TMK.edu Traditional Media Buying Presentation: August 2015
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Transcript of TMK.edu Traditional Media Buying Presentation: August 2015
Be inventiveTraditional Media Buying
June 30, 2015
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Agenda
• Traditional Media Overview• Television• Radio• Print• Outdoor• Network Upfronts
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Traditional Media Overview
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Average Time Spent
Time Spent Trends•In 2013 the average time spent with digital media surpassed TV for the first time•We are still spending more time with TV than we did in 2010•Print and Radio have both seen steady decline in time spent over the past five years
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Planning Pillars
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Cultural Perspective
OUR WORLD USA
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Television
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Television Overview
Strengths Limitations
Immediate Impact Competitive Clutter
Quickly Builds Awareness Fragmented Viewership
Sight, Sound, & Motion High Out-Of-Pocket
Geographically Flexibility Time-Shifted Viewing
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Ways to Buy Television
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Local and Direct Response
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Buy Model
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Dayparts
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Radio
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Radio Overview
Strengths Limitations
Local Presence Background Medium/Non-Intrusive
DJ Mentions/Added Value Lack of Visual and Brand Logo
Low Cost of Entry Limited Reach
Immediacy and Frequency Expensive to Cover Markets
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Ways to Buy
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Dayparts and Formats
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Magazine Overview
Strengths Limitations
Audience by Demo, Lifestyle, Interest Slow Reach Build
Long Self Life Longer Lead Times
High Quality Reproduction Limited Geographic Flexibility
Detailed Copy Expensive to Build Frequency
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Magazine Types
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Units Types
P4CB
Spread
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Newspaper Overview
Strengths Limitations
Rapid Cume One Day Readership
Geographic Selectivity Cluttered Environment
Variety of Unit Sizes Lack of Editorial Control
Short Lead Times Low Pass-Along Rate
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Newspaper Types
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Newspaper Units
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Outdoor
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Outdoor Overview
Strengths Limitations
Broad Reach Copy Limitations
Frequency Builder Passive Media
Location Specific High Production Costs
Reminder/Support Medium Long Lead Time
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Billboard
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Sidewalk
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In Store
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Transportation
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Cinema
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Network Upfronts
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Upfront v Scatter Overview
Upfront Scatter
Long Lead Time Shorter Lead-Time
Broad Selection of Programming Offers More Flexibility
Audience Guarantees/Protection Higher Rates (In General)
Favorable Rates Lower Barrier to Entry
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New Fall Shows
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Life In Pieces
• CBS• Mondays @ 8:30• This comedy explores one family
through the separate stories of its different family members.
• https://youtu.be/pU7wHKrSscw
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Limitless
• CBS• Tuesdays @ 10:00• Based on the 2011 film of the same name,
this drama stars Jake McDorman as Brian Sinclair, who, after, discovering the power of the mysterious drug NZT, is coerced into using his new abilities to solve weekly cases for the FBI.
• https://youtu.be/yAZpdTR1mTY
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Supergirl
• CBS• Mondays @ 8:30• Kara Zor-El escaped her home planet
Krypton during its destruction. After hiding the powers she shares with her famous cousin Superman, she finally decides to embrace her superhuman abilities and he a hero.
• https://youtu.be/Lm46-envrHo
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Blood and Oil
• ABC• Sundays @ 9:00• This show follows a young couple who
move to North Dakota’s busy oil fields hoping to make big money. But a ruthless tycoon stands in their way and forces them to put everything on the line, including their marriage.
• https://youtu.be/WUrfKsGFWEg
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THANK YOU