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CLASSES OF MEDIA

CLASSES OF MEDIA. CLASSES OF MEDIA. classes of media. Traditional media Non-traditional media Specialized media. classes of media. Traditional “mass” media TV Radio Newspapers Magazines Outdoor. classes of media. Non-traditional media Internet Airport TV monitors

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CLASSES OF MEDIA

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  1. CLASSES OF MEDIA CLASSES OF MEDIA

  2. classes of media • Traditional media • Non-traditional media • Specialized media

  3. classes of media • Traditional “mass” media • TV • Radio • Newspapers • Magazines • Outdoor

  4. classes of media • Non-traditional media • Internet • Airport TV monitors • Grocery store graphics • Health club posters • Restroom advertising • Garage posters • Truck panel posters • Doctor’s office TV monitors

  5. classes of media • Specialized media • Niche / special-interest magazines • Trade / Industrial magazines • Direct mail • Free standing inserts (FSIs) • Catalogs • Yellow Pages

  6. comparing media • Intermedia comparisons • Intramedia comparisons

  7. consumer media classes • Newspapers – reasons for using • Mass reach • Sense of immediacy • Catalog value • Local emphasis/zoned editions • Flexibility • Ethnic appeal

  8. consumer media classes • Newspapers – limitations • High cost • Higher national advertising rates • Lack of target audience selectivity • Small pass-along audience • Variation in ROP color quality

  9. consumer media classes • Magazines – reasons for using • Demographic/psychographic/ lifestyle targeting • Align ad with appropriate editorial • Reaches light television viewers • Good color reproduction • Relatively long life

  10. consumer media classes • Magazines – limitations • Early closing dates • Lack of immediacy • Slow reach build

  11. consumer media classes • Newspaper supplements – reasons for using • Local market impact with a magazine format • Good color fidelity • High readership • Depth of penetration • Less competition on Sundays

  12. consumer media classes • Newspaper supplements – limitations • High cost • Little pass-along or secondary readership • No demographic selectivity

  13. consumer media classes • Television – reasons for using • Sight & sound for dynamic selling • Builds awareness quickly • Reach of both selective and mass markets • Cost efficient

  14. consumer media classes • Television – limitations • High cost • Low attention for some programs/dayparts • No catalog value • Short-lived messages • High commercial loads (clutter)

  15. consumer media classes • Cable TV – reasons for using • National audience • Added reach & frequency • Lower cost than network TV • Precisely defined target audiences • Growing penetration in major markets

  16. consumer media classes • Cable TV – limitations • Fragmented audiences • Less than full national coverage • Household penetration varied by network • Difficulty buying spot cable

  17. consumer media classes • Radio – reasons for using • Reach selective target audiences • High frequency • Supporting medium • Excellent for mobile populations • High summer exposure

  18. consumer media classes • Radio – limitations • Many stations in one market • No catalog value • Low attentiveness for some formats • Network delivery significantly varies by market

  19. consumer media classes • Internet – reasons for using • Targetability • Active medium • Low cost corporate legitimacy • Supplemental information • Measurable • Low cost marketing research tool

  20. consumer media classes • Internet – limitations • High conflict between Internet sales & traditional sales channels • Variable value • Limited penetration • Highly fragmented • Clutter

  21. consumer media classes • Direct mail – reasons for using • Easy verification of response • Personal quality • Flexibility • Long life for certain mailings • Minimal waste

  22. consumer media classes • Direct mail – limitations • High cost • Inaccurate & incomplete lists • Variance in delivery dates • Clutter & consumer resistance

  23. consumer media classes • Outdoor advertising – reasons for using • Wide coverage of local markets • High frequency • Geographic flexibility • High summer visibility • Around-the-clock exposure • Simple copy theme & package identification

  24. consumer media classes • Outdoor advertising – limitations • Simple messages • High cost • Limited availability of best locations

  25. consumer media classes • Transit media – reasons for using • Metropolitan area coverage • High frequency • Relative efficiency • Position messages to consumers on way to their points of purchase

  26. consumer media classes • Transit media – limitations • Limited message space • Heavy competition from other media & personal activities • Frequent inspection

  27. consumer media classes • Nonmeasured media • Lack periodic, predictable measure of who is exposed • Car cards • Yellow pages • Theater • Concert programs • Need to include some sort of measured response

  28. new[er] media concepts • Place-based media • Retail, theaters, airports, schools, arenas, malls • Database media planning • Direct response, custom publishing • Cross-media platforms • Multi-media buy from single company • Leverage prices/Added value

  29. New[er] media concepts • Social networking (Facebook, MySpace) • Blogging • Microblogging (Twitter) • Online video (Hulu, etc.)

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