1. Peggy Simcic Brønn1 Chapter 15 The media

2. Peggy Simcic Brønn2 Considerations zCosts: yAbsolute: costs of time and space purchased in medium yRelative: costs of contacting each member of segment (target audience) zAbility to communicate message zAudience profile

3. Peggy Simcic Brønn3 Print Media zNewspapers yStrengths: can read at leisure, facilitates comparison shopping, wide exposure, extremely flexible, can use color, etc. yWeaknesses: large number of ads, ads receive little exposure, decline in circulation, young people do not generally read

4. Peggy Simcic Brønn4 Print Media zMagazines yStrengths: high quality, great flexibility in presentation, wide range of titles, can provide prestigious environment, high pass along factor yWeaknesses: audience growth rates falling behind ad rates, long time horizon, rarely reaches majority of segment, reading patterns vary zSpecial category: directories (Yellow Pages)

5. Peggy Simcic Brønn5 Broadcast Media zTelevision yStrengths: creatively flexible, high prestige and status, relative costs can be low yWeaknesses: have to be repeated (increasing absolute costs), audience increasingly fragmented, competition from other entertainment sources, increased clutter, program changes cause problems

6. Peggy Simcic Brønn6 Broadcast zRadio yStrengths: specialized programming, mobile, low absolute costs, great flexibility, an excellent support medium yWeaknesses: lacks impact and ability to hold audience, requires high levels of frequency, can be irritating

7. Peggy Simcic Brønn7 Outdoor Media zBillboards and street furniture yStrengths: reaches a large audience (high OTS), high relative cost, provides great support, strong placement flexibility, can quickly develop GRPs yWeaknesses: do not allow detailed information, long lead times, message effectiveness difficult to measure (increasingly important), contributes to visual pollution

8. Peggy Simcic Brønn8 Outdoor zTransit yStrengths: can have high exposure time, relatively low costs, benefit to local advertisers yWeaknesses: does not cover all market segments, lacks status, difficult to read, suffers from high level of clutter

9. Peggy Simcic Brønn9 New Media zOn-line and Off-line yStrengths: can induce immediate dialogue, engage consumer with lower levels of communication noise, participants seek out medium, allows for high level of personalized and tailored messages yWeaknesses: limited reach at present.

10. Peggy Simcic Brønn10 In-store Media zPoint-of-purchase (POP) yStrengths: attract attention, provide information, strong potential to persuade, reinforce prior awareness, absolute and relative costs are low, can be introduced quickly yWeaknesses: customers may already be committed to purchase, do not reach those who are not actively engaged, can be difficult to maintain in a large number of outlets, can lead to clutter, need rigorous control

11. Peggy Simcic Brønn11 In-store zPackaging yColor is influential yShape of package critical yPackage size yRefill packages yInformational issues yLabelling yCarry tangible and intangible messages

12. Peggy Simcic Brønn12 Others zCinema zProduct placement zExhibitions zAmbient media zGuerilla tactics zDirect response

13. Media Class Type Broadcast TV, Radio Print Newspapers, Magazines (Consumer, Business) Outdoor Billboards, Street furniture, Transit New Media Internet, Digital TV, Teletext CD-ROM In-store Point-of-purchase, packaging Other Cinema, Exhibitions Product placement, Ambient Guerilla