Topic 11b MEDIA FORMS Mass Media
Learning Objectives • Print Media – advantages and disadvantages • Visual Media – most effective usage • Audio Media • Internet – the new medium • An integrated communication system Print Media
Consists of • headlines • illustration • body copy • signature/theme line Newspapers
• Numbers of copies sold per '000 inhabitants • Reading habits • Scope of distribution • Language • Physical characteristics • Types of advertisements • Paper based and electronic versions Newspapers Japanese paper US paper fifteen horizontal columns six vertical columns
Magazines
• Inflight magazines • International papers and magazines • Regional papers and magazines • Business to business publications Top 20 Finance/Business/News magazines worldwide Adult readership Rank Market Title Publisher Frequency Circulation (000s) % (000s) 1 USA Money Time Inc. Monthly 1,906 7,706 3.8 2 China China Tax Policy - Monthly 1,310 - - 3 USA Kiplinger’s Personal Finance Kiplinger Washington Editors Inc Monthly 1,019 2,805 1.4 4 USA Business Week McGraw Hill Co. Weekly 950 4,311 2.1 5 USA Forbes Forbes Inc Fortnightly 884 4,576 2.3 6 USA Fortune Time Inc. Fortnightly 853 3,787 1.9 7 USA Mutual Funds Magazine Institute for Economic Research Inc. Monthly 827 2,806 1.4 8 USA Smart Money Hearst Corp. Monthly 763 3,426 1.7 9 USA Inc. Magazine Goldhirsch Group 8 issues p.a. 661 1,905 0.9 10 France Paris Match Hachette Filipacchi Medias Weekly 630 4,201 8.8 11 USA Entrepreneur Entrepreneur Media Monthly 543 2,357 1.2 12 Canada Maclean’s Rogers Media Weekly 504 3,090 12.4 13 USA Worth Capital Publishing Monthly 501 - - 14 France Le Figaro Magazine Socpresse Weekly 488 2,244 4.7 15 France Nouvel Observateur Groupe Nouvel Observateur Weekly 471 2,333 4.9 16 France L’Express Vivendi Weekly 424 2,117 4.4 17 France Capital Prisma Presse Monthly 384 2,684 5.6 18 Canada Time Linbie Media Weekly 325 3,074 12.4 19 France Le Point Le Point Weekly 303 1,405 3.0 20 Canada Report On Business Globe+ Mail Monthly 299 1,328 5.3
Readership Other Print Media
• Trade Publications
• Yellow Pages Trade Publications
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 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 Audio Media
Radio • Adherence to strategy • Simplicity • Attention • Communication language • Mood and tone • Memorability 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 Different advertising strategies for different cultures
Advertising Strategy China (East) Australia (Western) Content Characteristics • Stronger visual • Stronger aural orientation orientation • More responsive to • More responsive to visual stimuli acoustic stimuli • Higher retention rate of • Lower retention rate of learned ads learned ads • Less repetition needed • More repetition needed Effective Advertising • Emphasis on concrete, • Informative, rational and Style functional and utilitarian reason-why messages product benefits • Explicit conclusions • Explicit conclusions • Personal preferences & • Stress on social norms feelings & social acceptability • Sex appeal is • Avoid sex appeal acceptable • Avoid stress on • Glorify luxurious lifestyle consumerism • Less respect for elders • Respect for elders in in ads ads • Featuring attractive • Featuring family settings celebrities • Comparative ads are • Comparative ads are less acceptable acceptable
Personal Selling
Characteristics
Forms of personal selling • Creative selling • Missionary selling • Technical selling • Selling to ultimate customers International differences in selling
• Across borders and cultures • Selling the organisation • Country of origin • Local norms Sales Promotion
"A featured offer to defined customers within a specific time limit“
Short term marketing technique Sales Promotion
Categories • direct consumer promotions • in-store consumer promotions • trade and other promotions 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 Sales Promotion Issues
• Costs
• Complexity
• Transnational trade
• ICC International Code of Advertising and Marketing Communication Practice http://www.iccwbo.org/Data/Policies/2011/ICC-Consolidated-Code- of-Advertising-and-Marketing-2011-English/ 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. Forms
• Television programs • Movies • Music • Celebrity events Advantages
• Placement longevity • Brand awareness • Public relations • Low cost per thousand • Far reach International Issues
• Product availability • Language • Standardisation vs adaptation • Economic development Forms of PR
• News generation • Events • Community Relations • Expert opinion • Publicity materials • Online media • Lobbying • Newsletters • Supplements 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 Disadvantages
• Lack of control over the media • Difficult to tie in other advertising messages • Media time and space not guaranteed • No standard effectiveness measures 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 Objectives
• Acquire new customers and prospects at the lowest possible cost
• Maximise the value of existing customers through: • conversion, • retention and • repeat sales 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 International Issues
• Regulations vary between countries • Addresses • Content • Privacy • Size • Data processing – characters • Translations • Copy count • Local or foreign mail Outdoor Advertising
• Posters • Billboards • Signs 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 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