Advertising Media Chapter 20 Ms. LeDee

Media  The avenues used to deliver promotional messages.

Three Types of Media  Print  Broadcast  Internet / Specialty

Newspaper (Print) Advantages  Fairly inexpensive  Timely  Current information  Target Market  Information applies to the geographic area where paper is delivered. Disadvantages  Low quality ad  Plain, not eye catching  Black & White  Boring to look at  Short life span  People will throw paper away quickly

Magazines (Print) Advantage  Better Quality  Use color  Longer Ad life  Creative  Psychographics Disadvantage  More expensive  Not timely  No local advertising

Direct Mail (Print) Advantages  Can send product samples  Select your target market  Competitors do not see your ad Disadvantages  Considered junk mail  Postage rate increase  Low consumer response

Outdoor Billboards (Print) Advantages  Works 24 hours a day  Always available for viewing  Easy Repetition  People will drive by the same sign over and over. Disadvantages  Traffic hazard  The message must be short  Driving by at 70mph

Directory (Print) Advantages  Low cost  Every household gets one  Ads will last one year  Local Disadvantages  Low quality  Not timely  May list in directory and move within a year.  Competitors are listed next to your ad.

Transit: Taxi, Bus, Subway (Print) Advantages  Good exposure in urban areas Disadvantages  Defacement  Graffiti

Television (Broadcast) Advantage  Can reach most people  Seeing is believing  Can see & hear it Disadvantage  Most expensive  Remote control  People tend to switch off of commercials

Radio (Broadcast) Advantages  Less Expensive  Mobile Media  Meaning it can go with you (car) Disadvantages  No visual element  Can only be heard  Hard to define the market  People listen to a variety of music and stations.

Internet / Specialty Items Low cost giveaways “traffic builders”  Pens  Pencils  Hats  Lanyards  T-shirts  Golf balls  Magnets  Notepads  Bottle Openers