Overview The of World Media US Ad Spending by Medium Today s Today s Media Media World World 3 Major Ad Media Categories Print Newspapers Magazines Out of Home Broadcast Radio Television Other Media Direct Mail Yellow Pages etc New Media Today s Newspapers SIX TYPES OF ADVERTISING 1 1 Local Local Display Display Ads Ads 2 2 National National Ads Ads Today s Newspapers SIX TYPES OF ADVERTISING 1 1 Local Local Display Display Ads Ads 2 2 National National Ads Ads 3 3 Legal Legal Advertising Advertising Today s Newspapers SIX TYPES OF ADVERTISING 1 1 Local Local Display Display Ads Ads 2 2 National National Ads Ads 3 3 Legal Legal Advertising Advertising 4 4 Classified Classified Ads Ads Today s Newspapers SIX TYPES OF ADVERTISING 1 1 Local Local Display Display Ads Ads 2 2 National National Ads Ads 3 3 Legal Legal Advertising Advertising 4 4 Classified Classified Ads Ads 5 5 Pre prints Pre prints Today s Newspapers SIX TYPES OF ADVERTISING 1 1 Local Local Display Display Ads Ads 2 2 National National Ads Ads 3 3 Legal Legal Advertising Advertising 4 4 Classified Classified Ads Ads 5 5 Pre prints Pre prints 6 6 Coupon Coupon Ads Ads Today s Newspapers SIX TYPES OF ADVERTISING 1 1 Local Local Display Display Ads Ads 2 2 National National Ads Ads 3 3 Legal Legal Advertising Advertising 4 4 Classified Classified Ads Ads 5 5 Pre prints Pre prints 6 6 Coupon Coupon Ads Ads ROP ROP Run Run of of Press Press FSI FSI Free Free Standing Standing Inserts Inserts Today s Magazines Three Types of Magazines Consumer Consumer Today s Magazines Three Types of Magazines Consumer Consumer General General TV TV Guide Guide Publisher Publisher 4th 4th largest largest in in circulation circulation Today s Magazines Three Types of Magazines Consumer Consumer General General Specialized Specialized AARP AARP Bulletin Bulletin 1 1 in in circulation circulation Today s Magazines Three Types of Magazines Consumer Consumer General General Specialized Specialized Bride s Bride s Cond Cond Nast Nast 1 1 in in ad ad pages pages Today s Magazines Three Types of Magazines Consumer Consumer General General Specialized Specialized Business Business or or Trade Trade Business Business Week Week McGraw McGraw Hill Hill Today s Magazines Three Types of Magazines Consumer Consumer General General Specialized Specialized Business Business or or Trade Trade AdWeek AdWeek BPI BPI Trade Trade magazine magazine Today s Magazines Three Types of Magazines Consumer Consumer General General Specialized Specialized Business Business or or Trade Trade Journals Journals Newsletters Newsletters Journal Journal of of Advertising Advertising Education Education scholarly scholarly journal journal SRDS Standard Rate Data Service Advertising rates Discount structures Other important information Printed Online Virtually all media CPM Cost Per Thousand Cost efficiency Formula cost x 1 000 audience Example 65 000 ad 895 000 circulation 65 000 x 1 000 895 000 72 63 Out of Home Outdoor Outdoor consists consists of of Bulletins 30 sheets 8 sheets Out of Home Outdoor Outdoor consists consists of of Bulletins 30 sheets 8 sheets Transit Transit Kiosks Kiosks Purchased Purchased monthly monthly based based on on showings showings Showing Daily impressions as a percent of total population Example Population 150 000 25 Showing 37 500 Daily Impressions 50 Showing 75 000 Daily Impressions Today s Radio Today radio is a local medium National Spot 16 14 Network 4 6 billion 12 10 Bought nationally 8 played locally 6 Local Spot 4 2 0 14 9 billion Sold Sold by by local local stations stations 2000 advertisers Bought Bought by by local local advertisers NationalLocal Today s Television Network TV A bigger broader more diverse audience Cable TV More select upscale niche audiences TV Ratings Nielsens Tracked by Nielsen Media Research GRP s TRP s etc Today s Television 4 Kinds of TV 66 Ways Ways to to Buy Buy TV TV National Network National Network Network Network National cable National cable National National Spot Spot Syndication Syndication National National Cable Cable Local Local Local Local mostly mostly news news Local Local Spot Spot Syndication Syndication Non network Non network cable cable Direct Mail Yellow Pages Direct Mail is a 44 billion dollar business Direct Mail Yellow Pages The The Yellow Yellow Pages Pages directory directory advertising advertising is is aa 13 13 billion billion business business New Media The Internet Media Evolution in Action Just as previous media evolution changed advertising so will this one Changing marketers behavior Extending advertising involvement We can consume media more selectively We can if we want interact and become more involved
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