MC Media Choices Flashcards
By audience (3)
1) consumer magazines
2) business magazines
3) custom magazines
By delivery (3)
1) Conventional sale
2) newspaper inserted magazines
3) street press
Advantages of magazines (7)
1) selectivity
2) reproduction quality
3) creative flexibility
4) permanence
5) prestige
6) receptivity and involvement
7) services
Limitations of magazines (5)
1) costs
2) limited reach
3) limited frequency
4) long lead time
5) clutter
Newspaper types (4+examples)
1) publication frequency - daily, weekly
2) coverage - national, metro/regional, local/suburban
3) size - broadsheet, tabloid
4) audience - mainstream/general news, specialist
Types of newspaper advertising (5)
1) display advertising
2) advertorials
3) classified advertising
4) inserts
5) public notices
Advantages of newspapers (4)
1) extensive penetration
2) flexibility
3) geographic selectivity
4) reader involvement and acceptance
Disadvantages of newspapers (7
1) low production quality
2) they have a short life span
3) lack of selectivity
4) advertising clutter
5) potentially poor placement
6) possibility of overlapping circulation
7) declining circulation
Challenges facing newspapers (4)
1) competition from other media
2) circulation declines
3) attracting and retaining readers
4) digital news and fee for service.
Support media definition
Those media used to support or reinforce messages sent to target markets through other more dominant or more traditional media.
Types of support media (8)
1) outdoor media
2) point of purchase
3) packaging in store displays
4) promotional products
5) yellow directories
6) branded entertainment
7) product placements
8) cinema
Outdoor advertising - billboards
- types (5)
- objectives (2)
- key considerations (3)
- most dominant support media
1) types - standard
- supersite
- 3D and extensions
- digital display screens
- rotographics
2) objectives - name recognition
- image association
3) key considerations - letter visibility
- colour visibility
- distance comprehension
Outdoor - transit advertising
- type (4)
1) terminal posters
- street furniture
2) inside cards
3) outside posters
- wrapped vehicles
4) mobile advertising
- corporate vehicles
- mobile billboards
- GPS display screens
Aerial advertising
Types (3)
Location (1+3)
1) types
- blimps
- skywriting
- sky banners
2) location
- recreational settings
> major sporting events
> festivals, concerts and celebrations
> beaches and park settings
Outdoor advertising advantages (7)
1) wide local coverage
2) high frequency
3) geographic flexibility
4) creativity
5) creation of awareness
6) efficiency re CPM
7) timeliness
Disadvantages of outdoor advertising (4)
1) waste coverage
2) limited message capability
3) wear out
4) image problems
Point of purchase media definition
The medium that is closest in time or location to influencing the sale or purchase.
Promotional products
- definition
- examples (5)
- a promotional product is any tangible form of marketing used to promote a brand, event, conference or initiative.
- examples: pens, coffee mugs, key rings, calendars, t shirts, baseball caps.
Advantages of promotional products (7)
1) selectivity
2) flexibility/choice
3) frequency/retention
4) economy/cost
5) goodwill
6) high recall
7) supplementary role
Point of purchase
- types (7)
- advantage (2)
1) types
- distinctive packaging
- end of aisle displays
- in store posters
- in store TVCs/videos
- in store PA system announcements
- in store product demonstrations
- shopping trolley and follow and shelf signage
2) advantages
- location at purchase decision point
- impulse buying/reminder
Classifications of magazines (2)
- by audience
- by delivery
Disadvantages of promotional products (4)
1) poor image
2) saturation
3) lead time
4) measurability
Product placement definition
A form of advertising and promotion in which products are placed in television shows and/or movies to gain exposure.
Product integration definition
The act of integrating the product into television program content
Advantages of branded entertainment (9)
1) exposure
2) frequency
3) support for other media
4) source association
5) cost efficiency
6) recall
7) bypassing regulations
8) acceptance
9) targeting
Disadvantages of branded entertainment (9)
1) high absolute costs
2) time of exposure
3) limited appeal
4) lack of control
5) public relations
6) competition and clutter
7) negative placements
Branded entertainment
- definition
- 2 types
- the combined use of an audiovisual program and a brand to market a product or service. The purpose of a branded entertainment program is to entertainment while at the same time provide the opportunity for brands or products to be promoted.
- product placement and product integration
Limitations of cinema advertising (3)
1) cost of production
2) CPM higher than TV
3) irritation
Advantages of cinema advertising (7)
1) exposure
2) recall
3) mood
4) lack of clutter
5) cost of placement
6) proximity
7) segmentation
