Advertising Media

1
Advertising Media

• Chapter 20
• Ms. LeDee

2
Media

• The avenues used to deliver promotional messages.

3
Three Types of Media

• Print
• Broadcast
• Internet / Specialty

4
Newspaper (Print)

• Advantages

• Disadvantages

• Fairly inexpensive
• Timely
• Current information
• Target Market
• Information applies to the geographic area where
  paper is delivered.

• Low quality ad
• Plain, not eye catching
• Black White
• Boring to look at
• Short life span
• People will throw paper away quickly

5
Magazines (Print)

• Advantage

• Disadvantage

• Better Quality
• Use color
• Longer Ad life
• Creative
• Psychographics

• More expensive
• Not timely
• No local advertising

6
Direct Mail (Print)

• Advantages

• Disadvantages

• Can send product samples
• Select your target market
• Competitors do not see your ad

• Considered junk mail
• Postage rate increase
• Low consumer response

7
Outdoor Billboards (Print)

• Advantages

• Disadvantages

• Works 24 hours a day
• Always available for viewing
• Easy Repetition
• People will drive by the same sign over and over.

• Traffic hazard
• The message must be short
• Driving by at 70mph

8
Directory (Print)

• Advantages

• Disadvantages

• Low cost
• Every household gets one
• Ads will last one year
• Local

• Low quality
• Not timely
• May list in directory and move within a year.
• Competitors are listed next to your ad.

9
Transit Taxi, Bus, Subway (Print)

• Advantages

• Disadvantages

• Good exposure in urban areas

• Defacement
• Graffiti

10
Television (Broadcast)

• Advantage

• Disadvantage

• Most expensive
• Remote control
• People tend to switch off of commercials

• Can reach most people
• Seeing is believing
• Can see hear it

11
Radio (Broadcast)

• Advantages

• Disadvantages

• Less Expensive
• Mobile Media
• Meaning it can go with you (car)

• No visual element
• Can only be heard
• Hard to define the market
• People listen to a variety of music and stations.

12
Internet / Specialty Items Low cost giveaways
traffic builders

• Pens
• Pencils
• Hats
• Lanyards
• T-shirts
• Golf balls
• Magnets
• Notepads
• Bottle Openers