Brief Idea about arms of mass media and their salient points

1. Traditional
Media Channels
8-1

2. Media Strategy
The process of analyzing and
choosing media for an advertising
and promotional campaign to
maximise the “reach” and “impact”
among the TG.
8-2

3. People Involved in Media
Selection
Media Buyer
Media Planner
Account
Creative
Executive
Client
8-3

4. People Involved in Media Selection
Media Planner
• Formulates media program
• Conducts research on
audience characteristics
• Matches media with target
market characteristics
8-4

5. People Involved in Media Selection
Media Buyer
• Works closely with media
planner
• Purchases media time and
space
 Agency size not related to media
price, quality
 Culture and experience important
8-5

6. Traditional Media Selection
• Broadcast media
 Television
 Radio
• Outdoor
• Print media
 Magazines
 Newspapers
8-6

7. Television
Advantages Disadvantages
• High reach • Clutter
• High frequency • Channel surfing
potential during
• Low cost per contact commercials
• Creative • Short amount of
opportunities copy
• High intrusion value • High cost per ad
• Segmentation • Low recall due to
possibilities clutter
8-7

8. Nielsen Ratings
• Measure TV audience
• Determines ad rates
• Nielsen rating – number of
households tuned into a program
• Share – number of households with
TV on watching a particular program.
8-8

9. Televisionads
Local/Regional TV
• Excellent for local and
regional companies
• National brands – spot TV
ads
• Can generate higher GRPs
at lower costs
8-9

10. Radio
Advantages Disadvantages
• Low cost per spot • Short exposure
• Low production cost time
• Use of music • Low attention
• High segmentation • Poor national
potential audience capability
• Flexibility in making • Target duplication
new ads in many areas
• Ability to modify ads
quickly and locally
• DJ intimacy
• Mobility
8-10

11. Outdoor
Advantages Disadvantages
• Large ads • Legal limitations
• Select geographic • Short-exposure
areas time
• Accessible for • Brief message
local ads • Limited
• Low cost per segmentation
impression • Cluttered travel
• Broad reach routes
• High frequency
8-11

12. Magazines
Advantages Disadvantages
• High segmentation • Long lead time
• High color quality • Little flexibility
• Long life • High cost
• Direct response • Clutter
techniques • Declining
• Read during readership
leisure
• Longer attention to
ads
8-12

13. Newspapers
Advantages Disadvantages
• Priority to local ads • Clutter
• Coupons and • Short time span
special response • Poor quality
ads reproduction
• High credibility • Limited audience
• Strong audience • Poor national
interest buying
• Longer copy procedures
• High flexibility
• Cumulative volume
discounts
8-13

14. Developing Logical Combinations of
Media
8-14

15. U.S. Advertising Expenditures by
Media for Coca-Cola

16. B-to-B Advertising
• Shift in media buys
 Approximately half of all b-to-b ad spends
are in non-business environments
• Reasons for shift
 Business decision makers are consumers.
 Business decision makers are difficult to
reach at work.
 Clutter among business outlets.
8-16

17. B-to-B Advertising
• Television – 25.4%
• Radio – 6.7%
• Outdoor – 3.0%
• Magazines
 Business publications – 26.0%
 Consumer magazines – 11.5%
• Newspapers – 18%
• Internet – 9.6%
8-17