MKT CH16

MKT CH16 - MKT CH. 16 The Media Mix 04:47 Media...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: MKT CH. 16 The Media Mix 04:47 Media (Advertising media)- collection of channels used to carry MKT. com. carry messages types of media called Vehicles CGM (Consumer Generated Media)- blogs, youtube Media Mix- combo of vehicles and budget levels - use b/c no single vehicle is always suitable Interactive media- (Digital media) electronic methods of com. Where users can shape and interact w/ or respond to media Search MKT.- paying for results on google or yahoo! Mobile Advertising- ads over portable com. Devises i.e. PDAs Media Types: Personal media- direct, 1-1 com. b/w individuals. ( MKT. pitches from retail salesman and telemarketers etc.) Nonpersonal Media- no personal contact o Broadcast: over tv and radio o Print: in newspapers, magazines, mail o Out-Of-Home (ooh)- displays such as billboards, signs, posters etc. o Interactive: e-mail, web ads and web sites o Branded Entertainment: incorporates brand messages into entertainment venues (movies, TV)-Media efficiency- how inexpensively the media communicates with a particular segment-Cluttered Media- too many competing ads fighting for attention-Media Impact- qualitative assessment of value of a message exposed to a particular medium-Media Engagement- how diff. audiences read, watch, listen... BROADCAST Network TV- Paid ads. Through nationwide affiliate TV networks o Majority of broadcast spending Cable TV- gaining strength REACH- measures number of people who could potentially receive an ad from media vehicle Impression- single delivery of ad message. Ratings- % of total available audience CPM (Cost Per Thousand)- $ per 1000 impressions Time shifting- using DV-R to record shows o 53% skip commercials PRINT Circulation- # number of published and distributed copies Lead-Time- amt. of prep. Time needed before and ad can be run Out-of-Home (OOH)- Outdoor boards- billboards Posters- at bus of train stops Transit Ad.- displayed on all forms of transportation Frequency- # times and individual is exposed to an ad Interactive Banner ad- banners on Web sites linking to sponsor web page Classified ads.- online Search MKT- agreements w/ search engines on key words etc. to increase traffic to sites Mobile ADV.- ads to phones Gaming- ads in games User-Generated Content- social media Branded Entertainment Incorporation of brands in entertainment Personal Selling and Direct MKT MEDIA SELECTION Media Budget- $amt. spending on adv. Media Objectives- clear statement of what media selection and implementation will achieve...
View Full Document

Page1 / 19

MKT CH16 - MKT CH. 16 The Media Mix 04:47 Media...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online