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Presentation transcript:

Advertising

Types Promotional Increase Sales Institutional Favorable Image

Media Agencies, means, or instruments used to send an advertising message Various Types

Print Examples Advantages/Disadvantages

Broadcast Examples Advantages/Disadvantages

Online Examples Advantages/Disadvantages

Specialty/Other Examples Advantages/Disadvantages

Planning and Selection Can it represent the product or business image appropriately? Can it reach the desired target market? Will it get the desired response rate?

Other Pieces Cost Planning Ability to produce Message

Measuring Effectiveness Audience=number of people exposed to ad Impression=single exposure Frequency=number of times seen or heard CPM=Cost per 1,000 (Magazines and Nielsen)

Rates Vary by type Vary by size

Budgeting % of Sales All you can afford Competition matching Objective and task

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