Download Mediums of Advertising

Mediums of Advertising
 To reach the consumer, advertisers
employ a wide variety of media. In
Canada, newspapers are still the most
popular advertising medium, followed by
television, magazines, radio and outdoor
advertising. Each day about one in five
Canadians above the age of 18 buys a
daily newspaper, one of the highest
ratios in the world
Top 10 Advertising Markets
 By Comparison:
There are six mediums of
advertising:






Newspapers
Television
Magazines
Radio
Outdoor Advertising
The Internet
 Which is the most popular today?!!
 "According to Deloitte's fifth edition 'State
of the Media Democracy' survey, 71% of
Americans still rate watching TV on any
device among their favorite media
activities. In addition, 86% of Americans
stated that TV advertising still has the
most impact on their buying decisions.”
Which type of advertising has the
most impact on buying decision?
Mediums of Advertising
Television - 83%
Magazines - 50%
Online - 47%
Radio - 32%
Billboards - 13%
Newspapers
 Allow advertisers to reach readers of all age
groups, ethnicities and income levels
 There are two types:
 Classifieds
 Display advertisements
 Ads typically make up 65% of the content and
revenue in a paper
 Used for timely information – leading to
immediate sales
 Published daily depending on the size of city
Television
 Commercials are bought in units of time 15, 30 or 60
seconds in length and millions of dollars is cost
 Combine sight, sound and motion, but TV spots are too
brief to provide much product information
 Works best on cars, fashion, food, beverages –
common products that require little extra information
 Depending on the time slot purchased, commercials
can run over millions of dollars for one 30 second
commercial
 Ie: Superbowl – approximately 2.7 million for one 30 second
commercial
 High Nielson ratings – often reaching more than 90 million
viewers
 High anticipation by consumer audience
Magazines
 Specialized, narrow audience
 Targeted markets
 Beautiful colour photos – can build
product image but very expensive
 Used for national advertising
Radio
 90% of all radio advertising is local
 Most popular stations for you?
 Allows advertisers to reach a narrow, specific
audience
 They are easily misunderstood and ignored
 Work best when messages are simple and
familiar
Outdoor Advertising
 Aka: billboards
 Reaches our mobile and commuting audience
 Toronto commuting times are worst of 19 major cities:
 At 80 minutes per round trip, Toronto commuters spend 24
minutes a day longer dragging themselves to and from work than
people in Los Angeles, 12 minutes longer than New Yorkers, and
32 minutes longer than residents of Barcelona.




Lowest cost of any advertising medium
Produces major impact – big, colourful, hard to ignore
Messages are brief
More used as reminder than sellers
Ikea – for the holidays..
‘The Back Seat’s No Safer’
The Economist
Adidas – World Cup –
Munich Airport
McDonalds – Triple Thick
Milkshakes
The Internet
 Examples of online advertising include contextual ads
on search engine results pages, banner ads, Social
network advertising, online classifieds, advertising
networks, email marketing, including email spam.
 major benefit = the immediate publishing of information
and content that is not limited by geography or time +
personalizing messages
 Since 2007, the Canadian online advertising revenue
climbed to 1.2 Billion and quadrupled in just 5 years
 What does this mean for the future of television advertising?
Social Media Revolution
Discuss:
1) Thoughts from this video?
2) Go back to first question – what is the
most popular form of advertising today?
Most effective approach is a combination of
several mediums, integrating specifically
with online forums.
Your homework for
tonight!
 WATCH TV!! Or Watch Youtube ads
 Find two commercials to share with the class:
 One commercial that you feel is poorly done or has
a negative impact on society
 One commercial that you think is great or has a
positive impact on society.
 Send to me over Google docs – attach the link and
write a brief description as to why you think the ad is
positive vs. negative
Pros and Cons of Media
 Miss Representation:
 a film that explores how the media’s
misrepresentation of women has led to
the underrepresentation of women in
positions of power and influence.
 How do men in the class feel about the
way women are portrayed in traditional
media? Have you thought about it?