Adv 206 spring 14 class 16 media basics

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Adv 206 spring 14 class 16 media basics

  1. 1. ADVERTISING PRACTICE IN A DIVERSE SOCIETY Discussion 15 Channels of Communication March 27, 2014
  2. 2. Name tags and team tags out Cell phones off Campaign project –  Situation Analysis/Persona  Media Plan – Workshop coming up; how to prepare Updated syllabus on BB Exam HOUSEKEEPING
  3. 3. Media’s different look and media’s not-so-different look, i.e. traditional views and contemporary The media landscape Fundamentals of media strategy TODAY WE’LL EXPLORE
  4. 4. A NEW SECTION. A NEW CREATIVE? Advertising Practice in a Diverse Society
  5. 5. MEDIA, MEDIA EVERYWHERE Media/Medium Media vehicles Mass media Broadcast Narrowcast Niche Addressable
  6. 6. A NEW CREATIVE?
  7. 7. A NEW CREATIVE?
  8. 8. A NEW CREATIVE?
  9. 9. A NEW CREATIVE?
  10. 10. A NEW CREATIVE?
  11. 11. A NEW LOOK AT MEDIAPAID, EARNED, OWNED
  12. 12. PAID, EARNED, OWNED
  13. 13. Technically, what do we mean by media?  Refers to the way – the mode that messages are delivered to target audiences and increasingly, back to brands and among other audience members  The bridge between the advertiser and the audience  The go-between step in the communications model MEDIA, BY THE BOOK
  14. 14. Principle: every technological advance has threatened older media, and every new medium is launched in the footprints of its predecessor media. MEDIA IS EVOLVING Print Era Broadcast Era Digital Era
  15. 15. THE MEDIA LANDSCAPE Up to 200 TV channels in some markets Print is still a strong and viable category There are millions of websites Totally new media forms
  16. 16. THE MEDIA LANDSCAPE Hundreds of channels in some markets Print is still a strong and viable category There are millions of websites Totally new media forms Totally new media forms
  17. 17. “Traditional” Media THE MEDIA LANDSCAPE Print Media
  18. 18. “Traditional” Media THE MEDIA LANDSCAPE Print Media • Newspaper • Magazine • Outdoor • Posters • Inserts Print provides more information, richer imagery, and longer, more in-depth messages than broadcast. Often used to generate cognitive responses. More flexible, less fleeting, more engaging when targeted to special interest audiences. Print can engage senses (sight, touch and smell).
  19. 19. “Traditional” Media THE MEDIA LANDSCAPE Newspaper
  20. 20. “Traditional” Media THE MEDIA LANDSCAPE Newspaper Primary function: news; so useful for sales, events, “newsy” advertising. Local, mass media but can target consumer groups. Readership declining especially among youth. 50% of Americans read the newspaper daily. Readers usually older with higher income, education. Can connect national brands to a locale. Use to announce something new and target local markets. ABC, Simmons measures circulation and readership
  21. 21. “Traditional” Media THE MEDIA LANDSCAPE Magazine
  22. 22. “Traditional” Media THE MEDIA LANDSCAPE Magazine Over 90% of all US adults read one magazine a month and spend 44 minutes an issue. Targeted content and quality of reproduction is greatest asset. Consumer and business choices: general, biz, vertical biz, women’s, men’s, shelter. Use magazines to target people with special interests. Controlled circulation, uncontrolled. Consider reader profile, geography, editorial. SRDS, ABC, MRI, Simmons, S tarch, Gallup
  23. 23. “Traditional” Media THE MEDIA LANDSCAPE Outdoor
  24. 24. “Traditional” Media THE MEDIA LANDSCAPE Outdoor Billboards, balloons, buses, shelters, kiosks, airport displays, on-premise signs. Situational: can target specific people at a specific place, or at a time when they’re most interested. Use as reminder advertising, new product introduction, leverage or counter a routine. Use outdoor to target audiences on the move and to provide directional information. Outdoor effective for “shock value” and high impact – the “big stage” effect.
  25. 25. “Traditional” Media THE MEDIA LANDSCAPE Broadcast • Radio • TV/video • Movie
  26. 26. “Traditional” Media THE MEDIA LANDSCAPE Broadcast • Radio • TV/video • Movie Ads typically bought in units of time. Utilizes sight, sound, and motion. Entertaining and informative. Uses emotion to elicit feelings and repetition to intensify memory.
  27. 27. “Traditional” Media THE MEDIA LANDSCAPE Radio More than 10,000 stations mostly serving local markets: AM, FM, public, cable, satelli te, web; every household has a radio.
  28. 28. “Traditional” Media THE MEDIA LANDSCAPE Radio More than 10,000 stations mostly serving local markets: AM, FM, public, cable, satelli te, web; every household has a radio. Tightly targeted based on geos and special interest: news, religion, talk, ethnic, music genres. Radio engages the imagination, i.e. drama via “theater of the mind”; more personal. Often an “in-transit” medium. Daypart strategy; audiences by time of day so timing critical. Delivers high frequency through repetition, reminder capabilities; inexpensive.
  29. 29. “Traditional” Media THE MEDIA LANDSCAPE Television
  30. 30. “Traditional” Media THE MEDIA LANDSCAPE Television Reach!..98% of US homes have one or more sets; network, local, cable, pay. Heavy use by younger demo. Effectiveness determined by program viewership. Highly visual (HDTV, 3D), innovation via DVR, interactive; impactful. Good when action and movement needed. Nielsen measures local and national audiences; HUT measures exposure. Tells stories, engages emotions, creates fantasies, demos how things work or how-to. Brings brand images to life and adds personality. Issues: clutter, waste, zip and zap, irritation.
  31. 31. Digital Delta
  32. 32. Emerging, digit al media THE MEDIA LANDSCAPE Digital and interactive Internet, websites, E- mail, banner, display, video, search, soci al. URLs, portals, search engines, netcasting, broadband. E-commerce, information, social, WOM; learning and buying in one. Access to millions of sites, fast, choice, data, exchange of data, youth market. Ultimate niche medium, high selectivity for info and entertainment. Great versatility in ad formats. Brand reminder to visitors, informational and persuasive, drives traffic, default information provider, enables interactivity with brands, people, institutions. Motion, audio, low cost; widgets, apps, superstitials, microsites. Easy to track and measure, reaches people off TV/not reading, can customize/personalize messages, small
  33. 33. Emerging, digit al media THE MEDIA LANDSCAPE Websites
  34. 34. Emerging, digit al media THE MEDIA LANDSCAPE Websites News, advertising, entertainme nt; a mashup medium. Big variety of advertising formats. Selectivity by content, by behavior on site and search history; choice of content delivery, i.e. static, motion Consumers seek them out; can tune in or out. Expenses can be controlled. Fueled by search and offline advertising and promo.
  35. 35. Emerging, digit al media THE MEDIA LANDSCAPE E-mail
  36. 36. Emerging, digit al media THE MEDIA LANDSCAPE E-mail Can be very inexpensive and intrusive! Can be highly targeted, but e- mail addresses can be difficult and expensive to get. “House” or customer lists often built over time and can be a rich source of repeat business. Can use for loyalty and reward programs.
  37. 37. Emerging, digit al media THE MEDIA LANDSCAPE Social media
  38. 38. Emerging, digit al media THE MEDIA LANDSCAPE Social media Linked social sites, online communities and groups, blogs, micro-blogs, chat rooms. Builds relationships with customers and who they know. Can promote brands, incite engagement. Common interests can enable high levels of targeting and prospecting. Vector to younger markets. Information, opinion, experience, video, preference sharing. Conversations and WOM.
  39. 39. MEDIA’S KEY PLAYERS Publishers/Owners Media sales people Media rep/brokers Media researchers Media planners Media buyers Media buying companies and agencies
  40. 40. MEDIA FUNDAMENTALS ©MauroNewMedia
  41. 41. FUNDAMENTALS OF MEDIA STRATEGY Strategic Media Concepts The Basis for the Buy The Media Plan
  42. 42. FUNDAMENTALS OF MEDIA STRATEGY Strategic Media Concepts Mix: The way various types of media are strategically combined to create a certain kind of impact. Platforms: Multichannel and opportunities like: print, broadcast, social media, branded entertainment, video games and guerilla. Targets/audiences: Media planners match the target audience with the audience of a particular medium. Timing: The best time (day, week, months, season, year) to reach the target audience.
  43. 43. FUNDAMENTALS OF MEDIA STRATEGY The Basis for the Buy Very important terms to understand and remember
  44. 44. A key goal of the media plan is to reach as many people in the target audience as often as the budget allows. REACH AND FREQUENCY Reach is the percentage of the media audience exposed at least once to the advertiser’s message during a specific timeframe. Frequency is the number of times a person is exposed to an advertisement. Generally accepted: you must see/hear an ad at least three times before it can make an impact.
  45. 45. EXPOSURE = POTENTIAL How many people have the potential to see, hear or engage in your message. Remember – you are buying access to audiences…eyes, ears and minds.
  46. 46. IMPRESSIONS One person’s opportunity to be exposed one time to an ad in one specific vehicle. Think of Impressions as: One – One -- One
  47. 47. CIRCULATION AND GROSS IMPRESSIONS The total number of copies of a magazine, newspaper, etc. sold. In broadcast, this would be total audience or total viewers or listeners. Gross impressions is the ESTIMATE of total impressions across a publication’s total circulation. That includes pass-along readership or number of people in a household.
  48. 48. RATINGS AND SHARE Ratings is a percentage representing how many households a given program reaches compared to total households. A 20 rating equals 20% of all US households. Share is share of real audience, or the percent of viewers based on the number of TVs or radios turned on. A 10 share means that a given show reaches 10% of all TVs or radios turned on at a given time.
  49. 49. RATINGS AND SHARE Remember rating and share by “10 fingers” What does it mean if a TV show has a 20 rating? What does it mean if a TV show has a 40 share?
  50. 50. INTRUSIVENESS
  51. 51. The Media Plan Media placement is often the largest single cost item in the marketing communications budget, Especially for consumer goods and services. The goal of media planning is to maximize impact while minimizing cost. FUNDAMENTALS OF MEDIA STRATEGY
  52. 52. MEDIA PLAN MAKE-UP © NextMark©
  53. 53. FUNDAMENTALS OF MEDIA STRATEGY The Media Plan Mix Platforms Audiences Timing
  54. 54. ATF THE 5- POINTED STAR Relevance Authenticity Experiential Accessible Personal
  55. 55. Media is critically important because it is the link between the advertiser and the consumer. And, it carries the message. Media planning consists of research, analysis, number crunching and intuition. Reach and frequency are the most fundamental planning considerations Media has been called the new creative because of expanding consciousness, options and flexibility KEY TAKEAWAYS
  56. 56. Single Most Important Point MEDIA BEGINS AND ENDS WITH THE AUDIENCE.
  57. 57. Read Chapter 11 and 13 in the text Read headlines www.adage.com Prepare for your media workshop Optional homework – worth two extra points in your bank  Choose one media platform/channel (e.g. TV, radio, mobile, internet/websites, print, etc.) and analyze (e.g. strengths and weaknesses) it according to the “Five- pointed star”  Not more than one page BE PREPARED
  58. 58. A one-month media schedule consists of the following:  One magazine with a total circulation of 1,000  Three TV programs reach households of 1,000 each  A highway billboard with 5,000 vehicle pass-bys  A radio program with 1,000 listeners How many exposures in this media plan? 10,000 SOLVE THIS:
  59. 59. A two-month (8 week) media schedule consists of the following:  One monthly magazine with a total circulation of 1,000 and a pass-along of .5  One TV program/week reaching 1,000 households, each with an average of 2.3 people/household  A highway billboard with 5,000 vehicle pass-bys/month, each vehicle having an average of 1.8 people  A radio program with 1,000 listeners per week How many gross impressions in this media plan? 47,400 SOLVE THIS:

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