JOMC 172

JOMC 172

Advertising Media

You cannot overstate the importance of media to the

advertising industry.

• Until it runs in the media, it is not advertising.

• Follow the money.• Changing role: 1960s vs. today.• Making creative more effective.• What do the experts say?

“It will be more challenging to work in advertising in new media…it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.”

Jayne Spitler, Leo

Burnett/StarCom

“The creative people and the media people must intertwine their work as much as possible. They have to understand the overall project is part of a targeting process.”

David Martin, CEO/Penta-Com

“In a rapidly changing media world, an understanding of the consumer/media relationship is of fundamental importance to the process.”

Andy Tilley, Zenith Media

“Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.”

Keith Reinhard, Chmn. DDB

The Bottom Line:

Understanding media is fundamental

to understanding advertisingfor everyone

in advertising & related fields.

Some Examples

Target

$140,201,000in Newspaper Advertising.

That’s 27% of Target’s measured ad spending in 2004.

$377,863,000in Unmeasured Media

$63,459,000in Magazine Advertising

Retail giant Target bought every ad site in the Aug. 22 issue and then populated those spaces with exclusive images fashioned by world-renowned illustrators.

Some Examples

The Rise of Hispanic Media

July 28 - Aug. 24, 2005New York DMA

Station Network A 18-49Rating/Share

A 25-54Rating/Share

WXTV Univision 2.2 / 6 2.7 / 7

WCBS CBS 2.0 / 6 2.3 / 6

WNBC NBC 1.9 / 5 2.2 / 6

WABC ABC 1.8 / 5 2.0 / 6

Some Examples

DVRs

Some Examples

Mobile Phones

Some Examples

Product Placement

• Random House sponsored the first full-episode product integration for NBC's highly anticipated new reality show, The Apprentice: Martha Stewart, which premiered Sept. 21.

• Two teams of Martha wannabes were tasked with rewriting a classic fairy tale.

• Judges included Random House executives and a class of first graders.

Some Examples

The Internet

Coty's Lancaster Group division ran the commercial for its new fragrance "Lovely”(with actress Sarah Jessica Parker) on Vogue magazine's Internet site Style.com this week, hoping to attract the site's fashion and celebrity-obsessed readers well before airing the same ad for a broader market on television during the winter holiday season.

CNN/MONEY August 27, 2005

Some Examples

Integration

Some Examples

The Money

Americans in 2006 will consume, on average, more than 9.5 hours of media daily and pay $888 in the course of the year for media options ranging from magazine

subscriptions to DVDs, according to the forecast of Veronis Suhler

Stevenson.

By 2009, marketers will have increased their annual media support by $100 billion from 10 years earlier, according to Veronis Suhler. But this

generous ad support won’t stop consumers from spending less time with ad-supported media. Consumer time spent with ad-backed outlets is expected to fall to 54.1% from 63.6%

of their total media time.

$292,005,000,000