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Media Channels
Types of Media8-1
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Bro adcast me dia
Radi o
Te le visi o nNarr ow -cast me dia(Vid eo and cabl e TV, C in em a , ad film s)
8-3
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O th e r Me dias
O utd oo r me dia
Spe cialit y me dia: T-shirts , butt o ns , C a p s ,stic ke rs , badg e s e tcDir e ct Adv e rtising o r Dir e ct m ar ke tingInt e rn e t: Me dia of th e n ew Mille n e u m
8-4
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What Ma ke s Effe ctiv e A dv e rtising?
SoundStrategy
ConsumersView Persuasive
DoesntOverwhelm
Deliver onPromises
BreakClutter
EffectiveAdvertising
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Me dia Te rm s
Re achFr eq u e nc y
Gro ss rating po intsRatingsCo ntinuit yI mp re ssi o ns
8-6
Achi e ving Adv e rtising O bj e ctiv e s
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8-7
Me dia Se le cti o nPe rc e ntag e w h o indicat e d th ey we re ve ry att e ntiv et o brand me ssag e s b y vari o us me dia
Wo rd- of -mo uth 63%Sa mp ling 45%In-st o re 32%Mass me dia 27%
TV, Radi o, New s p a pe rs , Magazin e s , O utd oo rSpo ns o rshi p 23%
Alt e rnativ e me dia 18% Viral , gu e rrilla , e tc.
Public r e lati o ns 15%O nlin e 10%Dir e ct m ail 7%
Source: David Kaplan, Study: Masses Still Tuned in to Mass Media, Adweek, Vol. 44 , No. 42 (October27 , 2003) , p. 12 .
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Traditi o nal Me dia Se le cti o n
Bro adcast me diaTe le visi o nRadi o
O utd oo rPrint me dia
Magazin e sNew s p a pe rs
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Te le visi o n
High re ach
High freq u e nc ypo t e ntialLow co st pe r co ntactCr e ativ eoppo rtuniti e sHigh intrusi o n valu eSe g me ntati o n po ssibiliti e s
Clutt e r
Chann e l sur fing during comme rcialsSh o rt a mo unt ofcopyHigh co st pe r adLow re call du e t oclutt e r
Advantag e s Disadvantag e s
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Nie ls e n Ratings
Me asur e TV audi e nc e
De t e rm in e s ad rat e sNie ls e n rating nu m b e r of h o us e h o lds tun e d int o a p ro gra mShar e nu m b e r of h o us e h o lds w ith TVo n w atching a p articular p ro gra m .
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8-11
Ame rican Id o l $658 ,333 16.2Surviv o r $412 ,833 10.8CSI: Mia m i $374 ,231 10.0Eve ryb o d y Lo ve s Ra ymo nd $315 , 850 9.8Two and a Hal f Me n $249 ,017 9.6
La w and O
rd e r $227 ,500 8.3
Sources: Average Price of a 30- second Ad for Fall 2004 , The Futon Critic,Http://www.thefutoncritic.com , March 29 , 2005; Nielsen Media Research Top 20 ,
Http://tv.yahoo.com/nielsen , March 29 , 2005 .
TV Sh owCo st
30 Se cond AdNie ls e nRating
Co st of a 30-s e co nd Adand Nie ls e n Rating
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Radi o
Low co st pe r s po t
Low p ro ducti o n co stUs e of m usicHigh s e g me ntati o n po t e ntialFlex ibilit y in m a king n ew ads
Abilit y t o mo di fy ads q uic k ly and lo call yDJ inti m ac yMo bilit y
Sh o rt expo sur e
ti meLow att e nti o nPoo r nati o nal audi e nc e ca p abilit yTarg e t du p licati o n in m an y ar e as
Advantag e s Disadvantag e s
8-12
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O utd oo r
Larg e ads
Se le ct g eo gra p hic ar e as Acc e ssibl e fo r lo cal adsLow co st pe r imp re ssi o nBro ad re achHigh freq u e nc y
Le gal lim itati o ns
Sh o rt- expo sur eti meBri ef me ssag eLim it e d s e g me ntati o nClutt e re d trav e l ro ut e s
Advantag e s Disadvantag e s
8-13
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Magazin e s
High s e g me ntati onHigh co lo r q ualit yLong lifeDir e ct re s po ns et e chni q u e sRe ad during le isur eLong e r att e nti o n t oads
Lo ng le ad ti meLittl e f lex ibilit yHigh costClutt e rDe clining re ad e rshi p
Advantag e s Disadvantag e s
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New s p a pe rs
Pri o rit y t o lo cal ads
Co u po ns and s pe cial re s po ns e adsHigh cr e dibilit yStr o ng audi e nc eint e re st
Lo ng e r copyHigh flex ibilit yCu m ulativ e vo lu medisc o unts
Clutt e r
Sh o rt ti me s p anPoo r q ualit yrep ro ducti o nLim it e d audi e nc ePoo r nati o nal bu ying p ro ce dur e s
Advantag e s Disadvantag e s
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Me dia Mix - Unit e d Stat e s
Radio, 3.0%Television,
47.2%
Magazines,20.9%
Internet,5.3%
Outdoor,
2.2%Newspapers
, 21.4%
Source: 100 Leading National Advertisers, Advertising Age (June 29 , 2004) , pp. 1-5 .
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B-t o -B Adv e rtising
Te le visi o n 25.4%Radi o 6.7%
O utd oo r 3.0%Magazin e s
Busin e ss p ublicati o ns 26.0%Co nsu me r m agazin e s 11.5%
New s p a pe rs 18%Int e rn e t 9.6%
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Me dia Se le cti o n
Int e rnati o nal Mar ke ts
Me dia impo rtanc e vari e sMe dia view ing habits var yMe dia bu ying is di ffe re ntCultural mo re s var y
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