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PART THREE EFFECTIVE ADVERTISING MEDIA Chapter 8 Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice Revised by Chutinun K, 2014. PRINT&OOH MEDIA Key Points • Identify the strengths and weaknesses of newspapers • Describe the key factors that advertisers should know to make effective decisions about advertising in magazines • Analyze why packaging is such an important advertising opportunity • Discuss factors that advertisers should consider in making out-of-home media decisions • Outline the factors that advertisers use to make decisions about using directory advertising Print Media • Print advertising includes printed advertisements in newspapers, magazines, brochures, posters, and outdoor boards • Readers find that reading a publication is more flexible. • Print provides more detailed information, rich imagery, Newspaper • Primary function: to carry news • Target selectivity: allows newspapers to target specific consumer groups Newspaper Types of Newspaper Advertising • Classified: ad by individual or business co. to sell their personal goods generally appears in distinct sections - based on their ad category in a designated newspaper classified pullout. • Display: 1. Run-of-paper(ROP) rate: ad can be appeared anywhere except the editorial page 2. Preferred-position rate: select the position • Supplements: Free-standing insert (FSI) set of ad inserted into the newspaper more attention, greater control over quality e.g. grocery ads Newspaper Advantage & Disadvantage Advantage • Range of market coverage • Comparison shopping • Positive consumer attitudes • Flexibility Disadvantage Short life span Clutter Poor reproduction Limited coverage of certain group • High cost • • • • Newspaper Use newspaper if… • You try to reach a local & national market • You are a local business * • You desire extensive market coverage • You don’t need to demonstrate the product • You have moderate to large budget * Magazine Types of Magazine Audience focus • Consumer magazines Directed at the end consumer e.g. Praew, Dee-chan • Business magazines – Trade magazines – Industrial magazine – Professional magazine: • Farm magazines Other classifications Factors explain how magazines are classified. o o o o o Geography Demographics Editorial content Physical characteristics Ownership Magazine Formats of Magazine Advertising • One page: ordinary format • Double-page spread: two pages face each other – Gutter: the white space running between the inside edge of the pages – Bleed page: without outside margins, the color extends to the edge of the page • Gatefold: two connecting pages that fold in on themselves • Photo essay ad: a set of photographs that are intended to tell a story or evoke a series of emotions in the viewer • Advertorial: special ad page that looks like the article with the word “Advertising” Magazine Advantage & Disadvantage Advantage • • • • • • Target audience Audience receptivity Long life span Format Visual quality Sales promotions Disadvantage • • • • Limited flexibility Lack of immediacy High cost Distribution Magazine Use magazine if… • You have well-defined target audience • You want to reinforce or remind audience • Your product must be shown accurately and beautifully • You need to relate moderate to extensive information • You have moderate to large budget Out-of-Home (OOH) Types of out-of-home advertising • Outdoor advertising: Billboards, , etc. in public locations – Format: Printed Poster VS Painted Bulletin (extensioncutouts) – Consideration: location, target, traffic Out-of-Home (OOH) Types of out-of-home advertising • On-Premise Signs: Retail signs that identify stores • Posters: Used on the sides of buildings and vehicles, as well as on bulletin boards and kiosks • Kiosks: Designed for public posting of notices and advertising posters • Transit advertising: Places ad in vehicles e.g. bus, train, taxis and subway stations e.g. BTS – Exterior transit ad – Interior transit ad Out-of-Home (OOH) Advantage & Disadvantage Advantage • High impact medium – Larger-than-life visuals – Hard to ignore structure • Least expensive • Reach target Disadvantage • Passive medium: Message could fail to be seen or have impact • Extensive regulation Out-of-Home (OOH) Use Out-of-Home if… • You are local business that wants to sell locally • You are regional or national business that wants to remind or reinforce • Your product requires little information and little demonstration • You have small to moderate budget Packaging • Both a container and a communication vehicle • The last ad a customer sees before making the decision to buy • Constant brand reminder once on the shelf at home or in the office Directory Directory Advertising • Books that list names, phone numbers, and addresses of people or companies • Tells people where to go to get the product or service they want • Reaching an audience who already in need of something – Yellow Pages – Other Directories