1. CHAPTER 14
THE BROADCAST MEDIA AND
OTHER MEDIA
Novrita Widiyastuti, S.Sos

2. The Broadcast Media - TELEVISION
 Television is often the first choice for advertising
FMCGs and consumer durables, especially if
they are targeted at the so called ‘mass
audiences’
 It delivers moving pictures which can enhance
the persuasiveness of the message.

3. The Broadcast Media - RADIO
 Radio covers a local area and most radio
stations have developed a distinct programming
formats to cater to specific segments of the
population
 Lack of pictures is not really a problem, as the
combination of tone and style of voice plus
music and sound effects can often paint a
powerful “picture” in the mind of the listeners

4. Other Media – OUTDOOR AD
 Outdoor advertising involves putting the
advertising message on billboard, pedestrian
crossing bridge and shop signage
 The advantage of outdoor advertising is that
people cannot really avoid it.
 Billboards are not placed randomly but are
selected with care based on research data
indicating the profile of the public, the estimated
number that pass each day and how times a
day they pass

5. Other Media – CINEMA
 Most cinemas are complexes, with a number of
screens to have several films showing to different
audience
 Cinema goers are usually teenagers and young
adults, so brands targeting this segment often find
cinema as quite an effective medium for
advertising.
 Selection of cinema is based on who will see the
film, the location of the cinema, time such as
weekend, etc.

6. Other Media – DIRECT MAIL
 Provided it is addressed correctly (by name, to the
potential buyer or user) with a mailing piece (or
promotional leaflet) and a message that appeals to
the customers’ or consumers’ needs and wants, it
is highly successful.
 Target mail shots to individuals based on goods
and services already bought and the pattern of
buying.

7. Other Media – DOOR TO DOOR
 Door to door distribution simply means delivering
promotion materials to people’s houses
 Some variation to door to door is inserting the
leaflet in the newspaper, providing off course the
target audience has a similar profile to the readers.

8. Other Media – POINT OF SALES (POS)
 POS are used at the retail/outlet where the brand
is sold and can take the form
 The purpose is to get customers attention and to
remind them that the brands are available in the
store
 It will also remind them of the key advertising
message

9. The Media Combination
No promotion plan can really be effective by using one medium. To
achieve maximum impact, promotion campaign usually employs
various media:
TV commercial to gain awareness, impact and image
Newspapers and magazine to provide detailed information such as
specifications.
Radio as reminders to a specific segment and create mood for the
brand
Cinema for impact and reminder to a specific segment
Direct mail to inform retailers about product benefits and to provide
detailed information to consumers.
POS materials to promote sales of brands in shops where they are
sold

10. The Media Combination
No promotion plan can really be effective by using one medium. To
achieve maximum impact, promotion campaign usually employs
various media:
TV commercial to gain awareness, impact and image
Newspapers and magazine to provide detailed information such as
specifications.
Radio as reminders to a specific segment and create mood for the
brand
Cinema for impact and reminder to a specific segment
Direct mail to inform retailers about product benefits and to provide
detailed information to consumers.
POS materials to promote sales of brands in shops where they are
sold