Download Forms of Media (continued)

Chapter Number Ten
Media Selecting in Advertising
Modular:
Afjal Hossain,
Assistant Professor, Department of Marketing, PSTU
Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2nd ed.
Definition of Media
 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.
Forms of Media
1.
2.
3.
4.
5.
6.
7.
8.
9.
Television
Radio
Outdoor
Internet
Magazines
Newspapers
Direct Mail
Telemarketing
Others
Forms of Media (continued)
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:
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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:
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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:
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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
o
o
o
o
o
Able to select key geographic areas
Accessible for local ads
Low cost per impression
Broad reach
High frequency on major commuter routes
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:



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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:
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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:
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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
o
o
o
Poor buying procedures
Short life span
Major clutter (especially holidays)
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:
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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) Directories
This type of advertising is mainly used by B2B companies or
retailers. Ex: Yellow pages.
(b) Infomercials
This 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 TV
The 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.
Other Forms of Media (continued)
(d) Cinema & Video
The 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 Media
This 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.
Alternative Form of Media
Some new ways are available for companies
sending out advertisements:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
Mall kiosk ads
Ads send by fax
Ads on T-shirts & Caps
Small, freestanding road signs
Leaflets, brochures & carry-home menus
Yellow pages & phone book advertisements
In-house advertising magazines placed by airlines in seats
Ads shown on video replay scoreboards at major sports events
Self-run ads in motel rooms on television, towels, ice chests and so on
Ads on carry-home bags from stores (grocery stores & retail outlets)
Ads on movie-trailers both in theaters & on home video rental
products
12. Ads on the walls of airports, subway terminals, bus terminals & inside
cabs & buses or transit advertising