1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Media Planning: Newspapers, Magazines, Television, and Radio 13 1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

2 The Present and Future World of “Traditional” Mass Media Advertisers believe that digital media offer more cost effective way to reach target audiences. Digital/interactive media now about $30 billion a year, about 14% of total worldwide media spending—up from 4% in Traditional mass media—particularly newspapers are losing placement to digital media Television has been hit by the shift to digital, but is responding with partnerships with digital organizations. 13 2

3 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Newspaper Advantages Reach is declining—but 100 million households in U.S. still read a daily paper Geographic selectivity is good Timeliness Creative opportunities exist but are limited Credibility is high Audience interest and demographics –High interest and upscale demographics Cost is lower than other print media 13 5

4 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Newspaper Disadvantages Limited segmentation Creative constraints Poor reproduction –Generally and particularly color Cluttered environment Short life 13 6

5 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Categories of Magazines Consumer publications –Men’s Journal, Women’s Day, Ebony Business publications –American Family Physician, Forbes Farm publications –Successful Farming, Progressive Farmer Magazine revenue is down sharply Several big name casualties—e.g., Gourmet Magazine Shift to “digital” is in progress Magazines

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 Magazine Advantages and Disadvantages Advantages Audience selectivity Audience interest Creative opportunities Long life Disadvantages Limited reach and frequency Clutter Long lead times Cost 13 12

7 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Television For many TV defines what advertising is—audio, visual, color Advertisers spent about $65 billion on television Many more billions are spent on commercial production 13 18

8 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Television Categories Network television Cable television o Video on demand capability Syndicated television o Off-network syndication o First-run syndication o Barter syndication Local television Satellite and closed-circuit television Web/iPod/Smartphone TV o Over 100 billion video streams annually o iPad emerging as viewing device 13 19

9 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advantages of Television Creative opportunities Coverage, reach, and repetition Cost per contact Audience selectivity o Narrowcasting 13 20

10 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Disadvantages of Television o Fleeting message o High absolute cost o Poor geographic selectivity o Poor audience attitude and attentiveness o DVR/TiVo ad avoidance o Clutter 13 21

11 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Radio Radio categories Radio networks Radio syndication AM versus FM Satellite radio Internet/mobile radio –Smartphone access Types of radio ads Local spot radio Network radio advertising National spot radio advertising 13 29

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12 Radio Advantages and Disadvantages Advantages o Cost o Reach and frequency o Target audience selectivity o Flexibility o Creative opportunities (theater of the mind) Disadvantages o Poor audience attentiveness o Creative limitations o Fragmented audiences o Chaotic buying procedures 13 31