1. Chapter 14 Traditional Advertising Media

2. 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

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

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

5. 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

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

7. Buying Magazine Space Rolling Stone adult demographic profile

8. Buying Magazine Space Rolling Stone General Rate Card

9. 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

10. 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

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

12. 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

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

14. 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

15. 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

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

17. 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

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