CLASSES OF MEDIA. classes of media Traditional media Non-traditional media Specialized media.
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Transcript of CLASSES OF MEDIA. classes of media Traditional media Non-traditional media Specialized media.
CLASSES OF MEDIACLASSES OF MEDIA
classes of media
Traditional media
Non-traditional media
Specialized media
classes of media
Traditional “mass” media
TV
Radio
Newspapers
Magazines
Outdoor
classes of media
Non-traditional media
Internet
Airport TV monitors
Grocery store graphics
Health club posters
Restroom advertising
Garage posters
Truck panel posters
Doctor’s office TV monitors
classes of media
Specialized media
Niche / special-interest magazines
Trade / Industrial magazines
Direct mail
Free standing inserts (FSIs)
Catalogs
Yellow Pages
comparing media
Intermedia comparisons
Intramedia comparisons
consumer media classes
Newspapers – reasons for using
Mass reach
Sense of immediacy
Catalog value
Local emphasis/zoned editions
Flexibility
Ethnic appeal
consumer media classes
Newspapers – limitations
High cost
Higher national advertising rates
Lack of target audience selectivity
Small pass-along audience
Variation in ROP color quality
consumer media classes
Magazines – reasons for using
Demographic/psychographic/ lifestyle targeting
Align ad with appropriate editorial
Reaches light television viewers
Good color reproduction
Relatively long life
consumer media classes
Magazines – limitations
Early closing dates
Lack of immediacy
Slow reach build
consumer media classes
Newspaper supplements – reasons for using
Local market impact with a magazine format
Good color fidelity
High readership
Depth of penetration
Less competition on Sundays
consumer media classes
Newspaper supplements – limitations
High cost
Little pass-along or secondary readership
No demographic selectivity
consumer media classes
Television – reasons for using
Sight & sound for dynamic selling
Builds awareness quickly
Reach of both selective and mass markets
Cost efficient
consumer media classes
Television – limitations
High cost
Low attention for some programs/dayparts
No catalog value
Short-lived messages
High commercial loads (clutter)
consumer media classes
Cable TV – reasons for using
National audience
Added reach & frequency
Lower cost than network TV
Precisely defined target audiences
Growing penetration in major markets
consumer media classes
Cable TV – limitations
Fragmented audiences
Less than full national coverage
Household penetration varied by network
Difficulty buying spot cable
consumer media classes
Radio – reasons for using
Reach selective target audiences
High frequency
Supporting medium
Excellent for mobile populations
High summer exposure
consumer media classes
Radio – limitations
Many stations in one market
No catalog value
Low attentiveness for some formats
Network delivery significantly varies by market
consumer media classes
Internet – reasons for using
Targetability
Active medium
Low cost corporate legitimacy
Supplemental information
Measurable
Low cost marketing research tool
consumer media classes
Internet – limitations
High conflict between Internet sales & traditional sales channels
Variable value
Limited penetration
Highly fragmented
Clutter
consumer media classes
Direct mail – reasons for using
Easy verification of response
Personal quality
Flexibility
Long life for certain mailings
Minimal waste
consumer media classes
Direct mail – limitations
High cost
Inaccurate & incomplete lists
Variance in delivery dates
Clutter & consumer resistance
consumer media classes
Outdoor advertising – reasons for using
Wide coverage of local markets
High frequency
Geographic flexibility
High summer visibility
Around-the-clock exposure
Simple copy theme & package identification
consumer media classes
Outdoor advertising – limitations
Simple messages
High cost
Limited availability of best locations
consumer media classes
Transit media – reasons for using
Metropolitan area coverage
High frequency
Relative efficiency
Position messages to consumers on way to their points of purchase
consumer media classes
Transit media – limitations
Limited message space
Heavy competition from other media & personal activities
Frequent inspection
consumer media classes
Nonmeasured media
Lack periodic, predictable measure of who is exposed
Car cards
Yellow pages
Theater
Concert programs
Need to include some sort of measured response
new[er] media concepts
Place-based media
Retail, theaters, airports, schools, arenas, malls
Database media planning
Direct response, custom publishing
Cross-media platforms
Multi-media buy from single company
Leverage prices/Added value
New[er] media concepts
Social networking (Facebook, MySpace)
Blogging
Microblogging (Twitter)
Online video (Hulu, etc.)