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Tag Archives: media buying
Each media has a purpose.
Choose the media based on the marketing strategy.
Broadcast TV – To reach the masses with a single :30 spot. Reach is the goal.
Radio – To reach narrowed, targeted, niche groups of people with frequency being the goal.
Trade Publications – One business talking to another.
Cable TV – “Radio with pictures.” Same goal – same objective.
Consumer Magazines – To reach upscale people in their leisure time with high ticketed items.
Outdoor – A “reminder” medium. Similar to a :10 spot in broadcast. Good to reach the masses with reach and frequency the goal.
Originally published in the Media Buying Academy Newsletter
Buyers many times ask whether they should use :30 radio spots or :60 spots. They need to remember that we use :30 as the main spot length for television, because we have the benefit of both audio and visual. In radio, it takes twice as long to get the message across to the listener, because there is no visual. In radio, :60 is the most used spot length.
Reposted from Jan 1, 2011
Media Buying Academy’s Bi-Weekly Newsletter by Chris Buddemeyer offers get advice about outdoor billboards use them for what they are best for; reminding prospective consumers what to buy and where to shop.
A Nike billboard showed the latest Nike athletic shoe, white with a Navy blue “swoosh.” No words of copy. Just a picture of the shoe with the “swoosh” (the Nike logo) prominently displayed. This is Nike saying to the public, “Hey! If you are going shopping for athletic shoes today, don’t forget about Nike. And here’s a picture of our latest shoe!”
In broadcast media, one of the two ways media buyers and sellers measure cost-efficiencies is by CPP or cost-per-point. Cost-per-points are what keep buyers within their budgets. Buyers rely on Sqad or Media Market Guide to tell them what a CPP should be in an upcoming quarter, by market, by day part. Both services are very reliable in their reporting. CPP are based on the rating for a TV program relative to the cost. Ex. if the program cost $100 and the rating is a 5 then divide it and you come up with a $20 cost per rating point.
The buzz lately is on-line marketing and with good reason. It’s relatively easy to set up, manage and inexpensive. But remember when we thought the tried and true network TV kings would be sunk with the splintering of the cable networks or satellite radio would take over traditional radio? The fact is we are very individualistic and we vary in the way we like to receive information. There will always be differences in the way people receive, process and react to information. These different modes include; auditory, visual or kinesthetic modes of communication. If you are like me, you process well utilizing all three modes of communication. (This is why TV influences me more than other media) Other people are more comfortable using two of these modes, auditory and kinesthetic, making radio an excellent avenue in which to reach them with.