Analysis of Advertising Media
description
Transcript of Analysis of Advertising Media
![Page 1: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/1.jpg)
Analysis of Advertising Media
12
![Page 2: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/2.jpg)
Media Vs. VehiclesMedia Vs. Vehicles
Media
The generalcommunication
methods that carryadvertising messages
e.g., television, magazines,
newspapers, etc
Vehicles
Specific broadcastprograms or printchoices in which
advertisements areplaced
e.g., Friends, NBC Evening News, Time,
Cosmopolitan2
![Page 3: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/3.jpg)
Advertisers attempts to select the media and vehicles whose characteristics are
most compatible with the advertised brand in reaching its target audience and
conveying its intended message
Traditional Major Advertising MediaTraditional Major Advertising Media
Out-of-home advertising
Magazines Radio
Newspaper
Television
3
![Page 4: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/4.jpg)
Which Media Do It Best?Which Media Do It Best?
Media Comparison
Consider:
•Advertiser’s objectives•Creative needs•Competitive challenge•Budget availability
4
![Page 5: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/5.jpg)
Out-of-Home (Outdoor) AdvertisingOut-of-Home (Outdoor) Advertising
• $1.46 Billion, or 2%• Regarded as supplementary• e.g., billboard(major), bus shelters,
giant inflatables, shopping-mall displays, etc
5
![Page 6: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/6.jpg)
Billboard AdvertisingBillboard Advertising
Example of a poster panel 6
![Page 7: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/7.jpg)
Billboard AdvertisingBillboard Advertising
Cigarettes and Liquor:
*Legal exclusion from broadcast*Reminder close to point of purchase
(POP)
7
![Page 8: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/8.jpg)
Magazine AdvertisingMagazine Advertising
• $12.8 billion or 36%• Hundreds of special - interest
magazines
8
![Page 9: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/9.jpg)
Magazine’s Magazine’s
• Can reach large audiences• Selectivity• Long life• High reproduction quality• Detailed information
possible• Convey information with
authority• High involvement potential
• Not intrusive• Long lead times• Clutter• Limited geographic
options• Circulation patterns
vary by market
9
![Page 10: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/10.jpg)
Television AdvertisingTelevision Advertising
• $37.8 billion or 38%• Nearly 98% of all households have
televisions• Uniquely personal and
demonstrative yet expensive
10
![Page 11: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/11.jpg)
TelevisionTelevision
• 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
Local11
![Page 12: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/12.jpg)
TelevisionTelevision
• Advertising is placed only in selected markets
• Regional-oriented marketing and geodemographic segmentation of consumer markets
Syndicated
Network
Spot
Cable
Local12
![Page 13: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/13.jpg)
TelevisionTelevision
Syndicated programmingoccurs when anindependent companymarkets a TV show to asmany network-affiliatedor cable TV stations aspossible
Syndicated
Network
Spot
Cable
Local13
![Page 14: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/14.jpg)
TelevisionTelevision
• Local advertisers are turning to television
• inexpensive during the fringe time
Syndicated
Network
Spot
Cable
Local14
![Page 15: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/15.jpg)
TelevisionTelevision
• 70% of households with television sets
• Narrow areas of viewing interest
• Cable subscribers are more economically upscale and younger
Syndicated
Network
Spot
Cable
Local15
![Page 16: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/16.jpg)
Cable TV (vs. Network TV)Cable TV (vs. Network TV)
• Relatively low cost• Ability to pinpoint ads
to homogeneous audiences
• Growing audience• Growing credibility• Subscriber demogs
(younger, more affluent, higher educ)
• Less clutter
• Complicated media buys (diverse programming, fragmented audiences)
• Impact vs. network?• Less established,
credible vs. network16
![Page 17: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/17.jpg)
Interactive MediaInteractive Media
Interactive display on a
shopping cart
17
![Page 18: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/18.jpg)
Key aspects of Internet usersKey aspects of Internet users
• 35 million U.S. households were on line as of 1999 and 57 million by 2002
• 24 million non-U.S. households in 1999• The average age of Web users in U.S. is 35• Women represents 42% of the on-line
population• Internet users are economically upscale
18
![Page 19: Analysis of Advertising Media](https://reader033.fdocuments.net/reader033/viewer/2022052414/56815f88550346895dce8ddc/html5/thumbnails/19.jpg)
Advertising Interactive MediaAdvertising Interactive MediaUnited Airlines
Leo Burnett Company, Inc.