Media Selection

• To whom should the advertising be directed?

• Where do these people live?

• What media should be used?

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Developing Media Plans

• Performing a market analysis

• Establishing media objectives

• Developing Media Strategies

• Selecting the media mix

• Determining target market and geographic coverage

• Scheduling the media

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Table 12.1 Media Characteristics

 Media Type Advantages Disadvantages

NewspapersShort lead time for placing ads Low cost Good coverageCan be used for coupons

Short life spanWasted coverageClutterPoor reproduction quality

MagazinesQuality reproductionLong life span Audience selectivity High information content“Pass along” value

Long lead time for ad placementHigh production costsLack of flexibility

RadioPersonalLow costFlexibilityLow production costsAudience selectivity

Lack of visual appealFleeting messageClutter

 

TelevisionLarge audienceHigh impact of messageLow cost per exposureHigh credibility

High absolute costHigh production costsFleeting messageClutterLow selectivity

Direct MailHigh selectivity/low wasted coverageEasily evaluatedHigh information contentShort lead time

Poor imageClutterHigh cost per contact

Outdoor and TransitLow cost per exposureHigh repetitionTarget location

Wasted coverageLegislation/local restrictionsLong lead timeLack of flexibility

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Essentials in Media Selection

• Market focus• Media focus• Periodic media update• Establish media effectiveness guidelines• Advertising by objective• Coordinate advertising with marketing campaigns• Develop a sound advertising budget• Plan around media pollution• Coordinate local and national efforts• Use a variety of media• Keep accurate files

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Approaches to Media Scheduling

• Continuous Advertising – keeping the amount of advertising relatively constant over time

• Flighting Media Scheduling – use spurts and stops; blitz periods with no advertising in between

• Pulsing Advertising – constant low level of advertising with periodic spurts/blitzes

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Advertising Media

• Print Media – newspapers and magazines

• Broadcast Media – television and radio

• Direct Mail• Support Media – outdoor, brochures, and

collateral materials

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Newspapers

• Advantages– Short lead time– Low cost– Good coverage– Can use coupons

• Disadvantages– Short life span– Wasted coverage– Clutter– Poor reproduction

quality

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Magazines

• Advantages– Good quality

reproduction– Long life span– Audience selectivity– High information

content

• Disadvantages– Long lead time– High production costs– Lack of flexibility

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Techniques for Successful Print Advertising

• Attract consumer’s attention with headline• Use visual components (artwork, graphics)• Keep layout and copy simple and

straightforward• Make use of coupons• Don’t hesitate to reuse successful print ads

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Radio

• Advantages– Personal– Low relative cost– Flexibility– Low production costs– Audience selectivity

• Disadvantages– Lack of visual appeal– Fleeting message– Clutter

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Techniques for Successful Radio Advertising

• Keep message simple; listeners often engaged in other activities

• Music should be kept simple/memorable• Ad should suggest immediate action• Ad should talk directly to consumers in language

and tone they will understand• Copy should make listener visualize the product

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Selecting Radio Spots

• Determine the number of spots

• Decide the days the spots will be broadcast

• Determine the times of day the spots will be broadcast

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Production Guide for a 60-second Radio Commercial

Introduction5 to 10 seconds

Commercial Copy30 to 40 seconds

Recap of Pertinent Points5 to 10 seconds

Musical Logo5 to 10 seconds

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Television

• Advantages– Large audience– High impact of

message– Low cost per exposure– High credibility

• Disadvantages– High absolute cost – High production costs– Fleeting message– Clutter – Low selectivity

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Techniques for Successful Television Advertising

• Visual aspect of commercial must convey the message to the consumer

• Ad must capture viewer’s attention immediately

• Ad should stay with one idea and repeat it

• Ad should accurately project the image of the firm

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Direct Mail

• Advantages– Highly selective– Low wasted coverage– Easily evaluated– Short lead time– High information

content

• Disadvantages– Poor image– Clutter– High cost per contact

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Techniques for Successful Direct Mail

• Must capture consumer’s attention

• Layout and copy should be personal and not too complicated

• Successful direct mail pieces should be repeated

• Should be creative

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Outdoor Advertising

• Advantages– Low cost per exposure– High repetition– Ability to target

location

• Disadvantages– Poor audience

selectivity/high wasted coverage

– Local legislation and restrictions will vary

– Long lead time– Lack of flexibility

Internet and Web Advertising

• Low cost per exposure

• Easy to monitor click through impressions

• Can be highly targeted

• Short lead time• Search engine

optimization

• Clutter• Low target market

selectivity of some web sites

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Specialty Advertising

• Advantages– Retention– Selectivity– Low cost

• Disadvantages– Image– Clutter

© 2010 John Wiley & Sons, Inc.