Media Basics Media Basics In most cases media is supported by advertising Media costs are the biggest part of a campaign budget from an advertising or marketing communication plan Achieving efficiency is critical Media advertising was a 960 billion industry in 2007 Prentice Hall 2009 8 1 Key Media Players Key Media Players Media Salesperson 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 place the buy with one order Media Researchers compile audience measurement data media costs and availability data for the various media options 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 spin off from an advertising agency and now work for a variety of clients Prentice Hall 2009 8 2 Key Media Concepts Key Media Concepts Media mix Media vehicle The way various types of media are strategically combined to create a certain kind of impact A specific TV program 60 Minutes newspaper Chicago Tribune El Neuvo Herald magazine Woman s Day GQ radio station or program NPR s All Things Considered Rush Limbaugh s talk show Prentice Hall 2009 8 3 Key Media Concepts Key Media Concepts Targets and Audiences The goal of the media plan is to match the advertiser s target audience with the audience of a particular medium Measuring Print Audiences Impressions one person s opportunity to be exposed one time to an ad Circulation number of copies sold not readership Gross Impressions estimate of total impressions if an ad runs in three issues the gross impressions are impressions times three Prentice Hall 2009 8 4 Key Media Concepts Key Media Concepts Reach The percentage of the media audience exposed at least once to the advertiser s message during a specific time frame Frequency The number of times a person is exposed to an You have to hear see an ad three times for it to advertisement make an impact Principle The goal of a media plan is to reach as many people in the target audience as often as the budget allows Prentice Hall 2009 8 5 Print Media Characteristics Print Media Characteristics Ads in newspapers magazines brochures posters outdoor More information richer imagery and Longer messages than broadcast Often used to generate cognitive responses More concrete less fleeting than broadcast and more engaging when targeted to special interest audiences Can engage the senses of sight touch and smell Prentice Hall 2009 8 6 Newspaper Basics Newspaper Basics Newspaper s primary function is news making it appropriate for ads that announce sales events or other news Readership is declining especially among young people Newspapers are a local mass medium Market Selectivity allows newspapers to target specific consumer groups Principle A basic principle of newspaper publishing is that people read newspapers as much for the ads as they do for the news stories Prentice Hall 2009 8 7 Newspaper Types of Newspaper Types of Circulation Circulation Subscription Individuals and companies sign up to receive a publication over a specified time for a certain fee Single Copy Sales Copies sold at newsstands 3rd Party Copies bought by hotels restaurants airlines that are distributed to guests Prentice Hall 2009 8 8 Newspaper Newspaper Frequency of Publication Frequency of Publication Dailies Weeklies About 1 500 dailies in the United States usually published in cities and larger towns About 6 700 serving towns suburbs and smaller cities Sunday Editions Approximately 30 of dailies and a few weeklies also publish Sunday editions Business or organization newspapers May be published weekly monthly quarterly bimonthly every other month or semimonthly twice a month Prentice Hall 2009 8 9 Newspaper Editions Newspaper Editions Yesterday s events advance coverage of today s events Today s events up till mid day and advance stories for Morning Evening tomorrow All Day Frequent updates with different editions published during the day Special Interest Ethnic such as Spanish language Asian and African American also upscale neighborhoods by zip code Prentice Hall 2009 8 10 Newspaper Format and Size Newspaper Format and Size Broadsheet Tabloid Standard size generally 22 inches deep and 14 inches wide with eight columns Half the size of a broadsheet with five or six 2 inch columns Prentice Hall 2009 8 11 Newspaper Ad Sales Newspaper Ad Sales Ads are sold based on the size of space Local advertisers and volume buyers get discounts national advertisers pay a premium Ads are sold by local sales staff or brokers one order one bill The introduction of The Standard Advertising Unit SAU in the 80s made national buying much easier Some newspapers offer large advertisers Hybrid Rates between local and national Co op advertising a local retailer places an ad and the manufacturer pays for part of the ad Prentice Hall 2009 8 12 Types of Newspaper Advertising Types of Newspaper Advertising National vs Local Classified Ads Advertising by individuals to sell their personal goods and advertising by local businesses Display Advertising Any size placed anywhere except the editorial page Run of Paper ROP rate can run anywhere or preferred position rate select sections where ad runs Supplements Usually independently published syndicated magazine style publications that are sold to newspapers and inserted on Sunday Free Standing Insert FSI preprinted advertisements such as the grocery ads that are inserted into the newspaper for a fee Prentice Hall 2009 8 13 Newspaper Readership Newspaper Readership Measurement Measurement About 52 of American adults read the newspaper daily Newspaper readers are older people with higher incomes and educational levels Newspapers measure their audiences to attract advertisers who want to reach their readers Audit Bureau of Circulation independently verifies statements about newspaper circulation statistics Simmons annually measures readership profiles in approximately 70 of the nation s largest cities Prentice Hall 2009 8 14 Types of Magazines Types of Magazines Consumer Magazines Business Magazines Aimed at consumers who buy products for personal use Trade