- The majority of people listen at home or car. It helps ads reach selective targets. Allows a personal connection (speaks to individuals not as a group) - Format: the type of nature of the programming offered by a radio station. (appeals to a target group) - Referred to as a frequency medium. If frequency is the strategic priority than it’s a good alternative - Morning medium (tv is night) and its cheap. - Newspaper : net advertising revenue generated annually by newspapers are declining. Reflection of the consumer digital shift. - Circulation: the average number of copies per issue of a publication sold by subscription, distributed free to predetermined recipients, carried with other publications, or made available through retail distributors - Broadsheet: a large newspaper with a fold in its middle - Tabloid: a smaller newspaper that is sold flat (not folded) National advertising : ads sold to advertisers and ad agencies by a national sales department. (products/services marketed nationally) Retail advertising : ads by a retail store; involves store name, image, location, re- advertising of branded merchandise carried by the store Classified advertising : print ads in which similar goods and services are grouped together in categories under appropriate headings. Insert : a preprinted, free-standing advertisement specifically placed in a newspaper or magazine. (supermarkets, drugstores) Sponsored content : readers may not realize they’re reading ads. Disadvantages : gets old fast, clutter in ads, mobile devices. - Magazines : - Paid circulation : the circulation of a newspaper or magazine that is generated by subscription sales and newsstand sales. - Controlled circulation : the circulation of publication that is distributed free to individuals in a specific demographic segment or geographic area. - Good alternative for marketers using rifle strategy or profile marching. - Referred to as a “class” medium rather than mass because its specific to demographics. - Out-of-Home Advertising : highly visible and effective because the number of commuting Canadians. (Digital boards) reaches the most amount of people. Good to get logo name or slogan known. Awareness. Restricted creativeness.
MCS*3620 Chapter 5 - Outdoor advertising : good for shotgun ads, good for launching new products, good for mass audience in short period. Must be a brief message, not targeted, high cost. Posters (billboard) : common, usually a picture dominant advertisement with a minimum of copy, Backlit (backlight) post : a luminous outdoor sign printed on polyvinyl material Super board (spectacular) : outdoor advertising that is larger than a normal poster and much more expensive to produce; can include extensions beyond borders and electronic messaging. Murals : a hand-printed outdoor ad seen on the side of a building Digital video boards : outdoor advertising boards capable of displaying video content.
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- Fall '13
- Advertising, media planner