Download Media – Print/Press, Broadcast, Outdoor and Cinema

Marketing Communications & Promotional Practice
Media – Print/Press, Broadcast,
Outdoor and Cinema
Week 1
Lecture 3
Marketing Communications & Promotional Practice
Media Selection
 Message objectives
 Cost – Production +
 Creative decisions
Space
 Time constraints
 Media availability
 Legal constraints
 Overall objectives
 Audience considerations
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Marketing Communications & Promotional Practice
Types of Media Available
 Broadcast - TV & Radio
 Print – Newspapers & Magazines
 Outdoor – Billboards & Transit
 New – CD-ROM, Internet, etc
 In-Store – POP & packaging
 Other – Cinema, product placement, exhibitions, etc
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Marketing Communications & Promotional Practice
Television
 Appeals to most senses
 Intrusive medium
 Good creative platform
 Certain groups have low
 Mass v local v Targeted
channels
 Timing flexible
 Good image – as seen on
TV
TV exposure
 Long time scales
 Expensive
 Response = limited
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Marketing Communications & Promotional Practice
Radio
 Reach
 Campaign flexibility
 Production lead times short
 Relatively low cost
 Programming defines audience
 Creative opportunity
 Message is transient – non permanent
 Often considered as Wallpaper
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Marketing Communications & Promotional Practice
Outdoor
 Good variety – Posters,Transport,OTHER?
 Colourful – visible IMPACT
 National v regional v local
 High repetition – routing
 Relatively low cost per thousand
 Only simple message 50 x 30
 Familiarity = ignoring
 Standards of presentation
 Good positions at a premiumscarce
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Marketing Communications & Promotional Practice
Cinema
 Captive audience
 Frequency low – long time to develop reach
 Key targets young/couples
 + audience discrimination
 National and local
 Longer ads IMPACT
 Lack of noise
 Some groups never go to the Cinema
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Marketing Communications & Promotional Practice
Press Newspapers
 National – Regional – Local
 Morning/Daily – Evening – Weekend – Sunday
 Free versus paid for….
 Targeted sections
 BROADsheets – Tabloids – Red Tops
 Semi-permanent
 Colour available – quality
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Marketing Communications & Promotional Practice
Magazines – Strengths and Weaknesses
Strengths
Weaknesses
AudiencesTargeting
Not selective
Long Life
High rates for occasional users
Good Production Values
Quality issues
Detailed Copy
Complicated buying for national campaigns
Timeliness
Changing composition of readers
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Marketing Communications & Promotional Practice
Newspaper – Strengths and Weaknesses
Strengths
Weaknesses
Audiences positive
reception
Not selective
Mass audience coverage
High rates for occasional users
Flexibilty
Quality issues
Detailed Copy
Complicated buying for national
campaigns
Timeliness
Changing composition of readers
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Marketing Communications & Promotional Practice
Press – Magazines
 Consumer General Interest v Specific
 Business to Business
 Trade
 Wide choice
 Informed figures on circulation/readership
 Production lead times – typically short
 High impact DPS plus
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Marketing Communications & Promotional Practice
Press - Magazines
 Detailed message
 Permanent Direct response
 Advertorial endorsement
 Kudos from title
 Noise Ad overload
 Ad Advoidance
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Marketing Communications & Promotional Practice
Tesco Magazine
 7,221,000 Readers
 Free available in-store
 http://www.cedarcom.co.uk/our-work/tesco-
magazine.html
 Analyse content
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Marketing Communications & Promotional Practice
Direct Marketing
 Using media to establish a direct and interactivity link
with consumers
 May be see as wasteful – Junk mail
 Can be highly targeted Database building
 Measurable
 Controllable
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Marketing Communications & Promotional Practice
Direct Marketing Channels
 Mail – Post
 E-mail
 Leaflets
 Door to door
 In-store
 Mail order
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Marketing Communications & Promotional Practice
The price of media
 Print
 Size of advertisement…
 Colour vs Black & White / Mono
 Position in publication
 Special or Run of Paper
 Display vs Classified
 Classified – By line By word By column inch
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Marketing Communications & Promotional Practice
The price of media
 Broadcast
 Length of ad…
 Time of day….
PEAK vs Off PEAK vs Discretionary
 Position in ad break … primacy and recency
 “Seasonal”
 Supply and demand
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Marketing Communications & Promotional Practice
The price of media
 Outdoor
 Size
 Location
 Electronic vs Poster
 Normally 1 site for 2 weeks
 Packages available
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