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Media Characteristics




Mass coverage High reach Impact of sight, sound and motion





Local coverage Low cost High frequency Flexible Low production costs Well-segmented audiences Segmentation potential Quality reproduction High information content Longevity Multiple readers High coverage Low cost Short lead time for placing ads Ads can placed in interest sections Timely (current ads) Reader controls exposure Can be used for coupons Location specific High resolution Easily noticed High selectivity Reader controls exposure High information content Opportunities for repeat exposures User selects product information User attention and involvement Interactive relationship Direct selling potential Flexible message platform

Low selectivity Short message life High absolute cost High production costs Clutter Audio only Clutter Low attention getting Fleeting message

Long lead time for ad placement Visual only Lack of flexibility

Short life span Clutter Low attention getting capabilities Poor reproduction quality Selective reader exposure Not demographic selective Short exposure time requires short ad Poor image Local restrictions High cost/contact Poor image (junk mail) Clutter Limited creative Capabilities Web snarl (crowded access) Technology limitations Few valid measurement techniques Limited reach

Direct Mail

Internet / Interactive Media

Advantages of Magazines
1. Selectivity - Ability to reach a specific target audience. - Most magazines are published for special-interest groups -Allow advertiser to target their segments of the population who buy their product. -Magazines provide advertisers with high demographic and geographic selectivity. -Magazines are generally printed with high-quality paper stock. -Provide great flexibility In term of colour, size and placement of the advertising material. -Enhance the creative appeal of the ad and increase attention and readership. -Long life span. -Generally read over several days and are often kept for reference. -Most consumers will retain magazine for future reference. -Reading occurs at a less hurried pace and there is more opportunity to examine ads in considerable detail. -The prestige of the product or service may gain from advertising in publication with a favorable image (good publication good product) -Companies whose product rely heavily on perceiver quality, reputation and image often buy space in prestigious publication with high-quality editorial content whose consumer have a high level of interest in the advertising pages. -Magazines are generally purchased because the information they contain interests the reader and ads provide additional information that may be of value in making a purchase decision. -It is the primary source of information for a variety of product and services. -Some magazines have merchandising staff that call on trade intermediaries like retailer to let them know a product is being advertised in their publication and to encourage them to display or promote the item. -Selective binding-enables magazines to target and address specific groups within a magazine circulation base. The magazine publisher can then send different editorial or advertising message to various groups of subscribers within the same issue of a publication. Cost-according to the size of the audience they reach and their selectivity. Limited reach and frequency-thin penetration of households. long lead time/clutter and competition

2. Reproduction Quality 3. Creative Flexibility

4. Permanence

5. Prestige

6. Receptivity, Involvement

7. Services

Disadvantages of Magazines

Direct marketing
the total of activities by which the seller, in effecting the exchange of goods and services with the buyer, directs effort to a target audience using one or mare media.

Direct selling

Direct personal presentation, demonstration and sales of products and services to consumers in their home.

Direct mail Telemarketing Internet selling Direct action marketing Catalog selling Cable TV selling

Advantage of direct marketing 1. Selective reach Segmentation capabilities -Let advertiser reach a large number of people and reduces or eliminates waste coverage. -Marketers can purchase list of recent product purchasers car buyers, bank-card holder and so on. -Those list may allow segmentation on the basis of geographic area, occupation, demographic and job titles. -Can take on a variety of creative form. Personal information base on interest.

Flexibility Personalization

Situation Analysis

1. Internal Factors (SWOT) (pg 32) 1.1. Assessment of the firms promotional organization and capabilities Ability to develop and implement a successful IMC program (hire/in house) 1.2. Review of the firms previous promotional programs 1.3. Assessment of firm or brand image and implications for promotion (new, brand perception) 1.4. Assessment of relative strengths and weaknesses of product/service 2. External Factors (PEST) 2.1. Customer analysis 2.2. Competitive analysis 2.3. Environmental analysis 3. IMC Objectives
Awareness and knowledge about a product / attribute and benefit / favorable attitude / preference and purchase intention) 3.1. Individual sales 3.2. Customer loyalty 3.3. Company image 3.4. Brand image 3.5. Store patronage 3.6. Service contract 3.7. An inquiry 3.8. A visit by the prospect 3.9. Product trial 3.10. Prescription for use 3.11. Recommendation 3.12. Adoption of the product

4. Target audience (ISTP) (identity, segment, target, position) 5. Advertising Program

5.1. Message development I Called Creative Strategy Disruption theory Convention > USP o Benefit o Uniqueness o Potent Disruption Vision > DRIP (differentiate, reinforce , informative, persuasive) o Differentiate > base of USP summary o RIP > What (Benefit, uniqueness, potent each) >How (promotion tools each) Push Strategy > promotes a product or service to retailers and wholesalers in order to force the product or
service down the distribution channel (Direct mailing, personal selling) Pull strategy> involves communicating with the final customer to attract them to the retailer or distributor to purchase the product. (TV ads, poster)


Determine basic appeal Determine main message

5.2. Media strategy I Communication channels (set objective, budget, message and media strategy) Advertising Direct marketing Internet marketing Sales promotion PR/ publicity Personal selling


Type of media . . . Newspapers? Magazines? Radio? Television? Outdoor? Specific media What specific papers, magazines, stations, billboards, or other media?


6. Monitor ,control and evaluation