1. Advertising QCC’s: 50, 51, 52, 53, 54, 55 Continued

2. Directory Advertising Advantages Relatively inexpensive Found in 98% of all homes Used by all demographic groups Long life Disadvantages Inflexibility Waste

3. Direct-Mail Advertising Types –Newsletters –Catalogs –Coupons –Samplers –Reply cards –Special sales –Invitations –Letters –Circulars –Price lists

4. Direct Mail Advertising Advantages –Selectivity –Flexibility –Variety –Incentives –Selling capacity

5. Direct-Mail Advertising Disadvantages –Low response levels 5% response rate considered good –Dated provider lists –Extremely high costs –Junk mail

6. Outdoor Advertising What other forms of outdoor advertising can you think of?

7. Outdoor Advertising Includes: Billboards Transit Ads Free-Standing Signs Posters

8. Outdoor Advertising Advantages –Visibility –Costs –Permits repetition (Frequency) –Geographically tailored

9. Outdoor Advertising Disadvantages –Limited message –Unknown audience –Regulations –Viewing Time

10. Radio Advertising Reaches 96% of all people age 12 and over Drive Times:  6:30 am – 9:00 am  4:00 pm – 6:00 pm Mixture of effects:  Announcer, music, jingles, slogans, drama, humor, excitement

11. Radio Advertising Advantages –Target selection –Flexibility –Mobile medium Disadvantages –Short life span –Competing stations/selection –Distractions –Inability to see product

12. Radio Advertising Some messages are difficult to explain without images

13. Television Ultimate medium –Sound –Action –Color Prime time –7:00 pm – 11:00 pm Infomercials

14. Television Advertising Advantages –Able to pull together all the elements needed to create an exciting message. –People will believe what they see –Seems more personal –Mass audience –Targeted marketing –Can take advantage of holidays, seasonal changes, and special events-programming

15. Television Advertising Disadvantages –Production costs –Presentation costs –Audience not assured –Channel surfing and leaving room during commercial breaks