The average person is exposed to more than 2,000 ads per week ADVERTISING
1. Pick a magazine of your choice and select an ad that appeals to you 2. What is the ad selling? 3. What draws you to the ad? 4. What does the ad show? 5. How is product displayed? 6. Why is it appealing? 7. Why is it in this magazine?
1.How many readers? 2.How many of these readers are men? 3.What age catergories does the audience profile identify? 4.Why does the audience profile specify the income level of readers?
Promotional Advertising Promotional Advertising create interest in product intro new product/business explain product support selling create new mkt. YouTube-Emmy 2010 YouTube-Emmy 2010 Best Commericals Institutional Advertising create favorable impression for business co. role in community public issues environment public health Education Institutional Ad Samples Institutional Ad Samples
Newspapers Magazines Direct mail Signs Billboards Written Form Oldest form of Adv.
Advantages large readership known circulation easy to target mkt. cost is low ads are timely Disadvantages some wasted circ. limited life quality is poor compared to mags. STLTODAY.COM
Advantages Target mkt. easily read more leisurely better quality/print longer life span Disadvantages lower target geographically more expensive not as timely
Advertising sent by businesses directly through the mail to prospective customers. Good form of advertising Main disadv. - thought of as “Junk Mail”
Nonstandardized - used by local firms at their place of business or pay rent to off-site locations Standardized - signs placed near highly traveled roads 22 Good Billboards
Posters - Preprinted sheets put up like wallpaper 3-4 X’s per year. Painted Bulletins - painted every 6 months. Spectaculars - ads with moving parts/lights in high traffic areas Popular but difficult to justify concern over too many/ environment
Directory Advertising telephone dir. yellow pages low cost widely used updated often Transit Advertising public transportation buses trains subways airline terminals captive audience economical may be defaced
Radio Television
Advantages easy to target audience messages changed easily mobile Disadvantages short life span competition for target audience listeners easily distracted
Advantages Creative believe what they see more personal/home reach mass audience special themes Disadvantages very expensive audience size not always known commercials/nuisance
Either or World Wide Web Still small part of overall advertising $ spent, but growing steadily Impression- is a single appearance of an ad on a computer user’s screen Electronic direct mail- sent via Mostly used with pre- qualified groups of people (opt-in - customer authorizes) Most cost effective Easy to update Easy to personalize Includes: s, banner pop ups, and social media
Most online ads are banner ads Can come in all shapes and sizes but norm is rectangle Interstitital Ads- TV spots that pop up between web pages and are streamed either live or on demand. Viewer must click on ad to activate What works best: Bold colors top of page placement Animation calls to action Limited frequency exposure Response rate is 1%
Also called giveaways or advertising specialties Relatively inexpensive Useful items featuring company name, brandmark, and message Practical = more successful Common items: Hats Calendars Pens Shirts Distribution is key to success Example: Nature Valley Granola Bars giveaway granola bars at Vail Ski Resort at Snow oasis during spring break
Introduction to Social Media Power Point
Reach the greatest number of customers for the lowest cost per customer. Opportunity for illustration opportunity for an adequate selling message flexibility for changes opportunity to sell product excitement fit the image of business/product cover targeted geographical area