chapter twelve traditional advertising media. media vs. vehicles media the general communication...
TRANSCRIPT
Chapter Twelve
Traditional Advertising Traditional Advertising MediaMedia
Media Vs. VehiclesMedia Vs. Vehicles
Media
The general
communication
methods that carry
advertising messages
e.g., television, magazines,
newspapers, etc
Vehicles
Specific broadcast
programs or print
choices in which
advertisements are
placed
e.g., Friends, NBC Evening News, Time,
Cosmopolitan2
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 MediaTraditional Major Advertising Media
Out-of-home advertising
Magazines Radio
Newspaper
Television
3
Which Media Do It Best?Which Media Do It Best?
Media
Comparison
Things to Consider:
4
Out-of-Home (Outdoor) AdvertisingOut-of-Home (Outdoor) Advertising
• >$5 Billion per year• Regarded as supplementary• Examples:
5
Out-of-Home (Outdoor) AdvertisingOut-of-Home (Outdoor) Advertising
400,000 billboards in the US
Designed with name recognition as the primary objective
Two major forms:
(1)
(2)
Billboard AdvertisingBillboard Advertising
• Alongside highway and heavily traveled locale
• Silk-screened or lithographed
• Sold on a monthly basis
Poster Panels Painted Bulletins
• Hand painted directly on the billboard
• Purchased for 1-3 year period
• To achieve a consistent and relatively permanent presence
Billboard AdvertisingBillboard Advertising
Example of a poster panel8
Billboard AdvertisingBillboard Advertising
Example of a
painted bulletin
Billboard AdvertisingBillboard Advertising
Restaurants and Liquor:
*
*Other advantages and limitations of outdoor medium: See text
10
NewspapersNewspapers
• 60 million households during week and nearly 62 million on Sundays
• Historically leading advertising medium but declining in recent years
NewspaperNewspaper
• 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
Magazine AdvertisingMagazine Advertising
• Hundreds of special - interest magazines
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Buying Magazine SpaceBuying Magazine Space
Rolling Stone adult
demographic profile
Buying Magazine SpaceBuying Magazine Space
Rolling Stone
General Rate Cardwww.mediastart.com
Magazine’s Magazine’s
• 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
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Simmons Market Research Bureau Simmons Market Research Bureau and Mediamarkand Mediamark
• Audience size and composition Audience size and composition for 100 publicationsfor 100 publications
• Broadcast exposure and usage Broadcast exposure and usage of over 800 consumer products of over 800 consumer products and servicesand services
• Lifestyle informationLifestyle information
• Media usageMedia usage
Television AdvertisingTelevision Advertising
• What % of all households have televisions?
• Uniquely personal and demonstrative yet expensive
18
TelevisionTelevision
• 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
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TelevisionTelevision
• Advertising is placed only in selected markets
• Regional-oriented marketing and geodemographic segmentation of consumer markets
Syndicated
Network
Spot
Cable
Local
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TelevisionTelevision
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
21
TelevisionTelevision
• 80% of households with television sets
• Narrow areas of viewing interest
• Cable subscribers are more economically upscale and younger
Syndicated
Network
Spot
Cable
Local
22
TelevisionTelevision
• Local advertisers are turning to television
• inexpensive during the fringe time
Syndicated
Network
Spot
Cable
Local
23
TelevisionTelevision
• 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
See TextSee Text
• Radio
• Informercials
• Product Placements
• “How to Buy” details
• More to Come: » Audience Measurement