Types of Advertising Mrs. Wilson Ryle High School

Q.O.D What is advertising? Are you effected by advertising in any way? If so, how? If not, why?

Advertising Advertising- PAID message that a business sends to the public ▫Introduce a new product/service ▫Attract regular customers to the store ▫Promote their image

Product Advertising Product Advertising- ▫Gives benefits of a specific product or service ▫May include product info, prices or comparisons to other competitors ▫Gives customer a reason to buy this product “Phillips light bulbs will save you money on your electricity bill.”

What is a brand? Brand-all the qualities of a company or product Includes the name, logo, slogan Includes attitude towards the product Example: Coca-Cola  what do you think about when I say, “Coca-Cola?” Is the brand, “cool?” “rebellious?” classic? Dependable?

Survey In a 2007 survey, 57% of Toyota Prius owners said they bought their Prius because “it makes a statement about me.” They didn’t buy it because of good gas mileage or looked nice? Right price? NO!!! They bought it for what the brand represented.

Brand vs. corporate Brand advertising- advertising that aims to build an image ▫Gives company personality, image Corporate Advertising- advertising for a company

Q.O.D. 2/10/12 Explain what the difference between corporate & brand advertising is. Give an example.

Propaganda Propaganda- form of communication aimed at influencing the attitude of a community toward some cause or position

Types of Advertising 1.Bandwagon- persuading a consumer by telling them that others are doing the same thing

Types of Advertising 2. Testimonial- when a product is sold by using words from famous people or an authority figure Example- An example of testimonial is, “Nine out of ten dentists recommend this type of toothpaste”

Types of Advertising 3. Transfer- when a product is sold by the name or picture of a famous person or thing, but no words from the person or thing. Example- Nelly promoting milk.

Types of Advertising 4. Repetition- when the product’s name is repeated at least four times in the ad

Types of Advertising 5. Emotional- when words that will make a consumer feel strongly about someone or something are used Example- Ralph Lauren sells their perfume by showing a romantic love scene and just putting the word “Romance” on the ad.

What type of ad is this?

The ad reads, “Adopt, you will receive more than you ever give.”

Q.O.D What are the 5 types of sales promotions?

Advertising Product Advertising- paid message used by a business to promote a product or group of products Institutional Advertising- paid message to promote the business’s image or to create goodwill for the business. ▫Example- Riverside running an ad congratulating the seniors graduating this year. They aren’t promoting their food.

Institutional Ad

Media Media- all the methods to get an ad message to the public (you and me) ▫Examples  Print Media  Broadcast Media  Online Media  Specialty Media

Print Media Print Media- uses printed material ▫Examples:  Newspapers-  Magazines  Direct Mail  Billboard

Newspapers Published or weekly Advertisements depend on newspaper’s readership (# of people who read the paper each time it comes out) Small papers (such as Dayton paper) have lower rates than the NY Times.

Q.O.D. 3/1/11 What are the five types of ads? Give an example of each.

Magazines Usually monthly or weekly National regional or local distribution ▫Example (Sports Illustrated, Kentucky Today, and Dayton Recorder) Some mags are targeted towards certain group (Example: Home & Garden Mag)

Direct Mail Any type of ad that is mailed directly to a customer Letters, catalogs, flyers or coupons Get your address through mailing list (signing up for a free car in the mall)

Billboards Outdoor signs Pay a rental fee for the month

Broadcast Media Consists of radio & television ▫Television- ads are called “spots.”  Costs are very expensive!!  Cost of T.V. ad depends on the time of day ad is ran. ▫Radio- advantage of using radio is that radio stations usually target a certain group (country station might have a Tractor Supply commercial.)  Much cheaper than T.V. ads  Disadvantage- can’t show product, just listen about it

Online Media Involves internet. Yahoo homepage or other search engines My Space, Google, popups

Specialty Media Small, giveaway items that a company’s message or name is printed on. Hotels use pens and writing pads near telephones in rooms Other examples… calendars, key chains, towels,

Specialty Media