1 / 18

Maximizing Advertising Impact: Traditional Media Comparison

Analyzing the effectiveness of traditional advertising media such as newspapers, magazines, radio, and television - their reach, costs, and targeting capabilities. Discover which media best suits your advertising goals.

ekelley
Download Presentation

Maximizing Advertising Impact: Traditional Media Comparison

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related