1. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 1 Media Connecting with Customers Companies demand that media add value to messages by increasing their impact on attitudes and behaviors. Value is added when media create connections. In IMC, the role of media is to help create, sustain, and strengthen brand relationships by connecting companies and customers. http://www.mediaweek.com/mediaweek/index.jsp

2. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 2 Media Overview In IMC, media menu refers to all the communication vehicles available to the consumer as well as the marketer. How brands choose to connect with prospects and customers can influence a brand’s image. Media is plural referring to all carriers of data and information. Medium is singular and refers to one media type. There are four basic types of media: Print Broadcast Interactive Out-of-home

3. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 3 Differences Between Levels of Message Involvement and Number of Responses Figure 11-1, p.374

4. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 4 Media Classifications Ways to classify media include: Level of inclusiveness Audience orientation Most mass media guarantee only the opportunity for a large audience to be exposed to a brand. Communication vehicles are specific publications, networks, channels, stations, and programs that make up a medium.

5. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 5 Media Classification Levels Figure 11-2, p.376

6. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 6 Mass versus Niche Media Mass media are communication channels where messages may be sent to the “masses” – large, diverse audiences. Broadcast TV, national radio Niche media are communication channels through which messages are sent to niche markets. Ski magazine

7. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 7 Addressable and Interactive Media Media that carry messages to identifiable customers or prospects are referred to as addressable media. Direct marketing – internet, mail, phone (see ch. 12) Two-way media, which allow both companies and customers to send and receive messages, are called interactive media. phone, internet, salespeople

8. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 8 Lexus GS reply card Exhibit 11-5, p.377

9. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 9 Media Intrusiveness Brand messages must be attention-getting to break through clutter…but it’s a double-edged sword. Media vary in their degree of instrusiveness. Ways to reduce intrusiveness include:  Chose media in which the target audience is interested in the product.  Ask customers what type of information they would like to receive, in what way, and when.

10. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 10 Relative Degrees of Media Intrusiveness Figure 11-3, p.378

11. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 11 Print Media Print media include: Newspapers Magazines Directories Mail brochures Mail Packaging All other forms, which are produced by printing and are relatively permanent

12. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 12 Newspapers Newspapers offer three basic types of advertising: Classified Display Supplement inserts

13. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 13 Newspapers Strengths: Newspapers are able to reach a mass, local audience. Readers are above average in education and income. Newspapers are tangible, and readers can read and re- read messages at their own pace. Most subscribers have an emotional involvement with their daily newspaper. Daily newspapers provide marketers with flexibility and short lead time.

14. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 14 Newspapers Weaknesses: Average life of one day. Printed on low-quality porous paper. Clutter. High cost for ads taking up a half page or more. High percentage of media waste.

15. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 15 Newspaper cost/audience info: http://www.accessabc.com/ http://www.naa.org/info/facts00/ Marketer’s guide to media – on reserve!

16. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 16 Magazines Magazines are classified by: Frequency of publication Type of audience How they are distributed

17. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 17 Magazine Formats and Features Most magazines focus their content coverage on a particular subject. Either a horizontal (Chain Store Age) or vertical approach is taken (Supermarket News). Magazines have good production quality allowing for superior photo reproduction and sharp typography.

18. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 18 Magazine Formats and Features Types of advertising in magazines include: Gatefolds Preprinted ads – heavier paper stock Business-reply cards (BRCs) Pop-up ads Scent strips

19. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 19 Magazines Strengths: Audience selectivity Tangible High quality reproduction Strong reader involvement More permanent than newspapers Ability to do a split-run – good for testing ads

20. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 20 Magazines Weaknesses: Relatively limited reach of a brand’s target audience Long lead time Lack of frequency Costly

21. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 21 Magazine costs/info: http://www.srds.com/servlet/LoginServlet?action=loginFr ame&linkHit=ips http://www.srds.com/servlet/LoginServlet?action=loginFr ame&linkHit=ips Marketers Guide to media – on reserve!

22. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 22 Directories A directory is both a reference and an advertising medium. The most widely known is the Yellow Pages. Yellow Pages advertising is often the primary or only form of advertising used by many small, local retailers. A weakness of the Yellow Pages is that they are printed only once a year.

23. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 23 Broadcast Media Broadcast media include radio and television. Broadcast media differs from print in that people often do other things while listening or viewing, so messages are fleeting. Broadcast commercials are more intrusive than print ads.

24. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 24 The Weather Channel Exhibit 11-9, p.389

25. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 25 Audience Measurement Broadcast media are measured in terms of rating points. Ratings are based on a communication vehicle’s coverage area in terms of geography and target profile. Ratings are only a measure of household with a TV or radio on and tuned to a certain program – NOT the number of people paying attention to commercials. A broadcast term related to a rating is share. Ratings are a major factor in determining the advertising rates broadcasters can charge for their various programs.

26. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 26 Broadcast sources: http://www.arbitron.com/home/content.stm http://www.nielsenmedia.com/ Marketers Guide to Media!

27. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 27 Radio’s Daily Reach by Daypart for Adults 18+ Figure 11-6, p.394

28. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 28 Radio Strengths: “Theatre of the mind” – high level of involvement Selectivity Short lead time

29. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 29 Radio Weaknesses: No visuals Messages are fleeting Radio is often used as background entertainment Difficult to determine what percent of brand messages are actually heard

30. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 30 Television Strengths: Dynamic – able to carry sound and moving visuals Often considered the prestige medium for marketing communication Mass coverage

31. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 31 Television Weaknesses: High production cost Clutter Long lead times

32. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 32 Outdoor Advertising Strengths: Frequency Reach Accessibility Attracts people with certain commonalities

33. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 33 Outdoor Advertising Weaknesses: “Passing” exposure Wear out Negative perception

34. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 34 Alternative Media – don’t forget! Exhibit 11-17, p.405

35. Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 35 Alternative Media ideas ATM’s Aerial Banners Blimps Elevator TV ads Newspaper bags Inflatables Painted vehicles – bus wraps Restroom ads Trash receptacles Receipts Others?