3. Traditional Media
Satellite radio
stations
2
Broadcast
networks (TV
and cable)
100
TV stations
3,510
Consumer
magazines
5,340
Newspapers
(daily and
weekly)
8,100
Radio stations
13,898
4. Media Terminology
A series of decisions involving the delivery
of messages to audiences
A series of decisions involving the delivery
of messages to audiences
Media
Planning
Media
Planning
Goals to be attained by the media strategy
and program
Goals to be attained by the media strategy
and program
Media
Media
Objectives
Objectives
Decisions on how the media objectives can
be attained
Decisions on how the media objectives can
be attained
Media
Strategy
Media
Strategy
Various categories of delivery systems,
including MMeeddiiaa broadcast and print media
Various categories of delivery systems,
including broadcast and print media
Either radio or television network or local
station broadcasts
Either radio or television network or local
station broadcasts
Broadcast
Media
Broadcast
Media
5. Media Terminology
Publications, such as newspapers,
magazines, direct mail, outdoor, etc.
Publications, such as newspapers,
magazines, direct mail, outdoor, etc.
Print
Media
Print
Media
The specific carrier within a medium
category
The specific carrier within a medium
category
Media
Vehicle
Media
Vehicle
Number of different audience members
exposed RReeaacchh at least once in a time period
Number of different audience members
exposed at least once in a time period
The potential of audience that might
The potential of audience that might
receive the message through the vehicle
CCoovveerraaggee receive the message through the vehicle
Number of times the receiver is exposed to
Number of times the receiver is exposed to
the media vehicle in a time period
FFrreeqquueennccyy the media vehicle in a time period
6. Developing the Media Plan
Marketing
strategy plan
SSeettttiinngg mmeeddiiaa oobbjjeeccttiivveess
DDeetteerrmmiinniinngg mmeeddiiaa ssttrraatteeggyy
Creative
strategy plan
SSeelleeccttiinngg bbrrooaadd mmeeddiiaa ccllaasssseess
Selecting Selecting mmeeddiiaa wwiitthhiinn ccllaassss
Media use decision
Media use decision
— print
— print
Situation
analysis
Media use decision
Media use decision
— broadcast
— broadcast
Media use decision
— other media
Media use decision
— other media
Marketing
strategy plan
Situation
analysis
Creative
strategy plan
7. Media Planning Difficulties
Measurement
Measurement
Problems
Problems
Lack of
Information
Lack of
Information
Inconsistent
Inconsistent
Terms
Terms
Time
Pressure
Time
Pressure
Problems
in Media
Planning
Problems
in Media
Planning
8. Developing a Media Plan
AAnnaallyyzzee tthhee mmaarrkkeett
EEssttaabblliisshh mmeeddiiaa oobbjjeeccttiivveess
DDeevveelloopp mmeeddiiaa ssttrraatteeggyy
IImmpplleemmeenntt mmeeddiiaa ssttrraatteeggyy
EEvvaalluuaattee ppeerrffoorrmmaannccee
9. Analyzing Market Potential
Index Number
Percentage of users
in a demographic segment
Percentage of population
Index = X 100
in the same segment
10. Brand and Category Analysis
Brand Development Index
Percentage of brand to total
U.S. sales in market
Percentage of total U.S.
population in market
BDI = X 100
11. Brand and Category Analysis
Category Development Index
Percentage of total product
category sales in market
Percentage of total U.S.
population in market
CDI = X 100
12. Test Your Knowledge
In calculating both the brand development index
(BDI) and the category development index (CDI), a
media planner obtains the following results: Low BDI
and High CDI. What do these results imply?
A) High market share; good market potential
B) Low market share; good market potential
C) High market share; monitor for sales decline
D) Low market share; poor market potential
13. Brand and Category Analysis
High market share
Good market
potential
High market share
Good market
potential
Low CDI High CDI
High BDI
Low BDI
Low market share
Good market
potential
Low market share
Good market
potential
High market share
Monitor for sales
decline
High market share
Monitor for sales
decline
Low market share
Poor market
potential
Low market share
Poor market
potential
14. Brand and Category Analysis
The market usually
represents good sales
potential for both the
product and the brand.
The market usually
represents good sales
potential for both the
product and the brand.
Low CDI High CDI
High BDI
Low BDI
The product category
shows high potential but
the brand isn’t doing well;
the reason should be
determined.
The product category
shows high potential but
the brand isn’t doing well;
the reason should be
determined.
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 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.
Both the product category
and the brand are doing
poorly; not likely to be a
good place to advertise.
Both the product category
and the brand are doing
poorly; not likely to be a
good place to advertise.
15. Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure
Target
Market
Proportion
Full
Market
Coverage
Partial
Market
Coverage
Coverage
Exceeding
Market
20. Marketing Factors Determining Frequency
Target
Group
Target
Group
Brand
History
Brand
History
Brand
Loyalty
Marketing
Factors
Share of
Voice
Share of
Voice
Usage
Cycle
Purchase
Cycles
Purchase
Cycles
Brand
Loyalty
Brand
Share
Brand
Share
Usage
Cycle
Marketing
Factors
21. Message Factors Determining Frequency
MMeessssaaggee CCoommpplleexxiittyy
MMeessssaaggee UUnniiqquueenneessss
NNeeww VVss.. CCoonnttiinnuuiinngg CCaammppaaiiggnnss
IImmaaggee VVeerrssuuss PPrroodduucctt SSeellll
MMeessssaaggee VVaarriiaattiioonn
WWeeaarroouutt
AAddvveerrttiissiinngg UUnniittss
Message
or Creative
Factors
Message
or Creative
Factors
22. Media Factors Determining Frequency
CClluutttteerr
Number of
Media Used
Number of
Media Used
Repeat
Exposure
Repeat
Exposure
Editorial
Environment
Editorial
Environment
SScchheedduulliinngg
AAtttteennttiivveenneessss
Media
Factors
23. Flexibility in Media Planning Strategies
Market
Market
opportunities MMaarrkkeett tthhrreeaattss
opportunities
Availability of
Availability of
media
media
Changes in
media or media
Changes in
media or media
vehicle
vehicle
FFlleexxiibbiilliittyy
24. Test Your Knowledge
Why should an effective media strategy be flexible?
A) Due to the potential development of new
advertising media
B) Due to an alteration of a competitor's
media schedule
C) Due to the unavailability of the desired
medium
D) Due to a drop in the ratings of a show
previously on the media schedule
E) Due to all of the above
25. Determining Relative Cost of Print Media
Cost per thousand (CPM)
Cost of ad space
(absolute cost)
Circulation
CPM = X 1,000
27. Determining Relative Cost of Broadcast Media
Cost per rating point (CPRP)
CPRP =
Cost of commercial time
Program rating
28. Evaluation and Follow-Up
How well did these strategies achieve
the media objectives?
How well did the media plan contribute
to attaining the overall marketing and
communications objectives?
Use again, or analyze flaws
31. Magazine Pros and Cons
AAddvvaannttaaggeess
SSeeggmmeennttaattiioonn ppootteennttiiaall
QQuuaalliittyy rreepprroodduuccttiioonn
HHiigghh iinnffoorrmmaattiioonn ccoonntteenntt
LLoonnggeevviittyy
MMuullttiippllee rreeaaddeerrss
DDiissaaddvvaannttaaggeess
Long lead time for
Long lead time for
ad placement
ad placement
VViissuuaall oonnllyy
LLaacckk ooff fflleexxiibbiilliittyy
32. Newspaper Pros and Cons
AAddvvaannttaaggeess
HHiigghh ccoovveerraaggee
LLooww ccoosstt
Short lead time for
Short lead time for
placing ads
placing ads
Ads Ads can can be be placed placed in
in
interest interest sections
sections
TTiimmeellyy ((ccuurrrreenntt aaddss))
RReeaaddeerr ccoonnttrroollss eexxppoossuurree
CCaann bbee uusseedd ffoorr ccoouuppoonnss
DDiissaaddvvaannttaaggeess
SShhoorrtt lliiffee
CClluutttteerr
LLooww aatttteennttiioonn ggeettttiinngg
PPoooorr rreepprroodduuccttiioonn qquuaalliittyy
SSeelleeccttiivvee rreeaaddeerr eexxppoossuurree
35. Internet Pros and Cons
AAddvvaannttaaggeess
User selects product
User selects product
information
information
User attention and
User attention and
involvement
involvement
IInntteerraaccttiivvee rreellaattiioonnsshhiipp
DDiirreecctt sseelllliinngg ppootteennttiiaall
FFlleexxiibbllee mmeessssaaggee ppllaattffoorrmm
DDiissaaddvvaannttaaggeess
Limited creative
Limited creative
capability
capability
WWeebbssnnaarrll
TTeecchhnnoollooggyy lliimmiittaattiioonnss
Few measurement
Few measurement
techniques
techniques
LLiimmiitteedd rreeaacchh
Editor's Notes
Relation to textThis slide relates to the material on pp. 315-316.
Summary OverviewA report from the “Communications Industry Forecast” predicts that in the year 2008, over $1 trillion will be spent in communications media to reach consumers… in the United States alone.
Advertisers now define media as traditional or new. Traditional media includes television, radio, newspapers, magazines, and so on. “New” media includes such things as satellite radio, the Internet, ads on movie screens, wireless, and so on.
Expenditures on all types of advertising will grow, but “new” media will receive the lion’s share of that growth.
The bottom line is that the media environment is changing in a way never seen before. New media, new technologies that enhance existing media, and new media forms are rapidly changing the media landscape.
Use of this slideUse this slide to point out how the billions of media dollars are currently being spent, and how these expenditures are likely to shift in the future, as new forms of media gain popularity and emerge.
Relation to textThis slide relates to the material on pp. 316-317 and Figure 10-1 in the text.
Summary OverviewThe media planning process is not easy. Options include those shown on this slide, plus out-of-the-home media, such as outdoor advertising, transit advertising, and electronic billboards. A variety of other media must also be considered, including direct marketing, the Internet, promotional products, sales promotions, and in-store point-of-purchase options. A proliferation of new media includes branded entertainment, wireless, and interactive media.
Use of this slideThis slide can be used during a discussion of the many forms of media and media selection. Each form of media has advantages and disadvantages, depending on the message that the advertiser is trying to convey and the product or service being offered.
Relation to textThis slide relates to the material on pp. 317-319 of the text.
Summary OverviewThis slide shows some of the various terms used in media planning and strategy.
Use of this slideThis slide can be used to introduce and provide a brief overview of the basic terms and concepts of media planning and strategy.
Relation to textThis slide relates to the material on pp. 317-319 of the text.
Summary OverviewThis slide shows some of the various terms used in media planning and strategy.
Use of this slideThis slide can be used to introduce and provide a brief overview of the basic terms and concepts of media planning and strategy.
Relation to textThis slide relates to material on p. 319 and Figure 10-3 of the text.
Summary OverviewThe 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 slideThis 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 textThis slide relates to material on pp. 319-321 of the text.
Summary OverviewThis slide shows some of the problems that contribute to the difficulty of developing the media plan and thus may reduce its effectiveness. These problems include:
Measurement problems occur frequently and only estimates are available
Lack of information about markets and media; not measured or too costly
Inconsistent terminology usually arises from confusion or lack of standard measurements
Time pressures results in decisions being made without proper planning and analysis
Use of this slideThis slide can be used to discuss some of the problems associated with media planning that can make planning difficult or diminish its effectiveness. Although these problems complicate the media decision process, they do not render it an entirely subjective exercise.
Relation to textThis slide relates to material on pp. 321-332 and Figure 10-4 of the text.
Summary OverviewThis 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 slideThis slide can be used to introduce and briefly explain the various steps involved in the media planning process.
Relation to textThis slide relates to the material on pp. 323-325 of the text.
Summary OverviewKey questions to be answered in the market analysis stage are (1) To whom shall we advertise? (2) What internal and external factors are at work? (3) Where should we focus our promotion efforts?
There are several indices available to marketers to assist in answering these questions. The index number, using the ratio of the following variables, is considered a good indicator of market potential:
Percentage of users in a demographic segment
Percentage of population in the same segment
An index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100) or less than 100.
Use of this slideThis slide can be used to the discuss the value of raw numbers provided by such firms as the Simmons Market Research Bureau and Mediamark Research Inc. versus percentage figures and index numbers.
Relation to textThis slide relates to the material on pp. 326-328 and Figures 10-10 of the text.
Summary OverviewThe Brand Development Index (BDI), shown on this slide, helps marketers determine 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 shown on the slide, the advertiser would be able to determine the sales potential for the brand in a particular market area.The higher the BDI number, the greater the potential that exists.
Use of this slideThis 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 textThis slide relates to material on pp. 326-328 and Figure 10-11 of the text.
Summary OverviewThis slide shows the Category Development Index (CDI), which is another index that can help marketers determine 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 can determine the potential for development of the total product category in a given area.
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.
Use of this slideThis slide can be used to explain the Category Development Index.
Ans: B
Relation to textThis slide relates to material on pp. 326-328 and Figure 10-12 of the text.
Summary OverviewThis slide summarizes the use of the BDI and CDI indices as they relate to market potential and market share. As the chart shows, high BDI and CDI means there is greater market share and greater market potential. The lower these two indices are, the lower the market potential. Knowing this information helps marketers decide where their ad dollars should be spent to achieve the desired outcome.
Use of this slideThis slide can be used to further explain the use of the BDI and CDI indices. The following slide provides more detail regarding the implications of these indices.
Relation to textThis slide relates to material on pp. 326-328 and Figure 10-12 of the text.
Summary OverviewThis slide provides further insight into some of the inferences based on BDI and CDI data for a given geographic area. Some inferences regarding the market potential for the brand and the category are:
High BDI/High CDI – good sales potential for brand and product category
Low BDI/High CDI – category has high potential, but brand isn’t doing well; determine why
High BDI/Low CDI – category is not doing well, but brand is; may be a good market in which to advertise
Low BDI/Low CDI – both category and brand are not doing well, not a good market in which to advertise
Use of slideThis slide can be used to further explain the use of the BDI and CDI data. Knowing this information helps marketers decide where their advertising dollars should be spent to achieve the most impact.
Relation to textThis slide relates to material on pp. 329-330 of the text and Figure 10-14.
Summary OverviewDeveloping media strategies involves matching the coverage of the media vehicles to the target market. The chart on this slide shows the market coverage possibilities.
Chart 1 – shows the target market as a proportion of the total population.
Chart 2 – full coverage of the target market; optimal goal
Chart 3 – partial coverage, leaving some customers without exposure
Chart 4 – media coverage exceeds target audience; some coverage may be wasted
The goal of the media planner is to extend media coverage to as many of the members of the target audience as possible, while minimizing the amount of excess or wasted coverage.
Use of this slideThis slide can be used to show the various target market coverage scenarios.
Relation to textThis slide relates to material on page 330 of the text.
Summary OverviewSnow skiing is more popular in some parts of the country than in others. It would not be wise to promote skis in areas of low interest, unless the goal is to increase interest. And while it may be possible to promote an interest in skiing in Texas, a notable increase in sales is not likely, given the market’s distance from snow.
Use of this slideUse this slide to point out that weighting certain geographic area more than others may make sense, depending on the product or service being marketed and the goal of the advertising campaign.
Relation to textThis material relates to material on pp. 330-331 and Figure 10-16 of the text.
Summary OverviewThe primary objective of media scheduling is to time advertising efforts so that they will coincide with the highest potential buying periods. This slide shows the three scheduling methods available to the media planner:
Continuity – continuous pattern of advertising; every day, every week, or every month
Flighting – intermittent periods of advertising and no advertising
Pulsing – combination of the first two; continuity is maintained but at certain periods advertising is increased.
Use of this slideThis slide can be used to explain the various scheduling options available to the advertiser. The optimal scheduling schedule can be affected by buying cycles.
A continuity schedule can be appropriate with food products, household products and products consumed on an ongoing basis.
A flighting schedule is well suited to seasonal or other products that are consumed mostly during certain time periods.
A pulsing schedule may be used for products that have little sales variation from period to period, but might see some increase in certain times, such as cold beverages in the hot summer months.
Relation to textThis slide relates to material on pp. 332-334 and Figure 10-19 of the text.
Summary Overview
Because advertisers have budget constraints, they are forced to make trade-offs between reach and frequency. They must decide if they want the message seen and heard by more people (reach) or by fewer people more often (frequency). This slide shows the various concepts associate with reach and frequency.
Reach of One Program – total audience reached by one program
Reach of Two Programs – total audience reached by two programs (including duplicated reach)
Duplicated Reach of Both – duplicated reach only (those that were exposed more than once)
Unduplicated Reach of Both – total reach less duplication (exposed only once)
Use of this slide
This slide can be used to introduce the concepts of reach and frequency and the terms duplicated reach and unduplicated reach. Both of these concepts are very important to the media planner. Unduplicated reach indicates potential new exposures, while duplicated reach provides an estimate of frequency. Most media schedules consider both reach and frequency.
Relation to textThis slide relates to material on pp. 336-337 and Figure 10-22 of the text.
Summary OverviewThis slide shows a graph of effective reach which represents the percentage of a vehicle’s audience reached at each effective frequency increment. Effective reach as shown on the shaded area of this graph is between 3 to 10 exposures (though decreasing with the number of exposures). Fewer than 3 exposures is considered inefficient reach, while more than 10 is considered overexposure and thus excessive reach. The exposure level is no guarantee of effective communication as different messages may require more or fewer exposures.
Use of this slideThis slide can be used to explain the concept of effective reach and the fact that viewers may need to be exposed to a message more than once for successful communication to occur. This graph shows 3 exposures to be a minimum. However, recent literature suggests that in the current environment where consumers are exposed to thousands of daily communication messages, effective reach may now require a minimum of 12 messages. Additionally, the complexity of the message, message length, and recency of the exposure can also have an impact on effective reach.
Relation to textThis slide relates to material on pp. 336-337 and Figure 10-23 of the text.
Summary OverviewTo determine effective frequency there are numerous factors that need to be considered such as marketing factors, message and creative factors, and media factors. The marketing factors to be considered include:
Brand loyalty – inverse relationship; the higher the loyalty the less frequency required
Brand share – inverse relationship; the higher the share the less frequency required
Usage cycle – products needing to be replaced frequently require higher frequency to maintain top-of-mind awareness
Brand history – new brands require higher frequency
Share of voice – when strong competition exists, higher frequency is required
Purchase cycles – shorter purchasing cycles require higher frequency to maintain top-of-mind awareness
Target group – the ability to learn and retain messages has an impact on frequency
Use of this slideThis slide can be used to discuss the various marketing factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively.
Relation to textThis slide relates to material on pp. 336-337 and Figure 10-23 of the text.
Summary OverviewTo determine effective frequency, many factors must be considered, including:
Message complexity – the simpler the message the less frequency required
Message uniqueness – the more unique the message the less frequency required
New vs. continuing campaign – new campaigns require a higher frequency
Image vs. product sell – creating an image requires a higher frequency
Message variation – a single message requires less frequency
Wearout – higher frequency leads to faster wearout
Advertising units – larger units require less frequency
Use of this slideThis slide can be used to discuss the various message factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively.
Relation to textThis slide relates to material on pp. 336-337 and Figure 10-23 of the text.
Summary OverviewTo determine effective frequency there are many factors that need to be considered. The media factors that must be taken into consideration include:
Clutter – more clutter requires higher frequency
Repeat exposures – media that allow for more repeat exposures require less frequency
Editorial environment – the more consistent the ad is with the editorial environment the less frequency required
Number of media used – fewer media the lower the frequency required
Attentiveness – the higher the level of attention achieved by the media, the less frequency required
Scheduling – continuous scheduling requires less frequency
Use of this slideThis slide can be used to discuss the various media factors that affect the advertisers’ decisions regarding frequency levels needed to communicate effectively.
Relation to textThis slide relates to material on p. 339 of the text.
Summary OverviewThis slide shows some areas where flexibility in a media strategy may be needed to avoid lost opportunities and address new threats.
Market opportunities. Sometimes a market opportunity arises that the advertiser wishes to take advantage of.
Market threats. Internal or external factors may pose a threat to the firm, and a change in media strategy is dictated.
Availability of media. Sometimes a desired medium (or vehicle) is not available to the marketer.
Changes in media or in media vehicles. A change in the medium or in a particular vehicle may require a change in the media strategy.
Use of this slideThis slide can be used to discuss the importance of a flexible media strategy. Because of the rapidly changing market environment, strategies may need to be modified.
Ans: E
Relation to textThis slide relates to material on p. 340 of the text.
Summary OverviewAn 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 slideThis slide can be used to discuss how the relative cost of print media is calculated.
Relation to textThis slide relates to material on pp. 340-344 and Figure 10-27 of the text, which discusses the relative cost of media.
Summary OverviewThe cost per thousand may overestimate or underestimate the actual cost effectiveness. Consider a situation where some waste coverage is inevitable. The circulation exceeds the target market. If the people reached by this message are not potential buyers of the product, then having to pay to reach them results in too low a cost per thousand, as shown in Scenario A. We must use the potential reach to the target market – the destination sought – rather than the overall circulation figure.
Use of this slideThis slide can be used to discuss that most media buyers rely on target CPM, or TCPM, which calculates CPMs based on the target audience, not the overall audience.
Relation to textThis slide relates to material on pp. 340-342 of the text.
Summary OverviewAn 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 slideThis 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 textThis slide relates to p. 342 of the text.
Summary OverviewAll plans require some evaluation to assess their performance. The media plan is no exception. Any measure of effectiveness must consider the two factors shown on this slide.
Although it is difficult to measure effectiveness, it is not impossible. Even a less-than-perfect evaluation procedure is better than no attempt at all.
Use of this slideUse this slide when discussing the need to evaluation any and all media plans before using them again.
Relation to textThis slide relates to material on p. 342 and Figure 10-28 of the text.
Summary OverviewThis 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 slideThis 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. 342-343 and Figure 10-28 of the text.
Summary OverviewThis 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 slideThis 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. 342-343 and Figure 10-28 of the text.
Summary OverviewThis 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 include having a long lead time, providing only a visual message, and inflexibility.
Use of this slideThis 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. 342-343 and Figure 10-28 of the text.
Summary OverviewThis 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 slideThis 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. 342-343 and Figure 10-28 of the text.
Summary OverviewThis 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 slideThis 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 textThis slide relates to material on pp. 342-343 and Figure 10-28 of the text.
Summary OverviewThis 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 slideThis 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 textThis slide relates to material on pp. 342-343 and Figure 10-28 of the text.
Summary OverviewThis 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 slideThis 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.