Media Basics: Marketing, Communication, and Advertising - PDF

+ MEDIA BASICS + WHAT DO WE MEAN BY MEDIA? Media Classifications What Do Media Do? The Evolution of Media Roles The Media Industry Key Media Players + WHAT DO WE MEAN BY MEDIA? ◼ Media refers to the way messages are delivered to target audiences and incre...

+ MEDIA BASICS + WHAT DO WE MEAN BY MEDIA? Media Classifications What Do Media Do? The Evolution of Media Roles The Media Industry Key Media Players + WHAT DO WE MEAN BY MEDIA? ◼ Media refers to the way messages are delivered to target audiences and increasingly, back to companies and among audience members. ◼ Media is the go-between step in the communication model; the way messages are sent and returned by the source and receiver. ◼ Here, the source and receiver are the company or brand, and its customers. 11-3 + What do media do?  All marketing communication areas use a variety of media to deliver messages to customers.  In traditional mass media, it is a one-way process from source to receiver.  Today’s media are also interactive, because they offer opportunities for dialogue and two-way conversation.  Media also offer engagement opportunities and connect a brand with its audience. 11-4 + Media Classifications Television network (terrestrial), cable, satellite Radio network, sattelite, local, ethnic Newspapers national, local, ethnic Magazines consumer, B2B, Sunday, local, international Internet www, online banner Outdoor billboard, banner, poster Branded Entertainment Branded entertainment is becoming more popular as a way to reach consumers. It allows brands to represent their products and their brand identity in a format that viewers seek out and naturally share. + IMC and Media + IMC and media ◼ Mediaserve as contact points because they connect a brand with the audience. ◼ Delivery is the first step in connecting. ◼ Delivery opens the door to touching a customer in a meaningful way with a brand message. ◼ IMC plans are multiplatform, multichannel, and multitargeted. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 11-7 + The media industry ◼ The recession, combined with the explosion of ◼ The Evolution of Media Roles online media, seriously hurt traditional media. ◼ Television continues to dominate media Print Era budgets, partially because television costs are higher than other Broadcast Digital media. Era Era ◼ New forms of unmeasured media are an exciting growth area, but hard to track. + The evolution of media roles We can summarize the evolution of media as follows:  The Print Era Ink and print images reproduced as newspapers, magazines, and posters.  The Broadcast Era Visual and audio information in the form of radio and television programs.  The Digital Era Electronic information transmitted through the Internet, cable and satellite. 11-9 + The evolution of media roles ◼ Every technological advance has threatened the older media, and every new medium is launched in the footprints of its predecessor media. ◼ A more serious shift is occurring in the 21st century, as computers and the Internet personalize media. ◼ Word of mouth also delivers personalization. It is a powerful new marketing communication force. 11- 10 + The evolution of media roles Wire dancers on an oversized billboard brought the Microsoft logo to life for the launch of the Vista operating system—an example of a highly engaging use of outdoor advertising. 11- 11 + The Media Industry The modern media landscape features: ◼ Up to 200 TV channels in some markets ◼ Numerous special-interest publications ◼ Millions of websites ◼ New media forms unimaginable 20 years ago ◼ Refer Figure 11.1 (Pie-chart, page 359): media landscape + Key Media Players Media Media Sellers Buyers + Key Media Players ◼ Media Salespeople ◼ Media Reps Media Media Sellers Buyers + Key media players On the selling side: ◼ Media salespeople work for a magazine or TV station; provide sales kits with information about audience and medium. ◼ Media reps or brokers are people/companies who sell space and time for a variety of media, allowing the media buyer to make an entire buy with one order. 11- 15 + Key Media Players ◼ Media Researchers ◼ Media Planners ◼ Media Buyers ◼ Media Buying Companies Media Media Sellers Buyers  + Key media players ◼ Media researchers compile audience measurement data, media costs, and availability for various media. ◼ Media planners develop the strategic decisions outlined in the media plan, such as where and when to advertise and which type of media to use. ◼ Media buyers implement the media plan by contracting for specific amounts of time or space, based on the plan developed by the media planner. ◼ Media buying companies specialize in media research, planning, and buying. They may be a spinoff from an advertising agency, and work for a variety of clients. 11-17 + THE FUNDAMENTALS OF MEDIA STRATEGY The Media Plan Strategic Media Concepts The Basis for the Buy + THE FUNDAMENTALS OF MEDIA STRATEGY The Media Plan Strategic Media Concepts The Basis for the Buy + The media plan ◼ The challenge is to manage all available media opportunities, yet maximize budgets. ◼ All of this decision-making comes together in a media plan. ◼ The goal is to maximize message impact while minimizing cost. 11- 20 + THE FUNDAMENTALS OF MEDIA STRATEGY The Media Plan Media Mix Strategic Media Concepts Targets and Audiences The Basis for the Buy + Key strategic media concepts ◼ Media Mix The way various types of media are strategically combined to create a certain kind of impact. ◼ Multiplatform Describes multichannel and multimarketing opportunities, including: ◼ Social media ◼ Branded entertainment ◼ Video games ◼ Product placement ◼ Guerilla marketing 11- 22 + Key strategic media concepts Targets and Audiences ◼ Thegoal of the media plan is to match the advertiser’s target audience with the audience of a particular medium. 11- 23 + Key strategic media concepts Media audiences ◼ Traditionalists grew up with newspapers magazines, and radio. ◼ Boomers, now in their 50s and 60s, also grew up with television. ◼ Gen Xers, now in their 30s and 40s, also grew up with tape recorders, video games, VCRs and cable TV. 11- 24 + Key strategic media concepts Media audiences… ◼ Gen Yers, now twenty-somethings, also grew up with the computer, satellite TV, the Internet, CDs, and cell phones. ◼ Millennials, the most recent generation, have grown up with DVDs, satellite radio, iPods, smart phones, Ipad, MySpace, Facebook, and Twitter. ◼ Themedia planner’s challenge is to match the target audience with the medium’s audience. 11- 25 + THE FUNDAMENTALS OF MEDIA STRATEGY The Media Plan Strategic Media Concepts Reach and Frequency The Basis for the Buy Intrusiveness + The basis for the buy  Exposure Where all media effects all begin.  Impressions One person’s opportunity to be exposed one time to an ad in a specific vehicle.  Circulation Refers to number of copies sold.  Gross Impressions The estimation of total impressions across a publication’s total circulation.  Ratings A measure that converts gross impressions to percentage of households.  Share Refers to the percent of viewers based on the number of sets turned on. 11- 27 + The basis for the buy Reach and frequency ◼ Reach is the percentage of the media audience exposed at least once to the advertiser’s message during a specific time frame. ◼ Frequency is the number of times a person is exposed to an advertisement ◼ You have to hear/see an ad three times for it to make an impact. The goal of a media plan is to reach as many people in the target audience as often as the budget allows. 11- 28 + The basis for the buy Intrusiveness ◼ The ability of a medium to grab attention by being disruptive or unexpected. ◼ The more intrusive a medium, the more it can be personalized, but also more costly to use. ◼ If a message is too disruptive or irritating, it may not help build a positive brand relationship. 11- 29 + THE CHANGING MEDIA ENVIRONMENT ◼ IMC and Media ◼ Channels to Contact Points ◼ New Consumer Media Use Patterns ◼ New and Alternative Forms of Contact + THE CHANGING MEDIA ENVIRONMENT ◼ IMC and Media  11- + 32 THE CHANGING MEDIA ENVIRONMENT IMC and the media ◼ IMC works to create, sustain, and strengthen brand relationships over time. ◼ Relationship marketing shifts the focus from a one-time purchase to long-term involvement from all critical stakeholders. ◼ All stakeholders are seen as communicators who can send either positive or negative messages about the brand. + THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Customer Word of Service Mouth Viral Communication  11- + 34 THE CHANGING MEDIA ENVIRONMENT Channels to contact points Contact points are the various ways a consumer comes in contact with a brand.  These can be: ◦ Newspapers and magazines ◦ Outdoor boards and posters ◦ Radio and television  But also: ◦ The Internet ◦ Packages and labels ◦ Company trucks and cars  11- + 35 THE CHANGING MEDIA ENVIRONMENT Channels to contact points Recall the seventh principle of IMC: “All contact points deliver brand messages.” In other words: “Everything that delivers a message to a stakeholder about a brand is a contact point.”  11- + 36 THE CHANGING MEDIA ENVIRONMENT Channels to contact points ◼A touch point is a brand experience that delivers a message that touches emotions leading to positive and negative judgments. ◼A critical touchpoint (CTP) is one that connects the brand and customer on an emotional level and leads to a yes or no decision about a brand relationship. ◼ Experiential marketing utilizes events, store design, and other means to engage customers in a personal and involving way. + THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Customer Word of Service Mouth Viral Communication + THE CHANGING MEDIA ENVIRONMENT Channels to contact points Packaging: ◼ is both a container and a communication vehicle. ◼ isthe last ad a customer sees before making a decision on which brand to buy. ◼ is a constant brand reminder in the home or office. ◼ presents brand image and communicates critical benefits such as recipes. 11- 38 + THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Customer Word of Service Mouth Viral Communication + THE CHANGING MEDIA ENVIRONMENT Channels to contact points Word of mouth ◼ Buzz is important because it means people are talking about a brand. ◼ The goal of buzz-builder strategies is to the right people saying the right things about the brand. 11- 40 + THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Customer Word of Service Mouth Viral Communication + THE CHANGING MEDIA ENVIRONMENT Channels to contact points Viral communication ◼ Viral marketing strategies create a groundswell of demand for a brand. ◼ Consumers create buzz through: ◼ E-mails ◼ Blogs The “Subservient Chicken” interactive video website for ◼ Facebook Burger King. ◼ YouTube ◼ Twitter 11-42 + THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Customer Word of Service Mouth Viral Communication + THE CHANGING MEDIA ENVIRONMENT Channels to contact points Customer service ◼ representsa company’s attitude and behavior during interactions with customers. ◼ sendssome of the most impactful brand messages that customers receive. 11- 44 + THE CHANGING MEDIA ENVIRONMENT New consumer media use patterns +THE CHANGING MEDIA ENVIRONMENT New consumer media use patterns ◼ Consumers’ use of media is changing as fast as the technology. ◼ Significanttrends: ◼ Media consumers are active, in control, and entertained. ◼ Lives are media focused. ◼ Personal life has become public. ◼ Global has become local. 11- 46 +THE CHANGING MEDIA ENVIRONMENT New consumer media use patterns  Rather than controlling media choices, consumers are designing their own media landscapes.  This is known as consumer-generated content.  Two major changes in media use patterns: 1. Media-driven lives 2. Media multitasking 11- 47 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media + THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact ◼ This is the most creative time in the history of commercial media. ◼ Oldermedia are converging with new media and new forms are being created faster than we can learn how to use them. ◼ The search for new ways to reach target audiences is key for advertisers trying to reach the elusive youth market. 11- 49 +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Guerilla marketing ◼ Uses the power of involvement to create memorable brand experiences. ◼ Creates unexpected personal encounters with a brand. 11- 50 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Product placement ◼ A company pays for verbal or visual brand exposure in a movie or TV program. ◼ It is less intrusive than conventional advertising. ◼ The product is the star. ◼ Celebrities demonstrate product in natural setting. ◼ Unexpected; occurs when viewer resistance is down. 11- 52 +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Product placement ◼ However, it may go unnoticed. ◼ It may not match the movie or audience. ◼ The movie may not be successful. ◼ Movie examples: ◼ Up in the Air: American Airlines and Hilton Hotels ◼ The World is not Enough: BMW Z28 ◼ TV examples: ◼ American Idol: Coca-Cola and Ford ◼ Survivor: Target Stores 11-53 +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact These painted stairs at the Denver Pavilions, an entertainment complex in downtown Denver, advertise membership in the nearby Colorado Athletic Club. 11- 54 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Video games ◼A major new medium for advertisers to target 12-to-34- year-old males, and other groups. ◼ Opportunitiesexist both in creating games and placing products within games. 11- 56 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Branded entertainment (or advertainment) ◼ Companies produce films for the Internet where the brand is integrated into the storyline. ◼ Webisodes have created a new form of Web advertising. ◼ Foran example, review the “Inside Story: Axe Cleans Up.” 11-58 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Mobile marketing ◼ The phone is a classic example of how the media are shifting. ◼ Smart phones have computing and photographic capabilities, and can access the Internet. ◼ Text messaging and instant messaging are now being used as advertising vehicles. ◼ Mobile marketing is the strategy of reaching people via their cell phones. 11- 60 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Branded apps ◼ Software that runs on your computer, cell phone or social networking site. ◼ Marketerslike them; they are generally free but prominently linked to a brand. 11-62 +THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Product Branded Mobile Other New Video Games Branded Apps Marketing Placement Entertainment Marketing Media +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Other new media ◼ Streamingvideos are joining homemade creations on YouTube and on smart phones. ◼ Withviral video, interesting videos form a variety of sources can be sent from one friend to another. ◼ Possibilities are limitless. New media can also include a range of “low-tech” ideas. 11-64 +THE CHANGING MEDIA ENVIRONMENT New and alternative forms of contact Cell phones are important to young people, especially young women, who use their phones as fashion and personal style statements. 11- 65 + Traditional Media + CHARACTERISTICS OF PRINT MEDIA Newspapers Magazines Directories Others + What Are The Key Print Media Characteristics? ◼ Print media vehicles include: ◼ Newspapers ◼ Magazines ◼ Brochures ◼ Posters ◼ Outdoor ◼ Print provides more information, richer imagery, and longer messages than broadcast media. 12- 68 + What Are The Key Print Media Characteristics? ◼ Printis often used to generate cognitive responses. ◼ Itis more flexible, less fleeting, and more engaging when targeted to special interest audiences. ◼ Printcan engage the senses of sight, touch, and smell. 12- 69 + CHARACTERISTICS OF PRINT MEDIA ◼ The Newspaper Industry ◼ Newspaper Ad Sales ◼ Types of Newspaper Advertising Newspapers Magazines ◼ Newspaper Readership Measurement Directories Others + Newspaper basics ◼ Newspaper’s primary function is news, making it useful for ads announcing sales, events, other news. ◼ People read newspapers as much for the ads as they do for the news stories. ◼ Newspapers are a local, mass medium. ◼ Market selectivity allows newspapers to target specific consumer groups. 12- 71 + Newspaper basics This beautifully illustrated newspaper ad conveys the idea of worldwide coverage for telecom giant AT&T. 12- 72 + Newspaper basics The newspaper industry ◼ Readership is declining, particularly among young people. ◼ The recession has brought double-digit declines in advertising. ◼ Newspapers are third to television in advertising revenue. ◼ Online delivery is becoming an industry growth area. 12- 73 + CHARACTERISTICS OF PRINT MEDIA ◼ The Newspaper Industry ◼ Newspaper Ad Sales ◼ Types of Newspaper Advertising Newspapers Magazines ◼ Newspaper Readership Measurement Directories Others  12- + 75 Newspaper basics Newspaper ad sales ◼ Ads are sold based on size of the space and the newspaper’s circulation. ◼ Localadvertisers and volume buyers get discounts; national advertisers pay a higher rate. + Newspaper basics Newspaper ad sales ◼ Ads are sold by local sales staff or brokers on the one- order, one-bill system. ◼ The introduction of standard advertising unit (SAU) in the 1980s made national buying much easier. ◼ With coop advertising, a local retailer places an ad and the manufacturer pays for part of the ad. 12- 76 + CHARACTERISTICS OF PRINT MEDIA ◼ The Newspaper Industry ◼ Newspaper Ad Sales ◼ Types of Newspaper Advertising Newspapers Magazines ◼ Newspaper Readership Measurement Directories Others + Newspaper basics Types of newspaper advertising ◼ Display ◼ Can be any size, placed anywhere except editorial section. ◼ May be local (retail) or national (brand). ◼ Run-of-paper rate (can run anywhere) or preferred-position rate (advertiser selects sections where ad runs). ◼ Classified ◼ Advertising by individuals to sell their personal goods and advertising by local businesses. ◼ Supplements ◼ Magazine-style publications inserted into newspapers. ◼ A free-standing insert (FSI) is a preprinted ad inserted for a fee. 12- 78 + CHARACTERISTICS OF PRINT MEDIA ◼ The Newspaper Industry ◼ Newspaper Ad Sales ◼ Types of Newspaper Advertising Newspapers Magazines ◼ Newspaper Readership Measurement Directories Others + Newspaper basics Newspaper readership measurement ◼ Readership is declining, particularly among young people. ◼ Newspaper production costs are increasing. ◼ Internet delivery is becoming a growth area for the industry. ◼ Story are delivered through smart phones, tabs, emails and blogs. 12- 80 + CHARACTERISTICS OF PRINT MEDIA Newspapers Magazines Directories Others + Magazine Basics Industry Types of Health Magazines Circulation Ad Sales Technology Measurement  + Magazine basics  Before new media become popular, over 90% of all U.S. adults read one magazine per month, spending 44 minutes per issue.  Quality of reproduction is their greatest strength. This campaign makes the case that magazines can be an effective ad mediuEducation even in the age of the Internet. 12- 83 + Magazine Basics Industry Types of Health Magazines Circulation Ad Sales Technology Measurement + Magazine basics Health of the magazine industry ◼ It has weathered the recession and changing media environment relatively well. ◼ New magazines continue to emerge, especially those that target business markets and other growing segments. ◼ Zines, online versions of traditional magazines, represent the greatest growth area. 12- 85 + Magazine basics Health of the magazine industry  Zines also create interesting dilemmas.  Online magazine has been on the cutting edge of the digital community.  However, its website is the most popular version. 12- 86 + Magazine Basics Industry Types of Health Magazines Circulation Ad Sales Technology Measurement + Magazine basics Types of magazines ◼ Consumer magazines Aimed at consumers who buy products for personal use. ◼ Business magazines These target business readers. Examples: ◼ Trade papers ◼ Industrial magazines ◼ Professional magazines ◼ Farm magazines ◼ Corporate publications 12- 88 + Magazine basics Types of magazines In assembling their media mix, planners consider:  Geography: national, regional editions  Demographics:age, income, occupation, etc.  Editorial Content: general, women’s, shelter, business, and special interest.  Physical Characteristics: 8 ½” x 11,” 6” x 9” most common.  Ownership: publishing companies vs. organizations  Distribution and Circulation: subscriptions vs. single-copy sales. 12- 89 + Magazine Basics Industry Types of Health Magazines Circulation Ad Sales Technology Measurement + Magazine basics Controlled versus uncontrolled circulation ◼ Controlled circulation Traditional delivery through newsstand purchases or home delivery via the Postal Service ◼ Uncontrolled circulation Nontraditional or free delivery to specific audiences: ◼ Hanging bagged copies on doorknobs ◼ Inserting in newspapers ◼ Delivering through professionals’ offices ◼ Direct delivery ◼ Electronic delivery 12- 91 + Magazine Basics Industry Types of Health Magazines Circulation Ad Sales Technology Measurement + Magazine basics Magazine ad sales ◼ Typical formats ◼ Gatefold:more than two connected pages that fold in on themselves ◼ Special ad page or section that looks like editorial ◼ Multiple-page photo essay ◼ Fractionalpage space: vertical or horizontal half-page, half-page double spread 12- 93 + Magazine basics Magazine ad sales ◼ Ad costs are based on the size of the ad and circulation of the magazine. ◼ Typical formats: ◼ Premium positions: back cover, inside covers ◼ Double-page spread: two ad pages face each other ◼ Bleed page: color goes to edge of the page 12- 94 + Magazine Basics Industry Types of Health Magazines Circulation Ad Sales Technology Measurement + Magazine basics Technology ◼ Trying to answer the digital era's increasing demands for personalization, magazines are pushing further into ads that address readers individually. ◼ New technologies: ◼ Selective binding: keep subscribers’ information based on profile ◼ Ink-jet imaging: personalized renewal form (insert-subscribers’ name, address, etc.) ◼ Satellite transmission: allows magazines to print regional editions with regional advertising 12- 96 + Magazine Basics Industry Types of Health Magazines Circulation Ad Sales Technology Measurement + Magazine basics Magazine readership measurement ◼ Magazine rates are based on guaranteed circulation a publisher promises to provide. ◼ Circulation is the number of copies of an issue sold. ◼ Readership represents total audience, which includes pass-along readers. 12- 98 + Magazine basics Magazine readership measurement Objective, outside measurement companies: ◼ Audit Bureau of Circulations verifies circulation. ◼ MediaMark’s MRI service measures readership for many popular national and regional magazines. ◼ Simmons Market Research Bureau provides psychographic data on readers. ◼ Starch, Gallup and Robinson provide information on audience size and behavior. 12- 99 + CHARACTERISTICS OF PRINT MEDIA Newspapers Magazines Directories Others + Directories  Directories are books that list people or companies, phone numbers, and addresses.  They are directional: they tell people already in the target market where to go to get the product or service they want.  Almost 90% of the people who consult the Yellow Pages follow up with action. 12- 101 + Directories ◼ Retailers can buy display space for larger ads, but directories can be cluttered. ◼ There are more than 7,500 other directories for professional and interest groups. As a class: ◼ For more information on the value of directory advertising, see: “A Matter of Principle” “Directories: The Medium You Trust the Most” 12- 102 + CHARACTERISTICS OF PRINT MEDIA Newspapers Magazines Directories Others + Other Print Media + CHARACTERISTICS OF OUT-OF-HOME MEDIA  Out-of-home advertising includes: ◦ Billboards ◦ Hot-air balloons ◦ Buses ◦ Posters ◦ Kiosks ◦ Blimps Outdoor ◦ Airport displays Posters  It ranks second to the Internet in terms of growth. On- Transit Premise  It is situational: can target specific people at a specific time when they’re most interested. + CHARACTERISTICS OF OUT-OF-HOME MEDIA Outdoor Posters On- Transit Premise + Outdoor advertising ◼ This includes street and highway advertising, plus posters in public locations. ◼ Two primary uses of outdoor: 1. As reminder advertising 2. As a directional guide 12- 107 + Outdoor advertising Size and Format ◼ Printed posters or painted bulletins ◼ Extensions: go beyond the rectangle border ◼ Cutouts: present an irregular shape. ◼ Digital displays: use wireless technology to change messages. 12- 108 + Outdoor advertising Outdoor ad sales ◼ Outdooris sold in showings, based on traffic counts. ◼ Boards are usually rented for 30 days. This outdoor board was designed to dramatize the quality of the LCD screen on an Olympus digital camera. 12- 109 + CHARACTERISTICS OF OUT-OF-HOME MEDIA Outdoor Posters On- Transit Premise + On-premise signs Retail signs identifying stores are an ever-present form of brand communication. Some on- premise signs also act like billboards, as shown in this highly creative sign at Bally’s in Las Vegas. 12- 111 + CHARACTERISTICS OF OUT-OF-HOME MEDIA Outdoor Posters On- Transit Premise + On-premise signs Posters ◼ Used on buildings, kiosks, vehicles, and bulletin boards. ◼ Kiosksare designed for public posting of notices and advertising posters. ◼ Did you know… The iPod was launched in London with walls of posters that Tube riders encountered on the escalators! 12- 113 + CHARACTERISTICS OF OUT-OF-HOME MEDIA Outdoor Posters On- Transit Premise + On-premise signs Transit Advertising ◼ This is a form of urban mass advertising. ◼ Ads run on buses, taxis, and moving billboards. ◼ There are two types of transit advertising: 1. Interior 2. Exterior Painted vehicles emerged in 1993 with PepsiCo. 12- 115  12- + Using print and out-of-home media effectively 116 Conclusion Key considerations: ◼ Use newspapers to announce something new and to target local markets. ◼ Use magazines to target people with special interests. ◼ Use outdoor to target audiences on the move and to provide directional information. ◼ Directory ads catch people when shopping. + CHARACTERISTICS OF BROADCAST MEDIA Radio Television Movie Trailers & Disc Ads Promotional Videos + What are broadcast media characteristics? ◼ Broadcast media refers to: ◼ Radio ◼ Television and other video forms ◼ Movie advertising ◼ Ads are bought in terms of time (seconds, minutes). ◼ It utilizes sight and sound; is more entertaining. ◼ Radio advertising engages the imagination. ◼ Television creates powerful brand imagery. ◼ Both use emotion and repetition to intensify memory. 12- 118 + CHARACTERISTICS OF BROADCAST MEDIA ◼ IndustryStructure ◼ The Audience Radio Television ◼ Dayparts ◼ Measuring the Audience Movie Trailers Promotional ◼ Advertising & Disc Ads Videos + Radio basics The structure of the radio industry  In Malaysia we have about 100 commercial radio stations (AM/FM) , mostly serving local markets.  In recent years, radio industry growth has slowed.  Broadcast forms: ◦ AM/FM ◦ Public radio ◦ Cable radio ◦ Satellite radio ◦ LPFM (low-power FM) ◦ Web Radio or webcasting 12- 120 + CHARACTERISTICS OF BROADCAST MEDIA ◼ Industry Structure ◼ The Audience Radio Television ◼ Dayparts ◼ Measuring the Audience Movie Trailers Promotional ◼ Advertising & Disc Ads Videos + Radio basics The radio audience ◼ Radio is close to being a universal medium. ◼ Media planners use radio for tight targeting of narrow, highly segmented markets. ◼ Virtually every Malaysian household has at least one radio. ◼ Radio is an industry tightly targeted based on special interests: ◼ Religion ◼ Ethnic ◼ Entertainment 12- 122 + CHARACTERISTICS OF BROADCAST MEDIA ◼ Industry Structure ◼ The Audience Radio Television ◼ Dayparts ◼ Measuring the Audience Movie Trailers Promotional ◼ Advertising & Disc Ads Videos + Radio basics Dayparts ◼ Audiences are grouped by the time of day when they are most likely to be listening. ◼ Typical dayparts: ◼ Morning drive time: 6–10 a.m. ◼ Midday: 10 a.m.–4 p.m. ◼ Evening drive time: 4–8 p.m. ◼ Evening: 8 p.m.–midnight ◼ Late night: midnight–6 a.m. 12- 124 + CHARACTERISTICS OF BROADCAST MEDIA ◼ Industry Structure ◼ The Audience Radio Television ◼ Dayparts ◼ Measuring the Audience Movie Trailers Promotional ◼ Advertising & Disc Ads Videos + Radio basics Measuring the radio audience ◼ Coverage: the number of homes able to pick up station, tuned in or not. ◼ Ratings: measure percentage of homes actually tuned to a station. ◼ Survey: Malaysian spend about 21.5 hours a week listening to radio. (Nielsen) ◼ Radio Ads: RM315.4 millions were spent between January – September 2021. (Nielsen) 12- 126 + CHARACTERISTICS OF BROADCAST MEDIA ◼ Industry Structure ◼ The Audience Radio Television ◼ Dayparts ◼ Measuring the Audience Movie Trailers Promotional ◼ Advertising & Disc Ads Videos + Radio basics Radio advertising ◼ Delivers high frequency using jingles for repetition. ◼ Has the power to engage the imagination and communicate on a more personal level than other forms of media. ◼ Uses drama to engage the imagination as in public service announcements (PSAs) which are created free by agency personnel and run free by the media. 12- 128 + Radio basics Radio advertising is divided into three categories: ◼ Network Radio Advertising ◼ Group of local affiliates connected to one or more national networks. ◼ Growth has contributed to increase in syndicated radio ◼ Spot Radio Advertising ◼ Advertiser places ads with an individual station, not a network ◼ Messages can be tailored for particular audiences ◼ Flexibly in content, timing, and rates ◼ Syndicated Radio Advertising ◼ Offers advertisers of high-quality, specialized, and original programs ◼ Advertisers value the high level of audience loyalty. 12- 129 + Radio basics Using radio effectively ◼ Radio is highly targeted and inexpensive. ◼ Excellent reminder/reinforcement capabilities. ◼ Builds frequency through repetition. ◼ Targets audiences through specialized programming. ◼ Sparks imagination through “theater of the mind.” ◼ Timing is critical. ◼ Radio advertising must “break through” the clutter. ◼ For a look behind the scenes of radio commercial production, go to: www.radio-ranch.com 12- 130 + CHARACTERISTICS OF BROADCAST MEDIA ◼ Industry Structure Radio Television ◼ New Technologies ◼ Measuring the Audience ◼ Advertising Movie Trailers Promotional & Disc Ads Videos  + Television basics ◼ Television has become a mainstay of society. Some 98% of Malaysian homes have one or more television sets. ◼ Heavy TV use by children has concerned parents and early childhood experts. ◼ Television advertising is tied to television programming, so its effectiveness is determined by the popularity of the television program. For some interesting insights on TV advertising, check out “A Matter of Practice, Mad Men: Advertising at the Intersection of Social Change.” 12- 132 + Television basics Structure of the television industry Network television ◼ A distribution system that provides television content to its affiliated stations. ◼ RTM, Media Prima, and Astro are the major networks. ◼ Each network has about 150 affiliates. ◼ Local and national advertising pays for station and network operations. 12- 133 + Television basics Structure of the television industry Subscription television ◼ Here, people sign up for service and pay monthly fees. ◼ The most common form is satellite television. ◼ Satellite is pulling ad revenue away from network TV. ◼ HyppTV (TM Unifi) is another form of subscription TV. 12- 134 + Television basics Structure of the television industry Other television formats: ◼ Pay programming and on-demand programming ◼ Local television ◼ Public television ◼ Syndication As a class: Discuss the key differences between each format. 12- 135 + CHARACTERISTICS OF BROADCAST MEDIA ◼ Industry Structure Radio Television ◼ New Technologies ◼ Measuring the Audience ◼ Advertising Movie Trailers Promotional & Disc Ads Videos + Television basics New technology and innovative television ◼ High-definition TV (HDTV) ◼ Playback of movie quality, high-resolution images ◼ Content must be broadcast in HDTV format ◼ Interactive television ◼ TV set with computer capabilities; uses broadband ◼ Addressable and 3-D television also are in development. ◼ Digital video recorders (DVRs) ◼ Enables users to record favorite shows and watch later. This is called time-shifting. ◼ DVRs threaten marketers because viewers can skip ads. 12- 137 + CHARACTERISTICS OF BROADCAST MEDIA ◼ Industry Structure Radio Television ◼ New Technologies ◼ Measuring the Audience ◼ Advertising Movie Trailers Promotional & Disc Ads Videos + Television basics Measuring the television audience ◼ Households Using Television (HUT) measures exposure based on houses with sets turned on. ◼ Impressions: the number of viewers watching a program— measured by: ◼ Ratings: converts gross impressions to a percentage; one ratings point equals 1% of all the nation’s TV homes. ◼ Share: share of audience is percent of viewers based on the number of sets turned on. ◼ Nielsen measures national and local audiences using people meters and viewer diaries. 12- 139 + CHARACTERISTICS OF BROADCAST MEDIA ◼ Industry Structure Radio Television ◼ New Technologies ◼ Measuring the Audience ◼ Advertising Movie Trailers Promotional & Disc Ads Videos + Television advertising  Television tells stories, engages emotions, creates fantasies, makes a powerful visual impact.  It also demonstrates how things work. One of the famous “Petronas” image commercial conveyed a strong message.  TV brings brand images to life and adds personality to a brand. 12- 141 + Television advertising Advertising sales Commercials can take several forms:  Sponsorships The advertiser assumes financial responsibility for producing the program and providing the commercials.  Participations Advertisers pay for 10, 15, 20, 30 or 60-second commercials. This is the most common approach used by networks.  Spot announcements Commercials appearing in breaks between local programs. Sold by local affiliates to advertisers who want to show their ads locally. 12- 142 + Television advertising Effectiveness of television ◼ Television is used because of the reach it delivers. ◼ Italso makes a strong visual and emotional impact, creating engagement. This TV ad utilizes motion graphics to show how all energy-saving efforts are ◼ It’s good for messages that connected. need action, movement, demonstration. 12- 143 + Television advertising Drawbacks of television  Commercial breaks are cluttered, and viewers often leave their sets.  Wasted reach: messages reach consumers not in the target market.  Viewers zip (fast forward) or zap (change channels) to avoid commercials.  Advertising time and production costs are expensive.  Clutter, which leads to intrusiveness, and irritation. 12- 144 + CHARACTERISTICS OF BROADCAST MEDIA Radio Television Movie Trailers Promotional & Disc Ads Videos + Movie trailers and disc ads  Movie theaters trailers reach captive audiences.  DVD, Blu-ray and other video distributors place ads before movies.  Promotional video networks are used in stores, offices, and truck stops.  Marketers are producing video clips for cable, video-on- demand, company websites, Facebokk, other social media sites. 12- 146 + CHARACTERISTICS OF BROADCAST MEDIA Radio Television Movie Trailers Promotional & Disc Ads Videos + Television advertising Promotional Videos  Promotional video networks run sponsored programs and commercials.  Promotional Videos: Channels in grocery stores, doctor’s offices and truck stops that distribute commercials by video or satellites.  The videos can be seen on sites like Facebook, Google Video and YouTube.  This video also can be used as PR for video releases to the media as product literature. 12- 148 + DIGITAL MEDIA + Interactive media: Web 2.0 and you  Media planners are trying to understand how the rapidly changing media landscape will affect advertising and marketing communication.  Web 2.0 refers to the trend toward social networking and entertainment sites.  The convergence and blurring of media forms is challenging media planners. 13- 150  + INTERACTIVE MEDIA: WEB 2.0 AND YOU Internet Basics The Internet Audience Internet Marketing The Internet as a Marcom Medium The Roles of Internet Marcom + Internet Basics + Internet basics ◼ Internet: a linked system of international computer networks. ◼ World Wide Web: the information interface that allows people to access the Internet through an easy-to-use graphical format. ◼ The Internet is still evolving and is driven by innovation. ◼ It is useful for communicating brand information, but any problem can travel around the world instantly. 13- 153 + Internet basics ◼ Why has the Internet become so important to consumers and marketers in such a short time? ◼ Here are a few reasons: ◼ Information ◼ Choice ◼ Accessibility ◼ Speed 13- 154 + Internet basics Other important Internet terms and tools ◼ URLs and domain names ◼ Portals: such as AOL or MSN.Yahoo! ◼ Search Engines: such as Google ◼ Netcasting, such as Blip.tv ◼ Broadband: high-speed Internet connection 13- 155 + The Internet Audience + The Internet audience ◼ Internet use has expanded over the years to sites that appeal to almost any age or interest group. ◼ The most sought-after group is the hard-to-reach youth audience, particularly young males. ◼ The Internet is the ultimate niche medium because it appeals to people’s specific interests. 13- 157 + Internet Marketing + Internet marketing ◼ The Internet has created new ways to do business. ◼ The Internet has vastly increased person-to-person commerce, in which individuals who have things to sell are connected with people interested in buying. ◼ Many companies sell products online, particularly to the B2B market. ◼ Consider: ◼ Amazon.com ◼ eBay ◼ iTunes ◼ Shopee ◼ Mudah.my ◼ These companies exist only as online businesses. They are Internet brands. 13- 159 + The Internet as a Marcom Medium + The Internet as A Marketing Communication Medium Purposes of online marketing communication: 1. It provides a brand reminder message to people visiting a website. 2. As with an ad in traditional media, it delivers an informational or persuasive message. 3. It drives traffic to the website by enticing people to click on a banner or button. 4. It provides search capabilities to consumers. 5. It enables interactivity with a company or other consumers. 13- 161 + The Roles of Internet Marketing Communication Information Word-of-Mouth Entertainment Social + The Roles of Internet Marketing Communication  E-business or e-commerce ◦ Businesses use it to sell products, manage their operations.  The information role ◦ Includes online publishing, encyclopedias  The entertainment role ◦ Includes games, fashion, music, videos, YouTube, SecondLife (avatars) You can still play Pac-Man! 13- 163 + The Roles of Internet Marketing Communication ◼ The social role ◼ Social networking allows users to express themselves, interact with friends, and publish their own content. ◼ Examples include Facebook and Instagram. ◼ The word-of-mouth role ◼ Creates a dialogue with customers. ◼ Stimulates conversation between customers and potential customers 13- 164 + TYPES OF ONLINE MARKETING COMMUNICATION Websites E-Mail Communication Social Media Tools + Websites + Types of online marketing communication Websites ◼ Also called a home page, a website is the online face a company presents to the public. ◼ Websitesblur the distinction between advertising, direct marketing and public relations. 13- 167 + Types of online marketing communication Websites ◼ Stickiness: the degree to which a website encourages visitors to “stick around.” ◼ Navigation: The ease with which users can locate and move through your website. 13- 168 + E-Mail Communication + Types of online marketing communication E-mail communication ◼ E-mail is a very inexpensive form of advertising. ◼ Viral marketing uses e-mail, Facebook, and Twitter to circulate a message among family and friends. ◼ “The Diet Coke/Mentos Experiment?” The viral advertising generated boosted Mentos mint sales by 15 percent! 13- 170 + The Growth of Internet Advertising Banner & Display Ads Online Video Ads Search Advertising Classified Ads Internet Ad Sales + The Growth of Internet Advertising Banner & Display Ads Online Video Ads Search Advertising Classified Ads Internet Ad Sales + Why is Internet advertising growing so fast? Banner and display ads ◼ Banner Ads ◼ “Click-through” rates are often less than 1 percent. ◼ Entertainment helps. ◼ Skyscrapers ◼ Extra-long, skinny ads down the side of a Web site. ◼ Response rates can be 10 times traditional banner ads. ◼ Pop-ups and pop-behinds ◼ Often seen as intrusive and annoying, these are less common. 1- 173 + Why is Internet advertising growing so fast?  The Internet combines the best aspects of traditional media: ◦ Motion and audio ◦ Interactivity ◦ Depth of information  And often at a much lower cost than traditional media.  Most forms of online advertising weathered the recent recession better than traditional advertising forms. 13- 174 + The Growth of Internet Advertising Banner & Display Ads Online Video Ads Search Advertising Classified Ads Internet Ad Sales + Why is Internet advertising growing so fast? Online video ads ◼ Multipleformats have forced advertisers struggle to find the best platforms. ◼ Thelack of standardization have raised agencies’ production costs as they try to adapt to new formats. 13- 176 + The Growth of Internet Advertising Banner & Display Ads Online Video Ads Search Advertising Classified Ads Internet Ad Sales + Why is Internet advertising growing so fast? Search advertising ◼ Search engine advertising is driven by keywords that consumers use to search for information. ◼ Search marketing enables marketers to position brand messages adjoining the list of sites compiled in responses to a keyword search by search engines. ◼ Because consumers initiate the search, the adjoining ads are not perceived to be as intrusive as other forms of advertising. 13- 178 + Why is Internet advertising growing so fast? Search optimization ◼ This practice maximizes the link between topics and brand- related Web sites. ◼ Companies try to affect their search engine rankings to drive more traffic to their websites. ◼ They want their ads to appear as close to the top of the list as possible. Classified ads ◼ Local advertisers also use local media websites and Craigslist to sell products and services. 13- 179 + The Growth of Internet Advertising Banner & Display Ads Online Video Ads Search Advertising Classified Ads Internet Ad Sales + Why is Internet advertising growing so fast? Internet ad sales ◼ In 2020, the market for online display ads was estimated at $21 billion per year. ◼ Google has been the most successful at attracting advertising. ◼ Selling online advertising space is complicated. Rates and services vary widely. ◼ Middlemen companies act as brokers, packaging online ad space across different sites. 13- 181 + Why is Internet advertising growing so fast? This is a button on the on the DoubleClick website that lets advertisers create animated widget ads. 13- 182 + Social Media Tools Blogs& Chat Rooms Social Networks Video & Image Sharing Social Games & Virtual Communities + Social media tools ◼ Social media marketing refers to the use of: ◼ Blogs ◼ Linked social networks ◼ Online communities ……to build relationships with customers. ◼ Social media is used to: ◼ Promote brands ◼ Engage customers ◼ Create brand relationships 13- 184 + Social Media Tools Blogs & Chat Rooms Social Networks Video & Image Sharing Social Games & Virtual Communities + Social media tools Blogs, Micro-blogs and chat rooms ◼A blog is a diary-like Web page created by individuals to talk about things that interest them. ◼ Blogs are produced by some 100 million people worldwide. ◼ Corporations use blogs to engage stakeholders. 13- 186 + Social media tools Blogs, micro-blogs and chat rooms However, blogs take a lot of time. Many bloggers run out of steam or move to social media. ◼ They are sometimes criticized as “stealth advertising.” ◼ Twitter has pioneered the mini-blog with 140-character posts, called “tweets.” ◼ Groups of people with common interests can meet and share their experiences through chat rooms. 13- 187 + Social Media Tools Blogs & Chat Rooms Social Networks Video & Image Sharing Social Games & Virtual Communities + Social media tools Social networks ◼ These link friends, fans, or others who share interest in some topic. ◼ MySpace pioneered the concept, but has lost market share to Facebook in recent years. ◼ Social media users tend to be younger and female. ◼ Companies and brands now have Facebook and TikTok with their own brand profiles. ◼ Social media marketing can increase a brand’s Web presence and help manage its Internet image. 13- 189 + Social Media Tools Blogs & Chat Rooms Social Networks Video & Image Sharing Social Games & Virtual Communities + Social media tools Video and image sharing ◼ Using this type of social media, users can post videos and photographs. ◼ YouTube is the Goliath of this genre. It now plays more than 100 million clips per day. ◼ Skype is a video chat service that works like a video phone. ◼ Popular TV programs and commercials are often uploaded to YouTube pages as viral videos. 13- 191 + Social Media Tools Blogs & Chat Rooms Social Networks Video & Image Sharing Social Games & Virtual Communities + Social media tools Social games and virtual communities ◼ Designed for people who want to live imaginary lives online by playing social games. ◼ It started with Second Life in 2003. The action turned to Farmville in 2009. 13- 193 + Social media tools Social media strategies ◼ Marketers are working to find the best ways to use social media and take advantage of its strengths. ◼ Search ads combined with social media campaigns generate the highest-level results. ◼ Marketers who use social media recognize the value in conversations and customer relationship-building communication. 13- 194 + THE EVOLUTION OF INTERNET MARKETING COMMUNICATION Offline Advertising E-Media Developments Current Issues Advantages & Limitations + Offline Advertising + Offline advertising for websites ◼ Internetmarketers work to drive traffic to their sites by using offline advertising. ◼ Offline advertising appears in conventional media. ◼ Here, the company used print media to entice readers to check out its website. ◼ Printis useful because it presents the URL in a format that the reader can note. 13- 197 + E-Media Developments Tagging, Hashtags, & Tag Clouds The Internet across Boarders  + E-media developments & applications Some examples of note: ◼ Podcasts, audio shows from the Web, are changing how we listen to the radio. ◼ TVsand computers enable you to access the Internet from your TV or watch video downloads from your cell phone on your big-screen TV. ◼ Xbox game players can access Twitter and Facebook from the game’s console. ◼ Hulucan feed streaming video from movies and TV programs to smart phones and gaming consoles. 13- 199  + E-media developments & applications Tagging, hashtags, and tag clouds ◼ In many social marketing formats, posts are categorized by tags. ◼ Taggingis a way to track keywords by inserting a hash symbol (#) before a word in a Tweet. ◼ Your note, as well as others with the same hashtag, will show up on www.hashtags.com ◼ Tagclouds are visual representations of the use of keywords in searchs and tags in social networking. 13- 200  + E-media developments & applications Using the Internet across borders  With its global reach, the Internet offers real strength to global marketers.  However, challenges and barriers related to: ◦ Access ◦ Legal issues ◦ Language ◦ Currency ◦ Technology  Marketers must also remember the technological differences among worldwide Internet users. 13- 201 + Current Issues Measurement Targeting & Privacy + Issues in Internet advertising ◼ Measurement ◼ Feedback is rapid, but with no standards for measurement. ◼ Hits, viewers, unique viewers, and page views don’t offer insight about motivation or attention. ◼ Internet targeting and privacy ◼ Cookies track your movements online and report back to site owners who store or sell your information. ◼ Companies that keep track of their customers’ online behavior can personalize their advertising messages. 13- 203 + Advantages and limitations of Internet advertising Advantages ◼ It is relatively inexpensive. ◼ It reaches people who aren’t watching TV or reading newspapers. ◼ It is easy to track and effective at reaching highly targeted audiences. ◼ Advertisers can customize and personalize messages. ◼ For B2B, Internet advertising can provide sales leads or sales. ◼ Small companies can easily and economically “look big” and compete with larger companies. 13- 204 + Advantages and limitations of Internet advertising Limitations ◼ Strategic and creative experts aren’t able to consistently produce effective ads and to measure their effectiveness. ◼ Clutter may even be worse than in other media. 13- 205 + That’s all… Thank you.