Introduction to Marketing Comms lecture 3

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, 2016)

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 typebroadcast… television, radio, cinema, online

media vehiclestelevision… coronation street, x-factor radio… absolute, Heart, Capitalnewspaper… Telegraph, Metro, Sun

Class Type VehicleBroadcast 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, text, Green 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, 2016

we need to be able to evaluate

strengths and weaknesses of different

media…

…so we can choose the right mix…

…of media and vehicles

costs communication 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

absolute

relative

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? age

income

gender

class

geo-demographics, psychographics and behavioural segmentation

print

very effective at delivering a targeted message

great for high involvement

a large percentage of advertising money is spent

on print

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 packagingcan 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 actionprovides an opportunity for immediate follow-up

one purpose is to develop brand attitudes…

telephone, email, URL, green button, QR code, Shazamprocess is very important here

email

digital

customers are still learning ways on interacting

the speed of technological change is still accelerating

potential has not yet been fully 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 marketingresources 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…

costs communication richness

interactive properties audience profile