Mediums of AdvertisingMediums of Advertising

To reach the consumer, advertisers To reach the consumer, advertisers employ a wide variety of media. In employ a wide variety of media. In Canada, newspapers are still the most Canada, newspapers are still the most popular advertising medium, followed by popular advertising medium, followed by television, magazines, radio and outdoor television, magazines, radio and outdoor advertising. advertising. Each day about one in five Each day about one in five Canadians above the age of 18 buys a Canadians above the age of 18 buys a daily newspaper, one of the highest ratios daily newspaper, one of the highest ratios in the worldin the world

Top 10 Advertising MarketsTop 10 Advertising Markets

By Comparison:By Comparison:

There are six mediums of There are six mediums of advertising:advertising:

NewspapersNewspapers TelevisionTelevision MagazinesMagazines RadioRadio Outdoor AdvertisingOutdoor Advertising The InternetThe Internet

Which is the most popular today?!!Which is the most popular today?!!

"According to "According to Deloitte's fifth edition 'State 's fifth edition 'State of the Media Democracy' survey, 71% of of the Media Democracy' survey, 71% of Americans still rate watching TV on any Americans still rate watching TV on any device among their favorite media device among their favorite media activities. In addition, 86% of Americans activities. In addition, 86% of Americans stated that TV advertising still has the stated that TV advertising still has the most impact on their buying decisions.”most impact on their buying decisions.”

Which type of advertising has the Which type of advertising has the most impact on buying decision?most impact on buying decision?

NewspapersNewspapers

Allow advertisers to reach readers of all age Allow advertisers to reach readers of all age groups, ethnicities and income levelsgroups, ethnicities and income levels

There are two types:There are two types: ClassifiedsClassifieds Display advertisementsDisplay advertisements

Ads typically make up 65% of the content and Ads typically make up 65% of the content and revenue in a paperrevenue in a paper

Used for timely information – leading to Used for timely information – leading to immediate salesimmediate sales

Published daily depending on the size of cityPublished daily depending on the size of city

TelevisionTelevision Commercials are bought in units of time 15, 30 or 60 Commercials are bought in units of time 15, 30 or 60

seconds in length and millions of dollars is costseconds in length and millions of dollars is cost Combine sight, sound and motion, but TV spots are too Combine sight, sound and motion, but TV spots are too

brief to provide much product informationbrief to provide much product information Works best on cars, fashion, food, beverages – Works best on cars, fashion, food, beverages –

common products that require little extra informationcommon products that require little extra information Depending on the time slot purchased, commercials Depending on the time slot purchased, commercials

can run over millions of dollars for one 30 second can run over millions of dollars for one 30 second commercialcommercial Ie: Superbowl – approximately 2.7 million for one 30 second Ie: Superbowl – approximately 2.7 million for one 30 second

commercialcommercial High Nielson ratings – often reaching more than 90 million High Nielson ratings – often reaching more than 90 million

viewersviewers High anticipation by consumer audienceHigh anticipation by consumer audience

MagazinesMagazines

Specialized, narrow audienceSpecialized, narrow audience Targeted marketsTargeted markets Beautiful colour photos – can build Beautiful colour photos – can build

product image but very expensiveproduct image but very expensive Used for national advertisingUsed for national advertising

RadioRadio

90% of all radio advertising is local90% of all radio advertising is local Most popular stations for you?Most popular stations for you? Allows advertisers to reach a narrow, specific Allows advertisers to reach a narrow, specific

audienceaudience They are easily misunderstood and ignoredThey are easily misunderstood and ignored Work best when messages are simple and Work best when messages are simple and

familiarfamiliar

Outdoor AdvertisingOutdoor Advertising

Aka: billboardsAka: billboards Reaches our mobile and commuting audienceReaches our mobile and commuting audience

Toronto commuting times are worst of 19 major cities:Toronto commuting times are worst of 19 major cities: At 80 minutes per round trip, Toronto commuters spend 24 At 80 minutes per round trip, Toronto commuters spend 24

minutes a day longer dragging themselves to and from work than minutes a day longer dragging themselves to and from work than people in Los Angeles, 12 minutes longer than New Yorkers, and people in Los Angeles, 12 minutes longer than New Yorkers, and 32 minutes longer than residents of Barcelona. 32 minutes longer than residents of Barcelona.

Lowest cost of any advertising mediumLowest cost of any advertising medium Produces major impact – big, colourful, hard to ignoreProduces major impact – big, colourful, hard to ignore Messages are briefMessages are brief More used as reminder than sellersMore used as reminder than sellers

Ikea – for the holidays..Ikea – for the holidays..

‘‘The Back Seat’s No The Back Seat’s No Safer’Safer’

The EconomistThe Economist

Adidas – World Cup – Adidas – World Cup – Munich AirportMunich Airport

McDonalds – Triple Thick McDonalds – Triple Thick MilkshakesMilkshakes

The InternetThe Internet

Examples of online advertising include contextual ads Examples of online advertising include contextual ads on search engine results pages, banner ads, Social on search engine results pages, banner ads, Social network advertising, online classifieds, advertising network advertising, online classifieds, advertising networks, email marketing, including email spam. networks, email marketing, including email spam.

major benefit = the immediate publishing of information major benefit = the immediate publishing of information and content that is not limited by geography or time + and content that is not limited by geography or time + personalizing messagespersonalizing messages

Since 2007, the Canadian online advertising revenue Since 2007, the Canadian online advertising revenue climbed to 1.2 Billion and quadrupled in just 5 yearsclimbed to 1.2 Billion and quadrupled in just 5 years

What does this mean for the future of television advertising?What does this mean for the future of television advertising?

Social Media Revolution

Discuss:Discuss:

1)1) Thoughts from this video?Thoughts from this video?

2)2) Go back to first question – Go back to first question – what is the most popular form of advertising today?

Most effective approach is a combination of Most effective approach is a combination of several mediums, integrating specifically several mediums, integrating specifically with online forums.with online forums.

Your homework for Your homework for tonight!tonight!

WATCH TV!! Or Watch Youtube adsWATCH TV!! Or Watch Youtube ads Find two commercials to share with the class:Find two commercials to share with the class:

One commercial that you feel is poorly done or has One commercial that you feel is poorly done or has a negative impact on societya negative impact on society

One commercial that you think is great or has a One commercial that you think is great or has a positive impact on society.positive impact on society.

Send to me over Google docs – attach the link and Send to me over Google docs – attach the link and write a brief description as to why you think the ad is write a brief description as to why you think the ad is positive vs. negativepositive vs. negative

Pros and Cons of MediaPros and Cons of Media

Miss Representation:Miss Representation: a film that explores how the media’s a film that explores how the media’s

misrepresentation of women has led to misrepresentation of women has led to the underrepresentation of women in the underrepresentation of women in positions of power and influence.positions of power and influence.

How do men in the class feel about the How do men in the class feel about the way women are portrayed in traditional way women are portrayed in traditional media? Have you thought about it?media? Have you thought about it?