Using Other Advertising Media

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  • 1.
    • USING OTHER
    • ADVERTISING MEDIA
    • BY BIPIN R. PANDIT
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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