1. Chapter 14
Advertising: The Art of
Attracting an Audience pp

2. Learning Objectives
1. Identify the different types of print media used to advertise products.
2. List advantages and disadvantages for each type of advertising medium.
Why it’s Important: Businesses rely on advertising to get your attention and to promote their products. Advertising pays for many of the costs of TV, radio, newspapers, and magazines.

3. Advertising Media
Advertising- paid, nonpersonal form of communication that businesses use to promote their products
Mass media are means of communication such as TV, radio, and newspapers
Type of medium used depends on the market advertisers want to reach

4. Newspapers - Main advertising medium in the U.S.
Print Media
Newspapers
- Main advertising medium in the U.S.
More than 50% of adults in U.S. read papers
Advertisers can target people in certain area
Cost to print ad is fairly cheap
Disadvantages
- thrown away after read = ad’s lifespan is short

5. Magazines National in scope  appear weekly/monthly
Print Media
Magazines
National in scope  appear weekly/monthly
- Special Interest magazines (Teen and Sports Illustrated) reach target markets on a large scale
Take time to read mags and often save them
Ads - much longer lifespan than newspaper ads

6. Magazines - Printed in color = higher quality ink and paper
Print Media
Magazines
- Printed in color = higher quality ink and paper
- Broadly circulated; little use to local advertisers
Disadvantages
Ads can’t be easily changed for limited offers

7. Direct-Mail Advertising
Print Media
Ads sent by mail to people’s homes
letters, fliers, postcards, catalogs, coupons, samples
Biggest advertising medium after TV/papers
Allows advertisers to reach specific targets
Disadvantages
- Cost to send ads through mail = A LOT of $$
- Referred to as “junk mail” = may be thrown out

8. Directory Advertising
Print Media
- Phone books - local advertisers use
Cost = very cheap
Used in almost every home & business
Kept for at least a year
Disadvantages
- You ad competes with numerous similar ads
- Can’t advertise prices/sales or update easily

9. Outdoor Advertising - most common form = billboard
Print Media
- most common form = billboard
useful for local businesses, businesses that cater to travelers
newer types of outdoor advertising
- Disadvantage: drive by too quickly to notice.

10. Outdoor Advertising
Print Media

11. Transit Advertising usually consists of posters placed:
Mr. Manning's Ch14 Notes
Print Media
Transit Advertising
usually consists of posters placed:
on the sides of buses
in subway stations
inside trains
at airports

12. HOMEWORK
Rd Pages
Questions 1-3 on Pg. 243

13. Learning Objectives
1. Identify the different types of broadcast media used to advertise products.
2. List advantages and disadvantages for each type of advertising medium.
Name factors in the cost of advertising.
Why it’s Important: Businesses rely on advertising to get your attention and to promote their products. Advertising pays for many of the costs of TV, radio, newspapers, and magazines.

14. Broadcast Media Television - most effective means of advertising
- Advantage: sounds, images, and motion
- May become part of our everyday language
- Shown on national, local, or cable stations
Disadvantages
- very expensive to produce
- pay to broadcast an ad during a TV show

15. Television cont’d Radio
- infomercial is a TV program, usually 30 minutes long, made to advertise a product
Broadcast Media
Radio
- like TV, radio ads can reach wide audience
- music, dialogue, and sound effects
good medium for local advertising
Advertisers can reach people on the move

16. Webcasting Cyber Ads webcast - sent and received over the Web
Broadcast Media
Webcasting
webcast - sent and received over the Web
usually a live broadcast, filmed by crew
EX: Victoria’s Secret online fashion show
Cyber Ads
ads on the internet
displayed like magazine ads
Pop-up ads - few seconds when you log on
- Banner ads - top/bottom of the screen
- Screen ads – left/right of the screen, can print
can send directly to people on mailing lists
can use sound effects and animation

17. Media Planning
Media planning – process of selecting media and deciding the time and space in which the ads should appear
1. Can the medium present the product and the appropriate business image
2. Can the desired customers be targeted with the medium
3. Will the medium get the desired response rate
Ad agency – business that specializes in developing ads
Ad campaign – series of ad messages that share theme

18. Nielsen Media Research
Media Measurement
Audience – the number of homes or people an ad is exposed to
Frequency – the number of times an audience see or hears an ad
Cost per thousand – the media cost of exposing 1,000 readers or viewers to an advertising impression
Nielsen Media Research

19. Advertising Rates Price determined by: size of an ad
# of people it reaches
how often it appears
when it appears
where it is placed
Where have you
Seen their ads?

20. Advertising Rates Print Media
Newspaper/magazine rates based on circulation - or number of people who read them
sold by the inch on the page
Ads on front/back cover cost more
Broadcast Media
- made in 10, 30, 60 second spots
cost radio/TV ads depends audience size,
time of day shown (Prime Time)
national network ads > local station ads
pay more for OSCAR or SUPER BOWL ads

21. HOMEWORK
Pg. 244
Questions 2-6

22. Broadcast Media
Broadcast Media

23. Commercials Milk Commercial Miller Commercial Wendy’s Wheaties
Nike Commercial
Nike Commercial – 2003
Federal Express Ad
Reebok – Terry Tate
Miller – Twist to open
Miller – wrestling
Nike – Naked man
Heinekin Beer
BUD-Lizards1
Reebok
BUD-Sheets
TB Sauce
Doritos1
Gatorade MJ
Doritos2
BUD-Lizards1
Blockbuster
BUD-Lizards1
RESOURCES
Adslogans.com X-Tremeinformation.com Advertising Archive Pocketmovies.net Advertisementave.com Visit4Info.com

24. 13
End of Chapter
Marketing in Today’s World

25. Advertising Slogans Quiz
Mr. Manning's Ch14 Notes
Advertising Slogans Quiz
1) "Be all you can be."
2) “Have it your way.”
3) “Snap, crackle, pop.”
4) “They melt in your mouth, not in your hand.”
“Where do you want to go today?”
“I’m lovin’ it!”
“It's everywhere you want to be.”
“Drivers wanted.”
“Reach out and touch someone.”
"M'm! M'm! Good!“
"When it absolutely, positively has to be there overnight.“
"Finger lickin' good.“
"Fly the friendly skies.”
“Breakfast of champions.”
"When you care enough to send the very best.”
"Because I'm worth it.”
“The quicker picker upper.”
The US ARMY
BURGER KING
RICE KRISPIES
M&M’s
Microsoft
McDonald’s
VISA
VOLKSWAGEN
AT&T
Campbell’s Soup
Fed EX
KFC
United Airlines
Wheaties
Hallmark
L’Oreal
Bounty Paper Towels