24210 Chap.11 The Media Mix and Advertising
The Media Mix and Advertising
The media compared
Lecture 8 sets out the strengths and limits of digital, television, radio, magazines, newspapers, out-of-home and cinema, from targeting and coverage to production cost, lead time and clutter, and the trends reshaping each.
Advertising
Advertising is now defined as paid communication, carried by a medium from a recognisable source, that aims to persuade.
It builds awareness, equity and image, drives selective or primary demand, and comes in consumer and business forms, produced in-house or by full-service, boutique or media agencies.
What is changing
Interactive media make consumers producers of content and co-authors of brand meaning, and retail media lets retailers sell advertising and shopper data to brands.
What this chapter covers
- 01
Strengths and limits of each medium
- 02
Future trends in the media
- 03
Old and new definitions of advertising
- 04
Functions and types of advertising
- 05
Agencies and their functions
- 06
Interactive and retail media
Worked example · free
Shortlist media for a hardware chain’s weekend sale
- 1Drop magazines and out-of-home, which the lecture lists with long lead times, because the sale is three days away.
- 1Keep radio for local coverage and high frequency quickly at low cost, and newspapers for short lead time and topicality.
- 1Add targeted digital ads, which are immediately accountable and can be aimed at people near each store.
Key terms
- Selective Demand
- Demand for one specific brand, which brand advertising is designed to stimulate.
- Primary Demand
- Demand for a whole product category, which an industry can advertise to stimulate.
- Retail Media
- Advertising space and shopper data that retailers sell to brands on their own sites and across the web.
The Media Mix and Advertising FAQ
What are the main strengths and weaknesses of television?
The lecture lists mass coverage of all demographics, high reach quickly, the impact of sight, sound and motion, high prestige and a low cost per exposure. Against that sit low selectivity, a short message life, high absolute and production costs, clutter, and channel surfing and ad skipping.
Why might a brand choose radio?
Radio offers local coverage, low absolute and production costs, high frequency quickly, well-segmented audiences and a personal tone, supported by podcasts. Its limits are audio-only impact, high cost for national coverage, clutter and station surfing.
How has the definition of advertising changed?
The traditional definition is non-personal communication that a named sponsor pays for. The newer one describes paid communication, carried by a medium, from a source the audience can recognise, that aims to move the receiver to act now or later, which adds purpose.
What is the difference between selective and primary demand?
Brand advertising aims at selective demand, persuading people to choose one brand. Primary demand advertising, often run by an industry, stimulates demand for the whole product category without favouring a brand.
What kinds of advertising agency does the lecture describe?
Clients choose between an in-house department and an agency. Agencies may be full-service, creative boutiques or media specialists, and their key functions are account management, planning, media, creative and production.
What is retail media?
The Week 8 page describes it as retailers selling advertising space on their own websites and selling their shopper data to target and measure consumers across the web and connected TV. It gives retailers new revenue and gives brands more control and insight.
What are the strengths of out-of-home advertising?
The lecture lists location-specific targeting, high repetition, increasing digital opportunities, strong impact from size and format, and cost effectiveness over a long period. Its limits are location restrictions, short exposure time, visual only messages, long lead times and high production costs.
Assessment move
Build a one-page table of the seven media with two strengths and two limits each in your own words. For your group campaign, give every medium you choose one job it does better than the others and check its lead time against your launch date. Read the Week 8 retail media page and decide whether it fits your brand.
Also note one consumer behaviour that lets people avoid ads in each medium you choose, and how your plan works around it.
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