Media And Communication Flashcards
Traditional media
TV Magazines Newspapers Poster Radio Cinema
Planning of political campaigning
How?!
Communication
Media strategy
Creative strategy
Criteria for media planning
Performance and cost efficiency
Criteria: performance within identified voter groups
Media performance
Reach: the share of a demographic target group that see the AD how many)
Opportunity to see (OTS(: number of times a single person might be reached (how often)
Gross rating points (GRP) multiplication of reach and frequency/ basis for media purchase
Cost per thousand- average cost for 1.000 viewers to be reached
Consumption behavior
Planning radio and tv
Media-mix
Performance figures radio, tv, magazines, newspapers, cinema, online
Market Analysis
Target Group Segments, seasonality , Attitüde, lifestyle, trends
Tv specifics
Most emotional by audio visual imagery
Expensive concerning production and broadcasting cost
Highest reach
Fast measurable in media performance
Us specifics
Needs to consider geographic and demographic reach of audiences
Broadcast tv with widest audience
Focus on lower income audiences
Cable to reach voters more narrowly with dozen/ hundreds of channel
Allows detailed segmentation
Cable fixed clear boundaries
Press- challenge of increased online readership
Press overall loosing circulation
New media- online and new apps increasing
Newspapers are like sheets , they do not fit into your hands.
Catalin Voss
Press moved to offline and online- still useful for political campaigns, especially newspaper
Focused targeting
Authentic
Considered to be more believable
Actual information
Radio- just voice but good performance jointly with tv
Precised targeting Affordable Actual, fast Regional and local Not stand-alone, but as media-mix
Poster - German specific as less suitable for US
You get professional target group 14-39 years Cities 500.00 Strong in reach Simple memorable messages Additional medium to tv and print Lock usage
Cinema- German specific as less suitable
Target group clearly identified Cities 500.000 Multiplex vs. program cinemas Emotional quality equals tv Inevitable viewer situation
Differences between paid, owned and earned media
Paid: all media with bought advertising (tv, print, banner)
Owned: all media designed by the party (brochures, website, events)
Earned: all media the party places content in - not regarded as advertising by viewers
Online and offline: included public relations, word-of-mouth and advocats
Earned media - not considered to be advertising
News coverage on tv, radio. Print, web - any medium with new reference
Placing themes with target group coverage
Press releases, media databases, news conferences, media events, interviews
Includes web discussions, word-of-mouth and advocats
Demands project and crisis management esp. Of new media (e.g. Shit storms)
Breaking through depends on authenticity and credibility
If you are brilliant the media will make you appear even better, if you are foolish, incompetent, indecisive, or wimpy, the media will cripple you. Phillips 1984
One-to-one communication
Sender: the party or the candidate
Receiver: the potential voter (group)
Requires data about the receiver (potential voters)
Address, email, telephone
Requires agreement
Direct voter contact
From events and speeches to direct contact
Meeting the candidate in person - traveling the country
Direct mail, email, SMS
Loyalty and personal conviction
Individualization beyond mass media
Against political frustration
Expensive but effective
Data and agreement necessary
