Advertising Media Alternatives When developing the advertising program, firms must choose between…

Advertising Media Alternatives When developing the advertising program, firms must choose between the various forms of media available. Each of the eight common media types has distinct advantages and disadvantages associated with it. Students will identify a strength and weakness for five of the most commonly utilized media types. In deciding where to place advertisements, a company has several media types to choose from and a number of alternatives, or vehicles within each medium. Often advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target

»Advertising Media Alternatives When developing the advertising program, firms must choose between the various forms of media available. Each of the eight common media types has distinct advantages and disadvantages associated with it. Students will identify a strength and weakness for five of the most commonly utilized media types. In deciding where to place advertisements, a company has several media types to choose from and a number of alternatives, or vehicles within each medium. Often advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while minimizing the costs. To make optimal decisions on media choices, firms must be aware of the types of media available to them as well as understand each medium’s strengths and weaknesses. Roll over each item to read the hint. Drag and drop each of the advantages and disadvantages to the appropriate media type, then drag and drop an example of each media type onto the appropriate category. Answers and Descriptions to fill in the blanks. Low cost, local targets Low cost, uses sound, ability to target local audiences Long lead time high cost Long lead time to prepare ad. relatively high cost High cost, low exposure High cost to prepare ads, very short exposure time Lacks visual Lacking visual element, short exposure time Miller Lite Polo Ralph Lauren Credit card offers Running a 30-second advertisement for Miller Lite beer during Sunday Night Football costing nearly $340.000 During his commute on the New York City subway this morning, Samuel noticed an ad for Polo Ralph Lauren cologne inside the subway car. Each day. Sarah receives 3 to 5 credit card solicitation letters in her mailbox. Superior targeting Negative perception High quality color ad. superior targeting ability, can convey complex messages with detail High cost per contact, negative public perception Little targeting Message must be very short/simple, little targeting, traffic hazard Large audience Reaches large audiences using picture, print, sound, and motion Can be personalized Wendy’s High selectivity of audience, can be personalized, high quality graphics While driving to campus this morning. Kelly hears a commercial for Wendy’s. High visibility Low cost, high visibility, many repeat exposures

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