1. Marketing Communications & Promotional Practice Week 1 Lecture 3 Media – Print/Press, Broadcast, Outdoor and Cinema

2. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme Media Selection Message objectives Creative decisions Overall objectives Audience considerations Cost – Production + Space Time constraints Media availability Legal constraints

3. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Types of Media Available Broadcast - TV & Radio Print – Newspapers & Magazines Outdoor – Billboards & Transit New – CD-ROM, Internet, etc In-Store – POP & packaging Other – Cinema, product placement, exhibitions, etc

4. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Bangor Transfer Abroad Programme T e l e v i s i o n Appeals to most senses Good creative platform Mass v local v Targeted channels Timing flexible Good image – as seen on TV Intrusive medium Certain groups have low TV exposure Long time scales Expensive Response = limited

5. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice R a d i o Reach Campaign flexibility Production lead times short Relatively low cost Programming defines audience Creative opportunity Message is transient – non permanent Often considered as Wallpaper

6. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice

7. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice

8. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice

9. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice

10. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Outdoor Good variety – Posters,Transport,OTHER? Colourful – visible IMPACT National v regional v local High repetition – routing Relatively low cost per thousand Only simple message 50 x 30 Familiarity = ignoring Standards of presentation Good positions at a premiumscarce

11. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice C i n e m a Captive audience Frequency low – long time to develop reach Key targets young/couples + audience discrimination National and local Longer ads IMPACT Lack of noise Some groups never go to the Cinema

12. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Press Newspapers National – Regional – Local Morning/Daily – Evening – Weekend – Sunday Free versus paid for…. Targeted sections BROADsheets – Tabloids – Red Tops Semi-permanent Colour available – quality

13. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Magazines – Strengths and Weaknesses StrengthsWeaknesses Audiences TargetingNot selective Long LifeHigh rates for occasional users Good Production ValuesQuality issues Detailed CopyComplicated buying for national campaigns TimelinessChanging composition of readers

14. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Newspaper – Strengths and Weaknesses StrengthsWeaknesses Audiences positive reception Not selective Mass audience coverageHigh rates for occasional users FlexibiltyQuality issues Detailed CopyComplicated buying for national campaigns TimelinessChanging composition of readers

15. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Press – Magazines Consumer General Interest v Specific Business to Business Trade Wide choice Informed figures on circulation/readership Production lead times – typically short High impact DPS plus

16. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Press - Magazines Detailed message Permanent Direct response Advertorial endorsement Kudos from title Noise Ad overload Ad Advoidance

17. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Tesco Magazine 7,221,000 Readers Free available in-store http://www.cedarcom.co.uk/our-work/tesco- magazine.html Analyse content

18. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Direct Marketing Using media to establish a direct and interactivity link with consumers May be see as wasteful – Junk mail Can be highly targeted Database building Measurable Controllable

19. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice Direct Marketing Channels Mail – Post E-mail Leaflets Door to door In-store Mail order

20. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice The price of media Print Size of advertisement… Colour vs Black & White / Mono Position in publication Special or Run of Paper Display vs Classified Classified – By line By word By column inch

21. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice The price of media Broadcast Length of ad… Time of day…. PEAK vs Off PEAK vs Discretionary Position in ad break … primacy and recency “Seasonal” Supply and demand

22. Bangor Transfer Abroad Programme Marketing Communications & Promotional Practice The price of media Outdoor Size Location Electronic vs Poster Normally 1 site for 2 weeks Packages available