Advertising Media How Promotional Messages are Communicated

Broadcast Media Radio –Advantages Target specific audience/market –KILO vs. KVUU vs. KKLI Immediate and timely Large reach Mobile medium Short deadlines Relatively inexpensive Can be entertaining

Radio (continued) –Disadvantages Time limits & restricts message Need for repetition Ad recall is low Seen as annoying by listeners Short ad life/exposure More expensive than print Only audio

Television Advantages –Audio and video –Allows for creativity Example 1Example 1 (artistic appeal) Example 1 Example 2Example 2 (humor) Example 2 Example 3Example 3 (excitement & competition) Example 3 Example 4Example 4 (emotional appeal) Example 4 –More believable than print –Large reach –Target specific audience –More memorable than radio

Television (continued) Disadvantages –Costly for production and air time –Time limits restrict message –Need for repetition –Ad recall can be low –Clutter (too many commercials) –Seen as a nuisance –Lengthy deadlines

Internet Websites and Social Media Social MediaSocial MediaAdvantages –Includes websites and banner ads (example) –Target specific audience –Relatively inexpensive –Available –Reaches younger audience –No limits on message length –Timely message & short deadlines

Internet (continued) Disadvantages –Must be maintained –Not effective by itself; must be used with other forms of media –Difficult to gauge impact –Cost to develop & maintain site –Limited reach

Print Media MagazinesNewspapers Phone Directories Direct Mail (brochures, flyers, catalogs, etc.) Outdoor Advertisements

Magazines Advantages –Target Specific audience –Allows for creativity –Long life of advertisement –Large reach for some publications Disadvantages –Clutter –Limited to text & pictures –Can be very expensive –Limited reach for some publications

Newspaper Advantages –Local market & known circulation –Large readership –Low cost –Short deadlines –Flexibility in ad size & cost Disadvantages –Inconsistent print quality –Short life of advertisement –Clutter –Limited to text & black/white images

Phone Directories Advantages –Local media & known circulation –Moderate cost –Great for service businesses –Long life of advertisement Disadvantages –Clutter –Long deadlines (yearly) –Low quality print & text only

Direct Mail Advantages –Target specific market –Flexible timing –Creative formats –Hidden from competitors Disadvantages –High cost per person –Seen as a nuisance –Limited readership

Outdoor Advertisements Include Billboards, Transit Ads, Signs, etc. Advantages –Inexpensive –Seen –Large reach Disadvantages –Considered an eyesore –Short message –Unknown audience –Can be defaced

Stealth Advertising

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