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Unformatted text preview: Chapter 15 -- Media Planning: Print, Television, and Radio (5e) ! 486 new media world: advertisers are adopting the belief that digital media offers a more cost effective way to reach targeted consumers plus digital messages are measurable, easy to change and easily global; Google, Ya- hoo! offer precisely targeted local ads plus craigslist.com offers free classified ads plus news is free all over the web -- this evolving environment is reshaping media and how consumers get their news, information and enter- tainment • Digital media • offer a more cost-effective way to reach target markets • allow advertisers to make rapid changes in campaigns (rather than change that might take months) • advantages of DM are changing not only perceptions of how to develop campaigns, but also way ad- vertisers are spending money on media • internet adv. now $20 bill industry, 6% of total US spending- • old traditional ads are fading- total ads $ spent on newspapers dropped from 23% to 18% • Google and Yahoo! can offer precisely targeted local ads (the power of newspapers in the past), craigslist.com has free classified ads, and news information is free everywhere on the web. • in response newspapers like E.W scripps made aggressive moves into interactive media to shore up flagging print revenues • evolving environment is reshaping media and how consumers get their news, information and entertain- ment 487 50% of all U.S. ad $s go to traditional, off-line media (so they are still huge) and newspapers, magazines, TV and radio will form the foundation of most ad campaigns for years to come • 2 reason’s media decisions made by advertisers are critically important • advertisers need media to reach the audiences that are likely to buy their brand • choice on media ultimately determine which companies earn the billions of dollars spent on newspa- per, magazine, television/cable, and radio advertising slots. • there is significant spending on new media, but about 50% of all advertising dollars in the US still go to traditional print, radio, and television media • despite many intriguing opportunities that new digital media might offer, print and broadcast media will likely form the foundation of most advertising campaigns for years to come. eg488 Absolute success based on big idea, bottle as focal pt., 1 media class: print, stick with it long-term • Absolut • on verge of extinction, only 12,000 cases a year in US • name seen as gimmicky • bartenders thought bottle was ugly and hard to pour from • thus consumers gave no credibility at all to a vodka produced in sweden, which they knew as the land of boxy-looking cars and hot tubs • TBWA advertising agency in NY, helped Absolut and decided to rely on print advertising alone • bc spirits ads were banned from broadcast at the time • agency developed magazine and newspaper ads that would build awareness, communicate quality, achieve credibility, and avoid swedish cliches • feature strange0shaped bottle as hero of each ad, in which the only copy was a two-word tag line...
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This note was uploaded on 05/23/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.
- Spring '07