Transcript BA230 week6 Types of Media

BA230 – Types of Media
Media Mix
Media Mix is the usage of various types
of media which are strategically
combined in an advertising plan.
Media vehicle is a specific TV program,
newspaper, or radio station or program
Media planning is the proper plan to
choose the right media at the right time
for the right target audience.
Types of “Traditional” Media
• Television
• Radio
• Magazines
• Newspaper
• Out-of-Home
• Cinema
Print Media
• Newspapers
• Magazines
• Out-of-home
Newspapers
• The structure of newspapers
– Frequency of publication
– Size
– Circulation and net sales
– Types of readers
– Special Areas
Advertising in newspapers
– Classified
– Display
– Special advertisements
– Supplements’ advertisements
– Inserts
Newspapers
Advantages
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National and local ads
Mass market coverage
High credibility
Strong audience
interest
Longer copy
High flexibility
Disadvantages
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Clutter
Short time span
Poor quality
reproduction
Limited audience
Magazines
• Structure of magazines
– Audience (consumer, business,
industrial, professional)
– Geography
– Demographics
– Editorial content
– Physical characteristics
– Distribution and circulation
Magazines
Advantages
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High segmentation
High color quality
Long life ad.
Direct response
techniques
Read during leisure
Longer attention to
ads
Disadvantages
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Little flexibility
High cost
Clutter
Compete for attention
with other magazine
features
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Out of Home Ads
• Includes everything from
billboard to hot air
balloons. Ads on buses,
posters on walls, shopping
kiosk, taxi signs, bus stops
etc.
Advantages of Out-of-Home
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Low cost
Can be localised
Can be used seasonally
Easily changed to suit circumstances.
Disadvantages of Out-ofHome
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Limited capacity
Difficult to evaluate
Difficult to target
Vulnerability
Noise
Environmental restrictions
Formats of Out-of-Home
City light poster
Billboard
Source: www.wall.com.tr
Bus stop
Advertising
pillar
Megalight
City Light Board
Megaboard
Transport Advertising
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Outside transport advertising
Inside transport advertising
Ambient Advertising Media
It refers to almost any kind of advertising that occurs in
some non-standard medium outside the home.
Intrusive ads in public places.
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Supermarket trolleys
Transport tickets
Carrier bags
Floor advertising
Toilet-wall advertisements
Beer mats
Bookmarks
...
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Broadcast Media
• Television
• Radio
• Cinema
Structure of the Television Industry
• Public television
• Cable and subscription television
• Local television
Television Advertising
• Forms of television advertising
– Spots
– Sponsorships
– Participations
– Advertorials
– Product placements
– Digital ads
– Banner ads
Advantages of TV Advertising
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Realism
Repetition
Impact
Appeal to retailers
Links with other media.
Disadvantages of TV Advertising
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Lack of selectivity
Impermanent medium
Zapping
Clutter
Audience fade-out
Cost
Long production type
Restrictions on content
Erosion of target audiences.
Structure of the Radio Industry
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AM-FM
Public radio
Web radio
Satellite radio
Radio Advertising
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Spot Ads
Sponsorships
National, local-regional ads
Advertorials
Advantages of Radio Advertising
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Radios are cheap
Mobile medium
No need to be literate to enjoy radio
Live medium
Does not require the listener’s sole attention
Can be localised
Can be targeted to different people at
different times of day
Cheapness and flexibility of advertisement
production
Intimate medium.
Disadvantages of Radio
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Lack of visuals, audio medium only
Relies heavily on audience imagination
Inattention of listeners
Low number of listeners
Clutter
Cinema Advertising
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All the advantages of TV
Also cannot be zapped
Audience fade-out minimal
Predominantly young audience
Rising cinema attendance in recent
years
• Extremely flexible, relatively cheap.