Evaluate Media Options – NSWTADV403A
is highly segmented, with popular magazines reaching large sections of theAustralian population, making it possible to communicate with mostdemographic segments through magazine advertisements. Magazineadvertisements also facilitate the inclusion of product samples and perfumepanels.Most Australian magazines are national publications, making it difficult foradvertisers with geo-specific requirements. Certain magazine titles also have along lead-time to publication for advertisers. Unlike real-time broadcasters,magazine publications are a passive medium and may not communicate urgencyor a time-sensitive call to action particularly effectively.High quality paper and printing techniques bring added depth and richness toimages of luxury brand products, fashion, fragrance, cosmetics, jewellery,watches, automotive, tourism/travel and interior furnishings. Cosmetics brand
successfully utilises full page colour advertisements in women’smagazine titles to depict elements of their cosmetics range and to communicateup-coming department store events and special offers.
Newspapers are able to reach out to a large percentage of the mainstreamAustralian population on a daily basis, with a loyal readership habitually tied toconsuming their news and sport content in hardcopy tabloid/broadsheet format.Newspaper layouts provide the scope for a variety of creative advertising layoutsand the larger sized available space provides the opportunity for quite largegraphical/pictorial advertising content, including in colour, or long copyadvertisements, to convey more detailed/explicit technical product content.Newspaper advertisements may incorporate direct marketing coupons. As mostmetro newspapers are daily publications (local newspapers are weekly or twice-weekly), the advertisements have a shorter lead-time. Newspapers are geo-specific in nature, with local papers able to be used to communicate to a targetaudience refined to within a handful of suburbs.Hard copy newspaper readership is declining. Newspaper readership reflects anolder demographic. The main focus of newspapers is their editorial content, andthere is the potential for advertising content to be overlooked. The quality of newspaper printing and paper stock is the lowest of all print publications.Newspapers are time specific publications and have a narrow window of relevance. Newspapers inform the reader of what is occurring on a defined day,and, especially at this time of year, are a particularly effective means of communicating retail store sales, for example the
half yearlyclearance and the
end of year sale.
Out of Home (outdoor, static and transit)
Out of home advertising provides the scope for advertisers to have their visualadvertising communication placed in a variety of formats (billboards, supersites,static posters, incorporated in outdoor furniture etc), in locations relevant to theaudience targeted, with the potential for the communication to be customised toinclude product sample dispensers, transmit to mobiles via Bluetooth, contain QRcodes, in a myriad of locations chosen by the strategist/media planner, that allow
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