Traditional Media Channels

L 6

Ing. Jiří Šnajdar 2015

Traditional Media Channels UEFA Champions LeagueGlobal Branding

It has been estimated that the total global value of sports television rights reached $ 27 billion in 2010.Sports sponsorships and other commercial revenues generated by team sis now a $ 54 billion. Football plays a big part in these numbers. In May 2009 the UEFA Champions League final was played out between Barcelona and Manchester United attracted a TV audience estimated of 109 million viewers.

Approxmiately 170 million viewers tuned in to the 2010 UEFA Champions League final played in Madrid. At 8th April 2010 the match between Manchester United and Bayern Munich attracted 6.8 million viewers in the UK.

As result of these huge viewing figures, the Champions League has attracted a number of global brands. It allows eight brands to sponsor football matches.

Each sponsor is allocated advertising boards around the pitch perimeters, logo placement for interviews, and priority for television advertisment during matches. The matches are broadcast in 70 countries, and commentary is available in 40 different languages.

The key brands are currently sponsoring UEFA events are Ford, Heineken, MasterCard, Sony Europe, Sony Computor Entertainment Europe and UniCredit. The main tergit market for the brands is the 16 – 34 year old male demographic audience.

A Champions League sponsorship is usually on a rolling 3 - year contract. UniCredit Group became a sponsor in year 2009 and the bank is particularly active in Centeral and Eastern Europe. The partnership suited both the bank and UEFA. The bank wanted to increase profile as a global brand and UEFA saw an opportunity to establish the Champions League brand in Eastern Europe.

During the Champions League final in 2010, Nike ran 3-minute specially commissioned advertisment simultaneously in 32 countries. The cost to air the advertisment during the final was estimated to have cost $ 2.4 million in the UK only.

Note – Nike is not an official sponsor of the Champions League, but it used its financial muscle to ensure that it had high visibility during the event.. Nike managed to create more buzz and media coverage than the official sponsors.

Since than UEFA now controls all advertising time during the matches. UEFA proactive policy seems to be working well. There is even a waiting list to become a sponsor.

Successful marketing involves identifing terget markets and finding media that reach the members of those markets. Once they identify the rigth media, creatives can design clever, memorable, exciting and persuasive advertisements

Integrated Marketing Communication Corporate Image Buyer Behaviors IMC Planning ProcessBrand Management

Advertising Advertising Design Advertising DesignManagement Theory & Appeals Messages & Frameworks

Traditional Media E-Active Marketing Alternative Channels

Database Sales Promotions Public Relations & Direct Response & Sponsorships Personal Selling Regulation & Ethics Evaluation

An advertising campaign should be designed within the framework of the overall integrated marketing communications program. Companies depend on effective advertisements to attract customers and entice them into purchasing various goods and services. This helps build the firm´s image and creates larger customer base. Advertising media selection is an important element in this process.

The Media Strategy

The media strategy involves analyzing and choosing media for an advertisement and promotions campaign. The average consumer examines only 9 of the more than 200 consumer magazines on the market. A radio listener usually tunes in to only three of the stations available in a given market. TV viewers watch less than eight of the stations available via cable or satellite. The marketing team faces difficulties in locating cost-effective media outlets. After developing a media strategy other aspects of media selection can proceed.

Media Planning

Media planning begins with a careful analysis of the target market. It involves understanding the process customers use in making a purchase and influences the final decision. One method of addressing media planning is to study the media choices that members of specific group might make at different times during the course of a day.

• A favorite wake-up radio station or one listened to during the commute to work

• A favorite morning news show or newspaper• Trade or business journals examined while at

work• A radio station played during office hours at work• Favorite computor sites accessed during work• Favorite magazines read during the evening

hours• Favorite TV showes watched during the evening

hours• Internet sites accessed during the leasure time• Shopping, dinning and entertainment venues

frequented

Details of this type are valuable when developing a media strategy.• Knowing demographics such as age, sex, income, education is not enough to understand the media habits of targeted consumers. •Information about listening and viewing paterns of customers helps the marketing team design messages that appeal to them. •These can be then place dat the best times and in the best places.

Markrting analysis, Advertising analysis, Media strategy, Media schedule, Justification and summary.

Media Planners

•The media planner formulates a media program stating where and when to plce the ads. •Media planners work closely with creatives, account executives, account planners, agencies and media buyers. •The creative should know which media will be used to help design effective messages. •TV commercials are costructed in different ways than radio or newspapers ads.

Media planners provide valuble services and are in high demand. Media planning impacts strategic planning. Marketing experts of companies such as Procter & Gamble and Unilever consider media planning to be hart of a communications strategy.

The media planner conducts research to help match the product with market and media. The media planner also gathers information about various media. Cearful research improves chances of selecting the appropriate media.

Media Buyers

The media buyer purchase the space and negotiates the rates,times and schedules for the ads. They know a great deal about rates and schedules. Media buyer remain in contact with media sales representatives.Differences in effectivness of advertising are related to the quality of media choices, creativity, financial stewardship, the agency´s culture and track record, and the relationship between the agency and the medium representatives. Advertising effectivnes will be determined by the quality of the media selections made combined with the advertisment´s content.

Frequency – the average number of times an individual, household or business within a particular target market is exposed to a particular advertisment within specified time period.

Opportunities to see – referes to cumulative exposers achived in a given time period.

Gross rating points – measure the impact or intensity of a media plan. GRP give the advertiser a better idea of the expectation that the members of the target audience actually viewed the ad.

Costs – is a measure the overal expenditures associated with an advertising program or campaign. To be able to compare how cost effective one medium or ad placement is to another, a measure called cost per thousand – CPM. CPM is the value cost of reaching 1 000 members of the media audience.

Ratings and cost per rating point

Continuity

Impressions

Media Mix

Selecting the proper bland of media outlets for advertisements is crucial. As campaigns areprepared, decisions are made regarding the appropriate mix of media. Media planners and media buyers are excellent sources of information about the most effective type of mix for a particular advertising campaign. The media multiplier effect suggests that the combined impact of using two or more media is stronger than using either medium alone.

Market scale Market characteristics Media choices

Local Demographics TV Regional Geographic Radio National Psychographics Outdoor Global Geodemographics Newspapers Media habits Internet Magazine Direct mail Other