![]() ![]() Sports Illustrated launched SI.com so readers could get up-to-date information on the Web. If an organization wants to use magazines to reach males interested in sports, it might use Sports Illustrated. For example, if a company wants to develop television commercials to reach teenagers, it might select Gossip Girl on the CW as the best vehicle. A vehicle is the specific means within a medium to reach a selected target market. Within each different medium, an organization might select a different vehicle. Today, the companies that advertise in Sports Illustrated do so not only in the magazine but also on the Web site. The first issue of Sports Illustrated was published August 16, 1954. The fact that local retailers get cheaper rates for advertising in local newspapers may encourage both local businesses and consumers to support newspapers in some markets. Other newspapers, such as USA Today are free online, although printed copies are also available. Many major newspapers, such as papers in Seattle and Chicago, have gone out of business. With the Internet, both magazines and newspapers are suffering in terms of readership and advertising dollars. People save magazines for a long time, but advertisers must plan in advance to have ads in certain issues. However, the Federal Trade Commission passed a regulation effective in 2010 that prohibits advertisers from changing the volume level of commercials on television, although consumers still notice that some commercials are louder than the regular shows. ![]() In an effort to get attention, advertisers changed the volume for television commercials for years. Although many people change channels (zap) or leave the room during commercials, television does allow for visual demonstrations. Both television and radio must get a message to consumers quickly. People are also typically doing another activity (e.g., driving or studying) while listening to the radio, and without visuals, radio relies solely on audio. People tend to own more than one radio, but there are so many radio stations in each market that it may be difficult to reach all target customers. Radios, magazines, and newspapers are also portable. ![]() Mobile phones provide continuous access to people on the go, although reception may vary in different markets. Whether it's a commercial on the Super Bowl or an ad in a magazine, each medium (e.g., television, magazines, mobile phones, social media) has different advantages and disadvantages. However, do the ads pay off in terms of sales? Many advertising professionals believe many of the ads don't, yet the ads probably do create brand awareness or a public relations type of effect since many people tune in and then talk about Super Bowl commercials. For Super Bowl XLVI, the cost for a thirty-second spot increased to $3.5 million, and approximately 111.3 million viewers watched. ![]() Since 97.5 million people watched the game, the cost per ad was less than three cents per viewer. For example, a thirty-second ad aired during Super Bowl XLII cost $2.7 million. One of the biggest issues an organization must address is which medium or media provides the biggest bang for the buck, given a product's characteristics and target market. Advertising is paid promotion with an identified sponsor that reaches many people at one time and can be repeated many times. ![]()
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