Capítulo 8 Clow y Baack

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

8-1

8 Chapter Eight

Traditional Media

Channels


8-2

Media? • On the average, how much time per

week do you spend with the following media? • Television

• Radio

• Magazines

• Newspapers

• Outdoor (billboards, bus signs, etc.)

• In which media do you pay the most attention to advertisements?

• What differences do you see between your media habits and those of your parents?

8


8-3

M&M’s

• Spanish Civil War – Spain

• United States – 1941

• Television advertising

• Print advertising

• Popularity of M&M characters

• September 11, 2001 package

• Charitable causes • Special Olympics

• Susan G. Komen Breast Cancer

8

“Melts in your mouth, not in your hand.”

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 8-4

Chapter Overview

• Nature of media strategy

• Media planning

• Media buying

• Media choices

• B-to-B and international media selection

Advertising Media

Selection 8


Media Strategy

Process of

analyzing and choosing media

for an

advertising and promotional

campaign.


• A favorite wake-up radio station or one that is listened to during

the commute to work.

• A favorite morning news show or newspaper.

• Trade or business journals that are examined while at work.

• A radio station that is played during office hours at work.

• Favorite computer sites that are accessed during work.

• Favorite magazines that are read during the evening hours.

• Favorite television shows that are watched during the evening

hours.

• Internet sites that are accessed during leisurely hours.

• Shopping, dining, and entertainment venues that are frequented.

F I G U R E 8 . 2

Examples of Times Workers Are Exposed to Advertisements


F I G U R E 8 . 3

Components of a Media Plan

• Marketing analysis

• Advertising analysis

• Media strategy

• Media schedule

• Justification and summary


People Involved in Media Selection

Media Buyer

Media Planner

Client

Account

Executive Creative


Media Planning and Buying

at

Strawberry Frog Advertising Agency

Click to play clip from

Strawberry Frog: Inside

an Advertising Agency

VIDEO

stawberry_8_9_media buying.mov


Media Planning

• Focus on consumer behavior

• Create plans that reflect

purchase process

• Influence consumer in the

marketplace


Media Planner

Target

Market

Media

Audience

Characteristics

Media

Audience

Characteristics


Media

Planner

An advertisement by

New Balance placed

in Runner’s World

magazine by the

media planner.


Factors in Effective

Media Purchases

• Quality of media choices.

• Creativity in developing the media plan.

• Financial stewardship.

• Agency culture and track record.

• Good data analysis.

• Relationship between media buyer and sales representatives.


Media Terms • Spot ads

• Reach

• Frequency

• Opportunity to see (OTS)

• Gross rating points

• Cost per thousand (CPM)

• Cost per rating point (CPRP)R

• Ratings

• Continuity (continuous, pulsating, discontinuous)

• Gross impressions


Table 8.1

MagazineCost for 4-color fullpage ad

Totalreadership

(000's)

CPMTotal

Target Market (20M)

Rating(Reach)

Cost per RatingPoint (CPRP)

National Geographic $346,080 21,051 $16.44 16.1 $21,496

Newsweek $780,180 15,594 $50.03 12.2 $63,949

People $605,880 21,824 $27.76 9.4 $64,455

Southern Living $11,370 5,733 $1.98 2.4 $4,738

Sports Illustrated $965,940 13,583 $71.11 10.5 $91,994

Time $1,324,282 21,468 $61.69 15.9 $83,288

Travel & Leisure $183,216 2,205 $83.09 2.3 $79,659

U.S. News $100,740 8,929 $11.28 8.3 $12,137


Achieving Advertising Objectives

• Intrusion value

• Clutter

• Effective frequency and Effective reach

• Objective

• Increase brand recognition – visual important

• Increase brand recall – frequency important

• Size, placement, length of ad

• Number of media used

Three-Exposure Hypothesis


Achieving Advertising Objectives

• Attention is selective and focused

• Impact dissipates over time

• Maximize exposure

• Run ads over longer period of time

• Place ads in multiple outlets

• Business-to-business

Recency Theory


Media Selection Percentage who indicated they were “very attentive” to

brand messages by various media

• Word-of-mouth 63%

• Sampling 45%

• In-store 32%

• Mass media 27% • TV, Radio, Newspapers, Magazines, Outdoor

• Sponsorship 23%

• Alternative media 18% • Viral, guerrilla, etc.

• Public relations 15%

• Online 10%

• Direct mail 7%

Source: David Kaplan, “Study: Masses Still Tuned in to Mass Media,” Adweek, Vol. 44, No. 42

(October 27, 2003), p. 12.


Television

Table 9.2

T A B L E 8 . 2

Television

Advantages

1. High reach

2. High frequency potential

3. Low cost per contact

4. Quality creative

opportunities

5. High intrusion value

6. Segmentation possibilities

through cable outlets

Disadvantages

1. Greater clutter

2. Channel surfing during

commercials

3. Short amount of copy

4. High cost per ad

5. Low recall due to clutter


Nielsen Ratings market ain households ofnumber total

program a to turnedhousehold ofnumber Rating

2.16000,700,109

17,800,000Rating

25000,000,71

000,800,17

on n turned televisioa with households ofnumber

to tunedhouseholds ofnumber Share

Survivor

In the United States, the total number of households

with television sets is approximately 109.7 million. To

calculate the rating of an episode of American Idol, if

the number of households tuned to the season finale

was 17.8 million, then the rating would be:

Next, if the advertiser were interested in the percentage

of households that actually were watching television at

that hour, the program’s share could be calculated. If 71

million of the 109.7 million households had a television

turned on during the hour in which American Idol aired,

the share would be:


• American Idol $658,333 16.2

• Survivor $412,833 10.8

• CSI: Miami $374,231 10.0

• Everybody Loves Raymond $315, 850 9.8

• Two and a Half Men $249,017 9.6

• Law and Order $227,500 8.3

Sources: “Average Price of a 30-second Ad for Fall 2004,” The Futon Critic,

Http://www.thefutoncritic.com, March 29, 2005; “Nielsen Media Research Top 20,”

Http://tv.yahoo.com/nielsen, March 29, 2005.

TV Show Cost

30 Second Ad Nielsen

Rating

Cost of a 30-scond Ad and Nielsen Rating

http://www.thefutoncritic.com/

http://tv.yahoo.com/nielsen


Television Advertising

A locally produced

advertisement for Matt’s

Music Store.

Click here to play ad.

final willie and singer.wmv


T A B L E 8 . 3

Radio

Advantages

1. Lower cost per spot than television

2. Low production cost

3. Music can match station’s programming

4. High segmentation potential

5. Flexibility in making new ads

6. Able to modify ads to fit local conditions

7. Intimacy (with DJs and radio

personalities)

8. Creative opportunities with music and

other sounds

9. Mobile: people carry radios everywhere

Disadvantages

1. Short exposure time

2. Low attention

3. Few chances to reach

national audience

4. Target duplication when

several stations use

same format


Radio Advertising

An advertisement by

Haik Humble Eye Center.

Click on speaker to play ad.


T A B L E 8 . 4

Outdoor

Advantages

1. Large, spectacular ads possible

2. Able to select geographic areas

3. Accessible for local ads

4. Low cost per impression

5. Broad reach

6. High frequency on major commute

routes

Disadvantages

1. Legal limitations

2. Short exposure time

3. Brief messages

4. Little segmentation

possible

5. Cluttered travel routes


$203.4

$128.6

$112.9

$111.6

$99.8

$99.8

$94.5

$94.5

$53.8

$0.0 $50.0 $100.0 $150.0 $200.0 $250.0

Local services, amusements

Public trans., hotels, resorts

Retail

Media and advertising

Restuarants

Financial

Auto dealers & services

Insurance and real estate

Beer and wine

1st Quarter 2004 (Millions)

Source: Deborah L. Vence, “Outdoor Ads Leverage New Technology,” Marketing News, Vol. 38, No. 15 (September 15, 2004), pp. 11-13.

F I G U R E 8 . 7

Expenditures on Outdoor Advertising


Dennis Carter discusses

how billboard advertising

was used to encourage

existing customers to

move to a newer Intel

product. Customers had

been reluctant to move

from their familiar 286

processor to the new 386

processor.

Click picture to play video.

Outdoor Advertising


This ad for a portable e-mail device is aimed at

busy travelers looking for convenience.

http://www.billboardinfo.com

http://www.billboardinfo.com/


http://www.jessicamcclintock.com

http://www.jessicamcclintock.com/

http://www.jessicamcclintock.com/


T A B L E 8 . 5

Magazines

Advantages

1. High market segmentation

2. Targeted audience interest by

magazine

3. High color quality

4. Long life

5. Direct response techniques

6. Read during leisure time

7. Longer attention to ads

Disadvantages

1. Long lead time for ads

2. Little flexibility

3. High cost

4. High level of clutter

5. Declining readership


T A B L E 8 . 6

Newspapers

Advantages

1. Priority for local ads

2. Coupons and special-response

features

3. High credibility

4. Strong audience interest

5. Longer copy/message possible

6. High flexibility

7. Cumulative volume discounts

Disadvantages

1. Major clutter

2. Short life span

3. Poor quality reproduction

4. Limited audience

5. Poor buying procedures


Media Mix - United States

Radio

3%

Television

47.2%

Magazines

20.9%

Internet

5.3%

Outdoor

2.2%Newspapers

21.4%

Source: “100 Leading National Advertisers,” Advertising Age (June 29, 2004), pp. 1-5.


T A B L E 8 . 7

Advertising Expenditures by Category

Source: Based on “100 Leading National Advertisers,” Advertising Age, (June 25, 2007), p. 9.

Category Total Magazines Newspapers Outdoor Television Radio Internet

Automotive

$19.79

9 11.0% 25.4% 1.7% 50.4% 7.8% 3.7%

Retail $19.114 11.0% 35.4% 2.0% 33.8% 11.2% 6.6%

Telecommunications

$10.95

0 8.2% 19.8% 2.5% 48.7% 7.1% 13.6%

Financial services $8.689 13.7% 21.8% 2.8% 36.3% 8.3% 17.0%

Food, beverages,

candy $7.225 27.6% 0.7% 1.1% 64.2% 4.5% 1.8%

Restaurants $5.291 2.5% 3.5% 4.5% 78.4% 10.1% 0.9%

Apparel $2.911 75.1% 2.0% 1.0% 19.8% 0.7% 1.3%


F I G U R E 8 . 6

Developing Logical Combinations of Media


Shift by B-to-B Advertisers to

Non-business Media

• Business decision makers also consumers.

• Business decision makers difficult to reach at work.

• Clutter among business mediums.

Reasons for shift:

Fact: 56% of all business advertising dollars are

spent in non-business environments.


Source: Based on Kate Maddox, “Top 100 B-to-B Advertisers Increased Spending 3% in ‘06,” B to B, Vol.

92, No. 11 (September 10, 2007), pp. 25-30.

F I G U R E 8 . 9

Business-to-Business Advertising Expenditures

Business

publications,

26.0%

Newspapers,

18.0%

Consumer

magazines, 11.5%

Television, 25.4%

Internet, 9.6%

Radio, 6.7%

Outdoor, 3.0%


Media Selection

International Markets

• Media importance varies.

• Media viewing habits vary across countries.

• Media buying is different.

• Cultural mores vary.


Figure 8.8

Global Media Spending

F I G U R E 8 . 8

Media Usage in North America, Europe, and Japan

Source: Adapted from Colin MacLeod, “Global Adspend Trends,” International Journal of Advertising, Vol. 24, No. 2

(2005), pp. 261-262.

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

Perc

et

of

Tota

l

United States 10.3% 30.7% 3.1% 38.9% 12.4% 4.6%

Europe 17.0% 34.5% 6.1% 35.7% 5.8% 3.9%

Japan 9.4% 25.1% 11.6% 46.0% 4.2% 4.1%

Magazines Newspapers Outdoor Television Radio Internet

Capítulo 8 Clow y Baack

Education

Transcript of Capítulo 8 Clow y Baack