9.3 Selecting the Media
A medium: Carries a message to an audience
Types:
Print
• Magazines
• Newspapers
Television
• Commercials
• Infomercials
Radio
Internet
• Standard radio vs.
satellite radio
•Search
•Ads
•Web Sites
•You Tube
Factors to determine a choice in Medium
Reach
Number of people who are exposed
Most media set their prices on the
Number of people who are exposed
Frequency
Number of times message will be seen
or heard
Frequency And Reach Combine To Tell You: Number Of Times Message Was Seen Or Heard
Selectivity
Ability of the medium to focus on a
Magazines and Internet good at this
target market
Durability
Length of time an advertisement lasts
Lead-time
The amount of time required to create
an ad
Mechanical Requirements
Technical complexity of preparing the
ads.
Can affect costs
Clutter
Competition for the audiences’
attention
Internal Clutter: Competition within
the same area, or medium
External Clutter: Competition
occurring in the real world while the
audience is viewing/reading/listening
Costs
Costs of preparation plus space/time
Costs per thousands: cost to reach
1000 people.
The Internet
Major types:
1.
web sites
2.
Search engines: Google
3. ads on other sites
4.
Coupons
5.
e-mail advertising-with permission
6.
You tube videos
7.
Social networking sites
Web Sites
www can be advertised in several ways
a. yellow pages
b. other ads
c. search engines
Search Engines
Websites that return lists when prompted by people
looking for specific information
Examples:
1.
2.
3.
4.
How they work:
Companies pay search engines to find them when
people search using pre-determined terms
However
If there are no competitors for your product or
service, a well constructed site will be found by
certain search engines such as Google.
Advantages (9.3)
1.
2.
3.
4.
5.
9.4- Types of Media
Google
yahoo
ask
msn
selectivity
inexpensive
mechanical requirements
durability
frequency
http://www.youtube.com/watch?v=2Bb8P7dfjVw
Creative use of permission based e-mail That targets a customer database is the best way to
reach interested consumers
You Tube and Commercials:
So-called video viral marketing has exploded over the past year, thanks to increased broadband capacity
and sites like YouTube, which make it easy to upload and share videos online. Indeed, seven out of 10
Internet users have watched an online video, and 30 percent of those people have shared one with
friends, usually via e-mail, according to a survey by the Online Publishers Association, a research group
in New York City. “Sixty-six percent of the people who watch videos online have seen an ad clip. About
one-third of those viewers visited the marketer's website, and 8 percent made a purchase.
A lot of that is thanks to YouTube, the dominant player in a category that includes Google
(NASDAQ:GOOG) Video and AOL (NYSE:TWX). Every day, people watch more than 100 million videos on
YouTube and upload 65,000 new clips. Many videos are posted by amateurs playing around with
camcorders in their backyards, but sprinkled in are Hollywood movie trailers--and clips created by
companies eager to capitalize on the craze.
Amid such clutter, it's easy to get lost. The funnier or more creative the spot, the better, Tornquist says.
http://www.youtube.com/watch?v=2Bb8P7dfjVw
Over 3 million views
Magazines
Of the 8 factors listed in section
9.3, magazines rate very high
on:
1. Selectivity,
2. durability
On the negative side
1. Lead time
2. costs
3. clutter
5 main parts of
good magazine
ad
1.
2.
3.
4.
5.
Headline
Largest type, less than 7 words
Illustrations
should
Continue the thought stated in
the headline
Body copy
Not too much unless very well
done
Signature
Brand identification:
1. logo
2. slogan
3. package
4. brand name
Layout
headline
illustration
body copy
signature
layout
The structure of the ad
Selectivity is by far the biggest advantage of
Magazine advertising. You are able to know
what it’s readers are interested in.
Newspapers
Excellent for: local advertisers
Newspapers offer a wide Ad sizes
variety of
Why is this good?
Most advertisers can afford them
Other advantages(9.3)
1.
2.
lead time
mechanical requirements
Disadvantages
1.
2.
durability
Clutter
Online Versions
Advertising packages now include rates for the
newspaper’s website
Television is a very
Versatile medium
Why?
Local, regional, national and international
TV’s power comes
In the ability to combine sight and sound
Television advertising is:
1.
2.
Why is it expensive?
Production
Disadvantages (9.3)
1.
2.
3.
4.
cost
selectivity
clutter
durability
AIDA
1.
2.
3.
4.
attract the consumer’s attention
interest
desire
action
effective
expensive
Radio is
Everywhere
Radio has a good
Local reach
Advantages(9.3)
1.
2.
3.
Lead time
mechanical requirements
selectivity
Disadvantages
1.
2.
3.
4.
costs
frequency
durability
clutter
Out-of-home
1.
2.
3.
Billboards
bus
subway
Advantages (9.3)
1.
2.
3.
Frequency
reach
clutter
Disadvantages
1.
2.
3.
selectivity
mechanical requirements
cost
Direct to home
often called:
Junk Mail
2 Types:
1. Targeted campaigns
2. Aggregate campaigns
Targeted
campaigns
Uses information to locate potential
customers
Aggregate
campaigns
Use local distribution companies or
telemarketers to saturate an area
Advantages (9.3)
1. reach
2. costs
Disadvantages
1. selectivity
2. clutter
Specialty
Advertising
Also known as premium
and incentive marketing
Company
puts brand
identification
on:
1.
2.
3.
4.
5.
Advantages
(9.3)
1. durability
2. selectivity
3. mechanical
requirements
4. costs
matchbooks
golf caps
shirts
pens watches
toys
Disadvantage 1. lead time
s
2. reach
3. work?