Media Channels & Planning Flashcards
Why is media choice important?
The wrong choice can mean;
- Objectives are not met
- The communications idea is killed
- Consumer not exposed to message; desired response not generated
- Money spent ineffectively
- Media channel needs to be chosen by brand-first, e.g. some brands won’t match with some channels
What are the grades of the NRS socio-economic classification (UK)?
A - Upper middle class B - Middle class C1 - Lower middle class C2 - Skilled working class D - Working class E - Lowest levels of subsistence
What are the advantages of the NRS socio-economic classification?
1) It is widely available
2) It is well-understood
3) It is generally accepted
4) It is easy to gather data
What are the pros and cons of National Press?
Pros - National - Colour - Short lead times - Engaged audience - Editorial environment - Active consumption Cons - Limited regional flexibility - Effort to absorb - 2-dimensional, static - Clutter
What are the pros and cons of TV advertising?
Pros - National - Mass reach - Rapid cover build - Stature, reputation - Moving image - Regional flexibility Cons - Entry cost (media & production) - TVRs (different viewing by audience) - Increasingly fragmented - Clutter - Zapping
What are the pros and cons of Magazines?
Pros - Target mass and niche - Low cost entry - Colour - Trusted source, delivering a 'relationship' - Impact (covers, gatefolds) - Detailed info - Sampling (gifts, coupons) Cons - Cluttered (high ad to editorial ratio) - Little regional flexibility - Slow coverage build - Long lead times
What are the pros and cons of radio?
Pros - Very flexible, national & local stations - High reach & frequency of message - Habitual, 'friendly' nature - Portable - Low consumer avoidance - Low production cost - Bought by time of day Cons - Lack of visual: creative challenge - Turns into 'wallpaper'? - Clutter - Limited reach - Fluctuating audience delivery
What are the pros and cons of Outdoor?
Pros - Location variety & flexibility - Impact: size & formats - Digital & Interactive - Increasing audience Cons - Short consumption times - No editorial surroundings - High media & production costs - Long lead times* if not digital
What are the pros and cons of cinema?
Pros - High impact - Expansive creative treatments - Attentive, captive & relaxed audience - Regional or nationally-bought - By film type - High recall - Youth audience Cons - Low coverage - Low frequency - Entry cost is high - High production cost
What are the pros and cons of mobile?
Pros
- Best response for urgent customer needs
- Physically the channel closest to consumers
- Alerts & notifications enable push
- Great add on for other channels
- Lower cost
Cons
- Need-driven
- Viewed as a limited opportunity by clients
What are the 3 types of Digital channels?
1) Owned
2) Earned
3) Bought / Paid
What are the pros of owned media?
- Brand control
- Measuring and optimisation opportunities
- Flexible goals (eg brand building or driving sales)
- Free media through SEO
- Quick to update
- Low cost to trial offers etc
What are the cons of owned media?
- Needs traffic-driving from other sources
- High initial cost to build
- Ongoing management and running costs
- Requires extensive testing
What are the pros of earned media?
- Captive audience
- Range of options from Facebook to
blogger outreach - No/low media spend required
- Avoid build and technical costs, using
the host’s assets. e.g. Facebook app
What are the cons of earned media?
- Brand risk
- Always on, 24/7 monitoring required
- Require a range of content depending on the community. e.g. competitions for Facebook, images for interest, blogger specific information
- Not cheap, despite perception. Requires investment in content creation to succeed
- Low technical control. If hosts change how the site works old content may need updating
