2. Introduction
The purpose of this presentation is to discuss how advertisers use
different types of media to create and run their ad campaigns.
The most common types of media are:
Print
Billboard
Radio
Television
Social Media (Facebook, Twitter, etc.)
Digital (Google, websites, etc.)
3. Print Media
Newspapers
Pros Cons
Flexible Declined Readership
Timeliness Lack of Selectivity
Geographic Targeting Poor Production Quality
Broad Range of Markets Clutter
Reasonable Cost Lack of Depth
4. Print Media
Magazines
Pros Cons
Flexible Lack of Immediacy
Color Poor Geographic Coverage
Authority and Believability Very Costly
Long Shelf Life Slow to Insert Ads
Selling Power Declining Circulations
5. Pros Cons
Huge Too Flashy for Image
Unavoidable 8 Seconds to Read
Large Diverse Reach Expensive
Cannot Turn Off Recall Ability
Deliver Results Impossible to Target
Audience
Maximum Exposure Stationary
Billboard Media
6. Radio Media
Pros Cons
High Reach and Frequency Short-Lived Ads
Selectivity Highly Segmented Audience
Cost Efficient Clutter
Timeliness Sound Limitation
Creative Flexibility Restricts Creative Options
7. Television Media
Pros Cons
Mass Coverage High Production Cost
Great for Huge Audiences High Airtime Cost
Some Selectivity Recall
Impact Clutter
Prestige Lack of Audience Selectivity
Creativity Not Good for Small Audiences
8. Pros Cons
Viral Marketing Opinionated Bloggers
No Geographic
Barriers
Does Not Cover Every
Demographic
Targeting Audiences Bad Reviews
Word of Mouth Expensive Advertising
Branding Challenging
Social Media
9. Digital Media
Pros Cons
Banner Ads Consumer Privacy Issues
Targeting Audiences SPAM
Social Media It is Not Mass Media
Ad Networks Accountability
Websites Credit Card Security
Rich-Media Advertising Anyone Has Access
Search Engine Marketing Cluttered
10. When to Use Print, Billboard
and Radio Media
Companies use print, billboard, and radio advertisements
when:
• They have specialty items (i.e. pet food,
cosmetics, perfume).
• They want to build trust.
• They want to target a specific audience.
• They want to build their brand.
• They want to support a campaign.
• When they want a song in their ad.
11. When to Use Television,
Social, and Digital Media
Companies use television, social, and digital media
when:
• They want to reach large audiences.
• They want to demonstrate their products.
• They want instant credibility.
• They want to be creative.
• They want to boost their brand.
• Accessible by cell phone, tablet, or iPad.
12. Drawbacks of Print, Billboard
and Radio Media
Some drawback of print, billboard, and radio
advertisements:
Print: No impulsive purchases.
Billboard: May cause accidents.
Radio: No images, only audio.
13. Drawbacks of Television, Social, and Digital
Media
Some of the drawbacks of television, social, and
digital media:
Television: Difficult to make changes.
Social Media: Not for technology challenged.
Digital Media: Complicated.
14. Common target audiences for print,
billboard, and radio media include:
Print: Seniors, Educators,
Business Owners
Billboard: Travelers, Motorist, Cyclists
Radio: Young Adults, Seniors,
Entertainers
Target Audience for Print,
Billboard and Radio Media
15. Target Audience for Television, Social, and
Digital Media
Common target audiences for print, billboard, and radio media
include:
Television: Seniors and Work at Home Mothers
Social and Working Mothers, Young Adults,
Digital Media: Business Owners
16. Conclusion
Whenever a company embarks upon a new ad campaign
for one of its’ products, they should first develop an
advertising strategy. Additionally, conducting research
plays an integral part before beginning any ad campaign.
Research helps the marketing and/or advertising team to
determine which media to use, the pros and cons of that
media, and the target audience for each campaign. A rule
of thumb is to never run an ad campaign under or over
forty five days at a time.
17. References
AllBusiness Editors. (10, March 2019). Advertising, Marketing & PR. Television Advertising Pros and Cons.
Retrieved From: https://www.allbusiness.com/television-advertising-pros-and-cons-2592-1.html (para. 1, 6, & 7).
Arens, Weigold, & Arens. (2017). Contemporary advertising and integrated marketing communications. Chapter
13. Using print media. 15th Edition. (pp. 403, 414, 433, 450, 461 & 496).
Lake, L. (2018). The Balance Small Business. What is your “target audience” in marketing? Retrieved From:
https://www.thebalancesmb.com/what-is-a-target-audience-2295567 (para. 7).
18. References
Potochny, D. (2017). SFGate. San Francisco chronicle. 4 reasons why print advertising still works. Retrieved
From: https://marketing.sfgate.com/blog/4-reasons-why-print-advertising-still-works
Shaheen, J. (6, March 2019). Technology therapy group. How long should multi-channel advertising campaigns
last? Retrieved From: https://technologytherapy.com/long-multi-channel-advertising-campaigns-last/
Wroblewski, M.T. (2018). Chron. Small business. Advertising & marketing. Advertising. The Advantages &
disadvantages of billboards as an advertisement tool. Retrieved From:
https://smallbusiness.chron.com/advantages-disadvantages-billboards-advertisement-tool-16143.html
Editor's Notes
This is the title slide for this presentation which is about media and the different forms that are used in ad campaigns.
Photo Retrieved From: https://www.google.com/search?rlz=1C1CAFC_enUS803US808&biw=853&bih=609&tbm=isch&sa=1&ei=Ffx_XJ_MFc-7tgXJ_Ze4Ag&q=media+&oq=media+&gs_l=img.3..0i67j0j0i67j0l7.6659.6659..7262...0.0..0.62.62.1......0....1..gws-wiz-img.h5cn2Sd74uw#imgrc=N0QIv21l94akGM:
This presentation will include a brief discussion about the pros and cons of the media types that are listed on this slide, as well as, provide information about when to use each form of media, the drawbacks to each type of media, and which audience(s) would be most suitable for each type of media.
The information in this slide was pulled from Chapter 13 of the text Contemporary Advertising, pp. 414, Section LO 13-4, The Pros and Cons of Newspaper Advertising. In addition to the pros and cons of newspaper advertising, people are just not reading newspapers like they used to. Statistics show that there are less than 44% of adults who actually read the paper printed form. However, there has been an increase and growing sales in Internet newspaper advertising (Arens, Weigold & Arens 2017, pp. 414).
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The information in this slide was pulled from Chapter 13 of the text Contemporary Advertising, pp. 403, in the My IMC Campaign 13-1 The Pros and Cons of Magazine Advertising section. Additionally, there is a lot of competition with magazines advertisements and their ability to deliver quickly is very slow. Magazines are extremely expensive and they are unable to deliver to mass audiences for a reasonable price compared to newspapers (Arens, Weigold & Arens 2017, pp. 403).
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Everyone has seen those huge billboards while traveling either on the expressway on a long trip, or driving around within the city where they live. Most often, it is large companies who purchasing advertising space on these billboards. Although, sometimes small business owners pull their resources together to purchase advertising time on a billboard as well. These are so huge that they cannot be missed by people who are driving and an interesting on Small Business Chronicle suggests that advertisers like to post lost of these billboards near airports where they know traffic is going to slow down. The costs of billboards range from $250 per month in the suburbs and $1,500 to $4,000 per month in small to medium-size cities and over $14,000 per month in large cities (Wroblewski 2018, para. 8, 11, and 20).
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The information on this slide was pulled from the text, Chapter 14, Using Electronic Media: Television and Radio, page. 450. Additionally, one of the cons of using radio advertisements is that if the company has a product that needs to be seen in order for the consumer to understand the ad, that is not possible because radio ads can only be heard and not seen. Therefore, some advertisers feel that radio limits their creative abilities (Arens, Weigold, & Arens 2017, pp. 450).
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https://www.google.com/search?rlz=1C1CAFC_enUS803US808&biw=853&bih=576&tbm=isch&sa=1&ei=Hfx_XJLJHYqUsgXB6JHACQ&q=radio+media&oq=radio+media&gs_l=img.3..0l7j0i7i30l3.46571.47303..47782...0.0..0.57.296.6......0....1..gws-wiz-img.p0ElPSJpPXs#imgdii=w745PHrzZDrlSM:&imgrc=Xu1OhxnXhVeN6M:
The information on this slide was pulled from Chapter 14’s section MY IMC14-B, The Pros and Cons of Broadcast TV Advertising. Additionally, Arens, Weigold & Arens state that more people are watching television, at least four hours each day, and that older women in the United States and Canada watch it at least 36 hours per week (pp. 433).
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“Social media resist easy classification because they are as much technology as they are media and can take on many different forms, including magazines, forums, weblogs, social blogs, microblogs, wikis, podcasts, photographs or pictures, videos, ratings, and social bookmarking” (Arens, Weigold & Arens 2017, pp. 496, para. 1).
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In the world today, it’s all about the Internet for many people. What an amazing revolution to be a part of which is called the media revolution which is the direct result of innovation and achievements in communications technology. This is no doubt the Internet which is dubbed the “the fastest-growing medium in history” (Arens, Weigold & Arens 2017, pp. 461, para. 1). Many people who are part of the generation today do not remember what it was like before the Internet, before radio or television. It was very hard for people to communication other than over the phone or face-to-face so companies had their work cut out for them when it came to advertising their products. It was during this time that the job of the Salesman was very popular and men would go door to door trying to convince people to buy a company’s products. The Internet has changed that and now, people can go online and see advertisements any time of day or night, all over the world.
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Ideas for this slide were gathered from information discussed on SFGate’s article written by Don Potochny 4 Reasons Why Print Advertising Still Works, 2017.
Photos Retrieved:
https://www.google.com/search?rlz=1C1CAFC_enUS803US808&biw=853&bih=576&tbm=isch&sa=1&ei=1BeAXLuoCo2QtQXtho_gBA&q=radio&oq=radio&gs_l=img.3..0i67l4j0l3j0i67l3.91155.91657..91982...0.0..0.79.341.5......0....1..gws-wiz-img.vpiALbYnNsQ#imgrc=LVaObluALXfUzM:
https://www.google.com/search?rlz=1C1CAFC_enUS803US808&biw=853&bih=576&tbm=isch&sa=1&ei=7RaAXNqGCsPdjwTalq_QDQ&q=billboard&oq=billboard&gs_l=img.3..0i67l8j0l2.161511.162915..164082...0.0..0.77.580.9......0....1..gws-wiz-img.fjYvk4em-4A#imgrc=MzMprxQp2aTWEM:
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“According to a recent study by Ball State University on the media consumption habits of average Americans, despite the Internet’s steady rise in popularity over the last few years, television remains the dominant medium in most U.S. households. On average, the general population spends over four and a half hours a day in front of the tube, making TV watching one of the most common modern leisure activities” (AllBusiness Editors 2019, para. 1).
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When a company is planning an ad campaign, they must do a lot of research before they decide which media to use. If their objective is to have consumers make quick decisions and impulsive buys, then print, billboard, and radio are not the right media to use for their advertisements.
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When a company decides to do an ad campaign, they must carefully think about how much money they have to spend and decide whether the media they use offers them flexibility regarding any changes that may occur. For example, television advertising is very expensive and does not allow for simple changes without changing the entire ad. (AllBusiness Editors 2019, para. 6 and 7).
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Companies who are building ad campaigns should carefully think about their target audience which differs depending on what type of product is being sold. For example, if the company is selling building materials, their target audience would be construction workers, plumbers, electricians, and people who work in the building industry.
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It is important that companies do their research before embarking upon an ad campaign because the target market depends on the product they are trying to sell and the purpose of the product they are selling. “One way to gather data is to offer a special price or coupon code to those who visit your website (or place of business) if they fill out a survey that captures the information you need. Market research companies can also help conduct this type of research for you” (Lake 2018, para. 7).
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“There is an ideal length of time to run a multi-channel marketing campaign, and that ideal length is 45 days. 45 days is slightly more than 6 weeks, which research has proven is approximately how long it takes any of us to develop a habit or learn a piece of information so profoundly that we’re able to retain and recall it later. Exposing your customer base to a focused marketing message for that period of time ensures that you’ve shared the information long enough for them to get it and act on it. If your campaign is shorter than 45 days, you are reducing the likelihood of your customers seeing and grasping the message you’re sharing” (Shaheen 2019, para. 2).
This is the Reference slide for this presentation.
This is the Reference slide for this presentation.
This concludes this presentation on the different types of media. Thank you for your time and hopefully, you will be able to use this information the next time your company decides to run an ad campaign.
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