STC 114 Lecture Notes - Lecture 12: Time Shifting, Product Placement, Local Tv Llc
29 Jan 2018
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The advertiser controls the size and timing of the message but has no control over whether readers or viewers will notice the ad. Advertisements in newspapers, magazines, brochures, posters, etc. Print is often used to generate cognitive responses. It is more flexible, less fleeting and more engaging when targeted to special interest audiences. Longer message life; allow readers to pause, re-read. Nespaper"s pri(cid:373)ar(cid:455) fu(cid:374)ctio(cid:374) is (cid:374)e(cid:449)s, (cid:373)aki(cid:374)g it appropriate for ads that a(cid:374)(cid:374)ou(cid:374)ce sales, events, or other promotions. Great for coop advertising between local retailer (e. g. publix) and national brands (e. g. tide) Partial-run editions: purchasing less than the entire circulation of a publication. Rarely reached the majority of a market segment. Product placement, although opposed by the the magazine editors association, will happen. Books that list names, phone numbers, and addresses of people or companies. Tell people where to go to get the product or service they want.
