Advertising Mediachap.19 pp Advertising – any paid form of nonpersonal presentation and promotion of ideas, good, or services by an identified sponsor Two types of advertising: 1. Promotional – designed to increase sales 2. Institutional – attempts to create a favorable impression and goodwill for a business or organization Four drawbacks of advertising: 1. can’t focus on individual needs 2. very expensive 3. inefficient 4. messages are short 1

chap. 19 continued Media – agencies, means, or instruments used to convey advertising messages to the public Four categories of advertising media: 1. Print – written advertising that may be included in everything from -newspapers-magazines -direct mail -directory -outdoor-transit 2. Broadcast – uses -radio and -TV 3. On-line – involves placing advertising messages on the Internet - Banner Ad – usually a wide shallow rectangle seen at the top or bottom of Web pages, which takes the user to the advertiser’s Web page if clicked. 2

Chap.19 continued 4. Specialty – relatively inexpensive, useful items with an advertiser’s name printed on them – pens, calendars Other advertising media – innovative means of transmitting messages to potential customer like: -skywriting - supermarket cart ads - sports arena billboards The purpose of advertising is for customers to: 1. know about a product 2. accept a product 3. purchase a product 3