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Media types
 

Media types

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  • Relation to text This slide relates to the material on pp. 301-302 of the text. Summary Overview This 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 slide This slide can be used to introduce and provide a brief overview of the basic terms and concepts of media planning and strategy.
  • Relation to text This slide relates to material on pp. 301-302 of the text. Summary Overview This 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 slide This slide can be used to introduce, and provide a brief overview of, the basic terms and concepts of media planning and strategy.
  • Relation to text This slide relates to material on p. 304 and Figure 10-2 of the text. Summary Overview The 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 slide This 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 text This slide relates to material on pp. 303-305 of the text. Summary Overview This 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 slide This 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 text This slide relates to material on p. 306 and Figure 10-3 of the text. Summary Overview This 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 slide This slide can be used to introduce and briefly explain the various steps involved in the media planning process.
  • Relation to text This slide relates to material on pp. 313-314 of the text and Figure 10-14. Summary Overview Developing 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 slide This 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 text This material relates to material on pp. 314-316 and Figure 10-16 of the text. Summary Overview The 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 slide This 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 text This slide relates to material on pp. 321-322 and Figure 10-23 of the text. Summary Overview To 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 slide This slide can be used to discuss the various marketing factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively.
  • Relation to text This slide relates to material on pp. 321-322 and Figure 10-23 of the text. Summary Overview To 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 slide This slide can be used to discuss the various message factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively.
  • Relation to text This slide relates to material on pp. 321-322 and Figure 10-23 of the text. Summary Overview To 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 slide This slide can be used to discuss the various media factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively.
  • Relation to text This slide relates to material on pp. 324-326 of the text which discusses the relative cost of media. Summary Overview An 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 slide This 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 text This slide relates to material on pp. 324-326 of the text. Summary Overview An 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 slide This 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 text This slide relates to material on pp. 330-331 and Figure 10-30 of the text. Summary Overview This 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 slide This 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 text This slide relates to material on pp. 330-331 and Figure 10-30 of the text. Summary Overview This 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 slide This 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 text This slide relates to material on pp. 330-331 and Figure 10-30 of the text. Summary Overview This 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 slide This 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 text This slide relates to material on pp. 330-331 and Figure 10-30 of the text. Summary Overview This 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 slide This 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 text This slide relates to material on pp. 330-331 and Figure 10-30 of the text. Summary Overview This 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 slide This 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 text This slide relates to material on pp. 330-331 and Figure 10-30 of the text. Summary Overview This 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 slide This 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 text This slide relates to material on pp. 330-331 and Figure 10-30 of the text. Summary Overview This 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 slide This 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.

Media types Media types Presentation Transcript

  • Media Terminology Media Planning Media Objectives Media Strategy Media Broadcast Media A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media
  • Media Terminology © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Print Media Media Vehicle Reach Coverage Frequency Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period The potential audience that might receive the message through the vehicle Number of different audience members exposed at least once in a given time period The specific carrier within a medium category Publications such as newspapers, magazines, direct mail, outdoor, etc.
  • Developing the Media Plan Selecting Media Within Class Determining Media Strategy Selecting Broad Media Classes Setting Media Objectives Marketing Strategy Plan Situation Analysis Creative Strategy Plan Situation Analysis Selecting Media Within Class Selecting Broad Media Classes Determining Media Strategy Media Use Decision — Print Media Use Decision — Broadcast Media Use Decision — Other Media Setting Media Objectives Marketing Strategy Plan Creative Strategy Plan
  • Media Planning
    • Media Planning = Selection + Scheduling
    • Factors Influencing Media Planning Decisions
    • Target Market Profile
    • Looking at Brand/Product Dynamics
    • The Creative Execution
    • Budget Considerations and Media Deals
    • The Competitive Situation
    • Availability and Timing Considerations
    • Cost Efficiency (CPM = Cost per thousand (CPM): cost of reaching 1,000 members of target audience with media vehicle(s) or plan . )
  • Sample Flowchart of a Media Plan
  •  
  • Media Planning Difficulties Inconsistent Terms Lack of Information Measurement Problems Problems in Media Planning Measurement Problems Lack of Information Inconsistent Terms Time Pressure
  • Developing the Media Plan Analyze the Market Analyze the Market Evaluate Performance Implement Media Strategy Develop Media Strategy Establish Media Objectives Implement Media Strategy Develop Media Strategy Establish Media Objectives
  • Target Audience Coverage © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Population excluding target market Target market Media coverage Media overexposure Target Market Proportion Full Market Coverage Partial Market Coverage Coverage Exceeding Market
  • Three Scheduling Methods © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Continuity Pulsing Flighting
  • The Difference between Reach and Frequency
  • Marketing Factors Determining Frequency Purchase Cycles Share of Voice Brand History Usage Cycle Brand Share Brand Loyalty © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing Factors Target Group Brand History Share of Voice Purchase Cycles Brand Loyalty Brand Share Usage Cycle
  • Message Factors Determining Frequency Wearout Message Variation Image Versus Product Sell New Vs. Continuing Campaigns Message Uniqueness Message Complexity © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Message or Creative Factors Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units
  • Media Factors Determining Frequency Attentiveness Number of Media Used Editorial Environment Repeat Exposures Clutter © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media Factors Clutter Number of Media Used Repeat Exposures Editorial Environment Scheduling Attentiveness
  • Determining Relative Cost of Media-Print © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Cost per thousand (CPM) Cost of ad space (absolute cost) Circulation CPM = X 1,000
  • Determining Relative Cost of Media- Broadcast © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Cost per rating point (CPRP) CPRP = Cost of commercial time Program rating
  • Television Pros and Cons Short Message Life High Production Cost Low Selectivity High Absolute Cost Clutter Mass Coverage High Reach Impact of Sight, Sound and Motion High Prestige Low Cost Per Exposure Attention Getting Favorable Image High Production Cost High Absolute Cost Short Message Life Low Selectivity Favorable Image Attention Getting Low Cost Per Exposure High Prestige Impact of Sight, Sound and Motion High Reach Mass Coverage © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advantages Disadvantages
  • Radio Pros and Cons Clutter Fleeting Message Audio Only Low Attention Getting Local Coverage Low Cost High Frequency Flexible Low Production Cost Well-segmented Audience Low Attention Getting Clutter Audio Only Well-segmented Audience Low Production Cost Flexible High Frequency Low Cost Local Coverage © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advantages Disadvantages
  • Magazine Pros and Cons Visual Only Long Lead Time for Ad Placement Lack of Flexibility Segmentation Potential Quality Reproduction High Information Content Longevity Multiple Readers Visual Only Long Lead Time for Ad Placement Multiple Readers Longevity High Information Content Quality Reproduction Segmentation Potential © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advantages Disadvantages
  • Newspaper Pros and Cons Clutter Poor Reproduction Quality Short Life Low Attention Getting High Coverage Low Cost Short Lead Time for Placing Ads Ads Can Be Placed in Interest Sections Timely (Current Ads) Reader Controls Exposure Can Be Used for Coupons Selective Reader Exposure Poor Reproduction Quality Low Attention Getting Clutter Short Life Can Be Used for Coupons Reader Controls Exposure Timely (Current Ads) Ads Can Be Placed in Interest Sections Short Lead Time for Placing Ads Low Cost High Coverage © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advantages Disadvantages
  • Outdoor Pros and Cons Short Ads Local Restrictions Sort Exposure Time Poor Image Location Specific High Repetition Easily Noticed Poor Image Short Ads Sort Exposure Time Easily Noticed High Repetition Location Specific © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advantages Disadvantages
  • Direct Mail Pros and Cons Poor Image (Junk Mail) High Cost Per Contact Clutter High Selectivity Reader Controls Exposure High Information Content Repeat Exposure Opportunities Poor Image (Junk Mail) High Cost Per Contact Repeat Exposure Opportunities High Information Content Reader Controls Exposure High Selectivity © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advantages Disadvantages
  • Internet Pros and Cons Websnarl (Crowded Access) Few Valid Measurement Techniques Limited Creative Capabilities Technology Limitations Limited Reach User Selects Product Information User Attention and Involvement Interactive Relationship Direct Selling Potential Flexible Message Platform Few Valid Measurement Techniques Technology Limitations Websnarl (Crowded Access) Limited Creative Capabilities Flexible Message Platform Direct Selling Potential Interactive Relationship User Attention and Involvement User Selects Product Information © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advantages Disadvantages