Traditional Media Planning
Overview
This OER provides an overview of traditional media platforms for advertising. This module details the benefits of print and broadcast media as well as their unique attributes to connect advertisers with their desired markets. As traditional media adapts alongside digital, it is important to understand the elements of these mediums that make them stand out. This module includes an application exercise that involves applying the information learned to a hypothetical client seeking advice for where to place advertisements.
Navigate through the readings in the module and complete the exercise to evaluate your understanding of the material and practice creativity and strategic thinking.
Learning Objectives
After completion of this module students will be able to:
- Recognize the benefits of various traditional media platforms.
- Differentiate between print and broadcast media and the way audiences interact with them.
- Understand the importance of interacting with target audiences.
- Identify opportunities for advertising within traditional media.
- Apply their knowledge of different mediums to a hypothetical client and provide reasoning for their placement decisions.
Print Media
Print Isn't Dead.
While digital offerings and social media strategies have changed the course of print media use, the claim that "Print is dead" is just not true.
Print media is an important tool that will help connect your clients to their target audience in a way that is more involved and offers a greater sense of connection. Print is physical and credible. Newspapers and magazines can be kept and referred to and they provide the audience with an engaging activity.
When reading printed material, your audience is more engaged than they would be if they were skimming content online or browsing through channels without intention. Print is a medium that is selected intentionally by those reading it. Individuals seek out print media focused around topics that interest them and take the time to analyze it. It is easy for advertising messages to be ignored in an online space where people have adapted to instantly exiting out of pop-ups or simply turning on ad blockers.
Often, people utilize newspapers and magazines as resources to seek out advertisements and stay up to date with offerings.
Photo by Ian Lamont; CC BY 2.0. Photo by Sean Winters; CC BY-SA 2.0.
Newspapers vs Magazines
Both newspapers and magazines offer an opportunity for your client's message to reach a broad circulation and meet many eyes.
A newspaper traditionally reaches a broad audience that demonstrates an interest in the local community and desires to stay up to date with news of what is happening in their area. Some newspapers have zoned editions that allow you to tailor your audience to those in a specific region. Display advertising that is offered by newspapers allows advertisers to promote their message in detail, including larger sizes, providing more information and images.
Magazines vary by topic and circulation and present the opportunity to reach a niche audience interested in your client's product or service. With sleek designs and full color reproduction, magazines are ideal for highly visual and creative advertising. People tend to keep magazines longer than a daily paper, increasing the likelihood of repeat exposure to a message and deeper engagement with the advertisement when paired with content of interest.
Placement is also important. Be sure to position advertisements with related content by section. For a target audience interested in sports, advertising in the sports section of a newspaper or magazine increases the likelihood of the advertisement being seen by your desired audience.
Broadcast Media
Broadcast media uses audio and visual elements to attract audiences. This is where the memorable jingles that stay stuck in your head come from. Unlike print media, broadcast formats suit storytelling that is enhanced by imaginative qualities that can further immerse audiences even when they might not directly be seeking it out.
Photo by Leonardo Rizzi; CC BY-SA 2.0
Radio vs Television
Radio on-air personalities draw an audience in. These charismatic spokespeople capture people's attention while they are on the go, making the most popular times for advertising the drive time when people are commuting to and from work. Radio audiences are selective about the stations they choose for their commute and demonstrate loyalty. Selecting a station that provides content relevant to the product or service being promoted in addition to the association with personalities that appeal to your desired audience leads to seamless messaging. The audio-focused medium can capture attention at a lower cost while increasing awareness of a brand, aligning the brand personality with a known on-air personality. Frequency is imperative. It is the aspect that allows a memorable message to stick and serve as a consistent reminder.
Television combines visual and audio elements to provide a full, immersive experience for viewers. Television's format provides a platform for messages that benefit from highly visual displays or require more explanation and demonstration. Television catches people while they are at home and often relaxed. The context of where and how people interact with a medium is important when developing your message. TV advertisements can be targeted by utilizing particular channels that show content your ideal demographic is interested in. Similar to radio, there are different times that each channel maximizes viewership. While requiring longer production time and higher production costs, the mass audience reached by TV ads and the visual storytelling aspect it provides makes it a unique platform.
With these mediums it is important to have storytelling elements that add a sense of drama and create interest. While television has the benefit of including visual elements, radio spots need to have an appropriate hook in addition to copy that links the ideas presented. With radio, the audience can't rewind, meaning the message needs to be clear and easy to focus on and played frequently. While radio lacks visuals, the lower cost and ability to consistently air the message gives it an advantage.
Exercise: Selecting Media for a Client
You have just met with a new client, the owner of a bookstore in Gainesville called Big Hit Books. This is a retailer that highlights local and indie authors and recognizes aspiring, up-and-coming writers. Big Hit Books provides poetry reading events for the public, book signings, and sells books at a lower price than traditional retailers. Despite this, many people in Gainesville do not know about the store and still go to large retailers like Barnes & Noble for books.
Use your creativity and consider what kind of audience you want to reach.
How can you utilize different traditional mediums to spread the message and unique offerings of Big Hit Books?
How would you position the brand to make it stand out?
Image Attributions
Title Image: "Magazine Stack" by thebittenword.com is licensed under CC BY 2.0. To view a copy of this license, visit https://creativecommons.org/licenses/by/2.0/?ref=openverse.
Newspaper Classifieds: "Newspaper classifieds" by Ian Lamont (IN 30 MINUTES Guides) is licensed under CC BY 2.0. To view a copy of this license, visit https://creativecommons.org/licenses/by/2.0/?ref=openverse.
Magazine Stack: "Magazines" by Sean Winters (theseanster93) is licensed under CC BY-SA 2.0. To view a copy of this license, visit https://creativecommons.org/licenses/by-sa/2.0/?ref=openverse.
Radio Broadcast Studio: "Radio Broadcast Studio" by Leonardo Rizzi is licensed under CC BY-SA 2.0. To view a copy of this license, visit https://creativecommons.org/licenses/by-sa/2.0/?ref=openverse.