1. Advertising Media #1 Today I am
Learning the basic concepts and types of advertising
So I can
Understand the concept and purpose of advertising
Identify the different types of media
I will know I’m successful when
I can make proper media planning choices that connect the product to the target market

2. Goal is to increase sales Goal is to create a favorable image
Advertising
Promotions are closely integrated with….
One-way, non-personal promotion where companies pay to promote products in a variety of media outlets
Promotional
Goal is to increase sales
Institutional
Goal is to create a favorable image
To advertise, a wide variety of MEDIA are used
Latin – intervening agency, means, instrument

3. Product and its promotional mix = the car
Media advertising choices = the road
Potential Customer = the destination

4. Types of Media
Print: newspapers, magazines, direct mail, directory, outdoor
Broadcast: television, radio
Online: Banner, pop-ups
Transit: anything associated with buses, planes, etc
Specialty: promotional items; pens, cups, pins, etc.
Social: FaceBook, Linked In, YouTube, Twitter, etc.

5. Media Planning Three basic questions to ask when planning media buys:
Can the medium present the product and the appropriate business image?
Can the desired customers be targeted with the medium?
Will the medium get the desired response rate?

6. Assignment With your table group, take the corresponding company
Determine their primary target market
Create a promotion (for example a coupon, $3.50 6” Sub at Subway)
Rate the top two media choices to advertise the promotion
Explain why you made those choices (use the three media planning questions to justify)
Basket of Destiny will determine order called on.
1. Dick’s Sporting Goods
5. Kohl’s
2. Old Navy
6. Dairy Queen
3. Value Village
7. Rite Aid
4. Levi’s
8. Baskin Robbins