Media Terminology Print Media - Publications such as newspapers, magazines, direct mail, outdoor, and the like. Media Vehicle - The specific message carrier, such as the Washington Post or Tonight Show. Coverage - The potential audience that might receive the message through the the vehicle. Reach - The actual number of individual audience members reached at least once by the vehicle. Frequency - The number of times the receiver is exposed to vehicle in a specific time period.
Transcript
Media Terminology
Print Media - Publications such as newspapers, magazines, direct mail, outdoor, and the like.
Media Vehicle - The specific message carrier, such as the Washington Post or Tonight Show.
Coverage - The potential audience that might receive the message through the the vehicle.
Reach - The actual number of individual audience members reached at least once by the vehicle.
Frequency - The number of times the receiver is exposed to vehicle in a specific time period.
Television Characteristics
AdvantagesMass coverageHigh reachImpact of sight,
sound, and motionHigh prestigeLow cost per
exposureAttention gettingFavorable image
DisadvantagesLow selectivityShort message lifeHigh absolute costHigh production costsClutter
Television Advantages Creativity and Impact
High ImpactSight-Sound-Motion
Coverage and Cost EffectivenessMass CoverageHigh Reach
Captivity and AttentionAttention GettingFavorable Image
Selectivity and FlexibilityHigh PrestigeLow Exposure Cost
Television Disadvantages
Cost
Lack of Selectivity
Fleeting Message
Clutter
Limited Viewer Attention
Distrust and Negative Evaluation
TV Dayparts
7:00 AM - 9:00 AM Mon. - Fri.
9:00 AM - 4:30 PM Mon. - Fri.
4:30 PM - 7:30 PM Mon. - Fri.
7:30 PM - 8:00 PM Sun. - Sat.
8:00 PM - 11:00 PM Mon. - Sat.
7:00 PM - 11:00 PM Sun.
11:00 PM - 11:30 PM Mon. - Fri.
11:30 PM - 1:00 AM Mon. - Fri.
Morning
Daytime
Early fringe
Prime-time access
Prime time
Prime time Sun.
Late news
Late fringe
Measuring TV AudiencesAudience Measures
Measured by rating servicesSize and composition indicated
Television HouseholdsNumber of HH that own a TVUsually total HH in a market
Program RatingPercentage of TV HH tuned to a show“Rating point” = 1 percent of TV HH
Households Using TV (HUT)Percentage of homes in an area watching
TV at a given timeShare of Audience
Percentage of HUT tuned to a show
Use TV Only If . . .The budget is large enough to produce high
quality commercials.
The media budget is sufficient to generate and sustain the number of exposures needed.
The market is large enough and reachable efficiently through a specific network, station, or program.
There’s a genuine need for a medium with high creative potential to exert a strong impact.
Radio Differs from TV
Offers only an audio message.
Is more limited communication.
Costs much less to produce.
Costs much less to purchase.
Has less status and prestige.
Radio Broadcasting . . .
Radio CharacteristicsAdvantages
Local coverageLow costHigh frequencyFlexibleLow production costsWell-segmented
ReachReaches young, affluent audiences very quickly
Frequency Very high frequency of impressions, especially up-
scaleFlexibility
Many positions available to reach specific groupsCost
Lowest cost per exposure of any major ad mediumImpact
Size, shape, lighting, motion, and special impressions
Outdoor Advertising AdvantagesWide Local Coverage
Broad base of day and night local exposureFrequency
High exposure for frequently purchased goodsGeographic Flexibility
Can be placed on highways, near stores, etc.Creativity
Use of color, size, shape, and movementCreation of awareness
Use of short, high-impact messagesEfficiency
CPM very competitive with other mediaEffectiveness
Can often lead directly to sale of the goodsProduction Capability
Technology has reduced production times
Other Out-of-Home MediaAerial Advertising
Sky BannersSky WritingBlimps
Mobile BillboardsTrucksVansTrailers
In-Store MediaSignsVideoKiosks
Special Outdoor MediaParking metersATM displaysTrash cansSki lift polesCar top signsSidewalk signsGarden plantingsWall drawings
Transit Advertising Advantages
Inside CardsPlaced above seatsIn luggage areas
Outside PostersOn the sides, backs, roofsOn busses, taxis, trains, etc.
Station, Platform, Terminal PostersFloor displaysIsland showcasesElectric signs, etc.
Specialty AdvertisingA medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.
Unlike premiums, with which they are sometimes confused, these articles are always distributed free: Recipients don’t have to earn the specialty by making a purchase or contribution.
Yellow Page Advertising
Advantages
Wide Availability
Action Oriented
Low Cost
Frequency
Non-Intrusiveness
Disadvantages
Market Fragmentation
Timeliness
Lack of Creativity
Lead Times
Clutter
Movie, Videotape Ads
AdvantagesHigh ExposureAudience MoodCost (Maybe)Good RecallLack of ClutterProximity
DisadvantagesHigh absolute costTime of exposureLimited appealLack of controlPublic reactionsCompetitionNegative placements
In-Flight TV Commercials
Advantages
A Desirable Audience
A Captured Audience
Low Relative Cost
Segmentation Possibilities
Disadvantages
High Potential for Irritation
Limited Availability of Medium
Lack of Audience Attention
Potential for Rapid Wearout
Internet / Interactive Media CharacteristicsAdvantages
User selects product information
User attention and involvement
Interactive relationship
Direct selling potentialFlexible message
platform
DisadvantagesLimited creative
capabilitiesWeb snarl (crowded
access)Technology
limitationsFew valid
measurement techniques
Limited reach
Internet AdvertisingSponsorship
Ownership of an entire site or pageBanner Ads
A portion of another owner’s pagePop-Ups
Small windows that appear automaticallyInterstitial
Ads appearing while waiting for a page to loadPush Technologies or Webcasting
Automatic or unsolicited message deliveryLinks
Hypertext links to other sites, pages or locations
Internet Direct MarketingDirect Mail
Highly targetedRelies on e-mail listsAttempts to reach those with specific
needsOften used by catalogers
Marketing Databases on the Net Companies build or acquire a databaseThe database is sold to subscribersDelivery may be on- or off-line
Internet Direct MarketingInfomercials
Program content similar to television, cable or satellite
Web provides for greater audience interaction
E-CommerceRapid growth rates likely to continueCDs, books, travel are main categoriesClothing, cars, financial services are all
gaining ground
Measures of EffectivenessKEY TERMS
Hits• Number of requests for a site component
Viewers• Number of visits to a site
Unique visitors• Number of different visitors per period
Clicks (Click-throughs)• Number of visitors clicking on a banner ad
Click-through rate• Ratio of click-throughs from an ad to a page at the
advertiser's website
Impressions per page views• Number of times viewers view a page
Sales Promotion
An extra incentive to buy
An inducement to intermediaries
Targeted to different parties
“A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”
Sales Promotion VehiclesConsumer-Oriented
Samples
Coupons
Premiums
Contests/sweepstakes
Refunds/rebates
Bonus packs
Price-offs
Event sponsorship
Trade-Oriented
Contests, dealer incentives
Trade allowances
Point-of-purchase displays
Trading programs
Trade shows
Cooperative advertising
Sales Promotion Uses
Introduce new productsGet existing customers to buy moreAttract new customersCombat competitionMaintain sales in off seasonIncrease retail inventoriesTie in advertising and personal sellingEnhance personal selling efforts
Objectives of Consumer-Oriented Sales Promotion
To Obtain Trial and Purchase
To Increase Consumption of an Established Brand
To Defend (Maintain) Current Customers
To Target a Specific Segment
Trade-Oriented SalesPromo Objectives
Obtain Distribution of New ProductsMaintain Trade Support for Existing
ProductsEncourage Retailers to Display Existing
BrandsBuild Retail Inventories
Types of Trade-Oriented PromotionsContests and IncentivesTrade Allowances
