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The goals of this chapter are: To examine the structure of specific media industries including broadcast, print, out-of-home and cinema and the role of each media channel in the IMC program; to consider the advantages and limitations of each media channel; to explain how audiences are measured and how rates are determined;...
Chapter 11 Media choices: evaluating media options Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-1 Learning objectives To examine the structure of specific media industries including broadcast, print, out-ofhome and cinema and the role of each media channel in the IMC program To consider the advantages and limitations of each media channel To explain how audiences are measured and how rates are determined To consider future trends and how they will influence the use of media channels in IMC programs Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-2 TV Radio Newspapers Print Broadcast Magazines Out-of-home Advantages and imitations Media choices Media buying Promotional products Cinema Branded entertainment Audience measurement Product placement and computer games Future trends Digital impact Social media Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-3 Media engagement Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-4 Share of advertising expenditure by main media: Australia % share Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-5 Share of advertising expenditure by main media: New Zealand 10.2 29.3 28.4 % share Source: Advertising Standards, New Zealand, 2011 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-6 TV Radio Newspapers Print Broadcast Magazines Out-of-home Advantages and imitations Media choices Media buying Promotional products Cinema Branded entertainment Audience measurement Product placement and computer games Future trends Digital impact Social media Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-7 Television penetration and reach 90% 90% of of TV TV households households own own VCR VCR 68% 68% of of TVs TVs are are digital digital Approx Approx 13.5 13.5 million million people people watch watch TV TV on on any any given given day day The The average average Australian Australian watches watches approx approx 33 hours hours of of TV TV per per day day Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-8 Television advantages Creativity Creativity and and impact impact Coverage Coverage and and cost cost effectiveness effectiveness Captivity Captivity and and attention attention Selectivity Selectivity and and flexibility flexibility Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-9 Television disadvantages Fleeting Fleeting message message Limited Limited attention attention Zipping Zipping Cost Cost Low Low selectivity selectivity Negative Negative factors factors Clutter Clutter Zapping Zapping Negative Negative evaluation evaluation Distrust Distrust Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-10 Unique newspaper features Extensive Extensive penetration penetration Flexibility Flexibility Geographic Geographic selectivity selectivity Reader Reader involvement involvement and and acceptance acceptance Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-47 Flexibility Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-48 Creative placement Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-49 The future for newspapers Competition Competition from from other other media media Circulation Circulation Challenges Challenges for for newspaper newspaper publishers publishers Attracting Attracting and and retaining retaining readers readers Digital Digital news news && fee fee for for service service Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-50 TV Radio Newspapers Print Broadcast Magazines Out-of-home Advantages and imitations Media choices Media buying Promotional products Cinema Branded entertainment Audience measurement Product placement and computer games Future trends Digital impact Social media Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-51 Support media Point-ofPoint-ofpurchase purchase Out-of-home Out-of-home media media Promotional Promotional products products Support Support & & alternative alternative media media Product Product placement placement Cinema Cinema Branded Branded entertainment entertainment Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-52 OOH: penetration and reach Out-of-home Out-of-home advertising advertising is is growing growing at at 19% 19% per per annum annum Outdoor Outdoor provides provides aa continuous continuous 24/7 24/7 presence presence Research Research findings findings suggest suggest that that OOH OOH results results in in sustained sustained and and persistent persistent brand brand awareness awareness OOH, OOH, when when used used to to complement complement TV, TV, results results in in 30% 30% improvement improvement in in recall recall of of TV TV advertising advertising Source: Outdoor Media Association of Australia Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-53 Out-of-home media Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-54 Out-of-home (cont.) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-55 Out-of-home (cont.) Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-56 Promotional products Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-57 Cinema: penetration and reach In In an an average average month, month, 29% 29% of of Australians Australians will will attend attend the the cinema cinema People People aged aged 14-17 14-17 years years have have the the highest highest cinema cinema participation participation rates rates (46%) (46%) Australia Australia has has 1,994 1,994 cinema cinema screens screens plus plus 452 452 digital digital screens screens with with aa collective collective seating seating capacity capacity of of 453,000 453,000 seats seats Source: Screen Australia Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-58 Advantages and disadvantages of cinema Advantages Disadvantages Exposure Exposure Costs Costs Recall Recall Irritation Irritation Mood Mood Lack of clutter Lack of clutter Cost efficiency Cost efficiency Proximity Proximity Segmentation Segmentation Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-59 Advantages and disadvantages of branded entertainment Advantages Exposure Exposure Frequency Frequency Support for other media Support for other media Source association Source association Disadvantages High absolute costs High absolute costs Time of exposure Time of exposure Limited appeal Limited appeal Cost efficiency Cost efficiency Lack of control Lack of control Recall Recall Public reactions Public reactions Bypassing regulations Bypassing regulations Competition and clutter Competition and clutter Acceptance Acceptance Targeting Targeting Negative placements Negative placements Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-60 Summary and conclusions Advertisers must select the optimal way to reach and involve audiences from a very wide array of media and channels To evaluate different media, advertisers consider a range of quantitative and qualitative aspects including: reach frequency cost efficiency media environment geographic and demographic selectivity media engagement and involvement Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 11-61 ... specific media industries including broadcast, print, out-ofhome and cinema and the role of each media channel in the IMC program To consider the advantages and limitations of each media channel... imitations Media choices Media buying Promotional products Cinema Branded entertainment Audience measurement Product placement and computer games Future trends Digital impact Social media Copyright... imitations Media choices Media buying Promotional products Cinema Branded entertainment Audience measurement Product placement and computer games Future trends Digital impact Social media Copyright