Media Selection for Advertiments After determining the target audience for a product
or rvice, advertising agencies must lect the appropriate media for the freeway
advertiment. We discuss here the major types of media ud in advertising. We focus
our attention on ven types of advertising: television, newspapers, radio, magazines,
out-of-home. Internet, and direct mail.
Television
Television is an attractive medium for advertising becau it delivers mass audiences
to advertirs. When you consider that nearly three out of four Americans have en the
game show Who Wants to Be a Millionaire? you can understand the power of television to
communicate with a large audience. When advertirs create a brand, for example, they
want to impress consumers with the brand and its
image. Television provides an ideal vehicle for this type of communication.But
surprid
television is an expensive medium, and not all advertirs can afford to u it.
Television's influence on advertising is fourfold. First, narrowcasting means that
television channels are en by an increasingly narrow gment of the audience. The
Golf Channel, for instance.
is watched by people who play golf. Home and Garden Television is en by tho
interested in houhold improvement projects. Thus, audiences are smaller and more
homogeneous(具有共同特点的) than they have been in the past. Second, there is an
increa in the number of television channels available to viewers, and thus,
advertirs.
This has also resulted in an increa in the sheer number of advertiments to which
audiences are expod. Third, digital recording devices allow audience members more
control over which commercials they watch. Fourth, control over programming is being
pasd from the networks to local cable operators and satellite programmers.disappear什么意思
Newspaper?
After television, the medium attracting the next largest annual ad revenue is
cylindernewspapers. The New York Times, which reaches a national audience, accounts for $1
billion in ad revenue annually, ii m incread its national circulation (发行量) by 40%
and is now available for home delivery in ion ciues. Locally, newspapers are the
largest advertising medium.
Newspapers are a less expensive advertising medium than television and provide a way
for advertirs to communicate a longer. more detailed message to their audience than
they can through 48 hours,meaning newspapers are also a quick way of getting the
massage out.Newspapers are ofen the most important form of news for a local community,
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and they develop a high degree of loyalty from local reader.
Radio
Advertising on radio continues to grow Radio is often ud in conjunction with outdoor
bill-boards (广告牌) and ihe Internet to reach even more customers than television.
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Advertirs are likely to u radio becau it is a less expensive medium than
television, which means advertirs can afford to repeal their ads often. Internet
companies are also turning 10 radio advertising. Radio provides a way for advertirs
pleasure是什么意思to communicate with audience members at all times of the day.Consumers listen to radio
on their way to school or work, at work, on the way home, and in the evening hours.
Two major changes—satellite and Internet radio—will force radio advertirs to adapt
圣诞节祝福语英文their methods. Both of the radio forms allow listeners to tune in stations that are
more distant than thelocal stations they could receive in the past. As a result, radio
will increasingly attract target audiences who live many miles apart. 日本艺术院校
Magazines
newsweeklies,women's titles,and business magazined have all en inincreaes in
kaew
advertising becau they attract the high-end market.Magazines are popular with
advertirs becau of the narrow market that they deliver.A broadcast medium such as
network thlevision attraces all types of audience members,but magazineaudiences are
more homogeneous.If you read Aports illustrated,for example,you have much in common
with the magazine's other readrs.Advertiers e magazines as an efficient way of
reaching target audience members.
Advertirs using the print media-magazines and newspapers-will need to adapt to two
main changes.Fiest,the Internet will bring larger audiences to local newspapers.The
audiences will be more diver and geographiclly disperd(分散)than in the past.
