Lecture 9A: Media Characteristics

1. Principles of Advertising & Marketing Communication Chapter 11: Media Characteristics

5. Media Selection: Quicklist of Advantages Medium Newspapers Magazines TV Radio Direct Mail Outdoor Advantages Many ad sizes available, quick placement, and local targeting. High-quality graphics/reproduction, prestige factor, and color. Combines sight, sound, movement. A single message. Demonstration. Intimacy, loyal following, and ability to change message quickly. Measurable, graphics, color, 3-D, and highly personal. Local targeting, graphics, color, simple message, and larger than life.

8. Pros of Newspapers Advertising Mass medium Local medium Comprehension in scope Geographic selectivity Timeliness Credibility Selective attention Creative flexibility An active medium A permanent record Reasonable cost

9. What Works Best in Print Use simple layouts Always caption photos Long copy is okay Avoid negative headlines Seek story appeal Photos work better than illustrations Look at your ad in its editorial environment Develop a single ad format Before-and-after photos better than words Do not print copy in reverse type Make each ad a complete sale

13. Pros of Magazine Advertising Flexibility Color Authority and believability Permanence Prestige Audience selectivity Cost efficiency Selling power Reader loyalty Extension pass-along readership Merchandising assistance

17. Pros and Cons of Broadcast TV Advertising Mass coverage Low cost Some selectivity Impact Creativity Prestige Social dominance High production costs High air-time costs Limited selectivity Brevity Clutter Zipping and Zapping Pros Cons

18. TV Network and Syndication Distribution Advertiser a. Network Commercials Network Producer Local station Advertiser b. Syndication Commercials Producer Local station Programming Programming Programming

19. Pros and Cons of Radio Advertising Reach and Frequency Selectivity Cost-efficiency Timelessness Immediacy Local relevance Creative flexibility Limitations of sound Segmented audiences Short-lived and half- heard commercials Clutter Pros Cons

24. The Pros and Cons of Outdoor Advertising Accessibility Reach Frequency Geographic flexibility Demographic flexibility Cost (lowest per exposure) Impact Creative flexibility Location Fleeting message Environmental influence Audience measurement Control (hard to inspect panels for quality, etc.) Planning and costs (long lead times, upfront costs) Availability of locations Visual pollution Pros Cons

26. The Pros and Cons of Transit Advertising Long exposure Repetitive value Eagerly read messages Low cost Creative flexibility (special constructions, etc.) Need satisfying (able to target it well) Environmentally sensitive (fits growth in public transit) Status (lack of) Crowded environment Selectivity Clutter Location Creative restrictions (copy limited, etc.) Pros Cons

28. Pros and Cons of Internet Advertising Truly Interactive Enormous audience Immediate response Affluent market In-depth information Rapid-growth industry Business-to-business Advertorials Virtual storefront Untested medium Targeting costs Slow downloads Not yet mainstream Ad may be placed inappropriately Unproved security and privacy Global marketing limitations Pros Cons

29. Pros and Cons of Direct-Mail Advertising Selectivity Intensive coverage, extensive reach Flexibility Control Personal Impact Exclusivity Highest response Testability High per-exposure cost Delivery problems Lack of editorial content support Selectivity problems Negative attitudes Environmental concerns Pros Cons

30. Consumer Attitudes Toward Media (abbreviated) 57% 9% 20% 11% 3% Television Radio Newspapers Magazines Don’t know 81% 5% 9% 2% 3% Authoritative Influential