MARKETING ADVERTISING MEDIA - Advertising media are channels of communication
- Information travels through them to consumer
- Publications
- Newspapers
- Reach a large audience
- Just about anyone can place an ad in a newspaper
- Newspapers are divided into sections that are useful in promoting different kinds of products
- Newspapers vary based on:
- How often they are published
- Their size
- Geographic area they cover (national, regional, local)
- Whom they are intended to target
TYPES OF ADVERTISING MEDIA - Publications
- Magazines
- Appeal to a very specific target audience
- i.e. Golf Digest for golfers, Teen Vogue for teenage girls
- Can be classified based on the audience they reach:
- Consumer magazines
- For personal enjoyment – People, Sports Illustrated
- Business magazines
- Appeal to individuals in different industries or a general population of workers – Business Week, BrandWeek
TYPES OF ADVERTISING MEDIA - Broadcast Media – considered a “time” media not a “space” media because the ads last only as long as they are on the air
- Television (Mass Media)+
- Experience color, sound, and action making them easy to remember and believable
- The most influential, best selling type of advertising media
- Channels are chosen based on type of audience and cost
- Network TV (ABC, NBC, CBS, FOX) reach a broad audience but are extremely expensive
- Cable TV channel s target a more specific audience and are less expensive
- Local TV targets a specific geographic and is the least expensive
TYPES OF ADVERTISING MEDIA - Broadcast Media
- Radio
- Effective and affordable way to reach your target market
- Targets a specific audience through he stations format
- Trends:
- National Radio
- Broadcasting over the Internet
TYPES OF ADVERTISING MEDIA - Direct Mail
- Printed Mail
- Ex. Sales letters, catalogs (niche), flyers, postcards, etc.
- Small businesses like to use because it is relatively inexpensive
- Can be viewed as junk mail if it is not sent to the right people
- Electronic Mail (e-mail)
- Popular because it is quick, easy and inexpensive
- Can end up in SPAM folders - to avoid this ask customers to sign up for newsletters and ads (opt-in email marketing)
TYPES OF ADVERTISING MEDIA - The Internet
- Has became the fastest growing media outlet
- Can target a specific audience and track response
- Ex. Business websites, ads on others’ websites or search engines, etc.
TYPES OF ADVERTISING MEDIA - Out-of-Home
- Exists to reach people when they are away from home
- Ex. Billboards, Signs, Transit posters (on things that move – i.e. bus, taxi, blimp, etc.), humans holding signs, etc.
TYPES OF ADVERTISING MEDIA - Other Media (includes anything that has not been discussed previously)
- Directory Advertising – informs on how to contact the business with phone number, address or website
- Phone books (Yellow Pages) can target specific geographics
- Specialty Media – reminds people of your business, must have three criteria:
- Have the businesses name or logo on it
- Must be a useful item – i.e. pen, shirt, cap, etc
- Must be given away
TYPES OF ADVERTISING MEDIA - Other Media (cont.)
- Telemarketing
- Calling prospective customers and providing a 1-800 number for them to call
- Movie Theater Advertising
- Before the film, posters & standups in the lobby
- Other Media (cont.)
- DVD & CD-ROM Advertising
- Free to introduce the product to the customer
- Product Placement
- Manufacturers pay for the their products to be used as props in movies, TV, and computer games
TRENDS IN ADVERTISING MEDIA - Ads in Virtual Worlds
- Companies creating avatars for businesses – i.e. Second Life
- SMS Text
- Sending ads through text messages
- Cheap and can target a specific audience
- Consumers avoiding ads
- Do not call list
- Spam filters
- Pop up blockers
- DVR – but do you still catch the brands while you are fast forwarding?
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