Media 101
AGENDA
Role of Media
Media Types
???
What is Media?
Media is EVERYWHERE
MEDIA TYPES
BroadcastTelevision
Radio
PrintMagazines
Newspaper
Out of HomeBulletins/posters
Transit
Guerilla/Viral
DigitalNot just banners, but in-game, SEM, blogs, podcasts, mobile, etc.
Television
• Role of Television – Create desire for brand/product, opportunity to educate with sight and
sound
• Strengths– High Reach potential, dynamic, high visibility, intrusive, high Frequency
(Cable)
• Limitations– High out of pocket costs, fragmented viewership, cluttered
environment, long lead-time
• Key terminology– TRPs, CPPs, dayparts, DMAs, networks
RADIORole of Radio Reminder medium, reaches consumers primarily in their car (especially
beneficial for retail advertisers) “Go here. Buy now.”
Strengths Heavy frequency of message, relatively low of out pocket investment, short
lead-time to purchase, can reach light television and magazine users
Limitations Does not provide tangible visual elements, several stations must be
purchased to sufficiently reach the target audience, cluttered environment
Key terminology TRPs, CPPs, dayparts, DMAs, formats, rankers
MAGAZINESRole of Magazines
Showcase the product, create brand awarenessStrengths
High Involvement, opportunity to educate the consumer, focused editorial allows for both mass and targeted Reach, reaches light television viewers
Limitations Passive, requires a long-lead time, does not allow for
immediacy of message, regional limitationsKey terminology
CPMs, RPC, circulation, coverage, composition, positioning, frequency
OUT OF HOME (OOH)Role of Out of Home
Provides strong Reach and Frequency levels, reach consumer near point of purchase, strong local market presence
Strengths Geographic targeting, broad Reach, high Frequency, immediacy
of message, largest medium available, efficient CPM, 24-hour exposure
Limitations Reaches mass audiences (unable to target a demographic
audience), limited to simple messages, relatively high production costs, zoning restrictions, long lead-time, high maintenance (fading, graffiti, obstructions)
Key terminology DEC, showings, bulletins, posters, shelters, viral/guerilla, reads
DIGITALRole of Digital
Provide ultra-targeted reach with “connected” consumers
Strengths Precision targeting, direct trackable response, can be optimized,
“blank canvas” creative environment, can be incredibly efficient, specific content, consumer interaction, real time data collection, viral
Limitations Labor intensive tracking and analysis, relatively high production
costs, intrusive advertising (consumers often strive to block ads), “big idea” creative concepts can be inefficient/low ROI
Key Terminology Click-through rate (CTR), SEM, SEO, Impressions, CPM, CPC,
Banner ads, sky scrapers, point roll, keyword clicks, pop-ups
Yahoo Homepage
Youtube
Medium Rectangle
MEDIA IS EVERYWHERE
TelevisionRadio
Newspaper
Digital
Posters
Magazines
Bulletins
Sports Arenas
TaxisCoffee Sleeves
Trains
Matchbook Covers
Sky Writing
Shopping Carts
Movie Theaters
Malls
SchoolsBuses
Bus SheltersMenus
Airports
Wall Scapes
Beaches Water Bottles
Clubs
Gyms
Restaurants
Valet Parking Stubs
Bill Stuffers
College Campuses
Book Stores
Barware
Napkins
Glasses
ROLE OF MEDIAMedia is not just a numbers game played in a vacuum…
…It is done in conjunction with:
- Account Management & Client: Provide marketing/advertising objectives
- Account Planning: Helps define the target audience dynamics and overall advertising strategy/positioning
- Creative: Defines message types -
MEDIA FUNCTIONSPlannin
g
Buying
Research
The brains, the architects, the innovators. Strategists, evangelists, philosophers and stewards.
The negotiators, the muscle, the scouts. Prognosticators, wranglers, police and stewards.
The librarians, the teachers, the supporters. Brainiacs, analyzers, and number crunchers.
MEDIA PLAN COMPONENTSThe best media plans come from a thorough:
Understanding of the marketing and advertising objectives Incorporating dynamic and efficient media opportunities Applying common sense
Every media plan must contain at least four
elements
Parameters/Considerations
Objectives Strategies Tactics
Questions???
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