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MEDIA TYPES AND CHRS.

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Presentation on theme: "MEDIA TYPES AND CHRS."— Presentation transcript:

1 MEDIA TYPES AND CHRS

2 Characteristics of Media
Audience Factors audience selectivity geographic selectivity Message Reach Clutter Creative Factors Ability to demonstrate Creative flexibility

3 Reach / Frequency Timing - Life span of message Ability to deliver long message Ability to review Cost/ Financial factors CPM/ cost to create Production & Insertion Preparation / quality / schedule

4 TYPES OF MEDIA Broadcast Media Cinema Press
TV Radio Cable & satellite (Network/local/DTH/MS/Terrestrial STB) Cinema Press Magazines (weekly, F/N, Monthly, Annual,) Newspapers (Daily / financial dailies)

5 TYPES OF MEDIA Out Door: Hoardings Banners Balloons Skywriting
Transit ads (Buses, cabs) P.O.P Direct mail? Interactive

6 TV TV - Advantages Creativity & Impact Lifelike Audio, Video, Motion
Demonstration Emotions/feel Mass coverage, High Reach Low cost per exposure Attention getting Favorable Image

7 Limitations of TV Selectivity?
With specialized channels and programming – selectivity has improved. Sports, Adventure, Children, Nature, Travel Limitation Low selectivity? High total cost/ Production & airing Fleeting - short message life Clutter ‘Zapping’ ‘zipping’ Measurement

8 Measuring TV Measuring TV Audience Reach – No. Television households
C & S households Program Rating TRP No of households watching program -: -Total households People Meter -TAM – boxes which records which program watched by whom and when & how long. Diary method.

9 RADIO Lower cost / Low production cost Selectivity / localized
High frequency Flexible Segmentation Integrate with other forms – RJ mention, games, phone-in, tie in with TVC

10 Radio Limitations creative limitations – audio only – challenge to create ‘ feel’ / Mainly reminder Limited audience data / clutter / low attention / fleeting

11 PRINT MEDIA Magazines – news magazines / Family / magazines / sports
Business / health & Lifestyle / women’s / Finance & Investment / Travel / film / Photography / Religion

12 PRINT MEDIA Advantages: Selectivity Good reproduction quality
Creative flexibility – bleed / gatefold / layout / inserts, 3D Permanence Prestige Consumer receptivity & involvement

13 PRINT MEDIA Limitations Cost? Limited Reach Frequency Lead time
Clutter Literacy / language barriers

14 Newspapers Daily / weekly National / Local Broadsheet / Tabloid
Community paper Type of Ads Display ads / Classified / Classified display Inserts / Special

15 Newspapers Advantages Extensive reach Flexibility
Reader involvement & acceptance (active search) Good readership data

16 Newspapers Disadvantages Reproduction? Short Life span
Literacy / language barriers Readership Data Circulation – ABC Readership – NRS

17 OUTDOOR Hoardings / Billboards Location specific Cost?
Short exposure time Distraction Regulations Posters Banners Wall Paintings Aerials ‘Sandwich’ POP’s – In-store

18

19 Sunflower

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