1. Part 4 Practice: Where are Media Headed? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 11-1

2.  How do media work in marketing communication and how is the industry organized?  How would you describe the key strategic media concepts?  Why and how is the media landscape changing? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 11-2

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4.  Media refers to the way messages are delivered to target audiences and increasingly, back to companies and among audience members.  Media is the go-between step in the communication model; the way messages are sent and returned by the source and receiver.  Here, the source and receiver are the company or brand, and its customers. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-4

5.  All marketing communication areas use a variety of media to deliver messages to customers.  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 offer engagement opportunities and connect a brand with its audience. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 11-5

6. We can summarize the evolution of media as follows:  The Print Era Ink and print images reproduced as newspapers, magazines, and posters.  The Broadcast Era Visual and audio information in the form of radio and television programs.  The Digital Era Electronic information transmitted through the Internet, cable and satellite. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-6

7.  Every technological advance has threatened the older media, and every new medium is launched in the footprints of its predecessor media.  A more serious shift is occurring in the 21 st century, as computers and the Internet personalize media.  Word of mouth also delivers personalization. It is a powerful new marketing communication force. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-7

8. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-8 Wire dancers on an oversized billboard brought the Microsoft logo to life for the launch of the Vista operating system—an example of a highly engaging use of outdoor advertising.

9. As a class: Check out how consumers are converting their TVs into new multimedia centers in A Matter of Practice: “People Really Enjoy Their Large-Screen Televisions”. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-9

10. The modern media landscape features:  Up to 200 TV channels in some markets  Numerous special-interest publications  Millions of websites  New media forms unimaginable 20 years ago Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 11-10

11. On the selling side:  Media salespeople work for a magazine or TV station; provide sales kits with information about audience and medium.  Media reps or 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 © 2012 Pearson Education, Inc. publishing as Prentice Hall11-11

12.  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 © 2012 Pearson Education, Inc. publishing as Prentice Hall11-12

13.  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 © 2012 Pearson Education, Inc. publishing as Prentice Hall11-13

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15.  The challenge is to manage all available media opportunities, yet maximize budgets.  All of this decision making comes together in a media plan.  The goal is to maximize message impact while minimizing cost. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-15

16.  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 © 2012 Pearson Education, Inc. publishing as Prentice Hall11-16

17. Targets and Audiences  The goal of the media plan is to match the advertiser’s target audience with the audience of a particular medium. As a class:  See the Inside Story feature for an example of tight targeting.  Here, a University of Florida student advertising agency developed a customized campaign for the university’s student travel program. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-17

18. Media audiences  Traditionalists grew up with newspapers magazines, and radio.  Boomers, now in their 50s and 60s, also grew up with television.  Gen Xers, now in their 30s and 40s, also grew up with tape recorders, video games, VCRs and cable TV. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-18

19. Media audiences…  Gen Yers, now twenty-somethings, also grew up with the computer, satellite TV, the Internet, CDs, and cell phones.  Millennials, the most recent generation, have grown up with DVDs, TiVo, satellite radio, iPods, smar phones, Second Life, MySpace, Facebook, and Twitter.  The media planner’s challenge is to match the target audience with the medium’s audience. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-19

20.  Exposure Where all media effects all begin.  Impressions One person’s opportunity to be exposed one time to an ad in a specific vehicle.  Circulation Refers to number of copies sold. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-20

21.  Gross Impressions The estimation 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 © 2012 Pearson Education, Inc. publishing as Prentice Hall11-21

22. 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 © 2012 Pearson Education, Inc. publishing as Prentice Hall11-22

23. 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 © 2012 Pearson Education, Inc. publishing as Prentice Hall11-23

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25. IMC and media  IMC works to create, sustain, and strengthen brand relationships over time.  Relationship marketing shifts the focus from a one- time purchase to long-term involvement from all critical stakeholders.  All stakeholders are seen as communicators who can send either positive or negative messages about the brand. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-25

26. Contact points are the various ways a consumer comes in contact with a brand.  These can be: ◦ Newspapers and magazines ◦ Outdoor boards and posters ◦ Radio and television  But also: ◦ The Internet ◦ Packages and labels ◦ Company trucks and cars Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-26

27. Recall the seventh principle of IMC: “All contact points deliver brand messages.” In other words: “Everything that delivers a message to a stakeholder about a brand is a contact point.” Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-27

28.  A touch point is a brand experience that delivers a message that touches emotions leading to positive and negative judgments.  A critical touchpoint (CTP) is one that connects the brand and customer on an emotional level and leads to a yes or no decision about a brand relationship.  Experiential marketing utilizes events, store design, and other means to engage customers in a personal and involving way. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-28

29. Packaging:  is both a container and a communication vehicle.  is the last ad a customer sees before making a decision on which brand to buy.  is a constant brand reminder in the home or office.  presents brand image and communicates critical benefits such as recipes. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-29

30. Pepperidge Farm, with its consistent design and distinctive brand image, dominates cookie shelves because of the power of its consistent design across all the brand’s variations. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-30

31. Word of mouth  Buzz is important because it means people are talking about a brand.  The goal of buzz-builder strategies is to the right people saying the right things about the brand. As a class: Burger King has been lauded as the “king of buzz.” Do you agree? What examples can you think of? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-31

32. Viral communication  Viral marketing strategies create a groundswell of demand for a brand.  Consumers create buzz through: ◦ E-mails ◦ Blogs ◦ Facebook ◦ YouTube ◦ Twitter Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-32 The “Subservient Chicken” interactive video website for Burger King.

33. Customer service  represents a company’s attitude and behavior during interactions with customers.  sends some of the most impactful brand messages that customers receive. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 11-33

34. Customer service  Go online at www.zappos.com and locate the “zappets” (employees).www.zappos.com  What kinds of brand messages do they send through their customer service? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-34

35.  Consumers’ use of media is changing as fast as the technology.  Significant trends: ◦ Media consumers are active, in control, and entertained. ◦ Lives are media focused. ◦ Personal life has become public. ◦ Global has become local. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 11-35

36.  Rather than controlling media choices, consumers are designing their own media landscapes.  This is known as consumer-generated content.  Two major changes in media use patterns: 1. Media-driven lives 2. Media multitasking Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-36

37.  This is the most creative time in the history of commercial media.  Older media are converging with new media and new forms are being created faster than we can learn how to use them.  The search for new ways to reach target audiences is key for advertisers trying to reach the elusive youth market. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-37

38.  Guerilla marketing Uses the power of involvement to create memorable brand experiences.  Creates unexpected personal encounters with a brand.  Examples: ◦ Sears used computer-equipped Segways in Chicago. ◦ Vodaphone used holographic ads featuring Portuguese soccer players. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-38

39. 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 © 2012 Pearson Education, Inc. publishing as Prentice Hall11-39

40. Product placement  However, it may go unnoticed.  It may not match the movie or audience.  The movie may not be successful.  Movie examples: ◦ Up in the Air: American Airlines and Hilton Hotels ◦ The World is not Enough: BMW Z28  TV examples: ◦ American Idol: Coca-Cola and Ford ◦ Survivor: Target Stores Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-40

41. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-41 These painted stairs at the Denver Pavilions, an entertainment complex in downtown Denver, advertise membership in the nearby Colorado Athletic Club.

42. Video games  A major new medium for advertisers to target 12- to-34-year-old males, and other groups.  Opportunities exist both in creating games and placing products within games.  For an innovative example, go to: http://smashhits.guitarhero.com http://smashhits.guitarhero.com As a class: What types of advertising can you spot on this website? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-42

43. Branded entertainment (or advertainment)  Companies produce films for the Internet where the brand is integrated into the storyline.  Webisodes have created a new form of Web advertising.  For an example, review the “Inside Story: Axe Cleans Up.” Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-43

44. Mobile marketing  The phone is a classic example of how the media are shifting.  Smart phones have computing and photographic capabilities, and can access the Internet.  Text messaging and instant messaging are now being used as advertising vehicles.  Mobile marketing is the strategy of reaching people via their cell phones. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-44

45. Branded apps  Software that runs on your computer, cell phone or social networking site.  Marketers like them; they are generally free but prominently linked to a brand.  For examples, check out Apple and AT&T at: www.apple.com/iphone/apps-for-iphone/phone Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-45

46. Other new media  Streaming videos are joining homemade creations on YouTube and on smart phones.  With viral video, interesting videos form a variety of sources can be sent from one friend to another.  Possibilities are limitless. New media can also include a range of “low-tech” ideas. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-46

47. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-47 Cell phones are important to young people, especially young women, who use their phones as fashion and personal style statements.

48. In Chapter 12, we will:  Review traditional media including: ◦ Print ◦ Outdoor ◦ Broadcast  Explore the characteristics that make them different from other media forms. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-48

49. “Axe Cleans Up”  After the Axe Detailer was introduced, sales exceeded expectations.  The Detailer campaign communicated the correct branding and taught customers something about the product. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-49

50. “Axe Cleans Up” Key lessons:  The Axe campaigns show how marketing contributed to making Axe the top U.S. male shower brand.  Creative ideas can be applied to a variety of media and contexts, all in support of selling the product.  As a class: What others can you think of? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall11-50