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Unformatted text preview: Chapter 13: Media Planning: Newspapers, Magazine, TV, and Radio Intro. A Whole New “Traditional” 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. CTP • Effective way to reach targeted consumers plus digital messages are measureable, easy to change and easily global • Google offers 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 entertainment Which Media? Strategic Planning Considerations • 80% of all US $’s go to traditional, offline media (so they are still huge) and newspapers, magazines, TV and radio • These media are a rich and necessary communication alternative for most advertisers • Newspapers still represented a large volume of advertisement ($21 billion) o Readership has sagged % of adults reading in 1970s = 78%; 2010 = 38% Web readers of newspapers = 9% adults 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 it’s in the paper, it must be true” •...
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- Spring '07
- Advertising, Advertisers, audience selectivity, Creative Opportunities, similar dvr devices, dvr devices impact