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 UNIT 6.1 Advertising & its Purpose
Advertising: any paid form of non-personal promotion of products (goods, services or ideas) by an identified sponsor. Advertising is either promotional or institutional.
Promotional advertising – designed to increase sales. It introduces new products & businesses & encourages an interest in GSI
Institutional advertising – attempts to create a favorable impression & goodwill 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:
Fail to focus on individual needs.
Be expensive
Be wasteful when it is seen by people who are not are not potential customers
Lack depth
Slide 2 of 3

5. Advertising Media UNIT 6.1 Types of Media
Media are the agencies, means, or instruments used to convey advertising messages to the public. The FOUR general categories 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 written advertising. This includes everything from newspapers & magazines to direct mail, directory, transit signs and billboards. These are among the oldest & most effective 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 large readership & high level of reader involvement
Disadvantages – circulation can be wasted, advertising life is short, and ads are less appealing in black & white
Magazine Advertising
Both consumer & trade magazines generate a high level of reader involvement. Magazines can target 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 potential customers via the mail. Examples of DM are catalogs, coupons, samplers, price lists, & others.
Advantages – highly selective 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 known. Split into White Pages (free alpha listings) and Yellow Pages ( paid listings by category for businesses).
Advantages – inexpensive, used by all demographic groups, long life span
Disadvantages – not timely

9. Advertising Media Outdoor Advertising Transit Advertising UNIT 6.1
Better known as billboards
Advantages – Broad exposure, highly visible, some can be changed quickly
Disadvantages – use is restricted 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 audience, relatively economical
Disadvantages – unavailable 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 10 YEARS watching TV & 6 YEARS 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 medium. It communicates the message in sound, action & color
Advantages - can be a specific audience, is timely, takes advantage of holidays & special events
Disadvantages - highest production 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 – “Drive times” can provide concentrated audience, specific audiences can be targeted, is flexible & mobile
Disadvantages – short 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
Changing daily – hyperlinks, banner ads, pop-ups, search engine results pages, social network advertising, marketing, online classified advertising
Advantages - ability to incorporate animation, sound, pics & video; can be interactive; effectiveness easily measured; immediate publishing of information; content NOT limited by geography or time
Disadvantages: Low response rates
SEARCH ENGINE MARKETING!!!!!

14. Advertising Media Specialty Advertising UNIT 6.1
Specialty media are relatively inexpensive, useful items with an advertiser’s name printed on them.
Examples – pens, calendars, magnets, memo pads, key chains, bottle openers, etc…
Other Advertising Media
Businesses are constantly creating innovative 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