1 / 22

Media – Print/Press, Broadcast, Outdoor and Cinema

Learn about media selection considerations, types of available media, and their impact on message delivery, creative decisions, audience reach, and cost constraints. Explore television, radio, print, outdoor, cinema, and online media options.

ahmada
Download Presentation

Media – Print/Press, Broadcast, Outdoor and Cinema

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Media – Print/Press, Broadcast,Outdoor and Cinema Week 1 Lecture 3

  2. Media Selection • Message objectives • Creative decisions • Overall objectives • Audience considerations • Cost – Production + Space • Time constraints • Media availability • Legal constraints

  3. 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

  4. T e l e v i s i o n • Appeals to most senses • Good creative platform • Mass v local v Targeted channels • Timing flexible • Good image – as seen on TV • Intrusive medium • Certain groups have low TV exposure • Long time scales • Expensive • Response = limited

  5. R a d i o • Reach • Campaign flexibility • Production lead times short • Relatively low cost • Programming defines audience • Creative opportunity • Message is transient – non permanent • Often considered as Wallpaper

  6. 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

  7. C i n e m a • 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

  8. 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

  9. Magazines – Strengths and Weaknesses

  10. Newspaper – Strengths and Weaknesses

  11. 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

  12. Press - Magazines • Detailed message • Permanent Direct response • Advertorial endorsement • Kudos from title • Noise Ad overload • Ad Advoidance

  13. Tesco Magazine • 7,221,000 Readers • Free available in-store • http://www.cedarcom.co.uk/our-work/tesco-magazine.html • Analyse content

  14. 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

  15. Direct Marketing Channels • Mail – Post • E-mail • Leaflets • Door to door • In-store • Mail order

  16. 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

  17. 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

  18. The price of media • Outdoor • Size • Location • Electronic vs Poster • Normally 1 site for 2 weeks • Packages available

More Related