Media: characteristics & selection (MC, unit 7)

Media - a channel of communication that can be used to deliver messages to selected target audiences. Represents any interface which allows communications messages to flow between senders & receivers.

NB. wide definition includes packaging, delivery vehicles, vending machines

MEDIA CHARACTERISTICS
Convergence and audience fragmentation means selecting the media is strategically important.
Conglomeration means media owners now offer range of media vehicles, providing linkages between platforms.

MEDIA SELECTION

1. Communication - does it get the message across?
2. Price - cost-effective coverage of target audience?
3. Place - is in the appropriate environment for the message? (e.g. live demo = TV)

Selection requires a balance between reach/coverage & frequency:

• Reach/coverage - % people within the defined audience who'll be exposed to the message
• Frequency - no. times people within the defined audience will be exposed to the message in a particular period of time

Types of media schedule:

1. Burst - compacts activity into series of short time frames with long periods of no activity in between
2. Drip - provides continuity of the message, at the cost of impact
3. Pulsing - low-level activity maintained over long period with periodic increases in expenditure (e.g. seasonal)

Media environment (timing and place) - sometimes nature of the campaign dictates media to use, timing often has greatest influence

International - note key difPublish Postferences in TV ownership, multichannel penetration, broadband/net uptake