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Transcript
BA230 – Types of Media Media Mix Media Mix is the usage of various types of media which are strategically combined in an advertising plan. Media vehicle is a specific TV program, newspaper, or radio station or program Media planning is the proper plan to choose the right media at the right time for the right target audience. Types of “Traditional” Media • Television • Radio • Magazines • Newspaper • Out-of-Home • Cinema Print Media • Newspapers • Magazines • Out-of-home Newspapers • The structure of newspapers – Frequency of publication – Size – Circulation and net sales – Types of readers – Special Areas Advertising in newspapers – Classified – Display – Special advertisements – Supplements’ advertisements – Inserts Newspapers Advantages • • • • • • National and local ads Mass market coverage High credibility Strong audience interest Longer copy High flexibility Disadvantages • • • • Clutter Short time span Poor quality reproduction Limited audience Magazines • Structure of magazines – Audience (consumer, business, industrial, professional) – Geography – Demographics – Editorial content – Physical characteristics – Distribution and circulation Magazines Advantages • • • • • • High segmentation High color quality Long life ad. Direct response techniques Read during leisure Longer attention to ads Disadvantages • • • • Little flexibility High cost Clutter Compete for attention with other magazine features With cigarettes, your life goes to ashes. With cigarettes, your life goes to ashes. With cigarettes, your life goes to ashes. Radikal Futbol her gün Radikal’le ücretsiz Out of Home Ads • Includes everything from billboard to hot air balloons. Ads on buses, posters on walls, shopping kiosk, taxi signs, bus stops etc. Advantages of Out-of-Home • • • • Low cost Can be localised Can be used seasonally Easily changed to suit circumstances. Disadvantages of Out-ofHome • • • • • • Limited capacity Difficult to evaluate Difficult to target Vulnerability Noise Environmental restrictions Formats of Out-of-Home City light poster Billboard Source: www.wall.com.tr Bus stop Advertising pillar Megalight City Light Board Megaboard Transport Advertising • • Outside transport advertising Inside transport advertising Ambient Advertising Media It refers to almost any kind of advertising that occurs in some non-standard medium outside the home. Intrusive ads in public places. • • • • • • • • Supermarket trolleys Transport tickets Carrier bags Floor advertising Toilet-wall advertisements Beer mats Bookmarks ... Take your kids for a check-up of their jaws and teeth before it's too late. Dr. Rathenow specializes in early diagnosis and correction of children's defective jaws and teeth. Broadcast Media • Television • Radio • Cinema Structure of the Television Industry • Public television • Cable and subscription television • Local television Television Advertising • Forms of television advertising – Spots – Sponsorships – Participations – Advertorials – Product placements – Digital ads – Banner ads Advantages of TV Advertising • • • • • Realism Repetition Impact Appeal to retailers Links with other media. Disadvantages of TV Advertising • • • • • • • • • Lack of selectivity Impermanent medium Zapping Clutter Audience fade-out Cost Long production type Restrictions on content Erosion of target audiences. Structure of the Radio Industry • • • • AM-FM Public radio Web radio Satellite radio Radio Advertising • • • • Spot Ads Sponsorships National, local-regional ads Advertorials Advantages of Radio Advertising • • • • • • • • • Radios are cheap Mobile medium No need to be literate to enjoy radio Live medium Does not require the listener’s sole attention Can be localised Can be targeted to different people at different times of day Cheapness and flexibility of advertisement production Intimate medium. Disadvantages of Radio • • • • • Lack of visuals, audio medium only Relies heavily on audience imagination Inattention of listeners Low number of listeners Clutter Cinema Advertising • • • • • All the advantages of TV Also cannot be zapped Audience fade-out minimal Predominantly young audience Rising cinema attendance in recent years • Extremely flexible, relatively cheap.