Advertising Media

Advertising Media

1. Why Companies Advertise

   • Advertising is the public promotion of something such as a product, service, or event, to attract or increase interest in it.
   • Advertisers use humor, creativity, style, and originality to create an image for their products and services.

2. Types of Media

   • A medium is a channel or system of communication. For example: communication, such as television, radio, newspapers, magazines and pictures to communicate .
   • Newspaper
     • Newspapers are the main advertising medium in the United States. The advertisers target people within a certain area. Most people read newspaper.
   • Print media
     • Use words and pictures to communicate it includes the magazines, newspapers, signs, and billboards.
   • Magazines
     • Most magazines are national and appear every week or every month. People from all over the country see national magazines ads. Magazines ads are diferent, have a longer life than newspapers.
   • Televisions
     • Television are advertising that combines sounds, images, or creative. Tv ads can be shown on national, local, or cable stations. Tv advertisers can reach a wide audience.
     • Ads for TV can be expensive to produce and run. The more popular show is, the more it costs to air an ad in that show.
   • Direct-Mail Advertising
     • This consists of ads sent by mail to people`s homes and businesses. They contact consumers in a variety of ways. They use letters, flyers, postcards, catalogs.
   • Directory Advertising
     • Appears mostly in phone books. It is especially useful for local advertisers. It is usually low. But you need to compete with other ads.
   • Radio Advertising
     • Radio ads can reach a wide audience. It is not effective as a magazine or TV ass because they can not use images.

3. Online Media

   • There are two main types of online media:
     • Pop-Up Ads
       • Appear in a new browser window when you first log on to a Website.
     • Banner Ads
       • Are displayed across the top or bottom of the Web page.
   • Other types of media
     • Billboards provide the most common form of outdoor advertising. Transit advertising usually consists of posters placed on the sides of buses, in subway stations and insede trains, etc.

4. Media Mesurement and Rates

   • Media Planning
     • Is the process of selecting advertising media and deciding the time and space in wich the ads should appear.
   • Advertising Agencies
     • is a business that specialized in developing ads and ad campaigns for its clients.
   • Media Mesurement
     • To understand media mesurement, you need to become familiar with several key terms
       • Media Audiences
         • Is based on diaries and viewer data collected by Nielsen Media Research. Online audiences are measured through surveys and computer software
   • Media Rates
     • To reach costumers, advertising uses a set format that is defined in terms of time. Media costs vary greatly.
     • Print Media Ad Rates
       • Ad rates for newspaper and magazines are based on circulation, or number of people who buy them, and audience, the number of readers per issue.
     • Broadcast Media and Rates
       • The cost of TV and Radio ads depends on the size of the audience. Prime time is the time period when network TV or radio audiences is largest.
     • Internet Ad Rates
       • The cost of internet advertising is based on the type, size and formar of ads. It incluudes banner ads, rich-media enhanced, and pop ups. The advertisers pay fee to the search engine whenever someone clicks on the ad.