Traditional Advertising Media

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Traditional Advertising Media

• 14

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Traditional Major Advertising Media
Out-of-home advertising
Newspaper
Magazines
Radio
Television
Advertisers attempts to select the media and
vehicles whose characteristics are most
compatible with the advertised brand in reaching
its target audience and conveying its intended
message
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Newspapers

• Audience in right mental frame
• Mass audience coverage
• Flexibility
• Ability to use detailed copy
• Timeliness

• Clutter
• Not highly selective
• Higher rates for occasional advertisers
• Mediocre reproduction quality
• National buying complicated
• Changing composition of readers

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Buying Magazine Space

• Selecting magazines that reach the target market
• Cost considerations
• Media Kits
• CPM (Cost-per-thousand)
• Mediamark Research, Inc. (MRI)
• Simmons Market Research Bureau (SMRB)

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Partial Rate Card for Cosmopolitan

• 2005 Rates Rate Base 2,900,000

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Magazines

• Can reach large audiences
• Selectivity
• Long life
• High reproduction quality
• Detailed information possible
• Convey information with authority
• High involvement potential

• Not intrusive
• Long lead times
• Clutter
• Limited geographic options
• Circulation patterns vary by market

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Radios

• Can reach segmented audiences
• Intimacy
• Economy
• Short lead times
• Transfer of imagery from TV
• Use of local personalities

• Clutter
• No visuals
• Audience fractionalization
• Buying difficulties

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Radio Audience Measurement

• Arbitron is the major company involved with
  measuring listenership and audience demographics.
  
• RADAR (Radios All Dimension Audience Research)
• Arbitron uses a paper-based diary approach to
  measure listener behavior.
• Navigauge new service tracks radio-listening
  behaviors in motor vehicles using continuous
  tracking devices.

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Television
Network

• Market product nationally
• Major networks(ABC, CBS, Fox, NBC)
• Expensive but can be a cost efficient means to
  reach mass audience

Spot
Syndicated
Cable
Local
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Television
Network

• Advertising is placed only in selected markets
• Regional-oriented marketing and geodemographic
  segmentation of consumer markets

Spot
Syndicated
Cable
Local
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Television
Network

• Syndicated programming
• occurs when an
• independent company
• markets a TV show to as
• many network-affiliated
• or cable TV stations as
• possible

Spot
Syndicated
Cable
Local
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Television
Network

• 70 of households with television sets
• narrow areas of viewing interest
• Cable subscribers are more economically upscale
  and younger

Spot
Syndicated
Cable
Local
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Televisions

• Demonstration ability
• Intrusion value
• Ability to generate excitement
• One-on-one reach
• Ability to use humor
• Effective with sales force and trade
• Ability to achieve impact

• Escalating costs
• Erosion of audience
• Audience fractionalization
• Zipping and zapping
• Clutter

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Infomercials

• Introduced in the early 1980s
• Long commercial (28 to 30 minutes)
• The production cost is expensive
• Especially effective promotional tool for moving
  merchandise

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Brand Placements in TV Programs

• Reason fear that TV advertising is no longer as
  effective as it used to be
• Brand managers pay to get prominent placement for
  their brands

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Television Audience Measurement

• Higher rated programs command higher prices
• Ratings are difficult to come by accurately
• One primary rating serviceNielsens People Meter
  and one under developmentSRIs SMART System

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Television Audience Measurement
Nielsens People Meter Technology

• Handheld device slightly larger than a TV
  remotehas 8 buttons for family members and two
  additional buttons for guests
• Records what programs are watched, how many
  households are watching, and which family members
  are in attendance

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Measuring Away-from-Home Viewers and Listeners

• College students viewing TV in dorms and people
  consuming radio and TV at bars, gyms, and
  restaurants are not accounted for in the typical
  at-home viewing measurements.
• Nielsen and Arbitron are testing PPM (portable
  people meter) technology that can track radio and
  TV exposure at any location.