The document provides information on media terminology, classifications, and characteristics. It defines key terms like media planning, objectives, strategy, vehicles, and classifications. It also summarizes the advantages and disadvantages of various media like newspapers, magazines, radio, television, directories, outdoor, and interactive/internet. Characteristics discussed include costs, reach, frequency, intrusiveness, flexibility, and impact.
1. 1
The Media Business
The word media comes from the Latin word
“middle.”
Media carry messages to or from a targeted
audience and can add meaning to these
messages.
2. 2
Media Terminology
Media Planning - A series of decisions involving the
delivery of messages to audiences.
Media Objectives - Goals to be attained by the
media strategy and program.
Media Strategy - Decisions on how the media
objectives can be attained.
Media - The various categories of delivery systems,
including broadcast and print media.
Broadcast Media - Either radio or television network
or local station broadcasts.
3. 3
Media Terminology
Print Media - Publications such as newspapers,
magazines, direct mail, outdoor, and the like.
Media Vehicle - The specific message carrier, such
as the Washington Post or Tonight Show.
Coverage - The potential audience that might
receive the message through the the vehicle.
Reach - The actual number of individual audience
members reached at least once by the vehicle.
Frequency - The number of times the receiver is
exposed to vehicle in a specific time period.
5. 5
Media Classifications
Most mass media guarantee only the
opportunity for a large audience to be
exposed to a brand.
Communication vehicles are specific
publications, networks, channels, stations,
and programs that make up a medium.
7. 7
Media Intrusiveness
Media vary in their degree of intrusiveness.
Ways to reduce intrusiveness include:
Chose media in which the target audience is
interested in the product.
Ask customers what type of information they
would like to receive, in what way, and
when.
9. 9
Print Media
Print media include:
Newspapers
Magazines
Directories
Mail brochures
Mail
Packaging
All other forms, which are produced by
printing and are relatively permanent
10. 10
Newspapers Characteristics
Advantages
High coverage
Low cost
Short lead time for
placing ads
Ads can placed in
interest sections
Timely (current ads)
Reader controls
exposure
Can be used for
coupons
Disadvantages
Short life
Clutter
Low attention-
getting capabilities
Poor reproduction
quality
Selective reader
exposure
12. 12
Directories
A directory is both a reference and an
advertising medium.
The most widely known is the Yellow Pages.
Yellow Pages advertising is often the primary
or only form of advertising used by many
small, local retailers.
A weakness of the Yellow Pages is that they
are printed only once a year.
13. 13
Broadcast Media
Broadcast media include radio and television.
Broadcast media differs from print in that
people often do other things while
listening or viewing, so messages are
fleeting.
Broadcast commercials are more intrusive
than print ads.
16. 16
Radio Characteristics
Advantages
Local coverage
Low cost
High frequency
Flexible
Low production
costs
Well-segmented
audiences
Disadvantages
Audio only
Clutter
Low attention
getting
Fleeting message
17. 17
Television Characteristics
Advantages
Mass coverage
High reach
Impact of sight,
sound, and motion
High prestige
Low cost per
exposure
Attention getting
Favorable mage
Disadvantages
Low selectivity
Short message life
High absolute cost
High production
costs
Clutter
19. 19
INTERACTIVE
A VARIETY OF MEDIA THAT ALLOWS THE
CONSUMER TO INTERACT WITH THE SOURCE
OF THE MESSAGE, ACTIVELY RECEIVING
INFORMATION AND ALTERING IMAGES,
RESPONDING TO QUESTIONS, AND SO ON.
20. 20
INTERACTIVE MEDIA
AUDIOTEX
AUTOMATED TELEPHONE INFORMATION SERVICES
CD-ROM
FAX ON DEMAND
INTERACTIVE TV
INTERNET
KIOSKS
AVAILABLE IN HOTELS, SHOPPING MALLS
ONLINE SERVICES
AMERICAN ONLINE, PRODIGY
SCREEN TELEPHONY
TELEPHONES EQUIPPED WITH KEYBOARD TO ENTER
AND ACCESS DATA
21. 21
Internet / Interactive Media
Characteristics
Advantages
User selects
product information
User attention and
involvement
Interactive
relationship
Direct selling
potential
Flexible message
platform
Disadvantages
Limited creative
capabilities
Web snarl
(crowded access)
Technology
limitations
Few valid
measurement
techniques
Limited reach
22. 22
Direct Mail Characteristics
Advantages
High selectivity
Reader controls
exposure
High information
content
Opportunities for
repeat exposures
Disadvantages
High cost/contact
Poor image (junk
mail)
Clutter
23. 23
Media Use Decision
— Print
Media Use Decision
— Broadcast
Media Use Decision
— Other Media
Creative Strategy Plan
Developing the Media Plan
Setting Media Objectives
Selecting Media Within Class
Selecting Broad Media Classes
Determining Media Strategy
Marketing Strategy Plan
Situation Analysis
24. 24
MARKET ANALYSIS AND TARGET
MARKET IDENTIFICATION
ADVERTISING TARGET
SIMMONS MARKET RESEARCH BUREAU--AUDIENCE SIZE
AND COMPOSITION--100 PUBLICATIONS, >800
CONSUMER PRODUCTS AND SERVICES
MEDAIMARK RESEARCH, INC--DEMOGRAPHIC & PRODUCT
USAGE, PROVIDES LIFESTYLE INFORMATION & MEDIA
USAGE CHARACTERISTICS OF THE POPULATION
WHERE TO PROMOTE
BUYING POWER INDEX--SALES & MARKETING MGT
MAGAZINE
BRAND DEVELOPMENT INDEX
CATEGORY DEVELOPMENT INDEX
25. 25
ESTABLISHING MEDIA
OBJECTIVES
GOALS FOR THE MEDIA PROGRAM
LIMITED TO THOSE THAT CAN BE
ACCOMPLISHED THROUGH MEDIA
EXAMPLES
USE BROADCAST MEDIA TO PROVIDE
COVERAGE OF 80 % OF THE TARGET
MARKET OVER A SIX MONTH PERIOD
REACH 60% OF THE TARGET AUDIENCE
AT LEAST THREE TIMES OVER THE SAME
SIX-MONTH PERIOD
26. 26
MARKET ANALYSIS AND TARGET
MARKET IDENTIFICATION--
continued
INTERNAL FACTORS--SIZE OF MEDIA
BUDGET, MGT & ADMIN CAPABILITIES,
ORGANIZATION OF THE AGENCY
EXTERNAL FACTORS--ECONOMY,
RAISING COST OF MEDIA,
TECHNOLOGY
SURVEY OF BUYING POWER INDEX--
POTENTIAL OF A METRO AREA
27. 27
MARKET ANALYSIS AND TARGET
MARKET IDENTIFICATION--
continued
BRAND DEVELOPMENT INDEX--
COMPARES % OF THE BRAND’S TOTAL
U.S. SALES IN A GIVEN MARKET AREA
WITH THE % OF TOTAL POPULATION
IN THE MARKET TO DETERMINE SALES
POTENTIAL
CATEGORY DEVELOPMENT INDEX--
POTENTIAL FOR DEVELOPING THE
TOTAL PRODUCT CATEGORY
28. 28
EVALUATION AND
FOLLOW-UP
HOW WELL DID THESE STRATEGIES
ACHIEVE THE MEDIA OBJECTIVES?
HOW WELL DID THIS MEDIA PLAN
CONTRIBUTE TO ATTAINING THE
OVERALL MARKETING AND
COMMUNICATIONS OBJECTIVES
30. 30
Media Planning Criteria
Considerations
The media mix
Target market coverage
Geographic coverage
Scheduling
Reach versus frequency
Creative aspects and mood
Flexibility
Budget considerations
31. 31
Brand and Category Analysis
Percentage of brand to
total U.S. sales in market
Percentage of total U.S.
population in market
BDI = X 100
Brand Development Index
32. 32
BRAND DEVELOPMENT INDEX
A BDI IS CALCULATED BY DIVIDING THE PERCENT OF SALES
A MARKET ACCOUNTS FOR, BY THE MARKET’S PERCENTAGE
OF POPULATION OF THE U.S. AN INDEX OF 100 WOULD
INDICATE A FLAT MARKET--SALES AND POPULATION ARE
EQUAL. AN INDEX OF LESS THAN 100 WOULD INDICATE A
POOR SALES MARKET--SALES ARE LESS THAN THE
POPULATION, AND AN INDEX OVER 100 INDICATES A
STRONG SALES MARKET
% POPULATION % SALES BDI COMMENTS
6.28 6.28 100 FLAT SAL MKT
6.84 10.71 157 STRONG SAL MKT
10.06 8.34 83 WEAK SAL MKT
33. 33
Brand and Category Analysis
Percentage of product
category total sales in market
Percentage of total U.S.
population in market
CDI = X 100
Brand Development Index
34. 34
Brand and Category Analysis
High market share
Good market
potential
High market share
Monitor for sales
decline
Low market share
Good market
potential
High
CDI
Low
CDI
Low market share
Poor market
potential
High BDI Low BDI
35. 35
Brand and Category Analysis
The market usually represents
good sales potential for both
the product and the brand.
The category isn’t selling well
but the brand is; may be a
good market in which to
advertise but should be
monitored for sales decline.
The product category shows
high potential but the brand
isn’t doing well; the reason
should be determined.
High
CDI
Low
CDI
Both the product category and
the brand are doing poorly;
not likely to be a good place
to advertise.
High BDI Low BDI
36. 36
Target Audience Coverage
Population excluding target market
Target market
Media coverage
Media overexposure
Coverage
Exceeding
Market
Partial
Market
Coverage
Full
Market
Coverage
Target
Market
Proportion
38. 38
Reach and Frequency
Reach of Two Program
Reach of One Program
Unduplicated Reach of Both
Duplicated Reach of Both
Total market audience reached Total market audience reached
Total reached with both shows Total reach less duplicate
40. 40
Marketing Factors Important to
Determining Frequency
Brand history
Brand share
Brand loyalty
Purchase cycles
Usage cycle
Competitive share of voice
Target group
41. 41
Message or Creative
Factors Important to
Determining Frequency
Message complexity
Message uniqueness
New vs. continuing campaigns
Image versus product sell
Message variation
Wearout
Advertising units
42. 42
Media Factors Important to
Determining Frequency
Clutter
Editorial environment
Attentiveness
Scheduling
Number of media used
Repeat Exposures
45. 45
COST OF MEDIA
MAGAZINE
PER-PAGE COST $156,000
CIRCULATION 4.0MM
CALCULATION OF CPM 156,000 X 1,000
4,000,000
CPM $39.00
BROADCAST
COST PER-PER SPOT AD $3,500
RATING 11
REACH (HOUSEHOLDS) 109,000
CALCULATION $3,500/11
CPRP $318.18
46. 46
COST OF MEDIA--
CONTINUED
NEWSPAPER
COST PER PAGE $32,205
COST PER INCH $268.60
CIRCULATION 499,000
CALCULATION
CPM PAGE COST X 1,000
CIRCULATION
CPM $32,205 X 1,000
499,000
$64.54
47. 47
CHARACTERISTICS OF MEDIA
MATCHING OF MEDIA TO MARKETS
EACH MEDIA HAS ITS OWN
CHARACTERISTICS THAT MAKES IT
BETTER OR WORST FOR ATTAINING
SPECIFIC OBJECTIVES