1. Chapter 14 Advertising: The Art of Attracting an Audience

2. Learning Objectives After completing this chapter, you’ll be able to:
Identify the different types of media used to advertise products.
List advantages and disadvantages for each type of advertising medium.
Name factors in the cost of advertising.

3. Why It’s Important
Businesses rely on advertising to get your attention and to promote their products. Advertising pays for many of the costs of TV, radio, newspapers, and magazines.

4. Advertising Media
Advertising is the paid, nonpersonal form of communication that businesses use to promote their products.

5. Advertising Media
Mass media are means of communication such as TV, radio, and newspapers.
The type of medium an advertiser uses depends on the market it wants to reach.

6. Print Media Print media use writing and pictures to communicate.
1. Newspapers
2. Magazines

7. Newspapers
Newspapers are the main advertising medium in the United States.
More than 50 percent of adults in the United States read newspapers.
Advertisers can target people within a certain area.
The cost of printing an ad is fairly cheap.
Most people throw their newspapers away after they read them, so an ad’s lifespan is usually short.

8. Magazines
Most magazines are national in scope and appear every week or every month.

9. Magazines
Special-interest magazines like Teen and Sports Illustrated make it possible to reach target markets on a large scale.
People take their time to read magazines and often save them, so magazine ads have a much longer lifespan than newspaper ads.

10. Magazines
Most magazines are printed in color with much higher quality ink and paper than newspapers.
Magazines are so broadly circulated they are of little use to local advertisers.
Magazine ads can’t be easily changed or used to promote a limited offer.

11. Qualities of Newspaper and Newspaper Advertising
Graphic Organizer
Graphic Organizer
Qualities of Newspaper and
Magazine Advertising
Newspaper Advertising
Magazine Advertising
Narrow Circulation
Broad circulation
Regional/national reach
Long lifespan
Complex preparation
Quality printing and paper
Expensive
Local/regional reach
Short lifespan
Easy preparation
Basic printing and paper
Inexpensive

12. Direct-Mail Advertising
Direct-mail advertising consists of ads sent by mail to people’s homes.
It is the biggest advertising medium after TV and newspapers.
Direct mail allows advertisers to reach a specific target market.

13. Direct-Mail Advertising
Direct-mail advertisers can use a variety of formats—letters, fliers, postcards, and catalogs—and include coupons or free samples.
The cost of sending ads through the mail can be very high.
Direct mail is often referred to as “junk mail” because people who receive direct-mail advertising often throw it out without ever looking at it.

14. Directory Advertising
Directory advertising, which consists mostly of phone books, is especially useful for local advertisers.
The cost of a directory ad is usually very cheap.
Phone books are used in almost every home, in all areas, and kept for at least a year.

15. Directory Advertising
A disadvantage of directory ads is that they have to compete with numerous similar ads.
Most directory ads can’t be used to advertise prices and sales, and can’t be easily updated.

16. Outdoor Advertising
The most common form of outdoor advertising is a billboard.
They are useful for local businesses and businesses that cater to travelers.
The main disadvantage of billboards is that people often drive by them too quickly to notice.

17. Transit Advertising
Transit advertising usually consists of posters placed on the sides of buses, in subway stations, inside trains, and at airports.

18. Broadcast Media
Broadcast media are the most effective means of advertising.

19. Television
Television has an advantage over any other medium because it combines sounds, images, and motion.
Some ads are so effective that they become part of our everyday language.

20. Television
TV ads can be shown on national, local, or cable stations to reach any kind of market.
An infomercial is a TV program, usually 30 minutes long, made to advertise a product.

21. Television
The biggest disadvantage of TV ads is that they can be very expensive to produce.
Advertisers also have to pay to broadcast an ad during a TV show.

22. Radio Like TV ads, radio ads can reach a very wide audience. ‘
Radio ads use music, dialogue, and sound effects creatively to get an audience’s attention.

23. Radio
Radio stations broadcast within certain areas so they are a good medium for local advertising.
Advertisers can reach people on the move.

24. Webcasting
A webcast is like a TV or radio broadcast but it is sent and received over the Web.
A webcast usually consists of a live broadcast made by a Web camera (or “cam”) crew hired to film a specific location or event.

25. Cyber Ads Cyber ads are ads that appear on the Internet.
Cyber ads are different from webcasts in that they’re displayed like magazine ads.

26. Cyber Ads
Pop-up ads appear for a few seconds when you first log onto the Internet or when you click on a site.
Banner ads are displayed across the top or bottom of the screen and remain there.
Screen ads appear at the left or right of the screen and can be printed for future reference.

27. Cyber Ads
Cyber ads can be sent directly to people on mailing lists and can include order forms like direct-mail ads.
Cyber ads have an added advantage in that they can use sound effects and animation.

28. Advertising Rates The factors that determine advertising rates are:
The size of an ad
The number of people it reaches
How often it appears
When it appears
Where it is placed

29. Print Media
Newspaper and magazine rates are based on circulation, or the number of people who read them.
Newspaper and magazine ads are sold by the inch on the page.
Ads that appear on the front or back cover of a magazine cost more than ads inside the magazine.

30. Broadcast Media
The cost of radio and TV ads depends on the size of the audience.
The cost to advertise on a national network is much more expensive than on a local station.

31. Broadcast Media
The cost of radio and TV ads also depends on what time of day an ad is shown.
Advertisers also pay more for special events like the Oscar Awards or the Super Bowl.

32. Broadcast Media
Radio and TV advertisers usually pay for ads that are 10, 30, or 60 seconds long.
Advertisers often hire media consultants and ad agencies to put together advertising packages for them.

33. The Internet
The cost of Internet advertising is based on the size and format of ads.
The length of time an ad runs also affects the price.
Internet advertisers pay a certain amount for every 1,000 people that receive the ad.

34. Business Building Blocks
Distinguishing Between Relevant and Irrelevant Information
Information bombards you. On the job, you’ll have to figure out what information is necessary, or relevant. Other information is irrelevant.
continued

35. Business Building Blocks
Distinguishing Between Relevant and Irrelevant Information
Relevant information will define, explain, illustrate, or offer cause-and-effect relationships concerning the main topic you’re exploring.
continued

36. Business Building Blocks
Distinguishing Between Relevant and Irrelevant Information
If someone gives you irrelevant information, ask questions that will redirect his or her focus to what’s important.