REVIEW QUESTIONS
11.4. Trace the evolution of media forms and explain how the new Digital Era
is different from previous media environments.
We can summarize the evolution of media forms through the following eras:
The Broadcast Era: Visual and audio information in the form of radio and
The Digital Era: Electronic information transmitted through the Internet, but
The Social Media Era: Social networks connecting friends and contacts.
The digital era represents a more dramatic shift because it has introduced changes
unlike any ever encountered in the history of media. There have always been
evolution and change in the shape and forms of media. However, the speed of change
has increased, as has the number media available for use in brand communication.
11.5. Explain the roles of media salespeople, media planners, media buyers,
and media researchers.
Media salespeople work for a specific vehicle with the objective of building the
Media reps or brokers are people (or companies) that sell space (in print) and time
(in broadcast) for a variety of media. If an agency wants to buy space in all of the
major newspapers in the western United States, for example, the agency’s buyer
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Media brokers are people (or companies) that sell space (in print) and time (in
broadcast) for a variety of media. If an agency wants to buy space in all of the
On the buying side, media planners, buyers, and researchers work primarily for
agencies, although they can also be found working for marketers who handle their
Media researchers compile audience measurement data, media costs, and
Media planners develop the strategic decisions outlined in the media
Media buyers implement the media plan by contracting for specific amounts of time or
space. They spend the media budget according to the plan developed by the media
planner. Media buyers are expected to maintain good media supplier relations to facilitate
Media buying companies are independent companies that specialize in
doing media research, planning, and buying. They consolidate media
11.6. What is a media mix and how does the mix differ for an IMC campaign?
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In most cases a media plan will outline a set of media, and
therefore is a media mix. This media mix is the way various
types of media are strategically combined to create a certain
kind of impact. Because of the breadth of IMC plans, the term
11.7. What is the difference between reach and frequency?
Reach is the percentage of the media audience exposed at least once to the
advertiser’s message during a specific time frame. Frequency refers to the
number of times a person is exposed to the advertisement. There’s a rule of
thumb that you have to hear or see something three times before it makes an
11.8. Explain what is meant when we say IMC is multiplatform, multimedia,
and multi-targeted.
IMC plans are multiplatform, meaning that they use a variety of marcom areas. They are
multi-channel, meaning that they use a variety of media, and multi-targeted, meaning that they engage
11.9. In what ways are consumer media patterns changing and how does that
affect marketing communication?
Marketing communication media are in an incredible state of flux, partially because
of the introduction of the computer and the Internet but also because of the way
people choose to spend their time. Consumers are much more in control of their own
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Another major change in media use is the increase in media-driven lives and media
multi-tasking. In their youthful days, the lives of traditionalists and baby boomers
These days, people not only spend more time with media but also use more than one
medium at a time. And while traditionally most media involved a solitary experience
Probably the biggest change is found in the increase in interactive media. Social
DISCUSSION QUESTIONS
11.10. What is the difference in perspective between how companies and consumers
use media? Give an example from your own experience where these two
perspectives either align or are at odds.
Companies as well as consumers use media. More and more, we see companies
using interactive media, such as the phone and online social media, as a channel for
The way consumers use media has changed as technology has changed. It used to be
that most Americans were involved with three television networks, a newspaper, and
one or two magazines. The modern media landscape includes up to 200 television
channels in some markets, a huge number of special interest publications, millions of
In addition, younger generations spend more time with media of all kinds, and those
channels are more intertwined with their family, work, and leisure time. We now see
consumers using more than one medium at a time, for example texting about what
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11.11. This chapter sets up a way to organize media in terms of paid, owned, and
earned categories. Define each and explain how they are different. Give an
example of each and explain why and when you would use that type of media.
Paid media are the traditional media, such as print and broadcast, where ad
placements are bought by the company or organization. These established media
channels are distinctive in that the dollar amount of advertising spending on them, as
well as the size of their audiences is tracked by media research services. This is why
Owned media are channels that are controlled by the organization and that carry
branded content, such as websites, direct mail e-mail lists, Facebook sites, blogs,
Earned media are channels where brand communication is spread by outsiders such
as social media users or news media that carry publicity. Examples include publicity
(hits and mentions in the news media), word of mouth (e-mail, texting, buzz, and viral
11.12. You have been asked to help your family’s restaurants rethink their media
planning, which includes two upscale Italian restaurants and a small chain of
five grilled panini sandwich shops. Is there any difference in how they might
use traditional advertising versus the new online forms of brand
communication? What media mix would you recommend for each type of
restaurant? Explain the thinking behind your recommendations.
It is important that the media mix be targeted toward local community. Here are
some ideas:
Spot television, which allows for a mouth-watering visual presentation of the
restaurant’s dishes, can be used, if the expense is within the budget of this family
owned business. Spot radio buys during drive-time could take advantage of the
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consider place-based advertising and promotional activity, such as billboards,
transit, events and sponsorships. Invite local food critics and food bloggers to the
restaurant as a means of generating publicity. Creation of a Facebook fan page,
critical.
TAKE-HOME PROJECTS
11.13. Portfolio Project. Collect a set of three promotional messages in three
different types of media. Analyze what you believe to be the target for each
piece. Now analyze the media in which each message appears. Research what
you can about the media form to determine its audience. Compare your
analysis of the targeting with the reach of the medium. Do you think they
match? Explain why or why not?
11.14. Mini-Case Analysis: Reread the Axe story at the beginning of this chapter.
What was the problem this brand faced and how did that affect the media
planning? What were the objectives of both the initial campaign and its
follow-up? What was the Big Idea that drove the second campaign and how
did that affect the media mix? Do you think this effort was driven by reach or
frequency? Considering all of the new media reviewed in this chapter, what
other media might Axe use in the next year of this campaign?
The objective of Unilever’s initial campaign was to expand its line of men’s
grooming products by targeting a new shower gel to the 18- to 34-year-old male
market, and the objective of the second campaign was to fend off the intense
competition from P & G’s Old Spice brand, while continuing to effectively
Unilever and its agency used both traditional and nontraditional media to
accomplish its objectives. To reach its target audience, television commercials ran
on programs like Baywatch, The Real World, and Aqua Teen Hunger Force. Print
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guys. Shower gel messages were everywhere—on bar posters, hotel shower
curtains, floor stickers, and bus wraps. The www.theaxeeffect.com website also
entertained the guys.
This effective use of integrated marketing communications (traditional media, a
website, social media, and nontraditional communication) allowed both reach
and frequency objectives to be met. To maintain communication with its young,
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