Stratégies
I would like to present to you : Stratégies. Stratégies is a french marketing magazine. It is very interesting, because journalists present and analyze ads. They analyze people trends or give the different marketing trends of companies. We can understand a lot of things about marketing. If you are interesting by Marketing, you should like this magazine. For example, this month, there is an article, which explains that RTL and France Inter want to evolve, to change their image. You can go on the Internet to read Stratégies : www.strategies.fr
On the Internet, you can choose an ad and say if it is a good or not ad. So, you can know what people think about ads that you observed. It is very interesting to be able to take part in the analyses which are made.
Media Survey
I made a survey about Media ads, it is why we questioned 79 people, who answered 9 questions. We made this survey to know the interest of people for Media marketing. Indeed, we wanted to know if they prefer TV or Internet for example, why they are interested by Media…
First, they are young people, who are between 15 and 29. 54.4% are of women and they live in Le Havre or Rouen. In fact, 91.1% watch TV, 79.9% use the Internet, 65.8% listen to the radio, 63.3% read me press and only 1.3% do not look at media. Their favorite media is TV (57%), the Internet (18.6%), press (13.4%) and radio (11%). 44.3% spend one to two hours per day looking at their favorite Media, 25.3% less than one hour, 17% more than three hours and 13.4% two to three hours per day. They are interested by these media to know news (83.5%), for entertainment (9.5%), for politics (4.1%), for other things (2.9%). Then, they find that media ads are good for 51.3% and 23% do not know. They like Canal + ads, Europe 1 ads, RTL ads and TF1 ads.
So, we can understand several things about the relationship between people and the media. Indeed, it is clear that TV has the biggest place in the lives of young people, because they can watch TV up to more than three hours per day. They look at or listen to a media to know news first and after for entertainment. Also, today, it is interesting to see that people want to know news before thinking about their leisure. We can think that they are quiet if and only if there are no problem in the world. Politics is not a priority for young people. Furthermore, the Internet take the second place for young people, whereas it is a “new” media. So, we can think, as it develops, that it will be the first media in the future for young people. Indeed, today we can already look at TV on the Internet or read the press, listen to radio. About media ads, we can see that 48.7% of people are not touched by these media ads. But four media ads have a good image : Canal+, Europe 1, RTL and TF1.
Finally, I would like to say that young people want to know develops of the world by looking at their TV before thinking of their leisure, even if we can think that they will use first the Internet in the future. And, media ad creators should try to touch more young people.
There is a real war between channels in
France. There is TF1, number one, which send time of human brain available. http://www.lexpansion.com/art/32.0.77108.0.html
TF1 want to win televiewers to sell a lot of expensive space of ads. It is why, there is a real TF1 promotion in every program. For example, Jean-Pierre Pernaut says every time that we can see him in his channel program.
It is different for France Television. Indeed, they chose to create a group, they are stronger, and they have more occasions to promote their programs. However, they try to create good program for everybody. They do not search to sell more and more space of ads : it is not the first objective, in contrary to TF1. There are several channels, which propose several types of program.
Free newspapers
Today, there is a crisis in the press. Indeed, the newspapers are sold less and less. It is why every newspaper tries to improve their edition like Le Monde. At the same time there are newspapers, which chose to distribute their newspapers free. In fact, they distribute their ones free. So, a lot of people read their newspaper. It is actually very interesting for mediaplanner. Indeed, as Le Figaro or Libération lose readers, it is not a good way to promote a product, to edit an ad. Also, mediaplanner prefer edit their ads in free newspaper, because they will be able to touch more readers.
So, in my mind, today, there is a problem, because I do not like very much a newspaper with a lot of ads. Indeed, it is interesting to have some ads but not a lot. So, this evolution can become obstructing to readers and for companies, because when there are too ads, readers do not read these ads.
But, it is interesting to see that, now, every newspaper tries to create a free one. Le Monde, Le Figaro are a creating a free one. Consequently, we can hope that they will continue to edit their first newspaper : it can be a very good solution.
RTL launched a marketing campaign three years ago, which is based on the slogan “Vivre ensemble”. Indeed, RTL wanted to communicate on the fact that it is very hard to live together in every society, but it is very important, is a wealth, whereas we are different. But, for Axel Duroux, the Chairman, RTL should find a new dynamic. So, RTL, today, show the french competitions, which are central in our society between, for exemple, politicians. Consequently, RTL show that it is a good way to get important information. Moreover, every politician on these photos are smiling : there is no stress. To conclude, i would say that, to my mind, it is a pleasant campaign, which answers its objectives.
