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Transcript
Categories of Media (Mediums / Outlets) Media/Mediums are the agencies, means, or instruments used to convey advertising messages to the public. The fourgeneral categories of advertising media are: •Print •Broadcast •Specialty •Online Print Media • Is written advertising… • These are among the oldest and most effective forms of advertising. • Forms of Print Media include: Newspapers, Magazines, Books, Brochures, Pamphlets, Mailings, Billboards Magazine Advertising Consumer Magazines = read for personal pleasure or interest Business/Trade Magazines = appeal to certain groups of people ADVANTAGES Target Market Have a longer life span Read slowly = More likely to be remembered Better print quality Variety of formats DISADVANTAGES Less mass appeal More expensive Deadlines Direct-Mail Advertising “Junk Mail” Sent directly to prospective customers Newsletters, coupons, catalogs, circulars… Often enclosed with monthly bill Target market determined from current customer records, purchases ADVANTAGES Highly selective Wide choice of ad formats Can use incentives DISADVANTAGES Low level of response Seen as junk mail Customer lists get old High cost Directory Advertising • Telephone directories • White Pages, Yellow Pages ADVANTAGES Relatively inexpensive Long life span DISADVANTAGES Not timely Do people still use it? Transit Advertising • Printed posters inside trains • Exterior posters on taxis and buses • Computerized Signs ADVANTAGES Wide audience DISADVANTAGES Unavailable in some areas Just transit routes OUTDOOR ADVERTISING Nonstandardized = used by local businesses, placed outside their business or other locations in the local community Standardized = used by local, regional, or national advertisers; placed along roads, highways 1. Posters = billboards put up like wallpaper 2. Painted Bulletins = painted billboards 3. Spectaculars = outdoor ad signs using lights and moving parts; located in cities Outdoor Advertising (cont.) ADVANTAGES Highly visible Relatively inexpensive DISADVANTAGES Restrictions Limited viewing time Unknown audience Newspaper Advertising ADVANTAGES Large number of readers High interest content Target ads to certain people Cost is relatively low Timing, timing, timing DISADVANTAGES Wasted circulation Life is short Black and White format Broadcast Media • Includes Radio, Television • The average person will spend nearly 10 years watching TV and 6 years listening to the radio over a lifetime. • People are more likely to believe information they get from television than from print media • Most EXPENSIVE FORM OF ADVERTISING Television Advertising • Most are 30 – 60 seconds • Infomercials = 30 minutes ADVANTAGES Demonstrate a product’s features and benefits Can focus on a target market DISADVANTAGES Highest production costs Audience is not assured DVR Radio Advertising • Reaches 96% of people over 12 • 15-, 30-, or 60-second time slots ADVANTAGES Select audience Flexibility Taken anywhere DISADVANTAGES Short life span High competition among radio stations Distractions Online Advertising Banner Ads Google AdSense Pop-Ups Web Sites Social Media ADVANTAGES Can DISADVANTAGES measure hits Seen as an annoyance Target market Low response rates reported Specialty Media • Useful items with an advertisers name. • Relatively inexpensive. • Examples of Specialty Media include: calendars, bags, magnets, calculators, pens and pencils, memo pads, and key chains. What is an Infomercial? • Paid Programming • Direct response television commercials which generally include a phone number or website. • Long-form infomercials = 15 to 30 minutes+ in length • Short-form infomercials = 30 to 120 seconds in length.