TRACE NORTH AMERICA CASE
Multicultural Advertising Media
Read the TRACEcase in the Appendix before coming to class.
12-19.In what ways do traditional advertising media contribute to the “Hard to Explain,
Easy to Experience” campaign? Why?
12-20.How can online advertising be used in support of this campaign?
ADDITIONAL MATERIAL
WEB REVIEW QUESTIONS
1. What are the traditional paid media of advertising?What are some of its
characteristics?
Traditional advertising media includes print, broadcast, out-of-home, and online
media as well as other nontraditional or alternative forms. Those are the major groups
Paid media are used primarily in advertising. Advertisers pay a fee to media in order
to present brand messages in their various vehicles, usually space and time in print,
broadcast, out of home, or online. Paid media can provide wide reach, as in television
audiences, or they can be tightly targeted, as in outdoor boards or magazines directed
2. What are the various types of magazines? What contributes to the continued
success of the magazine industry?
The focus of the audience interest is the number one factor in classifying
Consumer magazines are directed at consumers who buy products for personal
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Business magazines target business readers. They include the following types of
publications: trade papers aimed at retailers, wholesalers, and other distributors,
Business magazines are also classified as vertical or horizontal publications.
Vertical publications present stories and information about an entire industry.
3. What is directory advertising and what are its benefits?
Directories are books like the Yellow Pages that list the names of people or companies,
their phone numbers, and their addresses. In addition to this information, many
directories publish advertising from marketers who want to reach the people who use the
Directory advertising is designed to get attention, communicate key information
about the organization, reinforce the company’s brand image and position, and drive
behavior, the hardest of all facets of advertising effects to achieve.One of the biggest
advantages of advertising in directories is that if people have taken the initiative to
4. What are the three different ways in which radio can be purchased? How do
they differ?
There are three types of radio buys: network, spot, and syndicated.
Network Radio Advertisingcan be bought from national networks that distribute
programming and advertising to their affiliates. A radio network is a group of local
affiliates connected to one or more national networks through telephone wires and
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Both local and national spot advertising lets an advertiser place an advertisement with
an individual station rather than through a network. Spot radio advertising makes up
Syndicated radio advertising is the original type of radio programming that plays on a
large number of affiliated stations, such as the Paul Harvey show, which is broadcast
5. In addition to broadcast network television and its local affiliates, what are some
other forms of television service?
Other forms of television service include the following:
Subscription television is a delivery system that carries the television signal to
Cable television is a form of subscription TV. It has grown into a national
network of channels that provide highly targeted special-interest programming
Satellite television is similar to cable in that it’s a competing delivery system.
On-demand programmingis available to subscribers for an additional
Online Video Traditional forms of network television are challenged by their
online counterparts. Netcastingworks for television. The television network or
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Public television is still considered to be commercial free by many, but this is
not the case. The FCC allows the approximately 350 Public Broadcasting
Syndicationprovides an important revenue stream for networks and cable
channels. As in radio programming, television syndication refers to content
6. What are the concerns regarding television ad avoidance?
Avoidance of television advertising is easy to do with your remote control. Time-shifting
using a DVR allows users to record favorite television shows and watch them whenever
they like. The technology makes it possible to record the programming, letting users
Advertisers and television executives are alarmed over the increasing popularity of
time-shifting and zipping and zapping. These practices are forcing advertisers to rethink
the design of their ads, recognizing that they only have a few moments win the attention
7. How is evolving technology impacting television programming option?
New technology is having an impact on programming options, as well as on
High-definition TV (HDTV) is a type of TV standard that delivers movie-quality,
high-resolution images. As stations upgraded their equipment and moved to HDTV
Interactive televisionmeans you’re watching your favorite program and a commercial
comes on for a product that interests you. A button pops up on the screen that you can
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Addressable television uses a type of television that makes it possible for individual
homes to receive targeted and personalized advertising. The ability to address ads to
A number of researchers are testing the feasibility of bringing 3-D television to living
Streaming videois a process by which video programs—television, movies, YouTube
creations, even video games—are sent to computers and other electronic devices,
such as smart phones and tablets. This practice has created a nightmare for television
8. How do the communication benefits of interior transit advertising differ from
those of exterior transit advertising?
Interior transit advertising is seen by people riding inside buses, subway cars, and
taxis. These are primarily posters or car cards, sometimes with coupons or other
Exterior transit advertising is mounted on the side, rear, and top exteriors of these
vehicles so pedestrians and people in nearby cars see it. Even windows can be
covered with see-through silk screen images that carry commercial messages.
ASSIGNMENTS
Individual Assignments
1. Research the development of the TV viewing via the internet such as Netflix and
Hulu. How has it fundamentally changed television programming? What new
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2. Locate and interview a radio station manager. He/she could be in AM, FM, cable,
satellite, or Web radio. Ask about the future of the industry in your market. What are
the anticipated trends? What will be different about the industry one year, five years,
and 10 years from now? What new advertising challenges and opportunities will it
bring? What is the station doing to prepare for changes? Write up your findings in a
brief report.
3. Go online and visit the websites of one consumer magazine and one business
magazine. Analyze the information provided by each site regarding the target market
served. Write a short paper describing the market served by each magazine. For each
magazine, list at least three companies that might advertise in the magazine based on
the identified target market.
Think-Pair-Share
1. Together, record any 60-minute television show of your choice. Then, review the
commercials. List the sponsors and tabulate the commercials in terms of length,
number of airings, and times between commercial breaks. Taken as a whole, what
does this information tell you about clutter, intrusiveness, and irritation in television
advertising? As the consumer, what is your response to these advertisements?
Summarize your findings in a PowerPoint presentation for the class.
2. Pair off with a classmate and select a product or service that you enjoy using. Then,
select two out-of-home advertising vehicles that you might use to promote it.
Consider buses, posters on walls, telephone and shopping kiosks, painted and
wrapped cars and semi-trucks, taxi signs and mobile billboards, transit shelters, and
other options outlined in this chapter. Explain the logic of your advertising vehicle.
Who is its target audience and what are its advantages?
OUTSIDE EXAMPLES
1. Many people think of Nielsen as only the TV ratings company, but Nielsen provides
so much more research data. Go to www.nielsen.com and click on the Solutions tab.
What types of research tools are available to assist planners and buyers in making
strategic media decisions? Does Nielsen provide information that is helpful when
building a multiplatform campaign? As you explore, also consider as the media
landscape continues to change, what other types of information could Nielsen provide
that would be helpful in media planning and buying. Prepare a PowerPoint
presentation to share with the class.
2. Go online and visit the Internet Advertising Competition site at
www.advertisingcompetion.org. Browse the site and review the guidelines for entry.
Then, go the winners section and select three contest winners. Review their entries.
What elements did their campaigns include? Based on the judging criteria, why were
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the campaigns you reviewed “winning” campaigns? Based on your findings write
1,000 word paper on how to create an effective internet campaign.
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