CMayeJ368PPT_11MediaPlanning&Buying.pptx

CMayeJ368PPT_11MediaPlanning&Buying.pptx - Jour 368...

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Jour 368 © 2009-2010 Carmen Maye
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Changing media landscape Fundamentals of media planning The value of traditional advertising
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1967, on CBS and NBC Reached about 41 percent of U.S. households About 43 million people 30-second ad cost $42,000 ($208,000 in 2003)
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2003 Reached about 41 percent of U.S. households About 88 million people 30-second ad cost $2.1 million
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Agency Compensation Old days: 80 percent of all promotions dollars went to traditional media (TV, radio, newspapers, magazines and outdoor) Ads created, produced, placed by full-service agencies Agencies compensated with 15 percent commission The more media the client bought, the more money the agency made
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Agency Compensation Today: Commission system rarely used Deals are individually negotiated Ads may be created in one shop, placed by another
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More Media Today: new species of media Internet, product placement, buzz and viral marketing, etc. Traditional lines are blurred
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Greater Accountability, ROI Today: New media may make easier to track results Clients demanding to know how effective their money is, even with traditional media Better data collection makes more possible to gauge effectiveness, efficiency
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Globalization Today: Advertising media are truly worldwide Problem is lack of standardized pricing, audience measurement techniques
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Free Content Today: Free media content is everywhere Why spend $4.50 on a magazine full of ads when you can get the content free online, often without ads? Traditional ad-supported media are endangered
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E-Commerce/E-Media Today: Consumers are prone to make deals Consumers want price/cost transparency Media have to figure out how to meet these needs
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Hyper-Clutter Today: Network TV, magazines especially threatened
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This note was uploaded on 02/17/2011 for the course JOUR 368 taught by Professor Konkle during the Fall '10 term at South Carolina.

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CMayeJ368PPT_11MediaPlanning&Buying.pptx - Jour 368...

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