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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
  • Transcript

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