9.3 Selecting the Media
Print •Magazines•Newspapers
Television
•Commercials•Infomercials
Radio •Standard radio vs. satellite radio
Internet
•Search•Ads•Web Sites•You Tube
A medium: Carries a message to an audience
Types:
Reach Number of people who are exposed
Most media set their prices on the Number of people who are exposed
Frequency Number of times message will be seen or heard
Frequency And Reach Combine To Tell You: Number Of Times Message Was Seen Or HeardSelectivity Ability of the medium to focus on a
target marketMagazines and Internet good at this
Durability Length of time an advertisement lasts
Lead-time The amount of time required to create an ad
Mechanical Requirements Technical complexity of preparing the ads.Can affect costs
Clutter Competition for the audiences’ attention
Internal Clutter: Competition within the same area, or medium
External Clutter: Competition occurring in the real world while the audience is viewing/reading/listening
Costs Costs of preparation plus space/time Costs per thousands: cost to reach 1000 people.
Factors to determine a choice in Medium
The Internet Major types:1. web sites2. Search engines: Google3. ads on other sites4. Coupons5. e-mail advertising-with permission6. You tube videos7. Social networking sites
Web Sites www can be advertised in several waysa. yellow pagesb. other adsc. search engines
Search Engines Websites that return lists when prompted by people looking for specific information
Examples: 1. Google2. yahoo3. ask4. msn
How they work: Companies pay search engines to find them when people search using pre-determined terms
However If there are no competitors for your product or service, a well constructed site will be found by certain search engines such as Google.
Advantages (9.3) 1. selectivity2. inexpensive3. mechanical requirements4. durability5. frequency
Creative use of permission based e-mail That targets a customer database is the best way to reach interested consumers
http://www.youtube.com/watch?v=2Bb8P7dfjVw
9.4- Types of Media
http://www.youtube.com/watch?v=2Bb8P7dfjVw
Over 3 million views
You Tube and Commercials:
So-called video viral marketing has exploded over the past year, thanks to increased broadband capacity and sites like YouTube, which make it easy to upload and share videos online. Indeed, seven out of 10 Internet users have watched an online video, and 30 percent of those people have shared one with friends, usually via e-mail, according to a survey by the Online Publishers Association, a research group in New York City. “Sixty-six percent of the people who watch videos online have seen an ad clip. About one-third of those viewers visited the marketer's website, and 8 percent made a purchase.A lot of that is thanks to YouTube, the dominant player in a category that includes Google (NASDAQ:GOOG) Video and AOL (NYSE:TWX). Every day, people watch more than 100 million videos on YouTube and upload 65,000 new clips. Many videos are posted by amateurs playing around with camcorders in their backyards, but sprinkled in are Hollywood movie trailers--and clips created by companies eager to capitalize on the craze.Amid such clutter, it's easy to get lost. The funnier or more creative the spot, the better, Tornquist says.
Magazines Of the 8 factors listed in section 9.3, magazines rate very high on: 1. Selectivity, 2. durabilityOn the negative side3. Lead time4. costs5. clutter
5 main parts of good magazine ad
1. headline2. illustration3. body copy4. signature5. layout
Headline Largest type, less than 7 words
Illustrations should
Continue the thought stated in the headline
Body copy Not too much unless very well done
Signature Brand identification:1. logo2. slogan3. package4. brand name
Layout The structure of the ad
Selectivity is by far the biggest advantage of Magazine advertising. You are able to know what it’s readers are interested in.
Newspapers Excellent for: local advertisers
Newspapers offer a wide variety of
Ad sizes
Why is this good? Most advertisers can afford them
Other advantages(9.3) 1. lead time2. mechanical requirements
Disadvantages 1. durability2. Clutter
Online Versions Advertising packages now include rates for the newspaper’s website
Retail
vs.
Television is a very Versatile medium
Why? Local, regional, national and international
TV’s power comes In the ability to combine sight and sound
Television advertising is: 1. effective2. expensive
Why is it expensive? Production
Disadvantages (9.3) 1. cost2. selectivity3. clutter4. durability
AIDA 1. attract the consumer’s attention2. interest3. desire4. action
Radio is Everywhere
Radio has a good Local reach
Advantages(9.3) 1. Lead time2. mechanical requirements3. selectivity
Disadvantages 1. costs2. frequency3. durability4. clutter
Out-of-home 1. Billboards2. bus3. subway
Advantages (9.3) 1. Frequency2. reach3. clutter
Disadvantages 1. selectivity2. mechanical requirements3. cost
No CommercialsSatellite Radio
Direct to home often called:
Junk Mail
2 Types: 1. Targeted campaigns2. Aggregate campaigns
Targeted campaigns
Uses information to locate potential customers
Aggregate campaigns
Use local distribution companies or telemarketers to saturate an area
Advantages (9.3) 1. reach2. costs
Disadvantages 1. selectivity2. clutter
Specialty Advertising
Also known as premium and incentive marketing
Company puts brand identification on:
1. matchbooks2. golf caps3. shirts4. pens watches5. toys
Advantages (9.3)
1. durability2. selectivity3. mechanical
requirements4. costs
Disadvantages
1. lead time2. reach3. work?