L1 - Ad and Media Trends Flashcards

1
Q

What is the problem with attention-grabbing ads?

A

Often the attention-grabbing ad fails recall tests for the product or its attributes (i.e. Dumb Ways To Die).

The ad is important but the decisions as to:

  • Who sees it?
  • Where/how?
  • How often?
  • When (eg season of year, time of week, time of day etc)?
  • How much the campaign costs?
  • How much you competitor is spending… etc etc?
  • Does it work – ie achieve the desired response?
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2
Q

The Media Function - Key trends

A
  • Demand for efficiency and effectiveness (measureable)
  • Proliferation of media (and increasing)
  • Convergence
  • Complementarity
  • Interactivity
  • Engagement
  • Creativity
  • Unprecedented audience fragmentation
  • Financial risk inherent in media buying
  • A complex environment - media buyers in future will be dealing with media outlets that don’t exist today.
  • Excitement and uncertainty!
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3
Q

The Media Function

A

Unbundling: establishment of agency media departments as independent units apart from their traditional role in full service agencies.

Controversial trend: should media planning and buying be separated? Degree of coordination between creative and media strategies

Key roles of the media function

  • Media/communication Planning
  • Media research
  • Media Buying
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4
Q

What’s the goal of an ad?

A

Change a behaviour (don’t drink and drive, buy this shampoo…)

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5
Q

Advertising and ad Media:

A
  • Advertising funds ‘free to air’ media and is its raison d’etre (what’s happening to FTA?).
  • This co-dependent relationship is illustrated by the structure of media and advertising companies-every media company (e.g., TV, radio) has advertising staff responsible for finding advertisers for the content and every ad agency has media staff, knowledgeable about targeted media.
  • There are critics of the relationship between media and advertising - regulation must occur because the public is also a stakeholder.
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6
Q

Media Characteristics

A
  • Media planners must select media options that best fit the marketing and promotional goals of individual clients.
  • To do this, media planning requires extensive knowledge of media characteristics, functions (both editorial and advertising) and measurement.
  • Strong relationship to the target market, product and benefit.
  • New, more sophisticated ways of measuring efficiency and effectiveness-not necessarily aiming to reach the target market at the lowest cost.
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7
Q

Media planning =

A

A series of decisions involving the delivery of messages to audiences

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8
Q

Media objectives =

A

Goals to be attained by the media strategy and program

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9
Q

Media strategy =

A

Decisions on how the media objectives can be attained

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10
Q

Media =

A

The various categories of delivery systems, including broadcast and print media

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11
Q

Media vehicle =

A

The specific carrier within a medium category (broadcast, print, digital and other vehicle)

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12
Q

Reach =

A

Number of different audience members exposed at least once in a given time period

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13
Q

Coverage =

A

The potential audience that might receive the message through the vehicle

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14
Q

Frequency =

A

The number of times the receiver is exposed to the media vehicle in a specific time period

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15
Q

Developing the media plan:

A
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16
Q

Media Plan Components:

17
Q

Players/Stakeholders in the Media Business

A
  1. Media Owners – organisations that run media and entertainment businesses
  2. Advertisers – commercial or non-commercial organisations seeking to communicate with target audiences
  3. Advertising and Media Agencies – provide creative and media placement on behalf of their clients (the Advertisers) (what are new trends here?)
  4. Audiences – Viewers, readers, listeners who consume media
18
Q

Above-the-Line (ATL) Media =

A

These are traditional mass media such as television, radio, newspapers and magazines

ATL media pay a commission to advertising or media agencies who place ads on behalf of their clients (advertisers)

The commission % is negotiated by the parties involved

19
Q

Below-the-Line (BTL) Media =

A

BTL media do not pay a commission to the advertising or media agency

For example, Direct mail, trade shows, catalogues and the Internet are BTL media

20
Q

Through-the-Line (TTL) =

A

The “line” refers to the commission line

Advertising campaigns should use media that are most effective, regardless of whether they are ATL or BTL

Through-the-Line is a term that refers to using both ATL and BTL initiatives together in the same advertising campaign to achieve an optimal IMC effect

21
Q

The job of media planning is …

A

To deliver the advertising message:

  • Cost-effectively
  • To the right target audience
  • At the right time and place
  • In the right quantity

Media Planning includes selecting appropriate media, purchasing media time and/or space and ensuring that the advertising runs as purchased (Donnelly, 1996)

Media costs account for 80 – 90% of the advertiser’s budget

22
Q

IMC =

A

Integrated Marketing Communications

An approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other.

23
Q

Media Planning, IMC and Marketing:

A
  • Media Planning delivers the IMC mix to the target consumer
  • Media planning contributes to advertising but also to the other IMC elements
  • Since IMC is part of the marketing mix, media planners should understand the bigger marketing context in which they are working and contributing to – target audience, strategic outlook, history, branding, competitors, PLC etc.
24
Q

Challenges facing Media Planners

A
  • Perception of advertising as ‘Clutter’
  • Advertising Avoidance (channel flicking etc)
  • Media Proliferation and Audience Fragmentation
  • Rising Media Costs
  • Shifting media consumption patterns among all people
  • Different terminology used across media
  • Difficulty in measuring media effectiveness
  • Insufficient information
25
What is (market) fragmentation?
Emergence of new segments (in a previously homogeneous market) which have their own distinct needs, requirements, and preferences. These fragments reduce the effectiveness of mass marketing techniques and erode brand loyalty.
26
Why is fragmentation a challenge for media and advertisers?
* To reach a significant audience one must consider and purchase advertising space in a range of **different** titles or programs and channels, **within each medium** such as magazines, television, radio, and across different media * Finite advertising spend must be stretched across many different media and titles or programs/channels within each media
27
Television now (fragmentation):
* Public broadcasters ABC and SBS (now with ads) * Free to air channels 7, 9, 10 with digital channels (multichannelling) and * Foxtel - many channels. **AND** * Dvds, movies on demand, internet television and videos, vodcasting, podcasting * And other activities/entertainments that have eroded the primacy of television.
28
What is convergence?
* A phenomenon in the digital era which means that **various different forms of communication and media technologies are coming together**, “converging”....can be found on the same platform –telecommunications, computing, internet, publishing, entertainment and news industry, other services (banking/governance etc) . * We play games and receive email on phone, newspapers or tv online, listen to music on computer etc.... * Enormous opportunities and challenges – **new business models**.
29
Convergence – media production and consumption come together:
* Not just **exist** on **same** **platforms** – access internet on your tv or watch tv on your computer or watch movies on yt mobile phone or pay bills by telephone, shop online.... * But also **we produce ‘content’** for this converged media world, interact with content, as well as consume content. We upload, we buy and sell, rate and get rated.
30
**Cross-platform** delivery (example):
The challenge for media and advertisers is to attract and engage audiences across various media platforms * **Tomb Raider** – game and movie * **Harry Potter** – books, films, toys, stationery, animation, games, amusement park rides, themed places.
31
Master Chef example:
* Television program – record audiences across different socioeconomic groups and ages. * Branded internet sites and content * Celebrities, magazines, books * Product placement * Supermarket ancillary marketing * Restaurant patronage (specific) * Interest in food/nutrition
32
Why has TV content changed to reach audiences in new ways?
* Audience fragmentation – disappearing audiences * Convergence * Need for interactive engagement * Lower production costs – few paid actors, no scripts * Product placement can overcome ad skipping * Social event television lures audiences to watch or miss what everyone is talking about