Download The Media Strategy

Traditional Media
Channels
L6
Ing. Jiří Šnajdar
2015
Traditional Media Channels
UEFA Champions League
Global Branding
It has been estimated that the total global value of
sports television rights reached $ 27 billion in
2010.Sports sponsorships and other commercial
revenues generated by team sis now a $ 54 billion.
Football plays a big part in these numbers. In May
2009 the UEFA Champions League final was played
out between Barcelona and Manchester United
attracted a TV audience estimated of 109 million
viewers.
Approxmiately 170 million viewers tuned in to the
2010 UEFA Champions League final played in
Madrid.
At 8th April 2010 the match between Manchester
United and Bayern Munich attracted 6.8 million
viewers in the UK.
As result of these huge viewing figures, the
Champions League has attracted a number of
global brands. It allows eight brands to sponsor
football matches.
Each sponsor is allocated advertising boards
around the pitch perimeters, logo placement for
interviews, and priority for television advertisment
during matches. The matches are broadcast in 70
countries, and commentary is available in 40
different languages.
The key brands are currently sponsoring UEFA
events are Ford, Heineken, MasterCard, Sony
Europe, Sony Computor Entertainment Europe and
UniCredit. The main tergit market for the brands is
the 16 – 34 year old male demographic audience.
A Champions League sponsorship is usually on a
rolling 3 - year contract. UniCredit Group became a
sponsor in year 2009 and the bank is particularly
active in Centeral and Eastern Europe. The
partnership suited both the bank and UEFA. The
bank wanted to increase profile as a global brand
and UEFA saw an opportunity to establish the
Champions League brand in Eastern Europe.
During the Champions League final in 2010, Nike
ran 3-minute specially commissioned advertisment
simultaneously in 32 countries. The cost to air the
advertisment during the final was estimated to have
cost $ 2.4 million in the UK only.
Note – Nike is not an official sponsor of the
Champions League, but it used its financial muscle
to ensure that it had high visibility during the event..
Nike managed to create more buzz and media
coverage than the official sponsors.
Since than UEFA now controls all advertising
time during the matches.
UEFA proactive policy seems to be working well.
There is even a waiting list to become a sponsor.
Successful marketing involves identifing terget
markets and finding media that reach the members
of those markets. Once they identify the rigth
media, creatives can design clever, memorable,
exciting and persuasive advertisements
Integrated Marketing Communication
Corporate Image Buyer Behaviors
Brand Management
IMC Planning Process
Advertising
Management
Advertising Design
Advertising Design
Theory & Appeals
Messages &
Frameworks
Traditional Media
E-Active Marketing
Database
Sales Promotions
Direct Response &
Personal Selling
Regulation & Ethics
Alternative Channels
Public Relations &
Sponsorships
Evaluation
An advertising campaign should be designed within
the framework of the overall integrated marketing
communications program. Companies depend on
effective advertisements to attract customers and
entice them into purchasing various goods and
services. This helps build the firm´s image and
creates larger customer base. Advertising media
selection is an important element in this process.
The Media Strategy
The media strategy involves analyzing and
choosing media for an advertisement and
promotions campaign. The average consumer
examines only 9 of the more than 200 consumer
magazines on the market. A radio listener usually
tunes in to only three of the stations available in a
given market. TV viewers watch less than eight of
the stations available via cable or satellite. The
marketing team faces difficulties in locating costeffective media outlets. After developing a media
strategy other aspects of media selection can
proceed.
Media Planning
Media planning begins with a careful analysis of the
target market. It involves understanding the process
customers use in making a purchase and
influences the final decision. One method of
addressing media planning is to study the media
choices that members of specific group might make
at different times during the course of a day.
• A favorite wake-up radio station or one listened
to during the commute to work
• A favorite morning news show or newspaper
• Trade or business journals examined while at
work
• A radio station played during office hours at work
• Favorite computor sites accessed during work
• Favorite magazines read during the evening
hours
• Favorite TV showes watched during the evening
hours
• Internet sites accessed during the leasure time
• Shopping, dinning and entertainment venues
frequented
Details of this type are valuable when developing a
media strategy.
• Knowing demographics such as age, sex,
income, education is not enough to understand
the media habits of targeted consumers.
• Information about listening and viewing paterns
of customers helps the marketing team design
messages that appeal to them.
• These can be then place dat the best times and
in the best places.
Markrting analysis, Advertising analysis, Media
strategy, Media schedule, Justification and
summary.
Media Planners
• The media planner formulates a media program
stating where and when to plce the ads.
• Media planners work closely with creatives,
account executives, account planners, agencies
and media buyers.
• The creative should know which media will be
used to help design effective messages.
• TV commercials are costructed in different ways
than radio or newspapers ads.
Media planners provide valuble services and are in
high demand. Media planning impacts strategic
planning. Marketing experts of companies such as
Procter & Gamble and Unilever consider media
planning to be hart of a communications strategy.
The media planner conducts research to help
match the product with market and media. The
media planner also gathers information about
various media. Cearful research improves chances
of selecting the appropriate media.
Media Buyers
The media buyer purchase the space and
negotiates the rates,times and schedules for the
ads. They know a great deal about rates and
schedules. Media buyer remain in contact with
media sales representatives.
Differences in effectivness of advertising are related
to the quality of media choices, creativity, financial
stewardship, the agency´s culture and track record,
and the relationship between the agency and the
medium representatives. Advertising effectivnes will
be determined by the quality of the media
selections made combined with the advertisment´s
content.
Frequency – the average number of times an
individual, household or business within a particular
target market is exposed to a particular
advertisment within specified time period.
Opportunities to see – referes to cumulative
exposers achived in a given time period.
Gross rating points – measure the impact or
intensity of a media plan. GRP give the advertiser a
better idea of the expectation that the members of
the target audience actually viewed the ad.
Costs – is a measure the overal expenditures
associated with an advertising program or
campaign. To be able to compare how cost effective
one medium or ad placement is to another, a
measure called cost per thousand – CPM. CPM is
the value cost of reaching 1 000 members of the
media audience.
Ratings and cost per rating point
Continuity
Impressions
Media Mix
Selecting the proper bland of media outlets for
advertisements is crucial. As campaigns
areprepared, decisions are made regarding the
appropriate mix of media. Media planners and
media buyers are excellent sources of information
about the most effective type of mix for a particular
advertising campaign. The media multiplier effect
suggests that the combined impact of using two or
more media is stronger than using either medium
alone.
Market scale
Market characteristics
Media choices
Local
Regional
National
Global
Demographics
Geographic
Psychographics
Geodemographics
Media habits
TV
Radio
Outdoor
Newspapers
Internet
Magazine
Direct mail
Other