Media Tools (Advantages and Limitations)

TELEVISION

• Advantages:

• 1-     Creativity & impact: demonstration.

• 2-     Coverage & cost effectiveness.

• 3-     Captivity & attention.

• 4-     Selectivity & flexibility: cable, specialized shows.

• Limitations:

• 1-     Costs.

• 2-     Lack of selectivity: smaller targets.

• 3-     Fleeting message: short message time.

• 4-     Clutter: flooding of ads.

• 5-     Limited viewer attention: commercial break tasks; Zipping & Zapping.

BUYING T. V. TIME

-         Spots.

• -         Programs.

• -         Sponsorship.

• -         Gifts.

• -         Slices.

• -         Agency time.

• -         Thank you note.

• -         Joint airtime.

RADIO

• Advantages:

• 1-     Cost & efficiency.

• 2-     Selectivity.

• 3-     Flexibility.

• 4-     Mental lmagery: T.V. image transfer.

• Integrated marketing opportunities

LIMITATIONS

• 1-     Creative Limitations:

• 2-     Fragmentation: Large number of stations.

• 3-     Chaotic Buying procedure.

• 4-     Limited research data.

• 5-     Limited listener attention.

• 6-     Clutter.

BUYING RADIO TIME

• 1-     Spots.

• 2-     Sponsorship.

• 3-     Prizes.

MAGAZINES & NEWSPAPERS

·        Main features:

• -         Detailed info.

• -         Processed at own pace.

• -         Not intrusive.

• High involvement media

CLASSIFICATION OF MAGAZINES

• 1-     Consumer / specialized – magazines.

• 2-     Business Publications.

ADVANTAGES OF MAGAZINES

1-     Selectivity.

• -         Geographic.

• -         Demographic.

2-     Reproduction quality.

3-     Creative flexibility.

• -         Gate folds: Third page.

• -         Bleed pages: no margins.

• -         Inserts.

• -         Scented ads.

• -         Creative space.

4-     Permanence: long life Span....