TraditionalMedia Channels

Chapter 8

8-1Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Objectives1. What activities are involved in creating

a media strategy?2. How do roles played by media planners

and media buyers differ from others in the marketing department?

3. What are reach, frequency, continuity, impressions, and CPM?

4. What are the advantages and disadvantages of the various forms of traditional media used in advertising?

5. Why is the mix of media a key part of an advertising campaign?

8-2Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

M & M’s

• Spanish Civil War – Spain• United States – 1941• Television advertising• Print advertising• Popularity of M&M characters• September 11, 2001 package• Charitable causes

Special Olympics Susan G. Komen Breast Cancer

8-3Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Chapter Overview

• Nature of media strategy• Media planning• Media buying• Media choices• B-to-B and international

media selection

8-4Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Media Strategy

8-5Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

The process of analyzing and choosing media for an advertising and promotional campaign.

Components of a Media Plan

8-6Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

• Marketing analysis• Advertising analysis• Media strategy• Media schedule• Justification and summary

Media SelectionPeople Involved

• Media buyer• Media planner• Creative• Account executive• Clients

8-7Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Media Planning

• Focus on consumer behavior

• Create plans that reflect purchase process

• Influence consumer in the marketplace

8-8Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Media Planner• Formulates media program• Conducts research on

audience characteristics• Matches media with target

market characteristics

8-9Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Media Buyer• Works closely with media

planner

• Purchases media time and space

8-10Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Media Terms

• Reach• Frequency• Opportunity to see (OTS)• Gross rating points• Cost per thousand (CPM)• Cost per rating point (CPRP)• Ratings• Continuity• Impressions

8-11Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Ad Campaign Continuity

• Continuous campaign

• Pulsating campaign

• Flighting campaign

8-12Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

8-13Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

• Intrusion value• Clutter• Effective frequency and Effective reach• Objective

Increase brand recognition – visual important

Increase brand recall – frequency important

• Size, placement, length of ad• Number of media used

8-14Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

• Attention is selective and focused

• Impact dissipates over time• Maximize exposure

Run ads over longer period of time Place ads in multiple outlets

• Business-to-business

Traditional Media Selection

• Broadcast media Television Radio

• Outdoor• Print media

Magazines Newspapers

8-15Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Television

• High reach• High frequency

potential• Low cost per

contact• Creative

opportunities• High intrusion

value• Segmentation

possibilities

• Clutter• Channel surfing

during commercials

• Short amount of copy

• High cost per ad• Low recall due to

clutter

Advantages Disadvantages

8-16Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

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.

8-17Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Radio

• Low cost per spot• Low production cost• Use of music• High segmentation

potential• Flexibility in making

new ads• Ability to modify ads

quickly and locally• DJ intimacy• Mobility

• Short exposure time

• Low attention• Poor national

audience capability

• Target duplication in many areas

Advantages Disadvantages

8-18Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Outdoor

• Large ads• Select

geographic areas

• Accessible for local ads

• Low cost per impression

• Broad reach• High frequency

• Legal limitations

• Short-exposure time

• Brief message• Limited

segmentation• Cluttered

travel routes

Advantages Disadvantages

8-19Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Magazines

• High segmentation

• High color quality• Long life• Direct response

techniques• Read during

leisure• Longer attention

to ads

• Long lead time• Little flexibility• High cost• Clutter• Declining

readership

Advantages Disadvantages

8-20Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Newspapers

• Priority to local ads• Coupons and

special response ads

• High credibility• Strong audience

interest• Longer copy• High flexibility• Cumulative volume

discounts

• Clutter• Short time span• Poor quality

reproduction• Limited

audience• Poor national

buying procedures

Advantages Disadvantages

8-21Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Media MixUnited States

• Television – 47.2%• Radio – 3%• Outdoor 2.2%• Magazines – 20.9%• Newspapers – 21.4%• Internet – 5.3%

8-22Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

B-to-BAdvertising

• Shift in media buys 56% of all b-to-b ad dollars 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.

8-23Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

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%

8-24Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Media SelectionInternational Markets

• Media importance varies• Media viewing habits vary• Media buying is different• Cultural mores vary

8-25Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall