1. Section 19.1 Advertising Media
Chapter 19 Advertising
Advertising Media
Section Advertising Media

2. Advertising and Its Purpose
Advertising Media
Objectives
Explain the concept and purpose of advertising in the promotional mix
Explain the different types of advertising media
Discuss the planning and selection of media
Key Terms
promotional advertising
institutional advertising
media
print media
transit advertising
broadcast media
online advertising
specialty media
media planning
Advertising and Its Purpose
In advertising, advertisers control the message, where it will be seen or heard, and how often it will be repeated.
Marketing Essentials Chapter 19, Section 19.1

3. Promotional and Institutional Advertising
promotional advertising
Advertising designed to increase sales.
There are two main types of advertising:
Promotional
Institutional
Promotional advertising is when the goal is to increase sales. It can:
Introduce a new business
Change a company image
Promote a product
Encourage the use of a particular service
Marketing Essentials Chapter 19, Section 19.1

4. Promotional Advertising

5. Promotional and Institutional Advertising
The process used to try to create a favorable image for a company and foster goodwill in the marketplace.
Institutional advertising X tries to create a favorable image for a company and foster goodwill in the marketplace. Connecting a company’s name to a worthy cause makes a favorable impression on its customers.
Marketing Essentials Chapter 19, Section 19.1

6. Mass Advertising Versus Targeted Advertising
Mass advertising enables companies to reach large numbers of people with their messages. Advertisers can also carefully target their messages to select audiences in a process known as targeted advertising.
Mass marketing uses a single approach or marketing plan to reach all of its customers.
Marketing Essentials Chapter 19, Section 19.1

7. Cooperative Advertising
You may be able to save on your promotional budget by arranging for cooperative advertising.
cooperative advertising an arrangement in which advertising costs are divided between two or more parties
Marketing Essentials Chapter 19, Section 19.1

8. Let’s try it!
In your table groups, use the magazines available or the Internet and quickly find an example of the following:
Promotional advertising
Institutional advertising
Mass marketing
Cooperative advertising
1st team to finish wins!

9. The Big Picture Study Organizer
Marketing Mix
Place
Product
Price
Promotion
Unit 8
Price
Planning
Unit 5
Personal
Selling
Unit 6
Ch 19, 20
Advertising
Unit 6
Ch 17
Publicity
Ch 17, 18
Sales
Promotion
Unit 7
Distribution
Unit 10
Product
Planning
Types of Media
Print
Broadcast
Online
Specialty

10. Types of Media
media
The agencies, means, or instruments used to convey advertising messages to the public.
Media X are the agencies, means, or instruments used to convey advertising messages to the public. The four general categories are:
Print
Broadcast
Online
Specialty
Marketing Essentials Chapter 19, Section 19.1

11. Print media X includes: Newspapers Magazines Direct mail Signs
Billboards
print media
Newspapers, magazines, direct mail, signs, and billboards used in advertising.
Marketing Essentials Chapter 19, Section 19.1

12. Print Media Newspaper ADVANTAGES DISADVANTAGES high circulation
options for ad
placement size,
and frequency.
response from
coupons can be
dated & easily
tracked
inexpensive
can be less appealing due to the b/w
shoppers are local papers that contain little editorial content but are delivered free to local residents.
Marketing Essentials Chapter 19, Section 19.1

13. Print Media Magazines ADVANTAGES DISADVANTAGES generally have
longer life span
realistic,
appealing due to
quality
expensive
must be
submitted weeks
(or even months)
before publication

14. The two types of direct marketing are:
Print Media
The two types of direct marketing are:
Printed direct mail sent to a home or business
Electronic direct mail sent to an address
Printed direct-mail advertising can take many forms, such as:
Newsletters
Catalogs
Coupons
Samplers
Invitations
Direct mail yields a low level of response, and poorly planned campaigns often yield less than a one-half percent response. It also has a negative “junk mail” image. The cost of printed direct-mail advertising can be high.
Marketing Essentials Chapter 19, Section 19.1

15. Directory Advertising
Print Media
Directory Advertising
Print Media
is one of the oldest and most effective forms of advertising.
ADVANTAGES
DISADVANTAGES
inexpensive
telephone
directories found
in 98% of all
homes & kept for
at least a year.
advertisers
cannot adjust
their information,
offers, or
message until a
new directory is
distributed.
Marketing Essentials Chapter 19, Section 19.1

16. Online Advertising Pop-up Ads Banner Ads
A banner ad is a form of advertising on the Internet. This entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking them to the web site of the advertiser. The banner often uses animation or sound to maximize presence.
Pop-up ads are a form of online advertising intended to increase web traffic or capture addresses. It works when certain web sites open a new web browser window to display advertisements.
Pop-up Ads
Banner Ads

17. Specialty Media ADVANTAGES DISADVANTAGES relatively inexpensive
if the items are
useful and
practical, they
may be seen
often.
distribution of
the items is
usually limited;
may be given to
people who
would never
consider
patronizing the
business
specialty media
Relatively inexpensive, useful items featuring an advertiser’s name or logo that are given away; also known as giveaways or advertising specialties.
Marketing Essentials Chapter 19, Section 19.1

18. Other Advertising Media
Other innovative means of transmitting messages to potential customers include:
Sports arena billboards
Ads in movie theaters and home video rentals
Ads on hot air balloons and blimps
Skywriting
Marketing Essentials Chapter 19, Section 19.1

19. Media Planning and Selection
Media planning X is the process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.
To establish the media plan, advertisers address three basic questions:
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?
media planning
The process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.
Marketing Essentials Chapter 19, Section 19.1

20. Review Questions
What are two types of advertising?
What are four different types of print media?
What is mass marketing?
What is cooperative advertising?
What is media planning?

21. Lesson Extension Activity
Choose a partner to work with & select a
print advertisement from the ones provided.
Analyze the ad and record your reaction to the following:
Who do you think the ad is targeted to?
What indicators helped you form an opinion of the target audience?
What magazine would you guess this ad would appear in?
3) Next, in a very simple sketch & a written explanation of your analysis, discuss how you would alter this ad to fit a different target market? Be specific.
Be prepared to present to the class and hand in tomorrow.