Chapter 14
Traditional Advertising
Media
Traditional Major Advertising Media
Out-of-home advertising
Magazines
Newspaper
Radio
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 publications
• Broadcast exposure and usage
of over 800 consumer products
and services
• Lifestyle information
• Media usage
Television Advertising
• Nearly 98% of all households have
televisions
• Uniquely personal and
demonstrative yet expensive
11
Television
Network
Spot
Syndicated
Cable
Local
• Market product
nationally
• Major networks(ABC,
CBS, Fox, NBC)
• Expensive but can be
a cost efficient means
to reach mass
audience
12
Television
Network
Spot
Syndicated
Cable
Local
• Advertising is placed
only in selected
markets
• Regional-oriented
marketing and
geodemographic
segmentation of
consumer markets
13
Television
Network
Spot
Syndicated
Cable
Local
Syndicated programming
occurs when an
independent company
markets a TV show to as
many network-affiliated
or cable TV stations as
possible
14
Television
Network
Spot
Syndicated
Cable
Local
• 80% of households
with television sets
• Narrow areas of
viewing interest
• Cable subscribers are
more economically
upscale and younger
15
Television
Network
Spot
Syndicated
Cable
• Local advertisers are
turning to television
• inexpensive during the
fringe time
Local
16
Television
See Text
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Radio
Out of Home (see Chapter 8)
Infomercials
Product Placements
“How to Buy” details
Still to come:
» Internet
» Online and Offline Direct