CHAPTER 13MEDIA IN ADVERTISING

AND THE PRINTED MEDIA

Novrita Widiyastuti, S.Sos

The Role of Media in Advertising

Media costs is the largest part of the advertising budget, therefore media planners must be sure that the most effective and efficient media is selected to carry the advertisements and commercials

Several Considerations

Media costs: what media to be used to accommodate the advertising budget given.

Media data: who reads it, listen, watch, how many, how often etc

Media characteristics: Physical, Restrictions, Timing for booking.

Above the line media

Provide high reach of the target audience Spots and spaces purchased for advertising Agencies source of main income from media

commissions TV, magazines, newspapers, tabloids, radio,

outdoor, mobile are in this categorization.

Below the line

Specific, made for specific purpose Limited reach, reach specific audience Agencies income limited to design and production Leaflets, brochures, posters, are in this category

Newspapers

STRENGTH The characteristics of

newspaper are high reach of the target audience

high in news value offers a variety of size for

purchase

LIMITATION it has a short life only half

a day the quality of paper may

not be suitable for advertisements relying on visual impact such as high end fashion brand

Magazines

STRENGTH Most magazines are

circulated nation wide has a longer life and

higher duplication of readers

It has a better production quality than newspapers

LIMITATION Long lead times High cost

Tabloids

Tabloids can be said as a cross between newspapers and magazine

In appearance and paper quality they are more similar to newspapers, but in content and segmentation more like magazines