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1. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 11-1

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3.  Media refers to the way messages are delivered to
target audiences and increasingly, back to companies
and among audience members.
 Media is the channel 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.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 11-3

4.  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.
 Today’s media are also interactive, because they
offer opportunities for dialogue and two-way
conversation.
 Media also offers engagement opportunities and
connect a brand with its audience.
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5.  The recession, combined with the explosion
of online media, seriously hurt traditional
media.
 Television continues to dominate media
budgets, partially because television costs
are higher than other media.
 New forms of unmeasured media are an
exciting growth area, but hard to track.
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6. Size and profile of audience
1. Mass media: the channels through which messages
are sent to large, diverse audiences.
2. Broadcasting media cast their audio and visual
signals broadly to reach mass audiences.
3. Niche media are communication channels through
which messages are sent to niche segments
4. Measured media: the ability to analyze the cost of
a media buy relative to the size of its audience.
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7. Paid, owned, and earned media
 Paid media are the traditional measured
media, such as print and broadcast.
 Ad placements—both time and space --
are bought by the company or
organization.
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8. Paid, owned, and earned media
Owned media
Channels that are controlled by the organization and
that carry branded content, such as:
1. Websites
2. Direct mail
3. E-mail address lists
4. Facebook sites
5. Blogs
6. Public relations publications
7. Catalogs
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9. Paid, owned, and earned media
Earned media are channels where brand communication
is spread by outsiders, such as:
 Social media users
 News media
…that carry publicity stories where the brand may be
mentioned.
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10. Convergence
 New media tends to launch themselves by adapting
the forms of the media that preceded them
 Older media also adapts by adopting some of the
advances of new media.
 For example, nearly every media vehicle, now has
one or more websites.
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11. On the selling side:
 Media salespeople work for a magazine or TV station;
provide sales kits with information about audience
and medium.
 Media 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.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 11-11

12.  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.
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13.  Media buyers implement the media plan by
contracting for specific 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.
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14.  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
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15. Place-Based
Airport TV
In-store radio
Mall TV
Affinity-
based
Restaurant
Cinema
Service stations
In-school
In-store
In-stadium
Alternative
Aerial
Event sponsor
Naming rights
Sports sponsor
Guerrilla
Coffee sleeves
AdVans
Pizza boxes
Umbrellas
Brand
ambassadors
‘Reverse Graffiti’

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17.  Includes:
◦ Print
◦ Broadcast
◦ Out-of-home
◦ Online media
◦ Other traditional or alternative forms
 The advertiser controls the size and timing of the
message, but has no control over whether readers or
viewers will notice the ad.
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18.  Print media vehicles include:
◦ Newspapers
◦ Magazines
◦ Brochures
◦ Posters
◦ Outdoor boards
 Print provides more information, richer imagery, and
longer messages than other media forms.
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19. To reach a more digitally oriented
audience, USA Today redesigned its
online presence to reflect the
horizontal layout stylistics of a
website page that fits on a tablet,
such as the iPad.
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20.  Most U.S. adults read at least one magazine per month,
spending significant time with each issue.
 Color and quality of reproduction is their greatest strength.
Advertisers look at the audience, geographic coverage, demographics, and
editorial diversity of magazines as criteria for using them in a media plan.
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21.  Radio is close to being a universal medium.
 Virtually every U.S. household has at least one
radio.
 Radio is a $17 billion industry tightly targeted
based on special interests:
◦ Religion
◦ Spanish language
◦ Talk shows
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22. Categories of radio buys
 Network radio advertising
◦ Group of local affiliates connected to one or more national networks.
◦ Growth has contributed to increase in syndicated radio
 Spot radio advertising – both local and national
◦ 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.
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23. Dayparts
 Audiences are grouped by the time of day when they
are most likely to be listening.
 Typical dayparts:
◦ Morning drive time: 6–10 a.m.
◦ Midday: 10 a.m.–3 p.m.
◦ Evening drive time: 3–7 p.m.
◦ Evening: 7 p.m.–midnight
◦ Late night: midnight–6 a.m.
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24.  Describe the audience demographics and
psychographics
 Recommend 3 radio stations where you
would place the spot and the dayparts
 Recommend 2 add’l channels: Paid, Owned,
Earned
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