Leveraging Media for Maximum Impact

Agenda• Why is this important?• Questions to ask yourself• Important concepts• The media landscape• Getting started• Conducting effective meetings

• Q & A

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Why is this important?

First questions to ask yourself• Who is our target audience?• What are their reading, listening, surfing and viewing

preferences?• What is the main idea or message we are trying to

communicate?• What are the media choices in my market?• Which media matches best with our target market?

Important concepts when choosing media

• Reach• Frequency• Circulation • Cume• Targeting

Reach

• Reach is the number of potential consumers reached by a media schedule

Frequency

• Frequency is the number of times the vehicle is in front of consumers

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Circulation

Cume

• Cume is the total cumulative audience reached by a broadcast vehicle in one week

Targeting

• Targeting is the ability to reach a specific consumer segment

The Media Landscape• Newspaper• Cable TV• Radio• Broadcast TV• Magazines• Out of Home (OOH)• Online

Newspaper

Strengths• Immediate reach• Long form explanation• Variety of ad sizes• Tangible• Good for price and coupons

Weakness• Declining circulations• Clutter• Large ads are expensive• Older demographic

Cable TVStrengths• Strong targeting ability• Original content• Cost effective rates• Sight, sound motion

Weaknesses• Fragmentation• Low rated programs• Low production values

RadioStrengths• Intrusive• Targeted• Ubiquitous • Flexible copy change• Local• Promotions, community tie

ins • local celebrity engagement

Weakness• Lack of visuals• Lack of measurement• TSL is declining

MagazinesStrengths• Psychographic and

demographic targeting• Engaged audience• Long shelf life• Portable• Variety of creative sizes

Weakness- Passive- Long lead time- Need for large ads

Broadcast Television

Strengths• Broad reach• Buzz worthy programs• Full market coverage• Targetable• Sight, sound and motion

Weakness• Passive• Declining ratings• High cost• Production fees

Out of Home (OOH)

Strengths• Broad reach• Target locations• Large units = greater impact• 24-7 exposure

Weakness• Short exposure• Limited message capability• No demo targeting• Passive

Interactive

Strengths• Accountability/ROI• Drive website traffic• Active• Unique creative units• Strong targeting

Weakness• Intrusive• Declining click through rates• Passive

Getting Started

• Create an asset list• Create media target lists• Create elevator speech• Who to call• Call for appointments

Conducting effective meetings

• Understand what you hope to achieve• Determine what is important to media partner• Present AFFC case and benefits to media partner• Determine interest• Ask for a proposal• Close the deal!

Questions