Media Analysis
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Media Analysis |
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 | Cost Per Thousand/Low CPM-Cheap tonnage| Reach Potential 60% | Geographic Flexibility - Excellent | Audience Selectivity - Excellent | Speed of Audience Accumulation - Good | Timing Flexibility - Excellent | |
 | More people listen to radio than any other medium| Buy by Station Format | Network, Spot (by SMA), and Local | Rates are on day time slots | 6 - 10 am Morning Drive | 10 - 3 pm Daytime | 3 - 7 pm Afternoon Drive | 7 - Midnight Evening | Midnight - 6 am Night | |
Reasons to Use Radio
Radio done right conjures up personalized images in the mind of the consumer
Excellent support of total promotion with TV & Print
Admonitions
Radio is often done poorly. Most is badly written-be wary of humor.
| Cost Per Thousand Average dependent on mag. tonnage| Reach Potential Good | Geographic Flexibility Fair-can buy Tip-In with regional ed. | Audience Selectivity Excellent
| Speed of Audience Accumulation Poor-minimum of 3 exposure advised | Timing Flexibility Poor-lead time 3-4 weeks | |
| Color| Authority and Believability | Permanence | Prestige | Audience Selectivity excellent | Extensive Pass-Along Readership | |
Reasons to Use Print Meida
Print delivers reliably
Absorbed more thoughtfully
Great selectivity of audience
Admonitions
Do not enter Print Media without enough money to do it well.
Lack of immediacy
| Recommended Magazines | Circulation* |
|---|---|
| Reader's Digest | 11,044,694 |
| TV Guide | 9,009,571 |
| Better Homes and Gardens | 7,606,829 |
| National Geographic | 6,602,650 |
| Good Housekeeping | 4,758,893 |
| Family Circle | 4,641,256 |
| Women's Day | 4,279,375 |
| Time | 4,112,311 |
| Ladies Home Journal | 4,102,373 |
| People | 3,603,114 |
| *Circulation totals from 2004 | |
| Cost Per Thousand; Low, very efficient, lots of tonnage| Reach Potential; 95%-whole world | Geographic Flexibility; Excellent Reach | Audience Selectivity; Poor-anyone | Speed of Audience Accumulation; Fair | Timing Flexibility; Poor-lead time 3-4 weeks | |
| Bus, Train and Taxi | Bus inside and exterior cards | Automobile Wraps |
| Exterior Taxi cards | Bus exteriors | Traveling Billboard |
| Bus | Back Attack | Point-of-Purchase |
| Super Tail | Mural | Hotel Keys |
| Back Attack | Super Tail | Popcorn Bags |
| Mural | Full Wrap | Theater Ads |
| Transit Shelters | Shelter Poster | Animated Taxi-Tops |
| Bench | Product Placement | Restroom Ads. |
| Backs of Boxes | Advertising in TV shows | Building Walls |
| Roof Top ads | Sports Arena ads | Airline Trays/Baggage Racks |
| Internet Adver-Games | Banners and Pop-Ups | Airport Signage |
Must be appropriate to target audience and marketing strategy.
| Cost Per Thousand; Average efficiency- mass tonnage| Reach Potential; Up to 90% Reach | Geographic Flexibility; Excellent | Audience Selectivity; Fair (mass audience) | Speed of Audience Accumulation; Excellent | Timing Flexibility; Good to OK | |
| More people listen to radio than any other medium| Mass Coverage-Tonnage | CPM Low | High Impact | Prestige | |
Broadcast Admonitions
High production costs
Little target audience selectivity
| Audience Selectivity excellent| Audience demographics-good info available | Cost is Low | |
| Neilsen Ratings| Defining TV Markets Areas | Designated Market Area (DMA)-geographical targeting Spot TV | Buy in Day Parts (time slots) | |
| MEDIA OVERVIEW | |
|---|---|
| Newspapers | 32% |
| Broadcast TV | 23% |
| Radio | 10% |
| Consumer Magazines | 7% |
| Total Magazines | 9% |
| Internet | 3% |
| All Other | 9% |
| *Canvas percentages from 2004 | |
Increasingly Complex
| Increasing Media Options| Fragmented | Cost Rising | Bundling Values Added TV Programming | |
Media Strategy Admonitions
| How objectives are achieved? (link)| What Media Vehicles are to be used and why? | Who is Target Audience and Why? | What is to be achieved? (spell out clear goals) | What is the Advertising Weight? -Ideally would be able to ascertain Gross Ratings Points (GRPs) | Evaluate Media on basis of Efficiency or CPM | |
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