1. Traditional Media Channels
Chapter 8
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Chapter Objectives
What activities are involved in creating a media strategy?
How do roles played by media planners and media buyers differ from others in the marketing department?
What are reach, frequency, continuity, impressions, and CPM?
What are the advantages and disadvantages of the various forms of traditional media used in advertising?
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
The process of analyzing and choosing media for an advertising and promotional campaign.
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6. Components of a Media Plan
Marketing analysis
Advertising analysis
Media strategy
Media schedule
Justification and summary
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7. Media Selection People 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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12. Ad Campaign Continuity
Continuous campaign
Pulsating campaign
Flighting campaign
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13. Three-Exposure Hypothesis
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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Recency Theory
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
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15. Traditional Media Selection
Broadcast media
Television
Radio
Outdoor
Print media
Magazines
Newspapers
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Television
Advantages
Disadvantages
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
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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
Advantages
Disadvantages
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
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Outdoor
Advantages
Disadvantages
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
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Magazines
Advantages
Disadvantages
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
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Newspapers
Advantages
Disadvantages
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
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22. Media Mix United States
Television – 47.2%
Radio – 3%
Outdoor 2.2%
Magazines – 20.9%
Newspapers – 21.4%
Internet – 5.3%
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B-to-B Advertising
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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25. Media Selection International Markets
Media importance varies
Media viewing habits vary
Media buying is different
Cultural mores vary
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