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2006 By Default!

 In general, "media" refers to various means of communication. For example, television, radio, and the newspaper are different types of media. Media: an umbrella term for all types of print, broadcast, out-of-out, and interactive communication. Medium: Each specific type of media (TV, Radio, Newspapers)

 1. Target Market. Whom are you going to sell to?

Demographic, geographic and psychographics characteristics

2. Where is product or service distributed?

Local, regional, national or selected markets Remember BDI and CDIs

 3. What is Budget?
Percentage of sales Share of market and Share of Voice Objective and Task Unit of Sales and Case Rate Competition Test Market Experimental Computer modeling Affordable and Available Funds

 4. What is Competition Doing?

Budgets Which Media? Which Schedules? And more

Electronic/Broadcast Print Color/B&W Demonstration Simple Statements

5. Nature of Message?

6. Media Mix

Combination of different media, and size of ads Which Media? Which Schedules? And more
Hot tea vs. Cold tea? Snow blowers, toothpaste, coffee. Morning Drive and Evening Drive Fighting Pulsing

7. Seasonality and Length of Schedule?

 8. Tie-ins with Merchandising and Sales Force?

Coupons, Contests, Trade Deals, Sales Calls, Displays, Budgets. Which Media? Events
Super Bowl Academy Awards Sports

Which Schedules? And more

 9 .Cost Efficiencies
Which Media? Which Schedules? Which Vehicles?

10.Life cycle of each brand

Newspapers
Formats and Features:
Broadsheets Tabloids Content divided by topic Ad space is sold per column inch (a space that is one column wide and one inch tall) (Ex. If column is 4 columns wide and 10 inches tall-40 column inches). Coverage & audience measurement: circulation and readers per copy (RPC)

Newspapers
Classified ads: small-space, words-only ads presented in a clearly labeled section with no surrounding editorial content. (Classified display ads: includes graphics and larger sizes of type) Display ads: ads that generally contain more graphics and white space that copy and appear next to editorial content. Supplement inserts: inserts that are preprinted by an advertiser and enclosed with the newspaper Free-standing inserts: supplements that contain ads, most with coupons, for a variety of national brands.

 Mass medium

Selective attention

Local medium Comprehension in scope Geographic selectivity Timeliness Credibility

Creative flexibility An active medium A permanent record Reasonable cost

What Works Best in Print

Use simple layouts Always caption photos Long copy is okay Avoid negative headlines Develop a single ad format Before-and-after photos better than words

Seek story appeal

Photos work better than illustrations

Do not print copy in reverse type

Make each ad a complete sale

Look at your ad in its editorial environment

 Magazines
Classification: Frequency of distribution (weekly, monthly, quarterly) Type of audience (consumer, business, trade and professional) Type of distribution: Paid-circulation publications-magazines that sell subscriptions Controlled-circulation publications-trade, industrial, and organizational magazines that are distributed free to those working in a given subject area or affiliated with a given organization Higher pass-along rate or RPC

 Magazines
Gatefolds: two or more oversize pages that fold-out from the magazine Tip-ins: Pre-printed ads that are bound or glued into the magazine but are printed on heavier paper than the rest of the magazine. Business Reply Cards (BRCs): postcard-sized ads that are (a) slipped between the pages (so they easily fall out when the magazine is read), (b) tipped into the binding so they are easily seen but held in place, or (c) stuck onto an ad. Pop-up ads: three-dimensional ads that stand up when the magazine is opened to the page on which they appear. Scent strips: patches that readers can scratch or pull off to elicit a smell (used for perfumes, air fresheners, and foods).

 Magazines
Ad space sold in portions of a page-quarter-, half-, and fullage ads, as well as double-page spreads (which are ads printed across two facing pages). Bleed ads: ads with graphics that go to the edge of the page.

Pros of Magazine Advertising

Flexibility

Cost efficiency

Color
Authority and believability

Selling power
Reader loyalty Extension passalong readership Merchandising assistance

Permanence
Prestige Audience selectivity

Audience measurement
Rating point: 1 percent of a communication vehicles
coverage area that has been exposed to a broadcast program. Audience share: the percentage of persons using a radio or TV at a particular time who are tuned to a

particular station.
Sales pricing (:30 and :60)

Radio
Image transfer: a process by which members of a target audience exposed to the sights and sounds of a brands TV

message when they are exposed to a

similar soundtrack on radio. Daypart: block of time identified by a

station for the purpose of setting ad rates

(6-10AM, 10AM-3PM, 3-7PM, 7PMMidnight, Midnight-6AM)

Pros
Reach and Frequency
Selectivity

Cons
Limitations of sound Segmented audiences Short-lived and halfheard commercials

Cost-efficiency
Timelessness Immediacy

Local relevance
Creative flexibility

TV
Infomercials: 30-minute commercial program that demonstrates a product, presents testimonials from satisfied users, and offers viewers one or more ways to buy the product direct (toll-free number, website address, mailing address). Interactive TV: the convergence of computers, television, and the internet

Pros
Mass coverage Low cost Some selectivity Impact Creativity

Cons
High production costs High air-time costs Limited selectivity

Zipping and Zapping

Prestige
Social dominance

Out-of-home
Billboards or outdoor boards Theater and video ads Product placement in movies Aerial advertising Electronic kiosks Ads in elevators or bathroom stalls Banner displays on ATM Chalk and stencil sidewalk messages Placards on shopping carts

Cinema and Video

Promotional video networks: companies that use videos or satellite transmission to a distribute programs and commercial messages.

Nontraditional Media
Guerilla marketing: a marketing approach that reaches people in unconventional ways-in the streets or in other unexpected places.

Product Placement
Paid verbal or visual brand exposure in entertainment programming

Pros
Accessibility Reach Frequency Geographic flexibility Demographic flexibility Cost (lowest per exposure) Impact Creative flexibility Location

Cons
Fleeting message Environmental influence Audience measurement Control (hard to inspect panels for quality, etc.) Planning and costs (long lead times, upfront costs) Availability of locations Visual pollution

Truck Ads Bus Wraps

Pros
Long exposure Repetitive value Eagerly read messages Low cost Creative flexibility (special constructions, etc.) Need satisfying (able to target it well) Environmentally sensitive (fits growth in public transit)

Cons
Status (lack of) Crowded environment Selectivity Location Creative restrictions (copy limited, etc.)

Banner Ads Content Sponsorships Email Ads Websites

Pros
Truly Interactive Enormous audience Immediate response Affluent market In-depth information Rapid-growth industry Business-to-business Advertorials Virtual storefront

Cons
Untested medium Targeting costs Slow downloads Not yet mainstream Ad may be placed inappropriately Unproved security and privacy Global marketing limitations

Pros
Selectivity Intensive coverage, extensive reach Flexibility Control Personal Impact Exclusivity Highest response Testability

Cons
High per-exposure cost Delivery problems Lack of editorial content support Selectivity problems Negative attitudes Environmental concerns

Examples of Nontraditional Media

ABC Inflight Act Media Aislevision Aladdins Castle Beyond the Wall Channel One CineSpot CNN Airport Network Cover Concepts Book Covers Go Cards Instant Coupon Machine Military Media Boards Miller Airship Resort Sports Network Roadmark Fleet Advertising Screenvision U Airplanes Supermarkets Supermarkets Malls College posters High schools Cinemas Airports High schools Health clubs, restaurants Supermarkets Military bases Blimps Resorts Trucks Cinemas College newspapers