1 / 27

The World of Media

The World of Media. Overview. US Ad Spending by Medium. Today’s Media World. 3 Major Ad Media Categories:. Print Newspapers Magazines Out-of-Home Broadcast Radio Television Other Media Direct Mail, Yellow Pages, etc New Media. Today’s Newspapers. SIX TYPES OF ADVERTISING.

dulcina
Download Presentation

The World of Media

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The World of Media Overview

  2. US Ad Spending by Medium

  3. Today’s Media World 3 Major Ad Media Categories: • Print • Newspapers • Magazines • Out-of-Home • Broadcast • Radio • Television • Other Media • Direct Mail, Yellow Pages, etc • New Media

  4. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads

  5. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads 3. Legal Advertising

  6. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads 3. Legal Advertising 4. Classified Ads

  7. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads 3. Legal Advertising 4. Classified Ads 5. Pre-prints

  8. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads 3. Legal Advertising 4. Classified Ads 5. Pre-prints 6. Coupon Ads

  9. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads 3. Legal Advertising 4. Classified Ads 5. Pre-prints 6. Coupon Ads • ROP (Run of Press) • FSI (Free Standing Inserts)

  10. Today’s Magazines • Three Types of Magazines: • Consumer

  11. Today’s Magazines • Three Types of Magazines: • Consumer • General TV Guide - Publisher 4th largest in circulation

  12. AARP Bulletin #1 in circulation Today’s Magazines • Three Types of Magazines: • Consumer • General • Specialized

  13. Today’s Magazines • Three Types of Magazines: • Consumer • General • Specialized Bride’s Condé Nast #1 in ad pages

  14. Today’s Magazines • Three Types of Magazines: • Consumer • General • Specialized • Business or Trade Business Week McGraw Hill

  15. Today’s Magazines • Three Types of Magazines: • Consumer • General • Specialized • Business or Trade AdWeek - BPI- Trade magazine

  16. Today’s Magazines • Three Types of Magazines: • Consumer • General • Specialized • Business or Trade • Journals & Newsletters Journal of Advertising Education scholarly journal

  17. SRDS • Standard Rate & Data Service • Advertising rates • Discount structures • Other important information • Printed & Online • Virtually all media

  18. CPM - Cost Per Thousand • Cost efficiency • Formula: cost x 1,000 / audience • Example: $65,000 ad 895,000 circulation $65,000 x 1,000 / 895,000 = $72.63

  19. Out-of-Home • Bulletins • 30 sheets • 8 sheets • Outdoor consists of:

  20. Out-of-Home • Bulletins • 30 sheets • 8 sheets • Outdoor consists of: • +Transit & Kiosks • Purchased monthly, based on “showings”

  21. Showing • Daily impressions as a percent of total population. Example: Population = 150,000 25 Showing = 37,500 Daily Impressions 50 Showing = 75,000 Daily Impressions 100 Showing = 150,000 Daily Impressions

  22. Today’s Radio • Today, radio is a local medium • National Spot + Network $4.6 billion • Bought nationally/ played locally • Local Spot $14.9 billion • Sold by local stations • Bought by local advertisers

  23. A bigger, broader, more diverse audience • More select, upscale “niche” audiences Today’s Television • Network TV • Cable TV • TV Ratings - “Nielsens” • Tracked by Nielsen Media Research • GRP’s, TRP’s, etc.

  24. Today’s Television • 4 Kinds of TV • 6 Ways to Buy TV • Network • National cable • Syndication • Local (mostly news) • National • Network • National Spot • National Cable • Local • Local Spot • Syndication • Non-network cable

  25. Direct Mail & Yellow Pages • Direct Mail is a $44 billion dollar business

  26. Direct Mail & Yellow Pages • The “Yellow Pages” (directory advertising) is a $13 billion business

  27. New Media - The Internet • Media Evolution in Action • Just as previous media evolution changed advertising, so will this one. • Changing marketers’ behavior • Extending advertising involvement • We can “consume” media more selectively. • We can, if we want, interact and become more involved.

More Related