Evaluate Media Options

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Evaluate Media Options

  1. 1. Evaluate Media Options – NSWTADV403ATelevisionTelevision allows the advertiser to reach a mass market directly into their home with a 15, 30 or 60second audio visual message that conveys emotion and delivers a call to action in a mannerunsurpassed by other mediums.The finite analysis of broadcast television facilitates precision targeting of advertisingcommunication via media buy (placements) based on TARPs.Advertising on television requires a large production budget to produce content of a technical andcreative standard adequate for the medium. Television media spots are also very expensive to book(purchase).Television advertising is effective for launching a new product (using a “roadblock”, for example), orfor maintaining and increasing consumer awareness of a brand, service or product. One categoryparticularly adept at TV advertising is FMCG, where a connection needs to develop between theconsumer and the brand/product to influence their (immediate) next purchase and differentiate theproduct from the variety of seemingly identical competitors on the supermarket shelf. For example,cereal brands, like Kellogg’s Special K. It effectively employs television advertising to give its genericproduct a personality and effectively target its audience.RadioRadio provides low cost broadcast medium to reach a designated segment of your target audiencevia either pre-recorded advertisements or live reads, transmitted at the most effective time of theday for your advertisement, with a much shorter production and broadcast lead-time thantelevision. Radio also offers product/segment sponsorship options (ie, competitions, outdoorbroadcasts), with an advertiser’s message able to be aligned with the station’s editorial content.Advertising messages broadcast on radio are limited in the depth and length of content they are ableto functionally communicate (long, detailed messages are easily forgotten). Radio is not broadcastto a captive audience and messages must be able to cut through the competing distractions thelistener may be concurrently processing (ie traffic). Radio is also not particularly conducive toadvertising all product categories. The content of the advertising message must quickly be able toconjure a mental association between the audio and the consumer for the advertising to beeffective.Radio is most effective in reminding the consumer and maintaining awareness of a product/servicethey are already acquainted with ie new cinema releases for Hoyts (and upcoming concert dates).MagazinesMagazines provide advertisers with the space to communicate with the target audience in bright,glossy colour, aligning the brand / product / service with the editorial content of the magazine andproviding the scope for the creative to be executed in a variety of options, depending on the budget(ie inside front cover, inside back cover, gatefold, sealed insert etc), the clarity and crispness ofmagazine printing technology also facilitates the inclusion of QR Codes in the advertisement and forthe advertisement to be optimised for scanning by Google Goggles, and potentially other smart-phone applications. The magazine market is highly segmented, with popular magazines reachinglarge sections of the Australian population, making it possible to communicate with mostdemographic segments through magazine advertisements. Magazine advertisements also facilitatethe inclusion of product samples and perfume panels.JADDAN BRUHN Page 1
  2. 2. Evaluate Media Options – NSWTADV403AMost Australian magazines are national publications, making it difficult for advertisers with geo-specific requirements. Certain magazine titles also have a long lead-time to publication foradvertisers. Unlike real-time broadcasters, magazine publications are a passive medium and maynot communicate urgency or a time-sensitive call to action particularly effectively.High quality paper and printing techniques bring added depth and richness to images of luxury brandproducts, fashion, fragrance, cosmetics, jewellery, watches, automotive, tourism/travel and interiorfurnishings. Cosmetics brand Estee Lauder successfully utilises full page colour advertisements inwomen’s magazine titles to depict elements of their cosmetics range and to communicate up-coming department store events and special offers.Newspapers (hardcopy)Newspapers are able to reach out to a large percentage of the mainstream Australian population ona daily basis, with a loyal readership habitually tied to consuming their news and sport content inhardcopy tabloid/broadsheet format. Newspaper layouts provide the scope for a variety of creativeadvertising layouts and the larger sized available space provides the opportunity for quite largegraphical/pictorial advertising content, including in colour, or long copy advertisements, to conveymore detailed/explicit technical product content. Newspaper advertisements may incorporatedirect marketing coupons. As most metro newspapers are daily publications (local newspapers areweekly or twice-weekly), the advertisements have a shorter lead-time. Newspapers are geo-specificin nature, with local papers able to be used to communicate to a target audience refined to within ahandful of suburbs.Hard copy newspaper readership is declining. Newspaper readership reflects an older demographic.The main focus of newspapers is their editorial content, and there is the potential for advertisingcontent to be overlooked. The quality of newspaper printing and paper stock is the lowest of allprint publications.Newspapers are time specific publications and have a narrow window of relevance. Newspapersinform the reader of what is occurring on a defined day, and, especially at this time of year, are aparticularly effective means of communicating retail store sales, for example the David Jones halfyearly clearance and the Myer end of year sale.Out of Home (outdoor, static and transit)Out of home advertising provides the scope for advertisers to have their visual advertisingcommunication placed in a variety of formats (billboards, supersites, static posters, incorporated inoutdoor furniture etc), in locations relevant to the audience targeted, with the potential for thecommunication to be customised to include product sample dispensers, transmit to mobiles viaBluetooth, contain QR codes, in a myriad of locations chosen by the strategist/media planner, thatallow for the brand/product/service to be, by virtue of its relative positioning, aligned to thesurroundings of the advertising space.Out of home advertising is subject to a large amount of wastage. The sites require a high level ofongoing maintenance. The content of an out of home advertising message has approximately 3 to 5seconds to be communicated and understood by the target audience, impacting how the space maybe most effectively utilised.As a large, out of home, visual reminder, this category of advertising is effective at keeping a productat the top of mind of a consumer, particularly for products with a short product life cycle. Fast foodJADDAN BRUHN Page 2
  3. 3. Evaluate Media Options – NSWTADV403Acompanies are quite effective at utilising out of home advertising, with McDonald’s using billboardsto visibly depict their products, with roadside billboards used to inform motorists of the distances tothe next restaurant.InternetInternet advertising encompasses a variety of online options, including banner advertising, websitetakeovers, search and mouseover (rollover) to name a few. The technical capabilities of digitaladvertising, and its ability to provide the context to translate a call to action, straight through withthe click of a mouse, to the desired action, be it a transaction, competition entry, database signup,information request, recommendation to friends, or a Facebook “LIKE”, for example. Internetadvertising provides advertisers with the opportunity to communicate to specific demographicgroups, mainstream and niche, in a cost effective manner.Internet advertising may not be appropriate for all product categories, and where the advertisingcommunication slows down an internet connection or interferes with regular browsing, the targetaudience may not be as interested in responding to the communications call to action.Internet advertising is successfully employed by brands with slightly complex products that may bepurchased online, but that may have a fair amount of information that a consumer may reasonablywant to understand at the point of purchase, for example health insurance providers like MedibankPrivate.Mobile (phone)Current mobile phones are able to transmit and receive location based information and, utilisingBluetooth technology, may send through (via sms) location specific advertising messages relevant tothe mobile phone owner, based on their demographic / psychographic information obtained at opt-in. Advertising sent through to a mobile phone is more likely to be read. Advertising through mobilephone is relatively cheap and minimises wastage by ideally being sent through only to people whohave demonstrated an interest in receiving advertising from participating categories. Given thedynamics of the technology, there is scope to broadcast an immediately effective call to action, andto heighten the relative importance of time and place to influence the message recipient.Not everyone has their mobile powered on all the time, and people sometimes leave it on “silent”for prolonged periods. The effectiveness of this form of advertising has a finite window ofopportunity, as more categories and brands include mobile advertising in their campaignsconsumers may be less keen to allow their private/personal communication device to becomecluttered with advertising content.Harnessing the physical nature of a mobile, with the digital capacity of what may be sent through toit, the options for advertisers are extensive and may include offers, vouchers, coupons etc, eitherbuilding on customer loyalty, or increasing a consumers brand awareness of a product in a categorythey have previously indicated an interest in, for example Oporto sending out mobile advertising toshoppers in a suburban plaza just before it hits lunchtime, with an offer valid for a limited time.ViralViral content disseminated through YouTube, Vimeo, 4chan or some such similar content sharingservice, propagated by consumers using social networking sites, increases a brand or product’sauthenticity/credibility with consumers, and allows a brand or product to carry the effectiveJADDAN BRUHN Page 3
  4. 4. Evaluate Media Options – NSWTADV403Aendorsement of the cumulative viewers of the piece of viral content, most importantly of all, theendorsement of the friend or relative that made you aware of it, shifting a brand’s presence fromthe bought and owned space into the earned space.Viral content is only successful if it resonates & is successfully seeded and may only be successfullyemployed when reaching certain demographics.For viral content to be successful is must be funny, bizarre or cool, and must be worthwhile forindividuals to pass on. An example of a recently successful piece of viral content is the Old Spiceadvertisement that has gained traction via YouTube.Branded EntertainmentAllows a brand’s product or service to be aligned to the pretext and relative positioning of thebranded entertainment environment. By having a product or service placed into the storyline or setenvironment of a TV show or film, an attitude or behaviour towards the item may be successfullydemonstrated, and, by association, affiliated with the aesthetic of the production.Success depends heavily on the popularity of the programming.Hardware store Mitre 10 associated with lifestyle / home improvement programming, with homerenovation products etc.CinemaCinema advertising provides advertisers with a larger screen for more powerful, action-filled,emotive advertisements, with the scope for a slightly longer time format. Cinema advertising givesthe advertiser the opportunity to make an extended use of a television commercial. Advertisementsmay be geographically specific, based on products or services focused on a location in the vicinity ofthe cinema. Cinema advertising provides the ability for an advertisement to be targeteddemographically according to the movie genre, broadcast to a captive audience, with a pricingstructure and local focus that makes it more attractive to smaller local-based business.The timing of sessions makes it possible for cinema goers to skip cinema advertisements totally byarriving just prior to commencement of a feature film. The audience members that are exposed tothe advertising may have very low recall of it, after passively sitting through a ninety minute to twohour feature film, reducing the capacity of a cinema advertisement to transmit a successful call toaction.Heightened audio visual capacity of cinema advertising makes it conducive to content that benefitfrom the effects of combined sound and vision to deliver an advertising message that is memorableand will improve recall. The types of advertisements that are most successful in this environmentare advertisements for upcoming feature film releases, for example The Green Hornet.JADDAN BRUHN Page 4

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