Chapter 19 Advertising UNIT 6.1 Advertising Media Marketing Essentials Advertising

Chapter 19 Advertising

UNIT 6.1 Advertising Media

Marketing EssentialsMarketing Essentials

Advertising

Chapter 19 Advertising 2

UNIT 6.1UNIT 6.1 Advertising MediaAdvertising Media

The concept & purpose of advertising

Types of advertising media

What you’ll learnWhat you’ll learn

Why it’s Important

Since advertising is an important element of promotion, you will need to know about the different ways a business can use advertising media to promote its image and products.



Advertising: any paid form of non-personal promotion of products (goods, services or ideas) by an identified sponsor. Advertising is either promotional or institutional.

•Promotional advertising – designed to increase sales. It introduces new products & businesses & encourages an interest in GSI

•Institutional advertising – attempts to create a favorable impression & goodwill for a business or organization

Advertising & its Purpose



Advertising Drawbacks

While there are advantages to advertising, it does have its drawbacks. Advertising can:

Fail to focus on individual needs. Be expensive Be wasteful when it is seen by people who

are not are not potential customers Lack depth

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Chapter 19 Advertising5

UNIT 6.1UNIT 6.1 Advertising MediaAdvertising MediaTypes of Media

Media are the agencies, means, or instruments used to convey advertising messages to the public. The FOUR general categories of advertising media are:

•Print

•Broadcast

•Specialty

•Internet

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Advertising is a Multi-Billion dollar business. There are several advertising media options

for organizations to spend their $$$$$$

Print Media is written advertising. This includes everything from newspapers & magazines to direct mail, directory, transit signs and billboards. These are among the oldest & most effective forms of advertising.

Media Advertising Expenditures

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• Newspaper Advertising

• Daily or weekly / local, regional or national – newspaper ads are the main form of print media for many businesses

• Advantages – newspapers have large readership & high level of reader involvement

• Disadvantages – circulation can be wasted, advertising life is short, and ads are less appealing in black & white

• Magazine Advertising• Both consumer & trade

magazines generate a high level of reader involvement. Magazines can target specific regional areas or interest groups

• Advantages – targeted audience, longer life span, more likely to be remembered, better print quality, variety of formats.

• Disadvantages – less mass appeal within a geographical area, more expensive, not as timely


UNIT 6.1UNIT 6.1 Advertising MediaAdvertising Media• Direct Mail

Advertising• DM advertising is sent by

businesses directly to potential customers via the mail. Examples of DM are catalogs, coupons, samplers, price lists, & others.

• Advantages – highly selective distribution, variety of sizes & formats, catalogs & coupons can actually make a sale

• Disadvantages – low response rate & high costs

• Directory Advertising• Telephone directories are the best

known. Split into White Pages (free alpha listings) and Yellow Pages ( paid listings by category for businesses).

• Advantages – inexpensive, used by all demographic groups, long life span

• Disadvantages – not timely



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• Outdoor Advertising• Better known as billboards

• Advantages – Broad exposure, highly visible, some can be changed quickly

• Disadvantages – use is restricted in some areas, limited viewing time, unknown audience

• Transit Advertising• Printed posters inside commuter

trains, exterior posters on taxis & buses, station posters @ train & bus stations, subways, and airports

• Advantages – reaches wide & captive audience, relatively economical

• Disadvantages – unavailable in some areas, restricted to transit routes



Broadcast Media

Radio & Television:

The average person will spend nearly 10 YEARS watching TV & 6 YEARS listening to the radio in a lifetime

People are more likely to believe info from TV than print ads

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TV is the ultimate advertising medium. It communicates the message in sound, action & color

Advantages - can be directed @ a specific audience, is timely, takes advantage of holidays & special events

Disadvantages - highest production costs, high cost for time, audience is not assured

Television Advertising

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It’s estimated that radio reaches 96% of all people age 12 & over in a given week

Advantages – “Drive times” can provide concentrated audience, specific audiences can be targeted, is flexible & mobile

Disadvantages – short life span, stations often must compete for audience, listeners can easily be distracted

Radio Advertising



Changing daily – hyperlinks, banner ads, pop-ups, search engine results pages, social network advertising, email marketing, online classified advertising

Advantages - ability to incorporate animation, sound, pics & video; can be interactive; effectiveness easily measured; immediate publishing of information; content NOT limited by geography or time

Disadvantages: Low response rates

SEARCH ENGINE MARKETING!!!!!

Online / Internet Advertising



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• Specialty Advertising• Specialty media are relatively

inexpensive, useful items with an advertiser’s name printed on them.

• Examples – pens, calendars, magnets, memo pads, key chains, bottle openers, etc…

• Other Advertising Media• Businesses are constantly creating

innovative means of transmitting their messages to potential customers.

• Examples – sports arena billboards, ads in movie theaters; ads on blimps and hot air balloons; skywriting; etc…



To determine the type of promotional media to use, advertisers need to answer 3 questions

1.Does the medium have the ability to present the product & the appropriate business image?

2.Does the medium have the ability to target the desired customers?

3.Does the medium have the ability to obtain the desired response rate?

Selection of Promotional Media

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Documents

Chapter 19 Advertising UNIT 6.1 Advertising Media Marketing Essentials Advertising