Which of the following is an example of a media vehicle?
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ch20 Student: ___________________________________________________________________________ 1.The primary objective of _____ is to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible. A. media planning B. market segmentation C. target marketing D. organizational planning E. a communication hierarchy 2.The media plan is a guide for: A. development of specific creative objectives. B. media selection. C. sales and marketing forecasts and potentials. D. marketing research activities. E. observation studies. 3._____ is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. A. Creative strategies B. Media Planning C. Distribution strategy D. Media vehicles E. Program rating 4._____ are plans of action designed to obtain specific media objectives. A. Sweeps periods B. Programs ratings C. Media strategies D. Media vehicles E. Recency planning 5.The _____ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media. A. media vehicle B. reach C. distribution channel D. medium E. needledrop 6.The _____ is a specific carrier within a medium category. A. retailer B. wholesaler C. distribution channel D. media E. media vehicle 7.USA Today, Sports Illustrated, and Tonight Show with Jay Leno are all examples of: A. media strategies. B. media that have sweeps periods. C. media vehicles. D. communications decoders. E. physical distribution channels. Select your languageSuggested languages for you: Have you ever shared, liked, or retweeted an ad? Or have you ever purchased something directly from an ad? If you answered 'yes' to any of these questions, you have engaged with an advertisement. But what makes us engage with one ad but not another? Well, that is partially dependent on the advertising media itself. Marketers use various tactics to reach and engage us through their advertisements. Read along to find out how! Advertising media definitionAdvertising is the paid communication of a product, idea, or experience by a specific sponsor for commercial purposes. But what is advertising media? Well, advertisements can take various forms. These different forms of communication are known as advertising media. Advertising media refers to the various media and channels marketers use to promote their products and brands. It is essential to understand advertising media as it is part of the marketing communications mix. The communications mix comprises advertising, sales promotions, public relations, sponsorships, and direct marketing. However, this explanation will focus on the communications mix's advertising element. Advertising media typesAlthough there are numerous advertising media types, they can be broadly classified into three categories based on their form, function, and source. Advertising media types: formFirstly, advertising media can be categorised by form. This is the most straightforward form of classifying advertising media as it is easily observable. The classification of advertising media by form is as follows:
Advertising media types: functionSecondly, advertising media types can be grouped based on function. Based on this classification, advertising med can be:
Advertising media types: sourceOn the other hand, we can also organise advertising media based on its source. The three different sources are as follows:
Advertising media types: creative executionFinally, let's observe how we can classify advertising messages through how their advertising appeal is communicated. We discuss advertisement appeal in more detail in the following section, so bear with us. Creative execution is how an advertising appeal is communicated to the consumer. The different types of creative execution include:
Advertising media marketingAdvertising media is essential for marketing as it helps marketers capture viewers' attention. Similarly, marketers can engage consumers through a variety of advertising appeals. Although a marketing agency often takes care of a company's advertising creative, brands must choose the type of media and advertising appeal they use for their marketing communications. An advertising appeal is a creative communications strategy marketers use to capture consumers' attention and influence their attitudes towards purchasing a product. Advertising appeal is an essential element of advertising as it significantly impacts advertising effectiveness. Thus, marketers must carefully curate the mix of media and appeal to achieve the desired effect of an advertisement on consumers. Advertising appeals can either be:
Armstrong (2011) argues that marketers should use emotional appeals for hedonic products and informational appeals for utilitarian products.1 Regarding advertising, marketers need to evaluate which advertising media would work best for the type of advertising appeal chosen and vice versa. However, there is no 'ideal technique' or prescribed model to follow. For example, Grigaliunate & Pileliene (2016) found that consumers respond to emotional and informational appeals when using print and outdoor advertisements (advertising media) for convenience products.2 Thus, marketers must conduct market research and carefully evaluate a proposed advertisement's media mix and appeal. Advertising media planningAdvertising media planning involves finding the right platform for the brand's content to reach its target customer segment at the right time. The overall process of advertising media planning involves:
First, marketers must determine the reach, frequency, and engagement they aim to achieve. Reach includes the percentage of the target market seeing the advertising campaign in a given period - for example, 10% of the target market in the first two weeks. On the other hand, frequency calculates the number of times an individual was exposed to the campaign. However, beyond reaching the target audience numerous times, marketers also want to create engagement, which is why they must select the correct media type. We have seen the different media types, so let's now discuss their advantages and disadvantages.
Table 1. Advantages and Disadvantages of Different Media Types, StudySmarter Originals. Once the marketer has chosen the media type, they must select the media vehicle. The media vehicle is a specific media type within broad media categories. For example, the advertiser might select Instagram (within digital media) or television ads (within broadcast media). When choosing the media vehicle, the marketer must evaluate their budget and target audience. The final step includes determining media timing. Marketers need to choose how to schedule their advertisements. Advertisements could be scheduled year-round, during seasonal holidays, etc. An essential aspect to determine here is whether the marketer wants:
Marketers can use various media scheduling tools to optimise their media planning. Marketers may also use automated platforms to schedule their digital media activity. Advertising media examplesLet's now take a look at some examples of advertising media. Pre-Mother's Day in Germany, Burger King decided to launch its 'Pregnant Whopper' campaign. Burger King surveyed pregnant women to find out their strangest pregnancy cravings. The campaign video showed these women and their partners trying the bizarre burger combinations, which included pickles and jam burgers, strawberry ice cream and fries burgers, fish sticks and apple sauce burgers, and so on. The offer was valid for a day in select Burger King restaurants in Germany.4 The campaign provided a successful means of engaging a specific target segment (pregnant women in Germany). The campaign's timing was also perfectly scheduled around Mother's Day. We can also examine advertising media through IHOP's IHOB Campaign. American pancake house IHOP - International Pancake House - used an interactive campaign to create engagement on social media. IHOP posted a video on Twitter which showcased its rebranding. The rebranding simply involved turning the 'P' in IHOP into a 'B' (IHOB). The post then urged followers and Twitter users to guess what the 'B' stands for. The tweet had over 30,000 responses and 15,000 retweets3, showing how engaging and interactive social media can be when used correctly. It turns out the 'B' stood for burgers. The campaign aimed to raise awareness of IHOP's burgers and encourage customers to try them. Advertising media - Key takeaways
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Frequently Asked Questions about Advertising mediaAdvertisingmedia refers to the various media and channels marketers use to promote their products and brands. There are numerous types of advertising. Four common types of advertising include print media, digital media, broadcast media, and outdoor media. The main purpose of media advertising includes reaching and engaging customers. Each marketing campaign might have a different objective, however, marketers must always determine the reach, frequency, and engagement they aim to achieve. Advertising media planning involves finding the right platform for the brand's content to reach its target customer segment at the right time. The overall process of advertising media planning involves:
There are a variety of tools marketers use to advertise. Examples of advertising may include print media, broadcast media, interactive and digital media, in-store media, outdoor media, and other media forms like events, exhibitions, or product placements. Final Advertising media Quiz
Question __________ refers to the various media and channels marketers use to promote their products and brands. Show answer
Question The _______ mix comprises advertising, sales promotions, public relations, sponsorships, and direct marketing. Show answer
Question Advertising media can be broadly classified into three categories based on their form, function, and source. Show answer
Question ________ comprises marketing communications in the form of text, audio, video, animation, etc., on digital platforms. Show answer
Question ________ involves marketing communications using displays and experiences in physical stores. Show answer
Question Advertising media types can be grouped based on function. Show answer
Question What is the difference between linear and interactive media? Show answer Answer Linear media involves one-way communication. On the other hand, interactive media refers to two-way communication in which multiple parties can exchange information. Show question
Question What are the three sources of advertising media? Show answer
Question ________ is any form of media that belongs to the brand/company Show answer
Question Creative execution is how an advertising appeal is communicated to the consumer. Show answer
Question Marketing agencies always take care of a company's advertising creative. Show answer
Question A(n) ________ is a creative communications strategy marketers use to capture consumers' attention and influence their attitudes towards purchasing a product. Show answer
Question ___________ involves finding the right platform for the brand's content to reach its target customer segment at the right time. Show answer Answer Advertising media planning Show question
Question The process of advertising media planning involves:
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Question _______ includes the percentage of the target market seeing the advertising campaign in a given period. Show answer
Answer The media vehicle is a specific media type within broad media categories. For example, the advertiser might select Instagram (within digital media) or television ads (within broadcast media) Show question
Question An essential aspect to determine in media timing is whether the marketer wants _______ or ________ . Show answer Discover the right content for your subjectsNo need to cheat if you have everything you need to succeed! Packed into one app!Study PlanBe perfectly prepared on time with an individual plan. QuizzesTest your knowledge with gamified quizzes. FlashcardsCreate and find flashcards in record time. NotesCreate beautiful notes faster than ever before. Study SetsHave all your study materials in one place. DocumentsUpload unlimited documents and save them online. Study AnalyticsIdentify your study strength and weaknesses. Weekly GoalsSet individual study goals and earn points reaching them. Smart RemindersStop procrastinating with our study reminders. RewardsEarn points, unlock badges and level up while studying. Magic MarkerCreate flashcards in notes completely automatically. Smart FormattingCreate the most beautiful study materials using our templates. Sign up to highlight and take notes. It’s 100% free. What are the types of media vehicles?The following are common types of media vehicle.. Audio. A radio station, steaming music service or podcast.. Television. A television station, network or show.. Streaming Media. A video channel, website or app.. Print. A magazine, newspaper or periodical.. Digital Publications. ... . Outdoor. ... . Social Media. ... . What is medium and vehicle?Whereas a medium is the general method of communication, such as radio, magazines, or social media websites, a vehicle would be the specific station, publication, or website that you advertise with.
Is social media a media vehicle?Advertising vehicles are the different methods available for advertising: typically broadcast, print, outdoor, direct mail, digital and social media. Each advertising medium has at least a few types of media vehicles – places and ways to advertise – within them, and there are pros and cons to consider.
What is a traditional media vehicle?Traditional media uses vehicles directed at a mass audience such as print (newspaper and magazines) and broadcast (radio and television ).
What is meant by a media vehicle quizlet?media vehicle. The specific program, publication, or promotional piece used to carry an advertising message. reach.
What are the traditional mass media vehicles?Traditional media include radio, broadcast television, cable and satellite, print, and billboards.
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