Advertising Media
Advertising MediaPrint MediaPlace MediaBroadcast MediaNarrowcast Media
Print MediaPrint Media Newspapers Magazines
National Newspapers
Local NewspapersMetro Daily NewspapersRegional Daily NewspapersLocal Weekly Newspapers
Newspaper ReadersMass market (wide reach)Readership increases with: Age Education Income
Types of Newspaper AdsClassifiedDisplay  Local   vs. NationalSupplements
Advantages of        NewspapersGeographic targetingHigh credibilityPermanence/User-pacedHigh information potential
Disadvantages of      NewspapersLimited colorPoor reproduction qualityOne day life spanUnattractive layoutsHard to measure...
Strategic Use of      NewspapersCoverage mediumGeographic targetingLocal retail adsHigh involvement consumers/productsRati...
MagazinesGeneral circulation magazinesSpecialized Magazines Target   marketingTrade Magazines
General Circulation   Magazines
Specialized Magazines
Trade Magazines
Advantages of        MagazinesHigh color reproduction qualityHigh credibilityPermanence/User-pacedPass along factorHigh in...
Disadvantages of       MagazinesHard to measure actual exposureLong lead timesExpensive: High CPMs
Strategic Use of        MagazinesHighly specialized target marketingGeographic targeting with zip editionsHigh involvement...
Place/Outdoor MediaBillboardsTransit
Billboards
Billboards
Billboard Sabotage
Advantages of        BillboardsHigh frequencyGeographic flexibilityLow cost per exposure
Disadvantages of       BillboardsFleeting messageLimited informationLong lead timesLocation unavailabilityVisual pollution
Strategic Use of       BillboardsGood coverage mediumLocalized support mediumLow involvement products
Transit Advertising
Advantages of TransitCaptive audienceLow costSupports mass transit systems
Disadvantages of         TransitLack of statusCluttered environmentLimited information potential
Strategic Use of TransitLocalized support mediumHigh and low involvement products
Broadcast MediaNational TelevisionLocal TelevisionCable TelevisionSyndicated TelevisionRadio
National Television     Networks
Advantages of  National TelevisionMass coverageLow cost per thousand (CPM)Some content-based targetingHigh impactCreativit...
Disadvantages of  National TelevisionHigh production costsHigh absolute media costsBrevityImpermanence/Not user-pacedLow i...
Strategic Use of  National TelevisionCoverage mediumLow involvement consumers/productsEmotional appeals
Local TelevisionLocal AffiliatesLocal Independents
Local Television   Stations
Cable TelevisionSuperstationsNews channelsEntertainment channelsSpecialized channels
Superstations
News Channels
Entertainment Channels
Specialized Channels
Advantages of Cable TVSimilar to National TelevisionLow cost: absolute and CPMMore specialized audiences
Disadvantages of Cable TV  Similar to National Television  Lower quality ads  Limited reach  Fragmented audience
Strategic Use of Cable TV Targeting with television Some high involvement consumers with specialized channels Emotional / ...
Syndicated TelevisionFirst-run syndicationRerun syndication (off network)
First-run Syndication
Rerun Syndication
Forms of Television     AdvertisingSponsorships InfomercialsParticipation Breaks   within a programSpot announcements B...
RadioNetwork RadioSyndicationUnwired networksSatellite RadioLocal Spot Radio
Network Radio
Local Radio Stations
Advantages of RadioLow media costLow production costsShort lead timesCaptive audiencesSpecialized audiences
Disadvantages of RadioNo visualsLow information potentialImpermanence/Not user-pacedFragmented audiencesComplicated media ...
Strategic Use of RadioGood targeting mediumLocalized support mediumHigh and low involvementproducts/consumersRational and ...
Narrowcast MediaDirect marketing Telemarketing Direct   mailYellow pagesInteractive media (The Internet)
Direct MediaDirect MailCataloguesBroadcast media Infomercials 800   numbersTelemarketing
Advantages of DirectPersonalized impactElaborate databases for targetingReaches inaccessible audienceMeasurable exposure/s...
Disadvantages of DirectHigh CPMsJunk mailHigh audience refusal ratesEnvironmental concernsKey is a high quality mailing list
Strategic Use of DirectTarget marketingRelationship marketingHigh involvement consumers/products
The InternetRapid adoption/growthImportance as an advertising mediumMassive shift in advertising dollars
Adoption Curves for                    120                               Various MediaMillions of Users                   ...
Advantages of the       InternetInteractive medium/Active audienceAffluent marketPermanence/User-pacedHigh information pot...
Disadvantages of the       InternetUntested mediumFragmented audienceSlow downloadsSecurity and privacy issues
Strategic Use of the       InternetTarget marketingHigh involvement consumers/products
Miscellaneous           AdvertisingMovie trailers   Controlled by motion picture companies and    distributors, not theat...
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12. advertising media

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  • Mass coverage within a given market
  • Zip editions target: 1. Particular zip codes 2. Particular types of zip codes
  • Localization: 1. Connecting to local retailers 2. Giving the local angle 3. Building multi-media visibility 4. Closet to point of purchase
  • CPMs used to: 1. Set advertising rates 2. Compare the costs of different media and vehicles
  • Users of radio: 1. Station Listeners 2. Music Listeners 3. Talk Listeners 4. News Listeners
  • Localization: 1. Connecting to local retailers 2. Giving the local angle 3. Building multi-media visibility 4. Closet to point of purchase
  • Reaching consumers to seek an immediate response
  • Reaching consumers to seek an immediate response
  • Co mbines advantages of other media: 1. Newspapers high info content 2. Slick presentation like magazines 3. Impact of television 4. Can be locally tailored like radio 5. Broadcast and Narrowcast 6. Immediate response like direct response media
  • 12. advertising media

    1. 1. Advertising Media
    2. 2. Advertising MediaPrint MediaPlace MediaBroadcast MediaNarrowcast Media
    3. 3. Print MediaPrint Media Newspapers Magazines
    4. 4. National Newspapers
    5. 5. Local NewspapersMetro Daily NewspapersRegional Daily NewspapersLocal Weekly Newspapers
    6. 6. Newspaper ReadersMass market (wide reach)Readership increases with: Age Education Income
    7. 7. Types of Newspaper AdsClassifiedDisplay  Local vs. NationalSupplements
    8. 8. Advantages of NewspapersGeographic targetingHigh credibilityPermanence/User-pacedHigh information potential
    9. 9. Disadvantages of NewspapersLimited colorPoor reproduction qualityOne day life spanUnattractive layoutsHard to measure actual exposure
    10. 10. Strategic Use of NewspapersCoverage mediumGeographic targetingLocal retail adsHigh involvement consumers/productsRational appeals
    11. 11. MagazinesGeneral circulation magazinesSpecialized Magazines Target marketingTrade Magazines
    12. 12. General Circulation Magazines
    13. 13. Specialized Magazines
    14. 14. Trade Magazines
    15. 15. Advantages of MagazinesHigh color reproduction qualityHigh credibilityPermanence/User-pacedPass along factorHigh information potential
    16. 16. Disadvantages of MagazinesHard to measure actual exposureLong lead timesExpensive: High CPMs
    17. 17. Strategic Use of MagazinesHighly specialized target marketingGeographic targeting with zip editionsHigh involvement consumers/productsRational and emotional appeals
    18. 18. Place/Outdoor MediaBillboardsTransit
    19. 19. Billboards
    20. 20. Billboards
    21. 21. Billboard Sabotage
    22. 22. Advantages of BillboardsHigh frequencyGeographic flexibilityLow cost per exposure
    23. 23. Disadvantages of BillboardsFleeting messageLimited informationLong lead timesLocation unavailabilityVisual pollution
    24. 24. Strategic Use of BillboardsGood coverage mediumLocalized support mediumLow involvement products
    25. 25. Transit Advertising
    26. 26. Advantages of TransitCaptive audienceLow costSupports mass transit systems
    27. 27. Disadvantages of TransitLack of statusCluttered environmentLimited information potential
    28. 28. Strategic Use of TransitLocalized support mediumHigh and low involvement products
    29. 29. Broadcast MediaNational TelevisionLocal TelevisionCable TelevisionSyndicated TelevisionRadio
    30. 30. National Television Networks
    31. 31. Advantages of National TelevisionMass coverageLow cost per thousand (CPM)Some content-based targetingHigh impactCreativity/stopping power
    32. 32. Disadvantages of National TelevisionHigh production costsHigh absolute media costsBrevityImpermanence/Not user-pacedLow information potentialClutterZipping and Zapping
    33. 33. Strategic Use of National TelevisionCoverage mediumLow involvement consumers/productsEmotional appeals
    34. 34. Local TelevisionLocal AffiliatesLocal Independents
    35. 35. Local Television Stations
    36. 36. Cable TelevisionSuperstationsNews channelsEntertainment channelsSpecialized channels
    37. 37. Superstations
    38. 38. News Channels
    39. 39. Entertainment Channels
    40. 40. Specialized Channels
    41. 41. Advantages of Cable TVSimilar to National TelevisionLow cost: absolute and CPMMore specialized audiences
    42. 42. Disadvantages of Cable TV Similar to National Television Lower quality ads Limited reach Fragmented audience
    43. 43. Strategic Use of Cable TV Targeting with television Some high involvement consumers with specialized channels Emotional / rationale appeals
    44. 44. Syndicated TelevisionFirst-run syndicationRerun syndication (off network)
    45. 45. First-run Syndication
    46. 46. Rerun Syndication
    47. 47. Forms of Television AdvertisingSponsorships InfomercialsParticipation Breaks within a programSpot announcements Breaks between programs
    48. 48. RadioNetwork RadioSyndicationUnwired networksSatellite RadioLocal Spot Radio
    49. 49. Network Radio
    50. 50. Local Radio Stations
    51. 51. Advantages of RadioLow media costLow production costsShort lead timesCaptive audiencesSpecialized audiences
    52. 52. Disadvantages of RadioNo visualsLow information potentialImpermanence/Not user-pacedFragmented audiencesComplicated media buysClutter
    53. 53. Strategic Use of RadioGood targeting mediumLocalized support mediumHigh and low involvementproducts/consumersRational and emotional appeals
    54. 54. Narrowcast MediaDirect marketing Telemarketing Direct mailYellow pagesInteractive media (The Internet)
    55. 55. Direct MediaDirect MailCataloguesBroadcast media Infomercials 800 numbersTelemarketing
    56. 56. Advantages of DirectPersonalized impactElaborate databases for targetingReaches inaccessible audienceMeasurable exposure/success
    57. 57. Disadvantages of DirectHigh CPMsJunk mailHigh audience refusal ratesEnvironmental concernsKey is a high quality mailing list
    58. 58. Strategic Use of DirectTarget marketingRelationship marketingHigh involvement consumers/products
    59. 59. The InternetRapid adoption/growthImportance as an advertising mediumMassive shift in advertising dollars
    60. 60. Adoption Curves for 120 Various MediaMillions of Users 80 60 50 40 Radio TV Cable Internet 20 0 1922 ‘26 ‘30 ‘34 ‘38 ‘42 ‘46 ‘50 ‘54 ‘58 ‘62 ‘66 ‘70 ‘74 ‘78 ‘82 ‘86 ‘90 ‘94 ‘98 Est The Internet is the fastest growing medium in history Years to reach 50 MM users * Launch of HBO in 1976 was used to estimate the Radio 38 beginning of cable as an entertainment/ad medium. TV 13 ** Morgan Stanley Technology Research estimate Cable 10* (Chart shows the Internet beginning as an entertainment/ad Internet 5** medium in 1994 because its earlier use was restricted to governmental activities)
    61. 61. Advantages of the InternetInteractive medium/Active audienceAffluent marketPermanence/User-pacedHigh information potentialImmediate response
    62. 62. Disadvantages of the InternetUntested mediumFragmented audienceSlow downloadsSecurity and privacy issues
    63. 63. Strategic Use of the InternetTarget marketingHigh involvement consumers/products
    64. 64. Miscellaneous AdvertisingMovie trailers Controlled by motion picture companies and distributors, not theatersBlimps and planesSporting eventsGrocery cartsTicket backsVideocassettesRapidly growing list of other ad media
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