marketing Communications

…media

3

…introduction to…

…introduction to

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, 2006)

the choice of media, vehicles and scheduling are all

determined in relation to the characteristics of the target

audience

media selection

media classbroadcast, print, outdoor, digital, in-store

media type

broadcast… television, radio, cinema, online

media vehicles

television… coronation street, x-factor

radio… absolute, Heart, Capital

newspaper… Telegraph, Metro, Sun

Class Type Vehicle

Broadcast 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, Teletext, Red 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, 2011

we need to be able to evaluate strengths and

weaknesses of different media…

…so we can choose the right mix…

…of media and vehicles

costscommunication richness

interactive properties audience profile

costs…

two types of cost…

costs need to be budgeted and paid for

each medium has costs incurred through use

absoluterelative

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

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

audience profile

who consumes the medium?

ageincomegender

class

geo-demographics, psychographics and behavioural segmentation

print

very effective at delivering a targeted message

great for high involvement

most advertising money is spent on print advertising

can have a broad appeal – (inter)national…

…to a very specialist focus

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

telling stories… and engaging

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

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 packaging

can influence through recall and recognition at the

point of purchase

cinema

High impact…

heightened level of attention… captive

has all the advantages of TV advertising

cinema

ambient

Don’t fit into transit, billboard or poster pigeon-holes

non-traditional outdoor media

ambient

ambient

direct response

the other provokes an (immediate) call to action

provides an opportunity for immediate follow-up

one purpose is to develop brand attitudes…

telephone, email, URL, green button, QR code, Shazam

process is very important here

email

digital

customers are still learning ways on interacting

the speed of technological change is still accelerating

potential has not yet been reached or realised…

…but it’s interactive, it’s personal…

…it’s mobile, it’s fast and it’s efficient

social media

…mobile

multi-channel…

Primary media such as TV, print or even sales teams

deliver the message

…it is supported by digital and direct marketing

resources can be more effectively ‘spread’ across media and channels

…linked to behaviour, media consumption and receptiveness

evaluating strengths and weaknesses of

different media…

…allows us to develop our media mix…

…of media and vehicles…

costscommunication richness

interactive properties audience profile