Analysis of Advertising Media

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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

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

Which Media Do It Best?Which Media Do It Best?

Media Comparison

Consider:

•Advertiser’s objectives•Creative needs•Competitive challenge•Budget availability

4

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

Billboard AdvertisingBillboard Advertising

Example of a poster panel 6

Billboard AdvertisingBillboard Advertising

Cigarettes and Liquor:

*Legal exclusion from broadcast*Reminder close to point of purchase

(POP)

7

Magazine AdvertisingMagazine Advertising

• $12.8 billion or 36%• Hundreds of special - interest

magazines

8

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

Television AdvertisingTelevision Advertising

• $37.8 billion or 38%• Nearly 98% of all households have

televisions• Uniquely personal and

demonstrative yet expensive

10

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

TelevisionTelevision

• Advertising is placed only in selected markets

• Regional-oriented marketing and geodemographic segmentation of consumer markets

Syndicated

Network

Spot

Cable

Local12

TelevisionTelevision

Syndicated programmingoccurs when anindependent companymarkets a TV show to asmany network-affiliatedor cable TV stations aspossible

Syndicated

Network

Spot

Cable

Local13

TelevisionTelevision

• Local advertisers are turning to television

• inexpensive during the fringe time

Syndicated

Network

Spot

Cable

Local14

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

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

Interactive MediaInteractive Media

Interactive display on a

shopping cart

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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

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Advertising Interactive MediaAdvertising Interactive MediaUnited Airlines

Leo Burnett Company, Inc.