tailieunhanh - Lecture Advertising and promotion (2/e) – Chapter 11: Media choices: evaluating media options

The goals of this chapter are: To examine the structure of specific media industries including broadcast, print, out-of-home and cinema and the role of each media channel in the IMC program; to consider the advantages and limitations of each media channel; to explain how audiences are measured and how rates are determined;. | Chapter 11 Media choices: evaluating media options 11- Chapter Eleven Evaluation of Broadcast Media Chapter 11 title Learning objectives To examine the structure of specific media industries including broadcast, print, out-of-home and cinema and the role of each media channel in the IMC program. To consider the advantages and limitations of each media channel. To explain how audiences are measured and how rates are determined. To consider future trends and how they will influence the use of media channels in IMC programs. Relation to text This slide sets out the chapter’s learning objectives on p. 348 of the text. Print Branded entertainment Newspapers TV Media choices Audience measurement Product placement and computer games Digital impact Radio Out-of-home Media buying Broadcast Promotional products Future trends Advantages and imitations Social media Cinema Magazines Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 11 a shown on p. 348. Use of this slide This slide is a transition slide. Media engagement Relation to text This slide relates to material covered in the opening vignette, pp. 349-50. Summary overview The opening vignette discusses the way that non-traditional media, especially social media, have shifted the focus away from interruption and towards engagement. By evaluating how successful companies have engaged consumers in their promotional activities, we can gain insights into what is working. For example, Lion Nathan’s 6 beers of separation campaign or Old Spices’ YouTube and Twitter conversations made an impact and engaged customers. The image depicted on this slide is a still image from the Old Spice digital campaign which invites consumers to tweet, post, comment or share. Subject presenters may wish to exhibit video of this message. See Youtube, . Campaigns such as Old Spice Smell like a man have changed the way that we think about . | Chapter 11 Media choices: evaluating media options 11- Chapter Eleven Evaluation of Broadcast Media Chapter 11 title Learning objectives To examine the structure of specific media industries including broadcast, print, out-of-home and cinema and the role of each media channel in the IMC program. To consider the advantages and limitations of each media channel. To explain how audiences are measured and how rates are determined. To consider future trends and how they will influence the use of media channels in IMC programs. Relation to text This slide sets out the chapter’s learning objectives on p. 348 of the text. Print Branded entertainment Newspapers TV Media choices Audience measurement Product placement and computer games Digital impact Radio Out-of-home Media buying Broadcast Promotional products Future trends Advantages and imitations Social media Cinema Magazines Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 11 a