Media Planning and Strategy

Media Planning and Strategy
Chapter Ten Media Planning and Strategy Media Planning and Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Traditional Media Landscape
Satellite radio stations 2 Broadcast networks (TV and cable) 100 TV stations 3,510 Satellite radio stations 2 Broadcast networks (TV and cable) 100 TV stations 3,510 Relation to text This slide relates to the material on pp and Figure 10-1 in the text. Summary Overview This slide shows the various forms of media and the number that exist in the United States as of May 16, There are also out-of-the-home media such as outdoor advertising, transit advertising, and electronic billboards. Use of this slide This slide can be used during a discussion of the many forms of media and media selection. Each form of media has advantages and disadvantages depending on the message that the advertiser is trying to convey. Newspapers (daily and weekly) 8,100 Radio stations 13,898 Consumer magazines 5,340 Newspapers (daily and weekly) 8,100 Consumer magazines 5,340 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Traditional Media Landscape in Taiwan (2006)
unit：NT million dollars Medium (-) +(-)% TV , , % Cable TV 8, , % Newspaper 7, , % Magazine 3, , % Radio , , % Outdoor 1, , % Total , , , %

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Media Terminology Media Planning A series of decisions involving the delivery of messages to audiences A series of decisions involving the delivery of messages to audiences Media Objectives Goals to be attained by the media strategy and program Goals to be attained by the media strategy and program Media Strategy Relation to text This slide relates to the material on pp of the text. Summary Overview This slide shows some of the various terms used in media planning and strategy. They include: Media planning – decisions involved in delivering the message to the audience. Media objectives – goals of the media strategy Media strategy – plans of actions to attain the media strategy Media – the various delivery systems including broadcast and print Broadcast media – radio or television Use of this slide This slide can be used to introduce and provide a brief overview of the basic terms and concepts of media planning and strategy. Decisions on how the media objectives can be attained Decisions on how the media objectives can be attained Media The various categories of delivery systems, including broadcast and print media The various categories of delivery systems, including broadcast and print media Broadcast Media Either radio or television network or local station broadcasts © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Terminology Print Media Publications such as newspapers, magazines, direct mail, outdoor, etc. Publications such as newspapers, magazines, direct mail, outdoor, etc. Media Vehicle The specific carrier within a medium category The specific carrier within a medium category Reach Relation to text This slide relates to material on pp of the text. Summary Overview This slide includes some additional terms used in media planning and strategy. They include: Print Media – publications such as magazines and newspapers or direct mail Media vehicles – specific carrier within the media category Reach – number of different audience members exposed at least once to a media vehicle in a given time period Coverage – potential audience that might receive a message through a vehicle Frequency – number of times the receiver is exposed to a media vehicle during a specified time period Use of this slide This slide can be used to introduce, and provide a brief overview of, the basic terms and concepts of media planning and strategy. Number of different audience members exposed at least once in a given time period Number of different audience members exposed at least once in a given time period Coverage The potential audience that might receive the message through the vehicle The potential audience that might receive the message through the vehicle Frequency The number of times the receiver is exposed to the media vehicle in a specific time period © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Developing the Media Plan
Situation analysis Situation analysis Marketing strategy plan Marketing strategy plan Creative strategy plan Creative strategy plan Setting media objectives Setting media objectives Determining media strategy Determining media strategy Relation to text This slide relates to material on pp and Figure 10-3 of the text. Summary Overview The media plan determines the best way to get the advertiser’s message to the market. The basic goal is to find that combination of media that enables the marketer to communicate the message in the most effective manner to the largest number of potential customers at the lowest cost. The various steps and activities involved in developing the media plan are presented on this slide. Use of this slide This slide can be used to introduce and provide an overview of the activities involved in developing a media plan. More detailed discussion of these activities will follow. Selecting broad media classes Selecting broad media classes Selecting media within class Selecting media within class Media use decision — print — broadcast — other media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Planning Difficulties
Measurement Problems Measurement Problems Lack of Information Lack of Information Problems in Media Planning Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows some of the problems that contribute to the difficulty of developing the media plan and thus may reduce its effectiveness. These problems include: Measurement problems occur frequently and only estimates are available Lack of information about markets and media; not measured or too costly Inconsistent terminology usually arises from confusion or lack of standard measurements Time pressures results in decisions being made without proper planning and analysis Use of this slide This slide can be used to discuss some of the problems associated with media planning that can make planning difficult or diminish its effectiveness. While these problems complicate the media decision process, they do not render it an entirely subjective exercise. Time Pressure Inconsistent Terms Inconsistent Terms © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Developing the Media Plan
Analyze the market Analyze the market Establish media objectives Establish media objectives Develop media strategy Develop media strategy Relation to text This slide relates to material on p. 306 and Figure 10-4 of the text. Summary Overview This slide shows the five steps of the media planning process. They are: Analyze the market Establish media objectives Develop media strategy Implement the strategy Evaluate performance Use of this slide This slide can be used to introduce and briefly explain the various steps involved in the media planning process. Implement media strategy Implement media strategy Evaluate performance © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Analyzing Market Potential
Index Number Relation to text This slide relates to the material on pp and Figures 10-5, 10-6 and 10-7 of the text. Summary Overview Key questions to be answered in the market analysis stage are to whom shall we advertise, where (geographically) and when should we advertise and should we focus our efforts? There are several indices available to marketers to assist in answering these questions. The index number, using the ratio of the following variables, is considered a good indicator of market potential: Percentage of users in a demographic segment Percentage of population in the same segment An index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100) or less than 100. Use of this slide This slide can be used to the discuss the value of raw numbers provided by such firms as the Simmons Market Research Bureau and Mediamark Research Inc. versus percentage figures and index numbers. Percentage of users in a demographic segment Index = X 100 Percentage of population in the same segment © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Brand and Category Analysis
Brand Development Index Percentage of brand to total U.S. sales in market Percentage of total U.S. population in market BDI = X 100 Relation to text This slide relates to the material on pp and Figures and of the text. Summary Overview There are several indices available to marketers to assist in answering these questions. One of these is the Brand Development Index (BDI) which is shown on this slide. It assists marketers in answering the question as to where to allocate the media budget. The index uses the ratio of the following variables: Percentage of the brand to total U.S. sales in a given market Percentage of total U.S. population in the given market By performing the mathematical calculations on the slide the advertiser would be able to determine the sales potential for the brand in that market area. The higher the BDI number the greater the potential that exists in a particular market. Use of this slide This slide can be used to explain the Brand Development Index. This index helps marketers factor the rate of product usage by geographic area into the decision of where to allocate their media budget. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Category Development Index Percentage of total product category sales in market Percentage of total U.S. population in market CDI = X 100 Relation to text This slide relates to material on pp and Figure of the text Summary Overview This slide shows the Category Development Index (CDI) which is another index that can be useful to marketers in determining where to allocate the media budget. It is computed in a manner similar to the BDI index, except that it uses information regarding the overall product category rather than for specific brands. This index uses the ratio of the following variables: Percentage of the total product category sales in a given market Percentage of total U.S. population in the given market By performing the mathematical calculation shown on the slide, the advertiser is able to determine the potential for development of the total product category in a given area. Use of this slide This slide can be used to explain the Category Development Index. When this information is combined with the BDI, a much more insightful promotional strategy may be developed. Beginning with the CDI, the marketer can first look at how well the product category does in a specific market area. Then a brand analysis would follow to see how well the brand is doing relative to its competitors. Together this information provides a clearer picture of where to allocate the media budget. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

High BDI Low BDI High market share Good market potential High market share Good market potential Low market share Good market potential Low market share Good market potential High CDI Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the use of the BDI and CDI indices as relates to market potential and market share. As the chart shows, high BDI and CDI means there is greater market share and greater market potential. The lower these two indices are, the lower the market potential. Knowing this information helps marketers decide where their ad dollars should be spent to achieve the desired outcome. Use of this slide This slide can be used to further explain the use of the BDI and CDI indices. The following slide provides more details regarding the implications of these indices. High market share Monitor for sales decline High market share Monitor for sales decline Low market share Poor market potential Low CDI © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

High BDI Low BDI The market usually represents good sales potential for both the product and the brand. The market usually represents good sales potential for both the product and the brand. The product category shows high potential but the brand isn’t doing well; the reason should be determined. The product category shows high potential but the brand isn’t doing well; the reason should be determined. High CDI Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide provides further insight into some of the inferences based on BDI and CDI data for a given geographic area. Some inferences regarding the market potential for the brand and the category are: High BDI/High CDI – good sales potential for brand and product category Low BDI/High CDI – category has high potential, but brand isn’t doing well; determine why High BDI/Low CDI – category is not doing well, but brand is; may be a good market in which to advertise Low BDI/Low CDI – both category and brand are not doing well, not a good market in which to advertise Use of slide This slide can be used to further explain the use of the BDI and CDI data. Knowing this information helps marketers decide where their advertising dollars should be spent to achieve the most impact. The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline. The category isn’t selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline. Both the product category and the brand are doing poorly; not likely to be a good place to advertise. Low CDI © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Target Audience Coverage
Population excluding target market Target market Media coverage Media overexposure Relation to text This slide relates to material on pp of the text and Figure Summary Overview Developing media strategies involves matching the coverage of the media vehicles to the target market. The chart on this slide shows the market coverage possibilities. Chart 1 – shows the target market as a proportion of the total population. Chart 2 – full coverage of the target market; optimal goal Chart 3 – partial coverage, leaving some customers without exposure Chart 4 – media coverage exceeds target audience; some coverage may be wasted Use of this slide This slide can be used to show the various target market coverage scenarios. The goal of the media planner is to extend media coverage to as many of the members of the target audience as possible while minimizing the amount of excess or wasted coverage. Target Market Proportion Partial Market Coverage Coverage Exceeding Market Full Market Coverage © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Three Scheduling Methods
Continuity Flighting Relation to text This material relates to material on pp and Figure of the text. Summary Overview The primary objective of media scheduling is to time advertising efforts so that they will coincide with the highest potential buying periods. This slide shows the three scheduling methods available to the media planner: Continuity – continuous pattern of advertising; every day, every week, or every month Flighting – intermittent periods of advertising and no advertising Pulsing – combination of the first two; continuity is maintained but at certain periods advertising is increased. Use of this slide This slide can be used to explain the various scheduling options available to the advertiser. The optimal scheduling schedule can be affected by buying cycles. A continuity schedule can be appropriate with food products, household products and products consumed on an ongoing basis. A flighting schedule is well suited to seasonal or other products that are consumed mostly during certain time periods. A pulsing schedule may be used for products that have little sales variation from period to period, but might see some increase in certain times such as cold beverages in the hot summer months. Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

C. Duplicated Reach of Both D. Unduplicated Reach of Both
Reach and Frequency A. Reach of One Program Total market audience reached B. Reach of Two Programs Total market audience reached Relation to text This slide relates to material on pp and Figure of the text. Summary Overview Since advertisers have budget constraints they are forced to make trade offs between reach and frequency. They must decide if they want the message seen and heard by more people (reach) or by fewer people more often (frequency). This slide shows a representation of various concepts associate with reach and frequency. Reach of One Program – total audience reached by one program Reach of Two Programs – total audience reached by two programs (including duplicated reach) Duplicated Reach of Both – duplicated reach only (those that were exposed more than once) Unduplicated Reach of Both – total reach less duplication (exposed only once) Use of this slide This slide can be used to introduce the concepts of reach and frequency and the terms duplicated reach and unduplicated reach. Both of these concepts are very important to the media planner. Unduplicated reach indicates potential new exposures, while duplicated reach provides an estimate of frequency. Most media schedules consider both reach and frequency. C. Duplicated Reach of Both Total reached with both shows D. Unduplicated Reach of Both Total reach less duplicate © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Graph of Effective Reach
Figure 10-22 Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide shows a graph of effective reach which represents the percentage of a vehicle’s audience reached at each effective frequency increment. Effective reach as shown on the shaded area of this graph is between 3 to 10 exposures (though decreasing with the number of exposures). Fewer than 3 exposures is considered inefficient reach, while more than 10 is considered overexposure and thus excessive reach. The exposure level is no guarantee of effective communication as different messages may require more or fewer exposures. Use of this slide This slide can be used to explain the concept of effective reach and the fact that viewers may need to be exposed to a message more than once for successful communication to occur. This graph shows 3 exposures to be a minimum. However, recent literature suggests that in the current environment where consumers are exposed to thousands of daily communication messages, effective reach may now require a minimum of 12 messages. Additionally, the complexity of the message, message length, and recency of the exposure can also have an impact on effective reach. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Marketing Factors Determining Frequency
Brand History Brand Loyalty Share of Voice Brand Share Target Group Usage Cycle Purchase Cycles Relation to text This slide relates to material on pp and Figure of the text. Summary Overview To determine effective frequency there are numerous factors that need to be considered such as marketing factors, message and creative factors, and media factors. The marketing factors to be considered include: Brand loyalty – inverse relationship; the higher the loyalty the less frequency required Brand share – inverse relationship; the higher the share the less frequency required Usage cycle – products needing to be replaced frequently require higher frequency to maintain top-of-mind awareness Brand history – new brands require higher frequency Share of voice – when strong competition exists, higher frequency is required Purchase cycles – shorter purchasing cycles require higher frequency to maintain top-of-mind awareness Target group – the ability to learn and retain messages has an impact on frequency Use of this slide This slide can be used to discuss the various marketing factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively. Brand Loyalty Brand Share Usage Cycle Brand History Share of Voice Purchase Cycles © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Message Factors Determining Frequency
or Creative Factors Message Complexity Message Complexity Message Uniqueness Message Uniqueness New Vs. Continuing Campaigns New Vs. Continuing Campaigns Image Versus Product Sell Relation to text This slide relates to material on pp and Figure of the text. Summary Overview To determine effective frequency there are many factors that need to be considered. The message factors to be considered include: Message complexity – the simpler the message the less frequency required Message uniqueness – the more unique the message the less frequency required New vs. continuing campaign – new campaigns require a higher frequency Image vs. product sell – creating an image requires a higher frequency Message variation – a single message requires less frequency Wearout – higher frequency leads to faster wearout Advertising units – larger units require less frequency Use of this slide This slide can be used to discuss the various message factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively. Image Versus Product Sell Message Variation Message Variation Wearout Advertising Units Wearout © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Factors Determining Frequency
Clutter Clutter Scheduling Repeat Exposures Repeat Exposures Media Factors Relation to text This slide relates to material on pp and Figure of the text. Summary Overview To determine effective frequency there are many factors that need to be considered. The media factors that must be taken into consideration include: Clutter – more clutter requires higher frequency Repeat exposures – media that allow for more repeat exposures require less frequency Editorial environment – the more consistent the ad is with the editorial environment the less frequency required Number of media used – fewer media the lower the frequency required Attentiveness – the higher the level of attention achieved by the media, the less frequency required Scheduling – continuous scheduling requires less frequency Use of this slide This slide can be used to discuss the various media factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively. Attentiveness Attentiveness Editorial Environment Editorial Environment Number of Media Used Number of Media Used © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Flexibility in Media Planning Strategies
Market opportunities Market opportunities Market threats Market threats Flexibility Relation to text This slide relates to material on p. 324 of the text. Summary Overview This slide shows some areas where flexibility in a media strategy may be needed to avoid lost opportunities and address new threats. Market opportunities. Sometimes a market opportunity arises that the advertiser wishes to take advantage of. Market threats. Internal or external factors may pose a threat to the firm, and a change in media strategy is dictated. Availability of media. Sometimes a desired medium (or vehicle) is not available to the marketer. Changes in media or in media vehicles. A change in the medium or in a particular vehicle may require a change in the media strategy. Use of this slide This slide can be used to discuss the importance of a flexible media strategy. Because of the rapidly changing market environment, strategies may need to be modified. Changes in media or media vehicle Availability of media Availability of media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Determining Relative Cost of Media-Print
Cost per thousand (CPM) Relation to text This slide relates to material on pp of the text, which discusses the relative cost of media. Summary Overview An important decision in the development of the media strategy is estimating the relative cost of advertising in various media. The overall objective of the advertiser is to deliver the message to the target audience at the lowest rate with the least waste. This slide shows how the cost of print media is calculated. CPM refers to cost per thousand people reached and is calculated for print media such as magazines by dividing the cost of the ad space by the circulation and multiplying this amount by 1000. Use of this slide This slide can be used to discuss how the relative cost of print media is calculated. This formula is used to compare the relative costs of print media such as magazines and is often used for other media as well. Cost of ad space (absolute cost) Circulation CPM = X 1,000 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Calculating CPM Based on the Target Audience
Relation to text This slide relates to material on pp of the text, which discusses the relative cost of media. Summary Overview The cost per thousand may overestimate or underestimate the actual cost effectiveness. Consider a situation where some waste coverage is inevitable. The circulation exceeds the target market. If the people reached by this message are not potential buyers of the product, then having to pay to reach them results in too low a cost per thousand, as shown in Scenario A. We must use the potential reach to the target market – the destination sought – rather than the overall circulation figure. Use of this slide This slide can be used to discuss that most media buyers rely on target CPM, or TCPM, which calculates CPMs based on the target audience, not the overall audience. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Determining Relative Cost of Media-Broadcast
Cost per rating point (CPRP) Relation to text This slide relates to material on pp of the text. Summary Overview An important decision in the development of the media strategy is estimating the relative cost of advertising in various media. The overall objective of the advertiser is to deliver the message to the target audience at the lowest cost. This slide shows how the cost of broadcast media is calculated using CPRP (often referred to as CPP) which refers to cost per rating point. A rating point represents 1 percent of all households in a particular area who are tuned into a specific program. Use of this slide This slide can be used to demonstrate how the relative cost of broadcast media is calculated by using the cost per rating point formula. CPRP = Cost of commercial time Program rating © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Television Pros and Cons
Advantages Disadvantages Mass coverage Mass coverage Low selectivity Low selectivity High reach High reach Short message life Short message life Impact of sight, sound and motion Impact of sight, sound and motion High absolute cost High absolute cost Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using television as a medium. Some of the more noteworthy advantages are the fact that it is a mass medium with high reach and it is provides a combination of sight, sound, and motion. The major disadvantages of TV as an advertising medium are that it has a high absolute cost, potentially high production costs for commercials, and has become very cluttered. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using television as an advertising medium. Chapter 11 provides a more complete evaluation of television as a medium. High prestige High prestige High production cost High production cost Low cost per exposure Low cost per exposure Clutter Attention getting Attention getting Favorable image Favorable image © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Radio Pros and Cons Advantages Disadvantages Local coverage
Audio only Audio only Low cost Low cost Clutter Clutter High frequency High frequency Low attention getting Low attention getting Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using radio as a medium. Some of the more noteworthy advantages are the fact that radio has local coverage, is low cost, and may result in high frequency of exposures. The major disadvantages of radio advertising is that it has high clutter, low attention getting ability, and provides only an audio message. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using radio as an advertising medium. Chapter 11 provides a more complete evaluation of broadcast media including radio. Flexible Flexible Fleeting message Low production cost Low production cost Well-segmented audience Well-segmented audience © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Magazine Pros and Cons Advantages Disadvantages Segmentation potential
Long lead time for ad placement Long lead time for ad placement Quality reproduction Quality reproduction Visual only Visual only High information content High information content Lack of flexibility Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using magazines as an advertising medium. Some of the more noteworthy advantages of magazines as advertising media vehicles are the fact that they have good potential for segmentation, provide quality reproduction, and have longevity. The major disadvantages are it they have long lead times, provide only a visual message, and often lack flexibility. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using magazines. Chapter 12 provides a more complete evaluation of print media including magazines. Longevity Longevity Multiple readers Multiple readers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Newspaper Pros and Cons
Advantages Disadvantages High coverage High coverage Short life Short life Low cost Low cost Clutter Clutter Short lead time for placing ads Short lead time for placing ads Low attention getting Low attention getting Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using newspapers as a medium. Some of the more noteworthy advantages are the fact that they have good potential for high coverage, the cost is relatively low, and they have short lead times. The major disadvantages of newspapers are that they have a short reading life, high levels of advertising clutter, and may have low attention getting ability. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using newspapers as an advertising medium. Chapter 12 provides a more complete evaluation of newspapers. Ads can be placed in interest sections Ads can be placed in interest sections Poor reproduction quality Poor reproduction quality Timely (current ads) Timely (current ads) Selective reader exposure Reader controls exposure Reader controls exposure Can be used for coupons Can be used for coupons © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Outdoor Pros and Cons Advantages Disadvantages Location specific Location specific Short exposure time Short exposure time High repetition High repetition Short ads Short ads Easily noticed Easily noticed Poor image Poor image Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using outdoor as an advertising medium. Some of the more noteworthy advantages are the fact that outdoor ads are location specific, easily noticed, and allow for high repetition. The major disadvantages are that outdoor has a short exposure time, can accommodate only short messages, and may have a poor image. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using outdoor advertising. Chapter 13 provides a more complete evaluation of outdoor media. Local restrictions © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Direct Mail Pros and Cons
Advantages Disadvantages High selectivity High selectivity High cost per contact High cost per contact Reader controls exposure Reader controls exposure Poor image (junk mail) Poor image (junk mail) High information content High information content Clutter Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using direct mail as a medium. Some of the more noteworthy advantages of direct mail are that it is highly selective, the reader controls the exposure, and a great deal of information can be provided. The major disadvantages of direct mail are high cost-per-exposure, clutter, and poor image. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using direct mail as an advertising medium. Chapter 14 provides a more complete evaluation of direct marketing. Repeat exposure opportunities Repeat exposure opportunities © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Internet Pros and Cons Advantages Disadvantages
User selects product information User selects product information Limited creative capabilities Limited creative capabilities User attention and involvement User attention and involvement Websnarl (crowded access) Websnarl (crowded access) Interactive relationship Interactive relationship Technology limitations Technology limitations Relation to text This slide relates to material on pp and Figure of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using the Internet as an advertising medium. Some of the advantages of the Internet are the fact the user selects the information, is usually attentive and involved, and the medium is interactive. The major disadvantages of the Internet are limited creative capabilities, web snarl, and a lack of valid measurement techniques. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using the Internet as an advertising medium. Chapter 15 provides a more complete evaluation of the Internet. Direct selling potential Direct selling potential Few valid measurement techniques Few valid measurement techniques Flexible message platform Flexible message platform Limited reach © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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