Media Characteristics

1
Chapter 11
Media Characteristics

• Key Points
• What are media and how are they classified?
• What are the important characteristics of print
  media?
• What do media planners need to know about
  broadcast media?
• Why are out-of-home media useful in a media plan?

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What is the media?
3
Print Media

• Newspapers
• Magazines
• Directories
• Direct Mail
• Brochures (Collateral Material)
• Packaging

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Magazines
5
Sample Print Costs

• USA Today - ½ page ad 61K
• Wall Street Journal - ½ page ad 110K
• Business Week - full page 100K
• Golf Magazine - full page 95K
• Field and Stream - full page 120K
• Road and Track - full page 100K
• Fortune - full page 77K
• Forbes - full page 83K
• Sports Illustrated - full page 97K
• Food Wine - full page 58K

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Top 10 Canadian publications

• Magazine Paid Subscriptions
• 1. Reader's Digest 923,162
• 2. Chatelaine 645,044
• 3. Canadian Living 527,694
• 4. Maclean's 382,890
• 5. TV Guide 304,822
• Source Audit Bureau of Circulations July 2006

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Broadcast

• Two major types of broadcast media
• Television
• Radio

8
Broadcast Audience Measurement
Ratings points 1 rating point 1 of a
communication vehicles coverage area exposed to
a broadcast program Example Super Bowl 40
national rating means 40 of all U.S. households
were tuned in
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Audience Measurement

• Broadcast media measured in terms of rating
  points
• Ratings based on a communication vehicles
  coverage area in terms of geography and target
  profile
• Ratings only a measure of households with a TV or
  radio on and tuned to a certain program NOT the
  number of people paying attention to commercials

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Methodology

• Nielsen Box (Peoplemeters)
• electronic box on TV set
• red green lights corresponding to members of
  family
• people log in when watching to activate their
  light
• station being watched is recorded
• data downloaded via telephone lines at night

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Problems

• Miss out of home viewers (e.g. Sportsbars)
• Doesnt measure taped shows
• People forget to activate/de-activate lights
• Zapping Surfing

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Problems

• High attrition rate
• Memory bias
• Social acceptance bias

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Radio
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Radio Dayparts Listeners
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Television
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Out of Home (OOH)
Communication vehicles that the target audience
sees or uses away from home
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Outdoor

• Billboards
• Transit Ads
• Prices quoted as showings
• e.g 50 showing 50 of the markets
  population is exposed per day

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Cinema and Video

• Movie Trailers
• Theatre Kiosks, Lobby Signs
• Video Rental Messages
• Airline in-flight

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Chapter 12
Internet and Interactivity

• Key Points
• What are the important aspects of interactivity
  in IMC?
• In what ways has the internet affected MC
  efforts?
• How can a company integrate the internet into
  building brands and customer relationships?
• What are the key customer concerns about online
  marketing?

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Internet Media
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Online Advertising
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Online Ad Types

• Banner Static ad vertical format called
  skyscrapers
• Interstitial Pop ups that appear in a separate
  frame on the screen page
• Pop-ups and Pop-unders when viewers open or
  close a page or a site

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Online Ad Costs
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Online ad response
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Inter_at_ctive Teens
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Online Marketing Concerns

• 80 of consumers object to selling personal data
• 52 think tracking on-line activity is privacy
  invasion
• 56 dont know how cookies work

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Chapter 13
Advertising and IMC Media Planning

• Key Points
• What are the steps in media planning?
• What is the difference between reach and
  frequency?
• How do you determine a media mix?
• What role does cost play in selecting media?
• What are the factors involved in scheduling
  media buys?

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Media Planning

• Key maximize impact, minimize cost
• Goal Get the Right message to the Right person
  at the Right time.
• Media often the largest budget item

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Media Planning Process
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Media Planners

• Perform four basic functions
• Conduct media research
• Determine media objectives and strategies
• Determine the media mix
• Do the actual media buy

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Your Media Diary?

• What did you find?
• Differences between your media habits and your
  parents? Grandparents?

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Media Objectives

• Reach
• Frequency (to be effective 3-10 exposures)
• Impact

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Effective Frequency

• The level of frequency will vary with

• The offer its complexity
• Attention value of the medium itself
• Attention-getting (creative) power of the message
  itself
• Target audiences involvement
• MC objectives inform, remind, persuade
• of competitive brand messages

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Media Scheduling
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Gross Impressions

• Variable Reach Freq Continuity Impressions
• Plan A 500,000 4 6 weeks 12,000,000
• Plan B 250,000 8 6 weeks 12,000,000
• Plan C 125,000 8 12 weeks 12,000,000

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Media Objectives

• Reach
• Frequency (to be effective 3-10 exposures)
• Impact
• GRPs

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GRP calculation
Gross Rating Points (GRPs) Reach x Frequency
Print example 50 reach X 5 insertions 250 GRPs
Broadcast example 6 (rating) X 5 (frequency) 30
GRPs
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Media Objectives

• Also need to consider media environment
• or image of the media vehicle
• Important to consider compatibility between a
  media vehicles image and the brands image

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Media Costs
CPM
Radio A Radio B
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Comparing Media Costs

• Magazine Cost (1p,4c) Circulation (000)
  CPM
• ROB 18,800 363.7 51.69
• NtlPostBus 15,910 311.3 51.10
• CdnBus 14,000 80.5 173.91
• Newspaper Cost (1000 lines) Circulation(000)
  CPM
• GlobeMail 27,400 363.7 75.33
• NtlPost 15,280 311.3 49.08
• TO Star 15,900 454.8 34.96
• Rates from CARD

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Media Costs

• Variables also include
• Size of audience
• Quality of audience
• Quality of the media vehicle
• Level of attention and impact
• Free media

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Key issues in media planning

• 1. Audience Characteristics
• - media habits?
• 2. Market Coverage desired
• - national? Regional? Local?
• - primary vs. secondary markets

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Key issues in media planning

• 3. Timing
• - seasonality
• - dayparts
• 4. Competition
• - counter or avoid competition?
• - match weight?

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Key issues in media planning

• 5. Budget
• - what is affordable?
• 6. Campaign/Message Objectives
• - persuasion needs more exposures
• 7. Media Weighting
• - 68 of media planners use judgmental weighting