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Evaluate Media Options

Evaluate Media Options

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Published by Jaddan Bruhn

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Published by: Jaddan Bruhn on Sep 29, 2011
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09/29/2011

 
Evaluate Media Options – NSWTADV403A
Television
 Television allows the advertiser to reach a mass market directly into their homewith a 15, 30 or 60 second audio visual message that conveys emotion anddelivers a call to action in a manner unsurpassed by other mediums. The finite analysis of broadcast television facilitates precision targeting of advertising communication via media buy (placements) based on TARPs.Advertising on television requires a large production budget to produce contentof a technical and creative standard adequate for the medium. Television mediaspots are also very expensive to book (purchase). Television advertising is effective for launching a new product (using a“roadblock”, for example), or for maintaining and increasing consumerawareness of a brand, service or product. One category particularly adept at TVadvertising is FMCG, where a connection needs to develop between theconsumer and the brand/product to influence their (immediate) next purchaseand differentiate the product from the variety of seemingly identical competitorson the supermarket shelf. For example, cereal brands, like
Kellogg’s Special
. It effectively employs television advertising to give its generic product apersonality and effectively target its audience.
Radio
Radio provides low cost broadcast medium to reach a designated segment of your target audience via either pre-recorded advertisements or live reads,transmitted at the most effective time of the day for your advertisement, with amuch shorter production and broadcast lead-time than television. Radio alsooffers product/segment sponsorship options (ie, competitions, outdoorbroadcasts), with an advertiser’s message able to be aligned with the station’seditorial content.Advertising messages broadcast on radio are limited in the depth and length of content they are able to functionally communicate (long, detailed messages areeasily forgotten). Radio is not broadcast to a captive audience and messagesmust be able to cut through the competing distractions the listener may beconcurrently processing (ie traffic). Radio is also not particularly conducive toadvertising all product categories. The content of the advertising message mustquickly be able to conjure a mental association between the audio and theconsumer for the advertising to be effective.Radio is most effective in reminding the consumer and maintaining awareness of a product/service they are already acquainted with ie new cinema releases for
Hoyts
(and upcoming concert dates).
Magazines
Magazines provide advertisers with the space to communicate with the targetaudience in bright, glossy colour, aligning the brand / product / service with theeditorial content of the magazine and providing the scope for the creative to beexecuted in a variety of options, depending on the budget (ie inside front cover,inside back cover, gatefold, sealed insert etc), the clarity and crispness of magazine printing technology also facilitates the inclusion of QR Codes in theadvertisement and for the advertisement to be optimised for scanning by GoogleGoggles, and potentially other smart-phone applications. The magazine market
 JADDAN BRUHNPage 1
 
Evaluate Media Options – NSWTADV403A
is highly segmented, with popular magazines reaching large sections of theAustralian population, making it possible to communicate with mostdemographic segments through magazine advertisements. Magazineadvertisements also facilitate the inclusion of product samples and perfumepanels.Most Australian magazines are national publications, making it difficult foradvertisers with geo-specific requirements. Certain magazine titles also have along lead-time to publication for advertisers. Unlike real-time broadcasters,magazine publications are a passive medium and may not communicate urgencyor a time-sensitive call to action particularly effectively.High quality paper and printing techniques bring added depth and richness toimages of luxury brand products, fashion, fragrance, cosmetics, jewellery,watches, automotive, tourism/travel and interior furnishings. Cosmetics brand
Estee Lauder
successfully utilises full page colour advertisements in women’smagazine titles to depict elements of their cosmetics range and to communicateup-coming department store events and special offers.
Newspapers (hardcopy)
Newspapers are able to reach out to a large percentage of the mainstreamAustralian population on a daily basis, with a loyal readership habitually tied toconsuming their news and sport content in hardcopy tabloid/broadsheet format.Newspaper layouts provide the scope for a variety of creative advertising layoutsand the larger sized available space provides the opportunity for quite largegraphical/pictorial advertising content, including in colour, or long copyadvertisements, to convey more detailed/explicit technical product content.Newspaper advertisements may incorporate direct marketing coupons. As mostmetro newspapers are daily publications (local newspapers are weekly or twice-weekly), the advertisements have a shorter lead-time. Newspapers are geo-specific in nature, with local papers able to be used to communicate to a targetaudience refined to within a handful of suburbs.Hard copy newspaper readership is declining. Newspaper readership reflects anolder demographic. The main focus of newspapers is their editorial content, andthere is the potential for advertising content to be overlooked. The quality of newspaper printing and paper stock is the lowest of all print publications.Newspapers are time specific publications and have a narrow window of relevance. Newspapers inform the reader of what is occurring on a defined day,and, especially at this time of year, are a particularly effective means of communicating retail store sales, for example the
David Jones
half yearlyclearance and the
Myer
end of year sale.
Out of Home (outdoor, static and transit)
Out of home advertising provides the scope for advertisers to have their visualadvertising communication placed in a variety of formats (billboards, supersites,static posters, incorporated in outdoor furniture etc), in locations relevant to theaudience targeted, with the potential for the communication to be customised toinclude product sample dispensers, transmit to mobiles via Bluetooth, contain QRcodes, in a myriad of locations chosen by the strategist/media planner, that allow
 JADDAN BRUHNPage 2
 
Evaluate Media Options – NSWTADV403A
for the brand/product/service to be, by virtue of its relative positioning, alignedto the surroundings of the advertising space.Out of home advertising is subject to a large amount of wastage. The sitesrequire a high level of ongoing maintenance. The content of an out of homeadvertising message has approximately 3 to 5 seconds to be communicated andunderstood by the target audience, impacting how the space may be mosteffectively utilised.As a large, out of home, visual reminder, this category of advertising is effectiveat keeping a product at the top of mind of a consumer, particularly for productswith a short product life cycle. Fast food companies are quite effective atutilising out of home advertising, with
McDonald’s
using billboards to visiblydepict their products, with roadside billboards used to inform motorists of thedistances to the next restaurant.
Internet
Internet advertising encompasses a variety of online options, including banneradvertising, website takeovers, search and mouseover (rollover) to name a few. The technical capabilities of digital advertising, and its ability to provide thecontext to translate a call to action, straight through with the click of a mouse, tothe desired action, be it a transaction, competition entry, database signup,information request, recommendation to friends, or a Facebook “LIKE”, forexample. Internet advertising provides advertisers with the opportunity tocommunicate to specific demographic groups, mainstream and niche, in a costeffective manner.Internet advertising may not be appropriate for all product categories, and wherethe advertising communication slows down an internet connection or interfereswith regular browsing, the target audience may not be as interested inresponding to the communications call to action.Internet advertising is successfully employed by brands with slightly complexproducts that may be purchased online, but that may have a fair amount of information that a consumer may reasonably want to understand at the point of purchase, for example health insurance providers like
Medibank Private.Mobile (phone)
Current mobile phones are able to transmit and receive location basedinformation and, utilising Bluetooth technology, may send through (via sms)location specific advertising messages relevant to the mobile phone owner,based on their demographic / psychographic information obtained at opt-in.Advertising sent through to a mobile phone is more likely to be read. Advertisingthrough mobile phone is relatively cheap and minimises wastage by ideally beingsent through only to people who have demonstrated an interest in receivingadvertising from participating categories. Given the dynamics of the technology,there is scope to broadcast an immediately effective call to action, and toheighten the relative importance of time and place to influence the messagerecipient.Not everyone has their mobile powered on all the time, and people sometimesleave it on “silent” for prolonged periods. The effectiveness of this form of 
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