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Traditional Advertising Media

Chapter 14. Traditional Advertising Media. Traditional Major Advertising Media. Out-of-home advertising. Newspaper. Magazines. Radio. Television. 2. Which Media Do It Best?. Media Comparison. Consider:. 3. Newspapers.

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Traditional Advertising Media

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  1. Chapter 14 Traditional Advertising Media

  2. Traditional Major Advertising Media Out-of-home advertising Newspaper Magazines Radio Television 2

  3. Which Media Do It Best? Media Comparison • Consider: 3

  4. Newspapers • 56 million households during week and about 59 million on Sundays • Historically leading advertising medium but steadily declining in recent years

  5. Newspaper

  6. Magazine Advertising • Hundreds of special - interest magazines • Appeal to highly specific, targeted audience 6

  7. Buying Magazine Space Rolling Stone adult demographic profile

  8. Buying Magazine Space Rolling Stone General Rate Card

  9. Magazines 9

  10. Simmons Market Research Bureau and Mediamark • Audience size and composition for 100 publications • Broadcast exposure and usage of over 800 consumer products and services • Lifestyle information • Media usage

  11. Television Advertising • Nearly 98% of all households have televisions • Uniquely personal and demonstrative yet expensive 11

  12. 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 12

  13. Television Network • Advertising is placed only in selected markets • Regional-oriented marketing and geodemographic segmentation of consumer markets Spot Syndicated Cable Local 13

  14. 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 14

  15. Television Network • 80% of households with television sets • Narrow areas of viewing interest • Cable subscribers are more economically upscale and younger Spot Syndicated Cable Local 15

  16. Television Network • Local advertisers are turning to television • inexpensive during the fringe time Spot Syndicated Cable Local 16

  17. Television

  18. See Text • Radio • Out of Home (see Chapter 8) • Infomercials • Product Placements • “How to Buy” details • Still to come: • Internet • Online and Offline Direct

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