***Week 1 Introduction + Different Types of Media Flashcards
What are the 3 traditional categories of media?
- Television.
- Radio.
- Newspaper.
What is Television as a traditional form of advertising? + references.
The quintessential form of advertising as it combines visual images, sound, motion, and colour to allow for creative and imaginative messages.
- Despite this, the use and value of TV ads are subject to ongoing change and reorganisation.
(Belch & Belch 2021).
(Shimp & Andrews 2013).
What are the pros and cons of Television ads? + references.
Pros:
- High intrusion value.
- Entertainment + excitement.
- Feels like personal interaction.
- Can tell a story.
- Potential for humour + creativity.
- Effective for sales force + retailers.
- High impact and coverage.
- Prestige + status.
Cons:
- Rapidly expanding cost.
- Erosion of viewing audiences.
- Audience fractionalisation.
- Zipping + zapping (changing channels).
- Clutter.
- Requires repetition.
(Belch & Belch 2021).
(Shimp & Andrews 2013).
What are the alternatives to traditional TV ads?
- Branded content.
- Branded promotions.
- Lease programmes to more platforms.
- Advertising less intrusive + more targeted.
- However many streaming services turning back to ads and no longer solely ad-free.
What is Radio as a traditional form of advertising? + reference.
Commercial Radio continues to reach wide audiences - even with decline evident elsewhere and often overlooked - with faltering TV reach, Radio could be used to used to get wide reach at low spend.
Research shows that successful, long-term, brand-building campaigns need to do 3 things:
- Reach a wide audience.
- Make an emotional connections.
- Create brand fame
(WARC 2016).
What are the strengths and weaknesses of Radio as an advertising method? + reference.
Pros:
- Ability to reach segmented audiences.
- Target via music genre, socio- demographics, and geographical, time of day, day of week
- Intimacy and mental imagery
- Cost and efficiency
- Flexibility and short lead times
- Receptive audiences
- Transfer of imagery from TV
- Use of local personalities
- High retention and recall
- Integrated marketing opportunities.
Cons:
- Clutter
- No visuals
- Audience fractionalisation
- Buying difficulties and complexities
- Creative limitations – Can lack impact and ability to enthuse
- Listener attention can be diminished (depending on context).
(Belch & Belch 2021)
(Shimp & Andrews 2013).
What are Newspapers and Magazines as a traditional form of Advertising? + references.
Newspaper = The online and offline publishing platforms
of national and regional newspapers, both paid for and free can play a unique role in multi-media campaigns.
Magazines = A mass medium with many special interest options that can appeal to specific interests and lifestyles.
(Belch & Belch 2021).
Shimp & Andrews 2013).
What are the pros and cons of Newspapers as a traditional form of advertising? + references.
Pros:
- Audience in appropriate mental frame to process news.
- Mass audience coverage
- Flexibility
- Ability to use detailed copy
- Timeliness
- More trusted
- Can play a unique role in multi-media campaigns.
Cons:
- Clutter
- Not a highly selective medium
- Higher rates for occasional advertisers.
- Mediocre reproduction quality
- Complicated buying for national advertisers
- Changing composition of readers
- Declining readership.
(Belch & Belch 2021).
(Shimp & Andrews 2013).
How can Newspaper continue to be valuable to consumers despite rises in other forms of media? + example.
With rises in other forms of media such as TV and Social media, Newspaper is losing its’ relevance as consumers can access information on other forms of media.
An example of an innovation within Newspaper is:
In Sri Lanka, the national newspaper (Mawbima) used natural mosquito repellent (Citronella) in its printing inks to help reduce dengue fever (infected 30,000 people) and grow revenue.
- Resulted in revenue growth that converted to permanent sales, added revenue and delivered a 2% increase in market share.
What are the Pros and Cons of using Magazines as a form of advertising? + references.
Pros:
- Some magazines reach large audiences.
- Selectivity/ targeting.
- Long life/ permanence.
- High reproduction quality and prestige.
- Ability to present detailed information.
- Ability to convey
information authoritatively.
- High involvement potential.
Cons:
- Not intrusive (readers’ control exposure)
- Long lead times
- Clutter
- Somewhat limited
geographic options
- Variability of circulation patterns by market.
- Decreasing readership
- Popular magazines come at a cost.
(Belch & Belch 2021).
(Shimp & Andrews 2013).
Benefits and Costs Digital Media? (potentially part 2 of Q) + reference.
Benefits of Digital Media:
- Individualisation.
- Interactivity.
- Immediate publishing.
- Cost-efficient.
Costs of Digital Marketing:
- Distraction.
- Complex choices.
- Coordination of international ads.
- Rapid change.
(Shimp & Andrews 2013).
What are the 6 website objectives? + reference.
- Create awareness.
- Generate interest.
- Disseminate information.
- Create brand image.
- Stimulate trial.
- Create buzz.
(Belch & Belch 2024).
What are the 7 other types of online advertising? + reference.
- Mobile
- Blogs
- Podcasts
- Banner ads
- Rich media
- Contextual ads
(Shimp &Andrews).
What is Search Engine Advertising as a form of Online Advertising + 2 types of SEA + reference?
Search Engine Advertising (SEA).
- Refers to the method of placing online ads on the web pages that show results from search engine queries.
Types:
1. Keyword-matching (Google AdWords).
- Content-targeted SEA (Goodle AdSense).
(Shimp & Andrews 2013).
