Key Point 1: Media Classifications
- What are the four general types of media?
- Explain what the following sentence means: "Media exposure does not guarantee message exposure."
- What does each of the different types of media sell? On which media do advertisers spend the most money?
- Explain the difference between a mass medium and a media vehicle. Give examples of each.
- What is the difference between mass media and niche media? Between mass media and addressable media? Between addressable media and interactive media?
- Why is intrusiveness a problem for some one-way media? Give an example from your own experience of a highly intrusive message, and describe your response to it.
- List the various forms of print media.
- Find examples of classified and display advertising, and explain how they differ.
- How do newspapers and magazines set their advertising rates?
- Compare the strengths and weaknesses of newspapers and magazines.
- What are some of the advantages and disadvantages of advertising in the Yellow Pages?
- You are designing a marketing communication program for a restaurant near your campus. Would you recommend any print media in your advertising plan? Why or why not?
- What is a rating point? How do ratings and share differ?
- What are some of the most popular radio formats? What types of products might be advertised effectively on each?
- Explain the concept of image transfer. Give an example of a brand message that you have heard that benefits from image transfer.
- What is a daypart? In which radio dayparts is advertising most expensive? In which television dayparts is it most expensive? Explain the differences.
- Compare the strengths and weaknesses of radio and television.
- What is a spot buy? Give an example.
- You are designing a marketing communication program for a restaurant near your campus. Would you recommend using any broadcast media? Why or why not?
- Describe the different forms of outdoor boards.
- What is a showing?
- What are the greatest strengths and weaknesses of outdoor boards?
- What problems are associated with cinema- and video-related commercial messages?
- List and describe some of the nontraditional media, and discuss their role in an overall MC campaign.
- Explain product placement and what it brings to a brand.
- You are designing a marketing communication program for a restaurant near your campus. Would you recommend any out-of-home media? Why or why not?