Mediums of Advertising

 To reach the consumer, advertisers employ a wide variety of media. In Canada, newspapers are still the most popular advertising medium, followed by television, magazines, radio and outdoor advertising. Each day about one in five Canadians above the age of 18 buys a daily newspaper, one of the highest ratios in the world

Top 10 Advertising Markets  By Comparison:

There are six mediums of advertising:  Newspapers  Television  Magazines  Radio  Outdoor Advertising  The Internet  Which is the most popular today?!!

 "According to Deloitte's fifth edition 'State of the Media Democracy' survey, 71% of Americans still rate watching TV on any device among their favorite media activities. In addition, 86% of Americans stated that TV advertising still has the most impact on their buying decisions.” Deloitte

Which type of advertising has the most impact on buying decision?

Newspapers  Allow advertisers to reach readers of all age groups, ethnicities and income levels  There are two types:  Classifieds  Display advertisements  Ads typically make up 65% of the content and revenue in a paper  Used for timely information – leading to immediate sales  Published daily depending on the size of city

Television  Commercials are bought in units of time 15, 30 or 60 seconds in length and millions of dollars is cost  Combine sight, sound and motion, but TV spots are too brief to provide much product information  Works best on cars, fashion, food, beverages – common products that require little extra information  Depending on the time slot purchased, commercials can run over millions of dollars for one 30 second commercial  Ie: Superbowl – approximately 2.7 million for one 30 second commercial  High Nielson ratings – often reaching more than 90 million viewers  High anticipation by consumer audience

Magazines  Specialized, narrow audience  Targeted markets  Beautiful colour photos – can build product image but very expensive  Used for national advertising

Radio  90% of all radio advertising is local  Most popular stations for you?  Allows advertisers to reach a narrow, specific audience  They are easily misunderstood and ignored  Work best when messages are simple and familiar

Outdoor Advertising  Aka: billboards  Reaches our mobile and commuting audience  Toronto commuting times are worst of 19 major cities:  At 80 minutes per round trip, Toronto commuters spend 24 minutes a day longer dragging themselves to and from work than people in Los Angeles, 12 minutes longer than New Yorkers, and 32 minutes longer than residents of Barcelona.  Lowest cost of any advertising medium  Produces major impact – big, colourful, hard to ignore  Messages are brief  More used as reminder than sellers

Ikea – for the holidays..

‘The Back Seat’s No Safer’

The Economist

Adidas – World Cup – Munich Airport

McDonalds – Triple Thick Milkshakes

The Internet  Examples of online advertising include contextual ads on search engine results pages, banner ads, Social network advertising, online classifieds, advertising networks, marketing, including spam.  major benefit = the immediate publishing of information and content that is not limited by geography or time + personalizing messages  Since 2007, the Canadian online advertising revenue climbed to 1.2 Billion and quadrupled in just 5 years  What does this mean for the future of television advertising?

Social Media Revolution Social Media Revolution

Discuss: 1)Thoughts from this video? 2)Go back to first question – what is the most popular form of advertising today? what is the most popular form of advertising today?what is the most popular form of advertising today? Most effective approach is a combination of several mediums, integrating specifically with online forums.

Your homework for tonight!  WATCH TV!! Or Watch Youtube ads  Find two commercials to share with the class:  One commercial that you feel is poorly done or has a negative impact on society  One commercial that you think is great or has a positive impact on society.  Send to me over Google docs – attach the link and write a brief description as to why you think the ad is positive vs. negative

Pros and Cons of Media  Miss Representation:  a film that explores how the media’s misrepresentation of women has led to the underrepresentation of women in positions of power and influence.  How do men in the class feel about the way women are portrayed in traditional media? Have you thought about it?