USING OTHER ADVERTISING MEDIA BY BIPIN R. PANDIT

USING OTHER

ADVERTISING MEDIA

BY BIPIN R. PANDIT

ADVANTAGES OF MAGAZINE ADVERTISING : When it comes to targeting, magazines hit the bull’s eye. No other medium (except direct mail) is as effective at reaching special-interest audiences or targeted demographic groups. There are specially magazines for virtually any hobby, business, or occupation you can name. Magazines with small circulations can be inexpensive to buy, yet very valuable to your if their entire circulation goes to members of your target group. Magazines readers are of mind-set to be receptive to complex copy; this can give you an opportunity to thoroughly convey your positioning and detailed selling points. Magazines give you the opportunity to “romance” a product and evoke the senses through use of color, provocative graphics, and copy. BRP 2

When it comes to targeting, magazines hit the bull’s eye. No other medium (except direct mail) is as effective at reaching special-interest audiences or targeted demographic groups. There are specially magazines for virtually any hobby, business, or occupation you can name.

Magazines with small circulations can be inexpensive to buy, yet very valuable to your if their entire circulation goes to members of your target group.

Magazines readers are of mind-set to be receptive to complex copy; this can give you an opportunity to thoroughly convey your positioning and detailed selling points.

Magazines give you the opportunity to “romance” a product and evoke the senses through use of color, provocative graphics, and copy.

BRP 2

DISADVANTAGES OF MAGAZINE ADVERTISING : Magazines require the longest lead times of any form of advertising – sometimes as long as three months. Large circulation consumer magazines are frighteningly expensive; so are lower circulation magazines with slick production values and up-scale audiences. They offer little flexibility; last minute changes are rarely possible. Your ad will have to assert itself amid a chaotic clutter of other ads, all demanding attention BRP 3

Magazines require the longest lead times of any form of advertising – sometimes as long as three months.

Large circulation consumer magazines are frighteningly expensive; so are lower circulation magazines with slick production values and up-scale audiences.

They offer little flexibility; last minute changes are rarely possible.

Your ad will have to assert itself amid a chaotic clutter of other ads, all demanding attention

BRP 3

ADVANTAGES OF POP : This is a very visible, effective sales motivator because, if used well, it cuts through visual clutter and catches the eye at the point of sale. It’s ideal for introducing a new product or highlighting a special offer. It can be relatively inexpensive to produce, even in small quantities. It can convey positioning about an item at the point of sale. BRP 4

This is a very visible, effective sales motivator because, if used well, it cuts through visual clutter and catches the eye at the point of sale.

It’s ideal for introducing a new product or highlighting a special offer.

It can be relatively inexpensive to produce, even in small quantities.

It can convey positioning about an item at the point of sale.

BRP 4

DISADVANTAGES OF POP : The impact of a display may be diluted if too many competing POP displays are used in one area (e.g. on a store counter). If your are a manufacturer, you cannot always be sure your retailers will use the displays you provide. BRP 5

The impact of a display may be diluted if too many competing POP displays are used in one area (e.g. on a store counter).

If your are a manufacturer, you cannot always be sure your retailers will use the displays you provide.

BRP 5

ADVANTAGES OF OUTDOOR ADVERTISING : They are highly visible and have a high impact because of their size. Billboards give good frequency (repeated exposure). The same people tend to drive past billboards day after day. They are there, promoting your business or service, 24 hours a day. They provoke instant awareness. Prospects recognize and respond rapidly to billboard message. They often reach an up-scale audience (e.g. commuters). They can convey your message or positioning powerfully and simply. BRP 6

They are highly visible and have a high impact because of their size.

Billboards give good frequency (repeated exposure). The same people tend to drive past billboards day after day.

They are there, promoting your business or service, 24 hours a day.

They provoke instant awareness. Prospects recognize and respond rapidly to billboard message.

They often reach an up-scale audience (e.g. commuters).

They can convey your message or positioning powerfully and simply.

BRP 6

DISADVANTAGES OF OUTDOOR ADVERTISING : High production costs make them prohibitive for the smallest businesses. Outdoor advertising companies may require a long term commitment, anywhere from several months to several years before they will be willing to create and maintain your billboard. Wind, rain and vandals can damage them all too easily. They are not popular with many environmentally conscious people, and have been banned in many places. BRP 7

High production costs make them prohibitive for the smallest businesses.

Outdoor advertising companies may require a long term commitment, anywhere from several months to several years before they will be willing to create and maintain your billboard.

Wind, rain and vandals can damage them all too easily.

They are not popular with many environmentally conscious people, and have been banned in many places.

BRP 7

ADVANTAGES OF TRANSIT ADVERTISING : Transit ads have high visibility and high impact. Your message gets exposure 16 or 18 hours a day, or however long the vehicle is in operation. Transit ads can be placed on certain routes to reach an upscale audience of commuters. They are advertising in motion; your advertisement is carried to different audiences throughout the day. Interior signs play to a captive audience of riders who probably have little else to do besides look at them. BRP 8

Transit ads have high visibility and high impact.

Your message gets exposure 16 or 18 hours a day, or however long the vehicle is in operation.

Transit ads can be placed on certain routes to reach an upscale audience of commuters.

They are advertising in motion; your advertisement is carried to different audiences throughout the day.

Interior signs play to a captive audience of riders who probably have little else to do besides look at them.

BRP 8

DISADVANTAGES OF TRANSIT ADVERTISING : Because they are constantly in motion, your audience has just seconds to absorb the message (exterior signs only). They are subject to damage by the elements or vandals. They aren’t useful or available in all markets. BRP 9

Because they are constantly in motion, your audience has just seconds to absorb the message (exterior signs only).

They are subject to damage by the elements or vandals.

They aren’t useful or available in all markets.

BRP 9