Chapter 14 Traditional Advertising Media. Traditional Major Advertising Media Out-of-home advertising MagazinesRadio Newspaper Television 2.

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Presentation transcript:

Chapter 14 Traditional Advertising Media

Traditional Major Advertising Media Out-of-home advertising MagazinesRadio Newspaper Television 2

Which Media Do It Best? Media Comparison Consider: 3

Newspapers 56 million households during week and about 59 million on Sundays Historically leading advertising medium but steadily declining in recent years

Newspaper

Magazine Advertising Hundreds of special - interest magazines Appeal to highly specific, targeted audience 6

Buying Magazine Space Rolling Stone adult demographic profile

Buying Magazine Space Rolling Stone General Rate Card

Magazines 9

Simmons Market Research Bureau and Mediamark Audience size and composition for 100 publicationsAudience size and composition for 100 publications Broadcast exposure and usage of over 800 consumer products and servicesBroadcast exposure and usage of over 800 consumer products and services Lifestyle informationLifestyle information Media usageMedia usage

Television Advertising Nearly 98% of all households have televisions Uniquely personal and demonstrative yet expensive 11

Television Market product nationally Major networks(ABC, CBS, Fox, NBC) Expensive but can be a cost efficient means to reach mass audience Syndicated Network Spot Cable Local 12

Television Advertising is placed only in selected markets Regional-oriented marketing and geodemographic segmentation of consumer markets Syndicated Network Spot Cable Local 13

Television Syndicated programming occurs when an independent company markets a TV show to as many network-affiliated or cable TV stations as possible Syndicated Network Spot Cable Local 14

Television 80% of households with television sets Narrow areas of viewing interest Cable subscribers are more economically upscale and younger Syndicated Network Spot Cable Local 15

Television Local advertisers are turning to television inexpensive during the fringe time Syndicated Network Spot Cable Local 16

Television

See Text Radio Out of Home (see Chapter 8) Infomercials Product Placements “How to Buy” details Still to come: »Internet »Online and Offline Direct