Marketing Communications

SELECTING MEDIA 269

Table 8.6

Advertising media and media planning criteria

Criteria

Importance

Daily papers

Magazines

Billboards

Cinema

Radio

TV

Transit

General interest

Specialised

Women

Men

City

Other

Local

National

Local

National

QuantitativeReach*

++

++

0

+++

0

0

0

++++

Frequency

+

−

0

0

0

0

++−−−−−+

Selectivity**

++

0

++

+++

0

++

0

−−−

Geographic flexibility

+

+−−

−−+

0

++−+−+

Speed of reach

+

+

0

0

0

0

++++++++

Message life

+

0

++

++++−−−−−+

Seasonal influence

+

+++

++++

0

++−−+

QualitativeStage building

++

+++

+++++

0

+

0

+

0

Impact (emotional or

formational)

++

+

0

+

0

0

−−

++

0

0

+

++

0

Involvement

+

+

0

+

0

0

−−+

0

0

++−

Attention

++

+

0

+

0

0

−−+

0

0

++

0

Active medium

+

+

0

+

++

0

0

+−−−−−

Adding value

+

0

0

0

0

0

0

0

+

0

0

++

0

Quality of

reproduction

++

0

++

+++++

0

++++

Amount of

information

+

+++

++−−

0

0

0

0

0

−

β-coefficient

+

+++

++−−

++

0

0

++−

Clutter

++

−−−

−−−−−

0

−++−

TechnicalCPM

+

+++

++++−+

0

−−+

Flexibility in buying***

+

+++

++++++++++

* x

<

30%:

−

30%

≤^

x^ <

60%: 0

x^ ≥

60%:

+

**

x^ <

100:

−

100

≤^

x^ <

110: 0

x^ ≥

110:

+

*** Differs for different countries

M08_PELS3221_05_SE_C08.indd 269 6/6/13 9:23 AM