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Types of Print Media. …and when to use them. We want your business to be successful!. In today’s competitive market, you need every advantage to maintain your market share . • Move products today • Awareness component • Showcase merchandise

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types of print media

Types of Print Media

…and when to use them

slide4

• Move products today

• Awareness component

• Showcase merchandise

• Ad copy includes compelling reasons why consumers should choose the product/company

WHAT IS MERCHANDISING?

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• Build name awareness

• Ad copy contains positioning statements and client value statements.

• Smaller ads with more frequency

• Top of Mind Awareness

Think Coke, Chevy, Target, McDonalds, Apple

WHAT IS BRANDING?

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A medium where buyers usually seek sellers of products and services. Most consumers who reference Yellow Pages already have the name of a business in mind.

Therefore, it may not be necessary for an advertiser to allocate valuable media dollars for a large display ads. A simple listing including name, address and phone number is what consumers generally expect to find in the Yellow Pages.

YELLOW PAGES

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STRENGTHS

• 98.7% of all adults are aware of Yellow Pages as a resource

• Available 24/7

• Distributed to every home and business

• Reach customers when they are ready to purchase

• Close at hand; easy to use

• Shop by phone: save time, gas and energy

• Quick reference of all businesses

YELLOW PAGES

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WEAKNESSES

• Multiple phone books are expensive

• Can’t offer special offers or pricing

• No copy changes or corrections for more than a year - you can’t respond to business or market changes

• Ads can direction motivation but not create motivation

• Competitive environment: all competitors are displayed together

• Salespeople often call 6-8 months in advance of publication

• 65% of people already have a business name in mind when they turn to the Yellow Pages.

YELLOW PAGES

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While most adults have a favorite radio station, this audience is fragmented by more than 20 formats in a given market.

Since there are so many formats splitting the radio audience, advertising must occur frequently to build reach.

RADIO

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STRENGTHS

• Portable, free to users and very accessible - some homes have at least one radio for every room

• Delivers a targeted audience with high levels of frequency

• Copy can be changed up to minutes before airing

• Offers unique sponsorship opportunities for many businesses

• Creates a sense of urgency and excitement for events and sales.

• Reasonably priced frequency medium during prime selling hour

RADIO

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STRENGTHS

• Frequently turned to for late-breaking news and emergency conditions

• Strong medium for younger demographics

• Most production is free or very inexpensive

• Can be affordable to dominate a radio station

RADIO

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WEAKNESSES

• Cannot give complete information on multiple items per ad

• Satellite radio and CDs reduce commercial radio audiences

• Significantly lower total reach per station than newspapers or TV

• Lacks credibility of newspapers

• Very fragmented - multitude of radio choices in very similar demographic target markets encourages “station surfing”

• Intangible medium - you’re buying “air” - consumers cannot refer back to or carry your advertisement

• Difficult to buy due to variances of rate policies and ratings

RADIO

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With more than 111 million TV households nationwide, TV has the potential reach the vast majority of adults in the U.S.

But only 45% of adults are watching TV during an average half-hour of primetime, the peak hours of viewership.

Also, the number of available channels has increased from 10 in 1980 to 107 in 2006, significantly fragmenting the TV landscape.

TELEVISION

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STRENGTHS

• Reaches large, mass audience with single exposure

• In general, people spend more time with TV than with any other medium

• The combination of sight and sound can create awareness, interest and desire

• Executed properly, TV can lend prestige, glamour and drama to products

• Well-crafted ads can effectively convey a range of selling messages, emotions and information in a memorable, entertaining way

TELEVISION

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WEAKNESSES

• 48% of adults do 68% of TV viewing and upscale consumers watch much less TV

• Short commercials limited detailed messages.

• TiVo and DVR - most people fast forward through commercials

• TV clutter has increased due to 15- and 30-second spots

• Only 5% of viewers can recall the previously advertised brand 8 minutes after viewing the ad

• Cable has fragmented audiences

• Production of quality commercials is expensive

TELEVISION

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CABLE TELEVISION

Cable household penetration is 87%.

The vast number of cable networks splinters the TV audience and makes it more elusive to advertisers.

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STRENGTHS

• Specifically-programmed channels allow targeting a particular viewership and consumer group

• Penetration and ratings are growing while network TV declines

• More inventory

• Relatively low rates on local cable systems allows high ad repetition

• Viewing in affluent households is higher than broadcast TV

• National cable networks can lend prestige to local advertisers

CABLE TELEVISION

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WEAKNESSES

• So many channels, audience is fragmented

• Even though commercial costs are low, audiences are small

• Effectiveness depends on cable penetration of a local market

• More spots means more clutter which encourages “Channel surfing”

• Poor commercial production can lower the advertiser’s image

CABLE TELEVISION

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STRENGTHS

• Daily source for accurate news and information

• Only industry protected by the Constitution

• Broad reach throughout the market; or zoned to target specific audiences

• Newspapers use color to attract attention which generates excitement, enhances the appeal of advertising and sells 43% more merchandise on average

• Newspapers allow great flexibility - ads in specific sections targeted to the audience you want to reach, Post It notes on the front page. Advertisers can place their messages where they will have the highest likelihood of being read and acted upon by their target audience.

NEWSPAPERS

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STRENGTHS

• Daily newspapers have relatively short lead times for ad insertion. This is a major benefit for advertisers who need to move fast, as well as allows marketing tie-ins to weather, sports events, elections and special programs such as awards ceremonies.

• Newspapers let businesses achieve a wide variety of marketing and advertising goals. For example: Small space ads scattered throughout tan issue attract many different readers at once, continuous schedules built reach over time, double truck spreads get attention.

NEWSPAPERS

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• 49% of adults read a newspaper on an average weekday

• 56% of adults read a newspaper on ana average Sunday

• 69% of adults read a daily newspaper in the past five days

• Customers for many products and services are also the heaviest newspapers readers.

• Newspaper sections provide advertisers with unique targeting opportunities

• The newspaper is the most used advertising source for coupons

• The newspaper is read by the majority of consumers planning their next vehicle purchase.

WHY NEWSPAPERS?