Topic 11b MEDIA FORMS

Transcription

1 Topic 11b MEDIA FORMS

2 Mass Media Learning Objectives Print Media advantages and disadvantages Visual Media most effective usage Audio Media Internet the new medium An integrated communication system

3 Print Media Consists of headlines illustration body copy signature/theme line

4 Newspapers Numbers of copies sold per '000 inhabitants Reading habits Scope of distribution Language Physical characteristics Types of advertisements Paper based and electronic versions

5 Newspapers Japanese paper fifteen horizontal columns US paper six vertical columns

6 Magazines Inflight magazines International papers and magazines Regional papers and magazines Business to business publications

7 Top 20 Finance/Business/News magazines worldwide Rank Market Title Publisher Frequency Circulation (000s) Adult readership (000s) % 1 USA Money Time Inc. Monthly 1,906 7, China China Tax Policy - Monthly 1, USA Kiplinger s Personal Finance Kiplinger Washington Editors Inc Monthly 1,019 2, USA Business Week McGraw Hill Co. Weekly 950 4, USA Forbes Forbes Inc Fortnightly 884 4, USA Fortune Time Inc. Fortnightly 853 3, USA Mutual Funds Magazine Institute for Economic Research Inc. Monthly 827 2, USA Smart Money Hearst Corp. Monthly 763 3, USA Inc. Magazine Goldhirsch Group 8 issues p.a , France Paris Match Hachette Filipacchi Medias Weekly 630 4, USA Entrepreneur Entrepreneur Media Monthly 543 2, Canada Maclean s Rogers Media Weekly 504 3, USA Worth Capital Publishing Monthly France Le Figaro Magazine Socpresse Weekly 488 2, France Nouvel Observateur Groupe Nouvel Observateur Weekly 471 2, France L Express Vivendi Weekly 424 2, France Capital Prisma Presse Monthly 384 2, Canada Time Linbie Media Weekly 325 3, France Le Point Le Point Weekly 303 1, Canada Report On Business Globe+ Mail Monthly 299 1,

8 Readership

9 Other Print Media Trade Publications Yellow Pages

10 Trade Publications

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12 Digital Advertising Reach two fifths of the Web population Target specific customers Access consumers in the right mindset Meet a number of advertising objectives Measure marketing performance Use many different creative formats Over US$50bn per year

13 Visual Media Television attention getting devices drama, suspense or humour making a claim and being able to prove it having a story line from intro to close enabling choice of voices, sounds and music capturing the way the product appears showing 'in use' situations large audiences

14 Audio Media Radio Adherence to strategy Simplicity Attention Communication language Mood and tone Memorability

15 Outdoor Advertising High exposure to the travelling public Need to keep illustrations and copy simple Event advertising Limitations climate, visual pollution regulations, popular complaints, limits on size/ content

16 Different advertising strategies for different cultures Advertising Strategy China (East) Australia (Western) Content Characteristics Stronger visual orientation Effective Advertising Style More responsive to visual stimuli Higher retention rate of learned ads Less repetition needed Emphasis on concrete, functional and utilitarian product benefits Explicit conclusions Stress on social norms & social acceptability Avoid sex appeal Avoid stress on consumerism Respect for elders in ads Featuring family settings Comparative ads are less acceptable Stronger aural orientation More responsive to acoustic stimuli Lower retention rate of learned ads More repetition needed Informative, rational and reason-why messages Explicit conclusions Personal preferences & feelings Sex appeal is acceptable Glorify luxurious lifestyle Less respect for elders in ads Featuring attractive celebrities Comparative ads are acceptable

17 Personal Selling Characteristics Forms of personal selling Creative selling Missionary selling Technical selling Selling to ultimate customers

18 International differences in selling Across borders and cultures Selling the organisation Country of origin Local norms

19 Sales Promotion "A featured offer to defined customers within a specific time limit Short term marketing technique

20 Sales Promotion Categories direct consumer promotions in-store consumer promotions trade and other promotions

21 Sales Promotion Trends World wide trend in budget mix towards sales promotion Increasing reliance on sales promotion to stimulate sales Sales promotion badly managed Regulations as to what is permissible differ between countries Activities are influenced by political systems, economic problems and high inflation

22 Sales Promotion Issues Costs Complexity Transnational trade ICC International Code of Advertising and Marketing Communication Practice

23 Product Placement The practice of integrating specific products and brands into filmed entertainment. The use and integration of an advertiser's product into the entertainment medium itself, blurring the distinction between the two.

24 Forms Television programs Movies Music Celebrity events

25 Advantages Placement longevity Brand awareness Public relations Low cost per thousand Far reach

26 International Issues Product availability Language Standardisation vs adaptation Economic development

27 Forms of PR News generation Events Community Relations Expert opinion Publicity materials Online media Lobbying Newsletters Supplements

28 Advantages of PR Flexible Highly targeted Independent endorsement Credible Can be implemented at relatively short notice Cost effective Can be used regardless of size of market or size of firm

29 Disadvantages Lack of control over the media Difficult to tie in other advertising messages Media time and space not guaranteed No standard effectiveness measures

30 Direct Marketing Direct marketing is the distribution of information, products and services through any advertising medium that invites the individual to respond directly to the company Includes: direct response TV advertising; direct mail; mail order; telemarketing and interactive electronic media marketing

31 Objectives Acquire new customers and prospects at the lowest possible cost Maximise the value of existing customers through: conversion, retention and repeat sales

32 International Issues Quality of mail lists Decision making units differ from country to country Sophistication of markets varies Incentive must be interesting and appealing Intrusion of privacy? Criticism on environmental grounds? Expectations re the quality of direct mail The approach/solicitation often must be couched in different terms

33 International Issues Regulations vary between countries Addresses Content Privacy Size Data processing characters Translations Copy count Local or foreign mail

34 Outdoor Advertising Posters Billboards Signs

35 Advantages Striking effect due to size Build audience coverage quickly Broad or selective audience depending on placement Geographic and seasonal flexibility Not dependent on recipient outlay On a cost per '000 basis, relatively inexpensive High frequency of viewing

36 Disadvantages Brief viewing span Non intrusive High percentage of wasted viewers Limited opportunity to deliver a written message Cost of design, artwork may be prohibitive