1. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-1 8 Chapter Eight Traditional Media Channels

2. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-2 Media Strategy Process of analyzing and choosing media for an advertising and promotional campaign.

3. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-3 People Involved in Media Selection Media Buyer Media Planner Client Account Executive Creative

4. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-4 Factors in Effective Media Purchases Quality of media choices. Creativity in developing the media plan. Financial limitations. Agency culture and track record. Good data analysis. Relationship between media buyer and sales representatives.

5. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-5 Media Terms Spot ads Reach Frequency Opportunity to see (OTS) Ratings Continuity (continuous, pulsating, discontinuous) Gross impressions

6. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-6 Media Selection Percentage who indicated they were “very attentive” to brand messages by various media Word-of-mouth63% Sampling45% In-store32% Mass media27% TV, Radio, Newspapers, Magazines, Outdoor Sponsorship23% Alternative media18% Viral, guerrilla, etc. Public relations15% Online10% Direct mail 7% Source: David Kaplan, “Study: Masses Still Tuned in to Mass Media,” Adweek, Vol. 44, No. 42 (October 27, 2003), p. 12.

7. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-7 Television Table 9.2 T A B L E 8. 2 Television Advantages 1.High reach 2.High frequency potential 3.Low cost per contact 4.Quality creative opportunities 5.Segmentation possibilities through cable outlets Disadvantages 1.Greater clutter 2.Channel surfing during commercials 3.Short amount of copy 4.High cost per ad 5.Low recall due to clutter

8. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-8 Nielsen Ratings In the United States, the total number of households with television sets is approximately 109.7 million. To calculate the rating of an episode of American Idol, if the number of households tuned to the season finale was 17.8 million, then the rating would be:

9. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-9 American Idol$658,33316.2 Survivor$412,83310.8 CSI: Miami$374,23110.0 Everybody Loves Raymond$315, 850 9.8 Two and a Half Men$249,017 9.6 Law and Order$227,500 8.3 Sources: “Average Price of a 30-second Ad for Fall 2004,” The Futon Critic, Http://www.thefutoncritic.com, March 29, 2005; “Nielsen Media Research Top 20,” Http://tv.yahoo.com/nielsen, March 29, 2005. Http://www.thefutoncritic.com Http://tv.yahoo.com/nielsen TV Show Cost 30 Second Ad Nielsen Rating Cost of a 30-scond Ad and Nielsen Rating

10. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-10 T A B L E 8. 3 Radio Advantages 1.Lower cost per spot than television 2.Low production cost 3.High segmentation potential 4.Flexibility in making new ads 5.Able to modify ads to fit local conditions 6.Creative opportunities with music and other sounds 7.Mobile: people carry radios everywhere Disadvantages 1.Short exposure time 2.Low attention 3.Few chances to reach national audience 4.Target duplication when several stations use same format

11. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-11 T A B L E 8. 4 Outdoor Advantages 1.Large, spectacular ads possible 2.Able to select geographic areas 3.Accessible for local ads 4.Low cost per impression 5.Broad reach 6.High frequency on major commute routes Disadvantages 1.Legal limitations 2.Short exposure time 3.Brief messages 4.Little segmentation possible 5.Cluttered travel routes

12. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-12 T A B L E 8. 5 Magazines Advantages 1.High market segmentation 2.Targeted audience interest by magazine 3.High color quality 4.Long life span 5.Read during leisure time 6.Longer attention to ads Disadvantages 1.Long lead time for ads 2.Little flexibility (lead time) 3.High level of clutter 4.Declining readership

13. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-13 T A B L E 8. 6 Newspapers Advantages 1.Priority for local ads 2.High credibility 3.Strong audience interest 4.Longer copy/message possible 5.High flexibility 6.Cumulative volume discounts Disadvantages 1.Major clutter 2.Short life span 3.Poor quality reproduction 4.Limited audience