Transcript Media Selection in Advertising

Media Selection in
Advertising
Chapter 8
What kinds of ads get your attention? Are
they found in “traditional” media like
television or unusual places?
Where is the most unique or “oddest” place
that you have seen an ad?
Media Planning
• Focus on consumer behavior
• Create plans that reflect purchase
process (Chapter 3)
• Influence consumer in the
marketplace
Components of a Media
Plan
•
•
•
•
•
Marketing analysis
Advertising analysis
Media strategy
Media schedule
Justification and summary
Factors that have changed
the role of Media
• IMC – more than just mass
advertising now
• Cost factors
• Globalization
• Complexity of the media
function
• Profitability
FIGURE
8.5
Developing Logical Combinations
of Media
Media Selection Factors
•
•
•
•
•
•
Organizational Objectives
Target market(s)
Costs
Message Theme
Constraints
Product/Service considerations
Media Selection Factors
• Advertising Objectives
•
•
•
•
Reach
Frequency/OTS
Gross Rating Points = Reach X OTS
Cost per Thousand (CPM) = Cost/Total audience
X 1000
• Cost per rating point (CPRP) = Cost of
media/rating
Rating 
number of household turned to a program
total number of households in a market
• Gross impressions – audiences total exposure to
a communication
• Continuity – exposure schedule/pattern used in
the campaign
Table 8.1
Cost for 4color full
page ad
Total
readership
(000's)
CPM
Total
National Geographic
$346,080
21,051
Newsweek
$780,180
People
Magazine
Target Market (20M)
Rating
(Reach)
Cost per Rating
Point (CPRP)
$16.44
16.1
$21,496
15,594
$50.03
12.2
$63,949
$605,880
21,824
$27.76
9.4
$64,455
Southern Living
$11,370
5,733
$1.98
2.4
$4,738
Sports Illustrated
$965,940
13,583
$71.11
10.5
$91,994
$1,324,282
21,468
$61.69
15.9
$83,288
Travel & Leisure
$183,216
2,205
$83.09
2.3
$79,659
U.S. News
$100,740
8,929
$11.28
8.3
$12,137
Time
Ad Campaign Continuity
Continuous campaign
Advantages:
• Serves as a constant reminder to the
customer
• Covers the entire buying cycle
Disadvantages:
• Higher costs
• Potential for overexposure
Flighting Campaign
Advantages:
• Cost efficiency of advertising, only
used during purchase cycles
• Allows for more than one medium or
vehicle on limited budgets
Disadvantages:
• Lack of awareness, interest,
retention or promotional message
during non-scheduled times – could
lead to decay
Pulsating Campaign
Advantages:
• Same as the two previous
methods
Disadvantage:
• Not required for seasonal
products, or other cyclical
products
Selecting Media
•
•
•
•
•
•
•
•
•
Television
Radio
Transit
Billboard
Internet
Magazines
Newspapers
Direct Mail
Alternate media
Alternative Media










Leaflets, brochures, and carry-home menus
Ads on carry-home bags
Ads on clothing and caps
Ads on movie trailers (theater and rentals)
Yellow pages
Ads sent by fax
Video replay and signage at sporting events
Ads on walls in airports, subways, etc.
Guerrilla marketing
Product placements
This ad for a portable e-mail device is aimed at
busy travelers looking for convenience.
http://www.billboardinfo.com
How Important Is Advertising to
Magazines?
The chart below shows the top five magazines and the
percentage of their revenues generated by advertising,
subscriptions and newsstand sales
TV Guide
People
Time
Sports Illustrated
Better Homes & Garden
Total Revenue Advertising Subscribers Newstand
$1,172,127,000
41.9%
43.2%
14.9%
$1,155,395,000
61.8%
18.9%
19.3%
$962,651,000
68.4%
27.2%
4.4%
$905,313,000
67.8%
28.6%
3.6%
$595,667,000
74.6%
23.0%
2.4%
Source: Http://www.adage.com (1999 figures)
Media Mix - United States
Radio
3%
Magazines
20.9%
Outdoor
2.2%
Newspapers
21.4%
Internet
5.3%
Television
47.2%
Source: “100 Leading National Advertisers,” Advertising Age (June 29, 2004), pp. 1-5.
Achieving Advertising
Objectives
1. Three-exposure hypothesis
• Intrusion value
• Takes a minimum of three exposures for an
ad to be effective
• Effective frequency – number of times that
one must be exposed to message to achieve
its objective
• Effective reach - % of target market that
must be exposed to ad to achieve its
objective
Achieving Advertising
Objectives
2. Recency theory
• Effective the closer to a purchase
• States that consumers use
selective retention when they
consider ads.
• Advertising is a waste of money
when intended market is not
reached