Introduction to Traditional Media Advertising
Traditional media advertising refers to promotional messages delivered through established, non-digital channels that have been used for decades to reach consumers. Despite the rise of digital marketing, traditional media remains a powerful tool in the marketing mix for many businesses.
Key Definitions:
- Traditional Media: Established communication channels that existed before the internet, including television, radio, newspapers, magazines and billboards.
- Marketing Mix: The set of controllable marketing tools (often called the 4Ps: Product, Price, Place and Promotion) that a company uses to produce the response it wants in the target market.
- Mass Media: Channels of communication that can reach large audiences simultaneously.
★ The Role of Traditional Media in the Marketing Mix
Traditional media primarily relates to the 'Promotion' element of the marketing mix. It helps businesses to:
- Create brand awareness
- Build credibility and trust
- Reach specific demographic groups
- Support other marketing activities
- Influence consumer purchasing decisions
★ Why Traditional Media Still Matters
Even in our digital age, traditional media offers unique benefits:
- Reaches audiences who aren't online regularly
- Creates a sense of legitimacy for brands
- Offers tactile experiences (like holding a magazine)
- Can be more trusted than online sources
- Often has less competition for attention
Types of Traditional Media Platforms
Print Media
Print media includes physical publications that contain written content and images.
♣ Newspapers
Features: Daily or weekly distribution, local or national focus, different sections for news, sports, entertainment, etc.
Advantages: Credibility, geographic targeting, short lead times for ads
♣ Magazines
Features: Specialised content, high-quality images, longer shelf life
Advantages: Targeted readership, better print quality, longer reading time
♣ Brochures & Flyers
Features: Direct distribution, highly customisable design
Advantages: Low cost, localised targeting, tangible marketing material
Broadcast Media
Broadcast media transmits content to a wide audience through audio and visual channels.
♦ Television
Ad Types:
- 30-second commercials
- Sponsorships of programmes
- Product placement within shows
Advantages: Mass reach, combines sight, sound and motion, emotional impact
Disadvantages: High production costs, viewers may skip ads, difficult to target precisely
♦ Radio
Ad Types:
- Spoken advertisements
- Jingles and sponsored segments
- Live presenter endorsements
Advantages: Lower cost than TV, targeted by station format, captive audience (e.g., commuters)
Disadvantages: Audio only, limited attention from listeners, short exposure time
Outdoor and Other Media
These forms of advertising appear in public spaces and other physical locations.
♥ Billboards
Large outdoor displays in high-traffic areas. Can now include digital versions with changing content.
Best for: Simple messages, brand awareness, local businesses
♥ Transport Ads
Advertisements on buses, taxis, trains and at stations or airports.
Best for: Urban audiences, commuters, repeated exposure
♥ Direct Mail
Promotional materials sent directly to consumers' homes or businesses.
Best for: Personalised offers, local targeting, detailed information
Case Study Focus: Cadbury's Gorilla Advertisement
In 2007, Cadbury launched their famous "Gorilla" TV advert featuring a gorilla playing drums to Phil Collins' "In the Air Tonight". The advertisement:
- Had minimal product placement (just the Cadbury logo at the end)
- Created a huge buzz and became a cultural phenomenon
- Increased Cadbury's sales by 9% in the three months after launch
- Demonstrated how traditional TV advertising can create emotional connections
- Later found new life online, showing how traditional and digital media can work together
This case shows that creative, memorable content can make traditional media highly effective, even in the digital age.
Advantages and Disadvantages of Traditional Media
✓ Advantages
- Credibility: Established media channels often carry more trust with consumers
- Tangibility: Physical media creates a sensory experience that digital can't match
- Wide reach: Can access audiences across all demographics, including those less active online
- Local targeting: Local newspapers and radio stations reach specific geographic communities
- Less competition: Fewer ads competing for attention in the same space compared to online
- Longer lifespan: Magazine ads might be seen for months, unlike fleeting online impressions
✗ Disadvantages
- Higher costs: Generally more expensive than digital alternatives
- Limited metrics: Harder to measure exact impact and ROI
- Less targeting: Cannot target as precisely as digital platforms
- Longer lead times: Need to plan further in advance, especially for print
- Passive medium: Lacks interactive elements that engage consumers
- Declining audiences: Some traditional channels are losing viewers/readers
Evaluating Traditional Media Campaigns
When assessing the effectiveness of traditional media advertising, businesses consider several key metrics:
⊕ Reach & Frequency
Reach: The number of people exposed to the advertisement
Frequency: How often they see it
Measured through circulation figures, viewership ratings and audience research
⊕ Response Rates
Direct responses from consumers:
- Phone calls to a special number
- Vouchers redeemed
- Website visits using a specific code
⊕ Sales Impact
Changes in sales during and after the campaign
Often measured by comparing:
- Before vs. after sales
- Year-on-year comparisons
- Test markets vs. control markets
Integrating Traditional Media with Digital Marketing
Modern marketing strategies often combine traditional and digital approaches for maximum impact:
® Cross-Channel Promotion
Effective strategies include:
- QR codes in print ads linking to websites
- Hashtags displayed on TV adverts
- Social media handles on billboards
- TV ads that direct viewers to online content
- Radio mentions of website special offers
® Consistent Messaging
Successful integrated campaigns maintain:
- Consistent visual identity across all media
- Complementary messaging that builds across platforms
- Coordinated timing of traditional and digital elements
- Unified call-to-action across different channels
Case Study: Compare the Market's Meerkats
The UK insurance comparison website Compare the Market created the fictional meerkat character Aleksandr Orlov for their TV advertising campaign in 2009. This campaign demonstrates effective traditional media use by:
- Creating memorable characters that became cultural icons
- Using a consistent theme across TV, print and outdoor advertising
- Extending the campaign with collectible meerkat toys as incentives
- Successfully bridging to digital with social media accounts for the characters
- Maintaining the campaign for over a decade, building strong brand recognition
The result was a 76% increase in website traffic and making Compare the Market one of the UK's most recognised brands.
The Future of Traditional Media Advertising
While digital marketing continues to grow, traditional media is evolving rather than disappearing:
- Targeted traditional media: More precise audience targeting in traditional channels
- Digital integration: Traditional media incorporating digital elements (e.g., digital billboards)
- Quality over quantity: Fewer but higher-quality traditional media placements
- Nostalgia factor: Some brands returning to traditional media to stand out
- Local focus: Traditional media remaining strong for local business advertising
Summary: Key Points to Remember
- Traditional media includes print, broadcast and outdoor advertising formats
- It forms an important part of the 'Promotion' element of the marketing mix
- Each traditional media type has unique strengths and limitations
- Traditional media offers credibility, tangibility and wide reach
- Effective modern marketing often combines traditional and digital approaches
- Measuring traditional media effectiveness requires different metrics than digital
- Traditional media continues to evolve and remains relevant in the marketing mix