1. Analysis of Advertising Media12

2. Media Vs. Vehicles Media Vehicles The general communication
methods that carry
advertising messages
e.g., television, magazines, newspapers, etc
Vehicles
Specific broadcast
programs or print
choices in which
advertisements are
placed
e.g., Friends, NBC Evening News, Time, Cosmopolitan 2

3. Traditional Major Advertising Media
Out-of-home advertising
Newspaper
Magazines
Radio
Television
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 3

4. Which Media Do It Best? Media Comparison Consider:
Advertiser’s objectives
Creative needs
Competitive challenge
Budget availability 4

5. Out-of-Home (Outdoor) Advertising
$1.46 Billion, or 2%
Regarded as supplementary
e.g., billboard(major), bus shelters, giant inflatables, shopping-mall displays, etc 5

6. Billboard Advertising
Example of a poster panel 6

7. Billboard Advertising
Cigarettes and Liquor:
*Legal exclusion from broadcast
*Reminder close to point of purchase (POP) 7

8. Magazine Advertising $12.8 billion or 36%
Hundreds of special - interest magazines 8

9. Magazine’s 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

10. Television Advertising
$37.8 billion or 38%
Nearly 98% of all households have televisions
Uniquely personal and demonstrative yet expensive 10

11. Television Network Market product nationally
Major networks(ABC, CBS, Fox, NBC)
Expensive but can be a cost efficient means to reach mass audience
Spot
Syndicated
Cable
Local 11

12. Television Network Advertising is placed only in selected markets Spot
Regional-oriented marketing and geodemographic segmentation of consumer markets
Spot
Syndicated
Cable
Local 12

13. Television Network Syndicated programming occurs when an
independent company
markets a TV show to as
many network-affiliated
or cable TV stations as
possible
Spot
Syndicated
Cable
Local 13

14. Television Network Local advertisers are turning to television Spot
inexpensive during the fringe time
Spot
Syndicated
Cable
Local 14

15. Television Network 70% of households with television sets Spot
Narrow areas of viewing interest
Cable subscribers are more economically upscale and younger
Spot
Syndicated
Cable
Local 15

16. Cable TV (vs. Network TV)
Relatively low cost
Ability to pinpoint ads to homogeneous audiences
Growing audience
Growing credibility
Subscriber demogs (younger, more affluent, higher educ)
Less clutter
Complicated media buys (diverse programming, fragmented audiences)
Impact vs. network?
Less established, credible vs. network 16

17. Interactive Media
Interactive
display on a
shopping cart 17

18. Key aspects of Internet users
35 million U.S. households were on line as of 1999 and 57 million by 2002
24 million non-U.S. households in 1999
The average age of Web users in U.S. is 35
Women represents 42% of the on-line population
Internet users are economically upscale 18

19. Advertising Interactive Media
United Airlines
Leo Burnett Company, Inc.