Marketing Communications Promotional Practice Media PrintPress Broadcast Outdoor

Marketing Communications & Promotional Practice Media – Print/Press, Broadcast, Outdoor and Cinema Week 1 Lecture 3

Marketing Communications & Promotional Practice Media Selection Message objectives Cost – Production + Creative decisions Space Time constraints Media availability Legal constraints Overall objectives Audience considerations Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Types of Media Available Broadcast - TV & Radio Print – Newspapers & Magazines Outdoor – Billboards & Transit New – CD-ROM, Internet, etc In-Store – POP & packaging Other – Cinema, product placement, exhibitions, etc Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Television Appeals to most senses Good creative platform Mass v local v Targeted channels Timing flexible Good image – as seen on TV Intrusive medium Certain groups have low TV exposure Long time scales Expensive Response = limited Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Radio Reach Campaign flexibility Production lead times short Relatively low cost Programming defines audience Creative opportunity Message is transient – non permanent Often considered as Wallpaper Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Outdoor Good variety – Posters, Transport, OTHER? Colourful – visible IMPACT National v regional v local High repetition – routing Relatively low cost per thousand Only simple message 50 x 30 Familiarity = ignoring Standards of presentation Good positions at a premiumscarce Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Cinema Captive audience Frequency low – long time to develop reach Key targets young/couples + audience discrimination National and local Longer ads IMPACT Lack of noise Some groups never go to the Cinema Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Press Newspapers National – Regional – Local Morning/Daily – Evening – Weekend – Sunday Free versus paid for…. Targeted sections BROADsheets – Tabloids – Red Tops Semi-permanent Colour available – quality Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Magazines – Strengths and Weaknesses Strengths Weaknesses Audiences Targeting Not selective Long Life High rates for occasional users Good Production Values Quality issues Detailed Copy Complicated buying for national campaigns Timeliness Changing composition of readers Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Newspaper – Strengths and Weaknesses Strengths Weaknesses Audiences positive reception Not selective Mass audience coverage Flexibilty High rates for occasional users Detailed Copy Complicated buying for national campaigns Timeliness Changing composition of readers Quality issues Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Press – Magazines Consumer General Interest v Specific Business to Business Trade Wide choice Informed figures on circulation/readership Production lead times – typically short High impact DPS plus Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Press - Magazines Detailed message Permanent Direct response Advertorial endorsement Kudos from title Noise Ad overload Ad Advoidance Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Tesco Magazine 7, 221, 000 Readers Free available in-store http: //www. cedarcom. co. uk/our-work/tesco- magazine. html Analyse content Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Direct Marketing Using media to establish a direct and interactivity link with consumers May be see as wasteful – Junk mail Can be highly targeted Database building Measurable Controllable Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Direct Marketing Channels Mail – Post E-mail Leaflets Door to door In-store Mail order Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice The price of media Print Size of advertisement… Colour vs Black & White / Mono Position in publication Special or Run of Paper Display vs Classified – By line By word By column inch Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice The price of media Broadcast Length of ad… Time of day…. PEAK vs Off PEAK vs Discretionary Position in ad break … primacy and recency “Seasonal” Supply and demand Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice The price of media Outdoor Size Location Electronic vs Poster Normally 1 site for 2 weeks Packages available Bangor Transfer Abroad Programme