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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.
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• 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.