Traditional Media Channels

Media Strategy

• Media strategy is the process of analyzing and choosing media for advertising and promotional campaigns.

Media Planning

• Involves an analysis of the target market.
• Focuses on consumer behavior and understanding the purchase process.
• Includes studying media choices and listening/viewing habits.

Components of a Media Plan

• Marketing analysis.
• Advertising analysis.
• Media strategy.
• Media schedule.
• Justification and summary.

People Involved in Media Selection

• Media planner.
• Media buyer.
• Account planner.
• Account executive.
• Creative.
• Client.

Media Buyers

• Purchase space and negotiate rates.
• Placement is an important consideration.
• Effectiveness related to media choices, creativity, financial stewardship, and relationships with media representatives.

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).
• Costs: Cost per thousand (CPM) – allows for cost comparisons.
• Ratings and Cost per Rating Point (CPRP): CPRP allows for comparisons across media (Cost of media buy / vehicle’s rating).
• Continuity: Continuous, pulsating, or flighting campaigns.
• Impressions: Gross impressions – total audience exposed to add

Achieving Advertising Objectives

• Three-Exposure Hypothesis: Minimum of 3 exposures to be effective (Herbert Krugman).
• Recency Theory: One ad exposure may be enough; requires continuous advertising; increase exposure through reach.
• Effective reach: is the percent of the audience that must be exposed to an advertisement to achieve a specific objective
• Effective frequency: is the number of times an audience must be exposed to an advertisement to achieve a specific objective
• Brand recognition: Emphasis on visual product presentation.
• Brand recall: Frequency more important than reach; repetition important.

Television Advertising

• Advantages: High reach and frequency potential, low cost per contact, high intrusion value, quality creative opportunities, segmentation through cable.
• Disadvantages: High level of clutter, low recall due to clutter, channel surfing, DVRs skipping ads, short copy, high cost per ad.

Television Ratings

• Calculations:
  • Rating = $\frac{\text{Households tuned to show}}{\text{Total households with TV sets}}$
  • Share = $\frac{\text{Households tuned to show}}{\text{Households with TV turned on}}$

C3 Ratings

• Rating for actual commercial time slot plus viewing within 3 days.
• Used for advertising rates.

Local and Regional Television Advertising

• Excellent for local and regional companies.
• National brands use spot TV ads.
• Can generate higher GRPs at lower costs.

Dynamic Advertising

• TV networks, cable, and satellite utilize subscriber information.
• Target ads to specific subscribers based on criteria or location.

Super Bowl Advertising

• Biggest advertising event of the year with 110 million+ viewers.
• Brand-building opportunity.
• Teaser ads and extended ads in social media.

Radio Advertising

• Advantages: Narrower target markets, ad music can match audience, high segmentation potential, flexibility, intimacy with DJs, mobile.
• Disadvantages: Short exposure time, low attention, difficult to reach national audiences, target duplication, information overload.

Out-of-Home Advertising

• Advantages: Select geographic areas, accessible for local ads, low cost per impression, broad reach, high frequency on commuter routes, large visuals, digital capabilities.
• Disadvantages: Short exposure time, brief messages, little segmentation possible, clutter.

Magazine Advertising

• Advantages: High market segmentation, targeted audience, direct-response techniques, high color quality, long life span, read during leisure.
• Disadvantages: Declining readership, clutter, long lead time, little flexibility, high cost.

Newspaper Advertising

• Advantages: Geographic selectivity, high flexibility and credibility, longer copy, cumulative volume discounts.
• Disadvantages: Poor buying procedures, short life span, clutter, poor quality reproduction, internet competition, aging readership.

Media Mix

• Select proper blend of media.
• Leads to media multiplier effect.

Media Selection in B-to-B Markets

• B-to-B ads looking more like consumer ads to reach decision-makers.
• Trade publications and business magazines remain important.

International Implications

• Media importance and viewing habits vary across countries.
• Requires different media buying strategies and consideration of cultural mores.