8/9/2019 Media Channels

1/18

Media Channels

Types of Media8-1

8/9/2019 Media Channels

2/18

8/9/2019 Media Channels

3/18

Bro adcast me dia

Radi o

Te le visi o nNarr ow -cast me dia(Vid eo and cabl e TV, C in em a , ad film s)

8-3

8/9/2019 Media Channels

4/18

O th e r Me dias

O utd oo r me dia

Spe cialit y me dia: T-shirts , butt o ns , C a p s ,stic ke rs , badg e s e tcDir e ct Adv e rtising o r Dir e ct m ar ke tingInt e rn e t: Me dia of th e n ew Mille n e u m

8-4

8/9/2019 Media Channels

5/18

What Ma ke s Effe ctiv e A dv e rtising?

SoundStrategy

ConsumersView Persuasive

DoesntOverwhelm

Deliver onPromises

BreakClutter

EffectiveAdvertising

8/9/2019 Media Channels

6/18

Me dia Te rm s

Re achFr eq u e nc y

Gro ss rating po intsRatingsCo ntinuit yI mp re ssi o ns

8-6

Achi e ving Adv e rtising O bj e ctiv e s

8/9/2019 Media Channels

7/18

8-7

Me dia Se le cti o nPe rc e ntag e w h o indicat e d th ey we re ve ry att e ntiv et o brand me ssag e s b y vari o us me dia

Wo rd- of -mo uth 63%Sa mp ling 45%In-st o re 32%Mass me dia 27%

TV, Radi o, New s p a pe rs , Magazin e s , O utd oo rSpo ns o rshi p 23%

Alt e rnativ e me dia 18% Viral , gu e rrilla , e tc.

Public r e lati o ns 15%O nlin e 10%Dir e ct m ail 7%

Source: David Kaplan, Study: Masses Still Tuned in to Mass Media, Adweek, Vol. 44 , No. 42 (October27 , 2003) , p. 12 .

8/9/2019 Media Channels

8/18

Traditi o nal Me dia Se le cti o n

Bro adcast me diaTe le visi o nRadi o

O utd oo rPrint me dia

Magazin e sNew s p a pe rs

8-8

8/9/2019 Media Channels

9/18

Te le visi o n

High re ach

High freq u e nc ypo t e ntialLow co st pe r co ntactCr e ativ eoppo rtuniti e sHigh intrusi o n valu eSe g me ntati o n po ssibiliti e s

Clutt e r

Chann e l sur fing during comme rcialsSh o rt a mo unt ofcopyHigh co st pe r adLow re call du e t oclutt e r

Advantag e s Disadvantag e s

8-9

8/9/2019 Media Channels

10/18

Nie ls e n Ratings

Me asur e TV audi e nc e

De t e rm in e s ad rat e sNie ls e n rating nu m b e r of h o us e h o lds tun e d int o a p ro gra mShar e nu m b e r of h o us e h o lds w ith TVo n w atching a p articular p ro gra m .

8-10

8/9/2019 Media Channels

11/18

8-11

Ame rican Id o l $658 ,333 16.2Surviv o r $412 ,833 10.8CSI: Mia m i $374 ,231 10.0Eve ryb o d y Lo ve s Ra ymo nd $315 , 850 9.8Two and a Hal f Me n $249 ,017 9.6

La w and O

rd e r $227 ,500 8.3

Sources: Average Price of a 30- second Ad for Fall 2004 , The Futon Critic,Http://www.thefutoncritic.com , March 29 , 2005; Nielsen Media Research Top 20 ,

Http://tv.yahoo.com/nielsen , March 29 , 2005 .

TV Sh owCo st

30 Se cond AdNie ls e nRating

Co st of a 30-s e co nd Adand Nie ls e n Rating

8/9/2019 Media Channels

12/18

Radi o

Low co st pe r s po t

Low p ro ducti o n co stUs e of m usicHigh s e g me ntati o n po t e ntialFlex ibilit y in m a king n ew ads

Abilit y t o mo di fy ads q uic k ly and lo call yDJ inti m ac yMo bilit y

Sh o rt expo sur e

ti meLow att e nti o nPoo r nati o nal audi e nc e ca p abilit yTarg e t du p licati o n in m an y ar e as

Advantag e s Disadvantag e s

8-12

8/9/2019 Media Channels

13/18

O utd oo r

Larg e ads

Se le ct g eo gra p hic ar e as Acc e ssibl e fo r lo cal adsLow co st pe r imp re ssi o nBro ad re achHigh freq u e nc y

Le gal lim itati o ns

Sh o rt- expo sur eti meBri ef me ssag eLim it e d s e g me ntati o nClutt e re d trav e l ro ut e s

Advantag e s Disadvantag e s

8-13

8/9/2019 Media Channels

14/18

Magazin e s

High s e g me ntati onHigh co lo r q ualit yLong lifeDir e ct re s po ns et e chni q u e sRe ad during le isur eLong e r att e nti o n t oads

Lo ng le ad ti meLittl e f lex ibilit yHigh costClutt e rDe clining re ad e rshi p

Advantag e s Disadvantag e s

8-14

8/9/2019 Media Channels

15/18

New s p a pe rs

Pri o rit y t o lo cal ads

Co u po ns and s pe cial re s po ns e adsHigh cr e dibilit yStr o ng audi e nc eint e re st

Lo ng e r copyHigh flex ibilit yCu m ulativ e vo lu medisc o unts

Clutt e r

Sh o rt ti me s p anPoo r q ualit yrep ro ducti o nLim it e d audi e nc ePoo r nati o nal bu ying p ro ce dur e s

Advantag e s Disadvantag e s

8-15

8/9/2019 Media Channels

16/18

8-16

Me dia Mix - Unit e d Stat e s

Radio, 3.0%Television,

47.2%

Magazines,20.9%

Internet,5.3%

Outdoor,

2.2%Newspapers

, 21.4%

Source: 100 Leading National Advertisers, Advertising Age (June 29 , 2004) , pp. 1-5 .

8/9/2019 Media Channels

17/18

B-t o -B Adv e rtising

Te le visi o n 25.4%Radi o 6.7%

O utd oo r 3.0%Magazin e s

Busin e ss p ublicati o ns 26.0%Co nsu me r m agazin e s 11.5%

New s p a pe rs 18%Int e rn e t 9.6%

8-17

8/9/2019 Media Channels

18/18

Me dia Se le cti o n

Int e rnati o nal Mar ke ts

Me dia impo rtanc e vari e sMe dia view ing habits var yMe dia bu ying is di ffe re ntCultural mo re s var y

8-18