Chapter Number Ten
Media Selecting in Advertising
Modular:
Afjal Hossain,
Assistant Professor, Department of Marketing, PSTU
Kenneth K. Clow & Donald Baack “Integrated Advertising, Promotions and MCs” 2nd ed.
Definition of Media
 The way through which an advertisement is placed or
represented is called media.
 It comes from the singular word ‘Medium’ which refers to
each specific way. Ex: Television is a medium.
 The collection of all medium is called media. Ex:
Collection of print, broadcast, out-of-home & interactive
communication.
Forms of Media
1.
2.
3.
4.
5.
6.
7.
8.
9.
Television
Radio
Outdoor
Internet
Magazines
Newspapers
Direct Mail
Telemarketing
Others
Forms of Media (continued)
1. Television
Ad with television is a catchy musical tune, sexy content
or motion that grab the viewers' attention.
With this form, it is possible to incorporate images and
sounds to persuade the viewers.
Forms of Media (continued)
1. Television
Advantages:
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High reach
High frequency potential
Low cost per contact
High intrusion value (motion, sound)
Quality creative opportunities
Short lead time
Forms of Media (continued)
1. Television
Disadvantages:
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Greater clutter
Low recall due to clutter
Channel surfing during commercials
Short amount of copy
High cost per ad
Forms of Media (continued)
2. Radio
 Ad through this media is low cost option
 The key is to be careful selection, time selection and
construction of the ad
Forms of Media (continued)
2. Radio
Advantages:
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Recall promoted
Narrower target markets
Ad music can match station’s programming
High segmentation potential
Flexibility in making new ads
Able to modify ads to fit local conditions
Intimacy (with DJs and radio personalities)
Mobile people carry radios everywhere
Creative opportunities with music and other sounds
Forms of Media (continued)
2. Radio
Disadvantages:
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Short exposure time
Low attention
Few chances to reach national audience
Overload
Target duplication when several stations use the
same format
Forms of Media (continued)
3. Outdoor
Billboards along major roads are the most common form
of outdoor advertising.
Signs on Cabs, buses, park benches and fences of sports
arenas are also types of outdoor advertising.
Forms of Media (continued)
3. Outdoor
Advantages:
o
o
o
o
o
o
Able to select key geographic areas
Accessible for local ads
Low cost per impression
Broad reach
High frequency on major commuter routes
Large, spectacular ads possible
Forms of Media (continued)
3. Outdoor
Disadvantages:
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•
•
•
Short exposure time
Brief messages
Little segmentation possible
Cluttered travel routes
Forms of Media (continued)
4. Internet
Ad with internet is today much more popular to the
target markets because of downloading feature.
Evidence shows that television audiences are migrating to
the internet.
Forms of Media (continued)
4. Internet
Advantages:
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Creative possibilities
Short lead time to send ad
Simplicity of segmentation
Easier to measure responses directly
High audience interest on each web site
Forms of Media (continued)
4. Internet
Disadvantages:
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Clutter on each site
Difficult procedures to place ads and buy time
Only for computer owners
Short life span
Low intrusion value
Hard to retain interest of surfers
Forms of Media (continued)
5. Magazines
For many years, magazines have always been a second
choice.
Magazines advertising is three times more cost effective
than television.
Forms of Media (continued)
5. Magazines
Advantages:
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High market segmentation
High color quality
Long life
Targeted audience interest by magazine
Direct response techniques (e.g. coupons, webaddresses, toll-free numbers)
Availability of special features (i.e. scratch and sniff)
Read during leisure time (longer attention to ad)
Forms of Media (continued)
5. Magazines
Disadvantages:
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High cost
Little flexibility
High level of clutter
Long lead time to ad showing
Declining readership (some magazines)
Forms of Media (continued)
6. Newspapers
For many small local firms, newspapers, billboards and
local radio programs are the only viable advertising
options.
Newspapers can be distributed daily, weekly or in partial
form as the advertising supplements found in the front
sections of many grocery stores and retail outlets.
Forms of Media (continued)
6. Newspapers
Advantages:
•
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•
•
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Priority for local ads
High flexibility
High credibility
Strong audience interest
Longer copy-message possible
Cumulative volume discounts
Coupons & special-response features
Forms of Media (continued)
6. Newspapers
Disadvantages:
o
o
o
o
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Poor buying procedures
Short life span
Major clutter (especially holidays)
Poor quality reproduction (especially color)
Internet classified competition
Forms of Media (continued)
7. Direct mail
companies send ad directly to target markets of
customers through mailing lists.
Theses firms mails free samples, coupons, and other
special features to potential customers on a daily basis.
Example like Wal-Mart, KFC, Pizza Hut etc.
Forms of Media (continued)
7. Direct mail
Advantages:
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Lands in the hands of the target person
Offers direct-response programs
Targeted to geographic market segments
Forms of Media (continued)
7. Direct Mail
Disadvantages:
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More Expensive for color brochure
Highly cluttered
Annoyed by nuisance
Forms of Media (continued)
8. Telemarketing
Advertising goes through the telephone or mobile phone
is called telemarketing advertising.
Example like broadband connection or public service
advertising.
Forms of Media (continued)
8. Telemarketing
Advantages:
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Personalized
Real-time interaction
Attention getting
Measurable results
Forms of Media (continued)
8. Telemarketing
Disadvantages:
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Costly
Ugly image
intrusive
Forms of Media (continued)
9. Others
(a) Directories
This type of advertising is mainly used by B2B companies or retailers.
Ex: Yellow pages.
(b) Infomercials
This is generally a 30-minutes commercial program that demonstrate
a product, presents testimonials from satisfied users, and offers
viewers one or more ways to buy the product direct.
(c) Interactive TV
The convergence of computer, television and the internet is referred
to interactive TV. This type of technology allows viewers to respond
directly to TV commercials with a click of the remote control or a
remote keyboard. Viewers can order movies instantly rather than
making a phone call.
Other Forms of Media (continued)
(d) Cinema & Video
The advertisement which is shown before starting a movie or after
the interval of the movie then it is called cinema advertising. The
advertisement which is shown in a compact disc along with the movie
then it is called Video advertising.
(e) Nontraditional Media
This type of advertising reaches people in unintentional ways – in the
streets or unexpected place. Ex: Hot-air balloons, side-walk painting,
toilet-stall doors, mouse-pad, ATM screens, race cars, coffee cup/
mugs etc.
Alternative Form of Media
Some new ways
advertisements:
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5.
6.
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10.
11.
12.
are
available
for
companies
sending
out
Mall kiosk ads
Ads send by fax
Ads on T-shirts & Caps
Small, freestanding road signs
Leaflets, brochures & carry-home menus
Yellow pages & phone book advertisements
In-house advertising magazines placed by airlines in seats
Ads shown on video replay scoreboards at major sports events
Self-run ads in motel rooms on television, towels, ice chests and so on
Ads on carry-home bags from stores (grocery stores & retail outlets)
Ads on movie-trailers both in theaters & on home video rental products
Ads on the walls of airports, subway terminals, bus terminals & inside cabs & buses or
transit advertising
Alternative Form of Media
Some pros & cons about new ways of advertisements:
1.
Small, freestanding road signs effectively gain attention.
2.
Yellow pages ad has become more difficult as additional firms
enter into the phone book preparation market.
3.
Mall kiosk ads are placed in high traffic areas but are easily
defaced by vandals.
4.
Ads sent by fax are low cost and can be highly targeted.