Media Selection in Advertising

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Media Selection in Advertising

• Chapter 8

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What kinds of ads get your attention? Are they
found in traditional media like television or
unusual places?Where is the most unique or
oddest place that you have seen an ad?
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Media Planning

• Focus on consumer behavior
• Create plans that reflect purchase process
  (Chapter 3)
• Influence consumer in the marketplace

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Components of a Media Plan

• Marketing analysis
• Advertising analysis
• Media strategy
• Media schedule
• Justification and summary

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Factors that have changed the role of Media

• IMC more than just mass advertising now
• Cost factors
• Globalization
• Complexity of the media function
• Profitability

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F I G U R E 8 . 5
Developing Logical Combinations of Media
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Media Selection Factors

• Organizational Objectives
• Target market(s)
• Costs
• Message Theme
• Constraints
• Product/Service considerations

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Media Selection Factors

• Advertising Objectives
• Reach
• Frequency/OTS
• Gross Rating Points Reach X OTS
• Cost per Thousand (CPM) Cost/Total audience X
  1000
• Cost per rating point (CPRP) Cost of
  media/rating
• Gross impressions audiences total exposure to a
  communication
• Continuity exposure schedule/pattern used in
  the campaign

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Table 8.1
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Ad Campaign Continuity

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

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Flighting Campaign

• Advantages
• Cost efficiency of advertising, only used during
  purchase cycles
• Allows for more than one medium or vehicle on
  limited budgets
• Disadvantages
• Lack of awareness, interest, retention or
  promotional message during non-scheduled times
  could lead to decay

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Pulsating Campaign

• Advantages
• Same as the two previous methods
• Disadvantage
• Not required for seasonal products, or other
  cyclical products

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Selecting Media

• Television
• Radio
• Transit
• Billboard
• Internet
• Magazines
• Newspapers
• Direct Mail
• Alternate media

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Alternative Media

• Leaflets, brochures, and carry-home menus
• Ads on carry-home bags
• Ads on clothing and caps
• Ads on movie trailers (theater and rentals)
• Yellow pages
• Ads sent by fax
• Video replay and signage at sporting events
• Ads on walls in airports, subways, etc.
• Guerrilla marketing
• Product placements

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This ad for a portable e-mail device is aimed at
busy travelers looking for convenience.
http//www.billboardinfo.com
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How Important Is Advertising to Magazines?
The chart below shows the top five magazines and
the percentage of their revenues generated by
advertising, subscriptions and newsstand sales
Source Http//www.adage.com (1999 figures)
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Media Mix - United States
Source 100 Leading National Advertisers,
Advertising Age (June 29, 2004), pp. 1-5.
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Achieving Advertising Objectives

• 1. Three-exposure hypothesis
• Intrusion value
• Takes a minimum of three exposures for an ad to
  be effective
• Effective frequency number of times that one
  must be exposed to message to achieve its
  objective
• Effective reach - of target market that must
  be exposed to ad to achieve its objective

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Achieving Advertising Objectives

• 2. Recency theory
• Effective the closer to a purchase
• States that consumers use selective retention
  when they consider ads.
• Advertising is a waste of money when intended
  market is not reached