Role of Media in Advertising and Promotion

2. Media
We are referring to the way messages are delivered to target
audiences and increasingly back to companies.
Media used in advertising = mass media
Broadcasting media = television, radio
Niche media = Expansión, Revista Merca2.0, etc.
Interactive media allow the two way communication.

3. Role of media
They deliver messages to and form customers and move
messages back and forth through channels.
Media also offer opportunities for engagement, you connect
the a brand with the audience, touch their emotions and also
engage their minds.

4. Categories of Media
- Television: network, cable
- Radio; network, radio UDEM, etc.
- Newspapers: El norte, El Financiero
- Magazines
- Internet
- Outdoor
- Branded Entertainment

5. What are advantages/disadvantages of?
- Television
- Radio
- Internet
- Social Media
- Pamphlets
- Newspapers
- Magazines

6. GOAL OF MEDIA
To maximize impact
while minimizing cost.

7. Media Mix
It is the way various types of media are strategically combined
to create a certain kind of impact.
Which media mix strategy will you use in your project?

8. • Emphasis on brief and powerful phrases
• Average 10 words, easily to be understand by the audience.
• Length: no more than one minute of duration, 125 words.
• Tone of voice.
Radio in Media

9. Contact points (Activity 1).
There are various ways a consumer comes in contact with a
brand.
Newspapers, magazines
Internet
Packages, labels,
Signs, company trucks
Business cards
T-shirts.

10. Word of mouth
Buzz

11. It’s a key contact point.
It’s a container.
It’s an important communication vehicle.
Packaging

12. Launch day of Best Buy

13. Paying attention to the message:
Good communication only involves two steps: empathy and clarity.
Empathy is about the other person. It's paying attention to how
someone receives information. Once we know how they
understand, we can create a message that is more easily
understood.
Clarity, on the other hand, is about us. It's about our paying
attention to how the message is communicated so that our
intended message is what is actually heard -- rather than what
(we think) we said.
Goals of communication

14. Represents a company’s attitude and behavior during
interactions with customers.
How can Company attend its customers?
CRM
CUSTOMER SERVICE

15. So, effective communication is not really that difficult. It
starts with the intent (which is in our head), the message that
is communicated (which is in our words, our voice, our body
language, etc.) and ultimately the information that is heard
(which is in the listener's head).
Effective communication

16. Research and explain
1) What is exposure?
2) What are impressions?
3) What is a circulation?
4) What is a rating?

17. We have to consider various factors:
- Education
- Social class
- Religion
- Nationality
- Culture
- Region of the country.
What is a difference between birria in Aguascalientes and
Mexico City?
Understanding the message

18. - Clarity
- Use of symbols – it has to be unique, memorable,
recognized.
- Avoid “profession terms”.
- Avoid superlatives such as: unique, revolutionary, number
one, you may create suspicion among journalists.
- Avoid strange description: euphemisms.
- Avoid discriminatory language.
Understanding the message

19. In Marketing Surveys you first do pilot surveys.
You should be checking non verbal behavior.
In the classroom, in the conferences you can elicit some people
and ask simple questions and you see if they “got it”
(understood it).
Test your audience

20. In TV, video, or class presentations the speakers have to:
- Show appropriate facial expressions.
- Gestures
- Posture
- Clothing
- Territoriality. (in the US, casual friends are usually kept 60-
100 cms away, personal friends . 15 cm – 45 cms, intimate
friends – less than 15 cms).
Believe in message

21. A bank may spend thousands of dollars in a promotional slogan
“Your bank is friend, the service is what it matters”.
But if you as a customer are shown the opposite, or the
employees don’t believe it, it is worthless.
Can you think in other example?
For example

22. - Repetition is necessary – not everyone watches the same
program at the same hour.
- If a selected media has a high degree of credibility, the
repetition avoids the change of opinion.
- It helps the people to remember how the message is like.
- It helps to people to overcome distractions. (crying babies).
Remembering message

23. 1. Product Awareness
If consumers do not know your product exists, than it might as
well not exist! Create marketing material. These can be one-
sheets, video teasers, images, and landing pages. Make these
marketing materials easily accessible. Utilizing creativity and
wit is a great way to engage consumers in this awareness stage.
I recommend creating a strong social media presence for said
product.
The 5 Stages to Consumer Adoption
Process

24. Among the methods used in the todays business landscape
include a website describing the product, blog posts, tutorial
or instructional videos, white papers, and other sources of info
that the potential consumer can discover and review.
Product Interest

25. Among the methods used in the todays business landscape
include a website describing the product, blog posts, tutorial
or instructional videos, white papers, and other sources of info
that the potential consumer can discover and review.
2. Product Interest

26. Consumers are searching for information. We are now finding
that consumers go online and utilize social media channels to
ask other individuals about your product or service. In addition,
they find online reviews and recommendations.
Opinion Leaders are very important.
Also word of mouth is very relevant.
3. Product Evaluation

27. Nothing helps a consumer make a decision about your product
more than actually trying your product out!
4. Product Trial

28. When the consumer enters the product adoption phase, he/she
is ready to purchase your companies product.
In e-commerce make the purchase possible in few clicks.
This is the critical stage that businesses need to get their
consumers to. When the customer is here, you need to make
the payment process simple, intuitive, and pain free
5. Product Adoption

29. • Locations: rent of meeting rooms or receptions,
• Catering service: How will you select it?
• Cost/Tips/Beverages/Waiters/Drinks
• Decoration:
• Tables/signs
• Design/Printing:
• Invitations, Programs, Entries, Ids, Promotional pamphlets
• Recognitions/Diploma
• Transport
• Performance
• Press: Advertising/Banners
• Common Expenses: Telephone/Supplies/Data management.
Events