ADVERTISING MEDIA FOR TEACHINGx

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Transcript ADVERTISING MEDIA FOR TEACHINGx

ADVERTISING MEDIA
Print, broadcast, out-of-home,
interactive, non-traditional
The Media Industry
• Media-delivers news, information, and
advertising make the news and information
possible
• Advertising media is a huge industry with almost
$195 billion in spending
Basic Media Concepts
• Media mix
– The way various types of media are strategically
combined in an advertising plan
• Media vehicle
– A specific TV program, newspaper, magazine, or
radio station or program
Basic Media Concepts
• Planning and
Buying
• Reach and
Frequency
• Impressions
• Media Key
Players
• Media planning
– The way advertisers
identify and select
media options
• Media buying
– Identifying specific
vehicles, negotiating
the costs to advertise
in them, and handling
billing and payment
Basic Media Concepts
• Planning and
Buying
• Reach and
Frequency
• Impressions
• Media Key
Players
• Reach
– The percentage of the
media audience
exposed to the
advertiser’s message
during a specific time
frame
• Frequency
– The number of times a
person is exposed to
the advertisement
Basic Media Concepts
• Planning and
Buying
• Reach and
Frequency
• Impressions
• Media Key
Players
• The opportunity for
one person to be
exposed one time to
an ad
• In print, impressions
estimate the actual
readership
• In broadcast,
impression estimates
viewers for TV and
listeners for radio
Basic Media Concepts
• Planning and
Buying
• Reach and
Frequency
• Impressions
• Media Key
Players
• Media salespeople
work for a medium
• Media reps are
people or companies
that sell space or time
for a variety of media
Print Media
• Print advertising includes printed
advertisements in newspapers,
magazines, brochures, posters,
and outdoor boards
• Print provides more detailed
information, rich imagery, and a
longer message life
Newspapers
• Used by advertisers
trying to reach a local
market
• Primary function is to
carry news
• Market selectivity
allows newspapers to
target specific
consumer groups
Structure of the
Industry
• Frequency of
publication
• Format and size
• Circulation
Newspapers
Types of Advertising
• Classified
• Display
• Supplements
Newspaper
Readership
• Tends to be highest
among older people
and people with a
higher educational
level
• Measuring the
newspaper audience
Newspaper Advertising
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Advantages
Range of market
coverage
Comparison shopping
Positive consumer
attitudes
Flexibility
Interaction of national
and local
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Disadvantages
Short life span
Clutter
Limited coverage of
certain groups
Poor reproduction
Magazines
• Most magazines today are special
interest publications aimed at
narrower target markets
• Specialty magazines seem to have an
edge over more general publications
in terms of maintaining growth
• Upscale magazines provide an ideal
place for the image advertising of
luxury products
Types of Magazines
Audience focus
• Consumer magazines
• Business magazines
• Farm magazines
Other classifications
• Geography
• Demographics
• Editorial content
• Physical
characteristics
• Ownership
Distribution and Circulation
• Traditional delivery
– Through newsstand purchases or home delivery
• Nontraditional delivery (controlled circulation)
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Hanging bagged copies on doorknobs
Inserting magazines in newspapers
Delivering through professionals
Direct delivery
Magazine Advertising
Format
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Double-page spread
Gutter
Bleed page
Gatefold
Photo essay ad
Technology
• Has enabled
magazines to
distinguish
themselves from one
another
Gatefold
Gutter Ad
Readership Measurement
• Magazine rates
– Based on circulation
that a publisher
promises to provide
• Magazine circulation
– The number of copies
of an issue sold
• MediaMark
– Measures readership
for many popular
magazines
• Simmons Market
Research Bureau
– Provides
psychographic data on
who reads which
magazines and which
products readers buy
and consume
*ABC
Magazine Advertising
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Advantages
Target audience
Audience receptivity
Long life span
Format
Visual quality
Sales promotions
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Disadvantages
Limited flexibility
Lack of immediacy
High cost
Distribution
Packaging
• Both a container and a
communication vehicle
• The last ad a customer sees
before making the decision to buy
• Constant brand reminder once on
the shelf at home or in the office
Out-of-Home Advertising
• Outdoor
advertising
– Billboards and
posters in public
locations
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Size and format
Printed posters
Painted bulletin
Buying Outdoor
Showings
Traffic count
Out-of-Home Advertising
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Advantages
High impact medium
Larger-than-life
visuals
Hard to ignore
structure
Least expensive
Disadvantages
• Message could fail to
be seen or have
impact
• Passive medium
• Extensive regulation
Out-of-Home Advertising
• On-Premise Signs
– Retail signs that
identify stores
• Posters
– Used on the sides of
buildings and vehicles,
as well as on bulletin
boards and kiosks
• Kiosks
– Designed for public
posting of notices and
advertising posters
• Transit advertising
– Includes posters in
bus, train, airport, and
subway stations
Directory Advertising
• Books that list names, phone numbers, and
addresses of people or companies
• Tells people where to go to get the product or
service they want
• Reaching an audience already in need of
something
– Yellow Pages
– Other Directories
Directory Advertising
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Advantages
Consumers initiate
the search process
Inexpensive (1:15
ROI)
Flexibility
Long life
Disadvantages
• Competitive clutter
• Consumers who
cannot easily use
directories
Using Print Advertising
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Use Newspapers If…
You are a local business
Desire extensive market
coverage
Product is consumed in a
predictable manner
No need to demonstrate
the product
Moderate to large budget
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Use Magazines If…
Well-defined target
audience
Want to reinforce or
remind audience
Product must be shown
accurately and beautifully
Need to relate moderate
to extensive information
Moderate to large budget
Using Print Advertising
Use Out-of-Home If…
• Local business that
wants to sell locally
• Regional or national
business that wants
to remind or reinforce
• Product requires little
information and little
demonstration
• Small to moderate
budget
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Use Directories If…
Local business or can
serve local customers
Want to create action
Want to allow
comparisons or
provide basic inquiry
and purchase
information
Small to moderate
budget
Broadcast Media
•Television
•Radio
Television
• Television is the system of producing on a distant screen
a series of transient visible images, usually with an
accompanying sound signal. Electrical signals,
converted from optical images by a camera tube, are
transmitted by UHF or VHF radio waves or by cable and
reconverted into optical images by means of a television
tube inside a television set
• Three basic forms available to advertisers – Broadcast
TV and Cable TV and Satellite TV
• Types of TV advertising – network advertising
[sponsorship, participation]; spot announcements,
syndication, Program-length ads or infomercials, local
TV advertising
Pros and Cons of TV
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Mass coverage
Low cost
Some selectivity
Impact
Creativity
Prestige
Social dominance
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High production cost
High airtime cost
Limited selectivity
Brevity
Clutter
Zipping and zapping
Broadcast Dayparts
DAYTIME
EARLY FRINGE
COMBINE AS
EARLY NEWS
EARLY FRINGE
PRIME ACCESS
PRIME
COMBINE AS LATE LATE NEWS
FRINGE
LATE FRINGE
9 AM - 4 PM
4 PM - 5:30 PM
5 OR 5:30 PM -7:30 PM
7:30 PM - 8:00 PM
8 PM - 11 PM
11 PM - 11:30 PM
11:30 PM - 1 AM
Interactive advertising
Internet advertising
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Portals
Search engines
Domain names
Chat rooms
Blogs
Vlogs
Netcasting
Internet audience
Internet advertising forms
• Banner ads – skyscrappers
[www.CBSMarketWatch.com], pop-ups,
minisites, superstitals, widgets
• Animation
• Email advertising
• Viral marketing
• Spam
Internet advertising functions
• Information roles – online publishing, online
encyclopedia
• Entertainment role
• Social role
• Dialogue role
New Internet Practices
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Offline advertising
Search marketing
Brand experiences on the web
Webisodes
The global web of advertising
Issues in internet advertising
• Measurement
• Internet targeting and piracy
Non traditional media
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Guerilla marketing
Advertainment
Video games
Text and instant messaging
Nonelectronic new media