Media Selection for Advertisements

　　After determining the target audience for a productor service, advertising agencies must select theappropriate media for the advertisement. Wediscuss here the major types of media used inadvertising. We focus our attention on seven typesof advertising: television, newspapers, radio, magazines, out-of-home. Internet, and direct mail.

　　Television

　　Television is an attractive medium for advertising because it delivers mass audiences toadvertisers. When you consider that nearly three out of four Americans have seen the gameshow Who Wants to Be a Millionaire? you can understand the power of television tocommunicate with a large audience. When advertisers create a brand, for example, theywant to impress consumers with the brand and its image. Television provides an ideal vehiclefor this type of communication. But television is an expensive medium, and not alladvertisers can afford to use it.

　　Television's influence on advertising is fourfold. First, narrowcasting means that televisionchannels are seen by an increasingly narrow segment of the audience. The Golf Channel, forinstance.

　　is watched by people who play golf. Home and Garden Television is seen by those interested inhousehold improvement projects. Thus, audiences are smaller and more homogeneous(具有共同特点的) than they have been in the past. Second, there is an increase in the number oftelevision channels available to viewers, and thus, advertisers. This has also resulted in anincrease in the sheer number of advertisements to which audiences are exposed. Third, digitalrecording devices allow audience members more control over which commercials they watch. Fourth, control over programming is being passed from the networks to local cable operatorsand satellite programmers.

　　Newspaper?

　　After television, the medium attracting the next largest annual ad revenue is newspapers. TheNew York Times, which reaches a national audience, accounts for $1 billion in ad revenueannually, ii m increased its national circulation (发行量) by 40% and is now available forhome delivery in ion clues. Locally, newspapers are the largest advertising medium.

　　Newspapers are a less expensive advertising medium than television and provide a way foradvertisers to communicate a longer. more detailed message to their audience than they canthrough 48 hours, meaning newspapers are also a quick way of getting the massage out. Newspapers are ofen the most important form of news for a local community, and theydevelop a high degree of loyalty from local reader.

　　Radio

　　Advertising on radio continues to grow Radio is often used in conjunction with outdoor bill-boards (广告牌) and the Internet to reach even more customers than television. Advertisers arelikely to use radio because it is a less expensive medium than television, which meansadvertisers can afford to repeal their ads often. Internet companies are also turning 10 radioadvertising. Radio provides a way for advertisers to communicate with audience members atall times of the day. Consumers listen to radio on their way to school or work, at work, on theway home, and in the evening hours.

　　Two major changes—satellite and Internet radio—will force radio advertisers to adapt theirmethods. Both of these radio forms allow listeners to tune in stations that are more distantthan the

　　local stations they could receive in the past. As a result, radio will increasingly attract targetaudiences who live many miles apart.

　　Magazines

　　Newsweeklies, women’s titles, and business magazines have all seen increases in advertisingbecause they attract the high-end market, magazines are popular with advertisers because ofthe narrow market that they deliver. A broadcast medium such as network television attractsall types of audience members, but magazine audiences are more homogeneous, if you readsports illustrated, for example, you have much in common with the magazine’s other readers. Advertisers see magazines as an efficient way of reaching target audience members.

　　Advertiser using the print media-magazines and newspapers-will need to adapt to two mainchanges. First, the internet will bring larger audiences to local newspapers, these second. Advertisers will have to understand how to use an increasing number of magazines for theirtarget audiences. Although some magazines will maintain national audiences, a large number ofmagazines will entertain narrower audiences.

　　Out-of-home advertising

　　Out-of-home advertising. Also called place-based advertising, has become an increasinglyeffective way of reaching consumers, who are more active than ever before. Many consumerstoday do not sit at home and watch television. Using billboards, newsstands, and bus sheltersfor advertising is an effective way of reaching these on-the-go consumers. More consumerstravel longer distances to and from work, which also makes out-of-home advertising effective, technology has changed the nature of the billboard business, making it a more effectivemedium than in the past.

　　Using digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. This allows advertisers more variety in the types of messages they createbecause they.

　　Can change their messages more quickly.

　　Internet

　　As consumers become more comfortable with online shopping, advertisers will seek to reachthis market As consumers get more of their news and information from the Internet, the abilityof television and radio to get the word out to consumers will decrease. The challenge toInternet advertisers Is to create ads that audience members remember.

　　Internet advertising will play a more prominent role in organizations' advertising in the nearfuture. Internet audiences tend to be quite homogeneous, but small. Advertisers will have toadjust their methods to reach these audiences and will have to adapt their persuasivestrategies to the online medium as well.

　　Direct mail

　　A final advertising medium is direct mail, which uses mailings to consumers to communicatea client's message Direct mail includes newsletters. postcards and special promotions. Directmail is an effective way to build relationships with consumers. For many businesses direct mailis the most effective from of advertising.

　　注意:此部分试题请在答题卡2上作答。

　　46. Television is an attractive advertising medium in that it has large audiences.

　　47. Internet advertisers will have to adjust their methods to reach audiences that tend to bequite homogeneous, but small.

　　48. Direct mail is an effective form of advertising for businesses to develop relationship withconsumers.

　　49. This passage discusses how advertisers select the appropriate for advertisements.

　　50. With the increase in the number of TV channels the number of TV viewers has increased.

　　51. Compared with television, newspapers as an advertising medium convey more detailedmessages.

　　52. Advertising on radio continues to grow because it provides easy access to consumers.

　　53. Magazines are seen by advertisers as an efficient way to reach target audiences.

　　54. Out-of-home advertising has become more effective because consumers travel more nowthan ever before.

　　55. The challenge to Internet advertisers is to create ads that are easy to remember.