Comparativo de medios de publicidad
Páginas: 2 (410 palabras)
Publicado: 2 de julio de 2010
ADVERTISING COMPARISON OF MEDIA
MEDIUM MARKET COVERAGE TYPE OF AUDIENCE UNIQUE CREATIVE FEATURE TYPE OF SMALL BUS. PARTICULARLY SUITED FOR MAJOR ADVANTAGE MAJOR DISADVANTAGE DAILY NEWSPAPERGeneral. Tends more toward men, Total metropolitan area, often including Immediacy, news value, graphic older age group, slightly higher All General Retailers connecting suburbs. Zoned editions are potentialsometimes available. income & education. General. Usually Residents or a smaller community Local identification. Newspapers are the traditional advertising medium. Competition from other advertisers.Short life span.
WEEKLY NEWSPAPER Immediate Community
Retailers serving a strictly local market Local identification.
Limited coverage.
SHOPPER
Majority of households in immediatecommunity
The City Or Cities Served By The Directory
Consumer households. Consumer orientation.
Neighborhood retailers and service businesses.
Service Businesses, Retailers With Brand Name Items,Highly Specialized Retailers. New and expanding businesses. Businesses using coupon returns, catalogs.
Consumer orientation.
A giveaway and not always read.
YELLOW PAGES
Active ShoppersFor Goods Or Service To Shoppers Services
Yellow Page Users Are In The Market For Goods Or Services
Use Limited To Active Shoppers
DIRECT MAIL
Controlled by the advertiser
Controlled bythe advertiser Personalized approach through use of demographic lists.
Personalized approach to a highly selective audience.
Difficult to determine cause of an unsuccessful campaign.
RADIO(Local)
General. Stations with a distinct A definable market area surrounding a programming format provide a central city. selective audience.
Intimacy.
Businesses catering to special groups;Identification with station, "D.J.", commuters, teenagers, housewives. specific program.
Must be bought consistently to be of value.
TELEVISION (Local)
A definable market area surrounding a...
MEDIUM MARKET COVERAGE TYPE OF AUDIENCE UNIQUE CREATIVE FEATURE TYPE OF SMALL BUS. PARTICULARLY SUITED FOR MAJOR ADVANTAGE MAJOR DISADVANTAGE DAILY NEWSPAPERGeneral. Tends more toward men, Total metropolitan area, often including Immediacy, news value, graphic older age group, slightly higher All General Retailers connecting suburbs. Zoned editions are potentialsometimes available. income & education. General. Usually Residents or a smaller community Local identification. Newspapers are the traditional advertising medium. Competition from other advertisers.Short life span.
WEEKLY NEWSPAPER Immediate Community
Retailers serving a strictly local market Local identification.
Limited coverage.
SHOPPER
Majority of households in immediatecommunity
The City Or Cities Served By The Directory
Consumer households. Consumer orientation.
Neighborhood retailers and service businesses.
Service Businesses, Retailers With Brand Name Items,Highly Specialized Retailers. New and expanding businesses. Businesses using coupon returns, catalogs.
Consumer orientation.
A giveaway and not always read.
YELLOW PAGES
Active ShoppersFor Goods Or Service To Shoppers Services
Yellow Page Users Are In The Market For Goods Or Services
Use Limited To Active Shoppers
DIRECT MAIL
Controlled by the advertiser
Controlled bythe advertiser Personalized approach through use of demographic lists.
Personalized approach to a highly selective audience.
Difficult to determine cause of an unsuccessful campaign.
RADIO(Local)
General. Stations with a distinct A definable market area surrounding a programming format provide a central city. selective audience.
Intimacy.
Businesses catering to special groups;Identification with station, "D.J.", commuters, teenagers, housewives. specific program.
Must be bought consistently to be of value.
TELEVISION (Local)
A definable market area surrounding a...
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