Chapter 19 Advertising
UNIT 6.1 Advertising Media
Marketing EssentialsMarketing Essentials
Advertising
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The concept & purpose of advertising
Types of advertising media
What you’ll learnWhat 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.
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Advertising: any paid form of non-personal promotion of products (goods, services or ideas) by an identified sponsor. Advertising is either promotional or institutional.
•Promotional advertising – designed to increase sales. It introduces new products & businesses & encourages an interest in GSI
•Institutional advertising – attempts to create a favorable impression & goodwill for a business or organization
Advertising & its Purpose
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Advertising Drawbacks
While there are advantages to advertising, it does have its drawbacks. Advertising can:
Fail to focus on individual needs. Be expensive Be wasteful when it is seen by people who
are not are not potential customers Lack depth
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UNIT 6.1UNIT 6.1 Advertising MediaAdvertising MediaTypes of Media
Media are the agencies, means, or instruments used to convey advertising messages to the public. The FOUR general categories of advertising media are:
•Broadcast
•Specialty
•Internet
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Advertising is a Multi-Billion dollar business. There are several advertising media options
for organizations to spend their $$$$$$
Print Media is written advertising. This includes everything from newspapers & magazines to direct mail, directory, transit signs and billboards. These are among the oldest & most effective forms of advertising.
Media Advertising Expenditures
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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 large readership & high level of reader involvement
• Disadvantages – circulation can be wasted, advertising life is short, and ads are less appealing in black & white
• Magazine Advertising• Both consumer & trade
magazines generate a high level of reader involvement. Magazines can target 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
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UNIT 6.1UNIT 6.1 Advertising MediaAdvertising Media• Direct Mail
Advertising• DM advertising is sent by
businesses directly to potential customers via the mail. Examples of DM are catalogs, coupons, samplers, price lists, & others.
• Advantages – highly selective 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
known. Split into White Pages (free alpha listings) and Yellow Pages ( paid listings by category for businesses).
• Advantages – inexpensive, used by all demographic groups, long life span
• Disadvantages – not timely
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• Outdoor Advertising• Better known as billboards
• Advantages – Broad exposure, highly visible, some can be changed quickly
• Disadvantages – use is restricted 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 audience, relatively economical
• Disadvantages – unavailable in some areas, restricted to transit routes
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Broadcast Media
Radio & Television:
The average person will spend nearly 10 YEARS watching TV & 6 YEARS listening to the radio in a lifetime
People are more likely to believe info from TV than print ads
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TV is the ultimate advertising medium. It communicates the message in sound, action & color
Advantages - can be directed @ a specific audience, is timely, takes advantage of holidays & special events
Disadvantages - highest production costs, high cost for time, audience is not assured
Television Advertising
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It’s estimated that radio reaches 96% of all people age 12 & over in a given week
Advantages – “Drive times” can provide concentrated audience, specific audiences can be targeted, is flexible & mobile
Disadvantages – short life span, stations often must compete for audience, listeners can easily be distracted
Radio Advertising
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UNIT 6.1UNIT 6.1 Advertising MediaAdvertising Media
Changing daily – hyperlinks, banner ads, pop-ups, search engine results pages, social network advertising, email marketing, online classified advertising
Advantages - ability to incorporate animation, sound, pics & video; can be interactive; effectiveness easily measured; immediate publishing of information; content NOT limited by geography or time
Disadvantages: Low response rates
SEARCH ENGINE MARKETING!!!!!
Online / Internet Advertising
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• Specialty Advertising• Specialty media are relatively
inexpensive, useful items with an advertiser’s name printed on them.
• Examples – pens, calendars, magnets, memo pads, key chains, bottle openers, etc…
• Other Advertising Media• Businesses are constantly creating
innovative 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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To determine the type of promotional media to use, advertisers need to answer 3 questions
1.Does the medium have the ability to present the product & the appropriate business image?
2.Does the medium have the ability to target the desired customers?
3.Does the medium have the ability to obtain the desired response rate?
Selection of Promotional Media
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