Dog owners constitute a large target market. Most members share something in common: the desire to let the pet run free and unfettered. If other friendly dogs are nearby and want to play—all the better. The Unleashed Dog Park was created to meet this need. Out-of-home advertising can be the critical component of an IMC program and, in some cases, the primary medium. To help launch the new business venture, The Pink Jacket Creative advertising agency created a feeling of expectancy and mystery with its ‘Unleashed Dog Park’ campaign, which featured the three successive billboards shown in this section. The first billboard displays a dog on a leash. The unfinished nature of the image helps capture interest. Next, the dog, now with an unfastened leash, moves to the center of the billboard, and ‘unleash’ appears in the top-right corner. In the final billboard, the dog is on the right side of the billboard, the leash is gone, and the message ‘Unleashed indoor dog parks’ appears. It also displays the services offered, the website of the park, and the location of the facility. In addition to billboards, street kiosks and bus wraps were used to get the message out. The early results of the campaign were positive. Many dog owners became aware of the new indoor dog park. What followed represent common challenges in marketing communications: sustaining initial interest, moving consumers to action, and building repeat business. In this next phase, dog owners needed to be encouraged to try the facility. They should be led to believe that the price of entry was a value. Then, over time, they can be enticed to make return visits and to offer word-of-mouth referrals to other pet owners. Only if these objectives can be attained will the initial success of the Unleashed campaign become validated. Answer the following questions and upload your responses to the designated drop box: 1) Define the marketing goals for the second phase of the Unleashed Dog Park promotional efforts. 2) How would the three-exposure hypothesis or recency theory apply to this advertising program in its initial stages? What about the second campaign after consumers are aware of the dog park? 3) Which traditional advertising media should the marketing team use for the second campaign? Discuss the pros and cons of each in terms of the Unleashed Dog Park campaign and the desire to stimulate trial usage. 4) How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance? Integrated Advertising, Promotion, and Marketing Communications Eighth Edition Chapter 7 Traditional Media Channels Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chapter Objectives (1 of 2) 1. What is a media strategy? 2. What elements and individuals are involved in media planning? 3. How do the terms used to describe advertising help the marketing team design effective campaigns? 4. What are some of the primary advertising objectives? 5. What are the advantages and disadvantages associated with each traditional advertising medium? Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chapter Objectives (2 of 2) 6. How can the marketing team use the media mix to increase advertising effectiveness? 7. What are the key issues associated with media selection for business-to-business markets? 8. What issues are associated with media selection in international markets? Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Wonderfilled Oreos • 2013 — 100 years • ‘Celebrate the Kid Inside’ • Integrated campaign — — — — Television Print Themed events Social media • Wonderfilled Anthem — Chitty Bang • Making bad things good Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chapter Overview • Nature of media strategy • Media planning • Media buying • Media choices • B-to-B media selection • International media concerns Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Media Strategy Process of analyzing and choosing media for advertising and promotional campaigns. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Media Planning • Analysis of target market • Focus on consumer behavior • Understanding purchase process • Study media choices • Listening and viewing habit Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.1 Examples of Times Individuals Are Exposed to Advertisements (1 of 2) • A favorite wake-up radio station or one that is listened to during the commute to work • A favorite morning news show or newspaper • Trade or business journals that are examined while at work • A radio station that is played during office hours at work • Favorite computer sites that are accessed during work Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.1 Examples of Times Individuals Are Exposed to Advertisements (2 of 2) • Favorite magazines that are read during the evening hours • Favorite television shows that are watched during the evening hours • Internet sites that are accessed during leisurely hours • Shopping, dining, and entertainment venues that are frequented Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.2 Components of a Media Plan • Marketing analysis • Advertising analysis • Media strategy • Media schedule • Justification and summary Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved People Involved in Media Selection Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Media Planner (1 of 2) Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Media Planner (2 of 2) An ad for JD Bank targeted to farmers and individuals with acreage who may need a tractor. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Media Buyers • Purchase space and negotiate rates • Placement important consideration • Little connection between agency size and price • Spot ad — one time placement • Small agencies tend to know local markets • Effectiveness related to — — — — — Quality of media choices Creativity Financial stewardship Agency’s culture and track record Relationship with media reps Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Advertising Terminology (1 of 2) • Reach — Number in target audience exposed — Typically 4-week period • Frequency — Average number of exposures • Opportunities to see (OTS) — Cumulative exposures — Placements x frequency • Gross rating points (GRPs) — Measures impact of intensity of media plan — Vehicle rating x OTS (number of insertions) Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Advertising Terminology (2 of 2) • Costs — Cost per thousand (CPM) — CPM allows for cost comparisons • Ratings and Cost per Rating Point (CPRP) — — — — Ratings measure percent of target market exposed by medium CPRP allows for comparisons across media Cost of media buy / vehicle’s rating Weighted CPM • Continuity — Continuous campaign — Pulsating campaign — Flighting (or discontinuous) campaign • Impressions — Gross impressions — total audience exposed to add Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.4 Hypothetical Media Information for Select Magazines Target Market (20 million) Publication 4C Base Rate Total Paid & Verified Circulation CPM Percent of Readers Fit Target Market Number of Readers Fit Target Market Rating (Reach) Cost per Rating Point (CPRP) Better Homes and Gardens $506,380 7,648,600 $66.21 13.51% 1,033,000 5.2 $98,041 Glamour $219,190 2,320,325 $94.47 24.65% 572,000 2.9 $76,640 Good Housekeeping $387,055 4,652,904 $83.19 10.81% 503,000 2.5 $153,899 National Geographic $225,455 4,495,931 $50.15 26.96% 1,212,000 6.1 $37,204 Reader’s Digest $185,300 7,114,955 $26.04 18.62% 1,325,000 6.6 $27,970 Southern Living $198,800 2,855,973 $69.61 10.57% 302,000 1.5 $131,656 Sports Illustrated $392,800 3,201,524 $122.69 16.77% 537,000 2.7 $146,294 TIME $320,100 3,376,226 $94.81 18.60% 628,000 3.1 $101,943 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.5 Calculating Weighted CPM Target Market (20 million) Publication 4C Base Rate Total Paid & Verified Circulation CPM Percent of Readers Fit Target Market Number of Readers Fit Target Market Weighted (Demographic) CPM Better Homes and Gardens $506,380 7,648,600 $66.21 13.51% 1,033,000 $490.20 Glamour $219,190 2,320,325 $94.47 24.65% 572,000 $383.20 Good Housekeeping $387,055 4,652,904 $83.19 10.81% 503,000 $769.49 National Geographic $225,455 4,495,931 $50.15 26.96% 1,212,000 $186.02 Reader’s Digest $185,300 7,114,955 $26.04 18.62% 1,325,000 $139.85 Southern Living $198,800 2,855,973 $69.61 10.57% 302,000 $658.28 Sports Illustrated $392,800 3,201,524 $122.69 16.77% 537,000 $731.47 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Achieving Advertising Objectives (1 of 3) Three-Exposure Hypothesis • Herbert Krugman • Minimum of 3 exposures to be effective • Intrusion value Recency Theory • Clutter, 3 exposures not enough • Selective attention and focus • Pay attention only to certain ads • One ad exposure may be enough • Requires continuous advertising • Increase exposure through adding reach Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Achieving Advertising Objectives (2 of 3) Effective reach and frequency • What percent of audience must be exposed? • How many times must audience be exposed? • Too few ads — not effective • Too many ads — wasted resources • Size and placement of ads • Number and type of media • Computer models to optimize schedule Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Achieving Advertising Objectives (3 of 3) • Brand recognition — Emphasis on visual product presentation — Recognize brand • Brand recall — Frequency more important than reach — Repetition important Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.6 Brand Recognition Versus Brand Recall Objective Brand Recognition Brand Recall Goal Create/strengthen mental linkages Place brand in evoked set Method Increase reach Increase frequency (repetitions) Best media Television Television Blank Outdoor Radio Blank Magazines Newspapers Blank Internet Internet Blank Direct mail Blank Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.7 Television Advertising Advantages Disadvantages • High reach • High level of clutter • High frequency potential • Low recall due to clutter • Low cost per contact • Channel surfing during ads • High intrusion value • DVRs skipping ads • Quality creative opportunities • Short amount of copy • Segmentation through cable • High cost per add Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Nielsen Ratings In the United States, the total number of households with television sets is approximately 109.7 million. To calculate the rating of an TV episode, if the number of households tuned to the show was 17.8 million, then the rating would be: Next, if the advertiser were interested in the percentage of households that actually were watching television at that hour, the program’s share could be calculated. If 71 million of the 109.7 million households had a television turned on during the hour in which the show aired, the share would be: Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved C3 Ratings • Rating for actual commercial time slot • Rating plus viewing within 3 days • Now used for advertising rates • Calculated for all ads within a pod • Criticism — ads within pod not equal — First position — 28% higher awareness • On Demand C3 Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.8 Cost of 30-Second Ad Based on C-3 Ratings Sunday Night Football $623,425 The Walking Dead $413,695 Big Bang Theory $327,885 Blacklist $294,586 American Idol $266,333 The Voice $262,041 Modern Family $226,935 State of Affairs $224,060 Scandal $217,423 Source: Adapted from ‘TV Ad Prices: Football, Walking Dead, Big Bang Theory, Blacklist Top the List,’ (http://variety.com/2014/tv/news/tv-ad-prices-football-walking-dead-big-bang-theory-blacklist-top-the-list-1201314484/), September 26, 2014. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Ratings Provider • AC Nielsen • DMAs • Demographic information — — — — Nielsen Media Research Starch INRA Mediamark Research Burke Marketing Research Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Local and Regional Television Advertising • Excellent for local and regional companies • National brands — spot TV ads • 75% national time sold during sweeps week • Can generate higher GRPs at lower costs Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Dynamic Advertising • TV networks, cable, satellite • Utilize subscriber information • Target ads to specific subscribers — Based on specific criteria — Based on location Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Social Media and Television • Trends for consumers — Less time watching television — More time online • High social media users watch more TV • 75% consumers multi-task watching TV • Bluefin Labs — online buzz and TV shows Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved YouTube and Television • Television ads posted on YouTube — Simultaneous rollout (in-stream) — YouTube pre-rollout — Super Bowl — teaser ads • Result in higher recall — 200% higher recall for both TV and YouTube — 150% higher recall YouTube only Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Super Bowl Advertising • Biggest advertising event of year • 110 million plus viewers • Brand building opportunity • Many Super Bowl ads pre-roll in social media — Teaser ads — Extended ad with additional information • Immediate feedback • Monitor social buzz Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.9 Radio Advertising Advantages Disadvantages • Recall promoted • Short exposure time • Narrower target markets • Low attention • Ad music can match audience • Difficult to reach national audiences • High segmentation potential • Flexibility in making ads • Modify ad to local conditions • Intimacy with DJs • Target duplication with several stations using the same format • Information overload • Mobile — listen anywhere • Creative opportunities with sound and music Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.10 Expenditures on Out-ofHome Advertising Source: Adapted from ‘Outdoor Advertising Expenditures, 2009 January-June,’ TNS Media Intelligence/CMR OAAA, September 2009. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.11 Out-of-Home Advertising Advantages Disadvantages • Select key geographic areas • Short exposure time • Accessible for local ads • Low cost per impression • Broad reach • Brief messages • Little segmentation possible • Clutter • High frequency on major commuter routes • Large visuals possible • Digital capabilities Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.12 Magazine Advertising Advantages Disadvantages • High market segmentation • Declining readership • Targeted audience by magazine • Clutter • Direct-response techniques • Little flexibility • High color quality • Long lead time • High cost • Long life span • Read during leisure — Longer attention to ads • Availability of special features Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.13 Newspaper Advertising Advantages Disadvantages • Geographic selectivity • Poor buying procedures • High flexibility • Short life span • High credibility • Clutter • Strong audience interest • Poor quality reproduction • Longer copy • Internet competition • Cumulative volume discounts • Aging readership • Coupon and specialresponse features Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Media Mix • Select proper blend of media • Media planners and media buyers • Media multiplier effect — Consumer audience — Business-to-business audience Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.14 U.S. Advertising Expenditures by Media for Coca-Cola Source: Adapted from Marketer Trees 2009, http://adage.com/marketertrees09, December 28, 2009. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.15 Developing Logical Combinations of Media Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Media Selection in B-to-B Markets • B-to-B ads looking more like consumer ads • Reasons for shift — Decision makers also consumers — Decision makers difficult to reach — Clutter in B-to-B traditional media • Increase in advertising through consumer media • Trade publications still important • Business magazines Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 7.16 Business-to-Business Advertising Expenditures Source: Based on Kate Maddox, ‘Top 100 B-to-B Advertisers Increased Spending 3% in ‘06,’ B to B, Vol. 92, No. 11 (September 10, 2007), pp. 25-30. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved International Implications • Media importance varies. • Media viewing habits vary across countries. • Media buying is different. • Cultural mores vary. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Blog Exercises • Durcacell • Geico • Media Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Copyright Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Purchase answer to see full attachment Tags: target market ADS Outofhome advertising User generated content is uploaded by users for the purposes of learning and should be used following Studypool’s honor code & terms of service.