Chapter Number Ten Media Selecting in Advertising

1. Chapter Number Ten Media Selecting in Advertising Modular: AfjalHossain, Assistant Professor, Departmentof Marketing, PSTU Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2nd ed.

2. Definition of Media • The way through which an advertisement is placed or represented is called media. • It comes from the singular word ‘Medium’ which refers to each specific way. Ex: Television is a medium. • The collection of all medium is called media. Ex: Collection of print, broadcast, out-of-home & interactive communication.

3. Forms of Media Television Radio Outdoor Internet Magazines Newspapers Direct Mail Telemarketing Others

4. Forms of Media (continued) Television Ad with television is a catchy musical tune, sexy content or motion that grab the viewers' attention. With this form, it is possible to incorporate images and sounds to persuade the viewers.

5. Forms of Media (continued) • Television • Advantages: • High reach • High frequency potential • Low cost per contact • High intrusion value (motion, sound) • Quality creative opportunities • Short lead time

6. Forms of Media (continued) • Television • Disadvantages: • Greater clutter • Low recall due to clutter • Channel surfing during commercials • Short amount of copy • High cost per ad

7. Forms of Media (continued) • Radio • Ad through this media is low cost option • The key is to be careful selection, time selection and construction of the ad

8. Forms of Media (continued) • Radio • Advantages: • Recall promoted • Narrower target markets • Ad music can match station’s programming • High segmentation potential • Flexibility in making new ads • Able to modify ads to fit local conditions • Intimacy (with DJs and radio personalities) • Mobile people carry radios everywhere • Creative opportunities with music and other sounds

9. Forms of Media (continued) • Radio • Disadvantages: • Short exposure time • Low attention • Few chances to reach national audience • Overload • Target duplication when several stations use the same format

10. Forms of Media (continued) • Outdoor • Billboards along major roads are the most common form of outdoor advertising. • Signs on Cabs, buses, park benches and fences of sports arenas are also types of outdoor advertising.

11. Forms of Media (continued) • Outdoor • Advantages: • Able to select key geographic areas • Accessible for local ads • Low cost per impression • Broad reach • High frequency on major commuter routes • Large, spectacular ads possible

12. Forms of Media (continued) • Outdoor • Disadvantages: • Short exposure time • Brief messages • Little segmentation possible • Cluttered travel routes

13. Forms of Media (continued) • Internet • Ad with internet is today much more popular to the target markets because of downloading feature. • Evidence shows that television audiences are migrating to the internet.

14. Forms of Media (continued) • Internet • Advantages: • Creative possibilities • Short lead time to send ad • Simplicity of segmentation • Easier to measure responses directly • High audience interest on each web site

15. Forms of Media (continued) • Internet • Disadvantages: • Clutter on each site • Difficult procedures to place ads and buy time • Only for computer owners • Short life span • Low intrusion value • Hard to retain interest of surfers

16. Forms of Media (continued) • Magazines • For many years, magazines have always been a second choice. • Magazines advertising is three times more cost effective than television.

17. Forms of Media (continued) • Magazines • Advantages: • High market segmentation • High color quality • Long life • Targeted audience interest by magazine • Direct response techniques (e.g. coupons, web-addresses, toll-free numbers) • Availability of special features (i.e. scratch and sniff) • Read during leisure time (longer attention to ad)

18. Forms of Media (continued) • Magazines • Disadvantages: • High cost • Little flexibility • High level of clutter • Long lead time to ad showing • Declining readership (some magazines)

19. Forms of Media (continued) • Newspapers • For many small local firms, newspapers, billboards and local radio programs are the only viable advertising options. • Newspapers can be distributed daily, weekly or in partial form as the advertising supplements found in the front sections of many grocery stores and retail outlets.

20. Forms of Media (continued) • Newspapers • Advantages: • Priority for local ads • High flexibility • High credibility • Strong audience interest • Longer copy-message possible • Cumulative volume discounts • Coupons & special-response features

21. Forms of Media (continued) • Newspapers • Disadvantages: • Poor buying procedures • Short life span • Major clutter (especially holidays) • Poor quality reproduction (especially color) • Internet classified competition

22. Forms of Media (continued) • Direct mail • companies send ad directly to target markets of customers through mailing lists. • Theses firms mails free samples, coupons, and other special features to potential customers on a daily basis. • Example like Wal-Mart, KFC, Pizza Hut etc.

23. Forms of Media (continued) • Direct mail • Advantages: • Lands in the hands of the target person • Offers direct-response programs • Targeted to geographic market segments

24. Forms of Media (continued) • Direct Mail • Disadvantages: • More Expensive for color brochure • Highly cluttered • Annoyed by nuisance

25. Forms of Media (continued) Telemarketing Advertising goes through the telephone or mobile phone is called telemarketing advertising. Example like broadband connection or public service advertising.

26. Forms of Media (continued) • Telemarketing • Advantages: • Personalized • Real-time interaction • Attention getting • Measurable results

27. Forms of Media (continued) • Telemarketing • Disadvantages: • Costly • Ugly image • intrusive

28. Forms of Media (continued) • Others • Directories • This type of advertising is mainly used by B2B companies or retailers. Ex: Yellow pages. • Infomercials • This is generally a 30-minutes commercial program that demonstrate a product, presents testimonials from satisfied users, and offers viewers one or more ways to buy the product direct. • Interactive TV • The convergence of computer, television and the internet is referred to interactive TV. This type of technology allows viewers to respond directly to TV commercials with a click of the remote control or a remote keyboard. Viewers can order movies instantly rather than making a phone call.

29. Other Forms of Media (continued) • Cinema & Video • The advertisement which is shown before starting a movie or after the interval of the movie then it is called cinema advertising. The advertisement which is shown in a compact disc along with the movie then it is called Video advertising. • Nontraditional Media • This type of advertising reaches people in unintentional ways – in the streets or unexpected place. Ex: Hot-air balloons, side-walk painting, toilet-stall doors, mouse-pad, ATM screens, race cars, coffee cup/ mugs etc.

30. Alternative Form of Media • Some new ways are available for companies sending out advertisements: • Mall kiosk ads • Ads send by fax • Ads on T-shirts & Caps • Small, freestanding road signs • Leaflets, brochures & carry-home menus • Yellow pages & phone book advertisements • In-house advertising magazines placed by airlines in seats • Ads shown on video replay scoreboards at major sports events • Self-run ads in motel rooms on television, towels, ice chests and so on • Ads on carry-home bags from stores (grocery stores & retail outlets) • Ads on movie-trailers both in theaters & on home video rental products • Ads on the walls of airports, subway terminals, bus terminals & inside cabs & buses or transit advertising

31. Alternative Form of Media • Some pros & cons about new ways of advertisements: • Small, freestanding road signs effectively gain attention. • Yellow pages ad has become more difficult as additional firms enter into the phone book preparation market. • Mall kiosk ads are placed in high traffic areas but are easily defaced by vandals. • Ads sent by fax are low cost and can be highly targeted.