1. Copyright © 2014 by The University of Kansas Using Paid Advertising

2. Copyright © 2014 by The University of Kansas What is advertising? Paid “air time” on radio or television, or page space in newspapers or magazines.

3. Copyright © 2014 by The University of Kansas Broadcast advertising Usually 10-, 20-, 30-, and 60-second spots. Production usually available.

4. Copyright © 2014 by The University of Kansas Print advertising Ads measured in inches. Ad sizes are referred to in terms of the page layout.

5. Copyright © 2014 by The University of Kansas Other media Outdoor advertising. Bumper stickers. Phone card advertising. Ads in elevators, public restrooms, automated teller machines, etc. Direct mail advertising.

6. Copyright © 2014 by The University of Kansas Why pay for ads? To increase name recognition. To reach the audience you want. To have more control over the message. To have control over when and how often your message is broadcast or printed. To turn back claims or criticism of your opponents.

7. Copyright © 2014 by The University of Kansas When should you advertise? Decide what you want to accomplish & if you can afford enough ads to do so? Decide if you can you use it to respond to attacks or current events? Decide if you can use it to make facts more interesting? Decide if you can you use it to thank your supporters?

8. Copyright © 2014 by The University of Kansas How to advertise Decide whether to work with an agency. Decide on target audience. Decide on the medium. Come up with a budget. Produce your ad. Know and meet deadlines. Follow up by tracking its appearance and trying to gauge its effectiveness.