Chapter 12 - Media Channels Flashcards
What is a media strategy
A media strategy „involves analysing and choosing media for an advertising and promotions campaign“ it is thus “the firm’s plan regarding the media that it will utilize in an IMC campaign”
Advantages/Disadvantages of TV
Advantages :
=> high reach (many consumers)
=> high frequency potential
Disadvantages :
=> many competitors ads (=clutters)
=> Consumer can switch channel
=> high costs
Advantages/Disadvantages of Radio
Advantages :
=> promotes recall
=> Narrow target market (radio program)
Disadvantages :
=> Short exposure time
=> low attention
=> no visuals
Advantages/Disadvantages of outdoor ads
Advantages :
=> Geographic targeting + close to shop
=> Low cost / view
=> Interactive
Disadvantages :
=> Short exposure / messages
=> No segmentation possible (everybody
views it)
Advantages/Disadvantages of print
Advantages :
=> Great segmentation (by magazine)
=> Create knowledge (read during leisure, longer attention; longer texts)
=> Credible & audience interest
Disadvantages :
=> Declining readership (online competition)
=> High cost
=> Short life span
Advantages/Disadvantages of online
Advantages :
=> High reach (also viral effects!!)
=> Easy targeting possible
=> Low cost (partly authentic, WOM!)
=> Promote purchase
Disadvantages :
=> Short life span
=> Effects depend on specific medium
Discuss the considerations involved in developing logical media combinations
Media choices are interrelated and need to be consistent to create synergies
Media multiplier effect
=> Downsides of one attenuated by other
=> Three exposures significantly increase recall (especially in different media)
=> Exposures in different sources enhance credibility
Be familiar with several advertising metrics that are commonly used in media planning
=> reach
=> frequency
=> Opportunities to see
=> ratings
=> costs
=> Gross impression
reach advertising metric
Number of units in a target audience exposed to a media vehicle at least once during a specified time period (usually 4 weeks)
frequency advertising metric
Average number of times an individual, household, or business is exposed within a specified time period
Opportunities to see advertising metric
Cumulative potential exposures in a given time period
ex: 3 ads on TV that is televised weekly produces 12 OTS (3 shows x 4 weeks)
ratings advertising metric
Percentage of a target market that is exposed to a medium
costs advertising metric
Cost per mille (CPM) or cost per thousand impressions
=> Allows for easy comparisons across vehicles and even media
gross impression advertising metric
Total exposures of an audience to an advertisement
ex: If ad was shown 4x on TV, audience 2 million à total gross impressions = 8 million
An effective media strategy must affect ?
=> brand recall
=> recognition
=> liking
Why attention is important ?
because during the same clutter (=sequence) there is the presence of our competitor’s ads
=> Overload makes it difficult to remember
=> Interferes with ad message, creates overload
=> Consumers may even remember the competitor product with the advertised features for own product
attention tactics for TV
Length
=> With increasing length, it becomes more likely that consumers will notice the ad
Fast cuts
=> Fast cuts (quickly changing images) can increase attention, but make it more unlikely that consumers will recall the brand
Mystery
=> Builds up story, mentions brand only at the end
attention tactics for radio
Length/format/consumer
=> Slice-of-life capture consumers‘ attention best
attention tactics for print advertisement’s
Size / color
=> The more color and the space is used, the more likely it is that consumers will pay attention to the ad
content
10 attention-getting features, of which the picture must have at least one feature
Headline
10 attention-getting features for print advertisement’s
- eyes
- baby
- erotic
- celebrity
- beautiful scene
- danger-suspens scene
- cultural icon
- Bright color
- Simple object on white space
- Incongruous object
Headline for print advertisement’s
complete :
=> Includes brand & benefit (make sure consumers get information and brand)
=> Takes conversation form of:
- an announcement
- a testimonial statement (endorsement)
Lead-in headline
=> Promise benefit but (often) doesn‘t tell which brand delivers it & makes you want to read body text
=> Takes conversation form of:
- an instruction (how to…)
- a question
- a curious word, phrase, or clause
=> work best for high involvement products
=> Typically shows the brand very small
=> Makes you want to read why this is a lemon
=> Spurs curiosity
attention tactics for outdoor advertisement’s
- Location
- Structure
=> Descriptive or Interactive ?
- Customers
=> Who is the person you catch the attention (driver or pedestrian?)
Location attention tactics for outdoor advertisement’s
- Overhead Pass, Line of driving
=> Placing ads overhead is mainly grab the attention of the driver
- Stand-alone Outdoor
- Bus / Taxi
=> Ads on buses and taxis are more likely to be considered by drivers, than by pedestrians
- Bus-Stop
=> Physical interactions possible => Time available => Geographical segmentation => High reach => Low costs
