2. Advertising Management Traditional Adv. & Internet Adv. Traditional advertising This topic will focus on the four major of traditional advertising media: newspapers, magazines, radio and television. Advertising in US in these four media totaled approximately $190 billion in a recent year. TV reached nearly 42 percent of these total expenditures, newspapers 31 percent and radio over 11 percent.

3. Advertising Management Traditional Adv. & Internet Adv. Newspaper Newspaper advertising’s strengths: 1.The right mental frame to process advertisement; people read newspapers for news and they are in the right mental to received information. They love to read news of store openings, new products etc. 2.Mass audience coverage; broad reach and coverage extend across all strata.

4. Advertising Management Traditional Adv. & Internet Adv. Newspaper advertising’s strengths: 3.Flexibility; advertising copy can be placed in newspaper section that is compatible with the advertised product. For example: retailers of wedding accessories advertise in bridal section. Newspapers enable advertisers to design ads of many different sizes. 4.Ability to use detailed copy; detail product information and extensive editorial passages. 5.Timeliness; short lead time (the time between placing an advertisement and having it run) permit advertisers to tie in with local market developments.

5. Advertising Management Traditional Adv. & Internet Adv. Newspaper advertising’s limitations: 1.Clutter; a reader perusing a newspaper is confronted with many ads. 2.A mediocre reproduction quality; newspapers are not known to enhance a product’s perceived quality and elegance as can magazines and television. 3.Changing composition of newspaper readers; the large and attractive group of consumer aged 30 to 44 but those readers are less frequently than ever. 4.Readership of printed newspaper has declined since all major newspapers has created websites who do not want to pay for printed newspapers.

6. Advertising Management Traditional Adv. & Internet Adv. Magazines Magazine is considered as a mass medium, however there are literally thousands of special interest magazines that appeal to audiences that manifest specific interests and lifestyles. Magazine advertising’s strengths: 1.Very large audiences; some of magazines such as Rider’s Digest and Time. 2.Long life; magazines often are used for reference and kept for weeks around home. 3.High level of reproduction quality; could support the advertised product, look elegance, for example: furniture in Better Home and Gardens magazine. 4.Detail product information; conveying information with a sense of authority.

7. Advertising Management Traditional Adv. & Internet Adv. Magazines Magazine advertising’s limitations: 1.Not intrusive; readers control their exposure to a magazine ad. 2.Long lead time; magazine have long closing date that require advertising materials to be on hand for weeks in advance of the actual publication date. 3.Clutter; also a problem with magazines. 4.Fewer geographic options; although some large circulation magazines provide considerable selectivity.

8. Advertising Management Traditional Adv. & Internet Adv. Tabloids Tabloids can be said as a cross between newspapers and magazine. In appearance and paper quality they are more similar to newspapers, but in content and segmentation more like magazines. Tabloids are not published daily like newspapers, but weekly.

9. Advertising Management Traditional Adv. & Internet Adv. Radio Radio is nearly ubiquitous (hampir semua orang punya) medium. There are almost 100 percent of all homes having radios and most home have several, all cars have radio. Radio advertising’s strengths: 1.Ability to reach segmented audiences; radios are formatted to cater to special listener interests. 2.Personable and convincing; ability to reach prospective customers on a personal and intimate level.

10. Advertising Management Traditional Adv. & Internet Adv. Radio advertising’s strengths: 3.Economy; radio advertising considerably cheaper than other mass media. 4.Short lead time; scheduling deadlines are short, copy changes can be made quickly. 5.Ability to transfer images from TV ads; a memorable TV ads can affects consumer metal association between sight and sound elements in a commercial.

11. Advertising Management Traditional Adv. & Internet Adv. Radio advertising’s limitations: 1.Cluttered with competitive commercials and other forms of noise and chatter. 2.Unable to employ visualizations. 3.Audience fractionalization; very selective audience. Advertiser could not reach a diverse audience.

12. Advertising Management Traditional Adv. & Internet Adv. Television Television is also ubiquitous in US and throughout the rest of the industrialized world. As a medium, television is uniquely personal and demonstrative. Television advertising’s strengths: 1.Demonstrate a product in use; capability to reach consumers through auditory and visual sense. 2.Intrusion value; TV ads engage one senses and attract attention.

13. Advertising Management Traditional Adv. & Internet Adv. Television advertising’s strengths: 3.Ability to entertain and generate excitement; can be presented dramatically and appear more exciting. 4.Ability to reach one on one; the interaction between spokesperson and consumer. 5.Ability to achieve impact; to activate consumer’s awareness of ads and enhance their receptiveness on a message.

14. Advertising Management Traditional Adv. & Internet Adv. Television advertising’s limitations: 1.High cost; rapidly escalating advertising cost. 2.Audience fractionalization; great amount of program selection now available to television viewers. 3.Switching from station to station; zapping occurs when viewers switch to another channel when commercial are aired. 4.Clutter; growing of non program material including public service messages and promotional announcements for stations and programs, especially commercials.

15. Advertising Management Traditional Adv. & Internet Adv. Internet Advertising Internet perform a multifaceted promotional function, serving as mechanism for building demand, conducting transactions, filling orders, providing customer service and serving as a advertising medium. Internet advertisers use a variety of advertising formats.

16. Advertising Management Traditional Adv. & Internet Adv. Websites A company’s website is itself an advertisement for the company and beyond that. Website can be considered the center piece of companies’ online advertising efforts. Display or banner Ads This is the static advertisement. Click through rates to banner ads are very low, averaging less than 0.3 percent. It means that an Internet user clicking a banner ad then directed to advertiser’s website.

17. Advertising Management Traditional Adv. & Internet Adv. Pop Ups A pop ups advertisement appear in a separate window that materializes on screen. Normally, pop ups remain until they are manually closed. Blogs Web logs or blogs for short are in a manner of speaking or communicating with others and establishing digital communities where can exchange their views on issues of personal relevance. In this context that products and brands are sometimes discussed.

18. Advertising Management Traditional Adv. & Internet Adv. E-mail With millions of people online and the numbers increasing each year, communicators have turned to email as a viable advertising medium. The advertising appears in many forms, ranging from pure text documents to more sophisticated versions that use all the audiovisual powers of the Internet. E-mail magazines (E-zines) E-zines is the distribution of free magazines through email. Normally, this E-zines is originally focused on trendy issues such as fashion, entertainment and food & beverages.

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