CHAPTER 7
Media Selection in Advertising
What’s Happening?
http://www.youtube.com/watch?v=57e4t-fhXDs
News Story: http://
www.ctvnews.ca/mobile/canada/say-goodbye-to-the-timbit-dutchie-tim-hortons-getting-rid-of-24-menu-items-1.1696571
https://www.youtube.com/watch?v=o4wNMOapzyw
What kinds of ads get your attention? Are they found in “traditional” media like television or
unusual places?
Where is the most unique or “oddest” place that you have seen an ad?
This ad was above a urinal.
Attention getting ad? Why or why not?
Media Planning
Focus on consumer behaviourCreate plans that reflect the purchase
process (Chapter 3)Positively influence consumer in the
marketplaceStudy media choicesListening and viewing habits
8-6Media Planning
An advertisement by New Balance placed in Runner’s World magazine by the media planner.
Factors that have changed the role of Media
IMC – more than just mass advertising nowCost factorsTechnologyGlobalizationComplexity of the media functionProfitability
Media Selection Factors
Reasons as to why certain media are selected:Organizational ObjectivesTarget market(s)CostsMessage ThemeConstraintsProduct/Service considerations
Media Selection
Media selection factors influence our marketing communications mix.
Marketing communications mix – the combination of tools used to promote a product or service. Could include, but not limited to, advertising media (many forms), sales promotions, public relations and digital and social media.
Selecting Media
o Televisiono Radioo Transito Billboardo Outdoor /Out-of-Homeo Interneto Magazineso Newspaperso Direct Mailo Alternate media
F I G U R E 8 . 5Developing Logical Combinations of Media - Table 7.12
What’s Happening
https://www.youtube.com/watch?v=jIfV2OYpyJo
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)
Achieving Advertising Objectives
2. Recency theory One exposure may be enough Effective the closer to a purchase States that consumers use selective retention when
they consider ads. Advertising is a waste of money when intended
market is not reached
Achieving Advertising Objectives
o Media Multiplier Effecto The combined impact of using two or more media is
stronger than using either medium aloneo Often the reason for using several different mediao This ensures a broader effective reach
Ad Campaign Continuity
Continuous campaignAdvantages:Serves as a constant reminder to the customerCovers the entire buying cycleDisadvantages:Higher costsPotential for overexposure
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
Pulsating Campaign
Advantages:Same as the two previous methodsDisadvantage:Not required for seasonal products, or other
cyclical products, therefore adding to organization’s expenses
Advertising Terminology
Reach Number in target audience exposed Typically 4-week period
Frequency Average number of exposures within a given period
Opportunities to see (OTS) Cumulative exposures Placements x frequencyRatings and Cost per Rating Point (CPRP)
Ratings measure percent of target market exposed by mediumCPRP allows for comparison across mediaCost of media buy / vehicle’s ratingWeighted CPM
Advertising Terminology
CostsCost per thousand (CPM)CPM allows for cost comparisons
Gross rating points (GRPs) Measures impact of intensity of media plan Vehicle rating x OTS (number of insertions)Impressions
Gross impressions – total audience exposed to adContinuity
Continuous campaignPulsating campaignFlighting (or discontinuous) campaign
Table 7.3 plus
MagazineCost for 4-color fullpage ad
Totalreadership
(000's)
CPMTotal
Target Market (20M)
Rating(Reach)
Cost per RatingPoint (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
How Important Is Advertising to Magazines?
The chart below shows the top five magazines and the percentage 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%
Alternative Media Venues
o Cinemao In-tunnel, subwayo Parking lot/streeto Escalatoro Airline in-flighto Leaflets and
brochureso Carry home menuso Carry home bagso Clothingo Mall signso Kiosks
Traditional Media using a different approach
EXAMPLES
Alternative Media
MORE EXAMPLES
H TT P: / / T H E C H I V E . C O M / 2 0 1 2 / 0 8 / 0 2 / C L E V E R - A DV E RT IS EM E N T S - A R E - A LWAY S - R EF R E S H I N G -T O - S E E - 2 3- P H O T O S /
Alternative Media
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