1. Media – Print/Press, Broadcast, Outdoor and Cinema
Week 1
Lecture 3

2. Media Selection Message objectives Creative decisions
Overall objectives
Audience considerations
Cost – Production + Space
Time constraints
Media availability
Legal constraints

3. 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. 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. 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. 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

7. 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

8. 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

9. Magazines – Strengths and Weaknesses
Audiences Targeting
Not selective
Long Life
High rates for occasional users
Good Production Values
Quality issues
Detailed Copy
Complicated buying for national campaigns
Timeliness
Changing composition of readers

10. Newspaper – Strengths and Weaknesses
Audiences positive reception
Not selective
Mass audience coverage
High rates for occasional users
Flexibilty
Quality issues
Detailed Copy
Complicated buying for national campaigns
Timeliness
Changing composition of readers

11. 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

12. Press - Magazines Detailed message Permanent Direct response
Advertorial endorsement
Kudos from title
Noise Ad overload
Ad Advoidance

13. Tesco Magazine 7,221,000 Readers Free available in-store
magazine.html
Analyse content

14. 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

15. Direct Marketing Channels
Mail – Post
Leaflets
Door to door
In-store
Mail order

16. 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

17. 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

18. The price of media Outdoor Size Location Electronic vs Poster
Normally 1 site for 2 weeks
Packages available