Principles of Advertising & Principles of Advertising & Marketing CommunicationMarketing Communication
Chapter 11: Media CharacteristicsChapter 11: Media Characteristics
Media ClassificationsMedia Classifications
Media: an umbrella term for all Media: an umbrella term for all types of print, broadcast, out-of-types of print, broadcast, out-of-out, and interactive out, and interactive communication.communication.
Medium: Each specific type of Medium: Each specific type of media (TV, Radio, Newspapers)media (TV, Radio, Newspapers)
Examples of Media Vehicles: Examples of Media Vehicles: Manila Bulletin, MTV, 90.7Manila Bulletin, MTV, 90.7
Media Classifications…Media Classifications…Cont’dCont’d
Mass Media: communication Mass Media: communication channels through which channels through which messages may be sent to the messages may be sent to the “masses”-large, diverse “masses”-large, diverse audiences.audiences.
Niche Media: communication Niche Media: communication channels through which channels through which messages are sent to audiences messages are sent to audiences with a distinct commonality.with a distinct commonality.
Media Classifications…Media Classifications…Cont’dCont’d
Addressable Media: media that Addressable Media: media that carry messages to identifiable carry messages to identifiable customers or prospects.customers or prospects.
Interactive Media: two-way Interactive Media: two-way media allowing both companies media allowing both companies and customers to send and and customers to send and receive messages.receive messages.
Media Selection:Media Selection:Quicklist of AdvantagesQuicklist of Advantages
Medium
Newspapers
Magazines
TV
Radio
Direct Mail
Outdoor
Advantages
Many ad sizes available, quick placement,
and local targeting.
High-quality graphics/reproduction, prestige factor, and color.
Combines sight, sound, movement. A single message. Demonstration.
Intimacy, loyal following, and ability to change message quickly.
Measurable, graphics, color, 3-D, and highly personal.
Local targeting, graphics, color, simple message, and larger than life.
Print MediaPrint Media
NewspapersNewspapers Formats and Features:Formats and Features:
Broadsheets Broadsheets TabloidsTabloids Content divided by topicContent divided by topic Ad space is sold per column inch (a space Ad space is sold per column inch (a space
that is one column wide and one inch tall) that is one column wide and one inch tall) (Ex. If column is 4 columns wide and 10 (Ex. If column is 4 columns wide and 10 inches tall-40 column inches).inches tall-40 column inches).
Coverage & audience measurement: Coverage & audience measurement: circulation and readers per copy (RPC)circulation and readers per copy (RPC)
Print Media…Print Media…Cont’dCont’d
NewspapersNewspapers Classified ads: small-space, words-only ads Classified ads: small-space, words-only ads
presented in a clearly labeled section with no presented in a clearly labeled section with no surrounding editorial content. (Classified display surrounding editorial content. (Classified display ads: includes graphics and larger sizes of type)ads: includes graphics and larger sizes of type)
Display ads: ads that generally contain more Display ads: ads that generally contain more graphics and white space that copy and appear graphics and white space that copy and appear next to editorial content.next to editorial content.
Supplement inserts: inserts that are preprinted Supplement inserts: inserts that are preprinted by an advertiser and enclosed with the by an advertiser and enclosed with the newspapernewspaper
Free-standing inserts: supplements that contain Free-standing inserts: supplements that contain ads, most with coupons, for a variety of national ads, most with coupons, for a variety of national brands.brands.
Pros of Newspapers AdvertisingPros of Newspapers Advertising
Mass medium
Local medium
Comprehension in scope
Geographic selectivity
Timeliness
Credibility
Selective attention
Creative flexibility
An active medium
A permanent record
Reasonable cost
What Works Best in PrintWhat Works Best in Print
Use simple layouts
Always caption photos
Long copy is okay
Avoid negative headlines
Seek story appeal
Photos work better than illustrations
Look at your ad in its editorial environment
Develop a single ad format
Before-and-after photos better than words
Do not print copy in reverse type
Make each ad a complete sale
Print Media…Print Media…Cont’dCont’d
MagazinesMagazines Classification:Classification:
Frequency of distribution (weekly, monthly, Frequency of distribution (weekly, monthly, quarterly)quarterly)
Type of audience (consumer, business, Type of audience (consumer, business, trade and professional)trade and professional)
Type of distribution:Type of distribution: Paid-circulation publications-magazines that Paid-circulation publications-magazines that
sell subscriptionssell subscriptions Controlled-circulation publications-trade, Controlled-circulation publications-trade,
industrial, and organizational magazines that industrial, and organizational magazines that are distributed free to those working in a are distributed free to those working in a given subject area or affiliated with a given given subject area or affiliated with a given organizationorganization
Higher pass-along rate or RPCHigher pass-along rate or RPC
Print Media…Print Media…Cont’dCont’d
MagazinesMagazines Gatefolds: two or more oversize pages that fold-Gatefolds: two or more oversize pages that fold-
out from the magazineout from the magazine Tip-ins: Pre-printed ads that are bound or glued Tip-ins: Pre-printed ads that are bound or glued
into the magazine but are printed on heavier into the magazine but are printed on heavier paper than the rest of the magazine.paper than the rest of the magazine.
Business Reply Cards (BRCs): postcard-sized Business Reply Cards (BRCs): postcard-sized ads that are (a) slipped between the pages (so ads that are (a) slipped between the pages (so they easily fall out when the magazine is read), they easily fall out when the magazine is read), (b) tipped into the binding so they are easily (b) tipped into the binding so they are easily seen but held in place, or (c) stuck onto an ad.seen but held in place, or (c) stuck onto an ad.
Pop-up ads: three-dimensional ads that stand Pop-up ads: three-dimensional ads that stand up when the magazine is opened to the page on up when the magazine is opened to the page on which they appear.which they appear.
Scent strips: patches that readers can scratch or Scent strips: patches that readers can scratch or pull off to elicit a smell (used for perfumes, air pull off to elicit a smell (used for perfumes, air fresheners, and foods).fresheners, and foods).
Print Media…Print Media…Cont’dCont’d
MagazinesMagazines Ad space sold in portions of a Ad space sold in portions of a
page-quarter-, half-, and full-age page-quarter-, half-, and full-age ads, as well as double-page ads, as well as double-page spreads (which are ads printed spreads (which are ads printed across two facing pages).across two facing pages).
Bleed ads: ads with graphics that Bleed ads: ads with graphics that go to the edge of the page.go to the edge of the page.
Pros of Magazine AdvertisingPros of Magazine Advertising
Flexibility
Color
Authority and believability
Permanence
Prestige
Audience selectivity
Cost efficiency
Selling power
Reader loyalty
Extension pass-along readership
Merchandising assistance
Broadcast MediaBroadcast Media
Audience measurementAudience measurement Rating point: 1 percent of a Rating point: 1 percent of a
communication vehicle’s coverage communication vehicle’s coverage area that has been exposed to a area that has been exposed to a broadcast program.broadcast program.
Audience share: the percentage of Audience share: the percentage of persons using a radio or TV at a persons using a radio or TV at a particular time who are tuned to a particular time who are tuned to a particular station.particular station.
Sales pricing (:30 and :60)Sales pricing (:30 and :60)
Broadcast Media…Broadcast Media…Cont’dCont’d
RadioRadio Image transfer: a process by which Image transfer: a process by which
members of a target audience exposed members of a target audience exposed to the sights and sounds of a brand’s TV to the sights and sounds of a brand’s TV message when they are exposed to a message when they are exposed to a similar soundtrack on radio.similar soundtrack on radio.
Daypart: block of time identified by a Daypart: block of time identified by a station for the purpose of setting ad station for the purpose of setting ad rates (6-10AM, 10AM-3PM, 3-7PM, rates (6-10AM, 10AM-3PM, 3-7PM, 7PM-Midnight, Midnight-6AM)7PM-Midnight, Midnight-6AM)
Broadcast Media…Broadcast Media…Cont’dCont’d
TVTV Infomercials: 30-minute commercial Infomercials: 30-minute commercial
“program” that demonstrates a product, “program” that demonstrates a product, presents testimonials from satisfued presents testimonials from satisfued users, and offers viewers one or more users, and offers viewers one or more ways to buy the product direct (toll-free ways to buy the product direct (toll-free number, website address, mailing number, website address, mailing address).address).
Interactive TV: the convergence of Interactive TV: the convergence of computers, television, and the internetcomputers, television, and the internet
Pros and Cons of Pros and Cons of Broadcast TV AdvertisingBroadcast TV Advertising
Mass coverage
Low cost
Some selectivity
Impact
Creativity
Prestige
Social dominance
High production costs
High air-time costs
Limited selectivity
Brevity
Clutter
Zipping and Zapping
Pros Cons
TV Network and Syndication DistributionTV Network and Syndication Distribution
Advertiser
a. Network
CommercialsNetworkProducer Localstation
Advertiser
b. Syndication
CommercialsProducer Localstation
Programming
Programming
Programming
Pros and Cons of Radio Pros and Cons of Radio AdvertisingAdvertising
Reach and Frequency
Selectivity
Cost-efficiency
Timelessness
Immediacy
Local relevance
Creative flexibility
Limitations of sound
Segmented audiences
Short-lived and half- heard commercials
Clutter
Pros Cons
Out-of-Home MediaOut-of-Home Media
Out-of-homeOut-of-home Billboards or outdoor boardsBillboards or outdoor boards Theater and video adsTheater and video ads Product placement in moviesProduct placement in movies Aerial advertisingAerial advertising Electronic kiosksElectronic kiosks Ads in elevators or bathroom stallsAds in elevators or bathroom stalls Banner displays on ATMBanner displays on ATM Chalk and stencil sidewalk messagesChalk and stencil sidewalk messages Placards on shopping cartsPlacards on shopping carts
Out-of-Home Media…Out-of-Home Media…Cont’dCont’d
Out-of-homeOut-of-home Bulletins: 14x48 ft; either painted or printed Bulletins: 14x48 ft; either painted or printed
panels; usually create for a local marketer in the panels; usually create for a local marketer in the outdoor company’s shop and then assembled outdoor company’s shop and then assembled on the billboard structure.on the billboard structure.
30-sheet posters: 12x25 ft; printed on large 30-sheet posters: 12x25 ft; printed on large sheets in multiple copies and then distributed to sheets in multiple copies and then distributed to a local outdoor companies, which mount the a local outdoor companies, which mount the sheets on the outdoor board.sheets on the outdoor board.
8-shweet panels (also called junior panels): 8-shweet panels (also called junior panels): 5x11 ft; good with pedestrian traffic; often used 5x11 ft; good with pedestrian traffic; often used by food-product manufacturers as a reminder by food-product manufacturers as a reminder near a grocery store.near a grocery store.
Spectaculars: nonstandard; used in busy metro Spectaculars: nonstandard; used in busy metro areas such as New York, Hong Kong, etc.; areas such as New York, Hong Kong, etc.; electronic signs with movement, color, and electronic signs with movement, color, and flashing lights designed to grab attention in high-flashing lights designed to grab attention in high-traffic areas.traffic areas.
Out-of-Home Media…Out-of-Home Media…Cont’dCont’d
Cinema and VideoCinema and Video Promotional video networks: Promotional video networks:
companies that use videos or companies that use videos or satellite transmission to a satellite transmission to a distribute programs and distribute programs and commercial messages.commercial messages.
Nontraditional MediaNontraditional Media Guerilla marketing: a marketing Guerilla marketing: a marketing
approach that reaches people in approach that reaches people in unconventional ways-in the streets unconventional ways-in the streets or in other unexpected places.or in other unexpected places.
Out-of-Home Media…Out-of-Home Media…Cont’dCont’d
Product PlacementProduct Placement Paid verbal or visual brand Paid verbal or visual brand
exposure in entertainment exposure in entertainment programmingprogramming
The Pros and Cons of Outdoor The Pros and Cons of Outdoor AdvertisingAdvertising
Accessibility
Reach
Frequency
Geographic flexibility
Demographic flexibility
Cost (lowest per exposure)
Impact
Creative flexibility
Location
Fleeting message
Environmental influence
Audience measurement
Control (hard to inspect panels for quality, etc.)
Planning and costs (long lead times, upfront costs)
Availability of locations
Visual pollution
Pros Cons
Transit AdvertisingTransit Advertising
Truck AdsTruck Ads Bus WrapsBus Wraps
The Pros and Cons of The Pros and Cons of Transit AdvertisingTransit Advertising
Long exposure
Repetitive value
Eagerly read messages
Low cost
Creative flexibility (special constructions, etc.)
Need satisfying (able to target it well)
Environmentally sensitive (fits growth in public transit)
Status (lack of)
Crowded environment
Selectivity
Clutter
Location
Creative restrictions (copy limited, etc.)
Pros Cons
Internet AdvertisingInternet Advertising
Banner AdsBanner Ads Content SponsorshipsContent Sponsorships Email AdsEmail Ads WebsitesWebsites
Pros and Cons of Pros and Cons of Internet AdvertisingInternet Advertising
Truly Interactive
Enormous audience
Immediate response
Affluent market
In-depth information
Rapid-growth industry
Business-to-business
Advertorials
Virtual storefront
Untested medium
Targeting costs
Slow downloads
Not yet mainstream
Ad may be placed inappropriately
Unproved security and privacy
Global marketing limitations
Pros Cons
Pros and Cons of Pros and Cons of Direct-Mail AdvertisingDirect-Mail Advertising
Selectivity
Intensive coverage, extensive reach
Flexibility
Control
Personal Impact
Exclusivity
Highest response
Testability
High per-exposure cost
Delivery problems
Lack of editorial content support
Selectivity problems
Negative attitudes
Environmental concerns
Pros Cons
Consumer Attitudes Toward Consumer Attitudes Toward Media (abbreviated)Media (abbreviated)
57%
9%
20%
11%
3%
Television
Radio
Newspapers
Magazines
Don’t know
81%
5%9%
2%3%
Authoritative Influential
Consumers’ Expectations Consumers’ Expectations for Packagingfor Packaging
• Ease (to handle and store)
• Convenience
• List ingredients
• Instructions
• Life o f product
• Disposal method
• Toll-free phone number for emergencies
• Performance guarantees
• Safety guarantees
• Environmental safety (biodegradability)
• Reusable
• Recyclable
Consumer Advocacy Groups’ Consumer Advocacy Groups’ Expectations for PackagingExpectations for Packaging
• Package safe to handle and use
• Environmentally safe
• Package free of health hazards
• Self-informative – List of ingredients – Instructions
– Disposable method – Toll-free phone number for emergencies
– Warranties – Expiration dated
• Recyclable
• Adherence to federal and local regulators