Media options

Advantages and disadvantages of television as an advertising media Advantages

Potentially high impact Capable of delivering mass audiences Relatively low cost per thousand

Disadvantages

High production costs Viewer receptivity being challenged Short life of messages Growing opportunities for targeting

Relatively low cost per person reached via TV

• cost per thousand (CPM) – a measure of media efficiency • calculated on basis of cost of buying media space and number of people viewing or reading that media CPM = cost of ad space (absolute cost) x 1000 circulation/viewers/listeners • e.g. if a company buys a 30-second slot with RTE for €9,000 and expects 500,000 viewers to be exposed to the ad, the CPM is calculated as follows: €9000 x 1000 = €18 500,000

Advantages and disadvantages of radio as an advertising media Advantages Disadvantages

Relatively inexpensive High levels of noise and clutter Selective Short life of a radio advertisement Offers geographic segmentation Widespread access to radio

Radio relatively inexpensive

(production and time) – 30-second slots – local radio e.g. €12.69 with Tipperary Mid West FM; €160 for 96/103 FM in Cork. – national radio – RTE1, 2FM, Lyric FM and Today FM charge up to €1,714 for a prime-time slot (Source: MAPS Directory, 2002)

Measuring radio audiences

• listenership is monitored and measured through the JNLR (Joint National Listenership Research) programme • comprises representatives of RTE, representatives of the IRTC (The Independent Radio and Television Commission), the IAPI (The Institute for Advertising Practitioners in Ireland and the AAI (The Association of Advertisers in Ireland)

Advantages and disadvantages of newspapers as an advertising media Advantages

Readers can read newspapers at their own pace

Disadvantages

Short shelf life Allows advertisers to pursue national, regional and lifestyle segmentation High levels of clutter and noise Relatively low cost per thousand Can lend credibility to the advertiser Concerns about print quality As a purely visual media, it can be difficult to capture the reader's attention Multiple readership Theme of ads can be very current Enables advertiser to convey a lot of information

Advantages and disadvantages of magazines as an advertising media Advantages

The range of magazines available offers segmentation opportunities Long shelf-life Scope for creativity Excellent print quality Multiple readership Suited to the carriage of sales promotions Often read for their advertising

Disadvantages

Long lead-times High levels of clutter

Magazine/newspaper circulation

• ‘The number of individuals who receive a publication through either subscription or store purchase.’ (Belch & Belch, 1999) • primary circulation – committed to publication because they buy it • secondary readership • ABC (Audit Bureau of Circulations) • JNRR (Joint National Readership Research)

Outdoor media

• billboards • public transport • mobile billboards

Advantages and disadvantages of outdoor advertising Advantages

Wide coverage in specific areas Ability to make an impact

Disadvantages

High levels of wastage Over-exposure of audience to advertisements during a campaign High levels of repetition Short exposure time Increasingly difficult to obtain planning permission for sites

Ambient advertising

• ‘Makes the message become part of the surrounding environment in which the consumer operates.’ (Blythe, 2000)  tickets  petrol nozzles  supermarket trolleys  transport vehicles full wrap. – a single advertiser can cover an entire double decker bus with a message. Known as a  e mployees’ cars  doors of public toilets  carrier bags  aerial vehicles