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International Media MK0389
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Aims of the Session To identify global media opportunities
To select and evaluate different media opportunities
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The media planning process
Communications environment Target audience Media objectives Media mix selection Buying media De Pelsmacker, 2005
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Media Criteria Media decisions Reach Frequency Impact Cost 17-4 4
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Media Availability Worldwide
Legislation on media availability varies from country to country TV advertising Norway have a full ban on alcohol advertising Billboard restrictions Brazil 2006 Cinema advertising Restrictions on what can be advertised
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Media trends worldwide
Source: Euromonitor (2013)
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Types of Media Outdoor Magazines Newspapers Television Cinema Radio
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Outdoor Media Includes: Billboards Transit Shop displays
Transit advertising in Eastern Europe is very effective Restrictions in some countries (e.g. Brazil) Strengths: high reach, high frequency, location oriented Weaknesses: Poor perceptions, long production time, difficult to measure ROI
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Print Media Effective at delivery of a message to the target market
Newspapers Magazines Narrow focus Opportunity for ‘national’ advertising? Strengths: wide reach, high frequency, flexible, high readership, can be specific targeting (magazines) Weaknesses: Low attention grabbing opportunities, visual only, reproduction issues
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Broadcast Media Reaches mass audiences with a comparatively low cost
Allows to add visual and sound features to the message – more effective? Television – limits on the number of minutes for TV advertising in some countries (e.g. Scandanavia) Radio Strengths: high prestige, uses a variety of imagery / sounds, flexible, high reach. Weaknesses: Radio can be difficult to grab attention with, high level of repetition required.
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Cinema Cinema advertising has more power than television advertising
Higher levels of attention Distinctive screen images Strong communication tool Low production and transmission costs Captive audience Targeted
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Online Growth of internet worldwide Can be relatively cheap
Opportunity for Viral campaigns Market segments spending more time online and less time interacting with traditional campaigns.
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Global Media Decisions
Media Infrastructure Media infrastructure differs from country to country Media Limitations The major limitation in many markets is media availability
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Global ad spend
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Mobile ad spend Mobile advertising is still relatively small—with a total spend of $14.3 billion worldwide this year, or 2.8% of total ad expenditure. However, it is growing extremely rapidly: 77% growth in 2013, followed by 56% in 2014 and 48% in 2015, ZenithOptimedia forecasts. By 2015, mobile ad spend is expected to total $33.1 billion and to account for 6% of total ad expenditure. defined in the report as internet ads delivered to smartphones and tablets, whatever their format)
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The evolution of Marketing Communications
Tradigital Mass media & targeted Push orientation Outbound & inbound communication Personalisation & relevance Networks Communities Blogs Broadcast Print Outdoor Social Media marketing Dialogue Participation Sharing Content attracts inbound attention Three way communication Traditional marketing Mass media Push orientation Outbound communication Banners Micro-sites Source: Tuten & Solomon (2013)
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Media Spending Outdoor - important in Japan and South Korea - exposure in large cities Cinema - Argentina and India where films are popular pastimes Print - high literacy rates e.g. France, Germany, and Sweden Radio - lack of opportunity in Europe with government ownership Television - Strong in USA, Asia, and South America 17
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Summary Each media type has its own strengths and weaknesses
Media context can have a high impact on effectiveness of advertising Media infrastructure varies from country to country
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References See Recommended Reading List
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