MEDIA TYPES AND CHRS.

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Presentation transcript:

MEDIA TYPES AND CHRS

Characteristics of Media Audience Factors audience selectivity geographic selectivity Message Reach Clutter Creative Factors Ability to demonstrate Creative flexibility

Reach / Frequency Timing - Life span of message Ability to deliver long message Ability to review Cost/ Financial factors CPM/ cost to create Production & Insertion Preparation / quality / schedule

TYPES OF MEDIA Broadcast Media Cinema Press TV Radio Cable & satellite (Network/local/DTH/MS/Terrestrial STB) Cinema Press Magazines (weekly, F/N, Monthly, Annual,) Newspapers (Daily / financial dailies)

TYPES OF MEDIA Out Door: Hoardings Banners Balloons Skywriting Transit ads (Buses, cabs) P.O.P Direct mail? Interactive

TV TV - Advantages Creativity & Impact Lifelike Audio, Video, Motion Demonstration Emotions/feel Mass coverage, High Reach Low cost per exposure Attention getting Favorable Image

Limitations of TV Selectivity? With specialized channels and programming – selectivity has improved. Sports, Adventure, Children, Nature, Travel Limitation Low selectivity? High total cost/ Production & airing Fleeting - short message life Clutter ‘Zapping’ ‘zipping’ Measurement

Measuring TV Measuring TV Audience Reach – No. Television households C & S households Program Rating TRP No of households watching program -: -Total households People Meter -TAM – boxes which records which program watched by whom and when & how long. Diary method.

RADIO Lower cost / Low production cost Selectivity / localized High frequency Flexible Segmentation Integrate with other forms – RJ mention, games, phone-in, tie in with TVC

Radio Limitations creative limitations – audio only – challenge to create ‘ feel’ / Mainly reminder Limited audience data / clutter / low attention / fleeting

PRINT MEDIA Magazines – news magazines / Family / magazines / sports Business / health & Lifestyle / women’s / Finance & Investment / Travel / film / Photography / Religion

PRINT MEDIA Advantages: Selectivity Good reproduction quality Creative flexibility – bleed / gatefold / layout / inserts, 3D Permanence Prestige Consumer receptivity & involvement

PRINT MEDIA Limitations Cost? Limited Reach Frequency Lead time Clutter Literacy / language barriers

Newspapers Daily / weekly National / Local Broadsheet / Tabloid Community paper Type of Ads Display ads / Classified / Classified display Inserts / Special

Newspapers Advantages Extensive reach Flexibility Reader involvement & acceptance (active search) Good readership data

Newspapers Disadvantages Reproduction? Short Life span Literacy / language barriers Readership Data Circulation – ABC Readership – NRS

OUTDOOR Hoardings / Billboards Location specific Cost? Short exposure time Distraction Regulations Posters Banners Wall Paintings Aerials ‘Sandwich’ POP’s – In-store

Sunflower