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Media 101

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Presentation Transcript

  1. Media 101

  2. AGENDA Role of Media Media Types ???

  3. What is Media?

  4. Media is EVERYWHERE

  5. MEDIA TYPES Broadcast Television Radio Magazines Newspaper Print Bulletins/posters Transit Guerilla/Viral Out of Home Not just banners, but in-game, SEM, blogs, podcasts, mobile, etc. Digital

  6. Television • Role of Television • Create desire for brand/product, opportunity to educate with sight and sound • Strengths • High Reach potential, dynamic, high visibility, intrusive, high Frequency (Cable) • Limitations • High out of pocket costs, fragmented viewership, cluttered environment, long lead-time • Key terminology • TRPs, CPPs, dayparts, DMAs, networks

  7. RADIO Role of Radio • Reminder medium, reaches consumers primarily in their car (especially beneficial for retail advertisers) • “Go here. Buy now.” Strengths • Heavy frequency of message, relatively low of out pocket investment, short lead-time to purchase, can reach light television and magazine users Limitations • Does not provide tangible visual elements, several stations must be purchased to sufficiently reach the target audience, cluttered environment Key terminology • TRPs, CPPs, dayparts, DMAs, formats, rankers

  8. MAGAZINES Role of Magazines • Showcase the product, create brand awareness Strengths • High Involvement, opportunity to educate the consumer, focused editorial allows for both mass and targeted Reach, reaches light television viewers Limitations • Passive, requires a long-lead time, does not allow for immediacy of message, regional limitations Key terminology • CPMs, RPC, circulation, coverage, composition, positioning, frequency

  9. OUT OF HOME (OOH) Role of Out of Home • Provides strong Reach and Frequency levels, reach consumer near point of purchase, strong local market presence Strengths • Geographic targeting, broad Reach, high Frequency, immediacy of message, largest medium available, efficient CPM, 24-hour exposure Limitations • Reaches mass audiences (unable to target a demographic audience), limited to simple messages, relatively high production costs, zoning restrictions, long lead-time, high maintenance (fading, graffiti, obstructions) Key terminology • DEC, showings, bulletins, posters, shelters, viral/guerilla, reads

  10. DIGITAL Role of Digital • Provide ultra-targeted reach with “connected” consumers Strengths • Precision targeting, direct trackable response, can be optimized, “blank canvas” creative environment, can be incredibly efficient, specific content, consumer interaction, real time data collection, viral Limitations • Labor intensive tracking and analysis, relatively high production costs, intrusive advertising (consumers often strive to block ads), “big idea” creative concepts can be inefficient/low ROI Key Terminology • Click-through rate (CTR), SEM, SEO, Impressions, CPM, CPC, Banner ads, sky scrapers, point roll, keyword clicks, pop-ups

  11. Yahoo Homepage Youtube Medium Rectangle

  12. MEDIA IS EVERYWHERE College Campuses Television Mail Book Stores Coffee Sleeves Radio Wall Scapes Taxis Trains Beaches Water Bottles Sports Arenas Barware Digital Magazines Airports Matchbook Covers Buses Schools Glasses Posters Malls Sky Writing Napkins Clubs ShoppingCarts Gyms Bill Stuffers Bulletins Newspaper Movie Theaters Restaurants Menus Bus Shelters Valet Parking Stubs

  13. ROLE OF MEDIA Media is not just a numbers game played in a vacuum… …It is done in conjunction with: - Account Management & Client: Provide marketing/advertising objectives - Account Planning: Helps define the target audience dynamics and overall advertising strategy/positioning - Creative: Defines message types -

  14. MEDIA FUNCTIONS The brains, the architects, the innovators. Strategists, evangelists, philosophers and stewards. Planning The negotiators, the muscle, the scouts. Prognosticators, wranglers, police and stewards. Buying The librarians, the teachers, the supporters. Brainiacs, analyzers, and number crunchers. Research

  15. MEDIA PLAN COMPONENTS The best media plans come from a thorough: • Understanding of the marketing and advertising objectives • Incorporating dynamic and efficient media opportunities • Applying common sense Every media plan must contain at least four elements Parameters/ Considerations Objectives Strategies Tactics

  16. Questions???

  17. Thank