4.02 – Explain the types of advertising media

1. 4.02 – Explain the types of advertising media MARKETING

2. ADVERTISING MEDIA • Advertising media are channels of communication • Information travels through them to consumer

3. TYPES OF ADVERTISING MEDIA • 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

4. 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

5. 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

6. 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

7. 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)

8. 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.

9. 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.

10. 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

11. 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

12. 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?