Which Media?Media buying considerations:

• Reach/ coverage/ circulation

• Frequency

• OTS – Opportunity to see

• The budget

• Economy

• Profile

• Primary or support role

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

2

Media TypesMedia TypesPrint MediaPrint Media

• Newspaper

• Magazine

• Trade publications

• Direct mail

• Special interest publications

• Yellow pages

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

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Media TypesMedia TypesOnline MediaOnline Media

• Online directories,

portals, aggregators

• Web page

• Banner ads

• Search engines

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

4

Media TypesMedia TypesBroadcast MediaBroadcast Media

• Radio

• Television

• Film

• Video

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

5

Media TypesMedia TypesDisplay MediaDisplay Media

• Posters

• Billboards

• Point of sale

material

• Other outdoor

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

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Newspaper - AdvantagesNewspaper - Advantages• Large coverage

• Relatively low cost per

prospect

• Immediate/timely

• Access to many

socioeconomic groups

• Target specific

audience via specialty

sections

• Flexibility - colour, size

• Visibility – colour, picture

• Measure effectiveness

– Calls to action, coupons

• Short lead time

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

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Newspaper - DisadvantagesNewspaper - Disadvantages

• Inconsistent reproduction

• One day exposure (typically)

• Clutter – can be lost

• Maybe limited to text or black & white

• Lack of movement and sound

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

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Radio - AdvantagesRadio - Advantages• Specific audience (demographics)• Immediate, timely• High entertainment value• Celebrity endorsement or pitch• Time and content flexibility• Use of human voice - emotion• Reinforcement

– Frequent (multiple exposure)

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

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Radio - DisadvantagesRadio - Disadvantages• Time limitations restricts message

• Need for repetition

• Clutter – can be lost

• Low recall esp detail (contacts, website etc)

• Station ‘surfing’ during commercials

• Short ad exposure

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Television - AdvantagesTelevision - Advantages

• Large coverage area

• Can target a specific audience

• Uses both visual & auditory

stimulants

• Large repeat exposure

• Easy to reproduce advertisement

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

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TV - DisadvantagesTV - Disadvantages

• Expensive to air and produce

• Time limitations restrict message

• Need for repetition

• Inattention or absence during ads

• Inverse relationship between hours

watched and income

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Point of SalePoint of SaleAdvantages

• Influences impulse purchasing

• Helps product stand out from competition

• Direct response/ action

• Branding/ FOMA

Disadvantages

• Reliance on RTA

• Can be expensive

• Competing point of sale material

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

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Outdoor Outdoor

Advantages

• Large audience exposure

• Use of colour

• Signs - information and directions

• Continuous

• Impulse visitation

Disadvantages

• Limited message length

• Initial production and preparation costs

• ideal site selection hard to get

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

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Magazine - AdvantagesMagazine - Advantages• Large coverage of

qualified prospects

• Low ‘total’ cost relative to newspapers

• Anticipated

• Access to many socioeconomic groups

• Can target a specific audience with compatible interests, demographics

• Can use colour and

flexibility in size

• Visibility eg picture

• Call to action to

measure effectiveness

TAFE SIT Ultimo T.Kramer Autumn 2009 - Week 10

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Magazine - DisadvantagesMagazine - Disadvantages

• Clutter – can be lost among others

• Lack of movement and sound

• More expensive than newspaper per

‘eyeball’

• Longer lead time

• Can also become out of date, expiry

Evaluating effectiveness

• Sales

• Enquiries

• Awareness

• Changes in attitude

• Changes in customer profiles