Media strategies – Lecture notes and summary of all articles
Lecture notes 1.1
Slide 16: Distinction between paid, owned, and earned media. These are not different media types.
For example: a particular medium, such as a newspaper, does not per definition belong to either paid,
owned, or earned media. Different media types can belong to paid, owned, and earned media.
Slide 20: An example of an advertising agency is Ogilvy. Examples of advertisers are: Unilever and
Kruidvat. Examples of media suppliers are: RTL, Talpa, Youtube, FaceBook, and Google, etc. Media
agencies, such as Havas Media and ABOVO, work with advertising agencies, advertisers and media
suppliers. Media agencies conduct research audience measurement.
Assignment
Write a media plan (90% of total grade)
Get inspiration from the ‘media plan of the year’ (see Canvas)
See PowerPoint for the analysis & strategy part.
Analysis part: What is the problem? What is the budget? Etc.
The articles we read are not tested but used for the media plan – you have to give
argumentation for the strategy part by using scientific articles we get during the course.
Criteria for the media plan are on Canvas.
Katz (2016) – Chapter 1: What is media?
The world of media includes various media platforms for which advertisers pay: radio, Internet,
television, mobile, newspapers, magazines, and outdoor billboards. Then there are segments of those
media in which advertisers insert their brands less overtly, to own the content. Last, there are social
media forms such as Facebook and Twitter where advertisers try to earn the trust and attention of
the consumer.
Media offer ways of communicating information to an audience. As advertising media
professionals, we are interested in looking at media as means of conveying information about a
product or service to consumers. Media play important roles in our lives. Media help fulfill 2 basic
needs: They inform and they entertain. A third primary function of media is to socialize.
The old distinction between print and electronic media is fading. The distinctions that advertisers are
now making are in the ways that their messages are delivered. That is, is the message paid for or does
the advertiser own it or is the brand earning its impact?
New media classification: paid, owned, and earned:
It is important to emphasize here that the focus of this book is commercial media. We concentrate on
those media that currently accept advertising messages. Strictly speaking, a medium may be defined as
a means by which something is accomplished, conveyed, or transferred. We should think of media in
the broadest terms - as communications that may be paid for directly by the advertiser, owned by
,integrating the brand into the content, or earned by giving people the opportunity to make a
direct connection with the brand.
Advertising in the media performs the roles of informing, connecting, and entertaining. It informs us
of the goods and services that are available for us to purchase and use. The broad field of advertising
media can be broken down into four primary tasks:
1. The media planner: Planning how best to use media to convey the advertising message to
the target consumer. The fundamental role is to decide where and when the message should be
placed, how often, and at what cost. The plan is then implemented by the media buyer.
2. The media buyer: Buying media space and time for the message. The buyer will be dealing
with the salesperson at the media company (the media seller)
3. The media seller: Selling that space or time to the advertiser. This job is to sell as much
advertising space or time as possible (or co-develop the content that the brand can own.
4. The media researcher: Analyzing the relationship between consumers, media, and the brands
that advertise to them in those media. The researcher offers insights into how to make media
have the greatest impact on the consumer’s brand decisions and measures how well it worked.
See summary of this chapter on page 9. In short: the aim of this book is to provide a better
understanding of what media are and how they can be used to enhance the advertising message. This
book will show how to do this efficiently and successfully.
Katz (2016) – Chapter 2: Media in the marketing context
Both media and advertising are part of the world of marketing. The primary goal of marketing is to
increase sales and profits. The four marketing basics are known as the four Ps: product, price, place
(distribution), and promotion.
In order to sell anything, you must first have a product or service. You have to decide how
much you need to charge for it (the price) so that you can make a profit. You must also figure out how
and where the product will be made available to people (place, or distribution). And you must consider
how you will let potential buyers know what you are offering (promotion). Within that last category,
there are several key channels of communication.
The marketing mix:
Moving toward the media plan:
, There are two critical pieces of information that a media specialist needs to know in order to
successfully market a product. The first is an understanding of how your consumers view and use
your product or service. The second is how they view and use different media types.
What we need to know as marketers and media specialists is how the consumer decides
which brands and products to buy, as well as the process one goes through when purchasing an item.
Understanding these decision processes will help you decide which media might best be used both to
reach your target and to convey the desired message at the right time.
When are people buying your product? How much is bought? Is there some kind of seasonality to the
purchases? All of this information will prove to be critical in planning and buying your media and will
have a major impact on how and when you schedule your ads. If you know when consumers are most
likely to buy, you can time your media advertising to take advantage of that purchase cycle.
Four factors that help explain sales trends are economic, social, political, and cultural trends. And
each will, in turn, influence your media choices. Having this additional background information will
help you decide which media you can or should be using in your plan.
For numerous other factors that are important for marketers and media specialists, see the book (too
much information to shortly summarize here). See summary of this chapter on page 33. See checklist:
Media in the marketing context (15 points) on page 33-34.
Lecture notes 2 - Guest lecturer: Johan Smit – Director PMA
Audience measurement – Why?
To know what the target group is
To be able to compare the market share for media owners
Currency
Which channel to select
To understand your reach
Media is about reach and frequency this together decides how much many needs to be spent
Difference between target & reach
- Reach is just the number of people that is reached
- From reach you go to the audience
- Audience is explaining the target group you want to reach
Current situation – Radio, TV, print, online, outdoor audience measurement
Radio (what do we want to know about radio) – who, what, where, when
- Who are listening to the channel
- What people are listening and how
- From which device they are listening
- Which platform people use to listen to radio (for media owners)
- When people are listening to the radio
- How long people are listening
- Where people are listening
Radio is measured with a diary. People are asked to fill in a diary concerning their listening to radio.
They keep track of what they are doing. Disadvantage: is not that reliable, social correct answers are
given, and our memory is not reliable (biggest disadvantage). People do have a fixed radio behavior,
strict patterns (in the car, in the shower, during breakfast, etc.).
