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Types of media

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types of media

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Types of media

  1. 1. MEDIA OF Advertising
  2. 2. Sec 1 – Advertising Media <ul><li>The different types of advertising media </li></ul>What you’ll learn . . .
  3. 3. Types of Media <ul><li>Print Media </li></ul><ul><li>Broadcast Media </li></ul><ul><li>Online Advertising </li></ul><ul><li>Specialty Media </li></ul>Media are the agencies, means, or instruments used to convey advertising messages to the public.
  4. 4. Print Media <ul><li>Written advertising that may be included in everything from newspaper and magazines to direct mail, signs and billboards. They are among the oldest and most effective types of advertising. </li></ul>
  5. 5. Newspaper Advertising <ul><li>Local or National Daily or weekly </li></ul>
  6. 6. Newspaper Advertising <ul><li>Advantages </li></ul><ul><ul><li>Large readership and a high level of reader involvement </li></ul></ul><ul><ul><li>Advertisers can target certain people </li></ul></ul><ul><ul><li>The cost is relatively low </li></ul></ul><ul><ul><li>Ads are timely </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Short life </li></ul></ul><ul><ul><li>Black and white (although many papers are changing to color format) </li></ul></ul>
  7. 7. Magazine Advertising <ul><li>Classified as </li></ul><ul><ul><li>Local, regional, or national </li></ul></ul><ul><ul><li>Weeklies, monthlies, and quarterlies </li></ul></ul><ul><ul><li>Consumer or business (trade) </li></ul></ul>
  8. 8. Magazine Advertising <ul><li>Advantages </li></ul><ul><ul><li>Can target audiences </li></ul></ul><ul><ul><li>Longer life span </li></ul></ul><ul><ul><li>Print quality is good </li></ul></ul><ul><ul><li>People keep magazines longer than newspapers </li></ul></ul><ul><ul><li>Offer a variety of presentation formats </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Less mass appeal within a geographical area </li></ul></ul><ul><ul><li>More expensive </li></ul></ul><ul><ul><li>Deadlines make them less timely </li></ul></ul>
  9. 9. Direct-Mail Advertising <ul><li>Sent by businesses directly through the mail </li></ul><ul><ul><li>Sent to a home or business </li></ul></ul><ul><ul><li>Electronic mail </li></ul></ul><ul><li>Includes newsletters, catalogs, coupons, samplers, price lists, circulars, invitations, postage-paid reply cards, and letters. </li></ul><ul><li>Mailing lists are assembled from current customer records or they may be purchased. </li></ul>
  10. 10. Direct-Mail Advertising <ul><li>Advantages </li></ul><ul><ul><li>Can be highly selective </li></ul></ul><ul><ul><li>Controlled timing </li></ul></ul><ul><ul><li>Can be used to actually make the sale </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Low response level </li></ul></ul><ul><ul><li>People think of it as “junk mail” </li></ul></ul><ul><ul><li>Cost is high </li></ul></ul>
  11. 11. Directory Advertising <ul><li>An alphabetical listing of households and businesses. </li></ul><ul><li>The best known are telephone directories. </li></ul>
  12. 12. Directory Advertising <ul><li>Advantages </li></ul><ul><ul><li>Relatively inexpensive </li></ul></ul><ul><ul><li>Can be used with all demographic groups </li></ul></ul><ul><ul><li>Are found in most of the households </li></ul></ul><ul><ul><li>Usually kept for at least a year </li></ul></ul><ul><li>Disadvantage </li></ul><ul><ul><li>Only printed once a year </li></ul></ul><ul><ul><li>Some service business’ are used infrequently; therefore, directory advertising must be combined with another type. </li></ul></ul>
  13. 13. Outdoor Advertising <ul><li>Standardized signs are available to local, regional, or national advertisers. </li></ul><ul><li>Purchased from outdoor advertising companies in standard sizes </li></ul><ul><li>Are placed in highly traveled roads, and freeways where there is high visibility. </li></ul><ul><li>Posters – pre-printed sheets put up like wallpaper on outdoor billboards. </li></ul><ul><li>Painted bulletins – painted billboards that are changed about every six months to a year. </li></ul><ul><li>Spectaculars – use lights or moving parts and are in high traffic areas. </li></ul>
  14. 14. A billboard gets right to the point
  15. 15. Which type of outdoor advertising is this?
  16. 17. Outdoor Advertising <ul><li>Advantages </li></ul><ul><ul><li>Highly visible and relatively inexpensive </li></ul></ul><ul><ul><li>24-hour a day message and located to reach specific target markets </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Becoming more restricted – increasingly regulated </li></ul></ul><ul><ul><li>Limited viewing time </li></ul></ul>
  17. 18. Transit Advertising <ul><li>Uses public transportation facilities </li></ul><ul><li>Commuter trains, taxis and buses, station posters near or in subways and in railroad, bus, and airline terminals </li></ul>
  18. 19. Transit Advertising <ul><li>Advantages </li></ul><ul><ul><li>Reaches a wide captive audience </li></ul></ul><ul><ul><li>Economical </li></ul></ul><ul><ul><li>Defined market </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Not available in smaller towns and cities </li></ul></ul><ul><ul><li>Subject to defacement </li></ul></ul>
  19. 20. Broadcast Media <ul><li>Includes radio and television </li></ul><ul><li>The average person will spend nearly ten years watching TV and almost six years listening to the radio over a 70 year lifetime. </li></ul>
  20. 22. Television Advertising <ul><li>Communicates with sound, action, and color. </li></ul><ul><li>Prime time is between 8 and 11 p.m. </li></ul><ul><li>Is appealing to large companies with widespread distribution. </li></ul>
  21. 23. Television Advertising <ul><li>Advantages </li></ul><ul><ul><li>Can be directed to an audience with a specific interest </li></ul></ul><ul><ul><li>Message can be adapted to take advantages of holidays and special events </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Highest production cost of any media type </li></ul></ul><ul><ul><li>High dollar cost for the time used </li></ul></ul><ul><ul><li>Actual audience size is not assured – people leave the room or channel surf – effect of TIVO </li></ul></ul>
  22. 24. Radio Advertising <ul><li>Radio reaches 90 % of people ,which makes it very effective </li></ul><ul><li>Best times are “drive times” – morning and late afternoon/early evening </li></ul>Radio
  23. 25. Radio Advertising <ul><li>Advantages </li></ul><ul><ul><li>Can select an audience, such as teens by choosing the right station </li></ul></ul><ul><ul><li>More flexible than print – messages can be easily changed </li></ul></ul><ul><ul><li>It’s a mobile medium – can be taken just about anywhere </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Short life span – when broadcast, it is over </li></ul></ul><ul><ul><li>Lack of visual involvement </li></ul></ul>
  24. 26. Online Advertising <ul><li>Placing advertising messages on the Internet </li></ul><ul><li>Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers search </li></ul>
  25. 27. Specialty Media <ul><li>Relatively inexpensive, useful items with an advertisers name printed on them </li></ul><ul><li>Given away with no obligation attached </li></ul><ul><li>Calendars, magnets, pens, pencils, memo pads, and key chains </li></ul>
  26. 28. Other Advertising Media <ul><li>Businesses are constantly creating innovative means of transmitting their messages </li></ul><ul><li>Sports arena billboards, ads in movie theaters, hot air balloons and blimps, skywriting, etc. </li></ul>
  27. 29. Media Planning and Selection <ul><li>The process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective </li></ul>