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Media
1
Connecting with Customers
Companies demand that media add value to messages by
increasing their impact on attitudes and behaviors.
Value is added when media create connections.
In IMC, the role of media is to help create, sustain, and
strengthen brand relationships by connecting
companies and customers.
http://www.mediaweek.com/mediaweek/index.jsp
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Overview
2
In IMC, media menu refers to all the communication vehicles
available to the consumer as well as the marketer.
How brands choose to connect with prospects and customers
can influence a brand’s image.
Media is plural referring to all carriers of data and information.
Medium is singular and refers to one media type.
There are four basic types of media:
 Print
 Broadcast
 Interactive
 Out-of-home
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Differences Between Levels of Message
Involvement and Number of Responses
3
Figure 11-1, p.374
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Media Classifications
4
Ways to classify media include:
 Level of inclusiveness
 Audience orientation
Most mass media guarantee only the opportunity for a large
audience to be exposed to a brand.
Communication vehicles are specific publications,
networks, channels, stations, and programs that make up a
medium.
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Media Classification Levels
5
Figure 11-2, p.376
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Mass versus Niche Media
6
Mass media are communication channels where messages
may be sent to the “masses” – large, diverse audiences.
Broadcast TV, national radio
Niche media are communication channels through which
messages are sent to niche markets.
Ski magazine
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Addressable and Interactive Media
7
Media that carry messages to identifiable customers or
prospects are referred to as addressable media.
Direct marketing – internet, mail, phone (see ch. 12)
Two-way media, which allow both companies and
customers to send and receive messages, are called
interactive media.
phone, internet, salespeople
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Lexus GS reply card
8
Exhibit 11-5, p.377
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Media Intrusiveness
9
Brand messages must be attention-getting to break through
clutter…but it’s a double-edged sword.
Media vary in their degree of instrusiveness.
Ways to reduce intrusiveness include:
 Chose media in which the target audience is interested in
the product.
 Ask customers what type of information they would like
to receive, in what way, and when.
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Relative Degrees of
Media Intrusiveness
10
Figure 11-3, p.378
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Print Media
11
Print media include:
 Newspapers
 Magazines
 Directories
 Mail brochures
 Mail
 Packaging
 All other forms, which are produced by printing and are
relatively permanent
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Newspapers
12
Newspapers offer three basic types of advertising:
 Classified
 Display
 Supplement inserts
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Newspapers
13
Strengths:





Newspapers are able to reach a mass, local audience.
Readers are above average in education and income.
Newspapers are tangible, and readers can read and reread messages at their own pace.
Most subscribers have an emotional involvement with
their daily newspaper.
Daily newspapers provide marketers with flexibility
and short lead time.
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Newspapers
14
Weaknesses:


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
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Average life of one day.
Printed on low-quality porous paper.
Clutter.
High cost for ads taking up a half page or more.
High percentage of media waste.
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Newspaper cost/audience info:
15
 http://www.accessabc.com/
 http://www.naa.org/info/facts00/
 Marketer’s
McGraw-Hill/Irwin
guide to media – on reserve!
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Magazines
16
Magazines are classified by:
 Frequency of publication
 Type of audience
 How they are distributed
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Magazine Formats and Features
17
Most magazines focus their content coverage on a
particular subject.

Either a horizontal (Chain Store Age) or vertical approach
is taken (Supermarket News).
Magazines have good production quality allowing for
superior photo reproduction and sharp typography.
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Magazine Formats and Features
18
Types of advertising in magazines include:





Gatefolds
Preprinted ads – heavier paper stock
Business-reply cards (BRCs)
Pop-up ads
Scent strips
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Magazines
19
Strengths:

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Audience selectivity
Tangible
High quality reproduction
Strong reader involvement
More permanent than newspapers
Ability to do a split-run – good for testing ads
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Magazines
20
Weaknesses:
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Relatively limited reach of a brand’s target audience
Long lead time
Lack of frequency
Costly
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Magazine costs/info:
21
 http://www.srds.com/servlet/LoginServlet?action=loginFr
ame&linkHit=ips
 Marketers Guide to media – on reserve!
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Directories
22
A directory is both a reference and an advertising
medium.
The most widely known is the Yellow Pages.
Yellow Pages advertising is often the primary or only
form of advertising used by many small, local retailers.
A weakness of the Yellow Pages is that they are printed
only once a year.
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Broadcast Media
23
Broadcast media include radio and television.
Broadcast media differs from print in that people often
do other things while listening or viewing, so messages
are fleeting.
Broadcast commercials are more intrusive than print ads.
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The Weather Channel
24
Exhibit 11-9, p.389
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Audience Measurement
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 Broadcast
media are measured in terms of rating points.
 Ratings are based on a communication vehicle’s coverage
area in terms of geography and target profile.
 Ratings are only a measure of household with a TV or
radio on and tuned to a certain program –

NOT the number of people paying attention to commercials.
 A broadcast
term related to a rating is share.
 Ratings are a major factor in determining the advertising
rates broadcasters can charge for their various programs.
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Broadcast sources:
26
 http://www.arbitron.com/home/content.stm
 http://www.nielsenmedia.com/
 Marketers
McGraw-Hill/Irwin
Guide to Media!
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Radio’s Daily Reach by
Daypart for Adults 18+
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Figure 11-6, p.394
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Radio
28
Strengths:


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“Theatre of the mind” – high level of involvement
Selectivity
Short lead time
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Radio
29
Weaknesses:
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No visuals
Messages are fleeting
Radio is often used as background entertainment
Difficult to determine what percent of brand messages
are actually heard
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Television
30
Strengths:


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Dynamic – able to carry sound and moving visuals
Often considered the prestige medium for marketing
communication
Mass coverage
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Television
31
Weaknesses:



High production cost
Clutter
Long lead times
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Outdoor Advertising
32
Strengths:




Frequency
Reach
Accessibility
Attracts people with certain commonalities
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Outdoor Advertising
33
Weaknesses:



“Passing” exposure
Wear out
Negative perception
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Alternative Media – don’t forget!
34
Exhibit 11-17, p.405
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Alternative Media ideas
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ATM’s
 Aerial Banners
 Blimps
 Elevator TV ads
 Newspaper bags
 Inflatables
 Painted vehicles – bus wraps
 Restroom ads
 Trash receptacles
 Receipts
 Others?

McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.