1. Advertising
Marketing Co-Op

2. Advertising
Any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor

3. Advertising is EVERYWHERE
The average person is exposed to 2,000 advertisements each week

4. Types of Advertising
Promotional Advertising – the goal is to increase sales Institutional Advertising – the goal is to create a favorable image

5. Mass Advertising
Enables companies to reach large numbers of people with their message Ex: Television and Radio

6. Media
The agencies, means, or instruments used to convey advertising messages to the public Four categories Print – newspaper, magazine, direct mail, outdoor, transit Broadcast – TV, radio Online – banner and pop-up ads Specialty – pencils, cups, lanyards

7. Print Media
Includes advertising in newspaper, magazine, direct mail, signs, and billboard One of the oldest and most effective types of advertising

8. Newspaper Advertising
In 2004 there were 1,456 local daily newspapers in the US Why they work….. Usually offer a variety of options for size, location, and frequency Makes it easy for companies to select what best suits their budget and advertising goals

9. Newspaper Advertising
It is estimated that 55% of adults in the US read a newspaper everyday Shoppers – offer very little editorial content, but are delivered free to residents who live in a specific area

10. Newspaper Pros and Cons
Cheapest form of print advertising
Reaches specific region (target market for local businesses)
Cons
Limited shelf life (usually thrown away daily)
Usually printed in black and white (not very visually appealing

11. Magazine Advertising
Can be distributed locally, regionally, or nationally Can be published weekly, monthly, or quarterly

12. EXAMPLES
Time Magazine – National weekly magazine Southern Living – Regional magazine Vogue Magazine – National monthly magazine Brides Magazine – National quarterly magazine

13. Magazine Advertising
Classified as consumer or business to business Consumer – read for personal pleasure ex: TV guide, Sports Illustrated, Seventeen, Readers Digest Business to Business – trade publications, interest professionals in a specific field ex: Advertising Age, Women’s Wear Daily

14. Magazine Advertising Cons Pros Cost is much higher than newspapers
Usually deadlines are a month or two before publication (requires careful planning)
Ads can not be time sensitive
Pros
Can reach a very targeted audience with little wasted circulation
People tend to keep them for a long time
Usually gets passed on to others
They are usually read much slower
Ads are printed in color and are usually very eye catching

15. Direct Mail (marketing)
Highly focused form of advertising Printed – mailed to homes Electronic – sent through Good way to keep CURRENT customers up to date on new products, services, and promotions

16. Direct Mail (marketing)
Cost effective way to generate leads for personal selling
Can take many forms:
Newsletter
Catalog
Coupon
Sample
Invitation

17. Outside Advertising Two Types
Standardized –only come in standard sizes like billboards, posters and spectaculars
Nonstandardized – signs companies put up in their place of business or in other local locations (custom made)

18. Outside Advertising
Spectaculars – out door signs that are purchased or rented from advertising companies that use lights and moving parts to attract attention

19. Outside Advertising Pros Cons Highly visible Relatively Inexpensive
24-7 message
Reaches large number of people
Cons
Limited viewing time
Inability to target a specific target
Government regulations on location
Only changes every six months or longer

20. Transit Advertising Taxis Buses Trains Public benches Trash cans
Advertisements found on public transportation
Taxis
Buses
Trains
Public benches
Trash cans
Subways/metros
Airports
Bus stops
Public benches

21. Transit Advertising Reaches a wide, sometimes captive audience
Economical/inexpensive
Has a defined target, usually geared toward urban areas

22. Online Advertising
Still a small part of overall advertising, but is growing steadily as the internet becomes more and more influential
Online sales in $9.7 million

23. Online Advertising
Banner Ads – most popular form of online advertising
Usually rectangle, and found at the top, bottom or side of a web page
Button Ads – similar to banner ads, but they are placed in strategic positions on the page

24. Online Advertising
Banner Ad
Button Ad

25. Online Advertising
Pop Up Advertisements – TV-like spots that pop up between web pages
Viewer must click on the ad to go to the website or close the window to resume surfing
Only 1% of people actually click on these kinds of ads

26. Pop Up Advertising
Pop Up Ad

27. Specialty Advertising
Giveaways
usually inexpensive novelty items that can be used by consumers that feature the companies name or logo
Pens
Cups
Calendars
Hats
Magnets

28. Broadcast Advertising
Invention of Lying Clip

29. Activity Get the Orange Textbooks
Complete the questions from Chapter 19.1
Questions 1-3 on page 408
Questions 2-6 on page 417