Media edi

TraditionalMedia Channels

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Media Strategy

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The process of analyzing and choosing media for an advertising and promotional campaign to maximise the “reach” and “impact” among the TG.

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People Involved in Media Selection

Media Buyer

Media Planner

Client

AccountExecutive

Creative

Media Planner

• Formulates media program

• Conducts research on audience characteristics

• Matches media with target market characteristics

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Media Buyer

• Works closely with media planner• Purchases media time and space

Agency size not related to media price, quality

Culture and experience important

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Traditional Media Selection

• Broadcast media Television Radio

• Outdoor• Print media

Magazines Newspapers

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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

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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.

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8-9

Television

• Excellent for local and regional companies

•National brands – spot TV ads

•Can generate higher GRPs at lower costs

Local/Regional TV ads

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


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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


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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


8-12

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


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8-14

Developing Logical Combinations of Media

U.S. Advertising Expenditures by Media for Coca-Cola

B-to-B Advertising

• Shift in media buys Approximately half of all b-to-b ad spends

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.

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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%

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Education

Media edi