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Unformatted text preview: Chapter 15: Media Planning: Print, Television and Radio I ntro. A Whole New Traditional Media World 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 and Yahoo! Offer precisely targeted local ads plus craiglist.com offers free classified ads plus news free all over the web. This evolving environment is reshaping media and how consumers get their news, information and entertainment Which Media? Strategic Planning Considerations 50% of all US $s go to traditional, offline media (so they are still huge) and newspapers, magazines, TV and radio will form the foundation of most ad campaigns for years to come Absolut Vodka Absolut success based on a big idea Bottle as focal point Used only one media class: o Print o Still relies heavily on print adv Stick with it long-term 6 Advantages of Newspapers Geographic Selectivity o Offer advertisers the opportunity to reach a geographically well-defined target audience. Timeliness o Allows advertisers to reach audiences in a timely manner because of their daily publication Creative Opportunities o Advertisers can provide a lot of information to the audience at a relatively low cost; helpful for products or services with lengthy or detailed copy Credibility o If its in the paper, it must be true Audience Interest o Regular newspaper readers are t ruly interested in the information theyre reading...
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- Spring '07