Media edi


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Brief Idea about arms of mass media and their salient points

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  • Local and regional television is excellent for local and regional companies. National brands can advertise on these stations through purchasing spot TV space. About 75% of national time slots are sold during sweeps week. By selecting local channels to supplement the national time, companies can generate higher GRPs at a lower cost. Effective television advertising requires matching the product target audience with a shows viewing audience. Television can reach larger audiences at a lower cost per contact. Cable channels provide opportunities to segment audiences based on interests.
  • Developing logical combinations of media takes planning. It starts by deciding the scale of the media market – local, regional, national, or global. Next comes an understanding of the market characteristics – demographics, geographic location, psychographic profile, and media habits. From this information decisions can be made about which media is the best – TV, radio, outdoor, newspaper, magazines, direct mail. Last, comes the content.
  • This graph provides an illustration of the multiple media used by Coca-Cola. Television accounts for 63.4% of their media buys, the vast majority. But, Coca-Cola also spends on radio, outdoor, the Internet, magazines, and newspapers.
  • Media edi

    1. 1. TraditionalMedia Channels 8-1
    2. 2. Media StrategyThe process of analyzing andchoosing media for an advertisingand promotional campaign tomaximise the “reach” and “impact”among the TG. 8-2
    3. 3. People Involved in Media SelectionMedia Buyer Media Planner AccountCreative Executive Client 8-3
    4. 4. People Involved in Media Selection Media Planner • Formulates media program • Conducts research on audience characteristics • Matches media with target market characteristics 8-4
    5. 5. People Involved in Media Selection Media Buyer • Works closely with media planner • Purchases media time and space  Agency size not related to media price, quality  Culture and experience important 8-5
    6. 6. Traditional Media Selection • Broadcast media  Television  Radio • Outdoor • Print media  Magazines  Newspapers 8-6
    7. 7. Television Advantages Disadvantages• High reach • Clutter• High frequency • Channel surfing potential during• Low cost per contact commercials• Creative • Short amount of opportunities copy• High intrusion value • High cost per ad• Segmentation • Low recall due to possibilities clutter 8-7
    8. 8. Nielsen Ratings• Measure TV audience• Determines ad rates• Nielsen rating – number of households tuned into a program• Share – number of households with TV on watching a particular program. 8-8
    9. 9. TelevisionadsLocal/Regional TV• Excellent for local and regional companies• National brands – spot TV ads• Can generate higher GRPs at lower costs 8-9
    10. 10. Radio Advantages Disadvantages• Low cost per spot • Short exposure• Low production cost time• Use of music • Low attention• High segmentation • Poor national potential audience capability• Flexibility in making • Target duplication new ads in many areas• Ability to modify ads quickly and locally• DJ intimacy• Mobility 8-10
    11. 11. Outdoor Advantages Disadvantages• Large ads • Legal limitations• Select geographic • Short-exposure areas time• Accessible for • Brief message local ads • Limited• Low cost per segmentation impression • Cluttered travel• Broad reach routes• High frequency 8-11
    12. 12. Magazines Advantages Disadvantages• High segmentation • Long lead time• High color quality • Little flexibility• Long life • High cost• Direct response • Clutter techniques • Declining• Read during readership leisure• Longer attention to ads 8-12
    13. 13. Newspapers Advantages Disadvantages• Priority to local ads • Clutter• Coupons and • Short time span special response • Poor quality ads reproduction• High credibility • Limited audience• Strong audience • Poor national interest buying• Longer copy procedures• High flexibility• Cumulative volume discounts 8-13
    14. 14. Developing Logical Combinations of Media 8-14
    15. 15. U.S. Advertising Expenditures by Media for Coca-Cola
    16. 16. B-to-B Advertising• Shift in media buys  Approximately half of all b-to-b ad spends are in non-business environments• Reasons for shift  Business decision makers are consumers.  Business decision makers are difficult to reach at work.  Clutter among business outlets. 8-16
    17. 17. B-to-B Advertising• Television – 25.4%• Radio – 6.7%• Outdoor – 3.0%• Magazines  Business publications – 26.0%  Consumer magazines – 11.5%• Newspapers – 18%• Internet – 9.6% 8-17