1. Media Selection To whom should the advertising be directed? Where do these people live? What media should be used? 1

2. 2 Developing Media Plans Performing a market analysis Establishing media objectives Developing Media Strategies Selecting the media mix Determining target market and geographic coverage Scheduling the media

3. 3 Table 12.1 Media Characteristics Media TypeAdvantagesDisadvantages Newspapers Short lead time for placing ads Low cost Good coverage Can be used for coupons Short life span Wasted coverage Clutter Poor reproduction quality Magazines Quality reproduction Long life span Audience selectivity High information content “Pass along” value Long lead time for ad placement High production costs Lack of flexibility Radio Personal Low cost Flexibility Low production costs Audience selectivity Lack of visual appeal Fleeting message Clutter Television Large audience High impact of message Low cost per exposure High credibility High absolute cost High production costs Fleeting message Clutter Low selectivity Direct Mail High selectivity/low wasted coverage Easily evaluated High information content Short lead time Poor image Clutter High cost per contact Outdoor and Transit Low cost per exposure High repetition Target location Wasted coverage Legislation/local restrictions Long lead time Lack of flexibility

4. 4 Essentials in Media Selection Market focus Media focus Periodic media update Establish media effectiveness guidelines Advertising by objective Coordinate advertising with marketing campaigns Develop a sound advertising budget Plan around media pollution Coordinate local and national efforts Use a variety of media Keep accurate files

5. 5 Approaches to Media Scheduling Continuous Advertising – keeping the amount of advertising relatively constant over time Flighting Media Scheduling – use spurts and stops; blitz periods with no advertising in between Pulsing Advertising – constant low level of advertising with periodic spurts/blitzes

6. 6 Advertising Media Print Media – newspapers and magazines Broadcast Media – television and radio Direct Mail Support Media – outdoor, brochures, and collateral materials

7. 7 Newspapers Advantages –Short lead time –Low cost –Good coverage –Can use coupons Disadvantages –Short life span –Wasted coverage –Clutter –Poor reproduction quality

8. 8 Magazines Advantages –Good quality reproduction –Long life span –Audience selectivity –High information content Disadvantages –Long lead time –High production costs –Lack of flexibility

9. 9 Techniques for Successful Print Advertising Attract consumer’s attention with headline Use visual components (artwork, graphics) Keep layout and copy simple and straightforward Make use of coupons Don’t hesitate to reuse successful print ads

10. 10 Radio Advantages –Personal –Low relative cost –Flexibility –Low production costs –Audience selectivity Disadvantages –Lack of visual appeal –Fleeting message –Clutter

11. 11 Techniques for Successful Radio Advertising Keep message simple; listeners often engaged in other activities Music should be kept simple/memorable Ad should suggest immediate action Ad should talk directly to consumers in language and tone they will understand Copy should make listener visualize the product

12. 12 Selecting Radio Spots Determine the number of spots Decide the days the spots will be broadcast Determine the times of day the spots will be broadcast

13. 13 Production Guide for a 60- second Radio Commercial Introduction 5 to 10 seconds Commercial Copy 30 to 40 seconds Recap of Pertinent Points 5 to 10 seconds Musical Logo 5 to 10 seconds

14. 14 Television Advantages –Large audience –High impact of message –Low cost per exposure –High credibility Disadvantages –High absolute cost –High production costs –Fleeting message –Clutter –Low selectivity

15. 15 Techniques for Successful Television Advertising Visual aspect of commercial must convey the message to the consumer Ad must capture viewer’s attention immediately Ad should stay with one idea and repeat it Ad should accurately project the image of the firm

16. 16 Direct Mail Advantages –Highly selective –Low wasted coverage –Easily evaluated –Short lead time –High information content Disadvantages –Poor image –Clutter –High cost per contact

17. 17 Techniques for Successful Direct Mail Must capture consumer’s attention Layout and copy should be personal and not too complicated Successful direct mail pieces should be repeated Should be creative

18. 18 Outdoor Advertising Advantages –Low cost per exposure –High repetition –Ability to target location Disadvantages –Poor audience selectivity/high wasted coverage –Local legislation and restrictions will vary –Long lead time –Lack of flexibility

19. Internet and Web Advertising Low cost per exposure Easy to monitor click through impressions Can be highly targeted Short lead time Search engine optimization Clutter Low target market selectivity of some web sites 19

20. 20 Specialty Advertising Advantages –Retention –Selectivity –Low cost Disadvantages –Image –Clutter © 2010 John Wiley & Sons, Inc.