<ul><li>USING OTHER  </li></ul><ul><li>ADVERTISING MEDIA </li></ul><ul><li>BY BIPIN R. PANDIT </li></ul>
ADVANTAGES OF MAGAZINE ADVERTISING : <ul><ul><li>When it comes to targeting, magazines hit the bull’s eye.  No other mediu...
DISADVANTAGES OF MAGAZINE ADVERTISING :  <ul><ul><li>Magazines require the longest lead times of any form of advertising –...
ADVANTAGES OF POP : <ul><ul><li>This is a very visible, effective sales motivator because, if used well, it cuts through v...
DISADVANTAGES OF POP :   <ul><ul><li>The impact of a display may be diluted if too many competing POP displays are used in...
ADVANTAGES OF OUTDOOR ADVERTISING : <ul><ul><li>They are highly visible and have a high impact because of their size. </li...
DISADVANTAGES OF OUTDOOR ADVERTISING :  <ul><ul><li>High production costs make them prohibitive for the smallest businesse...
ADVANTAGES OF TRANSIT ADVERTISING : <ul><ul><li>Transit ads have high visibility and high impact. </li></ul></ul><ul><ul><...
DISADVANTAGES OF TRANSIT ADVERTISING :   <ul><ul><li>Because they are constantly in motion, your audience has just seconds...
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Using Other Advertising Media

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Transcript of "Using Other Advertising Media"

  1. 1. <ul><li>USING OTHER </li></ul><ul><li>ADVERTISING MEDIA </li></ul><ul><li>BY BIPIN R. PANDIT </li></ul>
  2. 2. ADVANTAGES OF MAGAZINE ADVERTISING : <ul><ul><li>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. </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Magazines give you the opportunity to “romance” a product and evoke the senses through use of color, provocative graphics, and copy. </li></ul></ul><ul><ul><li>BRP 2 </li></ul></ul>
  3. 3. DISADVANTAGES OF MAGAZINE ADVERTISING : <ul><ul><li>Magazines require the longest lead times of any form of advertising – sometimes as long as three months. </li></ul></ul><ul><ul><li>Large circulation consumer magazines are frighteningly expensive; so are lower circulation magazines with slick production values and up-scale audiences. </li></ul></ul><ul><ul><li>They offer little flexibility; last minute changes are rarely possible. </li></ul></ul><ul><ul><li>Your ad will have to assert itself amid a chaotic clutter of other ads, all demanding attention </li></ul></ul><ul><ul><ul><li>BRP 3 </li></ul></ul></ul>
  4. 4. ADVANTAGES OF POP : <ul><ul><li>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. </li></ul></ul><ul><ul><li>It’s ideal for introducing a new product or highlighting a special offer. </li></ul></ul><ul><ul><li>It can be relatively inexpensive to produce, even in small quantities. </li></ul></ul><ul><ul><li>It can convey positioning about an item at the point of sale. </li></ul></ul><ul><ul><li>BRP 4 </li></ul></ul>
  5. 5. DISADVANTAGES OF POP : <ul><ul><li>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). </li></ul></ul><ul><ul><li>If your are a manufacturer, you cannot always be sure your retailers will use the displays you provide. </li></ul></ul><ul><ul><ul><li>BRP 5 </li></ul></ul></ul>
  6. 6. ADVANTAGES OF OUTDOOR ADVERTISING : <ul><ul><li>They are highly visible and have a high impact because of their size. </li></ul></ul><ul><ul><li>Billboards give good frequency (repeated exposure). The same people tend to drive past billboards day after day. </li></ul></ul><ul><ul><li>They are there, promoting your business or service, 24 hours a day. </li></ul></ul><ul><ul><li>They provoke instant awareness. Prospects recognize and respond rapidly to billboard message. </li></ul></ul><ul><ul><li>They often reach an up-scale audience (e.g. commuters). </li></ul></ul><ul><ul><li>They can convey your message or positioning powerfully and simply. </li></ul></ul><ul><ul><li>BRP 6 </li></ul></ul>
  7. 7. DISADVANTAGES OF OUTDOOR ADVERTISING : <ul><ul><li>High production costs make them prohibitive for the smallest businesses. </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Wind, rain and vandals can damage them all too easily. </li></ul></ul><ul><ul><li>They are not popular with many environmentally conscious people, and have been banned in many places. </li></ul></ul><ul><ul><ul><li>BRP 7 </li></ul></ul></ul>
  8. 8. ADVANTAGES OF TRANSIT ADVERTISING : <ul><ul><li>Transit ads have high visibility and high impact. </li></ul></ul><ul><ul><li>Your message gets exposure 16 or 18 hours a day, or however long the vehicle is in operation. </li></ul></ul><ul><ul><li>Transit ads can be placed on certain routes to reach an upscale audience of commuters. </li></ul></ul><ul><ul><li>They are advertising in motion; your advertisement is carried to different audiences throughout the day. </li></ul></ul><ul><ul><li>Interior signs play to a captive audience of riders who probably have little else to do besides look at them. </li></ul></ul><ul><ul><li>BRP 8 </li></ul></ul>
  9. 9. DISADVANTAGES OF TRANSIT ADVERTISING : <ul><ul><li>Because they are constantly in motion, your audience has just seconds to absorb the message (exterior signs only). </li></ul></ul><ul><ul><li>They are subject to damage by the elements or vandals. </li></ul></ul><ul><ul><li>They aren’t useful or available in all markets. </li></ul></ul><ul><ul><li>BRP 9 </li></ul></ul>

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