Chapter Number TenMedia Selecting in Advertising

Modular:

Afjal Hossain,

Assistant Professor, Department of Marketing, PSTU

Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2nd ed.

The way through which an advertisement is placed or represented is called media.

It comes from the singular word ‘Medium’ which refers to each specific way. Ex: Television is a medium.

The collection of all medium is called media. Ex: Collection of print, broadcast, out-of-home & interactive communication.

Definition of Media

1. Television2. Radio3. Outdoor4. Internet5. Magazines6. Newspapers7. Direct Mail8. Telemarketing9. Others

Forms of Media

1. Television

Ad with television is a catchy musical tune, sexy content or motion that grab the viewers' attention.

With this form, it is possible to incorporate images and sounds to persuade the viewers.

Forms of Media (continued)

1. Television

Advantages: High reach High frequency potential Low cost per contact High intrusion value (motion, sound) Quality creative opportunities Short lead time

Forms of Media (continued)

1. Television

Disadvantages: Greater clutter Low recall due to clutter Channel surfing during commercials Short amount of copy High cost per ad

Forms of Media (continued)

2. Radio

Ad through this media is low cost option

The key is to be careful selection, time selection and construction of the ad

Forms of Media (continued)

2. Radio

Advantages: Recall promoted Narrower target markets Ad music can match station’s programming High segmentation potential Flexibility in making new ads Able to modify ads to fit local conditions Intimacy (with DJs and radio personalities) Mobile people carry radios everywhere Creative opportunities with music and other sounds

Forms of Media (continued)

2. Radio

Disadvantages: Short exposure time Low attention Few chances to reach national audience Overload Target duplication when several stations use the

same format

Forms of Media (continued)

3. Outdoor

Billboards along major roads are the most common form of outdoor advertising.

Signs on Cabs, buses, park benches and fences of sports arenas are also types of outdoor advertising.

Forms of Media (continued)

3. Outdoor

Advantages: o Able to select key geographic areaso Accessible for local adso Low cost per impressiono Broad reacho High frequency on major commuter routeso Large, spectacular ads possible

Forms of Media (continued)

3. Outdoor

Disadvantages: • Short exposure time• Brief messages• Little segmentation possible• Cluttered travel routes

Forms of Media (continued)

4. Internet

Ad with internet is today much more popular to the target markets because of downloading feature.

Evidence shows that television audiences are migrating to the internet.

Forms of Media (continued)

4. Internet

Advantages: Creative possibilities Short lead time to send ad Simplicity of segmentation Easier to measure responses directly High audience interest on each web site

Forms of Media (continued)

4. Internet

Disadvantages: Clutter on each site Difficult procedures to place ads and buy time Only for computer owners Short life span Low intrusion value Hard to retain interest of surfers

Forms of Media (continued)

5. Magazines

For many years, magazines have always been a second choice.

Magazines advertising is three times more cost effective than television.

Forms of Media (continued)

5. Magazines

Advantages: High market segmentation High color quality Long life Targeted audience interest by magazine Direct response techniques (e.g. coupons, web-

addresses, toll-free numbers) Availability of special features (i.e. scratch and sniff) Read during leisure time (longer attention to ad)

Forms of Media (continued)

5. Magazines

Disadvantages: High cost Little flexibility High level of clutter Long lead time to ad showing Declining readership (some magazines)

Forms of Media (continued)

6. Newspapers

For many small local firms, newspapers, billboards and local radio programs are the only viable advertising options.

Newspapers can be distributed daily, weekly or in partial form as the advertising supplements found in the front sections of many grocery stores and retail outlets.

Forms of Media (continued)

6. Newspapers

Advantages: • Priority for local ads• High flexibility • High credibility • Strong audience interest• Longer copy-message possible• Cumulative volume discounts• Coupons & special-response features

Forms of Media (continued)

6. Newspapers

Disadvantages: o Poor buying procedureso Short life spano Major clutter (especially holidays)o Poor quality reproduction (especially color)o Internet classified competition

Forms of Media (continued)

7. Direct mail

companies send ad directly to target markets of customers through mailing lists.

Theses firms mails free samples, coupons, and other special features to potential customers on a daily basis.

Example like Wal-Mart, KFC, Pizza Hut etc.

Forms of Media (continued)

7. Direct mail

Advantages: Lands in the hands of the target person Offers direct-response programs Targeted to geographic market segments

Forms of Media (continued)

7. Direct Mail

Disadvantages: More Expensive for color brochure Highly cluttered Annoyed by nuisance

Forms of Media (continued)

8. Telemarketing

Advertising goes through the telephone or mobile phone is called telemarketing advertising.

Example like broadband connection or public service advertising.

Forms of Media (continued)

8. Telemarketing

Advantages: Personalized Real-time interaction Attention getting Measurable results

Forms of Media (continued)

8. Telemarketing

Disadvantages: Costly Ugly image intrusive

Forms of Media (continued)

9. Others

(a) DirectoriesThis type of advertising is mainly used by B2B companies or retailers. Ex: Yellow pages.

(b) InfomercialsThis is generally a 30-minutes commercial program that demonstrate a product, presents testimonials from satisfied users, and offers viewers one or more ways to buy the product direct.

(c) Interactive TVThe convergence of computer, television and the internet is referred to interactive TV. This type of technology allows viewers to respond directly to TV commercials with a click of the remote control or a remote keyboard. Viewers can order movies instantly rather than making a phone call.

Forms of Media (continued)

(d) Cinema & VideoThe advertisement which is shown before starting a movie or after the interval of the movie then it is called cinema advertising. The advertisement which is shown in a compact disc along with the movie then it is called Video advertising.

(e) Nontraditional MediaThis type of advertising reaches people in unintentional ways – in the streets or unexpected place. Ex: Hot-air balloons, side-walk painting, toilet-stall doors, mouse-pad, ATM screens, race cars, coffee cup/ mugs etc.

Other Forms of Media (continued)

Some new ways are available for companies sending out advertisements:

1. Mall kiosk ads2. Ads send by fax 3. Ads on T-shirts & Caps4. Small, freestanding road signs5. Leaflets, brochures & carry-home menus6. Yellow pages & phone book advertisements7. In-house advertising magazines placed by airlines in seats8. Ads shown on video replay scoreboards at major sports events9. Self-run ads in motel rooms on television, towels, ice chests and so on10. Ads on carry-home bags from stores (grocery stores & retail outlets)11. Ads on movie-trailers both in theaters & on home video rental products12. Ads on the walls of airports, subway terminals, bus terminals & inside cabs & buses or

transit advertising

Alternative Form of Media

Alternative Form of Media

Some pros & cons about new ways of advertisements:

1. Small, freestanding road signs effectively gain attention.

2. Yellow pages ad has become more difficult as additional firms enter into the phone book preparation market.

3. Mall kiosk ads are placed in high traffic areas but are easily defaced by vandals.

4. Ads sent by fax are low cost and can be highly targeted.