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MARKETING

4.02 – Explain the types of advertising media

Advertising media are channels of communication

Information travels through them to consumer

ADVERTISING MEDIA

PublicationsNewspapers

Reach a large audienceJust about anyone can place an ad in a

newspaperNewspapers are divided into sections that

are useful in promoting different kinds of products

Newspapers vary based on:How often they are publishedTheir sizeGeographic area they cover (national,

regional, local)Whom they are intended to target

TYPES OF ADVERTISING MEDIA

PublicationsMagazines

Appeal to a very specific target audiencei.e. Golf Digest for golfers, Teen Vogue for

teenage girlsCan be classified based on the audience

they reach:Consumer magazines

For personal enjoyment – People, Sports Illustrated

Business magazinesAppeal to individuals in different industries or a

general population of workers – Business Week, BrandWeek


Broadcast Media – considered a “time” media not a “space” media because the ads last only as long as they are on the airTelevision (Mass Media)+

Experience color, sound, and action making them easy to remember and believable

The most influential, best selling type of advertising media

Channels are chosen based on type of audience and costNetwork TV (ABC, NBC, CBS, FOX) reach a broad

audience but are extremely expensiveCable TV channel s target a more specific audience and

are less expensiveLocal TV targets a specific geographic and is the least

expensive


TYPES OF ADVERTISING MEDIABroadcast Media

RadioEffective and

affordable way to reach your target market

Targets a specific audience through he stations format

Trends:National RadioBroadcasting over

the Internet

Direct MailPrinted Mail

Ex. Sales letters, catalogs (niche), flyers, postcards, etc.

Small businesses like to use because it is relatively inexpensive

Can be viewed as junk mail if it is not sent to the right people

Electronic Mail (e-mail)Popular because it is quick, easy and inexpensiveCan end up in SPAM folders - to avoid this ask

customers to sign up for newsletters and ads (opt-in email marketing)


TYPES OF ADVERTISING MEDIAThe Internet

Has became the fastest growing media outlet

Can target a specific audience and track response

Ex. Business websites, ads on others’ websites or search engines, etc.


Out-of-HomeExists to reach

people when they are away from home

Ex. Billboards, Signs, Transit posters (on things that move – i.e. bus, taxi, blimp, etc.), humans holding signs, etc.

Other Media (includes anything that has not been discussed previously)Directory Advertising – informs on how to

contact the business with phone number, address or websitePhone books (Yellow Pages) can target specific

geographics

Specialty Media – reminds people of your business, must have three criteria:Have the businesses name or logo on itMust be a useful item – i.e. pen, shirt, cap, etcMust be given away


TYPES OF ADVERTISING MEDIAOther Media

(cont.)Telemarketing

Calling prospective customers and providing a 1-800 number for them to call

Movie Theater AdvertisingBefore the film,

posters & standups in the lobby

Other Media (cont.)DVD & CD-ROM

AdvertisingFree to introduce

the product to the customer

Product PlacementManufacturers pay

for the their products to be used as props in movies, TV, and computer games

TRENDS IN ADVERTISING MEDIAAds in Virtual Worlds

Companies creating avatars for businesses – i.e. Second Life

SMS TextSending ads through

text messagesCheap and can

target a specific audience

Consumers avoiding adsDo not call listSpam filtersPop up blockersDVR – but do you

still catch the brands while you are fast forwarding?