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Chapter 7: tradition media channels - Coggle Diagram
Chapter 7: tradition media channels
Nature of media strategy
Media strat is analyzing and choosing media for advertising/promo campaigns
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.
Effectiveness tied to the:
the quality of media choices
creativity
Financial consideration
agency culture and track record
relationship with media representatives
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 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
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
