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marketing Communications
…media
3
…introduction to…
…introduction to
media...
when the message is agreed a media plan is
developed
it provides the “optimum route for the delivery of the promotional message
to the target audience” (Fill, 2006)
the choice of media, vehicles and scheduling are all
determined in relation to the characteristics of the target
audience
media selection
media classbroadcast, print, outdoor, digital, in-store
media type
broadcast… television, radio, cinema, online
media vehicles
television… coronation street, x-factor
radio… absolute, Heart, Capital
newspaper… Telegraph, Metro, Sun
Class Type Vehicle
Broadcast TV, Radio Coronation Street, X-FactorAbsolute Radio, Classic FM
Print Newspapers, Magazines, Journals
The Times, The Mirror, Cosmopolitan, The Grocer, The Economist
Outdoor Billboards, Street furniture, Transit
96-, 48- and 6- Sheet, Bus Stops, Taxis, Buses, Cars
Digital Internet, Digital TV, CD/DVD/Blu-Ray,Mobile
Website, email, intra/extranets, Teletext, Red Button, Banners, MMS
In-store POP, POS, Packaging Bins, Signs, Displays, Boxes, Bottles
Other Cinema, Exhibitions, Product Placement, Ambient, Guerilla
Films, Ideal Home, London Fashion, Film/TV/Book/Video, Petrol Pumps, Flyposters, Clean
Adapted from Fill, 2011
we need to be able to evaluate strengths and
weaknesses of different media…
…so we can choose the right mix…
…of media and vehicles
costscommunication richness
interactive properties audience profile
costs…
two types of cost…
costs need to be budgeted and paid for
each medium has costs incurred through use
absoluterelative
communication richness…
the way the message is delivered and understood varies
depending on the medium
sight movement
some are one-dimensional…
sound
some are multi-dimensional…
need to consider the rational and emotional message
interactive properties
Digital media can offer more interaction…
…more interaction leads to dialogue and engagement
…and hopefully a relationship
however, some products don’t require a relationship
audience profile
who consumes the medium?
ageincomegender
class
geo-demographics, psychographics and behavioural segmentation
very effective at delivering a targeted message
great for high involvement
most advertising money is spent on print advertising
can have a broad appeal – (inter)national…
…to a very specialist focus
broadcast
mass reach with relatively low cost
sight, movement, sound, colour
mainly considered to be TV and Radio
can tell stories and appeal to emotions
lack of involvement and engagement if poorly executed
telling stories… and engaging
outdoor
are present out of home – so consumption can be in a variety of places
offer supporting messages to ‘primary’ media
(broadcast and print)
Three main formats – furniture, billboards and transit
can be interesting and novel…
…helping to avoid clutter in primary media
in-store
can grab the attention of shoppers
retailers control POS and POP
an increasing number of choices about brands and
products are made in stores
manufacturers are in charge of packaging
can influence through recall and recognition at the
point of purchase
cinema
High impact…
heightened level of attention… captive
has all the advantages of TV advertising
cinema
ambient
Don’t fit into transit, billboard or poster pigeon-holes
non-traditional outdoor media
ambient
ambient
direct response
the other provokes an (immediate) call to action
provides an opportunity for immediate follow-up
one purpose is to develop brand attitudes…
telephone, email, URL, green button, QR code, Shazam
process is very important here
digital
customers are still learning ways on interacting
the speed of technological change is still accelerating
potential has not yet been reached or realised…
…but it’s interactive, it’s personal…
…it’s mobile, it’s fast and it’s efficient
social media
…mobile
multi-channel…
Primary media such as TV, print or even sales teams
deliver the message
…it is supported by digital and direct marketing
resources can be more effectively ‘spread’ across media and channels
…linked to behaviour, media consumption and receptiveness
evaluating strengths and weaknesses of
different media…
…allows us to develop our media mix…
…of media and vehicles…
costscommunication richness
interactive properties audience profile