13

Integrated Brand Communication

Programs: Broadcast, Print, and
Support Media
 Last Lecture

• Media Planning and Strategy

 Television Pros and Cons
Advantages Disadvantages
Mass
Mass coverage
coverage Low
Low selectivity
selectivity

High
High reach
reach Short
Short message
message life
life

Impact
Impact of
of sight,
sight, sound
sound High
and High absolute
absolute cost
cost
and motion
motion

High
High prestige
prestige High
High
High production
production
production cost
cost
cost

Low
Low cost
cost per
per exposure
exposure Clutter
Clutter

Attention
Attention getting
getting

Favorable
Favorable image
image
 Radio Pros and Cons
Advantages Disadvantages
Local
Local
Local coverage
coverage
coverage Audio
Audio only
only

Low
Low cost
cost Clutter
Clutter

High
High frequency
frequency Low
Low attention
attention getting
getting

Flexible
Flexible

Low
Low production
production cost
cost

Well-segmented
Well-segmented audience
audience
 Newspaper Pros and Cons
Advantages Disadvantages
High
High coverage
coverage Short
Short life
life

Low
Low cost
cost Clutter
Clutter

Short
Short lead
lead time
time for
for Low
Low attention
attention getting
getting
placing
placing ads
ads
Ads
Ads can
can be
be placed
placed in
in Poor
interest Poor reproduction
reproduction quality
quality
interest sections
sections

Timely
Timely (current
(current ads)
ads) Selective
Selective reader
reader exposure
exposure

Reader
Reader controls
controls exposure
exposure

Can
Can be
be used
used for
for coupons
coupons
Island Ads Break Through Clutter
 Magazine Pros and Cons
Advantages Disadvantages
Long
Long lead
lead time
time for
for
Segmentation
Segmentation potential
potential ad
ad placement
placement

Quality
Quality reproduction
reproduction Visual
Visual only
only

High
High information
information content
content Lack
Lack of
of flexibility
flexibility

Longevity
Longevity

Multiple
Multiple readers
readers
Magazines Targets Professions or Industries
The Role of Support Media

To
To reach
reach those
those people
people in in the
the
target
target audience
audience that
that primary
primary
media
media (TV,
(TV, print,
print, etc.)
etc.) may
may not
not
have
have reached
reached and
and toto reinforce,
reinforce,
or
or support,
support, their
their messages.
messages.
 Examples of Traditional Support Media

Outdoor
Outdoor Advertising
Advertising

Aerial
Aerial Advertising
Advertising

Mobile
Mobile Billboards
Billboards
Traditional
Traditional
Support
Support In-store
In-store Media
Media
Media
Media
Promotional
Promotional Products
Products

Yellow
Yellow Pages
Pages

Other
Other Media
Media
Outdoor Advertising Goes Beyond Two Dimensions
Blimps Carry the Message High and Wide
Trucks Become Billboards on Wheels
Transit Advertising Media

Platform
Platform
Posters
Posters

Station
Station Terminal
Terminal
Posters
Posters Posters
Posters

Inside
Inside Outside
Outside
Cards
Cards Posters
Posters
Miscellaneous Outdoor Media Include Car-Tops
Terminal Posters Gain Attention
Types of In-Flight Advertising

Magazines
Magazines Catalogs
Catalogs

Radio
Radio Videos
Videos
 Nontraditional Support Media

Product
Product
Placements
Placements

Product
Product
Others
Others Integration
Integration
Branded
Branded
Entertainment
Entertainment
Ad-Supported
Ad-Supported Advertainment
Advertainment
VOD
VOD

Content
Content
Sponsorship
Sponsorship
http://www.youtube.com/watch?v=vo5cZhfsP2Y
 Branded Entertainment
Advantages Disadvantages
High
High Exposure
Exposure High
High Absolute
Absolute Cost
Cost
High
High Frequency
Frequency Time
Time of
of Exposure
Exposure
Media
Media Support
Support Limited
Limited Appeal
Appeal
Source
Source Association
Association Lack
Lack of
of Control
Control
Economy/High
Economy/High Recall
Recall Public
Public Reactions
Reactions
Bypass
Bypass Regulations
Regulations Competition
Competition

Viewer
Viewer Acceptance
Acceptance Negative
Negative Placements
Placements

Targeting
Targeting Clutter
Clutter
 Miscellaneous Other Media

Parking
Parking lot
lot
ads
ads

Videogame
Videogame Bathroom
Bathroom ads
ads
ads
ads

Place-based
Place-based
Others
Others media
media
 Next Lecture

• Integrated Brand Communication Programs

– Direct Marketing
– The Internet
– Sales Promotion