There are many different types of advertising media that marketing managers can choose from in order to create a successful marketing strategy. This lesson covers some of those options, including printed media, television and outdoor media.
The marketing department at Ninja Corp. has just received word that they have been given a $2 million advertising media budget for the year. The marketing team is at a standstill trying to decide which medium they should use for the $2 million budget. A medium is the type of channel used to communicate an advertising message. Should they invest in a television commercial, radio, print, online or outdoor media or a social media campaign? The marketing team is having a final meeting to discuss media planning, and to decide what is the best way to convey their advertising message to their target market.
Most companies spend advertising budgets on mass communication mediums.
Overall, U.S. advertisers spend at least $300 billion a year on advertising. Most companies spend their budgets on major mass communication methods such as print, radio and television. Newspaper advertising was the main channel of communication for many years, but the increase in other technological advertising methods has decreased its usage tremendously. There are some advantages to using newspaper advertising that the marketing team should be aware of before they make their final decision. Newspaper advertising would allow Ninja Corp. to target its customers based on geography and to promote its products frequently and inexpensively. The two reasons that the Ninja team has decided to pass on using newspaper advertising is that circulation is down locally as people are reading less, and it does not allow them to target specific segments of the market.
One of the benefits of using magazine advertising for Ninja Corp. would be the ability to target specialized markets. For example, they could advertise in martial arts magazines. The cost is high, and they have to deal with long lead times to get their message out to the audience. One extra bonus with magazine advertising is that magazines are saved or shared with readers so the company might get longer exposure than with newspaper ads.
Ninja Corp. is very interested in using radio advertising as part of its media campaign. The team feels that radio ads would allow them to specifically target their unique customer base and provide frequent, fun and engaging commercials. Overall, using radio would not be expensive and would also allow them to tailor different ads for different geographical areas. The team has decided to add radio and satellite radio to their media campaign.
Television advertising is extremely expensive and would cut significantly into Ninja Corp.'s media budget. It does offer some great advantages, including a visual, fun way of communicating a product. It also can be targeted more specifically through the use of cable television channels. One issue that the team is concerned about regarding TV ads is that many viewers DVR or record their shows and then fast forward through the ads. Many viewers have also reached burnout with TV ads and will ignore commercials.
Radio advertising can target certain customers and is relatively inexpensive.
Outdoor advertising is growing in popularity because it offers flexibility, lower cost and lots of variation. For example, Ninja Corp. could select a billboard, a giant inflatable ninja, skywriting or signs on transit vehicles such as buses. Ninja Corp. has decided to go with a billboard for three months on a highway that enters the main section of the city. The billboard will showcase their ninja products.
The Ninja marketing team is very interested in Internet and alternate media marketing. Internet advertising continues to grow at a very fast pace. Ninja Corp. could select traditional Internet ads or even search engine ads. They have decided to retain a consultant to help make sure that their product and company show up at the top of consumer searches for martial arts products. They also have decided to invest in advergaming, which is when advertising is placed in a video game. Ninja Corp. has selected to place its video game ads in the latest martial arts Xbox game. The team hopes to increase brand awareness and create a cool factor with this media decision.
Other choices they considered were advertainment, blogging, podcasts, cell phone text messaging, stealth and social media marketing. An example of advertainment would be Ninja Corp. placing its new spy kit in the latest James Bond movie. Stealth marketing is also known as buzz or guerrilla marketing. The purpose of this type of marketing is to create a promotional idea that is out of the box. Consumers do not know immediately that they are seeing an advertisement. For example, a coffee company once took sewer covers in the city and made them into tops of coffee cups. As consumers walked past, the sewer cover, which had steam escaping, it looked exactly like their hot coffee!
The Ninja marketing team evaluated each of the other media marketing choices based on some select factors, including reach, cost per contact, frequency and audience selectivity. Reach is the amount of consumers who are exposed to the commercial at least one time every month. Frequency is the number of times a consumer views a given message during a certain period. Cost per consumer contact is very important and figured into the final team decision. The team also has to determine the media schedule. They can choose either a continuous, flighted or seasonal media schedule. A continuous schedule would mean that their product is advertised on a constant basis throughout the year. A flighted schedule would be where their ads would run in heavy rotation once a month and then drop in frequency. Ninja Corp. marketing wants to utilize a flighted schedule to gain more impact with its ads. Lastly, a seasonal schedule would work if the product had certain times during the year of popularity, such as candy, toys or allergy medicine.
The results of the media plan have been determined. After analyzing all of the choices and examining the factors, members of the Ninja marketing team have decided to use radio ads, outdoor media, advergaming, social media and cable television ads. They have already hired a consultant to improve their Facebook business page and will soon be shooting a television ad to air on some specific cable channels to reach their niche target market.
After watching this lesson, you should be able to interpret how different types of advertising media can help make an organization's marketing strategy successful.