November 12, 2014

 Encompasses both television and radio  By the age of 66, the average person spends nearly 10 years watching two million television commercials and six years listening to the radio

 Most television ads are 30 or 60 second spots  An exception is the infomercial  Cable television allows advertisers a greater ability to target their audience  Smart technology allows viewers to push a button during a commercial to request more information AdvantagesDisadvantages Wide reaching Able to target the audience Visual involvement can engage the viewer Music, jingles, slogans and sound effects can add excitement, drama or humor High cost Time limits message Need for repetition Viewers change the station or leave the room during commercials Viewers can use devices that offer commercial free viewing

 Presented in 10, 20, 30, or 60 second time periods AdvantagesDisadvantages Can be heard anywhere Able to reach a wide audience Cost effective Able to target the audience Music, jingles, slogans and sound effects can add excitement, drama or humor Time limits and need for repetition Goods and services can only be heard and not seen Can’t rely on visual involvement to hold the viewer’s attention

 Growing rapidly  Includes opt-in -ads, banner ads, pop-up ads, search engine ads, and social media AdvantagesDisadvantages Relatively inexpensive Available 24/7 Reaches younger audience No limits on message length Timely message and short deadlines Must be maintained Most effective when used with other forms of media

Media planning is the process of selecting the appropriate advertising media and deciding on the time or space in which the ads should appear to accomplish a marketing objective. Ask these basic questions: 1.Can the medium present the product and the appropriate business image? 2.Can the desired customers be targeted with the medium? 3.Will the medium get the desired response rate?

 An advertising campaign is a group of advertisements and related promotional materials and activities that are designed as part of a coordinated plan to meet the specific goals of a company

 Planning an integrated advertising campaign involves: 1.Identifying the target audience – Who should receive the message? 2.Determining the objectives – Are you increasing brand awareness or sales, changing customer attitudes, or increasing knowledge about the product? 3.Establishing the budget – Are you spending your advertising dollars effectively?

4.Developing the message – Do your overall themes and messages communicate the features/benefits/uses of a particular product or service? 5.Selecting the media – Will the selected media reach the target audience 6.Evaluating the campaign – Does the market research show whether the campaign has met its objectives? Use metrics such as increased sales and response rates.

November 12, 2014

What is it? Creating a favorable image for a company, its products, or its policies How is it different than other forms of promotion? Free publicity through press exposure No control over how or if the press uses your information Limited shelf life since you are usually limited to one exposure although may be unlimited shelf life due to the internet Viewed with greater credibility Requires the ability to generate a buzz through the news