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The Media Mix

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Chapter Objectives

1. What is the media mix?

2. How are media types classified? What are the advantages and disadvantages of each?

3. How do marketers choose media types to execute a marketing plan?

4. How do marketers adjust media plans to improve performance?

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Objective 1

What is the media mix?

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The Media Mix is the selection of

media used for an advertising campaign

as well as the budget

allocated to each

medium.

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Media Mix

Strategy

What Message?

To whom?

How?

Where?

When?

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Media Mix

TV

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Media Mix

3,000Hours spent consuming

some type of media

1,500Hours watching TV

900Hours listening

to the radio

200Hours on

the Internet275 Hours

reading

80Hours playing

video games

Source: FoxNews.com

PLANTING

SEEDS

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Mobile Advertising

56% of consumers surveyed would accept ads sent to their cell phone for a 25%-50% reduction in the monthly wireless bill.

Source: Transverse

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Objective 2

How are media types classified? What are

the advantages and disadvantages of each?

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A Media Type (or media vehicle) is

a form of media used for marketing

communications, including types such

as broadcast, print, interactive, branded

entertainment, and social

networks.

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Media Types

Broadcast:

TV, Cable, Radio

Print:

Newspaper,

Magazine,

Direct Mail

Out of Home: Billboards, Posters

Interactive:

E-mail,

Banner Ads

Buy

Here!

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Media Types

Media

Efficiency

Clutter

Impact

Engagement

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Cost Per Thousand (CPM)

Cost per Thousand

(CPM)

Advertising Cost

(Impressions Generated/1,000)

$4,000

(120,000/1,000)

$4,000

120

$33.33

An advertisement costs $4,000 and generates 120,000 impressions. What is the CPM?

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Broadcast

CBS FOX

Network Television

USA ESPN

NBCABC

Cable Television

Radio

High Reach

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Print

Circulation

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Out of Home

Outdoor boards

Posters

Transit

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Interactive

Buy

Here!

Mobile Advertising

Banner Ads

Internet Search

Classified (Craig’s List)

Gaming

User-generated

FacebookMySpace

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Branded Entertainment

The integration of

brands or brand

messages into

entertainment media.

Also known as Product Placement

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Personal Selling

Direct Marketing

Personal Selling

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Objective 3

How do marketers choose media types of

execute a marketing plan?

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Media Selection refers to the

process of choosing which media types

to use, when, where, and for what

duration in order

to execute a media

plan.

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Media Selection Process

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Media Planning

Frequency ReachGross Rating

Point

Media Planner

Media Flowchart

PLANTING

SEEDS

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Media Flowchart

J F M A M J J A S O N D

Network TV

CSI Miami

Big Bang Theory

Cable TV

ESPN

Discovery

Magazines

Men’s Health

GQ

Internet

Google

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Media Buying

Media Buyer

Rate Cards

Ad Trafficking

Rates for 2010

Safari

TimesUpfront Market

Scatter Buys

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Objective 4

How do marketers adjust media plans to

improve performance?

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Media Optimization is the

adjustment of media plans to

maximize their performance.

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Media Optimization

Advertising Results

Media Audit

Guarantee AdsMake-good ads

Guarantee ads

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Media Optimization

Print

Radio

TV

Outdoor

Print

Radio

Outdoor

TV

Internet

Mobile

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Visual Summary