Print Media

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Module 3: Creating, Sending, and...
Topic 3: IMC Print, Broadcast, Out-of-Home, and Product Placement Media
The media is a touch point that creates a connection between the brand and the customers and prospects. The media 's role is to deliver brand messages through media exposure. This is very important, as the number of people who see, read, and/or hear the medium affects the sales, profit, and market share of the brand.
Despite the media 's power, it cannot, on its own, ensure that a brand 's message will get through to the target audience. The brand messages must attract and involve its consumers for this to occur. Figure 11-1 on page 344 is a chart that shows that "most brand …show more content…

Television has saturated households throughout Canada and other countries and has become a mainstay in the lives of most people, who may rely on television for news, information, and/or entertainment.
Television has grown faster than any other advertising medium in history. Its penetration and popularity make television the predominant form of mass media.
TV represents the ideal advertising medium. As a way to reach a mass audience, TV has unique creative abilities with its ability to combine visual images, sound, motion, and colour; opportunity to demonstrate the product; potential to use special effects; believability of seeing it happen right before your eyes.
Types of television ads include: * Participation ads * Spot ads * Sponsorship ads * Infomercial ads
Participation ads—Advertiser pays for 15-second, 30-second, or 60-second ads.
Spot ads—These are ads shown between programs. They may be local or "national spot" commercials. When showing commercials on local television stations, advertisers negotiate and purchase time directly from the individual stations.
Sponsorship ads—The advertiser is responsible for the production and content of the program as well as for all the advertising that appears within the program. The sponsor has control and can capitalize on the prestige associated with a show. Examples include the Kraft Masterpiece Theater and Hallmark Hall of Fame programs that appear periodically on major

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