Media Channels

Types of Media
8-1
 Print Media

• Newspapers
-Daily
-Weekly
-Sunday
-Weekend Supplement
-Magazines (Consumer magazines &
Business Publications)
-Direct Advertising
8-2
 Broadcast media

• Radio
• Television
• Narrow-cast media
(Video and cable TV, Cinema, ad films)

8-3
 Other Medias

• Outdoor media
• Speciality media:T-shirts, buttons, Caps,
stickers, badges etc
• Direct Advertising or Direct
marketing
• Internet: Media of the new Milleneum

8-4
What Makes Effective Advertising?

Consumer’s
Sound
View Persuasive
Strategy

Effective
Advertising

Break Deliver on Doesn’t

Clutter Promises Overwhelm
Achieving Advertising Objectives

Media Terms

• Reach
• Frequency
• Gross rating points
• Ratings
• Continuity
• Impressions

8-6
 Media Selection
Percentage who indicated they were “very attentive”
to brand messages by various media

• Word-of-mouth 63%
• Sampling 45%
• In-store 32%
• Mass media 27%
 TV, Radio, Newspapers, Magazines, Outdoor
• Sponsorship 23%
• Alternative media 18%
 Viral, guerrilla, etc.
• Public relations 15%
• Online 10%
• Direct mail 7%

Source: David Kaplan, “Study: Masses Still Tuned in to Mass Media,” Adweek, Vol. 44, No. 42 (October
27, 2003), p. 12.
8-7
Traditional Media Selection

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

8-8
 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

8-9
 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.

8-10
 Cost of a 30-second Ad
and Nielsen Rating

Cost Nielsen
TV Show 30 Second Ad Rating

• American Idol $658,333 16.2

• Survivor $412,833 10.8
• CSI: Miami $374,231 10.0
• Everybody Loves Raymond $315, 850 9.8
• Two and a Half Men $249,017 9.6
• Law and Order $227,500 8.3

Sources: “Average Price of a 30-second Ad for Fall 2004,” The Futon Critic,
Http://www.thefutoncritic.com, March 29, 2005; “Nielsen Media Research Top 20,”
Http://tv.yahoo.com/nielsen, March 29, 2005.

8-11
 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

8-12
 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

8-13
 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

8-14
 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

8-15
 Media Mix - United States

Internet,
5.3%
Magazines,
20.9%
Television,
47.2% Radio, 3.0%
Outdoor,
2.2%
Newspapers
, 21.4%

Source: “100 Leading National Advertisers,” Advertising Age (June 29, 2004), pp. 1-5.

8-16
 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%

8-17
 Media Selection
International Markets

• Media importance varies

• Media viewing habits vary
• Media buying is different
• Cultural mores vary

8-18