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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


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?


This ad was above a urinal

Attention getting ad? Why or why not? “traditional” media like television or unusual places?

This ad was above a urinal.


Media planning
Media Planning “traditional” media like television or unusual places?

  • 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 “traditional” media like television or unusual places?

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 “traditional” media like television or unusual places?

  • 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 “traditional” media like television or unusual places?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 “traditional” media like television or unusual places?

Reasons as to why certain media are selected:

  • Organizational Objectives

  • Target market(s)

  • Costs

  • Message Theme

  • Constraints

  • Product/Service considerations


F I G U R E 8 . 5 “traditional” media like television or unusual places?

Developing Logical Combinations of Media - Table 7.12


What s happening1
What’s Happening? “traditional” media like television or unusual places?

  • 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 “traditional” media like television or unusual places?

  • 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 “traditional” media like television or unusual places?

  • 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


Table 7 3 plus
Table 7.3 plus “traditional” media like television or unusual places?


Ad campaign continuity
Ad Campaign Continuity “traditional” media like television or unusual places?

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 “traditional” media like television or unusual places?

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 “traditional” media like television or unusual places?

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 “traditional” media like television or unusual places?

  • Television

  • Radio

  • Transit

  • Billboard

  • Outdoor /Out-of-Home

  • Internet

  • Magazines

  • Newspapers

  • Direct Mail

  • Alternate media


How Important Is Advertising to Magazines? “traditional” media like television or unusual places?

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 “traditional” media like television or unusual places?

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 “traditional” media like television or unusual places?

  • 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 “traditional” media like television or unusual places?

  • 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 “traditional” media like television or unusual places?

  • Cinema

  • In-tunnel, subway

  • Parking lot/street

  • Escalator

  • Airline in-flight

  • Leaflets and brochures

  • Carry home menus

  • Carry home bags

  • Clothing

  • Mall signs

  • Kiosks


Traditional media using a different approach
Traditional Media using a different approach “traditional” media like television or unusual places?


Alternative media
Alternative Media “traditional” media like television or unusual places?

Examples


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