Types of media

MEDIA OF Advertising

Sec 1 – Advertising Media
The different types of advertising media
What you’ll learn . . .

Types of Media
Print Media
Broadcast Media
Online Advertising
Specialty Media
Media are the agencies, means, or instruments used to convey advertising messages to the public.

Print Media
Written advertising that may be included in everything from newspaper and magazines to direct mail, signs and billboards. They are among the oldest and most effective types of advertising.

Newspaper Advertising
Local or National Daily or weekly

Newspaper Advertising
Advantages
Large readership and a high level of reader involvement
Advertisers can target certain people
The cost is relatively low
Ads are timely
Disadvantages
Short life
Black and white (although many papers are changing to color format)

Magazine Advertising
Classified as
Local, regional, or national
Weeklies, monthlies, and quarterlies
Consumer or business (trade)

Magazine Advertising
Advantages
Can target audiences
Longer life span
Print quality is good
People keep magazines longer than newspapers
Offer a variety of presentation formats
Disadvantages
Less mass appeal within a geographical area
More expensive
Deadlines make them less timely

Direct-Mail Advertising
Sent by businesses directly through the mail
Sent to a home or business
Electronic mail
Includes newsletters, catalogs, coupons, samplers, price lists, circulars, invitations, postage-paid reply cards, and letters.
Mailing lists are assembled from current customer records or they may be purchased.

Direct-Mail Advertising
Advantages
Can be highly selective
Controlled timing
Can be used to actually make the sale
Disadvantages
Low response level
People think of it as “junk mail”
Cost is high

Directory Advertising
An alphabetical listing of households and businesses.
The best known are telephone directories.

Directory Advertising
Advantages
Relatively inexpensive
Can be used with all demographic groups
Are found in most of the households
Usually kept for at least a year
Disadvantage
Only printed once a year
Some service business’ are used infrequently; therefore, directory advertising must be combined with another type.

Outdoor Advertising
Standardized signs are available to local, regional, or national advertisers.
Purchased from outdoor advertising companies in standard sizes
Are placed in highly traveled roads, and freeways where there is high visibility.
Posters – pre-printed sheets put up like wallpaper on outdoor billboards.
Painted bulletins – painted billboards that are changed about every six months to a year.
Spectaculars – use lights or moving parts and are in high traffic areas.

A billboard gets right to the point

Which type of outdoor advertising is this?

Outdoor Advertising
Advantages
Highly visible and relatively inexpensive
24-hour a day message and located to reach specific target markets
Disadvantages
Becoming more restricted – increasingly regulated
Limited viewing time

Transit Advertising
Uses public transportation facilities
Commuter trains, taxis and buses, station posters near or in subways and in railroad, bus, and airline terminals

Transit Advertising
Advantages
Reaches a wide captive audience
Economical
Defined market
Disadvantages
Not available in smaller towns and cities
Subject to defacement

Broadcast Media
Includes radio and television
The average person will spend nearly ten years watching TV and almost six years listening to the radio over a 70 year lifetime.

Television Advertising
Communicates with sound, action, and color.
Prime time is between 8 and 11 p.m.
Is appealing to large companies with widespread distribution.

Television Advertising
Advantages
Can be directed to an audience with a specific interest
Message can be adapted to take advantages of holidays and special events
Disadvantages
Highest production cost of any media type
High dollar cost for the time used
Actual audience size is not assured – people leave the room or channel surf – effect of TIVO

Radio Advertising
Radio reaches 90 % of people ,which makes it very effective
Best times are “drive times” – morning and late afternoon/early evening
Radio

Radio Advertising
Advantages
Can select an audience, such as teens by choosing the right station
More flexible than print – messages can be easily changed
It’s a mobile medium – can be taken just about anywhere
Disadvantages
Short life span – when broadcast, it is over
Lack of visual involvement

Online Advertising
Placing advertising messages on the Internet
Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers search

Specialty Media
Relatively inexpensive, useful items with an advertisers name printed on them
Given away with no obligation attached
Calendars, magnets, pens, pencils, memo pads, and key chains

Other Advertising Media
Businesses are constantly creating innovative means of transmitting their messages
Sports arena billboards, ads in movie theaters, hot air balloons and blimps, skywriting, etc.

Media Planning and Selection
The process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective

Types of media

by sevianj

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