1. Promotion Chap. 19 - Advertising

2. Ads. vs PR Advertising is paid for by a company. See Inspiration diagram. Advertising is paid for by a company. See Inspiration diagram. PR (Public Relations) is free. PR (Public Relations) is free. Articles about your company, hosting or sponsoring events that are then publicized or help promote an image Articles about your company, hosting or sponsoring events that are then publicized or help promote an image

3. Types of Ads Mass-market advertising – reaching large numbers of people with little targeting, ie. Billboards. Mass-market advertising – reaching large numbers of people with little targeting, ie. Billboards. Targeted advertising – tailoring ads to select markets. Targeted advertising – tailoring ads to select markets. Modern technology has allowed mass- market ads to be more targeted, ie. Websites and hundreds of cable channels. Modern technology has allowed mass- market ads to be more targeted, ie. Websites and hundreds of cable channels.

4. Media Means of conveying advertising message Means of conveying advertising message Broadcast – radio and TV Broadcast – radio and TV Print – magazines, newspapers, buses, direct mail. Print – magazines, newspapers, buses, direct mail. Online – banners, searches, Online – banners, searches, community sites Specialty – stadium ads Specialty – stadium ads