MARKETING  Advertising media are channels of communication  Information travels through them to consumer  Publications  Newspapers  Reach a large audience  Just about anyone can place an ad in a newspaper  Newspapers are divided into sections that are useful in promoting different kinds of products  Newspapers vary based on:  How often they are published  Their size  Geographic area they cover (national, regional, local)  Whom they are intended to target  Publications  Magazines  Appeal to a very specific target audience  i.e. Golf Digest for golfers, Teen Vogue for teenage girls  Can be classified based on the audience they reach:  Consumer magazines  For personal enjoyment – People, Sports Illustrated  Business magazines  Appeal to individuals in different industries or a general population of workers – Business Week, BrandWeek  Broadcast Media – considered a “time” media not a “space” media because the ads last only as long as they are on the air  Television (Mass Media)+  Experience color, sound, and action making them easy to remember and believable  The most influential, best selling type of advertising media  Channels are chosen based on type of audience and cost  Network TV (ABC, NBC, CBS, FOX) reach a broad audience but are extremely expensive  Cable TV channel s target a more specific audience and are less expensive  Local TV targets a specific geographic and is the least expensive  Broadcast Media  Radio  Effective and affordable way to reach your target market  Targets a specific audience through he stations format  Trends:  National Radio  Broadcasting over the Internet  Direct Mail  Printed Mail  Ex. Sales letters, catalogs (niche), flyers, postcards, etc.  Small businesses like to use because it is relatively inexpensive  Can be viewed as junk mail if it is not sent to the right people  Electronic Mail (e-mail)  Popular because it is quick, easy and inexpensive  Can end up in SPAM folders - to avoid this ask customers to sign up for newsletters and ads (opt-in email marketing)  The Internet  Has became the fastest growing media outlet  Can target a specific audience and track response  Ex. Business websites, ads on others’ websites or search engines, etc.  Out-of-Home  Exists to reach people when they are away from home  Ex. Billboards, Signs, Transit posters (on things that move – i.e. bus, taxi, blimp, etc.), humans holding signs, etc.  Other Media (includes anything that has not been discussed previously)  Directory Advertising – informs on how to contact the business with phone number, address or website  Phone books (Yellow Pages) can target specific geographics  Specialty Media – reminds people of your business, must have three criteria:  Have the businesses name or logo on it  Must be a useful item – i.e. pen, shirt, cap, etc  Must be given away  Other Media (cont.)  Telemarketing  Calling prospective customers and providing a 1-800 number for them to call  Movie Theater Advertising  Before the film, posters & standups in the lobby  Other Media (cont.)  DVD & CD-ROM Advertising  Free to introduce the product to the customer  Product Placement  Manufacturers pay for the their products to be used as props in movies, TV, and computer games http://www.youtube.com/watch?v=M1HXXcVFySM http://www.youtube.com/watch?v=wACBAu9coUU  Ads in Virtual Worlds  Companies creating avatars for businesses – i.e. Second Life  SMS Text  Sending ads through text messages  Cheap and can target a specific audience  Consumers avoiding ads  Do not call list  Spam filters  Pop up blockers  DVR – but do you still catch the brands while you are fast forwarding?