1. Communications Media & Layout

2. Types of Communications Media 1. Print Media – newspaper, magazine 2. Electronic Media – TV, radio 3. Digital Interactive Media - Internet 4. Out-of-Home Media – outdoor, transit 5. Direct Mail – coupons, brochures, flyers 6. Other Media – T-shirts, cups, pencils, etc.

3. Print Media Newspaper Geographic selectivity, timeliness, high information, credibility, audience interest, low cost Limited segmentation, creative constraints, clutter, short life

4. Print Media – cont. Magazine Audience selectivity, audience interest, creative opportunities (color, size), long life Limited reach & frequency, clutter, long lead times (90 days), cost

5. Electronic Media Television Creative opportunities, coverage, reach, repetition, cost per contact, audience selectivity Fleeting message, high absolute cost (airtime, production), poor geographic selectivity, poor audience attitude & attentiveness, clutter

6. Electronic Media Radio Cost, reach & frequency, target audience selectivity, flexibility & timeliness, creative opportunities Poor audience attentiveness, creative limitations, fragmented audience

7. Interactive Media Internet (websites, email, usenet) Target market selectivity, tracking, deliverability & flexibility, interactivity, cost, integration Audience measurement problems, uncertainty about reach, audience tolerance declining, low attention

8. Out-of-Home Media Billboards & Transit Wide exposure in local markets, creative opportunities (graphics, color), simple message, larger than life, repetition Not good for long/complex messages (< 6 wds), location key, expensive, low attention, visual pollution

9. Direct Mail Audience selectivity, flexible, databases, good for testing & experimentation, wide array of formats Cost (15-20 X more), mailing list difficult to maintain, delivery dates unpredictable

10. The Art of Creating Print Ads: Ad Design and Production Small, rapidly produced drawing for visualization Thumbnail Drawn to actual size, art sketched in, body copy lines Rough Layout Facsimile of the finished ad Comprehensive Presents look and feel of brochures Dummy