Advertising Media

1. Savica Dimitrieska
ADVERTISING MEDIA

2. 1. DEFINITION AND MEANING OF
ADVERTISING MEDIA

3. What is advertising media?
Intermediary or a communication tool that connects
the producer with its consumers!

4. What is advertising media?
Various means (advertising vehicles) such as billboards, magazines, newspapers,
radio, television, and Internet by which promotional messages are communicated to the
public using words, speech, and pictures.

5. Types of advertising media
Printed media
(newspapers, magazines)
Electronic media
А) Traditional
(radio, TV)
Б) Modern
(Internet, web, е-mail, social
media, banners, mobile-
phones)
Outdoor media
А) Traditional
(billboards, displays, transit ,
guerrilla)
Б) Alternative
(air-media, in store media)

6. 1. PRINTED MEDIA

7. А) Newspapers
Advantages
Disadvantages
Relatively low costs
Short time for placing ads
High coverage
Geographic selectivity
Poor reproduction quailty
Low attention
Clutter
Short life
Flexibility
Most significant, most widespread and relatively inexpensive media!

8. B) Magazines
Advantages
Disadvantages
Longevity
Quality reproduction
Segmentation potential
Long time for reproduction
High costs
Periodicals that are published at regular intervals!
Specializing in specific areas!
High information content
Lack of flexibility

9. B) Magazines
Type of the magazine
Space size
Type of the paper
Main topics of the magazine
Publishing frequency
Promotion part (text and illustration) depends on:
Targeted audience
Number of published magazines

10. 2. ELECTORNIC MEDIA

11. А) Radio
Advantages
Disadvantages
Reach and frequency
Cost-efficiency
Poor audience attentiveness
Chaotic buying procedure
Clutter
Segmented audiences
Creative flexibility, immediacy
A traditional, flexibile media that broadcasts messages!
Local relevance

12. B) Television
Advantages Disadvantages
Low cost/ contact
High reach, high frequency
High costs per ad
Short ads (15-30 sec)
High production costs
Creative opportunities
The most popular medium that broadcast messages with text, sound and
image!
Segmentation possibilities
High intrusion value
Clutter

13. C) Internet
Advantages Disadvantages
User attention and involvement
Interactive relationship
Flexibile message platform Limited reach
Web snarl (crowded access)
Technology limitations
An effective way to promotie through companies’ websites!
Direct selling potential

14. C) Internet
Traditional Advanced
Company website
E-mail
Social media Pop-up
Pay per click, Pay per call
Banners
An effective way to promotie through companies’ websites!

15. D) Mobile phones
Promotion of products through mobile – smart phones!

16. 3. OUTDOOR MEDIA

17. А) Billboards
Types
Traditional
Mechanical – multiple messages
Digital – rotating animations
Moveable – buses, trucks, planes
Large space for outdoor advertising – noticeable for pedestrians and
drivers!

18. B) Sales displays
Promotion of a new product
Special product / event
Seasonal sales
Display windows, posters, banners for increasing sales!
Holiday discounts

19. C) Street furniture displays
Bus shelters
Street advertising equipment – promotion on sqaures and streets!
Kiosks Wall posters Vehicular displaysBanners

20. D) Transit advertising
Economical media
Reaches a wide captive audience
Terminal posters
Advertising through transportation vehicles-buses, trains, metro!
Transit shelters
Defined market

21. E) Guerrilla advertising
A lot of investment, creativity
Draws attention, eye catching
Unusual marketing activities
Allows increased interaction
Promoting products by unconventional means!

22. E) Guerrilla advertising
Promoting products by unconventional means!

23. 4. ALTERNATIVE MEDIA

24. А) Air advertising
Strategic effects Relatively low costs
Outdoor advertising by planes, helicopters and balloons!
Attractive
Original, unique advertising
Sports events, beaches, parties, concerts, big fairs!

25. B) Advertising media in shopping centers
Kiosks Posters Digital displaysLCD plates

26. 5. FACTORS INFLUENCING THE
MEDIA SELECTION

27. Choice of advertising media
Company objectives
Media costs
Company’s budget
Targeted customers
The nature of product
Experts opinion
Past experience

28. Questions
Printed media
Choice of media
Outdoor mediaElectronic media