Chapter 14 Traditional Advertising Media. Advertisers attempts to select the media and vehicles whose characteristics are most compatible with the advertised.

Slides:

Advertisements

Similar presentations

Advantages of TV Advertising

Advertisements

Electronic Media: Television and Radio

Evaluation of Print MediaPrintMedia Evaluation of Print MediaPrintMedia 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 14 Using Electronic Media: Television and Radio.

Media & The Marketing of Messages Chapter 3. Media Speak Media Building Blocks Strengths & Weaknesses Building The Media Plan Today we’ll cover … Media.

Evaluation of Broadcast Media (TV and Radio) Fall 2011 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Media Strategy & Planning Chapters 14 & 15 with Duane Weaver.

4550: Media Strategy I Professor Campbell 3/15/05.

Chapter 15 Media Planning: Print, Television, and Radio.

Media Planning and Strategy 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Part 3: Effective Advertising Media Chapter 9

The Local Media Mix Chapter 7. The Local Media Mix Newspapers Radio Television Magazines Out-of-home Yellow Pages/Directories Direct Media New Media.

 2007 Thomson South-Western Using Traditional Advertising Media Chapter Fourteen.

Chapter 14 Media Planning, Objectives, and Strategy for Advertising and Promoting the Brand.

Print and Out-of-Home Media

Evaluation of Broadcast Media 11 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Chapter Twelve Traditional Advertising Media. Media Vs. Vehicles Media The general communication methods that carry advertising messages e.g., television,

Intermedia Comparisons: Media Strengths and Weaknesses.

ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS C HAPTER.

Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 15 Media Planning: Print, Television, and Radio.

TYPES OF ADVERTISING MEDIA. Selecting the Right Advertising Media Cost per thousand thousandReachReach FrequencyFrequency AudienceSelectivityAudienceSelectivity.

Chapter Twelve Traditional Advertising Media. Chapter Twelve Objectives Describe the five major traditional advertising media Discuss out-of-home advertising.

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Media Characteristics.

& & The Marketing of Messages The Marketing of Messages 4 Chapter 10 Media.

Kotler Keller PhillipKevin Lane Marketing Management 14e.

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1 Broadcast Media Part 3: Effective Advertising Media Chapter.

Media Planning and Strategy

Television and Radio Media

Advertising/Media. Weeks Tonight: Traditional Advertising Presentation Prep “The One Thing You Must Get Right Building Brand” Next Week: Social.

7-1 Copyright © 2009 Pearson Education Canada CHAPTER 7 Media Planning Essentials.

PowerPoint Presentation by Charlie Cook The University of West Alabama Eighth Edition © 2010 South-Western, a part of Cengage Learning All rights reserved.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Media Planning and Strategy. Satellite radio stations 2 Satellite radio stations 2 The Traditional U.S. Media Landscape Broadcast networks (TV and cable)

CLASSES OF MEDIA. classes of media Traditional media Non-traditional media Specialized media.

CHAPTER 13 Advertising & Public Relations

The Marketing of Messages

Media Planning: Print, Television, and Radio Chapter 15 © 2006 Thomson/South-Western.

Ch. 10 Media Planning and Strategy

Chapter 10 Media Planning and Strategy. McGraw-Hill/Irwin 10-2 Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. Media Terminology.

Chapter 14 Traditional Advertising Media. Traditional Major Advertising Media Out-of-home advertising MagazinesRadio Newspaper Television 2.

Print & Out-of-Home Media. Definitions Media Vehicle –An individual carrier within a medium Media Planning –The way advertisers identify & select media.

Major Media Categories

Arens|Schaefer|Weigold

Evaluation of Broadcast Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Chapter 11 & 12 Evaluation of media: TV, Radio, Newspaper & Magazine By Emran Mohammad (Emd) Mkt 337 (sections 4 & 9)

Chapter 5 Advertising Planning: Traditional Media

1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Electronic Media Basics. Which Media: Print, Television or Radio? Print, Television or Radio? 1. Great ads will fail if the media chosen do not reach.

Media Planning and Strategy. Satellite radio stations 2 Satellite radio stations 2 The Traditional Media Landscape Broadcast networks (TV and cable) 100.

Media Research Methods Variety of resource materials are available to advertisers for determining potential audience sizes for specific media vehicles.

Review and Chapter 5 re-cap. Where have we been IMC – What is it? Why is it important? What trends are driving IMC? Segmentation and selecting a target.

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 11 Evaluation of Media: Television and Radio.

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 11 Evaluation of Media: Television and Radio.

Media Planning and Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Advertising Management Traditional Adv. & Internet Adv. Traditional advertising This topic will focus on the four major of traditional advertising media:

Above-the-line promotion. Promotion Promotion is about the communication that occurs with customers and potential customers Promotion can be used to:

Broadcast Media. Television Strengths Creativity for Cognitive and Emotional Response Coverage and Cost Effectiveness Captivity and Attention Selectivity.

Advertising Medias Chapter 1.6. Media TypeAdvantagesLimitations Newspapers Timeliness; good local market coverage; high believability Short life; poor.

Media Planning and Strategy

Evaluation of Print Media

Using Traditional Advertising Media

Analysis of Advertising Media

Chapter 8 Using Television

Chapter 11 Evaluation of Media: Television and Radio

Advertising and Media.

Media Strategy & Planning

Chapter 8 Print Media Print advertising includes printed advertisements in newspapers, magazines, brochures, posters, and outdoor boards Print provides.

Chapter 9 Broadcast Media

Chapter 9 Print Media Traditional format Trusted by audiences

Presentation transcript:

Chapter 14 Traditional Advertising Media

Advertisers attempts to select the media and vehicles whose characteristics are most compatible with the advertised brand in reaching its target audience and conveying its intended message Traditional Major Advertising Media Out-of-home advertising MagazinesRadio Newspaper Television 2

Which Media Do It Best? Media Comparison Consider: Advertiser’s objectives Creative needs Competitive challenge Budget availability 3

Newspapers 60 million households during week and nearly 62 million on Sundays Historically leading advertising medium but declining in recent years

Newspaper Audience in right mental frame Mass audience coverage Flexibility Ability to use detailed copy Timeliness Clutter Not highly selective Higher rates for occasional advertisers Mediocre reproduction quality National Buying complicated Changing composition of readers

Magazine Advertising Hundreds of special - interest magazines Appeal to highly specific, targeted audience 6

Buying Magazine Space Rolling Stone adult demographic profile

Buying Magazine Space Rolling Stone General Rate Card

Magazines Can reach large audiences Selectivity Long life High reproduction quality Detailed information possible Convey information with authority High involvement potential Not intrusive Long lead times Clutter Limited geographic options Circulation patterns vary by market 9

Simmons Market Research Bureau and Mediamark Audience size and composition for 100 publicationsAudience size and composition for 100 publications Broadcast exposure and usage of over 800 consumer products and servicesBroadcast exposure and usage of over 800 consumer products and services Lifestyle informationLifestyle information Media usageMedia usage

Television Advertising Nearly 98% of all households have televisions Uniquely personal and demonstrative yet expensive 11

Television Market product nationally Major networks(ABC, CBS, Fox, NBC) Expensive but can be a cost efficient means to reach mass audience Syndicated Network Spot Cable Local 12

Television Advertising is placed only in selected markets Regional-oriented marketing and geodemographic segmentation of consumer markets Syndicated Network Spot Cable Local 13

Television Syndicated programming occurs when an independent company markets a TV show to as many network-affiliated or cable TV stations as possible Syndicated Network Spot Cable Local 14

Television 80% of households with television sets Narrow areas of viewing interest Cable subscribers are more economically upscale and younger Syndicated Network Spot Cable Local 15

Television Local advertisers are turning to television inexpensive during the fringe time Syndicated Network Spot Cable Local 16

Television Demonstration ability Intrusion value Ability to generate excitement One-on-one reach Ability to use humor Effective with sales force and trade Ability to achieve impact Escalating costs Erosion of audience Audience fractionalization Zipping and zapping Clutter

See Text Radio Out of Home (see Chapter 8) Infomercials Product Placements “How to Buy” details