1. Advertising

2. Warm-Up
What is your favourite Advertisement on TV right now? Why do you like it?

3. A few favourites… http://www.youtube.com/watch?v=vgxxAwue7Fs

4. Advertising Topics: Creating good advertising Types of Advertising
Effectiveness

5. Good Advertising… Attract attention – develop a good headline
Gain interest – make people want to read, watch, or listen
Build desire – help the customer want your product
Get action – always ask for the sale

9. Brainstorm: Types of Advertising
Magazines
Newspaper
Television 1 2 3
Radio
Out-of-Home
Direct-to-
Home 4 5 6
Internet
Specialty 7 8

10. Types of Advertising Magazines
Opportunity to link with specific audience / interests.
Several readers – passed on form of media.

11. Types of Advertising Magazines Newspapers
Geographic flexibility for specific cities.
Link ads to relevant content / sections of the paper.

12. Types of Advertising $ Magazines Newspapers Television
Expensive but capable to broadcast nationally to many viewers.
Dynamic and changing media with rise of PVRs and internet viewing.

13. Types of Advertising Magazines Newspapers Television Radio
Geographic flexibility for specific cities or regions.
Link ads to relevant stations for your target or day parts.

14. Types of Advertising Magazines Newspapers Television Radio Out-of-Home
Difficult to ‘break through’,
Not targeted (except washroom
stalls). Must be very brief,
mostly visual.

15. Types of Advertising Magazines Newspapers Television Radio Out-of-Home
Geographic targeting. Relatively cheaper than TV or Radio.
Not “durable”, often thrown away or discarded.
Magazines
Newspapers
Television
Radio
Out-of-Home
Direct-to-Home

16. Websites, banner ads & email advertising.
Types of Advertising
Websites, banner ads & advertising.
Permission-based is when consumers have given their address to the company.
Magazines
Newspapers
Television
Radio
Out-of-Home
Direct-to-Home
Internet
Source: www2.sims.berkeley.edu/.../internet.htm

17. Types of Advertising Magazines Newspapers Television Radio Out-of-Home
Direct-to-Home
Internet
Specialty
Also known as premium & incentive marketing. Company logo/message is put on merchandise, then given away.

18. Comparing Types of Advertising Reach frequency selectivity Durability
Advertisers use the following categories to help them select which media to use for a certain product promotion. These eight categories are
Reach
frequency
selectivity
Durability
lead-time
mechanical requirements
clutter
cost

19. Comparing Types of Advertising
Reach
# of people who are exposed to a message
Circulation for magazines; ratings for tv
Super Bowl ads reached 140 million people
Frequency
# of times an audience will see or hear
Billboards: 20 times a month
Bus advertisement: 40 times a month
Selectivity
Ability of the medium to focus on a target audience
Internet marketing very selective
Durability
How long the ad lasts in the house
TV: 30 seconds
Newspaper: 1 day
Milk Calendar: 1 year?!

20. Mechanical requirements
Lead Time
How fast the ad can be ready to run
TV ad: months; radio & newspaper: a few days
Ad: instantaneous
Mechanical requirements
How complex it is to prepare the ads for the medium
TV & magazines: very complicated
Radio: simple
Clutter
Competition for the audience’s attention.
Ads on page 2 and 3
Costs
Accumulated costs of running the ads including the preparation costs & costs of the space or time in the medium used to run it.

21. Media Rating Chart Media Rating chart TV Radio Magazines Newspapers
Out-of-home
Direct-to-home
Internet
Specialty
Reach 8 7 10 3
Frequency 1 9
Selectivity 6 5
Durability
Lead-time 2 4
Mechanical Requirements
Clutter
Costs