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What is media?

• Media delivers messages to target audiences, and increasingly among audience members back to companies.
• Media serves as the go-between in the communication model, facilitating message exchange between source (company/brand) and receiver (customers).

What do media do?

• Various media are utilized across all marketing communications to reach customers.
• Traditional mass media involves a one-way flow from source to receiver.
• Today's media are interactive, enabling dialogue and two-way communication.
• Media create engagement opportunities and connect a brand with its audience.

Media Classifications

• Television includes terrestrial networks, cable, and satellite.
• Radio includes networks, satellite, local stations, and ethnic formats.
• Newspapers can be national, local, or ethnic.
• Magazines include consumer, B2B, Sunday, local, and international types.
• Internet media includes websites and online banners.
• Outdoor advertising includes billboards, banners, and posters.
• Branded entertainment is increasingly used to reach consumers, allowing brands to showcase their products and identities in engaging formats.

IMC and Media

• Media serves as contact points because they can connect the brand to the audience.
• Delivery is the first step in connecting a brand with its audience through media.
• Delivery facilitates meaningful customer engagement with a brand message.
• IMC (Integrated Marketing Communications) plans are multiplatform, multichannel, and multitargeted.

The Media Industry

• Traditional forms of media were negatively impacted by factors like the recession and online media growth.
• Television continues to dominate the media budgets, due in part to the fact that television costs are higher than other forms of media.
• New unmeasured media forms have become an exciting growth area.

The Evolution of Media Roles

• Technological advances have consistently challenged older media, with each new medium building upon its predecessors.
• The 21st century has seen a deeper transformation because computers and the Internet allows personalization of media.
• Word-of-mouth is a growing marketing communication force, offering personalization.
• Wire dancers were used on an oversized billboard to promote the launch of the Vista operation system and brought the Microsoft logo to life.

The Modern Media Landscape

• There can be up to 200 TV channels operating in the market.
• There has been a growth in a number of special-interest publications.
• Millions of websites exist.
• New forms of media were unimaginable just 20 years ago.

Key Media Players

• Media buyers and sellers are important entities.
• Media salespeople and media representatives make up sellers.
• Media researchers, planners, buyers, and buying companies make up buyers.
• Media salespeople work for magazines or TV stations, while media reps sell space and time for varied outlets.
• Media researchers gather data on audience measurement, media costs, and availability.
• Media planners formulate the strategic decisions of a media plan.
• Media buyers then execute the media plan by securing specific ad times.
• Media-buying companies specialize in the research, planning, and buying of media.

The Media Plan

• The main goal is to manage the media opportunities available and maximize budgets.
• The media plan is the culmination of this decision making process.
• The final goal is to maximize the message impact while still minimizing costs.

Strategic Media Concepts: Media Mix

• The media mix strategically combines various types of media to create a particular impact.
• Multiplatform strategies include social media, branded content, video games, product placement, and guerrilla marketing.

Strategic Media Concepts: Targets and Audiences

• Plans should aim to match the advertiser’s audience to that of a particular medium.
• Traditionalists, who grew up with newspapers, magazines, and radio.
• Boomers, currently in their 50s and 60s, grew up with television.
• Gen Xers, now in their 30s and 40s, grew up with tape recorders, video games, VCRs, and cable TV.
• Gen Yers, now in their 20s, grew up with the computer, satellite TV, CDs, and cell phones.
• Millennials, the most recent generation, have grown up with various digital options, smart phones, and social media.

Basis for the Buy

• Exposure is the foundation of all media effects.
• Impressions refer to one person's opportunity to be exposed to an ad.
• Circulation indicates copies that have sold.
• Gross impressions are the estimation of total impressions across a publication's total circulation.
• Ratings are a measure that converts gross impressions to percentage of households.
• Share is the percentage of viewers using sets tuned on.
• Reach measures percentage of media audience exposed to an ad during a time frame.
• Frequency tracks the number of times a person is exposed to advertisement messages.
• It is best to hear/see an advertisement 3 times for it to have an impact.
• Intrusiveness is a medium's ability to grab attention through disruption or something unexpected.
• A more controversial medium involves can become costly and irritate people and lead them into associating the brand with negative things.

IMC and The Changing Media Environment

• IMC seeks to establish, maintain, and enhance brand relationships over time.
• Relationship marketing emphasizes long-term involvement from all critical stakeholders as opposed to a one-time purchase.
• All stakeholders are communicators who can send either positive or negative messages about the brand.

Contact Points

• Contact points are the various ways a consumer comes in contact with a brand.
• Newspapers and magazines, outdoor boards and posters, radio and tv all contribute to this end goal.
• In addition to company vehicles, packages and Internet can also provide contact points.

Principles of IMC

• Every contact point delivers brand messages.
• Therefore, everything that delivers a message to a stakeholder is a brand message.
• A touchpoint is a brand experience that delivers a message that touches emotions leading to judgments.
• A Critical TouchPoint (CTP) connects a brand and customer on an emotional level, affecting brand relationship.
• Experiential marketing is important for engaging customers in a personal way through events and store design.

Channels to Contact Points: Packaging

• Packaging functions as both container and a communication vehicle.
• Packaging is also the last ad a customer sees before making a purchase so this is very insightful for marketers.
• Packaging serves as a constant reminder of brand at the home or office.
• Packaging conveys brand image and communicates its key benefits such as recipes.

Channels to Contact Points: Word of Mouth

• Buzz is also very important and can show that people talk positively about the product.
• For this reason, buzz-builder strategies must target correct things that would be said to target audience.

Channels to Contact Points: Viral Communication

• Buzz marketing involves marketing strategies that generate a growth in brand growth.
• It can be brought upon by consumers through emails, blogs, or even mainstream social media such as Facebook, YouTube or Twitter.

Channels to Contact Points: Customer Service

• Customer service represents a company's behavior during customer interactions.
• The brand messages that customers receive are impactful so customer service needs to send the correct message.

New Consumer Media Use Patterns

• Consumers use of media is shifting as technologies evolve, media consumers are active instead passive watchers.
• They live in the digital world and the personal life is becoming more public.
• This goes hand in hand with globalism making the local a more global world to explore.
• Consumers are designing their own media landscapes in contrast with the more common usage.

The Rise of Consumer-Generated Content

• Consumers are designing their own types of media.
• The major changes include an active and consumer driven focus and multi tasking.

Alternate Forms of Contact

• There has been rapid growth in commercial media.
• Old is converging with the new and better and the new has arrived faster.
• Ads are reaching a more specific audience more than ever before.

Guerrilla Marketing

• It uses the power of involvement to create memorable brand experiences.
• Creates unexpected personal encounters with the public.

Product Placement

• Companies now pay to show their goods on television and/or advertisements.
• Less intrusive than conventional advertisement as a result.
• The product shown during advertisement turns into the store.
• The most common advertisement involved celebrities because this is more natural.

Product Placement Success

• These may go almost completely unnoticed.
• Ads have to match both an audience.
• A major example includes Coca-Cola and Ford ( American Idle) and Target (Survivor)

Video Games

• It's a growing medium now for reaching an audience that's between the ages of 12 and 34 years of age.
• It exists between creating games and placing the products within video games.

Branded Entertainment

• Companies would provide films on the Internet and be integrated within these videos to make a storyline.
• Web series creates more exposure on the web.

Mobile Marketing

• The media has shifted to mobile phones.
• Smart phones can now compute and take higher quality photos to help access the internet.
• It is much easier to market with texting now then before.

Branded Applications

• Has the software to run phone apps and web software.
• They are free but have to help promote a brand.

Streaming Services

• These services join home made creations with bigger companies like Youtube.
• Includes viral videos to interesting videos
• New media can now include low tech ideas as it continues to increase.

Traditional Media

• Radio and print publications provide much better options for consumer markets.

Newspaper Basics

• Radio and print publications provide much better options for consumer base.
• Newspaper's job was used for ads, sales, and important dates to share widely.
• They read newspapers as often as the ads.
• Allows for more options to get specific consumer based goods.

Newspaper Industry

• Radio is declining while televisions are increasing.

Newspaper Advertisement Basics

• Ads are sold in bigger prints while local advertisement ads are being discounted.
• In one to one selling, coop advertising comes in and ads are shown to consumers.
• Display can come in any size and run of paper can pick a certain choice.
• Consumers can then sell their own products and advertisements if deemed viable.
• Newspapers readership can improve with a smart phone being produced alongside tablets.

Magazines

• Before media, 90% of people read monthly.
• Quality reproduction is always there.
• Consumers are now better at handling money and can find money elsewhere to spend here.
• Consumer magazines are focused and business magazines exist.

Magazine Circulation

• Radio is highly involved with the news around consumers.

Magazine Ad Sales

• Includes gated fold and special ad pages.
• This helps to target and help get all sorts of money and increase ad based exposure.

Magazine Technologies

• Tries to help find ways to help digital demands.
• Some things include imaging and using satellites for advertisements so that they might reach the consumers target markets.

Directory advertisements:

• Mostly are focused on directories with display cases.
• This helped many ads get better recognition but caused major issues that still happened.

Printed Advertisements

• Included billboards and banners.
• Second most popular is the internet.

Outdoor advertisements

• It includes posters along the side of the road in public spaces.
• Major reasons that it is used is for remainder advertisements with sizes and formats included on the ad design.

Digital Advertisements

• Display options include colors and sizes in high quality, with large images.
• Outdoor ads will display depending on traffic flow and this is important to note when designing and selling.

On-Premise Signs

• It involves retail that is identifying the brand to make for better consumer attention.

Poster Signs

• Usually found on buildings and can involve kiosks.
• It is not used that much anymore but the Apple logo and other brands will be featured.

Transit Advertisement

• Commonly found mass ads within transit.
• Ads can run on public transport in a variety of sizes.

Media Advertisements

• The common ads that are most successful is radio and advertisement posters.
• It is a simple method with little overhead to maximize exposure.

Broadcast Media

• Encompases radio, tv, movie advertisements, and utilizes light as well as sound.
• Radio engages listening and imagination.
• They're bought often in minutes or seconds as time based exposure and both rely heavy on repetition.

Radio Ads

• With around 100 stations, Malaysia includes a small commercial advertisement reach.
• Growth has declined slightly over the past decade, but most markets use them.
• AM and FM options exist with public and web radios that can help further grow the audience.
• Radio ads can be split into network, sports, or web.
• Morning traffic between 6 am and 10 and is important to know so most radio consumers can listen.
• Radio is highly successful if advertisements utilize song and other options.

Web TV

• With a high amount of consumers owning TVs and watching videos, it helps create brand image and popularity.
• The tv industry has Astro and media Prima helping advertisements to create brand success.

TV Types & Sales

• There are TV types such as on demand and local TV while ads are purchased for shows.
• TV advertisements need financial stability as it has become hard to fund.
• Wasted reach is more common but if that is overcome, it can become a good way to build success within consumers.

Digital Advertisements and the Web

• There are so many different platforms online that it has become difficult to determine which platform will create brand success better than another.
• Lack of understanding has stopped companies from doing business online for years.

Search Advertisement

• Search optimization helps find keywords relating to consumer information.
• That company can try in turn, to increase the chances to advertise more which can create an edge over competitors.

Social Media and Social Tools

• Social networks are meant to give an option to connect and share and are a growing way to market.
• MySpace and Facebook are examples of social media platforms that can increase revenue to marketers with a younger mostly female demographic.
• Blogs allow individuals to connect and share their experiences while also connecting and engaging with stakeholders.
• Twitter has an easier method than the blogging method though the community size in each platform differs.
• Hashtags then categorize the blogs creating exposure.

The Internet

• The Internet has allowed people across borders to connect their products.
• Issues such as legalities must be solved when marketing across borders.
• It can also be hard due to many different issues involving languages.

Internet Marketing

• Online website growth can generate many sales.
• Social and entertainment provide another edge in marketing but come with privacy and targeting rules that must be handled differently.
• For an online company, there are relatively little cheap ads but there is competition as they work to measure advertisement statistics.