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The Local Media Mix. Chapter 7. Newspapers Radio Television Magazines. Out-of-home Yellow Pages/Directories Direct Media New Media. The Local Media Mix. Newspapers as Local Media. Using regular sections Sports, Business, Entertainment, etc. Using special sections

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the local media mix2





Yellow Pages/Directories

Direct Media

New Media

The Local Media Mix
newspapers as local media
Newspapers as Local Media
  • Using regular sections
    • Sports, Business, Entertainment, etc.
  • Using special sections
    • Gardening, Back-to-school, etc.
  • Zoned editions
  • Preprint distribution
  • Weeklies, Shoppers,etc.
newspapers as local media4
Newspapers as Local Media
  • Available space for detailed copy
  • Minimal lead times for faster turnaround
  • Geographic targeting selectivity by area and zip code zoning
newspapers as local media5
Newspapers as Local Media
  • Time sensitive immediacy is limited
  • Marginal/variable color reproduction
  • Limited demographic target selectivity tied to special sections
radio as local media
Radio as Local Media
  • Demographic target selectivity by station format
  • Time-of-day selectivity available
    • Morning and afternoon drive
    • Midday shopping
    • Nighttime entertainment
radio as local media7
Radio as Local Media
  • Specific advertiser applications to build local traffic
    • Straight advertising
    • Sponsored promotions
    • Sponsored events
    • Remote broadcasts
television as local media
Television as Local Media
  • Network affiliates and “O&Os”
    • Network and locally originated programming
  • Independent stations
    • Syndicated and locally originated programming
  • Cable systems
    • Cable networks, syndication, and locally originated programming
television as local media9
Television as Local Media
  • Affiliates, O&Os, and Independents
    • Target selectivity by program or by time-of-day
  • Cable systems
    • Target selectivity by cable network, by program, by time-of-day
    • In multi-system cities, geographic selectivity may be available
magazines as local media
City Magazines

Allow advertisers geographic emphasis in many larger cities

Regional Magazines

Allow emphasis in regions of the country

Even National Magazines

Special city and geographic zoning available for higher circulation magazines

Magazines as Local Media
out of home as local media
Almost exclusively local, Place-based media

Pick your place

Directional messaging

Reach the target on the go, going your direction

Limited to only short messages

More about simple exposure

Out-of-home as Local Media
directories as local media
Directories as Local Media
  • Yellow Pages and other directories
    • Always on hand
    • Consulted for product/service options
  • Simple listing or display alternatives
    • Listing right for some advertisers
    • Display needed for other advertisers
  • Annual media buy
    • Take care to get the info right!
directories as local media13
Directories as Local Media
  • Directional information
    • What matters most (not USP advertising)
  • A voluntary medium
    • Consulted specifically for advertising
  • Wide availability
    • At least one in every home and business
  • Staying power
    • Kept around and within reach all year
direct as local media
Direct as Local Media
  • Direct mail to reach customers and neighbors in their home
  • Database Marketing on a local, business specific basis
    • Proprietary
    • Purchased
new media locally
New Media Locally
  • Audiotext – sponsored phone messaging used by
    • Newspapers
    • Park district camps and sports programs
  • In-store advertising and couponing
  • Interactive kiosks and teller machines in stores
local media planning
Local Media Planning
  • Matching media with markets
    • Broad and narrow
  • The local market profile
    • Knowing your market
  • Research on a local level
    • Primary techniques
    • Secondary sources
matching media with markets
Matching Media With Markets
  • Even on a local level
    • Some media reach a broader audience
    • Some media reach a narrower audience
  • Especially on a local level
    • Some advertisers need a broader audience
    • Some advertisers need a narrower audience
case study same location different markets
Case Study:Same Location – Different Markets
  • DeLuxe Cleaners and Betters’ Better Gourmet
    • Same strip mall location
    • Different business models
    • Different target markets
    • Different media plans
different target markets
Different Target Markets
  • DeLuxe Cleaners
    • 90% of the business lives in the neighborhood
  • Betters’ Better Gourmet
    • Neighborhood market for weeknight take-out business
    • Broader market for weekend and “freezer food” shoppers
different media plans
Different Media Plans
  • DeLuxe Cleaners
    • Neighborhood weekly newspaper
    • Neighborhood flyers
      • Direct mail by zip code and customer database
  • Betters’ Better Gourmet
    • Daily city newspaper food day and weekend entertainment
    • Specialty papers arts/entertainment
    • Customer database mailings
the 10 minute media plan
The 10-Minute Media Plan
  • DeLuxe Cleaners
    • Typical of many local businesses
    • 90% of the business generated within a 10-minute radius of the store location
  • Media used should be in the same radius
    • Store-front signage
    • Zip code and neighborhood flyers
    • Partnerships with other neighborhood stores
    • Local neighborhood newspaper or billboard location where available
local market profile
Local Market Profile
  • Know your market, be the expert
    • Population/Consumer base
    • Economic Base
    • Behavior patterns
    • Media alternatives
population consumer base
Population/Consumer Base
  • Population statistics and trends
  • Demographic characteristics and trends
    • Age, income, education, etc.
  • Lifestyle variables and trends
    • Home ownership, neighborhood development, etc.
economic base
Economic Base
  • Tax basis and trends
  • Retail sales by area and trends
  • Employment statistics and trends
  • Tourism trends (if any)
behavior patterns
Behavior Patterns
  • Geographic trading zones
  • Vehicle and pedestrian traffic patterns
  • Shopping behaviors
    • Time of day
    • Day of week
    • Week of month
media alternatives
Media Alternatives
  • Media available by media class
  • Media spending by retail category
  • Retail spending by media
  • Media audience measures and rankings by class
  • Special geographic media alternatives available
market research how do you find this stuff
Market Research:How do you find this stuff?
  • Primary Research
    • Store or customer research
    • Media research
  • Secondary Research
    • Government reports
    • Industry reports
    • Syndicated research
primary research locally
Primary Research Locally
  • Surveys
  • Focus Groups
  • Mall Intercept questionnaires
  • One-on-one Interviews
secondary research locally
Secondary Research Locally
  • Government Reports
    • Chamber of Commerce research
    • Survey of Buying Power
    • US Census data
    • Government Studies
    • Statistical Abstract
secondary research locally30
Secondary Research Locally
  • Industry Reports
    • Trade magazines
    • Trade associations
    • Specialized reports
secondary research locally31
Secondary Research Locally
  • Syndicated Research
    • Donnelly Demographics
    • Regional/Market studies by Nielsen, Arbitron, Scarborough
    • CD-ROM databases
    • Published media reports
      • Media associations
      • Media services like SRDS
  • The Local Media Mix
  • Matching Media and Markets
    • Broad and narrow
  • The importance of knowing your market, inside and out
  • Specific research techniques in local market planning