PRA204 2013-2013_Week_8x

nostrilshumorousInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

43 εμφανίσεις

Advertising

Media

Advertising spending in Turkey

New Media function

Television

Newspapers

Magazines

Out
-
of
-
home

Radio

Cinema

Digital

Advertising

Spending

in
Turkey

The New Media Function


Convergence: Cell phone companies offering
Internet connections, newspaper companies
creating web sites, webTV...


Interactivity


Creativity


Engagement

4

Television

Main forms of television advertising


Commercials in the advertising breaks


Banner ads


Sponsorships


Advertorials


Infomercials


Digital ads


Product placement


Public spots

5

Television

Advantages


Pervasiveness
: Most of the people have tv set at
home, we can reach large audience


Cost efficiency


Impact
: The interaction of sight, sound color,
motion, drama


New technologies in TV broadcasting

6

Television

Disadvantages


Production costs
: High costs for producing
commercials


Short lived and easily forgotten if not repeated.


Clutter


Intrusiveness
: Sometimes irritating for the target
audience.

7

Practical Television Tips

Use tv if...


You

want to reach wider audience


You have enough budget to advertise on tv


You want to give emotional message, use
demonstration, prove smt.


You want to impress stakeholders as well as consumers


You need to create or reinforce brand image

8

Newspapers

Structure of the newspaper industry


Frequency of the publication (daily, weekly,
monthly…)


Format and size (Standart: 35*55cm, Tabloid:
35*25cm, Berliner: 31*47cm)


Geographic Region (National, regional, local)

Gazete Boyutlar



5 st x 25 cm





2 st x 10 cm

Gazete Boyutlar


18st x 10 cm



7 st x 40 cm

12

Newspaper Advertising

Main Types


Classified: Advertising by individuals or local
business to sell goods.


Display: The dominant form of newspaper adv.


Inserts


Advertorial


Page Sponsorships

13

Newspaper Advertising

Advantages






More detailed information


Longer message life



Local emphasis


Sense of immediacy


Flexibility



Offers credibility and reliability











Disadvantages


Higher adv. rates


Variation in color quality


Few advertisements are read




14

Practical Newspaper Tips

Use newspapers if


You want to give more information about the product


You want to give detailed information about the sales
promotion campaigns


You want to support a local campaign




15

16

Magazines


Most magazines today are special interest
publications aimed at narrower target markets


Specialty magazines seem to have an edge over
more general publications in terms of maintaining
growth


Upscale magazines provide an ideal place for the
image advertising of luxury products

17

Magazines

Types of magazines


Consumers magazines


Business magazines

18

Magazine Advertising

Main Types


Display


Insert


Advertorials


Sample

19

Magazine Advertising

Advantages


Selectivity







Reach of light tv viewers




Fine color representation
, strong visuals






Long life



Pass
-
along audience


Disdvantages


Long advertising deadlines


Lack of immediacy


Clutter


Slow building of reach


High cost


20

Practical Magazine Tips

Use magazines if


You want to reinforce or remind the audience


You have a product that must be shown accurately and
beautifully


You want to build brand image for luxury products




22

Out
-
of
-
Home Advertising


Posters


Billboards



Digital

billboards


Walls


Transit


I
nstore



Bus

stops


Busses


Airports


Place
-
based


Baloons



Skywriting



Homeboards



Beach

writing


Taxi


Benches


Kiosks


Shopping

malls


Subways

23

Out
-
of
-
Home Advertising

Advantages





Wide coverage of local markets


Frequency







Large size


Geographic flexibility


High summer visibility


Supplemental
media

for

product

introduction

and

brand

name
recognition


New
technologies

in
out
-
of
-
home

24

Out
-
of
-
Home Advertising

Disadvantages


Limited to simple messages


Difficult to measure


High cost

for high quality


Clutter

Out
-
of
-
Home Advertising

Bicycle advertising in Holland

Transit advertising in Vencouver and
Toronto

Out
-
of
-
Home Advertising

Beach advertising

Out
-
of
-
Home
Advertising

Out
-
of
-
Home Advertising

Truck advertising

Bus advertising

Out
-
of
-
Home Advertising

Floorgraphics

Beauty boards

Home boards

Out
-
of
-
Home
Advertising


Big

Mac
Glow

32

Practical Out
-
of
-
Home Tips

Use out
-
of
-
home if


You want to support your advertising locally


You want to reach to a specific target audience


You want to remind or reinforce the brand image, build
brand awareness for new brands


Your advertising requires little information


You want to create continuity


You want to have point
-
of
-
purchase reminder



33

Radio

Radio Advertising


Relies on the listener’s
mind to fill in the
visual element


Delivers a high level of
frequency


Radio commercials

-

repetition

34

Radio

Advertising

Advantages


Target audience
: Specialized programming
-
specific
audiences


Affordability
: Cheap


Frequency
: Easy for the repetition


Flexibility
: Copy can be submitted up to airtime


Mental imagery
: Allows the listener to imagine


High level of acceptance
: People tend to accept the
messages delivered by their favorite radio stations

35

Radio

Advertising

Disadvantages


Listener inattentiveness


Lack of visuals


Clutter


Lack of control

36

Practical
Radio

Tips

Use radio if...


You want to reach local audience


You have a small advertising budget


You need to repeat your message again and again...


You know the timing when your audience is considering the
purchase (Example: Pizza Hut)


Your audience’s interest align with certain types of music


You have a personal message that uses the power of human voice


You have a message that works well in a musical form or with
mental imagery


You need a reminder message

37

Cinema Advertising

Typical formats:


Advertisements before the film


Advertisements at the break


Sponsorship of the film


Sponsorship of the movie
theater


Advertising at the foyer

38

Cinema Advertising

Advantages


High attentiveness


Quality

Disadvantages


Limited audience reach


39

Practical Cinema Advertising Tips

Use movie ads if...


You

are advertising a national brand and have budget
to do high
-
quality commercials


Your brand can be associated with the movie’s story
and target audience


Your commercial has enough visual impact and quality
production that it will look good next to the movie
previews.

40

Product Placement

Company pays in order to have verbal or visual brand
exposure in a movie or a tv serial

Ex: BMW Z28
-

James Bond The World Is Not Enough

Coca Cola in Çocuklar Duymasın


41

Product Placement

Advantages


It demonstrates the product usage in natural setting


Good for getting the attention of consumers and
stakeholders when the product is supported with its
advertising campaign

Disadvantages


The placement may not be noticed


Problem when there is not a match between the
product, movie and its audience



42

Product Placement

Use product placement if…


You w
ant to associate brand with stars and story


There is n
atural fit between product and storyline


Viewing audience matches brand’s target audience


You want to support your

ad campaign


43

Internet Advertising


Provide a brand reminder message


Deliver informational or persuasive message


Drive traffic

to the web site

44

The Internet Audience



The Internet is the leading tool for
information searching
, entertainment,
socializing online, generating buzz...


Teens spend more time online than any
other age group


75%of Internet users in Turkey are
under 35.

45

Internet
Advertising

Main Formats

Banners

300x250

728x90

46

Internet
Advertising

Main Formats

Banners

250x250

BANNER PLANLAMA



160x600

Internet Advertising

Main Formats: ADVERTORIAL


Main Formats: RICH MEDIA


Internet Advertising

Main Formats: Sponsorship


Owning current content


Positioning content


Integrating content

Internet Advertising

E
-
mailing

E
-
bulletin

Search

Engine Marketing

Search

Engine
Optimization

Social

media

(
Brand

pages
,
banners
,
advertising

in Internet
games
,
applications
)

Viral

advertising

Intellitext




Some other digital advertising tools

Intellitext


Demo link:
http://bit.ly/pVcUCc







Social

Media




A profile
picture

is
worth

a
thousand

words





Low
-
cost

alternative

to

mainstream

media


Reaches

people

who

aren’t

watching

TV
or

reading

newspaper


Reaches

highly

targeted

audience


Can be
measured



Customized

and

personalized

messages


Advantageous

medium

for

B2B
and

SME
advertisers




Advantages

Disdvantages


Technological
problems


Clutter





Can reach to highly targeted audience like I
-
phone users,
GençTurkcell users, FMCG campaign participants,
Blackberry users...


Increasing number of mobile Internet users


Location based services


Socializing on mobile




Mobile Media

Mobile Media


E
-
mart
Sale

Navigation


Harmonium

Love


Axe




Mobile Media

Chapter
11

Media Planning and Buying


What is media planning?


Decisions about media planning


Media planning process


Media buying


59

Media Planning


It is the plan for the
proper use of
advertising media to
fulfill the marketing
and promotional
objectives for a
specific product or
advertisement.

60

Media Planning Decisions


Media planning is
related with the
decisions about


To whom


Where


When

we are going to
advertise

61

Media Planning Decisions


The right audience


The right media


The right time


The right cost


$$$$

62

Media Planning Process


Marketing problem:

Stated by the advertiser


Situation analysis:

Market research, consumer research,
competitive adv., media vehicles


Media objectives:

Deciding about how many ratings
(GRP) will be gained, how many different people will
see the ad (reach) for how many times (frequency) in
order to have an effective advertising campaign.


Media strategy:

Which media, when, where

63

Media Planning Process


Media buying:

Negotiating for the best price for the
main media plan


Scheduling and budgetting:

Preparing spot by spot
plans, budget allocations (calculating cpp/sec for tv,
cpt for the other media)


Implementation:

Applying and following the media
plan


Evaluation:

Evaluating the media plan’s performance


64

Media Buying


Media buying is the process of negotiations and getting
the best price for advertising space and time in media.
Media buyer negotiates for the best price of the media
plan.


Media buyers should have good negotiation skills, they
should know trends, costs, changes in media, they should
have good relations with media representatives.