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Media Selection in Advertising

Media Selection in Advertising. Chapter 8. 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?. Attention getting ad? Why or why not? . This ad was above a urinal.

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Media Selection in Advertising

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  1. Media Selection in Advertising Chapter 8

  2. 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?

  3. Attention getting ad? Why or why not? This ad was above a urinal.

  4. 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

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

  6. 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

  7. 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

  8. Media Selection Factors Reasons as to why certain media are selected: • Organizational Objectives • Target market(s) • Costs • Message Theme • Constraints • Product/Service considerations

  9. F I G U R E 8 . 5 Developing Logical Combinations of Media - Table 8.9

  10. Advertising Terminology • Reach • Number in target audience exposed • Typically 4-week period • Frequency • Average number of exposures • Opportunities to see (OTS) • Cumulative exposures • Placements x frequency • Gross rating points (GRPs) • Measures impact of intensity of media plan • Vehicle rating x OTS (number of insertions)

  11. Advertising Terminology • Costs • Cost per thousand (CPM) • CPM allows for cost comparisons • 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 • Impressions • Gross impressions – total audience exposed to ad • Continuity • Continuous campaign • Pulsating campaign • Flighting (or discontinuous) campaign

  12. Table 8.1

  13. 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

  14. 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

  15. 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

  16. Selecting Media • Television • Radio • Transit • Billboard • Outdoor • Internet • Magazines • Newspapers • Direct Mail • Alternate media

  17. 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

  18. 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)

  19. 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

  20. 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

  21. F I G U R E 8 . 8 U.S. Advertising Expenditures by Media for Coca-Cola

  22. Advertising Expenditures by Category Source: Based on “100 Leading National Advertisers,” Advertising Age, (June 25, 2007), p. 9.

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