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Marketing Communications - Chapter 12

Tham khảo tài liệu 'marketing communications - chapter 12', kinh doanh - tiếp thị, internet marketing phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Traditional Advertising Media CHAPTER 12 Describe the four major traditional advertising media (newspapers, magazines, radio, and television). Discuss newspaper advertising and its strengths and limitations. Evaluate magazine advertising and its strengths and limitations. Describe radio advertising and its strengths and limitations. Discuss television advertising and its strengths and limitations. Appreciate the research methods that are used for each ad medium to determine the size of the audience exposed to advertising vehicles. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 12– 12– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Major Mass Advertising Media Spending in mass advertising media in the United States totaled approximately $190 billion in a recent year. Spending percentages by media type: 12– © 2010 South-Western, a part of Cengage Learning. All | Traditional Advertising Media CHAPTER 12 Describe the four major traditional advertising media (newspapers, magazines, radio, and television). Discuss newspaper advertising and its strengths and limitations. Evaluate magazine advertising and its strengths and limitations. Describe radio advertising and its strengths and limitations. Discuss television advertising and its strengths and limitations. Appreciate the research methods that are used for each ad medium to determine the size of the audience exposed to advertising vehicles. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 12– 12– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Major Mass Advertising Media Spending in mass advertising media in the United States totaled approximately $190 billion in a recent year. Spending percentages by media type: 12– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Which Advertising Medium Is “Best”? Advertiser’s Objectives Creative Needs Competitive Challenge Available Budget Factors in the Choice of Best Advertising Media 12– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Newspapers Readership: 53 million U.S. households during week and nearly 55 million on Sundays. Historically leading medium but in constant decline Buying Newspaper Space Standardized Advertising Unit (SAU) system 1 column: 21/16 inches 2 columns: 41/4 inches 3 columns: 67/16 inches 4 columns: 85/8 inches 5 columns: 1013/16 inches 6 columns: 13 inches Space depth: 1 inch to 21 inches Space rates apply to ROP (run of press) Premium rates for preferred space positioning 12– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Newspaper Advertising’s Strengths and Limitations Table 12.1 12– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Magazines Special Interest Magazines .