Unit 11 Advertising Media 经典广告学英语教材合集.ppt

Unit 11 Advertising Media Published media National daily newspapers Sunday newspapers Local and regional newspapers Consumer magazines Specialist magazines Trade and professional press Internet Visual and aural media Television (terrestrial and digital)? Radio Cinema? Billboards Transport Direct mailing Deciding on Media and Measuring Effectiveness Choosing Among Major Media Types Profiles of Media Types Medium Advantages Limitations Newspapers Flexibility; timeliness; good local market coverage; broad acceptance; high believability Short life; poor reproduction quality; small “passalong” audience Television Combines sight, sound, and motion; appealing to the senses; high attention; high reach High absolute cost; high clutter; fleeting exposure; less audience selectivity Direct mail Audience selectivity; flexibility; no ad competition within the same medium; personalization Relatively high cost; “junk mail” image The goal of a media plan is to be efficient: to gain maximum exposure at minimum cost. As the complexity of the field increases, media decisions become more critical and clients more demanding. Advertisers want agencies to be more than efficient. They want creative and well-negotiated buys. ? Advertising agencies face challenges 1. Increasing media options. Today, there are more media to choose from, and each offers more choices. The media menu needs to include everything that carries a message to and/or from customers and other stakeholders. The proliferation of toll-free phone numbers, faxes, the Internet, and company Web sites, make customers feedback easier and more immediate. 2. Increasing fragmentation of the audience: consumers are selective in choosing what particular articles to read, which cable or network TV shows they watch, and what radio programs they listen to. ⊙ 3. Increasing costs – CPM (cost per thousand每千人成本 ) to each of the major media rose faster than inflation. 4. Increasing complexity in the media buying. A good media special