TYPES OF ADVERTISEMENT MEDIA
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Transcript of TYPES OF ADVERTISEMENT MEDIA
Advertising mediaA source to deliver the advertising message
It helps to carry the idea or message of the “Advertiser” to the masses or target group
Media Planning Media planning refers to an analytical method for
taking media decisions and describes the process of taking the message across to the target audience at the right time and place, and using the right media vehicle
Questions???????
1. what is our target audience and how to reach it?
2. How many time should we reach it?
3. When should we reach it?
4. Where should we reach it?
5. At what cost should we reach it?
“Media planning is the process designing a course of action that shows how advertising funds will be used in purchasing time and space and how they all should be utilized to contribute for achieving different objectives of advertising”
“Media planning means taking decisions about the selection of a media type and the media vehicle”
MEDIA PLANNING To decide which media to use
To decide which specific media vehicle to use
To decide how to use the media
To decide when to use them
To decide where to use them
Concept Of Media Planning• Situation
• Marketing objective
• Marketing strategy
• Action plan
Marketing plan
• Promotional strategy
• Advertising objectives
• Advertising strategy
• Creative execution budget
Advertising plan
• Media objectives
• Media strategy
• Media vehicles
• Media schedule
Media plan
Different method of advertising media
Media of advertisement
Printer press media
NewspapersMagazines &
journal
Broad cast media
Radio Television
Newspaper AdvertisingPreferred media for local advertising of retailers
Also a media for business advertising, corporate advertising, financial advertising, legal notice and social advertising
Newspaper Advertising
©2005 Pearson Education Canada Inc. 5-20
Local market circulation and readership make newspapers an attractive medium.
1. Newspapers are ideal for a “key market” media strategy.
2. Newspapers are attractive to national advertisers, and national and local retailers.
3. Newspapers offer “merchandising” opportunities.
Disadvantages of newspapers Having a very short life
Limited coverage
Advertisement may go unnoticed
Suffer s from literacy barrier
Lack of art work
Lack of drama &emotion
Demonstration of product features not effective
Overtaken by TV in speed
Average time devoted to news paper reading is very low
Advantages1. It is flexible &timely
2. High choice of market
3. Repetitive value
4. Prompt response
5. Message received at home in a relaxed atmosphere
6. Trusted
7. Regular attention
8. Detailed coverage
9. Written words has more credibility
10. Reader loyalty
Magazine Advertising
©2005 Pearson Education Canada Inc. 5-27
Magazines are excellent at targeting precisely defined audiences.
1. Magazines are a “class” medium instead of a “mass”medium.
2. The clustering of ads has a negative influence on message impact.
3. Magazines are ideal for “profile matching” media strategies.
MAGAZINES & JOURNALSPublished weekly, monthly, quarterly or even annually
Generally read at leisure and with attention
Effective shelf life
general magazines
specialized magazines
special issues
Advantages1. Meant for a special group of readers
2. Have got a large shelf life
3. Better presentation and display
4. Good number of subscribers
5. Helpful in giving publicity to firms name
Disadvantages1. Having a high cost
2. Lack of flexibility
3. Limited circulation
4. Limited coverage
5. Not suitable for certain ads
Assessing Media Alternatives
©2005 Pearson Education Canada Inc. 5-31
Medium Pro Con
Newspaper Local Reach Short Life
Key Market Coverage Clutter
Magazine Targeting Clutter
Message Quality Low Frequency
Other forms Inland letters
Post cards
Water &telephone bill
Telephone directory
Electricity bill
Carry bags
Match bags
Gift items
Radio Advertising
©2005 Pearson Education Canada Inc. 5-35
In radio all decisions are usually based on demographics.
1. Station format determines the audience profile.
2. Radio is ideal for reaching targets defined by age.
3. Radio is an important medium if a “key market” strategy is recommended.
Weakness
audio medium only
Operational limitations
Limited commercial time available
Limited availability of commercial radio
Advantages Provide message at home
Needs less efforts on the part of listeners
Elements of flexibility and time
Allow message to masses
Economical media
Disadvantages Requires repetition
Unsuitable for certain products
Having no pictorial representation
It is perishable in nature
TV Advertising Alternatives
©2005 Pearson Education Canada Inc. 5-41
Factors such as the budget available and market coverage priorities influence television decisions. TV is expensive.
• Network Spots
• Selective Spots
• Local Spots
• Sponsorships
• Branded Content
ADVANTAGES1. Emotional context
2. Image building
3. Creative use of environment and mental make-up of viewers
4. Evocation of experience
5. Familiar and friendly voice
6. Excellent quality of production
7. High on credibility
8. Larger than life image
Disadvantages 1. Too much viewing bad for eyes
2. Too much sex and violence
3. An immobile medium
4. Difficulty to gain enquiries
Assessing Media Alternatives
©2005 Pearson Education Canada Inc. 5-44
Medium Pro Con
Television Impact High Cost
Reach Clutter
Radio Targeting Fragmentation
Frequency Message (Sound only)
The strengths and weaknesses of all media options are evaluated.