Analysis of Advertising Media

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Analysis of Advertising Media

• 12

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Media Vs. Vehicles

• Media
• The general
• communication
• methods that carry
• advertising messages
• e.g., television, magazines, newspapers, etc

Vehicles Specific broadcast programs or
print choices in which advertisements
are placed e.g., Friends, NBC Evening News, Time,
Cosmopolitan
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Traditional Major Advertising Media
Out-of-home advertising
Newspaper
Magazines
Radio
Television
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
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Which Media Do It Best?

• Media
• Comparison

• Consider
• Advertisers objectives
• Creative needs
• Competitive challenge
• Budget availability

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Out-of-Home (Outdoor) Advertising

• 1.46 Billion, or 2
• Regarded as supplementary
• e.g., billboard(major), bus shelters, giant
  inflatables, shopping-mall displays, etc

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Billboard Advertising

• Example of a poster panel

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Billboard Advertising

• Cigarettes and Liquor
• Legal exclusion from broadcast
• Reminder close to point of purchase (POP)

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Magazine Advertising

• 12.8 billion or 36
• Hundreds of special - interest magazines

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Magazines

• 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

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Television Advertising

• 37.8 billion or 38
• Nearly 98 of all households have televisions
• Uniquely personal and demonstrative yet expensive

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Television
Network

• Market product nationally
• Major networks(ABC, CBS, Fox, NBC)
• Expensive but can be a cost efficient means to
  reach mass audience

Spot
Syndicated
Cable
Local
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Television
Network

• Advertising is placed only in selected markets
• Regional-oriented marketing and geodemographic
  segmentation of consumer markets

Spot
Syndicated
Cable
Local
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Television
Network

• Syndicated programming
• occurs when an
• independent company
• markets a TV show to as
• many network-affiliated
• or cable TV stations as
• possible

Spot
Syndicated
Cable
Local
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Television
Network

• Local advertisers are turning to television
• inexpensive during the fringe time

Spot
Syndicated
Cable
Local
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Television
Network

• 70 of households with television sets
• Narrow areas of viewing interest
• Cable subscribers are more economically upscale
  and younger

Spot
Syndicated
Cable
Local
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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. network

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Interactive Media

• Interactive
• display on a
• shopping cart

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Key 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

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Advertising Interactive Media
United Airlines
Leo Burnett Company, Inc.