莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_13.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 13Paid MediaCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 4Principle: Media in a World of Change Key ObjectivesDescribe how marketers make effective decisions about advertising in published media, such as newspapers and magazines.Explain the factors media planners consider when making place-based (out-of-home) media advertising decisions.Explain how online advertising works. Chapter Opener: Aflac Soars across Media PlatformsThe Aflac Duck campaign has been enormously successful, with brand awareness soaring to 94 percent in only three years. The commercial featuring the duck is one of the most recalled ads in the country. Traditional Paid Media Traditional Paid MediaIncludes:PrintBroadcastOut-of-homeOnline mediaOther traditional or alternative formsThe advertiser controls the size and timing of the message, but cannot control whether readers/viewers notice the ad. Published Print Media (1 of 2)Print media vehicles include:NewspapersMagazinesBrochuresPostersOutdoor boardsPrint provides more information, richer imagery, and longer messages than other media forms. Figure 13.1: Pros and Cons of Each Form of MediaMediumProsConsNewspapersShort production timeLocal targetingTimelyShort-livedLimited readership (print)Low-resolution imagesMagazinesHigh-resolution imagesLong lifespanCreative possibilitiesCan be targetedLong production timeLimited readership (print)Cluttered ad environmentRadioInexpensiveImage transferCan be targetedShort lifeNo feedbackMessages often get skippedTelevisionCan show demonstrationWide reachExpensiveMessages often get skippedOut of homeCan be targetedHigh visibilityWearout over timeLimited message lengthOnlineProvides feedbackTimelyCan be interactiveLow response ratesCluttered ad environmentMay be annoying Published Print Media (2 of 2)Some message delivery has shifted online, but billions of dollars are still spent on traditional print media.Print med