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Chapter 11-12

The document discusses different types of media including television, radio, magazines and newspapers. It covers advantages and limitations of each medium. For television, advantages include high impact, sight-sound-motion and mass coverage. Limitations include fleeting messages and low attention. For radio, advantages are cost efficiency, receptivity and flexibility while limitations are creative limitations and audience fragmentation.

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5 views

Chapter 11-12

The document discusses different types of media including television, radio, magazines and newspapers. It covers advantages and limitations of each medium. For television, advantages include high impact, sight-sound-motion and mass coverage. Limitations include fleeting messages and low attention. For radio, advantages are cost efficiency, receptivity and flexibility while limitations are creative limitations and audience fragmentation.

Uploaded by

afralamisa2020
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Evaluation of Media:

Television and Radio


CHAPTER 11
Television Advantages
Creativity and Impact
 High impact
 Sight-Sound-Motion
Coverage and Cost Effectiveness
 Mass coverage
 High reach
Captivity and Attention
 Devote some attention
 Heavy repetition and exposure to catchy slogans and
jingles
Selectivity and Flexibility
 Segregate audiences through program content, broadcast
time, geographic coverage
Limitations of Television

Fleeting Cost
Message

Limited Low
Attention Selectivity
Negative
Zipping Factors
Clutter
Zapping
Negative
Distrust
Evaluation
Methods of Buying Time

Spot
Sponsorship Participations
Announcements

1. Advertiser 1. Participating 1. Not buying


assumes sponsors share any particular
responsibility the cost time/program.
for the 2. May participate Ads are
production and regularly or shown in
perhaps sporadically between
content programs.
3. Advertiser 2. Mostly used
2. Sponsor has doesn’t do
control and by local
production advertisers
can capitalize
on a show’s 4. Participants lack
prestige control over
content
Advantages of Radio
Cost and Efficiency

Receptivity

Selectivity

Flexibility

Mental Imagery

Integrated Marketing Opportunities


Limitations of Radio
Creative Limitations

Audience Fragmentation

Limited Research Data

Limited Listener Attention

Digital Media Competition

Clutter
Evaluation of Print Media
CHAPTER 12
Magazines
 Consumer magazine
 Bought by the general public for information and/or
entertainment
 Business and Health Care publications
 Directed at specific professional groups
 Industrial magazine for businesspeople
 Trade magazine for channel members
 General business magazines for executives
 Health care publications targeted to various areas
Consumer Magazines
Business Publications
Advantages of Magazines
 Selectivity
 PC magazine
 Automobile magazine
 Fashion magazine
 Reproduction quality
 High quality colors and paper type when printing
compared to other print media
Advantages of Magazines

 Creative flexibility
 Gatefold (https://www.youtube.com/watch?v=0xFHf2AXAZA)
 Bleed page
 3D pop up ads
 Scented ads
 Stickers
 Product samples
 Permanence
 Longer life span than TV, newspaper or radio
Advantages of Magazines
 Prestige
 While brands may enhance their prestige by advertising
in magazines with a favorable image and high-quality
editorial content, the type of ads that appear in a
magazine may also influence readers’ perceptions of a
publication.
 Consumer receptivity & engagement
 Magazines are purchased by reader who are interested in
the information they provide
 Services
 Retailer alerts
 Consumer research studies
 A/B test or Split runs
 Personalized messages to tightly targeted audiences
Disadvantages of Magazines
 Costs
 Vary according to the size and type of magazine
 Limited reach and frequency
 Not as effective as other media
 Long lead time
 30-60 days lead time. Thus some ads may expire even
before publishing
 Clutter and Competition
 More successful the magazine is, more the clutter
Newspapers: Classification
 Daily newspapers
 Weekly newspapers
 National newspapers
 Special audience newspapers
 Targeted to various religious groups
 Specific consumer base
Newspapers: Types of advertising
 Display advertising
 Local advertising: Ads placed by local organizations
 General advertising: Ads done by marketers or branded
products sold on a national or regional level
 Classified advertisement
 Ads arranged under the subheads such as employment,
real estate etc.
 Special ads or inserts
 Government, financial reports
Newspapers: Advantages
 Market penetration
 Flexibility
 Short production time and closing dates
 Geographic flexibility
 Reader involvement & acceptance
Newspapers: Disadvantages
 Poor reproduction
 Short lifespan
 Lack of selectivity
 Clutter

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