Media Planning in Changing Times: SB Chapter 1 Changes in Media Environment –Diminishing effectiveness of traditional media advertising (ad clutter, lack of attention and interest) –More media options and audience fragmentation -- Diminishing delivery of traditional media e.g., Network TV ratings shrinkage due to Cable, Internet, etc

Media Planning in Changing Times: SB Chapter 1 Changes in Marketing Approaches –from mass marketing to demass (or niche) marketing –toward integrated marketing communications

Media Planning in Changing Times: SB Chapter 1 Changes in the Role of Media Planners –increasing importance of and complexity in media planning –requiring more knowledge and innovative, creative, and better ways of delivering messages to the consumer traditional vs. nontraditional media: Examples:

Media Planning in Changing Times: SB Chapter 1 advantages and disadvantage of nontraditional media: -Less clutter – greater chance of ad exposure -More attention and reception to ads -Familiarity, though among limited targets -Lack of reliable measurements and accountability

Media Planning in Changing Times: SB Chapter 1 Principles of Selecting Vehicles –Traditional criteria of cost & delivery CPM, CPP ? Sources for the media cost and audience data? Tradeoffs between creative requirements and CPM Promotional needs – Exposure-based vs. response-based criteria Balancing quantitative and qualitative criteria –Examples of quantitative and qualitative criteria

Media Planning in Changing Times: SB Chapter 1 A note of advice –Uncritical acceptance of or over-reliance on numbers is a dangerous practice and can lead to decisions that common sense indicates are wrong – You should not ignore the numbers and make decisions entirely on the basis of experience