9.2 Media selection criteria and strategies

Media selection is crucial for effective advertising campaigns. Advertisers must consider various factors like media types, cost efficiency, and audience reach to maximize impact. Understanding audience composition helps align ad placement with target consumers' media habits.

Targeting strategies further refine media selection. Demographic, psychographic, and behavioral targeting help tailor messages to specific audience segments. Geographic and contextual targeting ensure ads reach consumers in relevant locations and contexts, boosting effectiveness.

Media Selection Factors

Types of Media and Their Characteristics

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• Media types encompass various forms of communication channels used for advertising
• Traditional media includes television, radio, newspapers, and magazines
• Digital media consists of websites, social media platforms, mobile apps, and streaming services
• Out-of-home media involves billboards, transit ads, and digital signage
• Media vehicles represent specific outlets within each media type (CNN for television, New York Times for newspapers)
• Each media type offers unique advantages and limitations for reaching target audiences

Cost Efficiency and Audience Reach

• Cost efficiency measures the effectiveness of media in reaching the target audience relative to its cost
• Cost per thousand (CPM) calculates the cost to reach 1,000 individuals in the target audience
• Gross rating points (GRPs) measure the total audience reached by an advertisement
• Reach refers to the number of unique individuals exposed to an ad within a specific time frame
• Frequency indicates the average number of times an individual is exposed to an ad
• Effective frequency determines the optimal number of exposures needed for message retention

Audience Composition and Media Selection

• Audience composition analyzes the demographic and psychographic characteristics of media consumers
• Media selection aligns advertising placement with the target audience's media consumption habits
• Index numbers compare a medium's audience composition to the general population
• Affinity index measures the likelihood of a specific audience segment to consume particular media
• Duplication considers the overlap of audiences across different media vehicles
• Engagement levels vary across media types, influencing message retention and effectiveness

Targeting Strategies

Demographic Targeting and Market Segmentation

• Demographic targeting focuses on age, gender, income, education, and occupation
• Market segmentation divides the overall market into distinct groups based on shared characteristics
• Generational marketing tailors messages to specific age cohorts (Baby Boomers, Millennials, Gen Z)
• Income-based targeting aligns products and services with different economic brackets
• Education level targeting considers the academic background of the audience
• Occupational targeting focuses on professional roles and industry sectors

Psychographic and Behavioral Targeting

• Psychographic targeting considers lifestyle, values, attitudes, and interests of consumers
• Personality traits influence consumer behavior and brand preferences
• Values-based marketing aligns brand messaging with consumer beliefs and principles
• Lifestyle segmentation groups consumers based on activities, interests, and opinions (AIO)
• Behavioral targeting uses past purchase history and online behavior to predict future actions
• Technographic targeting focuses on consumers' technology adoption and usage patterns

Geographic and Contextual Targeting

• Geographic targeting tailors campaigns to specific locations (countries, regions, cities, neighborhoods)
• Local marketing strategies focus on community-specific needs and preferences
• Regional variations in consumer behavior influence marketing approaches
• Geo-fencing uses GPS technology to deliver location-based mobile ads
• Contextual targeting places ads in relevant content environments
• Seasonal targeting adjusts campaigns based on time of year and local events
• Weather-based targeting adapts messaging to current climate conditions

Integrated Media Planning

Cross-Media Planning and Synergy

• Cross-media planning coordinates messaging across multiple media channels
• Media synergy leverages the combined effect of different media types for enhanced impact
• Omnichannel marketing creates a seamless experience across all consumer touchpoints
• Sequential messaging guides consumers through the purchase funnel using different media
• Media mix modeling optimizes the allocation of budget across various channels
• Attribution modeling assesses the impact of each media touchpoint on conversions

Integrated Media Strategy Development

• Integrated media strategy aligns all marketing communications to deliver a consistent message
• Brand storytelling creates a cohesive narrative across different media platforms
• Content marketing develops valuable, relevant content to attract and engage target audiences
• Transmedia storytelling extends narratives across multiple media formats
• User-generated content incorporates consumer-created media into marketing strategies
• Influencer partnerships leverage social media personalities to extend brand reach

Media Affinity and Consumer Engagement

• Media affinity measures the strength of relationship between a medium and its audience
• Engagement metrics assess how actively consumers interact with media content
• Social media engagement tracks likes, shares, comments, and other user interactions
• Second-screen behavior analyzes how consumers use multiple devices simultaneously
• Native advertising integrates branded content seamlessly into media environments
• Experiential marketing creates immersive brand experiences across various media touchpoints