Learning Objective 1: Discuss different channels that can be used for your media plan
Learning Objective 2: How should you conduct your research? (IE what to research)
• Media habits in your country
• POE
Learning Objective3: Roles of different agencies
-------------------------------------
Traditional Media
Television: its impact can be high. It is a combination of sound, colour, motion and entertainment that has a strong chance of grabbing attention and getting a message across. It enables a seller to communicate to a broader range of potentially large audiences but to undifferentiated audiences. This leads to the risk of high wastage. The relevance and quality of those contacts must be questioned. Moreover, this is like one-way communication where advertisers can't check the receiver's level of attention. No guarantee the receiver is following the message.
Radio: provides an important means of broadcast communication for smaller companies operating within a restricted geographic area. Despite being restricted to sound only, radio still offers wide creative and imaginative frequency. Comparing to TV, radio is low cost per time slot but lower involvement and being used as background rather than for detailed listening.
Cinema: being used to reach selected audiences, especially younger and male. For example, in the UK nearly 80% of cinema goers are in the 15-34 age group. The advertiser has an increased chance of gaining the audience's attention because people waiting for movie with intention of being entertained. Thus, quality and impact of cinema advertising can be much greater than that of television because of the size of screen and quality of sound system.
Magazines: the main advantage of a printed medium is that information can be presented and then examined selectively at the reader's leisure. A copy of a magazine tends to be passed around among a number of people and kept for quite a long time. Magazines can be closely targeted to a defined audience e.g. Playboy for men
Magazines also have a powerful advantage over broadcast media. People keep magazines for reference purposes, thus it might not prompt immediate action but the readers suddenly come back into the market and they know where to look for suppliers.
Newspapers: main role of newspaper for advertisers is to communicate quickly and flexibly to a large audience. Local newspapers are an important advertising medium for small to big chains of businesses. Problems of newspapers advertising: expensive, short lifespan, too broad targets.
Advertising billboards, outdoor media: posters, ambient media (advertising on bus tickets, toilet walls, store floors), transport-oriented advertising media (on buses, taxis, trains, in stations) => cost-effective in reaching a large number of people but such whether advertising is noticed or remembered.
Online advertising: many advantages for reaching target audiences with support of internet but many times the advertisements are ignored by users.
2.1 Media habits in Vietnam
Creating advertising campaign using television, cinema, advertising billboards, outdoor media, online marketing, especially social media to again attention.
Using cultural aspect to again publicity in Vietnam is an important strategy.
2.2 POE
1. Different channels for media plan
According to Marketing Performance group, different channels for media plan include traditional media and interactive mediaTraditional Media
- National Cable Television
- National Broadcast Television
- Local Broadcast TV
- Local Cable TV
- Network Radio
- Local Radio
- Print — Newspaper
- Print — Magazines
- Out of Home
- Paid Search (pay-per-click)
- Banner advertising
- Facebook campaigns
- Mobile advertising
Television: its impact can be high. It is a combination of sound, colour, motion and entertainment that has a strong chance of grabbing attention and getting a message across. It enables a seller to communicate to a broader range of potentially large audiences but to undifferentiated audiences. This leads to the risk of high wastage. The relevance and quality of those contacts must be questioned. Moreover, this is like one-way communication where advertisers can't check the receiver's level of attention. No guarantee the receiver is following the message.
Radio: provides an important means of broadcast communication for smaller companies operating within a restricted geographic area. Despite being restricted to sound only, radio still offers wide creative and imaginative frequency. Comparing to TV, radio is low cost per time slot but lower involvement and being used as background rather than for detailed listening.
Cinema: being used to reach selected audiences, especially younger and male. For example, in the UK nearly 80% of cinema goers are in the 15-34 age group. The advertiser has an increased chance of gaining the audience's attention because people waiting for movie with intention of being entertained. Thus, quality and impact of cinema advertising can be much greater than that of television because of the size of screen and quality of sound system.
Magazines: the main advantage of a printed medium is that information can be presented and then examined selectively at the reader's leisure. A copy of a magazine tends to be passed around among a number of people and kept for quite a long time. Magazines can be closely targeted to a defined audience e.g. Playboy for men
Magazines also have a powerful advantage over broadcast media. People keep magazines for reference purposes, thus it might not prompt immediate action but the readers suddenly come back into the market and they know where to look for suppliers.
Newspapers: main role of newspaper for advertisers is to communicate quickly and flexibly to a large audience. Local newspapers are an important advertising medium for small to big chains of businesses. Problems of newspapers advertising: expensive, short lifespan, too broad targets.
Advertising billboards, outdoor media: posters, ambient media (advertising on bus tickets, toilet walls, store floors), transport-oriented advertising media (on buses, taxis, trains, in stations) => cost-effective in reaching a large number of people but such whether advertising is noticed or remembered.
Online advertising: many advantages for reaching target audiences with support of internet but many times the advertisements are ignored by users.
2. How to conduct research?
What to research?
1. Senior managers working with members of corporate comm. to determine objectives for certain stories. e.g. a company wants to move into a new market => create awareness about the move, company's strategy has changed globally.
2. Communications professionals conduct research to find out who covers their industry and the company especially. Identifying print, radio, TV reporters. Each time a journalist covers a firm in the industry, a corporate comms. professionals need to determine what angle the reporter has taken.
3. Research about competitors and what stories they have been covered by reporter and how to conduct visually an interview (Argenti, 2013)
Creating advertising campaign using television, cinema, advertising billboards, outdoor media, online marketing, especially social media to again attention.
Using cultural aspect to again publicity in Vietnam is an important strategy.
2.2 POE
Source: http://blog.hootsuite.com/converged-media-brito-part-1/
Paid media is often considered to be “traditional advertising” and includes banner ads, paid search marketing, sponsorships and content syndication. Paid media initiatives usually target prospects in an effort to create brand awareness or new customer acquisition.
The great thing about paid media is that scales really fast. If you have a message that you want to be seen by the mass market, paid media is the right channel to do that. While it can certainly be expensive, you have complete control over the creative, content and marketing spend. The disadvantages with using paid media alone are that consumers often ignore pure “brand messages” since they are already inundated daily with advertising messages; and not just from your competitors either. Every other large brand with a marketing message and a significant budget is fighting for their attention.
Owned media is the content that your brand has complete control over such as the corporate website, blogs, communities, email newsletters as well social media channels like Facebook, Twitter, YouTube and Instagram. Owned media initiatives typically target to your brand’s existing community and/or current customers. Normally owned media is seen as free of charge but it actually needs a lot of time investment on content creation and customer service which costs something.
Earned media is a result of public/media relation’s efforts, ad campaigns, events and the content that you create within your owned media channels. When someone not associated with your brand mentions you on Twitter, Facebook or any other social media channel, it’s earned media. Other types of earned media include consumers’ social media posts, tweets, product reviews, videos, photos, and open dialogue within online communities (Brito, 2013).
3. Roles of different agencies
Role of a media agency:
A media agency (or media planner) is responsible for the strategic recommendation of media activity for your campaign. Working from your brief the planning process involves analysing the audience objectives and balancing the reach, frequency and costs of media options to deliver a detailed media plan that maximises advertising exposure and impact.
Planning should demonstrate a coordinated approach to different media and illustrate the thinking behind the proposed approach. Media planners work closely with advertising agencies to ensure the client's advertising budget is well spent, as well as adhering to the overall campaign strategy (NSW Government)
Roles of different agencies:
Client Service or Account Management: a key role in the development of the advertising campaign, in charge of the relationship with the client. Account handlers are responsible for developing an in-depth understanding of the client's marketplace and their business.
Strategic Planning: strategic planners represent the consumer in the agency. They are responsible for developing the key strategic insight which lies behind the advertising idea. They need to get under the skin of the consumer and understand as much as possible about them.
Media Planning and Buying: media Planners map how to connect the consumer to the creative idea. Planners in a media agency will take a brief from the client which highlights the message that they want to communicate to the consumer, sometimes customers will ask the media agency to give advice on budget setting. The media buyers are responsible for negotiating with the media owners of the relevant channels in order to get the best position, timing and price for their client's media space and therefore realise the maximum value and impact from the budget available.
Creative: the creative department of an agency is where the campaign comes together. It's where that great idea or stunning visual is dreamt up. Creatives are generally hired in pairs — a copywriter and an art director. They take the client brief and work with it to invent ideas to address the brand's business problems. From here, they work with media planners/buyers and the production department in order to turn those ideas into a reality. To get a job as a creative, the most important think is your 'book' — a portfolio of all your ads to showcase your talent.
Creative Services & Production: to ensure that the internal process is smooth and the ads are made to the highest quality, on time, and within budget. The people in this process need a variety of skills and can be split into three main areas — those who control the internal process within an agency, those who source the outside talent for production and those who oversee the production itself, including Creative Services Director, Creative Services Manager, Art Buying, TV Production, StudioProject Management, Traffic Management and Print Production.
User Experience (UX): the UX guys are responsible for research and design activity required to deliver great online experiences. They are the digital equivalent of retail merchandisers who guide you intuitively around a supermakert.
Social Media Strategist: understand how consumers interact with social platforms. It is essential that they understand how new technologies shape the user experience online. They craft ideas which are social by design and engage with the online consumers.
Web Developer: responsible for technically implementing digital ideas by working with creatives and UX. They take ownership of the entire build phase of creating websites (IPA)
-----------------------------------------------
Sources:
Marketing Performance group, article: Pick the right mix of media channels for your advertising campaigns. http://www.marketingperformancegroup.com/media-placement/media-channels. accessed: 9.11.2015
Brassington, F., Pettitt, S., 2013. Essentials of Marketing, 3rd edition, chapter 10, pp 381-390
Argenti, P., A., 2013. Corporate Communication, 6th edition, chapter 6, pp 148-150
Brito, M., 2013. Your Content Strategy: Defining Paid, Owned and Earned Media. http://blog.hootsuite.com/converged-media-brito-part-1/. accessed: 9.11.2015
NSW Government, Role of advertising and media agencies. http://www.advertising.nsw.gov.au/advertising/planning-campaign/advertising-and-media-agencies. accessed: 10.11.2015
IPA, Who does what? Job roles in a nutshell. http://www.ipa.co.uk/page/Who-does-what-Job-roles-in-a-nutshell#.VkEbg64rL6Y. accessed: 10.11.2015
No comments:
Post a Comment