Mp+ +b +chapter+15
Download as PPTX, PDF0 likes506 views
The document discusses the strengths and weaknesses of various traditional media channels, including television, radio, magazines, newspapers, and outdoor advertising. For each medium, it provides an overview of key metrics like reach and viewership, as well as advantages related to targeting, cost, and creative flexibility. It also outlines disadvantages such as declining audience, high costs, and inability to convey complex messages. The overall document serves as a reference to compare traditional media outlets and evaluate them for different advertising objectives.
Mp+ +b +chapter+15
- 1. Traditional Media CHAPTER 15 Media Planning & Buying in the 21st Century
- 2. Agenda Purpose: to review strengths & weaknesses of traditional media Broadcast and cable television Radio Magazines Newspapers Outdoor Media Planning & Buying in the 21st Century
- 3. Television: Sight, Sound, Motion & Emotion?
- 4. Television Media Planning & Buying in the 21st Century
- 5. Television Overview TV Penetration - 99% 68% Cable 17% ADS 1685 television stations Network O&Os Network affiliates Independents Cable Television 129 national & regional networks 10,000+ systems & interconnects Reach Potential 90% watched “yesterday” 4.2 hours spent
- 6. Television Advantages 99% watch, average 4+ hours/day Broadcast and cable = thousands of programs Broad or selective audiences High potential impact Intrusive Multi sensory - Sight, sound, motion, emotion Imagery Geographic flexibility – from national to local Disadvantages Broadcast ratings declining Cost Clutter Media Planning & Buying in the 21st Century
- 7. Cable Television Advantages Disadvantages More cost efficient Low ratings than broadcast network More original programming. Targeted audiences Reporting is inadequate Over 100 channels to choose Buy targeted local schedules Local cable interconnects and cable systems are high cost (CPM)
- 8. Radio: “Theatre of the Mind”?
- 9. Radio Overview Over 10,000 radio stations A format for almost everyone - Musical tastes - News/Talk - Sports - Special interest - Ethnic
- 10. Radio Media Planning & Buying in the 21st Century
- 11. Radio Advantages - Demographic targeting via different radio formats - Build high frequency with select stations’ audiences - Geographic & timing flexibility - Lower CPMs and out of pocket cost than TV - Reach impulse buyers in cars - Stations’ on air talent, promotion & merchandising - Low commercial production costs Disadvantages - Audience fragmentation with 10,000+ stations - Many stations required to achieve high reach - Background medium - lower attention levels - Lack of visual communication - Smaller geographic coverage area than TV
- 12. A magazine for every interest. Media Planning & Buying in the 21st Century
- 13. Gone Media Planning & Buying in the 21st Century
- 14. Today Media Planning & Buying in the 21st Century
- 15. Today Media Planning & Buying in the 21st Century
- 16. Today Media Planning & Buying in the 21st Century
- 17. The Largest Magazine in America Media Planning & Buying in the 21st Century
- 18. The Trade Press Media Planning & Buying in the 21st Century
- 19. Magazines Advantages 17,000 magazines = magazines for every interest Selective or broad reach (consumer & B2B) Potentially relevant editorial context - enhance interest Demographic, geographic editions Positioning - covers, editorial context Good for considered purchases, coupons, promotions Creative Flexibility- ad units: size/color, inserts, etc. Enhance media mix (e.g., reach lighter viewers, etc.) Disadvantages Selective perception (easier to skip ads) Build reach slowly Lack of immediacy Long lead closings
- 20. Introduction to Newspapers Media Planning & Buying in the 21st Century
- 21. Newspapers: reach buyers when they are shopping. Media Planning & Buying in the 21st Century
- 22. Newspaper Overview A few “national” Newspapers USA Today, WSJ, NY Times, Washington Post, etc. On line editions Mostly Local Morning - 787 Evening - 690 Sunday - 917 Weekly - 6704 140+ per DMA Specialized Newspapers Growth of Hispanic press Decline in African American press Proliferation of “Alternative” newspapers
- 23. Newspaper Overview Newspaper Trends Circulation continues decline, especially among younger to people Nonetheless, 60% of adults “read a newspaper yesterday” But rate differential has prevented growth in national advertising What is the future-- as newspapers are no longer able to provide “news” in a timely manner vs. TV, radio, internet??? Many types of availabilities Run of Paper/section of paper Free Standing Inserts Sunday Supplements, comics, poly bags, classified Newspaper Rate Cards National Rates - for National Advertisers Retail Rates - for Local Market Businesses Display Advertising Sold by column inch, e.g., 4 column x 10 inch ad = 40 col. inches x rate/inch = Cost
- 24. Newspapers Advantages - Generally 60%+ market coverage - Newspapers referred to for prices among people “in market” - Sense of immediacy/“buy now” - In market shoppers/save retail ads of interest - Many availabilities - ROP, comics, supplements, inserts, poly bags - Local market and zone edition flexibility - Short closing dates Disadvantages Broad, older audience - not as selective as other media - High out of pocket cost and CPM (eg, $5 million+ for fullpage on Sunday in top 100 markets - National rate discrimination persists - Variable production quality
- 25. Retail Role of Newspapers Media Planning & Buying in the 21st Century
- 26. Direct Mail Advantages - Maximum ability to target customers/prospects - Direct response - Flexible message - to communicate whole story - Highly suited to promotions & offers - Right list & mailing package - high response rate Disadvantages - Cost, cost, cost - very high CPMs vs. traditional media - Quality of mailing lists varies widely - Many programs generate low response/lose money - Mail clutter & consumer resistance
- 27. Out of Home Creative Use of Outdoor Media Planning & Buying in the 21st Century
- 28. Outdoor Advantages - 96%+ reach potential - High frequency opportunity - Geographic targeting within DMAs - Research: good for simple awareness - Creative flexibility - bulletins, 30/8 sheet posters, transit Disadvantages - Limited communication opportunity/simple message - Large investment necessary for “campaign” - Availabilities more limited in upscale areas
- 29. Example of Media Selection Criteria Internet Audience Mass Selective Frequency Geo Flex Cost Hi Invest Low CPM Impact Intrusive Sensory Information TV Radio Mags Newspaper Outdoor Mail
Editor's Notes
- #5: People still spend more time watching television than almost any form of human activity
- #11: Radio has always considered television as its major competitor for ad dollars. Here is an example of a radio promotion piece selling the benefits of radio advertising over TV– in this case lower costs and efficiency.
- #13: Over time the magazine industry has become more and more an industry of thousands of special interest magazines. Sports car magazines like Road & Track. Men’s Health, Weight Watchers. Architectural Digest. Entrepreneur.
- #14: Gone are the mass magazines of the past. In the 70s magazines like Life, Look, and the Saturday Evening Post were the leading magazines in the country. General interest, mass magazines. Now they are gone, replaced by special interest magazines, some small, some large
- #16: Special interest magazines specializing in beauty and high fashion
- #18: Replaced by magazines like AARP which has over 24 million circulation and over 35 monthly “readers” as measured by MRI
- #19: There are many thousands of trade publications who publish weekly to monthly publications for specialized business audiences. Horizontal trade publications generate audience by function, e.g., purchasing managers, in many different industries. Vertical trade publications are written for specific industries like the printing industry above.
- #26: Most advertising in newspapers is “retail.”