role of media in advertising

Media

We are referring to the way messages are delivered to target

audiences and increasingly back to companies.

Media used in advertising = mass media

Broadcasting media = television, radio

Niche media = Expansión, Revista Merca2.0, etc.

Interactive media allow the two way communication.

Role of media

They deliver messages to and form customers and move

messages back and forth through channels.

Media also offer opportunities for engagement, you connect

the a brand with the audience, touch their emotions and also

engage their minds.

Categories of Media

- Television: network, cable

- Radio; network, radio UDEM, etc.

- Newspapers: El norte, El Financiero

- Magazines

- Internet

- Outdoor

- Branded Entertainment

What are advantages/disadvantages of?

- Television

- Radio

- Internet

- Social Media

- Pamphlets

- Newspapers

- Magazines

GOAL OF MEDIA

To maximize impact

while minimizing cost.

Media Mix

It is the way various types of media are strategically combined

to create a certain kind of impact.

Which media mix strategy will you use in your project?

• Emphasis on brief and powerful phrases

• Average 10 words, easily to be understand by the audience.

• Length: no more than one minute of duration, 125 words.

• Tone of voice.

Radio in Media

Contact points (Activity 1).

There are various ways a consumer comes in contact with a

brand.

Newspapers, magazines

Internet

Packages, labels,

Signs, company trucks

Business cards

T-shirts.

Word of mouth

Buzz

It’s a key contact point.

It’s a container.

It’s an important communication vehicle.

Packaging

Launch day of Best Buy

Paying attention to the message:

Good communication only involves two steps: empathy and clarity.

Empathy is about the other person. It's paying attention to how

someone receives information. Once we know how they

understand, we can create a message that is more easily

understood.

Clarity, on the other hand, is about us. It's about our paying

attention to how the message is communicated so that our

intended message is what is actually heard -- rather than what

(we think) we said.

Goals of communication

Represents a company’s attitude and behavior during

interactions with customers.

How can Company attend its customers?

CRM

CUSTOMER SERVICE

So, effective communication is not really that difficult. It

starts with the intent (which is in our head), the message that

is communicated (which is in our words, our voice, our body

language, etc.) and ultimately the information that is heard

(which is in the listener's head).

Effective communication

Research and explain

1) What is exposure?

2) What are impressions?

3) What is a circulation?

4) What is a rating?

We have to consider various factors:

- Education

- Social class

- Religion

- Nationality

- Culture

- Region of the country.

What is a difference between birria in Aguascalientes and

Mexico City?

Understanding the message

- Clarity

- Use of symbols – it has to be unique, memorable,

recognized.

- Avoid “profession terms”.

- Avoid superlatives such as: unique, revolutionary, number

one, you may create suspicion among journalists.

- Avoid strange description: euphemisms.

- Avoid discriminatory language.

Understanding the message

In Marketing Surveys you first do pilot surveys.

You should be checking non verbal behavior.

In the classroom, in the conferences you can elicit some people

and ask simple questions and you see if they “got it”

(understood it).

Test your audience

In TV, video, or class presentations the speakers have to:

- Show appropriate facial expressions.

- Gestures

- Posture

- Clothing

- Territoriality. (in the US, casual friends are usually kept 60-

100 cms away, personal friends . 15 cm – 45 cms, intimate

friends – less than 15 cms).

Believe in message

A bank may spend thousands of dollars in a promotional slogan

“Your bank is friend, the service is what it matters”.

But if you as a customer are shown the opposite, or the

employees don’t believe it, it is worthless.

Can you think in other example?

For example

- Repetition is necessary – not everyone watches the same

program at the same hour.

- If a selected media has a high degree of credibility, the

repetition avoids the change of opinion.

- It helps the people to remember how the message is like.

- It helps to people to overcome distractions. (crying babies).

Remembering message

1. Product Awareness

If consumers do not know your product exists, than it might as

well not exist! Create marketing material. These can be one-

sheets, video teasers, images, and landing pages. Make these

marketing materials easily accessible. Utilizing creativity and

wit is a great way to engage consumers in this awareness stage.

I recommend creating a strong social media presence for said

product.

The 5 Stages to Consumer Adoption

Process

Among the methods used in the todays business landscape

include a website describing the product, blog posts, tutorial

or instructional videos, white papers, and other sources of info

that the potential consumer can discover and review.

Product Interest

Among the methods used in the todays business landscape

include a website describing the product, blog posts, tutorial

or instructional videos, white papers, and other sources of info

that the potential consumer can discover and review.

2. Product Interest

Consumers are searching for information. We are now finding

that consumers go online and utilize social media channels to

ask other individuals about your product or service. In addition,

they find online reviews and recommendations.

Opinion Leaders are very important.

Also word of mouth is very relevant.

3. Product Evaluation

Nothing helps a consumer make a decision about your product

more than actually trying your product out!

4. Product Trial

When the consumer enters the product adoption phase, he/she

is ready to purchase your companies product.

In e-commerce make the purchase possible in few clicks.

This is the critical stage that businesses need to get their

consumers to. When the customer is here, you need to make

the payment process simple, intuitive, and pain free

5. Product Adoption

• Locations: rent of meeting rooms or receptions,

• Catering service: How will you select it?

• Cost/Tips/Beverages/Waiters/Drinks

• Decoration:

• Tables/signs

• Design/Printing:

• Invitations, Programs, Entries, Ids, Promotional pamphlets

• Recognitions/Diploma

• Transport

• Performance

• Press: Advertising/Banners

• Common Expenses: Telephone/Supplies/Data management.

Events