Medios y soportes publicitarios - Tema 4. Medios y soportes publicitarios - Josep Martínez Polo

Summary

This video explores the landscape of advertising media, distinguishing between conventional and non-conventional channels. It highlights traditional media such as radio, television, print, and cinema, alongside emerging digital platforms. The discussion delves into various advertising formats, including print ads, radio spots, and product placements in films and outdoor media. It also emphasizes the significance of direct marketing techniques and point-of-sale strategies that engage consumers effectively. Overall, the content serves as a comprehensive guide to understanding how different media and advertising techniques can be utilized to reach target audiences.

Takeaways

• 📢 Advertising media are channels used to communicate messages to the audience, classified into conventional and unconventional types.
• 📺 Conventional media include radio, television, print (newspapers and magazines), cinema, outdoor advertising, and the internet.
• 📦 Unconventional media, often referred to as 'below the line' advertising, encompasses direct marketing, personalized mailing, flyers, and promotional gifts.
• 🗂️ It's important to distinguish between media (the channels) and supports (specific vehicles within those channels).
• 📰 Various forms of advertising exist across media, such as full-page ads, classified ads in print, and short ads or sponsored segments in radio.
• 🎬 In television, advertisements can take the form of commercial spots, telepromotions, and product placements.
• 🚏 Outdoor advertising features diverse formats including billboards, bus shelters, and mobile ads on public transport.
• 💻 Digital advertising primarily involves banners and pop-up ads, which are widely used across the internet.
• 📞 Direct marketing techniques facilitate immediate contact with potential buyers, including telemarketing and targeted direct mail.
• 🛒 Point of sale advertising involves promoting products in retail environments through displays, posters, vending machines, and in-store audio announcements.

Q & A

What are advertising media?

Advertising media refers to the various channels through which advertising messages are communicated to the public.

How are advertising media traditionally classified?

Advertising media are traditionally classified into conventional and non-conventional media.

What examples fall under conventional media?

Conventional media includes radio, television, print media (newspapers, magazines), cinema, outdoor advertising, and the internet.

What constitutes non-conventional media?

Non-conventional media includes methods like direct marketing, personalized mailings, leafleting, point-of-sale advertising, and trade shows.

What is the difference between media and supports in advertising?

Media are the channels for disseminating commercial messages, while supports are the specific vehicles offered by each medium for advertising.

What are some common advertising forms in print media?

Common advertising forms in print media include full-page ads, half-page ads, classified ads, and inserts.

What are spots and sponsored segments in radio advertising?

Spots are short audio messages that play during advertising slots, while sponsored segments are messages that appear at the beginning or end of a program, indicating brand sponsorship.

How do advertising formats differ between television and cinema?

While both use spots, television spots are usually 20-25 seconds long, whereas cinema spots tend to be longer, typically 30-40 seconds.

What are some key methods of direct marketing?

Key methods of direct marketing include telemarketing, buzoneo (mass distribution), and targeted mailing via traditional or electronic mail.

What does point-of-sale advertising encompass?

Point-of-sale advertising includes various methods and materials used to promote products in retail environments, such as displays, posters, auditory announcements, and video projections.