1. Media
BMI3C

2. MEDIA The medium delivers the message to the consumer
The type of medium to be used MUST be decided before the advertisement is created

3. MEDIA Several factors determine which media is appropriate: Reach
Frequency
Selectivity
Durability
Lead-time
mechanical requirements
Clutter
Costs

4. Reach Refers to the number of people exposed to a message Based on
Circulation statistics (newspapers, magazines)
Audience (TV, radio)
Media set prices for ads based on how many people are being reached

5. Frequency
The number of times an audience will see or hear the same message over a period of time
Which is going to have a greater frequency
Radio ad
Magazine ad
frequency + reach = number of times the SAME consumer is exposed to the SAME message

6. Selectivity The ability of the medium to focus on a target audience
Less important for universal products like milk or cell phones
More important for niche products like snowboards or pet products

7. Durability How long an ad lasts TV, radio ads don’t last at all
Newspaper ads last 24 hours
Magazine ads can last for weeks

8. Lead-Time How long it takes to prepare an ad
TV and magazines require longer lead times (weeks)
Radio and newspapers may only need days

9. Mechanical Requirements
How complicated is it to prepare the ad?
TV ads are very complicated to produce
Radio ads are pretty simple

10. Clutter What else is competing for the audience’s attention?
Internal clutter
Ex: Newspaper ad (other ads, pictures, articles)
External clutter
Ex: Newspaper ad (reading paper quietly at home vs. on the bus)

11. Costs
How much does it cost to prepare the ad and pay for the space/time
TV ads: thousands to hundreds of thousands
Newspaper, radio ads: hundreds
Cost expressed based on Cost-per-thousand (cost to reach 1,000 people)
Ex: newspaper ad reaches 200,000 people, cost $2000 to produce and run
CPM = $10