Lecture Notes

1. ADVERTISING MEDIA –
ABOVE THE LINE
11/2/2014
LECTURE 4. 20.10.2014. CoB@UQU

2. ??? 11/2/2014

3. ??? 11/2/2014

4. • Lean Forward: They are in scanning mode,
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actively looking for content – and their attention
span is much shorter. People use the Internet
with purpose. Articles should be shorter and get
to the point sooner, videos should be snippets or
separated into clips of only a few minutes long.
• Lean-back: These mediums on the other hand
are the times we sit down and veg out watching
TV, read a book or flip through a magazine. Our
attention span is much longer because these are
passive mediums and we are in a consumption
mode. This is why most long-form doesn’t work
on the Web.

5. Advertising Innovation
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• At the recent Apple presentation for the next
iPhone software, Steve Jobs spoke about the
future of mobile advertising and introduced a
new product called iAd.

6. Mobile Devices
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• This really plays into the idea that mobile
devices are in fact lean-back mediums.

7. ADVERTISING MEDIA
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• CONSISTS OF ANY MEANS BY WHICH SALES
MESSAGES CAN BE CONVEYED TO
POTENTIAL BUYERS
• NORTHERN COUNTRIES HAVE MORE TYPES
OF MEDIA WHEREAS SOUTHERN
COUNTRIES HAVE LESSER

8. WHAT HAS BEEN USED AS MEDIA
ANYTHING !!!
• SKY
• BUS TICKETS
• STRRET LITTER BINS
• TAXI CABS
• PARKING METERS
• SHOPPING BAGS
• BALL POINT PENS
ETC....
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9. Media for advertising
1
3
5
6
2
7
4
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10. ABOVE THE LINE
ORIGINALLY – FIVE MEDIA WHICH PAID
COMMISSION TO ADVERTISING AGENCIES
1. PRESS
2. RADIO
3. TELEVISION
4. OUTDOOR
5. CINEMA
THE REST ARE – BELOW THE LINE
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11. THE PRESS
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12. PROS AND CONS
• SHORT LIFE
• POORLY PRINTED
• PASSIVE MEDIUM
• STATIC
• LESS UPTO DATE THAN TV
OR RADIO
• IN-DEPTH COVERAGE
• PERMANENCE
• VARIETY OF SUBJECTS
COVERED
• MOBILITY
• POSSIBILITY OF
MEASUREMENT
• STATISTICS AVAILABLE
• IMPROVED PRINTING
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13. Evolution of print
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14. CATEGORIES OF PRESS
• NATIONAL NEWSPAPERS
• REGIONAL NEWSPAPERS
• FREE NEWSPAPERS
• CONSUMER MAGAZINES
• SPECIAL INTEREST MAGAZINES
• DIRECTORIES AND YEARBOOKS
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15. RADIO
• CHEAP
• PENETRATION
• TRANSMISSION TIMES
• HUMAN VOICE AND MUSIC
• DOES NOT REQUIRE SOLE
ATTENTION
• CANNOT BE SEEN
• NO PHYSICAL EVALUATION
POSSIBLE
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16. TELEVISION
• REALISM
• RECEPTIVE AUDIENCE
• REPETITION
• TENDS TO REACH MASS
AUDIENCE
• CAN’T GIVE LOT OF
DETAILS
• LITTLE ELSE CAN BE DONE
WHILE WATCHING TV
• COSTLY
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17. OUTDOOR - BILLBOARD
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18. OUTDOOR - TRANSPORT
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19. PROS AND CONS
• SIZE AND DOMINANCE
• COLOUR
• BRIEF COPY
• ZONING
• CREATION OF BRAND
AWARENESS
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• INABILITY TO USE MORE
CONTENT
• DAMAGE POSSIBILITY
• LACK OF CONCENTRATION
• TIME TAKING

20. CINEMA
• CAPTIVE AUDIENCE
• LONGER VIDEO
• NO INTERRUPTION
• ZONING
• ENVIRONMENT
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• LESS FREQUENCY BUT
RECALL RATES HAVE BEEN
HIGH

21. RECALL TEST
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• All the questions are based on today’s lecture
• Please send the answers today (20.10.2014)
before the class time ends at 12 30 pm.
• If your email doesn’t reach me before this time,
you get no points
• No one should discuss rather attempt all the
questions on your own.
• Send me answers only. Example Q1- Answer

22. تذكر الاختبار
جميع المسائل على أساس اليوم •
12 )يرجى إرسال الإجابات اليوم قبل انتهاء وقت المحاضرة • 30
pm)
لن تحصل على أي نقطة إذا كنت ترسل قبل هذا الوقت •
لا نناقش •
يرسل لي الاجابات فقط •
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23. QUESTIONS
1. Attention span much longer in............. media?
Lean Forward/Lean Backward
2. Internet is a .............. Medium.
Lean Forward/Lean Backward
3. Steve Jobs, Apple Inc spoke about ...................
4. Mobile devices are ............. Medium. (Static/Dynamic)
5. ............... consists of any means by which sales messages
can be conveyed to potential buyers.
6. We can not use litter bins as advertising media. (Yes/No)
7. Above the line media do not pay commission to advertising
agencies. (Yes/No)
8. Press can have in-depth coverage. (Yes/No)
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24. Contd...
9. In the example of Coca-cola print ad, what change
do you see?
10. Radio is a cheap medium of advertising. (Yes/No)
11. Television ads look more real. (Yes/No)
12. In the example of Outdoor ad on bill-board which
company’s ad is shown? ...............
13. Which company’s ad is shown on bus? ..............
14. Outdoor advertising create more brand awareness.
(Yes/No)
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