Download Overview

Media Terminology

Print Media - Publications such as newspapers, magazines,
direct mail, outdoor, and the like.

Media Vehicle - The specific message carrier, such as the
Washington Post or Tonight Show.

Coverage - The potential audience that might receive the
message through the the vehicle.

Reach - The actual number of individual audience members
reached at least once by the vehicle.

Frequency - The number of times the receiver is exposed to
vehicle in a specific time period.
Television Characteristics
Advantages
 Mass
coverage
 High reach
 Impact of sight,
sound, and motion
 High prestige
 Low cost per
exposure
 Attention getting
 Favorable image
Disadvantages
 Low
selectivity
 Short message life
 High absolute cost
 High production costs
 Clutter
Television Advantages

Creativity and Impact
 High
Impact
 Sight-Sound-Motion

Coverage and Cost Effectiveness
 Mass
Coverage
 High Reach

Captivity and Attention
 Attention
Getting
 Favorable Image

Selectivity and Flexibility
 High
Prestige
 Low Exposure Cost
Television Disadvantages
Cost
Lack
of Selectivity
Fleeting
Message
Clutter
Limited
Viewer Attention
Distrust
and Negative Evaluation
TV Dayparts
Morning
7:00 AM - 9:00 AM Mon. - Fri.
Daytime
9:00 AM - 4:30 PM Mon. - Fri.
Early fringe
4:30 PM - 7:30 PM Mon. - Fri.
Prime-time access 7:30 PM - 8:00 PM Sun. - Sat.
Prime time
8:00 PM - 11:00 PM Mon. - Sat.
Prime time Sun.
7:00 PM - 11:00 PM Sun.
Late news
11:00 PM - 11:30 PM Mon. - Fri.
Late fringe
11:30 PM - 1:00 AM Mon. - Fri.
Measuring TV Audiences
 Audience Measures
 Measured by rating services
 Size and composition indicated
 Television Households
 Number of HH that own a TV
 Usually total HH in a market
 Program Rating
 Percentage of TV HH tuned to a show
 “Rating point” = 1 percent of TV HH
 Households Using TV (HUT)
 Percentage of homes in an area
watching
TV at a given time
 Share of Audience
 Percentage of HUT
tuned to a show
Use TV Only If . . .
 The
budget is large enough to produce high
quality commercials.
 The
media budget is sufficient to generate and
sustain the number of exposures needed.
 The
market is large enough and reachable
efficiently through a specific network, station, or
program.
 There’s
a genuine need for a medium with high
creative potential to exert a strong impact.
Radio Differs from TV
Radio Broadcasting . . .
Offers
Is
only an audio message.
more limited communication.
Costs
much less to produce.
Costs
much less to purchase.
Has
less status and prestige.
Radio Characteristics
Advantages
 Local
coverage
 Low cost
 High frequency
 Flexible
 Low production costs
 Well-segmented
audiences
Disadvantages
 Audio
only
 Clutter
 Low attention getting
 Fleeting message
Dayparts for Radio
Morning Drive Time 6:00 AM — 10:00 AM
Daytime
10:00 AM — 3:00 PM
Aft./Eve. Drive Time 3:00 PM — 7:00 PM
Nighttime
7:00 PM — 12:00 AM
All Night
12:00 AM — 6:00 AM
Buying Radio Time
 Network Radio
 Three national networks
 Over 100 regional/area networks
 A multitude of syndicated programs
 (National) Spot Radio
 About 20% of all spot announcements
 Allows great flexibility and targeting
 Purchase transaction can be difficult
 Local Radio
 Nearly 80% of
 Local CATV is
advertisers are local
becoming competitive
Magazines Characteristics
Advantages
 Segmentation
potential
 Quality reproduction
 High information
content
 Longevity
 Multiple readers
Disadvantages
 Long
lead time for ad
placement
 Visual only
 Lack of flexibility
Classifications of Magazines
 By
Content
 Consumer
Magazines
 Farm Magazines
 Business Magazines
• Professional Group
Magazines
• Industrial Magazines
• Trade Magazines
• General Business
Magazines
 By
Size
 Large
 Flat
 Standard
 Small
or
Pocket
 By
Geography
 Local
 Regional
 National
Special Magazine Features
Bleed
Pages
Cover
Positions
Inserts
Gate
Folds
Junior
Pages
Island
Halves
Magazine Circulation
and Readership
Circulation
Primary
Circulation
Guaranteed
Circulation
Verification
Readership
Audience
Circulation
and Total Audience
Research
Newspapers Characteristics
Advantages
 High
coverage
 Low cost
 Short lead time for
placing ads
 Ads can placed in
interest sections
 Timely (current ads)
 Reader controls
exposure
 Can be used for
coupons
Disadvantages
 Short
life
 Clutter
 Low attention-getting
capabilities
 Poor reproduction
quality
 Selective reader
exposure
Unique Newspaper Features
Mass
audience
Cross-section
of population
Local
geographic coverage
Wide
range of content, subjects
Selective
Timely
readership by area
coverage, daily issues
Readership
concentrated in time
Permanent,
durable record
Newspaper Advertising
 Display Ads
 Local (mostly retail)
 General (often national)
 Paid reading notices (editorial
look)
 Classified Ads
 Small items arranged by topic
 Rates based in size, duration
 Classified display - combination
 Public Notices
 Legal notices - public reports
 Notices by people, organizations
 Financial reports
 Printed Inserts
 Prepared by separate
advertisers
Rate Terminology
National
Flat
Rates
Rates
Open
Color
Split
Short
Rates
Rates
Preferred
Position
Runs
Rates
Earned
Rates
Combination
Local
Rates
Rates
Run-of-Paper
Insertion
Rates
Differential
Split
[ROP]
Rates
Run Rates
Direct Mail Characteristics
Advantages
 High
selectivity
 Reader controls
exposure
 High information
content
 Opportunities for
repeat exposures
Disadvantages
 High
cost/contact
 Poor image (junk
mail)
 Clutter
Outdoor Characteristics
Advantages
 Location
specific
 High resolution
 Easily noticed
Disadvantages
 Short
exposure time
requires short ad
 Poor image
 Local restrictions
Outdoor Advertising
 Reach
 Reaches
young, affluent audiences very quickly
 Frequency
 Very
high frequency of impressions, especially upscale
 Flexibility

Many positions available to reach specific groups
 Cost
 Lowest
cost per exposure of any major ad medium
 Impact
 Size,
shape, lighting, motion, and special
impressions
Outdoor Advertising Advantages
 Wide Local Coverage
 Broad base of day and
 Frequency
 High exposure
night local exposure
for frequently purchased goods
 Geographic Flexibility
 Can be placed on highways,
 Creativity
 Use of color,
size, shape, and movement
 Creation of awareness
 Use of short, high-impact
 Efficiency
 CPM very
near stores, etc.
messages
competitive with other media
 Effectiveness
 Can often lead
directly to sale of the goods
 Production Capability
 Technology has reduced
production times
Other Out-of-Home Media
Aerial
Advertising
 Sky
Banners
 Sky Writing
 Blimps
Mobile
Billboards
 Trucks
 Vans
 Trailers
In-Store
 Signs
 Video
 Kiosks
Media
Special Outdoor Media
Parking
ATM
displays
Trash
Ski
Car
meters
cans
lift poles
top signs
Sidewalk
Garden
Wall
signs
plantings
drawings
Transit Advertising
Advantages
Inside
Cards
 Placed
above seats
 In luggage areas
Outside
Posters
 On
the sides, backs, roofs
 On busses, taxis, trains, etc.
Station,
 Floor
Platform, Terminal Posters
displays
 Island showcases
 Electric signs, etc.
Specialty Advertising
A medium of advertising, sales promotion, and
motivational communications employing imprinted,
useful, or decorative products called advertising
specialties, a subset of promotional products.
Unlike premiums, with which they are
sometimes confused, these articles are
always distributed free: Recipients don’t have
to earn the specialty by making a purchase or
contribution.
Yellow Page Advertising
Advantages
 Wide
Availability
 Action
 Low
Oriented
Cost
Disadvantages
 Market
Fragmentation
 Timeliness
 Lack
of Creativity
 Frequency
 Lead
Times
 Non-Intrusiveness
 Clutter
Movie, Videotape Ads
Advantages
Disadvantages
 High
 Irritation
Exposure
 Audience Mood
 Cost (Maybe)
 Good Recall
 Lack of Clutter
 Proximity
 Cost
(Maybe)
Placements
Advantages
High exposure
High frequency
Media support
Source association
Economy
High recall
Bypass regulations
Viewer acceptance
Disadvantages
High absolute cost
Time of exposure
Limited appeal
Lack of control
Public reactions
Competition
Negative placements
In-Flight TV Commercials
Advantages
Disadvantages
A
High
A
Limited
Desirable
Audience
Captured
Audience
Low
Relative Cost
Segmentation
Possibilities
Potential for
Irritation
Availability of
Medium
Lack
of Audience
Attention
Potential
Wearout
for Rapid
Internet / Interactive Media
Characteristics
Advantages
 User
selects product
information
 User attention and
involvement
 Interactive
relationship
 Direct selling potential
 Flexible message
platform
Disadvantages
 Limited
creative
capabilities
 Web snarl (crowded
access)
 Technology limitations
 Few valid
measurement
techniques
 Limited reach
Internet Advertising
 Sponsorship
 Ownership
 Banner
of an entire site or page
Ads
 A portion
of another owner’s page
 Pop-Ups
 Small
windows that appear automatically
 Interstitial
 Ads
 Push
appearing while waiting for a page to load
Technologies or Webcasting
 Automatic
or unsolicited message delivery
 Links
 Hypertext
links to other sites, pages or locations
Internet Direct Marketing
Direct
Mail
 Highly
targeted
 Relies on e-mail lists
 Attempts to reach those with specific
needs
 Often used by catalogers
Marketing
Databases on the Net
 Companies
build or acquire a database
 The database is sold to subscribers
 Delivery may be on- or off-line
Internet Direct Marketing
Infomercials
 Program
content similar to television,
cable or satellite
 Web provides for greater audience
interaction
E-Commerce
 Rapid
growth rates likely to continue
 CDs, books, travel are main categories
 Clothing, cars, financial services are all
gaining ground
Measures of Effectiveness
 KEY
TERMS
 Hits
• Number of requests for a site component
 Viewers
• Number of visits to a site
 Unique
visitors
• Number of different visitors per period
 Clicks
(Click-throughs)
• Number of visitors clicking on a banner ad
 Click-through
rate
• Ratio of click-throughs from an ad to a page at the
advertiser's website
 Impressions
per page views
• Number of times viewers view a page
Sales
Promotion
“A direct inducement that offers an extra value or
incentive for the product to the sales force,
distributors, or the ultimate consumer with the
An extra incentive to buy
primary objective of creating an immediate sale.”
An
inducement to intermediaries
Targeted
to different parties
Sales Promotion Vehicles
Consumer-Oriented
Trade-Oriented
Samples
Contests, dealer incentives
Coupons
Trade allowances
Premiums
Point-of-purchase displays
Contests/sweepstakes
Trading programs
Refunds/rebates
Trade shows
Bonus packs
Cooperative advertising
Price-offs
Event sponsorship
Sales Promotion Uses
Introduce
new products
Get existing customers to buy more
Attract new customers
Combat competition
Maintain sales in off season
Increase retail inventories
Tie in advertising and personal selling
Enhance personal selling efforts
Objectives of ConsumerOriented Sales Promotion
To
Obtain Trial and Purchase
To
Increase Consumption of an
Established Brand
To
Defend (Maintain) Current
Customers
To
Target a Specific Segment
Trade-Oriented Sales
Promo Objectives
Obtain
Distribution of New Products
Maintain Trade Support for Existing
Products
Encourage Retailers to Display Existing
Brands
Build Retail Inventories
Types of Trade-Oriented
Promotions
Contests
and Incentives
Trade Allowances
 Buying
Allowances
 Promotional Allowances
 Slotting Allowances
Point-of-Purchase
Displays
Sales Training Programs
Trade Shows
Cooperative Advertising
The Role of Public Relations
To manage relationship with the public
General
Public
Employees
Customers
CLIENT
Suppliers
Stockholders
Weak
Strong
MARKETING
Four Classes of Marketing
and Public Relations
Example:
Example:
Small social
service
agencies
Hospitals,
colleges and
universities
Example:
Example:
Small
manufacturing
companies
Large, Fortune
five-hundred
companies
Weak
Strong
PUBLIC RELATIONS
Public Relations Tools
Press
releases
Press
conferences
Exclusives
Interviews
Community
The
involvement
internet
Promotional Publications
 Inserts
 Enclosures
 Annual
reports
 Posters
 Bulletin boards
 Exhibits
 Audiovisuals
 Position papers
 Speeches
 News
releases
 Media kits
 Booklets
 Leaflets
 Pamphlets
 Brochures
 Manuals
 Books
 Letters
Corporate Advertising
Types
 Image
advertising
 Event sponsorship
 Advocacy advertising
 Cause-related advertising
Corporate Advertising
Objectives
 Boost
employee morale
 Smooth labor relations
 Help newly deregulated industries
• Ease consumer uncertainty
• Answer investor questions
 Help
diversified companies
• Establish identity for parent
• Decrease reliance solely on brand
When the Sales Force is a
Major Part of IMC
Product
or Service
 Complex goods or services
 Major purchase decisions
 Personal demonstration required
Price
 Final price negotiable
 Price provides adequate margin
When the Sales Force is a
Major Part of IMC
Channels
 Channel
short and direct
 Training needed by intermediaries
 Selling needed to push product through
 Intermediaries can provide personal selling
Advertising
 Media do not provide an effective link
 Information can not be provided by media
 Sparse market make ads uneconomical
Personal Selling Pros &
Cons
Disadvantages
 Messages may be
 Two-way interaction with
inconsistent
prospect
 Possible management Message can be tailored to
sales force conflict
recipient
 Cost is often extremely
 Prospect isn't likely to be
high
distracted
 The reach may be very
 Seller involved in purchase
limited
decision
 Potential ethical
 Source of research
problems
information
Advantages
Measurement, Pro & Con
Reasons to
Measure
 Avoid
costly
mistakes
 Evaluate strategies
 Increase efficiency
of advertising in
general
Reasons Not to
Measure
 Cost
of measurement
 Problems with
research
 Disagreement about
what to test
 Creative objections
Testing Factors
 What
to test
 Source
factors
 Message variables
 Media strategies
 Budget decisions
 When
to test
 Pretesting
 Posttesting
 Where
to test
 Laboratory
 Field
 How
tests
tests
to test
 Testing
guidelines
 Appropriate tests
Testing Methods
 Pretesting
 Laboratory
 Pretesting
Methods
• Consumer juries
• Portfolio tests
• Psychological
measures
• Theater tests
• Rough tests
• Concept tests
• Reliability tests
• Comprehension tests
• Reaction tests
 Field
Methods
• Dummy ad vehicles
• On-air tests
 Posttests
 Field
•
•
•
•
•
•
Methods
Recall tests
Association measures
Single-source systems
Inquiry tests
Recognition tests
Tracking studies