快速阅读练习MediaSelectionforAdvertisements-课件.ppt

1、Media Selection for Advertisements After determining the target audience for a product or service,advertising agencies must select the appropriate media for the advertisement.We discuss here the major types of media used in advertising.We focus our attention on seven types of advertising:television,

2、newspapers,radio,magazines,out-of-home.Internet,and direct mail.oTelevision Television is an attractive medium for advertising because it delivers mass audiences to advertisers.When you consider that nearly three out of four Americans have seen the game show Who Wants to Be a Millionaire?you can und

3、erstand the power of television to communicate with a large audience.When advertisers create a brand,for example,they want to impress consumers with the brand and its image.Television provides an ideal vehicle for this type of communication.But television is an expensive medium,and not all advertise

4、rs can afford to use it.Televisions influence on advertising is fourfold.First,narrowcasting means that television channels are seen by an increasingly narrow segment of the audience.The Golf Channel,for instance,is watched by people who play golf.Home and Garden Television is seen by those interest

5、ed in household improvement projects.Thus,audiences are smaller and more homogeneous(具有共同特点的)than they have been in the past.Second,there is an increase in the number of television channels available to viewers,and thus,advertisers.This has also resulted in an increase in the sheer number of adverti

6、sements to which audiences are exposed.Third,digital recording devices allow audience members more control over which commercials they watch.Fourth,control over programming is being passed from the networks to local cable operators and satellite programmers.oNewspapers After television,the medium at

7、tracting the next largest annual ad revenue is newspapers.The New York Times,which reaches a national audience,accounts for$1 billion in ad revenue annually.It has increased its national circulation(发行量)by 40%and is now available for home delivery in 168 cities.Locally,newspapers are the largest adv

8、ertising medium.Newspapers are a less expensive advertising medium than television and provide a way for advertisers to communicate a longer,more detailed message to their audience than they can through 48 hours,meaning newspapers are also a quick way of getting the massage out.Newspapers are often

9、the most important form of news for a local community,and they develop a high degree of loyalty from local reader.oRadio Advertising on radio continues to grow.Radio is often used in conjunction with outdoor bill-boards(广告牌)and the Internet to reach even more customers than television.Advertisers ar

10、e likely to use radio because it is a less expensive medium than television,which means advertisers can afford to repeat their ads often.Internet companies are also turning to radio advertising.Radio provides a way for advertisers to communicate with audience members at all times of the day.Consumer

11、s listen to radio on their way to school or work,at work,on the way home,and in the evening hours.Two major changessatellite and Internet radiowill force radio advertisers to adapt their methods.Both of these radio forms allow listeners to tune in stations that are more distant than the local statio

12、ns they could receive in the past.As a result,radio will increasingly attract target audiences who live many miles apart.oMagazines Newsweeklies,womens titles,and business magazines have all seen increases in advertising because they attract the high-end market.Magazines are popular with advertisers

13、 because of the narrow market that they deliver.A broadcast medium such as network television attracts all types of audience members,but magazine audiences are more homogeneous,if you read sports illustrated,for example,you have much in common with the magazines other readers.Advertisers see magazin

14、es as an efficient way of reaching target audience members.Advertiser using the print media-magazines and newspapers-will need to adapt to two main changes.First,the internet will bring larger audiences to local newspapers,these audience will be more diverse and geographically dispersed（分散）than in t

15、he past.Second,advertisers will have to understand how to use an increasing number of magazines for their target audiences.Although some magazines will maintain national audiences,a large number of magazines will entertain narrower audiences.oOut-of-home advertising Out-of-home advertising,also call

16、ed place-based advertising,has become an increasingly effective way of reaching consumers,who are more active than ever before.Many consumers today do not sit at home and watch television.Using billboards,newsstands,and bus shelters for advertising is an effective way of reaching these on-the-go con

17、sumers.More consumers travel longer distances to and from work,which also makes out-of-home advertising effective,technology has changed the nature of the billboard business,making it a more effective medium than in the past.Using digital printing,billboard companies can print a billboard in 2 hours

18、,compared with 6 days previously.This allows advertisers more variety in the types of messages they create because they can change their messages more quickly.oInternet As consumers become more comfortable with online shopping,advertisers will seek to reach this market.As consumers get more of their

19、 news and information from the Internet,the ability of television and radio to get the word out to consumers will decrease.The challenge to Internet advertisers is to create ads that audience members remember.Internet advertising will play a more prominent role in organizations advertising in the ne

20、ar future.Internet audiences tend to be quite homogeneous,but small.Advertisers will have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the online medium as well.oDirect mail A final advertising medium is direct mail,which uses mailings to con

21、sumers to communicate a clients message.Direct mail includes newsletters,postcards and special promotions.Direct mail is an effective way to build relationships with consumers.For many businesses,direct mail is the most effective from of advertising.1.Television is an attractive advertising medium i

22、n that_.A)it has large audiences B)it appeals to housewives C)it helps build up a companys reputation D)it is affordable to most advertisers 2.With the increase in the number of TV channels_.A)the cost of TV advertising has decreased B)the number of TV viewers has increased C)advertisers interest in

23、 other media has decreased D)the number of TV ads people can see has increased3.Compared with television,newspapers as an advertising medium_.A)earn a larger annual ad revenue B)convey more detailed messages C)use more production techniques D)get messages out more effectively 4.Advertising on radio

24、continues to grow because _.A)more local radio stations have been set up B)modern technology makes it more entertaining C)it provides easy access to consumers D)it has been revolutionized by Internet radio.5.Magazines are seen by advertisers as an efficient way to_.A)reach target audiences B)modern

25、technology makes it more entertaining C)appeal to educated people.D)convey all kinds of messages6.Out-of-home advertising has become more effective because_ A)billboards can be replaced within two hours B)consumers travel more now ever before C)such ads have been made much more attractive D)the pace

26、 of urban life is much faster nowadays 7.The challenge to Internet advertisers is to create ads that are_.A)quick to update B)pleasant to look at C)easy to remember D)convenient to access 8.Internet advertisers will have to adjust their methods to reach audiences that tend to be_ 9.Direct mail is an effective form of advertising for businesses to develop_10.This passage discusses how advertisers select_ for advertisements.Keys:1-7:A D B C A B C8.quite homogeneous but small9.relationships with consumers10.the appropriate media