Advertising Medias SEM

What is it for? What do you notice in the ad?

Objectives Identify the four major advertising medias Explain the benefits and drawbacks of each media Identify what makes an ad successful Recognize the five different parts of a print ad Explain what each part of a print ad does

Four Major Mediums Print Broadcast Online Specialty

Print Media: Newspapers In 2004, there were 1,586 daily newspapers in the U.S. In 2011, there were 1,331. Estimated that 55% of adults in the U.S. read a newspaper every day (2010) Offer different sizes, locations and frequency There is a large readership

Print Media: Magazines Consumer or Business-to-Business Are usually kept longer Offer a variety of layouts Full page Two page spreads Gatefolds Return Cards Inserts There are local, regional and national magazines

Print Media (Positives + Negatives) Newspapers Large readership Cost is relatively low Ads lose appeal in black and white Limited shelf life (thrown away) Magazines Better color and print quality Can target audiences easier More expensive to print Less timely because of deadlines

Other Print Examples Give an example of one you’ve seen for transit or billboard….where were you?

Broadcast Media: Radio More than 10,000 AM and FM radio stations Can reach 96% of all people age 12 and over in a given week Can be updated daily, even hourly Can be 10-, 20-, 30- or 60-seconds long Announcers/actors can add excitement, drama or humor Contain background music, jingles, slogans and sound effects

Broadcast Media (Positives + Negatives) Radio Can advertise on stations that target market listens to Mobile medium – anywhere, anytime Short life span Lack of visual involvement Television Sound, Action, Color Can demonstrate benefits/features Highest production costs People use commercial time for other things When do you think tv ads are the most expensive? - 7pm to 10pm Why???

Broadcast Media: TV Ultimate advertising media! Generally 30- or 60-second spots High dollar cost for TV time EX: 30-sec Super Bowl XLI ad cost $2.5 million

Online Advertising Form of advertising that uses either e-mail or the World Wide Web Online advertising sales totaled $9.7 billion in 2006 Most online ads appear as banners and pop-ups Add images

Online Advertising (Positives + Negatives) Can be viewed anytime, anywhere Wide spread of recognition Only 1 in 100 are clicked! Difficult to measure success Clutter Add images

Specialty Advertisements Giveaways or advertising specialties Useful items featuring an advertiser’s name and logo Items are practical, used frequently and placed in locations with high visibility Examples: hats, calendars, pens, etc. What are some other examples of things you would get for free? Find SWAG video from the office??? What have you gotten for free? Where was it from? Why did they give it out?

SWAG!

Specialty Advertisements (Positives + Negatives) Low costs Can create instant awareness Flexible use Hard to reach target market Wrong item or poor quality Longer lead time in developing message What are some other examples of things you would get for free? Find SWAG video from the office??? What have you gotten for free? Where was it from? Why did they give it out?

Specialty Advertisements What do you guys notice up here?