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BA230 – Types of Media

Types of Media

Types of Media

What do all of these things have in common?

They all communicate infomation.

Types of Media

Types of Media

Choosing media depends not only

what I want to communicate ,

but also

whom I want communicate to…

Media Mix

Main question: What type of medium will enhance the dissemination of my information in an effective way?

Medium…singular form of media

Media Mix…usage of various types of media which are strategically combined in an advertising plan

Media vehicle…a specific TV program, newspaper, or radio station or program

Media planning…is the proper plan to choose the right media at the right time for the right target audience

Media Mix

• Television

• Radio

• Magazines

• Newspaper

• Out-of-Home

• Cinema

Types of “Traditional” Media

• Newspapers

• Magazines

• Out-of-home

Print Media

• The structure of newspapers

– Frequency of publication

– Size

– Circulation and net sales

– Types of readers

– Special Areas

Newspapers

– Classified

– Display

– Special advertisements

– Supplements’ advertisements

– Inserts

Advertising in newspapers

Newspapers

• National and local ads

• Mass market coverage

• High credibility

• Strong audience interest

• Longer copy

• High flexibility

• Clutter

• Short time span

• Poor quality reproduction

• Limited audience

Advantages Disadvantages

Magazines

• Structure of magazines – Audience (consumer, business,

industrial, professional)

– Geography

– Demographics

– Editorial content

– Physical characteristics

– Distribution and circulation

• High segmentation

• High color quality

• Long life ad

• Direct response techniques

• Read during leisure

• Longer attention to ads

• Little flexibility

• High cost

• Clutter

• Compete for attention with other magazine features

Advantages Disadvantages

Magazines

With cigarettes, your life goes to ashes.

With cigarettes, your life goes to ashes.

With cigarettes, your life goes to ashes.

Out of Home Ads

• Includes everything from

billboard to hot air

balloons. Ads on buses,

posters on walls, shopping

kiosk, taxi signs, bus stops

etc.

Advantages of Out-of-Home

• Low cost

• Can be localised

• Can be used seasonally

• Easily changed to suit circumstances.

Disadvantages of Out-of-

Home

• Limited capacity

• Difficult to evaluate

• Difficult to target

• Vulnerability

• Noise

• Environmental restrictions.

City light poster Bus stop Advertising

pillar City Light Board

Billboard Megalight Megaboard

Formats of Out-of-Home

Source: www.wall.com.tr

Transport Advertising

• Outside transport advertising

• Inside transport advertising

Ambient Advertising Media

• Supermarket trolleys

• Transport tickets

• Carrier bags

• Floor advertising

• Toilet-wall advertisements

• Beer mats

• Bookmarks

• ...

It refers to almost any kind of advertising that occurs in

some non-standard medium outside the home.

Intrusive ads in public places.

Take your kids for a check-up of their jaws and teeth before it's too late.

Dr. Rathenow specializes in early diagnosis and correction of children's defective jaws and teeth.

• Television

• Radio

• Cinema

Broadcast Media

• Public television

• Cable and subscription television

• Local television

• Specialty television

Structure of the Television Industry

Television Advertising

• Forms of television advertising

– Spots

– Sponsorships

– Participations

– Advertorials

– Product placements

– Digital ads

– Banner ads

Advantages of TV Advertising

• Realism

• Repetition

• Impact

• Appeal to retailers

• Links with other media.

Disadvantages of TV Advertising

• Lack of selectivity

• Impermanent medium

• Zapping

• Clutter

• Audience fade-out

• Cost

• Long production type

• Restrictions on content

• Erosion of target audiences.

Structure of the Radio Industry

• AM-FM

• Public radio

• Web radio

• Satellite radio

Radio Advertising

• Spot Ads

• Sponsorships

• National, local-regional ads

• Advertorials

Advantages of Radio Advertising

• Radios are cheap

• Mobile medium

• No need to be literate to enjoy radio

• Live medium

• Does not require the listener’s sole attention

• Can be localised

• Can be targeted to different people at different times of day

• Cheapness and flexibility of advertisement production

• Intimate medium.

Disadvantages of Radio

• Lack of visuals, audio medium only

• Relies heavily on audience imagination

• Inattention of listeners

• Low number of listeners

• Clutter

Cinema Advertising

• All the advantages of TV

• Also cannot be zapped

• Audience fade-out minimal

• Predominantly young audience

• Rising cinema attendance in recent years

• Extremely flexible, relatively cheap.