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ADVERTISING MEDIA – ABOVE THE LINE

LECTURE 4. 20.10.2014. CoB@UQU

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04/13/2023•Lean Forward: They are in scanning mode, actively looking for content – and their attention span is much shorter. People use the Internet with purpose. Articles should be shorter and get to the point sooner, videos should be snippets or separated into clips of only a few minutes long.

•Lean-back: These mediums on the other hand are the times we sit down and veg out watching TV, read a book or flip through a magazine. Our attention span is much longer because these are passive mediums and we are in a consumption mode. This is why most long-form doesn’t work on the Web.

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Advertising Innovation

•At the recent Apple presentation for the next iPhone software, Steve Jobs spoke about the future of mobile advertising and introduced a new product called iAd.

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Mobile Devices

•This really plays into the idea that mobile devices are in fact lean-back mediums. 

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ADVERTISING MEDIA

•CONSISTS OF ANY MEANS BY WHICH SALES MESSAGES CAN BE CONVEYED TO POTENTIAL BUYERS

•NORTHERN COUNTRIES HAVE MORE TYPES OF MEDIA WHEREAS SOUTHERN COUNTRIES HAVE LESSER

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WHAT HAS BEEN USED AS MEDIA

ANYTHING !!!•SKY•BUS TICKETS•STRRET LITTER BINS•TAXI CABS•PARKING METERS•SHOPPING BAGS•BALL POINT PENS

ETC....

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Media for advertising

1

3

56

2

74

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ABOVE THE LINE

ORIGINALLY – FIVE MEDIA WHICH PAIDCOMMISSION TO ADVERTISING AGENCIES1. PRESS2. RADIO3. TELEVISION4. OUTDOOR 5. CINEMA

THE REST ARE – BELOW THE LINE

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THE PRESS

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PROS AND CONS• SHORT LIFE• POORLY PRINTED• PASSIVE MEDIUM• STATIC• LESS UPTO DATE THAN

TV OR RADIO

• IN-DEPTH COVERAGE• PERMANENCE• VARIETY OF SUBJECTS

COVERED• MOBILITY• POSSIBILITY OF

MEASUREMENT• STATISTICS AVAILABLE• IMPROVED PRINTING

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Evolution of print

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CATEGORIES OF PRESS

•NATIONAL NEWSPAPERS•REGIONAL NEWSPAPERS•FREE NEWSPAPERS•CONSUMER MAGAZINES•SPECIAL INTEREST MAGAZINES•DIRECTORIES AND YEARBOOKS

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RADIO• CHEAP• PENETRATION• TRANSMISSION TIMES• HUMAN VOICE AND

MUSIC• DOES NOT REQUIRE

SOLE ATTENTION

• CANNOT BE SEEN• NO PHYSICAL

EVALUATION POSSIBLE

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TELEVISION• REALISM• RECEPTIVE AUDIENCE• REPETITION

• TENDS TO REACH MASS AUDIENCE

• CAN’T GIVE LOT OF DETAILS

• LITTLE ELSE CAN BE DONE WHILE WATCHING TV

• COSTLY

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OUTDOOR - BILLBOARD

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OUTDOOR - TRANSPORT

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PROS AND CONS• SIZE AND DOMINANCE• COLOUR• BRIEF COPY• ZONING• CREATION OF BRAND

AWARENESS

• INABILITY TO USE MORE CONTENT

• DAMAGE POSSIBILITY• LACK OF

CONCENTRATION• TIME TAKING

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CINEMA• CAPTIVE AUDIENCE• LONGER VIDEO• NO INTERRUPTION• ZONING• ENVIRONMENT

• LESS FREQUENCY BUT RECALL RATES HAVE BEEN HIGH

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RECALL TEST•All the questions are based on today’s

lecture•Please send the answers today (20.10.2014)

before the class time ends at 12 30 pm.• If your email doesn’t reach me before this

time, you get no points•No one should discuss rather attempt all the

questions on your own.•Send me answers only. Example Q1- Answer

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االختبار تذكر

• اليوم أساس على المسائل  جميعوقت • انتهاء قبل اليوم اإلجابات إرسال يرجى

)المحاضرة 12 30 pm)هذا • قبل ترسل كنت إذا نقطة أي على تحصل لن

الوقت• نناقش ال• فقط االجابات لي يرسل

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QUESTIONS

1. Attention span much longer in............. media? Lean Forward/Lean Backward

2. Internet is a .............. Medium. Lean Forward/Lean Backward

3. Steve Jobs, Apple Inc spoke about ...................4. Mobile devices are ............. Medium. (Static/Dynamic)5. ............... consists of any means by which sales

messages can be conveyed to potential buyers. 6. We can not use litter bins as advertising media. (Yes/No)7. Above the line media do not pay commission to

advertising agencies. (Yes/No)

8. Press can have in-depth coverage. (Yes/No)

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Contd...9. In the example of Coca-cola print ad, what

change do you see? 10. Radio is a cheap medium of advertising.

(Yes/No)11. Television ads look more real. (Yes/No) 12. In the example of Outdoor ad on bill-board

which company’s ad is shown? ...............13. Which company’s ad is shown on

bus? ..............14. Outdoor advertising create more brand

awareness. (Yes/No)