Chapter 16. The Media Mix. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 16-1
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1 Chapter 16 The Media Mix Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-1
2 Chapter Objectives 1. What is the media mix? 2. How are media types classified? What are the advantages and disadvantages of each? 3. How do marketers choose media types to execute a marketing plan? 4. How do marketers adjust media plans to improve performance? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-2
3 Objective 1 What is the media mix? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-3
4 F N The Media Mix is the selection of media used for an advertising campaign as well as the budget allocated to each medium. Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-4
5 Media Mix X N Strategy What Message? To whom? Where? When? How? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-5
6 Media Mix X N TV Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-6
7 Media Mix 3,000 1,500 Hours spent consuming some type of media Hours watching TV listening to the radio 900Hours playing video games 80Hours 275 Hours reading 200Hours on the nternet Source: FoxNews.com Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-7
8 Mobile dvertising N T N G S S 56% of consumers surveyed would accept ads sent to their cell phone for a 25%-50% reduction in the monthly wireless bill. Source: Transverse Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-8
9 Objective 2 How are media types classified? What are the advantages and disadvantages of each? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-9
10 F N Media Type (or media vehicle) is a form of media used for marketing communications, including types such as broadcast, print, interactive, branded entertainment, and social networks. Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-10
11 Media Types X N Broadcast: TV, Cable, Radio Buy Here! rint: Newspaper, Magazine, irect Mail nteractive: -mail, Banner ds Out of Home: Billboards, osters Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-11
12 Media Types fficiency Clutter Media mpact ngagement Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-12
13 Cost er Thousand (CM) T H N K B O U T T n advertisement costs $4,000 and generates 120,000 impressions. What is the CM? Cost per Thousand (CM) dvertising Cost (mpressions Generated/1,000) $4,000 (120,000/1,000) $4, $33.33 Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-13
14 Broadcast Network Television CBS FOX BC Cable Television US SN NBC Radio High Reach Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-14
15 rint Circulation Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-15
16 Out of Home osters Transit Outdoor boards Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-16
17 nteractive Mobile dvertising Buy Here! Banner ds nternet Search Classified (Craig s ist) Gaming User-generated Facebook MySpace Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-17
18 Branded ntertainment lso known as roduct lacement The integration of brands or brand messages into entertainment media. Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-18
19 ersonal Selling irect Marketing ersonal Selling Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-19
20 Objective 3 How do marketers choose media types of execute a marketing plan? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-20
21 F N Media Selection refers to the process of choosing which media types to use, when, where, and for what duration in order to execute a media plan. Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-21
22 Media Selection rocess X N Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-22
23 Media lanning Media lanner Media Flowchart Frequency Reach Gross Rating oint Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-23
24 Media Flowchart N T N G S S Network TV CS Miami Big Bang Theory Cable TV SN iscovery Magazines Men s Health GQ nternet Google J F M M J J S O N Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-24
25 Media Buying Media Buyer d Trafficking Upfront Market Safari Times Scatter Buys Rates for 2010 Rate Cards Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-25
26 Objective 4 How do marketers adjust media plans to improve performance? Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-26
27 F N Media Optimization is the adjustment of media plans to maximize their performance. Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-27
28 X N Media Optimization Media udit dvertising Results Guarantee ads Guarantee ds Make-good ads Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-28
29 Media Optimization rint Radio TV Mobile nternet rint Radio TV Outdoor Outdoor Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-29
30 Visual Summary Copyright 2010 earson ducation, nc. ublishing as rentice Hall 16-30
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