CHAPTER 11:

MEDIA BASICS
Questions to Explore
• 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?

What Do We Mean By
Media?
What do we mean by media?
• 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; conveying the message and connecting
source and receiver.
What do media do?
• 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.
IMC and media
• IMC plans are:
1. Multiplatform – use a variety of marcom areas
2. Multichannel – use a variety or media
3. Multitargeted – engage a variety of stakeholders

• IMC connection media also include personal experiences with

events, salespeople, customer service and WOM – all of which
may become imbued with emotion leading to strong personal
feelings about a brand
The media industry
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

Media types and terms
Size and Profile of Audience
•Media vehicle is a specific:
1. TV program: MHI, Sembang The Tarik
2. Newspaper: Hmetro, The Star
3. Magazine: Wanita, The Expat
4. Radio program: Johara Pagi Era, FlyFM Morning Show
•Broadcasting – cast the audio and visual signals broadly to reach
mass media
• E.g. TV3, Astro Ria, Hitz.fm
•Niche media - communication channels through which
messages are sent to niche segment
• E.g. Advertising + Marketing Magazine
Media types and terms
Media types and terms
Targeted and Interactive conduits
•The way the media transmit messages
•The placement of the message is an important factor in targeted
media plans.

•Addressable media – used to send brand messages to specific

addresses
• Internet, main and telephone
•Interactive media – allow conversations between companies
and customers as well as between and among cutomers
• Online social media and telephone conversation
Media types and terms
Corporate vs. Consumer Use of Media
•Consumers use media to look for information, entertainment
and interaction.

Paid, Owned and Earned Media

•Paid Media – traditional measured media. Ad placements are
bought by the organization
•Owned Media – channels that are controlled by the organization
•Earned media – channels where brand communication is spread
by outsiders
Media types and terms
 The evolution of media roles
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.
 The evolution of media roles
• 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 21st century, as

computers and the Internet personalize media.

• Interesting turnaround, print stories and ads now carry QR

codes that led readers scan them to access additional
information and websites via smart phones
The Fundamentals of
Media Strategy
The media plan
• 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.
Key strategic media concepts
• 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
Key strategic media concepts
Targets and Audiences
• The goal of the media plan is to match the
advertiser’s target audience with the audience of a
particular medium.

• Turn to page 347 to see the dramatic differences

seen in media experiences of the audience groups.
The basis for the buy
• Exposure - Where all media impact 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.

• 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.
The basis for the buy
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.
The basis for the buy
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.
Changing Patterns of
Media Use

Copyright © 2012 Pearson Education

New consumer media use patterns
• Rather than controlling media choices, consumers are
designing their own media landscapes.

• Four major changes in media use patterns:

1. Consumer Control - Known as consumer generated contents
• E.g. homemade videos and commercial on YouTube
2. Media-Driven Lives – recent generations spend more time with
media of all kinds
3. Media Multitasking – people use more than one medium at a
time.
• E.g. playing video games while listening to the iPod
4. Social Media – made personal space public
Alternative media forms
Alternative media forms
Product placement
• A brand appears in a TV program, movie or in print as a
prop.
• 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.
Alternative media forms
Product placement
• However, it may go unnoticed.
• It may not match the movie or audience.
• The movie may not be successful.

• Movie examples:
• Maggi : Istanbul Aku Datang
• HP: Transformers

• TV examples:
• American Idol: Coca-Cola and Ford
Alternative media forms
Branded entertainment (or advertainment)
• Companies produce films for the Internet where the
brand is integrated into the storyline.

Search and Mobile marketing

• Search Marketing is the placement of online ads near
topic of interest that people search for on their gadgets.

• Mobile marketing is the strategy of reaching people via

their cell phones.
Alternative media forms
Word of mouth
• Buzz is important because it means people are talking
about a brand.

• When it gets passed rapidly through a network of friends,

we call it viral marketing

• The goal of buzz-builder strategies is to the right people

saying the right things about the brand.

Copyright © 2012 Pearson Education

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Alternative media forms
• Guerilla marketing
Uses the power of involvement to create memorable brand
experiences.

• Use surprise and curiosity to catch attention and create

excitement as well as buzz about a brand

• Use creative ways to reach people where they live, work and
walk to create a personal connection and a high level of
impact
Alternative media forms

These painted stairs at

the Denver Pavilions,
an entertainment
complex in downtown
Denver, advertise
membership in the
nearby Colorado
Athletic Club.

Copyright © 2012 Pearson Education

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Any questions?