This presentation covers the importance of developing an Integrated Marketing Communications Media Strategy. It highlights growth in Digital Media from an Australian perspective. www.b2bwhiteboard.com

1. IMC Media Strategy
Implementation
Overview

2. Integrated Communication Strategy
• Integrated marketing communications (IMC): a strategic
business process that marketers use to plan, develop, execute, and
evaluate coordinated, measurable, persuasive brand communication
programs over time with targeted audiences.
• The important thing to understand Personal Selling
about this concept is the need for, Advertising
and benefit of consistency
between components of the
program. Communication Idea
• The question: how much
should an organization spend on
Direct Sales
its integrated marketing Marketing Public Promotion
communications program, and Relations
how do you know when it is
working?
16-2

3. Multi media, multi tasking, multi
message, multi channels….
telephone tv
webtv
cinema
packaging magazines
newspaper
bill posting
Signage mp3
pop ups pop
iphone atm
website events
& sponsorship
outdoor
transit
pda
email
direct mail cd/dvd

4. Communication Mix
Press/print, Television, Radio
Adver&sing
Internet, Outdoor / transit, Ambient
Direct response formats
Direct mail, telephone selling,
Direct Catalogue selling
Brand
Public
Situation Corporate & Brand PR, Publicity
Relations
IMC Sales Consumer Franchise vs
Non-franchise building
Objectives promotion
Events
/
Sponsoring (participating, creating)
Consumer &
sponsorship
Social, Sporting, Cultural/Arts, Industry
Channel
Personal Person-to-person interactive,
TM & Audience Lead generation and conversion
Selling
Customer Dissonance reduction &
feedback
Service

5. Media & Advertising
Media = Adver&sing
Media:
It
is
an
umbrella
term.
It
is
defined
as
the
“means
by
which
the
various
types
of
MC
messages
are
sent
and
received”
(Duncan,
2005,
p.
736).
Adver&sing:
“Nonpersonal,
paid
announcements
by
an
iden&fied
sponsor”
(Duncan,
2005
p.
730).
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/IrwinBrands

6. The Media of IMC (planned)
Television Radio
Print
Telephone Newspapers
Newspapers &
Magazines
Media
Mail Magazines
Cinema
Internet Out of home
Outdoor

7. The Role of Media in IMC
Deliver
brand
messages
AND
help
to
create
/
sustain
/
strengthen
brand
rela&onships.
It
does
this
by
connec&ng
companies
and
customers.
Note
the
difference
between
delivery
and
connec&on!!
§ Delivery
means
taking
something
to
a
person
or
place.
Connec&ng
is
about
joining
together.
§ Essen&ally,
delivery
is
the
first
step
towards
achieving
connec&on.
It
is
a
means
of
touching
a
customer
in
a
meaningful
way.

8. Mass vs. Niche Media
Mass Media Niche Media
Vehicles reaching “the Vehicles focusing on a
masses” (large, defined group who
diverse audiences) share a characteristic
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/IrwinBrands

9. The Marketing Communication Matrix
Mass Market Segmented/Mass Individual
Customisation
2-way With Between
communication Integrated mix of Dialogue based on
An interactive planned messages & trust,learning &
approach (listening & interactive adaptation with
learning including communication eg creative outcomes eg
informal dialogue F2F,database, viral, communities of
initiated by planned WOM interest, internal
messages) marketing via work
teams
1-way To For
communication Planned persuasive Planned persuasive
Conventional mass messages aimed at messages on
marketing brand loyalty augmented offerings
Eg positioning via for targeted markets
advertising eg loyalty programs
Ballantyne, Luxton, Powell (2004) Introduction to Marketing: A value
exchange approach ed Gabbott, Pearson:381

10. Relative Degrees of Media Intrusiveness (Fig. 11-3)
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/IrwinBrands

11. Ways to Minimise Media Intrusiveness
Choose
target
audience
that
is
interested
in
the
product
category.
Consider
using:
§ Events
§ Sponsorships
§ Product
placement
(movies
/
TV
/
computer
games)
Give
prospects
or
customers
the
op&on
to
opt
in
for
receiving
brand
informa&on.

12. Media
• Media
aXract
audiences
• Audiences
aXract
adver&sers
• Media
aXracts
Adver&sers’
money

13. Australian Advertising Breakdown – July 2011
Media July 2010 July 2011 % % change
Type ($m) ($m) Change June - July
Metro FTA 240.2 235.8 -1.8 -0.3
Television
Regional 49.8 45.8 -7.9 0.4
FTA
Television
Radio 39.3 38.9 -1 1.2
Newspapers 116.7 106.3 -8.9 -6.6
Magazines 34.6 31.4 -9.2 -7.0
Digital 58.2 66.1 13.6 20.2
Outdoor 41.6 42.9 3.1 9.8
Cinema 4.2 4.3 2.4 -1.7
Other 2 2 - 7.0
Total 614 603.1 -1.8 1.4

14.
Measuring media audiences
• The
size
of
the
audience
determines
the
price
of
adver&sing
• Media
audiences
are
therefore
measured
carefully
by
surveys
– these
survey
are
paid
for
mainly
by
media
– the
media
therefore
influence
what
is
measured,
to
some
extent

15. Television
• 10,150,000
households
with
TVs
• 99%
popula&on
penetra&on
• Cable/
Satellite
penetra&on
is
25.9%
• Digital
TV
penetra&on
.8%
• Number
of
sta&ons
by
type:
4
commercial
2
Government
and
Community
120
Pay
TV
• Ad
lengths:
5
to
180
seconds
• Commercial
TV
have
13
minutes
adver&sing
per
hour
(max)
• People
watch
approx.
22
hours
of
TV
a
week

16. Measuring media audiences
• Measuring
TV
audience
means
measuring
behaviour
-­‐
being
in
room
when
TV
set
is
on
• Meters
in
homes
-­‐
on
each
TV
in
mul&-­‐
set
homes
• All
people
in
home
5
years
and
older

17. TV meter system
Peoplemeter installed on every TV set –
records and stores four pieces of information:
time, TV set on/off, channel tuned, persons viewing.
Panel homes selected based on
Survey to define Statistical representativeness
Population characteristics
Every night, the data is retrieved
automatically
via telephone software.
The output is an audience database - individual by individual,
Each morning, users of the data are minute-by-minute data delivered overnight, 365 days of the
able to download the complete database year. Individual data is never identified, except in terms of
demographic
profile.

18. OzTAM (Australian TV Audience Measurement)
• OzTAM
(TV
sta&ons
7,9,10
using
ATR
research
company)
since
2001
• Rates
based
on
audience
therefore
all
concerned
• Media
hype
(media
wri&ng
about
media)
• Addi&on
of
payTV
since
August
2003

19. TV audience Survey OzTAM
• OzTAM
(600-­‐700)
homes
per
city
• OzTAM
3000
HH
(FTA)
+
1000HH
(PayTV)
• rigorous
sampling
frame
&
precise
recruitment
to
survey
(modest
incen&ves)
• respondents
remain
in
survey
for
2
years
• data
released
in
15
minute
units
-­‐
used
for
media
planning
(not
min
by
min)
• Check
out
websites
www.oztam.com.au
www.acnielsen.com.au

20. Television characteristics
• Reach
large
audiences
quickly
• 65
percent
watch
TV
within
24
hours
(includes
ABC
and
SBS)
• nearly
90
percent
over
7
days
• Targe&ng
audiences
mainly
via
demographics
• TEN
targets
18-­‐39s,
but
18-­‐24
always
difficult
• 9
targets
business
people
(Sunday/Business
Sunday,
late
night
News)
• 7
tradi&onally
sport
• PayTV
good
for
niches
&
now
in
OzTAM
survey

21. Television characteristics
• Subtle
emo&on
generated
by
combina&on
of
colour,
movement,
sound
• Low
cost
per
exposed
person,
but
high
absolute
costs
(TV
produc&on
+
large
numbers
viewing)
• Consumers
tend
to
respect
TV
adver&sers
most
• Cross
planorm
selling
eg
ninemsn,
yahoo7
• Product
placement
in
programs

22. Problems with TV
• “High”
entry
cost
• Low
selec&vity
with
high
reach
• Poten&al
waste
• Personal
(digital)
video
recorders

23. Advantages / Limitations of media
classes – Television
Advantages
Limita&ons
• Builds
reach
quickly
• High
produc&on
costs
• Able
to
target
all
demographic
• High
capital
media
costs
groups
• Difficult
to
obtain
specific
programs
short
term
• Geographically
selec&ve
• Channel
surfing
• Impact
through
sight
sound
and
• Not
a
paid
for
medium
movement
• High
level
of
ad
cluXer
• Intrusive
(in
the
home)
• Can’t
measure
out
of
home
• Call
to
ac&on
with
direct
response
viewing
for
large
events
• Highly
researched
• Programs
can
be
recorded
• TiVO
• Passive

24. Television
characteris&cs
Growth
of
digital
"At
end-­‐2012,
the
Asia
Pacific
region
will
have
180
million
digital
homes,
a
more-­‐than
five-­‐fold
increase
on
the
end-­‐2006
figure.
Pay
TV
revenues
in
the
region
will
grow
quickly
and
are
forecast
to
more
than
double
in
just
eight
years
to
be
worth
US$42
billion
in
2012."
Source:
Informa
Telecoms
&
Media

25. Benefits of Digital TV
Benefits
include:
§ Superior
image
§ Improved
audio
quality
§ BeXer
recep&on.
§ Mul&-­‐channelling
§ Interac&ve
services
§ Electronic
program
guide
§ Pay-­‐TV
and
Free
to
Air
(FTA
rollout
2001-­‐2012)
Planned
FTA
DTV
for
Metropolitan
markets
to
begin
December
2009.
Analogue
will
cease
at
this
&me.

26. The concepts of noise …..
• Non-­‐tvc
-­‐
sta&on
IDs,
program
promo&ons
• Many
marketers
think
of
Ø presence
of
compe&ng
brands
in
same
medium/channel/program
Ø number
of
commercials
in
break
• first
and
last
get
marginally
more
recall
• Seem
to
rest
on
manipula&ve
model
(adver&sing
uses
people)
rather
than
humanis&c
model
(people
use
adver&sing)

27. Radio
• 261
Commercial
Sta&ons
• 257
currently
opera&ng
• AM
–
106
licences,
FM
–
151
licences
(plus
some
remote)
• Regional
–
217,
Metro
–
39
• Main
Networks:
Austereo,
ARN,
DMG,
Southern
Cross
• 37
million
radio
sets
in
Australia
• 99%
of
all
cars
have
a
radio
• All
homes
in
Aust
have
a
radio,
with
89%
having
3
or
more
• Australian
people
listen
to
2.3
radio
sta&ons
• People
listen
to
over
18
hours
per
week
of
radio
• 52%
of
listening
occurs
at
home,
24%
in
the
car,
21%
at
work,
and
2%
other

28. ACNielsen Radio Surveys
• Household
diary
-­‐
individuals
over
10
years
complete
personal
pages
• Record
only
sta&on
and
quarter
hours
(if
listened
for
8+
minutes)
• 4-­‐week
survey
period
-­‐
people
keep
diary
for
two
weeks,
second
sample
of
people
next
two
weeks
• 10+
&mes
yearly
in
Sydney
and
Melbourne

29. Radio characteristics
• Tightly
targeted
demographics
• Reach
modest
by
TV
standards
• Peaks
at
breakfast,
while
TV
peaks
6
-­‐
8.30
pm
• People
listen
for
only
45
mins
average
at
one
occasion
of
listening
• Podcas&ng
showing
strong
acceptance

30. 5 Ways to Advertise on Radio
:10, :30 or :60 pre-recorded commercials
:30, or :60 pre-recorded commercials
(“spots”)
Live brand mentions by DJs
Remote broadcasts at the brand’s location
On-air promotions (brand giveaways)
Event sponsorships (concerts, festivals, etc.)
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/IrwinBrands

31. Radio advantages
• Low
start-­‐up
cost
(as
low
as
a
few
$000)
• Sta&ons
willing
to
create
campaigns
for
small
adver&sers
-­‐
provide
weak
strategy
&
crea&vity,
oren
sta&on
par&cipa&on
• Big
adver&sers
use
it
for
flexibility
-­‐
eg
Qantas
for
strike
update,
Streets
adver&ses
ice
cream
arer
forecast
of
29
degrees
• can
use
TV
audio
track
to
create
mental
pictures

32. Radio weaknesses
• Needs
radio-­‐thinking
crea&ves
• Flee&ng
message
unless
long-­‐term
campaign
• Needs
mul&ple
sta&ons
and
24
hours
to
reach
more
than
40
percent
• Formats
impact
on
response
(music
versus
talkback)

33. Digital Radio
“Digital
radio
is
the
new,
involving
way
for
listeners
to
tune
into
their
favourite
radio
sta&ons.
Offering
an
excep&onally
high
sound
quality,
digital
radio
offers
a
host
of
exci&ng
features
to
enhance
the
listening
experience.”
Digital
Radio
Australia
(2008)

34. Benefits of Digital Radio
Benefits
include:
§ No
hiss
or
crackle
from
interference
§ Easy
to
tune
§ Listeners
don’t
need
to
remember
frequencies
§ Extra
programs
at
listeners’
finger&ps
§ Program
informa&on
and
news
headlines
§ Pause,
rewind
and
record
live
radio
Rollout
is
planned
for
January
2009
but
no
switch
off
for
analogue
radio
is
planned.
Can
digital
radio
win
against
internet
radio?
What
do
you
think?

35. Print Media
Newspapers
§ broadsheets
§ tabloids
Magazines
§ paid-­‐circula&on
publica&ons
§ controlled-­‐circula&on
publica&ons
Directories

36. Newspapers
• 397
newspapers
in
Australia
• 2
Na&onal
dailies
• 10
Metro
dailies
• 10
Metro
Sundays
• 132
Regional
&tles
• 243
Suburban
&tles
• Es&mated
over
$21million
spent
on
na&onal
and
metro
newspapers
in
a
week

37. Magazines
• Total
227.1
million
sales
of
audited
magazines
• An
average
13.6
magazines
per
person
over
14
per
year
• Es&mated
4500
&tles
• Consumers
spend
$1.03
billion
on
consumer
magazines
• 154
have
over
100,000
readers
which
represent
69%
of
the
market
• Around
90%
of
magazines
are
bought
at
retail
outlets
(newsagent,
supermarket
etc)

38. Directories (e.g. Yellow Pages)
Print
versions:
Purchase
display
space
annually
and
cost
is
based
on
size
of
ad
and
graphics.
Customers
search
categories
to
find
businesses
offering
products/
services
they
are
interested
in
or
desire
(note
2nd
or
3rd
stage
of
AIDA
model).
Weakness
Constructed
yearly
so
informa&on
can
become
outdated.
Emergence
of
electronic
directories
Overcome
barrier
to
upda&ng
informa&on
and
enable
ads
to
contain
more
detailed
informa&on.

39. Print Measurements
• Circula&on
-­‐
numbers
of
copies
in
the
hands
of
the
public
(sold
or
given
away)
audited
by
Audit
Bureau
of
Circula&ons
• Readership
-­‐
the
number
of
people
who
“read
or
looked
into”
each
“specific
issue”
(in
Australia,
by
Roy
Morgan)
(average
readership
over
specific
period
in
US
promoted
by
ACNielsen
in
Australia)
• Online
+
circula&on
promoted
by
industry
body
The
Newspaper
Works

40. Readership is independent of circulation
§ Readership
growth
and
decline
can
occur
independently
of
circula&on
growth
§ Example
of
where
circula&on
can
increase
and
readership
remains
stable:
Newspaper
compe&&on
§ Example
where
readership
can
increase
and
circula&on
remains
stable:
Supermarket
check
out

41. Rela&on
between
Circula&on
and
Readership
• Wide
varia&on
in
readers-­‐per-­‐copy
– Women’s
Weekly/New
Idea
about
2
– Vogue
about
6
– Penthouse
about
1
– Car
Australia
about
7
– Daily
Newspapers
about
1.5

42. Roy Morgan Print Readership
• Face
to
face
interview
(50
minutes),
1200
weekly,
na&onal
-­‐
aggregates
to
60,000
people
annually
-­‐
age
14
years
+
• Results
issued
half-­‐yearly
• Covers
magazines,
newspapers,
many
demographics,
values
segments,
a
few
product
categories
-­‐
eg.
cars,
vo&ng
inten&ons

43. Newspaper characteristics
• Moderately
high
reach,
though
declining
slowly
• Circula&ons
535,000
Herald
Sun
Sat
513,000
Sun
615,000
207,000
Age
Sat
301,000
133,000
Australian
Sat
300,000
MX
to
boost
in
young
demographic
(90,000)
Source:
Audit
Bureau
of
Circula&ons
• But
remember
Readership
• And
include
online

44. Newspaper advantages
• Moderate
costs
-­‐
full
page
in
$10s
of
thousands
• Short
lead-­‐&me
possible
for
Mono
ads
• Colour
now
• Reader
works
at
own
pace
-­‐
can
refer
back
• Can
carry
inserts
-­‐
catalogues,
coupons,
etc

45. Problems with newspapers
• Short
life
compared
with
magazines
• Small
spaces
compete
with
many
others
for
aXen&on
-­‐
usually
requires
regular
appearance,
eg
travel
groups
in
travel
sec&on
• Reader
decides
whether
to
peruse
page/ad
at
all

46. Magazines
• Total
227.1
million
sales
of
audited
magazines
• An
average
13.6
magazines
per
person
over
14
per
year
• Es&mated
4500
&tles
• Consumers
spend
$1.03
billion
on
consumer
magazines
• 154
have
over
100,000
readers
which
represent
69%
of
the
market
• Around
90%
of
magazines
are
bought
at
retail
outlets
(newsagent,
supermarket
etc)

47. Print Media: Magazines
2 Basic types
Paid-circulation
Paid-circulation Controlled –circulation
• Readers pay to receive
• Readers pay to
• Readers get it free
it receive it
• MostMost revenue
• revenue comes • All revenue comes
fromcomes from ads
ads from ads
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/IrwinBrands

49. Magazine characteristics
• High
segmenta&on
poten&al
• High
quality
reproduc&on
-­‐
high
quality
photography
delivers
eg.
appe&te-­‐appeal,
emo&onal
s&mula&on
• Held
at
home
for
long
periods
-­‐
catalogue
value
• Reader
approaches
in
leisure
or
business-­‐like
frame
of
mind
-­‐
aXen&on
concentrated?

50. Magazine problems
• Long
lead-­‐&mes
-­‐
oren
6
to
12
weeks
• May
be
inflexible
-­‐
but
may
take
inserts
• Declining
circula&ons
for
many
individual
&tles
Women’s
Weekly
605,000
Woman’s
Day
481,000
New
Idea
391,000
TV
Week
262,000
That’s
Life
329,000
Take
5
260,000
Cosmo
203,000
Cleo
170,000
Good
Taste
166,000
Dolly
131,000
NW
176,000
Source:
ABC
June
2007

51. Advantages / Limitations of
media classes - Magazines
Advantages
Limitations
• Na&onal
coverage
with
one
• Longer lead time for monthly
inser&on
magazines
• Provides
details
• More difficult to book by region
• Higher level of clutter
• Target
group
specific
• Slow to build reach
• High
use
by
women
• Passive
• Most
are
paid
for
• Lack urgency
• Higher
level
of
involvement
• Editorial
comparability
• Crea&ve
opportuni&es
ie.
Gatefolds,
pop
ups
• Highly
researched
• Longevity
of
adver&sing
• High
quality
produc&on
• Quality
image
associa&on

52. Digital Media
• Ac&ve
penetra&on
growing
every
year
(7%
in
2004
alone)
• Ac&ve
internet
popula&on
is
over
33%
of
all
Australians
• Average
page
dura&on
52
seconds
• Average
18
+
minutes
spent
online
per
day
• 35%
of
all
users
using
the
internet
daily
• 75%
of
all
home
users
have
access
to
broadband
• Online
penetra&on:
50%
home
20
%
work
30%
other

53. Digital
Global,
Na&onal,
or
postcode
levels
Types
of
Sites
Placement
•
Portals
• Homepages
•
Search
Engines
• Sponsorships
• Targeted buys
•
Content
Sites
(demographic, need registration)
•
Shared
Content
Sites
• Run of site (random)
•
Direct
E-­‐mail
• Run of network (random
•
Blogs
across network, i.e. Fairfax
•
Chatrooms
online newspapers)
• Buyouts (all available for a
specific period)
• Email list rental

54. What
are
Australians
doing
online
Industry
Traffic
Overview
-­‐
All
Categories
Share
at
Week
Ending
9
February,
2008
AU Industry AU Market US Market UK Market
Rank of 165+ Industry Share Share Share
Industries % % %
3 Search Engines 10.80 8.65 10.91
6 Social Networking & Forums 8.00 9.18 7.69
7 News & Media* 6.75 3.97 4.63
8 Shopping & Classifieds* 5.93 9.54 9.61
9 Email Services 4.96 8.05 4.80
10 Portal Frontpages 4.66 5.61 n/a
11 Banks & Financial Institutions 4.35 3.59 2.35
14 Software 3.86 1.57 3.27
15 Education - Reference 2.63 1.62 1.61
16 Travel* 2.56 2.01 3.62
17 Government* 2.56 1.52 0.87
18 Games 2.45 2.46 2.45
19 Sports* 2.42 1.79 2.45
*The table shows statistics for industries amongst the top 20 Hitwise industries and sub-categories (of 165+
industries). Major industries are listed in bold and represent aggregated traffic from all relevant sub-
categories. Some industries within the top 20 have been excluded for illustrative purposes.
**AU Market Share % highlighted in green represent where share is higher than US and UK markets

55. Internet/ Online
Australia: Top 10 Parent Companies
Month of February 2007 Home/Work Panel
Unique Time
Property Audience Reach Per
Name (000) % Person
Microsoft 9,410 82.02 02:24:13
Google 8,932 77.85 00:50:59
Telstra 5,118 44.61 00:25:14
News Corp. 5,051 44.03 00:56:17
Online
Yahoo! 5,020 43.75 01:03:36
eBay 4,957 43.21 02:11:53
Australian Federal 4,128 35.98 00:33:05
Government
Fairfax Digital 3,543 30.89 00:30:05
Australia and New
Zealand
Apple Computer 3,096 26.99 00:50:01
Wikimedia 2,821 24.59 00:17:20
Foundation
http://www.netratings.com/

56. Advantages
/
Limita&ons
of
media
classes
–
Digital
Advantages
Limitations
• Ac&ve
medium
–
requires
• High Cost (requires conventional
audience
par&cipa&on
advertising campaign to promote
website)
• Low
Cost
Corporate
legi&macy
• Conflict between internet sales
• Supplemental
Informa&on
and traditional sales channels
• Ability
to
measure
effec&veness
(ensure no undercutting)
• Low
Cost
marke&ng
research
tool
• Limited penetration
• Shared
content/
content
crea&on
• Extreme Clutter
• Highly fragmented
• Mul&
sensory
environment
• Reputation and credibility
• Youth
oriented
• Low threshold for unintelligent
• Customisable
communication
• Ac&ve
communica&on
(2
way)
• Strong word of mouth
• Strong
word
of
mouth

57. Email
§ Email
Adver&sing
§ Viral
Marke&ng
§ Loyalty
Programs
§ Spam
(ADMA
–
opt
in/opt
out)
§ Instant
Messaging
What
are
examples
for
each
of
these?

58. Other Mass Media
• Cinema
• Ambient
• Alterna&ve
Media

59. Cinema
Val
Morgan
manages
97%
of
all
adver&sing
for
cinema
complexes
across
Australia.
Moonlight
Cinema
manage
3%
>
more
specific
targe&ng
Slide
or
Film,
15
–
120
seconds
Cinema
suited
to
full
length
ads
and
secondary
placement
in
foyers,
bathrooms,
&ckets
etc.
Rates
are
based
on
total
number
of
screens,
lengths,
and
package
type
(by
loca&on,
film,
target)
All
ac&vity
runs
Thursday
to
Thursday
(as
all
movies
are
released
this
day)

60. Out
Door
Adver&sing
Key
formats:
•
posters
•
street
furniture
•
sport
stadiums
•
transport
•
Ambient
media
Source:
Outdoor
Media
Associa&on

61. Advantages
/
Limita&ons
of
media
classes
–
Out
Door
Advantages
Limitations
• Wide
coverage
of
local
markets
• Simple creative
(ability
to
build
large
‘exposure’
• No guarantee of high recall
reach
over
30
day
period)
• Limited availabilities of best
• High
Frequency
locations
• Large
Print
size
• High production costs
• Geographic
flexibility
• Sensitive to location
• High
summer
visibility
• High wear out if not changed
• Around
the
clock
exposure
• Long lead booking time
• Simple
copy
themes
/
package
• Best sites often booked out
iden&fica&on
months ahead
• Cost
effec&ve
over
a
long
period
• Difficult in regional areas
• Difficult to target specific groups
• Target
light
users
of
other
mediums

62. Ambient Advertising
Overview

63. Background
• The term ‘ambient advertising’ was first
applied during the early nineties when
clients began demanding ‘something a bit
different’ in their advertising.

64. Definition
• The placement of unique advertising in
unusual and unexpected places often using
unconventional methods to communicate to
target markets.

65. Reasons for growth in ambient
advertising
• Saturation of traditional media
• Increasing demand for point-of-sale
communications.
• Allows for precise audience targeting.
• It is flexibility and versatility.
• Eye catching
• Impactful

66. Examples
• Messages on the handles of supermarket
trolleys or yacht sails. It allows projection of
huge images on the sides of buildings, out
door places or messages on hot air
balloons.
• See examples on next slides

67. Ambient - Liberty Financial House
Source: http://www.picturethis.com.au/page.asp?cid=81
Example Ambient Balloon Advertising
Sydney, Australia

68. Ambient - Poster

69. Ambient – Toilet Care

70. Ambient - Gillette

71. Ambient – Earth Day

72. Alternative Media
§ Brand
Funded
Entertainment
§ Mobile
Communica&on
§ Video
Games
§ Hypertags/
Mobile
Barcodes
What
are
examples
for
each
of
these?

73. Inter
&
Intra-­‐media
decisions
Research
Tools
Industry Association
TV
TV
Free Television Australia
OzTam
www.freetvaust.com.au
www.oztam.com.au
Regional TV Marketing
Asteroid
has
limited
capabili&es
www.regionalTVmarketing.com.au
Radio
Radio
Neilson
Media
Commercial Radio Australia
www.nielsenmedia.com.au
www.commercialradio.com.au
TV & Radio
Cinema
Australian Subscription TV and Radio Association
Mo&on
Pictures
Distributors
www.astra.org.au
Associa&on
of
Australia
Digital Broadcasting Australia
www.mpdaa.org.au
www.dba.org.au
Cinema
Motion Pictures Distributors Association of Australia
www.mpdaa.org.au

74. Inter & Intra-media decisions
Research
Tools
Industry Associations
Press
(Magazines
and
Newspapers)
Press (Magazines and Newspapers)
Roy
Morgan
Magazine Publishers of Australia
www.magazines.org.au
www.roymorgan.com.au
Internet
Internet
Australian Interactive Media Industry
Association
Nielsen/NetRa&ngs
www.aimia.com.au
www.nielsen-­‐netra&ngs.com
Hitwise
Outdoor
www.hitwise.com.au
Outdoor Media Association www.oma.org.au
Outdoor
Research
tool
is
in
development

75. Intra-media decisions
Research
Tools
Industry Associations
Internet
Internet
Nielsen/NetRa&ngs
Australian Interactive Media Industry
Association
www.nielsen-­‐netra&ngs.com
www.aimia.com.au
Hitwise
www.hitwise.com.au
Outdoor
Outdoor Media Association www.oma.org.au
Outdoor
Research
tool
is
in
development

76. Summary
• All
messages
are
carried
by
some
form
of
media
to
connect
with
customers.
– The
media
add
value
to
messages
by
increasing
their
impact
on
a{tudes
and
behaviors
• Companies
connect
with
target
audiences
through
tradi&onal
&
nontradi&onal
media
(internet,
ambient)
• In
IMC,
the
role
of
the
media
is
to
help
create,
sustain
and
strengthen
brand
rela&onships
by
connec&ng
companies
and
customers,
in
addi&on
to
just
delivering
messages

77. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
http://www.linkedin.com/pub/nigel-bairstow/6/41b/726
http://twitter.com/#!/b2bwhiteboard