Advertising media
Advertising media refers to the various channels and platforms used to deliver promotional messages to a target audience. This can include traditional media such as television, radio, and print, as well as digital media like social media, websites, and mobile apps. The choice of advertising media is crucial in reaching the right audience and achieving marketing objectives.
7 Key excerpts on "Advertising media"
- Bonita Kolb(Author)
- 2020(Publication Date)
- Routledge(Publisher)
...One of the major forms of promotional communication, advertising, can be recategorized as paid media. Advertising has always certainly been the best-known form of promotion. In fact, most people still use the words promotion and advertising interchangeably. However, advertising, which is only one means of communicating a marketing message, is unique because it is an impersonal one-way communication using broadcast and print. Advertising—it still has a purpose A traditional advertising promotional message can be communicated using broadcast media such as radio and television or print advertising such as newspapers, magazines, flyers, billboards, and brochures. The advertising message can also be communicated using digital media. The purpose of advertising is to build awareness of the product. This is a task that is crucial when introducing new products into the marketplace or when a company is introducing an existing product to a new market segment. Of course, now broadcast messages can also be linked to the organization’s own social media sites or the organization can pay to have the message placed on other social media sites. However, print advertising may be more effective than digital when targeting a local audience (Perri 2019). It can also be low cost. Traditional print advertisements on flyers and posters or placed in a local paper are still effective in communicating with local consumers. Successful advertising works at both a rational and an emotional level. The rational message concerns the product features and the benefits they provide. The emotional message answers the question of why the consumer should care. For some products the rational message is communicated first. These products are usually ones that solve a specific and immediate problem. If consumers have clogged drains, they want to know immediately if the product will unclog them. However, creative and cultural products usually do not solve an immediate need...
eBook - ePub- Iain MacRury(Author)
- 2008(Publication Date)
- Routledge(Publisher)
...The media vary in the extent to which they depend on advertising revenues or money from direct consumer purchase. For example, commercial TV and radio have typically, and until recently, been entirely funded by advertising revenue, while for cinema the bulk of income comes from ticket sales. Most press-based media depend on a proportion of their income from both advertising and selling copies. Planning and buying media space are the original functions of the advertising industry and these activities provide the foundation of any advertising campaign. However, for advertising agencies’ clients, mediabased advertising is usually only part of a broader set of marketing communications processes. Advertising should be understood in this (sometimes subsidiary) context – as a tool in marketing, and as one promotional ‘genre’ among many. In the contemporary media environment traditional advertising is (usually) necessary to, but not sufficient for, the total task of brand communication. Advertising takes its place alongside PR, sponsorships, retail marketing and a number of other means deployed by corporate bodies, in what Wernick has called ‘promotional culture’ (Wernick 1991). Main media advertising is increasingly under pressure to compete with other forms of (non-media-based) marketing communication. The advertising industry, hand-in-hand with media providers, produces the most widely visible fraction of the cumulative marketing effort of the commercial world. ‘Advertising’ commonly describes all of this promotional material, but strictly speaking only some items are ‘advertising’; others are better described as ‘marketing’ or ‘brand communications’. Box 3.4 THE FIVE TRADITIONAL ‘MAIN’ Advertising media AND THEIR INDUSTRY REPRESENTATIVES Five traditional ‘main’ Advertising media Industry representative bodies Print Newspapers and magazines, including national, international, local, business and specialist consumer publications, e.g...
eBook - ePubThe Media Handbook
A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
- Helen Katz(Author)
- 2022(Publication Date)
- Routledge(Publisher)
...The strategy would focus on how best to achieve that objective (geo-targeted media or social platforms, for example). Clearly, the marketing objective has a major impact on how the media plan develops, affecting the target audience, communications used, and media selected. Media and the Advertising Objective As we noted earlier, the marketing objective may relate to any of the four major areas of the marketing mix (product, promotion, distribution, or price). Therefore, before establishing specific media objectives, it is also essential to focus on how media affect your advertising goals. While your ultimate marketing goal for most goods is to sell more products (or services or enhanced image), unless your audience finds out about the product through the media that you use, that goal is unlikely to be reached. You need to be aware, at the same time, of the other marketing mix elements. If the product is weak, your media advertising will have little impact. Similarly, if you advertise your product heavily, but it is out of stock online or in stores, sales will likely not improve. Frequently, the objective of your advertising is tied to the stage at which the target audience is in the consumer journey, or their decision-making process. As we noted in Chapter 1, this process breaks down into three very broad areas: think, feel, and do (or, in psychology, the cognitive, affective, and conative stages). Once you have decided that you need a new smartphone, you will think about what brands are available. Then, you will consider how you feel about each one of them. Finally, you will select a particular brand and take action (do) and buy it. Stages of the Consumer Journey This process can be better understood by revisiting the eight main stages of the consumer journey introduced in Chapter I: Need Awareness Preference Search Selection Purchase Use Satisfaction Need Before you can hope to sell any more widgets, people have to have a reason to buy them...
eBook - ePubIntegrated Marketing Communication
Advertising and Promotion in a Digital World
- Jerome M. Juska(Author)
- 2017(Publication Date)
- Routledge(Publisher)
...Newspapers are also a local media because of their extensive geographic coverage, but are not very cost efficient for well defined target audiences. Outdoor and transit advertising is primarily for large metropolitan areas with dense populations and people who commute to work every day. Television and radio are negotiable for advertising prices, while magazines and newspapers are not. Media companies offer multiple discounts to advertisers based on the volume of advertising scheduled during a calendar year, but the discount amount varies by media. Media prices correspond to audience size; the larger the audience, the higher the price of advertising. Further Reading Cannon, H. M., & Linda, G. (1982). Beyond media imperatives: Geodemographic media selection. Journal of Advertising Research, 22(3), 31–36. Craig, C. S., & Ghosh, A. (1993). Using household-level viewing data to maximize effective reach. Journal of Advertising Research, 33(1), 38–47. D’Amico, T. F. (1999). Magazines’ secret weapon: Media selection on the basis of behavior, as opposed to demography. Journal of Advertising Research, 39(6), 53–60. Fox, J. (1989). Creating a marketing plan that works: The eight basic elements. Applied Marketing Research, 29(2), 57–59. Fulgoni, G. M. (2015). Is the GRP really dead in a cross-platform ecosystem? Why the gross rating point metric should thrive in today’s fragmented media world. Journal of Advertising Research, 55(4), 358–361. Goodrich, W. B., & Sissors, J. Z. (2001). Media Planning Workbook, 5th edition. New York: NY: McGraw-Hill. Martín-Santana, J.D., Reinares-Lara, E., & Reinares-Lara, P. (2015). Effectiveness of advertising formats in television. International Journal of Internet Marketing and Advertising, 9(2), 85–102. Nowak, G. J., Cameron, G. T., & Krugman, D. M. (1993). How local advertisers choose and use Advertising media. Journal of Advertising Research, 33(6), 39–49. Nyilasy, G., King, K. W., & Reid, L. N. (2011)...
eBook - ePub- Robert E Stevens, David L Loudon, Kenneth E. Clow, Donald Baack(Authors)
- 2014(Publication Date)
- Routledge(Publisher)
...A target market of thirty-five- to fifty-year-old females with college degrees will be reached with media that are far different from those used to attract eighteen- to twenty-five-year-old males who are not college educated. In addition to locating the right media, media planners will try to find optimal locations within a medium for an advertisement. Consequently, a fishing magazine will contain advertisements for bass boats and fishing gear next to articles about the summer feeding habits of bass and other fish, because the successful media planner has identified these ideal locations for advertisements. Media Planning Media planning is the process of plotting the choices of media that a specific, defined target market is likely to experience through the course of a typical day. Media planning begins with a careful analysis of the target market. One common method of media planning is approaching it from the customer’s viewpoint. Although demographics such as age, gender, income, and education are important, they are not enough to determine the media habits of people in a target market. Discovering the viewing patterns of these customers means messages can be designed to appeal to them more effectively. Also, key consumers can be reached at specific times and locations with carefully crafted advertising messages. Specific details about target market customers are extremely valuable in developing a media strategy. Several individuals are involved in media planning. Account executives, creatives, media planners, and media buyers all provide input. In smaller advertising agencies, the media planner and media buyer may be the same person. In larger companies, they are normally different individuals. Media Service Company Media service companies negotiate and purchase media packages, called media buys. These companies have expertise in making media buys and understand the profile of each medium...
eBook - ePub- Gaynor Lea-Greenwood(Author)
- 2012(Publication Date)
- Wiley(Publisher)
...It is usually paid for and originates with the company. It includes advertising in the following media: television (terrestrial and satellite) cinema magazine and newspaper radio outdoor and transport Internet. The choice of a particular medium and the cost of an advertisement (known as an ‘advert’) in that medium is dictated by the number of people who will see, read, watch or listen to the advert. Costs associated with each of these types of advertising can be accessed via the website of a specific media channel or publication. These costs are for the media space and do not reflect the costs associated with shooting a campaign. When exotic destinations, celebrity photographers, models and stylists are factored in, the costs can be extremely high. Somewhere between advertisements and public relations come ‘advertorials’. An advertorial is where a company takes a whole page and asks a journalist to discuss the company and product in a style which is more like editorial commentary than a straightforward advertisement. The company clearly sponsors the space but a celebrity, stylist, or expert may confirm the attributes of the brand. Advertorials are neither ‘above’ nor ‘below’ the line (see Chapter 2); they are sometimes referred to as ‘across’ or ‘on’ the line. It may be worth noting that the notion of a ‘line’ is becoming increasingly blurred and should really be dropped now. Advertising on mobile devices crosses the divide into direct marketing. Television advertising TV advertising has a wide reach, which means that it can be seen by a lot of people from a wide variety of demographics (a ‘demographic’ describes the characteristics of an audience in terms of age, gender or life stage). TV advertising tends to be expensive in terms of professional production costs and the most sought-after media slots (the ones in the commercial breaks of the most popular TV shows) are also expensive to occupy. TV adverts need to appeal to a large majority of viewers...
eBook - ePub- Drayton Bird(Author)
- 2007(Publication Date)
- Kogan Page(Publisher)
...Through this sort of medium (which is still in its infancy), people can not only interact with the programme on television: the entire selling process can be matched to them, including the ability literally to order directly off the screen. This ability to have a truly interactive medium whereby the customer can respond to a range of alternatives and select a product fitted to him or herself represents the future. Add to this the range of different alternative media – mobile telephone, i-pod and so on – and you have a splendid recipe for confusion and lots of bright ideas that won’t work. The creative challenges all this is going to summon up are such that I find it difficult to envisage them, but a good example came from Spain a few years back. There a project was run whereby viewers could join in television quiz programmes as they were being broadcast, or request discount vouchers for products being advertised on the commercials, with the vouchers being printed by means of a small box on top of the television set. Like many such experiments around the world, it flopped. Other media opportunities Of course, any means of communication is a medium. You can put direct response ads on matchbox covers, bus tickets, for that matter camel sides. Some have more merit than others. I am not entirely convinced of the merits of the camel side, but unquestionably matchbox covers work extremely well for advertisers trying to generate low-interest enquiries for products or services of general interest: for instance, Join the Army. Putting advertisements inside taxis must work under certain circumstances, but I have never seen any research on this. The medium that has unquestionably generated the most excitement since the advent of television is the internet. It has proved to be such a phenomenon and is so intimately a part of the future of direct marketing that it deserves its own chapter, which follows...
