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Name:_____________________________________ Date:________________ Period___________________ Print Media Advantages & Disadvantages Comparison Chart Complete the chart below by providing an example of each form of print media as well as summaries of the advantages & disadvantages for each media. Media Type Example Advantages Disadvantages The printed advertising message has both Newspaper permanence and desired obsolescence. segments of your market by placing your ads for the reader’s attention. in different sections of the paper such as: sports, comics, crosswords, news, Any given advertising message must compete You have no assurance that every person who receives the newspaper will read your ad. It has a relatively short life span classifieds, etc. An advertiser has flexibility in terms of ad size and placement messages. Magazine Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience or whose editorial content specializes in topics of interest to your audience. High reader involvement means that more attention will be paid to your advertisement Better quality paper permits better color reproduction and full-color ads The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out Marketing Summer 2006 140 Long lead times mean that you have to make plans weeks or months in advance The slower lead time heightens the risk of your ad getting overtaken by events There is limited flexibility in terms of ad placement and format. Space and ad layout costs are higher Name:_____________________________________ Date:________________ Direct Mail Outdoor Period___________________ Your advertising message is targeted to those most likely to buy your product or service. Marketing message can be personalized, thus helping increase positive response. Your message can be as long as is necessary to fully tell your story. Effectiveness of response to the campaign can be easily measured. You have total control over the presentation of your advertising message. Your ad campaign is hidden from your competitors until it's too late for them to react Active involvement - the act of opening the mail and reading it -- can be elicited from the target market. Some people do not like receiving offers in their mail, and throw them immediately without even opening the mail. Resources need to be allocated in the maintenance of lists, as the success of this kind of promotional campaign depends on the quality of your mailing list. Long lead times are required for creative printing and mailing Producing direct mail materials entail the expense of using various professionals copywriter, artists, photographers, printers, etc. Can be expensive, depending on your target market, quality of your list and size of the campaign. Since it is in the public domain, Outdoor Advertising assuredly reaches its audience. It's messages work on the advertising principle of "frequency." Since messages stay in the same place for a period of a month or more, people who drive by or walk past see the same Particular locations can be acquired for certain purposes. A billboard located a block in front of your business can direct is a glance Messages must be brief to fit in that 2-3 second time frame. Ninety-five The nature of the way you have to buy outdoor advertising (usually a reach rural areas efficiently by placing a three month commitment) is not conducive to a very short, week-long billboard in each small town. campaign. people to your showroom. Or you can advertising percent of the time, either the message or the audience is in motion. message a number of times. Outdoor medium. At best, it only draws 2-3 seconds of a reader's time. most Outdoor advertising is an excellent adjunct to other types of advertising you are doing. In fact, it is most effective when coupled with other media. Marketing Summer 2006 140 Name:_____________________________________ Date:________________ Directory Transit Marketing Summer 2006 140 Period___________________