Chapter 13
audience interest
1 advantage of magazines is Magazines attract a highly interested readership and advertisers find a highly receptive audience for their brand messages.
short life
1 disadvantage of newspaper is Are read quickly and then discarded
long term
Absolute stuck with just print for what?
free classified
Craigslist.com offers ___ ____ ads.
TV, forms
Social Media Box: Consumers want to be more involved in interacting with __ like they are with other ____ of information.
newspaper, $21 billion, volume, advertising
The annual investment in ______ advertising now stands at about _____ _______ Represents a large _____ of ________ still
Absolut Vodka
What was on the verge of extinction?
freestanding insert
contains cents-off coupons for a variety of products and is typically delivered with Sunday newspapers.
cost
1 Advantage of Newspaper is Absolute cost for placing a black and white ad is still within reach of even a small advertising budget.
timeliness
1 Advantage of Newspaper is Because of the short time needed for production a typical newspaper ad and the regularity of daily publication, the newspaper allows advertisers to reach audiences in a timely way.
geographic selectivity
1 Advantage of Newspaper is Daily newspapers in cities and towns across the US offer advertiser the opportunity to reach a geographically well-defined target audience- particularly densely populated urban markets.
creative opportunities
1 Advantage of Newspaper is Important for products/services with extensive/complex features that may need lengthy/detailed copy.
creative opportunities
1 Advantage of Newspaper is Newspaper page offers a large and relatively inexpensive format so advertisers can provide a lot of information to the target audience at relatively low costs.
cost
1 Advantage of Newspaper is Newspaper's production and space offer a low-cast alternative to advertisers
timeliness
1 Advantage of Newspaper is Newspapers can take advantage of special events or a unique occurrence in a community on a weekly or monthly basis too.
credibility
1 Advantage of Newspaper is Newspapers still benefit from the perception that "if it's in the paper it must be the truth."
audience interest and demographics
1 Advantage of Newspaper is Regular newspaper readers are truly interested in the information they are reading. Newspapers reach a higher percentage of highly educated and affluent consumers in both the print and web versions than do broadcast or cable TV.
Coverage, Reach and Reception
1 advantage of TV Reach about 98% of all households and these households represent every demographic segment in the US, which allows advertisers to achieve broad coverage.
creative opportunities
1 advantage of TV Send a message with sight and sound. HDTV capabilities becoming mainstream create all sorts of new opportunities
Coverage, Reach and Reception
1 advantage of TV With new mobile TV options, coverage and reach capabilities are enhanced even more.
Coverage, Reach and Reception
1 advantage of TV no other medium allows an advertiser to repeat a message as frequently as TV.
cost per contact
1 advantage of TV: Average prime time TV program reaches 11 million and top shows 60 million households. This brings an advertiser's cost per contact figure down to an amount unmatched by any other media option- literally fractions of a penny per contact.
audience selectivity
1 advantage of TV: Cable TV is the most selective TV option that has entire networks built around the concept of attracting selective audiences.
cost per contact
1 advantage of TV: TV offers a cost-effective way to reach millions of members of a target audience.
audience selectivity
1 advantage of TV: TV programmers are developing show that attract well-defined target audiences
long life
1 advantage of magazines Saved issue-to-issue by their subscribers. Unlike newspapers, can be reexamined later one. In addition to multiple subscriber exposure, this long life increases the chance of pass-along readership as people visit the subscriber's home (or professional offices) and look at magazines.
Audience selectivity
1 advantage of magazines is Ability to attract and target highly selective audience based on demographics or special interests. Offer geographic selectivity on a regional basis
audience interest
1 advantage of magazines is Attract an audience because of content like no other medium
creative opportunities
1 advantage of magazines is Wide range of creative opportunities through size, color, white space. Other creative techniques some advertisers used like pop up, scratch and sniff, perfume scent strips
clutter
1 disadvantage of TV: Average of 15 minutes of advertising during each hour of programming. People feel they are being constantly bombarded with too much advertising.
high absolute cost
1 disadvantage of TV: Cost per contact of TV is the best of traditional media; the absolute cost may be the worst. Costs to make and air TV ad make TV advertising prohibitively expensive for many advertisers.
fleeting messages
1 disadvantage of TV: Fleeting nature of TV message as opposed to print makes message impact difficult.
poor geographic selectivity
1 disadvantage of TV: Program transmission cannot target small geographic areas nearly as well as target audiences. Increase advertiser's cost if they transmit ad furthers with little likelihood of drawing patrons.
fleeting messages
1 disadvantage of TV: Sight and sound of TV advertising is that it is gone in an instant
Poor Audience Attitude and Attentiveness
1 disadvantage of TV: The involuntary and frequent intrusion of advertisements on TV has made television advertising the most distrusted form of advertising among consumers. Consumers have developed ways to avoid exposure
limited segmentation
1 disadvantage of newspaper is Newspapers simply cut across too broad an economic, social and demographic audience to allow for the isolation of specific targets
creative constraints
1 disadvantage of newspaper is Newspapers simply have severe limitations compared to other media options. One-dimensional media- no sound or action. For brands that demand a broad creative execution, this medium is often not the best choice.
cluttered environment
1 disadvantage of newspaper is Printed newspapers with headlines, subheads, photos and announcements- terribly cluttered for an ad.
adapt, digital environment, media companies
3 important factors considered as influences on magazines as an ad medium in the future. how to _____, other ways to take advantage of _____ _____t, bid advertisers becoming _____ _____
limited reach and frequency, clutter, long lead times, cost
4 Disadvantages of magazines
long lead times
4 Disadvantages of magazines Advertisers are required to submit their ads as much as 90 days in advance of the date of publication. Once an ad is submitted it cannot be changed.
clutter
4 Disadvantages of magazines As soon as a new market segment is recognized, there is a flood of "me too" magazines.
limited reach and frequency
4 Disadvantages of magazines Little chance for advertisers to achieve frequent exposure using a single magazine.
cost
4 Disadvantages of magazines More expensive than newspaper space and many times the cost per contact in the broadcast media.
clutter
4 Disadvantages of magazines Not as cluttered as newspapers but fairly difficult context for message delivery. Advertising tends to be for brands in direct competition with each other
limited reach and frequency
4 Disadvantages of magazines is selectivity creates a limitation because the more narrowly defined interest group the less overall reach a magazine will have.
limited segmentation, creative constraints, cluttered environment, short life
4 disadvantages of newspapers?
apple's iPad attracted media companies nearly instantaneously
ABC offered free advertising supported episodes from approximately 20 different series. CBS offered full-length programs for purchase via iTunes.
digital media, cost, target consumers
Advertisers are adopting the belief that _____ ______ offers a more _____ effective way to reach ______ ______.
digital media, target markets
Advertisers turning more often to ______ _____ that offer new, different and cost-effective ways to reach _____ ______.
big advertisers becoming media companies
Big marketers are publishing own magazines & attract advertisers while touting firm's own products. Advertiser can reach a specific audience & save the cost of placement in traditional magazine outlets
how to adapt to media options
Can offer stunning versions of their publications with dynamic topography, video inserts and social media overlays that may be very attractive to advertisers.
measurable, change, global
Digital messages are ______, easy to _____ and easily ______.
magazine, expand circulation, print
Exhibit 13.16: iPad promise to provide ____ publishers opportunity to ____ _____ beyond ____.
freestanding insert, paper
Exhibit 13.6: Pizza hut is an example of a _____ _____ from Pizza Hut. It shows how an ad can be delivered via a newspaper distribution system without having to become part of the ___ itself.
AARP the magazine, better homes and gardens, reader's digest
Exhibit 13.9: top 3 magazines in circulation
absolute bottle, quality,
Feature the strong shaped _____ ______ as the hero of each ad, in which the only copy was a two-word tagline always beginning with Absolute and ending with a "______" word.
communication, sales objective, target audience
Great advertising can't achieve ______ or _____ _____ if media placement misses ______ _______.
distribution of video over the web
Hulu adding another half billion streams through its video sharing cite. Major media players all have platforms to stream programming through the Web. Advertisers are anxious to place ads on Web broadcasts.
local, timely, newspaper
If an advertiser wants to reach a _________ audience with a simple black and white ad in a _________ manner, then the _________ is an excellent choice.
traditional media
In the ad industry, nothing has changed more than what?
Other ways to take advantages of digital environment beyond digital versions publications
Magazines are starting to make the products advertised in the publication available for sale online- thus earning a margin on the sales.
delivering, traditional mass media
Media companies are catching on to the fact that the old traditional way of ______ content through ____ ______ _____ are fading.
media, audiences, brand
Media decisions made by advertisers are critically important for 2 reasons. 1.) Advertisers need ______ to reach the _____ that are likely to buy their ______.
media companies, billions, dollars
Media decisions made by advertisers are critically important for 2 reasons. 2.) when advertisers choose their media, these choices ultimately determine which _____ ______ earn the ____ of ______spend on newspaper, magazine, TV/cable, and radio advertising slots.
tv, internet
Much of the decline in circulation and readership comes from the fact that newspapers have been losing patronage to __ news programs and _____ news sites.
digital magazines, reading experience
New era for ____ _____ with tablet readers like iPad offer a better/easier ___ ____.
geographic area, retailers
Newspapers are ideal to reach a narrow _____ _____- the type of audience _____ want to reach.
common alternative, advertisers
Newspapers, magazines, TV and radio and these media are a rich and necessary _____ _____ for most _______.
viewer, social networking media, engaging
Programmers and networks are convinced that they need to engage the ________ more and ________ ________ ________ have proven to be ________.
pass along readership
Publishers estimate this, which is an additional number of people, other than the original readers, who may see a publication.
79%, 30%
Readership has declined in printed newspapers daily among US adults: 1970s= ???, 2010= ???.
smartphone TV seems to have a huge potential
Smartphone manufacturers have sold phones with capability of playing video and this allows advertisers to reach viewers "everywhere" further increasing advertiser's opportunities.
tbs, tweets, lopez tonight show
Social Media Box: ____ ran a scroll of selected ____ from fans across the screen during the ___ ____ ____.
abc.com video player, comments, comments, Facebook
Social Media Box: _____ ____ ____ that allows users to read _____ from the producers and writers of the show and then add their own ______ to the running dialog that can be shared on _____.
magazines
Some say that ______ are superior to even broadcast media alternatives
print advertising, banned
TBWA advertising Agency decided to rely on ____ _____ alone- primarily because spirits ads were ______ form broadcast at the time.
electronic versions, digizines, successful
These ____ _____ were touted as having several advantages to both the publisher and the subscriber but the initial experience with "_______" were less than ______.
news, information, entertainment
This evolving environment is reshaping media & how consumers get their _____, ______ & _______.
media options and applications
Unprecedented change in ____ ____ and ____.
TiVo and DVR devices, best interest
What are great examples of how technology ultimately will serve the individual consumer's ____ ____?
geographic selectivity, timeliness, creative opportunities, credibility, audience interest/demographics, cost
What are the 6 advantages of newspapers?
TV
What defines what advertising is to many?
___ offers precisely targeted local ads.
web, newspapers, 9%, adult
___ readers of ____ has grown to __of the ____ population
traditional media
____ _____ still commands the majority of all ad dollars.
bottle
____ as focal point of ads.
80%, traditional media
____ of all US advertising dollars in the US still go to _____ ______.
print, broadcast media, advertising campaigns
_____ and _____ ______ will likely form a significant foundation for most _____ _______.
Absolut
______ success based on big ideas.
color, action, sound effects
in TV, Dramatic ____, sweeping ____ and spectacular ___ ____ can cast a brand in an exciting and unique light- especially in an era of widescreen and HDTV.
guaranteed circulation
is a stated minimum # of copies of a particular issue that will be delivered to readers. This # guarantees advertisers they are achieving a certain minimum reach with an ad placement
free, web
news is ___ all over the ____.
diversity, communication, creative expression, brands
two extraordinary opportunities for advertisers offered by TV, one is The _____ of _____ possibly allows for outstanding ____ ______ of a ______ value
DVR
use computer hard drives to store up to 140 hours of TV programming. Overwhelming reason consumers use it is to skip commercials
audience selectivity, audience interest, creative opportunities, long life
what are the 4 advantages of magazine?
creative opportunities, coverage, reach and reception, cost per contact, audience selectivity
what are the 4 advantages of tv?
TV
what type of advertising can be the most powerful advertising of all?
what was the 1 media class Absolut vodka used?
expressive presentation, consumers, penny per contact
wo extraordinary opportunities for advertisers offered by TV, one is Once this ___ _____ of a brand is prepared, it can be disseminated to millions of ____ through various broadcast, cable, satellite and interactive means, often as a fraction of a ___ ____ ______.
