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Unformatted text preview: Chapter 15 – Media Planning: Print, Television, and Radio N.B. This chapter provides insights into the advantages/disadvantages and categories of advertising for the major forms of traditional media. This information is essential to understanding the basics of effective media planning. Highlight 1) 523 last paragraph in Which Media? Section a) What percentage goes to traditional print, radio and TV? ANS: 50% of all advertising dollars. b) Print and traditional media is the foundation of advertising creativity and money 2) Eg 524 Absolut success based on big idea, bottle as focal pt., 1 media class: print, stick w/it long-term a) Relied on print adv alone-primarily b/c spirits ads banned from broadcast at the time. b) Concept: feature the strange-shaped Absolut bottle as hero of each ad, only copy: 2-word tag line always beginning w/Absolut and ending w/ “quality” word (eg perfection / clarity ) – this evolved into a variety of clever combinations, eg “Absolute Centerfold” in Playboy feat. Absolut bottle w/all printing removed. 3) 525-6 six advantages of newspapers – know the gist of each a) Geographic selectivity – NPs reach well-defined geographic target audience. i) Some newspapers are beginning to run zoned editions (target even narrower geographic areas w/in metro market) which typically used by merchants doing business in local area ii) national marketers (eg Kellogg & Colgate) can use the paper carrier to deliver free samples to these zoned areas. b) Timeliness – newspaper is one of the most timely of major media. Newspaper allows advertisers to reach audiences in timely way – not just on daily basis. i) Ads can take advantage of special events or a unique occurrence in community. c) Creative opportunities i) Large & relatively inexpensive format = provide a lot of information to target audience @ relatively low cost; Important for products/services w/extensive/complex features that may need lengthy and detailed copy. d) Credibility – i) Newspapers still benefit from perception that “if it’s in the paper it must be the truth.” e) Audience interest – Even though readership is down, those readers that remain are loyal and interested. Many buy the newspaper specifically to see what’s on sale @ stores in the local area, making this an ideal environment for local merchants. Newspapers are primary medium for local classified advertising despite early concern that the Internet would cut deeply into classified revenue....
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- Spring '07