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Media Selection in Advertising

Media Selection in Advertising. Chapter 8. What kinds of ads get your attention? Are they found in “traditional” media like television or unusual places? Where is the most unique or “oddest” place that you have seen an ad?. Media Planning. Focus on consumer behavior

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Media Selection in Advertising

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  1. Media Selection in Advertising Chapter 8

  2. What kinds of ads get your attention? Are they found in “traditional” media like television or unusual places?Where is the most unique or “oddest” place that you have seen an ad?

  3. Media Planning • Focus on consumer behavior • Create plans that reflect purchase process (Chapter 3) • Influence consumerin the marketplace

  4. Components of a Media Plan • Marketing analysis • Advertising analysis • Media strategy • Media schedule • Justification and summary

  5. Factors that have changed the role of Media • IMC – more than just mass advertising now • Cost factors • Globalization • Complexity of the media function • Profitability

  6. F I G U R E 8 . 5 Developing Logical Combinations of Media

  7. Media Selection Factors • Organizational Objectives • Target market(s) • Costs • Message Theme • Constraints • Product/Service considerations

  8. Media Selection Factors • Advertising Objectives • Reach • Frequency/OTS • Gross Rating Points = Reach X OTS • Cost per Thousand (CPM) = Cost/Total audience X 1000 • Cost per rating point (CPRP) = Cost of media/rating • Gross impressions – audiences total exposure to a communication • Continuity – exposure schedule/pattern used in the campaign

  9. Table 8.1

  10. Ad Campaign Continuity Continuous campaign Advantages: • Serves as a constant reminder to the customer • Covers the entire buying cycle Disadvantages: • Higher costs • Potential for overexposure

  11. Flighting Campaign Advantages: • Cost efficiency of advertising, only used during purchase cycles • Allows for more than one medium or vehicle on limited budgets Disadvantages: • Lack of awareness, interest, retention or promotional message during non-scheduled times – could lead to decay

  12. Pulsating Campaign Advantages: • Same as the two previous methods Disadvantage: • Not required for seasonal products, or other cyclical products

  13. Selecting Media • Television • Radio • Transit • Billboard • Internet • Magazines • Newspapers • Direct Mail • Alternate media

  14. Alternative Media • Leaflets, brochures, and carry-home menus • Ads on carry-home bags • Ads on clothing and caps • Ads on movie trailers (theater and rentals) • Yellow pages • Ads sent by fax • Video replay and signage at sporting events • Ads on walls in airports, subways, etc. • Guerrilla marketing • Product placements

  15. This ad for a portable e-mail device is aimed at busy travelers looking for convenience. http://www.billboardinfo.com

  16. How Important Is Advertising to Magazines? The chart below shows the top five magazines and the percentage of their revenues generated by advertising, subscriptions and newsstand sales Source: Http://www.adage.com (1999 figures)

  17. Media Mix - United States Source: “100 Leading National Advertisers,” Advertising Age (June 29, 2004), pp. 1-5.

  18. Achieving Advertising Objectives 1. Three-exposure hypothesis • Intrusion value • Takes a minimum of three exposures for an ad to be effective • Effective frequency – number of times that one must be exposed to message to achieve its objective • Effective reach - % of target market that must be exposed to ad to achieve its objective

  19. Achieving Advertising Objectives 2. Recency theory • Effective the closer to a purchase • States that consumers use selective retention when they consider ads. • Advertising is a waste of money when intended market is not reached

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