C H A P T E R 7

 http://www.youtube.com/watch?v=57e4t-fhXDs
News Story:
 http://www.ctvnews.ca/mobile/canada/say-goodbye-to-the-timbitdutchie-tim-hortons-getting-rid-of-24-menu-items-1.1696571
 https://www.youtube.com/watch?v=o4wNMOapzyw

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?

Attention getting ad? Why or why not?
This ad was above a urinal.

 Focus on consumer behaviour

Create plans that reflect the purchase process
(Chapter 3)
 Positively influence consumer in the marketplace

Study media choices
 Listening and viewing habits

8-6
Media Planning
An advertisement by
New Balance placed in
Runner’s World magazine by the media planner.

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

Reasons as to why certain media are selected:
 Organizational Objectives





Target market(s)
Costs
Message Theme
Constraints
Product/Service considerations

 Media selection factors influence our marketing communications mix.
 Marketing communications mix – the combination of tools used to promote a product or service. Could include, but not limited to, advertising media (many forms), sales promotions, public relations and digital and social media.

o o o o o o o o o o
Television
Radio
Transit
Billboard
Outdoor /Out-of-Home
Internet
Magazines
Newspapers
Direct Mail
Alternate media

F I G U R E 8 . 5
Media -
Table 7.12

 https://www.youtube.com/watch?v=jIfV2OYpyJo

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


Size, placement, length of ad are factors to consider
Number of media used is important (variability)

2.

Recency theory
One exposure may be enough



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

o o o o
Media Multiplier Effect
The combined impact of using two or more media is stronger than using either medium alone
Often the reason for using several different media
This ensures a broader effective reach

Continuous campaign
Advantages:
 Serves as a constant reminder to the customer
 Covers the entire buying cycle
Disadvantages:
 Higher costs
 Potential for overexposure

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

Advantages:
 Same as the two previous methods
Disadvantage:
 Not required for seasonal products, or other cyclical products, therefore adding to organization’s expenses

Advertising Terminology



Reach


Number in target audience exposed
Typically 4-week period
Frequency

Average number of exposures within a given period
Opportunities to see (OTS)

Cumulative exposures

Placements x frequency

Ratings and Cost per Rating Point (CPRP)

Ratings measure percent of target market exposed by medium

CPRP allows for comparison across media

Cost of media buy / vehicle’s rating

Weighted CPM

Advertising Terminology


Costs

Cost per thousand (CPM)

CPM allows for cost comparisons
Gross rating points (GRPs)

Measures impact of intensity of media plan

Vehicle rating x OTS (number of insertions)
 Impressions

Gross impressions – total audience exposed to ad
 Continuity

Continuous campaign

Pulsating campaign

Flighting (or discontinuous) campaign

Magazine
Cost for 4color full page ad
Total readership
(000's)
CPM
Total
National Geographic $346,080
Newsweek $780,180
People
Southern Living
Sports Illustrated
$605,880
$11,370
$965,940
Time
Travel & Leisure
U.S. News
21,051
15,594
21,824
5,733
13,583
$1,324,282 21,468
$183,216 2,205
$100,740 8,929
$16.44
$50.03
$27.76
$1.98
$71.11
$61.69
$83.09
$11.28
Target Market (20M)
Rating
(Reach)
16.1
12.2
9.4
2.4
10.5
15.9
2.3
8.3
Cost per Rating
Point (CPRP)
$21,496
$63,949
$64,455
$4,738
$91,994
$83,288
$79,659
$12,137

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
TV Guide
People
Time
Sports Illustrated
Total Revenue Advertising Subscribers Newstand
$1,172,127,000 41.9% 43.2% 14.9%
$1,155,395,000 61.8% 18.9% 19.3%
$962,651,000 68.4% 27.2% 4.4%
$905,313,000 67.8% 28.6% 3.6%
Better Homes & Garden $595,667,000 74.6% 23.0% 2.4%

o o o o o o o o o o o
Cinema
In-tunnel, subway
Parking lot/street
Escalator
Airline in-flight
Leaflets and brochures
Carry home menus
Carry home bags
Clothing
Mall signs
Kiosks

EXAMPLES

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