快速阅读练习MediaSelectionforAdvertisements.ppt

MediaSelectionforAdvertisements Afterdeterminingthetargetaudienceforaproductorservice advertisingagenciesmustselecttheappropriatemediafortheadvertisement Wediscussherethemajortypesofmediausedinadvertising Wefocusourattentiononseventypesofadvertising television newspapers radio magazines out of home Internet anddirectmail TelevisionTelevisionisanattractivemediumforadvertisingbecauseitdeliversmassaudiencestoadvertisers WhenyouconsiderthatnearlythreeoutoffourAmericanshaveseenthegameshowWhoWantstoBeaMillionaire youcanunderstandthepoweroftelevisiontocommunicatewithalargeaudience Whenadvertiserscreateabrand forexample theywanttoimpressconsumerswiththebrandanditsimage Televisionprovidesanidealvehicleforthistypeofcommunication Buttelevisionisanexpensivemedium andnotalladvertiserscanaffordtouseit Television sinfluenceonadvertisingisfourfold First narrowcastingmeansthattelevisionchannelsareseenbyanincreasinglynarrowsegmentoftheaudience TheGolfChannel forinstance iswatchedbypeoplewhoplaygolf HomeandGardenTelevisionisseenbythoseinterestedinhouseholdimprovementprojects Thus audiencesaresmallerandmorehomogeneous 具有共同特点的 thantheyhavebeeninthepast Second thereisanincreaseinthenumberoftelevisionchannelsavailabletoviewers andthus advertisers Thishasalsoresultedinanincreaseinthesheernumberofadvertisementstowhichaudiencesareexposed Third digitalrecordingdevicesallowaudiencemembersmorecontroloverwhichcommercialstheywatch Fourth controloverprogrammingisbeingpassedfromthenetworkstolocalcableoperatorsandsatelliteprogrammers NewspapersAftertelevision themediumattractingthenextlargestannualadrevenueisnewspapers TheNewYorkTimes whichreachesanationalaudience accountsfor 1billioninadrevenueannually Ithasincreaseditsnationalcirculation 发行量 by40 andisnowavailableforhomedeliveryin168cities Locally newspapersarethelargestadvertisingmedium Newspapersarealessexpensiveadvertisingmediumthantelevisionandprovideawayforadvertiserstocommunicatealonger moredetailedmessagetotheiraudiencethantheycanthrough48hours meaningnewspapersarealsoaquickwayofgettingthemassageout Newspapersareoftenthemostimportantformofnewsforalocalcommunity andtheydevelopahighdegreeofloyaltyfromlocalreader RadioAdvertisingonradiocontinuestogrow Radioisoftenusedinconjunctionwithoutdoorbill boards 广告牌 andtheInternettoreachevenmorecustomersthantelevision Advertisersarelikelytouseradiobecauseitisalessexpensivemediumthantelevision whichmeansadvertiserscanaffordtorepeattheiradsoften Internetcompaniesarealsoturningtoradioadvertising Radioprovidesawayforadvertiserstocommunicatewithaudiencemembersatalltimesoftheday Consumerslistentoradioontheirwaytoschoolorwork atwork onthewayhome andintheeveninghours Twomajorchanges satelliteandInternetradio willforceradioadvertiserstoadapttheirmethods Bothoftheseradioformsallowlistenerstotuneinstationsthataremoredistantthanthelocalstationstheycouldreceiveinthepast Asaresult radiowillincreasinglyattracttargetaudienceswholivemanymilesapart MagazinesNewsweeklies women stitles andbusinessmagazineshaveallseenincreasesinadvertisingbecausetheyattractthehigh endmarket Magazinesarepopularwithadvertisersbecauseofthenarrowmarketthattheydeliver Abroadcastmediumsuchasnetworktelevisionattractsalltypesofaudiencemembers butmagazineaudiencesaremorehomogeneous ifyoureadsportsillustrated forexample youhavemuchincommonwiththemagazine sotherreaders Advertisersseemagazinesasanefficientwayofreachingtargetaudiencemembers Advertiserusingtheprintmedia magazinesandnewspapers willneedtoadapttotwomainchanges First theinternetwillbringlargeraudiencestolocalnewspapers theseaudiencewillbemorediverseandgeographicallydispersed 分散 thaninthepast Second advertiserswillhavetounderstandhowtouseanincreasingnumberofmagazinesfortheirtargetaudiences Althoughsomemagazineswillmaintainnationalaudiences alargenumberofmagazineswillentertainnarroweraudiences Out of homeadvertisingOut of homeadvertising alsocalledplace basedadvertising hasbecomeanincreasinglyeffectivewayofreachingconsumers whoaremoreactivethaneverbefore Manyconsumerstodaydonotsitathomeandwatchtelevision Usingbillboards newsstands andbussheltersforadvertisingisaneffectivewayofreachingtheseon the goconsumers Moreconsumerstravellongerdistancestoandfromwork whichalsomakesout of homeadvertisingeffective technologyhaschangedthenatureofthebillboardbusiness makingitamoreeffectivemediumthaninthepast Usingdigitalprinting billboardcompaniescanprintabillboardin2hours comparedwith6dayspreviously Thisallowsadvertisersmorevarietyinthetypesofmessagestheycreatebecausetheycanchangetheirmessagesmorequickly InternetAsconsumersbecomemorecomfortablewithonlineshopping advertiserswillseektoreachthismarket AsconsumersgetmoreoftheirnewsandinformationfromtheInternet theabilityoftelevisionandradiotogetthewordouttoconsumerswilldecrease ThechallengetoInternetadvertisersistocreateadsthataudiencemembersremember Internetadvertisingwillplayamoreprominentroleinorganizations advertisinginthenearfuture Internetaudiencestendtobequitehomogeneous butsmall Advertiserswillhavetoadjusttheirmethodstoreachtheseaudiencesandwillhavetoadapttheirpersuasivestrategiestotheonlinemediumaswell DirectmailAfinaladvertisingmediumisdirectmail whichusesmailingstoconsumerstocommunicateaclient smessage Directmailincludesnewsletters postcardsandspecialpromotions Directmailisaneffectivewaytobuildrelationshipswithconsumers Formanybusinesses directmailisthemosteffectivefromofadvertising 1 Televisionisanattractiveadvertisingmediuminthat A ithaslargeaudiencesB itappealstohousewivesC ithelpsbuildupacompany sreputationD itisaffordabletomostadvertisers 2 WiththeincreaseinthenumberofTVchannels A thecostofTVadvertisinghasdecreasedB thenumberofTVviewershasincreasedC advertisers interestinothermediahasdecreasedD thenumberofTVadspeoplecanseehasincreased 3 Comparedwithtelevision newspapersasanadvertisingmedium A earnalargerannualadrevenueB conveymoredetailedmessagesC usemoreproductiontechniquesD getmessagesoutmoreeffectively 4 Advertisingonradiocontinuestogrowbecause A morelocalradiostationshavebeensetupB moderntechnologymakesitmoreentertainingC itprovideseasyaccesstoconsumersD ithasbeenrevolutionizedbyInternetradio 5 Magazinesareseenbyadvertisersasanefficientwayto A reachtargetaudiencesB moderntechnologymakesitmoreen