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Summary Marketing IIB (Integrated Marketing Communications) Chpt.12 - Traditional Advertising Media
- Institution
- University Of The Witwatersrand (wits)
Newspaper, TV, Radio, and Magazines.
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Integrated Marketing Communications by ProfessorBurgerQueenTraditional Advertising Media
- Mass media expenditure in SA:
- 68% television
- 16% radio
- 11% print
- Factors affecting the choice of media
- Advertiser’s objectives
- Creative needs
- Competitive challenge
- Available budget
- Newspapers have been a leading medium, but are in constant decline
- Advantages
- Mass audience coverage
- Timeliness
- Ability to use detailed copy
- Audience in appropriate mental frame to process messages
- Disadvantages
- Clutter
- Declining readership
- Higher rates for occasional advertisers
- Buying magazine space
- Sources for cost considerations
- Media kits
- Rate cards
- Demographic composition
- CPM
- Strengths
- Ability to reach large audiences
- High involvement potential
- Ability to convey information authoritatively
- Limitations
- Long lead times
- Clutter
- Somewhat limited geographic options
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