x509212 integrated marketing week6 traditional media
TRANSCRIPT
TRADITIONAL MEDIAX50.9212 Integrated Marketing – Week 6
Television AdvertisingADVANTAGES• High reach• High frequency potential• Low cost per contact• High intrusion value • Quality creative
opportunities• Segmentation
DISADVANTAGES• Greater clutter• Low recall (due to clutter)• Channel surfing/DVR• Limited copy/messaging• High cost per ad (total)
Radio AdvertisingADVANTAGES• High level of recall• Narrower target
markets/high level of segmentation
• Custom production by station(s)
• Flexible production (e.g. new ads)
• Easily modified to fit locality• DJ support/intimacy• Mobility• Good creative options
DISADVANTAGES• Short exposure time• Low attention• Few opportunities for
national exposure• Channel switching• Target market duplication
if using more than one station (or network)
• Information overload• Increased “radio”
competitors
Outdoor AdvertisingADVANTAGES• Geographic targeting• Accessibility for locality• Low cost per impression• Broad reach• High frequency on major
commuter routes• Large, interesting
creative possibilities
DISADVANTAGES• Short exposure time• Brief messages/creative
limitations• Little segmentation• Cluttered travel routes• Calls to action must be
easily remembered
Magazine AdvertisingADVANTAGES• High market
segmentation• Target by interest• Direct response possible• High color quality• Availability of creative
approaches in the print• Long life• Read during leisure time
(longer exposure to ads)
DISADVANTAGES• Declining circulation• High level of clutter• Long lead times needed• Little flexibility• High cost
Newspaper AdvertisingADVANTAGES• Geographic selection• High flexibility• High credibility• Strong audience interest• Longer copy• Cumulative volume
discounts• Direct response possible
DISADVANTAGES• Poor buying procedures
for large/national campaigns
• Short life span• High level of clutter• Poor quality (limited
color)• Declining circulation
rates (move to Internet)
TRADITIONAL MEDIAX50.9212 Integrated Marketing – Week 6