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2009 South-Western, a part of Cengage Learning
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15 percent commission is gone Most clients now pay on a fee-for-service basis Ad creation and placement not at same agency Traditional media lines are blurred Firms push news stories into media Movies can be promotional vehicles Agencies are leaner now that they are public firms Agencies are looking for ways to turn short term profits 4
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2. More Media
3. Going Public
Trust use to be basis for relationshipnow ROI. Other forms of media produce more measurable results than mass media so more IBP tools are being demanded. Today media exist in a transnational spaceCNN Search engines do not recognize national boundaries. Lack of standardized measurement makes pricing complex.
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5. Globalization
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7. Consumer in Charge
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Worse than ever on TV and in magazines Consumers choosing no-ad channels/satellite radio Ad blocker filters are improving on Web People are more willing to pay to avoid ads Ethnic media on rise with ethnic population growth Hispanic/Latin/Latino market growing the fastest Asian market next fastest growing
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Key distinctionIBP is not a media placement but is coordinated with media placements
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Media Planning
Media Plan
Specifies media in which advertising message will be placed to reach a desired audience
Media Class
Broad category of media, such as TV, radio, or newspapers
Media Vehicle
Specific option within a class, i.e., Vogue
Media Mix
Blend of different media to reach target audience
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Media Choice
i. Media efficiency (CPM, CPRP)
More Media Strategies d. Reach and frequency e. Continuity f. Audience duplication g. Length / size of advertisements h. Media context
Target Audience
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Media Context:
Editorial climate/tone of media vehicle
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X 1000 X 1000
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Interactive Media
Overused and ill-defined term Includes kiosks to blogs to podcasts to Internet shopping sites Growing rapidly Consumers seek ads/brand contact
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Social Networking
Revolutionized mediated communication Provide triadic communications
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