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