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Media

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.

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Media

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  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 Media

  2. Media Overview 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

  3. Figure 11-1, p.374 Differences Between Levels of Message Involvement and Number of Responses

  4. Media Classifications 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.

  5. Figure 11-2, p.376 Media Classification Levels

  6. Mass versus Niche Media 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

  7. Addressable and Interactive Media 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

  8. Exhibit 11-5, p.377 Lexus GS reply card

  9. Media Intrusiveness 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.

  10. Figure 11-3, p.378 Relative Degrees ofMedia Intrusiveness

  11. Print media include: Newspapers Magazines Directories Mail brochures Mail Packaging All other forms, which are produced by printing and are relatively permanent Print Media

  12. Newspapers offer three basic types of advertising: Classified Display Supplement inserts 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 re-read 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. Newspapers

  14. Weaknesses: 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. Newspapers

  15. Newspaper cost/audience info: • http://www.accessabc.com/ • http://www.naa.org/info/facts00/ • Marketer’s guide to media – on reserve!

  16. Magazines are classified by: Frequency of publication Type of audience How they are distributed Magazines

  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. 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 Magazine Formats and Features

  19. Strengths: Audience selectivity Tangible High quality reproduction Strong reader involvement More permanent than newspapers Ability to do a split-run – good for testing ads Magazines

  20. Weaknesses: Relatively limited reach of a brand’s target audience Long lead time Lack of frequency Costly Magazines

  21. Magazine costs/info: • http://www.srds.com/servlet/LoginServlet?action=loginFrame&linkHit=ips • Marketers Guide to media – on reserve!

  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. Directories

  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. Broadcast Media

  24. Exhibit 11-9, p.389 The Weather Channel

  25. Audience Measurement • 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.

  26. Broadcast sources: • http://www.arbitron.com/home/content.stm • http://www.nielsenmedia.com/ • Marketers Guide to Media!

  27. Figure 11-6, p.394 Radio’s Daily Reach byDaypart for Adults 18+

  28. Strengths: “Theatre of the mind” – high level of involvement Selectivity Short lead time Radio

  29. Weaknesses: No visuals Messages are fleeting Radio is often used as background entertainment Difficult to determine what percent of brand messages are actually heard Radio

  30. Strengths: Dynamic – able to carry sound and moving visuals Often considered the prestige medium for marketing communication Mass coverage Television

  31. Weaknesses: High production cost Clutter Long lead times Television

  32. Strengths: Frequency Reach Accessibility Attracts people with certain commonalities Outdoor Advertising

  33. Weaknesses: “Passing” exposure Wear out Negative perception Outdoor Advertising

  34. Exhibit 11-17, p.405 Alternative Media – don’t forget!

  35. Alternative Media ideas • ATM’s • Aerial Banners • Blimps • Elevator TV ads • Newspaper bags • Inflatables • Painted vehicles – bus wraps • Restroom ads • Trash receptacles • Receipts • Others?

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