1. Advertising
Chapter 19

2. Advertising Slogans - Quiz
Challenge everything
Do you have the bunny inside?
We bring good things to life.
Play More
Where do you want to go today?
Can you hear me now? Good.
So easy a caveman can do it.
Are you in good hands?
Impossible is nothing.
Just do it
Betcha can't eat just one
It's the real thing
The Choice of a New Generation
Kid tested. Mother approved.
Not going anywhere for a while? Grab a __________

3. Advertising Slogan Quiz
Challenge everything
EA Games
Do you have the bunny inside?
Energizer Max, since 2000s
We bring good things to life.
GE (General Electric till 2002)
Play More
Xbox 360
Where do you want to go today?
Microsoft, 1996
Can you hear me now? Good.
Verizon
So easy a caveman can do it.
GEICO
Are you in good hands?
Allstate

4. Advertising Slogan Quiz
Impossible is nothing.
Adidas
Just do it
Nike, Inc. (foot wear),
Betcha can't eat just one
Lay's potato chips
It's the real thing
Coca-Cola
The Choice of a New Generation
Pepsi
Kid tested. Mother approved.
Kix
Not going anywhere for a while? Grab a Snickers.

5. Ch 19 Sec 1 – Advertising Media
What you’ll learn . . .
The concept and purpose of advertising
The different types of advertising media

6. Advertising and Its Purpose
Advertising is any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor
Advertising is everywhere!

7. Two main types of advertising
Promotional advertising
Introduces new products and businesses
Encourages an interest in products
Explains product and service features
Institutional advertising
Attempts to create a favorable impression and goodwill for a business or an organization.

8. Types of Media Print Media Broadcast Media Online Advertising
Media are the agencies, means, or instruments used to convey advertising messages to the public.
Print Media
Broadcast Media
Online Advertising
Specialty Media

9. Print Media
Written advertising that may be included in everything from newspaper and magazines to direct mail, signs and billboards.
They are among the oldest and most effective types of advertising.

10. Newspaper Advertising
Local (San Jose Mercury News, Hollister Free Lance, Pinnacle) or National (USA Today)
Daily or weekly
Shopper
Little editorial content
Delivered free

11. Newspaper Advertising
Advantages
Large readership and a high level of reader involvement
Advertisers can target certain people
The cost is relatively low
Ads are timely
Disadvantages
Wasted circulation
Short life
Black and white (although many papers are changing to color format)

12. Magazine Advertising Classified as Local, regional, or national
Weeklies, monthlies, and quarterlies
Consumer or business (trade)

13. Magazine Advertising Advantages Can target audiences Longer life span
Print quality is good
People keep magazines longer than newspapers
Offer a variety of presentation formats
Disadvantages
Less mass appeal within a geographical area
More expensive
Deadlines make them less timely

14. Direct-Mail Advertising
Sent by businesses directly through the mail
Includes newsletters, catalogs, coupons, samplers, price lists, circulars, invitations, postage-paid reply cards, and letters.
Mailing lists are assembled from current customer records or they may be purchased.

15. Direct-Mail Advertising
Advantages
Can be highly selective
Controlled timing
Can be used to actually make the sale
Disadvantages
Low response level
People think of it as “junk mail”
Dated lists
Cost is high

16. Directory Advertising
An alphabetical listing of households and businesses.
The best known are telephone directories.

17. Directory Advertising
Advantages
Relatively inexpensive
Can be used with all demographic groups
Are found in 98% of American households
Usually kept for at least a year
Disadvantage
Only printed once a year
Some service business’ are used infrequently; therefore, directory advertising must be combined with another type.

18. Outdoor Advertising
Standardized signs are available to local, regional, or national advertisers.
Purchased from outdoor advertising companies in standard sizes
Are placed in highly traveled roads, and freeways where there is high visibility.
Posters – pre-printed sheets put up like wallpaper on outdoor billboards.
Painted bulletins – painted billboards that are changed about every six months to a year.
Spectaculars – use lights or moving parts and are in high traffic areas.

19. A billboard gets right to the point

20. Which type of outdoor advertising is this?

22. Outdoor Advertising Advantages
Highly visible and relatively inexpensive
24-hour a day message and located to reach specific target markets
Disadvantages
Becoming more restricted – increasingly regulated
Limited viewing time

23. Transit Advertising Uses public transportation facilities
Commuter trains, taxis and buses, station posters near or in subways and in railroad, bus, and airline terminals

24. Transit Advertising Advantages Reaches a wide captive audience
Economical
Defined market
Disadvantages
Not available in smaller towns and cities
Subject to defacement

25. Broadcast Media Includes radio and television
The average person will spend nearly ten years watching TV and almost six years listening to the radio over a 70 year lifetime

27. Television Advertising
Communicates with sound, action, and color.
Prime time is between 8 and 11 p.m.
Is appealing to large companies with widespread distribution.

28. Institutional TV Commercials

29. Television Advertising
Advantages
Can be directed to an audience with a specific interest
Message can be adapted to take advantages of holidays and special events
Disadvantages
Highest production cost of any media type
High dollar cost for the time used
Actual audience size is not assured – people leave the room or channel surf – effect of TIVO

30. Radio Radio Advertising
Radio reaches 96 % of people over 12 yrs which makes it very effective
Best times are “drive times” – morning and late afternoon/early evening

31. Radio Advertising Advantages
Can select an audience, such as teens by choosing the right station
More flexible than print – messages can be easily changed
It’s a mobile medium – can be taken just about anywhere
Disadvantages
Short life span – when broadcast, it is over
Lack of visual involvement

32. Online Advertising Placing advertising messages on the Internet
Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers search

33. Specialty Media
Relatively inexpensive, useful items with an advertisers name printed on them
Given away with no obligation attached
Calendars, magnets, pens, pencils, memo pads, and key chains

34. Other Advertising Media
Businesses are constantly creating innovative means of transmitting their messages
Sports arena billboards, ads in movie theaters, hot air balloons and blimps, skywriting, etc.

35. Advertising
Chapter 19.2

36. Chapter 19 Transition Get your Marketing Workbook
Complete Page 167 – 168
Use a new Excel workbook
Copy data and follow directions to create pie chart
Save to your folder as: Marketing-WB-167-filastname
Get out your Chapter 19 Note-Guides
Prepare to finish Chapter 19 Notes
Chapter 19 Class Work

37. Creative Billboards

38. Media Planning and Selection
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 should ask 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?

39. Media Measurement
To understand media measurement, you need to become familiar with several key terms:
The number of homes or people exposed to an ad is called the audience
A single exposure to an advertising message is called an impression
Frequency is the number of times an audience sees or hears an advertisement.
Marketing Essentials Chapter 19, Section 19.2

40. Media Measurement
Cost per thousand (CPM) is the media cost of exposing 1,000 people to an advertising impression.
It is the tool used to compare the effectiveness of different types of media.
Marketing Essentials Chapter 19, Section 19.2

41. Media Measurement
Readership of print media is measured by surveys or estimated by circulation.
The TV audience is measured with diaries or meter data collected by Nielsen Media Research.
Numbers of radio listeners are tracked by the Arbitron Company using listening diaries.
Online audiences are measured with surveys and computer software tracking systems.
Marketing Essentials Chapter 19, Section 19.2

42. Media Rates
Advertising uses a set format that is defined in terms of time (broadcast media) or space (print or online media).
Media costs vary greatly, not just with type of media but also with geographical location and audience.
Marketing Essentials Chapter 19, Section 19.2

43. Newspaper Rates
Newspaper rates are divided into two categories, depending on whether the ad is a classified ad or a display ad.
Classified ads: Effective for selling, paid by the word or line
Display ads: General commercial ads, paid by the space used
Marketing Essentials Chapter 19, Section 19.2

44. Magazine Rates Magazine rates are based on: Circulation
Type of readership
Production techniques
Marketing Essentials Chapter 19, Section 19.2

45. Magazine Rates There are different magazine rates, including:
Bleed: Half- or full-page ads printed all the way to the edge of the page
Black-and-white versus color printing
Premium position: Placement on the back cover or on the first page
Discount: Price cuts based on frequency of advertising or early payment for the ad.
Marketing Essentials Chapter 19, Section 19.2

46. Online Rates
Online advertising rates are based upon the type of format the customer desires,
Such as banner, button, and pop-up.
They are also set on a CPM rate of page views.
Marketing Essentials Chapter 19, Section 19.2

47. Radio Rates Costs of radio advertising vary according to:
Where the ad will air
What time of day the commercial will be broadcast
Length of the ad
Ads can air on network radio (a national broadcast), national spot radio (airing in certain areas only), or local radio.
Radio ad rates are highest during the morning and late afternoon, also called drive times.
Marketing Essentials Chapter 19, Section 19.2

48. Television Rates
Like radio, TV rates depend on where the commercial will air, what time of day, and the ad’s length.
Prime time (8 P.M. to 11 P.M.) is the most expensive time to advertise on television.
Marketing Essentials Chapter 19, Section 19.2

49. Promotional Budget
The promotional budget considers the cost for developing and placing or airing advertising, and the cost of related staffing.
Four common promotional budgeting methods are:
Percentage of sales
All you can afford
Following the competition
Objective and task
Marketing Essentials Chapter 19, Section 19.2

50. Promotional Budget
In the percentage of sales method, the budget is decided based on a percentage of past or anticipated sales
The most common method

51. Promotional Budget
If a company follows the “all you can afford” method, it pays all expenses, then applies the remainder of its funds to promotional activities.
Marketing Essentials Chapter 19, Section 19.2

52. Promotional Budget
The “following the competition” method bases its budget on the competitor’s promotional expenditures or the competitor’s market share.
It is considered a weak method because it is based on the competitor’s objectives.
Marketing Essentials Chapter 19, Section 19.2

53. Promotional Budget
The objective and task method determines goals, considers the necessary steps to meet them, and determines the cost of activities to meet those goals.
Marketing Essentials Chapter 19, Section 19.2

54. Class Work Chapter 19 Page 408, #1 – 4 Page 417, # 14 – 20 Textbook:
Save to your folder as: Marketing-CW-19-filastname
Complete Chapter 19 Packet in class and as homework