JOMC 172
description
Transcript of JOMC 172
![Page 1: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/1.jpg)
JOMC 172
Advertising Media
![Page 2: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/2.jpg)
You cannot overstate the importance of media to the
advertising industry.
• Until it runs in the media, it is not advertising.
• Follow the money.• Changing role: 1960s vs. today.• Making creative more effective.• What do the experts say?
![Page 3: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/3.jpg)
“It will be more challenging to work in advertising in new media…it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.”
Jayne Spitler, Leo
Burnett/StarCom
![Page 4: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/4.jpg)
“The creative people and the media people must intertwine their work as much as possible. They have to understand the overall project is part of a targeting process.”
David Martin, CEO/Penta-Com
![Page 5: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/5.jpg)
“In a rapidly changing media world, an understanding of the consumer/media relationship is of fundamental importance to the process.”
Andy Tilley, Zenith Media
![Page 6: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/6.jpg)
“Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.”
Keith Reinhard, Chmn. DDB
![Page 7: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/7.jpg)
The Bottom Line:
Understanding media is fundamental
to understanding advertisingfor everyone
in advertising & related fields.
![Page 8: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/8.jpg)
Some Examples
Target
![Page 9: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/9.jpg)
$140,201,000in Newspaper Advertising.
That’s 27% of Target’s measured ad spending in 2004.
![Page 10: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/10.jpg)
![Page 11: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/11.jpg)
$377,863,000in Unmeasured Media
![Page 12: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/12.jpg)
![Page 13: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/13.jpg)
$63,459,000in Magazine Advertising
![Page 14: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/14.jpg)
Retail giant Target bought every ad site in the Aug. 22 issue and then populated those spaces with exclusive images fashioned by world-renowned illustrators.
![Page 15: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/15.jpg)
![Page 16: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/16.jpg)
![Page 17: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/17.jpg)
![Page 18: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/18.jpg)
![Page 19: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/19.jpg)
![Page 20: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/20.jpg)
Some Examples
The Rise of Hispanic Media
![Page 21: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/21.jpg)
![Page 22: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/22.jpg)
July 28 - Aug. 24, 2005New York DMA
Station Network A 18-49Rating/Share
A 25-54Rating/Share
WXTV Univision 2.2 / 6 2.7 / 7
WCBS CBS 2.0 / 6 2.3 / 6
WNBC NBC 1.9 / 5 2.2 / 6
WABC ABC 1.8 / 5 2.0 / 6
![Page 23: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/23.jpg)
Some Examples
DVRs
![Page 24: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/24.jpg)
![Page 25: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/25.jpg)
Some Examples
Mobile Phones
![Page 26: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/26.jpg)
![Page 27: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/27.jpg)
Some Examples
Product Placement
![Page 28: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/28.jpg)
• Random House sponsored the first full-episode product integration for NBC's highly anticipated new reality show, The Apprentice: Martha Stewart, which premiered Sept. 21.
• Two teams of Martha wannabes were tasked with rewriting a classic fairy tale.
• Judges included Random House executives and a class of first graders.
![Page 29: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/29.jpg)
Some Examples
The Internet
![Page 30: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/30.jpg)
Coty's Lancaster Group division ran the commercial for its new fragrance "Lovely”(with actress Sarah Jessica Parker) on Vogue magazine's Internet site Style.com this week, hoping to attract the site's fashion and celebrity-obsessed readers well before airing the same ad for a broader market on television during the winter holiday season.
CNN/MONEY August 27, 2005
![Page 31: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/31.jpg)
![Page 32: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/32.jpg)
![Page 33: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/33.jpg)
![Page 34: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/34.jpg)
![Page 35: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/35.jpg)
Some Examples
Integration
![Page 36: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/36.jpg)
![Page 37: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/37.jpg)
![Page 38: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/38.jpg)
Some Examples
The Money
![Page 39: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/39.jpg)
Americans in 2006 will consume, on average, more than 9.5 hours of media daily and pay $888 in the course of the year for media options ranging from magazine
subscriptions to DVDs, according to the forecast of Veronis Suhler
Stevenson.
![Page 40: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/40.jpg)
By 2009, marketers will have increased their annual media support by $100 billion from 10 years earlier, according to Veronis Suhler. But this
generous ad support won’t stop consumers from spending less time with ad-supported media. Consumer time spent with ad-backed outlets is expected to fall to 54.1% from 63.6%
of their total media time.
![Page 41: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/41.jpg)
$292,005,000,000
![Page 42: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/42.jpg)
![Page 43: JOMC 172](https://reader035.fdocuments.in/reader035/viewer/2022070412/56814961550346895db6b5cd/html5/thumbnails/43.jpg)