1. Advertising Media
The forms of communication through which advertising reaches its audience
Newspapers
Relatively inexpensive and timely; short life span
Magazines
Reach a specific market segment; more prestigious than newspapers; high cost; lack of timeliness
Direct mail
Most selective; effectiveness can be measured;
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2. Advertising Media (cont’d)
Yellow pages advertising
Print and online; local; purchased for 1 year
Out-of-home advertising
Short promotional messages on billboards, posters, signs, and vehicles; focuses on geographic area; fairly inexpensive
Television
The primary medium for larger firms trying to reach national or regional markets
Network time; local time; sponsoring a show; spot time; infomercials
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3. Advertising Media (cont’d)
Radio
Offers selectivity; most accessible medium; can be less expensive than other media
Internet
Increasingly popular; can be expensive; potentially large audience; can target precisely; effectiveness is questionable
Banner and button ads; sponsorship ads; keyword ads; interstitials
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