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Media Selection in Advertising. Chapter 7. What’s Happening?. http :// www.youtube.com/watch?v=Q5mHPo2yDG8. What kinds of ads get your attention? Are they found in “traditional” media like television or unusual places? Where is the most unique or “oddest” place that you have seen an ad?.

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Presentation Transcript
what s happening
What’s Happening?
  • http://www.youtube.com/watch?v=Q5mHPo2yDG8
slide3

What kinds of ads get your attention? Are they found in “traditional” media like television or unusual places?Where is the most unique or “oddest” place that you have seen an ad?

media planning
Media Planning
  • Focus on consumer behaviour
  • Create plans that reflect the purchase process (Chapter 3)
  • Influence consumerin the marketplace
  • Study media choices
  • Listening and viewing habits
media planning1
Media Planning

An advertisement by New Balance placed in Runner’s World magazine by the media planner.

components of a media plan
Components of a Media Plan
  • Marketing analysis
  • Advertising analysis
  • Media strategy
  • Media schedule
  • Justification and summary
    • See course website for a document containing more detail
factors that have changed the role of media
Factors that have changed the role of Media
  • IMC – more than just mass advertising now
  • Cost factors
  • Technology
  • Globalization
  • Complexity of the media function
  • Profitability
media selection factors
Media Selection Factors

Reasons as to why certain media are selected:

  • Organizational Objectives
  • Target market(s)
  • Costs
  • Message Theme
  • Constraints
  • Product/Service considerations
slide10

F I G U R E 8 . 5

Developing Logical Combinations of Media - Table 7.12

what s happening1
What’s Happening?
  • Final Exam
  • Course technology policy
  • http://www.inquisitr.com/493964/child-of-the-90s-microsoft-internet-explorer-the-browser-you-loved-to-hate/
  • http://www.snopes.com/photos/advertisements/longoria.asp
advertising terminology
Advertising Terminology
  • Reach
    • Number in target audience exposed
    • Typically 4-week period
  • Frequency
    • Average number of exposures within a given period
  • Opportunities to see (OTS)
    • Cumulative exposures
    • Placements x frequency
  • Ratings and Cost per Rating Point (CPRP)
    • Ratings measure percent of target market exposed by medium
    • CPRP allows for comparison across media
    • Cost of media buy / vehicle’s rating
    • Weighted CPM
advertising terminology1
Advertising Terminology
  • Costs
    • Cost per thousand (CPM)
    • CPM allows for cost comparisons
  • Gross rating points (GRPs)
    • Measures impact of intensity of media plan
    • Vehicle rating x OTS (number of insertions)
  • Impressions
    • Gross impressions – total audience exposed to ad
  • Continuity
    • Continuous campaign
    • Pulsating campaign
    • Flighting (or discontinuous) campaign
ad campaign continuity
Ad Campaign Continuity

Continuous campaign

Advantages:

  • Serves as a constant reminder to the customer
  • Covers the entire buying cycle

Disadvantages:

  • Higher costs
  • Potential for overexposure
flighting campaign
Flighting Campaign

Advantages:

  • Cost efficiency of advertising, only used during purchase cycles
  • Allows for more than one medium or vehicle on limited budgets

Disadvantages:

  • Lack of awareness, interest, retention or promotional message during non-scheduled times – could lead to decay
pulsating campaign
Pulsating Campaign

Advantages:

  • Same as the two previous methods

Disadvantage:

  • Not required for seasonal products, or other cyclical products, therefore adding to organization’s expenses
selecting media
Selecting Media
  • Television
  • Radio
  • Transit
  • Billboard
  • Outdoor /Out-of-Home
  • Internet
  • Magazines
  • Newspapers
  • Direct Mail
  • Alternate media
slide19

How Important Is Advertising to Magazines?

The chart below shows the top five magazines and the percentage of their revenues generated by advertising, subscriptions and newsstand sales

achieving advertising objectives
Achieving Advertising Objectives

1. Three-exposure hypothesis

  • Intrusion value
  • Takes a minimum of three exposures for an ad to be effective
  • Effective frequency – number of times that one must be exposed to message to achieve its objective
  • Effective reach - % of target market that must be exposed to ad to achieve its objective
  • Size, placement, length of ad are factors to consider
  • Number of media used is important (variability)
achieving advertising objectives1
Achieving Advertising Objectives
  • Recency theory
    • One exposure may be enough
    • Effective the closer to a purchase
    • States that consumers use selective retention when they consider ads.
    • Advertising is a waste of money when intended market is not reached
achieving advertising objectives2
Achieving Advertising Objectives
  • Media Multiplier Effect
    • The combined impact of usingtwo or more media isstrongerthanusingeither medium alone
    • Often the reason for usingseveraldifferent media
    • This ensures a broader effective reach
alternative media venues
Alternative Media Venues
  • Cinema
  • In-tunnel, subway
  • Parking lot/street
  • Escalator
  • Airline in-flight
  • Leaflets and brochures
  • Carry home menus
  • Carry home bags
  • Clothing
  • Mall signs
  • Kiosks
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