJ’s and radio personalities) • Creative opportunities with music and other sounds • Mobile: people carry radios everywhere • Disadvantages • Short exposure time • Low attention • Few chances to reach national audience • Target duplication when several stations use same format

  15. STOP INTEGRATED LEARNING EXPERIENCE • To view the top 100 radio sites. • Http://www.100topradiosites.com • Radio Link – The Radio Advertising Bureau’s Marketing Research Center on the Internet. • Http://www.rab.com • Access Media Facts • Access Radio Facts

  16. Outdoor Advertising ADVANTAGES • 1. Large, spectacular ads possible • 2. Able to select key geographic areas • 3. Accessible for local ads • 4. Low cost per impression • 5. Broad reach • 6. High frequency on major commuter routes DISADVANTAGES • 1. Short exposure time • 2. Brief messages • 3. Little segmentation possible • 4. Cluttered travel routes

  17. Outdoor Advertising Dennis Carter discusses how billboard advertising was used to encourage existing customers to move to a newer Intel product. Customers had been reluctant to move from their familiar 286 processor to the new 386 processor. Click picture to play video.

  18. This ad for a portable email device is aimed at busy travelers looking for convenience. http://www.billboardinfo.com

  19. Http://www.jessicamcclintock.com

  20. STOP INTEGRATED LEARNING EXPERIENCE Http://www.lamar.com • Under “Rates and Markets” find your state and your area. What are the rates for your area. Compare it to rates in other areas. • For benefits of outdoor advertising. access the “Why Lamar” section. • For a view of the various options, access the “Products & Services” area.

  21. Internet Advertising

  22. STOP INTEGRATED LEARNING EXPERIENCE • Nielsen/Net Ratings • Http://www.nielsen-netratings.com • Weekly Top 10 properties. • Weekly Top 10 banners. • Weekly Top 10 usage data.

  23. T A B L E 9 . 6 MagazinesTable 9.6 Magazine

  24. How important is advertising to magazines? The chart below shows the top five magazines and the percentage of their revenues generated by advertising, subscriptions and newsstand sales Source: Http://www.adage.com (1999 figures)

  25. T A B L E 9 . 7 NewspapersTable 9.7 Newspaper

  26. Direct Mail Advantages • Normally lands in the purchaser’s hands Disadvantages • High cost • Clutter • Nuisance factor

  27. Media MixUnited States Projected U.S. total ad spending = $134.3 billion Ad Spending per capita = $437.60 Source: Http://adage.com/dataplace/topmarkets/us.html

  28. F I G U R E 9 . 2 Developing Logical Combinations of Media

  29. F I G U R E 9 . 3 Business-to-Business Advertising Expenditures Source: Sean Callahan, “Advertising Remains Favorite Communications Vehicle, With Traditional Trade Publications, Advertising Age’s Business Marketing, May 99, p. S4.

  30. Shift by B-to-B Advertisers to Non-Business Media Fact: 64% of all business advertising dollars are spent in non-business environments. • Business decision makers also consumers. • Business decision makers difficult to reach at work. • Clutter among business mediums. Reasons for shift:

  31. F I G U R E 9 . 4 Top six B-to-B Advertisers

  32. Media Selection in International Markets • Media importance varies. • Media viewing habits vary across countries. • Media buying is different. • Cultural mores vary.

  33. STOP INTEGRATED LEARNING EXPERIENCE • Comparison of international media expenditures. • Http://adage.com/dataplace/topmarkets

  34. Building Your IMC Campaign • Develop the media strategy plan. • Choose the best media for your product. • Develop media plans for the consumer market, channel market and b-to-b market. • Match the media with the creative briefs you have already developed

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