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Chapter 19 ■ Advertising
UNIT 6.1 Advertising Media
Marketing Essentials
Advertising
Chapter 19 ■ Advertising
Unit 6.1 Advertising Media
The concept & purpose of advertising
Types of advertising media
What you’ll learn
Why it’s Important
Since advertising is an important element of promotion, you will need to know about the different ways a business can use advertising media to promote its image and products.
Chapter 19 ■ Advertising
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UNT 6.1 Advertising Media
Advertising: any paid form of _____-personal ________ of products (GSI) by an identified sponsor. Advertising is either promotional or institutional.
•Promotional advertising – designed to __________ sales. It introduces new products & businesses & encourages an interest in GSI
•Institutional advertising – attempts to create a favorable __________ & _______ for a business or organization
Advertising & its Purpose
Chapter 19 ■ Advertising
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UNIT 6.1 Advertising Media
Advertising Drawbacks
While there are advantages to advertising, it does have its drawbacks. Advertising can:
= ______ to focus on individual needs.= Be __________= Be wasteful when it is seen by people who
are not are ______ potential customers = Lack ______
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Chapter 19 ■ Advertising
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UNIT 6.1 Advertising MediaTypes of Media
Media are the ______, means, or instruments used to convey advertising messages to the public. The FOUR general ____________ of advertising media are:
•Broadcast
•Specialty
•Internet
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Chapter 19 ■ Advertising
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UNIT 6.1 Advertising Media
Advertising is a Multi-Billion dollar business.= There are several advertising media options
for organizations to spend their $$$$$$
= Print Media is ________ advertising. This includes everything from newspapers & magazines to direct mail, directory, transit signs and billboards. These are among the ______ & most _______ forms of advertising.
Media Advertising Expenditures
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Chapter 19 ■ Advertising
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UNIT 6.1 Advertising Media
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• Newspaper Advertising• Daily or weekly / local, regional
or national – newspaper ads are the main form of print media for many businesses
• Advantages – newspapers have ______ readership & high level of reader involvement
• Disadvantages – circulation can be ______, advertising life is short, and ads are less appealing in black & white
• Magazine Advertising• Both consumer & trade
magazines generate a ______ level of reader involvement. Magazines can _______ specific regional areas or interest groups
• Advantages – targeted audience, longer life span, more likely to be remembered, better print quality, variety of formats.
• Disadvantages – less mass appeal within a geographical area, more expensive, not as timely
Chapter 19 ■ Advertising
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UNIT 6.1 Advertising Media• Direct Mail
Advertising• DM advertising is sent by
businesses directly to _______ customers via the mail. Examples of DM are catalogs, coupons, samplers, price lists, & others.
• Advantages – highly _______ distribution, variety of sizes & formats, catalogs & coupons can actually make a sale
• Disadvantages – low response rate & high costs
• Directory Advertising• Telephone directories are the best
example. Split into White Pages (free alpha listings) and Yellow Pages ( paid listings by category for businesses).
• Advantages – inexpensive, used by all _______ groups, long life span
• Disadvantages – not ________
Chapter 19 ■ Advertising
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UNIT 6.1 Advertising Media
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• Outdoor Advertising• Better known as ____________• Advantages – Broad exposure,
highly _______, some can be changed quickly
• Disadvantages – use is _______ in some areas, limited viewing time, unknown audience
• Transit Advertising• Printed posters inside commuter
trains, exterior posters on taxis & buses, station posters @ train & bus stations, subways, and airports
• Advantages – reaches wide & captive _________, relatively economical
• Disadvantages – ___________ in some areas, restricted to transit routes
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UNIT 6.1 Advertising Media
Broadcast Media
Radio & Television:
The average person will spend nearly ________ watching TV & _______ listening to the radio in a lifetime
People are more likely to believe info from TV than print ads
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UNIT 6.1 Advertising Media
TV is the ultimate advertising ________. It communicates the message in sound, action & color
= Advantages - can be directed @ a _________ audience, is timely, takes advantage of holidays & special events
= Disadvantages - highest ________ costs, high cost for time, audience is not assured
Television Advertising
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UNIT 6.1 Advertising Media
It’s estimated that radio reaches 96% of all people age 12 & over in a given week
Advantages – “______ times” can provide ___________ audience, specific audiences can be targeted, is flexible & mobile
Disadvantages – _______ life span, stations often must compete for audience, listeners can easily be distracted
Radio Advertising
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UNIT 6.1 Advertising Media
_________ daily – hyperlinks, banner ads, pop-ups, search engine results pages, social network advertising, email marketing, online classified advertising
= Advantages - ability to __________ animation, sound, pics & video; can be interactive; effectiveness easily measured; immediate publishing of information; content NOT limited by geography or time
= Disadvantages: Low _________ rates
= SEARCH ENGINE MARKETING!!!!!
Online / Internet Advertising
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UNIT 6.1 Advertising Media
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• Specialty Advertising• Specialty media are relatively
inexpensive, useful items with an advertiser’s name _________ on them.
• Examples – pens, calendars, magnets, memo pads, key chains, bottle openers, etc…
• Other Advertising Media• Businesses are constantly creating
__________ means of transmitting their messages to potential customers.
• Examples – sports arena billboards, ads in movie theaters; ads on blimps and hot air balloons; skywriting; etc…
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UNIT 6.1 Advertising Media
To determine the type of promotional media to use, advertisers need to answer 3 questions
• Does the medium have the ability to present the product & the appropriate business image?
• Does the medium have the ability to target the desired customers?
• Does the medium have the ability to obtain the desired response rate?
Selection of Promotional Media
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