Transcript Advertising Mediums Pros and Cons

Categories of Media
(Mediums / Outlets)
Media/Mediums are the agencies, means, or
instruments used to convey advertising messages to
the public. The fourgeneral categories of advertising
media are:
•Print
•Broadcast
•Specialty
•Online
Print Media
• Is written advertising…
• These are among the oldest and most
effective forms of advertising.
• Forms of Print Media include:
Newspapers, Magazines, Books,
Brochures, Pamphlets, Mailings, Billboards
Magazine Advertising
Consumer Magazines = read for personal pleasure
or interest
Business/Trade Magazines =
appeal to certain groups of
people
ADVANTAGES
Target
Market
Have a longer life span
Read slowly = More
likely to be remembered
Better print quality
Variety of formats
DISADVANTAGES
Less
mass appeal
More expensive
Deadlines
Direct-Mail Advertising
“Junk Mail”
Sent directly to prospective customers
Newsletters, coupons, catalogs, circulars…
Often enclosed with monthly bill
Target market determined from current customer
records, purchases
ADVANTAGES
Highly selective
Wide choice of ad
formats
Can use incentives
DISADVANTAGES
Low level of response
Seen as junk mail
Customer lists get old
High cost
Directory Advertising
• Telephone directories
• White Pages, Yellow Pages
ADVANTAGES
Relatively inexpensive
Long life span
DISADVANTAGES
Not timely
Do people still use it?
Transit Advertising
• Printed posters inside trains
• Exterior posters on taxis and buses
• Computerized Signs
ADVANTAGES
Wide audience
DISADVANTAGES
Unavailable in some
areas
Just transit routes
OUTDOOR ADVERTISING
Nonstandardized = used by local businesses, placed
outside their business or other locations in the local
community
Standardized = used by local, regional, or national
advertisers; placed along roads, highways
1. Posters = billboards put up like wallpaper
2. Painted Bulletins = painted billboards
3. Spectaculars = outdoor ad signs using lights and
moving parts; located in cities
Outdoor Advertising (cont.)
ADVANTAGES
Highly
visible
Relatively inexpensive
DISADVANTAGES
Restrictions
Limited
viewing time
Unknown audience
Newspaper Advertising
ADVANTAGES
Large
number of readers
High interest content
Target ads to certain
people
Cost is relatively low
Timing, timing, timing
DISADVANTAGES
Wasted
circulation
Life is short
Black and White format
Broadcast Media
• Includes Radio, Television
• The average person will spend nearly 10 years
watching TV and 6 years listening to the radio over a
lifetime.
• People are more likely to believe information they get
from television than from print media
• Most EXPENSIVE FORM OF ADVERTISING
Television Advertising
• Most are 30 – 60 seconds
• Infomercials = 30 minutes
ADVANTAGES
Demonstrate
a product’s
features and benefits
Can focus on a target
market
DISADVANTAGES
Highest
production costs
Audience is not assured
DVR
Radio Advertising
• Reaches 96% of people over 12
• 15-, 30-, or 60-second time slots
ADVANTAGES
Select
audience
Flexibility
Taken anywhere
DISADVANTAGES
Short
life span
High competition
among radio
stations
Distractions
Online Advertising
 Banner Ads
 Google AdSense
 Pop-Ups
 Web Sites
 Social Media
ADVANTAGES
Can
DISADVANTAGES
measure hits Seen as an
annoyance
Target market
Low response
rates reported
Specialty Media
• Useful items with an advertisers name.
• Relatively inexpensive.
• Examples of Specialty Media include:
calendars, bags, magnets, calculators,
pens and pencils, memo pads, and key
chains.
What is an Infomercial?
• Paid Programming
• Direct response television commercials
which generally include a phone number
or website.
• Long-form infomercials = 15 to 30
minutes+ in length
• Short-form infomercials = 30 to 120
seconds in length.