Marketing Communications

SELECTING MEDIA 265

followed by online, newspapers and magazines. The share of online advertising is on the rise,

mainly at the expense of newspaper advertising and, to a lesser extent, magazine and

radio advertising.

Media mix criteria

Before deciding which media will and will not be included in the media mix, the different

media should be evaluated on several criteria. These criteria can be categorised as quant-

itative, qualitative and technical criteria. Table 8.5 gives an overview of several potential

criteria.

Quantitative criteria deal with factors such as how many people can be reached, how

often and how quickly the target group can be reached, whether the advertising message

Medium 2009 2010 2011 2012 2013

Newspapers 96 973 95 416 92 802 91 911 91 334

Magazines 43 633 43 741 43 224 43 060 42 909

Television 160 199 178 826 184 929 196 182 207 056

Radio 31 778 32 169 32 899 33 906 35 117

Cinema 2 107 2 315 2 423 2 564 2 718

Outdoor 27 774 29 917 31 503 33 357 35 155

Internet 54 683 84 026 72 531 83 457 96 392

Total 417 147 444 410 460 311 484 436 510 648

Source: http://www.marketingcharts.com/direct/global-web-ad-spend-to-rise-33-by-13-19491/zenithoptimedia-

advertising-expenditure-by-medium-2009-2013-oct11gif/.

Figure 8.10a Global advertising spend per medium type ($ million, 2010 average conversion

rate), 2009–13

Medium 2009 2010 2011 2012 2013

Newspapers 23.24 21.47 20.16 18.97 17.89

Magazines 10.46 9.84 9.39 8.89 8.40

Television 38.40 40.24 40.17 40.50 40.55

Radio 7.62 7.24 7.15 7.00 6.88

Cinema 0.51 0.52 0.53 0.53 0.53

Outdoor 6.66 6.73 6.84 6.89 6.88

Internet 13.11 18.91 15.76 17.23 18.88

Total $417 147 $444 410 $460 311 $484 436 $510 648

Source: http://www.marketingcharts.com/direct/global-web-ad-spend-to-rise-33-by-13-19491/zenithoptimedia-

advertising-expenditure-by-medium-2009-2013-oct11gif/.

Figure 8.10b Percentage spend on advertising media worldwide, 2009–13

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