Traditional Media Channels 8-1
Jan 23, 2015
TraditionalMedia Channels
8-1
Media Strategy
8-2
The process of analyzing and choosing media for an advertising and promotional campaign to maximise the “reach” and “impact” among the TG.
8-3
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
8-4
People Involved in Media Selection
Media Buyer
• Works closely with media planner• Purchases media time and space
Agency size not related to media price, quality
Culture and experience important
8-5
People Involved in Media Selection
Traditional Media Selection
• Broadcast media Television Radio
• Outdoor• Print media
Magazines Newspapers
8-6
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
8-7
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.
8-8
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
Advantages Disadvantages
8-10
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
Advantages Disadvantages
8-11
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
Advantages Disadvantages
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
Advantages Disadvantages
8-13
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.
8-16
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%
8-17