3.02 Advertising: a paid form of communication delivered by a product maker to consumers

Types of ADVERTISING MEDIA 1.Publications 2.Broadcast 3.Direct-Mail 4.Online 5.Out-of-Home 6.Specialty

PUBLICATIONS 1. PUBLICATIONS: Materials that are printed on a regular basis – Newspaper (local and national) Coupon Ad Sale Ad Informational Ad – Types of Magazines: (Consumer or Business to Business) Trade Sports Special Interest Entertainment

ADVANTAGESLIMITATIONS Loyal readership Can target a particular market segment Can choose the size of the advertisement space Always in the public eye Cost can sometimes be expensive “Shelf life” is short Must plan months in advance Ads may not be noticeable with all other print PUBLICATIONS

BROADCAST: Radio, TV AND Cable ADVANTAGESDISADVANTAGES Reach a larger audience Demonstrates credibility Gets attention faster than print media Demonstrates personality EXPENSIVE! Needs to grab attention right away or will loose audience (Change the channel) Short time frame (30-45 seconds) BROADCASTING SPORTING EVENTS/GAMES Sports Team earns revenue by selling broadcasting rights Blackout Options: Broadcast of games instead of regular programming Additional Broadcast Rights: Coach and Player interviews

“ASSIGNMENT” 1.Create a list of print and broadcast media available in Statesville Name the Radio, Newspaper and Local Magazines Who is the person to contact for placing an ad? 2.Identify the following How often are they published/broadcasted? Who is the target audience? 3.List 3 sport teams or events that could benefit from advertising on each of the examples you generated from #1

Direct Mail Marketing Direct Mail – Best method to target specific groups of customers, focus promotional efforts and gain the best results Collateral Pieces – Letters – Postcards – Catalogs – Self-Mailer – Brochures - Business cards Technology in direct mail – Miniature samples - Sound - Interactive use of on- line communication – QR codes

DIRECT MAIL Advertising distributed directly to the potential consumer through the mail ADVANTAGESDISADVANTAGES Targeted to very specific audiences Physical reminder Can address the customer specifically Use a font that looks like handwriting** Cost: Postage and printing Time to create and maintain databases Junk Mail throw away EFFECTIVE DIRECT-MAIL MARKETING CAMPAIGNS INCLUDE A CALL TO ACTION ENCOURAGING CUSTOMERS TO RESPOND

OUT-OF-HOME MEDIA Reaches the customer away from home (Billboards, Airplane banners, Stadium Signage, Bus Ads) ADVANTAGESDISADVANTAGES Repeated Exposure 24/7 Most diverse population Target specific geographic area Builds positive associations** Relatively Inexpensive Low exposure time (Blink of an eye) Mass Marketing – no target marketing

SPECIALTY ADVERTISING Useful Items featuring an advertiser name or logo – Pens/Pencils – Coffee Mugs – Key Chains – Most Awkward Specialty Advertisements Most Awkward Specialty Advertisements

Specialty Advertising Advantages Relatively inexpensive (pencils, hats, plastic cups) Limitations Distribution is limited Some people get them who would never buy from them

TRENDS IN ADVERTISING MEDIA Social Media – Twitter and Facebook advertising Advertising on sports uniforms – NBA just approved for season Adapt promotional messages for International Markets – Need to know different cultures so not to offend Example: Concert performers