Advertising

Media Selection

Chapter 8
 Chapter Objectives
1. Discuss process of creating a media
strategy.
2. Understand roles of media planner
and media buyer.
3. Utilize reach, frequency, continuity,
impressions, and other objectives in
preparing advertising program.
4. Recognize the value of an effective
media mix.

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 M & M’s

• Mars, Incorporated
• 1960s – colors added
• Spokescandies
• Advertising
• Charitable benefits

8-3
 Media Strategy

• Objectives of the campaign

• Target audience
• Message theme
• Constraints

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Media Selection
People Involved
• Media buyer
• Media planner
• Creative
• Account executive
• Clients

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 Media Planning

• Focus on consumer behavior

• Create plans that reflect
purchase process
• Influence consumer in the
marketplace

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Components of Media Plan
• Marketing analysis
• Advertising analysis
• Media strategy
• Media selection
• Justification and summary

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Media Planner
• Formulates media program
• Conducts research on
audience characteristics
• Matches media with target
market characteristics

8-8
 Media Buyer
• Works closely with media planner

• Purchases media time and space

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Advertising Objectives
• Reach
• Frequency
• Opportunity to see (OTS)
• Gross rating points
• Effective rating points
• Cost per thousand (CPM)
• Cost per rating point (CPRP)
• Continuity
• Impressions
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Ad Campaign Continuity

• Continuous campaign

• Pulsating campaign

• Flighting campaign

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 Achieving
Advertising Objectives
• Three-exposure hypothesis
• Effective frequency
• Effective reach
• Recency theory
• Intrusion value
• Media multiplier effect
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Media Selection
• Broadcast media
 Television
 Radio
• Print media
 Magazines
 Newspapers
 outdoor
• Internet
• Direct mail
• Alternative media
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 Television
Advantages Disadvantages

• High reach • Clutter

• High frequency • Channel surfing
potential during commercials
• Low cost per contact • Short amount of
• Creative copy
opportunities • High cost per ad
• High intrusion value • Low recall due to
• Segmentation clutter
possibilities

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 Nielsen Ratings
• Measure TV audience
• Determines ad rates
• Nielsen rating – number of
households tuned into a program
• Share – number of households
with TV on watching a particular
program.

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 Radio
Advantages Disadvantages

• Low cost per spot • Short exposure

• Low production cost time
• Use of music • Low attention
• High segmentation • Poor national
potential audience capability
• Flexibility in making • Target duplication
new ads in many areas
• Ability to modify ads
quickly and locally
• DJ intimacy
• Mobility
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 Outdoor
Advantages Disadvantages

• Large ads • Legal limitations

• Select geographic • Short-exposure
areas time
• Accessible for local • Brief message
ads • Limited
• Low cost per segmentation
impression • Cluttered travel
• Broad reach routes
• High frequency
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 Internet
Advantages Disadvantages

• High creativity • Clutter

• Short lead time to • Difficult to buy ad
change ads space
• Simplicity of • Reach only
segmentation computer users
• Low intrusion
• High audience value
interest • Hard to retain
• Easy to directly interest of surfers
measure impact
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 Magazines
Advantages Disadvantages

• High segmentation • Long lead time

• High color quality • Little flexibility
• Long life • High cost
• Direct response • Clutter
techniques • Declining
• Read during leisure readership
• Longer attention to
ads

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 Newspapers
Advantages Disadvantages
• Priority to local ads • Clutter
• Coupons and special • Short time span
response ads • Poor quality
• High credibility reproduction
• Strong audience • Limited audience
interest • Poor national
• Longer copy buying procedures
• High flexibility
• Cumulative volume
discounts
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 Direct Mail
• Lands in hands of person who opens
the mail and makes the purchase
decisions.
• Response rate averages 2.5%.
• Disadvantages are clutter and costs.
• Used heavily in business-to-business

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 Alternative Media
• Leaflets and brochures
• Ads on carry-home bags
• Ads on clothing and caps
• Ads on movie trailers
• Yellow pages
• Ads sent by fax
• Video replay and signage at sporting
events
• Ads on walls in airports, subway, etc.
• Guerilla marketing
• Product placements
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 Alternative Media
• Leaflets and brochures
• Ads on carry-home bags
• Ads on clothing and caps
• Ads on movie trailers
• Yellow pages
• Ads sent by fax
• Video replay and signage at sporting
events
• Ads on walls in airports, subway, etc.
• Guerilla marketing
• Product placements
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 Media Mix
United States

• Television – 47.2%
• Newspapers – 21.4%
• Magazines – 20.9%
• Internet – 5.3%
• Radio – 3%
• Outdoor – 2.2%

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B-to-b Advertising
• Shift in media buys
 50% of all b-to-b ad dollars are in
non-business environments
• Reasons for shift
 Business decision makers are
consumers.
 Business decision makers are
difficult to reach at work.
 Clutter among business outlets.
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 B-to-b Advertising
• Trade publications – 43.5%
• Television – 20.4%
• Newspapers – 16.2%
• Consumer magazines – 10.4%
• Internet – 5.5%
• Radio -2.2%
• Outdoor – 2.1%

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 Media Selection
International Markets
• Media importance varies
• Media viewing habits vary
• Media buying is different
• Cultural mores vary

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