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4.02 – Explain the types of advertising media. MARKETING. ADVERTISING MEDIA. Advertising media are channels of communication Information travels through them to consumer. TYPES OF ADVERTISING MEDIA. Publications Newspapers Reach a large audience

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Presentation Transcript
advertising media
ADVERTISING MEDIA
  • Advertising media are channels of communication
      • Information travels through them to consumer
types of advertising media
TYPES OF ADVERTISING MEDIA
  • Publications
    • Newspapers
      • Reach a large audience
      • Just about anyone can place an ad in a newspaper
      • Newspapers are divided into sections that are useful in promoting different kinds of products
      • Newspapers vary based on:
        • How often they are published
        • Their size
        • Geographic area they cover (national, regional, local)
        • Whom they are intended to target
types of advertising media1
TYPES OF ADVERTISING MEDIA
  • Publications
    • Magazines
      • Appeal to a very specific target audience
        • i.e. Golf Digest for golfers, Teen Vogue for teenage girls
      • Can be classified based on the audience they reach:
        • Consumer magazines
          • For personal enjoyment – People, Sports Illustrated
        • Business magazines
          • Appeal to individuals in different industries or a general population of workers – Business Week, BrandWeek
types of advertising media2
TYPES OF ADVERTISING MEDIA
  • Broadcast Media – considered a “time” media not a “space” media because the ads last only as long as they are on the air
    • Television (Mass Media)+
      • Experience color, sound, and action making them easy to remember and believable
      • The most influential, best selling type of advertising media
      • Channels are chosen based on type of audience and cost
        • Network TV (ABC, NBC, CBS, FOX) reach a broad audience but are extremely expensive
        • Cable TV channel s target a more specific audience and are less expensive
        • Local TV targets a specific geographic and is the least expensive
types of advertising media3
TYPES OF ADVERTISING MEDIA
  • Broadcast Media
    • Radio
      • Effective and affordable way to reach your target market
      • Targets a specific audience through he stations format
      • Trends:
        • National Radio
        • Broadcasting over the Internet
types of advertising media4
TYPES OF ADVERTISING MEDIA
  • Direct Mail
    • Printed Mail
      • Ex. Sales letters, catalogs (niche), flyers, postcards, etc.
      • Small businesses like to use because it is relatively inexpensive
      • Can be viewed as junk mail if it is not sent to the right people
    • Electronic Mail (e-mail)
      • Popular because it is quick, easy and inexpensive
      • Can end up in SPAM folders - to avoid this ask customers to sign up for newsletters and ads (opt-in email marketing)
types of advertising media5
TYPES OF ADVERTISING MEDIA
  • The Internet
    • Has became the fastest growing media outlet
    • Can target a specific audience and track response
    • Ex. Business websites, ads on others’ websites or search engines, etc.
types of advertising media6
TYPES OF ADVERTISING MEDIA
  • Out-of-Home
    • Exists to reach people when they are away from home
    • Ex. Billboards, Signs, Transit posters (on things that move – i.e. bus, taxi, blimp, etc.), humans holding signs, etc.
types of advertising media7
TYPES OF ADVERTISING MEDIA
  • Other Media (includes anything that has not been discussed previously)
    • Directory Advertising – informs on how to contact the business with phone number, address or website
      • Phone books (Yellow Pages) can target specific geographics
    • Specialty Media – reminds people of your business, must have three criteria:
      • Have the businesses name or logo on it
      • Must be a useful item – i.e. pen, shirt, cap, etc
      • Must be given away
types of advertising media8
TYPES OF ADVERTISING MEDIA
  • Other Media (cont.)
    • Telemarketing
      • Calling prospective customers and providing a 1-800 number for them to call
    • Movie Theater Advertising
      • Before the film, posters & standups in the lobby
  • Other Media (cont.)
    • DVD & CD-ROM Advertising
      • Free to introduce the product to the customer
    • Product Placement
      • Manufacturers pay for the their products to be used as props in movies, TV, and computer games
trends in advertising media
TRENDS IN ADVERTISING MEDIA
  • Ads in Virtual Worlds
    • Companies creating avatars for businesses – i.e. Second Life
  • SMS Text
    • Sending ads through text messages
    • Cheap and can target a specific audience
  • Consumers avoiding ads
    • Do not call list
    • Spam filters
    • Pop up blockers
    • DVR – but do you still catch the brands while you are fast forwarding?