INTEGRATED MARKETING

COMMUNICATIONS
Week 4 Lecture
Understanding Media

Learning Objectives
Understand differences between available
media
Explain the characteristics associated with
each class of media
Appreciate some principles associated with
media planning

The Communications Process

MEDIUM

SENDER

ENCODE

MESSAGE

MEDIA
CHANNE
L
DECODE

RECEIVER

NOISE

FEEDBACK

RESPONSE

Based on Schramm (1955)

Media definition
Media channels are used to convey
messages to target audiences
Message delivery effectiveness depends
on the use of appropriate media
(Fill, 2011)

Understanding the Media

Traditional Media
(mainly mass market)

TV
Radio
Print
Outdoor (Billboards, Transit)
Cinema
Point-of-purchase

Non-traditional Media
(not mass market,
interactive)
Internet
Text messaging
Augmented reality

Decision Making: Integral to Effective

Message Delivery
Which media channels?
Combination
Specifics i.e. What newspaper?

Timing: When?
E.g. Week day, time of day?

Frequency?

Media Decision Making: Integral to

Effective Message Delivery
Even a great ad will not work if:
In the wrong place, at the wrong time
Or not seen often enough

Media Decision Making: Factors to

Consider
Costs- absolute, relative

Audience profile- size and type

Ability to communicate to the target

market

Media Decision Making:

Factors to Consider

Competitive activity
Ease of booking
Restrictions

Media Decision Making:

Coverage & Reach
Reach the number of target market customers
that will be exposed to the media at the time
and place that the communication appears
News at Ten reaches 6 million viewers
20% are ABC1 tradesmen
News at Ten reaches 1.2million
tradesmen
11

Media Decision Making:

Reach Calculation
Percentage of
target market
customers

Reach =
Total number of
program viewers

12

100

Media Decision Making:

Coverage & Reach
Coverage the percentage of target audience
reached by the ad
News at Ten reaches 1.2million tradesmen
10million tradesmen in the UK
(1.2million/10million) x 100 =
News at Ten coverage of tradesmen is 12%

Media Decision Making:

Coverage Calculation
Coverage =
Number of x target market
customers program reaches
Total population of x target
market customers in a region

14

X 100

OTS (Opportunity To See)

The number of views that an advertisement
potentially achieves,

depending on the reach &

how many times the advertisement is shown in a period

An advertisement placed during the News at Ten reaches

1.2 million tradesmen
If the advertisement is repeated 5 times over one week
ABC1 men have 6million OTS

Media Decision Making:

Opportunity to see calculation

number of times advertisement

OTS = Reach X
is repeated during a program
over a period of time

16

Mass Market Media Spend Composition

United Kingdom:
12Billion/per year

Print advertising
(53%)
TV & Radio (28%)
Other (19%)
6.5bn
3.3bn

17

Print: Magazines

Strengths

High quality, range of titles, long

life

Weaknesses

Long booking periods, high cost, slow

to build impact

Print: Newspaper

Characteristic High involvement, regular

s
audience, interests and lifestyles,
retention, reader controls pace
Strengths

Wide exposure, flexible presentation

Weaknesses

Falling circulation, target markets

aging, competition from news sources,
relatively poor reprographics

Broadcast media: Television

Characteristic Low involvement medium,
s
20, 30, 60 second slots
How much did a 30 slot cost in
2014?
Strengths

Flexible, impactful, status, low cost

reach

Weaknesses

Short messages, fragmented,

consumers do not attend

Broadcast media: Radio

Characteristic Low involvement medium
s
Strengths

Mobile medium, low cost, flexible

Weaknesses

No visual stimulus, inattentiveness

New Media: On-line and off-line

What?

Internet, interactive mobile devices,

digital TV

Strengths

Immediate dialogue and response,

customer actively seeking message,
personalisation

Weaknesses Fragmented reach, perhaps some of the

golden oldies are reluctant to use the
internet

New Media: On-line and off-line

Augmented Reality op Rotterdam Centraal
- National Geographic
Blippar Channel
Q2. What are the benefits for companies
using the Augmented Reality medium?
23

Outdoor Media: Billboards

Characteristic Number of poster advertisements
s
are growing,
Strengths

Good opportunities to see (OTS),

measurable, new technology

Weaknesses

No provision for detailed information

Outdoor Media:
Billboards
Encourage multiple
representations in
Memory

Easy Lamb Roast Ad

Outdoor Media:
Billboards

Outdoor Media: Billboards

Outdoor Media: Transit

What?

Mobile, trains, boats, planes, buses,

cabs, the Underground

Strengths

High reading and recall due to transit time

and boredom

Weaknesses High levels of clutter, not a mass medium

In Store
What?

Window displays, racks, signs,

trolleys, coupon dispensers, dump
bins, checkout displays, aromas and
ambience

Why
bother?

75% of purchase decisions are made in

store impulse purchasing

Strengths

Reinforces awareness, relatively low cost

Weaknesses Engage only with those about to buy,

easily damaged, needs tight control

Cinema
Characteristic Growing medium
s
Strengths

Customers in positive mood, low cost,

4 times better recall than TV

Weaknesses

80% aged between 15-34, high

irritation factor

Product Placement
What

Companies pay to insert their brands

in films or TV popular shows

Strengths

Source credibility, high impact plus extra

exposure with video and DVDs,
unobtrusive

Weaknesses

Product could be missed, very high costs,

no explanations, unethical?

Product Placement Trends

Product Placement Goes Digital

Q. What are the added benefits of Digital
Product Placement?

32

Exhibitions
Why?

To create and sustain relationships

between stakeholders, customers
and prospects

Strengths

Cost per enquiry can be OK, good for

product launch and PR

Weaknesses

Costs of stand, management time off

road

Sending emails

34

Email address: r.yakimova@bradford.ac.uk

Email subject: Integrated Marketing Communications

inquiry

Consultation times
Dr Raisa Yakimova

Cartwright Building, Room 0.26

2.004.00pm on Thursdays
Drop-by without an appointment
35

Assignment information

36

You should be working on Group Assignment Work Book

Sheet No. 2 (see Blackboard Assessments)

Recommendation: select a Target Market based on

suggestions offered by Smith and Taylor (2004)

You selected target market should also take into

consideration the main theories that will underpin your
proposal.

Assignment information

Best to select theories that help to explain the influeunce of

Integrated Marketing Communications on Consumer
Behaviour.

Q. Do we have to follow the suggested report structure

discussed in the Group Assignment Brief?

37

No, this is just a suggestion.

Assignment information
Q 4. Can I change assignment groups?
If you have not yet started working on the group assignment,
you can change assignment group (see Q 2), provided that your
group members know your intent to leave the group.

38

Tutorial Groups & Assignment Groups

Q 5. I am in a different tutorial to my assignment group
members. Which Tutorial Group time should I attend?
For tutorial sessions 2, 3 and 5 (see module handbook, p. 13),
you should attend your usual Tutorial Group time (allocated in
Blackboard).
For Session 4 you should make sure all your group members
attend the tutorial that (preferably) the majority of your group
members are allocated to, even if this is outside your usual
Tutorial Group time.
39

Assignment information
Group assignment allocation:

40

Students not yet allocated to assignment groups, please

raise your hands

Come to the front of lecture theatre at the end of the lecture,

so you can meet other students that you could potentially
sign up

Please return assignment group sign up sheets to AB 1.4

Preparation for Lecture 5

Advertising & Interactive Communications
Review lecture slides
Fill (2011) Chapters 9 & 14

41