Traditional Media<br />X50.9212 Integrated Marketing – Week 6<br />
Television Advertising<br />ADVANTAGES<br />High reach<br />High frequency potential<br />Low cost per contact<br />High i...
Radio Advertising<br />ADVANTAGES<br />High level of recall<br />Narrower target markets/high level of segmentation<br />C...
Outdoor Advertising<br />ADVANTAGES<br />Geographic targeting<br />Accessibility for locality<br />Low cost per impression...
Magazine Advertising<br />ADVANTAGES<br />High market segmentation<br />Target by interest<br />Direct response possible<b...
Newspaper Advertising<br />ADVANTAGES<br />Geographic selection<br />High flexibility<br />High credibility<br />Strong au...
Traditional Media<br />X50.9212 Integrated Marketing – Week 6<br />
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X509212 Integrated Marketing Week6 Traditional Media

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X509212 Integrated Marketing Week6 Traditional Media

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