Unit 11 Advertising Media 经典广告学英语课件合集.ppt

Unit 11 Advertising Media Published media National daily newspapers Sunday newspapers Local and regional newspapers Consumer magazines Specialist magazines Trade and professional press Internet Visual and aural media Television (terrestrial and digital)? Radio Cinema? Billboards Transport Direct mailing Profiles of Media Types Choosing Among Major Media Types Media planning Media planning is the process of designing a strategic course of action that shows how advertising space and time can be used to present the message in order to achieve the advertiser’s goals. The purpose of media planning is to conceive, analyze, and select channels of communication that will direct advertising messages to the right people in the right place at the right time. Media planning involves many decisions: Where should you advertise? Which media vehicles should be used? When during the year should the advertising be concentrated? How often should we run the advertising? What are the opportunities for integrating media? The goal of a media plan is to be efficient: to gain maximum exposure at minimum cost. As the complexity of the field increases, media decisions become more critical and clients more demanding. Advertisers want agencies to be more than efficient. They want creative and well-negotiated buys. ? Advertising agencies face challenges 1. Increasing media options. Today, there are more media to choose from, and each offers more choices. The media menu needs to include everything that carries a message to and/or from customers and other stakeholders. The proliferation of toll-free phone numbers, faxes, the Internet, and company Web sites, make customers feedback easier and more immediate. 2. Increasing fragmentation of the audience: consumers are selective in choosing what particular articles to read, which cable or network TV shows they watch, and what radio programs they listen to. ⊙ 3. Increasing costs – CPM (cost per thousand每千人成本 ) to each of the major media rose