1. CLASSES OF MEDIA

2. classes of media Traditional media Non-traditional media Specialized media

3. classes of media Traditional “mass” media TV Radio Newspapers Magazines Outdoor

4. classes of media Non-traditional media Internet Airport TV monitors Grocery store graphics Health club posters Restroom advertising Garage posters Truck panel posters Doctor’s office TV monitors

5. classes of media Specialized media Niche / special-interest magazines Trade / Industrial magazines Direct mail Free standing inserts (FSIs) Catalogs Yellow Pages

6. comparing media Intermedia comparisons Intramedia comparisons

7. consumer media classes Newspapers – reasons for using Mass reach Sense of immediacy Catalog value Local emphasis/zoned editions Flexibility Ethnic appeal

8. consumer media classes Newspapers – limitations High cost Higher national advertising rates Lack of target audience selectivity Small pass-along audience Variation in ROP color quality

9. consumer media classes Magazines – reasons for using Demographic/psychographic/ lifestyle targeting Align ad with appropriate editorial Reaches light television viewers Good color reproduction Relatively long life

10. consumer media classes Magazines – limitations Early closing dates Lack of immediacy Slow reach build

11. consumer media classes Newspaper supplements – reasons for using Local market impact with a magazine format Good color fidelity High readership Depth of penetration Less competition on Sundays

12. consumer media classes Newspaper supplements – limitations High cost Little pass-along or secondary readership No demographic selectivity

13. consumer media classes Television – reasons for using Sight & sound for dynamic selling Builds awareness quickly Reach of both selective and mass markets Cost efficient

14. consumer media classes Television – limitations High cost Low attention for some programs/dayparts No catalog value Short-lived messages High commercial loads (clutter)

15. consumer media classes Cable TV – reasons for using National audience Added reach & frequency Lower cost than network TV Precisely defined target audiences Growing penetration in major markets

16. consumer media classes Cable TV – limitations Fragmented audiences Less than full national coverage Household penetration varied by network Difficulty buying spot cable

17. consumer media classes Radio – reasons for using Reach selective target audiences High frequency Supporting medium Excellent for mobile populations High summer exposure

18. consumer media classes Radio – limitations Many stations in one market No catalog value Low attentiveness for some formats Network delivery significantly varies by market

19. consumer media classes Internet – reasons for using Targetability Active medium Low cost corporate legitimacy Supplemental information Measurable Low cost marketing research tool

20. consumer media classes Internet – limitations High conflict between Internet sales & traditional sales channels Variable value Limited penetration Highly fragmented Clutter

21. consumer media classes Direct mail – reasons for using Easy verification of response Personal quality Flexibility Long life for certain mailings Minimal waste

22. consumer media classes Direct mail – limitations High cost Inaccurate & incomplete lists Variance in delivery dates Clutter & consumer resistance

23. consumer media classes Outdoor advertising – reasons for using Wide coverage of local markets High frequency Geographic flexibility High summer visibility Around-the-clock exposure Simple copy theme & package identification

24. consumer media classes Outdoor advertising – limitations Simple messages High cost Limited availability of best locations

25. consumer media classes Transit media – reasons for using Metropolitan area coverage High frequency Relative efficiency Position messages to consumers on way to their points of purchase

26. consumer media classes Transit media – limitations Limited message space Heavy competition from other media & personal activities Frequent inspection

27. consumer media classes Nonmeasured media Lack periodic, predictable measure of who is exposed Car cards Yellow pages Theater Concert programs Need to include some sort of measured response

28. new[er] media concepts Place-based media Retail, theaters, airports, schools, arenas, malls Database media planning Direct response, custom publishing Cross-media platforms Multi-media buy from single company Leverage prices/Added value

29. New[er] media concepts Social networking (Facebook, MySpace) Blogging Microblogging (Twitter) Online video (Hulu, etc.)