Media Terminology

1. Media Terminology • Print Media - Publications such as newspapers, magazines, direct mail, outdoor, and the like. • Media Vehicle - The specific message carrier, such as the Washington Post or Tonight Show. • Coverage - The potential audience that might receive the message through the the vehicle. • Reach - The actual number of individual audience members reached at least once by the vehicle. • Frequency - The number of times the receiver is exposed to vehicle in a specific time period.

2. Advantages Mass coverage High reach Impact of sight, sound, and motion High prestige Low cost per exposure Attention getting Favorable image Disadvantages Low selectivity Short message life High absolute cost High production costs Clutter Television Characteristics

3. Television Advantages • Creativity and Impact • High Impact • Sight-Sound-Motion • Coverage and Cost Effectiveness • Mass Coverage • High Reach • Captivity and Attention • Attention Getting • Favorable Image • Selectivity and Flexibility • High Prestige • Low Exposure Cost

4. Television Disadvantages • Cost • Lack of Selectivity • Fleeting Message • Clutter • Limited Viewer Attention • Distrust and Negative Evaluation

5. 7:00 AM - 9:00 AM Mon. - Fri. 9:00 AM - 4:30 PM Mon. - Fri. 4:30 PM - 7:30 PM Mon. - Fri. 7:30 PM - 8:00 PM Sun. - Sat. 8:00 PM - 11:00 PM Mon. - Sat. 7:00 PM - 11:00 PM Sun. 11:00 PM - 11:30 PM Mon. - Fri. 11:30 PM - 1:00 AM Mon. - Fri. Morning Daytime Early fringe Prime-time access Prime time Prime time Sun. Late news Late fringe TV Dayparts

6. Measuring TV Audiences • Audience Measures • Measured by rating services • Size and composition indicated • Television Households • Number of HH that own a TV • Usually total HH in a market • Program Rating • Percentage of TV HH tuned to a show • “Rating point” = 1 percent of TV HH • Households Using TV (HUT) • Percentage of homes in an area watching TV at a given time • Share of Audience • Percentage of HUT tuned to a show

7. Use TV Only If . . . • The budget is large enough to produce high quality commercials. • The media budget is sufficient to generate and sustain the number of exposures needed. • The market is large enough and reachable efficiently through a specific network, station, or program. • There’s a genuine need for a medium with high creative potential to exert a strong impact.

8. Radio Differs from TV Radio Broadcasting . . . • Offers only an audio message. • Is more limited communication. • Costs much less to produce. • Costs much less to purchase. • Has less status and prestige.

9. Advantages Local coverage Low cost High frequency Flexible Low production costs Well-segmented audiences Disadvantages Audio only Clutter Low attention getting Fleeting message Radio Characteristics

10. 6:00 AM — 10:00 AM 10:00 AM — 3:00 PM 3:00 PM — 7:00 PM 7:00 PM — 12:00 AM 12:00 AM — 6:00 AM Morning Drive Time Daytime Aft./Eve. Drive Time Nighttime All Night Dayparts for Radio

11. Buying Radio Time • Network Radio • Three national networks • Over 100 regional/area networks • A multitude of syndicated programs • (National) Spot Radio • About 20% of all spot announcements • Allows great flexibility and targeting • Purchase transaction can be difficult • Local Radio • Nearly 80% of advertisers are local • Local CATV is becoming competitive

12. Advantages Segmentation potential Quality reproduction High information content Longevity Multiple readers Disadvantages Long lead time for ad placement Visual only Lack of flexibility Magazines Characteristics

13. By Content Consumer Magazines Farm Magazines Business Magazines Professional Group Magazines Industrial Magazines Trade Magazines General Business Magazines By Size Large Flat Standard Small or Pocket By Geography Local Regional National Classifications of Magazines

14. Special Magazine Features • Bleed Pages • Cover Positions • Inserts • Gate Folds • Junior Pages • Island Halves

15. Magazine Circulationand Readership • Circulation • Primary Circulation • Guaranteed Circulation • Circulation Verification • Readership and Total Audience • Audience Research

16. Advantages High coverage Low cost Short lead time for placing ads Ads can placed in interest sections Timely (current ads) Reader controls exposure Can be used for coupons Disadvantages Short life Clutter Low attention-getting capabilities Poor reproduction quality Selective reader exposure Newspapers Characteristics

17. Unique Newspaper Features • Mass audience • Cross-section of population • Local geographic coverage • Wide range of content, subjects • Selective readership by area • Timely coverage, daily issues • Readership concentrated in time • Permanent, durable record

18. Newspaper Advertising • Display Ads • Local (mostly retail) • General (often national) • Paid reading notices (editorial look) • Classified Ads • Small items arranged by topic • Rates based in size, duration • Classified display - combination • Public Notices • Legal notices - public reports • Notices by people, organizations • Financial reports • Printed Inserts • Prepared by separate advertisers

19. National Rates Flat Rates Open Rates Combination Rates Color Rates Preferred Position Split Runs Local Rates Earned Rates Short Rates Run-of-Paper [ROP] Insertion Rates Differential Rates Split Run Rates Rate Terminology

20. Advantages High selectivity Reader controls exposure High information content Opportunities for repeat exposures Disadvantages High cost/contact Poor image (junk mail) Clutter Direct Mail Characteristics

21. Advantages Location specific High resolution Easily noticed Disadvantages Short exposure time requires short ad Poor image Local restrictions Outdoor Characteristics

22. Outdoor Advertising • Reach • Reaches young, affluent audiences very quickly • Frequency • Very high frequency of impressions, especially up-scale • Flexibility • Many positions available to reach specific groups • Cost • Lowest cost per exposure of any major ad medium • Impact • Size, shape, lighting, motion, and special impressions

23. Outdoor Advertising Advantages • Wide Local Coverage • Broad base of day and night local exposure • Frequency • High exposure for frequently purchased goods • Geographic Flexibility • Can be placed on highways, near stores, etc. • Creativity • Use of color, size, shape, and movement • Creation of awareness • Use of short, high-impact messages • Efficiency • CPM very competitive with other media • Effectiveness • Can often lead directly to sale of the goods • Production Capability • Technology has reduced production times

24. Other Out-of-Home Media • Aerial Advertising • Sky Banners • Sky Writing • Blimps • Mobile Billboards • Trucks • Vans • Trailers • In-Store Media • Signs • Video • Kiosks

25. Special Outdoor Media • Parking meters • ATM displays • Trash cans • Ski lift poles • Car top signs • Sidewalk signs • Garden plantings • Wall drawings

26. Transit Advertising Advantages • Inside Cards • Placed above seats • In luggage areas • Outside Posters • On the sides, backs, roofs • On busses, taxis, trains, etc. • Station, Platform, Terminal Posters • Floor displays • Island showcases • Electric signs, etc.

27. Specialty Advertising A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products. Unlike premiums, with which they are sometimes confused, these articles are always distributed free: Recipients don’t have to earn the specialty by making a purchase or contribution.

28. Advantages Wide Availability Action Oriented Low Cost Frequency Non-Intrusiveness Disadvantages Market Fragmentation Timeliness Lack of Creativity Lead Times Clutter Yellow Page Advertising

29. Advantages High Exposure Audience Mood Cost (Maybe) Good Recall Lack of Clutter Proximity Disadvantages Irritation Cost (Maybe) Movie, Videotape Ads

30. Advantages High exposure High frequency Media support Source association Economy High recall Bypass regulations Viewer acceptance Disadvantages High absolute cost Time of exposure Limited appeal Lack of control Public reactions Competition Negative placements Placements

31. Advantages A Desirable Audience A Captured Audience Low Relative Cost Segmentation Possibilities Disadvantages High Potential for Irritation Limited Availability of Medium Lack of Audience Attention Potential for Rapid Wearout In-Flight TV Commercials

32. Advantages User selects product information User attention and involvement Interactive relationship Direct selling potential Flexible message platform Disadvantages Limited creative capabilities Web snarl (crowded access) Technology limitations Few valid measurement techniques Limited reach Internet / Interactive Media Characteristics

33. Internet Advertising • Sponsorship • Ownership of an entire site or page • Banner Ads • A portion of another owner’s page • Pop-Ups • Small windows that appear automatically • Interstitial • Ads appearing while waiting for a page to load • Push Technologies or Webcasting • Automatic or unsolicited message delivery • Links • Hypertext links to other sites, pages or locations

34. Internet Direct Marketing • Direct Mail • Highly targeted • Relies on e-mail lists • Attempts to reach those with specific needs • Often used by catalogers • Marketing Databases on the Net • Companies build or acquire a database • The database is sold to subscribers • Delivery may be on- or off-line

35. Internet Direct Marketing • Infomercials • Program content similar to television, cable or satellite • Web provides for greater audience interaction • E-Commerce • Rapid growth rates likely to continue • CDs, books, travel are main categories • Clothing, cars, financial services are all gaining ground

36. Measures of Effectiveness • KEY TERMS • Hits • Number of requests for a site component • Viewers • Number of visits to a site • Unique visitors • Number of different visitors per period • Clicks (Click-throughs) • Number of visitors clicking on a banner ad • Click-through rate • Ratio of click-throughs from an ad to a page at the advertiser's website • Impressions per page views • Number of times viewers view a page

37. Sales Promotion “A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.” • An extra incentive to buy • An inducement to intermediaries • Targeted to different parties

38. Sales Promotion Vehicles Consumer-Oriented Trade-Oriented Samples Contests, dealer incentives Coupons Trade allowances Premiums Point-of-purchase displays Contests/sweepstakes Trading programs Refunds/rebates Trade shows Bonus packs Cooperative advertising Price-offs Event sponsorship

39. Sales Promotion Uses • Introduce new products • Get existing customers to buy more • Attract new customers • Combat competition • Maintain sales in off season • Increase retail inventories • Tie in advertising and personal selling • Enhance personal selling efforts

40. Objectives of Consumer-Oriented Sales Promotion • To Obtain Trial and Purchase • To Increase Consumption of an Established Brand • To Defend (Maintain) Current Customers • To Target a Specific Segment

41. Trade-Oriented SalesPromo Objectives • Obtain Distribution of New Products • Maintain Trade Support for Existing Products • Encourage Retailers to Display Existing Brands • Build Retail Inventories

42. Types of Trade-Oriented Promotions • Contests and Incentives • Trade Allowances • Buying Allowances • Promotional Allowances • Slotting Allowances • Point-of-Purchase Displays • Sales Training Programs • Trade Shows • Cooperative Advertising

43. To manage relationship with the public The Role of Public Relations General Public Employees Customers CLIENT Suppliers Stockholders

44. Weak MARKETING Strong Weak Strong PUBLIC RELATIONS Four Classes of Marketingand Public Relations Example: Small social service agencies Example: Hospitals, colleges and universities Example: Small manufacturing companies Example: Large, Fortune five-hundred companies

45. Public Relations Tools • Press releases • Press conferences • Exclusives • Interviews • Community involvement • The internet

46. Inserts Enclosures Annual reports Posters Bulletin boards Exhibits Audiovisuals Position papers Speeches News releases Media kits Booklets Leaflets Pamphlets Brochures Manuals Books Letters Promotional Publications

47. Corporate Advertising • Types • Image advertising • Event sponsorship • Advocacy advertising • Cause-related advertising

48. Corporate Advertising • Objectives • Boost employee morale • Smooth labor relations • Help newly deregulated industries • Ease consumer uncertainty • Answer investor questions • Help diversified companies • Establish identity for parent • Decrease reliance solely on brand

49. When the Sales Force is aMajor Part of IMC • Product or Service • Complex goods or services • Major purchase decisions • Personal demonstration required • Price • Final price negotiable • Price provides adequate margin

50. When the Sales Force is aMajor Part of IMC • Channels • Channel short and direct • Training needed by intermediaries • Selling needed to push product through • Intermediaries can provide personal selling • Advertising • Media do not provide an effective link • Information can not be provided by media • Sparse market make ads uneconomical