Traditional

Media Channels
Chapter 8

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 Chapter Objectives
1. What activities are involved in creating a
media strategy?
2. How do roles played by media planners and
media buyers differ from others in the
marketing department?
3. What are reach, frequency, continuity,
impressions, and CPM?
4. What are the advantages and disadvantages
of the various forms of traditional media
used in advertising?
5. Why is the mix of media a key part of an
advertising campaign?

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 M & M’s
• Spanish Civil War – Spain
• United States – 1941
• Television advertising
• Print advertising
• Popularity of M&M characters
• September 11, 2001 package
• Charitable causes
 Special Olympics
 Susan G. Komen Breast Cancer

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 Chapter Overview

• Nature of media strategy

• Media planning
• Media buying
• Media choices
• B-to-B and international media
selection

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 Media Strategy

The process of analyzing and

choosing media for an advertising
and promotional campaign.

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Components of a Media Plan

• Marketing analysis
• Advertising analysis
• Media strategy
• Media schedule
• Justification and summary

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

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 Media Buyer
• Works closely with media planner

• Purchases media time and space

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 Media Terms
• Reach
• Frequency
• Opportunity to see (OTS)
• Gross rating points
• Cost per thousand (CPM)
• Cost per rating point (CPRP)
• Ratings
• Continuity
• Impressions

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Ad Campaign Continuity

• Continuous campaign

• Pulsating campaign

• Flighting campaign

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• Intrusion value
• Clutter
• Effective frequency and Effective reach
• Objective
 Increase brand recognition – visual important
 Increase brand recall – frequency important
• Size, placement, length of ad
• Number of media used

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• Attention is selective and focused
• Impact dissipates over time
• Maximize exposure
 Run ads over longer period of time
 Place ads in multiple outlets
• Business-to-business

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Traditional Media Selection

• Broadcast media
 Television
 Radio
• Outdoor
• Print media
 Magazines
 Newspapers

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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 • Brief message
local ads • Limited
• Low cost per segmentation
impression • Cluttered travel
• Broad reach routes
• High frequency

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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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 Media Mix
United States

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

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 B-to-B
Advertising
• Shift in media buys
 56% 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
• Television – 25.4%
• Radio – 6.7%
• Outdoor – 3.0%
• Magazines
 Business publications – 26.0%
 Consumer magazines – 11.5%
• Newspapers – 18%
• Internet – 9.6%

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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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