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Media Planning Buying Spring 2010
 

Media Planning Buying Spring 2010

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Unabridged PowerPoint for Rowan University Graduate Media Planning and Buying Course

Unabridged PowerPoint for Rowan University Graduate Media Planning and Buying Course

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  • Relation to text This slide relates to material on pp. 283-286 of the text. Summary Overview This slide shows the basic components of a print advertisement. They are: Headline – words in the leading position of the ad, usually are read first Subheads – secondary to the main headline, larger than the body copy Body copy – main text portion of the ad, getting the target audience to read is difficult Visual elements – illustrations, drawings, and photos, used to attract attention and communicate ideas or images Layout – physical arrangement of the various components of the ad Use of this slide This slide can be used to discuss the components of a print ad. Once the creative approach, type of appeal, and execution style has been determined, attention turns to the design, implementation, and production of the actual advertisement. These components of a print ad must be arranged in creating the ad.
  • Relation to text This slide relates to the material on pp. 285-286 of the text. Summary Overview This slide shows the various components that are part of the layout of a print ad. These components include: Format – arrangements of the elements of the ad on the paper Size – expressed in columns, column inches or portions of a page (full, half, quarter) Color – black and white, two color, three color, four color White space – margins and intermediate space not used Use of this slide This slide can be used to introduce the elements of the print layout. The creative specialist works with these different elements in the design of a print ad. Layouts are often done in rough form and presented to the client so the advertiser can visualize what the ad will look like before giving preliminary approval.
  • Relation to text This slide relates to material on pp. 286-287 and Figure 9-3 of the text. Summary Overview An important musical element in both radio and television commercials is jingles which are catchy songs about a product or service that usually carry the advertising theme and a simple message. This slide shows the jingles selected by Advertising Age , the leading trade publication of the advertising industry, as the best of the past century. Use of this slide This slide can be used to discuss the use of jingles in radio and television as a persuasion technique. The jingle is an effective technique to persuasion as it can be very memorable and serves as a good reminder of the products attributes and benefits. Jingles are often created by companies that specialize in writing commercial music for advertising.
  • Relation to text This slide relates to material on pp. 289-290 and Figure 9-4 of the text. Summary Overview Once the storyboard or animatic of the commercial is approved, the next step is the production phase. This slide outlines the three stages of the production process: Preproduction – all work that must be done before the actual shooting of the commercial Production – filming or videotaping of the commercial Postproduction – activities that occur after the commercial is recorded such as editing, audio/video mixing and duplicating Use of this slide This slide can be used to introduce the production process of creating television commercials. The details of the activities at each stage are shown on subsequent slides.
  • Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text. Summary Overview This slide summarizes the various tasks to be completed in the preproduction phase of the overall production process. These tasks include: Selecting a director Choosing a production company Bidding process Cost estimation and timing Developing a production timetable Casting Set construction Use of slide This slide can be used to discuss the many tasks to be completed during the preproduction stage of the overall production process. It is important that these tasks be completed and approved by the client before production begins.
  • Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text. Summary Overview This slide summarizes the tasks to be completed in the production phase of the overall production process. These tasks are: Decision regarding where to shoot – location or set Timing of shoots – night, weekends Talent arrangements Use of this slide This slide can be used to discuss tasks to be completed during the production stage of the commercial development process.
  • Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text. Summary Overview This slide summarizes the tasks to be completed in the postproduction phase of the overall production process. These tasks include such activities as: editing, processing, sound effects, audio/video mixing, and duplicating. : Obtaining client approval of the final commercial Shipping and releasing Use of the slide This slide can be used to discuss tasks to be completed during the postproduction stage of the overall production process. These are the final activities to be completed prior to the release of the commercial.
  • Relation to text This slide relates to material on pp. 292-296 of the text. Summary Overview Advertisers use numerous criteria to evaluate the creative approach suggested by the ad agency. The basic criteria for evaluating creative approaches are listed on this slide. Some questions that are asked by the client to evaluate the creative approach are: Is the creative approach consistent with the brands marketing and advertising objectives? Must also be consistent with the brand image and positioning Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it is supposed to? Creative specialists can loose sight of what the advertising message is supposed to be. Is the creative approach appropriate for the target audience? The ad needs to appeal to, be understood by, and communicate effectively with the target audience. Does the creative approach communicate a clear and convincing message to the customer? While creativity is important, it is also important that the ad communicates information, attributes, or features . Does the creative execution keep from overwhelming the message? So much emphasis is placed on creative execution the sales message may be overshadowed Is the creative approach appropriate for the media environment in which it is likely to be seen? The ad should fit into the climate, editorial, or type of reader/viewer of the medium. Is the ad truthful and tasteful? The ultimate responsibility lies with the client . Use of slide This slide can be used to discuss some basic guidelines that can be used by personnel on both the agency and client side when reviewing, evaluating, and approving the advertising being proposed by the creative specialists.
  • 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. 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 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 the material on pp. 310-311 and Figures 10-10 and 10-11 of the text. Summary Overview Key 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 slide This 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 text This slide relates to material on pp. 311-312 and Figure 10-11 of the text Summary Overview This 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 slide This 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 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 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. 417-421 of the text. Summary Overview This slide summarizes the advantages and disadvantages of newspapers as an advertising medium. Advantages Extensive penetration – high degree of market coverage Flexibility – quick turnaround of running and producing the ads Geographic selectivity – nationally and locally Involvement, acceptance – consumers rely on newspapers for news, information, entertainment, and assistance in purchase decisions Services offered – copy writing, merchandising, market studies Disadvantages Poor reproduction quality – impacts the visual appeal of certain products (food, clothes) Short life span – readership lasts less than a day Lack of demographic selectivity – newspapers reach broad consumer groups Lack of psychographic selectivity – difficult to target specific types of customers based on lifestyle Clutter – on average 64% of a paper is devoted to advertising Potentially poor placement – ad may in a position where it does not get noticed or does not reach the right audience Competition – increasing competition from other media which provide news and information such as the Internet Use of this slide This slide can be used to discuss the advantages and disadvantages of newspapers. Newspapers have many characteristics that make them popular among both local and national advertisers. However, there are also limitations to newspapers as an advertising medium.
  • Relation to text This slide relates to material on p. 413-414 of the text which discusses newspapers. Summary Overview This slide shows the various classifications that can be used for newspapers. The classifications include: Publication frequency Daily – published daily and found in cities and larger towns Weekly – published weekly or every other week. Originate in small towns or suburbs and focus on events relevant to the local area Type National – have a national circulation such as USA Today Special-audience – published for particular groups Supplements – magazine type supplements that appear in the newspaper Size Standard – generally 22 inches deep and 13 inches wide and divided into six columns Tabloid – usually 14 inches deep and 11 inches wide Audience size Ethnic, religious Business, financial Use of slide This slide can be used to discuss various types and classification of newspapers as an advertising medium. Various newspapers will appeal to different advertisers depending upon the audience they are trying to reach.
  • Relation to text This slide relates to material on pp. 413-15 that discusses newspapers. Summary Overview This slide shows various characteristics of newspapers, which are the second major form of print media used by advertisers. As the slide shows, newspapers are the dominant advertising vehicle as they account for 22% of advertising revenue. There are nearly 1,500 daily newspapers in print and they are read by 60% of the adult population. Newspapers are also the main medium for most communities and most advertising dollars in papers is spent by local advertisers. Use of this slide This slide can be used to introduce newspapers and discuss the important role they play as an advertising medium.
  • Relation to text This slide relates to material on pp. 413-20 that discusses newspapers and their role as an advertising medium. Summary Overview This slide lists the unique features of newspapers as an advertising medium. These features are: They reach a mass audience They reach a cross section of population They provide local geographic coverage They have a wide range of content and subjects They provide selective readership by area They provide timely coverage, daily issues Readership of newspapers is concentrated in a short time They are a permanent, durable record of information Use of this slide This slide can be used to show the various characteristics of newspapers that make them a unique and popular advertising medium.
  • Relation to text This slide relates to material on p. 416 of the text that discusses types of newspaper advertising. Summary Overview This slide shows the various types of newspaper advertising. The ads appearing in newspapers can be classified in different categories which include: Display ads – found throughout the newspaper, can be local or national Classified ads – ads arranged under subheads according to the product, service, or offering being advertised Public notices – special ads regarding legal notices, organizations, etc. Printed inserts – do not appear in the paper itself, they are printed by the advertiser and taken to the newspaper to be inserted before delivery Use of this slide This slide can be used to show the various types of newspaper advertising and the ways newspapers are used by various advertisers.
  • Relation to text This slide relates to the material on pp. 417-20. Summary Overview The slide outlines the various characteristics of newspapers that are relevant to their use as an advertising medium. These characteristics include: Wide audience Read by almost all consumers Read daily in an ordered way Readers look at ¾ of all pages Offer flexibility Few limitations on ad size Spot and full color available Many shapes and sizes Use of this slide This slide can be used to show the various characteristics of newspapers that make them a unique and effective advertising medium.
  • Relation to text This slide relates to material on pp. 422-425 of the text that discusses newspaper advertising rates. Summary Overview This slide summarizes the number of options and pricing structures available when purchasing newspaper space. Some of the rates offered include national, flat, open, combination, color, preferred position, split runs, run-of-paper and others. Use of this slide This slide can be used to discuss the various options for purchasing newspaper ad space. The cost of advertising ad space depends not only on the newspaper’s circulation but also on factors such as premium charges for color or special sections. The purchase process and rates paid for newspaper space differ for general and local advertisers.
  • Relation to text This slide relates to material on p. 418 and Exhibit 12-20 of the text. Summary Overview This slide shows the various circulation zones offered by the Chicago Tribune newspaper. Local advertisers such as retailers are interested in geographic selectivity or flexibility within a specific market or trade area so they can concentrate their advertising on the areas where most of their customers are located. Use of this slide This slide can be used to show an example of how major newspapers use circulation zones to provide greater geographic flexibility to advertisers in their metropolitan areas.
  • Relation to text This slide relates to material on p. 419 and Exhibit 12-21 of the text. Summary Overview This slide shows a collateral piece from the media kit of the San Diego Union-Tribune newspaper promoting the various sections of the paper. Ads can be run in the various sections of the paper such as sports, business, and food to appeal to a particular customer group. For example, ads for automotive products generally run in the sports section of the paper which is read primarily by males. Use of this slide This slide can be used to show that newspapers have a variety of sections that can be used by advertisers to better target their customers. Many consumers purchase a newspaper because of the advertising it contains and placing ads in a particular section makes it easier for consumers to find them.
  • Relation to text This slide relates to material on p. 421 and Exhibit 12-23 of the text. Summary Overview This slide shows an example of an island ad used by the Cathay Pacific Airways. Island ads are surrounded by editorial material and are often found in the middle of the stock market quotes on the financial pages of many newspapers. One of the airline’s target audiences is business travelers so placing an island ad in the financial section of the paper is a good way to reach this market. Use of this slide This slide can be used to show an example of a creative technique used by newspapers to gain the attention of readers. Some advertisers use creative techniques such as island ads as a way to get noticed and break through the clutter.
  • Relation to text This slide relates to material on p. 421 and Exhibit 12-23 of the text. Summary Overview This slide shows an example of an island ad used by the Cathay Pacific Airways. Island ads are surrounded by editorial material and are often found in the middle of the stock market quotes on the financial pages of many newspapers. One of the airline’s target audiences is business travelers so placing an island ad in the financial section of the paper is a good way to reach this market. Use of this slide This slide can be used to show an example of a creative technique used by newspapers to gain the attention of readers. Some advertisers use creative techniques such as island ads as a way to get noticed and break through the clutter.
  • Relation to text This slide relates to material on p. 421 and Exhibit 12-23 of the text. Summary Overview This slide shows an example of an island ad used by the Cathay Pacific Airways. Island ads are surrounded by editorial material and are often found in the middle of the stock market quotes on the financial pages of many newspapers. One of the airline’s target audiences is business travelers so placing an island ad in the financial section of the paper is a good way to reach this market. Use of this slide This slide can be used to show an example of a creative technique used by newspapers to gain the attention of readers. Some advertisers use creative techniques such as island ads as a way to get noticed and break through the clutter.
  • Relation to text This slide relates to material on p. 416 and Exhibit 12-18 of the text. Summary Overview This slide shows an example of a large metropolitan newspaper, the San Diego Union Tribune , promoting its special insert services to advertisers. Many retailers use inserts such as circulars, catalogs, or brochures to shoppers in their particular trade areas. This collateral piece promote how these inserts can be targeted to specific zip codes. Use of this slide This slide can be used to show an example of the special insert services offered by many newspapers. Preprinted inserts can be an effective way for advertisers to reach readers of newspapers and to target their ads to specific markets in large metropolitan areas.
  • Relation to text This slide relates to material on p. 425 and Exhibit 12-25 of the text. Summary Overview This slide shows an ad promoting the three newspapers published by the Miami Herald in the south Florida market. It provides an example of a newspaper owning several papers and offering its advertisers a combination discount when buying space in each of its publications. Use of this slide This slide can be used to show an example of combination discounts. This discount is made available when the advertiser buys space in several newspapers owned by the publisher in a number of markets or in multiple newspapers affiliated with a syndicate or newspaper group.
  • Relation to text This slide relates to material on p. 414 and Exhibit 12-17 of the text that discusses special audience newspapers. Summary Overview This slide shows a copy of The Daily Collegian , the newspaper published by students at Penn State University, and is an example of a paper that is targeting college students. More than 1,300 colleges and universities publish newspapers that offer advertisers an excellent medium for reaching college students. Use of this slide This slide can be used to show an example of a special audience newspaper. College newspapers such as this are an excellent way to reach college students for both local and national advertisers.
  • 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 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.
  • 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 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 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. 395-403 of the text. Summary Overview Magazines have a number of advantages and disadvantages as an advertising medium. The advantages of magazines are: Selectivity Reproduction quality Creative flexibility Permanence Prestige Receptivity, involvement Services The disadvantages of magazines include: Costs Limited reach Limited frequency Long lead time Clutter Use of this slide This slide can be used to discuss the advantages and disadvantages of using magazines as an advertising medium. Despite the disadvantages of magazines, they have a considerable number of characteristics that make them an attractive medium for advertisers.
  • Relation to text This slide relates to material on pp. 398-399 of the text. Summary Overview This slide shows some of the special features and options that are available when advertising in magazines. Some magazines offer a variety of special options such as: Bleed pages – ad extends to the edge of the paper, no margins or white space Inserts – such as return cards, coupons, and other devices Pop-ups – three dimensional special ads that stand up when the page is opened Cover positions – special positions such as back, inside front, inside back Gatefolds – fold outs that give an extra large spread Island halves – half page ads surrounded on two sides or more by editorial matter Use of this slide This slide can be used to show the various special magazine options available to advertisers that can enhance the creative appeal of the ad and increase attention and readership.
  • Relation to text This slide relates to material on pp. 403-406 of the text. Summary Overview This slide shows a list of common magazine terms used in measuring circulation and readership. Media buyers evaluate magazines on the basis of their ability to deliver the advertiser’s message to as many people as possible in the target audience. To do this, they must consider the circulation of the publication as well as its total readership. The key circulation concepts include: Primary circulation – number of individuals who receive a publication through subscription or store purchase Guaranteed circulation – the number of copies of the magazines that the publisher expects to sell. If this figure is not reached advertisers may be given a partial refund Circulation verification – magazine circulations are audited by a verification service Pass-along readership – primary subscriber or purchaser gives a magazine to another person Controlled circulation – copies are sent (free) to individuals who influence purchases Total audience – primary circulation plus pass along readership Use of this slide This slide can be used to discuss the various magazine circulation concepts. Circulation and readership of a magazine are important to the media buyer in determining whether to use a magazine in the media plan. Both size and characteristics of the magazine audience are important to the media buyer.
  • Relation to text This slide relates to material on pp. 409-412 of the text that discusses the future of magazines. Summary Overview This ad shows a list of issues and trends that are affecting the future of the magazine industry. These include: Declining ad revenues – due to economic problems and declining readership Stronger editorial platforms – these type of magazines appeal to interests, lifestyles, and changing demographics and have attracted readers and advertisers Circulation management – important to increase or maintain circulation Cross-magazine and media deals – two or more publishers/media offering their magazines ad space as one package Database marketing – more segmentation and niche strategies are available Advances in technologies – allowing for personalized messages to tightly targeted audiences Electronic delivery – publications available online Use of this slide This slide can be used to discuss trends and developments affecting the magazine industry. Many of these issues relate to making magazine advertising more appealing to marketers.
  • Relation to text This slide relates to material on pp. 393-394 of the text. Summary Overview This slide shows a cover of Powder which is a magazine that targets the serious skier. This type of specialty magazine is of value to firms interested in reaching the specific market segment of serious skiers. The magazine’s editorial content also creates a very favorable advertising environment for skiing-related products and services. Use of this slide This slide can be used to show an example of a specialty magazine that is designed to reach a specific market segment. You might discuss how there are specialty magazines that reach nearly every type of interest or activity and provide a good way for marketers to reach these consumers.
  • Relation to text This slide relates to material on pp. 394-395 and Exhibit 12-3 of the text. Summary Overview This slide shows a cover of Beef which is a magazine read by many cattle ranchers and is an example of a farm publication. Farm publications range from general interest publications aimed at all types of farmers to those in specialized agricultural areas such as poultry farming or cattle raising. Use of this slide This slide can be used to show an example of a farm publication which is one of the major classifications of magazines by SRDS. These publications reach nearly every type of farming or agricultural interest.
  • Relation to text This slide relates to material on p. 395 and Exhibit 12-1 of the text. Summary Overview This slide shows examples of magazines that are targeted toward specific businesses and industries as well as toward individuals engaged in various professions. Business publications are important to marketers because they provide an efficient way of reaching the specific types of individuals who constitute their target market. Use of this slide This slide can be used to show the various types of business magazines available to advertisers wanting to reach specific types of professionals with particular interests. These types of magazines are very important to business-to-business marketers.
  • Relation to text This slide relates to material on pp.393-395 and Figure 12-1 of the text. Summary Overview This slide shows the top ten magazines in terms of subscriptions and single-copy sales. All of these are consumer magazines that are purchased by the general public for information and/or entertainment. Consumer magazines represent the major portion of the magazine industry accounting for nearly two-thirds of all advertising dollars spent in magazines. Use of this slide This slide can be used to discuss the top magazines sold in the U.S. Most of them are consumer magazines with mass audience appeal and are thus very popular among advertisers of consumer products and services.
  • Relation to text This slide relates to material on pp. 395-96 and p. 406 Summary Overview This slide shows a page from the media kit for Snowboarding magazine that contains the demographic profile of the magazine’s readers. As can be seen in this slide, the readers of Snowboarding are young males as the median age is 18.6 and 92 percent of the readers are males. The demographic profile also provides information on the type of snowboard, boots and bindings the magazines readers prefer along with other sporting activities they engage in and computer ownership and Internet usage. Use of this slide This slide can be used as an example of the type of information provided by magazines in a media kit. Magazines provide prospective advertisers with media kits that contain information about the magazine such as editorial content, advertising rates, special issues, closing dates and mechanical requirements for ads as well as information about the publication’s readers. This information can be used by media planners and buyers in evaluating the magazine in terms of how well it reaches their target audience and in deciding whether they want to advertise in a specific issue.
  • Relation to text This slide relates to material on p. 396 and Exhibit 12-5 of the text. Summary Overview This slide shows the various city magazines published in major American cities. These magazines have experienced tremendous growth as advertisers are able to focus on specific local markets that may be of interest to them. These publications also have a readership profile that appeals to marketers of upscale brands: high income, college educated, loyal, and influential in their communities. Use of this slide This slide can be used to discuss the geographical selectivity of magazines. The city and other regional magazines make it possible for advertisers to effectively target consumers in particular geographic areas. The city magazines are also part of a network that makes it possible for advertisers to purchase an ad in all of these magazines with one contract.
  • Relation to text This slide relates to material on pp. 396-398 and Exhibit 12-6 of the text. Summary Overview Another way to achieve geographical selectivity in magazines is through purchasing ad space in specific geographic editions of national and regional magazines. This slide shows the geographic editions of Newsweek magazine. A national publication like Newsweek breaks the United States into various geographical areas and offers regional editions for each. They also offer the choice of editions directed to the top 40, 20, or 10 metropolitan areas. Use of this slide This slide can be used to discuss the concept of geographic selectivity and show the geographic editions of a national magazine like Newsweek National advertisers can use the geographic editions to focus their advertising on areas with the greatest potential or those needing more promotional support.
  • Relation to text This slide relates to material on p. 400 and Figure 12-2 of the text. Summary Overview This slide contains a graph from the Study of Media Involvement showing that magazines are the medium turned to most by consumers for knowledge, information, and usable ideas. The study concluded that 95% of US adults cite magazines as their premier source of insight and ideas. The study also found this to be true when consumers seeking information about specific topics and areas of interest ranging from automobiles to fashion to personal finance. Use of this slide This slide can be used to show that magazines have a high rate of consumer receptivity. Magazines are generally purchased because the information they contain interests the reader and the ads provide additional information that may be of value in making a purchase decision.
  • Relation to text This slide relates to material on p. 400 and Figure 12-2 of the text. Summary Overview This slide contains a chart from the Study of Media Involvement showing that magazines are the medium turned to most by consumers for knowledge, information, and usable ideas. The study found that magazines are used frequently when consumers seek information about specific products and services such as automobiles, fashion items, personal finances, travel, fitness, and computers. Use of this slide This slide can be used to show that magazines have a high rate of consumer receptivity. Magazines are generally purchased because the information they contain interests the reader, and ads provide additional information that may be of value in making a purchase decision.
  • Relation to text This slide relates to material on p. 399 and Exhibit 12-7 of the text. Summary Overview This slide is an example of a pop-up ad in a magazine. Nabisco used a pop-up ad to get the attention of trade magazine readers to promote its Reduced Fat cracker and cookie products. Use of this slide This slide can be used to show an example of a pop-up ad that was used in a trade magazine. Pop-ads are used to gain attention although some magazines limit their use because they distract readers and may draw attention away from other ads in the magazine.
  • Relation to text This slide relates to material on p. 399 and Exhibit 12-8 of the text. Summary Overview This slide shows examples of quarter page ads that were used by WD-40, an all purpose lubrication product. The quarter-page ads were run on consecutive pages within the same magazines with each ad mentioning different uses of the product. This strategy gives the company greater impact for its media dollars and is helpful in promoting the product’s variety of uses. Use of this slide This slide can be used to show an example of a creative space buy in a magazine. Some magazines let their advertisers buy space in certain combinations to increase the impact of their media budgets.
  • Relation to text This slide relates to material on pp. 406-408 that discusses audience information for magazines. Summary Overview This transparency shows a trade ad for SRDS Media Solutions. Formerly known as Standard Rate and Data Service, SRDS is the leading provider of media rates and data for magazines, television, direct marketing and radio as well as alternative media such as online and out-of-home media. This trade ad promotes the company’s Business Publication Advertising Source, which provides complete planning information for domestic, international and healthcare trade publications including standardized ad rates, dates contact information and links to online media kits, Web sites and audit statements. It also notes SRDS’s Consumer Magazine Advertising Source which provides this information for domestic and consumer magazines. Use of this slide This ad can be used to discuss sources of information and audience research for magazines. SRDS is a very valuable source of information for media planners when they need information about consumer and/or business publications. Many advertising agencies subscribe to SRDS Media Solutions.
  • Relation to text This slide relates to material in IMC Perspective 12-1 and on pp. 406-408 which discusses sources of audience information. Summary Overview This slide shows a page from the media kit of TransWorld’s STANCE magazine and describes various sections that will appear in each issue. The descriptions of the various sections provide media planners and buyers with insight into the magazine’s editorial content and the types of advertising environment that will be available to marketers who advertise in the publication. Use of this slide This slide can be used to show the types of information provided in a media kit as well the way publishers promote their magazines to potential advertisers. Media buyers will find this information useful and may want to request that ads for their clients’ products and services appear in or near a certain section of the magazine.
  • Relation to text This slide relates to material on p. 409 of the text. Summary Overview This slide shows a collateral piece from the media kit for Fast Company magazine. Fast Company is a new type of business magazine that has been successful by developing an editorial platform that provides readers with information and ideas for succeeding in the modern workplace. Fast Company is an example of the trend toward magazines with editorial content that appeals to the interests, lifestyles, and changing demographics of consumers, as well as developments in the business world. Use of this slide This slide can be used to show an example of a new type of magazine that has been successful because of its editorial platform. Fast Company has become popular among the new generation of business people by appealing to the personal side of work and giving readers tools and ideas that will help them succeed in the modern business world.
  • Relation to text This slide relates to material on p. 412 and Exhibit 12-15 of the text. Summary Overview This slide shows an example of the trend towards online versions of popular magazines. BusinessWeek magazine is now available online and can offer the many advantages of the Internet to publishers and subscribers. Online publications also provide advertisers with the opportunity for sponsorships, banner ads, and other promotions. Use of this slide This slide can be used to discuss online versions of magazines. Although they provide some unique opportunity for advertisers, it remains to be seen whether people will want their magazines delivered online or prefer to read them in a more traditional form.

Media Planning Buying Spring 2010 Media Planning Buying Spring 2010 Presentation Transcript

  • Media Planning and Buying
    • M. Larry Litwin, APR, Fellow PRSA
    • [Portions from Advertising Principles & Practices by Wells ]
  • Taken from…
  • Advertising Principles & Practices
    • William Wells
    • John Burnett
    • Sandra Moriarty
  • Portions t aken from…
    • You enter to learn
    • You leave to serve
  •  
  • PR Is...
    • “ This is who we are;
    • What we think about ourselves;
    • What we want to do; and
    • Why we deserve your support.”
  • Five Major Media
    • Print
    • Broadcast
    • Internet
    • Face-to-Face
    • Special Events
  • Defining Modern Advertising
    • Paid persuasive communication
    • Uses non personal mass media to reach broad audiences
    • Connects an identified sponsor with a target audience
  • Six Basic Components
    • Paid
    • Non-personal communication
    • Sponsor is identified
    • Using mass media
    • Tries to persuade or influence
    • Reaches large audience
  • Advertising Defined
    • Paid, non-personal communication from an identified sponsor, using mass media to persuade or influence an audience.
  • Public Relations 101
    • Management and counseling function
    • Enables organizations to build and maintain relationships
    • Through an understanding of audience attitudes, opinions and values
    • Planned , deliberate and two-way
    • Conscience of organization
    • Overseer of brand/ reputation
    • Relationship management
  • Advertising 101
    • Paid
    • Non-personal communication
    • From identified sponsor
    • Using mass media
    • To persuade or influence
    • Audience
    • (Paid – Controlled)
  • Marketing 101
    • Determine what people need (and want) and give it to them.
  • Marketing
    • The exchange of goods and services from manufacturer to consumer.
    • Strategies that employ the various elements of the marketing mix to achieve marketing objectives.
  • Marketing Mix – IMC
    • A plan that identifies the most effective combination of promotional activities (IMC).
    • The goal is to achieve synergy.
  • Media Mix Selection
    • Using a variety of media to get your message out to customers
    • Media selection is based on message needs
  • Synergy’s Parts
    • Advertising
    • (Sales) Promotion *
    • Public Relations *
    • Direct Marketing
    • Cause Marketing
    • Sponsorship (Partnering) Marketing
    • Positioning ( Place ) *
    • Personal Selling *
    • Price *
    • Product itself*
    • Packaging *
    • Policy *
    • Politics *
    • Mind Share
    • (Brainstorming –
    • Intellectual Property)
    • Brand Identity
    • Interactive
    • * Litwin’s 9 P’s of Marketing
  •  
  • MAC Triad Plus cont.
    • Informization
      • Disseminating information ( message ) to target audience through the proper channel at the best possible time .
  • Advertising is Synergy
  • Execution
    • Effective ads adhere to the highest production values in the industry
    • Clients demand the best production the budget allows
  • The Functions of Marketing
    • Builds awareness of products and brands
    • Creates a brand image
    • Provides product and brand information
    • Persuades people
    • Provides incentives to take action
    • Provides brand reminders
    • Reinforces past purchases and brand experiences
  • Full-Service Agency
    • Major Functions
    • Account Management
    • Creative Services
    • Research
    • Media Planning and Buying
  • Federal Trade Commission
  • 11 Types of Advertising
    • Brand
    • Retail or Local
    • Directory
    • Direct-Response
    • Business-to-Business
    • Corporate
    • Institutional (Product)
    • Recruitment
    • Political
    • Issue (Advocacy)
    • Public Service (Charity/Non-profit)
  • 26 Advertising Mechanisms or Techniques
    • Co-op
    • Per Inquiry
    • Tie-in
    • Piggyback
    • Competitor
    • Product Placement
    • Product Integration
    • Silent Publicity
    • Advertorial
    • Infomercial
    • Endorsement
    • Testimonial
    • Informational
  • 26 Advertising Mechanisms or Techniques (more)
    • Partnering
    • Cause-Related Marketing
    • Co-authoring
    • Co-branding
    • Interactive
    • Scent/Aroma Marketing
    • Virtual
    • Specialty
    • Street Marketing
    • Viral Marketing (Word of Mouth)
    • E-viral Marketing (Word of Mouse)
    • Promotainment
    • House (Promo)
  • What Makes an Ad Effective?
    • Gets your attention
    • Delivers the message
    • Creates an impression for a product or brand
    • Influences people to respond
    • Separates the product or brand from the competition
  • Key Players
    • Advertiser
    • Agency
    • Media
    • Supplier/Vendor
    • Target Audiences
  • Why Hire an Agency?
    • Hiring an agency can result in
    • several benefits:
    • Offer objective advice
    • Draw on the collective experience and training of its staff
    • Provide people and management skills to accomplish advertising objectives
    • Provide supportive environment for professional advice
  • The Aperture Concept
    • The goal of the media planner is to expose the target audience to the message at the critical point when the consumer is receptive to the brand message.
  • Aperture Concept in Media Planning
  • The Media Plan
    • A written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages.
  • The Media Planning Process
  • Creative Brief
  • The Central Role of Media Research
  • Media Objectives
    • Exposure
    • Gross Ratings Points
    • Reach
    • Frequency
      • Average frequency
      • Frequency distribution
      • Effective frequency
  • Media Strategies
    • Strategies are designed to deliver on the media objectives, to deliver the right level of exposure in terms of reach and frequency
    • [Superior tactics cannot overcome a bad (business) strategy ]
  • Target Audience Strategies
    • Media use
    • Geography
    • Consumption patterns
  • Changes In Consumer Media Use (2001-2003)
  • WF of R: Buying Space and Time
  • Consumer Attitudes and Advertising Spending Figure 11.5
  • Cost Efficiency Cost of message unit Gross Impressions x 1,000 Cost per thousand (CPM) Cost of message unit Program or issue rating Cost per point (CPP)
  • Scheduling Strategies
    • Timing strategies
      • Duration: How long
      • Continuity: How often
    The Continuity Strategies of Pulsing and Flighting
  • Media Buying
    • Buying is a complicated process
    • The American Association of Advertising Agencies (AAAA) lists no fewer than 21 elements in the authorization for a media buy
  • Six Major Functions of a Media Buyer
  • Media Planning Changes and Challenges
    • Unbundling media buying and planning
    • Online media buying
    • New forms of media research needed
  • How Media Planning Fits in the Advertising Process
    • Media planners have two main roles:
      • Analyzing the market, and
      • Evaluating media channel effectiveness.
    • Media planning is the process of determining how to use time and space to achieve marketing objectives.
    • One of these objectives is always to place the advertising message before a target audience using some type of media .
  • The Media Planning Process
  • Sources of Information in Media Planning
  • Setting Media Objectives Whom to Advertise To Which Geographic Areas to Cover When to Advertise What the Duration of the Campaign Should Be What the Size or Length of the Ad Should Be The Basic Goals That Direct Media Strategy Typically Focus on :
  • Finding Target Audiences and Sales Geography
    • Two major challenges face media planners searching for target audiences:
      • Discrepancies between the language of internal strategic research, and
      • Lack of reliable audience research for new media for advertising and sales promotion.
    • Sales geography is an important part of many advertising plans:
      • Sales are rarely consistent across geographic boundaries.
      • Affects which markets to advertise in and how much money to allocate to each geographic region.
  • Timing and Duration
    • Media planners might have to juggle a number of variables to make correct timing decisions:
      • How often is product bought?
      • Whether it is used more in some months than in others?
      • Timing decisions relate to factors such as seasonality, holidays, days of the week, and time of day.
    • Duration (how long to advertise) depends on:
      • Schedule and advertising budget,
      • Consumer use cycle, and
      • Competitive strategies.
  • Developing Media Strategies Target Market Strategies: New Technology of Measurement
    • Cash register scanners
    • List of customers and their
    • various characteristics, stored
    • electronically.
    • Determining the precise impact
    • of the media plan on product
    • sales.
    • Who’s online and which sites
    • they are visiting may be
    • determined by number of hits,
    • unique visitors, visitors, or page
    • impressions.
    Retail Scanners Database Developments Marketing Mix Modeling Internet Audience Measurement Problems
  • Geographic Strategies: Allocating Media Weight
    • Try to balance sales with advertising investment market by market.
    • Can help local business fight the power of national corporations by saturating community with advertising from local companies.
    • Planner’s ideal advertising allocation provides enough budget to meet each area’s sales objectives.
  • Timing and Duration Strategies Campaign Time Continuity Option $ Spent
  • Media Selection Procedures Reach Number of Different People Exposed to the Message Frequency Degree of Exposure Repetition Cost Per Thousand Efficiency of Selected Vehicles Factors to Consider When Selecting Advertising Media
  • Audience Measures Used in Media Planning Gross Impressions Audiences of All Media Vehicles Used in a Time Spot Impressions Measure of the Size of the Audience Gross Values Number of People Viewing Gross Rating Point Divide the Total Number of Impressions by Size of Target Population and Multiply by 100. Rating Percentage of Exposure
  • Reach, Frequency and Media Planning Reach % of the Target Population Exposed At Least Once to the Advertising Message During a Specific Time Frame. Frequency Number of Times the Target Population Is Exposed to the Advertising Message During a Specific Time Frame. Methods Include: Average Frequency Frequency Distribution
  • Combining Reach and Frequency Goals
    • Reach of an audience is not sufficient measure of an advertising’s schedule’s strength.
    • For anyone to be considered part of the reached audience, he or she must have been exposed more than once .
    • This theory combines reach and frequency elements into one factor known as effective frequency .
  • How to Calculate CPMs
    • Magazines . An issue of You magazine has 10,460,000 readers who could be considered a target audience. The advertising unit is a four-color page and its rate is $42,000. The CPM is:
    • CPM = Cost of page or fractional page unit x 1,000
    • Target audience readers
    • = $42,000 x 1,000 = $4.02
    • 10,460,000
    • Media planners try to select the media that will expose the largest target audience for the lowest possible cost.
  • Media Buyers’ Special Skills
    • Negotiation: Art of a Buyer
      • Vehicle Performance
      • Unit Costs
      • Preferred Positions
      • Extra Support Offers
    • Maintaining Plan Performance
      • Monitoring Audience Research
      • Scheduling and Technical Problems
        • Program Preemptions
        • Missed Closings
        • Technical problems
  • Staging a Media Plan A Media Plan is a Written Document that Summarizes the Recommended Objectives, Strategies, and Tactics Pertinent to the Placement of a Company’s Advertising Messages. Background and Situation Analysis Discusses Media Options, Opportunities and Target Audience. Strategy: Selection of Media Explains Why a Single Medium or Set of Media is Appropriate. Flow Chart Scheduling & Budgeting Media Buyers Convert Objectives and Select, Negotiate, & Contract for Media Space. Media Objectives & Aperture Opportunities Goal or Task that Media Can Accomplish Based on Aperture Opportunities.
  • A Sample Media Plan for Pizza Hut
  • A Sample Media Plan for Pizza Hut
    • Situation and Consumer Analysis
    • Media Objectives and Aperture Strategies
    • The Media Mix
    • The Flowchart: Scheduling and Budgeting Allocation
  • A Sample Media Plan for Pizza Hut Pizza Hut Media Plan
  • A Sample Media Plan for Pizza Hut Pizza Hut TV and Internet Media Strategies
  • A Sample Media Plan for Pizza Hut Pizza Hut Media-Planning Template
  • Print Ad Components Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Layout: How Elements Are Blended Into a Finished Ad Visual Elements: Illustrations Such As Drawings or Photos Body Copy: The Main Text Portion of a Print Ad Subheads: Smaller Than the Headline, Larger Than the Copy Visual Elements: Illustrations Such As Drawings or Photos Body Copy: The Main Text Portion of a Print Ad Subheads: Smaller Than the Headline, Larger Than the Copy
  • Print Ad Layout © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Format Arrangement of the Elements on the Printed Page Size Expressed in Columns, Column Inches or Portions of a Page Color Black & White or Two-, Three-, or Four-color Printing White Space Marginal and Intermediate Space That Remains Unprinted Format Arrangement of the Elements on the Printed Page Color Black & White or Two-, Three-, or Four-color Printing Size Expressed in Columns, Column Inches or Portions of a Page
  • Top 10 Jingles of the Century © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1. McDonald’s You deserve a break today 2. U.S. Army Be all that you can be 3. Pepsi Cola Pepsi Cola Hits the Spot 4. Campbell’s Soup M’m, Good M’m Good 5. Chevrolet See the USA in your Chevrolet 6. Oscar Mayer I wish I was an Oscar Mayer Wiener 7. Wrigley’s gum Double your pleasure, double your fun 8. Winston Winston tastes good like a cigarette should 9. Coca-Cola It’s the real thing 10. Brylcreem Brylcreem—A little dab’ll do ya Company Jingle
  • Production Stages for TV Commercials © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Production Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Preproduction All work before actual shooting, recording
  • Pre-production Tasks Production Timetable Cost Estimation and Timing Bidding Choose Production Company Select a Director © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Preproduction Select a Director Cost Estimation and Timing Choose Production Company Bidding Preproduction Meeting Production Timetable
  • Production Tasks Night/weekend Shoots Location Versus Set Shoots © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Production Location Versus Set Shoots Night/weekend Shoots Talent Arrangements
  • Post-production Tasks Duplicating Client/agency Approval Opticals Audio/Video Mixing Sound Effects Processing Editing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Postproduction Editing Processing Sound Effects Audio/Video Mixing Opticals Client/agency Approval Duplicating Release/ Shipping
  • Evaluation Guidelines for Creative Output Consistent With Brand’s Marketing Objectives? Consistent With Brand’s Advertising Objectives? Consistent With Creative Strategy, Objectives? Does It Communicate What It’s Suppose to? Approach Appropriate to Target Audience? Communicate Clear, Convincing Message? Does Execution Overwhelm the Message? Appropriate to the Media Environment? Consistent With Brand’s Marketing Objectives? Consistent With Brand’s Advertising Objectives? Consistent With Creative Strategy, Objectives? Does It Communicate What It’s Suppose to? Approach Appropriate to Target Audience? Communicate Clear, Convincing Message? Does Execution Overwhelm the Message? Appropriate to the Media Environment? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Is the Advertisement Truthful and Tasteful?
  • Media Terminology © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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.
  • The Media Plan
    • A written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages.
  • Developing the Media Plan Analyze the Market Analyze the Market © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Evaluate Performance Implement Media Strategy Develop Media Strategy Establish Media Objectives Implement Media Strategy Develop Media Strategy Establish Media Objectives
  • Creative Brief
  • Developing the Media Plan Selecting Media Within Class Determining Media Strategy Selecting Broad Media Classes © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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
  • Brand and Category Analysis © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Brand Development Index Percentage of brand to total U.S. sales in market Percentage of total U.S. population in market BDI = X 100
  • Brand and Category Analysis © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Category Development Index Percentage of total product category sales in market Percentage of total U.S. population in market CDI = X 100
  • 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
  • Insertion Order #1
  • Insertion Order #2
  • Insertion Order #3
  • 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
  • Newspaper Advantages and Drawbacks They Have a Short Life Span Production Quality May Be Low They Have a Short Life Span Production Quality May Be Low © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Not Psychographically Selective Not Demographically Selective There's Heavy Ad Competition Extensive Penetration Flexibility Geographic Selectivity Involvement, Acceptance Services Offered Potentially Poor Placement Advantages Disadvantages May Be Overlapping Circulation Not Psychographically Selective Not Demographically Selective There's Heavy Ad Competition Extensive Penetration Flexibility Geographic Selectivity Involvement, Acceptance Services Offered Potentially Poor Placement
  • Newspaper Classifications Ethnic, Religious, Etc. Daily National
      • Special-Audience
    Standard Publication Frequency Type Size © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Audience Type Ethnic, Religious, Etc. Daily Weekly Standard Tabloid Business, Financial, Etc.
      • Special-Audience
    National Supplements Tabloid Size Supplements Type Weekly Publication Frequency
  • Characteristics of Newspapers The Dominant Advertising Vehicle The Dominant Advertising Vehicle © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Local Ads Provide Most of Revenue Main Community Medium Dailies Read by About 60% of adults Over 1,500 Daily Papers in Print Account for 22% of Ad Dollars Main Community Medium Dailies Read by About 60% of adults Over 1,500 Daily Papers in Print Account for 22% of Ad Dollars
  • Unique Newspaper Features Mass audience Readership concentrated in time Timely coverage, daily issues Selective readership by area Wide range of content, subjects Local geographic coverage Cross-section of population Mass audience © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Cross-section of population Wide range of content, subjects Timely coverage, daily issues Permanent, durable record Local geographic coverage Selective readership by area Readership concentrated in time
  • Newspaper Advertising Rates Based on Size, Duration Notices by People, Organizations Legal Notices - Public Reports Small Items Arranged by Topic General (Often National) Local (Mostly Retail) © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Display Ads Classified Ads Public Notices Printed Inserts Rates Based on Size, Duration General (Often National) Local (Mostly Retail) Paid Reading Notices (Editorial Look) Small Items Arranged by Topic Classified Display - Combination Notices by People, Organizations Legal Notices - Public Reports Financial Reports Prepared Separately by Advertisers Financial Reports Public Notices Classified Display - Combination Classified Ads Paid Reading Notices (Editorial Look) Display Ads
  • Newspaper Characteristics Readers Look at Over 3/4 of All Pages
      • Spot and Full Color Available
      • Few Limitations on Ad Size
    Read Daily in an Ordered Way Read by Almost All Consumers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Wide Audience Offer Flexibility Readers Look at Over 3/4 of All Pages Many Shapes, Sizes, Paper, & Printing
      • Few Limitations on Ad Size
    Read by Almost All Consumers Read Daily in an Ordered Way
      • Spot and Full Color Available
  • Rate Terminology Terms of the Trade Local Rates Local Rates National Rates National Rates © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Flat Rates Flat Rates Open Rates Open Rates Combination Rates Combination Rates Color Rates Color Rates Preferred Position Preferred Position Split Runs Split Runs Earned Rates Earned Rates Short Rates Short Rates Run-of-Paper [ROP] Run-of-Paper [ROP] Insertion Rates Insertion Rates Differential Rates Differential Rates Split Run Rates
  • Coverage Map – Major Radio Station
  • Circulation Zones for a Major Newspaper © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • A Newspaper Promotes Its Various Sections © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Island Ads Break Through Clutter © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Popper/Dot Whack/Sticky Note © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Popper/Dot Whack/Sticky Note © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Popper/Dot Whack/Sticky Note
  • Popper/Dot Whack/Sticky Note
  • Popper/Dot Whack/Sticky Note
  • Popper/Dot Whack/Sticky Note
  • Inserts (FSIs) Help Marketers Reach Consumers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Some Newspapers Offer Combination Rates © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • College Newspapers Are an Effective Way to Reach Students © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 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
  • Internet Pros and Cons Web snarl (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 Web snarl (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
  • 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
  • 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
  • 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
  • Magazine Pros and Cons Limited Reach Long Lead Time Costs Limited Frequency Clutter Selectivity Reproduction Quality Creative Flexibility Permanence Prestige Receptivity, Involvement Services Long Lead Time Limited Frequency Limited Reach Costs Services Receptivity, Involvement Prestige Permanence Creative Flexibility Reproduction Quality Selectivity © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advantages Disadvantages
  • Special Magazine Features Pop-Ups Gate Folds Cover Positions Inserts Bleed Pages © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Pop-Ups Bleed Pages Cover Positions Inserts Island Halves Gate Folds
  • Magazine Circulation Concepts Controlled Circulation Pass-Along Readership Circulation Verification Guaranteed Circulation Primary Circulation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Primary Circulation Pass-Along Readership Guaranteed Circulation Circulation Verification Total Audience Controlled Circulation
  • The Future of Magazines Database Marketing Advances in Technology Cross-Magazine and Media Deals Circulation Management Stronger Editorial Platforms Declining Ad Revenues © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Database Marketing Advances in Technology Cross-Magazine and Media Deals Circulation Management Stronger Editorial Platforms Declining Ad Revenues Electronic Delivery Methods Trends, Trends, Trends…
  • Consumer Magazines Target Specific Interests © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • An Example of a Farm Publication © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Magazines Target Professions or Industries © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Top-Selling Magazines: 2002 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Media Kits Provide Information on Readers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • City Magazines Provide Geographic Targeting © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Newsweek Offers Various Geographic Editions © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Use of Various Media for Insight and Ideas © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Consumers Rely on Magazines for Information © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Pop-Ups Grab Attention © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Quarter Page Ads Can Extend a Media Budget © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Media Research Guides Advertisers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +
  • Media Kits Provide Advertisers With Information © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • A New Breed of Business Publication © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Magazines Go Online © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Questions ???
    • M. Larry Litwin, APR, Fellow PRSA [email_address] www.larrylitwin.com
    • © 2009