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Major Media Categories

Published byRonald Thornton Modified over 9 years ago

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Presentation on theme: "Major Media Categories"— Presentation transcript:

1 Major Media Categories
TV Radio Newspapers Magazines Out-of-Home

2 Media Options in Advertising
What type of media will serve your product best? Is CPM the only consideration?

3 Why Should I Spend My Money Here?
The Print Media Why Should I Spend My Money Here?

4 What Are My Options? Magazines Newspapers
examples: Good Housekeeping, Time, GQ Newspapers Local: The Tennessean, the Daily News Journal National: The Wall Street Journal, USA Today

5 Magazines- Advantages
Flexibility in readership- regional, national interest areas Color - excellent reproduction of high quality Authority and Credibility - can include alot of information as well as glitter Permanence - longest shelf life of all outlets Prestige - image of the magazine rubs off on the product!

6 More Advantages Audience Selectivity - most targeted option available to marketers Selling Power - results have been documented Cost Efficiency - minimized wasted coverage Reader Loyalty Pass-Along Circulation

7 Magazines - Disadvantages
Inability to deliver mass audiences Long Lead Times Clutter High CPM Declining Circulations Frequency Problems Shallow Geographic Coverage

8 Circulation Factors Guaranteed Circulation - number expect to circulate Primary Circulation - number people buy through subscription or newsstand Secondary or Pass along - give it away!

9 Circulation Paid Circulation Controlled Circulation
must pay the subscription price to receive the magazine Controlled Circulation receive if can have an influential role for the advertised products; complimentary copies to major advertisers

10 Newspaper Advertising
Cons Shrinking Circulation Shrinking Options Lack of Selectivity Short Life Span Low Production Quality/Clutter Must pay for preferred position to guarantee placement Overlapping Circulation Pros Mass Medium Comprehensive Scope Geographic Selectivity Timeliness Credibility Selective Attention Creative Flexibility Active Medium

11 Types of Newspaper Ads Display Advertising Classified Ads
includes copy, illustrations, photographs, graphics, etc. Classified Ads copy only Public Notices Co-op Advertising share responsibility between channel members i.e., Retailer & manufacturer Preprinted Inserts sales promotions, coupons, contests, etc.

12 Out-of-Home Oldest Form of Advertising - often referred to as ‘outdoor advertising’ Delivery Modes include: billboards, blimps, transit ads, bus stops Expenditures are approaching $6.9 billion

13 Out of Home Overall Share

14 Billboards Pros Many formats Geographic Flexibility Low CPM
broad reach/high frequency Many formats Digital format now available Bulletins Geographic Flexibility Low CPM Can be a last reminder for products like fast food, shopping venues, etc. product identification is easy!

15 Out-of-Home Negatives
nonselectivity minimal exposure time difficulty in measuring audience environmental concerns limited use of copy

16 The Broadcast Mediums Television Radio cable network
National vs. Local Radio FM AM

17 Television Advantages
reach the masses can be both local or national most dramatic form of advertising best suited for products that require demonstration or stimulation of emotion

18 More TV Advantages Prestige Impact Creativity Some Selectivity
highly visible firms use this medium Impact immediacy, demos, sound and color interaction Creativity Some Selectivity Low Cost

19 Disadvantages of TV Very High Cost of Production
Media Time at a Premium Selectivity and targeting Difficult Brevity of Message Clutter Zipping and Zapping

20 Pros and Cons of Cable TV
Selectivity Younger, more affluence audience, more innovative Very low cost Flexibility time for infomercials Testability Limited Reach Fragmentation Quality Zipping and Zapping

21 Types of TV Advertisements
Network Advertising 4 major networks, erosion of audiences convenient and efficient coverage can buy spots , participations or sponsor Cable Advertising interconnect for regional coverage syndicated programs, infomercials Local TV Spots

22 How Do I Buy TV? Dayparts decide on the time of day to air commercial
viewing highest during primetime must choose vehicle Daytime 9 a.m. - 4 p.m.. Late Fringe 11:00p.m. - 1:00 a.m. Remainder Early Fringe

23 Radio Who Listens? 96% of U.S. population FM or AM
Youth the greatest audience! Often a distraction or background noise FM or AM AM audiences growing faster than FM Talk Radio!

24 Pros and Cons of Radio No Visuals!
Segmented Audiences over Stations with Similar Formats Distraction Clutter Push Button! Image Transfer Selectivity Cost Efficient Timely Medium Geographically Flexible Reach and Frequency listen average 3x a day

25 Buying Radio Time Networks Local Radio
lack of flexibility and choice of stations national coverage Local Radio spots: live or taped local personalities can assist in credibility Dayparts: Morning and Evening Drive Time Desirable (6-10 a.m.; 3-7 p.m.)

26 Interactive Advertising Media
Entails reciprocal behavior CD-Rom Virtual Reality The Internet Interactive 800 numbers Kiosks

27 Alternatives for the Interactive Soul
CD-Rom - limited by households with the PC capability great for tourism Virtual Reality - can visualize the product and its demonstration in 3D Internet - growing access to the WEB - can promote products, catalogs, firms here to catch surfers

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