2. Name tags and team tags out
Cell phones off
Campaign project –
Situation Analysis/Persona
Media Plan – Workshop coming up; how to prepare
Updated syllabus on BB
Exam
HOUSEKEEPING
3. Media’s different look and media’s not-so-different look, i.e.
traditional views and contemporary
The media landscape
Fundamentals of media strategy
TODAY WE’LL EXPLORE
4.
5.
6. A NEW SECTION.
A NEW CREATIVE?
Advertising
Practice in a
Diverse
Society
15. Technically, what do we mean by media?
Refers to the way – the mode that messages are delivered to
target audiences and increasingly, back to brands and among
other audience members
The bridge between the advertiser and the audience
The go-between step in the communications model
MEDIA, BY THE BOOK
17. THE MEDIA
LANDSCAPE
Up to 200
TV
channels in
some
markets
Print is still
a strong
and viable
category
There are
millions of
websites
Totally
new
media
forms
18. THE MEDIA
LANDSCAPE
Hundreds
of channels
in some
markets
Print is still
a strong
and viable
category
There are
millions of
websites
Totally
new
media
forms
Totally
new
media
forms
20. “Traditional”
Media
THE MEDIA
LANDSCAPE
Print Media
• Newspaper
• Magazine
• Outdoor
• Posters
• Inserts
Print provides more
information, richer
imagery, and longer, more
in-depth messages than
broadcast.
Often used to generate
cognitive responses.
More flexible, less
fleeting, more engaging
when targeted to special
interest audiences.
Print can engage senses
(sight, touch and smell).
22. “Traditional”
Media
THE MEDIA
LANDSCAPE
Newspaper
Primary function: news; so
useful for sales, events,
“newsy” advertising.
Local, mass media but can
target consumer groups.
Readership declining
especially among youth.
50% of Americans read the
newspaper daily.
Readers usually older with
higher income, education.
Can connect national
brands to a locale.
Use to announce
something new and target
local markets.
ABC, Simmons measures
circulation and readership
24. “Traditional”
Media
THE MEDIA
LANDSCAPE
Magazine
Over 90% of all US adults read
one magazine a month and
spend 44 minutes an issue.
Targeted content and quality
of reproduction is greatest
asset.
Consumer and business
choices: general, biz, vertical
biz, women’s, men’s, shelter.
Use magazines to target
people with special interests.
Controlled
circulation, uncontrolled.
Consider reader
profile, geography, editorial.
SRDS, ABC, MRI, Simmons, S
tarch, Gallup
26. “Traditional”
Media
THE MEDIA
LANDSCAPE
Outdoor
Billboards, balloons, buses,
shelters, kiosks, airport
displays, on-premise signs.
Situational: can target
specific people at a specific
place, or at a time when
they’re most interested.
Use as reminder
advertising, new product
introduction, leverage or
counter a routine.
Use outdoor to target
audiences on the move and
to provide directional
information.
Outdoor effective for
“shock value” and high
impact – the “big stage”
effect.
28. “Traditional”
Media
THE MEDIA
LANDSCAPE
Broadcast
• Radio
• TV/video
• Movie
Ads typically bought in
units of time.
Utilizes sight, sound, and
motion.
Entertaining and
informative.
Uses emotion to elicit
feelings and repetition to
intensify memory.
30. “Traditional”
Media
THE MEDIA
LANDSCAPE
Radio
More than 10,000 stations
mostly serving local
markets:
AM, FM, public, cable, satelli
te, web; every household
has a radio.
Tightly targeted based on
geos and special interest:
news, religion, talk, ethnic,
music genres.
Radio engages the
imagination, i.e. drama via
“theater of the mind”; more
personal.
Often an “in-transit”
medium.
Daypart strategy; audiences
by time of day so timing
critical.
Delivers high frequency
through repetition, reminder
capabilities; inexpensive.
32. “Traditional”
Media
THE MEDIA
LANDSCAPE
Television
Reach!..98% of US homes
have one or more sets;
network, local, cable, pay.
Heavy use by younger
demo.
Effectiveness determined
by program viewership.
Highly visual
(HDTV, 3D), innovation via
DVR, interactive; impactful.
Good when action and
movement needed.
Nielsen measures local and
national audiences; HUT
measures exposure.
Tells stories, engages
emotions, creates
fantasies, demos how
things work or how-to.
Brings brand images to life
and adds personality.
Issues: clutter, waste, zip
and zap, irritation.
34. Emerging, digit
al media
THE MEDIA
LANDSCAPE
Digital and interactive
Internet, websites, E-
mail, banner, display, video, search, soci
al.
URLs, portals, search
engines, netcasting, broadband.
E-commerce, information, social, WOM;
learning and buying in one.
Access to millions of
sites, fast, choice, data, exchange of
data, youth market.
Ultimate niche medium, high selectivity
for info and entertainment. Great
versatility in ad formats.
Brand reminder to visitors, informational
and persuasive, drives traffic, default
information provider, enables
interactivity with
brands, people, institutions.
Motion, audio, low cost;
widgets, apps, superstitials, microsites.
Easy to track and measure, reaches
people off TV/not reading, can
customize/personalize messages, small
36. Emerging, digit
al media
THE MEDIA
LANDSCAPE
Websites
News, advertising, entertainme
nt; a mashup medium.
Big variety of advertising
formats.
Selectivity by content, by
behavior on site and search
history; choice of content
delivery, i.e. static, motion
Consumers seek them out; can
tune in or out.
Expenses can be controlled.
Fueled by search and offline
advertising and promo.
38. Emerging, digit
al media
THE MEDIA
LANDSCAPE
E-mail
Can be very inexpensive and
intrusive!
Can be highly targeted, but e-
mail addresses can be difficult
and expensive to get.
“House” or customer lists often
built over time and can be a
rich source of repeat business.
Can use for loyalty and reward
programs.
40. Emerging, digit
al media
THE MEDIA
LANDSCAPE
Social media
Linked social sites, online
communities and
groups, blogs, micro-blogs, chat
rooms.
Builds relationships with
customers and who they know.
Can promote brands, incite
engagement.
Common interests can enable
high levels of targeting and
prospecting.
Vector to younger markets.
Information, opinion, experience,
video, preference sharing.
Conversations and WOM.
44. FUNDAMENTALS
OF MEDIA
STRATEGY
Strategic Media Concepts
Mix: The way various types of media are
strategically combined to create a certain kind of impact.
Platforms: Multichannel and opportunities like:
print, broadcast, social media, branded
entertainment, video games and guerilla.
Targets/audiences: Media planners match the target
audience with the audience of a particular medium.
Timing: The best time (day, week, months, season, year)
to reach the target audience.
46. A key goal of
the media plan
is to reach as
many people in
the target
audience as
often as the
budget allows.
REACH AND
FREQUENCY
Reach is the percentage of the media audience
exposed at least once to the advertiser’s message
during a specific timeframe.
Frequency is the number of times a person is
exposed to an advertisement.
Generally accepted: you must see/hear an ad
at least three times before it can make an impact.
47. EXPOSURE =
POTENTIAL
How many people have the potential
to see, hear or engage in your message.
Remember – you are buying access to
audiences…eyes, ears and minds.
49. CIRCULATION
AND GROSS
IMPRESSIONS
The total number of copies of a magazine,
newspaper, etc. sold. In broadcast, this would be total
audience or total viewers or listeners.
Gross impressions is the ESTIMATE of total
impressions across a publication’s total circulation.
That includes pass-along readership or number of
people in a household.
50. RATINGS AND
SHARE
Ratings is a percentage representing how many
households a given program reaches compared to total
households. A 20 rating equals 20% of all US households.
Share is share of real audience, or the percent
of viewers based on the number of TVs or
radios turned on. A 10 share means that
a given show reaches 10% of all TVs or
radios turned on at a given time.
51. RATINGS AND
SHARE
Remember rating and share by “10 fingers”
What does it mean if a TV show has a
20 rating?
What does it mean if a TV show has a
40 share?
53. The Media Plan
Media placement is often the largest single cost item in the marketing
communications budget, Especially for consumer goods and services.
The goal of media planning is to maximize impact while minimizing cost.
FUNDAMENTALS
OF MEDIA
STRATEGY
57. Media is critically important because it is the link between the
advertiser and the consumer. And, it carries the message.
Media planning consists of research, analysis, number
crunching and intuition.
Reach and frequency are the most fundamental planning
considerations
Media has been called the new creative because of expanding
consciousness, options and flexibility
KEY TAKEAWAYS
59. Read Chapter 11 and 13 in the text
Read headlines www.adage.com
Prepare for your media workshop
Optional homework – worth two extra points in your bank
Choose one media platform/channel (e.g.
TV, radio, mobile, internet/websites, print, etc.) and analyze
(e.g. strengths and weaknesses) it according to the “Five-
pointed star”
Not more than one page
BE PREPARED
60.
61. A one-month media schedule consists of the following:
One magazine with a total circulation of 1,000
Three TV programs reach households of 1,000 each
A highway billboard with 5,000 vehicle pass-bys
A radio program with 1,000 listeners
How many exposures in this media plan?
10,000
SOLVE THIS:
62. A two-month (8 week) media schedule consists of the following:
One monthly magazine with a total circulation of 1,000 and a
pass-along of .5
One TV program/week reaching 1,000 households, each with
an average of 2.3 people/household
A highway billboard with 5,000 vehicle pass-bys/month, each
vehicle having an average of 1.8 people
A radio program with 1,000 listeners per week
How many gross impressions in this media plan?
47,400
SOLVE THIS:
Notas del editor
So, where would the Chick fil A cows be without billboards? In the advertising communications model, the channel carries the message from the advertiser to the target audience. Without the channel, there is no message delivery. So now we’ll begin a study of media – the message pipeline.First a little housekeeping.
First, some help from him.Any body know this guy? Well, he has something to tell us about media.
Discuss – the age of the AM jock. What that environment was like. Is there a parallel today?Media is changing. Many people see certain media categories as old and out dated. There are many new consumer media use patterns. Do any come to mind?In addition, our text references the change in media in terms of how media is used in a integrated marketing communications model and the channels-to-contact points. We’ll dive deeper into this in our next class on media. What’s most important here is not whether media is old or new. The important this is the change in how we look at media today.
Three sections so far: Advertising, its role and its workings…strategy, planning… and creative.Now we’ll explore another section, Media. Today we’ll look at media basics and topline traditional media and digital mediaNext we’ll cover media planning and bring in an expert media planner and buyer to do a workshop that will help you with the media part of your campaign project.So in the context of media do you think I mean by “A New Creative?”Far more media options now….digital properties, two-way conversations and interactive, IMC creating more opportunities to use media in different ways
A new way to use transit. And outdoor as a media category.
A tee shirt becomes a new medium
A wall becomes a new, creative billboard for a martial arts school.
A shelter becomes a vending machine…for what?
Oh, this explains it!Media is becoming far more integrated with the creative process. Instead of media being just a passive channel, a featureless conduit for the creative message, media is now becoming active in the delivery of the message.Today we have the opportunity to use media in ways the industry has never done before.
And, today, we look at media categories differently. It’s not just the platforms of TV, magazines and online, it’s this:Ask class to define
Discuss all threeKeeping this in mind, let’s look at media’s more formal definition.
You’ll remember this figure from the book.
The print era – ink and print images reproduced as newspapers, magazines and postersThe broadcast era – visual and audio information in the form of radio and tv programsThe digital era – electronic information transmitted through the internet, cable and satellitePrinciple: every technological advance has threatened older media, and every new medium is launched in the footprints of its predecessor media.A more serious shift is occurring now as computers and the internet personalize media.
So, what’s the media landscape look like today?Television: network, cable, syndicated, local and Hispanic and other emerging special interest channelsRadio: network, national, local and satellite Newspapers and magazines: consumer, B2B, Sunday, local, ethnic magazines; national, local and ethnic newspapersAnd hundreds of new media forms unavailable just 20 years ago, like game advertising, products placements and branded entertainment (another example of owned media)Let’s take a look now at this big and broad media landscape.
So, what’s the media landscape look like today?Television: network, cable, syndicated, local and Hispanic and other emerging special interest channelsRadio: network, national, local and satellite Newspapers and magazines: consumer, B2B, Sunday, local, ethnic magazines; national, local and ethnic newspapersAnd hundreds of new media forms unavailable just 20 years ago, like game advertising, products placements and branded entertainment (another example of owned media)Let’s take a look now at this big and broad media landscape.
We’ll start with traditional media – print, broadcast and outdoor.So… What are the advantages of print?
We’ll start with traditional media – print, broadcast and outdoor.So… What are the advantages of print?
What do you think is special about Newspapers?Remember, often people read newspapers for the ads, e.g. retail ads of the week for groceries, wine, activities and events. And of course there are all those coupon clippers.
Newspapers serve a very important function in the media space.What’s happening to newspapers today?
What makes magazines special? When would you use magazines?
Magazines can provide very targeted exposure. There is a magazine for everything.
Let’s define outdoor beyond the billboard. What else falls into the outdoor or out of home category?
Why would you use outdoor over other media or in combination.
Let’s stay with traditional media but switch to broadcast like radio, TV, movie and video.What do you think are the characteristics of broadcast overall?
Let’s stay with traditional media but switch to broadcast like radio, TV, movie and video.What do you think are the characteristics of broadcast overall?
So, radio. Do you know her? Cora Thomas, Gospel. What does this suggest to us about the efficacy of radio as a medium?
So, radio. Do you know her? Cora Thomas, Gospel. What does this suggest to us about the efficacy of radio as a medium?
Now, television. Some people have said that TV is the most powerful medium on the planet. Why? And do you agree?Any questions about “traditional” media.Now on to digital.
What is the draw of TV for a brand and a media buyer?Any questions about “traditional” media.Now on to digital.
Now let’s examine where it’s going and growing – digital and interactive.Look at all the ways digital plays out as a medium.Why do you think this category of media options is growing?
Why are websites and “owned” media attractive to advertisers?
Why are websites and “owned” media attractive to advertisers?And in the BtoB space, manufacturer or brand websites are the go-to source for product and application information.
Why do you think email is effective – or not!
Why do you think email is effective – or not!
And the real growth area, and perhaps the most confusing? Why confusing? (Metrics, effectiveness. Facebook’s stock has been on a roller coaster)
Why should we consider social media?
Publishers/owners create the medium or media. They develop the concept or idea for the medium, build a circulation or listenership and develop a business model that offers advertisers a way to access their audience for a price. Who’s this guy and what did he do?In the late 1970s he conceived the idea for an all-news network. CNN first aired in 1980. In 1985, he bought MGM. In the 1990s he launched the Cartoon Network, TNT and TCM. In 1996, he sold Turner Broadcasting to Time Warner for $7.5 billion dollars and stayed on to run the company’s cable networks. In 2001, Time Warner merged with AOL.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.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.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.
These three categories encompass the fundamentals. In just these three areas we will understand the essence of media, media buying and its importance.
This part of our discussion will help you plan for the media part of your campaign project. Between what we cover now and your text, you’ll get the essence of how media professional analyze, evaluate, select and buy media.
The goal of the media plan is to reach as many people in the target audience as often as the budget allows.Reach is the percentage of the media audience exposed at least once to the advertiser’s message during a specific timeframe. Example: a Super Bowl spot will reach some 501,000 US households or 1,298,367 people.Frequency is the number of times a person is exposed to an advertisements. You must see/hear an ad three times for it to make an impact.
All about the eyeballs.Expressed usually in numbers…thousands and millions typically. How many people have the potential or the opportunity to see, hear or engage in your message.What do you think the exposure potential would be for a billboard on the 405 freeway in LA? Exposure doesn’t equate to readership or viewership. Just because the TV is on doesn’t mean anyone is paying attention to it.
One person’s opportunity to be exposed one time to an ad in a specific vehicle. Impressions is a number usually expressed in thousands and millions, even billions. If one 30 second TV spot offers 1,000,000 impressions. How many impressions does 2 30 second spots offer? 2,000,000. Impressions are a function of readership and viewership but impressions only represent opportunities, not a guaranteed audience for your message.Example: online display – pay for impressions but that doesn’t mean people will see the ad or read it.
The total number of copies of a magazine, newspaper, etc. sold. In broadcast, this would be total audience or total viewers or listeners.Gross impressions is the ESTIMATION of total impressions across a publication’s total circulation. That includes pass-along readership.So if a newspaper offers one issue impressions of 1,000,000 readers and has a pass-along readership of .5, what are the gross impressions? 1.5 million.
You will hear these terms a lot in media…mostly broadcast media. Ratings and share.Ratings. Anybody know what a 20 rating is?CLICK – a measure that converts gross impressions to a percentage of households. It’s shorthand for big gross impression numbers. Share. Who knows what a 10 share is? The percent of views based on the number of sets turned on. Any questions on impressions, gross impressions, circulation, pass-along, ratings and share?
You will hear these terms a lot in media…mostly broadcast media. Ratings and share.Ratings. Anybody know what a 20 rating is?CLICK – a measure that converts gross impressions to a percentage of households. It’s shorthand for big gross impression numbers. Share. Who knows what a 10 share is? The percent of views based on the number of sets turned on. Any questions on impressions, gross impressions, circulation, pass-along, ratings and share?
IntrusivenessThe 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.
Media is a critically important facet of advertising and not just for the obvious reasons.The goal of media planning is to maximize impact while minimizing costs. Ultimately, all decision making comes together in a media plan. Like this.
Look at what goes into a media plan. This one cost $40,000 to prepare and consists of many steps.
To my mind, there is a major change in how we want media and message. I use a five-pointed star as the model.Relevance – discussthe message and media need to be relevant to me and my interests. I don’t have a lot of time for things that don’t relate to me and what I’m doing.Authenticity – discussI want to be able to trust what I see and here. I value truth and reliability. I don’t want to be fooled.Experiential – discussI don’t want just information and data. I want an experience. This is one reason why games have become a popular medium. But, it’s not just playing a game, it’s the way we can get involved with a brand through interactivity and conversation that creates memorable brand experiences.Access – discussToday we want our information and interactions the way we want it. We want to be able to access what we want at home, at school,in the office and on the fly. Personal – discussWe want our content delivered the way we want it and tuned to our interests. The more personal it is the more valuable it is and the more I’ll trust it, rely on it and, yes, buy it.
Media isn’t about TV spots, online video, print ads and website banners. It’s about connecting brands to buyers, pure and simple.