Media Planning Lecture 5 Paid Media (Out-of-Home Media of Advertising …
Media Planning Lecture 5
Pubilished print media
print media vehivles include
How magazines different from Newspapers
increase the contact with consumers
increase the interestes for customers, because you can choose the special content and show the industry more specific
The magazine industry
Contro circulation is measured
you can count the number of how many mazines you delivery
National or free delivery to specific audiences include
Hanging bagged copies on doorknobs
Inserting magazines in newspapers
Direct delivery (e.g., magazines on airplanes)
Electronic delivery (e.g., organizational and membership publications such as university alumni magazines)
Types of magazines
Physical characteristics: 8 1/2 " x 11" and 6 " x 9" most common
Benefits of magazines to advertisers
Can reach more people than newspapers
Long planning cycle
You need to prepare your ad ealier than your product
Other printed surfaces: Posters and Outdoor boards
The oldest electronic advertising medium
highly targeted based on musical tastes and special interests (i.e. talk shows)
Radio is a talk - news or music - driven medium
Radio advertisements can engage the imagination to create stories in the mind
Different groups will listen radio into 5 segments
Morning drive time: 6–10 a.m.
– Midday: 10 a.m.–3 p.m.
– Evening drive time: 3–7 p.m.
– Evening: 7 p.m.–midnight
– Late night: midnight–6 a.m.
Format drivent audience
based on music lover
focus on some specific demographic group
Keeping costs down
Radio and ROI
In the backgroud
Short message life
Structure of the TV industry
The largest mass medium available for advertisers
8 in 10 adults have two or more
categorized in 2 ways
Time of the day the program airs
early moring ,daytime, prime time, late newes etc
By Program Format
to create a program determines how much an advertiser will pay to appear in it
Viewers sign up for service and pay monthly fees.
• The most common form is cable television.
• Satellite television is another form of subscription TV.
Other television formats
On-demand programming offers movies, sports for a fee
Syndication, programs are sold on a satation- by station basis
Three key decisions in TV advertisiong
Usually 10, 15 30 or 60- seconds
TV programs are slotted in time categories/ day parts
Price of a commercial is based on the rating of the program and the daypart during which the commercial is shown
Type of a TV commercial
Most commercials are sold as participations
Advertisers pay for commercial time that is available during one or more programs
Commercial apperaring in breaks between local programs
Public service announcement
Super Bowl commercials
Championship game of the National Footbal league
The game has an extremely high viewership and wide demographics
• Super Bowl ads are used for creating brand awareness.
• SB ads are iconic because of their cinematographic quality, surreal humor, and use of special effects.
• According to Nielsen, Super Bowl was seen by at least 114.4 million viewers in 2015 (highest rated TV broadcast).
True to life
• Most pervasive
• Reaching the masses
• Digital targets
Dollars and sense
• Brief exposure time
• Placing spots
Out-of-Home Media of Advertising
Video game advertising
Refers to street and highway advertising plus posters in public locaions
Two primary uses of outdoor advertising
As a brand reminder
As a directional guide
Outdoor advertising is sold in showing, based on traffic counts: the number of vehicles passing a particular location during a specified perio of time
Boards are usually rented for 30 days
– Hot-air balloons
– Airport displays
New and novel forms
Some board are now equipped to run mini-movies and ads electronically
Trailers can replay as electronic signboard messages in public spaces
Mainly an urban mass advertising form
Ads run on buses, taxis etc
There are two types
Event Advertising and Sponsorships
• Ads at events are another type of out-of-home media.
– Panels of ads in most stadiums—some are electronic, but many are printed posters.
– Formula One races
Online Media of Advertising
Skyscrapers are the extra-long, skinny ads running down the right or left side of a website
Pop-ups burst open on the computer screen either in front of or behind the opening web page