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14 broadcast and other media

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14 broadcast and other media

  1. 1. CHAPTER 14 THE BROADCAST MEDIA AND OTHER MEDIA Novrita Widiyastuti, S.Sos
  2. 2. The Broadcast Media - TELEVISION  Television is often the first choice for advertising FMCGs and consumer durables, especially if they are targeted at the so called ‘mass audiences’  It delivers moving pictures which can enhance the persuasiveness of the message.
  3. 3. The Broadcast Media - RADIO  Radio covers a local area and most radio stations have developed a distinct programming formats to cater to specific segments of the population  Lack of pictures is not really a problem, as the combination of tone and style of voice plus music and sound effects can often paint a powerful “picture” in the mind of the listeners
  4. 4. Other Media – OUTDOOR AD  Outdoor advertising involves putting the advertising message on billboard, pedestrian crossing bridge and shop signage  The advantage of outdoor advertising is that people cannot really avoid it.  Billboards are not placed randomly but are selected with care based on research data indicating the profile of the public, the estimated number that pass each day and how times a day they pass
  5. 5. Other Media – CINEMA  Most cinemas are complexes, with a number of screens to have several films showing to different audience  Cinema goers are usually teenagers and young adults, so brands targeting this segment often find cinema as quite an effective medium for advertising.  Selection of cinema is based on who will see the film, the location of the cinema, time such as weekend, etc.
  6. 6. Other Media – DIRECT MAIL  Provided it is addressed correctly (by name, to the potential buyer or user) with a mailing piece (or promotional leaflet) and a message that appeals to the customers’ or consumers’ needs and wants, it is highly successful.  Target mail shots to individuals based on goods and services already bought and the pattern of buying.
  7. 7. Other Media – DOOR TO DOOR  Door to door distribution simply means delivering promotion materials to people’s houses  Some variation to door to door is inserting the leaflet in the newspaper, providing off course the target audience has a similar profile to the readers.
  8. 8. Other Media – POINT OF SALES (POS)  POS are used at the retail/outlet where the brand is sold and can take the form  The purpose is to get customers attention and to remind them that the brands are available in the store  It will also remind them of the key advertising message
  9. 9. The Media Combination No promotion plan can really be effective by using one medium. To achieve maximum impact, promotion campaign usually employs various media: TV commercial to gain awareness, impact and image Newspapers and magazine to provide detailed information such as specifications. Radio as reminders to a specific segment and create mood for the brand Cinema for impact and reminder to a specific segment Direct mail to inform retailers about product benefits and to provide detailed information to consumers. POS materials to promote sales of brands in shops where they are sold
  10. 10. The Media Combination No promotion plan can really be effective by using one medium. To achieve maximum impact, promotion campaign usually employs various media: TV commercial to gain awareness, impact and image Newspapers and magazine to provide detailed information such as specifications. Radio as reminders to a specific segment and create mood for the brand Cinema for impact and reminder to a specific segment Direct mail to inform retailers about product benefits and to provide detailed information to consumers. POS materials to promote sales of brands in shops where they are sold

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