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Summary

Summary Marketing IIB (Integrated Marketing Communications) Chpt.12 - Traditional Advertising Media

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Newspaper, TV, Radio, and Magazines.

Institution
University Of The Witwatersrand (wits)
Course
Integrated Marketing Communications (BUSE2027)








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Shimp, Terence A. Shimp, J. Craig Andrews Integrated Marketing Communications
  • 2013
  • 9781408093566
  • Unknown

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Institution
University of the Witwatersrand (wits)
Course
Integrated Marketing Communications (BUSE2027)
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Which chapters are summarized?
Chapter 12
Uploaded on
January 13, 2024
Number of pages
4
Written in
2023/2024
Type
Summary

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Integrated Marketing Communications by ProfessorBurgerQueen



Traditional Advertising Media

- Mass media expenditure in SA:
- 68% television
- 16% radio
- 11% print

- Factors affecting the choice of media
- Advertiser’s objectives
- Creative needs
- Competitive challenge
- Available budget


- Newspapers have been a leading medium, but are in constant decline

- Advantages
- Mass audience coverage
- Timeliness
- Ability to use detailed copy
- Audience in appropriate mental frame to process messages

- Disadvantages
- Clutter
- Declining readership
- Higher rates for occasional advertisers




- Buying magazine space
- Sources for cost considerations
- Media kits
- Rate cards
- Demographic composition
- CPM

- Strengths
- Ability to reach large audiences
- High involvement potential
- Ability to convey information authoritatively

- Limitations
- Long lead times
- Clutter
- Somewhat limited geographic options

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