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IMC Media Strategy Implementation

The document discusses the implementation of an Integrated Marketing Communications (IMC) strategy, emphasizing the importance of coordination and consistency across various communication channels. It outlines different media types used in IMC, including television, radio, print, and digital, along with their advantages and limitations. Additionally, it addresses audience measurement techniques and trends in media consumption, highlighting the shift towards digital formats and the growth of targeted advertising.

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IMC Media Strategy Implementation Overview
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
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
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
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
The Media of IMC (planned) Television Radio Print Telephone Newspapers Newspapers & Magazines Media Mail Magazines Cinema Internet Out of home Outdoor
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.    
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
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
Relative Degrees of Media Intrusiveness (Fig. 11-3) For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/IrwinBrands
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.  
Media • Media  aXract  audiences   • Audiences  aXract   adver&sers   • Media  aXracts  Adver&sers’   money  
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
  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  
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  
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  
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.
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  
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    
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  
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  
Problems with TV •  “High”  entry  cost   •  Low  selec&vity  with  high  reach   •  Poten&al  waste   •  Personal  (digital)  video  recorders  
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  
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    
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.        
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)      
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  
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  
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  
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
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  
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)  
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)  
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?  
Print Media Newspapers   §  broadsheets   §  tabloids   Magazines   §  paid-­‐circula&on  publica&ons   §  controlled-­‐circula&on  publica&ons   Directories  
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    
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)    
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.    
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  
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  
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  
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  
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    
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  
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  
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)    
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
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?  
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  
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  
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  
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
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
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/
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    
Email §  Email  Adver&sing   §  Viral  Marke&ng   §  Loyalty  Programs   §  Spam  (ADMA  –  opt  in/opt  out)   §  Instant  Messaging   What  are  examples  for  each  of  these?    
Other Mass Media •  Cinema   •  Ambient   •  Alterna&ve  Media  
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)    
Out  Door  Adver&sing   Key  formats:   •    posters   •    street  furniture   •    sport  stadiums   •    transport   •    Ambient  media   Source:  Outdoor  Media   Associa&on    
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    
Ambient Advertising Overview
Background •  The term ‘ambient advertising’ was first applied during the early nineties when clients began demanding ‘something a bit different’ in their advertising.
Definition •  The placement of unique advertising in unusual and unexpected places often using unconventional methods to communicate to target markets.
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
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
Ambient - Liberty Financial House Source: http://www.picturethis.com.au/page.asp?cid=81 Example Ambient Balloon Advertising Sydney, Australia
Ambient - Poster
Ambient – Toilet Care
Ambient - Gillette
Ambient – Earth Day
Alternative Media §  Brand  Funded  Entertainment   §  Mobile  Communica&on   §  Video  Games   §  Hypertags/  Mobile  Barcodes     What  are  examples  for  each  of  these?  
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
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      
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      
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  
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

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IMC Media Strategy Implementation

  • 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, multitasking, 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 ofIMC (planned) Television Radio Print Telephone Newspapers Newspapers & Magazines Media Mail Magazines Cinema Internet Out of home Outdoor
  • 7.
    The Role ofMedia 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. NicheMedia 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 CommunicationMatrix 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 ofMedia Intrusiveness (Fig. 11-3) For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/IrwinBrands
  • 11.
    Ways to MinimiseMedia 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 TVAudience 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 SurveyOzTAM •  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 / Limitationsof 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 DigitalTV 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 ofnoise ….. •  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 toAdvertise 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 DigitalRadio 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. YellowPages) 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 independentof 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 PrintReadership •  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 / Limitationsof 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.
  • 63.
    Background •  Theterm ‘ambient advertising’ was first applied during the early nineties when clients began demanding ‘something a bit different’ in their advertising.
  • 64.
    Definition •  Theplacement of unique advertising in unusual and unexpected places often using unconventional methods to communicate to target markets.
  • 65.
    Reasons for growthin 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 •  Messageson 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 - LibertyFinancial House Source: http://www.picturethis.com.au/page.asp?cid=81 Example Ambient Balloon Advertising Sydney, Australia
  • 68.
  • 69.
  • 70.
  • 71.
  • 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-mediadecisions 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 welcometo 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