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Media – Print/Press, Broadcast, Outdoor and Cinema

Media – Print/Press, Broadcast, Outdoor and Cinema. Week 1 Lecture 3. Media Selection. Message objectives Creative decisions Overall objectives Audience considerations. Cost – Production + Space Time constraints Media availability Legal constraints. Types of Media Available.

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Media – Print/Press, Broadcast, Outdoor and Cinema

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  1. Media – Print/Press, Broadcast,Outdoor and Cinema Week 1 Lecture 3

  2. Media Selection • Message objectives • Creative decisions • Overall objectives • Audience considerations • Cost – Production + Space • Time constraints • Media availability • Legal constraints

  3. Types of Media Available • Broadcast - TV & Radio • Print – Newspapers & Magazines • Outdoor – Billboards & Transit • New – CD-ROM, Internet, etc • In-Store – POP & packaging • Other – Cinema, product placement, exhibitions, etc

  4. T e l e v i s i o n • Appeals to most senses • Good creative platform • Mass v local v Targeted channels • Timing flexible • Good image – as seen on TV • Intrusive medium • Certain groups have low TV exposure • Long time scales • Expensive • Response = limited

  5. R a d i o • Reach • Campaign flexibility • Production lead times short • Relatively low cost • Programming defines audience • Creative opportunity • Message is transient – non permanent • Often considered as Wallpaper

  6. Outdoor • Good variety – Posters,Transport,OTHER? • Colourful – visible IMPACT • National v regional v local • High repetition – routing • Relatively low cost per thousand • Only simple message 50 x 30 • Familiarity = ignoring • Standards of presentation • Good positions at a premiumscarce

  7. C i n e m a • Captive audience • Frequency low – long time to develop reach • Key targets young/couples • + audience discrimination • National and local • Longer ads IMPACT • Lack of noise • Some groups never go to the Cinema

  8. Press Newspapers • National – Regional – Local • Morning/Daily – Evening – Weekend – Sunday • Free versus paid for…. • Targeted sections • BROADsheets – Tabloids – Red Tops • Semi-permanent • Colour available – quality

  9. Magazines – Strengths and Weaknesses

  10. Newspaper – Strengths and Weaknesses

  11. Press – Magazines • Consumer General Interest v Specific • Business to Business • Trade • Wide choice • Informed figures on circulation/readership • Production lead times – typically short • High impact DPS plus

  12. Press - Magazines • Detailed message • Permanent Direct response • Advertorial endorsement • Kudos from title • Noise Ad overload • Ad Advoidance

  13. Tesco Magazine • 7,221,000 Readers • Free available in-store • http://www.cedarcom.co.uk/our-work/tesco-magazine.html • Analyse content

  14. Direct Marketing • Using media to establish a direct and interactivity link with consumers • May be see as wasteful – Junk mail • Can be highly targeted Database building • Measurable • Controllable

  15. Direct Marketing Channels • Mail – Post • E-mail • Leaflets • Door to door • In-store • Mail order

  16. The price of media • Print • Size of advertisement… • Colour vs Black & White / Mono • Position in publication • Special or Run of Paper • Display vs Classified • Classified – By line By word By column inch

  17. The price of media • Broadcast • Length of ad… • Time of day…. PEAK vs Off PEAK vs Discretionary • Position in ad break … primacy and recency • “Seasonal” • Supply and demand

  18. The price of media • Outdoor • Size • Location • Electronic vs Poster • Normally 1 site for 2 weeks • Packages available

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