Chapter 7: tradition media channels

Nature of media strategy

Refer to chapter 5 for people involved in media selection

Media buyers, purchase the space/platform and negotiation rates, little connection to the agency size and price. small agencies have better knowledge on local markets.

B2B media selection:

  • their ads are looking more like consumer ads
  • Reasons for shift( decision-makers also consumers, difficult to reach)
    Clutter in b2b traditional media
  • increase in advertising through consumer media
  • trade publications still important
  • business mags

International media concerns:

  • Media importance varies
  • Media viewing habits vary across countries
  • Media buying is different
  • cultural mores vary

Media strat is analyzing and choosing media for advertising/promo campaigns

Media planning: strat and purchase ad placements by determining the best media combination of media to achieve marketing goals.


  • Media planner creates the plan of where and when an ad should be placed
  • Media buyer, purchases the space, negotiation rates, times, and schedule for the ads
  • a spot ad is a one time placement of a commerical in a channel

Components of a media plan: Marketing analysis, ad analysis, Media strategy, and media schedule justification and summary

Effectiveness tied to the:

  • the quality of media choices
  • creativity
  • Financial consideration
  • agency culture and track record
  • relationship with media representatives

Advertising Terminology and formulaes

Reach is the amount of the target audience exposed(over 4 week period)

  • Frequency is the average number of exposures
  • Opportunities To See(OTS), the cumulative exposure (Placements x frequency)
  • Gross rating points(GRPs), measure the impact of intensity of the media plan(vehicle rating x OTS(number of insertions))
  • Cost is measured in thousand(CPM), allowing for a cost comparison
  • Ratings and cost per rating point, ratings are a measure of the target market exposed by the platform, allow the comparisons of multiple media, media buy /Vehicle's rating, weighted CPM
  • Continuity, Continuous campaign, pulsating campaign and flighting (discontinuous campaign)
  • Gross impressions, with the total audience exposed to add

Achieving ad objectives

3 exposure hypothesis:

  • made by Herbert Krugman,
  • min of 3 exposure for an ad to be effective
  • intrusion value

Recency Theory,

  • Clutter is more effective 3 isn't enough, selective attention and focus
  • people only focus on certain ads
    one ad exposure may not be enough
  • requires continuous advertising
  • increasing exposure through reach
  • Effective reach and frequency,
  • Brand Recognition, focuses on the visual representation in order for customers to recognize the brand.
  • Brand recall, focuses on the repetition of ads and frequency has more value than the reach

Brand recognition:

  • Goal, create/reinforce mental linkages,
  • Method, increase reach
  • Best media, telly, outdoor, mags, internet, and direct mail

Brand recall:

  • place brand in evoked,
  • increase frequency(repetitions),
  • Best media: Television, Radio, Newspapers, Internet

Television:
Advantages

  • high reach
  • high-frequency potential
  • low cost per contact

Disadvantages:

  • High level of clutter
  • Low memory recall due to clutter
  • Channels surfing during ADs

Radio ads:
Advantages

  • recall promoted
  • narrower target markets
  • Ad music can match audience

Disadvantages:

  • short exposure time
  • low attention
  • Difficult to reach national audience

Out-of-Home:
Advantages

  • select key geographic areas
  • accessible for local ads
  • low cost per impression

Disadvantages:

  • Short exposure time
  • Brief messages
  • Little segmentation

Magazine Advertising:
Advantages

  • high market segmentation
  • targeted audience by mag
  • long life span

Disadvantages:

  • Declining readership
  • Clutter (more than one ad per page)
  • high cost

Newspaper Ad:
Advantages

  • High flexibility
  • high credibility
  • longer copy

Disadvantages:

  • poor buying procedure
  • short life span
  • aging readership

Media mix, Select the proper mix of media, media planners and buyers are in charge of the media mix, Media multiplier effect*.

Developing Logical Combinations of Media:

  • Market scale
    • local
    • regional
    • national
    • global
  • Market characteristics
  • Media choices
  • Message content
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