Intermedia Comparisons:
Media Strengths and
Weaknesses
Newspapers
• Reasons for Using:
– Sense of Immediacy, Local Emphasis,
Flexibility, Color Inserts, Mass Reach,
Catalog Value, Ethnic Appeal
• Limitations:
– Variations in Print Quality, High Cost of
National, Higher Rates for National
Advertisers, Small Pass Along Audience
Magazines
• Reasons for Using:
– Selectivity, Fine Color Reproduction,
Long Life, Pass-Along Audience,
Controlled Circulation (Business to
Business Targets)
• Limitations:
– Early Closing Dates, Lack of Immediacy,
Slow Building of Reach, Limited Control
of Timing
Television
• Reasons for Using:
– Sight and Sound for Dynamic Selling,
Flexibility, Reach of Selective and Mass
Markets, Cost Efficiency
• Limitations:
– High Total Cost, Short Lived Messages,
No Catalog Value, Limited Availability of
Good Programs and Time Slots
Radio
• Reasons for Using
– Reach of Special Kinds of Targets, High
Frequency Medium, Good Support,
Excellent for Mobil Populations,
Seasonal/Timing Issues, Flexibility,
Local Coverage Plus More
• Limitations:
– Many Stations in Any One Market,
Fleeting Messages, Difficult to Buy
Direct Response
• Reasons for Using:
– Built-in Feedback, A Personal Medium,
Geographic and Production Flexibility
(Dimensionals), Long Life for Some,
Savings When Bundled with Bills or
Packages
• Limitations:
– Expense, Inaccurate of Incomplete
Lists, Variance in Delivery Dates
Telemarketing
• Reasons for Using:
– Very Selective, Built-in Feedback, A
Personal Medium, Geographical
Flexibility, High Response Rates
• Limitations:
– Expense, Inaccurate or Incomplete
Lists, Time, Message Space, Legislation
Internet
• Reasons for Using:
– Reach Younger/Tech Savvy Targets,
Strong Supporting Medium, Flexibility,
Combine Sight and Sound with Text,
Relationship Building, Built-in Feedback
• Limitations:
– Limited Response to Some Types, Hard
to Measure Audiences, Keywords
Already Taken, Counter Sites/Hackers
Outdoor
• Reasons for Using:
– Wide Coverage of Locality, High
Frequency, Large Size, Geographic
Flexibility, High Summertime/Mobile
Populations Visibility, Around-the-Clock
Exposure, Good for Simple Copy Theme
and Package Identification
• Limitations:
– Limited to Simple Messages, Illusion of
High Reach, High Cost
Transit
• Reasons for Using:
– Mass Coverage of Metro Areas, High
Frequency, Relative Efficiency, Position
Message on Way to Purchase Location
• Limitations:
– Limited Message Space, High
Competition with Other Messages,
Vandalism and Defacement
Strategic Decisions
• Media Objectives
– Goals that the communication campaigns seeks to
accomplish
• Media Strategies
– Actions to attain objectives
– Achieve advantage over competitors
• Need to move beyond “what will media do to my
target” mentality to the question of “what will my
target do with the media?”
Media Mix
• Single vs. Numerous Media -- Why?
1. Extend Reach
2. To flatten frequency distribution
3. Add GI, assuming second and third mediums are more
cost effective than the first
4. Reinforce the message - different stimuli
5. To reach different types of audiences
6. Stress different benefits based on medium - different
creative
Core Considerations
1. Brands presence in any medium should be large.
2. Communicate when consumers are buying.
3. Message strategy strongly affects media strategy.
Things you must know before planning
1.
2.
3.
4.
5.
Know
Know
Know
Know
Know
the marketing problems and opportunities
the complexities of strategy
how the product will be sold
how to neutralize the competition
the costs of strategies