1. UNIT 6.1 Advertising Media
Marketing Essentials
Advertising
UNIT 6.1 Advertising Media *

2. Advertising Media Unit 6.1 The concept & purpose of advertising
What you’ll learn
The concept & purpose of advertising
Types of advertising media
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.

3. Advertising Media UNT 6.1 Advertising & its Purpose
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 *

4. Advertising Media UNIT 6.1 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 ______
Slide 2 of 3 *

5. Advertising Media UNIT 6.1 Types of Media
Media are the ______, means, or instruments used to convey advertising messages to the public. The FOUR general ____________ of advertising media are:
Print
Broadcast
Specialty
Internet *
Slide 3 of 3

6. Advertising Media UNIT 6.1 Media Advertising Expenditures
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.
Slide 1 of 2 *

7. Advertising Media UNIT 6.1 Newspaper Advertising Magazine 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
Slide 2 of 2 *

8. Advertising Media Direct Mail Advertising Directory Advertising
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 ________ *

9. Advertising Media Outdoor Advertising Transit Advertising UNIT 6.1
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 train & bus stations, subways, and airports
Advantages – reaches wide & captive _________, relatively economical
Disadvantages – ___________ in some areas, restricted to transit routes
Slide 2 of 4 *

10. Advertising Media UNIT 6.1 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
Slide 3 of 4 *

11. Advertising Media UNIT 6.1 Television Advertising
TV is the ultimate advertising ________. It communicates the message in sound, action & color
Advantages - can be a _________ audience, is timely, takes advantage of holidays & special events
Disadvantages - highest ________ costs, high cost for time, audience is not assured
Slide 4 of 4 *

12. Advertising Media UNIT 6.1 Radio Advertising
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 *

13. Advertising Media SEARCH ENGINE MARKETING!!!!! UNIT 6.1
Online / Internet Advertising
_________ daily – hyperlinks, banner ads, pop-ups, search engine results pages, social network advertising, 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!!!!! *

14. Advertising Media Specialty Advertising UNIT 6.1
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…
Slide 1 of 2 *

15. Advertising Media UNIT 6.1 Selection of Promotional 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?
Slide 2 of 2 *