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Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
Adver & media
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Adver & media

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  • Relation to textThis slide relates to the material on pp. 301-302 of the text.
    Summary OverviewThis 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 slideThis slide can be used to introduce and provide a brief overview of the basic terms and concepts of media planning and strategy.
  • Relation to textThis slide relates to material on pp. 301-302 of the text.
    Summary OverviewThis 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 slideThis slide can be used to introduce, and provide a brief overview of, the basic terms and concepts of media planning and strategy.
  • Relation to textThis slide relates to material on p. 304 and Figure 10-2 of the text.
    Summary OverviewThe 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 303-305 of the text.
    Summary OverviewThis 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 slideThis 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.
  • Relation to textThis slide relates to material on p. 306 and Figure 10-3 of the text.
    Summary OverviewThis 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 slideThis slide can be used to introduce and briefly explain the various steps involved in the media planning process.
  • Relation to textThis slide relates to the material on pp. 310-311 and Figures 10-10 and 10-11 of the text.
    Summary OverviewKey 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. 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 311-312 and Figure 10-11 of the text
    Summary OverviewThis 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 310-312 and Figure 10-12 of the text.
    Summary OverviewThis 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 310-312 and Figure 10-12 of the text.
    Summary OverviewThis 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 313-314 of the text and Figure 10-14.
    Summary OverviewDeveloping 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 slideThis 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.
  • Relation to textThis material relates to material on pp. 314-316 and Figure 10-16 of the text.
    Summary OverviewThe 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 317-318 and Figure 10-19 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.
  • Relation to textThis slide relates to material on pp. 320-321 and Figure 10-22 of the text.
    Summary OverviewThis 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 321-322 and Figure 10-23 of the text.
    Summary OverviewTo 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 slideThis slide can be used to discuss the various marketing factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively.
  • Relation to textThis slide relates to material on pp. 321-322 and Figure 10-23 of the text.
    Summary OverviewTo 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 slideThis slide can be used to discuss the various message factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively.
  • Relation to textThis slide relates to material on pp. 321-322 and Figure 10-23 of the text.
    Summary OverviewTo 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 slideThis slide can be used to discuss the various media factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively.
  • Relation to textThis slide relates to material on pp. 324-326 of the text which discusses the relative cost of media.
    Summary OverviewAn 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 324-326 of the text.
    Summary OverviewAn 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 slideThis slide can be used to demonstrate how the relative cost of broadcast media is calculated by using the cost per rating point formula.
  • Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
    Summary OverviewThis 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
    Summary OverviewThis 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
    Summary OverviewThis 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
    Summary OverviewThis 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
    Summary OverviewThis 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
    Summary OverviewThis 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 slideThis 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.
  • Relation to textThis slide relates to material on pp. 330-331 and Figure 10-30 of the text.
    Summary OverviewThis 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 slideThis 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.
  • Transcript

    • 1. Media Planning and Strategy © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 2. Media Terminology Media Media Planning Planning A series of decisions involving the delivery of A series of decisions involving the delivery of messages to audiences messages to audiences Media Media Objectives Objectives Goals to be attained by the media strategy Goals to be attained by the media strategy and program and program Media Media Strategy Strategy Decisions on how the media objectives can Decisions on how the media objectives can be attained be attained Media Media The various categories of delivery systems, The various categories of delivery systems, including broadcast and print media including broadcast and print media Broadcast Broadcast Media Media Either radio or television network or local Either radio or television network or local station broadcasts station broadcasts © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 3. Media Terminology Print Print Media Media Publications such as newspapers, Publications such as newspapers, magazines, direct mail, outdoor, etc. magazines, direct mail, outdoor, etc. Media Media Vehicle Vehicle The specific carrier within a medium The specific carrier within a medium category category Reach Reach Number of different audience members Number of different audience members exposed at least once in a given time period exposed at least once in a given time period Coverage Coverage The potential audience that might receive The potential audience that might receive the message through the vehicle the message through the vehicle Frequency Frequency The number of times the receiver is exposed The number of times the receiver is exposed to the media vehicle in a specific time period to the media vehicle in a specific time period © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 4. Developing the Media Plan Situation Situation Analysis Analysis Marketing Marketing Strategy Plan Strategy Plan Creative Creative Strategy Plan Strategy Plan Setting Media Objectives Setting Media Objectives Determining Media Strategy Determining Media Strategy Selecting Broad Media Classes Selecting Broad Media Classes Selecting Media Within Class Selecting Media Within Class Media Use Decision Media Use Decision — Broadcast — Broadcast Media Use Decision Media Use Decision — Print — Print © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media Use Decision Media Use Decision — Other Media — Other Media
    • 5. Media Planning Difficulties Measurement Measurement Problems Problems Lack of Lack of Information Information Problems Problems in Media in Media Planning Planning Time Time Pressure Pressure Inconsistent Inconsistent Terms Terms © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 6. Developing the Media Plan Analyze the Market Analyze the Market Establish Media Objectives Establish Media Objectives Develop Media Strategy Develop Media Strategy Implement Media Strategy Implement Media Strategy Evaluate Performance Evaluate Performance © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 7. Brand and Category Analysis Brand Development Index Percentage of brand to total U.S. sales in market BDI = Percentage of total U.S. population in market © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 100
    • 8. Brand and Category Analysis Category Development Index Percentage of total product category sales in market CDI = Percentage of total U.S. population in market © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 100
    • 9. Brand and Category Analysis High CDI Low BDI High market share High market share Good market Good market potential potential Low market share Low market share Good market potential Good market potential Low CDI High BDI High market share High market share Monitor for sales Monitor for sales decline decline Low market share Low market share Poor market potential Poor market potential © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 10. Brand and Category Analysis Low CDI High CDI High BDI Low BDI The market usually The market usually represents good sales represents good sales potential for both the potential for both the product and the brand. product and the brand. The product category The product category shows high potential but shows high potential but the brand isn’t doing well; the brand isn’t doing well; the reason should be the reason should be determined. determined. The category isn’t selling The category isn’t selling well but the brand is; well but the brand is; may be a good market in may be a good market in which to advertise but which to advertise but should be monitored for should be monitored for sales decline. sales decline. Both the product category Both the product category and the brand are doing and the brand are doing poorly; not likely to be a poorly; not likely to be a good place to advertise. good place to advertise. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 11. Target Audience Coverage Population excluding target market Target market Media coverage Media overexposure Target Market Proportion Full Market Coverage Partial Market Coverage © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Coverage Exceeding Market
    • 12. Three Scheduling Methods Continuity Flighting Pulsing Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 13. Reach and Frequency A. Reach of One Program B. Reach of Two Programs Total market audience reached Total market audience reached C. Duplicated Reach of Both D. Unduplicated Reach of Both Total reached with both shows Total reach less duplicate © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 14. Graph of Effective Reach Figure 10-22 + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 15. Marketing Factors Determining Frequency Marketing Marketing Factors Factors Brand Brand Loyalty Loyalty Brand Brand History History Brand Brand Share Share Share of Share of Voice Voice Usage Usage Cycle Cycle Purchase Purchase Cycles Cycles © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Target Target Group Group
    • 16. Message Factors Determining Frequency Message Message or Creative or Creative Factors Factors Message Complexity Message Complexity Message Uniqueness Message Uniqueness New Vs. Continuing Campaigns New Vs. Continuing Campaigns Image Versus Product Sell Image Versus Product Sell Message Variation Message Variation Wearout Wearout Advertising Units Advertising Units © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 17. Media Factors Determining Frequency Clutter Clutter Repeat Repeat Exposures Exposures Scheduling Scheduling Media Media Factors Factors Editorial Editorial Environment Environment Attentiveness Attentiveness Number of Number of Media Used Media Used © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 18. Determining Relative Cost of Media-Print Cost per thousand (CPM) CPM = Cost of ad space (absolute cost) Circulation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin X 1,000
    • 19. Determining Relative Cost of Media-Broadcast Cost per rating point (CPRP) CPRP = Cost of commercial time Program rating © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 20. 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 Impact of Sight, Sound and Motion and Motion High Absolute Cost High Absolute Cost High Prestige High Prestige High Production Cost High Production Cost Low Cost Per Exposure Low Cost Per Exposure Clutter Clutter Attention Getting Attention Getting Favorable Image Favorable Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 21. Radio Pros and Cons Advantages Disadvantages Local Coverage Local Coverage Audio Only Audio Only Low Cost Low Cost Clutter Clutter High Frequency High Frequency Low Attention Getting Low Attention Getting Flexible Flexible Fleeting Message Fleeting Message Low Production Cost Low Production Cost Well-segmented Audience Well-segmented Audience © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 22. Magazine Pros and Cons Advantages Disadvantages Segmentation Potential Segmentation Potential Long Lead Time for Long Lead Time for Ad Placement Ad Placement Quality Reproduction Quality Reproduction Visual Only Visual Only High Information Content High Information Content Lack of Flexibility Lack of Flexibility Longevity Longevity Multiple Readers Multiple Readers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 23. Newspaper Pros and Cons Advantages Disadvantages High Coverage High Coverage Short Life Short Life Low Cost Low Cost Clutter Clutter Short Lead Time for Short Lead Time for Placing Ads Placing Ads Low Attention Getting Low Attention Getting Ads Can Be Placed in Ads Can Be Placed in Interest Sections Interest Sections Poor Reproduction Quality Poor Reproduction Quality Timely (Current Ads) Timely (Current Ads) Selective Reader Exposure Selective Reader Exposure Reader Controls Exposure Reader Controls Exposure Can Be Used for Coupons Can Be Used for Coupons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 24. Outdoor Pros and Cons Advantages Disadvantages Location Specific Location Specific Sort Exposure Time Sort Exposure Time High Repetition High Repetition Short Ads Short Ads Easily Noticed Easily Noticed Poor Image Poor Image Local Restrictions Local Restrictions © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 25. 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 Clutter Repeat Exposure Repeat Exposure Opportunities Opportunities © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 26. Internet Pros and Cons Advantages Disadvantages User Selects Product User Selects Product Information Information Limited Creative Limited Creative Capabilities Capabilities User Attention and User Attention and Involvement Involvement Websnarl (Crowded Websnarl (Crowded Access) Access) Interactive Relationship Interactive Relationship Technology Limitations Technology Limitations Direct Selling Potential Direct Selling Potential Few Valid Measurement Few Valid Measurement Techniques Techniques Flexible Message Platform Flexible Message Platform Limited Reach Limited Reach © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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