Part 4 Principle: Media in a World of Change Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 How does media work in marketing communication and how is the industry organized?  What are the key strategic media concepts?  Why and how is the media landscape changing? Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Media refers to the way messages are delivered to target audiences and increasingly, back to companies and among audience members.  Media is the channel step in the communication model; the way messages are sent and returned by the source and receiver. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 In traditional mass media, it is a one-way process from source to receiver.  Today’s media are also interactive, because they offer opportunities for dialogue and two-way conversation.  Media also offers engagement opportunities and connect a brand with its audience. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 IMC plans are multiplatform, multichannel, and multitargeted. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 The plural noun media is an umbrella term for all types of print, broadcast, out-of-home, and Internet communication.  The singular noun medium refers to each specific type.  Media vehicles are the choices within the medium. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

TRIP, the Travel and Recreation Program at the University of Florida, is a student-run organization that plans and leads adventure and leisure trips for students and members of the Gainesville community. The student Adwerks agency created the “Could Have Been” campaign with beautiful images from past trips. Playful headlines provided a sarcastic but humorous tone that spoke to our primary target of college students. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Paid, owned, and earned media  Paid media are the traditional measured media, such as print and broadcast.  Ad placements—both time and space -- are bought by the company or organization. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Paid, owned, and earned media Owned media Channels that are controlled by the organization and that carry branded content, such as: 1. Websites 2. Direct mail 3. address lists 4. Facebook sites 5. Blogs 6. Public relations publications 7. Catalogs Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Paid, owned, and earned media Earned media are channels where brand communication is spread by outsiders, such as:  Social media users  News media …that carry publicity stories where the brand may be mentioned. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

On the selling side:  Media salespeople work for a magazine or TV station; provide sales kits with information about audience and medium.  Media brokers are people/companies who sell space and time for a variety of media, allowing the media buyer to make an entire buy with one order. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Media researchers compile audience measurement data, media costs, and availability for various media.  Media planners develop the strategic decisions outlined in the media plan, such as where and when to advertise and which type of media to use. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Media buyers implement the media plan by contracting for specific amounts of time or space, based on the plan developed by the media planner.  Media buying companies specialize in media research, planning, and buying. They may be a spinoff from an advertising agency, and work for a variety of clients. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 All of this decision making comes together in a media plan.  The goal is to maximize message impact while minimizing cost. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Media Mix The way various types of media are strategically combined to create a certain kind of impact.  Multiplatform Describes multichannel and multimarketing opportunities, including: ◦ Social media ◦ Branded entertainment ◦ Video games ◦ Product placement ◦ Guerilla marketing Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Targets and Audiences  The goal is to match the advertiser’s target audience with the audience of a particular medium. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Exposure Where all media effects all begin.  Circulation Refers to number of copies sold.  Impressions One person’s opportunity to be exposed one time to an ad in a specific vehicle. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

 Gross Impressions The estimate of total impressions across a publication’s total circulation.  Ratings A measure that converts gross impressions to percentage of households.  Share Refers to the percent of viewers based on the number of sets turned on. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Reach and frequency  Reach is the percentage of the media audience exposed at least once to the advertiser’s message during a specific time frame.  Frequency is the number of times a person is exposed to an advertisement ◦ You have to hear/see an ad three times for it to make an impact. The goal of a media plan is to reach as many people in the target audience as often as the budget allows. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Intrusiveness  The ability of a medium to grab attention by being disruptive or unexpected.  The more intrusive a medium, the more it can be personalized, but also more costly to use.  If a message is too disruptive or irritating, it may not help build a positive brand relationship. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Consumer use of media 1. Consumer control: Rather than controlling media choices, consumers now control of their own media and designing their own media landscapes. 2. Media-driven lives: More recent generations spend more time with media of all kinds. 3. Media multitasking: People not only spend more time with media, but also use more than one medium at a time. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Alternative media forms  If you want a fun and exciting career area, consider any of a myriad types of alternative or nontraditional media.  We use the term nontraditional media to refer to media platforms and forms of contact other than traditional advertising. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Product placement  A company pays for verbal or visual brand exposure in a movie or TV program.  It is less intrusive than conventional advertising.  The product is the star.  Celebrities demonstrate product in natural setting.  Unexpected; occurs when viewer resistance is down. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Product placement  However, it may go unnoticed.  It may not match the movie or audience.  The movie may not be successful. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Branded entertainment (or advertainment)  Companies produce films for the Internet where the brand is integrated into the storyline.  Similar to product placement, entertainment media is used to engage consumers with brands.  Here are some examples:  entertainment-of / entertainment-of /  storytellers-in-2013-the-years-best-branded-entertainment / storytellers-in-2013-the-years-best-branded-entertainment / Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Search and mobile marketing  Consumers are in control of not only their information search, but also how they want to be connected with an organization or brand.  Search marketing: online ads near topics of interest that people search for on computers, tablets, or smartphones.  Mobile marketing: location-based messages that can reach consumers with a promotional message where they are.  media/campaign-categories/mobile-campaigns/ media/campaign-categories/mobile-campaigns/ Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Word of mouth  Utilizes exciting new ways to generate buzz and convey brand messages.  Buzz is important because it means that people are talking about a brand.  Buzz may be the most important factor in consumer decision making  Viral communication occurs when it gets passed rapidly through a network of friends Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

Guerilla marketing  Uses the power of involvement to create memorable brand experiences.  Creates unexpected personal encounters with a brand. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

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Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall People become fleas when walking across this giant picture of a scratching dog as seen from above in a multilevel shopping mall.

 uerrilla-marketing/42-kickass-ambient- advertising-examples-2014/ uerrilla-marketing/42-kickass-ambient- advertising-examples-2014/ Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

In Chapter 12, we will:  Review traditional media including: ◦ Print ◦ Broadcast ◦ Outdoor  Explore the characteristics that make them different from other media forms. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall