Advertising MediaChapter 20Ms. LeDee

MediaThe avenues used to deliver promotional messages.

Three Types of MediaPrint

Broadcast

Internet / Specialty

Newspaper (Print)

Advantages Fairly inexpensive Timely

Current information Target Market

Information applies to the geographic area where paper is delivered.

Disadvantages Low quality ad

Plain, not eye catching

Black & White Boring to look at

Short life span People will throw

paper away quickly

Magazines (Print)Advantage Better Quality Use color Longer Ad life Creative Psychographics

Disadvantage More expensive Not timely No local

advertising

Direct Mail (Print)

Advantages Can send product

samples Select your target

market Competitors do

not see your ad

Disadvantages Considered junk

mail Postage rate

increase Low consumer

response

Outdoor Billboards (Print)

Advantages Works 24 hours a

day Always available for

viewing Easy Repetition

People will drive by the same sign over and over.

Disadvantages Traffic hazard The message must

be short Driving by at 70mph

Directory (Print)

Advantages Low cost Every household

gets one Ads will last one

year Local

Disadvantages Low quality Not timely

May list in directory and move within a year.

Competitors are listed next to your ad.

Transit: Taxi, Bus, Subway (Print)

Advantages Good exposure in

urban areas

Disadvantages Defacement

Graffiti

Television (Broadcast)

Advantage

Can reach most people

Seeing is believing Can see & hear it

Disadvantage Most expensive Remote control

People tend to switch off of commercials

Radio (Broadcast)

Advantages Less Expensive Mobile Media

Meaning it can go with you (car)

Disadvantages No visual element

Can only be heard Hard to define the

market People listen to a

variety of music and stations.

Internet / Specialty Items Low cost giveaways “traffic builders” Pens Pencils Hats Lanyards T-shirts Golf balls Magnets Notepads Bottle Openers