4.02 – explain the types of advertising media
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4.02 – Explain the types of advertising media. MARKETING. ADVERTISING MEDIA. Advertising media are channels of communication Information travels through them to consumer. TYPES OF ADVERTISING MEDIA. Publications Newspapers Reach a large audience - PowerPoint PPT PresentationTRANSCRIPT
MARKETING
4.02 – Explain the types of advertising media
Advertising media are channels of communication
Information travels through them to consumer
ADVERTISING MEDIA
PublicationsNewspapers
Reach a large audienceJust about anyone can place an ad in a
newspaperNewspapers are divided into sections that
are useful in promoting different kinds of products
Newspapers vary based on:How often they are publishedTheir sizeGeographic area they cover (national,
regional, local)Whom they are intended to target
TYPES OF ADVERTISING MEDIA
PublicationsMagazines
Appeal to a very specific target audiencei.e. Golf Digest for golfers, Teen Vogue for
teenage girlsCan be classified based on the audience
they reach:Consumer magazines
For personal enjoyment – People, Sports Illustrated
Business magazinesAppeal to individuals in different industries or a
general population of workers – Business Week, BrandWeek
TYPES OF ADVERTISING MEDIA
Broadcast Media – considered a “time” media not a “space” media because the ads last only as long as they are on the airTelevision (Mass Media)+
Experience color, sound, and action making them easy to remember and believable
The most influential, best selling type of advertising media
Channels are chosen based on type of audience and costNetwork TV (ABC, NBC, CBS, FOX) reach a broad
audience but are extremely expensiveCable TV channel s target a more specific audience and
are less expensiveLocal TV targets a specific geographic and is the least
expensive
TYPES OF ADVERTISING MEDIA
TYPES OF ADVERTISING MEDIABroadcast Media
RadioEffective and
affordable way to reach your target market
Targets a specific audience through he stations format
Trends:National RadioBroadcasting over
the Internet
Direct MailPrinted Mail
Ex. Sales letters, catalogs (niche), flyers, postcards, etc.
Small businesses like to use because it is relatively inexpensive
Can be viewed as junk mail if it is not sent to the right people
Electronic Mail (e-mail)Popular because it is quick, easy and inexpensiveCan end up in SPAM folders - to avoid this ask
customers to sign up for newsletters and ads (opt-in email marketing)
TYPES OF ADVERTISING MEDIA
TYPES OF ADVERTISING MEDIAThe Internet
Has became the fastest growing media outlet
Can target a specific audience and track response
Ex. Business websites, ads on others’ websites or search engines, etc.
TYPES OF ADVERTISING MEDIA
Out-of-HomeExists to reach
people when they are away from home
Ex. Billboards, Signs, Transit posters (on things that move – i.e. bus, taxi, blimp, etc.), humans holding signs, etc.
Other Media (includes anything that has not been discussed previously)Directory Advertising – informs on how to
contact the business with phone number, address or websitePhone books (Yellow Pages) can target specific
geographics
Specialty Media – reminds people of your business, must have three criteria:Have the businesses name or logo on itMust be a useful item – i.e. pen, shirt, cap, etcMust be given away
TYPES OF ADVERTISING MEDIA
TYPES OF ADVERTISING MEDIAOther Media
(cont.)Telemarketing
Calling prospective customers and providing a 1-800 number for them to call
Movie Theater AdvertisingBefore the film,
posters & standups in the lobby
Other Media (cont.)DVD & CD-ROM
AdvertisingFree to introduce
the product to the customer
Product PlacementManufacturers pay
for the their products to be used as props in movies, TV, and computer games
TRENDS IN ADVERTISING MEDIAAds in Virtual Worlds
Companies creating avatars for businesses – i.e. Second Life
SMS TextSending ads through
text messagesCheap and can
target a specific audience
Consumers avoiding adsDo not call listSpam filtersPop up blockersDVR – but do you
still catch the brands while you are fast forwarding?