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CHAPTER 8

Media Selection in Advertising

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What kinds of ads get your attention? Are they found intraditional media like television or unusual places?

Where is the most unique or oddest place that youhave seen an ad?

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This ad was above a urinal.

Attention gettingad? Why or why

not?

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Media Planning

Focus on consumer behaviour

Create plans that reflect the purchase process

(Chapter 3) Influence consumerin the marketplace Study media choices

Listening and viewing habits

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8-5

Media Planning

An advertisement by

New Balance placed inRunners World

magazine by the media

planner.

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Components of a Media Plan

Marketing analysis

Advertising analysis

Media strategy Media schedule

Justification and summary

See course website for a document containing moredetail

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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

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Media Selection Factors

Reasons as to why certain media are selected:

Organizational Objectives

Target market(s)

Costs Message Theme

Constraints

Product/Service considerations

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F I G U R E 8 . 5Developing Logical Combinations ofMedia - Table 8.9

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Advertising Terminology

Reach Number in target audience exposed

Typically 4-week period

Frequency

Average number of exposures

Opportunities to see (OTS)

Cumulative exposures

Placements x frequency

Gross rating points (GRPs) Measures impact of intensity of media plan

Vehicle rating x OTS (number of insertions)

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Advertising Terminology

CostsCost per thousand (CPM)CPM allows for cost comparisons

Ratings and Cost per Rating Point (CPRP)Ratings measure percent of target market exposed by medium

CPRP allows for comparison across mediaCost of media buy / vehicles ratingWeighted CPM

ImpressionsGross impressions total audience exposed to ad

ContinuityContinuous campaignPulsating campaignFlighting (or discontinuous) campaign

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Table 8.1

Magazine

Cost for 4-

color fullpage ad

Total

readership(000's)

CPM

Total

Target Market (20M)

Rating(Reach)

Cost per RatinPoint (CPRP)

National Geographic $346,080 21,051 $16.44 16.1 $21,496

Newsweek $780,180 15,594 $50.03 12.2 $63,949

People $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

Time $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

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Ad Campaign Continuity

Continuous campaign

Advantages:

Serves as a constant reminder to the customer

Covers the entire buying cycleDisadvantages:

Higher costs

Potential for overexposure

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Flighting Campaign

Advantages: Cost efficiency of advertising, only used during

purchase cyclesAllows for more than one medium or vehicle on

limited budgetsDisadvantages: Lack of awareness, interest, retention or

promotional message during non-scheduled times

could lead to decay

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Pulsating Campaign

Advantages:

Same as the two previous methods

Disadvantage:

Not required for seasonal products, or other cyclicalproducts, therefore adding to organizationsexpenses

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Selecting Media

o Televisiono Radio

o Transit

o Billboard

o Outdooro Internet

o Magazines

o Newspapers

o Direct Mailo Alternate media

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How Important Is Advertising to

Magazines?

The chart below shows the top five magazines and thepercentage of their revenues generated by advertising,subscriptions and newsstand sales

Total Revenue Advertising Subscribers NewstandTV Guide $1,172,127,000 41.9% 43.2% 14.9%

People $1,155,395,000 61.8% 18.9% 19.3%

Time $962,651,000 68.4% 27.2% 4.4%Sports Illustrated $905,313,000 67.8% 28.6% 3.6%

Better Homes & Garden $595,667,000 74.6% 23.0% 2.4%

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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)

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Achieving Advertising Objectives

2. Recency theory

One exposure may be enough

Effective the closer to a purchase

States that consumers use selective retention when theyconsider ads.

Advertising is a waste of money when intended market is notreached

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Achieving Advertising Objectives

o Media Multiplier Effecto 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

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F I G U R E 8 . 8

U.S. Advertising Expenditures by Media for Coca-Cola

Magazine, 17.7%

Newspaper, 3.1%

Television, 63.4%

Radio, 7.2%

Outdoor, 6.9%Internet, 1.8%

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Advertising Expenditures by Category

Source: Based on 100 Leading NationalAdvertisers,Advertising Age, (June 25, 2007), p. 9.

Category Total Magazines Newspapers Outdoor Television Radio Internet

Automotive $19.799 11.0% 25.4% 1.7% 50.4% 7.8% 3.7%

Retail $19.114 11.0% 35.4% 2.0% 33.8% 11.2% 6.6%

Telecommunications $10.950 8.2% 19.8% 2.5% 48.7% 7.1% 13.6%

Financial services $8.689 13.7% 21.8% 2.8% 36.3% 8.3% 17.0%

Food, beverages,candy $7.225 27.6% 0.7% 1.1% 64.2% 4.5% 1.8%

Restaurants $5.291 2.5% 3.5% 4.5% 78.4% 10.1% 0.9%

Apparel $2.911 75.1% 2.0% 1.0% 19.8% 0.7% 1.3%