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Media & The Marketing of Messages. Chapter 3. Media & The Marketing of Messages. Media Speak Media Building Blocks Strengths & Weaknesses Building The Media Plan. Today we’ll cover …. Media Speak. Media/Medium/Vehicle Media = collective noun (pl form)

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media the marketing of messages2
Media & The Marketing of Messages
  • Media Speak
  • Media Building Blocks
    • Strengths & Weaknesses
  • Building The Media Plan

Today we’ll cover…

media speak
Media Speak
  • Media/Medium/Vehicle
    • Media = collective noun (pl form)
    • Medium = one type of media
    • Vehicle = single carrier
media speak4
Media Speak
  • Audience/Coverage/Composition
    • Audience
      • number or % exposed to a vehicle
    • Audience Coverage
      • number or % reached by a single insertion or exposure in a specified area
    • Audience Composition
      • statistical breakdown of a media vehicle’s total audience
media speak5
Media Speak
  • Ratings & Circulation
    • Broadcast Media use Rating Points
      • % of Target Audience reached by a media vehicle
    • Print Media use Circulation
      • Number of copies sold or distributed
media speak6
Media Speak
  • Above-the-Line/Below-the-Line
    • Above = paid advertising
    • Below = sales promotion, PR, events
  • Traditional/Non-Traditional
    • Traditional = major mass media
    • Non-Traditional = unique media opportunities and new media forms
media speak7
Media Speak
  • “Brand Contact Points”
    • Every possible point of contact between a brand and its consumers
  • Clutter
    • More media channels
    • More messages in each channel
  • Fragmentation
    • More audiences, Smaller audiences
media building blocks
Print Media

Newspapers

Magazines

Out-of-home

Broadcast Media

Radio

Television

Cable TV

Media Building Blocks

Strengths & Weaknesses:

print
Portable

“Time independent”

Not a fleeting medium - it lasts

Accommodates complex copy

Good picture quality

Easier to feature more than one product

Versatility

Can be preserved and reread

Journalistic content = credibility & prestige

Can deliver coupons

Print

Common Advantages

newspapers
“Prestigious”

Readers upscale

Readers use ads

Less lead time

Strong local emphasis

Sense of immediacy

“Cataloging Value”

Reproduction varies

Not much passalong

Can be expensive

Cluttered

Not read thoroughly

Poor demographic selectivity

May have adverse editorial

Newspapers

Strengths & Weaknesses:

magazines
Special audience opportunities

Can be long-lasting

Repeat exposure

High “passalong”

Creative flexibility

Building audience takes time

Can be cluttered

Early closing dates

Magazines

Strengths & Weaknesses:

slide12
Poor demographic selectivity

Limited time. Limited copy.

Complicated logistics

Can be expensive

Legal restrictions

Frequency and repetition

Large audiences. Low cost.

Visual impact

Blanket coverage

Versatility

Out-of-Home

Strengths & Weaknesses:

radio
Various formats. Special audiences.

Inexpensive

Affordable frequency

Affordable production

Reaches mobile market

Scheduling & creative flexibility

Immediacy

Radio

Strengths & Weaknesses:

  • Radio Spots are fleeting
television
Impact

Market coverage

Intrusive

Flexible

Cost-efficient (CPM)

Prestigious

Fleeting

Expensive

Big shows. Big Bucks.

Production can be expensive

Best shows have limited availability

Television

Strengths & Weaknesses:

cable satellite tv
Geographic flexibility

Inexpensive

Varied programming. Specialized audiences.

Upscale audiences

Wide variety of ad formats

Low ratings

Reporting is inadequate

Cable & Satellite TV

Strengths & Weaknesses:

building
Building

The Media Plan…

building the media plan
Building The Media Plan:
  • Successful media planningis the task of selecting and scheduling media that will reach as many of the target audience as frequently as possible for the least amount of cost.
building the media plan18
Building The Media Plan:
  • The Media Plan is…
    • a blueprint for future action… organizing a brand’s advertising into media objectives and strategies that are:
      • Goal-Oriented - increase sales/share
      • Make sense - effective/efficient
      • Manageable - can be executed, flexible, developed before the buy.
media planning trends
Media Planning Trends:

A New Revolution

  • New importance of the media function
    • “Unbundling” = New Media Agencies
    • New Global Relationships
      • Mega-brands and mega-agencies
  • Growing # of media choices means growing need for media planning
  • Development of “account planning” style media planning
slide20
:

Media Planning Trends:

A New Revolution

  • “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

media planning trends21
Media Planning Trends:

A New Revolution

  • “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

media planning trends22
Media Planning Trends:

A New Revolution

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

Andy Tilley. Zenith Media

summary
Summary
  • Media Speak, key terms and concepts
  • Media building blocks with strengths and weaknesses of each
  • Trends in media planning today