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JOMC 172 Advertising Media You cannot overstate the importance of media to the advertising industry. Until it runs in the media, it is not advertising. Follow the money. Changing role: 1960s vs. today. Making creative more effective. What do the experts say?

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jomc 172

JOMC 172

Advertising Media

you cannot overstate the importance of media to the advertising industry
You cannot overstate the importance of media to the advertising industry.
  • Until it runs in the media, it is not advertising.
  • Follow the money.
  • Changing role: 1960s vs. today.
  • Making creative more effective.
  • What do the experts say?
slide3

“It will be more challenging to work in advertising in new media…it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.”

Jayne Spitler, Leo Burnett/StarCom

slide4

“The creative people and the media people must intertwine their work as much as possible. They have to understand the overall project is part of a targeting process.”

David Martin, CEO/Penta-Com

slide5

“In a rapidly changing media world, an understanding of the consumer/media relationship is of fundamental importance to the process.”

Andy Tilley, Zenith Media

slide6

“Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.”

Keith Reinhard, Chmn. DDB

slide7
The Bottom Line:Understanding media is fundamental to understanding advertisingfor everyone in advertising & related fields.
140 201 000 in newspaper advertising

$140,201,000in Newspaper Advertising.

That’s 27% of Target’s measured ad spending in 2004.

slide14
Retail giant Target bought every ad site in the Aug. 22 issue and then populated those spaces with exclusive images fashioned by world-renowned illustrators.
some examples20

Some Examples

The Rise of Hispanic Media

some examples25

Some Examples

Mobile Phones

some examples27

Some Examples

Product Placement

slide28
Random House sponsored the first full-episode product integration for NBC's highly anticipated new reality show, The Apprentice: Martha Stewart, which premiered Sept. 21.
  • Two teams of Martha wannabes were tasked with rewriting a classic fairy tale.
  • Judges included Random House executives and a class of first graders.
some examples29

Some Examples

The Internet

slide30
Coty's Lancaster Group division ran the commercial for its new fragrance "Lovely”(with actress Sarah Jessica Parker) on Vogue magazine's Internet site Style.com this week, hoping to attract the site's fashion and celebrity-obsessed readers well before airing the same ad for a broader market on television during the winter holiday season.

CNN/MONEY August 27, 2005

some examples35

Some Examples

Integration

some examples38

Some Examples

The Money

slide39

Americans in 2006 will consume, on average, more than 9.5 hours of media daily and pay $888 in the course of the year for media options ranging from magazine subscriptions to DVDs, according to the forecast of Veronis Suhler Stevenson.

slide40

By 2009, marketers will have increased their annual media support by $100 billion from 10 years earlier, according to Veronis Suhler. But this generous ad support won’t stop consumers from spending less time with ad-supported media. Consumer time spent with ad-backed outlets is expected to fall to 54.1% from 63.6% of their total media time.