ADVERTISING MEDIA.pdf | Appunti di Inglese

ADVERTISING MEDIA

Advertisements (often called 'adverts' or 'ads") can be seen and heard in a wide range of

media. These can be categorized into five main groups.

ADVERTISING MEDIA:

● PRINT ADVERTISING for example newspapers, magazines, brochures

● BROADCAST ADVERTISING for example television radio

● OUTDOOR ADVERTISING for example posters, cars and buses, shopping bags

● DIGITAL ADVERTISING for example the internet, mobile phones.

● BRAND/PRODUCT PLACEMENT the integration of a product into entertainment

media (for example a TV cookery show or a film)

CHOOSING AN ADVERTISING MEDIUM

Advertisers have to consider many factors when selecting an advertising medium.

●The target market Defining the target market is the first step in an advertising

campaign and helps advertisers choose an appropriate medium Digital advertising

would be a good way to reach millennials, for example, but a poor choice of medium

to reach people over the age of 65.

●Location The proximity of the target market also influences the choice. Printed

leaflets and adverts in the local press would be a good way to reach a local target

market, for example, but would be inappropriate for national or international markets.

●The product Some channels of media are better than others for advertising

particular products. Mass media channels such as IV and the radio wouldn't be

effective in advertising industrial goods, for example, which would probably be

advertised online or in special business magazines.

●The cost Different types of advertising media vary greatly in terms of cost and

advertisers need to consider how much they will be able to pay.

●Reach, frequency and impact The number of people that an advertising campaign

can reach, the number of times that people will see the message and the impact.

created by the different advertising media are also all factors that are considered.

Advertisers select the methods with the best ROI (return on investment) for them.

ADVERTISING MEDIA: ADVANTAGES AND DISADVANTAGES

● PRINT ADVERTISING

cheap to produce

can reach targeted audiences

can have a long lifespan

fewer people read newspapers and magazines today

the advert may get lost among others

● BROADCAST ADVERTISING

can reach a large audience

has a big impact

adds personality to a brand

can be very expensive

can be difficult to target the audience

● OUTDOOR ADVERTISING

can be cost-effective

creates an immediate impression encourages impulse buying

could be vandalised

difficult to remember

● DIGITAL ADVERTISING

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ADVERTISING MEDIA

Advertisements (often called 'adverts' or 'ads") can be seen and heard in a wide range of media. These can be categorized into five main groups. ADVERTISING MEDIA: ● PRINT ADVERTISING for example newspapers, magazines, brochures ● BROADCAST ADVERTISING for example television radio ● OUTDOOR ADVERTISING for example posters, cars and buses, shopping bags ● DIGITAL ADVERTISING for example the internet, mobile phones. ● BRAND/PRODUCT PLACEMENT the integration of a product into entertainment media (for example a TV cookery show or a film) CHOOSING AN ADVERTISING MEDIUM Advertisers have to consider many factors when selecting an advertising medium. ● The target market Defining the target market is the first step in an advertising campaign and helps advertisers choose an appropriate medium Digital advertising would be a good way to reach millennials, for example, but a poor choice of medium to reach people over the age of 65. ● Location The proximity of the target market also influences the choice. Printed leaflets and adverts in the local press would be a good way to reach a local target market, for example, but would be inappropriate for national or international markets. ● The product Some channels of media are better than others for advertising particular products. Mass media channels such as IV and the radio wouldn't be effective in advertising industrial goods, for example, which would probably be advertised online or in special business magazines. ● The cost Different types of advertising media vary greatly in terms of cost and advertisers need to consider how much they will be able to pay. ● Reach, frequency and impact The number of people that an advertising campaign can reach, the number of times that people will see the message and the impact. created by the different advertising media are also all factors that are considered. Advertisers select the methods with the best ROI (return on investment) for them. ADVERTISING MEDIA: ADVANTAGES AND DISADVANTAGES ● PRINT ADVERTISING cheap to produce can reach targeted audiences can have a long lifespan fewer people read newspapers and magazines today the advert may get lost among others ● BROADCAST ADVERTISING can reach a large audience has a big impact adds personality to a brand can be very expensive can be difficult to target the audience ● OUTDOOR ADVERTISING can be cost-effective creates an immediate impression encourages impulse buying could be vandalised difficult to remember ● DIGITAL ADVERTISING

immediate and convenient easily measurable can personalise advertising and target individuals too much advertising can make it difficult to connect with consumers some people, particularly older people, still rely on traditional media channels ● BRAND/PRODUCT PLACEMENT increases brand awareness the association with entertainment can create a positive feeling towards a brand audiences can associate a brand with a lifestyle can be very expensive can annoy people when it's done too obviously TRADUZIONE MEZZI PUBBLICITARI Gli annunci pubblicitari (spesso chiamati "pubblicità" o "pubblicità") possono essere visti e ascoltati in un'ampia gamma di media, che possono essere classificati in cinque gruppi principali. MEZZI PUBBLICITARI: ● PUBBLICITÀ STAMPATA ad esempio giornali, riviste, opuscoli ● PUBBLICITÀ BROADCAST per esempio radio televisiva ● PUBBLICITÀ ALL'APERTO ad esempio manifesti, auto e autobus, borse della spesa ● PUBBLICITÀ DIGITALE ad esempio Internet, telefoni cellulari. ● BRAND/PRODUCT PLACEMENT l'integrazione di un prodotto in un mezzo di intrattenimento (ad esempio un programma televisivo di cucina o un film) SCEGLIERE UN MEZZO PUBBLICITARIO Gli inserzionisti devono considerare molti fattori quando scelgono un mezzo pubblicitario. ● Il mercato di riferimento Definire il mercato di riferimento è il primo passo in una campagna pubblicitaria e aiuta gli inserzionisti a scegliere un mezzo appropriato La pubblicità digitale sarebbe un buon modo per raggiungere i millennial, ad esempio, ma una cattiva scelta di mezzo per raggiungere le persone di età superiore ai 65 anni . ● Location Anche la vicinanza del mercato di riferimento influenza la scelta. Volantini stampati e pubblicità sulla stampa locale sarebbero un buon modo per raggiungere un mercato target locale, ad esempio, ma sarebbero inappropriati per i mercati nazionali o internazionali. ● Il prodotto Alcuni canali mediatici sono migliori di altri per pubblicizzare determinati prodotti. I canali dei mass media come IV e la radio non sarebbero efficaci nella pubblicità di beni industriali, ad esempio, che verrebbero probabilmente pubblicizzati online o in speciali riviste economiche. ● Il costo Diversi tipi di mezzi pubblicitari variano notevolmente in termini di costo e gli inserzionisti devono considerare quanto saranno in grado di pagare. ● Copertura, frequenza e impatto Il numero di persone che una campagna pubblicitaria può raggiungere, il numero di volte in cui le persone vedranno il messaggio e l'impatto. creati dai diversi mezzi pubblicitari sono anche tutti fattori che vengono presi in considerazione.

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ADVERTISING MEDIA