CLASSES OF MEDIACLASSES OF MEDIA

classes of media

Traditional media

Non-traditional media

Specialized media

classes of media

Traditional “mass” media

TV

Radio

Newspapers

Magazines

Outdoor

classes of media

Non-traditional media

Internet

Airport TV monitors

Grocery store graphics

Health club posters

Restroom advertising

Garage posters

Truck panel posters

Doctor’s office TV monitors

classes of media

Specialized media

Niche / special-interest magazines

Trade / Industrial magazines

Direct mail

Free standing inserts (FSIs)

Catalogs

Yellow Pages

comparing media

Intermedia comparisons

Intramedia comparisons

consumer media classes

Newspapers – reasons for using

Mass reach

Sense of immediacy

Catalog value

Local emphasis/zoned editions

Flexibility

Ethnic appeal

consumer media classes

Newspapers – limitations

High cost

Higher national advertising rates

Lack of target audience selectivity

Small pass-along audience

Variation in ROP color quality

consumer media classes

Magazines – reasons for using

Demographic/psychographic/ lifestyle targeting

Align ad with appropriate editorial

Reaches light television viewers

Good color reproduction

Relatively long life

consumer media classes

Magazines – limitations

Early closing dates

Lack of immediacy

Slow reach build

consumer media classes

Newspaper supplements – reasons for using

Local market impact with a magazine format

Good color fidelity

High readership

Depth of penetration

Less competition on Sundays

consumer media classes

Newspaper supplements – limitations

High cost

Little pass-along or secondary readership

No demographic selectivity

consumer media classes

Television – reasons for using

Sight & sound for dynamic selling

Builds awareness quickly

Reach of both selective and mass markets

Cost efficient

consumer media classes

Television – limitations

High cost

Low attention for some programs/dayparts

No catalog value

Short-lived messages

High commercial loads (clutter)

consumer media classes

Cable TV – reasons for using

National audience

Added reach & frequency

Lower cost than network TV

Precisely defined target audiences

Growing penetration in major markets

consumer media classes

Cable TV – limitations

Fragmented audiences

Less than full national coverage

Household penetration varied by network

Difficulty buying spot cable

consumer media classes

Radio – reasons for using

Reach selective target audiences

High frequency

Supporting medium

Excellent for mobile populations

High summer exposure

consumer media classes

Radio – limitations

Many stations in one market

No catalog value

Low attentiveness for some formats

Network delivery significantly varies by market

consumer media classes

Internet – reasons for using

Targetability

Active medium

Low cost corporate legitimacy

Supplemental information

Measurable

Low cost marketing research tool

consumer media classes

Internet – limitations

High conflict between Internet sales & traditional sales channels

Variable value

Limited penetration

Highly fragmented

Clutter

consumer media classes

Direct mail – reasons for using

Easy verification of response

Personal quality

Flexibility

Long life for certain mailings

Minimal waste

consumer media classes

Direct mail – limitations

High cost

Inaccurate & incomplete lists

Variance in delivery dates

Clutter & consumer resistance

consumer media classes

Outdoor advertising – reasons for using

Wide coverage of local markets

High frequency

Geographic flexibility

High summer visibility

Around-the-clock exposure

Simple copy theme & package identification

consumer media classes

Outdoor advertising – limitations

Simple messages

High cost

Limited availability of best locations

consumer media classes

Transit media – reasons for using

Metropolitan area coverage

High frequency

Relative efficiency

Position messages to consumers on way to their points of purchase

consumer media classes

Transit media – limitations

Limited message space

Heavy competition from other media & personal activities

Frequent inspection

consumer media classes

Nonmeasured media

Lack periodic, predictable measure of who is exposed

Car cards

Yellow pages

Theater

Concert programs

Need to include some sort of measured response

new[er] media concepts

Place-based media

Retail, theaters, airports, schools, arenas, malls

Database media planning

Direct response, custom publishing

Cross-media platforms

Multi-media buy from single company

Leverage prices/Added value

New[er] media concepts

Social networking (Facebook, MySpace)

Blogging

Microblogging (Twitter)

Online video (Hulu, etc.)