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8/4/2019 Advt Media
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Seminar on advertisementSeminar on advertisement
ByBy
Preethi.vPreethi.vPrincy.sPrincy.s
Karthika.mKarthika.m
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How Many Ads to You See EachHow Many Ads to You See Each
Week?Week?
a The average person isThe average person is
exposed toexposed to
approximately 2000approximately 2000ads each week. Doads each week. Do
you see that many oryou see that many or
more?more?
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What is advertising?What is advertising?
a Advertising is any paid form of non-personalAdvertising is any paid form of non-personal
presentation and promotion of ideas, goodspresentation and promotion of ideas, goods
or services by an identified sponsor.or services by an identified sponsor. The time or space devoted to it is paid forThe time or space devoted to it is paid for
It uses a set format to carry the messageIt uses a set format to carry the message
rather than personal, one-on-one sellingrather than personal, one-on-one selling It identifies the sponsor of the messageIt identifies the sponsor of the message
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How does advertising use a setHow does advertising use a set
format?format?
a Advertisements are measured by time orAdvertisements are measured by time or
spacespace
A radio spot is usually 30 seconds long (time)A radio spot is usually 30 seconds long (time)
A newspaper ad can be 1/4 page (space)A newspaper ad can be 1/4 page (space)
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The Main Purpose of AdvertisingThe Main Purpose of Advertising
a To sell products or ideas by presenting itsTo sell products or ideas by presenting its
message so well that the customer will buymessage so well that the customer will buy
the product or accept the idea presented.the product or accept the idea presented.
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Promotional AdvertisingPromotional Advertising
a Promotional advertising is advertising thatPromotional advertising is advertising that
is designed to increase sales byis designed to increase sales by
creating an interest in productscreating an interest in products
introducing new products and businessesintroducing new products and businesses
explaining a productexplaining a product
supporting personal selling effortssupporting personal selling efforts
creating new marketscreating new markets
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Institutional AdvertisingInstitutional Advertising
a Institutional advertising attempts to createInstitutional advertising attempts to create
a favorable impression (image) anda favorable impression (image) and
goodwill for a business or an organizationgoodwill for a business or an organization Purpose is to develop a positive image byPurpose is to develop a positive image by
presenting information about a companys rolepresenting information about a companys role
in the community, important public issues andin the community, important public issues andtopics of general interest.topics of general interest.
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MediaMedia
a Media are the agencies, means orMedia are the agencies, means or
instruments used to convey messagesinstruments used to convey messages
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Three Categories of AdvertisingThree Categories of Advertising
MediaMedia
a Print mediaPrint media
a Broadcast mediaBroadcast media
a Specialty mediaSpecialty media
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Print MediaPrint Media
a Print media can include any of the following:Print media can include any of the following:
NewspapersNewspapers
Direct MailDirect Mail
MagazineMagazine
Outdoor AdvertisingOutdoor Advertising
Directory AdvertisingDirectory Advertising
Transit AdvertisingTransit Advertising
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Advantages & Disadvantages ofAdvantages & Disadvantages of
Newspaper AdvertisingNewspaper Advertising
a Large readershipLarge readership
a Known circulation (easy to target)Known circulation (easy to target)
a Low costLow cost
a Timely and flexibleTimely and flexible
Wasted circulationWasted circulation
Disposable (short lifespan)Disposable (short lifespan)
Poor quality advertisingPoor quality advertising
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Magazine ClassificationsMagazine Classifications
a LocalLocal
a RegionalRegional
a National weekliesNational weeklies
a MonthliesMonthlies
a
QuarterliesQuarterlies
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Advantages & Disadvantages ofAdvantages & Disadvantages of
Magazine AdvertisingMagazine Advertising
a Easy to target your marketEasy to target your marketa Read slowly and thoroughlyRead slowly and thoroughlya Good print qualityGood print qualitya Longer life span because they are kept of anLonger life span because they are kept of an
extended period of timeextended period of time
Less mass appeal within a geographic areaLess mass appeal within a geographic area More expensive than newspapersMore expensive than newspapers
Not timely or flexible (long lead times)Not timely or flexible (long lead times)
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Direct Mail AdvertisingDirect Mail Advertising
(Junk Mail)(Junk Mail)
a Advertising that is sent directly toAdvertising that is sent directly to
prospective customers through the mailprospective customers through the mail
a (More than $80 billion in goods and services(More than $80 billion in goods and services
sold annually through direct mail)sold annually through direct mail)
a Have you ever bought anything throughHave you ever bought anything through
direct mail advertising?direct mail advertising?a What do you do with it when you get it?What do you do with it when you get it?
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Advantages & Disadvantages ofAdvantages & Disadvantages of
Direct Mail AdvertisingDirect Mail Advertising
a Advertiser can be highly selectiveAdvertiser can be highly selectivea Flexible and secretiveFlexible and secretivea Wide choice of formatsWide choice of formatsa Can use coupons or other incentivesCan use coupons or other incentivesa Can directly make the saleCan directly make the sale
Low level of response (-1%)Low level of response (-1%) High costsHigh costs
Poor image (junk mail) often not readPoor image (junk mail) often not read
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Outdoor AdvertisingOutdoor Advertising
a Non-standardized outdoor signs are used byNon-standardized outdoor signs are used by
local firms at their place of business or inlocal firms at their place of business or in
other locations throughout the community.other locations throughout the community.a Standardized outdoor signs are available toStandardized outdoor signs are available to
local, regional or national advertisers.local, regional or national advertisers.
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Three types of standardizedThree types of standardized
outdoor signsoutdoor signs
a Posters - Preprinted sheets put up likePosters - Preprinted sheets put up like
wallpaper on outdoor billboardswallpaper on outdoor billboards
(McDonalds)(McDonalds)a Painted bulletins - Painted billboards thatPainted bulletins - Painted billboards that
are changed every 6 months to a yearare changed every 6 months to a year
a Spectaculars - outdoor signs using lights,Spectaculars - outdoor signs using lights,moving parts and are situated in high trafficmoving parts and are situated in high traffic
areas or cities (Chick-Fil-A)areas or cities (Chick-Fil-A)
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Advantages and Disadvantages ofAdvantages and Disadvantages of
Outdoor AdvertisingOutdoor Advertising
a Highly visibleHighly visiblea Relatively inexpensiveRelatively inexpensivea Permits easy repetition of messagePermits easy repetition of messagea Can be geographically tailored for targetCan be geographically tailored for target
marketmarket
Short message due to limited viewing timeShort message due to limited viewing time Unknown audienceUnknown audience
Government regulationsGovernment regulations
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Directory AdvertisingDirectory Advertising
a Alphabetical listing of businessesAlphabetical listing of businesses
Relatively inexpensiveRelatively inexpensive
Found in 98% of households - all demographicsFound in 98% of households - all demographics
Kept for at least a year - not thrown awayKept for at least a year - not thrown away
Very inflexible due to being printed yearlyVery inflexible due to being printed yearly
Wasted advertising (to non-target market)Wasted advertising (to non-target market)
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Transit AdvertisingTransit Advertising
a Using public facilities to advertise - such asUsing public facilities to advertise - such as
subways, on buses and taxis, in stationssubways, on buses and taxis, in stations
a Reaches a wide and captive audienceReaches a wide and captive audience
a EconomicalEconomical
a Defined market (usually urban)Defined market (usually urban)
Unavailable in smaller townsUnavailable in smaller towns
Subject to defacementSubject to defacement
Restricted to certain travel destinationsRestricted to certain travel destinations
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Broadcast MediaBroadcast Media
a Radio - 6+ years listening to the radioRadio - 6+ years listening to the radio
a Television - 10+ years watching television inTelevision - 10+ years watching television in
70 years70 years
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Radio AdvertisingRadio Advertising
a 96% of people over 12 are reached by radio96% of people over 12 are reached by radio
a Prime time is morning and afternoon drivePrime time is morning and afternoon drive
times - advertisers guaranteedtimes - advertisers guaranteedconcentrated audienceconcentrated audience
a Ads are available in 15, 30 or 60 second timeAds are available in 15, 30 or 60 second time
slotsslots
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Advantages and Disadvantages ofAdvantages and Disadvantages of
Radio AdvertisingRadio Advertising
a Select and audience -Select and audience -
target their markettarget their market
a Flexible - can changeFlexible - can changequickly and easilyquickly and easily
a Mobile (can be takenMobile (can be taken
anywhere - shopping,anywhere - shopping,
jogging, hiking orjogging, hiking or
drivingdriving
a Short life spanShort life span
a Sometimes manySometimes many
stations - have tostations - have todecide which to use ordecide which to use or
use them all (moreuse them all (more
expensive)expensive)
a Distractions - noDistractions - no
visual involvementvisual involvement
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Television AdvertisingTelevision Advertising
a TheThe ultimateultimateadvertising medium because itadvertising medium because it
can communicate with sound, action andcan communicate with sound, action and
colorcolora Prime time is 7 p.m. - 11 p.m.Prime time is 7 p.m. - 11 p.m.
a Infomercials - 30 minute commercials (TheInfomercials - 30 minute commercials (The
George Foreman Grill)George Foreman Grill)
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Advantages & Disadvantages ofAdvantages & Disadvantages of
Television AdvertisingTelevision Advertising
a All elements forAll elements for
creative messagecreative message
a BelievabilityBelievabilitya More personal &More personal &
effectiveeffective
a
Can reach the massesCan reach the massesor target specificor target specific
interestsinterests
a Adaptable to specialAdaptable to special
needsneeds
a Expensive - theExpensive - the
highest productionhighest production
costs - too high forcosts - too high forsmall businessessmall businesses
a Audience size is notAudience size is not
assuredassured
a Nuisance - channelNuisance - channel
surfing - leave duringsurfing - leave during
commercialscommercials
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Specialty MediaSpecialty Media
a Inexpensive, usefulInexpensive, useful
items with anitems with an
advertisers nameadvertisers nameprinted on them -printed on them -
usually given awayusually given away
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Other Types of Advertising MediaOther Types of Advertising Media
a Sports Arena BillboardsSports Arena Billboards
a Movie theater commercialsMovie theater commercials
a Hot air balloons, blimps, skywriting, bannersHot air balloons, blimps, skywriting, banners
a shelf ads, shopping cart ads, couponshelf ads, shopping cart ads, coupon
machines, receipt adsmachines, receipt ads
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Newspaper RatesNewspaper Rates
a Column Inch Rates - number of columns byColumn Inch Rates - number of columns by
number of inches deep multiply by the ratenumber of inches deep multiply by the rate
a Run of Paper rate - The newspaper choosesRun of Paper rate - The newspaper chooseswhere to run the ad - you dont choose thewhere to run the ad - you dont choose the
locationlocation
a Open Rate - Basic charge for a minimum amountOpen Rate - Basic charge for a minimum amount
of space (non-contract rate)of space (non-contract rate)
a Contract Rate - Discounted rates for guaranteedContract Rate - Discounted rates for guaranteed
amount of advertising in a time periodamount of advertising in a time period
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CPMCPM
a CPM is the cost per thousand rate - the costCPM is the cost per thousand rate - the cost
of exposing 1000 readers to an adof exposing 1000 readers to an ada Cost of the ad X1000Cost of the ad X1000 = cost per thousand (cpm)= cost per thousand (cpm)
CirculationCirculation
a Used to compare the rates for different papersUsed to compare the rates for different papers
with different circulationswith different circulations
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Magazine RatesMagazine Rates
a Bleed - 1/2 or full pageBleed - 1/2 or full page
ads are printed to theads are printed to the
very edge (no whitevery edge (no whiteborder) +15-20%border) +15-20%
a Black & White - LowestBlack & White - Lowest
rates - black & whiterates - black & white
adsadsa Color - Each colorColor - Each color
adds more costadds more cost
a Full color - 4 colorFull color - 4 color
a Premium position - adPremium position - ad
placement in mag.placement in mag.a Discounts - frequency,Discounts - frequency,
commission, cashcommission, cash
a
CPM - Cost perCPM - Cost perthousand inthousand in
circulationcirculation