technically, this week we are focussing

offline
on media but not a fast or easy
distinction

15

• display ads
• allow for market selectivity
• circulation figures matter
– Nielsen Digital Ratings
• e.g. The Age
2018: 2,966,800 readers per month
2021: 4,357,000 readers per month

16

8
 short life span, i.e. read
•
quickly
(scanned)
• clutter, i.e. lots of
being
messages
communicated
• limited audiences, e.g.
never
some read the
news
23

• billboard • in stor
-

• street
s • floor
e
• transit
posters • street
media
• neon
ads • light
furniture
• sandwich
signs • skywriting
projections
24 boards

1
2
 • also referred to as ‘ambient’ media
• measurement techniques – viewings
and impressions
• message must be short (few words) and
high impact
• creative messaging approaches required
• JCDecaux and AdShel are major sellers

25

26

1
3
27

are
what do you think
potential advantagesof
v ages
a
ndd is a d v a nt
O O H a d e rtis ing?

28

1
4
 • a high impact media, e.g. when done
people
well,
notice
• reaching people during their
routine
everyday
s
• creative
e.g. not limited to a
potential
‘screen’

29

• audiences often tune out, e.g. it can

become ‘wallpaper’
• often a ‘passive’ medium, e.g.
means of
limited
• engagement
blink and you miss it,
limited processing
e.g.
time

30

1
5
31

• watching TV and video is still the most preferred

entertainment activity (Alcorn & Buchanan 2017)
• digital convergence has changed the landscape
• key players: free-to-air,
subscription and streaming
• ‘spots’: 6, 15, 30, 60 secs
• vehicles need to be
selected wisely

32

1
6
35

• expensive – high production values

and ‘talent’ cost
• placement – high rating programs are
expensive

• wasted reach – more difficult to

target specific
audiences

36

1
8
37

commercial, community, public, podcasts,

• Source: TVTonight. com. au
streaming
• a very different form of (intimate)
interaction
• programs are often built on
personality
the of the
presenters
• breakfast and
radio are major
‘drivetime’
period
listening
s
38

1
9
 • another very longstanding media
• channel
range of audience
genera
markets:à specific
l main
• 3
consumer, business,
sectors:
• professions
crucial to
readership to
understand
use as advertising
evaluate
vehicle
43

44

22
45

46

23
47

48

24
 what do you think are
potential advantages
and disadvantages of
magazine advertising?

49

• excellent audience targettin

g
• users spend more time with
mediaquality and
• visual
format
• acceptance: users
actively
report liking mag
ads
• have a long
lifespan
50

25
 • expensive to very
expensive
• limits in terms of design,
and
format
• timing
lack of
immediacyof dat
• can be - -

• out e
competition with
other
many
51
advertisers

52

26
 • read/think about the strengths and
weaknesses of media
and vehicle
each channel
• match to target
• your audience
provid detai about
media
e l selected
• vehicles
use reference to
yoursresearch identify
53 sources

• Neilse offers info on media

n
consumption
• media kits are made public for many
outlets AdShel
• media seller websites,
e.g.
• news media reports on TV / radio
ratings
• industry publications cover
ratings
• TV Tonight and Media Week
the TV
discuss
landscape
54

27
 WORD
OF
“Multiple touch points convey brand meaning MOUTH
TRANSIT
though advertising in a variety of different
POINT (Moriarty et al. 2015, p. 267)
OFways
SALE

P R OMO
TI ON A L
EVENTS
S P ONS
ORSHIP

55

regardless of the channel, good advertising works

across media to deliver a single integrated
story
“unifying all marketing communication
efforts so they send a consistent,
persuasive message to target audiences”
(Moriarty et al. 2015, p.33)

• consider best ways for the audience

engage
to with the brand across
media
• tailor message to each
56 channel

28
57

58

29
59

60

30
77

Lisa suggests to her friends that they try a new

restaurant. What consumer role is she playing in this
situation??

A. user
B buyer
.
C. decider
D influencer
.E. initiator

78

39
 AIDA stands for attention, interest, ___?___ and action

A. desire
B demand
.
C. dissuasion
D determination
.E. none of the above

79

________ refers to lifestyle and psychological

characteristics, such as attitudes, interests and
opinions.

A. psychographics
B demographics
.
C. behaviour
D benefits
.E. segmentation

80

40
 Coca-Cola wanted to understand how consumers decide
which brand of soft drink to purchase while they are
shopping, so they hired a research firm that observed
consumers as they made their selection in the
supermarket. Which type of research does this represent?

A. quantitative
B survey
.
C. secondary
D observational
.E. focus group
-

81

When an agency gets a new client, the first thing

the team has to do is learn about the brand. This is
called ________.

A. brand equity
B brand audit
.
C. brand education
D brand leverage
.E. all the above

82

41
 1 . consumer behaviour
decision- making process, consumer roles etc
2. situation / environment factors
a bullet point PEEST analysis
3. segmentation
four optimal market segments

4. target audience
narrative profile
profile
5 . advertising effects
campaign objectives and effects
6. media plan
2 - 3 media vehicles

87

the segment(s) that will be the main focus for the

campaign
• may be a single segment from the table
but is usually an amalgam
• state the name of this group in the profile
(an existing term or create your own)
• give a narrative description of the group
• how could (or is) the brand be part of the
consumer’s life?
• use external research to support (refer
back to section 1 on consumer behaviour)
88

44
 'Dare’s target audience was defined Reluctant :
Adults
aspeople (with a male focus) in their late 20s, who
embarking
were on the responsibilities of adulthood with gusto
balancing youth and responsibilities. They increasingly
and
too
havemuch on their mental to manage effectively New
York Times 2009). They want to feel
plates ( “switched on” all the
but struggle
time,to do so because minds are
overloaded. Therefore they are increasingly
their constantlylooking
products and solutions
for provide an mental .’
that energy d clarity

89

90

45
91

questions
about

92

46
93

identify the main objectives/effects for your commercial

what kinds of changes / impacts is it

•
trying to
achieve?
• describe the most likely
and effects (ideal audience
objectives
response)
• use the concepts and models
in the textbook (chapters 1 and
profiled
7)
94

47
95

96

48
 questions
about

97

98

49
 • nominate at least 23 other
- media
an vehicles for theviablemessage of the
channels
d ad
• define and rationalise the choice in terms
target
of market and
effectiveness
• use concepts profiled in class
weeks
notes - 11
9
• use additional research to
support
help your
(media
ideas reports, ratings, etc)
99

100

50
101

questions
about

102

51
103

• good referencing and formatting

mattersthe guidelines
• follow moodle
• on
consult deaki referencing
for help
online harvar
n style
guide
• on d
include all your sources in the
reference
final
(and
list don’t forget to cite the ad)
Westpac Banking 2 0 1 8 , ‘ Help. It’ s what Australians
do. ’ , Westpac Banking, YouTube, 1 7 April, retrieved 1 5
January 2 0 2 0 ,
< https: / / www. youtube. com/ watch? v= lCquhPH- WwI>

104

52
105

• have you finished afinal of

the draft
report?
• identified key and/or issue
to
thebe addressed in each
concepts s
• section?
linked these issues to advertising
campaign
the and/or product ?
• collated category
research ?
(sources: > 1 scholarly
your databaseand
>4 govt, industry, trade, etc)

106

53
 • each section should use relevant
concepts and
models
• be guided by the textbook
unit learning
and
materials
• comprehension of concepts
b evident in how you use
should
apply
e and
them
107

108

54
109

110

55