Broadcasters are very powerful in making media buying decisions Media alternatives - Traditional – television, radio, newspaper, magazines, out-of-home - Non-traditional – internet, mobile communications, video games, Facebook ads - Use of both primary and secondary media is recommended - Media agencies track data - Shift in advertising on both television commercials and YouTube commercials (people are not watching the advertisements anymore, skipping over) Television - Network advertising (Ads on networks) - Selective spots (when your ad gets played, during which shows, times) - Local spots (regional) - Sponsorships (sports, games, concerts) - Advantages o Number of viewers (high reach) o Brands are seen as “big” ($) - Disadvantages o Clutter of ads and there is noise which causes consumers to not pay attention o Very expensive o Broadcaster power - New strategies for reaching a TV audience o Product placement (deliberate placement of products in TV/film) o Branded content (existence of brand, discussion of brand, conscious/unconscious) GE + Jimmy Fallon Disadvantages – only works well for established brands, not as obvious to consumers, unclear objectives, no CTA, brand/product has to be synergistic with the media content) o Shorter TV commercials (to keep people’s attention) Radio - Station format determines audience profile - Ideal to reach targets defined by age - Important medium if a “Key market” strategy is utilized - Advantages – can listen on the go, captive audience, cheap, subliminal messages because radio provides background noise - Disadvantages – may be boring and not memorable, people switch channels after repetition - New technologies affecting radio o Internet radio (listening to traditional radio online) o Podcasting o Satellite radio (commercial free)
Newspapers - Offer geographic selectivity - High reach in local markets - Effective at reaching an older demographic, broadly defined adult market - Types of newspaper ads o National advertising o Retail advertising o Classified advertising o Preprinted inserts Magazines - Business and consumer magazines - Paid circulation : magazines you choose to purchase via subscriptions or random purchase - Controlled circulation : magazines that you do not select to purchase, may come to your door - Good for profile-matching and rifle strategies o Profile matching : ex. Home advertisements in a home magazine o Rifle : extremely targeted o Shotgun : mass marketing, little targeting - Magazines are a “class” medium instead of a “mass” medium Out-of-home advertising - Highly visible - Can reach a mobile population - Suitable to a shotgun approach - Outdoor advertising – posters, billboards, malls, murals on buildings etc. - Transit advertising – busses, subways, bus shelters - Other – washrooms, elevators, stadiums, cinemas
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