1. Advertising Media

2. Advertising Media
Print Media
Place Media
Broadcast Media
Narrowcast Media

3. Print Media
Print Media
 Newspapers
 Magazines

4. National Newspapers

5. Local Newspapers
Metro Daily Newspapers
Regional Daily Newspapers
Local Weekly Newspapers

6. Newspaper Readers
Mass market (wide reach)
Readership increases with:
 Age
 Education
 Income

7. Types of Newspaper Ads
Classified
Display
 Local vs. National
Supplements

8. Advantages of
Newspapers
Geographic targeting
High credibility
Permanence/User-paced
High information potential

9. Disadvantages of
Newspapers
Limited color
Poor reproduction quality
One day life span
Unattractive layouts
Hard to measure actual exposure

10. Strategic Use of
Newspapers
Coverage medium
Geographic targeting
Local retail ads
High involvement consumers/products
Rational appeals

11. Magazines
General circulation magazines
Specialized Magazines
 Target marketing
Trade Magazines

12. General Circulation
Magazines

13. Specialized Magazines

14. Trade Magazines

15. Advantages of
Magazines
High color reproduction quality
High credibility
Permanence/User-paced
Pass along factor
High information potential

16. Disadvantages of
Magazines
Hard to measure actual exposure
Long lead times
Expensive: High CPMs

17. Strategic Use of
Magazines
Highly specialized target marketing
Geographic targeting with zip editions
High involvement consumers/products
Rational and emotional appeals

18. Place/Outdoor Media
Billboards
Transit

19. Billboards

20. Billboards

21. Billboard Sabotage

22. Advantages of
Billboards
High frequency
Geographic flexibility
Low cost per exposure

23. Disadvantages of
Billboards
Fleeting message
Limited information
Long lead times
Location unavailability
Visual pollution

24. Strategic Use of
Billboards
Good coverage medium
Localized support medium
Low involvement products

25. Transit Advertising

26. Advantages of Transit
Captive audience
Low cost
Supports mass transit systems

27. Disadvantages of
Transit
Lack of status
Cluttered environment
Limited information potential

28. Strategic Use of Transit
Localized support medium
High and low involvement products

29. Broadcast Media
National Television
Local Television
Cable Television
Syndicated Television
Radio

30. National Television
Networks

31. Advantages of
National Television
Mass coverage
Low cost per thousand (CPM)
Some content-based targeting
High impact
Creativity/stopping power

32. Disadvantages of
National Television
High production costs
High absolute media costs
Brevity
Impermanence/Not user-paced
Low information potential
Clutter
Zipping and Zapping

33. Strategic Use of
National Television
Coverage medium
Low involvement consumers/products
Emotional appeals

34. Local Television
Local Affiliates
Local Independents

35. Local Television
Stations

36. Cable Television
Superstations
News channels
Entertainment channels
Specialized channels

37. Superstations

38. News Channels

39. Entertainment Channels

40. Specialized Channels

41. Advantages of Cable TV
Similar to National Television
Low cost: absolute and CPM
More specialized audiences

42. Disadvantages of Cable TV
Similar to National Television
Lower quality ads
Limited reach
Fragmented audience

43. Strategic Use of Cable TV
Targeting with television
Some high involvement consumers with
specialized channels
Emotional / rationale appeals

44. Syndicated Television
First-run syndication
Rerun syndication (off network)

45. First-run Syndication

46. Rerun Syndication

47. Forms of Television
Advertising
Sponsorships
 Infomercials
Participation
 Breaks within a program
Spot announcements
 Breaks between programs

48. Radio
Network Radio
Syndication
Unwired networks
Satellite Radio
Local Spot Radio

49. Network Radio

50. Local Radio Stations

51. Advantages of Radio
Low media cost
Low production costs
Short lead times
Captive audiences
Specialized audiences

52. Disadvantages of Radio
No visuals
Low information potential
Impermanence/Not user-paced
Fragmented audiences
Complicated media buys
Clutter

53. Strategic Use of Radio
Good targeting medium
Localized support medium
High and low involvement
products/consumers
Rational and emotional appeals

54. Narrowcast Media
Direct marketing
 Telemarketing
 Direct mail
Yellow pages
Interactive media (The Internet)

55. Direct Media
Direct Mail
Catalogues
Broadcast media
 Infomercials
 800 numbers
Telemarketing

56. Advantages of Direct
Personalized impact
Elaborate databases for targeting
Reaches inaccessible audience
Measurable exposure/success

57. Disadvantages of Direct
High CPMs
Junk mail
High audience refusal rates
Environmental concerns
Key is a high quality mailing list

58. Strategic Use of Direct
Target marketing
Relationship marketing
High involvement consumers/products

59. The Internet
Rapid adoption/growth
Importance as an advertising medium
Massive shift in advertising dollars

60. Adoption Curves for
120
Various Media
Millions of Users
80
60
50
40
Radio TV Cable Internet
20
0
1922 ‘26 ‘30 ‘34 ‘38 ‘42 ‘46 ‘50 ‘54 ‘58 ‘62 ‘66 ‘70 ‘74 ‘78 ‘82 ‘86 ‘90 ‘94 ‘98 Est
The Internet is the fastest growing medium in history Years to reach 50 MM users
* Launch of HBO in 1976 was used to estimate the Radio 38
beginning of cable as an entertainment/ad medium. TV 13
** Morgan Stanley Technology Research estimate
Cable 10*
(Chart shows the Internet beginning as an entertainment/ad Internet 5**
medium in 1994 because its earlier use was restricted to
governmental activities)

61. Advantages of the
Internet
Interactive medium/Active audience
Affluent market
Permanence/User-paced
High information potential
Immediate response

62. Disadvantages of the
Internet
Untested medium
Fragmented audience
Slow downloads
Security and privacy issues

63. Strategic Use of the
Internet
Target marketing
High involvement consumers/products

64. Miscellaneous
Advertising
Movie trailers
 Controlled by motion picture companies and
distributors, not theaters
Blimps and planes
Sporting events
Grocery carts
Ticket backs
Videocassettes
Rapidly growing list of other ad media