Print and Broadcast media

The changing media landscape
 Consumer

Media usage  Advertising media use  Media plan

Key media players
 Media

sales  Media rep and Brokers  Media researchers  Media planners  Media buyers  Media buying companies

Key Media concepts
 Media

mix  Media vehicle  Targets and Audiences  Measure Print audiences  Reach  Frequency

Print Media characteristics
 What

is print advertising?  What is newspaper advertising?  What is Magazine advertising?  What is Directory advertising?  What is out home advertising?

Types of circulations
 Subscription  Single

copy sales  Third Party

Frequency of Publications
 Dailies  Weeklies  Sunday

Editions  Business or Organization newspapers

Newspapers Editions
 Morning  Evening  All-day  On

Special Interests

Newspaper format and size
 Broad

sheet  Tabloid

Types of Newspaper Advertising
 National

vs local  Classified  Displays  Supplements

Measurements and trends
 Readership

Measurement  News Industry Trends

Types of Magazines
  

Consumer Magazines Business Magazines Classifications of Magazines
– – – – – – –

Vertical Vs Horizontal Geography Demographics Editorial content Physical characteristics Ownership Distribution and circulation

Magazine Advertising Format
 Premium

positions  Double-page spreads  Bleed page  Gatefold  Special ad page  Multiple page photo essay  Fractional page space

 Readership

measurement  Magazine Advertising trends

Out door advertising
       

Street and highway advertising Poster at public locations Two primary resources of out door Size and format Buying outdoor On-Premise signs Posters Transit advertising

Which Media to Use and When
   

Use newspaper for announcements of something new, or for targeting local markets. Use magazines for targeting people with special interests; they’re also good for brand image or longer explanations. Use outdoor for people on the move to provide directional information; also good for brand reminders. Use directories to catch people when they’re shopping.

Broadcast Media
     

Media than transmits sounds or images electronically.

Radio, TV, video, movie, cell phones

Bought in time (seconds, minutes). Messages are fleeting. Engage sight and sound; more entertaining. Radio advertising engages the imagination and television creates powerful brand imagery. Both radio and TV use emotion and repetition to intensify memory.

Radio Industry structure
 AM/FM  Public

Radio  Cable Radio  Satellite Radio  LPFM  Web radio/Webcasting

Audience
 Listener

divided into segments  Audience grouped by dayparts  Radio audience measurements
– – –

Coverage Ratings Audience rating services

Radio revenue categories
 Network

Radio Advertising  Spot Radio Advertising  Syndicated Radio Advertising

Using Radio Effectively
        

Highly targeted and inexpensive Excellent reminder/reinforcement capabilities Builds frequency through repetition Targets audiences through specialized programming Sparks imagination through “theater of the mind” Messages have higher level of acceptance than TV due to loyalty of listeners to programs/stations Timing is critical Radio advertising must “break through” the clutter Lack of visuals hinder demonstration of products

Television
 Network

TV  Cable and Subscription TV  Local TV  Public TV

Distribution Formats
 Low

Power Television  Pay per view  Program syndication  New Technology
– – –

Interactive television High definition TV Digital video recorders

TV Audience
 Primary

Advertising medium  Viewers switching , zipping and TiVo block  Clutters  Audience measurements
– –

House hold using television Impressions judge by shares and ratings

Forms of TV Advertising

Network Advertising (through affiliates)
– – –

Sponsorships Participations Spot announcements Local sponsorships Spot announcements Local spots System (national) spots Local spots National spots Local spots

Local Affiliates
– – –

Cable Systems
– –

Interactive Television
– –

Using Television Effectively

       

Although network audiences have splintered, TV’s mass appeal and wide reach make it cost-effective for delivering a mass media message to a large audience. Creates “buzz” when friends talk about favorite programs. Strong visual and emotional impact, creating “engagement.” Good for messages that need action, movement, demonstration, drama. Commercial breaks are cluttered and viewers often leave sets. Wasted reach — messages reach consumers not in the target market. Viewers zip (fast forward) or zap (change channels) to avoid commercials. Advertising time and production costs are expensive . Clutter, intrusiveness, and irritation.

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