Some high involvement consumers with specialized channels

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Advertising Media
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Advertising Media

• Print Media
• Place Media
• Broadcast Media
• Narrowcast Media

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Print Media

• Print Media
• Newspapers
• Magazines

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National Newspapers
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Local Newspapers

• Metro Daily Newspapers
• Regional Daily Newspapers
• Local Weekly Newspapers

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Newspaper Readers

• Mass market (wide reach)
• Readership increases with
• Age
• Education
• Income

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Types of Newspaper Ads

• Classified
• Display
• Local vs. National
• Supplements

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Advantages of Newspapers

• Geographic targeting
• High credibility
• Permanence/User-paced
• High information potential

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Disadvantages of Newspapers

• Limited color
• Poor reproduction quality
• One day life span
• Unattractive layouts
• Hard to measure actual exposure

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Strategic Use of Newspapers

• Coverage medium
• Geographic targeting
• Local retail ads
• High involvement consumers/products
• Rational appeals

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Magazines

• General circulation magazines
• Specialized Magazines
• Target marketing
• Trade Magazines

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General Circulation Magazines
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Specialized Magazines
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Trade Magazines
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Advantages of Magazines

• High color reproduction quality
• High credibility
• Permanence/User-paced
• Pass along factor
• High information potential

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Disadvantages of Magazines

• Hard to measure actual exposure
• Long lead times
• Expensive High CPMs

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Strategic Use of Magazines

• Highly specialized target marketing
• Geographic targeting with zip editions
• High involvement consumers/products
• Rational and emotional appeals

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Place/Outdoor Media

• Billboards
• Transit

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Billboards
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Billboards
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Billboard Sabotage
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Advantages of Billboards

• High frequency
• Geographic flexibility
• Low cost per exposure

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Disadvantages of Billboards

• Fleeting message
• Limited information
• Long lead times
• Location unavailability
• Visual pollution

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Strategic Use of Billboards

• Good coverage medium
• Localized support medium
• Low involvement products

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Transit Advertising
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Advantages of Transit

• Captive audience
• Low cost
• Supports mass transit systems

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Disadvantages of Transit

• Lack of status
• Cluttered environment
• Limited information potential

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Strategic Use of Transit

• Localized support medium
• High and low involvement products

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Broadcast Media

• National Television
• Local Television
• Cable Television
• Syndicated Television
• Radio

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National Television Networks
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Advantages of National Television

• Mass coverage
• Low cost per thousand (CPM)
• Some content-based targeting
• High impact
• Creativity/stopping power

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Disadvantages of National Television

• High production costs
• High absolute media costs
• Brevity
• Impermanence/Not user-paced
• Low information potential
• Clutter
• Zipping and Zapping

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Strategic Use of National Television

• Coverage medium
• Low involvement consumers/products
• Emotional appeals

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Local Television

• Local Affiliates
• Local Independents

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Local Television Stations
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Cable Television

• Superstations
• News channels
• Entertainment channels
• Specialized channels

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Superstations
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News Channels
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Entertainment Channels
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Specialized Channels
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Advantages of Cable TV

• Similar to National Television
• Low cost absolute and CPM
• More specialized audiences

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Disadvantages of Cable TV

• Similar to National Television
• Lower quality ads
• Limited reach
• Fragmented audience

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Strategic Use of Cable TV

• Targeting with television
• Some high involvement consumers with specialized
  channels
• Emotional / rationale appeals

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Syndicated Television

• First-run syndication
• Rerun syndication (off network)

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First-run Syndication
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Rerun Syndication
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Forms of Television Advertising

• Sponsorships
• Infomercials
• Participation
• Breaks within a program
• Spot announcements
• Breaks between programs

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Radio

• Network Radio
• Syndication
• Unwired networks
• Satellite Radio
• Local Spot Radio

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Network Radio
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Local Radio Stations
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Advantages of Radio

• Low media cost
• Low production costs
• Short lead times
• Captive audiences
• Specialized audiences

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Disadvantages of Radio

• No visuals
• Low information potential
• Impermanence/Not user-paced
• Fragmented audiences
• Complicated media buys
• Clutter

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Strategic Use of Radio

• Good targeting medium
• Localized support medium
• High and low involvement products/consumers
• Rational and emotional appeals

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Narrowcast Media

• Direct marketing
• Telemarketing
• Direct mail
• Yellow pages
• Interactive media (The Internet)

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Direct Media

• Direct Mail
• Catalogues
• Broadcast media
• Infomercials
• 800 numbers
• Telemarketing

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Advantages of Direct

• Personalized impact
• Elaborate databases for targeting
• Reaches inaccessible audience
• Measurable exposure/success

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Disadvantages of Direct

• High CPMs
• Junk mail
• High audience refusal rates
• Environmental concerns
• Key is a high quality mailing list

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Strategic Use of Direct

• Target marketing
• Relationship marketing
• High involvement consumers/products

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The Internet

• Rapid adoption/growth
• Importance as an advertising medium
• Massive shift in advertising dollars

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Adoption Curves for Various Media
The Internet is the fastest growing medium in
history Launch of HBO in 1976 was used to
estimate the beginning of cable as an
entertainment/ad medium. Morgan Stanley
Technology Research estimate (Chart
shows the Internet beginning as an
entertainment/ad medium in 1994 because
its earlier use was restricted to
governmental activities)
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Advantages of the Internet

• Interactive medium/Active audience
• Affluent market
• Permanence/User-paced
• High information potential
• Immediate response

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Disadvantages of the Internet

• Untested medium
• Fragmented audience
• Slow downloads
• Security and privacy issues

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Strategic Use of the Internet

• Target marketing
• High involvement consumers/products

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Miscellaneous Advertising

• Movie trailers
• Controlled by motion picture companies and
  distributors, not theaters
• Blimps and planes
• Sporting events
• Grocery carts
• Ticket backs
• Videocassettes
• Rapidly growing list of other ad media