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Media Strategy & PIanning
Magazines, Newspaper, TV, New Media &
aIternative marketing
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You are responsibIe for aII topics covered
both in cIass and in the text. A good under-
standing of the following areas would prove
benefcial.
Throughtout the text there are PRINCIPLES
in the margin. PIease understand them.
The study areas on this sheet are clustered
roughly from most important to least important.
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Iigure 1!.1 ,!22,
DMA ,!2!,
Iigure 1!.3 Meoia plan components
Irequency
ellective lrequency ,!29,
meoia waste
meoia strategy vs meoia objective
meoia mix selection
heavy-up 8 geographical strategies ,!31,
CDI
BDI
aperture
Fage !32 ,look over meoia uses,
ouration
ng 1!. ,!3!, plus class oiscussion nighting
strategy
pulsing strategy
carry-over ellect ,!3!,
Meoia weighting incluoing push 8 pull strate-
gies ,!3,
Timing, ouration, continuity
hiatus
meoia environment
meoia clutter
Iunction ol a meoia plan lrom class
Inviolate law ol meoia planning lrom class
gross impressions lrom class
reach, lrequency ano their connection
Gross Rating Foints ,GRFs,
calculating GRFs lrom class also !3o
calculate gross impressions
TRF ,!3o,
CFM ,cost per thousano,
CFM lormula on page !39 8 class
,Can you calculate CFM il you have the cost
ano the circulation ol a magazine?,
Cost elnciency.
meoia objectives
meoia strategy
meoia tactics
Contact point
Meoia buyer`s lunctions ,!!7,
negotiation ,!!8,
prelerreo positions
unbunoling 8 meoia buying services
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meoia vehicle
niche meoia
measureo meoia
7 trenos pg ,328,
3 eras ,329,
Key Meoia Flayers ,331,
meoia reps ,332,
meoia plan
Iigure 11.1 Meoia Lanoscape
Iigure 11.2 meoia planning steps
meoia mix
auoience groups ,33!,
ALL bolo !"#$%&$'() on pages 33.
Intrusiveness
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4 ol magazines publisheo in USA ,38,
types ol magazines ,39-3o0,
controlleo vs uncontrolleo circ. ,3o0,
guarnateeo circulation ,3o1,
guaranteeo circulation
Vertical publication
Horizontal publication
controlleo circulation
primary circulation
seconoary circulation
pass along reaoership
MRI ,3o1,
1st, 2no, 3ro ano !th cover
bleeo page ,3o0,
gutter ,3o0,
gatelolo,3o0,
SRDS ,Stanoaro Rate 8 Data Service,
aovantages 8 oisaovantages ol magazines as a
meoium
SMRB ,3o1,
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Frinciple page 3
Market selectivity
rate caro
homes receiving newspapers ,37,
column inches
Auoit Bureau ol Circulations
oisplay
classineo ,3o,
Co-op aovertising ,3o,
column inches ,how oo you ngure col. inches?,
agate line
split run
short rate
ROF ao ,37,
SAU ,Stanoaro Aovertising Unit, ,3o,
tabloio
broaosheet
circulation
Iree-Stanoing Insert Aovertisement ,ISI,
Supplements
Short rate
TMC ,total market coverage,
Auoit Bureau ol Circulations ,ABC,
Simmons-Scarborough ,38,
aovantages 8 oisaovantages ol newspaper
BV%TEFJ-%9:U
number ol sets in use
ol homes with TV ,373,
Structure ol TV inoustry starting on 37!
Spot buys ,37o,
common length ol a TV spot ,380,
TV oata ,eg, number ol sets etc,
sponsorships ,380,
spot announcement
participations ,380,
Neilsen Inoex ,379,
Feople meters ,379,
inlomerical
synoication
Arbitron
Rating ,379,
Share ,379,
rating points ,379,
sweeps ,379,
gross impressions ,379,
4 ol commercialshr
zip, ,378,
zap ,382,
alnliates
prime time
Fay-per-View
HUT ,homes using television,
structure ol TV inoustry
Superbowl --number ol viewers
FSAs
trailers
embeooeo ao
wasteo reach ,381,
aovantages 8 oisaovantages ol TV ,class -383)
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Relationship marketing ,337 plus class,
Contact Foint
touch point
CTF ,Critical Touch Ft.,
Iigure 11.3. meaning??
packaging as a touch point ,338,
Viral marketing ,3!0,
Consumer generateo content ,3!1,
Iigure 11.! Nontraoitional meoia ,3!2, Flease note
Frinciple on same page.
Guerilla marketing
proouct placement
branoeo entertainment ,3!!,
webisooes
What`s happening in Mobile marketing?
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Relationship marketing
persmission marketing
experience marketing
guerilla marketing
oigial marketing
viral marketing
mobile marketing
social network marketing.
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Why the internet is so important to customers
,391,,
bolo lace terms on pages 392-393
Unoerstano Frinciples in this chapter
What are the major lunctions ol the internet
Marcom? ,39-399,
viral marketing ,!01,
click-through rates ,!02,
internet lormats ,!02,
Search marketing 8 the search engine. ,impt,
social meoia marketing . Unoerstano various
types ,tweets, chat rooms, blogs social networks,
,!0,
Virtual communities ano aovertising ,!09,
Social meoia strategies ,!10, see principles~
e-meoia oevelopment ,!11,
hashtags 8 tag clouos
Internet issues: measurement ano privacy.
Aovantages 8 oisaovantages ol internet as an
aovertising meoium ,!1!,
A*-%)W%[)+5%+5607%TEFJ-%9:U
(3o!-3o9 plus class oiscussion,
posters
painteo bulletin
extensions
showings ,eg. 100 showing,
kiosks
transit
aovantages 8 oisaovantages
Ellective outooor -Fractical tips pg 3oo -class)
M760)%TEFJ-%9:U ,3o9-373,
know !"#$%#&'( pg 372
Clutter --raoio vs TV ,373 ,
Structure ol raoio inoustry
raoio auoience ,370,
FSAs ,372,
orive time
network raoio vs spot raoio
synoication
oayparts ,371,
coverage ,371,
arbitron ratings ,371,
the raoio auoience statistics
using raoio ellectively ,372,
Raoio aovantages 8 oisaovantages
poocasting
Chapter 11: Media
Basics
Part 4
Practice: Where are Media
Headed?
Questions to Explore
How do media work in marketing
communication and how is the
industry organized?
How would you describe the key
strategic media concepts?
Why and how is the media
landscape changing?
What Do We Mean
By Media?
What do we mean by
media?
Media refers to the way messages are
delivered to target audiences and
increasingly, back to companies and
among audience members.
Media is the go-between step in the
communication model; the way
messages are sent and returned
by the source and receiver.
Here, the source and receiver are the
company or brand, and its
customers.
What do media do?
All marketing communication areas use a
variety of media to deliver messages
to customers.
In traditional mass media, it is a one-way
process from source to receiver.
Todays media are also interactive,
because they offer opportunities for
dialogue and two-way conversation.
Media also offer engagement
opportunities and connect a brand
with its audience.
The evolution of media
roles
We can summarize the evolution of media
as follows:

The Print Era
Ink and print images reproduced as
newspapers, magazines, and posters.
The Broadcast Era
Visual and audio information in the
form of radio and television programs.
The Digital Era
Electronic information transmitted
through the Internet, cable and
satellite.
The evolution of media
roles
Every technological advance has
threatened the older media, and every
new medium is launched in the
footprints of its predecessor media.
A more serious shift is occurring in the
21
st
century, as computers and the
Internet personalize media.
Word of mouth also delivers
personalization. It is a powerful new
marketing communication force.
The evolution of media
roles
The evolution of media
roles
As a class:
Check out how consumers are converting
their TVs into new multimedia centers
in A Matter of Practice: People Really
Enjoy Their Large-Screen
Televisions.
The media industry
The modern media landscape features:
Up to 200 TV channels in some markets
Numerous special-interest publications
Millions of websites
New media forms unimaginable 20 years
ago
Key media players
On the selling side:
Media salespeople work for a magazine
or TV station; provide sales kits with
information about audience and
medium.
Media reps or brokers are people/
companies who sell space and time for
a variety of media, allowing the media
buyer to make an entire buy with one
order.
Key media players
Media researchers compile audience
measurement data, media costs, and
availability for various media.
Media planners develop the strategic
decisions outlined in the media plan,
such as where and when to advertise
and which type of media to use.
Key media players
Media buyers implement the media plan
by contracting for specic amounts of
time or space, based on the plan
developed by the media planner.
Media buying companies specialize in
media research, planning, and buying.
They may be a spinoff from an
advertising agency, and work for a
variety of clients.
What are the
Fundamentals of
Media Strategy?
The media plan
The challenge is to manage all available
media opportunities, yet maximize
budgets.
All of this decision making comes together
in a media plan.
The goal is to maximize message impact
while minimizing cost.
Key strategic media
concepts
Media Mix
The way various types of media are
strategically combined to create a
certain kind of impact.
Multiplatform
Describes multichannel and
multimarketing opportunities, including:
Social media
Branded entertainment
Video games
Product placement
Guerilla marketing
Key strategic media
concepts
Targets and Audiences
The goal of the media plan is to match
the advertisers target audience with
the audience of a particular medium.
As a class:
See the Inside Story feature for an
example of tight targeting.
Here, a University of Florida student
advertising agency developed a
customized campaign for the
universitys student travel program.
Key strategic media
concepts
Media audiences
Traditionalists grew up with newspapers
magazines, and radio.
Boomers, now in their 50s and 60s, also
grew up with television.
Gen Xers, now in their 30s and 40s, also
grew up with tape recorders, video
games, VCRs and cable TV.
Key strategic media
concepts
Media audiences
Gen Yers, now twenty-somethings, also
grew up with the computer, satellite TV,
the Internet, CDs, and cell phones.
Millennials, the most recent generation,
have grown up with DVDs, TiVo,
satellite radio, iPods, smar phones,
Second Life, MySpace, Facebook, and
Twitter.
The media planners challenge is to
match the target audience with the
mediums audience.
The basis for the buy
Exposure
Where all media effects all begin.
Impressions
One persons opportunity to be
exposed one time to an ad in a
specic vehicle.
Circulation
Refers to number of copies sold.

The basis for the buy
Gross Impressions
The estimation of total impressions
across a publications total circulation.
Ratings
A measure that converts gross
impressions to percentage of
households.
Share
Refers to the percent of viewers based
on the number of sets turned on.

The basis for the buy
Reach and frequency
Reach is the percentage of the media
audience exposed at least once to the
advertisers message during a specic
time frame.
Frequency is the number of times a
person is exposed to an advertisement
You have to hear/see an ad three times
for it to make an impact.
The goal of a media plan is to reach
as many people in the target
audience as often as the budget
allows.
The basis for the buy
Intrusiveness
The ability of a medium to grab attention
by being disruptive or unexpected.
The more intrusive a medium, the more it
can be personalized, but also more
costly to use.
If a message is too disruptive or irritating,
it may not help build a positive brand
relationship.
How is the Media
Environment
Changing?
IMC and the media
IMC and media
IMC works to create, sustain, and
strengthen brand relationships over
time.
Relationship marketing shifts the focus
from a one-time purchase to long-term
involvement from all critical
stakeholders.
All stakeholders are seen as
communicators who can send either
positive or negative messages about
the brand.
Channels to contact
points
Contact points are the various ways a
consumer comes in contact with a
brand.
These can be:
Newspapers and magazines
Outdoor boards and posters
Radio and television
But also:
The Internet
Packages and labels
Company trucks and cars
Channels to contact
points
Recall the seventh principle of IMC:
All contact points deliver brand
messages.
In other words:
Everything that delivers a message to a
stakeholder about a brand is a contact
point.
Channels to contact
points
A touch point is a brand experience that
delivers a message that touches
emotions leading to positive and
negative judgments.
A critical touchpoint (CTP) is one that
connects the brand and customer on
an emotional level and leads to a yes
or no decision about a brand
relationship.
Experiential marketing utilizes events,
store design, and other means to
engage customers in a personal and
involving way.
Channels to contact
points
Packaging:
is both a container and a communication
vehicle.
is the last ad a customer sees before
making a decision on which brand
to buy.
is a constant brand reminder in the home
or ofce.
presents brand image and communicates
critical benets such as recipes.
Channels to contact
points
Pepperidge Farm, with its consistent design and
distinctive brand image, dominates cookie shelves
because of the power of its consistent design across
all the brands variations.
Channels to contact
points
Word of mouth
Buzz is important because it means
people are talking about a brand.
The goal of buzz-builder strategies is to
the right people saying the right things
about the brand.
As a class:
Burger King has been lauded as the
king of buzz. Do you agree? What
examples can you think of?
Channels to contact
points
Viral communication
Viral marketing strategies create a
groundswell of demand for a brand.
Consumers create
buzz through:
E-mails
Blogs
Facebook
YouTube
Twitter
Channels to contact
points
Customer service
represents a companys attitude and
behavior during interactions with
customers.
sends some of the most impactful brand
messages that customers receive.
Channels to contact
points
Customer service
Go online at www.zappos.com
and locate the zappets (employees).
What kinds of brand messages do they
send
through their customer service?
New consumer media
use patterns
Consumers use of media is changing as
fast as the technology.
Signicant trends:
Media consumers are active, in control,
and entertained.
Lives are media focused.
Personal life has become public.
Global has become local.
New consumer media
use patterns
Rather than controlling media choices,
consumers are designing their own
media landscapes.
This is known as consumer-generated
content.
Two major changes in media use
patterns:
Media-driven lives
Media multitasking
New and alternative
forms of contact
This is the most creative time in the
history of commercial media.
Older media are converging with new
media and new forms are being
created faster than we can learn how to
use them.
The search for new ways to reach target
audiences is key for advertisers trying
to reach the elusive youth market.
New and alternative
forms of contact
Guerilla marketing
Uses the power of involvement to
create memorable brand experiences.
Creates unexpected personal encounters
with a brand.
Examples:
Sears used computer-equipped
Segways in Chicago.
Vodaphone used holographic ads
featuring Portuguese soccer players.
New and alternative
forms of contact
Product placement
A company pays for verbal or visual
brand exposure in a movie or TV
program.
It is less intrusive than conventional
advertising.
The product is the star.
Celebrities demonstrate product in
natural setting.
Unexpected; occurs when viewer
resistance is down.
New and alternative
forms of contact
Product placement
However, it may go unnoticed.
It may not match the movie or audience.
The movie may not be successful.
Movie examples:
Up in the Air: American Airlines and Hilton
Hotels
The World is not Enough: BMW Z28
TV examples:
American Idol: Coca-Cola and Ford
Survivor: Target Stores
New and alternative
forms of contact
New and alternative
forms of contact
Video games
A major new medium for advertisers to
target 12-to-34-year-old males, and
other groups.
Opportunities exist both in creating
games and placing products within
games.
For an innovative example, go to: http://
smashhits.guitarhero.com
As a class: What types of advertising can
you spot on this website?
New and alternative
forms of contact
Branded entertainment (or
advertainment)
Companies produce lms for the Internet
where the brand is integrated into the
storyline.
Webisodes have created a new form of
Web advertising.
For an example, review the Inside Story:
Axe Cleans Up.
New and alternative
forms of contact
Mobile marketing
The phone is a classic example of how
the media are shifting.
Smart phones have computing and
photographic capabilities, and can
access the Internet.
Text messaging and instant
messaging are now being used as
advertising vehicles.
Mobile marketing is the strategy of
reaching people via their cell phones.
New and alternative
forms of contact
Branded apps
Software that runs on your computer, cell
phone or social networking site.
Marketers like them; they are generally
free but prominently linked to a brand.
For examples, check out Apple and AT&T
at:
www.apple.com/iphone/apps-for-iphone/
phone
New and alternative
forms of contact
Other new media
Streaming videos are joining
homemade creations on YouTube and
on smart phones.
With viral video, interesting videos form
a variety of sources can be sent from
one friend to another.
Possibilities are limitless. New media can
also include a range of low-tech
ideas.
New and alternative
forms of contact
Where Were Headed
Next
In Chapter 12, we will:
Review traditional media including:
Print
Outdoor
Broadcast
Explore the characteristics that
make them different from other
media forms.
Its a Wrap
Axe Cleans Up
After the Axe Detailer was introduced,
sales exceeded expectations.
The Detailer campaign communicated
the correct branding and taught
customers something about the
product.
Its a Wrap
Axe Cleans Up
Key lessons:
The Axe campaigns show how marketing
contributed to making Axe the top U.S.
male shower brand.
Creative ideas can be applied to a variety
of media and contexts, all in support of
selling the product.
As a class: What others can you think of?
Chapter 12:
Traditional Media
Part 4
Practice: Where are Media
Headed?
Questions to Explore
What key points should marketers know
to make effective decisions about
advertising in newspapers and
magazines?
What factors do marketers consider in
making out-of-home advertising
decisions?
How do radio and television work as
marketing communication media?
How do marketers use movies and other
video formats for marketing
communication?
What are the Key
Print Media
Characteristics?
What are the key
print media
characteristics?
Print media vehicles include:
Newspapers
Magazines
Brochures
Posters
Outdoor
Print provides more information, richer
imagery, and longer messages than
broadcast media.
What are the key
print media
characteristics?
Print is often used to generate cognitive
responses.
It is more exible, less eeting, and more
engaging when targeted to special
interest audiences.
Print can engage the senses of sight,
touch, and smell.
Newspaper basics
Newspapers primary function is news,
making it useful for ads announcing
sales, events, other news.
People read newspapers as much for the
ads as they do for the news stories.
Newspapers are a local, mass medium.
Market selectivity allows newspapers to
target specic consumer groups.
Newspaper basics
This beautifully illustrated newspaper ad conveys
the idea of worldwide coverage for telecom
giant AT&T.
Newspaper basics
The newspaper industry
Readership is declining, particularly
among young people.
The recession of the late 2000s brought
double-digit declines in advertising.
Newspapers are third to television in
advertising revenue.
Online delivery is becoming an industry
growth area.
Newspaper basics
Newspaper ad sales
Ads are sold based on size of the space
and the newspapers circulation.
Local advertisers and volume buyers get
discounts; national advertisers pay a
higher rate.
Newspaper basics
Newspaper ad sales
Ads are sold by local sales staff or
brokers on the one-order, one-bill
system.
The introduction of standard
advertising unit (SAU) in the 1980s
made national buying much easier.
With coop advertising, a local retailer
places an ad and the manufacturer
pays for part of the ad.
Newspaper basics
Types of newspaper advertising
Display
Can be any size, placed anywhere except
editorial section.
May be local (retail) or national (brand).
Run-of-paper rate (can run anywhere) or
preferred-position rate (advertiser selects
sections where ad runs).
Classied
Advertising by individuals to sell their personal
goods and advertising by local businesses.
Supplements
Magazine-style publications inserted into
newspapers.
A free-standing insert (FSI) is a preprinted ad
inserted for a fee.
Newspaper basics
Newspaper readership
measurement
Half of American adults read the
newspaper daily.
Readers are older with higher incomes,
education.
Newspapers measure their audiences to
attract advertisers who want to reach
their readers.
Audit Bureau of Circulations: independently
veries statements about newspaper
circulation statistics.
Simmons-Scarborough: annually measures
readership proles in approximately 70 of the
nations largest cities.
Magazine basics
Over 90% of all U.S. adults read one magazine
per month, spending 44 minutes per issue.
Quality of reproduction is their greatest strength.
This campaign makes the case that magazines can be
an effective ad medium even in the age of the
Internet.
Magazine basics
Health of the magazine industry
It has weathered the recession and
changing media environment relatively
well.
New magazines continue to emerge,
especially those that target business
markets and other growing segments.
Zines, online versions of traditional
magazines, represent the greatest
growth area.
Magazine basics
Health of the magazine industry
Zines also create interesting dilemmas.
Consider:
www.wiredmagazine.com
Wired has been on the cutting edge of
the digital community. However, its
website is the most popular version.
What happens to the website if the print
version of the magazine is eliminated?
Magazine basics
Types of magazines
Consumer magazines
Aimed at consumers who buy products
for personal use.
Business magazines
These target business readers.
Examples:
Trade papers
Industrial magazines
Professional magazines
Farm magazines
Corporate publications
Magazine basics
Types of magazines
In assembling their media mix, planners
consider:
Geography: national, regional editions
Demographics: age, income, occupation, etc.
Editorial Content: general, womens, shelter,
business, and special interest.
Physical Characteristics: 8 x 11, 6 x 9
most common.
Ownership: publishing companies vs.
organizations
Distribution and Circulation: subscriptions vs.
single-copy sales.
Magazine basics
Controlled versus uncontrolled
circulation
Controlled circulation
Traditional delivery through newsstand
purchases or home delivery via the
U.S. Postal Service
Uncontrolled circulation
Nontraditional or free delivery to
specic audiences:
Hanging bagged copies on doorknobs
Inserting in newspapers
Delivering through professionals ofces
Direct delivery
Electronic delivery
Magazine basics
Magazine ad sales
Ad costs are based on the size of the ad
and circulation of the magazine.
Typical formats:
Premium positions: back cover, inside covers
Double-page spread: two ad pages face each
other
Bleed page: color goes to edge of the page
Magazine basics
Magazine ad sales
Typical formats
Gatefold: more than two connected
pages that fold in on themselves
Special ad page or section that looks
like editorial
Multiple-page photo essay
Fractional page space: vertical or
horizontal half-page, half-page
double spread
Magazine basics
Magazine readership
measurement
Magazine rates are based on
guaranteed circulation a publisher
promises to provide.
Circulation is the number of copies of an
issue sold.
Readership represents total audience,
which includes pass-along readers.
Magazine basics
Magazine readership measurement
Objective, outside measurement
companies:
Audit Bureau of Circulations veries
circulation.
MediaMarks MRI service measures
readership for many popular national
and regional magazines.
Simmons Market Research Bureau
provides psychographic data on
readers.
Starch, Gallup and Robinson provide
information on audience size and
behavior.
Directories
Directories are books that list people or
companies, phone numbers, and
addresses.
They are directional: they tell people
already in the target market where
to go to get the product or service
they want.
Almost 90% of the people who consult
the Yellow Pages follow up with action.
Directories
Retailers can buy display space for
larger ads, but directories can be
cluttered.
There are more than 7,500 other
directories for professional and interest
groups.
As a class:
For more information on the value of
directory advertising, see:
A Matter of Principle
Directories: The Medium You Trust the
Most
What are the Out-
of-Home Media
Characteristics?
What are the out-of-
home media
characteristics?
Out-of-home advertising includes:
Billboards
Hot-air balloons
Buses
Posters
Kiosks
Blimps
Airport displays
It ranks second to the Internet in
terms of growth.
It is situational: can target specic
people at a specic time when
theyre most interested.
Outdoor advertising
This includes street and highway
advertising, plus posters in public
locations.
Two primary uses of outdoor:
As reminder advertising
As a directional guide
Outdoor advertising
Size and Format
Printed posters or painted bulletins
Extensions: go beyond the rectangle
border
Cutouts: present an irregular shape.
Digital displays: use wireless
technology to change messages.
Outdoor advertising
Outdoor ad sales
Outdoor is sold in showings, based on
trafc counts.
Boards are usually rented for 30 days.
As a class:
What does a 100 showing mean?
On-premise signs
Retail signs identifying stores are an
ever-present form of brand
communication.
On-premise signs
Posters
Used on buildings, kiosks, vehicles, and
bulletin boards.
Kiosks are designed for public posting of
notices and advertising posters.
Did you know
The iPod was launched in London with
walls of posters that Tube riders
encountered on the escalators!
On-premise signs
Transit Advertising
This is a form of urban mass advertising.
Ads run on buses, taxis, and moving
billboards.
There are two types of transit advertising:
Interior
Exterior
Painted vehicles emerged in 1993 with
PepsiCo.
Using print and
out-of-home media
effectively
Key considerations:
Use newspapers to announce
something new and to target local
markets.
Use magazines to target people with
special interests.
Use outdoor to target audiences on the
move and to provide directional
information.
Directory ads catch people when
shopping.
What are
Broadcast
Media
Characteristics?
What are broadcast
media characteristics?
Broadcast media refers to:
Radio
Television and other video forms
Movie advertising
Ads are bought in terms of time
(seconds, minutes).
It utilizes sight and sound; is more
entertaining.
Radio advertising engages the
imagination.
Television creates powerful brand
imagery.
Both use emotion and repetition to
intensify memory.
Radio basics
The structure of the radio
industry
The U.S. has more than 10,000
commercial radio stations, mostly
serving local markets.
In recent years, radio industry growth has
slowed.
Broadcast forms:
AM/FM
Public radio
Cable radio
Satellite radio
LPFM (low-power FM)
Web Radio or webcasting
Radio basics
The radio audience
Radio is close to being a universal
medium.
Virtually every U.S. household has at
least one radio.

Radio is a $20 billion industry tightly
targeted based on special interests:
Religion
Spanish language
Talk shows
Radio basics
Dayparts
Audiences are grouped by the time of
day when they are most likely to be
listening.
Typical dayparts:
Morning drive time: 610 a.m.
Midday: 10 a.m.3 p.m.
Evening drive time: 37 p.m.
Evening: 7 p.m.midnight
Late night: midnight6 a.m.
Radio basics
Measuring the radio audience
Coverage: the number of homes able to
pick up station, tuned in or not.
Ratings: measure percentage of homes
actually tuned to a station.
The Arbitron Ratings Company
estimates audiences for some 250
markets in United States.
Radio basics
Radio advertising
Delivers high frequency using jingles for
repetition.
Has the power to engage the imagination
and communicate on a more personal
level than other forms of media.
Uses drama to engage the imagination
as in public service announcements
(PSAs) which are created free by
agency personnel and run free by the
media.
Radio basics
Radio advertising is divided into
three categories:
Network Radio Advertising
Group of local afliates connected to one or more
national networks.
Growth has contributed to increase in syndicated
radio
Spot Radio Advertising
Advertiser places ads with an individual station, not
a network
Messages can be tailored for particular audiences
Flexibly in content, timing, and rates
Syndicated Radio Advertising
Offers advertisers of high-quality, specialized, and
original programs
Advertisers value the high level of audience loyalty.
Radio basics
Using radio effectively
Radio is highly targeted and inexpensive.
Excellent reminder/reinforcement capabilities.
Builds frequency through repetition.
Targets audiences through specialized
programming.
Sparks imagination through theater of the mind.
Timing is critical.
Radio advertising must break through the
clutter.
For a look behind the scenes of radio commercial
production, go to: www.radio-ranch.com
Television basics
Television has become a mainstay of
society. Some 98% of U.S. homes have
one or more television sets.
Heavy TV use by children has concerned
parents and early childhood experts.
Television advertising is tied to television
programming, so its effectiveness is
determined by the popularity of the
television program.
For some interesting insights on TV advertising,
check out A Matter of Practice, Mad Men:
Advertising at the Intersection of Social
Change.
Television basics
Structure of the television
industry
Network television
A distribution system that provides
television content to its afliated
stations.
ABC, CBS, NBC and Fox are the major
networks.
Each network has about 150 afliates.
Local and national advertising pays for
station and network operations.
Television basics
Structure of the television
industry
Subscription television
Here, people sign up for service and pay
monthly fees.
The most common form is cable
television.
Cable is pulling ad revenue away from
network TV.
Satellite television is another form of
subscription TV.
Television basics
Structure of the television
industry
Other television formats:
Pay programming and on-demand
programming
Local television
Public television
Syndication
As a class: Discuss the key differences between
each format.
Television basics
New technology and innovative
television
High-denition TV (HDTV)
Playback of movie quality, high-resolution
images
Content must be broadcast in HDTV
format
Interactive television
TV set with computer capabilities; uses
broadband
Addressable and 3-D television also are in
development.
Digital video recorders (DVRs)
Enables users to record favorite shows
and watch later. This is called time-
shifting.
DVRs threaten marketers because viewers
can skip ads.
Television basics
Measuring the television
audience
Households Using Television (HUT)
measures exposure based on houses
with sets turned on.
Impressions: the number of viewers
watching a programmeasured by:
Ratings: converts gross impressions to a
percentage; one ratings point equals 1% of
all the nations TV homes.
Share: share of audience is percent of viewers
based on the number of sets turned on.
Nielsen measures national and local
audiences using people meters and
viewer diaries.
Television advertising
Television tells stories, engages
emotions, creates fantasies, makes a
powerful visual impact.
It also demonstrates how things work.
TV brings brand images to life and
adds personality to a brand.
Television advertising
Advertising sales
Commercials can take several forms:
Sponsorships
The advertiser assumes nancial responsibility
for producing the program and providing the
commercials.
Participations
Advertisers pay for 10, 15, 20, 30 or 60-second
commercials. This is the most common
approach used by networks.
Spot announcements
Commercials appearing in breaks between
local programs. Sold by local afliates to
advertisers who want to show their ads locally.
Television advertising
Effectiveness of television
Television is used because of the reach it
delivers.
It also makes a strong visual and
emotional impact, creating
engagement.
Its good for messages that need action,
movement, demonstration.
Television advertising
Drawbacks of television
Commercial breaks are cluttered, and
viewers often leave their sets.
Wasted reach: messages reach
consumers not in the target market.
Viewers zip (fast forward) or zap (change
channels) to avoid commercials.
Advertising time and production costs are
expensive.
Clutter, which leads to intrusiveness, and
irritation.
Other Video
Formats
Movie trailers and disc
ads
Movie theaters trailers reach captive
audiences.
DVD, Blu-ray and other video distributors
place ads before movies.
Promotional video networks are used in
stores, ofces, and truck stops.
Marketers are producing video clips for
cable, video-on-demand, company
websites, MySpace, other sites.
For an example: go to:
www.ge.com/imaginationtheater
Using broadcast
and video effectively
As a class:
Review the Broadcast and Video Media
Advantages and Limitations table in
this chapter.
Discuss as groups, and provide
examples of each.
Where Were Headed
Next
In Chapter 13, we will:
Move on to the equally fast-
changing realm of digital media.
Learn more about the dynamic
world of online communication.
Its a Wrap
Aacs Duck Spreads Its
Wings
In your mind, just how effective is the
Aac duck?
This campaign led to a 94% awareness
of Aac and a boost of 55% in U.S.
sales during the rst three years.
Will the next generation of the campaign
be equally effective?
Its a Wrap
Aacs Duck Spreads Its
Wings
Key lessons:
Traditional media is key to campaign
success, even in the age of the Web
and social media.
All media components worked together
to educate consumers and boost brand
comprehension.
As a class: What others can you think of?
Chapter 13: Digital
Media
Part 4
Practice: Where are Media
Headed?
Questions to Explore
How does the Internet work and
what are the roles it plays in
marketing communication?
What are the most common types
of online marketing
communication?
In what ways are Internet practices,
issues, and trends evolving?
Interactive Media:
Web 2.0 and You
Interactive media:
Web 2.0 and you
Media planners are trying to understand
how the rapidly changing media
landscape will affect advertising and
marketing communication.
Web 2.0 refers to the trend toward social
networking and entertainment sites.
The convergence and blurring of media
forms is challenging media planners.
For an example of convergence, go to:
www.BudgetTravel.msnbc.com
Internet basics
Internet: a linked system of international
computer networks.
World Wide Web: the information
interface that allows people to access
the Internet through an easy-to-use
graphical format.
The Internet is still evolving and is driven
by innovation.
It is useful for communicating brand
information, but any problem can travel
around the world instantly.
Internet basics
Why has the Internet become so
important to consumers and marketers
in such a short time?
Here are a few reasons:
Information
Choice
Accessibility
Speed
Internet basics
Other important Internet terms and
tools
URLs and domain names
Portals: such as AOL or MSN.Yahoo!
Search Engines: such as Google
Netcasting, such as Blip.tv
Broadband: high-speed Internet
connection
As a class: dene and discuss each of
these terms. Provide examples of
each.
The Internet audience
Internet use has expanded over the
years to sites that appeal to almost any
age or interest group.
The most sought-after group is the hard-
to-reach youth audience, particularly
young males.
The Internet is the ultimate niche medium
because it appeals to peoples specic
interests.
Internet marketing
The Internet has created new ways to do
business.

Many companies sell products online,
particularly to the B2B market.
Consider:
Amazon.com
eBay
iTunes
These companies exist only as online
businesses. They are Internet brands.
The Internet as
a marcom medium
Purposes of online marketing
communication:
It provides a brand reminder message to people
visiting a website.
As with an ad in traditional media, it delivers an
informational or persuasive message.
It drives trafc to the website by enticing people
to click on a banner or button.
It provides search capabilities to consumers.
It enables interactivity with a company or other
consumers.
What are the functions
of Internet marcom?
E-business or e-commerce
Businesses use it to sell products, manage
their operations.
The information role
Includes online publishing, encyclopedias
www.ezinearticles.com uses only reader-
generated content.
The entertainment role
Includes games, fashion, music, videos,
YouTube, SecondLife (avatars)
What are the functions
of Internet marcom?
The social role
Social networking allows users to express
themselves, interact with friends, and publish
their own content.
Examples include Facebook and MySpace.
The word-of-mouth role
Creates a dialogue with customers.
Stimulates conversation between customers
and potential customers
Types of Online
Marketing
Communication
Types of online
marketing
communication
Websites
Also called a home page, a website is
the online face a company presents to
the public.

Websites blur the distinction between
advertising, direct marketing and public
relations.
As a class:
To see how Web marketing communication
agencies promote themselves and establish
their own brand identity, check out Risdall
Advertising at: www.risdall.net
Types of online
marketing
communication
Websites
Stickiness: the degree to which a
website encourages visitors to stick
around.
Navigation: The ease with which users
can locate and move through your
website.
Check out these two highly sticky
websites:
www.CampbellsKitchen.com
http://tdi.vw.com
Types of online
marketing
communication
E-mail communication
E-mail is a very inexpensive form of
advertising.
Viral marketing uses e-mail, Facebook,
and Twitter to circulate a message
among family and friends.
Remember The Diet Coke/Mentos
Experiment? The viral advertising
generated boosted Mentos mint sales
by 15 percent!
Why is Internet
advertising growing so
fast?
Banner and display ads
Banner Ads
Click-through rates are often less than 1
percent.
Entertainment helps. Check out
www.valleyofthegeeks.com
Skyscrapers
Extra-long, skinny ads down the side of a Web
site.
Response rates can be 10 times traditional
banner ads.
Pop-ups and pop-behinds
Often seen as intrusive and annoying, these
are less common.
Why is Internet
advertising growing so
fast?
The Internet combines the best aspects
of traditional media:
Motion and audio
Interactivity
Depth of information
And often at a much lower cost than
traditional media.
Most forms of online advertising
weathered the recent recession better
than traditional advertising forms.
Why is Internet
advertising growing so
fast?
Banner and display ads
Micro-sites or mini-sites
Users dont have to leave current site.
Response rates average around 5 percent.
Superstitials
Thought of as the Internets commercial.
Designed to work like a 20-second TV ad.
Widgets
Allow people to create and insert professional-
looking content into their personal websites.
Includes brand-sponsored news notes,
calculators, and more.
Why is Internet
advertising growing so
fast?
Online video ads
Multiple formats have forced advertisers
struggle to nd the best platforms.
The lack of standardization have raised
agencies production costs as they try
to adapt to new formats.
Why is Internet
advertising growing so
fast?
Search advertising
Search engine advertising is driven by
keywords that consumers use to
search for information.
Search marketing enables marketers to
position brand messages adjoining the
list of sites compiled in responses to a
keyword search by search engines.
Because consumers initiate the search,
the adjoining ads are not perceived to
be as intrusive as other forms of
advertising.
Why is Internet
advertising growing so
fast?
Search optimization
This practice maximizes the link between
topics and brand-related Web sites.

Companies try to affect their search
engine rankings to drive more trafc to
their websites.
They want their ads to appear as close to
the top of the list as possible.
Classied ads
Local advertisers also use local media
websites and Craigslist to sell products
and services.
Why is Internet
advertising growing so
fast?
Internet ad sales
In 2009, the market for online display ads
was estimated at $21 billion per year.
Google has been the most successful at
attracting advertising.
Selling online advertising space is
complicated. Rates and services vary
widely.
Middlemen companies act as brokers,
packaging online ad space across
different sites.
Why is Internet
advertising growing so
fast?
This is a button on the on the DoubleClick
website that lets advertisers create animated
widget ads.
Social media tools
Social media marketing refers to the
use of:
Blogs
Linked social networks
Online communities
to build relationships with
customers.
Social media is used to:

Promote brands
Engage customers
Create brand relationships
Social media tools
As a class:
For some words of wisdom on social
media, review:
A Matter of Principle:
Consumers, Advertisers, and Social
Media
What is the principle of homophily that
drives online communities and digital
associations?
Social media tools
Blogs, Micro-blogs and chat
rooms
A blog is a diary-like Web page created
by individuals to talk about things that
interest them.
Blogs are produced by some 100 million
people worldwide.
Corporations use blogs to engage
stakeholders.
Social media tools
Blogs, micro-blogs and chat
rooms
However, bogs take a lot of time. Many
bloggers run out of steam or move to
social media.
They are sometimes criticized as stealth
advertising.
Twitter has pioneered the mini-blog with
140-character posts, called tweets.
Groups of people with common interests
can meet and share their experiences
through chat rooms.
Social media tools
Social networks
These link friends, fans, or others who
share interest in some topic.
MySpace pioneered the concept, but has
lost market share to Facebook in
recent years.
Social media users tend to be younger
and female.
Companies and brands now have
Facebook and MySpace pages with
their own brand proles.
Social media marketing can increase a
brands Web presence and help
manage its Internet image.
Social media tools
Video and image sharing
Using this type of social media, users
can post videos and photographs.
YouTube is the Goliath of this genre. It
now plays more than 100 million clips
per day.
Skype is a video chat service that works
like a video phone.
Popular TV programs and commercials
are often uploaded to YouTube pages
as viral videos.
Social media tools
Social games and virtual
communities
Designed for people who want to live
imaginary lives online by playing social
games.
It started with Second Life in 2003. The
action turned to Farmville in 2009.
Social media tools
Social media strategies
Marketers are working to nd the best
ways to use social media and take
advantage of its strengths.
Search ads combined with social media
campaigns generate the highest-level
results.
Marketers who use social media
recognize the value in conversations
and customer relationship-building
communication.
How is Internet
Marcom Evolving?
Ofine advertising for
websites
Internet marketers work to drive trafc to
their sites by using ofine advertising.
Ofine advertising appears in
conventional media.
Recall the Chapter 12 opening story on
Aac. Here, the company used print
media to entice readers to check out its
website.
Print is useful because it presents the
URL in a format that the reader can
note.
E-media developments
and applications
Some examples of note:
Podcasts, audio shows from the Web,
are changing how we listen to the
radio.
TVs and computers enable you to access
the Internet from your TV or watch
video downloads from your cell phone
on your big-screen TV.
Xbox game players can access Twitter
and Facebook from the games
console.
Hulu can feed streaming video from
movies and TV programs to smart
phones and gaming consoles.
E-media developments
and applications
Tagging, hashtags, and tag clouds
In many social marketing formats, posts
are categorized by tags.
Tagging is a way to track keywords by
inserting a hash symbol (#) before a
word in a Tweet.
Your note, as well as others with the
same hashtag, will show up on
www.hashtags.com
Tag clouds are visual representations of
the use of keywords in searchs and
tags in social networking.
E-media developments
and applications
Using the Internet across
borders
With its global reach, the Internet offers
real strength to global marketers.
However, challenges and barriers related
to:
Access
Legal issues
Language
Currency
Technology
Marketers must also remember the
technological differences among
worldwide Internet users.
Issues in Internet
advertising
Measurement
Feedback is rapid, but with no standards for
measurement.
Hits, viewers, unique viewers, and page views
dont offer insight about motivation or
attention.
Internet targeting and privacy
Cookies track your movements online and
report back to site owners who store or sell
your information.
Companies that keep track of their customers
online behavior can personalize their
advertising messages.
Advantages and
limitations
of Internet advertising
Advantages
It is relatively inexpensive.
It reaches people who arent watching TV or
reading newspapers.
It is easy to track and effective at reaching highly
targeted audiences.
Advertisers can customize and personalize
messages.
For B2B, Internet advertising can provide sales
leads or sales.
Small companies can easily and economically
look big and compete with larger companies.
Advantages and
limitations
of Internet advertising
Limitations
Strategic and creative experts arent able
to consistently produce effective ads
and to measure their effectiveness.
Clutter may even be worse than in other
media.
Where Were Headed
Next
In Chapter 14, we will:
Pull together the digital media
opportunities we have just
learned about.
Begin a discussion of how media
planning and buying are
managed.
Its a Wrap
Mission Accomplished
Key lessons:
The Virtual Army Experience effectively
reached and built relationships with
potential recruits by using media
creatively and interactively.
Todays audience is drawn to a brand
they can interact and connect with on a
more personal level.
As a class: what others can you think of?
Chapter 14:
Media Planning and
Buying
Part 4
Practice: Where are Media
Headed?
Questions to Explore
What is a media plan and what is
the role of media research in
developing media plans?
What are the four steps in media
planning and why are they
important?
How do IMC and global marketing
affect media plans?
What are the responsibilities of
media buyers?
How are Media
Plans Created?
How are media plans
created?
Traditionally, advertising agencies have
developed media plans.
Lately, media buying companies have
assumed planning roles.
Some agencies have spun off media
function as separate companies.
Specialized new media agencies have
emerged.
How are media plans
created?
(Figure 14.1 visual here)
Media planners look for data from creative,
marketing, and media sources.
Media research:
information services
Media research is central to media
planning. Information sources include:
Client information: about customers,
past efforts, sales, budget.
Market research: about markets and
product categories.
Competitive advertising: share of
voice is a percentage of total
advertising spending by one brand in a
product category.
Media research:
information services
Media kits: the size and makeup of
various media audiences. Supplied by
companies Nielsen, Arbitron, ABC,
Simmons.
Media Coverage Area: designated
marketing area (DMA) is used in TV
media.
Consumer Information: used to locate
target audiences within media markets.
The media plan
The media plan is a written document
summarizing the objectives and
strategies pertinent for placing a
companys brand messages.
The goal is to nd the most efcient and
effective ways to deliver messages to a
targeted audience.
What Are The Key
Steps
in Media Planning?
Step 1: Target
audience
Identifying the target audience is a key
decision.
The idea is to select media vehicles that:
are compatible with the creative executions
whose audiences best match those of the
brands target audience.
Every media vehicles audience is
different and therefore varies regarding
what percent of its audience is in the
brands target audience.
Step 2:
Communication
and media objectives
Media objectives describe what a
company wants to accomplish
regarding the delivery of its brand
messages and their impact on the
target audience.
The reach objective
Reach is the percent of different people
exposed to the message.
Targeted reach is the percentage of a
vehicles audience that matches the
brands target market.
Wasted reach is the number of people in
the vehicles audience who are neither
customers nor prospects.
Step 2:
communication
and media objectives
Writing media objectives
Objectives must be measureable with
time frames.
You can seldom reach 100 percent of
your target audience.
At times, frequency is more important
than reach.
As a class:
Review the examples of typical media
objectives found in this chapter.
Step 3: Media
strategies
This involves decisions and tools that
help identify the best way to deliver the
brand message.
Regardless of the budget, the goal is to
reach the right people at the right time
with the right message.
Media strategy is the way media
planners determine the most cost-
effective way to reach the target
audience and satisfy media objectives.
Step 3: Media
strategies
Strategies that deliver reach and
frequency
If the objectives specify high reach,
strategies would involve creating broad
exposure across many media vehicles.
If the objectives specify high frequency,
strategies will focus on a more limited
list of media vehicles.
Step 3: Media
strategies
Media mix selection
Most brands use a variety of targeted
media vehicles, called a media mix, to
reach current and potential customers.
Using a media mix distributes the
message more widely; media have
different audience proles.
Ask yourself:
What media will deliver what effects?
Can I reinforce and extend those effects with a
mix of media?
Step 3: Media
strategies
This ad demonstrates the use of a creative print
ad to drive trafc to a website.
See the Practical Tips box in this chapter for
more guidance on when to use various media.
Step 3: Media
strategies
Geographical strategies
A heavy up schedule is advised in
DMAs where the product is available or
projected sales are higher.
A category development index (CDI)
determines rates of consumption for a
product category.
Brand development index (BDI)
determines the strength of the brand in
geographical areas.
The CDI tells you where the category is
strong and weak, and the BDI tells you
where your brand is strong and weak.
Step 3: Media
strategies
Scheduling strategies
Aperture refers to when consumers are most
receptive to a brand message.
The goal is to reach the right people at the right
time with the right message.
This billboard illustrates a message delivered at
the right time and the right place.
Step 3: Media
strategies
Timing strategies: When to advertise?
Seasonality, holidays, days of the week, time of
day.
Lead time: time between thinking about
purchase and purchasing.
Duration: How long?
If the period is too short, the message may not
have sufcient impact.
If the period is too long, the ads may suffer
from wearout.
Continuity: How often?
Refers to how advertising is spread out over
the campaign.
A continuous strategy spreads ads evenly
over a campaign period.
Step 3: Media
strategies
Pulsing strategy
Advertising is intensied (peaks) before
an aperture and reduced to lower
levels (valleys) until the aperture
reopens; bursts of activity.
Flighting strategy
Alternating periods of intense
advertising activity (bursts) and no
advertising (hiatus).
Step 3: Media
strategies
Size and position strategies
Based on advertising objectives.
Correct message size and length must be
determined for each medium.
Media weighting
How much to budget in each DMA or region
and for each target group.
Used with seasonality, geography, audience
segments, or level of brand development by
DMA
Step 4:
Media metrics and
analysis
Media plans are driven by accountability.
Media departments are no place for guessing.
With millions even tens of millions of dollars
at stake, clients want hard data showing what
their budgets are being well spent.
-- A MediaBank executive
As a class:
Analyze this quote. How does it impact the media
planners responsibilities?
Step 4:
Media metrics and
analysis
GRPs (gross rating points) are found
by multiplying each media vehicles
rating by the number of insertions, then
adding up the total of all vehicles.
TRPs (targeted rating points) adjusts
the GRP calculation so it more
accurately reects the percentage of
the target audience watching the
program, thus reducing waste
coverage.
Cost efciency
Advertising decisions often come down
to cold, hard cash.
Planners use CPM, TCPM, and CPP to
measure a target audiences size
against the cost of reaching that
audience.
Cost efciency
CPM: Cost per thousand
An estimate of the cost to expose 1,000
audience members.
CPM = cost of ad x 1,000/readership.
TCPM: Targeted cost per thousand
An estimate of the cost to expose 1,000 target
audience members
TCPM = cost of ad x 1,000/readers in target
audience
CPP: Cost per point
Comparing media vehicles by relating the cost
of the message to the audience rating.
CPP = cost of ad/program or issue rating
Cost efciency
Media Optimization
A computer technique that enables
marketers to determine the relative
impact of a media mix on product
sales, and to optimize efciency.
Media planners must be careful not to
overload and irritate consumers.
As a class:
Review: A Matter of Principle: When is Too
Many Too Much?
Discuss: What is the consumer tipping point?
Why is this a potential problem?
A sample media plan
Media plans do not have a universal
form.
However, there is a common an logical
pattern to the decision stages.
To see how a real-world media plan is
written, see Figure 14.6 in this chapter:
Womens Health Services Media
Plan
Which key Chapter 14 concepts do you
see repeated throughout this plan?
A sample media plan
Womens Health Services
Media Plan
Major sections:
Objectives
Strategic plan development
Key media strategies
As a class:
Identify each of these sections in the plan
and give specic examples of each
one.
What is the Big
Picture
of Media Planning?
IMC and contact point
planning
IMC planners consider message delivery
systems, including all media used in
various types of marketing
communication.
IMC media plans also focus on key
contact points. This includes:
A variety of experiential media
Conventional media
IMC and contact point
planning
Dentsus ContactPoint Management
This Tokyo-based agency focuses on two
strategies critical to effective integrated
communication:
Identify the emotion-driving points where
consumers come in contact with a brand.
Move away from the traditional B2C model
towards a B2C2C model. Here, a business
talks to consumers, who talk to other
consumers.
For an example of how Dentsu manages brand
contact points for an automotive campaign, see
Chapter 14.
IMC and contact point
planning
Cross media integration
Here, various media work together to
create coherent brand communication;
synergy between different media
messages.
In traditional media, this is referred to as
image transfer how radio reinforces
TV messages.
Go to http://thinkagain.theatlantic.com
to see an example of cross-media
integration.
IMC and contact point
planning
Global media planning
There is no truly global medium.
Global media plans must draw upon a
variety of media tools go gain
worldwide coverage.
An advertiser seeking global exposure
must deal with different networks and
different vehicles in different countries.
How Does
Media Buying
Work?
Media buying
complexities
Media buying is a complicated process.
The American Association of Advertising
Agencies lists 21 elements of a media
buy.
The most important one is matching the
media vehicle to the strategic needs of
the message and the brand.
Lets examine some of these key buyer
activities
Media buying
complexities
Key media buyer activities:
Provide inside information to media
planners
Select media vehicles
Negotiate and contract for time and
space
Bargain for preferred positions
Demand extra support/value-added
media services
Monitor media performance during,
after campaign
Post-campaign evaluation
Monitor billing and payment
Ensure make goods
Media buying
complexities
Multichannel buying (and
selling)
A range of services can be used to ease
the task of multichannel media buying.
Newspaper buying is simplied through
companies that place advertising in
papers nationwide.
In the digital world, DoubleClicks DART
for Advertisers (DART) service helps
manage display.
A cross-media buy can be simplied by
media companies that manage multiple
vehicles.
Media buying
complexities
Global media buying
Few marketers are doing it.
Europe features buying centrals; media
organizations that buy across several
European nations.
Media buyers must always consider the
cultural implications in media use.
Some media buying companies are
adept at working with specic cultures.
Media planning and
buying trends
The media landscape is dynamic and
changing fast. It is hard to keep track of
how the media business is practiced.
Unbundling Media Planning and
Buying
Agencies media departments have
become separate, independent prot
centers and can work for the agencies
competition, and compete with
agencies for planning.
Some media companies offer
consolidated services, bringing some
of the planning and buying functions
back together.
Media planning and
buying trends
Online Media Buying
Google and Yahoo! Are making inroads into
media buying and selling.
Agencies are trying to gure out whether they
are friends or enemies.
New Forms of Media Research
Online media research (hits and clicks) dont
measure impact.
Traditional media monitoring systems dont
address the new ways media is used and
systems like TiVo and interactive TV.
Viral media is equally difcult to measure.
Most media research measures independent
media, not the effectiveness of combined
media.
Where Were Headed
Next
In Part 5, we will:
Review specic areas of marketing
communication including public
relations, direct response, sales
promotion and sponsorships.
Apply these to specic situations
including retail, B2B, nonprot, and
international marketing.
Its a Wrap
Beauty of a Campaign
Doves Campaign for Real Beauty
challenges the audience to reconsider
how they dene beauty, and to love
their bodies.
The campaign radically changed the
Dove brand image with a culturally
relevant message.
The campaign resulted in a 24% sales
increase during the advertising period.
Its a Wrap
Beauty of a Campaign
Key lessons:
Effective advertising means being
sensitive to consumers; understanding
how they think, act, feel.
It also means knowing where consumers
will be able to connect with a brand
message.
As a class: What others can you think of?