Tutorial 1

Class discussion: Mass Media writing

Identify one product:

Canon

“Delighting You Always”

Write a short treatment to advertise the product

Television	- 30 second commercial/tie-in with prime time shows - product demonstration by an Ambassador/spokesperson
Radio	- 30 second infomercial on product - highlighting more on the features of the product
Newspaper	- one page ad (colour/black and white) - simple; features the product only with minimal body copy, tasteful tagline and company logo
Pamphlet	- advocates to giving an overview of the product – features, functions, design, etc - selective distribution of pamphlets, e.g: stores, exhibitions
Billboard	- simple; features the product only with minimal body copy, tasteful tagline and company logo
O.O.H	- ads on transit systems - series ads – minimal body copy
Cinemas	- Opening credits – 90 second commercial with product Ambassador/spokesperson
Internet	- Internet ads cost the least - Pop up ads/Banner Ads for relevant websites

Rank each medium

Most Desirable Distribution Mode

Least Desirable Distribution Mode

Television: Ads once daily during prime time – just before the show – television ads has the ability to deliver sight and sound for dynamic selling- flexibility to reach both selective and mass market – high audience reach – high cost Newspaper: Daily newspaper publication ensures a large audience reach e.g: The Star – not necessarily costly; b/w colour, ROP ads are cheaper, control no. of ad insertions – pamphlets can be slipped in between the newspaper as well Internet: Cheap and cost-efficient – can be placed in multiple websites – high audience reach

Pamphlet: Pamphlets have a short life span – lowest cost but not one of the most impressionable medium – pamphlets are likely to be tossed into bins within the next few minutes a person receives it Billboard: Expensive – high audience reach assuming it is within a prime area – can be impressionable and have high stopping power – but may not be persuasive enough – more suitable for enhancing brand image and awareness

Communication Advantage		Communication Disadvantage
Television	Television has the ability to deliver sight and sound for dynamic selling and has the flexibility to reach both selective and mass markets and also reaches a large number of audiences.	Television	One of the most expensive mediums of advertising and it can be easily ignored
Radio	Radio reaches special kinds of target audiences and has the ability for local coverage. It has the ability to reach a high frequency where at lower cost we can have high repetition and radio acts as a supporting medium for print ads (newspapers and magazines ads). Since radio listeners are mainly drivers and passengers, it is a good medium to target mobile populations	Radio	Main listeners are drivers hence it does not demand much attention and ads on radios are often forgettable. Some may even consider radio ads shallow and annoying
Newspaper	Newspapers provides a sense of immediacy and reaches audiences fast enough as it is produce daily (for most newspapers)	Newspaper	Expensive and ads on newspaper can be very cluttered and confused with another ad from another company. The ads on daily newspaper may have been repeated too often that it no longer appeals to the readers or demands any attention from them
Pamphlet	Cheap and it can be distributed almost anywhere and in any form	Pamphlet	Short life-span as most people would rather throw the pamphlet away. There is a huge number that would not even accept pamphlets being handed to them
Billboard	Helps with the company’s image and it is often placed in locations that has a large crowd. Helps to grab attention of passer-bys	Billboard	Expensive and may often be ignored as it can be seen and not known. In other words, people can be staring at the billboard but not register or even think of what the ad is about. People turn away from ads that have been placed on a billboard for too long a period
O.O.H	Transit ads helps to secure the ability of a brand to surround the consumer and it serves to remind the consumers of the brand and the product	O.O.H	Similar to the disadvantages of billboard ads
Cinemas	Cinema ads are the most invasive in the sense that it not only demands attention but forces consumers to look at it before they watch the movie.	Cinemas	Some consumers hate being exposed to too much ads as it becomes annoying. There is also a possibility that the ads can be easily forgotten or confused with another ad as the audience is being shown at least 10 other commercials within that same 10 to 15 minutes.
Internet	Internet enables us to get through to younger generations and gives a sense of immediacy since internet usage happens to be a global phenomenon. Internet reaches large sum of audiences from different levels of ages and races and give large exposure to reach audiences from different parts of the country. The most important element is that Internet enables a two way communication between consumers and the company	Internet	Most internet ads like pop-ups and banner ads are closed without the consumers doing a double take.