Traditional Media
AMB220 ADVERTISING THEORY AND PRACTICE
Week 7 Traditional Media Chapter 11
Lecture Objectives
• Understand the role of media planning within the advertising
campaign
• Describe the advantages and disadvantages of using the
following media within an advertising campaign as well as understanding how they are measured for effectiveness
• Television • Radio • Cinema • Print • Outdoor • Product placement
One-way Communication Model
Two-way Interactive Communication Model
This is how Australians use media…
Free to Air TV remains a powerful medium 60% Australians multitask while watching TV (emailing, online surfing, social networking) More TV is being watched via smartphones and tablets 52% of Australians have smart phones 80% do something else while using their smartphones Newspapers remain influential sources of information The Australian Women’s Weekly (a monthly publication) has a readership of over 2 million (fpfc ad costs $35,000)
New Media Models The Power of Earned Media
Developing a Media Plan
Getting the right message To the right people At the right time At the right price
Right people
• Who is your target audience? • What media are they consuming?
• When will they be most receptive to your
message? • What is the most efficient way to get your message to them?
Creative Media Planning
• Multimedia campaigns • Need to understand media approach before a creative approach
can be developed
• Media is more than a delivery system but rather a way of
connecting with consumers
• Finding the contact point where the consumer will welcome (and
are receptive to) a message
Driving forces shaping the future of media
1. 2. 3. 4. 5. 6.
An insatiable media appetite Fragmentation Participation / user generated content Personalisation Generational change Avoidance of advertising messages
Key Media terms
• Reach is an estimate of the percent of the target
audience who have the opportunity to see your
Week 7 Traditional Media Chapter 11
Lecture Objectives
• Understand the role of media planning within the advertising
campaign
• Describe the advantages and disadvantages of using the
following media within an advertising campaign as well as understanding how they are measured for effectiveness
• Television • Radio • Cinema • Print • Outdoor • Product placement
One-way Communication Model
Two-way Interactive Communication Model
This is how Australians use media…
Free to Air TV remains a powerful medium 60% Australians multitask while watching TV (emailing, online surfing, social networking) More TV is being watched via smartphones and tablets 52% of Australians have smart phones 80% do something else while using their smartphones Newspapers remain influential sources of information The Australian Women’s Weekly (a monthly publication) has a readership of over 2 million (fpfc ad costs $35,000)
New Media Models The Power of Earned Media
Developing a Media Plan
Getting the right message To the right people At the right time At the right price
Right people
• Who is your target audience? • What media are they consuming?
• When will they be most receptive to your
message? • What is the most efficient way to get your message to them?
Creative Media Planning
• Multimedia campaigns • Need to understand media approach before a creative approach
can be developed
• Media is more than a delivery system but rather a way of
connecting with consumers
• Finding the contact point where the consumer will welcome (and
are receptive to) a message
Driving forces shaping the future of media
1. 2. 3. 4. 5. 6.
An insatiable media appetite Fragmentation Participation / user generated content Personalisation Generational change Avoidance of advertising messages
Key Media terms
• Reach is an estimate of the percent of the target
audience who have the opportunity to see your