The document provides information on media terminology, classifications, and characteristics. It defines key terms like media planning, objectives, strategy, vehicles, and classifications. It also summarizes the advantages and disadvantages of various media like newspapers, magazines, radio, television, directories, outdoor, and interactive/internet. Characteristics discussed include costs, reach, frequency, intrusiveness, flexibility, and impact.

1. 1
The Media Business
The word media comes from the Latin word
“middle.”
Media carry messages to or from a targeted
audience and can add meaning to these
messages.

2. 2
Media Terminology
 Media Planning - A series of decisions involving the
delivery of messages to audiences.
 Media Objectives - Goals to be attained by the
media strategy and program.
 Media Strategy - Decisions on how the media
objectives can be attained.
 Media - The various categories of delivery systems,
including broadcast and print media.
 Broadcast Media - Either radio or television network
or local station broadcasts.

3. 3
Media Terminology
 Print Media - Publications such as newspapers,
magazines, direct mail, outdoor, and the like.
 Media Vehicle - The specific message carrier, such
as the Washington Post or Tonight Show.
 Coverage - The potential audience that might
receive the message through the the vehicle.
 Reach - The actual number of individual audience
members reached at least once by the vehicle.
 Frequency - The number of times the receiver is
exposed to vehicle in a specific time period.

4. 4
Differences Between Levels of Message
Involvement and Number of Responses

5. 5
Media Classifications
Most mass media guarantee only the
opportunity for a large audience to be
exposed to a brand.
Communication vehicles are specific
publications, networks, channels, stations,
and programs that make up a medium.

6. 6
Media Classification Levels

7. 7
Media Intrusiveness
Media vary in their degree of intrusiveness.
Ways to reduce intrusiveness include:
 Chose media in which the target audience is
interested in the product.
 Ask customers what type of information they
would like to receive, in what way, and
when.

8. 8
Relative Degrees of
Media Intrusiveness

9. 9
Print Media
Print media include:
 Newspapers
 Magazines
 Directories
 Mail brochures
 Mail
 Packaging
 All other forms, which are produced by
printing and are relatively permanent

10. 10
Newspapers Characteristics
Advantages
 High coverage
 Low cost
 Short lead time for
placing ads
 Ads can placed in
interest sections
 Timely (current ads)
 Reader controls
exposure
 Can be used for
coupons
Disadvantages
 Short life
 Clutter
 Low attention-
getting capabilities
 Poor reproduction
quality
 Selective reader
exposure

11. 11
Magazines Characteristics
Advantages
 Segmentation
potential
 Quality
reproduction
 High information
content
 Longevity
 Multiple readers
Disadvantages
 Long lead time for
ad placement
 Visual only
 Lack of flexibility

12. 12
Directories
A directory is both a reference and an
advertising medium.
The most widely known is the Yellow Pages.
Yellow Pages advertising is often the primary
or only form of advertising used by many
small, local retailers.
A weakness of the Yellow Pages is that they
are printed only once a year.

13. 13
Broadcast Media
Broadcast media include radio and television.
Broadcast media differs from print in that
people often do other things while
listening or viewing, so messages are
fleeting.
Broadcast commercials are more intrusive
than print ads.

14. 14
BMG

15. 15
Radio’s Daily Reach by
Daypart for Adults 18+

16. 16
Radio Characteristics
Advantages
 Local coverage
 Low cost
 High frequency
 Flexible
 Low production
costs
 Well-segmented
audiences
Disadvantages
 Audio only
 Clutter
 Low attention
getting
 Fleeting message

17. 17
Television Characteristics
Advantages
 Mass coverage
 High reach
 Impact of sight,
sound, and motion
 High prestige
 Low cost per
exposure
 Attention getting
 Favorable mage
Disadvantages
 Low selectivity
 Short message life
 High absolute cost
 High production
costs
 Clutter

18. 18
Outdoor Characteristics
Advantages
 Location specific
 High resolution
 Easily noticed
Disadvantages
 Short exposure
time requires short
ad
 Poor image
 Local restrictions

19. 19
INTERACTIVE
 A VARIETY OF MEDIA THAT ALLOWS THE
CONSUMER TO INTERACT WITH THE SOURCE
OF THE MESSAGE, ACTIVELY RECEIVING
INFORMATION AND ALTERING IMAGES,
RESPONDING TO QUESTIONS, AND SO ON.

20. 20
INTERACTIVE MEDIA
 AUDIOTEX
 AUTOMATED TELEPHONE INFORMATION SERVICES
 CD-ROM
 FAX ON DEMAND
 INTERACTIVE TV
 INTERNET
 KIOSKS
 AVAILABLE IN HOTELS, SHOPPING MALLS
 ONLINE SERVICES
 AMERICAN ONLINE, PRODIGY
 SCREEN TELEPHONY
 TELEPHONES EQUIPPED WITH KEYBOARD TO ENTER
AND ACCESS DATA

21. 21
Internet / Interactive Media
Characteristics
Advantages
 User selects
product information
 User attention and
involvement
 Interactive
relationship
 Direct selling
potential
 Flexible message
platform
Disadvantages
 Limited creative
capabilities
 Web snarl
(crowded access)
 Technology
limitations
 Few valid
measurement
techniques
 Limited reach

22. 22
Direct Mail Characteristics
Advantages
 High selectivity
 Reader controls
exposure
 High information
content
 Opportunities for
repeat exposures
Disadvantages
 High cost/contact
 Poor image (junk
mail)
 Clutter

23. 23
Media Use Decision
— Print
Media Use Decision
— Broadcast
Media Use Decision
— Other Media
Creative Strategy Plan
Developing the Media Plan
Setting Media Objectives
Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Marketing Strategy Plan
Situation Analysis

24. 24
MARKET ANALYSIS AND TARGET
MARKET IDENTIFICATION
 ADVERTISING TARGET
 SIMMONS MARKET RESEARCH BUREAU--AUDIENCE SIZE
AND COMPOSITION--100 PUBLICATIONS, >800
CONSUMER PRODUCTS AND SERVICES
 MEDAIMARK RESEARCH, INC--DEMOGRAPHIC & PRODUCT
USAGE, PROVIDES LIFESTYLE INFORMATION & MEDIA
USAGE CHARACTERISTICS OF THE POPULATION
 WHERE TO PROMOTE
 BUYING POWER INDEX--SALES & MARKETING MGT
MAGAZINE
 BRAND DEVELOPMENT INDEX
 CATEGORY DEVELOPMENT INDEX

25. 25
ESTABLISHING MEDIA
OBJECTIVES
 GOALS FOR THE MEDIA PROGRAM
 LIMITED TO THOSE THAT CAN BE
ACCOMPLISHED THROUGH MEDIA
 EXAMPLES
 USE BROADCAST MEDIA TO PROVIDE
COVERAGE OF 80 % OF THE TARGET
MARKET OVER A SIX MONTH PERIOD
 REACH 60% OF THE TARGET AUDIENCE
AT LEAST THREE TIMES OVER THE SAME
SIX-MONTH PERIOD

26. 26
MARKET ANALYSIS AND TARGET
MARKET IDENTIFICATION--
continued
 INTERNAL FACTORS--SIZE OF MEDIA
BUDGET, MGT & ADMIN CAPABILITIES,
ORGANIZATION OF THE AGENCY
 EXTERNAL FACTORS--ECONOMY,
RAISING COST OF MEDIA,
TECHNOLOGY
 SURVEY OF BUYING POWER INDEX--
POTENTIAL OF A METRO AREA

27. 27
MARKET ANALYSIS AND TARGET
MARKET IDENTIFICATION--
continued
 BRAND DEVELOPMENT INDEX--
COMPARES % OF THE BRAND’S TOTAL
U.S. SALES IN A GIVEN MARKET AREA
WITH THE % OF TOTAL POPULATION
IN THE MARKET TO DETERMINE SALES
POTENTIAL
 CATEGORY DEVELOPMENT INDEX--
POTENTIAL FOR DEVELOPING THE
TOTAL PRODUCT CATEGORY

28. 28
EVALUATION AND
FOLLOW-UP
 HOW WELL DID THESE STRATEGIES
ACHIEVE THE MEDIA OBJECTIVES?
 HOW WELL DID THIS MEDIA PLAN
CONTRIBUTE TO ATTAINING THE
OVERALL MARKETING AND
COMMUNICATIONS OBJECTIVES

29. 29
Media Planning Difficulties
 Lack of information
 Inconsistent terms
 Serious time pressure
 Measurement problems

30. 30
Media Planning Criteria
Considerations
 The media mix
 Target market coverage
 Geographic coverage
 Scheduling
 Reach versus frequency
 Creative aspects and mood
 Flexibility
 Budget considerations

31. 31
Brand and Category Analysis
Percentage of brand to
total U.S. sales in market
Percentage of total U.S.
population in market
BDI = X 100
Brand Development Index

32. 32
BRAND DEVELOPMENT INDEX
 A BDI IS CALCULATED BY DIVIDING THE PERCENT OF SALES
A MARKET ACCOUNTS FOR, BY THE MARKET’S PERCENTAGE
OF POPULATION OF THE U.S. AN INDEX OF 100 WOULD
INDICATE A FLAT MARKET--SALES AND POPULATION ARE
EQUAL. AN INDEX OF LESS THAN 100 WOULD INDICATE A
POOR SALES MARKET--SALES ARE LESS THAN THE
POPULATION, AND AN INDEX OVER 100 INDICATES A
STRONG SALES MARKET
 % POPULATION % SALES BDI COMMENTS
 6.28 6.28 100 FLAT SAL MKT
 6.84 10.71 157 STRONG SAL MKT
 10.06 8.34 83 WEAK SAL MKT

33. 33
Brand and Category Analysis
Percentage of product
category total sales in market
Percentage of total U.S.
population in market
CDI = X 100
Brand Development Index

34. 34
Brand and Category Analysis
High market share
Good market
potential
High market share
Monitor for sales
decline
Low market share
Good market
potential
High
CDI
Low
CDI
Low market share
Poor market
potential
High BDI Low BDI

35. 35
Brand and Category Analysis
The market usually represents
good sales potential for both
the product and the brand.
The category isn’t selling well
but the brand is; may be a
good market in which to
advertise but should be
monitored for sales decline.
The product category shows
high potential but the brand
isn’t doing well; the reason
should be determined.
High
CDI
Low
CDI
Both the product category and
the brand are doing poorly;
not likely to be a good place
to advertise.
High BDI Low BDI

36. 36
Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure
Coverage
Exceeding
Market
Partial
Market
Coverage
Full
Market
Coverage
Target
Market
Proportion

37. 37
Three Scheduling Methods
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

38. 38
Reach and Frequency
Reach of Two Program
Reach of One Program
Unduplicated Reach of Both
Duplicated Reach of Both
Total market audience reached Total market audience reached
Total reached with both shows Total reach less duplicate

39. 39
Graph of Effective Reach
Exposures
Percentage
Reach
0 5 10 15
25%
20%
15%
10%
5%
0%
Ineffective
Reach
Effective
Reach
Ineffective
Reach

40. 40
Marketing Factors Important to
Determining Frequency
 Brand history
 Brand share
 Brand loyalty
 Purchase cycles
 Usage cycle
 Competitive share of voice
 Target group

41. 41
Message or Creative
Factors Important to
Determining Frequency
 Message complexity
 Message uniqueness
 New vs. continuing campaigns
 Image versus product sell
 Message variation
 Wearout
 Advertising units

42. 42
Media Factors Important to
Determining Frequency
 Clutter
 Editorial environment
 Attentiveness
 Scheduling
 Number of media used
 Repeat Exposures

43. 43
Determining Relative
Cost of Media
Cost of ad space
(absolute cost)
Circulation
CPM = X 1,000
Cost per thousand (CPM)

44. 44
Determining Relative
Cost of Media
CPRP =
Cost of commercial time
Program rating
Cost per rating point (CPRP)

45. 45
COST OF MEDIA
MAGAZINE
 PER-PAGE COST $156,000
 CIRCULATION 4.0MM
 CALCULATION OF CPM 156,000 X 1,000
4,000,000
 CPM $39.00
 BROADCAST
 COST PER-PER SPOT AD $3,500
 RATING 11
 REACH (HOUSEHOLDS) 109,000
 CALCULATION $3,500/11
 CPRP $318.18

46. 46
COST OF MEDIA--
CONTINUED
 NEWSPAPER
 COST PER PAGE $32,205
 COST PER INCH $268.60
 CIRCULATION 499,000
 CALCULATION
 CPM PAGE COST X 1,000
CIRCULATION
 CPM $32,205 X 1,000
499,000
$64.54

47. 47
CHARACTERISTICS OF MEDIA
 MATCHING OF MEDIA TO MARKETS
 EACH MEDIA HAS ITS OWN
CHARACTERISTICS THAT MAKES IT
BETTER OR WORST FOR ATTAINING
SPECIFIC OBJECTIVES