The Media of Advertising. What is Media?  Media - channels of communication, through which the advertiser’s message is brought to consumers.  There.

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Presentation transcript:

The Media of Advertising

What is Media?  Media - channels of communication, through which the advertiser’s message is brought to consumers.  There are 6 major categories, which include:  Print Media  Electronic Media  Digital Interactive Media  Out-of-Home Media  Direct Mail  Other Media

Print Media  Print media refers to any commercially published, printed media that sells advertising space to a variety of advertisers.  Includes:  Newspapers  Magazines  Directories

Newspaper Facts!  Newspapers are the 3 rd largest medium, receiving 17% of $ spent by advertisers worldwide.  Although newspaper revenue is down, consider these important facts:  2/3 of its revenue comes from advertising;  105 million people read it in print or online any given weekday nationally, and more than 110 million adults read the Sunday paper;  81% of adults take some form of action, such as clipping a coupon or visiting a store, after seeing a newspaper ad in the past 30 days, and more than half (53%) made an actual purchase because of it.

Types of Newspaper Advertising  There are 4 major classifications of newspaper advertising, which include:  Display  Classified  Public notices  Preprinted inserts

Display AdvertisingClassified Advertising  Display advertising includes copy, illustrations or photos, headlines, and coupons.  Vary in size and appear in all sections of the newspaper except the 1 st page of major sections, the editorial page, and the obituary page.  Classified ads provide a community marketplace for goods, services, and opportunities of every type.  A newspaper’s profitability depends on a large and healthy classified section.

Display Advertising

Classified Section...

Public NoticesPreprinted Inserts  For a fee, newspapers carry legal public notices of changes in business relationships, public governmental reports, and financial reports.  Ads follow a preset format!  Advertiser’s print the inserts and deliver them to the newspaper company for insertion into a specific edition.  Formats include catalogs, brochures, mail-back devices, and perforated coupons.

Public Notices!

Preprinted Inserts...

D i s a d v a n t a g e s  Range of market coverage.  Comparison shopping.  Positive consumer attitudes.  Offers a variety of options for size, location, and frequency.  Relatively low cost.  Short life span.  Clutter.  Limited coverage of certain groups.  Poor reproduction. Advantages VS

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