Chapter 11 - Media, media buyers

types of media

Mass media ◦ the channels through which messages are sent to large, diverse audiences. Broadcasting media ◦ cast their audio and visual signals broadly to reach mass audiences. Niche media ◦ are communication channels through which messages are sent to niche segments Measured media ◦ the ability to analyze the cost of a media buy relative to the size of its audience.

media driven lives media multitasking

Media-driven lives ◦ More recent generations spend more time with media of all kinds. Media multitasking ◦ People not only spend more time with media, but also use more than one medium at a time.

convergence

New media tends to launch themselves by adapting the forms of the media that preceded them Older media also adapts by adopting some of the advances of new media.

reach vs frequency

Reach ◦ the percentage of the media audience exposed at least once to the advertiser's message during a specific time frame. Frequency ◦ the number of times a person is exposed to an advertisement ◦ You have to hear/see an ad three times for it to make an impact.

age groups

Traditionalists ◦ grew up with newspapers magazines, and radio. Boomers ◦ now in their 50s and 60s, also grew up with television. Gen Xers ◦ now in their 30s and 40s, also grew up with tape recorders, video games, VCRs. And cable TV Gen Yers ◦ now twenty-somethings, also grew up with the computer, satellite TV, the Internet, CDs, and cell phones. Millennials ◦ the most recent generation, have grown up with DVDs, TiVo, satellite radio, iPods, smartphones, Second Life, MySpace, Facebook, and Twitter

Product placement

A company pays for verbal or visual brand exposure in a movie or TV program. ◦ It is less intrusive than conventional advertising. ◦ The product is the star.

owned media

Channels that are controlled by the organization and that carry branded content, such as: 1. Websites 2. Direct mail 3. E-mail address lists 4. Facebook sites 5. Blogs 6. Public relations publications 7. Catalogs

search and mobil marketing

Consumers are in control of not only their information search, but also how they want to be connected with an organization or brand. Search marketing ◦ online ads near topics of interest that people search for on computers, tablets, or smartphones. Mobile marketing ◦ location-based messages that can reach consumers with a promotional message when they are in the neighborhood of a store.

adaptation

Every technological advance has threatened the older media, and every new medium is launched in the footprints of its predecessor media.

consumer control

Rather than controlling media choices, consumers now control of their own media and designing their own media landscapes

earned media

channels where brand communication is spread by outsiders, such that carry publicity stories where the brand may be mentioned, including: Social media users News

media planners

develop the strategic decisions outlined in the media plan, such as where and when to advertise and which type of media to use.

basis for buy

exposure circulation: # of copies sold impressions gross impressions ratings share

buzz

important because it means that people are talking about a brand. ◦ Buzz may be the most important factor in consumer decision making

viral communication

occurs when it gets passed rapidly through a network of friends

eras

print era broadcast era digital era social media era

media

refers to the way messages are delivered to target audiences and increasingly, back to companies and among audience members. ◦ is the channel step in the communication model; the way messages are sent and returned by the source and receiver. connect a brand with the audience

Media buying companies

specialize in media research, planning, and buying. They may be a spinoff from an advertising agency, and work for a variety of clients.

media sales people

work for the magainze or tv

intrusiveness

◦ The ability of a medium to grab attention by being disruptive or unexpected.

media mix

◦ The way various types of media are strategically combined to create a certain kind of impact.

paid media

◦ are the traditional measured media, such as print and broadcast. Ad placements—both time and space - ◦ bought by the company or organization.

media researchers

◦ compile audience measurement data, media costs, and availability for various media.

media buyers

◦ implement the media plan by contracting for specific amounts of time or space, based on the plan developed by the media planner.

media brokers

◦ people/companies who sell space and time for a variety of media, allowing the media buyer to make an entire buy with one order