1. Advertising

2. Advertising Why Its Important
Advertising spreads the word about a company and its products or services. Businesses use different types of advertising media to promote their image, products or services.

3. Advertising Two main types: Promotional
When the goal is to increase sales
Target is consumers or B2B customers
Can introduce new product, image
Can be used to encourage customers to ask for information (generating leads)
Also effective in supporting direct selling efforts, sales promotion activities, displays

4. Advertising Institutional
Tries to create favorable image for company and foster goodwill in the marketplace
Try to connect name to a worthy cause can help enhance company image
Sponsor teams or events

5. Advertising
Media
The agencies, means, or instruments used to convey advertising messages to the public
4 categories
Print
Broadcast
Online
Specialty

6. Advertising
Print
Advertising in newspapers, magazines, direct mail, signs, billboards, transit
Broadcast
includes radio and television.
during your lifetime you will spend 10 yrs watching tv and 6 yrs listening to radio

7. Advertising Online Using email or the web Email will use opt-in emails
1.1 trillion ,100,000,000,000
Number of display ads delivered to internet users in the first quarter of Facebook led with 346 billion

8. Advertising Speciality Giveaways
Usually something inexpensive, useful, and has the company name and/or logo
Must be something practical, used frequently, and placed in locations of high visibility
Limited supply
Ads in sports arenas, movie theaters, and DVDs

9. Media Audience Impression Number of homes or people exposed to an ad
Single exposure to an advertising message
Frequency
Number of times an audience sees or hears an ad

10. Media CPM (cost per thousand)
Media cost of exposing 1,000 readers or viewers to an ad impression
Audience for print media is the total number of readers per issue.
Television audience is based on data collected by Nielsen Media Research
Radio audience is measured by Arbitron Company

11. Media
Online audience is measured by computer tracking systems.

12. Newspaper Rates 2 Categories Classified or display
Classified are grouped into specific categories
Display are larger. Cost is based upon size
Rates are by column inch
Factors that affect rates
When the ad appears
color or black/white
where the ad appears

13. Magazine Rates Based upon circulation, type of readership
Bleeds – ads printed to very edge of paper, leaving no white border % more costly
Color or black/white
Positioning
Back cover or inside first page are costly

14. Other Media Online Rates Banner ads, enhanced banner ads, interstitial
Rates based on page views. Vary based on monthly views
Radio Rates
costs based on national or local
time of day – 6am – 10am / 4pm – 7pm = primetime
midnight – 6am = cheapest

15. Other Media Television Vary with time of day 7pm – 10pm = Primetime.
Try to play messages when you can reach most customers
Promotional Budget
when putting together a budget for advertising you must not only take into account the cost of the ad but also to produce the advertisement.