1. 4.02: Explain types of Advertising Media
Marketing

2. Notes (4.02) Can win points or candy
With a partner or by self; first to find correct answer wins
I will call out questions at random; first to raise hand gets to answer.

3. 4.02 Objectives Describe types of Advertising Media
Discuss trends affecting advertising media
Describe the two categories of broadcast media.
Categorize purchase options for television advertising.
Discuss the difference between local and network advertising.
Describe types of direct-mail advertising.
Explain types of Web advertising.
Identify types of out-of-home media.
Describe specialty advertising.
Discuss the use of directory advertising.
Explain the use of movie theater advertising
Explain trends that are affecting advertising media.

4. Advertising Media What is Advertising Media? Channels of communication
Information travels through them to consumers
Types of Advertising Media
Publications, Broadcast Media, Direct Mail, The Web, & Other

5. Advertising Media What are Publications?
Materials that are printed on a regular basis
Newspapers and magazines are good examples

6. Newspapers
Newspapers are referred to as mass media due to large amount of people that read them
When advertising in a newspaper consider the following:
How often is the newspaper published?
The size of the newspaper
Broadsheet: Typical Newspaper
Tabloid: National Enquirer
What geographical area does is cover?
National v. State v. Local
Who is the target audience of the Newspaper?
Conservative: New York Post, Chicago Tribune, & Wall Street Journal
Liberal: New York Times. USA Today, Los Angeles Times

7. Advertising Media Newspaper
High volume of readers (print, web, mobile)
Easy for businesses to advertise in
Advertisements are placed in sections most likely read by the target market
Most people skim the paper and read their favorites
Less than a 1,000 newspapers in circulation
Advertising is becoming more expensive
Take out smaller ads and supplement it with radio

8. Magazine Consumer Magazines Business & Trade Magazines
Magazines read for personal enjoyment
Targeted towards a specific audience
Example: Sports Illustrated, People, Cosmo, Seventeen, etc.
Business & Trade Magazines
Business Magazine: Aimed at the general population of workers
Trade Magazine: Aimed at specific areas of business or occupations

9. Consumer or Business Ad?

10. Advertising Media Facts about Magazine & Newspaper Ads
Headline is critical
Place ad on Front or Back if possible
Pages 3, 5, 7, & 9 are best alternatives outside of targeted sections
Top of page is better than bottom of page
Use pictures of owner if possible because people buy from those they trust
Include a call to action

11. Broadcast Media Broadcast Media: Examples: Television & Radio
Time Media because their advertisements last as long as they are on the air
Mass media because of the amount of people they reach per advertisement
Television is considered to be the most influential, best selling type of media
Advertising options including local, cable, network channels, & satellite
Network advertising reached the most people but costs the most
Local advertising is least expensive and is best for smaller business
Examples: Infomercials, Hallmark Presents Program, QVC, Create your own channel(?)

12. Television 51% have cable television 26% have satellite television
1% have both cable and satellite
22% do not subscribe to any television
Local: National

13. Radio
Radio is seen as an effective and affordable way to reach a targeted market
Radio station as a specific listening base
Radio is online & nationwide
Radio Example:
V_S6DfvE
How many times do you hear company name?

14. Radio Costs

15. Direct Mail Printed Mail Electronic Mail
Sales letters, catalogs, flyers, postcards
Relatively inexpensive
Could be considered junk mail
Must be sent to the right people
Electronic Mail
Delivered to
Quick, easy, inexpensive
Could be perceived as junk
Opt-in- marketing is when people sign up to receive notifications

16. The Web Fastest Growing Media Outlet
Target specific groups & track user responses
Create a company web site
Customers could learn about your business
Find contact information and locations
Place orders online
Place business ads on other people’s web sites or on a portal (Google, AOL)

17. Out of Home Media Poster panels/billboards
Could be painted on the side of a building
Indoor billboards found in subways, office buildings
Spectaculars – large, elaborate electrical signs
Transit posters – advertisements on buses and bus shelters
Human directionals – people wearing or holding signs to advertise for a business
Aerial – blimps, hot air balloons, other airborne displays

18. Outdoor Media Billboards: http://www.youtube.com/watch?v=DVe1sv1qcaY
Trucks:
Google:
Taxis:
List example of promotions
44 Ideas:
51 Ideas:
Inappropriate:

19. Specialty Advertising
Remind people about your business
An item must pass three criteria to qualify as specialty media
1. Must have the business’s name or logo on it
2. Must be a useful item such as a pen or baseball cap
3. It must be given away

20. Directory Advertising
Informs people about how to contact a particular business, often with a telephone number, street address or Web address
Some (Yellow Pages) target a specific geographic area
May target a specific group of people such as students at a university or college

21. Movie Theatre Advertising & Product Placement
Movie Theater
Increasing in popularity
Includes on-screen advertising before the presentation of the feature film as well as posters, stand-ups, and other ads in the lobby
Product Placement
Product manufacturers pay millions of dollars for the right to use their brands as movie props
Hope viewers become loyal to their products
Brands in movies, TV and computer games continues to increase
Seinfeld Product Placement:

22. Telemarketing
Calling prospective customers on the phone as well as providing a number for people to call
Companies purchase 800-numbers so that customers can call toll-free
800, 888, 877, 866, 855
Most companies choose numbers that are easy to remember
1-800-directv

23. DVD and CD-ROM Advertising
Disney is very successful using DVD Advertising
Customers can receive a free DVD upon request that introduces them to Disney theme parks and hotels
Want customers to be so excited that they immediately purchase their Disney vacation package
CD-ROM
Customers receive free computer software introducing them to a particular program or Internet service
Hope they purchase the real thing

24. Trends Affecting Advertising Media
A New Way to Talk
Short messaging service (SMS): allows people to send text message advertisements over cell phones
Smishing: people pose as banks and send text messages requesting victims’ account numbers and passwords
If receiving an ad from a company you didn’t sign up for….they can get in trouble
Virtual Worlds
Second Life
Advertisers can put up posters in Second Life malls
Can rent out ad space at special Second Life businesses
Can create an avatar for the company

25. Media Avoiding advertisers Do-Not-Call registries
Online pop-up ad filters
Spam filters
Podcasts
Human Billboards

26. Assignment: Solo or Duo
Find five of the most unique advertisements you can,
Place them in a PowerPoint & Rank them as your top 5
Create a Human Billboard,
Choose a person
Place on body
Company
Explain why this person was chosen for product