November 9, 2015

 Advertising is non-personal promotion which promotes ideas, goods, and services using a variety of media.  The average city dweller is exposed to more than 3,000 advertising messages every day!  Purposes of advertising include:  Introduce a new business  Change a company image  Promote a new or existing product  Encourage the use of a service  Encourage B2B transactions

 There are two main types of advertising  promotional advertising – designed to increase sales  institutional advertising – designed to create a favorable image for a company

 Media are all the agencies or instruments used to convey advertising messages to the public  The categories of advertising media we will discuss are: 1.Print 2.Broadcast 3.Digital

 Print media is one of the oldest types of advertising  Includes advertising in  Newspapers  Magazines  Direct mail  Signs  Billboards

 May include daily and weekly newspapers, shoppers and alternative newspapers, national newspapers AdvantagesDisadvantages Can target people living in certain areas or with certain interests Lower cost Flexibility in ad size and cost Short deadlines Limited shelf life because they are read and thrown away Many are only printed in black ink Less visually appealing Readership continues to decline especially among younger consumers

 May be distributed locally, regionally, or nationally  May be published weekly, monthly or quarterly  Many published in online formats AdvantagesDisadvantages Longer life span than newspapers Read more slowly and thoroughly than newspapers Allows for greater creativity Variety of formats including full- page ads, two page spreads, gatefolds, return cards and heavy stock inserts Higher cost than newspapers Deadlines may be weeks or months in advance of publication Limited to text and pictures Limited flexibility in making day to day or weekly adjustments as market conditions change

 Highly focused  Includes both print mail sent to a home or business and electronic mail sent to an account  Many forms such as newsletters, invitations to special events, and letters AdvantagesDisadvantages Enables advertiser to be highly selective about who receives it Flexible timing Wide choice of formats Hidden from competitors Low level of response in relation to the number of items sent (1%-3%) Image problem – considered junk mail Cost can be high

 Ads paid for that are included in publications such as the Yellow Pages  May be print or digital AdvantagesDisadvantages Relatively inexpensive Directories are usually kept for a year Printed version can’t be changed for a year Printed version not widely used Low quality print and text only

 Outdoor signs including signs on the building, in the community, and billboards AdvantagesDisadvantages Highly visible Relatively inexpensive 24/7 message Can be located in a specific geographic area Limited viewing time Increasing governmental regulation Usually restricted to highways and areas zoned for commercial and industrial use

 Advertising seen on public transportation such as buses, trains, taxis, as well as ads on benches, bus stop shelters, kiosks, and newsstands AdvantagesDisadvantages Reaches a wide and sometimes captive audience Low cost Limited in design Vandalism and weather may interfere with the message Rural areas may not have public transportation

 Select one print ad  On paper, answer the following: 1.What is the product or business being advertised? 2.Is the ad promotional or institutional? 3.What is the purpose of the ad (see notes)? 4.Critique the effectiveness of the ad (at least three bullet points)  Keep your response and your ad for next class. You will be labeling the parts of an ad during next class.

1.Describe where you have seen different types of advertisements. 2.View the ads posted in the classroom and select one ad to answer the following questions: a)What makes the ad memorable? Why? b)What is the purpose of advertising? c)Would any of these ads persuade you to purchase the product/service advertised? Why or why not?