Transcript Advertisers attempts to select the media and vehicles whose

Chapter Twelve
Traditional Advertising
Media
Media Vs. Vehicles
Media
The general
communication
methods that carry
advertising messages
e.g., television,
magazines,
newspapers, etc
Vehicles
Specific broadcast
programs or print
choices in which
advertisements are
placed
e.g., Friends, NBC
Evening News, Time,
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Cosmopolitan
Traditional Major Advertising Media
Out-of-home advertising
Magazines
Newspaper
Radio
Television
Advertisers attempts to select the media
and vehicles whose characteristics are
most compatible with the advertised brand
in reaching its target audience and
conveying its intended message
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Which Media Do It Best?
Media
Comparison
Things to Consider:
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Out-of-Home (Outdoor) Advertising
• >$5 Billion per year
• Regarded as supplementary
• Examples:
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Out-of-Home (Outdoor) Advertising
400,000 billboards in the US
Designed with name recognition as the
primary objective
Two major forms:
(1)
(2)
Billboard Advertising
Poster Panels
• Alongside highway
and heavily traveled
locale
• Silk-screened or
lithographed
• Sold on a monthly
basis
Painted Bulletins
• Hand painted directly
on the billboard
• Purchased for 1-3
year period
• To achieve a
consistent and
relatively permanent
presence
Billboard Advertising
Example of a poster panel
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Billboard Advertising
Example of a
painted bulletin
Billboard Advertising
Restaurants and Liquor:
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*Other advantages and limitations of
outdoor medium: See text
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Newspapers
• 60 million households during week
and nearly 62 million on Sundays
• Historically leading advertising
medium but declining in recent years
Newspaper
• Audience in right
mental frame
• Mass audience
coverage
• Flexibility
• Ability to use
detailed copy
• Timeliness
• Clutter
• Not highly selective
• Higher rates for
occasional advertisers
• Mediocre reproduction
quality
• National Buying
complicated
• Changing composition
of readers
Magazine Advertising
• Hundreds of special - interest
magazines
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Buying Magazine Space
Rolling Stone adult
demographic profile
Buying Magazine Space
Rolling Stone
General Rate Card
www.mediastart.com
Magazine’s
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Can reach large audiences
Selectivity
Long life
High reproduction quality
Detailed information
possible
• Convey information with
authority
• High involvement potential
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•
Not intrusive
Long lead times
Clutter
Limited geographic
options
• Circulation patterns
vary by market
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Simmons Market Research Bureau
and Mediamark
• Audience size and composition
for 100 publications
• Broadcast exposure and usage
of over 800 consumer products
and services
• Lifestyle information
• Media usage
Television Advertising
• What % of all households have
televisions?
• Uniquely personal and
demonstrative yet expensive
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Television
Network
Spot
Syndicated
Cable
Local
• Market product
nationally
• Major networks(ABC,
CBS, Fox, NBC)
• Expensive but can be
a cost efficient means
to reach mass
audience
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Television
Network
Spot
Syndicated
Cable
Local
• Advertising is placed
only in selected
markets
• Regional-oriented
marketing and
geodemographic
segmentation of
consumer markets
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Television
Network
Spot
Syndicated
Cable
Local
Syndicated programming
occurs when an
independent company
markets a TV show to as
many network-affiliated
or cable TV stations as
possible
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Television
Network
Spot
Syndicated
Cable
Local
• 80% of households
with television sets
• Narrow areas of
viewing interest
• Cable subscribers are
more economically
upscale and younger
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Television
Network
Spot
Syndicated
Cable
• Local advertisers are
turning to television
• inexpensive during the
fringe time
Local
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Television
• Demonstration ability
• Intrusion value
• Ability to generate
excitement
• One-on-one reach
• Ability to use humor
• Effective with sales
force and trade
• Ability to achieve
impact
• Escalating costs
• Erosion of audience
• Audience
fractionalization
• Zipping and zapping
• Clutter
See Text
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Radio
Informercials
Product Placements
“How to Buy” details
More to Come:
» Audience Measurement