By A. D. Farbey
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Extra resources for How To Produce Successful Advertising 3 E
Another category which is much used, and which is separate from the press category of newspapers and magazines, is: 9. directories. How to Select Media ■ 43 There has also been a considerable growth in electronic and IT systems: 10. the Internet, Web sites and e-mail 11. videos and CD ROM 12. fax. These are, as yet, not as large as the standard media but are bound to grow. The Internet in particular is now expanding rapidly and has enormous potential. There is also the prospect of advertising applications for mobile or cell phones, though this is at an early stage.
The sites vary by size, and a large range of sizes may be offered. The suppliers of these spaces will be contractors, acting in the case of transport on behalf of transport authorities, although some transport bodies still sell space direct. While it is considered that outdoor does not have the immediacy and impact of, say, TV, it nevertheless offers its own substantial values: ■ wide geographical coverage ■ the ability to localise or concentrate in areas ■ very high repetition: passers-by return to the site frequently; this is especially true of transportation advertising ■ ability to locate near types of distributor ■ relative economy ■ high-aggregate audiences.
There is an enormous responsibility to plan effectively and to justify the choices made. The media plan represents a financial investment just as much as any other commercial expenditure and needs to be subject to the same disciplines as other similar investments. Media planning covers two stages: 1. planning, and developing an effective media selection 2. buying the media selected. The present chapter deals with the former. Media selection itself follows three main elements: 1. identifying those media which best reach the target audience 2.
How To Produce Successful Advertising 3 E by A. D. Farbey