Media Selection in Advertising

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Transcript Media Selection in Advertising

Media Selection in Advertising
CHAPTER 7
What’s Happening?
 http://www.youtube.com/watch?v=57e4t-fhXDs
News Story:
 http://www.ctvnews.ca/mobile/canada/say-goodbye-to-the-timbitdutchie-tim-hortons-getting-rid-of-24-menu-items-1.1696571
 https://www.youtube.com/watch?v=o4wNMOapzyw
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?
Attention getting
ad? Why or why
not?
This ad was above a urinal.
Media Planning
 Focus on consumer behaviour
 Create plans that reflect the purchase process
(Chapter 3)
 Positively influence consumer in the
marketplace
 Study media choices
 Listening and viewing habits
Media Planning
8-6
An advertisement by
New Balance placed in
Runner’s World
magazine by the media
planner.
Factors that have changed the role of Media
 IMC – more than just mass advertising now
 Cost factors
 Technology
 Globalization
 Complexity of the media function
 Profitability
Media Selection Factors
Reasons as to why certain media are selected:
 Organizational Objectives
 Target market(s)
 Costs
 Message Theme
 Constraints
 Product/Service considerations
Media Selection
 Media selection factors influence our marketing
communications mix.
 Marketing communications mix – the combination
of tools used to promote a product or service. Could
include, but not limited to, advertising media (many
forms), sales promotions, public relations and digital
and social media.
Selecting Media
o Television
o Radio
o Transit
o Billboard
o Outdoor /Out-of-Home
o Internet
o Magazines
o Newspapers
o Direct Mail
o Alternate media
Developing
F I G U R ELogical
8 . 5 Combinations of
Media - Table 7.12
What’s Happening
 https://www.youtube.com/watch?v=jIfV2OYpyJo
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
 Size, placement, length of ad are factors to consider
 Number of media used is important (variability)

Achieving Advertising Objectives
2. Recency theory
 One exposure may be enough
 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
Achieving Advertising Objectives
o Media Multiplier Effect
o The combined impact of using two or more media is stronger
than using either medium alone
o Often the reason for using several different media
o This ensures a broader effective reach
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, therefore adding to organization’s
expenses
Advertising Terminology
 Reach
 Number in target audience exposed
 Typically 4-week period
 Frequency
 Average number of exposures within a given period
 Opportunities to see (OTS)
 Cumulative exposures
 Placements x frequency
Ratings and Cost per Rating Point (CPRP)
Ratings measure percent of target market exposed by medium
CPRP allows for comparison across media
Cost of media buy / vehicle’s rating
Weighted CPM
Advertising Terminology
Costs
Cost per thousand (CPM)
CPM allows for cost comparisons
 Gross rating points (GRPs)
 Measures impact of intensity of media plan
 Vehicle rating x OTS (number of insertions)
Impressions
Gross impressions – total audience exposed to ad
Continuity
Continuous campaign
Pulsating campaign
Flighting (or discontinuous) campaign
Table 7.3 plus
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
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%
Alternative Media Venues
o Cinema
o In-tunnel, subway
o Parking lot/street
o Escalator
o Airline in-flight
o Leaflets and brochures
o Carry home menus
o Carry home bags
o Clothing
o Mall signs
o Kiosks
Traditional Media using a different approach
Alternative Media
EXAMPLES
Alternative Media
MORE EXAMPLES
HTTP://THECHIVE.COM/2012/08/02/CLEVERADVERTISEMENTS-ARE-ALWAYS-REFRESHING-TOSEE-23-PHOTOS/