TYPES OF MEDIA

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

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

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

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

MAGAZINE ADVERTISING

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

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 terminal

TRANSIT ADVERTISING

• Advantages

– Reaches a wide captive audience

– Economical

– Defined market

• Disadvantages

– Not available in smaller towns and cities

– Subject to defacemen

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

reaches 90 % of people ,which

makes it very effectivemakes it very effective

• Best times are “drive times” – morning andBest times are “drive times” – morning and

late afternoon/early eveninglate afternoon/early evening

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

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 involvemen

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