Media Communication: Traditional Advertising

Media communication, often referred to as traditional advertising, encompasses four main channels: print, television, radio, and cinema. Their communication approach is direct, extending beyond mere commercials to encompass a broader range of advertising methods.

Media Communication: Part1

Television Television remains the quintessential mass medium, particularly popular among families and the coveted “housewives under 50” demographic during prime time. While somewhat overshadowed by the internet, TV is undergoing a convergence with online platforms, with services diversifying through offerings like set-top boxes. Television programming includes a variety of formats: films, TV series, talk shows, cartoons, documentaries, games, and news.

Various communication possibilities include:

• Television commercials (spots)
• Sponsorship of program segments featuring brand logos or mentions
• Product/service placement within shows (e.g., infomercials, trend programs)
• Contests within shows (e.g., game shows)
• Infomercials: featurettes about a product, company, or service
• Expert appearances on programs

Radio Radio remains a highly listened-to medium, particularly in the morning, attracting the attention of intellectual classes seeking a dynamic alternative to television. Radio encompasses both local/regional and national broadcasts, with a variety of formats including news (e.g., France Inter), cultural (e.g., France Culture), general interest (e.g., RTL), and music-oriented (e.g., NRJ, religious).

Communication possibilities include:

• Radio commercials (spots)
• Contests
• Sponsorship of program segments
• Expert appearances on programs

Print Print media, the oldest of the media family, continues to thrive despite economic challenges, showing signs of growth, especially in magazine publishing. Print media encompasses a diverse range of publications: regional, national, specialized, professional, daily, weekly, monthly, as well as genres like women’s, sports, and business magazines.

Communication possibilities include:

• Print advertisements (full page, half page, double page)
• Articles or interviews
• Sponsored sections featuring brand logos
• Product or service placement within editorial content
• Advertorials
• Contests
• Expert contributions to sections
• Brand presence in catalogs such as La Redoute, Leclerc, Auchan, Carrefour, etc.

Cinema Cinema stands apart as a unique medium, less accessible than others but distinguished by the quality of its content, often considered works of art. Advertising here is more challenging, with various formats including animated films, thrillers, documentaries, and romances.

Communication possibilities include:

• Cinema commercials (spots)
• Product placement: though heavily regulated, it is more feasible in cinema than on television, often featuring logos prominently in scenes not dedicated to advertising
• Brand mentions by actors: implicit references to products
• Film sponsorship: e.g., Coca-Cola’s partnership with the release of Skyfall
• Partnerships with major distributors: e.g., M&M’s with UGC cinemas

The more recognizable the brand, the subtler the advertising can be.

Non-Media Communication: Part 2

Outdoor Advertising Outdoor advertising, while costing around €2500, can have limited impact and requires creativity. Locations include:

• Metro stations, tobacco shops, hair salons, magazine kiosks
• Bus shelters
• Street-side billboards in municipalities
• Shopping malls
• Airports
• Vehicles: cars, trucks, bicycles, featuring audio announcements, banners, or unique decorations
• Store entrances
• Urban furniture: transforming signs or inventing useful ads like IBM’s “People for Smarter Cities” campaign

Events Event-based marketing involves organizing or participating in events to enhance and expand your company’s image. Trade fairs or exhibitions bring together professionals in various sectors, offering opportunities for visibility through:

• Conferences on specific themes
• Speeches
• Symposia
• Contests, games, raffles
• Speed networking sessions
• Other activities like musical performances, product demonstrations, or scientific experiments

Direct Marketing Direct marketing entails reaching potential clients or prospects without intermediaries, delivering clear messages through various channels:

• Word-of-mouth or network marketing
• Flyers, distributed locally to target clientele
• Product promotions through discounts to foster customer loyalty
• Telemarketing, offering quotes or proposals directly to potential customers
• Direct mail advertising, including package inserts or online sales parcel inserts
• Email marketing, cost-effective but beware of spam
• SMS marketing, with higher acceptance rates than emails
• Newsletters, a budget-friendly option to showcase important articles, new product launches, or web applications

Referral Programs Referral programs reward customers for promoting your business to their peers, facilitating word-of-mouth marketing and customer retention. Offers may include:

• Gift-based incentives: offering branded merchandise like caps, keychains, or specialty items
• Service-based rewards: free delivery for additional purchases, for example
• Additional offer incentives: “buy one, get one free” deals or similar promotions
• Access-based incentives, such as exclusive invitations to private sales

Sponsorship Project sponsorship allows a company to associate its brand with an event, providing advertising opportunities before and during the event using the project’s branding.

Structural sponsorship involves associating the brand with a club or organization, such as sponsoring a football team’s jerseys with the company’s name.

Sales Promotion Sales promotion activities occur in-store or in close proximity, directly targeting the product to highlight its features:

• Price promotions
• Trial pricing
• Giveaways
• Coupons
• Rebates
• Special packaging: offering additional product quantity, reusable packaging, or trade-in options
• Sampling or trials
• Satisfaction guarantees
• Product testing or tasting
• Demonstrations
• Cross-product sampling: providing a portion of one product within the packaging of another

Contests and Sweepstakes

• Contests for the first 10, 20, or 100 participants
• Contests emphasizing luck (“try your luck” promotions)
• Lotteries

Public Relations Public relations target less consumers directly but aim to build associative networks, visibility in administrations, and non-profit organizations, emphasizing overall brand image:

• Corporate gifts
• Efficient customer service including advice, helplines, and after-sales service
• Lobbying efforts
• Associations, NGOs, think tanks, incubators, business schools
• Government services like Oséo, Ubifrance, regional chambers of commerce
• Influencers: well-known personalities endorsing products, such as sports figures or musicians

Street Marketing Goodies, promotional items distributed by customers, should be practical and visible: bags, stickers, t-shirts, hats, etc., tailored to your product and budget.

Mobile Advertising: customizable cars or buses, human billboards, flash mobs.

Non-media marketing offers more flexibility and solutions compared to media advertising. If you know of other ways to promote your business outside of traditional media, feel free to share; we’d be happy to add to this list.

Stay tuned for upcoming sections on Internet-based communication strategies.