Evaluate Media Options NSWTADV403A

Television Television allows the advertiser to reach a mass market directly into their home with a 15, 30 or 60 second audio visual message that conveys emotion and delivers a call to action in a manner unsurpassed by other mediums. The finite analysis of broadcast television facilitates precision targeting of advertising communication via media buy (placements) based on TARPs. Advertising on television requires a large production budget to produce content of a technical and creative standard adequate for the medium. Television media spots are also very expensive to book (purchase). Television advertising is effective for launching a new product (using a roadblock, for example), or for maintaining and increasing consumer awareness of a brand, service or product. One category particularly adept at TV advertising is FMCG, where a connection needs to develop between the consumer and the brand/product to influence their (immediate) next purchase and differentiate the product from the variety of seemingly identical competitors on the supermarket shelf. For example, cereal brands, like Kelloggs Special K. It effectively employs television advertising to give its generic product a personality and effectively target its audience. Radio Radio provides low cost broadcast medium to reach a designated segment of your target audience via either pre-recorded advertisements or live reads, transmitted at the most effective time of the day for your advertisement, with a much shorter production and broadcast lead-time than television. Radio also offers product/segment sponsorship options (ie, competitions, outdoor broadcasts), with an advertisers message able to be aligned with the stations editorial content. Advertising messages broadcast on radio are limited in the depth and length of content they are able to functionally communicate (long, detailed messages are easily forgotten). Radio is not broadcast to a captive audience and messages must be able to cut through the competing distractions the listener may be concurrently processing (ie traffic). Radio is also not particularly conducive to advertising all product categories. The content of the advertising message must quickly be able to conjure a mental association between the audio and the consumer for the advertising to be effective. Radio is most effective in reminding the consumer and maintaining awareness of a product/service they are already acquainted with ie new cinema releases for Hoyts (and upcoming concert dates). Magazines Magazines provide advertisers with the space to communicate with the target audience in bright, glossy colour, aligning the brand / product / service with the editorial content of the magazine and providing the scope for the creative to be executed in a variety of options, depending on the budget (ie inside front cover, inside back cover, gatefold, sealed insert etc), the clarity and crispness of magazine printing technology also facilitates the inclusion of QR Codes in the advertisement and for the advertisement to be optimised for scanning by Google Goggles, and potentially other smart-phone applications. The magazine market

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is highly segmented, with popular magazines reaching large sections of the Australian population, making it possible to communicate with most demographic segments through magazine advertisements. Magazine advertisements also facilitate the inclusion of product samples and perfume panels. Most Australian magazines are national publications, making it difficult for advertisers with geo-specific requirements. Certain magazine titles also have a long lead-time to publication for advertisers. Unlike real-time broadcasters, magazine publications are a passive medium and may not communicate urgency or a time-sensitive call to action particularly effectively. High quality paper and printing techniques bring added depth and richness to images of luxury brand products, fashion, fragrance, cosmetics, jewellery, watches, automotive, tourism/travel and interior furnishings. Cosmetics brand Estee Lauder successfully utilises full page colour advertisements in womens magazine titles to depict elements of their cosmetics range and to communicate up-coming department store events and special offers. Newspapers (hardcopy) Newspapers are able to reach out to a large percentage of the mainstream Australian population on a daily basis, with a loyal readership habitually tied to consuming their news and sport content in hardcopy tabloid/broadsheet format. Newspaper layouts provide the scope for a variety of creative advertising layouts and the larger sized available space provides the opportunity for quite large graphical/pictorial advertising content, including in colour, or long copy advertisements, to convey more detailed/explicit technical product content. Newspaper advertisements may incorporate direct marketing coupons. As most metro newspapers are daily publications (local newspapers are weekly or twiceweekly), the advertisements have a shorter lead-time. Newspapers are geospecific in nature, with local papers able to be used to communicate to a target audience refined to within a handful of suburbs. Hard copy newspaper readership is declining. Newspaper readership reflects an older demographic. The main focus of newspapers is their editorial content, and there is the potential for advertising content to be overlooked. The quality of newspaper printing and paper stock is the lowest of all print publications. Newspapers are time specific publications and have a narrow window of relevance. Newspapers inform the reader of what is occurring on a defined day, and, especially at this time of year, are a particularly effective means of communicating retail store sales, for example the David Jones half yearly clearance and the Myer end of year sale. Out of Home (outdoor, static and transit) Out of home advertising provides the scope for advertisers to have their visual advertising communication placed in a variety of formats (billboards, supersites, static posters, incorporated in outdoor furniture etc), in locations relevant to the audience targeted, with the potential for the communication to be customised to include product sample dispensers, transmit to mobiles via Bluetooth, contain QR codes, in a myriad of locations chosen by the strategist/media planner, that allow

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for the brand/product/service to be, by virtue of its relative positioning, aligned to the surroundings of the advertising space. Out of home advertising is subject to a large amount of wastage. The sites require a high level of ongoing maintenance. The content of an out of home advertising message has approximately 3 to 5 seconds to be communicated and understood by the target audience, impacting how the space may be most effectively utilised. As a large, out of home, visual reminder, this category of advertising is effective at keeping a product at the top of mind of a consumer, particularly for products with a short product life cycle. Fast food companies are quite effective at utilising out of home advertising, with McDonalds using billboards to visibly depict their products, with roadside billboards used to inform motorists of the distances to the next restaurant. Internet Internet advertising encompasses a variety of online options, including banner advertising, website takeovers, search and mouseover (rollover) to name a few. The technical capabilities of digital advertising, and its ability to provide the context to translate a call to action, straight through with the click of a mouse, to the desired action, be it a transaction, competition entry, database signup, information request, recommendation to friends, or a Facebook LIKE, for example. Internet advertising provides advertisers with the opportunity to communicate to specific demographic groups, mainstream and niche, in a cost effective manner. Internet advertising may not be appropriate for all product categories, and where the advertising communication slows down an internet connection or interferes with regular browsing, the target audience may not be as interested in responding to the communications call to action. Internet advertising is successfully employed by brands with slightly complex products that may be purchased online, but that may have a fair amount of information that a consumer may reasonably want to understand at the point of purchase, for example health insurance providers like Medibank Private. Mobile (phone) Current mobile phones are able to transmit and receive location based information and, utilising Bluetooth technology, may send through (via sms) location specific advertising messages relevant to the mobile phone owner, based on their demographic / psychographic information obtained at opt-in. Advertising sent through to a mobile phone is more likely to be read. Advertising through mobile phone is relatively cheap and minimises wastage by ideally being sent through only to people who have demonstrated an interest in receiving advertising from participating categories. Given the dynamics of the technology, there is scope to broadcast an immediately effective call to action, and to heighten the relative importance of time and place to influence the message recipient. Not everyone has their mobile powered on all the time, and people sometimes leave it on silent for prolonged periods. The effectiveness of this form of

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advertising has a finite window of opportunity, as more categories and brands include mobile advertising in their campaigns consumers may be less keen to allow their private/personal communication device to become cluttered with advertising content. Harnessing the physical nature of a mobile, with the digital capacity of what may be sent through to it, the options for advertisers are extensive and may include offers, vouchers, coupons etc, either building on customer loyalty, or increasing a consumers brand awareness of a product in a category they have previously indicated an interest in, for example Oporto sending out mobile advertising to shoppers in a suburban plaza just before it hits lunchtime, with an offer valid for a limited time. Viral Viral content disseminated through YouTube, Vimeo, 4chan or some such similar content sharing service, propagated by consumers using social networking sites, increases a brand or products authenticity/credibility with consumers, and allows a brand or product to carry the effective endorsement of the cumulative viewers of the piece of viral content, most importantly of all, the endorsement of the friend or relative that made you aware of it, shifting a brands presence from the bought and owned space into the earned space. Viral content is only successful if it resonates & is successfully seeded and may only be successfully employed when reaching certain demographics. For viral content to be successful is must be funny, bizarre or cool, and must be worthwhile for individuals to pass on. An example of a recently successful piece of viral content is the Old Spice advertisement that has gained traction via YouTube. Branded Entertainment Allows a brands product or service to be aligned to the pretext and relative positioning of the branded entertainment environment. By having a product or service placed into the storyline or set environment of a TV show or film, an attitude or behaviour towards the item may be successfully demonstrated, and, by association, affiliated with the aesthetic of the production. Success depends heavily on the popularity of the programming. Hardware store Mitre 10 associated with lifestyle / home improvement programming, with home renovation products etc. Cinema Cinema advertising provides advertisers with a larger screen for more powerful, action-filled, emotive advertisements, with the scope for a slightly longer time format. Cinema advertising gives the advertiser the opportunity to make an extended use of a television commercial. Advertisements may be geographically specific, based on products or services focused on a location in the vicinity of the cinema. Cinema advertising provides the ability for an advertisement to be targeted demographically according to the movie genre, broadcast to a captive

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audience, with a pricing structure and local focus that makes it more attractive to smaller local-based business. The timing of sessions makes it possible for cinema goers to skip cinema advertisements totally by arriving just prior to commencement of a feature film. The audience members that are exposed to the advertising may have very low recall of it, after passively sitting through a ninety minute to two hour feature film, reducing the capacity of a cinema advertisement to transmit a successful call to action. Heightened audio visual capacity of cinema advertising makes it conducive to content that benefit from the effects of combined sound and vision to deliver an advertising message that is memorable and will improve recall. The types of advertisements that are most successful in this environment are advertisements for upcoming feature film releases, for example The Green Hornet.

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