Marketing assignment, final project
Vincent666
6IMC-MEDIA-B.pptxIntegrated Marketing Communications
Joe Di Donna
Les Roches 2018
6 main classes of media
Broadcast
Television
Radio
Newspaper
Magazines
Consumer (B2C)
Business (B2B)
Outdoor
Billboard
Street furniture
Transit
New media
The Internet
Mobile communication
In-store
Point of purchase
Packaging
6 main classes of media
Other
Cinema
Exhibitions
Ambient
Guerrilla
Print media
Magazines are able to reach quite specialised audiences
Newspaper (UP: extremely flexible for the use of colour and allow advertisements of variable sizes, insertions and coupons. DOWN: costs and young targets don’t read’em)
Magazines (UP: visual quality. DOWN: the absolute and relative costs associates with magazines are high)
Broadcast media
Television
UP: The prestige and status associated with television advertising is higher than any other media. DOWN: too many commercials and the power of remote control
Radio
UP: high level of passive acceptance. DOWN: no visual stimuli
Outdoor media
Billboards and street furniture
UP: The medium is characterised by its strong placement flexibility. DOWN: too wide communication, difficult to measure the impact
Outdoor media
Transit
Outside carts are those that are displayed on the exterior of taxis, buses and other commercial vehicles
UP: low cost, high readable (inside). DOWN: difficult to read (outside, i.e. rush hour), limited area
Cinema
The audience is more attentive because the main film has yet to be shown and there are fewer distraction or noise in the communication system
UP: the production quality is usually very high and with high-quality audio. Increase the numbers Multiplex cinemas. Low cost. DOWN: low cost for local audience, high cost for wide audiences. Be careful about the films they select to run their commercials. People pay for the movie and not for commercial, sometimes they hate’em.
In-store media
Advertisers have become aware of the need to provide suitable in-store communications.
Point of purchase
The most used are window displays, floor and wall racks to display merchandise, posters and information cards.
UP: the absolute and relative costs of POP advertisement are low. DOWN: these messages are usually directed at customers who are already committed. Signs and display can be damaged by the customers.
Retail media centers
Retailers allow their stores to be used in a variety of ways by a variety of organizations to communicate messages to their audiences
It appears that the retail channel can be expected to grow considerably in volume, value and media presence.
I.e. Tesco and Walmart have installed various in-store plasma television screens and are selling television time according to product category
Ambient media
Standard posters
Washrooms, shopping trolley
Distribution
Tickets, receipts, carrier bags
Digital
Video screens, projections, led screen
Ambient media
Sponsorships
Playgrounds, golf holes, petrol pump nozzles
Mobile posters
Lorries, barges, sandwich boards
Aerials
Baloons, blimps, towed banners
Guerrilla tactics
Guerrilla media tactics are an attempt to gain short-term visibility and impact in markets where the conventional media are cluttered
Direct response media
Direct response television (DRTV) is attractive to those promoting service-based offerings and increasingly FMCG brands. Also reports how DRTV can be linked to video game.
The success of a direct response campaign is not the number of responses but the conversion of leads into sales
Comparison of new and traditional media
TRAD. MEDIA
One-to-many
Greater monologue
Mass marketing
General need
Branding
Segmentation
NEW MEDIA
One-to-many and many-to-many
Greater dialogue
Individualised MKTG
Personalized
Information
Communities
