Chapter Twelve

Traditional Advertising Traditional Advertising MediaMedia

Media Vs. VehiclesMedia Vs. Vehicles

Media

The general

communication

methods that carry

advertising messages

e.g., television, magazines,

newspapers, etc

Vehicles

Specific broadcast

programs or print

choices in which

advertisements are

placed

e.g., Friends, NBC Evening News, Time,

Cosmopolitan2

Advertisers attempts to select the media and vehicles whose characteristics are

most compatible with the advertised brand in reaching its target audience and

conveying its intended message

Traditional Major Advertising MediaTraditional Major Advertising Media

Out-of-home advertising

Magazines Radio

Newspaper

Television

3

Which Media Do It Best?Which Media Do It Best?

Media

Comparison

Things to Consider:

4

Out-of-Home (Outdoor) AdvertisingOut-of-Home (Outdoor) Advertising

• >$5 Billion per year• Regarded as supplementary• Examples:

5

Out-of-Home (Outdoor) AdvertisingOut-of-Home (Outdoor) Advertising

400,000 billboards in the US

Designed with name recognition as the primary objective

Two major forms:

(1)

(2)

Billboard AdvertisingBillboard Advertising

• Alongside highway and heavily traveled locale

• Silk-screened or lithographed

• Sold on a monthly basis

Poster Panels Painted Bulletins

• Hand painted directly on the billboard

• Purchased for 1-3 year period

• To achieve a consistent and relatively permanent presence

Billboard AdvertisingBillboard Advertising

Example of a poster panel8

Billboard AdvertisingBillboard Advertising

Example of a

painted bulletin

Billboard AdvertisingBillboard Advertising

Restaurants and Liquor:

*

*Other advantages and limitations of outdoor medium: See text

10

NewspapersNewspapers

• 60 million households during week and nearly 62 million on Sundays

• Historically leading advertising medium but declining in recent years

NewspaperNewspaper

• Audience in right mental frame

• Mass audience coverage

• Flexibility• Ability to use

detailed copy • Timeliness

• Clutter• Not highly selective• Higher rates for

occasional advertisers• Mediocre reproduction

quality• National Buying

complicated• Changing composition

of readers

Magazine AdvertisingMagazine Advertising

• Hundreds of special - interest magazines

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Buying Magazine SpaceBuying Magazine Space

Rolling Stone adult

demographic profile

Buying Magazine SpaceBuying Magazine Space

Rolling Stone

General Rate Cardwww.mediastart.com

Magazine’s Magazine’s

• Can reach large audiences• Selectivity• Long life• High reproduction quality• Detailed information

possible• Convey information with

authority• High involvement potential

• Not intrusive• Long lead times• Clutter• Limited geographic

options• Circulation patterns

vary by market

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Simmons Market Research Bureau Simmons Market Research Bureau and Mediamarkand Mediamark

• Audience size and composition Audience size and composition for 100 publicationsfor 100 publications

• Broadcast exposure and usage Broadcast exposure and usage of over 800 consumer products of over 800 consumer products and servicesand services

• Lifestyle informationLifestyle information

• Media usageMedia usage

Television AdvertisingTelevision Advertising

• What % of all households have televisions?

• Uniquely personal and demonstrative yet expensive

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TelevisionTelevision

• Market product nationally

• Major networks(ABC, CBS, Fox, NBC)

• Expensive but can be a cost efficient means to reach mass audience

Syndicated

Network

Spot

Cable

Local

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TelevisionTelevision

• Advertising is placed only in selected markets

• Regional-oriented marketing and geodemographic segmentation of consumer markets

Syndicated

Network

Spot

Cable

Local

20

TelevisionTelevision

Syndicated programming

occurs when an

independent company

markets a TV show to as

many network-affiliated

or cable TV stations as

possible

Syndicated

Network

Spot

Cable

Local

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TelevisionTelevision

• 80% of households with television sets

• Narrow areas of viewing interest

• Cable subscribers are more economically upscale and younger

Syndicated

Network

Spot

Cable

Local

22

TelevisionTelevision

• Local advertisers are turning to television

• inexpensive during the fringe time

Syndicated

Network

Spot

Cable

Local

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TelevisionTelevision

• Demonstration ability• Intrusion value• Ability to generate

excitement• One-on-one reach• Ability to use humor • Effective with sales

force and trade• Ability to achieve

impact

• Escalating costs• Erosion of audience• Audience

fractionalization• Zipping and zapping • Clutter

See TextSee Text

• Radio

• Informercials

• Product Placements

• “How to Buy” details

• More to Come: » Audience Measurement