Unformatted text preview: ads, and (3) not all consumers have access
to the Internet.
OUTDOOR MEDIA. Advantages: (1) repetition, (2) moderate cost, (3) flexibility, and (4)
geographic selectivity. Disadvantages: (1) short message, (2) lack of demographic selectivity, and
(3) high “noise” level distracting audience.
See Exhibit 17.3.
KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB MSC: BLOOMS Synthesis 8. There are several criteria used in selecting media in an advertising campaign. Name and briefly
discuss the impact of five of these criteria used to select media.
COST PER CONTACT is the cost of reaching one member of the target market. Lower cost per
contact may be appealing to advertisers, but total cost should be considered as well. REACH is the number of target consumers who are exposed to a commercial at least once during a specific
period, usually four weeks.
FREQUENCY is the number of times an individual is exposed to a given message during a
TARGET MARKET. Media selection is a matching process whereby the medium is matched to
the target market. Different target markets are exposed and pay attention to different media. Even
when market profiles match media profiles, other factors such as reach and image must be
AUDIENCE SELECTIVITY is a medium’s ability to reach a precisely defined market. Some
media vehicles, like newspapers and television, appeal to a wide cross section of the population.
Other media can be chosen to reach very specific groups.
FLEXIBILITY is how adaptable the medium is to changes. Magazines, for example, have poor
flexibility as they require ad copy months before publication. Radio allows an ad to be changed in
NOISE LEVEL is the level of distraction to the target audience in a medium. Billboards may
have high noise level, due to driver distraction, whereas direct mail has low noise level.
LIFE SPAN is how long the advertising message lasts. A radio or television commercial lasts only
for the duration the commercial is aired, whereas a magazine ad may viewed several times by
KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB MSC: BLOOMS Synthesis 9. List and briefly describe the four basic types of media scheduling. Give an example of a product
that would be likely to use each of these types of scheduling.
1. CONTINUOUS MEDIA SCHEDULE. This schedule allows the advertising to run throughout
the advertising period. Examples: milk, computers, mobile telephones, soda, bar soap, and
2. FLIGHTED MEDIA SCHEDULE. This schedule means the advertiser schedules ads heavily
every other month or every two weeks to achieve a greater impact with an increased frequency
and reach at those times. Examples: new movies, department store sales.
3. PULSING MEDIA SCHEDULE. This schedule combines continuous scheduling with
flighting. Continuous advertising is simply heavier during the best sale periods. Examples: sales
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model