X509212 Integrated Marketing Week6 Traditional Media
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  • 1. Traditional Media
    X50.9212 Integrated Marketing – Week 6
  • 2. Television Advertising
    ADVANTAGES
    High reach
    High frequency potential
    Low cost per contact
    High intrusion value
    Quality creative opportunities
    Segmentation
    DISADVANTAGES
    Greater clutter
    Low recall (due to clutter)
    Channel surfing/DVR
    Limited copy/messaging
    High cost per ad (total)
  • 3. Radio Advertising
    ADVANTAGES
    High level of recall
    Narrower target markets/high level of segmentation
    Custom production by station(s)
    Flexible production (e.g. new ads)
    Easily modified to fit locality
    DJ support/intimacy
    Mobility
    Good creative options
    DISADVANTAGES
    Short exposure time
    Low attention
    Few opportunities for national exposure
    Channel switching
    Target market duplication if using more than one station (or network)
    Information overload
    Increased “radio” competitors
  • 4. Outdoor Advertising
    ADVANTAGES
    Geographic targeting
    Accessibility for locality
    Low cost per impression
    Broad reach
    High frequency on major commuter routes
    Large, interesting creative possibilities
    DISADVANTAGES
    Short exposure time
    Brief messages/creative limitations
    Little segmentation
    Cluttered travel routes
    Calls to action must be easily remembered
  • 5. Magazine Advertising
    ADVANTAGES
    High market segmentation
    Target by interest
    Direct response possible
    High color quality
    Availability of creative approaches in the print
    Long life
    Read during leisure time (longer exposure to ads)
    DISADVANTAGES
    Declining circulation
    High level of clutter
    Long lead times needed
    Little flexibility
    High cost
  • 6. Newspaper Advertising
    ADVANTAGES
    Geographic selection
    High flexibility
    High credibility
    Strong audience interest
    Longer copy
    Cumulative volume discounts
    Direct response possible
    DISADVANTAGES
    Poor buying procedures for large/national campaigns
    Short life span
    High level of clutter
    Poor quality (limited color)
    Declining circulation rates (move to Internet)
  • 7. Traditional Media
    X50.9212 Integrated Marketing – Week 6