1 / 12

Media options

Media options. Advantages and disadvantages of television as an advertising media. Relatively low cost per person reached via TV c ost per thousand (CPM) – a measure of media efficiency calculated on basis of cost of buying media space and number of people viewing or reading that media

penda
Download Presentation

Media options

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. Media options

  2. Advantages and disadvantages of television as an advertising media

  3. Relatively low cost per person reached via TV • cost per thousand (CPM) – a measure of media efficiency • calculated on basis of cost of buying media space and number of people viewing or reading that media CPM = cost of ad space (absolute cost)x 1000 circulation/viewers/listeners • e.g. if a company buys a 30-second slot with RTE for €9,000 and expects 500,000 viewers to be exposed to the ad, the CPM is calculated as follows: €9000 x 1000 = €18 500,000

  4. Advantages and disadvantages of radio as an advertising media

  5. Radio relatively inexpensive (production and time) • 30-second slots – local radio e.g. €12.69 with Tipperary Mid West FM; €160 for 96/103 FM in Cork. • national radio – RTE1, 2FM, Lyric FM and Today FM charge up to €1,714 for a prime-time slot (Source: MAPS Directory, 2002)

  6. Measuring radio audiences • listenership is monitored and measured through the JNLR (Joint National Listenership Research) programme • comprises representatives of RTE, representatives of the IRTC (The Independent Radio and Television Commission), the IAPI (The Institute for Advertising Practitioners in Ireland and the AAI (The Association of Advertisers in Ireland)

  7. Advantages and disadvantages of newspapers as an advertising media

  8. Advantages and disadvantages of magazines as an advertising media

  9. Magazine/newspaper circulation • ‘The number of individuals who receive a publication through either subscription or store purchase.’ (Belch & Belch, 1999) • primary circulation – committed to publication because they buy it • secondary readership • ABC (Audit Bureau of Circulations) • JNRR (Joint National Readership Research)

  10. Outdoor media • billboards • public transport • mobile billboards

  11. Advantages and disadvantages of outdoor advertising

  12. Ambient advertising • ‘Makes the message become part of the surrounding environment in which the consumer operates.’ (Blythe, 2000) • tickets • petrol nozzles • supermarket trolleys • transport vehicles – a single advertiser can cover an entire double decker bus with a message. Known as a full wrap. • employees’ cars • doors of public toilets • carrier bags • aerial vehicles

More Related