introduction to marketing comms lecture 3
TRANSCRIPT
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marketing Communications
…media
3
…introduction to…
…introduction to
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media...when the message is agreed a media
plan is developed
it provides the “optimum route for the delivery of the promotional message to the target audience” (Fill, 2016)
the choice of media, vehicles and
scheduling are all determined in relation to
the characteristics of the target audience
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media selection
media classbroadcast, print, outdoor, digital, in-store
media typebroadcast… television, radio, cinema, online
media vehiclestelevision… coronation street, x-factor radio… absolute, Heart, Capitalnewspaper… Telegraph, Metro, Sun
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Class Type VehicleBroadcast TV, Radio Coronation Street, X-
FactorAbsolute Radio, Classic FM
Print Newspapers, Magazines, Journals
The Times, The Mirror, Cosmopolitan, The Grocer, The Economist
Outdoor Billboards, Street furniture, Transit
96-, 48- and 6- Sheet, Bus Stops, Taxis, Buses, Cars
Digital Internet, Digital TV, CD/DVD/Blu-Ray,Mobile
Website, email, intra/extranets, text, Green Button, Banners, MMS
In-store POP, POS, Packaging Bins, Signs, Displays, Boxes, Bottles
Other Cinema, Exhibitions, Product Placement, Ambient, Guerilla
Films, Ideal Home, London Fashion, Film/TV/Book/Video, Petrol Pumps, Flyposters, Clean
Adapted from Fill, 2016
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we need to be able to evaluate
strengths and weaknesses of different
media…
…so we can choose the right mix…
…of media and vehicles
costs communication richness
interactive properties audience profile
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costs…
two types of cost…
costs need to be budgeted and paid for
each medium has costs incurred through use
absolute
relative
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communication richness…
the way the message is delivered and understood varies depending on the medium
sight movement
some are one-dimensional…
sound
some are multi-dimensional…
need to consider the rational and emotional message
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interactive properties
Digital media can offer more interaction…
…more interaction leads to dialogue and engagement
…and hopefully a relationship
however, some products don’t require a relationship
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audience profile
who consumes the medium? age
income
gender
class
geo-demographics, psychographics and behavioural segmentation
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very effective at delivering a targeted message
great for high involvement
a large percentage of advertising money is spent
on print
can have a broad appeal – (inter)national…
…to a very specialist focus
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broadcast
mass reach with relatively low cost
sight, movement, sound, colour
mainly considered to be TV and Radio
can tell stories and appeal to emotions
lack of involvement and engagement if poorly executed
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telling stories… and engaging
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outdoor
are present out of home – so consumption can be in a variety of places
offer supporting messages to ‘primary’ media (broadcast and print)
Three main formats – furniture, billboards and transit
can be interesting and novel…
…helping to avoid clutter in primary media
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in-store
can grab the attention of shoppers
retailers control POS and POP
an increasing number of choices about
brands and products are made in stores
manufacturers are in charge of packagingcan influence through recall and
recognition at the point of purchase
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cinema
High impact…
heightened level of attention… captive
has all the advantages of TV advertising
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cinema
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ambient
Don’t fit into transit, billboard or poster pigeon-holes
non-traditional outdoor media
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ambient
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ambient
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direct response
the other provokes an (immediate) call to actionprovides an opportunity for immediate follow-up
one purpose is to develop brand attitudes…
telephone, email, URL, green button, QR code, Shazamprocess is very important here
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digital
customers are still learning ways on interacting
the speed of technological change is still accelerating
potential has not yet been fully reached or
realised…
…but it’s interactive, it’s personal…
…it’s mobile, it’s fast and it’s efficient
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social media
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…mobile
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multi-channel…
Primary media such as TV, print or even sales teams deliver the message
…it is supported by digital and direct marketingresources can be more effectively ‘spread’ across media and channels
…linked to behaviour, media consumption and receptiveness
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evaluating strengths and weaknesses of
different media…
…allows us to develop our media
mix……of media and vehicles…
costs communication richness
interactive properties audience profile