TOPIC 5

Media Planning:
Newspapers, Magazines, TV, & Radio
By Le Vu Lan Oanh
Content

Newspaper 1
Magazine 2

Television 3

Radio 4
 Present & future
of traditional mass media
There are certain objectives advertising can achieve--namely creative
goals--only with these traditional mass media that digital, social, and
mobile media cannot match.

Fundamentals of advertising, branding, and consumer behavior

remain crucial to understand.

The right solution is often to BLEND traditional and new or digital

media.
 Newspapers

Newspaper VS Digital Newspaper

❑ Unlimited segmentation.
❑ Geographic selectivity.
❑ Creative freedom.
❑ Timeliness.
❑ Uncluttered environment.
❑ Creative opportunities.
❑ Long life.
❑ Credibility.
❑ Audience interest and
demographics.
❑ Low-cost alternative.
 Categories of advertising
Set it off from the news content of the paper by using the
standard components of a print ad.
Display advertising Ex: Co-op advertising (brand local & newspaper)

Folded into the newspaper before distribution.

Preprinted insert: Advertisement delivered to the
Inserts newspaper fully printed and ready for insertion into the
newspaper.
Free-standing insert (FSI): Contains cents-off coupons for
a variety of products.

Classified advertising Appears as all-copy messages under categories.

 Future of newspaper
❑ Depends on its ability to evolve.
❑ Hyper-localism: Opportunity of newspapers to be
the only source for local news.
❑ Pay-for-inquiry advertising model: Payment is based
solely on the inquiries an advertiser receives in
response to an ad.

Newspapers will have to:

❑ Provide in-depth coverage of local issues and
expand their role in hyper-localism.
❑ Provide some coverage of national and
international news.
❑ Pursue a pay-for-inquiry advertising model.
❑ Provide follow-up reports of news.
❑ Provide consumers the option of shopping through
an online newspaper computer service.
 Magazines

Readership has stabilized on the print side and is

growing through digital devices.
Must synergize with digital apps and platforms to stay
competitive.
Factors influencing the future of magazines:
❑ Adapting to new media options.
❑ Making the products advertised in the publication
available for sale online.
 Magazines

Magazine
Advantages Disadvantages

❑ Audience selectivity ❑ Limited reach and frequency

❑ Audience interest ❑ Clutter
❑ Creative opportunities ❑ Long lead times
❑ Long life: Pass-along ❑ Cost
readership
How Will Digital/Social Media Change
Magazine Advertising?
 Categories of television
Network TV Local TV
Broadcasts programming over airwaves Programming other than the network
to affiliate stations across the country broadcast that independent stations and
under a contract agreement. network affiliates offer local audiences.

Cable TV Satellite TV
Transmits a wide range of programming Programming transmitted to audiences via
to subscribers through wires. satellite transmission.
▪ Invest in original programming. Closed circuit: Version of satellite transmission
▪ Huge potential revenue from video on with a difference in technology for delivery.
demand (VOD).
Television syndication
Web/Tablet/ Original programming or programming that first
appeared on network TV.
Smartphone TV Rebroadcasted with pending distribution on the
Internet.
 Television

Advantages Disadvantages
❑ Fleeting message.
❑ Creative opportunities.
❑ High absolute cost.
❑ Coverage, reach, and repetition.
❑ Poor geographic selectivity.
❑ Cost per contact.
❑ Poor audience attitude and
❑ Audience selectivity: Narrowcasting attentiveness.
(Development and delivery of
specialized programming to well- Channel grazing: Avoiding
defined audiences). commercials by changing channels
when an ad is being broadcasted.
Digital video recorders
(DVRs): Storing TV programming in a
computer hard drive.
❑ Clutter.
 Measuring television audience
❑ TV households: Estimate of the number
of households that are in a market and
own a TV.
❑ Households using TV (HUT): Measure of
the number of households tuned to a TV
program during a particular time period.
Why are those shows the most expensive to buy an ad
for?
.....AUDIENCE SIZE/REACH/RATINGS.
Program rating: Percentage of TV households that are
in a market and are tuned to a specific program during
a specific time period.
Ratings point: Indicates that 1 percent of all the TV
households in an area were tuned to the program
measured.
Share of audience: Measure of the proportion of
households that are using TV during a specific time
period and are tuned to a particular program.
 Future of television

❑ Influence of technology and the emerging digital

interactive era will affect TV as an advertising
medium.
❑ Broadband is used by advertisers to send persuasive
communications.
❑ Media companies consolidate in the industry to
control the programming content.
❑ Convenience, low cost, and diversity of programming
make TV an ideal medium for consumers.

Radio
networks
Deliver programming
via satellite to affiliate
stations across the
country.
Radio
syndication
Provides complete
programs to stations on
a contract basis.
Categories of Radio
AM
Radio stations transmit using
amplitude modulation.
Focus on local community
broadcasting formats that do not
require high-quality audio.
FM
Radio stations transmit using
frequency modulation.
Transmission is of a much higher
Satellite radio. quality.
Broadcast is available via the Web and
Internet/mobile radio. through smartphones.
Types of advertising

Local spot radio advertising: Advertising

placed directly with individual stations.

Network radio advertising: Advertising

placed within national network programs.

National spot radio advertising: Offers an

advertiser the opportunity to place
advertising in nationally syndicated radio
programming.
Radio/Satellite/Digital Radio

Advantages Disadvantages
Cost Poor audience
Reach and frequency attentiveness
Target audience Creative
selectivity limitations
Flexibility and Fragmented
timeliness audiences
Creative opportunities Chaotic buying
Goes well with Digital procedures
 Future of Radio

❑ Subscription satellite radio is a huge advantage

along with the increased audio quality.
❑ Will be affected by emerging technologies.
❑ Consolidation in the traditional radio market
provides opportunities and liabilities for
consumers and advertisers.
❑ Convergence with digital or social media.