Advertising Media The forms of communication through which advertising reaches its audience Newspapers Relatively inexpensive and timely; short life span.

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Presentation transcript:

Advertising Media The forms of communication through which advertising reaches its audience Newspapers Relatively inexpensive and timely; short life span Magazines Reach a specific market segment; more prestigious than newspapers; high cost; lack of timeliness Direct mail Most selective; effectiveness can be measured; email Copyright © Cengage Learning. All rights reserved

Advertising Media (cont’d) Yellow pages advertising Print and online; local; purchased for 1 year Out-of-home advertising Short promotional messages on billboards, posters, signs, and vehicles; focuses on geographic area; fairly inexpensive Television The primary medium for larger firms trying to reach national or regional markets Network time; local time; sponsoring a show; spot time; infomercials Copyright © Cengage Learning. All rights reserved

Advertising Media (cont’d) Radio Offers selectivity; most accessible medium; can be less expensive than other media Internet Increasingly popular; can be expensive; potentially large audience; can target precisely; effectiveness is questionable Banner and button ads; sponsorship ads; keyword ads; interstitials Copyright © Cengage Learning. All rights reserved