台大推廣策略7.PPTVIP

7 Media Evaluation Evaluation of Media Television Advantages Creativity and Impact High Impact Sight-Sound-Motion Creative flexibility Coverage and Cost Effectiveness Mass Coverage / High Reach Low Cost per Exposure Attention-getting Medium High Prestige Television Disadvantages Use TV Only If . . . The budget is large enough to produce high quality commercials. The media budget is sufficient to generate and sustain the number of exposures needed. The market is large enough and reachable efficiently through a specific network, station, or program. There’s a genuine need for a medium with high creative potential to exert a strong impact. Advantages of Radio Cost and Efficiency low cost to product and purchase selectivity-programming and geography Flexibility short lead time Mental Imagery Integrated Marketing combined with promotions Limitations of Radio Creative limitations Audience fragmentation Complex buying process Limited research data Limited listener attention and captivity Clutter Radio and TV Similarities Are sold in time segments Are externally paced media Are passive, low-involvement Special Magazine Features Bleed Pages Cover Positions Inserts Gate Folds Creative Space Buys Advantages of Magazines Selectivity Reproduction Quality Creative Flexibility Permanence Prestige Receptivity, Involvement High information content Services Disadvantages of Magazines Costs Limited Reach and Frequency Long Lead Time Clutter and Competition Buying Magazine Space Cost is a function of: circulation edition ad features size, color, position, type, special requirements Sold as full, half, etc. or by column inches Newspaper Classifications Type Local / Regional National Special-Audience Supplements Ad Types: Display Ads Classified Ads Printed Inserts Newspaper Characteristics Wide Audience Read by 60-70% of consumers Read daily in an ordered way Readers look at 84% of all pages Offer Flexibility Few limitations on ad size Spot and full color available Many shapes,