1. 6.02 Exemplify Advertising

2. What is advertising?
Any non-personal paid form of communication designed to inform, persuade, or remind customers about a good or service

3. What is media?
The agencies or means used by a company to convey an advertising message

4. What is cooperative advertising ?
Occurs when a manufacturer helps a retailer pay for advertising costs
For example: Kellogg’s gives Kroger money to help them advertise Kellogg’s cereals

5. Advertising includes:
Print Media
Newspapers
Magazines
Direct Mail
Outdoor advertising
Directory advertising
Transit advertising

6. Print Media Newspapers Advantages: Low cost.
Distribution level is known.
Disadvantages
Limited distribution.
Limited life span.
Black and white print is visually less appealing.

7. Print Media Magazines Advantages Color printing is visually appealing.
Ability to target the desired audience.
Higher quality medium than newspapers.
Disadvantages
Higher cost to create and produce.
More lead time required than newspapers.

8. Print Media Direct mail (catalogs, letters, and coupons) Advantages
Can be highly selective and flexible with format and timing.
Inexpensive to produce.
Disadvantages
Low response rates
Expensive to distribute
Often viewed as “junk mail.”

9. Print Media Outdoor advertising (signs and billboards) Advantages
Relatively inexpensive.
24/7 visibility.
Disadvantages
Limited viewing time.
Increased government regulations.

10. Print Media Directory advertising (telephone books) Advantages
Allows targeting based on geographics.
Targets all geographics.
Disadvantage
Printed infrequently-changing ad difficult
Limited space and quality of advertisments.

11. Print Media Transit advertising (located on moving vehicles)
Advantages
Wide, captive audience.
Economical.
Disadvantages
Subject to defacement.
Inability to target a specific audience.

12. Advertising includes:
Broadcast Media
Broadcast media is popular because it reaches a large audience.
Television
Radio

13. Broadcast Media
Television: Combines color, action, and sound. Ads are 30,45,or 60 seconds in length.
Advantages
Ability to demonstrate product features and benefits.
Advertisers can choose target audiences.
Disadvantages
High production and airtime costs.
Short life span.
New technology enables viewers to skip commercials.

14. Broadcast Media
Radio: Reaches a large audience and ads are 10,20,30,or 60 seconds in length.
Advantages
Cost effective.
Can be created and changed quickly.
Ability to reach target audience through different formats.
Disadvantages
Appeals only to sense of sound.
Short life span.
Channel surfing.

15. Advertising includes:
Online Media
The use of and the World Wide Web to promote products. A growing concept.
Electronic Direct Mail
Online Ads

16. Online Media
Electronic direct mail is an advertising message sent via .
Advantages
Ability to target an audience.
Inexpensive
Personalized messages.
Disadvantages
May be viewed as a nuisance.
Spam filters can reduce unauthorized messages.

17. Online Media Online ads include banners, pop-ups, and buttons.
Advantages
Inexpensive
Can be interactive.
Disadvantage
Viewed as a nuisance.
Often a low response rate.

18. Advertising includes:
Specialty media
Also called giveaways, are inexpensive, useful items with a company’s name or logo.
Advantages
Company’s name is always visible.
Customers enjoy freebies.
Disadvantages
Limited distribution.
Some recipients will never become customers (wasted distribution).

19. Advertising Agencies help to…
Design ads and ad campaigns

20. Cooperative advertising occurs when
A manufacturer helps a retailer pay for the cost of advertising locally.