9.3 Selecting the Media

Print •Magazines•Newspapers

Television

•Commercials•Infomercials

Radio •Standard radio vs. satellite radio

Internet

•Search•Ads•Web Sites•You Tube

A medium: Carries a message to an audience

Types:

Reach Number of people who are exposed

Most media set their prices on the Number of people who are exposed

Frequency Number of times message will be seen or heard

Frequency And Reach Combine To Tell You: Number Of Times Message Was Seen Or HeardSelectivity Ability of the medium to focus on a

target marketMagazines and Internet good at this

Durability Length of time an advertisement lasts

Lead-time The amount of time required to create an ad

Mechanical Requirements Technical complexity of preparing the ads.Can affect costs

Clutter Competition for the audiences’ attention

Internal Clutter: Competition within the same area, or medium

External Clutter: Competition occurring in the real world while the audience is viewing/reading/listening

Costs Costs of preparation plus space/time Costs per thousands: cost to reach 1000 people.

Factors to determine a choice in Medium

The Internet Major types:1. web sites2. Search engines: Google3. ads on other sites4. Coupons5. e-mail advertising-with permission6. You tube videos7. Social networking sites

Web Sites www can be advertised in several waysa. yellow pagesb. other adsc. search engines

Search Engines Websites that return lists when prompted by people looking for specific information

Examples: 1. Google2. yahoo3. ask4. msn

How they work: Companies pay search engines to find them when people search using pre-determined terms

However If there are no competitors for your product or service, a well constructed site will be found by certain search engines such as Google.

Advantages (9.3) 1. selectivity2. inexpensive3. mechanical requirements4. durability5. frequency

Creative use of permission based e-mail That targets a customer database is the best way to reach interested consumers

http://www.youtube.com/watch?v=2Bb8P7dfjVw

9.4- Types of Media

http://www.youtube.com/watch?v=2Bb8P7dfjVw

Over 3 million views

You Tube and Commercials:

So-called video viral marketing has exploded over the past year, thanks to increased broadband capacity and sites like YouTube, which make it easy to upload and share videos online. Indeed, seven out of 10 Internet users have watched an online video, and 30 percent of those people have shared one with friends, usually via e-mail, according to a survey by the Online Publishers Association, a research group in New York City. “Sixty-six percent of the people who watch videos online have seen an ad clip. About one-third of those viewers visited the marketer's website, and 8 percent made a purchase.A lot of that is thanks to YouTube, the dominant player in a category that includes Google (NASDAQ:GOOG) Video and AOL (NYSE:TWX). Every day, people watch more than 100 million videos on YouTube and upload 65,000 new clips. Many videos are posted by amateurs playing around with camcorders in their backyards, but sprinkled in are Hollywood movie trailers--and clips created by companies eager to capitalize on the craze.Amid such clutter, it's easy to get lost. The funnier or more creative the spot, the better, Tornquist says.

Magazines Of the 8 factors listed in section 9.3, magazines rate very high on: 1. Selectivity, 2. durabilityOn the negative side3. Lead time4. costs5. clutter

5 main parts of good magazine ad

1. headline2. illustration3. body copy4. signature5. layout

Headline Largest type, less than 7 words

Illustrations should

Continue the thought stated in the headline

Body copy Not too much unless very well done

Signature Brand identification:1. logo2. slogan3. package4. brand name

Layout The structure of the ad

Selectivity is by far the biggest advantage of Magazine advertising. You are able to know what it’s readers are interested in.

Newspapers Excellent for: local advertisers

Newspapers offer a wide variety of

Ad sizes

Why is this good? Most advertisers can afford them

Other advantages(9.3) 1. lead time2. mechanical requirements

Disadvantages 1. durability2. Clutter

Online Versions Advertising packages now include rates for the newspaper’s website

Retail

vs.

Television is a very Versatile medium

Why? Local, regional, national and international

TV’s power comes In the ability to combine sight and sound

Television advertising is: 1. effective2. expensive

Why is it expensive? Production

Disadvantages (9.3) 1. cost2. selectivity3. clutter4. durability

AIDA 1. attract the consumer’s attention2. interest3. desire4. action

Radio is Everywhere

Radio has a good Local reach

Advantages(9.3) 1. Lead time2. mechanical requirements3. selectivity

Disadvantages 1. costs2. frequency3. durability4. clutter

Out-of-home 1. Billboards2. bus3. subway

Advantages (9.3) 1. Frequency2. reach3. clutter

Disadvantages 1. selectivity2. mechanical requirements3. cost

No CommercialsSatellite Radio

Direct to home often called:

Junk Mail

2 Types: 1. Targeted campaigns2. Aggregate campaigns

Targeted campaigns

Uses information to locate potential customers

Aggregate campaigns

Use local distribution companies or telemarketers to saturate an area

Advantages (9.3) 1. reach2. costs

Disadvantages 1. selectivity2. clutter

Specialty Advertising

Also known as premium and incentive marketing

Company puts brand identification on:

1. matchbooks2. golf caps3. shirts4. pens watches5. toys

Advantages (9.3)

1. durability2. selectivity3. mechanical

requirements4. costs

Disadvantages

1. lead time2. reach3. work?