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Advertising Media advt2510 > L1 - Ad and Media Trends > Flashcards

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:

A
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
Q

What is (market) fragmentation?

A

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
Q

Why is fragmentation a challenge for media and advertisers?

A
  • 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
Q

Television now (fragmentation):

A
  • 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
Q

What is convergence?

A
  • 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
Q

Convergence – media production and consumption come together:

A
  • 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
Q

Cross-platform delivery (example):

A

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
Q

Master Chef example:

A
  • 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
Q

Why has TV content changed to reach audiences in new ways?

A
  • 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

Advertising Media advt2510 (11 decks)

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