SER Marketing Advertising Medias

Objectives Identify the four major advertising medias Explain the benefits and drawbacks of each media Identify what makes an ad successful Recognize the 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 1,456 daily newspapers in the U.S. Estimated that 55% of adults in the U.S. read a newspaper every day Offer different sizes, locations and frequency

Print Media: Magazine Consumer or Business-to-Business Are usually kept longer Offer a variety of layouts Full page Two page spreads Gatefolds Return Cards Inserts

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 Directory: telephone directory (white pages) + Relatively inexpensive + Used to target all demographic groups - Advertisers cannot adjust information/offers Outdoor: Logos on office buildings and billboards, posters + Highly visible (24/7 message) + Relatively inexpensive - Limited viewing time Transit: found on public transportation, such as buses or taxis + Reaches a wide audience - Limited viewing time

Other Print Examples

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: 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

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

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

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

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.

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

Specialty Advertisement

Assignment Grab a magazine from the box and find an ad Once everyone has found an ad at your table, complete the worksheet. When you are done, make sure your name/folder # are on your worksheet and turn it in!

Parts of a Print Advertisement

What makes a good ad? Grabs attention (Hook) Simple and easy to understand Shows product and/or identifies benefits/features (Content) Generates a call for action!

Parts of a Print Advertisement Headlines Copy Illustrations Signatures Slogans

Headline Saying that gets the reader’s attention, arouses their interest by producing a benefit, and leads them to read the rest of the ad Should identify a benefit and stress how it meets the customers’ needs Very brief

Copy The selling message Expands on the info from the headline Written like a conversation Tell the who, what, when, where, why and how of your product Simple and Direct!!! Provides the Call to Action!

Illustrations Pictures or Drawings Attract attention to the ad Show the product and how it works Portray the Images Sports Leisure Convenience

Signature The LOGO! Distinctive identification symbol for a business Helps create instant recognition for a company

Slogan Catch phrase or small group of words used to identify a product Helps to create a distinct image for the company or product

Copy Headline Illustration Signature

Wrap-Up  Which media is the most expensive?  What is a downfall of newspapers?  What is SWAG?  What are the two forms of broadcast media?  The Parts of a Print Ad (what does each part do?) ◦ Headline ◦ Copy ◦ Illustrations ◦ Signature ◦ Slogan