1. Prepared by ms. dale 5.7 Media

2. Lesson Objectives To understand and explain the concept of publicity
To identify the different medias that advertisers use to spread their message
To understand the criteria advertisers use to choose their message
To identify and explain the usefulness of the different types of media available to marketers
To understand the concept of product placement and identify it in various situations.
To understand and explain the concept of publicity
24 February 2019

3. CIE 3M
24/02/2019
Selecting Media
List all the different types of advertising media (forms of advertising)
24 February 2019

4. CIE 3M
24/02/2019
Selecting Media
How do marketers choose one type of advertising media over another?
_____________
Any medium (like television) can provide statistics on the number of ___________
You want to reach the maximum number
___________The )of times the message is delivered
24 February 2019

5. Selecting Media _________________
CIE 3M
24/02/2019
Selecting Media
_________________
The ability to _________ on a target market
To reach a special group it may be better to use a specialty magazine than general television advertising
The length of ________ an advertisement lasts
24 hours for a newspaper, none for television unless it is taped, weeks for a billboard
24 February 2019

6. Selecting Media ____________ _____________________
CIE 3M
24/02/2019
Selecting Media
____________
The time necessary to _________ the ad
May be days or months
_____________________
Some types (like television) are quite ________ and some (like newspaper) are simpler
24 February 2019

7. Selecting Media _____________ ___________
CIE 3M
24/02/2019
Selecting Media
_____________
This is the competition for the __________ of the consumer (other ads, consumer activity, and more.)
___________
Different types of ads vary in cost
___________ ads may cost hundreds of thousands, while a newspaper ad very little
24 February 2019

8. Types of Media ______________
CIE 3M
24/02/2019
Types of Media
______________
Market to specific groups  An advertisement for Hollister would appear in
Consumers may read more than once (high ________)
Consumers usually keep magazines for a long time
Circulation may vary greatly
May be quite expensive ($ $ for a single ad/month)
5 essential parts:
24 February 2019

9. Can you identify the different parts of this magazine advertisement?
CIE 3M
24/02/2019
Can you identify the different parts of this magazine advertisement?
Headline –
Illustrations –
Body Copy –
Signature –
Layout –
24 February 2019

10. Types of Media _____________ Good for __________ advertising
CIE 3M
24/02/2019
Types of Media
_____________
Good for __________ advertising
Broad range of ad types
__________ – very short lead time
____________ and unselective in terms of target groups
Cheap (about $6000/week)
Low frequency – people often only read the newspaper once and then throw away
24 February 2019

11. Types of Media ______________ _________ and can reach huge audience
CIE 3M
24/02/2019
Types of Media
______________
_________ and can reach huge audience
Range of prices (average $1,000,000/day , Super Bowl commercials $3 million/30 sec in 2009, World Cup Finals $500,000/30 sec)
Low cost per exposure BUT _____ cost overall
Not highly selective – not always targeting the “right” market
24 February 2019

12. Types of Media ________________ ________ attention,
CIE 3M
24/02/2019
Types of Media
________________
AIDA rule for television commercial design:
________ attention,
get their __________,
build __________for product,
provide a method for __________
24 February 2019

13. AIDA Rules Attract attention Gain interest
Short Print Lines (no more than 7 words)
Broadcast ads capture you with sound, unusual visuals, celebrities, humour
Gain interest
Message must be clear and to the point
Print = simple, easy to read
Strong visuals

14. AIDA Rules Build desire Get action
Help the customer WANT your product, brand name!
Show the want/need being met by your product!
Get action
Ask for the sale, “buy now!” or similar
Provide phone number (if appropriate) or other ‘call to action’

15. CIE 3M
24/02/2019
Ask the class how this commercial succeeds or fails at fulfilling the AIDA rule.
24 February 2019

16. Types of Media ____________ May be experienced anywhere
CIE 3M
24/02/2019
Types of Media
____________
May be experienced anywhere
Good for _________________
Low cost ($400/week)
Somewhat selective in terms of ______ of day and format  choose by music genre to suit tastes of target market
BUT – people tend to _________ – radio ads become “half heard”
24 February 2019

17. Types of Media ________________
CIE 3M
24/02/2019
Types of Media
________________
Billboards, posters, mass transportation ads
Large _______ , multiple experiences
No selectivity of market
Must be ______
________ selectivity
24 February 2019

18. Types of Media _______________ ______ mail, telemarketing
CIE 3M
24/02/2019
Types of Media
_______________
______ mail, telemarketing
_________________ use lists from magazines, etc. to find customers
_____________________ use any areas with no selectivity
Can be costly and consumers may ignore them  has a “bad image” as junk mail
24 February 2019

19. Types of Media The _______________
CIE 3M
24/02/2019
Types of Media
The _______________
Web sites, banners on other sites,
Growing internet ad = __________ (ex–Facebook)
Average online ads are $25,000/month
Some sites charge only _________ (cost per click)
A well designed site is significantly more effective
___________ is questionable
Spam and pop-ups anger consumers
24 February 2019

20. Types of Media ____________________
CIE 3M
24/02/2019
Types of Media
____________________
Brand identification can be placed on items such as golf balls, bags, and more  used as ___________ giveaways
Can be inexpensive or expensive
Limited reach
24 February 2019

21. CIE 3M
24/02/2019
Types of Media
24 February 2019

22. Comparing Types of Media
Reach = # of ppl exposed to message
Frequency = # of times audience will see it
Selectivity = ability to focus on target audience
Durability = how long it will last in the house
Lead-Time = how fast can it be ready?
Mechanical Requirements = how complex is it to prepare the ad for the medium?
Clutter = competition for audience attention
Costs = total expense of creating & running the ad

23. Comparing Types of AdvertisingTV
Radio
Magazines
Newspapers
Out-of-Home
Direct-to-Home
Internet
Specialty
Reach 8 7 4 3
Frequency 5 1
Selectivity 6 10 9
Durability
Lead Time 2
Mechanical Req’ts
Clutter
Costs

24. Types of Media Product Placement What is product placement? CIE 3M
24/02/2019
Types of Media
Product Placement
What is product placement?
24 February 2019

25. Product Placement https://www.youtube.com/watch?v=_3FL KuQa62c CIE 3M
24/02/2019
Product Placement
KuQa62c
24 February 2019

26. CIE 3M
24/02/2019
Types of Media
Find examples of product placement in the media and complete the following chart.
MEDIA
BRAND AND EXPLANATION
T.V. Program
Movie
Music Video
24 February 2019

27. Publicity Reflect Is there such a thing as BAD advertising?
CIE 3M
24/02/2019
Publicity
Reflect
Is there such a thing as BAD advertising?
How can advertising “go wrong?”
24 February 2019

28. CIE 3M
24/02/2019
Publicity
Publicity is the media coverage for a business that is not paid for (nor usually created by the company)
It can be good or bad – bad publicity can cause bankruptcy
24 February 2019

29. CIE 3M
24/02/2019
Ask the students to discuss how this film causes bad publicity. What do they think the repercussions were after the film was released?
24 February 2019

30. Publicity ___________________
CIE 3M
24/02/2019
Publicity
Often Public Relations firms are hired to manage it by attending to the following:
___________________
May prepare press releases to media
May conduct press conferences
May create stories, arrange special events, and more
24 February 2019

31. Public Relations ______________
CIE 3M
24/02/2019
Public Relations
Often Public Relations firms are hired to manage it by attending to the following:
______________
May try and convince public officials to vote certain ways
May try and encourage public support for issues
24 February 2019

32. CIE 3M
24/02/2019
Public Relations
_______________________
These are prepared to encourage new customers and instill confidence in current customers
______________________
When there is a problem the PR person tries to correct the problem and reduce the impact on sales
24 February 2019

33. Review Complete Workbook pages 173 & 181 (Top) Key Points from Lesson
CIE 3M
24/02/2019
Review
Key Points from Lesson
Homework / Assignment
Different forms of media
Factors affecting choice of media
Reach & Frequency
Selectivity & Durability
Lead-Time
Mechanical Requirements
Clutter & Costs
Types of Media
Magazines
Television
AIDA
Radio
Out-Of-Home
Direct-To-Home
The Internet
Specialty Advertising
Product Placement
Publicity
Good and bad
How it can affect a business
How is it generated
Public Relations
Media Releases
Lobbying
Brochures & Annual Reports
Crisis Management
Complete Workbook pages 173 & 181 (Top)
24 February 2019