The Marketing of MessagesMediaMedia SpeakSlide 4Slide 5Slide 6Slide 7Media Building BlocksPrintNewspaperMagazinePowerPoint PresentationRadioTelevisionCable TVBuildingBuilding The Media Plan:Slide 18Slide 19Slide 20Slide 21Slide 22Slide 23Slide 24Slide 25Slide 26Slide 27Slide 28Slide 29Slide 30Slide 31Slide 32Slide 33Slide 34Media Planning:Slide 36Slide 37Slide 38Slide 39& & The Marketing of MessagesThe Marketing of MessagesMediaMedia&&MediaMedia Media Speak Media Building BlocksStrengths & Weaknesses Building The Media Plan The Media Planning Revolution Media Speak Media Building BlocksStrengths & Weaknesses Building The Media Plan The Media Planning RevolutionThe Marketing of MessagesThe Marketing of MessagesMedia SpeakMedia Speak Media/Medium/Vehicle Media = collective noun Medium = one type of media Vehicle = single carrier Media/Medium/Vehicle Media = collective noun Medium = one type of media Vehicle = single carrierMedia SpeakMedia Speak Audience/Coverage/CompositionAudience  number or % exposed to a vehicleAudience Coverage  number or % reached by a single insertion in a specified areaAudience Composition statistical breakdown of a media vehicle’s total audience Audience/Coverage/CompositionAudience  number or % exposed to a vehicleAudience Coverage  number or % reached by a single insertion in a specified areaAudience Composition statistical breakdown of a media vehicle’s total audienceMedia SpeakMedia Speak Reach & Ratings Broadcast Media use Rating Points % of Target Audience reached by a media vehicle Print Media use Circulation Number of copies sold or distributed  Reach & Ratings Broadcast Media use Rating Points % of Target Audience reached by a media vehicle Print Media use Circulation Number of copies sold or distributedMedia SpeakMedia Speak Above-the-Line/Below-the-Line Above = paid advertising Below = sales promotion, PR, events Traditional/Non-Traditional Traditional = major mass media Non-Traditional = unique media opportunities and new media forms Above-the-Line/Below-the-Line Above = paid advertising Below = sales promotion, PR, events Traditional/Non-Traditional Traditional = major mass media Non-Traditional = unique media opportunities and new media formsMedia SpeakMedia Speak “Brand Contact Points” & More Brand Contact Points Personal Media Network Aperture Clutter & FragmentationClutter - a result of  More media channels More messages in each channel Fragmentation - a result of More media channels More audiences. Smaller audiences. “Brand Contact Points” & More Brand Contact Points Personal Media Network Aperture Clutter & FragmentationClutter - a result of  More media channels More messages in each channel Fragmentation - a result of More media channels More audiences. Smaller audiences.Media Building BlocksMedia Building Blocks Strengths & Weaknesses of each Medium Strengths & Weaknesses of each MediumStrengths & Weaknesses:Strengths & Weaknesses: Steps of Building a Media Plan. Steps of Building a Media Plan.PrintPrint Portable “Time independent” Not a fleeting medium - it lasts Accommodates complex copy Good picture quality Easier to feature more than one product Versatility Can be preserved and reread Journalistic content = credibility & prestige Can deliver coupons Portable “Time independent” Not a fleeting medium - it lasts Accommodates complex copy Good picture quality Easier to feature more than one product Versatility Can be preserved and reread Journalistic content = credibility & prestige Can deliver couponsStrengths & Weaknesses:Strengths & Weaknesses: “Prestigious” Readers upscale Readers use ads Less lead time Strong local emphasis Sense of immediacy “Cataloging Value” “Prestigious” Readers upscale Readers use ads Less lead time Strong local emphasis Sense of immediacy “Cataloging Value” Reproduction varies Not much passalong Can be expensive Cluttered Not read thoroughly Poor demographic selectivity May have adverse editorial Reproduction varies Not much passalong Can be expensive Cluttered Not read thoroughly Poor demographic selectivity May have adverse editorialNewspaperNewspaperStrengths & Weaknesses:Strengths & Weaknesses: Special audience opportunities Can be long-lasting Repeat exposure High “passalong” Creative flexibility  Special audience opportunities Can be long-lasting Repeat exposure High “passalong” Creative flexibility  Building audience takes time Can be cluttered Early closing dates  Building audience takes time Can be cluttered Early closing dates MagazineMagazineStrengths & Weaknesses:Strengths & Weaknesses: Poor demographic selectivity Limited time. Limited copy. Complicated logistics Can be expensive Restrictions Poor demographic selectivity Limited time. Limited copy. Complicated logistics Can be expensive Restrictions Frequency and repetition Large audiences. Low cost. Visual impact Blanket coverage Versatility Frequency and repetition Large audiences. Low cost. Visual impact Blanket coverage VersatilityOut-of-HomeOut-of-HomeStrengths & Weaknesses:Strengths & Weaknesses: Various formats. Special audiences. Inexpensive  Affordable frequency Affordable production Reaches mobile market Scheduling & creative flexibility  Immediacy Various formats. Special audiences. Inexpensive  Affordable frequency Affordable production Reaches mobile market Scheduling & creative flexibility  Immediacy Radio is cluttered Radio is clutteredRadioRadioStrengths & Weaknesses:Strengths & Weaknesses: Radio spots are fleeting Radio spots are fleeting Impact Market coverage Intrusive Flexible Cost-efficient (CPM) Prestigious Impact Market coverage Intrusive Flexible Cost-efficient (CPM) Prestigious Fleeting Expensive Big shows. Big Bucks. Production can be expensive Best shows have limited availability Fleeting Expensive Big shows. Big Bucks.