1. Advertising
Chapter 19

2. Ch 19 Sec 1 – Advertising Media
What you’ll learn . . .
The concept and purpose of advertising
The different types of advertising media

3. Advertising and Its Purpose
Advertising is any paid form of nonpersonal promotion of ideas, goods, or services by an identified sponsor
Advertising is everywhere!

4. Two main types of advertising
Promotional advertising
Introduces new products and businesses
Encourages an interest in products
Explains product and service features
Institutional advertising
Attempts to create a favorable impression and goodwill for a business or an organization.

5. Types of Media Print Media Broadcast Media Online Advertising
Media are the agencies, means, or instruments used to convey advertising messages to the public.
Print Media
Broadcast Media
Online Advertising
Specialty Media

6. Print Media
Written advertising that may be included in everything from newspaper and magazines to direct mail, signs and billboards. They are among the oldest and most effective types of advertising.

7. Newspaper Advertising
Local (Salt Lake Tribune) or National (USA Today)
Daily or weekly
Shopper
Little editorial content
Delivered free

8. Newspaper Advertising
Advantages
Large readership and a high level of reader involvement
Advertisers can target certain people
The cost is relatively low
Ads are timely
Disadvantages
Wasted circulation
Short life
Black and white (although many papers are changing to color format)

9. Magazine Advertising Classified as Local, regional, or national
Weeklies, monthlies, and quarterlies
Consumer or business (trade)

10. Magazine Advertising Advantages Can target audiences Longer life span
Print quality is good
People keep magazines longer than newspapers
Offer a variety of presentation formats
Disadvantages
Less mass appeal within a geographical area
More expensive
Deadlines make them less timely

11. Direct-Mail Advertising
Sent by businesses directly through the mail
Sent to a home or business
Electronic mail
Includes newsletters, catalogs, coupons, samplers, price lists, circulars, invitations, postage-paid reply cards, and letters.
Mailing lists are assembled from current customer records or they may be purchased.

12. Direct-Mail Advertising
Advantages
Can be highly selective
Controlled timing
Can be used to actually make the sale
Disadvantages
Low response level
People think of it as “junk mail”
Dated lists
Cost is high

13. Directory Advertising
An alphabetical listing of households and businesses.
The best known are telephone directories.

14. Directory Advertising
Advantages
Relatively inexpensive
Can be used with all demographic groups
Are found in 98% of American households
Usually kept for at least a year
Disadvantage
Only printed once a year
Some service business’ are used infrequently; therefore, directory advertising must be combined with another type.

15. Outdoor Advertising
Standardized signs are available to local, regional, or national advertisers.
Purchased from outdoor advertising companies in standard sizes
Are placed in highly traveled roads, and freeways where there is high visibility.
Posters – pre-printed sheets put up like wallpaper on outdoor billboards.
Painted bulletins – painted billboards that are changed about every six months to a year.
Spectaculars – use lights or moving parts and are in high traffic areas.

16. A billboard gets right to the point

17. Which type of outdoor advertising is this?

19. Outdoor Advertising Advantages
Highly visible and relatively inexpensive
24-hour a day message and located to reach specific target markets
Disadvantages
Becoming more restricted – increasingly regulated
Limited viewing time

20. Transit Advertising Uses public transportation facilities
Commuter trains, taxis and buses, station posters near or in subways and in railroad, bus, and airline terminals

21. Transit Advertising Advantages Reaches a wide captive audience
Economical
Defined market
Disadvantages
Not available in smaller towns and cities
Subject to defacement

22. Broadcast Media Includes radio and television
The average person will spend nearly ten years watching TV and almost six years listening to the radio over a 70 year lifetime.

24. Television Advertising
Communicates with sound, action, and color.
Prime time is between 8 and 11 p.m.
Is appealing to large companies with widespread distribution.

25. Got Milk ad
Click the black rectangle to play the video

26. Television Advertising
Advantages
Can be directed to an audience with a specific interest
Message can be adapted to take advantages of holidays and special events
Disadvantages
Highest production cost of any media type
High dollar cost for the time used
Actual audience size is not assured – people leave the room or channel surf – effect of TIVO

27. Radio Radio Advertising
Radio reaches 96 % of people over 12 yrs which makes it very effective
Best times are “drive times” – morning and late afternoon/early evening

28. Radio Advertising Advantages
Can select an audience, such as teens by choosing the right station
More flexible than print – messages can be easily changed
It’s a mobile medium – can be taken just about anywhere
Disadvantages
Short life span – when broadcast, it is over
Lack of visual involvement

29. Online Advertising Placing advertising messages on the Internet
Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers search

30. Specialty Media
Relatively inexpensive, useful items with an advertisers name printed on them
Given away with no obligation attached
Calendars, magnets, pens, pencils, memo pads, and key chains

31. Other Advertising Media
Businesses are constantly creating innovative means of transmitting their messages
Sports arena billboards, ads in movie theaters, hot air balloons and blimps, skywriting, etc.

32. Media Planning and Selection
The process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective