Traditional advertising meaning

Traditional advertising media and the characteristics of traditional media advertising

There are many advertising media, including television, radio, newspapers and other mass communication media, as well as street signs, light boxes, transportation and other outdoor media, as well as POP, packaging, telephone yellow pages, catalogs and other media, and even the human body, toilet walls and other available "new" media, and, of course, there are also the increasingly emerging Of course, there is also the growing INTERNET media. Among them, newspaper, radio and television are recognized as the three traditional advertising media. The advertisements released through these three media are the main traditional media advertisements.

Analysis of traditional advertising media and traditional media advertising, the characteristics of its performance in:

1, the coverage of the domain

Any media has a specific scope of dissemination and object, such as regional, national, international. It should be noted that the generalized scope of communication is practically meaningless, what is important is the distribution of the media's scope of communication and the main objects within the scope of distribution.

Coverage domain is an important indicator in the development of media strategy, specific selection of media. Generally speaking, the target market consumers in the geographical distribution is relatively centralized, and advertising media communication object also has a certain degree of certainty. If its coverage domain and the distribution of consumers in the target market do not match at all, then the chosen media is not applicable. If the selected media coverage area is not covered at all, or only a small part of the coverage or greatly exceed the target consumers in the region are not applicable. Only when the media coverage area basically covers the target consumer's region or with the target consumer's region completely coincides with the media selection is the most appropriate.

The scope of television media is quite wide, and it is even more so in the era of television into space communication. From a worldwide perspective, wherever television spreads, that is, wherever advertising goes. But as far as a specific TV station or a specific TV program or TV advertisement is concerned, its scope of dissemination is relatively narrow. The broad scope of television media communication also gives rise to the complexity of the composition of the target audience. Regardless of gender, age, occupation, ethnicity, cultivation, etc., as long as they watch television will become the object of communication of the television media, but some of the audience is unlikely to become the advertiser's customers. Therefore, although the scope of communication of the television media is wide, but the object of television advertising is not targeted, the object of the appeal is not accurate.

Radio media has a large coverage and a wide range of target audiences. Now almost every household has a radio. As long as the radio in the radio broadcasting power range, every family can receive radio programs. Since radio is to use sound and language as a medium, rather than using words as a carrier to disseminate information, it is suitable for a wide range of audiences with different levels of literacy, and any person with hearing can receive advertising information. As a result, radio advertising has a wide range of audiences, almost universal. Moreover, there are still a considerable number of illiterate people who are not capable of reading, but they can get information through radio. This is any other media can not be compared.

Newspapers have a clearer scope of dissemination, both international, national and regional, both comprehensive and specialized, different newspapers have different distribution areas, that is, different types of newspapers have different coverage. This obvious regional division provides convenience for advertisers to choose media, and thus can improve the advertising effect and avoid the waste of advertising costs.

2. Reach

Reach is one of the most important indexes to measure the advertising effect of a media. It is the percentage of the total number of people who accept the advertising message in a certain market after the advertising message dissemination activity. In the case of a certain number of consumer groups, the more people exposed to the advertising message, the higher the advertising reach rate.

The media coverage of TV, radio and newspaper is very wide, and it is the main way for people to get all kinds of information in their daily life, so the advertisers put advertisements on these media, and their reach rate is relatively high.

But due to the excessive and indiscriminate advertisements and the random insertion of advertisements in the advertising media, the mosaic behavior leads to the audience's boredom of advertisements and avoidance of advertisements, resulting in a serious decline in the ratio of advertisement information reaching the audience. The arrival rate of traditional media has been greatly reduced.

3, and readability

And readability means that the same media is read or watched (listened to) by more people. Television, radio, and newspapers are all media with high readability.

A live broadcast of an Olympic game can attract billions of TV viewers around the world, and the concurrency of its advertising message is quite high. However, with the satellite transmission, the development of cable television and the increase in the number of television channels, as well as the development of INTERNET as a network media and the development of network digital television broadcasting, so that more people leave the television screen and go to the computer screen, which to a certain extent reduces the television audience, reduces the readability of television.

The concurrent readership of newspapers is also very high. It is estimated that the actual readership of newspapers is at least double their circulation. Social organizations subscribe to newspapers that are read by all members of the organization. There are also people who can read newspapers without buying them or subscribing to them. A single newspaper can have many readers, as in the case of a public * * * reading place. However, because the newspaper advertisements are not likely to occupy the important pages of the newspaper, if the advertising information in a special advertising page, due to advertising congestion, certain advertisements are more difficult to be noticed, thus reducing the advertisement does reach, affecting the effectiveness of the advertisement.

Radio media in its early days and read more, and later with the development of television, audio-visual, karaoke and other new entertainment products, the number of radio listeners fell sharply. 90's, radio programs began to enrich and tend to diversify the radio tends to miniaturize, the radio media from the multiple listening to more individuals to listen to the actual decline in the number of parallel reading.

4, attention rate

Attention rate is the degree of attention to the advertisement.

Television advertising due to the rich audio-visual image, high facsimile, bright colors, to give consumers a deep impression, and easy to remember and the highest rate of attention. But different TV stations, the same TV station in different time slots and the attention rate varies, in the specific choice of media should also be combined with the characteristics of the enterprise's products and consumer objects for specific analysis and selection.

The biggest advantage of broadcast media is its wide range. Some programs have a certain specific audience, advertisers who choose to advertise before and after their advertising target favorite programs, the effect is better, the attention rate is also higher. However, the broadcast media has the characteristics of listening while working and acting, and the listening of the advertising audience is often passive, thus resulting in the overall attention rate of the advertising message is not high.

Newspaper media cover a wide area, but the attention rate is lower. Due to the many pages of the newspaper, the content is complex, readers tend to read the news reports and columns of interest, if there is no predetermined target, or the advertisement itself is poorly presented, readers tend to ignore, so the attention rate of newspaper advertising is extremely low.

5, authority

The authority of the media has a great impact on the advertising effect, that is, the "halo effect". The media selection process should pay attention to the recognition of the media. Different media have different authority due to their levels, audience groups, nature, content and so on; from the media itself, but also due to the different space and time to make its authority varies.

For example, in the television media, compared with the advertisements of CCTV and local TV stations, the former has more obvious authority than the latter. The same is true for radio and newspapers.

Authority is also relative and is affected by various factors such as area of specialization and region. In a particular field has the authority of the newspaper, for the specialty outside the readership will not have the authority to speak of, is likely to be a pile of waste paper.

6, infectious

From the point of view of the dissemination of modern advertising information to analyze, advertising information with the help of the television media, through a variety of artistic techniques and forms of expression, so that the advertisement has a distinctive sense of beauty, so that consumers in the enjoyment of the advertisement in the enjoyment of advertising information, so that the television for the consumer's influence is higher than the other media, the strongest infectious force of the people.

Broadcasting is a "feeling supplemental" communication, whether the listener is infected by the advertising information depends largely on the attention of the listener at that time. At the same time only rely on the radio words and the sound of the sound of the goods themselves is not enough, some audiences prefer to see the real form of the goods, in order to understand the goods in a more specific and emotional, which the radio can not be done.

Newspapers spread advertising information in words and pictures, even if it is a color version of the facsimile effect and image of the expressive power is far worse than television, radio, the infectious force is the worst.

7, real-time

Television and radio are the most suitable media for time-sensitive advertising, followed by newspapers.

Television is less time-sensitive than radio due to equipment and other constraints. However, advertising on radio is limited by program scheduling and time constraints.

8, persistence

In a sense, the three traditional media are not strong persistence - real-time.

Television and radio media are characterized by their fugitive nature. Advertising information is fleeting and not easy to save. As a result, advertisements need to be repeated, and the capital investment is huge. Newspapers are rather better and can be preserved, but because newspapers are updated daily, they are also rarely kept for a long time.