The document discusses traditional media channels used for advertising campaigns. It provides details on television, radio, outdoor, print magazines and newspapers. It describes the advantages and disadvantages of each channel and notes who is involved in the media selection process such as media planners, buyers and clients. The document also briefly discusses developing logical media combinations and shifts toward non-business media for B2B advertising.

1. Traditional
Media Channels
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2. Media Strategy
The process of analyzing and
choosing media for an advertising
and promotional campaign to
maximise the “reach” and “impact”
among the TG.
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3. People Involved in Media
Selection
Media Buyer
Media Planner
Account
Creative
Executive
Client
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4. People Involved in Media Selection
Media Planner
• Formulates media program
• Conducts research on
audience characteristics
• Matches media with target
market characteristics
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5. People Involved in Media Selection
Media Buyer
• Works closely with media
planner
• Purchases media time and
space
 Agency size not related to media
price, quality
 Culture and experience important
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6. Traditional Media Selection
• Broadcast media
 Television
 Radio
• Outdoor
• Print media
 Magazines
 Newspapers
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7. Television
Advantages Disadvantages
• High reach • Clutter
• High frequency • Channel surfing
potential during
• Low cost per contact commercials
• Creative • Short amount of
opportunities copy
• High intrusion value • High cost per ad
• Segmentation • Low recall due to
possibilities clutter
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8. Nielsen Ratings
• Measure TV audience
• Determines ad rates
• Nielsen rating – number of
households tuned into a program
• Share – number of households with
TV on watching a particular program.
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9. Televisionads
Local/Regional TV
• Excellent for local and
regional companies
• National brands – spot TV
ads
• Can generate higher GRPs
at lower costs
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10. Radio
Advantages Disadvantages
• Low cost per spot • Short exposure
• Low production cost time
• Use of music • Low attention
• High segmentation • Poor national
potential audience capability
• Flexibility in making • Target duplication
new ads in many areas
• Ability to modify ads
quickly and locally
• DJ intimacy
• Mobility
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11. Outdoor
Advantages Disadvantages
• Large ads • Legal limitations
• Select geographic • Short-exposure
areas time
• Accessible for • Brief message
local ads • Limited
• Low cost per segmentation
impression • Cluttered travel
• Broad reach routes
• High frequency
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12. Magazines
Advantages Disadvantages
• High segmentation • Long lead time
• High color quality • Little flexibility
• Long life • High cost
• Direct response • Clutter
techniques • Declining
• Read during readership
leisure
• Longer attention to
ads
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13. Newspapers
Advantages Disadvantages
• Priority to local ads • Clutter
• Coupons and • Short time span
special response • Poor quality
ads reproduction
• High credibility • Limited audience
• Strong audience • Poor national
interest buying
• Longer copy procedures
• High flexibility
• Cumulative volume
discounts
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14. Developing Logical Combinations of
Media
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15. U.S. Advertising Expenditures by
Media for Coca-Cola

16. B-to-B Advertising
• Shift in media buys
 Approximately half of all b-to-b ad spends
are in non-business environments
• Reasons for shift
 Business decision makers are consumers.
 Business decision makers are difficult to
reach at work.
 Clutter among business outlets.
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17. B-to-B Advertising
• Television – 25.4%
• Radio – 6.7%
• Outdoor – 3.0%
• Magazines
 Business publications – 26.0%
 Consumer magazines – 11.5%
• Newspapers – 18%
• Internet – 9.6%
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