International Media MK0389

Aims of the Session To identify global media opportunities To select and evaluate different media opportunities

The media planning process Communications environment Target audience Media objectives Media mix selection Buying media De Pelsmacker, 2005

Media Criteria Media decisions Reach Frequency Impact Cost 17-4 4

Media Availability Worldwide Legislation on media availability varies from country to country TV advertising Norway have a full ban on alcohol advertising Billboard restrictions Brazil 2006 Cinema advertising Restrictions on what can be advertised

Media trends worldwide Source: Euromonitor (2013)

Types of Media Outdoor Magazines Newspapers Television Cinema Radio

Outdoor Media Includes: Billboards Transit Shop displays Transit advertising in Eastern Europe is very effective Restrictions in some countries (e.g. Brazil) Strengths: high reach, high frequency, location oriented Weaknesses: Poor perceptions, long production time, difficult to measure ROI

Print Media Effective at delivery of a message to the target market Newspapers Magazines Narrow focus Opportunity for ‘national’ advertising? Strengths: wide reach, high frequency, flexible, high readership, can be specific targeting (magazines) Weaknesses: Low attention grabbing opportunities, visual only, reproduction issues

Broadcast Media Reaches mass audiences with a comparatively low cost Allows to add visual and sound features to the message – more effective? Television – limits on the number of minutes for TV advertising in some countries (e.g. Scandanavia) Radio Strengths: high prestige, uses a variety of imagery / sounds, flexible, high reach. Weaknesses: Radio can be difficult to grab attention with, high level of repetition required.

Cinema Cinema advertising has more power than television advertising Higher levels of attention Distinctive screen images Strong communication tool Low production and transmission costs Captive audience Targeted

Online Growth of internet worldwide Can be relatively cheap Opportunity for Viral campaigns Market segments spending more time online and less time interacting with traditional campaigns. http://www.youtube.com/watch?v=R55e-uHQna0

Global Media Decisions Media Infrastructure Media infrastructure differs from country to country Media Limitations The major limitation in many markets is media availability

Global ad spend

Mobile ad spend Mobile advertising is still relatively small—with a total spend of $14.3 billion worldwide this year, or 2.8% of total ad expenditure. However, it is growing extremely rapidly: 77% growth in 2013, followed by 56% in 2014 and 48% in 2015, ZenithOptimedia forecasts. By 2015, mobile ad spend is expected to total $33.1 billion and to account for 6% of total ad expenditure. defined in the report as internet ads delivered to smartphones and tablets, whatever their format)

The evolution of Marketing Communications Tradigital Mass media & targeted Push orientation Outbound & inbound communication Personalisation & relevance Networks Communities Blogs Broadcast Print Outdoor Social Media marketing Dialogue Participation Sharing Content attracts inbound attention Three way communication Traditional marketing Mass media Push orientation Outbound communication Banners Micro-sites Email Source: Tuten & Solomon (2013)

Media Spending Outdoor - important in Japan and South Korea - exposure in large cities Cinema - Argentina and India where films are popular pastimes Print - high literacy rates e.g. France, Germany, and Sweden Radio - lack of opportunity in Europe with government ownership Television - Strong in USA, Asia, and South America 17

Summary Each media type has its own strengths and weaknesses Media context can have a high impact on effectiveness of advertising Media infrastructure varies from country to country

References See Recommended Reading List