advertising strategy lecture 7
DESCRIPTION
...an introduction to strategic media planningTRANSCRIPT
7
…plus the new and emerging digital variations of the more traditional media
…as well as where (vehicle and position) and when (schedule) the advert will run
830 radio stations
24 million facebook users, 15 million twitter users
Yeshin, 2006
Visual Content Time to Process Message Frequency
TV Yes Short High
Radio No Short High
Newspapers Limitations Long High
Magazines Yes Long Limitations
Posters Yes Long Limitations
Internet Yes Long High
Direct Mail Yes Long Low
Brand Awareness Recognition
Brand Awareness Recall
Low Involvement High Involvement
Informational Transformational Informational Transformational
TV Yes Yes Yes Yes No No
Radio No Yes Yes No No No
Newspapers Limitations Yes Yes Limitations Yes Limitations
Magazines Yes Limitations Yes Limitations Yes Yes
Posters Yes Limitations Yes Limitations Limitations Yes
Internet Yes Yes Yes Yes Yes Yes
Direct Mail Yes Limitations Yes Limitations Yes Yes
http://dspace.unav.es/dspace/bitstream/10171/13824/1/The%20Advertising%20Handbook.pdf
Consumers are hyper-connected via the internet
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford
University Press.
Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,
Oxford University Press.
Yeshin, T. (2006). Advertising. London: Thomson
http://m.campaignlive.co.uk/article/1059790/Biggest-Brands-Top-100-
advertisers-2011
http://dspace.unav.es/dspace/bitstream/10171/13824/1/The%20Adver
tising%20Handbook.pdf