Radio:

• Cost Per Thousand/Low CPM-Cheap tonnage
  
• Reach Potential 60%
  
• Geographic Flexibility - Excellent
  
• Audience Selectivity - Excellent
  
• Speed of Audience Accumulation - Good
  
• Timing Flexibility - Excellent

Radio Advantages

• More people listen to radio than any other medium
  
• Buy by Station Format
  
• Network, Spot (by SMA), and Local
  
• Rates are on day time slots
  
• 6 - 10 am Morning Drive
  
• 10 - 3 pm Daytime
  
• 3 - 7 pm Afternoon Drive
  
• 7 - Midnight Evening
  
• Midnight - 6 am Night

Reasons to Use Radio

Radio done right conjures up personalized images in the mind of the consumer
Excellent support of total promotion with TV & Print

Admonitions

Radio is often done poorly. Most is badly written-be wary of humor.

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Print Media:

• Cost Per Thousand Average dependent on mag. tonnage
  
• Reach Potential Good
  
• Geographic Flexibility Fair-can buy Tip-In with regional ed.
  
• Audience Selectivity Excellent
  
• Speed of Audience Accumulation Poor-minimum of 3 exposure advised
  
• Timing Flexibility Poor-lead time 3-4 weeks

Media Advantages

• Color
  
• Authority and Believability
  
• Permanence
  
• Prestige
  
• Audience Selectivity excellent
  
• Extensive Pass-Along Readership

Reasons to Use Print Meida

Print delivers reliably
Absorbed more thoughtfully
Great selectivity of audience

Admonitions

Do not enter Print Media without enough money to do it well.
Lack of immediacy

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Out - of - Home Media:

• Cost Per Thousand; Low, very efficient, lots of tonnage
  
• Reach Potential; 95%-whole world
  
• Geographic Flexibility; Excellent Reach
  
• Audience Selectivity; Poor-anyone
  
• Speed of Audience Accumulation; Fair
  
• Timing Flexibility; Poor-lead time 3-4 weeks

Out - of - Home Advantages

Must be appropriate to target audience and marketing strategy.

TOP

Television:

• Cost Per Thousand; Average efficiency- mass tonnage
  
• Reach Potential; Up to 90% Reach
  
• Geographic Flexibility; Excellent
  
• Audience Selectivity; Fair (mass audience)
  
• Speed of Audience Accumulation; Excellent
  
• Timing Flexibility; Good to OK

Broadcast Advantages

• More people listen to radio than any other medium
  
• Mass Coverage-Tonnage
  
• CPM Low
  
• High Impact
  
• Prestige

Broadcast Admonitions

High production costs
Little target audience selectivity

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Cable Advantages
• Audience Selectivity excellent
  
• Audience demographics-good info available
  
• Cost is Low
Cable Admonitions
Limited Reach
Fragmented Targeting-geographically limited or frag.
Quality can be low on "regular cable"
TV Audience Measurement

• Neilsen Ratings
  
• Defining TV Markets Areas
  
• Designated Market Area (DMA)-geographical targeting Spot TV
  
• Buy in Day Parts (time slots)

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MEDIA OVERVIEW
Newspapers	32%
Broadcast TV	23%
Radio	10%
Consumer Magazines	7%
Total Magazines	9%
Internet	3%
All Other	9%
*Canvas percentages from 2004

Increasingly Complex


• Increasing Media Options
  
• Fragmented
  
• Cost Rising
  
• Bundling Values Added TV Programming

Media Strategy Admonitions


• How objectives are achieved? (link)
  
• What Media Vehicles are to be used and why?
  
• Who is Target Audience and Why?
  
• What is to be achieved? (spell out clear goals)
  
• What is the Advertising Weight? -Ideally would be able to ascertain Gross Ratings Points (GRPs)
  
• Evaluate Media on basis of Efficiency or CPM



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