ADV 160 Media PDF

Preview

Summary

Media paid ...

Description

Selecting media: paid Medium (media) vs. vehicle -

Definition of medium

Classes of media -Paid -Owned -Earned Paid media - Tv - Radio - Newspaper - Magazines - Yellow pages - billboard /out of home - Digital display - Mobile It rates 2nd in consumer perception of influence on purchase decisions behind word of mouth (probably bc you can see the product, hear it, see it being used)

Television - Consumer perception of influence 1. Word of mouth 2. Tv 3. Coupons 4. Newspaper inserts 5. Read article Tv types - Network - Syndicated (ex; like you can see “Friends” on different channels - Spot (local) - Cable - Satellite - IPTV - On-demand

TV 1. 2. 3. 4. 5. 6. 7.

ADVANTAGES Most persuasive Mass reach Selective reach Sight, sound, motion Intrusive Media flexibility Creative flexibility

1. 2. 3. 4.

DISADVANTAGES High cost Ad clutter Competing w/viewers environment- commercial breaks, doing other things Multiple exposers are required’

Radio - 99% of adults MORE IN PICS Radio types - Network - Spot - Satellite - Digital Radio - ADVANTAGES 1. Targeting 2. Cost efficiency 1. 2. 3.

DISADVANTAGES ADVERTISING EXPOSURE NON- VISUAL NON- INTRUSIVENESS

Newspapers - Most of our news consumption is still coming from newspapers- 35% Newspapers - Past decades

NEWSPAPERS - ADVANTAGES 1. GOOD REACH 2. SHOPPING COMPARISON 3. GEOGRAPHIC TARGETING - WALL STREET JOURNAL - NEWSDAY 1. 2. 3. 4.

DISADVANTAGES DECLINING QUALITY PERCEIVED EDITORIAL BIAS POOR COST-EFFICIENCY AD CLUTTER

MAGAZINES - 91% of all adults read magazines - Digital versions available MAGAZINE TYPES - CONSUMER - FARM - BUSINESS TO BUSINESS ADVANTAGES 1. COMMUNICATION 2. LONG ISSUE LIFE 3. TARGETING 4. CONTEXT 5. PROMOTION 6. PRESTIGE 7. ENHANCED MEDIA MIX DISADVANTAGES 1. SELECTIVE PERCEPTION 2. SLOW TO BUILD REACH 3. LACK OF IMMEDIACY 4. COST EFFICIENCY YELLOW PAGES - FORM OF CLASSIFIED ADVERTISING - PRINT OR ONLINE - TARGET BY LOCATION

BY DEMOGRAPHICS - SILVER PAGES

ADVANTAGES - CONSUMER SELECTION *** - MEASURABLE RESPONSE - LOW COST DISADVANTAGES - CLUTTER - INFREQUENT USAGE OUTDOOR BILLBOARDS/OUT OF HOME - BELIEVED TO BE THE OLDEST FORM OF ADVERTISING - LARGEST FORM OF OUTDOOR FORMAT -

BILLBOARDS BUS SHELTERS SUBWAY CARS BENCHES

ADVANTAGES 1. CHANGEABILITY 2. NOTICEABLE 3. LARGE AUDIENCE POTENTIAL 4. GEOGRAPHIC FLEXIBILITY 5. ETHNIC GROUP TARGETING 6. LIGHTING 7. EFFECTIVENESS DISADVANTAGES 1. GLANCE MEDIUM 2. DISTORTED SIZE PERCEPTION 3. OBSTRUCTIONS 4. PROBLEMATIC CREATIVE 5. ENVIRONMENTAL CRITICISM DIGITAL DISPLAY - 81% OF CONSUMERS CONDUCT INFO SEARCHES ONLINE PRIOR TO MAKING A PURCHASE IMPORTANT ASPECT

-

TARGETING CAPABILITIES - BEHAVIORAL TARGETING - PROGRAMMATIC ADVERTISING

TYPES - ONLINE VIDEO - ONLINE SEARCH - SOCIAL MEDIA ADVANTAGES 1. EASY TO MEASURE IMPACT - CTR 2. FLEXIBILITY 3. TARGET MESSAGE 4. REACH DISADVANTAGES 1. CONSUMER IRRITATION 2. CONFUSION 3. NONSTANDARD METRICS (no stranded way to measure it, own companies have to do it for themselves) 4. COMPETITION IS A CLICK AWAY *** PAID MOBILE - 77% OF AMERICAN ADULTS OWN A SMARTPHONE - 95% OF AMERICAN ADULTS OWN A CELLPHONE - INCLUDES: DISPLAY ADS, VIDEO, SEARCH ADVANTAGES 1. LOCATION TARGETING 2. DIRECT CONSUMER RESPONSE DISADVANTAGES 1. PRIVACY 2. CONSUMER IRRITATION...