Lecture 1 - Different Types of Media Flashcards
What are some traditional categories and media vehicles?
Television
Radio
Newspaper
Magazine
What is the definition of television?
The quintessential form of advertising as it combines visual images, sound, motion and colour to allow for creative and imaginative messages
What are the advantages of television?
Demonstrates a product in use
High intrusion value
Entertainment and excitement
Feels like a personal interaction
Can tell a story
Potential for humour and creativity
Effective for sales forceand retailers
High impact and coverage
Presstige and status
What are the disadvantages of television?
Rapidly expanding cost
Erosion of viewing audiences
Audience fractionalisation
Zipping and zapping (changing channels)
Clutter
Requires repetition
What are the alternatives to traditional TV advertising?
Branded content
Branded promotions
Lease programmes to more platforms
Advertising less intrusive and more targeted
What is brand placement?
A variation of TV advertising
Is the inclusion of branded products or services in media for promotional exposure, typically in return for an agreed financial sum
What does the IPA databank say that successful, long term brand building campaigns should do?
Reach a wide audience
Make an emotional connection
Create brand fame
Summarise P&Gs use of radio
Returned in light of tough economic conditions, and a new way of planning around reach rather than spend
Radio retains similar levels of effectiveness toTV while reaching vast audiences at less than a fifth of the cost
Radio operates at all levels of the purchasing funnel, helps to endenger trust, and boost ROI of other media
Radio audiences are far more stable unlike TV audiences
P&G looked for broad and regular reach as opposed to revenue
What are the advantages of Radio?
- Ability to reach segmented audiences
- Target via music genre, socio-demographics, and geographical, time of day, day of week
- Intimacy and mental imagery
- Cost and efficiency
- Flexibility and short lead times
- Receptive audiences
- Transfer of imagery from TV
- Use of local personalities
- High retention and recall
- Integrated marketing opportunities
What are the disadvantages of Radio?
- Clutter
- No visuals
- Audience fractionalisation
- Buying difficulties and complexities
- Creative limitations – can lack impact and ability to enthuse
- Listener attention can be diminished (depending on context)
What are the advantages of newspaper?
- Audience in appropriate mental frame to process news
- Mass audience coverage
- Flexibility
- Ability to use detailed copy
- Timeliness
- More trusted
- Can play a unique role in multi-media campaigns
What are the disadvantages of newspaper?
- Clutter
- Not a highly selective medium
- Higher rates for occasional advertisers
- Mediocre reproduction quality
- Complicated buying for national advertisers
- Changing composition of readers
Declining readership
What are the advantages of magazines?
- Some magazines reach large audiences
- Selectivity/ targeting
- Long life/ permanence
- High reproduction quality and prestige
- Ability to present detailed information
- Ability to convey information authoritatively
- High involvement potential
What are the disadvantages of magazines?
- Not intrusive (readers’ control exposure)
- Long lead times
- Clutter
- Somewhat limited geographic options
- Variability of circulation patterns by market
- Decreasing readership
- Popular magazines come at a cost
What is an example of print advertising?
McDonalds using a print ad with the iconic burger rendered at high speed, but still distinguishable even though blurred (power of iconic imagery)
What is an example of digital out of home advertising (DOOH)?
Ikea recognising that sometimes its products are not the solution and actually get cast aside when children seek human contact
What are the benefits of digital media?
Individualisation
Interactivity
Immediate publishing
Cost efficient
What are the costs of digital media?
Distraction
Complex choices
Coordination of international afds
What are the objectives of a website?
Create awareness
Generate interest
Disseminate information
Create brand image
Stimulate trial
Create buzz
What are the types of online advertising?
Search engine advertising
Behavioural targeting
Email
Mobile
Blogs
Podcasts
Banner ads (popups)
Rich media
Contextual ads
What is search engine advertising?
Refers to method of placing online ads on websites that show results from queries
2 types: Keyword matching SEA, and Content targeted SEA
What is behavioural targeting?
Directing online ads to just the individuals who most likely are interested in making a purchase decision for a particular product category
What is the definition of social media?
Internet based applications that build on the ideological and technological foundations of web 2.0 to allow creation and exchange of user generated content
What are the objectives of social media?
Enhance public relations
Share creativity
Promote deals
Engage audience
Launch cause, sponsorship event etc
Introduce new product
Elicit consumer generated content
What are the advantages of social media?
Flexibility
Reach options
Consumer engagement
Two way dialogue
Integration and ability to drive traffic
Improved metrics and research
Cost effectiveness
What are the disadvantages of social media?
Privacy and cencorship
Meaningless content
Hackers and fraud
Negative comments
Lack of company control
Increased scrutiny over impact on wellbeing and self esteem
How does social media compare to traditional media?
Social media has more reach, accessibility, usability, immediacy, and permanence
What are the key global advertising trends?
Decline in trust in social media and influencers (WARC 2019)
Changing consumer behaviour
Brand safety in a programmatic world and percieved failure of programmatic ad potential
What are the developments in global advertising?
Advertising investment increase by 23.8% in 2021 (WARC 2022)
10.1% growth in retail media (WARC 2023)
Ad potential for gaming and podcasts
TikTok topping social media trend, yet has lower trust
What is there a discrepency between? (Ebiquity)
Perceptions of types of media, and what the evidence says is actually effective
What do advertisers need to do to manage these discrepencies?
Reveluate their media mix
Rememver that conventional targeting is still effective
Remember that creativity is vital, and that there needs to be a balance struck between creative integration and platform optimisation
Explain how P&Gs shift back to radio advertising reflects current trends in media planning
their return to radio signifies a focus on reach, recognising radios cost effectiveness and stable audience in challenging economic times
Describe how newspapers still play a unique role in multi media campaigns despite declining readership
Newspapers offer a trusted environment, allowing for timelessness and flexibility in multi media campaigns, increasing engagement
