Ch 19 Sec 1 – Advertising Media
• The concept and purpose of advertising
• The different types of advertising media
What you’ll learn . . .
Newspaper Advertising
• Advantages– Large readership and a high level of reader
involvement– Advertisers can target certain people– The cost is relatively low– Ads are timely
• Disadvantages– Wasted circulation– Short life– Black and white (although many papers are
changing to color format)
Magazine Advertising
• Advantages– Can target audiences– Longer life span– Print quality is good– People keep magazines longer than
newspapers– Offer a variety of presentation formats
• Disadvantages– Less mass appeal within a geographical area– More expensive– Deadlines make them less timely
Direct-Mail Advertising
• Includes newsletters, catalogs, coupons, samplers, price lists, circulars, invitations, postage-paid reply cards, and letters.
Direct-Mail Advertising
• Advantages
– Can be highly selective
– Controlled timing
– Can be used to actually make the sale
• Disadvantages
– Low response level
– People think of it as “junk mail”
– Dated lists
– Cost is high
Outdoor Advertising
• Advantages
– Highly visible and relatively inexpensive
– 24-hour a day message and located to reach specific target markets
• Disadvantages
– Becoming more restricted – increasingly regulated
– Limited viewing time
Television Advertising
• Communicates with sound, action, and color.
• Prime time is between 8 and 11 p.m.
• Is appealing to large companies with widespread distribution.
Television Advertising
• Advantages– Can be directed to an audience with a specific
interest– Message can be adapted to take advantages
of holidays and special events• Disadvantages
– Highest production cost of any media type– High dollar cost for the time used– Actual audience size is not assured – people
leave the room or channel surf – effect of TIVO
Radio Advertising
• Radio reaches 96 % of people over 12 yrs Radio reaches 96 % of people over 12 yrs which makes it very effectivewhich makes it very effective
• Best times are “drive times” – morning and Best times are “drive times” – morning and late afternoon/early eveninglate afternoon/early evening
Radio
Radio Advertising
• Advantages– Can select an audience, such as teens
by choosing the right station– More flexible than print – messages can
be easily changed– It’s a mobile medium – can be taken just
about anywhere• Disadvantages
– Short life span – when broadcast, it is over
– Lack of visual involvement
Online Advertising
• Placing advertising messages on the Internet
• Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers search
Businesses Must
• Determine which media outlets best reach their target markets and achieve their promotional goals
• Determine which media outlets will stay within their promotional budgets.
Top Related