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Major Media CategoriesMajor Media Categories
TV Radio Newspapers Magazines Out-of-Home
Media Options in AdvertisingMedia Options in Advertising
What type of media will serve your product best?
Is CPM the only consideration?
The Print MediaThe Print Media
Why Should I Spend My Money Here?
What Are My Options?What Are My Options?
Magazines examples: Good Housekeeping, Time, GQ
Newspapers Local: The Tennessean, the Daily News
Journal National: The Wall Street Journal, USA
Today
Magazines- AdvantagesMagazines- Advantages Flexibility in readership- regional, national
interest areas Color - excellent reproduction of high quality Authority and Credibility - can include alot of
information as well as glitter Permanence - longest shelf life of all outlets Prestige - image of the magazine rubs off on
the product!
More AdvantagesMore Advantages Audience Selectivity - most targeted option
available to marketers Selling Power - results have been
documented Cost Efficiency - minimized wasted coverage Reader Loyalty Pass-Along Circulation
Magazines - DisadvantagesMagazines - Disadvantages Inability to deliver
mass audiences Long Lead Times Clutter High CPM Declining Circulations Frequency Problems Shallow Geographic
Coverage
Circulation FactorsCirculation Factors
Guaranteed Circulation - number expect to circulate
Primary Circulation - number people buy through subscription or newsstand
Secondary or Pass along - give it away!
CirculationCirculation
Paid Circulation must pay the subscription price to receive
the magazine Controlled Circulation
receive if can have an influential role for the advertised products; complimentary copies to major advertisers
Newspaper AdvertisingNewspaper Advertising
Pros Mass Medium Comprehensive Scope Geographic
Selectivity Timeliness Credibility Selective Attention Creative Flexibility Active Medium
Cons Shrinking Circulation Shrinking Options Lack of Selectivity Short Life Span Low Production
Quality/Clutter Must pay for preferred
position to guarantee placement
Overlapping Circulation
Types of Newspaper AdsTypes of Newspaper Ads
Display Advertising includes copy,
illustrations, photographs, graphics, etc.
Classified Ads copy only
Public Notices
Co-op Advertising share responsibility
between channel members i.e., Retailer & manufacturer
Preprinted Inserts sales promotions,
coupons, contests, etc.
Out-of-HomeOut-of-Home
Oldest Form of Advertising - often referred to as ‘outdoor advertising’
Delivery Modes include: billboards, blimps, transit ads, bus stops
Expenditures are approaching $6.9 billion
Out of Home Overall Out of Home Overall ShareShare
BillboardsBillboards Pros
broad reach/high frequency
Many formats Digital format now
available Bulletins
Geographic Flexibility Low CPM Can be a last
reminder for products like fast food, shopping venues, etc.
product identification is easy!
Out-of-Home NegativesOut-of-Home Negatives
nonselectivity minimal exposure time difficulty in measuring audience environmental concerns limited use of copy
The Broadcast MediumsThe Broadcast Mediums
Television cable network National vs. Local
Radio FM AM National vs. Local
Television AdvantagesTelevision Advantages reach the masses can be both local or
national most dramatic form of
advertising best suited for
products that require demonstration or stimulation of emotion
More TV AdvantagesMore TV Advantages Prestige
highly visible firms use this medium Impact
immediacy, demos, sound and color interaction
Creativity Some Selectivity Low Cost
Disadvantages of TVDisadvantages of TV
Very High Cost of Production Media Time at a Premium Selectivity and targeting Difficult Brevity of Message Clutter Zipping and Zapping
Pros and Cons of Cable TVPros and Cons of Cable TV
Selectivity Younger, more
affluence audience, more innovative
Very low cost Flexibility
time for infomercials
Testability
Limited Reach Fragmentation Quality Zipping and
Zapping
Types of TV Types of TV AdvertisementsAdvertisements Network Advertising
4 major networks, erosion of audiences convenient and efficient coverage can buy spots , participations or sponsor
Cable Advertising interconnect for regional coverage syndicated programs, infomercials
Local TV Spots
How Do I Buy TV?How Do I Buy TV?
Dayparts decide on the time of day to air commercial viewing highest during primetime must choose vehicle
Dayparts Daytime 9 a.m. - 4 p.m.. Late Fringe 11:00p.m. - 1:00 a.m. Remainder Early Fringe
RadioRadio Who Listens? 96% of
U.S. population Youth the greatest
audience! Often a distraction or
background noise
FM or AM AM audiences growing
faster than FM Talk Radio!
Pros and Cons of RadioPros and Cons of Radio Image Transfer Selectivity Cost Efficient Timely Medium Geographically
Flexible Reach and Frequency
listen average 3x a day
No Visuals! Segmented
Audiences over Stations with Similar Formats
Distraction Clutter Push Button!
Buying Radio TimeBuying Radio Time
Networks lack of flexibility and choice of stations national coverage
Local Radio spots: live or taped local personalities can assist in credibility Dayparts: Morning and Evening Drive
Time Desirable (6-10 a.m.; 3-7 p.m.)
Interactive Advertising MediaInteractive Advertising Media
Entails reciprocal behavior
CD-Rom Virtual Reality The Internet Interactive 800
numbers Kiosks
Alternatives for the Alternatives for the Interactive SoulInteractive Soul CD-Rom - limited by households with the
PC capability great for tourism Virtual Reality - can visualize the
product and its demonstration in 3D Internet - growing access to the WEB -
can promote products, catalogs, firms here to catch surfers